A site that is not optimised and does not perform its direct functions does not have a chance to become an effective tool for business. However, it happens in another way - the site has a beautiful design, all the technical details are worked out, the site is filled with content, but the resource does not move from the distant positions of the search engine.
What then to do? As a rule, the main mistake is insufficient attention to the initial SEO site design. In this article, we decided to figure out what needs to be thought out at the very initial stage of creating the site so that it immediately has good potential for promotion.
Getting Started with Paramount Information
To get started, you need to collect initial data, formulate the goals and objectives of the future site. When working with your own project, you need to decide in advance on:
• a niche and specifics of activity;
• the goals and objectives of the web resource;
• a typical “portrait” of the target visitor;
• sources of traffic;
• methods of subsequent promotion;
• suggested methods of monetisation;
• the general desired results (how approximately the site should look).
Build the Foundation of SEO Design
Now you need to assemble the semantic core. In simple words, this is a list of queries (keywords and phrases) that will further promote the site. In essence, the semantic core is an analysis of the live demand for your topic on the Internet. Based on the semantic core, the site structure is compiled, and content is also optimised.
In order to find the most relevant phrases, you can use the functionality of programs from Google, analyse competitors, and also conduct a brainstorming session with marketers.
Create a Semantic Core Relevance Map
To conveniently design a website for SEO, and then fill it with unique text and fill in page meta tags, you should create a site relevance map. When creating it, several principles should be observed:
• Distribute from 3 to 5 requests per page;
• Use the main high-frequency queries for the main page of the site;
• Use mid-frequency and low-frequency queries for internal pages and sections of the site.
So, you need to return to the semantic core and group the requests into different pages of the site, starting from the main page of the site. For each group of requests, that is, a page or section, you need to create meta tags for the title, page description, and each subheading of the text.
Think About Structure and Navigation
If SEO designing is done from scratch, you can think through the structure and navigation in the smallest detail without fear of breaking anything. The higher the frequency of the key request, the higher it will be located in the structure of the site.
Ideally, a separate page should be created for each request. But you can follow the approach described above, and take as a basis the thematic groups formed at the last step (look again at the relevance map).
In this case, one thematic page will contain 3-5 keys. By these key requests, the page will advance in the TOP. Next, you need to work out the navigation scheme, link the pages and sections of the site into a single logical chain. Also, think about navigation blocks that will provide convenient movement of visitors through the pages.
Write or Order the Creation of Optimised Content
It makes no sense to create content if it is clear in advance that it is not authentic and unique enough to stand out. Even if you use other people's ideas, for example, your competitors, you must offer your own unique look, which will add value to a particular topic.
The content should be original not only in terms of ideas but also technically different from what is already written on the Internet. To check the texts for plagiarism, you can use special programs.
The title of your article is one of the first things a user sees when they search on Google. According to it, a person determines for himself the degree of importance of your article, its relevance to his request. To come up with a really interesting headline, it’s useful to brainstorm: come up with more variations to ultimately choose the best name for your content.
It is useful to use the main keyword in the title, but avoid spamming. Use strong words and avoid redundancy to make the headline look accurate and attractive. Strive to create a vivid heading of 55-60 characters: that is how many characters appear in Google search results.
Use Keywords in the Text
Currently, the focus of using keywords is the headline. This is a signal to Google and your real visitors, instantly reporting what your article /post/review is talking about.
Nevertheless, keywords can still be an important part of your content but provided that they are used in context, without violating the logic of the text, and in the optimal amount. You don’t have to sacrifice the quality of your content to include more keywords in it, as “spamming” with keywords can lead to the opposite result that you expect.
Form External and Internal Links
It is possible to create link links in two ways.
This is the linking of the pages of your site among themselves. If you correctly make the internal linking of the site, you can increase the position on promoted queries without unnecessary money costs by improving behavioural factors. To do this, you need to carefully consider the path of your potential customers from the first visit to the target action, and immediately help them get all the necessary information without unnecessary actions. For example, it is wise to link the product page with payment, delivery and warranty conditions.
External links are a good sign for Google, which directly indicates the reliability of your site. The best way to get quality backlinks is to publish guest articles. However, if you publish them to random resources, this approach will not work. It’s best to start right away by looking for the most reputable resources, using special services such as the Adsy. When your link is published on a reliable resource, this is an automatic plus to the piggy bank of indicators of the reliability of your site.
We examined the basic steps necessary to create a SEO friendly site. However, do not forget that no internal and external optimisation can give you good results if the site has a poor and inconvenient structure, it takes a long time to load and is not prepared for promotion from the very beginning. Content and convenience are the first factors that you need to think about when developing a site.
There is a golden rule: the fewer actions a visitor needs to do to find the information he is interested in, the better. Stick to it, and at some point, the site will begin to advance without your participation.
Marie Barnes is a Marketing Communication Manager and an enthusiastic blogger interested in writing about technology, social media, work, travel, lifestyle, and current affairs. She shares her insights through blogging. Follow her on Medium.