Umhlahlandlela Wabasaqalayo Ekubikweni Kwentengiso Yokuqukethwe

Awuqinisekile ukuthi uwulungisa kanjani umbiko wakho wokuqukethwe? Ngiyakuthola - amamethrikhi amaningi kakhulu ukuthi angabikwa, futhi umbiko kufanele ubukeke kanjani kwasekuqaleni? Ngiyathembisa ukuthi lokhu kuzoshintsha ekupheleni kwalo mhlahlandlela.

Kulo mhlahlandlela, uzofunda izinqubo ezintathu ezihamba phambili zokubika kanye nezinhlobo eziyisishiyagalombili zolwazi ezenza umbiko wokuqukethwe oqinile, okuhlanganisa nama-KPI wangempela asetshenziswa abakhangisi bokuqukethwe.

Izindlela ezihamba phambili zokubika zokuqukethwe

Ngokuhlangenwe nakho kwami, ngifunde ukuthi ukuba nezici ezintathu ezibalulekile embikweni wokuqukethwe kwenza umehluko: okuholwa yidatha, okwenzekayo, nokuqhutshwa komsebenzi. Igcina wonke umuntu ekhasini elifanayo futhi iqinisekisa ukuthi umsebenzi wethu ubalulekile.

Asiqaqa lokhu.

1. I-data-led

Esikhundleni sokuncika emizweni yamathumbu noma ekucabangeleni, umbiko oholwa yidatha usekelwe kudatha yobuningi (izinombolo) kanye nekhwalithi (yokubhekwa) ukuze unikeze umbono ocacile, onenjongo yokusebenza kokuqukethwe.

Ngale ndlela, zonke izincomo noma ukuqonda kusekelwe emaqinisweni aqinisekiswayo, okwenza kube ithuluzi elithembekile lokwenza izinqumo.

2. Kuyasetshenzwa

Ngesikhathi esifanayo, umbiko omuhle wokumaketha okuqukethwe awumane nje uminzise umfundi ngezinombolo namashadi; ihumusha idatha ukuze inikeze imininingwane ecacile, engenzeka.

Lokhu kusho izincomo ezithile ezihambisana nezinombolo zokuthi yini engenziwa ukuthuthukisa ukusebenza. Kungakhathaliseki ukuthi ukulungisa isu lokuqukethwe, ukugxila ezihlokweni ezahlukene, ukulungisa iziteshi zokusabalalisa, noma ukukhetha amaqhinga e-SEO ahlukene, imibiko esebenzayo iguqula idatha ibe umgwaqo ukuze uthole imiphumela engcono.

3. Eqhutshwa umsebenzi

Ekubikeni, ifomu lidinga ukulandela umsebenzi - okuqukethwe kanye nesakhiwo sombiko kumele sihambisane nezidingo ezithile zomuntu ofuna ukwabelana naye. Ungase futhi ucabange ngakho ngale ndlela: imibiko kufanele ibe mihle ngokwanele ukuze ifeze injongo yayo, kodwa yonke into engenhla izoba ngokweqisa.

Ungacabangi ngokweqile, wenze kube nzima kakhulu, noma udizayine ngokweqile imibiko yakho. Khetha ama-KPI ongawathonya ngempela, wengeze ukuphawula okuwusizo ngempela, bese ukhetha ifomu elingeke lenze umphathi wakho noma iklayenti lakho licabange ukuthi uchitha isikhathi esiningi “ukwenza amaphepha”.

Ukufanekisa, i-ejensi evamile noma umbiko ozimele umayelana ne-ROI noma inani elikhiqizayo leklayenti. Ziza ngendlela yombhalo wonke, oklanywe kahle ngedatha eningi kanye nemininingwane (efana nalo mbiko we-SEO). Ingase ihambisane nedeshibhodi ebukhoma efana nale engezansi edalwe ku-Google Looker Studio:

Ngakolunye uhlangothi, imibiko yangaphakathi ngokuvamile imayelana nokubhala ukusebenza nenqubekelaphambili. Alula kakhulu. Isibonelo, umbiko webhulogi wanyanga zonke kwa-Ahrefs uwumlayezo omfushane, osesidlangalaleni ku-Slack onezinhlobo ezintathu zolwazi: inani lama-athikili ashicilelwe, ukunyakaza kwamagama angukhiye okuphawulekayo, nanoma yiziphi izinto eziphawulekayo. Yilokho kuphela.

Okufanele ukufake embikweni wokumaketha okuqukethwe

Kule ngxenye yomhlahlandlela, sidingida ama-KPI wokumaketha okuqukethwe kanye nempendulo yekhwalithi ezokuvumela ukuthi wakhe umbiko oqinile. Lokhu kusekelwe kunhlolovo yethu kumamethrikhi empeleni asetshenziswa abakhangisi kanye neziphakamiso ezimbalwa ezanyiwe nezihloliwe ezivela kithi.

Khumbula ukuthi amamethrikhi akho okugcina angase ehluke kuye ngokuthi isu lakho. Sikukhuthaza ukuthi wenze ngendlela oyifisayo imibiko yakho.

I-1. Isifingqo

Izifinyezo zenzelwe ababambiqhaza abafuna nje ukwazi amaphuzu abaluleke kakhulu. Bangase bangabi naso isikhathi noma intshisekelo yokungena kudatha futhi bahlanganise isithombe esiphelele sokusebenza kwakho. Laba bantu bazobe belindele into efana nalena:

• Okukhiphayo okuqukethwe: inyuke ngo-20%, kwashicilelwa izingcezu ezintsha ezingama-20.
• I-Traffic: inyuke ngo-35%, yafinyelela ezivakashini zanyanga zonke eziyi-135,000.
• Izilinganiso zamagama angukhiye: U-50% wamagama angukhiye ahlosiwe manje asezikhundleni eziphezulu ezingu-3 ze-SERP.
• Ukukhula kwezilaleli: kunwetshwe ngo-25%, manje sekuphelele ku-75,000.
• Ukuzibandakanya: ithuthuke ngo-15% kuzo zonke izinkundla.
• Ukuguqulwa: ikhule yafinyelela ku-5%, okuholele ekuthengisweni okwengeziwe okungu-50.
• Izincomo: sisendleleni efanele, futhi sesilungele ukutshala imali eningi ekulinganisweni kokuqukethwe.

Kuwumkhuba omuhle ukungeza izifinyezo ngaso sonke isikhathi, kodwa uzozithola ziwusizo ikakhulukazi emaqenjini amakhulu nalapho usebenza namakhasimende.

Izifinyezo zibekwe ngaphambi kombiko kodwa zibhalwe ekugcineni. Ungawabhali ngaphambi kokuqoqa nokuhlaziya idatha.

2. Okuqukethwe okuqukethwe

Lesi sigaba sinikeza imininingwane ngenani kanye nohlobo lokuqukethwe okushicilelwe phakathi nesikhathi esithile. Lokhu kuzotshela umphathi wakho noma iklayenti ukuthi wena/ithimba lakho lisebenza kahle kangakanani.

Kungabandakanya okuthunyelwe kwebhulogi, amavidiyo, ama-podcasts, i-infographics, nokuthunyelwe kwezokuxhumana.

Ungamane ulinganise umthamo wokuqukethwe okukhiqizwa futhi ukuhlukanise ngohlobo ukuze uhlole ukukhiqiza nokuhlukahluka kumasu akho okuqukethwe.

3. Ithrafikhi

Ithrafikhi ibonisa ukuthi kuhle kangakanani okuqukethwe ekuheheni ukuchofoza kuwebhusayithi.

Ngokuvamile, ababambiqhaza bafuna ukwazi ukukhula kwethrafikhi kunenombolo yokuchofoza nje esikhathini esithile. Ukuchofoza okwengeziwe okuyinkulungwane ngenyanga kungase kuhluke kwiwebhusayithi eyodwa kodwa kube umphumela omubi kwenye.

Kungumqondo omuhle futhi ukwephula ukukhula kwethrafikhi ngokuthi:

• Umthombo: endabeni yokuqukethwe, lokho ngokuvamile kuzoba okuphilayo, i-imeyili, ukudluliselwa (kodwa kuphela okuvela emithonjeni oyithonyele), kanye nenkundla yezokuxhumana. Faka ithrafikhi eqondile kuphela uma ihlobana nokuqukethwe. Ithrafikhi ekhokhelwayo ngokuvamile iyisizinda sokumaketha kokusebenza, kodwa uma usebenzisa noma yiziphi izikhangiso zokuqukethwe, engeza nalokho.
• Target: lokhu kuncike ekutheni umgomo wakho uwukuyisa ithrafikhi kuyo yonke isayithi noma izingxenye zayo, njengamakhasi okubikezela omkhiqizo, amanani, ukuthintana, njll.

I-traffic kulula ukuyikala. Amathuluzi wamahhala afana ne-Google Analytics noma i-Matomo kufanele anele. Ngethrafikhi yemvelo evela kwa-Google, qiniseka ukuthi usebenzisa i-Google Search Console, noma.

4. amamethrikhi we-SEO

Amamethrikhi e-SEO (injini yokusesha) akusiza ukuthi uqonde ukubonakala nezinga lokuqukethwe kwakho ezinjinini zokusesha.

Kunezinhlobonhlobo zamamethrikhi ongazibika lapha, kodwa ngokuya ngemininingwane yethu, abakhangisi bavamise ukubika lokhu:

• Okuvelile: isayithi livela kangaki emiphumeleni yosesho.
• Izigaba: yimaphi amakhasi asezingeni legama elingukhiye elinikeziwe. Lapho amazinga aphezulu, ungathola ithrafikhi eyengeziwe yezinto eziphilayo.
• Ukwabelana kwezwi: iphesenti lakho konke ukuchofoza okungaba khona (kusuka kuma-SERPs) kwamagama angukhiye alandelelwe afika kuwebhusayithi yakho.
• Ukukhula kwe-Backlink: isho ukwanda kwenani lezixhumanisi ezingenayo ezikhomba iwebhusayithi esikhathini esithile. Ukulandelela okufanelekile uma udala okuqukethwe kwe-bait yesixhumanisi noma wenza isixhumanisi sokwakha.
• Ithrafikhi ye-Organic: osekuvele kuhlanganisiwe esigabeni esandulele. Igqagqana nesigaba samamethrikhi e-SEO ngoba, ngokujwayelekile, ukukhula kwethrafikhi yemvelo kuwumphumela we-SEO esebenzayo.

Uzodinga izinhlobo ezimbili zamathuluzi ukuze ubike lawa mamethrikhi: I-Google Search Console yethrafikhi yezinto eziphilayo (okungukuthi, ukuchofoza) nokuvelayo kanye nethuluzi le-SEO elifana nama-Ahrefs lakho konke okunye.

Uma uzwa sengathi umamukeli wombiko uzoba nentshisekelo kumamethrikhi ezinga eliphezulu kuphela, cabanga ukubika nje isabelo sezwi nethrafikhi yezinto eziphilayo.

Izinzuzo zokubonakala ku-Google zisobala ngisho nakwabangadayisi, ngakho uzothumela umlayezo ocacile noqinile uma ufakazela ngalawa mamethrikhi ukuthi okuqukethwe kwakho kwenza umkhiqizo ugqame ku-Google, futhi ngenxa yalokho, uyakwazi ukuheha izivakashi eziningi.

Ngakolunye uhlangothi, uma izethameli zakho ziyi-SEO-savvy futhi leso siteshi siyingxenye enkulu yesu lakho, ungenza umbiko wakho ukhanye ngamamethrikhi engeziwe achazwe kulo mhlahlandlela wokubikwa kwe-SEO.

UKUFUNDA OKUFANELE

• Umhlahlandlela wabaqalayo ekubikeni kwe-SEO

5. Ukukhula kwezilaleli

Lokhu kulinganisa ukwanda kwezithameli zokuqukethwe kwakho ngokuhamba kwesikhathi, okuhlanganisa ababhalisile abasha bezincwadi zezindaba, iziteshi zevidiyo/i-podcast, nabalandeli benkundla yezokuxhumana.

Ukulandelela lawa mamethrikhi kusiza ukuhlola ukusebenza kokuqukethwe kwakho ekuheheni nasekugcineni izethameli ezikhulayo. Ngamanye amazwi, ukukhula kwezithameli kubonisa isidingo sokuqukethwe okwengeziwe njengalokhu osuvele usenza.

Isibonelo, kwa-Ahrefs, silandelela ukukhula kwababhalisile esiteshini se-YouTube se-AhrefsTV, futhi simane sisebenzisa amamethrikhi omdabu e-YouTube ngalokho.

I-6. Ukuzibandakanya

Amamethrikhi okuzibandakanya akala ukuthi izethameli zakho zihlanganyela kangakanani nokuqukethwe kwakho.

Nawa amanye amamethrikhi okuzibandakanya alandelwa abakhangisi:

• Ukuthandwa nokuphawula komphakathi abezindaba: ungazilandelela kalula ngezibalo zenkundla yezokuxhumana noma ngokusebenzisa ithuluzi elifana ne-Buffer ukuqoqa yonke idatha endaweni eyodwa.
• Ukuhlanganyela kohlu lwe-imeyili: lokhu ngokuvamile kufaka phakathi ukuthi bangaki abantu abavula ama-imeyili akho (isilinganiso esivulekile), bangaki abachofoza izixhumanisi ezingaphakathi kwabo (isilinganiso sokuchofoza), kanye nezinga lokuzikhipha ohlwini. Wonke amathuluzi okuthengisa ama-imeyili afakwe lawa mamethrikhi.
• Isikhathi ekhasini: abantu bachitha isikhathi esingakanani befunda noma bexhumana nekhasi elithile kuwebhusayithi yakho. Ilandelelwa ngokuzenzakalelayo ku-GA4, idinga ukusethwa ku-Matomo.
• Ukujula kokuskrola: isivakashi siyaskrola kude kangakanani nekhasi. Ezimweni eziningi, ukuskrola okujulile kufanele kubonise ukuthi okuqukethwe kuyakhanga ngokwanele ukugcina abafundi benentshisekelo. I-GA4 ne-Matomo ingasethwa ukuze ibonise umcimbi lapho umkhawulo wokuskrola ochazwe ngaphambilini usufinyelelwe (isb., 10, 25, 50%). Kodwa uma ufuna idatha ethe xaxa ngaphandle kwesidingo sokusebenzisana nobuchwepheshe, sebenzisa i-Hotjar noma i-Microsoft Clarity.

Cishe akukubi neze uma uthola izinombolo eziphezulu kulawo mamethrikhi. Emhlabeni okahle, abonisa ukuthi abantu bayakujabulela ngempela okuqukethwe kwakho, kodwa empeleni, lawa mamethrikhi anombala ohlukile. Isibonelo, ezinye izinhlobo zokuqukethwe mancane amathuba okuba zithole ukuthandwa ezinkundleni zokuxhumana, futhi isikhathi esifushane ekhasini singasho ukuthi abantu bathole ababekufuna futhi bahambe ngokushesha.

Ngakho-ke, kungase kube ngcono kakhulu ukusebenzisa amamethrikhi okuzibandakanya kumongo olungile.

• Sebenzisa ukuthanda namazwana ukuze uqhathanise okuqukethwe. Ungaphinda uyisebenzisele ukukala intshisekelo ezinhlotsheni ezintsha zokuqukethwe noma izihloko.
• Sebenzisa ukuhlanganyela isilinganiso ku-Twitter esikhundleni sokuzibandakanya okuphelele: (Ukuthanda + ukuphindaphinda + izimpendulo) / (inani eliphelele labalandeli)
• Sebenzisa izinga lokuskrola kanye nesikhathi ekhasini kuphela kokuqukethwe okude, okungukuthi, amakhasi enzelwe ukugcina umsebenzisi isikhathi eside.

7. Ukuguqulwa

Amamethrikhi okuguqulwa akala ukuthi okuqukethwe kwakho kukhuthaza ngempumelelo kangakanani abasebenzisi ukuthi bathathe isinyathelo abasifisayo, esifana nokubhalisela isilingo samahhala.

Izibonelo:

• Imali engenayo/ukubhalisa ukuhlobana nethrafikhi: uma abantu bevakashela isayithi lakho, aba namathuba amaningi okuguqula izivakashi zibe ababhalisile noma amakhasimende akhokhayo.
• Ukukhula kokuguqulwa kusuka phansi i-funnel sokuqukethwe: ukuguqulwa kulandelelwa kuphela izivakashi okungenzeka zicabangela ukuthenga (ukuqhathanisa, amaphepha amhlophe, izindaba zempumelelo yekhasimende, njll.).
• Ikhasi lokuqala libonwe kukhasimende elikhokhayo: uma okuqukethwe kwakho kuyikhasi lokuqala isivakashi esilibonile sabe sesiguqulelwa ekubeni ikhasimende, lokho kusho ukuthi okuqukethwe kuyasebenza.
• Ukulandwa kokuqukethwe: amazinga aphezulu okulanda angabonisa ukuthi izethameli zakho zithola okuqukethwe kwakho kubalulekile.
• Kuholele: abantu abashiya imininingwane yokuxhumana ukuze bathole ukufinyelela kokuqukethwe. Ngokuvamile abakhangisi balandelela ama-MQL (Abaphambili Abafanelekayo Kwezokumaketha) nama-SQL (Abaqondisi Abafanelekayo): abantu ababonise intshisekelo futhi abangase balungele ukuthenga esikhathini esizayo kanye noxhumana nabo okungenzeka balungele ukuthintwa ithimba labadayisi.

Ukuhola, ukulanda, ngisho nemali engenayo uma iqhathaniswa nezixhumanisi zethrafikhi kulula ukuyilandelela (nokufakazela). Amathuluzi amaningi akuvumela ukuthi udale ifomu lokuthwebula okuholayo azoba nezibalo ezakhelwe ngaphakathi, kuyilapho izinto zokuhlaziywa kwedatha esoteric ezifana nokuhlobana zingasingathwa yi-ChatGPT ngomoya opholile kulezi zinsuku.

Kodwa uma ufuna ukufakazela ukuthi ingxenye ethile yokuqukethwe ikhiqize inombolo engu-X yokuthengisa noma inani elingu-Y lemali engenayo ephindekayo yanyanga zonke, lokho kuzoba ubuqili. Empeleni, uzobe uzama ukufakazela i-ROI yokumaketha okuqukethwe - into wonke umuntu afuna ukuyazi, kodwa akekho ongafakaza ngaphandle kokusebenzisa igama elithi "mhlawumbe".

Kungenzeka kakhulu ukuthi abantu abazofunda umbiko wakho, noma wena uqobo, bangathanda ukwazi “inzuzo yokutshala imali”, ngakho-ke ake sime lapha isikhashana.

Inkinga nge-ROI ekukhangiseni okuqukethwe ingaphakathi kwamamodeli angaphelele kanye nohambo lwamakhasimende olungaqondile. URyan Law uyakuchaza kumhlahlandlela wakhe wokubala okuqukethwe kwe-ROI:

Ingabe othile uguqule ngenxa ye-athikili noma naphezu kwayo? Lapho befunda izindatshana eziningi, yikuphi okube nomthelela omkhulu? Uma othile ethenga ngenxa yesikhangiso, ingabe kufanele sikweleta iposi lebhulogi alifunde ngaphambili?

Ryan Law, Umqondisi Wokumaketha Okuqukethwe, 

Uhambo lwamakhasimende aluvamile ukuba luqonde njengoba besithemba. Umuntu oyedwa angase afunde izihloko ezingu-50 futhi angalokothi athenge lutho; omunye angase afunde isihloko esisodwa, anyamalale unyaka, futhi athenge ngokushesha. Iyiphi indima edlalwa okuqukethwe kulolo hambo?

Sekushiwo lokho, i-ROI yokuqukethwe akusona isihloko okufanele usigweme. Unezinketho ezimbili lapha:

• Zama ukubala i-ROI ngokusebenzisa izindlela ezingaphelele kodwa ezinengqondo. URyan uchaza ezintathu zazo kumhlahlandlela wakhe.
• Thatha i-ROI yokuqukethwe okuhle ngokusekelwe endimeni yayo yesu. Empeleni, i-ROI iyimpikiswano enhle kakhulu yokuphishekela ukumaketha kokuqukethwe, kodwa akuyona yodwa. Ukumaketha okuqukethwe kudlala indima yesu ngoba kunezinzuzo eziningi okunzima ukuthi “cha” kuzo. Cabanga ngakho. Uma bonke abaqhudelana nabo benza okuqukethwe, ungakwazi yini ukukhokhela lokho? Iyiphi enye indlela ozokhombisa ngayo izethameli ukuthi umkhiqizo/isevisi izixazulula kanjani izinkinga zabo? Uma umphathi wakho noma iklayenti lingabaza embonweni wokuqukethwe, kuwumqondo omuhle ukuxoxa ngakho futhi ulawule okulindelekile ngaphambi kokuthi ungene ngokuphelele.

UKUFUNDA OKUFANELE

• I-ROI Yokumaketha Okuqukethwe: Ungalibeka Kanjani I- $ Value Kokuqukethwe Kwakho

8. Impendulo efanelekile

Okokugcina, qedela umbiko wakho nganoma yini okufanele uyisho edlula idatha eluhlaza noma engaphezu kwevamile.

Lokhu kungaba:

• Isho ezincwadini zezindaba nokunye ukuqoqwa kokuqukethwe.
• Indumiso yenkundla yezokuxhumana.
• Impendulo ngekhwalithi yokuqukethwe evela ezithamelini.
• Okuqukethwe okukhulunywe ngabo ezingxoxweni.

Isibonelo, ngisebenzisa i-Ahrefs njalo ngenyanga ukuze ngithole amasayithi anezihloko zami. Lesi sibonelo sibonisa abagqugquzeli ababili bemboni abaxhumanisa nocwaningo lwami lwakamuva lwe-SEO.

Leli futhi kuyithuba elihle lokusho impendulo yokusebenza:

• Izivimbamgwaqo, njengokutholakala okuphansi kwethimba lokuklama.
• Ukuqagela, ngokwesibonelo, ihlose ukubuyisela ithrafikhi yezinto eziphilayo elahlekile ngokugxila ekubuyekezeni okuqukethwe okudala.
• Amathuba okuthuthukisa, njengokuqondanisa okuqukethwe eduze kakhulu nemigomo yokuthengisa.

Imicabango yokugcina

Awukho umbiko ongasebenza ngaphandle kokusekelwa ngababambe iqhaza. Kunokuba ugcizelele efomethini ethile yombiko, bonisa isampula lombiko, chaza ukubaluleka kwawo, bese ucela impendulo. Uyingcweti, kodwa bayiklayenti, ngakho-ke vulekele ukuthola indawo emaphakathi.

Ngokuqondene nemvamisa yokubika, inkambiso iba nyanga zonke, ngekota, futhi ngonyaka. Ukwengeza, imibiko ingase ilungiselelwe imikhankaso ethile, engahluka ngokuhamba kwesikhathi. Futhi, lokhu kuyinto efanele ukuxoxisana nomamukeli wombiko.

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.