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/*!
Theme Name: umigame
Theme URI: http://underscores.me/
Author: Underscores.me
Author URI: http://underscores.me/
Description: Description
Version: 1.0.0
Tested up to: 5.4
Requires PHP: 5.6
License: GNU General Public License v2 or later
License URI: LICENSE
Text Domain: hp
Tags: custom-background, custom-logo, custom-menu, featured-images, threaded-comments, translation-ready
This theme, like WordPress, is licensed under the GPL.
Use it to make something cool, have fun, and share what you've learned.
hp is based on Underscores https://underscores.me/, (C) 2012-2020 Automattic, Inc.
Underscores is distributed under the terms of the GNU GPL v2 or later.
Normalizing styles have been helped along thanks to the fine work of
Nicolas Gallagher and Jonathan Neal https://necolas.github.io/normalize.css/
*/
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ウミガメ株式会社【SEO担当者必見】SEO分析の重要性と対策!おすすめのツールもご紹介! | ウミガメ株式会社 SEO対策

主にWebマーケティングで活動しているとSEOという言葉が耳に入ってきます。Webサイトを多くの人に見てもらうためには、SEO分析が重要です。SEO分析は多くの企業が取り組んでおり、今では必須環境といえるでしょう。
SEO分析とは

SEOは検索エンジン最適化(Search Engine Optimization)の略です。SEO対策ともよばれます。SEO分析とは、SEO対策の効果を測定・評価し、Webサイトの検索エンジンのランキングを改善するための分析手法です。SEO分析により、Webサイトの内容や構造、キーワード選定などが適切に行われているかを判断し、必要に応じて改善策を立てます。
SEO分析はいろいろなデータを集めて調査する必要があります。SEO分析は主に4種類に分けられ、どれも非常に重要です。それぞれ、順にご紹介します。
1.競合分析
競合分析とは、自社にとって競合であるライバル社のWebサイトを分析することです。主に、検索上位にある競合サイトのインデックス数やコンテンツの情報量、ドメインパワーなどを分析します。競合分析のメリットは、以下の4つです。
- 消費者ニーズを理解できる
- 自社サービスの価値を測れる
- 事業戦略の精度を高められる
- 今後の事業戦略の精度を高められる
競合分析をすることで、ビジネス全体のトレンド把握にもつながるため、最低でも1年に1回のペースで行うとよいでしょう。
2.自社分析
自社分析とは、その名のとおり自社サイトの分析をすることです。自社の「市場・顧客」「競合」などを分析し、自社の経営戦略を立てていきます。
自社の状況を理解するために必要なフレームワークに「SWOT分析」があります。SWOT分析のSWOTは、Strength(長所)、Weakness(短所)、Opportunity(機会)、Threat(脅威)の頭文字を取ったものです。これらを用いて、実際に必要になるであろう戦略を見つけ出していきます。
3.ユーザー分析
ユーザー分析とは、ユーザーの行動を分析することです。ユーザー分析ではWebサイトにアクセスしたユーザーの行動パターンや、考えを知ることができます。自社サービスの売り上げアップや顧客獲得を促すためには、ユーザーの視点に立って分析を行うことが重要です。ユーザーが何を求めているのかがわかれば、よりユーザーの気持ちを理解して対策に取り組むことができます。
とはいえ、ユーザー一人ひとりに話を聞くことがユーザーを分析する方法ではありません。ユーザーも自分の行動を詳しく説明できるわけではないためです。実際の方法は、ユーザー分析ツールを利用し、ユーザーの行動を数値化して仮説を立てて分析します。
ユーザー分析をすることによって、顧客一人ひとりを把握することが可能です。それぞれのユーザーの求めているものがわからなければ、すべて推測での施策になってしまい、売り上げアップにはつながりません。売り上げアップのためには、ユーザー分析をすることが必要なのです。
4.検索エンジンの分析
検索エンジンの分析とは、GoogleやYahoo! JAPANなどの検索エンジンが評価しているサイトとコンテンツはどのようなものなのか把握し、分析することです。検索エンジンでは、検索回数(検索ボリューム)を確認することもできます。ここで得られたものを自社のサイトに反映させることで、検索順位の上昇やユーザーの増加につながるのです。
SEO分析において必ずやるべき対策

SEO分析で重要なことを4つご紹介しましたが、続いて必ずやるべき対策を3つご紹介します。
検索クエリ
検索クエリとは、GoogleやYahoo! JAPANなどの検索エンジンにユーザーが入力したキーワードのことをいいます。クエリ(query)はIT専門用語で「問い合わせ(処理要求)」を意味する言葉です。
つまり、検索クエリは、検索して何かを知りたいという意味で、ユーザーの検索意図を知ることができます。SEOでは、ユーザーが知りたい内容と自社のコンテンツが合っているのかを分析することは、非常に重要です。
サイトスピード
サイトスピードは、Webサイトが表示される速度を指す言葉です。ページが読み込まれる速度や、画像やテキストなどの要素が表示される速度など、Webサイトのパフォーマンス全体を表しています。検索エンジンから高い評価を得るために重要な指標といえるでしょう。
サイトスピードが速いWebサイトは、利便性やユーザーの満足度が高いです。逆に、サイトスピードが遅いと訪問者が離れやすく、SEOに悪影響を及ぼします。実際にGoogleがサイトスピードを「検索のランキング要素として使用している」と明かしているのです。
ただし、SEOに悪影響を及ぼす場合は「ユーザーがかなり遅いと感じるようなページのみ」であるということも明かしています。
そのほかにも、サイトスピードが速ければ、コンバージョンの獲得にもよい影響が現れるでしょう。コンバージョンとは転換など、変えるという意味をもつ単語ですが、ここではWebサイトの成果のことを指します。コンバージョン数を増やすためには、集客方法やWebサイトの内容などを改善することが効果的です。
サイトスピードは速いに越したことはなく、遅すぎるとSEOに悪影響を及ぼすため、重要な指標です。
アクセス数
アクセス数が多いほど多くのユーザーに閲覧されているため、検索エンジンから高い評価を受けます。また、アクセス数は解説ツールを使って解析されています。代表的な解析ツールはGoogle Analytics(グーグルアナリティクス)です。どのような人がサイトに訪れるのか、サイト内ではどのようなことを調べているのかなどを確認することが可能です。
売り上げやユーザー数を多くするために、アクセス数を増加させることを目標にする場合もあります。
アクセス数はあくまで数値であるため、それだけを頼りにするのはよくありませんが、さまざまな改善点や自社サイトの強みを見つけられる、検索サイトに評価されている記事を理解できるなど、重要な数値です。
競合サイト分析
競合サイト分析は、ライバルになる競合サイトを分析することです。成果が出ている競合サイトは、どのようなことをしているのか理解して、自社サイトに繋げて改善することが可能です。アクセス数や検索キーワード、サイトに訪れたユーザーの滞在時間、流入経路が競合サイト分析で見るべき指標です。
競合サイトを見つけるには、ユーザーの需要を反映している検索ワードを利用するのがおすすめの方法です。自社のターゲットになるユーザーが検索しそうなワードを検索して、扱っている商品が似ているのは競合サイトの可能性があります。検索結果で上位10位前後までのサイトをすべて見れば、競合サイトがある程度絞られてきます。
自社サイトを立ち上げたいとき、改善したいときは競合分析が必要です。競合サイトには情報がたくさんあるので、分析することをおすすめします。
SEO分析ツールでできること

SEO分析ツールは、SEO対策のためのデータを収集して、そのデータを分析するシステムプログラムのことを指します。分析ツールはさまざまな企業から提供されていますが、収集したいデータの種類によってツールを使い分ける必要があるのです。
SEO分析ツールには、無料のものと、有料のものがあります。無料版は、データ収集が中心で、データの収集数に制限があるものが多いです。有料版では無料版で利用できる機能に加えて、グラフやチャートに分析結果を表示できたり、自社のデータベースを利用して分析・提案をしてくれたりするなど、さまざまなサービスがあります。ほかにも、有料版の中には複数のデータを収集できるツールもあります。
SEO分析ツールの導入を検討している方は、自社のサイトの規模や予算などを把握して、事前にSEO対策の目的を決めておくことが重要です。
おすすめの無料・有料SEO分析ツールをご紹介

ここでは、おすすめのSEO分析ツールを無料版・有料版に分けて、いくつかご紹介します。
無料版
まず、無料で利用できるSEO分析ツールを2つご紹介します。

1つ目は、アクセス数の解析にてご紹介した、Google Analytics(グーグルアナリティクス)です。
Google Analyticsは、Webサイトに訪れたユーザーの行動を分析してくれます。さらに、ユーザーの年齢層や住んでいる地域を把握することも可能です。具体的な機能には、Webサイトに訪れたユーザーのアクセス経路を確認できる、Webサイトのコンバージョンを把握できることが挙げられます。
ターゲットとなるユーザーやWebサイトの方向性を確認できる材料となるため、利用するべきおすすめの分析ツールです。

2つ目は、Google Search Console(グーグルサーチコンソール)です。
Google Search Consoleは、Webサイトの掲載順位に関する監視・改善・管理を行ってくれます。具体的な機能には、Google上で問題点を検出してくれるなどがあります。
Google Search ConsoleはSEO対策をGoogleで想定している場合、サイトにアクセスする人を取りこぼさないための重要な分析ツールです。
有料版
次に、有料で利用できるSEO分析ツールを3つご紹介します。

1つ目は、MIERUCA(ミエルカ)です。
このツールは、コンテンツSEO対策ツールで、月額150,000円から利用可能です。具体的な機能には、関連キーワードを自動で抽出・分類する、Webサイトページの熟読・離脱・クリックできる部分を視覚的にわかりやすく表示するなどがあります。
検索順位の上位を目指すために足りない部分を発見できるツールです。

2つ目は、Nobilista(ノビリスタ)です。
このツールは、OSを問わずパソコンへのインストール不要で使える、クラウド型の検索順位チェックツールになります。スマホやタブレットでも利用できます。
検索順位をログインせずに毎朝自動で計測してくれる機能や、変動があればメールでお知らせしてくれる機能、自社サイトと競合サイトを比較してくれる機能など、分析に役立つ機能が多くあります。
Webサイトのリンクとキーワードさえ登録すれば、365日完全自動で検索順位の計測・記録ができるアプリです。パーソナルプランの月額費用は980円からですが、7日間無料で利用可能なトライアル期間が設けられているため、少しでも気になる方は試しに利用するとよいでしょう。

3つ目は、Pascal(パスカル)です。
Pascalは、SEO内部対策ツールで、自社WebサイトのSEO対策ができるだけでなく、コンテンツのSEO対策としても活用できます。月額費用はプランによって異なり、50,000円から契約可能です。検索エンジンで上位30〜50位に表示されている内容をリアルタイムで確認できる機能や、検索順位に影響するものを分析できる機能があります。
自社のWebサイトやコンテンツの改善点を見つけることができるでしょう。
SEO分析において最低限押さえておきたい指標

SEO分析はやるべきことが多くあります。加えて、コストや時間もかかるでしょう。
ここでは、SEO分析が難しいと感じた人でも、最低限押さえておきたい指標を4つご紹介します。
インプレッション数(表示回数)
インプレッション数(表示回数)とは、自社のWebサイトリンクが、ユーザーの検索画面に表示される回数のことです。ユーザーの目に触れたらカウントされるわけではなく、あくまで表示されたら1カウントされます。
インプレッション数が低い場合は、検索順位が2ページ目以降にある、対策キーワードが少ないなどが原因として考えられます。表示される回数が低くなるとサイトにアクセスしてもらえなくなるため、早急に改善するべき数字です。
PV数(閲覧数)
PV数(閲覧数)とは、記事が読まれた回数のことを指します。一人のユーザーが2ページ分の記事を読んだとき、PV数は2とカウントされます。
PV数と間違えやすいものが、セッション数です。セッション数は、一人のユーザーがWebサイト内での行動がすべて終わるまでカウントされないため、どれだけページを開いてもセッション数は1です。PV数が増えれば、Webサイトを閲覧するユーザー数が増えるため、売り上げアップにつながりやすくなるでしょう。
CTR(クリック率)
CTR(クリック率)とは、検索結果にWebサイトが表示され、それをクリックした割合のことを指します。記事の中にある内部リンクもクリック率の対象です。
CTRが高ければ、記事の中にある内部リンクもクリックされることが多くなり、一定数以上の問い合わせが見込めます。売り上げアップを目指すときは、必ず見るべき指標です。
CVR(成約率)
CVR(成功率)とは、クリック数に対し、どれだけ問い合わせなどの成果に結びついているのか確認できる指標のことをいいます。CVRを改善することで、売り上げを伸ばすこともできるでしょう。
CVRが悪ければ、サービスの質が低いと判断され、多くの見込み客を失います。そのため、CVRの改善は売り上げや問い合わせに最も影響する重要な指標です。
まとめ

SEO分析はWebサイトを上位表示させるために非常に重要なプロセスです。ただ改善するのではなく、競合分析や自社分析、ユーザー分析など、さまざまな視点から分析を行ったうえで、対策を立てることましょう。
自社のサイトの規模やコストなど、いきなりすべてを行うのは難しいと感じた場合は、今回解説したインプレッション数・PV数・CTR・CVRの4つの数字を最低限押さえておきましょう。
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