Personal website post-SP era embarked on the road of specialization regionalization transformation

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

From the proliferation of Web sites, entertainment stations, download stations to focus on industry, vertical areas and areas

"I went to the Court two days ago and told me I was missing some material and I'll go to the court again tomorrow to file the petition." "June 27, Advertising Publishers Forum adsenser.org webmaster Ge Xiaolong told the first financial daily." He's suing Google.

At the beginning of June, personal stationmaster Ge Xiaolong filed lawsuit to Shanghai First Intermediate People's Court, sued the search giant Google's advertisement Alliance adsense the jurisdiction clause is invalid. June 13, Ge Xiaolong received the court's verdict, the court decided that the jurisdiction of the case belongs to the United States. Ge Xiaolong The reason for the prosecution is that he felt that Google's site owners of the invalid clause is opaque and serious miscalculation, because it belongs to foreign contract disputes, in accordance with legal procedures, the need to determine jurisdiction. Ge Xiaolong to the court's decision and decided to continue to prosecute on other charges.

This contract dispute between the search giant and personal webmaster has caused a high degree of concern in the entire personal website industry. Some adsense webmaster in the forum to express the support of Ge Xiaolong and AdSense, even the entire advertising alliance industry crusade. After several storms, personal websites have been divided into the most important revenue streams from ad-League ads. When this "most important income" also faces the risk, the personal stationmaster will have to act.

"My goal is to urge Google to amend the ' overlord clause ', personal webmaster current survival is not easy, can no longer be bullied by the Giants." "Ge Xiaolong said.

Just a year ago, ads to the ad league divided into revenue, and not too many personal sites in the eye. In a short span of one year, seasons, stationmaster have Huangrugeshi feeling.

Once upon a time of joy

The initial site of personal website is a lot of personal interest from stationmaster. With the gradual growth of Internet users, some sites have gradually increased the number of visits, when the site traffic to a certain extent, commercial value began to appear. Some websites are starting to attract commercial advertising.

Webmaster Network (admin5.com) webmaster Zhang Zhinjun, net name "Figure King", do personal website has 7 years time, in the personal webmaster Circle is very famous. He recalls that his first site is mainly to do pictures, at that time did not expect to make money through the site, in 2002, the independent IP traffic reached 20,000, a lottery company in the above put a hundreds of yuan of advertising, which makes him feel that personal website can make money.

and chapter of the army similar personal stationmaster have a lot of. According to data from China Internet Network Information Center (CNNIC), personal stationmaster had 18,000 in 2002, and increased to 240,000 in 2006.

The real personal website to make money or SP (wireless value-added service provider) advertising Alliance and Taobao, ebay and other online advertising. Zhang Zhinjun recalls that the SP's most fire time was between 2004 and the first half of 2006. SP Advertising Alliance industry chain is tied with the SP, users visit the site will see the SP ads, the user input mobile phone number to subscribe to the SP service, personal sites will and SP company into the resulting revenue.

"At that time, a 10,000 independent IP site income of 3000 yuan per month is no problem, personal webmaster inside the monthly income thousand or even tens of thousands of many." "Zhang Zhinjun said.

Because found that the site traffic can be replaced by RMB, a large number of personal sites springing up, mainly Web site, download station (software, movies, mobile phone messages, ringtones, etc.) and entertainment station three kinds.

and the SP Alliance to the personal stationmaster to bring revenue surge opportunity also has Taobao, ebay two Consumer-to-consumer e-commerce battle. Zhang Zhinjun said that at that time, Taobao has been in the personal site 3 million, in order to compete for the market, can be registered users of ebay and Taobao are invested in personal sites, which makes many personal sites make money.

SP's income accounted for more than 80% of the income of the individual stationmaster at that time. "Zhang Zhinjun said.

However, less than 2 years of good days with Taobao, ebay Duanliang and SP industry policy changes and gone forever.

With Taobao and easy to market share gap opened, Taobao stopped a large-scale advertising, the amount of personal site is also greatly reduced, ebay also adopted a similar strategy. And another money-making magic--SP advertising also with the policy of repression, as the SP industry decline and decline.

With the new deal for the SP industry over and over, the income of personal websites is gradually decreasing, with the implementation of "two confirmation" of the subscription SP service starting last July, the income of personal website on SP almost stopped.

AD Federation replaces SP

After the SP is divided into income "Duanliang", the personal website begins to lock the revenue source on the ad league, which is almost the only source of income for the vast majority of personal websites.

There are three types of domestic alliances in the domestic market at present. The first category is Google, Baidu, Yahoo, such as the search giant's own ad league, the second category is Taobao, when the network advertisers, such as the construction of Ad league, three is good, Taiji advertising Alliance and other professional third-party advertising alliance.

Personal site to join the Advertising Alliance, the site in accordance with the requirements of the Advertising alliance to put some advertising code display ads, users click on both sides divided into gains. Among them, both according to display charges, there are pay-per-click, some advertising alliances even have to pay for the actual advertising effect. Because the Ad league offers a different click Price, a click from a few to a few dollars have, so the personal owners choose the various advertising alliance gains may be a difference.

Industry estimates, the domestic advertising league has been up to hundreds of, including the largest number of sites to join the Google Advertising Alliance AdSense. Chinese stationmaster Station (chinaz.com) stationmaster Yau Jianjun estimate, the present domestic individual stationmaster has 30% in its website to place the Google AdSense advertisement. Zhang Zhinjun also agrees with his view that the percentage of AdSense added is around 20% to 30%. Baidu and Yahoo's advertising alliance because of the site's traffic threshold requirements high, although the ratio is not much, but the industry estimated total income is not low.

Compared to the SP network to make the era of madness, advertising Alliance to bring the owners of the income of the poor. Zhang Zhinjun said that 10,000 IP traffic per day A website, the monthly income of less than 1000 yuan, which with the original 3000 yuan per month is far from the difference. Taiji Advertising Federation (T2C) general manager Tan Jun told the first financial daily, Taiji Advertising Alliance monthly income between 1 million to 1.5 million, and this is also the domestic Third-party Advertising Alliance, the larger one, personal website to get the share of income can be seen.

A part-time phone ringtone, picture download personal webmaster told reporters, his website income decline more obvious, the original monthly income of 10,000 to 20,000 yuan, now only two hundred or three hundred yuan per month of advertising revenue.

In addition to the income of the Advertising Alliance is not high, the league because of the ads and the owner of the site, the balance of interest to grasp the owners have become a concern. sued Google AdSense Ge Xiaolong that Google's balance biased towards advertisers, the interests of personal sites have been damaged. At the same time, Google because of technology confidentiality caused by the opaque, but also let some personal sites do not dare to join AdSense, "although the price is high, but once the account, not yet settled advertising costs a penny will not be." ”

Zhang Zhinjun said, Baidu, Yahoo and other large advertising alliance threshold is relatively high, the general Personal Web site is difficult to meet the requirements of some of Google Webmaster afraid to be sealed account, small Web site federation often have "deduction" traffic things happen.

"Advertising revenue is too small, on the one hand and network advertising market size is limited, on the other hand, and personal site characteristics of the site." Zhang Zhinjun said that most of the personal sites are Web sites, entertainment stations and download stations, these are mostly SP money generation products, traffic is "extensive" flow, the user clicks Ads.

The individual stationmaster who has realized these problems has begun the road of the transformation of the website content.

The road of transformation

At the end of April in Xiamen, the Chinese Webmaster Conference, the site's survival and transformation has become the Webmaster Hot topic.

Tan Jun that the personal site industry downturn, but also let some webmaster began to think, exactly why to do the site and what kind of site to do. Tan Jun that the previous personal site is not suitable for the current advertising Alliance mode, personal webmaster should do a good job, so that the number of ads clicks will go up.

Zhang Zhinjun agree with this view, he believes that personal website is experiencing a big industry shuffle, some entertainment stations, download stations, etc. to be phased out. Zhang Zhinjun that the transformation of personal website has two paths: specialization, regionalization.

Zhang Zhinjun said that one of the orientations of personal website transformation is the specialization in the vertical field, for example, to do mobile phone, PDA and other areas of the site, some aimed at Google English adsense keyword advertising prices webmaster began to do English site, but the ratio is not high, in the 2% or so; industry is also a specialization, that is, targeting some industries, Do some industry websites, this will win more advertisers recognition, thus obtain advertising revenue; regionalization is to the webmaster concerned about their regional market, for the regional market to provide some Internet services, such as building stations, network marketing, regional information platform.