Website promotion today is not just about increasing link mass; it’s a long and complex process. To “appeal” to search engine algorithms, dozens of site characteristics need improvement. This is not simply applying widely-known rules “on autopilot.” An SEO specialist, like an artist, is in a constant creative process. Today, we’ll discuss how to make this creative process effective.
Website promotion in search engines: check technical parameters
To understand how search engines currently “view” your site, specialists install Yandex.Metrica and Google Analytics counters. At this stage, it’s also essential to check the number of pages indexed in search engines. Next, we analyze traffic sources (using Yandex.Metrica and Google Analytics) and address basic technical errors.
For effective site modernization, pay attention to the following points:
- whether the robots.txt file, which contains indexing parameters, is correctly configured;
- whether there is a 301 redirect to the domain with www;
- whether content is duplicated on the site (you can resolve this issue using Xenu software);
- the site should load within 2 seconds (every additional second reduces visits by 0.4%);
- whether there is any malicious code on the site (search engines warn users if “this site may harm your computer”);
- whether the site is under search engine sanctions.
Effective website promotion online: create relevant content
After fixing all technical issues, conduct an audit of the site and its appeal to users.
Content. Today, overstuffing text with keywords is viewed negatively by search engines and reduces promotion effectiveness. Content value is primarily determined by its usefulness. Well-formatted text with a modest amount of keywords, along with properly structured headings and subheadings, is the best way to “appeal” to search algorithms. Don’t forget to add alt attributes (description for each image) and tags, and ensure thorough internal linking.
Tip! Proper internal linking is important not only for search engines but also for users. Correct link placement will increase the time spent on your pages.
Usability. Page elements should be arranged to maximize convenience and intuitive understanding. To improve usability, check the following points:
- clear structure;
- fonts that are pleasant and easy to read (try reading a long text paragraph – if it strains the eyes, change the font);
- appropriate image size and relevance;
- 404 page design (it should include a link to the main page);
- availability of a callback option;
- social media sharing buttons.
Regularly creating high-quality, relevant content is only half the job. Remember to use effective distribution. Promote your content across all possible platforms, in social media, and involve industry experts. Continuously track key metrics: traffic, its types and sources, page depth, return and bounce rates, site visit duration, and sources of conversions and leads.
Effective website promotion involves a comprehensive set of tools that complement each other: SEO, contextual and display advertising, email marketing, viral marketing, and SMM. The team at LuxSite approaches each project with specific goals and objectives set by the business owner. Therefore, we select only those digital marketing tools that will help you achieve your goals and make website promotion truly effective.
