- August 17, 2019
- by admin@os
- Uncategorized
- 0 Comments
Even if the site has interesting, unique, user-friendly content, this does not mean that the resource will be popular. The competition in almost all areas is incredibly high, which means that you need to help search engines highlight your specific resource from hundreds of thousands of others. For this, site promotion is used.
Once upon a time, to promote a resource, it was necessary to purchase links and write a huge amount of SEO texts, but now this is not enough. The service has evolved into a whole complex of deep analytical processes designed to solve a number of problems.
In the broadest sense, site promotion is a set of actions, the purpose of which is to develop and increase the share of the resource’s visibility in search engines, attract the maximum number of targeted visitors, and turn them into buyers of goods and services.
- Analysis of visitor behavior. How do they find your site or app? How do they interact with it? How much time is spent on average on certain pages? Most site owners use only a small part of its capabilities. To achieve maximum efficiency, it is better to order the services of experts.
- SEO
Usually, non-specialists who talk about website promotion mean SEO. This service is a search engine optimization, i.e. bringing the resource to a state that will ensure its visibility for search engines. If you do everything right, the site will gradually begin to rise in the search results, which means that the probability of visiting it will increase. Almost 100% of search engine users visit only the first three links. Then the index goes down. Only about 20% make it to the second page.
How to get to the top lines of issue in the face of fierce competition? You need to resort to SEO-promotion of the site. It is carried out in several stages:
The first stage: work inside the resource. This includes fixing bugs, adding and reworking content, creating relinks, and more. Experts call these processes “internal optimization”. Keep in mind that different search engines have different requirements for the state of the site.
The second stage: external website promotion. You need to work on other resources, article directories, forums and other sites. The purpose of this stage is to increase the natural link mass, which will increase the “authority” of your resource and increase its position in the search results.
The third stage: holding the occupied positions. It is necessary to constantly analyze search results, competitor sites, follow the latest in SEO, and implement improvements to your site.
- Usability
The purpose of a commercial site is to sell goods or services to the visitor. Usability, i.e. ease of use of the resource, is one of the most important tools in achieving this goal. In fact, clients don’t care what methods were used during development – they are only interested in the ability to achieve their goal, and as quickly and effortlessly as possible. If the interface is pleasant, interesting and comfortable, the visitor will not only buy something from you – he will certainly return. And maybe even recommend the site to friends.
Statistics say that online stores lose about 50% of customers due to poor usability. A person who could not quickly find the right product is unlikely to waste his time – most likely, he will go to competitors, but he will never return here. Thus, work with usability becomes one of the most important tools in website promotion. There are several requirements that your resource must meet:
clear at first sight structure;
the ability to quickly determine where the required information is located;
correspondence of text to presentation formats.
When working with usability, you need to take the place of the visitor, imagine yourself “on the other side of the screen”.
The directions listed above give an effective result only in combination. If applied separately, they will not provide an increase in attendance and purchases.
- Advertising
Contextual. Text and graphic materials are located next to the search results. The main feature of contextual advertising is the focus on those users who may be interested in your products. The principle of action is simple: you create and customize ads with specific keywords. Users who enter these words in the search bar have a chance to see your ads. The system works on the principle of an auction – the more you pay, the higher the probability of a demonstration. Contextual advertising also includes retargeting and remarketing – displaying ads based on resources already visited by the user.
Media. Text and graphic materials are placed on special advertising platforms. According to the principle of operation, this method of website promotion is similar to advertising in conventional media, but it has advantages – for example, the ability to use animated images. In addition, the user interested in the ad can immediately follow the link and make a purchase.
And you can also insert advertising into the mailing list by subscription, or into clients of programs that users use.
- Email Marketing
Many underestimate this method of promotion. First, almost every network user has e-mail. Secondly, you can personalize messages by preparing text and design for a specific user. Thirdly, many recipients of interesting letters distribute them among friends and acquaintances.
Website promotion using e-mail newsletters can be carried out in the following ways:
Sending messages to subscribers. By registering on certain resources, users can agree to receive mailings on certain topics. There are open (which everyone can receive) and closed (strictly for certain recipients) types of distribution. They are also free and paid. The tool is effective due to its mass character. Letters work for the benefit of the site and the brand as a whole, reminding users of its existence.
Advertisement in mailing lists. You can order placement of your advertisement in letters from other companies. Usually we are talking about banners with hyperlinks, which are located in certain parts of the body of the letter. To achieve efficiency, you need to carefully choose the subject of the mailing list. For example, advertising courses for painters and plasterers is unlikely to bring results in letters to fans of expensive cars.
Individual mailing. A complex but effective tool that requires a serious investment of time and effort. Each message is directed to a specific user (or a small group of users). First you need to collect addresses and analyze the preferences of the recipient. The main advantage is that the interested user receives the letter, so the probability of a purchase is very high.
We should also mention “spam”. Spam is unauthorized mass mailing. Remember – in no case should you send a large number of promotional messages to users who have not consented to this. They do more harm than good, because they have a bad effect on the credibility of the company and reduce customer loyalty.
- SMM
This is an effective tool to attract attention to the resource, but for successful implementation, you need to know a lot of nuances. In addition to social networks, you can use its principles in communities, diaries, blogs, forums and similar sites.
The audience of social networks is huge – in fact, it already surpasses the audience of the largest TV channels. The main features of users of such resources are attentiveness and activity. The work of an SMM specialist has a lot in common with PR. You need to work directly in communities with the target audience, using direct and hidden measures of interaction.
Experts consider this tool one of the most promising. The following tools are commonly used:
Blogging – publishing posts, designing materials. You can create your own content or use existing content.
Communication in thematic communities, interaction with users, responses to comments.
“Agents of influence” – hidden marketing.
Thematic discussions.
Direct advertising. You can order a mention of your community from another community, or from a popular blogger.
Viral marketing.
Creating a positive information background.
Optimizing your site for social networks.
SMM does not give instant results. The tool is aimed at the long term. Its main advantage is low cost with the ability to achieve excellent results.