How to analyze a website

Generally, the analysis of website operations is carried out from the following aspects:

1. Market aspect.

For example, analyze the location, business model, resources and advantages of the other party's branches, etc.

For strategic analysis, Michael Porter's five forces model, strategic theory, value chain, diamond system and industrial cluster theory are generally adopted. I always think that the best book is "E-Commerce Competitive Strategy" by Mr. Li Weining. He has changed many people's thinking about e-commerce, allowing you to quickly transform from a person who is proficient in technology and has a rough understanding of the market to a market-oriented person. to operate the website. Cost leadership strategy, differentiation strategy, specialization strategy, hindrance strategy, and fast-forward strategy are the paths that are often used to study and examine competitors.

Compared with traditional industry operations, although website operations have many unique features, there are still many lessons for websites. When we are doing project planning, we must think about every aspect in detail. Although there are many things without data and beyond your ability, we will also look for the strategic intentions of competitors from GOOGLE or BAIDU.

The planned results should be as simple as possible, but the issues considered must not be simple. The executor may not necessarily think from the perspective of the planner. Website positioning, website market segmentation, and market capacity are all based on full market research.

2. The revenue model of the website.

Many of the income of Chinese websites does not come from website operations, but from offline or other sources. No matter which model is used, there are traces that can be found on the website, such as the website's self-introduction, news related to the website's operation, the website's advertising space, the website's special topics, etc., and then you can identify those that are the website's main sources of income. Key units that are the main source of income, why key units are connected to the network, what kind of supporting services are provided, why are non-key units connected to the network, what is the ratio between the two, and what data is collected to fill in the data and create an atmosphere , many results can be obtained through detailed analysis of traces in the operation process of competitors' websites.

3. Website sales model and channels.

Based on the website’s revenue model and the channel or direct sales model, we can calculate the personnel needed for sales and master the sales model, number of personnel, estimated revenue and sales skills.

4. Website promotion model.

(1). Examine the model of website event marketing and whether the impact of event marketing on the industry is positive or negative.

(2). Examine the mode, intensity and effect of advertising. Generally, in the early stages, many delivery channels will be selected. When the delivery lasts for a certain period of time, some ineffective promotion methods will be eliminated. Learn from the lessons of others, so that you can reduce the cost of your own promotion. For this inspection, a specialized monitoring agency can be entrusted to conduct tracking and investigation.

(3). Track the bidding and study whether the other party has placed a bid with Google. Generally this keyword can be fed back from the website's SEO research.

(4). Monitoring of other promotion models.

2. The appearance of the website.

1. The structure and columns of the website.

Website structure and columns are the best way to examine the thinking of a website operator. The most frequently updated areas are of course the focus of website operations. The structure and framework of the website show the thinking and depth of the website operator.

2. Website homepage design.

The homepage of a website is the part where the website spends the most energy. The arrangement and structure of the homepage of the website must be put into the perspective of the viewer. Which of the competitors' settings are reasonable, which are unreasonable, and which can be moved over? Regarding the idea of ??homepage design, KEE will arrange for the website planner in the KEE team to write an article describing how the homepage should be planned from the perspective of customer psychology and culture. It will be sent out later to share with everyone.

3. Website implementation technology.

How difficult is it to implement the website? Is there any alternative technology?

Although many people like to use PHP or JSP to complete the system, experts prefer to use ASP+DIV+CSS+AJAX. This combination has many benefits, such as low implementation cost and low demand for talents. There is no best system, only the most suitable system. Which system to choose depends on your actual situation.

4. Website content.

I have always believed that the editor’s thoughts are the most important to a website. Websites without ideas can be copied at will. Who doesn’t know how to do the ctrl-a, ctrl-vctrl-c modes? I have always had a negative attitude towards DIG websites. There is a metaphor, the Internet is a garbage dump, there are a lot of recyclable things in it, someone goes in and scrapes it, and then collects a lot back, piles it up in another garbage pile in no order, and then tells others, you come up Grill it. The Internet can be devoid of ideas and logic, but knowledge must be thoughtful, systematic and logical. Website operators with such ideas are the most terrifying and worthy competitors. Where I come from, where I want to go, and what I want to do, this is the thinking of website operation.

5. Website backend and website user experience (UE).

7. ALEXA performance of the website.

8. Website security.

9. Website customer service.

3. The internal structure and management of the website.

Monitoring of website organizational structure and investment budget. For the organizational structure of competitors, you can track major recruitment websites for in-depth research. From the recruitment information published by major recruitment websites, you can find a lot of secrets of competitors. It depends on whether you have this thought and insight.

On the Internet, you can find what you need, it depends on whether you have enough aura. It's strange that others know so many of her secrets. In fact, simply using fragments of her own words, a complete image can be spelled out on the website. Search engines are fragments regenerators. Make good use of search engines, this is the age of learning. Knowing what users come to do, how to guide users to stay on the website longer, and then let users find what they need as soon as possible, and how to guide users to buy their own products, are things that every website operator must consider. There are many user experience theories. You can check out the bad guys’ blogs.

Analyzing competitors' websites is a very important SEO skill, because from your competitors' websites you can see how your website needs to be optimized in the next step and where your own website is lacking. zj shares how he analyzes competitor websites. (Just my personal opinion, please give me more advice if I have any shortcomings) 1. Analyze the website title, description and mate tags. After getting a website, zj likes to look at the title and source code of this website, and look at other people's titles and descriptions from inside. How it is written. Everyone knows that a good description can give a very friendly impression to a spider. Of course, labels are also important. I have seen many people's zbolg without the mate tag before. Since zblog does not have it, I am too lazy to change the program. 2. The website’s backlinks and inclusions. You can use tools to check the website’s backlinks and inclusions. For backlinks, look at where others usually send outlinks and which platforms have a large number of outbound links. You can organize and record these yourself. Checking the website that the website is included in is to prepare for looking at the internal structure of the website. Take a look at how the internal pages are collected and when the snapshots are usually updated. 3. View the internal structure of the website. This is zj’s preferred method. I like to view the internal structure of a website after getting it. The main thing is to look at the structure of the website, so that you can see the traces of optimization on the website, which can be regarded as gaining some optimization experience for yourself. 4. Look at the internal links. This one is almost the same as the internal structure, but the difference is that you can see the process of the spider on his website by looking at the internal links. You can also use tools to simulate it to see if you can browse the entire website smoothly. .