How to promote a site – experts answer
Of course, you need to consider that your target users should at least find your site in search engines for key queries, and when you go to it, do not leave the site within the first seconds.
It is logical that your site needs to be optimized both for search engines (SEO) and to make it user-friendly in order to improve behavioral factors (viewing depth and duration, bounce rate), which is also taken into account by search engines when constructing search results for user-targeted users .
Website optimization for search engines (SEO) is a whole range of work that needs to be done before the site is directly developed. Unfortunately, not all site owners do this. Ideally, if the site developers and SEO specialist work in the same team and constantly interact.
What is included in the SEO work package?
- Creating a website promotion strategy based on business goals and user knowledge.
- Drawing up the semantic core of the site, conducting semantic analysis to identify "selling" semantics. This will help to effectively use semantics as a means of detuning from competitors.
- Creation of content and site structure taking into account the semantic core and user knowledge. Targeting site content in general and specific pages to user categories you define.
- Internal website optimization (meta tags, internal linking of pages, micro-layout).
- External website optimization (link building).
- Obtaining an SSL certificate for transmitting data via HTTPS – a secure version of the HTTP protocol.
It is highly advisable to develop and thoroughly test the mobile version of the site for adequate ranking by search engines. The era of mobile-friendly sites is over, now only mobile-first. Sites without adaptive layout have practically no chance of adequate ranking in search results.
It is useful for B2C segment companies to register in geo services (2GIS, Yandex.Maps) so that potential buyers find an offline store or service point on the map.
It should be remembered that SEO is not only effective, but also around the clock. Search engines regularly refine their algorithms, therefore, constant monitoring of updates and adjustment in accordance with the new requirements of search engines is necessary.
For several years now, the SEO trend has been considered website optimization for voice search, so many companies, especially those working in the B2C market, invest resources in the technical and content optimization of their sites in order to be competitive in their niche.
In addition to SEO itself, you need to take into account the user experience and opportunities that offer social networks, blogs, thematic communities, otzoviki sites.
When designing a site, it is advisable to use the services of a usability specialist. It will help to shape the site structure and page layout in such a way that the user is comfortable on your site. Then he is more likely to complete the actions you need: make an order, make a purchase, put aside the application.
You can add chat with the company to the link to your site in Yandex search results. It is convenient for the user and gives the company the opportunity to speed up the collection of applications and orders.
Company pages and thematic communities in social networks, reviews on specialized resources will become not only sources of links to the site for SEO purposes, but also a way to increase company recognition.
What cannot be covered with the help of SEO can be covered with various types of online advertising: contextual advertising in search engines and advertising networks, targeted advertising, advertising on social networks.
