Hello, dear reader!
So, in our previous article “Does your website need SEO?” we have discussed what is useful for owners of web sites and web projects in procedures called SEO.
In today’s publication we are reviewing what you should start the process of optimization of your web site from.
Well, let’s get started.
In order to understand and evaluate the dimensions of the optimization and promotion of your web site, first of all you must determine what you want to achieve. So-called semantic core for your site should be identified or a list of key phrases / words, which are expected to attract visitors to the site.
How to create such a list?
You should proceed from:
1. An activity of your company or what dedicated a web resource to
2. Degree of popularity of keyword queries
3. Degree of competitiveness of key phrases
And now we will review the above points in order.
It is quite natural that while selling entrance doors, you want to be in the top of Google search results for the keywords “entrance doors”, “sale of doors,” etc. If you are also installing them, it would be logical to search for “doors installation” or “services for the installation of entrance doors”. Moreover, it might be quite effective linking to a particular region. If an offer applies to New York, key phrases might be: “entrance doors New York” or “buy entrance doors in New York.”
As noticed above, there could be already a lot of variants for building search queries and keywords. How to choose the most suitable for your web site?
In fact, such queries as “front doors New York”, “entrance doors in New York”, “New York entrance doors”, “buy entrance doors in New York”, “entrance doors sale New York” are quite the same on the basis of logical considerations. And, yet, users of the World Wide Web often build them in such way. Obviously, if your web page is well optimized for a definite key phrase, that is frequently used by Internet users, you have a good chance for getting into the top 10 of search results, and thus a good web traffic to your site.
Here one simple thing should be immediately explained. In the case of promotion to the top of such request, which is very rarely used and thus has low competition, to achieve the goal will be difficult, but the number of visitors that came from search results for the specified query to this page of your site will seek to minimum, if not to zero. Those points are worth remembering during building up the semantic core, planning future promotional companies and enriching content of your pages!
How can we determine the popularity of keyword queries and find the phrases that are often entered into the Google search (or any other search engine) by users – your potential visitors, and then the customers?
One of the most appropriate solutions is using the service Google Adwords / keyword tool. Using this tool, you can determine how many times a month Google users search for information using a particular keyword phrase.
The service is simple and requires no specific skills.
In addition to using Adwords it is recommended to apply to the web sites of competitors.
If you thoroughly study a few web sites on your topic with high positions for those queries that seem obvious to you, then you can understand, with the help of which key phrases visitors come to your competitors today.
And finally – the degree of competitiveness of the keyword.
If the number of requests that shows Google Adwords is a few tens of thousands per month, then your request is obviously highly competitive. By similar requests in the top 10 of search results web sites of large companies will be found, which is not difficult to notice from their web resources. Usually for the promotion of web sites for such companies considerable resources are allocated, which ensure the desired result.
What should you do if the selected query is highly competitive, but promoting on the network is still needed?
There may be two answers: change the passphrase to less competitive or save more patience, opportunities and try to reach the goal of a highly competitive segment. In the first case, the change may be introduced by replacement of the phrase “entrance doors” to “entrance doors New York”. In the second case you can fight hard and for a long time for the significant traffic by a highly competitive phrase, but will never move it to the top, or else spend a lot of time and effort on it.
In other words, you are faced with having to determine what is best at the moment – less visitors, but the real ones or a lot of them, but only in future.
In addition to the above, it should be noted, however, that finally and additionally the list of keywords of your semantic core can be changed during the work on promoting your site. For this Google Analytics would be a good helper.
And more – not only the search engines can serve the sources of targeted traffic to your web site, but also social media, direct mail, etc. This may be relevant to you if, for example, chosen queries are competitive and you cannot see the strength and the opportunity to climb up the top 10 search results. Do not be upset – you can get your visitors in other ways.
So, at the beginning of the campaign to promote your Internet site you will define a semantic core, which will be the starting point.
What are the next steps – read in the following publications.