搜索引擎营销必备172个专业术语超全盘点（收藏）

Engine Optimization缩写而来，

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中文意译为“搜索引擎优化”。SEO是指通过站内优化比如网站结构调整、网站内容建设、网站代码优化等及站外优化，比如网站站外推广、网站品牌建设等，使网站满足搜索引擎收录排名需求，在搜索引擎中提高关键词排名，从而把精准用户带到网站，获得免费流量，产生直接销售或品牌推广。

In Chinese, the word “search engine optimization” is translated into “search engine optimization.” SEO refers to site-based optimization, such as site restructuring, site content development, website code optimization, etc., and off-site optimization, which enables the site to meet the need for search engine rankings, and raises the key word ranking in the search engine, thereby bringing the accurate user to the site, obtaining free traffic, and generating direct sales or brand promotion.

白帽SEO（White hat SEO）

White hat SEO

白帽SEO是一种公正的手法，是使用符合主流搜索引擎发行方针规定的SEO优化方法。它与黑帽SEO相反。白帽SEO一直被业内认为是最佳的SEO手法，它是在避免一切风险的情况下进行操作的，同时也避免了与搜索引擎发行方针发生任何的冲突，它也是SEOer从业者的最高职业道德标准。

The White Hat SEO is a fair way to optimize using SEO, which is consistent with the mainstream search engine distribution guidelines. It is contrary to the Black Hat SEO. The White Hat SEO has always been regarded as the best SEO method in practice, operating in such a way as to avoid all risks, while avoiding any conflict with the search engine distribution guidelines, which are also the highest ethical standards of SEOer practitioners.

黑帽SEO（Black hat SEO）

Black hat SEO(Black hat SEO)

笼统的说，所有使用作弊手段或可疑手段的，都可以称为黑帽SEO，比如说垃圾链接，隐藏网页，桥页，关键词堆砌等。黑帽SEO获利主要的特点就是短平快。这种针对搜索引擎漏洞而采用的作弊方法，随时会因为搜索引擎算法的改变而面临惩罚。

In general, all those who use cheating or suspicious means can be called Black Hat SEO, for example, garbage links, hidden pages, bridge pages, keyword stacks, etc. The main feature of Black Hat SEO's profitability is that it is short and flat. This cheating against search engine loopholes can always be punished for changing search engine algorithms.

灰帽SEO（Grey hat SEO）

Grey hat SEO(Grey hat SEO)

所谓灰帽SEO灰帽，即是指介于白帽与黑帽之间的中间地带，相对于白帽而言，会采取一些取巧的方式来操作，这些行为因为不算违规，但同样也不遵守规则，是为灰色地带。

The grey hat SEO grey hat, which is the middle zone between the white hat and the black hat, is operated in a certain way, as opposed to the white hat, as these acts are not illegal, but also in non-compliance with the rules, which are grey areas.

搜索引擎营销（SEM：Search Engine Marketing）

search engine marketing(SEM:Search Engineering)

SEM是由英文Search

Sem by Search

Engine Marketing缩写而来，

This post is part of our special coverage Egypt Protests 2011.

中文意译为“搜索引擎营销”。简单来说，搜索引擎营销就是基于搜索引擎平台的网络营销，利用人们对搜索引擎的依赖和使用习惯，在人们检索信息的时候将企业信息传递给目标用户。让用户主动的找到企业，并点击企业的广告，最终和企业产生联系或下单。

Chinese is translated as “search engine /span>. Simply put, search engine marketing is based on search engine platform /a>/span>, using reliance on and usage of search engines to transmit business information to target users when people search for information.

ARPU注重的是一个时间段内运营商从每个用户所得到的利润。很明显，高端的用户越多，ARPU越高。在这个时间段，从运营商的运营情况来看，ARPU值高说明利润高，这段时间效益好。

ARPU focuses on the profits each user earns from /span>. Clearly, the higher the number of high-end users, the higher the ARPU.

?百度付费样式（略）

? 100% fee style (slightly)

*http://pro.baidu.com/

三、工作原理

iii. Rationale

全文搜索引擎（FullTextSearch Engine）

FullTextSearch Engineering

全文搜索引擎是目前广泛应用的主流搜索引擎。它的工作原理是计算机索引程序通过扫描文章中的每一个词，对每一个词建立一个索引，指明该词在文章中出现的次数和位置，当用户查询时，检索程序就根据事先建立的索引进行查找，并将查找的结果反馈给用户的检索方式。最常用的全文搜索引擎有百度、谷歌（Google）等。

The full-text search engine is the mainstream search engine that is currently widely used. Its working principle is that a computer indexing program creates an index of each word by scanning every word in the article, indicating the number and location of the word in the article. When a user queries, the searcher searches on the basis of a pre-established index and returns the search results to the user's search mode. The most commonly used full-text search engines are 100 degrees, Google, etc.

元搜索引擎（METASearch Engine）

meta-search engine (METASearch Engineering)

元搜索引擎、聚合搜索都是通过一个统一的用户界面帮助用户在多个搜索引擎中选择和利用合适的（甚至是同时利用若干个）搜索引擎来实现检索操作，是对分布于网络的多种检索工具的全局控制机制。中国第一个元搜索引擎是比比猫，但是目前已经倒闭。之前有段时间360出过综合搜索，其实基本等同元搜索，搜索结果展示为百度、360、谷歌等所有引擎结果的综合页面。但是后来没做了，大概因为版权原因。

The meta-search engine, the polymer search, is a global control mechanism for a wide range of search tools distributed through the network through a single user interface that helps users to select and use suitable (or even several) search engines in multiple search engines. China’s first meta-search engine is a bi-cat, but it has now collapsed. There was a time before 360 comprehensive searches, which were basically equivalent searches, and the search results were presented as a comprehensive page of the results of all engines, 100 degrees, 360, Google, etc.

目录搜索引擎

Catalogue Search Engine

目录搜索引擎虽然有搜索功能，但严格意义上不能称为真正的搜索引擎，只是按目录分类的网站链接列表而已。用户完全可以按照分类目录找到所需要的信息。该类搜索引擎因为加入了人的智能，所以信息准确、导航质量高，缺点是需要人工介入、维护量大、信息量少、信息更新不及时。如早期的雅虎、搜狐。而现在的hao123导航网站虽然功能相近，但严格意义上来说并不算目录搜索引擎，仅仅是按目录分类的网站链接列表而已。

The search engine, although searchable, cannot be called a real search engine in the strict sense of the term, but simply a list of links to the site classified by the directory. Users can easily find the information required by the catalogue. The search engine of this type is accurate, high-navigation quality because it incorporates human intelligence. The disadvantage is that it requires manual intervention, maintenance, low-volume information, and information that is not updated in a timely manner. For example, the early Yahoos, search foxes.

网页蜘蛛（Spider）

Web site Spider

网页蜘蛛（又被称为网络爬虫，网络机器人，搜索引擎蜘蛛），是一种按照一定的规则，自动的抓取万维网信息的程序或者脚本。

Web spiders (also known as web reptiles, web robots, search engine spiders) are an automatic web access program or script according to certain rules.

蜘蛛陷阱（Spider trap）

Spider trap

“蜘蛛陷阱”是阻止蜘蛛程序爬行网站的障碍物，通常是那些显示网页的技术方法，目前很多浏览器在设计的时候考虑过这些因素，所以可能网页界面看起来非常正常，但这些蜘蛛陷阱会对蜘蛛程序造成障碍，如果消除这些蜘蛛陷阱，可以使蜘蛛程序收录更多的网页。

The Spider Trap, which is a barrier to spider programs climbing their web sites, is usually a technical way of showing web pages, and many browsers are currently designed to take these factors into account, so the web interface may seem to be quite normal, but these spider traps can create barriers to spider programs, and if these spider traps are removed, they can allow spider programs to include more web pages.

抓取频次

Grab frequency

抓取频次是搜索引擎在单位时间内（天级）对网站服务器抓取的总次数，如果搜索引擎对站点的抓取频次过高，很有可能造成服务器不稳定，Baiduspider会根据网站内容更新频率和服务器压力等因素自动调整抓取频次。

Retrieval frequency is the total number of times that a search engine captures on a website server during a unit time (senior level). If the search engine overtakes a site with excessive frequency, which is likely to cause server instability, Baiduspider automatically adjusts the capture frequency according to such factors as the frequency of site content updates and server pressure.

搜索请求（Query）

Search request (Query)

搜索请求，又被称作搜索查询，指用户在搜索引擎键入某个关键词搜索并试图取得返回结果的过程。搜索请求代表查询者的搜索意图。

Search request, also referred to as a search query, refers to the process by which the user types a keyword in the search engine and attempts to obtain a return result. Search request represents the search intent of the searcher.

索引（Index）

Index (Index)

俗称“预处理”。蜘蛛抓取的页面文件分解、分析，并以巨大表格的形式存入数据库，这个过程即是索引。在索引数据库中，网页文字内容，关键词出现的位置、字体、颜色、加粗、斜体等相关信息都有相应记录。

Commonly known as " pre-processing ". Spiders capture page files that are broken down, analysed and placed in a database in the form of large tables, which is the process of indexing. In the index database, relevant information is recorded on the text of the page, where the keywords appear, fonts, colours, coarses, italics, etc.

站点索引量

Site Index Number

站点中有多少页面可以作为搜索候选结果，就是一个网站的索引量。

The number of pages in the site that can be used as search candidates is an index of a website.

站点内容页面需要经过搜索引擎的抓取和层层筛选后，方可在搜索结果中展现给用户。页面通过系统筛选，并被作为搜索候选结果的过程，即为建立索引。

The site content page needs to be captured and filtered by the search engine before it can be displayed to the user. The page is filtered through the system and is used as a search candidate, that is, the process of indexing.

目前site语法的数值是索引量估算值，比较不准。推荐站长们使用我们的新工具，同时我们也正在努力改进site语法。

The value of the site syntax is currently indexed estimates, which are not accurate.

收录

in

指搜索引擎把网站索引到自己的数据库中，常见的搜索引擎收录有百度收录、谷歌收录、搜狗收录、有道收录、雅虎收录、夸搜收录、泽许收录等。用户可以通过搜索引擎提交入口提交网站吸引蜘蛛抓取页面，或通过外部链接吸引搜索引擎访问网站页面，当搜索引擎认为页面符合收录标准时，就会收录于网站页面。

The search engine indexes the site to its own database, with regular search engines such as 100-degree, Google, Dog, Yahoo, Exaggerate, Zehhu, etc.. Users can attract spiders to the website through the search engine submission portal or external links to the search engine to access the site page, and when the search engine considers that the page meets the intake criteria, the page will be posted on the website page.

建库

Repository

为新索引网页建立索引库。我们在判断网页收录的时候常常会分为两种情况，第一种就是搜索网页链接；第二种就是我们直接搜索网页标题。当出现搜索引擎只收录了网页链接而搜索标题找不到链接时，我们称作“该网页未建库”，就是搜索引擎发现了你的URL，但是却没有将其放入索引中。在这种情况下，你搜索任何和该网页相关的Query，都无法使网页出现在搜索结果中，除了搜索URL本身。

To create an index library for the new index page. The first is to search for a web link; the second is to search directly for a web title. When a search engine appears only for a web link and the search title cannot find a link, we call it “The page is not in a library”, which means the search engine finds your URL, but it does not put it in the index. In this case, searching for any Query associated with the page does not allow the page to appear in the search results, except for the URL itself.

无效收录

Invalid acceptance

关于无效收录，百度站长@hanbelt是这么说的：首先是字面意思，所谓“无效”，就是跟没有是一样的，不会带来任何搜索流量。举个例子，关于“小孩发烧怎么办”的内容，百度索引库里已经有50W个页面了，而这个主题短时间内也不可能有啥新鲜内容，除非科技突然大突破，百度认为，这个索引量的页面已经足够解决用户需求了，再多索引也是浪费资源，新索引进来的页面没必要再放入这个索引库里，转而放到底层库了。

With regard to invalid entries, the 100-degree station manager @hanbelt says: First, literally, the word “ineffectiveness” is not the same as the one that does not bring any search traffic. For example, there are already 50 W pages in the 100-degree index library on what to do with a child fever, and there is no new content in this subject for a short period of time, unless technology breaks out, 100-degrees believe that this index page is sufficient to meet user needs, and that more indexing is a waste of resources.

底层库

Bottom library

底层库是什么，就是备胎！你的女神有50W个男友，你是50W位置后的备胎。怎么能转正呢？等50W里死掉一大半，估计你机会来了。不能参与排名的都在底层库里。所以，想要信息不被放入到底层库，一是要有足够的影响力，百度不敢忽视你，比如新浪网易之类的，就算发个广告，度娘也乖乖的索引起来，作为正式男友，不敢当备胎。二是要有新颖的内容，度娘也喜新厌旧，好东西当然不会错过。

Your goddess has 50W boyfriends, you're a 50W-placer. How can it be right? When half of 50W dies, you'll probably have a chance. Those who can't rank are in the bottom bank. So, if you want information not to be placed in the bottom bank, you have enough influence to ignore you, like a new wavenet or something, and even if you put an ad on it, Doo will be a nice index, and as a regular boyfriend, you won't be able to be a spare. Second, you want something new, Doo will be bored, and good things won't be missed.

*http://bbs.zhanzhang.baidu.com/thread-16734-1-3.html

排名（Ranking）

Ranking

在搜索引擎里输入一个关键字，通常得到很多搜索结果，这些搜索结果的排名有先后之分，这就是搜索引擎排名。

Enter a key word in the search engine, usually with a lot of search results, which are ranked in order of rank, which is the search engine ranking.

自然排名

Natural ranking

与付费和广告无关，只是依靠页面本身相关性、重要性而出现在搜索引擎结果页面的排名，在一个搜索引擎结果页面上，广告或付费排名通常都有企业推广、赞助商链接之类的名称，自然排名则没有这些标记。

Not related to payment and advertising, but based on the per se relevance and importance of the page in the search engine results page, advertising or fee rankings are usually named as corporate promotions, sponsors'links, etc., while natural rankings do not have such labels.

网页快照

Webshot

搜索引擎在收录网页时，对网页进行备份，存在自己的服务器缓存里，当用户在搜索引擎中点击“网页快照”链接时，搜索引擎将Spider系统当时所抓取并保存的网页内容展现出来，称为“网页快照”。

The search engine backs up the page when it takes the page, has its own server cache, and when the user clicks on the Webshot link in the search engine, the search engine displays the content of the page that was captured and saved by the Spider system at that time, known as the Webshot.

*http://www.mahaixiang.cn/seoyjy/451.html

网站权重（Page Strength）

Page Strength

网站权重是指搜索引擎给网站（包括网页）赋予一定的权威值，对网站（含网页）权威的评估评价。一个网站权重越高，在搜索引擎所占的份量越大，在搜索引擎排名就越好。其中有几点需要注意：1、权重不等于排名

Website weight means that the search engine assigns a certain level of authority to the website (including the web page) and evaluates the website's (including the web page) authority. The higher the website weight, the bigger the search engine's weight, the better the search engine's ranking.

2、权重对排名有着非常大的影响 3、整站权重的提高有利于内页的排名。

The weights have a very strong impact on the rankings, and the increase in the overall weights has been favourable to the internal page rankings.

*误区：例如人们经常讨论的百度权重其实并不是百度官方给出的概念，而是爱站、站长工具等网站推出的针对网站关键词排名预计给网站带来流量，划分等级0-10第三方网站欢迎度评估数据。

*Bases of error: For example, the centennial weight often discussed is not really a concept given by the authorities, but rather the ranking of website-specific keywords introduced by sites such as Love Stations, Chief Tools, etc., which are expected to lead to traffic to the site, with a ranking of 0-10 third-party website welcoming assessment data.

网站降权（Rightdown）

Rightdown

利用搜索引擎策略缺陷，以恶意手段获取与网页质量不符排名，而引发搜索结果和用户体验下降的行为都会被搜索引擎视为作弊行为，作弊应为按照“轻者轻罚，重者重罚”原则：对用户体验及搜索结果质量影响不大的，去除作弊部分所获权值，对用户体验及搜索结果质量影响严重的，去除作弊部分所获权值并降低网站权重，直至彻底清理出搜索结果。

The search engine strategy is flawed, maliciously obtained from the quality of the page, and the conduct that causes the search results and the user's experience to decline is treated by the search engine as cheating, in accordance with the principle of “light and heavy penalties” that does not affect the quality of the user's experience and search results, removes the value of the rights obtained from the cheating part, has a serious impact on the user's experience and the quality of the search results, removes the value obtained from the cheating part and reduces the weight of the website until the search results are completely cleared.

K站

K Station

俗称“拔毛”。所谓百度K站便是封杀了你的网站，你的收录会是0，从百度搜刮引擎上基础就找不到你的网站痕迹。K站可以说是给百度冻结了，通常需要很长时间才能恢复。

The so-called 100-degree-K station is a website that kills you. Your reception is zero. You can't find any traces of your website from the 100-degree search engine. The K-station can be described as a 100-degree freeze, which usually takes a long time to recover.

Alexa排名

Alexa is ranked

它是指网站的世界排名，主要分为综合排名和分类排名，Alexa提供了包括综合排名、到访量排名、页面访问量排名等多个评价指标信息，大多数人把它当作当前较为权威的网站访问量评价指标。

It refers to the website's world ranking, mainly in terms of consolidated and classified rankings, with Alexa providing information on multiple evaluation indicators, including consolidated rankings, access rankings, and page access rankings, most of which are used as indicators of current, more authoritative website access evaluation.

网站PR值（Page Rank）

Web site Page Rank

Page Rank，网页排名，又称网页级别、Google左侧排名或佩奇排名，是一种由搜索引擎根据网页之间相互的超链接计算的技术（级别从1到10），而作为网页排名的要素之一，以Google公司创办人拉里·佩奇（Larry Page）之姓来命名。

Page Rank, a website ranking, also known as web level, Google left or Pec, is a technology calculated by search engines on the basis of the interlinking of web pages (levels 1 to 10) and is named after Larry Page, founder of Google, as one of the elements of the web ranking.

*2014谷歌官方宣布放弃PR

:: 2014 Google official renunciation of PR

robots.txt

Robots协议（也称为爬虫协议、机器人协议等）的全称是“网络爬虫排除标准”（RobotsExclusion Protocol），网站通过Robots协议告诉搜索引擎哪些页面可以抓取，哪些页面不能抓取。

The Robots protocol (also known as the reptiles protocol, robotic protocols, etc.) is referred to as the “Robots Exclusion Protocol” and the website tells search engines, through the Robots protocol, which pages can be retrieved and which pages cannot be retrieved.

网站地图（sitemap）

Map (sitemap)

网站地图，又称站点地图。一般有两种常用的格式，一种是xml格式的，一种是html格式。其中html多为静态页面，用于给用户展示，帮助用户更好地在网站搜索需要的内容。而xml格式多用于提交给搜索引擎，供搜索引擎抓取网页页面。

Site maps, also known as site maps. There are two commonly used formats, one in xml format and the other in html format. Most of these are static pages, which are used to show users and help them to better search for what is needed on the site. The xml format is used mostly to submit to the search engine for the search engine to retrieve the page.

沙盒效应（Sandbox）

Sandbox

由最主要的搜索引擎Google所决定的搜索引擎结果页面（搜索结果）中，新发布的网站排名越来越低。这一现象被称为“沙盒效应”。它们会对那些链接流行度迅速攀升的网站进行冷处理以防止SEOer过度优化。网页可以展现它要的内容，但会被放在“沙箱”里面，而对任何搜索请求都不会得到最高排名其后来的流行度经过一段时间还保持不变，或者逐渐上升，那么搜索引擎就开始取消冷处理并且给链接流行度更高的权重，使得搜索排名上升。

In the search engine results page (search results) determined by Google, the main search engine, the newly published site is ranked increasingly low. This phenomenon is known as the sandbox effect. They cool down sites with fast-growing links to prevent SEOer from over-optimizing. The web page can show what it wants, but it can be placed in the sandbox, and no search request has received the highest ranking after it has remained constant for some time, or has gradually risen, so the search engine starts to remove the cold treatment and give higher weights to the link prevalence, leading to higher search rankings.

搜索引擎结果页面（SERP：Search engine results page）

Search Engine Results Page (SERP:Search engine results page)

SERP是为特定搜索显示的列表或结果，SERP有时候定义为搜索引擎结果的安排（placement），根据本系列的目的，我将其称为页面而不是安排，在SEO领域中，在SERP中取得良好的表现就是一切。

SERP is a list or result of particular search displays, and SERP is sometimes defined as the arrangement of search engine results (placement), which, for the purposes of this series, I refer to as a page rather than an arrangement, and in the area of SEO, good performance in SERP is everything.

搜索引擎垃圾技术（SPAM：Stupid Person Advertising Method）

Search Engine Garbage Technology (SPAM:Stupiderson Advertising Method)

搜索引擎垃圾技术是利用不道德的技巧去提高自己搜索引擎上的排名。不诚实的网站管理员就是利用这样的手段去欺骗搜索引擎从而获得较高的排名。这样的做法会让你的网站在短期内排名得到提高，但是后果却是十分严重的。有可能导致搜索引擎把你的网站从他的数据库里永久删除！

Search engine garbage technology uses immoral techniques to raise the ranking of your own search engine. Unhonest webmasters use such techniques to deceive the search engine to achieve higher rankings. This way your website will be ranked in the short term, but the consequences will be severe. It could result in the search engine permanently removing your site from his database.

四、网站建设

iv. Web site development

互联网数据中心（IDC：Internet Data Center）

Internet data centre (IDC: Internet Data Centre)

数据中心不仅是一个网络概念，还是一个服务概念，它构成了网络基础资源的一部分，提供了一种高端的数据传输服务和高速接入服务。数据中心提供给用户综合全面的解决方案，为政府上网、企业上网、企业IT管理提供专业服务。

The data centre is not only a network concept, but also a service concept, which forms part of the network’s basic resources and provides a high-end data transmission service and high-speed access service. The data centre provides a comprehensive solution for users, providing professional services for government access, enterprise access, and enterprise IT management.

互联网服务提供商（ISP：Internet Service Provider）

Internet service provider (ISP: Internet Service Providers)

互联网服务提供商，即向广大用户综合提供互联网接入业务、信息业务、和增值业务的电信运营商。如中国电信、中国联通等互联网运营单位及其在各地的分支机构和下属的组建局域网的专线单位。

Internet service providers, i.e. telecommunications operators that provide a wide range of users with integrated Internet access operations, information operations, and value-added operations.

电信与信息服务业务经营许可证（ICP：Internet Content Provider）

Licence for the operation of telecommunications and information services (ICP: Internet Exchange)

网络内容服务商英文为

Web content service provider to English

Internet Content Provider

简写为ICP，这个理解起来比较容易，就是只要网站放在国内主机空间上的网站都需要在工信部那里申请一个ICP号，也就是我们平时经常说的“网站备案”，网站所有者自己在工信部官方网站上申请或者通过主机空间商申请都可以。普通的ICP备案就是获取一个ICP号，这样国家就认可你的网站是合法的了，否则就是不合法的。ICP证由通信管理局核发。

Simply referred to as the ICP, which is easier to understand, is that any site where a web site is located on the domestic mainframe space requires an application for an ICP, the “website” that we often call it, and the owner of the site can apply for it on the official web site or via the host spacer. The normal ICP file is to get an ICP, so that the state accepts that your site is legal, or otherwise illegal. The ICP certificate is certified by the Communications Authority.

网站备案

Web site For inscription

网站备案是指向主管机关报告事由存案以备查考。行政法角度看备案，实践中主要是《立法法》和《法规规章备案条例》的规定。网站备案的目的就是为了防止在网上从事非法的网站经营活动，打击不良互联网信息的传播，如果网站不备案的话，很有可能被查处以后关停。

The purpose of the website is to prevent the illegal operation of websites on the Internet and to combat the dissemination of bad Internet information. If the website is unrecorded, it is likely that it will be shut down later.

*其实网站备案、ICP备案、域名备案本质上没有区别，都是需要给网站申请ICP备案号。网站的备案是根据空间IP来的，域名要访问空间必须要求能够解析一个IP地址。网站备案指的就是空间备案，域名备案就是对能够解析这个空间的所有域名进行备案。

*In fact, there is no difference in the nature of website filing, ICP filing, or domain name filing, all of which are required to apply to the site for an ICP filing number. The site filing is based on a space IP, and the domain name is required to access an IP address. The site filing refers to a space filing, and the domain name filing is a record of all domain names that are capable of deciphering the space.

*域名备案审核时间一般是20个工作日左右，若是在空间域名网络购买虚拟主机，一般七天左右即可协助域名备案完成。审核成功后即可正常访问。

*Domain name filing times are generally around 20 working days, and if you purchase a virtual host for a space domain name network, you can normally assist in the completion of a domain name filing for about seven days.

云服务器（ECS：Elastic Compute Service）

Cloud Server (ECS: Elastic Computer Service)

是一种简单高效、处理能力可弹性伸缩的计算服务，其管理方式比物理服务器更简单高效。用户无需提前购买硬件，即可迅速创建或释放任意多台云服务器。

It is a simple, efficient and flexible computing service that is managed in a simpler and more efficient manner than a physical server. Users can quickly create or release any cloud server without having to buy hardware in advance.

虚拟专用服务器（VPS：Virtual private server）

Virtual private server (VPS: Virtual private server)

VPS是虚拟服务器，每个VPS都可分配独立公网IP地址、独立操作系统、独立超大空间、独立内存、独立CPU资源、独立执行程序和独立系统配置等。

VPS is a virtual server, with each VPS allocated IP addresses, stand-alone operating systems, stand-alone hyperspaces, stand-alone memory, stand-alone CPU resources, stand-alone implementation procedures and stand-alone system configurations.

*云服务器简单一点说，就是由超级计算机上划分出的虚拟机。本质上和传统VPS主机一样，都属于虚拟机，不同点在于，云主机是以超级计算机为物理支持，而VPS主机则是单台服务器为物理支持。所以云服务器可以弹性计算，随时升级，而VPS有独立的内存和硬盘，也有独立的带宽和IP。

*The cloud server is simply a virtual machine drawn from a supercomputer. In essence, like the traditional VPS host, it is a virtual machine. The difference is that the cloud host is supported physically by a supercomputer, while the VPS host is supported physically by a single server. So the cloud server can be elastic and can be upgraded at any time, while the VPS has separate memory and hard disks, as well as separate bandwidth and IPs.

虚拟专用网络（VPN：Virtual Private Network ）

Virtual Private Network (VPN: Virtual Private Network)

VPN，虚拟专用网络，等于在你的电脑和你公司的VPN服务器之间建立了一条你专用的“隧道”，“隧道”不需要物理（就是实物）链路，所以“虚拟”。你用账号密码登陆后就和你公司的内网建立了安全的连接（别人看不到传输的内容，所以很安全），然后就可以在你的电脑上使用公司内网，像在公司一样办公了。

VPN, the Virtual Private Network, is equivalent to creating a "tunnel" between your computer and your company's VPN server, where you don't need a physical (or physical) link, so "virtual." When you log in with your account code, you have a secure connection to your company's intranet (the content of which you can't see, so it's safe) and then you can use it on your computer, like you do at the company.

*多用于翻墙。

* Most used to flip walls.

内容分发网络（CDN：Content DeliveryNetwork）

Content Distribution Network (CDN:Content DeliveryNetwork)

CDN的全称是Content Delivery Network，即内容分发网络。其基本思路是尽可能避开互联网上有可能影响数据传输速度和稳定性的瓶颈和环节，其目的是使用户可就近取得所需内容，解决Internet网络拥挤的状况，提高用户访问网站的响应速度。

The idea is to avoid, as far as possible, bottlenecks and links on the Internet that could affect the speed and stability of data transmission. The aim is to enable users to access the content needed in close proximity, to address the overcrowding of the Internet network and to increase the responsiveness of users to websites.

*几乎所有的大型网站都在用CDN，看看他们在搜索引擎中的表现就可以知道不会任何的负面影响了。但我们建议站长尽量选择技术成熟的CDN服务商，某些CDN服务商会导致网站在某些地区访问不稳定，可能会影响Baiduspider的抓取。

* Almost all the big websites are using CDNs, and seeing how they behave in the search engine will make it clear that there will be no negative impact. But we suggest that stationmasters try to select technically mature CDN service providers, and that some CDN service providers can cause instability in accessing sites in some areas, which could affect Baiduspider's capture.

Whois

简单说，whois就是一个用来查询域名是否已经被注册，以及注册域名的详细信息的数据库（如域名所有人、域名注册商）。

In short, whois is a database (e.g. domain name owners, domain name registrants) used to query whether domain names have been registered and the details of registered domain names.

域名（Domain Name）

Domain Name

域名是由一串用点分隔的名字组成的Internet上某一台计算机或计算机组的名称，用于在数据传输时标识计算机的电子方位（有时也指地理位置，地理上的域名，指代有行政自主权的一个地方区域）。域名是一个IP地址上有“面具”。

Domain names are the names of a computer or group of computers on the Internet, made up of a series of names separated by points, that are used to identify the electronic location of the computer at the time of data transmission (sometimes also geographical location, geographical domain name, a local area with administrative autonomy). The domain name is a “mask” on an IP address.

*搜索引擎对.cn .org .com没有偏好。

* Search engine has no preference for.cn.org.com.

首选域

preferred domain

首选域是您希望搜索引擎用来将您的网页编入索引的域（有时也指规范域），就是网站首选的域名。比如：一个站点有两个域名：www.***.com.，***.com。那么搜索引擎默认以为，这两个域名是指向同一个网站的。在搜索引擎收录和展示稳定下来后，它会选择其中一个域名来展示给用户，那么这个域名就叫做首选域（基本等同主域名）。

The preferred domain is the domain that you want the search engine to use for indexing your web pages (and sometimes the norm domain), or the domain name that the site is preferred to use. For example: one site has two domain names: www.***.com.***.com. The search engine defaults that the two domain names refer to the same site. After the search engine has stabilized, it selects one of the domain names to be displayed to the user, which is called the preferred domain (basic equivalent domain name).

顶级域名

Top-level domain name

域名由两个或两个以上的词构成，中间由点号分隔开，最右边的那个词称为顶级域名。

The domain name consists of two or more words, the middle of which is separated by a dot number, and the word to the right is called a top-level domain name.

*一般来说，可以粗暴的认为域名中没有“.”，为顶级域名，有几个“.”代表为几级域名。

* Generally speaking, domain names are not considered “...”, as top-level domain names, and several “...” represent several level domain names.

DNS解析（DNS analysis ）

死链接也就是无效链接，死链接是网站建设中专业术语。页面的TCP协议状态/HTTP协议状态明确表示的死链，常见的如404、403、503状态等。

A dead link is an invalid link. A dead link is a professional term .

导出链接（outbound links）

Export Link (outbound Links)

导出链接就是网站或者页面中有指向别的网站的链接，是单向的。导出链接会导致网站的权重流向对方网站，PR还会传递到对方站，导出链接包括友情链接的交换和文章中的链接以及其他非本站的链接。

Export links are one-way links to websites or pages that point to other sites. Export links lead to the website’s weight flowing to each other’s website. PR also transmits links to each other’s stations, including the exchange of friendship links and links in articles, as well as other non-site links.

单向链接（one-way link）

One-way link

链接到一个网页的超链接，而没有相应链接回到原来的网页。

Links to a web page are hyperlinked without corresponding links back to the original web page.

友情链接（friendly link）

Friendly Link

友情链接，也称为网站交换链接、互惠链接、互换链接、双向链接、联盟链接等，是具有一定资源互补优势的网站之间的简单合作形式，即分别在自己的网站上放置对方网站的LOGO图片或文字的网站名称，并设置对方网站的超链接（点击后，切换或弹出另一个新的页面），使得用户可以从合作网站中发现自己的网站，达到互相推广的目的，因此常作为一种网站推广基本手段。

Friendship links, also known as web exchange links, reciprocal links, interchange links, two-way links, alliances, etc., are a simple form of cooperation between websites that have a certain resource complementarity, namely, the name of the site in which the LoGO image or text of each other's website is placed on their own website, and the creation of hyperlinks to each other's website (after clicking, switching or ejecting another new page), allowing users to identify their own site from a cooperative site for mutual outreach purposes, often as a basic means of website outreach.

隐藏链接（hidden link）

hidden link

隐藏链接也叫做“黑链”，指的是正常的链接通过一些方法，如：把链接放入js代码中，使用display:none等等。隐藏链接和隐藏文字（hidden text）相似，但是区别是把关键词放在链接里面，而这个链接也是用户所看不到的。

A hidden link is also called a “black chain”, which means that a normal link takes a number of ways, such as putting a link in a js code, using display:non, etc. The hidden link is similar to the hidden text, but the difference is that the key word is placed in the link, which is not visible to the user.

链轮（Link Wheels）

Link Wheels

SEO链轮是指通过在互联网上建立大量的独立站点网站或是在各大门户网站上开设博客，这些独立站点网站或是博客群通过单向的、有策略、有计划的紧密的链接到一个要优化的目标主网站（或主关键词）；举例以ABCDE

SEO chains refer to the creation of a large number of stand-alone sites on the Internet or blogs on major portals, either through one-way, strategically and systematically linked links to a target site (or main keyword) to be optimized; for example, by ABCDE

五个博客名，其中在A 博客中发一个文章，这个锚文本的名字可能是B 博客的名字。同样的方法，B

Five blog names, one of which was published in A, may be the name of B. The same way, B.

博客写的文章也是关键字指向你的网站，在文章的结尾做一个链接到C 博客，以此类推。

An article written by a blog is also a key word to your website, and a link to a C blog is made at the end of the article, and so on.

站群

Station

站群就是一网站的集合，但是一定要统一，分级管理，信息共享，单点登录才可以。最初的站群由政府提出，现在已经应用领域范围很广，例如政府门户网站群、大型企事业网站群、行业网站群等。站群，即一个人或一个团队操作多个网站，目的是通过搜索引擎获得大量流量，或者是将链接指向同一个网站，以提高搜索排名。

The site group is a collection of sites, but it must be unified, hierarchically managed, information-sharing, and single-point access. The original site group, proposed by the government, now has a wide range of applications, such as government portals, large corporate websites, industry websites, etc. The group, a single person or team, operates multiple websites with the aim of obtaining a large flow of traffic through a search engine or pointing links to the same site to improve search ranking.

页面劫持（Page Hijacking）

Page Hijacking

页面劫持是一种SEO作弊手法，指黑帽SEO将本来应该访问的页面A的用户转向到另一个页面B。其中302转向经常被用来实现页面劫持的手段，作弊者在自己的网站页面A上做302转向到其他网站上的页面B，由于某种原因，搜索引擎把页面A当做原始页面，在搜索引擎排名中出现，用户点击结果A后，作弊者在A网站上通过程序把用户转向到完全无关的页面上。

The page hijacking is a SEO cheating technique, which means that the black hat SEO turns the user of page A that should have been visited to another page B. Of these, 302 are often used to achieve page hijacking, the cheater transfers page A to page B on his own website page A to another site. For some reason, the search engine uses page A as the original page and appears in the search engine ranking, and after the user clicks on result A, the cheater moves the user to a completely unrelated page on site A.

空链接（）

Empty link ()

空链接是未指派的链接。空链接用于向页面上的对象或文本附加行为。

An empty link is an unassigned link. An empty link is used to add objects or text to the page.

锚点链接

anchor link

HTML中的链接，正确的说法应该称作”锚点”，它命名锚点链接（也叫书签链接）常常用于那些内容庞大繁琐的网页，通过点击命名锚点，不仅让我们能指向文档，还能指向页面里的特定段落，更能当作”精准链接”的便利工具，让链接对象接近焦点。便于浏览者查看网页内容。类似于我们阅读书籍时的目录页码或章回提示。在需要指定到页面的特定部分时，标记锚点是最佳的方法。

The link in HTML, the correct term should be 8221; anchorage 8221; it is often used to name anchor links (also called bookmark links) for web pages with a large and cumbersome content, which, by clicking on name anchor points, not only allows us to point to the document, but also to specific paragraphs on the page, which is more likely to be 8221; accurate links #8221; a convenient tool to bring the link object closer to focus. It allows viewers to view the content of the page. Similar to the directory page number or chapterback hint when we read the book.

静态URL

Static URL

URL的定义，是指网页地址或者网页链接。一般通过URL中是否带有“？”、“=”“&”“php”’asp’等字符来分辩，换句话说就是不带有任何参数的URL，就是静态URL。

A URL is defined as a web address or a web link. Generally, a URL contains "? ", " = " & "php" & #8217; asp & #8217; etc., in other words, a URL without any parameters is a static URL.

动态URL

Dynamic URL

URL又称动态页面，动态链接，即指在URL中出现“?” 这样的参数符号，并以aspx、asp、jsp、php、perl、cgi为后缀的url。

URL is also called a dynamic page, with a dynamic link, i.e., a parameter symbol such as '?'appears in the URL, with url suffixed after aspx, asp, jsp, php, perl, cgi.

*一般情况下，看链接有无参数即可判断是动态还是静态。另外，目前普遍认为静态页面对SEO的效果优于动态页面，但是谷歌官方曾建议不要讲动态URL静态化，因为目前搜索引擎的抓取参数已经完全没问题，而且动态URL中的参数也有助于搜索引擎识别页面内容，利于搜索引擎理解网页。所以具体是使用静态还是动态URL各位自己斟酌即可，不必为了静态而静态。

* Normally, whether the link is dynamic or static, depending on whether it has parameters. Moreover, it is generally accepted that static pages have a better effect on the SEO than dynamic pages, but Google officials have suggested not to talk about dynamic URL staticity, because the current search engine capture parameters are completely fine, and the parameters in dynamic URL also help search engines to identify page contents and make it easier for search engines to understand the web page. So it is not necessary to be static for static reasons to use static or dynamic URLs at their own discretion.

伪静态

Pseudostatic

伪静态是相对真实静态来讲的，通常我们为了增强搜索引擎的友好面，都将文章内容生成静态页面，但是有的朋友为了实时的显示一些信息。或者还想运用动态脚本解决一些问题。不能用静态的方式来展示网站内容。但是这就损失了对搜索引擎的友好面。怎么样在两者之间找个中间方法呢，这就产生了伪静态技术。就是展示出来的是以html一类的静态页面形式，但其实是用ASP一类的动态脚本来处理的。

Pseudostatic is relative to real static, and usually, in order to enhance the friendly side of the search engine, we generate static pages of articles, but there are friends who want to show some information in real time. Or they want to use dynamic scripts to solve some of the problems. There is no static way to display web content. But this loses the friendly side of the search engine. How to find an intermediate way between them, this creates pseudostatic technology.

*在SEO方面，伪静态和静态页面的功能是相同的，但是伪静态本质上还是动态页面，所以消耗资源是和动态页面一样的，而且因为Rewrite服务器还需要消耗额外的资源。

* With regard to SEO, the functionality of the pseudostatic and static pages is the same, but the pseudostatic nature is the dynamic page, so the consumption of resources is the same as that of the dynamic page and because the Rewrite server requires additional resources.

八、数据分析

VIII. Data analysis

PV（访问量：Page View）

PV (Number of visits: Page View)

即页面浏览量或者点击量，用户每次对网站的访问均被记录1次。用户对同一页面的多次访问，访问量值累计。一个PV即电脑从网站下载一个页面的一次请求。当页面上的JS文件加载后，统计系统才会统计到这个页面的浏览行为，有如下情况需注意：1.用户多次打开同一页面，浏览量值累计。2.如果客户端已经有该缓冲的文档，甚至无论是不是真的有这个页面(比如JavaScript生成的一些脚本功能)，都可能记录为一个PV。但是如果利用网站后台日志进行分析，因为缓存页面可能直接显示而不经过服务器请求，那么不会记录为一个PV。

This is the number of page views or hits, and each user's visit to the website is recorded once. Users have a cumulative number of visits to the same page. A PV is a request for a computer to download a page from the website. When a JS file on the page is loaded, the statistical system will be able to account for the page's browsing behaviour. Note the following: 1. Users open the same page several times and the value of the browsing is accumulated. 2. If the client already has the buffer document, even if it does not really exist (e.g., some script functions generated by JavaScript), it may be recorded as a PV. But if you use the back-office log of the site to analyse it, it will not be recorded as a PV if the cache page can be directly displayed without being requested by the server.

UV（独立访客：Unique Visitor）

UV (Independent Visitor: Unique Visitor)

访客数就是指一天之内到底有多少不同的用户访问了你的网站。访客数主要是以cookie为依据来进行判断的，而每台电脑的cookie也是不一样的。有些情况下IP数会大于真实的访客数。比如一个ADSL拨号用户，可能一天中在三个不同的时段拨号上网并访问了这个网站，那么网站获得的IP数是3，但是真实的访客数只是1。有时候访客数也会大于IP数，因为像公司、网吧这样的地方，往往都是多个用户共用一个IP。比如公司里的某个员工看到了一个非常优惠的团购信息，然后通过QQ群发给了公司内的所有同事，假设有50个人打开了这个团购页面，那么这个团购网站就获得了50个真实的用户，但是IP只有一个。通过上面的两个例子，我们能了解到访客数要比IP数更能真实准确地反映用户数量。

In some cases, the number of visitors is greater than the number of real visitors. For example, an ADSL dial-up user, who may be accessing the site at three different times in a day, the number of real visitors is only 1. Sometimes the number of visitors is larger, because places like companies, Internet cafes, often share an IP with multiple users. For example, an employee in a company sees a very favourable group buying information, and then sends it to all of its colleagues in the company through the QQ group, assuming that 50 people have opened the group's page, the site gets 50 real users, but only one IP. Through the two examples above, we can see that the number of visitors more accurately reflects the number of users than the number of IPs.

IP（网络之间互连的协议：Internet Protocol）

IP (network-to-network agreements: Internet Protocol)

IP可以理解为独立IP的访问用户，指1天内使用不同IP地址的用户访问网站的数量，同一IP无论访问了几个页面，独立IP数均为1。但是假如说两台机器访问而使用的是同一个IP，那么只能算是一个IP的访问。

IP can be understood as an independent IP user, which refers to the number of users accessing the website using different IP addresses over a period of one day, and the number of IPs alone, regardless of the number of pages visited. But if two machines are using the same IP, it can only be an IP access.

新独立访客（New Unique Visitor）

New Unique Visitor

字面意思，新独立访客就是首次访问网站的独立访客，同样以cookie为依据来进行判断。用新独立访客/独立访客比率判断网站是否符合规划好的增长引擎，新用户的涌入及老用户的粘性。

Literally, new independent visitors are independent visitors who visit the site for the first time, and are also judged on the basis of cookies.

访问次数（Visit）

Visits (Visit)

访问次数是指访客完整打开了网站页面进行访问的次数。如果访问次数明显少于访客数，就说明很多用户在没有完全打开网页时就将网页关闭了。如果一个访客30分钟内没有新开或刷新页面，或者直接关闭了浏览器，到他下一次访问网站时，就记为一次新的访问。如果网站的用户黏性足够好，同一用户一天中多次登录网站，那么访问次数就会大于访客数。

The number of visits refers to the number of visits that a visitor has fully opened the website page. If the number of visits is significantly lower than the number of visitors, it means that many users close the page if the page is not fully opened. If a visitor does not open or refresh the page within 30 minutes, or directly closes the browser, he will be counted as a new visit by the time of his next visit to the site.

人均浏览页数

Page views per person

平均每个独立访客产生的PV。人均浏览页数=浏览次数/独立访客。体现网站对访客的吸引程度。一般情况下，资讯栏目肯定比企业战士栏目输出的PV要多。所以分析该指标时，一定要追踪到不同的子栏目，找到峰值。

On average, each independent visitor produces a PV. The number of page views per person = number of visits/independent visitors. This reflects the attraction of the site to visitors.

平均访问深度

Average depth of access

平均每次访问(会话)产生的PV。平均访问深度=浏览次数/访问次数。体现网站对访客的吸引程度。

Average access depth = number of views/visits. Reflects the attraction of the website to visitors.

*访问页数是指访客在一次访问中浏览您的网站内页面的总数，如果对同一页面浏览了多次，访问页数也计多次，访问页数反映了访客对您的网站的总体关注度；访问深度是指访客在一次访问中浏览了您网站内不同页面的数量，反映了访客对您的网站各个页面的关注程度；

*The number of pages visited refers to the total number of pages viewed by visitors on your website during a visit, and, if the same page has been viewed several times, the number of pages visited reflects the overall interest of visitors in your website; the depth of access refers to the number of different pages viewed by visitors on your website during a visit, reflecting the level of interest that visitors have in each page of your website;

通常，可以建议您将这两个指标结合起来看，如果访问页数高，但访问深度低，说明访客集中关注您的网站上的少数页面；如果访问页数低，但访问深度高，说明访客关注点较分散。建议结合受访页面报告及页面上下游报告，定位访客行为具体原因，从而有针对性地优化网站质量。

As a rule, you can recommend that the two indicators be combined if the number of pages visited is high, but the depth of the visit is low, indicating that the visitors focus on a few pages on your website; if the number of pages visited is low, the depth of the visit is high, indicating that the visitors’ attention is scattered.

平均访问时长

Average length of visit

平均访问时长是用户访问网站的平均停留时间。平均访问时长=总访问时长/访问次数。如果用户不喜欢网站的内容，可能稍微看一眼就关闭网页了，那么平均访问时长就很短;如果用户对网站的内容很感兴趣，一连看了很多内容，或者在网站停留了很长时间，平均访问时长就很长。

The average duration of visits is the average time spent by the user on the site. The average length of visits = total duration/ number of visits. If the user does not like the content of the site, the page may be closed for a little while, then the average duration of visits is very short; if the user is interested in the content of the site, there is a lot of content in the chain, or if the site stays for a long time, the average duration of visits is long.

跳出率（Bounce Rate）

BounceRate

也被称为“蹦失率”，表示仅浏览了1个页面就离开网站的访问(会话)次数占总访问次数的比率。跳出率=跳出次数/访问次数。跳出率是反映网站流量质量的重要指标，跳出率越低说明流量质量越好，用户对网站的内容越感兴趣，网站的营销功能越强，这些用户越可能是网站的有效用户、忠实用户。

Also known as “jump failure” means that the number of visits (meetings) that leave the site after just one page is the ratio to the total number of visits. The rate of jumps = jumps / visits. The rate of jumps is an important indicator of the quality of the site's traffic. The lower the rate of jumps, the better the quality of the traffic, the more interested users are in the content of the site and the more powerful the marketing function of the site, the more likely it is that these users are effective and faithful users.

对于单页营销的网站来说，跳出率只能是100%，因为用户只有一个页面可以访问，所以单页营销网站不必考虑这个指标。在百度搜索推广中跳出率和平均访问时长可以反映出推广关键词的选择是否精准，创意的撰写是否优秀，着陆页的设计是否符合用户体验。

For single-page marketing sites, the rate of opt-out is only 100%, since only one page is accessible to users, so the single-page marketing site does not have to consider this indicator. The opt-out rate and average length of access in a 100-degree search extension reflect the precise choice of key words for promotion, the excellence of creative writing, and the compatibility of landing page design with user experience.

*淘宝中有一个“跳失率”的概念，通俗的说就是从你的页面跳转到到其他店铺的页面，说明你的产品没另一家的好。而你店铺的A宝贝跳到B宝贝不算跳失率。注意区分。

* There's a concept of a evaporation rate in the poodle, which is commonly said to be jumping from your page to a page in another shop, suggesting that your product is not as good as the other one. And your shop's A-baby jumps to B-baby doesn't mean it doesn't miss. Pay attention to the difference.

退出率（Exit Rate）

Exit Late

退出率=该页退出的的页面访问数/进入该页的页面访问数=退出PV/进入PV。

Exit rate = page views out of page/page views into page = exit from PV/entry into PV.

*例如，10个visits来到a页面——5个visits直接离开，3个visits去b页面（2个visits去c页面然后直接离开）。

* For example, 10 visitors went to page a — 5 visitors left directly and 3 visitors went to page b (2 visitors went to page c and left directly).

b页面的3个visits有2个visits返还a页面最终从a页面离开。则计算a页面的于Bounce Rate和Exit Rate

3 visits on b pages were returned by 2 visits to a page and eventually left from a page. A page is counted at Bounce Rate and Exit Rate.

分别就是（5/10） *100% 和 （5+2/10+2 ）*100%

*100% and (5+2/10+2%)*100%

*http://www.chinaz.com/web/2011/0613/188006.shtml

二跳率

Second Jump

当用户从外部链接到达网站时，被称为第一次跳转，如果用户再点击某一链接或按钮从而进入网站深层页面，则被称为“二跳”，外部来的用户中进行了二跳的用户的比例被称为“二跳率”。例如，100人进入网站，85人浏览了更多页面，则“二跳率”为85%。

When a user reaches the site from an external link, it is called the first jump, and if a user hits a link or a button to enter a deeper page of the site, it is called the second jump. The ratio of two jumps among external users is called the second jump. For example, 100 people enter the site and 85 view more pages, the second jump is 85 per cent.

*跳出率越低越好，二跳率越低越好。不明白相互关系的可以参看：http://www.tui18.com/a/200911/176305.shtml

*The lower the jump rate, the lower the jump rate. For those who do not understand the relationship, see http://www.tui18.com/a/200911/176305.shtml

站内来源（CNZZ）

Inner Source (CNZZ)

“站内来源”指的是某访客某次浏览您的网站后，持续30分钟都没有后续访问；如果该访客于30分钟后某时刻，在超时页面上点击某链接对该站继续访问，则称该访客第二次访问开始。由于该次访问来源于站内某页面，因此在【来源分析-来源分类】中，归为“站内来源”。

"Intra-site source" means that a visitor does not have a follow-up visit for 30 minutes after a visit to your website; if the visitor continues to visit the station by clicking on a link on an overtime page at some point after 30 minutes, the visitor starts a second visit. Since the visit originates from a page inside the site, it is classified as " inside-site source " in [source analysis-source classification].

搜索词

Search word

指用户在搜索引擎中搜索的关键词，通过这些关键词到达了你的网站。

It refers to the key words that users search in the search engine, through which they reach your website.

热点图

Hotspot map

热点图功能记录页面访客的鼠标点击行为，通过颜色区分不同区域点击热度。从热点图的点击轨迹看用户首先点击哪块区域，这点很重要。这些地方可以放置一些对用户有价值的内容供用户阅读，可以更好的控制跳出率。

Hotspot functions record the mouse click behaviour of a visitor to a page, distinguishing between different areas by colour. It is important to see which areas the user first clicks from the hotspot's click trajectory. These places can place content of value to the user for the user, and they can better control the jump rate.

转化目标

Conversion target

转化目标，也叫做转化目标页面或目标页面，指商户希望访客在网站上完成的任务，如注册、下订单、付款等所需访问的页面。

The conversion target, also known as the conversion target page or the target page, refers to the pages to which businesses want visitors to access the tasks they need to perform on the website, such as registration, placing orders, payment, etc.

转化路径

Conversion Path

转化路径报告提供了访客在目标的各个步骤上的访问行为数据。假如设定“一次咨询”即为转化目标，其目标路径为首页→关于我们→点击咨询按钮为一次转化路径，那么当网站访问用户照此路径操作后，网站后台统计该转化路径次数加一。

The conversion path report provides access behaviour data for visitors at every step of the target. If a “one consultation” is set as the conversion target, the target path is the first page on which we click on the consultation button as a conversion path, then when the user visits the site to follow this path, the site backstage counts the conversion path by one.

页面转化

Page Conversion

页面类型的转化是指访客访问了您期望他浏览的页面，如注册提交后出现的“注册成功”页面，您可以将到“注册成功”的网址输入到页面转化设置中，百度统计能够为您统计“注册成功”的注册量。

A page-type conversion is a visit to a page that a visitor expects you to view. If a registered successful page appears after filing, you can enter a " registered successful " site into the page conversion setting, and 100 degrees can count the registered success.

事件转化

Event Conversion

事件是网页内部某个可以点击的交互元素，下载、移动广告点击、小工具、Flash

Event is a clickable interactive element inside the web page, downloading, moving ad clicks, small tools, Flash

元素、AJAX

Element, AJAX

嵌入式元素以及视频播放等这些都是事件，百度统计可以对其进行跟踪。事件转化可以帮助您了解您网站上的用户操作情况，如某个按钮的点击次数、某个表单的提交次数或文档的下载次数。您可以在转化设置中，定义您需要跟踪的事件目标，将其作为转化来统计。

In the conversion settings, you can define the object of the event that you need to track as a conversion.

转化率

Conversion Rate

转化率指在一个统计周期内，完成转化行为的次数占推广信息总点击次数的比率。计算公式为：转化率=（转化次数/点击量）×100%。例如：10名用户看到某个搜索推广的结果，其中5名用户点击了某一推广结果并被跳转到目标URL上，之后，其中2名用户有了后续转化的行为。那么，这条推广结果的转化率就是

Conversion rate is the ratio of the number of conversions completed to the total number of hits on the dissemination information within a statistical cycle. The formula is calculated as: conversion rate = (transformations/clicks) x 100%. For example, 10 users saw the results of a search extension, 5 of which clicked on an extension and jumped on the target URL, and 2 of them followed up on the conversion.

（2/5）×100%=40%。

抵达率

Arrival Rate

访问某网站的抵达率=访问次数/点击次数。抵达率过低，则说明较多点击未能抵达网站，需要查看网站url是否正常打开，速度是否够快。

Arrivals from a website = number of visits/clicks. A low rate of arrival indicates that more hits do not reach the site and that it needs to see if the url is properly opened and fast enough.

页面流失率

Page Loss Rate

流失率指对指定路径对应的步骤而言，访客从该步骤进入到下一条步骤的过程中流失的比例。计算公式为：本步骤的流失率=[（本步骤的进入次数-下一步骤的进入次数）/本步骤的进入次数]×100%

The rate of loss is the proportion that a visitor loses from that step to the next step for the step in the given path. The formula is calculated as: the rate of loss for this step = [(number of entry for this step - number of entry for the next step) / 100% entry for this step]

用户流失率

User Loss Rate

用户流失率是按照不同时间段来定义用户的，比如一日用户流失率、一周用户流失率、一月用户流失率等。综上，一周用户流失率=一周内没登录的用户数/一周总注册用户数。

User loss rates are defined over different time periods, such as one-day user loss rates, one-week user loss rates, and one-month user loss rates.

*http://t.cn/RcbC0DG（网站流量统计名词解释）*

*http://t.cn/RcbC0DG (interpretation of website traffic statistics terminology)*

九、其他

IX, other

Bad Case

Bad Case直译过来就是坏案例，百度站长平台已经开启征集专区，如果遇到体验很不好的搜索结果可以提交审核，但是解决时间就不知道啦。

Bad Case translates directly into bad //span>. The 100-degree platform has opened a collection area and can be submitted for clearance if it encounters an experienced search result, but the resolution time is not known.

*http://bbs.zhanzhang.baidu.com/thread-13525-1-1.html

新闻源

News source

新闻源是指符合百度、谷歌等搜索引擎种子新闻站的标准，站内信息第一时间被搜索引擎优先收录，且被网络媒体转载成为网络海量新闻的源头媒体。新闻源在网络领域内地位举足轻重，具有公信力与权威性，也是辐射传播至国内媒体网络的原点。

News sources are those that meet the standards of the 100-degree, Google, and other search engine seed news stations, where first-time information is prioritized by the search engine, and are reprinted by online media as the source of online news. News sources are important, credible and authoritative in the area of the Internet, and are the source of radiation transmission to national media networks.

自适应网页设计（Adaptive Web Design）

From Adaptation Web Page Design (Adaptive Web Design)

自适应网页设计指能使网页自适应显示在不同大小终端设备上新网页设计方式及技术。

Self-adaptation web design means that the web page can adapt itself to show new web design methods and technologies on different large and small terminal devices.

工具条（Toolbar）

Toolbar (Toolbar)

安装在浏览器上的插件，提供一些搜索引擎或其他附加功能。用户可以在工具条上的搜索框内输入关键词直接搜索，而不必访问搜索引擎网站。几乎所有搜索引擎都开发了工具条供用户下载使用。

Plugins installed on the browser provide some search engines or other additional features. Users can enter keywords directly into the search box on the toolbar without having to access the search engine website. Almost all search engines have developed toolbars for users to download.

Unicode

Unicode（统一码、万国码、单一码）是计算机科学领域里的一项业界标准,包括字符集、编码方案等。

Unicode (Union Code, Universal Code, Single Code) is a industry standard in the field of computer science, including character sets, coding programmes, etc.

*目前百度对unicode编码只支持utf-8。

* Currently 100% of the unicode code only supports utf-8.

百度十一位

10 degrees

百度排名11位是指你的站点中流量不错的主要关键词（有些流量的，排名前几位的）百度排名从首页或第一位被固定在第二页的第一位（即第11位），且不止一个词，存在多个关键词同时掉到11位，期间无论是百度更新还是其他的站排名上升下降，关键字排名总是第11位或者之后（在11位-13位之间变化）。

The 100-degree ranking refers to the main word for good traffic in your site (some of which are in the previous order) and the 100-degree ranking from the first page or first to the first place on the second page (i.e. the 11th place) and more than one word, with multiple keywords falling to the 11th place at the same time, during which both the 100-centenary update and other station rankings are declining, with the keyword ranking always at the 11th place or later (changed between the 11th and 13th place).

*http://www.mahaixiang.cn/seoyjy/911.html

电子邮件营销（EDM：Email Direct Marketing）

Electronics="wpcom_keyword_link" /span> e-mails="wpcom_keyword_link" EDM:Email Direct Marking

利用电子邮件与受众客户进行商业交流的一种直销方式。

A direct marketing modality for commercial exchanges with client audiences using e-mail.

横幅广告（Banner）

Banner

广义上是图片或者动画展示类广告的统称。这个词的含义源于上街游行队伍中拉着写有标语的大横幅，后来扩展到互联网广告商。

Broadly speaking, it is a generic term for advertising in the form of pictures or animations. The meaning of the term stems from the large banners with banners in the street parades, which later spread to Internet advertisers.

*本文资料参考来源

* Source of information

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100-degree search:

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Micromail search:

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Goldflower Station Chief Tool:

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http://t.cn/Rz3aKiB

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Aitch College: http://www.27sem.com/

搜外问答：http://t.cn/RcbH40o

Questions and answers:

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CNZZ Data Specialist:

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100 degrees:

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Centuries Director:

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《SEO实战密码》 作者：Zac

SEO Combat Password by Zac

Google搜索质量评估指南2016

Guide to Google Search Quality Assessment 2016

百度搜索引擎网页质量白皮书

100-degree search engine web quality white paper

百度搜索引擎优化指南2.0

100-degree search engine optimization guide 2.0

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