Google及Yahoo搜尋引擎排序對B2B網站流量影響之比較分析研究

本研究旨在探討搜索引擎優化對於任何一個網站來說，要想在網站推廣中取得成功，搜索引擎優化都是最為關鍵的一項任務。同時，隨著搜索引擎不斷變換它們的排名演算法規則，每次演算法上的改變都會讓一些排名很好的網站在一夜之間名落孫山，而失去排名的直接後果就是失去了網站固有的可觀訪問量。所以每次搜索引擎演算法的改變都會在網站之中引起不小的騷動和焦慮。我們可以說，搜索引擎優化也成了一個愈來愈複雜的任務，本章節將根據下列的五種情況研究方法詳加說明: 首先選擇關鍵字作搜尋，然後製作Yahoo及Google適合搜尋引擎搜錄的網站，完成之後再向Yahoo及Google搜尋引擎執行網站登錄，進而在研究網站排序如何在搜尋引擎中第一頁出現及分析此兩個搜尋引擎何者流量最大，採個案研究方式，分成五種研究方法: 一.Google及Yahoo搜尋引擎，鍵入個案行銷的關鍵字，出現版位的情形在兩個搜尋引擎分別都沒有在第一頁,利用何種方法調整版位至第一頁,並且分析追蹤版位不在第一頁時的流量及詢問函、效果情形。二.在Google及Yahoo搜尋引擎，鍵入個案行銷的關鍵字，出現版位的情形，在Google搜尋引擎第一頁,但Yahoo沒有出現在第一頁，利用何種方法調整版位至Yahoo第一頁,並且分析追蹤版位此狀況時的流量及詢問函、效果情形。三.在Google及Yahoo搜尋引擎，鍵入個案行銷的關鍵字，出現版位的情形在Yahoo搜尋引擎第一頁,但Google沒有出現在第一頁，利用何種方法調整版位至Google第一頁,並且分析追蹤版位此狀況時的流量及詢問函、效果情形。四.找出登錄Yahoo搜尋引擎排序的因子及Google搜尋引擎排序的因子,並且做相關研究證明Yahoo搜尋引擎排序的因子和Google搜尋引擎排序的因子及兩個搜尋引擎的機制是否有關聯。五.在Google及Yahoo搜尋引擎，鍵入個案行銷的關鍵字，出現版位的情形在兩個搜尋引擎分別都在第一頁,利用何種方法調整版位至第一頁前幾名,並且分析追蹤版位在第一頁時的流量及詢問函、效果情形，哪個搜尋引擎效益最佳。本研究重要發現如下： 1. Google與Yahoo搜尋引擎搜尋的機制及條件都差不多，二者都是明確強調網站的內容是否跟瀏覽者查詢的關鍵字是否關鍵性，且網站內容是否可看性及網站中被瀏覽者點擊率及吸引力是否高來評斷排名，連結度等這幾點是Google及Yahoo搜尋機制抓取因子中相同之處。 2. 經由統計流量軟體來追蹤分析，由上述從2007年1月至2007年4月追蹤Google及Yahoo搜尋引擎轉介參觀者到這些站的網頁數及點擊數比較圖來看，可看出針對B2B的製造商行銷網站由Google搜尋引擎帶來的流量效益確實比Yahoo搜尋引擎大些。關鍵詞: 搜尋引擎優化、排序因子、流量分析

關鍵字

搜尋引擎優化；排序因子；流量分析

並列摘要

Using statistic traffic software, an analysis from January 2007 to April 2007 was made on the comparative diagram of viewed pages and the clicking times on the website which Google search engine and Yahoo search engine led the visitors to. The purpose of this study was to probe the search engine optimization. If you wish to promote your project successfully on the website, the search engine optimization is a key factor. As the search engine ceaselessly changed its algorithm on the priority order, each time the change would make the priority order websites fall behind in one night. The consequence of the website order falling behind was the loss of visiting times. Therefore, every time when the search engine changed its algorithm, it would cause a lot of confusions and anxieties. We can say that the optimization of the search engine has becoming a complicated task. This chapter will detail following 5 situations. Firstly, a key word was selected for a search purpose, and a website which was suitable for Yahoo and Google search engines to collect was made. Then, the website was registered to Yahoo and Google search engines. After that, a study on the website sort controlled by the search engine was done so as to understand how the first page of the website appeared. Then, an analysis on which of the two search engines had a large traffic was made. An individual case study was divided into five research methods. 1. A key word involving in a case marketing was keyed in to Google and Yahoo search engines. None of the two search engines appeared on the first page. A measure was taken to adjust the website to appear on the first page. When the website was not on the first page, the traffic and the inquiries were analyzed so as to understand the viewing effect. 2. A key word involving in case marketing was keyed in to Google search engine and Yahoo search engine. Google search engine appeared on the first page, but Yahoo search engine did not. A measure was taken to adjust Yahoo search engine to the first page. Then, an analysis was made to the traffic and the inquiries under such situation so as to understand the viewing effect. 3. A key word involving in case marketing was keyed in to Google search engine and Yahoo search engine. Yahoo search engine appeared on the first page, but Google search engine did not. A measure was taken to adjust Google search engine to the first page. Then, an analysis was made to the traffic and the inquiries under such situation so as to understand the viewing effect. 4. Found out the sort factors for Yahoo search engine and Google search engine. Made a study to prove that the sort factors of Yahoo search engine had nothing to do with the sort factors of Google search engine, and the two search engines were independent. 5. A key word involving in case marketing was keyed in to Google search engine and Yahoo search engine. Both Google search engine and Yahoo search engine appeared on the first page. A measure was taken to adjust the entry to be at any of the several front positions. When the entry was on the first page, the traffic and the inquires were analyzed so as to know which search engine had the best utility. This study had an important finding as shown below: 1. Google search engine and Yahoo search engine were similar on their functions and the conditions. The both stuck to the contents of the website conforming to the key words which the viewers keyed in. The website placings were decided by the reading value of the contents, the clicking rate and the attraction. Besides, Google search engine and Yahoo search engine have the similar judgment on the sort factors. 2. Using statistic traffic software, an analysis from January 2007 to April 2007 was made on the comparative diagram of viewed pages and the clicking times on the website which Google search engine and Yahoo search engine 　led the visitors to. It was understood that Google search engine brought 　more traffic benefits to B2B marketing website than Yahoo search engine. Keywords: optimization of the search engine, order factor, traffic analysis

並列關鍵字

optimization of the search engine ； order factor ； traffic analysis

參考文獻

11.Mike Moran, Bill Hunt (2005). Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site, Prentice Hall PTR. ISBN 0-13-185292-2

壹、中文部分