Pane maonero ekuti Yandex, inotora nzvimbo inotungamira mumusika wekutsvaga Internet muRussia, haingosimudziri mabasa ayo nenzira dzinowanikwa pachena. Uye izvo, nerubatsiro rwe "varoyi," ari kusundira masayiti ane hunhu zviratidzo zviri nani pane izvo zvemasevhisi ake mumitsara yekumashure.
Uye kuti iye, achitora mukana wekuvimba kwevateereri vake, anotsausa vashandisi uye anopa kwete nzvimbo dzakanyanya kukosha, asi mabasa ake. Uye izvi zvinonyima vatambi vemusika chikamu chakakosha chepurofiti, iyo inomanikidza uye dzimwe nguva inomisa kusimudzira kweaya masevhisi epamhepo uye, kazhinji, indasitiri.
Ngationei kana ichi chiri chokwadi. Nyora mumashoko kana uchibvumirana nemafungiro aya.
Ngatitsanangurei mazwi. Snippet chidimbu chidiki chemavara chinoratidzwa kumushandisi mune zvekutsvaga. Chinangwa chayo ndechekupa mushandisi mukana wekusarudza nzvimbo yekuenda kwairi. Kuwanda kwevashandisi pavakaona snippet yako mumibairo yekutsvaga, ndiko kuwedzera mukana wekuti vanozopedzisira vave pasaiti yako.
CTR (Click to Rate) - snippet parameter - chikamu chevanhu vanofamba kubva pamigumisiro yekutsvaga maererano nehuwandu hwevanhu vari kutsvaga chimwe chinhu mujini yekutsvaga vachishandisa mutsara uyu.
Zvinoenderana netsvagiridzo (zvisungo pamagumo echinyorwa), iyo yakaderera snippet iri mumitsva yekutsvaga, iyo yakaderera muzana yevanhu vanodzvanya pairi. Avo. Iyo snippet's CTR inodzikira kana saiti ikaita yakaderera mumhedzisiro yekutsvaga.
CTR inoenderana nemubvunzo wekutsvaga, musoro, kutaridzika kweiyo snippet pachayo, nezvimwe. Iyo chaiyo kukosha haina kunyanya kukosha; zvakare, kuti zvive nyore, isu tichatora kukosha kweCTR = 20% yenzvimbo yekutanga mune organic mhedzisiro. Iyo snippet munzvimbo yechipiri ichave ingangoita 15%, munzvimbo yechitatu 10-12%, nezvimwe. inoderera nekuwedzera nzvimbo.
Kana iwe uri webhusaiti yakanakisa muindastiri uye chinzvimbo chekutanga kune yakakodzera mibvunzo, saka unogona kuvimba ne20% yetraffic (CTR = 20%). Kazhinji, munzvimbo dzekutanga mumigumisiro yehupenyu, Yandex inoratidza nzvimbo dzakasimbisa kugutsikana kwevashandisi kwakanaka. Injini yega yega yekutsvaga ine hurongwa hwemetrics inoongorora kwete chete kukosha kwezviwanikwa zvekutsvaga (kureva, kuti masaiti ari mumigumo yekutsvaga anoenderana sei nechikumbiro chemushandisi), asiwo kuti vashandisi vanoenda kunzvimbo yega yega vanogutsikana sei nemasaiti. yakawanikwa - iyi ndiyo nheyo yekutsvaga kwemazuva ano.
Chii chinoitika kana block 2-3 snippets yakakwirira ichionekwa pakati pekushambadzira kwemukati (Yandex.Direct) uye organic yekutsvaga mhinduro. Ichi chivharo chimwe cheYandex masevhisi? Ndizvozvo - iyo CTR yenzvimbo dzekutanga mune organic yekutsvaga mhinduro iri kudzikira. Kana chete nekuti, panzvimbo yekutanga kana yechipiri skrini, snippet "inoenda" kune yechipiri kana yechitatu skrini (ye smartphone skrini iyi mhedzisiro inotonyanya kutaurwa).
Panzvimbo peiyo yapfuura 20% yetraffic, ikozvino mutungamiri weindasitiri anogamuchira 10-12%. Avo vakambogamuchira 10% ikozvino vanogamuchira 5%, nezvimwe.
Ngakuve ne100 zviuru zvevashanyi pazuva pane saiti. Tevere, kuverenga kwakapusa: kana kambani yeInternet inogamuchira hafu yetraffic yayo kubva kuSEO (50 zviuru), uye hafu yacho inobva kuYandex (25 zviuru), zvino mushure mekuonekwa kwechivharo neYandex sevhisi (iyo inodaidzwa kuti "Yandex". varoyi), ava zviuru makumi maviri nezvishanu vacharamba vari zviuru gumi nezviviri chete. Iyi i25% yetraffic uye zvinoreva 12% yemari. Pano iwe unogona kuverenga pennies kwenguva yakareba, taura nezve yakagadziriswa uye inochinja mari, nezve maficha erimwe bhizinesi. Haisi iyo pfungwa. Muenzaniso wakapiwa wekuverenga unobva pane zvakaitika kune bhizinesi rechokwadi, zvichienderana nezviratidzo zvechokwadi, nhamba dziri pedyo zvikuru kune chaiyo. Uhu ndihwo hupenyu ikozvino.
Fungidzira kuti muganho webhizinesi rako waiva 10% -15% uye 12% yepurofiti yako "inoputika"? Ndezvipi zviwanikwa zvaunogona kushandisa ikozvino pakutsvaga kwevateereri, kuyedza matekinoroji matsva, uye kugadzira chigadzirwa pachacho?
Paisazova nechikonzero chekunetseka kana Yandex masevhisi akaverengerwa muhurongwa hwese uye vatori vechikamu vese vemusika vaigona kutora chikamu zvakaenzana - ratidza zvakafanana zvinopenya uye zvinoyevedza zvimedu-zvimedu zvine mifananidzo, matafura, nezvimwe. Mukana uyu "waiita" uripo. kwenguva pfupi - teknolojia inoratidzwa naIlya Segalovich - Yandex.Islands (zvikurukuru "varoyi"). Nekudaro, mushure mekusasiya bvunzo yebeta, yakamiswa. Chikonzero chepamutemo ndechekuti Zvitsuwa zveWebmasters ndezvemhando yakaipisisa kupfuura Yandex's own Islands. Parizvino, "varoyi" vanongowanikwa chete kumasevhisi epamhepo akabatana neYandex. Heino mimwe mienzaniso mishoma yevaroyi; unofanira kubvuma, haugone kupotsa snippet yakadaro, zvakaoma kupfuura:
Kana zvakadaro:
Zvimwe:
Kunyangwe mune iyi kesi, hapana munhu, kunze kwevagadziri veYandex, achazomboziva kuti chii chinowedzera coefficient (kana imwe nzira yekuwedzera kukosha) inoshandiswa neYandex kune yayo masevhisi kuitira kuti iwane yakawanda traffic.
Iye zvino Yandex haisisiri injini yekutsvaga chete. Iyi ikambani yeIT iri kuvaka humambo hwayo. Asi inoita izvi nekutendeseka here, kana kubhadhara vamwe vatambi, uye inotsausa vashandisi nekubira mhedzisiro yehupenyu? Iko kusimudzira kweindasitiri kunononoka nekuda kwekunyengera, uye chii chatichawana mumakore 3-5-10?
Zvinoitika kuti megacorporation "inodyisa" vashandisi chete zvigadzirwa zvayo, nekuti mamwe makambani "akatadza kumira mukwikwidzi"? Asi kushayikwa kwemakwikwi kunotungamirira kumagumo evashandisi kutambura.
Inonakidza pamusoro wenyaya:
- nezvezvidzidzo zvakasiyana zveCTR snippets.
- kubva kuYandex (yekare, asi essence haina kuchinja).
- uchishandisa tekinoroji yeEyeTracking (ino nguva nezveGoogle).
Source: www.habr.com