Fumana kolu qeqesho lukaGoogle ukuba amashishini angatsala njani abathengi abaninzi kwi-Intanethi. Kwakhona uchaza indlela yokuphucula ukusetyenziswa kwe-injini yokukhangela (SEO) kunye nokusebenzisa i-advertising ye-intanethi (SEM) ukwandisa ukuthengisa kunye nokubonakala.
Uya kufunda indlela yokuqokelela, ukuhlalutya kunye nokuguqula idatha yabathengi ibe yimibono esebenzayo usebenzisa i-Google Analytics. Isishwankathelo semigaqo ephambili ekhankanywe kuqeqesho kwinqaku elingezantsi.
Uhlalutyo lukaGoogle lwenzelwe bani, ngantoni?
I-Google Analytics sisixhobo sokulandelela esiphuhliswe nguGoogle esiqokelela kwaye sinikeze ulwazi oluxabisekileyo malunga neewebhusayithi. Yinkqubo yohlalutyo enamandla enceda iiwebhusayithi kunye neefowuni zokusebenza ziqonde ukusebenza kwazo kunye nendlela abasebenzisi abasebenzisa ngayo la maqonga.
Kwiminyaka ye-intanethi yedijithali, ukuvelisa i-traffic efanelekileyo kunye nokuguqula izikhokelo ngumngeni kubantu abaninzi. Ukoyisa lo mngeni, kuyafuneka ukwazi ukulandelela kunye nokulinganisa idatha enxulumene nokusebenza kwewebhusayithi yayo.
Ukunika uluhlu olubanzi lweengxelo ezineenkcukacha, i-Google Analytics yindlela efanelekileyo yokufumana ulwazi olufanelekileyo kunye noluncedo malunga newebhusayithi yakho.
Ukufunda ngakumbi malunga neGoogle Analytics kunye neempawu zayo ezininzi linyathelo elifanelekileyo. Ikhonkco loqeqesho lukaGoogle kanye emva kwenqaku. Njengesiqhelo ungafikelela kuyo simahla.
Ngubani onokusebenzisa iGoogle Analytics?
Uhlalutyo lukaGoogle luyafumaneka kuye wonke umntu, amashishini kunye nemibutho kwi-Intanethi.
Ukusebenzisa i-GA, udinga i-akhawunti kaGoogle. Emva koko, uya kukwazi ukufaka ngempumelelo, ukuqwalasela, ukulawula nokusebenzisa i-Google Analytics.
Ngokuxhomekeke kwinguqulelo yesoftware oyikhethayo, unokugqiba ukuba yeyiphi idatha oyifunayo ukuze uphucule ubukho bakho be-intanethi kunye nokusebenza.
Ngamanye amagama, iGoogle Analytics ifanelekile kwabo bafuna:
-Linganisa kwaye uhlalutye ukusebenza kophawu lwabo kwaye ufumanise ukuba yintoni esebenzayo nengasebenziyo.
-Fumana izisombululo kwiingxaki zendawo yabo, yivavanye kwaye uyiphucule.
Kunye, izixhobo zokumakisha ezenziwe zafumaneka zibonelela ngeempendulo ezicacileyo kwimibuzo emininzi abasoloko beyibuza abanini besiza, efana nale:
- Bangaphi abantu abandwendwela indawo?
- Yintoni ebatsalayo kwaye bahamba njani kwindawo?
– Zeziphi izixhobo ezisetyenziswa ziindwendwe kwaye zivela phi?
-Bangaphi kwaba basebenzisi abavela kumaqabane awohlukeneyo?
– Yeyiphi ipesenti yabathengi abathe bathenga ngokusekelwe kwii-imeyile abazifumeneyo?
-Lingakanani ixesha abasebenzisi abalichitha bekhuphela iphepha elimhlophe elinikiweyo?
-Zeziphi iimveliso eziphambili kunye neenkonzo ezisebenza kakhulu kubaphulaphuli ojolise kubo?
- Kwaye nangokunjalo.
Ngokuqinisekileyo iGoogle Analytics sisixhobo esiyimfuneko kwabo bafuna ukuphucula iwebhusayithi yabo. Ndikucebisa ngamandla ukuba uqale uqeqesho lukaGoogle kungekudala emva kokufunda kwakho. Ukwazi izixhobo ezahlukeneyo zikaGoogle kuya kukunceda kakhulu, nokuba yeyiphi na iprojekthi yakho.
Yintoni iGoogle AdWords?
Ngaphambi kokuba uthethe ngeeNtengiso zikaGoogle, kuyimfuneko ukuxoxa ngokufutshane nge-SEO kunye neentengiso, kuba abantu abaninzi babhidanisa ezi ngcamango zimbini.
Igama lokuqala i-SEO libhekiselele kukulungelelaniswa kobukho bakho kwaye lityumbe iseti yeendlela ezijolise ekuphuculeni izikhundla zakho kwiziphumo eziphilayo zeenjini ezahlukeneyo zokukhangela (uGoogle, iBing, iYahoo, njl.).
Inkxalabo yesibini ye-SEA ihlawulwe intengiso kwiinjini zokukhangela: kwiGoogle, iintengiso ziboniswa ngokweziphumo zophando lwabasebenzisi be-Intanethi abathi, ngeqonga le-Adwords, bakhethe amagama angundoqo abanqwenela ukuwajolisa. Ixabiso lixhomekeke kwinani lamaxesha intengiso ibonakala kwiziphumo zokukhangela kunye nenani lokucofa.
Izibonelelo zentengiso kuGoogle
Ujoliso olungcono
Ukuba uyabhengeza kuGoogle, unokulindela ukuba intengiso yakho ivele kwiphepha lokuqala le-injini yokukhangela kwaye ngaphezulu kweziphumo zophendlo lwendalo. Oku kwenza iintengiso zikaGoogle zibe sisixhobo esifanelekileyo ukuba ufuna ukuphucula umgangatho wakho.
Finyelela abantu abaninzi
Njengoko izibalo zibonisa, enye yeenzuzo zentengiso kwi-Adwords kukukwazi ukufikelela kubaphulaphuli ojolise kubo. Amanani abonisa amandla kunye neempembelelo zikaGoogle kwihlabathi jikelele.
- UGoogle yeyona njini yokukhangela ehamba phambili kwihlabathi kwaye inesabelo semarike esingaphezulu kwe-90% eFrance.
- I-Adwords sesona sisombululo sisetyenziswa kakhulu kwintengiso.
- Kukho abasebenzisi be-Intanethi abazizigidi ezingama-44,7 eFransi (ngokweGoogle).
- Utyelelo lwezigidi ezili-16,2 ngosuku eFransi.
- Iindwendwe ezizigidi ezingama-40,6 ngenyanga eFransi.
- Abasebenzisi abazizigidi ezingama-34,8 ngenyanga kwizixhobo eziphathwayo eFransi.
- 5,5 yebhiliyoni yemibuzo yokukhangela ngosuku kuGoogle.
- I-167 yeebhiliyoni zemibuzo yokukhangela ngenyanga kuGoogle.
- Ngaphezulu kwe-50% yophando lwenziwa kwizixhobo eziphathwayo.
Ekubeni ininzi ye-traffic ye-Google yentengiso ivela kubasebenzisi beselula, ngokubonisa iintengiso kwi-Adwords ujolise ngokuzenzekelayo kubasebenzisi beselula.
Imbuyekezo ekhawulezileyo kutyalo-mali
Enye yeenzuzo eziphambili zentengiso ye-intanethi (ngokuchasene nezicwangciso zexesha elide njenge-SEO) kukuba inokulinganiswa ngokukhawuleza. Ekubeni iindlela zokupheka zokuqala ziyaziwa ngokukhawuleza emva kokupapashwa, izicwangciso zinokutshintshwa ngokukhawuleza.
Ukususela kwiiyure ezingama-24 emva kokupapashwa, unokulinganisa ukusebenza kweentengiso zakho ngokucofa, imbonakalo kunye nokuguqulwa kwaye ubone iziphumo zokuqala.
Intengiso ye-Adwords inokuba sisixhobo sonxibelelwano esisebenzayo sokuqaliswa kweemveliso okanye iinkonzo ezintsha kunye nangexesha lemikhankaso yexesha.
Ngokuqinisekileyo kwaye kwakhona uzifundise ngokufanelekileyo ngaphambi kokuchitha imali yakho. Uqeqesho lukaGoogle olunekhonkco lisezantsi kwephepha lubalulekile kuwe. Yonwabele, isimahla.
Bhatala kuphela oko kusebenzayo
Xa udala isikhangiso kwi-Google Adwords, unokukhetha isicwangciso sebhidi (CPC, CPM, CPP kunye nabanye).
Ukuba umntu khange acofe kwintengiso yakho, yibone, kwaye ungenzi nto kwisiza sakho emva kokucofa, akufuneki uhlawule.
Ukujolisa ngokuthe ngqo
Ukukhangela okuhlawulweyo kukuvumela ukuba ujolise ngqo kubaphulaphuli bakho. Ungafikelela kubantu abakhangela iimveliso okanye iinkonzo zakho ngokubonisa iintengiso zakho xa bekhangela ngamagama angundoqo owafakayo.
Unganciphisa uphendlo lwakho ekujoliswe kulo kwiindawo ezithile kunye neelwimi. Unokukhetha umhla kunye nexesha ezibonisa iintengiso zakho ze-AdWords. Ke ufikelela kubantu abalungileyo ngexesha elifanelekileyo kwaye kwindawo elungileyo.
Olunye uncedo lweGoogle AdWords kukuba unokujolisa kwiintengiso kubasebenzisi abaye batyelela indawo yakho ngaphambili.
Ungalawula amaphulo akho ukusuka ekuqaleni ukuya ekugqibeleni njengoko ubona kufanelekile
Yenza iindawo zokusasaza kunye nezicwangciso ezisekelwe kwiinjongo zakho ukuze ukwazi ukubhengeza naphi na, nangaliphi na ixesha.
Ukuba ufuna ukuhlela umkhankaso wakho wokukhangela ohlawulweyo, uhlaziye isikhangiso sakho, utshintshe iphepha lakho lokufika, ungeze amagama angundoqo amatsha, okanye wenze ezinye iinguqu, unokukwenza nangaliphi na ixesha ngeGoogle Adwords.
Umgaqo ofanayo uyasebenza kuhlahlo lwabiwo-mali. Ukuba ucinga ukuba kufuneka inyuswe okanye icuthwe, ungayitshintsha nangaliphi na ixesha. Umzekelo, ukuba uthengisa iimveliso zonyaka ezifana namathoyizi, unokonyusa uhlahlo lwabiwo-mali ngoNovemba nangoDisemba, ngaphambi kweKrisimesi.
Zeziphi iitshaneli zedijithali ekufuneka ugxile kuzo ngokusekelwe kwishishini lakho?
Ukuthengisa kwendawo kuye kwaba sisixhobo esibalulekileyo kubathengisi. Nangona kunjalo, bajongana nengxaki enkulu xa bephuhlisa isicwangciso: ukukhetha amajelo afanelekileyo onxibelelwano lwedijithali.
Zeziphi iziteshi onokukhetha kuzo, zeziphi izixhobo zonxibelelwano zangaphandle kunye nezangaphakathi oza kuzisebenzisa, zeziphi izixhobo zonxibelelwano oza kuzisebenzisa ngokwenjongo kunye nomsebenzi wakho? Nantsi yonke into ekufuneka uyazi.
Uzichaza njani iinjongo zakho zonxibelelwano?
Ngaphambi kokuba wenze okuthile, kufuneka wazi apho uya khona. Ngamanye amazwi, kufuneka wazi ukuba zeziphi iinjongo zesicwangciso sakho sonxibelelwano lwedijithali. Ezi njongo zinokwahluka kakhulu ngokuxhomekeke kwinkampani nakwicandelo.
Ngaba udala ishishini? Ukuba kunjalo, kufuneka uqale ukuthengisa ngokukhawuleza ukuze ufumane abathengi bakho bokuqala. Ngakolunye uhlangothi, ukuba sele usungulwe kakuhle, iinjongo zakho zokuthengisa zendawo zingahluka kakhulu.
- Phucula okanye uhlaziye umfanekiso webhrendi yakho.
- Ukutsala abaphulaphuli abatsha kwaye wandise isiseko sabathengi bakho.
- Gcina abathengi abakhoyo.
- Yazisa iimveliso okanye iinkonzo ezintsha.
Unxibelelwano ke ngoko alungombuzo wolwazi kuphela. Imalunga nokuchonga amandla, ubuthathaka kunye namathuba. Ngokuxhomekeke kwimeko, unokuzibekela usukelo olufanelekileyo lokulufikelela. Nangona kunjalo, ukhetho lwamatshaneli onxibelelwano lwedijithali luxhomekeke kakhulu kwiqela ekujoliswe kulo ofuna ukufikelela kulo.
Ulichaza njani iqela lakho ekujoliswe kulo?
Gxininisa imiyalezo yakho kwiqela lakho ekujoliswe. Ukwahlulahlula ngundoqo kumaphulo okuthengisa asebenzayo kunye nobudlelwane obungcono babathengi.
Nokuba ufuna ukugcina abasebenzisi bakho abaphambili okanye ukutsala amacandelo amatsha abathengi, kufuneka uchaze kanye ukuba ufuna ukufikelela kubani na. Ungasebenzisa iindlela ezahlukeneyo zoku.
- Indawo yejografi
- Umdala
- uhlobo
- Inqanaba lomvuzo
- Iziko lomdla
Ngokuthathela ingqalelo iimpawu zomntu ngamnye zabathengi, unokwenza iprofayile yomthengi wakho ofanelekileyo ngokusekwe kwiikhrayitheriya ezibalulekileyo kuye. Nangona kunjalo, kukho ikhrayitheriya ethile yokukhethwa kwamajelo onxibelelwano lwedijithali: ubudala.
Iqela ngalinye lobudala lineewebhusayithi zalo ezizithandayo kunye neenethiwekhi zentlalo. Enoba unxibelelana nolutsha, abantu abadala, okanye oosomashishini, indlela abanxibelelana ngayo yahluke kakhulu.
Indlela yokukhetha ijelo elilungileyo lonxibelelwano lwakho lwedijithali?
Nje ukuba uchaze iinjongo zakho kwaye wazi ukuba ufuna ukufikelela kubani, lixesha lokujonga amajelo ahlukeneyo.
Imidiya yokuncokola
Ukuba kukho ijelo elinye elingenakungahoywa, yimidiya yoluntu. Inika inani leenzuzo kumashishini.
Okokuqala, la maqonga akwenza kube lula ukwenza uluntu malunga neendawo zokuthengisa kunye nokuzigcina. Oku kusondelana kuyafuneka kwiinkampani ukuba zibe ngabantu ngakumbi kwaye ziseke ubudlelwane bokwenyani nomthengi ngamnye. Namhlanje, ukuthengiswa kweendaba zentlalo kunye nolawulo loluntu ludlala indima ebalulekileyo ekugcineni umfanekiso we-brand.
Nangona kunjalo, imidiya yoluntu ikwaliqonga elikhulu lentengiso yemveli, apho unokubeka khona iintengiso eziphantsi kwaye ufikelele kubaphulaphuli ekujoliswe kubo. Ngokucofa nje okumbalwa, unokukhuthaza ishishini lakho kubantu abafanelekileyo nabajoliswe kubo.
Yeyiphi imidiya yoluntu enokusetyenziswa ngokuxhomekeke kubaphulaphuli ekujoliswe kubo?
-Iihotele kunye neeresityu: Iinkampani ezikweli candelo akufuneki zingawahoyi amaqonga afana ne-Tripadvisor, ahlala esetyenziswa ngabathengi abanokubakho.
-Abadala: Abantu abaphakathi kweminyaka eyi-18 kunye ne-40 sele benamava kumajelo asekuhlaleni kwaye inokuba ngabasebenzisi bakaFacebook kunye ne-Twitter. Ngoko namathela kuloo maqonga ukuba abantu abatsha bahlale kude. Eli qela lobudala likwasebenzisa ngokusebenzayo i-Instagram.
-Abafundi bezikolo zasesekondari: Nangona bengasebenzi kwi-intanethi njengabantu abancinci, basasebenza ngakumbi kwaye basebenzisa uthungelwano lwemveli olufana noFacebook.
-Abantu abancinci: Sebenzisa amaqonga anje ngeTikTok, iSnapchat okanye i-Instagram kangangoko ukufikelela kubantu abancinci abangaphantsi kweminyaka eyi-18.
-Icandelo le-B2B: Iinkampani ze-B2B zikhetha i-LinkedIn, eyona nto ibalulekileyo yenethiwekhi yoluntu kwezi nkampani.
Google, Yahoo kunye nabanye
Iinjini zokukhangela yenye ijelo elibalulekileyo lonxibelelwano lwedijithali. Iziphumo zophendlo lwasekuhlaleni ziyindlela entle yokuqhuba itrafikhi.
Ikwasisitishi esisetyenziswa kakhulu kwaye uninzi lwabantu lusetyenziselwa ukukhangela iimveliso kunye neenkonzo ngoGoogle.
Kwimeko nayiphi na into, kubalulekile ukuba iinkampani zingabi newebhusayithi kuphela, kodwa zikwandise i-SEO. Ukupapasha rhoqo izithuba zeblogi ezifanelekileyo kunye nekhwalithi kuyindlela efanelekileyo yokwandisa i-SEO yendawo kunye nokutsala abathengi abatsha.
Abaphulaphuli beB2B bayawaxabisa ngokukodwa amanqaku anzulu, amaphepha amhlophe, kunye neminye imixholo.
Esinye isixhobo esibalulekileyo sonxibelelwano kumashishini asekhaya yiProfayile yeShishini likaGoogle (eyayisakuba yiGoogle My Business). Eli khadi leshishini lasimahla linokwenziwa ngemizuzu kwaye liya kubonakala kwiziphumo zophando lwasekhaya.
Oonomyayi
I-Intanethi ihambile. Ii-smartphones ngoku zibalelwa ngaphezulu kwe-55% yetrafikhi ye-intanethi yehlabathi.
Abasebenzisi be-Intanethi 2.0 bakhetha ukuba neeselfowuni zabo ngalo lonke ixesha baze bayisebenzisele ukukhangela ulwazi kwi-Intanethi. Oku kuyinyani ngakumbi kukhangelo lwasekuhlaleni.
I-Geolocation ngoku yenza kube lula ukufumana amashishini kufutshane nawe. Ulahlekelwe zizitshixo zakho ? Ke into yokuqala ekufuneka uyenzile kukuthatha ifowuni yakho kwaye ufowunele umkhandi wokutshixa okufutshane.
Kodwa iifowuni eziphathwayo azikho nje ukwenza iminxeba. Imidiya yoluntu nayo ithatha indawo eninzi kwezi zixhobo. Iiplatform ezinje ngeTikTok, Snapchat kunye ne-Instagram ziyilelwe ngokukodwa ii-smartphones.
Uninzi lwabantu abaphakathi kweminyaka eyi-12 kunye ne-40 bane-smartphone, kodwa izizukulwana ezindala aziyisebenzisi kwaye ziyisebenzise ngokwahlukileyo. Ngaphandle koku, izixhobo eziphathwayo zihlala zingumjelo osebenzayo wokufikelela kubo bonke abaphulaphuli.
Imbalelwano nge-imeyile
I-imeyile yenye yeendlela zakudala zonxibelelwano lwedijithali, kodwa oko akwenzi ukuba iphelelwe lixesha. Ngokuchasene noko, iyasebenza kakhulu xa isetyenziswe ngokuchanekileyo.
Kuya kufuneka usiphephe esi sicwangciso, ngakumbi ukuba abaphulaphuli ojolise kubo bancinci, njengoko abantu abancinci bengafuni ukusebenzisa i-imeyile. Abasebenzisi abadala basaluxabisa olu hlobo lonxibelelwano kwaye baphendule ngcono kwiileta zeendaba kunye nezinye ii-imeyile zokuthengisa.
I-imeyile ikwayinxalenye ebalulekileyo yesicwangciso sokuthengisa sedijithali kwiinkampani zeB2B. Yindlela enkulu yokukhuthaza umxholo osemgangathweni kunye nokuguqula.
SMS Marketing
Okokugqibela, iSMS lukhetho olungafanelanga lungahoywa xa kufikwa ekufumaneni umthengi. Enkosi kwi-geolocation okanye kwi-geotargeting, ungathumela imiyalezo eyeyakho kubantu abalungileyo, ngexesha elifanelekileyo kwaye kwindawo elungileyo.
Ingaba unayo ivenkile yempahla kumbindi wesixeko? Ukuthengisa ngeSMS kunokukhuthaza abathengi abadlula kwivenkile yakho ngokuthumela ngokuzenzekelayo iikhowudi zesaphulelo.
Eli jelo likwafanelekile kubaphulaphuli abancinci, njengoko kubalulekile ukuba ne-smartphone (okanye ubuncinci ifowuni ephathwayo).
Kutheni ukhetha isicwangciso sentengiso yamajelo amaninzi?
Ngaba kufuneka ukhethe itshaneli yonxibelelwano lwedijithali kwaye ungahoyi ezinye? Akunjalongo noko.
Isicwangciso samajelo amaninzi singundoqo ekuboneleleni abathengi ngamava angcono kakhulu kunye nokuvelisa ingeniso. Oku kuthetha ukusebenzisa amajelo ahlukeneyo ngaxeshanye, kubandakanywa imidiya yoluntu, iintengiso, iselula, kunye ne-imeyile.
Nangona kunjalo, akwanelanga ukudibanisa. Ayikokufumana nje umxube ochanekileyo wamajelo, ikwamalunga nokulawula.
Imidiya yoluntu, iinjini zokukhangela kunye ne-imeyile. Imijelo yonxibelelwano yedijithali ayinasiphelo. Nangona kunjalo, ngamnye kubo uneempawu zakhe. Ngokuxhomekeke kubaphulaphuli bakho kunye neenjongo, kubalulekile ukwenza isicwangciso setshaneli nganye. Ngale ndlela, unokonyusa ukusebenza kwemizamo yakho yokuthengisa kwi-Intanethi kwaye ufumane iziphumo ezihlala zihleli.
