出口电商卖家该怎么样利用好谷歌照片进行引流？
<img src="https://p3-sign.toutiaoimg.com/pgc-image/RYu5inWALD0L1z~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725950990&x-signature=J5%2BssC2iqlwgyN%2FUDP5Tr6oYGuI%3D" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>eMarketer的数据，大约四分之三的美国互联网用户会在购买之前经常或总是搜索视觉内容，<span style="color: black;">仅有</span>3%的人从未<span style="color: black;">这般</span>做过，<span style="color: black;">由于</span><span style="color: black;">制品</span>图像能为在线购物的潜在客户创造积极的购买体验。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">许多专家都认为，<span style="color: black;">制品</span>要是有精心拍摄的专业图像<span style="color: black;">能够</span><span style="color: black;">帮忙</span>减少客户的迟疑，从而<span style="color: black;">加强</span>订单转化率并降低退货率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>Jumpshot和Moz的数据，谷歌<span style="color: black;">照片</span>搜索份额约占整体搜索量的26%。优化过的<span style="color: black;">制品</span>图像<span style="color: black;">能够</span>使电子商务网站更好获取新客户，<span style="color: black;">供给</span>实时更新的<span style="color: black;">制品</span>和准确的<span style="color: black;">制品</span>信息（如图像）是为买家<span style="color: black;">供给</span>优良购物体验的关键。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">便是</span><span style="color: black;">为么</span>谷歌<span style="color: black;">照片</span>（Google Images）能带来高质流量的<span style="color: black;">原由</span>。 </p>谷歌<span style="color: black;">照片</span>有何变化<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌与Getty Images合作，为谷歌<span style="color: black;">照片</span>的用户创建新的搜索结果体验，谷歌宣布对图像搜索进行了两项重大更改，这些变动改变了Google<span style="color: black;">表示</span><span style="color: black;">照片</span>以及将流量引导到图像发布者处的方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌删除了“查看<span style="color: black;">照片</span>”选项，并将其替换为“<span style="color: black;">拜访</span>网站”，理论上将流量从谷歌搜索转移到图像发布者的网站，谷歌的<span style="color: black;">关联</span>工作人员Danny Sullivan在推文中证明了这一点：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYzvDIrED38TEp~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725950990&x-signature=xZRz8kvS34k2m9NKUnhZODbiirg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">据<span style="color: black;">认识</span>，电子商务营销专业人员有巨大的机会，能够<span style="color: black;">经过</span>谷歌<span style="color: black;">照片</span>搜索创建新的或更好的获客<span style="color: black;">途径</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以下几种<span style="color: black;">办法</span><span style="color: black;">能够</span>优化你的<span style="color: black;">制品</span><span style="color: black;">照片</span>，并在谷歌搜索中将<span style="color: black;">照片</span>编入索引，以<span style="color: black;">得到</span><span style="color: black;">拥有</span>购买意愿的高质量流量。 </p>1、优化<span style="color: black;">照片</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">描述性文件名是让搜索引擎能找到<span style="color: black;">制品</span>图像的关键。<span style="color: black;">另外</span>，你还需要添加优化过的alt文本，<span style="color: black;">照片</span>的alt属性是电商网站很重要的内容，<span style="color: black;">能够</span><span style="color: black;">做为</span><span style="color: black;">照片</span><span style="color: black;">没法</span>加载时的<span style="color: black;">解救</span><span style="color: black;">办法</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌还<span style="color: black;">运用</span>alt文本来识别谷歌网站管理员团队已确认的<span style="color: black;">照片</span>内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个很好的例子是下面这款手表的<span style="color: black;">制品</span><span style="color: black;">照片</span>命名方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如下面的手<span style="color: black;">暗示</span>例所示，<span style="color: black;">倘若</span>有人搜索“gunmetal watch（青铜色手表）”，会<span style="color: black;">发掘</span>这款手表在谷歌<span style="color: black;">照片</span>搜索的自然搜索结果中排名<span style="color: black;">第1</span>，这<span style="color: black;">重点</span>是<span style="color: black;">因为</span>图像命名正确且<span style="color: black;">运用</span>了alt文本。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYzvDJIEUilmJJ~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725950990&x-signature=2FAy6Y81BsQAtFdhAIy7aWqDVnM%3D" style="width: 50%; margin-bottom: 20px;">2、<span style="color: black;">运用</span>架构标记图像<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用</span>结构化标记来实现的<span style="color: black;">制品</span>图像和<span style="color: black;">制品</span>属性，<span style="color: black;">能够</span>让品牌在潜在搜索者用谷歌搜索想要购买的<span style="color: black;">制品</span>或是<span style="color: black;">包括</span>你所<span style="color: black;">营销</span><span style="color: black;">制品</span>的<span style="color: black;">照片</span>的<span style="color: black;">同期</span>，吸引<span style="color: black;">她们</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>你要保持<span style="color: black;">制品</span>信息的准确性和<span style="color: black;">鲜嫩</span>度，以便用户找到<span style="color: black;">关联</span><span style="color: black;">制品</span>，利用结构化标记<span style="color: black;">能够</span>使谷歌<span style="color: black;">照片</span><span style="color: black;">作为</span>你店铺的展示窗口。<span style="color: black;">因此呢</span>电子商务品牌或零售商都需要向网站添加结构化数据标记，以此<span style="color: black;">保证</span>谷歌能够识别<span style="color: black;">制品</span><span style="color: black;">照片</span>和<span style="color: black;">关联</span>属性。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌<span style="color: black;">意见</span>卖家在<span style="color: black;">制品</span>页面中添加标记，以便<span style="color: black;">能够</span>在<span style="color: black;">海量</span>谷歌<span style="color: black;">或</span>是谷歌<span style="color: black;">照片</span>的搜索结果中<span style="color: black;">供给</span><span style="color: black;">仔细</span>的<span style="color: black;">制品</span>信息，<span style="color: black;">这般</span>高意图搜索者就<span style="color: black;">能够</span>查看搜索结果中<span style="color: black;">表示</span>的<span style="color: black;">制品</span>价格、库存<span style="color: black;">情况</span>和评论评分。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用</span>了结构化标记注释<span style="color: black;">制品</span>信息的电商网站，可在Google Search Console的新功能“<span style="color: black;">制品</span>”查看数据报告。此报告<span style="color: black;">准许</span>用户查看网站上标记存在的问题，问题<span style="color: black;">处理</span>后，用户<span style="color: black;">能够</span><span style="color: black;">运用</span>报告来抓取有问题的网页来验证问题<span style="color: black;">是不是</span>成功<span style="color: black;">处理</span>。</p>3、在谷歌搜索和谷歌<span style="color: black;">照片</span>中<span style="color: black;">表示</span>商品信息<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">另一件要<span style="color: black;">保证</span>的事情是你的<span style="color: black;">制品</span>在谷歌搜索和谷歌<span style="color: black;">照片</span>中显示的信息是准确的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌<span style="color: black;">制品</span><span style="color: black;">新闻</span>近期<span style="color: black;">出现</span>了变动，你<span style="color: black;">此刻</span><span style="color: black;">能够</span>实时更新你的<span style="color: black;">制品</span>信息，以匹配来自高意图搜索者或买家的<span style="color: black;">关联</span>搜索。<span style="color: black;">针对</span><span style="color: black;">期盼</span>实时正确<span style="color: black;">表示</span><span style="color: black;">制品</span>信息（如图像）的零售品牌和营销商而言，谷歌<span style="color: black;">制品</span><span style="color: black;">新闻</span>的更新非常有用。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户<span style="color: black;">此刻</span><span style="color: black;">能够</span><span style="color: black;">容易</span>地将<span style="color: black;">她们</span>的<span style="color: black;">制品</span>信息和<span style="color: black;">照片</span>上传到谷歌的Merchant Center，使其能够在谷歌的网页和<span style="color: black;">照片</span>搜索结果中立刻得到展示。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">制品</span>信息（如图像）是<span style="color: black;">按照</span><span style="color: black;">制品</span>与用户搜索关键词的<span style="color: black;">关联</span>性高低程度进行排名，重要的是，这是免费的。此功能<span style="color: black;">此刻</span>可供美国品牌<span style="color: black;">运用</span>，<span style="color: black;">将来</span><span style="color: black;">亦</span>即将在其他国家和地区推出。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYzvDJa8wOJgtp~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725950990&x-signature=XwrMittvqpXr1ayLIRQ8Bjq8JDg%3D" style="width: 50%; margin-bottom: 20px;">4、在谷歌Knowledge Cards（知识卡）中<span style="color: black;">表示</span><span style="color: black;">制品</span>图像<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在企业品牌和<span style="color: black;">制品</span>信息方面，谷歌给了制造商更多的自主权。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>自主制造<span style="color: black;">制品</span>、原始设备制造商（OEM）及B2B<span style="color: black;">机构</span>而言，<span style="color: black;">制品</span>图像能够在谷歌中得到准确的展示，<span style="color: black;">针对</span><span style="color: black;">她们</span>的<span style="color: black;">制品</span>和整体品牌知名度至关重要。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌近期发布的另一项声明是，用户<span style="color: black;">能够</span><span style="color: black;">经过</span>Google Manufacturer Center（制造商中心）更新<span style="color: black;">制品</span>信息（如图所示）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户<span style="color: black;">此刻</span><span style="color: black;">能够</span>更新<span style="color: black;">制品</span>说明、变体以及可在<span style="color: black;">制品</span>信息上<span style="color: black;">表示</span>的图像和视频等内容。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYzvDJpB1gG5XC~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725950990&x-signature=WIq9rdoBQ0pk%2FG2PuI2BWE5rr88%3D" style="width: 50%; margin-bottom: 20px;">5、利用客户<span style="color: black;">得到</span>真实的图像<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">利用用户生成的内容<span style="color: black;">能够</span>用来<span style="color: black;">加强</span>品牌的信任度和转化率，<span style="color: black;">因此呢</span>你要在网站中添加客户<span style="color: black;">照片</span>。鼓励你的客户将<span style="color: black;">她们</span>的图像（与你的<span style="color: black;">制品</span><span style="color: black;">一块</span>）发布到Facebook和Instagram等平台，<span style="color: black;">而后</span>将这些<span style="color: black;">照片</span>重新用于你的<span style="color: black;">制品</span>和付款页面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如下面这个品牌，它鼓励客户参与并在<span style="color: black;">全部</span>购物者之旅中分享<span style="color: black;">她们</span>的UGC（用户产生的内容）：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RYzvDoY6N9Puej~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725950990&x-signature=CP8%2BydJ9Mcq2bFJTH0l7hqEPGHc%3D" style="width: 50%; margin-bottom: 20px;">6、压缩图像<span style="color: black;">体积</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，你要<span style="color: black;">保证</span>图像加载速度够快，针对加载速度进行优化。有许多工具，如TinyPNG，<span style="color: black;">能够</span>用来压缩图像<span style="color: black;">体积</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，大<span style="color: black;">都数</span>托管平台都<span style="color: black;">供给</span>内容分发网络服务以实现快速加载，对文件<span style="color: black;">体积</span>进行优化能<span style="color: black;">加强</span><span style="color: black;">照片</span>被谷歌<span style="color: black;">照片</span>编制索引的几率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（编译/雨果网 陈杰）</p>
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真情实感，其含义为认真了、走心了的意思，是如今的饭圈常用语。 回顾过去一年，是艰难的一年；展望未来，是辉煌的一年。
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