SERP功能是搜索引擎结果页面(SERPS)的伞类别的设计元素,其中特色片段,People also ask和知识面板都属于。

该S.e features are heavily used, and they can strongly influence the search process. They can direct attention on the results page, help users modify their queries, influence their information needs, and even end tasks on the SERP itself.

本文报告的调查结果来自2016年至2019年的一系列眼科和可用性测试。

Definitions of the SERP Features

more SERP features beyond these three,谷歌(和其他网上搜索引擎)不断迭代它们。谷歌经常更改其结果页面的设计,因此您看到的Serp特征设计可能与此处介绍的设计不同,具体取决于读取的时间。

有two main reasons you should care about the design of these SERP features:

  • SEO(搜索引擎优化)是大多数网站合格流量的主要来源。要在互联网上取得成功,您必须知道人们如何使用搜索以及它们如何与SERP功能进行交互,如独立用户研究所示。
  • 搜索上your own website(或在您的Intranet上)将受到在公共搜索引擎的搜索受到严重影响JAKOB互联网用户体验的法律那which says that people spend most of their time on websites other than yours. Specifically, users’心理模型对于搜索和搜索功能如何工作将通过他们与谷歌的经验(或在他们的国家/地区的主导搜索引擎)来塑造,因此您自己的网站搜索功能应该满足大型搜索引擎创建的期望。

精选片段

精选片段are excerpts of site content that summarize an answer to a query. They are presented in a card, and may consist of a paragraph, list, table, or a video. In some cases, they include a combination of those elements.

One participant searched for说明折纸杯并使用此特色片段看到SERP。
Some featured snippets are interactive, like this one. Users can click the tags to apply new keywords and load new featured snippets without leaving the SERP. (In this example, the snippet prompts the user to search forpolishing marble,而不是简单cleaning the marble那which is a more specific query using terminology that users might not have thought of on their own.)

People Also Ask

People also askis a list of questions related to the query, presented in accordions. Each question unveils a featured snippet along with additional questions. Essentially, these are collections of featured snippets for related queries — sneak peeks into parallel SERPs.

这个People also askfeature appeared for a participant’s query,S.olar panels上roof.

Knowledge Panel

知识面板appears in the right sidebar on some SERPs. It shows attributes of entities (people, places, organizations, things), using information gathered from the web, structured databases, and other sources.

这个知识面板includes photos of the subject, a definition from Wikipedia, its scientific name, conservation status, and speed. It also displays related sea creatures in thePeople also search for部分(在知识面板的底部)。

When researching companies that they were unfamiliar with, users in our study were heavily guided by the knowledge panel. Thesecardsusually held high-level information about a company —things like the CEO, headquarters, address, and phone number.

One participant wanted to learn more about the San Francisco Museum of Modern Art. She first read the knowledge panel for the museum before moving on to the organic results.

Most knowledge panels contain important and relevant details — such as the dates of events at a concert venue or the stock price of the company.

该Roles of SERP Features

All three of these SERP features (and others not defined here) influence the user’s information-seeking process. They can:

  • Act as signposts
  • Direct the user’s attention
  • 修改查询和任务
  • Provide quick answers

表现为路标

SERP功能 - 特别是具有图像和视频缩略图的特征 - 可以承担徽标在网页上播放的角色:它们充当路标,使用户能够快速检验结果确实是他们感兴趣的实体。

One participant was trying to learn more about The Copperheads — an American political faction from the Civil War era. She googled铜头并立即意识到她有错误的一系列结果,当她看到页面顶部的蛇照片时。
She added anS.to her query, and that brought up a new set of results. The SERP features clearly signaled that it was providing results about the political faction, not the snake.

Directing Attention

在the old days of search, when SERPs were just a predictable set of text links, users tended to scan all SERPs in the same way — linearly, starting at the top of the page and only looking at a few of the top results before making a selection.

SERPs aren’t predictable anymore — any given query could bring up a unique arrangement of text results and SERP features. As a result, people don’t scan linearly as often anymore. Their scanning patterns tend to bounce around the page, moving from SERP feature, to text result, to SERP feature, in apinball pattern

这个new behavior makes sense for two reasons:

  1. SERP功能接受特殊视觉强调页面上的视觉重量。因此,他们突出并吸引了眼睛。
  2. 探索SERP功能很低互动成本,但高度预期的效益。

在the process ofinformation foraging那humans do a continuous cost–benefit analysis to decide whether the interaction cost of scanning or clicking on a result is worth their time. Users have learned that most of the time the SERP features contain the answers they’re looking for (thus, they have a high benefit). SERP features involve little interaction cost, because they don’t require an extra click, reading lengthy content, or leaving the current view.

In some cases, the SERP features received attention evenpeople had clicked a result. Several users in the eyetracking study continued to look at the knowledge panel after they had selected a result while they waited for it to load, a phenomenon we callpost-click viewing。On some occasions, the user returned to the SERP and either read the text in the knowledge panel more thoroughly or clicked on the link inside the knowledge panel.

For example, one participant selected a link from the SERP and briefly looked at the logo for the company Tyco. She later returned to the SERP and then read the knowledge panel carefully.

Modifying Queries and Tasks

查询通常是贫困的表示信息需要,这就是为什么大多数查询都非常暧昧。最近meta-analysis of 471 search queries,这平均查询长度为4个单词

我们知道最多用户在生成备用搜索时是可怕的战略。但通过SERP功能,Google可以以自然语言提出几个扩展的查询解释,并允许用户在不离开页面的情况下探索这些替代方案。这就像浏览杂货过道一样寻找类似的产品。人们不必思考新的搜索方式;他们可以简单地从计算机生成的替代方案中挑选,这更容易做到

When tasked to find information about voting requirements for her state, one participant immediately noticed Google’sPeople also ask元素,说:“这非常酷,即它具有这种简单的信息 - 这些要求是什么。我可能会考虑点击这里并查看它需要我的位置。”

点击问题的交互成本People also askis far lower than clicking on a regular result on the SERP or submitting another query. (Remember, the answer is simply expanded in situ, so there’s no extra page load.)

For complex searches that require multiple queries, the feature lets users rapidly move through variations related to the topic, all while remaining on the SERP. When one accordion is opened, Google loads more questions into the feature, usually related to the question that was clicked.

We observed multiple instances whenPeople also ask功能严重影响了用户的任务。一位参与者正在寻找让百分之弓脚皱纹的Botox注射的大致成本。她注意到了这一点人们也问特色在SERP上。一个问题阅读Is Botox safe for crows feet?这个was a question she hadn’t previously considered, so she expanded the accordion.

她的点击点击Google关于她对肉毒杆菌的安全的重要反馈,它加载了一个新的问题,What are the bad side effects of Botox?After reading that featured snippet, she decided she might not want Botox after all. She then googlednoninvasive approaches to crows feet

通过presenting related information and questions, Google can redirect users’ queries and entire tasks onto new targets.

提供快速答案

In cases where users have a simple information need, SERP features can provide a quick and easy answer. If users want an address, phone number, or definition, there’s no need for them to click to through to visit a site.Good abandonmentoccurs when users finds their answer on a SERP and decide to end their task successfully.

即使对于复杂的任务,如果用户没有高度动力或被按下时间,用户可能会满足。

例如,我们要求参与者了解为什么患有完整的抗生素过程是重要的,而不是一旦你感觉更好地停止。一个参与者谷歌剧为什么你必须完成抗生素; then he scanned the featured snippet and one of thePeople also askquestions. That was enough information for him to feel satisfied, so he ended his task there.

One participant in an eyetracking study read two snippets in these SERP features and decided he had the answer to his question. The red dots show where his eyes were fixating at that moment.

考虑内部搜索的SERP功能

如果你不能击败他们,加入他们 - 和你不能击败谷歌

Google led the charge withquery suggestions,现在他们通常是在现场搜索的预期功能。谷歌一直在尝试超过十年的SERP功能,因此用户熟悉和舒适。有些网站已经开始包括他们在其内部SERPS上的SERP功能,你可能想考虑这样做。

特别是,特色片段对摘要 - 依赖者有吸引力,可以很好地工作,以便在现场搜索。您可以手动定义常见查询的首选结果,并将那些呈现为特色片段。

例如,Encyclopedia Britannica显示了模仿Google的特色片段的最佳结果。eyetracting研究中的许多参与者扫描了这种精选的片段并选择了它。

Encyclopedia Britannica used a featured snippet on its in-site SERP.

However, some people in the study skipped over this featured result, probably because they thought it was an ad. Ignoring it wasn’t a big deal, because the same page was also presented as a traditional text result directly below the featured snippet. Users who skipped over the featured snippet just clicked the regular result.

To avoid this type ofbanner blindnessfollow Google’s lead in designing SERP features那as far as it fits with your site’s visual design. This is one of the rare cases where it may not be abad thing to copy a big site’s design那because it will help ensure that your users will recognize what they are.