SEO promotion MLM. Search engine optimization of a selling website.
Companies in all business sectors, including network businesses, use the services of SEO specialists. Website optimization increases the likelihood that the company will be at the top of search results for many queries.
Website optimization is relevant for both new and existing companies. Regardless of whether you are promoting your business in the CIS countries or the USA and focusing on which search engine, the overall search engine optimization process remains the same. You can identify 7 main stages of work that an SEO specialist will have to do:
Formation of the semantic core.
The semantic core consists of thousands of search queries. Compiling a list of keywords is a rather complex task and, depending on the scale of the business and the website itself, may take several months. That is why the work is categorized and divided into sections so as not to postpone promotion. Expanding the semantic core can be done in parallel with other optimization and automation processes.
The core of primary key queries will be needed for:
- site visibility analysis;
- site structure formation;
- writing text to be placed on landing pages;
- external site optimization;
- creating headings (H1, H2) and metatags.
Metatags provide search engines with additional information about the site page. The main impact on ranking is made by the Title (page title) and Description.
Technical optimization.
Site technical optimization affects how search engines perceive the site and its usability for users. It is important to conduct a site audit to correct obvious errors in internal optimization, adapt landing pages for query groups, and remove duplicate pages.
At this stage it is necessary:
- Ensure server response speed, website page loading speed (can be checked in Google's SpeedTest);
- Set up multilingual support (if the site is visited by people from foreign countries);
- Create rules for forming URL addresses for filters and their intersections.
- Develop the logical structure and implement internal linking (connecting site pages with links).
- Configure secure connection and obtain an SSL certificate.
To entrepreneurs who value their reputation and monitor traffic, it is important to know the principles of SSL certificate operation.
Content Optimization.
For companies engaged in network marketing, it is important to know how potential distributors and customers search the Internet for your type of products and business opportunities.
Create unique metatags (Title, Description, Keywords) and H1 headings based on search queries for those pages where it is necessary. For promoted pages of the site, texts are composed that include key queries, naturally, taking into account the current requirements of search engines. The textual content of the site also affects the ranking of pages for high-frequency and low-frequency search queries.
Improving Website Usability
Search engine algorithms take into account how users interact with the site (behavioral factors). At this stage, it is important to increase the user's time on the page and reduce the bounce rate. Simplifying navigation and providing content relevant to the topic will help with this. Properly formatting the "About Us" page will increase the trust of visitors and search engines.
In mid-2018, Google informed website owners about readiness for mobile indexing, so a site's visibility will significantly increase with its adaptation for mobile devices. A mobile version of the site will help increase the conversion rate among phone users.
Make sure that when visiting the site from a mobile device, the informational material and navigation elements are displayed correctly, and the pages in the mobile version of the site load within 1-2 seconds (optimal page loading speed from a phone - up to 3 seconds).
External optimization.
To improve the reputation of the site in the eyes of search engines, it can be done provided that authoritative sources link to your resource.
You can use link exchange services, add natural links from forums, Q/A services, and platforms for content placement.
Moreover, by creating useful and easily digestible content, users will spread your site link themselves.
WordStream calculated that a third of online time is spent watching videos, and over half of video content is viewed on mobile devices. This indicates an increased demand for video content and the importance of using YouTube as an additional lead generation tool, combining it with article writing. Additionally, Google now recognizes and indexes links from video descriptions.
BrightLocal reports that over the past year, more than 50% of users have used voice search to get information about local products and services.
According to BrightLocal:
- - Google generates quick answers from top-ranking page content.
- - Half of voice searches are location-based. To effectively rank within a specific location, businesses need to be listed in local listings. Google displays them above the main search results or in the right-hand panel.
In 2019, it is not enough to just generate content. It is necessary to consider:
- - The amount of information on the internet is growing, and the competition for a place in search results is intensifying;
- - Users expect high-quality content with a thorough exploration of the topic;
- - Search engines take into account the authority of the author or brand creating the content;
- - involve experts;
- - make texts structured and easy to understand;
- - thoroughly cover the topic of each article;
- - update textual material and do not keep outdated information on the site.
- - simplify order forms (for product companies).
- - optimize ways of contacting managers.
- - set up personalized email campaigns.
- - analyze existing reviews about the company on the website or external resources and take into account the feedback.
- - mobile adaptation;
- - optimization for voice searches;
- - audio podcasts and content optimization for video.
- - working on technical characteristics, site structure, and improving user usability;
- - building up the link mass and attracting traffic through articles on the site's blog and external resources.
- - using hidden links and invisible text;
- - creating a network of sites (doorways) from which links to the site come;
- - overly optimized pages with a large number of keywords (keyword stuffing);
- - boosting behavioral factors;
- - mass spamming through comments on other sites and blogs.
- - Google search algorithms are being improved using machine learning and learning to evaluate content like humans.
Don't focus on the quantity of content for the site, prioritize its quality and care for users. To write quality material:
Increase the conversion rate from visitors to customers.
Conversion refers to any desired action you expect from a user. This can be ordering a product or service, subscribing to the company's newsletter, or registering on the site. In fact, increasing conversion is a comprehensive task that requires knowledge of design, usability, email marketing, and skills in creating quality content.
To increase conversion, first of all, you need to:
These are just a few of the nuances that affect website conversion.
Step-by-step optimization of pages by sections, gradual implementation of improvements.
SEO specialists consistently make changes to the site structure, expand it, make edits to texts, meta tags, etc. Search engine algorithms are constantly being updated, which requires adjusting the site promotion strategy and constantly improving it for users and search engines.
According to data released by Kameleoon, 75% of sites with monthly traffic of more than 1 million visitors conduct A/B testing.
A/B testing (split testing or Split URL testing) - an experiment conducted to confirm hypotheses about potential site improvements.
Split testing shows what works for your audience by analyzing the effectiveness of changes. A/B testing allows you to compare the current version of the page with a new variant for further optimization.
To remain competitive, it is necessary to modernize the company's website at a rate that is multiple times faster than search engines implement algorithm updates. In the near future, it is worth implementing and perfecting such SEO trends as:
CONCLUSION
Optimizing the company's website should be done naturally:
These methods do not violate search engine rules or deceive algorithms.
When using "black hat" promotion schemes, the site risks falling under search engine filters and losing traffic altogether. Prohibited methods include:
Undoubtedly, there are many nuances that are beyond the scope of this overview. Based on years of experience and cases, the team at FlawlessMLM takes into account the nuances of SEO promotion when creating solutions for its clients.
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