How website promotion has changed by 2020 | Best SEO Services in Dubai
The main feature of modern SEO is integrated work to improve the quality of the site through Best SEO Services in Dubai. Getting into the top results in any way is no longer an end in itself. The task of promotion is to bring and retain a client, therefore it is extremely important to build a strategy, implement and test hypotheses, and constantly analyze the results.
The general scheme of promotion can be represented in the form of a cycle: Analysis - Strategy - Work - Analysis - Improvements. Website promotion includes the following steps:
Preparation: competitor analysis and strategy development
Technical and internal optimization
Content creation and publishing
Work with commercial factors
Analytics and improvements
Any conclusions can be made only on the basis of real statistics for several months.
Let us consider in more detail what today includes every stage of website promotion.
Here is what is included in the preparatory work through SEO Training in Lahore:
Competitive analysis. Using special services, you need to study the sites of competitors in the search results: find out their requests, link strategy, user behavior. It is also worth analyzing a niche in terms of marketing, it is especially important to study industry leaders.
The choice of strategy. Based on the data of the initial analysis, we build a strategy: we take into account the general level of competitors, exclude their weaknesses and offer the user the best solutions.
The collection of the semantic core. We collect requests based on products or services, if necessary, you can refer to the achievements of competitors. Read the instructions on how to build a semantic core for an online store.
Clustering queries. We break all the keywords into thematic groups, then assign them to specific pages on the site.
Creating a site structure. This is the backbone of the site. The presence of a clear structure simplifies navigation for robots and users. The logic of the structure should be based on clustering queries.
Checking the technical condition of the site and internal optimization
Technical condition is one of the basic metrics for evaluating a site by search engines. The resource should work quickly and without errors.
Internal optimization is a set of site requirements, the implementation of which greatly simplifies the work of search robots which will monitor and manage by Best SEO Services in Dubai.
Specifications to pay attention to:
Download speed. Download time should not exceed 3-5 seconds. Pay attention to the purity and weight of the code, optimize images. You can evaluate the speed of the site using the tool from Google - PageSpeed Insights.
Security. Take care to protect your site from malicious code, viruses and Internet attacks. Affected sites are limited to issuing.
The correctness of server response codes. All pages should give the correct code that reflects their current state.
Using HTTPS The encryption protocol allows you to protect the data that users transmit through the site.
Cross-browser compatibility. Make sure the pages display correctly in all browsers.
Responsive design. The site should look equally good on all screens and devices. Mobile versions in this regard are already outdated.
Quality hosting. It is important that the site works stably and withstand loads with a large flow of visitors.
Usability. Think about user convenience. The site should have simple and logical navigation - the main sections should be accessible from the main page. Make sure that the services are intuitive, make sure that the forms have a minimum of fields and work correctly.
What includes internal optimization:
Registration in webmasters of search engines. It allows you to monitor the status of the site and quickly receive information.
Adding breadcrumbs. Breadcrumbs reflect the path to the page according to the structure - this simplifies navigation and helps robots.
CNC link generation. Addresses (URLs), which are written in a language that people can understand, simplify navigation and improve the appearance of pages in the display.
Signature of tags to pictures. Each picture should be marked with special tags: title (title) and alt (alternative description). This allows robots to understand the content of the image and increases the relevance of the page.
Meta tag development. Meta descriptions of pages (title - title; description - description) help users and search robots understand what content is placed on the page.
Adding sitemap.xml. A site map must be present, thanks to it robots find new pages and index them.
Adding robots.txt. A text file with a set of instructions for search engines allows you to hide the technical sections of the site and unnecessary pages from indexing.
Setting the correct redirects. From a non-primary mirror to the main host, from old pages to new ones.
Exclusion of duplicate pages. The site engine should not generate duplicate pages with variable sessions, etc.
Indication of canonical references. Rel Canonical is an attribute that allows you to link several pages that duplicate each other's content. For example, this is useful for pagination pages. A page that is highlighted with such an attribute will be considered canonical and it will get into the search results.
Improving the technical side of the site and internal optimization should be fully implemented at the development stage.
Content is what the user comes to the site for, so the requirements for its quality are constantly growing. The basic content is text, it should be useful and answer user questions. It is necessary to supplement it with quality illustrations and videos through Best SEO Services in Dubai.
When all requests are distributed on pages, you can give the task to the copywriter. Together with the texts, the copywriter should prepare meta tags for you. Meta descriptions should include keywords, but be natural and readable. The same goes for search terms in the text.
SEO texts no longer work, they have been replaced by LSI copywriting, where text quality is more important than the number of requests. In addition to the main keys, the text should contain synonyms, word forms, and indirect queries. Take a look at examples of good and bad texts from Yandex.
Visual content includes images, photographs, videos, infographics, tables, graphs. Any visualization increases the information content of the text and makes the material more accessible to perception. However, when working and trained with SEO Training in Lahore visual content, it is important to follow a number of rules.
Images should complement the text, enrich it and not violate someone else ’s copyright. Ideal option - own illustrations and photos. For example, a business report can be filmed independently. Simple videos can also be removed and edited by yourself.
A variety of content affects the behavior of users on the page - the presence of videos and photos increases engagement. People are more willing to read and share materials. As a result, site behavioral factors improve and natural links appear.
Behavioral factors are search engine metrics that characterize user behavior on a site. How interested was your material in it, was it useful, did it answer the question. Search engine rating is based on visitor satisfaction - the higher the rating, the more often your site will be broadcast to users.
The percentage of returns to the issuance. How often a visitor returns to search to find something else.
Clickability in delivery. This metric is called CTR and shows how often people click on the snippet (description) of your page in the SERP.
Bounce rate The percentage of people who leave your site without finding an answer or without waiting for a download. Reducing the bounce rate increases your ranking in the eyes of search engines.
Time on site and depth of views. A metric that shows how a user is interested in your site. Good performance is considered to be about 3 minutes and viewing 3-4 pages by one visitor.
The share of direct visits. These are transitions from bookmarks and from the address bar of the browser. They say that your site is valued and go to it in search of information.
User behavior is one of the most influential signals about the quality of the site, it reflects the level of quality of all previous work.
Properly selected and distributed requests ensure that the user receives an answer to their question.
Snippets are formed from meta tags and text, which motivate you to go to the site.
Quality content answers user questions, provides true and complete information in a structured way. This simplifies the perception and increases the time that the user spends on the site.
Adaptive design, high download speed and the correct operation of forms makes it easy to work with the site on all devices.
Thoughtful navigation increases the depth of viewing pages. Useful blocks with recommendations and linking. Working with usability makes the site user-friendly through Best SEO Services in Dubai.
All of the above creates a positive reputation for the resource - people begin to go to the site directly or look for it in the search results. This fact is noted by search engines and also rate the site higher. This is especially important because of the personalization of the issue - each user has its own top.
High-quality sites gain an advantage over competitors and as a result receive even more traffic. Resources that violate the rules or do not meet the requirements of search engines are reduced or limited in issuance. Here is a list of criteria by which a site is considered poor quality.
Link values have declined markedly, but they are still important. A link profile can be decisive when you are equal to your competitors in other ways. Here are a few modern ways to get links:
Crowd marketing. Posting messages about a brand, product or service in places of presence of the target audience. It can be thematic forums, otzovik sites, communities, etc. Veiled advertising, supplemented by a link, gives links to the site and increases the number of natural links.
Eternal links in articles. Not just a link to a site is bought, but the placement of a finished article. Thus you get a thematic environment and can track the quality of content placement. As donors, you need to choose only sites with a good reputation. An additional plus - clicks on links from articles, this will increase the number of traffic sources.
Outreach. Placing links based on agreements with bloggers, journalists and site administrators. You can place an article, banner or link in an existing article. The main thing is to find the sites of your industry, you can do this manually or using the ahrefs.com service.
The general trend of link building is avoiding buying links and mindlessly building link mass. Racing budgets are a thing of the past. Now, such a strategy only leads to the imposition of filters on the site through Best SEO Services in Dubai. Links are no longer an end in themselves, they are needed to attract users to the site and act as an additional signal about the popularity of the resource.
Indirect criteria that affect the ranking are commercial factors but trained with SEO Training in Lahore. In fact, they work on user behavior, but in a specific area - commercial. The purpose of these improvements is, firstly, not to be inferior to competitors, and secondly, to encourage the user to complete an order.
Commercial factors include the completeness of the information about a company, product or service:
Address, telephone, office, production addresses
The presence of the company in Yandex.Directory and Google My Business
Freephone numbers and online consultants
A wide range and descriptions of products, their images or videos with them
Examples of work and company reviews, certificates, licenses
Shipping, payment methods, and warranty information
Conversion is also influenced by competent prototyping and website design:
Customer Journey Map - a map of the consumer journey. It allows you to predict how the user reaches the stage of purchasing the goods.
UX / UI design - designing user interfaces in which usability is as important as appearance. UX-design is based on the experience that the user receives from interacting with your site. UI - what your interface looks like
See examples of good and bad design in online stores.
The Internet is constantly evolving and new technologies are approaching that may become trends in the near future. In order not to lag behind in the future, Best SEO Services in Dubai recommend that you pay attention to them now.
Voice Search. The number of voice requests is growing, which means the content will need to be optimized for them.
Mobile-First Indexing on Google and mobile issuance from Yandex. The Russian search engine for mobile devices forms its own search results with separate ranking rules. And Google first indexed the mobile version of the site.
AMP from Google and a turbo page in Yandex. This is a new format for displaying content, it is 10 times lighter and loads 15 times faster. Search engines create lite versions of your pages and show them to users.
The role of non-search traffic is also growing. The more different traffic sources, the better for SEO. We are talking about social networks, email newsletters, instant messengers, contextual advertising, etc.
Find out more about Best SEO Services in Dubai