Write for the user, don't get bogged down in keywords - it is all about searcher intent.為用戶寫，不要被關(guān)鍵字所困擾-一切都與搜索者的意圖有關(guān)。

Search is not simply about keyword density and the number of links to a specific page, it is much more complex now. In our interview with Microsoft’s Christi Olson and Fabrice Canal, on?Live with Search Engine Land?about?What SEOs need to know about Bing Webmaster Guidelines, we spoke about how Bing ranks content and the importance of semantic and searcher intent.?搜索不僅涉及關(guān)鍵字密度和指向特定頁面的鏈接數(shù)量，而且現(xiàn)在變得更加復(fù)雜。 在我們對Microsoft的Christi Olson和Fabrice Canal的采訪中，關(guān)于搜索引擎領(lǐng)域的實戰(zhàn)，關(guān)于SEO需要了解的有關(guān)Bing網(wǎng)站站長指南的內(nèi)容，我們談到了Bing如何對內(nèi)容進(jìn)行排名以及語義和搜索意圖的重要性。

Bing: It’s all about machine learning?必應(yīng)：關(guān)于機(jī)器學(xué)習(xí)

Fabrice Canal, Principal Program Manager at Bing, Microsoft, said “it’s all about machine learning” when I asked him what is not a Bing ranking factor. “So this is all about kind of the magic of machine learning where obviously the engineers can go deep to understand exactly what is happening,” he said.?微軟Bing的首席項目經(jīng)理Fabrice Canal說：“這全是關(guān)于機(jī)器學(xué)習(xí)的”，當(dāng)我問他什么不是Bing排名因素時。他說：“因此，這全是機(jī)器學(xué)習(xí)的一種魔力，顯然，工程師可以深入了解到底發(fā)生了什么?！?/span>

There is this feeling that when machine learning is running the search rankings or any model, that you cannot debug it. But Fabrice said that is not true. He said “engineers can go deep to understand exactly what is happening” if they need to.?有一種感覺，當(dāng)機(jī)器學(xué)習(xí)運行搜索排名或任何模型時，您將無法調(diào)試它。 但是Fabrice說那是不正確的。他說，如果需要，“工程師可以深入了解正在發(fā)生的事情”。

Ranking factors constantly evolve?排名因素不斷發(fā)展

So if you ask him what is an important ranking factor, he cannot tell you because it is constantly evolving. Since machine learning is powering rankings, no one can really say if a specific ranking factor is more important than another. One day it might be more important, while the next day it might not. Fabrice said “So what is the weight today of the title tag versus tomorrow the weight of the title tag this is really things that are evolving the machine, is evolving on a day-to-day basis to understand, as the internet is changing, as the content is changing, as the intent of the customer is changing, these are things that are always evolving.”?因此，如果您問他什么是重要的排名因素，他將無法告訴您，因為它一直在發(fā)展。 由于機(jī)器學(xué)習(xí)為排名提供動力，因此沒有人能真正說出特定排名因素是否比另一個更為重要。 一天可能更重要，而第二天可能不重要。 Fabrice說：“那么今天標(biāo)題標(biāo)簽的重量是多少，明天標(biāo)題標(biāo)簽的重量是多少？這確實是機(jī)器在發(fā)展的事情，隨著互聯(lián)網(wǎng)的變化，它每天都在不斷地了解， 隨著內(nèi)容的變化，隨著客戶的意圖的變化，這些都是不斷發(fā)展的東西。”

Not only does the weight of a factor change from day-to-day in the machine learning model, it also changes based on the query being used. ?Christi Olson, Head of Evangelism at Microsoft, noted “semantic intent,” that it all “goes back to intent” she said.? ?She often sees people talking about keywords but not the intent behind the keywords. Think about “how to create content based on different types of intent,”? Christi added.?在機(jī)器學(xué)習(xí)模型中，不僅因素的權(quán)重每天都在變化，它還會根據(jù)所使用的查詢而變化。 微軟福音派負(fù)責(zé)人克里斯蒂·奧爾森（Christi Olson）指出“語義意圖”，她說這一切都“回到意圖”。她經(jīng)常看到人們在談?wù)撽P(guān)鍵字，但沒有看到關(guān)鍵字背后的意圖。Christi補(bǔ)充說，考慮“如何根據(jù)不同類型的意圖創(chuàng)建內(nèi)容”。

Optimize for intent versus keywords?針對意圖與關(guān)鍵字進(jìn)行優(yōu)化

It always confused me what Frédéric Dubut of Bing meant about?SEOs must focus on intent research practices in 2020. I mean, it didn’t just confuse me, it?confused John Mueller of Google. So I asked Fabrice and Christi about it.?Bing的FrédéricDubut一直對我感到困惑，即SEO必須在2020年專注于意圖研究實踐。我的意思是，這不僅讓我感到困惑，還使Google的John Mueller感到困惑。所以我問了Fabrice和Christi。

Fabrice gave an example of navigational queries, such as searching for Facebook, you probably want to go to Facebook.com.? But when you search for movies, and now we are in a pandemic, you probably do not want to go to the movie theater but rather maybe find out how to watch movies online.? ? Another example is someone searching for “is coffee good for you” and for this type of query, it might not just be a yes or no response.? Bing wants to? understand what the searcher is looking for when they type a query and then they can try to find the best set of content.? Christi explained the?multi-perspective answers?as an example of this, where Bing has to give you more than just one answer but another perspective for your question.?Fabrice給出了一個導(dǎo)航查詢的示例，例如搜索Facebook，您可能想訪問Facebook.com。但是，當(dāng)您搜索電影時，而現(xiàn)在我們正處于大流行中，您可能不想去電影院，而是想知道如何在線觀看電影。另一個例子是某人搜索“咖啡對您有好處”，對于這種類型的查詢，它可能不僅是是或否的響應(yīng)。Bing希望了解搜索者在鍵入查詢時要尋找的內(nèi)容，然后他們可以嘗試查找最佳的內(nèi)容集。克里斯蒂（Christi）解釋了多角度答案，例如，必應(yīng)（Bing）不僅要為您提供一個答案，還需要為您的問題提供另一種觀點。

Christi explained “do not create content variations for kids versus children,” because Bing knows that kids and children are the same thing.? “You do not need to create separate content for each canonical or stemming version of a word unless it shifts the meaning of the word substantially,” Christi said.?克里斯蒂（Christi）解釋說“不要為孩子和孩子創(chuàng)造內(nèi)容差異”，因為必應(yīng)（Bing）知道孩子和孩子是同一回事。Christi說：“您無需為單詞的每個規(guī)范或詞干版本創(chuàng)建單獨的內(nèi)容，除非它會大大改變單詞的含義?！?/span>

Write for users

In short, the keywords you use to explain different intent can matter but it is not about hyper-focusing on the exact words you use to get the message across.? Write normally for the users and Bing and other search engines will understand it. Bing will not only understand what you are writing about, but it will use machine learning to adjust the weights of individual factors based on the intent of the searcher.?簡而言之，您用來解釋不同意圖的關(guān)鍵字可能很重要，但這與將重點傳達(dá)給您用來傳達(dá)消息的確切單詞無關(guān)。 為用戶編寫正常內(nèi)容，Bing和其他搜索引擎將理解它。Bing不僅會了解您的寫作內(nèi)容，還將使用機(jī)器學(xué)習(xí)功能根據(jù)搜索者的意圖調(diào)整各個因素的權(quán)重。

?來源：Barry Schwartz