Iinjongo zeNtengiso yoMxholo: Zingaphi & Zeziphi na

Iingcebiso eziqhelekileyo zithi zintlanu ukuya kwi-10 iinjongo zokuthengisa umxholo kwaye ungazibetha ngokwahlukeneyo ngeentlobo ezahlukeneyo zomxholo. Ndicinga ukuba kukho iimpazamo ezimbini kule ndlela.

Okokuqala, yenza iimpazamo kwiinjongo zeziphumo zokuthengisa umxholo.

Okwesibini, akufuneki uyile ukubetha enye kuphela kwezo "njongo" kuba inokwenzakalisa umgangatho womxholo.

Kweli nqaku, ndiza kwabelana ngembono malunga nokuba yintoni engalunganga ngemodeli eqhelekileyo kwaye ndinikeze isisombululo-indlela elungelelanisiweyo (kwaye ngethemba lokwenene) kwiinjongo zomxholo.

Isiqulatho
Ingxaki ngeenjongo zokuthengisa umxholo wemveli
Yeyiphi enye indlela
Indlela yokufezekisa iinjongo zakho zomxholo omtsha
Iingcamango zokugqibela

Ingxaki ngeenjongo zokuthengisa umxholo wemveli

Kangangeminyaka, besiqhelene neseti efanayo yeenjongo zokuthengisa umxholo. Ihamba ngolu hlobo:

• Ulwaziso lwebrand
• Isizukulwana senkokheli
• Ubunkokeli bokucinga
• Khokelela ekukhuliseni
• Ukudala umdla kwimveliso
• Uguqulo (ukuthengisa/ukubhalisa)
• Ukunyaniseka kophawu
• Ukugcinwa komthengi

Ivakala iqhelekile? Ezi ziinjongo zentengiso zemveli eziphinda-phinda ngopapasho oluninzi kwiminyaka edlulileyo.

Okumangalisayo kukuba, ezi njongo zakhelwe phezu kweempazamo ezimbini ezilula.

1. Ukuphosisa iziphumo kwiinjongo

Enyanisweni, ezo ayizinjongo zokuthengisa; ezo ziziphumo zokuthengisa umxholo olungileyo. Ngamanye amazwi, le yindlela amashishini azuza ngayo ekudaleni umxholo oluncedo nowonwabileyo.

Ukuba uyazibuza ukuba yintoni umahluko:

Ngoko isizathu sokwenza ukuthengiswa komxholo kukufezekisa iziphumo. Kodwa ukuze uzifezekise, kufuneka enye into. Ufuna iinjongo ezikhokelela kwezo ziphumo.

2. Oku kuthetha ukuba unako/kufuneka ugxile kwinjongo enye

Khawucinge ukuba "injongo" yakho kukwenza umxholo oza kuvelisa ngakumbi.

Ngaba oko kuthetha ukuba unokulibala malunga nokwakha ukuthembana, ukudala ulwazi lophawu, kunye nokufundisa abaphulaphuli kweso siqwenga sinye somxholo?

Kwaye kutheni umntu angabhalisela imveliso yakho okanye incwadana yeendaba ukuba bacinga ukuba umxholo ubukumgangatho ophantsi?

Ingongoma endizama ukuyenza kukuba awukwazi ukukhetha enye yezo njongo zemveli kwaye ulibale ezinye.

Ukuba unyanzelisa ukugcina umxholo wakho malunga nenye kuphela yezo njongo zemveli, ubeka umngcipheko wokuwohloka umgangatho wayo kwaye, ngenxa yoko, ukunciphisa iziphumo.

Ngokwahlukileyo, umxholo omhle uzisa iziphumo ezininzi ngexesha elinye. Kufana nje nokuzilolonga—kuchaphazela wonke umzimba nengqondo yakho. Kodwa kuphela ukuba uyenza ngokufanelekileyo.

Ingcambu yengxaki

Ezi zimpazamo zimbini zingentla zinengcambu efanayo: ukucinga ngomxholo kwindlela yoshishino kwaye kungekhona i-user-centric one.

Umxholo olungileyo ngumsebenzisi-centric.

Ekupheleni kosuku, onke amashishini alindele ukuba intengiso inyuse intengiso. Kodwa abathengi balinganisela kwiinkalo ezininzi ngaphambi kokuba benze ukhetho. Ayizizo zonke ezinokuphenjelelwa kukuthengisa, ngakumbi ukuthengisa umxholo.

Ngokwenyani, yonke intengiso yomxholo inokuchaphazela ngaphezulu okanye ngaphantsi kwezi zinto zintathu:

• Education
• Ukuphefumlelwa
• ukonwatyiswa

Ndicebisa ukuzisebenzisa njengeenjongo zokuthengisa umxholo.

Yeyiphi enye indlela

Cinga ngeenjongo zokuthengisa zemveli njengeziphumo zomxholo womsebenzisi-centric kwaye uqwalasele oku kulandelayo njengeenjongo zakho ezintsha.

Injongo 1. Imfundo

Apha kulapho udala umxholo oluncedo malunga:

• Iingxaki imveliso okanye inkonzo yakho inokusombulula.
• Izinto ezinokuthi imveliso/inkonzo yakho izenze ngcono.
• Eminye imingeni kumava abaphulaphuli bakho (ehambelana neshishini lakho).

Umxholo wezemfundo usebenza kumashishini kuba abantu bafuna ulwazi ukuze baphumelele kweli hlabathi. Kodwa eyona nto ingcono kunolwazi sisixhobo esikunceda ukuba usebenzise olo lwazi kwaye ucombulule iingxaki zakho. Ngokuthengiswa komxholo, iinkampani zinokuzisa ezo zinto zimbini ngaxeshanye: ulwazi kunye neendlela zokuyisebenzisa.

Makhe sijonge imizekelo emithathu.

Inqaku lethu elibizwa ngokuba “Ungabeka njani inqanaba eliphezulu kuGoogle” ngumzekelo wodidi lokuqala—umxholo malunga nomngeni i-SEO suite efana neyethu inokunceda ukusombulula.

Ikwaluhlobo lwesihloko esiya kuthi siwubeke phambili ngenxa yoBukhona beTrafikhi ephezulu.

Umzekelo olandelayo uvela kuZapier. Nangona usetyenziso lwayo lungasombululi ngokuthe ngqo ingxaki “yeyona app yoluhlu lwezinto oza kuyenza,” inokwenza nawaphi na amava osetyenziso abengcono ngokudityaniswa okuzenzekelayo.

Umzekelo wesithathu ubonisa ukuba unokuba luncedo kubaphulaphuli bakho nokuba isisombululo asikho kwimveliso yakho. Iphepha lokuqala likaGoogle elithi "indlela yokuthi hayi kubathengi" lilawulwa ziinkampani ezinemveliso ezingakwaziyo ukusombulula ingxaki.

Injongo 2. Ukuphefumlelwa

Lo ngumxholo onika abantu "intlantsi" yokwenza kwaye bafezekise iinjongo zabo.

Inkuthazo yahlukile kwimfundo ngendlela engazisombululi ngokupheleleyo. Isebenza ngentelekelelo kunye neemvakalelo ukubonisa okunokwenzeka okanye kuchaza umbuzo obalulekileyo. Ngaphezu koko, inempembelelo ngakumbi kumxholo wezemfundo.

Inkuthazo isebenza kumashishini kuba:

• Ikuvumela ukuba ufikelele ebantwini phambi kokuba bafumane ingxaki esonjululwa yimveliso yakho kwaye xa bengajonganga ukusombulula ingxaki. Oku kukuvumela ukuba ubethe ukhuphiswano kwi-punch.
• Yenza unxibelelwano lweemvakalelo kunye nabaphulaphuli bakho ngochulumanco kunye nomdla. Iimvakalelo zenza iimpawu zingalibaleki.
• Vumela iibrendi ezikhuthazayo zigqame ngokwenene.
• Unamandla okuphembelela.
• Ingenza abantu bafune ukubuya ngokuzenzekelayo. Kwaye oko kubalulekile kuba umxholo wenza indlela yawo ukuya kumfundi ngaphandle kokhuphiswano.

Nanku umzekelo ovela kwi-InVision. Inecandelo elipheleleyo le-podcast apho lidlana indlebe nabantu abadumileyo nabanempembelelo kwizihloko ezenza inkuthazo engalibalekiyo.

Iipodcasts ze-InVision azithethi ngemveliso kodwa:

• Uphawu lukhona.
• Inkuthazo sisibaso sokuyila kubaphulaphuli ekujoliswe kubo.

Injongo 3. Ukuzonwabisa

Yenza umxholo "ulula" ngenjongo yokonwabisa abaphulaphuli bakho. Kodwa kuphela xa ubona imiqondiso yokuba abaphulaphuli bakho bayayixabisa loo nto.

Umxholo owonwabisayo unokusebenzela ishishini lakho ngeendlela ezifanayo kumxholo okhuthazayo. Idala uxhulumaniso lweemvakalelo kwaye inika abaphulaphuli isizathu esinyanzelekileyo sokubuya. Kodwa ngelixa umxholo okhuthazayo ufuna into enzulu (ukutya kwengcinga), umxholo wokonwabisa uya kujolisa ikakhulu ukubamba ingqalelo kunye nokuvuselela amava.

Ngaphezulu koko, umxholo wokonwabisa ngokungathandabuzekiyo unokufikelela okubanzi kuzo zontathu iindidi kuba:

• Abantu abafane baphoswe lithuba lokuzonwabisa.
• Kwimarike apho wonke umntu sele epapashe “IsiKhokelo esiGqibeleleyo ku-X,” uyatsiba ngaphaya koko ngomxholo ekungekho mntu wumbi owakhe wambona ngaphambili.
• Inokufikelela ebantwini kwangoko kakhulu kuhambo lwabo lwabathengi. Ngokunokwenzeka nangaphambi komxholo okhuthazayo.
• Inesakhono esiphezulu sokuya kwintsholongwane.

Kwakhona, olu hlobo lomxholo UCanzibe ukusebenza, kodwa kunzima ukuyiphatha. Amashishini ayingowona bonwabisi baqhelekileyo (ingakumbi abo B2B). Nangona kunjalo, ukuzonwabisa akufuneki kube malunga nokuthumela i-memes kwimidiya yoluntu; emva koko, zininzi iintlobo zeefilimu, kwaye zonke ziyonwabisa.

Ngendlela efanayo, ukuzonwabisa kunokuvela kwimibandela enzulu. Nanku umzekelo osuka kwiMailchimp. Yingxelo engomnini wevenkile yeelekese zembali.

Oku akuyona indlela ecacileyo yokwenza intengiso, ndiyayifumana. Kodwa dibanisa loo mfanekiso kunye nesicatshulwa (esibonelelwe ukuba Ezahlukahlukeneyo) ukusuka kwi-Mailchimp VP uMark DiCristina, kwaye uya kufumana umbono:

Sibona lo mxholo usisithuthi esihle sokutsala abantu kwi-Mailchimp abangazange beve ngathi kwaye mhlawumbi abasifuni okwangoku.

Iinjongo ezintathu kunye neziphumo zazo

Njengoko sele kukhankanyiwe, ukufezekisa iziphumo ezininzi luphawu oluqhelekileyo lokuthengisa umxholo olungileyo. Nangona kunjalo, ngezi njongo zintathu, uyakwazi ukwalathisa ingqwalasela yakho kwisiphumo esithile. Kufana nokuqeqesha amalungu omzimba-lonke uqeqesho luya kukunceda utshise amandla, kodwa unokugxila kwezinye iindawo ngaphezu kwabanye.

Nantsi uqhekeko olunzima.

Indlela yokufezekisa iinjongo zakho zomxholo omtsha

Nazi iingcebiso ezimbalwa eziza kukunceda usebenze ngokumisela kunye nokufezekisa iinjongo zokuthengisa umxholo.

Chaza usukelo lwakho

Ke sineenjongo ezintathu zokuthengisa umxholo ngokubanzi ukuza kuthi ga ngoku. Ingxaki kukuba jikelele kakhulu. Kufuneka sizenze zibe luncedo sisebenzisa indlela yokubeka usukelo.

Enye indlela okhe weva ngayo yindlela ye-SMART. Kodwa ekubeni ingenguye wonke umntu ovumelana nayo, nazi ezinye: CLEAR, PACT, njl.

Ndicinga ukuba bonke banento abanokuyinikela kwaye ngumbandela wokhetho lomntu kuba zonke zivulelekile ukutolikwa. Ngoko ke sebenzisa nayiphi na indlela yokuzibekela usukelo eyona ndlela ikufaneleyo ukufundisa, ukukhuthaza, okanye ukonwabisa abaphulaphuli bakho. Khawucinge nje ngoku:

• Gxininisa kwiziphumo onazo unako ulawulo – Into ongakwaziyo ukuyilawula, awukwazi ukuyilawula.
• Musa ukusebenzisa amaxesha angqongqo kakhulu -Umxholo olungileyo uthatha ixesha ukuvelisa, kwaye kuthatha ixesha ukubonisa iziphumo.
• Sebenzisa ii-KPI ezilula, ezisebenzayo - Oku kuya kukunceda uhlale kwindlela (ngaphezulu koku kancinci).
• Musa ukoyika ukuvavanya – Ukuba akuqinisekanga ukuba kuza kwenzeka ntoni, zenzele usukelo lwakho lokufumanisa.

Ngoko ke nantsi imizekelo embalwa:

Sebenzisa ii-KPI ezilula, ezisebenzayo

Ukuthengiswa komxholo ngumdlalo wexesha elide. Kubalulekile ukuba uqiniseke ukuba uhamba ngendlela echanekileyo ngaphandle kwesango kwaye uhlale endleleni. Kulapho ii-KPIs zingena khona.

Ingxaki i-analytics yomxholo inokuba nzima ngokukhawuleza, kwaye kukho izisombululo ezingafezekanga kuphela kule ndawo. Ingcebiso yam kukuqala ngee-KPIs ezilula, ezisebenzayo. Nje ukuba uzithembe ngakumbi, jonga ukuba ukongeza iimetriki ezininzi kukunceda wenze umxholo ongcono.

Nazi ezinye iimbono zeKPIs yokuthengisa umxholo:

• Ireyithi yopapasho
• Ukubandakanyeka kwimidiya yoluntu
• Isabelo selizwi
• NPS
• Impembelelo ekusetyenzisweni kwemveliso

Makhe sijonge ngokukhawuleza nganye kuzo.

Ireyithi yopapasho

Izinga lopapasho limalunga nokuthatha amathuba. Cinga ngezihloko zomxholo wakho njengamathuba ekufuneka uwathathe ukuze ubethe iziphumo zakho. Okukhona amathuba amahle owathathayo (okt, izihloko), kokukhona sinokwenzeka isiphumo. Umxholo omtsha uya kukunceda ufumane itrafikhi ethe kratya, leyo, inokutsala abathengi abatsha kwaye ugcine abaphulaphuli bakho benxibelelana nebrand yakho.

Ukubonisa, ngakumbi Umxholo we SEO udala, kokukhona itrafikhi yezinto eziphilayo ongayenza.

Gcina engqondweni ukubeka umgangatho phezu kobuninzi. Kuvakala i-cliche, kodwa iya kubaluleka kwigama lophawu lwakho.

Ukubandakanyeka kwimidiya yoluntu

Ukuba usebenzisa imidiya yoluntu ekupapasheni umxholo (kwaye mhlawumbi uya kwenza njalo), ngoko unokusebenzisa iimethrikhi zemidiya yoluntu ukuze ubone ukuba yintoni ehambelana nabaphulaphuli bakho.

Iimetriki zemidiya yoluntu zihlala zithathwa njengeemetrics ezingamampunge. Kodwa konke kuxhomekeke kwindlela ozisebenzisa ngayo.

Into ekufanele iqwalaselwe kukusebenzisa iimethrikhi zemidiya yoluntu kuphela xa kuthelekiswa neprofayile yakho yemidiya yoluntu. Ukuba ubona umxholo ufumana ukuthanda okuninzi, izabelo, kunye nezimvo, luphawu onokuthi mhlawumbi wenze ngaphezulu kolu hlobo lomxholo.

Gcina ukhumbula ezi zinto zimbini zikhethekileyo malunga nemidiya yoluntu:

• Kukho izizathu ezininzi ezinokubakho zokuba kutheni nasiphi na isithuba semidiya yoluntu sinokusebenza kakuhle okanye kakubi, umz., ixesha lemini, izabelo ezininzi, umxholo ulungele ngakumbi iqonga, njl.
• Ngamanye amaxesha umxholo uyabandakanya ngenxa yomthunywa hayi umyalezo. Yiloo ndlela u-Elon Musk afumana ngayo amanani afana nentsholongwane ngokuthumela iidijithi ezintathu.

Isabelo selizwi kuphendlo lwendalo

Isabelo sezwi (SOV) kwi-organic search yi-SEO metric esetyenziselwa ukubonisa indlela ebonakalayo uphawu lwakho lufaniswa nabakhuphisana namagama angundoqo ojolise kuwo.

Ibonakaliswa yipesenteji yakho konke ukucofa okunokwenzeka kwezinto eziphilayo (ukusuka kwii-SERPs) kumagama angundoqo alandelelweyo afika kwiwebhusayithi yakho.

Ukuyilandela, udinga isixhobo esifana ne-Ahrefs' Isikhundla Tracker. Konke okufuneka ukwenze kukungenisa amagama angundoqo ekujoliswe kuwo, kwaye isixhobo siya kubala ngokuzenzekelayo kwaye sigcine umkhondo we-SOV yakho (phakathi kwezinye izinto).

NPS

I-NPS imele i-Net Promoter Score. Ngumlinganiselo wokuba abaphulaphuli bakho banokucebisa kangakanani igama lakho, imveliso, okanye umxholo kwabanye.

I-NPS yenye yezona metrics ziluncedo kakhulu kwintengiso kwaye ingasetyenziselwa imiba emininzi yeshishini, kubandakanya umxholo. Isizathu sokuba isebenze kakhulu kukuba abantu abayi kucebisa izinto ezibenza babukeke kakubi. Ingumbandela wembonakalo yoluntu kunye noxanduva.

Nantsi indlela esebenza ngayo: Buza abaphulaphuli bakho (nge-imeyile okanye kwisiza) lo mbuzo, “Kunokwenzeka kangakanani ukuba ucebise umhlobo okanye umntu osebenza naye?”

Impendulo inikwa kwisikali samanqaku ali-10. Ngokubanzi, amanqaku eNPS angama-30 ukuya kuma-70 athathwa ngokuba makhulu kwaye amanqaku angaphezu kwama-70 agqwesile.

I-SIDENOTE. Kukho izixhobo ze-NPS zasimahla ezifana Sindisa, Totango, okanye Ndonywatyisiwe.

Impembelelo ekusetyenzisweni kwemveliso

Impembelelo ekusetyenzisweni kwemveliso inokukunceda ukulinganisa iinjongo zakho zemfundo.

Umbono ulula: ukukhuthaza iimpawu zemveliso ngomxholo kufuneka ukwandise ukusetyenziswa kwezo mpawu.

Ukulandelela ukusetyenziswa kweempawu, uya kufuna izixhobo zokuhlalutya imveliso ezinje Imfumba, Mixpanel, okanye I-PostHog.

Fumana izihloko ezilungileyo

Enye yeendlela ezilungileyo zokufumana izihloko zomxholo kukufumanisa ukuba abantu bajonge ntoni kuGoogle-oku kubizwa ngokuba luphando lwegama eliphambili.

Nantsi indlela ongayenza ngayo kwi-Ahrefs ' Amagama aphambili uMhloli:

1. Bhala ezinye izinto abaphulaphuli bakho abanokuba nomdla kuzo, umzekelo, "isitulo semoto"
2. Yiya kwi Amagama ahambelanayo umbiko
3. Jonga izimvo zamagama angundoqo

Umzekelo, nanga amagama aphambili anokuthi mhlawumbi enze izihloko ezilungileyo kumxholo wezemfundo:

Eminye imibono yokuvelisa isihloko:

• Hlaziya abo bakhuphisana nabo – Ezi zinokunceda: Ahrefs' Site Explorer, Ahrefs' Umhloli Wemixholo, yaye Umculi weNtlalo.
• Funda i-niche yakho – Zama I-SparkToro, iimagazini zoshishino, kunye noluntu.

Fumana imilinganiselo efanelekileyo

Ukugxininisa kwinjongo enye kuphela kunokunciphisa iziphumo.

Kodwa ukwenza yonke into ngokulinganayo kusenokungabi yeyona nto ilungileyo kwishishini lakho.

Ke into oyifunayo kukufumana imilinganiselo efanelekileyo eya kukunceda ubeke phambili iinjongo zakho.

Ngelishwa, akukho bullet yesilivere. Kuya kufuneka uzame kwaye ufumanise ukuba yintoni esebenzayo kwi-niche yakho kunye nebhrendi yakho.

Iingcebiso ezimbini ezikhawulezayo zokuqalisa:

• Unako "ukuqikelela" inani elifanelekileyo kwaye ubone okwenzekayo – Umzekelo, 70% imfundo, 20% inkuthazo, 10% yokuzonwabisa.
• Unokusebenzisa i-matrix yethu yokubeka phambili -E-Ahrefs, siyaziqhelanisa umxholo okhokelwa yimveliso, okuthetha ukuba sibeka phambili amanqaku avumela ukuba sibonise imveliso ngokwemvelo. Ngenxa yoko, ngokuqhelekileyo, injongo yethu kukufundisa.

Cinga njengomlimi, yiba nobuchule

Umlimi onesakhono akazivumeli izinto ukuba zimosheke. Baza kulungisa oko kwaphukileyo baze bafumane iindlela zokufumana okuninzi kwiziqhamo zefama yabo.

Iqela lokuthengisa umxholo onobuchule liya kusebenzisa isicwangciso esifanayo. Amalungu ayo akayi kushicilela nje into kwaye alibale. Kukho iindlela ezimbalwa onokukhetha kuzo "ukucudisa" uninzi lomxholo:

• Phinda ujonge umxholo kwezinye iifomati kunye namaqonga
• Yakha abaphulaphuli ukuze basasaze umxholo ngokuthe ngqo (umzekelo, khulisa uluhlu lwakho lwe-imeyile)
• Yazisa umxholo ngeentengiso, iincwadana zeendaba ezixhaswayo
• Ulungelelaniso
• Yakha amakhonkco ukunyusa i-SEO
• Hlaziya umxholo osebenza ngaphantsi ukufumana i-traffic engaphezulu yendalo

Ukuba unexhala lokuba uya kuphinda umyalezo ofanayo okanye ugxile kakhulu kumxholo osele ukho endaweni yokuya phambili ngokupheleleyo, qwalasela oku:

• Umxholo wakho ngamnye uvelisa amasuntswana olwazi.
• Olo lwazi lunokupakishwa kwaye luphinde lupakishwe amaxesha amaninzi.
• Abaphulaphuli bakho bahlulahlulwe phakathi kwamajelo ahlukeneyo anobuchule obahlukeneyo bokufikelela.
• Imiyalezo isebenza ngakumbi xa iphindwa (ewe, kukho umda koku nako).

Le ngcamango ayikho into entsha. Impumelelo kaWalt ​​Disney yakhelwe phezu kombono wokwahluka kunye nokurisayikilisha. Yonke yandlalwe kulo mzobo untsokothileyo umangalisayo ukusukela ngo-1957.

Iingcamango zokugqibela

Kulungile, ngaba kulula ukuyeka ukuzikhathaza ngeziphumo zeshishini kwaye ugxile nje kwenye yezi njongo zintathu? Akunjalo:

• Impumelelo ayifane ifike ngobusuku nje obunye. Kuya kufuneka uzame izinto ezahlukeneyo ukuze ufumane oko kuhambelana nabaphulaphuli bakho.
• Ngelixa uphandle kuthumo lokudala umxholo we-epic, umphathi wakho unokulindela ukuba isiqwenga ngasinye somxholo izisa abathengi.
• Le ndlela yokufikelela kwiinjongo zokuthengisa umxholo yinto eqhelekileyo. Kwaye njengayo nayiphi na i-generation, yenza izinto zibe lula kwaye yenza ulungelelwano. Yiphathe njengekhampasi kunemephu.

Umthombo ovela Ahrefs

Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa ngu-Ahrefs ngokuzimeleyo kwe-Chovm.com. I-Chovm.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.