Work on website promotion is not easy and requires some time. When a user creates his resource, the first thing he does is work with competitors. This is an important step that some people forget about or simply consider it useless, but in fact, it can give you a huge amount of information.
Competitor analysis
So, why is it worth starting with a comparative analysis of sites. Examples of competitors can give you a complete picture of the market and demand. When you first start your business, you need to set someone as an example.
Of course, it is best to focus on big leaders, but sometimes it is not possible to reach them, so you have to choose among less famous competitors.
One way or another, you will need to analyze the site. Examples of how other resources solved issues with structuring, cataloging, advertising, etc., will help in your case not to make major mistakes.
Algorithms
After you find all your realcompetitors that you can theoretically beat, you will need to analyze the site. There can be many examples of this algorithm, but there is a universal step-by-step instruction that will be applicable to a resource of any subject.
Also be prepared for the fact that most likely you will not be able to complete an audit in just a couple of hours. Some processes may take several days to collect more accurate information. You will need to analyze:
- web resource structure;
- usability;
- content;
- meta tags;
- HTML code;
- work of the service as a whole.
This is an almost universal algorithm that will suit any site theme. Some of the criteria will have to be done manually, some will be analyzed using auxiliary tools.
Web site structure
So, in the examples of site analysis, its structure comes first. This is not because this parameter is more important than the others, it is due to the fact that the design of the resource is what the visitor pays the first attention to. That is why they start with this parameter.
Structure is easiest to analyze manually. You choose a site, go to it and see all the elements. What should you pay attention to? On the main page and its content, for the presence of a convenient and understandable menu, the completeness of coverage and the logic of the presentation of the material, you can skim through the links.
Usability
This is one of the important parameters when promoting a site. He needspay special attention, since the convenience of visitors depends on it. What should you pay attention to? Design, text content, clear interface and harmonious arrangement of elements.
Usability analysis is also done manually, as it is subjective. It is also worth understanding that all the tricks that you will use on your site may work on a competing resource, but not work for you. That is why it is worth taking a more objective approach to usability as much as possible, and after implementing the changes, track the statistics of the site.
Content
In site analysis examples, content analysis is always mentioned. This is another key audit parameter. It should be worked on both manually and with the help of tools.
Many users believe that the content on the site is not the most important component in promotion. But if a professional worked on the texts, then you will immediately notice their benefits and impact on sales.
First, look at a competitor's resource and look for content on it. If you notice that there are very few texts or they are written ugly, then mark for yourself what you need to work on. Pay attention to the keywords your competitor is using, as well as the relevance of the content. It is extremely important that the articles are related to the subject of the site.
For example, you are selling cars. On such sites, it is recommended to create a separate page with news and articles. In the first section, you could publish auto news, and in the second - advice on repairing, choosing, cleaning or caring formachine.
How to analyze website content? The PR-CY resource can serve as an example for you. This is a popular service that has certain tools for site audit. It helps to check positions, traffic, content, uniqueness, optimization, etc. Some of these tools may not work when analyzing a particular site, since resource owners can close such data.
Semantic core
This is a separate parameter that is often included in content analysis, but it needs to be discussed separately, since it has a rather large scope of work.
CH (or semantic core) is a set of keywords that promote the site. A copywriter or junior optimizer is working on it. A lot depends on the number of pages and SEO requirements. Many recommend collecting at least 100 words, so that after that it would be possible to distribute them by frequency, and then use them in certain texts.
How do you make up the SA? Usually, certain resources are used for this, as well as their own ingenuity. For example, your site sells children's toys. Your main keywords will be "children's toys". You should go further from them, collecting less frequent phrases (“doll with pink hair” or “red baby dump truck”), it all depends on what you are selling.
When collecting SA use:
- Wordstat from Yandex;
- "Google Ads";
- search suggestions;
- help competitors;
- your fantasy.
If the semantic core is assembled with high quality, it is highly likely that a copywriter will be able to write good texts that will promote your site to the top.
Meta tags
These are important HTML tags that help the programmer structure the site's metadata correctly. They are used in the header so that the search engine can cope with the search for the necessary data on requests.
This is an important point that should also be analyzed. It's best if you do it yourself. How to do a site analysis? You can take any example, here the theme of the resource will not play a role. We choose the online store of Allo equipment.
Meta tag is Title and Description. "Title" is the title of the HTML page. It is visible to site visitors in the tab itself, as well as in search results. This tag plays a key role in the relevance of sites, so when analyzing it, note for yourself how well it is selected by your competitors, whether it looks good, whether it is noticeable, etc.
Usually, the main keyword is entered in the Title, followed by the secondary one, then the brand or the name of the site itself is indicated. In the case of the Allo hardware store, we see that the brand name is in the first place. This is due to the fact that the site is very popular in Ukraine, so it does not need to enter its topic at the beginning of the "Title".
Description is a tag that briefly describes a page with text. Thanks to him, it will be possible to work on the snippet. Usually the user does not see the description, but often it is also used in the search engine.issue under the heading. Therefore, many believe that they are one and the same.
You can use auxiliary resources to analyze meta tags, but they do not always cope, so it is much easier to manually check your competitors.
HTML code
To analyze this component, you will have to use the appropriate resources. Why do you need to check the code? Properly written code has a lot to do with internal optimization. If there are troubles with her, then, in general, the promotion may not end in the best way. To avoid this, it is better to run a check for errors in the HTML code.
You can do it if you have certain rights, since you do not have access to the HTML code, you can only check the code of your own site. This way you will be able to deal with validity, and there is a belief among the people that if everything is in order with it, then the optimization will be successful.
Service operation
In the site analysis report examples, there is also an item with a general resource check. In this case, we are often talking about checking the correct operation of redirects and server responses. Of course, you can accidentally stumble upon similar errors on a competitor's site or your own, but it's best to use special resources.
For example, on the same PR-CY service, you can analyze a competitor's website, thanks to which it will be possible to determine the main parameters of its work. Sitechecker will also help you with this. On the site, you need to specify the URL under investigation, after which it will be enough to wait for the verification.
Resource defines critical errors and warnings. Also, thanks to him, you can find out the correct distribution of links and their work. Most of these resources are shareware. They make it possible to check a certain amount of information, and a full analysis is launched only after a subscription.
Examples
Working on the analysis of sites of different organizations is the easiest, because they do not require such careful optimization as online stores with huge competition.
An example of analysis of the site of the hotel "Ukraine". First, let's look at the structure of the site. Here you can immediately see the address and phone number where you can book rooms. At the bottom there is a registration form, which is also suitable for booking. At the top there is an extensive menu that prompts the user to find out information about the hotel, rooms, promotions, etc.
The main page also has guest reviews and a map. Here you can also see special offers and several images of rooms. If you “travel” around the site, you will notice that both text and images load quickly. The content is well-written, but there are not a lot of keywords here, since the hotel is a kind of brand, so it doesn’t really need optimization or advertising.
An example of analysis of the site of the Vernadsky Library. Here you already need to pay attention to other aspects, since the subject matter of the sites is slightly different. National Library of Ukraine named after V. I. Vernadsky constructivelyhas a clear website, but the main page has too much information. If this is your first time on a web page, you might just get lost. There is a navigation menu at the top, and that would have been enough. But the developers of the resource decided to add a large number of sections to the left and right, which are inconvenient to navigate.
In general, the site works quickly, offers everything the readers need, and below is all the contact information about the library.
It will not be easy to find an example of analyzing a kindergarten website, since in general such educational institutions rarely get a special resource for themselves. Usually they have only one page on a specialized site with contact information.
You can find sites for kindergartens in large cities. And often these are private educational institutions that work according to a special program. If you want to analyze such a site, decide for yourself what you as a parent would like to see on it. Most likely, these are contact information, prices, certificates and reviews.
