I want to talk about such a banal and controversial topic as website promotion in search engines.
Any website owner wants his brainchild to be successful. For example:
- a news resource strives for high traffic so that it can then show statistics to advertisers
- the online store wants to be selected among hundreds of competitors who sell the same products at the same prices.
Each type of site has its own purpose. I will talk about commercial websites whose main purpose is to sell goods and services.
Now there are a lot of web studios and individual specialists on the market who offer a website promotion service. What is website promotion?
Be useful to people
The main criterion for the success of a search engine is its popularity/attendance. In order for people to continue using the search engine, it must give good and high-quality answers to visitors' queries.If Yandex few times, not helped you solve the issue, and Google, on the contrary, was the first, the user will go to him. In Russia, the competition between search engines is very serious. Google rules the ball almost all over the world. Yandex is still in the first place with us.
It is in the interests of search engines to put sites in the first place where people will receive the most satisfying answer to their query.
Everything. This could be the end of the article. Unfortunately, even this is not understood by most customers. But we will continue.
What does a satisfying answer mean?
A person should have no problems getting an answer for his request, which will solve his problem. If I'm looking for "Phone Repair in Vladimir", then I want to get to the website of a Vladimir company that is definitely engaged in phone repair.
I want to get to a company that:
- has been working for months
- describes his services in detail in clear language
- does not inflate prices
- causes trust (there are reviews, certificates, legal information)
- does not create unnecessary problems for me - I do not want to call to find out the price of a standard service, I do not want to additionally specify how to get to them (there should be a clear driving scheme). Maybe I can't even just call, because the money ran out on the phone (a callback or an order form on the website will help out)
These are just a few points, for example. But the logic of the reasoning, I hope, is clear.
You have to solve a person's problem better than your competitors (who is the best, is in 1st place in the search). To find out exactly what you need, do competitor analysis and customer surveys. There is nothing complicated about it.
Each area has its own specifics, but there are some unifying moments:
- the visitor should immediately see the main menu of the site
- the first menu item is Home (link to the main page of the site), the last one is Contacts or About the company
- there is a noticeable phone number at the top of the site
- the top part of the site itself (the so-called Header) takes up little space
These are the most banal examples. But even these 4 points are not on all sites. People are used to websites having to have such functionality. No need to retrain people. They are more likely to close your site and move on to competitors.
Design is not a beautiful background or menu animation, but the simplest and most understandable way to order your product or service.
One request - one response
When you are looking for "Phone Repair in Vladimir" you are not very interested in reading about the sale of phones, the selection of a case or the release of a new version of the iPhone. You want to repair your phone. Accordingly, search engines will put in the first place those pages of sites where it will be told about this service.
There are still sites where there is a services section in which there is no detailed description of each service. Just a list of services with prices (sometimes without them).
Which page do you think will give a person the best answer?
- General page listing services
- A page of a specific service with examples of work, a detailed description, reviews, photos, and so on
That's what search engines think.
Therefore, before creating a website, a list of queries (semantic core) is made, according to which potential customers will search for you. Based on this list of requests, a website is created. You can even estimate the approximate attendance of a future resource based on query statistics (for example, the wordstat service from Yandex). Of course, there are exceptions. Usually these are additional sections of the site that should reinforce the trust in your company.
When you have several completely different services, and some adept of business youth offers you a landing, then spit in his face. He deserved it. Without realizing it, he hammers a nail into the coffin lid of your site. Landing can be done for one product. For example, you only sell a popular toy. Your company doesn't do or sell anything else. Then OK, try it. The landing page has much less opportunities to attract free traffic from search engines than a full-fledged website.
The saddest thing is if your site just doesn't work. It happens. Problems with hosting or accidentally deleted a piece of the desired site code. Imagine the disappointment of a person who was waiting for your site to load, but did not wait. I wasted 20 seconds. Search engines don't like that either. They are on the side of their user.
There is even a certain standard for the permissible loading time of the site. If your site loads for more than 3 seconds, it prevents them from using it normally. Usually, sites on 1C Bitrix, Joomla and Wordpress are loaded for a long time. But after fine-tuning, they come to life.
It happens that the layout of the site is a little loose. For example, the menu does not fit into one line or one block overlaps another. Such problems also interfere with the normal use of the site. If the site looks good on your particular laptop and browser, this does not mean that everything will look the same on a large monitor and another browser.
Some site management systems (especially Joomla) create a bunch of duplicate pages. That is, you create one page, and it opens at several addresses. For search engines, these are different pages with the same content. They don't like that. Such mistakes should definitely be avoided.
And now almost 25% of people access the Internet from phones and tablets. No adaptive layout for mobile devices? Again, sorry.
Make a convenient and understandable website based on the semantic core. Make sure your services are up to date. Whether they are presented correctly and fully. Are there any technical problems? Is everything OK? Then you can start advertising it where your target audience is sitting.
Everything. This is the whole process of website promotion.
Search engines will eventually reward you with the expected volume of traffic/customers.
Of course, I'm simplifying quite a lot, but the main point is this. I hope this article was useful to you. Do you think it will be useful to your friends? Share it on social networks :)