Sunday, July 26, 2009

SEO:搜尋引擎最佳化

SEO:搜尋引擎最佳化是另一種網站推廣的方式,一般的網站推廣是以關鍵字購買的方式來讓網站增加曝光率,這是一種最直接快速的途徑,可是一個熱門的關鍵字成本卻十分高。


而SEO的技巧可以讓網站的自然搜索排名提高,從而增加你的網站的曝光率。自然搜索和購買關鍵字是不同的事情,這是大眾對於SEO的普遍誤會,以為只要付了費用就可以放在"第一名"。即使是SEO,也沒有人能保障你的網頁是放在第一名之中,我相信香港沒有多少間SEO / Web Design公司是直屬雅虎和Google,第一名是由雅虎和Google內部的機制篩選出來,這個商業機密從沒有被公開出來。


SEO和關鍵字購買並不一樣,它的成效並不會一時三刻之下出現,所有的自然排名都要依從雅虎和Google內部的機制,沒有人能左右它們的更新數據速度。SEO亦十分重視網頁的權重,一般的說法是大量有質量的外部連結會提高一個網頁在整個網絡的重要性,在Google之中它們稱為Page Rank,雅虎雖然沒有Page Rank的說法,可是SEO人員都知道雅虎亦重視外部連結,兩者的用意只是差不多,而一個網頁的權重亦不會在一時三刻之下飛躍提高,這大慨是防止大量的欺騙行為,也是黑帽的SEO手法,這也是為什麼SEO的工作為什麼要差不多一季以至半年才有真正的成效。


SEO的工作大致上都會分為兩大類別:內部優化(In Page SEO)及外部優化(Off Page SEO)。


內部優化(On Page SEO) : 指網頁內部的優化工作。這是最為基礎和有效的工序,最簡單的由推砌關鍵字的工作,以及減沙垃圾編碼的工程。內部優化有限制的,除了增加頁數外你可以在同一頁中優化的工作只能作到一定程度,過度優化會被搜尋器視為欺騙行為而令網頁降權或刪除


外部優化(Off Page SEO) : 指網頁外部的優化工作。上文提及的權重則是由外部優化的工作,登錄網站以及寫網誌/部落部也是常見的工序之一,而一般黑帽都是重於這部份,外部優化可說是無止境的,根據官方的說法,你是不操縱外部有什麼連結連結你的網頁去。這也是為什麼SEO人員最為重視這個工序。


外部連結的另類手法則是Google Bomb。一種試圖影響特定站點在Google中查詢結果排序的做法。借由Google的特定算法,一個被很多相同關鍵字連結到的網站將在Google中得到一個高的頁面評價。「Google炸彈」既是動詞也是名詞。


第一次有傳媒報導Google炸彈卻是在1999年,有人偶然地發現當用戶查詢「more evil than Satan」(比撒但還邪惡)時,返回的是微軟公司主頁。現時送回的結果是有關這新聞的報導。Google炸彈應叫做「鏈接炸彈」才更貼切,因為手法不單對Google有影響,對其他使用鏈接分析的搜尋引擎也有影響。



引用 搜尋引擎最佳化:維基百科,自由的百科全書


搜尋引擎最佳化(又稱搜索引擎優化, 其英文叫 Search Engine Optimization,簡稱SEO)是一種利用搜索引擎的搜索規則來提高目的網站在有關搜索引擎內的提名的方式。由於不少研究發現,搜索引擎的用戶往往只會留意搜索結果最開首的幾項條目,所以不少網站都希望透過各種形式來影響搜索引擊的排序。當中尤以各種依靠廣告維生的網站為甚。



所謂「針對搜尋引擎作最佳化的處理」,是指為了要讓網站更容易被搜尋引擎接受。搜尋引擎會將網站彼此間的內容做一些相關性的資料比對,然後再由瀏覽器將這些內容以最快速且接近最完整的方式,呈現給搜尋者。



搜索引擎優化對於任何一家網站來說,要想在網站推廣中取得成功,搜索引擎優化都是至為關鍵的一項任務。同時,隨著搜索引擎不斷變換它們的排名演算法規則,每次演算法上的改變都會讓一些排名很好的網站在一夜之間名落孫山,而失去排名的直接後果就是失去了網站固有的可觀訪問量。所以每次搜索引擎演算法的改變都會在網站之中引起不小的騷動和焦慮。可以說,搜索引擎優化是一個愈來愈複雜的任務。

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