How SEO analyzes SEO data

Learning Points

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1: Find the problem. The premise of data analysis is to find problems. If you just blindly look for differences, it will be difficult to find the problems reflected in the data. For example, why does this page have a lot of visits, but another page that should have a lot of visits does not?

For example: Why do users not click on this column? Is it because the user is not interested in the content at all or is the name of the column ambiguous or is there a problem with column placement? You can ask various questions about the website and then analyze the data with the questions.

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2: Analyze pv, uv, ip, bounce rate and average access duration

PV, uv, ip are related to each other. pv is the number of pages of user traffic, uv is the number of visited users (that is, how many machines visit the website), uv is the real number of users, and ip is the number of IP segments visited.

(1) Usually uv is larger than ip. If uv is much smaller than ip, the website may be brushed or the content may be collected. PV is a multiple of UV. If the multiple of PV and UV is close to 1, it means that most users only browse one page and leave. In this case, the website bounce rate is also very high.

And pv: How much UV is appropriate? It depends on the average data in the same industry. For example, if Yangyang Bar is a forum, the ratio of pv:uv is close to 10:1, but if it is an enterprise website, it may be 3:1 or 4:1

(2) The higher the bounce rate, the poorer the quality of the website content. The reasonable value of the bounce rate is related to the industry. The bounce rate of websites such as community or communication, pictures, videos, novels, and jokes is relatively lower (the bounce rate of Yangyangba is below 40). . The sudden increase or decrease in the bounce rate is related to the recently updated content of the website or the adjustment of the bidding page. (For example: an entertainment post on the research center forum attracted a lot of traffic, and the bounce rate was very high). The way to reduce the bounce rate is to improve the content quality and layout the internal link system.

(3) The average visit duration also reflects the content quality of the website. The longer the duration, the higher the quality of the website content and the better the internal link system. Visit length, like bounce rate, is related to the industry and website type. The visit time for industries such as food, tourism, technology, pictures, novels, videos, and animation will be longer, while the visit time for enterprise product sites and service sites will be shorter.

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3: Analyze sources, regions and search engines

Understanding the source, region and search engine of website users can facilitate targeted optimization , and can save a lot of time in acquiring more accurate users.

(1) From the source analysis, you can evaluate the effect of external links and promotion, and you can choose promotion and external links with better results to save time.

(2) Regional analysis can help us make regional keywords. If most users are from the northern region, they can choose China Unicom when choosing a space. On the contrary, they can choose Telecom. Moreover, regional words can help websites obtain good rankings and obtain accurate users. Regional words are easier to rank than national words.

(3) Search engine analysis is used to understand users’ search habits. For example, a large group of users of Yangyang Bar come from 360 Search, because users who raise sheep know very little about computers, and 360 Guards is forced to install The 360 ??search just attracts this group of users, so Yangyang Bar should pay more attention to 360 optimization.

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4: Interviewed pages, landing pages and search terms

Analyzing the interviewed pages can reveal the effects of promotion, external links and internal links. Analyzing search terms can reveal the current content ranking effect. The combined analysis of the interviewed pages and search terms is the real effect of promotion, external links and internal link layout. The landing page is the page you enter when you first visit the website. It comes from external links, promotion and ranking entrances.

(1) The interviewed pages mainly come from external links, promotion links, ranking pages and internal link layouts. The higher the number of visited pages, the higher the number of impressions and the greater the probability of being seen by users.

(2) The landing page data purely reflects the effect of external links, promotional links and rankings. If there is no keyword ranking, the effect of promotion and external links can be directly evaluated.

(3) Search terms. For medium and large sites, many long-tail keywords have been ranked and SEO still doesn’t know. At this time, we can use the search terms to know which keywords have brought us traffic, as well as which pages are visited, and what is the bounce rate of the visited pages. This page should not be promoted to help it rank higher.

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5: Analyze the page click graph and the upstream and downstream of the page

The page click graph intuitively displays the user's clicking habits. The more users click, the more places they click. The color tends to be darker red, and the lighter areas are green. The upstream and downstream pages reflect the user's browsing trajectory from one page to another. The upstream and downstream pages can be analyzed using Google Analytics tools.

(1) Page click map, you can adjust the website home page layout according to the page click map. Darker content is placed closer to the upper left corner, and lighter color content is closer to the lower right corner. Content that receives few or no clicks can be removed from the homepage or placed on column pages.

(2) The upstream and downstream of the page reflect the trajectory of users browsing the web. From the upstream and downstream data, we can count which article the internal link users clicked the most on the layout, and which pages have the highest bounce rate. The upstream and downstream data on the page can best illustrate the effect of internal link layout.