Part of the long-rumored Baidu "Aladdin" has surfaced - Baidu Search Open Platform (open.baidu.com). When chatting with webmasters during this period, most of them would ask me: Is it necessary to try this dish?
From my communication with everyone, I found that there are two issues that many people have a vague understanding of. Let me clarify them first.
1. Is it the same thing as sitemap?
To put it simply, sitemap is actually a way for search engines to "be lazy" and let webmasters take the initiative to feed them and submit the essence. This not only facilitates search engines, but also allows webmasters to get the benefits of inclusion and traffic. The search open platform is a bit like Baidu and the webmaster cooking up a dish together. Users think it is delicious, Baidu wins the applause, and the webmaster gets the users.
Specifically, compared to sitemap, the biggest difference between the search open platform is that the webmaster is highly involved - what is submitted is the formatted data of the data module rather than the page. You can specify keywords, specify display styles, specify placement, Specify frequent updates...
For webmasters, sitemap should be taken seriously, and search open platforms should also be taken seriously. There is no conflict between the two.
2. Competition for the same keyword
Assume that multiple websites have submitted their own xml files for the same keyword. How will Baidu handle it? From my observation, Baidu has a priority mechanism: resource content, update frequency, response speed, to put it bluntly, it is based on quality. as priority. If all else is equal, then judge based on the order in which you submit your application.
I would like to warn webmasters to pay attention to your keyword selection. This is a bit like doing SEO. Choose keywords that are close to the user's input habits but are popular but not widespread. It is easiest to get passed and be favored by Baidu.
Looking back, is it necessary to join this platform? In other words, what benefits can this platform bring to webmasters? Many webmasters here also have misunderstandings.
1. The search open platform allows website services to be directly face-to-face with users, and the improvement of website brand is more important than traffic. Many webmasters focus on traffic, which is realistic but short-sighted.
Make a simple assumption: if a user searches "Serie A standings" on Baidu, the search open platform will directly give the data submitted by titianitan24. What happens in this case?
From the traffic point of view: first, titian24titan24 ranks No. 1 for this keyword; second, many users do not need to click to enter titiantitan24 to complete the search process. Simply talking about traffic, you can't tell whether it is increasing or decreasing (the probability of increasing is greater).
From another perspective, the user's experience has been greatly improved. He is first grateful to Baidu, and secondly to titiantitan24. In this repeated search, the brand effect of titiantitan24 has been sublimated.
Baidu has a promotion service called Brand Zone (try searching "Dell" on Baidu), which is somewhat similar to the display method of the search open platform. What the website gains from it is actually an increase in brand value and an increase in traffic. Based on this, I suggest that webmasters who have their own long-term goals should pay more attention to the search open platform.
2. Pay attention to the green ecological construction of the Internet. From a philosophical perspective, I have always believed that in order for something to prosper, the interests of all parties involved must be taken into consideration. This is the so-called "harmony."
Let's take a look at the search open platform. Users' search experience has been improved, Baidu's service level has been improved, and webmasters have gained brand and traffic. Everyone is happy. This is how it survives.
Some webmasters said, what does a small website have to do with the ecology of the Internet? Suppose we push things to the other extreme: users are dissatisfied with search, search cannot find high-quality content, and the website cannot get traffic. This will lead to a trap. Vicious cycle.
I hope webmasters can take a broader view and make things convenient for others and themselves.
3. A salvation for vertical websites. Almost all webmasters who have joined the search open platform are from vertical websites. It is conceivable that this kind of cooperation will accelerate differentiation in various fields. Those websites that seize the opportunity and gain a bumper harvest in terms of service, content, brand, and traffic will stand out.
Open search platforms are a bad sign for vertical search. They will find that their territory is being encroached on by general search bit by bit. I remember that I had a chat with Kai-fu Lee before. A friend who was doing vertical search was very concerned about his own fate and asked whether Google would seize the territory. Kai-fu Lee said lightly, "Maybe." Perhaps, the search open platform provides one of the annotations.
Having said all that, should webmasters pay attention to Aladdin? My suggestion is: for a webmaster who has a long-term perspective, is determined to be a leader in his industry, values user experience and service, and advocates a harmonious golden mean, you Something must be done.