Search Engine Optimization: Diagnosing the causes of traffic decline

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Recently, I have a program friend contact me want to ask me to help see their site traffic suddenly dropped down. He is backstage, so he doesn't care about website optimization. But his boss is impatient, after all, it's not good for the company. So I listed some questions for him to give to his boss. The boss's answer to most of the questions is Gegedada, and it makes me realize how important it is to understand the basics of website optimization, even when you have a high level of traffic on your site, don't neglect learning about it. A clear and multifaceted understanding of the natural search flow is the key to diagnosing and solving problems.

Here are some of the questions I asked:

1. Use the data to speak.

My friend's boss said why 48 hours, the search engine has not reflected the changes in our site information. I don't care about that. In fact, it is impossible for a search engine to crawl, process, and reorganize much of the site's content within this time period. I am more interested in the actual changes in the site, such as the site's internal links, the naming structure of the URL, unable to turn to the URL and the past one months has been included in the new page. To elaborate on the impact of these factors on the site, additional space is required. What I want to remind you here is that you need to combine the data to analyze the site.

2. Sort the traffic generated by each keyword.

Many site owners should be aware of their site's keywords, these words can bring them search traffic. According to the flow generated by each keyword, they are listed in a ranking list. Then try to manually enter these words into the search box, which is much more useful than just looking at the reports, such as you can see the competitor rankings, whether there will be OneBox1 in the results page of the keyword, and whether there are some new sites going up quickly in the search terms.

3. Search the total number of keywords.

Most SEO practitioners don't care about this number, but I think it's important. Understanding these search keywords will help you analyze the quality of your site and the width of the user's "Long tail" query. Keep a monthly sync statistic of how many keywords can bring traffic to the site.

4. The link is directed to the page.

As with search keywords, we also need to count the number of links from the search engine to the page. This is another good way to know if a site's content matches a user's behavior. Using this method, you can also understand how quickly these new content can be indexed by search engines.

5. Total Revenue page.

For the mainstream search engine included in the page you have to be aware of. Compare these included pages to the total number of pages in the site. Do you see whether this percentage increases or decreases once a month?

Also note that, Google's search results page, "Supplemental Materials 2" inside will appear in your site's Web page. Although few people can say exactly what causes the page to be included in the "Supplemental results", but there is a point of consensus is that the pages will affect the site's search keyword rankings.

In addition, such as "site:yourdomainhere.com * * *-view" Test commands can also be retrieved by the engine of the page (Supplementary page does not count).

6. Number of backlinks.

Yahoo Site Explorer and Google webmaster Tools can provide you with this data statistics, and very good, internal links and external links are included. Check this statistic form every month to see how many links to your domain.

7. Natural flow.

The best way to measure natural search is to look at the natural flow of the site, which means the traffic generated by the non paid click Business. Knowing how many backlinks the search engine generates, and how much this number accounts for the total flow, will help you better understand the status of the site. This number may change a lot every day, but from a long period of time (a few months) can still know the overall trend of the site. Also look at traffic comparisons from different search engines. Although the industry does not have a unified view, but an optimized site generally from Google, Yahoo and MSN traffic is almost 4:2:1. More special circumstances, Google:Yahoo:Microsoft will reach 10:3:1, don't be surprised. When you check your traffic report every month, the approximate percentage you need to keep in mind.

Although you don't know a lot of the data mentioned above, it's important to do a good web analytics. Don't be confused by so many numbers, remember the data for future use.

In the future, I will elaborate on these metrics and what we should do when these numbers are down.

Comments：

1. OneBox: Search engine will be based on your keywords, at the top of the search results, listed search engine "guess" some relevant content. For example, stock quotes, weather, English translation and digital computing services.

2. Supplementary material: u/zanhui/archives/2007/1001.shtml