This is what Google ACTUALLY wants you to do…

Summary

本视频脚本深入探讨了SEO中常见的无效建议，并指出了真正重要的用户指标信号。它强调了目标完成度的重要性，解释了如何通过快速、清晰地回答搜索查询来优化内容。同时，视频还讨论了如何避免用户在网站上的“弹跳”行为，以及如何通过吸引人的标题和描述来提高点击率。最后，视频提供了关于如何使用这些策略来提升网站在Google排名的实用建议。

Takeaways

• 🚫 避免无用的SEO建议，如‘专注于高质量内容’，因为这些建议缺乏具体行动指南。
• 🔍 ‘高质量内容’是一个模糊的概念，需要具体例子来定义，例如排名第一的Google搜索结果可能并不完美。
• 🤖 Google的算法无法像人类一样主观评价内容质量，而是通过用户互动数据来评估。
• 📈 用户满意度是Google评估内容的关键指标，例如用户是否在短时间内离开网站。
• 🎯 目标完成是用户体验的重要信号，Google致力于提供满足用户搜索需求的答案。
• 📊 Google通过调查和分析用户行为来了解用户是否完成了搜索目标。
• 🔑 优化内容以快速回答问题，提供关键信息，例如在文章顶部添加关键点摘要。
• 📚 对于信息查询，提供清晰的答案和关键点，使用字体样式吸引读者注意。
• 🛒 对于产品评论，尽早展示评分表和购买呼吁，但避免过度商业化。
• 🔄 区分正常的跳出行为和pogo sticking（用户连续点击多个结果），后者是负面信号。
• 🏎️ 网站速度对用户体验至关重要，慢速加载会导致用户流失。
• 👀 点击通过率（CTR）是衡量用户是否对搜索结果感兴趣的重要指标。

Q & A

为什么说一些常见的SEO建议没有实际用处？

这些建议如'关注高质量内容'、'为读者写作'等过于笼统，没有具体操作性，而且没有给出'高质量'的具体定义或示例，导致用户无法实际应用这些建议。

Google如何判断一个网站的内容质量？

Google通过算法和数学方法，而非人工阅读，来分析用户与内容的互动情况。它会收集使用Chrome、安装了Analytics或在Google上点击的用户数据，通过用户的行为来判断内容的满意度。

什么是目标完成率，它为什么对SEO重要？

目标完成率指的是用户在搜索后是否找到了他们想要的答案。Google非常重视目标完成率，因为它的首要目标是提供准确的搜索答案。如果用户在访问网站后没有再次搜索或返回，这通常意味着他们完成了目标。

如何优化内容以提高目标完成率？

可以通过在文章顶部添加关键点摘要、使用清晰的字体样式突出快速答案，或者尽早展示产品评价表和行动号召来优化内容，以便用户快速获取信息。

为什么2024年的SEO不再侧重于页面停留时间？

在注意力经济中，用户没有时间阅读大量内容，Google也意识到了这一点，并通过TikTok等平台的竞争了解到用户更喜欢快速获取信息。

什么是Pogo Sticking，它如何影响SEO？

Pogo Sticking是指用户阅读文章后返回浏览器，然后连续打开其他网站寻找答案的行为。这是用户未找到满意答案的明确信号，对SEO有负面影响。

如何避免用户在网站上Pogo Sticking？

要避免Pogo Sticking，网站需要快速提供答案，避免过度使用点击诱饵，并确保网站速度足够快，以便用户不会因等待而离开。

点击通过率（CTR）对SEO有什么影响？

CTR是用户在搜索结果中点击文章的频率。如果CTR对于文章在搜索结果中的位置来说异常高或低，Google会相应地调整其在搜索结果中的排名。

如何提高文章的点击通过率（CTR）？

可以通过优化文章标题和描述来提高CTR。确保标题前部有关键词，后部有吸引点击的元素，如提及当前年份。描述中的关键词加粗也能吸引注意，同时添加目录可以增加跳转链接，使搜索结果更显眼。

为什么网站速度对于SEO至关重要？

网站速度是核心网络指标之一，影响用户体验和满意度。如果页面加载时间超过两秒，用户可能会选择离开，点击另一个搜索结果，从而影响网站的SEO排名。

如何通过SEO提高网站的排名？

要通过SEO提高网站排名，需要关注用户体验信号，如目标完成率、避免Pogo Sticking、提高CTR，并确保网站速度快速。此外，提供快速、清晰的回答和优化标题及描述也是关键。

Outlines

00:00

🤔 打破无效的SEO建议

这一段讨论了SEO领域中常见的无效建议，如“专注于高质量内容”和“为读者写作”，并指出这些建议的空洞之处。文章通过一个关于打印机排名的例子，揭示了即使是排名靠前的内容也可能存在问题。接着，视频作者提出了Google算法实际上是通过用户互动数据来评判内容质量的观点，而不是通过人工阅读。视频将详细介绍如何关注和优化用户指标，以提高Google排名。同时，提到了作者的学生Oleg通过这些技术成功出售了一个网站，并邀请观众参加免费的SEO培训大师班。

05:01

🚀 提升用户体验的关键信号

这一段深入探讨了提升网站在Google排名中的关键用户体验信号，首先是目标完成率。视频强调了Google的目标是为用户提供准确的答案，并通过用户行为来优化内容。例如，通过在文章顶部添加关键点摘要来快速回答信息查询，或者使用醒目的字体样式吸引读者注意。同时，视频也讨论了关于跳出率的误解，并提出了避免用户“弹跳”的策略，如快速提供答案和避免过度点击诱饵。此外，还强调了页面加载速度和点击通过率（CTR）的重要性，以及如何通过优化标题和描述来提高CTR。

Keywords

💡SEO

SEO是搜索引擎优化的缩写，指的是通过优化网站和内容来提高在搜索引擎结果页中的排名。在视频中，作者批评了一些无用的SEO建议，如'关注高质量内容'，并强调了用户互动数据在SEO中的重要性。

💡用户互动数据

用户互动数据指的是用户与网站内容互动时产生的信息，如点击、停留时间、跳出率等。这些数据对于搜索引擎优化至关重要，因为它们帮助搜索引擎判断用户对内容的满意度。

💡目标完成

目标完成是指用户在访问网站时是否实现了他们搜索目标的过程。搜索引擎优化中，目标完成被视为一个重要的用户体验信号，因为它直接关联到用户是否在网站上找到了他们需要的答案。

💡点击率（CTR）

点击率（CTR）是衡量用户在搜索引擎结果页上点击某个链接的频率。高CTR通常意味着标题和描述吸引了用户的注意，并且内容与用户的搜索意图高度相关。

💡跳出率

跳出率是指用户访问网站后只浏览一个页面即离开的比率。在SEO中，高跳出率曾被误认为是一个负面信号，但现在的理解是，如果用户迅速找到答案后离开，并不一定意味着内容质量差。

💡Pogo Sticking

Pogo Sticking是一个SEO术语，描述用户在搜索引擎结果中点击多个链接后，仍然没有找到满意答案并继续寻找的行为。这种模式表明网站内容可能未能满足用户的搜索需求。

💡内容质量

内容质量指的是网站内容的深度、准确性、可读性和对目标受众的有用性。虽然这是一个常见的SEO建议，但视频中指出，没有具体标准和例子的'关注高质量内容'的建议是空洞的。

💡用户满意度

用户满意度是指用户对网站内容和服务的满意程度。在SEO中，用户满意度可以通过用户与网站的互动来衡量，如停留时间、点击行为等。搜索引擎使用这些数据来判断内容的相关性和质量。

💡搜索引擎算法

搜索引擎算法是搜索引擎用来确定网页排名的一系列计算规则和公式。这些算法考虑多种因素，包括内容质量、用户互动和网站结构等，以提供最相关的搜索结果。

💡核心Web指标

核心Web指标是一组用于衡量网站性能的关键指标，包括加载速度、互动性和稳定性等。这些指标对于提供良好的用户体验和优化SEO至关重要。

Highlights

SEO建议的无效性，如“专注于高质量内容”这类空泛的建议实际上并无实际指导意义。

高质量内容的定义模糊，缺乏具体示例。

Google的算法无法像人类一样主观评价内容质量，而是依赖于代码和数学分析。

Google通过用户互动数据来评估内容，例如使用Chrome或安装了Analytics的用户数据。

用户在网站上的短暂停留可能意味着内容未能满足他们的需求。

视频将介绍关键的用户指标，以及如何优化这些指标以在Google上取得成功。

学生Oleg通过视频中的技巧将一个网站卖出了600,000美元。

目标完成是最重要的用户体验信号之一，但许多新手SEO并不了解。

Google的首要目标是提供搜索答案，优化内容以实现目标交付。

Google通过移动设备上的调查来了解用户是否容易在其网站上找到所需信息。

在信息查询中，通过在文章顶部添加关键点摘要来优化目标交付。

使用醒目的字体样式吸引读者注意快速答案。

在产品评论文章中尽早展示评价表格和行动号召。

弹跳率常被误解，实际上弹跳本身并不是负面信号。

避免过度点击诱饵和确保网站速度，以减少用户的“弹跳”行为。

点击率（CTR）是用户在搜索结果中点击文章的百分比，对排名有显著影响。

标题和描述是影响点击率的主要因素，应包含关键词和吸引注意的元素。

Transcripts

How often do you hear useless, non actionable SEO advice?

Stuff like, focus on quality content, write for the

reader, and satisfy the user.

The problem with these empty statements is that they're useless.

Focus on quality content?

Okay.

Who defines the word quality here?

Can we at least see an example of quality content?

This article ranks at the top of Google for Best Printer, so

it's probably a good example.

But upon closer inspection, it was a gag article written by ChatGPT, where

they readily say that it's not even proofread and contains factual errors.

Furthermore, let's imagine we live in a world where SEO

guidelines are crystal clear.

Can Google's algorithm really sit down in front of a fireplace and read

your content as if it were a human so it can stamp quality content on it?

Google is an algorithm.

It's a robot.

It hasn't the slightest clue if your meatloaf recipe is good.

It's never eaten meatloaf.

So instead, it uses code and math to judge your content.

And one of the main methods it uses is analyzing how users are interacting with

your content when they're reading it.

Google collects user data when you're using Chrome, or if Analytics

is installed, or when you're just clicking around on Google itself.

If someone comes to your website, reads it for two seconds, and then hits back on

their browser to visit another website, Google sees that as an unsatisfied user.

And that means your content sucks.

And the thing is, that's just one user metric signal they look at.

In this video, I'm going to lay out the most important user metrics that you need

to pay attention to to succeed on Google.

And I'm going to tell you how to optimize for them so you can get

vertical traffic boners like this.

But it's not just me that's getting these results.

My student Oleg just sold a website for 600 grand, powered

by the techniques in this video.

But before I get started, head on over to the link in the pinned comment to sign

up for my free SEO training masterclass.

It goes over everything I'm doing today in 2024 to get websites to the top of Google.

Now let's get started.

The first user experience signal I'm going to share with you is simultaneously

the most important, but sadly most noob SEOs don't even know it exists.

And that's goal completion.

Google's primary goal is to deliver answers to what people are searching for.

And there's ways to optimize your content for goal delivery.

If someone searches for how to shave a cat, then goddammit they should be cat

shaving experts by the end of the day.

If people suspect that there's another search engine that gets them better

answers, that is a major threat to Google.

And it's why Google is freaking the f k out so hard about being stepping up to

the search big leaks with their AI chat.

How does Google know when a searcher has completed their goal?

Let's say someone is searching for best noise cancelling headphone.

They click on this article here.

Then they read this review and decide to click to buy these fine headphones.

Mission complete.

They didn't go back in their browser, nor did they search again.

Because, they got their answer.

And last year, Google really started showing their cards about how damn

important goal completion is to them.

People started noticing these surveys when they tapped back on their

browsers while searching on mobile.

The survey asked, How easy was it to find what you wanted on the site?

This is even more interesting when you read between the lines.

These surveys were coming up on mobile devices.

People searching on mobile are very distracted and they're usually on the go.

So in the world of mobile, easy means fast.

How fast was it to find what you wanted on this site?

When optimizing for goal completion, you want to give quick, clear

answers to the search query.

I'll show you how to do that in a sec.

This is contrary to old SEO theory that believed that maximizing

time on page was the goal.

And that time on page was a signal that people are actually reading your content.

Not in 2024, buddy.

Google has TikTok to deal with in this attention economy.

Ain't no one got time for reading.

Ain't nobody got time for this.

Here's how you optimize for goal delivery.

Starting with informational queries.

Informational queries answer simple questions.

How to do this.

How to do that.

What is this?

What is that?

If you're writing informational articles, add a key takeaways section at the top.

This informational article from Investopedia explains

cryptography and cryptocurrency.

When we scroll down just a wee little bit, what do we have here?

A key takeaway section that draws the eye and gives a succinct bullet point

list of the key points of the article.

Or in other words, an easy answer to the query.

Here's very well fit doing it in an article about diet and weight gain.

Even solo bloggers on Medium are catching on to the key takeaway trend.

You can also attract your reader's eyes to your quick answers

using clever font styling.

This article from Japan pulls 14, 000 visitors per month for the keyword,

When is cherry blossom season in Japan?

It doesn't take long to figure that out because they shove it

in your face with big ass font.

Tastefully, of course.

For the keyword in what is VPN, NordVPN makes sure you'd have to

be blind to miss their answer.

Want to know what a Sigma mail is?

This website draws a box around their stylized quick answer.

If you're an affiliate marketer, when you write your product review

articles, display your review tables and call to actions as soon as possible.

But Matt, Google will penalize you if you're being too

aggressive with monetization.

Google best wireless routers and you'll find this PCMag article in first place.

Bro, there's barely 20 words before the call to actions drop.

The CNET article has even less.

Forbes makes you scroll down a micro smidgen to get to its CTAs.

Just ask yourself, if you were reading an article on the best SEO YouTube

channels, as if you didn't already know the answer, would you want to read a

thousand words of fluff or would you want to know the answer right away?

Right away.

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Now back to the video.

The next user experience signal is often misunderstood as bounce rate.

Bounces are fine.

What is a bounce?

It's when you search for something like droid, open an article, read it for a

bit, then click back on your browser.

Mistaken SEO professionals would think that's a terrible signal to

Google, but just because someone hit back on their browser doesn't

mean they didn't get their answer.

Some people just want to get back to the Google search bar

to search something different.

What you're worried about is pogo sticking.

Pogo sticking is when the user reads your article, clicks back on the

browser, and then keeps opening up other sites until they find their answer.

Now that's a clear signal that the user didn't find the droids

that they were looking for.

In fact, there's a black hat negative SEO technique that utilizes Pogo

Sticking to demote your competitors.

If you were ranked number 5 for best cat shaver, you'd fire up a microworker

campaign to pogo stick 100 users down the site in positions 1 4, and

when they got to your article they'd open it up and properly engage.

But that's neither here nor there.

Let's talk about how to make sure your natural visitors don't

pogo stick away from your site.

As you already know, people have internet ADD, and if you don't give them their

answers quick, they might be too lazy to spend more than 6 seconds to find them.

But also, you want to avoid too much clickbait in your titles.

Let's say you have a title like how to get a six pack and make 1 million dollars by

next Thursday first off I think most non morons are gonna avoid clicking it But

for the ones that do if you don't deliver on your promise right away They're gonna

leave the exact same goes for YouTube.

This video is titled.

This is what Google actually wants you to do If I didn't convince

you that user metric signals were important in the first 10 seconds,

you wouldn't be watching right now.

Another killer is site speed.

If your page doesn't load in two seconds tops, people are going to

GTFO and click on another result.

In the description, I left a link to a video that I have on

site speed, so make sure to check it out after you finish here.

The next user metric signal you want to pay close attention to

is click through rate or CTR.

CTR is the percentage of time that people click on your article when

they see it in a search result.

This graphic from Sistrix shows the typical click rates you'd find

on various positions on Google.

If Google is consistently serving up your articles that hardly get clicked on

relative to their position, it's a sign that it's not what people are looking for,

and thus they'll move you down the page.

Likewise, if you have an abnormally high CTR for your position,

they'll move you up the page.

Your primary levers that influence your click through rate are your

titles and your descriptions.

https: This article of mine ranks number one on Google for best web

hosting for SEO, makes me a ton of money, and yes, it has killer CTR.

Let's focus on the title first.

At the front of the title, we have the keywords that let people know that this

article is what they're looking for.

Towards the back, we have some light clickbait, mentioning the

current year so readers are assured that the article is up to date.

In the description, there's keywords that get bolded, which also draws the eyes.

And because I added a table of contents, it increased my chances to

get jump links, which makes the search result bigger and more clickable.

Thanks for watching.

Make sure to subscribe and sign up for my SEO Masterclass.

Link in the pinned comment.