针对企鹅算法优化的4个重点（The 4 Pillars of Post-Penguin SEO）

我做SEO已经10年多了，一直集中在长期战略。这并不是说我还没有涉足黑色帽子，因为几乎无一例外，我所用黑帽SEO的网站已经被处罚。我不想让您的网站遭受同样的命运，我会只讨论白帽子，安全技术。

我把SEO分为四个主要领域。它们是：

1。高质量的内容

2。网站的结构

3。权威性

4。它的访客是谁？

你需要把精力集中在这四个方面，下面让我们依次看一下这些。

1。高质量的内容

有许多不同类型的内容，您可以添加到您的网站，包括文章，产品评论，问答，视频等，但不管你正在寻找的是什么类型的内容，它具有：

1。为访问者创建，而不是搜索引擎。这意味着它需要很好的可读性，没有明显的为了排名做的优化迹象。

2。让您的网站排名到前10位（如果你想排名到前10名，你的网站必须被看作是加入了一些独特的页面，而不是采集的内容）。

3。给你的访客他们想要的。

简单地说，在您的网站上的所有内容你要尽力做的最好。我喜欢遵循一个很好的法则是，网站内容不要跟别的网站重复。

如果你聘请代笔，你必须校对以确保是正确的，没有拼写或语法错误。

当你打算将内容发布到您的网站时，问问自己：

•这将会是访客觉得有用的内容么？

•这内容是您的访客因为不知道才从大量信息中寻找的么？

•如果他是一个老访客，文章内容会不会过于夸大了？是否有两面的说法（即正面和负面）？是否是还在讨论，不可以放在制造商的网站或亚马逊上的信息。审查是否提供一种不同的方式看待事物，这是不是可能有助于买方决定？

为了帮助我们分辨我们所看到的高质量的内容，让我们来看看一些内容贫乏的网站。

下面是我在网上找到的一篇文章的第一段。你能猜到笔者试图优化的页面？

下划线的关键字Kontera广告系统的一部分，所以就忽略这个问题。

这不难猜测笔者针对的主要词组是什么？

“Pomegranate juice benefits石榴汁的好处” - 它出现的很突兀。事实上，在一个相对短的文章（415字）这句话出现了17次。这是一个密度为4％！

有多少人认为密度为4％，是“OK”或“自然？每100字重复相同的短语4次，自然吗？

让我告诉你一个自然的密度是什么。

准备....

一个专家在自己的领域写的文章关键词的密度才自然。

如果你回头看看，首段，有一个更大的罪恶。

在这里，再看：

你有没有注意到有什么奇怪的，突出的短语？

它没有任何意义，不是吗？作者写这句话很明显是为了帮助文章提高排名。

你知道的，可悲的是，这种类型的文章很可能在熊猫和企鹅算法出现之前排名很好。为什么可悲呢？因为搜索引擎不得不忍受这类垃圾。

今天，没有什么偷偷摸摸的黑帽技术可以使这个页面进入前10名（至少不是长期）。这是熊猫/企鹅算法出现前后的SEO区别。

如果我真的做了“Pomegranate juice benefits石榴汁的好处”在谷歌排名靠前的页面（在写作的时候），包括确切的短语每1000字出现一次，这个密度为0.1％。

OK，这是第一堂课的学习- 将关键字密度规则扔出窗外。

在搜关键词“石榴汁的好处”出了排名前10名的页面中，只有三个在网页标题上有这句话，这对很多人来说可能是一个惊喜。事实上，前10名只有三个页面在文章中的任何地方出现这句话。

你认为统计仅仅是侥幸吗？

试着用不是一个品牌名称或产品名称的任何搜索术语。在一般情况下，在Google列表中的前10个搜索结果页很少有包含实际搜索词（虽然似乎颇有几分波动，就像谷歌玩弄他们的算法“拨号”），。

因此，谷歌如果不是在页面上查找到那句话，怎么能够决定关键词“石榴汁的好处”（或任何其他的搜索词）的排名？

这个问题的答案在于在页面上的话。让我问你一个问题。

I have been doing SEO for around 10 years now and I have always concentrated on long-term strategies.  That’s not to say I haven’t dabbled in black hat, because I have.  However, almost without exception, all of the sites I promoted with black hat SEO have now been penalized.  Since I don’t want you to suffer the same fate with your website, I’ll only be discussing white hat, safe techniques.

I divide SEO strategies into four main areas.  These are:

1.   Quality Content

2.   Site Organization

3.   Authority

4.   What's in it for the visitor?

These are the four areas that you need to concentrate your efforts, so let's have a look at each of these in turn.

1. Quality Content

There are a number of different types of content that you can add to your site including articles, product reviews, quizzes, videos etc.  However, no matter what type of content you are looking at, it has to:

1.   Be created for the visitor, not the search engines.  That means it needs to read well and have no visible signs of keyword phrases that have only been added to help the page rank better.

2.   Add value to the top 10 SERPs (if you want to rank in the top 10, your page has to be seen as adding something unique to that collection of pages).

3.   Give your visitor what they want.

To put it simply, all of the content on your site has to be the best you can make it.

A good rule of thumb I like to follow is, would the content look out of place in a glossy magazine?

If you hire ghostwriters, make sure you proof read to ensure that facts are correct and there are no spelling or grammar errors.

As you read through the content that you intend to post onto your website, ask yourself:

• Is it content that your visitors will find useful?

• Is there information in there that your visitors are unlikely to know, and therefore find informative?

• If it's a review, does it sound overly hyped up?  Are there both sides of the argument (i.e. positives and negatives)?  Is there information in the review that is not available on the manufacturer’s website or Amazon.  Does the review offer a different way of looking at things, which may help the buyer decision?

To help us clarify what we see as quality content, let’s take a look at some poor content.

Here is the first paragraph of an article I found online.  Can you guess what the author was trying to optimize the page for?

The underlined keywords are part of the Kontera advertising system so just ignore that.

It’s not so difficult to guess the main phrase the author was targeting is it?

“Pomegranate juice benefits” – it sticks out like a sore thumb.  In fact, in a relatively short article (415 words) that phrase appeared 17 times.  That’s a density of 4%!

How many people think a density of 4% is OK or natural?  Is repeating the same phrase 4 times every 100 words natural?

Let me tell you what a natural density is.

Ready for this….

It’s whatever density occurs naturally when an expert in their field writes an article.

If you look back at that opening paragraph, there is an even bigger sin.

Here, look again:

Did you notice anything strange about that highlighted phrase?

It doesn’t make sense, does it?  This is a very clear indicator that the author was stuffing that phrase into the article in an attempt to help the article rank higher for that phrase.

You know, the sad thing is that this type of article may well have ranked well before Panda and Penguin.  Why is that sad?  Because searchers had to put up with this kind of rubbish.

Today, no amount of sneaky black hat techniques could get this page into the top 10 (at least not for the long term).  That is the difference between pre and post Panda/Penguin SEO.

If I actually do a search for “pomegranate juice benefits” in Google, the top ranked page (at the time of writing) included the exact phrase ONCE in an article of over 1000 words in length.  That’s a density of 0.1%.

OK, so first lesson to learn – throw keyword density rules out of the window.

What may be a surprise to many, is that out of the top 10 pages ranking for the term “pomegranate juice benefits”, only THREE have that phrase in the page title.  In fact, only three of the top 10 pages actually include that phrase anywhere in the article.

Do you think that statistic is just a fluke?

Try it with any search term that isn’t a brand name or product name.  In general, the top 10 search results in Google list far fewer pages containing the actual search term (although this does seem to fluctuate quite a bit as Google twiddle their algorithm “dials”).

So how is Google able to decide on how to rank webpages for the term Pomegranate Juice Benefits (or any other search term) if they are not looking for that phrase on the page?

The answer to that lies in the words on the page.  Let me ask you a question.