Module 01 · Search Engine Optimization (SEO)搜索引擎优化（SEO）

Do’s and Don’ts of Search Engine OptimizationSEO 实践要点与禁忌

Introduction 简介

While SEO is a component of Internet marketing, it affects almost every aspect of a website and has an impact on user experience (UX). There are many details to keep in mind, and the internet provides a wealth of information on the subject. Unfortunately, because SEO is ever-changing, some practices become obsolete or even unacceptable over time. The following are some of the most important and current SEO "do's and don'ts" to keep in mind when developing your online strategy.
虽然 SEO 是互联网营销的一个组成部分，但它几乎影响着网站的所有方面，并对用户体验（UX）产生影响。有许多细节需要记住，互联网提供了大量关于这个主题的信息。不幸的是，由于 SEO 不断变化，一些做法随着时间的推移变得过时或甚至不可接受。以下是一些在制定在线策略时需要记住的最重要和最新的 SEO“应该做和不应该做的事情”。

Do’s 做法	Don’ts 禁忌事项
Do include meta descriptions and title tags. 请包含元描述和标题标签。 Meta descriptions and title tags are critical components of your website's content. Title tags are important because they are the primary factor in determining whether a user clicks on your content in the search results. Use titles that pique users' interest. 元描述和标题标签是您网站内容的关键组成部分。标题标签很重要，因为它们是决定用户是否点击搜索结果中您的内容的主要因素。使用能激发用户兴趣的标题。	Don’t use all of your keywords on the same page. 不要在同一页面上使用所有关键词。 Instead, make sure that each page contains specific, relevant keywords. This keeps your own pages from competing for rankings and communicates to search engines and visitors what each page is about. 相反，确保每页包含具体、相关的关键词。这可以防止您的页面相互竞争排名，并向搜索引擎和访客传达每页的内容。
Do include keywords that are pertinent to the page. 请包括与页面相关的关键词。 The keywords in your content should be related to the title of your page. Search engines look for consistency. 您的内容中的关键词应与您页面的标题相关。搜索引擎寻找一致性。	Don’t overuse keywords. 不要过度使用关键词。 Search engines do prefer content with a clear theme, but overusing a keyword tends to put off customers and reduces conversions. Although Google does not directly penalize this, when repetitive content leads to a poor user experience, it may result in your website being ranked lower. 搜索引擎确实更喜欢具有明确主题的内容，但过度使用关键词往往会令客户感到厌烦并降低转化率。尽管谷歌不会直接惩罚这种行为，但当重复内容导致用户体验不佳时，可能会导致您的网站排名下降。
Do allow other websites to link to your website, but do not link back to them. 请允许其他网站链接到您的网站，但不要链接回它们。 Google dislikes link exchanges. Search engines want to see websites get links because their content is useful to searchers, not because the webmaster has a link trading network. 谷歌不喜欢链接交换。搜索引擎希望看到网站获得链接是因为它们的内容对搜索者有用，而不是因为网站管理员有一个链接交易网络。	Don't copy large amounts of outside content. 不要复制大量外部内容。 Duplicating your own content does not harm your SEO but copying someone else's content almost always leads to your website being pushed down the rankings by search engines. Try to come up with a new way to present your content in a way that is more engaging to your buyer. 复制自己的内容不会损害你的 SEO，但复制他人的内容几乎总是会导致你的网站在搜索引擎排名中下降。尝试想出一种新的方式来呈现你的内容，使其对你的买家更具吸引力。
Do have a presence on relevant social media platforms. 在相关的社交媒体平台上保持存在。 It is critical to update profiles on a regular basis, interact with other users, and post new content. When used correctly, social media can be an extremely effective business tool. 定期更新个人资料、与其他用户互动并发布新内容至关重要。当正确使用时，社交媒体可以成为极其有效的商业工具。	Don’t ignore bad reviews. 不要忽视差评。 Responding to every comment, whether positive or negative, is crucial, even if it seems outdated or untrue to you. While searchers are unaware of the context, they will watch you interact with both happy and unhappy customers. 回复每一个评论，无论是积极的还是消极的，都是至关重要的，即使在你看来似乎过时或不真实。当搜索者不了解背景时，他们会观察你如何与快乐和不快乐的客户互动。
Do monitor site metrics. 请监控网站指标。 None of the other SEO do's and don'ts will be much use unless you verify that they are working for you. Once everything else is in place, monitor site metrics that can help you see where you can improve, such as the following: 其他 SEO 的“应该做”和“不应该做”的规则，除非你确认它们对你有效，否则都不会有很大帮助。一旦其他所有事情都准备就绪，监控可以帮助你看到可以改进的地方的网站指标，如下所示： • Traffic flow 交通流量 • Conversion rate 转化率 • Bounce rate 跳出率 • Click-through rate 点击率 The most convenient way to track your metrics is to use a tool like Google Analytics. 最方便跟踪您指标的方式是使用像谷歌分析这样的工具。	Don't be alarmed if your rankings appear to drop suddenly. 不要担心，如果您的排名突然下降。 Any change in rankings can always be explained, and it might be as easy as Google experimenting with a new algorithm. 任何排名的变化都可以解释，可能就像谷歌在测试一个新的算法一样简单。
	Don't skip user search intention. 不要忽略用户搜索意图。 Google's ultimate goal with search results is to serve a user's search intent. 谷歌通过搜索结果实现的最终目标是满足用户的搜索意图。 • If the user wants information, create content that provides it. 如果用户需要信息，创建提供该信息的内容。 • If they want to buy something, direct them to your product/service page. 如果他们想购买某物，请直接引导他们到您的产品/服务页面。 • If they want to navigate to a specific page via a search query, make sure you own the navigational query for your own brand. 如果他们想通过搜索查询导航到特定页面，请确保您拥有您自己品牌的导航查询。
	Don't link to external websites too frequently. 不要频繁链接到外部网站。 The only drawback of having too many outbound links today is that it makes your content more difficult to read. This leads to higher bounce rates, which search engines will notice. 今天拥有过多外链的唯一缺点是它使得你的内容更难以阅读。这会导致更高的跳出率，搜索引擎会注意到这一点。

Conclusion 结论

These "do's and don'ts" are a good starting point for SEO reviews. Google's ranking algorithm considers over 200 factors, but these guidelines will help you stay on top of the basics.
这些“应该做和不应该做”是 SEO 审查的良好起点。谷歌的排名算法考虑超过 200 个因素，但以下指南将帮助您掌握基础知识。