Search Engine Optimization for Websites

Contents:
Search Engine Optimization
Optimization is
Internal Site Optimization
Internal Optimization Happens
What Else is Important for Internal Optimization?
External Site Optimization

Search engine optimization for websites is a series of actions that help any website achieve better positions in search engine results (Google, Yandex, Bing, and Baidu). The higher the website’s position, the more Internet users will visit the site through the search engine. And, of course, the more users visit the site, the higher the chances an online store, blog, or news site will develop and generate income. Therefore, regardless of the website’s theme, meticulous search engine optimization is required to attract more attention. What “search engine optimization” is and what it consists of, we explain below.

Optimization is

Search engine optimization is divided into two main blocks:

• internal optimization;
• external optimization.

These blocks are equally important for the effective development and positioning of websites in search engines. If there are shortcomings in any of these parts, this will eventually affect the website’s position in search results. And if the positions deteriorate, then business metrics will worsen. Website optimization is a comprehensive task that ideally begins with devising a holistic site structure and a potential promotion strategy (channels, advertising materials, collaborations with opinion leaders).

Internal Site Optimization

Internal optimization involves directly working with the site itself, specifically its code, hosting, admin panel, navigation development, and thoughtful content for each page.

Internal Optimization Happens:

• Technical: This involves improving the website’s technical parameters. Stability, proper code, accessibility for search bots, loading speed, lack of technical issues, absence of broken links leading to the site;
• Form: Structured and unique texts on each page, presence of keywords, informational value for the target audience;
• User comfort: Improving behavioral factors, optimal site architecture for better navigation, mobile device adaptation, clear and optimized site navigation.

What Else is Important for Internal Optimization?

• Developing a pyramid structure for the website: Search engines prefer sites with a clear structure of all pages where the content of each page is well-organized. The clearer the structure, the higher the chances search bots will correctly classify the information in their database.
• Using varied text formatting (headings, special highlights, paragraph division, etc.) inside pages;
• Quick access to all website pages. Among SEO specialists, there’s a rule that any site page should be accessible within 3 clicks. Besides logical navigation menu, pages should have internal links that significantly ease internal site navigation, thus improving the site’s SEO performance in the long run;
• Having a blog. A blog for a website is a vital resource that attracts new potential visitors. While the benefit of a blog might not be apparent immediately, over time it helps secure strong positions in strategic keywords.
• Snippet optimization, or, the description of the website’s external appearance when it appears in search results. Attention should be paid to headings, page description, and enabling microdata (microdata, rich snippets);

Proper internal SEO optimization ensures a significant part of the successful optimization. Once internal work is done, it’s time to move on to external site promotion through backlinks and content publication on social networks.

External Site Optimization

External optimization is about working on the external positioning of the website from the perspective of search engines and regular Internet users. Other websites also impact the website’s reputation because if they link to your website, its popularity will grow over time.

What is Needed for External Optimization:

• Enhancing the website’s link mass: links to the site from third-party sites (donor sites);
• Placement of PR materials on thematic sites, blogs, and news websites through guest posting;
• Working on presence in social networks: placing PR materials with links to the site, increasing brand recognition, improving the quality of reviews and publications.

However, it should be noted that even the best external promotion strategy will not ensure high search results positions. It’s only part of the comprehensive site promotion. Even if your site has many quality links and backlinks from very authoritative donor sites, that alone is not enough. External optimization should be conducted alongside internal optimization. This way, you can definitely surpass all competitors and secure a place on the first page of Google search results.