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SEO Site Promotion Plan

What are the steps to start website promotion?

How to promote a site and enter the TOP 10 - search engines?

Consider what kind of SEO site optimization work is performed in the first months of promotion. It will be useful for potential clients to understand the process and for those who are promoting themselves.

Each site requires an individual approach. Sometimes clients have very run-down sites, but sometimes vice versa - the site is almost in perfect condition and you can only do the main job of search engine promotion.

        What stages does CEO website optimization consist of?

Any website promotion plan consists of 3 stages:
1.internal optimization;
2. external optimization;
3. Maintaining results.

            Internal website optimization
Internal optimization means preparing a site for promotion. At this stage, the work plan consists of the following points:
  1. Compilation of the semantic core. Search for keywords by which the web resource will be promoted.
  2. Website structure development. For a new site it is created from scratch, for an old one it is reworked. In any case, the structure should cover the entire semantic core, and also be simple and understandable for each user.
  3. Distribution of keywords across pages. It is necessary to determine which queries will promote the main, categories, product cards, articles. If there are no pages, you need to add an item on their creation to the plan.
  4. Selecting a group of requests for each page. The result of the promotion will be tracked on them.
  5. Checking the current site positions by the collected semantics. This item is performed for sites with history, for newly created ones - skip.
  6. Technical audit. It is performed in order to find all technical mistakes and mistakes on the site. They seem like a trifle, but in the future they can greatly reduce the effectiveness of promoting an Internet resource.
  7. Correction of technical errors. All found defects are eliminated by programmers. Freelance specialists are often hired for this.
  8. Create a robots.txt file. This file is very important for search engines as it tells them which pages can be indexed and which cannot.
  9. Adding a site to Yandex.Webmaster and Google Webmaster. This item is executed simultaneously with the previous one.
  10. Drawing up technical specifications for copywriters. To write texts on the site, technical specifications are prepared, in which the Title, the h1 heading, the necessary keywords and other technical requirements are prescribed. The Meta Description tag is usually filled in by a copywriter.
  11. Checking the text for completeness, the quality of the topic and its compliance with the SEO parameters of the TOR. Making the necessary edits.
  12. Editing and proofreading of the material.
  13. Publication. At this stage, the text from the Word or Google Docs document is transferred into the html code, the search for suitable images is carried out and they are written - signatures, alt-s, title. In general, the standard recommendations of search engines are followed.
  14. Relinking. Clusters related to the topic are linked together to increase the weight of individual pages, user convenience and improve behavioral factors.
  15. Position monitoring. With the help of services, the current positions of the promoted site are tracked. If necessary, a plan is drawn up for additional work in order to raise the resource closer to the first lines of the top.
  16. Tracking notifications from search engines. Yandex.Webmaster and Google Webmaster sometimes receive notifications that need to be promptly responded to, correcting errors found by robots and implementing new solutions.
  17. Usability audit. Performed to analyze behavioral factors, conversion of an Internet resource. Based on the information received, decisions are made on the improvement of certain points.
  18. Implementation of internal commercial factors. Online stores and other web resources engaged in commerce must meet certain standards, which show search engines that they can indeed provide users with goods and services of appropriate quality. Without this, it will not be possible to get high positions on commercial requests .
The main factors that search engines take into account:
  • Is there a phone number (8800 or direct with a city code), email, office or store address on each page of the site;
  • Is the Contact page complete? Does it contain as much contact information with the directions as possible;
  • Are there "Buy" or "Order" buttons in the product cards, and is it possible to put the required item in the cart and go to it in 1 click.
  • Is the news section on the site updated;
  • Are there pages with information about payment, delivery, return of goods and how well they are filled;
  • Is there a section with customer reviews or cases;
  • Are the company's social media groups created and how active they are?
  • Is the assortment of the store comparable to the leaders? If competitors in a category with a product have 100 names, and you only have 10, then there will definitely not be high positions in MF-HF queries related to these products.
                                    External website optimization
Offsite optimization is working on a link profile. Despite the fact that Yandex has reduced the influence of links on positions in search, they are still a significant factor in ranking algorithms. And in the Google search engine, it is almost impossible to advance without them to the TOP for competitive queries.
External optimization plan:
  1. Drawing up an anchor list. In the future, it will be used when publishing content on third-party sites.
  2. Buying links. In this case, the age of the site is taken into account and its current link mass is analyzed. When promoting a new resource, they act more carefully: they provide only natural links, and in small quantities. For sites with a history, the purchase of links is faster, plus the use of commercial anchors is allowed. About 20-30% of the total link profile.
  3. Crowd marketing. Careful placement of useful recommendations on thematic forums, response sites, reviews with links to your resource. Even if they are closed in nofollow and dofollow, it will still help dilute the link mass.
  4. Working with social networks (mentioning the site in social networks, "likes", "share", etc.). Quality sites usually have social media mentions and this is one of the factors that search engines determine this.
  An example of SEO website promotion by month
Work plan for the first month:
  1. Data collection for work (access to FTP, database, admin panel, Yandex.Webmaster, Yandex.Metrica, etc.). If something is not there, then you need to connect and configure it, since you cannot go far without analytics tools.
  2. Compilation of semantics.
  3. Distribution of keywords across pages.
  4. Analysis of competitors in the TOP-10.
  5. Selecting the control group of requests. Site positions will be tracked by them.
  6. Carrying out a technical audit and correcting found deficiencies.

    Drawing up technical specifications and writing content.
  7. Content publishing and optimization.
  8. Internal linking.
  9. Implementation of basic commercial factors for online stores and service sites.
  10. Purchase of the first links.
Work plan for the second month:
  1. Comprehensive optimization of a web resource. The site is being brought up to an ideal state in terms of SEO.
  2. Writing and posting new content for information requests.
  3. Purchase of new links on thematic sites, portals, forums.
  4. Work in social networks. Building and maintaining company communities.
In the third month, the same work is performed as in the second. But several additional points are added:
  1. Internal optimization adjustments. The pages are refined, the linking is changed, the Title, Description are edited, the text is edited to increase the clickability of the snippet.
  2. Estimation and correction of the link mass. Positions are monitored and a decision is made on which pages to continue buying links, and which pages are already enough.
  3. Analysis of competitors. Commercial factors and tricks are looked for that are successfully used by competitors, after which they are applied to the promoted site.
  4. Expansion of semantics. Selection of new queries for current clusters according to the data of the analytics services Yandex Metrica and Liveinternet. Search for related queries in online services for competitor analysis and through keyword databases.
  5. Link rental (only suitable for sites with a large number of natural links).
From the fourth month onwards, the achieved results are maintained. To do this, monthly:
  • an audit is being conducted;
  • positions in search results are tracked;
  • if necessary, the texts are finalized;
  • the quality of the link mass is checked, work is carried out to improve it;
  • expanding semantics;
  • new requests are added (embedded in the current content or promoted on separately created pages)
1. We correct technical errors made during the development of the site (they always exist) so that the search robot will correctly save and regularly update a copy of the site in its database.
2. We carry out SEO optimization so that we have a separate page or section for each user need.
3. We set up web analytics to understand what people are doing on the site and whether they are performing actions that are interesting to the business.
4. If required, add new pages.
5. We increase the authority of the site so that among hundreds of companies offering the same services, our pages are higher.
6. We make monthly adjustments until we reach the TOP-10.
7. Good positions do not last forever, so we monitor competitors, adjust the strategy, develop the site.
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