SEO（Search Engine Optimization），中文翻譯為「搜尋引擎最佳化」，是提升網站在 Google、Yahoo、Bing 等搜尋引擎中自然搜尋結果排名的技術。隨著網路資訊爆炸與使用者行為改變，SEO 成為企業行銷與網站經營中不可或缺的重要一環。
SEO 的核心目標，是讓網站在不需付費廣告的情況下，也能在搜尋結果中獲得曝光，吸引潛在訪客點擊進入網站。對於新手來說，理解 SEO 的基本概念有助於建立良好的網路基礎。
SEO 可分為三大面向：網站內容優化（On-page SEO）、網站技術結構（Technical SEO）與網站外部連結建設（Off-page SEO）。網站內容優化強調高品質且包含關鍵字的文章，內容需符合使用者需求，並具備良好的閱讀體驗。技術結構方面，網站需具備快速載入速度、行動裝置友善設計、清晰的網站結構與有效的標籤使用（如 H1、meta 描述等）。外部連結則指其他網站對你網站的引用與推薦，這會被搜尋引擎視為網站的可信度與權威性。
除了基本的優化技巧，SEO 還包含持續的數據追蹤與調整，例如使用 Google Search Console 觀察網站表現，或利用分析工具觀察用戶行為，找出可以優化的環節。
總結來說，SEO 是一門結合內容策略、技術架構與行銷思維的長期經營工作。只要持續投入心力，即使是初學者也能在網路世界中打造具有競爭力的網站。
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