The site ahead contains harmful programs

使用Chrome浏览器打开很多网站时会出现这一报错,比如以下是在使用百度网盘进行下载时出现的报错:

The site ahead contains harmful programs

The site ahead contains harmful programs

Attackers on 61.147.108.81 might attempt to trick you into installing programs that harm your browsing experience (for example, by changing your homepage or showing extra ads on sites you visit).

如果不希望出现这一阻止操作,可打开Chrome的Settings>Show advanced settings…

然后在Privacy版块中去除Protect you and your device from dangerous sites前的勾选即可。

Protect you and your device from dangerous sites

Gmail的Related Google+ Page功能

Gmail的Related Google+ Page功能

不知大家有没有注意到在Gmail中查看邮件有时会出现如上图所示的版块?这里提示Follow品牌的Google+ 页面,是不是一种很好的推广方式呢?

要实现这一功能,只需如下几步:

  • 创建一个Google+页面,参见https://support.google.com/business/answer/4570248
  • 连接Google+页面和您的网站,参见https://support.google.com/business/answer/4569085
  • 用于发送邮件的域名需要和所连接的网站域名相同,比如验证的是http://www.example.com则需使用@example.com的邮箱。如果使用的是验证域名的子域名Google也会自动为您进行匹配,比如@xyz.example.com邮箱。
  • email域名配置中必须添加DKIM和SPF Record,这一要求主要为避免有人恶意以您的名义发送垃圾邮件
  • 验证域名每周需发送1000封以上的邮件方可

 

一旦达到上述要求,您的客户在Gmail中阅读您所发送的邮件时就会在右侧出现您Google+的页面信息。而Follow按钮的出现还要求

  • 接收客户的Gmail注册过Google+账号
  • 您的Google+页面近期发布过内容

Google新增Accelerated Mobile Pages

Google不断地在手机浏览友好方面做着尝试,目前可以在移动端通过http://g.co/ampdemo页面来感受下这一变化。

在该页面中输入world news等关键词,搜索结果页面出现如下图这样的图文消息时一般说明使用了加速页面。点击结果,立即就可以浏览网页,完全感受不到加载所需的时间。

Google移动端加速

很多大型站点如BBC, Vox, The Verge, BuzzFeed, Washington Post, New York Times 和 Guardian均已加入了这一计划。Wordpress也迅速拥有了相关插件,可在github上进行下载:

WordPress插件:https://github.com/Automattic/amp-wp/

破解Google链接参数

破解Google显然不是件容易的事,Alan今天只想延续之前未完结的Google链接分析,通过对广告和自然搜索等链接的对比来一探究竟,逐步完善。

搜索结果链接,以wedding accessories为例

https://www.google.com/?gws_rd=ssl#q=wedding+accessories

q=wedding+accessories为关键词

num=100控制SERP一个页面结果显示的数量

start=30代表显示第四页

filter=0显示Google算法隐藏的与已显示页面相近页面

pws=0,pws为personalized web search的缩写,pws=0关闭个性化搜索结果的显示

as_qdr=d,到当前指定时间内的结果y为year, m为month, w为week, d为day, h为hour, n为minute, s为second,如n5代表5分钟

as_rights=cc_publicdomain,指定结果为可复用内容,有cc_publicdomain公共域名, cc_attribute注明出处可复用, cc_sharealike在遵循Creative Commons认证的情况下重新编辑内容,cc_nonderived不允许篡改内容, cc_noncommercial不得用于商业用途,可作用管道符号|添加多项

safe=off,关闭安全搜索过滤,值有off和active两种

http://google.com/search?q=cache:www.amazon.com&strip=1,缓存页中不显示图片和JS等

imgtype=face,用于Google Image,可用值有face, photo, clipart, lineart和news

注:以上分析参考了Search Engine Land

SERP中转页面

所有广告类型均为/aclk?,自然搜索/url?

sa=l,测试小写l为Google Shopping(无论在上方还是右侧边栏), 右侧边栏广告,上方文字广告为大写L,自然搜索中的参数为t

esrc=s,Google https中出现(自然排名),与q=同时出现

ved=0CDIQFjAA,自然搜索解释见下图(转自MOZ),结论一:第二个A处按排名1到10分别为A到J;第二页AA后面会加一个OAo,第三页OBQ,第四页OB4,第五页OCg,第六页ODI,第七页ODw,第八页OEY,第九页OFA,第十页OFo,第十一页OGQ,第十二页OG4,第十三页OHg,第十四页OIIB,第十五页OIwB,第十六页OJYB,第十七页OKAB,第十八页OKoB,第十九页OLQB,第二十页OL4B,结论二:可以看到每九页有一个oQ4gIwYA的循环;结论三:从第二页开始每七页字母不重复(即字母E,M未在连续两页中出现),结论一很容易明白,结论二结论三现在还看不出什么实际意义

注:在页面出现image, news特殊结果后,下面的搜索结果在下图中间三位字母处会出现BEBY, BENU字样,所以看排名和第几页要结全ved=和cd=

rct=j,在所有情况下都会出现

q=,在之前对SEO非常有意义,现在只在客户使用http非加密协议访问Google时才会有值,即为搜索关键字,大多数情况下都为空,也就是我们看到的臭名昭著的Not Provided

cd=1,在搜索结果中排第几位,

ei=,ei之后的参数同一结果会随着每次刷新而改变,

usg=,usg后面的参数可能起到验证作用,比http://www.google.com/url?sa=t&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FWikipedia&usg=AFQjCNHek5Cm1mkLwO0oS69iEDSPhGM3CQ当前可以直接跳转到维基百科的首页,但是去掉会修改usg参数,则无法正常跳转到该页面(其中的sa=t也需要保留)

sig2=,仅在登录Google时才出现

ctype=5

ai=,这可能是最难以破解的参数了

sqi=2

source=web,这个比较明显,值还有newssearch

adurl=,广告渠道目标URL

url=,自然搜索目录URL

cad=rja

bvm=

9 Things You Need to Know About Google’s Mobile-Friendly Update

Rumors are flying about Google’s upcoming mobile-friendly update, and bits of reliable information have come from several sources. My colleague Emily Grossman and I wanted to cut through the noise and bring online marketers a clearer picture of what’s in store later this month. In this post, you’ll find our answers to nine key questions about the update.

1. What changes is Google making to its algorithm on April 21st?

Answer: Recently, Google has been rolling out lots of changes to apps, Google Play, the presentation of mobile SERPS, and some of the more advanced development guidelines that impact mobile; we believe that many of these are in preparation for the 4/21 update. Google has been downplaying some of these changes, and we have no exclusive advanced knowledge about anything that Google will announce on 4/21, but based on what we have seen and heard recently, here is our best guess of what is coming in the future (on 4/21 or soon thereafter):

We believe Google will launch a new mobile crawler (probably with an Android user-agent) that can do a better job of crawling single-page web apps, Android apps, and maybe even Deep Links in iOS apps. The new Mobile-Friendly guidelines that launched last month focus on exposing JS and CSS because Android apps are built in Java, and single-page web apps rely heavily on JavaScript for their fluid, app-like experience.

Some example sites that use Responsive Design well in a single-page app architecture are:

  • Hulu.com,
  • Refinery29.com,
  • Facebook’s news feed,
  • Techcrunch.com,
  • The Google Play Store,
  • Pinterest.com, and of course
  • http://scrollsample.appspot.com/items from John Muller of Google.

Also, according to Rob Ousbey of Distilled, Google has been testing this kind of architecture on Blogspot.com (a Google property).

Google has also recently been pushing for more feeds from Trusted Partners, which are a key component of both mobile apps and single-page web apps since Phantom JS and Prerender IO (and similar technologies) together essentially generate crawlable feeds for indexing single-page web apps. We think this increased focus on JS, CSS, and feeds is also the reason why Google needs the additional mobile index that Gary Illyes mentioned in his “Meet the Search Engines” interview at SMX West a couple weeks ago, and why suddenly Google has been talking about apps as “first class citizens,” as called out by Mariya Moeva in the title of her SMX West presentation.

A new mobile-only index to go with the new crawler also makes sense because Google wants to index and rank both app content and deep links to screens in apps, but it does not necessarily want to figure them into the desktop algorithm or slow it down with content that should never rank in a desktop search. We also think that the recent increased focus on deep links and the announcement from Google about Google Play’s new automated and manual review process are related. This announcement indicates, almost definitively, that Google has built a crawler that is capable of crawling Android apps. We believe that this new crawler will also be able to index more than one content rendering (web page or app screen data-set) to one URL/URI and it will probably will focus more on feeds, schema and sitemaps for its own efficiency. Most of the native apps that would benefit from deep linking are driven by data feeds, and crawling the feeds instead of the apps would give Google the ability to understand the app content, especially for iOS apps, (which they are still not likely able to crawl), without having to crawl the app code. Then, it can crawl the deep-linked web content to validate the app content.

FYI: Garry Illyes mentioned that Google is retiring their old AJAX indexing instructions, but did not say how they would be replaced, except to specify in a Google+ post that Google would not click links to get more content. Instead, they would need an OnLoad event to trigger further crawling. These webmaster instructions for making AJAX crawlable were often relied on as a way to make single-page web apps crawlable, and we think that feeds will play a role here, too, as part of the replacement. Relying more heavily on feeds also makes it easier for Google to scrape data directly into SERPS, which they have been doing more and more. (See the appendix of this slide deck, starting on slide 30, for lots of mobile examples of this change in play already.) This probably will include the ability to scrape forms directly into a SERP, à la the form markup for auto-complete that Google just announced.

We are also inclined to believe that the use of the new “Mobile-Friendly” designation in mobile SERPS may be temporary, as long as SEOs and webmasters feel incentivized to make their CSS and JavaScript crawlable, and get into the new mobile index. “Mobile-Friendly” in the SERP is a bit clunky, and takes up a lot of space, so Google may decide switch to something else, like the “slow” tag shown to the right, originally spotted in testing by Barry Schwartz. In fact, showing the “Slow” tag might make sense later in the game, after most webmasters have made the updates, and Google instead needs to create a more serious and impactful negative incentive for the stragglers. (This is Barry’s image; we have not actually seen this one yet).

In terms of the Mobile-Friendly announcement, it is surprising that Google has not focused more on mobile page speed, minimizing redirects and avoiding mobile-only errors—their historical focus for mobile SEO. This could be because page speed does not matter as much in the evaluation of content if Google is getting most of its crawl information from feeds. Our guess is that things like page speed and load time will rebound in focus after 4/21. We also think mobile UX indicators that are currently showing at the bottom of the Google PageSpeed tool (at the bottom of the “mobile” tab) will play into the new mobile algorithm—we have actually witnessed Google testing their inclusion in the Mobile-Friendly tool already, as shown below, and of course, they were recently added to everyone’s Webmaster Tools reports. It is possible that the current focus on CSS and JavaScript is to ensure that as many pages are in the new index as possible at launch.

2. If my site is not mobile-friendly, will this impact my desktop rankings as well?

Answer: On a panel at SMX Munich (2 weeks after SMX West) Zineb from Google answered ‘no’ without hesitation. We took this as another indication that the new index is related to a new crawler and/or a major change to the infrastructure they are using to parse, index, and evaluate mobile search results but not desktop results. That said, you should probably take some time soon to make sure that your site works—at least in a passable way—on mobile devices, just in case there are eventual desktop repercussions (and because this is a user experience best practice that can lead to other improvements that are still desktop ranking factors, such as decreasing your bounce rate).

3. How much will mobile rankings be impacted?

Answer: On the same panel at SMX Munich (mentioned above), Zineb said that this 4/21 change will be bigger than the Panda and Penguin updates. Again, we think this fits well with an infrastructure change. It is unclear if all mobile devices will be impacted in the change or not. The change might be more impactful for Android devices or might impact Android and iOS devices equally—though currently we are seeing significant differences between iOS and Android for some types of search results, with more significant changes happening on Android than on iOS.

Deep linking is a key distinction between mobile SERPs on the Android OS and SERPs on iOS (currently, SERPs only display Android app deep links, and only on Android devices). But there is reason to believe this gap will be closing. For example, in his recent Moz post and in his presentation at SMX West, Justin Briggs mentioned that a few sample iOS deep links were validating in Google’s deep link tool. This may indicate that iOS apps with deep links will be easier to surface in the new framework, but it is still possible that won’t make it into the 4/21 update. It is also unclear whether or not Google will maintain its stance on tablets being more like desktop experiences than they are like mobile devices, and what exactly Google is considering “mobile.” What we can say here, though, is that Android tablets DO appear to be including the App Pack results, so we think they will change their stance here, and start to classify tablets as mobile on 4/21.

Emails are also increasingly impacting SERPs—particularly mobile SERPs), since mobile email opens have grown by 180% in three years, and Google is trying to take advantage of this increased engagement on mobile devices. As of now, schema can be included in emails to drive notifications in the Google Now app, and also to let Google surface marked-up emails in a browser-based search. This all happens by virtue of Google crawling all emails that come into your Gmail account, and indexing them to your user-profile so that they are accessible and able to rank like this across all of your devices (even if you aren’t currently logged into your Gmail account on your phone). Optimizing emails for mobile search is also becoming more important, and in the 4/21 update Google could do more to push the use of Schema markup in emails to drive personalized search results like the one shown to the right.

Inclusions like this mean that even if you are able to maintain your keyword rankings in mobile search after April 21, you may not necessarily be able to sustain your mobile traffic.

4. What about sites that redirect to a mobile subdomain? Will they be considered mobile-friendly?

Answer: This is an interesting question, because immediately after the roll-out of the Mobile-Friendly tagging, we actually saw significantly more mDot (‘m.’) websites ranking well in the mobile SERPS. It’s almost like they counted the mobile subdomain as a Mobile-Friendly signal, but started the algorithm fresh, with no historical data to indicate which other sites had fewer obvious signals of mobility, like a responsive design, or an adaptive or dynamically served mobile site. It is also interesting to note that many of the Google representatives seem to have recently backed off of their strong insistence on responsive design. They still say that it is the least error-prone, and easiest to crawl and index, but they also now seem to be more willing to acknowledge the other viable mobile site architectures.

5. How do I know if my site meets Google’s requirements for mobile friendliness?

Answer: Google has created a Mobile-Friendliness tool that will give you a ‘yes’ or ‘no’ answer on a per-url basis. Pages are evaluated individually, so another quick way to get a sense for how your top pages perform is to do a “site:” query for the domain in question on your phone. That will allow you to see all the pages indexed to the domain, and evaluate which ones are considered Mobile-Friendly and which are not, without having to submit them to the tool one at a time.

Google has been clear that Mobile-Friendly test results are binary, meaning that your page is either Mobile-Friendly or it is not. There is no 50% or 70% Mobile-Friendly result possible—no middle ground. They have also taken care to specify that Google’s Mobile-Friendly evaluations are somewhat instant, implying that there is no proving-time or “sandbox” associated with the tag, but this could be somewhat misleading. There may be no intentional time-delay before a page is awarded the Mobile-Friendly notation, but it will only change after a crawl of the site indicates that the page is now Mobile-Friendly, so it is close to instantaneous if the pages are getting crawled on a very regular basis.

We have found that the tool result does not necessarily match up with what we are seeing on our phones. We have occasionally also noticed that sometimes two pages in the same page template will perform differently, even though the content that changes between the template is primarily text. Both of these variations could simply be an indication of real-time delay between the tool and the crawler—the tool does an ad-hoc check on the URL to assess mobile-friendliness, but if the bot has not been by the site to evaluate its mobile friendliness recently, then the page in question would not yet have the Mobile-Friendly designation in the SERP. With this in mind, remember that when you are updating a page, and pushing it live for testing, you must use the tool to see if the update has been successful, until the site is re-crawled. This also means that once you see success in the tool, the best way to get the Mobile-Friendly designation to show up in the results faster might just be to push a sitemap in Webmaster tools, and try to trigger a fresh crawl.

6. How does having a mobile app impact my mobile rankings?

Answer: There are two things to consider here. First, if a mobile search query is highly correlated with mobile app listings (the app “download pages” in the Google Play and iOS App Stores), your app could see significantly more visibility within mobile search results pages. This is because Google has started treating apps as a new kind of universal search result, returning an “App Pack” of Google Play results for certain searches on Android devices (shown at the right), and adding an Apps drop-down to the main nav-bar on iOS devices (not shown).

An “App Pack” is a group of related apps that rank together for a given query, shown together in a box separate from the inline organic search results. It has different formatting and an “Apps” header. These often float to the top of a mobile search result, pushing the second or sometimes even the first organic result below the fold. This is also discussed in Justin Briggs’ article about apps. Currently, there is a high correlation between Google Play “App Pack” rankings and exact-match keywords in the app title. Google also seems to be evaluating app quality here and tries to serve only higher-than-average rated apps in the App Pack (this generally tends to be around a 3.5 – 4 star minimum for common keyword phrases).

If Google starts to serve these App Packs on iOS device searches as well, all apps that have keyword-optimized titles and have high-quality ratings and reviews could jump up to the top of the mobile web SERPs, increasing their visability and likely downloads. Conversely, mobile websites that currently enjoy an above-the-fold #1 or #2 organic ranking may get pushed below the fold in mobile SERPs, especially for queries that are highly correlated with mobile app results. This could cause a negative impact on mobile website visibility (without necessarily changing standard numeric rankings), in cases where a query returns a mobile App Pack—regardless of whether or not an app within that pack is yours.

Second, Mariya Moeva (Google Webmaster Trends Analyst) recently announced at SMX West that Google will be considering “high quality” apps to be a positive ranking factor in mobile search. We took this to mean that Deep Links between your website and your app will improve your website rankings in mobile search. Deep Links are different from app store listings in the App Store or Google Play, because they link directly to a specific screen within your app experience. They look just like regular links in the mobile search result, but when you click them, you are given the option of opening the link in on the web or in the app.

Currently, if you add Deep Links to your Android mobile app and associate your app URIs with corresponding (content-matching) webpages, Google will recognize the connection between your app content and your web content (and allow users who have your app installed to access your content directly in the mobile app). As it is now, the only way for Deep Links to your app contents to appear in search results is:

  • For app screens to have a 1-1 content parity with webpages
  • For those screens to have proper Deep Link coding that associates them with the corresponding pages on the website, AND
  • For your app to be installed on the searcher’s device. If the app is not installed or there is no corresponding web content, the links in the SERP will just behave as normal, web links.

Mariya didn’t state exactly how Google will be evaluating the quality of apps, but we can guess that Google will be considering signals like star ratings, reviews, and +1s. And if what we assume about the 4/21 update proves to be true, it is possible that app URIs without corresponding Deep Linked web content may rank independently in a mobile SERP from information that Google aquired via app feeds. In this case, “app quality” could be a positive mobile ranking signal for its own URIs/ screens, and not just the website it is associated with. This would be a great boon for app descovery.

7. Do I need an app, and if so, should it be Android, iOS or both? What if I have a limited budget?

Answer: If you have the budget to develop both a mobile app and a mobile website, there can be significant value to maintaining both, particularly if you leverage the mobile app as a “value add” for your customers and not just a website duplicate (though enabling some functionality duplication is necessary for deep linking). If you have a limited budget, you will have to make a choice, but it is important to consider this a business choice and not primarily an SEO choice. Your business might be well served by a mobile website or might be better served by a mobile app with only a promotional mobile web landing page meant to send web traffic to app stores (ex. Tinder). In general, most businesses can be extremely well served by a mobile website and should focus their budget on making that experience great across many devices. We only recommend going “app-first” if you are trying to offer an experience that cannot be delivered well on a mobile website. Experiences that offer a valuable offline utilities (think photo-editing apps), or take advantage of heavy computing (like gaming apps) or rely on non-web input elements such as device accelerometers or GPS, are often better suited for an app.

Apps are generally riskier because they require more up-front investment, and have to be tightly in sync with app store guidelines and approval processes that you have no control over. There are a lot of barriers to entry; just building and maintaining an experience can cost an average of $100k per platform, so it’s important that you know this is the right experience for your customers before you choose this path.

If you decide that an app experience is the best choice for your business (or you have budgeted an app in addition to your mobile web experience), you can use the operating system data in Google Analytics to help you determine which Operating System is more popular among your users. If you don’t have this data because you don’t have a website yet or you have too limited a mobile audience to determine a trend, you should choose the platform that best matches with your monetization strategies. iOS users tend to spend more money than their Android counterparts, but there are more total Android users around the world than iOS users. The implication is that if you plan to monetize your app with user transactions like In App Purchases (IAPs) or Subscriptions, iOS may be the way to start, but if you plan to monetize your app with advertisements, Android could be just as lucrative, if not more so. If Android app discovery is made easier with the 4/21 update but iOS app discovery is not, that could also factor into the decision process.

8. How is mobile traffic impacted by the user search query? Is there a way I can find out if my top keywords are mostly desktop or mobile keywords?

Answer: Search queries actually matter more and more for mobile, because Google is trying to do a much better job of anticipating and embracing a user’s intent from the query. This means that often, Google is presenting the information a searcher requests directly in the search result above the organic rankings. SEOs are used to this for local-mobile searches, but it is now happening for all kinds of searches, so it can steal traffic that would otherwise go to the site and can skew success metrics.

Google has expanded the types of information that they scrape and pull from a site directly into an answer box, especially in mobile. They have also increased and diversified the number of aggregator-style “Sponsored” results that show up in mobile—especially on Android. The top mobile search result for most flight, hotel, music, and TV show queries are now specially designed, sponsored, aggregated results that push the old organic results below the fold. Whenever you see a little grey ‘i’ in the upper right hand corner of a mobile search result – especially a specially formatted list of results that Google has aggregated for you, that means that Google is probably getting a small portion of any related transaction, even if it is just the website paying for the click. Simple blue-link search results may soon be a thing of the past—especially above the fold.

Even regular, non-aggregator-style PPC results are taking up more room and looking more compelling with click-to-call, star ratings, app icons, links for directions and ad extensions, so these may be more of a threat for SEO moving forward (shown on the right). There is a long list of examples that we shared in the Appendix of Cindy’s SMX Munich deck about the Future of Mobile SEO. With all the scraping, PPC may be the only way to out-rank Google and get above the fold for some queries in the mobile SERP.

If you have not seen Dr. Pete’s presentation from SMX West this year about the Changing of Google SERPS, you really must! It addresses this question in the desktop format, but I think the crux of what he is saying is even truer in mobile. This Dr. Pete quote from a related interview is very telling:

“Google is essentially competing against us with our own information, and I think that’s a turning point in the relationship between Google and webmasters.” -Dr. Pete

In terms of which keywords are more mobile-oriented than desktop-oriented, this can be a difficult question. You can get some basic information from Webmaster Tools by filtering the keyword information to show mobile only queries, and you can do something similar in Google Analytics. Beyond that, there are some more sophisticated solutions, like those from Search Metrics and Brightedge, but those are often out of reach for smaller operations.

9. What is Google’s goal with all of these mobile-friendly changes?

There are obviously a lot of goals in the mix here, but we do believe that Google is making these changes primarily to provide a better mobile experience for searchers, and give people exactly what they want. That said though, they are also in it to make money. Being able to easily surface apps in a search result will help them drive more and better app development for Google Play and monetize their other content like TV shows, books, magazines, movies, and music—all of which have been threatened recently by competitors like Hulu, Amazon, and of course iOS App Store and iTunes.

Google has been encouraging publishers to include transcripts with videos and song lyrics with songs. In the long run, those will help Google scrape and show those things in answer boxes, as shown at the right, but eventually they will probably also surface their own version of the content from Google Play, with links just below the answer box, so that you can watch the video or download the song directly to your phone on Google Play. When you think about Google’s intentions on this front, and try to envision the future, it is important to note that Google is actually already offering Google Play for iOS, which currently just provides the Google Music cloud-storage and a music subscription model. We expect this to expand as well, so that Google can expand their level of competitiveness here too.

SEO-Google全新质量评级指南

Google又重写修改了质量评级指南(Quality Ratings Guideline),该指南为工作人员在对Google收录网站进行评级所使用。完整版可在http://www.scribd.com/doc/217994742/General-Guidelines-1上下载(收费,因是泄漏出来的版本,可能会被删除),共160页,本次进行了较大的修改,而不是单纯的修定版。SEO人员可仔细阅读,方便了解Google对于SERP页面排名所采取的一些原则。本指南为第五版,今天3月才刚刚发布,总体看来Google对于知识图谱(knowledge graph)、权威性(authority)以及页面广告几方面较为关注。

Google对于具有高专业水准(expertise)、权威性(authoritativeness)和可信任度(trustworthiness)都较为重视,其实Google一直都将算法向这方面侧重,站长们应当也见怪不怪了。

E-A-T

在新指南中Google通过缩写E-A-T来对前面所提到的网站(高专业水准(expertise)、权威性(authoritativeness)和可信任度(trustworthiness))来进行进一步的强调。也就是说一个缺乏expertise, authoritativeness和trustworthiness的网站在交到评级工作人员的手上后会给于一个很低的评分,对于站长们来说需要在E-A-T进行侧重来避免获得一个较低的评分。

Google还提醒评级人员注意包含用户生成内容(文章和信息)的论坛和其它站点,因为通常这类站点并不具备较高的可信任度,并缺乏E-A-T。当然也很多由专业人士提交内容的论坛,Google建议评级人员参考作者的经验和专业知识对页面来进行评级。

何为专家呢?

在新的E-A-T体系中,Google认为有多种多样的专家,这取决于话题所涉及的领域,每个领域都有各自的方法来确定专业技能。 评级人员应考虑日常专业技能,即便是在 “Your Money or Your Life” (YMYL)这样的领域。比如论坛中有些人并非医生,但根据日常生活总结出了一些治愈某些疾病的经验,那么这些人也是这个话题的专家。
对于SEO人员而言,加强写作人员的专业技能和权威性将至关重要,你需要让访客们信任你的网站,这一点Google已经明确指出了。

知识图谱

指南中有很在部分在讲有关知识图谱的内容,并且为了表明Google将继续推进knowledge graphs,要求评级人员花较多的时间来对知识图谱进行评级。之前的版本提到过Title Link Result Blocks (TLRB)和No Title Link Result Blocks (NTRB),TLRB会在图谱的上部显示可点击的标题链接,而NTRB则不会。

Vital versus non-Vital Knowledge Graphs

Google还要求评级人员对于在TLRB落脚页上提供的所需信息进行一个Vital评级,这表明即便Google在知识图谱上投入了大量的精力和资源但现在它还不成气候。

Many Ads = Low Quality

虽然Google的页面布局算法更倾向于不给于广告泛滥的页面较高的排名,之前版本的指南并没有明确告诉评级人员不给于包含广告页面较高的权重,明显spam的页面除外。现在指南中已明确让评级人员评测页面中广告是否过多。Google还特别地提到上部都是广告需要滚动页面才能看到内容的页面,因为访客会认为这种页面并没有任何内容,将广告做成导航链接或次级内容的样子也会获得较低评级。
不过,这看起来和AdSense要求pulisher做的有些冲突,虽然AdSense并没有要求站长把内容做成占领整个页面这么夸张,但总会提醒publisher添加更多的广告版块或是换成更大的版块。同时指南也有讲到如果评级人员觉得网站在设计上故意诱导用户点击广告,inline ads或下载链接的话可以给予最低评级。

附属内容

之前质量评级人员的指南主要注重页面的主体内容,仅仅简单地提到了附属内容,新版本中则对附属内容以及附属内容类型进行了强调。那种只为附属内容添加一个导航就可获取高质量页面的日子已经一去不返了。大多数人会认为二级内容会是导航或者footer,Google现在要求评级人员查看其它类型的二级内容(secondary content),尤其强调内容要与网站内容相关。

内容的质量更为重要,此前Google仅从两个方面明确了附属内容:页面推荐的附属视频以及作为食谱站点重要特性的打印、评论及营养信息。现在Google希望看到更多各类的附属内容,并更为强调这部分,可作为给予High或Very High评级的依据。Google认为有价值的附属内容还包括在购物网站展示相似工艺或模型的产品。Google给予质量评分者确定二级内容的准则是:页面上主体内容和广告以外的内容,Google认为它总体上对于用户体验很重要。
Google也提到有时一些不包含二级内容的网页也会得到一个不低的评级,比如社区或本地站点,同样对于PDF或图片也是不需要有二级内容的。基本上如果您的网站不包含二级内容的话,应考虑进行添加,因为很明显这是Google希望看到的。

负面附属内容

Google强调了页面布局算法将主要针对包含陷阱广告位以及充斥着广告的页面,现在Google认为任何包含负面附属内容的站点和页面都应给于低评级。主要是那些将广告位伪装成正常内容而非广告诱使访客点击到广告的页面。
指南中还特别提到那种将广告放在头部“Top Posts”等处的情况,这其实有悖于Google Adsense条款,因为仍将被AdSense和其它广告系统所使用。

总的来说,包含对用户无益或分散用户注意力内容的页面都会获得低评级。

糟糕的页面设计

Google提到广告商总会想从每个页面获取最大的利润,因而会添加弹窗广告、少量内容大量广告的页面以及在导航添加文本广告等。
Google还说到许多广告商在网站上使用的一种技巧,即在页面内容中间穿插多条广告,如内容-广告-内容-广告-内容这样的形式。很多报刊网站都会采取这种广告形式,如果这将在算法中体现的话,应该会影响到很多报刊类网丫。
如果您在内容中添加广告的话,建议只添加一条广告,因为Google觉得认访客一会儿看到内容一会儿看到广告不太和谐。另外站长们也应考虑导航中的链接是否有广告。

购物站点

Google之前有一系列的功能清单供评级人员来判断一个站点是否是真实的商家网站,比如一些正规商家并不提供Wish List功能或用户论坛等等,但是很多SEO人员会根据指南要求在网站上添加清单上的功能。而在新指南中,已经将这部分内容去除,现在Google则要求评级人员查看联系信息、退换货政策等内容。这一修改对于小商家来说比较有利,因为他们通常会由于预算、技术等原因未包含清单上所列明的功能。

对论坛和问答网站进行评级

Google希望评级人员不仅仅评定站点本身的专业性,还考虑参与帖子讨论的是哪些人。同时还有新否创建了更多的新帖,参与人数,讨论有多深入。
很多人认为问答(Q&A)网站多包含一些垃圾内容,但总有一个好的问答网站,所以Google提醒评级人员不要看到问答网站就给低评级。

没有提供答案的Q&A页面

我们都会碰到一些问题提了很久尚无人回答的问答页面,或者有些需要付费才能看到答案,Google认为这种页面应给予低评级。之前的版本中也提到了这一点,但删除了给予没提供有益答案的问答页面低评级的描述,或许Google认为未提供到帮助的回答本身就是不好的而无须详述。

行内广告(Inline Advertising)

如果您是使用行内广告的少数派的话,可能需要进入倒计时了,Google认为这种广告会分散读者的注意力使得阅读页面内容变得困难,进而导致较差的用户体验。行内广告是指种具有双下划线的链接,当鼠标悬浮在链接上时会弹出广告,这种广告已经在很多年之前就过时了,现在附了在垃圾页面上很少能看到这种广告。

广告联盟(Affiliates)

很有意思的是在新指南并不再提”thin” affiliate。此前Google警告说这种”薄”广告联盟质量不高,并明确评级人员该如何判断一个网站是否为广告联盟站点。
这是否意味着Google已自信现在可以对affiliate站点给予相应排名而不会让”thin” affiliate站点排名较高?似乎并非如此,尤其在一些竞争领域。Panda算法中已对affiliate排名进行了关注,至少对于那些SEO不够好网站如些。可能Google觉得垃圾affiliate站点排名已是过去时,因为不管是否广告联盟站点只要质量不合格都会给予较低评级,或者只满足相应条件并高于平均站点水平的话Google也会给予这些广告联盟站点不错的排名。

声誉调查

网站声誉(reputation)在版本指南作了进一步的强调,很明显Google较以前更为看重一个网站的声誉。当然,站长们也应当考虑声誉将会在搜索算法中得到强化,很明显Google希望评级人员着重考虑这一点,虽然Google之前表示评级人员本身不会影响搜索结果,我们却经常看到指南中的变化都会对排名产生较大影响。
不过Google补充了小商家,本地商家或社区组织相对于口口相传在网上展现较少,可能不具备什么声誉,但Google会去看一些大型企业或组织的声誉信息。最重要的,Google强调一个具有负面声誉的站点不应给予高排名。
Google还让评级人员对有明显来自网站自身的欺骗或行为的页面应给予最低评级。把声誉摆在质量评级的一个重要位置可能预示着来自可靠渠道的声誉信息将被加入算法,或者我们会看到专门对于具有负面声誉站点的惩罚。

Spam和Cloaking

另一个让人奇怪的是所有关于spam的内容在新指南中都被省去了,以前有专门的版块来描述spam以及如何检查spam。但是在新的指南中,唯一有关spam的描述是有关具有大量垃圾评论的网站和论坛。
之前还包含一整个说明什么什么是cloaking以及评级人员该如何确定一个站点是否为cloaking的版块。但在新指南这块也被删除了。

Distracting Content

另外在有关低质内容的例子中删去了“other distracting content”的相关表述,唯一的原因可能是Google认其它类型的干扰内容应被视为二级内容,关于二级内容明确指出带有干扰信息(尤其是作为广告的二级内容)的页面应给予较低排名。

低质内容无法接受

之前指南中提到除非没有其它更高质的页面否则低质页面不能被接受,新版本不再有这一提法。是否Google认为对于所有低质页面都至少有一个更高质的页面?或许是这样,因为网络内容仍在不停增长。很明显Google不希望因为没有更高质量的内容而给低质页面高排名,这会使将算法基于评级人员和页面的工程师们产生迷惑。

缺乏目的性

Google现在将所有无意的文字和自动生成的页面看作是缺乏目的性,并将给予最低排名。

隐藏文本

Google此前要求评级人员调查页面右侧或底部空白区,看看是否无顾出现在那里,并使用Ctrl+A进行全选,关闭CSS和Javascript等方法来查看是否存在隐藏文本。但新的指南并未要求评级人员进行这一检查,可能是Google认为可以通过算法捕捉到这一情况。
>h2>关于我们和联系信息

之前Google强调在YMYL区域的页面需要有一个About US页面,联系信息或客服信息,以及网站的维护和更新人员信息。现在Google要求评级人员在所有网站上至少要找到其中的一部分信息。
如果您的网站是一个信息类网站,并没有包含上述的这些页面,应考虑添加这些页面。Google也说到一些非YMYL页面只需有简单的email地址便可获得较高甚至最重评级,这预示着Google可能会在算法中会据此来判断一个高质量网站。

Google”深度文章“测试

Moz(前SEOmoz)市场研究员皮特.梅耶博士向Searchengineland透露,Google在搜索结果页面中正进行一个测试。测试的内容是是在对本地词的搜索结果中显示”深度文章“(In-depth articles,对某一话题的深度解析,旨在为用户提供更详细的信息)。

从下面的截屏中,皮特在搜索[墨西哥餐厅]是触发了如下的结果。本地结果和地图出现在了搜索结果中,同时也出现了里森,纽约时报,华尔街日报对餐厅的评价文章。

下面是截屏内容:

谷歌深度文章测试

Searchengineland在联系Google后其发言人证实了上述的说法。

Google总是在不断地测试算法、搜索结果和用户界面等等。所以这个测试不会让任何人感到意外,我们今后还将看到更多的此类测试。

Google仍从非法药物广告中获益

美国国家司法联盟(National Association of Attorneys General (NAAG))指责Google仍在搜索结果中向消费用户提供非法、假冒产品(包括毒品)显示结果,而且还允许经营此类产品的网站在Google上做广告。
NAAG要求Google的创始人之一拉里.佩奇出席6月17至19日在波士顿举行的司法大会并讨论相关问题。

在美国国家司法联盟的官方网站上并未找到相关论述,但今日美国和密西西比商业日报都转载了司法联盟的上述论述,该论述出自司法联盟知识产权委员会的联合主席Jim Hood:

我们每次检测都发现谷歌的搜索引擎上可以轻松找到非法商法,包话经营非处方危险药品,各种假冒商品,侵权电影、音乐、软件和游戏的网站。这种行为意味着Google置消费者于危险的境地,并助长一些不当行为,而Google却冠冕堂皇的从中获利。

Google曾于2011年花费了5亿美金和司法部处理此类事件,当时司法部的调查发现,谷歌帮助和允许加拿大药业诈骗公司在违反美国法律的情况下在Google上进行广告推广。

密西西比商业日报文章称,知识产权委员会关心的不仅仅是违法药品和公司的广告,还有谷歌在将盗版内容驱逐出搜索引擎的所为与所不为。该委员会希望Google解释为什么他们愿意从搜索结果中彻底删除一部内容(如未成年色情片,德国纳粹的相关内容),却不删除其它的一些内容。 .

删除内容是可以完成的,但似乎谷歌不愿意删除那些未开方的处方药内容,以及盗版电影和歌曲的下载内容。

该知识产权委员会还想问Google,怎样并且将于何时屏蔽掉在输入类似”buy oxycodone”这类词时的自动推荐功能。 (Oxycodone中文为羟可酮,是一种具兴奋作用的止痛剂,属处方药,在网站买卖属非法行为。)

谷歌上购买羟可酮

Google的一位官方发言人当地时间下午就美国司法联盟的这一指责给出了如下回应:

我们非常重视用户的安全,并向司法总长Hood说明了Google是如何在抗击网上流通的非法和假冒药品上强化政策的。在过去的两年中,我们删除了300多万条非法药物广告,并定期删除那些被标记为违反YouTube政策的危险视频和非法内容。我们将继续致力于与像因特网安全药业中心这样的业内合作伙伴和组织合作处理此类事件。

但目前尚未得至Google是否会安排人员参加月底在波士顿举行的会议。.

Matt Cutts辟谣流程图

Matt Cutts是Google著名的软件工程师,反垃圾组的负责人。但实际上他还是非官方的关于Google谣传的澄清者。一旦有人发表了有关Google的不当言论,他就会站出来予以礼貌的澄清。Matt Cutts通常在何时作出响应呢?根据Search Engine Land过去几年的观察总结了下面的流程图:

Matt Cutts揭密流程图

此流程表的起源

这个流程图最早出现在两年前,也就是2011年5月31日。Danny Sullivan因与Matt Cutts开玩笑说会将后者辟谣的规律总结成一个提纲。当天Matt Cutts就揭穿了三个谣言,所以Danny很快就在不到一个小时的时间里制作了类似上面的流程图,只是原图是黑白版的而已。因这张图表越来越知名,所以Danny对原图进行了美化处理,看起来更为有趣些。

Google营养信息搜索

基于知识图谱技术,Google搜索正在整合有关1000多种水果、蔬菜、肉类和食谱的营养信息。用可通过输入apple(苹果)或carrot(胡萝卜)这样的单品,也可输入像burritos(墨西哥玉米煎饼)或chow mein(炒面)之类复杂的菜肴来获取相关营养信息。

谷歌营养信息搜索

根据Google宣称,谷歌声音搜索的用户将可以听到相关问题的回答,诸如 “How much protein is in a banana?”(香蕉中的蛋白质含量有多少?)或 “How many calories are in an avocado?”(鳄梨中含多少热量?)。除了听到答案外,还将在搜索结果中出现相关的营养信息,并可选择浏览其它相关食品以及装盘大小。

谷歌手机营养信息搜索1谷歌手机营养信息搜索2谷歌手机营养信息搜索3

谷歌的知识图谱(Knowledge Graph)能够让搜索引擎将相关食 品进行关联,即便同一食 品有多种名称通常也能办到。比如,搜索  “summer squash carbs”(西葫芦的碳水化合物) 也会在搜索结结果的下拉菜单中包含zucchini(绿皮密生西葫芦)的一些结果,因为zucchini也是西葫芦的一种。

新的营养信息英语版本在将有未来十天在美国上线,它将包含更多的功能,然后会逐步涵盖更多的食品并增加不同语言的版本。