SEO Blog
2011.09.30

Google創設者の言葉から考えるSEO対策

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Googleを創設した現CEOのラリー・ページは次のように言いました。

「完璧な検索エンジンとは、ユーザーの意図を正確に把握し、

ユーザーのニーズにぴったり一致するものを返すエンジンである」

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Googleの掲げる理想

Googleはこの完璧な検索エンジンとなることを理想としています。
ですが現時点ではその条件を100%達成してはおらず、

そこに近づくために研究を重ねているという状況です。

そしてその中でも「ユーザーの意図を正確に把握する」ことはかなりの困難を極めます。

なぜなら
同じキーワードで検索したとしても、ユーザーによってその目的は大きく異なるからです。

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ユーザーの目的は千差万別

あるユーザーAは歯が痛くなり「歯医者」というキーワードで検索を行い、
また別のユーザーBはインプラント治療の相談をしたくて「歯医者」という
キーワードで検索を行なったとします。

当然同じキーワードで検索したので表示される結果も同一のものとなりますが、
ユーザーA治療を受けられる「歯医者」を探しており、
ユーザーBインプラント治療の相談が受けられる「歯医者」を探しているため、
それぞれの欲しい情報は若干異なります。

また歯を治療するという目的が一緒でも片方は北海道、
もう片方は東京の歯医者を探している場合なども欲しい情報は異なります。

このように同じキーワードで検索したとしても欲しい情報はユーザーにより様々なため、
全てのユーザーのニーズに一致させるページを返すことは非常に困難
です。
しかし検索されたからにはその結果を返さなくてはなりません。

この時Googleはどのようなサイトを表示させるのかというと、

「なるべく多くのユーザーのニーズを満たす可能性の高いサイト」

を選ぶ傾向にあります。

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Googleも企業である

ユーザーが検索をした結果表示されたページが全くの的外れだったり、
内容のスカスカなページばかりですとGoogleの信用に関わってきます。
なかなか思っているような検索結果が表示されない場合、
最悪他の検索エンジン(Bingなど)に移動されてしまうこともあります。

Googleの収益はそのほとんどが広告収入なため、信用を失うことは絶対に避けなくてはいけません。
そのために様々なアルゴリズムを駆使し、一人でも多くのユーザーのニーズを満たせる
可能性の高いページを上位表示させるのです。

実際に「歯医者」で検索すると、上位表示されているサイトは全国の歯医者を検索することができ、
さらに歯や虫歯に関するかなり詳しい情報や、口コミ、ランキング、相談室などが存在し
「歯医者」で検索したユーザーのニーズを広くカバーしているのがわかります。

他の検索キーワードでも、ただキーワードが記述されているだけでなく、キーワード自身の情報
またはそれに関係する情報が幅広く記述されているサイトのほうが上位表示される傾向にあります。
数多くのキーワードにおいてWikipediaが異様に強いのも、こういった要因があると思われます。

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コンテンツ追加=上位表示への確実な道

上記より、自分のホームページを幅広い情報が得られるように構築してしまえば、
上位表示されやすくなる
ということが導き出されます。

一度自分のサイトの対策キーワードではどのような人が
何を目的として検索することが多いのかをおさらいし、
その目的を満たすことのできるコンテンツをどんどん追加していきましょう!

例えば上記の歯医者の例で考えると、

ユーザーAに対する情報として歯医者の場所の情報が必要となります。
「歯医者」で上を目指す場合はライバル数が多いため全国規模の情報を載せる必要があり、
「歯医者 東京」で上位を目指す場合は東京の歯医者情報を充実させなくてはいけません。

またユーザーBのニーズを満たすために、新しくインプラントの相談コーナーなどを追加すると、
同じコンテンツを持たないページよりも上位に表示される可能性は高くなります。

究極の形として、他のホームページにあるコンテンツ情報をすべて含み、
なおかつ他にはない独自のコンテンツが存在するページがあれば、上位表示はまず間違いありません。
なぜなら、検索結果の1ページ目には上位10ページしか表示されません。
しかしその上位10ページ分の情報が1つのページで補えるのなら、
残りの9枠には動画やニュースなど様々な形式のページを表示することが可能となり、
すべてのユーザーのニーズを満たす究極の検索エンジンに近づくことが出来るからです。

ちなみに検索エンジンのクローラはテキストしか認識できないため、いくら画像に詳しい情報が
記述されていてもそれを認識することはできません。
コンテンツを追加する場合はテキスト形式で、最低でも250文字以上を追加するようにすると効果的です。

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今後のGoogleと共に歩むために

もちろん順位を決定する項目は内部要素だけでなく、

被リンク数などの外部要素も大きく関係しているため、
全ての検索結果において当てはまるわけではありません。

しかしGoogleが完璧な検索エンジンを目指す限り、
検索キーワードに対して詳しく記述してあるサイトの評価が高くなるのはまず間違いないでしょう。
そしてそういったサイトは検索エンジンだけでなく、
一般ユーザーにも愛されやすいサイトでもあります。

もしお持ちのサイトの情報量が少なく、なかなか上位表示されない場合は、
被リンクを追加するよりも対策キーワードに関するコンテンツの追加を御薦めいたします。

どのようなコンテンツやテキストを追加すればよいかわからないという方は、
是非株式会社DYMのSEO対策をご覧ください。
ご契約の際には、完全オリジナルのお客様のサイトにぴったりな文案をご提出させて頂きます。


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