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Comprehensive website promotion in Ukraine and abroad.

Website promotion is a set of activities aimed at improving the ranking of a resource by search engines (SE), studying the target audience in order to attract potential clients to the site. The specialists of the Internet marketing company “SEOPLANET”, which offers comprehensive website promotion in Ukraine and abroad, know how to turn your resource into an effective business tool. They were our main consultants when writing this article.
Comprehensive website promotion: main stages

All promotion stages listed in the article are mandatory and must be present in any cases offering comprehensive promotion. Familiarization with them will help you understand how website promotion occurs, regardless of what resource you are the owner of: a one-page business card website, online store, corporate website, news project, bulletin board, etc.
1. Setting goals
The goals of promotion may be first places in search results for certain queries or increasing the number of visitors. Depending on the goals set, at the end of the reporting period, an assessment is made of the number of requests that were in the TOP 10 of a particular PS, or an assessment of the number of visitors who switched to the Internet resource from search engines.
2. Site analysis
At this stage, SEO specialists evaluate the existing semantic core, backlinks, and visibility of the resource for all types of queries. The structure, content, and interface of the site are assessed. Leaders in the field the site represents are studied and their promotion methods are analyzed.
Below is a list of the main activities that are carried out during the audit:
Site parsing. Performed for each search engine, as well as for the mobile version of the resource.
Analysis of structure, internal links. Menu items, page distribution of the anchor component of links are checked, and broken links are identified.
Audit of technical indicators. The verification is carried out in accordance with the requirements of search engines. In addition, a search is performed for duplicates, empty tags, non-indexed pages, etc.
Checking service pages. These include 404 page, robots.txt file, sitemap.xml - they must be checked for compliance with existing standards.
Checking for errors in the layout of the most important pages, cloaking, determining the structure of SEO components, and the correctness of their use.
Testing the server operation, its speed, page loading time, uptime.
This is not the entire list of checks and activities carried out during the audit. It includes the collection and processing of information that can be obtained both from the browser and using toolbars for developers of search engines Google, Yandex, from server and website logs.
3. Selection of the semantic core
Organic search, i.e. search through search engines is the most effective source of attracting traffic. In order to achieve success in this, a semantic core is compiled, which is an ordered set of search words, their combinations and morphological forms that most accurately correspond to the area of activity, goods or services provided on the site.
The main goal of compiling a semantic core is to increase the visibility of resource pages. This will allow search engines to find the pages of your site based on user requests. Collecting keywords is the first stage of compiling semantics. Then a conditional structure (skeleton) of the distribution of keywords across various landing pages is sketched out. After this, content and meta tags are prepared.
There are two ways to solve this problem. In the first case, the site structure is created based on the results of an analysis of user search queries. In this case, the semantics is the architecture of the resource. In the second case, the structure of the site is planned before analyzing search queries, and the core is distributed over a ready-made frame.
SEO specialists use two methods, but SEOPLANET recommends first planning the structure of the site, and then defining queries that will allow users to find the necessary page. In this case, the owner of the resource himself determines what he wants to tell potential clients about. With the first method, you simply adapt the site to changing conditions, i.e., adapt the environment to the needs of customers.
The “SEO” method has a significant disadvantage. Because of this approach, the information value of the resource decreases significantly, but the business itself must choose what to tell customers, not limiting itself to reacting to the statistics of search phrases. Old-school SEOs may exclude many promising search phrases due to low volume, junk keywords, high competition, etc.
4. Cost of promotion
It is dcompetitiveness. etermined based on the cost of requests, which, in turn, depends on theirFactors influencing the cost of promotion:
type of request that can be commercial, depend on geography, etc.;
number of regions for website promotion;
the degree of development of the resource, its belonging to the region of promotion;
presence/absence of sanctions from search services.
5. Selection of relevant pages
So what is relevance? First of all, this is the factor by which search engines determine the visibility of a resource or page based on a user’s request and rank it. Simply put, in order to be in the first place in the search results, the page needs to meet the requirements of search engines and correspond to the meaning of the request.
How do search engines determine relevance? Each service has its own algorithms. Here, for example, is how it happens at Google. Having detected a page, the system determines what topic its content is devoted to, or, according to the terminology, performs indexing. This process consists of analyzing content and organizing it. Important for Google:
words that appear in the document;
arrangement of words (title pages, description pages, headings, body text).
The main indicator of relevance is the presence on the page of the same words as in the query. In addition, the search robot determines the meaningfulness of the content, the correspondence of the language of the page content to the language of the request, and the regional affiliation of the resource.
6. Website optimization
Finalization of the website to remove restrictions (search engine filters responsible for lowering or excluding a site from search) and adaptation to the created core. The main goal of the specialist is to increase the attractiveness of the resource for search engines. This is not only working with content, but also creating a site map, menu, internal links (linking), improving the user experience (usability).
Technical optimization involves preparing a website in such a way as to eliminate problems with resource indexing by search engines. To do this, checklists are created and audits are performed to identify critical problems.
It is equally important to pay attention to the content, which should be unique, sufficiently voluminous and of high quality.
7. Working with links
External links are one of the main factors that influence a website's ranking in search engines. These are all active links posted on third-party resources and leading to the Internet resource being optimized.
Website promotion using external links is one of the most effective methods used by all optimizers. Search robots evaluate not only internal factors, but also the quality and quantity of backlinks. However, you need to understand that links can have both positive and negative effects on the promotion process.
Natural links placed on authoritative resources, the number of which increases gradually, have a positive impact on promotion. Spam links or links placed on low-quality sites can negatively affect the ranking of an internet site.
Natural links are links that are placed on external sites by their owners or users at their own request, for example, as a recommendation. They can be quite varied:
with the page address, brand name;
with anchors “here”, “here”;
with low-frequency anchors;
in reviews, comments, etc.
Naturally, optimizers buy links, so it is important that the growth of the link mass is gradual, and that the links themselves are useful to users.
8. Increase conversion
A fairly common problem among online store owners is low conversion—insufficient number of purchases. And this despite a large number of clicks, high search rankings and large investments in contextual advertising.
Conversion rates are individual for each site. For one area, a conversion of 0.5% is quite sufficient; for others, a conversion of at least 5% is considered normal. The highest conversion rates are for online stores that offer unique products and unique selling propositions. For areas where there is a lot of competition, the conversion will be low, and if there are not many competitors in the market, you can hope for fairly high figures.
Below you will find the main factors that can improve this indicator:
Increasing the authority of the site.

A factor that directly influences the buyer’s decision to place an order in this particular online store. According to studies, over 80% of customers are willing to pay more if the order is placed in a well-established store. It wouldn’t hurt to add a block with the logos of partner companies and talk about the company’s achievements and awards.
Storytelling. Don’t neglect the “About the Company” section. As practice shows, every third buyer, before placing an order, goes to the section that tells about the company. Clients want to see that you have a personal story.
Full technical description of the goods. This is especially important for online stores that sell household appliances, electrical equipment. Buyers usually make their choice based on technical characteristics, using a certain set of criteria. To do this, you can use content not only in text, but also in video format.
Replacing labels with buttons. The latter are more effective than inscriptions. Any elements of the site that allow the visitor to perform any action should be designed as buttons. According to studies, graphical calls to action are a third more effective than text links.
Indicate the advantages of the product. The buyer must receive additional evidence that the product will fully satisfy his needs, so there is no need to continue searching.
Use more product images. This is an important factor that allows you to increase conversion by a third. The buyer evaluates the product primarily visually, so the card must contain 3 or more photos.
Color scheme and site layout.

Psychology and design dictate their own rules to us: the color scheme of the site must correspond to its theme, and the webmaster must always remember this. For example, if you sell hunting products, then pink and blue tones are unlikely to be a good choice.
9. Reports
Reporting allows you to evaluate the effectiveness of the work being carried out, analyze the return on investment, and compare the results of past campaigns with subsequent ones.
Conclusion
The results of website promotion depend on how comprehensive the approach to solving this problem is. As you can see, in modern conditions, when competition is great and users have the opportunity to compare your offer with dozens of others, all methods and means of promotion must be used. If you have any questions, please contact the specialists of the company “SEOPLANET” for advice, which offers comprehensive website promotion in Ukraine and abroad, guaranteeing maximum results from the investment.

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