时间: 2019-07-31 15:08 来源: 作者: 阅读: 次
Google’s Aug. 1 core algorithm update: Who did it impact, and how much?
Google 8月1日的核心算法更新：谁会受到影响，影响几何？
A week after the big Google algorithm update, nicknamed the Medic Update, here is everything we know about it, including official information from Google and non-official insights from across the industry.
名为Medic的Google算法的重大更新已经有一段时间了，以下是我们所知有关于此的一切，包括来自Google的官方信息和非官方行业内人士的洞察。
资料来源：http://searchengineland.com
作者：Barry Schwartz
翻译：深圳诺仁
The Google search algorithm update from August 1 is now fully rolled out, and here is what we know about the update, who we think was impacted and some of the analysis of what, if any, actions you may want to consider taking if you were negatively impacted.
Google于8月1日起的搜索算法更新已经全面完成了，以下是我们所知的有关此次更新的信息，我们认为谁会受到此次更新的影响，以及有关于如果你受到了负面的影响应该采取何种对策的分析。
In summary, Google is calling this a broad, global, core update, but based on much of the analysis done thus far, there seems to be a focus on health and medical sites and YMYL Your Money Your Life sites. But many sites besides those were impacted by the update. Google is telling us that there is nothing you can do to fix your site, so you should just focus on making a great experience, offer better content and a more useful website. This update has taken on the name the Medic Update because of its focus on the medical and health space. This specific focus is something Google will not confirm.
总的来说，Google将此次更新称为全面的、全球性的、核心算法的更心，但基于迄今为止的分析，此次更新好像是聚焦于健康和医疗网站，和YMYL（即有关于你的财产和生命等重要信息）网站。但是也有很多这些行业之外的网站也受到了影响。Google告诉我们说，你没有任何办法来挽救你的网站，所以你必须着力去创造优良的用户体验、提供更好的内容，和做一个更有用的网站。此次更新被命名为Medic更新，是因为它重点针对医疗和健康领域，但是这个Google对于此是不会确认的。
What we know from Google
我们从Google了解到的信息
Google has said that this update was a “broad core algorithm update” and that it does these updates “several times per year.”
Google称此次更新是一次“全面的核心算法更新”，并且他们会“每年做几次”这样的更新。
This week we released a broad core algorithm update, as we do several times per year. Our guidance about such updates remains the same as in March, as we covered here: https://t.co/uPlEdSLHoX
这一周我们发布了一个全面的核心算法更新，正如我们每年都会做几次的一样。有关此种更新的指南，与我们三月在https://t.co/uPlEdSLHoX中所阐述的一样。
— Google SearchLiaison (@searchliaison) August 1, 2018
Google references its advice from the previous core updates, saying there’s “no ‘fix’ for pages that may perform less well, other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.” Google also said, “As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.”
Google引用前一次核心算法更新的说法，称“那些表现欠佳的页面是无法修复的，你只能持续聚焦于创建优质的内容。一段时间以后，你的优质内容会帮助提升其它页面的排名。”Google还称“与其它所有更新一样，有些网站排名和流量是不会升也不会降的，有些表现欠佳的页面暂时是不会出问题的，但是我们系统的更新会让一些之前被低估了的页面受益。”
There’s no “fix” for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.
那些表现欠佳的页面是无法修复的，你只能持续聚焦于创建优质的内容。一段时间以后，你的优质内容会帮助提升其它页面的排名。
— Google SearchLiaison (@searchliaison) March 12, 2018
Google Search Liaison Danny Sullivan also confirmed this is a “global” rollout and impacts all Google search results, no matter what language or region.
来自Google Search Liaison的Danny Sullivan也确认这是一次“全球性”的更新，将会影响所有的Google搜索结果，不管哪种语言或地区。
Global :)
全球性的。
— Danny Sullivan (@dannysullivan) August 3, 2018
Google would not tell us how much of the search results were impacted by this update, as Google has done in the past with Panda, Penguin and others:
与之前的熊猫和企鹅更新一样，Google这次也不会告诉我们此次更新对于搜索结果的影响到底是何种程度的。
No, not doing that.
不，我们不会告诉的。
— Danny Sullivan (@dannysullivan) August 3, 2018
Who was impacted by this update
谁会受此次更新的影响
As we explained above, Google said this is a “global” update, which implies every niche and every type of site could have been impacted. But based on the data that I’ve been seeing from surveys, multiple data companies and SEO consultants, there seems to be a focus on medical and health niches, as well as “Your Money Your Life” types of sites, with creeping into the entertainment and gaming niches as well. I’ve shown Google this data and a Google spokesperson responded by referencing the statements made above.
如前文中我们所解释的，Google称这是一次“全球性”的更新，这也就意味着每个行业每种类型的网站都会受其影响。但是基于我们从调研、数据公司和SEO顾问等渠道所见的数据，此次更新貌似聚焦于医疗和健康领域，以及“有关于你的财产和生命等重要信息”类的网站，同时也向着娱乐和博彩行业延伸。我向Google出示了这些数据，一位Google的发言人作出了上文中引述的回应。
What is YMYL? As we explained in 2013, “Your Money or Your Life” pages are those focused on money and life events. The Google raters’ guideline defined them as:
什么是YMYL？我们在2013年就曾解释过，“你的财产或你的生命”类页面是指那些关注财富或生活事件话题的页面。Google rater对此有以下定义：
• Pages that solicit personal information, such as personal identification numbers, bank account numbers, drivers license numbers, etc., which could be used for identity theft.
• 那些征求个人信息的页面，比如个人身份证号码、银行账户、驾驶证号码等能为身份信息盗窃者所利用的信息。
• Pages used for monetary transactions, on which users might give their credit account or bank account information; for example, any page that allows you to buy something.
• 用于货币交易的页面，页面中有可能会含有信用卡或很行存款账户信息，比如，所有可以在线完成购买的页面。
• Pages that offer medical or health information that could impact your physical well-being.
• 包含医疗和健康信息的页面，这些信息有可能会影响到你的身体健康状况。
• Pages offering advice on major life decisions, such as pages on parenting, purchasing a home, a vehicle and so on.
• 提供有关人生重大决定建议的页面，比如有关收养小孩、购买房屋车辆等。
• Pages offering advice on major life issues that could impact your future happiness and finances, such as pages giving legal or financial advice.
• 提供有关于人生重大事件建议的页面，这些建议有可能影响到你未来的幸福和财政状况，如提供法律或财务规划建议的页面。
I have data from several analytics and data companies, including Sistrix, RankRanger, SEMRush, and my own survey data from a few hundred SEOs impacted.
我有一些分析公司和数据公司的数据，包括Sistrix、RankRanger、SEMRush，以及我自己调查过几百位受到影响的SEO专业人员得到的数据。
Sistrix shared some of the early data, saying, “The majority of changes can be seen for YMYL-sites and even there we generally only see an uplift or loss of a few percentage points.” I followed up with Sistrix, which responded that “Mostly health and finance pages have been affected by this update.” “But also, as you can see on the lists, e-commerces, educational as well as dubious automotive websites got their share of movement,” Juan González from Sistrix told me.
Sistrix分享了一些早期的数据，称“多数的变化发生在YMYL类网站上，尽管我们大体上只能看到一些排名上升或下降的百分比。”我进一步沟通后，他们说“受此次更新影响最多的是健康类和财经类的页面”，“但同时，正如你能从列表中看到的那样，电子商务、教育，以及可疑的汽车网站也受到了一定的影响，”来自Sistrix的Juan González告诉我。
Sistrix shared some of the sites that saw gains in rankings with this update. Notice the types of sites that saw losses:
Sistrix分享了一些在此次更新中受益的网站，也指出了一些流量下降的网站的类别：
Here are some of the bigger winners:
以下是一些较大的赢家：
Sistrix also shared with us two sites, both in the health space, one that saw a nice gain and one that saw a significant decline in Google traffic:
Sistrix还与我们分享了两个网站，都是健康领域的，一个网站的Google流量有了很不错的提升，另一个遭受重大下滑：
RankRanger also has a nice dataset, and shared metrics across different verticals and how much the search results in Google changed with this update. The company’s data showed that the health, finance and home goods industry showed significant rank movement, even at the first position. First-position fluctuations are not as common, RankRanger tells me, even with big Google updates.
RankRanger也有很好的数据，与我们分享了不同垂直领域的Google搜索结果受此次更新的影响程度。这家公司的数据显示健康、财经和家居用品行业网站的排名有很大的波动，即便是排名第一的也未能幸免。第一位排名的波动是不常见的，即便是有重大的Google更新，RankRanger告诉我们说。
Here is a chart RankRanger sent me showing the organic visibility change for a site across the Family & Lifecycle niche (blue) compared to the Health & Fitness niche (green):
以下是RankRanger发给我的一个图表，显示的是一个家庭和生活类行业的网站（蓝色线条）和一个健康保健行业的网站（绿色线条）的自然搜索展示情况：
What can you do?
我们应如何应对?
So, now that we know what Google said and what the data is showing, what can you do? That is the biggest question for those who were negatively impacted.
现在我们已经知道Google是怎么说的了，也看到了数据的变化，那么，我们应如何应对？这对于那些受到负面影响的网站来说，是最重大的问题。
As we said above, Google said there is nothing you can do. There is no fix. That is not so helpful, is it? But Google has been suggesting that you can continue to work on improving your website, make better content, make a better overall user experience and ultimately, the next update may lead to your site ranking better.
如前文所述，Google称你什么都做不了，不可修复。这是一个没有什么价值的答案，不是么？但是Google建议你继续改进你的网站，创建更好的内容、营造更好的的全面用户体验，假以时日，下一次更新时会让你的网站排名更好。
Glenn Gabe wrote a very large post after analyzing over 200 sites, summarizing:
Glenn Gabe在分析了200个网站后写了一篇更长的文章，总结道：
The core algorithm update that rolled out on August 1, 2018 was massive and many sites across the web were impacted. Although there were a lot of health sites impacted, many others in non-YMYL categories were affected as well. If you have been negatively impacted by the 8/1 update, then it’s important to objectively analyze your site to find ways to improve. And remember, there’s never one smoking gun. There’s usually a battery of them. So go find them now.
2018年8月1日发布的核心算法更新是非常重大的，很多的网站都受到了影响。很多的健康类网站都受到了影响，但同时也有很多非YMYL网站也被影响。如果你受到了此次八一更新的负面影响，客观地分析你的网站和想办法改进是很重要的。记住，通常不只是某一个问题，而是成堆的问题，所以现在就去把它们都找出来。
Marie Haynes also wrote her thoughts saying:
Marie Haynes也有她的观点：
The August 1, 2018 Google update was a massive one. I believe that it was primarily about Google’s ability to determine E-A-T for a website. I also think that the T in E-A-T became even more important as Google is working harder to determine which websites are the most trustworthy to show searchers.
Google于20108年8月1日发布的更新是非常重大的。我相信其根本点在于Google判定一个网站的E-A-T值的能力。我还认为，E-A-T中的T已经变得更加重要了，因为Google正在作更大的努力去判定怎样的网站是最可信赖而可以向搜索用户展示的。
BrightLocal shared a similar message:
BrightLocal有类似的观点：
This latest algorithm update, if what we’re seeing from the community is to be believed, may well have been focused on demoting YMYL pages with low E-A-T.
最近的这一次算法更新，如果我们在社群中所发现的现象是可信的，那么它主要是针对E-A-T值比较低的YMYL页面的。
Whilst this will definitely impact websites like forums with low-quality advice, it should be noted that local businesses are just as at risk (as shown by Joy and Marie above) from providing advice that doesn’t come from a place of expertise, authoritativeness, and trustworthiness.
当然同时也会影响到那些提供低质量建议的论坛。需要注意的是，那些提供非专家、非权威性和不值得信赖的建议的本地化服务网站是有风险的。
In summary
综述
Google did a massive algorithm update impacting the search results and affecting many webmasters, site owners and SEOs on August 1. It seems to have had a larger impact in the health and medical space, also on YMYL types of sites. The advice overall has been to make your site, content and user experience better overall and keep working at small changes that can have a big impact on your rankings.
Google于8月1日执行了一次影响搜索结果的重大的更新，很多的网站站主都受到了影响。似乎对于健康和医疗行业，和YMYL类型网站的影响更大一些。给出的建议是从整体上提升你的网站、内容和用户体验，以及持续地改进那些可能会对排名有重大影响的细节。
