Want to learn about website operations? I'll teach you! On

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How the website operates, how the traffic is pulled, and how the clickthrough rate is obtained, seems to have arisen from the day the Internet was born. But the answers to them are always being updated. Today, traditional media newspapers are experiencing the impact and challenge of new media, how to adapt to a new, highly connected, highly mobile network? Whether it's businesses, new media, or traditional newspapers or social networking sites, the question must be answered if they want to find more attention on the Internet.

In this paper, the author through a large number of research visits, to the site operation, how to improve the flow of some basic guidelines. Especially for today's local newspaper how to stand firm, against the national nature, the capital of large news organizations gave their own answers. Through this article, anyone who wants to do a good job on the site will have a clearer idea.

This article extracts from Matthew Hindman (Mattew Hindman) 's latest study, "traditional newspapers because they do not understand the cause of Internet traffic, but perhaps there is a better way." 》

Now, in the final analysis of the questions about the audience of local news online reading, there are actually two questions: first, whether we can re-develop something that is more descriptive than what is currently online (other Web content includes Facebook, email, pornographic website information, shopping ads, and YouTube) is more appealing. Second, the local news website and those who can absorb 85% of the news audience of large-scale media coverage of the country compared to what advantage to increase their brand adhesion.

A lot of research has been carried out around these two questions. The answer is not so much for the local traditional media nieyibahan. They have no need to create new content and ways of communication from scratch. Because, over the past 20 years, research has shown that some websites are able to create the secret of readers ' reading habits. And newspapers can also use such techniques, techniques, strategies to constantly expand their audiences, increasing the "adhesion" of their own content. Once upon a time, internet giants such as Google have risen with these methods.

First, check the loading speed and response speed of the website!

Perhaps the most controversial and persuasive view of these findings is that "faster loading speed" leads to "higher traffic". Dozens of kinds of research, according to different websites and different description of the network content has been repeatedly verified, all coincide with this point of view. Web page loading speed, in the process of internet people will be very keen to perceive those small changes, even if the delay of 100 milliseconds, will bring a significant drop in traffic.

Today's news sites are actually much slower to load than other described Internet content. Eric Schimidt, Google's CEO, visited the American Press Association Congress (Newspaper Association of America Convention) in 2009, Eric Schmidt For the first time, he complained that today's digital news media sites are loading so slowly. In fact, it is more accurate to say that they are not fast enough and that the fluent reading experience offered is not as efficient as reading paper.

But in recent years, some newspapers have begun to notice the situation. Jeff Bezos, Amazon.com's CEO, Jeff Bezos after acquiring Washintong Post, insisting on a fuss over the speed of loading the site, reducing page load times by nearly 40%. Starting in 2013, the New York Times began to re-comb its entire Web site architecture, from hardware to server configuration to its huge codebase, all in order to achieve the desired load and response speed of the site. The Guardian (The Guardian) has reduced page load times from 12.1 seconds to 3.2 seconds, and now the paper is working to load all the core elements of the page-layout, news headlines, and text content-in less than a second, including the mobile platform. The changes made by these news media are, of course, worthy of praise, but only by the news media organizations, which now require hundreds of other news units to do the same. In fact, when these prestigious big media have already done this, it is bound to make the situation of small news media organizations increasingly difficult.

Ii. website design including "Content recommendation function based on personal preference"

In addition to speed, web design and layout are equally critical to traffic, even to final purchase decisions, some of which are people out of aesthetic considerations, but there are other factors that make design more important in driving traffic.

Another key conclusion is that the "private customized content recommendation system" is extremely important. Systems that can be automatically recommended by algorithms are already playing an important role in many large digital technology companies. Companies such as Amazon and Netflix are using content referral systems to achieve their revenue gains.

Articles made up of "most popular" and "push most" categories are becoming an important part of news and media sites, and they can significantly increase traffic if they are specifically opened up in a page. At the same time, studies have shown that their role and importance are underestimated. Google News's privately-customized system has greatly boosted the page's view. Similarly, the Forture website tested the use of content referral systems, which boosted page views by 30%.

But even that is so important. But it still has some difficulty in doing it right now. The news media has a limited number of people in this area, and the company is reluctant to pay high salaries to attract talent. But back to the point of this article, the importance of this recommendation system is worth the investment of the company. Other changes made at the technical level are not as likely to increase the flow of news as dramatically as it does.

In the next section, we will discuss how the content of the site should be positioned and designed. is not the site should pursue the "title Party", The pursuit of a variety of short articles on the good? In the next section of the discussion, you will have a clearer understanding of the content choices of your own website.

Want to learn about website operations? I'll teach you! On