为什么机器学习和理解搜索者的意图对搜索如此重要

Write for the user, don't get bogged down in keywords - it is all about searcher intent.为用户写，不要被关键字所困扰-一切都与搜索者的意图有关。

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. 搜索不仅涉及关键字密度和指向特定页面的链接数量，而且现在变得更加复杂。 在我们对Microsoft的Christi Olson和Fabrice Canal的采访中，关于搜索引擎领域的实战，关于SEO需要了解的有关Bing网站站长指南的内容，我们谈到了Bing如何对内容进行排名以及语义和搜索意图的重要性。

Bing: It’s all about machine learning 必应：关于机器学习

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. 微软Bing的首席项目经理Fabrice Canal说：“这全是关于机器学习的”，当我问他什么不是Bing排名因素时。他说：“因此，这全是机器学习的一种魔力，显然，工程师可以深入了解到底发生了什么。”

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. 有一种感觉，当机器学习运行搜索排名或任何模型时，您将无法调试它。 但是Fabrice说那是不正确的。他说，如果需要，“工程师可以深入了解正在发生的事情”。

Ranking factors constantly evolve 排名因素不断发展

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，如果您问他什么是重要的排名因素，他将无法告诉您，因为它一直在发展。 由于机器学习为排名提供动力，因此没有人能真正说出特定排名因素是否比另一个更为重要。 一天可能更重要，而第二天可能不重要。 Fabrice说：“那么今天标题标签的重量是多少，明天标题标签的重量是多少？这确实是机器在发展的事情，随着互联网的变化，它每天都在不断地了解， 随着内容的变化，随着客户的意图的变化，这些都是不断发展的东西。”

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. 在机器学习模型中，不仅因素的权重每天都在变化，它还会根据所使用的查询而变化。 微软福音派负责人克里斯蒂·奥尔森（Christi Olson）指出“语义意图”，她说这一切都“回到意图”。她经常看到人们在谈论关键字，但没有看到关键字背后的意图。Christi补充说，考虑“如何根据不同类型的意图创建内容”。

Optimize for intent versus keywords 针对意图与关键字进行优化

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一直对我感到困惑，即SEO必须在2020年专注于意图研究实践。我的意思是，这不仅让我感到困惑，还使Google的John Mueller感到困惑。所以我问了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给出了一个导航查询的示例，例如搜索Facebook，您可能想访问Facebook.com。但是，当您搜索电影时，而现在我们正处于大流行中，您可能不想去电影院，而是想知道如何在线观看电影。另一个例子是某人搜索“咖啡对您有好处”，对于这种类型的查询，它可能不仅是是或否的响应。Bing希望了解搜索者在键入查询时要寻找的内容，然后他们可以尝试查找最佳的内容集。克里斯蒂（Christi）解释了多角度答案，例如，必应（Bing）不仅要为您提供一个答案，还需要为您的问题提供另一种观点。

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）解释说“不要为孩子和孩子创造内容差异”，因为必应（Bing）知道孩子和孩子是同一回事。Christi说：“您无需为单词的每个规范或词干版本创建单独的内容，除非它会大大改变单词的含义。”

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. 简而言之，您用来解释不同意图的关键字可能很重要，但这与将重点传达给您用来传达消息的确切单词无关。 为用户编写正常内容，Bing和其他搜索引擎将理解它。Bing不仅会了解您的写作内容，还将使用机器学习功能根据搜索者的意图调整各个因素的权重。

 来源：Barry Schwartz