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网站SEO必须学会掌握的十二个基本数据分析

发布时间:2022-04-06 18:28:44
浏览:361 作者:admin

一、网站每天的收录

很多人每天打开电脑之后首先第一件事情,查看自己网站收录情况,每天站内添加的文章、产品收录如何。以便对自己的网站有个详细的了解。记录这些数据有两个,一是记录网站当天的收录情况,而是记录数据后汇总到一张总表中,方便对以后网站的整体分析。我们还要有规律的时间段给查看,知道了网站的收录情况,就大概了解了搜索引擎的收录规律,这样我们就很好的判断出什么时间段更新站内文章更有效率了。


建议:


我们记录这些数据也是要分大型网站和小型网站,那么对小型网站我们只需要记录整天的数据就好了。大型网站建议把每个新闻页面,产品页面等都记录,这样更加详细准备些。使用方法建议用site命令就可以了。


二、网站外链数量增减趋势

内容为皇,外链为王,每个人对网站的外部链接很关心,外部链接会对整个网站排名和权重有着很大的影响,也是网站的核心部位,大家都很关心的。我们每天做过外链之后查看当天的收录,其实并不能拿当天的收录情况来说话,应该形成一个长期化查看。比如我们有时候会做一些论坛签名,博客,贴吧等。想看出来这些效果需要实事的查询外部链接数据,往后期工作看是否有效果。外链数量的增加或者减少对后期工作的开展都有很重要的指导意义。


外链就是指在别的网站导入自己网站的链接。导入链接对于网站优化来说是非常重要的一个过程。导入链接的质量(即导入链接所在页面的权重)间接影响了我们的网站在搜索引擎中的权重。外链是互联网的血液,是链接的一种。没有链接的话,信息就是孤立的,结果就是我们什么都看不到。一个网站是很难做到面面俱到的,因此需要链接到别的网站,将其他网站所能补充的信息吸收过来,连接外链不在于数量,而是在于链接外链的质量。外链的效果不只是为了提高网站的权重,也不仅仅是为了提高某个关键词的排名。一个高质量的外部链接是可以给网站带来很好的流量


建议:


大家不要太在意重视一些外链工具查询结果。外链对排名也有很大的作用。在分析的时候两者查询的结果都得看,可以借鉴参考分析。在做外链的时候有些博客和论坛禁止放链接,就不做了。我们放入网址也是有作用的。


三、观察网站流量和来访URL

每个网站的流量和来访URL都是很关键的两方面。很多人都会从这两方面着手去分析所做的工作效果,不仅仅是整个网站,还包括了产品页面,新闻页面以及其他页面所带来的流量,再看看分析这些流量页面的URL。看看什么关键词被搜索率最高,这些关键词还有没有派生的词,这些流量都是从哪里引到我们网站里来的,我们就可以完全根据这些做来出下一步的工作调整计划方案。


建议:


分析数据的时候一定要仔细,用心。例如找准带来流量的关键词,从各个角度出发,看看时间,关键词长度,检索量,排名,网站内容是否有高度的原创性,页面快照时间等等这些都可以。这样才能得到基本的规律性。


四、从网站日志看蜘蛛来访规律

通过网站日志可以清楚的得知用户在什么IP、什么时间、用什么操作系统、什么浏览器、什么分辨率显示器的情况下访问了你网站的哪个页面,是否访问成功。网站日志是搜索引擎来访问我们网站留下最有价值的财富。我们可以从中发现出很多有价值的信息,通过这些信息总结和分析,就可以轻松分析出问题的根源。


建议:


从网站日志我们可以看出很多问题的根源,例如有的网站在抓取排名前十的页面和目录都是CSS所在的根目录,或者是新闻页面,产品页面,购物车页面等等。这些从网站日志中看到后,还可以使用robots进行禁止。至于方法,网站日志一般存放在虚拟主机的logfiles文件夹下,可以通过FTP工具将网站日志下载下来,下载下来的为log格式的文档,可通过txt文档方式查看。


五、网站权重得分(Authority Score)

这个数据可以通过第三方的工具比如Semrush, Aherfs等进行查询。普遍认为权重得分越高网站的排名越好,因此,我们可以通过权重得分来了解企业与同行之间的差距,以及我们可以努力的方向。


六、自然关键词数

了解企业与竞争对手的自然关键词数,从而判断出他们在SEO方面的投放,自然关键词数越多,说明网站自身的着陆页越多越丰富,以及对应获得关键词排名的机会就越多,从而给网站带来的流量就越高。


七、网页分析

通过竞争对手的网页分析,收集竞争对手网站流量以及排名较好的网页,从而了解哪些信息可能是用户最想看到的,以及通过这些网页的页面内容分析,可以看出我们是否有机会能够做得更好。


八、品牌流量

一方面,通过第三方数据了解竞争对手通过品牌相关关键词获得的流量占比情况,从而了解其在品牌建设方面的投入;另一方面,通过查询品牌相关词的月均搜索量,从而了解品牌的市场占有情况。通过企业与竞争对手这两个方面的对比,了解企业在互联网的品牌知名度情况,从而制定相关的策略来提升品牌流量。根据引擎力针对不同网站的流量数据分析,得出结论:一个成熟的外贸独立站流量来源,约40%来自直接流量,约40%来自自然搜索流量,约10%来自付费流量,其他来自社交流量和第三方平台等。这个数据仅供大家参考,因为随着互联网的发展,以及社交媒体和其他新兴媒体的流行,这个数据会有所变化。


九、 流量来源

流量来源,以谷歌数据统计工具GA作为参考,通常一个网站的流量来源有以下几种:


(1) 自然流量:即通过自然关键词搜索获得的流量


(2) 直接流量:即通过输入网址直接访问的流量


(3) 展示流量:指通过展示广告获得的流量


(4) 付费流量:指通过竞价推广付费获得的流量


(5) 第三方流量:指除了搜索引擎以外的其他搜索渠道或者网站资源带来的流量


(6) 社交流量:指通过社交媒体渠道获得的流量


(7) 其他流量:除以上渠道以外的其他流量,比如第三方的广告工具带来的流量等


通过对企业与竞争对手网站的流量分析,我们可以更全面的了解流量获取的渠道,以及对应渠道获得的流量情况,从而合理分配资源。


十、网站流量基础

1.浏览量(PV)


定义:页面浏览量即为PV(PageView),用户每打开一个页面就被记录1次。


技术说明:一个PV即电脑从网站下载一个页面的一次请求。当页面上的JS文件加载后,统计系统才会统计到这个页面的浏览行为,有如下情况需注意:


1.用户多次打开同一页面,浏览量值累计。


2.如果客户端已经有该缓冲的文档,甚至无论是不是真的有这个页面(比如JavaScript生成的一些脚本功能),都可能记录为一个PV。但是如果利用网站后台日志进行分析,因为缓存页面可能直接显示而不经过服务器请求,那么不会记录为一个PV。


涵义:PV越多越说明该页面被浏览的越多。PV之于网站,就像收视率之于电视,已成为评估网站表现的基本尺度。


2.访问次数


定义:访问次数即Visit,访客在网站上的会话(Session)次数,一次会话过程中可能浏览多个页面。


技术说明:如果访客连续30分钟内没有重新打开和刷新网站的网页,或者访客关闭了浏览器,则当访客下次访问您的网站时,访问次数加1。反之,访客离开后半小时内再返回,则算同一个访次,以上对访客的判断均以Cookie为准。


涵义:页面浏览量(PV)是以页面角度衡量加载次数的统计指标,而访问次数(Visit)则是访客角度衡量访问的分析指标。如果网站的用户黏性足够好,同一用户一天中多次登录网站,那么访问次数就会明显大于访客数。


3.访客数(UV)


定义:访客数(UV)即唯一访客数,一天之内网站的独立访客数(以Cookie为依据),一天内同一访客多次访问网站只计算1个访客。


技术说明:当客户端第一次访问某个网站服务器的时候,网站服务器会给这个客户端的电脑发一个Cookie,记录访问服务器的信息。当下一次再访问服务器的时候,服务器就可以直接找到上一次它放进去的这个Cookie,如果一段时间内,服务器发现两个访次对应的Cookie编号一样,那么这些访次一定就是来自一个UV了。


涵义:唯一访客数(UV)是访客维度看访客到达网站的数量。


4.新访客数


定义:一天的独立访客中,历史第一次访问网站的访客数。


涵义:新访客数可以衡量营销活动开发新用户的效果。


5.新访客比率


定义:新访客比率=新访客数/访客数。即一天中新访客数占总访客数的比例。


涵义:整体访客数不断增加,并且其中的新访客比例较高,能表现网站运营在不断进步。就像人体的血液循环一样,有新鲜的血液不断补充进来,充满活力。


6.IP数


定义:一天之内,访问网站的不同独立IP个数加和。其中同一IP无论访问了几个页面,独立IP数均为1。


涵义:从IP数的角度衡量网站的流量。


十一、流量质量指标

1.跳出率


定义:只浏览了一个页面便离开了网站的访问次数占总的访问次数的百分比,即只浏览了一个页面的访问次数/全部的访问次数汇总。


涵义:跳出率是非常重要的访客黏性指标,它显示了访客对网站的兴趣程度:跳出率越低说明流量质量越好,访客对网站的内容越感兴趣,这些访客越可能是网站的有效用户、忠实用户。该指标也可以衡量网络营销的效果,指出有多少访客被网络营销吸引到宣传产品页或网站上之后,又流失掉了,可以说就是煮熟的鸭子飞了。比如,网站在某媒体上打广告推广,分析从这个推广来源进入的访客指标,其跳出率可以反映出选择这个媒体是否合适,广告语的撰写是否优秀,以及网站入口页的设计是否用户体验良好。


2.平均访问时长


定义:平均每次访问在网站上的停留时长,即平均访问时长等于总访问时长与访问次数的比值。


涵义:平均访问时间越长则说明访客停留在网页上的时间越长:如果用户对网站的内容不感兴趣,则会较快关闭网页,那么平均访问时长就短;如果用户对网站的内容很感兴趣,在网站停留了很长时间,平均访问时长就长。


3.平均访问页数


定义:平均每次访问浏览的页面数量,平均访问页数=浏览量/访问次数。


涵义:平均访问页数多说明访客对网站兴趣越大。而浏览信息多也使得访客对网站更加了解,这对网站市场信息的传递,品牌印象的生成,以至于将来的销售促进都是有好处的。一般来说,会将平均访问页数和平均访问时长这两个指标放在一起分析,进而衡量网站的用户体验情况。


十二、流量转化指标

1.转化次数


定义:访客到达转化目标页面,或完成网站运营者期望其完成动作的次数。


涵义:转化就是访客做了任意一项网站管理者希望访客做的事。与网站运营者期望达到的推广目的和效果有关。


2.转化率


定义:转化率=转化次数/访问次数。


涵义:转化率即访问转化的效率,数值越高说明越多的访次完成了网站运营者希望访客进行的操作。



英文对照翻译



Twelve basic data analysis that website SEO must learn to master

1、 Daily collection of websites

After many people turn on their computers every day, the first thing is to check the collection of their websites and the collection of articles and products added in the station every day. In order to have a detailed understanding of their own website. There are two ways to record these data. One is to record the collection of the website on that day, but to summarize the recorded data into a general table to facilitate the overall analysis of the website in the future. We should also have regular time periods to check. When we know the collection of the website, we will probably understand the collection law of the search engine, so that we can well judge what time period to update the articles in the station is more efficient.

Recommendations:

We also need to record these data into large websites and small websites. For small websites, we only need to record the data of the whole day. For large websites, it is recommended to record every news page and product page, so as to prepare in more detail. It is recommended to use the site command.

2、 Increasing and decreasing trend of the number of external links of the website

The content is the emperor and the external chain is the king. Everyone is very concerned about the external links of the website. The external links will have a great impact on the ranking and weight of the whole website. They are also the core part of the website, which everyone is very concerned about. We check the collection of the day after doing the external chain every day. In fact, we can't talk about the collection of the day. We should form a long-term view. For example, we sometimes do some forum signatures, blogs, post bars and so on. If you want to see these effects, you need to query the external link data in a practical way, and see if there is any effect in the future work. The increase or decrease of the number of external chains has very important guiding significance for the later work.

External chain refers to the link of importing your own website in other websites. Importing links is a very important process for website optimization. The quality of the import link (that is, the weight of the page where the import link is located) indirectly affects the weight of our website in the search engine. The external chain is the blood of the Internet and a kind of link. If there is no link, the information is isolated, and the result is that we can't see anything. It is difficult for a website to be comprehensive, so it needs to link to other websites and absorb the information that can be supplemented by other websites. Connecting the external chain is not the quantity, but the quality of the external chain. The effect of the external chain is not only to improve the weight of the website, but also to improve the ranking of a keyword. A high-quality external link can bring good traffic to the website

Recommendations:

Don't pay too much attention to the query results of some external chain tools. The external chain also plays a great role in ranking. When analyzing, the results of both queries must be seen, which can be used for reference analysis. When doing the external chain, some blogs and forums prohibit links, so they don't do it. We put in the website also has a role.

3、 Observe website traffic and visiting URL

The traffic and visiting URL of each website are two key aspects. Many people will analyze the work effect from these two aspects, not only the whole website, but also the traffic brought by product pages, news pages and other pages, and then look at the URL of these traffic pages. See what keywords have the highest search rate, whether these keywords have derived words, and where these traffic is led to our website, so we can make the next work adjustment plan completely according to these.

Recommendations:

When analyzing data, we must be careful and attentive. For example, find the keywords that bring traffic. From all angles, look at the time, keyword length, search volume, ranking, whether the website content is highly original, page snapshot time and so on. Only in this way can we get the basic regularity.

4、 Viewing the visiting rules of spiders from website logs

Through the website log, you can clearly know which page of your website the user visited under the circumstances of what IP, when, operating system, browser and resolution display, and whether the visit was successful. Website log is a search engine to visit our website and leave the most valuable wealth. We can find a lot of valuable information from it. Through the summary and analysis of these information, we can easily analyze the root cause of the problem.

Recommendations:

From the website log, we can see the root causes of many problems. For example, some websites crawl the top 10 pages and directories, which are the root directory of CSS, or news pages, product pages, shopping cart pages, etc. After these are seen in the website log, robots can also be used to prohibit them. As for the method, the website log is generally stored in the logfiles folder of the virtual host. The website log can be downloaded through FTP tool. The downloaded document in log format can be viewed through TXT document.

5、 Website authority score

This data can be queried through third-party tools such as semrush and aherfs. It is generally believed that the higher the weight score, the better the ranking of the website. Therefore, we can understand the gap between enterprises and peers and the direction we can strive for through the weight score.

6、 Number of natural key words

Understand the number of natural key words of enterprises and competitors, so as to judge their investment in SEO. The more natural key words, the richer the landing pages of the website itself, and the more opportunities to obtain keyword ranking, so as to bring higher traffic to the website.

7、 Web page analysis

Through the analysis of competitors' web pages, collect the traffic of competitors' websites and web pages with better ranking, so as to understand what information users may most want to see, and through the analysis of the page content of these web pages, we can see whether we have the opportunity to do better.

8、 Brand flow

On the one hand, through third-party data, we can understand the proportion of traffic obtained by competitors through brand related keywords, so as to understand their investment in brand construction; On the other hand, by querying the average monthly search volume of brand related words, we can understand the market share of the brand. Through the comparison between enterprises and competitors, we can understand the brand awareness of enterprises on the Internet, so as to formulate relevant strategies to improve brand traffic. According to the analysis of traffic data of different websites by engine power, it is concluded that about 40% of the traffic of a mature independent foreign trade station comes from direct traffic, about 40% from natural search traffic, about 10% from paid traffic, and others from social traffic and third-party platforms. This data is for your reference only, because it will change with the development of the Internet and the popularity of social media and other emerging media.

9、 Flow source

Traffic sources: take Google data statistics tool GA as a reference. Generally, the traffic sources of a website are as follows:

(1) Natural flow: the flow obtained through natural keyword search

(2) Direct traffic: that is, the traffic directly accessed by entering the website

(3) Display traffic: refers to the traffic obtained through display advertising

(4) Paid traffic: refers to the traffic obtained through bidding promotion and payment

(5) Third party traffic: refers to the traffic brought by other search channels or website resources other than search engines

(6) Social traffic: refers to the traffic obtained through social media channels

(7) Other traffic: traffic other than the above channels, such as traffic brought by third-party advertising tools

Through the traffic analysis of the websites of enterprises and competitors, we can have a more comprehensive understanding of the channels of traffic acquisition and the traffic obtained by the corresponding channels, so as to allocate resources reasonably.

10、 Website traffic basis

1. Page views (PV)

Definition: page views are PV (pageview), and users are recorded once every time they open a page.

Technical note: a PV is a request for the computer to download a page from the website. When the JS file on the page is loaded, the statistical system will count the browsing behavior of this page. Note the following situations:

1. When the user opens the same page multiple times, the browsing value is accumulated.

2. If the client already has the buffered document, even whether it really has this page (such as some script functions generated by JavaScript), it may be recorded as a PV. However, if the website background log is used for analysis, because the cached page may be displayed directly without the request of the server, it will not be recorded as a PV.

Meaning: the more PV, the more the page is viewed. PV is to websites what ratings are to television. It has become the basic measure to evaluate the performance of websites.

2. Number of visits

Definition: the number of visits refers to the number of sessions of visitors on the website. Multiple pages may be viewed during a session.

Technical note: if the visitor does not reopen and refresh the web page of the website within 30 consecutive minutes, or the visitor closes the browser, the number of visits will be increased by 1 when the visitor visits your website next time. Conversely, if the visitor returns within half an hour after leaving, it will be counted as the same visit. The above judgment of the visitor shall be subject to the cookie.

Meaning: page views (PV) is a statistical indicator to measure the number of loads from the perspective of pages, while visits (visit) is an analytical indicator to measure visits from the perspective of visitors. If the user stickiness of the website is good enough and the same user logs in to the website many times a day, the number of visits will be significantly greater than the number of visitors.

3. Number of visitors (UV)

Definition: the number of visitors (UV) is the number of unique visitors. The number of independent visitors to the website within a day (based on cookies). Only one visitor is counted when the same visitor visits the website multiple times in a day.

Technical note: when the client accesses a website server for the first time, the website server will send a cookie to the client's computer to record the information of accessing the server. The next time you visit the server, the server can directly find the cookie it put in the last time. If the server finds that the cookie numbers corresponding to the two visits are the same over a period of time, then these visits must come from a UV.

Meaning: unique visitors (UV) is the number of visitors arriving at the website in the visitor dimension.

4. Number of new visitors

Definition: the number of unique visitors in a day who visit the website for the first time in history.

Meaning: the number of new visitors can measure the effect of marketing activities to develop new users.

5. New visitor ratio

Definition: new visitor ratio = number of new visitors / number of visitors. That is, the proportion of new visitors to the total number of visitors in a day.

Meaning: the overall number of visitors is increasing, and the proportion of new visitors is high, which can show the continuous progress of website operation. Just like the blood circulation of the human body, fresh blood is constantly replenished and full of vitality.

6. IP number

Definition: the sum of the number of different independent IPS accessing the website in a day. No matter how many pages the same IP accesses, the number of independent IPS is 1.

Meaning: measure website traffic from the perspective of IP number.

11、 Flow quality index

1. Jump out rate

Definition: the percentage of visits that leave the website after browsing only one page in the total visits, that is, the visits that browse only one page / the summary of all visits.

Meaning: jump out rate is a very important index of visitor stickiness, which shows the degree of interest of visitors to the website: the lower the jump out rate, the better the traffic quality, the more interested the visitors are in the content of the website, and the more likely these visitors are to be effective and loyal users of the website. This indicator can also measure the effect of online marketing and point out how many visitors are attracted to the promotional product page or website by online marketing and then lost, which can be said to be the cooked duck flying. For example, if a website advertises and promotes on a certain media and analyzes the visitor indicators entering from this promotion source, its jump out rate can reflect whether it is appropriate to choose this media, whether the writing of advertising language is excellent, and whether the design of the website entrance page has a good user experience.

2. Average visit duration

Definition: the average length of stay on the website for each visit, that is, the average length of visit is equal to the ratio of the total length of visit to the number of visits.

Meaning: the longer the average visit time, the longer the visitors stay on the web page: if users are not interested in the content of the website, they will close the web page faster, and the average visit time is shorter; If users are very interested in the content of the website and stay on the website for a long time, the average visit time is long.

3. Average number of pages visited

Definition: average number of pages visited per visit. Average number of pages visited = number of views / visits.

Meaning: the average number of pages visited is more, indicating that visitors are more interested in the website. More browsing information also makes visitors know more about the website, which is good for the transmission of website market information, the generation of brand impression, and even future sales promotion. Generally speaking, the average number of pages visited and the average length of time visited are analyzed together to measure the user experience of the website.

12、 Flow conversion index

1. Conversion times

Definition: the number of times visitors arrive at the conversion target page or complete the action expected by the website operator.

Meaning: transformation is that visitors do whatever website managers want visitors to do. It is related to the promotion purpose and effect expected by website operators.

2. Conversion rate

Definition: conversion rate = conversion times / access times.

Meaning: the conversion rate is the efficiency of access conversion. The higher the value, the more visits completed the operations that the website operator wants visitors to carry out.

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