James Qi 在 2019年2月14日 - 00:26 發表

  上個月看了Google公司AdSense團隊Juliana推薦的一篇文章《Inside Google Marketing: 3 ways we think about SEO》,當時匆匆看了一遍,感覺還是很好的,推薦給了内部同事看。現在再回頭來看看,并把主要内容翻譯成中文:

Inside Google Marketing: 3 ways we think about SEO


Sean O'Keefe January 2019 Search, Content Marketing, Experience & Design

Sean O'Keefe 2019年1月 搜索、内容營銷、體驗和設計

We as a company spend a lot of time thinking about search engine optimization, or SEO. No small wonder, given that search is at the core of our business.


Of course, there are plenty of other ways to drive traffic to your website. Paid media, social posts, and display advertising are just a few. But, when done well, SEO can provide an important — and cost-effective — strategy for organic growth. In fact, the latest research from web analytics company Parse.ly shows Google Search accounted for around half of external referrals to the publishers in its network this past year.

當然,還有很多其他方法可以為您的網站帶來流量。付費媒體、社交帖子和展示廣告等等。但是,如果做得好,SEO可以為原生增長提供重要且節約成本的策略。事實上,網絡分析公司Parse.ly 的最新研究表明,谷歌搜索占去年網絡發布商外部推薦流量的一半左右。

To really get the most out of SEO, though, it’s important to stay on top of the latest Google Search updates. That’s no different for us internally. We at Google own 7,000 websites that are managed by hundreds of product and marketing teams all over the world. Over 200 changes are made to these websites every single day, all of which could potentially affect a site’s SEO. When it comes to how Google sites appear in Search, they receive the same treatment as any other site on the web, and our teams follow the same external guidelines provided to webmasters.


That’s why we’ve put in place a cohesive website SEO strategy that we can rely on no matter what fresh changes are introduced — and that anyone else with a website can learn from.

這就是為什麼我們制定了一個有凝聚力的網站搜索引擎優化策略,無論引入什麼新的變化,我們都可以依賴它 - 并且任何擁有網站的人都可以學習。

1. For big SEO results, start small


It might sound simple, but focusing on small, incremental changes to a website’s overall SEO strategy really can produce noticeable gains over time. The Google My Business marketing site, for example, saw a near 2X increase in organic traffic,1 partly because the team implemented a number of web fundamental best practices, such as showing search engines what URLs to index by implementing canonicals.

這聽起來很簡單,但專注于小的地方,逐漸更改網站的整體搜索引擎優化策略确實可以産生随時間而顯著的收益。例如在Google My Business網站,看到了原生流量近2倍的增加,部分原因是因為團隊實施了一系列的網站基本最佳實踐,如通過實施canonicals告訴搜索引擎應該索引什麼網址。

Of course, correlation does not imply causation, but a number of Google sites have noticed strong organic growth after making some of these simple SEO changes.


Organic traffic increases after SEO improvements to Google My Business

在對Google My Business進行SEO改進後,原生流量會增加

Source: Google Internal Data, June 2017–March 2018.


If you’re struggling to identify some of the issues your site might be facing, Search Console’s new URL inspection tool is a great place to start.


2. Don’t be scared of changes — embrace them

2.不要害怕改變 - 擁抱它們

Search features are always evolving to surface the most relevant content for users and to keep up with their changing behavior. For example, today, over 50% of website traffic comes from mobile, and Google Search has quickly been adapting in response, with new developments such as AMP and Progressive Web Apps.  


It can be easy to get overwhelmed by these changes, but internally we’ve found that the more we embrace them and experiment with them, the better our SEO results. For example, last year we focused on fixing Google Search Console errors, implementing structured data, and adding AMP to the Think with Google site. After we fixed one common AMP error on a number of URLs, those impressions increased by 200%. We also found that improving our content overall may have led to us being selected more often for featured snippets, which led to an additional 1,000 impressions a day.

這些變化可能很容易讓人不知所措,但在内部我們發現我們越接受它們并嘗試它們,我們的搜索引擎優化結果就越好。例如,去年我們專注于修複Google Search Console錯誤,實施結構化數據以及向Think with Google網站添加AMP。在我們針對多個網址修複了一個常見的AMP錯誤後,這些展示次數增加了200%。我們還發現,整體上改善我們的内容可能會導緻我們更頻繁地選擇特色摘要,這導緻每天額外增加1,000次展示。

New search features appearing for Think with Google after SEO improvements

在SEO改進之後出現了Think with Google的新搜索功能

Source: Google Internal Data, June 2017–March 2018.


3. Where possible, consolidate


It can be tempting to create multiple websites, each containing very similar content, to target different customer profiles or geographic regions. In fact, it’s something we’ve done at Google. A recent audit revealed that, over the years, we had developed a large number of near-duplicate sites based on different campaigns or marketing goals.


Here’s the problem with that approach: duplicate content is not only confusing for users, it’s also confusing for search engines. Creating one great site instead of multiple microsites is the best way to encourage organic growth over time.


For example, after that site audit, we decided to overhaul our marketing websites for Google Retail. Cleaning up six old websites, consolidating content, and focusing our energy on one great website doubled the site's call-to-action click-through rate and increased organic traffic by 64%.

例如,在該網站審核之後,我們決定徹底檢查Google Retail這個營銷網站。清理六個舊網站,整合内容,并将精力集中在一個很好的網站上,使網站的用戶點擊率提高了一倍,原生流量增加了64%。

Source: Google Internal Data, June 2017–March 2018.


The lesson here is clear: While on-page performance is important, a successful SEO strategy must take into account your entire web ecosystem.


Applying Google’s SEO strategy to your website


Just like other companies, Google doesn't always get SEO right, and we're constantly working to make improvements to our own sites. But by focusing on these three areas, we've been able to build an SEO strategy that’s flexible enough to adapt to new changes, solid enough to drive powerful results, and adaptable enough to be applicable to all websites.


Ready to put in place your own SEO strategy? Learn more with our SEO starter guide.


Sean O'Keefe
Contributor, Website Optimization at Google


  中文網站用戶知道,百度很多産品(例如百度知道、百度百科、百度經驗、百度貼吧等等)都占據着百度搜索的前列,除了百度搜索自己給自己家産品更好的權重以外,百度的這些産品本身應該也是遵守了搜索引擎優化策略的。而Google就更明确,其公司内部任何産品/服務的網站都是與Google Search獨立的,搜索排名不會照顧公司内部産品,所以他們内部網站為了獲得好的排名和流量也都需要做搜索優化的工作,這篇文章就是一篇很好的經驗總結,值得反複閱讀領會并應用到自己實踐中。我特此又花了一些時間來校對翻譯,并發布到博客和“AdSense實戰寶典”微信公衆号裡面,希望對大家有用。





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