通过技术 SEO 恢复电子商务网站性能：TotalHomeSupply.com 案例研究
技术
- 平台即服务 (PaaS) - 应用开发平台
适用功能
- 质量保证
用例
- 交通监控
- 交通模拟
服务
- 测试与认证
关于客户
TotalHomeSupply.com (THS) 是一个电子商务网站，为家庭和企业提供各种产品。他们的库存包括空调、加热器、壁炉和电器。最初，他们使用 Volusion 作为电子商务和购物车平台，这是适合其业务规模的解决方案。然而，随着库存的扩大和站点定制需求的增加，他们需要更先进的企业解决方案。这导致他们迁移到 Mozu，这是他们已经使用的 Volusion 平台的更强大版本。尽管迁移后遇到了最初的挑战，THS 仍致力于提高其网站的性能并增强客户的购物体验。
挑战
TotalHomeSupply.com (THS) 是一家为家庭和企业销售产品的电子商务网站，其电子商务平台 Volusion 面临着重大挑战。随着库存的增长和站点定制需求的增加，他们需要更强大的企业解决方案。他们决定迁移到 Mozu，这是 Volusion 的更高级版本。然而，迁移后，THS 的自然流量和交易量大幅下降。有机流量历来占访问量的 65% 以上和所有转化的 40% 以上，但现在下降了近 35%。交易量下降了 21%。尽管转化率提高了 24%，但总体收入却下降了 7%。进一步分析显示，类别页面的流量下降了 25%，产品页面的流量下降了 50% 以上。此次迁移恰逢 Google 推出 Panda 4.2，这使情况进一步复杂化。
解决方案
为了解决这些问题，THS 发现并修复了 Mozu 平台内的技术缺陷，这些缺陷导致该网站无法被有效索引。最大的问题是类别页面分页，它需要执行 JavaScript 并且不会被 Google 抓取。 THS 与 Mozu 合作，将 JavaScript 加载的分页 URL 更新为静态分页 URL，并向其 robots.txt 文件添加了“NOINDEX”规则。这使得产品页面更容易被抓取，并将分页 URL 排除在索引之外。除了解决技术问题外，THS 还专注于提高内容质量。他们修剪了 100 多个类别页面和 1,000 多个含有低质量内容的产品页面。他们改进了剩余类别页面的关键字定位和内容质量，并重写了大多数剩余产品页面的产品页面副本。
运营影响
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