2021年搜尋引擎優化 (SEO) 的權威指南
Chapter One: RankBrain and user experience
Briefly explain Google RankBrain
RankBrain is a machine learning system that helps Google create accurate search results and rank these results.
Does it sound complicated? In fact, it is very simple. RankBrain exists for users to have a better user experience. When the user clicks into the search result, it will evaluate the user's interaction with this page, and finally sort the page. For example, if you search for "seo company" on Google.Assuming that the third result title is very attractive to you, you click into it and find that the article is really amazing! The content of the article is so great that you spend a lot of time savoring each text. at this time! RankBrain will notice this, and it may automatically push up the ranking of the article page. Let's also assume that for the same search result, you clicked on the first link and found that the content of this page is not very interesting to you. You immediately press the back button to return to the search result page. RankBrain will also notice that you immediately jumped out of this page, and finally this page may be removed from the first place. From the above example, you can see that RankBrain focuses on two things:
1. The amount of time someone spends on the page (time on page)
2. Percentage of people who clicked on search results (click-through rate)
RankBrain and residence time
Dwell time = the time a Google searcher spends on a page. RankBrain attaches great importance to retention time. The head of Google Brain in Canada also recently confirmed that Google uses retention time as a ranking basis. He mentioned that RankBrain will measure in these two situations: First, the user clicks on the result and decides to stay on the same page. Second, the user immediately jumps out of this page.SearchMetrics’ recent research results also support this measurement. They found that the average time spent on Google’s top 10 search results is 3 minutes 10 seconds. If a webpage has a good stay time, RankBrain will not hesitate to put the ranking first. Just imagine, if we stay on a webpage for a long time, the content must be very viewable, then Google will hope that more people can easily search for such high-quality webpages. Do you also want to increase the time on page? You can watch the video below.
RankBrain and clickthrough rate (CTR)
This was put forward by Google engineer Paul Haahr in a meeting. He was mainly saying: "RankedBrain sometimes improves the ranking of a webpage higher than it deserves. If the click-through rate of a webpage is above average, Then the ranking of this page will definitely get a high boost.” This is no longer any new news. After all, if there is no search result that anyone wants to click, Google will not put it on the first page of search results. In contrast, if a search result is clicked crazy by people, it will be ranked on the first page by Google.
In addition to RankBrain that affects SEO, there are:
What's even more depressing is this:
One study mentioned that since 2015, the natural click rate has dropped by 37%. Google uses answer boxes, ads, and carousel format ads to fill the search page. Your search results must be more prominent so that you won’t be buried in good articles by these space-consuming ads.
third chapter:Comprehensive and in-depth content.
In the past, Google used 100% to analyze the number of times a specific keyword was used in your web page, and check whether the keyword appeared in your:
- Title tag
- Image ALT text
- Description tag
- H1 label
Now, in addition to focusing on the label content used in the content, Google also has context. What does that mean? Google is mainly to provide users with the best search results. The best results are definitely not stuffed with keywords. A good web page should have a more in-depth discussion on the topic, so that Google searchers can get all the information on a website. . Recent research has also found that in-depth content will have better results in Google rankings.
How to construct comprehensive and in-depth content
First, the content must be at least two thousand words, enough to cover all the topics Google searchers want to know. Research has found that longer content will rank higher on Google than short articles.
Add strategic keywords (LSI) to content
You should add strategic keywords (LSI) to the 2,000-word article that is hard to complete.
Strategic keywords are closely related to the theme of the website. If the theme you want to publish is related to diet, your strategic keywords will have these:
- lose weight
First of all LSI Graph this tool:LSI Graph.
Enter a keyword, and strategic keywords related to this keyword will be displayed.Add keywords that you think are helpful to the content.
The second method,Search for keywords on Google and scroll down to the "related searches" section. The bold words in related searches are strategic keywords!
At last,You can find strategic keywords through Google Keyword Planner: Enter keywords into Google Keyword Planner and click Submit.
A quick look at the results, most of which are strategic keywords.
Just like the previous two methods, the strategic keywords of Google Keyword Planner are assigned to the content.
Chapter Four:Get ready for Google Mobile Priority Index
Three simple steps to welcome Google mobile device priority indexing:
The content presented on desktop and mobile devices is consistent
Did you know that some people hide content on the phone page?
If Google introduced a mobile device priority algorithm, a problem would arise; first, Google would treat the mobile device version of the webpage as the "mainly existing" version, and 100% ignore hidden content. This is why you have to reproduce the content 100% on the desktop version to mobile users. For example, when you browse the Hubsoda blog on your iPhone, you can also get rich content just like desktop users.
Just like this, the content is clearly presented.
From mobile version to responsive design
Is there a mobile version of your website? Google recommends that you better switch the mobile version to a responsive design.
Make sure your website is superior on mobile
There are many websites that can work on mobile phones or tablets. But it will be painful to actually use it. As we mentioned in Chapter 1, RankBrain closely measures the process of interaction between Google users and the site. If someone clicks into your website on their mobile phone and finds it difficult to use, they will immediately "return" to the previous page. So, how do you know that the mobile version of the website is pleasing to the eye and easy to operate?
Try Google'sMobile device testing tool.
Enter the URL here and it will tell you if the website is suitable for mobile devices:
chapter Five:In the era of film explosion, what you need is more films.
Create a YouTube channel!
在線影片平台的增長速度之快， YouTube 已然是全球第二大搜尋引擎。 赫芬頓郵報(The Huffington Post) 提到， 人們在 YouTube 上花費的時間與去年相比增長了60％， 越來越多人也只在 YouTube 上搜尋內容… 並且完全跳過 Google。 Youtube 的規模太大，我們無法忽視它的影響力。 大部分的觀眾中看完影片後會去瀏覽網站， 進而成為潛在客戶和實際客戶。 如果你想在 2021 年獲得更多 SEO 流量， 請開始製作針對 YouTube 優化的影片內容。 有太多行銷人懶得另外花時間做影片， 你的 YouTube 影片也會顯得特別珍貴。 55％的 Google 搜尋結果至少會包含一個影片， 而幾乎所有的影片都來自 YouTube， 把你的 YouTube 影片 SEO 優化過後， 也就會在 Google 搜尋頁面更站得穩腳。
考慮到 YouTube 是 Google 旗下的產品， 因此在 2021 年的搜尋結果中，我們會看到更多的 YouTube 影片。 Google 也已經開始將 YouTube 加入 Google 的圖片搜尋結果中：
Add videos to blog posts
Since everyone wants to watch the movie so much, why not add it to the article? Embed your video in the blog, the visitor's stay time will increase.
Chapter Six: 語音搜尋和 2021 SEO 有什麼關係？
The reputation of voice search in SEO is growing. These data will surprise you:
How to optimize voice search
Although optimizing voice search is still new to marketers,
But we still have to know how to optimize it.
First of all, your website content must be on the first page of search results.
Next, if your content appears in a featured snippet, it will be helpful:
Google’s algorithm has added some curated snippets for easy browsing. These selected summaries will appear in the results of voice search on Google.
Add question-and-answer content to your website.
The vast majority of voice searches are composed of question and answer methods. Google usually chooses a page containing questions and answers to put on search results.
When entering the actual page, the content includes my question and a short answer:
Chapter VII:Content and links are the final key
Google also recently came out and said that content and connections are the keys to ranking first and second:
We found that websites with links are more likely to rely on high-ranking search results pages than their content.
總之，內容和連結是 2021 年 SEO 的基礎。 鞏固好內容和連結以後，再來著手優化前面章節提到的重點吧。
Chapter addition:2021 年幫你的 SEO 抱佛腳
Create visual content (especially "embedded images")
The visual content is also growing rapidly like the film.
民意調查也發現，37％的行銷人員提到視覺行銷是他們工作上主要使用的內容。 多虧 Pinterest 和 Instagram 等網站，視覺性內容在 2021 年應該會持續增長。 我們如何跟上視覺性內容的趨勢呢？ 創建更多的視覺內容，尤其是“可嵌入式圖像”。 如果圖片容易嵌入到其他網站上的內容，這些圖片就會連接回你的網站上。 例如，這個指南中包含了簡單的視覺圖像。
Even for simple content, everyone likes to embed pictures into their website content: and build many high-quality backlinks to my website.
Publish unique data
Bloggers and reporters especially love unique data.
You can use statistics, surveys or research to get them hooked to get a bunch of backlinks.
Encourage guest comments
Do blog comments help ranking?
The answer is yes. Google says that comments are very helpful to your ranking.
Google 也提到，以 SEO 來說，在網站上評論比起把目標轉移到社群，參與效果更佳。 換句話說，Google 希望你的網站是很活躍的，也會在 2021 這一年，更加關注評論對於排名的影響。