初创网站搜索引擎优化终极清单

作者：守夜人首席执行官 Aljaz Fajmut

2018 年创办小企业与 1998 年相比有很大不同。需要覆盖的领域越来越多，其中最大的一个就是搜索引擎优化。

SEO makes your startup’s website more visible on Google, and it also improves its usability. The end game is that more people find you, and more people stick around to use your products.

However, we get it — SEO is hard. That’s why you focus on creating great products and services, while we deliver you the ultimate SEO checklist for your website to make your life so much easier on this front.

Let’s take a look at what you need to check off!

1.为搜索引擎优化设置 Google Analytics 账户

All your initial SEO efforts will be in vain if you don’t monitor them. To keep on top of your SEO strategy so that you can see what’s working and what isn’t, setup a Google Analytics account before doing anything else.

It’s also good practice to sign up for an SEO tool that integrates with Google Analytics, such as Nightwatch, to enhance your SEO efforts.

2. Perform keyword research

Keywords are one of the fundamentals of SEO. If you’ve built a great website but haven’t yet made a list of keywords so that your drive the right traffic, now is the time to do that.

最好的办法是首先编制一份您想写的主题清单，然后编制一份可能的关键词清单。通过关键词研究工具（谷歌关键词规划工具完全免费）运行这些关键词，并检查搜索量。

Ideally, you want to target keywords that have a healthy search volume but one that isn’t too competitive. 10,000–100,000 searches per month is a good ballpark to be looking at.

Once you’ve got your list of keywords, start adding them to your URLs, your title tags, your meta tags — and your content.

A thing to note about keyword research is that it’s an ongoing process. The nature of your audiences queries will change, and as such you need to keep monitoring things to keep up.

不仅如此，随着您的业务增长以及产品和服务的变化，您的关键字策略也会发生变化。此外，还可以考虑使用谷歌搜索技术，从搜索引擎结果页面中收集相关关键字数据。

3. Create an XML sitemap

任何运营网站的人都应该创建一个 XML 网站地图，因为它可以帮助 Google 更好地了解网站结构。反过来，谷歌也会更容易找到您希望被索引的任何页面。

4.制定内容营销战略

内容是谷歌排名的一个重要因素。内容越新鲜，网页被收录的次数就越多。

Google 还优先考虑高价值内容，即通过深入的博客文章回答客户疑问的内容。要想知道您的利基市场上有哪些问题，可以使用公众问答等工具，它还可以帮助您提出新内容的创意，或者聘请内容营销机构帮助您制定策略！

As well as focusing on value, remember to add relevant keywords to your content so that the right people find it. Good SEO practice is to add a main keyword to your first sentence, before including it in 2–3 sub-headers, as well as 3–4 more times throughout the text.

When adding keywords to your content, make sure the inclusion of a keyword doesn’t look forced. It has to look like a natural part of the text.

5. Test site speed

Site speed is all about usability. If your website takes too long to load, site visitors will bail, with Neil Patel finding that 40% of us exit a website if it’s still not up and running after 3 seconds.

And when impatient site visitors bail too fast, your bounce rate goes up — and that can harm your position in the SERPs.

通过网站速度检查器运行您的网站，比如这个来自 Google 的免费检查器。在手机和台式机上进行测试。如果您的网站加载时间过长，可能的原因包括

• 图片过大
• 视频太多。如果您必须在网站上加入视频、 通过第三方托管
• Compression isn’t enabled. If you enable compression on your server, you can speed up your website
• Low quality hosting. One of the biggest culprits to slow site speed is the fact that people are running their sites on low quality hosting. Of course, the solution to this is make sure that you invest in quality web hosting. That will make a massive difference and ensure that your site is running at top speed at all times.

6.测试移动设备的就绪程度

We’re quite sure that you already know how much time we as a collective spend browsing websites on our mobile devices. It’s a lot of time. But have you remembered to optimize your website for mobile devices?

This is key for SEO. Run your website through Google’s mobile-friendly test, and then check to see how well your website works on your mobile device. If it looks messy, it’s time to make a few changes.

7. Launch a link building campaign

Once you’ve compiled a list of keywords, covered the technical aspects of your website’s SEO and started a content marketing campaign, it’s time to launch a link building campaign.

Backlinks are incoming links from another website to yours. Why do they matter? The more incoming links you have, the more “link juice” you receive, and the higher you rank.

不仅如此，当你的利基市场中的权威网站链接到你时，你的网站和初创公司就会被更多人看到。 Also, by utilizing a competitor backlink checker, you can identify and leverage authoritative sites linking to your competitors, effectively expanding your startup’s online visibility.

When it comes to securing links, it’s important to chase high-quality links only. These are links that are coming from a reputable, high-traffic website that’s related to your niche. An SEO tool with a backlink tracker will help you monitor your incoming links so that you avoid poor quality, spammy links that can harm your position in the SERPs.

To launch an effective link building campaign, come up with a few ideas for blog posts related to niche and pitch them to high-traffic blogs in your niche. If a blog accepts, write the post and include 1–2 links to your website.

8. Optimize images

Optimized images work in your favor. Add a keyword to all your image’s file names to make them more visible on Google.

For example, let’s say I’ve used an image of a BMW on my website. I’ll change its file name to this:

“2016 Black BMW 4 Series Saloon.”

9.优化元描述

If your website is already up and running and you haven’t yet worked on your meta descriptions, you will need to go back and take a look at them.

Thankfully, you don’t need to spend a thankless amount of time creating new meta descriptions for each page, because sometimes it’s okay to leave your meta descriptions in the capable hands of Google’s automated snippet.

但是，您仍然需要对所有元描述进行检查，因为您希望避免 重复内容。

从头开始创建元描述时，请将字数限制在 160 个字以内，并包含您的主要关键词。元描述的全部意义在于让谷歌和互联网用户知道你的页面是关于什么的，因此你需要让它清晰而引人注目。考虑在适当的页面加入 CTA，以鼓励更多点击。

10. Add external links

除了从网站上寻找链接外，您还需要链接到其他相关网站。

确保您链接的任何网站都与链接本身相关，并注意在锚点测试中使用的语言。它必须与页面和/或内容相关，这样 Google 才能看到其中的关系。

The more links you have coming in and out to relevant and authoritative websites, the more Google can see that you are part of the “Google family.”

Plus, you’ll also have more link juice.

11.查找不良重定向

A 302 is a bad redirect. It’s temporary, and it’s usually used for a time-specific promotion, or site maintenance. The SEO value of a redirected page isn’t passed to a new destination, and you need to replace all of these with 301 redirects.

这里有一个资源，可以帮助您在 WordPress上实现这一功能。

12. Find crawl problems, errors, and broken links

This one is important for small websites, but it’s especially important for larger ones.

All of these things make it really hard for Google to not only find your pages, but also to index them and — more importantly — drive traffic to them.

13.避免内容重复

Google 会惩罚重复内容，这确实会损害您在 SERP 中的排名。

Duplicate content is any block of content that is the exact same as another block of content on your website — or pretty similar.

It’s not always easy to track down duplicate content, because it can literally be anywhere — from your blog posts to your urls. It’s a good idea to use a tool like Siteliner to help you.

这是初创网站的终极搜索引擎优化清单。在对网站进行最后润色时，请不断参考它，但请记住，搜索引擎优化是一个永无止境的过程。请监督您的所有工作，并随时做出必要的调整。

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