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发布时间:2019-04-07

3月1日谷歌更新:19结果SERP的神秘案例
搜索引擎 | 高级SEO
上周晚些时候(2月28日 - 3月1日),我们看到谷歌排名波动的两天大幅上升,莫兹卡斯特衡量。周五的气温达到了108°F。星期四的原始温度是105°F,但是已经降低到99°F(稍后更多)。


在星期五(3月1日)开始,我们看到一些指标发生了变化,但最值得注意的是第一页的Google SERP中有超过10个有机结果。在MozCast的10,000个关键字中,这是我们在高端观察到的:


Counting "organic" results in 2019 is challenging — some elements, like expanded site-links (in the #1 position), Top Stories, and image results can occupy an organic position. In-depth Articles are particularly challenging (more on that in a moment), and the resulting math usually leaves us with page-one SERPs with counts from 4 to 12. Friday's numbers were completely beyond anything we've seen historically, though, with organic counts up to 19 results.

Dissecting the 19-result SERP
Across 10K keywords, we saw 9 SERPs with 19 results. Below is one of the most straightforward (in terms of counting). There was a Featured Snippet in the #0 position, followed by 19 results that appear organic. This is a direct screenshot from a result for "pumpkin pie recipe" on Google.com/US:


Pardon the long scroll, but I wanted you to get the full effect. There's no clear marker here to suggest that part of this SERP is a non-organic feature or in some way different. You'll notice, though, that we transition from more traditional recipe results (with thumbnails) to what appear to be a mix of magazine and newspaper articles. We've seen something like this before ...

Diving into the depths of in-depth
You may not think much about In-depth Articles these days. That's in large part because they're almost completely hidden within regular, organic results. We know they still exist, though, because of deep source-code markers and a mismatch in page-one counts. Here, for example, are the last 6 results from today (March 4th) on a search for "sneakers":


Nestled in the more traditional, e-commerce results at the end of page one (like Macy's), you can see articles from FiveThirtyEight, Wired, and The Verge. It's hard to tell from the layout, but this is a 3-pack of In-depth Articles, which takes the place of a single organic position. So, this SERP appears to have 12 page-one results. Digging into the results on March 1st, we saw a similar pattern, but those 3-packs had expanded to as many as 10 articles.

We retooled the parser to more flexibly detect In-depth Articles (allowing for packs with more than 3 results), and here's what we saw for prevalence of In-depth Articles over the past two weeks:


3月1日早上,不到23%的MozCast SERP与深度文章类似,比前一天增加了近4倍。第二天这个数字恢复正常(甚至略低)。我们的新定义可能过于宽泛,而且这些并不是传统的“深入”包,但我们希望这个数字能够保持高位。我们还看到主要出版物的SERP“房地产”股票大幅飙升,如“纽约时报”,它通常主导着深度文章。肯定发生在3月1日左右。

通过新方法(从有机考虑中去除这些结果),2/28的温度从105°F下降到99°F,因为一些不寻常的结果被视为深度文章并从天气报告中删除。

请注意,MozCast温度是过时的,因为它们代表了24小时内的变化。因此,3月1日上午的深度文章的流行在图中被称为“3/1”,但是当天早上记录的日间温度在图表中标记为“2/28”这篇文章。

排序从这里开始
这是未来的标志吗?这真的很难说。3月1日,我联系了Twitter,看看人们是否可以复制19个结果的SERP,很多人都可以在桌面和移动设备上复制:


这似乎不是一个正常的测试(我们看到这些测试通常会推广到1%或更少的搜索者)。这可能是谷歌的一个小故障,但谷歌通常不会公布临时故障,所以很难说。

似乎108°F部分地逆转了这些奇怪的结果。另一方面,反转大于原始排名通量是奇怪的。与此同时,我们还看到了其他一些信号,例如第一页的图像效果下降(每天约10.5%,第二天没有恢复)。算法更新可能会推出,但该更新中存在一个小故障。

如果您是传统出版商或通常从深入文章中受益的人,我建议您睁大眼睛。这可能是谷歌未来意图的标志,也可能只是一个错误。对于我们其他人来说,我们必须拭目以待。幸运的是,这些结果主要出现在第一页的末尾,因此排名靠前的排名受影响较小,但是19个结果页面肯定会改变我们对有机定位和点击率的假设。

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