All commercial websites that deal with the same subject matter as SEO are required to be considered. You will need to compete for organic issuance if users search for goods and services using Google or Yandex. The process of website promotion gets more complex every year and requires extensive knowledge and experience. SEO experts are needed to help you reach the top.
The success of website promotion is not just dependent on the contractor selected, but also on each customer: whether they understand what they want from SEO, whether they have the resources to achieve their goal, and whether or not he is willing to trust specialists and follow the recommendations. Dmitry Lashmanov is an SEO specialist at MediaNation. He spoke about the things a client needs to know about SEO before they contact specialists for website promotion.
Define your SEO goals and assess your opportunities
Goal-setting is the first step in website promotion. SEO may appear to have one goal: to get to the top of organic SERPs. There are many other goals. Here are some examples.
- Increase search traffic
- Increase non-branded search traffic
- Increase in conversions
- Traffic to commercial pages has increased
- Attraction of additional information traffic
- Increasing positions in search engines
- Take positions in the top 10 rating of thematic leaders
- Overtake competitors.
If you don’t have specific goals or if there are problems with the task, it is best to speak directly to an SEO specialist. They will help to determine the goals of promotion as well as create an effective strategy for each project.
It is important to evaluate the capabilities of your company when choosing an goal. Sometimes clients might not be able implement all of the SEO specialists’ recommendations. In financial and medical matters, for example, certain information must be placed in coordination with lawyers. The client may not be able to change the site’s structure due to certain circumstances.
These limitations should be communicated to the SEO specialist prior to the implementation of the promotion strategy. Experts can help you out of these situations.
A good example of a case study
The client is a clinic that provides medical services. The marketing department’s goal is to increase calls and appointments for procedure. The SEO department’s task is to increase site search traffic.
The audit of the technical part of the site was completed. Any problems that were affecting the site’s ranking were fixed. A commercial analysis was done and an audit of pages by the client and his rivals was also performed.
Based on the audit, suggestions were made to improve the visuals of the pages as well as the commercial portion of the site. Service pages now have more conversion elements. A button to sign up for a consultation has been added, for example, right next to “Sign Up for a Procedure”. You can also find post forms at the bottom of each page and in the middle of every page.
Although most search queries are informational, the intent of the query may not be informational at all. For example, “Botox for the Face” might be an example. This query was assumed to be used by a large number of people who will search for services. We have therefore improved the article so that users can sign-up for the process without leaving the article page.
We were able to increase search traffic by more than 4x (from 160 to 670 transitions each day) as a result our work in finalizing the site.
During the site audit, an SEO specialist will determine the promotion strategy
Without an SEO audit, it is very difficult to decide the best promotion strategy and forecast traffic growth. A comprehensive SEO audit is required to assess the site’s position and identify leaders and competitors.
Usually, the audit covers the following:
- Collection of a semantic core
- Construction of the structure for the site
- Technical analysis of the site
- Analyse of pages on the site and of competitors’ content;
- Preparation of A TOR in order to improve the pages’ content
- Analyse of commercial factors and preparation TK for refinement
- Analyse of the site’s EAT and compliance to Google’s requirements for sites that are YMYL.
- Text analysis
- Analyse of meta-tags; preparation of revision recommendations
- Analyse of the reference mass
- Analytics: Analysis of topics and demand; analysis of the position and position of the site within the subject; analysis of the competitors’ position; analysis of traffic sources and user behavior. Conclusions.
- Preparation of a promotion strategy
Based on the audit results, it is possible to create a promotion strategy for your site and forecast traffic growth.
Keep in mind that traffic and positions growth is largely dependent on SEO professionals, but more on how fast and quality the recommendations are implemented. Traffic growth will be limited or impossible if the client doesn’t implement the recommended actions or fails to consider the needs of an SEO specialist when defining certain blocks.
You should not limit your SEO-audit to the site
SEO-audit can help you to develop a promotion strategy and prioritize the tasks. It will also help you plan the order in which recommendations are implemented. Each recommendation should be implemented under the direct supervision of the optimizer. After implementation, it is important to verify for any new errors or problems.
An SEO audit helps business owners assess the extent to which they can implement the recommendations. You should also examine each page of the website. You will need to create a plan for site development, and then each month, you’ll have to work on individual sections. Also, you should monitor site dynamics and determine which recommendations were implemented. Sometimes, it’s necessary to modify the promotion strategy after analysing traffic dynamics and positions. It can change depending on the season.
It is important to review the technical side of the site after implementing a few recommendations. It is recommended to update the competitor analysis and analyze the content of site pages every six months. Competitors also work on sites.
A good example of a case study
We prepared a detailed SEO audit for the client. In it, we identified the major technical issues that hinder the growth of search traffic and positions. Comparative analysis of pages on the site was done and recommendations were made for improving the content. The site was checked to ensure compliance with Google’s requirements regarding medical sites. A detailed analysis of meta tags was done and recommendations were made for their correction.
We have developed a promotion strategy that will be used for several months based on the audit. Communication was established between the client and the task manager. The tasks were then sent to the development department, where they were discussed.
We implemented all recommendations throughout the period of cooperation, watched for any new technical errors on the site, issued gradually revised meta tags and finalized the content of pages. We also monitored traffic and positions, and if necessary, adjusted our promotion strategy to find new growth points.
We were able to increase search traffic by over 2.5 times in eight months of collaboration: from 754733, to 1950,000 conversions each month.
A bad example of a case
We prepared a comprehensive SEO audit and promotion strategy. Priority recommendations were made at the beginning that would make it more difficult to increase the site’s rank in the Yandex search engine.
- Spammy SEO-texts are used on pages of the catalog
- There are no anchors linking to product names on pages of the catalog.
- Many pages in the directory lack h1 headings.
- Many pages need to be rewritten with meta tags
After the top priority recommendations were implemented, it was time to move on to the next recommendations in order. The solution to the first four problems should allow Yandex to rank the site in the top 10 for certain requests that are within the catalog categories.
After three months of cooperation, the client removed all SEO text from pages in the catalog and added h1 headings on several pages. Yandex positions rose by many points after the implementation of the recommendations and climbed to the top 10. The site didn’t make it into the top 10, and the recommendations weren’t fully implemented.
It is important to follow all SEO recommendations in order to get the desired result.
SEO-optimizers make recommendations to improve the site so that it can attract more search traffic. Recommendations can be related to the technical or commercial part of the site. They may also relate to the ease and visual appeal of interaction with the site. Recommendations can be related to refinement of text, meta tags, and other elements.
Based on his experience, the SEO-specialist should determine the importance and priority of implementation. Experienced optimizers know which factors have a direct effect on ranking and which have indirect effects. They also know which recommendations can have an immediate impact on rankings. Only if all recommendations have been followed and implemented, can the expected result be achieved.
Contact the agency if you don’t have the resources necessary to implement the recommendations.
The agency that performed the SEO audit can help clients who lack the resources to implement the recommendations. Most agencies have a development department that has extensive experience working with the SEO department. Because communication between SEO and development is already established, the work on the site will be quicker.
A good example of a case study
The client is unable to find developers who will implement his SEO recommendations. The client also had a very limited development budget. This was reported by the client before work began. It helped to create a promotion strategy that would achieve the desired results. Why?
Our development department was involved in the execution. We calculated how many hours it would take to attract developers based on the budget of the client. The site was analyzed monthly by SEO experts. We then made recommendations for developers to evaluate. We identified the top priorities that needed to be implemented the quickest, and the list was crafted in a way that would fit the client’s budget.
We were able to prioritize tasks correctly and work within the budget of the client. We were able to maintain steady growth in search traffic over two years of collaboration. This allowed us to increase search traffic more than 10x: from 1655 to 1877 conversions per month.
It is essential to have the right communication in order to achieve great results
It is important to establish the right communication between all involved in the project before work begins. A SEO optimizer must be able ask questions and receive answers quickly from clients. This will enable faster and more accurate proposals to be formed. Chats can be created in instant messengers. Clients can add competent people to answer questions from the optimizer.
It is recommended to establish direct communication between the SEO specialist & the developers. To set up and discuss tasks, a task manager is a good option. To discuss issues related to implementation, we recommend you set up chat rooms with developers and SEOs.
Through a task manager, you can communicate with both the agency’s developer and the development team on the client’s side.
The result is not always immediate
An agency or SEO expert that guarantees a fast result and gives accurate forecasts about traffic growth will most likely use “gray” or “black” methods to promote their site. These methods may give you a quick result, but they could lead to search engines imposing sanctions. This can cause you to lose large amounts of search traffic over a prolonged period. It will be more difficult to withdraw from filters than it is to promote the site using white methods.
The first month of cooperation is usually the gathering of the semantic core, building an appropriate structure, performing an SEO audit, preparing an extensive, but detailed, and voluminous list, and studying the topic / demand, competitors, analytics, and building a promotion plan.
The site is ready to go. In the second month, the site’s work begins. Six months after work began, significant results can be observed. The site reaches the top of the topic leaders or is in a comfortable position.
Sometimes, these results are quicker. Sometimes, you can spot one or two major problems that can lead to site success.
You should not stop using SEO services after you have achieved the desired results.
You should continue to work with the SEO department, even if your site is at the top. Your competitors are constantly improving their websites, and if your efforts stop, they will push you to the bottom. Second, search engine algorithms change quickly and search results are always updated. You could be removed from the top at any time.
Third, even if you are at the top of the list, there are always new growth opportunities: increase semantics, create new information articles, increase site range, expand external link mass, improve brand awareness and increase conversions.
It is important to continue working on the site throughout its life. Promoting search engines is a team effort. The more the team works together, the better the results.