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、内容营销、体验和设计

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.

当然,还有很多其他方法可以为您的网站带来流量。付费媒体、社交帖子和展示广告等等。但是,如果做得好,SEO可以为原生增长提供重要且具有成本效益的策略。事实上,网络分析公司Parse.ly 的最新研究表明,谷歌搜索占去年网络发布商外部推荐流量的一半左右。

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.

这就是为什么我们制定了一个有凝聚力的网站搜索引擎优化策略,无论引入什么新的变化,我们都可以依赖它 – 并且任何拥有网站的人都可以学习。

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.

这听起来很简单,但专注于小的地方,增量更改网站的整体搜索引擎优化策略确实可以产生随时间而显着的收益。例如在Google My Business网站,看到了原生流量近2倍的增加,一部分原因是因为团队实施了一系列的网络基本最佳实践,如显示的搜索引擎是什么网址索引通过实施整合

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

在对Google My Business进行SEO改进后,原生流量会增加


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.不要害怕改变 – 拥抱它们

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.

这些变化可能很容易让人不知所措,但在内部我们发现我们越接受它们并尝试它们,我们的搜索引擎优化结果就越好。例如,去年我们专注于修复Google Search Console错误,实施结构化数据以及向Think with Google网站添加AMP。在我们针对多个网址修复了一个常见的AMP错误后,这些展示次数增加了200%。我们还发现,整体上改善我们的内容可能会导致我们更频繁地选择特色摘要,这导致每天额外增加1,000次展示。

New search features appearing for Think with Google after SEO improvements



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%.2

例如,在该网站审核之后,我们决定彻底检查Google Retail的营销网站。清理六个旧网站,整合内容,并将精力集中在一个伟大的网站上,使网站的号召性用户点击率提高了一倍,原生流量增加了64%。2


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


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