特别通知 (SpecialAnnouncement
) 结构化数据(Beta 版)
政府、卫生部门和学校等许多组织都可能需要发布会影响活动安排和日常生活其他方面的紧急通知(例如 COVID-19 通知)。通知内容包括关闭设施、调整活动时间以及开设新的医疗设施(例如检测中心)。以下是特别通知的一些示例:
- 居家避疫指令通知
- 设施关闭通知(如学校停课或公共交通停运)
- 政府福利通知(如失业补助,带薪休假或一次性补助)
- 隔离指南
- 旅行限制
- 关于开设新的免下车检测中心的通知
- 关于将活动从线下转为线上举办或取消活动的通知
- 关于修改营业时间和购物限制的通知
- 疾病传播统计信息和地图

如何实现特别通知
您可以通过以下两种方式实现特别通知:
- 在您的网页中添加
SpecialAnnouncement
结构化数据(推荐做法):结构化数据是一种提供网页相关信息并对网页内容进行分类的标准化格式。如果您不熟悉结构化数据,可以详细了解结构化数据的运作方式。 - 在 Search Console 中提交通知:如果您无权访问网站的 HTML,或者您需要快速提交通知(但是没有时间实施结构化数据),可以在 Search Console 中提交通知。该工具仅适用于设置为在发布后的一个月内失效的短期通知。此外,您目前无法更新通知(借助结构化数据,您可以更新通知并添加更多详情或延长日期)。
How to add structured data
Structured data is a standardized format for providing information about a page and classifying the page content. If you're new to structured data, you can learn more about how structured data works.
Here's an overview of how to build, test, and release structured data.
- Add the required properties. Based on the format you're using, learn where to insert structured data on the page.
- Follow the guidelines.
- Validate your code using the Rich Results Test and fix any critical errors. Consider also fixing any non-critical issues that may be flagged in the tool, as they can help improve the quality of your structured data (however, this isn't necessary to be eligible for rich results).
- Deploy a few pages that include your structured data and use the URL Inspection tool to test how Google sees the page. Be sure that your page is
accessible to Google and not blocked by a robots.txt file, the
noindex
tag, or login requirements. If the page looks okay, you can ask Google to recrawl your URLs. - To keep Google informed of future changes, we recommend that you submit a sitemap. You can automate this with the Search Console Sitemap API.
在 Search Console 中为您的网站提交特别通知(Beta 版)
政府机构和官方卫生组织可以在其网站上提交重要通知,尤其是在无法使用结构化数据的情况下,此工具很有用。通知内容包括关闭设施、调整活动时间以及开设新的医疗设施(例如检测中心)。Google 搜索可以利用这些信息更好地理解您的网页内容,并在网页结果旁边向相关人员显示此类重要通知。
打开通知提交工具功能可用性
相应要求或指南可能会发生变化,并且您可能无法立即在 Google 搜索中看到相关结果。我们侧重的是来自卫生组织和政府机构的通知。您可以提前提供结构化数据或在 Search Console 中提交通知,确保在该功能推出时您的通知符合条件。这有助于 Google 了解特别通知背后的数据。
示例
居家避疫通知
下面是一个会影响多个县的居家避疫通知示例。
JSON-LD
<html> <head> <title>Shelter-in-place announcement</title> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "SpecialAnnouncement", "name": "Shelter-in-place for 3 California counties", "text": "As of 11:59 pm on March 17, 2024, all individuals in the 3 counties must strictly follow the provisions in this new Order. This new Order will be in effect through March 30, 2024.", "datePosted": "2024-03-17T08:00", "expires": "2024-03-24T23:59", "quarantineGuidelines": "https://example.org/california/shelter-in-place/", "diseasePreventionInfo": "https://example.org/california/prevention-tips/", "spatialCoverage": [ { "type": "AdministrativeArea", "name": "San Francisco County, CA" }, { "type": "AdministrativeArea", "name": "Marin County, CA" }, { "type": "AdministrativeArea", "name": "Santa Clara County, CA" } ] } </script> </head> <body> </body> </html>
微数据
<html itemscope itemprop="SpecialAnnouncement" itemtype="https://schema.org/SpecialAnnouncement"> <head> <title itemprop="name">Shelter-in-place for 3 California counties</title> </head> <body> <p itemprop="datePosted" content="2024-03-17T08:00">March 17, 2024</p> <meta itemprop="expires" content="2024-03-30T08:00" /> <p itemprop="text">As of 11:59 pm on March 17, 2024, all individuals in the 3 counties must strictly follow the provisions in this new Order. This new Order will be in effect through March 30, 2024.</p> <p itemprop="quarantineGuidelines" content="https://example.org/california/shelter-in-place/"><a href="https://example.org/california/shelter-in-place/">Learn more</a>.</p> <meta itemprop="diseasePreventionInfo" content="https://example.org/california/prevention-tips/" /> <div itemprop="spatialCoverage" itemtype="https://schema.org/AdministrativeArea" itemscope> <meta itemprop="name" content="San Francisco County, CA" /> </div> <div itemprop="spatialCoverage" itemtype="https://schema.org/AdministrativeArea" itemscope> <meta itemprop="name" content="Marin County, CA" /> </div> <div itemprop="spatialCoverage" itemtype="https://schema.org/AdministrativeArea" itemscope> <meta itemprop="name" content="Santa Clara County, CA" /> </div> </body> </html>
在一个网页上有多项更新
下面是一个包含多个通知的动态更新网页示例。
JSON-LD
<html> <head> <title>CA Updates on COVID-19</title> <script type="application/ld+json"> [{ "@context": "https://schema.org", "@type": "SpecialAnnouncement", "name": "Shelter-in-place for 3 California counties", "text": "<a href=https://example.org/california/executive-order-123>Executive order 123</a> requires residents to shelter-in-place through April 30. Additional disease prevention and quarantine guidelines are also available.", "datePosted": "2024-04-01T08:00", "expires": "2024-05-03T23:59", "quarantineGuidelines": "https://example.org/california/shelter-in-place", "diseasePreventionInfo": "https://example.org/california/prevention-tips", "spatialCoverage": [ { "type": "AdministrativeArea", "name": "Santa Clara County, CA" }, { "type": "AdministrativeArea", "name": "Marin County, CA" }, { "type": "AdministrativeArea", "name": "Santa Clara County, CA" } ] }, { "@context": "https://schema.org", "@type": "SpecialAnnouncement", "name": "New information regarding worker benefits during COVID-19", "text": "A new summary chart explains the benefits for workers that are impacted by COVID-19. <a href=https://example.org/california/summary-of-benefits>Learn more</a>.", "datePosted": "2024-03-30T08:00", "expires": "2024-04-06T23:59", "newsUpdatesAndGuidelines": "https://example.org/california/worker-benefits-covid-19", "spatialCoverage": { "type": "State", "name": "CA" } }, { "@context": "https://schema.org", "@type": "SpecialAnnouncement", "name": "Updates on key federal changes to make food and health care more accessible", "text": "The Federal Government is making food and health care more accessible.", "datePosted": "2024-03-29T08:00", "expires": "2024-04-05T23:59", "newsUpdatesAndGuidelines": "https://example.org/california/food-health-guidelines", "diseasePreventionInfo": "https://example.org/california/prevention-tips", "spatialCoverage": { "type": "State", "name": "CA" } } ] </script> </head> <body> </body> </html>
微数据
<html> <head> <title itemprop="name">CA Updates on COVID-19</title> </head> <body> <div itemscope itemprop="SpecialAnnouncement" itemtype="https://schema.org/SpecialAnnouncement"> <h2 itemprop="name">Shelter-in-place for 3 California counties</h2> <meta itemprop="datePosted" content="2024-03-17T08:00" /> <meta itemprop="expires" content="2024-03-30T08:00" /> <p itemprop="text"><a href=https://example.org/california/executive-order-123>Executive order 123</a> requires residents to shelter-in-place through April 30. Additional disease prevention and quarantine guidelines are also available.</p> <p itemprop="quarantineGuidelines" content="https://example.org/california/shelter-in-place/"><a href="https://example.org/california/shelter-in-place/">Learn more</a>.</p> <meta itemprop="diseasePreventionInfo" content="https://example.org/california/prevention-tips/" /> <div itemprop="spatialCoverage" itemtype="https://schema.org/AdministrativeArea" itemscope> <meta itemprop="name" content="San Francisco County, CA" /> </div> <div itemprop="spatialCoverage" itemtype="https://schema.org/AdministrativeArea" itemscope> <meta itemprop="name" content="Marin County, CA" /> </div> <div itemprop="spatialCoverage" itemtype="https://schema.org/AdministrativeArea" itemscope> <meta itemprop="name" content="Santa Clara County, CA" /> </div> </div> <div itemscope itemprop="SpecialAnnouncement" itemtype="https://schema.org/SpecialAnnouncement"> <h2 itemprop="name">New information regarding worker benefits during COVID-19</h2> <meta itemprop="datePosted" content="2024-03-30T08:00" /> <meta itemprop="expires" content="2024-04-06T23:59" /> <p itemprop="text">A new summary chart explains the benefits for workers that are impacted by COVID-19. <a href=https://example.org/california/summary-of-benefits>Learn more</a>.</p> <meta itemprop="newsUpdatesAndGuidelines" content="https://example.org/california/worker-benefits-covid-19" /> <div itemprop="spatialCoverage" itemtype="https://schema.org/State" itemscope> <meta itemprop="name" content="CA" /> </div> </div> <div itemscope itemprop="SpecialAnnouncement" itemtype="https://schema.org/SpecialAnnouncement"> <h2 itemprop="name">Updates on key federal changes to make food and health care more accessible</h2> <meta itemprop="datePosted" content="2024-03-29T08:00" /> <meta itemprop="expires" content="2024-04-05T23:59" /> <p itemprop="text">The Federal Government is making food and health care more accessible.</p> <meta itemprop="newsUpdatesAndGuidelines" content="https://example.org/california/food-health-guidelines" /> <meta itemprop="diseasePreventionInfo" content="https://example.org/california/prevention-tip" /> <div itemprop="spatialCoverage" itemtype="https://schema.org/State" itemscope> <meta itemprop="name" content="CA" /> </div> </div> </body> </html>
政府福利通知
下面是一个面向小型企业的政府新福利通知示例。
JSON-LD
<html> <head> <title>New Paycheck Protection Program for small business</title> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "SpecialAnnouncement", "name": "New Paycheck Protection Program for small business", "text": "Example Administration announces a new loan that helps small businesses keep their workforce employed during the Coronavirus (COVID-19) crisis.", "datePosted": "2024-03-30T08:00", "expires": "2024-04-24T23:59", "category": "https://www.wikidata.org/wiki/Q81068910", "spatialCoverage": { "type": "Country", "name": "US" }, "governmentBenefitsInfo": { "@type": "GovernmentService", "name": "Paycheck Protection Program", "url": "https://www.sba.gov/funding-programs/loans/coronavirus-relief-options/paycheck-protection-program-ppp" } } } } </script> </head> <body> </body> </html>
微数据
<html itemscope itemprop="SpecialAnnouncement" itemtype="https://schema.org/SpecialAnnouncement"> <head> <title itemprop="name">New Paycheck Protection Program for small business</title> </head> <body> <meta itemprop="datePosted" content="2024-03-30T08:00" /> <meta itemprop="expires" content="2024-04-24T23:59" /> <p itemprop="text">Example Administration announces a new loan that helps small businesses keep their workforce employed during the Coronavirus (COVID-19) crisis.</p> <div itemprop="spatialCoverage" itemtype="https://schema.org/Country" itemscope> <meta itemprop="name" content="US" /> </div> <div itemprop="governmentBenefitsInfo" itemtype="https://schema.org/GovernmentService" itemscope> <meta itemprop="url" content="https://www.example.gov/funding-programs/loans/coronavirus-relief-options/paycheck-protection-program-ppp" /> <meta itemprop="name" content="US Small Business Administration" /> </div> </body> </html>
学校停课通知
下面是一个学校停课通知示例。
JSON-LD
<html> <head> <title>COVID-19 School Announcements</title> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "SpecialAnnouncement", "name": "COVID-19 School Announcements", "text": "All schools will remain closed through a minimum of May 1 in alignment with school districts across all Bay Area counties.", "datePosted": "2024-03-17T08:00", "expires": "2024-03-24T23:59", "schoolClosuresInfo": "https://example-school-district.org/announcements/extended-closure-notice", "announcementLocation": { "@type": "CivicStructure", "name": "Example School", "url": "https://example-school.org/" } } </script> </head> <body> </body> </html>
微数据
<html itemscope itemprop="SpecialAnnouncement" itemtype="https://schema.org/SpecialAnnouncement"> <head> <title itemprop="name">COVID-19 School Announcements</title> </head> <body> <p itemprop="datePosted" content="2024-03-17T08:00">March 17, 2024</p> <meta itemprop="expires" content="2024-03-30T08:00" /> <p itemprop="text">All schools will remain closed through a minimum of May 1 in alignment with school districts across all Bay Area counties.</p> <p itemprop="schoolClosuresInfo" content="https://example-school-district.org/announcements/extended-closure-notice"><a href="https://example-school-district.org/announcements/extended-closure-notice">Learn more</a>.</p> <div itemprop="announcementLocation" itemtype="https://schema.org/CivicStructure" itemscope> <meta itemprop="name" content="Example School" /> <meta itemprop="url" content="https://example-school.org/" /> </div> </body> </html>
检测机构通知
下面是一个检测机构通知示例。
JSON-LD
<html> <head> <title>COVID-19 testing facility announcement</title> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "SpecialAnnouncement", "name": "Example Health Care announces COVID-19 testing facility", "text": "Example Health Care's same-day primary care program is offering drive-through testing, by appointment, for SARS-CoV-2, the coronavirus that causes COVID-19.", "datePosted": "2024-03-16T08:00", "expires": "2024-03-24T23:59", "gettingTestedInfo": "https://med.example.edu/news/covid-19-testing-facility.html", "announcementLocation" : { "@type": "CivicStructure", "name": "Example Health Care", "url": "https://examplehealthcare.org/" } } </script> </head> <body> </body> </html>
微数据
<html itemscope itemprop="SpecialAnnouncement" itemtype="https://schema.org/SpecialAnnouncement"> <head> <title itemprop="name">Example Health Care announces COVID-19 testing facility</title> </head> <body> <p itemprop="datePosted" content="2024-03-17T08:00">March 17, 2024</p> <meta itemprop="expires" content="2024-03-30T08:00" /> <p itemprop="text">Example Health Care's same-day primary care program is offering drive-through testing, by appointment, for SARS-CoV-2, the coronavirus that causes COVID-19.</p> <p itemprop="gettingTestedInfo" content="https://med.example.edu/news/covid-19-testing-facility.html"><a href="https://med.example.edu/news/covid-19-testing-facility.html">Learn more</a>.</p> <div itemprop="announcementLocation" itemtype="https://schema.org/CivicStructure" itemscope> <meta itemprop="name" content="Example Health Care" /> <meta itemprop="url" content="https://examplehealthcare.org/" /> </div> </body> </html>
指南
如需使您的内容能够在 Google 搜索上以特别通知的形式显示,您的内容必须遵循以下指南。
结构化数据类型定义
为了使您的内容能够在 Google 搜索上显示为特别通知,您必须为其添加必要属性。如果您掌握了其他信息,我们推荐您同时添加建议属性。
SpecialAnnouncement
如需了解 SpecialAnnouncement
的完整定义,请访问 schema.org。SpecialAnnouncement
在 Schema.org 上仍处于开发阶段,但您还是可以开始使用这项属性。
Google 支持的属性如下:
必要属性 | |
---|---|
datePosted
|
特别通知的发布日期,采用 ISO-8601 格式。 |
name
|
特别通知的简短标题。例如:“斯坦福大学宣布开设新冠检测机构” |
text ,或指向更多信息的具体属性
|
您必须添加 |
建议属性 | |
---|---|
announcementLocation
|
与 { "@context": "https://schema.org", "@type": "SpecialAnnouncement", "announcementLocation": { "@type": "CivicStructure", "name": "Palo Alto High School" "url": "https://example-school.org/" } } |
announcementLocation.name
|
通知重点关注的地点的名称,如检测机构的名称。 |
announcementLocation.url
|
可供用户详细了解通知地点的网址,如检测机构的网址,说明了实际地点、开放时间以及哪些人符合检测条件。 |
diseasePreventionInfo |
疾病预防信息(如适用于相应通知)。 |
diseaseSpreadStatistics |
与疾病传播情况相关的统计信息(如适用于相应通知),可以是 |
expires |
内容失效日期,采用 ISO-8601 格式;在此日期之后,内容不再有用或不再提供。 如果您不知道内容何时失效,请勿添加此属性。 |
gettingTestedInfo |
针对 |
governmentBenefitsInfo |
新政府福利信息(如适用于相应通知)。如果您添加了 有关这些属性的工作原理的完整示例,请参阅政府福利通知示例。 |
governmentBenefitsInfo.name |
政府福利的名称。例如: |
governmentBenefitsInfo.url |
政府福利的详情网址。 |
newsUpdatesAndGuidelines |
包含有关特别通知的最新新闻资讯和指南的网页(如适用)。
它可以是网站上包含 |
publicTransportClosuresInfo |
公共交通停运信息(如适用于相应通知)。 |
quarantineGuidelines |
隔离指南(如适用于相应通知)。 |
schoolClosuresInfo |
学校停课信息(如适用于相应通知)。 |
spatialCoverage |
特别通知重点关注的地理区域(如适用)。例如,通知内容可能是会影响多个区域的就地避难指令。如果通知会同时影响某个区域和某个特定地点(如关闭服务于整个区域的图书馆),请同时使用 { "@context": "https://schema.org", "@type": "SpecialAnnouncement", "spatialCoverage": [ { "type": "AdministrativeArea", "name": "San Francisco County, CA" }, { "type": "AdministrativeArea", "name": "Marin County, CA" }, { "type": "AdministrativeArea", "name": "Santa Clara County, CA" } ] } |
text
|
特别通知的文字摘要。文字可以包含链接和列表等 HTML 内容。有效的 HTML 标记包括: 例如:“Stanford Health Care 的当天初级保健计划提供预约式免下车检测服务,可检测导致新冠的 SARS-CoV-2 冠状病毒。” |
travelBans |
旅行禁令信息(如适用于相应通知)。 |
使用 Search Console 监控富媒体搜索结果
Search Console 是一款工具,可帮助您监控网页在 Google 搜索结果中的显示效果。即使没有注册 Search Console,您的网页也可能会显示在 Google 搜索结果中,但注册 Search Console 能够帮助您了解 Google 如何查看您的网站并做出相应的改进。建议您在以下情况下查看 Search Console:
首次部署结构化数据后
等 Google 将网页编入索引后,请在相关的富媒体搜索结果状态报告中查看是否存在问题。 理想情况下,有效项目数量会增加,而无效项目数量不会增加。如果您发现结构化数据存在问题,请执行以下操作:
发布新模板或更新代码后
如果对网站进行重大更改,请监控结构化数据无效项目的增幅。- 如果您发现无效项目增多了,可能是因为您推出的某个新模板无法正常工作,或者您的网站以一种新的错误方式与现有模板交互。
- 如果您发现有效项目减少了(但无效项目的增加情况并不对应),可能是因为您的网页中未再嵌入结构化数据。请通过网址检查工具了解导致此问题的原因。
定期分析流量时
请使用效果报告分析您的 Google 搜索流量。数据将显示您的网页在 Google 搜索结果中显示为富媒体搜索结果的频率、用户点击该网页的频率以及网页在搜索结果中的平均排名。您还可以使用 Search Console API 自动提取这些结果。问题排查
如果您在实施或调试结构化数据时遇到问题,请查看下面列出的一些实用资源。
- 如果您使用了内容管理系统 (CMS) 或其他人负责管理您的网站,请向其寻求帮助。请务必向其转发列明问题细节的任何 Search Console 消息。
- Google 不能保证使用结构化数据的功能一定会显示在搜索结果中。如需查看导致 Google 无法将您的内容显示为富媒体搜索结果的各种常见原因,请参阅结构化数据常规指南。
- 您的结构化数据可能存在错误。请查看结构化数据错误列表和“无法解析的结构化数据”报告。
- 如果您的网页受到结构化数据手动操作的影响,其中的结构化数据将会被忽略(但该网页仍可能会出现在 Google 搜索结果中)。如需修正结构化数据问题,请使用“人工处置措施”报告。
- 再次查看相关指南,确认您的内容是否未遵循指南。问题可能是因为出现垃圾内容或使用垃圾标记导致的。不过,问题可能不是语法问题,因此富媒体搜索结果测试无法识别这些问题。
- 针对富媒体搜索结果缺失/富媒体搜索结果总数下降进行问题排查。
- 请等待一段时间,以便 Google 重新抓取您的网页并重新将其编入索引。请注意,网页发布后,Google 可能需要几天时间才会找到和抓取该网页。有关抓取和索引编制的常见问题,请参阅 Google 搜索抓取和索引编制常见问题解答。
- 在 Google 搜索中心论坛中发帖提问。