2024年谷歌优化高级教程

2020年谷歌优化高级教程

 

    这篇文章不是我的原创，来自google SEO领域的大神Brian Dean.它的这篇文章有一些独到的观点，但是也有些方面Jack老师认为是存在一些以偏概全的问题。所以我尽可能的忠实原著，然后将自己的心得体会一起放在这篇文章中，供同学们品鉴。不管是做Google SEO还是外贸客户开发，市面上有各种学习资料，但需要注意的是，不管是谁的教程都可能存在时效性或者地域性的理念偏差，同学们在学习的时候要抱着怀疑的眼光去认真审视，批判性的学习和吸收，才能弃其糟粕取其精华！

观点一：为记者关键词（Journalist Keywords）排名

外链引用域名数量柱状图

这张图是Brian Dean用来说明，他的网站中某个页面在一段时间内的外链增减数量。上图中有三个绿色的箭头，说明的是链接到该页面的外链源网站域名数量的三个高峰值。除了第一次的高峰值之外，后面还有2次小高峰值。按他的说法，后面2次的小高峰值是因为新闻记者知道了他的这个页面中有对应的研究数据然后在撰写文章的时候引用了Brian Dean文章上的研究数据并且做了外链指向这个页面。

我并不是很认可他的这种说法！从某种角度上来讲，他的这种说法确实是能够说的通，但是有点以偏概全的嫌疑！为什么这么说？理由有以下几点：

1.从上图的数据时间节点来看

第一次的外链引用域名数量峰值在2019年的10月份达到了顶点（他的这篇文章发表时间是2019年的10月8号）。从上图中我们可以清楚的看到从10月份开始，外链引用域名数量就在不断的下滑，到了2020年1月份的时候已经为零。鉴于新闻工作者的文章非常讲究时效性，所以不太可能出现二次引用的情况。

2.外链引用域名数量的波动情况

还是上面那张图，蓝色的代表新增引用域名，黄色的代表已经丢失的引用域名。我们都知道，如果是新闻稿的话不太可能会朝令夕改频繁变动，那么也就意味着短期内这些新闻稿所指向Brian Dean的页面外链不太会发生大变动。但是从图上来看，从去年文章发布到现在，它的外链引用域名的数量一直在不断的变动，基本上每天都有丢失。所以从这一点上来讲，Brian Dean的这张图表是不具备说服力的！

我想指出一点，虽然他的这张图表不具有说服力，但是他的这个逻辑是没有太大问题的，用新闻工作者来引用你的研究数据从而达到外链引用域名数量增加的目的。可能是因为中西方文化差异的问题，我们国家的新闻对数据引用的来源好像不是非常重视，但老外是比较注重的。这还仅仅是正规或者半正规的新闻媒体渠道。如果是普通的网站优化人员呢？我猜绝大部分是不会专门做链接说明自己文章中的数据引用来源！

另外，我们的课程核心是外贸建站和谷歌SEO优化，对于外贸独立站来说，我们不太可能也没有太大兴趣去深入调研某些问题从而得出对于的研究数据。那么即使有新闻人员想引用也找不到对于的应用数据源。假设你真的很认真，做了某个方面的细致研究，比如2019年保温杯的中国出口状况报告，其他问题也会跟着出现。研究的问题领域太小，研究的问题不是热门话题，研究的数据因为文章作者不够权威导致新闻人员不敢采用等等。Brian Dean之所以有这么多的外链引用域名，很大程度上是他的江湖地位所决定的，换成其他的同领域小喽啰，比方说Jack老师，哪怕文章写的比他还出色，我猜也没有多少人会愿意采用。而我们的同学中绝大部分都是这种情况，自身的名气和网站域名权重都很低，不被他人所信任。

观点二：使用动图来提升页面停留时间

这一点我是非常赞同的，页面停留时间越长，页面交互频率越高，谷歌搜索引擎就会认为你的网页内容质量非常出色，能个传递给网页访客有价值的东西，所以谷歌搜索引擎会给你的这个页面增加权重，提升自然搜索排名。如果你一下子想不明白，那Jack老师就换个比喻，你在课堂上听爱国主义的内容昏昏欲睡，但是一看到李云龙的《亮剑》就一下子兴奋起来了。你就开始听老师讲什么是抗日精神，什么是革命先烈的爱国精神，感觉这个老师的课程非常有意思，年底评选十大优秀老师的时候肯定有这个老师的名字！

做网站的内容也是一样，全篇的文字描述就和懒婆娘的裹脚布一样又长又臭，如果遇上文笔和Jack老师一样的作者就更加觉得恶心没有想看下去的欲望了。如果我们尝试着把部分文字内容替换成图片呢？如果图片不能很好的表达你的想法，是不是可以进一步的用动图来表示某些事物的工作原理和运行机制？比方说你写LCD屏幕的偏光折射，因为涉及到的技术性太强，很多不是LCD行业的人根本看不懂，这时候你用 gif格式或者svg格式做动图，展示LCD屏幕的背部光源如何通过液晶显示屏的整个过程，是不是一下子就让人豁然开朗了？

同理，网站上穿插视频也是和动图的概念是一致的，通过多彩动态视觉的内容呈现，让访客停留在网站页面的时间更长一些。不过视频播放如果采用的是自己主机播放的方式会占用比较多的主机空间，这不是一个很好的现象，建议将视频上传到youtube等主流媒体，然后用嵌入式播放窗口的方法进行资源调用播放。

观点三：创建核心内容集中版块

核心内容版块有点像Jack老师说的内容主题集群，有兴趣的同学可以查看Jack老师的这篇文章《如何用主题集群来提高SEO效果》；Brian Dean非常喜欢用核心内容集中版块的方式来进行网站SEO优化，比方说他的这个页面《Content Marketing Hub》就是典型的核心内容集中版块。那么什么是核心内容集中版块？核心内容集中版块具体是怎么操作的？我们来一起了解一下。

第一步：先搞明白核心内容集中版块是什么？

核心内容集中版块就是根据自己的需要选定一个核心内容主体，比方说Google SEO，然后创建该主体下面的分支结构。同学们都知道Google SEO的优化部分主要是分为站内和站外优化两大部分。站内主要是通过原创内容优化、网页加载速度优化、和网站整体结构优化三大部分；而站外主要是通过外链优化，社交分享优化（也可以算作是外链优化的一个小分支）。

第二步：罗列出核心内容集中版块的各个分支结构内容

正如上面所说的，我们罗列出网站的谷歌优化包括站内和站外两大部分之后，在对站内站外的分支结构进行进一步的内容细分。比方说原创内容优化中，包括但不仅限于KTD(关键词、标题、元描述)优化，文章内容结构优化（论点、论据、论证 ），图片和图像配套说明优化，网站内链传导优化等等。在每一个细分内容版块上用更细致详尽的描述做对应的原创优化文章。

第三步：在核心内容集中版块页面进行内链罗列

每一个细节点用简练的关键词或者长尾关键词罗列在核心内容集中板块上之后，这个页面就有点类似集中导航页面，每个细分内容都有关键词的内链指向对应的详细说明页面。如下图所示：

核心内容集中版块页面

这样做有没有好处？答案是显而易见的，Brian Dean说他的网站流量中，有28%的自然搜索流量来自于这些核心内容集中版块，而这些核心内容集中版块的数量在其所有的博客中所占比例是比较小的。因为是每个细分页面的权重和流量不断的指向该核心内容集中版块，所以这种类型的页面就会让谷歌搜索引擎感觉，这个页面质量非常高，权重也非常高，自然而然的比单个关键词的文章页面要排在自然搜索结果的前列！

观点四：对目标关键词进行比较

Brian Dean说的这个意思是用vs来连接两个特点的目标关键词，比方说液晶显示屏就可以用IPS vs TFT；后面再跟一段描述性文字作为某个页面的标题。可能有的同学会有这样的错觉，用vs这个词来勾连两个关键词，是不是为了增加关键词在标题中的出现频率？用户在搜索关键词A或者关键词B的时候都能找到我们的这个页面，这样就会有双倍的流量了？

从某种角度上来讲，上面的这种想法也不能完全说错，也是有一定道理的。但是我们用vs这个词来勾连相关关键词的核心目的并不是这个。我们把目光集中在相关的两个关键词上，在去猜测访客的搜索意图。因为两个关键词有紧密的关联性，而访客输入这两个关键词，肯定对这个关键词有一定的了解。那么你就需要去猜，客户通过vs搜索的形式是想查找什么样的内容呢？这两个关键词所对应的产品之间的性能差异？还是产品的制造工艺原理以及对应的优缺点？

我们再从采购的角度去思考这样一个问题—通过什么样的关键词以及关键词所在的文章所指引的供应商会成为我的合作伙伴？如果我是一个采购，我在用谷歌搜索引擎查找一下潜在供应商的时候，我肯定不会用LCD display screen这种基础的产品关键词。我可能会很直接的用LCD display screen manufacturer in China这种长尾词。但是这种长尾关键词的标题描述方法以及烂大街了，所以很大的概率我会看到挂羊头卖狗肉的文章内容让我不是很开心，因为这浪费了我宝贵的时间。

可能在某天我作为客户想了解一下LCD行业内的专业知识，我会用IPS VS TFT这个关键词去搜索，然后在自然搜索结果中点击查看，这时候的文章内容就更加的有针对性，专业性也更加强一些。潜意识里我会认为这家网站背后的公司还蛮不错我会去关注一下对方，那么未来合作的契机就有可能在此结缘了！

vs关键词的用法

如上图所示，这是一家美国液晶显示屏公司的网站，直接把关键词做到了自然搜索的首页零位，那可是众多谷歌seo优化人员梦寐以求的位置，如果换成是你的网站出现在这里，是不是会很开心！我粗略的看了一下这个页面的内容，简单的讲了一下IPS和TFT液晶显示屏的各种特点和优劣品质，个人觉得还是过得去的，虽然不是非常完美。还有一点忘记说了，排名首页零位或者首页靠前的网站，天然的会给人一种这个网站比较靠谱的感觉，非常有助于在访客的心中增添公信力的存在感！

观点五：使用动态参数进行分页

在理解这个动态参数之前，我们要先对一个名词进行介绍— crawl budget（抓取预算） .用Brian Dean的话来解释就是—抓取预算是谷歌蜘蛛在给定时间范围内在网站上抓取和编制索引的页面数量。这个抓取的页面数量和网页加载时间是息息相关的。那么问题就来了，抓取预算涉及到两个因素，第一个是谷歌蜘蛛的抓取时间，第二个是谷歌蜘蛛的抓取页面数量。

首先，不要紧张，谷歌蜘蛛不可能只访问你的页面一次两次，只要你的网站能够正常访问，那么它就会不间断的来抓取你网站上的内容。抓取的频率和你网站内容质量、内容更新时间息息相关！

其次，抓取的页面数量。这里Jack老师直接引用Brian Dean在他文章中的数据是10k，我猜绝大部分的同学网站别说10k，哪怕是1k都没有，那么这个所谓的抓取预算和我们就没有太大的关系了。完全不用担心自己的页面太多在抓取时间内，谷歌蜘蛛不能全部抓取完全导致内容遗漏的情况。所以我个人觉得这个用动态参数来进行分页对外贸网站特别是中小型的外贸网站来说，不是非常重要。至于为什么Brian Dean要强调这个内容就只有他自己心里清楚了！

观点六：使用播客获取外链

这一点对同学们来说同样不是很适用。我先大体的解释一下播客的形式，它是利用视频的形式，以演讲者为主体传播特定内容和信息的一种方式。说到底，这就是一种变相的视频广告嘛，只不过用外链的形式通过客座博客在其他网站上进行发布。

播客的优点在于真实出境的人物能够有更好的说服力（特别是演讲者是某个行业的领军人物）；传播形式更加生动灵活，避免了文字式的外链给访客带来内容枯燥的感觉。

播客的缺点就在于，难以找到好的客座博客的网站或者其他相关信息传播平台与渠道，我猜绝大部分同学连文字形式的客座博客平台都找不到几个，再花费时间精力去弄博客估计就更难了。当然了，越来越多的短视频渠道出现给播客的流行环境累积了一定的发育土壤。就像这几年不断壮大的头条、抖音等等。有兴趣的同学可以去尝试，前提是你能做好vlog！

观点七：强强联手建立内容合作同盟

不得不说Brian Dean名头够响亮，有这么多的人愿意与他合作。但是同学们不要听风就是雨，现实中没有哪个大牌会和你互动进行内容合作的。
在原文中他也提到了，他用自己的独家分析数据寻找Fractl、BuzzSumo等行业内顶尖机构进行合作。那么问题就来了，如果我们想和Brian Dean一样找行业内的大牌一起合作，需要准备什么条件呢？

第一：提升自己的权威性和知名度，让自己也成为与大牌并肩的大牛

第二：有自己的独享研究结果，这些结果只有你独一无二的拥有，别人复制或者研究不出来。

第三：在有了上面两点的基础之上，你和行业大牌需要有共同的利益点！

以上三条中的任何一条，我相信同学们现阶段都办不到！所以这也就是为什么，同样是做直播卖货，李佳琪可能会找薇娅、罗永浩合作；而你想找他们合作，对不起，先把真金白银的出场费准备好再说！任何东西的合作都是要建立在平等的基础之上，说直白一点就是有利益互换的可能性。这不是谈恋爱，有一相情愿白马王子与灰姑娘的奇迹，现实生活中更多的是门当户对的结合而不是高门豪宅与落魄家庭的私奔！面对现实，才是我们做谷歌SEO优化的最基本心态！

观点八：抢占SERP的更多资源

这就纯属是耍流氓了，讲话和放屁一样！首页10个自然搜索排名资源位，怎么可能是你想占有多少就能占有多少的。撑死了你有2-3个就阿弥陀佛了。你当别人家的谷歌优化人员是吃干饭就知道睡觉磨洋工的吗？！再说了，要是自己都已经能够做到排名首页了，我还需要看你Brian Dean的文章干嘛，我自己出书做课程培训不香吗？！

再看看他的文章标题17 Advanced SEO Strategies for 2020（2020年17项高级搜索引擎优化策略），我要的是你的具体优化策略而不是去看你说排名首页能够获得更多流量的屁话。原文中在这个知识点的底部倒是简单的罗列了一下通过哪些方式获得排名首页的SERP，中篇文章、来宾帖子、YouTube视频、精选片段、丰富的摘要、热门故事。都是一些大话，讲了和没讲一样。同学们吃个西瓜看看热闹就行，不要去研究了！

观点九：在你的内容中嵌入原始图像

这个观点毋庸置疑是正确的，谁都想要高清晰度，有代表性的原创图片，但是我说过了，我们的文章要立足于实际。国内的公司很少有重点关注Google SEO的自然优化操作，所以就不太可能配备专业的优化运营团队去细化工作。经常是一个人就包揽了一个团队去处理所有的谷歌优化工作。

但是还是建议同学们在做原创内容优化的时候对图片进行处理，不要直接复制黏贴别人网站上的图片。Brian Dean在他的文章中说他的图片有很多都被做成了外链。哈哈，我猜这是他的错觉，因为现在很多浏览器都能直接全选复制文章的内容和图片，在黏贴到新的网站文章页面上的时候，这个图片的代码还是原来网站上图片的链接地址，这样的操作，当然就是成了图片外链的结果了。所以他说的自己的图片成了外链感到很高兴，事实上不是别人单独引用他的这张图片还好心的做了外链指向他的网站，而是无意识的复制黏贴他的文章造成了事实上的图片外链！反正吹牛嘛，开心就好，反正图片外链已经事实上形成了，至于这个图片外链的生成过程是对方有意识添加还是无意识的黏贴就没有那么重要了！

观点十：针对关键字相关性优化内容

这个就是JACK老师常说的在原创内容优化中要使用 LSI关键词，也就是相关关键词。为什么？因为谷歌搜索引擎判断某个文章中的内容与标题、关键词等的相关性时，考虑的是可量化的信号。比方说我们之前有提到过的一篇文章叫做《浅谈 TF-IDF 对关键词排名的影响》。因为谷歌是机器人是算法的集合体，没有人的情感，所以只能通过算法和规则来尽可能的模拟抓取相关信号进行判断从而给出对应的自然搜索排名。

我举个例子，我的核心关键词是wordpress，那么我可以利用到的相关关键词出了附带wordpress这个词根的wordpress website，wordpress seo之外，我还可以用 wordpress theme，wordpress plugin，还可以进一步拓展为avdaa，enfole，astra theme，ahrefs和 semrush等等。

这里顺便再推荐两款用来检测LSI相关关键词的工具Clearscope和Surfer SEO.

观点十一：在博客上创建访客评论留言的功能版块

当你以为一个文章页面上的主要内容对网站排名才是最关键的时候，那就大错特错了。事实上文章的留言评论也是非常重要的，为什么？我说三个理由你们就明白了：

理由一：页面留言版块能够提高访客的参与积极性，进一步增加访客的页面互动性提高访客的页面停留时间

理由二：评论部分实际上是Google进行爬网，索引和排名的内容

理由三：评论的好坏直接关系到页面的自然搜索排名

另外需要指出的是，当有访客在你的页面留言的时候，你需要积极的处理和回复。可能这些留言是虚假广告和 垃圾评论，如果留在那里不管，是会直接影响你的自然搜索排名的。而你积极的参与评论互动会增加访客的被重视心理，从而带动更多的二次访问的流量。谷歌看到你这么积极活跃也会给你一个比较好的排名权重正向评分！

观点十二：用从众心理 使用people also ask进行提升

这个招数已经被使用了很多年了，但是还有很多同学说不知道，还是会有很多同学对我说：jack我很头疼文章写作，别说文章内容创作了，我连标题都想不出来！

都2020年了，自己不会原创那看着别人排名首页的标题总会仿照着写吧，再根据标题列出文章的大纲进行内容填充总会的吧？写完了这篇文章，在看看谷歌搜索结果SERP中有没有people also ask的内容，如果有那就把对应的标题都复制下来，准备第二次的原创内容创作吧，这样源源不断的内容不就产生了吗？！

不过要注意的是，相同类型的文章最好精简化，不要今天写“如何寻找靠谱的保温杯制造商”，明天写“如何寻找靠谱的保温杯供应商”，后天写“top 5 的中国保温杯生产商”。谷歌是个无情的汉子，喜新厌旧，重来不会对人老珠黄的内容有半分的怜惜，所以同学们赶紧小姐姐，小鲜肉的内容伺候着吧。

观点十三：在页面上添加“内容功能”

看到原文的”内容功能”，我瞬间就懵逼了，这是什么鬼？！后面看了他的文章内容才明白，他想说的是添加到内容中以使其更具吸引力和实用性的内容。说了半天就是具象化的接地气内容嘛。歪果仁的语言匮乏到这种程度了吗？

那么他的这个观点对不对呢？我认为是不错的。我个人更愿意把他所说的“内容功能”概括为“核心内容具象化”。比方说我写了一篇文章，标题是“Difference between naturally aspirated engine and turbocharged engine”—翻译过来就是自然吸气发动机和涡轮增压发动机的区别。因为是专业性的对比评测文章，难免会遇到很多 专业性的词汇，而你的访客不可能百分百是汽车领域内的行家，所以很大程度上你和他们说这两种汽车发动机的工作原理以及优缺点，他们并不能很好的get到你想表述的知识点。

相反的，你用图表做一个excel表格，形象的用参数对比，将各种的工作特性和参数值罗列出来，这样访客就能轻松的看到这两种发动机之间的对比情况。比方说百公里油耗，比方说保养里程等等。

观点十四：注意文章的时效性

人们都喜欢追求新鲜的事物，访客和谷歌搜索引擎也是一样的道理。绝大部分会搜索2020年最好看的电影而不会去搜索2010年最好看的电影，如果你的关键词是2010年最好看的电影，很大程度上，当某个访客搜索“最好看的电影”，你的页面是不会出现在自然搜索排名的首页的。除非他刻意搜索“2010年最好看的电影”。

所以这就有一个问题需要我们引起重视，随着时间的推移，你可能在去年或者前年的时候写的是2018,2019年，但是现在呢，已经2020年了，这就可能导致原先你的内容确实很精彩也能够有排名，但是会慢慢的退出排名前列的位置。就像Jack老师的这几篇文章一样《2019年最新soho外贸建站的15种外链建设工具》、《2019年最新 外贸建站 成果评估流程》、《2019年最新 外贸客户开发 的渠道》；渐渐的就没有流量了。但是这几篇文章的核心内容即使现在去看在2020年也完全是可以用的，所以我可能会采取的行动就是把标题中的2019替换成2020，然后再对文章中的部分内容进行修改。

观点十五：用未链接的品牌名进行外链关联

上面这句话我翻译的不是很好，Brian Dean的大意是说因为在我们自己的文章中提及到了某个品牌，所以我们要用各种办法，不管是电话，邮件还是网站留意的方式与对方的联系人进行沟通，进而让对方在他们的网站上也做一个外链指向你的网站（不管这个具体的外链是采用什么形式）。

好吧，我只能说Brian Dean的臆想症又犯了。前面我就有说过，合作的基础是有一定条件的，最起码双方要有共同的合作利益点。凭什么你的网站上提到了我的品牌，我就一定要给你做外链，你是疯了吗？！可能今天董明珠的格力官网上夸了一下华为真棒，华为的新闻官看到后也会对应的说一句格力你也非常牛。这就是典型的商业互夸了。但是反过来，假设同学们是做电器的十八线小工厂或者是二线电器品牌，你夸了一句董明珠的格力，你就去和董明珠说，亲爱的董小姐，在你的格力官网上也对我美言几句顺便再给我弄个外链吧。真正是神一样的逻辑！那你还不如找个和直接身价差不多的十八线小公司网站互换个友链呢！

所以，我还是那句话，这些做谷歌优化的专家讲师的文章为什么一定要批判性的吸收和学习！每个同学的实际情况都不一样，不能照本宣科本本主义，要脚踏实地实事求是的根据自己的实际情况进行优化！

观点十六：针对google discover进行优化

说实话，我对google discover并没有太大的关注和研究，google discover是Google的社交媒体新闻源版本。集中应用在手机端的谷歌浏览器上面。按照谷歌官方的说法，一般人无法针对Discover进行优化，但是Brian Dean却说过去的3个月，Google Discover为他吸引了超过6,000名访问者。我不知道这是Brian Dean的又一次意淫还是他对数据分析的以偏概全和偷换概念。我个人还是更愿意选择相信谷歌官方的说法。

按照他的说法，Google discover的每个结果旁边都有一个很大的图像。如果该图像脱颖而出，访客就会去点击它。这可以帮助你的内容显示在其他人的“发现”提要中。所以需要对文章的图片进行优化，尽可能的采用高清晰度的原创图片。此外，还有几个细节小点需要我们进行关注

1.内容新鲜度（帖子发布当天，网页将获得大部分的Discover流量）
2.原始的高质量图像，图表和图形更有利于谷歌搜索引擎
3.在Twitter上的参与度（Google对其进行了索引）要频繁
4.单页流量高
5.有关热门主题的内容（发现内容建议主要基于该用户的浏览历史记录）

（该部分内容因为研究不深，不做过多评论）

观点十七：从Reddit中查找低竞争关键字

Reddit是一个娱乐、社交及新闻网站，注册用户可以将文字或链接在网站上发布，使它基本上成为了一个电子布告栏系统。注册用户可以对这些帖子进行投票，结果将被用来进行排名和决定它在首页或子页的位置。网站上的内容分类被称为“subreddit”（这段内容来自维基百科中文）。

reddit的很多内容或者说页面能够排名首页首位，不是该页面有多么出色和精彩的内容，而是因为他的权重太高，以至于排名到了第一。而谷歌是不喜欢看到这种霸屏现象的存在的，只要有更优秀的内容出现，reddit的页面排名就会被别的页面所挤占掉。当然了，你首先需要找到的是低竞争激烈度的关键词，不要和大词和热词去火拼。多学习革命先烈的游击战术，只要方法得当，星星之火可以燎原！

你可以采用以下的方式去进行对应的关键词优化和内容创作：

  • 将信息组织成步骤
  • 添加多媒体，例如图像和视频
  • 包括指向有用资源的外部链接
  • 包括更多最新的技术，策略或信息

好了，以上就是本章关于2020年谷歌优化高级教程的全部内容，我针对Brian Dean的原创内容进行了翻译，并从实际的角度出发去认真看待每一个观点是否成立以及存在的错误点。批判性的吸收别人的观点有助于我们理清思路，为更好的谷歌自然搜索排名做准备。如果有不理解的地方，没关系，解决方案如下：

点击此处，查看更多外贸建站和谷歌SEO优化免费教程

QQ:3233269705

QQ群：645296397

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