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是否准备好:移动优先索引已经出现

来源:派臣科技|时间:2019-02-12|浏览:

Lately, the online space has been dominated by the ‘what ifs’ of Google’s growing interest in mobile-first search. And for good reason. The search giant has long been trying to turn a new leaf over from the emphasis placed on web browser-driven content and websites.

最近,由于谷歌对移动优先搜索的兴趣日益浓厚,在线搜索领域一直被“如果”所主导。这是有原因的。长期以来,这家搜索巨头一直试图从强调网页浏览器驱动的内容和网站建设转向新的方向。

Now, it’s looking to shift its focus to reflect user behaviour trends. As we continue to consume content on-the-go, our reliance on cross-device support means it's increasing. So it comes as no surprise that Google is keen to get the ball rolling on embracing this demand, allowing its users to explore and navigate the web in a more mobile-friendly way.

现在,它正寻求将重心转移到反映用户行为趋势上来。随着我们不断地在线消费内容,我们对跨设备支持的依赖意味着它的增长。因此,谷歌热衷于满足这一需求也就不足为奇了,它允许用户以一种更加移动友好的方式探索和浏览web。

 

What is mobile-first indexing?

什么是移动优先索引?

While talking about SEO can be a long and winding road, the complexity of mobile-first indexing isn’t all that complicated in essence. In a nutshell, Google is looking to prioritise mobile versions of a website over a desktop one. That means if you do have mobile website that’s up and running, the search giant will prioritise its content over anything else. If you don’t have one, your rankings may find themselves in jeopardy, as competitors with a mobile site that’s filled with up-to-date content may be favoured.

虽然谈论SEO可能是一条漫长而曲折的道路,但移动优先索引的复杂性在本质上并没有那么复杂。简而言之,谷歌希望优先考虑移动版本的网站,而不是桌面版本。这意味着,如果你的手机网站已经上线并在运行,谷歌将优先考虑其内容。如果你没有,你的排名可能会发现自己处于危险之中,因为竞争对手的移动网站充满了最新的内容可能会受到青睐。

But to understand how important this all is to your website strategy, it’s worth getting your head around what an index actually is. In its simplest terms, an index is just a huge database of URLs that Google scrapes, collects and stores across the web. This is done by the search engine’s nifty little ‘spiders’ or ‘crawlers’, which scan each page to then be returned when a user submits a search query.

但是要理解这一切对你的网站策略有多重要,你需要弄清楚索引到底是什么。简单地说,索引就是一个庞大的url数据库,谷歌通过web对其进行抓取、收集和存储。这是由搜索引擎的漂亮的小“爬行器”或“爬虫”完成的,它扫描每个页面,然后在用户提交搜索查询时返回。

Up until now, this database has been a structured list of organised URLs, which all help to determine Google’s search result rankings. But these days, information across the web can be found in all sorts of content formats – from video, through to apps images and multimedia. This means that the foundation of traditional indexing doesn’t quite support the evolution of media types across the web anymore, thanks to the rapid speed of technology. As a result, Google’s pumping out its mobile-first indexing changes to better reflect the nature of the online landscape and the way users consume content.

到目前为止,这个数据库是一个结构化的有组织url列表,这些url都有助于确定谷歌的搜索结果排名。但是现在,网络上的信息可以在各种各样的内容格式中找到——从视频,到应用程序图像和多媒体。这意味着,由于技术的快速发展,传统索引的基础不再支持跨web的媒体类型的演变。因此,谷歌推出了移动优先索引,以更好地反映在线环境的性质和用户消费内容的方式。

While it’s still not 100% clear how much this new approach will shift the waters, it is understood that it will require a new way of thinking from business owners, webmasters and SEO technicians. While traditional indexing considered desktop versions as the priority, mobile-first indexing will mean Google’s bots look at mobile websites first. If there is no mobile version to crawl through, the desktop version will be the next in line. In the end, your rankings will be a reflection of just how mobile-friendly your website is (if at all).

虽然目前还不清楚这种新方法将在多大程度上改变现状,但可以理解的是,它将需要企业主、网站管理员和SEO技术人员采用一种新的思维方式。虽然传统的索引优先考虑的是桌面版本,但移动优先的索引将意味着谷歌的机器人将首先查看移动网站。如果没有移动版本,桌面版本将是下一个。最后,你的排名将反映出你的网站对移动设备的友好程度(如果有的话)。

 

Taking action: what should you do?

采取行动:你应该怎么做?

Right now, there’s no immediate need to panic. While Google’s changes often get us all up in arms over what to change first, the giant is still in the initial phases of developing mobile-first indexing. As of earlier this week, webmasters across the globe are slowly being notified of their websites being enabled for mobile-first notifications. But these websites are currently those that the search engine deems “ready enough” to be included in the testing phase. That means you still have time to sit back, put your feet up, and consider how to ensure your site’s optimised and ready as the update rolls out.

现在,没有必要恐慌。虽然谷歌的变化经常让我们对首先要改变什么而感到恼火,但这家巨头仍处于开发“移动优先”索引的初始阶段。截至本周早些时候,全球各地的网站管理员正慢慢接到通知,他们的网站正在启用手机优先通知功能。但这些网站目前都是搜索引擎认为“准备充分”,可以进入测试阶段的网站。这意味着你仍然有时间坐下来,把你的脚,并考虑如何确保你的网站优化和准备好了更新推出。

Luckily, there’s a few basic steps that you can jump onto, without having to be a ‘tech guru’, and a good website designer can also help you to fill the gaps.

幸运的是,有一些基本的步骤你可以跳过,而不必成为一个“技术大师”,一个好的网站设计师也可以帮助你填补空白。

 

Get responsive

得到响应

Having a mobile-responsive website has been a critical part of the ranking process for a number of years now, but mobile-first indexing means that this is more important than ever been before. This means having a site that’s designed with easy navigation and on-the-go reading in mind; users who are browsing on a mobile device shouldn’t have to worry about zooming in, panning or endlessly scrolling – a responsive website will do all of this automatically. If you don’t have a mobile-responsive website yet, it’s time to consider getting one, as Google shifts its preferences to those that have adopted these designs.

多年来,拥有一个响应移动的网站一直是排名过程中的关键部分,但移动优先的索引意味着这比以往任何时候都重要。这意味着网站的设计要考虑到导航和阅读的便利性;在移动设备上浏览的用户不必担心缩放、平移或无休止地滚动——响应性网站会自动完成所有这些操作。如果你还没有一个手机响应式的网站,现在是时候考虑一下了,因为谷歌会把它的偏好转向那些采用了这些设计的网站。

 

Update your content

更新你的内容

It’s important to note that your desktop website won’t become redundant – it will just become the secondary determinator of your rankings. But if you have both a desktop and a mobile website, yet your mobile-responsive one is simply a placeholder, this won’t quite make the cut either. As Google has always placed a heavy emphasis on quality, filling out your mobile website with just as much top-notch content and information is absolutely vital. Put simply, your desktop and mobile websites should be identical, with the same amount of TLC poured into both.

重要的是要注意你的桌面网站不会变得多余——它只会成为你排名的次要决定因素。但如果你同时拥有台式机和手机网站,而你的手机响应式网站只是一个占位符,那么这也不太合适。由于谷歌一直以来都非常注重质量,所以用同样多的顶级内容和信息来填充你的手机网站是非常重要的。简单地说,您的桌面和移动网站应该是相同的,投入相同数量的TLC。

 

Check page speed and load times

检查页面速度和加载时间

There’s nothing worse than waiting of a page to load (think dial-up days), and Google hates it even more than we do. In the age of mobile-first indexing, page load speeds will become even more crucial to the ranking process, so it should be on your to-do list to make sure each page on your website is optimised for best possible outcomes. That means ensuring all images are mobile-friendly and that content will positively contribute to the user experience, not hinder it.

没有什么比等待页面加载更糟糕的了(想想拨号上网的日子),谷歌比我们更讨厌它。在移动优先索引的时代,页面加载速度对于排名过程将变得更加重要,因此它应该在您的待办事项列表中,以确保您的网站上的每个页面都经过了优化,以获得可能的最佳结果。这意味着要确保所有的图像都是移动友好的,内容将积极地促进用户体验,而不是阻碍它。

 

...or do nothing

…或者什么都不做

If you’ve got the urge to throw it all in the ‘too hard’ basket, we encourage you to think again. Investing all that hard work into your desktop site shouldn’t be thrown to the wind. Instead, use it as a model to revamp your mobile site and ensure you’ve got both versions as optimised as possible.

如果你想把这些都扔进“太难”的篮子里,我们鼓励你再考虑一下。将所有这些辛苦的工作投入到桌面站点不应该被束之高阁。相反,将其作为改进移动站点的模型,并确保两个版本都得到了尽可能的优化。

And if you’re not looking to jump on the mobile bandwagon just yet, it’s likely you will miss out on integral opportunities to rise above competitors who may be thinking along the same lines.

如果你现在还不打算赶时髦,你很可能会错过超越那些想法相同的竞争对手的机会。

 

Get ahead: kickstart your mobile-first strategy

领先:启动你的手机优先策略

Google’s determination to user behaviour is an unwavering one. Ignoring the need for a mobile-first web strategy means you’ll quickly fall behind when attention is needed most. But for those looking for opportunity, investing in a mobile-responsive website could end up being the make or break of your rankings results in the long-run. Close off the avenues for competitors to get ahead by making sure you’re ready for the mobile-first indexing rollout.

谷歌对用户行为的决心是坚定不移的。忽略移动优先的web策略意味着在最需要关注的时候你很快就会落后。但对于那些寻找机会的人来说,投资一个移动响应式网站可能最终决定你的长期排名结果。确保你已经为移动优先索引的推出做好了准备,从而切断竞争对手领先的道路。

So the next time you have a look at your web design on your mobile phone, or tablet be sure to check if all elements are loading correctly and neatly in ample time. Also make sure that your mobile web design does not look too different to your desktop version, the whole point is that it is responsive, not different.

因此,下次当你在手机或平板电脑上看到你的网页设计时,一定要检查在足够的时间内所有的元素加载是否正确和整齐。还要确保你的移动网页设计与桌面版本看起来没有太大的不同,关键是它的响应性,没有什么不同。

Not sure how to get started? Contact a Havealook strategist on 400 876 1002.

不知道如何开始?在400 876 1002联系一位有经验的战略家。

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