اول از همه بابت استفاده از کلمه "سئو" بجای لفظ صحیح "اس ای او(SEO)" معذرت میخوام. تمایل ام بر این بوده که هرکسی با هر سطح آشنایی بتونه از این مقاله استفاده کنه.
سرفصل
همونطور که همه ما میدونیم، پروتکل های سئو دچار تغیرات زیادی شده. تغیراتی که جسته و گریخته چه از منابع خود GOOGLE و چه از طریق دیگر پژوهشگران این فن مطالعه می کنیم.
حتی شواهد هم بر این ادعا صحه میذارن. مثلا تغیراتی که در گوگل آنالیتیکس شاهد ش هستیم.
یکی از مهمترین مباحث ی که نقل محافل شده کم اثر شدن H1,H2 است.
سر تیتر ها و میان تیتر هایی که به نظر ما رتبه یک کننده است.
گرچه به هیچ وجه نمی توانیم با آزمایش ها و A/B تستینگ هایی که انجام میدیم به نتیجه قطعی برسیم. چون همونطور که میدونین به غیر از H1, H2 ها کلی موارد تاثیر گذار دیگر هم در سایت مان هستن. اما می توانیم با تست کردن بی اثر بودنشان را به چشم ببینیم. این تست حتی h3, h4 را هم شامل میشه.
برای مثال تستی از سایت moz رو براتون لینک میکنم.
By: Cyrus Shepard
در سئو اولین چیزی که یاد گرفتیم استفاده از دو قانون بود
اول اینکه برای شناساندن صفحه خودمون به گوگل از H1 استفاده کنیم و دوم اینکه توی هر صفحه فقط از یک تگ استفاده کنیم.
ما بشدت گوگل و تغیرات شو دست کم گرفتیم. و از طرفی هم فقط به آموخته هامون اکتفا میکنیم. شاید مهمترین دلیل ش این باشه که گوگل بشکل شفاف موارد رو به ما نمیگه و حتی یک مقاله قابل استناد هم در اختیارمون قرار نمیده.
این درسته ولی خب مگه کار ما سئو کارا غیر از اینه. ما در اصل برای رمز گشایی آموزش دیدیم، یا بهتره بگم باید ببینیم.
دیجیتال مارکتینگ بشکل کلی مثل موج می مونه. همه شبیه هم هستن ولی در واقعیت هیچ کدوم شبیه دیگری نیستیم. اصلا برای همینه که هیچ وقت نقطه نظر قابل اتکایی موجود نیست. به سرعت جابجایی شن های کویر مناسب و قوانین و امکانات ماهم تغییر میکنن.
مخصوصا در ایران که تا به نقطه اتکایی میرسیم با بی رحمی و بی استراتژی بعضی افراد استفاده کننده از آن محروم می شویم.
عده ای با این رویکرد که: الان که میتونیم بتازونیم، وارد می شوند و اقیانوس آبی ما را با فضولات تبدیل به باتلاق تبدیل میکنن.
این دهه در سئو کاملاً تغیر یافته است، ارزشمند برای شروع تازه و آغاز فعالیت های جدید. اما آیا این به این معنی یه که ما باید با توجه به سئو سایت خودمون کار متفاوتی انجام بدیم؟
باید بگم بله. اول از همه اینکه ما باید برای سایت مون استراتژی مناسبی رو انتخاب کنیم و بدنبال کشف ایده های جدید باشیم.
دوره کنونی دوره ای است که گوگل بجای توجه به تگ ها و ... بدنبال کشف محتوای ما است.
اصلا برای همین است که برای نشان دادن سرچ هایش از کلمات داخل محتوا کمک میگیرد.
دیگر مثل قدیم نیست که فقط سر تیتر ها را رسد کند و به سرچ کننده نشان بدهد.
الان زمانیه که بیس پیج های خودمونو با سئو قدرتمند و درست به نمایش بذاریم.
من نمیخوام از زحمت دیگرون برای خودم اسم و رسم بسازم و هیچ وقت هم اهل کلاه سیاه بازی نبودم. پس توضیحات اصلی رو با لینک به سایت اصلی براتون می ذارم.
By: Britney Muller
To cover your bases with foundational SEO will continue to be incredibly important in 2020, basic things like title tags, meta descriptions, alt, all of the basic SEO 101 things.
There have been some conversations in the industry lately about alt text and things of that nature. When Google is getting so good at figuring out and knowing what's in an image, why would we necessarily need to continue providing alt text?
But you have to remember we need to continue to make the web an accessible place, and so for accessibility purposes we should absolutely continue to do those things. But I do highly suggest you check out Google's Visual API and play around with that to see how good they've actually gotten. It's pretty cool.
Schema markup will continue to be really important, FAQ schema, breadcrumbs, business info. The News schema that now is occurring in voice results is really interesting. I think we will see this space continue to grow, and you can definitely leverage those different markup types for your website.
Just to keep in mind, there's going to be a lot of articles and research and information coming at you about where things are going, what you should do to prepare, and I want you to take a strategic stance on your industry and what's important in your space.
While I might suggest page speed is going to be really important in 2020, is it for your industry? We should still worry about these things and still continue to improve them. But if you're able to take a clearer look at ranking factors and what appears to be a factor for your specific space, you can better prioritize your fixes and leverage industry information to help you focus.
This has been the case for a while. We need to localize search results and rankings to get an accurate and clear picture of what's going on in search results. I was going to put E-A-T here and then kind of cross it off.
A lot of people feel E-A-T is a huge factor moving forward. Just for the case of this post, it's always been a factor. It's been that way for the last ten-plus years, and we need to continue doing that stuff despite these various updates. I think it's always been important, and it will continue to be so.
This helps optimize your text for natural language processing. It helps make it more accessible and friendly for BERT. While you can't necessarily optimize for something like BERT, you can just write really great content that people are looking for.
One thing to think about this space is we've kind of gone from very, very specific keywords to this richer understanding of, okay, what is the intent behind these keywords? How can we organize that and provide even better value and content to our visitors?
One way to go about that is to consider Google houses the world's data. They know what people are searching for when they look for a particular thing in search. So put your detective glasses on and examine what is it that they are showing for a particular keyword.
Is there a common theme throughout the pages? Tailor your content and your intent to solve for that. You could write the best article in the world on DIY Halloween costumes, but if you're not providing those visual elements that you so clearly see in a Google search result page, you're never going to rank on page 1.
This plays well into entities and topical understanding. Again, we've gone from keywords and now we want to have this richer, better awareness of keyword buckets.
What are those topical things that people are looking for in your particular space? What are the entities, the people, places, or things that people are investigating in your space, and how can you better organize your website to provide some of those answers and those structures around those different pieces? That's incredibly important, and I look forward to seeing where this goes in 2020.
Featured snippets are not going anywhere. They are here to stay. The best way to do this is to find the keywords that you currently rank on page 1 for that also have a featured snippet box. These are your opportunities. If you're on page 1, you're way more apt to potentially steal or rank for a featured snippet.
One of the best ways to do that is to provide really succinct, beautiful, easy-to-understand summaries, takeaways, etc., kind of mimic what other people are doing, but obviously don't copy or steal any of that. Really fun space to explore and get better at in 2020.
We see Google putting more authority behind visuals, whether it be in search or you name it. It is incredibly valuable for your SEO, whether it be unique images or video content that is organized in a structured way, where Google can provide those sections in that video search result. You can do all sorts of really neat things with visuals.
This is good anyway, and we should have been doing this before. Gary Illyes was quoted as saying, "Comments are better for on-site engagement than social signals." I will let you interpret that how you will.
But I think it goes to show that engagement and creating this community is still going to be incredibly important moving forward into the future.
This is so important, and it will help you excel even more in 2020 if you find your top-performing web pages and you repurpose them into maybe be a SlideShare, maybe a YouTube video, maybe various pins on Pinterest, or answers on Quora.
You can start to refurbish your content and expand your reach online, which is really exciting. In addition to that, it's also interesting to play around with the idea of providing people options to consume your content. Even with this Whiteboard Friday, we could have an audio version that people could just listen to if they were on their commute. We have the transcription. Provide options for people to consume your content.
This has been incredibly powerful for myself and many other SEOs I know in improving the perceived quality of a site. So consider testing and meta no-indexing low-quality, thin pages on a website. Especially larger websites, we see a pretty big impact there.
This will continue to be valuable in understanding your target market. It will be valuable for influencer marketing for all sorts of reasons. One of the incredible tools that are currently available by our Whiteboard Friday extraordinaire, Rand Fishkin, is SparkToro. So you guys have to check that out when it gets released soon. Super exciting.
It's shocking how few people do this and how accessible it is. If you go into your Google Search Console and you export as much data as you can around your queries, your click-through rate, your position, and impressions, you can do some incredible, simple visualizations to find opportunities.
For example, if this is the rank of your keywords and this is the click-through rate, where do you have high click-through rate but low ranking position? What are those opportunity keywords? Incredibly valuable. You can do this in all sorts of tools. One I recommend, and I will create a little tutorial for, is a free tool called Facets, made by Google for machine learning. It makes it really easy to just pick those apart.
A couple quick link building tactics for 2020 that will continue to hopefully work very, very well. What I mean by link-intent keywords is your keyword statistics, your keyword facts.
These are searches people naturally want to reference. They want to link to it. They want to cite it in a presentation. If you can build really great content around those link-intent keywords, you can do incredibly well and naturally build links to a website.
Whether you're a guest or a host on a podcast, it's incredibly easy to get links. It's kind of a fun link building hack.
Andy Crestodina does this so incredibly well. So explore creating your own unique research and not making it too commercial but valuable for users. I know this was a lot.
در آخرم با آرزوی اینکه براتون مفید بوده باشه ازتون میخوام نظراتتون رو برام به ایمیل afshinkhososi@gmail.com بفرستید.
ارادتمند شما: افشین خصوصی
