本期介绍搜索引擎优化。

Imagine for a minute that you’re a librarian, but not a normal one. You’re a librarian for every book in the world. 

假设你是名超级图书管理员，管理世界上所有的书。

People depend on you every day to find the exact book they need. How do you do it?You need a system. You need to know what’s inside every book and how books relate to each other. Your system needs to take in a lot information and spit out the best answers for a patron’s questions. It’s not an easy job. Search engines like Google and Bing are the librarians of the Internet. Their systems collect information about every page on the web so they can help people find exactly what they are looking for. 

每天人们找你查书。你怎么办？你需要一个系统，记录每本书的内容以及相互之间的关系。它得分析海量信息提供最佳答案。这活可不容易。Google和Bing就是互联网的图书管理员。它们收集网页，帮人们找需要的信息。搜索引擎有个叫算法的配方，能把获得的信息转换成有用的搜索结果。

And every search engine has a secret recipe, called an algorithm - for turning all that information into useful search results. Now, if you own a website, search results matter. When your pages have higher rankings, they help more people find you. The key to higher rankings is making sure your website has the ingredients search engines need for their recipes. This is called search engine optimization or SEO.

搜索结果对推广网站至关重要。页面的搜索排名越靠前，网站点击率越高。想排名靠前，网站就得提供符合搜索引擎的配方的成分。这就是搜索引擎优化，又叫SEO。

As it turns out, most of the big ingredients are known. Let’s take a look... First, words matter. Search engines account for every word on the web. This way, when someone searches for “shoe repair” the search engines can narrow the results to only the pages that are about those words.

事实上，大部分配方的主要成分是已知的。首先文字很重要。搜索引擎会分析页面上的每个字。搜索“修鞋”，它仅返回那些与这个词相关的页面。

Second, titles matter. Each page on the web has an official title, but you may not ever see it because it’s in the code. Search engines pay a lot of attention to page titles because they often summarize the page, like a book’s title. 

其次是标题。页面都有一个正式的标题，也许你从没见过，它在页面代码里。搜索引擎赋很看重标题，因为它像书的标题一样概括了页面的内容。

Third, links between websites matter. When one web page links to another, it’s usually a recommendation, telling readers “this site has good information”.

A web page with a lot of links coming to it can look good to search engines.

第三，站点之间的链接很重要。当链接指向另一个站点时，通常被认为是向用户推荐这个站点。被指越多的页面，排名越靠前。

But some people try to fool the search engines by creating or buying bogus links all over the web that point to their own website. Usually search engines can detect when a site has a lot of them. And they account for it by giving links from trustworthy sites more weight in the recipe.

有人企图通过创建或购买虚假外部链接来欺骗搜索引擎。通常搜索引擎可以识别出这些站点。在配方里来自可信站点的链接有更大的权重。

Fourth, the words that are used in links matter too. If your webpage says “Amazon has lots of books” and the word “books” is linked, search engines can establish that amazon.com is related to the word “books”. This way when someone searches for books, that site will rank well.

第四，链接里的文字也很重要。如果网页说“亚马逊有很多书”，同时书这个词是指向亚马逊的链接。搜索引擎会认为亚马逊和书有关。当有人搜索书的时候，亚马逊的排名会上升。

Lastly, search engines care about reputation. Sites with a consistent record of fresh engaging content and growing numbers of quality links may be considered rising stars and do well in search rankings. These are just the basics and the recipes are refined and changed all the time. Good SEO is about making sure your website has great content that supported by the ingredients that search engines need for their recipes.

最后，搜索引擎关心站点的信誉。持续更新的内容，不断增长的高质量链接，会让站点得到更好的排名。配方一直在改进，以上都是最基本的成分。搜索引擎优化要确保站点能提供其配方所需的成分。

I'm Lee LeFever and this has been Search Engine Optimization Explained by Common Craft. 

这就是搜索引擎优化 我是《原来如此》节目的李 勒菲弗。