SEO today is an integrated approach
Search engines went through development for the last ten years, seeking to improve the quality of the issue. It is essential for them that the person asking the question could find the answer at once. In this regard, SEO has also changed, as it is a tool tied to search engine algorithms. A few years ago, the one who bought more links and used the maximum number of keywords won. Because of this, the texts on
the sites could not be read, and in the top of the issue, there were often useless portals with lousy content.
Today the work has reached a completely different, qualitative level. If earlier SEO specialists tried to find holes in the algorithms and deceive the search engine, not taking into account the needs of people, now everything is the opposite: you need to provide maximum quality for the user and at the same time think about how to optimize the website.
Using automatic services simplifies work and saves time
The main areas of work of a SEO specialist today are as follows:
1. Collect semantics
It is necessary to select the maximum number of critical requests – the semantic core of your website. For this, you should use Key Сollector and analyze competitors in the top issue.
2. Technical audit
Such programs as SEO Power Suite or SEO Screaming, go to the website, check the structure, follow the links and identify all errors. After this, the task of a specialist is to systematize everything and write a technical function for correcting mistakes.
3. Work with external links
They lead to our website from other pages. The external link analytics service, such as Ahrefs, provides all the necessary data and shows the whole image, which can also tell you about the strengths or weaknesses of your site and the competitors’ website.
4. Analysis of navigation and site structure
Without the help of a SEO specialist, customers often do not even suspect that there are technical errors on their website. At the same time, they have almost all. For example, the site owner decided to change the design. Initially, in the address bar, there was one URL name, and when “moving to a new design” it was renamed.
It would seem that nothing has changed – the website continues to work. However, search engines index old URLs. Now when clicking on a link, the search engine gives an error 404 – “the address does not exist.” As a result, a considerable number of such pages can accumulate.
Therefore, when changing the design, there is often a sharp drop in traffic – almost to zero. The website quickly loses the position that it had in the issuance of the search engine.
Want to become a SEO specialist – get ready to work with large amounts of data
They do not teach SEO in universities, and we do not come with a diploma of SEO-specialist. Those who have received technical education are often in this area.
One of the most critical skills is the ability to extract the most important of a large amount of information. The specialist should not be afraid of monotony – one cannot avoid the routine in this area. Besides, you must have an editorial flair – the ability to understand whether a text is good or bad, by merely reading it. However, it comes with experience.
The principle “the more, the better” no longer works
Today you need to be very careful when optimizing your site: there are many reasons why someone might block you. Search engines promptly monitor and punish websites if they do not comply with the established rules.
You can be punished for low-quality content. For example, if the article contains a lot of “water.” There are unscrupulous copywriters, whose main task is to perform, using the necessary number of keywords in the text.
Now the principle “the more, the better” does not work. If competitors use one keyword three times, and you use 20, then most likely the search engine will issue a warning about re-optimization of the website. It will keep you from the right positions on the issue page. Besides, authors can rewrite already existing article on the website of competitors, or even give plagiarism.
At the same time, no one is immune to plagiarism from competitors. You can prevent copying, as some websites do. However, if you wish, you can pull out the text from the site code or, in the end, manually reprint it. The one who indexed first wins. For the search engine, it is the primary proof of your authorship.
You did not adopt the website for mobile devices – get problems on all fronts
Recently, one can observe the emergence of several SEO trends:
– In-depth work with semantics;
– An integrated approach to site optimization;
– Adaptation of the mobile version;
– Work with site usability.
This year, Google launches the third and, perhaps, the last algorithm that will convince site owners of the need for a mobile version. Its absence will affect the promotion of the desktop version, leading to problems on all fronts.
Search engines are now trying to understand the behavioral component: how much time visitors spend on the site and how many pages are scrolled through in one go.
To keep the reader’s attention, it is good to include a video in the text: the person turned on the video – and all this time s/he is on your website. It is also worth using linking blocks (“they are still reading this …”) – this also increases the time spent on the site.
If you came up with a site design – ask users
There are two ways to assess the usability of the website. First, attract an expert who understands the rules of design and knows how to put all the components together into a single user-friendly interface. However, even expert assessment is subjective, therefore, to understand the full picture, it is worth testing.
For an objective assessment, 50 respondents are enough; by interviewing them, you can identify a trend. For example, understand that most users do not like to leave their phone number when registering or to fill in the name data completely.
Testing is good at all stages – and when you start the website, and already in operation. Even after the launch is not always apparent, whether everything is done correctly. Polls will help you see shortcomings that are quick at fixing.
Make the website better, work for the user, use white SEO!
That is, not all those tools that search engines prohibit. However, about black SEO (white text on a white background) is better to forget. What rolled before, no longer works. Nevertheless, of course, some attempts to deceive the system remain.
There is also such a thing as “grey SEO”. For example, it is forbidden to place external links by agreement or for a fee. According to the logic of search engines, they should appear when other sites link to you simply because your portal is cool. In fact, this is grey SEO, as it violates the rules of search engines. However, often some sites cannot do without the involvement of external links – for example, those that have just entered the market.
Today it is very important to work on the quality of your website, making it as convenient and attractive to users as possible. It is important not to please the search engine by doing an optimization with an eye on the search rules. Yes, these rules are definitely important. However, think about the users first, about the tasks that your website and its content should solve for the end user. Moreover, in the second place solve the problem of content optimization, deeply analyzing the websites of competitors in the top. An integrated approach to SEO will definitely pay off.