SEO Basic搜索引擎优化基础英文版.docx
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SEO Basic搜索引擎优化基础英文版.docx
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SEOBasic搜索引擎优化基础英文版
SEOBasic:
AGuideforWebmasterandSearchEnginemarketers1
HowtoKeepUptoDatainSearch(byDuncanParry)2
IgnoretheNoise2
SelectanRSSReader2
DigitalOverall2
TheSearchStalwarts3
Don’tForgettoCull3
HowtomakeVideoContentWorkforYou3
HowCouldYourCompanyUseVideoContent?
3
OutsourceifYouNeedto4
UseVideoContenttoImpactUniversalSearch&SEO4
KeepitShorttoKeepthemSweet4
WantaViralVideo?
DigDeepIntoYourBudget4
OrganicSearchListingsThatDriveClicks5
ElementstoInclude5
Testing5
Bells&Whistles6
HighlightsfromtheSEMBasicsArchive6
10TopOnlineTravelMarketingTips6
5WaystoCreateanOnlineBuzz9
10ThingsYouNeedtoKnowtoGetStartedonTwitter9
SEOBasic:
AGuideforWebmasterandSearchEnginemarketers
SearchEngineWatchcanhelpwebmaster,searchmarketers,andotheronlinemarketerslearnaboutsearchengineoptimizationandsearchenginemarketing(SEM).Below,we’vehighlightedsomeofthebeststoriesonarangeoftopics.
HowtoKeepUptoDatainSearch(byDuncanParry)
Thesearchindustryneverstops,FromAltaVistatoGoogle,andGoToasttoSearchIgnite,thefortunesofcompaniesandtechnologiesevolveovertime
Iwasremindedofthisrecentlywhentrainingnewhires.They’dneverheadofnameslikeAltaVista,Excite,Lycos,etc.–companiesthatdefinedtheSearchspacelessthan10yearsago.
So,howdoyoukeepuptodate?
IgnoretheNoise
It’simportanttorecognizethattherearemany,manyblogsandarticlespublishedaboutsearcheveryday–andmanymore“experts’onforumsandTwitterandinFacebookandLinkedIngroups.
Youcanignoremostofthem.Theabilityofthesearchindustrytoreporton,discuss,analyze,argueabout,andregurgitateafactuntilithasbeendistortedoutofallproportion(不成比例)andattainedmyth-likestatusislegendary.There’salotofnoise--soyouneedtospendyourlimitedtimeonsitesthatarecredibleand.Mostimportantly,correct.
It’salsoimportanttonotethatthesearchenginesarenolongersearchcompanies–theyoffermuchbroaderproductlines;soyouwillneedtokeepuptodateondevelopmentsinalltheirproducts,too,assearchisoftenintegratedintothem(andpaidsearchrevenuespayforthem)
SelectanRSSReader
Ican’tthinkofanindustrynewssitethatdoesn’thaveanRSSfeed–sochoosingagoodreaderiscrucial.Therearemanyavailable.IuseGoogleReadertocollateandorganizefeedsbytopicinfoldersasit’stiedtomyGoogleloginandeasytouseonanycomputer,ipad,ormobile.
IoftenuserFeedlylinkedtogoogleReaderasitoffersaslickerinterfacethatfeelsclosertoamagazine.AnotherbonusofGoogleReaderisthatyoucanaddanyURLtoit–notjustRSSfeeds–andReaderwillmonitorthepageforchangesandpresentthenasifafeedhasupdated.
Manysitesofferseveralfeeds–followthosemostrelevanttoyourareaofworkandinterests;It’seasytooverlandyourselfwithfeedsandfindyouhavemorethan100articlestowadethrougheverymorning.Prettysoonyouwillfindyou’retoobusytobother,andendupreadingnothing.
DigitalOverall
TokeepanyeyeonthewiderindustryIfollowafewkeysites–Mashable,TheNextWeb,RobertScoble,JohnBattelle’sSearchBlog,andEconsultancy,tonameafew.
TheSearchStalwarts
Thereareafewsearch-focusedsitesthataremust-reads.SearchEngineWatchandSearchengineLandarethetwoheavyweights;Ireceivetheirnewsletterseverymorningaswellastheirfeeds;theyprovideasummaryofthemostimportantsearchnewandtopics.SearchEngineRoundtableisalsoimportantandoftenhasdetailsofnewGoogletestorrumorswithsomebasistothenasreportedonothersitesorforum
Thereareofcoursemanyotherdigitalindustryandsearchsites–theabovesiteslinktogoodsourcesastheycoverstories;helpingyoufindsothersources.
SearchEngineWatch:
SearchengineLand:
SearchEngineRoundtable:
Don’tForgettoCull
Onelastpieceofadvice:
don’tforgettodeletefeeds.Overtime,siteschangeeditor,ortheirfocusshiftsortheirwrithingdeclinesinquality.Sowhenasiteseemstopublichnothingofinterest,deleteif–yourtimeisprecious.
HowtomakeVideoContentWorkforYou
Anincreasingnumberofcompaniesarepublishingvideosontotheirwebsitesastheystrivetogivedemandingconsumersthecontenttheywant.
Infact,anumberofstudieshaveshownthatmoreandmoretopretailersareusingonlinevideotoengagewiththeirvisitors,anddriveuprepeatvisitsandsales.
AstudybyeMarketerearlierthisyearevensuggestedthatvideocontentcouldhelpreduceshoppingcartabandonment–anattractivepropositionforanyonlineretailer.
Sohowcanyoumakeuseofvideo?
HowCouldYourCompanyUseVideoContent?
It’sallverywelldecidingyourbusinessshouldleapontothevideocontentbandwagon,butwhatdoyouactuallyintendtouseifforandwhatkindofcontentbestsuitsthat?
Therearemanyoptions.Youcouldpublishvideonews,industryguides,interviews,orsimplyfunny,industry-relevantcontent.
Someoftheseareeasiertodothanothers–it’scomparativelysimpletocreateastrainghtwardinterviewwithyourCEOoraproductdevelopmentmanager.
However,ittakesrealskilltocreatesomethingfunnythatpeoplewillwanttoshareandstandsachanceofgoingviral.
Thereisnothingworsethanseeingafailedattemptathumoronacorporatewebsite,particularlyifit’sbadlyshotandedited.It’slikewatchingyourDaddancetheMacarena.
OutsourceifYouNeedto
Let’sbefrank,videofilmedonyourmobilephoneandeditedusingsomebasichomeeditingpackagearenotgoingtolookprofessional.
Publishingshoddycontentontoyoursitedevaluesyourbrandandunderminesyouronlinemarketingcampaign.
Ifyouhavethebudget,bringsomecreativesintothecompanyandletthemrunwiththeirideas.AsthemoneyflowsoutoftraditionalmediaroleslikenewspapersandTV,morecreativegraduatesareleavinguniversityandlookingformarketingroles.
Youcaneasilyfindtalentedstaffcapableoffilming,starringinandeditingyourcontentfornotmuchmorethanyou’dpayajuniorcopywriter.
However,ifyouaren’twillingtohireaqualifiedteamthenoutsourceyourvideoneedstooneofthemanynewagenciesthathavesprunguptoprovidetailoredcontenttolargecompanies.
Itwillcostmoney,butit’sworthitfortheprofessionalfeelawellscripted,filmed,andeditedvideoprovides.
UseVideoContenttoImpactUniversalSearch&SEO
Althoughthesearchenginesaregettingbetteratreadingvideocontent,yourvideoscanstillworkhardforyourorganicsearchengineoptimizationstrategies.
Thiscanbebecausepeoplearelinkingtothevideos,orbecausetheyareembeddingthemontheirownsitesandlinkingtoyours.Youcanalsoaddtranscriptandkeyword-richdescriptionstoreinforcetherelevancyofthepage.
Allofthiswillclearlyhelptoboosttherelevancyofthesevideosinthesearchenginesandtheirlistingsinuniversalsearchresults.
KeepitShorttoKeepthemSweet
Don’texpectviewerstositthroughfourorfiveminutesofvideocontent,becauseingeneraltheywon’t.Thevastmajoritywillclickawayandyou’lllosethesaleyouwere
Tryingtodrivethemtowards
Ideally,yourvideosshouldbeunderaminutelong,twominutesatthemost.Videoiseasytodigestandthat’swhyit’spopular,sothereisnopointintryingtocrammountainsofcontentin.
Biggerdefinitelyisn’tbetter.
WantaViralVideo?
DigDeepIntoYourBudget
Achievingviralsuccessispartluck,partbigbudget.Yourneedtoinvestinpromotingyourvideocontentalmostasmuchasyourinvestincreatingit.
Advertiseandpromoteyourcontent.EncouragesharingonTwitter,facebook,andanyothersocialplatformthatyourtypicalcustomersuseandspendmoneygettingitseen.
Ifthecontentisgood,thenthiswilligniteonlineinterestandyourvideowillsoonbeseenacrosstheworld.
OrganicSearchListingsThatDriveClicks
Yoursearchenginelistinghasabigimpactonthetrafficultimatelydriventoyoursite.It’snotenoughrankhighlyifyoucan’tconvincepeopletoclick.Anumberofmethodstoimproveyourlistingareavailabletoyou.
ElementstoInclude
Yourlistingismadeofupyourpagetitle,metadescription(usually),andaURL.Allofthoseshouldbetweakedaspartofyoursearchmarketingefforts.Tostandout,include:
·Keywordsinyourtitle,descriptionsandURLs:
GoolgeandBingwillboldwordsinalistingthatmatchthesearchquery.
·Yourbrandname:
Peopleliketoclickonfamiliarsites.
·Acalltoactionwithinthedescription:
Somethinglike’bookyourvacationnow!
’
·Yousellingpoint:
Doyouhaveabigselection,uniquetools,orexpertreviewers?
Doyouofferthelowestpricesorfreeshipping?
·Topproducts,departments,features,subheadings,orafirstsentencefromanarticleinthedescription:
Rememberthatyoucanonlyhaveabout150charactersbeforeyoutextwillgettruncated
Testing
Nowthatyou’vemadeyourlistings,youneedtoseeiftheywork.Paidsearchallowsforlotsoftestingwithsomeprettyclearresultsofwhatworks.Testingyourorganiclistingismuchharder,butstillworthwhile.
·PPCADTesting:
Becausethepaidadsaresoeasytotest,usethemtogetsomegeneralideas.Dopeoplerespondbetterto15percentofforfreeshipping?
·A/BTesting:
Ifyoursiteallows,youcandosomeA/Btraffictestingofyourlistings.Toreducetheinfluenceofotherfactors,testsshouldberunconcu
- 配套讲稿:
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