鏈接建設初學者指南：鏈接建設指標

There are various metrics associated with links that you should be aware of. These metrics can help you judge the value of a potential link, helping you assess whether it’s worth pursuing and how many resources you should put into acquiring it. Knowing these kinds of metrics is also useful when you’re doing link profile analysis (a holistic report of the number and types of links on a website), whether on a competitor's website or your own.您應該了解與鏈接相關的各種指標。這些指標可以幫助您判斷潛在鏈接的價值，幫助您評估它是否值得追求以及您應該投入多少資源來獲取它。無論是在競爭對手的網站上還是在您自己的網站上進行鏈接配置文件分析（網站上鏈接的數量和類型的整體報告）時，了解這些類型的指標也很有用。

It’s also important to understand how different link attributes can affect how valuable the link is when it comes to organic search rankings. Measuring the impact of link building can be tricky, but understanding these elements will help you with this process.了解不同的鏈接屬性如何影響鏈接在自然搜索排名方面的價值也很重要。衡量鏈接構建的影響可能很棘手，但了解這些元素將有助于您完成此過程。

Domain Authority域

One of the easiest ways to understand how strong a domain is, especially relative to other domains, is to use?Domain Authority.了解域的強度（尤其是相對于其他域）的最簡單方法之一是使用Domain Authority。

Domain Authority is calculated by Moz and runs on a scale of 0-100, with 100 being the highest. It uses a number of signals taken from the Moz crawler and tries to predict how well a domain will perform in search results. It is useful when trying to get a rough idea of how strong a particular domain may be.域權限由 Moz 計算并以 0-100 的范圍運行，其中 100 為最高。它使用從 Moz 爬蟲獲取的大量信號，并嘗試預測域在搜索結果中的表現。當試圖粗略了解特定域的強度時，它很有用。

Page Authority頁面

There will be occasions when you have the opportunity to get a link from a page that already exists on a website, as opposed to a new page that is created for a blog post or news item. An example could be an existing list of some kind to which your link gets added — perhaps your coffee shop is added to a page with a list of the best espresso in Seattle.有時您有機會從網站上已有的頁面獲取鏈接，而不是為博客文章或新聞項目創建的新頁面。一個例子可能是你的鏈接被添加到的某種現有列表——也許你的咖啡店被添加到一個頁面，其中包含西雅圖最好的濃縮咖啡列表。

In cases like this, you should assess the strength of the page so that you know how worthwhile the link is to you before you put too much effort into acquiring it. One way to do this is to use?Page Authority.在這種情況下，您應該評估頁面的強度，以便在您付出太多努力獲取鏈接之前，您知道該鏈接對您有多大價值。一種方法是使用Page Authority。

Page Authority is another Moz metric that is very similar to Domain Authority, except that it only applies to a single page rather than an entire domain.頁面權限是另一個與域權限非常相似的 Moz 指標，除了它僅適用于單個頁面而不是整個域。

The higher the Page Authority of the page you want a link from, the more likely it is to help you with your SEO efforts.您想要鏈接的頁面的頁面權限越高，它就越有可能幫助您進行 SEO 工作。

AOIFE O'CONNOR, AIRA

"With link building campaigns, links and the Domain Authority of linking sites are frequently used as KPIs to indicate 'success,' but when you look at the value and measurement of a campaign, we can go beyond this too.“對于鏈接建設活動，鏈接和鏈接網站的域權限經常被用作 KPI 來表明‘成功’，但是當您查看活動的價值和衡量標準時，我們也可以超越這一點。
Link building campaigns can have a real, measurable impact on a client’s business goals - by looking at Google Analytics we can also see how much traffic a campaign drives into the site or a specific page. We can also break down links themselves to further refine what we mean by 'success' — for example, is the link from syndicated coverage? Is this the first time the domain has linked to your site?鏈接建設活動可以有對客戶業務目標的真實、可衡量的影響 - 通過查看 Google Analytics，我們還可以了解活動為網站或特定頁面帶來了多少流量。我們還可以自行分解鏈接以進一步完善我們所說的“成功” ' - 例如，鏈接是否來自聯合報道？這是該域第一次鏈接到您的網站嗎？

Looking at all of these factors can help you drill down and further refine what success really looks like for your client and campaigns — no two sites are the same, so your definitions of success will reflect this too."查看所有這些因素可以幫助您深入了解并進一步完善您的客戶和活動的真正成功面貌——沒有兩個網站是相同的，因此您對成功的定義也將反映這一點。”

PageRank網頁排名

We talked about PageRank earlier in this guide and how it helped Google to serve more relevant results to users. Here, we’ll talk a bit more about how it actually works.我們在本指南前面討論了 PageRank 以及它如何幫助 Google 為用戶提供更相關的結果。在這里，我們將更多地討論它的實際工作原理。

PageRank is calculated by Google and based on the number and quality of links pointing to a web page. It runs on a scale from 0–1, with 1 being the highest. Google assigns a PageRank score to every page that they index and rank in their search results. It’s ever-changing and updated in real time.PageRank 由 Google 計算，基于指向網頁的鏈接的數量和質量。它在 0 到 1 的范圍內運行，其中 1 是最高的。谷歌為其在搜索結果中編入索引和排名的每個頁面分配一個 PageRank 分數。它是不斷變化和實時更新的。

We used to be able to get a rough idea of what the PageRank was for a particular page by using the Google Toolbar. However, Google?stopped updating?this back in 2016, which means that we can no longer use it as a metric to measure how powerful a link may be.過去，我們可以通過使用 Google 工具欄粗略了解特定頁面的 PageRank。然而，谷歌在 2016 年停止更新它，這意味著我們不能再使用它作為衡量鏈接有多強大的指標。

Despite this, PageRank is still used internally by Google and appears to still play a big part in their search algorithm. It has no doubt evolved a lot over the years, but you can read about the earlier version?here.盡管如此，PageRank 仍在 Google 內部使用，并且似乎仍然在他們的搜索算法中發揮著重要作用。多年來，它無疑已經發展了很多，但您可以在此處閱讀早期版本。

Anchor text錨文本

We've already covered the meaning of anchor text; now let's consider what it means as a way of assessing the impact of links for SEOs.我們已經介紹了錨文本的含義；現在讓我們考慮一下它作為一種評估鏈接對 SEO 的影響的方式意味著什么。

Anchor text can give Google an indication of the subject matter of the page being linked to. So if I linked to a page using the words "fitness routine," then it’s likely that the page being linked contains information about fitness routines. Google can then use this information as part of its ranking algorithms. In this case, they may decide that the page being linked to should rank higher for the keyword "fitness routine" and close variations. John Mueller confirmed that they can use anchor text in this way during?this SEO office hours video.錨文本可以讓 Google 了解所鏈接頁面的主題。因此，如果我使用“健身計劃”一詞鏈接到一個頁面，那么被鏈接的頁面很可能包含有關健身計劃的信息。然后，Google 可以將此信息用作其排名算法的一部分。在這種情況下，他們可能會決定鏈接到的頁面應該在關鍵字“健身程序”和緊密變體中排名更高。John Mueller 證實他們可以在這個 SEO 辦公時間視頻中以這種方式使用錨文本。

For many years, having a lot of links pointing to your website that contained your keyword as the anchor text was a very good way of helping you rank well for that keyword. While this is still the case to some extent, it does appear that the strength of anchor text as a signal is diminishing slightly. This is most likely because of the over-optimization of anchor text by SEOs, and Google's readiness to penalize such websites through the Penguin update.多年來，將大量鏈接指向包含您的關鍵字作為錨文本的網站是幫助您對該關鍵字進行良好排名的一種非常好的方式。雖然在某種程度上仍然如此，但錨文本作為信號的強度似乎確實在略微減弱。這很可能是因為 SEO 對錨文本的過度優化，以及谷歌準備通過企鵝更新來懲罰這些網站。

Due to the changing nature of the perception and use of anchor text, it’s probably best to be cautious when building links. Try not to build too many links that have the exact same anchor text in them, particularly if the links are not of the highest quality, such as links that are from low-quality domains, non-editorial sitewide links, or links that have too much anchor text. You should try to make your link profile look as natural as possible, which often means getting links that use your brand or company name as the anchor text.由于對錨文本的感知和使用的性質不斷變化，因此在構建鏈接時最好保持謹慎。盡量不要構建太多包含完全相同錨文本的鏈接，特別是如果鏈接不是最高質量的，例如來自低質量域的鏈接、非編輯性站點范圍的鏈接，或包含太很多錨文本。您應該嘗試使您的鏈接配置文件看起來盡可能自然，這通常意味著獲取使用您的品牌或公司名稱作為錨文本的鏈接。

Number of links鏈接數

When link building, you’ll obviously want to keep track of how many links you’ve built. You’ll also want to check into how your website compares to your competitors' sites, to see how far (or how far ahead!) you’ve gotten.在建立鏈接時，您顯然希望跟蹤已建立的鏈接數量。您還需要查看您的網站與競爭對手網站的對比情況，以了解您已經取得了多遠（或多遠！）。

As we've discussed in previous chapters and?seen in surveys, the raw number of links pointing to your website is seen as a strong ranking signal. However, you do need to remember that the quality is equally, if not more important than the number.正如我們在前幾章和調查中所討論的那樣，指向您網站的原始鏈接數量被視為一個強大的排名信號。但是，您確實需要記住，質量同樣重要，甚至比數量更重要。

As a metric, number of links can be useful to us in two main ways:作為一個指標，鏈接數量可以通過兩種主要方式對我們有用：

1. Measuring progress / success of a link building campaign衡量鏈接建設活動的進度/成功

2. For running comparisons between your website and competitors' sites用于在您的網站和競爭對手的網站之間進行比較

Both of these uses still need to factor in quality of links in order to be helpful to us. When we compare our number of links to a competitor's number, it can sometimes show gaps that may explain ranking differences. If you're trying to rank for the keyword "wooden tables" and the websites on the first page of results all have over 1,000 links, that gives you a solid sense for the competitiveness of that niche and the kind of attention you need to earn in order to rank among those results.這兩種用途仍然需要考慮鏈接的質量，以便對我們有所幫助。當我們將我們的鏈接數量與競爭對手的數量進行比較時，有時會出現可以解釋排名差異的差距。如果您嘗試對關鍵字“木桌”進行排名，并且結果第一頁上的網站都有超過 1,000 個鏈接，那么您就可以清楚地了解該細分市場的競爭力以及您需要獲得的關注度以便在這些結果中排名。

JAMES WIRTH, CITATION LABS

"Measuring link building success is one of the most challenging aspects of a campaign for myriad reasons.“出于無數原因，衡量鏈接建設成功率是活動中最具挑戰性的方面之一。
It’s also one of the most effective ways to retain clients.這也是留住客戶的最有效方法之一。
There are a number of ways to track the performance of a link-building campaign; which methods are chosen largely depends on the tactics deployed."有多種方法可以跟蹤鏈接建設活動的表現；哪些方法選擇在很大程度上取決于部署的策略。”

Linking root domains鏈接根域

Not to be confused with the raw number of links, linking root domains is an even more powerful ranking signal to Google. When we say linking root domains, we mean the number of distinct domains that link to us, not the raw number of links.不要與鏈接的原始數量混淆，鏈接根域對谷歌來說是一個更強大的排名信號。當我們說鏈接根域時，我們指的是鏈接到我們的不同域的數量，而不是鏈接的原始數量。

You can see the difference between linking root domains and total inbound links in?Link Explorer:您可以在鏈接資源管理器中看到鏈接根域和總入站鏈接之間的區別：

For example, if CNN linked to you from five different news stories, that would be counted as five links, but only one linking root domain, since all five links came from cnn.com.例如，如果 CNN 從五個不同的新聞報道鏈接到您，那么這將被視為五個鏈接，但只有一個鏈接根域，因為所有五個鏈接都來自 cnn.com。

If the BBC linked to you from one news story, that would be one link and one linking root domain.如果 BBC 從一個新聞報道鏈接到您，那將是一個鏈接和一個鏈接根域。

The number of linking root domains is a stronger signal than the raw number of links because it is a better indication of the true popularity of a website. If we go back to how Google thinks of links as "votes," then in this sense each website has only one vote to give you. No matter how many times they link to you, they still only count as one vote. This isn’t necessarily a bad thing, but there may be a point of diminishing returns when getting links from the same domain over and over.鏈接根域的數量是比原始鏈接數量更強的信號，因為它可以更好地表明網站的真實受歡迎程度。如果我們回到谷歌如何將鏈接視為“投票”，那么從這個意義上說，每個網站只有一票可以給你。不管他們鏈接到你多少次，他們仍然只算作一票。這不一定是件壞事，但是當一遍又一遍地從同一域獲取鏈接時，可能會出現收益遞減的情況。

Multiple links from the same domain can be the result of a number of things. Linking from multiple content pages is one way, but the most common ways are by what we call sitewide links. A sitewide link is a link that is placed in some kind of templated element of the website, such as the header, footer, or sidebar. The most common example is a "blogroll" link, as a blogroll is generally on every page of the website.來自同一域的多個鏈接可能是多種因素的結果。從多個內容頁面鏈接是一種方式，但最常見的方式是我們所謂的全站鏈接。全站鏈接是放置在網站某種模板元素中的鏈接，例如頁眉、頁腳或側邊欄。最常見的示例是“blogroll”鏈接，因為 blogroll 通常位于網站的每個頁面上。

In general, these types of links are not as valuable as in-content links from just a few pages. Sitewide links can sometimes be spammy, paid for, and not editorially given in the sense that Google would like. Therefore, you should treat them with caution, only get them from high-quality websites, and don't be too aggressive with your anchor text.一般來說，這些類型的鏈接不如來自幾個頁面的內容內鏈接有價值。站點范圍內的鏈接有時可能是垃圾郵件、付費鏈接，而不是 Google 想要的那種意義上的編輯。因此，您應該謹慎對待它們，只從高質量的網站獲取它們，并且不要對您的錨文本過于激進。

Relevance of the linking page鏈接頁面的相關性

There has always been some debate as to whether relevance is a strong signal used by Google to calculate the value of a link. Logic tells us that it should be, because it’s natural for relevant websites to link to each other. However, what if you get a link from the homepage of the BBC to your website about coffee? You wouldn't reject it just because the BBC website isn't about coffee.關于相關性是否是谷歌用來計算鏈接價值的強信號，一直存在一些爭論。邏輯告訴我們應該如此，因為相關網站相互鏈接是很自然的。但是，如果您從 BBC 的主頁獲得一個鏈接到您的關于咖啡的網站怎么辦？您不會因為 BBC 網站與咖啡無關而拒絕它。

If we look beyond link building for a moment though, you still want to bring targeted traffic to your website so that you can try to convert visitors into customers. For this reason alone, you should be trying to place links on websites where potential customers may visit. This means that the value of the link goes far beyond SEO and can become a source of direct income.如果我們暫時超越鏈接構建，您仍然希望為您的網站帶來有針對性的流量，以便您可以嘗試將訪問者轉化為客戶。僅出于這個原因，您就應該嘗試在潛在客戶可能訪問的網站上放置鏈接。這意味著鏈接的價值遠遠超出了SEO，可以成為直接收入的來源。

As discussed in the anchor text section above, there are some indications that Google is moving away from anchor text as a strong signal and, instead, could be using analysis of an entire page to attribute relevance to the link. If this proves to be the case, then getting links from relevant pages could become a strong ranking signal.正如上面錨文本部分所討論的那樣，有一些跡象表明，谷歌正在將錨文本作為一個強烈的信號，轉而使用對整個頁面的分析來確定鏈接的相關性。如果事實證明確實如此，那么從相關頁面獲取鏈接可能會成為一個強大的排名信號。

Right now, best practice should be to focus on quality to make sure you're being passed link equity and on relevance in the sense that you want to attract the right kind of traffic.現在，最佳實踐應該是關注質量以確保您通過鏈接公平性和相關性，因為您希望吸引正確類型的流量。

Position of links on the page鏈接在頁面上的位置

Imagine you live in Seattle and you have a blog about coffee. You're going to share a link with your readers to the website of a local coffee shop that serves the most amazing fresh coffee ever. Where would you place this link on the page?想象一下你住在西雅圖，你有一個關于咖啡的博客。您將與您的讀者共享一個鏈接，該鏈接指向一家供應有史以來最美味的新鮮咖啡的當地咖啡店的網站。你會把這個鏈接放在頁面上的什么位置？

If you really wanted your readers to see it, you'd position it somewhere obvious. Probably in the main body of the page, probably near the top of the page, and probably within some content that explains how amazing the coffee shop is.如果你真的想讓你的讀者看到它，你會把它放在明顯的地方。可能在頁面的主體中，可能在頁面頂部附近，并且可能在一些解釋咖啡店有多棒的內容中。

You probably wouldn't place the link in the footer, right? Many users may not scroll down the page that far, and even if they do, they wouldn't expect to find useful links in that section.您可能不會將鏈接放在頁腳中，對嗎？許多用戶可能不會向下滾動頁面那么遠，即使他們這樣做了，他們也不希望在該部分找到有用的鏈接。

Google is able to work out the position of a link on a page, and from this could choose to value it differently. If the link is in the footer of a page, then Google could reduce the value of that link because they assume it isn't a great link for users (otherwise, it wouldn't be hidden away in the footer).谷歌能夠計算出鏈接在頁面上的位置，并從中選擇不同的價值。如果鏈接位于頁面的頁腳中，那么 Google 可以降低該鏈接的價值，因為他們認為它對用戶來說不是一個很好的鏈接（否則，它不會隱藏在頁腳中）。

Google can also use the position of links on a page in aggregate. For example, they could see if 50% of all the links pointing to your website are in some kind of footer. This could indicate low-quality link building, and Google may decide to take a closer look.Google 還可以匯總使用頁面上鏈接的位置。例如，他們可以查看指向您網站的所有鏈接中是否有 50% 位于某種頁腳中。這可能表明鏈接建設質量低，谷歌可能會決定仔細研究。

Another example could be if Google finds that 50% of the links pointing to your website are from sidebars. Again, on its own, this may be legitimate, but it could also be a signal to Google that you're buying links. Many link brokers will place links in the sidebar of pages as opposed to within the content.另一個例子可能是，如果 Google 發現指向您網站的鏈接中有 50% 來自側邊欄。同樣，就其本身而言，這可能是合法的，但它也可能向 Google 發出您正在購買鏈接的信號。許多鏈接經紀人會將鏈接放在頁面的側邊欄中，而不是放在內容中。

Because of this ability, you should make sure that you are getting links from websites which are happy to link from within content wherever possible. There is nothing wrong with the odd sidebar link, but too many of them does not signal a good link profile.由于這種能力，您應該確保您從那些樂于從內容中鏈接的網站獲得鏈接。奇怪的側邊欄鏈接沒有任何問題，但它們中的太多并不能表示良好的鏈接配置文件。

Conclusion結論

You made it! That was The Beginner's Guide to Link Building!你做到了！那是鏈接建設的初學者指南！

I hope that you’ve enjoyed learning more about link building and now feel that you’re in a position to approach link building in an effective and efficient way.我希望您喜歡了解更多關于鏈接構建的知識，并且現在覺得您能夠以有效和高效的方式進行鏈接構建。

To conclude, I’d encourage you to really think about the long-term benefits of link building (and SEO generally) throughout your work and avoid the temptation to take short-cuts. I’d also encourage you to really think hard about how you make the websites that you work on link-worthy and able to attract links that you didn’t ask for. Investing time into this now will help you massively long-term and set your website up for success at a time when the online world is only going to become more competitive. Google is also clear in that they only want to reward websites that truly deserve to rank well in their search results.總而言之，我鼓勵您在整個工作中真正考慮鏈接構建（以及通常的 SEO）的長期利益，并避免走捷徑的誘惑。我還鼓勵您認真思考如何使您工作的網站具有鏈接價值，并能夠吸引您不需要的鏈接。現在投入時間將幫助您獲得長期的巨大幫助，并使您的網站在網絡世界競爭日益激烈的時候取得成功。谷歌也很清楚，他們只想獎勵真正值得在搜索結果中排名靠前的網站。

Skate to where the puck will be.滑到冰球所在的位置。

翻譯來源：moz