上个月帮一个客户做 SEO 诊断，他说："我们做了半年 SEO，每天发文章，但百度收录就几十篇，排名也上不去。"
我花了一小时检查他的网站，发现 28 项基础指标里，他只做到了 9 项。
我说："你这地基都没打好，就想盖楼？"
后来帮他逐项整改，3 个月后收录破 500，核心词排到首页第二。
今天把这 28 项检查指标分享给你，不用花钱请专家，自己就能做诊断。
第一类：技术基础（8 项）
这是 SEO 的地基，地基不牢，后面白忙。
1. 网站能被百度抓取
检查方法：百度搜索"site:你的域名"，看有没有收录。
常见问题：
- robots.txt 禁止了百度抓取
- 服务器不稳定，百度蜘蛛来了几次都打不开，就不来了
- 网站刚上线，还在审核期（一般 1-4 周）
合格标准：site 搜索有结果，且数量在增长。
2. URL 结构清晰
好的 URL：xxx.com/product/seo-service.html
差的 URL：xxx.com/product.php?id=123&cat=456
检查要点：
- URL 里有关键词（英文或拼音）
- 层级不超过 3 级（首页→栏目→内容）
- 不用动态参数（?&= 这些）
- 全部小写，不用大写字母
3. 301 重定向配置
带 www 和不带 www 的网址，应该跳转到同一个。
检查方法：分别访问 xxx.com 和 www.xxx.com，看是否跳转到同一个。
为什么重要：不跳转的话，百度会认为是两个网站，权重分散。
4. 404 页面配置
检查方法：随便访问一个不存在的网址，看是否显示 404 页面。
404 页面应该有：
- 友好提示（"页面不存在"）
- 返回首页的链接
- 热门推荐（引导用户继续浏览）
为什么重要：百度蜘蛛抓取到死链，会返回 404。如果没有 404 页面，会影响网站质量评分。
5. Sitemap 提交
Sitemap 是网站的"地图"，告诉百度你有哪些页面。
检查方法：访问 xxx.com/sitemap.xml，看是否存在。
提交入口：百度站长平台（ziyuan.baidu.com）→ 网站支持 → 数据提交
注意：Sitemap 要定期更新，新增页面及时加入。
6. 网站加载速度
检查工具：Google PageSpeed Insights、百度统计速度诊断
合格标准：首屏加载时间 3 秒以内
优化方向：图片压缩、开启 CDN、代码压缩、服务器升级
速度慢，百度蜘蛛抓取效率低，用户体验也差。
7. 移动端适配
检查方法：手机打开网站，看是否正常显示。
百度要求：2026 年起，移动端体验是排名因素之一。
适配方式：
- 响应式设计（推荐）：一套代码，自动适配
- 移动站：m.xxx.com，单独做手机站
- 自适应：PC 和移动同一 URL，样式不同
在百度站长平台提交移动适配规则。
8. HTTPS 加密
检查方法：网址是 https:// 开头，浏览器显示小锁图标。
为什么重要：
- 百度明确表示 HTTPS 是排名因素
- 用户信任度更高
- 防止数据被劫持
成本：有免费 SSL 证书（Let's Encrypt），也有付费的（几百到几千一年）。
第二类：页面优化（8 项）
页面是 SEO 的核心，每个页面都是一个"排名单元"。
9. Title 标签优化
Title 是页面标题，是 SEO 最重要的因素之一。
检查方法：右键 → 查看源代码，找
标签。</p>
<p><strong>合格标准：</strong></p>
<ul>
<li>每个页面 title 唯一，不重复</li>
<li>包含核心关键词</li>
<li>长度 25-30 字（百度显示限制）</li>
<li>格式：核心词 - 次要词 - 品牌名</li>
</ul>
<p><strong>错误案例：</strong>所有页面 title 都是"首页 - XXX 公司"</p>
<p> </p>
<h3> 10. Description 标签优化</h3>
<p>Description 是页面描述，会显示在搜索结果里。</p>
<p><strong>合格标准：</strong></p>
<ul>
<li>每个页面 description 唯一</li>
<li>包含关键词（百度会加粗显示）</li>
<li>长度 70-80 字</li>
<li>有吸引力，引导用户点击</li>
</ul>
<p><strong>注意：</strong>Description 不直接影响排名，但影响点击率。</p>
<p> </p>
<h3> 11. H1/H2/H3 标签使用</h3>
<p>标题标签告诉百度页面的内容结构。</p>
<p><strong>正确用法：</strong></p>
<ul>
<li>H1：页面主标题，每页只能用 1 个</li>
<li>H2：章节标题，可以用多个</li>
<li>H3：子章节标题</li>
</ul>
<p><strong>检查方法：</strong>查看源代码，搜索<h1>、<h2>。</p>
<p><strong>常见问题：</strong>一个页面多个 H1，或者根本没有 H1。</p>
<p> </p>
<h3> 12. 关键词布局</h3>
<p><strong>关键词应该出现在：</strong></p>
<ul>
<li>Title 标签（最重要）</li>
<li>Description 标签</li>
<li>H1/H2 标题</li>
<li>正文前 100 字</li>
<li>图片 alt 属性</li>
<li>URL 地址</li>
<li>内链锚文本</li>
</ul>
<p><strong>注意：</strong>关键词密度 2-5% 即可，别堆砌。</p>
<p> </p>
<h3> 13. 图片 Alt 属性</h3>
<p>百度不认识图片，要靠 alt 属性告诉它图片是什么。</p>
<p><strong>检查方法：</strong>查看源代码，搜索<img>，看有没有 alt=""。</p>
<p><strong>正确写法：</strong><img src="xxx.jpg" alt="北京网站建设服务"></p>
<p><strong>错误写法：</strong><img src="xxx.jpg" alt="图片 1"> 或者没有 alt</p>
<p> </p>
<h3> 14. 内链结构</h3>
<p>内链是网站内部页面之间的链接。</p>
<p><strong>作用：</strong></p>
<ul>
<li>帮助百度蜘蛛抓取更多页面</li>
<li>传递权重（首页→栏目页→内容页）</li>
<li>提升用户体验</li>
</ul>
<p><strong>合格标准：</strong></p>
<ul>
<li>每个页面都有内链指向其他页面</li>
<li>重要页面有更多内链指向</li>
<li>导航清晰，用户 3 次点击内找到任何内容</li>
</ul>
<p> </p>
<h3> 15. 面包屑导航</h3>
<p>面包屑显示用户当前位置，比如：首页 > 产品服务 > 网站建设</p>
<p><strong>作用：</strong></p>
<ul>
<li>帮助用户定位</li>
<li>增强内链结构</li>
<li>百度会在搜索结果里显示面包屑</li>
</ul>
<p><strong>检查：</strong>随便打开一个内页，看有没有面包屑导航。</p>
<p> </p>
<h3> 16. Canonical 标签</h3>
<p>如果有多个 URL 显示相同内容，用 canonical 告诉百度哪个是"正版"。</p>
<p><strong>使用场景：</strong></p>
<ul>
<li>同一内容多个 URL（比如带参数和不带参数）</li>
<li>移动端和 PC 端内容相同</li>
<li>转载内容（指向原文）</li>
</ul>
<p><strong>写法：</strong><link rel="canonical" href="https://xxx.com/original-page" /></p>
<p> </p>
<h2>第三类：内容建设（7 项）</h2>
<p>内容是 SEO 的核心，百度最终是要给用户看内容的。</p>
<h3> 17. 原创内容比例</h3>
<p><strong>合格标准：</strong>原创内容 70% 以上</p>
<p><strong>检查方法：</strong>随便抽几篇文章，复制到百度搜索，看有没有重复。</p>
<p>百度优先收录和排名原创内容，抄袭的很难有排名。</p>
<p> </p>
<h3> 18. 内容更新频率</h3>
<p><strong>建议频率：</strong></p>
<ul>
<li>新站：每天 1-2 篇（快速建立收录）</li>
<li>老站：每周 2-3 篇（保持活跃）</li>
</ul>
<p><strong>关键：</strong>稳定比数量重要。每天 1 篇坚持一年，比一周 10 篇然后断更强。</p>
<p> </p>
<h3> 19. 内容质量</h3>
<p><strong>优质内容标准：</strong></p>
<ul>
<li>字数 800 字以上（太短百度认为没价值）</li>
<li>有实际信息，不是空话套话</li>
<li>有图片、表格等丰富元素</li>
<li>解决用户问题，不是纯广告</li>
</ul>
<p><strong>检查方法：</strong>自己读一遍，问自己：这篇文章对用户有用吗？</p>
<p> </p>
<h3> 20. 关键词覆盖</h3>
<p><strong>检查：</strong>你的内容覆盖了哪些关键词？</p>
<ul>
<li>核心词（比如"网站建设"）</li>
<li>长尾词（比如"北京网站建设公司哪家好"）</li>
<li>问题词（比如"网站建设需要多少钱"）</li>
</ul>
<p><strong>工具：</strong>5118、站长工具、百度指数，挖掘长尾词。</p>
<p> </p>
<h3> 21. 内容时效性</h3>
<p>有些内容会过时，需要定期更新。</p>
<p><strong>需要更新的内容：</strong></p>
<ul>
<li>带日期的（"2024 年最新..."）</li>
<li>政策法规相关</li>
<li>价格信息</li>
<li>联系方式</li>
</ul>
<p><strong>建议：</strong>每季度检查一次老内容，更新过时信息。</p>
<p> </p>
<h3> 22. 专题/聚合页</h3>
<p>把相关内容聚合到一起，形成专题页。</p>
<p><strong>例子：</strong>"网站建设完全指南"专题，聚合所有建站相关文章。</p>
<p><strong>作用：</strong></p>
<ul>
<li>提升用户体验（相关内容一站式看完）</li>
<li>增强关键词权重（多个内容指向同一主题）</li>
<li>容易获得排名（专题页权重高）</li>
</ul>
<p> </p>
<h3> 23. 用户互动</h3>
<p>评论、点赞、分享这些互动信号，百度会参考。</p>
<p><strong>建议：</strong></p>
<ul>
<li>开启评论功能</li>
<li>及时回复用户评论</li>
<li>添加分享按钮</li>
</ul>
<p> </p>
<h2>第四类：外链与数据（5 项）</h2>
<p>外链是投票，数据是反馈。</p>
<h3> 24. 外链数量增长</h3>
<p><strong>检查工具：</strong>站长工具、爱站网、Ahrefs</p>
<p><strong>合格标准：</strong>外链数量稳定增长，不是大起大落。</p>
<p><strong>外链来源：</strong></p>
<ul>
<li>新闻媒体发稿</li>
<li>行业网站投稿</li>
<li>友情链接交换</li>
<li>社交媒体分享</li>
</ul>
<p> </p>
<h3> 25. 外链质量</h3>
<p>1 个高质量外链，抵得上 100 个垃圾外链。</p>
<p><strong>高质量外链特征：</strong></p>
<ul>
<li>来自高权重网站（百度权重 4+）</li>
<li>来自相关行业网站</li>
<li>来自内容页，不是垃圾目录页</li>
<li>锚文本自然（不是"点击这里"）</li>
</ul>
<p><strong>避免：</strong>买外链、群发外链、垃圾目录提交。</p>
<p> </p>
<h3> 26. 百度统计安装</h3>
<p><strong>检查：</strong>网站是否安装百度统计代码。</p>
<p><strong>作用：</strong></p>
<ul>
<li>追踪流量来源</li>
<li>分析用户行为</li>
<li>监控关键词排名带来的流量</li>
</ul>
<p>没有数据，SEO 就是盲人摸象。</p>
<p> </p>
<h3> 27. 百度站长平台绑定</h3>
<p><strong>入口：</strong>ziyuan.baidu.com</p>
<p><strong>功能：</strong></p>
<ul>
<li>提交 sitemap 和新增链接</li>
<li>查看抓取诊断（百度蜘蛛能不能正常抓取）</li>
<li>提交死链</li>
<li>查看移动适配</li>
<li>接收百度通知（违规提醒、算法更新）</li>
</ul>
<p>做百度 SEO，站长平台必须用。</p>
<p> </p>
<h3> 28. 关键词排名追踪</h3>
<p><strong>检查：</strong>有没有定期追踪关键词排名？</p>
<p><strong>建议：</strong></p>
<ul>
<li>选 10-20 个核心关键词</li>
<li>每周记录一次排名</li>
<li>分析排名变化原因（上升/下降）</li>
</ul>
<p><strong>工具：</strong>5118、站长工具、爱站网，都有排名监控功能。</p>
<p> </p>
<h2>自查完了，然后呢？</h2>
<p>对照上面 28 项，给自己打个分：</p>
<ul>
<li>25-28 项：优秀，继续保持</li>
<li>20-24 项：良好，补齐短板</li>
<li>15-19 项：及格，需要系统优化</li>
<li>15 项以下：不及格，赶紧整改</li>
</ul>
<p> </p>
<p><strong>整改建议：</strong></p>
<ol>
<li>先解决技术基础问题（第一类）——这是地基</li>
<li>再优化页面要素（第二类）——这是框架</li>
<li>然后持续做内容（第三类）——这是核心</li>
<li>最后积累外链、监控数据（第四类）——这是助力</li>
</ol>
<p>SEO 不是一蹴而就的，一般 3-6 个月见效。坚持做对的事，时间会给你回报。</p>
<p>不是所有项都必须满分，但基础项（技术基础 + 页面优化）必须做好。</p>
<p>自查一遍，找出问题，逐项整改。3 个月后，你会回来感谢我的。</p>
<p> </p>
<p><em>（如果需要 SEO 诊断报告或代运营服务，可以加联系我们，免费给您做一次网站体检）</em></p>
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