Promotion plan: How to start promoting your site?

According to numerous questions about how to plan the promotion of the site, what algorithm should be followed for the promotion of their resources in search engines, there was this article, which I hope will be useful for a number of newcomers to the SEO.

Promotion of an algorithm does not exist by itself, each optimizer follows his points, but because the newcomers do not come across before with similar problems, I suggest to get acquainted with my plan to promote your site, which I believe is used by many SEO companies. Some items are described only briefly and you should examine in greater detail certain parts if necessary. So, where do you start moving?

1. Defining goals

It is clear that when it comes to SEO, then most likely you want your website found in search engines. However, still ask myself why he should be there? What is your purpose of promotion? How will you check the results of promotion, if you have any effect, or the computer spent the intervening years beztselno?

The objectives of this case are:

- The mere existence of the site in search engines;
- High positions in search engines for some interesting queries on your vzgyad;
- Overtake rivals in the positions of some queries;
- Increase in attendance of a resource (traffic);
- Search for a target audience and are always interested customers;
- Increase the conversion rate and, accordingly, earnings from advertising or affiliate program;
- The desire to be fashionable:) (Yes, these too have);
- Other goals ...

Depending on your goal will be to form a plan of promotion and their methods of reporting and analysis of the promotion. Let us assume that we simply want our site in search of, and above the competition, if any.

2. Forming the core of their queries and grouping

Some call this step drawing sematnicheskogo nucleus. It is this: to find the group requests that best fit possible to your website. At this stage, you should completely understand their future audience, its interests, age, sex, put yourself in the user and to which requests would be most relevant to your site. If you are a business professional, you will be able to quickly issue a series of high frequency of search phrases for which you are looking for even offline.

For example, you site is dedicated to selling bouquets of flowers, then most likely the main query will look like, "Send flowers". Enjoying the statistics keyword for this search in Yandex (also there you can specify the search area) and visible (right column), which along with our request users are also looking for: bouquets, Moscow, order flowers, buy flowers, a bouquet of business, order bouquets and t . etc. Select the most important of these high-frequency queries.

When you decide to HF, proceed to the determination of the MF and LF requests, analyzing the left-hand column in the statistics of Yandex. You can also use the statistics Rambler for a more detailed analysis.

Group requests should be as belonging to a particular RF, for example, a phrase from one group:

- Flowers Delivery
- Delivery of bouquets of flowers
- Send flowers to New York
- To order flowers delivery
- Flowers Delivery buy a bunch
...

3. Analysis of competition in each of the requests

When you decide to request the kernel, then you should analyze the market and identify its main competitors, their methods of promotion, attitudes and trends. Typically, the analysis revealed many competitors and innovations have to adjust some of the previous point plan to promote your site.

Enter your first search in high-needs and see what sites are out of the first places, if contextual advertising for this request? A closer look at the analysis of competitors and other items of promotion is planned in the coming posts, but still do it intuitively for each of the queries of your kernel.

4. Site audit

After we met with our competitor, we need to know in detail the site and for the conduct of its audits. Audit of the site is quite extensive and requires time and attention, this step should be a person who already have some knowledge in SEO, as well as the experience of such tests. In an analysis of the site should reveal all its advantages and disadvantages, some internal audit of the site can be performed using xenu.

Also, at this stage should be reviewed as are currently in search of this site (index, there are no filters, who had previously relied on our web site, etc.).

Note that up to this point, we take no action with the site, despite the fact that there was a huge work. Has been done is a very important part pogotovitelnaya, without which no progress is possible. Do not always understand the customers that work, since nothing visually has changed, but only with the wealth of knowledge we can move on.

5. Internal optimization

The next step in our plan of site promotion is an internal optimization. This step prepares the site for the promotion, making it visible to search engines and make them fall in love with this resource, both in general and users coming to it. Internal optimization consists of several parts, we distinguish three main ones.

5.1. The choice of pages for each keyword group

For all requests to move a home is impossible and foolish, so you should choose the page (if not, then add) that you optimize for a particular keyword phrase in your query engine.

Usually home is optimized for high-demand (highly competitive), second-level pages (eg, categories) under the mid-range and the remaining pages of articles or products of the store with the description must be optimized for low-frequency queries. This is because in nearly all engines used for creating websites, the weight is redistributed so that most of it falls on the main page, and on a smaller sub-pages that are in the 2-3 (or more) clicks from the homepage.

5.2. Content optimization

Here you need to optimize the content on selected pages so that it is relevant to most words, under which these pages will unfold. In the optimization of content is included (main points):

1. Optimization of the titles of pages.
2. Editing the text itself.
3. Editing header text, alt attributes, images, etc.
4. Improved design and other characteristics of the landing page quality. Creating the conditions to motivate the visitor to action (buy a product, signing up for renewal, the preservation of links in tabs, etc.).
5.3. Optimization of internal linking, in accordance with the kernel requests

Naturally, the most important pages should have a maximum weight. Imagine that you have a number of shops selling bouquets, one located in the heart of the city, the other on its outskirts. The central store will be in great demand, so you will need to be there to deliver the goods more often than the second. Also, with pages for SEO optimization. Those pages that will give maximum impact, you need to pump the maximum weight.

This is called relinking. The better you originally perelinkuete pages of your site, the less it will have to pay attention in the future.

6. Adding a site to search engines and other search resources

Once you have optimized the site internally, you need to know about it to others. To do this, first of all, register it with search engines. Try to apply for registration in the DMOZ and Yandex.

You can do without the item, the search engines themselves tend to find interesting sites in the network, but you can hedge if you are in doubt as its site.

7. The outer optimization

The outer optimization is also an integral part of the promotion, as search engines currently operate with external references to determine the ranking and popularity of the site. If all the previous work you can do once, then the outer optimization must be carried out continuously in order to maintain the desired position in the search.

Depending on the approach to link building �� external links are placed on specific resources on a free or paid basis. These can be directories of sites (which is not recommended for young fragile resources), sites of similar themes and the region (recently actually), directories, articles and press releases, and many other sites. Methods link building hundreds, not limited to two or three, look for them on forums and blogs, as well as explore their own loophole where you can get a good reference even to the time consuming, for example, use promotion articles.

Think about where your can be the main audience and find these places in the network. It could be all sorts of forums, groups, social networks, and any other social resources. It is very useful to add information about your site on these resources to people and search engines know about you, and started to index.

In this case, you should not go too far, as is typical of many "optimizers", when they start spamming the forums their announcements and to invite everyone to visit the site VKontakte etc. Remember that one good link "to people" will give more credibility the site, 100 spamnyh. Refer also to the theory of a trust site.

If you have a Commercial site, then you should also consider the point of purchase options as the main point of modern external website optimization SEO various companies. More information about this will be the following positions, but for now only list the main stages of the outer optimization (including by means of commercial links), each of which takes time and effort.

7.1. Determining the budget for the links
7.2. Drawing text links
7.3. Links to external resources
7.4. Control options offered
7.5. Analysis of allocative efficiency
7.6. Adjustment Strategy
7.7. Report preparation
7.8. Optimization and adjustment of the reference budget

The purpose of this article was not to talk about how to promote the site. It is impossible to explain even a single book, because, firstly, the number of approaches to the optimization and site promotion is very large and, secondly, the Internet as a living organism - are constantly evolving and improving that what worked yesterday is not effective today, it is necessary always be, as they say in the jet, if engaged in SEO.

The purpose of this article was to tell the newcomers about the short term, which could be explored at an early stage. Do not forget about your goals, your website on relevant queries on the audit of the site and the sites of competitors. Before you conduct an external site optimization, to put it on the public by posting links to various resources, including commercial links, you must conduct an internal site optimization, to reduce the failure rate and most of the visitors, as well as search engine bots, you make love and unwittingly help to make you popular.

Hopefully, now you know where to start promoting your site!