Just a few years ago, search-engine optimization was widely considered a specialized knowledge of how to manipulate Google’s search rankings with clever, secret tactics. While that was an accurate assessment then, the SEO industry has matured. It is now a dynamic, multifaceted online-marketing discipline that transcends clever trickery, and has become an essential requirement of expertise for every online marketer.
　　几年前，搜索引擎优化被公认为专业的技术知识，以及通过特别的，秘密的技巧影响谷歌的的搜索排行，因此这是一项明显的证据，证明搜索引擎优化产业日趋成熟。如今的市场营销准则，已经是动态多层次的网络营销的主场，传播着灵活的技术，成为每一位网络营销者的生活所需。
Google has facilitated and accelerated this shift by changing the game in ways that help users find information faster and in a manner that emphasizes the giant’s own products. So how is SEO evolving, and what is Google’s goal? What can online-marketing professionals learn about the future best practices of the SEO industry by studying Google’s present pattern of changes? Read on.
　　谷歌配置并加速了这种转变，改变方法，帮助用户更迅速搜索到相关信息。那么，SEO（搜索引擎优化）是怎么产生的？谷歌的目标又是什么?网络营销技术人员又是如何掌握谷歌的发展动态以实现搜索引擎优化产业的最大化？下面将为大家简单介绍一下。
1. SEO is now more about building a brand than manipulation or trickery.
　　1. SEO如今更倾向于成立品牌而不是操控影响。
Changes over the past two years already have shifted our perception of search-engine optimization. We’re no longer talking about just links, keywords and PageRank. Instead, we’re discussing branding and content strategy. But building a brand and publishing high-quality content are not new concepts, they’ve always been key parts of inbound marketing. So why the sudden shift in buzz within the SEO industry?
　过去两年，我们对于搜索引擎优化系统的观念已经发生改变：我们谈论的不再只是链接，关键词和首页排名，而是推广品牌与内容策略。不过成立新的品牌和推广高质量产品并不是新的名词，它们早已根植在市场营销的主线之中。那么，为什么搜索引擎优化产业会发生如此突然的转变？
Google’s launch of its Penguin and Panda algorithm updates sent a clear message to webmasters and marketing professionals: Google will not tolerate manipulative tactics or low-quality content in its search results. The result? A strategic, quality content strategy became the only option to achieve visibility in search results.
　　谷歌发行名为”企鹅”与”熊猫”的计算机运算法则，给网络管理员和市场营销专员传递一个清晰的讯息：谷歌不再容忍企业或公司使用操控性的技巧与低质量的内容出现在搜索的结果当中。结果是？有策略，有质量的内容是获得关注的唯一选择。
A content strategy is only effective, however, when executed by a strong brand, otherwise, that content achieves little reach, viewership or audience. Simultaneously, an effective content strategy is the road to building a brand. As a result, the focus is now on content and branding rather than manipulation and trickery.
　有内容的策略才是最有效的，然而，当强大的品牌执行这种策略的时候，另一方面，只会获得极少关注。同时，高效保质的策略是成立品牌的重要途径。所以，内容比技巧更重要。
2. Google is no longer just a search engine.
　2. 谷歌不再仅仅是搜索引擎。
Yes, Google started as a search engine and it continues to serve that function. But Google has also become the leader in consumer-facing, data-oriented projects. Knowledge Graph, which attempts to figure out what searchers want, quickly supply the information and anticipate the next questions, is one example.
　没错，谷歌最初作为搜索引擎来运行并且会继续它的搜索服务。不过如今谷歌也成为了销售和以数据为导向的项目的领导者。Knowledge Graph，用以分析用户所需，迅速提供信息和提供联想的问题。
3. Links are key, but for a different reason.
　　3. 链接是主线，但出发点不同了。
Currently, it’s widely thought that the quantity and quality of inbound links to your domain and individual pages on your site are the primary factors in the ranking algorithm. Because of the resulting market for link buying and selling (which Google hates), Google might be tweaking its algorithms to give lower algorithmic weight to inbound links. However, even if links become irrelevant for SEO purposes, that doesn’t mean they won’t still be vital for your online-marketing campaign.
　当前，公司域名与主页的数量与质量已经成为影响搜索排名的重要性因素。由于市场的受欢迎度与网页的点击率（谷歌所讨厌的）成正比，所以谷歌将会改变计算机运算法则，使其承担更低的浏览量。然而，即使链接与搜索引擎优化系统的前景无关，也不等于这些因素对于你的网络营销不再重要。
4. The future is “Now.”
　　4. “Now”就是将来。
Google Now is more than a mobile voice search challenging Apple’s Siri. It’s an entirely different mindset that pulls answers from geolocation, search history and preferences, as well as recent activity on Google products and other places.[/en
　谷歌 Now 软件的功能已经不仅是语音搜索这么简单了，它还甚至威胁到苹果Siri语音软件的地位。这完全是不同的功能，它还可以搜索地点，搜索历史和用户偏好，还有谷歌最近的产品活动以及其他地区。
[en]It can search your calendar for birthday reminders. It can find your travel itinerary in your Gmail and spit out a weather report for where you’re headed. The emphasis is on serving answers, not webpage results. The challenge is making yourself relevant enough in people’s lives so that you show up in search results.
　　你可以搜索生日日历提醒，Gmail的旅游行程，它还会为你提供前往地区的天气报告。重点是，它提供的是答复，而不是网页结果。与苹果的区别在于，它让你如同置身于真实的生活中，提供人性化的搜索答复。
Because most of this takes place on mobile devices, SEO also means optimizing websites to be mobile-friendly.
　因为大多数这样的服务仅限于移动设备，而谷歌的SEO还意味着优化网页，使其更便捷友好。
5. Approach online marketing with a “product” perspective.
　5. 从”产品”的角度看待网络营销。
If you have a bad product, you can sell a few units through excellent marketing. But this strategy not only won’t last long — it’ll kill your brand as the word spreads. This is why you should treat every aspect of your inbound marketing campaign as a product.
　如果你的产品质量不怎么样，你可以通过万能的市场营销出售几组产品。不过这种策略不能长久使用——否则会扼杀你的品牌。这就是为什么你应该在市场营销战役中兼顾产品的每一个方面的原因。
Consider content as your chief product. Content can be a blog post, an ebook, a video, an email newsletter, an infographic or just about anything that’s going to be consumed by an audience.
　把产品质量当做你的首席产品。内容可以是博客，电子书，视频，邮件，图片或任何能够促使消费者消费使用的形式。
Conclusion.
　　结论
The irony is that many folks who try hard to get that number-one ranking in the search results often fail, while brands and marketers who patiently and systematically follow these steps not only reach their goals, but stay there over the long haul.
很讽刺的是许多伙伴都极力争取搜索结果的第一名，然而事与愿违，不过有耐心懂得按部就班的品牌和领导者则会根据自己的销售目标步步为营，蓄势待发。
Google has carefully crafted its strategy to encourage strong, quality content publication so its users don’t have to see the spammy content that used to litter its search results. Google’s future moves will be to further encourage this trend of quality and branding instead of manipulation and trickery.
　　谷歌很谨慎地改变营销策略，挖掘更强有力，更高质量的搜索结果，为用户提供有内涵的内容，省时又省心。将来，谷歌将会推动质量的提高和品牌的推广，而不是操纵和欺诈。
         除了Google,我们最常用的搜索引擎还有百度搜索，但似乎一开始这些搜索引擎给我们的印象都是在搜索框内输入关键字，再按 “Enter”键，就会得出包含关键字的结果。不过这些搜索结果大多都是模糊不明确的，让人感觉大海捞针。在改变SEO的策略上，Google作了很大的努力，使搜索不再只是搜索，从”输入指令—确认—结果”到 “输入问题—确认—回答”，光从这些词语已经可以看出它们的区别，搜索的过程更灵活，更身临其境。同时，高质量有内涵的销售策略也逐渐受到企业者的重视，因为成立和发展公司的品牌，注重的不应当是投机取巧，而是实实在在地为用户提供最贴心的服务，由此优化企业公司的产业结构，促进产品销售与品牌推广。

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