Tonghua SEO training: how to statistically analyze website ranking data

Most of the monitoring of website ranking data is done through off-site analysis, so the data is not very accurate. We optimization personnel should have a comprehensive understanding of the website, not only the ranking and inclusion of the website, but also the analysis and research of user search data, so as to better understand the shortcomings of our website. Only by understanding our own shortcomings can we do a better job of SEO.

Tonghua SEO training: how to statistically analyze website ranking data

For the data within the site, SEO personnel must at least count the inclusion of each channel and each type of page on the website. Relevant data can be obtained through the Site, inurl commands and the index query tool of the Baidu webmaster platform. Although the data obtained from site and inurl are not correct, the general trend shown on the timeline should be accurate. The trend of these data can allow SEO personnel to understand the changes in the collection of various aspects of the website at any time. Once the collection volume of the website is abnormal, it is easy to trace which content or which types of pages have problems, whether it is content problems, template problems or link problems, which are easy to analyze.

Corresponding to the number of search engine indexes, SEO personnel should also understand the actual number of each channel and each type of page on the website, and compare it with the number of search engine indexes to find out the proportion of website pages indexed. The trend of this inclusion ratio on the timeline can reflect whether the quality of the website content has improved or declined during the corresponding time period. Earlier in the introduction to Google Webmaster, Shenzhen website promotion introduced the "Index Status" tool. This tool has this function. Baidu Webmaster Platform has already launched a similar tool "Baidu Index Volume", so only webmasters and SEO personnel themselves are needed to perform data statistics and analysis.

In addition to tracking and counting the above data, SEO personnel should also understand the proportion of search engine indexed content added to the website every day. If the website does not generate too many new pages every day, you can ask the technicians to write a script to batch query the URLs of these new pages in the search engine to see whether they are included and the inclusion ratio. You can also use the "Batch query URL Baidu inclusion status" tool mentioned in the webmaster tool introduction to query and count. It would be a bit sad if a lot of content is added every day, but the search engine does not include it. If the inclusion ratio suddenly becomes abnormal, it may be that there are some problems with the website. It is necessary to analyze it according to the actual situation, such as whether the new content every day is crawled by the search engine, what is the difference between the content that has not been included and the content page that has been included, etc., to guide the adjustment of the direction of SEO work.

Compare the search engine's inclusion and the number of actual web pages on the corresponding websites to identify channels or specific types of web pages that are relatively poorly included. This type of page has ample room for inclusion and promotion. At this time, as mentioned in the previous log analysis, first determine the type of web page, then analyze the log crawling situation, and then adjust the links within the site or set up a page specifically for recommending these web page links to help search engines discover links to such sites. Of course, it may also be a question about the content of the web page, and a corresponding analysis should be made based on the actual situation.

When we rank website keywords, optimizers should track and count the ranking changes of all core keywords of the website. At the same time, traffic statistics tools are also used to count the number of search terms every day and the number of landing pages in the search traffic. These recent data may not reveal too many problems, but creating a trend chart on a timeline can reveal many issues. For example, the number of landing pages in search traffic represents how many search-useful pages there are on the website. The larger the proportion of this value to the total number of web pages on the website, the fewer "invalid pages" there are on the website, and the more the search engine recognizes the content of the website. If this number is a small percentage of the total number of web pages on the website, it means that most of the web pages on the website cannot bring traffic from search engines. If the website does not develop other promotion methods, these pages can even be regarded as spam pages. The trend of this ratio on the timeline can reflect whether the website is developing healthily in terms of SEO. Of course, a detailed analysis should also be conducted based on the type of website.