Search engine promotion (SEO)
for Google with results from the second month

Website promotion vs optimisation: what is the difference?

These concepts are similar but, at their core, not the same. On the one hand, SEO optimisation is a procedure of website preparation for the requirements of search engines, for example, Yandex or Google. It leads to a one-time increase in queries. On the other hand, website promotion is a sequence of actions aimed at stable and constant growth in positions and resource traffic.

After the website has been optimised for the requirements of search engines, it’s time for SEO promotion. Its primary responsibility is maintaining the growth of positions, traffic to commercial (selling) and priority keys, and user attraction and search for those most interested in the product. However, as search engine standards change at least every six months, ongoing search engine optimisation services are necessary for the website to remain relevant. There are various ways to advertise it and one of them is by often updating the content:

• Adding texts to promoted categories, news sections, a blog interlinking to promoted landing pages of goods/services, etc.
• Adapting meta tags to the keywords of users looking for a product or service.
• Posting relevant videos, photos, animations, etc.
• Data updates in the feedback section on the forum (if any).

Therefore, search engine optimisation UK prepares the online platform for the requirements of search engines for effective promotion. At the same time, only promotion can guarantee a steady and continuous rise in the website’s rankings and targeted visitors. These two underlying approaches for Internet marketing complement one another rather than conflict. However, you should do them interchangeably – you cannot advertise a website not optimised for search engine needs. Various tools and procedures used in optimisation and promotion may be the same. Yet one task should be done only once while the other should be persistent.

A company owner who wants to raise the ranking of their website must be aware of where to get these services and comprehend what they entail. The client will always be able to supervise the promotion if they know the variations between these two SEO tools while being aware that web professionals are doing everything correctly.

Advantages and disadvantages of SEO promotion

Nowadays, SEO promotion is a full-fledged way to get into the TOP search engine results. With the help of the specialists’ complex work, the website holds high positions in the rankings of search engines.

Some of the advantages of the method:

• Efficiency. When your website appears at the top of search results for particular queries, the effect of SEO promotion is akin to high-quality, expensive search advertising. Moreover, with correctly adjusted micro-markups, you can increase CTR.
• High level of user trust. According to the statistics, users who found the resource in the organic search engine results and not in the block with contextual advertising have got more confidence in the platform. Any landing page can be filled in the context, search results are based on more than a thousand ranking factors, and high-quality websites with good behavioural factors get there.
• The SEO promotion’s effect persists even after the work is done. How long the effect lasts depends on the competition and activity of other websites in the TOP. That is why SEO is often referred to as a free traffic source.
• The great value of midterm results. During optimisation, the web page is constantly being refined. The result of these actions is gradually getting a convenient, high-quality website that the search engine likes.
• Influence on contextual advertising. Optimising the website correctly and making the pages as relevant as possible to queries can lower the cost per click. At the same time, you can significantly increase the quality of ads. Additionally, you can increase the volume of automatically selected keys if there are dynamic campaigns.

SEO promotion is a sensible, trustworthy, long-term method focused on results to enhance website conversion and visitors. Although there are various pros, it has some shortcomings. Time is one of the most significant. Depending on the niche, you may need to wait a few months before seeing the initial SEO promotion results. The time it takes to get traffic results increases with the niche’s competitiveness. The reliance on search engine algorithms is the second negative aspect. You must constantly work day in and day out on SEO and advertise the website because these algorithms continuously change.

Ranking factors affected by search engine promotion

The ranking is a determination by the search engine of the site’s position in results for a particular key. Simply put, it is the results forming-up for the user’s search query in descending numerical order. This page is called SERP or Search Engine Rank Page. It is a complex process because many ranking factors are involved, but it only takes a fraction of an instant. At the same time, the web project’s position in the search engine is affected by the scale of optimisation, external link profile and behavioural factors.

An SEO expert must consider ranking criteria while optimising a website for it to appear in the TOP search engine results. Each search engine has unique algorithms that are kept as commercial confidentiality and are not publicly available. There are several main groups that are most important for all engines:

• Hosted. They depend on the quality of hosting and other websites that are hosted on your IP.
• Domain. They show whether there were other sites of prohibited topics on your domain and whether sanctions were imposed on it in the past (it is especially relevant for old domains); for entirely new ones, there are filters like Sandbox.
• Technical. They show how well the web page is optimised considering source code, speed, the presence of broken or redirected links, etc.
• Linking. These factors outline the quality and quantity of referring domains and pages to your website.
• Text. How relevant, high-quality, informative, and, most importantly, useful for the user is the content posted on the promoted pages.
• Commercial. These are factors that show the search engine that this is a commercial website and not informational: a buy button, a basket, a quick order, etc.
• Behavioural factors. They include the percentage of refusals and website exits, the time and number of pages viewed per session, the conversion rate into a purchase, etc.

There are also social and regional groups of factors. Although they are not mainly included in search engine promotion, they surely help with ranking. The social direction comprises engagement and company mentions on platforms like Facebook, Instagram, LinkedIn and VK. Reviews on outside resources are also included in promoting a SERM profile. Regional groups of factors include the presence of a physical office of the website, the company on Google or Yandex maps and reviews on it.

If you stick to the rules of search engines, improve website performance and influence significant ranking factors, the platform will have the lead at the TOP of results and will experience an increase in targeted traffic and orders.

How does SEO site promotion work?

As mentioned earlier, the website’s high rating is attained by enhancing its performance. The creation of a top-notch framework and optimum content is vital. They must be head and shoulders above the rest. However, a competitor study is done to develop such a structure and content.

Competitor analysis

That is why SEO promotion begins with a niche analysis, including leading competitors. It helps to identify and explore their strengths.

What should be studied first?

• The structure of competitors’ websites and methods for expanding: how to grow it, how pages are created or generated, etc.
• Technical aspects of these resources: download speed, code cleanliness, and presence of errors.
• Link profile and its formation strategy: where, how much, and what links the competitors buy.
• The promoted pages’ structure: what blocks and in what sequence are displayed, which improves usability, etc.

Website technical audit and indexation analysis

A thorough website technical analysis is conducted to find any issues and inconsistencies with search engine algorithm requirements. It includes source code errors, style file flaws, slow download speeds, improperly configured pagination, duplicate main pages, misdetermined primary mirrors, etc. With the benefit of this, thorough terms of reference for the programmer are created. All analyses are conducted using pre-made long-established checklists and professional experience relevant to a niche.

At this stage, it is also crucial to examine the site’s indexation, including how many pages are in the index, the number of pages that can be downloaded and added to the website map, the number of pages that were crawled but did not make it into the index and any potential reasons for that. If there are issues with the software component of the website, we create terms of reference for the programmer.

Website content analysis

It is essential to have high-quality, unique and search-optimised content for promotion to be successful. It is ordered for ranking according to importance:

• Title
• H1 heading
• Text on the page
• Description
• Alt/title of pictures
• Title of pages, products, etc.

For the website to rank effectively for pertinent inquiries, you need to be aware of the availability of the required data and how well it is handled. It is vital to consider metadata duplication, text repetition on pagination pages or filter pages, etc. Moreover, it is critical to pay attention to what scale meta tags are written considering semantics, including how many keys are used in text blocks on the page. If there are issues, it is preferable to solve them quickly – redo and add everything again.

Correctly collected semantics determines all work with content on promoted pages. If the semantics is initially incorrect, then, as a result, there will be inaccurate content, poor ranking and ill-targeted traffic. Therefore, the next step is to optimise search queries.

Collecting the semantic core

Semantics is a collection of queries visitors can use to find pages on your website that offer a product or service online. Because all SEO services in UK revolve around inquiries, it is also referred to as a core. It is the centre for all work, including internal, external, and content-related tasks. The site structure is broadened, the pages are filled with content, internal linking is completed, and meta tags are created based on the obtained keys. Therefore, the client’s involvement at this point is crucial. They must carefully consider the words and pick out the inappropriate ones that should not be promoted.

Specialists collect semantics in several ways:

• The collection of the keys and their statistics come from official sources such as Yandex Wordstat or Google Ads planner and search engine tips;
• Keys are collected by generating requests automatically, and statistics are collected from official sources.

After collecting the keys, you need to get all the available statistics for them: frequency per year or month and seasonal occurrence. It will give an understanding of the popularity of the request and the ability to evaluate seasonal spikes on it. The priority is distributed in promoting a particular keyword based on the data received.

Writing and adding content

After the promoted semantics have been collected and approved, it is necessary to optimise the promoted pages for it. To do this, for each page you need:

• write meta tags (title, description, heading H1);
• write high-quality and relevant text for these queries (it is necessary to create terms of reference for a copywriter based on an analysis of competitors in the niche, the requirements of search engines, and the keys that should be relevant to this page and the necessary selling structure);
• form H2 headings, organically using keywords;
• create terms of reference for the programmer so that alt/title on the pictures is correctly written on these pages;
• add everything to the website and wait for the positions’ growth.

When creating content, it is crucial to do everything correctly and avoid stuffing keywords into text and meta tags. It could result in sanctions from the search engines. Several services can examine all these factors and flag potential issues: Turgenev, Glavred, Text.ru’s uniqueness check, and Advego’s spam filtering.

It is likewise crucial to pay attention to the micro-markups. By introducing different data microformats to the site, we can get various snippet extensions that can increase the CTR of the snippet in the SERP without growing positions. At the same time, it generates more organic traffic. Organisation, FAQ, AggregateRating, Reviews, and Breadcrumbs are the most popular markups for commercial sites.

External optimisation

Getting backlinks and good comments about the business, website, and product are two external optimisation divisions. The first point has a more significant impact on ranking, while the second one influences the conversion rate greatly.

Buying backlinks from other websites is a powerful source of influence on search engine algorithms. The more well-trusted, authoritative sources link to you, the more creditable your website is, occupying higher places at the TOP.

At the same time, the links’ purchase is not always a white hat SEO promotion but rather a grey hat one. Therefore, getting backlinks, in the opinion of search engines, should be as natural as possible. After all, if it isn’t considered natural, you can get sanctions from search engines. Thus, the link profile needs to be appropriately managed and maintained. The ratio of anchor to non-anchor links and the placement of dofollow and nofollow links must be precise. Links should come from various places, including forums, informational websites, news websites, catalogues, and showcases. A primary analysis of competitors gives an understanding of the ratio of everything. After that, the experts draw up a plan-strategy for creating a link profile. Here it is vital to consider the need to promote specific queries with the help of anchors.

When buying links, we use three directions:

• Getting links from websites on link exchanges like Miralinks. It is the easiest way to build a link. However, not all websites are listed on these platforms, and the price of commissions and the placement cost can be much higher than in the following method of external promotion.
• Outreach is an agreement with website owners directly without intermediates. Using this method, you can get high-quality links but cheaper. Sometimes, you can even expect free placement under certain conditions. This method is much more labour- and time-consuming, but the websites’ quality and the lower price compared to the exchange pay for it.
• Crowd marketing is obtaining links from various forums, sites, and catalogues. The links’ quality from these sources is lower than from article links from the above mentioned options. However, it is an acceptable alternative for building anchorless link mass on a tight budget.

Website usability development, conversion increase

This area of work is not fully related to website SEO company. However, since behavioural factors and site conversion rate affect ranking, in projects without a marketer and UI / UX designer, the SEO specialists can fulfil their function. Here they rely on the experience and analysis of TOP competitors. This direction involves changes to the website’s visual appeal and unconventional functionality that facilitates user interaction and order placement. It applies to rearranging or adding certain blocks to promoted pages, improving the functionality of calculators and buttons, and simplifying the shopping cart so that a person is more likely to complete the desired action – order a product or service.

After working on all these stages, we have:

• fully developed promotion strategy;
• technically optimised website;
• a resource filled with unique content;
• carried out internal optimisation;
• full-fledged usability;
• realised commercial aspects;
• growing link profile.

The initial step in the job of WEDEX specialists is strategic planning. It enables clients to save money while gaining the best SEO promotion results. It is based on a thorough examination of the website’s present state and niche analytics.

Website optimisation methods

Experts divide SEO optimisation into two main directions – internal and external work to enhance website performance.

Internal optimisation

It intensifies the website’s communication with users and the search engine. An entire team of experts, from a marketer to a tester, contributes to the task. The primary objectives of internal optimisation are:

• improve the website performance;
• fix technical errors in the code, optimise it;
• detect and fix SEO errors;
• optimise pages for the needs of the target audience;
• boost usability for the growth of behavioural factors;
• improve conversions using the Hunt funnel on resource pages;
• create unique content, etc.

The list of tasks may go beyond. It all depends on the current state of the web project.

External optimisation

These are tasks related to the link profile. In the opinion of Yandex, Google, and other search engines, the more authoritative websites link to the platform, the more trustworthy it is. Here, it’s crucial to create and maintain the link mass. It is particularly vital when advertising on Google. Moreover, it is necessary to purchase links correctly. Otherwise, it may not give the desired result, or the website will fall under the filter. Therefore, only all specialists should buy links according to a preconceived plan.

How is website promotion by WEDEX different?

Over the years of work of the WEDEX search engine optimisation agency, our work philosophy has stayed the same. As before, we are outcome-oriented – our SEO marketing agency UK makes the promoted business profitable, and at the same time, we are not chasing impossible indicators for the customer. Promotion methods have changed a lot. We understand that for one niche, a good structure and high-quality content shape the project’s future; for another, particular emphasis should be placed on links. The effectiveness of the process is achieved through the concerted efforts of the entire team.

What has changed in our work?

In the process of work, the methods of promoting sites have changed, and the service level continues to be on the rise. We use our own best practices that help us analyse the link profile of competitors and the popularity and seasonality of user search queries. At the customer’s request, we perform growth and traffic analytics for each request from the semantic core. It ensures that we accurately determine the most influential groups of requests for promotion.

The WEDEX SEO services company is a team of field-specific specialists sparing no pains to get the effect of SEO promotion as quickly as possible.