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6 G3 O2 S( U7 q! G4 M! b* l& b与客户的沟通过程中,客户主动问询:“因为视频越来越普遍,我们的产品文档怎么做与视频应用相结合?” 本文与您分享了有关视频文档与 Google 搜索方面的最佳实践。% [" X! W8 ?# O! ], p
2017年,只有11%的技术文档团队创建了视频文档。到 2020 年,这一数字上升到64%。这一增长可能是因为视频内容受到一些消费者的追捧和青睐。因此,技术文档团队正在优化视频文档,以便 Google 谷歌能够在搜索引擎结果页面(SERP)上提供有关其产品问题的视频答案。这些类型的搜索,称为零点击搜索,即越来越多地在搜索引擎结果页面上显示视频答案。( W1 d+ I2 v0 A
Google 在呈现给搜索者的搜索结果中聚焦视频文档,通常其结果排名位于置顶的人工自主搜索结果和付费位置之上。
* y6 P6 r0 g. @1 e I根据搜索引擎优化专家兰德·菲什金(Rand Fishkin)的数据,在2020年,大约65%的谷歌搜索以搜索引擎结果页面 SERP结束,搜索者无需点击其他数字财产(如您的网站或知识中心)来查看答案。
) I0 k5 p7 X! _7 y; q1 f/ x优化视频内容,使其有机会显示为一个特色片段,可以带来更多的可视性和更高的点击率等好处。在参与我们调查的公司中,只有5%的公司似乎在投资优化文档内容,以便谷歌能够找到它并在搜索引擎结果页面上显示出来。. s) K6 A, k' ]$ q4 n
Google 开发人员的建议:使用 HowTo结构化数据标记您的内容,如下代码示意,可以让您享受多种视频搜索增强功能:
. l! {( C6 F' c( D1 A<html> <head> <title>How to create a Trivia action</title> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "HowTo", "image": { "@type": "ImageObject", "url": "https://example.com/1x1/photo.jpg" }, "name": "How to create a Trivia action", "description": "Learn how to create a Trivia action for Assistant within minutes.", "totalTime": "PT2M", "video": { "@type": "VideoObject", "name": "Build a Trivia Game for the Google Assistant with No Code", "description": "Learn how to create a Trivia action for Assistant within minutes.", "thumbnailUrl": "https://example.com/photos/photo.jpg", "contentUrl": "https://www.youtube.com/watch?v=4AOI1tZrgMI", "embedUrl": "https://www.youtube.com/embed/4AOI1tZrgMI", "uploadDate": "2019-01-05T08:00:00+08:00", "duration": "P1MT10S", "hasPart": [ { "@type": "Clip", "@id": "Clip1", "name": "Open Actions on Google Console", "startOffset": 29, "endOffset": 36, "url": "http://www.example.com/example&t=29" }, { "@type": "Clip", "@id": "Clip2", "name": "Select Trivia Template", "startOffset": 36, "endOffset": 45, "url": "http://www.example.com/example&t=36" }, { "@type": "Clip", "@id": "Clip3", "name": "Choose a Personality", "startOffset": 45, "endOffset": 65, "url": "http://www.example.com/example&t=45" }, { "@type": "Clip", "@id": "Clip4", "name": "Feed your content", "startOffset": 65, "endOffset": 154, "url": "http://www.example.com/example&t=65" }, { "@type": "Clip", "@id": "Clip5", "name": "Create the action", "startOffset": 154, "endOffset": 172, "url": "http://www.example.com/example&t=154" }, { "@type": "Clip", "@id": "Clip6", "name": "Test your action", "startOffset": 172, "endOffset": 212, "url": "http://www.example.com/example&t=172" }, { "@type": "Clip", "@id": "Clip7", "name": "Submit your action", "startOffset": 212, "endOffset": 285, "url": "http://www.example.com/example&t=212" } ] }, "step": [ { "@type": "HowToStep", "name": "Open Actions on Google Console", "text": "Navigate to https://console.actions.google.com to get started.", "image": "https://example.com/1x1/step1.jpg", "url": "https://example.com/tie#step1", "video": { "@id": "Clip1" } }, { "@type": "HowToStep", "name": "Select Trivia Template", "text": "Create a new project and select Templates | You have a choice to select between Trivia, Flashcard or Personality Quiz.", "image": "https://example.com/1x1/step2.jpg", "url": "https://example.com/tie#step2", "video": { "@id": "Clip2" } }, { "@type": "HowToStep", "name": "Choose a Personality", "text": "Select one of the three personalities- Mr, Montgomery, Regal Queen, or the Trivia Bot.", "image": "https://example.com/1x1/step3.jpg", "url": "https://example.com/tie#step3", "video": { "@id": "Clip3" } }, { "@type": "HowToStep", "name": "Feed your content", "itemListElement": [ { "@type": "HowToDirection", "text": "Make a copy of our pre-filled sheet and replace with your content." }, { "@type": "HowToDirection", "text": "Ensure you make the sheet publicly accessible. Copy the URL of the sheet and paste it into the Console." } ], "image": "https://example.com/1x1/step4.jpg", "url": "https://example.com/tie#step4", "video": { "@id": "Clip4" } }, { "@type": "HowToStep", "name": "Create the action", "text": "Create the action. Once content is successfully uploaded, it will take couple of minutes to create the action.", "image": "https://example.com/1x1/step5.jpg", "url": "https://example.com/tie#step5", "video": { "@id": "Clip5" } }, { "@type": "HowToStep", "name": "Test your action", "text": "Navigate to the Simulator to test your action and simulate various surfaces, locations and locales.", "image": "https://example.com/1x1/step6.jpg", "url": "https://example.com/tie#step6", "video": { "@id": "Clip6" } }, { "@type": "HowToStep", "name": "Submit your action", "text": "Once you complete directory information and invocation names, submit your action for all Assistant users to see and use your action.", "image": "https://example.com/1x1/step7.jpg", "url": "https://example.com/tie#step7", "video": { "@id": "Clip7" } } ] } </script> </head> <body> </body></html>1.关键时刻:帮助用户在视频文档中使用明示的时间戳步骤快速导航。: a @: e/ _4 c+ Y+ O
2.视频转盘:通过添加 ItemList 结构化数据,用户可以浏览视频文档库页面。 D9 z( |5 K7 ~, S* H* Q. R
如何或是否选择您的视频文档作为 Google 搜索引擎结果页面的特写片段取决于您向 Google 提供的有关您的视频的信息。$ \% r- h1 `$ s% a7 x
要增加您的几率:
6 l" p% n! A2 Z; H% {1.标记您的视频内容。
! M: n0 C1 L, J0 e2.随视频文档一起提供视频网站地图。
: g% S6 z8 A% f" J) A3.不要在视频文档上面增加权限控制(强制用户提供联系信息或登录以使用内容)。
5 v* s+ ] H, A3 [4.确保视频文档与页面上的其他内容相关
' c' V6 n8 R) Z$ \5 w如果对上述视频实施感兴趣,请联系我们。3 Z- }3 U& O* ?0 ~
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原文链接:RayFan918|关注整站优化网 学习更多SEO相关方法... |
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