Table of contents
- 1 What is SEO website promotion?
- 2 Why do you need SEO website promotion?
- 3 Benefits of SEO optimisation
- 4 Disadvantages of SEO optimisation
- 5 Criteria for successful SEO optimisation
- 6 Terms of SEO promotion of the site
- 7 Methods of SEO website promotion
- 8 Stages of SEO site promotion
- 9 What result can be obtained from SEO site promotion
- 10 Conclusions about SEO website promotion
- 11 Frequently Asked Questions
Online business owners often desire their website to occupy high positions in search engines, such as Google and Bing, for thematic key queries. After all, the higher a web resource’s position in the organic output, the more traffic it will attract. However, search engines strive to offer users the best answers, so to reach the top, you need to do painstaking long-term work called SEO website promotion.
Let’s understand SEO in simple words, why a website owner needs to do it, and how to maximise the effect of attracting potential customers from free organic search.
What is SEO website promotion?
Simply put, SEO optimises a website to increase its visibility in search engines, particularly Google. Visibility of a web resource is a part of CA, which saw a link to your resource when entering a certain query (for example, “buy a bike in Kiev”) in the search box. Constant improvement of site visibility on SEO = constant traffic growth from organic (free) search.
SEO promotion includes various aspects, such as analysing keywords, creating quality content, improving technical SEO parameters, building a link profile, and monitoring results.
So, what is SEO website promotion? It is an investment in the future of your business, which with the right approach will bring great traffic, conversions and revenue. The site owner can order SEO promotion or try to do it himself, in any case, it is necessary to understand some basic features of search engines.
How the search engine works
A search engine (SE) crawls billions of web pages using special programmes called robots. They constantly scan the Internet, collecting information about new or changed pages. The search engine then stores this information in a special database called an Index.
When a user enters a query into the search bar, the system analyses it and tries to understand what exactly they are looking for on the Internet. To do this, the system uses various algorithms that take into account the following factors:
- key words,
- synonyms,
- morphology,
- semantics,
- geolocation, etc.
After that, the SP provides search results, ranking them by relevance and popularity, applying various algorithms taking into account the number and quality of links to the web page, the user’s search history, personalisation and other factors.
What is crawling and indexing
Scanning and indexing are the processes by which the SP collects, analyses and stores information about web pages:
- In scanning, special programmes visit web pages and extract text, links, metadata and other data from them.
- When indexing, the search engine processes, sorts and adds the scanned web pages to a special database called an index. The database allows the search engine to find the most relevant pages for user queries quickly.
What is ranking
This is the process of generating search results, search results that are relevant (suitable) to the user’s query. Search engine ranking algorithms are quite complex. A lot of factors are taken into account here. For example, the Google search engine considers 200+ factors, including:
- quality and relevance of content;
- the number of web pages with links to a given web resource and their weight;
- key phrases and their synonyms;
- URL and title of web pages;
- type of information that is requested: web page, photo, video, article;
- personal preferences and more.
Interesting to know: Google passes billions of queries every day, since 2003, 450 billion first-time searches, i.e., unique queries, have passed through Google’s PS. About 15% of all daily search queries in Google’s SP are unique..
Why do you need SEO website promotion?
SEO promotion allows you to attract more visitors who are interested in your topics or products. SEO promotion is a complex work aimed at promoting and advancing the project on different user queries. SEO optimization must necessarily take into account the constantly changing requirements of the main search engines. The ultimate goal of SEO optimization is to raise the website’s position in the search engines.
Why is SEO optimisation so important? Its importance lies in the fact that according to statistics, about 95% of users come on commercial queries from the first page of the search. In addition, about 70% of traffic on commercial queries (the phrase has the words “buy”, “price”, “order”, etc.) are the first three positions of the search engine, for which there is a serious struggle. Getting to the top of the search results, as a rule, means a large number of visits and increased sales of goods/services.
SEO promotion allows:
- Increase traffic (number of visitors). Even recently popular social networks cannot compete with search engines in attracting traffic. About a third of the traffic of online shops is generated by popular search engines, and this figure is even higher for info sites.
- Improve user experience. SPs try to do so to answer users’ queries as clearly as possible. That is why the main task that is put before the SEO specialist is to create an informative web resource with a convenient and understandable structure for people and search robots. A useful and informative website has a better chance of reaching the top of the search results.
Benefits of SEO optimisation
What are the benefits of SEO promotion:
- Increase traffic to your website from a targeted audience interested in your product or service.
- Increasing the trust and reputation of the resource among users and search engines.
- Reduced advertising costs as SEO optimisation is a longer term and more effective promotional strategy.
- Improved conversions and sales as the website becomes more user-friendly and attractive to visitors.
SEO promotion is the cheapest and most promising advertising channel compared to other options for attracting traffic, including order contextual advertising. However, SEO optimization has its drawbacks.
Disadvantages of SEO optimisation
The main disadvantage of SEO is the time and resources required to promote and achieve meaningful results:
- Long wait for returns from SEO, while contextual advertising works from the first day of setup and launch.
- Search engine requirements and algorithms change frequently, filters appear, etc.
- You have to fight with competitors for a “warm” place at the top of the rendition.
- SEO promotion requires financial expenses for the work of the SEO optimiser, webmaster, and copywriter, and payment for special software and tools.
Criteria for successful SEO optimisation
The criteria depend on the goals and specifics of each resource, but in general, we can highlight the following indicators of successful SEO optimisation:
- Increased traffic from search engines.
- Increase conversion of visitors to customers.
- Increase audience trust and loyalty to the brand.
- Improving the position of the site on key queries in search engine results.
- Expand reach to target audiences by geography, demographics, interests, etc.
Metrics of success in SEO
There are 7 key metrics used to check and monitor the effectiveness of an SEO campaign:
- Organic traffic (the number of site users for the reporting period) – a metric that can be seen in Google Analytics (if you promote the site in this PS) by going to the appropriate section: Acquisition > Overview > Organic Search.
- CTR – % of users who visited an online resource after seeing one of your web pages in the search results. For example, if 100 users saw your page, and 20 of them clicked on the link, then CTR = 5%. This figure largely depends on the attractiveness of the snippet (title and description). At low parameters of CTR must necessarily better work out the meta tags.
- The bounce rate is the percentage of visitors who went to the landing page from an organic search and did not make any further transitions between internal pages. It is the best indicator of the quality of content. It shows how useful a web page’s content is and how well it fulfils the user’s needs.
- Keyword ranking. Any actions aimed at SEO optimisation of the site are done only to be higher in the search results for specific keywords and, accordingly, to attract more visitors and potential customers. Keyword ranking (positions) can be checked manually or using special services.
- Site load speed. This is an important factor affecting user satisfaction and conversion rates. If your website takes too long to load, you risk losing visitors who will leave for your competitors. SEO optimisers use Google PageSpeed Insights to track a website’s loading speed and performance and each of its pages.
- Domain authority. Improving domain authority for search engines is one of the main tasks in SEO. Various tools and services are used to monitor domain authority, such as Website Authority Checker, Majestic, Ahrefs, etc.
- Conversion. This characterises the effectiveness of the promotional strategy being implemented. To track conversion in Google Analytics, goals are set for sales, increasing the number of subscribers, registrations, etc.
Terms of SEO promotion of the site
If the online resource is created a long time ago and promoted by low-competitive queries, then the first positive results can be observed after a month of SEO site promotion. But in a competitive niche, the positive effect from the work of SEO optimisers will come not earlier than in 6-12 months.
Important! There are no conditions and no guarantees that your site will occupy the first line in the Google search engine. Therefore, do not trust SEO specialists who promise high rankings thanks to “priority registration” and “friendly relations” with Google. There is simply no such thing.
When to end SEO promotion
This is a question that every online business owner is interested in. There is no unambiguous answer to it, as everything depends on the niche’s goals, budget and competition. But there are several criteria by which you can assess the effectiveness and the need to continue an SEO campaign:
- Positions by key queries. If the site is in the top 10 or top 3 for the most important queries for the business, it can be considered that the promotion has yielded results. But this does not mean you should stop, as competitors are not slumbering and can push you out of the top.
- Traffic from search engines. The higher the traffic, the more potential customers and income. But traffic does not always correlate with positions, as there may be seasonal fluctuations, changes in search engine algorithms or other factors.
- Conversion. This indicator depends not only on SEO but also on usability, design, content, and other aspects.
Based on these criteria, we can conclude that you should end SEO promotion when the site achieves its goals for positions, traffic and conversions, and when these results are stable and not subject to sudden changes.
Methods of SEO website promotion
SEO promotion includes external and internal optimisation, and the most effective is the complex application of two methods simultaneously.
Internal SEO optimisation is the process of modifying the content of web pages to enable them to be fully and quickly indexed by search engines:
- Updating and editing content.
- Creating and correcting the robots.txt file.
- Adjusting Snippets.
- Editing programme code.
- Linking between internal pages.
- Keyword work.
- Visibility of usability and design.
External SEO optimisation – website promotion through:
- Publishing content on third-party resources (reviews, articles, press releases, etc.).
- Eliminating inconsistencies that can provoke lower positions and blocking by search engines.
- Constant monitoring of web resource positions in organic rendition.
- Website registrations in online directories and other search engines.
- Engaging social media and blogs for promotion.
- Perpetual link purchases, etc.
Of course, this is not a complete set of promotion methods. New methods are constantly appearing, and some of them are “grey” (not officially banned) and even “black”, violating the rules of the PS (spam, doorways, cloaking).
Stages of SEO site promotion
Comprehensive SEO website promotion can be divided into several stages, each of which we will consider in more detail.
Getting to know the project, analysing the niche and competitors
The very first stage allows you to determine the goals and strategy of promotion and identify the strengths and weaknesses of the site compared with competitors. It includes the study of demand, keywords, traffic, conversion, design, usability, technical parameters and other factors affecting ranking.
Technical audit of the site
Optimisers check usability, content, and internal and external optimisation during the audit process. A technical audit will help identify errors and deficiencies affecting a website’s SEO promotion.
Semantic core collection
At this stage, it is necessary to collect and group keywords and phrases by which users search for goods or services. The semantic core is the basis for creating content and forming the site’s structure.
Formation of the site structure
It is a way of organising and presenting information on web pages and their links. The structure should consider the goals and objectives of the project, the needs and expectations of the target audience, and design and content features. The structure affects navigation, usability, conversion rate and effectiveness of search engine promotion.
Website content development
This includes creating, editing, and optimising texts, images, videos, and other materials designed to attract and retain visitors’ attention. SEO copywriting helps increase an online project’s relevance, uniqueness, and usefulness for the target audience and improve its position in search engine results.
Re-linking
It involves creating internal links between pages related by topic or keywords. The purpose of linking is to improve usability, increase visitor engagement, and increase the weight of web pages in the IP.
External optimisation
External optimisation is the process of increasing a website’s relevance and popularity in search engines through external factors such as links, social networks, media mentions, and more. It helps improve a resource’s visibility on the Internet, attract CA, and increase conversion rates.
What result can be obtained from SEO site promotion
SEO website promotion can produce the following results:
- Increased traffic from search engines.
- Increase in conversions and sales.
- Increase brand awareness and customer loyalty.
- Improved reputation and credibility.
- Advantage over competitors.
To achieve these results, regular analyses, optimization of technical and content parameters, formation of a promotion strategy, selection of keywords, creation of high-quality and unique content, building of external link mass, and monitoring of the effectiveness of SEO promotion are necessary.
Conclusions about SEO website promotion
Our article looked at what SEO promotion is and why you need it for your online business. This process is effective, but not as fast as we would like it to be. It should be approached comprehensively to bring the site to the top of the promotion. SEO results depend on the resource’s initial state and readiness to work on promotion (on average, it is 3-4 months). If the site has problems, they are eliminated, and you can only proceed to SEO.
Frequently Asked Questions
✔️ What is the cost of SEO website promotion?
✔️ Why do you need SEO website promotion?
✔️ How long to wait for results from SEO optimisation?
