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How To Evaluate Your Website

投稿日:2017年8月16日 更新日:

Hi, I’m Hiro, I work as a web developer in Toronto. Recently, I merged our main product website and company website. First of all, I checked Google Analytics. Then added, improved, or got rid of content on the pages with low view numbers. I’m hoping it works. I have to check back in on them in the next couple of weeks. In general, the most interesting part of creating a new website is thinking about the design. However, after several months or even a year after their birth, most websites will have struggled to get more than a handful of visitors. If only a few unique users go to your website, you’ll lose your passion to renew the information. If you renew very few times each week, it’s harder to attract users. This kind of vicious cycle is the enemy of every website administrator. Revising your website might be more boring than jumping ship and creating a new one, but, it’s an oft overlooked yet crucial phase in driving traffic to your website. To make their websites attractive, almost all people tend to change the design because they can easily visualize the change and it’s fun. BUT, the most pressing task is not to revamp the design, it’s to analyze the data on Google Analytics and take corrective action. Specifically, our goals are to lengthen session duration and to lower bounce rate.

Longer Session Time

Session time is the average length of time users spend on your site. If it’s under 5 seconds, it’s a problem. The reason we want to increase session time is that it’s one of the criteria Google Crawler uses when evaluating a website’s quality. The process goes something like this:

->Users are viewing this website for a long time
->Its contents must be attractive
->This website could be useful for many people

If your website gets a high rating, it could be located at the top of the Google search result list. The top result is clicked on by between 30% to 50% of users. On a side note, the opposite is also true. Crawler is also able to recognize spam, so if your website has only quoted text and pictures, it would get a low evaluation. In malicious cases, you would get a penalty and index registrations would be stopped which means nobody can search your website.

How to calculate session time

It’s kind of complicated, but important to understand. The point is that the last seen page is not contained. Here are some examples:

1st page -> 30s
2nd page -> 20s
3rd page -> 10s
bounce

In this case, the 3rd page is ignored during calculations. Thus, session time is 50 seconds.

1st page -> 10s
bounce without seeing any other pages

In this case, session time is 0. It’s important to reduce cases like this, in which session time is 0.

Lower bounce rate

So how can you reduce 0 session time cases? In other words, how can you lower bounce rate? Bounce rate refers to the rate that users see only see the first page and get out. If it’s over 70%, you should improve something. To improve this rate, you need to merge other pages, add text, and brush up the content. If you cannot brush up the content or keep it relevant, delete the content or replace it to bring in new users. Also, the pages which nobody sees need to be improved. All content on your site should be adding value.

How to get high a score from Crawler

The websites which are able to get a high score, have enough content to attract users for a long time and get them to look around. Therefore, it’s important to make a content connection structure that gets users looking around the website. This internal linking structure uses your articles to promote other articles on your site, providing an easy door for your users to walk through. As an important side note, Crawler works on a point based system. By this I mean when it begins an evaluation of a site, it has a limited number of points and consumes 1 point when evaluating 1 page. When Crawler runs out of points, the evaluation process is over, even if there are some pages left that have not been evaluated. However, if Crawler comes across a high-quality page, it gets back the point. On the other hand, if Crawler discovers a low-quality page, the evaluation process might be halted mandatorily. To sum up, to create high-quality content and reduce low-quality pages whose session timer is short and bounce rate is high is important.

What bounce rate does not indicate

I hope you understand it’s a good strategy for your website to lower bounce rate, but it does not mean that all you have to do is delete the high bounce rate pages because sometimes even the high-quality pages could suffer from this. For example, the pages you spend a lot of time on and have enough content, get a high score from Crawler and are listed at the top of the search result. Users of these sites can be satisfied by seeing only one page, the first page they visit, then move on without clicking any internal links. Users don’t have to visit any other pages because the first page has enough content to satisfy them, as may be the case for you in this experience. In these cases, the pages’ session time would be long and the number of unique page views is high, so you should analyze not only bounce rate but also other factors.

Conclusion

As you can see, an important thing is the quality of content. And content is text. Even if you create very attractive visuals, Crawler cannot recognize them because it’s just a computer program evaluating websites automatically. Even if you put up a bunch of beautiful pictures, animations, took a lot of time to fix font size or color, it does not affect evaluation. Actually, appearance is one of the most important factors of websites. However, to focus only on visuals means that you can only satisfy yourself. The unfortunate bottom line is this, to gain a high level of page visits you need to do boring analysis and create good text. Something I’m still trying to do too.







-Web
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