First, there is no any standard plan of websites promotion, each optimizer follow its plan but as the beginners never faced with such things I propose to get acquainted with my own plan that is used by the most SEO companies. So, let’s start.
It is clear that when it comes to SEO, it is likely that you want your site to be in the search engines. However, ask yourself why it should be there? What is your goal of promotion? How will you check the results of the promotion, have you any effect or wasted your time?
In this case the aims may be:
- Just existence of the website in the search engines;
- High positions in the search engines for some interesting requests;
- Overtaking competitors in the positions for some queries;
- Increase of the traffic (more visits);
- Search for the target audience and for always interested customers;
- Increase in the conversion rate and earnings from advertising or affiliate programs;
- Desire to be fashionable;
- Other aims.
The promotion plan and the promotional methods will be formed depending on the selected aim/target. Suppose that we just want our site to be in search above the competitors.
Forming of the semantical kernel of requests and their grouping
Some people call this step “compiling semantic kernel”. It consists in the following: you need to find the group of queries that are most suitable to your site. At this stage you need understand your future auditory/visitors, their interests, age, gender and you need to put yourself in the user’s place and to imagine what requests would be most relevant to your site. If you are an expert in your field, you can quickly find a high number of search phrases for which users are looking for your website even offline. For example, you have a site dedicated to the sale of bouquets of flowers, then it is most likely the main query will look like “delivery of flowers”. Check the statistics and choose the main of the high-frequency requests, ten medium-frequency and low-frequency.
You should to group requests on their belonging to a specific high-frequency keyword, for example, phrases from the same group:
- Delivery of bouquets
- Delivery of bouquets of flowers
- Delivery of bouquets in Chicago
- Bouquets to order with delivery
- Buy a bouquet of flowers with delivery
Analysis of the competition for each of the requests
When you determined the semantic kernel, you need to analyze the market and identify its main competitors, their methods of promotion, positions in search engines and tendencies. Usually, the analysis of the competition reveals a lot of innovations and you should to correct some of the previous points of the plan of the promotion of your site.
Enter in the search your high-frequency queries and see which of the sites are at the first places, is there contextual advertising for these requests?
Audit of the website
After we met with our competitor, we need to know in detail our site and to make a full SEO audit. Audit of the site is quite wide task and requires time and attention. A person who already have some knowledge in SEO, as well as the experience should perform this step. During the analysis of your site you need to identify all of its advantages and disadvantages. At his stage, you need to understand how search engines consider your website (if they index it, if it has some filters etc.).
Note that up to this point, we do not undertake any actions with the site, despite the fact that a lot of work has been done. It has done a very important preparation part, without which we’ll have no progress. Customers not always understand this job as visually nothing changed.
On-page optimization (Internal optimization)
The next step in our plan site promotion is an on-page or on-site optimization. This step prepares the site for promotion making it visible to search engines and makes them fall in love with this resource, as people visiting it. This type of optimization consists of several parts, I’ll tell about three (the main parts).
Selecting pages for each group of keywords
To promote one main page with all requests is impossible and stupid. You should choose the pages (or create them) that you will optimize with a particular keyword phrase from your kernel.
Usually the main page is optimized for high-frequency (highly competitive) keywords, the pages of the second level (eg., category) for medium-frequency keywords and other less important pages will be promoted with low-frequency keywords. We do it because the main page has more authority and weight than others.
At this step, it is necessary to optimize the content on selected pages to make it the most relevant to the keywords for which these pages will promote.
The optimization of content (main points) consists of:
- Optimization of the titles of pages
- Editing the texts
- Editing headers of the texts, image attributes “alt” etc.
- Improving design and other quality characteristics of the landing pages. Creating conditions for motivating visitors for some actions (buying a product, subscribing to updates, preserving links in bookmarks etc.)
Optimization of interlinking in accordance with the semantical kernel
Naturally, the most important pages should have the maximum weight. Imagine that you have several shops selling flowers; one is located in the city center, the other on its outskirts. The central store will be in great demand, so you will need to deliver the goods in this store more often than in the second one. The same think with SEO optimization of website pages. It is necessary give the maximum weight to those pages that will generate the maximum return. This is called “interlinking”.
Adding the site to search engines and other search resources
Once you have optimized the site internally, you need to put onto it to others. To do this, first of all, register it in the search engines. Try to apply for registration in DMOZ.
You can do without this item because search engines find you themselves if your website has interesting content.
Off-page optimization (External optimization)
Off-page optimization is also an essential part of promotion, since, at the moment, the search engines operate with external links to determine the ranking and popularity of the site. If you can do once all previous works, the external optimization should be performed continuously to maintain the desired positions in the search.
Depending on the approach to the backlink building (synonym of external optimization); the links will be placed on specific resources on a free or paid basis. These sources can be some catalogs of websites (which is not recommended for young and fragile resources), the sites with similar subjects, different article directories and press releases, and many other sites. There are many methods of link building, search the vacant places on blogs and forums, use the promotion with articles. Think where you may find your audience.
You should do it evenly for not to create spam. Remember about trust and authority.
The main steps of the off-page optimization:
- Determination of the budget for links
- Creation of the anchor texts (texts of links)
- Placing links on the external resources
- Control of the links placement
- Analysis of placement efficiency
- Preparation of the report
- Optimization and correction of the link budget
So, now I hope you know how to start search engine optimization and promotion.