SEO對(duì)Google更新有什么誤解

Your ranking decline is likely not due to an update and good luck trying to figure out the ranking factors impacting your site.

您的排名下降可能不是由于更新和祝您好運(yùn)來(lái)找出影響您網(wǎng)站的排名因素所致。

In covering Google algorithm updates for almost twenty-years now, one trend you notice over and over again is how SEOs tend to do two things. Many SEOs blame a Google algorithm update for their ranking declines and many SEOs often try to figure out which ranking factors they need to work on for a specific site. The thing is, often this is the wrong way to go about Google algorithm updates.

在涵蓋近二十年來(lái)的Google算法更新中，您會(huì)發(fā)現(xiàn)一遍又一遍的趨勢(shì)是SEO如何完成兩件事。許多SEO都將排名下降歸咎于Google算法的更新，許多SEO經(jīng)常試圖弄清楚他們需要為特定網(wǎng)站處理哪些排名因素。事實(shí)是，通常這是進(jìn)行Google算法更新的錯(cuò)誤方法。

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In my keynote during our virtual SMX Next last month, I covered the past 20 years of Google algorithm updates and what SEOs need to focus on in the future. I later hosted a panel with a few veteran SEOs to discuss Google algorithms, I asked these experts, what do SEOs often get wrong about these Google updates.

在上個(gè)月虛擬SMX的主題演講中，我介紹了Google算法的過(guò)去20年更新以及SEO未來(lái)需要關(guān)注的重點(diǎn)。后來(lái)，我主持了一個(gè)由幾位資深SEO組成的小組，討論Google算法，我問(wèn)這些專家，SEO經(jīng)常對(duì)這些Google更新有什么誤解。

It wasn’t the update

這不是更新

Your ranking decline (or increase) was probably not due to that recent Google algorithm update. Yes, it is possible, but you first need “to have a [web site code] change log, you have to know what changes you made and when and be able to very definitely correlate” any changes you made that may have impacted your rankings. If you made zero changes and you lost 40% of your traffic on the same day as an algorithm update, “yeah that’s probably the update,” Carolyn Shelby, manager of SEO at ESPN said. But if you “made 80 changes the week before the update, we lost the traffic two days before the update, probably not the update,” she added.

您排名下降（或增加）的原因可能不是最近的Google算法更新引起的。是的，這是可能的，但是您首先需要“擁有一個(gè)[網(wǎng)站代碼]更改日志，您必須知道您進(jìn)行了哪些更改以及何時(shí)以及能夠非常明確地關(guān)聯(lián)”所有可能影響排名的更改 。ESPN SEO經(jīng)理Carolyn Shelby說(shuō)，如果您進(jìn)行零更改，并且在算法更新的同一天丟失了40％的流量，那么“是的，這可能是更新。” 但是，如果您“在更新前一周進(jìn)行了80次更改，那么我們?cè)诟虑皟商欤赡懿皇歉拢┚褪チ肆髁浚彼a(bǔ)充道。

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One example Shelby gave at ESPN was around the time Google announced the launch of RankBrain. Truth is, when Google announced it, it actually went live months and months prior to its official announcement. In any event, the people at ESPN felt a ranking issue the company was experiencing was directly related to RankBrain. But Shelby said, “You need to calm down, I’m sure, this has nothing to do with this, we broke something else.” And when they fixed the issue they had with an AMP implementation, traffic returned. It was not related to any algorithm update Google released, but rather a change made to the site.

謝爾比在ESPN上舉的一個(gè)例子大約是Google宣布啟動(dòng)RankBrain的時(shí)候。事實(shí)是，當(dāng)Google宣布它時(shí)，它實(shí)際上已經(jīng)在正式宣布之前的幾個(gè)月上線了。無(wú)論如何，ESPN的員工都認(rèn)為公司遇到的排名問(wèn)題與RankBrain直接相關(guān)。但是謝爾比說(shuō)：“我敢肯定，你需要冷靜下來(lái)，這與我們無(wú)關(guān)，我們還打破了其他東西。” 當(dāng)他們解決了AMP實(shí)施中遇到的問(wèn)題時(shí)，流量就返回了。它與Google發(fā)布的任何算法更新都沒(méi)有關(guān)系，而是與網(wǎng)站的更改有關(guān)。

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I brought up the nofollow attribute change where Google would treat the nofollow link attribute differently. The truth is, Google never fully launched the change — not yet at least and when it does, it won’t impact rankings. But SEOs were citing this as a reason for ranking changes, when it was not.

我提出了nofollow屬性更改，其中Google將以不同的方式對(duì)待nofollow鏈接屬性。事實(shí)是，Google從未完全啟動(dòng)這一更改-至少現(xiàn)在還沒(méi)有，并且這樣做不會(huì)影響排名。但SEO卻將此作為排名變化的原因，而實(shí)際上并非如此。

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Correlating ranking factors

相關(guān)排名因素

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Another thing SEOs have been trying to do for ages is trying to figure out which ranking signals or factors are most important for a specific update. Back in the old days, yes, we know Penguin was about links, Panda was about content. In the earlier days, SEOs would be able to track Google Dances and PageRank values directly towards rankings the next day. But now, we really cannot do that.

SEO多年來(lái)一直試圖做的另一件事是試圖弄清楚哪些排名信號(hào)或因素對(duì)于特定更新最重要。過(guò)去，是的，我們知道企鵝是關(guān)于鏈接的，熊貓是關(guān)于內(nèi)容的。在早期，SEO可以直接在第二天的排名中跟蹤Google Dances和PageRank的值。但是現(xiàn)在，我們確實(shí)無(wú)法做到這一點(diǎn)。

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Eric Wu, VP of product growth at Honey Science said, “SEOs are spending too much time trying to figure out like what correlation matches the algorithm update.” The more “you understand machine learning” the more you know that you cannot figure this out. “Weighted values of these things the behavior doesn’t happen on all the sites similarly or the same way right,” Eric said.

Honey Science產(chǎn)品增長(zhǎng)副總裁Eric Wu表示：“ SEO花費(fèi)太多時(shí)間試圖弄清楚相關(guān)性與算法更新是否匹配。” 您對(duì)機(jī)器學(xué)習(xí)的了解越多，您就知道自己無(wú)法弄清楚。埃里克說(shuō)：“這些東西的加權(quán)值不會(huì)在所有站點(diǎn)上以相似或相同的方式發(fā)生。”

Focus on your web site, not the algorithm

關(guān)注您的網(wǎng)站，而不是算法

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In short, instead of obsessing about the changes Google is making to its algorithm, focus on your web site. You can end up spending too much time chasing your tail, when you can use that time making your own web site better. Focus on what your users want, build more and better content. Build better tools and features on your site. Make your site’s navigation easier for your users, make the site load faster and make the user experience better.

簡(jiǎn)而言之，您不必關(guān)注Google對(duì)算法所做的更改，而應(yīng)關(guān)注您的網(wǎng)站。當(dāng)您可以利用這段時(shí)間來(lái)改善自己的網(wǎng)站時(shí)，您可能會(huì)花太多時(shí)間去追逐自己的尾巴。關(guān)注用戶的需求，構(gòu)建更多更好的內(nèi)容。在您的網(wǎng)站上構(gòu)建更好的工具和功能。使用戶的網(wǎng)站導(dǎo)航更加輕松，使網(wǎng)站加載速度更快，并為用戶帶來(lái)更好的體驗(yàn)。

Those are all better uses of your time than obsessing over Google algorithm updates.

與癡迷Google算法更新相比，這些都是更好地利用時(shí)間的方式。

來(lái)源：Barry Schwartz