What Is SEO?
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SEO – The concept of SEO, despite its popularity, is not familiar to everyone in its true sense. Many people believe that this is an additional service or a complex of services that can be dispensed with when popularising a site on the Web. However, this is not the case. In this article we will explain SEO and why it is necessary for your site.
What is SEO and why does your business need it?
Before you talk about how to make your resource popular, you need to understand the concepts. So, the term SEO usually means website optimisation for search engine requirements. Suppose you have created a resource for selling a product or service. How to make the target audience learn about it? Even those who are looking for exactly your products will not see them in the search results until the search engine places your site on the first pages in the list. It is to ensure that the site ranks high in the search results, and you get customers, and there is SEO. As people increasingly turn to the Global Network for goods and services, any business has become in dire need of search promotion.
Search Engine Optimisation Techniques
Methods that are used for search engine optimisation and promotion of projects on the Internet can be divided into internal and external. In the first case we are talking about the work performed within the site, in the second, with the involvement of third-party resources.
Internal website optimisation (internal SEO)
As you know, search engine algorithms are designed to select from all sites those that most respond to user requests. The decisive selection criterion in recent years has been
- the qualitative content of the site: unique text materials and images, adaptive layout
- Search engines track and behavioral factors: transitions on request, time spent by visitors to the resource, “depth” of views, “failures”.
In a word, “top” positions tend to give the best and most interesting “sites for people.” Consider the main types of work on internal optimization and their features:
Creating high-quality and unique content: The quality of text materials is expressed in their interesting semantic content, the absence of spelling errors and repetitions. Of course, uniqueness is of paramount importance – both seo-texts for the site and images: even within one resource, duplication of materials is undesirable.
Selection of keywords and their uniform distribution in the texts: Ideally, each page should be optimised for a specific search query. You can pick up keywords through the relevant services or by analysing competitors’ sites. There is such a thing as “nausea” – the ratio of the number of keywords to the total amount of text. Often this parameter is given particular importance, but this approach has already lost its former relevance. The more significant is the correct distribution of keywords and word forms, their relevance in the text and the quality of the material itself. It is important to ensure that there is no “re-spam” – the search engine may regard such texts as a means of “gray” or “black” SEO.
Increase site usability – optimise pages for user convenience: Visitors should get to the necessary pages without additional efforts and complex searches. For online stores, this is, first of all, a good visibility of the basket, ways of buying, payment and delivery, easy navigation through sections. Information portals should have on the pages links to related topics and interesting articles, as well as good font readability, attractive design, etc. Regular evaluation of the site through the user’s eyes helps to significantly increase conversion and attendance.
The work on the internal page optimisation: includes checking the codes and design for correct display in various browsers and from different devices. In the absence of high-quality cross-browser layout and responsive design, you risk losing a significant portion of the potential audience.
Competent re-linking of pages: With proper selection of the location of the links, the weight of one page is translated to the other. This allows you to direct most of the traffic to the target “points” of the site – say, from the information sections to go to the purchase of goods or ask a question to a specialist. Due to the increase in “weight” grow position in the issue. There are a lot of linking schemes, the choice depends on the specific situation. In some cases, it is necessary to transmit the “weight” to the main page, in others on the contrary, to internal headings or even individual articles or goods.
Work with site map: In general, there are two types of such maps – one of them is designed for users and facilitates navigation through portals with a complex structure. The second type of map is seen only by search robots, and it is located inside the sitemap.xml file. This file is used to improve indexing – getting rid of duplicate pages, notifying robots about the site structure and the time for making changes. Many special services allow you to create a map, but almost always it needs to be corrected by a webmaster.
Proper use of meta tags also helps to improve the position of the site in the issue. Meta tags are information about the page that search robots receive. The most important of the tags are the headings: title, which we see in the search results, as well as the headings H1 … Hn. Description is of less importance, and keywords have practically lost their importance. For optimal results, filling in the first two meta tags should meet the requirements: length (for the title – no more than 80 characters, for description – no more than 200), the presence of keywords in them. Filling keywords is not mandatory, since it is not officially taken into account by most search engines, but webmasters do not miss it more often. If the title can contain a phrase, for example – “search engine optimization, analytics and seo website promotion”, then the description usually looks like a coherent text from several sentences. Meta tags are also subject to the uniqueness requirement. If it becomes necessary to hide some of the information or links from search engines, then this is done using the noindex and nofollow tags. It is also important to fill in the descriptions for the images (alt).
Working with URLs and a robots.txt file is one of the basic promotion elements. The robots.txt file allows you to instruct search robots to prohibit the indexing of certain pages (using the same noindex). The presence of “mirrors” is also checked here.
It is important to remember that the internal optimization of the site is an endless process. In order for the project to develop, it is necessary to regularly add and update pages. Each new material, in turn, requires verification of uniqueness, codes and tags, and affixing links. Due to the periodic changes in the search algorithms, a full revision of the resource policy may be necessary at any time.
External site optimisation
This type of optimisation usually means placing ads and information about your site on third-party resources. The most important goal of external optimisation is to place your content in the external environment: on trust resources, large sites and in directories, etc. This gives a “legal” source of links to your site and good traffic, as well as increases the position in the issue. The main directions of this type of promotion:
Placing press releases and articles on third-party sites is one of the most effective external optimisation methods. Its essence is as follows: a large trust resource is selected (usually an information portal, an electronic version of a newspaper or magazine) where any interesting news or review material is posted, containing a link to your page. It is desirable that the donor site or its section coincide in topic with the acceptor.
Registering in directories brings small portions of traffic and somewhat increases trust among search engines (when placed on authoritative sites, for example, Yandex.Catalog and DMOZ).
SEO site analysis
To see the effectiveness of the work on SEO-site optimisation, in order to understand which advertising methods bring profit, it is necessary to regularly conduct a kind of “diagnostics” – analysis of the resource. It is necessary to do a full audit approximately once a year, if the indicators and positions are stable, the site is actively developing. If there was a drop in output, a decrease in attendance, a decrease in conversion, a hit under the filter, you should immediately make a full diagnosis.
Audit includes a whole list of works on site evaluation from the point of view of SEO, during which the following indicators are revealed:
- speed of loading pages, interface performance, usability
- authoritativeness, trustworthiness and position in the rankings
- SEO indicators of the site: PR, TCI, Alexa Rank, etc .
- content: unique, informative, optimized
- the correctness of the tags, the settings of the “mirrors” and files of the site map and robots.txt
- positions on key key issues, with and without regional factors
- the number of internal and external links, their relevance the correctness of anchors
- availability of registration in catalogs
- site traffic and user behavior, “entry points” and denials
- traffic sources and their performance indicators, etc.
In addition, an analysis of competing sites superior to the site may be carried out in order to identify differences in promotion policies. As a result, you get a complete picture of optimising your resource and advertising effectiveness. This allows you to abandon costly and not profitable campaigns, change the strategy of SEO-promotion.
As a result of the analysis and subsequent work to correct the mistakes made, you can improve positions on search queries, increase conversion, make contextual advertising more effective.
Types of optimization
SEO specialists conditionally divide optimization methods into white, gray and black, depending on whether the rules of search engines are followed. Any of the methods involves the use of techniques that directly or indirectly affect the operation of robots.
White optimisation: working on a resource without using officially prohibited promotion methods that could affect search algorithms.
Gray methods are not officially prohibited, but their use can be regarded as unnatural over-popularity. Some search engines block similar sites.
For black optimisation are methods that are contrary to the rules. The risk of falling under the filters and sanctions of search engines is very high.
Any SEO involves the use of techniques that directly or indirectly affect the operation of robots. However, white optimisers and marketers do not violate the rules of the game. They follow the recommendations of search engines to create good sites and optimise them. The information is presented in the public domain in Yandex. Help and the Google Help Console Help Center.
Where can I order services for SEO-site promotion?
If you decide to increase the efficiency of your business by attracting new customers through the Global Network, you need to contact an SEO company like https://www.webdesignatny.com/ with phone number: (844) 336-3700 or private experts. What is better? The main advantage of site promotion firms is the presence of a staff of employees, each of which is occupied by the direction in which it is the best. Private master freelancers usually have a certain specialisation, and excellent analysts are not always professionals in other fields.
In addition, “private traders” work with a smaller number of sites, which means that their work experience is less, and it is much more difficult to find feedback on the projects implemented by them. Creating your own SEO department is often unprofitable – qualified professionals require high pay. Thus, the most popular and effective way to promote a website at the moment is an appeal to an SEO company such as https://www.webdesignatny.com/.
To understand how well the company provides services, it is enough to refer to the list of client companies and read reviews on the results of optimization of their sites.
Get in touch with https://www.webdesignatny.com/ through our website or phone number: (844) 336-3700 for your SEO services.