SEO (Search Engine Optimization) is a set of external and internal optimization works aimed at improving the website’s position in search engines and increasing search traffic. The growth of search traffic in turn leads to an increase in the number of new customers and profits.
The aim of SEO is to get a website in the top 10 of Google search results for all relevant search queries.
The goal of SEO is to bring as much targeted traffic and new customers to the site as possible.
What is the result of SEO promotion?
The higher the position of the site, the more potential customers can go to the site.
Attracting new customers, in turn, can lead to more sales.
Improving the site can increase user loyalty and make them potential customers.
Also, SEO work can affect brand recognition and credibility.
Pros and cons of SEO over other channels to attract traffic
Pros:
Getting warm, high-converting traffic;
traffic is relatively free;
the structure and usability of the site improves, which in turn can have a positive impact on conversions from other sources;
the technical condition of the site improves;
attracting NTB (New To Business) users.
increased brand awareness. Even if the user doesn’t make a purchase, you can continue to engage with them through remarketing.
Cons:
The first result is usually achieved after 2-3 months.
refinement of the site and the implementation of SEO-recommendations requires additional resources (you need a development team in-house, or you need to involve development by SEO-agency or other contractors).
High competition in the search topics.
What types of work are included in the SEO-promotion
- Gathering search queries and compiling a semantic core.
This is the first, basic and one of the most important stages in site promotion.
Technical audit of the site
Technical audit – no less important stage in SEO-promotion. If the site has many technical problems and errors – most likely, it will not rank well.
- analysis of commercial factors and comparison with competitors
Comparative analysis with competitors is carried out in order to understand what makes the competitors rank well.
Also, the analysis can find references for the implementation of new functionality on the site or refinement of the current one.
- work with content
Users get to know your website for the first time in search results. That is, the first thing users will see is a snippet consisting of text, emoji, and in some cases additional elements in the presence of microdesign (contacts, prices, questions and answers, star rating, navigation chain, etc.).
Snippet should contain keywords, but it should not be spam, so that users would go to your site. Also, the snippet should be attractive: it should contain UTP, emoji, additional elements (discussed above).
In order to make the snippet the most attractive, you need to work on the composition of the title and description meta tags.
Once the user has arrived at the site, in addition to buttons, links, commercial elements, photos and videos, the text content is important, which will help users find the answer to their question or decide whether to buy a product or service. Content for search engines has a number of requirements:
it must be unique;
must not be overspam or overoptimization;
content on the page must match the intent of search queries;
the text should not contain water;
in many areas of content must be written by an expert in the subject.
In order for the text to meet the requirements of search engines, you must conduct a technical analysis of the text, an analysis of the texts of competitors and topic leaders, and on the basis of this analysis to form the terms of reference for writing the text.
- Analysis of the structure and internal reference mass
Analysis and refinement of the structure of the site – also one of the most important stages in SEO-promotion. We need to create an ideal structure so that the site created pages for all groups of search queries, and that users can find each page in 2-3 clicks. When working with the structure it is necessary to properly distribute the level of nesting of pages according to their “importance”. You must also intelligently think through the structure of linking, so that users were comfortable to use the site navigation and between pages properly distributed by link weight. - External link mass
External links are still an important ranking factor. However, now the search engines do not matter the quantity but the quality of these links. External links help a site gain authority on search engines. The more authoritative resources refers to the site, the more it becomes authoritative for search engines.
External links also help to attract additional traffic and increase brand awareness.
