让你的网站不请专业SEO也能做到搜索引擎友好的35条指南

　　让你的网站不请专业SEO也能做到搜索引擎友好的35条指南

　　翻译：思亿欧外贸快车市场部

　　

　　Website architecture has been a focus for SEOs for a long time now, but over the past few years, it’s become even more important. That’s because architecture is the foundation of the entire website. It affects both how visitors interact with your site and whether or not search engines are properly able to analyze your optimized content.

　　长期以来，网站结构一直都是SEO关注的重点，近几年来，它变得更加重要了。因为网站结构是一个网站的基础，它既决定着访客是否喜欢你的网站，也决定着搜索引擎能否适当分析和识别你所优化的内容。

　　But website architecture shouldn’t just be a concern for SEOs. It should be a concern for website developers, as well. Whenever we hear someone is designing a new website, we are quick to recommend that they build a strong, search-engine-friendly website right from the start, even if they don’t immediately hire an SEO. Failure to do so can cause problems that will hamper SEO efforts, ultimately leading to higher development costs to fix the problems.

　　但是网站结构并不能只是SEO人员关心的问题，它同时也应该是网站建设者关心的问题。任何时候我们听说一个人正在设计一个新的网站，我们立即会建议他从头开始就建立一个强大的、搜索引擎友好的网站，即便他不准备马上请一名专业的SEO人员。如果不这样做，将会造成妨碍SEO工作的问题，最终将导致要花更高的开发成本来解决这些问题。

　　Who Is This Guide Meant For?

　　这份指南对谁有益？

　　• Website Managers. If you are responsible for the development and/or marketing of your company’s website, and you don’t want to pay for yet another set of eyes on the site, this handy guide will help you out. Put this information into the hands of your developer, and, should they choose to follow it, your site will pretty much be search-engine-friendly and ready to be optimized and promoted once it goes live.

　　网站经理。如果你是负责开发或运营你们公司的网站，而你暂时又不想让其它人插手这个网站，这份指南能帮到你。让你的网站开发人员阅读这篇文章，如果他们按这个来做，你的网站就将会是搜索引擎友好型的，上线后即可开始优化和推广了。

　　• Website Developers. If you are an internal developer for a company or are part of a development agency, this guide will help you create search-engine-friendly websites for all of your clients, potentially saving them thousands of dollars when you bring in a Web marketer to analyze the site later. Keep in mind, the items here are not search engine optimization, nor should they be presented as such. This is just foundational stuff that allows actual SEO and Web marketing to be more effective.

　　网站开发人员。如果你是一家公司内部或一家网站建设服务商的网站开发人员，这份指南将帮助你为你的所有客户建立搜索引擎友好型的网站，并且当你后续让一个网站运营人员来分析这个网站时，会发现你已为他们节省几千美元的潜在费用。记住，这里所用的词并不是搜索引擎优化，也不能被视作为搜索引擎优化。这里所讲的只是让实际的SEO和网站营销工作更有效的一些基础要素。

　　• Web Marketing Consultants. Whether you are consulting during the development stage or picking up the ball after the site is fully developed and rolled out, focusing on the issues noted here first will allow other optimization and promotion you do to be far more effective. In many cases, these issues should be taken care of before any other marketing starts.

　　网站营销顾问。无论你是从网站开发阶段就开始提供顾问，还是在网站建设好并上线之后开始提供顾问，关注本文所讲的一些要素将会让其它的优化和推广工作更加有效。通常情况下，这些要素都是应该在网站的营销工作开始之前就应该注意的。

　　Search-Engine-Friendly Website Development Guide

　　搜索引擎友好型网站开发指南

　　1. Consider using HTTPS encryption. In the past, HTTPS/SSL security was reserved solely for the e-commerce sections of the website. This was to protect sensitive personal information, such as credit card numbers. However, Google is making a push for “HTTPS everywhere” by factoring this into its ranking algorithm.

　　For now, it’s only a small factor — but that could change as more sites make the move. The key to going fully secure on your website is making sure it does not impede site speed, which is another (probably more important) issue.

　　考虑使用HTTPS加密。过去HTTPS/SSL仅仅只是网站的电子商务部份才使用的，为了保护一些敏感性的个人信息，如*敏*感*词*号等。然而，Google已经将它纳入排名算法体系来推动“处处使用HTTPS”。

　　现在它只是一个小的因素，但是随着越来越多的网站开始这样做，它就会有改观。让你的网站整站都使用加密的关键在于让它不要妨碍了网站的速度，当然这是另外一个（也许是更重要的）问题。

　　2. Keep your security certificate current. Expired security certificates can wreak havoc for your visitors, giving them all kinds of nasty notices in their browser that are likely to scare them off. Keep an eye on your certificate renewals to stay ahead of this.

　　让你的安全证书处于有效状态。过期的安全证书会对你的访客带来糟糕的体验，在他们的浏览器出现各种安全性提示会吓跑他们的。要及时更新安全证书来避免这一情况发生。

　　3. Allow spidering of site via robots.txt. Every now and then when a new site rolls out, the developer forgets to change the robots.txt file to allow the search engines to crawl the pages. If your Web marketer doesn’t think about checking this file, you could spend months wondering why you’re not getting the traffic you should be. Double-check your robots.txt file to make sure it does not “disallow” search engines from crawling your site.

　　更改robots.txt文件让蜘蛛能在你的网站爬行。在一个网站上线时，开发者们通常会忘记更改robot.txt文件以让搜索引擎能在网站爬行。如果你的网站运营人员没有考虑检查这个文件，你将会花几个月的时间思考为什么你的网站得不到应有的流量。请反复确认你的robot.txt文件，不要禁止搜索引擎爬行你的网站。

　　4. Declare your document type. The page’s “doctype” tells the browsers how to translate each Web page. Without a properly declared doctype, the browser has to guess. For the most part, its guess will be correct, but some things simply may not translate properly. Search engines use this to make sure they are analyzing each part of your site correctly.

　　明示你的文件类型。页面中的“doctype”是为了告诉浏览器如何翻译你的各个页面。如果没有正确的“doctype”，浏览器就只能猜测了，大部份内容它是会猜对的，但有些内容它并不能正确地翻译出来。搜索引擎利用doctype来确保能正确分析你网站的各个部份内容。

　　5. Use valid HTML. While invalid HTML won’t necessarily affect your rankings, it is yet another thing that can cause your page to be translated incorrectly by the browser or the search engine. Proper translation of each page ensures everyone sees what you think they see.

　　使用有效的HTML。虽然无效的HTML并不一定会影响你的排名，但是它会导致你的网页不被浏览器或搜索引擎正确地解析。对于每个页面的正确翻译确保了每个访客都能看到你认为他们该看到的内容。

　　6. Use valid CSS. See above.

　　使用有效的CSS。见上述。

　　7. Make your CSS and JavaScript files accessible. Don’t hide your CSS and JavaScript files from search engines. This information is important to helping them render the pages correctly, so they know how to analyze each part appropriately. It’s possible that if the search engines are unable to tell how you’re treating different content, key components won’t be given the value they deserve.

　　确保你的CSS和Java脚本是可读取的。不要向搜索引擎隐藏你的CSS和Java脚本。这个信息对于搜索引擎是很重要的，帮助它们正确地理解你的网页然后知道如何恰当地来分析每个部份的内容。如果搜索引擎不知道你是如何区别对待不同内容，它就有可能不能给到关键组成部份以应有的权重。

　　8. Avoid using HTML frames. Admittedly, this is old-school Web development that you don’t see much these days, but it’s a worthy precaution to keep in mind in case you are working with an old-school developer. But honestly, if you hired a developer that uses frames, you hired the wrong guy.

　　避免使用HTML框架页。不可否认，这是网站开发的老一套办法了，现在你不常见到，但是如果你与一位前辈开发人员一起工作，你就得预防了。但老实说，如果你聘用了一个使用HTML架构的开发人员，你请错人了。

　　9. Add descriptive image alt attributes. Any image that is called for in the code of the page (rather than via CSS) should use an appropriately labeled alt attribute. This is a minor thing, but it’s generally just a good practice to remember as the images are being added.

　　为图片添加描述性的alt属性。页面编码中的任何图片都必须有一个alt属性标签。这是一件小事，但添加图片时记住这个动作是一个好的习惯。

　　10. Redirect old URLs. Inevitably, there will be some URL changes in any site redesign. Before you remove the old site, capture all the current URLs so you can 301 redirect any URLs that may have changed or are no longer valid. By 301 redirecting these URLs, you can capture most of the authority value any of those pages may have earned in the past and pass it to the corresponding new pages.

　　对老的URL进行重新定向。重新设计一个网站时避免不了URL的改动。在你抹掉老的网站前，需抓取所有现有的URL以使你能对所有可能被更改过的或失效的URL进行301重定向。通过对这些URL的301重定向，你就能获取到这些页面之前的权重并将它转移到新的网页上。

　　11. 404 bad URLs. And just in case you missed any 301 redirects of old URLs, be sure that any invalid URL returns a 404 code with a properly designed 404 page.

　　404 URL错误。如果你没能对老的URL进行301重定向，请确保任何无效的URL能返回到一个恰当设计过的含有404代码的404页面。

　　12. Forget printer-friendly pages. Developers used to create “printer-friendly” pages that had their own URL. This is no longer necessary and is in fact bad practice. Use CSS to make sure any page on your site is printer-friendly, removing things that don’t make sense for the printed page and using formatting that is better suited for paper.

　　忘记“打印机友好”页面。有些开发者通常创建一些有专门URL的“打印机友好”页面，这已经是不必要的，而且实际上是不好的做法。用CSS来确保你的每个页面都是打印机友好型的，移除那些对于可打印页面无意义的东西，并且使用更加适应纸张的格式。

　　13. Underline clickable links. Underlined text is still the universal indicator that the text is a hyperlink. It’s generally not a good idea to break protocol (or expectations) in this area.

　　对超链接加下划线。下划线仍旧是超链接文本的通用指示，最好还是不要破坏这个规则。

　　14. Differentiate link text. Aside from underlining your hyperlinks, your link text should be different in at least one other way, as well. Visitors should not first have to mouse over text to figure out that it is a link.

　　区分链接文本。除了对超链接加下划线，你的链接文本至少需要有另一种不同的方式加以区分，使访客不至于要先点击鼠标了才知道这是一个链接。

　　15. Implement canonical breadcrumb URLs. Your breadcrumbs should consistently point only to canonical URLs. Quite often, content can be viewed from multiple URLs based on how the visitor was brought to the page. Don’t let your breadcrumb URLs follow the visitor’s navigation path; instead, make them consistent regardless of how the visitor found the content.

　　实施标准面包屑链接。网站的面包屑必须始终指向标准链接。通常情况下，根据访问者被带到某一页面的方式，该页面的内容可以通过多个URL被浏览到。不要让你的面包屑链接随着访客的导航路径走，取而代之，让面包屑始终指向固定的链接，不管访客是通过何种路径找到相应内容的。

　　16. Establish a proper page hierarchy. Page URLs should use an established hierarchical format that mimics the navigation of the website. Navigational categories and subcategories should be represented in all URLs.

　　建立合适的页面层级。页面URL必须是模仿网站导航而建立的有层级的格式，导航分类和子分类必须在所有的URL上体现出来。

　　17. Have a balanced directory structure. When developing the navigation/page hierarchy, strike a good balance between shallow and deep. You don’t want visitors to have to make too many clicks before finding the content they want. However, too many options from the home page generally prevents visitors from making a reasoned selection. Instead, they tend to click the most convenient link rather than searching for the right one.

　　有深浅适宜的目录结构。编写导航/页面层级时，要在深和浅中间把握好一个平衡。你并不想让你的访客们做太多的点击动作才找到他们想要的内容，但是如果在首页放太多选择的话，他们又不愿意去做一个动脑子的选择，他们会转而去点击最便捷的链接，而不是去搜索正确的内容。

　　18. Write unique title tags. Every page of the site should start with its own unique title tag. You don’t have to go all SEO on it if time doesn’t permit, but having a title that represents the content of the page is a must for rolling the site out. Keep each one between 35 and 55 characters.

　　编写专属的标题标签。每个页面都必须有专属的标题标签。如果时间不允许你不需要在这上面做全部的SEO工作，但是有代表页面内容的标题标签，是将一个网站上线的必要条件。将每条标签控制在30到55字之间。

　　19. Write unique meta descriptions. See above. A good description should be between 100 and 155 characters.

　　编写专属的meta描述。见上述。好的描述须在100到150字之间。

　　20. Use properly coded lists. Use proper HTML code (, , ) for bulleted and numbered lists. This tells the browser and search engine that a piece of content is an actual list item, which can affect how that text is being translated for search value.

　　使用合适的标签来展示列表数据。为加点符的和编号的列表使用适当的HTML编码(, , )，这是为了告诉浏览器和搜索引擎一页内容其实就是一串代码，代码将决定你的内容的翻译是否对搜索有价值。

　　21. Reduce code bloat. As development progresses and new features are added to a site, it’s easy for the code to become bloated. Many times, developers are looking for the easiest/quickest way to do something — but that is often the most bloated way, as well. Code bloat slows down page speed, so it’s best to keep that to a minimum.

　　减少代码膨胀。由于开发进展和新的内容的加入，很容易造成网站的代码膨胀。很多时候，开发人员会寻找最容易最快的方式来做事情，但这恰恰是最容易造成膨胀的方式。代码膨胀会降低网站的访问速度，所以最好是把它降到最低水平。

　　22. Reduce HTML table usage. Like frames, tables are on their way out of common usage, as there are much more streamlined ways to do the same thing. Unfortunately, it’s often easier to create and manage tables. Avoid using tables whenever possible, and use CSS instead for content that needs to have the table-style layout.

　　减少HTML表格的使用。像框架一样，表格的使用正逐渐在减少，因为有更多流线型的方式可以做同样的事情。但不幸的是，表格往往更容易操作。任何可能的情况下都要避免使用表格，在有内容需要用表格样式呈现时，用CSS代替。

　　23. Use absolute links in navigation. Developers like to use relative links because it makes it easy to move a site from a development server to the live URL. However, relative links can lead to problems with interpretation and scraping. I recommend using absolute links whenever possible, but at the very least in the site navigation.

　　在导航栏使用绝对链接。开发者喜欢使用相对链接，因为它们使得一个网站容易从开发服务器移动到一个在用URL。然而，相对链接会在内容解译和抓取时造成问题。我建议尽可能地使用绝对链接，至少在导航栏。

　　24. Implement non-spiderable shopping cart links. Any link into your shopping cart should not be spiderable by search engines. You don’t want search engines adding products to a cart just by following a link. Keep them out of all these areas so they stay focused on your content.

　　不让蜘蛛爬行购物车链接。任何能访问到购物车的链接都不可以让搜索引擎蜘蛛爬行到，因为你并不希望搜索引擎跟随一个链接而给你的购物车里放东西。让他们远离这个区域，他们才能更加专注于你的内容。

　　25. Disallow pages to keep search engines out. Use your robots.txt file to keep search engines from spidering pages they shouldn’t have access to. Disallowing these pages will keep the search engines from reading any content on the page; however, links to those pages can still end up in search results if the engines find other signals that give them an indication of the page’s value.

　　阻止搜索引擎访问某些页面。使用robot.txt文件来阻止搜索引擎蜘蛛爬行某些不该访问的页面。搜索引擎是不能读取到那些被阻止页面的任何内容的，但是对这些页面的链接还是可能导致这些页面出现在搜索结果中，如果搜索引擎发现了任何有关该页面权重的信号的话。

　　26. NoIndex pages to keep them out of SERPs. If you want to keep pages out of the search engine results pages (SERPs) completely, using the noindex meta tag is the better route to go. This tells the search engines not to index the page at all.

　　用NoIndex标示页面以让其不出现在搜索结果中。如果你完全不想让你的一些页面出现在搜索引擎的搜索结果中，使用NoIndex这个meta标签是一个更好的办法，它会告诉搜索引擎不要收录该页面。

　　27. NoFollow links to keep them from passing value. If you don’t want any particular link to pass value to another page, use the nofollow attribute in the link code. Keep in mind that the link itself will cause a loss of link value from the page — it just won’t be passed to the page you are linking to.

　　用NoFollow禁止传递权重。如果你不想任何的链接将一个页面的权重传递到另一个页面，就在链接代码中使用NoFollow属性。记住这个链接本身将造成来自这个页面的权重的损失，因为他不允许被传递到所链接的页面上去。

　　28. Check for broken links. Before you roll the site out, check for and fix any broken links. When crawling your site, you don’t want Google to find errors like this out of the gate, as that can diminish the site’s overall value score. You should do this again once the site is live, just to be sure something didn’t go wrong in the transfer.

　　检查断链。网站上线前，检查和修复断链。你不想Google的蜘蛛在爬行你的网站时看到像断链这样的错误，因为这将降低网站的整体权重分。网站上线后你还得检查一遍，以确保在转移过程中没有出错。

　　29. Find ways to increase page load speed. There are always things you can do to improve site speed. Look for even the smallest of opportunities to make your pages load even faster.

　　想办法加快页面的加载速度。想要加快网站的速度，你总是有办法可想的，从哪怕是最小的机会点入手来让你的页面加载更快一点。

　　30. Reduce the number of on-page links. Search engines recommend that any single page have no more than 100 links. But that doesn’t mean you have to approach that number before culling excessive links. Review your site navigation and key pages to ensure you haven’t used excessive linking.

　　减少站内链接的数量。搜索引擎建议任何一个单页面不要有超过100个的链接，但这并不表示你要想办法达到100这个数量，然后再遴选那些过量的链接。检查一下你的导航和关键页面，以确保你没有使用过度链接。

　　31. Eliminate duplicate content. Do your best to prevent any duplicate content. This is especially important for e-commerce sites with multiple paths to similar information. Each page of content should have a single canonical URL. The rest should be eliminated. If you can’t eliminate all URLs that produce dupe content, use the canonical tag as a stop-gap measure.

　　避免重复内容。尽你最大的努力来阻止复制内容的出现。这对于那些关于相似信息有众多访问路径的最子商务来说尤其重要。每一个内容页面都必须有它的独一无二的标准URL，其它的都要去掉。如果你不能全部去掉那些重复内容的URL，使用标准标签来作为临时措施。

　　32. Implement proper heading tag hierarchy. Each page should have one, and only one, H1 tag. The remaining top-level heading tags (H2-4) should be used for content areas only, reserving H5-6 for navigational headings.

　　使用适当的头部标签层级。每个页面都必须有一个，且仅有一个H1标签，剩下的顶层头部标签（H2-4）仅能用在内容区域，保留H5-6标签放在导航的头部。

　　33. Don’t use session IDs. This is another old technology that, perplexingly, is still being used today. There are far better means of tracking visitors through your site, so avoid using this method at all costs.

　　不要使用session ID。这是一个仍然有人在用的老技术了。有很多更好的办法可以追踪访客在你网站中的访问痕迹，所以要不惜代价避免使用session ID。

　　34. Use search-engine-friendly links. Make sure all your links (except those you deliberately want to keep away from search engines) are using search-engine-friendly link code. Using the wrong link code can inadvertently keep search engines away from very valuable content.

　　使用搜索引擎友好型的链接。确保你的所有链接（除了那些你特意不想让搜索引擎访问的）都是使用搜索引擎友好型的链接代码。使用错误的代码无意中会阻止搜索引擎访问一些很有价值的内容的。

　　35. Implement structured data. Structured data is additional coding around key elements of content that help the search engines understand the purpose or value of that content. This can affect how your site displays in the search results, as well as what information is presented to searchers altogether.

　　使用结构化数据。结构化数据是有关重要内容的附加代码，以帮助搜索引擎理解内容的目的或权重。它会影响你的网站在搜索结果中的展示方式，和搜索引擎会向其用户展示你网站的哪些信息。

　　Final Thoughts

　　综述

　　Implementing each of the suggestions above will push your site one step closer to being search-engine-friendly. My suggestion would be to pay attention to all of them because rolling out a new site that isn’t completely search-engine-friendly can have disastrous results. If you wait until after the site rolls out — even if you fix problems quickly — you can still experience some negative long-term ramifications.

　　做好上述任一条，都将会让你的网站离“搜索引擎友好”更进一步。我的建议是以上全部都注意，因为上线一个并不完全“搜索引擎友好”的网站将会造成灾难性的后果。如果你等到网站被踢出----即使你修复问题的速度够快----你将会在以后长期受到负面影响。

　　I suggest going through this list with your developer to make sure each has been completed before approving the site to go live, even if that bumps the deadline a few weeks. Better to roll a site out slightly late than push out a site that will tank your business and create more problems you have to dig yourself out of later.

　　建议你同你的开发人员一起通读以上列示的内容，以确保每一条都在网站上线前都得以实施，即使离最后的开发期限只有几周的时间。比起急于上线一个会影响生意和造成后续你需要花大量精力去修复的问题的网站，稍稍推迟一点上线要好一些。