Sometimes even very well built company websites do not help to get the result the entrepreneur expected. The company's profit is not growing, there are no new clients? Then it is very likely that the website is not SEO optimised. What SEO optimisation is, we will explain in this material.
What is SEO?
Search engine optimisation - this is a set of actions aimed at promoting an online resource in search engines and increasing traffic to the website.Wikipedia
Search engine optimisation of a website includes:
- website analysis;
- competitor audit;
- fixing errors and inaccuracies in the website texts (title, description);
- fixing technical errors;
- building the semantic core;
- sorting search queries across all pages of the website;
- internal linking on the website;
- working with inbound links to the website;
- registering the website on external resources;
- tracking the results.
В SEO optimisation are needed by absolutely every website, including online stores, company websites and the sites of individuals who provide services - in a word, resources from the business and information space. How can you use this to make your business more profitable?
The main task of SEO optimisation - this is the promotion of a website and the growth of quality traffic to a web resource. After properly executed SEO optimisation the traffic of a website grows strongly, because the resource is in the so-called «visibility zone» for potential clients: as a rule, in the first 10 lines of the search results. So SEO is one of the main keys to success.
There are two types of search engine optimisation: off-page і on-page.
On-page SEO optimisation
- these are the actions carried out by an SEO specialist inside the website. A preliminary analysis of the site is done, as well as a technical analysis. Then the semantic core is built, the meta tags are optimised, optimised texts are written and technical errors in the work of the resource are fixed (code, internal linking, microdata).
Off-page SEO optimisation
- this is the process without which the on-page optimisation of a resource makes no sense. At this stage quality links are obtained from other sites, the web resource is promoted by growing its link mass, and the site is mentioned on other online sources on the same or a similar topic. There are many programs and automated SEO promotion services on the Internet. In Ukraine there are several of them, but each one requires knowledge of promotion, and they all work from a template. Using promotion services does not mean an individual approach to each particular site. The promotion as such will be very weak, and as a result the promoted site may fall under the filters of the search engines. But that is not all! It is important to mention what the time to results from SEO optimisation depends on. On average the first results from SEO optimisation come in about 10-12 weeks and it can continue for up to a year.
back to contents ↑There are several points that affect website promotion:
• The age of the website (the longer a site exists on the Internet, the more search engines "trust" it);
• Total traffic (the number of visitors who will find the information on the site useful);
• Loading speed of the desktop and mobile versions of the website;
• The number and quality of resources that additionally promote the website (the more and the better, the more effective);
• The total number of websites on this or a similar topic.
How do you know that you need SEO optimisation?
First, the meta tags and headings of the resource are not optimised: not "tuned" to the keywords, an uninformative or inaccurate Title.
Second, the site has a small number of pages with non-unique content. All the main pages must have unique texts with keywords.
Third, the site has no contact information or it is incomplete. You should think carefully about how to present contact information so that a client can easily find you in real life; you can attach a map.
Fourth,a lack of information about products and services, poor quality photos. Descriptions of products and services are also better written using key phrases. Photos should be unique too, so shoot the products yourself.
The main sign is a sharp drop in website traffic. If potential clients have stopped coming to the site, that is a bad sign.
What does the cost of SEO optimisation and website promotion depend on?
The cost of SEO promotion of a website depends on several criteria:
First, the topic of the site matters. The more popular your field of activity, the more money and effort you will have to put into promotion.
Second, the cost depends on the queries the site will be promoted for. And also on their frequency (how many times per month this key phrase is searched in search engines) and their number. The more often a key phrase is searched, the more profitable and the more expensive it is.
Third, the age of the domain and the information on the site. The original texts of a resource can differ by many criteria: one can be promoted in a month, another in three years, and even that is not guaranteed. A number of important characteristics of the website the SEO specialist will promote matter here. These characteristics include, for example, the popularity of the site and how often it is cited on other resources. So it is much harder to promote a new website than one that has existed for, say, a year. To get exactly the result you need, turn only to professionals.
