一般設計網站與優化網站流量效益分析之比較

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。本章節首先將根據研究行銷網站製作流程針對此案件客戶所提供原本的網站或資料(例如產品圖、公司的簡介、產品的型號、規格、描述)，選定的關鍵字，是否可以精確的描述客戶製造的產品，網羅所有相關同義字、同義詞：國外買主對同一種產品往往有不同的說法，依照搜尋引擎最佳化需求，重新為客戶製作最佳化行銷網站，再依照客戶需求製作想要的風格打造個性化、差異化、可看性之一般設計網站，但缺乏經過最佳化處理，內容中都是以圖檔及各種flash及java特效的語法製作一些炫麗的功能，完全無法讓搜尋引擎搜尋得到。進而研究分析製作行銷網站與一般設計網站不同之處、以及哪種製作網站的方式較能帶來網站的流量效益及減少網站的退回率。本研究重要發現如下：由上述從2007年4月至2007年7月追蹤10個優化網站和美工式網站搜索引擎尋找率及網頁退回率比較圖來看，可由Google Analytics流量報表中看出優化網站過的網站流量效益確實比未經優化過的一般設計網站大，由此可知網站經營者在設計網站時一定要知道網站優化的重要性，而不是只將網站門面設計華麗就認為可吸引網友的注意增加網站流量。

關鍵字

搜尋引擎最佳化、網頁退回率、流量分析

並列摘要

The purpose of this study is to explore the significance of search engine optimization for any website; in order to be successful in website promotion, search engine optimization is a crucial task. At the same time, search engines continously change their ranking algorithms, and every instance of change causes some excellent websites to lose their ranking; the direct consequence of losing rankings is that the website has lost its traffic. Therefore, every time search engines change their algorithms, it causes considerable concern and anxiety. It could be said that search engine optimization has also become a more complicated task. This chapter first assesses whether the marketing research websites can precisely describe products made by a client based on the websites or information (such as product diagrams, company information, product models, specifications, and descriptions) provided by the clients, and whether it could cover all synonyms or synonymous phrases. Foreign buyers tend to have different ways of describing the same product, they redesign optimized marketing websites based on search engine optimization needs, and then create general layout websites that are personalized, differentiated,and aestheticized it based the styles desired by the client; but if these are not optimized, they only have image files and various glamorous functions made with flash and java, but they could not be found by search engines. Therefore, this study considers the differences between marketing websites and general layout websites, as well as what kind of website creation could create website traffic and to decrease website bounce rates. Significant findings of this study are: Between April and July 2007, the search engine search rates and web page bounce rates of 10 optimized websites and aesthetic websites are tracked and compared. The traffic reports from Google Analytics show that the optimized website traffic is better than aesthetic websites that have not been optimized. Thus, when website designers design websites, they must understand the importance of website optimization, rather than simply designing beautiful websites to attract attention and increase website traffic.