Back to Details

seo

Compare original and translation side by side

🇺🇸

Original

English
🇨🇳

Translation

Chinese

SEO optimization

SEO优化

Search engine optimization based on Lighthouse SEO audits and Google Search guidelines. Focus on technical SEO, on-page optimization, and structured data.
基于Lighthouse SEO审计和Google搜索指南的搜索引擎优化。专注于技术SEO、页面内优化和结构化数据。

SEO fundamentals

SEO基础

Search ranking factors (approximate influence):
FactorInfluenceThis Skill
Content quality & relevance~40%Partial (structure)
Backlinks & authority~25%✗
Technical SEO~15%✓
Page experience (Core Web Vitals)~10%See Core Web Vitals
On-page SEO~10%✓
搜索排名因素（大致影响占比）：
因素影响占比本技能覆盖情况
内容质量与相关性~40%部分覆盖（结构层面）
反向链接与权威性~25%✗
技术SEO~15%✓
页面体验（Core Web Vitals）~10%查看Core Web Vitals
页面内SEO~10%✓

Technical SEO

技术SEO

Crawlability

可抓取性

robots.txt:
text
undefined
robots.txt:
text
undefined

/robots.txt

/robots.txt

User-agent: * Allow: /
User-agent: * Allow: /

Block admin/private areas

Block admin/private areas

Disallow: /admin/ Disallow: /api/ Disallow: /private/
Disallow: /admin/ Disallow: /api/ Disallow: /private/

Don't block resources needed for rendering

Don't block resources needed for rendering

❌ Disallow: /static/

❌ Disallow: /static/

Sitemap: https://example.com/sitemap.xml

**Meta robots:**
```html
<!-- Default: indexable, followable -->
<meta name="robots" content="index, follow">

<!-- Noindex specific pages -->
<meta name="robots" content="noindex, nofollow">

<!-- Indexable but don't follow links -->
<meta name="robots" content="index, nofollow">

<!-- Control snippets -->
<meta name="robots" content="max-snippet:150, max-image-preview:large">
Canonical URLs:
html
<!-- Prevent duplicate content issues -->
<link rel="canonical" href="https://example.com/page">

<!-- Self-referencing canonical (recommended) -->
<link rel="canonical" href="https://example.com/current-page">

<!-- For paginated content -->
<link rel="canonical" href="https://example.com/products">
<!-- Or use rel="prev" / rel="next" for explicit pagination -->
Sitemap: https://example.com/sitemap.xml

**Meta robots:**
```html
<!-- Default: indexable, followable -->
<meta name="robots" content="index, follow">

<!-- Noindex specific pages -->
<meta name="robots" content="noindex, nofollow">

<!-- Indexable but don't follow links -->
<meta name="robots" content="index, nofollow">

<!-- Control snippets -->
<meta name="robots" content="max-snippet:150, max-image-preview:large">
规范网址（Canonical URLs）：
html
<!-- Prevent duplicate content issues -->
<link rel="canonical" href="https://example.com/page">

<!-- Self-referencing canonical (recommended) -->
<link rel="canonical" href="https://example.com/current-page">

<!-- For paginated content -->
<link rel="canonical" href="https://example.com/products">
<!-- Or use rel="prev" / rel="next" for explicit pagination -->

XML sitemap

XML站点地图

xml
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>https://example.com/</loc>
    <lastmod>2024-01-15</lastmod>
    <changefreq>daily</changefreq>
    <priority>1.0</priority>
  </url>
  <url>
    <loc>https://example.com/products</loc>
    <lastmod>2024-01-14</lastmod>
    <changefreq>weekly</changefreq>
    <priority>0.8</priority>
  </url>
</urlset>
Sitemap best practices:
  • Maximum 50,000 URLs or 50MB per sitemap
  • Use sitemap index for larger sites
  • Include only canonical, indexable URLs
  • Update 
    lastmod
    when content changes
  • Submit to Google Search Console
xml
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>https://example.com/</loc>
    <lastmod>2024-01-15</lastmod>
    <changefreq>daily</changefreq>
    <priority>1.0</priority>
  </url>
  <url>
    <loc>https://example.com/products</loc>
    <lastmod>2024-01-14</lastmod>
    <changefreq>weekly</changefreq>
    <priority>0.8</priority>
  </url>
</urlset>
站点地图最佳实践：
  • 每个站点地图最多包含50,000个URL或50MB大小
  • 大型站点使用站点地图索引文件
  • 仅包含规范的、可被索引的URL
  • 内容更新时更新
    lastmod
    字段
  • 提交至Google Search Console

URL structure

URL结构

✅ Good URLs:
https://example.com/products/blue-widget
https://example.com/blog/how-to-use-widgets

❌ Poor URLs:
https://example.com/p?id=12345
https://example.com/products/item/category/subcategory/blue-widget-2024-sale-discount
URL guidelines:
  • Use hyphens, not underscores
  • Lowercase only
  • Keep short (< 75 characters)
  • Include target keywords naturally
  • Avoid parameters when possible
  • Use HTTPS always
✅ 优质URL：
https://example.com/products/blue-widget
https://example.com/blog/how-to-use-widgets

❌ 劣质URL：
https://example.com/p?id=12345
https://example.com/products/item/category/subcategory/blue-widget-2024-sale-discount
URL指南：
  • 使用连字符，不要使用下划线
  • 全部使用小写
  • 保持简短（少于75个字符）
  • 自然融入目标关键词
  • 尽可能避免使用参数
  • 始终使用HTTPS

HTTPS & security

HTTPS与安全性

html
<!-- Ensure all resources use HTTPS -->
<img src="https://example.com/image.jpg">

<!-- Not: -->
<img src="http://example.com/image.jpg">
Security headers for SEO trust signals:
Strict-Transport-Security: max-age=31536000; includeSubDomains
X-Content-Type-Options: nosniff
X-Frame-Options: DENY
html
<!-- Ensure all resources use HTTPS -->
<img src="https://example.com/image.jpg">

<!-- Not: -->
<img src="http://example.com/image.jpg">
用于SEO信任信号的安全头：
Strict-Transport-Security: max-age=31536000; includeSubDomains
X-Content-Type-Options: nosniff
X-Frame-Options: DENY

On-page SEO

页面内SEO

Title tags

标题标签

html
<!-- ❌ Missing or generic -->
<title>Page</title>
<title>Home</title>

<!-- ✅ Descriptive with primary keyword -->
<title>Blue Widgets for Sale | Premium Quality | Example Store</title>
Title tag guidelines:
  • 50-60 characters (Google truncates ~60)
  • Primary keyword near the beginning
  • Unique for every page
  • Brand name at end (unless homepage)
  • Action-oriented when appropriate
html
<!-- ❌ Missing or generic -->
<title>Page</title>
<title>Home</title>

<!-- ✅ Descriptive with primary keyword -->
<title>Blue Widgets for Sale | Premium Quality | Example Store</title>
标题标签指南：
  • 50-60个字符（Google会截断约60个字符）
  • 目标关键词尽量放在开头
  • 每个页面的标题唯一
  • 品牌名称放在末尾（首页除外）
  • 适当使用行动导向的表述

Meta descriptions

元描述

html
<!-- ❌ Missing or duplicate -->
<meta name="description" content="">

<!-- ✅ Compelling and unique -->
<meta name="description" content="Shop premium blue widgets with free shipping. 30-day returns. Rated 4.9/5 by 10,000+ customers. Order today and save 20%.">
Meta description guidelines:
  • 150-160 characters
  • Include primary keyword naturally
  • Compelling call-to-action
  • Unique for every page
  • Matches page content
html
<!-- ❌ Missing or duplicate -->
<meta name="description" content="">

<!-- ✅ Compelling and unique -->
<meta name="description" content="Shop premium blue widgets with free shipping. 30-day returns. Rated 4.9/5 by 10,000+ customers. Order today and save 20%.">
元描述指南：
  • 150-160个字符
  • 自然融入目标关键词
  • 具有吸引力的行动号召
  • 每个页面的元描述唯一
  • 与页面内容匹配

Heading structure

标题层级结构

html
<!-- ❌ Poor structure -->
<h2>Welcome to Our Store</h2>
<h4>Products</h4>
<h1>Contact Us</h1>

<!-- ✅ Proper hierarchy -->
<h1>Blue Widgets - Premium Quality</h1>
  <h2>Product Features</h2>
    <h3>Durability</h3>
    <h3>Design</h3>
  <h2>Customer Reviews</h2>
  <h2>Pricing</h2>
Heading guidelines:
  • Single 
    <h1>
    per page (the main topic)
  • Logical hierarchy (don't skip levels)
  • Include keywords naturally
  • Descriptive, not generic
html
<!-- ❌ Poor structure -->
<h2>Welcome to Our Store</h2>
<h4>Products</h4>
<h1>Contact Us</h1>

<!-- ✅ Proper hierarchy -->
<h1>Blue Widgets - Premium Quality</h1>
  <h2>Product Features</h2>
    <h3>Durability</h3>
    <h3>Design</h3>
  <h2>Customer Reviews</h2>
  <h2>Pricing</h2>
标题层级指南：
  • 每个页面仅使用一个
    <h1>
    标签（代表主要主题）
  • 遵循逻辑层级（不要跳过层级）
  • 自然融入关键词
  • 描述性强，避免过于通用

Image SEO

图片SEO

html
<!-- ❌ Poor image SEO -->
<img src="IMG_12345.jpg">

<!-- ✅ Optimized image -->
<img src="blue-widget-product-photo.webp"
     alt="Blue widget with chrome finish, side view showing control panel"
     width="800"
     height="600"
     loading="lazy">
Image guidelines:
  • Descriptive filenames with keywords
  • Alt text describes the image content
  • Compressed and properly sized
  • WebP/AVIF with fallbacks
  • Lazy load below-fold images
html
<!-- ❌ Poor image SEO -->
<img src="IMG_12345.jpg">

<!-- ✅ Optimized image -->
<img src="blue-widget-product-photo.webp"
     alt="Blue widget with chrome finish, side view showing control panel"
     width="800"
     height="600"
     loading="lazy">
图片指南：
  • 使用包含关键词的描述性文件名
  • Alt文本描述图片内容
  • 压缩并调整至合适尺寸
  • 使用WebP/AVIF格式并提供降级备选
  • 对首屏以下的图片启用懒加载

Internal linking

内部链接

html
<!-- ❌ Non-descriptive -->
<a href="/products">Click here</a>
<a href="/widgets">Read more</a>

<!-- ✅ Descriptive anchor text -->
<a href="/products/blue-widgets">Browse our blue widget collection</a>
<a href="/guides/widget-maintenance">Learn how to maintain your widgets</a>
Linking guidelines:
  • Descriptive anchor text with keywords
  • Link to relevant internal pages
  • Reasonable number of links per page
  • Fix broken links promptly
  • Use breadcrumbs for hierarchy
html
<!-- ❌ Non-descriptive -->
<a href="/products">Click here</a>
<a href="/widgets">Read more</a>

<!-- ✅ Descriptive anchor text -->
<a href="/products/blue-widgets">Browse our blue widget collection</a>
<a href="/guides/widget-maintenance">Learn how to maintain your widgets</a>
链接指南：
  • 使用包含关键词的描述性锚文本
  • 链接到相关的内部页面
  • 每页链接数量合理
  • 及时修复失效链接
  • 使用面包屑导航体现层级

Structured data (JSON-LD)

结构化数据（JSON-LD）

Organization

组织信息

html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Company",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://twitter.com/example",
    "https://linkedin.com/company/example"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-123-4567",
    "contactType": "customer service"
  }
}
</script>
html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Company",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://twitter.com/example",
    "https://linkedin.com/company/example"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-123-4567",
    "contactType": "customer service"
  }
}
</script>

Article

文章

html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Choose the Right Widget",
  "description": "Complete guide to selecting widgets for your needs.",
  "image": "https://example.com/article-image.jpg",
  "author": {
    "@type": "Person",
    "name": "Jane Smith",
    "url": "https://example.com/authors/jane-smith"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Blog",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "datePublished": "2024-01-15",
  "dateModified": "2024-01-20"
}
</script>
html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Choose the Right Widget",
  "description": "Complete guide to selecting widgets for your needs.",
  "image": "https://example.com/article-image.jpg",
  "author": {
    "@type": "Person",
    "name": "Jane Smith",
    "url": "https://example.com/authors/jane-smith"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Blog",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "datePublished": "2024-01-15",
  "dateModified": "2024-01-20"
}
</script>

Product

产品

html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Blue Widget Pro",
  "image": "https://example.com/blue-widget.jpg",
  "description": "Premium blue widget with advanced features.",
  "brand": {
    "@type": "Brand",
    "name": "WidgetCo"
  },
  "offers": {
    "@type": "Offer",
    "price": "49.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "url": "https://example.com/products/blue-widget"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "1250"
  }
}
</script>
html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Blue Widget Pro",
  "image": "https://example.com/blue-widget.jpg",
  "description": "Premium blue widget with advanced features.",
  "brand": {
    "@type": "Brand",
    "name": "WidgetCo"
  },
  "offers": {
    "@type": "Offer",
    "price": "49.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "url": "https://example.com/products/blue-widget"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "1250"
  }
}
</script>

FAQ

FAQ

html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What colors are available?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Our widgets come in blue, red, and green."
      }
    },
    {
      "@type": "Question",
      "name": "What is the warranty?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "All widgets include a 2-year warranty."
      }
    }
  ]
}
</script>
html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What colors are available?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Our widgets come in blue, red, and green."
      }
    },
    {
      "@type": "Question",
      "name": "What is the warranty?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "All widgets include a 2-year warranty."
      }
    }
  ]
}
</script>

Breadcrumbs

面包屑

html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Products",
      "item": "https://example.com/products"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Blue Widgets",
      "item": "https://example.com/products/blue-widgets"
    }
  ]
}
</script>
html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Products",
      "item": "https://example.com/products"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Blue Widgets",
      "item": "https://example.com/products/blue-widgets"
    }
  ]
}
</script>

Validation

验证

Test structured data at:
在以下平台测试结构化数据：

Mobile SEO

移动端SEO

Responsive design

响应式设计

html
<!-- ❌ Not mobile-friendly -->
<meta name="viewport" content="width=1024">

<!-- ✅ Responsive viewport -->
<meta name="viewport" content="width=device-width, initial-scale=1">
html
<!-- ❌ Not mobile-friendly -->
<meta name="viewport" content="width=1024">

<!-- ✅ Responsive viewport -->
<meta name="viewport" content="width=device-width, initial-scale=1">

Tap targets

点击目标

css
/* ❌ Too small for mobile */
.small-link {
  padding: 4px;
  font-size: 12px;
}

/* ✅ Adequate tap target */
.mobile-friendly-link {
  padding: 12px;
  font-size: 16px;
  min-height: 48px;
  min-width: 48px;
}
css
/* ❌ Too small for mobile */
.small-link {
  padding: 4px;
  font-size: 12px;
}

/* ✅ Adequate tap target */
.mobile-friendly-link {
  padding: 12px;
  font-size: 16px;
  min-height: 48px;
  min-width: 48px;
}

Font sizes

字体大小

css
/* ❌ Too small on mobile */
body {
  font-size: 10px;
}

/* ✅ Readable without zooming */
body {
  font-size: 16px;
  line-height: 1.5;
}
css
/* ❌ Too small on mobile */
body {
  font-size: 10px;
}

/* ✅ Readable without zooming */
body {
  font-size: 16px;
  line-height: 1.5;
}

International SEO

国际SEO

Hreflang tags

Hreflang标签

html
<!-- For multi-language sites -->
<link rel="alternate" hreflang="en" href="https://example.com/page">
<link rel="alternate" hreflang="es" href="https://example.com/es/page">
<link rel="alternate" hreflang="fr" href="https://example.com/fr/page">
<link rel="alternate" hreflang="x-default" href="https://example.com/page">
html
<!-- For multi-language sites -->
<link rel="alternate" hreflang="en" href="https://example.com/page">
<link rel="alternate" hreflang="es" href="https://example.com/es/page">
<link rel="alternate" hreflang="fr" href="https://example.com/fr/page">
<link rel="alternate" hreflang="x-default" href="https://example.com/page">

Language declaration

语言声明

html
<html lang="en">
<!-- or -->
<html lang="es-MX">
html
<html lang="en">
<!-- or -->
<html lang="es-MX">

SEO audit checklist

SEO审计清单

Critical

关键项

  • HTTPS enabled
  • robots.txt allows crawling
  • No 
    noindex
    on important pages
  • Title tags present and unique
  • Single 
    <h1>
    per page
  • 启用HTTPS
  • robots.txt允许抓取
  • 重要页面未设置
    noindex
  • 标题标签存在且唯一
  • 每页仅使用一个
    <h1>
    标签

High priority

高优先级

  • Meta descriptions present
  • Sitemap submitted
  • Canonical URLs set
  • Mobile-responsive
  • Core Web Vitals passing
  • 元描述存在
  • 站点地图已提交
  • 规范网址已设置
  • 支持移动端响应式
  • Core Web Vitals达标

Medium priority

中优先级

  • Structured data implemented
  • Internal linking strategy
  • Image alt text
  • Descriptive URLs
  • Breadcrumb navigation
  • 已实现结构化数据
  • 内部链接策略
  • 图片Alt文本
  • 描述性URL
  • 面包屑导航

Ongoing

持续优化项

  • Fix crawl errors in Search Console
  • Update sitemap when content changes
  • Monitor ranking changes
  • Check for broken links
  • Review Search Console insights
  • 在Search Console中修复抓取错误
  • 内容更新时更新站点地图
  • 监控排名变化
  • 检查失效链接
  • 查看Search Console洞察报告

Tools

工具

ToolUse
Google Search ConsoleMonitor indexing, fix issues
Google PageSpeed InsightsPerformance + Core Web Vitals
Rich Results TestValidate structured data
LighthouseFull SEO audit
Screaming FrogCrawl analysis
工具用途
Google Search Console监控索引状态，修复问题
Google PageSpeed Insights性能检测 + Core Web Vitals分析
Rich Results Test验证结构化数据
Lighthouse完整SEO审计
Screaming Frog抓取分析

References

参考资料