SEO promotion of the website

Advantages of website SEO promotion

Search engine optimization remains a stable and demanded way of promotion. The simple truth is in the numerous advantages of the tool:

• Visits to your site are not paid. If you compare SEO with contextual advertising (in the pay per click model), the former is much more affordable. You don't have to pay for every visitor who comes from a search engine to your site. But money for promotion is still needed. Although organic traffic from the search engine is cheaper than contextual, there is more work with the site itself. It is necessary to work out the structure, each page, write and upload content. This forms the cost of promotion. But as a result, the client gets targeted traffic and a high-quality website.
• Interested visitors use the resource. People search for the product they are interested in by typing it into the search bar. These users are highly likely to buy products.
• There is a wide choice of search queries. It is possible to independently select the words for which promotion will be carried out in search engines. It is not uncommon to use as many search terms as possible. Due to this, it is possible to interact with the target audience at each stage of the funnel: to build brand loyalty, cover hot traffic, work with the current customer base, etc. You can go the other way: promote the most marginal products and queries that drive the maximum number of visitors to the topic.
• Improve the technical status of the site. In order for a website to be ranked, it must meet the requirements of search engines. Within the framework of the SEO promotion specialists increase the speed of loading pages, eliminate technical errors, work through the usability, and do everything to improve the factors affecting the position in SERP.

What do the SEO steps of website promotion look like?

Industry Analysis

Before you start the analysis, much less the SEO stage, you need to examine the area, look at the website theme. If it is an e-commerce website, we are talking about an industry.

During the analysis of the client's needs, his profile is determined, that is a description of the target audience. Based on the overall analysis, the main features of the potential client are highlighted: location, age, gender, interests, etc.

Site and Competition Analysis

A SEO specialist checks for ranking restrictions, indexing problems and other issues that may hinder further SEO promotion. He also assesses the site's visibility in search engines and conducts comprehensive analytics.

Effective SEO promotion cannot happen separate from the competition. The client can specify the main competitors, but the SEO specialist can conduct a broader analysis. As a result, you get a list of real competitors, pages that occupy the positions you want in search and are visible by keywords, and it allows you to create a complete SEO strategy.

Keyword Analysis

At this stage, keywords are selected that accurately characterize the product or service and are required for the search engine promotion pages. Selecting keywords and placing them accurately on pages is one of the most important things that determine the success of organic search engine results.

• Keywords that cover all the search demand in the theme of the site being promoted and competitors are identified.
• All queries containing the specified words and their synonyms are collected.
• Competitiveness is checked.
• Commercial or informational queries are taken into account to understand the SEO strategy.

Semantic core is collected using tools and services: Google Keyword Planner, Yandex.Wordstat, KeyCollector and others.

Keyword Clustering

Clustering is a method of segmenting key phrases from the semantic core based on search engine results. The goal of clustering is:

• grouping search queries with the same intent into one group (cluster).
• checking the relevance of these words, i.e. whether they can be placed on the same page at the same time.

There are two types of clustering: soft and hard.

• Soft is when one main keyword is taken and then all other phrases are compared with it by the number of common URLs in the top 10. If the number of common URLs exceeds a certain threshold (also called clustering level) - the query is added to the cluster.
• Hard - keywords are only added to the cluster if there are the same URLs in the search for all the keywords analyzed.

Once completed, you will get keywords divided into clusters, each of which is dedicated to a different page on your site.

Formation of the site structure

The structure of the website is fundamental to the proper functioning and use of the site.

Based on a clustered semantic core, an extended structure is created to engage all word clusters.

Internal Optimization

Internal optimization works are aimed at improving organic visibility. This largely means optimizing the website and content to improve accessibility, relevance and user-friendliness. Some of the activities include:

Technical optimization

• robots.txt file configuration;
• sitemap.xml;
• indexing check;
• building 301 redirects;
• HTML error detection and correction;
• URL structure check;
• hidden text check;
• download speed audit;
• adapting site for mobile devices;
• removing duplicate pages;
• setting up micro markup and breadcrumbs;
• setting up a language version of the site;
• listings and pagination.

Content optimization and SEO copyrighting

The team makes changes that show the search engines that the site is up to date. This work includes:

• filling meta tags;
• compiling tags h2-h6;
• writing keyword-optimized texts;
• optimization and uniqueness of the images;
• internal linking.

Elaboration of commercial factors

• forms (call backs, etc.);
• availability of order buttons;
• optimization of product cards (characteristics, availability, etc.);
• availability of a page about the company and contacts with complete information;
• E-A-T factors.

SEO optimization is the most time-consuming stage of the work, which is carried out on a regular basis. The site must meet all the rules of search engines - be of high quality, fast, convenient for visitors.

External optimization

External optimization is work with a link profile that aims to increase the number of authoritative links from other websites.

Specialists select thematic authoritative resources that will link to our website. It is important to get a natural increase in traffic from external sources, so that search engines do not consider it spam, when assessing the link mass.

Analysis of behavioral factors

Behavioral factors such as the time spent on a website, the number of pages visited during a session, or the bounce rate (the percentage of users who leave a site after viewing one page - without any action on the page) are becoming increasingly important.

Key actions in dealing with behavioral factors:

• Improving the snippet, for a more appealing look, leads to a higher CTR and increases the likelihood of a user navigating to the site from search.
• Improving behavioral factors by improving content filling pages of the site with useful content, graphics, tables, videos.
• Reducing the bounce rate for pages that users leave quickly

Usability and conversion improvements

The purpose of a website is mainly to sell products and services. A website that achieves its goals needs in-depth analysis of the company's needs, identification of key performance indicators (KPIs) and UX research.

Website usability and conversion optimization services include:

• A / B testing (Optimizely, Google Optimize),
• analysis of user data (HotJar),
• creation of scroll and click maps (HotJar, MouseFlow),
• statistical analysis (Google Analytics, Yandex Metrika),
• testing the display of the site (Cross Browser Testing / Browserling).

Through UX analysis website optimization activities we will prevent the situation in which the user will be motivated to make a purchase, but will abandon it because of the difficult path to reach the completion of the transaction. We can say with certainty that optimized UX sites mean more calls from customers or transactions.