谷歌网站管理员工具在线教程，英文版的在线教程请看这里。本文由肖庆原创翻译，未经许可，严禁转载。下面是第二部分，随后制作成中文字幕版视频。欢迎继续关注。
As previously noted, images can be tough for Google to index. There are some things you can do, however, to help us better understand the images on your site. Annotate your image in alt text, as shown above, and optionally in plain visible text near your image. Your visible comment before or after the image can be whatever you like, but it’s best to stick with a concise version for the alt-text; no need, for instance, to include the word “image” or “photo,” since Googlebot already sees the image tag. Using descriptive filenames can be helpful to Google, and also for your users who may download your images. “googlebot.jpg,” for instance, instead of “photo.jpg.” By annotating your images in these ways, you’re not only helping sight-impaired users who may be accessing your site with a screen reader, but you’re also giving Google a better understanding of the images and improving the chances of your images showing up for relevant queries in Google Image Search.
如之前提到的，图片对于谷歌来说很难被索引。然而，你可以做些事情，来帮助我们更好地理解你网站的图片。像上面显示的那样，用alt文本注释你的图片，或者再图片附件写上可见的纯文本。在图片前面或者后面的可见评论可以是任何你喜欢的文字，但是最好与简明的与alt文本对应；比如，其中不必包含“图片”或者“相片”这些词语，因为谷歌蜘蛛已经看到了图片标签使用描述性的文件名对谷歌来说很有用，而且对用户下载你的图片也能代理不少便利。比如使用文件名“googlebot.jpg”，而不用“photo.jpg”这个。
Along with images, many web designers like to integrate rich-media or interactive aspects into their site, often using technologies like Flash or AJAX. While these can provide an engaging experience for users, Googlebot may have trouble discovering or following links on these sites. For example, textual content is sometimes stored in Flash as images, making it difficult for Google to capture the words, much less understand the meaning of the pages. With careful planning, however, sites can include dynamic and media-rich elements while still remaining reasonably accessible to users and Googlebot. Consider structuring your site so that these elements are “extras,” with your site’s core information and navigation rendered in plain text for Googlebot AND all users without Flash. This is otherwise known as “graceful degradation.” For additional useful suggestions, check out the two blog entries listed on this page.
除了图片，很多网页设计师喜欢在网站中使用富媒体或者交互元素，通常是使用Flash 或 AJAX技术。虽然这些可以为用户带来参与性体验，但是谷歌蜘蛛可能会在发现及跟踪这些网站上的链接有些困难。比如，文本内容有时候像图片一样存储在Flash中，这使得谷歌很难抓取这些文字，也就是更不容易理解这些页面的意思了。然而，通过精心规划，网站可以在让这些内容被用户和谷歌蜘蛛合理接近的同时，在其中包括动态及富媒体元素。
After you’ve ensured that your site is both findable and accessible, don’t let your great content languish with uninspired introductions. Think of the titles and descriptions on your pages together as an advertising billboard: You have just a few words to let people know what each page is about and convince them that it’s worth a visit.
在你确保你的网站同时可以找到和可以接近之后，别让你的好内容在平庸的介绍中失去活力。把网站的标题和描述一起当做一个广告牌：你只有一些词语来让人们知道每个页面是关于什么，并且说服人们它是值得访问的。
The title tag of your page is likely to be displayed anytime Google shows your page in its search results, and it’s also what people will typically see in various places in their web browser and even on social sharing sites on the web. Therefore, it’s important to have a concise, descriptive title for each page on your site.
你网页的标题标签可能任何时间都会被显示在谷歌的相关搜索结果页中，人们通常也会在网页浏览器甚至社会分析网站上的各种地方看到。因此，网站的每个页面都拥有一个简明描述性的标题，是非常重要的。
Google may draw from several different sources for the descriptive snippets in search listings, including meta descriptions, so you’ll also want to make sure your meta descriptions are thoughtfully drafted for each page on your site.
谷歌可能会从参考很多来源显示搜索列表中的描述性内容摘要，包括meta字段的描述，因此，建议确保每个网页的meta描述都是精心起草的。
Note that you can use Google’s Webmaster Tools’ “Content Analysis” feature to help you optimize your page titles and descriptions.
注意，你可以使用谷歌网站管理员工具中的“内容分析”功能来帮助你优化网页标题和描述。
It’s great having your pages in Google, but what happens when you find copies of your pages… either indexed from your site or — with or without your permission — on other sites? This is known as duplicate content, and we know that most of the time it’s unintentional; your editorial, for example, ends up getting indexed on one of your site’s Topics pages, then on your monthly archives page… and perhaps then even on a syndicated partner’s page. In cases like this, there are steps you can take to help Google determine which the best copy to show in search results is. With duplicate content on your own site, your best bet is to minimize the duplication in the first place; use 301 redirects to forward visitors to a preferred page, consistently link to this preferred version, and list it in place of other versions in your XML sitemap. If you’re syndicating your content, you may wish to ask your partners to include a link on each of their pages back to the original source on your domain. And lastly, if you find someone copying your site and you want it removed from Google’s search results, you can file a Digital Millennium Copyright Act notice, otherwise known as a “DMCA” takedown request. For additional tips, check out the Webmaster Central blog post referenced here.
让你的网页被谷歌索引是非常棒的一件事情，但是当你发现你的网页副本的时候—或许是从你的网站索引的，或许是是从其他网站索引的（无论是否经过你的许可），会是什么情况？这也称作重内容，我们知道那大部分时候是无意造成的；比如你的社论索引在网站的主题页面，然后又被索引到了存档页面……然后甚至可能出现在企业联合组织伙伴的页面。在这种情况下，有些步骤可以采取来帮助谷歌决定搜索结果最好显示哪个。如果重复内容在你自己的网站，最好的办法是在开始就最小化重复内容。；使用301重定向用户到首选的页面，永久链接到这个首选版本，并且同其他版本一起，把它放在XML网站地图中。如果你是在同步你的内容，你或许希望让你的合作伙伴在他们每个页面包含一个链回你域名中原版内容的链接。最后，如果你发现有人在复制你的网站，而且你想让它从谷歌的搜索结果中移除，你可以提交千禧年数字版权法侵权诉讼，也称作“DMCA”下线请求给我们。其他建议，请查看这里提及的管理员中心博客的文章。
We’ve covered how to get pages into Google and how to prevent private pages from appearing in our search results… but webmasters also typically want their pages to rank higher in Google’s search results. Although we once joked that we employ diligent pigeons to rank pages, the reality is that pages get listed in our search results based upon two core principles: Relevance and importance. A page is deemed relevant if it matches both the query and the interest of the user. The first is rather intuitive: if a user searches using the query “swing dancing,” for example, we’re likely to list resources associated with swing dance venues, shoes, teachers, etc. — queries relevant to the phrase typed. Personalization also plays a role, however… both in the aggregate and at the individual level. We tailor results by geography; for instance, on a search for “Banks,” we’ll show primarily Canadian banks to Canadian searchers and British banks to folks in the UK. Search results may also be slightly customized to each individuals’ search history. But with so many web pages out there and, for many queries, millions of relevant pages, Google has to further narrow down and prioritize results, and this is done by evaluating the importance of each page.
我们已经讲过如何让页面被谷歌收录，以及如何阻止私有页面不出现在谷歌的搜索结果中，……但是站长们还通常希望他们的页面在谷歌的搜索结果中排名更高。尽管我们曾经开玩笑说我们雇佣勤奋的鸽子来对网页进行排名，但是事实是网页在谷歌搜索结果中的排名基于两个核心原则：相关性和重要性。如果一个网页同时符合查询和用户的兴趣，那么该网页必定是相关的。第一个原则很直观：比如，如果用户通过“摇摆舞”来搜索，我们可能会列出与摇摆舞场馆、鞋子、老师等相关的资源，一些与键入词语相关的查询。然而，个性化在集体和个人的水平上都起到一定作用。我们根据区域调整搜索结果；比如，搜索“银行”的话，如果搜索者是加拿大的我们将主要显示加拿大的银行，而在对在英国的搜索者显示英国的银行。搜索结果还有些可能会根据用户的搜索历史来定制。但是，有那么多的网页在那里，对于很多查询，有几百页的相关页面，谷歌不得不进一步缩小范围并且对搜索结果进行重要性划分，这是通过评价每个页面的重要性来实现的。
Google’s original algorithm set that assessed the importance of web pages was dubbed PageRank. It’s now just one of over two hundred components that go into our ranking of web pages; however it does still play a significant role.
谷歌的原始算法曾规定网页的重要性评估也被称作网页等级。现在它只是超过两百个影响网页排名的因素中的一个而已；尽管如此，重要性还是起了很重要的作用。
每个网页的分数是基于链接指向它的数量—更重要的是质量。这就意味着比如来自一个知名在线杂志的链接将会比来自朋友留言本的链接更有价值。
企图购买或销售链接以传递网页等级是违反网站管理员政策的并且可能最终损害你的网站在谷歌的表现。
• The best ways to increase your pages’ PageRank are to create great content, participate thoughtfully in relevant communities online and offline, and from this garner quality links naturally.
提升网页等级最好的办法是创建高质量的内容，线上或线下深入参加相关的社区，通过这些自然地获取高质量的链接。
• – If you do buy or sell online advertising, you’ll want to make sure those links don’t pass PageRank… by using the nofollow attribute or other means recommended in our Webmaster Help Center.
如果你购买或者销售在线广告，你可能希望确保这些链接不传递网页等级……那么通过使用nofollow属性或者其他在管理员工具的帮助中心推荐的方法是个不错的选择。
As we update our index, rankings do naturally fluctuate… sometimes a little, sometimes a lot… and for a great variety of reasons. In Google’s early days, we updated our index in large, occasional batches, playfully nicknamed “Google Dances.” Nowadays, however, we updated our index incrementally. Typically, this results in subtle changes, but some sites can be affected more significantly. And while Google is moving forward, the web is changing at a frantic pace as well. The changes in your site, combined with the constant content and link updates around the web, also can noticeably affect your site’s presence in Google. In some cases, however, a site can fall to a lower ranking because it was determined to violate the Webmaster Guidelines. In such situations, you and ideally an unbiased friend or expert should carefully evaluate your site, identifying and fixing any issues. Note that these violations may have been caused by someone who worked on the site previously, or even a hacker who unscrupulously added sometimes-hidden links to your pages. We frequently send informational notices about webmaster violations through the Message Center in Webmaster Tools, so be sure you’ve signed up for this free service. We’ll talk more about Webmaster Tools later in this presentation.
在我们更新索引的时候，排名确实会波动…有时候是小幅度的，有时候却起伏很大……这由许多原因决定。在谷歌的早期，我们大批量地更新索引，这曾经被戏称为“谷歌舞步”。然而如今，我们渐进性地更像索引。一般而言，这将带来细微的变化，但是有些网站可能被更明显地受到影响。随着谷歌的不断进步，网络同时也在疯狂地变化。你网站的改变，以及网站上持续性的内容及链接更新也会明显影响到你网站在谷歌的表现。然而，在一些情况下，一个网站可能掉入一个更低的排名，因为该网站被认定违反了网站管理员政策。在这些情况下，你，以及一个公正的朋友或者专家应该仔细评估你的网站，确定并修复任何问题。注意这些违规可能是被曾经在操作该网站的人造成的，或者甚至是黑客毫无道德地添加了一些隐藏的链接到你的网页。我们经常通过网站管理员工具中的信息中心发送一些关于违规的信息性通知，隐藏请确认你已经注册了该项免费服务。我们将在该教程中讲述更多关于网站管理员工具的一些东西。
In the face of this challenging online environment, you undoubtedly want to improve the chances of your site doing well with users and Google over the long haul. Thinking like your users — while it may sound obvious — is actually a powerful start. Of course, you should provide content designed for users, not search engines… making sure to treat search engine bots as just other users and never sending them different content. But beyond that, it makes sense to consider how your users are likely to search for this content. For instance, some within your organization may insist that you refer to your star product in a specific way, but perhaps the public refers to it via an acronym or nickname — and since that is what they’re likely to search on, make sure that this text also visibly appears on your relevant pages! As you engage users with the content and links on your site, make sure they aren’t disappointed. Regularly verify that all your links are still pointing to relevant resources that reflect well on you and your organization. For other related tips, see our webmaster guidelines, linked on this page.
面临着当今充满挑战的网络环境，你毫无疑问地想提升你的网站与用户和谷歌长期和谐相处的机会。像用户一样思考—尽管这听起来有些怪怪的—确实是一个很好的开端。当然，你应该提供为用户设计的内容，而非为搜索引擎设计的内容。确保对待搜索引擎像对待其他用户一样，绝不要发送不同的内容给它。除此之外，考虑下你的用户将如何搜索该内容也是一个明智选择。比如，在你的组织内部有人可能坚持你以一种特殊方式提交拟的明星产品，但是，可能公众更希望使用首字母缩写或者昵称称呼它—-既然那就是用户有可能搜索的关键词，确保这些出现在相关页面的文本可见！当你与用户通过站内内容和链接吸引他们时，确保他们不会失望。经常性地核实所有的链接仍然指向可以很好地反应你和你的组织的相关资源。其他相关建议，请看链接在本月的网站管理员政策。
As a webmaster, you clearly have a lot to keep in mind.
作为站长，你有些事情需要清楚地记得。
Amongst the many resources in Webmaster Central, you may wish to first get your site registered with Google’s Webmaster Tools. It typically takes just a couple of minutes to sign up and verify that you own your site, though it can be a few days until detailed site statistics are shown.
除了在网站管理员工具中提及的很多年资源，你可能希望首先注册你的网站到谷歌网站管理员工具。这通常要花费几分钟来注册及验证你拥有该网站。详细的网站数据将在几天后被显示出来。
Using this tool, you and other site owners can:
使用这个工具，你和其他的网站所有者可以：
获得谷歌对你网站的看法及诊断潜在问题。查看谷歌是如何抓取和索引网站，学习正在评估网站的特定问题。
观察你的网站表现如何。学习哪些查询给你的网站带来流量，你的网站在这些查询当中的表现如何。
与谷歌同享信息来帮助我们更好地抓取网站。通过提交XML格式的网站地图，谷歌可以更好地理解在你网站上面有些什么页面，以及他们的更新频率。
Webmaster Tools don’t just show you information – they enable you to take action. For instance, you can tell Google whether you’d prefer to have the www or non-www version of your site listed in search results and you can ask Google to crawl your site at a different rate. Want to get rid of an outdated sitelink that’s showing for your site? You can do that here as well. The Webmaster Tools area also gives you a chance to let Google know about sites that are violating Google’s Webmaster Guidelines. We take these reports seriously, and while we won’t necessarily take action on each specific site reported, we regularly use these reports to improve the overall quality of our search results. What if your own site’s presence in Google has been negatively impacted due to it violating our webmaster guidelines? Simply fix the problem on your site, file a reconsideration request, and a member of our search quality team will evaluate the request and take appropriate action.
网站管理员工具不仅仅为你系那是信息，这些工具允许你采取行动。 比如，你可以告诉谷歌你偏爱www的还是不带www的网址出现在谷歌的搜索结果中，并且你还可以告诉谷歌以不同的速率来抓取你的网页。想去除一个显示在搜索结果中已经过期的“网站链接”吗？你也可以在这里做那。网站管理员工具区域还给你机会让你知道哪些是违反谷歌网站管理员的政策。我们重视这些报告，尽管我们不必对报告的特定网站采取行动，我们还是通常会使用这些报告来提升搜索结果的整体质量。万一你自己出现在谷歌中的网站已经因为违反管理员工作政策而受到消极影响呢？修复网站问题，提交重新审核申请 ，我们搜索质量团队中的一员会评估请求并采取适当的行动。
This is just the beginning. We’ve covered just a few of the resources available in Webmaster Tools, and we’re continually building more based upon your requests.
这只是开端。我们已经涵括了仅仅一些在网站管理员工具中的一部分资源，我们正在基于你们的请求持续发展。
After setting up your Webmaster Tools account, you’ll want to get an even broader set of timely information for webmasters by reading Google’s Webmaster Central blog. Here you’ll find announcements of new Webmaster Tools features, information on site accessibility, crawling, indexing and more. And like many of our Webmaster Central resources, you’ll find our blogs in multiple languages.
在设置后网站管理员工具账号之后，你可能希望通过阅读谷歌网站管理员中博客获得更宽范围的及时信息。正如我们的许多网站管理员中心资源一样，你也会发现我们的博客以多语言书写。
Our blogs address many of the questions webmasters frequently ask us, but you can browse or search for even more comprehensive information in our Help Center. You’ll find many hundreds of documents filled with webmaster-focused definitions, getting started guides, tips, guidelines and more… and in more than twenty languages!
我们的博客解答网站管理员经常问我们的一些问题，但是你可以在帮助中心中浏览或者搜索更多综合信息。你将会找到成千上万的文档，它们包括以网站管理员为焦点的定义，入门指南，建议，指南和其他更多东西，它们以多余20种语言显示！。
There are a few times, of course, when you may have a question which isn’t covered in our Tools, Blog, or Help Center. Or perhaps you’re seeking feedback on your upcoming site redesign ideas. Be sure to check out our Google Webmaster Help Groups, where you’ll find discussion sections on Crawling, indexing, tools, and even just friendly banter with fellow webmasters. Googlers from around the world participate in these groups… replying to various threads and continuously capturing feedback to improve our webmaster resources and search quality. More importantly, though, you’ll find wonderfully friendly and insightful webmasters who go out of their way to answer questions and offer useful tips. Our Groups are currently available in more than a dozen languages.
当然，在一些时候你可能有一个并不涵盖在我们的工具或者帮助中心的问题，或者你在期待对即将对进行网站重新设计的反馈意见。查看我们的谷歌管理员帮助小组，在那里，你会找到关于抓取，索引，工具，甚至只是与网站管理员的一些逗乐。来自全球的谷歌爱好者都参到这些小组……他们回复不同的帖子并且不断不在反馈来改善我们的管理员资源及搜索质量。然而，更为重要的是，你将会发现非常友好及有见解的网站管理员，他们自由提问并且提供友好的建议。我们的小组目前以超过12个语种呈现。
No need to bookmark each of these individual resources. You can find all of this at Google Webmaster Central, located at www.google.com/webmasters.
无需收到每个单一的资源，你可以在谷歌网站管理员工具中找到所有这些，网址是：www.google.com/webmasters。
Google also offers services beyond Webmaster Central to help you create and share compelling content with your users as well as gain insights into your site and competitors in your space.
谷歌同时也提供不止于网站管理员中心的服务来帮助你创建及与你的用户分享独特内容，深入了解你的网站，同行竞争者。
Sometimes your site could benefit from a bit more interactivity, more oomph. Be sure to explore Google services such as… [display icons one by one] YouTube and Picasa for videos and photos, Sketchup for engaging 3D models, Calendar for events listings, Maps and Earth for directions to your business and richly annotated tours, Blogger for the latest announcements, and so on.
有时你的网站可以通过更多互动和活力获得更多好处。去探索谷歌的一些服务吧……比如[图标逐一显示] YouTube and Picasa分别提供视频及图片服务，Sketchup提供3D模型，日历提供事件记录，地图和地球提供商业只是，及丰富的带注释旅行。Blogger提供最新的通告，等等。