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.
幾年前，搜索引擎優(yōu)化被公認(rèn)為專業(yè)的技術(shù)知識，以及通過特別的，秘密的技巧影響谷歌的的搜索排行，因此這是一項(xiàng)明顯的證據(jù)，證明搜索引擎優(yōu)化產(chǎn)業(yè)日趨成熟。如今的市場營銷準(zhǔn)則，已經(jīng)是動態(tài)多層次的網(wǎng)絡(luò)營銷的主場，傳播著靈活的技術(shù)，成為每一位網(wǎng)絡(luò)營銷者的生活所需。

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.
谷歌配置并加速了這種轉(zhuǎn)變，改變方法，幫助用戶更迅速搜索到相關(guān)信息。那么，SEO（搜索引擎優(yōu)化）是怎么產(chǎn)生的？谷歌的目標(biāo)又是什么?網(wǎng)絡(luò)營銷技術(shù)人員又是如何掌握谷歌的發(fā)展動態(tài)以實(shí)現(xiàn)搜索引擎優(yōu)化產(chǎn)業(yè)的最大化？下面將為大家簡單介紹一下。

1. SEO is now more about building a brand than manipulation or trickery.
1. SEO如今更傾向于成立品牌而不是操控影響。

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?
過去兩年，我們對于搜索引擎優(yōu)化系統(tǒng)的觀念已經(jīng)發(fā)生改變：我們談?wù)摰牟辉僦皇擎溄樱P(guān)鍵詞和首頁排名，而是推廣品牌與內(nèi)容策略。不過成立新的品牌和推廣高質(zhì)量產(chǎn)品并不是新的名詞，它們早已根植在市場營銷的主線之中。那么，為什么搜索引擎優(yōu)化產(chǎn)業(yè)會發(fā)生如此突然的轉(zhuǎn)變？

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.
谷歌發(fā)行名為"企鵝"與"熊貓"的計(jì)算機(jī)運(yùn)算法則，給網(wǎng)絡(luò)管理員和市場營銷專員傳遞一個(gè)清晰的訊息：谷歌不再容忍企業(yè)或公司使用操控性的技巧與低質(zhì)量的內(nèi)容出現(xiàn)在搜索的結(jié)果當(dāng)中。結(jié)果是？有策略，有質(zhì)量的內(nèi)容是獲得關(guān)注的唯一選擇。

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.
有內(nèi)容的策略才是最有效的，然而，當(dāng)強(qiáng)大的品牌執(zhí)行這種策略的時(shí)候，另一方面，只會獲得極少關(guān)注。同時(shí)，高效保質(zhì)的策略是成立品牌的重要途徑。所以，內(nèi)容比技巧更重要。

2. Google is no longer just a search engine.
2. 谷歌不再僅僅是搜索引擎。

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.
沒錯(cuò)，谷歌最初作為搜索引擎來運(yùn)行并且會繼續(xù)它的搜索服務(wù)。不過如今谷歌也成為了銷售和以數(shù)據(jù)為導(dǎo)向的項(xiàng)目的領(lǐng)導(dǎo)者。Knowledge Graph，用以分析用戶所需，迅速提供信息和提供聯(lián)想的問題。

3. Links are key, but for a different reason.
3. 鏈接是主線，但出發(fā)點(diǎn)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.
當(dāng)前，公司域名與主頁的數(shù)量與質(zhì)量已經(jīng)成為影響搜索排名的重要性因素。由于市場的受歡迎度與網(wǎng)頁的點(diǎn)擊率（谷歌所討厭的）成正比，所以谷歌將會改變計(jì)算機(jī)運(yùn)算法則，使其承擔(dān)更低的瀏覽量。然而，即使鏈接與搜索引擎優(yōu)化系統(tǒng)的前景無關(guān)，也不等于這些因素對于你的網(wǎng)絡(luò)營銷不再重要。

4. The future is "Now."
4. "Now"就是將來。

Google Now is more than a mobile voice search challenging Apple's Siri. It's an entirely different mindset that pulls answers from geolocation, search history and preferences, as well as recent activity on Google products and other places.
谷歌 Now 軟件的功能已經(jīng)不僅是語音搜索這么簡單了，它還甚至威脅到蘋果Siri語音軟件的地位。這完全是不同的功能，它還可以搜索地點(diǎn)，搜索歷史和用戶偏好，還有谷歌最近的產(chǎn)品活動以及其他地區(qū)。

It can search your calendar for birthday reminders. It can find your travel itinerary in your Gmail and spit out a weather report for where you're headed. The emphasis is on serving answers, not webpage results. The challenge is making yourself relevant enough in people's lives so that you show up in search results.
你可以搜索生日日歷提醒，Gmail的旅游行程，它還會為你提供前往地區(qū)的天氣報(bào)告。重點(diǎn)是，它提供的是答復(fù)，而不是網(wǎng)頁結(jié)果。與蘋果的區(qū)別在于，它讓你如同置身于真實(shí)的生活中，提供人性化的搜索答復(fù)。

Because most of this takes place on mobile devices, SEO also means optimizing websites to be mobile-friendly.
因?yàn)榇蠖鄶?shù)這樣的服務(wù)僅限于移動設(shè)備，而谷歌的SEO還意味著優(yōu)化網(wǎng)頁，使其更便捷友好。

5. Approach online marketing with a "product" perspective.
5. 從"產(chǎn)品"的角度看待網(wǎng)絡(luò)營銷。

If you have a bad product, you can sell a few units through excellent marketing. But this strategy not only won't last long -- it'll kill your brand as the word spreads. This is why you should treat every aspect of your inbound marketing campaign as a product.
如果你的產(chǎn)品質(zhì)量不怎么樣，你可以通過萬能的市場營銷出售幾組產(chǎn)品。不過這種策略不能長久使用——否則會扼殺你的品牌。這就是為什么你應(yīng)該在市場營銷戰(zhàn)役中兼顧產(chǎn)品的每一個(gè)方面的原因。

Consider content as your chief product. Content can be a blog post, an ebook, a video, an email newsletter, an infographic or just about anything that's going to be consumed by an audience.
把產(chǎn)品質(zhì)量當(dāng)做你的首席產(chǎn)品。內(nèi)容可以是博客，電子書，視頻，郵件，圖片或任何能夠促使消費(fèi)者消費(fèi)使用的形式。

Conclusion.
結(jié)論

The irony is that many folks who try hard to get that number-one ranking in the search results often fail, while brands and marketers who patiently and systematically follow these steps not only reach their goals, but stay there over the long haul.
很諷刺的是許多伙伴都極力爭取搜索結(jié)果的第一名，然而事與愿違，不過有耐心懂得按部就班的品牌和領(lǐng)導(dǎo)者則會根據(jù)自己的銷售目標(biāo)步步為營，蓄勢待發(fā)。

Google has carefully crafted its strategy to encourage strong, quality content publication so its users don't have to see the spammy content that used to litter its search results. Google's future moves will be to further encourage this trend of quality and branding instead of manipulation and trickery.
谷歌很謹(jǐn)慎地改變營銷策略，挖掘更強(qiáng)有力，更高質(zhì)量的搜索結(jié)果，為用戶提供有內(nèi)涵的內(nèi)容，省時(shí)又省心。將來，谷歌將會推動質(zhì)量的提高和品牌的推廣，而不是操縱和欺詐。

除了Google,我們最常用的搜索引擎還有百度搜索，但似乎一開始這些搜索引擎給我們的印象都是在搜索框內(nèi)輸入關(guān)鍵字，再按 "Enter"鍵，就會得出包含關(guān)鍵字的結(jié)果。不過這些搜索結(jié)果大多都是模糊不明確的，讓人感覺大海撈針。在改變SEO的策略上，Google作了很大的努力，使搜索不再只是搜索，從"輸入指令—確認(rèn)—結(jié)果"到 "輸入問題—確認(rèn)—回答"，光從這些詞語已經(jīng)可以看出它們的區(qū)別，搜索的過程更靈活，更身臨其境。同時(shí)，高質(zhì)量有內(nèi)涵的銷售策略也逐漸受到企業(yè)者的重視，因?yàn)槌闪⒑桶l(fā)展公司的品牌，注重的不應(yīng)當(dāng)是投機(jī)取巧，而是實(shí)實(shí)在在地為用戶提供最貼心的服務(wù)，由此優(yōu)化企業(yè)公司的產(chǎn)業(yè)結(jié)構(gòu)，促進(jìn)產(chǎn)品銷售與品牌推廣。