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Website SEO Marketing
Table of Contents
• Features of SEO website marketing
• What is included in website SEO marketing promotion
• Preparatory work
• Website structure SEO optimization
• Development of SEO content strategy
• Creating and distributing content
• Work on internal SEO ranking factors
• Work with social networks
• Contextual advertising
• SERM
Website SEO marketing (SEO marketing promotion) is a method of promoting a web resource, which involves not only increasing the number of its visitors (as in search engine promotion), but also increasing the conversion rate (i.e., the percentage of buyers out of the total number of visitors).
Features of website SEO marketing:
• Using a wide range of tools and channels taking into account the specifics of the business.
• Continuous improvement of the website and content quality (this leads to an increase in sales and an increase in visitor confidence).
• Website promotion is carried out across a wide range of queries (not only high-frequency, but also medium and low-frequency). There can be from 400 to infinity, and the list should constantly grow.
• This method does not involve mass purchase of links and manipulation of behavioral factors, as well as a race for the top positions in the search results. The main thing is targeted traffic, sales, and leads.
• The basis of SEO marketing promotion is a content strategy, which is formed individually depending on the characteristics of the business.
• The budget is flexibly distributed among various Internet marketing channels.
What is included in website SEO marketing promotion
Preparatory work
• SEO Audits. Technical, textual and usability audits of the site are carried out, with the identification of errors and their subsequent elimination.
• Creation of a semantic core. It is very difficult to predict the output for high-frequency queries, so preference is given to a large number of medium and low-frequency phrases. Search queries are divided into clusters, which correspond to certain sections of the site.
• SEO Analytics. The Google Analytics and Yandex.Metrica statistics systems are installed. Conversion tracking goals are set in them.
Website SEO structure optimization
• A clear and understandable site map is created for users. Due to convenient navigation and improved usability, the conversion rate increases.
• Internal linking is organized on the web resource. This is a very important point, because it helps users navigate to different pages of the site and spend more time on it.
Development of SEO content strategy
The strategy is created taking into account:
• activity of competitors on the Internet (their strategies, traffic
• acquisition channels, content);
• analysis of the target audience;
• analysis of the business and the market.
Creating and distributing content
High-quality content is needed to increase brand awareness and increase sales. And the more of it there is on the site, the faster the traffic grows.
• Articles should be written not only for the internal sections of the site (for example, for the blog or news), but also for external platforms.
• It will be useful to write a white paper, which will help introduce the target audience to a new, complex or expensive product, clearly explain its benefits and advantages.
• Email newsletters will help remind the buyer that they put the item in the "Cart", but have not yet placed the order or just viewed certain products. The mailing list can also be used in many other cases to increase conversion.
• Medium, Yandex.Zen are a relatively new tools for posting articles, which can attract additional traffic to the site.
• Creating and designing a YouTube channel will help show the inner workings of your company, tell more about products or services. In addition to filming and posting videos, it is necessary to interact with commentators, moderate negativity, and place video ads from popular bloggers.
Work on internal SEO ranking factors
• Writing optimized meta tags title, description, h1 - h6.
• Filling the alt tag for images.
• Creating and setting up the robots.txt file, which is necessary for search engine robots to index the pages on the site.
• Creating and setting up the sitemap.xml site map, which is also necessary for search engine robots.
• Search for and elimination of duplicate pages.
• Work with schema.org micro-markup, which helps robots better understand the content of the page.
• HTML code optimization and cleaning it from garbage.
• Analysis and optimization of page load speed on the site.
Internal optimization of the site works for the long term. It brings a slow but lasting result. Even with a complete halt of SEO promotion, users will continue to come to the site for a year or even longer.
Work with social networks
Includes creating and designing a group, writing and publishing unique content, advertising in other thematic groups, organizing and holding contests for subscribers, working with comments, including negative ones. With the help of SMM, you can directly communicate with the audience, conduct a dialogue and receive feedback. Targeted advertising can also be used - an inexpensive tool that allows you to show ads to the target audience.
Contextual advertising
This is the fastest way to attract traffic to the site. It includes creating and running advertising campaigns on Google Ads, Yandex.Direct, Bing Ads as well as Yandex and Google Display Networks. Ads can be in the form of text, graphic banners and video additions.SERM
Reputation on the Internet can affect sales both positively and negatively. Therefore, it is very important to monitor reviews in a timely manner, remove unreliable ones and leave official responses. It is also possible to write positive reviews on the site, Yandex and Google maps, and special platforms with reviews.
In website marketing promotion, all channels work in a complex, so it is easy to assess the effectiveness of each of them. This allows you to abandon those that do not give results, and redistribute the budget to more promising and affordable areas.
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