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How-to 8 min read October 1, 2019

What is SEO website promotion: the basics of SEO

SEO website promotion in search engines is suitable for most businesses, offering their products or services via the Internet. This is an effective way to take root in search results for a long time and constantly increase the number of visitors.

What is SEO website promotion?

The abbreviation stands for Search Engine Optimization. In simple words, SEO is a set of actions for internal and external optimization aimed at increasing the position of a site in search results.

This is not just building link mass or creating useful content. In order for the site to rank well by search engines, you need to work on it in a complex.
A site does not make sense without its promotion. Without optimization, the attendance of the resource will be very low or completely zero, unless other methods of attracting traffic are involved.
SEO is suitable for everyone who is going to or is already selling products over the Internet, looking for clients, customers, partners, etc. It makes sense to do website promotion if:

  • your product is in demand among a wide audience;
  • your company has online competitors;
  • the goods are allowed for sale at the legislative level;
  • you are ready to wait for the results for at least a few months;
  • you are looking for a relatively inexpensive, but effective and reliable way to constantly attract traffic;
  • you are ready to invest time and finances in your website, constantly develop and improve it;
  • you plan to stay in the market within your niche or expand over time.

To achieve a quick effect, SEO optimization is not suitable. It is designed for a long-lasting effect. You can see the first results after starting work on promotion no earlier than in 2-3 months.

What SEO Includes in 2019

Search engine optimization and website promotion are constantly evolving. The ranking algorithms are being improved, new analytics and tracking services are being developed.

For example, a few years ago, building up external link mass was considered the most important step. In 2019, it is worth focusing on internal optimization, and for external carefully selecting donors on the principle of "better, less, but better".

SEO site promotion in search engines includes three key areas: external, internal optimization, and analytics. Each direction consists of different actions that need to be performed in a certain sequence.

Stages of search engine promotion sites

1
Analysis of a niche and audit of competitors. It is necessary to study websites of similar subjects, which are in high positions. Pay attention to the structure, usability, the number of donors, attendance, age, promotion in social networks. At this stage, you will learn which optimization methods are effective among your main competitors.

In parallel, it is necessary to analyze the niche as a whole. Where should we expect maximum traffic, what additional channels should I use? To analyze competitors, you can use Serpstat, Similarweb, and similar services.
2
Technical audit of the site. If the resource already exists, you need to check its current status and evaluate the progress for the past period. If there is no optimization history, connect the site to web analytics tools (Google Analytics, Google Search Console).

At this stage, you should analyze the current position of the site, the number of key phrases used, traffic sources (if any).

It is also necessary to check the site for technical errors, determine the page loading speed, find out from which search engine traffic comes from, whether there are gross violations that can slow down the promotion.
3
Compilation of the semantic core. Selecting the maximum number of relevant key phrases helps to increase the influx of visitors (traffic). There is no optimal number of key queries; for each project, they are selected individually.

You can build a semantic core using Serpstat and similar services.
4
Development of the site structure. Depending on the assembled core, you need to create or update an existing structure. In this regard, new sections and directory pages may be added.
5
Filling pages with content. It should be unique and as useful as possible for visitors. Moreover, each page should be sharpened for a specific key request or group of requests.

It's also important to add Title, Description meta tags, H1 – H6 subheadings to each page and create attractive snippets. To do this, it is desirable to use microdata.
Meta tags and microdata usage on the website
6
Internal linking. If you have text and graphic content, you must add links leading to the internal pages of the site in order to increase the time spent by the user on the site and the depth of viewing.
7
External optimization. At this stage, it is necessary to draw up a plan for the gradual receipt of links from donor sites that are pre-tested for credibility.

In 2019, the rule "the more external links, the better" does not apply. In terms of external optimization, it is necessary to indicate the names of sources, a near-reference text and the number of links required for promotion on a monthly basis.

You can find out the best donors using competitor analysis. It is also recommended to use directories of companies and sites, forums and aggregators as free sources.
8
Promotion on social networks. Creating groups and profiles, a video channel increases the recognition of your website, brand, product, and indirectly helps in search engine promotion.

In parallel with these actions, it is important to monitor new trends in promotion, learn new tools, find out news in a thematic niche, and monitor competitors. Regularly compile reports and track the trend of the site. It is allowed to conduct experiments, tests, surveys among visitors.

The percentage distribution of optimization actions looks something like this:
Optimization actions on the site
To find out the basics of SEO, read the official help of search engines, recommendations from authoritative sources, posts on popular blogs, and news. For a successful start of the promotion, it is advisable to take SEO courses that will help you better understand the terminology, learn the basic steps, and the necessary actions.

Conclusion

Website optimization for search engines consists of several stages. Most are carried out internally, but it is also important to attract traffic from external sources.

In parallel, it is necessary to analyze the already completed actions and plan future work on promotion. Search engine algorithms are constantly being improved and supplemented. Therefore, it is important to follow the news and trends of SEO optimization.

You can promote any site that sells goods, services or provides useful information to users.

Before starting work on increasing positions in the results, it is necessary to conduct a thorough SEO-analysis of the site, as well as examine competitors, their thematic niche. Any actions must occur according to plan.

To learn more about the basics of search engine optimization, it is recommended that you go through SEO training.

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