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解读百度首份《搜索引擎优化指南》

08.18-2010 | coodcc | 19 Comments | 2,909 views

我们知道Google之前有发布一份“Google搜索引擎优化指南”，而近期百度也在百度创业者俱乐部发布了官方首份“百度搜索引擎优化指南”。这种官方性质的指导文档大多数情况下只是将已有的白帽搜索引擎优化规则进行整理，提高大家对网页标准化及搜索引擎友好度的关注。

但我们仍然能可以以管窥豹，看到百度的一些新动向（斜体加粗部分为原文，正文为解读）：

——————解读的分割线
百度决定提供更加公开化的白帽SEO 指南，营造更好的舆论氛围，以使SEO 行业，有更加良性的发展。

百度在开篇表示：黑帽SEO大行其道，占据了SEO主流话语权；白帽SEO 行为得到的指引不够清晰。这是搜索引擎优化行业中存在的问题，这份文档的目的正是为了解决这些问题。

越短的域名，用户的记忆成本就越低.com、.cn、.net等常见的域名后缀用户更容易记忆，一些不常见的后缀可能会让用户产生不信任感，增加用户的判断成本。

百度表示不会对非主流后缀有歧视，但常见后缀更便于赢得用户信任，更短的域名有利于用户记忆，从用户感受出发是第一要诀。

暂时无法识别Flash、图片、Javascript中的内容，这部分内容无法搜索到；仅在flash、Javascript中包含链接指向的网页，百度可能无法收录。

尽管Google正在加快这方面的进程，但是百度还是无法识别，所以在内容表现形式上要多作考虑。

网站应该有清晰的结构和明晰的导航，这能帮助用户快速从你的网站中找到自己需要的内容，也可以帮助搜索引擎快速理解网站中每一个网页所处的结构层次。

网站的内容应该是面向用户的，搜索引擎只是网站的一个普通访客，提供符合用户需求的原创内容至关重要。

蜘蛛也是用户，良好的逻辑导航不仅能让用户浏览更方便，也能让蜘蛛爬遍你网站的每一个链接。

url是动态还是静态对搜索引擎没有影响，但建议尽量减少动态url中包含的变量参数，这样即有助于减少url长度，也可以减少让搜索引擎掉入黑洞的风险。

这意味着百度已经能够很好处理动态url了，大多数情况下和静态内容没有区别，但是即便是动态url也有足够的优化空间。

我们建议在改版或者换域名时，将旧网页301永久重定向到内容对应的新网页，这样百度更容易发现这个转变，并迅速的将旧网页积累的权值传递给对应的新网页。

尽管我们并不知道百度具体的处理效率怎样，但是至少百度官方已经承认支持301永久重定向，并且这一做法能够传递权重值，当然前提是你的301要够持续够稳定。

网页的title用于告诉用户和搜索引擎这个网页的主要内容是什么，搜索引擎在判断一个网页内容权重时，title是主要参考信息之一。

Meta description不是权值计算的参考因素，这个标签存在与否不影响网页权值，只会用做搜索结果摘要的一个选择目标。

这句话的意思是，Title很重要，description只是用来显示摘要。

用户浏览通常是从左到右的，重要的内容应该放到title的靠前的位置。

这句话的意思是“我是导航站 – 好123”这样的Title写法是不友好的，应该将内容的主要内容尽量靠前。

Web2.0类型的网站，应该充分利用自己的优势，让用户通过投票、评论等手段自己去判断资源的质量，这些对质量的判断，也可能会被搜索引擎用来判断资源的价值。

管理好web2.0等用户产生内容的产品，如果被作弊者利用，可能会影响整个站点的权重。

这是不是意味着百度已经能够阅读这部分数字了，例如多少人评论、多少人支持？搜索引擎看来也开始引入社会化因素。另外WEB2.0网站的用户发表内容，也会影响整站权重。

任何损害用户利益和搜索引擎结果质量的行为，都会受到搜索引擎的惩罚：对用户体验及搜索结果质量影响不大的，去除作弊部分获得的权值；对用户体验及搜索结果质量影响严重的，去除作弊部分获得的权值并降低网站的权重，直至从搜索结果中彻底清理掉。

惩罚不是目的，让互联网洁净才是目的。取消作弊行为的网站，百度都持欢迎态度。我们有完善的流程，会定期自动对作弊网站进行检测，大部分修正了作弊行为的网站，会在一定的观察期满后自动解除惩罚。

惩罚是分等级的，恢复是有希望的，不知道后续会不会推出重新审核功能。

百度的商业推广和自然搜索，是由完全独立的两个部门分别运营两套独立系统，参加商业推广的网站，在自然结果中一视同仁，没有任何特殊处理。

这个保留，即便这是假话，在赚够钱未来还是可以朝好的方向前进的。

——————结束的分割线——————

百度在尝试着越来越开放和透明，站长平台也将会在一段时间后开放（类似Google站长管理员工具），希望再接再厉改进搜索质量，提高用户体验。

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    19 条评论

    1. 阅网博客 说：
      2010年08月19日于01:59

      :???: :???: 有些东西是百度需要改进的

    2. 奶牛 说：
      2010年08月19日于15:20

      奶牛也看了那个，感觉也还蛮不错的，比如其中那些惩罚，也对baidu有了些了解~~~

    3. 亿品元素 说：
      2010年08月31日于16:06

      你的文字好粗一个啊！ :o

    4. 淘宝快递员 说：
      2010年10月9日于02:30

      过来学习学习，欢迎回访！

    5. jidiaoWang 说：
      2010年11月4日于09:52

      百度搜索引擎指南可以为广大站长们提供一个好的方向！

    6. jidiaoWang 说：
      2010年11月4日于09:52

      :twisted:

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