How to create the website promotional strategy
The reasons for the SEO-strategy creation
Therefore, before the process of the complex website promotion starts it is necessary to carry out the analysis both of the own project and competitors' ones. Then it is important to set the goals and to designate means in the furtherance of these purposes.
- Expansion in the number of sales (gain in sales) — for the commercial websites the most important indicator of the efficient Internet SEO campaign is the maximum level of conversion (when the website visitors convert into the consumers), the return on investments as well. The focused attention is paid for the orders expansion, high marginality level and the average spend sum.
- The achievement of highly ranked positions (on certain keywords) — this objective is relevant both for information assets and for e-commerce sites with the purpose to attract more potential consumers;
- Increase the quantity of website visitors — such purpose is important for the blogs and entertainment portals promotion. The companies that have no idea which users will be converted into buyers in future also are able to pursue this object.
How to check the efficiency level of the promotion strategy?
The number of visitors' checkout with Google Analytics
It is possible to get information about the number of visitors with help of Google Analytics, having specified the period of the interest. The comparison of the certain period rates with the previous ones is available. It is worth noticing that Google Analytics tool makes possible one more capability – information gaining about the dynamic pattern. Data showings are provided on the homepage of a Google Analytics service.
All the information concerning the search requests (queries) ranking is performed in the flap called "Search requests analysis" provided by the Google Search Console tools.
To try the individual objections setting options, it is necessary to take into account Google Analytics capabilities. Among the most demandable are the following aspects:
- statistics about certain pages session;
- facts about the activity with Shopping cart (as some goods into);
- ordering options.
The main stages of the website promotion strategy
- the website audition;
- the competitors' digital products analysis;
- semantic kernel creation;
- one kind of the needful strategy selection;
- internal site optimization;
- external website optimization.
- Age of domain – the newer website is, the more complicated to promote it;
- The availability of the searching systems constraints – any kinds of limitations and searching system filters are able to cause different problems to cope with. The only solution in such situation is to change the domain;
- Usage of the secure protocol https – this aspect is very important for the e-commerce sites. But it does not mean that other projects are able to neglect this key feature;
- The website usability, the aspect of design quality and media content. The mobile version is very necessary. It is possible to develop the adaptive web design as well – the digital platform should be viewed troubles on all pocket screens.
- The quantity of the indextied pages should be taken into account. The absence of any duplicates and html-code errors should be achieved. The parameter of the loading page rate, the server response and robots.txt / sitemap files are checked.
- The availability of the unique and suitable meta tags (title, description) for the search request is also necessary.
- Adequate H1-H6 titles usage is useful.
- The unicity and relevance of the performed texts – all the keywords should be presented, the grammatical and stylistic mistakes should be excluded. Alt attributes for the pictures should be also filled.
- Outgoing and inbound links should be included.
Competitors' analysis and semantic kernel creation
At the same time, it is important to analyze the structure of competitors' resources to understand which aspects they place emphasis on website SEO promotion on. The structure of own project is done on the basis of the analysis results — all sections and subsections of the website are formed then.
It is worth noticing that the search engine results could show the real situation: the needful requests have high competition and top rates all are taken by large portals which will be difficult to be bypassed. The only solution in this case is to promote the website with help of average and low competition requests.
The semantic kernel is created by the means of the gathered data. The requests division into groups takes place. The main aspect of the procedure is the requests frequency. It is worth noticing that showings could differ by reference to the subject type. The most popular (the most demandable one) will be divided this way:
- Long-tail query – less than 1000 requests per month;
- Mid-frequency ones (middle-sized queries) – 1000-3000 requests;
- Head queries – more than 3000.
- Long-tail query – 1-99 requests;
- Mid-frequency ones (middle-sized queries) – 100-800;
- Head queries – more than 800.
The strategy selection
Such strategy is relevant only for the well-built up websites which users make mention of. Therefore, in such case is not so important to run the external promotion. It is enough to concentrate on the processes of internal optimization and the analysis of other market outperformers' websites.
This variant will be suitable for rather top-ranking resources which are created long ago but do not take the leading positions at the same time. It is important to pay focused attention to the internal optimization, the question of the qualitative content and the aspect of the references (got out of the reputable thematic resources).
The e-commerce sites promote by categories names in that case. Ne more task for such digital project – to monitor competitors (to provide more favorable price policy and purchasing conditions to push up sales of goods on the website of interest).
The optimal variant for the new websites or those projects which have SEO budget limitations. It is aimed at target audience involvement – these consumer use while searching for the goods the specific requests only and know exactly what do they want to buy.
The notable feature to take into account – such category of clients is ready to make purchase in the presence of more favorable conditions, than at competitors could offer on other commercial websites. This situation entails the usage of the maximal possible number of the optimized landing pages.
The strategy is focused on the users' vast reach. One more purpose to achieve is to attract more potential clients from other audience categories. It will be suitable for the efficient promotion that needs the combination of all mentioned strategies in the article above (all-in-one).
Internal optimization peculiarities
The copywriter is responsible for the content creation in order the texts will be easily used for the website filling. The technical assignment should contain the information about:
- the needful size of texts;
- requirements to content uniqueness;
- texts structure;
- keywords inclusion, etc.
One more important point is the website internal relinking which is meant to redistribute the link juice adequately. When everything is done, it is high time to start the external optimization process.
The key point of the external optimization
It is worth paying attention to the selection of qualitative thematic donors, to approve the promotion budget and to choose concrete optimization methods — permanent and rent links, crowd-marketing, social networks links, etc. All the needful amendments in the strategy and the promotion tactics should be inserted well-timed.
If your business project belongs to the low competitive subject or you do not aspire to expand your client base with help of Internet promotion, you are possible to cope with SEO tasks yourself, constantly studying the peculiarities of Internet-marketing and learning some new pieces of base SEO knowledge.
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