搜索“cheap cars”将来会在Yahoo上出现,您可能会看到诸如以下字词的网络搜索结果和付费搜索结果“求职”或“自行车””根据最近发布的Yahoo专利申请,这种情况在未来会发生。

如果你’最近我一直在密切关注Google搜索结果,’ve possibly noticed that sometimes when you perform a search at Google that the search engine might broaden the search results that you see to include 同义词 for one or more of the terms that you used for your search.

我写了一篇关于 Google同义词更新, in which I pointed to a couple of patent filings that Google made which described a couple of different ways that Google might come up with 同义词 for search terms. In the comments section of the post, a couple of people asked what kind of implications this query expansion might have for sponsored search results.


The Google patents on 同义词 were quiet on paid search, and what the patent filings might mean for them, but chances are that if Google expanded a search to include 同义词, that it might choose between sponsored ads for the original query and the additional query terms.

例如,对[Ft Worth网站设计]的搜索可能会扩展为包括[Fort Worth网站设计]的搜索结果,并且该搜索结果中显示的赞助广告可能会针对“ft. worth” search and the “fort worth” search.

Google告诉我们 Google官方博客 post about this new inclusion of 同义词 that they would highlight the 同义词 in search results. Would they also highlight the 同义词 in sponsored ads, if those appear there?

I just searched for [ft. worth web design], and it appears that they do highlight 同义词 when they appear in paid search results, like in the following image where the term “Fort Worth”在赞助商搜索的顶部区域以黄色背景突出显示:

Google搜索结果中显示“ Fort Worth”的内容在“ Ft。价值。'

该字是否突出显示,是因为在扩展了自然网络搜索结果之后,Google展示了[Fort Worth网站设计]或[Ft Worth网站设计]的广告?

Interestingly, Yahoo just published a patent application that explores some similar territory, on expanding search results to include documents that might include words that are 同义词 when used in a particular context. The Yahoo patent also looks at user data to decide when to show pages that might involve much broader 有关 concepts as well.



由Rukmini Iyer和Hema Raghavan发明


In an embodiment, although claimed subject matter is not limited in this respect, a method includes automatically constructing probabilistic translation dictionaries from click-through information. Such translation dictionaries may include a database and/or data tables, for example. Translation dictionaries may include word 同义词 as well as words and/or phrases that include one or more meanings that may be 有关 to other words and/or phrases.

例如,翻译词典可以包括短语“cheap cars”, which may be 有关 to other words or phrases that likely have a meaning corresponding to 廉价汽车, such as “used cars”, “compact cars”, “Kia”, “Hyundai”, and so on.

继续该示例,这样的翻译词典也可能与“cheap cars” to “job searches” or “bicycles”,因为用户输入了查询“cheap cars”可能失业,并且对找工作感兴趣。或者这样的用户可能没有钱,因此自行车可以提供汽车的替代品。下面将详细描述构建这样的翻译词典。

尽管点击信息可能是Yahoo可能会使用的来自搜索者的数据来源,但他们可能会查看有关搜索者与搜索引擎之间互动的其他信息。尽管以上段落提到了“翻译字典,”雅虎专利还描述了他们所谓的“probabilistic model”在某些方面听起来像Google在其专利中提及的统计语言模型。


When Google or Yahoo expand query results to include 同义词 for words in an original query, it appears that they may also consider doing so for the advertisements that are shown with those results.

And Yahoo may even 帮助您找到一辆自行车 when you can’t afford a car.

I’ve written a few posts about 同义词 in search. Here are some of those:




  1. 您的最后评论“帮助您找到一辆自行车”建议将来我可能会获得更多搜索结果,而不是更少’只要改进前几页,就可以再进行几百万次匹配。



  2. 以特定的长尾搜索词为目标,这似乎会对业务产生很大影响,取决于其实现方式,这可能是+ ve或-ve。它还将以某种方式杀死针对特定字词设置的微型网站(换句话说,人们从CPA网络等中获利)。

  3. 嗨,杰克,

    如果雅虎将来采用这种方式,则可能会导致更多的搜索结果。但是我’我不确定如果搜索的话我会怎么做“cheap cars” and Yahoo showed me ads and organic search results for 脚踏车.

    Not quite sure how this will impact optimization of pages quite yet. This is a statistical 概率模型 based upon user data from sources such as search engine query logs, rather than anything to do with LSI. I don’我们相信,任何LSI方法实际上都可以有效地优化页面。


  4. 嗨安德鲁,

    Expanding some queries based upon 同义词 and 有关 concepts has the potential to get searchers to see pages that they may have intended to see, even if they didn’t quite use the “right”在其搜索中查询字词。一世’我不确定广告客户是否对完全匹配的词组出价时会感觉如何,他们的广告是否以Google或Yahoo认为可能的其他字词出现“synonyms” or “related terms.”

    可能会发生吗?一世’m not sure, but it’s possible.

    它正在扩大视野。我不’t know if there’但这是一种简单的方法,可以告诉您它对企业有多大帮助。

  5. 嗨吉米,


    I see the potential for the search engines to try to fill up search results with higher quality pages that include 同义词 and 有关 terms, rather than trying to find pages where all of the words on a page match all of the words in a searcher’的查询。这可能会影响某些人使用微型网站的方式。

  6. 我想知道这是否是对Google的回应’s acquisition of the Orion algorithm (2006) that also did conceptual extensions of search phrases to pull in potentially 有关 topics. Both would be supporting a “berrypicking”知识获取的方法。 (//pages.gseis.ucla.edu/faculty/bates/berrypicking.html)挑剔的观察者认为,搜索者首先需要有针对性的信息需求,并且可以一路吸引到其他方向。贝茨教授确实规定,搜索者将始终返回其原始信息搜索。

  7. 对我来说,这听起来似乎对使用更自然的SEO方法,在反向链接中使用各种关键字的网站很有帮助。突然,他们会发现自己跳出了自己赢得的更多搜索字词’以前没有做过。

  8. 嗨玛丽安,


    Ori Allon关于Orion算法的原始新闻稿包括两个部分– expanded snippets, or text extracts, which shows you the information that you might be looking for in search results, and results for 有关 words or phrases and concepts. For the press release:

    以“美国革命”之类的搜索为例,说明该系统的工作方式。 Orion会使用包含该短语的提取物来显示结果。但这也会给美国历史,乔治·华盛顿,美国独立战争,独立宣言,波士顿茶党等带来成果。您可以从每次搜索中获得更多有价值的信息。

    我认为此专利申请非常有趣的一件事是,发明人一直主要关注Yahoo的付费搜索,’与Google不同,在专利申请中使用了大量有关广告和赞助搜索的语言’s patent applications on 同义词.

  9. 嗨,杰克,


    要使用他们的示例之一,如果我搜索“cheap cars,” I don’一定要看到很多页面实际使用这些单词“cheap cars.”相反,我希望看到有关负担得起的汽车的页面,即使“cheap cars” don’不会显示在这些页面上,即使锚文本“cheap cars,”和短语aren的其他可能变体’t包含在指向这些页面的其他页面的锚文本中。

  10. 我不喜欢雅虎将如何使用他们的搜索引擎的想法。如果我正在寻找“cheap cars”, I want to see 廉价汽车。 I don’注意显示的不同关键字,例如“廉价汽车”.

    推特 @ lomak1985

  11. 我很高兴知道他们的搜索引擎将如何为广告客户提供选择退出这一新功能的选项。

    我有一个非常利基的自助产品,它的价值不高,但是我仍然继续通过付费列表进行营销。 (这是使我进入Internet营销的产品,它可以帮助人们,所以我继续进行营销!)。因为它是如此的利基,所以我现在有了一组非常严格的关键字。而这种新的广告可能只会使它沉没,这真是太可惜了。


  12. 嗨,

    I’我有点担心一些“related” concepts too. Showing results for 同义词 sounds fine, but I’m not sure that the examples of search results for jobs or 脚踏车 for someone searching for “cheap cars”非常符合搜索者的意图。

  13. 嗨,米歇尔,

    我没有’t seen much discussion on the Web, or from the search engines on paid search and query expansion based upon 同义词, but I understand your concern.


  14. 嗨,比尔,很好的答复。


  15. 我宁愿看到‘related’概念与确切概念分开,而不是融合在一起。如果是这样,那么对Yahoo!有好处。但我同意Kai的观点,即如果我专门使用形容词搜索,我希望这些结果优先出现。另外,这将如何影响SEO?公司是否必须删除同义词库并遍历其目标关键字的所有可能同义词,才能保持原样?如果他们不这样做’t,即使他们更大程度地针对特定单词,它们也会掉落吗?我猜不断进化是这里的游戏名称。

  16. 我认为在目前的情况下这有点令人生畏,但效果很好。看一下您的手机,如果您要带一个仅在20年前才有了座机的人,并告诉他们他们的手机将发送消息,访问网络,具有跟踪功能等,我认为他们会被这个想法推迟想太多了。今天,相同的概念可能会应用于搜索结果页面,谁知道20年后它将是什么样,但只要它不会在一夜之间发生变化,我们都会没事的。

  17. 嗨吉米,


    20年后,搜索肯定会大为不同。 2-3年后看起来可能会大不相同。

  18. 嗨,Web Squad,

    我同意– I’d rather see 有关 terms offered as query refinements (like the “did you mean XXXX” or “Try also XXXX”).

    It’s always been smart to identify 同义词 for candidate keywords, and attempt to choose wisely, and then find ways to include 同义词 on pages too, if possible. I’我不确定那里’适用于所有情况的任何规则集。我怀疑’通常会以单个关键字/关键字为基础。

    例如,大多数人可能会使用“Fort Worth”指得克萨斯州的城市,大多数人可能会使用“Ft. Pierce”指佛罗里达州的城市。同时使用“Ft.” and “Fort”在每个可能获胜的页面上’如果Google决定扩展查询以使用同义词,则完全没有任何区别。最佳选择尽可能地优化是一个更好的选择。

  19. 听起来确实有点类似于LSI’它。但是同意杰克的观点,’s always been a good strategy to include a wide variety of 有关 keywords both in on-page & IBLs.

  20. 嗨,Bullaman,

    我讨厌让LSI参与有关SEO的任何讨论,因为它’经常被误解和误用。 --

    Using 同义词 and 有关 terms in copy and in anchor text is more common sense and good practice rather than anything else, and it potentially broadens the terms that a page might be found for. But this patent filing isn’t suggesting that people writing copy use 同义词 or 有关 words in their content; rather than the search engine might explore user data to see if there might be some relationships between the usage of words in certain contexts that may make them more likely to be 同义词.

  21. 韩元’t expanding a query to use 同义词 lead to a greater concentration of sites that show up in the first results in Google? And if it does, do you see this as a positive or negative thing? I’我会等着听到别人’在我自己提出意见之前的意见。

  22. 嗨,科比,

    Expanding queries to include 同义词 creates the possibility of a wider range of results that might show up in the top results at Google.

    If the 同义词 are good matches, then it could possibly be a good thing for people searching for information, as well as site owners who offer what a searcher is looking for, but didn’在他们的网页上使用与搜索者在其查询中用来找到它们的单词相同的单词。

  23. It’看到广泛的广泛比对非常有趣。


  24. 嗨,弗雷德里克,


  25. The 同义词 are great. We don’不必专注于2个字,但1个就可以。你不’不必进行现场摄影和摄影师摄影。在Google网站管理员帮助程序中,您可以看到这些摘要。