The first step towards understanding SEO services in Karachi is understanding what site optimization is for and what it consists of. We explain point by point.
What is SEO for
Search engine optimization – search engine optimization is the completion, development, and promotion of a site, taking into account the requirements of search engines.
Why do online stores, corporate portals, and even landing pages with business card sites need SEO:
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Growth of search traffic
Despite the popularity of social networks and instant messengers, Yandex and Google are at the top regarding attendance on the Runet.
Consequently, search engines remain the key sources of traffic to the site. So, according to Data Insight, online stores get about a third of visitors from search.
Content projects – corporate blogs, mass media, information sites that earn money from advertising – tend to have an even higher share of search traffic. But, again, this can be verified using Similarweb.
Media, brands, and agencies are interested in search traffic not only because of its potential volume. An important difference from other channels is that you do not need to pay for each click and transition to the site, as in contextual and targeted advertising.
At the same time, you cannot call search traffic-free, because especially at the beginning, you need to invest a lot in content, technical optimization, etc. But investing in SEO brings results and pays off in the long term (4 to 12 months).
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Improving user experience
The main task of a search engine is to give a high-quality answer to a user’s request. That is, choose among the many sites the most relevant, convenient, informative, authoritative. So, for example, search engines take into account when ranking:
- page loading speed – the faster it loads, the better the position in the search (all other things being equal);
- adaptability – ease of display in all devices, browsers, operating systems;
- Site security – the presence of connected HTTPS, the absence of viruses;
- The coincidence of words from the request with meta tags (title, description), since they contain additional information about the page for search engines;
- Availability of reviews, information on payment, delivery, guarantees
Thus, when you do smart SEO optimization, you increase traffic to the site and improve the user experience in parallel. Convenience and information content give the visitor a reason to stay on the site longer, come back more and more, place orders, leave applications.
What is included in the SEO of any website?
Search engine optimization of the site includes the following types of work:
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Preparation and planning
Before taking specific actions in SEO, you need to decide on goals, strategy, and promotion tools. For this, the following are carried out:
Audit of an active resource – the site is assessed to what extent it meets the requirements of search engines. In the process, errors are detected, for example:
- broken links (links leading to non-existent pages degrade the user experience);
- duplicate pages (copies of pages impede promotion, lower search rankings);
- slow loading of the site (there is a big risk that the user will not wait and leave);
- incorrect display on mobile devices (increases the number of bounces from the mobile audience, worsens the ranking).
Analysis of competitive sites – data collection and comparison on traffic and traffic sources, number of pages, search queries, visibility in search engines, and more.
Collection and clustering of the semantic core – selecting and grouping user search queries for which the site will be promoted. Taking into account the collected keywords and phrases:
- The structure of the site is determined (for example, a decision may be made to create additional pages, complicate the existing hierarchy);
- Optimization of meta tags, headers, text, descriptions of pictures and other elements on the site;
- Landing pages are selected for contextual advertising, and ad impressions are configured.
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Internal optimization
Internal optimization works include:
- filling the site with content – writing articles for a blog, filling in product cards in an online store, uploading videos to the site and other content;
- Prescribing unique meta tags (title, description) for each page and text optimization by the assembled semantic core;
- It is linking – linking the pages of a site with links (for example, in the article “How to use a product,” it is logical to put a link on the card of this product and vice versa).
Internal optimization also includes purely technical work:
- Setting robots.txt and sitemap.xml – these are files with instructions for search robots, which are needed, for example, to prohibit indexing of some pages and speed up the search for others;
- Setting up redirects (redirects) – which is important, for example, when moving a site from one domain to another (for example, site.ru → site.com), changing the page address (site.ru/trendy2018 → site.ru/trendy2019);
- Removal of duplicate pages and broken links, elimination of problems with responsiveness and loading speed, and so on.
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External optimization
The work on external factors starts when the internal optimization is well done, and all the technical work has been done.
External SEO includes the work of analyzing and extracting links to a website. You can get them, for example, by:
- Media Mentions – When a company writes articles on industry resources, gives interviews and expert opinions on a topic. Or it turns out to be in the center of a scandal, hype.
- Guest publications are when a company post links on thematic sites and in other people’s blogs for free or through barter.
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Behavioral factors
At the stage of development and testing, it is impossible to consider all the nuances of user interaction with the site. What initially seems reasonable to the developer and customer may be inconvenient for most visitors. Web analytics systems show how users behave on the site and allow you to build hypotheses for further improving the resource.
It is important to constantly study and take into account the user experience while working on the site. When ranking, search engines take into account such indicators as:
- View depth – the number of viewed pages. The more there are, the more interesting the site is for the user (though not relevant for landing pages).
- Time on the site is another indicator of a user’s interest in content, goods, and services.
- Bounce rate – the higher the proportion of those who immediately leave the site, the worse for its ranking.
- Repeat visits, direct visits – these metrics show that users know the site and trust it.
What is no longer included in normal SEO
The following methods are no longer include in the SEO promotion of a modern website. Some of them are outdate and ineffective; some are harmful and can lead to a deterioration in the site’s ranking in search engines:
Buying links on exchanges
A method that implies a paid and automated placement of external links to the site (filters “Minusinsk” from “Yandex” and “Penguin” from Google are struggling with this)
Run through catalogs, message boards, forums
Another way to artificially get inbound links to your site
Cheating behavioral factors
Imitation of the actions of real users that is, artificially improving the viewing depth, time spent on the site, and more.
Promotion by position (keywords)
Now it is also practically useless, as the search results become more and more personalized. For example, Yandex and Google generate results based on location, query history, device, and many other factors. So being at the top for a specific request does not make sense since each user has his top.
Conclusion
Now that you know why you need SEO and what website optimization includes, you can move on. It is a long time, difficult, and not very effective to master internet marketing by articles, videos, and books on your own. It is better to study for an online course with practicing teachers, homework assignments, analysis of real projects, internship, and employment opportunities. Especially if, in addition to SEO, other areas are studied there: SMM, email marketing, contextual advertising.