SEO promotion refers to a set of measures aimed at optimizing internal and external parameters in accordance with the algorithms of search engines in order to increase the site index in the ranking of search engines. Such measures may include re-linking the resource to transfer internal weight, recommendations received from popular resources, unique content. An important role for promotion is played by the behavioral factors of people: the frequency of choosing a site card, the duration and result of users staying (how long a person has been viewing the content, whether he has studied everything to the end, or whether he has completed any actions). According to these and other parameters, the search system determines the quality of the site, which affects the position number in the list.
Search engines strive to give the most relevant response to the query. So, if the user needs information about how to open a store, and he gets to the site about televisions, then there will be no benefit for the site or for the visitor: the person will simply close the page. Search engines understand and track this. Competent search engine optimization will allow you to receive targeted traffic (user flow) to your project, increase website traffic by an interested audience and, as a result, earn money from selling services and goods, and increase advertising revenue.
SEO is long and difficult, but profitable. Almost all CEOs of search engine promotion agree with this. If you want to understand how to properly promote and optimize the site, everyone can. To do this, you must:
Know the basics of programming. Understand how CMS is generally arranged, what a site is, how to create HTML pages, where the document has a description, title. What can be done with the help of certain tags, for which headers H1 - H6 are needed;
be able to understand the new and bring everything to the result. Not everyone will succeed in understanding SEO the first time, it is necessary to try again and again, carefully disassemble each paragraph of the manual and delve into the essence. The meaning of an unfamiliar term must be checked in a dictionary;
follow leadership and constantly evolve. Together with the result, an understanding of what exactly you have done and what has become the main reason for the growth of the project should come.
Each project requires an individual approach. This material indicates the basics of promotion
On the basis of keywords, optimization will be built and the project untwisted. They are also necessary in the future to monitor the position of the site for queries in search engines. You can select and determine the popularity of keywords using the following tools: AdWords KeyWord planner, Google, a search toolkit, a service for determining the visibility of sites that are competitors for key queries. You need to independently build an approximate structure, on its basis to think over how users can search for this or that material, and select queries according to all possible synonyms. After you get a grouped list, you need to define landing pages and work with them.
Title This is the main element of the promoted page, the words from it are taken into account in the sorting of search engines and almost always appear in the snippet. It is compiled taking into account the following recommendations:
it is extremely undesirable to divide keys with punctuation marks separating sentences (period, exclamation mark, and others);
errors are unacceptable, be sure to follow the rules of the English language.
Description: This is a description of the document. Its contents are often used in the formation of a snippet. When compiling it, it is important to use a unique description and apply keywords in accordance with the rules of the English language.
KeyWords: This meta tag does not have a strong effect on sorting; filling it out is optional. And yet, if you have the opportunity to fill it out, list the keys separated by spaces without repeating.
H-headers: The headings H1 to H6 are responsible for the structure of the document. It is necessary to observe their hierarchy. H1 is used on the page strictly once, as a rule, it includes the boldest request.
Search engines divide all sites into commercial and informational. Based on this, ranking is built. So, when the Iphone 5s appeared on the market, there were stores in the search results, now, on this request, mostly reviews and review articles are issued. Depending on the type of project, a website promotion strategy is being developed.
It is carried out to eliminate all technical errors that impede progress. If the site gives an incorrect answer, the pages may not be indexed. It is necessary to timely identify a large number of external links, takes, junk code. Analysis of the site for technical compliance can be carried out using the product Screaming Frog SEO. Service and personal sections can be limited from indexing in the robots.txt file.
Texts are written taking into account the keys collected in the first stage. For commercial sites selling articles are required: these are small texts for the catalog of goods and their cards, as well as a description of the services with the offer of cooperation with your company. For information sites, voluminous materials are written that answer all user questions. The material is compiled in accordance with the generally accepted rules below.
For header H1, you must use the key in the exact occurrence. The absence of errors, the correct form of words from the point of view of the English language positively affects the ranking.
The text should be structured, i.e. contain subtitles H2 - H6. If the markup in the material is appropriate, it will facilitate the reader's perception of the material. A voluminous article written in solid text is unlikely to be positively received by the user, since first of all a person pays attention to the general design by reading the text diagonally (by headings). When you go to a page with difficult to read material, the user can immediately leave it. In addition, search engines process structured text more efficiently.
You must use numbered lists, bullets, quotes, framed text, or pictures. Such material will be easier to read than simply paragraphed. Illustrations are the basis of an interesting article, for 2000-3000 characters it is desirable to use one thematic picture.
Do not use excessive emphasis on phrases in bold and italics, as well as underlining. Such secretions affect the definition of spam. In addition, their unreasonable use worsens the perception of the semantic load of the material.
The text must be unique. Non-unique material does not participate in SERPs, as search engines can recognize it and will not include the same information on different lines of SERPs. In addition, if there are a lot of non-unique texts on the site, he can get sanctions from search engines. If it is not possible to make the texts unique, for example, in the case of news sites, they should add their value: add analytics, video material, express your opinion. Uniqueness from 90% is considered acceptable, but it is worth striving for 95% and higher. You can verify uniqueness using various resources:
Google.com. One of the most popular resources. Works through a browser, free, but has a limit of checks, which expands upon registration. In addition to information about uniqueness, you can see the number of errors detected by the system, for example, spamming of the text and the amount of "water";
Google Website verification:Popular verification service. It works online and has a limit of 10 checks per day from one IP address. If it is possible to change the IP, you can check the material 10 more times, but in this case the result may be incorrect: non-unique materials can get 100% uniqueness;
Perhaps the most popular program runs on a computer, not online. Checks for words and phrases. The first compares your text with a specific document, the second shows the frequency of use of phrases throughout the Internet. If the program detects the resource from which the rewrite was made, it will compare your text directly with the original.
Site linking is the placement of links between pages or articles. This is an internal optimization that perfectly complements the external. Navigation for users on such a resource becomes more convenient, in addition, search engines evaluate the internal weight of the resource, and site indexing improves. Relinking can be hierarchical (subordinate pages’ link to higher ones, a higher hierarchy document is pumped), cyclic (pages alternately link to each other, forming a ring; their weight is gained, and linking works the more efficiently the more documents are involved in it). For competent linking, the following principles should be adhered to:
two difficulty levels. Try to always link from the main page to the promoted (landing) documents;
moderate number of internal links. Within one page, you should not strive to use the maximum number of documents. With internal linking, the weight is distributed evenly between them;
variety of anchors. If there are many links to the same page within the site, try to choose different anchors each time;
immediate linking. When writing an article, referring to it and to it is desirable immediately, and not after a lapse of time.
External links still affect website promotion. Today, the exchange of links between sites can be carried out using special services. They charge a fee for their work, but at the same time guarantee accommodation. Here you can post your article with a link to the page you are promoting or order a link to be placed on a specific site with the writing of material by the webmaster. Articles are tested for uniqueness and approved by moderators. A text of 2000 characters, excluding spaces, may contain 1-3 links.
The nuances of use. It should be borne in mind that purchased external links violate the license of search engines. Search engines have their own algorithms for identifying them and impose penalties on the owners, for example, lower the issuance rating for almost all requests. Thus, this method of promotion is not the safest.
It is widely believed that search engines track sites that sell places to place links on exchanges. Therefore, it is advisable to directly contact the owner of a suitable resource that has not been seen on link exchanges. Today, there is a tendency that many owners of reputable sites do not participate in the exchange sale of links.
How to choose a site for placement? It is advisable that the donor’s website (on which the link is placed) be of the same theme as the promoted page. You can also be placed on sites dedicated to products, pages with which you promote. Pay attention to the number of sales links posted on the selected resource: if they are already posted there, then your effectiveness
may be lower. And the more selling records on the resource, the faster the search engine will identify this site and apply sanctions to you. In addition, it is worthwhile to post material on the sites gradually, since if the advertising is overly active on the Web, search engines can lower your site in the ranking.
For analytics, you can use information about the positions of the site, which is removed daily for the search engines Google and Googlefor all keywords. Also useful is a site counter, which is desirable to put in the early stages. It can be Google Analytics or Google Analytical tools make it possible to generate reports according to different criteria and evaluate the quality of both search traffic and users coming from other sources.
Google Analytics. To access the Analytics counter, you need to have a Googlemail account. The counter allows you to get the following information:
exactly how visitors view the page: where is each user’s cursor, how does he view the page through the scroll bar, where he clicks at that time. This will allow you to evaluate the usability of both a single article and the entire site.
Treble: High frequency queries. They allow you to get more traffic, but mainly for all such keys there is high competition.
Midrange queries: These are keys of average competitiveness. With their help, a beginner can well promote his website or blog and with a sufficient degree of probability get into the top search engines.
Low frequency queries:They are much less likely to enter the search engine. However, they are very useful, because they improve conversion (a person sees exactly what he was looking for), have low competition (SEO specialists, spinning up projects, use far from all low-frequency queries), and allow you to collect tangible traffic to promote more popular queries.
The answer to this question depends on each person. In order for something to work out well, you need to study hard for a long time: constantly study information and practice a lot. Step-by-step instructions, no matter how good and understandable, will not do all the work for you. If you have enough free time, a limited budget and, most importantly, desire, you can learn everything yourself. If you have your own business and every minute counts, you can hire an SEO specialist. In any case, knowledge of the basics of website SEO promotion is useful to any user: a blogger no less needs traffic to his page, and a businessman must understand and control the work of the contractor. It is important to remember that effective website promotion in search engines is an ongoing process. Even if you are comfortable with your current position, then you can’t just stop publishing content, optimize your site and build link mass at some point. This behavior will quickly lead to the loss of positions. Therefore, professional or independent promotion should be started only when there is confidence that you can allocate a sufficient amount of time and effort or finance for a long time, depending on the chosen approach.