Post-Documentary Literacy in SEO Promotion of Websites

If you’ve realized that it’s impossible to grow your business without search engine optimization, then you definitely need to consult with an SEO specialist to implement it. However, when you give someone a similar task, they will first familiarize themselves with it, and then offer you the most optimal solutions to your question. To understand how valid their proposals are and which of them may need to be rejected, it is necessary to evaluate the subsequent website promotion processes.

It doesn’t matter where you live and develop your web resource. It doesn’t matter which search engine system you use, the stages of promotion will be the same. Some details may differ, but in general, the process is quite similar. We’ll talk about it!

1. Resource Analysis, Its Direction, and Familiarity with Competitor Websites

This promotion stage is suitable for websites offering various services and selling their products, for internet stores, news sites, classifieds, forums, corporate web resources, as well as for contact information sites (but not landing pages).

Once an SEO specialist becomes available through webmaster panels and analytics data for the website, they can start the analysis. Under their observation will fall the services that the site provides and the products being sold on it. They study everything, provide conclusions based on which they might suggest what exactly needs to be done with this site.

That is, at the beginning of the work, it’s essential to understand how exactly the promotion will take place in this specific case. The actions of the specialist include the following:

1. Analyze the visible picture of the resource. Attention is paid not only to high-frequency requests but also to those with low and average frequency.
2. Monitor competitors occupying leading positions in the market. This is done in order to understand what it takes to gain visibility among them and add to yourself.
3. Analyze the structure of sites from top in the niche, and also link profiles of these web resources.
4. Highlight those requests for which it is necessary to formulate and optimize landing pages.
5. Utilize analytical systems, and also conduct simple analysis based on the given search output data.

Thanks to all these actions, the SEO specialist generates outputs for themselves on whether the site requires larger transformations.

If the specialist understands that substantial changes are needed, they inform the site’s owner about this and can also pose interesting questions to specialists from other fields. In addition, following global analysis, one can understand what amount of money is necessary to promote the site in a particular case (for links, copywriting, and many other things).

In situations where large-scale changes are required, they should be conducted at the very first opportunity.

2. Creating a Fundamental Query Core for Search

This promotion step is suitable for stores selling various products, web sites where ads are placed, news, business cards, forums, and corporate web resources.

You can move to this stage when the specialist already has the results of observations for the client’s site and its competitors, and also a plan for further action for development. Utilizing services like Semrush, Ahrefs, Serpstat, the SEO specialist collects queries and conducts their clustering.

This will be necessary for further actions:

• Creating a structure for the resource.
• Writing Titles, Descriptions, H1, H2.
• Composing text on the main landing pages.
• Ensuring proper syntax.
• Carrying out external optimization.
• Working on the visibility of the resource.

Depending on the size of the site, the semantic core may differ. For example, if it’s a site-business card, the number of search requests can make a few hundred, while if it’s a large internet store – it can reach several thousand.

To create a semantic core, it’s necessary to spend a fair amount of time. If the site is larger, the work may take even a couple of months. Therefore, the semantic core is done by categories, and the work with it is done gradually. Thanks to this, the site promotion doesn’t stay in place, and all processes go parallelly.

3. Creating a Broad Site Structure

This stage concerns practically the same sites – forums, internet stores, resources with news and advertising, corporate pages, gift sites.

Any search engine regularly improves its algorithms, so the user receives the most relevant sites in their search query. For example, if in the search line you write “refrigerator with two doors,” then the leading positions in the search output will be occupied by those sites considered the most relevant to the particular request.

To rank at the top, it’s very important to create a broad structure. Any division of tasks for search must have a landing page – they need to be created and optimized. It’s also necessary to remember that for those tasks that have a very low frequency, the necessary products must be selected in each specific case. This way, such requests will eliminate the percentage of static weight of the pages and hence will facilitate their promotion.

For those requests that have average and low frequencies, filter pages are created, while for requests with high frequency, category pages are created.

Where can you get inspired to create new landing pages? Here are a few options:

• Analyze the output.
• Study competitors’ sites.
• Conduct an internal resource search.

Study the assortment of products or services that are presented on the site.

The number of landing pages in the site structure will depend on the number of cities in which a specific internet store has entrance points, branches, warehouses with advertisements, and points of sale.

Creating a broad site structure takes quite a bit of time. In many projects, from the beginning of work on the site to the formation of new filter pages for specific divisions, several years may pass. But to actively promote a web resource, it’s necessary as quickly as possible to fill it with an increasing number of landing pages.

4. Defining Tasks for Internal Optimization

This stage is essential for classified listing sites, news sites, business cards, internet stores, web resources providing services, forums, and corporate pages.

The SEO specialist conducts the elimination of mistakes that occur in the process of site optimization, engaging specific pages chosen for divisions of requests. With this goal, they create what is called an SEO audit of the site, and according to its results, they set tasks for improving site metrics.

We recommend defining the sequence of actions that should be adhered to. You need to perform the following:

• Configure creation of Title, Description, and H1 in an automated way. For this, templates of categories, products, pages made for geo-requests are used, as well as filters and their intersections.
• Create human-readable page addresses.
• Conduct optimization of filters: shape instructions for forming URL addresses for connecting filters and the filters themselves.
• Improve the speed of receiving responses from the server.
• Eliminate duplicate pages. For this, canonical can be applied.
• Create an XML markup of the resource.
• Ensure the presence of several languages on the site.
• Ensure grammatically and useful data for product cards.

5. Coordinating Link Relationships of Pages with Hyperlinks

This step is mandatory for resources with advertisements, service sites, and product sales, news portals, corporate web resources, forums, marketplaces.

Unsuccessful site projection is often a consequence of the lack of static weight of promoted pages. What does this mean? Simply put, to create targeted pages is not enough. It’s also very important to correctly position hyperlinks so that both users and search engines can effortlessly navigate between the pages. If this is not done, the pages will not be indexed by search engines. This can result in filter sections being disqualified from optimization. A visitor navigates this page, but the robots at the time do not notice this page.

The optimizer carries out linking of sections, using previously created scripts. There they load the requests they collected and broke into groups, as well as relocate the static mass of web pages, having little relevance to a section with more significant indicators.

6. Increasing the Effectiveness of the Content Site

This approach is suitable for web resources that provide services, sell products, manage news and advertisements, have contact information, corporate resources.

A person engaged in site promotion at this stage should select unique keywords, as well as meta tags and H1. This can be done after analyzing sample search requests for the required pages. Further, for each page of the site, texts are created. They should be unique, contain important keywords, and meet all requirements.

7. Enhancing the State of the Crawling Budget

This stage is essential for websites with advertisements, internet stores, and corporate web resources with various services where filters can be applied for search results.

What is the crawling budget? It refers to the number of pages that a search engine can crawl on a website during a single visit. Site owners typically allow a certain amount of crawled pages. They, having gotten familiar with the information existing on the internet, form a huge number of pages with criteria that do not include those results (meaning they do not have requests or the least amount).

As a result, the duty to indexing will only include a few filtered pages, after which it drops off the site. This depends on how accurately you perform all the other tasks, and the pages will all not end up in the index due to the aforementioned problems. Moreover, the statistic weight of sections will significantly decrease.

In view of the above, the crawling budget should be taken care of only by a knowledgeable person in this field. They will be able to correctly exclude from indexing pages labeled as “garbage”, which were formed to enhance user comfort, while also leaving only essential filters.

8. Maximizing the Usability of the Web Resource

This useful stage will apply to web resources with news, announcements, trading platforms, and sites offering specific services, visit cards, forums, and corporate resources.

The approach to search systems takes into account how a human spends time on the site. SEO specialists should do the following:

• Make the site user-friendly.
• Minimize the number of refusals.
• Do everything to keep a visitor on the page as long as possible.

Forming a mobile version of the site plays an important role at this stage. This way, it will present itself in a mobile output, and the number of visits from smartphones will increase. Also, it is essential to manage the display of general data about the organization.

9. External Improvement of the Website

This step will be relevant for any sites with competitive themes.

If the site is not engaged in a very popular activity, increasing the external link mass may not necessarily be required. However, conducting external optimization is worth it, as the quantity of authoritative resources that link to you will depend on your indicators.

10. Enhancing the Speed of Converting Visitors into Constant Clients

This approach is suitable for business card sites, internet shops, web resources with news, services, and goods for corporate pages and sections with advertisements.

This stage of website promotion includes in itself a multitude of different tasks. The specialist needs to specifically focus on aspects like design, how to correctly select content for the site, and also in marketing and utilizing the site.

Main tasks of the specialist:

• Correcting forms for the perfection of requests.
• Entering the contact details of the organization and methods to reach the manager.
• Working with the site’s color palette.
• Getting acquainted with reviews and forming responses to them.
• Working with mailings.

All these and other tasks are essential for the execution of increasing the popularity of the web resource and the number of clients.

11. Subsequent Work with Pages

This useful stage will be available for all previously mentioned resources – those containing advertisements, news, for forums, marketplaces, services, and shops offering any kind of product.

Taking into account the distribution of pages depending on requests and monitoring traffic, the specialist should regularly engage in site improvements. And notably – tighten the structure to the ideal state, correct the textual material, meta tags, and conduct linking within the site. This process is regular and constant.

Search engines often conduct updates on their algorithms, and so SEO specialists must review strategies, modify them, and make the site as user-friendly as possible.

Conclusions

Summing up everything mentioned above. When working on promoting a site, a competent SEO specialist must complete the main stages:

1. Carefully study the client’s site and its competitors, and also draft an action plan.
2. Collect and categorize a semantic kernel and then create a primary query kernel for search.
3. Structure a comprehensive website.
4. Organize an audit, establishing a task for improving the site’s performance metrics.
5. Carry out linking within the site, ensuring sufficient internal weight for those pages representing particular importance for the promotion.
6. Improve the site’s content.
7. Enhance the crawling budget state.
8. Maximize the site’s usability process.
9. Enhance external link performance.
10. Increase the rate of conversion of visitors into regular clients.
11. Regularly conduct website optimization, continually enhancing the site’s usability.

All outlined optimization stages are relevant only for larger sites with a multitude of pages.