很多站长朋友一直很困惑为什么有些网站在百度搜索中有富媒体展示效果，也在找如何接入百度富媒体搜索展示结果，因为很利于SEO转化率的，其实这个问题有三个方法，一、百度搜索通过内容排版分析，二、网站接入了百度搜索合作体系，三、网站页面代码JSON-LD格式读取，但是大部分网站都是采用第三种，但是这种方法并不会100%因为网站代码有JSON-LD格式就会给予富媒体展示效果，他是随机性的，有需要的网站还是可以考虑在加入JSON-LD格式让搜索引擎读取，下面就说说如何使用百度JSON-LD格式。
1、图文资源
{
"@context": "https://ziyuan.baidu.com/contexts/cambrian.jsonld",
"@id": "http://m.example.com/path/page.html",
"appid": "1234567890",
"title": "当前页面的标题",
"images": ["http://m.example.com/image_1.jpg" ],
"description": "页面内容摘要",
"pubDate": "2017-06-15T08:00:01",
"upDate": "2017-06-16T01:02:03",
"lrDate": "2017-06-17T09:10:11",
"data": {
"WebPage": {
"headline": "问题内容",
"extra_headline": ["扩展问题内容"],
"mipUrl": "http://mip.example.com/path/page.html",
"fromSrc": "站点名称",
"domain": "电子科技",
"category": ["问答"],
"isDeleted": 0,
"DeletedReason": "答案不准确，希望下线修改",
"internalUrl": "http://www.internal.video.baidu.com/46b0898d744748219deb416e73ea8509.html",
"baijiahaoUrl": "http://baijiahao.baidu.com/xxx"
},
"Question": [
{"acceptedAnswer": "鸟类之所以会飞跟他们的生理结构密不可分，他们有一双长满羽毛的翅膀，当翅膀展开时，外侧羽毛覆盖在相邻羽毛内侧的边缘上，这样每根羽毛都略有旋转能力，两翅不断上下扇动，就会发生巨大的下压抵抗力，从而快速向前飞行。"}
],
"ImageObject": [
{
"contentUrl": "http://www.example.com/pic.jpg",
"scale": "5:2"
}
],
"Author": [
{
"name": "作者名",
"memberOf": {"legalName": "机构名称","department": "部门名称","organizationLevel": "级别"},
"jobTitle": ["作家"],
"headPortrait": "http://www.example.com/producer/avatar.jpg"
}
],
"SmartApp": {
"id": "111111",
"url": "xxxxxx.smartapps.cn/pages/pb/pb?tid=12345",
"appkey": "xxxxxxxxxxx",
"path": "/pages/pb/pb",
"query": "tid=12345",
"from": "22222"
}
},
"baijiahaoId": "1234567"
}
2、音频资源
{
"@context": "https://ziyuan.baidu.com/contexts/cambrian.jsonld",
"@id": "http://m.example.com/path/page.html",
"appid": "1234567890",
"title": "当前页面的标题",
"images": ["http://m.example.com/image_1.jpg"],
"description": "页面内容摘要",
"pubDate": "2017-06-15T08:00:01",
"upDate": "2017-06-16T01:02:03",
"lrDate": "2017-06-17T09:10:11",
"data": {
"WebPage": {
"headline": "问题内容",
"extra_headline": ["扩展问题内容"],
"mipUrl": "http://mip.example.com/path/page.html",
"fromSrc": "站点名称",
"domain": "电子科技",
"category": ["问答"],
"isDeleted": 0,
"DeletedReason": "答案不准确，希望下线修改",
"internalUrl": "http://www.internal.video.baidu.com/46b0898d744748219deb416e73ea8509.html",
"baijiahaoUrl": "http://baijiahao.baidu.com/xxx"
},
"Question": [
{"acceptedAnswer": "鸟类之所以会飞跟他们的生理结构密不可分，他们有一双长满羽毛的翅膀，当翅膀展开时，外侧羽毛覆盖在相邻羽毛内侧的边缘上，这样每根羽毛都略有旋转能力，两翅不断上下扇动，就会发生巨大的下压抵抗力，从而快速向前飞行。"}
],
"ImageObject": [
{
"contentUrl": "http://www.example.com/pic.jpg",
"scale": "5:2"
}
],
"Author": [
{
"name": "作者名",
"memberOf": {
"legalName": "机构名称",
"department": "部门名称",
"organizationLevel": "级别"
},
"jobTitle": ["作家"],
"headPortrait": "http://www.example.com/producer/avatar.jpg"
}
],
"AudioObject": [
{
"contentUrl": "http://www.example.com/a.mp3",
"duration": 557
}
],
"SmartApp": {
"id": "111111",
"url": "xxxxxx.smartapps.cn/pages/pb/pb?tid=12345",
"appkey": "xxxxxxxxxxx",
"path": "/pages/pb/pb",
"query": "tid=12345",
"from": "22222"
}
},
"baijiahaoId": "1234567"
}
3、视频资源
{
"@context": "https://ziyuan.baidu.com/contexts/cambrian.jsonld",
"@id": "http://m.example.com/path/page.html",
"appid": "1234567890",
"title": "当前页面的标题",
"images": [
"http://m.example.com/image_1.jpg"
],
"description": "页面内容摘要",
"pubDate": "2017-06-15T08:00:01",
"upDate": "2017-06-16T01:02:03",
"lrDate": "2017-06-17T09:10:11",
"data": {
"WebPage": {
"headline": "问题内容",
"extra_headline": [
"扩展问题内容"
],
"mipUrl": "http://mip.example.com/path/page.html",
"fromSrc": "站点名称",
"domain": "电子科技",
"category": [
"问答"
],
"isDeleted": 0,
"DeletedReason": "答案不准确，希望下线修改",
"internalUrl": "http://www.internal.video.baidu.com/46b0898d744748219deb416e73ea8509.html",
"baijiahaoUrl": "http://baijiahao.baidu.com/xxx"
},
"Question": [
{
"acceptedAnswer": "鸟类之所以会飞跟他们的生理结构密不可分，他们有一双长满羽毛的翅膀，当翅膀展开时，外侧羽毛覆盖在相邻羽毛内侧的边缘上，这样每根羽毛都略有旋转能力，两翅不断上下扇动，就会发生巨大的下压抵抗力，从而快速向前飞行。"
}
],
"ImageObject": [
{
"contentUrl": "http://www.example.com/pic.jpg",
"scale": "5:2"
}
],
"Author": [
{
"name": "作者名",
"memberOf": {
"legalName": "机构名称",
"department": "部门名称",
"organizationLevel": "级别"
},
"jobTitle": [
"作家"
],
"headPortrait": "http://www.example.com/producer/avatar.jpg"
}
],
"VideoObject": [
{
"contentUrl": "https://vdse.bdstatic.com/12345.mp4",
"duration": 557,
"scale": "16:9",
"thumbnail": {
"contentUrl": "http://www.example.com/poster.jpg",
"scale": "16:9"
},
"showSpeedPage": "0"
}
],
"SmartApp": {
"id": "111111",
"url": "xxxxxx.smartapps.cn/pages/pb/pb?tid=12345",
"appkey": "xxxxxxxxxxx",
"path": "/pages/pb/pb",
"query": "tid=12345",
"from": "22222"
}
},
"baijiahaoId": "1234567"
}
4、音视频资源
{
"@context": "https://ziyuan.baidu.com/contexts/cambrian.jsonld",
"@id": "http://m.example.com/path/page.html",
"appid": "1234567890",
"title": "当前页面的标题",
"images": [
"http://m.example.com/image_1.jpg"
],
"description": "页面内容摘要",
"pubDate": "2017-06-15T08:00:01",
"upDate": "2017-06-16T01:02:03",
"lrDate": "2017-06-17T09:10:11",
"data": {
"WebPage": {
"headline": "问题内容",
"extra_headline": [
"扩展问题内容"
],
"mipUrl": "http://mip.example.com/path/page.html",
"fromSrc": "站点名称",
"domain": "电子科技",
"category": [
"问答"
],
"isDeleted": 0,
"DeletedReason": "答案不准确，希望下线修改",
"internalUrl": "http://www.internal.video.baidu.com/46b0898d744748219deb416e73ea8509.html",
"baijiahaoUrl": "http://baijiahao.baidu.com/xxx"
},
"Question": [
{
"acceptedAnswer": "鸟类之所以会飞跟他们的生理结构密不可分，他们有一双长满羽毛的翅膀，当翅膀展开时，外侧羽毛覆盖在相邻羽毛内侧的边缘上，这样每根羽毛都略有旋转能力，两翅不断上下扇动，就会发生巨大的下压抵抗力，从而快速向前飞行。"
}
],
"ImageObject": [
{
"contentUrl": "http://www.example.com/pic.jpg",
"scale": "5:2"
}
],
"Author": [
{
"name": "作者名",
"memberOf": {
"legalName": "机构名称",
"department": "部门名称",
"organizationLevel": "级别"
},
"jobTitle": [
"作家"
],
"headPortrait": "http://www.example.com/producer/avatar.jpg"
}
],
"VideoObject": [
{
"contentUrl": "https://vdse.bdstatic.com/12345.mp4",
"duration": 557,
"scale": "16:9",
"thumbnail": {
"contentUrl": "http://www.example.com/poster.jpg",
"scale": "16:9"
},
"showSpeedPage": "0"
}
],
"AudioObject": [
{
"contentUrl": "http://www.example.com/a.mp3",
"duration": 557
}
],
"SmartApp": {
"id": "111111",
"url": "xxxxxx.smartapps.cn/pages/pb/pb?tid=12345",
"appkey": "xxxxxxxxxxx",
"path": "/pages/pb/pb",
"query": "tid=12345",
"from": "22222"
}
},
"baijiahaoId": "1234567"
}
以上来源百度搜索官方教程示例地址：https://ziyuan.baidu.com/college/articleinfo?id=2982
也适用于百度搜索时间因子的JSON-LD格式，但他不是百度官方接口属性，所以富媒体效果几率比较低，随机性很高。
关于网站结构化显示，首先是内容页面排名必须是第一位，然后内容排版和内容结构有顺序，最后就是搜索引擎的分析和理解了。