向您介绍丰富网页摘要(Rich Snippets)
使用集合让一切井井有条
根据您的偏好保存内容并对其进行分类。
2009年6月15日星期一
发表者: Kavi Goel, Ramanathan V. Guha, 和Othar Hansson
发表于: 2009年5月12日星期二,下午12:00
作为一个网站管理员,您或许对您的网页和网页所表达的内容有着格外精深和独特的理解。
Google通过展示一小段网页摘要的方式来帮助用户找到所需要的网页。我们采用了多种技术手段来生成这些网页摘要,帮助用户了解他们即将访问的网页的主要内容。今天,我们发布了丰富网页摘要(Rich Snippets),这是应用在Google 算法中的一种新的网页摘要展现形式,来强调网页中的结构化数据。
丰富网页摘要帮助用户一眼就能了解搜索结果的概要信息。我们现在支持关于产品及服务评论和人物信息的数据。当搜索一种产品或服务时,用户能够很容易地看到该产品的评价和打分,当我们搜索一个人的时候,这些信息将帮助用户区分同一名字的不同人物对象。这是一个对搜索结果展示进行的并不复杂的变化,但是我们的实验却表明,用户发现这些新数据很有帮助---如果他们
在某一网页的网页摘要中看到了更有用和更相关的信息,他们更倾向于点击这个网页。现在我们
把这个成功的实验扩大,让更多的网站能参加进来。做为一个网站管理员,您可以使用标准格式结构化数据注释您的网页,从而也参加到这种新的网页摘要方式中来。
为了显示丰富网页摘要,Google会在网站的源代码中搜索那些很容易就能加入到网页中的标记格式(microformats 和 RDFa)。在大多数情况下,它就像使用一些额外的标记将您网页现有的数据包装一下那样快捷。比如,这里有从Yelp's对“Drooling Dog BarBQ”的商品评价中,在没有添加标记数据之前摘取的几行HTML代码:
现在我们为它添加了micorformats标记:
或者,也可以使用RDFa标记,这种标记同样也奏效:
通过在您的网页添加标准注释,您不仅能够使您的结构化数据适用于Google搜索结果,而且也适用于其他遵守同样标准的服务和工具。随着结构化数据在网络的普及,我们希望能为它找到更多的应用,而且我们也欣喜地发现这种可能性的确存在。
为了保证这些新数据对用户尽可能有用,在广泛收集用户反馈的同时,我们将逐渐推出新的功能,覆盖更多的网站。同时,我们将尽最大努力来监控和分析是否有个别网站在滥用这个系统,如果这种现象存在的话,我们也将马上采取行动。
如果您希望您的网站也能加入新的丰富网页摘要和并分享其他由结构化数据带来的益处的话,您可以参考这个关于结构化数据和注释的
帮助文档
。
现在,我们将回答一些您可能会提出的问题:
如果我将我的网页标记化了,是否一定保证我的网页能展示丰富网页摘要?
并不能。我们将逐渐推出这些新功能,并且我们还将一直使用我们自己的算法和政策来确定符合用户查询的更相关的网页摘要。当我们确信使用结构化数据能帮助用户更快找到所需信息的时候,我们将使用这些结构化数据。您在您的网页应用了结构化数据,您可能也会希望其他网站或工具(浏览器,电话)也能使用这种数据。您可以填写一下
这个表单
让我们了解您希望参加这个计划。
其他现存的microformats呢?除了商品评价和人物之外,你们还支持其他类型的信息么?
并不是所有的microformat都对搜索结果展示有用,但是我们计划支持更多的现有的microformats和RDFa。
我的网页数据太多了,不容易标记,怎么办?
这不是一个麻烦的问题。对于把数据融入网页摘要来说,我们并不需要所有的数据:很多数据并不适用。比如,一个网页宣称有关于某个商品的497条评论,但实际上仅有10条的具体数据,其他都是来自于其他网站。即使您将这497段数据都做了标记,我们也无法将它们都应用于一条网页摘要。为了让您能更容易地参与这项宏大的实验,我们已经定义了一些必要的集成类型:一个集成的用户评价将被用来总结所有的评价信息(评价数目,平均打分/最高分/最低分,等等)。
你们为什么要支持多种编码?
结构化数据应用的很多前期工作都集中在关于编码的讨论上。即使在Google内部,有支持microformat的声音,也有支持不同RDF编码的声音,当然也有支持我们自己编码的声音。但是在丰富网页摘要项目进行了一段之后,我们意识到网络上的结构化数据应该而且能够兼容多种不同的编码:我们希望能通过同时兼容microformat编码和RDFa编码来强化这一观念。
如未另行说明,那么本页面中的内容已根据知识共享署名 4.0 许可获得了许可,并且代码示例已根据 Apache 2.0 许可获得了许可。有关详情,请参阅 Google 开发者网站政策。Java 是 Oracle 和/或其关联公司的注册商标。
最后更新时间 (UTC):2009-06-01。
[null,null,["最后更新时间 (UTC):2009-06-01。"],[[["\u003cp\u003eGoogle is introducing Rich Snippets, a new way to display search results using structured data from web pages to provide users with more relevant information at a glance.\u003c/p\u003e\n"],["\u003cp\u003eRich Snippets currently support reviews and people-related data, allowing users to quickly see ratings and distinguish between individuals with the same name.\u003c/p\u003e\n"],["\u003cp\u003eWebsite owners can add structured data markup to their pages using microformats or RDFa, enabling Google to extract and display this information in search results.\u003c/p\u003e\n"],["\u003cp\u003eGoogle will gradually roll out Rich Snippets, using algorithms to determine relevance and monitor for any abuse of the system.\u003c/p\u003e\n"],["\u003cp\u003eGoogle supports multiple data encodings and is working to establish a common vocabulary for structured data to facilitate broader usage and application.\u003c/p\u003e\n"]]],["Google introduced Rich Snippets, enhancing search results with structured data from web pages. This feature initially supports reviews and people, providing users with summary information at a glance. Site owners can add markup formats (microformats or RDFa) to their pages to enable Rich Snippets. While not guaranteed, marked-up pages can result in Rich Snippets. Google plans to gradually expand support for more data types and encourages a common vocabulary for structured data, while also supporting multiple encodings. Abuse will result in action from google.\n"],null,["# Introducing Rich Snippets\n\nTuesday, May 12, 2009\n| It's been a while since we published this blog post. Some of the information may be outdated (for example, some images may be missing, and some links may not work anymore). For a current list of supported rich results, check the [search gallery](/search/docs/appearance/structured-data/search-gallery).\n\n\nAs a site owner, you have a unique understanding of your web pages and the content they represent.\nGoogle helps users find your page by showing them a small sample of that content---the\n\"snippet.\" We use a variety of techniques to create these snippets and give users relevant\ninformation about what they'll find when they click through to visit your site. Today, we're\nannouncing Rich Snippets, a new presentation of snippets that applies Google's algorithms to\nhighlight structured data embedded in web pages.\n\n\nRich Snippets give users convenient summary information about their search results at a glance.\nWe are currently supporting data about reviews and people. When searching for a product or\nservice, users can easily see reviews and ratings, and when searching for a person, they'll get\nhelp distinguishing between people with the same name. It's a simple change to the display of\nsearch results, yet our experiments have shown that users find the new data valuable---if they\nsee useful and relevant information from the page, they are more likely to click through. Now\nwe're beginning the process of opening up this successful experiment so that more websites can\nparticipate. As a site owner, you can help by annotating your pages with structured data in a\nstandard format.\n\n\nTo display Rich Snippets, Google looks for markup formats (microformats and RDFa) that you can\neasily add to your own web pages. In most cases, it's as quick as wrapping the existing data on\nyour web pages with some additional tags. For example, here are a few relevant lines of the HTML\nfrom Yelp's review page for \"Drooling Dog BarBQ\" before adding markup data:\n\nand now with microformats markup:\n\nor alternatively, use RDFa markup. Either format works:\n\n\nBy incorporating standard annotations in your pages, you not only make your structured data\navailable for Google's search results, but also for any service or tool that supports the same\nstandard. As structured data becomes more widespread on the web, we expect to find many new\napplications for it, and we're excited about the possibilities.\n\n\nTo ensure that this additional data is as helpful as possible to users, we'll be rolling this\nfeature out gradually, expanding coverage to more sites as we do more experiments and process\nfeedback from site owners. We will make our best efforts to monitor and analyze whether\nindividual websites are abusing this system: if we see abuse, we will respond accordingly.\n\n\nTo prepare your site for Rich Snippets and other benefits of structured data on the web, please\nsee our [documentation](/search/docs/appearance/structured-data/intro-structured-data)\non structured data annotations.\n\nQ\\&A\n----\n\nNow, time for some Q\\&A with the team:\n\n### If I mark up my pages, does that guarantee I'll get Rich Snippets?\n\n\nNo. We will be rolling this out gradually, and as always we will use our own algorithms and\npolicies to determine relevant snippets for users' queries. We will use structured data when we\nare able to determine that it helps users find answers sooner. And because you're providing the\ndata on your pages, you should anticipate that other websites and other tools (browsers, phones)\nmight use this data as well. You can let us know that you're interested in participating by\nfilling out this\n[form](https://www.google.com/support/webmasters/bin/request.py?contact_type=rich_snippets_feedback).\n\n### What about other existing microformats? Will you support other types of information besides\nreviews and people?\n\n\nNot every microformat corresponds to data that's useful to show in a search result, but we do\nplan to support more of the existing microformats and define RDFa equivalents.\n\n### What's next?\n\n\nWe'll be continuing experiments with new types (beyond reviews and people) and hope to announce\nsupport for more types in the future.\n\n### I have too much data on my page to mark it all up.\n\n\nThat wasn't a question, but we'll answer anyway. For the purpose of getting data into snippets,\nwe don't need every bit of data: it simply wouldn't fit. For example, a page that says it has\n\"497 reviews\" of a product probably has data for 10 and links to the others. Even if you could\nmark up all 497 blocks of data, there is no way we could fit it into a single snippet. To make\nyour part of this grand experiment easier, we have defined aggregate types where necessary: a\nreview-aggregate can be used to summarize all the review information (review count,\naverage/min/max rating, etc.).\n\n### Why do you support multiple encodings?\n\n\nA lot of previous work on structured data has focused on debates around encoding. Even within\nGoogle, we have advocates for microformat encoding, advocates for various RDF encodings, and\nadvocates for our own encodings. But after working on this Rich Snippets project for a while, we\nrealized that structured data on the web can and should accommodate multiple encodings: we hope\nto emphasize this by accepting both microformat encoding and RDFa encoding. Each encoding has\nits pluses and minuses, and the debate is a fine intellectual exercise, but it detracts from the\nreal issues.\n\n\nWe do believe that it is important to have a common vocabulary: the language of object types,\nobject properties, and property types that enable structured data to be understood by different\napplications. We debated how to address this vocabulary problem, and concluded that we needed to\nmake an investment. Google will, working together with others, host a vocabulary that various\nGoogle services and other websites can use. We are starting with a small list, which we hope to\nextend over time.\n\n\nWherever possible, we'll simply reuse vocabulary that is in wide use: we support the pre-existing\nvCard and hReview types, and there are a variety of other types defined by various communities.\nSites that use Google Custom Search will be able to define their own types, which we will index\nand present to users in\n[rich Custom Search results pages](https://googlecustomsearch.blogspot.com/2009/05/enabling-rich-snippets-in-custom-search.html).\nFinally, we encourage and expect this space to evolve based on new ideas from the structured data\ncommunity. We'll notice and reach out when our crawlers pick up new types that are getting broad\nuse.\n| **Update on November 1, 2009:** Check out our update on [Rich Snippets](/search/blog/2009/10/help-us-make-web-better-update-on-rich).\n\nWritten by Kavi Goel, Ramanathan V. Guha, and Othar Hansson"]]