Each website owner ultimately pursues one goal - to make his Internet resource visited and profitable. To achieve this, it is not enough just to prepare and develop a website. It is much more important to properly promote it on the Internet.
Worth taking into account: young sites are much more difficult to promote than those whose history is at least 1-2 years old. To speed up the process and avoid many mistakes, this work should be entrusted to professional optimizers. It is even better to entrust the solution of this issue to a group of specialists, where each employee is engaged in strictly his own direction.
Which sites can be considered young
Many webmasters often make the same mistake: they begin to actively promote an Internet resource immediately after its creation and placement on the Internet. Such actions most often lead to pessimization of the site by search engines and getting banned.
In order not to make a mistake, first of all, it is worth figuring out which sites fall under the definition of “young”. At the same time, different search engines have their own opinion on this:
- Google. The main search robot of the foreign Internet almost does not see the differencebetween young and old sites. In other words, when ranking, a lot of other features and characteristics are taken into account.
- "Yandex". This search engine has more stringent requirements. Sites aged 12-18 months are automatically considered young (regardless of the quality of the content and the amount of traffic to them). That is why it is very difficult for “fresh” sites to get into the top of the results even for low-frequency queries.
Difficulties in promoting a young site
In order to choose the right promotion strategy, you need to know what difficulties accompany the promotion of sites in search engines. In practice, there are quite a few of them.
- High competition (especially for commercial projects).
- Lack of trust from search engines.
- Slow page indexing (this point follows from the previous one).
- Low content (compared to sites that are several years old).
- Small link mass (the number of other sites linking to the promoted one).
Experienced optimizers say that every year the promotion of young sites will only become more difficult. Much of this depends on ever-increasing competition. So, a few years ago, Internet resources up to 4 months old were considered young sites. Now this figure has increased to 12-18 months. It is possible that this figure will continue to grow.
Comprehensive approach
To increase website traffic andwhile not falling under one of the Yandex filters, you should choose the most effective ways to promote a young site. The instruction includes several steps:
- Competitor analysis.
- Creating a semantic core (the basis of any optimization).
- Development and promotion of sites for low-frequency requests.
- Article promotion (most natural and safe).
- Internal optimization (improving the structure and usability of the site).
- Regional promotion (quite an effective tool when working with young sites).
- SEO-promotion of the site (work to increase the reputation of the site in search engines).
- SMM-promotion (via social networks).
An integrated approach implies the development of an Internet platform in all directions. Only such work will give a good result.
Competitor analysis
Quite often, webmasters ignore this point, as a result of which the promotion of a young site requires much more time and financial costs.
Competitor analysis involves long and painstaking analytical work with competitor sites. To do this, select several Internet sites from the top of the search results. Each such site must belong to the same category as the promoted project.
The task of a webmaster in self-promotion of the site is to identify what resources on this topic are “liked” by search engines and live users. At the same time, several characteristics are taken into account:
- keywords competitors rank for;
- page design;
- site age;
- amount of information;
- site structure.
When choosing competitors, you should also pay attention to the direction of the project (informational or commercial), since the features of promotion for these types are different.
When the data is collected, an even more difficult task appears: to make the promoted site better than the competition. So, knowing their shortcomings and advantages will make it possible to promote the project without serious mistakes - and this saves effort, time and money.
Creating a semantic core
If you need high-quality promotion of a new site, then you can’t do without collecting a semantic core (SN).
Semantic core - a list of all words and phrases that most accurately characterize the direction of the site and its content. Depending on the subject of the project, the semantic core may contain several hundred keywords (a narrowly focused site) or several hundred thousand (general topics).
The more complete and accurate the SA is collected, the higher the optimization effect will be. It is the keywords from the SL that will subsequently be used for article, contextual, search and other types of promotion.
There are several assembly methods, it is advisable to use each of them:
- Building a base. To do this, write out on a separate sheet all the words that relate to the subject of the site. For example, for an online upholstered furniture store, the list of keywords would include: sofa, armchair, sofa, ottoman, and more.
- Working with "Yandex Wordstat". This is a completely free query suggestion service that will be required when promoting a site in Yandex. After entering a particular word in the search box, the service displays a list of user requests with this particular word (corner sofas, sofa bed). All matching words from this column should be included in the list.
- Additions from the list of competitors' keys. This can significantly increase the chances of success.
Promotion with low-frequency queries
All words and phrases included in the semantic core are conventionally divided into 3 categories.
- High frequency requests (VC). Usually, these are general CSs consisting of 1-2 words (for example, sofa, armchair). Users enter these queries into the search engine most often, which is why they are called high-frequency. The competition in search engines for them is extremely high, so it is useless to promote a young site on them. In addition, the conversion of these keys is quite low, which means that by choosing this promotion method, the optimizer risks losing a lot of money.
- Mid-frequency requests (MF). These are phrases that consist of 2-3 words (for example, a kitchen corner sofa). These combinations are more specific and therefore more useful for optimization. At the same time, competition for them is still high.
- Low frequency requests (LF). NZ are already more specific phrases consisting of 4-5 words, for example:inexpensive hauling corner sofas. It is precisely these keys that you should bet on when developing and promoting sites.
Among the benefits of promotion with low-frequency queries are:
- quick result - the competition for these keywords is relatively small, and therefore it is easier for young sites to break into the top 30-50;
- low budget - proper use of NZ will achieve results with minimal financial costs.
Article promotion
Under the article promotion should be understood as the promotion of the site through the regular publication of articles. This technique is rightfully considered the most natural, and therefore the risk of being sanctioned by search engines is minimal. In this case, 2 goals are achieved at once:
- for live visitors - the appearance of new information on the site will definitely interest the user who has already been here, and he will certainly return to the site again (a permanent audience is being formed);
- for search robots - if the site is regularly updated and work is being done on it, this gives the robot more confidence in the Internet resource (this will definitely affect the search engine promotion of the site in Yandex and Google).
In other words, the constant publication of new articles on a young site has a positive effect on the formation of its reputation. However, in order for article promotion to be effective, some requirements for published texts must be observed:
- Uniqueness at least95-100%.
- High information content.
- No errors.
- Include keywords in texts.
- Keyword density no more than 1 word per 1-1, 5 thousand characters.
- The size of articles is 2-5 thousand characters.
- Good structure (subheadings, lists, paragraph division).
Search engine "Yandex" regularly updates ranking algorithms and tightens requirements for text content. Now texts written for people are especially valued. In other words, each article on the site should contain useful information, be interesting and easy to understand.
Internal optimization of young sites
Internal optimization is an extremely important stage in the development and promotion of sites. As a result of the work done, the site becomes more convenient and attractive for users and available for quick indexing by search engines.
The list of necessary procedures includes:
- linking pages (this allows you to properly distribute the weight of the pages and simplify the perception of information);
- nice design (actually the simpler the better);
- lack of a lot of animation and other heavy elements (pages should load as quickly as possible);
- installing an adaptive template (one that contributes to the correct reproduction of the site on different gadgets) - now search engines take into account this characteristic;
- Creating a sitemap (speeds up page indexing).
Regional website promotion insearch engines
Quite often, webmasters deliberately exclude geo-specific queries from the semantic core. In fact, this is a fairly convenient and effective technique for promoting sites on your own.
There are several reasons for this.
- Reducing the number of competitors. Promotion only in your region significantly reduces the number of direct competitors. For example, there are far fewer online furniture stores in Omsk than in Moscow or in Russia as a whole, which means it will be much easier to break into the top.
- Budget cuts. Properly built optimization will allow you to achieve inexpensive promotion of a young site.
- Increase conversion. There will be more target visitors with the regional promotion of young sites, which means that the payback of the site will be higher.
Search promotion
To increase the reputation of the site in the eyes of search engines, it is necessary to increase the link mass. This work is carried out in several stages:
- Registration of a new site in all major search engines (Google, Yandex, Rambler and others).
- Registration in directories. Now there is a heated debate between optimizers about whether directories make sense today. However, such optimization will not be superfluous. Moreover, this is an almost free promotion of a young site. The main thing is to choose only high-quality directories without garbage for registration.
- Buying links. Ideally, links to the promoted site shouldappear naturally. In other words, the owners of other Internet sites refer to interesting information posted on the site being promoted. However, this process can take years. To speed it up, webmasters buy links on special exchanges. In this case, you should give preference to eternal links posted in thematic articles - they look more natural, and the price of promoting a young site will require a one-time investment.
SMM promotion
This concept should be understood as the promotion of the site through social networks. Over the past couple of years, this method has become one of the most effective. With it, you can solve 2 problems:
- Increase targeted traffic. This item is especially important for commercial sites.
- Improve search engine rankings. The Google search engine takes into account traffic from social networks and takes into account likes and shares from Vkontakte, Twitter and others.
As part of this task, it is worth installing the buttons of the most popular social networks on the site so that each visitor can quickly and easily share interesting information on his page.
Professional or self promotion of a new website
Many webmasters are concerned about the question of whether to contact a professional SEO optimizer, because the cost of a specialist's services is quite high. There is no single answer here, since everything depends on the requirements of the webmaster himself:
- If the site owner has some SEO knowledge-promotion of the site or is willing to spend time and effort on this, then he may well cope on his own. At the same time, it should be remembered: it will take a lot of time to independently promote a new site, and the money saved on a professional may be spent on correcting your own mistakes. Whether it is worth wasting your time, nerves and strength, everyone will decide for himself.
- The list of advantages of professional promotion of a young site should include the experience of a specialist and the reduction of time for promotion (the SEO specialist already has a ready-made plan for promoting the main types of sites). In addition, the webmaster (or the owner of the company) will deal with organizational issues (will be in place).
Despite the prevailing opinion that it is extremely difficult to promote new sites to the top search engines and increase traffic to them, experienced SEOs show excellent results. A set of carefully thought-out measures in 2-3 months helps to increase traffic, reach the top 30-50 in NZ and accelerate the payback of the Internet resource.
