Mumazuva ekutanga ewebhu, bhaa yekutsvaga yaive yeumbozha, yakawedzerwa kune saiti kana yangove "yakakura kwazvo" kufamba nekudzvanya. Takaitora senge indekisi kuseri kwebhuku: rondedzero chaiyo, yearufabheti yemashoko ainongedzera kumapeji chaiwo. Kana wanyora izwi chairo rakashandiswa nemunyori, wawana zvawaida. Kana iwe usina, wakasangana ne "0 Mhedzisiro Yakawanikwa" skrini yainzwa kunge dhijitari yakafa. Makore makumi maviri neshanu gare gare, tichiri kuvaka mabara ekutsvaga anoita semakadhi ekuma1990s, kunyangwe vanhu vari kuashandisa vakaiswa patsva. Nhasi, kana mushandisi asvika pane yako saiti uye asingawane zvavanoda mukufamba kwepasirese mukati memasekondi, havaedze kudzidza taxonomy yako. Vanonanga kubhokisi rekutsvaga. Asi kana bhokisi iro rikavakundikana, uye richida kuti vashandise izwi rako chairo remhando, kana kuvaranga nekuda kwetaipa, vanoita chimwe chinhu chinofanira kuita kuti mugadziri wese weUX akamuke husiku. Vanosiya saiti yako, voenda kuGoogle, vonyora saiti:yourwebsite.com [mubvunzo]. Kana, zvakatonyanya kuipa, vanongonyora mubvunzo wavo uye vanopedzisira vasvika pawebhusaiti yemukwikwidzi. Ini pachangu ndinoshandisa Google pamusoro pekutsvaga kwesaiti nguva dzese. Iyi ndiyo Saiti-Search Paradox. Munguva yatine data rakawanda uye maturusi ari nani kupfuura nakare kose, zvatinosangana nazvo mukati mekutsvaga kwemukati kazhinji hazvina kunaka zvekuti vashandisi vanosarudza kushandisa matrillion-dollar einjini yekutsvaga yepasi rose kuti vawane peji imwe chete panzvimbo yepanzvimbo. SeVagadziri veRuzivo uye vagadziri veUX, isu tinofanirwa kubvunza, nei "Big Box" ichikunda, uye tingadzosa sei vashandisi vedu? Iyo "Syntax Mutero" Uye Rufu rweMachisi chaiwo Chikonzero chikuru chekutsvagisa saiti chinokundikana ndicho chandinodaidza kuti Syntax Mutero. Uyu ndiwo mutoro wekuziva watinoisa kune vashandisi kana tichida kuti vafembere iwo chaiwo tambo yemavara atashandisa mudura redu. Tsvagiridzo yakaitwa neOrigin Kukura paKutsvaga vs Navigate inoratidza kuti ingangoita 50% yevashandisi vanoenda vakananga kubhawa yekutsvaga pavanosvika pane saiti. Semuenzaniso, kana mushandisi akaisa "sofa" munzvimbo yefenicha yakaisa zvese pasi pe "masofa," uye saiti haina kudzoka, mushandisi haafunge, "Ah, ndinofanira kuyedza izwi rinofanana." Vanofunga, "Saiti ino haina zvandinoda." Uku kutadza kweRuzivo Architecture (IA). Isu takavaka masisitimu edu kuti aenderane netambo (chaiyo kutevedzana kwemavara) pane zvinhu (pfungwa dziri kuseri kwemazwi). Patinomanikidza vashandisi kuti vaenderane nemazwi edu emukati, isu tiri kubhadharisa simba ravo repfungwa.
Chikonzero nei Google Inohwina: Haisi Simba, Zviri Mukati Zviri nyore kukanda maoko edu kumusoro tichiti, "Hatigone kukwikwidza nehuinjiniya hweGoogle." Asi kubudirira kweGoogle hakusi kwesimba rakasviba chete; ndezvekunzwisisa kwemamiriro ezvinhu. Nepo isu tichiwanzobata kutsvaga sechinhu chehunyanzvi, Google inoitora seIA dambudziko. Dhata kubva kuBaymard Institute inoratidza kuti 41% ye-e-commerce saiti inotadza kutsigira kunyangwe zviratidzo zvekutanga kana zvipfupiso, uye izvi zvinowanzo tungamira kune vashandisi kusiya saiti mushure mekutadza kumwe kuedza kutsvaga. Google inohwina nekuti inoshandisa kusimudzira uye kumisa - IA matekiniki anoziva "kumhanya" uye "kumhanya" chinangwa chimwe chete. Kutsvaga kwemukati kwakanyanya "mapofu" kune ino mamiriro, kubata "Running Shoe" uye "Running Shoes" sezvikamu zvakasiyana zvachose. Kana yako saiti yekutsvaga isingakwanise kubata zviri nyore zviperengo kana zvakajairwa zvisirizvo, urikubhadharisa vashandisi vako mutero wekuve munhu.
Iyo UX ye "Zvichida": Kugadzira Kune Probabilistic Mhedzisiro Muchinyakare IA, isu tinofunga mumabhinari: Peji ingave iri muchikamu, kana kuti haisi. Mhedzisiro yekutsvaga ingave yakafanana kana kuti haina. Kutsvaga kwemazuva ano, uko vashandisi vanotarisira ikozvino, kunogoneka. Inobata mu "confidence levels." Sekureva kweForresters, vashandisi vanoshandisa kutsvaga vane mukana wekuti vatendeuke kakapetwa ka2-3 pane vasingaite, kana kutsvaga kuchishanda. Uye 80% yevashandisi ve-e-commerce masaiti vanobuda pasaiti nekuda kwekutadza kutsvaga mhinduro. Sevagadziri, isu hatiwanzo gadzira zvepakati. Isu tinogadzira peji re "Zvawanikwa" uye "Hapana Mhedzisiro" peji. Isu tinosuwa iyo inonyanya kukosha mamiriro: Iyo "Waireva Here?" State. Iyo yakanyatsogadzirwa yekutsvaga interface inofanirwa kupa "Fuzzy" machisi. Panzvimbo peinotonhora "0 Zvawanikwa" skrini, isu tinofanirwa kunge tichishandisa metadata yedu kuti, "Hatina kuzviwana mu 'Electronics,' asi isu takawana machisi matatu mu'Zvishandiso'." Nekugadzira "Zvichida," tinogona kuchengetedza mushandisi mukuyerera. Nyaya Yechidzidzo: Mutengo We "Zvisingaoneki" Zviri mukati Kuti unzwisise kuti sei IA iri mafuta eiyo injini yekutsvaga, tinofanira kutarisa kuti data yakarongeka sei kuseri kwezviitiko. Mumakore angu e25 ekudzidzira, ndakaona kuti "kuwanikwa" kwepeji kunosungirirwa zvakananga kune metadata yayo yakarongeka. Funga nezveimwe kambani hombe yandakashanda nayo yaive nemagwaro ehunyanzvi anodarika 5,000. Tsvakiridzo yavo yemukati yaidzosera mhedzisiro isina basa nekuti "Title" tag yegwaro rega rega yaive nhamba yemukati yeSKU (semuenzaniso, "DOC-9928-X") kwete zita rinoverengwa nemunhu. Nekuongorora zvinyorwa zvekutsvaga, takaona kuti vashandisi vaitsvaga "gwaro rekuisa." Nekuti mutsara iwoyo hauna kuoneka muSKU-based zita, injini yakafuratira mafaera akakosha. Takaita Controlled Vocabulary, yaive seti yematemu akamisikidzwa airatidza maSKU kumutauro wevanhu. Mukati memwedzi mitatu, iyo "Exit Rate" kubva papeji yekutsvaga yakadonha ne40%. Iyi yakanga isiri algorithmic kugadzirisa; yaive IA kugadzirisa. Zvinoratidza kuti injini yekutsvaga yakangonaka semepu yatinopa. Mutauro Wemukati Mukaha Mumakumi maviri emakore angu muUX, ndakaona dingindira rinodzokororwa: zvikwata zvemukati zvinowanzotambura ne "Kutukwa kwezivo." Tinova takanyura mumashoko edu emakambani, kana dzimwe nguva anonzi bhizinesi jargon, zvekuti tinokanganwa kuti mushandisi haataure mutauro wedu. Ndakamboshanda neimwe sangano rezvemari yakange yaomerwa nekufona kwakanyanya kunzvimbo yavo yerubatsiro. Vashandisi vainyunyuta kuti havana kuwana ruzivo rwe "chikwereti chekubhadhara" pane saiti. Patakatarisa matanda ekutsvaga, "chikwereti chekubhadhara" yaive #1 yakatsvaga izwi rakakonzera zero hits. Sei? Nekuti chikwata cheIA chesangano chakange chanyora peji rega rega rakakodzera pasi pezita rekuti "Kuburitswa Kwechikwereti." Kubhangi, "kubhadhara" kwaiva maitiro, asi "Kusunungurwa Kwechikwereti" kwaiva gwaro repamutemo raiva "chinhu" mudhatabhesi. Nekuti injini yekutsvaga yaitsvaga tambo dzehunhu chaidzo, yakaramba kubatanidza kudiwa kwemushandisi nemhinduro yepamutemo yekambani. Apa ndipo panofanira kuita nyanzvi yeIA kuita semuturikiri. Nekungowedzera "kubhadhara chikwereti" seyakavanzika metadata kiyi kune mapeji eChikwereti Release, takagadzirisa dambudziko rekutsigira remamiriyoni emadhora. Takanga tisingadi sevha inokurumidza; taida mitero inonzwira tsitsi. Iyo 4-nhanho Site-search Audit Framework Kana iwe uchida kutorazve bhokisi rako rekutsvaga kubva kuGoogle, haugone "kuriseta wokanganwa." Unofanira kubata kutsvaga sechigadzirwa chipenyu. Heino chimiro chandinoshandisa kuongorora nekugadzirisa zviitiko zvekutsvaga: Chikamu chekutanga: Iyo "Zero-mhedzisiro" Odhita Dhonza zvinyorwa zvako zvekutsvaga kubva pamazuva makumi mapfumbamwe apfuura. Sefa mivhunzo yese yaunza zero zvawanikwa. Unganidza izvi muzvikamu zvitatu:
Chokwadi gapsZviri mushandisi anoda zvausingangove nazvo (chiratidzo chechikwata chako chehurongwa hwemukati). Mhaka yemazwi anoreva zvakafananaZvauinazvo, asi zvinotsanangurwa nemazwi asingashandisi mushandisi (semuenzaniso, "Sofa" vs "Sofa"). Mushandisi ari kutsvaga "vhidhiyo" kana "PDF," asi kutsvaga kwako kunongoratidza zvinyorwa zveHTML.
Chikamu chechipiri: Kutsvaga Chinangwa Mepu Ongorora mibvunzo makumi mashanu yepamusoro. Ndivo Navigational (vachitsvaga peji chaiyo), Ruzivo (uchitsvaga "kuita sei"), kana Transactional (uchitsvaga chimwe chigadzirwa)? Yako yekutsvaga UI inofanirwa kutaridzika zvakasiyana kune yega yega. Tsvagiridzo yekufamba inofanirwa "Kurumidza-Link" mushandisi zvakananga kwairi kuenda, ichipfuura peji remhedzisiro zvachose. Chikamu chechitatu: Iyo "Fuzzy" Matching Test Kusanyora zvisizvo zvigadzirwa zvako zvepamusoro gumi. Shandisa zviperengo zvezvizhinji, zvakajairika, uye zviperengo zvekuAmerica zvichipikisana neBritish English (semuenzaniso, “Muvara” maringe ne“Muvara”). Kana kutsvaga kwako kukatadza bvunzo idzi, injini yako inoshaya "stemming" rutsigiro. Ichi ndicho chinodiwa chehunyanzvi chaunofanira kutsigira kune chako mainjiniya timu. Chikamu chechina: Kuongorora uye kusefa UX Tarisa peji rako remhinduro. Inopa masefa ane musoro here? Kana mushandisi akatsvaga "shangu," vanofanirwa kuona mafirita eSize uye Ruvara. Masefa egeneric anogona kunge akaipa sekusina mafirita. Kutorazve Bhokisi Rekutsvaga: Strategy yeIA Nyanzvi Kuti timise kubuda kuenda kuGoogle, isu tinofanirwa kuenderera mberi kwe "Bhokisi" uye titarise scaffolding. Danho A: Shandisa semantic scaffolding.Usangodzorera rondedzero yezvinongedzo. Shandisa IA yako kupa mamiriro. Kana mushandisi achitsvaga chigadzirwa, varatidze chigadzirwa, asi varatidzewo bhuku rekushandisa, iyo FAQs, uye zvikamu zvinoenderana. Iyi yekutsvaga "yakabatana" inotevedzera mashandiro anoita uropi hwemunhu uye mashandisiro anoita Google. Danho B: Rega kuva muraibhurari, tangakuva concierge.Mutariri weraibhurari anokuudza chaizvo pane bhuku riri pasherufu. Concierge inoteerera kune zvaunoda kuzadzisa uye inokupa kurudziro. Bhara rako rekutsvaga rinofanirwa kushandisa kufanotaura zvinyorwa kwete kungopedzisa mazwi, asi kuratidza zvinangwa. Kushandisa Google-powered Search Bar Kushandisa "Google-powered" yekutsvaga bar, sezvinoonekwa paYunivhesiti yeChicago webhusaiti, ichokwadi kubvuma kuti sangano remukati resaiti rave rakanyanya kuomarara kuti rikwanise kubata. Kunyangwe iri kukurumidza "kugadzirisa" kumasangano makuru kuona kuti vashandisi vanowana chimwe chinhu, kazhinji isarudzo isina kunaka kumabhizinesi ane zvakadzama zvemukati.
Nekupa basa rekutsvaga kuGoogle, unopa ruzivo rwemushandisi kune yekunze algorithm. Iwe unorasikirwa nekukwanisa kusimudzira zvigadzirwa, unofumura vashandisi vako kune wechitatu-bato ads, uye unodzidzisa vatengi vako kuti vasiye ecosystem yako nguva yavanoda rubatsiro. Kune bhizinesi, kutsvaga kunofanirwa kunge kuri nhaurirano yakasarudzika inotungamira mutengi kune chinangwa, kwete generic runyoro rwezvinongedzo zvinovasundira kumashure kuwebhu yakashama.
Iyo Nyore Kutsvaga UX Cheki Heino chinyorwa chekupedzisira chekutarisa paunenge uchivaka ruzivo rwekutsvaga kune vashandisi vako. Shanda nechikwata chako chechigadzirwa kuti uve nechokwadi chekuti uri kudyidzana nenhengo dzechikwata chaidzo.
Kill the dead-end. Usambofa wakangoti "Hapana zvawanikwa." Kana mutambo chaiwo usipo, kurudzira chikamu chakafanana, chigadzirwa chakakurumbira, kana nzira yekubata nayo rutsigiro. Gadzirisa "inenge" machisi.Iva nechokwadi chekuti kutsvaga kunogona kubata akawanda (se "chirimwa" vs. "zvinomera") uye zvakajairika typos. Vashandisi havafanirwe kurangwa nekutsvedza kwechigunwe. Fanofanotaura chinangwa chemushandisi Taura semunhu.Tarisa pane zvaunotsvaga kuti uone mazwi anoshandiswa nevanhu. Kana vakanyora "sofa" uye iwe uchiti "sofa," gadzira bhiriji kumashure kuti vawane zvavanoda zvakadaro. Smart kusefa.Ratidza mafirita akakosha chete. Kana mumwe munhu akatsvaga "shangu," varatidze saizi uye mafirita emavara, kwete runyoro rwegeneric runoshanda kune yese saiti. Ratidza, usangonyora.Shandisa zvidhoma zvidiki uye mavara akajeka mumibairo yekutsvaga kuitira kuti vashandisi vaone mutsauko pakati pechigadzirwa, blog post, uye chinyorwa chekubatsira nekungotarisa. Speed kuvimba.Kana kutsvaga kuchitora nguva inodarika sekondi, shandisa animation yekuisa. Kana ikanyanya kunonoka, vanhu vanobva vangodzokera kuGoogle. Tarisa "kutadza" logs.Kamwe pamwedzi, tarisa izvo vanhu vakatsvaga izvo zvakadzosa zero zvawanikwa. Iyi ndiyo yako "yekuita-rondedzero" yekugadzirisa yako saiti kufamba.
Mhedziso: Bhara Rekutsvaga Inhaurirano Bhokisi rekutsvaga ndiyo chete nzvimbo pane yako saiti apo mushandisi anotiudza chaizvo, mumashoko avo, zvavanoda. Patinotadza kunzwisisa mazwi iwayo, patinorega "Bhokisi Guru" reGoogle richitiitira basa, hatisi kungorasikirwa nekuona peji. Tiri kurasikirwa nemukana wekuratidza kuti tinonzwisisa vatengi vedu. Kubudirira muUX yemazuva ano hakusi kwekuve nezvakawanda zvemukati; ndezvekuva nezvinhu zvinonyanya kuwanikwa. Yave nguva yekumisa mutero vashandisi kune yavo syntax uye kutanga kugadzira yavo vavariro. Nekufamba kubva patambo yekufananidza kuenda kunzwisiso ye semantic, uye nekutsigira injini dzedu dzekutsvaga nerobust, human-centering Information Architecture, tinogona pakupedzisira kuvhara mukaha.
