运营最好的SEO推广外包：谷歌竞价与SEO赚钱全攻略
内容为王，外链为皇？谷歌SEO到底该如何做？
Content is King, Links are Queen? How to Do Google SEO Right?
那么，什么样的内容才算有价值呢？内容的价值可以从多个方面进行衡量，不同的内容对应着用户不同的需求，这也决定了其价值偏好的不同，同时也决定了不同内容制作的侧重点。但核心不变，即需要在满足客户各种需求的同时，还要照顾到用户的阅读体验。
So what kind of content is valuable? Content value can be measured from multiple perspectives. Different content types serve different user needs, which determines their value preferences and production focus. The core principle remains unchanged: meeting various customer needs while ensuring good reading experience.
按照用户的搜索意图，内容可分为以下几类，不同类型内容的价值侧重点供大家参考：
Based on user search intent, content can be divided into the following categories, with different value focuses for reference:
外链对于谷歌SEO的重要性不可否认。那么，外链的作用具体体现在哪里呢？
The importance of backlinks for Google SEO is undeniable. So what exactly do backlinks do?
首先，站长可以通过数据及时衡量外链的价值，而内容的价值，很多站长则无法准确判断。其次，PageRank算法（PR算法）一直被谷歌沿用，作为谷歌核心排名系统的一部分，来自高权威网站的外链能够显著增加网站的SEO指标。最后，以前的谷歌算法对于垃圾外链的打击并不严格，这使得很多SEOer可以使用垃圾外链，以低成本快速获得排名结果，从而导致黑帽SEO盛行。
First, webmasters can measure backlink value through data, while content value is harder to assess accurately. Second, the PageRank algorithm remains part of Google's core ranking system, where backlinks from authoritative sites significantly boost SEO metrics. Finally, Google's previous algorithms weren't strict against spam links, enabling many SEOs to use low-quality links for quick rankings, leading to black hat SEO prevalence.
然而，如今的情况已经发生了很大变化。自2011年以来，谷歌先后推出了Panda算法、Penguin算法和Hummingbird算法，分别打击了低质量内容和内容农场、垃圾链接和链接农场以及关键词堆砌。这些算法至今仍在发挥作用，被视为核心算法。此外，谷歌在2014年首次提出了"EAT"（Expertise, Authoritativeness, Trustworthiness）网页内容质量框架，并在2022年进行了更新，加入了Experience，即创作者在其领域的经验和实践。这表明谷歌对内容的指导方向更加注重专业度、权威性和可靠性。
However, things have changed significantly. Since 2011, Google has launched Panda, Penguin and Hummingbird algorithms targeting low-quality content/content farms, spam links/link farms, and keyword stuffing respectively. These remain core algorithms today. In 2014, Google introduced the "EAT" (Expertise, Authoritativeness, Trustworthiness) content quality framework, later updated in 2022 with "Experience" - creator's practical expertise. This shows Google's increasing focus on professional, authoritative and trustworthy content.
同时，谷歌还推出了BERT和Helpful Content Update算法，进一步加强了对内容质量的要求。BERT增强了搜索引擎对复杂自然语言的理解能力，使得靠关键词堆砌难以获得排名结果。而Helpful Content Update算法则要求站长关注以人为本的内容，大量垃圾内容站点因此受到打击。
Google also launched BERT and Helpful Content Update algorithms to strengthen content quality requirements. BERT improves search engines' understanding of complex natural language, making keyword stuffing ineffective. The Helpful Content Update prioritizes people-first content, penalizing many low-quality sites.
从以上历史算法更新和谷歌官方指南可以看出，谷歌一直在加强内容的重要性，打击低质量内容。不过，链接的作用并未被削弱，优质的原创内容和服务页面仍然是基石，而高质量的外链则可以起到锦上添花的作用。
From these algorithm updates and Google guidelines, we see Google consistently emphasizing content quality while combating low-quality content. However, links remain important - quality original content and service pages form the foundation, while high-quality backlinks provide additional benefits.
从传播逻辑来看，一般情况下是先有优质内容，然后才有外链。优质的内容得到大众和权威的认可，才会广为传播。反过来，如果你拥有高权威的外链，那么你的内容很可能是优质内容。Haro就是一种通过内容获得高质量外链的有效策略。
From a dissemination perspective, quality content typically comes before backlinks. Only when content gains public and authoritative recognition will it spread widely. Conversely, high-authority backlinks often indicate quality content. HARO (Help a Reporter Out) is an effective strategy for earning quality backlinks through content.
在某些特定情况下，网站也可能先有外链，然后才有优质内容。例如，知名记者、作家、专家或知名品牌，他们的声誉可能会在内容发布之前就吸引到外链。例如，川普即将发布自己的个人服装品牌网站，即使网站还在搭建中，这个域名也会获得大量的外链。
In some cases, websites may gain backlinks before creating content. For example, famous journalists, authors, experts or brands may attract backlinks due to their reputation before content publication. When Donald Trump announced his clothing brand website, the domain received numerous backlinks even during development.
