The first step towards understanding SEO is understanding what site optimization is for and what it consists of. We explain point by point.
What is SEO?
Search engine optimization – SEO is the finalization, development, and promotion of a site, taking into account the requirements of search engines.
Why do online stores, corporate portals, and even landing pages with business card sites need SEO services in Karachi:
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Growth of search traffic
Despite the popularity of social networks and instant messengers, Yandex and Google are at the top regarding attendance on the Runet.
So, according to Data Insight, online stores get about a third of visitors from search.
A significant difference from other channels is that you do not need to pay for each click and transition to the site, as in contextual and targeted advertising.
At the same time, you cannot call search traffic-free, especially in the beginning. So you need to invest a lot in content, technical optimization, etc. But investing in SEO agency brings results and pays off in the long term (4 to 12 months).
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Improving user experience
A search vehicle’s main objective and to provide a high-quality response to a user’s query. That is, choose the most relevant, convenient, informative, authoritative among the many sites. So, Search engines, for example, consider the following factors when ranking:
page loading speed
the faster it loads, the better the position in the search (all other things being equal);
- adaptability – ease of display in all devices, browsers, operating systems;
- site security – the presence of connected HTTPS, the absence of viruses;
- The coincidence of words from the request with meta tags (title, description) contains additional information about the page for search engines.
Thus, when you do intelligent SEO optimization, you increase traffic to the site and improve the user experience in parallel. Convenience and informational content give the visitor a reason to stay on the site longer, come back more and more, place orders, leave applications.
Traffic and leads growth and website behavior
improvement can only expect when using honest white-hat SEO. On the other hand, gray and black SEO methods are likely to lead to assimilation and sanctions.
What includes in the SEO of any website?
Search engine optimization of the site includes the following types of work:
- Preparation and planning
Before taking specific actions in SEO, you need to decide on goals, strategy, and promotion tools.
Audit of an active resource – the site assesses to what extent it meets the requirements of search engines. In the process, errors are detected, for example:
- broken links (links leading to non-existent pages degrade the user experience);
- duplicate pages (copies of pages complicate promotion, lower search rankings);
- slow loading of the site (there is a considerable risk that the user will not wait and leave);
- incorrect display on mobile devices (increases the number of bounces from the mobile audience, worsens the ranking).
Analysis of competitive sites
data collection and comparison on traffic and traffic sources, number of pages, search queries, visibility in search engines, and more.
Collection and clustering of the semantic core – selecting and grouping user search queries for which site will be promoting.
- the structure of the site is determined (for example, a decision may create additional pages, complicate the existing hierarchy);
- optimization of meta tags, headings, text, descriptions of pictures and other elements on the site;
- Landing pages selected for contextual advertising and ad impressions configured.
- Internal optimization
Internal optimization works include:
- filling the site with content – writing articles for a blog, filling in product cards in an online store, uploading videos to the site and other content;
- writing unique meta tags (title, description) for each page and optimizing the text by the assembled semantic core;
- Linking – linking the site’s pages with each other by links (for example, in the article “How to use a product,” it is logical to put a link to the card of this product and vice versa).
Internal optimization also includes purely technical work:
- setting robots.txt and sitemap.xml – these are files with instructions for search robots, which are needed, for example, to prohibit indexing of some pages and speed up the search for others;
- setting up redirects (redirects) – which is essential, for example, when moving a site from one domain to another (for example, site.ru → site.com), changing the page address (site.ru/trendy2018 → site.ru/trendy2019);
- Removal of duplicate pages and broken links, elimination of problems with adaptability and loading speed, and so on.
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External optimization
The work on external factors begins when the internal optimization and all the technical work.
External SEO includes the work of analyzing and extracting links to the site. You can get them, for example, by:
- Media Mentions – When a company writes articles on industry resources, gives interviews and expert opinions on a topic. Or it turns out to be in the center of a scandal, hype.
- Guest publications are when a company post links on thematic sites and in other people’s blogs for free or through barter.
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Behavioral factors
At the stage of development and testing, it is impossible to consider all the nuances of user interaction with the site. What initially seems reasonable to the developer and customer may be inconvenient for most visitors. Web analytics systems display how visitors interact with a website and help you to develop assumptions for improving it further.
While working on the site, it is critical to regularly research and consider the user experience.
Search engines take into account such indicators as:
- Viewing Depth is the number of viewed pages. The more of them, the more interesting the site is for the user (though not relevant for landing pages).
- Time on the site is another indicator of a user’s interest in content, goods, and services.
- Bounce rate – the higher the proportion of those who immediately leave the site, the worse for its ranking.
- Repeat visits, direct visits – these metrics show that users know the area and trust it.
What long included in regular SEO?
The following methods in the SEO promotion of a modern website. However, some of them are outdated and ineffective; some are harmful and can lead to a deterioration in the site’s ranking in search engines:
Cheating behavioral factors
Imitation of the actions of real users, that is, artificially improving the viewing depth, time spent on the site.
Text re-optimization
When the text includes many keywords in unnatural word forms, it is written for search robots and not for people (Yandex fights this with the help of the Baden-Baden filter).
Promotion by position (keywords)
Now it is also practically useless, as the search results are becoming more and more personalized. For example, Yandex and Google generate results based on location, query history, device, and many other factors. Therefore, being at the top for a specific query does not make sense since each user has their shelter.
Conclusion
Now that you know why you need SEO and what website optimization includes, you can move on. It is a long time, challenging, and not very practical to master internet marketing by articles, videos, and books on your own. It is better to study for an online course with practicing teachers, homework assignments, analysis of real projects, internship, and employment opportunities. Mainly if, in addition to SEO, other areas studied there: SMM, email marketing, contextual advertising.