16. Over-Optimization: Titles, URLs, Stuffing, and Links過度優化：標題、URL、填充和鏈接
As SEOs, we like to get "perfect" scores. We like to optimize everything. It's even in our title!作為 SEO，我們喜歡獲得“完美”的分數。我們喜歡優化一切。甚至在我們的標題中！
But for newer sites, and sites without a lot of authority,?over-optimization?can be a real drag.?但是對于較新的站點和沒有很多權限的站點，過度優化可能是真正的拖累。
What exactly is over-optimization?究竟什么是過度優化？
In short, over-optimization means a lack of?diversification?in your SEO elements. For example, if your target keyword is "best plumber Seattle", over-optimization might look like:簡而言之，過度優化意味著您的 SEO 元素缺乏多樣化。例如，如果您的目標關鍵字是“西雅圖最佳水管工”，則過度優化可能如下所示：
Your title tag is "best plumber Seattle"您的標題標簽是“西雅圖最佳水管工”
Your url?https://best-plumber-seattle.c...您的網址https://best-plumber-seattle.c...
Your H1 is "best plumber Seattle"?你的 H1 是“西雅圖最好的水管工”
You include the phrase "best plumber Seattle" 20-25 times on the page?您在頁面上包含“西雅圖最佳水管工”一詞 20-25 次
Most of your internal links (and external too) use "best plumber Seattle" as anchor text?您的大部分內部鏈接（以及外部鏈接）都使用“西雅圖最佳水管工”作為錨文本
On the web, over-optimization like this doesn't appear naturally, unless an SEO deliberately puts it there. As this can influence rankings, Google typically takes steps to demote pages with over-optimized keywords.在網絡上，像這樣的過度優化不會自然出現，除非 SEO 故意將其放在那里。由于這會影響排名，因此谷歌通常會采取措施降低關鍵字過度優化的頁面。
In short, don't over-optimize,?diversify?instead.簡而言之，不要過度優化，而要多樣化。
17. Internal Links, Relevance, & User Engagement內部鏈接、相關性和用戶參與度
Here’s the special secret of this SEO checklist: Now that you've made a single page to rank,?now you're going to make several more.?這是這個 SEO 清單的特殊秘密：現在您已經制作了一個頁面進行排名，現在您將制作更多.
This is the SEO magic that makes this process work. In truth, it's incredibly difficult to rank a single page by itself for a handful of keywords - especially if there's any competition at all.?這是使這個過程起作用的 SEO 魔法。事實上，單獨為少數幾個關鍵字對單個頁面進行排名是非常困難的——尤其是在存在任何競爭的情況下。
On the other hand, when you create several pages around a?central theme, or even an entire site around that theme, the job becomes?exponentially easier.?另一方面，當您圍繞一個中心主題創建多個頁面，甚至圍繞該主題創建整個站點時，工作會變得更加容易。
By creating multiple pages that address related (but different) aspects of your topic, you create a web of topical relevance that allows you to:通過創建處理主題相關（但不同）方面的多個頁面，您可以創建一個主題相關性網絡，使您能夠：
Interlink related pages...鏈接相關頁面.
...with?topical anchor text?帶有主題錨文本
Improve user engagement by answering more questions?
通過回答更多問題來提高用戶參與度?
Taken together, this strategy can improve the relevance of your site and pages for multiple queries.?總之，此策略可以提高您的站點和頁面與多個查詢的相關性。
18. Linking Internally for the Reasonable Surfer?為合理的沖浪者進行內部鏈接
Since we're now?linking our topically related pages together, we now want to make sure to?optimize our linking?strategy for maximum SEO impact.?由于我們現在將我們的主題相關頁面鏈接在一起，因此我們現在要確保優化我們的鏈接策略以獲得最大的 SEO 影響。
Links are a powerful ranking signal, but remember,?not all links are equal.?Google doesn't "count" all links the same.?鏈接是一個強大的排名信號，但請記住，并非所有鏈接都是平等的。谷歌不會“計算”所有鏈接都一樣。
How you link can be just as important (or more so) as what you link to. To leverage our links for maximum power, it's best to follow a few linking guidelines with every new page we create.?您的鏈接方式與您鏈接到的內容一樣重要（或更重要）。為了利用我們的鏈接獲得最大的力量，最好在我們創建的每個新頁面中遵循一些鏈接指南。
Link to your most?topically related content. The closer in relevance to your main topic, the more likely users will click on the links you provide. It's also widely believed that Google may pass more weight through topically relevant links (through a process known as?Topic-Weighted PageRank.)?鏈接到您最熱門的相關內容。與您的主要主題越接近，用戶就越有可能點擊您提供的鏈接。人們還普遍認為，Google 可能會通過與主題相關的鏈接（通過稱為主題加權 PageRank的過程）傳遞更多權重。
When possible, try to link?within your main content?(as opposed to sidebars and navigation.)如果可能，請嘗試在您的主要內容中進行鏈接（而不是側邊欄和導航。）
Additionally, try to link higher up within your main content, as these links?may carry more weight?than links further down the page.?此外，嘗試在您的主要內容中向上鏈接，因為這些鏈接可能比頁面下方的鏈接具有更大的權重。
Use?anchor text with relevant keywords, but vary your anchor text greatly. In other words, don't repeatedly use the same anchor text over and over. Many SEOs recommend avoiding?exact match keywords?for anchor text, preferring partial match instead.使用帶有相關關鍵字的錨文本，但要使錨文本變化很大。換句話說，不要一遍又一遍地重復使用相同的錨文本。許多 SEO 建議避免對錨文本使用完全匹配關鍵字，而更喜歡部分匹配。
Finally, after you've created a new page and linked to other pages on your site, you have one more step to go. Now it's time to?update your older pages?with links to your new page. We recommend not simply adding links to existing text, but adding?context around the new links,?which can boost both the relevance and the freshness of the new links.最后，在您創建了一個新頁面并鏈接到您網站上的其他頁面后，您還有一步要做。現在是時候用指向新頁面的鏈接更新舊頁面了。我們建議不要簡單地向現有文本添加鏈接，而是在新鏈接周圍添加上下文，這可以提高新鏈接的相關性和新鮮度。
19. Content Hubs & Category Pages內容中心和分類頁面
Just as we know not all links are equal, not all?pages?are equal either.正如我們知道并非所有鏈接都是平等的，也并非所有頁面都是平等的。
Category and/or hub pages?can be incredibly effective tools for ranking all your related pages higher. While it's important to link your topically relevant pages together, it may be even more important to link relevant pages together under the umbrella of a master category (hub) page. There are several reasons for this:?類別和/或中心頁面可以成為對所有相關頁面進行更高排名的非常有效的工具。雖然將您的主題相關頁面鏈接在一起很重要，但在主類別（中心）頁面的保護傘下將相關頁面鏈接在一起可能更為重要。有幾個原因：
Category pages often have more?link equity.?They often sit closer to the homepage (or other high authority pages) and often attract external link equity as well.?類別頁面通常有更多的鏈接資產。他們經常坐在更靠近主頁（或其他高權威頁面）的地方，也經常吸引外部鏈接資產。
Category pages often sit higher in a?site's architecture hierarchy, meaning they are usually better placed in a site's navigation and breadcrumbs, for example.例如，類別頁面在站點的架構層次結構中通常位于更高的位置，這意味著它們通常更適合放置在站點的導航和面包屑中。
These pages often can rank for?high-volume head terms?(as opposed to lower-volume long tail terms)?這些頁面通常可以為高容量的頭項（而不是低容量的長尾項）進行排名
Category pages can target broader user intent than individual topic pages, and can serve as a jumping off point into deeper dives for each subject.與單個主題頁面相比，類別頁面可以針對更廣泛的用戶意圖，并且可以作為每個主題更深入研究的起點。
The?wrong?way to create category pages is to simply list your latest posts, or a list of relevant products. The best category pages typically have their own unique content, relevant answers to questions, and links to sub-topics and related pages.?創建類別頁面的錯誤方法是簡單地列出您的最新帖子或相關產品列表。最好的類別頁面通常有自己獨特的內容、相關問題的答案以及子主題和相關頁面的鏈接。
For example, if your site sells 100 different types of hamster wheels, you probably want a broad category page that?broadly covers all your hamster wheels.?例如，如果您的網站銷售 100 種不同類型的倉鼠輪子，您可能需要一個廣泛涵蓋所有倉鼠輪子的廣泛類別頁面。
If such a page doesn't exist, you need to create one.如果這樣的頁面不存在，您需要創建一個。
Links are a?powerful ranking factor. In fact, they might be the most powerful that we know of. If you want to rank, you almost certainly need links, but you've got to?know the rules.鏈接是一個強大的排名因素。事實上，它們可能是我們所知道的最強大的。如果你想排名，你幾乎肯定需要鏈接，但你必須知道規則。
Actually, there are two 50/50 rules of link building:實際上，鏈接構建有兩個 50/50 規則：
#1.?Assume Google ignores 50% of your links, and?only 50% of your links are good. In reality, we don't know how many links Google ignores, but it's good to assume this regardless.#1.?假設 Google 忽略了您 50% 的鏈接，并且只有 50% 的鏈接是好的。實際上，我們不知道谷歌忽略了多少鏈接，但無論如何假設這一點是好的。
Google will ignore or devalue links for many reasons. Among them:谷歌會出于多種原因忽略或貶低鏈接。他們包括：
Irrelevance無關緊要
Manipulation (if they believe you've engaged in a pattern of linking that violates?Webmaster Guidelines)操縱（如果他們認為您采用了違反網站站長指南的鏈接模式）
Disavowed否認
Links are marked?nofollowed, or possibly "ugc" or "sponsored"鏈接被標記為nofollowed，或者可能是“ugc”或“sponsored”
Penalized domains 被懲罰的域名
And more
Earning links can be one of the most challenging jobs in SEO, so early on, it's tempting to go after the "easy" links, i.e. links you pay for, cheap directory links, blogroll links, etc. But as these are exactly the ones most likely to pass the least value, it's worth it to go after something better.?獲取鏈接可能是 SEO 中最具挑戰性的工作之一，所以在早期，很容易追求“簡單”鏈接，即您付費的鏈接、廉價的目錄鏈接、博客鏈接等。但因為這些正是這鏈接最有可能通過最小的價值，追求更好的東西是值得的。
As Google wants to reward high-quality, "natural" links (editorially given) - these are the links you want to pursue.?The upper 50%.由于谷歌想要獎勵高質量的“自然”鏈接（編輯給出） - 這些是您想要追求的鏈接。上層 50%。
Keep these two guidelines in mind:?請牢記以下兩條準則：
The?harder?the link, the more valuable it can be 鏈接越難越有價值
The?easier?the link, the more likely it can hurt you 鏈接越容易，越有可能傷害你
#2. When building link-worthy content,?spend 50% of your time actually creating the content?itself, and?50% of your time promoting it.#2.?在構建值得鏈接的內容時，花 50% 的時間實際創建內容本身，并花50% 的時間來推廣它。
"If you build it, they will come." 如果你做了，他們就會來
Sorry. No they won't.?對不起。不，他們不會。
Link building is typically an?active endeavor. True, some types of content naturally earn links (and we'll incorporate these into our checklist.) But too many people create content and falsely believe the content is going to do all the work for them.?鏈接建設通常是一項積極的努力。確實，某些類型的內容自然會獲得鏈接（我們會將這些內容納入我們的清單。）但太多人創建內容并錯誤地認為內容將為他們完成所有工作。
If you want to rank, you've got to roll up your sleeves and tell people about it.如果你想排名，你必須卷起袖子告訴人們。
Outreach is tough for some, but if you want to get better, we highly recommend reading these?link building promotion tactics?from our friends at Siege Media.外展對某些人來說很難，但如果您想變得更好，我們強烈建議您閱讀Siege Media 朋友提供的這些鏈接建設推廣策略。
21. Don't Create Content Until You Do This First不要在做這個之前創作內容
Many link building campaigns fail, or at least?fall short of their goals.許多鏈接建設活動都失敗了，或者至少沒有達到他們的目標。
Link building can?fail for many reasons: content that doesn't resonate, poor design/layout, not enough outreach, and many other reasons.鏈接建設失敗的原因有很多：內容沒有引起共鳴、設計/布局不佳、外展不夠，以及許多其他原因。
That said, one reason for link building failure stands head and tails above the rest:?you created content before you knew exactly who was likely to link to it.也就是說，鏈接構建失敗的一個原因比其他原因更為重要：您在確切知道誰可能鏈接到內容之前就創建了內容。
Link building needn't be a guessing game. Too often, folks create content and only then go looking for link targets, only to find that very few opportunities actually exist. Wasted effort!鏈接建設不一定是猜謎游戲。很多時候，人們創建內容，然后才去尋找鏈接目標，卻發現實際上存在的機會很少。白費力氣！
Instead, you want to guarantee your success. Or at least improve your chances.?相反，你想保證你的成功。或者至少提高你的機會。
Fortunately, SEO tools contain a ton of actionable link data. You can find out ahead of time:幸運的是，SEO 工具包含大量可操作的鏈接數據。您可以提前了解：
What type of content earns the most links?什么類型的內容獲得的鏈接最多
What topics are trending什么話題熱門
Exactly the kind of content that journalists/publishers/bloggers are looking for正是記者/出版商/博主正在尋找的內容類型
When you understand these data points ahead of time, you can create content that exactly fills an existing need. You also know who to reach out to—or who your audience is—before investing a ton of work.?當您提前了解這些數據點時，您可以創建完全滿足現有需求的內容。在投入大量工作之前，您還知道要聯系誰或您的受眾是誰。
Rule: Don't create content until you first know exactly who's likely to link to it.?規則：在您首先確切地知道誰可能鏈接到它之前，不要創建內容。
22. The Easiest Shortcut to Good Links建立良好鏈接的最簡單快捷方式
The same way you can leverage your competition to find the most profitable keywords, some of the easiest link building opportunities you will find will also come directly from your competitors.與您可以利用競爭對手找到最有利可圖的關鍵字一樣，您將找到的一些最簡單的鏈接構建機會也將直接來自您的競爭對手。
In addition to using SEO tools to see who's?linking to your competition, and what type of content has?earned your competition the most links, you can investigate the numbers and sources of links pointing to the?most?popular sites on the web by exploring?Moz's top 500 sites list, organized by metrics like number of linking domains. When looking into these or smaller competitors' inbound links, it's typically a no-brainer to perform a simple?link gap analysis.除了使用SEO工具，看看誰的鏈接到你的競爭對手，以及什么類型的內容已經贏得了你的競爭最多的鏈接，你可以調查的數量和指向的鏈接來源大部分通過探索在網絡上流行的網站莫茲500強站點列表，按鏈接域數量等指標組織。在查看這些或更小的競爭對手的入站鏈接時，執行簡單的鏈接差距分析通常是不費吹灰之力的。
Here's one technique for a simple link gap analysis:這是用于簡單鏈路間隙分析的一種技術：
See who's ranking in Google for your target keyword查看誰在 Google 中針對您的目標關鍵字進行了排名
Select 2-3 of the top ranking URLs?選擇排名靠前的 2-3 個 URL
Use a link research tool to find pages that link to each of your competitor URLs (but not to you)?使用鏈接研究工具查找鏈接到每個競爭對手 URL（但不鏈接到您）的頁面
Here's what this looks like in?Link Explorer:這是鏈接資源管理器中的樣子：
When a page links to multiple top ranking pages, it's typically a resource-type page. The barrier to getting a link for yourself from these resource pages is usually far lower than other types of pages (as long as you can show your content is superior!)當一個頁面鏈接到多個排名靠前的頁面時，它通常是一個資源類型的頁面。從這些資源頁面為自己獲取鏈接的障礙通常遠低于其他類型的頁面（只要你能展示你的內容就更好了！）
Another similar tactic this pairs well with is?broken link building. Whatever you choose, be sure to find who is linking to the competition, and earn those links for yourself.另一個與之相匹配的類似策略是建立斷鏈。無論你選擇什么，一定要找到誰鏈接到比賽，并為自己贏得這些鏈接。
23. Tentpole & Flywheels: Link Building on AutoPilot? ?Tentpole & Flywheels：在 AutoPilot 上建立鏈接
Link building outreach is cool, but you know what's even cooler? Content that earns links completely on it's own.鏈接建設外展很酷，但您知道什么更酷嗎？完全靠自己獲得鏈接的內容。
No outreach required.?無需外展。
Since this process requires you to create at least one piece of "linkbait" content, it makes sense to create content that earns more and more links over time. This is one type of "Flywheel Marketing."?由于此過程要求您至少創建一個“鏈接誘餌”內容，因此創建隨著時間的推移獲得越來越多鏈接的內容是有意義的。這是一種“飛輪營銷”。
Consider this scenario: A blogger needs to write about housing costs in Canada. They Google "most expensive small cities CA" and find a data-rich article on the first page. They link to this article, citing it as a source.?考慮這種情況：博主需要撰寫有關加拿大的住房成本的文章。他們用谷歌搜索“加州最昂貴的小城市”，并在第一頁找到了一篇數據豐富的文章。他們鏈接到這篇文章，引用它作為來源。
This type of "natural" link building happens all the time, thousands of times a day.這種“自然”鏈接建設一直在發生，每天發生數千次。
The trick to this type of flywheel link building is creating content that is naturally "citable" by bloggers and journalists. These types of content include (with our own examples from Moz):這種類型的飛輪鏈接構建的技巧是創建自然會被博主和記者“引用”的內容。這些類型的內容包括（使用我們自己的 Moz 示例）：
Studies:?7 Search Ranking Factors Analyzed: A Follow-Up Study研究：分析的 7 個搜索排名因素：一項后續研究
Statistics/Data:?How Data-Driven Content Marketing Builds Links and Earns Press Mentions統計/數據：數據驅動的內容營銷如何建立鏈接并獲得媒體提及
"How To" Content:?How-To Content Isn’t Going Anywhere?“操作方法”內容：操作方法內容無處可去
Guides:?How Search Engines Work?指南：搜索引擎的工作原理
Tools:?Domain SEO Analysis Tool?工具：域SEO分析工具
Wikis/Reference:?SEO Glossary of Terms?維基/參考：SEO 術語表
Once these types of content start ranking, they tend to naturally earn more and more links over time, pushing them—and your site—even higher in search results.一旦這些類型的內容開始排名，隨著時間的推移，它們自然會自然地獲得越來越多的鏈接，從而將它們——以及您的網站——在搜索結果中推向更高的位置。
That said, don't throw away your manual outreach strategies entirely. For newer and less visible sites, it often takes a fair degree of effort to get your link building flywheel moving. This often means a lot of manual outreach at the beginning, and then momentum to continually carry you forward.?也就是說，不要完全丟棄您的手動外展策略。對于較新且不太顯眼的站點，通常需要付出相當大的努力才能使您的鏈接構建飛輪移動。這通常意味著一開始需要進行大量的手動外展，然后是不斷推動您前進的動力。
Smarter, not harder.?更聰明，而不是更難。
24. A World of Link Building Tactics?鏈接建設策略的世界
While this checklist gives you a number of link building guidelines, in truth, the greatest success comes when?you color outside the lines.?雖然此清單為您提供了許多鏈接構建指南，但實際上，最大的成功來自于在線條之外著色。
Don't be tied to a single tactic! Link building can be challenging, especially before you get the hang of it, and you often have to try multiple angles before something sticks.?不要拘泥于一種策略！鏈接構建可能具有挑戰性，尤其是在您掌握它之前，并且您經常需要嘗試多個角度才能成功。
Because all content is different, and so is each audience, the best link building tactic is the one that you invent.?因為所有的內容都是不同的，每個觀眾也是如此，所以最好的鏈接構建策略是你自己發明的。
25. Keep It Fresh: Links, Content, & Engagement保持新鮮：鏈接、內容和參與度
Congrats! You now have a page that ranks.?恭喜！您現在有一個排名頁面。
But can you keep your ranking?但是你能保持你的排名嗎？
Google constantly shifts rankings based on relevancy. Earning a #1 spot is terrific, but only if you can hold onto it for the long run. This means keeping your SEO?fresh.?谷歌不斷根據相關性改變排名。獲得第一名是很棒的，但前提是你能長期堅持下去。這意味著保持您的 SEO新鮮。
Many SEOs understand that?freshness is a ranking signal, but they mistakenly believe that it only applies to the content itself. E.g. updating the publish date and refreshing the content every couple of years.許多 SEO 都明白新鮮度是排名信號，但他們錯誤地認為它只適用于內容本身。例如，每隔幾年更新發布日期和刷新內容。
In truth, Google looks at several different types of freshness signals, and it's best to keep them all in mind. These may include:?事實上，谷歌查看了幾種不同類型的新鮮度信號，最好把它們都牢記在心。這些可能包括：
Date last updated?上次更新日期
Amount of content updated?(significant vs minor)?更新的內容量（重要與次要）
How often?content is updated, i.e. a regular cadence may signal more freshness than updating only occasionally?內容多久更新一次，即有規律的節奏可能比偶爾更新更能體現新鮮感
How often you create?new pages on your site??您在網站上創建新頁面的頻率
Rate of new link growth?(don't let your link building stagnate)?新鏈接增長速度（不要讓您的鏈接建設停滯）
Freshness of traffic and?engagement signals?(less relevant sites tend to have declining engagement)?流量和參與信號的新鮮度（相關性較低的網站的參與度往往會下降）
So after you do the work of ranking, you have to work to keep it there. Freshness isn't simply about the content itself, but about the entire SEO experience to continually deliver the most relevant result to the user.因此，在您完成排名工作之后，您必須努力將其保持在那里。新鮮度不僅僅關乎內容本身，還關乎整個 SEO 體驗，以不斷向用戶提供最相關的結果。
Keep it relevant. Keep it fresh.?保持相關性。保持新鮮。
This is how you rank. Best of luck with your SEO!?這就是你的排名方式。祝您 SEO 好運！
翻譯來源：https://moz.com/how-to-rank#over-optimization
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