Amaqhinga abandakanya ukuthengisa i-funnel epheleleyo kunye nokuthengisa i-omnichannel kunokubhida. Amanqaku amaninzi ngesihloko axoxa ngee-KPIs ezinzima kunye nokulandela iinjongo. Esi sikhokelo sigcina silula.
Kunokuba likunike iinkcukacha ezingeyomfuneko, eli nqaku lijolise ekukufundiseni ukuba ungakha njani isicwangciso esilula nesisebenzayo sokuthengisa ifanitshala egcweleyo ukuze ukwazi ukujolisa abathengi kuwo onke amanqanaba ohambo lwakho lwabathengi.
Ndiza kukunika imizekelo yelizwe lokwenyani ukukunceda uqonde kwaye ulandele.
Isiqulatho
Yintoni ukuthengisa okugcweleyo?
Kutheni le nto intengiso epheleleyo ibalulekile?
Indlela yokwenza isicwangciso sokuthengisa esipheleleyo esiguqukayo
Iingcamango zokugqibela
Yintoni ukuthengisa okugcweleyo?
Intengiso egcweleyo ithetha ukuyila umxholo okhethekileyo kwicandelo ngalinye le yokuthengisa: umphezulu wefunnel, umbindi wefunnel, kunye nomzantsi wefunnel.
Umxholo wenxalenye nganye yefunnel unenjongo eyahlukileyo kunye nabaphulaphuli abahlukeneyo, njengoko kubonisiwe kumzobo ongezantsi:
Makhe sichaze oku ngakumbi, ngemizekelo:
Phezulu kwefaneli (TOFU)
Intengiso ye-top-of-the-funnel ijolise kubathengi abanokuthi bangazi nophawu lwakho/imveliso okanye ingxaki onokuthi ubancede bayilungise.
Abona baphulaphuli baninzi badla ngokuwela phantsi kwe-TOFU kuba abantu abakwesi sigaba abanalo ulwazi olukhethekileyo njengabo bathe qelele kwifunnel-yiyo loo nto ikwayeyona nxalenye inkulu yefunnel.
Umzekelo, sabhala isikhokelo sokuphendula umbuzo, "Yintoni i-SEO?"
Umntu okhangela loo mbuzo kuGoogle mhlawumbi akayazi ukuba yintoni na okanye ii-Ahrefs nokuba zikhona—singasathethi ke ngokuqonda ukuba kutheni isoftware yethu ibalulekile. Lo ngumxholo we-TOFU.
Umbindi wefunnel (MOFU)
Ukuthengisa okuphakathi kwe-funnel kujoliswe kubantu abaziyo ukuba banengxaki kodwa abakazi ukuba sithini isisombululo. Ifunnel iqala ukuba ncinci kweli nqanaba.
Isikhokelo sethu kuphando lwegama elingundoqo ngumzekelo omhle wentengiso ye-MOFU.
Umntu okhangela "uphando lwegama elingundoqo" mhlawumbi uyayiqonda i-SEO esisiseko kodwa unokwazi okanye angazi ukuba i-Ahrefs ikhona ukubanceda ngayo. Basondele ekubeni ngabathengi kunomntu okhangela ulwazi lwabaqalayo kodwa basenokungakulungeli ukutsala inqaku okwangoku.
Ezantsi kwefani (BOFU)
Ukuthengisa okuphantsi kwe-funnel kujoliswe kubantu abayaziyo ukuba yintoni ingxaki yabo kwaye baqwalasela iimveliso okanye iinkonzo zakho ukuyisombulula. Le yeyona ndawo incinci, eyona nxalenye ijoliswe kuyo yefaneli.
Umzekelo omkhulu womxholo we-BOFU ngu ukuthelekisa kwethu Ahrefs vs. SEMrush.
Umntu okhangela “ahrefs vs semrush” kusenokwenzeka ukuba ukulungele ukuthenga kodwa akaqinisekanga ukuba yeyiphi imveliso amakahambe nayo. Iphepha lethu lokuthelekisa linceda ukubakhokela ekwenzeni isigqibo sokuthenga sokugqibela.
KUKHONA UMXHOLO OGCWELEYO...
Kuyenzeka ukuba uthathe umntu yonke ifaneli kwisiqwenga esinye somxholo.
Umzekelo, yethu "Yintoni i-SEO?" isikhokelo sithatha umntu ekubeni engazi ukuba yintoni i-SEO, ukuqonda ukuba kutheni inokusombulula ingxaki yabo, ukwazi ukuba i-Ahrefs inokunceda njani.
Wajonge amathuba anje ukuze ukwandise ukuthengisa ngomzamo omncinci.
Kutheni le nto intengiso epheleleyo ibalulekile?
Kubalulekile ukwenza umxholo okanye imidiya yazo zonke izigaba zefunnel. Ukuba awenzi njalo, uya kuphoswa ngabathengi abaninzi abanokubakho.
Uninzi lweenkampani zijolise kuphela kwintengiso ye-BOFU, eya kuhlala inezinga eliphezulu lokuguqulwa. Nangona kunjalo, ikwalelona nqanaba libiza kakhulu kwaye likhuphisana lefunnel.
Kubandakanya iinzame zentengiso ye-TOFU kunye ne-MOFU yandisa iphuli yakho yabathengi abanokubakho kunye nembewu yezityalo ukuze ukhule kwixesha elizayo.
Enyanisweni, a Uhlalutyo lwemeta lwe-Nielsen lwamaphulo e-CPG ifumene ukuba izicwangciso zokuthengisa ezipheleleyo zifumana i-45% ephezulu ye-ROI kunye ne-7% yokwanda kweentengiso ezingaxhunyiwe kwi-intanethi xa kuthelekiswa nemikhankaso ye-funnel eyodwa.
Indlela yokwenza isicwangciso sokuthengisa esipheleleyo esiguqukayo
Unokwenza isicwangciso sokuthengisa esisebenzayo esipheleleyo ngamanyathelo amahlanu:
- Ukwenza imephu uhambo lomthengi wakho
- Ukukhetha ijelo lakho lokuthengisa
- Ukuseta ii-KPIs zakho
- Ukwenza umxholo
- Ukulandelela ukusebenza kunye nokulungiswa ngokusekelwe kwidatha
Inyathelo 1. Imephu uhambo lomthengi wakho
Ngaphambi kwayo nantoni na, kuya kufuneka uchithe ixesha elithile uqonda ukuba abathengi bakho bahamba njani ekungazini igama lakho ukuya ekuthengeni-oko kukuthi, uhambo lomthengi.
Uhambo lomthengi lwahlulahlulwe lwazizigaba ezithathu:
- Ukwazisa
- Ukuqwalasela
- isigqibo
Nanku umzekelo wohambo lomthengi kumthengi omtsha we-Ahrefs:
Umthengi wethu unokuqala ngokujonga iindlela zokufumana i-traffic eninzi-ngaphandle kolwazi lwe-SEO okanye i-Ahrefs. Ukusuka apho, unokugqiba ekubeni alandele i-SEO, aqonde ukuba ufuna izixhobo, kwaye aqale ukuphanda into ekhoyo. Ekugqibeleni, unokugqiba ukuthenga umrhumo we-Ahrefs.
Ukutyhila uhambo lomthengi olusebenzayo kwishishini lakho, zibeke kwizihlangu zabathengi.
Ngoobani abathengi bakho? Ziziphi iingxaki abanazo onokuzicombulula? Basifumana njani isicombululo sezi ngxaki? Unokwenza njani umxholo ukuba ube yinxalenye yolu hambo?
Ewe kunjalo, uhambo lomntu wonke lwahlukile kwaye konke onokukwenza apha kukuzama ukuqonda ukuba abathengi abanokuba ngabanakho ukwenza njani izigqibo, emva koko usebenzise umxholo/imidiya ukubakhokela.
Inyathelo 2. Khetha umjelo wakho wokuthengisa
Ukuzama ukwenza isicwangciso sokuthengisa esigcweleyo samajelo amaninzi ngaxeshanye yindlela eqinisekileyo yokubulala isicwangciso sakho ngaphambi kokuba sihambe.
Endaweni yoko, kungcono ukhethe itshaneli enye ekuqaleni kwaye uphuhlise, uphumeze, kwaye ulandelele ukusebenza kwayo de udale inkqubo esebenzayo-emva koko uye kwenye.
Unokukhetha kuyo nayiphi na iqonga leendaba zoluntu, intengiso ehlawulwayo, kunye amanye amajelo okuthengisa amaninzi. Nangona kunjalo, e-Ahrefs, sigxile kukhangelo lwe-organic ngokwenza i-SEO.
I-SEO ilungile kwintengiso ye-funnel epheleleyo kuba unokujolisa amagama angundoqo kuyo yonke i-funnel, uwabeke kukhangelo lukaGoogle, kwaye ufumane itrafikhi engaguqukiyo inyanga nenyanga.
Umzekelo, isiqwenga sethu indlela yokufumana i-traffic yewebhusayithi eninzi (Umxholo we-TOFU) ufumana utyelelo oluqikelelweyo lwe-1K–2K ngenyanga, ngokutsho kwe-Ahrefs:
yethu uluhlu lwezixhobo ze-SEO zasimahla (Umxholo we-MOFU) ufumana utyelelo oluqikelelweyo lwe-36K:
Kwaye nkqu yethu Ahrefs vs. SEMrush vs. Moz uthelekiso (Umxholo we-BOFU) ufumana utyelelo oluqikelelweyo lwe-1.2K:
Kusenokwenzeka ukuba ngokwenza umxholo walo lonke inqanaba lefunnel, unokufumana iziphumo ezidityanisiweyo kuba I-algorithm yokukhangela kaGoogle ikhathalele igunya lezihloko. Ngamanye amazwi, ukuba ugubungela zonke izihloko ezijolise kumagama angundoqo kuyo yonke i-funnel-kungekhona nje amagama angundoqo e-BOFU-amanqanaba akho onke anokuphucula.
Ngethemba, kucacile ukubona isizathu sokuba sigxile kakhulu kweli jelo.
Ukuba i-SEO ivakala ilungile kwishishini lakho, jonga Isikhokelo sethu esipheleleyo sesicwangciso somxholo we-SEO.
Inyathelo 3. Khetha ii-KPIs zakho
Apha kulapho ezinye izikhokelo zinokuntsonkotha. Kodwa ungakhathazeki, ndiza kuyigcina ilula kakhulu.
Iimpawu eziphambili zokusebenza (KPIs) Zimetrics onokuthi uzilandele ukugcina iithebhu malunga nokuba (okanye kakubi) ukuthengisa kwakho kuqhuba njani ukuze ukwazi ukulungelelanisa isicwangciso sakho ngokufanelekileyo.
Ii-KPI zinokuba nantoni na: i-traffic website, ukuguqulwa kwenjongo kunye neempawu, ixesha kwiphepha, izinga lokunyuka, njl.
Kodwa ndincoma ukuba uqale nge-KPI enye: i-traffic.
I-Traffic kumxholo wakho yenye yezona zibonakaliso zilula kwaye zinamandla zendlela imizamo yakho yokuthengisa eqhuba ngayo. Ngokuqhelekileyo, i-traffic eninzi = intengiso eninzi.
Ngoku, awufuni nje itrafikhi ngenxa yetrafikhi. Kodwa ukuba ujolise kumagama angundoqo afanelekileyo kwaye udala umxholo ojikeleze ifanitshala yakho yokuthengisa, ukugcwala kuloo maphepha luphawu oluhle lokuba iinzame zakho ziyasebenza.
Yintoni efanelekileyo njengempumelelo apha iyahluka ngokuxhomekeke kwi-niche yakho. Ezinye i-niches zinomthamo ophantsi kunye nokhuphiswano lwe-hyper, ngelixa ezinye zinamagama amaninzi angundoqo. Into ebalulekileyo kukubona amanani akho etrafikhi enyuka ngokuhamba kwexesha.
Uyakwazi ukulandelela itrafikhi usebenzisa google Analytics kwaye Ikhonsoli ye Khangela yeGoogle. Ukuba usebenzisa i-GA4, yiya ku Uthethathethwano > Isishwankathelo kwaye uskrolele ezantsi ukuze ubone iimbono zakho.
Enye i-KPI eqinileyo ehamba kunye ne-traffic-ukuba usebenzisa i-SEO njengesicwangciso-ligama elingundoqo. Okukhona ubeka phezulu igama elingundoqo elinikiweyo, kokukhona uya kufumana i-traffic eninzi.
Ngokwam, ndijonga ii-Ahrefs kanye ngeveki ukuze ndibone ukuba ziqhuba njani iiwebhusayithi zam. Bendikwishishini iminyaka engaphezu kwe-10, kwaye i-traffic yewebhusayithi iyonke kunye nenqanaba lamagama angundoqo zisezii-KPIs zam eziphambili (kunye nengeniso yonke) ukufumanisa ukuba imizamo yam iyasebenza okanye hayi.
Ndiza kuthetha ngenkqubo yam yokulandelela kwinyathelo #5. Okwangoku, lixesha lokukhulula imikhono yethu.
Inyathelo 4. Yenza umxholo
Ngoku ekubeni unesicwangciso sakho endaweni kwaye uyazi ukuba zeziphi ii-KPIs zakho, lixesha lokuba uqalise ukwenza umxholo wakho.
Uhlobo luni lomxholo owenzayo kuxhomekeke kwi-niche yakho kunye nesiteshi sokuthengisa. Andikwazi ukubagubungela bonke kweli nqaku. Ke endaweni yoko, ndiza kucinga ukuba uhamba nengcebiso yam ekusebenziseni i-SEO njengejelo lakho eliphambili letrafikhi.
Inyathelo lokuqala ekudaleni isicwangciso esipheleleyo se-SEO se-funnel yewebhusayithi yakho yophando ngegama elingundoqo.
Le yinkqubo yokufumanisa ukuba ngawaphi amagama angundoqo abathengi abanokuthi bawakhangele kuGoogle kwinqanaba ngalinye le-funnel. Eyona ndlela ilula yokwenza oku kukuplaga igama elingundoqo lembewu kwi-Ahrefs' Amagama aphambili uMhloli kunye nokucoca iziphumo ukuze zilungele iimfuno zakho.
Ngokomzekelo, kwinqanaba lokwazisa / i-TOFU yohambo lomthengi we-Billy Blogger, ndiza kuqala ngegama elingundoqo lembewu njenge "traffic website" kwaye ujonge iingcamango zegama elingundoqo.
Kwangoko, ndibona amanqaku amabini anokubakho kwezi mbono:
- Uyijonga njani itrafikhi yewebhusayithi yakho
- Uqhuba njani itrafikhi kwiwebhusayithi yakho
Ndiyakwazi ukuphinda oku ngamagama angundoqo ahlukeneyo embewu kwinqanaba ngalinye lefanitshala ukufumana izimvo ezininzi.
Kwinqanaba le-MOFU, ndinokukhangela "seo" njengegama elingundoqo lembewu. Oku kundinika amagama angundoqo afana ne "yintoni i-seo," "indlela yokwenza i-seo," "izenzo ezilungileyo ze-seo," kunye nokunye.
Kwinqanaba le-BOFU, ndingafaka amagama angundoqo abanzi athe ngqo kwimveliso yam, anje ngo “ahrefs,” “esona sixhobo se-seo,” njl.
Ukufumana amaqhinga ophando lwamagama angundoqo, jonga ezi zikhokelo kunye nezixhobo:
- Uhlalutyo lokuKhuphisana kwegama elingundoqo: Uwafumana njani amagama angundoqo aKhuphisana nawe
- UPhando lwegama eliPhambili eliPhambili: Iingcebiso ze-5 zokufumana amagama angundoqo angasetyenziswanga
- Isixhobo se-Ahrefs sasimahla segama elingundoqo
Emva kokuba ugqibe uphando lwakho lwegama elingundoqo, unokubeka phambili ukuba yiyiphi amagama angundoqo okudala umxholo wokuqala ngokusekelwe kwidibaniso yevolumu yokukhangela, ubunzima begama elingundoqo, kunye nokusondela kwizantsi kwe-funnel. Ndiyathanda ukudala umxholo wam we-BOFU kuqala, emva koko i-MOFU, emva koko i-TOFU-kuba nje umxholo osondeleyo ezantsi uhlala uguqula ngcono.
Nje ukuba unamagama angundoqo ekujoliswe kuwo engqondweni, lixesha lokuba yenza umxholo olungiselelwe uphendlo. Kuninzi ekufuneka kufundwe apha, kodwa ndiza kuyiqhekeza ibe ngamanyathelo amahlanu asisiseko (unokufunda amanqaku aqhagamshelweyo ukujonga nzulu ngakumbi):
- Qinisekisa injongo yokukhangela yegama elingundoqo onqwenela ukulihlelwa
- Yenza ulwandlalo lomxholo ukuba ubhala iposti yebhlog okanye iphepha lokufika
- landela iingcebiso zam zokubhala ze-SEO ngelixa ubhala umxholo
- Papasha umxholo kwaye wenze ezinye isiseko kwiphepha le-SEO
- Funda ukwakha ikhonkco ukunceda iwebhusayithi yakho kunye namanqaku afumane igunya
Yiloo nto kuphela ekhoyo kuyo. Kukho ama-nuances amaninzi kwi-SEO, ngokuqinisekileyo, kodwa izinto ezisisiseko zilula: Yenza umxholo ophezulu ohambelana nenjongo yokukhangela yegama lakho eliphambili ekujoliswe kulo, emva koko wakhe izixhumanisi zangaphakathi nangaphandle kuloo mxholo ukubonisa ukuthembeka kwayo.
Inyathelo 5. Landela intsebenzo kwaye wenze i-tweaks
Nje ukuba upapashe amanqaku athile kunye waqalisa ukubakhuthaza, kufuneka ulandele ezo KPIs ekuhambeni kwexesha ukuze ubone ukuba ziqhuba kakuhle kangakanani na.
Kwakhona, iGoogle Analytics kunye neGoogle Search Console inokukunceda ukulandelela itrafikhi yakho. Kodwa ukuba ufuna ukulandelela amagama angundoqo amagama njengoko ndikhankanyile, ungakwenza oko nge-Ahrefs' Isikhundla Tracker.
Vele ufake iplagi kwiwebhusayithi yakho kunye namagama angundoqo ofuna ukuwalandela, kwaye uya kuboniswa ideshibhodi enemigangatho yakho yangoku kwaye ngawaphi amaphepha abekwe ngokwawaphi amagama angundoqo.
Le yindlela entle yokubona indlela amaphepha akho asebenza ngayo kumagama angundoqo owakhethileyo, kodwa ndiyathanda nokujonga iiwebhusayithi zam kwi-Ahrefs' Site Explorer ngokuntywila kwi Amagama angundoqo ezinto eziphilayo kwaye Amaphepha aphezulu iingxelo.
The Amagama angundoqo ezinto eziphilayo ingxelo iya kukubonisa zonke Amagama angundoqo owabekayo, kwaye akunike ukhetho lokuthelekisa udidi lwangoku kumanqanaba angaphambili.
Ukuba uqaphela ukuba ulahlekelwa ngamanqanaba ekuhambeni kwexesha, olo luphawu onokulufuna hlaziya umxholo wakho ukuyigcina ifanelekile kwaye ugcine ifanitshala yakho isebenza.
The Amaphepha aphezulu ingxelo, ngakolunye uhlangothi, iya kukubonisa ukuba ngawaphi amaphepha angabadlali bakho abaphezulu ngokwetrafikhi kunye nenani lamagama angundoqo akumgangatho. Oku kuhle ukubona ukuba zeziphi iindawo zefaneli eziqhuba kakuhle, kukuvumela ukuba wenze okuninzi koko kusebenzayo.
Umzekelo, wethu iposti yebhlog kwintengiso edibeneyo linqaku lethu eliqhuba kakuhle kuyo yonke indawo:
Oku kusixelela ukuba mhlawumbi luluvo olulungileyo ukwenza umxholo ongaphezulu malunga nokuthengisa okuhambelanayo, kuthi, sisihloko seMOFU. Sipapashe amanqaku amaninzi malunga nentengiso edibeneyo ukusukela oko sifunde ukuba le iqhuba kakuhle kangakanani, kwaye ngoku bazisa amawaka eendwendwe ezitsha rhoqo ngenyanga.
Gqibela, i Amaphepha aphezulu ingxelo yindlela egqibeleleyo yokuthatha isigqibo sokuba ngawaphi amaphepha tyala imali kuguqulo olungcono ukuphucula inani leenkokeli kunye neentengiso ozifumanayo kumaphepha akho aphezulu endlela.
Iingcamango zokugqibela
Ukuthengisa i-funnel epheleleyo, xa kwenziwe ngokufanelekileyo, kunokwandisa ukuthengisa kwakho kunye nokunciphisa iindleko zakho. Kwaye ngethamsanqa kuwe, akufuneki kube nzima kangako.
Ngamafutshane: Zama ukuqonda abathengi bakho, yenza umxholo wenyathelo ngalinye kuhambo lwabo lomthengi, emva koko ulandelele indlela oqhuba ngayo umxholo kwaye ulungise isicwangciso sakho ngokusekelwe kwidatha.
Umthombo ovela Ahrefs
Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa ngu-Ahrefs ngokuzimeleyo kwe-Cooig.com. I-Cooig.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.
