Gael的2019年的演讲
围绕着怎么通过20%的努力获得80%的效果这个思维来优化你的内容站(content sites),让你的目标关键词排的更靠前、获取更多优质SEO流量。
开头,他讲到了今年年初的两个小收获:
一是:更改一篇博客文章的update date后排名上涨,原来Google freshness真的有用;
二是:使用Website Auditor的TF*IDF进行on-page优化后,排名有上涨,虽然不是全部。
这些小收获让他去思考怎么通过最小的努力获取最大的回报,于是他将这一原则应用到了英文内容站建设的各个方面,并得出一些实用的结论:
别太过分关注搜索量(keyword volumn),还得看看SERP的点击率和前几名的流量(通过Ahrefs的click data)。比如:有些词搜索量巨大,但几乎不产生点击行为,那你就算拍上去了也是白搭,不会有多少流量。
Build hubs, not pages。也就是silo的意思,把内容和主题相近的那些文章归类在一个hub里。
内链的效果不比外链效果差,而且内链锚文本随意,关键词锚文本也可以。
给谷歌想要的内容,而不是你认为最高质量的内容,什么是谷歌想要的内容呢,用Surfer SEO去发现SERP前五名的一些共性,然后整理出一份谷歌喜欢的内容框架,让写手去创作。
精选摘要(featured snippets),去学习Hubspot吧,他们网站开发了专门给谷歌看的 <div = class"hsg-featured-snippet">的HTML代码,很干净!
使用Google Search Console的URL Inspection去“实时”测试(24小时内,同一个页面,可以提交多次哦,直至谷歌让你明天再来尝试)。
SERP里有一半的Title都是被谷歌修改过的,越短的title(50字符左右)表现越好。
发送外链获取emails时,casual tone、精简、多次提及对方的名字等都有助于提升转化率。
周一和周五发送邮件,回复率和转化率略比其他时间高。
DA 30-50的网站更容易获得外链。
一个页面的affiliate links多少与该页面的排名表现没有相关性(意思是:commercial pages不用在意有太多的affiliate links)。
Gael上来第一张PPT就放出了几个他常用的SEO工具: SEO Tool Lab, Surfer, Clearscope, MarketMuse, PageOpitimizer等
build easy keywords & topics relevant hubs/建立简单关键字和主题中心的主要内容
1. 50%以上的谷歌搜索量是没有点击的,大数据表明我们生活在一个很多请求得不到回应的世界(we live in a world where many queries just get no clicks at all).
2. 谷歌增加了首页的popular图片和people also ask信息展示,这两个信息展示吃掉了很多自然点击,点击和流量比搜索量更重要。
3. 但是SEO还是有机会的,因为有些话题300个单词是解释不清楚的,这个时候EAT(expert-authority-trustfulness)文章的SEO作用就发挥出来了,很多"rich results"占据了自然点击。
4. 关键词的搜索量并不等同于点击量,可能一个关键词搜索量很大,但是人们没有点击进入你的网页,我们需要关注复杂的话题来确保网站大量的点击。
以下是他的原文描述:
. Yes, there are less clicks in organic but changes are unequal;
. Click & traffic metrics are more important than search volume
. Even with all that, lots of "rich results" take up organic clicks
. Focus on complex topics to ensure max clicks to sites
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