Peculiarities of website promotion today
Website promotion is a complex process, as a result of which:

• Increases the position of the resource in search engines;
• attract members of the target audience;
• Increases attendance;
• visitors convert into customers, consumers of goods or services;
• the popularity of the resource grows, increasing its reputation and brand value;
• The company looks more representative of the competitors.

All of the above contributes to the systematic development of the site and increase its profitability.

What actions need to be taken to achieve a positive effect? To design a competent development program for any resource, whether it’s an amateur blog, the site of a production company or an online store, requires a strategy, which is based on an understanding of what factors affect the state of the resource. They are divided into two large subsets: internal and external.

Internal factors include:

Usability of the site. Page loading speed, convenience and logic of navigation, the availability of maps, easy checkout, nice design has a positive impact on attendance, which is taken into account by search engines in issuing.
Quality of content. Unique text, photo and video materials, a variety of instructions and other useful information very much like search robots, so use materials from the network should be very carefully – it is better to spend more time, but to create your own information base.
Regular updates. The more frequent the site appear new articles, news reviews, the higher the loyalty of search engines.
Compliance with SEO requirements. The main thing here is the compliance of the website pages with search queries and user expectations. In addition, keywords in the right quantity should be contained not only in the body of the texts, but also in and <alt> tags (for images), in the meta tags, in the URL, in subheadings (<H1>, <H2>) and so on.<br /> Qualitatively executed programming part. The speed and accuracy of the resource directly depends on it.<br /> The presence of a mobile version of the site. Many users go online with mobile devices, functioning in a format different from PC, respectively, should take care of the comfort of this category of visitors.<br /> Relinking. Accurately designed transitions between internal pages of the site have a positive impact on the perception of search robots.<br /> Age of the site. The older the resource, the more it has a chance to get into the top.<br /> Also on the search results are influenced by the percentage of bounces (users return to the search after clicking on the site), dwell time, number of pages viewed, adding the site to bookmarks, feedback and other “behavioral” factors, which directly depend on how useful and convenient your site is for users.</p> <p>Among the external factors, the most important are:</p> <p>TrustRank (credibility of the site). The more authoritative resources with a high Page Rank (Google) refer to the site, the higher the credibility of search engines. Links from .edu and .gov sites are especially valuable, as are links from resources with similar content. Link exchange is also welcome.<br /> The presence of the site in specialized directories. The very presence here speaks of the high quality of the resource and favorably evaluated by search engines.<br /> Evaluation of the site visitors. The presence of a regular audience, links in social networks, consistently high attendance by thematic audience – one of the most important factors of confidence in search engines, so all the actions of the site owner should be aimed at attracting loyal users.</p>

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Ideally for maximum effect several advertising vectors should be used simultaneously, but not every budget can afford it, so most often it is necessary to focus on one of the channels of promotion, involving the remaining ones, if necessary. As a basic channel, most experts recommend choosing SEO-promotion. Such advice has a clear rationale.

The main advantages of SEO-promotion

Long term .
Unlike most other channels, the effect of which disappears completely, or significantly weakened when the financial input, the results of SEO-promotion positively affect the position for months and years after the complete cessation of work on the site.

Increase of conversion
Search engine optimization not only allows you to attract additional customers to the site, but also increases the chances that they will take the targeted action, generating profits. The thing is that SEO services include a lot of work to improve the appearance of the Internet resource, its usability, functionality and even thematic appeal to the visitor. In addition, one of the components of SEO-promotion – technical optimization – makes the site more responsive and structurally correct.

Affordable cost
Compared with other types of online marketing, SEO promotion is much cheaper. For example, a single click on a highly competitive ad for contextual advertising costs the customer tens or even hundreds of rubles. At the same time, the cost per click for search engine optimization by traffic may be only 50 kopecks.

Improvement of brand awareness
The continued presence of the site on the top positions of search engines increases its reputation in the eyes of the target audience. This immediately affects the growth of confidence in the company and the percentage of conversion of visitors into buyers.
Of course, you can not list only the benefits of SEO, otherwise it becomes unclear why there are alternative promotion channels.

The main disadvantage of search engine promotion is the relatively high duration of work. A full-fledged professional website promotion requires at least three months, and for a new site requires even more time. And the second disadvantage, or rather a feature of SEO, is a serious correlation between the result and the skill level of the contractor. Unskilled actions or use of black optimization techniques can, instead of positive results, bring the opposite effect. Therefore, you should look for a promotion company competently, paying attention to portfolios and reviews on the Internet.

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Let us analyze the objectives of SEO promotion of the website
Promotion is aimed at raising positions of a resource in search engines. The number of visitors to the site, ie, the amount of traffic, directly depends on its position.

Sites that are on the second and subsequent pages of search results for the bulk of the queries almost do not receive an influx of traffic. In this regard, the main goal of SEO is to bring the site to the first page of the top 10 results for the maximum number of queries.

SEO objectives are aimed at:

attracting more traffic;
Retention of visitors on the site;
Raise the attendance of the target audience;
Increase in the number of requests.

The resource can be promoted in search engines according to two parameters:

Positions. You need to work through a specific part of the queries, focusing on landing pages with them. Create expert materials for them, and optimize for the right queries. In this case, the purpose of SEO promotion in the rising of these pages in the top 10 in extradition of the PS in order to get the target traffic.
Traffic. Semantics is worked out in great detail and promotion is all inquiries in the designated topic. The strategy is aimed at increasing the growth of traffic to the maximum values.
increase in position the goal of SEO promotion picture

In order to achieve the goal of SEO promotion, it is necessary to audit the website and usability, to identify and correct technical errors, to analyze competitors, to refine the site. It is necessary to collect a semantic kernel (SN), to make the structure of the resource. It is important to pay attention to the quality of content and the convenience of the resource for users.

For commercial companies, the aim of SEO promotion is sales and new clients. To determine the effectiveness of the work track such parameters:

calls and applications from the resource;
attendance from search engines;
Positions in search results for the target keywords.

Promotion results should be tracked regularly and evaluated in dynamics. Only in this way can you understand whether the goal of promoting your site in search engines is fully achieved.

It is important to understand that the goal is considered achieved not when the site reaches the top 10, but when the traffic and conversions are maximized as a result.

Setting SEO promotion goals
The main task of SEO is to increase the visibility of the website in search engines, that is, an increase in the number of impressions of the web resource in the output by thematic keywords. To fulfill it a whole complex of works should be done.

Competitor tracking
Forming a strategy and outlining the objectives of SEO, you need to find out who the main competitor in the niche, analyze the keywords by which they are promoted, the strengths of their usability, etc.

Collecting semantics
The greater the coverage of the SN, the greater the volume of traffic. You need to collect the maximum pool of queries in your topic, using special services: Google Keyword Planner, Serpstat and others. Then they should be distributed by pages depending on the purpose of users and remove trash requests.

Structure building
The website should have a tree-like structure so that link weight is evenly distributed to all pages and navigation is as easy as possible. This will also ensure the availability of landing pages for the keywords being promoted and a good study of the semantic core.

Technical optimization
Phase, aimed at improving the indexing of the site by search engines, the elimination of technical errors and vulnerabilities in the code.

Development of usability.
The task of SEO promotion includes work on usability. The site should load quickly, display correctly on different devices, to be convenient and intuitive. Users should see all the navigation elements, as well as buttons for targeted action – make a purchase, call, order feedback, subscribe, etc.

Filling the site with content
High-quality content affects not only site’s position in search engines, but also the level of conversion. The task of SEO optimization is to create content that will answer all the questions of users, inspire confidence and motivate a purchase.

External optimization
The purpose of external links is to form the authority and expertise of the resource in the eyes of search engines, improve positions, increase attendance and brand awareness.

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