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2017年最新SEO排名因素,孰重孰轻?

放大字体  缩小字体 发布日期:2017-11-27  浏览次数:313
核心提示:SEO Ranking Factors in 2017: Whats Important and Whats Not2017年最新SEO排名因素,孰重孰轻?What are the most crucial sea
 SEO Ranking Factors in 2017: What’s important and What’s Not

2017年最新SEO排名因素,孰重孰轻?

What are the most crucial search engine ranking factors these days? Panelists at SMX East discussed their findings and provided practical advice for putting this data into action.

现如今最重要的搜索引擎排名因素是哪些?看看这些SMX East(东部搜索引擎营销大会,在美国纽约举办,译者注)嘉宾们所分享的新发现和实操建议!
 
——文章只译了一半,也还没有审译,先将就着看吧,跟国内的做法还是有不少出入,至少我个人理解的层次上出入还是有的。欢迎拍砖,译者:QQ 190187106。

Jessica Thompson on October 25, 2017 at 1:20 pm

Jessica Thompson 20171025日 13:20

原文链接:https://searchengineland.com/seo-ranking-factors-2017-whats-important-whats-not-285494 


QQ图片20171127154715

 

As technology advances, search engines can refine their ranking algorithms to better determine relevance and return results that better align with searcher intent.

随着技术进步,搜索引擎不断完善自身算法,更好地确定相关性,并返回更贴近搜索者意图的结果。

Because these ranking algorithms are constantly being improved and refined, search engine ranking factors are always evolving. Factors that might once have had a huge impact on search rankings may no longer matter all that much, and new ranking factors (such as mobile-friendliness or HTTPS) can emerge to reflect changing technologies and user behaviors.

由于这些排名算法的不断改进和完善,搜索引擎排名因素也在持续演变。曾在搜索排名中有巨大影响的因素可能不再那么重要,一些新的排名因素会出现,用来体现算法和用户行为的改变(比如移动友好度(mobile-friendliness)”或者”https”)。

 

So, what are the most important ranking factors today, in 2017? A panel at SMX East, “SEO Ranking Factors in 2017: What’s important and What’s Not,” sought to answer that question. This panel featured data from large-scale studies performed by SEMrush and Searchmetrics, as well as case studies and practical advice for adapting your SEO strategies to current realities.

那么2017年最重要的排名因素都有哪些?

SMX East的专题研讨会“SEO Ranking Factors in 2017: What’s important and What’s Not 2017年最新SEO排名因素,孰重孰轻)试图回答这个问题。专题会着重关注了SEMrush Searchmetrics所提供的大规模研究数据、案例研究,以及助你将SEO策略紧跟当前形势的实操建议。

SEMrush Ranking Factors 2.0

SEMrush 排名因素2.0

The first panelist was Olga Andrienko from SEMrush, who shared the results of a large-scale study on ranking factors that examined the top 100 positions for 600,000 keywords. Keywords were grouped by search volume into the following categories:

第一位嘉宾是 SEMrush 的 Olga Andrienko,他分享了排名因素的大规模研究结果,该研究检验了60万关键词的前100位排名,关键词按搜索量分类如下: 

Very High: 10,001 monthly searches and up

极高:每月10001次搜索及以上;

High: 1,001 to 10,000 monthly searches

高:每月1001至10000次搜索;

Medium: 101 to 1,000 monthly searches

中:每月101至1000次搜索;

Low: 1 to 100 monthly searches

低:每月1~100次搜索

SEMrush looked at on-page factors, referring domains and traffic data, then compiled their findings to see which ranking factors appeared to be the most important. Here were some of their findings:

SEMrush 着眼于页面因素、外链主域和流量数据,并综合所得发现,看哪个排名因素最为重要,以下是他们的部分发现:

Website security (HTTPS)

网站安全性(HTTPS

SEMrush found that 65 percent of domains in the top three positions for Very High volume keywords are already secure. Although it’s not a huge ranking factor, Andrienko recommended switching to HTTPS to help with conversions and building trust.

SEMrush 发现:“极高”搜索量关键词排名前3位域名中的65%都已经使用安全连接(https)。尽管这不是一个主要的排名因素,Andrienko 建议换用https以提升转换率,并获得访客的信任。

Content length

内容长度

SEMrush found that content length generally had a positive correlation with search rankings; content for pages in the top three positions is 45 percent longer, on average, than content in the 20th position.

SEMrush发现大体上内容的长度与搜索排名有正相关;排名前3位的页面内容,比排在第20位的页面内容平均长45%。

Even so, Andrienko did not recommend simply writing a ton of content in order to rank better — the key is to write sufficiently long content that is relevant and matches user intent. Look at what your competitors are doing, and figure out how you can create content that provides more value to users.

尽管如此,Andrienko 建议还是不要简单地码大量的内容,来获得更好的排名——关键是写充分长度、相关且贴合用户意图的内容。对比下你的竞争对手,弄明白你可以为用户创造出什么更大的价值。

Keywords

关键词

SEMrush had some interesting findings with relation to keywords. They found that:

SEMrush 找到了一些与关键词有关的有趣发现,具体如下:

35 percent of domains ranking for high-volume keywords don’t have the keyword in the title. This suggests that Google’s algorithms are getting better at understanding context/synonyms, and/or that keywords in the page title are becoming a less important ranking factor.

获得“高”搜索量关键词排名的域名中,有35%的title并不含有关键词。这就提示了google的算法已经能更好地理解内容/同义词,亦或是说页面title关键词在排名因素重要性上正逐渐降低。

Very few links contain a keyword in the anchor text — in fact, even among Very High volume keywords, only 8 percent of link anchors included a keyword. This may suggest that keywords in anchor text are not a major ranking factor, but it also might be a reflection of SEOs adhering more strictly to link-building best practices that see anchor text links as spammy.

锚文本中仅有少数链接包含关键词——实际上,即便在“极高”搜索量关键词中,也只有8%的链接锚文本包含了关键词。这可能提示锚文本关键词不是一个重要的排名因素,但也有可能是那些更严格遵循外链第一的Seoer们,视锚文本链接为垃圾的一个侧面反映。

Website traffic

网站流量

SEMrush exclusively studied website traffic’s impact on rankings. They found that the number of visits matters for high-volume keywords.

 

Interestingly, search traffic specifically did not appear have any impact on rankings; however, direct traffic does.

SEMrush 专门研究了网站流量对排名的影响,发现访客量对“高”搜索量关键词管用,有趣的是,搜索流量在排名上并没有任何影响,而直接流量却有。

User signals

用户(行为)信号(User signals)

The SEMrush study also looked at various user signals, including:

SEMrush 的研究也观测了多种用户行为信号,包括:

bounce rate. Overall, bounce rate is low for the top three positions but gets higher as you go down — this could suggest that top-ranking sites have more relevant content, better site speed, higher user trust and so forth.

蹦失率(Bounce rate)

       总体而言,排名前3位的崩失率都是较低的,而越往下越高——这或许提示排名靠前的站点有更相关的内容,更好的网站访问速度,更高的用户信任度等等。

pages per session. Higher pages per session correlates with rankings, too.

人均浏览量pages per sesion)更高的人均浏览量同样和排名正相关。

Andrienko suggested that Google does not directly take user signals into account, but that if they’re low, that means users aren’t engaging with your site as they should be.

Andrienko 提出,goolge并不直接将用户信号纳入统计,但如果这些数据都不高,则意味着用户和网站的交融并未能如您所期。

links

外链

High-quality link building is still super-important, both in terms of referring domains and “followed” backlinks. Andrienko noted that backlinks matter, especially for sites targeting keywords with fewer than 10,000 monthly searches.

高质量外链建设仍是极为重要的,包括外链主域和“followed”的返链。Andrienko 指出,返链对那些目标选择为每月10000次搜索以下关键词的站点尤为重要。

What factor is most important?

哪个因素最为重要?

Interestingly, SEMrush found that user signals and (direct) website traffic were actually the highest predictors of top rankings. Andrienko theorized that this was because top-ranking sites (i.e., those on page 1) are all doing on-page optimization well, meaning that Google needs new criteria to differentiate among these sites.

有趣的是,SEMrush 发现:用户行为信号以及(直接的)网站流量实际上才是高排名的最关键预测指标。Andrienko 推测这是因为高排名(譬如那些排在第一页的)网站都是已经做过页面优化了的,页就是说 google 就需要一些新的标准来区分这些站点。

See Olga Andrienko’s full presentation here:

 点击下面链接,查看 Olga Andrienko 的完整介绍: 

SEMrush Ranking Factors 2.0: SEMrush 2017 Study With Unreleased Updates By Olga Andrienko from Search Marketing Expo – SMX

Why General Ranking Factors Are Dead!

为什么说通用排名因素已死?

Next up was Marcus Tober from Searchmetrics. His company also analyzed ranking factors, but rather than look at factors by keyword search volume, he looked at factors by general trends versus individual industry/niche trends.

Tober noted that, while there are broad, general trends in terms of overall ranking factors, specific industries and niches seem to weight certain ranking factors more heavily. Here are some of Searchmetrics’ findings:

General trends

大趋势

Everyone is improving their page load time across the board. While this isn’t a massive ranking factor, it’s important to see how you compare to your competitors so you don’t get left behind.

大家都在提升页面的加载速度,可这并不是一个很重要的排名因素,重要的是你在与对手的对比时不要落后。

Like Andrienko, Tober found that keywords in titles are not that important. Indeed, only 48 percent of top-ranking (position #1) websites have their keywords in the title tag, suggesting that Google is getting better at judging relevance without this factor.

Searchmetrics also found that word count for top-ranking pages is increasing. Both Tober and Andrienko note that word count correlates with rankings, but they also advise to not just “go big” on content and hope for an increase in rankings.

Industry-specific trends

特定行业趋势

Tober found that different ranking factors seemed to be weighted differently depending on the query itself, so Searchmetrics broke out ranking factors by industry in their study (specifically looking at e-commerce, finance, health, media and travel).

The study looked at how ranking factors within each of these industries were weighted against the average — this provided some insight into which ranking factors are most relevant for each of these industries.

For example, HTTPS is a bigger deal for finance sites, as those require more user trust; however, it does not seem to be as heavily weighted for travel sites. Usage of images, on the other hand, was not so important for finance websites but had a larger impact for travel sites.

The point here is user intent: What does the user want? That is naturally going to be different for different industries.

Niche-specific trends

特定利基趋势(Niche-specific trends) (特定小众市场趋势)

It isn’t just different industries that have different ranking factors, and Searchmetrics also looked at more niche types of websites to see what trends they could fine. This included dating sites, SEO services sites and recipe sites.

Again, Tober found that certain ranking factors were weighted differently based on niche. For example, HTTPS usage is high among SEO sites but not among dating and recipe sites. On the other hand, use of structured data and Schema.org markup was highest among recipe sites — likely because recipes have valuable rich snippets associated with them in SERPs.

Overall, Tober’s message was that ranking signals are relative to your industry and niche, so consider what your users need when considering how you structure your site and create content for your pages. He echoed Andrienko’s call to look at your competition and see what they’re doing.

See Marcus Tober’s full presentation here:

Why General Ranking Factors Are Dead! By Marcus Tober from Search Marketing Expo – SMX

How to put these findings into action

如何将这些发现付诸实施

The final speaker was Herndon Hasty, digital marketing manager for The Container Store. His presentation was more focused on taking the data and findings from previous speakers and providing practical applications. He used case studies to illustrate his own findings, too.

Site speed

网站访问速度

Site speed is a longstanding ranking factor, and it’s becoming more important as mobile usage continues to rise. Here are Hasty’s main recommendations for improving site speed:

Caching. Find more elements on your site that you aren’t currently caching or that you should be caching for a longer time period. (Basically, this ensures that the page can load faster for anyone who’s been to your site before.)

缓存

Combining your external files. Reducing your page size by hosting your Javascript and CSS on external files can be a great idea, but not if you have 30 to 40 external resources that need to be called. Try to consolidate your external files wher possible.

合并外部文件

Managing your tags. Remove vendor tags you’re not using, and be sure to have the latest versions of the tags you are using.

Tags 管理

Image optimization. Hasty believed that image size is the biggest factor impacting site speed. Any time you can shrink an image, it’s going to improve your page speed. Don’t use images that are too big — load large versions only when customers want it! Whether it’s product images, repeated elements or logos, make sure you fit images to their exact space.

图片优化

HTTPS

HTTPS

SEOs have been working on securing their sites ever since Google announced back in 2014 thatHTTPS would provide a slight ranking boost.

When switching to HTTPS, you do need to consider site speed, as it will slow down the site a bit — but many still believe the switch is worth it, as there may come a day when Google makes HTTPS a requirement, similar to the mobile-friendly update.

The unfortunate part about switching to HTTPS is that it carries all the risks and challenges of a site redesign but without any of the fun.

Because you’ll need to implement HTTP to HTTPS redirects throughout your entire site, this does at least present a great opportunity to take care of any URL changes that you want to make.

The biggest element that often gets missed in an HTTP to HTTPS migration is canonical tags. Updating your canonical tags is critical, as your site can experience a loss of traffic and site performance due to out-of-date canonicals.

meta data

元数据

Somewhat contrary to the findings above by SEMrush and Searchmetrics, Hasty has found that titlescan have an impact and do make a difference, especially for lower ranking pages.

meta descriptions are, of course, not a ranking factor, but they can improve click-through rates. What works in meta descriptions? It’s different for all niches and industries, but Hasty has found that including the following in your meta descriptions tends to increase performance:

Keywords.

Free shipping/returns.

Brand names people know.

“Official site” (a trust signal).

Promotions and sales.

SERP changes

搜索引擎结果页(SERP)的改变

Changes to search engine results pages (SERPs) can really drive down click-through rates(点阅率) — featured answers, more/larger rich snippets, product listing ads and the addition of a fourth text ad to some SERPs have all led to less above-the-fold page real estate for organic results.

These are things you largely can’t control, but you can still adapt your strategies to this changing reality. For example, Hasty recommended seeking “instant answer boxes,” also known as featured snippets. These are showing up for more generic terms and take up 15 to 90 percent of above-the-fold SERP space — plus, your digital assistants will read these in response to voice search.

To obtain a featured snippet, you need to be on the first page, but you don’t even need to be in the top five. Hasty suggests using structured data wher possible, too — this will help you capture the correct search intent as Google gets smarter and better at understanding query intent.

See Hasty’s full presentation here:

SEO Ranking Factors 2017: What's important, What's Not By Herndon Hasty from Search Marketing Expo – SMX

 



 




 
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