studio
4cfcf09a97
Sources: video-subtitle-pipeline artifacts/beginner-wordpress-user/ - subtitles/: en, zh, bilingual SRT/ASS (100 files) - platform/: youtube SRT + bilibili BCC per video (75 files) - manifests/: per-video manifest.json (25 files) - quality/: quality reports (50 files)
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620 lines
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在今天的课程中，我们将探讨如何提升我们的 SEO 排名。
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In today's session, we are going to look at how we can improve our SEO rankings.
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但什么是 SEO？
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But what is SEO?
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搜索引擎优化指的是帮助你网站在搜索引擎结果中获得更高排名的技术。
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Search engine optimization refers to techniques that help you make your website rank higher in search engine results.
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其目的当然是通过自然方式为你的站点带来更多访问者。
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The aim is of course to get more visitors to your site organically.
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搜索引擎会向站点发送爬虫进行抓取，
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Search engines send bots to a site to crawl through it
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以了解内容是关于什么以及站点链接到哪里。
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and find out what the content is about and where the site links to.
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它们还会检查图片内容，测试网站加载速度，
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They also check out what the images are about, test if the site loads quickly,
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并调查网站布局是否易于访问且对移动设备友好。
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and also investigate if the layout of a site is accessible and good for mobile devices.
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一旦抓取完成，爬虫会从你的网站中提取关键词。
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Once they are done crawling, bots figure out keywords from your site.
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然后将这些关键词记录在搜索引擎数据库中。
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And then record these keywords in the search engine database.
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所以现在，当任何人开始搜索时，搜索引擎会将用户的搜索查询与数据库中的关键词进行匹配，
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So now, when anybody starts a search, search engines match a user's search query with the keywords in the database
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以推荐高度匹配的站点。
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to recommend sites that are a close match.
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让我们看看一些可以实施的技巧。
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Let's look at some tips that we can implement.
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首先，进入设置，点击阅读，
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Firstly, make your way to settings, click on reading,
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并确保你已取消选中搜索引擎可见性复选框。
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and ensure that you have deselected the search engine visibility box.
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如果此框被勾选，它会阻止搜索引擎索引该站点，
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If this box is ticked, it will discourage search engines from indexing the site,
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而我们不希望这样。
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and we don't want that.
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此选项仅用于网站仍在创建时。
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This option is only used when a site is still being created.
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第二件需要注意的事是，搜索引擎喜欢拥有新鲜内容的站点。
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The second thing to take note of is that search engines love sites with fresh content.
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所以要尽可能用新内容保持你的网站更新。
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So keep your site up to date with new content as much as possible.
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如果你的主页和其他页面确实变化不大，建议你创建一个博客页面或新闻页面，
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If your homepage and other pages really change, it is advised to have a blog page or news page
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并确保你经常发布关于你的产品、品牌、客户以及其他各种话题的内容。
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and ensure that you frequently post about your products, your brand, your clients, and various other topics.
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第三条建议是确保你的网站上有高质量的内容。
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The third tip is to make sure you have quality content on your website.
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谷歌发布了一份 EAT 指南，其核心内容是搜索引擎会考察专业性、权威性和可信度。
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Google has published an EAT guideline, which basically says that search engines look at expertise, authority, and trustworthiness.
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那么我们先来谈谈专业性。
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So let's first talk about expertise.
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撰写你既了解又充满热情的内容。
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Write about content you are knowledgeable and passionate about.
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那权威性呢？
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What about authority?
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如果你已经展现了专业性，那么当其他人链接到你的网站，
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Well, if you have shown expertise, it will be viewed by search engines as authoritative
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当人们在社交媒体上讨论你的网站，以及当你在内容中链接到信誉良好的站点时，搜索引擎就会将其视为具有权威性。
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if others link to your site, if people talk about your site in social media, and if you link to reputable sites in your content.
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最后，T 代表可信度。
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Lastly, the T stands for trustworthiness.
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因此，要确保你分享的信息是可信且基于事实的。
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So make sure information that you share is trustworthy and factual.
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这里有一个你可以问自己的重要问题。
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Here is an important question you can ask yourself.
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你的内容具有可分享性吗？
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Is your content shareable?
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需要考虑以下几点。
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Things to consider.
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它有趣吗？
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Is it funny?
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它会不会太长了？
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Is it maybe too long?
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它的品味好吗？
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Does it have good taste?
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它是否使用通俗易懂的语言？
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Does it use plain language?
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它是否在顶部有摘要或太长不看版？
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Does it have a summary or too long didn't read at the top?
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这基本上归结为确保您的内容值得阅读和分享。
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It basically comes down to making sure your content is worth reading and worth sharing.
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接下来，我们来谈谈关键词。
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Next, let's talk about keywords.
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您内容中的关键词和关键词短语
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Keywords and keyword phrases in your content
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能让人们更容易通过搜索引擎找到您的站点。
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make it easier for people to find your site via search engines.
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可以说，一个优化良好的站点与其受众说着同一种语言。
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A well-optimized site speaks the same language as their audience, so to speak.
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因此，我们需要知道人们在搜索什么，
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We therefore need to know what folks are searching for
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并将这些词或短语包含在我们的页面和文章中。
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and include those words or phrases on our pages and in our posts.
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关键词研究将帮助您了解人们在寻找类似站点时会搜索哪些关键词。
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Keyword research will help you know what keywords people search for when looking for similar sites.
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您可以使用免费工具，如 Wordstream 或 Google Keyword Planner，
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You can use free tools such as Wordstream or Google Keyword Planner
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来找到那些您可以在内容中使用的关键词。
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to find those keywords that you can use in your content.
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您寻找关键词的方法是，
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The way you would go about finding keywords is
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输入与您站点相似的域名。
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to type the domain name of sites that are similar to yours.
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这会提示您人们使用哪些词来搜索该站点的内容。
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This will give you a hint of what words people use to search content on that site.
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一旦您确定了这些关键词，就在您站点的内容中使用它们。
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Once you have identified these keywords, use them in your site's content.
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搜索引擎在决定关键词时，会优先考虑您内容的标题。
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Search engines will prioritize what your content is titled when they decide keywords.
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但您也可以在摘要、标题和内容中使用它们。
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But you can also use them in excerpts, headings and content.
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这里列出的方式，通常是您使用关键词的优先级顺序。
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The way it is laid out here is generally the priority in which you want to use keywords.
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请记住要自然地使用关键词，并避免关键词堆砌或过度使用关键词，
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Remember to use keywords naturally and to avoid keyword stuffing or overusing keywords,
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因为这会损害您的 SEO。
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as this will damage your SEO.
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我们再深入谈谈链接。
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Let's talk some more about linking.
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搜索引擎会通过您的链接来了解您的站点结构，并寻找更多内容。
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Search engines will travel through your links to understand your site structure and to look for more content.
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所以，要链接到你网站上已有的其他文章，
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So, link to other posts already on your site
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因为被多次链接的页面会被搜索引擎认为更重要。
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as pages that are linked multiple times are considered more important by search engines.
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同时，请记住将外部链接设置为那些信誉良好、且具备优秀 EAT（专业性、权威性和可信度）的站点，
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Also remember to set external links to sites that are reputable and also have good EAT, expertise, authority and trustworthiness,
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因为这也会让你的网站更具可信度。
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as this will make your site more credible as well.
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我们接下来要讨论的话题是元数据。
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The next topic that we want to discuss is metadata.
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元数据是你页面内容中对搜索引擎可见的标签。
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Metadata are tags in your page content that are visible to search engines.
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它隐藏在幕后，但确实向搜索引擎提供了关于你网站的关键信息。
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It is hidden behind the scenes, but it does give critical information about your site to search engines.
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你可能不知道，元描述就是显示在每个搜索结果下方的信息。
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You might not have known this, but meta descriptions is the information shown below each individual search result.
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元数据由 WordPress 自动生成，因此不易直接编辑。
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Metadata is automatically created by WordPress, so it's not easy to edit directly.
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但大多数 SEO 插件允许你编辑和修改元数据，
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But most SEO plugins allow you to edit and modify the metadata
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使其更贴合你的内容。
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to be more geared to your content.
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它通常不超过两句话。
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It's usually no more than two sentences.
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你可以做的一件事是为文章撰写摘要，
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One of the things you can do is write an excerpt for a post,
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因为 WordPress 会使用这些摘要来创建元描述。
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as WordPress uses these excerpts to create meta descriptions.
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因此，建议使用你的关键词并手动撰写这些摘要。
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So, it is advised to use your keywords and handwrite these excerpts.
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否则，它只会从你的内容中截取首段。
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Otherwise, it just takes the top paragraph from your content.
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接下来，站点速度很重要。
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Next, site speed is important.
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搜索引擎在给站点排名时，肯定会考察站点速度。
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Search engines definitely look at site speed when ranking sites.
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所以，这是 SEO 的一个重要部分。
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So, this is an important part of SEO.
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这里有一些考量，能帮助你提升站点速度。
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Here are a few considerations that will help you to improve your site speed.
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你的主机在站点速度方面排名高吗？
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Does your host rank high with regard to site speed?
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你的主机是否已启用缓存，尽管你也可以使用缓存插件？
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Does your host have caching enabled, although you can also use a caching plugin?
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你的 WordPress 主题载入速度快吗？
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Is your WordPress theme quick to load?
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一些非常花哨的 WordPress 主题，它们使用大量插件
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Some very snazzy WordPress themes that use a lot of plugins
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可能会极大地改变您的站点速度，所以要小心。
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can drastically change your site speed, so be careful.
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您优化过图像和视频了吗？
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Have you optimized images and videos?
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您安装了随意构建的插件吗？
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Have you installed wild-built plugins?
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00:06:34,000 --> 00:06:37,000
|
||
您的主题和插件能很好地协同工作吗？
|
||
And does your theme and plugins work well together?
|
||
|
||
89
|
||
00:06:37,000 --> 00:06:45,000
|
||
您可以使用诸如 GTmetrics 或 PageSpeed Insights 等工具来调查您的站点速度。
|
||
You can investigate your site speed by using tools such as GTmetrics or PageSpeed Insights.
|
||
|
||
90
|
||
00:06:45,000 --> 00:06:50,000
|
||
图像优化是 SEO 拼图的另一块。
|
||
Image optimization is another piece of the SEO puzzle.
|
||
|
||
91
|
||
00:06:50,000 --> 00:06:56,000
|
||
我们先来看看，在上传图像到您的站点之前，您可以采取的几步。
|
||
Let's first look at a few steps that you can take before uploading images to your site.
|
||
|
||
92
|
||
00:06:56,000 --> 00:07:03,000
|
||
第一，选择一个好的文件格式，比如 PNG、JPEG 或 WIPP。
|
||
Number one, choose a good file format, such as PNG, JPEG or WIPP.
|
||
|
||
93
|
||
00:07:03,000 --> 00:07:09,000
|
||
在这个例子中，我使用开源网站 Squish 来免费更改文件格式。
|
||
In this example, I'm using the open-source website Squish to change the file format for free.
|
||
|
||
94
|
||
00:07:09,000 --> 00:07:13,000
|
||
它还有一些其他值得探索的设置。
|
||
It also has some other settings worth exploring.
|
||
|
||
95
|
||
00:07:13,000 --> 00:07:16,000
|
||
第二，缩放图像尺寸。
|
||
Number two, scale the image dimensions.
|
||
|
||
96
|
||
00:07:16,000 --> 00:07:21,029
|
||
过大的图像在用户浏览器中显示时会被调整大小，
|
||
Images that are too large will be resized when it shows up on people's browser
|
||
|
||
97
|
||
00:07:21,029 --> 00:07:24,000
|
||
这会影响您网站的载入速度。
|
||
and will affect the loading speed of your site.
|
||
|
||
98
|
||
00:07:24,000 --> 00:07:27,109
|
||
请确保缩小超大图像的尺寸，
|
||
Make sure you shrink the dimensions of very large images,
|
||
|
||
99
|
||
00:07:27,109 --> 00:07:35,000
|
||
因为世界上大多数显示器尺寸都不超过 1920 x 1080 像素。
|
||
as most monitors in the world are no bigger than 1,920 by 1,080 pixels in size.
|
||
|
||
100
|
||
00:07:35,000 --> 00:07:40,516
|
||
幸运的是，当您上传图像时，WordPress 确实会生成三种不同尺寸的变体，
|
||
Luckily WordPress does make three different size variations when you upload an image,
|
||
|
||
101
|
||
00:07:40,516 --> 00:07:44,000
|
||
但那个大尺寸的原始图像仍然会占用您服务器的空间。
|
||
but that large image still takes space up on your server.
|
||
|
||
102
|
||
00:07:44,000 --> 00:07:48,000
|
||
第三，减小图像文件大小。
|
||
Number three, reduce the image file size.
|
||
|
||
103
|
||
00:07:48,000 --> 00:07:53,000
|
||
您需要在保证质量的前提下减小图像的文件大小。
|
||
You want to reduce the file size of images without reducing the quality.
|
||
|
||
104
|
||
00:07:53,000 --> 00:07:58,000
|
||
您可以使用像 Tiny PNG 或 Squish 这样的程序。
|
||
You can use programs such as Tiny PNG or also Squish.
|
||
|
||
105
|
||
00:07:58,000 --> 00:08:04,000
|
||
最后，重命名图像文件，使其能说明图像的内容。
|
||
And lastly, rename the image file so that it explains what the image is about.
|
||
|
||
106
|
||
00:08:04,000 --> 00:08:13,000
|
||
当图像上传到 WordPress 后，建议添加替代文本（alt text）和图像描述。
|
||
When an image has been uploaded to WordPress, it is advised to add alternative text or alt text and a description of the image.
|
||
|
||
107
|
||
00:08:13,000 --> 00:08:16,763
|
||
搜索引擎非常重视替代文本，
|
||
Search engines place a high value on alt text,
|
||
|
||
108
|
||
00:08:16,763 --> 00:08:24,000
|
||
它们利用这些信息来理解图像的上下文、内容及其目的。
|
||
and they use this information to understand the context of an image, what the image is about, and the purpose of the image.
|
||
|
||
109
|
||
00:08:24,000 --> 00:08:28,000
|
||
出于无障碍目的，图像也应具备替代文本。
|
||
Images should also have alt text for accessibility purposes.
|
||
|
||
110
|
||
00:08:28,000 --> 00:08:36,000
|
||
你还需要确保至少有一张图像的替代文本中包含你的关键词或关键短语。
|
||
You also want to ensure that at least one of your images has your key word or key phrase as part of the alt tag.
|
||
|
||
111
|
||
00:08:36,000 --> 00:08:40,000
|
||
倒数第二个技巧是关于创建站点地图。
|
||
The second last tip is about creating a site map.
|
||
|
||
112
|
||
00:08:40,000 --> 00:08:42,000
|
||
这是搜索引擎会使用的东西。
|
||
It is something search engines use.
|
||
|
||
113
|
||
00:08:42,000 --> 00:08:44,625
|
||
它就像一张地图或路线图，
|
||
It is like a map or roadmap
|
||
|
||
114
|
||
00:08:44,625 --> 00:08:49,000
|
||
帮助搜索引擎弄清你网站上所有内容的位置。
|
||
that helps search engines to figure out where all content is on your website.
|
||
|
||
115
|
||
00:08:49,000 --> 00:08:56,000
|
||
站点地图不会提升搜索排名，但它确实能帮助搜索引擎浏览你网站的内容。
|
||
Site maps don't boost search ranking, but it does help search engines navigate the content on your site.
|
||
|
||
116
|
||
00:08:56,000 --> 00:09:00,381
|
||
大多数 SEO 插件会自动为你的站点生成站点地图，
|
||
Most SEO plugins will generate a site map for your site automatically,
|
||
|
||
117
|
||
00:09:00,381 --> 00:09:04,000
|
||
所以如果你不会编码，也无需为此写代码。
|
||
so it's not something you have to code if you are not able to.
|
||
|
||
118
|
||
00:09:04,000 --> 00:09:11,966
|
||
最后，我们来谈谈本地 SEO，以优化你的站点在本地搜索结果中的排名，
|
||
Finally, let's talk about local SEO to optimize your site to show higher in local search results,
|
||
|
||
119
|
||
00:09:11,966 --> 00:09:18,000
|
||
特别是如果你的客户群主要位于同一个城市或大都市区。
|
||
especially if your customer base is primarily located in the same city or metropolitan area.
|
||
|
||
120
|
||
00:09:18,000 --> 00:09:20,000
|
||
有几件事你可以做。
|
||
There are a few things that you can do.
|
||
|
||
121
|
||
00:09:20,000 --> 00:09:29,371
|
||
进行一些本地 SEO 关键词研究，在您的页脚或联系页面添加联系人信息，发布本地化内容，
|
||
Do some local SEO keyword research, add your contact information in your footer or contact page, post localized content,
|
||
|
||
122
|
||
00:09:29,371 --> 00:09:36,000
|
||
并获取本地反向链接，意思是让本地站点引用或链接到您的站点。
|
||
and get local backlinks, meaning get local sites to refer or link to your site.
|
||
|
||
123
|
||
00:09:36,000 --> 00:09:40,000
|
||
祝你努力提升自己的 SEO 排名一切顺利。
|
||
All the best as you endeavor to improve your own SEO rankings.
|
||
|
||
124
|
||
00:09:40,000 --> 00:09:46,000
|
||
别忘了安装并启用一个最适合您的 SEO 插件。
|
||
And don't forget to install and activate an SEO plugin that works best for you.
|
||
|
