DIY搜索引擎优化

搜索引擎优化（SEO）是指您为提升网站在谷歌和其他搜索引擎上的排名而采取的措施。我们整理了一系列自助SEO技巧，帮助您完成这项重要的网站任务：

了解SEO术语

• Keywords and keyword phrases - these are the words and phrases someone enters into a search engine to find information online. 
• 关键词研究 - 识别某人使用搜索引擎查找信息时所用的词语和短语。学习 how to complete your own keyword research 这里。
• 谷歌 - 全球最受欢迎的搜索引擎。其他搜索引擎包括必应、百度、DuckDuckGo 和雅虎。
• Meta tags - 网页上隐藏文本的技术术语，用于向搜索引擎提供有关该特定页面的信息。了解更多信息 元标签及其在网站上的优化方法 这里。
• 元标题 - this is the text that is partially visible on your browser window title bar
• 元关键词 - refers to the focus keywords of a specific page, which should also be used somewhere within the page.
• 元描述 - 一个 网页的易读描述，可能会也可能不会用于搜索结果。了解更多 如何编写元描述 这里。
• Page heading 页面标题（或称H1标题）通常是页面上第一个易于阅读且最大的标题。它位于内容顶部，任何图形横幅下方。
• 第一段 - refers to the first human readable paragraph of text on your page. It is typically one to three sentences which follow your H1 page heading.
• 副标题 这些是页面标题下方的子标题，有助于使内容更易于阅读。您还可以为每个子标题分配从 H2 到 H5 的重要性级别，帮助搜索引擎识别重要信息。
  
• Link text 也称为超链接文本，这种带下划线的文本可以点击跳转到目标链接。目标链接可以是您网站内的另一个页面，也可以是其他网站。
• 替代文本 - 隐藏在图像后面的文字，用于描述图像，以便进行图像搜索或供盲人使用。
• URL - This is similar to a web address, except the URL is longer, and every page on your website has a unique URL so that search engines can point to a specific page. For example, the web address is www.mysite.co.nz and a URL for that address could be www.mysite.co.nz/about-us

Keyword Research Tools & Tips

关键词研究是搜索引擎优化 (SEO) 的重要工具，它指的是识别用户在使用搜索引擎查找产品、服务或信息时使用的词语和短语。通过关键词研究，您可以创建目标受众正在寻找的网站内容，提高网站转化率，并在搜索结果中获得更高的排名。我们的文章将对此进行详细介绍。 什么是关键词研究 explores this area in greater detail. 

There are both free and paid tools available to help you find these keywords and phrases, including:

• 谷歌趋势
• Ubersuggest
• 回答公众
• Google Search Console
• Keyword Revealer
• SEMrush
• Moz关键词探索器
• Wordtracker
• Keyword Tool
• KWFinder
• 关键词规划工具

另一个可用于关键词研究的传统工具是谷歌搜索引擎本身。过去，它被视为首选工具，但如今很少单独使用。

我们在进行关键词和短语研究时，可以参考以下建议：

• 思考产品或服务关键词 that someone would enter in a search engine trying to find a business "like yours".
• 考虑一下地理术语 人们可能会搜索的内容。例如，人们会按郊区或城镇名称搜索商户，而搜索特色食品店或小家电店时，则可能会按城市、州或国家名称搜索。
• 考虑所有同义词和子分类. E.g., if you sell shoes, you need to specifically state that you also sell "footwear, sneakers, high heels, slippers and flip flops". You need to consider all permutations of your keywords and the sub classifications thereof.
• Consider using non plurals even when plurals might seem your first choice, but use both. All words with different suffixes do return different results.
• Consider focusing on problems and symptoms如果你的产品或服务是某个问题的解决方案，那么它可能只是人们寻求的“病症”，而非“良药”。这不仅适用于医疗健康领域，也适用于其他行业的问题。
• 复习关键词 在你的网站统计数据中，它会告诉你哪些词语效果好，但不会告诉你哪些词语效果不好。不过，它或许能给你一些关于更好用词的建议。
• Don't worry too much about your company name. If someone is searching for your business name, then they will likely find you. Just to be sure, you want your business name appearing more times on your web pages that any other website. So your business name should be listed on the bottom of every page in the copyright area.  
• 如果你的某个关键词过于宽泛或竞争过于激烈，别担心。 尝试专注于细分市场。在小国，你或许可以提供广泛的服务，但在国际市场上，你应该瞄准某个细分领域。与其在其他任何领域垫底，不如在你的细分市场中名列前茅。
• 无论你选择什么关键词, make sure you actually use them in your website content. Search engines might look smart, but they are not. They cannot see your pictures nor make word associations. So if you have pictures of shoes on your website, it doesn't hurt to state categorically that "we sell shoes".

网站中关键词的使用位置和使用方法

接下来，您需要在网站中添加关键词和相关信息。这需要在网站的前端（页面内容）和后端（元标签）区域都进行，这被称为页面内SEO。请记住，每个页面都是被谷歌搜索并展示在搜索结果中的机会。务必确保每个页面都有独特的关键词和内容，以免在谷歌搜索结果中与自己竞争！

When adding keywords to individual pages at the front end of your website, remember: 

• 每页只能使用一个关键词或关键词短语, including it in the page headings and paragraphs. Aim for the keyword phrase to feature in around 2-3% of the text, as using it too many times will have a negative effect on your search engine rankings. 
• 每个页面标题都需要包含关键词短语即 H1 标题（最重要的标题）。
• include the keyword in at least one subheading on a page, known as the H2 heading (2nd most important heading) up to H5.
• the content at and towards the top of a page is the most important在文章开头几句话和段落中使用关键词短语。使用关键词的同义词很有帮助，可以避免关键词堆砌。
• keyword stuffing （在页面上大量添加关键词短语）应尽量避免，因为谷歌可能会因此惩罚您的网站。
  
• 通过向导上传图片时, consider using the "alt text" to insert keywords for your images. Other images will be automatically coded to the product title or gallery page title. You can also right click on an existing image, edit properties, and update the title/description there also
  
• include your company name on the footer of your website design 在所有页面上。通常情况下，版权声明会自动处理这个问题，它兼具这两个功能。建议您在版权声明中包含您所在的郊区、城镇、城市和国家/地区，这样可以将您页面的所有内容与这些地区部分关联起来，从而提高您的页面在地理搜索中被找到的几率。您还可以考虑不时地将“我们”或“我方”替换为您的公司名称。
  

在网站后台添加关键词是在内容管理系统的SEO部分完成的，主要是在元标签区域。 In here you should add your keyword phrase in your meta tags if possible, including the meta title, meta description and filename.

• 按钮标题 - the text you want shown on your menu for a specific web page. It should be short (one or two words) and say what the page is about
• 页面标题 - shown on an actual page, this heading will automatically be given h1 status, which means that search engines will know that this heading is the most important one on your page. Your page title should accurately describe what the page is about and contain your page's keywords
• 元标题 - seen in a page browser tab, aim to use around 60 characters (spaces, letters, symbols) in your meta title (more is fine, but search engines tend to only display up to 60 characters). It should contain the page's keyword and describe what the page is about, like a shorter version of your page heading
• 描述 也称为元描述，这是一段简短的文字，搜索引擎会在搜索结果页面上显示这段文字。不同搜索引擎显示的文字长度可能有所不同，谷歌通常会在每个结果中显示大约 150 个字符（字母、空格、符号或数字）。请确保元描述 100% 原创，包含关键词，简要概括文章内容，并包含行动号召。
• 关键词 - while you can add multiple keywords in this box, remember that each page on your site should focus on only one single keyword or keyword phrase
• 文件名 - URL 末尾斜杠 (/) 后面的部分。尽量保持简短且具有描述性，并尽可能包含关键词。文件名中单词之间的最佳做法是使用连字符。

为什么原创内容对搜索引擎优化 (SEO) 有益

Search engines use complex algorithms to identify which sites have the best quality unique content so they can present users with the most relevant results for their search. Unique content is the content that is present on your website only, helping to distinguish it from other websites. As well as providing valuable information for website visitors, original website content is vital for SEO because it helps to:

• 通过搜索引擎为网站获取更多自然流量
• help raise your domain authority or DA, which is a credibility ranking given to a website
• 优质内容能提升网站权威性。
• 获得更多反向链接，因为其他人会分享你的内容，认为它对他们的受众有益。
• 在搜索引擎结果页面 (SERP) 中排名更高
• 改善用户体验

Website visitors will not always come to your home page first. Everyone has a different problem they want to solve, or a specific product they want. Consider searching for "Hamilton Accommodation" and seeing the results for "AA travel" or "Jasons" websites. If you clicked on those websites you would not expect to go to their home page, you would expect to go to the page most applicable to your search phrase: "Hamilton Accommodation"

网站上每个关键词都对应一个专门的页面。相当一部分谷歌搜索结果会将用户引导至“着陆页”，而不是首页。因此，请针对每个关键词优化网站的某些页面，使其成为着陆页。不妨将您的网站想象成一条挂满各种鱼钩的鱼线。您永远无法预知哪种鱼潜伏在水底，所以必须使用合适的鱼钩才能钓到合适的鱼。

外部链接

Incoming links are links from other websites to your website, and are used to share information with the originating website's audience. Search engines use incoming links as one of their many SEO ranking factors. Just as your website is ranked according to unique content and other factors, so are the sites that the incoming links are from. The higher the quality website, the more importance a link is given. In the diagram below, Retailer D has the most beneficial links and theoretically the highest ranking website, followed by C, B and then A.

入站链接、出站链接和内部链接

• Once you are found by Google, the next most important thing you can do to increase your search rank is 外部链接。 入站链接就是一个链接。 从 另一个网站链接到你的网站。这就像另一个网站在为你引荐业务、为你背书或为你做广告。简单来说，这是件好事。链接越多越好。外部链接可以增加你的网站流量。要获得外部链接，你需要联系（可能还要付费）另一个网站为你设置链接。
  
• 外部链接 这些链接不好。它们会将用户从你的网站引导到其他网站。这不仅会让你失去完成销售的机会，还会抵消所有外部链接的价值。你应该希望外部链接多于外部链接。如果你确实需要外部链接，请确保链接打开的是新页面，这样用户就不会离开你的页面。
• 内部链接——这些链接是从您网站某个页面的内容指向另一个页面的链接。这类链接有助于识别和控制您网站中更重要页面的相关性。

锚文本或链接文本

• 为了最大限度地发挥外部链接的优势，您还应该考虑以下几点： link text says. Where possible provide the other website with the link text you want them to use. Avoid link text that is merely your web address, company name or "click here". Make it a clear key phrase like "Cheap shoes at Johns Shoe store". Using key phrases in link text will improve your ranking for those words a lot.

如何获取外部链接？

• 商业名录，付费和免费。 不同行业都有各自专属的行业名录。新西兰最热门的在线商业名录之一是…… Business Networking NZ它还提供指向您网站的免费链接，以及一个支持性的 Facebook 社交群组，供您加入并与其他企业主交流。
  
• 供应商或客户
• 您的成员 organisation, or industry associations 你属于
• Wikipedia articles
• 政府名录其中有很多政府所有的董事，包括与橄榄球世界杯等重大体育赛事相关的董事，以及经济发展部董事。
• 论坛、博客和社交网站
• 将您的网站提交到尽可能多的平台 搜索引擎 尽可能这样做。这需要时间，但值得。
• Create 社交网络个人资料 带有反向链接。
• Join Marketplaces, eg 我们的市场 
• Site Maps - This is a good way to identify all the pages of your website so that Google can at least easily find all your web pages. Your website world sitemap is located at www.yourdomain.name/sitemap.xml

本地SEO - 本地零售/服务/贸易

Because of this, if your business serves your local area, it is vital that you include the names of the town, city and region you operate in throughout your website such as in headings, paragraphs and footer.

域名选择注意事项

• 存在时间较长且从未中断过的老域名和网站，即使内容很久没有更新，排名通常也高于新网站。
• 提前数年注册的域名与那些无力提前数年续订数千个域名的域名抢注者截然不同。对于企业主而言，提前数年续订一个域名的成本并不高，而谷歌却能轻易获取到这一信息。
• 使用包含关键词的域名显然比不包含关键词的域名要好，但不要为了改而改，轻易更改你之前成功使用的域名。你会失去多年积累的历史数据和排名。
• You only need one domain name for Google. It will mostly ignore your other domains. Some argue you should have redirections from all your other domains
• Having a .nz domain suffix can rank more highly in Google.co.nz.
• With our CMS, you can register additional domain names and have them "mirror hosted" in other countries. We will mirror your website free of charge on those other domain names. So you can get the same geographical search benefits in those other countries local instance of Google.
• 域名后缀有很多种，例如 .com、.co.nz 和 .nz 等。一般来说，您应该选择与您运营所在国家/地区或行业相关的后缀。

向网站添加新内容是有益的

除了原创内容外，定期添加新内容也会让您的网站受益，原因如下：

• 新内容会促使搜索引擎重复索引您的网站。
• the more content your site has, the more opportunities it has to be show in search engine results
• fresh content helps to increase your domain authority
• visitors are encouraged to revisit your site to check out what is new and remain engaged with your brand

网站地图和网站管理员工具

• Google Web Master Tools and Bing Web Master Tools will help you get your new website found more quickly
• 它将帮助您修复网站搜索结果中出现的任何错误。
• It will improve your ranking. Refer to the link for more info.
• 您可以在我们的内容管理系统 (CMS) 的 SEO 区域下载网站地图。

CMS注意事项

• Take care on your choice of web designer or content management system. Some CMS do not make websites which are search engine friendly,  such as where the URL's to each page are different each time a robot visits due to a session ID, or the URL's are long and unfriendly to read. Other downfalls of some CMS are that the template design code obscures the content, or uses important tags like H1 for logo or company name placement, rather than immediately preceding the first paragraph.
• 一个好用的内容管理系统是： 网站世界内容管理系统 它生成的网页适合搜索引擎索引，并且通过了上述所有测试。Web Widgets 还提供了一种简便的方法，让您无需任何技术专长即可更新关键词和元标签，并在此过程中提供实用技巧。

网站统计

• 密切关注网站的运行情况非常重要。
• 您可以登录内容管理系统 (CMS) 免费查看您的网站统计数据，也可以定期通过电子邮件接收这些数据。
• 我们集成到内容管理系统中的统计软件包是 AWstats. 它提供清晰易读的结果，属于服务器端统计工具。您也可以考虑使用 Google Analytics，它能提供更多关于客户屏幕尺寸的信息，因为它是客户端统计工具。
• Where can I insert Google Analytics?
  • 可以在 SEO 或自定义设计设置中，或者在域名统计和 SEO 区域下进行此操作。
  • 您还可以将特定的 Google Analytics（分析）跟踪代码插入到询价表单的感谢页面或购物结账页面，以监控广告“转化”。使用工具栏中的“插入视频”功能，或者切换到 HTML 模式，滚动到页面底部并粘贴代码。

Pay Per Click

• 如果您希望快速获得效果，AdWords 或许是一个值得考虑的选择。
• Make a different advert for each key phrase (or set of similar phrases) you are targeting. The advert will be more effective if it is highly relevant to the searcher keywords. The searcher knows what they are looking for, your advert needs to speak to the searcher, it speaks loudest if your advert heading includes their keywords.
• With pay per click, budget is an important factor, so only make adverts for key phrases of 3 words or more. Your advert might be shown to less people, but at least you know it will only be clicked on by the people who really want your services. If you spend less on the wrong people, you can spend more on the right people or enter new markets.
• Target only 1 market at a time, until you learn the ropes. If you enter a new market (country / language), make sure your website is ready to support them.
• Make sure your advert link goes to a page highly relevant to their needs. This will quite likely not be the home page. Put yourself in your customers shoes, they don't know you, they searched for some words, found your advert, now what? Make sure the next sentence they read on your website flows obviously from the wording of your advert. So quite likely you will have a different landing page for each advert.
• 了解更多关于谷歌广告的信息 和 Cost Per Click Advertising

您可能还想考虑其他事项

• 通过谷歌新的搜索相关性按钮，用户可以自行决定页面的相关性。
• Google tool bar page rank, this sends information to google as to what pages you look at, even if those pages are book marked or entered directly to the address bar from a business card. This helps google make decisions about which websites are more relevant even if not searched for.
• SEO最佳实践一直在变化，所以要不断更新知识。 Google Search Central 这里是做这件事的好地方。
• 获取一份格式精美的网站SEO报告，其中包含一些针对您特定需求的技巧和窍门。 网站评分器 or Moz

Don't wait, do it now!  When it comes to SEO, you are in it for the long haul. It takes time to get new websites and new content shown by Google, and you can expect your rankings to go up and down a lot with 算法更新。