Website promotion takes almost the first place in internet marketing. It is with its help that sites are displayed in the TOP of the search and enable the owner to get a good profit from the sale of goods, services, and even make money on advertising. Can you do this work yourself? Let’s figure it out.
What is promotion?
This is the promotion of an Internet resource, in other words, machine search engine optimization (SEO). Consists of a series of activities that are often performed sequentially in order to attract as many potential visitors as possible.
Optimization allows you to get a clear design, easy navigation through the site, and fill the resource with useful content for the reader. Without promotion, the site itself will never become popular and will not move up in the search results. You can master the basics of SEO development on your own, or by signing up for SEO courses.
The main stages of promotion.
A few years ago, you could buy several thousand links and after a short period of time find your site in the TOP of the search. Now, nothing can be achieved in this way – quality optimization is imperative.
Promotion consists of three main stages:
conducting a comprehensive audit; analysis of competing sites in the search engine; internal and external optimization.
Each stage includes a number of activities that improve the resource not only for visitors, but also its technical side. How to promote a site yourself for free and quickly if there is no finance to pay for the work of a specialist?
Where to begin?
First of all, you should familiarize yourself with the concept of SEO optimization and at least superficially study the theory. This will allow you to understand whether you can master this profession yourself and promote your resource.
Initially, it will be difficult to understand all the nuances and it will seem that it is impossible to cope with this task on your own. But it is not all that bad. As they say, water wears away a stone, so you need to re-read the same information a hundred times, trying to figure it out.
For promotion, you need at least a little knowledge in the field of programming. You will need to read and understand what CSS and HTML are, watch several video tutorials, learn to work with the available data using examples. Fortunately, now there is a huge amount of information on the Internet – these are articles, videos on YouTube, and forums where professionals communicate, in general, expanse for beginners who want to find a profession.
An audit is an assessment of the condition of a site. It includes checking all parts of it. It is usually divided into 4 types: technical, usability, SEO, marketing. All types of audit can be carried out using special tools – services.
For a technical audit, you just need knowledge in programming. It is he who will allow you to check:
site architecture; the presence of errors in the code; work of relirects; presence or absence of duplicate pages; at what speed the site is loaded and the transition is made through the pages; correctness of server responses; the presence of broken links; site map.
To carry out this type of audit, you will need services such as Xenu, RDS bar, NetPeakSpider, Screamingfrog and many others. They are used not only by beginners, but also by advanced users. There are paid and free tools, which check is up to you.
Usability audit is the convenience of a website for clients. It is performed to analyze landing pages, to assess the design of the resource, to check the font, background color, the presence of tables and lists, to analyze images and their quality, site structure and selling blocks.
You can use GoogleAnalytics, Yandex Metrica, Navflow, ClickTest, TheTesterTool and others as services. They allow you to create a heatmap, identify the most striking design elements that attract visitors, and understand whether it is easy for a person to find the information they need.
SEO audit is testing characteristics that seriously affect the indexing of a resource, its place in search results and the number of visitors. As a rule, the following parameters are checked:
how well meta tags and tags are filled; analysis of headers; identifying the semantic core; the quality of the content (more often the uniqueness of the texts, the absence of spam, the presence of key queries).
For conducting it is recommended to use tools such as SEMrush, GoogleTrends, Wizard.Sape, Ahrefs, 4seo.biz and others. They will allow you to quickly work with semantics, analyze search query trends, test the link mass, check the site for the server response code, and so on.
A marketing audit is carried out to determine the target audience, to find the most visited (popular) pages, to understand how profitable the site is. This type helps to find weaknesses in the marketing strategy and fix them, strengthen the company’s image. BitRewards, MegaIndex and many others are used as tools.
After you have conducted all 4 types of audit, you can assume that half of it has been passed. Now you can proceed to the next step.
Analysis of competing sites in the search engine.
How to promote your site yourself for free and quickly? You need to adhere to a clear algorithm of actions and not miss anything important. This also applies to the analysis of competitors, because it is not for nothing that they say that you need to know your enemies by sight.
So, in order to test competing resources, you first need to select keywords. These are the phrases by which the user finds information on the network. For example, to buy baby clothes in Kaluga, the user will write «Children’s clothing Kaluga to buy»… This will be the key request. To find them, you can use special services such as Wordstat. Having received a number of keys, we search for competitors. The service will automatically give out sites in the region that are engaged in similar activities. We take the top 2-3 resources – and we will analyze them.
Now you need to do everything that you initially did with your site. This is checking the structure of the content, the technical part, viewing links, and so on. Also, do not forget about the design, because, as a rule, top sites have «ideal» appearance of pages and easy navigation.
The ultimate goal is to understand the better and how much cooler the competitors’ resources are. Based on this, you can smoothly move on to the next stage. Let’s break it down into two parts. These are internal optimization and external optimization.
Optimization is improvement. Those errors and shortcomings that are found during the analysis of the site are corrected and finalized at this stage. So what’s included in internal optimization? Internal is what is inside the site, its technical part that visitors cannot see. There are a number of tasks that SEO works with. That is, if you independently decided to promote your resource, you will have to do the same.
Initially, the design of the sites is being worked out, the minuses are eliminated, and the visibility is improved. Tags and meta tags (if they were incorrect), title, description, keywords are registered and put down. Images and texts are being optimized: uniqueness is being finalized, work is being done with stylistics, key queries are being correctly entered.
It is also necessary to perform interlinking of pages, increase the site loading speed, if it is low, and register the resource in the search engine. You should also work with the sitemap, correct errors in the valence of the code (if any), remove, if necessary, duplicate pages and remove broken links, work out the problem «Error 404»if it was found during analysis. Glue mirrors or merge domains, install favicons, perform semantic markup.
After reading all the points, you probably grabbed your head and thought that it was impossible to learn all this. But you shouldn’t think so – in fact, you just need to be patient and set aside a lot of free time to study the profession.
Under the word «external optimization» it implies an increase in the visibility of the resource on the Internet and its significance. It is this type of optimization that increases the level of website traffic. The most common and effective way is link placement.
Links are placed on third party, authoritative sites. The more links you have, the more chances you have to get into the TOP of the search. However, do not think that everything depends only on links, because the improvement of the technical side plays one of the most important roles. For example, will you buy clothes from an online store if it takes you at least half an hour to find the thing you need? Of course not, it will be easier for you to find another site with better navigation.
Sites on which links are placed are called donors. It is very important that the donor has a good rating and reputation. The more conversions from authoritative sites to your resource, the faster the search engine will see you «the leader» and will raise you higher in the search.
Let’s talk about the types of links. There are only five of them:
Anchor. These are the real hyperlinks that copywriters place in the texts. Typically, they are highlighted in a different color or underlined to grab the attention of readers. Anchorless. These are direct links, that is, the URL of the resource to which the link will be made after clicking. In practice, it is less in demand than anchor ones. Thematic. These are backlinks, which are usually posted on forums, blogs and other sites with similar topics. They give a very good result and a decent number of transitions. Eternal. Such links are never removed, it can be on the site for a month, a year, two or five years. Such links are much more credible and carry a lot of weight, but they are much more expensive. Temporary. These are links that can be rented from the owners of other, reputable resources. They are on the donor site for as long as the agreement was.
You can post links anywhere. These can be social networks (VK, Instagram, FB), regular sites, forums where users exchange information, thematic blogs. You can also post in directories and on exchanges of links that are created specifically for the purpose of promoting resources. It is worth noting that with the help of directories you can «earn extra money» network traffic. This is another good plus of this particular placement method.
TOP – 13 free promotion services.
How to promote your site yourself for free and quickly? – use services that will facilitate work and reduce the time spent at times. There are a lot of them, some are paid, some, on the contrary, are free. All of them have their pros and cons, but since we are talking about free promotion, let’s bring out the TOP 13 free tools for fast promotion.
1. Site-Auditor – analyzes the site, including its position in the search engine. It is completely free. To date, the third version of the program has already been released, which is being tested before launching on the network. 2. CY-PR – allows you to carry out a full comprehensive analysis of not only your resource, but also the site of your competitors. It is one of the most popular among both beginners and experienced SEOs. 3. NetpeakChecker – a program that will help you quickly check SEO indicators, including comparing them with competing resources. 4. Nibbler is a tool for a comprehensive assessment of a site in all respects. Additionally, it checks the resource in the field of marketing. Can be used to evaluate a profile on social networks. 5. AllPositions – the service is not free, but it is very cheap – around 0.07 kopecks per position. Used to check, analyze and monitor the resource, according to the search engine. At the end, it issues up to 10 detailed reports on the work done. 6. Xenu LinkSleuth – a program that is used to find broken links. Also checks for title and description. It is one of the most popular in its field. 7. ScreamingFrog – used to find broken links and titles that are not unique. Has advanced functionality and user-friendly interface, accessible even to a beginner. You can process 500 links for free. 8. Robots.txt Checker – a tool that quickly and reliably checks the correctness of the robots.txt file. To analyze it, you just need to insert the path to the file and press start. 9. FastKeywords – searches for keywords. The first 100 keywords work for free. 10. WebsiteSpeedTest – a program to check the loading speed of the main page of the site and internal pages for free. 11. eTXT Antiplagiarism – helps to quickly and efficiently check the text for uniqueness (copywriting and rating). The version is available online and for download. 12. Browseo is a tool that allows you to check external and internal links (their number). 13. Barracuda – a service that allows you to find out if the promoted resource falls under the Google filters.
What to do if it doesn’t work?
If in the process of self-study of promotion you have problems, do not get upset and abandon this business, preparing money to pay the CEO-specialist. There is a way out – sign up for SEO courses. This is a great way to save money on the promotion of your site without paying SEO. Moreover, you are guaranteed to master the profession and in the future you will be able to engage in the promotion of Internet resources for decent money.
The courses will help you study all the nuances of development, get the basics of programming and web design, learn how to edit texts, develop high-quality and unique content for a visitor, as well as use services and tools to quickly perform site checks and audits.
After graduation, you, without fail, will be given a certificate of a specialist, according to which you can already get a job in a SEO-promotion company. It is on the courses that they will tell you not only about theory, but also help you master it in practice, and this is an invaluable experience that is difficult to get. «on the side»… And of course, the price. You will spend tens of times cheaper money on study than on paying for SEO services. Agree, this is a huge plus, which cannot but rejoice. Good luck with your choice and excellent study!