Startups are always associated with a lot of work. Recruitment, promotion, overhead, paperwork, development, testing, financing - and this is just the beginning. Regardless of what area a startup belongs to, the lion's share of work will have to be done at an early stage in its life cycle.
Most entrepreneurs are experts in their fields. Some even have a good understanding of how to run an online business. However, very few of them think about the SEO factors of their activities. And this is despite the fact that no specific SEO resources or even just a marketing team is needed to optimize the site. If you take advantage of some proven SEO practice early on, it can bring considerable dividends later as your business grows.
For new sites (and businesses), the right approach to SEO will be helped by the fact that the person looking for your company name will always be able to find your site. If you do SEO in full, users will find your site (and not competitors' sites) simply by searching for certain products and services. Because significant SEO results can only be achieved after many months of optimization, the sooner you start, the better - even if you intend to use SEO at the very minimum.
Below you will find a list of key SEO tips and tasks that you should pay attention to when creating any web startup. Some of them will take only a couple of minutes, others will have to work or even attract specialists - but everyone will bring tangible benefits to your site.
- Set up Google Analytics;
- Set Google Go to URL Goal for all pages that a visitor has to buy or fill out a feedback form;
- Set up Google Tools for webmasters;
- Link Google Tools for Webmasters to Google Analytics to better understand how users find your website;
- Create a robots file. txt and upload it to the root directory of your site;
- Create a sitemap file. xml and upload it to the root directory of your site (or enable this feature, if any, in the CMS). Submit your sitemap to Google Webmaster Tools for indexing.
- Make a list of all the products and services you offer. What do you call them, in general and separately? What do your potential customers call them? Think up as many phrase combinations as possible;
- Additional keyword variations can be obtained using the Google Keyword Planner - “Search for Keyword Variants and Ad Groups”.
- When the list is a decent size, enter all keywords into the Keyword Planner to see how they work.
- Reduce the list by selecting target phrases with a relatively large number of requests (this means that many are looking for them) at a relatively low cost per click (this means that there will be less competition for them). These are your target keywords.
- Divide the selected target keywords into small groups of semantically similar phrases and assign each of them to the appropriate page of your site. If the group does not fit into any page, plan a blog post specifically for it in the near future.
Optimizing the actual site
- Write a unique title tag for each page, using one or more of the target keywords assigned to this page. Also do not forget to include in them the name of your company. Do not exceed the amount of 60 characters.
- Enter a unique description for each page in the meta description tag, using one or more target keywords assigned to this page. Do not exceed 155 characters.
- Include the target keyword in the URL of each page.
- On each page there should be one (and only one) h1 tag, ideally including the target keyword. If there are additional headers (h2-h6), then place them in descending order of importance below on the page.
- Any page of the site should be no more than two clicks away from the main page. If there are pages (or entire sections) that are buried deeper, try to link them to the main menu or the appropriate category page. In general, ideally, it is necessary to calculate how the weight will be distributed according to the links and on the basis of this to arrange a link.
- When you link from one page of the site to another, use one of the target keywords assigned to the page as anchor text or its part.
- If there are many images on the site, add the ALT tag to the pictures to make the search engines understand what your visitors see as the graphics.
- On each page of the site there must be at least 300 words of unique content that is not found anywhere else on the site (the rest of the Internet, of course, also);
- Start a blog on your domain and publish something in it as often as possible (for a start, at least twice a month). Write articles that you yourself would find interesting and that you yourself would like to read;
- Do not limit yourself to text: create videos, podcasts, webinars, infographics, illustrations, PDF - in short, everything that fantasy tells!
- Define for your product or service 2-3 main target audiences and create unique content for each of them. What problematic issues and distinctive features can best be described for their needs?
- Periodically break away from the actual promotion of your products and talk about other topics that are close to your audience and are related to the direction of your business. The more visitors will return to your site, the more likely the conversion in the future.
Build up link weight
- Take your top competitors, drive to Moz's Open Site Explorer and watch their "Inbound Links" (inbound links) from "Only External" (external only) sources to see who and where on the Web mentions them. Find reputable sources on the list and contact them to promote your products or services yourself.
- Identify people in your industry who have blogs or profiles on social networks with a large number of subscribers. Carefully watch what they write and, as soon as you have the opportunity to comment and advertise your own content to the place, do not use it.
- Make sure that your PR efforts are not in vain - if someone mentions you somewhere, a link to the site should be kept from your name or company name. Best of all - in the anchors of the links was the name of your brand.
- If on any site your name is mentioned (say, in the list of members of a professional association), be sure to leave a link with it.
Already done everything?
Here is a small bonus for those who are few:
- Add to your blog Author information in the search results;
- Set the CrazyEgg tracking on the main page and other key conversion pages. By collecting at least a thousand clicks, evaluate whether visitors use the main menu and calls to action or are distracted by irrelevant features;
- Use Google Analytics experiments to test alternative messages, images or page structures on those pages of the site, through which a lot of traffic passes;
- Check your website for webmasters for 404 errors and correct them via redirection 301.
- Check the performance of your website using Google Page Speed Tools, YSlow or GT Metrix and by think how to make it faster.
- See through the Google Mobile Meter how your site looks on mobile devices. If the site is poorly designed for mobile devices, or if the mobile version loads too slowly (longer than three seconds), then you will almost certainly lose potential customers.
Any additional thoughts on what other SEO tasks to add to these lists? Write in the comments.
This article continues the series of “Travel notes from burzhnet” based on Searchengineland. Com.
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