隨著 COVID-19 的影響範圍日益擴大,我們看到世界各地的商家都在尋求暫停線上業務的方式。為了準備日後東山再起,再次為您的客戶提供服務,我們在下方大致介紹了暫停線上業務的建議做法,希望協助您盡量減少在 Google 搜尋方面受到的影響。這些建議做法適合任何經營線上形象的商家,特別是那些已暫停在線上販售產品或服務的商家。如需更多詳細資訊,請另行參閱開發人員說明文件。
建議做法:限制部分網站功能
如果您只是暫時停業,日後仍有計畫恢復線上業務,那麼我們建議您讓網站維持營運狀態,只限制部分功能。比如,您可以將商品標示為缺貨中,或是暫停開放購物車和結帳程序。我們之所以如此建議,是因為這可以盡量避免網站在 Google 搜尋中的排名受到負面影響。使用者還是能找到您的產品、閱讀評論或新增願望清單,所以日後要消費也很方便。
以下還有一些建議做法:
停用購物車功能:這是最簡單的方法,也不會影響您的網站在 Google 搜尋中的曝光率。
讓客戶瞭解當前情況:利用橫幅或彈出式視窗 div 為使用者提供正確資訊,讓他們瞭解您的業務現況。如果已知出貨會有所延遲,或是出貨時間、取貨或配送方式與平時不同,請務必提前說明,讓使用者早有心理準備。請務必遵循我們的彈出式視窗與橫幅規範。
在萬不得已的情況下,您可能會決定停用整個網站。然而,這種極端措施只宜短時間使用 (最多幾天),因為即使實施得當,這仍可能對網站在 Google 搜尋中的成效產生極大影響。有鑑於此,我們強烈建議您改成只限制部分網站功能。提醒您,即使您目前未銷售任何商品,客戶還是可能會尋找與您的產品、服務和公司有關的資訊。
Google 通常會從美國進行檢索。如果您封鎖了美國地區,Google 搜尋通常就完全無法存取您的網站。我們不建議您暫時禁止整個地區的使用者存取您的網站;您可以改成針對個別地區限制部分網站功能。
我應該使用移除工具將缺貨中的產品移除嗎?
不用。這麼做將使客戶無法在 Google 搜尋中找到該產品的第一手資訊,客戶還可能在其他地方看到不正確或不完整的第三方資訊。建議做法是保留產品頁面並將產品狀態標示為缺貨中,讓客戶即使無法購買產品也能瞭解情況。如果您將產品從 Google 搜尋中移除,客戶就無法得知搜尋不到產品的原因。
我們瞭解停業是一件令人充滿壓力的大事,不是每個人都知道該怎麼做。即使您在停業後發現本來可以採取其他方式也不必擔心,因為資料都還在:我們致力於提供強大的系統,協助您的網站盡快在 Google 搜尋中恢復原本的表現。我們和您一樣希望這次的危機能盡早解決,也希望本文的資訊能協助您在危機解除後迅速讓線上業務重回軌道。如果在這段期間有任何問題,歡迎隨時前往我們的公開頻道尋求協助。
[[["容易理解","easyToUnderstand","thumb-up"],["確實解決了我的問題","solvedMyProblem","thumb-up"],["其他","otherUp","thumb-up"]],[["缺少我需要的資訊","missingTheInformationINeed","thumb-down"],["過於複雜/步驟過多","tooComplicatedTooManySteps","thumb-down"],["過時","outOfDate","thumb-down"],["翻譯問題","translationIssue","thumb-down"],["示例/程式碼問題","samplesCodeIssue","thumb-down"],["其他","otherDown","thumb-down"]],[],[[["\u003cp\u003eFor businesses temporarily pausing operations, it's recommended to keep the website online but limit functionalities like purchasing to minimize negative search impact.\u003c/p\u003e\n"],["\u003cp\u003eProvide clear communication to customers about the pause, adjusted services, and expectations through banners or popups, and update structured data and Merchant Center feeds accordingly.\u003c/p\u003e\n"],["\u003cp\u003eCompletely disabling a website is discouraged due to its potential negative effects on search presence and customer experience, and should only be considered as a last resort for very short periods.\u003c/p\u003e\n"],["\u003cp\u003eGoogle provides various resources and tools, including Search Console and guidelines for structured data and Merchant Center, to help manage online business presence during a pause.\u003c/p\u003e\n"],["\u003cp\u003eBusinesses should stay updated with Google's recommendations and utilize support channels for any assistance needed.\u003c/p\u003e\n"]]],["Businesses pausing online operations should limit site functionality by disabling cart features, informing customers via banners, and updating structured data, such as product availability or event statuses. They can also update Google via Search Console or sitemaps. Completely disabling a website is discouraged due to negative impacts on search visibility, lost customer information, and difficulties in reindexing. If disabling the site is necessary, using a 503 or 200 HTTP status code is needed.\n"],null,["# How to pause your business online in Google Search\n\nThursday, March 26, 2020\n\n\nAs the effects of the coronavirus grow, we've seen businesses around the world looking for ways\nto pause their activities online. With the outlook of coming back and being present for your\ncustomers, here's an overview of our recommendations of how to pause your business online and\nminimize impacts with Google Search. These recommendations are applicable to any business with\nan online presence, but particularly for those who have paused the selling of their products\nor services online. For more detailed information, also check our\n[developer documentation](/search/docs/crawling-indexing/pause-online-business).\n\nRecommended: limit site functionality\n-------------------------------------\n\n\nIf your situation is temporary and you plan to reopen your online business, we recommend keeping\nyour site online and limiting the functionality. For example, you might mark items as out of\nstock, or restrict the cart and checkout process. This is the recommended approach since it\nminimizes any negative effects on your site's presence in Search. People can still find your\nproducts, read reviews, or add wishlists so they can purchase at a later time.\n\n\nIt's also a good practice to:\n\n- **Disable the cart functionality:** Disabling the cart functionality is the simplest approach, and doesn't change anything for your site's visibility in Search.\n- **Tell your customers what's going on** : Display a banner or popup div with appropriate information for your users, so that they're aware of the business's status. Mention any known and unusual delays, shipping times, pick-up or delivery options, etc. upfront, so that users continue with the right expectations. Make sure to follow our [guidelines on popups and banners](/search/blog/2016/08/helping-users-easily-access-content-on).\n- **Update your structured data** : If your site uses structured data (such as [Products](/search/docs/appearance/structured-data/product), [Books](/search/docs/appearance/structured-data/book), [Events](/search/docs/appearance/structured-data/event)), make sure to adjust it appropriately (reflecting the current product availability, or changing events to cancelled). If your business has a physical storefront, update [Local Business structured data](/search/docs/appearance/structured-data/local-business) to reflect current opening hours.\n- **Check your Merchant Center feed** : If you use Merchant Center, follow the [best practices for the availability attribute](https://support.google.com/merchants/answer/6324448).\n- **Tell Google about your updates** : To ask Google to recrawl a limited number of pages (for example, the home page), use [Search Console](/search/docs/crawling-indexing/ask-google-to-recrawl). For a larger number of pages (for example, all of your product pages), use [sitemaps](/search/docs/guides/submit-URLs).\n\n\nFor more information, check our\n[developers documentation](/search/docs/crawling-indexing/pause-online-business).\n\nNot recommended: disabling the whole website\n--------------------------------------------\n\n\nAs a last resort, you may decide to disable the whole website. This is an extreme measure that\nshould only be taken for a very short period of time (a few days at most), as it will otherwise\nhave significant effects on the website in Search, even when implemented properly. That's why\nit's highly recommended to only [limit your site's functionality](#limit)\ninstead. Keep in mind that your customers may also want to find information about your products,\nyour services, and your company, even if you're not selling anything right now.\n\n\nIf you decide that you need to do this (again, which we don't recommend), here are some options:\n\n- If you need to urgently disable the site for 1-2 days, then return an informational error page with a [503 HTTP result code](https://developer.mozilla.org/en-US/docs/Web/HTTP/Status/503) instead of all content. Make sure to follow the [best practices\n for disabling a site](/search/docs/crawling-indexing/pause-online-business#best-practices-disabling-site).\n- If you need to disable the site for a longer time, then provide an indexable home page as a placeholder for users to find in Search by using the 200 HTTP status code.\n- If you quickly need to hide your site in Search while you consider the options, you can [temporarily remove](https://support.google.com/webmasters/answer/9689846) it from Search.\n\n\nFor more information, check our\n[developers documentation](/search/docs/crawling-indexing/pause-online-business).\n\n\n**Proceed with caution**: To elaborate why we don't recommend disabling the whole\nwebsite, here are some of the side effects:\n\n- Your customers won't know what's happening with your business if they can't find your business online at all.\n- Your customers can't find or read first-hand information about your business and its products and services. For example, reviews, specs, past orders, repair guides, or manuals won't be findable. Third-party information may not be as correct or comprehensive as what you can provide. This often also affects future purchase decisions.\n- Knowledge Panels may lose information, like contact phone numbers and your site's logo.\n- Search Console verification will fail, and you will lose all access to information about your business in Search. Aggregate reports in Search Console will lose data as pages are dropped from the index.\n- Ramping back up after a prolonged period of time will be significantly harder if your website needs to be reindexed first. Additionally, it's uncertain how long this would take, and whether the site would appear similarly in Search afterwards.\n\nOther things to consider\n------------------------\n\n\nBeyond the operation of your web site, there are other actions you might want to take to pause\nyour online business in Google Search:\n\n- If you hold events, look over the [new properties for\n marking them virtual, postponed or canceled](/search/blog/2020/03/new-properties-virtual-or-canceled-events).\n- Learn how to [change your business hours\n or indicate temporary closures](https://support.google.com/business/answer/9773423).\n- Review the resources [from\n Google for Small Business](https://smallbusiness.withgoogle.com/news/resources-for-smbs-impacted-by-coronavirus/#!/) on how to communicate with customers and employees, for working remotely and modifying advertising campaigns.\n- Understand how to [recommend changes to your\n Google knowledge panel](https://support.google.com/knowledgepanel/answer/7534842) (or [how to claim it](https://support.google.com/knowledgepanel/answer/7534902), if you haven't already).\n\n\nAlso be sure to keep up with the latest by following updates on Twitter at\n[@GoogleSearchC](https://twitter.com/googlesearchc)\nand [@GoogleMyBiz](https://twitter.com/GoogleMyBiz).\n\nFAQs\n----\n\n\n**What if I only close the site for a few weeks?**\n\n\nCompletely closing a site even for just a few weeks can have negative consequences on Google's indexing of your site. We recommend [limiting the site functionality](#limit) instead. Keep in mind that users may also want to find information about your products, your services, and your company, even if you're currently not selling anything. \n\n**What if I want to exclude all non-essential products?**\n\n\nThat's fine. Make sure that people can't buy the non-essential products by [limiting the site functionality](#limit). \n\n**Can I ask Google to crawl less during this time?**\n\n\nYou can [reduce the crawl rate](/search/docs/crawling-indexing/reduce-crawl-rate), though it's not recommended for most cases. This may have some impact on the freshness of your results in Search. For example, it may take longer for Search to reflect that all of your products are currently not available. On the other hand, if Googlebot's crawling causes critical server resource issues, this is a valid approach. We recommend setting a reminder for yourself to reset the crawl rate once you start planning to go back in business. \n\n**How do I get a page indexed or updated quickly?**\n\n\nTo ask Google to recrawl a limited number of pages (for example, the home page), use [Search Console](/search/docs/crawling-indexing/ask-google-to-recrawl). For a larger number of pages (for example, all of your product pages), use [sitemaps](/search/docs/guides/submit-URLs). \n\n**What if I block a specific region from accessing my site?**\n\n\nGoogle generally crawls from the US, so if you block the US, Google Search generally won't be able to access your site at all. We don't recommend that you block an entire region from temporarily accessing your site; instead, we recommend [limiting your site's functionality](#limit) for that region. \n\n**Should I use the Removals Tool to remove out-of-stock products?**\n\n\nNo. People won't be able to find first-hand information about your products on Search, and there might still be third-party information for the product that may be incorrect or incomplete. It's better to still allow that page, and mark it out of stock. That way people can still understand what's going on, even if they can't purchase the item. If you remove the product from Search, people don't know why it's not there.\n\n*** ** * ** ***\n\n\nWe realize that any business closure is a big and stressful step, and not everyone will know\nwhat to do. If you notice afterwards that you could have done something differently,\neverything's not lost: we try to make our systems robust so that your site will be back in\nSearch as quickly as possible. Like you, we're hoping that this crisis finds an end as soon as\npossible. We hope that with this information, you're able to have your online business up and\nrunning quickly when that time comes. Should you run into any problems or questions along the\nway, please don't hesitate to use our [public channels](/search/help)\nto get help.\n\n\nPosted by [John Mueller](https://johnmu.com/), working from home in Zurich, Switzerland"]]