Izinguquko zakamuva ku-interface yomsebenzisi we-Google zithinte umthamo kanye nekhwalithi yethrafikhi yewebhusayithi ephilayo.
Isibonelo, Uhlolojikelele lwe-AI kanye nezimpendulo ezithengiswayo i-Google ezisebenzisa ngokuqondile emiphumeleni yosesho zisho ukuthi ukuchofoza okuphezulu okumbalwa okufinyelela kumawebhusayithi.
Kukhona futhi ukuchofoza okumbalwa kwamagama angukhiye angaphansi kwefaneli njengoba i-Google izifaka kunqubo yokuguqula. Isibonelo, uma ubheka noma yiluphi usesho oluhlobene nomkhiqizo, kungenzeka ukuthi uzobona izici ezingaba sekhasini lesigaba somkhiqizo we-ecommerce, njenge:
- Izihlungi
- Amathayela omkhiqizo
- Imininingwane yamanani
- Izaphulelo namadili
- Izibuyekezo
Okubi nakakhulu, ukuchofoza kulawa mathayela womkhiqizo akuyi kubathengisi. Bavula iphaneli ku-Google enabathengisi abaningi, okuhlanganisa nezimakethe ezinkulu, esikhundleni salokho:
Lezi zinguquko zisho ukuthi njengoba amathuba aphezulu kanye naphansi kwefaneli encipha, ifaneli emaphakathi ingaba isikhali sakho se-SEO esiyimfihlo esikhundleni salokho. Ngizochaza ukuthi kanjani ngezansi, kodwa kuqala...
Yini eyenza ukumaketha kwamaphakathi nefaneli kuhluke kokuphezulu kwefaneli noma kuphansi kwefaneli?
Njengokuvuselela okusheshayo, okuqukethwe kwe-top-of-funnel (TOFU) kuyafundisa ngokwemvelo futhi kufeza inhloso yokusesha ulwazi. Lokhu okuqukethwe kukude kakhulu ekuthengisweni ohambweni lokuguqulwa olujwayelekile.
Okuqukethwe kwe-Bottom-of-funnel (BOFU) okuqukethwe umsebenzisi ahlanganyela nakho ngokushesha ngaphambi kokudayiswa. Ifeza inhloso yokuhweba futhi ngokuvamile iqukethe amakhasi okuthengisa namakhasi okubikezela omkhiqizo.
Okuqukethwe kwe-Middle-of-funnel (MOFU) kufiphele phakathi.
Imigomo yokuqukethwe kwefaneli emaphakathi yilezi:
- Abaseshi benguquko basuke ekubeni bazi ngezinkinga baye kokwazi isixazululo
- Siza abaseshi benze isinqumo ngesixazululo esifanele
- Thuthukisa ukuqwashisa ngomkhiqizo ngokwandisa izindawo zokuthinta zomkhiqizo wakho kusesho
- Yakha ukwethemba umkhiqizo wakho ukuze uma abantu sebelungele ukuthenga, bacabange ngawe kuqala
Kulapho futhi abaseshi bengakhetha khona ulwazi oluvela kwabanye abantu, hhayi i-AI. Ngokwesibonelo, emazwini ka-Eli Schwartz:
Nakuba izimpendulo ze-[Google's AI] zingavela kulawa magama angukhiye, umsebenzisi usengakwazi ukuchofoza imiphumela yosesho ngoba lezo zimpendulo ngeke zize zinelise ngokwanele.
Eli Schwartz, Umeluleki Wokukhula kwe-SEO eholwa ngumkhiqizo
Kungakho kuyithuba elihle kakhulu le-SEO. Iwuhlobo lokuqukethwe okungakwazi ukuthengiswa kalula ezimbonini eziningi, ikakhulukazi i-B2B.
Imibono engu-6 yobuciko yokuqukethwe kwefaneli emaphakathi nendlela yokuyithola
Uma kwenziwa kahle, okuqukethwe kwe-MOFU kungaletha imbuyiselo ephezulu ekutshalweni kwezimali kwe-SEO kunokuqukethwe kwe-TOFU noma kwe-BOFU.
Nansi imibono eyisithupha ezononga isu lakho futhi isebenzise amathuba amaningi amanye ama-SEO angawacabangi. Ngisebenzise konke lokhu ngempumelelo enkulu emikhankasweni yamakhasimende, ikakhulukazi amabhrendi e-B2B emincane emincane.
1. Ama-roundups wesici
I-Roundups iwuhlobo lokuthunyelwe kohlu. Avame ukusetshenziswa ekukhangiseni okuhlangene ukuze aqhathanise imikhiqizo ngemikhiqizo ehlukene yamagama angukhiye afana nokuthi "ama-air fryer angcono kakhulu" noma "ama-headphone ahamba phambili angenantambo."
Amasayithi afana ne-Wirecutter asebenzisa okuthunyelwe okunjalo njengesisekelo kumasu awo okuqukethwe.
Kodwa-ke, amasayithi amaningi axhumene nawo agxila kuphela ekuqhathaniseni imikhiqizo ngemikhiqizo ehlukene, yingakho lolu hlobo lokuqukethwe lusetshenziswa kancane ngamanye amabhizinisi, njenge-e-commerce kanye nemikhiqizo ye-SaaS, engafuni ukufaka imikhiqizo eqhudelanayo kokuqukethwe kokuhlela.
Ithuba elimaphakathi nefaneli lezinkampani ze-e-commerce kanye ne-SaaS ukucabanga ngokuqhathaniswa komkhiqizo okwedlule ngokuqhathaniswa nomkhiqizo futhi esikhundleni salokho udale isici uma uqhathaniswa nesici noma umkhiqizo uma uqhathaniswa nama-roundups womkhiqizo.
Ukuze uthole lawa mathuba, sesha isihloko sakho esiyinhloko noma isigaba somkhiqizo kokuthi Amagama angukhiye Explorer bese usebenzisa okokuhlunga ukuze ufake amagama afana nalawa:
- Imibono
- Khipha ku-internet
- Vs
- Futhi
- Or
- izinhlobo
- Ezinye izindlela
- Ukuqhathanisa
SIDENOTE. Amagama aqondile azosebenza ku-niche yakho angase ahluke.
Funa amathuba okuqhathanisa imikhiqizo yakho noma izixazululo. Isibonelo, isitolo sezimpahla zokugqoka i-Fancy Dress ine-listicle eqondise igama elingukhiye elithi "imibono yemvunulo yeqembu," futhi umbono ngamunye uwumkhiqizo abawuthengisayo.
Ungakwazi futhi ukuqhathanisa izici zesixazululo sakho ngokumelene nomunye. Lokhu kungasebenza kahle kumabhizinisi e-SaaS. Isibonelo, cabanga ngegama elingukhiye elifana "nezici ezinhle kakhulu zohlelo lokusebenza lwebhange lweselula."
Akuwona amaphuzu obunzima aphansi kakhulu kodwa amazinga angafinyeleleka kumkhiqizo wasebhange onegunya elithile ngemuva kwawo.
Lokhu kuyiqiniso ikakhulukazi uma sicabanga ukuthi kunokuthunyelwe okukodwa kuphela okulungiselelwe "izici ezihamba phambili" kanye nezinga lokuthunyelwe okungu-403 endaweni yesithathu:
Kunoma isiphi isimo, umkhiqizo uma uqhathaniswa nomkhiqizo noma isici uma kuqhathaniswa nesici, kumayelana nokubeka umkhiqizo wakho njengowukuphela kwenketho ukuze kuthi lapho abafundi sebelungele ukuthenga, bakukhethe kunombangi.
2. Ukudunwa kwesixazululo
Omunye wemibono engiyithandayo yokuqukethwe kwe-MOFU ukudunwa kwesixazululo. Isebenza ngokuguqula abantu asebeyazi isixazululo… kodwa ngesixazululo esingalungile.
Okuqukethwe kwakho kufanele kubathonye ekuthandeni umkhiqizo wakho esikhundleni sesixazululo asebesinqumile.
Isibonelo, i-Freshbooks isebenzise leli qhinga ukuguqula abantu abasebenzisa i-Excel ukubalwa kwezimali nokugcinwa kwamabhuku. Yakha amakhasi amaningi anikeza izixazululo nezifanekiso ezisekelwe ku-Excel kodwa ngokubiza esenzweni sokuzama ithuluzi labo mahhala.
Sekukonke, lawa makhasi aletha cishe izikhathi eziyi-6,400 zanyanga zonke zethrafikhi yemvelo.
Ukuze uzame lokhu kuwebhusayithi yakho, bheka amagama angukhiye amayelana nesinye isixazululo kwesakho kodwa angenayo inhloso yokuthenga ecacile (isb, “isifanekiso se-invoyisi se-excel” uma usebenzisa uhlelo lokusebenza lokubala). Ibhithi yenhloso ibalulekile, ngakho ungayeqi.
Uma ungaqiniseki ngenhloso yegama elingukhiye elithile, hlola isici sethu esithi “Khomba Izinhloso” esisekelwe ku-AI. Izokunikeza ukuhlukaniswa kwephesenti lezinhloso eziphambili zegama elingukhiye kuma-SERP.
Nakhu ukuthi kungani injongo iwukufaneleka okubalulekile.
Ake sicabangele uPurple. Ithengisa omatilasi abaxubile kodwa futhi yake yaba namakhasi alandelayo ezinye izinhlobo zikamatilasi kuwebhusayithi yayo:
Lawa ma-URL aphinde aqondiswa kabusha kodwa iqiniso limile, abhale ngezinto angazithengisi.
Uma uwabuka nje, lawa makhasi abonakala njengesibonelo esihle sokudunwa kwesixazululo. Kodwa-ke, baqondise amagama angukhiye enhloso yokuhweba akude kakhulu nefaneli.
Isibonelo, ake sibheke igama elingukhiye elithi “waterbed.” Uma ubheka i-SERP yayo, kuyacaca ukuthi i-Google ithatha lokhu njengegama elingukhiye elingaphansi kwe-funnel. Imiphumela yokuthenga iphezulu kakhulu esikrinini, futhi u-92% wemiphumela uqondiswe kubaseshi abafuna ukuthenga imibhede yamanzi.
Ngakho-ke, uma sibheka ukusebenza kwalawa makhasi, okuhlanganisa namasha manje abaqondisa kabusha kuwo, kunokwehla okukhulu.
Mancane amathuba okuthi i-Purple ikwazi ukubuyisela le thrafikhi kulawa magama angukhiye ngaphandle uma iqala ukuthengisa lezi zinhlobo zomatilasi.
Ukhiye wokuthatha: Thola amagama angukhiye ukuze uthole ezinye izixazululo kulokho okunikezayo. Kodwa qiniseka ukuthi abanayo inhloso yokuthenga enamandla kangaka. Esikhundleni salokho, ufuna ukubona inhlanganisela yezinhlobo zokuqukethwe zisezingeni, njengedlanzana lamaposi ebhulogi namanye amakhasi omkhiqizo. Lelo yithuba elihle okufanele ulicabangele.
3. Imibuzo
Imibuzo iwuhlobo lokuqukethwe okusebenzisanayo okunikeza izimpendulo noma okuncoma izixazululo kubasebenzisi ngokusekelwe ezimpendulweni zabo zemibuzo ethile.
Akuyona yonke imibuzo eyingxenye yefaneli emaphakathi. Isibonelo, cabanga ngemibuzo ye-skincare.
I-TOFU uma igxile ekukhombeni uhlobo lwesikhumba sakho. I-MOFU uma incoma ukunakekelwa kwesikhumba okuphelele kohlobo lwesikhumba sakho.
Ukuze uthole amathuba afanelekile, landela izinyathelo ezifanayo nezingenhla. Gcwalisa isihloko sakho esiyinhloko ku-Keyword Explorer, kodwa kulokhu hlunga amagama angukhiye afaka izinto ezifana nokuthi:
- Imibuzo
- test
- Yini yami...
- Thola eyakho...
- Finder
- Kunconywe
Amabhrendi ambalwa adala imibuzo ngokuvamile awazi ukuthi angayisebenzisela kanjani i-SEO. Isibonelo, ikhasi lamanje elisezingeni eliphezulu "lemibuzo yokunakekelwa kwesikhumba" linamagama angaphansi kwe-100 wokuqukethwe okuthuthukisiwe:
Ngakho-ke ukwenza kahle ikhasi lokufika kuwukuwina okusheshayo nokulula ezimeni eziningi.
Mayelana nokudala imibuzo ngokwayo, maningi kakhulu amapulatifomu angenayo ikhodi, njenge-Outgrow, engenza ukwakha imibuzo kube inqubo elula. Noma ungalandela umklamo wesitayela se-infographic, ofana nalesi siqeshana esivela ku-Healthline.
Noma iyiphi indlela, imibuzo ingaheha izinkulungwane zezivakashi nyanga zonke futhi izisize zinqume ukuthi iyiphi imikhiqizo yakho okufanele ithenge!
4. Izibali ze-Niche
Njengemibuzo, izibali ziyisu elihle le-MOFU elingase lidalwe ngamathuluzi angenayo ikhodi. Ziyi-engeli enhle yokuqukethwe kwe-MOFU uma impendulo elethwa yisibali ibalulekile ekusizeni iseshi senze isinqumo sokuthenga.
Ukuthola amathuba kuqondile, ngokwenqubo engenhla. Kodwa kulokhu, hlunga amagama afana nalawa:
- Bala
- I-Calculator
- lokubiza
- Malini
- Formula
- Linganisa
- Isilinganiso
Kuyamangaza ukuthi leli su lisetshenziswa kancane kangakanani, ikakhulukazi ngamabhizinisi amancane noma amawebhusayithi e-niche.
Isibonelo, igama elingukhiye elithi "isibali sokulungiswa kokulimala kwentamo" linazo zonke izindlela zethuba elihle le-SEO:
- Isikolo sobunzima esiphansi kakhulu
- Zimbalwa izixhumanisi ezidingekayo ukuze ukale
- Ivolumu yokusesha egcwele, ikakhulukazi kuselula
- Ukwenyuka okulindelwe kokusesha
- Amandla ethrafikhi cishe aphindwe ka-6 kunomthamo wokusesha wanyanga zonke
- Aaaaa futhi ikhasi elisezingeni eliphezulu alilungiselelwe kahle leli gama elingukhiye
Yeka ukutholakala!
Uma isibali sakho siwusizo ngokwanele futhi sinikeza ulwazi olunzulu ngomsebenzisi, ungase ungadingi nokuthi udale konke okuqukethwe okusekelayo noma wakhe izixhumanisi eziningi ukuze usize ukulinganisa.
Isibonelo, ake sihlole lesi sibali se-flooring:
Ilula, inikeza ulwazi olunzulu ngomsebenzisi, futhi iwusizo kakhulu njengoba ungakwazi ukubala indawo yaphansi yamakamelo amaningi ngesikhathi esisodwa.
Futhi ayinakho okuqukethwe okuningi ngezindinganiso ze-SEO zendabuko (~ amagama angu-100) noma izixhumanisi eziningi kakhulu (eziyi-16 kuphela) futhi nokho, iletha izivakashi ezingaphezu kwezi-8,500 ngenyanga.
Isibali esiwusizo esinjengalesi sisondeza abantu isinyathelo esisodwa ekuthengeni, okwenza kube yimpahla enhle yokuqukethwe ye-MOFU okufanele icatshangelwe. Maningi kakhulu amathuba angasetshenzisiwe okufanele uwabhekisise, ngisho namabhizinisi amancane noma ama-niche.
5. Amakhadi wamaphuzu
Amakhadi amaphuzu angolunye uhlobo lokuqukethwe okusebenzisanayo okuklanyelwe ukunikeza iseshi izinga lokusebenza.
Isibonelo, baqala ngokubuza imibuzo, efana nemibuzo, kodwa umgomo awukona ukunikeza isixazululo esisheshayo. Okokunikeza amaphuzu esiza isisheli sihlonze izinkinga ezingase zidinge ukuzilungisa.
Ngamanye amazwi, imibuzo mihle kakhulu ekuthuthukiseni ukuqwashisa ngesixazululo, kuyilapho amakhadi wamaphuzu engawabantu abangase badinge kuqala ukuqwashisa ngezinkinga futhi bakhululeke ekutholeni isixazululo esifanele.
Ngokungafani nemibuzo nezibali, zombili ezinamaphethini okusesha asobala kakhulu, kunama-nuances amaningi okuthola amagama angukhiye ahlobene nekhadi lesikolo. Ngokuvamile awukwazi ukuhlunga “ikhadi lomphumela” noma okufanayo. Ngakho zama izinto ezifana nalezi:
- Linganisa okwami
- Umuhle kanjani wami
- Kubi kanjani okwami
- Umhloli
- Umdidiyeli
Noma yini ebonisa ukuthi umsebenzisi ufuna ukusebenza kwakhe kulinganiselwe kuzofanela ikhadi lesikolo.
Isibonelo, cabangela igama elingukhiye elifana nokuthi "linganisa ukuqhubeka kwami kokuqala":
Kuyimpahla enhle ye-MOFU yenkampani ye-SaaS eyakha kabusha noma indawo yemakethe yezinsiza.
Uma unesitolo se-ecommerce esihlobene ne-PC, ungakha ikhadi lamaphuzu ukuze "linganisa i-PC yami" usesho lapho uncoma izingxenye ezingcono noma ama-mods ukuthuthukisa ikhompuyutha yamanje yomsebenzisi.
Amathuba akhona okufanele uwathathe uma wazi ukuthi ubheke kuphi.
6. Enye impahla
Kuyacaca manje ukuthi okuqukethwe kungase kuthathe izinhlobo eziningi. Ezimweni eziningi, isixazululo umuntu asifunayo asikwazi ukulethwa ngokuthunyelwe kwebhulogi, okuthunyelwe komphakathi, noma ifomethi ye-audiovisual.
Kulapho ezinye izimpahla zingaba yisixazululo esihle.
Lezi yizimpahla zami engizikhonzile engingazidalela imikhankaso eminingi ye-B2B SEO, ikakhulukazi uma imile kancane inosesho lwe-TOFU noma lwe-BOFU olumbalwa. Ifaneli emaphakathi iba inzuzo enkulu ezimweni ezinjalo.
Isibonelo, ungacabangela ezinye izimpahla njengezifanekiso zesipredishithi zabasebenzi bolwazi, amabhulokhi e-CAD onjiniyela, noma imidwebo yezintambo yabasebenza ngogesi.
Ziningi izindlela zokuthola lezi zinhlobo zamathuba. Ungaqala ngokuhlunga uhlu lwakho lwamagama angukhiye:
- Izandiso zamafayela avamile embonini yakho, njenge-.jpg, .svg, .png, .psd, noma .ai yabaklami.
- Amagama afana ne-spreadsheet, idayagramu, ifayela, noma ipulani.
- Isofthiwe eqondene nemboni ethile njenge-Revit yonjiniyela, i-Canva yabaklami, njalonjalo.
Isibonelo, ku-B2B emincane emincane njengokukhiqizwa komnyango wokufinyelela komuntu siqu, amasu okucwaninga amagama angukhiye endabuko angase anganeli. Lolu yilo lonke uhlu lwamagama angukhiye mayelana nomkhiqizo, isibonelo:
Futhi singakhohlwa okuthunyelwe kwebhulogi ye-TOFU. Ukuphendula imibuzo efana nokuthi “uyini umnyango wokufinyelela womuntu siqu” manje ongasingathwa i-Google ngokuvamile akusifanele isabelomali.
Futhi yilapho ukucabanga kokudala kuzovuzwa khona ngoba, kulesi sibonelo, kukhona ithuba elifihliwe legolide lamabhulokhi e-CAD namafayela okuklama abakhi nabadwebi bezakhiwo.
Ngokuvamile badinga amabhlogo e-CAD eminyango nezinto ezizungezile njengezindonga namafasitela.
Akukhona nje ukuthi kukhona izinkulungwane zokuseshwa kwezinto ezinjengalezi, kodwa lezi yizimpahla umkhiqizi wezicabha okungenzeka ukuthi usenazo kakade. Futhi bangase bavele babelane ngazo nabaklami kunethiwekhi yabo noma kunjalo.
Ngakho-ke kungani ungalungiseleli isayithi lakho ukuze uthole amathuba anjalo ngomgomo wokuxhuma kubadwebi abaningi bezakhiwo?
Konke kumayelana nokuxazulula ukukhungatheka kwansuku zonke kwezithameli zakho nokwakha izindawo zokuthinta eziningi ngazo njengoba wenza kanjalo. Uma sebelungele ukuthenga, bazocabanga ngawe kuqala ngaphambi kokuthi baphendukele ku-Google.
Ukuthatha okhiye
Amathuba we-SEO ashintshe kakhulu futhi azoqhubeka nokuvela njengoba i-Google ishintsha ukusebenzelana kwayo.
Ngokuchofoza okumbalwa okuya kumawebhusayithi kusuka ekuseshweni okuphezulu kwefaneli kanye naphansi kwefaneli, kunethuba elingasetshenzisiwe lokuthi ochwepheshe be-SEO basebenzise indawo emaphakathi nefaneli esikhundleni salokho.
Kodwa, ukwenza kanjalo kuthatha ubuhlakani obengeziwe kanye nokucabanga okungaphandle kwebhokisi, ikakhulukazi uma ufuna amathuba izimbangi zakho ezingakawacabangi!
Umthombo ovela Ama-Ahrefs
Umshwana wokuzihlangula: Ulwazi olubekwe ngenhla lunikezwa i-ahrefs.com ngaphandle kwe-Chovm.com. I-Chovm.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.
