This is Search Engine Optimization Explained by Common Craft.
本期介紹搜索引擎優(yōu)化。

Imagine for a minute that you’re a librarian, but not a normal one. You’re a librarian for every book in the world.
假設(shè)你是名超級圖書管理員，管理世界上所有的書。

People depend on you every day to find the exact book they need. How do you do it?You need a system. You need to know what’s inside every book and how books relate to each other. Your system needs to take in a lot information and spit out the best answers for a patron’s questions. It’s not an easy job. Search engines like Google and Bing are the librarians of the Internet. Their systems collect information about every page on the web so they can help people find exactly what they are looking for.
每天人們找你查書。你怎么辦？你需要一個系統(tǒng)，記錄每本書的內(nèi)容以及相互之間的關(guān)系。它得分析海量信息提供最佳答案。這活可不容易。Google和Bing就是互聯(lián)網(wǎng)的圖書管理員。它們收集網(wǎng)頁，幫人們找需要的信息。搜索引擎有個叫算法的配方，能把獲得的信息轉(zhuǎn)換成有用的搜索結(jié)果。

And every search engine has a secret recipe, called an algorithm - for turning all that information into useful search results. Now, if you own a website, search results matter. When your pages have higher rankings, they help more people find you. The key to higher rankings is making sure your website has the ingredients search engines need for their recipes. This is called search engine optimization or SEO.
搜索結(jié)果對推廣網(wǎng)站至關(guān)重要。頁面的搜索排名越靠前，網(wǎng)站點(diǎn)擊率越高。想排名靠前，網(wǎng)站就得提供符合搜索引擎的配方的成分。這就是搜索引擎優(yōu)化，又叫SEO。

As it turns out, most of the big ingredients are known. Let’s take a look... First, words matter. Search engines account for every word on the web. This way, when someone searches for “shoe repair” the search engines can narrow the results to only the pages that are about those words.
事實上，大部分配方的主要成分是已知的。首先文字很重要。搜索引擎會分析頁面上的每個字。搜索“修鞋”，它僅返回那些與這個詞相關(guān)的頁面。

Second, titles matter. Each page on the web has an official title, but you may not ever see it because it’s in the code. Search engines pay a lot of attention to page titles because they often summarize the page, like a book’s title.
其次是標(biāo)題。頁面都有一個正式的標(biāo)題，也許你從沒見過，它在頁面代碼里。搜索引擎賦很看重標(biāo)題，因為它像書的標(biāo)題一樣概括了頁面的內(nèi)容。

Third, links between websites matter. When one web page links to another, it’s usually a recommendation, telling readers “this site has good information”.
A web page with a lot of links coming to it can look good to search engines.
第三，站點(diǎn)之間的鏈接很重要。當(dāng)鏈接指向另一個站點(diǎn)時，通常被認(rèn)為是向用戶推薦這個站點(diǎn)。被指越多的頁面，排名越靠前。

But some people try to fool the search engines by creating or buying bogus links all over the web that point to their own website. Usually search engines can detect when a site has a lot of them. And they account for it by giving links from trustworthy sites more weight in the recipe.
有人企圖通過創(chuàng)建或購買虛假外部鏈接來欺騙搜索引擎。通常搜索引擎可以識別出這些站點(diǎn)。在配方里來自可信站點(diǎn)的鏈接有更大的權(quán)重。

Fourth, the words that are used in links matter too. If your webpage says “Amazon has lots of books” and the word “books” is linked, search engines can establish that is related to the word “books”. This way when someone searches for books, that site will rank well.
第四，鏈接里的文字也很重要。如果網(wǎng)頁說“亞馬遜有很多書”，同時書這個詞是指向亞馬遜的鏈接。搜索引擎會認(rèn)為亞馬遜和書有關(guān)。當(dāng)有人搜索書的時候，亞馬遜的排名會上升。

Lastly, search engines care about reputation. Sites with a consistent record of fresh engaging content and growing numbers of quality links may be considered rising stars and do well in search rankings. These are just the basics and the recipes are refined and changed all the time. Good SEO is about making sure your website has great content that supported by the ingredients that search engines need for their recipes.
最后，搜索引擎關(guān)心站點(diǎn)的信譽(yù)。持續(xù)更新的內(nèi)容，不斷增長的高質(zhì)量鏈接，會讓站點(diǎn)得到更好的排名。配方一直在改進(jìn)，以上都是最基本的成分。搜索引擎優(yōu)化要確保站點(diǎn)能提供其配方所需的成分。

I'm Lee LeFever and this has been Search Engine Optimization Explained by Common Craft.
這就是搜索引擎優(yōu)化 我是《原來如此》節(jié)目的李 勒菲弗。

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