为什么谷歌会推广告软件？亚马逊大卖Aosom如何通过独立站吸引400万访问量
跨境电商运营的双轨模式：平台与独立站的差异
Dual-track model of cross-border e-commerce: Differences between platforms and independent sites
运营亚马逊和独立站就像打两场截然不同的比赛。亚马逊平台的逻辑是弱店铺、弱品牌的，大部分卖家也是以单品打爆款的模式在追逐。独立站的逻辑是重品牌的，全站的细节都要细细打磨，这对平台卖家来说是一个挑战。
Operating Amazon and independent sites is like playing two completely different games. The logic of Amazon platform is weak stores and weak brands, with most sellers chasing the model of single product explosions. The logic of independent sites is brand-heavy, requiring careful polishing of all site details, which poses a challenge for platform sellers.
Aosom网站流量分析：健康的流量结构
Aosom Website Traffic Analysis: Healthy Traffic Structure
根据similarweb统计，遨森电商在全球的独立站共拥有超过四百万的稳定用户。可以看到，Aosom.com网站的营销渠道所带来的流量，直接来源和搜索引擎来源分别占43%和31%。这是一个健康的独立站流量结构。
According to SimilarWeb statistics, Aosom's global independent sites have over 4 million stable users. It can be seen that the traffic from Aosom.com's marketing channels comes 43% from direct sources and 31% from search engines. This is a healthy independent site traffic structure.
SEO策略：75%非品牌词布局
SEO Strategy: 75% Non-brand Keyword Layout
值得注意的是Aosom的SEO策略，主要布局的是非品牌词，占比75%，主要是"outsunny"和"pawhut"等抽象的描述。这两个关键词涉及Aosom的庭院用品和宠物用品，说明Aosom在关键词研究方面还是下了不少功夫。
Notably, Aosom's SEO strategy focuses on non-brand keywords, accounting for 75%, mainly abstract descriptions like "outsunny" and "pawhut". These two keywords relate to Aosom's outdoor and pet products, showing that Aosom has put considerable effort into keyword research.
内容营销：持续更新的博客
Content Marketing: Continuously Updated Blog
点击博客看看就可以发现，他们一直在更新文章。其中还会包含商品的链接，并且用文字展示商品的使用场景，说明有下功夫在做内容营销，这也是独立站卖家值得学习的方法之一。
Clicking on the blog reveals they consistently update articles. These include product links and showcase product usage scenarios through text, demonstrating their commitment to content marketing - a method worth learning for independent site sellers.
社交媒体流量：Facebook占主导
Social Media Traffic: Facebook Dominates
主要社媒流量来自于facebook，占比74%。其次他们还在领英、Youtube、Reddit等布局，这三个各有各的玩法，尤其是领英在独立站流量渠道中并不算多见。
Primary social media traffic comes from Facebook, accounting for 74%. They also have presence on LinkedIn, YouTube, and Reddit, each with its own approach - particularly noteworthy as LinkedIn is relatively uncommon among independent site traffic channels.
网站设计：功能分区明确
Website Design: Clear Functional Zones
网站的整体色调和谐，背景选择纯白色，方便展示白背景图产品。功能区十分明晰，如退货政策和订单跟踪都位于首页的横幅下方，黑底白字设计醒目且不抢眼。
The website features harmonious color tones with pure white background, ideal for displaying white-background products. Functional zones are very clear, with return policy and order tracking located below the homepage banner in eye-catching yet unobtrusive black-on-white design.
物流与支付：全球化布局
Logistics and Payment: Global Layout
他们30多个海外仓库让大部分订单的配送时效控制在3个工作日内。网站支持的付款方式包括Visa、Paypal、Amazon pay、Mastercard等，涵盖了主流的信用卡、银行转账、在线支付工具。
Their 30+ overseas warehouses enable most orders to be delivered within 3 business days. The website supports payment methods including Visa, PayPal, Amazon Pay, and Mastercard, covering mainstream credit cards, bank transfers, and online payment tools.
总结：独立站的核心优势
Conclusion: Core Advantages of Independent Sites
自建独立站不仅有利于增加抗风险能力、获得更丰富的第一手数据和信息，便于产品精准研发，还有利于培养高忠诚度客户群体，提高客户粘性。这也是独立站最重要也是最突出的优势之一。
Building independent sites not only enhances risk resistance and provides richer first-hand data for precise product development, but also helps cultivate highly loyal customer groups and improve customer stickiness. This represents one of the most important and prominent advantages of independent sites.
