Aia kekahi manaʻo ʻo Yandex, e noho ana i kahi kūlana koʻikoʻi ma ka mākeke hulina pūnaewele ma Rūsia, ʻaʻole ia e hoʻolaha wale i kāna mau lawelawe ma nā ala ākea ākea. A ʻo ia, me ke kōkua ʻana o "nā kupua," ke hoʻokau nei ʻo ia i nā pūnaewele me nā hōʻailona hana ʻoi aku ka maikaʻi ma mua o kāna mau lawelawe ponoʻī i nā lālani hope.
A ʻo ia, me ka hoʻohana ʻana i ka hilinaʻi o kāna poʻe hoʻolohe ponoʻī, alakaʻi hewa i nā mea hoʻohana a hāʻawi ʻole i nā pūnaewele kūpono loa, akā i kāna mau lawelawe ponoʻī. A hoʻonele kēia i nā mea pāʻani o ka mākeke i ka hapa nui o ka loaʻa kālā, ka mea e kāohi a i kekahi manawa e hoʻōki i ka hoʻomohala ʻana o kēia mau lawelawe pūnaewele a, ma ka laulā, ka ʻoihana.
E ʻike kākou inā he ʻoiaʻiʻo kēia. E kākau i nā manaʻo inā ʻae ʻoe i kēia manaʻo.
E wehewehe kākou i nā huaʻōlelo. ʻO kahi snippet kahi ʻāpana kikokikona i hōʻike ʻia i ka mea hoʻohana ma nā hopena hulina. ʻO kāna kumu e hāʻawi i ka mea hoʻohana i ka manawa e koho ai i kahi pūnaewele e hele ai. ʻOi aku ka nui o nā mea hoʻohana i ʻike i kāu snippet ma nā hopena hulina, ʻoi aku ka nui o ka manawa e pau ai lākou ma kāu pūnaewele.
CTR (Click to Rate) – snippet parameter – ka pākēneka o ka poʻe e neʻe ana mai nā hualoaʻa e pili ana i ka huina o ka poʻe e ʻimi nei i kekahi mea ma ka ʻenekini huli e hoʻohana ana i kēia huaʻōlelo.
Wahi a ka noiʻi (nā loulou ma ka hope o ka ʻatikala), ʻo ka haʻahaʻa o ka snippet i nā hopena hulina, ʻo ia ka haʻahaʻa o ka pākēneka o ka poʻe e kaomi ma luna. ʻO kēlā mau mea. E emi ana ka CTR o ka snippet inā he haʻahaʻa ka paena ma nā hualoaʻa.
Aia ka CTR i ka hulina hulina, ke kumuhana, ke ʻano o ka snippet ponoʻī, a pēlā aku. ʻAʻole koʻikoʻi ka waiwai kikoʻī; ʻoi aku, no ka maʻalahi, e lawe mākou i ka waiwai o CTR = 20% no ka wahi mua i nā hopena organik. ʻO ka snippet ma kahi ʻelua e like me 15%, ma kahi ʻekolu 10-12%, etc. ke emi nei me ka hoʻonui ʻana i ka hakahaka.
Inā ʻo ʻoe ka pūnaewele maikaʻi loa ma ka ʻoihana a kau mua ʻoe no nā nīnau pili, a laila hiki iā ʻoe ke helu i ka 20% o ke kaʻa (CTR = 20%). ʻO ka maʻamau, ma nā wahi mua i nā hopena organik, hōʻike ʻo Yandex i nā pūnaewele i hōʻoia i ka ʻoluʻolu o ka mea hoʻohana. Loaʻa i kēlā me kēia ʻenekini huli kahi ʻōnaehana o nā ana e loiloi ʻaʻole wale i ka pili o nā hopena hulina (ʻo ia hoʻi, pehea ka maikaʻi o nā pūnaewele i nā hopena hulina me ka noi a ka mea hoʻohana), akā pehea ka hauʻoli o nā mea hoʻohana e hele i kēlā me kēia pūnaewele kikoʻī me nā pūnaewele. loaʻa - ʻo ia ke kumu o ka ʻimi hou.
He aha ka hopena ke ʻike ʻia kahi poloka 2-3 snippets kiʻekiʻe ma waena o ka hoʻolaha ʻokoʻa (Yandex.Direct) a me nā hopena hulina kūlohelohe. ʻO kēia poloka kekahi o nā lawelawe Yandex? Pololei - ke emi nei ka CTR o nā wahi mua o nā hualoaʻa. Inā wale nō, ma kahi o ka pale mua a i ʻole ka lua, "hele" ka snippet i ka lua a i ʻole ke kolu o ka pale (no nā pale kelepona ʻoi aku ka nui o kēia hopena).
Ma kahi o ka 20% o nā kaʻa ma mua, i kēia manawa ua loaʻa i ka alakaʻi ʻoihana 10-12%. ʻO ka poʻe i loaʻa mua he 10% e loaʻa iā 5%, etc.
E 100 tausani mau malihini kipa i kēlā me kēia lā ma ka pūnaewele. A laila, he helu maʻalahi: inā loaʻa i kahi hui pūnaewele ka hapalua o kāna kalepa mai SEO (50 tausani), a ʻo ka hapalua mai Yandex (25 tausani), a laila ma hope o ka ʻike ʻana o kahi poloka me ka lawelawe Yandex (ka mea i kapa ʻia. nā kilokilo), ʻo kēia 25 tausani e koe wale nō ka 12 tausani. He mea ʻole paha kēia, akā he aha ka 12 mai 100? ʻO kēia ka 12% o nā kaʻa a ʻo ia ka 12% o ka loaʻa kālā. Maanei hiki iā ʻoe ke helu i nā peni no ka manawa lōʻihi, e kamaʻilio e pili ana i nā lilo paʻa a me nā loli, e pili ana i nā hiʻohiʻona o kahi ʻoihana. ʻAʻole kēlā ke kumu. ʻO ka hiʻohiʻona i hāʻawiʻia o ka heluʻana e pili ana i kaʻike o kahiʻoihana maoli, ma muli o nā hōʻailona maoli, ua kokoke loa nā helu i nā mea maoli. ʻO kēia ke ola i kēia manawa.
E noʻonoʻo ʻoe ʻo ka palena o kāu ʻoihana he 10% -15% a ʻo 12% o kāu loaʻa "evaporates"? ʻEhia mau kumuwaiwai hiki iā ʻoe ke hoʻolilo i kēia manawa no ka noiʻi ʻana o ka lehulehu, ka hoʻāʻo ʻana i nā ʻenehana hou, a me ka hoʻomohala ʻana i ka huahana ponoʻī?
ʻAʻohe kumu e hopohopo ai inā hoʻonohonoho ʻia nā lawelawe Yandex ma ke ʻano maʻamau a hiki i nā mea kūʻai aku āpau ke komo ma ke kumu like - hōʻike i nā kiʻi like ʻole a nani hoʻi me nā kiʻi, nā papa, a me nā mea ʻē aʻe. no ka manawa pōkole - ʻenehana i hōʻike ʻia e Ilya Segalovich - Yandex.Islands (ʻo ia hoʻi "nā kilokilo"). Eia naʻe, ma hope o ka haʻalele ʻana i ka hoʻāʻo beta, ua hoʻopau ʻia. ʻO ke kumu kūhelu, ʻoi aku ka maikaʻi o nā Mokupuni Webmasters ma mua o nā mokupuni ponoʻī o Yandex. I kēia manawa, loaʻa nā "mea kilokilo" i nā lawelawe pūnaewele pili me Yandex. Eia kekahi mau hiʻohiʻona o nā mea kilokilo; pono ʻoe e ʻae, ʻaʻole hiki iā ʻoe ke haʻalele i kēlā snippet, paʻakikī ke hele ma:
A penei paha:
Nā mea hou aku:
ʻOiai i kēia hihia, ʻaʻohe mea, koe wale nō nā mea hoʻomohala Yandex, e ʻike i ke ʻano o ka hoʻonui ʻana i ka coefficient (a i ʻole nā hana ʻē aʻe no ka hoʻonui ʻana i ka pono) e hoʻohana ʻia e Yandex i kāna mau lawelawe ponoʻī i mea e loaʻa ai nā kaʻa.
I kēia manawa ʻaʻole ʻo Yandex he ʻenekini huli wale nō. He hui IT kēia e kūkulu nei i kona aupuni ponoʻī. Akā, hana ʻo ia i kēia me ka ʻoiaʻiʻo, a i ʻole ma ka uku o nā mea pāʻani ʻē aʻe, a alakaʻi hewa paha ia i nā mea hoʻohana ma ka hoʻopili ʻana i nā hopena organik? Ke lohi nei ka hoʻomohala ʻana o ka ʻoihana ma muli o ka manipulation, a he aha kā mākou e loaʻa ai i nā makahiki 3-5-10?
ʻIke ʻia ʻo ka megacorporation "hānai" i nā mea hoʻohana wale nō i kāna huahana ponoʻī, no ka mea, ʻaʻole hiki i nā hui ʻē aʻe ke kū i ka hoʻokūkū? Akā ʻo ka nele o ka hoʻokūkū e alakaʻi i ka pilikia o nā mea hoʻohana.
Hoihoi ma ke kumuhana:
- e pili ana i nā haʻawina like ʻole o nā snippet CTR.
- mai Yandex (kahiko, akā ʻaʻole loli ke kumu).
- me ka hoʻohana ʻana i ka ʻenehana EyeTracking (i kēia manawa e pili ana iā Google).
Source: www.habr.com