目标受众分析的三个维度
介绍 (Introduction)
According to a number of studies published over the last 12 months, only 25% of all websites get more than 5,000 unique visitors per month, which (unfortunately!) means that 75% of the internet aren’t reaching anywhere near their traffic (and therefore their monetisation) potential.
根据过去12个月发布的大量研究报告，所有网站中只有25％的网站每月获得的唯一身份访问者超过5,000，这(不幸的是！)意味着75％的互联网无法访问其访问量附近的任何地方(而且因此他们的获利潜力)。
For context, at SitePoint we tend to try to measure the performance of our articles based on a minimum of 5,000 views per article – granted we have a few more articles in the publishing pipe than normal sites, but it gives you a bit of context.
对于上下文，在SitePoint上，我们倾向于尝试基于每篇文章至少5,000次查看来衡量我们的文章的效果-假设我们发布管道中的文章比普通网站多，但它为您提供了一些背景信息。
For that 75% of sites who aren’t achieving what they’d like to achieve, some thoughts on what you can do.
对于有75％的网站未能实现自己想要实现的目标，对您可以做什么有一些想法。
了解您的观众是谁 (Understand who your audience are)
Yep okay, this one sounds like it should be pretty self-explanatory, but it is the basis for everything else that you might like to do to make your site a success.
是的，这听起来应该是不言自明的，但是它是您可能想要做的一切事情的基础，以使您的网站成功。
Knowing the audience you want to speak to and creating content that works well for them helps with every subsequent suggestion and is the entire basis for a great website with good levels of traffic.
了解您想与之交谈的受众并创建对他们来说效果很好的内容有助于后续的每条建议，并且是一个拥有良好流量的优质网站的全部基础。
Don’t understand your audience? Don’t get your tone and style right for them? Don’t create content that is of interest to them? Forget any other suggestions, you’re not going to hit the mark – and if you’re doing anything like paid search you can cost yourself a lot of money into the mix.
听不懂你的听众？ 难道您的语气和风格不适合他们吗？ 不创建他们感兴趣的内容吗？ 忘记其他建议，您将无法实现目标–并且，如果您要进行付费搜索之类的工作，您可能会花费很多钱。
Ultimately this should be test and learn (like everything else you do with a digital business!) – try different approaches, test tone and style, publish different types of articles, test imagery, test structures of articles and styles, look at what is working for competing sites and try to take the best of what they are doing (don’t take their content, (a) what works for them may not work for you and (b) that’s called plagiarism, which is a poor way to create content, bad form and also is likely to get you penalised by Google (rightly!) .
最终，这应该是测试和学习(就像您在数字业务中所做的所有其他工作一样！)–尝试不同的方法，测试语气和样式，发布不同类型的文章，测试图像，测试文章和样式的结构，查看有效的方法竞争网站，并尝试充分利用自己正在做的事情(不要获取其内容，(a)对他们有用的内容可能对您不起作用，以及(b)窃，这是创建内容的一种糟糕方法，格式不正确，也有可能使您受到Google的处罚(正确！)。
There are plenty of ways to approach this kind of testing, watch the traffic for each piece, understand what works and do more of that!
有很多方法可以进行这种测试，观察每部分的流量，了解有效的方法并做更多的工作！
通过电子邮件营销建立流量 (Build traffic with email marketing)
Email is and has always been a surprisingly goods way to engage an audience – if you’re creating content regularly a lot of users actually prefer to engage via weekly newsletters and updates and this can be one of the more effective ways to grow returning traffic to your site.
电子邮件一直以来都是吸引观众的一种令人惊奇的商品方式–如果您定期创建内容，那么许多用户实际上更喜欢通过每周新闻和更新进行互动，而这可能是将访问量增加的更有效方式之一您的网站。
Keep in mind that if I am subscribing to receive content, you actually have to give me valuable content – as with anything else to do with the monetisation of traffic if you’re planning on using email as a monetisation stream make sure you’re not just sending ads, or you’ll have a pretty high level of unsubscribes fast!
请记住，如果我订阅要接收的内容，则实际上必须给我有价值的内容-如果您打算将电子邮件用作获利流，则与流量获利有关的其他任何事情只是发送广告，否则您很快就会有很高水平的退订！
Also, don’t overdo it – a monthly email roundup is a good start and let’s you test and learn again – if it makes sense up the cadence. Too regular can be a hard thing to hold up if you don’t have a lot of content and again it isn’t worth doing if you’re not offering value.
另外，也不要过度使用-每月进行一次电子邮件汇总是个不错的开始，让您再次测试和学习-如果可以的话，请参考。 如果您没有太多的内容，那么经常性就很难坚持下去，如果您不提供价值，那么再次这样做是不值得的。
记住社交 (Remember the socials)
I’ll talk about SEO and optimisation below, but it’s definitely worth keeping in mind that (unfortunately) publishing awesome content and hoping that people will find you isn’t going to get you where you want to be.
我将在下面谈论SEO和优化，但是绝对值得牢记的是，(不幸地)发布很棒的内容，并希望人们会发现您不会将您带到想要的地方。
Creating social accounts on the majors (worth noting that the industry you are in will have an effect on what your major social networks are – i.e. some products are much better suited to Instagram and Pinterest than others)
在专业上创建社交帐户(值得注意的是，您所在的行业将影响您的主要社交网络-即某些产品比其他产品更适合Instagram和Pinterest)
Once you have your social accounts in place, share every piece of new content – if what you’re sharing is of interest it won’t take long to see visitors coming from social networks through shares and likes.
拥有社交帐户后，即可共享每一项新内容-如果您要共享的内容很有趣，那么很快就会看到访问者通过共享和喜欢来自社交网络的情况。
Again with these a test and learn approach is going to be important – try each of the majors and mix strategies to see what works – keep an eye on competitors and do your research, testing is great but don’t reinvent the wheel if you don’t have to.
同样，通过这些测试和学习方法将变得很重要–尝试每个专业并混合策略以查看可行的方法–密切关注竞争对手并进行研究，测试虽然很棒，但是如果您不这样做，就不要重蹈覆辙不必。
A List of socials for driving traffic:
吸引流量的社交列表 ：
还有……优化！ (And…optimise!)
If you want to organic (i.e. non-paid) traffic, then your website and content itself are going to need to be optimized.
如果您想要自然(即非付费)流量，则您的网站和内容本身将需要进行优化。
There are a couple of different ways that this is done:
有两种不同的方法可以完成此操作：
Internal (or ‘On-page’ SEO)
内部(或“页面上” SEO)
- This is optimizing your website and content. This is all done in templates or in your CMS/back-end (i.e. WordPress Admin) – you own it. 这正在优化您的网站和内容。 这一切都在模板或您的CMS /后端(即WordPress Admin)中完成-您拥有它。
Internal (or ‘On-page’ SEO)
内部(或“页面上” SEO)
External SEO
外部SEO
- External SEO is just that, everything that isn’t directly within the site, social mentions, social bookmarking, link-backs, link building etc etc. There are many ways to do this – suffice to say that if you aren’t doing a great job of your ‘On page’ then you’ll get a lot less value out of this. Paid search etc fits into this category as well. 外部SEO就是这样，不是网站中直接存在的所有内容，社交提及，社交书签，链接返回，链接构建等。可以通过多种方式进行操作–足以说明，如果您不做您在“网页”上的出色表现，那么您将从中获得的价值就会大大减少。 付费搜索等也适用于此类别。
External SEO
外部SEO
Focusing on the On-page SEO side of things, there are a bunch of factors that will affect how well you’re doing with organic traffic.
关注页面上的SEO方面，有很多因素会影响您对自然流量的处理效果。
Title Tags: A good title does many things – captures attention, excites the user, makes them interested (hopefully) and importantly tells Google what you’re on about.
标题标签：一个好的标题可以做很多事情-吸引注意力，激发用户的兴趣，使他们感兴趣(希望如此)，并重要地告诉Google您正在做什么。
Description Tag: Like your title, the description should be both interesting to the user and should contain the keywords you want to rank for. A good description can greatly increase your click-through rate.
描述标签：描述与您的标题一样，对用户来说应该很有趣，并且应包含要排名的关键字。 一个好的描述可以大大提高您的点击率。
Headings: Both humans and search engines enjoy well formatted articles with obvious headings. Using H1, H2, H3 heading tags in your content will make your articles easier to read and search engines will be happy too. Happy readers, happy life.
标题：人类和搜索引擎都喜欢标题清晰，格式正确的文章。 在您的内容中使用H1，H2，H3标题标签将使您的文章更易于阅读，搜索引擎也会很高兴。 快乐的读者，快乐的生活。
ALT Text for Images: Alternative text is is a big factor in accessibility. For that reason it is also a factor in Google rankings. Doesn’t matter how you’re creating content, use Alt tags anywhere where accessibility might be an issue
图像的替代文本：替代文本是可访问性的重要因素。 因此，它也是Google排名中的一个因素。 不管您如何创建内容，都可以在可能存在辅助功能的任何地方使用Alt标记
Content: If you want to rank well in organic search, your content needs to be unique and should provide value for your visitors. Again as above, test and learn
内容：如果您想在自然搜索中排名很好，则您的内容必须是唯一的，并应为访问者提供价值。 再次如上所述，测试并学习
Site Speed: Not a small factor – optimise for speed and understand that the more there is on the page, the slower your site is likely to be – another reason not to run 100 ads on your short-form content article!
网站速度：这不是一个小因素–优化速度并了解页面上的内容越多，网站的运行速度就可能越慢–另一个原因是不要在您的简短内容文章中投放100个广告！
最后 (Finally)
Traffic is the lifeblood of your website – good traffic brings sales , ad clicks, leads etc etc. There are many more optimisations that you can do (and software systems, both free and paid, that you can use) once you have increasing traffic, but most of what you need can be achieved through both good organic rankings and content marketing.
流量是您网站的命脉–良好的流量可以带来销售，广告点击，潜在客户等。一旦流量增加，您可以做更多的优化(以及免费和付费的软件系统，可以使用)，但您需要的大部分内容都可以通过良好的自然排名和内容营销来实现。
Working to get some of these right or at least well under way before moving to things like paid search makes good sense (and will ensure you’re getting things right before spending ad dollars).
在转向付费搜索之类的工作之前，努力使其中一些正确或至少进展顺利是有道理的(并且可以确保您在花掉广告费用之前就正确了)。
Got comments or thoughts? Join the conversation below.
有意见或想法吗？ 加入下面的对话。
翻译自: https://www.sitepoint.com/grow-traffic-capture-audience/
目标受众分析的三个维度
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