Web Analytics Tools In-depth explanation of the source of Access statistics (iii)

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Related articles:

For the "Business background" and "technical background" of Access source statistics, check out the source statistics for the depth of web analytics tools (i)

For access to source statistics, "virtual tools" and "Reality tools" Please view the Site Analysis tool in-depth explanation of the source statistics (ii)

Expansion of analytical thinking

1. Summary of sources of visits

The Access source profile provides a way to reach visitors to the site, stationmaster according to this data to Judge website promotion/marketing aspect effect, but these data have a lot of traps, how to evade the data after such traps to further analyze the data behind the hidden visitor behavior motives?

1.1 Attention to unknown sources of access

As has already been said, visitors to unknown sources usually enter the Web site by entering the Web site directly or by means of a Favorites folder. This step-by-step source for the webmaster is love and hate, why say so? First, the increase in the number of unidentified visitors may indicate that the site is more user-approved, that is, the site is a collection of more users, if your domain name easy to remember its easy input, It may also mean that many users have memorized your site and entered it frequently. However, the direct access of users is very likely to become our loyal customers at the same time, this part of the user's motivation and purpose of the site become increasingly difficult to understand, because these users of the source sites, search engines, search keywords, read those ads and other information will not know.

The behavior of unknown source visitors can also be analyzed if some analytical techniques are used and other analytical functions are combined. The techniques for analyzing unknown source access can be grouped into the following areas:

A. Removal of unconscious visitors

No intention to enter the visitor is that, due to the wrong input URL, such as access to the site's users, usually the user will leave immediately after entering, so you can according to this condition, will browse the number of pages of 1 of access to remove.

B. Analyzing the user's original source

User initial source refers to the user's first access to the site of the source of the type, such as: a user in January through the ad a into the site, after the continued daily thought of the source of access, then we can speculate that advertising a for the user's effect is very good.

C. Determining the frequency of visitor visits

The frequency of visitors to the unknown source also determines whether the website analyst divides them into the loyal customer's important index, the visit frequency high indicates the user's loyalty is high.

D. Target transformation

Focus on the transformation of the target, as the main purpose of the site to achieve the situation, the target transformation can also assist the positioning of loyal visitors.

1.2 The secret behind the bounce rate

Bounce rate, a number that makes the webmaster jumpy, to access the source of this analysis, the bounce rate tip to the analyst an important message is that the site's promotion of investment direction or plan is not wrong? Here are a few specific examples.

A. High jump rate for specific search engines

Search engine promotion may appear in the direction of errors, such as the user-oriented search engine can be used to different, if the site to provide services to international users need to consider in Google,yahoo and other search engines to promote and optimize, and domestic users are usually more accustomed to using Baidu.

B. High bounce rate for specific keywords

Keyword promotion process, it is possible that the search engine crawler for the site's non-major business aspects of the search, to provide users with a number of misleading keyword query results, such as: Flower Network's main business is to sell flowers, accept online orders, but because the site contains logistics and distribution related to the text, will be provided by the browser as a keyword to the user, so that "express" the source of the keyword, the site should be aware of the weakening of these irrelevant or even misunderstanding of the keyword, strengthen the promotion of key business keywords.

C. High bounce rate for specific exchange links

Exchange links usually refers to the same industry or not the industry between the site to exchange the way in their own site to insert the links of the other site, together to promote the role of each other. If the jump rate from a particular site's exchange link is very high, it may mean a very good question, need webmaster combined with their own characteristics of the site analysis of the conclusions, such as: Competitors on the website of the price than reference to my site to adjust prices caused visitors to jump out after entering; the object of the exchange link is wrong, It doesn't make much sense to exchange links between technology and cosmetics websites. Instead, flower nets and cake sites can promote each other by exchanging links.

D. So far the source bounce rate is high

This situation is more complex, may be the URL is too easy to lose the wrong, such as users want to enter the www.taobao.com but the wrong to enter the www.taoboa.com, the user found the error immediately back to close the page. For the latter, it is the innocent person who jumps out.

E. High jump in advertising sources

Advertising target may be out of the question, or advertising creative is wonderful but the audience is easily misled and wrong to understand the purpose of the site, when the user's expectations and results inconsistent, users will immediately choose to jump out. For example: The main business of flower nets is to sell short-term ornamental bouquets, that is, no root gift bouquet. An advertising company plans a very gorgeous flash advertising, the screen shows the Valentine's Day, flowers, chocolates, as well as birthdays, cakes, flowers and so on, and put in a well-known network media eye-catching position. Although the advertisement in the eye-catching position shows the words of the flower net, but different visitors see this advertisement, produced a different understanding. A When the user opens the page, just see the exquisite chocolate, think is to buy the website of chocolate so click to enter; b The user saw the cake, thought is sells the cake the website so clicks enters; c users see flowers, but confirmed that is to buy potted site click into; D users because of the placement of ads closer to her to click on the link location of the wrong click to enter, the reasons above and so on may lead to a high jump in advertising, webmaster needs according to the situation of the site has been put into the content of the form of advertising is also comprehensive judgment.

1.3 The sudden increase in the source of search engine thought

Do you think it's wrong to read a topic like this to a reader? The sudden improvement of search engine should be a good thing? How does that lead to thinking? But the facts may not be as rosy as we think, and when we finish the case that the editor has been through, people will understand what is " There may be a truth behind the numbers that we can't see.

A large shopping site carefully planned an advertising campaign, decided to put ads on major media sites. After advertising we saw the growth trend of advertising sources, while the source of the search engine is also a growth trend, but the problem is that the company did not target the search engine advertising and keyword rankings, while advertising growth is far less than expected. Why is that?

Through the analysis of search engine source growth keyword learned that the recent growth of the keyword and advertising planning to use the Creative keyword surprisingly consistent, then can be a preliminary inference is that many users but to our ads after the intention to understand the progress, but did not choose to click on ads, Instead, you choose to enter through search engine retrieval, so what is the way to get into this trouble?

The next step we analyzed the advertising creativity and the effect of advertising, we found that the original advertising design process, playing very exciting animation at the same time did not give users to jump to the link to this site!!! Users need to be patient after a full 3 minutes and 14 seconds of advertising to appear links, many users do not have the xianxin and patience simply ignore the ad, some users are very interested in advertising, wait until the last click on the link, impatient simply through the search engine input ads Creative keyword into our website.

After the analysis above, immediately find advertising agencies and creative companies to adjust the content of the ads, advertising links can be clicked at any time. In the next few days, the search engine entered the user gradually dropped, the user of advertising into the steep climb, and the growth rate is far greater than the previous advertising and search engine total.

2. Search Engine Analysis

2.1 What is the search engine promotion

Search engine promotion refers to the use of search engine tools for Web site promotion methods. Search engine promotion forms usually include search engine optimization, keyword ads, fixed rankings, based on content positioning ads and many other forms.

From the current trend of development, search engine in the network marketing status is still important, and by more and more enterprises recognized, search engine marketing mode is also evolving, so should be based on the changes in the environment to choose the appropriate way to search engine marketing.

2.2 SEO

SEO (Search Engine optimization), search engine optimization, for the more popular in recent years, the network marketing methods, the main purpose is to increase the exposure of specific keywords to increase the visibility of the site, thereby increasing the opportunity to sell. is divided into stations outside the SEO and site seo two kinds. SEO's main work is by understanding how various search engines crawl Internet pages, how to index and how to determine their ranking of a particular keyword search results, and other technologies to optimize the Web page, so that it can improve search engine rankings, so as to improve the number of site visits, The technology that ultimately promotes the site's ability to sell or advertise.

2.3 Attention to visitor preferences

The definition of a particular user group by a site visitor determines what search engine should be promoted, for example, your site for users around the world to provide services, then Google-oriented SEO and promotion may be a good choice; Conversely, if you are concerned about the Chinese users, then Baidu may be your first choice. So the website customer's hobby, the custom and so on localization is very important, the user custom decides the user to use the search engine, the user chooses the search engine to decide on what engine the website should do the promotion to be more effective.

3. Search keyword Analysis

3.1 Misguided Keywords

Keyword analysis of the site, webmaster often see and the site business objectives are not related to the key words into the access situation, such as: Flower Network's main business is Flowers Express, as the content of the site includes courier keywords, but also include delivery to the City keyword, some people search "Beijing, Shanghai" and other keywords into the site, there are people through the "courier" keyword into, these visits are usually meaningless, from the data can be seen, these users usually enter immediately after exiting, and did not bring any benefits to the site, PV number of growth may be counterproductive, Thanks to users may be expected to be inconsistent with the world and the site generated resentment, even if the intention to purchase the case may not choose this site.

Misleading keywords also include misunderstandings about the user's understanding of the site's business, the site sells flowers, and many people who are looking to buy potted plants also enter through this keyword.

To sum up, the core of search engine promotion is the keyword, the site needs to locate a group of no ambiguity keyword as the site's keyword promotion direction, in order to reduce unnecessary misleading, improve search engine quality.

3.2 SEO Direction

Positioning the site to promote the keyword process is very difficult things, such as: flower nets to promote the key words include "flowers", flower nets, "flower" and so on. In the end, which keyword should be chosen to promote it? Some people will say that all promotion, if all the keywords are promoted, may be blind, ROI is not the highest. We need to make the following analysis.

Analysis of key words in flower net retrieval

From the number of sessions, "flower Nets" the best guide Effect, "Flower" guidance effect is the worst, and from the conversion rate indicators to see "flower net" conversion rate is not high, and "Flower" conversion rate is surprisingly high, this is why? Here we look at a set of analysis data.

By searching the order of keyword rankings, we seem to know some reasons, "flower net" keyword because of the site with the content of the operation, and almost all the pages in the station contains this keyword, so the search engine ranked first, many domestic users is through it into the site. However, "Flower" keyword ranking in the search engine 10th, many users are not easy to see this connection, and found that the connection after the user clicks into the quality is relatively high, the conversion rate reached 60%, the webmaster tried to pay attention to this keyword SEO, the result is unexpected, "Flower" Keyword performance is very good, several times even more than the "flower Net" session number, but the conversion rate is always maintained in the 40~58% or so, this is not counted to find a buried in the sand in the gold?

The number of conversational keywords is certainly worth our attention, and often I don't have unlimited potential in the unusual keywords that I don't control.

4. Analysis of other web site sources

4.1 Exchange Links Introduction

Website Exchange links, also known as links, reciprocal links, interchange links, etc., is a certain resources complementary advantages of the site between the simple form of cooperation, that is, on their own site to place the other site logo or site name, and set up the other site's hyperlinks, so that users can find their own site from the cooperation site, Achieve the goal of mutual promotion. So often as a means of web site promotion.

4.2 Selecting objects is important

As the saying goes: "A man afraid of wrong line, women afraid to marry the wrong Lang", the site of the exchange of links to choose the same reason, the choice of the appropriate exchange linked objects can enable both sides to win the promotion effect, conversely, if you choose the wrong exchange links, may cause users misunderstanding and affect the pit stop effect, For example: The flower net should and the cake net or the friend website carries on the exchange link, but cannot exchange with the colleague's flower net, otherwise may be used by the adversary, reference our website to compare the price comparison station and the quality comparison station. The choice of an exchange link usually follows the following guidelines:

A. Choose a website exchange link that is relevant and complementary to the business of this website

B. Exchange link Click to use pop-up new window

C. Do not overlap with their own business or a high degree of overlap of the site exchange links

D. Don't exchange links with unrelated industry websites

E. Do not exchange links with illegal web sites

(Copyright GUI Lin website Analysis blog All, welcome to reprint, but reprint please specify the source.) )

Original: HTTP://BLOG.DIGITALFOREST.CN/FANGWENLAIYUAN3