文案与商业写作2014mattcutts.com
为 SEO 而写的客座博客如何走向衰落
The decay and fall of guest blogging for SEO
导读
Matt Cutts 发文称用于 SEO 的客座博客已衰败，引发评论争议。评论指出客座博客还有获取受众、推荐流量等非 SEO 价值，并反思平台算法难以区分内容好坏。写作者可从中理解平台规则变化，坚持内容质量而非单纯迎合 SEO。
可以直接用的写作要点
- 01
客座博客不应只为了外链和 SEO，它能带来更精准的推荐流量和受众建设。
- 02
平台算法无法完美区分优质与垃圾内容，写作者应坚持提供真正有价值的内容。
- 03
任何写作策略都可能被滥用，但质量取决于具体文章而非形式本身。
- 04
不要过度依赖单一平台规则，建立多元渠道和真实读者关系更重要。
HN 评论精选
客座博客的价值远不止 SEO，不应因算法无法区分好坏就被全盘否定。
这是我在 Cutts 博客上读过的最糟糕的文章之一。因为他们无法真正区分好的客座文章和‘勉强过得去’的客座文章，所以就要把整个形式都否定掉？告诉你：客座博客有意义的原因远不止 Google。事实上，这可能是如今客座博客最不重要的原因之一。比自然搜索更精准的推荐流量、受众建设、触达自然搜索无法触及的新渠道，以及许多其他非 SEO 原因，才是客座博客不会像其他链接建设方式那样消亡的理由。你得佩服这个全球最大的内容 scraper 和‘重复内容’来源（如今他们侧边栏里全是抓取来的天气、维基百科等信息）来制定允许与不允许的规则。极其虚伪，但好消息是，依赖 Google 从来都不是必要的，而且随着时间推移越来越不必要。
halcyondaze查看英文原文
This is just one of the worst things I've ever read on Cutt's blog. Because they can't really distinguish good guest posting from 'passable' guest posting, it's all done? Got news for you: guest blogging is relevant for many more reasons than Google. In fact, that's probably one of the least important reasons to guest post or guest blog these days. Referral traffic that is more qualified than organic search, audience building, reaching new channels that organic search cannot quite tap, and many more non-SEO oriented reasons are why guest blogging will never really die out in the way that other types of linkbuilding have died out. You have to love the world's biggest scraper and source of 'duplicate content' (all the scraped info from weather, wikipedia, etc in their sidebar these days) making up the rules of what is and isn't allowed. Extremely hypocritical, but the good news is that relying on Google never was necessary, and is becoming less and less so as time goes on.
不能因为无法区分好坏就否定整个形式，质量取决于具体内容而非策略本身。
所以因为 Google 的算法无法区分垃圾邮件和正常邮件，我们就得把婴儿和洗澡水一起倒掉（抱歉混用了比喻！）我们已经看到 Google 漏掉了一个大规模且长期运行的链接方案（rapgenius），不得不笨拙地临时手动调整来挽回面子……现在我们看到他们试图阻止客座博客被用于垃圾邮件。好吧，你猜怎么着，每一种能用来做好 SEO 的策略，都可能被错误地用于‘坏’SEO。你可以留下一条很有见地的评论，也可以留下一条垃圾评论。你可以写一篇带来巨大价值的精彩客座文章，也可以写一篇垃圾的糟糕文章。Google 是在承认他们无法区分两者，所以想毁掉整个事情，以便继续宣称他们仍然知道自己在做什么。好吧，让我重申许多人都已经知道的事：皇帝没穿衣服！
lingben查看英文原文
so because google's algos can not distinguish between spam and ham, we have to throw out the baby with the bathwater (sorry for mixing metaphors!) we've already seen how google missed a massive and long running link scheme (rapgenius) and had to do a clumsy temporary manual change to save face... now we're seeing them try to stop guest blogging from being used for spam well guess what, every tactic that can be used to create good SEO can be used in the wrong hands for 'bad' SEO. you can leave a great insightful comment or you can leave a spammy comment. you can do a great guest blog article which adds tremendous value or you can do a spammy terrible article google is confessing that they are incapable of telling them apart so they want to destroy the whole thing just so they can go on saying that they still know what they are doing well, let me reiterate what many already know: the emperor has no clothes!
平台算法依赖可模仿的信号，导致难以区分自然与操纵内容，高质量写作者可能被误伤。
这是打击垃圾邮件的难点。Google 的目标是确定哪些网站是‘最好的’，并用自然（有机）链接的数量作为评分卡。而一旦人们意识到 Google 在看这个，他们就开始模仿自然链接来提升自己的排名。某种意义上，Google 是有史以来最大的众包项目。它很像 Reddit 或 HackerNews，每个链接都是一次点赞，但 Google 的天才之处在于每个链接权重不同，而且链接是使用互联网的自然副产品。简而言之，参与众包排名系统的人大多数时候甚至没有意识到自己在这么做。他们只是做自己喜欢的事，并留下一个副产品（链接、社交信号），Google 可以用它来告诉你哪些网站被人们认为有价值。但这意味着，一旦人们知道 Google 用什么来排名，他们就能模仿这些信号，让算法偏向自己。Google 将遇到的问题是一旦垃圾邮件发送者能够紧密地（有时是程序化地）模仿‘有机’发生的情况，Google 的算法就无法区分。目前 Google 的做法似乎是忽略或大幅贬值互联网上被垃圾邮件淹没的部分。文章投稿、博客评论，现在显然还有客座发帖，这对那些真正做高质量、有机客座发帖的人很糟糕；对 Goo…
austenallred查看英文原文
This is the difficulty in fighting spam. Google's goal is to determine which sites are the "best," and use, as their measure for doing so, the number of natural (organic) links as a scorecard. And as soon as people realized that's what Google was looking at, they started to mimic the organic links to boost their own ranking. In a sense, Google is the largest crowdsourced project of all-time. It's a lot like Reddit or HackerNews in that every link is an upvote, but the genius of Google is that each link carries a different weight, and that links are a natural byproduct of using the Internet. In short, the people contributing to the crowdsourced ranking system don't even realize they're doing so most of the time. They're just doing what they like and leaving a byproduct of doing so (links, social signals) that Google can use to tell you which sites people consider valuable. But that means that once people realize what Google is using to rank, they can mimic those signals, and sway the algorithm in their favor. The problem Google is going to run into is that once spammers can closely (and at times programmatically) mimic what is happening "organically," Google's algorithms cannot tell the difference. Right now Google's approach seems to be ignoring or highly devaluing portions of the Internet that have been overrun with spam. Article submissions, blog comments, and now apparently guest posting, which sucks for people that do really high quality, organic guest posting; for Google that has to be collateral damage. Spammers will simply move on to the next portion of the Internet, mimicking what Google still uses as a ranking signal. It's an endless battle. One of the big things I see happening now is entire website hijackings (I've been meaning to email you about that, Matt). I did a quick little report on the search engine results for "Viagra," and 81 of the top 100 are hijacked websites, including a client I have to upgrade to a newer version of Drupal, as the older one has been compromised. I don't know if or how Google will win this battle, but it's far from over. I honestly feel like the new way we gather data to rank websites, and what will be successful in 25 years, will have to be completely unrelated from what Google is doing now, and much harder to manipulate than spreading links all over the Internet.
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