SEO Basic搜索引擎优化基础英文版.docx

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