Each site owner ultimately pursues one goal - to make their Internet resource visited and profitable. To achieve this, it is not enough just to prepare and develop a site. It is much more important to properly promote it on the Internet.
It is worth considering: young sites are much more difficult to promote those whose history has at least 1-2 years. To speed up the process and avoid many mistakes, this work should be entrusted to professional optimizers. It is even better to entrust the solution of this issue to a group of specialists, where each employee is strictly engaged in his own direction.
What sites can be considered young
Many webmasters often make the same mistake: they begin to actively promote an Internet resource immediately after it is created and posted on the Internet. Such actions most often lead to pessimization of the site by search engines and getting into a ban.
In order not to make a mistake, first you need to figure out: which sites fall under the definition of “young”. At the same time, different search engines have their own opinion on this:
- Google The main search robot of the foreign Internet almost does not see the difference between young and elderly sites. In other words, when ranking, a lot of other features and characteristics are taken into account.
- Yandex . This search engine has more stringent requirements. Sites 12-18 months old are automatically considered young (regardless of the quality of the content and the amount of traffic to them). That is why it is very difficult for “fresh” sites to get into the top results even for low-frequency queries.
Difficulties in promoting a young site
In order to choose the right promotion strategy, you need to know what difficulties accompany website promotion in search engines . In practice, there are quite a lot of them.
- High competition (especially for commercial projects).
- Lack of trust from search engines.
- Slow indexing of pages (this item follows from the previous one).
- A small amount of content (compared to sites that are several years old).
- A small link mass (the number of other sites that link to the promotion).
Experienced optimizers claim that every year the promotion of young sites will only become more complicated. In many respects it depends on constantly growing competition. So, a few years ago, Internet sites up to 4 months old were considered young sites. Now this figure has grown to 12-18 months. It is possible that this figure will continue to grow.
A complex approach
To increase traffic on the site and not fall under one of the Yandex filters, you should choose the most effective ways to promote a young site. The instruction includes several steps:
- Analysis of competitors.
- Creating a semantic core (the basis of any optimization).
- Development and promotion of sites for low-frequency queries.
- Article promotion (the most natural and safest).
- Internal optimization (improving the structure and usability of the site).
- Regional promotion (quite effective tool when working with young sites).
- SEO-promotion of the site (work to improve the reputation of the site in search engines).
- SMM promotion (via social networks).
An integrated approach involves the development of an online platform in all areas. Only such work will give a good result.
Competitor analysis
Quite often, webmasters ignore this point, as a result of which the promotion of a young site requires much greater time and financial costs.
Analysis of competitors involves a long and painstaking analytical work with competitor sites. To do this, select several online sites from the top of search results. Each such site should belong to the same category as the project being promoted.
The webmaster’s task in self-promotion of the site is to identify which resources on this topic are “liked” by search engines and live users. In this case, several characteristics are taken into account:
- keywords used by competitors;
- page design;
- age of sites;
- amount of information;
- Site structure.
When choosing competitors, one should pay attention to the focus of the project (informational or commercial), since the features of promotion for these types are different.
When the data is collected, an even more difficult task appears: to make a promoted website better than that of competitors. So, knowledge of their shortcomings and advantages will make it possible to promote the project without serious mistakes - and this saves effort, time and money.
Creating a semantic core
If you need quality promotion of a new site, then you cannot do without collecting a semantic core (SJ).
The semantic core is a list of all words and phrases that most accurately characterize the direction of the site and its content. Depending on the topic of the project, the semantic core may contain several hundred keywords (narrowly-themed site) or several hundred thousand (general topic).
The fuller and more accurate the AE will be collected, the higher the effect of optimization will be. It is the keywords from AE that will subsequently be used for article, context, search and other types of promotion.
There are several methods of assembly, it is advisable to use each of them:
- Creating a base. To do this, on a separate sheet write out all the words that relate to the subject of the site. For example, for an online store of upholstered furniture, the list of keywords will include: sofa, armchair, sofa, ottoman and much more.
- Work with "Yandex Wordstat". This is a completely free query prompt service, which will be required when searching for a website in Yandex . After entering this or that word in the search line, the service issues a list of user requests with that particular word (corner sofas, sofa bed). All words suitable for the site from this column should be included in the list.
- Additions from the list of competitors keys. This can markedly increase the chances of success.
Promoting low-frequency queries
All words and phrases that make up the semantic core are conventionally divided into 3 categories.
- High Frequency Inquiries (VK). Usually, this is a common cop, consisting of 1-2 words (for example, sofa, armchair). Users enter these queries into the search engine most often, which is why they are called high-frequency. Competition in search engines on them is extremely high, so it’s useless to promote a young site on them. In addition, the conversion of these keys is quite low, which means that choosing this promotion method, the optimizer risks losing a lot of money.
- Mid-frequency queries (MF). These are phrases that consist of 2-3 words (for example, a kitchen corner sofa). These combinations have more specifics, which means they are more useful in optimization. However, competition is still high.
- Low Frequency Interrogations (NC). NZ are already more specific phrases consisting of 4-5 words, for example: inexpensive hauling of corner sofas. It is precisely on such keys that you should bet on the development and promotion of sites.
Among the advantages of promoting low-frequency queries are:
- quick result - competition for these keywords is relatively small, and therefore it is easier for young sites to break into the top 30-50;
- low budget - the correct use of NZ will allow you to achieve results with minimal financial costs.
Article promotion
Under article promotion should be understood site promotion through the regular publication of articles. This technique is rightfully considered the most natural, and therefore the risk of falling under the sanctions of search engines is minimal. At the same time, 2 goals are achieved at once:
- for live visitors - the appearance of new information on the site will certainly interest the user who has already been here, and he will certainly return to the site again (a permanent audience is being formed);
- for search robots - if the site is regularly updated and work is underway on it, it causes the robot more confidence in the Internet resource (this will certainly affect the search engine promotion of the site in Yandex and Google ).
In other words, the constant publication of new articles on a young site has a positive effect on the formation of its reputation. However, in order for article promotion to be effective, it is necessary to observe some requirements for published texts:
- Uniqueness is not less than 95-100%.
- High information content.
- No errors.
- The inclusion of keywords in the texts.
- The density of keywords is not more than 1 word per 1-1.5 thousand characters.
- The size of articles is 2-5 thousand characters.
- Good structure (subheadings, lists, paragraphing).
The Yandex search engine regularly updates ranking algorithms and tightens textual requirements. Nowadays texts written for people are especially appreciated. In other words, each article on the site should contain useful information, be interesting and easy to understand.
Internal optimization of young sites
Internal optimization is an extremely important stage in the development and promotion of sites. As a result of the work done, the site becomes more convenient and attractive to users and available for quick indexing by search engines.
The list of necessary procedures includes:
- page linking (this allows you to correctly distribute the weight of the pages and simplify the perception of information);
- nice design (in fact, the simpler the better);
- lack of a large amount of animation and other heavy elements (pages should load as quickly as possible);
- installation of an adaptive template (one that promotes the correct reproduction of the site on different gadgets) - now search engines take this characteristic into account;
- creation of a sitemap (accelerates indexing of pages).
Regional website promotion in search engines
Quite often, webmasters intentionally exclude geo-dependent queries from the semantic core. In fact, this is a fairly convenient and effective technique for promoting sites on their own.
There are several reasons for this.
- Reduce the number of competitors. Promotion only in its region significantly reduces the number of direct competitors. For example, there are much less furniture online stores in Omsk than in Moscow or in Russia as a whole, which means it will be much easier to break into the top.
- Budget cuts. Properly constructed optimization will allow you to achieve inexpensive promotion of a young site.
- Conversion increase. There will be more targeted visitors during the regional promotion of young sites , which means that the return on the site will be higher.
Search engine promotion
To increase the reputation of the site in the eyes of search engines, it is necessary to build a link mass. This work is carried out in several stages:
- Registration of a new site in all major search engines (Google, Yandex, Rambler and others).
- Registration in catalogs. Now between the optimizers there is heated debate about whether it makes sense from catalogs today. However, such optimization will not be superfluous. Moreover, this is almost free promotion of a young site. The main thing is to choose for registration only high-quality catalogs without garbage.
- Buying links. Ideally, links to a promoted site should appear naturally. In other words, the owners of other Internet sites refer to interesting information posted on the website being promoted. However, this process can take years. To speed it up, webmasters buy links on special exchanges. In this case, it is worth giving preference to eternal links posted in thematic articles - they look more natural, and the price of promoting a young site will require one-time investments.
SMM promotion
Under this concept should be understood site promotion through social networks. Over the past couple of years, this method has become one of the most effective. With it, you can solve 2 problems:
- Increase targeted traffic. This item is especially important for commercial sites.
- Improve search engine ranking. The Google search engine takes into account traffic from social networks and takes into account likes and reposts from Vkontakte, Twitter and others.
As part of this task, the site should install the buttons of the most popular social networks so that each visitor can quickly and easily share interesting information on their page.
Professional or independent promotion of a new site
Many webmasters are concerned about the question of whether to turn to a professional SEO optimizer, because the cost of a specialist’s services is quite high. There is no definite answer here, since it all depends on the requirements of the webmaster himself:
- If the owner of the site has some knowledge in SEO-promotion of the site or is willing to spend time and effort on this, then he can easily cope on his own. It should be remembered: it will take a lot of time to independently promote a new site, and the money saved on a professional may go to correct their own mistakes. Is it worth it to spend your time, nerves and strength, everyone will decide for himself.
- The list of advantages of professional promotion of a young site should include the specialist’s experience and reduction of time for promotion (the seoshnik already has a ready plan for promoting the main types of sites). In addition, the webmaster (or the owner of the company) will deal with organizational issues (will be in its place).
Despite the prevailing opinion that it’s extremely difficult to promote new sites to the top of search engines and increase traffic on them, experienced web browsers show excellent results. A set of carefully thought-out measures for 2-3 months contributes to an increase in traffic, reaching the top 30-50 in terms of NZ and accelerates the payback of an Internet resource.