When and who needs search engine optimization (SEO)?
By Search engine optimization or SEO (search engine optimization) is a continuous work. Even if you take the first positions in search engines, you can not stop: without updating the content, the site will lose position. SEO makes sense if you’re an expert in your business and are building a serious business “for years. We began to optimize the site 10 years ago and continue to this day. Below are the actions required for the search engine promotion of your resource.
- Analyze
It is necessary to analyze the network and find out the industry standards and the position of the site in relation to competitors. For example, information technology is a highly competitive sphere, there are several hundred software companies in the Russian Internet. And there are no more than forty gold mining companies in Russia. We choose 5-10 resources on similar topics (the more the better), evaluate their structure, design quality, and content, and look at the best ones.
Next, we analyze the number and geography of visitors, as well as the reference base. If our site is being referenced by “toxic” resources, it may be easier to create a new site that is not spoiled by low-quality links. On the contrary, links from popular profile sites improve ranking.
- Choosing a promotion method
Depending on the activity and goals of the company choose: search engine optimization or contextual advertising.
Contextual advertising (Google AdWords) guarantees the first positions for the chosen search queries. Each user’s click on an ad is paid for and the price per click is set by the advertiser. Several companies are placed in Direct for one keyword phrase, the set prices are taken into account for the distribution of display places: the one who pays more is the first.
We recommend contextual advertising for seasonal sales, short campaigns and special offers. In the output the site is marked as “advertising”, and the ads are read by users who are ready to buy immediately. Direct works quickly, is expensive and does not require any special site adjustments.
Search Engine Optimization – a more complex promotion for businesses aimed at long-term existence. The first sites in the output without the label “advertising” users trust more. The resource is visited not only for the sake of purchase, but also for information, because for SEO you need valuable professional content.
Search engines suggest the page to users, and if the latter stay on it, the article rises in the ranking. Meaningless and uninteresting texts will not attract traffic. For example, our article “Software Warranty and Technical Support” has been occupying the first lines in search results for many years: users read it regularly.
It is difficult to create high-quality content, and you have to post new texts regularly. Unupdated sites rank poorly.
Setting up site profiles in search engines.
When registering services will show a number of errors and recommendations for correction, which is important to implement.
- Check the server location and language versions of the site
The server on which the site is located – it’s hosting, which is tied to the IP address of the data center. Search engines determine where the server is located and show the site to a geographically relevant audience. Therefore, the server must be located in a city with a target audience. If we are interested in several cities, you need to cache the site at different IP addresses in each city.
If you put several language versions on the same domain, it does not mean that the site will be seen by foreigners. Each language is a separate SEO project. You have to buy different domains and put the appropriate language on each. Then the site will start to rank in the right country. If the Polish market is of interest, the server should be Polish, the address and phone number should be Polish, and links should be from Polish sites.
The search engine consists of search clusters that work for a particular country. If the company works for Americans, the server must be in the United States. For example, only 15% of the visitors to the English version of the site were Americans; when we moved the server to San Francisco, visitors from the US accounted for 60% of the traffic.
Then there is segmentation by city. If we work for the whole country, the server must be located either in the geometrical center or in the capital.