The main question that site owners face is what to do after the developers have "handed over the keys" to a brand new web resource. At first glance, it seems that now traffic will flow in a stream, and things will go uphill. But after trying to search a site on Google, the entrepreneur is surprised that he is not on the first or even on the tenth page. This is where the time comes to turn to specialists.
This article is about the key features of SEO website promotion. Using the tools it offers, the owners of new sites will be able to assess the state of their site and what needs to be done to increase the flow of visitors.
Looking ahead, I will say that we have been engaged in complex website promotion for 8 years, create strategies and select optimal development channels. Order an audit, and in the shortest possible time you will receive a full report on the technical condition and all aspects of SEO website promotion.
EXTERNAL AND INTERNAL SEO
SEO is the field of knowledge about search engine promotion. Site optimization (Search Engine Optimization) is necessary so that users can find it through search queries. Example: "legal services", "buy building materials", "summer women's clothing".
In order for the site to be searched and found through Google, Yandex and Bing, a set of measures is needed to set up the web resource itself, this is internal optimization (or internal (on-page) SEO of the site). Accordingly, in order for its rating to grow, it is necessary to "prove" to artificial intelligence that this is a useful site, others link to it, and it provides quality information, this is an external (of-page) optimization.
INTERNAL OPTIMIZATION, OR PROMOTION FACTORS, IS HOW PREPARED THE SITE IS TO RECEIVE VISITORS. THESE INCLUDE:
- performance - how fast the site is;
- usability - whether the web resource is convenient for visitors or not;
- what is the site structure and indexability;
- presence of code errors;
- quantity and quality of content;
- are there duplicated pages;
- How meta tags and titles are written;
- Are alt attributes (for images) registered?
- how service pages are made;
- Is the site optimized for mobile devices?
EXTERNAL FACTORS ARE WHAT OTHER RESOURCES KNOW ABOUT YOUR SITE. THIS IS ABOUT:
- the number and quality of external links;
- registration in reference books and cartographic services;
- articles on other sites;
- are there groups on social networks;
- posts on review sites.
These factors are a skeleton that every site owner should know about, there are many subtleties and features, but this is enough for a start. Let's look at everything in order.
INTERNAL WEBSITE OPTIMIZATION PROBLEMS
The fact is that it is difficult to understand where to start technical optimization, and what to look for first. SEMrush, a company that develops promotion tools, conducted a study and identified a list of the most common mistakes that affect a site's growth in search engine rankings. To do this, experts studied almost 500 million pages and more than 100 thousand sites, and then divided all the shortcomings by frequency and influence. There are three types of the most common internal optimization problems:
- problematic site structure;
- unoptimized landing pages;
- technical errors.
Each level resembles a Pandora's box and a matryoshka at the same time - many layers and surprises.
SITE STRUCTURE AND ITS IMPACT ON INDEXING
Optimization is beneficial when the search engine is free to visit the site and read the pages. If a robot (artificial intelligence of a search engine) cannot crawl your site, naturally the pages will not be included in the search. The problem at this stage can put an end to any promotion actions. Visitors will never see the content.
There are at least three ways to optimize site indexing in SERP:
- Sign up for Google Search Console.
- Add home page to addurl google.
- Make several links to your site on well-known portals, for example, 2Gis and Google maps.
After that, you can see in Search Console (Crawl) which pages of your site have been visited by the search engine robot, whether they are all displayed in the index.
INTERNAL LINKS
It is important that Google sees the home page and links to all the others from there. Then there will be no problems with indexing. Accordingly, if the link leads "nowhere", part of the site may remain invisible to the robot. This is the basics, but SEMrush found that 30% of sites have incorrect internal links. You can also find low-quality links yourself using deadlinkchecker.com
This is an automatic program that will show all the problem links of the site, just enter the address and get a report. Then you can try to figure out the links yourself, or immediately contact a SEO specialist.
Another common problem is 4XX redirect errors, which 25% of sites have. These are errors related to non-existent pages. It will take a developer to fix them.
You also need to remember about the robots.txt and sitemap files. They are directly related to indexing, but 14% of sites are not doing well with them, they need to be put in order. You can use Google Webmaster Tools and Google Sitemaps Status Checker for analysis.
LANDING PAGES
Well, the global issue is landing page SEO. It is about how optimized the pages of the site to which the visitor comes. Well-written and relevant pages rank better and grow faster in Google. Several aspects are important here:
- Headers and meta tags;
- The quantity and quality of content;
- Code to text ratio;
- The uniqueness of the content.
Most of the site problems are related to problematic content. For example, about 70% of sites use non-unique texts and duplications. Naturally, you can hide some of the material, especially when it comes to technical pages, but this should not be carried away, the robot does not like documents closed for indexing. We recommend using only unique texts and from time to time to analyze and update the content.
An important problematic point is the ratio of code and text materials. Now site building is associated with the use of bulky add-ons and constructors. Site elements, tables and forms can be inserted ready-made. There is no need to manually register every point, but you have to pay for speed and quality, the sites have become cumbersome and overflowing with code. About 94% of pages have a negative content to HTML ratio.
What to do? Take this point into account when drawing up the terms of reference. for copywriters, important landing pages should have large text (2.5-10 thousand characters). Of course, we are not talking about "contacts" and "shopping cart", it is difficult to recommend anything here. But on the other hand, 300 words on the case can be written, at least in the form of a greeting and an explanation of what is posted here.
META TAGS AND HEADERS
There are miles of articles written about title descriptions and H, but even now almost 60% of site owners tend to ignore them or use duplicate, automatically written meta tags.
Problematic meta descriptions are a serious mistake and it is not always clear which is worse, the absence or irrelevant title. Title - general title and summary of the document. It is the titles that we see first of all in search engines.
Description is an optional tag. This is a short description of what's on the page, plus phone numbers and ads. If it is not there, the search engine will take any paragraph from the text, but it is still better to write useful information.
H1 is the heading of the text on the page, it should not be the same as the title.
Meta tags are a peephole through which the user looks at the site, if he doesn't like something right away, there will be no transitions.
TECHNICAL SEO
The technical aspects of SEO are a big block of questions. Its peculiarity lies in the fact that when problems arise, you almost always have to contact SEO specialists. And this is understandable, because if the content manager can upload the text and write meta tags, then only the developer can speed up the site and optimize it for mobile applications.
The well-known company Amazon studied the question of the influence of website loading speed on purchases, the result - 100 milliseconds reduces purchases by 1%. At first glance, not much, but if the site takes 3-6 seconds to load, this is already critical. The buyer will not waste time if he can immediately purchase something without waiting.
SEMrush writes that almost 15% of sites need to be accelerated. You can see the site loading speed through sitecheker.pro:
Optimization for mobile devices has become an essential factor of every new website. But we still recommend separately reminding the developers that it should be, because smartphones and tablets have taken more than half of the market away from desktops. It is important that the web resource works correctly under different devices. You can check it through Google (search.google.com/test/mobile-friendly?hl=ru).search . google . com / test / mobile - friendly ? hl = ru ).
EXTERNAL SEO WEBSITE PROMOTION
After we have made sure that there is a complete order with internal optimization, we can proceed to direct website promotion. The first thing we do is build a promotion strategy for each business. What is it and how does it work?
The promotion strategy implies channels that we then use. This can be SEO plus SMM (social media promotion), or SEO plus PPC (search engine advertising), content marketing plus SEO, plus PPC, or in general, a maximum of channels at the same time. The choice depends on the advertising budget and the type of business.
For example, advertising in search engines and social networks has proven itself to be excellent for online stores. Service sites are successfully growing through social media. For the info business, we build social media-based sales funnels plus email marketing (mailing lists) and webinars. You also need to remember that Youtube or other video content hosting services can serve as an excellent primary or secondary channel.
It is important to choose channels that will give the maximum result with the minimum cost of promotion, and build a sales funnel on their basis. How it looks - we will see further.
COMPETITOR ANALYSIS
The easiest way to decide what to do is to analyze your competitors. This way, you can use the most successful scenarios and avoid mistakes. How to do this and what do you need to know? You need to collect as much information as possible about companies that are your direct competitors in the niche. First, you need to visit the site, see if there are links to social networks, whether they offer to subscribe to newsletters by email and push messages. After you have collected information on 10 or 20 competitors, we recommend that you look at how active groups are on social networks, how high-quality content is provided by competitors, how people comment and watch the material. It may be that most groups have long been dead for one reason or another. Based on this, you can create a list and work out relevant promotion channels.
LINK BUILDING AND SALES
The more people see your offer in the search engine, the better. In order for the position of the site to grow in the search results, you need to use links. The more sites link to you, the better. But! Long gone are the days of bulk purchases of "junk" link mass, now it is important to monitor not only the quantity, but also the quality of links.
High-quality links from trust resources can be obtained in several ways, one of the most popular is article links from thematic sites. You can see how promising a site is for posting an article through various site analysis services, for example ahrefs
For example, you sell household appliances, a popular product is vacuum cleaners, so why not write a series of review articles and post them on the relevant sites with your link? Thus, the user will learn how to choose a washing vacuum cleaner and go to your store to order it. And the link itself raises landing pages in the search results.
SEARCH ADVERTISING
PPC (Search Engine Advertising) is an effective sales tool. This is direct advertising, therefore it is most in demand for online stores. After your site is filled with content, all product cards are ready, you can proceed to create an advertising campaign. To do this, you need to register at ads.google.com and link your account to Google analytics. Then you can create test ads and see how they work. Then you can create test ads and see how they work.
I must say right away that PPC advertising is a separate science. It is better to entrust the setup and launch to those who know how to do it, otherwise, it is difficult to guarantee that you will not waste your budget on experiments.
SOCIAL MEDIA PROMOTION
SMM marketing in social networks is an effective way to promote goods and services. It has especially proven itself where trendy piece goods are offered: cosmetics, clothing and VIP class offers.
For SMM promotion to work, you will need someone who will create content and set up advertising in social networks, you cannot do without an experienced specialist. On the other hand, many creative startups are successfully promoting their product themselves. This is quite possible if you have the time, desire and appropriate skills.
CONCLUSION
Let's go back to where we started. For a website to develop successfully, you need a comprehensive audit of its initial state, which is based on an internal SEO, correcting possible shortcomings and errors, filling with high-quality content and a strategy for further promotion.
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