什麼是 SEO? 多達 40 位權威專家完整定義

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SEO (Search Engine Optimization) 代表搜尋引擎優化,而對於大部分的人來說, SEO 能為他們帶來:

  • 在 Google SERP 上得到排名第一名的好處
  • 在 Google 搜尋引擎當中獲得大量的免費流量
  • 獲得更多的銷售與利潤!

對於許多新手來說,在還沒完全搞懂 SEO 之前,可能就已經不小心誤入歧途或是覺得太艱深困難而放棄了。SEO 的技術從白帽黑帽灰帽反向連結內容優化…等等,太多太多需要學習了。

而這不僅僅是對於新手來說很困難,對於經驗豐富的行銷人員來說更是一種挑戰。由於 Google 演算法的更動非常的快速,因此對於一個變化如此快速的技術,行銷人員必須要不斷學習才能跟上腳步。這次 Google 的更新是哪些?下一個 Google 演算法更新的因素是什麼?該用哪些新的技巧與策略來執行…等等。

最終我們每天都會在深夜當中捫心自問:

到底什麼是 SEO,我在做的事情是真的有效的嗎?

參考專家的意見吧!

如果你還不了解 Whoops SEO,我們提供了 SEO 教學,網站當中提供了許多免費的 SEO 知識與資訊,這些寶貴的教學資源是我們提供優秀的搜尋引擎服務的一種自信。

Google 演算法更新如此快速,比起你一個人去摸索,不如參考眾多 SEO 大神的專業意見,你肯定能從其中找到適合自己的見解,因此我們今天統整了許多 SEO 專家們的意見,讓各位專家來告訴你「什麼是 SEO?」。

統整 40 多個專家意見後,可分成以下三大類:

  • 專注於網站與搜尋引擎
  • 專注於使用者
  • 專注於網路行銷策略

讓我們來看看每位專家的不同見解吧!

1. SEO 是為了搜尋引擎而優化網站

從搜尋引擎問世以來至今 2019 年也有 30 年左右了,但是網路當中所討論的 SEO 大多仍然都是停留在以往的傳統 SEO 優化,因此在這幾年搜尋引擎演算法不斷更迭之後,才會不斷聽到大量的人在說「搜尋引擎優化已死」。

不過,真正滅亡的並不是優化本身,而是過時的優化方式。

如今最新的優化方式已截然不同,透過搜尋引擎演算法的優化,我們的 SEO 優化方式也得不斷升級,最終的目的都一樣:在搜尋結果(SERP)當中獲得更高的排名。

SEO is the process of getting content to be crawled, indexed and ranked well in Google and other search engines.

Barry Schwartz, CEO RustyBrick

RustyBrick 的創辦人 Barry Schwartz 認為,SEO 是在 Google 與其他搜尋引擎當中,讓內容被抓取、索引和得到更好的排名當中的過程。

Mass user acquisition via search engines.

Nick Eubanks, Founder and CEO From the Future

From the Future 的創辦人 Nick Eubanks 認為,SEO 就是透過搜尋引擎來獲得龐大的客戶。

SEO is the practice of positioning websites for higher visibility in search engines. When done correctly through best practices, testing, and hard effort, it typically works. Sometimes it causes headaches. May lead to industry friendships and a life‐long love affair with all things search.

Cyrus Shepard, Founder Zyppy SEO

Zyppy SEO 的創辦人 Cyrus Shepard 認為,SEO 是實踐網站定位以提高網站在搜尋引擎中的能見度,通過最佳的實踐、測試和努力工作,在正常的情況之下是可以成功的提升排名。

SEO is the act of optimizing information for increased visibility on search engines.

This isn’t specific to a type of search engine, type of content, or even a website. If someone needs to find information online and someone else wants to appear for that search then SEO is the act of helping the content creator reach the searcher.

Along the way SEO touches on lots of other disciplines, but this is the simplest explanation. We identify what someone is looking for and work to appear for that query.

Rhea Drysdale Outspoken Media

Outspoken Media 的 Rhea Drysdale 認為,SEO 是為了增加在搜尋引擎的能見度而進行資訊優化的行為。

這並不特定於某一種搜尋引擎、內容類型或是網站,當有人在網路上搜尋某一個關鍵字且其他人想要這個關鍵字被看見時,SEO 就是幫助內容創造者能夠接觸到相對應的搜尋者的行為。

SEO 一路上牽涉了許多領域的專業,但最簡單的解釋就是,我們確定某人正在尋找某個關鍵字,而我們優化是為了能在這關鍵字搜尋結果中出現。

In its simplest form, SEO is about making a search engine’s job easier to find your website, understand the content of your website and score your website in terms of popularity and relevance. This can be achieved through many different activities including technical changes, website content, PR, UX and providing the best product and service out there.

Carl Hendy, Ecommerce & SEO Consultant carlhendy.com

carlhendy 的 Carl Hendy 認為,簡單來說,SEO 是指讓搜尋引擎能更容易找到你的網站,且更了解你的網站內容,並根據受歡迎的程度與相關性對你的網站進行評分。這個過程可以透過許多不同的行為來改善,包括技術的改變、網站內容的改變、網站權重的提升、使用者體驗的的改變,以及提供更佳的產品和服務來優化。

SEO is Search Engine Optimization, the act of optimizing your website to show up higher in the search engines. At the core, the two biggest ranking factors for this are content and links, matching users’ expectation for that content, and being perceived as authoritative enough for the search engines to return. As SEOs, we all at a basic level optimize for these things. At a more advanced level, we think about and optimize for the 200+ factors Google has also mentioned are important to them. But if you focus on just those two, you’ll return quite highly (knock on wood)!

Ross Hudgens, Founder and CEO Siege Media

SEO 就是搜尋引擎優化,優化你的網站然後在搜尋引擎當中顯示在更高的位置。核心重點在於兩個排名因素:內容和外部連結,匹配使用者對內容的期望,使得你的內容擁有足夠的權威性。作為 SEO 專家,我們都在基礎層面優化這些東西,在更高的層面中,我們會考慮並優化其他 200 種對於 Google 來說非常重要的因素。但是,如果你專注於優化內容與外部連結,你的回報會非常高!

That said:

There’s so much more to SEO than SEO.

For example:

If you publish amazing content on your website, people are going to link to it. Which can significantly boost your rankings.

Is “content” SEO? Technically not. But it’s still a key part of SEO.

Another example:

Let’s say your site has horrible UX. And people tend to bounce from your site because they can’t figure out what to do. Thanks to RankBrain, these “User Experience Signals” can hurt your rankings.

Is “UX” SEO? No. But it’s a must if you want to rank in 2018.

One more example:

Let’s say you work hard to create a HUGE brand (like Mailchimp). Based on your brand alone, you’ll get links from authority news sites… and tons of people will search for your brand in Google. Both of which can help your SEO.

Is “branding” SEO? It’s not. But it’s the ultimate SEO superhack.

To summarize:

SEO is anything that helps your site get higher rankings in search engines. It includes the traditional stuff (like on‐page SEO). But to rank in 2018 you also need branding, UX, design, content and writing skills.

Brian Dean, Founder Backlinko

Backlinko 的 Brian Dean 認為,Search Engine Optimization 從字面上就清楚明瞭的顯示了,SEO 就是為了搜尋引擎而優化你的網站。

這表示你必須長長期/定期/持續的執行以下任務:

有許多部分並不是單單在 SEO 技術當中,舉例來說,你在網站當中撰寫相當優秀的內容,別人透過各種管道發現你的文章並分享、連結,這樣你的排名就會提高。

在這個例子當中「內容」是重點,它並不是 SEO 的技術,但它仍是獲得高排名的重要關鍵因素。

另外一個例子來說,假如你的網站非常醜,使用者體驗非常糟糕,一般人往往會直接跳離你的網站,因為大部分的人決定喜不喜歡網站的第一眼是看整體網站的設計,而不是內容。Google RankBrain 實現讓這些「使用者體驗」的信號能夠成為影響 SEO 排名的因素。

在 2018 年甚至 2019 年當中要獲得排名,「使用者體驗」勢必是關鍵因素,不是單純的「SEO」技術,而是這些其他的信號因素。

這裡再舉一個例子,假設你努力創建一個巨大的品牌(假設是 Mailchimp),僅根據你的品牌,你就能夠獲得權威網站(如:新聞網站)的外部連結,許多人也會在 Google 當中直接搜尋你的品牌,這兩個方式都能幫助你獲得更好的 SEO。

這裏的關鍵在於「品牌」而非實際的 SEO 技術,但品牌對於 SEO 來說的效益是超乎你想像的。

總結來說,SEO 是幫助你的網站在搜尋引擎中獲得更高的排名,除了包括傳統的優化(像是內容優化與程式碼優化…等等)。想要在 2018 年 甚至是 2019 年當中獲得更高的排名,你還必須要具備品牌、使用者體驗、網站設計、有效內容、寫作技巧…等等。

SEO is the process of helping search engines find the content on your website that best matches the intent of a user’s query.

Eli Schwartz, Director of SEO & Growth SurveyMonkey

SurveyMonkey 的 Eli Schwartz 認為,SEO 是幫助搜尋引擎在你的網站上找到最符合使用者在搜尋某個意圖的內容時的一個過程。

To me, SEO is the process of optimizing your website, content, and assets in conjunction with building awareness of your content through links, mentions, etc.

Chris Makara, Interactive Marketing & Digital Strategist chrismakara.com

Chrismakara 的 Chris Makara 認為,對他來說,SEO 就是優化你的網站、內容和資產的過程,同時透過外部連結、提及…等等方式來建立搜尋引擎對你網站的認識。

Whether you love it or you hate it, SEO is the difference between having a successful website which ranks highly, attracts a ton of traffic and is extremely authoritative and a website that barely ranks and maybe gets a few hundred visitors a month. But what exactly is SEO? It is the optimization of a website to rank higher in the search engines which in turn attracts more traffic to your site.

The more effort you put into your SEO, the higher you rank, the more qualified traffic you get which equals more income for you. But how do you get started?

Well: Before you do anything else — be sure to perform a complete SEO audit of your site. How? Just use the Ahrefs Site Audit tool to do the hard work and then you can work through and fix any problems you may have. That will help you to craft the perfect SEO foundation to build on step by step while teaching you the fundamentals of SEO in a practical way rather than reading waffle like this!

Matthew Woodward, Internet Marketer & SEO matthewwoodward.co.uk

MatthewWoodward 的 Matthew Woodward 認為,無論你喜歡或是不喜歡,搜尋引擎優化是一項能夠成功的將網站排名變高,吸引大量流量的方式,和已經成功且具有權威性的網站不同之處在於,一個知名網站幾乎沒有排名,每個月可能僅僅只有幾百個流量。那究竟什麼是 SEO?網站的優化就是在搜尋引擎當中獲得更高的排名,進而獲得更多的流量進入網站當中。

當你在搜尋引擎優化的領域當中投入的經歷越多,通常你的排名也就會越高,你所得到的流量就會越多,結果就是你的收入也會隨之更多。

但這一切該如何開始?

在你開始之前,一定要確保對網站進行過完整的 SEO 檢視,透過 ProRank.Tech 來快速掃瞄一下你的網站,就可以初步得到一些報告,接著你就可以根據發現的問題進行改善。這就可以幫你逐步的完成優化網站的目的,透過了解與實踐,開始改變。

SEO is organizing a website and its content so that search engines can crawl, read, index and properly rank it for relevant queries. The purpose is to get your message in front of people who are looking for it. If you sell shoes, it probably doesn’t help you much to get in front of someone who is looking for zoning regulations.

SEO is understanding the different SERP discovery opportunities that search engines provide — for example, Top Stories, Knowledge Panels, Featured Snippets, Maps etc – and making sure that your site is structured to be displayed in those features for relevant queries.

An SEO practitioner can range from your classic webmaster – a person who does virtually everything on a website – to someone who is very narrowly focused, for example, a person who only works on certain aspects of structured data.

There are many disciplines that impact SEO but being a good SEO practitioner doesn’t mean you have to master all, or any, of those disciplines, just like being a good marketer doesn’t require you to be a good copywriter or art director. An SEO practitioner’s job is to work with people in other functions to help them understand how they can affect organic search outcomes, directly or indirectly, as well as to learn what requirements and limits they work under that could impact the effectiveness of SEO.

Mats Tolander, Technical Search Engine Optimization Director Perficient

Perficient 的 Mats Tolander 認為,SEO 是組織一個網站與內容,以利讓搜尋引擎可以抓取、閱讀、索引與對當相關關鍵字被查詢時進行正確的排名顯示。它的目的在於將你的內容正確的讓所有在搜尋的人都可以看見。如果你賣鞋子,那對於在尋找買手機的人來說可能就沒有太大的幫助。

SEO 就是在試圖理解搜尋引擎的規則,同時在不同的 SERP 結果中發現各種顯示排名的機位,例如:熱門故事、知識面板、精選片段、我的商家…等等,確保你的網站結構能夠在所有 Google 提供的功能當中顯示出現。

有很多方面都能影響搜尋引擎優化,作為一名優秀的搜尋引擎優化人員並不代表必須掌握所有的這些因素,就好像一名優秀的行銷人員並不會被要求同時成為一位優秀的文案寫手或是藝術總監,每一個人的專業不同,因此 SEO 專家和其他人合作是幫助他們了解該如何去影響(優化)自然搜尋結果。

SEO is a wide topic to discuss. One instance of this is when you type in “SEO” on the internet and you get unlimited results from different sources. Simply put, SEO is how you manipulate search engines to take your website to the first page of the Search Engine Results Page (SERP) while you overtake other websites within the same niche or market through putting out fresh, informative content and being a trusted authority in your niche or market.

Sean Si, Founder and CEO SEO Hacker

SEO Hacker 的 Sean Si 認為,SEO 是一個非常廣泛的問題,其中一個例子就是,當你在網路上搜尋「搜尋引擎優化」時,你可以透過不同的來源來獲得各種結論。簡言之,SEO 就是你如何操縱搜尋引擎優化,使你的網站達到搜尋結果第一頁的過程。

What is SEO? I guess from my point of view it’s ensuring that a website is technically correct in the search engines eyes, so checking Server Headers, Speed (caching or even if AMP is needed), to cannibalization and canonicalization issues, all the way down to HTML markup and site architecture.

David Naylor, Director of Digital Bronco

Bronco 的 David Naylor 表示,什麼是 SEO?從他的角度來看,它就是確保網站在搜尋引擎的眼中是否正確,因此檢查網站的標題、網頁速度(快取或是使用 AMP)、和結構化的問題,從這一值到 HTML 的標記和網站架構。

To me, SEO is the process of getting a brand more organic exposure from search engines. More often than not, this means getting “higher rankings” in Google, but for some businesses, this just isn’t feasible. Google’s algorithm has gotten increasingly complex (and biased) and some websites will never get rankings for certain keywords. However, that doesn’t disqualify your site — there are still opportunities for exposure through Google using platforms like YouTube, SlideShare or even guest posting on authority websites. For example, if you Google “white hat link building” and you’ll see my Ahrefs guest post ranking there. That post has driven a ton of exposure for my agency.

Ryan Stewart, Partner theblueprint.training

Theblueprint.Training 的 Ryan Stewart 表示,對他來說,搜尋引擎優化是讓搜尋引擎更自然的曝光品牌的這一個過程,一般情況下,這意味著在 Google 獲得「更高的排名」,但對於某些企業來說,這行不通。因為 Google 的演算法越來越複雜(且具有偏見),某些網站可能永遠不可能獲得想要的關鍵字排名。但是,你仍然可以使用 Youtube 或是 SlideShare 等平台進行網站的曝光,甚至可以在各種權威網站(新聞網站…等等)進行文案與新聞稿的投放。舉例來說,如果你在 Google 搜尋「google eat」,你可以看到我們在其他平台當中發表的前導文章,這篇文章對我們的品牌曝光具有一定的幫助。

SEO is any optimization that helps someone get an answer from a search engine that they want. That could be a product, a piece of information, some entertainment or a personal action like finding a diary entry.

Despite the modern technologies powering search and moving things forward, SEO as a practice still comes down to creating an answer with sufficient expertise, authority, and trust (EAT) so the engine deems your content the best result for the query. This means that the exact same query should serve a completely different SERP according to the person searching and the circumstance to which they are conducting the search. As practitioners, all we can do is zoom out and take a broad view on our content and websites in order to fulfil Google’s needs at a strategic level and then get into the weeds with our content production and link development and experiment with tactical outputs and techniques to fulfil the broader strategy of being presented as an expert, with authority and trust.

Ross Tavendale, Managing Director Type A Media

Type A Media 的 Ross Tavendale 認為,SEO 是幫助某人從搜尋引擎當中尋找答案的過程中,任何的優化行為。這可以是產品、一個資訊、一些娛樂、或是個人行為,例如想要找寫日記的平台。

儘管現在的技術為搜尋和推廣事物提供的許多動力,但 SEO 做為一種實踐的技術,仍然歸咎於擁有足夠的專業知識、權威和信任(EAT)的答案,因此當你具備這些因素時,搜尋引擎就會認為你的內容是最佳的結果。因此,作為 SEO 專家,我們能做的就是聚焦在某領域當中的專業性,並依此廣泛的產出相關的高度相關性內容,才能滿足使用者和 Google 的需求。接著再透過我們的內容和外部連結以及其他相關的優化技巧,實現更深層的網路行銷策略,簡單來說,擁有權威和信任與成為專家就是獲得高排名的途徑之一。

2. SEO 是找到使用者想要與需要的內容

每隔一段時間,就會有人出現並開始說「搜尋引擎已死」。但實際上,因為搜尋引擎演算法變動如此快速,因此某些傳統的 SEO 技術很可能會馬上失效,轉而要不斷的學習與研究新的優化技巧。因此這些人說說的不過是因為他們沒辦法跟上搜尋引擎變化的腳步,因此被淘汰。

實際上,並不是搜尋引擎優化已死,而是不好的優化方式會不斷失效。

那如今,這個領域正朝著哪方面發展呢?

我們觀察到一個趨勢:那就是「使用者意圖」與內容具有相當高程度的相關性,你要不斷考慮到使用者的需求與感受,給他們想要的東西。

SEO to me, if given an explanation that I’m interested in, is part reverse‐engineering algorithms and part reverse‐engineering human nature. It’s about using logic and “gut” to do what you think should matter and then relying on data to correct yourself due‐course. It’s certainly not the best definition I would use to describe SEO to someone else, but it’s what keeps me excited about the industry.

Glen Allsop, CEO Detailed

Detailed 的 Glen Allsop 認為,SEO 對他來說,如果給一個他感興趣的解釋的話,就是一部分對演算法的逆向工程與一部分對人性的逆向工程。這就是關於使用邏輯和專業人士的直覺來做出你認為重要的事情,接著再依據數據分析結果來不斷改善這一個過程。雖然這不是他用來向其他人解釋 SEO 的最佳定義,但 Glen Allsop 對這個產業趕到非常興奮。

SEO is the art and science of connecting people to website content, through the medium of a search engine. Good SEO comes from a deep understanding of what potential audience members want to find on the internet, and how to deliver content that fits this need, aligned with a technical setup that enables search engines to recognize that your content is a good fit for their users. Websites that have the most SEO success are strong in all three areas: the audience, the content and the technology.

Patrick Hathaway, Director URL Profiler

URL Profiler 的 Patrick Hathaway 認為,SEO 是透過搜尋引擎將人們與網站內容聯繫起來的一門藝術和科學。好的搜尋引擎優化是追求如何對來自網路上的潛在受眾目標給予並提供他們符合他們需求的內容,同時和某些技術相結合,使搜尋引擎能夠了解你的內容是真的非常適合使用者。一個非常成功的 SEO 能夠讓網站再受眾目標、內容提供與網頁技術上都非常強大。

I’d say SEO is anything and everything that goes into making your site better for search engines and users. I know the “users” bit is not typically considered by everyone but from a link building perspective, my goal is to have users actually click on the links I build. We want to rank well, get great qualified traffic, and have our sites be useful to as many people as possible.

Julie Joyce, Owner Link Fish Media

Link Fish Media 的 Julie Joyce 認為,搜尋引擎優化就是一切,所有的一切都可以使你的網站對於搜尋引擎與使用者來說變得更好。「使用者」通常不是每個人的首要考量目標,大多人都會先從反向連結建設的角度優先考量。他的目標是讓使用者實際點擊他所創建的連結。我們都希望排名能夠很好,藉此獲得很高質量的流量,並盡可能的讓網站能夠對更多人來說有價值。

There are two answers to the question “What is SEO?”. The first one is simple: SEO stands for search engine optimization, the art, and science of optimizing websites for organic traffic from search engines.

The second answer is not so simple because the term SEO is outdated. SEOs now have to optimize for users AND search engines and have to cover a broad spectrum of disciplines, from technical optimization to content, content marketing, conversion optimization, user experience, and taxonomy. On top of that, Organic Traffic isn’t (and shouldn’t be) exclusive to get from Google, but also Youtube, Amazon, and other platforms.

Hence, SEO should be the systematic optimization of websites and content for users and bots in order to get organic traffic from search engines and social platforms.

Kevin Indig, SEO Lead & Startup Mentor kevin-indig.com

kevin-indig.com 的 Kevin Indig 認為,「什麼是 SEO?」這個問題有兩個答案。第一個很簡單,SEO 就是搜尋引擎優化,從搜尋引擎獲得自然流量優化網站的藝術與科學。

第二個答案就不簡單了,因為 SEO 這個詞有點過時了。現在的 SEO 必須針對使用者和搜尋引擎進行優化,這個過程需要涵蓋的技術非常廣泛,從網站架構到內容,從內容行銷到轉換,從使用者體驗到客戶分層。最重要的是,自然流量不是只有單單從 Google 搜尋引擎當中獲得,你同樣可以從 Youtube、Amazon、Facebook、Instagram…等等平台中獲得。

也因此,SEO 應該是系統性的優化網站、內容和使用者,以利你可以從搜尋引擎與其他社群平台當中獲得自然流量。

#SEOisAEO — SEO is fast becoming AEO, Answer Engine Optimisation, the art and science of communicating to answer engines the most appropriate and credible answer to user queries for which you are relevant.

Jason Barnard, Search Marketing Consultant Kalicube.pro

Kalicube.pro 的 Jason Barnard 表示,SEO 正在迅速的成為 AEO(Answer Engine Optimization),如何和搜尋引擎溝通的藝術和科學,給予搜尋引擎對於其他使用者搜尋關鍵字時,回應最合適且可靠的答案。

SEO is the process of surfacing content that fulfills the needs of a searcher. This can span across many search ecosystems, and it often does.

Matthew Barby, Director of Acquisition Hubspot

Hubspot 的 Matthew Barby 認為,SEO 是顯示滿足搜尋者需要的內容的過程。

At its core, SEO is simple. It’s understanding what your users are trying to achieve and then helping them achieve that in a way that both humans and search engines can understand.

Ryan Jones, SEO Director ryanmjones.com

Ryanmjones 的 Ryan Jones 認為,SEO 的核心很簡單,它就是了解你的使用者想要尋找什麼,並且幫助他們找到。同時讓搜尋引擎與使用者都能了解的方式去實現這一個目標。

SEO is the process of aligning a site’s content focus and the underlying technical reinforcement of user experience signals with searcher intent needs. This is based on maximizing the highest quality experience where nuanced relevance to those intent needs is sought out. Given that search engines are a form of user, and technical conflicts or barriers to understanding exist, it’s up to the role of SEO to address that reality. The more conflicts or barriers that exist within a site’s presence at the topical and technical level, the less likely the crawl, indexing, and ranking sequence will be able to properly interpret what site owners hope to achieve.

Alan Bleiweiss, SEO Consultant alanbleiweiss.com

Alanbleiweiss 的 Alan Bleiweiss 認為,SEO 是聚焦網站內容的焦點和使用者體驗的優化,並與使用者意圖需求相互結合的過程。有鑒於搜尋引擎也是一種使用者,SEO 的作用就是在解決搜尋引擎的問題。當你的網站在技術上有許多問題時,搜尋引擎爬蟲的索引就越不可能正確,也就更不可能實現理想排名的目標。

SEO is the result of having a great business that invests in educating and/or entertaining their audience through valuable content. It’s creating and being the best answer to the myriad of questions that exist in your industry and Google recognizing that through the smooth technical structure of the site, the valuable and in‐depth content and the links that exist from other quality websites around the web back to the great content you are creating.

Aaron Agius, Managing Director & Co‐founder Louder.Online

Louder.Online 的 Aaron Agius 認為,SEO 是通過有價值的內容投資於教育或娛樂其目標使用者的偉大結果。它是創造並成為在你所處的行業中,在眾多問題當中給予最佳答案,並讓 Google 透過網站能夠了解到,這些有價值且深度的內容,被其他同樣高權威網站連接你的網站。

Traditionally, SEO refers to the practice of getting more traffic from search engines. What people tend to mean by that is the idea of getting traffic by typing in queries at a search box in a web browser. This is where traditional search algorithms apply, such as keywords, content quality, and links.

However, today, it makes sense to take a broader view of the definition of SEO. For example, obtaining traffic from the Google Assistant is also rightly considered SEO as well. Perhaps the better way to think about SEO is that it’s the practice of obtaining visibility and/or traffic in response to user requests for information regardless of when and where such requests take place.

Eric Enge, General Manager Perficient

Perficient 的 Eric Enge 認為,傳統的 SEO 指的是能夠從搜尋引擎獲得更多流量的作法,人們傾向於通過搜尋引擎來尋找他們想要找的東西。這是傳統搜尋引擎演算法適用的地方,也就是關鍵字、內容質量和連結。

然而,今天的 SEO 應該從更廣泛的角度來看 SEO 的定義。例如,從 Google Assistant 獲得流量也被視為是 SEO。

SEO attempts to perfectly match a users’ search intent to its content across all devices and platforms.

AJ Ghergich, Founder Ghergich & Co.

Ghergich & Co. 的 Aj Ghergich 認為,SEO 試圖將使用者搜尋意圖與網站內容進行完美的匹配。

For me, SEO has changed both direction and depth. It is no longer just about doing a bit of on‐page work and adding a few backlinks (although these are still needed and very important).

SEO now means making sure that someone has a pleasing user experience on your website. When someone visits your website and completes an action (contact, purchase, etc.), then your site is meeting requirements that Google is looking for. It is meeting the intent of the searches being performed and will be rewarded accordingly.

Google even go as far as to note this down in explaining how their algorithms work.

This speaks volumes about the direction that Google is taking and how smart their algorithms are.

So the next time you think about adding a bit of text to a page in the hope it helps push you up the SERPs, try and think about the user experience once someone gets to the page.

Andy Drinkwater, SEO Consultant IQSEO

IQSEO 的 Andy Drinkwater 認為,對他來說,SEO 改變了方向,它不再僅僅是單純做站內優化和建立一些反向連結而已(儘管這兩個優化仍是必須且非常重要的)。

SEO 現在意味著確保使用者在你的網站擁有令人愉悅的使用者體驗,當有人造訪你的網站並完成聯絡、購買等等動作時,你的網站就會滿足 Google 的標準,因為你的網站符合使用者搜尋的意圖,因此你會得到相對應得獎勵(高排名)。

Google 在解釋他們的演算法是如何運作時也不斷的提到這點。

這說明了 Google 正在採取的方向,以及他們的演算法有多聰明。

當你下次考慮在網站當中加入一些內容以利你的網站排名在 SERP 當中獲得更好的排名時,先考慮一下使用者瀏覽網站時的使用者體驗。

SEO is equal parts art and science. It can help you identify the questions your customers (or potential customers) have; how you can (or if you should!) answer them; and how you can ensure that — when those customers ask a search engine — they find your answer in the search results, driving more of the right kind of traffic to your website.

Andrew Cock‐Starkey, SEO Consultant Optimisey

Optimisey 的 Andrew Cock 認為,SEO 能夠平等的分成藝術和科學兩個部分。首先,它可以幫助辨別潛在客戶的問題,你究竟應該如何回答或回應他們的問題,並且要如何確保當這些客戶使用搜尋引擎進行搜尋時,他們能在搜尋結果當中找到你的答案,從而為你的網站當中帶來更多正確且有效的流量。

What is SEO? For me, SEO is making sure I achieve the organic traffic goals of a specific domain. For every search (either textual, visual, voice‐based) the challenge is to create a fitting experience for search engines and their users. This is completely different in every possible situation and that makes SEO a challenging job. Some domains need content, others need links whereas some domains are technically way behind on their direct competitors. Never a dull moment.

Jan‐Willem Bobbink, Freelance SEO Consultant 11-internet.nl

11-internet.nl 的 Jan 認為,什麼是 SEO?對他來說,SEO 能夠確保他實現特定網域的自然搜尋流量。對於每次的搜尋,挑戰在於如何為搜尋引擎與使用者創造一個良好的體驗。在每個搜尋情況中,這些操作都不同,這使得 SEO 是一項極具挑戰的工作。有些網站需要內容、有些網站需要反向連結,而有些網站可能存在網頁技術的問題。有非常多樣的問題需要去解決,完全沒有無聊的時刻。

What isn’t SEO?

In my opinion, SEO is simply a phrase which relates to someone with a specific understanding, appreciation for getting ‘the most’ out of any activity which is undertaken which could be a website/URI/App in relation to organic search.

Ultimately SEO is

Knowledge + Experience + Application of knowledge + Juggling + Dealing with Bullshit = SEO

Martin Woods, Co‐Founder & SEO Consultant SALT.agency

SALTagency 的 Martin Woods. 認為,「什麼不是 SEO?」,對他來說,搜尋引擎優化只是一個和使用者與關鍵字之間的關係,如何讓使用者在搜尋結果中得到「最多」的內容,因此你能提供的必須要是「最好」的東西。

最終 SEO 就是知識+經驗+知識+雜耍+處理廢話=SEO。

3. 將 SEO 視為一種策略

最終,SEO 在實戰中意味著我們使用 SEO 是為了網路行銷當中的一種策略,我們確實是需要 SEO,但我們更應該擁有一個最終目標「獲得流量與產生利潤」。

Search Engine Optimization (SEO) is the process of optimizing and promoting your website to increase its visibility in Google or other search engines. The end goal is to get more organic traffic, leads, and customers from search engines. In a small number of cases, SEO is also used for reputation management (suppressing “negative” results and replacing them with “positive” results).
Although SEO requires the most upfront investment (time and money), it’s the most scalable customer acquisition channel over the long‐term. I would also argue that it’s the most affordable (as far as CAC) in the long‐term.

Nathan Gotch, Founder Gotch SEO

Gotch SEO 的 Nathan Gotch 認為,Search Engine Optimization(SEO)是優化與推廣,讓網站增加在 Google 或其他搜尋引擎結果當中的能見度的一個過程。而這最終目標都是為了要獲得更多的自然流量,從搜尋引擎當中引導更多的使用者進入。在少數案例中,SEO 也適用於名譽管理,也就是產生正面的消息來抑制負面消息。

雖然 SEO 需要前期的投資(時間和金錢),但是對於想要長期獲得穩定且優質的客戶來源來說,無疑是非常好的方式。同時從長期來看,SEO 的成本是非常划算的。

Whether you call it SEO or something else, the main purpose of our job is to create and modify websites so that search engines and users find them useful. Our goal is to recommend changes to help the business get more customers and make more money. Those changes may be as follows:
technical changes to help search engines better crawl or understand the site.
content changes to make it so that your site is the most helpful of its kind.
changes in relation to Google’s Quality Raters’ Guidelines such as improving how you display E‐A‐T, making sure ads aren’t annoying to users, and removing any issues with the website that could cause users to distrust it.
SEO is constantly changing. But, in my opinion, as long as websites exist, there will be a huge need for SEO!

Marie Haynes, Owner Marie Haynes Consulting

Marie Haynes Consulting 的 Marie Haynes 認為,無論你稱 SEO 是什麼東西,其主要的目的就是創造和調整網站,進而讓搜尋引擎和使用者有效的找到。我們的目標是建議和改善並幫助企業獲得更多的客戶與收益。這些改變可能根據以下幾點:

  • 運用技術讓幫助搜尋引擎更好的抓取網站。
  • 改善內容,使其能更對使用者更加有用。
  • 根據 Google 質量評分指南進行相關的調整,例如改善網站的 E-A-T,確保網站沒有任何干擾使用者的廣告或不值得他們信任的地方。

儘管 SEO 不斷的改變,但只要網站還在,那麼 SEO 就絕對有其必要與需求存在。

SEO is a form of marketing that leverages Google’s organic search. When you write content that is optimized for a certain keyword, then Google will rank you on the 1st page when someone searches for that keyword. While there is a lot more that goes into it, you can boil SEO down to high‐quality content with good on‐page optimization combined with good quality backlinks. The beauty of SEO is that once you’re ranked on Google, you will often stay there for a long time and be able to reap the benefits of free traffic hitting your site daily.
At this point you are kind of in a “set and forget it” mode, versus paid traffic campaigns require you to monitor that campaign’s health every day. Organic traffic tends to convert into customers easier than other forms of traffic too. That being said, most SEOs get obsessed with the ranking portion of driving traffic to their site and often forget to do the other side of marketing.
Don’t forget that you should still be investing in powerful copywriting principles to get your traffic over the finish line from just a website visitor to an actual lead or customer.

Gregory Elfrink, Content Manager Empire Flippers

Empire Flippers 的 Gregory Elfrink 認為,SEO 是一種利用 Google 自然搜尋的行銷方式,讓某人搜尋某關鍵字時,Google 會將你的網站排在第頁。雖然還有很多因素影響,但你仍然可以透過良好的頁面優化和高質量的反向連結,把網站變成高質量的內容。搜尋引擎的美妙之處在於,一但你將網站排名達到 Google 首頁,通常你就會在那裡待上一段很長的時間(持續優化),然後你就能免費獲得大量的流量。

從自然搜尋結果進入的流量往往比其他形式產生的流量來的更容易變成實際的客戶而產生效益。不過大部分的 SEO 都僅專注於搜尋引擎為他們帶來流量的這個層面,而往往忽略了行銷了另外一面。

別忘記了,除了獲得排名之外,你仍然要投資文案的撰寫,如此才能將使用者從單純的訪客變成實際的客戶,這才是 SEO 的最終目的。

SEO is the process of finding opportunities to reach your target audience through search and then executing a strategy to increase the frequency of your desired conversion (pageviews, leads, revenue, users, etc).

Anthony D Nelson, SEO Manager Khan Academy

Khan Academy 的 Anthony 認為,SEO 是透過搜尋找到機會接觸到你的受眾目標,接著執行所制定的策略,以不斷增加網站瀏覽量、潛在客戶、收錄、實際客戶…等等的過程。

SEO is search engine optimization; the practice of optimizing your digital presence for findability via search engines. How well do you rank when people search for you or what you offer? And how do you rank better?
That can include surprising networks‐ not just Google but also YouTube, the second biggest search engine. And it can include surprising activities‐ not just blogging but also networking and podcasting and even attending events, if it helps you get more website links to your content, which Google sees as votes from others of your credibility and importance. SEO is viewed as the organic (non‐advertising) side of search.
There are two major types of digital marketing: search and there is social. Within search, there are two major types of marketing: SEO and search advertising such as Google Ads (which some people call “search marketing” but I think that is a confusing term for people). SEO work includes a lot of geeky technical stuff like redirects and htaccess files that requires knowledge of HTML and web server technology.
To achieve search findability and SEO success, you’ll need expertise and action from geeks, marketers, networkers, salespeople and more. SEO takes time, but it’s the long‐term investment. Ads are quicker, like getting a job to get paid now, but SEO pays off big in the long run, like a retirement plan. All serious companies should do SEO, search ads and social media.

Brian Carter, CEO The Carter Group

The Carter Group 的 Brian 認為,SEO 是搜尋引擎優化,當人們搜尋你或你提供什麼的時候,你的排名如何?如何讓你的排名變得更好。

這不僅僅只在 Google 而已,還有全世界第二大搜尋引擎 Youtube。它甚至可以是部落格、廣播甚至是線上活動。總而言之,只要任何可以幫助你的網站,或是產生連結到你的網站的活動,都可以被視為是自然的 SEO。

數位行銷有兩個主要的類型:搜尋和社群。在搜尋當中,又分成兩個主要的行銷費行:搜尋引擎優化和付費廣告。舉例來說就是 Google Ads,我們又稱之為 SEM(Search Engine Marketing)。搜尋引擎優化的工作包括許多艱澀的技術內容,包括如何使用重定向和 .htaccess 的文件,而且還需要對 HTML 與 Searver Web 相關的專業。

為了實現在搜尋引擎優化的成功,你需要來自技術人員、行銷人員、網路寫手、銷售人員…等等的專業和活動。SEO 需要時間,但是這是個長期投資。投放廣告雖快,能夠馬上獲得效益,但從長久來看,SEO 所花費的成本與其所帶來的效益是更巨大的。所有認真的公司都應該做 SEO、廣告與社群媒體。

When I describe SEO to people who aren’t familiar with what I do, I usually say something like, “I help businesses make changes to their websites and marketing to help ensure that when people use a search engine like Google to search for topics having to do with their products and services, their website is what comes up.”

To expand on that a bit, I think SEO is about marketing a business online, using organic search as a channel. Doing so means understanding how people use search engines to make purchasing decisions for your clients’ products and services. It also means understanding how search engines like Google figure out whether or not a given result is a good result for a query. From a technical standpoint, this means making a website as easy as possible for search engines to find, crawl, and understand. From a marketing standpoint, this means applying that understanding of the customer journey to help ensure that the site is answering people’s needs when they arrive there from search. Done right, SEO not only makes organic search a powerful marketing channel in its own right, it also makes organic search a tool for growing the client’s brand.

Ruth Burr Reedy, Director of Strategy Upbuild

Upbuild 的 Ruth Burr Ready 認為,當他和那些不熟悉 SEO 的人解釋時,通常他會說「我幫助企業改善他們的網站和行銷策略,以幫助其他人使用 Google 或其他搜尋引擎搜尋和企業相關的產品或服務時,他們的網站能夠馬上出現」。

他認為 SEO 是有關線上行銷的業務,使用自然搜尋結果作為管道。這意味著了解如何使用搜尋引擎幫使用者對企業的產品和服務做出購買的決定。因此你要好好了解 Google 的搜尋引擎,想辦法讓結果對你的網站產生有利的結果。

從技術的角度來看,要讓網站盡可能的簡單,以便搜尋引擎更好的索引與了解你的網站。

從行銷的角度來看,要讓內容盡可能的解決使用者的問題,滿足使用者的需求。

當你做的對,SEO 不僅僅是成為產生流量的強大管道,它還能透過自然搜尋,變成發展品牌的一項工具。

Once it was a tactical, technical channel designed to manipulate visibility in search results. As SEO popularized, we started to see just how important its role was in digital marketing overall.

SEO can be a powerful digital marketing channel, providing an opportunity to improve a brand’s recognition and qualified traffic. Even though it’s not a small investment (in most cases), its propensity to return huge results is obvious – as long as you stay committed.

Bill Sebald, Managing Partner Greenlane Search Marketing

Greenlane Search Marketing 的 Bill Sebald 認為,曾經旨在操縱搜尋結果,但隨著搜尋引擎優化的普及,慢慢大家意識到 SEO 在數位行銷當中的重要性。

SEO 可以提高品牌的認知度與獲得好流量的機會。儘管非常有效的 SEO 並不便宜,你需要先進行相對應的投資,但只要你堅持不懈,其回報是顯而易見且非常巨大的。

SEO is digital marketing. Over the years, SEO has evolved so much that it has already become an all‐encompassing marketing discipline. SEO has become more than just search engine optimization.

A decade ago, a few tweaks on the website (i.e., metadata & content) and building links to it is enough to compete for better organic search visibility. But these days, to truly succeed in SEO, your business (not just your website) should be:

1.Technically superior (technical SEO and site performance)
2.Able to provide the best experience possible to its intended web users (content quality, relevance, UX, conversions, and other user‐engagement metrics).
3.Well‐branded — that people would talk about positively, socially share and link to (in which sentiment analysis, entity recognition, E‐A‐T, link building, digital PR, and a lot more are all in play).
4.Data‐driven — to give a better direction to the site’s overall traffic/revenue generation campaign (analytics, keyword research, content gap analysis, forecasting).

Jason Acidre, CEO kaiserthesage.com

Kaisertheage 的 Jason Acidre 認為,SEO 是數位行銷,多年以來早就已經蓬勃發展,以至於現在已經成為包羅萬象的行銷學,因此 SEO 已經遠遠超過其搜尋引擎優化的含義了。

在十年前,網站只要進元數據與內容的調整,同時建立反向連結就能夠獲得排名。但現在,要真正的成功實現 SEO,就必須要:

  • 技術上的提升(網站性能的提升)
  • 提升使用者體驗(內容質量、相關性、良好的UX、提高轉換率…等等)
  • 提升品牌質量 – 其他使用者會分享你的網站,並信任你的網站和內容
  • 數據分析 – 將網站流量進行分析與預測,根據結果進行更好的調整。

SEO is the process to grow a site’s organic search visibility towards its target audience with the goal to increase its traffic, conversions and profits.

Aleyda Solis, International SEO Consultant & Founder Orainti

Orainti 的 Aleyda Solis 認為,SEO 是對受眾目標提升自然搜尋結果排名的過程,目標是增加更多的流量、轉化率與利潤。

The definition for what we talk about when we talk about SEO is changing dynamically. Six or seven years ago, SEO was mostly focused on getting links from directories, press releases and so on. Back then only a few SEOs (if any) would focus on the technical aspects of how you should optimize your website past H tags and meta titles/descriptions.

This has changed dramatically. I will go as far as to say that most people today look at SEO as a more technical field than a way to get links. SEO is also about links, but it is much more than that — it’s about being up to date with the latest trends in web technology and challenging the industry by e.g. testing how Search Engines cope with current JavaScript Frameworks.

SEO was always about being creative and looking for new solutions. This hasn’t changed. SEO was and still is about being flexible and agile to stay ahead of the curve.

Bartosz Góralewicz, Co‐founder & Head of SEO Elephate

Elephate 的 Bartosz Góralewicz 認為,當我們在談論 SEO 時,我們在談論的內容與定義正在不斷的變化。約莫在六七年前,SEO 主要集中在從目錄、新聞稿…等地方獲得反向連結。當時只有少數 SEO 會關注如何優化網站的 H 標籤和元標籤/敘述的技術。

如今,早已發生巨大的變化。今天對於大多數人來說,SEO 已經不是獲取反向連結的方式,而是另一種技術的領域。雖然搜尋引擎優化仍然與外部連結有關,但它僅僅是其中一個因素而已。

SEO 總是不斷的尋找新的解決方案,搜尋引擎優化從過去到現在仍然是非常靈活,且不斷改變的一項技術。

What is SEO? It’s a process that works with a variety of digital marketing components with the end result to improve your visibility in the eyes of those looking for answers and information. In short: SEO is no longer chasing the ‘rankings’. SEO is chasing the answer.

Bonnie Burns, SEO Strategist bonnieburns-seo-strategist.com

bonnieburns-seo-strategist.com 的 Bonnie Burns 認為,什麼是 SEO?這是一個和各種數位行銷合作的流程,在最終的結果中,可以提高你在尋找答案和資訊的人眼中的知名度。簡而言之,SEO 不再追逐「排名」而是尋求「答案」。

Search Engine Optimization has come to mean far more than it used to. Originally, SEO simply meant the implementation of accepted best practices for visibility and findability, as recommended by Google and other search industry leaders. Today, however, to me, the phrase “search engine optimization” includes a wide variety of activities, both on‐site and off‐site, that help ensure that a website is not only found, but that it stays there, and that it performs well too, converting users into customers and clients.

Scott Hendison, CEO Search Commander, Inc

Search Commander, Inc 的 Scott Hendison 認為,搜尋引擎優化的意義超越以往。最初, Google 就像其他搜尋引擎一樣。然而,時至今日,「SEO」這一個單字包括任何數位行銷的活動,這些行為有助於幫助網站在各方面都表現得更好,並將進入的流量轉化成客戶。

SEO is the art and science of coupling the completion of a businesses objective (usually generating revenue) to an effective online strategy that harnesses traffic gained from ranking in search engines.

Jeremy Rivera, Freelance SEO & Digital Marketing Consultant jeremyriveraseo.com

Jeremyriveraseo.com 的 Jeremy Rivera 認為,SEO 是將企業最終目標(產生收益)與有效的數位行銷策略相結合的藝術與科學,該策略能夠提升搜尋引擎的排名並從中獲得流量。

Two answers:

SEO is the practice of professing to know something about which you know nothing while convincing others who know they know nothing, that you know something, with the goal of making money.

SEO is a discipline of study into how information retrieval works for the world’s largest search engines. To do so involves understanding how people search, why they search, what experience they receive online as a result of a search, and how to optimize their experience with the goal of aligning site content with user needs. Major search engine professionals’ goal is to give their users a great experience on their products. So aligning content, architecture, data, and usability in an additive way to search queries also adds revenue value for websites and brands online.

JR Oakes, Director, Technical SEO Adapt Partners

Adapt Partners 的 JR Oakes 認為,SEO 是研究資訊搜尋如何為世界上最大的搜尋引擎工作的一門科學。要做到這一點,你必須了解人們是如何進行搜尋的,同時還要了解他們搜尋的原因與意圖,試圖根據使用者的需求調整網站內容,並優化他們的體驗。專業的搜尋引擎優化人員的主要目標是提供使用者良好的使用者體驗,因此,透過研究與分析搜尋的方式,進而調整網站內容與架構,甚至是分析後續數據,最終幫助企業提升品牌價值與收入。

SEO is a lifestyle! Meeting people across the world during my keynote speeches, exchanging knowledge and bringing a lot of quality traffic is what I love the most. SEO is very different from any other industry. Challenging, constantly forcing people to learn more and finally with a lot of social human‐to‐human dimension. The greatest thing that could happen to me.

Lukasz Zelezny, SEO Speaker & Consultant zelezny.uk

Zelezny.uk 的 Lukasz Zelezny 認為,SEO 是一種生活方式,和全世界的人見面與發表相關的演講,交流相關知識與帶來大量的優質流量的過程,這是他所喜歡的。SEO 與其他行業都有很大的不同,極具挑戰性,會不斷迫使人們學習更多。

Google it.

Patrick Stox, Technical SEO patrickstox.com

Patrickstox.com 的 Patrick Stox 表示,就 Google 它吧!

SEO is a process which improved the website to provide more useful information to people.
We know about the search engine committed to providing high user experience, useful information for people. Therefore, We need to focus on “User”, not “Google”, if we did well then we will get the reward. 

Sliven, Founder of  Whoops SEO  seo.whoops.com.tw

Whoops SEO 的 Sliven 認為,SEO 是改善網站並提供有用的資訊給人們的一個過程。

我們都知道搜尋引擎致力於提供有用的資訊與良好的體驗給人們,因此我們應該專注於“使用者”而非“ Google ”。如果我們做得好,那麼就會得到相對應的回報。

你認為 SEO 是什麼呢?

這綜合了大量 SEO 專業人士的想法,非常感謝這些 SEO 領域當中佼佼者的經驗談。

希望這篇集結眾多專家的意見,能夠為你解惑。

或許你也有自己對於 SEO 的定義與想法,歡迎你隨時與我們聯絡,或直接在下方發表你的意見,我們會隨時採納大家的意見並隨時更新這篇文章。

最後幫忙分享出去吧!!

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