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流量来源多样化是成功SEO的必要条件

时间:2011-03-26 10:47:16  来源:  作者:

以下按照各流量来源占总流量百分比排序:
* Search (Google, Yahoo!, Bing, Baidu, etc.): 36.0%
* Direct (Bookmark + Type-In): 27.7%
* Feed (RSS via Feedburner): 7.9%
* Social (Twitter, Facebook, Reddit, Hacker News, StumbleUpon): 5.9%
* Partners (Distilled, Open Site Explorer, WebsiteGrader): 2.5%
* Blogs (SELand, SERoundtable, AVC, etc.): 2.0%
* Forums (WebmasterWorld, Google Webmaster Groups, etc.): 0.7%
* PPC (AdWords): 0.2%
* Other (uncategorized + everything else): 17.3%
* 搜索流量(谷歌,雅虎,必应,百度等):36.0%
* 直接流量(书签 + 直接在地址栏输入域名地址):27.7%
* 订阅(RSS订阅和Feedburner订阅):7.9%
* 社交媒体(Twitter/推特, Facebook/脸书,Reddit, Hacker News/黑客新闻, StumbleUpon):2.5%
* 合作商(Distilled, Open Site Explorer, WebsiteGrader):0.7%
* 博客(SELand, SERoundtable, AVC等):2.0%
* 论坛(WebmasterWorld, 谷歌Webmaster Groups等):0.7%
* 点击付费广告(关键字广告):0.2%
* 其他来源:17.3%
As SEOs, we know that search traffic has vulnerabilities and fluctuations that are out of our control. The recent examples of sites that were unintentionally affected in the the Farmer/Panda update is a good example, but there are hundreds of potential issues, both from our own efforts and those of others (the engines themselves, our competitors, etc.) that can affect things outside of large-scale algo updates.
作为SEO从业人士,我们都知道搜索流量脆弱并且容易波动,让人难以掌控。最近因谷歌打击内容农场而被误伤的一些站点就是很好的例子,但是,除了大幅度的算法更新会影响搜索流量以外,还有很多其他潜在的因素,包括我们自己内部的调整和外部的影响(搜索引擎的变化,竞争对手等)。
We've also felt the search engines moving in a more "holistic" direction, and seeking features that "brands" have, but generic sites don't in order to reward the former in their rankings. I did a presentation on this topic at the recent Be-Wizard! San Marino event, included below:
The Evolution of Google's Rankings
我们也感受到搜索引擎在向一个更全面的方向发展,并寻求品牌网站区别于普通网站的特点,以便在搜索结果中提升品牌网站的排名。就此话题我在最近的圣马力诺"Be-Wizard!"大会上做了一个演讲,PPT如下:谷歌排名算法的演变
It's my sense that increasing the diversity of sources is an excellent path for online marketers to take, especially at this junction, because:
到此阶段,我觉得增加流量来源对网络营销人员来说是一个很好的途径,因为:
* Search engines want to reward sites that "naturally" attract traffic from other sources - those who get clicks on the links that point to them, who have social media sharing happening aroud their content and who aren't simply a "farm" for search visits.
* 搜索引擎想要奖励那些通过“自然”手段吸引其他来源流量的网站 - 这些网站通过指向它们的链接来获得点击,有社交媒体围绕它们的内容进行分享,而不是单为搜索流量而建立内容农场。
* The online world is diversifying at a much greater clip in the last 3 years than anytime since the mid-90's. Instead of consolidation, we're seeing expansion as sites like Reddit, StumbleUpon, Twitter, Facebook, Yelp, YouTube, etc. all expand their reach and newcomers like Foursquare, Path, Quora, StackExchange, Groupon, LivingSocial, and many others become substantive traffic drivers. Sites that can't play in these new ecosystems will likely lose out to their early-adopter-friendly competitors.
* 从90年代中期开始,近三年网络世界的多样化远远超过以往任何时候。我们看到像Reddit,StumbleUpon,Twitter,Facebook,Yelp,YouTube等一系列的网站都在扩张,都在延伸,而不是合并。新来者如Foursquare,Path,Quora,StackExchange,Groupon,LivingSocial等变成了实实在在的流量推动源。那些不能适应这个新的生态系统的网站将很可能败给先于他们接受的竞争对手。
* No single source of traffic is wholly "safe," but a diversified portfolio has much less associated risk.
* 没有任何一种流量来源是绝对“安全”的,但是把鸡蛋放在不同的篮子里可以有效的降低风险。
* Diversifying traffic sources means experimenting with new potential channels for traffic, and that means potentially finding sources that send great visits, links, citations, shares, etc.
* 流量来源多样化意味着尝试新的潜在的流量渠道,也意味着可能发现能带来大量访客,链接,引用,和更多的市场份额的来源。
* Getting to a new channel before a competitor can be key to owning mindshare and traffic from that source.
* 先于竞争对手进入一个新的渠道对获得意识占有率并获得该渠道的流量很重要。
* Diversification makes it less likely that a road bump in any single channel can have a devasting impact on your overall business. One thing I'm very thankful for is that SEOmoz only gets ~30% of its traffic from Google. Should they ever (intentionally or unintentionally) alter our ability to perform, we won't be dead in the water (unlike many of our peers in similar spaces).

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