行銷英翻中-臉書即時動態:網站速度佔有更重要的份量(Facebook News Feed: Website Speed Gets Higher Priority)

田木子入門的「老師」,

第一位是克勞德‧霍普金斯(Claude C·Hopkins),

他教了田木子蠻多廣告以及行銷文案的概念,

儘管有些技巧放到現今需要做適度的調整,

不過作為入門概念可說是綽綽有餘了。

第二位就是研究社群(特別是FB)的前輩-喬恩‧盧默(Jon Loomer)

↑↑ 田木子的行銷入門老師(自以為)

目前仍然不斷有新的概念提出。

最早也是他撰文分析FB的「consumer」跟「engaged user 」。

近年來主要鑽研於廣告的部分,不過畢竟田木子沒甚麼接觸。

所以這塊總有不得其門而入的遺憾。

幸好,他還是有其他文章值得參考,

以下翻譯這篇是頁面速度跟FB加權的討論,

同樣不會很困難,分享給大家。

老樣子,有錯或是奇怪地方,請不吝指正~~~

Facebook News Feed: Website Speed Gets Higher Priority

臉書即時動態:網站速度佔有更重要的份量

Facebook is constantly tweaking their news feed algorithm. The algorithm helps determine what users see and what they don’t, all in an effort to make the Facebook user experience as engaging and addicting as possible. The latest impact of the algorithm to the Facebook news feed: Website speed.

This continues a trend for Facebook, putting an emphasis on website speed from a mobile device. They realize that 40 percent of users abandon after waiting more than three seconds for a page to load. This behavior was at least partially behind the development of Canvas and Instant Articles, which provide publishers an instant-load alternative.

Let’s take a closer look at the change to the Facebook news feed algorithm, as well as some of Facebook’s recommendations to keep your content at the top of the feed.

臉書頻繁調整他們的即時動態演算法,演算法幫助用戶決定哪些資訊該看,種種努力就是要提高FB用戶的使用者體驗,以及盡可能的黏著於該系統。而臉書最新的演算法改版衝擊-就是網站速度。

FB持續調整,把焦點放在行動裝置的網路速度。他們了解40%的用戶會放棄閱覽讀取超過三秒的頁面。過去,部分這些行為落後於Canvas和Instant Articles的發展。而上述兩項技術能帶來快速、立即的讀取。

讓我們再聚焦於臉書即時動態演算法的改變,以及關於臉書針對內容出現在動態牆上方的建議。

News Feed Update Favors Website Speed

即時動態提高了網頁速度的比重

Here is the exact update, according to Facebook:

With this update, we’ll soon take into account the estimated load time of a webpage that someone clicks to from any link in News Feed on the mobile app. Factors such as the person’s current network connection and the general speed of the corresponding webpage will be considered. If signals indicate the webpage will load quickly, the link to that webpage might appear higher in your feed.

As stated above, this update appears to impact mobile only. A slow load time does not guarantee low priority in the news feed, just as a fast load time does not guarantee high priority. But it is one of many factors that Facebook will consider.

根據臉書的消息,這是一個確切的更新。

伴隨著更新,我們將很快能夠把網頁讀取時間納入考量,不管使用者在手機APP上點擊即時動態中的哪一條連結。

用戶們最近的網路連結、以及網站頁面本身相對應的「速度」等要素都會被列入考慮。如果信號偵測到該頁面速度快,那該頁面的連結將有更高的優先權,也更可能出現在即時動態中。

如同臉書上述所言,這項更新只針對手機版做調整,緩慢的載入速度也不保證在即時動態就吃虧。如同讀取速度快不保證一定會在即時動態的最上方。但可以確定的是,這是臉書考慮諸多項目中的一環。

While they don’t come out and say it, this will likely mean that Facebook will ultimately favor Instant Articles (also speculated by Sarah Perez of Tech Crunch here).

Instant Articles present an alternate version of your web page that is hosted on Facebook servers. As a result, it loads instantly, which — in theory — provides an improved user experience. It would be easy to assume that such articles will get a boost.

Many publishers remain skeptical of the format due to the loss of control. While it isn’t easy to adjust, you must consider the increased views and improved user experience when measuring value to the user and your brand.

I use Instant Articles. While I’m not bullish on the format, I consider it a necessary adoption for the time being.

雖然臉書並未公布這項說法,但這似乎意味著臉書將根本性的支持Instant Articles。

Instant Articles呈現著一種替代性的網站頁面版本(因為他是存在FB的主機中)。因此,這項的讀取速度相當迅速,「理論上」而言,他能夠提供用戶更好的使用者體驗。也將幫助臉書估計有多少內文被點擊閱覽。

不少粉絲團對這項失去掌控的功能抱持著懷疑的態度,確實,這並不容易調整,當你確認用戶以及自己品牌時,你也必須考慮逐漸增加的瀏覽數,以及層次愈來愈豐富的使用者體驗。

我使用Instant Articles,但我並不高估此項功能,我認為這只是必要的暫時措施。

When Will This Roll Out?

這項功能甚麼時候開始推動?

Facebook’s updates tend to be gradual, and this is no exception. In their announcement, Facebook says the update will be rolled out “gradually over the coming months.”

How much of an impact will this make to your page and brand? It’s impossible to say. But it would be smart to take a close look at whether the speed of your website can be improved in the interim.

臉書的更新傾向變緩,而且這絕對沒有例外。依照官方宣稱說法,這項更新即將推出-並且將逐步在接下來幾個月落實。

這將對你的品牌和頁面帶來多大的衝擊呢?這很難說,不過在這段過渡期內,回頭檢視自己網站的速度或許是聰明的做法。

Facebook Recommendations to Improve Website Speed

臉書對於提高網站速度的建議

Facebook offers the following 10 website speed best practices to give your links a fighting chance in the news feed:

  1. Minimize landing page redirects, plugins, and link shorteners
  2. Compress files to decrease mobile rendering time
  3. Improve server response time by utilizing multi region hosting
  4. Remove render-blocking javascript
  5. Use a high-quality content delivery network to reach your audience quickly
  6. Remove redundant data that does not impact how the page is processed by the browser
  7. Optimize images to reduce file size without diminishing visual quality
  8. Reduce the size of above the fold content to prioritize visual content
  9. Use asynchronous scripts to streamline page render time
  10. Dynamically adjust the content for slower connections/devices

If you have a tech person who manages your website, pass this on to them and make sure that you’re doing all you can to minimize load time. That’s what I did!

臉書提供以下十項頁面速度提升守則,幫助大家面對即將來臨的即時動態變革。

1.把landing page的重定向、插件、以及連結最小化

2.壓縮檔案以減少手機讀取時間

3.藉由優化多地區暫存,加速主機回應時間

4.刪除阻擋套件的javascript(這個田木子不知道是啥)

5.使用高優先內容傳遞網路,讓你更快接觸讀者

6.刪除數據冗餘並「不會」影響到browser的處理

7.在不影響視覺品質的情況下優化檔案大小

8.減少摺疊內容的大小,優先視覺內容

9.使用asynchronous scripts來簡化頁面節省時間

10.為較慢的連結/裝置做動態調整內容

If you have a tech person who manages your website, pass this on to them and make sure that you’re doing all you can to minimize load time. That’s what I did!

如果你有幫你維護網站的技客朋友,傳送上述內容給他們,並且確保你有做到網站讀取時間的最小化,那也是我正在做的!!

p.s.看不懂的上述幾點的朋友,田木子也建議直接傳給工程師或是網設,

他們會想辦法解決的(咦?)

Tools for Testing and Improving Website Speed

檢測以及提高網站速度的工具

I appreciate that Facebook provides several tools to help us test and improve the speed of our websites. Here are the five tools that they recommend:

PageSpeed Insights: This is a Google tool that runs a test of both a desktop and mobile web page.

What’s nice about this tool is that it provides a list of specific recommendations for improving the speed of this page.

Note that you get recommendations for both desktop and mobile. The focus of Facebook’s news feed algorithm update is mobile. However, there’s no reason to ignore the performance of your website on desktop.

This is actually my site speed tool of choice as I find it to be much more helpful and user friendly — particularly for the non-techie — than the others listed here.

我喜歡FB提供的以下數個工具,幫助我們改善網站讀取速度,這裡有五項他們所推薦的工具

PageSpeed Insights:這是Google提供測試桌電、手機頁面速度的工具

這工具的優點在於,他把推薦更正的方法條列出來。

並同時記錄了桌電與手機需要更新的部分。臉書的即時動態演算更新聚焦於手機,但是我們也沒有任何理由忽視桌電的網頁表現。

就我找到的工具而言,這項是我目前使用最順手的工具,有用之餘同時遵循使用者友善原則,特別是不需要甚麼深厚技術,這點遠優於表列的其他工具。

Page Speed: This is just a Firefox add-on that allows you to easily test the page you are currently looking at through PageSpeed Insights.

這僅支援於火狐的外掛,並允許使用者輕鬆測試自己頁面

YSlow: This is a free Chrome extension from Yahoo! that provides site speed recommendations.
The program feels outdated, but it does the job.

這是免費的Chrome的Yahoo!套件,同樣提供網站速度提升的建議

程序看起來有點過時,不過還是有點效果

WebPagetest: This tool runs three tests before showing a “waterfall view” of load performance and an optimization checklist.

This tool also has an outdated feel and will be overwhelming to non-techies, but that’s why you should send it to your tech person.

這項工具在出現在「waterfall view」畫面前提供三次測試機會。測試網頁讀取的時間、並列出應優化項目。

這項工具讓人有種過時的感覺,對於行外人而言則有種「技術過量」的壓迫感。但也因為如此,你應該把網址傳給你的技客朋友(怎麼有種有求必應的感覺…)

Dotcom-Monitor: This tool runs tests in 23 locations and seven browsers to spot weaknesses.

This tool runs tests twice as the speeds for the first and second visit are often different.

這項工具測試23個地區,以及七種瀏覽器,並檢測速度上的弱點。這項工具在第一次及第二次到訪的測試速度常常會有所不同。

Your Turn

換你了!!

I’ve spotted areas of improvement for my website thanks to these tools, and I’m hoping to get things cleaned up prior to Facebook’s update. Have you tested your own website yet? What are you seeing?

Let me know in the comments below!

我過去不斷藉由這些工具改良自己的網站,我同時也希望能釐清臉書優先更新的順序,你有測試過自己的網站嗎?你又看到甚麼呢?

讓我知道並在下方留言吧!!

※很聰明的做法,在整部推論後最後加上「行動呼籲」,

這種推測趨勢的文章常常需要一定比例的資料,

加上搜尋引擎跟社群常常有「分批調整」的情況,

所以喬恩這樣的作法真的很聰明,

不是甚麼驚天手法,但使用的時機很巧妙。

至於這篇的內容其實也不難,

五個工具,第一個Google提供的最好用,

趕快測一下自己網站的讀取速度…

打完收工。

比較技術性的文章,不是行內人應該會覺得無趣吧…

作者

田木子

田木子-本是學界的小宅宅,就這樣踏入徵信社這一行,徵信社的悲歡離合,無一不讓田木子覺得新奇。目前不斷磨練自己的文案能力。希望未來能精準地用筆鋒拿捏人性中的微妙變化

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