Every day more and more businesses are starting to do business online, which has become especially noticeable after the Coronovirus crisis because many have realized that quickly bringing a business online means keeping it and staying afloat. Accordingly, the level of competition on the Internet is growing, and it is difficult for online stores to attract and retain customers.
SEO, in this case, is useful in that it tells the search engine which site deserves the attention of the user and high positions in the search results. Without SEO, there would be chaos in the search results, and the top positions would be occupied by random sites where no one buys anything.
If you’re not sure about the ins and outs of SEO services and how they can help you improve the visibility of your website, this guide can help!
Why do you need SEO services?
To better understand what SEO means and why you need this particular service, consider a simple example:
You need to find a new supplier or company to partner with. You will not offer cooperation to the first person you meet? You want it to be reliable and mutually beneficial. Therefore, you will conduct a small study during which you will collect a list of companies, chat with friends, ask for recommendations, and chat with the owners of the right business about a particular service or product. The list will then be narrowed down to a few properties, and you can search for reviews of them or visit the factory in person. So you will be sure that you have chosen a reliable partner or contractor.
This process is very similar to how search engines rank sites and determine which ones to give first places in the results and which ones to drop to the very bottom of it. This takes into account such factors as the popularity of the site, the impression of visitors (reviews, rating), as well as the quality of the resource itself and its content. Just as it would be difficult for you to choose the right company without recommendations, reviews, and a personal visit to the production, in the same way, it would be difficult for a search engine to properly rank a site without SEO.
Based on this, we conclude that SEO services are needed to provide the search engine with the correct information about the site and thus raise it in the search results.
What can SEO companies do?
The answer to this question depends on the field of activity of the company, the availability of specific specialists, and your needs.
Some SEO companies help to increase the site’s ranking in search results and optimize it. Others create high-quality SEO-optimized content. When thinking about how to choose a company for promotion, keep in mind the fact that each expert and each company differ in the features of the services offered, their cost, the speed of work, and the guarantees that the client receives.
Selection of keywords and compilation of a semantic core
After conducting an audit and identifying errors, before proceeding with website promotion, specialists need to assemble a semantic core – a list of queries for each of the site pages. They do this in two stages: at first, they meet with the client to learn more about his service or product and the phrases that are associated with him and explain in detail what keywords are and why they are needed.
In the second stage, the SEO specialist, with the help of special services, analyzes user requests on the Internet on a specific topic and selects those that are most suitable for promoting your site.
Some of the keys and phrases will be high-frequency, with a high level of competition, and some will be mid- and low-frequency. High-frequency ones require a more aggressive promotion strategy, creating a link profile and carrying out other necessary actions. Low-frequency ones allow you to quickly bring to the TOP, but bring less traffic to the site. Therefore, before you approve the semantic core and start creating SEO content, you need to understand the question of what the semantics of the site is and carefully examine all the collected keys for compliance with the goals.
Primary SEO optimization of the site
If you are just bringing your business to the Internet and have a new site or an old resource, but you have never used SEO optimization services, you need to carry out primary optimization. It includes filling the site with content containing keywords and phrases. Thus, the search engine will “notice” your site and determine its subject matter.
Additionally, primary site optimization includes the following:
- Fill in meta tags using keywords – lines with short information about the site that you see in the search results.
- Updating titles, including page titles, and adding keys.
- Creating optimized texts for the main page and pages where you need to drive traffic.
When creating content, you must adhere to one important rule – write not only for machines but also for people. The text should be as natural and readable as possible, and the keys should fit organically.
Site indexing in search engines
Indexing by search engines is one of the most important steps in SEO optimization. Even though Google or Yahoo search algorithms still gradually naturally crawl all sites using links that lead to them from other resources, this takes some time. You can significantly speed up the process if you manually send the site for indexing; that is, it is considered by the search engine and included in the index. This should be done as soon as all the technical work on the site is completed and content with keywords is added. After the system crawls the site, it will appear in the search results.
After the indexing of the site is completed, it is necessary to continue to work on increasing its rating.
UX design is User Experience, which also plays an important role in getting good positions. If a user visits your resource and it seems unattractive or uncomfortable, he closes the site. The search engine evaluates such behavior as a bounce, and a large number of bounces lowers the position of the site for a particular keyword or phrase.
To ensure that your online resource does not have a high bounce rate, experts finalize the design of the site and offer options on how to improve the user experience.
We looked at the company search example above to understand how search engine rankings work. And we mentioned that one of the criteria that allow the system to evaluate the site and determine the level of trust in it are links posted on other resources.
Building a link profile or building a link mass is one of the most important tasks of modern SEO. The higher the level of competition for a particular keyword or phrase, the more competently you need to build a link profile and the more links you need.
To create high-quality authoritative links, you need to apply a large number of specific tactics and techniques. The specialist is engaged in both simple placement of links on your site or in a social network profile and sends guest posts to other blogs and places texts with links on trust sites. Gradual constant link building is very important for a site’s ranking in search results.
Filling the site with content
SEO texts on the pages of the site perform several functions:
- Provide your visitors and customers with information about your company, products/services, and the benefits of cooperation.
- The presence of keywords and phrases, allows the search engine to determine how relevant the site will be for a specific query.
In order for the content on the site to be useful not only for readers but also for the rating of the resource, it is necessary that key phrases and words are organically inscribed in it. And this is one of the biggest challenges that SEO copywriting faces – placing a large number of keywords and keeping the text relevant. You can entrust this task to a company that provides SEO optimization services. Often, such companies have copywriters on staff who can create the correct and, most importantly, readable and useful SEO text for readers.
Regular optimization and updates
Since new sites appear on the Internet almost every day and search engine algorithms are updated, it is very difficult to maintain high positions for a long time without the help of specialists. Relying on optimizations already done years ago and using old methods is like shooting at a fast-moving target. Today, something from the old techniques will work, and you will be at the very top of the search, and tomorrow the positions will drop, and the site will be on the second page of Google.
Long-term cooperation with a proven SEO company will help to avoid this situation. Specialists monitor all changes in search engine algorithms and quickly adapt the site to these changes, thus maintaining your high positions in search results.