Amazonが日本語URLの導入に積極的

SEO（search engine optimize）は検索エンジンからの集客を増やすべく、より検索されやすいWebページ、より検索結果の上位に表示されやすいWebサイトを作るためのテクニックの総称。Webサイトが検索エンジンで検索されやすく、検索結果の上位に表示されるようになれば、それはサイトの訪問者の増加に直接つながる。

より人気のあるサイトにするために様々なSEO技術が研究され、そのための書籍などもたくさん出版されている。一方で検索エンジン側もSEOの小手先のテクニックで検索結果を歪められることがないよう、稚拙なSEOに対しての対策も次々と講じている。有名なのはサイトのheaderにmetaタグとして関連するキーワードをたくさん埋め込んでおくもので、これはSEOテクニックの代表格として一世を風靡したが、今ではGoogleはSEOスパムのためこのmetaタグは検索結果に全く反映しない仕様に改訂されているという（Yahoo!では今もmetaタグは参照されているようだ）。

AmazonはURLにスクリプトの変数を埋めるのにスラッシュ記号を用いた疑似固定URLを採用したり、ソースのW3C標準化を推進したりとSEOの取組に積極的なサイトとして知られている。その効果もてきめんで、試しに何か書籍名で検索してみたらその書籍の公式サイトや著者のWebサイトよりもAmazonのサイトの方が上位に表示されることなどが珍しくない。Amazonは2007年に入った頃から日本語URLの採用も進めていて（旧型URLでもアクセスは可能）、これが一層の検索エンジンからの集客を増すことにつながると見られている。

ちなみに、Amazonにサインインするとこれまでの購買履歴や商品参照履歴からもっとも「次に買ってくれる期待値の高い商品」をおすすめの商品としてトップページに羅列してくれるが、この商品配列の仕様も徐々に変わってきているようだ。一昨年頃までは参照履歴よりは購買履歴のほうが優先されており、見ただけで実際には買わなかった商品はあまりデータとして重視されていなかったようだけれど、これも昨年の中頃からは見ただけのページの商品もどんどんおすすめの商品に表示されるようになっている。僕が今日の午後にちょっと「梅沢由香里かわいいなあ」とか考えながら検索したページをぶらぶらしていたおかげで、今は僕がAmazonにサインインすると囲碁の書籍（それも梅沢由香里監修の本）ばっかり表示されて、これは少々恥ずかしい。

初めまして。
公式サイトよりも上に出てくるサイトというと、
Amazonや、はてな、Wikipediaが挙げられますが、
みんな日本語ＵＲＬなんですよね。

WikipediaはそのWikiの特性上、日本語URLになるのは自然ですが、AmazonはISBNコードという世界共通でURL化しやすいものがあるにも関わらず（しかも昨年までそれを使っていたにもかかわらず）敢えて新しく日本語URLを導入したのだから、意気込みを感じます。

それにしてもAmazonは書籍名で検索すればほとんどいつもトップの検索結果として出てくる。これは大したものだと思います。同業他社も他のサイトもカンタンにはAmazonに対抗できない。

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