# Search Essentials — 技术要求总览

> 来源：Google Search Central (https://developers.google.com/search/docs/essentials.txt)

---

* Ranking and search appearance
  ** Visual Elements gallery  **
  ** Title links  **
  ** Snippets  **
  ** Images  **
  ** Videos  **
  ** Structured data  **
  ** Favicons  **

  * Site-specific guides
  ** Ecommerce  **
  ** International and multilingual sites  **

  * Data analysis
  ** Get started with Search Console  **
  ** Debug traffic drops  **
  ** Using Search Console and Google Analytics data for SEO  **
  ** Get started with Google Trends  **

[ Support ](https://developers.google.com/search/help) [ Blog ](https://developers.google.com/search/blog) [ What's new ](https://developers.google.com/search/news)

  ** All updates  **
  ** Documentation updates  **
  ** Ranking updates  **
  ** New YouTube videos  **
  ** Recent podcast episodes  **

[ Events ](https://developers.google.com/search/events) [ Case studies ](https://developers.google.com/search/case-studies)

`/`

  * English
  * Deutsch
  * Español
  * Español – América Latina
  * Français
  * Indonesia
  * Italiano
  * Polski
  * Português – Brasil
  * Tiếng Việt
  * Türkçe
  * Русский
  * العربيّة
  * हिंदी
  * ภาษาไทย
  * 中文 – 简体
  * 中文 – 繁體
  * 日本語
  * 한국어

Sign in

  ** Documentation **

[Search Console](https://goo.gle/searchconsole)

[ ](https://developers.google.com/search)

  ** Google Search Central **

  ** Documentation  **
    * More 
  ** Support  **
  ** Blog  **
  ** What's new  **
    * More 
  ** Events  **
  ** Case studies  **

  **Introduction**
  * Search Essentials

    **Overview**
    **Technical requirements**
    **Spam policies**

  * SEO fundamentals

    **SEO Starter Guide**
    **How Google Search works**
    **Creating helpful, reliable, people-first content**
    **Do you need an SEO?**
    **Maintaining your site's SEO**
    **Developer's guide to Search**
    **Get your website on Google**
    **Guidance on using generative AI**

  * Crawling and indexing

    **Overview**
    **File types Google can index**
    **URL structure**
    **Links**
    * Sitemaps

      **Learn about sitemaps**
      **Build and submit a sitemap**
      **Manage sitemaps with sitemap index file**
      * Sitemap extensions

        **Image sitemaps**
        **News sitemaps**
        **Video sitemaps and alternatives**
        **Combining sitemap extensions**

    * Crawler management

      **Ask Google to recrawl your URLs**
      **Troubleshoot crawl errors**
      * Google crawlers

        **List of Google crawlers**
        **Googlebot**
        **Reduce the Google crawl rate**
        **Verifying Googlebot and other Google crawlers**

    * robots.txt

      **Introduction to robots.txt**
      **How Google interprets the robots.txt specification**

    * Canonicalization

      **What is URL canonicalization**
      **How to specify a canonical URL with rel="canonical" and other methods**
      **Fix canonicalization issues**

    **Mobile site and mobile-first indexing**
    * AMP

      **AMP on Google Search guidelines**
      **Understand how AMP works in search results**
      **Enhance AMP content**
      **Validate AMP content**
      **Remove AMP content**

    * JavaScript

      **Understand the JavaScript SEO basics**
      **Fix search-related JavaScript problems**
      **Fix lazy-loaded content**
      **Dynamic rendering as a workaround**

    * Page and content metadata

      **Page metadata**
      * Meta tags

        **Meta tags and HTML attributes that Google supports**
        **Robots meta tag, data-nosnippet, and X-Robots-Tag**
        **noindex**

      **rel attributes**

    * Removals

      **Control what you share with Google**
      **Page removals**
      **Image removals**
      **Redacted information**

    * Site moves and changes

      **Redirects and Google Search**
      * Site moves

        **Changing your hosting**
        **Move a site with URL changes**

      **A/B testing**
      **Temporarily pause or disable a website**

  * Ranking and search appearance

    **Overview**
    **AI features**
    **Byline dates**
    **Favicons**
    **Featured snippets**
    **Flexible Sampling**
    **Google Discover**
    **Images**
    * Local features

      **Business details**
      **Top Places List**
      **Opting out of local search results**

    * Page experience

      **Understanding page experience**
      **Core Web Vitals**
      **Interstitials and dialogs**
      **Get started with signed exchanges on Google Search**

    **Preferred sources**
    * Ranking systems

      **A guide to Google Search ranking systems**
      **Reviews system**

    * Ranking updates

      **List of ranking updates**
      **Core updates**
      **Spam updates**

    **Site names**
    **Sitelinks**
    **Snippets**
    * Structured data

      **Understand how structured data works**
      **Structured data general guidelines**
      **Enriched search results**
      **Generate structured data with JavaScript**
      * Feature guides

        **All structured data features**
        **Article**
        **Book actions**
        **Breadcrumb**
        **Carousel**
        **Course list**
        **Dataset**
        **Discussion forum**
        **Education Q&A**
        **Employer aggregate rating**
        **Fact check**
        **Event**
        **FAQ**
        **Image metadata**
        **Job posting**
        **Local business**
        **Math solver**
        **Movie carousel**
        **Organization**
        * Shopping

          **Overview**
          **Product snippet**
          **Merchant listing**
          **Variants**
          **Loyalty program**
          **Merchant return policy**
          **Merchant shipping policy**

        **Profile page**
        **Q&A**
        **Recipe**
        **Review snippet**
        **Software app**
        **Speakable**
        **Subscription and paywalled content**
        **Vacation rental**
        **Video**

    **Title links**
    * Translated features

      **Translated results**
      **Ad networks and translation-related Google Search features**

    **Videos**
    **Visual Elements gallery**
    * Web Stories

      **Enable Web Stories on Google**
      **Best practices for creating Web Stories**
      **Web Story content policy**

    * Early Adopters Program

      **Package tracking**
      **Structured data carousels (beta)**

  * Monitoring and debugging

    **Debug drops in Search traffic**
    * Monitor with Search Console

      **Get started with Search Console**
      **Improve SEO with a bubble chart**
      **Using Search Console and Google Analytics data for SEO**

    * Debug with search operators

      **Overview**
      **site: search operator**
      **Google Images search operators**

    * Preventing and monitoring abuse

      **Overview**
      **Prevent user-generated spam**
      **Malware and unwanted software**
      **Prevent a malware infection**
      **Social engineering (phishing and deceptive sites)**
      **Google Safe Browsing Repeat Offenders Policy**

    **Get started with Google Trends**

  * Site-specific guides

    * Ecommerce

      **Overview**
      **Where content can appear**
      **Share product data**
      **Include structured data**
      **Launch a new website**
      **Write high quality reviews**
      **Design a URL structure**
      **Ecommerce site structure**
      **Pagination, incremental page loading, and Search**

    * International and multilingual

      **Overview**
      **Managing multi-regional and multilingual sites**
      **Tell Google about localized versions of your page**
      **How Google crawls locale-adaptive pages**

    * Explicit content

      **Guidelines for sites with explicit content**
      **What to do if your site is incorrectly flagged as explicit**

  * SEO fundamentals 
  ** Introduction  **
  ** Search Essentials  **
  ** SEO Starter Guide  **
  ** How Google Search Works  **
  ** Do you need an SEO?  **
  * Crawling and indexing 
  ** Sitemaps  **
  ** robots.txt  **
  ** Meta tags  **
  ** Crawler management  **
  ** Removals  **
  ** Canonicalization  **
  ** Redirects  **
  ** JavaScript SEO  **
  * Ranking and search appearance 
  ** Visual Elements gallery  **
  ** Title links  **
  ** Snippets  **
  ** Images  **
  ** Videos  **
  ** Structured data  **
  ** Favicons  **
  * Site-specific guides 
  ** Ecommerce  **
  ** International and multilingual sites  **
  * Data analysis 
  ** Get started with Search Console  **
  ** Debug traffic drops  **
  ** Using Search Console and Google Analytics data for SEO  **
  ** Get started with Google Trends  **

  ** All updates  **
  ** Documentation updates  **
  ** Ranking updates  **
  ** New YouTube videos  **
  ** Recent podcast episodes  **

  ** Home **
  ** Search Central **
  ** Documentation **

Send feedback 

# Google Search Essentials

The Google Search Essentials make up the core parts of what makes your web-based content (web pages, images, videos, or other publicly-available material that Google finds on the web) eligible to appear and perform well on Google Search: 

  * Technical requirements: What Google needs from a web page to show it in Google Search.
  * Spam policies: The behaviors and tactics that can lead to lower ranking or being completely omitted from Google Search results.
  * Key best practices: The main things that can help improve how your site appears in Google Search results.

It doesn't cost any money to appear in Google Search results, no matter what anyone tries to tell you. It's important to note that just because a page meets all of these requirements and best practices, doesn't mean that Google will crawl, index, or serve its content. Learn more about [How Search Works](/search/docs/fundamentals/how-search-works). 

##  Technical requirements 

The [technical requirements](/search/docs/essentials/technical) cover the bare minimum that Google Search needs from a web page in order to show it in search results. There are actually very few technical things you need to do to a web page; most sites pass the technical requirements without even realizing it. 

##  Spam policies 

The [spam policies](/search/docs/essentials/spam-policies) detail the behaviors and tactics that can lead to a page or an entire site being ranked lower or completely omitted from Google Search. Sites that focus on providing the best content and experience for people and uphold the spirit of our principles are more likely to do well in Google Search results.

##  Key best practices 

While there are many things you can do to [improve your site's SEO](/search/docs), there are a few core practices that can have the most impact on your web content's ranking and appearance on Google Search: 

  **Create helpful, reliable, people-first content**.
  * Use words that people would use to look for your content, and place those words in prominent locations on the page, such as the [title and main heading](/search/docs/appearance/title-link#page-titles) of a page, and other descriptive locations such as [alt text](/search/docs/appearance/google-images#use-descriptive-alt-text) and link text.
  **Make your links crawlable** so that Google can find other pages on your site via the links on your page.
  * Tell people about your site. Be active in communities where you can tell like-minded people about your services and products that you mention on your site.
  * If you have other content, such as [images](/search/docs/appearance/google-images), [videos](/search/docs/appearance/video), [structured data](/search/docs/appearance/structured-data/intro-structured-data), and [JavaScript](/search/docs/crawling-indexing/javascript/javascript-seo-basics), make sure you're following those specific best practices so that we can understand those parts of your page too.
  * Enhance [how your site appears](/search/docs/appearance/visual-elements-gallery) on Google Search by enabling features that make sense for your site.
  * If you have content that shouldn't be found in search results or you want to opt out entirely, use the appropriate method for [controlling how your content appears in Google Search](/search/docs/crawling-indexing/control-what-you-share).

Send feedback 

Except as otherwise noted, the content of this page is licensed under the [Creative Commons Attribution 4.0 License](https://creativecommons.org/licenses/by/4.0/), and code samples are licensed under the [Apache 2.0 License](https://www.apache.org/licenses/LICENSE-2.0). For details, see the [Google Developers Site Policies](https://developers.google.com/site-policies). Java is a registered trademark of Oracle and/or its affiliates.

Last updated 2025-12-10 UTC.

Need to tell us more?  [[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-12-10 UTC."],[],["Google Search Essentials outline how web content can appear and perform well in Google Search. Key actions include meeting technical requirements, adhering to spam policies, and following best practices. Best practices include creating helpful content, using relevant keywords, ensuring links are crawlable, promoting the site, and optimizing various content types like images and videos. Controlling what appears on Google Search, and enhancing the site's visual elements, are also recommended. Appearing in Google Search results is free.\n"]] 

  ** LinkedIn  **

Join us on LinkedIn

  ** YouTube  **

Watch our videos

  ** Blog  **

Subscribe to our RSS feed

  ** Podcast  **

Listen to Search Off the Record

  ** X (Twitter)  **

Join us on X (Twitter)

  * ### Get support

    ** Go to the help forum **
    ** Submit a question for office hours **
    ** Report spam, phishing, or malware **
    ** More support resources **
  * ### Resources

    ** Do you need an SEO? **
    ** SEO Starter Guide **
    ** Status of Search systems **
    ** Search Console documentation **
    ** Case Studies **
  * ### Tools

    ** Search Console **
    ** Rich Results Test **
    ** PageSpeed Insights **
    ** AMP Test **

[ ](https://developers.google.com/)

  ** Android **
  ** Chrome **
  ** Firebase **
  ** Google Cloud Platform **
  ** Google AI **
  ** All products **

  ** Terms **
  ** Privacy **
  * Manage cookies 

  * English
  * Deutsch
  * Español
  * Español – América Latina
  * Français
  * Indonesia
  * Italiano
  * Polski
  * Português – Brasil
  * Tiếng Việt
  * Türkçe
  * Русский
  * العربيّة
  * हिंदी
  * ภาษาไทย
  * 中文 – 简体
  * 中文 – 繁體
  * 日本語
  * 한국어
