Kulokhu kuqeqeshwa kwe-Google, sichaza indlela yokuklama isu elinomdlandla lokumaketha nokukhangisa. Uzobona ngokufanayo ukuthi ukumaketha nge-imeyili, ividiyo, nezikhangiso eziboniswayo kungakusiza kanjani ukuthi ufinyelele futhi ulethe abathengi abasha abengeziwe. Okuqukethwe okunikezwayo kumahhala futhi kusezingeni eliphezulu ngakho-ke masisebenzise ithuba lakho.
Itimu ehlukanisayo yokuqeqeshwa kwe-Google: Kuyini ukuhlaziywa kokumaketha?
Ukuhlaziywa kokumaketha ukuqoqwa kwedatha evela emithonjeni eyahlukene okuhlanganisa imiphumela yemisebenzi yokumaketha yenkampani, ulwazi lokuziphatha kwabathengi. Ngokuthembela kule mithombo ehlukahlukene, uzokwazi uku:
- chaza isu
- hlela izifundo ezintsha zemakethe
- vuselela imikhankaso yakho yokukhangisa ngendlela eqondiswe kakhulu
- kungenzeka uguqule izingxabano zakho kanye nezenzo ze-imeyili
- ukuchaza kabusha izinjongo okumele zifinyelelwe
Ukuhlaziya okuhle kuzokunikeza lonke ulwazi oludingayo ukuze wenze izinqumo futhi wenze. Kodwa uzodinga ukuqaphela ukuhlaziya kuphela ulwazi olufanele ngempela. Ugibe wukuchitha isikhathi sakho wenza ukuhlaziya ngaphandle kokuthatha izinqumo.
Ngikweluleka ukuthi ulandele ukuqeqeshwa kwe-Google uma ungasifundi sonke isihloko. Isixhumanisi singemva kwesihloko.
Ngaphambi kokuthi uqale ukuqoqa idatha, kufanele uzibuze imibuzo elandelayo.
Iyini inhloso yokuhlaziya futhi yini ofuna ukuyazi?
Ngenxa yokuthi idatha oyiqoqayo ibalulekile emizamweni yakho yokumaketha yamasu, kubalulekile ukukhomba amamethrikhi abalulekile empumelelweni yebhizinisi lakho kanye nemakethe yakho oyiqondisayo. Ngaphandle kwemigomo, ukuhlaziywa kokumaketha kuwuhlu lwezinombolo ezingasho lutho.
Lawa amanye amathuba anikezwa ukuhlaziya izenzo zakho zokumaketha:
- Lungiselela izindleko zokumaketha.
– Accounting for marketing izindleko.
- Khomba imigudu esebenzayo kanye nemisebenzi ethile yokumaketha.
- Ukuhlukaniswa okuningiliziwe kwezinsiza ngephrojekthi.
- Ukuhlonza izikhala kuqhinga lakho lokumaketha.
Ukuhlaziywa kokumaketha kufanele kunikeze isithombe esicacile nolwazi olungasetshenziswa ukuthuthukisa amasu akhona okuthengisa.
Setha isitolo se-inthanethi
Osomabhizinisi abaningi bafuna izindlela ezintsha zokwenza ibhizinisi online. Izitolo eziku-inthanethi zingafinyelela izinkulungwane zamakhasimende angaba khona.
Kufanele futhi kuqashelwe ukuthi ukuthuthukiswa kwamathuluzi aku-inthanethi kwenze ukuthi wonke umuntu akwazi ukudala isitolo esiku-inthanethi kalula. Kungakho izinkampani eziningi ziphupha ngokwandisa ukuthengisa kwazo nge-e-commerce. Kodwa ngemuva kwalesi siphetho sifihla elinye iqiniso: ukuncintisana okunamandla ku-inthanethi.
Uma ufuna ukuphumelela ku-e-commerce, nanka amanye amathiphu awusizo.
Awukwazi ukukwenza uwedwa.
Abantu abaningi baphupha ngokuba nesitolo sabo se-inthanethi (okungenani ekuqaleni), kodwa akudingekile ukuba kube njalo.
Iphupho lokwenza imali ngesitolo esiku-inthanethi ekhaya kanye nesitolo egaraji liyalinga, kepha kunzima kakhulu ukulenza libe ngokoqobo: ngo-2018, kunezitolo ze-inthanethi ze-182 eFrance futhi uma ufuna ukuphumelela, kudingeka ube namakhono ukuze ugqame nakakhulu.
Ngamanye amazwi, zama ukuzungeza abantu abangahambisana namakhono akho.
Ungakwazi futhi ukukhetha umhlinzeki omuhle onolwazi ezindaweni ezahlukene ezihlobene nephrojekthi yakho (ubuchwepheshe bezobuchwepheshe, ukumaketha, i-inthanethi, ukuthuthukiswa kwenjini yokusesha, ukuklama).
Qaphela ukuthengisa imikhiqizo okungekho muntu onentshisekelo kuyo
Uma iwebhusayithi ingahlangabezani nesidingo sangempela noma isidingo, amandla ayo okukhula aphansi. Abanye abantu basabonakala bengenangqondo futhi bachitha imali ewuhlanya ukuze bahlasele imakethe eyimfihlo.
Isayithi lakho lingase libe ne-niche, kodwa gwema ama-niches amancane kakhulu futhi asevele egcwele. Uma ungakwazi ukufinyelela inombolo enkulu yabathengi abangaba amakhasimende, ibhizinisi lakho ngeke libe nenzuzo.
Umqondo uhlukile uma usuvele unesitolo esiphathekayo. Kulokhu, izingozi ziphansi kakhulu.
Isakhiwo sakho sesayithi kufanele sikhange futhi sibe lula. Lokhu kusiza ukunikeza ulwazi oluhle lomsebenzisi oluzokhuthaza izivakashi ukuthi zihlale kusayithi.
Zonke lezi zeluleko zikhunjulwa ekuqeqeshweni kwe-Google, isixhumanisi esingatholakala ngemva kwesihloko. Uma uqeqeshwe kangcono, uzolahlekelwa yimali encane.
Isihloko esifakwe kumojula yesi-2 yoqeqesho: ukumaketha nge-imeyili
Incazelo yokuhlolwa kwe-A/B
Ukuhlolwa kwe-A/B kubandakanya ukuhlola izinguqulo ezimbili zomkhankaso ofanayo wokumaketha noma okuqukethwe kwewebhu kumasampuli amabili amakhasimende angaba khona. Umgomo uwukuthola ukuthi iyiphi kulezi zinguqulo ezimbili (A noma B) ehambisana kakhulu nezithameli eziqondiwe.
Okuqukethwe okuhlukile nefomethi yokuqukethwe kufanele kudalwe ukuze kuqhathaniswe.
Isibonelo, ukumaketha kwe-A/B kungasetshenziswa eziteshini ezihlukene zemidiya yedijithali.
- Ukukhangisa ezinkundleni zokuxhumana (isibonelo, ukukhangisa ku-Facebook naku-LinkedIn).
- Amafomu okubhalisa amasemina nama-webinars.
- Bizela amakhasi esenzo anamaphepha amhlophe alandekayo.
- Izincwajana zokukhangisa zokuqeqesha nokufunda kude.
- Izincazelo zomkhiqizo kumawebhusayithi abahlinzeki
– ukumaketha nge-imeyili.
Kungani ukuhlolwa kwe-A/B kubalulekile ekukhangiseni nge-imeyili?
Ukuhlolwa kwe-A/B kubalulekile ekuthuthukiseni amasu okuthengisa nge-imeyili kunoma iyiphi imboni, noma ngabe i-B2B, B2C, i-e-commerce, idizayini, i-IT, ukunakekelwa kwezempilo, noma izinsizakalo. kumabhizinisi.
Kuyasiza ukwazi ukuthi kungani umyalezo othile usebenza noma kungani ungasebenzi. Kungani ezinye izethameli zinezilinganiso eziphezulu zokuphendula kuma-imeyili athile namazinga aphansi okuzibandakanya?
Ukuthembela ekuqageleni kuyindlela embi: isu elingasebenzi. Ngisho nabakhangisi abanolwazi olunzulu badinga ukuhlola umthelela wemikhankaso ukuze baqiniseke ukuthi bayasebenza futhi balethe amakhasimende amaningi.
Kunezizathu eziningi zokwenza ukuhlolwa kwe-A/B:
- Qonda izinto eziheha amakhasimende.
- Khomba izinqubo ezingcono kakhulu zokubhala nokuthumela ama-imeyili kumaqembu athile amakhasimende.
- Nquma ukuthi imaphi ama-imeyili ozowathumela kuzithameli eziqondiwe.
- Yenza izinqumo ezinolwazi nezinjongo zokuqinisekisa ukuqhubeka kwebhizinisi.
- Lungiselela ukusebenza kahle kwemikhankaso yokumaketha nge-imeyili.
Liyini iphuzu lokubheja kumakethi wendawo?
Futhi, kukuthakasela kakhulu ukuthatha ukuqeqeshwa kwe-Google ngemva nje kwe-athikili. Lokhu kuzokuvumela ukuthi uqonde ngokushesha izinselelo zokumaketha kwendawo. Amabhizinisi afuna ukuphromotha amasevisi noma imikhiqizo yawo futhi adayise emakethe yendawo kufanele akhethe ukumaketha kwasendaweni. Lokhu kusebenza futhi nasemahhovisi amazinyo, amasaluni wobuhle, izitolo zegrosa, izitolo zezingubo, izitolo zefenisha, njll.
Lokhu kusebenza cishe kuzo zonke izimboni.
Isibonelo, imibuzo yosesho lwe-Google iya ngokuya iba mincane kakhulu futhi yenziwe yasendaweni, njengodokotela wamazinyo e-Paris, udokotela wamazinyo oseduze, isitolo samathoyizi esiseduze, njll.
Esinye isizathu ukuthi izinsiza zokumaketha zewebhu zendawo zishibhile kunezinsizakalo zezwe lonke noma izwekazi lonke.
Ukumaketha kukazwelonke kunzima ukukusebenzisa futhi akufanelekile kuwo wonke amabhizinisi. Ukukhangisa kwendawo kungakhuphula intshisekelo yamakhasimende kusevisi yakho futhi kukusize ukhulise imali yakho engenayo. Awudingi ukuqasha i-ejensi.
Ungalisebenzisa kanjani isu lendawo lokumaketha ku-inthanethi?
Ungakha futhi uphathe iphrofayela yebhizinisi lakho ku-Google.
Kulesi sibukezo sokumaketha kwedijithali kwasendaweni, akunakwenzeka ingasaphathwa eye-Google. Isiteshi esisebenza kahle nesilungele ukuphatha isithombe sakho sebhizinisi.
Uhlu lwe-Google amaphrofayela ebhizinisi endawo ku-Google abasebenzisi abangawasebenzisa mahhala futhi avele emiphumeleni yosesho ye-Google kanye naku-Google Amamephu.
Ungasebenzisa amagama angukhiye achaza igama lebhizinisi lakho, amasevisi, noma imikhiqizo, efana nomthengisi wezinhlanzi e-Marseille, ukwakha umkhiqizo wakho futhi ukwandise ukuthengisa kwakho.
Nazi izinzuzo eziphezulu ze-Google Sales Profiles zamabhizinisi endawo.
- Easy ukusebenzisa.
– Ukusetshenziswa kumahhala.
- Iwebhusayithi yebhizinisi lakho ivela emiphumeleni yosesho yasendaweni.
- Kuhlanganisa lonke ulwazi oluhlobene nebhizinisi lakho, njengemininingwane yokuxhumana, indawo, imikhiqizo, amasevisi, izincazelo kanye nokubuyekezwa.
Ukuphequlula kwasendaweni nakho kuyasiza ekuphatheni iphrofayela yebhizinisi lakho, ukuhlola ukubonakala, kanye nokuthola izibuyekezo. Ngokusungula iphrofayela engaguquki, ungakhuphula ukubonakala kwakho futhi uhehe amakhasimende amaningi isonto ngalinye.
Izibhengezo nokumaketha okuboniswayo: Imojula yokuqeqesha ye-Google 1
Ukukhangisa nge-Display kuyindlela endala kakhulu futhi esabalele yokukhangisa kwedijithali. Lena enye yezindlela zokukhangisa esizibona cishe yonke indawo.
Izibhengezo ziyifomu eliyinhloko. Ukumaketha kokubonisa kunikezwa amanethiwekhi ahlukene anjengeGoogle, Facebook, Instagram, TikTok noma Pinterest.
Uma ufuna ukufinyelela izithameli eziningi ngeziteshi eziku-inthanethi, kufanelekile ukwenza ukukhangisa okuboniswayo noma ukuhlela umkhankaso wokukhangisa. Lokhu kuvame ukuhambisana nokukhangisa kwenjini yokusesha.
Ngokungafani nokukhangisa kwenjini yokusesha, okusekelwe kumagama angukhiye atholakala ezinjinini zokusesha, bonisa ukukhangisa okuqondiswe kuzithameli ngokusekelwe kudatha yenhlalo yabantu.
Izinyathelo eziyisisekelo zokuqalisa isu eliphelele le-SEO.
Ucwaningo lwamagama angukhiye
Isinyathelo sokuqala ekusebenziseni isu elisebenzayo le-SEO ucwaningo lwamagama angukhiye. Lokhu empeleni kuyisisekelo se-SEO engcono. Okokuqala, udinga ukucwaninga iwebhusayithi yakho kahle futhi ukhombe izihloko ezifanele namathrendi. Bese ukukhethwa kwamagama angukhiye alungile kwenzeka.
Ngakho-ke kubalulekile ukwazi imikhuba, imvamisa yokusesha kanye nezinto ozithandayo izethameli zakho. Amagama angukhiye akhethiwe kufanele ahambisane namagama angukhiye asetshenziswa umsebenzisi. Uma ukwazi ukuhlonza lezi zimo, uzokwazi ukufinyelela izethameli ozihlosile futhi uziguqule zibe umkhondo.
Ungasebenzisa amathuluzi ahlukahlukene njenge-Google Ads Keyword Planner, i-Ubersuggest, i-Semrush ukuhlonza kangcono amagama angukhiye azothakazelisa izithameli zakho eziqondiwe. Lawa mathuluzi azokusiza ukuthi uthole amagama angukhiye angcono kakhulu akhiqiza ithrafikhi eningi.
Hlola isayithi lakho kanye ne-SEO yalo
Ukuhlolwa kokuthuthukisa injini yokusesha kuhlola izici zangaphakathi nezangaphandle zewebhusayithi yakho, kanye nezinga layo lobuchwepheshe. Ikakhulukazi, ihlola umehluko phakathi kokumaketha, okuqukethwe kanye namasu okumaketha kwedijithali.
Empeleni, yonke ingxenye yesayithi iyahlolwa ukuze kuqinisekiswe ukuthi yonke into isebenza kahle. Isibonelo, okuqukethwe kukhonjwe ngendlela efanele, izixhumanisi zangaphakathi ziyasebenza, ukubuyekezwa kuyikhwalithi, njll. Qiniseka ukuthi imethadatha nezincazelo zemetha zilungiselelwe wonke amakhasi.
Amathuluzi we-SEO wamahhala afana ne-ScreamingFrog angasetshenziswa ukuhlola izinqubo ze-SEO, isibonelo ukugwema okuqukethwe okuyimpinda, ama-URL ayimpinda, nolwazi olungabalulekile.
Ukwakhiwa kwama-backlinks
Ukwakhiwa kwesixhumanisi kungenye yezinjongo zokuthuthukisa injini yokusesha ngaphandle kwekhasi. Ngokuvamile kuhilela ukudala izixhumanisi zangaphakathi (ezibizwa ngokuthi ama-backlink) phakathi kwezinye izinsiza zewebhu namakhasi akho. Lapho uhlela ukwakha isixhumanisi, kufanele uqale ukhethe amagama angukhiye ofuna ukuwaphromotha. Bese wengeza izixhumanisi ezihambisana nokuqukethwe kwakho.
Izixhumanisi zekhwalithi kufanele zivele emithonjeni ethembekile futhi zihlobane nesihloko esifanayo nesayithi lakho. Isibonelo, ikhasi eligunyazwe kakhulu elinezixhumanisi ze-dofollow linomthelela omkhulu ezilinganisweni kunekhasi elinezixhumanisi ze-nofollow. Ngakho-ke kubalulekile ukwazi izindlela ezahlukene zokuthola izixhumanisi zangaphandle.
Ukugeleza komsebenzi okunconyiwe kokuthola ama-backlink.
Ukuze uthole izixhumanisi, udinga ukudala okuqukethwe okuyikhwalithi okulula ukukusabalalisa. Lokhu kusho ukudala okuqukethwe abanye abazofuna ukukusebenzisa njengomthombo othembekile wolwazi. Le ndlela ngokuvamile ithatha isikhathi esiningi nomzamo, kodwa iyona ethembeke kakhulu mayelana nezixhumanisi nezivakashi.
Ungakwazi futhi ukuhlanganyela namanye ama-blogger ukuze wakhe izixhumanisi futhi wabelane ngokuqukethwe. Lokhu kubizwa nge-geest blogging.
Dala okuqukethwe okusebenzayo nokulungiselelwe.
Okuqukethwe kwakho kungathuthukisa izinga lesayithi lakho kumagama akho angukhiye. Ungabuka okuthunyelwe kwebhulogi ngakunye njengethuba elisha. Ngakho, indatshana yakho ngayinye ingavela emiphumeleni yezinjini zokusesha. Uma ibhizinisi lakho lingakabi nayo ibhulogi, kufanele uliqale.
Ungasebenzisi amagama angukhiye amaningi kakhulu ekushicileleni kwakho: izinjini zokusesha zizokujezisa. Ungakwazi futhi ukudala izixhumanisi eziphumayo kwamanye amasayithi agunyaziwe ahlobene nesihloko sakho. Angavela njengombhalo wehange noma njengezinkinobho ngaphakathi kombhalo we-athikili.
Isu elihle lokuqukethwe alidingi ukuthi isayithi lakho ligxile ku-100% esihlokweni esisodwa. Kodwa-ke, isihloko kufanele sihambisane ne-niche yakho kanye nezethameli zakho ezihlosiwe. Lokhu kuthuthukisa isikhundla sakho seziphathimandla ku-algorithm ye-Google. Ngakho-ke kuyasiza ukudala izigaba zama-athikili ezizokusiza ukufeza izinhloso zakho.
Lungiselela ikhasi lakho ngalinye ngokulandelana kokubalulekile
Nquma ukuthi yimaphi amakhasi okudingeka uwathuthukise kuqala. Nawa amanye amathiphu okuthuthukisa isayithi lakho:
- Khetha amagama angukhiye ofuna ukuwakhuthaza emakhasini akho, buyekeza imethadatha ngamagama angukhiye afaneleka kakhulu futhi udale izixhumanisi ezikhangayo nezichazayo ukuze uhehe amakhasimende amaningi.
- Faka amagama angukhiye kokuqukethwe kwakho.
- Faka amagama angukhiye ezihlokweni ze-H1, H2 kanye ne-H3.
- Sebenzisa ama-alt tag ezithombeni
- Ukwakha izixhumanisi kokuqukethwe kwangaphakathi kusayithi lakho kuyingxenye ebalulekile yokuthuthukisa injini yokusesha. Izixhumanisi kwamanye amakhasi zingakha ukuzulazula okucacile kusayithi lakho. Iphinde ithuthukise ukwenziwa kwezinkomba zenjini yokusesha.
Gcina usesikhathini ngentuthuko yakamuva ye-SEO.
Izinjini zokusesha, njengokumaketha kwedijithali, zihlala zivela. Ngakho-ke kubalulekile ukulandela izitayela zakamuva zenjini yokusesha. Khumbula ukuthi kunemithombo eminingi yolwazi ku-inthanethi.
Hlola ukusebenza kwewebhusayithi yakho.
Kungakhathaliseki ukuthi singakanani isikhathi osichitha kukho, kubalulekile ukwazi ukuthi amasu we-SEO owasebenzisayo ayasebenza yini. Uma ufuna ukwazi ukusebenza ngempumelelo kwesu lakho le-SEO, udinga ukuqapha yonke inqubo. Lokhu ngeke kukusize nje ukuthi uthole izindawo ezingathuthukiswa, kodwa futhi kuzokuvulela amathuba amasha.
Ungakwazi ukulandelela ithrafikhi yezinto eziphilayo usebenzisa amathuluzi okuhlaziya iwebhu njenge-Google Analytics. Ungakwazi futhi ukudala amadeshibhodi ku-Excel noma ku-Google AmaSpredishithi. Izici ezilandelayo zibaluleke kakhulu:
- Ubude besikhathi sokuvakasha noma isikhathi esichithwa ekhasini ngalinye.
- Isilinganiso senani lokubukwa kwekhasi noma amakhasi avakashelwe ngesikhathi esithile.
– Isilinganiso senani lokubukwa kwekhasi noma ukulandwa esikhathini esithile.
- Izinga lokuguqulwa: iphesenti lezivakashi eziguqukayo.
