搜索優(yōu)化是一場(chǎng)沒(méi)有硝煙的運(yùn)營(yíng)硬仗，但在免費(fèi)策略上打出效果，更是挑戰(zhàn)中的高階玩法。這篇文章是一場(chǎng)實(shí)戰(zhàn)復(fù)盤，揭秘作者如何憑借內(nèi)容策略、站內(nèi)調(diào)整與搜索認(rèn)知，將一個(gè)門戶站點(diǎn)做到搜索首頁(yè)——不燒錢、不買量，純靠搜索引擎“看得上眼”。
　　Search optimization is an operational battle without gunpowder, but achieving results through free strategies is a high-level gameplay challenge. This article is a practical review that reveals how the author, through content strategy, on-site adjustments, and search cognition, can turn a portal site into a search homepage - without burning money or buying volume, relying solely on search engines to "catch the eye".

　　一、理解搜索排名背后的底層邏輯
　　1、 Understand the underlying logic behind search rankings
　　在動(dòng)手做優(yōu)化前，先系統(tǒng)性地整理了各大搜索引擎的排名機(jī)制，核心可以拆解為四個(gè)維度：
　　Before starting to optimize, we systematically organized the ranking mechanisms of major search engines, which can be broken down into four dimensions:
　　1. 相關(guān)性
　　1. Relevance
　　即搜索的關(guān)鍵詞和網(wǎng)站內(nèi)容的相關(guān)度，注意有以下幾點(diǎn)：
　　The relevance between the search keywords and website content should be noted with the following points:
　　1）關(guān)鍵詞匹配，搜索詞與網(wǎng)頁(yè)內(nèi)容、標(biāo)題、元標(biāo)簽等匹配度
　　1) Keyword matching, matching degree between search terms and webpage content, titles, meta tags, etc
　　2）語(yǔ)義理解：現(xiàn)在并非簡(jiǎn)單的關(guān)鍵詞匹配。百度的AI會(huì)結(jié)合大數(shù)據(jù)理解搜索詞的語(yǔ)義，同步分析網(wǎng)頁(yè)內(nèi)容是否正與用戶的搜索意圖相關(guān)
　　2) Semantic understanding: It's not just about keyword matching now. Baidu's AI will combine big data to understand the semantics of search terms and synchronously analyze whether webpage content is relevant to users' search intentions
　　3）標(biāo)簽匹配度：元標(biāo)簽優(yōu)化。
　　3) Tag matching degree: meta tag optimization.
　　Title名字標(biāo)簽：簡(jiǎn)潔、獨(dú)特性，不重復(fù)。
　　Title name tag: concise, unique, and non repetitive.
　　Description描述標(biāo)簽：突出頁(yè)面的核心價(jià)值和優(yōu)勢(shì)。
　　Description tag: Highlight the core value and advantages of the page.
　　描述內(nèi)容匹配度高，且長(zhǎng)度適中（150-300字符）。
　　The description has a high degree of matching and a moderate length (150-300 characters).
　　Keywords關(guān)鍵詞標(biāo)簽：選擇與頁(yè)面內(nèi)容相關(guān)的關(guān)鍵詞，但不要堆砌關(guān)鍵詞，保持自然和合理的密度。
　　Keywords: Choose keywords that are relevant to the content of the page, but do not stack keywords and maintain a natural and reasonable density.
　　2. 內(nèi)容質(zhì)量
　　2. Content quality
　　質(zhì)量越高排序越前。內(nèi)容質(zhì)量從以下幾個(gè)方面評(píng)定：
　　The higher the quality, the higher the ranking. Content quality is evaluated from the following aspects:
　　1）原創(chuàng)性：對(duì)抄襲、復(fù)制其他網(wǎng)站內(nèi)容的頁(yè)面降權(quán)。競(jìng)品網(wǎng)頁(yè)內(nèi)容上不直接復(fù)用
　　1) Originality: Downgrading pages that plagiarize or copy content from other websites. Not directly reusing content on competitor websites
　　2）深度和專業(yè)性：權(quán)威機(jī)構(gòu)和人士發(fā)布的內(nèi)容比普通內(nèi)容排序更高，如政府機(jī)構(gòu)、大型媒體、專業(yè)學(xué)術(shù)組織、行業(yè)領(lǐng)軍企業(yè)的官方網(wǎng)站等，通常具有較高的權(quán)重。適當(dāng)引用權(quán)威網(wǎng)站內(nèi)容。
　　2) Depth and Professionalism: Content published by authoritative institutions and individuals is ranked higher than ordinary content, such as government agencies, large media, professional academic organizations, and official websites of industry leaders, usually with higher weight. Properly cite authoritative website content.
　　3）完整性：頁(yè)面內(nèi)容完整，涵蓋了與主題相關(guān)的各個(gè)方面，在官方網(wǎng)站那就是導(dǎo)航欄、菜單、產(chǎn)品信息、規(guī)格、價(jià)格、資質(zhì)、技術(shù)參數(shù)、功能特性、使用場(chǎng)景、優(yōu)勢(shì)等要素全面。檢查網(wǎng)頁(yè)內(nèi)容是否元素齊全
　　3) Integrity: The page content is complete, covering all aspects related to the theme. On the official website, the navigation bar, menu, product information, specifications, prices, qualifications, technical parameters, functional features, usage scenarios, advantages, and other elements are comprehensive. Check if the webpage content has complete elements
　　4）時(shí)效性：網(wǎng)頁(yè)內(nèi)容的更新，也會(huì)增加一部分權(quán)重。
　　4) Timeliness: Updating webpage content will also increase some weight.
　　3. 用戶體驗(yàn)
　　3. User experience
　　1）用戶訪問(wèn)網(wǎng)站時(shí)，體驗(yàn)越好排序越前。
　　1) When users visit a website, the better the experience, the higher the ranking.
　　2）頁(yè)面加載速度：優(yōu)化的代碼、圖片壓縮、緩存優(yōu)化。首屏的加載速度最重要。
　　2) Page loading speed: optimized code, image compression, cache optimization. The loading speed of the first screen is the most important.
　　3）頁(yè)面布局清晰：頁(yè)面的排版，文字易于閱讀，圖片和視頻等元素展示正常，沒(méi)有廣告彈窗或干擾信息，具體是排版的層次（頭部區(qū)域、主視覺(jué)區(qū)、內(nèi)容區(qū)、底部信息區(qū)）。文字的換行、分段，字體和背景顏色對(duì)比度清晰，標(biāo)題、正文、輔助信息等會(huì)使用合適的字體大小，導(dǎo)航文字一般為 14px – 20px，正文內(nèi)容為 12px – 14px 等。移動(dòng)端適配 多終端適配。
　　3) Clear page layout: The layout of the page is easy to read with text, and elements such as images and videos are displayed normally without any advertising pop ups or interfering information. Specifically, the layout is hierarchical (header area, main visual area, content area, bottom information area). Line breaks and segmentation of text, clear contrast between font and background colors, appropriate font size will be used for titles, body text, auxiliary information, etc. Navigation text is generally 14px -20px, and body content is 12px -14px, etc. Mobile adaptation to multiple terminals.
　　4）交互流暢：用好內(nèi)部鏈接，網(wǎng)頁(yè)內(nèi)部多些鏈接交互，跳轉(zhuǎn)邏輯閉環(huán)。也可提排名。尤其是首頁(yè) 多鏈接到深層次頁(yè)面。
　　4) Smooth interaction: Make good use of internal links, add more links for interaction within the webpage, and create a closed loop for jumping logic. You can also improve your ranking. Especially the homepage often links to deeper pages.
　　5）用戶行為數(shù)據(jù)：
　　5) User behavior data:
　　??點(diǎn)擊率：點(diǎn)擊率較高權(quán)重越大。
　　Click through rate: The higher the click through rate, the greater the weight.
　　??停留時(shí)間：用戶在頁(yè)面上的停留時(shí)間較長(zhǎng)權(quán)重越大。
　　Staying time: The longer the user stays on the page, the greater the weight.
　　??跳出率：跳出率越低權(quán)重越大，網(wǎng)頁(yè)內(nèi)交互越多權(quán)重越大。即繼續(xù)瀏覽了網(wǎng)頁(yè)內(nèi)其他相關(guān)內(nèi)容
　　Bounce rate: The lower the bounce rate, the greater the weight, and the more interactions within the webpage, the greater the weight. I continued browsing other related content on the webpage
　　??收藏和分享：頁(yè)面收藏和分享越高權(quán)重越大。
　　Collecting and sharing: The higher the page's collection and sharing, the greater the weight.
　　可調(diào)動(dòng)公司內(nèi)部人員在自己的家里（多個(gè)IP）多瀏覽收藏分享。
　　Internal personnel of the company can be mobilized to browse, collect, and share more from their own homes (multiple IPs).
　　4. 個(gè)性化因素：類似于千人千面
　　4. Personalized factors: Similar to a thousand people and a thousand faces
　　百度會(huì)根據(jù)用戶的搜索歷史、瀏覽習(xí)慣、地理位置等信息，為用戶展現(xiàn)更匹配的搜索結(jié)果。例如，用戶經(jīng)常搜索醫(yī)療相關(guān)的內(nèi)容，同樣的權(quán)重 與醫(yī)療相關(guān)的網(wǎng)頁(yè)會(huì)優(yōu)先展示。
　　Baidu will display more matching search results to users based on their search history, browsing habits, geographic location, and other information. For example, if users frequently search for medical related content, web pages with the same weight and medical relevance will be prioritized for display.
　　二、基于以上我做了哪些動(dòng)作？
　　2、 What actions have I taken based on the above?
　　1. 優(yōu)化元標(biāo)簽關(guān)鍵詞
　　1. Optimize meta tag keywords
　　即 Title名字標(biāo)簽、Description 描述標(biāo)簽、Keywords 關(guān)鍵詞標(biāo)簽，給開發(fā)說(shuō)他們肯定知道。任何正規(guī)成熟的網(wǎng)站都有，我們可以訪問(wèn)競(jìng)品網(wǎng)站右鍵查看“網(wǎng)頁(yè)源代碼”看他們的關(guān)鍵詞
　　That is, the Title name tag, Description description tag, Keywords keyword tag, tell the developers that they definitely know. Any legitimate and mature website has it. We can visit competitor websites and right-click to view the "webpage source code" to see their keywords
　　2.逐條優(yōu)化
　　2. Optimize item by item
　　按照逐條按照上面的排序原則優(yōu)化，如：
　　Optimize item by item according to the sorting principle above, such as:
　　1）提升內(nèi)容質(zhì)量：友情鏈接多放一些行業(yè)權(quán)威網(wǎng)站的入口（仔細(xì)看的話很多網(wǎng)站都在做這個(gè)）、檢查文字圖片是否符合UI網(wǎng)頁(yè)規(guī)范、內(nèi)容分級(jí)清晰、內(nèi)容豐富、網(wǎng)站內(nèi)容更新要頻繁
　　1) Improve content quality: Add more industry authoritative website entrances to friendly links (if you look closely, many websites are doing this), check whether the text and images comply with UI webpage standards, have clear content grading, rich content, and frequent website content updates
　　下圖是友情鏈接案例：
　　The following is a case study of a friendship link:
　　2）提升用戶體驗(yàn)：壓縮所有圖文大小增加加載速度、頁(yè)面布局清晰主次分明。注意看下圖導(dǎo)航清晰、文字主副標(biāo)題區(qū)分明顯、視覺(jué)重點(diǎn)突出。
　　2) Improving user experience: Compressing the size of all graphics and text to increase loading speed, clear page layout with distinct priorities. Pay attention to the clear navigation, clear distinction between main and subtitle text, and prominent visual focus in the following image.
　　3）優(yōu)化用戶行為數(shù)據(jù)：可以調(diào)動(dòng)公司人員在多個(gè)IP下訪問(wèn)收藏網(wǎng)站，悄悄告訴大家市面上有很多上量的組織，分散到全國(guó)各地，找他們可以快速優(yōu)化訪問(wèn)數(shù)據(jù)，提升被搜索引擎抓取的概率。
　　3) Optimize user behavior data: Company personnel can be mobilized to access favorite websites under multiple IPs, quietly informing everyone that there are many high-volume organizations scattered across the country in the market. Finding them can quickly optimize access data and increase the probability of being crawled by search engines.
　　下圖是上量合規(guī)手段展示
　　The following figure shows the compliance measures for quantity control
　　其他有效方式補(bǔ)充
　　Other effective ways to supplement
　　1）加官方保障標(biāo)識(shí)，仔細(xì)看會(huì)發(fā)現(xiàn)很多網(wǎng)站加了藍(lán)色官方標(biāo)識(shí)，添加后可以大大增加搜索排名，立竿見(jiàn)影，不過(guò)是付費(fèi)的，需要找百度官方或三方代理添加。
　　1) Adding an official guarantee logo, upon closer inspection, you will find that many websites have added a blue official logo, which can greatly increase search rankings and have an immediate effect. However, it is paid and requires finding Baidu official or third-party agents to add.
　　2）去知乎、百度、論壇、貼吧等多曝光關(guān)鍵詞，注意長(zhǎng)尾關(guān)鍵詞也要覆蓋，比如我做的網(wǎng)站是“山東智慧政企門戶”，就要在類似：企業(yè)寬帶和家庭寬帶啥區(qū)別？辦公電話如何辦理，怎么最便宜？類似的更精確的場(chǎng)景多曝光，多去回答類似問(wèn)題。
　　2) Go to Zhihu, Baidu, forums, Tieba, and other places to expose more keywords, and pay attention to covering long tail keywords. For example, if my website is "Shandong Smart Government Enterprise Portal", I need to explain the difference between enterprise broadband and home broadband? How to handle office phone and what is the cheapest option? Expose more accurate scenes and answer similar questions more often.
　　3）找同類型的網(wǎng)站運(yùn)營(yíng)者互卦友情鏈接推廣。多問(wèn)幾個(gè)找三四個(gè)愿意互推的還是很容易的。
　　3) Find website operators of the same type to promote mutual divination and friendship links. It's easy to ask a few more and find three or four people willing to push each other.
　　三、幾點(diǎn)運(yùn)營(yíng)視角的思考
　　3、 Reflections on several operational perspectives
　　SEO本質(zhì)是“用戶-內(nèi)容-結(jié)構(gòu)”的三角協(xié)同：技術(shù)手段只是工具，歸根結(jié)底要解決的是“人為什么來(lái)、為什么留下來(lái)”的問(wèn)題。
　　The essence of SEO is the triangular collaboration of "user content structure": technical means are just tools, ultimately solving the problem of "why people come and why they stay".
　　不要迷信捷徑：很多SEO“黑科技”短期可能有效，但真正的自然流量是靠?jī)?nèi)容、結(jié)構(gòu)和體驗(yàn)積累起來(lái)的。
　　Don't be superstitious about shortcuts: Many SEO "black technologies" may be effective in the short term, but real organic traffic is accumulated through content, structure, and experience.
　　推廣依然要遵循產(chǎn)品思維：用戶在什么場(chǎng)景下因?yàn)槭裁葱枨笠L問(wèn)自己的網(wǎng)站，依然是推廣的核心問(wèn)題。關(guān)注用戶搜索場(chǎng)景、訪問(wèn)路徑、頁(yè)面內(nèi)容結(jié)構(gòu)等是關(guān)鍵。
　　Promotion still needs to follow product thinking: the core issue of promotion is still what scenarios and needs users need to visit their website in. The key is to pay attention to user search scenarios, access paths, page content structure, etc.
　　以上呢全都是可以免費(fèi)提升排名的辦法，其實(shí)理論上很簡(jiǎn)單，關(guān)鍵是要勤奮，執(zhí)行力要強(qiáng)，不要奢望有什么快速提升排名的辦法，不如多去試錯(cuò)，多發(fā)幾篇帖子增加曝光。
　　The above are all ways to improve ranking for free. In theory, it's very simple. The key is to be diligent and have strong execution ability. Don't expect to have any quick ways to improve ranking. It's better to try and error more and post more posts to increase exposure.
　　最后說(shuō)一下付費(fèi)的方式，即所謂的競(jìng)價(jià)排名，這行已經(jīng)非常卷了，三方代理競(jìng)爭(zhēng)也很激烈，但付費(fèi)優(yōu)化好是建立在網(wǎng)站優(yōu)化好的前提上的，同樣的關(guān)鍵詞出價(jià)，網(wǎng)站質(zhì)量和體驗(yàn)越好排名越前，越能為公司節(jié)省資金。付費(fèi)排名的邏輯如下：
　　Finally, let's talk about the paid method, which is called bidding ranking. This industry is already very competitive, and the competition among third-party agents is also fierce. However, good paid optimization is based on good website optimization. The same keyword bidding, better website quality and experience, higher ranking, can save the company more money. The logic of paid ranking is as follows:
　　實(shí)際點(diǎn)擊價(jià)格=（下一名出價(jià)×下一名關(guān)鍵詞質(zhì)量度）/自己關(guān)鍵詞質(zhì)量度+0.01元。比如，你的廣告排名第一，下一名的出價(jià)是3元，質(zhì)量度是2，你的關(guān)鍵詞質(zhì)量度是3，那么你的實(shí)際點(diǎn)擊價(jià)格就是（3×2）/3+0.01=2.01元。這個(gè)質(zhì)量度就是上文提到的網(wǎng)站質(zhì)量了。
　　Actual click price=(next bid x next keyword quality)/own keyword quality+0.01 yuan. For example, if your advertisement ranks first and the bid for the next place is 3 yuan, with a quality score of 2, and your keyword quality score is 3, then your actual click price is (3 × 2)/3+0.01=2.01 yuan. This quality level refers to the website quality mentioned earlier.
　　最后希望大家都能把自己復(fù)雜的網(wǎng)站優(yōu)化的很好，在職場(chǎng)中發(fā)揮自己的價(jià)值。
　　Finally, I hope everyone can optimize their complex websites well and realize their value in the workplace.
　　本文由 濟(jì)南網(wǎng)站優(yōu)化 友情奉獻(xiàn).更多有關(guān)的知識(shí)請(qǐng)點(diǎn)擊 http://m.hengaoedu.com/ 真誠(chéng)的態(tài)度.為您提供為全面的服務(wù).更多有關(guān)的知識(shí)我們將會(huì)陸續(xù)向大家奉獻(xiàn).敬請(qǐng)期待.
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