網站優化 v.s 搜尋引擎優化

在資訊領域裡有許多相同的名詞都有很多不同的解釋,有些是廣義的、狹義的、通俗的、專業的 … 但是大概網站優化(WO)搜尋引擎優化(SEO)這兩個詞的錯用算是最經典的。

為了避免沒有根據的胡扯,先來看看有來源的幾個說法,這些說法是來自"What Is The Definition Of SEO?“。

這位作者Jeremy Schoemaker為了搞清楚大家的說法,特別寫信去詢問一些專家的說法 … 當然有些有回信,有些則是石沉大海 … 以下我們一一來看看:

Danny Sullivan AKA godfather of SEO:

An SEO is someone who understands how people search for information (on the web and in other ways) and ensures that they or their clients are visible in the unpaid listings that are provided. A search marketer, by the way, is someone that ensures listing in both paid and unpaid listings.

這位丹尼蘇利文算是SEO的元老級人物,他說SEO是透過了解人們如何搜尋,去確保他們客戶可以在自然搜尋中被看到

Rand Fishkin:

SEO is the combination of tactics and strategies, including, but not limited to, optimization of information architecture, usability, content focus, audience targeting, design, development, keyword research, keyword placement, link building, social media marketing and any other online or offline branding/marketing elements that support the goal of receiving more traffic from search engines.

這位 Rand創立SEOmoz,算是活躍於SEO界的新領袖人物,他說SEO是戰術與策略的組合,包含但不限於,資訊架構的最佳化、可用性、內容的專注、對準目標客戶、設計、開發、關鍵字研究、投放、連結建立、社交媒體行銷 …

Aaron Wall:

SEO is the art and science of publishing and marketing content in a way that brings significant profitable and targeted traffic to your website. As the web has grown and Google has become more sophisticated, the field of SEO has been aggressively merging with traditional marketing, with emphasis on branding, framing, story telling, user engagement, viral marketing, and public relations.

Abraham Lincoln once said “With public sentiment, nothing can fail. Without it, nothing can succeed.” That is where profitable sustainable SEO is headed.

Aaron Wall是SEObook的創辦人,也是老字號的SEO人物,他認為SEO是出版與行銷上的科技與藝術,讓你的網站導入流量並且獲利

Rebecca Kelley:

In my opinion, SEO is simply a facet of traditional marketing that focuses on the Internet medium. It involves implementing strategies and changes that make your website both search engine and user friendly — search engine friendly so that your site ranks well in search engine results for appropriate keyword searches, and user friendly so that you can provide a solid customer experience and yield high conversions.

Rebecca也是 SEOmoz的團隊成員,他認為SEO只是傳統行銷手法在網路媒體上的新方式

Darren Rowse:

How do I define SEO? Good question – there are a number of thoughts that come to mind:

1. the right answer – SEO is something that helps a website to increase it’s ranking in a search engine.

2. my ‘historical’ answer (ie what I would have answered a few years ago) – SEO is about manipulating Search Engines in order to get them to send you as much traffic as possible.

3. the ‘in practice’ answer (ie how it impacts me these days) – SEO for me these days is a combination of:

• about knowing some of the general principles that help a site or page to rank well in search engines
• building the best quality site that I can with content that meets the needs of readers (and as a result attracts links from other sites).

I guess I’ve come to learn that when you build a high quality website that SEO tends to largely look after itself.

Darren是 ProBlogger的創辦人,他認為 SEO是幫助網站能有好的搜尋排名的方式,但是他最近又多了新體認,認為SEO又能夠提升網站的品質

OK,看完了這麼多SEO名人的說法,大概你又被搞混了吧,其實這是國外對於SEO的「總體錯亂」,或者說他們口中的SEO已經不是字義上的SEO,國外對於SEO的概念其實已經把SEO當成「搜尋引擎優化」「網站優化」「可用性優化」「社交媒體優化」的大組合,反正所有可以不必付錢給搜尋引擎的作法,而可以提升網站收益的,都當成是SEO的一環

如果是要付錢的就算是SEM(Search Engine Marketing,搜尋引擎行銷)那類。

這個我們之前文章"搜尋引擎優化是門藝術? The Art of SEO“也提過。

國外這樣對於 SEO的「總體錯亂」好不好? 我們是否也不要太計較呢?

其實應該把不同的作法細分出來比較清楚: 「網站優化」、「搜尋引擎優化 」是不一樣的東西。

「搜尋引擎優化  Search Engine Optimization」最早是針對搜尋引擎進行策略的佈局,也就是完全沒有考慮「使用者」的因素,但是後來搜尋引擎演算法慢慢也開始注意使用者的使用狀況,並且會影響SERP,所以SEO慢慢變成WO(Website Optimization 網站優化),而近期的Social Media影響,又開始把社交網路佈局也加入其中 …

我們在"網路行銷 : CLOUDS與5S“,就把「搜尋引擎優化」「網站優化」「可用性優化」「社交媒體優化」的關係說明很清楚了。

所以為什麼SEO會搞得大家都霧殺殺? 其實國外的專家的「總體錯亂」要付些責任,本來很簡單的東西,搞得範圍越來越大,其實已經把那些剛入門的人搞得暈頭轉向了。

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於 網站優化 v.s 搜尋引擎優化.
  1. […] 你也可以參考這篇~網站優化 v.s 搜尋引擎優化所提到的,其實這是國外對於SEO的「總體錯亂」,或者說他們口中的SEO已經不是字義上的SEO,國外對於SEO的概念其實已經把SEO當成「搜尋引擎優化」「網站優化」「可用性優化」「社交媒體優化」的大組合,反正所有可以不必付錢給搜尋引擎的作法,而可以提升網站收益的,都當成是SEO的一環。 […]

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