SEO简明教程 第一章 分析搜索引擎概貌（6）

为什么对使用搜索引擎感到困惑？

为何您在市场活动中使用搜索引擎会有困惑？因为搜索引擎是新访问量的最重要来源。您也许听说过大多数的网站访问量是从搜索引擎开始引入的。恩，这个说法不是很准确。几年前这样说是正确的，现在许多人仍然引用这个过时的说法，是因为这个依据听起来不错：百分之八十的网站访问者是通过搜索引擎进入网站的。然而，在2003年，这个说法终于平息了。搜索引擎产生的流量跌破百分之五十的大关。大多数网站访问者要么在浏览器中直接输入目的网站的地址，要么是在其他的网站上点击了一个指向目标网站的链接。很多网站访问者在开始时并不是通过搜索引擎进入目标网站的。

然而，由于下列几个原因，搜索引擎仍然是相当重要：

1，来自搜索引擎的访问流量还是相当显著的，不久前，一份调查报告表明这个比例接近百分之五十，当然了，肯定不是百分之八十，不过这也是相当大的流量。EMarketer 2005年发布的一份报告说，在美国百分之二十一的网络用户每天使用搜索引擎四次以上；PEW Internet 估计大约有38万美国人每天使用搜索引擎。

2，iCrossing 在2005年做了一项研究，发现百分之四十的人在购买商品前先进行网上调查。

3，对于那些不是来源于搜索引擎的访问量，很大一部分是老用户，因为他们知道自己要访问的网站；很多新访问量是来自于搜索引擎，对于网站来说搜索引擎是最重要的一个来源。

4，一些研究表明很多购买者的购买行为是从搜索引擎开始的。根据iCrossing 2005年的一项调查，在所有计划在网上购买商品或者查找商品信息的人当中，大约有67%的人使用搜索引擎。

对于网站推广来说，搜索引擎是一种廉价的方式。一般来说，相对于其他的广告或市场营销方式，您可以通过免费的搜索引擎流量获取更多的收益。

Search Engine Optimization For Dummies 中文版

SEO教程中文版翻译自：Search Engine Optimization For Dummies, 2nd Edition。 By Peter Kent

原创文章如转载，请注明：转载自网络海洋的博客 [ http://www.mycnweb.com/ ]

英文原文：

Why bother with search engines?

Why bother using search engines for your marketing? Because search engines represent the single most important source of new Web site visitors.You may have heard that most Web site visits begin at a search engine. Well,this isn’t true. It was true several years ago, and many people continue to use these outdated statistics because they sound good - “80 percent of all Web site visitors reach the site through a search engine,” for instance. However, in 2003, that claim was finally put to rest. The number of search-originated site visits dropped below the 50-percent mark. Most Web site visitors reach their destinations by either typing a URL - a Web address - into their browsers and going there directly or by clicking a link on another site that takes them there. Most visitors don’t reach their destinations by starting at the search engines.

However, search engines are still extremely important for a number of reasons:

_ The proportion of visits originating at search engines is significant. Not so long ago, one survey put the number at almost 50 percent. Sure, it’s not 80 percent, but it’s still a lot of traffic. According to a report by eMarketer published early in 2005, 21 percent of American Internet users use a search engine four or more times each day; PEW Internet estimated that 38 million Americans use search engines every day.

_ A study by iCrossing in the summer of 2005 found that 40 percent of people do online research prior to purchasing products.

_ Of the visits that don’t originate at a search engine, a large proportion are revisits - people who know exactly where they want to go. This isn’t new business; it’s repeat business. Most new visits come through the search engines - that is, search engines are the single most important source of new visitors to Web sites.

_ Some studies indicate that a large number of buyers begin at the search engines. That is, of all the people who go online planning to buy something or looking for product information, perhaps over 67 percent use a search engine, according to a study in 2005 by iCrossing.

_ The search engines represent a cheap way to reach people. In general, you get more bang for your buck going after free search-engine traffic than almost any other form of advertising or marketing.