The revision and upgrading of the website is an inevitable problem, so how do you view this problem and the subsequent problems caused by this problem? I wonder if you have read this article, what do you think? The revision of the website is already a matter of website operators. Among the operational problems that need to be faced, it is the biggest one.
Website revisions take the following forms: 1) Section adjustment; 2) Website layout adjustment; 3) Rebuilding the website (using the same programming language and remaking the website); 4) Rebuilding the website (even the programming language is changed) , re-create the website)
Here we mainly talk about points 3 and 4. In fact, points 3 and 4 are similar. Both of them must consider the conversion of website data. If there are not many conversions, it will have an impact on the traffic and ranking of the website. The most difficult point in point 4 is how to convert data from different programming languages into existing language data. So if the technology has not reached this level, don't switch programming languages easily.
Now back to the topic - the traffic problem caused by the revision. Any changes to the website may affect the traffic of the website. As for whether to increase the traffic or reduce the traffic, this is a test of the "skills" of the operators. This does not mean that operators need to understand the technology themselves, but that operators need to understand "problems that need to be noted after the website is revised, including problems before the revision and problems after the revision."
Okay, now let’s discuss the components of website traffic:
1. Directly enter the traffic brought by the URL
It can be said that 80% of the traffic brought by this part is the core users of the website, and it is our key development target. Try to increase the proportion of this part of traffic.
2. Traffic brought by search engines
This part can be simply understood as the effect brought by SEO, which is mainly the traffic attracted by searching keywords. The proportion of this part should be gradually reduced, and you should not rely too much on search engines.
3. Traffic brought by clicking on the link
This part is simply the traffic brought by external links, because external links have two requirements: 1) to pave the way for improving the ranking of the website; 2) to directly bring traffic to the website. This part does not need to be deliberately required, the main thing is to expand the coverage of external links.
From the above analysis of traffic sources, you should know the reasons why traffic fluctuates if it is not handled properly after the revision. That's right, that's point 2 and point 3.
The following is a real example. First, let me introduce some basic information of a certain industry website. The industry website has about 280,000 website inclusions and about 140,000 backlinks. This industry website ranks relatively well in its industry. The website SEO and layout are also good. The website traffic is about 10,000.
Website A (I call this industry website Website A) was revised some time ago, and this revision is a complete revision (point 3 revision). It has been undergoing internal testing for several months before the revision. It can be said that " "Foolproof", so a "new site" was launched on a certain day. And I happened to wander around website A on the day it went online. When I clicked on a certain link and the message "The page cannot be displayed" appeared, I knew something was serious. The result was exactly as I expected. There were not many pages included in the website (except the home page) and I could not open them. , which has a serious impact on the website’s traffic.
According to the relevant person in charge of website A, due to this "accident", the website's traffic dropped from about 10,000 to about 1,000, a shrinkage of nearly 90%. It is conceivable that a large part of the traffic of about 1,000 comes from It is "traffic brought by directly entering the URL". In fact, these are just caused by poor consideration or insufficient technology.
In fact, the 1,000 data here is very inaccurate, because nowadays, website data is generally viewed through third-party software, such as: CNZZ, 51la, Baidu Statistics, and Google Analytics. These statistical software will only be recorded after the website pages are displayed normally. In fact, website operations must also understand - website logs. If I check the website logs, I estimate that the traffic on that day (the day when the new website goes online) will be at least 90% of the usual. Although the traffic does not change greatly, one element still changes a lot, and that is - PV. This is also unavoidable.
Through the real examples above, we know the consequences of website revision if it is not handled properly.
So how do we avoid the loss of traffic (or PV)?
The following points can effectively avoid the above losses:
1. Internal testing before the new website goes online will help discover bugs in the new website and improve the user experience.
2. Conversion of website data. The most important thing on a website - data. Only by handling this data well will there be no series of problems caused by the revision.
3. Website 301 redefinition is mainly related to the weight of the website. Redefining the links of the old website to the new website is the transfer of the weight of the website and one of the main means to ensure that the traffic is not lost.
4. Website 404 page. When an error occurs when opening a web page, we need a "prompt", a page to remind us. This page is called the 404 page. It mainly reminds us where we are on the website. If there is no such For pages, when a visitor cannot open a web page, he will directly close the error page. The 404 page is also one of the main means to ensure that traffic is not lost.
Through the analysis of the above 4 points, we can clearly see some things that need to be paid attention to when revising the website, as well as some necessary remedial measures.
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