Search Engine Optimization: How to Make Your Site More Effective

Information on how to ensure site promotion so that it occupies leading positions in search results will be useful for many active Internet users. If you are one of them, this article will provide answers to questions like – what is OnPage optimization and also OffPage promotion. You will also understand the components of search engine promotion and what generally influences the promotion of web pages.

Search promotion can be divided into three components:

• OnPage – what happens on the site itself.
• OffPage – what happens outside of the site.
• Host/Domain factors.
• Behavioral factors.

Now let’s take a closer look at each of them.

What is OnPage optimization

Before starting the site’s promotion, it’s necessary to ensure there are no errors on the site, and the code is in perfect condition. Such diagnostics are conducted through an audit performed by an SEO specialist. They should recommend to the site owner what needs to be done. Furthermore, their task is to find existing errors, eliminate them, and observe the results.

Let’s list other optimization methods:

• Integrating keywords. To make the site occupy leading positions in search results, you need to incorporate key phrases into it.
• Conduct clustering. Search engines suggest specific pages to users thanks to keywords, and usually, they contain several.
• Ensure the correct site structure. It’s crucial to achieve an ideal site structure that will be convenient for both the user and the search system. You can achieve a good structure through clustering or logically.
• Distinguish landing pages. You need to understand what landing pages should look like and where they will be located. These pages must necessarily contain keys. This goal is inseparable from the formation of the site’s structure, so they should be addressed together.
• Add thoughtful headlines and literate text. Landing pages should contain quality material, and you also need to upload images, videos, diagrams, and any other media. Users spend much more time on such sites.
• Make internal linking within the site. Once the pages acquire their final form, you must conduct internal linking within the site. This is done so that while familiarizing themselves with information, users can go to other pages.

If everything is done competently, a person will stay on your site for a long time. And if the site is engaged in sales, they will definitely purchase something.

All about OffPage

The web resource will be visited much more often if links to it are placed on authoritative sites. Attention should also be paid to social networks, as they are constantly visited by a huge number of users. Links placed on quality sites and in social networks provide excellent traffic. When users click on these links, it is immediately recorded by Google Analytics, and your resource becomes increasingly popular.

An important role is played by how accessible your product or service is to consumers, which can be named commercial factors. This includes a lot of data – whether your site has an accessible and free phone number, whether you have offline sales and delivery points if there is a map for reaching them, and whether you offer free delivery. These factors need to be constantly developed to gain increasing popularity.

Information about behavioral factors

Recently, behavioral factors have become increasingly popular, so it makes sense to talk about them in detail. First, they relate to both OnPage and OffPage. Secondly, they have many features:

• CTR. The more times a link to your site is clicked on, the greater the interest search engines perceive for it on the part of users. Therefore, they immediately raise your web resource higher in the results.
• Duration of stay on the page. You need to keep visitors on your site for as long as possible. In such a case, the search engine understands that the page is of high quality and raises it in the search results. You can retain people on the page through competent content, media materials, and a large product assortment.
• Number of views. Organic results grow with the increase in the number of views. To attract users and retain them on your site, care about a convenient structure, the presence of internal linking, a wide range, and reliable information.
• Number of refusals. Users usually leave those sites that provide them with inaccurate information. If, for example, it is written that the product is available, but in reality, it is not, the person will immediately leave such a page and continue searching. This will all be recorded as refusals. To avoid this, monitor assortments, the relevance of prices, and the possibility to immediately order the product.

Host/Domain factors – what is it

If a site is hosted on an IP address where low-quality sites are located, search engines may conclude that it is also low-quality.

It is also necessary to provide the site with a local domain zone (within a country or city). But if your activity spreads across multiple geolocations, it is preferable to opt for a .com domain – it is international, thus easy in use and promotion.

The duration of the domain’s existence plays an important role. If, for example, you want to make your site popular quickly, you might purchase an already existing domain. But if you plan to create your own brand, actively develop it and overtake your competitors, it is better to register a new domain.

The factor that often prompts people to leave the site is its slow loading speed. Thus, this should be worked on. If the server and users are separated by continents and oceans, the site will load more slowly. To bypass this, use CDN.

Lastly, it is worth mentioning .htaccess and robots.txt. They play a significant role in managing indexing. They determine where a search robot can go.