First SEO, then website: turn-based search engine optimization strategy for dummies

The first introductory. I am professionally deformed. I really like how Google works, it's the best marketer I know. He does everything to satisfy the needs of all. When working with search, you work on the principles of inbound marketing, with a limited budget - this is the best channel for investment. I don’t want to buy on Facebook. I buy in the search. The second introduction. The search engine is jammed to the eyeballs, in almost every niche there is hypercompetition. Despite this, only 5-10% of our customers think out a strategy for promoting a future site even before development. “I made a website, I want to sell,” they tell us, simply not realizing that there is literally nowhere to pour traffic.

How a customer can get to your site

So, you have a business, you have made a website and are waiting for sales. How can customers find you? There are six main ways: organic search results (SEO), contextual advertising, social networks, email, referral traffic, direct traffic. SEO is the optimization of your website in accordance with the requirements of search engines. To do this, we need to understand the main task of the search engine - to offer you the highest quality answer to your request. Then you will come again and again, ask new questions, receive answers, and at the same time click on the advertisement. A search robot is a program that knows about different sites, walks through them, crawls, does semantic analysis of each page and adds them to its index.

Why customers do not get to you from organics

There are four main errors:

• The site architecture has not been developed;
• not unique content;
• poor internal optimization;
• dangerous link strategy.

Architecture. I want to order water delivery. I can search on Google: “Water delivery Kiev”, “Water delivery + city district”, “Water delivery around the clock” (free, fast, in an hour, etc.). These are all completely different semantic queries that we need to collect, and with their help attract customers to the site. Where to get these queries? You can invent it yourself, but why, if the search engines give us the opportunity to get them for free. What can be used:

• Data from Webmaster Tools and Google Analytics for requests from organics - if you already have some kind of traffic on the site, then here you can see what queries you have already been searched for.
• Keyword Planner in Google AdWords - you can simply drive in a competitor’s site and get all its semantics.

An example . An online reservation service contacted us. The project worked for about a year, but did not bring money - there was no traffic. We have collected all the queries that are relevant to the topic (we got about 100,000 queries). Then we began to group them. This is done for us by automatic clustering software, our development, which analyzes the issuance of a specific request and attaches the request to a specific page on the site. At the same time, the entire group of queries on one url forms one cluster. But you can do this with your hands in Excel. You need to group all requests according to homogeneous attributes. Example:

Having divided all the requests into groups, we realized how many pages and in which hierarchy should be (a separate landing page is created for each group). If there is any doubt about which group a particular semantic request belongs to, type it in Google in one tab, and in the next one, type any request from the group you want to include it in. If there are at least 3-4 matches in the results, then relate the requests to one cluster. Having done this work, we got this structure:

Now we have not just one page “Restaurants in Kiev”, but “Restaurants with a children's room”, “Restaurants with a hookah”, “Restaurants with live music”, “Restaurants with Hungarian cuisine”, “Inexpensive restaurants”, etc. , that is, a large query tree that will help reach the entire target audience in the search. For half a year this service confidently entered the top three among USA online table reservation services. If your site have English language, so, this work can be done by seo expert in usa.

Summary

1. The correct structure will ensure maximum coverage of the audience.
2. You will have additional landing pages.
3. The number of key queries that customers will find you for will expand significantly.
4. Time to withdraw to the top will be reduced, the cost of promotion will be reduced.

Now content

The structure is created, now we need to fill in all the pages with content. Now they talk a lot about how to create it, how to visualize it, how to shoot and add video, draw infographics ... But often they forget one simple thing - the robot scans the site. The robot understands the text and for him the site looks like a solid piece of code. With the help of certain tags that are in this code, you can tell the robot what a particular page is talking about. One of the most common mistakes: they started the site, something is moving somewhere, flowing, blinking, and they did not provide a block for the text on the page. And his robot ranks worse than the competitor’s crutch site, written in the best traditions of the past decade.

Content Requirements

• The main key in the heading - the key request by which the user goes to your site should be in the heading on the page. "Water Delivery in Kiev" is the headline.
• Uniqueness is not lower than 85% - the higher the better.
• Do not spam the occurrence of key queries, one key for 500 characters.
• Keys should be evenly distributed throughout the text, the text is divided into paragraphs.
• On typical pages of categories of subcategories (for online stores) enough 1500-2000 characters.

Content cannot be stolen. Google is firing, because it has already indexed the site where you stole the text. There is pessimization - the search engine lowers you in the search results because you steal someone else’s content. You are not helpful and do not help meet the needs of users. But still, do not forget about behavioral factors. Video, infographics, all these interactive things increase the time that a user spends on your site, and at the same time help improve conversion. But think carefully, what is more profitable for you now - to shoot a video for $ 1000 or to add contextual advertising to the site and quickly receive applications / orders.

Summary

1. The content of the site must be unique.
2. Content should be useful to the user.
3. Make a list of priority areas of product groups, start filling with them.
4. Provide blocks for texts on all landing pages.
5. Unique pages (product cards) with reviews or comments, product ratings, etc.

Internal optimization

We talked about the correct structure and content, now we will consider the issue of internal website optimization. Here our main task is to make the site convenient for the search robot.

• Meta data. There are meta tags that give the search engine basic information about your page - Title, Description, H1. These parameters must be filled in correctly in order for the site to rank well.

The H1 meta tag is used to indicate the most important heading in the text on the page, and the use of the H5 tag, for example, indicates the heading of the fifth level (less important). If you have a large number of pages (and if your cat marketer has taken care of the correct structure), then you can configure the automatic generation of meta tags.

Generation example for online stores:

Title: (category name) (brand) (model) - (action verb) in (city 1) at a low price ((city 2), (city 3)) | Site.com online store Description: (category name) (brand) (model) ☛ Order now! Professional advice ☎: 077 777 77 77. Delivery throughout USA ✔ Credit ✔ Reviews ✔ Reviews and articles. H1: (category name) (brand) (model)

• Duplicate pages. The search engine does not like duplicate pages - at two different urls we get to a page with the same content = blur the relevance of each of them.

The most common duplicate pages:

• with www and without www;
• pages that are generated when multiple filters are selected (for online stores), sorting pages;
• with a slash / without a slash (type in the browser the site address with a slash and without it - if you can access the site in both cases, then you have a double);
• with capital and small letters in url, etc.

The easiest way to find duplicates in Webmaster Tools is in the “View in Search”, “HTML Optimization” section. Solution: use the 301st redirect.

• Close garbage pages. Your site has a bunch of service pages, control system pages, registration, order confirmation, etc.

Google does not need these pages at all. You must not allow these pages to be indexed, because the robot spends its time on them. Solution: close them with .

• Configure the CNC (human-readable url).

example is bad: site.com/182/428/01-seo?qid=6a89048a-ef1e-4ace-857d-193d74da6601&v example is good: site.com/mobile/apple/iphone6 ​​It is important not to forget to put the 301 redirect from old urls to new ones. These are just a few basic points that you should definitely consider. Typically, a technical task from an SEO specialist takes from 30 to 50+ pages.

External optimization

Links are generally a separate area of ​​SEO. Difficult, expensive, long, but without it anywhere. In order for the search engine to understand which trust site, which to trust and which to show, it begins to analyze the environment of this site. Simply put, the more sites link to me (from my own niche with my theme), the more often they mention me on the Internet. And the better these links, the more credibility I have in the eyes of the search engine. If you abuse links, buy them anywhere, do not think over the ratio of anchors (link text), then you spoil the karma of your site - search engines banyat such sites. But do not buy links until you work out the structure of your site and optimize it. First SEO, then the site. Do not throw money away.