4

E-mail: duanyang@swust.edu.cn


4 6 7
8

4.6

Google

Google
Google

Google

4.6

Google AdWords

4.6.1
4.6.1.1

2006 2

Google

4.6.1
4.6.1.2 Google
1 Google
Google

1~2

Google

10

4.6.1
4.6.1.2 Google
2 Google
Google AdWords
Google

Google

Google
AdWords

Google
AdWords

Google

Google

4.6.1
4.6.1.3 Google

Google

Google Google
8

Google

4.6.2
1

2
Cost-Per-Click CPC

0.3 Google

4.6.2
4

7
URL

4.6.2
8

10

4.6.2

Google

Google

4.6.3
4.6.3.1

1
1

2
Click Forensics Click Fraud
Index

88%

4.6.3
4.6.3.1
2

3
Hitbot

2006 2 4.51
60%

4.6.3
4.6.3.2

CNNIC 2006 9 2006

5.1% 2005 6
iCrossing 56%

4.6.3
4.6.3.3

4.6.3
4.6.3.4

Google
www.googlest.com
300

4.6.4
4.6.4.1
1

4.6.4
4.6.4.1
2

Yahoo MSN Google
Google

Google
Google

4.6.4
4.6.4.1
3
1

4.6.4
4.6.4.1
3

Google

Google AdWords

Google

4.6.4
4.6.4.1

4.6.4
4.6.4.1
4

4.6.4
4.6.4.2
1

Google

4.6.4
4.6.4.2
2

Google 0.5%
0.3%
2

4.6.5
1

URL
SEO

4.6.5
2

4.7

4.7

4.7.1

4.7.1

50%
80%
20%

20%

2~3
5

Danny Sullivan 100

Overture

4.7.1

Google

Google AdWords AdSense

Google 20%

http://www.marketingman.net/zhuanti53_traffic.htm

4.7.2
1
iProspect www.iprospect.com
2002 11 75%
56.6% 2
16% 2006 4
iProspect Jupiter Research
62%
1 2004 60% 2002 48%
90% 3 1

4.7.2
2
1
2006 4 iProspect Jupiter Research 41%
1 12%
3
%
1
3

41

88
2

27

20

16

25

12
3
2

4.7.2
2
3

3
iProspect 52.1%
27.2%
7.5%

4 90%
5

4.7.2
3
OneStat.com

3
7

2004 7

2005 7

16.6

13.4

33

29.6

26

27.6

14.8

16.2

4.8

Google

Google
Google

4.8.1

4.8.2

3
1

3

URL

4.8.3
4.8.3.1
1
WebSideStory 2006 1~8 20
B2C
3.4%
3.13%

1.5

4.8.3
4.8.3.1
2
Atlas Institute 2006 4 11
22%
22%
3

4.8.3
4.8.3.2
www.goodguys.com

Best Sellers Recommended Items

/
/

4.8.3
4.8.3.2
2

4

E-mail

4.8.3
4.8.3.3

Baidu Google

Google

Google

4.8.3
4.8.3.3
1 Google
Google Google Sitemaps
google
XML Google
Google Google Sitemaps

Google
Google Sitemaps

4.8.3
4.8.3.3
2 Google

Google
Google
Webmaster Central
http://www.google.co
m/webmasters

Google

4.8.3
4.8.3.3
3 Google
Google info:yoursite.com

4.8.3
4.8.3.3
4 Google
Google Google
Analytics
http://www.google.com/analytics/
Google Urchin Stats
Google

cookie
Google
Analytics

page
views

4.8.3
4.8.3.3
5 Google
Google Analytics
AdWords
Conversion University

Driving Traffic

4.8.3
4.8.3.3
Googl

Google

Google AdSense