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Just a few years ago, search-engine optimization was widely considered a
specialized knowledge of how to manipulate Google's search rankings with clever,
secret tactics. While that was an accurate assessment then, the SEO industry has
matured. It is now a dynamic, multifaceted online-marketing discipline that
transcends clever trickery, and has become an essential requirement of expertise
for every online marketer.
几年前，搜索引擎优化被公认为专业的技术知识，以及通过特别的，秘密的技巧影响谷歌的的搜索排行，因此这是一项明显的证据，证明搜索引擎优化产业日趋成熟。如今的市场营销准则，已经是动态多层次的网络营销的主场，传播着灵活的技术，成为每一位网络营销者的生活所需。
Google has facilitated and accelerated this shift by changing the game in
ways that help users find information faster and in a manner that emphasizes the
giant's own products. So how is SEO evolving, and what is Google's goal? What
can online-marketing professionals learn about the future best practices of the
SEO industry by studying Google's present pattern of changes? Read on.
谷歌配置并加速了这种转变，改变方法，帮助用户更迅速搜索到相关信息。那么，SEO(搜索引擎优化)是怎么产生的?谷歌的目标又是什么?网络营销技术人员又是如何掌握谷歌的发展动态以实现搜索引擎优化产业的最大化?下面将为大家简单介绍一下。
1. SEO is now more about building a brand than manipulation or
trickery.
1. SEO如今更倾向于成立品牌而不是操控影响。
Changes over the past two years already have shifted our perception of
search-engine optimization. We're no longer talking about just links, keywords
and PageRank. Instead, we're discussing branding and content strategy. But
building a brand and publishing high-quality content are not new concepts,
they've always been key parts of inbound marketing. So why the sudden shift in
buzz within the SEO industry?
过去两年，我们对于搜索引擎优化系统的观念已经发生改变：我们谈论的不再只是链接，关键词和首页排名，而是推广品牌与内容策略。不过成立新的品牌和推广高质量产品并不是新的名词，它们早已根植在市场营销的主线之中。那么，为什么搜索引擎优化产业会发生如此突然的转变?
Google's launch of its Penguin and Panda algorithm updates sent a clear
message to webmasters and marketing professionals: Google will not tolerate
manipulative tactics or low-quality content in its search results. The result? A
strategic, quality content strategy became the only option to achieve visibility
in search results.
谷歌发行名为"企鹅"与"熊猫"的计算机运算法则，给网络管理员和市场营销专员传递一个清晰的讯息：谷歌不再容忍企业或公司使用操控性的技巧与低质量的内容出现在搜索的结果当中。结果是?有策略，有质量的内容是获得关注的唯一选择。
A content strategy is only effective, however, when executed by a strong
brand, otherwise, that content achieves little reach, viewership or audience.
Simultaneously, an effective content strategy is the road to building a brand.
As a result, the focus is now on content and branding rather than manipulation
and trickery.
有内容的策略才是最有效的，然而，当强大的品牌执行这种策略的时候，另一方面，只会获得极少关注。同时，高效保质的策略是成立品牌的重要途径。所以，内容比技巧更重要。
2. Google is no longer just a search engine.
2. 谷歌不再仅仅是搜索引擎。
Yes, Google started as a search engine and it continues to serve that
function. But Google has also become the leader in consumer-facing,
data-oriented projects. Knowledge Graph, which attempts to figure out what
searchers want, quickly supply the information and anticipate the next
questions, is one example.
没错，谷歌最初作为搜索引擎来运行并且会继续它的搜索服务。不过如今谷歌也成为了销售和以数据为导向的项目的领导者。Knowledge
Graph，用以分析用户所需，迅速提供信息和提供联想的问题。
3. Links are key, but for a different reason.
3. 链接是主线，但出发点不同了。
Currently, it's widely thought that the quantity and quality of inbound
links to your domain and individual pages on your site are the primary factors
in the ranking algorithm. Because of the resulting market for link buying and
selling (which Google hates), Google might be tweaking its algorithms to give
lower algorithmic weight to inbound links. However, even if links become
irrelevant for SEO purposes, that doesn't mean they won't still be vital for
your online-marketing campaign.
当前，公司域名与主页的数量与质量已经成为影响搜索排名的重要性因素。由于市场的受欢迎度与网页的点击率(谷歌所讨厌的)成正比，所以谷歌将会改变计算机运算法则，使其承担更低的浏览量。然而，即使链接与搜索引擎优化系统的前景无关，也不等于这些因素对于你的网络营销不再重要。
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发表于 2016-7-10 18:12:37