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Website Promotion Types: SEO Optimization
Table of Contents
• Website SEO & Promotion Methods
• SEO or Search Engine Optimization
• SMO and SMM: Promotion on Social Networks
• Viral Marketing
• Contextual Advertising
• Targeted Advertising
• Content Marketing
• Comprehensive Website Promotion
• Summing Up
Website SEO promotion is a set of measures aimed at attracting target users and improving traffic quality. Quite often, this concept is understood by default to mean exclusively optimizing a web resource to meet the requirements of search engines (SEO). But such an interpretation cannot be considered correct. In fact, website promotion is a much broader field, covering a whole range of tools, including search engine promotion. Therefore, it is important to know about the main approaches to promoting web resources.
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Website SEO & Promotion Methods
SEO or Search Engine Optimization
Search engines respond to almost any query with a list of thousands of links to relevant sites. But more than 85% of search traffic is received by resources that are on the first page of results (top 10). But who will reach the top of the thematic ranking? Only well-optimized sites. Search engine optimization is a comprehensive work. It can be divided into the following stages.
Website SEO Promotion: what is it?
Website audit. The state of the project is assessed, weaknesses and errors are identified.
Forming a semantic core. Relevant keywords (queries) are selected and systematized, by which it is necessary to bring the site to the top. The structure of the project largely depends on this stage.
Preparation for the start of active promotion. All errors and technical problems are eliminated. The site structure is brought in line with the semantic core. In some cases, the design of the resource is updated.
Working with content. Unique, high-quality and interesting for the target audience textual content is regularly published on the site.
External optimization or link building. Various methods are used to carefully place external links on high-quality, authoritative and/or thematic platforms.
SMO and SMM: Promotion on Social Networks
Recently, promotion on social networks has been gaining more and more importance in the field of attracting target traffic to the site. This work is carried out in two directions:
SMM (Social Media Marketing) - activities within a social network aimed at direct communication of the brand/business with the audience, building trusting relationships and forming a loyal attitude.
SMO (Social Media Optimization) - a set of measures focused on increasing the amount of traffic and links from social networks, which are carried out directly on the promoted site.
SMO and SMM overlap significantly, so such work is usually carried out in a comprehensive manner.
Viral Marketing
This concept implies an Internet marketing technique that motivates the target audience to independently disseminate information about a product or company. With competent sowing, the number of mentions on the Web and in personal messages increases exponentially. In a sense, this tool works on the principle of word of mouth. The success of viral marketing directly depends on the content. It must be interesting, creative, and sometimes even provocative. Today, the main platforms for sowing viral content are social networks, popular forums, and blogs.
Contextual Advertising
Contextual advertising is based on technology that displays ads relevant to user interests. Ads in text or graphic format can be displayed in search results, on website pages, and in additional search engine services. Audience interests are determined in the following ways:
Assessing the topic of the search query and the content on the website page;
Analysis of user behavior (taking into account the experience of interacting with websites, activity on social networks, recent search queries, and other factors).
Contextual advertising is paid for each click on the ad. Therefore, it is important that the site inspires trust and the advertising text corresponds to the real offer.
Targeted Advertising
Website Promotion Using Targeted Advertising is an effective method when promoting a website. This is in a sense contextual advertising, but only within the framework of social networks. Such platforms have a lot of information about their users, so they can offer dozens of options for audience segmentation. Target users can be determined by age, location, gender, interests, place of work, and many other factors. Precise targeting allows you to show ads to users who are highly likely to be interested in the offer. Payment can be calculated both for transitions and for the number of impressions.
Content Marketing
This technique is not directly related to attracting traffic to the site. Content marketing is aimed at attracting the attention of the audience to information about the product, brand, events in the market in which the business operates. This is realized through the publication of high-quality content on authoritative thematic sites. This way, recognition and loyal attitude are formed among potential customers.
Comprehensive Website Promotion
This concept implies the simultaneous use of several or all of the above methods of attracting traffic to the site. The set of appropriate tools is determined individually for each business, taking into account the available budget, audience characteristics, competition level, and other factors.
Summing Up
Website promotion is a multifaceted process that is by no means limited to SEO. The maximum efficiency in attracting traffic can be obtained by competently applying comprehensive promotion.
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