Ushicilelo olufundiweyo lwetekhnoloji luphulukene nesiqingatha setrafikhi kuGoogle ukusukela ngo-2024

Ukuwohloka kweTrafikhi okuKhulu: Yintoni iTech Media's 58% yeLahleko yeTrafikhi kaGoogle kulo lonke ishishini kwi-Intanethi

Kwenzeke into eshukumayo kweyona intanethi isekiweyo ipapasho lobuchwephesha, kwaye amaza othusayo afikelela ngaphaya kweenkampani zosasazo. Ukusukela ngo-2024, iivenkile ezithengisa iflegi njengeCNET, iTechRadar, iVerge, kunye neWired ngokudibeneyo baphulukene ne-58% yokukhangela kwabo kuGoogle. Ezi ayizizo ziqalo ze-SEO ezibuthathaka - zipapasho ezingamashumi eminyaka yegunya lesizinda, amaqela amakhulu abahleli, kunye nezigidi ze-backlinks. Ukuba utshintsho lwe-algorithm kaGoogle lunokuphelisa itrafikhi yabona bashicileli banamandla kwi-intanethi, iimpembelelo kumashishini amancinci naphakathi axhomekeke kukhangelo lwezinto eziphilayo akukho nto imfutshane ekhoyo.

Le ayiyonto yokudipha okwexeshana. Lutshintsho lwesakhiwo kwindlela ulwazi olufikelela ngayo ebantwini kwi-intanethi. Uphononongo lwe-AI lukaGoogle, ulwandiso lwe-SERP endlongondlongo, kunye nohlaziyo oluphindaphindiweyo lwe-algorithm engundoqo ngokusisiseko bayibhale ngokutsha imithetho yokubonakala kwedijithali. Kubanini bamashishini, abathengisi, kunye noosomashishini abaye bakha iindlela zabo zokufumana abathengi malunga nenqanaba kuGoogle, umyalezo ucacile: ixesha "lokupapasha kunye nenqanaba" liphelile. Okulandelayo kufuna incwadi yokudlala eyahlukileyo ngokupheleleyo.

Kutheni awona magama makhulu kwiTech Media ekopha iTrafikhi

I-58% yehla ye-traffic ayisiso isiphumo sohlaziyo lwe-algorithm enye - yimpembelelo eyongezelekayo yemikhosi emininzi yokuguqula. Uphononongo lwe-AI lukaGoogle, lwasasazwa ngokubanzi ngo-2024 kwaye lwandiswa ngo-2025, ngoku phendula isabelo esikhulu semibuzo yolwazi ngokuthe ngqo kwiphepha leziphumo zokukhangela. Xa umsebenzisi ekhangela "isoftware yolawulo lweprojekthi ngo-2026," uGoogle wenza impendulo eyenziwe yi-AI evela kwimithombo emininzi, ihlala isusa isidingo sokucofa kuyo nayiphi na impapasho konke konke. Uphando olusuka kwiifemu ezininzi zohlalutyo lwe-SEO lubonise ukuba i-AI Overviews ivela ngaphezu kwe-30% yayo yonke imibuzo yokukhangela, kunye nemilinganiselo yokucofa kwiziphumo eziphilayo ehle nge-25-40% xa zikhona.

Kwangaxeshanye, uGoogle uqhubekile nokwandisa ezayo iimpawu zeSERP - iiphaneli zolwazi, Abantu bakwaBuza iibhokisi, iziqwengana ezifakiweyo, kunye neecarousels zemveliso - ukutyhala amakhonkco aluhlaza okwesibhakabhaka ngaphezulu ngaphantsi komqolo. Kwizixhobo eziphathwayo, ezithatha ngaphezulu kwe-60% yalo lonke uphendlo, umsebenzisi unokufuna ukuskrola ezibhloko ezintathu okanye ezine zomxholo kaGoogle ngaphambi kokuba afikelele kwisiphumo sokuqala sendalo. Kupapasho lobuchwephesha obelulawula ngokwembali ukuhlelwa kwephepha-enye, indawo leyo bebekuyo iye yaxinzelwa ngokwasemzimbeni yaza yathotywa ixabiso.

Uhlaziyo olungundoqo lwe-algorithm ngasekupheleni kuka-2024 kunye nasekuqaleni kuka-2025 kwakhona kujoliswe kwinto uGoogle ayibiza ngokuba "ukuxhatshazwa komxholo olinganisiweyo" kunye "nokuxhatshazwa kodumo lwesayithi." Ngelixa olu hlaziyo lujolise ekunciphiseni umgangatho ophantsi, umxholo oveliswe ngobuninzi, bohlwaywa bengaqondanga abapapashi abasemthethweni abathe bandisa ukhuselo lwabo kuphononongo olunzima lwemveliso kunye nomxholo wokuthelekisa. Iivenkile ezininzi eziphambili ziye zabona amaphepha azo eengcebiso zemveliso - ngokuqhelekileyo umxholo wazo obaluleke kakhulu kwezorhwebo - zehla kakhulu kumanqanaba ngobusuku obunye.

I-Ripple Effect kuShishino oluNcinci kunye noBuphakathi

Ukuba uqhuba ishishini elinabasebenzi aba-5 ukuya kuma-500, usenokucinga ukuba okwenzekayo kwi-CNET okanye kwi-Wired akukuchaphazeli. Loo ngcinga iphosakele ngokuyingozi. Amandla afanayo atyumza i-traffic kubashicileli abakhulu sele belungisa iziphumo zophendlo lwendalo kwimibuzo yorhwebo kuwo onke amashishini - ukusuka kwi-SaaS ukuya kwiinkonzo zasekhaya, ukusuka kwi-ecommerce ukuya kwiingcebiso zobuchwephesha.

Qwalasela amanani. Uphononongo luka-2025 olwenziwe nguRand Fishkin's SparkToro lufumanise ukuba phantse i-60% yalo lonke ukhangelo lukaGoogle ngoku lukhokelela kunqakrazo lweqanda - umsebenzisi unokufumana impendulo yakhe ngqo kuGoogle okanye alahle uphendlo ngokupheleleyo. Kumashishini atyale imali kakhulu kumxholo webhlog, amaphepha okumisa alungiselelwe i-SEO, kunye neefuneli zentengiso engena ngaphakathi, oku kubonisa ukhukuliseko olusisiseko lwejelo labo lokufumana abathengi. Umxholo ochithe iinyanga usenza kwaye amawaka eedola ephucula asenokuba kwiphepha lokuqala - kodwa iphepha lokuqala alisahambisi itrafikhi ebikhe yayenza.

Amashishini amancinane asemngciphekweni ngakumbi kuba ngokwesiqhelo akanalo uqwalaselo lophawu oluqhuba itrafikhi ngqo. Xa ushicilelo olukhulu lwetekhnoloji luphulukana netrafikhi kaGoogle, abaphulaphuli babo bahlala bebafumana ngeebhukhmakhi, iincwadi zeendaba, imithombo yeendaba zentlalo, kunye notyelelo oluthe ngqo lwe-URL. Ifemu ye-accounting yendawo okanye i-niche ye-SaaS yokuqalisa ayinayo loo mnatha wokhuseleko. Kula mashishini, ukhangelo lukaGoogle ibingelojelo nje — ibiyii isitishi.

Amaqhinga amaHlanu okuDiversify Ngaphaya koXhomeko lukaGoogle

Amashishini aya kuphumelela kulo mhlaba mtsha ngala ahamba ngokukhawuleza ekwahlukeni imithombo yawo yendlela kunye nokwakha ubudlelwane obuthe ngqo nabaphulaphuli babo. Ukulinda uGoogle ukuba "alungise" imeko ayisosicwangciso - olu tshintsho lwenziwe ngabom kwaye luyakhawuleza. Nantsi into eyenziwa ngamashishini acinga phambili ngoku:

1. Yakha amajelo oluntu ngamandla. Uluhlu lwe-imeyile, ababhalisile be-SMS, kunye namaqonga oluntu akunika ukufikelela ngokuthe ngqo kubaphulaphuli bakho ngaphandle kwabalamli be-algorithmic. Wonke umtyeleli ofika kwindawo yakho kufuneka adibane nesizathu esinyanzelisayo sokujoyina uluhlu lwakho - hayi "ukubhalisa kwincwadana yethu yeendaba", kodwa utshintshiselwano lwexabiso lokwenene.
2. Qinisekisa isitaki sakho sobugcisa kwiqonga elinye. Amashishini asebenzisa izixhobo ezahlukeneyo zeCRM, ukuthengisa nge-imeyile, i-invoyisi, kunye nohlalutyo luhlala lulahlekelwa idatha yabathengi kwizithuba phakathi kweenkqubo. Iiplatifomu ezifana ne-Mewayz, ezidibanisa iimodyuli ze-207 zoshishino phantsi kophahla olulodwa, ziqinisekisa ukuba yonke intsebenziswano yabathengi - ukusuka kwiwebhusayithi yokuqala yokutyelela ukuphinda uthenge - ibanjwe kwaye iqhutywe kwindawo enye. Xa ungakwazi ukuthembela kuthotho oluzinzileyo lwetrafikhi kaGoogle, ukwandisa ixabiso lomthengi ngamnye okhoyo kubaluleka kakhulu.
3. Tyala imali kwiividiyo ezimfutshane kunye nokufunyanwa kwezentlalo. I-TikTok, iiShorts zikaYouTube, kunye ne-Instagram Reels zibe ziinjini zokukhangela zokwenyani zabantu abancinci. Ngaphezulu kwe-40% yabasebenzisi beGen Z ngoku bakhetha ukukhangela iTikTok kunoGoogle ngeengcebiso zemveliso kunye nendlela yokwenza umxholo. Ukwenza umxholo wevidiyo weqonga akuseyonto yokuzikhethela kumashishini amaninzi.
4. Phuhlisa i-ecosystems yokuthunyelwa kunye nentsebenziswano. I-Word-of-mouth ibisoloko iyindlela ethembekileyo yokuthengisa, kwaye amashishini alungelelanisa iinkqubo zokuthumela ngokuqhubekayo ahambela phambili abo baxhomekeke kuphela ekufumaneni okuhlawulwayo okanye kwi-organic. Ukulandelela ukuthunyelwa okucwangcisiweyo - okwakhelwe kwiCRM yakho, ayilawulwa kwispreadsheet - kuguqula abathengi abonwabileyo babe yeyona tshaneli yakho yokukhula isebenzayo.
5. I-Double down on retention over acquisition. Xa iindleko zokuthengwa kwabathengi abatsha zinyuka (kwaye zinyuka ngokukhawuleza), izibalo zitshintsha kakhulu ngokuthanda ukugcinwa. Ukunyuka kwe-5% ekugcinweni kwabathengi kunokunyusa inzuzo nge-25-95%, ngokutsho kophando olwenziwa yiBain & Company. Oku kuthetha ukuba i-invoyisi yakho, inkxaso, ukubhukisha, kunye neenkqubo zokulandelela kufuneka zisebenze ngokungenasiphako kwaye uzive ungumntu.

Amashishini asinde ekupheleni kwetrafikhi kaGoogle elula ayizukuba ngabo bafumana iqhinga elitsha lokudlala i-algorithm. Baza kuba ngabo bakhe ubudlelwane obuthe ngqo kunye nabathengi babo kwaye babe nesiseko esisebenzayo sokukhulisa olo budlelwane kwinqanaba.

Kutheni i-Tech Stack yakho ibaluleke ngaphezu kweSicwangciso sakho se-SEO ngoku

Nantsi inyani engathandekiyo abacebisi abaninzi be-SEO abangayi kukuxelela yona: kwihlabathi lokucofa zero, umgangatho weshishini lakho langaphakathi ubaluleke ngaphezu kokukhangela kwakho. Xa wonke umthengi omtsha kunzima kwaye kubiza kakhulu ukufumana, amashishini aphumeleleyo ngawo akhupha ixabiso eliphezulu lobomi kubo bonke ubudlelwane. Oko kufuna ukusebenza ngokugqwesileyo — ukungena ngaphakathi ngaphandle komthungo, i-invoyisi ngexesha, unxibelelwano olusebenzayo, kunye nenkonzo eyenzelwe wena ngokomlinganiselo.

Apha kulapho izitaki zetekhnoloji eziqhekekileyo ziba lityala elibi. Ishishini eliqhuba i-Mailchimp ye-imeyile, ii-QuickBooks ze-invoyisi, iKhalenda yokubhukisha, i-HubSpot yeCRM, kunye ne-Google Sheets yayo yonke enye into ayisebenzi kakuhle-ivuza idatha yomthengi kunye nomxholo wobudlelwane kuzo zonke iindawo zokudityaniswa. Xa umthengi othembekileyo ebhalela ukubonisana, inkqubo yakho yokubhukisha kufuneka yazi imbali yabo yokuthenga, amatikiti abo enkxaso, kunye nokuzibandakanya kwabo nephulo lakho lokugqibela le-imeyile. Lo mgangatho wobukrelekrele bomxholo phantse awunakwenzeka xa idatha yakho ihlala kumaqonga asixhenxe awohlukeneyo.

Yiloo nto kanye amaqonga oshishino ewonke abone ukukhula okukhulayo kule minyaka mibini idlulileyo. Umzekelo, uMewayz, usebenzela abasebenzisi abangaphezu kwe-138,000 abalawula yonke into ukusuka kwiCRM kunye neHR ukuya kulawulo lwezithuthi kunye namaphepha ekhonkco-in-bio ngaphakathi kwe-ecosystem enye. I-advanteji ayiloncedo nje kuphela - bubulumko obudibeneyo obuvela kwidatha edibeneyo. Xa imodyuli yakho yokubhukisha ithetha neCRM yakho, ethetha nenkqubo yakho ye-invoyisi, eyondla ideshibhodi yakho yohlalutyo, unokwazi ukuchonga abona bathengi bakho baxabisekileyo, uqikelele i-churn, kwaye uzenzele ngokuzenzekelayo ugcino lokuhamba ngeendlela izixhobo ezifakwe kwi-siled ngokulula zingenako.

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Ukunyuka koNcedo loNcedo lwe-AI kunye nokuba kuthetha ntoni kwiSicwangciso soMxholo

Uhlolo lwe-AI lukaGoogle sisiqalo nje. Ukudityaniswa kwe-ChatGPT kunye ne-Bing, ukukhula ngokukhawuleza kwe-AI ye-Perplexity, kunye neempawu zokukhangela ze-Apple ze-AI kwi-iOS zonke ziqhekeza ubume bokukhangela ngeendlela esingazange sazibona ukusukela oko uGoogle waqala ukuzuza ukongamela ekuqaleni koo-2000. Iqonga ngalinye kula lidibanisa ulwazi ngokwahlukileyo, lichaza imithombo ngokwahlukileyo, kwaye livuze iindidi ezahlukeneyo zomxholo.

Kumashishini adala umxholo, oku kuqhekeka kuthetha ukuba ukusebenzela i-injini yokukhangela enye kuya kuba lilize. Endaweni yoko, isicwangciso esiphumeleleyo kukwenza umxholo ogunyazisiweyo, onamava atyebileyo ukuba iinkqubo ze-AI zifuna ukukhankanya njengomthombo. Oku kuthetha uphando lwangaphambili, idatha yobunini, udliwano-ndlebe lweengcali, kunye nesikhokelo esisebenzayo esingenakwenziwa lula kumxholo wewebhu okhoyo. Amanqaku e-Generic "10 iingcebiso zemveliso engcono" - isonka kunye nebhotolo yokuthengiswa komxholo kule minyaka ilishumi idlulileyo - ngokuchanekileyo luhlobo lwesiqulatho esinokuthi I-AI Overviews izenzele ngokwazo, yenze inguqulelo yakho ingabinamsebenzi.

Amashishini asebenzisa idatha yawo yokusebenza ukwenza umxholo anenzuzo enkulu apha. Ukuba usebenzisa iqonga lokubhukisha kwaye unokupapasha ulwazi olufana "nezinga lokuqeshwa lokungabonisi lehle nge-34% xa amashishini athumela izikhumbuzo ze-SMS kwiiyure ezi-2 ngaphambi kokuqeshwa" - leyo yidatha yoqobo apho iinkqubo ze-AI ziya kubhekisela kwaye zidibanise. Imisebenzi yeshishini lakho, elandelwa ngeqonga elibanzi, ibe ngumxholo wegolide ekungekho mntu ukhuphisana nawo unokuphinda enze oko.

Ukulungiselela iShishini lakho kwiXesha loPhendlo lwasemva

Ukwehla kwetrafikhi kaGoogle ukuya kupapasho lwetekhnoloji ephambili ayongxaki yodwa kwishishini leendaba — luphawu lwesilumkiso kwangethuba kwishishini ngalinye elixhomekeke kukhangelo lwendalo. Upapasho olubetha kakhulu ziicanaries kumgodi wamalahle, kwaye i-58% yabo yelahleko yetrafikhi sisikroba sezinto eziza kukhangelwa iziphumo zorhwebo kuzo zonke ezithe nkqo.

Amashishini aza kujonga le nguqu ngempumelelo abelane ngeempawu ezintathu. Okokuqala, baye bahlula-hlula amajelo abo okufumana abathengi ukuze kungabikho mthombo omnye ophendula ngaphezulu kwe-30-40% yabathengi abatsha. Okwesibini, batyale imali kwiziseko ezingundoqo zokusebenza ezenza likhulu ixabiso lobomi bomthengi ngokungenamthungo, amava omntu. Okwesithathu, baye bakhe amajelo onxibelelwano ngokuthe ngqo - uluhlu lwe-imeyile, uluntu, ii -apps - ezidlula abagcini bamasango be-algorithmic ngokupheleleyo.

Akukho nanye yale nto eyenzekayo ngobusuku, kwaye akukho nanye eyenzekayo ngaphandle kwesiseko esifanelekileyo. Ukuba ishishini lakho lisathungela izixhobo ezahlukeneyo ezineteyiphu kunye neZapier, inyathelo lokuqala ayisosicwangciso esitsha se-SEO-kukudibanisa imisebenzi yakho kwiqonga elimanyeneyo elikunika ukubonakala okupheleleyo kubudlelwane bakho nabathengi. Nokuba ukhetha i-Mewayz okanye esinye isisombululo esibanzi, imfuneko iyafana: yakha ishishini lakho kwiziseko ezingundoqo onazo nozilawulayo, kuba amaqonga oburenta kuwo i-traffic aphinda abhale imiqathango yengqeshiso.

I-intanethi ayifi. Uphendlo alupheli. Kodwa i-traffic yasimahla, eninzi, eqikelelwayo yendalo ethe yaphembelela isizukulwana samashishini akwi-Intanethi? Eso sahluko siyavala. Isahluko esilandelayo sesamashishini asebenza kakuhle kakhulu, atyebileyo ngobudlelwane, kwaye ahlukene ngokweqhinga. Qala ukwakha eso siseko namhlanje — kuba imbalela yezithuthi sele ifikile.

Imibuzo Ebuzwa Rhoqo

Ukuwohloka okuKhulu kweTrafikhi: Yintoni iTech Media's 58% yeLahleko yeZithuthi zikaGoogle ithetha iLahleko yeTrafikhi kulo lonke ishishini kwi-Intanethi

Kwenzeke into eshukumayo kweyona intanethi isekiweyo ipapasho lobuchwephesha, kwaye amaza othusayo afikelela ngaphaya kweenkampani zosasazo. Ukusukela ngo-2024, iivenkile ezithengisa iflegi njengeCNET, iTechRadar, iVerge, kunye neWired ngokudibeneyo baphulukene ne-58% yokukhangela kwabo kuGoogle. Ezi ayizizo ziqalo ze-SEO ezibuthathaka - zipapasho ezingamashumi eminyaka yegunya lesizinda, amaqela amakhulu abahleli, kunye nezigidi ze-backlinks. Ukuba utshintsho lwe-algorithm kaGoogle lunokuphelisa itrafikhi yabona bashicileli banamandla kwi-intanethi, iimpembelelo kumashishini amancinci naphakathi axhomekeke kukhangelo lwezinto eziphilayo akukho nto imfutshane ekhoyo.

Kutheni awona magama makhulu kwiTech Media ekopha iTrafikhi

I-58% yehla ye-traffic ayisiso isiphumo sohlaziyo lwe-algorithm enye - yimpembelelo eyongezelekayo yemikhosi emininzi yokuguqula. Uphononongo lwe-AI lukaGoogle, lwasasazwa ngokubanzi ngo-2024 kwaye lwandiswa ngo-2025, ngoku phendula isabelo esikhulu semibuzo yolwazi ngokuthe ngqo kwiphepha leziphumo zokukhangela. Xa umsebenzisi ekhangela "isoftware yolawulo lweprojekthi ngo-2026," uGoogle wenza impendulo eyenziwe yi-AI evela kwimithombo emininzi, ihlala isusa isidingo sokucofa kuyo nayiphi na impapasho konke konke. Uphando olusuka kwiifemu ezininzi zohlalutyo lwe-SEO lubonise ukuba i-AI Overviews ivela ngaphezu kwe-30% yayo yonke imibuzo yokukhangela, kunye nemilinganiselo yokucofa kwiziphumo eziphilayo ehle nge-25-40% xa zikhona.

I-Ripple Effect kuShishino oluNcinci kunye noBuphakathi

Ukuba uqhuba ishishini elinabasebenzi aba-5 ukuya kuma-500, usenokucinga ukuba okwenzekayo kwi-CNET okanye kwi-Wired akukuchaphazeli. Loo ngcinga iphosakele ngokuyingozi. Amandla afanayo atyumza i-traffic kubashicileli abakhulu sele belungisa iziphumo zophendlo lwendalo kwimibuzo yorhwebo kuwo onke amashishini - ukusuka kwi-SaaS ukuya kwiinkonzo zasekhaya, ukusuka kwi-ecommerce ukuya kwiingcebiso zobuchwephesha.

Amaqhinga amaHlanu okuDiversify Ngaphaya koXhomeko lukaGoogle

Amashishini aya kuphumelela kulo mhlaba mtsha ngala ahamba ngokukhawuleza ekwahlukeni imithombo yawo yendlela kunye nokwakha ubudlelwane obuthe ngqo nabaphulaphuli babo. Ukulinda uGoogle ukuba "alungise" imeko ayisosicwangciso - olu tshintsho lwenziwe ngabom kwaye luyakhawuleza. Nantsi into eyenziwa ngamashishini acinga phambili ngoku:

Kutheni i-Tech Stack yakho ibaluleke ngaphezu kweSicwangciso sakho se-SEO ngoku

Nantsi inyani engathandekiyo abacebisi abaninzi be-SEO abangayi kukuxelela yona: kwihlabathi lokucofa zero, umgangatho weshishini lakho langaphakathi ubaluleke ngaphezu kokukhangela kwakho. Xa wonke umthengi omtsha kunzima kwaye kubiza kakhulu ukufumana, amashishini aphumeleleyo ngawo akhupha ixabiso eliphezulu lobomi kubo bonke ubudlelwane. Oko kufuna ukusebenza ngokugqwesileyo — ukungena ngaphakathi ngaphandle komthungo, i-invoyisi ngexesha, unxibelelwano olusebenzayo, kunye nenkonzo eyenzelwe wena ngokomlinganiselo.

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