Without promotion, the site will never attract a large amount of organic traffic and therefore will never be able to perform its function – making money. Website promotion can be done through special agencies, involving experts. It helps promote sites and make them as popular as a PlayAmo mobile app or even Netflix. If you have no budget, take up site promotion yourself.

Why Promote a Site

Professional website promotion solves the following problems:

  • Increases the target search traffic.
  • Contributes to the growth of sales/conversions.
  • Ensures the stability of sales.
  • Provides brand recognition.
  • Increases the likelihood that your site will get to the top of search engines, i.e. bring more interested users to it.

When SEO Makes Sense

When SEO is necessary:

  • When launching a new site. Preparation for promotion should be further developed.
  • For existing sites where the semantic core has not been updated for a long time. This should be done regularly, as search engine algorithms are constantly changing.

What Affects the Position of the Site 

The position of a web page depends on many factors, here are the main ones:

  • Content. One of the most important indicators. Its quality is affected by: the uniqueness of the text, match the search query, the content of the title tag and subheadings h1-h6, tags strong, b, em, i, the words located at the beginning of the text, the density of keywords, images and filled tags alt with keywords.
  • Headline. It should be prominent in search results and contain the main keyword.
  • Snippet. It’s a fragment of source text or program code used in search engines, text editors, and development environments. A snippet must contain an exact occurrence of the keyword, not be cut off and clearly answer the user’s question.
  • HTML code. It’s needed to structure and display the web page and its content. The site should be displayed in the correct encoding.
  • Backlinks. Links should be permanent, not flashing. Check the number and quality of links, if there are any clicks.
  • Ease of use of the site. The site should have an intuitive structure that the user can quickly navigate, this is facilitated by easy navigation, the allocation of important information, the absence of errors, beautiful pictures, etc.
  • Behavioral factors. These include: clickability of the site, page traffic, targeted and non-target visitors to the site, user behavior: duration of views, number of pages viewed, adding to bookmarks, etc.

Competitor Analysis

Promotion of the site begins with an analysis. If the site belongs to a small company, be sure to analyze the work of major networks that develop business in the same area.

They surely have something to learn, with their help, you can quickly and efficiently assemble the semantic core, decide on the design and usability of your site.

You can analyze keywords used by competitors, their sources of traffic, and advertising.

How best to proceed:

  • Select the three largest competitors.
  • See what keywords they use.
  • Combine them into one file.
  • Structure the information: to remove repetitions, align with the subject of the site.
  • The full structure of your site is ready.

Internal Optimization

Creating a Semantic Core

It will advance the site pages, depending on the chosen strategy: by position or by traffic. If promotion is carried out by the positions, the semantic kernel includes not more than 100-200 phrases. If we are talking about traffic promotion, you need to pick up the semantic core with a number of phrases from 1000, depending on the subject.

Technical Optimization

This is the most important stage in the complex promotion of the web page. He is responsible for setting up indexing, fast loading and proper display of the site on different devices.

What it includes:

  • Work with the code.
  • Working with usability.
  • Fulfilling the requirements of search engines.

Formation of the URL

Creating URLs understandable for search engines and users is also an important stage of internal optimization.

How to set up your pages correctly:

  • URL must be unique.
  • Up to 3 keywords.
  • Shouldn’t be too long.
  • Address structure should correspond to the name in the menu and in the “breadcrumbs”.

Duplicate Pages

Duplicate pages make it difficult for the search engine to select a relevant page, so you need to look for them and eliminate them. When duplicate pages can occur:

  • The site is accessible simultaneously at two addresses with and without a www.
  • Two protocols – http and https.
  • Pages with characters in the address in different registers are available.
  • When the site uses UTM-tags of advertising campaigns and referral links.

Broken Links

These are links leading to non-existent pages that give an error. They need to be corrected by redirecting to a working page of the site or removing links to them altogether.

Navigating the Site

Navigation chains are created for the convenience of the user and improve the usability of the site. Breadcrumbs are needed to form a path from the main page of the resource to the one on which the client is, taking into account all the sections of the site, which he needed to pass. Chains are involved in the internal linking of the site and the distribution of link weights.

Internal Relinking

It is needed to distribute link weight and increase the relevance of pages in search engines, as well as for the convenience of visitors. It comes through, contextual, navigational. You can place internal links manually or automatically.

Adaptive Version of the Site

Adaptive design is needed to optimize the appearance of the site on different devices, such as smartphones and tablets, without creating a separate version on a subdomain.