独立站流量密码大揭秘：社媒+外链+搜索
中国品牌出海发展至今，从最初单纯依靠制造业优势打入海外市场，到中期转型聚焦于精细化与品牌化经营策略，再到如今品牌精耕期，也促使着出海企业向精品化、品牌化转型。
Chinese brands going global have evolved from initially relying solely on manufacturing advantages to enter overseas markets, to focusing on refined and brand-oriented strategies in the mid-term, and now entering a period of brand cultivation, driving enterprises to shift towards premiumization and branding.
精品独立站逐渐火热，并逐渐成为DTC卖家品牌精耕主阵地以及长期发展的重要驱动力。根据《2023年DTC独立站品牌报告》显示，有87%的B2C品牌选择把独立站渠道作为首选渠道，远高于其他。
Premium independent websites are becoming increasingly popular and are emerging as the main platform for DTC sellers to cultivate their brands and a key driver for long-term development. According to the 2023 DTC Independent Website Brand Report, 87% of B2C brands choose independent websites as their primary channel, far surpassing other options.
01 社媒&红人流量 / Social Media & Influencer Traffic
通过在Pinterest、Instagram、YouTube等主流社交媒体平台发布内容，附带独立站链接引导用户点击跳转则被统计为社媒流量。
By publishing content on mainstream social media platforms such as Pinterest, Instagram, and YouTube, and including links to independent websites to guide users to click through, this is counted as social media traffic.
那怎么获得社媒流量呢？答案则是尽可能发布足够多且符合品牌调性的内容。
So how do you acquire social media traffic? The answer is to publish as much content as possible that aligns with your brand identity.
02 外链流量 / Backlink Traffic
用户通过浏览其他网站时点击跳转即可称为外链流量，也可以被称为自然流量，海外的网站生态非常完善，每时每刻全球各地的大量用户在此浏览阅读。
When users click through from other websites, this is called backlink traffic, also known as organic traffic. The overseas website ecosystem is highly developed, with a vast number of users browsing and reading content from around the world at any given moment.
03 搜索流量 / Search Traffic
顾名思义，用户通过搜索品牌名直接进入独立站方为搜索流量。通常消费者的决策路径由认知，兴趣&考虑，转化构成，而搜索所扮演正是兴趣的角色。
As the name suggests, search traffic refers to users directly entering an independent website by searching for the brand name. Typically, a consumer's decision-making journey consists of awareness, interest & consideration, and conversion, with search playing the role of interest.
亚马逊作为跨境电商巨头，自带的庞大用户基数与流量引人追捧；而独立站建设是从0-1的过程，核心还是通过社媒，外链和搜索三大部分获取独立站流量。
As a giant in cross-border e-commerce, Amazon attracts attention with its massive user base and traffic. However, building an independent website is a process from 0 to 1, with the core focus being on acquiring traffic through social media, backlinks, and search.