{"id":4528,"date":"2024-04-29T00:52:31","date_gmt":"2024-04-28T16:52:31","guid":{"rendered":"https:\/\/seo.tenten.co\/en\/?p=4528"},"modified":"2024-04-29T00:56:47","modified_gmt":"2024-04-28T16:56:47","slug":"the-google-timeline-how-seo-sem-strategies-worked-hand-in-hand-a-retrospective","status":"publish","type":"post","link":"https:\/\/seo.tenten.co\/zh\/seo\/\u8c37\u6b4c\u6642\u9593\u8ef8-seo-sem-\u7b56\u7565\u5982\u4f55\u651c\u624b\u5408\u4f5c\u56de\u9867\/","title":{"rendered":"Google \u6642\u9593\u8868\uff1aSEO \u548c SEM 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octicon-link\"><\/span><\/a>\u4ea4\u6613\u641c\u5c0b\u8005\u610f\u5716<\/h3>\n<p>\u50cf\u300c\u6d77\u8ecd\u85cd\u5a5a\u79ae\u79ae\u670d\u300d\u9019\u6a23\u7684\u641c\u5c0b\u67e5\u8a62\u6703\u5c55\u793a\u4e00\u500b\u4ea4\u6613\u6027 SERP\uff0c\u5176\u6a19\u8a18\u70ba\u8207\u641c\u5c0b\u67e5\u8a62\u5bc6\u5207\u76f8\u95dc\u7684\u4ed8\u8cbb\u548c\u6709\u6a5f\u5217\u8868\u3002\u9019\u5305\u62ec\u6307\u5411\u7522\u54c1\u8a73\u7d30\u8cc7\u8a0a\u9801\u9762\u7684\u5ee3\u544a\u683c\u5f0f\uff0c\u4f8b\u5982\u7522\u54c1\u6e05\u55ae\u5ee3\u544a (PLA)\uff0c\u4ee5\u53ca\u6307\u5411\u5c55\u793a\u7522\u54c1\u7684 category \u9801\u9762\u7684\u81ea\u7136\u9023\u7d50\u3002 SERP \u901a\u5e38\u5305\u542b\u8c50\u5bcc\u7684\u6709\u6a5f\u7d50\u679c\uff0c\u4f8b\u5982\u5716\u50cf\u6216 Google \u7684 3 \u4ef6\u5957\u672c\u5730\u5316\u7d50\u679c\u3002<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/i.imgur.com\/KuETXey.png\" alt=\"\" \/><\/p>\n<p><strong>\u4e8b\u52d9\u67e5\u8a62\u548c SEO 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(CTR)<\/li>\n<li>\u5ee3\u544a\u8207\u67e5\u8a62\u7684\u76f8\u95dc\u6027<\/li>\n<li>\u8457\u9678\u9801\u9ad4\u9a57<\/li>\n<\/ul>\n<p>\u5f15\u64ce\u671f\u671b\u7528\u6236\u9858\u610f\u9ede\u64ca\u5ee3\u544a\u4e26\u9032\u884c\u7a4d\u6975\u7684\u4e92\u52d5\u3002\u5ee3\u544a\u4e3b\u7684\u767b\u9678\u9801\u9762\u9ad4\u9a57\u8d8a\u9ad8\uff08\u5373\u641c\u5c0b\u8005\u548c\u67e5\u8a62\u7684\u76f8\u95dc\u6027\uff09\uff0c\u5ee3\u544a\u54c1\u8cea\u5206\u6578\u8d8a\u9ad8\uff0c\u8207\u7af6\u722d\u5c0d\u624b\u76f8\u6bd4\uff0c\u53ef\u7bc0\u7701\u6bcf\u6b21\u9ede\u64ca\u8cbb\u7528 (CPC)\u3002\u5728 SEO \u4e2d\uff0c\u76f8\u95dc\u6027\u6392\u540d\u53d6\u6c7a\u65bc\u63d0\u4f9b\u8207\u539f\u59cb\u67e5\u8a62\u76f4\u63a5\u76f8\u95dc\u7684\u6709\u76ca\u73fe\u5834\u9ad4\u9a57\u3002\u540c\u6a23\uff0c\u5b9a\u671f\u76e3\u63a7\u641c\u5c0b\u67e5\u8a62\u4e26\u6dfb\u52a0\u5426\u5b9a\u67e5\u8a62\u5c0d\u65bc SEM 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\u4f4d\u7f6e\u6240\u9700\u7684\u6295\u8cc7\u56de\u5831\u7387\u548c\u78ba\u5b9a\u8207\u54c1\u724c\u76ee\u6a19\u76f8\u7b26\u7684\u9014\u5f91\u4e4b\u9593\u53d6\u5f97\u9069\u7576\u7684\u5e73\u8861\u3002\u53ef\u4ee5\u8de8\u5718\u968a\u7de8\u8b6f\u548c\u8a55\u4f30\u5171\u4eab\u67e5\u8a62\u8a55\u4f30\u548c\u6574\u9ad4\u6574\u9ad4\u641c\u5c0b\u6295\u8cc7\u5831\u916c\u7387\uff0c\u4ee5\u627e\u51fa\u4efb\u4e00\u7ba1\u9053\u4e2d\u7684\u5176\u4ed6\u6a5f\u6703\u3002<\/p>\n<h3><a id=\"informational-searcher-intent\" class=\"anchor\" aria-hidden=\"true\"><span class=\"octicon octicon-link\"><\/span><\/a>\u8cc7\u8a0a\u641c\u5c0b\u8005\u610f\u5716<\/h3>\n<p>\u8cc7\u8a0a\u641c\u5c0b\u67e5\u8a62\u65e8\u5728\u70ba\u641c\u5c0b\u8005\u63d0\u51fa\u7684\u660e\u78ba\u6216\u6697\u793a\u7684\u554f\u984c\u63d0\u4f9b\u7b54\u6848\u3002\u9019\u4e9b\u67e5\u8a62\u7684 SERP \u901a\u5e38\u5177\u6709\u7a81\u51fa\u7684\u8c50\u5bcc\u7d50\u679c\uff0c\u5176\u4e2d\u5305\u542b\u5feb\u901f\u7b54\u6848\u6216\u5f71\u7247\u5167\u5bb9\u3001\u65b0\u805e\u8f2a\u64ad\u3001People Also Ask \u6e05\u55ae\u548c\u81ea\u7136\u9023\u7d50\u3002\u4e00\u4e9b\u8cc7\u8a0a\u67e5\u8a62 SERP \u53ef\u80fd\u5305\u62ec\u4ed8\u8cbb\u6e05\u55ae\u3002\u4e0b\u9762\u7684\u67e5\u8a62\u300c\u5982\u4f55\u6253\u570d\u5dfe\u300d\u7684\u7bc4\u4f8b\u8aaa\u660e\u4e86\u5e7e\u500b\u9019\u6a23\u7684 SERP \u5143\u7d20\uff1a<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/i.imgur.com\/1SDSFwo.png\" alt=\"\" \/><\/p>\n<p><strong>\u8cc7\u8a0a\u67e5\u8a62\u548c SEO \u7b56\u7565\uff1a<\/strong><\/p>\n<p>\u8cc7\u8a0a\u67e5\u8a62\u70ba SEO \u63d0\u4f9b\u4e86\u63a8\u52d5\u975e\u54c1\u724c\u6d41\u91cf\u3001\u63d0\u9ad8\u53ef\u898b\u5ea6\u548c\u5efa\u7acb\u6b0a\u5a01\u7684\u6a5f\u6703\u3002\u6839\u64da\u7522\u696d\u7684\u4e0d\u540c\uff0c\u89e3\u6c7a\u8cc7\u8a0a\u67e5\u8a62\u7684\u5167\u5bb9\u53ef\u4ee5\u4f5c\u70ba\u4f01\u696d\u7522\u54c1\u7684\u91cd\u8981\u88dc\u5145\uff0c\u4e5f\u53ef\u4ee5\u69cb\u6210\u4e3b\u8981\u7522\u54c1\u3002\u96f6\u552e\u5546\u7d93\u5e38\u5229\u7528\u5927\u91cf\u7684\u6587\u5b57\u3001\u591a\u5a92\u9ad4\u8cc7\u6e90\u548c\u4e92\u52d5\u5143\u7d20\u4f86\u589e\u5f37\u5ba2\u6236\u7684\u8cfc\u8cb7\u65c5\u7a0b\uff0c\u4e26\u4f7f\u81ea\u5df1\u8207\u7af6\u722d\u5c0d\u624b\u7684\u7dda\u4e0a\u9801\u9762\u5340\u5206\u958b\u4f86\u3002\u65b0\u805e\u5165\u53e3\u7db2\u7ad9\u3001\u975e\u71df\u5229\u7d44\u7e54\u3001\u91d1\u878d\u670d\u52d9\u63d0\u4f9b\u8005\u548c\u6559\u80b2\u7db2\u7ad9\u56b4\u91cd\u4f9d\u8cf4\u80fd\u5920\u89e3\u6c7a\u4f7f\u7528\u8005\u67e5\u8a62\u3001\u78ba\u4fdd\u76f8\u95dc\u6027\u4e26\u4fc3\u9032\u53c3\u8207\u7684\u5167\u5bb9\u3002<\/p>\n<p>\u8207\u4e8b\u52d9\u67e5\u8a62\u985e\u4f3c\uff0c\u5f37\u5927\u7684\u8cc7\u8a0a\u67e5\u8a62 SEO \u7b56\u7565\u4ee5\u8c50\u5bcc\u7684 SERP \u529f\u80fd\u70ba\u4e2d\u5fc3\u3002\u70ba\u4e86\u78ba\u4fdd\u9019\u4e9b\u5c55\u793a\u4f4d\u7f6e\uff0cSEO \u61c9\u8003\u616e\u5be6\u65bd\u4ee5\u4e0b\u7b56\u7565\uff1a<\/p>\n<ul>\n<li>\u9032\u884c\u5fb9\u5e95\u7684\u95dc\u9375\u5b57\u5206\u6790\u548c\u666f\u89c0\u7814\u7a76\uff0c\u4ee5\u638c\u63e1\u57fa\u672c\u7684\u4f7f\u7528\u8005\u554f\u984c\u3002<\/li>\n<li>\u8a55\u4f30\u7db2\u7ad9\u7684\u73fe\u6709\u5167\u5bb9\uff0c\u4ee5\u78ba\u5b9a\u9700\u8981\u6700\u4f73\u5316\u7684\u9801\u9762\uff0c\u4ee5\u89e3\u6c7a\u8cc7\u8a0a\u67e5\u8a62\u4e26\u78ba\u5b9a\u9700\u8981\u5275\u5efa\u65b0\u5167\u5bb9\u7684\u5dee\u8ddd\u3002<\/li>\n<li>\u7d50\u69cb\u5167\u5bb9\u8207\u76ee\u6a19 SERP \u529f\u80fd\u4e00\u81f4\u3002<\/li>\n<li>\u90e8\u7f72\u7d50\u69cb\u5316\u8cc7\u6599\u4ee5\u4fc3\u9032\u641c\u5c0b\u5f15\u64ce\u6d88\u5316\u5167\u5bb9\u3002<\/li>\n<li>\u5229\u7528\u5f71\u50cf\u548c\u5f71\u7247\u5167\u5bb9\u4f86\u589e\u5f37\u4f7f\u7528\u8005\u9ad4\u9a57\u4e26\u9075\u5b88 SEO \u6700\u4f73\u5be6\u8e10\u3002<\/li>\n<\/ul>\n<p><strong>\u8cc7\u8a0a\u641c\u5c0b\u67e5\u8a62\u548c SEM \u7b56\u7565\uff1a<\/strong><\/p>\n<p>\u591a\u5e74\u4f86\uff0cSEM \u7b56\u7565\u5f97\u5230\u4e86\u986f\u8457\u767c\u5c55\u3002\u4ee5\u524d\uff0c\u91cd\u9ede\u53ea\u662f\u5b9a\u4f4d\u6700\u7d42\u9ede\u64ca\u6295\u8cc7\u5831\u916c\u7387\u6700\u9ad8\u7684\u95dc\u9375\u5b57\u3002\u7136\u800c\uff0c\u73fe\u5728\u7684\u91cd\u9ede\u662f\u8a8d\u8b58\u5230\u51fa\u73fe\u5728\u8f49\u63db\u9a45\u52d5\u578b\u641c\u5c0b\u67e5\u8a62\u4e2d\u7684\u91cd\u8981\u6027\uff0c\u4ee5\u5728\u8cfc\u8cb7\u904e\u7a0b\u7684\u65e9\u671f\u5438\u5f15\u6f5b\u5728\u5ba2\u6236\u3002\u5982\u4eca\uff0c\u6709\u4e86\u5404\u7a2e\u53ef\u7528\u7684\u6b78\u56e0\u6a21\u578b\uff0c\u5c31\u6709\u4e86\u66f4\u591a\u7684\u7a7a\u9593\u4f86\u70ba\u8cc7\u8a0a\u67e5\u8a62\u7684\u8f49\u63db\u5206\u914d\u529f\u52de\u3002\u70ba\u4e86\u5be6\u73fe\u9019\u4e00\u76ee\u6a19\uff0c\u6211\u5011\u5efa\u8b70\u4f7f\u7528\u4ee5\u4e0b\u6b78\u56e0\u6a21\u578b\u4e4b\u4e00\uff1a<\/p>\n<ul>\n<li>\u6578\u64da\u9a45\u52d5\u7684\u6b78\u56e0<\/li>\n<li>\u6642\u9593\u8870\u6e1b<\/li>\n<li>\u7dda\u6027<\/li>\n<\/ul>\n<p>\u5c0d\u65bc\u9019\u4e9b\u985e\u578b\u7684\u67e5\u8a62\uff0c\u6700\u6709\u6548\u7684\u65b9\u6cd5\u662f\u5c07\u6d41\u91cf\u5f15\u5c0e\u81f3\u7531 SEO \u5718\u968a\u958b\u767c\u7684\u7d9c\u5408\u5167\u5bb9\uff08\u4f8b\u5982\u90e8\u843d\u683c\u6587\u7ae0\uff09\u3002\u5728 SEM \u4e2d\uff0c\u53d6\u5f97\u6b64\u6d41\u91cf\u7684\u6700\u4f73\u65b9\u5f0f\u662f\u6295\u653e\u91dd\u5c0d\u8207\u6240\u9078\u767b\u9678\u9801\u9762\u76f8\u7b26\u7684\u7279\u5b9a\u67e5\u8a62\u7684\u6587\u5b57\u5ee3\u544a\uff0c\u6216\u4f7f\u7528\u52d5\u614b\u641c\u5c0b\u5ee3\u544a (DSA) \u4f86\u91dd\u5c0d\u5c0e\u5411\u6307\u5b9a\u767b\u9678\u9801\u9762\u7684\u76f8\u95dc\u67e5\u8a62\u3002\u8981\u78ba\u5b9a\u6b64\u6d41\u91cf\u7684\u7406\u60f3\u5ee3\u544a\u683c\u5f0f\uff0c\u91cd\u8981\u7684\u662f\u8981\u5354\u8abf\u70ba\u6b64\u6d41\u91cf\u8a2d\u5b9a\u7684\u76ee\u6a19\u4ee5\u53ca\u9019\u4e9b\u67e5\u8a62\u6240\u9a45\u52d5\u7684\u6d41\u91cf\u3002\u5c0d\u65bc\u958b\u59cb\u6839\u64da\u8cc7\u8a0a\u67e5\u8a62\u6295\u653e\u5ee3\u544a\u7684\u5ba2\u6236\uff0c\u6211\u5011\u5efa\u8b70\u5f9e DSA \u958b\u59cb\uff0c\u4ee5\u9069\u5ea6\u7684\u9810\u7b97\u70ba\u76ee\u6a19\uff0c\u4e26\u5229\u7528\u65e8\u5728\u589e\u52a0\u6d41\u91cf\u7684\u81ea\u52d5\u51fa\u50f9\u7b56\u7565\u3002\u96a8\u5f8c\uff0c\u4eba\u5011\u53ef\u4ee5\u91dd\u5c0d\u9ad8\u6d41\u91cf\u67e5\u8a62\u5275\u5efa\u66f4\u91cf\u8eab\u5b9a\u5236\u7684 DSA \u76ee\u6a19\u6216\u55ae\u7368\u7684\u6587\u5b57\u5ee3\u544a\uff0c\u540c\u6642\u4e5f\u5617\u8a66\u66f4\u591a\u4ee5\u8f49\u63db\u70ba\u5c0e\u5411\u7684\u51fa\u50f9\u65b9\u6cd5\u3002<\/p>\n<p><strong>\u91dd\u5c0d\u8cc7\u8a0a\u67e5\u8a62\u7684\u7d9c\u5408\u641c\u5c0b\u65b9\u6cd5<\/strong><\/p>\n<p>\u5c0d\u65bc\u8a31\u591a\u54c1\u724c\u4f86\u8aaa\uff0c\u8b49\u660e SEM \u5728\u8cc7\u8a0a\u67e5\u8a62\u4e0a\u7684\u652f\u51fa\u7684\u5408\u7406\u6027\u53ef\u80fd\u5177\u6709\u6311\u6230\u6027\uff0c\u56e0\u70ba\u5b83\u5f80\u5f80\u662f\u66f4\u9ad8\u5c64\u7d1a\u7684\u7b56\u7565\u6216\u54c1\u724c\u8a08\u5283\u3002\u7136\u800c\uff0c\u900f\u904e\u5229\u7528 SEM \u6d1e\u5bdf\uff0cSEO \u53ef\u4ee5\u5229\u7528\u4ed8\u8cbb\u6578\u64da\u4f86\u8b58\u5225\u900f\u904e\u8cc7\u8a0a\u5167\u5bb9\u6709\u53ef\u80fd\u7372\u5f97\u66f4\u597d\u6295\u8cc7\u56de\u5831\u7684\u9818\u57df\u3002\u9019\u7a2e\u4e92\u60e0\u4e92\u5229\u7684\u65b9\u6cd5\u4f7f\u54c1\u724c\u80fd\u5920\u66f4\u6709\u6548\u5730\u8b49\u660e\u8207\u5167\u5bb9\u5275\u5efa\u76f8\u95dc\u7684\u6210\u672c\u7684\u5408\u7406\u6027\u3002<\/p>\n<h2><a id=\"use-cases-technical-seo-technical-sem\" class=\"anchor\" aria-hidden=\"true\"><span class=\"octicon octicon-link\"><\/span><\/a>\u6848\u4f8b\u7814\u7a76\uff1a\u6280\u8853 SEO + \u6280\u8853 SEM<\/h2>\n<h3><a id=\"organic-merchant-center-programs\" class=\"anchor\" aria-hidden=\"true\"><span class=\"octicon octicon-link\"><\/span><\/a>\u5929\u7136\u5546\u696d\u4e2d\u5fc3\u8a08\u5283<\/h3>\n<p>\u7ba1\u7406 Feed \u662f\u8a31\u591a SEM \u5718\u968a\u63d0\u4f9b\u5354\u52a9\u7684\u5c08\u696d\u9818\u57df\uff0c\u7279\u5225\u662f\u8003\u616e\u5230\u73fe\u5728 89% \u7684\u975e\u54c1\u724c Google \u4ed8\u8cbb\u641c\u5c0b\u9ede\u64ca\u4f86\u81ea Feed \u9a45\u52d5\u7684\u8cfc\u7269\u5ee3\u544a\uff08\u8cc7\u6599\u4f86\u6e90\uff1aMerkle 2020 \u5e74\u7b2c\u4e00\u5b63\u6578\u4f4d\u884c\u92b7\u5831\u544a\uff09\u3002\u76f4\u5230\u6700\u8fd1\uff0cSEO \u5de5\u4f5c\u4e26\u6c92\u6709\u512a\u5148\u8003\u616e\u9019\u4e00\u65b9\u9762\uff0c\u56e0\u70ba\u5927\u591a\u6578\u5de5\u4f5c\u90fd\u662f\u91dd\u5c0d\u722c\u884c\u3001\u7d22\u5f15\u548c\u6392\u540d\u3002\u96a8\u8457 Google \u5728\u8cfc\u7269\u6a19\u7c64\u4e0b\u5f15\u5165\u672a\u4ed8\u8cbb\u8cfc\u7269\u6e05\u55ae\uff0c\u5169\u500b\u5718\u968a\u6709\u6a5f\u6703\u900f\u904e\u4ee5\u4e0b\u65b9\u5f0f\u9032\u884c\u5354\u4f5c\uff1a<\/p>\n<ul>\n<li>\u78ba\u4fdd\u7522\u54c1 Feed \u7b26\u5408 Google Merchant Center \u6a19\u6e96\u3002<\/li>\n<li>\u958b\u767c\u6709\u6a5f\u8cfc\u7269\u6e05\u55ae\u7684\u5831\u544a\u5100\u8868\u677f\uff0c\u5305\u62ec\u6703\u8a71\u3001\u6536\u5165\u548c\u5176\u4ed6\u76f8\u95dc\u7684\u6709\u6a5f\u6307\u6a19\u3002<\/li>\n<li>\u900f\u904e\u66f4\u65b0\u6a19\u984c\u3001\u6e2c\u8a66\u5716\u50cf\u3001\u8abf\u6574\u63cf\u8ff0\u548c\u589e\u5f37 Google \u7522\u54c1\u5206\u985e\u4f86\u5354\u4f5c\u512a\u5316 Feed\u3002<\/li>\n<\/ul>\n<h3><a id=\"crawling-and-navigation\" class=\"anchor\" aria-hidden=\"true\"><span class=\"octicon octicon-link\"><\/span><\/a>\u722c\u884c\u548c\u5c0e\u822a<\/h3>\n<p>\u5f9e SEO \u7684\u89d2\u5ea6\u4f86\u770b\uff0c\u722c\u884c\u548c\u5c0e\u822a\u5728\u5f71\u97ff\u641c\u5c0b\u5f15\u64ce\u722c\u87f2\u7684\u9801\u9762\u767c\u73fe\u65b9\u9762\u767c\u63ee\u8457\u81f3\u95dc\u91cd\u8981\u7684\u4f5c\u7528\u3002\u53e6\u4e00\u65b9\u9762\uff0cSEM 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octicon-link\"><\/span><\/a>SEM\u3001SEO\u3001\u63d0\u5347\u4f7f\u7528\u8005\u9ad4\u9a57<\/h3>\n<p>\u7576\u9762\u5c0d\u985e\u4f3c\u7684\u51fa\u50f9\u6642\uff0cSEM \u5718\u968a\u53ef\u4ee5\u78ba\u5b9a\u54ea\u4e9b\u7522\u54c1\u5728\u641c\u5c0b\u5f15\u64ce\u7d50\u679c\u9801\u9762 (SERP) \u4e0a\u812b\u7a4e\u800c\u51fa\uff0c\u4e26\u4e14\u53ef\u80fd\u5438\u5f15\u6d41\u91cf\uff0c\u5f9e\u800c\u5e36\u4f86\u8f49\u63db\u3002\u7522\u54c1\u6d41\u91cf\u548c\u92b7\u552e\u8da8\u52e2\u662f\u62c9\u52d5\u884c\u92b7\u7ba1\u9053\u7684\u7d44\u6210\u90e8\u5206\uff0c\u901a\u5e38\u53cd\u6620\u6574\u500b\u7522\u54c1\u7cfb\u5217\u7684\u5b63\u7bc0\u6027\u9700\u6c42\u3002\u900f\u904e\u5229\u7528 SEM \u6578\u64da\uff0c\u6211\u5011\u53ef\u4ee5\u6aa2\u67e5\u7279\u5b9a\u7522\u54c1\u7684\u5831\u544a\uff0c\u4ee5\u8b58\u5225\u900f\u904e SEM \u8207\u975e SEM 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