No matter how high-quality the site is, it is absolutely pointless to count on high traffic without search engine promotion.
If earlier, in order to promote the site and get unique visitors, it was enough just to buy links, but now search engines are updating their algorithms, and many relatively simple promotion methods no longer work. For example, now the priority is given to sites with high page loading speed, mobile version, source expertise. We talk about this in more detail in our article.
SEO promotion: step-by-step instructions for beginners.
In order for the site to get to the TOP, you need to perform a whole range of works, taking into account all the algorithms and subtleties of search results. We have prepared for you step-by-step instructions on stably working methods of website promotion. Go!
Step # 1. Analyze the site, subject matter and competitors.
This step will allow you to form a seo promotion strategy and determine a complete list of works. At this stage, you need to do the following:
Where to start SEO promotion?
Evaluate the indexing of the site in search engines. To do this, you can use the seogadget.ru service; Add the site to Yandex.Webmaster and Google Search Console, set the main site mirror in each of the webmasters and the site region, then check for robots.txt and sitemap.xml errors. Conduct a competitor analysis – this will help you understand where to focus on your topic. Plus, you can also get the best from their sites; Check the requests for which you will need to create and optimize landing pages.
Step # 2. Form a semantic core.
The semantic core (SY) is a list of search queries, in other words, a list of key phrases that characterizes the subject of the resource. Having compiled it, you will be able to analyze competitors, find out who is in the leading positions for specific keys. This, in turn, will help to create the structure of the site, optimize the pages of the web resource, create a promotion plan and draw up technical specifications for the texts.
We have posted a list of services that can be used to collect SNs here. So, in order to form a SA, it is necessary:
Analyze the search demand for your topic; Determine the types of queries that are specific to different search needs. There are 3 types of requests in total: Transactional (commercial) is a selling request that expresses the user’s desire to perform an action, in other words, a “transaction”. Informational is a query that is used to search for some information on a specific topic. A navigation query is a query that searches for a specific site. Create a primary list of words and phrases; Extend the list with associated queries. If in simple language, then similar queries on this topic; Reveal the most effective queries from the general list; Compare the received list of requests with the information on the site.
CY can include several hundred or even hundreds of thousands of keywords and phrases – the size depends only on the size of the site and the number of its landing pages. Sometimes the collection of the kernel can take up to several months. To do this, it must be divided into sections and categories – this will help to avoid slowing down the process of SEO promotion and will allow work to expand it.
STEP # 3. Form a broad site structure.
Another important point in independent SEO-promotion, which affects the position of the site in the search results, is the formation of a broad structure of the Internet resource. To do this, for each group of search queries, it is necessary to create and optimize site pages.
What do you need to remember when creating a structure?
pages with product and service cards are created for low-frequency requests; medium-frequency queries are used to optimize static filter pages and subcategories; high-frequency queries are used for category pages.
Where to get ideas for new pages?
Analyze search results; Study your competitors; Search your website; Analyze the product range or range of your services. This is a rather long procedure. Nevertheless, in order to obtain the desired effect, it is important to complete the basic work on the formation of the structure of the site pages as early as possible.
STEP # 4. Carry out work on internal site optimization.
After creating the pages, you need to distribute search queries across them. This is a very important part of the promotion. If you miss it, your project will be invisible to the target audience that comes from search engines.
To optimize your pages, you need to:
1. Compile and place metadata on the pages:
Title, i.e. the title of the page, which contributes to the visibility of the page in search engines. Description, i.e. a short description of the page’s content, which also affects the ranking of the page in search results.
2. Compose and place H1-H6 headings.
They should be placed in the text of the page and, like metadata, contain keywords. It is important to remember that the H1 heading for one page is written only once.
What else needs to be done?
Generate human-readable page addresses (CNC) on the website; Optimize Filters: Create rules by which URLs for filters will be generated; Check the loading speed of the main pages. To do this, you can use a special Google tool. If the indicators are below 70, then it is necessary to optimize the site code, enable compression, reduce the size of the images (more detailed information is displayed in the service itself); Remove duplicate pages using 301 redirects or noindex follow; Create * xml-sitemap, or even better – configure its auto-generation; Add micro-markup to the site (for example, for breadcrumbs, reviews, rating and company address).
STEP # 5. Optimize your content.
Particular attention should be paid to the content, i.e. the content of the site. The concept of content includes information that is placed on the pages of the resource. It can be text, images, audio and video.
Basic rules for the formation of content:
The text should contain keywords (with direct, morphological and diluted occurrences). Highlighting tags should be used in the text, which will help focus on specific points and increase the weight of keywords. Content should be useful and unique. The uniqueness of the text must be at least 95%. This point directly affects not only the ranking of the page, but also how willingly users will share your material, which, like site optimization, will contribute to the growth of your sales. When creating content, think about visitors first – don’t create it for search engines!
Images must be of high quality, but at the same time with adequate resolution for the page size, otherwise they can significantly slow down the website loading speed.
STEP # 6. Organize internal linking.
After the landing pages are created, it is necessary to carry out internal linking, which will allow users and search robots to easily navigate to other pages of the site. If this is not done, then there is a possibility that they will not be indexed in search engines.
In addition, at this stage, you need to build a linking of menu categories. Here you will need developed scripts, in which you need to add previously collected queries and transfer the weight from low-frequency pages (such as product cards) to pages with high competition.
STEP # 7. Optimize your site navigation and design.
The navigation and design of the resource affect the behavioral indicators of promotion. In other words, if users can easily navigate the site and its design does not cause rejection in them, then this helps to improve the behavioral indicators of the resource, which in turn increases the position of the project in the search results. Therefore, the task of this stage is to improve the navigation and design of the site.
To reduce the bounce rate, you must:
Competently design the “About Us” page; Organize information on the site; Check the availability of contacts and information on the cost of goods and services; Check the ability to navigate between pages; Fix order forms; Change the colors of page elements for a nicer appearance. In addition, you can create a mobile version of the site that will increase the visibility of the site for a mobile audience, which will also help increase conversions through mobile traffic.
STEP # 8. Perform external optimization.
External optimization implies the purchase of links (link building) for the promoted pages. Note that you should not purchase links if you have not finished working on the internal optimization of the resource. Otherwise, you will not be able to get the maximum effect, and, quite possibly, will only make it worse.
For high-quality external optimization, the following work is required:
(donor sites) using Ahrefs, Serpstat, Majestic Site Explorer, Semrush and other services; Create an anchor list, i.e. a list of words and phrases that will be linked to your site; Purchase links from thematic resources; Connect crowd marketing, i.e. getting natural links in blogs and forums; Create communities on social networks and post links to the pages of your site in them.
It is important to create and post on the site such content that users themselves distribute or link to. These links are considered the most useful.
Website promotion for beginners implies constant work on the resource: expanding its structure, changing texts, reworking meta tags, working on internal linking and building up the natural link mass. This is not a one-time job, but a constant and laborious process that requires a deep understanding of all stages and nuances. Achievement of the site in the TOP is possible only with the high-quality performance of the entire range of work on seo-promotion!