301: Less Work, More Traffic – A Free Workshop (+ 7 Ways to Strategically Use Google Search Console!)

使用上面的播放器收听美食博客专业播客的这一集,或者在必威游戏betway必威登录Apple Podcasts,Google Podcasts, orSpotify.

这是一张关于交通的图片,也是BjorkOstrom在食品博客Pro播客上的一集的标题,“少工作,多交通”必威游戏betway必威登录

欢迎收看美食博客专业播客第301集!本周在播客上,比约克谈到必威游戏了betway必威登录如何使用谷歌搜索控制台,并谈到了下周将举行的免费研讨会!

Last week on the podcast, we celebrated our 300th episode and talked about what you can expect in future podcast episodes. To go back and listen to that episode,click here

少工作,多交通

We’re holding a FREE event next week on Tuesday, April 27 at 1pm ET / 12pm CT called Less Work, More Traffic. In this workshop, we’ll teach you how to think strategically about the content that’s already on your site in order to build your audience and get more traffic.

You can register for free here, and if you want a bit of a preview of what we’re going to share during the workshop, you’re in the right place!

在这一集的播客,比约克谈到了事件,然后分享了七种不同的方式,您可以使用谷歌搜索控制台优化您的网站搜索流量。

来自Bjork Ostrom在Food Blogger Pro Podcast上的外观引用,必威游戏说betway必威登录,“你如何思考战略性地了解您的内容图书馆,并减少工作以获得更多的流量?”

在本集中,您将了解:

  • How to get registered for our FREE Less Work, More Traffic Workshop
  • What sitemaps are
  • How to inspect your URLs in Google Search Console
  • Google搜索控制台上的发现部分是什么
  • How to make sure you have email notifications turned on
  • What Manual Actions are
  • How to enhance your site for search
  • How to improve your existing content

Resources:

If you have any comments, questions, or suggestions for interviews, be sure to email them to[email protected]

betway 客户端

成绩单(单击展开):

比约克·奥斯特罗姆:我今天要做一个简短的个人插曲。这实际上是一个集中在谷歌搜索控制台的插曲。我对此感到兴奋,因为它实际上与我们即将举办的一个活动有关。活动的全部内容都是关于如何优化您的内容。我们称之为少工作,多交通。你的想法是如何从战略上考虑你的内容库,减少工作量以获得更多的流量?现在?但这并不意味着没有工作你就得去工作。但这一切都是为了思考,不仅仅是为了创造新的内容,而是我们如何利用现有的旧内容并对其进行优化。有很多方法可以做到这一点。我们将讨论一些非常具体的事情,我们做一些容易遵循的过程,你可以使用这些过程来帮助你发现你最关注的领域。然后,一旦你确定了你想要更新的内容,你将要做什么。

比约克·奥斯特罗姆:If you’re interested in checking out that event, you can go to foodbloggerpro.com/register. It’s going to be happening on the 27th of April at 12 Central. You can do the time zone calculation there if you want. We’re going to have a replay available as well, but you can just sign up if you’re interested, even remotely interested in checking that out. It’s foodbloggerpro.com/register to learn more about that.

比约克·奥斯特罗姆:We’re going to go through that specific process, but today I’m going to talk about seven different things that you can do within Google Search Console. A lot of people think about Google analytics, we spend a lot of time in Google analytics, but we don’t spend as much time in what I’m going to call GSC for short so I don’t have to say that over and over again. Because it’s kind of a little bit neglected in the world of Google tools, but it’s really powerful and actually offers some incredible insights. I’m going to talk about some ways that you can use it and then in that event that we’re doing next week, if you’re listening to this podcast in real time, in that event, we’re going to walk through a specific process, start to finish what it looks like to pinpoint content that you can optimize, specifically around search optimization, how you can find those high value pieces of content where they’re not fully optimized, and then some of the things that you can actually do to go about optimizing that. Be sure to check that out. Again, foodbloggerpro.com/register.

比约克·奥斯特罗姆:But for those who aren’t familiar, here’s the couple of ways that you can use, last time I will say, at Google search console, or last two to three times, I’ll say it, no promises that I won’t say that again, but for the most part from now on I’m going to say GSC. Let’s jump in and talk about it. Number one, site maps. For those who aren’t familiar, a site map is essentially a map of your site. The word is describing what it is. Google crawls your site. We talk about that all the time. There’s bots that come and they crawl your site, and those bots are crawling your site to inform a search engine, or maybe it’s a tool like Ahrefs or SEMrush. They have bots as well. Clarity actually has a bot, a tool that we’re working on that crawls your site once you start using it. All of these are tools that come in and crawl your site to get information about your site and to bring that back and display it in a certain way.

比约克·奥斯特罗姆:对于Google来说,它将其显示为一个搜索结果,这是很自然的事情。如果你的网站上有链接,最终指向你的网站,那么谷歌可能会找到它的方式到你的网站。但如果你有一个网站地图,你只要给谷歌说,“这里是我的网站上所有不同的页面,这里是我希望你如何对待他们。”最好的方法是,如果你在WordPress上运行,就是使用一个名为Yoast SEO的插件。Yoast SEO所做的是它自动创建一个站点地图,然后你可以获取这个URL,你可以在插件中看到它,然后把它放到GSC中,GSC会看到这个站点,Google会看到你的站点,然后说,“好的,我可以看到所有不同的页面。我看我该不该爬这些。然后,当谷歌机器人在你的网站上爬行时,我可以考虑到这一点。”

比约克·奥斯特罗姆:现在,一个重要的考虑因素是,如果你开始做视频,你应该考虑看一个叫做Yoast SEO的插件。我想这叫做WordPress的视频搜索引擎优化。这是一个高级插件,但它所做的是它的附加信息层视频。很多人不知道这一点,如果你使用的是常规的站点地图插件,同时你也在做视频,你就没有完全优化你的站点地图。你还需要那个视频搜索引擎优化插件。这样做的目的是通过你的网站地图向谷歌提供更多关于你视频的信息。

比约克·奥斯特罗姆:现在,最重要的是,如果您还使用广告网络,我们使用接受者。yoast的视频SEO插件不会达到足够智能,也可以捕获正在使用的广告网络进行那些视频。至少它不是在我们录制的时候。然后,您必须为广告网络使用站点地图。我们实际上有两个不同的视频站点地图,一个用于接受者代表我们拥有的90左右的视频,我们拥有视频广告玩家。然后,我们也有一个我们拥有的任何YouTube视频的网站地图。这是一个视频网站地图,它在Yoast SEO网站地图中生活。但是这是什么,它为我们网站上的视频提供了额外信息。

比约克·奥斯特罗姆:All of those are submitted. You can have more than one submitted site map. We actually have three. An AdThrive video site map, we have a category site map, and then we have the site map index, which is kind of the hub for our site maps. Technically, you actually, within your regular site map, that should account for the category site map. Usually what you’ll see is you’ll just have one. Then within that one, you’ll have multiple sub site maps. When we look at our site map index, we have within that category, page post, video, and web story site map. Anyways point being, you can have multiple site maps and you want to make sure that you have a different video site map for any of the video content that you have. It’s something that people normally don’t think about. We just started doing that a couple of years ago. That’s the first one. Site maps within GSC.

比约克·奥斯特罗姆:二是URL检查。这是一个伟大的工具来做任何类型的故障排除。假设你已经注意到你的网站有点奇怪,你想做一点故障排除,看看是否有一些问题的原因之一,为什么你的网站没有显示你想在谷歌,或者你只想看看其他方法,你可以优化这个网站。您可以使用URL检查工具。从本质上说,这是一个小健康检查从谷歌在一个特定的网址上你的网站。它将向您展示所有不同的考虑因素。它会说,“嘿,这是提交给谷歌的吗?它被编入索引了吗?“但它也会告诉你需要改进的地方。它就像一个红绿灯,绿黄相间。绿色意味着它很棒,有效,有效。黄色就像,“嘿,慢点。有个警告。有时这意味着你需要添加额外的信息。有时候不是。它只是一面黄色的旗帜让你看看。

比约克·奥斯特罗姆:Then, there’s red, which is an error. This essentially is something that you should look at and you should try to fix as soon as possible. Kind of that, “Stop what you’re doing. Take a look at this. This is an issue that we consider to be really important.” And by we, I mean, Google. It’s a great tool for troubleshooting, but it’s also a great tool if you make updates to a specific post. You can come back and you can look at that and you can take a look at what Google is saying about that by doing a little health check on that.

比约克·奥斯特罗姆:Now, when you do that health check, one of the things that you can do is you can request that Google indexes that page again. That means that Google is going to take a look at that, it’s going to come back to that page, and it will update the information that it has on it. That’s really important if you’ve made updates or changes that you go ahead and do that with the URL inspection tool so you can see the most up-to-date information.

比约克·奥斯特罗姆:第一,网站地图。二号,网址检查。三号,发现。什么是发现的?理解发现的方式是下载Google应用程序。这就像你用于搜索谷歌的应用程序。它位于App Store或Android中。基本上,它就像谷歌饲料一样。当你拉起这个应用程序并且您正在滚动时,它会为您提供谷歌认为您对观看感兴趣的信息。对我来说,我一直对加密货币感兴趣,我有一个道奇硬币,dogecoin,我甚至不知道如何说出来,乐队信息。 There’s actually a page how to ask Google to re-crawl or update a page, which is funny because that’s what we’re talking about right now. Then, there’s stories there.

比约克·奥斯特罗姆:本质上,发现一个提要的信息that Google considers to be interesting for you. They surface that based on your browsing history and things that you’ve read about, things that you’ve looked at, maybe YouTube videos you’ve watched. All of that information Google’s able to pull in from the Google products that you visited. It knows that information about you and it can surface content. For us as content creators, what we want to do is have our content surfaced in as many places as possible. One of the ways that we’ve been talking about Discover a lot is with web stories. Web stories have been kind of quiet in quarter one. It was interesting to watch Google testing that in quarter four. We’re going to start getting into testing it a little bit more with Pinch of Yum here in the next month or two to see, is this something that’s worth us moving forward on spending time with? We’ve been talking about that on the Food Blogger Pro forums a little bit saying, “Hey, what, what does this look like for us to do stories and to do that well?”

比约克·奥斯特罗姆:为了做到这一点,我们需要了解内容的曝光率。GSC的探索区将向我们展示这一点。它不仅会向我们展示一些东西的印象数量,还会显示点击数量,这样我们就可以看到显示在Discover中的内容的流量类型。现在,它可能只是一个普通的网页。它可能是一个食谱,你张贴,并显示在某人的发现饲料和人们点击它,并与之互动,来到你的网站。但它也可以是一个网络故事,有人点击它,他们在Discover中观看这个网络故事,然后点击它并与这个网络故事进行交互。“发现”是一个你可以发现并查看信息的地方。

比约克·奥斯特罗姆:Now, one of the things that we’re also doing is we’re thinking about how can we use Google Analytics to get a better understanding of web story traffic. This is just a little tip that I wanted to share. One thing that we’re doing is we’re actually creating a different Google Analytics property. You have a property within Google Analytics. It’s not technically a different account. If you look at your Google Analytics accounts, there’s different tiers. If I’m looking at the Pinch of Yum account, we have a tier that is Pinch of Yum. Pinch of Yum is kind of like the hub, the analytics account. Then, the property, it’s called properties and apps, is where you can divide that up into other areas.

比约克·奥斯特罗姆:我们的一个特色是videos.pinchofyum.com,这是为任何购买了少量百胜电子书的人准备的。还有一些视频。我们有pinchofyum.com,它就像百胜所有流量的主要枢纽。然后,我们现在除了一些其他的,还有pinchofyum.com/webstories。本质上,也就是说,它是一个不同的属性来跟踪任何“流量”或指标,我想,是一个更好的词为网络故事相关的内容。之所以如此重要,是因为我们不希望我们的网络故事干扰我们网站的真实“真实流量”。我们已经创建了不同的属性来跟踪它。这是在谷歌分析和我说的谷歌搜索控制台,但GSC分裂出来。它不会弄脏水,因为有一个真正的发现区。如果你没有花时间在这上面,这是一个有趣的领域,特别是如果你开始做网络故事,因为我们看到谷歌使用的主要方式,这些是我们看到他们使用网络故事的主要方式,是在这个feed中,在Discover中。

比约克·奥斯特罗姆:Be sure to check that out. You might not have any traffic there. That’s normal. You might not have any clicks or impressions. But if you start to do web stories or if some content occasionally gets picked up, you’ll probably see some spikes. It’s not as consistent as search traffic. It’s really kind of spiky behavior. It’s almost like something goes viral for a few days and then it dies off, but it’s an interesting area and something to keep an eye on. That’s number three, Discover.

比约克·奥斯特罗姆:第四,这更像是某种PSA。确保您确实打开了电子邮件通知。我听过一些人选择不接收GSC通知的故事,他们发送了一些非常重要的电子邮件,但人们没有收到通知,因为他们选择不接收这些电子邮件。你可以进入右上角。有一个带有设置小部件的小配置文件图标,叫做用户设置。你点击它。然后,它说电子邮件偏好。我只想确保你已经启用电子邮件通知打开,你没有任何电子邮件取消订阅。

比约克·奥斯特罗姆:What that will mean is that any time that GSC notices an error, an issue, that you’ll get an email notification, because if you aren’t in the habit of actually logging in and looking at it, there might be some really important things that come up that you aren’t aware of. It’s important to go in and check to make sure that those things aren’t happening with your site, because if they are, that could be a really easy win to fix those things.

比约克·奥斯特罗姆:For example, this is actually number five, checking the security and manual actions area. I’ve also some stories of people having manual actions or security issues that they weren’t aware of. Essentially what a manual action is Google going in and saying, “Hey, we are going to flag this website or this platform, whatever it might be, this blog, because there’s an issue here and we think that this issue is worth us artificially restricting the amount of exposure that it gets.” Chances are for those listening you’re not going to have this, but there might be one of you, there might be two of you, there might be 10 of you, who have some issue in security and manual actions; and if you also have emails turned off, or if you haven’t looked at those, then that might be something that could be an easy win when you go in, you see that there’s an issue, you correct it, and you have that manual action removed.

比约克·奥斯特罗姆:我们不打算深入探讨这方面的细节,它应该是一个真正了解搜索的专业人士,这将帮助您导航。但你要做的第五件事,就是去检查那个区域。确保打开电子邮件通知后,请确保检查GSC中的手动操作和安全问题。您应该看到一个绿色的复选标记,表示未检测到任何问题。那很好。你可以继续。如果你打开了电子邮件通知,你就会知道当出现问题时你会收到通知。

比约克·奥斯特罗姆:第六,我称之为增强。增强功能本质上是你向Google提供的关于你的站点的任何附加上下文信息。我们为百胜提供了一些例子:面包屑、常见问题解答、指导食谱、食谱、评论片段、网站链接、搜索框和视频。现在,还有很多其他的增强功能,但本质上这是以某种方式编码的信息。如果你正在使用一个配方插件或者像Yoast SEO这样的插件,它应该会帮助你做到这一点,但是它是以某种方式编码的,告诉谷歌这是一个特定的领域。一个简单的例子是FAQ部分。如果你有一个常见问题部分,你可以使用像Yoast插件这样的东西来做到这一点。这将以这样的方式标记内容:“嘿,这是一个常见问题领域。这些都是问题,下面是答案。”

比约克·奥斯特罗姆:What you’re looking for here is, in the enhancements area, is anything that’s most importantly in error, and again, red, yellow, green. If it’s red, that’s Google saying, “Hey, this is important. You need to check this out and fix this.” If you have something that is red, go in and fix that error, because that’s going to mean that the enhancement is fully enhanced. It’s valid and there’s no issues with it. There’s going to be different errors that might present in all of those different enhancement areas so breadcrumbs are going to have different issues than FAQ, than guided recipes than recipes, than review snippets, on and on and on. The point here is to spend some time looking through this.

比约克·奥斯特罗姆:现在,如果您打开了电子邮件,您应该在发现这些电子邮件时收到通知;但是,如果没有,您可以登录,您只能查看可用的所有不同的增强功能,并确保尽可能地,如果您看到它们,您可以摆脱这些错误。它不是最有趣的事情,但它为您提供了一些非常清晰的步骤,以及您可以解决的一些很清晰的方式。谷歌有很多信息。如果你不这样做,就会到达一个专业人士的人。如果您是Food Blo必威游戏gbetway必威登录ger Pro会员邮报,在论坛中。我们会尽我们所能走过这个过程,并帮助您弄清楚改善它的最佳方式。

比约克·奥斯特罗姆:Then, number seven, this is actually going to be the area that we are focusing on for the event that we’re doing, the Less Work, More traffic event. It’s around finding content that you can optimize and talking through ways to optimize that. Things that you can do to improve that content. The idea with this less work, more traffic concept is you’re not taking something from the ground up and hoping that you rank for it. You’re finding something that you already are kind of doing well with and you’re looking for ways to improve that and optimize it to gain some of that position.

比约克·奥斯特罗姆:如果您在谷歌和您排名八,您如何调整和改变并增强内容,以便您可以从八个到位四?我们将提供一些实际的例子,即用少数少了一下我们所做的方式。有时它非常剧烈。一夜之间,就在您发布内容后,您可以看到一个钥匙词的一个示例,其中它从六个到第一,它刚刚在过去的三个月里少了三个月。我们通过使用像GSC这样的工具来完成并分析我们可以查看的内容以及如何改善它的工具。

比约克·奥斯特罗姆:我们要谈论该结果的细节,但这里的外带是在研究结果区域度过一些时间,并专门熟悉搜索查询区域。你将能够看到查询,关键词是另一个词来说,这对你最重要的基于点击次数和你得到特定关键字的印象数。当你开始花一些时间时,它真的很有趣;特别是当您单击以查看特定查询时,在GSC中提供的四个区域:Total Coltion,总次数,平均点击率和平均位置。

比约克·奥斯特罗姆:一个非常简单的例子是Yum的查询。这是一个很流行的查询,因为人们只是想了解一下百胜,而不是键入pinchofyum.com,而是搜索pinchofyum,然后单击第一个结果。平均位置为1.1;平均点击率很高,是88%;总印数113次;总点击量是十万次。这是过去三个月人们在谷歌上搜索百胜的时候所做的查询。

比约克·奥斯特罗姆:You can see, when you start to spend some time with this, you look at some of these other keywords that you might have that Google’s surfacing for you. You can track to see where that has ranked over time, and if it’s gone up or down. That’s what we’re going to be talking about in this event. We’re going to be talking about ways that you can slice and dice this information to quickly surface content that you can then optimize, and we’re going to be talking about some of the ways that you can optimize that as well.

比约克·奥斯特罗姆:Again, the event is coming up, for those who are listening in real time, it is coming up next week, and that is on Tuesday next week. It is at 12 Central. You can do the Central conversion time. Let me see if I can do that in real time. That is 10 Pacific, one Eastern, and that’s the extent of my time zone conversions, because we do that all the time with our team.

比约克·奥斯特罗姆:Really excited about it. If you want to check it out, foodbloggerpro.com/register. That’s where we’re going to be collecting anybody who’s interested and in notifying you of how you can check that out once we do go live with it, or if you want to watch the replay. Really fun to talk through this stuff. I love geeking out on any of these tools. We exist as a company because we want to help you get a tiny bit better every day forever. I hope this podcast allowed you to do a little bit of that. We’re going to be back here as always next week. Appreciate you and all that you do for this community, especially Food Blogger Pro members who are helping other members out. It’s one of the great joys that we have is creating a community of people who are doing good things in the world. We will be back here again next week. Thanks for listening.

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