seo

SEO 优化

基于 Lighthouse SEO 审计和 Google 搜索指南的搜索引擎优化。重点关注技术 SEO、页面优化和结构化数据。

SEO 基础

搜索排名因素（大致影响）：

因素	影响	本 Skill
内容质量与相关性	~40%	部分（结构）
反向链接与权威性	~25%	✗
技术 SEO	~15%	✓
页面体验（Core Web Vitals）	~10%	参见 Core Web Vitals
页面 SEO	~10%	✓

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技术 SEO

可抓取性

robots.txt：

# /robots.txt
User-agent: *
Allow: /

# Block admin/private areas
Disallow: /admin/
Disallow: /api/
Disallow: /private/

# Don't block resources needed for rendering
# ❌ Disallow: /static/

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

Meta robots：

<meta name="robots" content="index, follow">


<meta name="robots" content="noindex, nofollow">


<meta name="robots" content="index, nofollow">


<meta name="robots" content="max-snippet:150, max-image-preview:large">

规范 URL：

<link rel="canonical" href="https://example.com/page">


<link rel="canonical" href="https://example.com/current-page">


<link rel="canonical" href="https://example.com/products">

XML 站点地图

<?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 50,000 个 URL 或 50MB
• 对于更大的网站使用站点地图索引
• 仅包含规范的、可索引的 URL
• 内容变更时更新 lastmod
• 提交到 Google Search Console

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 指南：

• 使用连字符，而不是下划线
• 仅使用小写
• 保持简短（< 75 个字符）
• 自然地包含目标关键词
• 尽可能避免参数
• 始终使用 HTTPS

HTTPS 与安全

<img src="https://example.com/image.jpg">


<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

---

页面 SEO

标题标签

<title>Page</title>
<title>Home</title>


<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）
• 主要关键词靠近开头
• 每个页面唯一
• 品牌名称放在末尾（除非是首页）
• 适当时使用行动导向

Meta 描述

<meta name="description" content="">


<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 描述指南：

• 150-160 个字符
• 自然地包含主要关键词
• 有吸引力的行动号召
• 每个页面唯一
• 与页面内容匹配

标题结构

<h2>Welcome to Our Store</h2>
<h4>Products</h4>
<h1>Contact Us</h1>


<h1>Blue Widgets - Premium Quality</h1>
  <h2>Product Features</h2>
    <h3>Durability</h3>
    <h3>Design</h3>
  <h2>Customer Reviews</h2>
  <h2>Pricing</h2>

标题指南：

• 每个页面一个 <h1>（主要主题）
• 逻辑层次（不要跳过层级）
• 自然地包含关键词
• 具有描述性，而不是泛泛而谈

图片 SEO

<img src="IMG_12345.jpg">


<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：

• 具有描述性且包含关键词的文件名
• Alt 文本描述图片内容
• 压缩并调整到适当尺寸
• 使用 WebP/AVIF 并提供回退
• 对首屏以下的图片进行懒加载

内部链接

<a href="/products">Click here</a>
<a href="/widgets">Read more</a>


<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：

• 包含关键词的描述性锚文本
• 链接到相关的内部页面
• 每个页面的链接数量合理
• 及时修复失效链接
• 使用面包屑导航体现层次

---

结构化数据（JSON-LD）

Organization

<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

<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

<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

<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

<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>

验证

在以下位置测试结构化数据：

• Google Rich Results Test
• Schema.org Validator

---

移动端 SEO

响应式设计

<meta name="viewport" content="width=1024">


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

点击目标

/* ❌ 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;
}

字体大小

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

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

---

国际化 SEO

Hreflang 标签

<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">

语言声明

<html lang="en">

<html lang="es-MX">

---

SEO 审计清单

关键

• 已启用 HTTPS
• robots.txt 允许抓取
• 重要页面上没有 noindex
• 标题标签存在且唯一
• 每个页面一个 <h1>

高优先级

• Meta 描述存在
• 已提交站点地图
• 已设置规范 URL
• 移动端响应式
• Core Web Vitals 通过

中优先级

• 已实现结构化数据
• 内部链接策略
• 图片 Alt 文本
• 具有描述性的 URL
• 面包屑导航

持续进行

• 修复 Search Console 中的抓取错误
• 内容变更时更新站点地图
• 监控排名变化
• 检查失效链接
• 查看 Search Console 洞察

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工具

工具	用途
Google Search Console	监控索引、修复问题
Google PageSpeed Insights	性能 + Core Web Vitals
Rich Results Test	验证结构化数据
Lighthouse	完整 SEO 审计
Screaming Frog	抓取分析

References

• Google Search Central
• Schema.org
• Core Web Vitals
• Web Quality Audit