What is SEO promotion and how does it bring clients?

In this article we will analyze the basic terms and concepts of the SEO field - what it is and what it is used for, and we will also tell you how SEO optimization is useful for business.

SEO is a set of methods for promoting websites in the top 10 of search engine results. The abbreviation SEO stands for Search Engine Optimization. Translated from English - optimization for search engines.

The term appeared in 1996 thanks to journalist, technologist, and entrepreneur Danny Sullivan. He was the first to study the work of algorithms, describe methods of working with search engines to improve the visibility of pages, and share knowledge with others. Thanks to his research and experimentation, SEO promotion has evolved from a chaotic field into a structured discipline.

Sullivan helped many people understand that SEO is not just a set of tricks, but a real science that requires deep knowledge and constant development. Now SEO promotion remains an important element of digital marketing.

Let's say your company needs an effective website. To understand the topic, you write to Google or Yandex the request “order a selling website for a business.” The search engine processes it and displays a list of resources where you can find the answer to your question and order a service.

There are millions of relevant sources, but search engines cannot show them all at once. So they choose the best ones and display them on the first pages.

But how do they choose their favorites? Google and Yandex rank sites that have the following:

• Texts with keywords. These simple words were entered into the search engine by the future buyer. If you searched for “how to order a website,” you will find sites with this phrase or individual words and combinations of words from it.
• Illustrations upon request. Texts with keywords alone are not enough; photos and pictures are also needed. For example, when requesting the creation of a website, a portfolio with ready-made projects will work well.
• Popularity. This also includes usefulness and level of approval by users. Search engines pay attention to the sites of companies whose clients bookmark resources and share them on social networks.

The goal of SEO promotion is to make the resource attractive to customers and easy to crawl by search robots.

Here are a couple of facts from the latest SEO statistics:

• 45% clicks in 2022 it was done on sites with SEO optimization. The site owners didn’t spend a penny on advertising.
• 30% clicks sites are ranked first in Google in the world, and in Russia, after advertising is turned off, even more.
• 57% of marketers note that SEO promotion pays off better than other marketing channels. This means that if you once devote time, effort, and money to SEO, site owners will receive results for years.
• 1000% more traffic generates SEO promotion than social networks.
• 97% of pages without optimization they do not receive any search traffic from Google. They remain invisible to both the search engine and people.

SEO promotion is a free and effective method for getting new customers. Investments in SEO pay for themselves many times over, providing stable traffic for years.

Promotion through SEO is important for owners of various platforms: corporate websites, landing pages, marketplaces, blogs. No matter what niche you are developing in or how simple the site is, SEO promotion will increase your impact and profitability. SEO promotion will make the site noticeable, attract target audience, help raise leads, and increase sales. SEO promotion is a kind of signboard for a company on the Internet. The brighter the sign, the more people will notice you.

What is SEO optimization?

SEO optimization is a complex work. Her goal is promotion of the resource to the top search results. As we have already learned, the abbreviation SEO stands for Search Engine Optimization.

SEO is aimed at improving the visibility of a resource. Thanks to proper optimization, pages rise higher in search engine results, and the number of customers and orders increases. But it is important to understand: optimization is a voluminous and monotonous work, and not a one-time action. For stable long-term results, it requires monthly analysis of positions and revision of the plan.

The short abbreviation SEO combines a huge layer of work, which includes on-page and off-page optimization. In order for a resource to rise to the top of search engine results, you need to study the target audience’s queries and semantics, skillfully enter keywords into materials, take into account the features of Yandex and Google, improve and optimize images.

Who does SEO optimization? Incredible but true: SEO optimizers. Also, for competent comprehensive promotion, SEO copywriters, programmers, web designers and marketers are needed.

What is an SEO strategy?

An SEO strategy is a set of measures that helps promote a website at minimal cost. Strategy is a plan to improve the site. A plan is necessary for logical and consistent promotion.

If you engage in SEO without tactics, your progress will become uneven: there will either be not enough changes to get to the top, or, conversely, too many changes. Then search engines will consider the site suspicious and ban it.

A plan helps you avoid mistakes, set priorities, and focus on what’s important. The strategy can be aimed at promoting to the top, increasing traffic and leads.

The SEO strategy includes:

• Audit. Allows you to evaluate how well a site meets search engine criteria. With the help of an audit, obstacles to getting to the top search positions are identified. They also determine the elements that are necessary to increase the popularity of a web resource and achieve top positions in search results. Read more about the audit wrote in this article.
• Setting goals. It is worth writing down goals in detail and clearly. Not “increase traffic,” but “get 10 new users every day.” Not “to rise higher”, but “to become the first in the search results”. The more specific the task, the easier it is to set up SEO and evaluate the results of the work.
• Making a plan. The plan includes the selection of keywords that match search queries, development of a content plan, and technical work on the site.
• Defining methods and timing. To achieve goals, tools are selected: from technical optimization of pages to increasing external link mass. For each task, deadlines and responsibilities are established.
• Analysis of results and adjustment of plan. Regular analysis of the process, site positions and various indicators helps evaluate the effectiveness of the chosen tactics. If necessary, the plan is adjusted.

SEO Analytics - What does it mean?

SEO analytics is an analysis of how a site is perceived by Google, Yandex and users. Its goal is to look at the resource from the outside, notice problems and make changes to the pages. An audit helps optimize materials, satisfy user requests, raise the site in search results, and attract organic traffic. 

Traffic is the number of people who visit a page. Organic traffic is people who came to the site from search engines because they were interested in the offer, title or description of the page. This traffic does not take into account transitions from advertising.

What does SEO analytics provide:

• assessing the effectiveness of promotion tools and methods;
• detection of problems, errors, bugs;
• understanding of the target audience;
• discovery of new key phrases and ways to attract visitors.

Special tools and applications are used to analyze data. They measure traffic, read the behavior of site visitors, and measure its place in search results.

In addition to analysis, the strategy includes on-page and off-page optimization. Let's look at both components.

What is on-page optimization?

On-page optimization - updating and improving texts, illustrations, videos, tables, application forms, buttons and other elements of web pages. This part of the work is called internal, since it does not go beyond the site.

The goal of this type of SEO is to make the site user-friendly and the content useful. The goal is to increase page ranking, or increase rank.

Let's look at the six parts of on-page optimization.

Semantic core

The semantic core, or semantics, is a list of keywords and phrases that a person enters when searching. An SEO specialist uses these queries and makes the resource more visible and attracts customers to the site.

Here are a couple more significant terms:

• SEO keys - individual words and phrases that reflect the essence of the sentence.
• SEO queries - longer phrases that more accurately indicate customer desires.

To collect an effective semantic core, SEO promotion specialists use Wordstat and other services, analyze competitors, and study the needs of the target audience.

Every good optimizer knows that semantics are the basis of successful optimization. Correctly collected keys and captivating texts help you find new clients.

SEO texts

SEO texts are optimized for customer requests. The content should be keyword-driven, but simple and useful. SEO texts are not just a set of necessary phrases, but materials with meaning and value. Typically, SEO texts contain descriptions of services, compare products, help solve user problems, and explain complex topics.

SEO copywriting is writing such texts. It requires a combination of author skills and an understanding of how search engines work. Copywriters work in conjunction with an SEO optimizer.

Optimizing material for SEO promotion means satisfying all the requirements of the algorithms and writing an article so that the search engine promotes the page and shows it in the top results.

CNC

You can't do without the term URL. This is the name of the website address on the Internet. It includes:

• network protocol https;
• resource domain name, for example veonix.ru;
• the name of the section of the web resource and specific page.

Thanks to the URL, we get to the right pages. One of the key aspects of SEO is creating CNC.

CNC is an acronym for human readable url. A clear address looks like this: /blog/osnovnye-etapy-razrabotki-veb-sayta/ When looking at this address, the reader understands that the link is a blog article about the main stages of website development.

If the address is easy to read, the user immediately understands what awaits him on the page. Search robots are better at reading the content of the page and its place in the structure of the site. 

CNC plays an important role in optimization, and friendly URLs affect how search engines rank pages in SEO topics. When creating and setting up websites, we pay special attention to the formation of CNC.

SEO tags

SEO tags, or meta tags, are elements of a page that help it rank at the top of the search results. They contain data on keywords and information about the company’s offer. There are two main tags:

1. SEO-title (title). A short phrase that reflects the topic of the page. This is one of the most important elements of website promotion in the Google search engine.
2. SEO-description (description). The text displayed in the search results under the link to the service. The description encourages the user to go to the page.

The title, description and CNC make up the snippet. The term means the page announcement that a person sees in the results. From the snippet, the reader understands why the article will be interesting and useful for him.

It is important not to confuse the concepts of SEO title and H1. Title briefly characterizes the web page and is read by the search engine. H1 is the title of the text that appears on the page and attracts the attention of readers.

The right tags, combined with good content and other promotional elements, increase the chances of a business being visible in the results.

Anchors

Anchors (from the English anchor - anchor) are hyperlinks that lead to third-party sites, articles or specific sections on the same page. They are usually highlighted in color in the text and help introduce users to the company, its offers and promotions.

These tags play an important role in SEO. Keywords, phrases, phrases, links in the text help search algorithms more accurately determine the essence of the page. To plan and control the promotion of web resources, specialists use anchor lists.

Anchor is part of the optimization strategy. It’s just important not to overdo it: frequent use of the same anchors leads to being blacklisted.

Canonical

Canonical is an attribute of the link tag that tells the search engine the main URL of the page intended for indexing. It is part of the HTML code and is not visible to readers. The attribute is used when there are identical pages with different URLs. The search engine may not know which link to promote first.

This situation often happens in online stores, when one product fits into different categories. For example, a beautiful white dress can be worn for both a wedding and an evening dress. And the coffee machine can be placed both in the gift section for March 8 and in the household goods section.

Pages marked canonical are called canonical. Using the rel="canonical" attribute, the optimizer tells the search engine which version of the page should be indexed. This is especially important for SEO to avoid duplicate content. The attribute helps the search engine better understand the structure of the site and correctly distribute weight between pages.

What is off-page optimization?

Off-page optimization is another part of SEO. This term refers to actions that optimize elements outside the resource. They help raise the importance of the site in the eyes of search engines. There are two important terms in off-page optimization:

1. Link — an element for going to a resource that is located on external sites. Such outside platforms can be authoritative publications, catalogues, review pages.
2. Linkbuilding (from the English link building - link building) - adding mentions of the company and links to its site to other people's resources.

The objectives of such optimization are:

• Posting links to reliable sources. The more high-quality links are placed, the higher the site ranks in the results of Google and other search engines.
• Likes, reposts, comments on the company’s social networks. Natural activity has a positive effect on SEO, builds a link profile, helps increase brand visibility, and create a positive image.
• Reviews of a brand or establishment on the Internet. Positive comments increase brand trust and improve reputation.

What does SEO give to a business?

SEO is an important component of promoting an online business, as well as an element of marketing for finding clients. The advantage of the tool is that it is shareware. With it, you spend money on specialists, but you don’t have to pay the search engines themselves. With thoughtful promotion that takes into account all the nuances, Google and Yandex show pages for free.

Let’s establish why SEO is needed. This promotion method is used to improve the visibility of the site in search results. The higher the site is in the results, the more potential clients will switch to it. The goal is to attract traffic and convert it into customers.

Here's what SEO does for companies:

• Growth of target audience. The higher a site is in the search results, the more customers visit it. SEO is a direct path to expanding your customer base.
• Increase in the number of orders. As the number of users increases, sales volume increases. This is a natural relationship that we help build.
• Increased conversion. Thanks to optimization, the site becomes more convenient, which leads to an increase in the number of orders and repeat visits.
• Strengthening the company's image. Ranking at the top of search results increases the credibility of your business.
• Expanding the geographical boundaries of business. Google is the most popular search engine in the world. By promoting in it, you will be able to reach audiences from different countries.
• Reducing advertising costs in Yandex. After SEO, the resource will continue to attract customers without additional investments in paid advertising.

Promotion is a complex work that requires an understanding of search robot algorithms, the specifics of your company, offer, and niche. The first achievements are usually not noticeable immediately, but after weeks and months. But in the long term, the investment is more than justified.

What are SEO services?

SEO services are a set of works aimed at bringing a website to the top of the list. What is included in these services:

• Technical optimization. Improving page opening speed, changing URLs, creating an adaptive version.
• Content development. Writing interesting texts based on customer requests to increase page visibility. Creating attractive pictures.
• External promotion. Placing materials about the company on resources trusted by clients.
• Regular analysis of results. Audit of traffic and positions in search engine results, adjustment of strategy, change of goals, deadlines, optimization methods.

Why is it worth ordering such services?

SEO is a long-term investment in the development of a company and a powerful digital marketing tool. Promotion increases organic traffic, creates a positive image of the company, attracts customers, and increases sales volumes. SEO makes the site visible, recognizable and competitive among other resources.

We employ professionals who know how to properly perform search engine promotion of a website. With us, the work will be easy, and you will get the expected result. To start cooperation, leave request for a call back.