WHAT TO CONSIDER IN A WEBSITE PROMOTION STRATEGY? It is almost impossible to get a quick result on the Internet without significant financial influences. Sites, especially commercial ones, are gaining strength gradually and over time they begin to bring more and more benefits to the business.
To increase the chances of an online resource to succeed, a well-thought-out strategy for its promotion and development is necessary. But
What happens if you advance without a strategy
You will not believe it, but the mere thought of creating a promotion strategy gives you a competitive advantage. Many do not even think about it, so the results of their attempts to conquer the Internet are predictable.
The company orders the production of an Internet site to upload it to the network and waits for it to start bringing customers.
Several months pass and applications from the network do not come. Then SEO-optimizers, contextual advertising wizards are involved, brand communities are created on social networks and budgets are poured into the promotion.
However, a month passes and it turns out that the investment does not pay off. Then they refuse the services of some specialists, while others cut budgets. An online project goes self-sustaining. That’s just its potential is not fully revealed. Satisfied with 2-3 new applications from the network per month, the average company does not receive significant amounts of profit.
In such conditions, a clear advantage is on the side of those who are willing to work on the development and promotion of the online resource for a long time. But this requires a strategy.
Companies set up for long-term work can also first receive losses from Internet activities, then they will go “to zero”. But, if the plan is executed, their profit from the presence in the network will grow from month to month.
Chaotic actions do not give the desired result. A strategy is needed. But where to start?
The forces and budgets of competitors
Search engine promotion is not much different from traditional market competition. That is why, going online, you need to know who you have to fight with.
To do this, research is conducted on search results for thematic queries. You need to understand which sites sell the same goods or services, and how much money they spend on promoting their resources. Possessing professional tools and experience in this field, it is not so difficult to give a measure of accurate assessment.
Hidden threats must also be taken into account. These are strong market players who are still not present on the network or are not investing in resource promotion.
Google has different requirements for sites on various topics. That is why the strategy specialist at this stage should identify the factors that are characteristic of successful and “untwisted” resources and understand which elements and methods of promotion should not be used.
The Internet is changing and becoming more complex. It used to be this way: we prepared articles rich in keywords and text materials, bought links and look forward to an increase in positions. But for more than five years this scheme has not been working. We need to work comprehensively on the site.
The strategy prescribes the order and specifies standards for working on each of the following factors:
1. Filling the site. The number of pages on a live resource is constantly growing. They should be saturated with useful, unique and thematic content. The content of commercially important pages is optimized for promotion.
2.Technical serviceability. If more than 1 user is allowed to edit the site, you need to monitor the performance and speed of loading pages.
3.Behavioral factors. How much time do visitors spend on the site? How many pages do they study? What proportion of visitors leaves the site after viewing just one document? What repels them? All this requires study and control by analysts, content managers, optimizers and designers.
4.SEO optimization. The list of pages to be brought to the first place in the issue is determined, the semantic core is assembled, the keys are distributed among the landing pages. After this, a plan for promotion activities is planned.
5.Other ways to drive traffic. For each company, additional sources are selected from which visitors interested in products can come. Budgets are determined, work is planned in each of them.
There are a lot of tools and ways to improve the quality of a site for search engines and users. And therefore, an effective promotion strategy provides for a periodic review of the results and adjustment of actions.
A site just posted to the network should receive an initial assessment of search engines. It is extremely useful to see how it is ranked without stimulation by search engines without additional stimulation. This allows you to see all the problem points and draw up a comprehensive promotion strategy.
Moreover, promotion evaluation is always carried out according to key metrics, which are determined even before the stage of competitor analysis. In this capacity, it is usually used:
the number of applications collected (may require changes to the work of the client department);
site position in the search results for the selected keywords.
But even the most ingenious strategy does not guarantee a 100% positive result. It is necessary to regularly audit is to identify:
changing competitive and market conditions;
the most successful promotion activities;
Inspections are conducted weekly, monthly, quarterly or annually. The main thing is not to forget about it and have the courage to adjust the strategy “on the fly” if any actions bring weak or even undesirable results.
To do this, be prepared to devote time to revising the promotion plan or choose the right performers.