【深圳SEO】深圳SEO-SEO优化教程-SEO教程自学网:306090669(QQ)
4008883171

【深圳SEO】 > 数据分析 >

如何看待google搜索引擎的变化

编辑:【深圳SEO】发布时间: 2017-12-15
如何看待google搜索引擎的变化? How has googlesrecent update to its SERP display impacted consumers, advertisers and Googles bottom line? Adobes Siddharth Shah looks at the data. Google最近的搜索结果页面展示方式的更新...
如何看待google搜索引擎的变化?Google于2016年2月所作出的最近一次改变,也是旨在表述这种张力。Google更新了搜索结果页面的展示方式,取消了原右侧的广告位,而将某些“商业性强”的关键词的头部自然排名之上的广告位增加到了四个(之前是三个)。这一更新仅适用于PC端的搜索结果。
How has google's recent update to its SERP display impacted consumers, advertisers and Google's bottom line? Adobe's Siddharth Shah looks at the data.Google最近的搜索结果页面展示方式的更新是如何影响用户、广告主和Google的底线的?来自Adobe公司的Siddharth Shah分析了一些数据。
Google is constantly maintaining a healthy tension in its search engine results page (SERP) real estate between more ad space and less ad space. More ad space means more opportunities for advertisers to
each out to their audiences, while less ad space allows for a cleaner, less cluttered user experience.

Google在搜索结果页面是多一些广告位还是少一些广告位这件事情上,一直保持着一种健康的张力。多一些的广告位,意味着广告主们有更多的机会接近他们的受众,而少一些的广告位则意味着更干净更整洁的用户体验。
The latest set of changes Google made, back in February 2016, aimed to address this tension. Google updated the SERP display by removing standard text ads from the right rail and increasing the number
of text ads above the organic results to four (up from the previous maximum of three) for certain “highly commercial” queries. This change only applied to the desktop SERPs.

Google于2016年2月所作出的最近一次改变,也是旨在表述这种张力。Google更新了搜索结果页面的展示方式,取消了原右侧的广告位,而将某些“商业性强”的关键词的头部自然排名之上的广告位增加到了四个(之前是三个)。这一更新仅适用于PC端的搜索结果。
Overall, how does the change impact the market?
总体上看,这一变化会对市场产生怎样的影响?
Advertisers     广告主
It appears that advertisers are spending the same amount of budget for the same volume of clicks. The top ad positions are costing a bit more — no surprise here.
看起来广告主们仍是就同样的点击量花费同样的预算。当然第一位的广告位的费用现在高了一些,这是不意外的。
For smaller advertisers who have relied on lower-volume, long-tail terms, the change will cause problems. It will cost them more to attain a top position, and they will see fewer impressions and clicks for the cheaper lower positions. Their overall volume will decline.
但是对于那些依赖于点击量低一点的长尾词的广告主来说,这一改变会给他们带来麻烦。想要维持好的排位,他们需要付出更高的代价;而那些便宜一点的位置对于用户的吸引力和点击量会降低。于是他们总的点击量会下降。
In general, the changes continue to push search marketing to a more complex and competitive environment. The ability to manage campaigns manually is becoming much more difficult — the need for machine learning aligned with granular data is becoming the standard (much like automated trading on the stock exchanges).
总的来说,这一改变将持续把搜索营销推向一个更为复杂和竟争性更强的市场环境中。人工管理广告组的难度将会加大,而对于机器学习与粒数据的结合的需求将会成为标准(类似于股票交易中的自动交易)。
Consumers      用户
The change is good: Less clutter and more relevant ads is a good thing. Advertisers will only pay for placements that produce results, which means consumers are getting value from the ads.
这一变化很好:更整洁和更相关的广告是一个好事情。广告主仅需要为有点击的结果付费,意味着用户从广告中是能获得价值的。
站内导航
 
QQ在线咨询
售前咨询热线
4008883171
售后咨询热线
13622373171