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9 minutes If you own an online business or plan to own one, then you have probably heard that SEO promotion is needed to increase the sales. But what exactly is SEO optimization? In this article, we will explain the well-known abbreviation, and also argue why this tool is so necessary for websites.
If you own an online business or plan to own one, then you have probably heard that SEO promotion is needed to increase the sales. But what exactly is SEO optimization? In this article, we will explain the well-known abbreviation, and also argue why this tool is so necessary for websites.
Ok, Google: What is SEO?
SEO means “Search Engine Optimization” . “This is a set of measures for internal and external optimization of a website for search engines in order to improve its position in the search results, as well as to attract targeted traffic,” Wikipedia gives approximately the same answer. But is this interpretation clear? To explain the essence and features of this term in a more “human” language, we need to go back in time 30 years.
Around the 90s, the acronym SEO itself appeared. This was the period of the creation of the Internet, and there were no problems with the search engine yet. But over time, the number of web sites on the network increased, competition between portals related in subject matter and type of activity grew.
IT specialists quickly realized that it was necessary to control and increase the importance of Internet pages so that one resource was shown higher in the search results than others and thus could compete for the audience's attention. In the process of searching for effective mechanisms to increase the importance of website pages, a whole science was formed, known today as search engine optimization.
In short, search engine marketing is based on the following:
Internal optimization — elimination of technical errors on the website, elaboration of the structure and usability, software implementation, micromarking.
External optimization — registration in map services (Google maps, Yandex.Maps), creation of various types of links, link building.
Working with content — collecting the semantic core, distributing keywords, formatting, maintaining readability and uniqueness, linking, adaptation of photo / video materials.
Influence on behavioral ranking factors — dealing with bounces, depth of view, average time on a website, direct / indirect visits, click-through rates, etc.
What is SEO? SEO is a science. To engage in high-quality and effective search engine promotion, you need to master it, hone skills in practice, and then constantly improve, because search engines regularly change their priorities in ranking factors. If they do not match, the website simply will not rise to the coveted TOP. And what exactly is the TOP, to which everyone is striving?
The most popular search engines all over the world are Google and Yandex, where users enter hundreds of millions of queries every day. When your website is shown first in the search results for such relevant words and phrases, this is called being in the TOP. More clearly in following examples:
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As on the 1st screenshot for the request “SMM Chisinau” the first result in the list is Smmstudio.md. This means that this website is in the TOP 1 position in Google search results in accordance with this keyword.
In the 2nd screenshot, at the request “SEO website promotion in Moldova”, Seostudio.md is in the first place (after the advertising block). For this relevant keyword (it is directly related to the activities of the company), the resource is also in the TOP 1 position.
The work on the search engine optimization of a site for search engines for a SEO specialist begins with the collection of a semantic core – a collected set of words and phrases that most accurately define the company's activities. By these keywords the website will be promoted.
So, we have logically approached the most important thing: what causes a business to disappear from the top of the SERP? In short, a lot of clients and profits. And we will talk about this in detail and in an understandable language further.
By working with the requests of the Internet audience, a SEO specialist not only ensures an influx of visitors to a website, but attracts interested users in your products / services. In marketing, such a group of people is called the target audience, or in simpler terms, potential customers.
If a person is looking for "inexpensive baby stroller" or "buy a shower stall", then they search for the most accurate websites for these requests: where is a large selection of inexpensive strollers or beautiful shower stalls. This is how SEO-website promotion works: it shows the user the resources where they can buy what they are looking for. This is the shortest customer-to-product path.
Conversion rate (CR) is the ratio of website visitors who have performed some targeted actions on it (for example, placing an order, buying, subscribing) to the total number of visitors. The conversion rate is very important when calculating the amount spent on advertising and the actual profit.
Why does the CR grow as a result of marketing in the search engine? In the process, the specialist carries out internal optimization, in particular, improves the content and the visual component. When an easy and understandable navigation is implemented on the website, useful and interesting publications are posted and constantly updated, there is an accurate and capacious description of goods / services, this contributes to the performance of the target actions by the visitors.
The more often your website is in the TOP for certain key queries, the more often Internet users see it. Over time, the name of the portal or company is deposited in their memory, which increases loyalty and the likelihood of a purchase.
Take, for example, Moldovan online stores bomba.md, pandashop.md, smadshop.md. They are really “well known”, because they constantly carry out search engine optimization and, as a result, from month to month they lead the search results for hundreds of keywords.
Using SEO-promotion, you can promote absolutely any portal, be it an online store of women's / men's clothing or a web portal for a manufacturer of bag making machines, agricultural machinery.
Social media marketing, for example, in this sense cannot satisfy the needs of all entrepreneurs due to the expressed entertainment oriented nature of these sites.
SEO promotion is a more promising and effective advertising tool than many others in the long term. Your online resource will not stop showing up in the search results after some time, like, for example, the contextual advertising ads. Over time, the effect of the SEO only increases, and the cost of attracting customers decreases.
The more visitors your website has, the more people will buy from you. This is a simple rule of thumb for the e-commerce. Resources in the TOP are more often recommended to friends / colleagues and are referred to. This will certainly lead to increased profits, even if you do not use other types of advertising. Tracking the sales growth is very easy: analytical services are connected to the site, and analysis is carried out according to business metrics.
You may be surprised, but SEO will be useful even for those websites that are already leading the first page of search engine results. How? Ranking algorithms are constantly changing and improving, besides, do not forget about competitors who can throw you off the pedestal at any time. Having lost a high position, it will be extremely difficult to get it back again.
When a web resource ranks really well for certain queries, you shouldn't stop there. If you plan to further develop your business, it will help to increase the loyalty of the target audience to the brand, get more visitors and a higher conversion rate.
Website optimization in search engines is a very complex and multi-component Internet marketing tool, which in the hands of an experienced SEO, turns into an effective way to promote a website on Yandex, Google and other search engines. They will not allow your Internet resource to get lost in the backyards of the second or third search results page.
So why do you need search engine promotion?
To optimize for ranking factors that will lead your website to the TOP
To attract a large number of potential customers
To increase sales
To keep leading positions in the search results
Remember: if your resource is not seen by search engines, its existence has no meaning. But even the most hopeless websites can be pulled out with the help of SEO site optimization in search engines, if you turn to professionals.
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