Utshintsho lwakutsha nje kujongano lomsebenzisi kaGoogle luchaphazele umthamo kunye nomgangatho wetrafikhi yewebhu yendalo.
Umzekelo, uphononongo lwe-AI kunye neempendulo ezithengisiweyo zikaGoogle zisebenza ngokuthe ngqo kwiziphumo zophendlo zithetha ukuba ucofa oluphezulu lwefunnel olumbalwa lufikelela kwiiwebhusayithi.
Kukwakho nonqakrazo olumbalwa lwamagama angundoqo asezantsi-kwi-funnel njengoko uGoogle ezifaka kwinkqubo yokuguqula. Umzekelo, ukuba ujonge naluphi na uphando olunxulumene nemveliso, kusenokwenzeka ukuba uyakubona iimpawu ezinokuthi zibekho kwiphepha lemveliso ye-ecommerce, njenge:
- Iifayile
- Iithayile zemveliso
- Ulwazi lwamaxabiso
- Izaphulelo kunye nezivumelwano
- Reviews
Okubi nakakhulu, ucofa ezi tiles zemveliso musa ukuya kubathengisi. Bavula ipaneli kuGoogle enabathengisi abaninzi, kubandakanya iimarike ezinkulu, endaweni yoko:
Olu tshintsho luthetha ukuba njengoko amathuba aphezulu kunye ne-bottom-of-funnel ehla, i-mid-funnel ingaba sisixhobo sakho se-SEO esiyimfihlo endaweni yoko. Ndizakucacisa ukuba njani apha ngezantsi, kodwa kuqala...
Yintoni eyenza ukuthengisa phakathi kwefaneli kwahluke ukusuka phezulu-kwe-funnel okanye kumzantsi-we-funnel?
Njengokuhlaziya ngokukhawuleza, umxholo we-top-of-funnel (TOFU) ufundisa ngokwendalo kwaye uzalisekisa injongo yokukhangela ulwazi. Lo mxholo ngowona ukude kwintengiso kuhambo oluqhelekileyo loguqulo.
Umxholo we-Bottom-of-funnel ngumxholo umsebenzisi asebenzisana nawo ngokukhawuleza ngaphambi kokuthengisa. Izalisekisa injongo yentengiselwano kwaye ibandakanya amaphepha okuthengisa kunye namaphepha okumisa imveliso.
Umxholo we-Middle-of-funnel (MOFU) yinto emdaka phakathi.
Iinjongo zomxholo wefunnel ophakathi zezi:
- Abaphandi benguqu ukusuka ekubeni yingxaki-ulwazi ukuya kwisisombululo
- Nceda abaphandi benze isigqibo kwisisombululo esifanelekileyo
- Phucula ulwazi lwebhrendi ngokwandisa iindawo zokuchukumisa uphawu lwakho kunye nabaphandi
- Yakha ukuthembela kwi-brand yakho ukuze xa abantu belungele ukuthenga, bacinge ngawe kuqala
Kulapho abaphandi banokukhetha ulwazi oluvela kwabanye abantu, hayi i-AI. Ngokomzekelo, ngamazwi ka-Eli Schwartz:
Ngelixa iimpendulo ze-[Google's AI] zinokuvela kulamagama angundoqo, umsebenzisi usenokucofa iziphumo zophendlo kuba ezo mpendulo aziyi kwanelisa ngokwaneleyo.
Eli Schwartz, Umcebisi woHlumo lweMveliso-Led SEO
Kungenxa yoko le nto ilithuba elihle kakhulu le-SEO. Ludidi lomxholo ongenakwenziwa lula ukuthengiswa kumashishini amaninzi, ngakumbi iB2B.
Izimvo ezi-6 zoyilo zomxholo wefanitshala kunye nendlela yokuzifumana
Xa kwenziwe kakuhle, umxholo we-MOFU unokunikezela ngembuyekezo ephezulu kutyalo-mali lwe-SEO kunokuba yi-TOFU okanye umxholo we-BOFU.
Nazi iimbono ezintandathu eziya kuthi zinonge isicwangciso sakho kunye namathuba okufumana amathuba amaninzi ezinye ii-SEO ezingawathatheli ngqalelo. Ndizisebenzise zonke ezi ngempumelelo enkulu kumaphulo abaxumi, ngakumbi kwiibhrendi zeB2B ezithe nkqo emxinwa.
1. Iimpawu ezijikelezayo
I-Roundups luhlobo lwesithuba soluhlu. Zidla ngokusetyenziswa kwintengiso edityanisiweyo ukuthelekisa iimveliso ngeebrendi ezahlukeneyo zamagama angundoqo afana “nezona fryer zomoya” okanye “ezona headphones zingenazingcingo.”
IiSayithi ezifana ne-Wirecutter zisebenzisa izithuba njengesiseko kwizicwangciso zabo zomxholo.
Nangona kunjalo, uninzi lweendawo ezidibeneyo zijolise kuphela ekuthelekiseni iimveliso ngeempawu ezahlukeneyo, yiyo loo nto olu hlobo lomxholo lusetyenziswa kancinci ngamanye amashishini, njengee-commerce kunye ne-SaaS brand, abafuni ukufaka iimveliso ezikhuphisanayo kumxholo wabo wokuhlela.
Ithuba eliphakathi kwi-funnel ye-e-commerce kunye neenkampani ze-SaaS kukucinga i-brand edlulileyo vs.
Ukufumana la mathuba, khangela isihloko sakho esiphambili okanye udidi lwemveliso kwi-Keywords Explorer kwaye usebenzise isihluzo ukubandakanya amagama anje:
- Ideas
- Best
- Vs
- kwaye
- Or
- iintlobo
- ezinye iindlela
- uthelekiso
I-SIDENOTE. Amagama achanekileyo aya kufaneleka kwi-niche yakho anokwahluka.
Khangela amathuba okuthelekisa iimveliso zakho okanye izisombululo. Ngokomzekelo, ivenkile yokugqoka i-Fancy Dress ine-listicle ejolise kwigama elingundoqo "iingcamango zesinxibo seqela," kwaye ingcamango nganye yimveliso abayithengisayo.
Unokuthelekisa kwakhona iimpawu zesisombululo sakho ngokuchasene nomnye. Oku kunokusebenza kakuhle kumashishini e-SaaS. Umzekelo, qwalasela igama eliphambili elifana "neyona misebenzi yebhanki yeselula."
Ayilonqaku lobunzima lisezantsi kodwa umgangatho uyafikeleleka kwibhrendi yebhanki enegunya elithile emva kwayo.
Oku kuyinyani ngakumbi xa sicinga ukuba kukho isithuba esinye kuphela esenzelwa "iimpawu ezibalaseleyo" kunye nesithuba se-403 kwindawo yesithathu:
Kuyo nayiphi na imeko, imveliso xa ithelekiswa nemveliso okanye imbonakalo xa ithelekiswa nenqaku, imalunga nokubeka uphawu lwakho njengelona khetho likuphela kwalo ukuze xa abafundi belungele ukuthenga, bakukhethe ngaphezu komntu okhuphisana naye.
2. Ukuqweqwediswa kwesisombululo
Enye yeembono zam zeMOFU endizithandayo kukuqweqwedisa isisombululo. Isebenza ngokuguqula abantu abasele besazi isisombululo… kodwa kwisisombululo esingalunganga.
Umxholo wakho kufuneka ubaphembelele ukuba bathande imveliso yakho endaweni yesisombululo asele begqibe kuso.
Umzekelo, ii-Freshbooks zasebenzisa eli qhinga ukuguqula abantu abasebenzisa i-Excel kwi-accounting kunye nokugcinwa kweencwadi. Yenze amaphepha amaninzi anika izisombululo ezisekwe kwi-Excel kunye neetemplates kodwa ngeefowuni kwisenzo sokuzama isixhobo sabo simahla.
Lilonke, la maphepha ahambisa malunga ne-6,400 yeeseshini zenyanga ze-organic traffic.
Ukuzama oku kwiwebhusayithi yakho, khangela amagama angundoqo amalunga nesinye isisombululo kwesakho kodwa ungenayo injongo yokuthenga ecacileyo (umzekelo, “itemplate ye-invoyisi egqwesileyo” ukuba usebenzisa i-accounting app). Isuntswana lenjongo libalulekile, ngoko ke musa ukuyitsiba.
Ukuba awuqinisekanga ngenjongo yegama elithile elingundoqo, jonga into yethu esekwe kwi-AI ethi “Chonga iiNjongo”. Iya kukunika ipesenti yokucazululwa kweenjongo eziphambili zegama elingundoqo kwiiSERPs.
Nasi isizathu sokuba injongo ibalulekile.
Makhe sicinge ngoMsobo. Ithengisa oomatrasi abaxubeneyo kodwa yayikhe inamaphepha alandelayo ezinye iintlobo zoomatrasi kwiwebhusayithi yayo:
Ezi URLs sele zithunyelwe kwakhona kodwa inyani ihleli, babhala ngezinto abangazithengisiyo.
Ukuqala nje kokubona, la maphepha abonakala engumzekelo ofanelekileyo wokuqweqwedisa isisombululo. Nangona kunjalo, bajolise kumagama angundoqo eenjongo zorhwebo ezikude kakhulu ezantsi kwifunnel.
Umzekelo, makhe sijonge igama elingundoqo elithi “waterbed.” Xa ujonga i-SERP kuyo, kuyacaca ukuba uGoogle uyiphatha njengegama eliphambili elisezantsi. Iziphumo zokuthenga ziphezulu kakhulu kwesikrini, kwaye i-92% yeziphumo zijoliswe kubaphandi abafuna ukuthenga iibhedi zamanzi.
Ke, kujongwe ukusebenza kwala maphepha, kubandakanywa nala matsha abathumela kuwo ngoku, kukho ukwehla okukhulu.
Akufane kwenzeke ukuba iPurple ikwazi ukuphinda ifumane le traffic kula magama angundoqo ngaphandle kokuba iqala ukuthengisa ezi ntlobo zoomatrasi.
I-key takeaway: Fumana amagama angundoqo kwezinye izisombululo koko ukunikezelayo. Kodwa qiniseka ukuba abanayo injongo yokuthenga eyomeleleyo. Endaweni yoko, ufuna ukubona umxube weentlobo zomxholo wokubekwa ngokwenqanaba, njengeqela lezithuba zebhlog kunye namaphepha emveliso. Elo lithuba elifanelekileyo lokuqwalaselwa.
3. Iikhwizi
Iikhwizi luhlobo lwesiqulatho esisebenzisanayo esibonelela ngeempendulo okanye sicebisa izisombululo kubasebenzisi ngokusekelwe kwiimpendulo zabo kwimibuzo ethile.
Ayizizo zonke iikhwizi eziyinxalenye yefuneli ephakathi. Ngokomzekelo, khawucinge ngemibuzo ye-skincare.
Yi-TOFU ukuba igxile ekuchongeni uhlobo lwesikhumba sakho. Yi-MOFU ukuba icebisa eyona ndlela ifanelekileyo yokhathalelo lwesikhumba kuhlobo lwakho lolusu.
Ukufumana amathuba afanelekileyo, landela la manyathelo angasentla. Faka isihloko sakho esiphambili kwi-Keyword Explorer, kodwa ngeli xesha lokucoca amagama angundoqo kuquka izinto ezifana:
- Imibuzo
- uvavanyo
- Yintoni yam...
- Fumana eyakho...
- Finder
- kucetyiswa
Iibrendi ezimbalwa ezenza iikhwizi zihlala zingayazi ukuba ziyenzelwa njani i-SEO. Umzekelo, iphepha elikwinqanaba eliphezulu langoku "lemibuzo yokhathalelo lwesikhumba" inamagama angaphantsi kwe-100 omxholo olungiselelwe:
Ke ukwenza ulungiselelo lwephepha lokufika lukhawuleza kakhulu kwaye kulula ukuphumelela kwiimeko ezininzi.
Ngokuphathelele ekudaleni imibuzo ngokwayo, maninzi amaqonga angenakhowudi, afana ne-Outgrow, enokwenza ukwakhiwa kwemibuzo kube yinkqubo elula. Okanye unokulandela uyilo lwe-infographic-style, efana nesi siqwenga esivela kwi-Healthline.
Nokuba yeyiphi na indlela, iikhwizi zinokutsala amawaka eendwendwe ngenyanga kwaye zibancede bathathe isigqibo sokuba yeyiphi na yeemveliso zakho abanokuzithenga!
4. Izibali zeNiche
Njengemibuzo, iikhaltyhuleyitha sisicwangciso esikhulu se-MOFU esinokusoloko senziwa ngaphandle kwezixhobo zekhowudi. Bayi-engile enkulu kumxholo we-MOFU ukuba impendulo ehanjiswa yikhaltyhuleyitha ibalulekile ekuncedeni umphengululi enze isigqibo sokuthenga.
Ukufumana amathuba kuqondile, ngokwenkqubo engentla. Kodwa ngeli xesha, hluza amagama afana nala:
- Bala
- Calculator
- Ukulinganisa
- Yimalini
- formula
- Qi kelela
- Uqikelelo
Iyaphambana indlela elisetyenziswa ngayo eli qhinga, ngakumbi ngamashishini amancinci okanye iiwebhusayithi ze-niche.
Umzekelo, igama eliphambili elithi "ikhaltyhuleyitha yokulimala kwentamo" inazo zonke izinto ezenziwe ngethuba elihle le-SEO:
- Amanqaku obunzima aphantsi kakhulu
- Ambalwa amakhonkco afunekayo ukureyishwa
- Imithwalo yevolumu yokukhangela, ngakumbi kwiselula
- Ukwanda okuqikelelweyo kukhangelo
- Umthamo wetrafikhi umalunga ne-6x umthamo wokukhangela wenyanga
- Aaaaa kwaye iphepha elikwinqanaba eliphezulu alilungiselelwanga kakuhle eli gama lingundoqo
Okona kufunyenweyo!
Ukuba i-calculator yakho iluncedo ngokwaneleyo kwaye ibonelela ngamava amnandi omsebenzisi, ungade ufune ukwenza yonke loo nto ixhasa umxholo okanye wakhe amakhonkco amaninzi ukuyinceda irenki.
Umzekelo, makhe sijonge le calculator yomgangatho:
Ilula, ibonelela ngamava amnandi omsebenzisi, kwaye iluncedo kakhulu kuba unokubala indawo yomgangatho wamagumbi amaninzi ngexesha elinye.
Kananjalo ayinayo umxholo omninzi ngokwemigangatho ye-SEO yemveli (~ amagama angama-100) okanye amakhonkco amaninzi (kuphela i-16) kwaye kunjalo, izisa iindwendwe ezingaphezu kwe-8,500 ngenyanga.
Ikhaltyhuleyitha eluncedo efana nale yenza abantu basondele ekuthengeni, nto leyo eyenza ukuba ibe yi-asethi enkulu ye-MOFU enokuqwalaselwa. Maninzi kakhulu amathuba angasetyenziswanga ekufanele kujongwe kuwo, nakumashishini amancinci okanye ama-niche.
5. Amanqaku amanqaku
Amanqaku alolunye uhlobo lwesiqulatho esisebenzisanayo esilungiselelwe ukunika umphandi ibakala lokusebenza.
Ngokomzekelo, baqala ngokubuza imibuzo efana nemibuzo, kodwa injongo asikokunikela isicombululo esikhawulezileyo. Kukubonelela ngenqaku elinceda umkhangeli ukuba abone iingxaki ezinokubakho anokufuna ukuzilungisa.
Ngamanye amazwi, iikhwizi zilungile ekuphuhliseni ulwazi ngesisombululo, ngelixa amakhadi enqaku awabantu abanokufuna kuqala ukuphuhlisa ulwazi ngengxaki kwaye bakhululeke ekufumaneni isisombululo esifanelekileyo.
Ngokungafaniyo neekhwizi kunye neekhaltyhuleyitha, zombini zineepateni zokukhangela ezicace gca, kukho iinuances ezininzi zokufumana amagama angundoqo anxulumene nekhadi lamanqaku. Amaxesha amaninzi awukwazi ukuhluza “ikhadi lamanqaku” okanye okufanayo. Ngoko zama izinto ezifana:
- Ireyithi yam
- Umhle njani wam
- Indlela embi ngayo yam
- Umhloli
- Grader
Nantoni na ebonisa ukuba umsebenzisi ufuna ukusebenza kwawo kulinganiswe kuya kuhambelana nekhadi lamanqaku.
Umzekelo, qwalasela igama eliphambili elifana "nokulinganisa i-resume yam":
Yi-asethi enkulu ye-MOFU yenkampani yokwakha kwakhona i-SaaS okanye indawo yentengiso yokuqalisa kwakhona.
Ukuba unevenkile enxulumene ne-ecommerce enxulumene nePC, unokwenza ikhadi lamanqaku “lokukala iPC yam” kukhangelo apho ucebisa ngezixhobo ezingcono okanye iimodyu zokuphucula ikhompyuter yangoku.
Amathuba akhona ukuze athathwe ukuba uyazi ukuba ujonge phi.
6. Ii-asethi ezizezinye
Kucacile ngoku ukuba umxholo unokuthatha ngeendlela ezininzi. Kwiimeko ezininzi, isisombululo umntu asifunayo asikwazi ukuhanjiswa kwiposti yebhlog, iposti yentlalontle, okanye ifomathi ye-audiovisual.
Kulapho ezinye ii-asethi zinokuba sisisombululo esihle.
Ezi zezona asethi zam endizithandayo ukwenza uninzi lwamaphulo e-B2B SEO, ngakumbi ukuba zikwindawo ethe nkqo enophendlo olumbalwa lwe-TOFU okanye lwe-BOFU. I-mid-funnel iba yinzuzo kakhulu kwiimeko ezinjalo.
Umzekelo, unokuqwalasela ezinye ii-asethi ezifana neetemplates zespreadsheet zabasebenzi bolwazi, iibhloko zeCAD zeenjineli, okanye iidiagram zocingo zombane.
Zininzi iindlela zokufumana ezi ntlobo zamathuba. Ungaqala ngokucoca uluhlu lwakho lwamagama angundoqo:
- Izandiso zefayile eziqhelekileyo kushishino lwakho, njenge .jpg, .svg, .png, .psd, okanye .ai kubayili.
- Amagama afana ne-spreadsheet, idayagram, ifayile, okanye iplani.
- Isoftware ethe ngqo kwishishini efana neRevit yeenjineli, iCanva yabayili, njalo njalo.
Ngokomzekelo, kwi-B2B emxinwa ethe nkqo njengokwenza umnyango wokufikelela komntu, iindlela zophando zegama elingundoqo zisenokunganeli. Olu luluhlu lonke lwamagama angundoqo malunga nemveliso, umzekelo:
Singakwazi nokulibala izithuba zeblogi ze-TOFU. Ukuphendula imibuzo efana nokuthi "yintoni umnyango wokufikelela kumntu" onokuthi ngoku uphathwe nguGoogle akusoloko kufanelekile uhlahlo lwabiwo-mali.
Kwaye kulapho ukucinga ngobuchule kuya kuvuzwa kuba, kulo mzekelo, kukho i-goldmine efihliweyo yamathuba kwiibhloko ze-CAD kunye neefayile zoyilo zabakhi kunye nabakhi bezakhiwo.
Bahlala befuna iibhloko zeCAD zeengcango kunye nezinto ezingqongileyo ezifana neendonga kunye neefestile.
Akunjalo kuphela amawaka okukhangela izinto ezinje, kodwa ezi zixhobo zomenzi wocango mhlawumbi sele enazo. Kwaye basenokuba sele babelane ngazo kunye nabayili bezakhiwo kuthungelwano lwabo.
Ke kutheni ungasinyusi indawo yayo kumathuba anje ngenjongo yokunxibelelana nabakhi abaninzi?
Imalunga nokusombulula iingxaki zemihla ngemihla zabaphulaphuli bakho kunye nokwakha iindawo zokucofa ezininzi kunye nabo njengoko usenza njalo. Xa sele belungele ukuthenga, baya kucinga ngawe kuqala phambi kokuba bajike kuGoogle.
Ukuthatha okuphambili
Amathuba e-SEO atshintshile ngokusisiseko kwaye aya kuqhubeka nokuvela njengoko uGoogle etshintsha ujongano lwayo.
Ngokucofa okumbalwa ukuya kwiiwebhusayithi ukusuka phezulu-kwi-funnel kunye nokukhangela kwe-funnel-of-funnel, kukho ithuba elingasetyenziswanga leengcali ze-SEO ukuba zisebenzise i-middle-of-the-funnel endaweni yoko.
Kodwa, ukwenza oko kuthatha ubuchule obungakumbi kunye nokucinga okungaphandle kwebhokisi, ngakumbi ukuba ufuna amathuba abo okhuphisana nabo abangekawaqwalaseli!
Umthombo ovela Ahrefs
Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa ngu-ahrefs.com ngaphandle kwe-Chovm.com. I-Chovm.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.
