在茫茫網海中如何讓網友找到自己的網站,大家想到一定是如Yahoo奇摩、Google等大型入口網站,入口網站一般可以分為兩類,一種屬於目錄式;另一種則是搜尋引擎式。目錄式的入口網站需要站長自己去登錄網站的資料,將來網友就可以依據目錄的分類找到網站的資料。搜尋引擎式的則是由搜尋引擎程式(稱為 spider, robot, crawler)自動造訪所有的網站,也就是說站長不必登錄你的網站資料,搜尋引擎自動就會收錄你網站的資料,將來網友就可以透過關鍵字的查詢,找到網站的資料。由於搜尋引擎只要輸入關鍵字就可以查詢到相關的網站資料,使用上比目錄式的查法方便,因此漸漸成為網友尋找網站的主要方法,因此除了Google之外,連Yahoo及微軟(MSN)也陸續投入開發自己的搜尋引擎技術,都想掌握網友遨遊浩瀚網際網路的起點。
因此,方便搜尋引擎察訪收入自己的網站,可以讓網友在搜尋引擎網站查詢時,更容易找到自己的網站。要達到這個目的,就要讓網頁設計儘量符合搜尋引擎程式的特性,而所謂搜尋引擎最佳化(Search Engine Optimization, 簡稱 SEO),是指針對搜尋引擎的搜錄程式的特性,設計網頁的相關格式,讓網頁的資料易於被搜尋引擎搜錄。
搜尋引擎到你的網站做什麼?
搜尋引擎的造訪所使用的技術跟一般瀏覽器類似,只是它的重點與一般網友使用瀏覽器瀏覽網站不同。搜尋引擎最主要的目的是要建立關於網站的索引資料,而目前的索引資料都是文字資料,包含Google所提供的圖片搜尋也是依據文字的關鍵字來尋找,因此搜尋引擎程式對於圖片或動畫是不感興趣的,最糟糕的是純粹flash動畫的網站,將有可能造成搜尋引擎程式不得其門而入的問題,也就是說網友無法從搜尋引擎的入口網站找到該動畫網站的資料了。
而網際網路上的網站那麼多,搜尋引擎若要一一造訪,勢必要有很好的時間安排策略,才能儘快收錄大部分的網站資料,因此太長的網頁內容對它來講會浪費太多時間,在這次造訪沒有收錄到的資料,就只能留待下次了,簡短精要的網頁將會是搜尋引擎程式的最愛,這樣也有助於網站的內容儘快被搜尋引擎收錄完整。至於搜尋引擎要多久才會造訪你的網站一次?依據作者的經驗是,曾經在上午建置好一個網站對外公開,到下午就在搜尋引擎網站找到新站的資料了。作者也曾經利用程式追蹤過Google搜尋引擎程式到網站的造訪記錄,在半個月內就有500多筆的記錄,每天都有20到30幾次的造訪記錄,而且其中也記錄到Google造訪的來源IP位置有49個,也就是說Google可能有49部電腦在搜尋網路世界的各個網站。
參考作者追蹤的搜尋引擎程式造訪記錄,共514筆記錄
另外也有網友發覺分享別人網域名稱的網站,比如說使用一些免費網址的服務,要花比較久的時間才會被搜尋引擎收錄,我想可能的原因是:這些網址是在免費網址服務網域名稱的次網域,被搜尋引擎認定是跟免費網址服務網域同一個單位,而同樣屬於這個單位的網址一定很多(登錄使用免費網址的網站數量很多),跟前述太長的網頁內容類似,搜尋引擎不可能一次收錄同一個單位的所有網頁,也要花比較多次才能收錄同一單位的所有網頁資料,因此使用分享網域名稱的網站被搜尋引擎收錄就要花比較多的時間。這樣的策略也是合理的,不然網路上那麼多的網站,萬一被一些大堆頭的網站(網頁特別多的)佔用所有的時間,那對其他網站也不公平。
接下來我們看看有什麼策略可以方便搜尋引擎造訪收錄,做到搜尋引擎最佳化SEO:
設定標籤<br />
搜尋引擎對搜錄網頁主題判斷的一個重要來源就是<title>標籤內容,該內容也會顯示在瀏覽器視窗標題的左上角,倘若只是單純設定網站的名稱就喪失表達網頁主題的大好機會,因此較佳的策略是除了網站名稱之外,也把你希望搜尋引擎收錄網站的主題列在<title>標籤內容之中。<br />
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建立<META>標籤<br />
利用<META>標籤來做網頁描述及關鍵說明是最直接的方法,也是搜尋引擎程式建立搜錄網頁資料的主要參考。<META>是HTML語法的標籤,包含許\多設定參數,其中跟搜尋引擎比較有關係的就是keywords跟description。 keywords是指該網頁的關鍵字,也就是建議搜尋引擎把這些關鍵字建立成這個網站的索引,將來提供網友用這些關鍵字來查詢網站。而description則是網站的描述,等於是這個網站的簡介,搜尋引擎也會依此資料來判定將來搜尋網站的關鍵字。<br />
網路上有一些網站有提供<META>標籤分析的免費服務,可以分析網站的相關資料,也提供網站改進的建議,下列是作者整理的兩個網頁分析網站,在下面的欄位填入網址資料,按下進行分析按鈕,就可以送出網址做網頁分析。其中第一個的執行速度比較快;第二個分析雖然比較花時間,但可以設定你的主要關鍵字,分析結果中會增加檢查這個主要關鍵字是否有設定到網頁之中。倘若你有使用中文的關鍵字或網頁內容,記得在觀看分析結果頁面時,點選 檢視 -> 編碼 設定瀏覽器使用繁體中文顯示資料。<br />
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網頁內文的調整<br />
你的網頁內文呈現出什麼內容,是搜尋引擎判斷該網頁主題的重要依據,有的搜尋引擎會用網頁內文來檢驗關鍵字的設定是否正確,比如說你用<META>標籤設定了\"旅遊休閒\"做為網頁的關鍵字,結果在你網頁內文卻找不到任何跟\"旅遊休閒\"有關的字眼,搜尋引擎便會認為你是在假造網頁關鍵字,它當然不會把這種文不對題的網頁推薦給網友囉(並不是不收錄該網站,只是不以你指定的關鍵字做索引)。甚至有的搜尋引擎根本不理會你設定在<META>標籤的關鍵字,它直接以網頁內文做為關鍵字的分析依據,也就是直接看內文哪些字眼出現頻率最高,就用這些字眼做為該網頁的索引關鍵字。<br />
內文中有些特殊的HTML標籤會增加這些字成為關鍵字的機會,因為會用這些標籤的本來就是網頁內容的重點,其中包含主題標籤<H1>..<H6>,圖形標籤<IMG>中的ALT文字敘述,超連結標籤<A>中的連結文字等等。善用這些標籤可以讓網頁內文的呈現符合你的關鍵字設定,也就可以改善搜尋引擎收錄後的搜尋排行。<br />
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增進搜尋引擎造訪效率<br />
網頁上有一些互動式的操作,比如說購物車購買商品或結帳的操作,並不適合搜尋引擎程式造訪,因為這些網頁被搜尋引擎收錄了也沒有用,或許\你認為就算被收錄了也無所謂,但如同前面所提到的,搜尋引擎可能必須分幾次造訪才能收錄你所有的網頁,實在不應該浪費在這些互動操作的頁面,所以如果可以在搜尋引擎造訪你網站時,明白區隔出讓搜尋引擎造訪以及給一般網友瀏覽的連結,將可以提昇搜尋引擎造訪的效率。<br />
建立你網站的robots.txt,可以達到上述的目的,robots.txt放置於網站的根目錄,大部分的搜尋引擎程式造訪網站時都會先讀取這個檔案,先了解哪些資料夾及檔案不開放給搜尋引擎造訪的。關於robots.txt的設定語法請參考Yahoo奇摩搜尋引擎說明或者Google搜尋引擎說明。<br />
增加效率更進一步的做法則是主動導引搜尋引擎程式瀏覽你的網站,如何做到這點呢?建立網站地圖(site map)便可以達到這樣的目的,網站地圖是用單純的列表或樹狀結構呈現出整個網站的連結,很多大型的網站都會設置網站地圖,提供網友了解網站所有頁面的連結,方便網友找到所要的資訊,這樣的設置同時也可以提供給搜尋引擎參考,目前Google也正在實行一個測試計劃,讓網站主動提供標準格式的網站地圖,以增進搜尋引擎程式的效率。<br />
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如何 SEO <a href="http://www.2helpyoursite.com/blog/?m=200601" target=j2h>http://www.2helpyoursite.com/blog/?m=200601</a><br />
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