4xx errors often point to a problem on a website. For example, if you have a broken link on a page, and visitors click it, they may see a 4xx error. It's important to regularly monitor and fix these errors, because they may have negative impact and lower your site's authority in users' eyes.
4xx 錯誤經常指向網站上的問題。例如，如果您在網頁上有一個損壞的連結，並且訪問者點擊它，他們可能會看到一個 4xx 錯誤。定期監控和修復這些錯誤很重要，因為它們可能會對用戶造成負面影響，並降低您網站的權限。
5xx error messages are sent when the server has a problem or error. It's important to regularly monitor these errors and investigate their causes, because they may have negative impact and lower the site's authority in search engines' eyes.
當服務器出現問題或錯誤時，將發送 5xx 錯誤消息。定期監控這些錯誤並調查其原因很重要，因為它們可能會對搜索引擎的眼睛產生負面影響並降低網站的權限。
A custom 404 error page can help you keep users on the website. In a perfect world, it should inform users that the page they are looking for doesn't exist,and feature such elements as your HTML sitemap, the navigation bar and a search field. But more importantly, a 404 error page should return the 404 response code. This may sound obvious, but unfortunately it's rarely so.
According to Google Search Console: "Returning a code other than 404 or 410 for a non-existent page... can be problematic. Firstly, it tells search engines that there's a real page at that URL. As a result, that URL may be crawled and its content indexed. Because of the time Googlebot spends on non-existent pages, your unique URLs may not be discovered as quickly or visited as frequently and your site's crawl coverage may be impacted. We recommend that you always return a 404 (Not found) or a 410 (Gone) response code in response to a request for a non-existing page."
自定義 404 錯誤頁可幫助您將用戶置於網站上。在完美的世界中，它應該通知用戶他們正在尋找的頁面不存在，並且包含諸如 HTML 網站地圖，導航欄和搜索字段等元素。但更重要的是，404 錯誤頁面應該返回 404 響應代碼。這聽起來很明顯，但不幸的是很少這樣。
根據 Google Search Console：「為不存在的網頁返回 404 或 410 之外的代碼可能有問題，首先，它告訴搜索引擎在該網址上有一個真實網頁，因此該網址可能 由於 Googlebot 在不存在的網頁上使用的時間，您的唯一網址可能無法被快速發現或頻繁訪問，並且您的網站的抓取覆蓋率可能會受到影響。我們建議您始終返回 404（未找到）或響應於對不存在的頁面的請求的 410（去）響應代碼。」
The robots.txt file is automatically crawled by robots when they arrive at your website. This file should contain commands for robots, such as which pages should or should not be indexed. If you want to disallow indexing of some content (for example, pages with private or duplicate content), just use an appropriate rule in the robots.txt file. For more information on such rules, check out http://www.robotstxt.org/robotstxt.html.
Please note that commands placed in the robots.txt file are more like suggestions rather than absolute rules for robots to follow. There's no guarantee that some robot will not check the content that you have disallowed.
當 robots.txt 文件到達您的網站時，系統會自動抓取 robots.txt 文件。此文件應包含用於機器人的命令，例如哪些頁面應該或不應編制索引。如果您不想對某些內容（例如，包含私人或重複內容的網頁）建立索引，只需在 robots.txt 文件中使用相應的規則即可。有關此類規則的詳細信息，請訪問 http://www.robotstxt.org/robotstxt.html。
請注意，放置在 robots.txt 文件中的命令更像是建議，而不是機器人遵循的絕對規則。不能保證一些機器人不會檢查您已禁止的內容。
An XML sitemap should contain all of the website pages that you want to be indexed, and should be located on the website one directory structure away from the homepage (ex. http://www.site.com/sitemap.xml). In general, it serves to aid indexing. You should update it each time you add new pages to your website. Besides, the sitemap should follow particular syntax.
The sitemap allows you to set the priority of each page, telling search engines which pages they are supposed to crawl more often (i.e. they are more frequently updated). Learn how to create an .xml sitemap at http://www.sitemaps.org/.
XML 站點地圖應包含您要索引的所有網站頁面，並且應位於網站上遠離首頁的目錄結構（例如http://www.site.com/sitemap.xml）。通常，它用於輔助索引。每次向您的網站添加新頁面時，都應該更新它。此外，網站地圖應該遵循特定的語法。
網站地圖允許您設置每個網頁的優先級，告訴搜索引擎他們應該更頻繁地抓取哪些網頁（即更頻繁地更新）。了解如何在 http://www.sitemaps.org/ 創建 .xml 站點地圖。
A resource can be restricted from indexing in several ways:
- in the robots.txt file;
- by Noindex X-Robots tag;
- by Noindex Meta tag.
Each of these is a line of HTML code that says how crawlers should handle certain resources on the site. Specifically, the tag tells crawlers if they are not allowed to index the page or resource, follow its links, and/or archive its contents. So make sure that all your unique and useful content is available for indexing.
可以通過以下幾種方式限制資源的索引：
- 在 robots.txt 文件中
- 由 Noindex X-Robots 標記
- 由 Noindex 元標籤
每一個都是一行 HTML 代碼，說明抓取工具應該如何處理網站上的某些資源。具體來說，標記會告知抓取工具是否不允許對網頁或資源編制索引，關注其連結和/或存檔其內容。因此，請確保您的所有唯一和有用的內容可用於索引。
Usually websites are available with and without "www" in the domain name. Merging both URLs will help you prevent search engines from indexing two versions of a website.
Although the indexing of both versions won't cause a penalty, setting one of them as a priority is a best practice, in part because it helps funnel the SEO value from links to one common version. You can look up or change your current primary version in the .htaccess file. Also, it is recommended to set the preferred domain in Google Search Console.
通常網站在域名中有和沒有「www」。合併這兩個網址有助於防止搜索引擎對網站的兩個版本建立索引。
雖然兩個版本的索引不會造成損失，但將其中一個設置為優先級是一種最佳做法，部分是因為它有助於將 SEO 值從連結轉移到一個常見版本。您可以在 .htaccess 文件中查找或更改當前的主版本。此外，建議您在 Google Search Console 中設置首選域。
Using secure encryption is highly recommended for many websites (for instance, those taking transactions and collecting sensitive user information.) However, in many cases, webmasters face technical issues when installing SSL certificates and setting up the HTTP/HTTPS versions of the website.
In case you're using an invalid SSL certificate (ex. untrusted or expired one), most Web browsers will prevent users from visiting your site by showing them an "insecure connection" notification.
If the HTTP and HTTPS versions of your website are not set properly, both of them can get indexed by search engines and cause duplicate content issues that may undermine your website rankings.
強烈建議對許多網站（例如，進行事務和收集敏感用戶信息的網站）使用安全加密。但是，在許多情況下，在安裝 SSL 證書和設置網站的 HTTP / HTTPS 版本時，網站管理員面臨技術問題。
如果您使用的 SSL 證書無效（即不受信任或已過期），則大多數網絡瀏覽器都會阻止用戶通過向其顯示「不安全的連接」通知來訪問您的網站。
如果您的網站的HTTP和HTTPS版本設置不正確，他們都可以通過搜索引擎索引，並導致重複的內容問題，可能會損害您的網站排名。
302 redirects are temporary, so they don't pass any link juice. If you use them instead of 301s, search engines may continue to index the old URLs, and disregard the new ones as duplicates. Or they may divide the link popularity between the two versions, thus hurting search rankings. That's why it is not recommended to use 302 redirects if you are permanently moving a page or a website. Stick to a 301 redirect instead to preserve link juice and avoid duplicate content issues.
302 重定向是臨時的，因此它們不會傳遞任何連結汁。如果您使用它們而不是 301，搜索引擎可能會繼續索引舊網址，並將新網址忽略為重複網址。或者它們可以在兩個版本之間劃分連結流行度，從而損害搜索排名。這就是為什麼不推薦使用 302 重定向，如果你是永久移動頁面或網站。堅持 301 重定向，以保留連結汁，並避免重複內容問題。
301 redirects are permanent and are usually used to solve problems with duplicate content or to redirect certain URLs that are no longer necessary. The use of 301 redirects is absolutely legitimate, and it's good for SEO because a 301 redirect will funnel link juice from the old page to the new one. Just make sure you redirect old URLs to the most relevant pages.
301 重定向是永久的，通常用於解決重複內容的問題或重定向不再需要的某些網址。使用 301 重定向是絕對合法的，並且它對於 SEO 是好的，因為 301 重定向將漏斗從舊頁面的連結果汁到新的。只需確保您將舊網址重定向到最相關的網頁。
In certain cases, either due to bad .htaccess file setup or due to some deliberately taken measures, a page may end up with having two or more redirects. It is strongly recommended to avoid such redirect chains longer than 2 redirects since they may be the reason of multiple issues:
- There is a high risk that a page will not be indexed as Google bots do not follow more than 5 redirects.
- Too many redirects will slow down your page speed. Every new redirect may add up to several seconds to the page load time.
- High bounce rate: users are not willing to stay on a page that takes more than 3 seconds to load.
在某些情況下，由於錯誤的 .htaccess 文件設置或由於某些故意採取的措施，頁面可能最終具有兩個或更多重定向。強烈建議避免這種重定向鍊長度超過 2 個重定向，因為它們可能是多個問題的原因：
- 由於 Google 漫遊器沒有超過 5 個重定向，因此網頁不會被編入索引的風險很高。
- 太多重定向會減慢您的網頁速度。每個新的重定向可能會在頁面加載時間上增加幾秒鐘。
- 跳出率偏高：用戶不願意停留在加載時間超過 3 秒的網頁上。
Basically, Meta refresh may be seen as a violation of Google's Quality Guidelines and therefore is not recommended from the SEO point of view. As one of Google's representatives points out: "In general, we recommend not using meta-refresh type redirects, as this can cause confusion with users (and search engine crawlers, who might mistake that for an attempted redirect)... This is currently not causing any problems with regards to crawling, indexing, or ranking, but it would still be a good idea to remove that." So stick to the permanent 301 redirect instead.
基本上，元刷新可能被視為違反 Google 的質量指南，因此不推薦從 SEO 的角度。正如 Google 的代表指出：「一般來說，我們建議不要使用元刷新類型重定向，因為這可能會導致用戶（和搜索引擎抓取工具，可能會誤認為嘗試重定向）混淆...這是目前不會對抓取，索引或排名造成任何問題，但刪除它仍然是一個好主意。」所以堅持永久 301 重定向。
In most cases duplicate URLs are handled via 301 redirects. However sometimes, for example when the same product appears in two categories with two different URLs and both need to be live, you can specify which page should be considered a priority with the help of rel="canonical" tags. It should be correctly implemented within the <head> tag of the page and point to the main page version that you want to rank in search engines. Alternatively, if you can configure your server, you can indicate the canonical URL using rel="canonical" HTTP headers.
在大多數情況下，通過 301 重定向來處理重複的網址。但是，有時候，例如，當同一產品出現在兩個具有兩個不同網址的類別中，並且都需要實時展示時，您可以通過 rel="canonical" 標記來指定哪個網頁應被視為優先級。它應該在 <head> 標記，並指向您要在搜索引擎中排名的主頁版本。或者，如果您可以配置服務器，則可以使用 rel="canonical" HTTP 標頭來指示規範網址。
Having multiple canonical URLs specified for a page happens frequently in conjunction with SEO plugins that often insert a default rel="canonical" link, possibly unknown to the webmaster who installed the plugin. Double-checking the page's source code and your server's rel="canonical" HTTP headers configurations will help correct the issue.
In case of multiple rel="canonical" declarations, Google will likely ignore all the rel=canonical hints, so your effort to avoid duplicate content issues may go useless.
為網頁指定多個規範網址時經常會與 SEO 插件結合使用，這些插件通常會插入默認的 rel="canonical" 連結，安裝插件的網站管理員可能不知道。仔細檢查網頁的源代碼和服務器的 rel="canonical" HTTP 標頭配置，有助於解決問題。
在多個 rel="canonical" 聲明的情況下，Google 可能會忽略所有 rel="canonical" 提示，因此您避免重複內容問題的努力可能沒有用。
According to Google, the mobile-friendly algorithm affects mobile searches in all languages worldwide and has a significant impact in Google's search results. This algorithm works on a page-by-page basis - it is not about how mobile-friendly your pages are, it is simply are you mobile-friendly or not. The algo is based on such criteria as small font sizes, tap targets/links, readable content, your viewpoint, etc.
Google 認為，移動設備適用的算法會影響全球所有語言的移動搜索，並對 Google 的搜索結果產生重大影響。此算法是逐頁操作的 - 它不是關於您的網頁如何適合移動設備，它只是為了移動設備是否友好。算法是基於這樣的標準，如小字體大小，點擊目標/連結，可讀內容，你的觀點等。
Frames allow displaying more than one HTML document in the same browser window. As a result, text and hyperlinks (the most important signals for search engines) appear missing from such documents. If you use Frames, search engines will fail to properly index your valuable content.
框架允許在同一瀏覽器窗口中顯示多個 HTML 文檔。因此，文本和超連結（搜索引擎的最重要的信號）從這些文檔中顯示為缺失。如果使用框架，搜索引擎將無法正確索引您的有價值的內容。
The validation is usually performed via the W3C Markup Validation Service. And although compliance with W3C standards is not obligatory and will not have direct SEO effect, bad code may be the cause of Google not indexing your important content properly. It's recommended fix your pages' broken code to avoid issues with search engine spiders.
驗證通常通過 W3C 標記驗證服務進行。雖然遵守 W3C 標準不是強制性的，並且不會有直接的 SEO 效果，但是錯誤的代碼可能是 Google 沒有正確地索引您的重要內容的原因。建議您修復網頁的破損代碼，以避免搜索引擎蜘蛛的問題。
Some pages on your site have errors in CSS markup. Please, analyze the CSS issues on the page and fix the most critical ones.
The validation is usually performed via the W3C Markup Validation Service (W3C stands for World Wide Web Consortium).
CSS styles are used to control the design and formatting of the page, and to separate styles from the structure, which ultimately makes the page load faster.
Errors in CSS may be not that important to search engines, but they can lead to your page being incorrectly displayed to visitors, which, in turn, may affect your conversion and bounce rates. So, make sure the page is displayed as intended across all browsers (including mobile ones) important to you.
您網站上的某些網頁在 CSS 標記中有錯誤。請分析頁面上的 CSS 問題，並修復最關鍵的問題。
驗證通常通過 W3C 標記驗證服務（W3C 代表萬維網聯盟）執行。
CSS 樣式用於控制頁面的設計和格式，以及從結構中分離樣式，這最終使頁面加載更快。
CSS 中的錯誤可能對搜索引擎來說不那麼重要，但它們可能會導致您的網頁向訪問者顯示不正確，從而可能會影響您的轉化率和跳出率。因此，請確保該網頁在所有對您重要的瀏覽器（包括移動設備）上按預期顯示。
Simply speaking, dofollow links are links missing the rel="nofollow" attribute. Such links are followed by search engines and pass PageRank (please note that links can also be restricted from following in bulk via the nofollow <meta> tag).
While there is nothing wrong with linking to other sites via dofollow links, if you link extensively to irrelevant or low-quality sites, search engines may conclude your site sells links or participates in other link schemes, and it can get penalized.
簡單來說，dofollow 連結是缺少 rel ="nofollow" 屬性的連結。此類連結之後是搜索引擎並傳遞 PageRank（請注意，連結也可以通過 nofollow< meta> 標記批量限制）。
雖然通過dofollow連結連結到其他網站沒有問題，如果您廣泛連結到無關或低質量的網站，搜索引擎可能會認為您的網站銷售連結或參與其他連結方案，並可能受到懲罰。
While broken images on the website don't influence its search engine rankings directly, they definitely deserve being fixed for two reasons.
First and foremost, broken images are a crucial factor for user experience and may result in visitors bouncing away from the site without completing their goals.
And second, missing images may impede the site's crawling and indexation, wasting its crawl budget and making it hard for search engine bots to crawl some of the site's important content.
雖然網站上的損壞圖片不會直接影響其搜索引擎排名，但它們絕對值得修正，有兩個原因。
首先，破碎的圖片是用戶體驗的一個關鍵因素，可能會導致訪問者從網站反彈而沒有完成他們的目標。
第二，缺失的圖片可能會妨礙網站的抓取和編入索引，浪費其抓取預算，並使搜索引擎漫遊器難以抓取網站的一些重要內容。
While search engines can't read text off images, alt attributes (also known as "alternative attributes") help the former understand what your images portray.
The best practice is to create an alt text for each image, using your keywords in it when possible to help search engines better understand your pages' content and hopefully rank your site higher in search results.
雖然搜索引擎無法讀取圖片上的文本，但 alt 屬性（也稱為「替代屬性」）可幫助前者了解您的圖片。
最佳做法是為每個圖片創建替代文字，並在可能的情況下使用關鍵字，幫助搜索引擎更好地了解您的網頁內容，並希望在搜索結果中將您的網站排名更高。
Naturally, there's a direct correlation between the size of the page and its loading speed, which, in turn, is one of the numerous ranking factors. Basically, heavy pages load longer. That's why the general rule of thumb is to keep your page size up to 3MB. Of course, it's not always possible. For example, if you have an e-commerce website with a large number of images, you can push this up to more MBs, but this can significantly impact page loading time for users with a slow connection speed.
自然地，頁面的大小和其加載速度之間存在直接的相關性，而這又是眾多排序因素之一。基本上，重頁面加載更長。這就是為什麼一般的經驗法則是保持您的頁面大小高達 3MB。當然，這並不總是可能的。例如，如果您有一個包含大量圖片的電子商務網站，您可以將其推送到更多的 MB，但這可能會對連接速度較慢的用戶影響網頁加載時間。
URLs that contain dynamic characters like "?", "_" and parameters are not user-friendly because they are not descriptive and are harder to memorize. To increase your pages' chances to rank, it's best to setup URLs so that they would be descriptive and include keywords, not numbers or parameters. As Google Webmaster Guidelines state, "URLs should be clean coded for best practice, and not contain dynamic characters."
包含動態字符（如「？」、「_」和參數）的 URL 不是用戶友好的，因為它們不是描述性的，並且難以記住。要提高網頁排名的機會，最好設置網址，使其具有描述性，並包含關鍵字，而不是數字或參數。根據 Google 網站管理員指南的規定，「網址應根據最佳做法進行乾淨編碼，且不包含動態字符。」
URLs shorter than 115 characters are easier to read by end users and search engines, and will work to keep the website user-friendly.
長度小於 115 個字符的 URL 最終用戶和搜索引擎更容易閱讀，並將努力保持網站的用戶友好性。
Broken outgoing links can be a bad quality signal to search engines and users. If a site has many broken links, they conclude that it has not been updated for some time. As a result, the site's rankings may be downgraded.
Although 1-2 broken links won't cause a Google penalty, try to regularly check your website, fix broken links (if any), and make sure their number doesn't go up. Besides, users will like your website more if it doesn't show them broken links pointing to non-existing pages.
破壞的出站連結可能是對搜索引擎和用戶的不良質量信號。如果一個網站有許多斷開的連結，他們認為它已經有一段時間沒有更新。因此，網站的排名可能會降級。
雖然 1-2 次斷開的連結不會導致 Google 處罰，請嘗試定期檢查您的網站，修復中斷的連結（如果有），並確保他們的數字不上升。此外，如果沒有顯示指向不存在的網頁的連結，用戶將更喜歡您的網站。
According to Matt Cutts (former head of Google's Webspam team), "...there's still a good reason to recommend keeping to under a hundred links or so: the user experience. If you're showing well over 100 links per page, you could be overwhelming your users and giving them a bad experience. A page might look good to you until you put on your "user hat" and see what it looks like to a new visitor." Although Google keeps talking about users experience, too many links on a page can also hurt your rankings. So the rule is simple: the fewer links on a page, the fewer problems with its rankings. So try to stick to the best practices and keep the number of outgoing links (internal and external) up to 100.
根據 Matt Cutts（Google Webspam 團隊的前主管），「...仍然有一個很好的理由推薦保持在百個連結以下：用戶體驗。如果你每頁顯示超過 100 個連結，你可能會壓倒你的用戶，給他們一個壞的經驗。一個頁面可能看起來很好，直到你戴上你的「用戶帽子」，看看它是什麼樣的新訪客。」儘管 Google 一直在談論用戶體驗，但網頁上的連結過多也會影響您的排名。所以規則很簡單：頁面上的連結越少，其排名的問題就越少。因此，盡量堅持最佳做法，並保持外部連結（內部和外部）的數量高達 100。
If a page doesn't have a title, or the title tag is empty (i.e. it just looks like this in the code: <title> </title> ), Google and other search engines will decide for themselves which text to show as your page title in their SERP snippets. Thus, you'll have no control what people see on Google when they find your page.
Therefore, every time you are creating a webpage, don't forget to add a meaningful title that would also be attractive to users.
如果網頁沒有標題，或標題標記為空（即它在代碼中看起來像這樣：<title> </title>），Google 和其他搜索引擎會自己決定哪些文本 在其 SERP 片段中顯示為您的頁面標題。因此，當用戶找到您的信息頁時，您無法控制他們在 Google 上看到的內容。
因此，每次創建網頁時，都不要忘記添加一個有意義的標題，這對用戶也有吸引力。
A page title is often treated as the most important on-page element. It is a strong relevancy signal for search engines, because it tells them what the page is really about. It is, of course, important that title includes your most relevant keyword. But more to that, every page should have a unique title to ensure that search engines have no trouble in determining which of the website pages is relevant for a query. Pages with duplicate titles have fewer chances to rank high. Even more, if your site has pages with duplicate titles, this may negatively influence other pages' rankings, too.
網頁標題通常被視為最重要的網頁元素。它是搜索引擎的強相關性信號，因為它告訴他們頁面是什麼。當然，標題包含您最相關的關鍵字很重要。但更重要的是，每一頁都應該有一個唯一的標題，以確保搜索引擎沒有麻煩，確定哪些網站頁面與查詢相關。重複標題的網頁排名較高的機會較少。更重要的是，如果您的網站含有重複標題的網頁，這可能會負面影響其他網頁的排名。
Every page should have a unique, keyword-rich title. At the same time, you should try to keep title tags concise. Titles that are longer than 55 characters get truncated by search engines and will look unappealing in search results. Even if your pages rank on page 1 in search engines, yet their titles are shortened or incomplete, they won't attract as many clicks as they would have driven otherwise.
每個網頁都應該有一個獨特的關鍵字豐富的標題。同時，你應該盡量保持標題標籤簡潔。長度超過 55 個字符的標題將被搜索引擎截斷，並且在搜索結果中看起來沒有吸引力。即使您的網頁在搜索引擎中排名第一，但其標題縮短或不完整，它們也不會吸引那麼多點擊次數。
Although meta descriptions don't have direct influence on rankings, they are still important while they form the snippet people see in search results. Therefore, it should "sell" the webpage to the searcher and encourage them to click through.
If the meta description is empty, search engines will decide for themselves what to include into a snippet.
雖然元描述對排名沒有直接影響，但它們仍然很重要，但它們形成了人們在搜索結果中看到的代碼段。因此，它應該將網頁「出售」到搜索者並鼓勵他們點擊。
如果元描述為空，搜索引擎將自行決定要包含到代碼段中的內容。
According to Matt Cutts, it is better to have unique meta descriptions and even no meta descriptions at all, than to show duplicate meta descriptions across your pages. Hence, make sure that your top-important pages have unique and optimized descriptions.
根據 Matt Cutts 的說明，最好有獨特的元描述，甚至沒有元描述，而不是跨頁面顯示重複的元描述。因此，請確保您的重要網頁具有唯一和優化的說明。
Although meta descriptions don't have direct effect on rankings, they are still important while they form the snippet people see in search results. Therefore, descriptions should "sell" the webpage to the searchers and encourage them to click through. If the meta description is too long, it'll get cut by the search engine and may look unappealing to users.
雖然元描述對排名沒有直接影響，但它們仍然很重要，但它們形成了人們在搜索結果中看到的代碼段。因此，說明應將網頁「出售」給搜索者，並鼓勵他們點擊。如果元描述太長，它將被搜索引擎削減，並且可能看起來對用戶沒有吸引力。
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