Search Engine Optimization (SEO) Services

SEO specialists use various tricks in their work, such as trying to manipulate ranking algorithms (Black Hat SEO), but there are a few key steps that need to be followed consistently to achieve the desired results.

1. Product/service analysis

Ideally, product analysis is a detailed study that identifies and evaluates the key characteristics of the product, its cost, availability, quality, and appearance. It is also important to find out what advantages the promoted product has over similar offers of competitors.

Accumulated statistics on the interaction of the site audience with the product is also subject to in-depth study. Particular attention is paid to such key metrics as: viewing depth, bounces, time on site, etc.

2. Niche competition analysis

At this stage of the research, the company's performance is analyzed in the context of its presence in the public space. The task is to determine the level of authority of the organization in the eyes of search engines. For this purpose, the search results for various product queries are analyzed, competitors' sites are studied, their financial indicators, as well as how often and to what extent they are mentioned in the media, social networks and blogs.

At the same time, it is possible to make an estimate here as to which keywords would be most beneficial to invest in at this stage of the company's growth.

3. Website usability analysis

Usability is a characteristic that reflects the degree of convenience and ease of user interaction with the website interface. It depends on how quickly the user can perform the necessary action, for example, to find the desired product, place an order or leave a callback request. And the user-friendliness is taken into account both when visiting the site from a desktop PC and when accessing it from a mobile device.

In the Russian segment of the Internet to analyze the usability of the site most often used Webvisor, a very useful tool from Yandex.

4. Error correction

Before optimizing a website, it is important to fix all layout errors using code validation tools according to W3C standards. If the site complies with these standards, it will display correctly in all browsers, including mobile browsers, and search engines will be able to read headings, images, links and text blocks, as it was conceived by the promoter.

Search engines do not tolerate sites with errors 404 (page not found) and 500 (internal server error), so you should check the site and either enable these pages, or set up a redirect to the actual content.

5. Code optimization (speed up)

Practice shows that all other things being equal (although this is extremely rare), the site's ranking in search results is affected by the loading speed of its pages. Moreover, slow content rendering worsens behavioral indicators, which negatively affects the site's position in search results.

PageSpeed Insights service perfectly copes with the identification of problematic code sections, analyzing the page load speed and offering solutions if they go beyond the reference values. The ideal result of code optimization will be a score of 90 points or higher.

6. Compilation of the semantic core

The semantic core is a set of words and phrases that convey the content of a website and its thematic focus. It shows what information is contained on the pages of an online resource, and is formed from the key queries that people enter into the search bar when searching for information.

The easiest way to compile the core is to collect in Google Keyword Planner queries relevant to the company's activities, transfer them to an Excel spreadsheet and filter them. It's long, painful, not very accurate, but it's free. A more efficient way is to use Key Collector for these purposes.

7. Filling up with content

Content includes texts and pictures, written according to the terms of reference, taking into account the requests, without spelling and punctuation errors. Much attention is paid to textual information, texts should be unique, readable, give an answer to the question (match the search query) and do not contain "water" and words-parasites.

Meta tags (keywords and description) should be tailored to the content of the promoted page. Due to the large number of product catalog pages, meta tags are usually written using templates.

8. Build up the link mass

An important aspect of any promotion is the formation of a link profile. The main rule: backlinks should be logical, harmoniously fit into the parent pages, be anchorless or with anchors that correspond to the subject of the landing pages. It will also be good if the donor pages will be of the same theme as the promoted site.

How to obtain such links is a matter of personal preference. You may attempt to locate the contact details of administrators of other websites and negotiate with them regarding the placement of links, or you may purchase links from specialized platforms.

9. CRO testing

CRO (Conversion Rate Optimization) is the optimization of the percentage of visitors who have completed a targeted action on a website (registration, purchase of a product, subscription to a newsletter or downloading a file).

The most popular method of conversion optimization is A/B-tests, which is a comparative testing of two variants of the same object (for example, a feedback form) aimed at identifying the most effective one.