11 stages of SEO website promotion |
11 stages of SEO website promotion You have decided that further development of the project is impossible without search engine promotion. We found a specialist and gave him access. After a while, you get a weighty list of recommendations for implementation — at the level of the site structure, texts, and even the most holy design. How do you understand that all this is really necessary, and what exactly does an SEO specialist do to optimize your resource? Regardless of whether you are engaged in website promotion in Ukraine or the USA, and, accordingly, focus on Google or Bing, the promotion process as a whole does not change. Of course, as in other areas, much depends on the specifics, but there are still mandatory stages of SEO promotion. What is SEO? In requests for website promotion, you can often find "SEO optimization" or "SEO promotion", which is fundamentally wrong, since the CEO is the head of the company, Chief Executive Officer. However, even the phrase "SEO promotion" or "SEO optimization" contains a tautology: SEO already in the English version contains the word "optimization", and literally translates as "promotion/promotion on search platforms". Search engine optimization is a set of constant actions for the development of your site in three main directions: internal site optimization for search engines; when SEO is needed Relatively speaking, SEO optimization is definitely needed by the project if its owner has the opportunity to track and improve such KPIs: Synthetic KPIs — indirectly affect profits Business KPIs — directly affect profits Percentage of the site's landing pages in the search engine index Number of registrations / subscriptions / applications Site visibility in the search engine The number of conversions from visitors to customers Site traffic The amount of the average check Number of new/repeated visits Number of repeat orders ROMI — return on investment It is important to understand that website promotion is one of the important components of a business. Unfortunately, today more than 90% of the sites being developed are made according to the customer's vision, and SEO specialists are involved already at the stage of the "finished product", which needs to be corrected, corrected, spend time on it and, most importantly, kill the potential of website promotion in search engines at an early stage. SEO at the development stage is a strategic step. Carefully designed optimization for search engines allows you to prevent errors that will negatively affect further promotion and take into account search demand. This will help to increase the audience coverage at the start of the resource, which means to get the desired payback and profit in a shorter time. Step one: analysis of the site, topics and competitors Online stores. Google Webmaster Panel — analyze data without panic It is at this stage that a project promotion strategy and a detailed work plan are being formed. What exactly does the specialist do? Analyzes the overall site visibility not only for high-frequency queries, but also for medium and low-frequency ones. How to switch to HTTPS in 12 hours and save traffic A competent specialist notifies about the need for global changes in advance in order to clarify with programmers how possible it is, for example, to finalize the current version of the CMS. It also allows you to clarify the entire budget for website promotion — the cost of content, links, and other expenses. It is better to make global changes in advance, otherwise, in the third or fourth month of work on the implementation of SEO audit, you will find yourself at a dead end - you will face the fact that it is technically impossible to optimize filters, add new tags or categories. Step two: we form the primary core of search queries Online stores. How to create a semantic core without the help of a specialist — a guide to collecting semantics for online store owners It is useful for: formation of the site structure; Website requests for the sale of watches In this fragment of the table, there is not even 1% of the requests from the site that sells watches The process of compiling the core is long and, depending on the size of the site, may take several months. That is why it is divided into sections and categories, so as not to slow down the promotion and expand the semantic core in parallel with other works. Step three: we form a broad structure of the site Online stores. Example of the issue If you want to see your project in these positions, you cannot do without forming a broad site structure. For each group of search queries, you need to create and optimize your landing page. At the same time, it is important to remember that it is better to optimize specific product cards for super-low-frequency queries, since they will only interfere with the promotion of important pages, taking away part of their internal static weight.
Category pages are created for high—frequency queries, and static filter/filter intersection pages are created for medium and low-frequency queries. Where do you get ideas for creating new landing pages? Analysis of the issue. This is a long process, and in large projects, new filter pages for specific categories are created even two years after the start of site promotion. But still, the bulk of the work on expanding the structure of landing pages should be carried out much earlier — in order to get the desired effect faster. Step four: create an internal optimization task Online stores. The following points must be fulfilled (in order of importance): Setting up automatic generation of Title, Description and H1 headings based on templates for categories, products, filters, filter intersections, pages created for geo-queries, and the like. We design the product page: five chips for online stores Step five: organization of internal linking Online stores. It is important not only to create landing pages, but also to organize internal linking so that users and the search robot can easily get to other pages. Otherwise, search engine optimization of sites will not work and they may not appear in the search engine index. This problem usually occurs with pages with optimized filters — the user can get to such pages by selecting a filter, but the search robot does not see it. It is important not only to create landing pages, but also to organize internal linking so that users and the search robot can easily get to other pages Also, at the stage of website promotion, an SEO specialist builds a link between menu categories using developed scripts, where he adds previously collected and clustered queries, pours static weight from pages with low competition (for example, from product cards, filter intersections) to pages with a higher level of nesting. Step Six: Content optimization Online stores. Texts affect both the ranking of pages for high-frequency queries and the display for queries with a "long tail". Step seven: Working with a crowding budget Online stores. Often, site owners, after reading 1-2 articles on site promotion using filter and tag optimization, create hundreds of pages of useless filters for which there are no queries or very few of them. Moreover, the pages of intersections of two filters from one block (for example, two brands), intersections of four or more filters are not closed for the robot. They do not hide pages of various sorts: by price, rating, number of products on the page. These are all gross mistakes. As a result, the search robot can index only a part of the filter pages and leaves the site. Even if you do everything else correctly, this will be the reason why the pages will not fall into the index. Moreover, the static weight of category pages will decrease significantly.
It is recommended to work with a crowling budget only for specialists with experience. Experts will competently close the "garbage pages" created only for the convenience of users for indexing, leave only the necessary filters, prohibit robots from bypassing the "garbage pages" and close links to them. Step eight: improving the usability of the site Online stores. SEO specialists are working on: the user's failure to return to the search results; Step nine: External site optimization Yes, in a number of topics with low competition, you can do without increasing the external reference mass, but mostly external optimization is necessary. The more high-quality content sites link to you, the more authoritative you become in the eyes of search engines.
There are many parameters by which you need to build a reference profile and select donors. SEO specialists can use permalink exchanges, add natural links from forums, Q/A services, and also directly post through webmasters of sites that do not sell links. In addition, we always recommend that owners post such content so that users can link to them themselves. These are the most useful links. Step ten: increase conversion from visitors to customers Online stores. In fact, this is a complex stage that requires knowledge of design, usability, email marketing and even skills to create high-quality content. What does the specialist do in the first place? Corrects order forms. Step Eleven: Step-by-step page optimization Online stores. Everything is complicated by the constant updating of search engine algorithms, and therefore it is often necessary to make changes to the website promotion strategy and constantly improve it for users and search engines. There are 11 main stages of an SEO specialist's work: Analysis of the client's website, subject matter and competitors. Formation of a strategy and work plan. Relevant for all types of sites. FAQ SEO in simple words is the improvement of the site to increase the number of visits from search engines. Although the main goal of SEO is stable and long—term profit growth. For example, increasing the profitability of an online store depends on the dynamics of the growth of incoming traffic and the dynamics of the growth of its quality (conversion rate). 2. What does SEO include? To summarize: internal optimization of the site for search engines, working with content to interact with the target audience, working with behavioral factors to optimize key business performance indicators. Although there are many more intermediate stages of search engine optimization. 3. What is needed for SEO optimization? First of all, the measured KPIs of the project, the willingness to quickly implement the recommendations of specialists, the understanding that search engine optimization of the site is a long—distance race. 4. What types of SEO are there? SEO optimization is conventionally divided into white (external and internal), gray and black methods. When using gray and black optimization, you can get to the top faster, but at the same time there is an increased risk of receiving sanctions (measures in case of violation of the rules) from search engines — a decrease in the output or a complete ban, exclusion from the index in the future.
SEO Guide for Mobile websites: infographics website promotion SEO environment semantic core services for website promotion technical audit of the website behavioral factors SEO audit link profile website promotion SEO 2.0 website structure optimization of the work of an SEO specialist promotion of services SEO-effect search queries how to improve the structure of the website Go back |
15-03-2024, 09:29 |