Google Link Schemes(連結規範)近年來修改了什麼?

如果你完全不懂SEO,可能就會乖乖的增加網站的內容,但是如果你對於SEO似懂非懂,並且接收了錯誤的SEO訊息,而去使用了不正確的SEO操作,你的網站可能就會越做越糟糕 …

我們在"網站SEO優化案例研究 (三) : Interflora網站為什麼會被Google處罰?“說到,Google[連結規範]的變化,早在2012年的上半年Google就已經非常清楚的表示了,但是卻有人說2013/5/27該訊息是Google對於連結新規定的正式宣告。

Google在2013/5/27有新的連結規範? 可能連Matt Cutts與Larry Page都會覺得莫名其妙! 2013/5/27的連結規範跟2012/10/16的連結規範內容是一樣的。

也就是有人把去年的舊規範當成新聞了。

其實我們大可把這些錯誤當做茶餘飯後的笑話,但是如果一些SEO學習者把錯誤的來源,當成SEO唯一知識來源,那麼就不是笑話了。

其實不需要跟什麼Google Spam Team詢問,只需要認得字,早在去年就可以從Matt Cutts的訊息得知,甚至於你想直接從Larry Page那邊得到第一手訊息都沒啥問題。

我們來看看Google Link Schemes(連結規範)近年來的內容修改,到底各種版本有何不同?

我們收集了07/23/2011、10/16/2012、05/27/2013三種版本,就其內容來看看Google對於連結的建議在各版本有何不同。為了更清楚的瞭解各個版本的差異,我們將全文摘錄下來。

以下是07/23/2011的版本:

Link schemes
Your site’s ranking in Google search results is partly based on analysis of those sites that link to you. The quantity, quality, and relevance of links count towards your rating. The sites that link to you can provide context about the subject matter of your site, and can indicate its quality and popularity. However, some webmasters engage in link exchange schemes and build partner pages exclusively for the sake of cross-linking, disregarding the quality of the links, the sources, and the long-term impact it will have on their sites. This is in violation of Google’s Webmaster Guidelines and can negatively impact your site’s ranking in search results. Examples of link schemes can include:

Links intended to manipulate PageRank
Links to web spammers or bad neighborhoods on the web
Excessive reciprocal links or excessive link exchanging (“Link to me and I’ll link to you.")
Buying or selling links that pass PageRank
The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself the question: Is this going to be beneficial for my page’s visitors?

It is not only the number of links you have pointing to your site that matters, but also the quality and relevance of those links. Creating good content pays off: Links are usually editorial votes given by choice, and the buzzing blogger community can be an excellent place to generate interest.

Once you’ve made your changes and are confident that your site no longer violates our guidelines, submit your site for reconsideration.

上面07/23/2011版本規範的重點是:

– 不希望連結進行人為操縱Pagerank。

– 不希望網站連結到垃圾網站或是壞鄰居。

– 不希望網站進行大量的交換連結。

– 不希望網站銷售或是購買連結。

以下是10/16/2012的版本:

Link schemes
Your site’s ranking in Google search results is partly based on analysis of those sites that link to you. The quantity, quality, and relevance of links influences your ranking. The sites that link to you can provide context about the subject matter of your site, and can indicate its quality and popularity.

Any links intended to manipulate a site’s ranking in Google search results may be considered part of a link scheme. This includes any behavior that manipulates links to your site, or outgoing links from your site. Manipulating these links may affect the quality of our search results, and as such is a violation of Google’s Webmaster Guidelines.

The following are examples of link schemes which can negatively impact a site’s ranking in search results:

Buying or selling links that pass PageRank. This includes exchanging money for links, or posts that contain links; exchanging goods or services for links; or sending someone a “free” product in exchange for them writing about it and including a link
Excessive link exchanging (“Link to me and I’ll link to you")
Linking to web spammers or unrelated sites with the intent to manipulate PageRank
Building partner pages exclusively for the sake of cross-linking
Using automated programs or services to create links to your site
Here are a few common examples of unnatural links that violate our guidelines:

Text advertisements that pass PageRank

Links that are inserted into articles with little coherence, for example:
most people sleep at night. you can buy cheap blankets at shops. a blanket keeps you warm at night. you can also buy a wholesale heater. It produces more warmth and you can just turn it off in summer when you are going on france vacation.

Low-quality directory or bookmark site links

Links embedded in widgets that are distributed across various sites, for example:
Visitors to this page: 1,472
car insurance

Widely distributed links in the footers of various sites

Forum comments with optimized links in the post or signature, for example:
Thanks, that’s great info!
– Paul
paul’s pizza san diego pizza best pizza san diego
Note that PPC (pay-per-click) advertising links that don’t pass PageRank to the buyer of the ad do not violate our guidelines. You can prevent PageRank from passing in several ways, such as:

Adding a rel="nofollow" attribute to the <a> tag
Redirecting the links to an intermediate page that is blocked from search engines with a robots.txt file
The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself: Is this going to be beneficial for my page’s visitors?

It is not only the number of links you have pointing to your site that matters, but also the quality and relevance of those links. Creating good content pays off: Links are usually editorial votes given by choice, and the buzzing blogger community can be an excellent place to generate interest.

If you see a site that is participating in link schemes intended to manipulate PageRank, let us know. We’ll use your information to improve our algorithmic detection of such links.

上面10/16/2012版本規範的重點是:

– 不希望以銷售或是購買連結連方式操縱Pagerank,包括以非金錢的方式進行類似行為。

– 不希望網站連結到垃圾網站或是不相關的網站。

– 不希望網站進行大量的交換連結。

– 不希望網站建立只為了連結的夥伴頁面。

– 不希望網站使用自動的方式產生連結到你的頁面。

– 要避免連結變成操作Pagerank,建議使用rel="nofollow"。

與07/23/2011版本的最大差異在於,10/16/2012的版本建議使用rel="nofollow"來避免Pagerank的傳遞。也就是"連結不是原罪,Google也不是大神“說的,你如果怕有疑義的連結會被處罰,就在連結加上rel="nofollow"。

Google建議非自然連結加上NoFollow,以避免受到處罰,至少早在Google的10/16/2012規範就已經明文說清楚了,而我們更早在2012年四月的這篇"Google是否會區分Paid Link與Sponsor Link?“,就已經從各種來源瞭解這種變化而決定結束贊助連結(Sponsor Link)。

以下是05/27/2013的版本:

Link schemes
Your site’s ranking in Google search results is partly based on analysis of those sites that link to you. The quantity, quality, and relevance of links influences your ranking. The sites that link to you can provide context about the subject matter of your site, and can indicate its quality and popularity.

Any links intended to manipulate a site’s ranking in Google search results may be considered part of a link scheme. This includes any behavior that manipulates links to your site, or outgoing links from your site. Manipulating these links may affect the quality of our search results, and as such is a violation of Google’s Webmaster Guidelines.

The following are examples of link schemes which can negatively impact a site’s ranking in search results:

Buying or selling links that pass PageRank. This includes exchanging money for links, or posts that contain links; exchanging goods or services for links; or sending someone a “free” product in exchange for them writing about it and including a link
Excessive link exchanging (“Link to me and I’ll link to you")
Linking to web spammers or unrelated sites with the intent to manipulate PageRank
Building partner pages exclusively for the sake of cross-linking
Using automated programs or services to create links to your site
Here are a few common examples of unnatural links that violate our guidelines:

Text advertisements that pass PageRank

Links that are inserted into articles with little coherence, for example:
most people sleep at night. you can buy cheap blankets at shops. a blanket keeps you warm at night. you can also buy a wholesale heater. It produces more warmth and you can just turn it off in summer when you are going on france vacation.

Low-quality directory or bookmark site links

Links embedded in widgets that are distributed across various sites, for example:
Visitors to this page: 1,472
car insurance

Widely distributed links in the footers of various sites

Forum comments with optimized links in the post or signature, for example:
Thanks, that’s great info!
– Paul
paul’s pizza san diego pizza best pizza san diego
Note that PPC (pay-per-click) advertising links that don’t pass PageRank to the buyer of the ad do not violate our guidelines. You can prevent PageRank from passing in several ways, such as:

Adding a rel="nofollow" attribute to the <a> tag
Redirecting the links to an intermediate page that is blocked from search engines with a robots.txt file
The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself: Is this going to be beneficial for my page’s visitors?

It is not only the number of links you have pointing to your site that matters, but also the quality and relevance of those links. Creating good content pays off: Links are usually editorial votes given by choice, and the buzzing blogger community can be an excellent place to generate interest.

If you see a site that is participating in link schemes intended to manipulate PageRank, let us know. We’ll use your information to improve our algorithmic detection of such links.

將10/16/2012的版本與05/27/2013的版本內容以程式加以比較,其實文字內容是完全一模一樣的,所以2013年5月27日哪來新的規範?

 

因此不要再以訛傳訛,誤以為Google於2013/5/27才剛剛推出連結新的規範,從錯誤的來源只會得到錯誤的訊息。從錯誤的訊息去操作SEO,會讓你的網站SEO做得很辛苦。

SEO的變化非常快速,如果你在2012年早已經知道NoFollow的趨勢,你就可以比別人早一步進行策略性的調整。接收正確的SEO訊息是學習SEO最重要的第一步,如果你到了2013年5月27日以後才知道的話,當然就慢別人一大截了,甚至於可能已經做出了錯誤的決策。

[補充] 以下將Google到目前為止的連結配置規範整理如下:

以下是一些可能對網站搜尋結果排名有[負面影響]的連結機制範例:

(1)透過購買或販售連結來移轉 PageRank。這包括以金錢交換連結或張貼含連結的文章、以商品或服務交換連結、以「免費」產品為誘因,交換他人為產品撰文或附上連結。
(2)過多連結交換 (「你連結我的網站,我就連結你的網站」),或為了交叉連結而建立合作夥伴專屬網頁。
(3)充斥關鍵字錨點文字連結的大篇幅文章行銷或訪客張貼廣告活動。
(4)透過自動程式或服務來建立連至您網站的連結。

以下是一些[違反指南]的常見非自然連結範例:

(1)移轉 PageRank 的文字廣告,社論式廣告或原生廣告,其中的文章含有移轉 PageRank 的連結,並藉此收取費用。

(2)在其他網站上發佈的文章或新聞稿中安插帶有最佳化錨點文字的連結。例如:
市面上的婚戒款式繁多。如果您想舉行婚禮,那就得挑選最佳婚戒。另外,還需要買花以及婚紗

(3)品質低落的目錄或書籤網站連結。

(4)在不同網站安插含有嵌入連結的小工具,例如:
網頁訪客:1,472 人 汽車保險

(5)在不同網站的頁尾中大量安插連結。

(6)在文章或簽名檔的論壇留言中加入最佳化連結,例如:
這篇文章很棒,謝謝!
– 阿強
阿強米糕 清水阿強米糕 清水最好吃的米糕

你也可以從各種SEO案例中瞭解Google的連結規範:

從JCPenney案例研究探討如何保護企業網站?
BuildMyRank案例研究: 什麼樣的連結可能讓你的企業網站受害?
網站SEO優化案例研究 (一):什麼是不自然連結?
網站SEO優化案例研究 (二): 你應該知道的負面SEO
網站SEO優化案例研究 (三) : Interflora網站為什麼會被Google處罰?
網站SEO優化案例研究 (四) : JitBit網站誤觸了Google Penguin規範
網站SEO優化案例研究 (五) : Pinpointdesigns的故事
網站SEO優化案例研究 (六) : SAPE Links

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