Search engine optimization and search engine promotion
In general, the terms “optimization”, “promotion” and “promotion” of a site are often confused. On the one hand, this is quite legitimate, since the work that is meant to be carried out within these terms is quite similar. They have a common goal: to increase the visibility of the site in search engines, to raise the site to the first page of search engine results. On the other hand, as a result of mixing concepts, the customer often does not fully understand the essence of the work carried out on his site and does not soberly assess the results that are achieved through search engine optimization, search engine promotion, and promotion in search engines.
In this article, we will NOT talk about contextual advertising, display advertising, etc., since search engine optimization of a website is most important as one of the stages of website promotion. In other words, it is not necessary to optimize the site if, for example, you plan to provide only contextual advertising, and it is absolutely necessary to order search engine optimization if you want a stable position at the TOP of search engine results.
The main stages of site optimization
Let’s list the main stages that you have to face during the search engine optimization of the site:
- Primary analysis of the field of activity, site analysis, competition analysis
- Selection of key queries for search engine optimization (in other words – the formation of a semantic core)
- Working with the structure and content of the site
- Working with site metadata
- Site registration in search engines and directories
Let’s try to describe the difficulties that may arise at each of their stages. As you know, getting correct analytics is the key to the success of any business. At the first stage of search engine optimization, it is important to analyze several planes: the scope of the company, the structure of the site itself, its content, the level of competition. Plus, already at the first stage of website optimization for search engines, it is useful to find out the difficulties that you will have to face.
The analysis stage corresponds to the stage of compiling the semantic core: in order to form the core of requests, you first need to understand the location of the content on the site. Understanding the essence of the distribution of queries gives an understanding of the scope of work on the search engine optimization of the site and allows you to predict the results.
In the course of drawing up a navigation system and distributing queries among pages, the optimizer may have a proposal to add new pages on the site, move content from one page to another. When ordering site optimization, be prepared for the fact that you will have to change the textual content of the site. Site texts are an important factor in its ranking by search engines.
Do not be intimidated by such changes. If you are thinking globally and aiming for long-term results, heed the advice of SEOs. With a competent distribution of promoted queries across pages, your target audience will get exactly on the page that exactly matches the entered query.
This means that the conversion will be several times higher; the effect of search engine optimization will be brighter. Give the user exactly the information he is interested in and he will be thankful.
If you order search engine optimization from professionals, then it is important not to miss out on the analysis of competition. The optimizer must know your competitors on the Internet by sight, as this also affects the result.
Competition analysis is usually carried out based on the indicators of the first ten issuing sites. The site’s “authority indicators” (PR, thematic citation index (TCI) of the site, the presence of registration in catalogues, etc.) are subject to analysis, and the link popularity of the project is also assessed.
At the stage of search engine optimization of a site, it is important to correctly assess the strength because sometimes the promotion of 10 narrowly targeted queries turns out to be much more effective than the promotion of one general query (for example, “real estate”). Optimization and promotion of a site for more private requests make it possible to achieve a fairly fast and stable result with adequate budgetary costs.