On February 11, 2021, Japan time, it announced that Passage Ranking was introduced in Google.com English search. I will explain what kind of Passage Ranking is, what changes, and we have an impact on us.What is Passage Ranking?
Passage Ranking is originally a kind of Google algorithm announced at the online event "Search on 2020" as "Passage Indexing".
From Google on 2020
In this video , specific examples are stated that
Google can understand queries better and rank relevant results due to the progress of AI ・ Improvement of spermith revision
The new spell algorithm can help you find the correct results within 3 milliseconds to help you understand the context of spell mistakes.
・ When the understanding of each phrase is advanced and the search results that can display the search results closer to the user's search intention
, the content related to the user needs is very small, and the page is very small, and the page. A passage in a certain sentence is the information that the user wants to know. Google has said that with the advancement of AI, they have been able to answer these niche user needs.
As an example of Google, there are many pages that explain the "window glass" explanation page and "special film" for users' search, "How do you know if the house window glass is UV cut?" I do, but not all pages are for amateurs. At that time, it was announced in Google's new algorithm that "DIY Community Questions" found that "how to judge whether the window glass of the house is a UV cut" and can be displayed as search results.
・ Subtopic provision
search When searching for an ambiguous keyword, various content will be provided to understand subtopics that are more interested.
For example, if you search for "home exercise equipment", you will understand the relevant subtopics, such as budgets, recommended, and small space ideas, and display a wide range of content on search results pages.
Google states that these technologies improve 7 % of queries around the world.
(Translation)
Update: The Pacific Ranking has begun last afternoon for query in English in the United States. In the near future, you will come to more countries in English, and then to other countries and languages. Update this thread when these further boot occurs.
It was officially announced on February 11, 2021 as Passage Ranking. However, the only target at this time is English search .
What is the purpose of introducing Passage Ranking?
The purpose of introducing Passage Ranking is to improve the convenience of users. Google usually judges pages comprehensively and determines whether it is related to user search queries. However, depending on the site page, there are very long and multiple topics -related pages, and such pages have diminished, even if they have the content according to the user's search query. Ta. However, the introduction of this Passage Ranking (Passage Ranking) will increase the possibility that some pages will find a page that matches the search query, even on pages that look light for the entire page.
About Passage Ranking (Passage Ranking) and Related terms
When you know the functions and purpose of Passage Ranking, check the relationships on Google terms that are easy to get confused.
Passage Ranking (Passage Ranking) and Bert
Many people remember Berts to understand the clause and the detailed user intentions.
Bert is a Google coined word with the acronyms from the Bidirective Encoder Represcriptions from Transformers, and is a natural language processing developed by Google. Translated directly, it will be "two -way encoder expression from Transformers". It is difficult even in Japanese.
Simply put, Google has become more accurately understood by the introduction of BERT.
In this example, the search results before BERT understand the context of the search intention, such as "Do Brazilans need a visa when they go to the United States", from the context of "to USA (to the United States)". I can't do it, and I'm displaying a search result, "Is it necessary to have a visa when Americans go to Brazil?" After the introduction of BERT, we have returned information on the "visa necessary for travelers to visit the United States", which satisfies the search intent to know the visa necessary when traveling to the United States.
With the introduction of BERT, Google's search engines have the understanding of the context from the prepositions and the understanding of the synonyms (words that have many meanings in one word), and the display of results in line with the search intent. Can be done.
<Click here for commentary articles about Bert>
Bert is a model of natural language understanding, and with such evolution of language processing, you can also evaluate a part of the content, such as Passage Ranking. That is .
Passage Ranking (Passage ranking) and emphasis snippets
In addition, some of the pages are read, so you may feel that the Passage Ranking (Passage Ranking) and the emphasis are similar.
The emphasis snippet is a function that displays the search result by quoting the answer to the search intent from a highly relevant page.
Passage Ranking (Passage Ranking) is a ranking element that evaluates the relevance even if it is partial.
Passage Ranking (Passage Ranking) may emphasize the phrases, and the emphasized snippet -displayed page may be evaluated by the Passage Ranking (Passage Ranking). However, Google has stated both Passage Ranking and emphasized snippets as a different thing.
Passage Ranking (Passage Ranking) and Index
(Translation) This change does not mean to index individual passages regardless of the page. We are still creating page indexes, and we are considering information about the entire page for the ranking. But now, passage from the page can be regarded as an additional ranking element ...
(Translation) There is nothing specially needed for creators to do. Please keep focusing on great content with all the advice we provide
Also, since the original announcement was Passage Indexing, it became a hot topic among the SEO industry whether the index form changed However, Passage Ranking (Passage Ranking) is just a ranking element.
Google does not mention the reasons for the name change, but the change to Passage Ranking (passage ranking) was to confuse the mechanism of Bert and empowered snippets, and the index mechanism changed. It may have been to avoid the confusion of whether there is and emphasize it as a ranking element.
Passage Ranking (Passage ranking) measures? When will it be introduced in Japan?
As of September 2021, the introduction of Passage Ranking (Passage Ranking) to Japan has been confirmed. And, as the site creator does not need to change any changes, it does not mean that if you do not take any measures when it is introduced, the ranking will be adversely affected.
Passage Ranking (Passage ranking) measures? When will it be introduced in Japan?
As of September 2021, the introduction of Passage Ranking (Passage Ranking) to Japan has been confirmed. And, as the official Twitter says, "Site creators do not need to change any particular changes", if you do not take any measures when introduced, the ranking will be adversely affected. there is no.
However, the accuracy of Google's page content reading, such as Passage Ranking (Passage Ranking) and BERT, is expected to be increasing year by year, and it is expected that we will continue to focus. In the future, it will be required to create content according to the search intention of the user. To do so, it will be necessary to use not only SEO knowledge such as internal and external measures, but also marketing knowledge such as customer journey and user behavior analysis to satisfy the true demand of users.
SEO STYLE also introduces various marketing knowledge, so please refer to it.
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