Before embarking on a full-fledged search engine optimization, conducting a preliminary SEO audit is necessary, during which the main, most significant problems are identified that require correction in the first place. To determine the further vector of development of events, set a priority and develop a search promotion strategy, you will need a person who can easily and clearly explain all this. That person is an SEO consultant.
An SEO consultant is still the same website promotion specialist but with broader horizons and an analytical mindset. For example, suppose we are talking about a consultant in an agency. In that case, it should be noted that people occupy this position with good communication skills since they often have to explain the technical concepts related to promoting the client's website in an accessible language.
It turns out that this is a professional SEO specialist acting as a link in the "customer-executor" link.
What tasks do SEO specialists solve, what do they have to face, and what is seo guide - we will talk about this today.
Modern commerce looks so that stationary points of sale and the provision of certain types of services "in place" fade into the background. A huge range of works and goods today can be found on the Internet. Instead of retail outlets, you get sites, each of which is fighting for first place in the search results. Why do you need to try to get to the first positions?
No matter how trite and simple it may sound - to earn money if we are talking about commercial projects or to disseminate important information if we are talking about news portals. According to many studies, search engine specialists have concluded that the first page of a SERP ( SERP - Search Engine Results Page in English means search results) accounts for 4/5 of all traffic. The first page of the search results includes ten sites; therefore, in order not to be limited to the remaining 20% of all users, you need to be in the TOP-10.
More traffic means more profit. But, of course, there are some nuances here because even a large influx of users does not guarantee increased sales. This is where search engine optimization (SEO) comes into play, with the help of which the target audience is determined.
The work of an SEO consultant is by no means limited to contact with the client. This is still the same ordinary SEO specialist who analyzes a web resource, structures the data received and, based on it, develops an effective strategy for successful promotion to the top of search results.
As we wrote above, taking the best positions in the search engine leads to increased profits. Therefore, in addition to bringing the site to the TOP, it is very important to identify your target audience. After all, if it is defined incorrectly, the entire strategy built around it will not bring any results. To make it easier for you to understand the importance of determining the target audience (TA), let's explain this with an example:
Vasya came to work in his warm and cozy office, where he worked as a sales representative. And then a knock is heard at the door - a guy enters the office and gradually starts his pre-prepared monologue, during which it turns out that he offers to buy a cover for car seats. Vasya doesn't even have a driver's license - he arrived on a bicycle.
This is an example of an incorrect definition of the target audience. On the Internet, everything goes about the same way. Of course, there is certainly a chance that someone will agree, but the chances are very small. This begs the question, what would you do: send out a salesman for covers throughout the office, without providing information about the potential buyer's hobbies, about the presence of a car and other useful data, or give a tip on 10-15 people who have cars that require a cosmetic update? The second option is cheaper, faster and, of course, more efficient.
In addition to determining the target audience, the SEO analyzes the web page's structure, conducts a technical and UX audit, and checks how well the internal and external optimization is configured.
Often the work of an SEO specialist touches on the topics of Internet marketing, which he must understand at least a good level.
Let's take a closer look at the issues that an SEO specialist decides:
From 80 to 90 percent of the above points are closed by the "Technik" itself; the rest lies with copywriters and programmers, whose actions are controlled by guess who ...
To be successful in their work, an SEO specialist must be well versed in:
These are the minimum requirements for an SEO specialist to successfully analyze and improve website visibility indicators.
The effectiveness of the SEO specialist also depends on his experience, practical knowledge, and ability to follow constantly changing trends and ranking algorithms and quickly adapt to them.
Thus, we conclude that an SEO specialist is a generalist.
To successfully promote the project, it is necessary to develop a clear strategy: where to start, when to start, what to use, what to get rid of, etc.
It is very important in choosing a strategy to rely not only on templates and "checklists" distributed on the Internet. Site states are always different, and situations are never the same; therefore, you need to be able to develop an SEO strategy that will allow you to get the result as quickly and efficiently as possible. For this, consultations are held, at which the web resource state and competitors' " strength " are assessed.
To promote any project, a strategy is developed, consisting of 4 main points:
The first is customizing the functionality in such a way as to improve behavioral factors, i.e., indicators by which the search engine determines the convenience of the site. How does he do it? It's very simple: if the user goes to the site and quickly leaves it, the conclusion suggests that he did not find the necessary information. With a cyclical repetition of such actions, the search engine decides that the site does not meet the requirements of the query and lowers it in the search results.
Content is one of the most powerful ranking factors. The better it is, the more unique and useful it is, and the better for the user and the search engine. This is how we keep our customers. In addition, the site's content can be called a tool for communicating with the user: you try to express your thoughts as efficiently as possible, make sure that the visitor does not have any questions, and if there are, then the answers to them are posted on your site.
Today, search bots are good at determining the degree of usefulness of a text. Modern ranking algorithms are sometimes amazing. For example, Google uses artificial intelligence to determine the synonymous environment in the text.
Even if the site takes first place and has a beautiful design, if the client does not receive an answer to his question, the client will not linger there. Therefore, content plays a very important role in the successful promotion of the site.
The user-friendliness of the site is how user-friendly the interface is. The simpler, more informative, and more intuitive, the better for everyone. Today, website promotion is very dependent on UX factors.
And the last point is to improve attendance. All of the above are the actions that should lead to an increase in site metrics, but in some search engines, the number and quality of links leading to your web resource play a huge role. This is one of the reasons why the job of an SEO consultant includes competitor analysis.
Increasing the link mass and recognition of the site on the Internet - takes a huge piece of work, "Technik."
Sometimes website promotion requires solving problems in only one of the above areas, and sometimes it is necessary to work out each item, and only then will the result be visible.
During the consultation, you will know which direction was chosen and what work will be performed first.
SEO consulting can be done for a variety of reasons.
Low traffic is one of the most common reasons for ordering an SEO consultation. The presence of the site does not bring profit, or it does not correspond to its potential. If the reason is obvious enough, then a quick audit will point to it, after which a decision will be made: to carry out work to eliminate it or not.
The second reason: there is traffic - there is no sale. In one of the examples above, we talked about the importance of correctly identifying the target audience and usability. These are two fairly common problems that site owners may face. The short-term presence of visitors does not make them customers, so it is important that the user is satisfied. If this is not the case, the search engine will simply lower the site in the search results.
Preventive work. We have always advocated that the audit be carried out approximately every six months. For many, this will seem like a rather short period, but it turns out to be the opposite. Search engines do not report upcoming changes in ranking algorithms; they do not report major updates - they simply, without too much publicity, introduce new game rules that can bury all promotion by lowering positions in just a few days. Therefore, it is better to conduct consultations on the current state more often than less often because sometimes it can be quite late.
Development of a new project. Recently, a very positive trend has been gaining popularity: contacting an SEO consultant precedes contacting a web page developer. That is, before starting a discussion of a site with a web designer and web developers, its structure, content, and navigation are worked out. So why do they do it?
If the project is planned to be very promising, then already at the "zero" stage, it is worth considering issues that will become key during the promotion period. After all, it is much easier to do well right away than to do a redesign or something more global later.