使用ChatGPT重写元描述会导致性能下降

观察与提问

你是否曾经花了太多时间制作完美的标题标签和元描述，却发现谷歌决定在搜索结果中使用自己的版本?看到你精心挑选的单词被页面上看似随机的片段所取代，这可能会令人沮丧。这对你的网页有好处吗?我们如何编写不会被重写的元数据?ChatGPT能帮上忙吗?我们的客户团队最近问了这些问题，这促使我们创建了一个测试来帮助获得答案。

谷歌如何以及为什么重写元数据?

谷歌使用几种不同的来源来自动确定搜索结果中网页的标题和描述——这包括但不限于元描述标签和元素中的描述性信息以及页面上找到的信息。</p><p>在2020年的网站管理员中心聚会上，谷歌的约翰·穆勒提出了几个原因<a href="https://www.searchenginejournal.com/why-google-rewrites-meta-descriptions/370452/"><span>为什么谷歌可能会重写你的元描述</span></a>：</p> <ul> <li aria-level="1">写得不好的元描述，即，没有使用它来总结网页。</li> <li aria-level="1">以更准确地匹配搜索查询与网页。</li> </ul><p>元数据被重写的另一个原因是字符长度;标题的最大长度是~50-60，元描述的最大长度是~155-160。</p><p>以下是谷歌关于元数据最佳实践的资源:</p> <ul> <li aria-level="1"><a href="https://developers.google.com/search/docs/appearance/title-link"><span>标题(标题链接)</span></a></li> <li aria-level="1"><a href="https://developers.google.com/search/docs/appearance/snippet"><span>片段(元描述)</span></a></li> </ul><h3><strong><span style="font-size: 11px; color: #000000;">测试的问题</span></strong></h3><p>如果谷歌用它的算法和机器学习<a href="https://www.searchenginejournal.com/google-rewrites-meta-descriptions-over-70-of-the-time/382140/"><span>重写70%以上</span></a>元描述一定是最适合你的网页的，对吧?我们决定进行一个测试来帮助回答这个广泛的问题。首先，我们确定了更具体和可测试的研究问题:</p><p>1)谷歌改写你的元描述对你的网页有帮助吗?</p><p>2)如果我们使用超新星数据和ChatGPT来帮助编写元描述，它们会被重写得更少吗?</p><h2><strong><span style="font-size: 12px; color: #000000;">假设</span></strong></h2><p>我们假设这两个问题的答案都是“是的”，谷歌重写对性能有好处，我们可以通过首先使用ChatGPT创建更好的描述来帮助他们。事后看来，这两种观点可能是相互矛盾的，但未来还会有更多的争论。</p><h2><strong><span style="font-size: 12px; color: #000000;">测试</span></strong></h2><p>这整个测试不可能没有<a href="//www.merkalis.com/work/technology"><span>超新星</span></a>．Seer的创新团队创建了一个“谷歌正在改写我的元数据吗?”“超新星内部的仪表板，供客户团队使用。这个仪表板中的数据可以帮助我们确定谷歌更改元数据的频率，了解当谷歌为不同的搜索词提供相同的结果时，元数据是如何变化的，并揭示谷歌在提供更改元数据时从页面上的哪个位置提取内容的趋势。有了这些数据，我们进行了以下测试:</p><h3><strong><span style="font-size: 11px; color: #000000;">步骤1:调整目标和关键绩效指标</span></strong></h3><p>首先，我们定义了我们的目标是什么，以及在确定结果时我们要衡量的指标是什么。</p> <ol> <li aria-level="1">改善自然搜寻引擎结果页面(<a href="//www.merkalis.com/insights/what-are-serps"><span>搜索引擎</span></a>)的性能。KPI =<a href="//www.merkalis.com/insights/how-to-calculate-your-own-click-through-rate"><span>点击率</span></a>(CTR)</li> <li aria-level="1">让谷歌少改变我们的元数据。KPI =谷歌重写</li> </ol><p>在这个过程中，我们在样本量和时间上达成了一致。我们希望这个过程是现实的和灵活的，所以我们决定较小的样本量(~5页)和较短的时间框架(~4周)是最好的。</p><h3><strong><span style="font-size: 11px; color: #000000;">步骤2:收集数据并提出建议</span></strong></h3><p>使用上面提到的超新星仪表板(“Google是否重写了我的元数据?”)，我们设置了警报，当任何页面的描述每周更改超过10次时，警报就会向我们发出。一旦我们被告知，我们决定哪4-5页是最好的测试。</p><p><img src="//www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-9855-PM.png?width=624&height=396&name=undefined-May-22-2023-06-01-12-9855-PM.png" width="624" height="396" loading="lazy" srcset="//www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-9855-PM.png?width=312&height=198&name=undefined-May-22-2023-06-01-12-9855-PM.png 312w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-9855-PM.png?width=624&height=396&name=undefined-May-22-2023-06-01-12-9855-PM.png 624w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-9855-PM.png?width=936&height=594&name=undefined-May-22-2023-06-01-12-9855-PM.png 936w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-9855-PM.png?width=1248&height=792&name=undefined-May-22-2023-06-01-12-9855-PM.png 1248w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-9855-PM.png?width=1560&height=990&name=undefined-May-22-2023-06-01-12-9855-PM.png 1560w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-9855-PM.png?width=1872&height=1188&name=undefined-May-22-2023-06-01-12-9855-PM.png 1872w" sizes="(max-width: 624px) 100vw, 624px"></p><p>对于每个页面，我们收集了具体的数据，包括哪些关键字触发了变化，以及谷歌将哪些信息拉入serp中，以取代给定的元描述。</p><p><img src="//www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-13-2974-PM.png?width=624&height=400&name=undefined-May-22-2023-06-01-13-2974-PM.png" width="624" height="400" loading="lazy" srcset="//www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-13-2974-PM.png?width=312&height=200&name=undefined-May-22-2023-06-01-13-2974-PM.png 312w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-13-2974-PM.png?width=624&height=400&name=undefined-May-22-2023-06-01-13-2974-PM.png 624w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-13-2974-PM.png?width=936&height=600&name=undefined-May-22-2023-06-01-13-2974-PM.png 936w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-13-2974-PM.png?width=1248&height=800&name=undefined-May-22-2023-06-01-13-2974-PM.png 1248w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-13-2974-PM.png?width=1560&height=1000&name=undefined-May-22-2023-06-01-13-2974-PM.png 1560w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-13-2974-PM.png?width=1872&height=1200&name=undefined-May-22-2023-06-01-13-2974-PM.png 1872w" sizes="(max-width: 624px) 100vw, 624px"></p><p>该信息被编译并在提示后提供给ChatGPT。</p><p><img src="//www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-8344-PM.png?width=624&height=745&name=undefined-May-22-2023-06-01-12-8344-PM.png" width="624" height="745" loading="lazy" srcset="//www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-8344-PM.png?width=312&height=373&name=undefined-May-22-2023-06-01-12-8344-PM.png 312w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-8344-PM.png?width=624&height=745&name=undefined-May-22-2023-06-01-12-8344-PM.png 624w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-8344-PM.png?width=936&height=1118&name=undefined-May-22-2023-06-01-12-8344-PM.png 936w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-8344-PM.png?width=1248&height=1490&name=undefined-May-22-2023-06-01-12-8344-PM.png 1248w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-8344-PM.png?width=1560&height=1863&name=undefined-May-22-2023-06-01-12-8344-PM.png 1560w, //www.merkalis.com/hs-fs/hubfs/undefined-May-22-2023-06-01-12-8344-PM.png?width=1872&height=2235&name=undefined-May-22-2023-06-01-12-8344-PM.png 1872w" sizes="(max-width: 624px) 100vw, 624px"></p><p>新的元描述被收集并设置到我们的客户端进行审查。</p><h3><strong><span style="font-size: 11px; color: #000000;">步骤3:实施</span></strong></h3><p>然后，我们对新元描述的建议由客户端审查，并在每个网页上实现。然后我们等了四周来收集结果。</p><h2><strong><span style="font-size: 12px; color: #000000;">结果</span></strong></h2> <table style="border-collapse: collapse; table-layout: fixed; margin-left: auto; margin-right: auto; border: 1px solid #99acc2;"> <tbody> <tr> <td style="background-color: #000000; border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; color: #ffffff;">页面</span></strong></p></td> <td style="background-color: #000000; border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; color: #ffffff;">Kpi 1:点击率</span></strong></p><p style="text-align: center;"><strong><span style="font-size: 10px; color: #ffffff;">(同比)</span></strong></p></td> <td style="background-color: #000000; border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; color: #ffffff;">KPI 2:元描述变更</span></strong></p><p style="text-align: center;"><strong><span style="font-size: 10px; color: #ffffff;">(同比)</span></strong></p></td> </tr> <tr> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><span style="font-size: 10px;">1</span></p></td> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; background-color: #ffd3ad;">2.6%</span></strong><span style="font-size: 10px; background-color: #ffd3ad;">(-1.1%)</span></p></td> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; background-color: #ccf5f4;">13</span></strong><span style="font-size: 10px; background-color: #ccf5f4;">(-13)</span></p></td> </tr> <tr> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><span style="font-size: 10px;">2</span></p></td> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; background-color: #fcf0cb;">1.1%</span></strong><span style="font-size: 10px; background-color: #fcf0cb;">(-0.2%)</span></p></td> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; background-color: #ffd3ad;">12</span></strong><span style="font-size: 10px; background-color: #ffd3ad;">(+ 6)</span></p></td> </tr> <tr> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><span style="font-size: 10px;">3.</span></p></td> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; background-color: #ccf5f4;">0.4%</span></strong><span style="font-size: 10px; background-color: #ccf5f4;">(+ 0%)</span></p></td> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; background-color: #ccf5f4;">9</span></strong><span style="font-size: 10px; background-color: #ccf5f4;">(3)</span></p></td> </tr> <tr> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><span style="font-size: 10px;">4</span></p></td> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; background-color: #ccf5f4;">0.8%</span></strong><span style="font-size: 10px; background-color: #ccf5f4;">(+ 0.2%)</span></p></td> <td style="border: 1pt solid #000000;"><p style="text-align: center;"><strong><span style="font-size: 10px; background-color: #ccf5f4;">3.</span></strong><span style="font-size: 10px; background-color: #ccf5f4;">(-10)</span></p></td> </tr> </tbody> </table><p></p><p>总的来说，meta描述的修改次数减少了20次，而点击率却停滞不前。</p><p>在同一时期，同样规模的对照组，有两个或更少的元描述变化，总体上看，CTRs略有增加。</p><h3><strong><span style="font-size: 11px; color: #000000;">指出变量:</span></strong></h3> <ol> <li aria-level="1">样本大小-这是一个故意较小的测试，以保持低带宽和更快的交付时间。</li> <li aria-level="1">影响点击率的其他因素-我们知道有许多其他因素会影响点击率的变化;排名位置，标题，特色片段，竞争网站，<a href="//www.merkalis.com/insights/what-is-search-intent"><span>用户搜索意图</span></a>等。</li> <li aria-level="1">季节性——对我们来说，季度与季度之间的结果不像年与年之间的结果那么重要，因为对这个客户来说，季节性趋势变化很快，与前一年相比的数据变化更有价值。</li> </ol><h2><strong><span style="font-size: 12px; color: #000000;">结论</span></strong></h2><p>ChatGPT将有助于减少元数据的重写，但您可能不希望这样做。</p><p>对于seo和网站所有者来说，缺乏控制是很难理解的，但我们必须记住谷歌的目标，以及他们必须采取什么行动来实现这些目标，即让人们一次又一次地回来搜索。他们如何确保这一点?通过给他们有益的结果。当谷歌重写你的元数据时，他们试图使你的网站更有帮助，并根据搜索查询进行个性化设置。我们从测试结果中直接看到了这一点。</p><p>注册预言家的时事通讯，了解更多<a href="//www.merkalis.com/work/technology"><span>超新星的能力</span></a>以及我们对搜索和人工智能状态的最新测试和pov。</p></span> </article> </div> <div class=""> <div class="small-container"> <div id="hs_cos_wrapper_custom_rich_text" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> <div class="kl-rich-text"> <div></div> </div> </div> </div> </div> <div id="hs_cos_wrapper_form" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> <section class="section-two-column py-32 crosshair-t border-b mt-16"> <div class="container"> <div class="lg:grid grid-cols-2"> <div class="lg:pr-32"> <h2>我们喜欢帮助像您这样的营销人员。</h2> <p>注册我们的时事通讯以获取更新和更多信息:</p> </div> <div class="lg:pl-32"> <span id="hs_cos_wrapper_form_blog_form" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_form" style="" data-hs-cos-general-type="widget" 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