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。

今天，这是您搜索“披萨”时得到的：

如您所见，SERP首先展示广告，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，有机排名第一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度，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，隐藏尸体的一个好地方实际上位于这些SERP功能以下。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：

付费的结果是出现在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from its other vertical columns, like Google Images and Google News, into the search results. A common example of universal results are Google’s featured snippets, which deliver an answer in a box at the top of the page, so users ideally don’t have to click into any organic results. Image results and news results are other examples.

本地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：

垂直搜索是当您的搜索要求Google从其他类别（例如图像，新闻或视频）中提取时，垂直搜索是在页面顶部出现的框。bob官网官方网站通常，垂直搜索涉及诸如地理区域之类的局部搜索 - 例如，当您搜索“南卡罗来纳州哥伦比亚”时，Google将提供“在哥伦比亚的盒子”框，以及“新闻中的哥伦比亚”框。bob官网官方网站

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工具

现在您已经了解了不同的SERP功能，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

WhatsMyserpprovides advanced SEO tools to scan and analyze your rankings for different keywords, as well as your overall website ranking on SERP. This tool allows you to search for up to 25 keywords at once, making it ideal for a quick-and-dirty overview of how your site is ranking in search engines.

Price: Free

2。RankWatch

RankWatch提供了一个深入分析你的你Ls, backlinks, keywords, and other SEO elements. The tool also conducts comparative analysis on your competitor’s websites and the number of keywords they are ranking for, so you can strategize how to outrank other businesses in search results.

Price: $29/month

3。MozPro

很高兴知道您如何在全国和本地排名关键字，但是毫无疑问，获得可行的数据和有关如何改进的见解更有帮助。Moz Pro提供了有关排名更高的战略建议，这是该工具的主要好处。它还可以爬网站来查找技术问题，这将有助于搜索引擎了解您的网站并帮助您排名更高。

价格：99美元/月

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。莫兹本地

With61％的本地搜索通过购买，必须确保您的业务对本地SEO进行优化非常重要。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是一个简单的多合一仪表板，可概述您的SERP性能。更好的是，您可以创建自定义关键字的列表并单独跟踪数据，因此您不会对不感兴趣的数据淹没您。Serpwatcher在您的关键字输入或留下页面时会轻松发送电子邮件，或者留下搜索引擎之一。

价格：$ 29.90/月