Through the website data, we can learn more about the website health, see the viscosity between the website and users, accurately locate website problems, and promptly adjust and customize new optimization plans, make the keyword ranking more stable.
First, Yu Yinglei will discuss the core data analysis, for example, 1688086.com.
There are usually two confused areas for seo:
1. I don't know where to start. All SEO optimization starts from data analysis. The data tells us about user behavior. The page is good or bad.
2. I don't know what I did in the ranking process.
We often see the data in the page click chart of the website ip pv bounce rate. Most people have not noticed anything from the page, which is also a very difficult reason for SEO, does not understand data analysis. Today, I would like to tell you about user data. Only user data reflects our optimization performance. If the user experience is good, users will not tell you, but only through feedback on user data.
Most people who read data will look at what they see and focus on popular data. We need to pay attention to some special data that the public does not pay attention to. We seldom pay attention to users who come in. We often pay attention to popular pages, but seldom care about pages with few clicks. If some pages have few clicks but stay for a long time, can we study them.
The page bounce rate is very high, so what is the cause of the analysis. We don't know what users like or dislike. Offline stores can know. We only need to carefully observe abnormal data. The data cannot be viewed in a single way. pv page views. When a website is accessed by a certain user, the page quality is improved. The ip address and uv (Independent Visitor) are fixed, and the pv page views increase. Pv is incorrect. For example, if the bounce rate of a website is used, if a user enters a page and closes the page without any link, the bounce rate is 100%. If the point is 0, it is relatively low, but the page stay time should be checked based on the page stay time. The content value of this page is not high.
The bounce rate is very low, and the stay time is also very low, proving that the page link value is very high. High value of the internal chain. The content of this page is of low value. It indicates that the internal chain is good. Baidu can also add points to your website. If the content value of the website is poor, it is not conducive to keyword ranking. (Intranet links refer to links between pages within a website. Links are exported rather than links .)
Yu Yinglei pointed out the focus of data analysis: I am not the focus of everyone's attention. I am the focus that everyone does not pay attention.
Everyone is most interested in the bounce rate. I like to pay attention to the bounce rate of 0 or 100, 100 stay Time, 5 minutes, 26 PVS, this page solves the illegal settlement of Nanjing debt collection company and does not meet the level 2 requirements of users.
The stop time indicates that the page is of high quality. Turning it off after reading it indicates that the second-level requirement is not solved. Nanjing debt collection company is illegal. We did solve it. If we can solve the second-level demand. Is it because we jumped out to lower the pv, increased the weight, and ranked well. The quality of Baidu's obsolete pages is very low, improving pages that meet user needs. We know the problem through data analysis. Can we improve it. If the bounce rate is 0, we also need to study how to do well.
There is no ranking on the page for debt collection from friends. If the ranking is on the second page and the first page does not solve the problem, the user is eager to solve the problem. We have not solved this page, is this pv healthy? Can we find that this problem should be solved and ranked first. If the user has other problems not solved, we can solve these problems.
Many people will think that there is no data in the early stage of the new station, and there is no way to analyze the data. In fact, we can analyze the trend of the Baidu Index, the demand map, public opinion manager and demographic profiles.
Overview of trend research: it refers to the development trend of this industry. Users have different needs for the same item in different periods.
The role of the demand Map: This keyword tells you about the surrounding keywords.
Overview of public opinion manager: I will tell you what you are worried about and what you are discussing.
Demographic Profiling Overview: The Analysis of the demographics that search for this keyword tells us the distribution of user groups across the country, where the key users are, focuses on the city to shorten the optimization cycle, improve competitiveness and focus on your own advantages. This way, the ranking is up, the traffic is up, and the coverage rate is up.
Then Yu Yinglei will explain how to analyze data. Case study: Join the yangfa Pavilion
I. Trend Research and Analysis
A large number of clicks were made to join the yangfa Pavilion in August 2012. There must be a reason for the data change. Some people are investing in yangfa Pavilion and making advertisements (such as figure 1) for yangfa Pavilion ).
Analysis of Baidu Index trends
From the trend chart, you can also add a hair salon to join the peak season in the second half of the year. If our website rank steadily at this time, and The Long Tail Keyword rank is also good, the coverage rate is also good, this will increase the brand word awareness.
A special data: before December 2008, the number of shopping clicks was greater than that of Taobao. After December 2008, the number of clicks on Taobao was gradually greater than that of shopping because Taobao blocked Baidu.
II. Requirement graph analysis
Baidu index demand graph analysis
Demand distribution (see figure 2): from the data, we can see that the demand for joining children's clothing and bread is huge from. Children's clothes are very exquisite. Children's clothes are divided into children (not earning money, there are many malls) and children (earning money, children grow fast, and clothes are bought every season ).
Moji.com advertises moji.com for the moji.com air purifier, which has a higher trust level and is mainly used to earn money from the industry.
When we joined the search and hair salon, we were very popular with white hair. Through this data analysis, if we had the experience of white hair and hair raising in our hair salon, we would be able to meet the needs of users, at this time, is it more advantageous than its peers and there are more opportunities. Therefore, data analysis is very important.
III. Public opinion manager analysis
Analysis of Baidu Index public opinion manager
Public opinion manager analysis: the search for a hair care center to join tells us two data items: What are the top concerns of the first person joining the hair care center, and what are the users' biggest concerns? What users are most concerned about and worried about is joining the silk domain hair salon.
The attention of the source region is not high, so what should we do?
A: Which of the following is the best choice to join the yangfa Pavilion? Is the most important concern of users. On the homepage of the website, we can compare the joining data of the yangfa Pavilion. The investment cost, return period, and profit value that users are most worried about. All aspects of the user are better than the silk domain, and the user will undoubtedly choose the source region.
IV. Demographic profiling:
Analysis of Baidu Index demographic profiles
Is it true that the data is correct? If it is an enterprise station, we need to analyze data from the competitor's dimension. For example, Nanning is the birthplace of yangfa, and competitors have a high click rate.
In fact, the yangfa Market is located in the north, upper, and wide regions. Because of the cost required for yangfa, if we joined the Beijing yangfa Pavilion to solve user needs, the rankings would soon come.
First, Yu Yinglei will explain the online examination (kaoshi110.com) case study:
Through the heat map, we found that the exam registration and admission ticket printing are correct in the first and second places. The score query and test Guide have a higher click rate than the certificate.
Have you analyzed the heat map and immediately adjusted our website layout?
Answer: No. We need to analyze the time points. The admission ticket may be printed at the early stage of the test, so the click rate is high. We can put the score query and examination guide in front of the certificate receipt. When the certificate receipt is in a period of high demand, we can identify the certificate receipt, so that the user experience is good.
The user's browsing habits are from left to right, from top to bottom. At this time, we analyze the heat map to find out which page the user liked in the recent time. The page has a high click rate, in this way, we can reasonably adjust our website, adjust the layout of navigation, and the layout of the body, which is conducive to user experience. Baidu will definitely put such an excellent website in front.
Sometimes in the last 7 days and the last 30 days, the click rate is different. Therefore, we do not reference short-term data for reference data.
The page click graph remains unchanged, but the page content is constantly updated. The Click hotspots we see are different. At this time, we need to save the screenshot of the page click graph of yesterday, we will make a comparison tomorrow with today's.
Summary: From the heat map, we can find out what content on our website is required by users and what is not needed by users. In addition, we can know the user click track chart, which is red for users to click. Adjust our website layout based on the feedback from the heat map.
