The Ultimate Guide to SEO in 2021

什么是你要做的第一件事当你需要新的marketing ideas? What about when you decide it’s time to change the way you keep the books finally? Or even notice a flat tire in the car?

My guess: you turn to Google.

But did you know that89% of B2B buyers和81% of online shoppersdo the same?

Faced with a problem, challenge or even a choice, they google it. Simply.

And so, it’s a cold, harsh truth thatwithout at least some presence in Google, your business is unlikely to survive long.

In this guide, you’ll discover a strategy to build this presence —Search Engine Optimization (SEO.)

您将了解什么是SEO，其工作原理以及您必须采取的措施将网站定位在搜索引擎结果中。

But before we begin, I want to reassure you of something.

So many resources make SEO complex. They scare readers with technical jargon, focus on advanced elements, and rarely explain anything beyond theory.

I promise you, this guide isn’t like that.

在以下页面中，我将把SEO分解为最基本的部分，并向您展示如何使用其所有元素来构建成功的SEO策略。（并保持最新的SEO策略和趋势，请查看HubSpot的技能UP播客）

Keep on reading to understand SEO, or jump ahead to the section that interests you most.

When asked to explain what SEO is, I often choose to call it a strategy to ensure that when someone googles your product or service category, 他们查找您的网站。

但这简化了学科。它不会考虑不同的客户信息需求等元素。但是，它确实揭示了其本质。

In short, SEO drives two things —排名和visibility.

Rankings

This is a process that search engines use to determine where to place a particular web page in SERPs.

能见度

This term describes how prominent a particular domain is in search engine results. With high visibility, your domain is prominent in SERPs. Lower search visibility occurs when a domain isn’t visible for many relevant search queries.

Both are responsible for delivering the main SEO objectives –交通和conversions.

There is one more reason why you should be using SEO.

该学科几乎可以帮助您在整个购买过程中定位品牌。

In turn, it can ensure that your marketing strategies match the new buying behavior.

Because, as Googleadmitted themselves—客户行为已经永远改变。

Today, more people use search engines to find products or services than any other marketing channel.多18％的购物者choose Google over Amazon. 136% more prefer the search engine to other retail websites. AndB2B buyers conduct up to 12 searches, on average, before engaging with a brand.

What's more, they prefer going through the majority of the buying process on their own.

For example, in 最近的 survey fromHubSpot Research，我们发现有77％的人在与之互动之前先研究一个品牌。

Forrester revealedthat 60% of customers do not want any interaction with salespeople. Further, 68% prefer to research on their own. And 62% have developed their own criteria to select the right vendor.

What’s more, this process has never been more complicated.

来源：Forrester Research

Finally, DemandGen’s 2017 B2B Buyer’s Survey found that61% of B2B买家通过广泛的网络搜索开始购买过程。相比之下，只有56％直接访问供应商的网站。

在此过程的早期，他们使用Google查找有关他们问题的信息。一些人还询问潜在解决方案。

Then, they evaluate available alternatives based on reviews or social media hype before inquiring with a company. But this happens after they’ve exhausted all information sources.

And so, the only chance for customers to notice and consider you is by showing up in their search results.

Featured Resource

• 22 SEO Myths to Leave Behind in 2020

How does Google know how to rank a page?

Search engines have a single goal only. They aim to provide users with the most relevant answers or information.

每次使用它们时，它们的算法都会选择与查询最相关的页面。然后，对它们进行排名，首先显示最有权威或受欢迎的内容。

To deliver the right information to users, search engines analyze two factors:

• 搜索查询与页面上的内容之间的相关性。搜索引擎通过主题或关键字等各种因素进行评估。
• 权威，以网站在互联网上的知名度来衡量。Google假设页面或资源越受欢迎，它对读者的内容就越有价值。

And to analyze all this information they use complex equations called搜索算法。

Search engines keep their algorithms secret. But over time, SEOs have identified some of the factors they consider when ranking a page. We refer to them as ranking factors, and they are the focus of an SEO strategy.

正如您将不久所看到的，添加更多内容，优化图像文件名或改进内部链接可能会影响您的排名和搜索可见性。这是因为每个动作都改善了排名因素。

Three Core Components of a Strong SEO Strategy

为了优化网站，您需要在三个领域（技术网站设置，内容和链接）中提高排名因素。因此，让我们依次浏览它们。

1.技术设置

For your website to rank, three things must happen:

首先，搜索引擎需要在网上找到您的页面。

然后，它必须扫描他们以了解他们的主题并确定其关键字。

最后，它需要将它们添加到其索引中，这是它在网络上找到的所有内容的数据库。这样，它的算法可以考虑显示您的网站以获取相关查询。

Seem simple, doesn’t it? Certainly, nothing to worry about. After all, since you can visit your site without any problem, so should Google, right?

不幸的是，有一个渔获。网页看起来与您和搜索引擎不同。您将其视为图形，颜色，文本及其格式和链接的集合。

To a search engine, it’s nothing but text.

As a result, any elements it cannot render this way remain invisible to the search engine. And so, in spite of your website looking fine to you, Google might find its content inaccessible.

Let me show you an example. Here’s how a typical search engine sees one of our articles. It’sthis one, by the way, if you want to compare it with the original.

注意一些有关它的事情：

• The page is just text. Although we carefully designed it, the only elements a search engine sees are text and links.
• As a result, it cannot see an image on the page (note the element marked with an arrow.) It only recognizes its name. If that image contained an important keyword we’d want the page to rank for, it would be invisible to the search engine.

这就是技术设置（也称为现场优化）的地方。它确保您的网站和页面允许Google扫描和索引它们而不会出现任何问题。影响它的最重要因素包括：

Website navigation and links

Search engines crawl sites just like you would. They follow links. Search engine crawlers land on a page and use links to find other content to analyze. But as you’ve seen above, they cannot see images. So, set the navigation and links as text-only.

简单的URL结构

Search engines don’t like reading lengthy strings of words with complex structure. So, if possible, keep your URLs short. Set them up to include as little beyond the main keyword for which you want to optimize the page, as possible.

Page speed

Search engines, use the load time — the time it takes for a user to be able to read the page — as an indicator of quality. Many website elements can affect it. Image size, for example. UseGoogle’s Page Speed Insights Toolfor suggestions how to improve your pages.

死亡链接或断裂的重定向

A dead link sends a visitor to a nonexistent page. A broken redirect points to a resource that might no longer be there. Both provide poor user experience but also, prevent search engines from indexing your content.

Sitemap and Robots.txt files

站点地图是一个简单的文件，它列出了您网站上的所有URL。搜索引擎使用它来确定要爬网和索引的页面。另一方面，一个robots.txt文件告诉搜索引擎哪些内容不索引（例如，您不想出现在搜索中的特定策略页面。）创建既可以加快内容的爬行和索引。

重复的内容

包含相同或完全相似内容的页面混淆了搜索引擎。他们经常发现几乎不可能确定应在搜索结果中显示的内容。因此，搜索引擎将重复的内容视为负面因素。找到它后，可以通过根本不显示任何页面来惩罚网站。

Featured Resource

• 如何进行技术SEO审核

2. Content

Every time you use a search engine, you’re looking forcontent— information on a particular issue or problem, for example.

True, this content might come in different formats. It could be text, like a blog post or a web page. But it could also be a video, product recommendation, and even a business listing.

一切都满足。

And for SEO, it’s what helps gain greater search visibility.

这里是two reasons why:

1. For one, content is what customers want when searching. Regardless of what they’re looking for, it’s content that provides it. And the more of it you publish, the higher your chance for greater search visibility.
2. Also, search engines use content to determine how to rank a page. It’s the idea of relevance between a page and a person’s search query that we talked about earlier.

While crawling a page, they determine its topic. Analyzing elements like page length or its structure helps them assess its quality. Based on this information, search algorithms can match a person’s query with pages they consider the most relevant to it.

优化内容的过程始于关键字研究。

Keyword Research

SEO并不是要吸引任何访问者进入网站。您想吸引需要您出售并可能成为潜在客户的人，然后再成为客户。

However, that’s possible only if it ranks for the keywords those people would use when searching. Otherwise, there’s no chance they’d ever find you. And that’s even if your website appeared at the top of the search results.

That’s why SEO work starts with discovering what phrases potential buyers enter into search engines.

The process typically involves identifying terms and topics relevant to your business. Then, converting them into initial keywords. And finally, conducting extensive research to uncover related terms your audience would use.

We’ve published a thorough guide to初学者的关键字研究。It lays out the keyword research process in detail. Use it to identify search terms you should be targeting.

With a list of keywords at hand, the next step is to optimize your content. SEOs refer to this process as on-page optimization.

页面优化

On-page optimization, also called on-page SEO, ensures that search engines a.) understand a page’s topic and keywords, and b.) can match it to relevant searches.

请注意，我说：页”不满足。这是因为，尽管大部分页面SEO工作集中在您使用的单词上，但它扩展到优化代码中的某些元素。

You may have heard about some of them — meta-tags like title or description are two most popular ones. But there are more. So, here’s a list of the most crucial on-page optimization actions to take.

Note: Since blog content prevails on most 网站，when speaking of those factors, I’ll focus on blog SEO — optimizing blog posts for relevant keywords. However, all this advice is equally valid for other page types too.

Featured Resource

• Guide to On-Page SEO Strategy

a）关键字优化

First, ensure that Google understands what keywords you want this page to rank. To achieve that, make sure you include at least the main keyword in the following:

• 帖子的标题：Ideally, place it as close to the start of the title. Google is known toput more value on words在标题开始时。
• URL:页面的网址还应该包括柯yword. Ideally, including nothing else. Also, remove any停止文字。
• H1标签：In most content management systems, this tag displays the title of the page by default. However, make sure that your platform doesn’t use a different setting.
• The first 100 words (or the first paragraph) of content:Finding the keyword at the start of your blog post will reassure Google that this is, in fact, the page’s topic.
• Meta-title and meta-description tags:Search engines use these two code elements to display their listings. They display meta-title as the search listing’s title. Meta-description provides content for the little blurb below it. But above that, they use both to understand the page’s topic further.
• 图像文件名和Alt标签：Remember how search engines see graphics on a page? They can only see their file names. So, make sure that at least one of the images contains the keyword in the file name.

另一方面，Alt标签是文本浏览器显示的而不是图像（对于视觉上受损的访问者。）但是，由于ALT标签位于图像代码中，因此搜索引擎也将其用作相关信号。

Also, add语义关键字- 关键字的变化或同义词。Google和其他搜索引擎使用它们来更好地确定页面的相关性。

Let me illustrate this with a quick example. Let’s pretend that your main keyword is “Apple。” But do you mean the fruit or the tech giant behind the iPhone?

Now, imagine what happens when Google finds terms like sugar, orchard, or cider in the copy? The choice what queries to rank it for would immediately become obvious, right?

That’s what semantic keywords do. Add them to ensure that your page doesn’t start showing up for irrelevant searches.

b) Non-Keyword-Related On-Page Optimization Factors

页面上的SEO不仅仅是整个页面上的关键字。以下因素有助于确认页面的信誉和权威：

• External links:Linking out to other, relevant pages on the topic helps Google determine its topic further. Plus, it provides a good user experience. How? By positioning your content as a valuable resource.
• Internal links:这些链接可以通过两种方式帮助您提高排名。第一，它们允许搜索引擎在网站上查找并爬网。两个，他们表明语义关系在各个页面之间，有助于确定其与搜索查询的相关性。通常，每个博客文章中应至少包括2-4个内部链接。
• Content’s length:Long content typically ranks better。这是因为，如果做得很好，那么较长的博客文章将始终包含有关该主题的更详尽的信息。
• Multimedia:Although not a requirement, multimedia elements like videos, diagrams, audio players can signal a page’s quality. It keeps readers on a page for longer. And in turn, it signals that they find the content valuable and worth perusing.

3. Links

从您到目前为止在本指南中阅读的内容来看，您知道没有两个因素的任何页面排名 - 相关性和权威。

In their quest to provide users with the most accurate answers, Google and other search engines prioritize pages they consider the most relevant to their queries but also, popular.

The first two areas — technical setup and content — focused on increasing relevancy (though I admit, some of their elements can also help highlight the authority.)

但是，链接是造成受欢迎程度的原因。

But before we talk more about how they work, here’s what SEOs mean when talking about links.

什么是反向链接？

Links, also called backlinks, are references to your content on other websites. Every time another website mentions and points their readers to your content, you gain a backlink to your site.

For example, this article in Entrepreneur.com mentions our marketing statistics page. It also links to it allowing their readers to see other stats than the one quoted.

Google使用此类链接的数量和质量作为网站权威的信号。它背后的逻辑是，网站管理员比平庸的网站更频繁地引用一个受欢迎且高质量的网站。

但是请注意，我也提到了链接质量。那是因为并非所有链接都是相同的。有些（低质量的）可能会对您的排名产生负面影响。

链接质量因素

Low quality or suspicious links — for example, ones that Google would consider as built deliberately to make it consider a site as more authoritative — might reduce your rankings.

That’s why, when building links, SEOs focus not on building任何链接。他们旨在产生可能的最高质量参考。

Naturally, just like with the search algorithm, we don’t know what factors determine a link’s quality, specifically. However, over time, SEOs discovered some of them:

1. 链接网站的受欢迎程度：搜索引擎认为权威的域中的任何链接自然都具有高质量。换句话说，来自指向它们的网站的链接，更好地工作。
2. Topic relevance:Links from domains on a topic similar to yours will carry more authority than those from random websites.
3. 信任一个领域：Just like with popularity, search engines also assess a website’s trust. Links from more trustworthy sites will always impact rankings better.

链接构建

In SEO, we refer to the process of acquiring new backlinks aslink building。正如许多从业者承认的那样，这可能是一项具有挑战性的活动。

Link building, if you want to do it well, requires creativity, strategic thinking, and patience. To generate quality links, you need to come up with alink building strategy。那不是很小的壮举。

Remember, your links must pass various quality criteria. Plus, it can’t be obvious to search engines that you’ve built them deliberately.

这里有一些策略去做:

• 社论，有机链接：These backlinks come from websites that reference your content on their own.
• 外展：在此策略中，您可以联系其他网站以获取链接。这可以在许多方面发生。您可以创建一个惊人的内容，并通过电子邮件将其告诉他们。反过来，如果他们觉得很有价值，他们将引用它。您还可以建议他们在哪里可以链接到它。
• Guest posting:Guest posts are blog articles that you publish on third-party websites. In turn, those companies often allow including one or two links to your site in the content and author bio.
• Profile links:Finally, many websites offer an opportunity to create a link. Online profiles are a good example. Often, when setting up such profile, you can also list your website there as well. Not all such links carry strong authority, but some might. And given the ease of creating them, they’re worth pursuing.
• Competitive analysis:Finally, many SEOs regularly analyze their competitors’ backlinks to identify those they could recreate for their sites too.

Now, if you’re still here with me, then you’ve just discovered what’s responsible for your site’s success in search.

The next step, then, is figuring out whether your efforts are working.

如何监视和跟踪SEO结果

Technical setup, content, and links are critical to getting a website into the search results. Monitoring your efforts helps improve your strategy further.

Measuring SEO success means tracking data about traffic, engagement, and links. And though, most companies develop their own sets of SEO KPIs (key performance indicators), here are the most common ones:

• 有机交通增长
• 关键字排名（分为品牌和非品牌术语）
• Conversions from organic traffic
• 页面上的平均时间和跳出率
• Top landing pages attracting organic traffic
• 索引页数
• Links growth (including new and lost links)

本地SEO

到目前为止，我们专注于在搜索结果中获得一个网站排名。但是，如果您经营本地企业，Google还可以将其定位在您所在地区的潜在客户面前。但是为此，您使用本地SEO。

And it’s well worth it.

97% of customersuse search engines to find local information. They look for vendor suggestions, and even specific business addresses. In fact,12% of customers每天寻找本地业务信息。

What’s more, they act on this information:75% of searchers搜索后24小时内访问当地商店或公司的场所。raybet电子竞技

But hold on, is local SEO different from what we’ve been talking all along?

Yes and no.

Search engines follow similar principles for both local and global rankings. But given that they position a site for specific, location-based results, they need to analyze some other ranking factors too.

Local search results look different too:

• 他们仅出现在搜索与当地的意图(for example, “restaurant near me” or when a person clearly defined the location.)
• 它们包含特定于相关位置的结果。
• They concentrate on delivering specific information to users that they don’t need to go anywhere else to find.
• They target smartphone users primarily as local searches occur more often on mobile devices.

For example, a local 盒, the most prominent element of local results, includes almost all information a person would need to choose a business. For example, here are local results Google displays for the phrase “最好的波士顿的餐厅。”

Note that these results contain no links to any content. Instead, they include a list of restaurants in the area, a map to show their locations, and additional information about each:

• Business name
• Description
• Image
• Opening hours
• Star Reviews
• Address

通常，它们还包括公司的电话号码或网站地址。raybet电子竞技

所有这些信息结合在一起，可帮助客户选择要从事的业务。但这也允许Google确定如何对其进行排名。

Local Search Ranking Factors

When analyzing local websites, Google looks at the proximity to a searcher’s location. Withthe rise of local searches containing the phrase, “near me,” it’s only fair that Google will try to present the closest businesses first.

Keywords are essential for local SEO too. However, one additional element of on-page optimization is the presence of a company’s name, address, and phone number of a page. In local SEO, we refer to it as the NAP.

Again, it makes sense, as the search engine needs a way to assess the company’s location.

Google assesses authority in local search not just by links. Reviews and citations (references of a business’s address or a phone number online) highlight its authority too.

Finally, the information a business includes inGoogle My Business— the search engine’s platform for managing local business listings — plays a huge part in its rankings.

以上只是冰山一角。但是，如果您希望您的业务在本地搜索中排名良好，那么它们是首先要正确的。

What is black hat SEO?

The final aspect of SEO I want to highlight to you is something I also hope you’ll never get tempted to use. I mean it.

Because, although it might have its lure, usingblack hat SEOtypically ends in a penalty from search listings.

Black hat practices aim at manipulating search engine algorithms using strategies against search engine guidelines. The most common black hat techniques include keyword stuffing, cloaking (hiding keywords in code so that users don’t see them, but search engines do,) and buying links.

So, why would someone use black hat SEO? For one, because, often, ranking a site following Google’s guidelines takes time. Long time, in fact.

黑帽stratocaster电吉他egies let you cut down the complexity of link building, for example. Keyword stuffing allows to rank one page for many keywords, without having to create more content assets.

But as said, getting caught often results in a site being completely wiped out from search listings.

我在这里提到的原因是我希望您意识到SEO中没有捷径。并意识到任何人提出的策略似乎太好了，无法实现。

SEO资reybet雷竞技下载源和培训

This guide is just a starting point for discovering SEO. But there’s much more to learn.

这是在线培训资源下一次尝试：reybet雷竞技下载

• The Hubspot SEO Academy
• Google Analytics Course
• SEO That Works course

您还可以从行业专家及其博客中挑选SEO知识。这里 是一些值得一读：

• Semrush
• MOZ
• yoast
• BrightLocal（本地SEO建议）
• Search Engine Journal
• 搜索引擎手表
• 搜索引擎土地
• Bruce Clay Inc.

给你

Without actively positioning its content in search results, no business can survive long.

通过提高搜索可见性，您可以带来更多的访问者，进而带来转化和销售。这是值得花时间成为SEO专家的时间。