of making improvements on and off your website

在你的網站上和網站外進行改進

in order to gain more exposure in search engine results.

以便在搜索引擎結果中獲得更多曝光。

And that means more visitors finding you

而這意味著有更多的訪問者找到你

for the right reasons.

為正確的理由。

But before we begin, let's take a step back

但在我們開始之前，讓我們先回顧一下

and understand the goals of the search engines themselves.

並瞭解搜索引擎本身的目標。

Search engines are really

搜索引擎確實是

just trying to find and understand

只是想找到並理解

all the content out there on the internet,

互聯網上的所有內容。

and then quickly deliver relevant

然後迅速提供相關的

and authoritative content

和權威的內容

that is ultimately useful to their users.

最終對他們的用戶有用。

First, let's talk about relevance.

首先，讓我們談一談相關性。

When a user searches on something like "California travel"

當用戶搜索類似 "加州旅遊 "的內容時

search engines will analyze

搜索引擎會分析

all the webpages they've ever visited

他們曾經訪問過的所有網頁

and pick out the pages that they believe

並挑選出他們認為的頁面

are the most relevant to the term "California travel".

是與 "加州旅遊 "一詞最相關的。

They determine this by evaluating web content

他們通過評估網絡內容來確定這一點

around lots of different factors,

圍繞許多不同的因素。

including how that content is written,

包括這些內容是如何寫的。

how it's implemented in code,

它是如何在代碼中實現的。

and how other websites around the internet

以及互聯網周圍的其他網站如何

are linking to it.

正在鏈接到它。

All this information is then stuffed

然後，所有這些資訊都被塞進

into a very big, very complex,

變成一個非常大、非常複雜的。

and very proprietary index.

和非常專有的指數。

Then in just a fraction of a second,

然後在短短的幾秒鐘內。

the search engine is able to use

搜索引擎能夠使用

its complex algorithms to rank and return

其複雜的算法來排名和返回

all of those webpages right back to the user.

所有這些網頁都會直接返回給用戶。

And search engines make a very clear distinction

而搜索引擎對其進行了非常明確的區分

between content that's about "California travel"

關於 "加州旅遊 "的內容之間的關係

versus content relevant to other phrases

與與其他短語相關的內容

like "California resorts"

如 "加利福尼亞的度假村"

or something like beach getaway.

或類似於海灘度假的東西。

Search engines are able to understand quite a bit

搜索引擎能夠理解相當多的內容

about semantic and thematic connections

關於語義和主題的聯繫

between words and concepts.

詞語和概念之間。

Let's take another example of search query, dog crates.

讓我們再舉一個搜索查詢的例子，狗籠子。

Obviously, a search engine knows

很明顯，搜索引擎知道

that pages selling dog crates

販賣狗籠子的網頁

are extremely relevant to that search query.

是與該搜索查詢極其相關的。

But it's also figured out

但它也想出了

that websites about pet carriers are very relevant too,

關於寵物車的網站也很有意義。

and it knows their website

而且它知道他們的網站

promoting things like pet food or dog toys

推銷寵物食品或狗玩具等東西

might also be relevant to the search query,

也可能與搜索查詢相關。

just to a lesser extent.

只是在較小的程度上。

Next, let's talk about authority.

接下來，讓我們談一談權威。

Basically, this means that out there

基本上，這意味著，在那裡

on the largely lawless worldwide web

在大體上無法無天的全球網絡上

where anyone can post anything,

任何人都可以在那裡發佈任何資訊。

can your content be trusted

你的內容是否值得信任

so that the search engines

以便讓搜索引擎

would want to show it to their users?

會想把它展示給他們的用戶嗎？

One very common way

一種非常常見的方式

that search engines determine authority

搜索引擎確定權威性

is by evaluating what other websites have to say

是通過評估其他網站的說法

about a piece of content.

關於一塊內容。

This can be measured through links

這可以通過鏈接來衡量

pointing to that content around the web,

指向網絡上的這些內容。

references, reviews, and more.

參考資料、評論和更多。

You can think of links as a vote on the internet.

你可以把鏈接看作是互聯網上的投票。

A webpage linking to your website

一個鏈接到你的網站的網頁

is just like saying,

就像說。

"Hey, I trust your content enough

"嘿，我足夠信任你的內容

that I'm willing to reference your page

我願意參考你的網頁

and even send my traffic to your site."

甚至將我的流量發送到你的網站。"

This vote of trust is found and stored by search engines

這種信任的投票被搜索引擎發現並儲存起來

as they they crawl and index

因為它們的爬行和索引

all the pages of the internet.

互聯網的所有頁面。

But it's important to know

但重要的是要知道

that this isn't just a popularity contest.

這不僅僅是一場人氣競賽。

Search engines place an emphasis

搜索引擎強調

on the quality and relevance of a link.

對一個鏈接的品質和相關性。

For example, a search engine

例如，一個搜索引擎

is more likely to trust a link

更有可能相信一個鏈接

if it comes from a well respected

如果它來自一個備受尊敬的

or industry related site,

或行業相關網站。

like an industry leading blog

像一個行業領先的博客

or nonprofit or government agency

或非營利組織或政府機構

involved in your field of work.

參與你的工作領域。

If you were the owner of a California travel website,

如果你是一個加州旅遊網站的老闆。

you might have links from travel review sites

你可能有來自旅遊評論網站的鏈接

or local chambers of commerce

或當地商會

or things like local travel bureaus.

或像當地旅遊局這樣的東西。

All of that is pretty relevant.

所有這些都是相當相關的。

But a link coming from a sketchy domain

但是，一個來自可疑域名的鏈接

that has nothing to do with you

這與你無關

right next to some text that says,

就在一些文字的旁邊，寫著。

"I'll link to anything you want for five bucks,"

"我可以用五塊錢鏈接到你想要的任何東西。"

isn't going to be worth much.

是不會有什麼價值的。

So you might think of this whole system

所以你可能會認為這整個系統

as a weighted democracy

作為一個加權的民主國家

where some votes are worth more than others.

在這裡，有些票比其他票更有價值。

Understanding how important

認識到這一點有多重要

both relevance and authority are to a search engine

相關性和權威性對搜索引擎來說都是重要的。

will help you to ultimately improve these factors,

將幫助你最終改善這些因素。

leading to better search engine exposure

導致更好的搜索引擎曝光

and more visits to your own content.

和更多訪問你自己的內容。

(upbeat music)

(歡快的音樂)