Audit of your own site

This point is closely related to the previous one. The study of competitors, which you did before you need to do with your site. Now you know all the misses and successful solutions competitors. It’s time to apply it to their own project.

Internal optimization

This includes everything that is responsible for the attractiveness of the resource for visitors and search robots.

• Optimization of the meta tags title, description, h1-h6. This is the first thing that should be optimized. Title – a meta tag that describes the overall content of the document. Try to reflect in it the meaning of your page. To do this, it is recommended to include multiple keywords (1-2, but no more).
• Description – has less impact on SEO results. But, search engines refer to it when forming a snippet (a brief description of the page in the search results).
• Headings h1-h6. With an overabundance of information, users no longer read texts – they “scan” them. Headings in different order greatly facilitates the perception of the text. In the headings is recommended to include less frequent keys
• Work with the content of the page. This includes determining the minimum amount of text, the density of occurrences of key words. The minimum volume of seo texts that are required by search engines: 800 characters for Yandex and 3000 for Google. Auditorium, on the contrary, prefers longer and more detailed articles. According to generalized data from Habrahabr, Geektimes and Spark.ru, the most read and “shared” articles were from 10 to 20 thousand characters. Such articles received on average 25% more views.
• Working with site content includes working with images and video content. First and foremost is its optimization for web publications. There are cases when people inserted a picture on the main screen weighing 10-12 megabytes, and the rest of the content was not “easier”. The total “weight” of the site when loaded up to 100 megabytes – no more than 3 seconds to load is out of the question. Here is a service for compressing images without loss of quality. Do not forget to inscribe Alt attributes when uploading an image to the site. He is needed for better interpretation of content search engine. For fast loading pages video content is easier to place, for example on YouTube (this will not take up precious disk space).
•  Improving the quality of the page and increasing the accuracy of the page’s response to user requests. To do this it is important to define the functionality which is absolutely necessary on the page: calculator, forms, online consultant button or any other functionality which will make the page most convenient for a visitor.
•  Internal relinking – distribution of page weight using links to other pages. This tool allows new pages to be indexed very quickly. Linking serves as a tool to keep visitors on the site, and this is very good for behavioral factors.
•  Creating an XML sitemap. Site map makes indexing easier for search robots.

Bringing the addresses of pages on the site of a human-intelligible form. CNC or man-understandable URLs are an integral part of the convenience of visitors to the site. In a previous article we told you why you should use CNC when preparing the URL.
External optimization

If in the past, external optimization was reduced to the purchase of links (though not always of high quality, today it’s not rolling. The process of building link mass (or in another link-building) today is no less important than inbound optimization. Collected for you a few relevant rules link building in the 2k19.

• Do not abuse the purchase of links. Moreover, if your site is very new, then completely abandon the purchased links.
• Catalogs are not dead. It’s just that there are so many “trash catalogs” on the Internet that it is very difficult to find something worthwhile. At the dawn of seo was popular service “placement in 1000 directories” (just like 1000 business chats on Telegram:)). Today it is better to be placed in 1, but a good one, than in 1000 “trash”.
• Place links to your resource in social networks. Such links are highly valued by search engines.
• Publish interesting content with the ability to share it on social networks. This is probably the best way to get links today. After guest blogging.
• Guest blogging means that you write an article for another person’s blog or site, and it makes a mark that the text is yours. Sometimes there is a mutual exchange of articles – a cross-promotion.

We recommend searching for “donors” by hand. So you can be sure of the result. Or use the service Miralinks. To buy a link through this service, you will need to write an article for its placement. The service has a list of mandatory requirements for the texts, so you can’t just shove just anyone.

Commercial factors.

Everything that influences the increase in conversion from visitors to customers (buyers) or subscribers. This is an important step in the seo promotion strategy. Here you will need knowledge in: design, usability, marketing, mailing lists and other areas. We have prepared several recommendations for increasing conversions:

• Color scheme. A maximum of 2-4 colors. Do not turn the site into an artist’s palette.
• Fonts. Ideally 1-2 different fonts. One for headings of all levels, the other for the main text. You can choose fonts with different styles, if you want to diversify the text design.
• Convenience, visibility and logical placement of feedback forms. Try to make the forms visible (contrasting with the background). Minimize the number of fields in the form (2-3 maximum, ideally – one). Excellent will be perceived form at the end of the sales page and placed on the right side of the screen. These conditions create the effect of completeness of the proposal.
• Provide visitors to the resource necessary information to make purchasing decisions (prices, delivery terms, turnaround time, reviews, cost calculation functionality and more). You can find out what your customers need to make a decision: on competitors’ sites, in competitors’ social networks, on forums where your products or services are discussed.
• If you sell a complex product or service (not mass consumption), it is more logical not to try to sell directly, but to make the goal of your site to collect contacts of visitors. You can use the collected contacts in email newsletters, where you will “warm up” your audience and get them ready to buy.

Commercial ranking factors

A weighty set of factors that influence the position of the site in the search engine. For this reason, they are often attempted to inflate. Lead to the site “motivated” (money) traffic, throwing a link to the page friends or large chats (supposedly to test the functionality) and other ways to use. Search engines are able to track these manipulations and may impose sanctions on the culprits. We will consider several ways to improve behavioral factors without using any kind of special tools or services.

• Optimize, develop and improve the mobile version of your site. More and more traffic and sales are coming from mobile devices. That means you need a sales page that looks presentable on mobile, loads easily and is comfortable to view. Despite this, there are still “heavy” pages in the top 10 that are not optimized for mobile devices. Visitors won’t stay on them for long.
• Improve your snippet. We have already mentioned that a snippet is a brief description of the page, which is placed below the title in the output. You can make it different from similar snippets of your competitors. You can do this by adding unique UTF-8 characters, photos of article authors or product rating stars.
• All of the above is designed to make traffic to the site most targeted and reduce the “bounce rate.” “Bounce rate” is the number of visitors to a page who left within the first 15 seconds of coming to it. “Bounce rate” is one of the most important ranking factors. Based on the number of “bouncers” can determine how relevant the content of the page ad, and how relevant the offer reaches the target audience on that page.
• Another indicator you can affect – the time that people spend on your site. The optimum time, which the search engines give you a “plus” – 40-60 seconds or more. Place bulky texts, videos, and important information for users to increase the time visitors spend on your site. Internal linking also has a positive effect on the duration of the user session.

Bottom line

The work doesn’t end there. Even if you have already done everything that provides for your site promotion strategy, then do not strive to relax. There is always the cherished level of conversion of 100%, you can always pump up your writing skills, improve the design and functionality of the resource. For you, we have collected the latest recommendations for 2019 in SEO:

• Still, the leader of recommendations – having a mobile version of the site.
• Switching from http protocol to https. With this protocol, you’ll be able to seamlessly accept payments from customers on the site and their personal information.
• Quality content sells better today. It makes much more sense today to gather people into newsletters than to sell head-on.
• Links are still relevant, only the method of working with them has changed.
• In promoting the best way to use low-frequency queries. They most accurately speak to the needs of your customers and the probability of purchase is much higher.
• The role of voice search is increasing. Voice search queries are becoming more specific.
• The seventh tip – the most important. Make sites for people. Have fun with your conversions!