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SEO实战密码:60天网站流量提高20倍(第3版)

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Zac老师是中国SEO行业专业专家,《SEO实战密码》在过去的5年中,累计销售达十二万余册。
Content Description

《SEO实战密码:60天网站流量提高20倍(第3版)》是畅销书升级版,详细和系统地介绍了正规、有效的SEO实战技术,包括为什么要做SEO、搜索引擎工作原理、关键词研究、网站结构优化、外部链接建设、SEO效果监测及策略修改,SEO作弊及惩罚、排名因素列表、常用的SEO工具、SEO项目管理中需要注意的问题等专题,最后提供了一个非常详细的案例供读者参考。
第3版增加了移动搜索优化、APP排名优化、百度2015年排名因素调查结果等新内容,并对前两版中不再适用的内容进行了调整,如删除已无法使用的SEO工具,增加新工具介绍,更新已产生变化的搜索结果页面抓图,修正一些新形势下的SEO观点等。
本书不仅对需要做SEO的人员有帮助,如个人站长、公司SEO或网络营销人员、SEO服务公司人员等,对所有从事与网站相关工作的人都有参考价值,如网站设计人员、程序员、大中专院校网络营销和电子商务专业学生、网络公司技术和营销团队、传统商业公司电子商务团队等。
Author Description

昝辉,网名Zac,1992年毕业于北京航空航天大学电子工程系,1995年北京电影学院硕士研究生毕业。1997来到新加坡在后期制作公司担任编辑和项目经理等职务。Zac于2006年开始写中文博客《SEO每天一贴》。几个月内《SEO每天一贴》成为中国SEO领域被引用最多,受欢迎的行业博客之一,很多文章在网上广为流传。Zac也多次受邀在新加坡及中国举办的搜索营销大会及网络营销研讨会、讲座中演讲。2009年出版畅销图书《网络营销实战密码》,荣获中国书刊发行协会“2010年度全行业出色畅销品称号”,连续4年获得出版社畅销书奖。2011年出版畅销图书《SEO实战密码》,连续5年获得出版社畅销书奖。《SEO实战密码(第2版)》获得“第十二届输出版出色图书”称号。
2006年6月Zac与其他三位志同道合者共同发起成立SEO研究团队“点石互动”,现已成为中国SEO研究的旗帜性平台。
2003年创建中新网络科技,是新加坡发展最快的主机供应商之一。在没有广告预算及社会关系的情况下,中新网络科技的发展完全依靠网络营销。
除了主机和服务器服务外,Zac也向新加坡、中国及英国、美国、马来西亚等国家数十个客户提供网络营销顾问咨询服务。在运营自己网站及为客户提供顾问服务过程中,Zac积累了大量网络营销实战经验。由于工作语言是英语,Zac在了解、实验国际全新网络营销趋势和手法方面有独特优势。
Catalogue

第1章 为什么要做SEO
1.1 什么是SEO
1.2 为什么要做SEO
1.3 搜索引擎简史
第2章 了解搜索引擎
2.1 搜索引擎与目录
2.2 搜索引擎面对的挑战
2.3 搜索结果显示格式
2.3.1 搜索结果页面
2.3.2 经典搜索结果列表
2.3.3 整合搜索结果
2.3.4 全站链接
2.3.5 框计算和One-box
2.3.6 富摘要
2.3.7 图文展现
2.3.8 知心搜索和知识图谱
2.3.9 面包屑导航
2.4 搜索引擎工作原理简介
2.4.1 爬行和抓取
2.4.2 预处理
2.4.3 排名
2.5 链接原理
2.5.1 李彦宏超链分析专利
2.5.2 HITS算法
2.5.3 TrustRank算法
2.5.4 Google PR
2.5.5 Hilltop算法
2.6 用户怎样浏览和点击搜索结果
2.6.1 英文搜索结果页面
2.6.2 中文搜索结果页面
2.6.3 整合搜索及个人化搜索
2.7 高级搜索指令
2.7.1 双引号
2.7.2 减号
2.7.3 星号
2.7.4 inurl:
2.7.5 inanchor:
2.7.6 intitle:
2.7.7 allintitle:
2.7.8 allinurl:
2.7.9 filetype:
2.7.10 site:
2.7.11 link:
2.7.12 linkdomain:
2.7.13 related:
2.7.14 综合使用高级搜索指令
......
Book Abstract

在很多电子商务网站上,首页展示的是最新产品、热门产品等。这些产品的选择其实是有学问的,并不一定真的按发布时间列出最新产品,或真的是产生订单最多的产品。显然首页放哪些重点产品首先是商业考虑,而不会是从SEO出发,但SEO需要明白,首页可以放上自己想重点优化排名的产品页面,使这些内页权重提高。
依我的经验,把产品内页链接放在首页上,哪怕没有其他外部链接的支持,这些内页的排名也会有显著提高。
4.14.2非必要页面
每个网站都有一些在功能及用户体验方面很必要、但在SEO角度没必要的页面,比如隐私权政策、用户登录页面、用户注册页面、联系我们、甚至还包括“关于我们”页面。从用户角度看,这些页面是必需的功能或有助于提高网站信任度。不过搜索引擎既不能填表注册,也不能登录,一般网站也不会想优化“隐私权政策”这种关键词,这些页面既没有必要也不太可能获得任何排名。
麻烦的是这些页面通常在整个网站每个页面上都会有链接,它们的权重将仅次于首页,与一级分类页面相似,可能更高。不得不说这是一种权重浪费。为降低这些非必要页面的权重,一般可以采取几种方式。
(1)只在首页显示链接,其他页面干脆取消链接,如隐私权政策,关于我们等页面。
(2)使这些页面的链接不能被跟踪或传递权重,例如使用NoFollow标签或使用JavaScript链接。某些必须在所有页面显示的链接可以这样处理,如用户注册及登录贞而。
还可以将这些页面的链接通过一个程序页面做转向,如链接做成。redirect.php?page.html,redirect.php程序只实现一个功能,就是根据后面的参数自动转向到page.html,然后用robots文件禁止爬行redirect.php这个文件。
除了上面提到的几种明显的非必要页面,很多网站其实存在更多非必要页面。比如电子商务网站列出的帮助信息、购物付款流程、送货信息、公司新闻等,这些页面从SEO角度看都没有什么价值。
SEO人员应该对网站所有版块了如指掌。凡是在产品分类及具体产品页面之外的信息,都要问问自己,这些页面站在SEO角度看是必需的吗?能优化什么关键词?尽量减少能够传递权重的全站链接到非必要页面。
……
Introduction

《SEO实战密码》第1版2010年12月上市,转眼间已经5年多了。这5年中,第1版、第2版都取得了骄人的成绩,连续5年获得电子工业出版社最畅销书奖,并且本书第2版获得“第十二届输出版优秀图书”的荣誉。市面上书名带有“实战”或“密码”两个字的书籍越来越多,我当初给书起名时可是鲜少有这种书名的。甚至类似的封面设计也越来越多了。以至于修改第3版时,编辑和我商量,我们要不要改个书名、换个封面设计啊?我的想法是,封面设计可以,也应该换,就像人应该换衣服一样。但名字就不改了,品牌不是模仿就能超越的。
销售数字可以证明这一点。即使不算各种盗版,单就《SEO实战密码》这5年累计销售接近12万册,这本书和我的另一本畅销书《网络营销实战密码》至少已经直接服务了几十万读者,这在技术书领域应该不多见。
这倒不是因为书写得有多好。我觉得主要有两个原因:一是SEO和站长圈子里知道我的人不少,大家都很捧场帮忙,形成了口碑和小小的品牌。二是市场需求比较大。可以这样说,做网站的,无论是商业公司还是个人站长,没有没听说过SEO的。
五六年前,SEO行业很喧嚣,这两年消停了很多。不过我倒觉得,沉寂了的SEO有更大的市场。一个行业,或者一种技术,一方面藏着掖着,故作神秘,或者被神秘;另一方面,每个人都在热烈地讨论它,热闹非凡,这往往不是什么好事。五六年前的SEO就是这样。
现在,很少看到令人耳目一新的SEO博客或论坛帖子了,老SEO博客们几乎都不更新了,也没有什么令人瞩目的新SEO博客出现,点石的创始人和老版主们大多不再以SEO为职业了,认为SEO实在没什么技术含量的人越来越多了……
但是,SEO已经成为大部分网站的标配。
这对所有的SEO从业人员和爱好者都是好事。SEO成为一个没人再热烈讨论,但每个网站都需要的技能和职位。
自20世纪90年代中期SEO行业诞生以来,SEO技术真正发生巨大变化的时候并不多,过去这两年算是SEO行业快速变化的一个时期。巨变之一是移动搜索超越PC端搜索,因而带来移动SEO的需求和探索。二是搜索引擎算法对自然SEO的要求有显著提高,以前有效果的SEO手法现在反而可能有害。这些变化是本书第3版主要修正、增加的内容。

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