Google的搜索引擎结果页面（SERP）上的快速入门

简而言之，SERP（代表搜索引擎结果页面）包含两种类型的内容：有机和付费结果。

In an effort to make the user search experience easier and more direct, Google created SERP features, on-page content that gives users answers to their queries without requiring them to click into an organic result. Although on-page SERP features are optimal for the user, they can make it harder for marketers to get noticed in organic search results, even when they're ranking #1.

搜索引擎今天比以往任何时候都更聪明。几年前，搜索“披萨”将导致餐厅网站，目录，评论网站（例如Yelp）以及有关波士顿顶级披萨店的博客文章的可预测混合。

Today, here’s what you get when you search “pizza”:

如您所见，SERP首先显示一张广告，附近的披萨餐厅的地图以及一张含有披萨的营养信息的Wikipedia的卡片。这些内容在页面上看起来比任何有机结果都更高，更突出，因此，有机排名第1的比萨小屋也隐藏在SERP功能下方。

作为营销人员，必须了解新的SERP功能至关重要。有机排名第一的排名不如以前的可见性，因此，营销人员必须充分利用Google SERP工具来了解他们如何排名更高。

有这样的营销笑话是这样的：“隐藏尸体的最佳地点是哪里？Google的第二页。”如今，隐藏尸体的好地方实际上是这些SERP功能以下的任何地方。这是您可以跟上的方式。

富裕片段：

A rich snippet contains more information than a normal snippet does, including pictures, reviews, or customer ratings. You can recognize a rich snippet as any organic search result that provides more information than the title of the page, the URL, and the metadescription. Site operators can add structured data markup to their HTML to help search engines understand their website and optimize for a rich snippet. The Starbucks app, for example, includes customer ratings and pricing within the search description.

付费结果：

付费结果是出现在SERP最高顶部的广告和赞助帖子。如下所示，通过提供赞助或广告标签，通过提供赞助或广告标签，或通过在页面的单独区域或使用其他视觉提示中将其弄出，与有机销售。

通用结果：

Universal results are Google’s合并结果的方法从其其他垂直列（例如Google Images和Google News）进入搜索结果。bob官网官方网站通用结果的一个普遍示例是Google的特色片段，该摘要在页面顶部的盒子中提供了答案，因此理想情况下，用户不必单击任何有机结果。图像结果和新闻结果是其他示例。bob官网官方网站

Local SERP:

Local SERPs appear any time your search intent implicitly relates to location. For example, if you type in "restaurants", "gas station", or the name of a specific product sold in stores, Google will surface locations near you that match your query, and show you exactly where you can find them on a map.

垂直搜索：

Vertical search is the box that appears at the top of the page when your search requires Google to pull from other categories, like images, news, or video. Typically, vertical search relates to topical searches like geographical regions -- for example, when you search “Columbia, South Carolina,” Google delivers a “Things to do in Columbia” box, along with a “Columbia in the News” box.

Knowledge Graph data:

When your search likely only has one answer -- "what’s the weather", for example, or "who is married to Channing Tatum" -- Google will surface a Knowledge Graph: a box that pulls the answer to your query directly from an organic result and into a box at the top of the page.

Google SERP Tools

既然您已经了解了不同的SERP功能，那么您可能想知道如何在SERP中排名更高……理想情况下，如何捕获诸如本地SERP或通用结果之类的功能。以下是我们最喜欢的一些工具，可以帮助您评估当前在SERP中的地位，将关键字排名与竞争对手进行比较，并最终弄清楚如何排名更高：

1。WhatsMyserp

WhatsMyserp提供了高级SEO工具来扫描和分析您的不同关键字的排名以及您在SERP上的整体网站排名。该工具使您可以一次搜索多达25个关键字，这是对您的网站在搜索引擎中的排名的理想选择。

Price: Free

2。RankWatch

RankWatch提供了对您的URL，反向链接，关键字和其他SEO元素的深入分析。该工具还对竞争对手的网站及其排名的关键字数量进行比较分析，因此您可以制定如何超越搜索结果中的其他业务。

Price: $29/month

3。MozPro

It’s good to know how you rank both nationally and locally for keywords, but it’s undoubtedly more helpful to get actionable data and insights on how to improve. Moz Pro offers strategic advice on ranking higher, a major benefit to the tool. It also crawls your own site code to find technical issues, which will help search engines understand your site and help you rank higher.

Price: $99/month

4。Serpbook

If you’re an SEO expert in charge of handling clients' rankings, SerpBook is a useful organizational tool for assigning groups of keywords to individual clients, scheduling which reports you want sent to which clients, and enabling clients to log into your account and check their ratings.

价格：$ 30/月

5。Moz Local

和61％的本地搜索通过购买，重要的是要确保您的业务对本地SEO进行优化。MOZ本地冲浪将包括Google和Facebook在内的15个来源，以查看您的业务在本地的排名。与Moz Pro类似，Moz Local提供了可行的建议，以解决不完整或不一致的列表。

Price: Free

6。SemRush

Semrush通过弄清楚竞争对手在这些SERP功能中的排名，帮助您竞争SERP功能，包括特色片段，本地SEO，知识图和Google新闻。bob官网官方网站

Price: $99.95/month

7。SerpWatcher

SerpWatcher is an easy all-in-one dashboard that delivers an overview of your SERP performance. Even better, you can create a list of custom keywords and track data on those alone, so you’re not overwhelmed by data you’re not interested in. SerpWatcher handily emails you whenever your keywords enter or leave page one of search engines.

价格：$ 29.90/月