what it means if you get the message that we've taken targeted action on unnatural links

指出 Google 已針對指向您網站的非自然連結採取特定處置時 您該如何處理？這又表示什麼意思？

pointing to your site. It's an interesting message and there's a little bit of nuance

這則訊息很意思 但與這部影片要探討的內容有些微差異

to this video so I wanna give you some background and maybe a little bit of historical context.

因此我要大致為您說明一下背景 或許也會提及一些前因後果

Google's primary purpose, the web spam team's primary purpose is to make sure that you just

Google 垃圾網頁管理小組的主要使命 是要確保使用者取得最佳的搜尋結果

get the best search results and that we protect users from having a bad search experience.

避免他們在搜尋資訊時遭遇不便

So first and foremost we're thinking about how do we return the best quality search results,

我們首先思考 該如何傳回最優質的搜尋結果

how do we make sure that we not return spam? So for many, many years, of course, we try

同時確保不會傳回垃圾網站 許多年來，我們盡可能嘗試改善演算法

to do as much as we can algorithmically, we've always been very upfront about that, but when

前期成效一直很好 但當演算法發生錯誤時

an algorithm fails and we're taking manual action, for many, many years what we would

我們就會採取人為介入處理行動 多年以來

do is, more or less, take action on an entire site if it looked like there was a pretty

我們會視網站的垃圾內容連結紀錄是否良好 會對整個網站適度採取介入處理行動

good history of link spam or a pretty bad history of link spam. So something that went

有的垃圾內容持續長時間、像是刻意為之

on a long time, something that looked deliberate, something that was widespread or looked concerted

有的垃圾內容分佈廣泛且內容相近 還有各種您想得到的垃圾連結

and the sorts of link spam you can imagine might be anything from paid links to blog

包括付費連結、網誌垃圾評論

comment spam to spamming forums to spamming guest books, excessive link exchanges, you

充滿垃圾內容的論壇和留言板 或是過度的連結交換

know, there's a lot of ways that people try to get links. And when we saw a lot of that

使用者有一大堆獲取連結的方式 當我們發現這種情況惡化

going on and it affected our opinion of the entire site, then you would get a slightly

並且影響整個網站的排名時 您可能就會收到一則

different message that would also say unnatural links to your site. Over time we've gotten

內容略有不同的訊息 通知您有非自然連結連至您的網站

more granular and our approaches have become more sophisticated and, so, as a result, if

我們益發細心，方法也逐漸複雜 因此，如果我們認為您的網站

we think that your site, perhaps, overall is good but there might be some bad links,

整體表現良好 但其中含有部分垃圾連結

not all bad links but a portion of bad links then we might be taking targeted action on

就算不是全部都是垃圾連結 我們仍有可能對這類連結採取指定行動

just those links and that can be bad links or links that you might not think of as typically

但這類連結當中 可能包括您並不認為屬於垃圾性質的連結

bad. So let me sort of give you a few examples of that. The same sorts of things that you

因此我要為各位列舉一些例子 如果您的網站有付費連結

would do for action against the entire site, so paid links, blog, forum, guestbook spam,

或是網誌、論壇、留言板垃圾內容 我們就會對整個網站採取行動

but also you can image widget bait, right, if your primary way of trying to get links

此外還有小工具誘餌 如果您獲取連結的主要方式

was I'm gonna produce a widget and that widget had keyword rich anchor text that pointed

是放置一個小工具 其中包含具有大量關鍵字

to a different domain and maybe the user didn't even know that they were getting that as part

並指向其他網站的錨定文字 且網站訪客可能已計入網站計數器卻不自知

of their web counter, they would be linking to something saying Mesothelioma, all those

那麼他們就會連結到不斷擴大滋生的 各種網頁中

kinds of things. Those are the sorts of links that we don't want to count. In addition,

我們並不想計算這類連結 此外

you know, we see a lot of people who, they just want content and so they're willing to

我們發現許多使用者 只想加入濫竽充數的內容

go grab content from some low quality article bank type site, they just want something that's

他們直接擷取某些劣質文庫網站中的內容 只挪用幾百個字

a few hundred words, 300 words, 500 words, whatever. So the site itself might be good.

或是 300、500 字之類的 這種網站本身可能並不屬於垃圾網站

Maybe you have a lawyer and most of the site is good but some directory he's thrown just

假設有一位律師 他的大部分網站內容皆屬優質

a bunch of, you know, article marketing type articles in there or he's promoting one particular

但我們擷取到的一部分網頁目錄 卻是一堆行銷專文

URL, you know, using these article marketing or syndication, article bank type sites or

或是透過這些行銷專文、聯合發佈、文庫網站 來提升特定網址的排名

somebody who's doing health insurance or car insurance or whatever and they're using some

又或者是有壽險、汽車險之類的專員 使用某種小工具誘餌

widget and then that link, that anchor text is very keyword rich. So that might be an

其中連結的錨定文字 含有大量關鍵字

instance when we might not take action on the entire site, so the site itself still

那麼在這個例子中 我們可能不會對整個網站採取行動

might rank normally but we might take action on some of those anchors. So you might not

因此，網站本身的排名仍會保持正常 但我們會對部分的錨點採取行動

be able to rank for the phrases that you expected to be able to rank for. Now, the other reason

因此，您可能無法繼續以詞組影響排名

why you might get this could be possibly because you weren't doing link spam per se, but, for

還有其他原因也會導致這個結果 可能是他人代您放置了垃圾性質的連結

example, suppose someone hacked someone else's site and they pointed anchor text toward your

譬如說，有人入侵了他人的網站 並將錨定文字指向您的網站

site. So maybe you were hacked or maybe they were trying to point toward some, some different

這也許是因為您的網站遭到入侵 或是駭客將連結指向您網站上的

directory on your site. Another one that we've seen is, you know, suppose you're a newspaper

其他網頁目錄 我們還發現另一種可能

and you've written something relatively nice about somebody and then it turns out later

假設您是一位報章從業人員 為某位人士撰寫較為正面的報導

that he's embezzled or he's been involved with a real estate scam or for whatever reason

但後來東窗事發，他涉嫌侵佔、參與房產詐騙案 或是其他原因

he's using a reputation management firm. So the reputation management firm might be trying

所以他開始雇請名譽控管公司 這間公司就可能會嘗試在報紙上

to push up the positive articles on a newspaper or on a news website, something like that.

或新聞網站等平台上 刊登拉抬聲望的文章

So our primary purpose has been to protect users. We haven't been worried as much with

我們的主要目的是要保護使用者 但我們先前對這類情形還不夠重視

okay, is this a link that was reputation management so someone else was trying to push this article

例如說，這個連結是名譽控管公司放置的嗎？ 有其他人嘗試拉抬這篇文章？

up or was this someone who is doing paid link spam or something like that? We've just said,

還是有人在放置付費垃圾連結？ 剛剛提到過

okay, we don't want these specific links to count. So it hasn't been the case that we've

我們不想計入這類特定連結

necessarily put it in terms of, okay, we think these are bad links or we think that these

所以這還不算是我們必須處理的情況 這些連結可能是垃圾連結

are links that are, you know, not intentional or not intended to push you up higher on your

動機可能不是要促使您的排名提升

own maybe it's just some other third party trying to push things; either way we're not

也可能是有第三方想拉抬某些事物的見光度

trusting these links. So that's a little bit about why you might get that message. So now

但無論是哪種可能性，我們都無法信任這些連結 所以您才會收到這則訊息

the question is what to do about it. So the most simple thing to do is download your links,

問題是您該怎麼處理呢？ 最簡單的步驟，就是下載您的連結

uh, Google now allows you to sort by most recent links so certainly that's the place

Google 現在允許您依時間順序排列連結 我們可以從這裡開始著手

where I would start, you know, if you get this message and it's something that just

如果您收到這則訊息 表示其中所述的情形剛發生

happened and we're only sending this to a very small number of sites, so, at least right

而且只有極少數的網站會接到這類訊息

now, less than 10 sites a day are getting this sort of message. But if you do get this

至少目前 每天只有少於 10 個網站會接到這類訊息

message maybe that's a good time to say, "Okay, what kind of links have I been getting recently?

您收到這則訊息時 可能會想「最近有什麼連結連到我這？

Was I accidentally spamming somebody? Was my SEO trying to do some widget bait or something

我不小心對其他人濫發垃圾內容嗎？ 我的 SEO 嘗試以小工具誘餌

like that to get links?" And if that's the case try to get those links taken down, you

或其他途徑騙取連結嗎？」 如果發生這種情況，請先嘗試移除這些連結

know; if you've posted articles or whatever, try to get those articles taken down. A couple

如果您張貼了文章或其他內容 則請移除文章

of things that are new and a lot of what I've been talking about have been covered in a

我剛剛提到的許多做法都是新推行的 請參閱最近張貼的網誌文章

recent, relatively recent, blog post and we'll have a link to that from this video, but there

我們會在這部影片中提供文章連結

are a couple things that are new since that blog post. So, the first one is, we're trying

但在網誌文章發表後 我們又推出了許多更新的做法

to work harder to actually show you an example of the links that we're not trusting anymore.

首先，我們盡可能為您具體指出一些例子 讓您知道我們我們繼續信任哪些連結

So a lot of people were frustrated because they're like, "Okay, you say you're taking

許多使用者都感到挫折，認為 「Google 要對我網站上的連結採取指定行動

targeted action on links to my site but I don't know which links they are so I don't

但我根本不知道是哪些連結有問題

know where to start looking." And that was fair feedback and we appreciated that so we've

也不知道該從何處著手」 我們很感謝這些中肯的意見

been trying to work on a way whereby when we say we don't trust some links we're gonna

我們一直設法找出某種方式 能夠在我們不信任某些連結時

try to show you one, two maybe three examples of what the sort of links are that we don’t

為您指出一些我們不信任的連結類型 至少一兩個

trust and that will help to guide you in the right direction to take those links down.

這樣將有助於指示您順利移除這些連結

First and foremost, you should be trying to get those links down and take the pages down

首先，建議您移除這些連結 以及含有這些連結的網頁

that have those links, you know, talk to different webmasters and say, "Hey, you know, could

接著，請與其他網站管理員聯絡

you remove this widget" or whatever it is. I would very much like to see people do a

提出「煩請移除這個小工具好嗎」這類要求 我們非常樂見使用者為此持續努力

long sustained effort on that but if you've contacted webmasters multiple times, you're

但如果您與網站管理員聯絡多次仍未果 或是他們並未回應

not able to get in touch with them, you can't get them to reply and no matter what you just

或因任何原因而無法迅速移除這些連結

can't get that link quite pulled down, then you can use the second thing that's relatively

那麼您就可以採取第二個步驟

new and that is the Disavow links tool that we just launched not that long ago. So what

也就是我們不久前才推出的 「禁止」連結工具

does this mean? The Disavow links tool will have a link with more information about Disavow

功能是什麼？ 「禁止」連結工具會提供一個連結

but I'll give you a very high level summary. What it allows you to do is tell Google, "I

其中包括更詳細的功能資訊 但我會向您大致簡述摘要

would like you to ignore these links". So you have a list of them from this URL, from

這個工具可讓您告知 Google 「我想忽略這些連結」

this URL, you can even say from this entire domain, don't trust any links from this domain

您可以依網址、甚至整個網域列出清單 設定不要信任這個網域連往您網站的任何連結

to my site. So, if Google has been taking action on your site because there are some

如果 Google 無法信任您網站上的部分連結 而非所有連結

links, not all links, but some links that we don't wanna trust, hopefully you'll be

因而對您的網站採取行動

able to see a few examples and then based on that you can go and look through your downloaded

您可以查看部分例子 藉此檢查您下載的連結

links and sort of figure out what the other links are like that and then get as many of

並且大致找出其他同類型的連結

them pulled down and then the ones that you can't get pulled down you can go ahead and

然後將這些連結移除 或使用「禁止」連結工具處理無法移除的連結

use the Disavow links tool and say, "Okay, I've tried my best, I can't get them pulled

您可以這樣想 「我盡力了，雖然無法將連結全部移除

down, here are the links that I'd like Google to ignore." And that's the sort of thing that

但至少可以請 Google 予以忽略」

should help with this particular action and then when you do a reconsideration request

這項特定操作應可協助您處理這類情形

just make sure to document that as well as possible how you think the links got there,

然後，如果您想要求重新審查網站 請盡可能附上詳盡資料

what the situation was, what you've done to clean it up, you know, if you have Disavowed

包括您認為連結指向何處、當時狀況為何 以及您的清除方式等

some links then mention that too just make sure the people have the context. But that,

如果您禁止了部分連結 請對使用者說明原因

hopefully, gives you a little bit of background on the fact that Google used to take action

我向各位稍微介紹一下背景資訊 Google 以前採取行動時

at a more coarse level, at the domain level, as we've gotten more sophisticated we're more

作法較為粗糙，以網域層級為處理單位 但我們如今採取更複雜的作法

likely to say perhaps individual links don't count and that doesn't have to be a bad thing

不一定會計入個別連結 假設有一家名譽控管公司

if a reputation management firm is pointing to one article on your site, it's not the

將連結指向您網站上的文章 請不要太擔心

end of the world. But if it's something you're concerned about or that you're worried about

這並不是世界末日 但如果您有所顧慮

or that you've seen some examples that Google have been giving that look like, you know,

或是對於 Google 指出的部分例子感到憂心

anything from hacked sites, to widget bait, to paid links then it is worth trying to get

例如來自遭入侵的網站、連至小工具誘餌的連結 或是連至付費連結的連結

those links pulled down and then failing that, investigate the Disavow tool and see whether

建議您將這類連結移除 並透過「禁止」工具予以調查

it will work for you. Hope that helps.

看看是否可解決問題 希望對您有所幫助