Ulakha Kanjani Isu Lokuthengisa Eligcwele Ifaneli (W/ Isibonelo)

Amasu abandakanya ukumaketha kwefaneli ephelele kanye nokukhangisa kwama-omnichannel angase adideke. Izindatshana eziningi ngesihloko zixoxa ngama-KPI ayinkimbinkimbi kanye nokulandela imigomo. Lo mhlahlandlela uwugcina ulula.

Kunokuba sikunikeze imininingwane engadingekile, lesi sihloko sihlose ukukufundisa ukuthi ungakha kanjani isu lokumaketha elilula nelisebenzayo lefaneli egcwele ukuze ukwazi ukukhomba abangaba abathengi kuzo zonke izigaba zohambo lwakho lwamakhasimende. 

Ngizophinde ngikunike izibonelo zomhlaba wangempela ukukusiza uqonde futhi ulandele.

Okuqukethwe
Kuyini ukumaketha kwefaneli egcwele?
Kungani kubalulekile ukumaketha okugcwele ifaneli?
Ungadala kanjani isu lokumaketha eligcwele ifaneli eliguqukayo
Imicabango yokugcina

Kuyini ukumaketha kwefaneli egcwele?

Ukumaketha kwefaneli egcwele kusho ukudala okuqukethwe okukhethekile engxenyeni ngayinye ye ukumaketha kwemingcele: phezulu kwefaneli, phakathi kwefaneli, naphansi kwefaneli.

Okuqukethwe kwengxenye ngayinye yefaneli kunomgomo ohlukile nezethameli ezihlukile, njengoba kuboniswe emfanekisweni ongezansi: 

Ake sihlukanise lokhu ngokuqhubekayo, ngezibonelo:

Phezulu kwefaneli (TOFU)

Ukumaketha okuphezulu kakhulu iqondiswe kumakhasimende okungenzeka awazi ngisho nomkhiqizo/umkhiqizo wakho noma inkinga ongabasiza bayilungise. 

Izithameli eziningi zivame ukungena ngaphansi kwe-TOFU ngenxa yokuthi abantu abakulesi siteji abanalo ulwazi olukhethekile njengalabo abasezansi nefaneli—yingakho futhi kuyingxenye enkulu yefaneli.

Ngokwesibonelo, sabhala umhlahlandlela wokuphendula umbuzo othi, "Iyini i-SEO?" 

Umuntu osesha lowo mbuzo ku-Google cishe akazi ukuthi uyini noma ukuthi i-Ahrefs ikhona—ingasaphathwa yokuqonda ukuthi kungani isofthiwe yethu ibalulekile. Lokhu okuqukethwe kwe-TOFU.

Phakathi kwefaneli (MOFU)

I-Middle-of-the-funnel marketing iqondiswe kubantu abaziyo ukuthi banenkinga kodwa abangakazi ukuthi siyini isisombululo. Ifaneli isiqala ukuba mncane kulesi sigaba.

Umhlahlandlela wethu ocwaningweni lwamagama angukhiye uyisibonelo esihle sokumaketha kwe-MOFU. 

Othile osesha “ucwaningo lwamagama angukhiye” cishe uyayiqonda i-SEO eyisisekelo kodwa angazi noma angazi ukuthi u-Ahrefs ukhona ukuze abasize ngakho. Baseduze nokuba ikhasimende kunomuntu osesha ulwazi lwabaqalayo kodwa angase angakulungeli ukudonsa inhlamvu okwamanje.

Phansi kwefaneli (BOFU)

Ukumaketha kwe-bottom-of-the-funnel kuhloselwe abantu abaziyo ukuthi iyini inkinga yabo futhi bacabangela imikhiqizo noma amasevisi akho ukuze bayixazulule. Lokhu ngokuvamile ingxenye encane, eqondiswe kakhulu yefaneli.

Isibonelo esihle sokuqukethwe kwe-BOFU yi ukuqhathanisa kwethu kwe-Ahrefs vs. SEMrush.

Umuntu osesha okuthi “ahrefs vs semrush” cishe ulungele ukuthenga kodwa akanaso isiqiniseko sokuthi yimuphi umkhiqizo okufanele ahambe nawo. Ikhasi lethu lokuqhathanisa lisiza ukubaqondisa ekwenzeni isinqumo sokugcina sokuthenga.

FUTHI KUKHONA OKUQUKETHWE OKUGCWELE...

Kuyenzeka udlulise umuntu kuyo yonke ifaneli esiqeshini esisodwa sokuqukethwe. 

Isibonelo, yethu "Iyini i-SEO?" Umhlahlandlela uthatha umuntu ekubeni engazi ukuthi i-SEO iyini, aqonde ukuthi kungani ingaxazulula inkinga yakhe, nokwazi ukuthi u-Ahrefs angasiza kanjani. 

Qaphela amathuba afana nalawa ukuze wandise ukuthengisa ngomzamo omncane.

Kungani kubalulekile ukumaketha okugcwele ifaneli?

Kubalulekile ukudala okuqukethwe noma imidiya yazo zonke izigaba zefaneli. Uma ungenjalo, uzophuthelwa yinqwaba yabathengi abangaba khona.

Izinkampani eziningi zigxila kuphela ekukhangiseni kwe-BOFU, okuvame ukuba namazinga aphezulu okuguqulwa. Kodwa-ke, futhi ngokuvamile kuyisigaba esibiza kakhulu nesincintisanayo sefaneli. 

Kubandakanya imizamo yokumaketha ye-TOFU kanye ne-MOFU kwandisa iqoqo lakho labathengi abangaba khona kanye nembewu yezitshalo ukuze ukhule esikhathini esizayo.

Eqinisweni, a I-Nielsen meta-analysis yemikhankaso ye-CPG ithole ukuthi amasu okumaketha agcwele ifaneli athola kufika ku-45% i-ROI ephakeme kanye no-7% ukwenyuka ekuthengisweni okungaxhunyiwe ku-inthanethi uma kuqhathaniswa nemikhankaso yefaneli eyodwa.

Ungadala kanjani isu lokumaketha eligcwele ifaneli eliguqukayo

Ungakha isu lokumaketha lefaneli eliphelele ngezinyathelo ezinhlanu:

1. Ukwenza imephu uhambo lwekhasimende lakho
2. Ukukhetha isiteshi sakho sokumaketha
3. Ukusetha ama-KPIs akho
4. Ukudala okuqukethwe
5. Ukulandelela ukusebenza nokulungisa ngokusekelwe kudatha

Isinyathelo 1. Imephu yohambo lwekhasimende lakho

Ngaphambi kwanoma yini, kufanele uchithe isikhathi esithile uqonda ukuthi amakhasimende akho asuka kanjani ekungazini umkhiqizo wakho aye ekuthengeni—okungukuthi, uhambo lomthengi.

Uhambo lomthengi luhlukaniswe izigaba ezintathu:

1. Ukuqwashisa
2. Ukucabangela
3. Isinqumo

Nasi isibonelo sohambo lomthengi wekhasimende elisha le-Ahrefs: 

Ikhasimende lethu lingase liqale ngokufuna izindlela zokuthola ithrafikhi eyengeziwe—ngaphandle kolwazi lwe-SEO noma i-Ahrefs. Ukusuka lapho, angase anqume ukuphishekela i-SEO, abone ukuthi udinga amathuluzi, futhi aqale ukucwaninga okutholakalayo. Ekugcineni, angase anqume ukuthenga okubhaliselwe kwe-Ahrefs.

Ukuze uthole uhambo lwekhasimende olusebenza ebhizinisini lakho, zibeke ezicathulweni zamakhasimende. 

Obani amakhasimende akho? Yiziphi izinkinga abanazo ongazixazulula? Balithola kanjani ikhambi lalezi zinkinga? Ungakudala kanjani okuqukethwe ukuze ube yingxenye yalolu hambo?

Impela, uhambo lwawo wonke umuntu luhlukile futhi ongakwenza lapha ukuzama ukuqonda ukuthi amakhasimende angaba khona angenza kanjani izinqumo, bese usebenzisa okuqukethwe/imidiya ukuwaqondisa.

Isinyathelo sesi-2. Khetha isiteshi sakho sokumaketha

Ukuzama ukwakha isu lokumaketha eligcwele ifaneli lamashaneli amaningi ngesikhathi esisodwa kuyindlela eqinisekile yokubulala uhlelo lwakho ngaphambi kokuthi luqhubeke.

Kunalokho, kungcono ukhethe isiteshi esisodwa ekuqaleni futhi usithuthukise, usisebenzise, ​​futhi ulandelele ukusebenza kwaso uze udale isistimu esebenzayo—bese udlulela kwesinye.

Ungakhetha kunoma yiziphi izinkundla zokuxhumana, ukukhangisa okukhokhelwayo, kanye ezinye iziteshi eziningi zokumaketha. Kodwa-ke, kwa-Ahrefs, sigxila ekusesheni kwezinto eziphilayo ngokwenza i-SEO.

I-SEO ilungele ukumaketha kwefaneli egcwele ngoba ungakwazi ukukhomba amagama angukhiye kuyo yonke ifaneli, uwabeke ekusesheni kwe-Google, futhi uthole ithrafikhi engaguquki inyanga nenyanga.

Ngokwesibonelo, ucezu lwethu on indlela yokuthola ithrafikhi yewebhusayithi eyengeziwe (Okuqukethwe kwe-TOFU) ithola ukuvakasha kosesho kwanyanga zonke okungu-1K–2K, ngokusho kuka-Ahrefs:

Our uhlu lwamathuluzi we-SEO wamahhala (Okuqukethwe kwe-MOFU) ithola ukuvakashelwa okulinganiselwe okungu-36K:

Futhi ngisho Ama-Ahrefs ethu vs. SEMrush vs. Moz ukuqhathanisa (Okuqukethwe kwe-BOFU) ithola ukuvakashelwa okulinganiselwe okungu-1.2K:

Kungenzeka futhi ukuthi ngokudala okuqukethwe kuzo zonke izigaba zefaneli, ungakwazi ukuthola imiphumela ehlanganisiwe ngoba I-algorithm yosesho lwe-Google ikhathalela igunya lezihloko. Ngamanye amazwi, uma uhlanganisa zonke izihloko eziqondise amagama angukhiye kuyo yonke ifaneli—hhayi nje amagama angukhiye e-BOFU—izinga lakho lilonke lingathuthuka.

Ngethemba, kuyacaca ukuthi kungani sigxila kakhulu kulesi siteshi.

Uma i-SEO izwakala ilungele ibhizinisi lakho, hlola umhlahlandlela wethu ophelele wesu lokuqukethwe kwe-SEO.

Isinyathelo sesi-3. Khetha ama-KPI akho

Yilapho eminye imihlahlandlela ingase ibe yinkimbinkimbi khona. Kodwa ungakhathazeki, ngizokugcina kulula kakhulu.

Izinkomba zokusebenza ezibalulekile (KPIs) amamethrikhi ongawalandelela ukuze uhlale ubheka ukuthi ukumaketha kwakho kusebenza kahle kangakanani (noma kabi) ukuze ukwazi ukulungisa isu lakho ngokufanele. 

Ama-KPI angaba yinoma yini: ithrafikhi yewebhusayithi, ukuguqulwa kwegoli kanye nezici, isikhathi ekhasini, izinga lokugxuma, njll.

Kodwa ngincoma ukuthi uqale nge-KPI eyodwa: ithrafikhi.

Ithrafikhi eya kokuqukethwe kwakho ingenye yezinkomba ezilula neziqinile zokuthi imizamo yakho yokumaketha isebenza kahle kangakanani. Ngokuvamile, ithrafikhi eyengeziwe = ukuthengisa okwengeziwe.

Manje, awufuni nje ithrafikhi ngenxa yethrafikhi. Kodwa uma uqondise amagama angukhiye alungile futhi udala okuqukethwe eduze kwefaneli yakho yokumaketha, ithrafikhi eya kulawo makhasi iyinkomba enhle yokuthi imizamo yakho iyasebenza. 

Okufanelekela impumelelo lapha kuyahlukahluka kuye ngokuthi niche yakho. Amanye ama-niches anevolumu ephansi futhi anokuncintisana okukhulu, kanti amanye anamagama angukhiye amaningi wevolumu ephezulu. Okubalulekile wukubona izinombolo zakho zethrafikhi zikhula ngokuhamba kwesikhathi. 

Ungakwazi ukulandelela ithrafikhi usebenzisa -Google Analytics futhi I-Google Search Console. Uma usebenzisa i-GA4, yiya ku Ukuhlanganyela > Uhlolojikelele bese uskrolela phansi ukuze ubone imibono yakho.

Enye i-KPI eqinile ehambisana nethrafikhi—uma usebenzisa i-SEO njengesu—izinga lamagama angukhiye. Uma uphakamisa izinga legama elingukhiye elinikeziwe, uzothola ithrafikhi eyengeziwe.

Ngokwami, ngibheka ama-Ahrefs okungenani kanye ngesonto ukuze ngibone ukuthi amawebhusayithi ami asebenza kanjani. Ngibe ngisebhizinisini iminyaka engaphezu kweyi-10, futhi inani lomgwaqo lewebhusayithi lilonke kanye namagama angukhiye kusengama-KPI ami ayinhloko (okuhambisana nenzuzo iyonke) ukuze nginqume ukuthi imizamo yami iyasebenza noma cha.

Ngizokhuluma ngenqubo yami yokulandelela esinyathelweni #5. Okwamanje, sekuyisikhathi sokuthi siphakamise imikhono yethu.

Isinyathelo sesi-4. Dala okuqukethwe

Manje njengoba usuphethe isu lakho futhi wazi ukuthi ayini ama-KPIs akho, sekuyisikhathi sokuqala ukudala okuqukethwe kwakho. 

Uhlobo luni lokuqukethwe oludala luncike ku-niche yakho nesiteshi sokumaketha. Angikwazi ukukumboza wonke kulesi sihloko. Ngakho-ke esikhundleni salokho, ngizocabanga ukuthi uhamba neseluleko sami sokusebenzisa i-SEO njengesiteshi sakho esikhulu sethrafikhi.

Isinyathelo sokuqala sokwenza isu le-SEO eligcwele ifaneli lewebhusayithi yakho ucwaningo lwegama elingukhiye. 

Lena inqubo yokuthola ukuthi yimaphi amagama angukhiye amakhasimende akho okungenzeka awasesha ku-Google esigabeni ngasinye sefaneli. Indlela elula yokwenza lokhu iwukuxhuma igama elingukhiye lembewu ku-Ahrefs' Amagama angukhiye Ukuhlola nokuhlunga imiphumela ukuze ilingane nezidingo zakho. 

Isibonelo, esigabeni sokuqwashisa/se-TOFU sohambo lomthengi we-Billy Blogger, ngizoqala ngegama elingukhiye lembewu elifana “nethrafikhi yewebhusayithi” futhi ngibheke imibono yamagama angukhiye. 

Khona manjalo, ngibona izihloko ezimbili ezingaba khona ezivela kule mibono:

• Ungahlola kanjani ithrafikhi yewebhusayithi yakho
• Indlela yokushayela ithrafikhi kuwebhusayithi yakho

Ngingakwazi ukuphinda lokhu ngamagama angukhiye embewu ahlukene esigabeni ngasinye sefaneli ukuze ngithole eminye imibono. 

Ngesiteji se-MOFU, ngingakwazi ukusesha "seo" njengegama elingukhiye lembewu. Lokhu kunginika amagama angukhiye afana nokuthi “yini i-seo,” “ukwenza kanjani i-seo,” “imikhuba engcono kakhulu ye-seo,” nokunye.

Ngesiteji se-BOFU, ngingafaka amagama angukhiye abanzi aqondene ngqo nomkhiqizo wami, njengokuthi “ahrefs,” “best seo tool,” njll.

Ukuze uthole amanye amaqhinga okucwaninga amagama angukhiye, bheka le eminye imihlahlandlela namathuluzi:

• Ukuhlaziywa Kokuncintisana Kwamagama angukhiye: Ungawathola Kanjani Amagama Angukhiye Oqhudelana Naye
• Ucwaningo Lwegama elingukhiye Oluthuthukile: Amathiphu angu-5 Okuthola Amagama angukhiye Angasetshenzisiwe
• Ithuluzi Lokukhiqiza Igama elingukhiye lamahhala lika-Ahrefs

Ngemva kokuqeda ucwaningo lwakho lwamagama angukhiye, ungakwazi ukubeka phambili ukuthi yimaphi amagama angukhiye ukuze udale okuqukethwe kuqala ngokusekelwe kwinhlanganisela yevolumu yokusesha, ubunzima begama elingukhiye, kanye nokuba seduze phansi kwefaneli. Ngithanda ukudala okuqukethwe kwami ​​kwe-BOFU kuqala, bese kuba i-MOFU, bese kuba yi-TOFU—ngoba okuqukethwe okuseduze naphansi kuvamise ukuguqula kangcono.

Uma usunamagama angukhiye owaqondisayo, sekuyisikhathi sokuthi dala okuqukethwe okulungiselelwe ukusesha. Kuningi ongakufunda lapha, kodwa ngizokuhlukanisa kube izinyathelo ezinhlanu eziyisisekelo (ungafunda izindatshana ezixhunyiwe ukuze uthole ukubukeka okujulile):

1. Nquma inhloso yosesho kwegama elingukhiye ofisa ukulikala
2. Dala uhlaka lokuqukethwe uma ubhala iposi lebhulogi noma ikhasi lokufika
3. Landela amathiphu wami wokubhala we-SEO ngenkathi ubhala okuqukethwe
4. Shicilela okuqukethwe bese wenza okunye okuyisisekelo ekhasini le-SEO
5. Funda ukwakha isixhumanisi ukusiza iwebhusayithi yakho nama-athikili athole igunya

Yilokho kuphela okukhona kukho. Kukhona ama-nuances amaningi ku-SEO, kunjalo, kodwa izisekelo zilula: Dala okuqukethwe kwekhwalithi ephezulu okufana nenjongo yosesho yegama elingukhiye eliqondiwe, bese wakhe izixhumanisi zangaphakathi nezangaphandle kulokho okuqukethwe ukuze ufakazele ukwethembeka kwakho.

Isinyathelo sesi-5. Landelela ukusebenza futhi wenze izinguquko

Uma usushicilele izindatshana ezithile futhi waqala ukuzithuthukisa, udinga ukulandelela lawo ma-KPI ngokuhamba kwesikhathi ukuze ubone ukuthi asebenza kahle kangakanani.

Futhi, i-Google Analytics ne-Google Search Console ingakusiza ukulandelela ithrafikhi yakho. Kodwa uma futhi ufuna ukulandelela amazinga angukhiye njengoba ngishilo, ungakwenza nge-Ahrefs' Isikhundla Tracker.

Vele uxhume kalula iwebhusayithi yakho kanye namagama angukhiye ofuna ukuwalandela, futhi uzoboniswa ideshibhodi enamazinga akho amanje nokuthi imaphi amakhasi akleliswa ngokwamaphi amagama angukhiye.

Lena indlela enhle yokubona ukuthi amakhasi akho asebenza kahle kangakanani kumagama angukhiye owakhethile, kodwa futhi ngithanda ukubheka amawebhusayithi ami ku-Ahrefs' I-Site Explorer ngokucwilisa ku Amagama angukhiye we-Organic futhi Amakhasi aphezulu imibiko. 

The Amagama angukhiye we-Organic umbiko uzokukhombisa konke amagama angukhiye owabeka ezingeni lawo, kanye nokukunikeza inketho yokuqhathanisa amazinga amanje nezinga langaphambilini. 

Uma uqaphela ukuthi ulahlekelwa amazinga ngokuhamba kwesikhathi, lokho kuwuphawu ongase uludinge vuselela okuqukethwe kwakho ukuyigcina ibalulekile futhi ugcine ifaneli yakho isebenza.

The Amakhasi aphezulu umbiko, ngakolunye uhlangothi, uzokukhombisa ukuthi yimaphi amakhasi angabadlali bakho abaphezulu ngokuya ngethrafikhi kanye nenani lamagama angukhiye wezinga. Lokhu kuhle ukubona ukuthi yiziphi izingxenye zefaneli ezisebenza kahle kakhulu, okukuvumela ukuthi udale okuningi kwalokho okusebenzayo.

Ngokwesibonelo, yethu okuthunyelwe kwebhulogi kokumaketha okuhambisanayo iyindatshana yethu esebenza kakhulu kuyo yonke isayithi:

Lokhu kusitshela ukuthi mhlawumbe kuwumqondo omuhle ukudala okuqukethwe okwengeziwe mayelana nokumaketha okuhlobene, okuyinto kithi, isihloko se-MOFU. Sishicilele inqwaba yezindatshana ezimayelana nokumaketha okusebenzisana nayo kusukela sifunde ukuthi le yenza kahle kanjani, futhi manje iletha izinkulungwane zezivakashi ezintsha njalo ngenyanga.

Okokugcina, i Amakhasi aphezulu umbiko uyindlela ephelele yokunquma ukuthi yimaphi amakhasi tshala ekwenzeni ukuguqulwa kube ngcono ukuze uthuthukise inombolo yokuhola nokuthengisa okutholayo emakhasini akho ethrafikhi ephezulu.

Imicabango yokugcina

Ukuthengisa okugcwele, uma kwenziwa kahle, kungakhuphula ukuthengisa kwakho futhi kunciphise izindleko zakho. Futhi ngenhlanhla kuwe, akumele kube nzima kangako.

Ngamafuphi: Zama ukuqonda amakhasimende akho, dala okuqukethwe kwesinyathelo ngasinye ohambweni lwawo lomthengi, bese ulandelela ukuthi lokho okuqukethwe kusebenza kanjani futhi ulungise isu lakho ngokusekelwe kudatha.

Umthombo ovela Ama-Ahrefs

Umshwana wokuzihlangula: Ulwazi olubekwe ngenhla luhlinzekwa ngabakwa-Ahrefs ngaphandle kwe-Chovm.com. I-Chovm.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.