How Classification of Page Elements and Search Results May Influence Alternative Titles and Snippets Displayed in 谷歌

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谷歌在理解页面布局以及对页面上发现的不同元素进行理解和分类方面是否有所改进,这对我们在官方网投结果中看到的标题和摘要有影响? 谷歌可以对查询进行分类,以确定在官方网投结果中这些页面标题和摘要的显示内容,但是’他们可能还会对以下内容进行分类“原始标题,摘要和URL”在决定显示不同的标题和扩展的摘要时。 谷歌可能会结合在官方网投结果页面上找到的页面元素(HTML的一部分包含一些文本)分类来尝试确定响应查询的最佳官方网投结果表示吗?

谷歌 May Chose Titles and Snippets for Pages

当您在Google上官方网投时,显示在网页上的官方网投结果包括结果中列出的页面的标题,URL和摘要。在这些关键字中,您使用的查询字词,有时甚至是它们的同义词,可能包含在标题和摘要中,Google会突出显示这些字词。作为网站所有者,对于要由官方网投引擎建立索引的每个页面,您应该拥有独特且引人入胜的标题和元描述。这不仅使官方网投引擎更有可能抓取,索引和显示这些页面,而且如果您使用关键字,’为了针对这些标题和描述优化这些页面,Google可能会在官方网投结果中显示您选择的标题和元描述。

但不总是…

谷歌 has sometimes been showing 标题s that are different from the actual page 标题 listed in an HTML <title> element for pages over the past few years, if the search engine might find a different 标题 to be a better match for the query used than the one a site owner chose. A January 12th blog post on the Official 谷歌 Webmaster Central blog, Better page 标题s in search results, told us more about how and why those 标题s might be chosen:

我们使用多种信号来决定向用户显示哪个标题,主要是<title> tag if the webmaster specified one. But for some pages, a single 标题 might not be the best one to show for all queries, and so we have algorithms that generate alternative 标题s to make it easier for our users to recognize relevant pages. Our testing has shown that these alternative 标题s are generally more relevant to the query and can substantially improve the click-through rate to the result, helping both our searchers and webmasters. 关于 half of the time, this is the reason we show an alternative 标题.

The post also tells us that 谷歌 will sometimes choose to display their choice of 标题s when a webmaster might have forgotten to include a 标题, or uses a non-descriptive 标题 like “Home.” A couple of the other issues that the post tells us may be the reason for 谷歌 deciding upon a different 标题 is when a site uses the same or very similar 标题s for a large number of pages, or when a 标题 might be “不必要的冗长或难以阅读。”

Back in November, the 谷歌 Inside Search blog also told us of a change to 片段 that 谷歌 may display, in a post entitled 最近的十项算法变化, where one of those changes involved 片段 shown for pages in search results.

具有更多页面内容和更少标题/菜单内容的代码段: This change helps us choose more relevant text to use in 片段. As we improve our understanding of web page structure, we are now more likely to pick text from the actual page content, and less likely to use text that is part of a header or menu.

It’s interesting that the blog post mentions how 谷歌 is improving “我们对网页结构的理解。” Less than a week ago, 谷歌 also announced that they would be paying more attention to, and possibly penalizing pages that had too much advertising content “above the fold”在页面上,在帖子中 页面布局算法的改进. Might 谷歌’s better understanding of the layouts of pages also be influencing some of the decisions that they make when choosing page 标题s and 片段( or descriptions)?

谷歌 does provide some best practices in a help page on writing page 标题s and meta descriptions, and 谷歌 was granted a patent on expanded 片段 去年。

The help page tells us that 谷歌’s choosing of 标题s and 片段 is an automated process:

谷歌’s generation of page 标题s and descriptions (or “snippets”) is completely automated and takes into account both the content of a page as well as references to it that appear on the web. The goal of the snippet and 标题 is to best represent and describe each result and explain how it relates to the user’s query.

他们 also tell us that their decision of which 标题s and 片段 to display might be based upon a number of choices, including information from the page, or from publicly available sources off the page such as “锚定来自Open Directory Project(DMOZ)的文本或列表。”

I started a 谷歌 Plus post on when 谷歌 might transform page 标题s yesterday, and received a lot of interesting comments and some examples as well, of times when 谷歌 has changed 标题s for pages.

It’s not hard to see when looking at search results that 谷歌 is sometimes showing considerably longer 片段 within them than they did in the past as well:

谷歌 search results with many 片段 that are much longer than what 谷歌 used to show in the past.

How Does 谷歌 Decide What to Show in Titles and Snippets?

谷歌 was granted a patent earlier this week that describes a way that they might classify queries, and classify search result 片段 to come up with new 片段 that might use content found on the pages being returned in results for those queries.

多项专利’发明人已经与 谷歌 Custom Search Engines. The patent itself is written more broadly than just being about 谷歌 Custom Search Engines though, and could be a description of how 谷歌 might be identifying at least some 标题s and 片段 for pages shown in search results. 那里’在专利中也有很多关于标签的语言,这是“自定义官方网投引擎”的组成部分。该专利是:

分类官方网投结果以确定页面元素
由Tania Bedrax-Weiss,Ramanthan Guha,Patrick Riley和Corin Anderson发明
Assigned to 谷歌
美国专利8,103,676
2012年1月24日授予
归档:2007年10月11日

抽象

本发明涉及确定响应于官方网投而显示的页面元素。本发明的方法实施例基于官方网投结果确定页面元素。基于官方网投结果确定分类。页面元素是基于分类生成的。

通过使用官方网投结果,与仅查询相反,生成了与用户的主要解释相对应的页面元素’在官方网投结果中查询。结果,页面元素在大多数情况下可以准确反映用户’s intent.

The patent provides a very detailed look at how 谷歌 might go from classifying queries (using a lookup table, or via some other method) to classifying the different elements of a search result such as a 标题, snippet, and URL in that result. Those classifications might be weighted somewhat 通过 the position that those pages appear at within search results as well.

页面的原始代码段中通常会包含查询字词(如果有)。关于Google是否可以使用页面的元描述作为该页面的摘要的部分决定将取决于该元描述是否包含用于官方网投页面的关键字词。如果官方网投引擎决定使用页面中的内容,则可能会有许多 注意事项 涉及几年前Yahoo专利申请中所述的内容,例如:

  • 该短语的可读性,
  • 该词组与查询的相关性如何,
  • 该短语与它所显示的页面的相关性如何,
  • 这个短语多长时间,
  • 以上的组合

如果元描述不’t包含用于查找页面的一个或多个查询词,或者只是不包含’t seem very relevant, then 谷歌 might choose to use something else. 谷歌 may follow a very similar path to that decision that the Yahoo patent does, at least for an initial snippet.

谷歌 may then follow a classification approach described in the patent to classify the 标题, the meta description or a description from page text as a snippet, and the URL in the search result

In this newly granted patent, 谷歌 might decide to classify different sections of text within the HTML elements on pages to see if it can come up with the best match for the classifications of the query and classification of the different parts of the original search result.

然后,将查询和官方网投结果的分类与页面上不同HTML元素内的文本进行匹配,以查看页面上的内容是否可以做出更好的选择。

The home page from the Acme制造公司might be very well optimized for the term [roadrunner traps], and the page 标题 and meta description for the page might include that term and 谷歌 might show the page 标题 and meta description as written 通过 the site owner on a search for [roadrunner traps].

Chances are that the home page will also rank very well for [Acme Manufacturing Company] as well, but if the 标题 of the home page doesn’包含公司名称,而元描述不包含 ’t either, 谷歌 might generate a description or snippet from the content found on the page.

可能需要HTML<title>, the first snippet 谷歌 initially creates, and the URL for the home page, and classify each of them, as well as classifying the query [Acme Manufacturing Company] as well.

然后,它还可以对页面上HTML元素内的文本的不同部分进行分类,并对其进行分类。

例如,页面徽标的替代文字可能包含该文字“Acme制造公司–精细炸药行人陷阱的制造商 ”。该页面上的其他一些文本可能还包含可能适合于公司描述的文本,例如侧栏中的公司简短描述<p> element that says “Acme制造公司has been making custom traps for cartoon coyotes since 1948 for Looney Tunes Cartoons. Acme Manufacturing’数以百万计的观众观看了许多卡通剧集,对这些产品进行了严格的测试。”

谷歌 might take the logo alt text to use as a page 标题, and the sidebar content to use as part or all of an extended snippet.

I’ve对该专利提供了较高层次的了解,如果您想更深入地了解,我强烈建议您深入研究该专利。

那里’s definitely some value in 谷歌 looking closely at classifications of queries and original search results, and trying to match them up with classifications of 页面元素 to provide the best representation in a transformed search result of why a page might be relevant for a searcher’s query.

扩展片段的另一种方法

我上面提到的专利 expanded 片段 描述了Google如何在当前显示即时预览的位置显示那些较长的片段,并且可能是Google在决定在这些预览中显示页面的屏幕截图之前计划的。它还描述了几种方法,可以决定将哪些文本显示为较大的摘要,但是’包括这的分类过程 页面元素 专利。这里’它确实告诉我们:

扩展的摘录可以包括摘录的文本摘录,其中附加文本位于官方网投结果文档中的文本摘录附近,例如文本摘录之前和/或之后的文本。在一个实现中,附加文本可以在官方网投结果文档中的文本摘录之前和/或之后包括预定量的文本,例如预定数量的术语。

在另一实施方式中,可以更智能地选择附加文本。例如,附加文本可以包括在文本摘录之前发生文本摘录的结构组件(例如,段落,表条目,节等)的开始或结尾之前的所有(或少于全部)文本。在官方网投结果文档中。替代地或附加地,基于文本摘录出现在官方网投结果文档中的结构成分,附加文本可以包括之前和/或之后的结构成分。

Regardless, of whether 谷歌 is using the classification of search results and 页面元素, or is using the method described in this expanded 片段 专利,我’m seeing lots of search results with longer 片段 in them.

It’绝对是一件值得关注的事情,特别是因为官方网投结果的显示在官方网投者是否访问他们在这些结果中看到的页面方面起着如此重要的作用。

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关于31条想法“How Classification of Page Elements and Search Results May Influence Alternative Titles and Snippets Displayed in 谷歌”

  1. I’ve always thought the 标题 tag has been an over rewarded element. Reading this post made me realise its probably because 谷歌 needs good 标题s for users to percieve the SERPs as being relevant (rather than just seeing it entirely as a ranking signal).

    Changing 标题s allows them to reward sites that they know are actually more relevant whilst also displaying SERPs that are percieved 通过 users as relevant. Ultimately the power of 标题s for ranking will drop off even further.

    (陈述我所知道的显而易见的事实,但要接受那些我们偶尔需要大声思考的人)

  2. I’ve been seeing this a lot where G will cut off the end of the 标题 tag and add “拉古纳海滩房地产。”实际上,这有助于增加我的点击次数’m getting so I’我没有抱怨。它’有趣的是,G将如何根据官方网投查询控制您的网站。到目前为止’s been a good thing.

  3. 他们 ’在选择要使用的标题方面,我肯定变得更好。我在2009年12月进行了一次测试,向与我合作的开发人员证明使用meta 标题标签毫无意义,并且使用此类标签代替实际的title元素肯定是错误的。我发布了一个没有标题标签的页面,并且有一个元标题“元标题与标题相同吗?”我给了它一个元描述“测试以查看元标题元素是否与标准标题元素相同”和两个标题标签:“Testing the “meta 标题” Tag”它会自动具有“SEO文章和测试” —网站该部分菜单的标题。

    Once the page had been indexed, I ran a site: search and it came up with a 标题 of “SEO文章和测试” — the , which was far less relevant to the content of the page than the . I guessed that 谷歌 had picked the simply because it was the first heading in the page’s source code.

    您的帖子让我想起了这个不科学的测试,所以我’ve just run a new site: search, and the 标题 谷歌 is now using for the page is “Meta Title – Raise My Rank” —更重要的是,我’d say. I then ran a search for [title tag raise my rank] and the page comes up third in the results, with that same 标题, but this time, instead of using my meta description as the snippet, they’从页面重新获取文本:“提高我的排名SEO服务… 测试“meta 标题”标签。我最近注意到客户端的元数据’的页面包含两个版本的“title” tag: …”

  4. 谢谢你!一世’我真的很有趣’我看到很多东西。今天,我发现Google更改了我的页面标题和说明以匹配查询。我做了一些实验,情况就是这样:google.it中的查询是“scarpe”。我有一个页面,其中URL密钥是“scarpe”但在标题和元描述中,我使用了同义词“calzature”。好吧,我看到Google用“scarpe”,因此我的查询显然包含所有元数据,而完全忽略了我的元数据。我看到的另一种情况是:我有一个充满产品的页面(100):该页面的描述中的google忽略了我放置的页面,并放了一些产品的摘要。它’真的很难看,但是我不知道’无法理解Google为什么选择这种方式。页面中有优化的元描述,甚至还有优化的文本。

    无论如何,谢谢你。您的文章总是很有趣!

  5. That is very interesting Bill. I have never noticed 谷歌 showing a 标题 in search results that didn’t match what was specified in the 标题 tag.

    但是,既然您指出了这一点,那么从转化率优化的角度来看,它确实有意义。

    我可以 definitely see how an alternate and more relative 标题 could and would benefit the author of the web page if it more accurately described what is on the page. That is never a bad thing in my opinion.

    我可以’t tell you how many 文章s I have written the 标题 for and then proceeded to write the 文章 only to have the subject wander off into something else, something less relevant to the 标题.

    I am totally fine with 谷歌 picking what they consider a more relevant 标题 if it benefits us both more on the back-end.

    标记

  6. 法案,

    This is quite interesting. For years, people have focussed on keyworded page 标题s in order to get people to the site. Now with this, those could well go out of the window as one is not sure what big G will display now.

    一定要跟踪以确保确实会发生这种情况。

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  8. 嗨Alessio,

    非常感谢你。

    I’ve seen some changes to page 标题s over the past few months, and I’ve been seeing more and more extended 片段 for search results as well. I was pretty excited to see this patent published on this topic, to see if it could give us some clues as to what 谷歌 might be doing.

    听起来像你’对您页面的某些更改不太满意,我完全理解。

    代码段中包含的产品信息是否以某种方式与您官方网投的查询相关?您对该页面的元描述是否包含查询字词?

  9. 蒂姆,你好

    In the instances where people write 标题s that are actually unique, well written, and descriptive of the pages that they 标题, I think they should be given a lot of value 通过 the search engines. In those cases, they do help make 谷歌’的官方网投结果也看起来更好。

    I think the points you raise are pretty good. A page might be very relevant for a query, but the 标题 might be a terrible match for the page it is a 标题 to.

    I’ve seen a lot of bad 标题s for pages that are way too short, way too long, not focused specifically on the pages that they are 标题s for, or just completely wrong. It’s not a surprise that 谷歌 might change some 标题s that aren’t very good matches.

    I’m primarily concerned about the possibility that 谷歌 might take a good 标题 and make it much worse. Fingers crossed that they won’t,但这是网站所有者无法控制的自动化过程。

  10. 萨姆你好,

    Is 谷歌 doing that on your pages in response to queries that contain some or all of the words “拉古纳海滩房地产”?

    It is good to see that someone is actually seeing some benefit from these changes in 标题s.

  11. 嗨鲍勃,

    很高兴听到你’ve been keeping a close eye on this phenomena, and are seeing improvements over 谷歌’s choices in 标题s.

    Great test on the 元标题 element. I’m guessing that your right about 谷歌 picking that heading because it was the first one listed. Great to hear how their choices of what to display in response to different queries has changed since then as well. Very appreciative that you shared this with us.

  12. 嗨,马克,

    It’绝对值得关注的东西。我猜’s more likely that you might notice changes to page 标题s when you know what’s actually in the 标题s for those pages. I’我不确定用户浏览浏览器窗口顶部的频率如何,’将其与Google可能在官方网投结果中显示的内容进行比较。但是你马上注意到’是您网站上的一个页面,’s somehow changed.

    Hopefully those 标题 changes are improvements (fingers crossed). It just worries me to see this because I like to have control over changes like that.

  13. 嗨Praveen,

    I suspect that in most instances, if you write 标题s that descriptive, and aren’t太短了,aren’t too long, and focus upon the keywords that a page is optimized for, that 谷歌 will show the 标题 you’已根据您的查询选择’re optimizing for. 我不’认为这会改变。

    It’s when 标题s aren’精心制作的阿雷恩’t very descriptive or focused, are missing completely, or just completely irrelevant that 谷歌 will probably replace them with something that might be unanticipated.

    And when a page 标题 is changed so that it might be better for a specific query, that isn’t a bad thing. I’m pretty much concerned about those instances where 谷歌 might change a 标题 for a page and it doesn’t improve the 标题, and make it more likely that it might be clicked upon in search results.

  14. 所以我们的东西’ve been doing to optimize all this time 谷歌 has now become smart enough to do for the people who aren’t, huh? I think in the near future there will be a lot of changes with the 标题 tag in rankings/search displays. The 谷歌 tweaks to this are just beginning.

  15. 嗨,比尔,

    我为您的文章花了很多钱,我发现对更好地了解Google的Serp非常有用。作为一名法国博客作者,我发现情况有些复杂,因为我们还有两天的时间“官方网投加上您的世界” algorythm on top of how google choose to display urls with 片段 and/or 元 tags.

  16. 是的,好文章。我其实是避风港’完全没有看到,但是同意这是有道理的,到目前为止,我’我不反对。但是我’我想知道,当您查看Google 分析工具(分析)并比较“内容”部分下的指标时–第一维=页面标题第二维=着陆页,这是准确的报告,可以了解Google为您生成的标题类型吗?看着我的一些客户’分析,我在首页上看到5个非常不同的标题,但它们没有’包含我们的关键字’重新积极尝试排名。无需赘述,有些标题是“登录学生和教职员工”, “(college major 1)”, “(college major 2)” etc.

    Is this how you guys would investigate your automated 标题s?

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  18. 嗨,查尔斯,

    我仍然相信’s in the best interest of site owners to do the best that they can in creating 标题s and descriptions for pages that do a great job of describing the content found on those pages, and follow some intelligent approach to choosing keywords to include within those and on those pages.

    谷歌 may add sometimes their own 标题s when a page is relevant for a query, and will attempt to pick the best snippet they can from page content if necessary, but chances are that those 标题s and descriptions aren’t going to be as engaging or useful as 标题s or descriptions that someone who spends some time on those might create.

  19. 嗨,克拉拉,

    谷歌’s choosing of a different 标题 for a page is something that might happen on many different sites, and not just WordPress sites.

    我不’t think it’s ever a good idea to have two different 标题 elements for a page when you create that page. I haven’t seen a default WordPress feature that enables you to create multiple 标题s for a page, and if you see that happening, it’s possibly because of a flaw in a theme, or a plugin rather than an intentional effort to offer two different 标题s.

    Choose just one 标题 for a page, and make it the best 标题 that you can, using your specific choice of keyword terms or phrases. If the page happens to rank well for another query term that doesn’t include that optimized term, and 谷歌 decides to change the 标题 for that page because it ranks well for that term, that might just be gravy on top of the traffic that you receive for the term that you chose to optimize for.

  20. 嗨,更大,

    您’re welcome.

    When 谷歌 changes 标题s for pages like they have been, it’s not necessarily because of the Search Plus 您r World feature that 谷歌 added. 谷歌 was sometimes doing this long before they launched their newest version of social search.

  21. 嗨比尔
    Interesting post here, especially to someone fairly new to all this. I must say that I have never known or seen 谷歌 changing the 标题 but have not been looking. It’s an interesting development especially for those highly keyworded and targetted content 标题s.It will be intresting to see how this plays out. After the Panda update soem of my traffic increased so 谷歌 playing with 标题s willbe interesting and will now look out for this.
    谢谢乔恩

  22. 乔恩,你好

    他们 ’ve actually been making changes to 标题s at times for a few years, but it looks like they are doing more of it, and being a little more transparent about it.

    If they limit those changes to scattered instances where the changes reflect the query term used in the search when the changed 标题 appears in one of the search results, that shouldn’t necessarily be bad most of the time. I just would love to see when and where that happens when it does, and what 谷歌 is showing as a 标题.

  23. I have noticed recently that 谷歌 has been using the meta description tag for the SERPS 标题. It seems to be able to tell where the 标题 is less relevant to the page. It’s important for me as I use Joomla and with its system of adding meta tags to the menu, and content somewhere else, it does happen sometimes that the 标题 doesn’t accurately portray the content. 谷歌 is encouraging us all to up our game content-wise (in quality and relevance) which is only a good thing! Interesting stuff, thanks.

  24. I’m surprised to hear 谷歌 say programmatic meta descriptions are okay. I also noticed they didn’t say anything about the length of a page 标题. I’我听说应该是< 70 characters? Although some of your 标题s are longer than that, Bill?

  25. 嗨,托马斯,

    I’m not sure if you’re reading the quote I included above as an indication that 谷歌 says “程序化元描述还可以,”或者您在其他地方阅读过。

    我的帖子中所说的是Google’决定要在官方网投结果中显示哪些摘要完全是一种算法方法。因此,他们决定是否使用元描述或页面中的某些内容的决定取决于一组算法。如果您确实使用程序化元描述,那’绝对是您可以在相当大的网站上执行的操作,因此绝对应确保最终的结果在一页之间到另一页之间有足够的差异,并描述它们所描述的页面。

    谷歌没有’t say anything about the length of 标题s, and most of the statements that you might see from people writing about the lengths of 标题s is likely based upon how much a 标题 谷歌 might display in search results. That doesn’并不意味着Google赢了’不能超过官方网投结果中可能显示的前63个字符。它’s usually not a bad idea not to make your 标题s too long, but I do sometimes write longer 标题s if they are descriptive, and I feel they are appropriate.

    If you look around at just about everything 谷歌 may have written about 标题 elements, I’m not sure that you’会看到它们在任何地方都提供特定数量的字符(我’多年来已经完成了多次官方网投)。

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