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微信小程序SEO指南发布,关键词优化竟然不是“关键”? - 小程序资讯 - 上线了sxl.cn文章来源:晓程序观察
千呼万唤始出来。
等待8个月的《微信小程序SEO指南》终于来了。
8个月前,微信上线了小程序「页面收录」能力。接入该能力后,小程序每一个页面都能被直接搜索到,且点击后能够直达该页面。比如,搜索“雪景”,就会展示页面中含有“雪景”的小程序,点击之后直达该页面。
彼时,不少开发者都用了“太震撼”三个字来形容,大呼“小程序SEO时代来了”!
但微信并没有公布小程序搜索排名标准,以及具体的SEO规则,这也让开发者们痛苦不已,没有具体的方向,做SEO只能靠“猜”。
“我们尝试了关键词优化,但没有标准,效果也就不太好”,开发者告诉晓程序观察。
有意思的是,微信刚刚发布的“指南”中,并没有提到如何进行关键词优化。
难道,微信小程序SEO真的不靠关键词优化?带着疑问,我们详细解读了这份“指南”。
一、微信小程序SEO怎么“猜”?
实际上,开发者们选择做关键词优化,并不奇怪。
因为在搜索大佬百度的SEO“传统”中,关键词优化一直都占有“举足轻重”的地位。而且,在百度小程序的SEO规则中也不例外。
“对于百度而言,关键词匹配程度是决定小程序页面能否被搜索到和排名顺序的主要决定因素,所以,关键词配置非常关键。”飞虎商联产品VP十仔告诉晓程序观察。
百度小程序后台提供了“页面设置”功能,如图所示,开发者可以给小程序每一个页面设置标题、关键词与摘要。理论上,关键词越多,越精准,被搜索到的可能性越大,排名越容易靠前。
参考百度的做法,开发者们也开始去做微信小程序SEO的关键词优化,主要有2种方式:
**1.针对文章、视频等内容或电商类小程序,开发者可以直接在小程序管理后台修改文章、视频、商品的名称和简介,增加更多关键词,**比如:热词、频率的较高的热词等;
**2.非内容类小程序页面,按照百度小程序关键词配置的逻辑,开发者可以进行“页面设置”的修改。**但是,微信小程序管理后台没有提供这一入口,所以需要在开发者工具内调整。即在开发过程中,调整标题,进行关键词优化。
比如,一家卖电影周边产品的小程序,最近电影《美丽人生》正在热映,“美丽人生”成为搜索热度词,开发者就可以将页面标题加上“美丽人生”,这样小程序就更容易被搜索到。
对于“页面设置”的关键词优化,微信小程序显然要比百度复杂很多。
此外,不少开发者也反映,微信小程序关键词优化的效果并不好。
“就是琢磨不透小程序搜索的排序规则,即使配置了很多关键词,但在模糊搜索时,却不一定能搜索得到,哪怕精准搜索,也不是都会排在第一,”「货车定位」小程序开发者告诉晓程序观察。
那么,这份新发布的“指南”为开发者指明了哪些方向?
二、微信小程序SEO,关键词优化影响不大
先来看下《小程序搜索优化指南》都包括了哪些内容。
1.微信不会收录web-view中的任何内容,且小程序里跳转的页面可被直接打开而不依赖上下文状态,页面跳转优先采用navigator组件,此外,在必要的时候才请求用户进行授权、登录、绑定手机号等;
2.页面要有清晰简洁的页面参数,且需要设置清晰的标题和页面缩略图,便于微信爬虫工具理解页面;
3.开发者可利用 sitemap 来配置引导爬虫是否抓取其小程序页面,当开发者允许微信索引时,微信会通过爬虫的形式,为小程序的页面内容建立索引,这样可以屏蔽无搜索价值的路径;
4.新增“页面路径推送能力”,开发者可以使用该接口,主动让微信收录小程序的页面信息。
值得注意的是,以上内容中,除了第2点,其他都和“关键词优化”完全无关。而且“给页面设置清晰的标题和页面缩略图”,其实并不算关键词优化的范畴。
这句话的意思是,小程序的页面标题需要足够清晰,而且得与页面内容保持一致。这样的话,用户在搜索时,该页面就更容易出现在搜索结果中,且能够更大程度匹配用户的需求。
“我们的结论是,微信小程序SEO的逻辑,并不以关键词优化为核心”,飞虎商联产品VP十仔说道。
当然,从搜索的基本原理来看,关键词的匹配程度固然重要。但对于微信而言,小程序能否被搜索到?如何排名?“关键词”这一维度或许只是很小的一个方面,还包括了其他多个维度。
经过晓程序观察的一番测试后发现,用户关注的公众号,玩过的小程序、小游戏都会影响搜索结果;此外,好友关系也是一个维度,总之,用户不同,即使输入同一关键词,其搜到的结果也是不一样的。
另外一点也值得注意,小程序接入“功能直达”能力,也利于其排名靠前,用户输入关键词后,即可直达小程序提供的相关服务页。比如,输入“快递”,与快递相关的小程序会集中展示,点击即可直达小程序页面。
不过,微信新发布的《小程序搜索优化指南》还是有一些含金量的,实际上,其更像是微信进行小程序「页面收录」的“标准”,重点在于此。
晓程序观察将其总结为三个方面:
1、小程序的页面需要满足“页面收录”的前提,包括:不能是web-view页面、可被直接打开而不依赖上下文状态,页面跳转优先采用navigator组件等等;
2、页面要有清晰简洁的页面参数,包括标题和页面缩略图等,便于微信爬虫工具理解页面,而保持页面标题和页面内容的一致,对于提高曝光也有重要的作用;
3、一个小技巧,多多使用“页面推送能力”,主动让微信收录,可极大丰富微信可以收录的内容,进而提高小程序内容的曝光机会。
综上,开发者要做好的是,满足微信搜索引擎的要求,至于其他排名技巧,还是根据开发者自己在实战过程不断摸索出来的“不成文规则或者权重方式”。
干货看完了,还有一个更重要的前提,你得拥有一个小程序!
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