世界,您好!

SEO,全称Search Engine Optimization,也即搜索引擎优化。属于网络营销的一个分支,也常会被划分为运营市场。

SEO是什么意思

以百度为例,搜一个关键词的时候看到的搜索结果页上面,各类结果大致可以分为三块——付费推广、特型展示、自然流量。

付费推广

付费推广即PPC,现在在国内一般被称为SEM;尽管SEM也需要考虑到许多因素,但总体上仍然是,只要给百度交更多的钱,排名就会更高。

SEM与SEO,看着都是从百度导流,其专业技能之间的也确实存在一些共通地方;但免费渠道与付费渠道天差地别,这本质上仍然属于两个行业,同样遵循隔行如隔山的道理。没有SEO经验的SEM人员,几乎没有任何可能性可以把SEO做好,反之亦然。

特型展示

而特型展示,一般只开放给各个行业头部的顶级网站。有些是和百度签年度过亿的框架协议,有些则是不收取费用的共赢合作。这一类的搜索结果因为一些历史原因,常被人称为阿拉丁。它有时可以归属到广义的SEO范畴之中,但通常更适合被归为BD的范畴。

自然流量

自然流量,或说免费流量,只有这一类的搜索结果完全是属于SEO领域之中的事情。

如果我们想获取到更多自然流量,那么就得进行网站优化,将内容及用户体验做到更加的优质。百度会尽可能的提高优质网页的排名,以保证用户会乐意用百度。此时,双方达成了共赢。

SEO的流量特性

一个最常见的误解是,认为SEO是免费的。确实是不用给平台交钱,但这么白捡的事情大家都喜欢做,这就使得它的竞争极大。

如果SEO优化的成本要比SEM低得多的话,那还会有多少人乐意给百度交钱呢?

这个行业最重要的一个事实之一,就是非常反常识的——哪怕SEM等昂贵的付费渠道,其ROI通常也比SEO来得更高许多。

即便这么说,「免费流量渠道」的特性使得这一块确实具有四两拨千斤的可能性,尤其在2010年之前,大部分网站都是依靠它来起家的。诸如58同城、赶集网、同程网,乃至最初的今日头条也是如此……包括阿里巴巴的B2C业务崛起之前,也是靠全球B2B业务的盈利撑着,当时其流量主要来自于谷歌SEO。随着时代的变迁,这样的网站越来越少了,但多少还是存在些个。

也就是,从平均期望来说,SEO比大部分付费渠道流量的ROI都更低,但也有极个别情况下,它的ROI可以百倍千倍的高过那些类型的渠道,存在极大的不确定性。

无论作为个人、小团队还是大企业,做SEO的时候都不应该抱着买彩票式的心态来做。

SEO优化的困境

由于有一部分行业,诸如电影站、小说站等等的建站的成本非常小,这使得掌握SEO技术的人员,尤其在早年非常容易自己做站,得到相当可观的收入。

通常来说无论什么类型的网站,至多几十万的日均IP就能有每月十万的广告费用,而且基本是躺赚,这远远比996式的百万年薪要来得舒服。

反过来,手握几十万日均IP的SEO人员绝不少见,然而作为一个相对较小的行业,百万年薪的职位却屈指可数。

基于这样的行业特型,就造成了一个几乎必然的极端现象:常年在职场里面的SEO人员,绝大多数一点都不懂怎么做SEO,哪怕阿里等巨头公司重金招的也不例外。

这也招致了另一个问题——既然连阿里这类巨头都招不到合适的SEO人员,小小的乙方公司又怎么可能招到呢?于是SEO外包公司之中大部分是极为不靠谱的——这基本是行业共识。

SEO怎么做

新站小站

对于占到大多数的其余站点,尤其是新站,首先应当考虑放弃网站优化这种方向。作为曲线救国的方法,或许稍微可以考虑的,是借助百家号和知乎的强势排名,在这些平台上发布内容。

每一行多少存在些不同情况,如果因为行业特型确实无法割舍SEO流量,想要硬着头皮来做的话,那么无论是做国内还是国外的流量,都应该都是参考百度搜索资源平台的官方文档,以及Google Search Console的帮助文档。

尽管官方文档是完全公开的,但实际上严格按照它们来做的网站并没几个。只要能真正严格对照去做,多少能收获一些效果。哪怕找到靠谱的SEO人员或是外包公司(这个几率相当小),他们一样需要从这些地方开始做起。

无论什么情况下,新站小站的优化总是需要相对较长的周期,以及效果上相当大的不确定性,这是应当意识到的。如果本着以马当活马医的考虑来做的话,我这儿也可以提供新站小站的合作。

新站小站本身是也能操作的去获得高竞争行业的流量的,比如我的网站规模也很小,却依然排在「SEO」这个词的第一页。但具体多久能做到这般效果,不同小网站之间的差异性很大。

大中型网站

对于早年的时候百度流量已做出可观规模的网站,又或者类似于知乎那般内容质量优势极强的网站,这些直至如今都有机会进一步轻易的做出极为庞大的SEO流量。

对这些网站而言,无论是发布更多内容还是建设更多外链,都没什么意义,不是说这些事情没有效果,但边际效应递减的关系,没机会通过这些增量手段来得到显著提升。

如何对于网站在历史上已有的内容,将其获取流量的能力最大化,是关键所在。

许多公司在过去多年中,没有见过SEO流量出现过短期内数倍的涨幅,也没见过别的竞争对手网站有这般涨幅,就误以为它效果注定有限,这是一个错误的观点。大部分的普遍情况不能代表全部的情况。

早在我2012年担任赶集网SEO负责人的时候,就已是时常上线一个小项目,能获得几十万日均IP的增长。如今无论多大体量的网站在我手里,除非流量已经达到了所处行业的天花板,否则三个月的周期里面至少能提升100%。

``` html
<!-- 面包屑 -->
<script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "BreadcrumbList",
      "itemListElement": [{
        "@type": "ListItem",
        "position": 1,
        "name": "Books",
        "item": "https://example.com/books"
      },{
        "@type": "ListItem",
        "position": 2,
        "name": "Science Fiction",
        "item": "https://example.com/books/sciencefiction"
      },{
        "@type": "ListItem",
        "position": 3,
        "name": "Award Winners"
      }]
    }
</script>

<!-- 文  章 -->
<script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "NewsArticle",
      "headline": "Title of a News Article",
      "image": [
        "https://example.com/photos/1x1/photo.jpg",
        "https://example.com/photos/4x3/photo.jpg",
        "https://example.com/photos/16x9/photo.jpg"
       ],
      "datePublished": "2015-02-05T08:00:00+08:00",
      "dateModified": "2015-02-05T09:20:00+08:00",
      "author": [{
          "@type": "Person",
          "name": "Jane Doe",
          "url": "http://example.com/profile/janedoe123"
        },{
          "@type": "Person",
          "name": "John Doe",
          "url": "http://example.com/profile/johndoe123"
      }]
    }
</script>

<!-- 图片索引 -->
<script type="application/ld+json">
    [{
      "@context": "https://schema.org/",
      "@type": "ImageObject",
      "contentUrl": "https://example.com/photos/1x1/black-labrador-puppy.jpg",
      "license": "https://example.com/license",
      "acquireLicensePage": "https://example.com/how-to-use-my-images"
    },
   {
      "@context": "https://schema.org/",
      "@type": "ImageObject",
      "contentUrl": "https://example.com/photos/1x1/adult-black-labrador.jpg",
      "license": "https://example.com/license",
      "acquireLicensePage": "https://example.com/how-to-use-my-images"
    }]
</script>

<!-- 视频索引 -->
<script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": ["VideoObject", "LearningResource"],
      "name": "An introduction to XYZ",
      "description": "Solving equations using exponent properties",
      "educationalLevel": "High school (US)",
      "educationalAlignment": {
        "@type": "AlignmentObject",
        "educationalFramework": "Common Core",
        "targetName": "HSA-SSE.B.3",
        "targetUrl": "http://www.corestandards.org/Math/Content/HSA/SSE/#CCSS.Math.Content.HSA.SSE.B.3"
      },
      "contentUrl": "https://www.example.com/video/123/file.mp4",
      "thumbnailUrl": [
        "https://example.com/photos/1x1/photo.jpg",
        "https://example.com/photos/4x3/photo.jpg",
        "https://example.com/photos/16x9/photo.jpg"
      ],
      "hasPart": [{
        "@type": ["Clip", "LearningResource"],
        "learningResourceType": "Concept Overview",
        "name": "Understanding exponents",
        "startOffset": 40,
        "endOffset": 120,
        "url": "http://www.example.com/example?t=501"
      },{
        "@type": ["Clip", "LearningResource"],
        "learningResourceType": "Problem Walkthrough",
        "name": "Example problem 1: suspended wires",
        "text": "Consider a weight suspended from two wires as shown in Figure. Find the tension in each wire.",
        "startOffset": 150,
        "endOffset": 225,
        "url": "http://www.example.com/example?t=30"
      },{
        "@type": ["Clip", "LearningResource"],
        "learningResourceType": "Problem Walkthrough",
        "name": "Example problem 2: exponents",
        "text": "Consider a weight suspended from five wires as shown in Figure. Find the tension in one wire.",
        "startOffset": 275,
        "endOffset": 500,
        "url": "http://www.example.com/example?t=201"
      }],
      "uploadDate": "2018-03-31T08:00:00+08:00"
    }
</script>

<!-- 单个商品 -->
<script type="application/ld+json">
    {
      "@context": "https://schema.org/",
      "@type": "Product",
      "name": "Executive Anvil",
      "image": [
        "https://example.com/photos/1x1/photo.jpg",
        "https://example.com/photos/4x3/photo.jpg",
        "https://example.com/photos/16x9/photo.jpg"
       ],
      "description": "Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height.",
      "sku": "0446310786",
      "mpn": "925872",
      "brand": {
        "@type": "Brand",
        "name": "ACME"
      },
      "review": {
        "@type": "Review",
        "reviewRating": {
          "@type": "Rating",
          "ratingValue": "4",
          "bestRating": "5"
        },
        "author": {
          "@type": "Person",
          "name": "Fred Benson"
        }
      },
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.4",
        "reviewCount": "89"
      },
      "offers": {
        "@type": "Offer",
        "url": "https://example.com/anvil",
        "priceCurrency": "USD",
        "price": "119.99",
        "priceValidUntil": "2020-11-20",
        "itemCondition": "https://schema.org/UsedCondition",
        "availability": "https://schema.org/InStock"
      }
    }
</script>


<!-- 轮播图 -->
<script type="application/ld+json">
    {
      "@context":"https://schema.org",
      "@type":"ItemList",
      "itemListElement":[
        {
          "@type":"ListItem",
          "position":1,
          "url":"http://example.com/peanut-butter-cookies.html"
        },
        {
          "@type":"ListItem",
          "position":2,
          "url":"http://example.com/triple-chocolate-chunk.html"
        },
        {
          "@type":"ListItem",
          "position":3,
          "url":"http://example.com/snickerdoodles.html"
        }
      ]
    }
</script>


<!-- 知识问答 -->
<script type="application/ld+json">
    {
      "@context": "https://schema.org/",
      "@type": "Quiz",
      "about": {
        "@type": "Thing",
        "name": "Cell Transport"
      },
      "educationalAlignment": [
        {
          "@type": "AlignmentObject",
          "alignmentType": "educationalSubject",
          "targetName": "Biology"
        }
      ],
      "hasPart": [
        {
          "@context": "https://schema.org/",
          "@type": "Question",
          "eduQuestionType": "Flashcard",
          "text": "This is some fact about receptor molecules.",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "receptor molecules"
          }
        },
        {
          "@context": "https://schema.org/",
          "@type": "Question",
          "eduQuestionType": "Flashcard",
          "text": "This is some fact about the cell membrane.",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "cell membrane"
          }
        }
      ]
    }
</script>

<!-- FAQ -->
<script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "FAQPage",
      "mainEntity": [{
        "@type": "Question",
        "name": "What is the return policy?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "<p>Most unopened items in new condition and returned within <b>90 days</b> will receive a refund or exchange. Some items have a modified return policy noted on the receipt or packing slip. Items that are opened or damaged or do not have a receipt may be denied a refund or exchange. Items purchased online or in-store may be returned to any store.</p><p>Online purchases may be returned via a major parcel carrier. <a href=http://example.com/returns> Click here </a> to initiate a return.</p>"
        }
      }, {
        "@type": "Question",
        "name": "How long does it take to process a refund?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "We will reimburse you for returned items in the same way you paid for them. For example, any amounts deducted from a gift card will be credited back to a gift card. For returns by mail, once we receive your return, we will process it within 4–5 business days. It may take up to 7 days after we process the return to reflect in your account, depending on your financial institution's processing time."
        }
      }, {
        "@type": "Question",
        "name": "What is the policy for late/non-delivery of items ordered online?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "<p>Our local teams work diligently to make sure that your order arrives on time, within our normaldelivery hours of 9AM to 8PM in the recipient's time zone. During  busy holiday periods like Christmas, Valentine's and Mother's Day, we may extend our delivery hours before 9AM and after 8PM to ensure that all gifts are delivered on time. If for any reason your gift does not arrive on time, our dedicated Customer Service agents will do everything they can to help successfully resolve your issue.</p><p><a href=https://example.com/orders/>Click here</a> to complete the form with your order-related question(s).</p>"
        }
      }, {
        "@type": "Question",
        "name": "When will my credit card be charged?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "We'll attempt to securely charge your credit card at the point of purchase online. If there's a problem, you'll be notified on the spot and prompted to use another card. Once we receive verification of sufficient funds, your payment will be completed and transferred securely to us. Your account will be charged in 24 to 48 hours."
        }
      }, {
        "@type": "Question",
        "name": "Will I be charged sales tax for online orders?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text":"Local and State sales tax will be collected if your recipient's mailing address is in: <ul><li>Arizona</li><li>California</li><li>Colorado</li></ul>"}
        }]
    }
</script>

<!-- How To: 带有步骤的问题解决 -->
<script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "HowTo",
      "name": "How to tile a kitchen backsplash",
      "image": {
        "@type": "ImageObject",
        "url": "https://example.com/photos/1x1/photo.jpg",
        "height": "406",
        "width": "305"
      },
      "estimatedCost": {
        "@type": "MonetaryAmount",
        "currency": "USD",
        "value": "100"
      },
      "supply": [
        {
          "@type": "HowToSupply",
          "name": "tiles"
        }, {
          "@type": "HowToSupply",
          "name": "thin-set mortar"
        }, {
          "@type": "HowToSupply",
          "name": "tile grout"
        }, {
          "@type": "HowToSupply",
          "name": "grout sealer"
        }
      ],
      "tool": [
        {
          "@type": "HowToTool",
          "name": "notched trowel"
        }, {
          "@type": "HowToTool",
          "name": "bucket"
        },{
          "@type": "HowToTool",
          "name": "large sponge"
        }
      ],
      "step": [
        {
          "@type": "HowToStep",
          "url": "https://example.com/kitchen#step1",
          "name": "Prepare the surfaces",
          "itemListElement": [{
            "@type": "HowToDirection",
            "text": "Turn off the power to the kitchen and then remove everything that is on the wall, such as outlet covers, switchplates, and any other item in the area that is to be tiled."
          }, {
            "@type": "HowToDirection",
            "text": "Then clean the surface thoroughly to remove any grease or other debris and tape off the area."
          }],
          "image": {
            "@type": "ImageObject",
            "url": "https://example.com/photos/1x1/photo-step1.jpg",
            "height": "406",
            "width": "305"
          }
        }, {
          "@type": "HowToStep",
          "name": "Plan your layout",
          "url": "https://example.com/kitchen#step2",
          "itemListElement": [{
            "@type": "HowToTip",
            "text": "The creases created up until this point will be guiding lines for creating the four walls of your planter box."
          }, {
            "@type": "HowToDirection",
            "text": "Lift one side at a 90-degree angle, and fold it in place so that the point on the paper matches the other two points already in the center."
          }, {
            "@type": "HowToDirection",
            "text": "Repeat on the other side."
          }],
          "image": {
            "@type": "ImageObject",
            "url": "https://example.com/photos/1x1/photo-step2.jpg",
            "height": "406",
            "width": "305"
          }
        }, {
          "@type": "HowToStep",
          "name": "Prepare your and apply mortar (or choose adhesive tile)",
          "url": "https://example.com/kitchen#step3",
          "itemListElement": [{
            "@type": "HowToDirection",
            "text": "Follow the instructions on your thin-set mortar to determine the right amount of water to fill in your bucket. Once done, add the powder gradually and make sure it is thoroughly mixed."
          }, {
            "@type": "HowToDirection",
            "text": "Once mixed, let it stand for a few minutes before mixing it again. This time do not add more water. Double check your thin-set mortar instructions to make sure the consistency is right."
          }, {
            "@type": "HowToDirection",
            "text": "Spread the mortar on a small section of the wall with a trowel."
          }, {
            "@type": "HowToTip",
            "text": "Thinset and other adhesives set quickly so make sure to work in a small area."
          }, {
            "@type": "HowToDirection",
            "text": "Once it's applied, comb over it with a notched trowel."
          }],
          "image": {
            "@type": "ImageObject",
            "url": "https://example.com/photos/1x1/photo-step3.jpg",
            "height": "406",
            "width": "305"
          }
        }, {
          "@type": "HowToStep",
          "name": "Add your tile to the wall",
          "url": "https://example.com/kitchen#step4",
          "itemListElement": [{
            "@type": "HowToDirection",
            "text": "Place the tile sheets along the wall, making sure to add spacers so the tiles remain lined up."
          }, {
            "@type": "HowToDirection",
            "text": "Press the first piece of tile into the wall with a little twist, leaving a small (usually one-eight inch) gap at the countertop to account for expansion. use a rubber float to press the tile and ensure it sets in the adhesive."
          }, {
            "@type": "HowToDirection",
            "text": "Repeat the mortar and tiling until your wall is completely tiled, Working in small sections."
          }],
          "image": {
            "@type": "ImageObject",
            "url": "https://example.com/photos/1x1/photo-step4.jpg",
            "height": "406",
            "width": "305"
          }
        }, {
          "@type": "HowToStep",
          "name": "Apply the grout",
          "url": "https://example.com/kitchen#step5",
          "itemListElement": [{
            "@type": "HowToDirection",
            "text": "Allow the thin-set mortar to set. This usually takes about 12 hours. Don't mix the grout before the mortar is set, because you don't want the grout to dry out!"
          }, {
            "@type": "HowToDirection",
            "text": "To apply, cover the area thoroughly with grout and make sure you fill all the joints by spreading it across the tiles vertically, horizontally, and diagonally. Then fill any remaining voids with grout."
          }, {
            "@type": "HowToDirection",
            "text": "Then, with a moist sponge, sponge away the excess grout and then wipe clean with a towel. For easier maintenance in the future, think about applying a grout sealer."
          }],
          "image": {
            "@type": "ImageObject",
            "url": "https://example.com/photos/1x1/photo-step5.jpg",
            "height": "406",
            "width": "305"
          }
        }
      ],
      "totalTime": "P2D"
    }
</script>
```

0 条评论

目前没有人发表评论

发表评论

◎欢迎参与讨论,请在这里发表您的看法、交流您的观点。
验证码