Google广告新展示对于自然排名的实质影响
  • 作者:admin
  • 发表时间:2017-01-07 13:14
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The real impact of Google’s new paid search ad layout on organic search

Google广告新展示对于自然排名的实质影响

 

 

We've heard a lot about how Google's changes to its paid ad display might impact advertisers, but what about those focused on organic search? Columnist Winston Burton discusses the impact on SEOs.

关于Google最近的改变对于广告主的影响,我们已经听到了太多的观点,但是对于那些关注自然排名的网站呢?专栏作者Winston Burton为你分析这一改变对于SEO的影响。

 

 

 
 
 

资料来源://searchengineland.com

作者:Winston Burton

翻译:思亿欧外贸快车市场部

 
 
 

 

 

Over the years, the Search Engine Result Pages (SERPs) have changed a lot. Features like news, images, videos and the Knowledge Graph have impacted the display, sorting and order of SERPs, dramatically impacting organic listings.

这几年,Google搜索结果页面变化了很多。新闻、图片、视频和知识图表等影响了搜索结果的展示方式、分类和排位顺序,这也在很大程度上影响到了自然排名。

 

 

Recently, Google decided that paid search ads will no longer appear on the right-hand side of search results for desktop users globally, and up to four paid search results will appear at the top of the page (up from a maximum of three previously).

最近,Google决定对全球的桌面端用户不再在右侧展示广告,搜索结果页面的上方最多展示四条广告(之前是最多三条)。

 

 

Paid search ads that fall below the fourth rank will appear at the bottom of the page, which has limited visibility to end users, for a total of seven ads per page max.

那些排位掉到第四位以下的广告将会在底部展示,最多一页展示七条,这样的展示在终端用户那里的可见性是很低的。

 

 

This is a big change, but how does it really impact organic search?

这是一个巨大的改变,但是它会如何影响自然排名呢?

 

 

The answer is a number of different ways, which I will explore shortly. But before I do, let’s examine why Google is doing this.

这个问题可以从多个方面回答,下面我会简单地分析。但在这之前,让我们看看Google为什么要这样做。

 

 

Like many companies, Google has seen mobile traffic grow at an accelerated pace over the past two years. This new layout makes the desktop experience very similar to the current mobile SERP. It will allow Google to provide more relevant results for end users and also provide better performance for advertisers.

同许多公司一样,Google也看到了在过去的两年里,移动端的流量呈加速度在增长。搜索结果的这种新的桌面端的展示方式与移动端的展示非常相似,这就使得Google可以为终端用户提供相关性更高的结果,也让广告主的广告效果会更好。

 

 

The key here is the fact that Google is very good at understanding intent. Google can distinguish a transactional query from an informational query. So, if I did a search to buy a camera and got an organic listing first to download the manual, I would see that as bad user experience.

重点是,Google非常能够理解用户的动机,能够分辨出交易性的搜索请求和知识性的搜索请求。所以,如果我为了购买一台照相机而去搜索,但是得到的第一名自然排名结果是让我去下载一份使用手册,我会认为这是一种很糟糕的用户体验。

 

 

Alternatively, if I received a bunch of paid ads selling cameras and didn’t even see any organic listings, that would be a better user experience. If four paid ads suit the intent, even if they push everything else down below the fold, it’s still a good experience.

或者,我看到一堆卖相机的广告,一个自然排名都看不到,这种用户体验会略微好一点。如果前四条付费广告能满足用户的需求,下面无论它推什么给你,都不失为一种好的用户体验。

 

 

 

How does this impact organic search?

这将如何影响自然排名?

 
 
 

 

 

Now that paid search ads are taking up more organic real estate, click-through rates for organic search listings — especially in the first two positions — will probably decrease because the organic results have been pushed farther down the page. Indeed, on mobile, we were already seeing SERPs where no organic listings appeared above the fold.

现在付费广告拿走自然排名更多的空间了,自然排名结果的点进率,尤其是排在前两位的结果,可能会因为广告将它们挤到更下面的位置了而下降。事实上,在移动端,我们已经看到了没有自然排名结果展示的搜索结果页面了。

 

Since the organic search results will be relegated to further down the list, this will cause more advertisers to get more visibility from the top paid search ads, but it comes at a high cost.

由于自然排名结果被挤下去,排名靠前的广告会取得更多的可见度,但是成本也会增加。

 

 

 

If brands really want to get the most out of search, they’ll need to create an integrated organic and paid search strategy with focus on top rankings and paid ads to maintain visibility and be in front of their target audiences.

如果品牌网站想要获取到最多的流量,他们必须采取自然排名和广告相结合的策略,一方面维持前位的排名,一方面维持其在目标受众面前的可见度。

 

This change will also make local search more important if you have a brick-and-mortar business, because end users will see paid ads, then the local pack, before even getting to organic results. This makes appearing in that local pack more critical than ever before.

这一改变也使得本地搜索变得更重要了,如果你有一个实体生意的话。因为用户首先看到付费广告,然后在自然排名结果前看到本地的推送。这就使得出现在本地推送里面比以往任何时候都显得更加重要了。

 

 

 

This latest SERP change is going to impact the content that brands produce at all stages of the buyer journey, too. Modern consumer behavior has been characterized by Google as a series of intent-based moments (“micro-moments”) enabled by the high usage of mobile, which can be described as “I want to know, I want to go, I want to do and I want to buy.”

而且,这一改变也会影响到企业站在买家行为的各个阶段所提供的内容。鉴于移动设备的高使用量,Google把现代消费者的消费行为划分为基于动机的一系列时刻(“微时刻”):“我想知道、我想去、我想做和我想买”。

 

This is where the consumer comes into the fragmented path to purchase; the “funnel” that marketers often refer to doesn’t exist. The path to purchase is no longer linear.

这是被碎片化了的消费者达到最终购买行为的路径,广告主们经?;崽峒暗?ldquo;漏斗”已不复存在,通往购买的路径已不再是线性的了。

 

 

Therefore, you must have content to reach the user at different stages of the user journey to turn these people into customers. That means differentiating your paid and organic landing pages and creating content that suits each.

因此,你必须针对用户行为的不同阶段,提供相应的内容,将他们转化成为你的顾客。这也就意味着,你必须区分广告登陆页面和自然排名的登陆页面,并创建不同的适配内容。

 

With more paid listings appearing for “highly commercial queries,” you’ll need to focus paid landing pages towards searchers in the buying/decision-making stages, whereas your organic landing pages should be better positioned (and possibly expanded) to capture visitors in the research/consideration stages.

由于越是“商业广告性高的关键词”的广告展示会越多,你需要从购买/决策这个用户行为阶段更多地关注广告登陆页面,因此,你需要更好地布局自然排名关键词的登陆页面,以捕捉到搜索/考虑这个行为阶段的用户。

 

 

 

In summary, it will be more important to rank in the first two organic positions to capture the most clicks and visibility from organic search.

总之,想要最多地捕捉自然搜索的流量和获取可见性,自然排名上前两位就显得比以前更加重要了。

 

Since the organic results are getting pushed farther down the page now, both paid and SEO must work together to make 1+1=3. Don’t be afraid to compete with yourself and show the holistic value of integration.

由于自然排名的位置被往下挤了,所以付费广告和SEO必须协同工作,以达到1+1=3的效果。不要害怕同自己竞争,从全局的角度出发去创造整体价值。

 

 

 

Final Thoughts

综述

 
 
 

 

 

The SERPs will continue to evolve as Google looks for new and innovative ways to make the desktop experience similar to the current mobile SERP and provide the most relevant results for end users.

Google一直在探索新的和创新性方法,来使桌面端的用户体验与当前的移动端用户体验相接近,并为用户提供相关性最高的结果,所以搜索结果的展示方式会持续变化。

 

Agencies and brands must adapt to the dynamic landscape of the SERPs and put together results-driven strategies and tactics using both paid and organic search together to maximize ROI, capture more conversions and provide end users with relevant content in their moment of need.

服务机构和品牌企业必须适应搜索结果的动态变化情况,运用结果导向战略和战术,综合运用付费广告和自然排名,使ROI(投资回报率)最大化,获取更多的转化,为终端用户提供相关性更强的内容以满足他们的需求。

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