Zac Interview Matt Cutts

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SEO Expert interview series just finished the first article. Some of the problems are more sensitive, Matt Cutts is busy, so it took a long time.

But I hope you can feel the value.

The interviews focused on Chinese search and search engine optimization. Matt Cutts and Google's "top Chinese anti-spam Engineer", Jianfei (Zhu Jianfei), answered my question. Of course, a lot of questions and answers are not limited to Chinese search and SEO, for all seoers have reference meaning.

Brother Jia Lun First guessed the interview object. I'll send you a small gift if you can tell me the mailing address. :-)

The following is the Chinese translation of the interview.

ZAC: First of all thank you for accepting this visit, I believe that SEO and internet marketers in China will be very helpful.

There are many misunderstandings about SEO in China at present. Some people hear the first idea of SEO is "rubbish". Some say SEO is short-sighted, is suicide road. From the point of view of the search engine, is this true? is SEO annoying, permissible, or encouraging for Google? I mean the white hat seo.

Matt: It's a common misconception that search engines don't like SEO. The fact is, follow the Google Quality Guide (Quality guidelines) SEO is OK. This includes making sure that your site can be crawled, figuring out the words people use when searching, and naturally including them in the content of the site, so that the title and URL of the page are descriptive.

What Google and other search engines dislike is that some people try to cheat or take shortcuts to get a higher ranking than they should. When the site violates our quality guide, Google is called garbage (spam).

Zac:google officially opened the Chinese name "Google" in April 2006, but most Chinese users seem to dislike the new name.

According to the China Internet Information Center survey, Google's market share has fallen from 33% in 05 to 06 years ' 25.3%. What do you think of the decline in market share in the survey?

Jianfei (Zhu Jianfei): In this market share, let us refer to Kai-fu Lee's instructions, "the number of these surveys may be a certain error." Different users, the frequency of using the search engine will be different, someone may use 10 times a day search engine, someone may only use once a day, simple sampling results may not reflect the actual flow of traffic. ”

ZAC: I noticed that there are Chinese employees at Google headquarters. Do you know how many Chinese are in Googleplex? How are they doing? Any suggestions for fans who want to join Google?

Jianfei: We do have a lot of Chinese engineers in Googleplex. They did a great job. You can browse http://www.googlechinablog.com/some Chinese engineers about their life in Google.

Fans who want to join Google can search for jobs in http://www.google.cn/jobs/. Do not join Google also welcome to my suggestions and ideas. Their support is very important to us. Report Trash can go to http://www.google.cn/contact/spamreport.html

Matt: Actually, if you sign up for Google Webmaster,
http://www.google.com/webmasters/

You can also use these two forms to report rubbish.
Https://www.google.com/webmasters/tools/spamreport?hl=zh-cn
Https://www.google.com/webmasters/tools/spamreport?hl=zh-tw

In addition, if you do not want to register Google account, you can also report spam here:
Http://www.google.cn/contact/spamreport.html
Http://www.google.com.tw/contact/spamreport.html

But I suggest the top two. We give more weight to Webmaster's garbage report.

Zac: Let's talk about copying content, which is a hot topic recently.

I see more content replication on Chinese websites. Many Chinese webmaster like to "collect" content from other websites, some use software, some artificial, then put on their website. Does Google punish sites that are full of visible content? Is there a percentage or threshold that exceeds the penalty?

What should the creator do to make sure that the original version is correctly identified?

Jianfei: We noticed that some Chinese websites have a lot of copy content. Users like to see different search results, so Google tries to provide a variety of results. Our algorithm has a number of ways to clear the content of replication, we will continue to find ways to improve.

ZAC: Some sites use a number of domain names, the content is exactly the same, such as domain.com and domain.com.cn. Is it dangerous? What is the best way to deal with it?

Matt: If the content is really the same, I will choose a domain name, another domain to do the switch to the selected domain name. For example, Google.com do a permanent turn (301) to www.google.com, and we see and usually choose to turn to the point. If the content is in a different language (such as Chinese and English), then the contents of the two different domain names are not dangerous, but if the content is exactly the same, it is best to change from the duplicate domain name to a selected domain name.

A mirrored web page without steering can cause problems. It is best to use 301/permanent steering Because Google may choose to delete or not show your favorite version.

ZAC: I've been emphasizing good original content on my blog, and this concept is well accepted by Chinese seoers. The problem is, as many readers ask, for example, if my company is selling "glass edging machines", this thing is simply too boring, what can I write interesting content? Can you give some tips on how to develop this highly specialized product content?

Matt: Don't forget that creativity really helps. For example, there is a station to do industrial mixer, sounds a very boring topic. But take a look at this video: Http://www.youtube.com/watch?v=aM94aorYVS4 you will see something wonderful. They throw things into the mixer to prove how powerful their machines are.

It is true that some heavy machinery or industrial sites are boring at first, but from a creative standpoint you often increase your interest in your company. Even like newsletters, blogs, industry information, or other resources can be the reason others are interested in your station and are connected to you.

ZAC: We can find the PR highest Chinese station is PR8. Do you discriminate against Chinese stations in PR? If not, why not PR9 even PR10 site? Is PR still useful for rankings?

Matt:pagerank does depend on the link structure of the Internet, but I don't lose heart because I can't see PR9 or PR10 's station. First, Chinese stations are usually ranked in comparison with other Chinese stations, so the competition is fair. It is also important that Google's PageRank have finer metrics (not simple 1 to 10), so the two stations that show the toolbar PR6 may have different PageRank.

Google has a special handle on the measurement of the authoritative reputation of non-English sites.

Zac: English website seo and Chinese website seo have any significant difference? Is your algorithm different for different language processing?

Matt: I think different countries do have different ways of doing SEO. In Germany, for example, people are more likely to use a conjunction character (-) in a domain name. Some countries are more inclined to make money through the Affiliate Program (affiliate programs), and some countries make more by mobile phones than credit cards because credit cards are not as common in every country. But there are many similarities in SEO operations.

Jianfei: English website seo and a Chinese site SEO is a major difference is to do the search term. For example, "Viagra" is one of the most rubbish search terms in English, "cell phone ringtones" in Chinese garbage more. Another difference is that almost all large and medium-sized Chinese stations have blogs, other languages are not.

ZAC: AdWords Users in other countries are generally registered directly at Google. But Google has taken another approach in China, working with the AdWords agency, in a way that is localized, because all other keyword bidding (PPC) providers in China do so.

Keeping a direct relationship with advertisers has proven to be a success worldwide, why has Google taken a localized approach in China? Do you think AdWords is successful in China?

Matt: I'm not an expert, but I know that Google is trying to adapt to every market, presenting products in the most effective way in that country. I am proud of the AdWords team and I think they have done very well in China.

Zac: Some SEO believe that freshness (freshness) plays a very important role in Google rankings. Many people think that blogging is easy to get a good ranking, partly thanks to freshness. But some SEO think that often modify the page is not a good idea.

What's your suggestion? Constantly updated or not?

Matt: It depends on your industry. I will do everything that is good for the user. Updating a Web page for updating a Web page may not be efficient. But if you have a blog, frequent updates may attract more users. So for some people, less frequent updates may be more appropriate (for example, manufacturing companies), and better for others (like you are a blogger).

is Zac:seo service a reliable business model and worth recommending to China's seoers? I ask because there are very few SEO companies with a reputation in China. Many companies claim that they offer SEO services but in fact they do it by sending rubbish in forums and blogs.

Follow the rules of the individual SEO are struggling for survival.

I believe you know a lot of successful SEO companies. In China, SEO industry has a future? How do we grow from personal to reputable SEO company?

Jianfei: I think if SEO follow Google's quality guide, he can have a good future. Search engine results are important to the industry, so there will be a lot of market demand for disciplined companies.

Matt: If you're thinking about SEO, it's important to look at the long term. Users suddenly increase and then Google or other search engines find spam and delete the site, which is useless to the site. You can ask if you have reference customers, or whether you can have SEO to provide a stable long-term flow of success stories.

HTTP://WWW.GOOGLE.COM/SUPPORT/WEBMASTERS/BIN/ANSWER.PY?ANSWER=35291&HL=CN is a good file to help investigate SEO. Unfortunately, some SEO services that you hire them for, they will send rubbish and should avoid them from the start.

Zac: A lot of recent discussions about trusted domain names and authoritative websites. If a station is considered authoritative, it will be ranked high in Google, more people find this station so bring more links, then it becomes stronger.

Ordinary unknown station how to overcome this situation and authority station competition? In addition to building a good site with many useful original content, what are the shortcuts?

Matt: If it's just a normal station, I'm not going to try popular keywords. Focus on a small niche market where you can be used as an expert. When you are known by more people, you can move from a small market to an increasingly large area. Many successful stations start from the small station, to the big development. Moreover, the more creative you are, the more interesting and helpful it will be, which often helps people to notice you.

Jianfei: For example, your station http://www.chinamyhosting.com/seoblog/, is such a station. A year ago, this station no one knew, but through your hard-working work and creative efforts, now it is in search [Search engine optimization rankings] When the ranking is very good, this is impressive.

ZAC: Have you ever been to China? If you plan to visit China, there are thousands of fans here who want to see you with their own eyes.

Jianfei: I was born in China and went to China two times last year. I enjoy working with colleagues in Google China.

Matt: I'm sorry I haven't been to China. My mother has been to China a few times, including Yangshuo (Guilin), my wife has been there once, and although they are all Americans, they can speak some Chinese. I have to fight to get there. I heard that China is a wonderful country and I would love to visit it one day.

I can't go to the SES China conference this year, but I'm glad Jianfei or another Google representative will attend the SES China Conference. Jianfei is a top member of the anti-spam group and is more expert in Chinese anti-spam than I am.

ZAC: I see a lot of junk in my blog every day. Does the link garbage in the Forum or blog lead to punishment? Or is Google directly ignored so the rankings have no effect?

Jianfei: In fact, it can be dangerous to send linked rubbish. If Google finds a company that is sending links to junk, the company's station may be removed from the index. Unless we can no longer see the spam link, Google will not necessarily be reproduced. In most cases, deleting a link is harder than adding a link (such as spam in blogs and forums), so it's better to stay away from the junk.

Matt: Typically, Google ignores link spam. When we know that a company does send links to rubbish, we may take appropriate action.

ZAC: Another topic in SEO Forums and blogs is supplemental material. If a domain name has more and more pages in the supplemental material, does this mean that the domain name is losing trust? If you are seoer instead of Googler, do you worry about supplements?

Matt: I'm not worried about supplemental material. If your domain name is pagerank low, it may go into the supplemental material index, but that does not mean that the site is penalized or lost trust. Usually just means that if you can get some quality links because your site is good, we'll put more pages of your site into the main index.

In addition, the supplementary material update has been faster, showing the user also more, so the webmaster often see more to supplement the flow of material pages.

ZAC: Baidu is your biggest competitor in the Chinese market. Baidu is said to be better than Google in some search techniques such as Chinese participle.

On the other hand, Google has already recruited top talent in China. I read from some materials that Google China's engineers have not made much contribution to the core ranking algorithm. Do you plan to localize the algorithm to better fit the Chinese language? Compared with Baidu, where is your technical advantage?

Jianfei: It's our policy not to comment on a particular competitor. We welcome competition that helps to provide users with more useful information and choices. For us and everyone in the search field, good competition is beneficial, it makes us work harder, and the end result is that the user gets the benefit.

Matt: We don't talk much about our rankings because it's classified, but the Chinese division has contributed to how Google ranked in several ways. In fact, the hot list http://www.google.cn/rebang/home Such an excellent application is in China first appeared. This is a new product developed in China.

ZAC: If you don't mind, Matt, are you, like, the Googleguy of the webmaster world? Google and webmaster communication is excellent, we are grateful. Is it possible that a Google China engineer can play a similar role and communicate actively with the Chinese webmaster community?

Matt: We haven't confirmed Googleguy's formal identity, which is fine, because if Googleguy needs a break, someone else can come in and help communicate. In fact, I got more fame than I deserved. English communication in fact through a lot of people, Vanessa Fox,adam Lasnik, there are a lot of other people.

In Chinese, I am fortunate to work with a team of excellent teams like Jianfei, and other wonderful people in Kings View (California) and Beijing. I think Google will start to communicate more with Chinese webmaster. This joint interview is a good start.

Zac: There is some controversy in China, SEO in the overall role of the site? SEO is not an important part of network marketing and E-commerce? Some network marketers think SEO is a piece of cake, write the title tag, where to add some keywords, and so on.

Do you think the SEO has gone a step further and acted as a website marketing consultant? In other words, seoers should help customers optimize online sales processes, target market positioning, content development, user experience, viral marketing, etc. This is the idea I'm trying to promote. Ultimately, users need good websites, not good code.

Matt: I agree that many times SEO is to create a good site, not just the web design and code to get right. SEO involves writing tags and code right, but that's just the first step. If you can plan an excellent viral marketing campaign, or get people talking about your site through Word-of-mouth, it's also SEO and a much better way to get links than using junk software.

In many ways, SEO is to ensure that users have a good experience, because an excellent site will help the search engine naturally get good rankings.

ZAC: Do you foresee a big change in SEO over the next few years?

Matt: I think it's a big trend to be personalized and localized. If Google knows more about users and returns different search results, it may be a significant improvement in search quality for users. That will make SEO more difficult, but SEO who cares about the value of the long term will be happy with the personal, because they will get more traffic interested in their website, which may translate into customers.

Jianfei: Of course, Google will continue to focus on quality and SEO. In time, Chinese SEO will find it easier to do good websites that meet our quality guidelines, because Google will continue to work hard to remove rubbish.

ZAC: Do you like Chinese food?

Matt: I love Chinese food. But I've heard that Chinese food in the United States is not quite the same as China, and may have to try real Chinese food later. For example, want to try Beijing roast duck.

Thank you for asking these interesting questions.