網(wǎng)站排名的秘密：很多人想知道的SEO關(guān)鍵問(wèn)答

目錄
第1 章 搜索引擎優(yōu)化概念...................................................................................... 1
1.1 誰(shuí)應(yīng)該了解搜索引擎優(yōu)化......................................................................................1
1.2 如何快速了解搜索引擎優(yōu)化..................................................................................4
1.3 給老板與高階管理人員........................................................................................11
1.4 給營(yíng)銷(xiāo)與文案人員...............................................................................................15
1.5 給予網(wǎng)頁(yè)相關(guān)的技術(shù)人員....................................................................................18
1.6 學(xué)習(xí)SEO 應(yīng)該具有的認(rèn)識(shí)..................................................................................21
1.7 進(jìn)行SEO 操作的準(zhǔn)備工作..................................................................................23
1.8 正確的SEO 操作流程.........................................................................................26
1.9 SEO 操作經(jīng)常出現(xiàn)的錯(cuò)誤...................................................................................28
1.10 影響自然搜索排名的因素..................................................................................31
1.11 不同搜索引擎的SEO 策略................................................................................34
1.12 搜索經(jīng)驗(yàn)最優(yōu)化................................................................................................36
1.13 搜索引擎優(yōu)化哲學(xué).............................................................................................37
1.14 選擇SEO 策略..................................................................................................39
1.15 零類(lèi)接觸營(yíng)銷(xiāo)術(shù)................................................................................................42
1.16 網(wǎng)絡(luò)營(yíng)銷(xiāo)應(yīng)該從SEO 開(kāi)始................................................................................44
1.17 隨時(shí)注意網(wǎng)絡(luò)環(huán)境的變化..................................................................................46
第2 章 你應(yīng)該避免的SEO 誤會(huì)........................................................................... 51
2.1 SEO 可以解決企業(yè)營(yíng)銷(xiāo)困境嗎............................................................................51
2.2 SEO 公司可以保證搜索排名嗎............................................................................54
2.3 為什么搜索引擎優(yōu)化不能完全外包......................................................................57
2.4 應(yīng)該模仿競(jìng)爭(zhēng)者的SEO 操作嗎...........................................................................60
ii 網(wǎng)站排名的秘密：很多人想知道的SEO 關(guān)鍵問(wèn)答
2.5 關(guān)鍵詞廣告與Facebook 營(yíng)銷(xiāo)可以取代SEO 嗎..................................................61
2.6 SEO 是否就是網(wǎng)站優(yōu)化.......................................................................................63
2.7 Inbound Marketing 是否已經(jīng)取代了SEO...........................................................66
2.8 SEO 是否就是內(nèi)容營(yíng)銷(xiāo).......................................................................................67
2.9 品牌是否不需要SEO..........................................................................................70
2.10 其他應(yīng)該避免的誤解.........................................................................................74
第3 章 SEO 的優(yōu)化項(xiàng)目分析............................................................................... 77
3.1 找出各行業(yè)的優(yōu)化重點(diǎn)........................................................................................77
3.2 進(jìn)行搜索優(yōu)化的競(jìng)爭(zhēng)者網(wǎng)站分析.........................................................................78
3.3 進(jìn)行搜索優(yōu)化的自我網(wǎng)站分析.............................................................................85
3.4 進(jìn)行搜索優(yōu)化的關(guān)鍵詞分析................................................................................93
3.5 進(jìn)行搜索優(yōu)化的客戶(hù)需求分析.............................................................................96
3.6 產(chǎn)生搜索優(yōu)化的內(nèi)容策略....................................................................................99
3.7 分辨SEO 公司的優(yōu)勢(shì)與劣勢(shì).............................................................................101
3.8 網(wǎng)站環(huán)境安全性檢查.........................................................................................104
第4 章 網(wǎng)站結(jié)構(gòu)調(diào)整......................................................................................... 107
4.1 最優(yōu)網(wǎng)站結(jié)構(gòu)....................................................................................................107
4.2 如何使用301/302 轉(zhuǎn)址.....................................................................................115
4.3 標(biāo)準(zhǔn)鏈接元素....................................................................................................120
4.4 標(biāo)準(zhǔn)鏈接元素最常見(jiàn)的錯(cuò)誤..............................................................................125
4.5 網(wǎng)站搬家后如何讓新網(wǎng)址無(wú)縫接軌....................................................................128
4.6 網(wǎng)站搬家后如何保留社交網(wǎng)站的資源................................................................130
4.7 網(wǎng)站地圖...........................................................................................................135
4.8 robots.txt 與.htaccess 的作用..........................................................................139
4.9 如何避免SEO 攻擊...........................................................................................142
4.10 維基百科網(wǎng)頁(yè)的優(yōu)秀排名................................................................................144
4.11 手機(jī)版本網(wǎng)頁(yè)的特別設(shè)定................................................................................148
目錄 iii
第5 章 網(wǎng)站頁(yè)內(nèi)調(diào)整......................................................................................... 153
5.1 網(wǎng)站頁(yè)內(nèi)的操作重點(diǎn).........................................................................................153
5.2 獨(dú)特而準(zhǔn)確的標(biāo)題.............................................................................................159
5.3 收集客戶(hù)數(shù)據(jù)....................................................................................................162
5.4 長(zhǎng)尾關(guān)鍵詞與SEO 廢話(huà)哲學(xué)的關(guān)系..................................................................167
5.5 搜索引擎能否正確處理AJAX............................................................................169
5.6 進(jìn)行圖形優(yōu)化....................................................................................................172
5.7 為何應(yīng)該注意導(dǎo)出鏈接效應(yīng)..............................................................................175
第6 章 網(wǎng)站頁(yè)間調(diào)整......................................................................................... 177
6.1 如何評(píng)估鏈接質(zhì)量.............................................................................................177
6.2 什么是網(wǎng)頁(yè)間的操作重點(diǎn)..................................................................................180
6.3 如何面對(duì)Google 的頁(yè)尾鏈接規(guī)范....................................................................185
6.4 搜索引擎如何看待網(wǎng)頁(yè)間的作弊.......................................................................187
6.5 如何了解網(wǎng)站的鏈接.........................................................................................191
6.6 如何處理負(fù)面SEO............................................................................................193
6.7 如何找出失效的鏈接.........................................................................................196
6.8 錨點(diǎn)文字會(huì)被Co-citation 取代嗎.....................................................................199
6.9 如何進(jìn)行實(shí)體商店刊登......................................................................................201
第7 章 網(wǎng)站語(yǔ)義因素......................................................................................... 205
7.1 什么是語(yǔ)義網(wǎng)與語(yǔ)義搜索..................................................................................205
7.2 語(yǔ)義因素對(duì)搜索排名的影響..............................................................................211
7.3 微數(shù)據(jù)...............................................................................................................214
7.4 在電子商務(wù)環(huán)境中如何使用微數(shù)據(jù)....................................................................218
7.5 如何設(shè)定作者標(biāo)記.............................................................................................222
7.6 如何善用作者標(biāo)記提升搜索曝光度....................................................................227
7.7 Google 數(shù)據(jù)熒光筆...........................................................................................229
7.8 Google 知識(shí)圖譜...............................................................................................231
iv 網(wǎng)站排名的秘密：很多人想知道的SEO 關(guān)鍵問(wèn)答
第8 章 網(wǎng)站效果監(jiān)測(cè)......................................................................................... 235
8.1 網(wǎng)站搜索排名為什么會(huì)下降..............................................................................235
8.2 如何快速了解網(wǎng)站的成長(zhǎng)..................................................................................238
8.3 Google 流量分析工具.......................................................................................242
8.4 Google 分析工具必須設(shè)定的項(xiàng)目.....................................................................248
8.5 Google 分析工具有哪些重要報(bào)告.....................................................................250
8.6 如何自定義個(gè)性化報(bào)告......................................................................................260
8.7 Google 分析工具范本.......................................................................................263
8.8 如何使用Google 分析工具的提醒？.................................................................273
8.9 觀察搜索關(guān)鍵詞與搜索點(diǎn)擊率...........................................................................277
第9 章 搜索引擎規(guī)范......................................................................................... 281
9.1 Google 網(wǎng)站管理員指南....................................................................................281
9.2 Google 算法與手動(dòng)處罰的區(qū)別.........................................................................285
9.3 Bing/YAHOO! 的規(guī)范........................................................................................287
9.4 百度的搜索引擎優(yōu)化規(guī)范..................................................................................293
9.5 黑帽SEO..........................................................................................................295
9.6 案例研究：不自然鏈接......................................................................................297
9.7 案例研究：社論式廣告......................................................................................301
9.8 案例研究：購(gòu)買(mǎi)鏈接會(huì)不會(huì)被搜索引擎處罰.....................................................303
9.9 案例研究：作弊可以獲得流量嗎.......................................................................305
第10 章 搜索引擎優(yōu)化工具................................................................................ 309
10.1 如何測(cè)試網(wǎng)站速度...........................................................................................309
10.2 如何了解網(wǎng)站聯(lián)機(jī)...........................................................................................311
10.3 如何進(jìn)行網(wǎng)站調(diào)試分析....................................................................................313
10.4 如何進(jìn)行網(wǎng)站鏈接分析....................................................................................315
10.5 如何進(jìn)行搜索排名監(jiān)測(cè)....................................................................................318
10.6 如何使用關(guān)鍵詞工具.......................................................................................321
目錄 v
10.7 如何了解你的網(wǎng)站...........................................................................................323
10.8 如何有效管理Blog..........................................................................................328
10.9 如何有效發(fā)布刊登信息？ ...............................................................................332
10.10 如何查詢(xún)Pagerank 數(shù)值...............................................................................333
10.11 如何產(chǎn)生網(wǎng)站的Sitemap..............................................................................334
10.12 如何知道網(wǎng)站是否啟動(dòng)HTTP 304.................................................................336
附錄 SEO 操作檢查表........................................................................................ 337
網(wǎng)頁(yè)可存取性.............................................................................................................337
網(wǎng)址結(jié)構(gòu)....................................................................................................................337
網(wǎng)站地圖....................................................................................................................338
內(nèi)容與關(guān)鍵詞.............................................................................................................338
搜索結(jié)果顯示效果......................................................................................................339
社交網(wǎng)絡(luò)因素.............................................................................................................339
本地搜索因素.............................................................................................................339
網(wǎng)站監(jiān)測(cè)....................................................................................................................340
網(wǎng)站結(jié)構(gòu)與其他.........................................................................................................340
SEO 絕對(duì)不要做的事情..............................................................................................341