Misconceptions proper SEO
When you start a new product in the case of site changes, it is time to use SEO. You must give a site to for SEO professionals in this area, and there is a logical chain of a number of issues: what factors affect website promotion and how it works, how to evaluate the work. Below we have the team of experts from Traff picked up basic misconceptions of the clients regarding search engine optimization.
Delusion number 1. Traffic as doping for sales
Once in the office we came up with the client. Went through his report for the last three months: the indicators of your website is magnificent, but sales are not growing. Started to identify the cause.
Did a site audit. It became clear: the site receives new traffic with low conversions, I mean new customers. Old customers, who entered the queries with the name of the company the conversion showed a 13 times higher efficiency.
Visited clients site for the first time, not what not to buy and not familiar with the company.
The question on which we focus, and why this trend persists and how to fix it? We found the following cause, the site completely lacks ease of use for ordering, in the specific example on the website had to go through very time-consuming registration process.
Conclusion: except for the organization of work SEO also need to work with major databases, such as usability, content and design.
Delusion number 2 the Futility blog from a commercial point of view
I think that blog is a waste of time? Suppose, testing of information requests empty scheme? We need those who will buy and not read?
We fully agree: if you want to quickly and immediately do a landing page and context. But if you want slow and standing orders — do blog. Cleverly written article with the right distribution of keywords will convert traffic into sales, this is one of the smartest tools for heating of the audience as social networks. Articles should be informative, easily readable, and most importantly NO ADS!
Don't forget about the proper choice. This may be due to access to TOP information requests, the answers to which are looking for your target audience. Useful "Yandex" or Google. Choice of words," polls, forums, personal conversation.
Wrong: «How to choose shoes for 10 years» will be written in the blog of the company that sells sneakers. This article may be interesting to the ordinary layman, but not producers.
Right: «shoes for everyone: a stylish, emphasize the individuality, high-quality». But this is a catch practical entire audience on the Internet.
Conclusion: the blog will be profitable only in that case if will take into account the specifics of the company.
Misconception number 3. A universal metric for SEO
SEO is not only Lids* or with the application site. Not all sites are designed for making online applications. Contracts for multimillion-dollar construction, purchase of industrial equipment, requests for tenders — these things are not done in a single click. But the client can learn about the company from the search results.
Graphs of transitions from search engines should not speak for itself, they have to shout about it.
For sites with high reputation in Traff recommends that you assess the items as well as organic traffic via keyword queries, and of course sales where the same without them.
Conclusion: there is no single indicator of efficiency, definitely suitable any business.
Misconception number 4. Personalized results
Different Internet users for the same query in the search engines only see their individual results. Why is this happening? Because it is based on many factors:
- what sites people visit most often
- what are the indicators of these sites
- how to behave on other users
- a whole list of other not less important details
According to this, no matter how you try, you or your SEO specialists, website may not be in the top ten of search engines in some users, and others to be always in the Top.
The first thing to consider strengths, namely brand and to achieve recognition through various channels. Moreover, if behavioral factors are not allowed to go in the TOP even to new customers.
Conclusion: SEO is not a panacea. You need to work with the brand rather than invest the time to fully position reports.
Misconception number 5. First, think about design, and then only on SEO
Many people mistakenly believe that you must first design the site and only then think about how to promote the project in the future. The number one goal in this period – make a beautiful website.
In the presence of a beautiful design, the site can even in the low-frequency queries do not go to the TOP of search engines. Only then the head begins to realize that something's wrong and turns to Seo experts. The children in turn begin to write a good text, but in the existing design of the site, it is unclear where and how this text post. This begs the question, what were you thinking? In the end, in the pages of the site there are large blocks of content with a small proportion likely someone will read it.
SEO block seen from a distance. In basement all not to hide.
If you pre-study requirements page, the development will go easier. A copywriter will write the text based on the portrait of the audience, optimally placing keywords. The web designer will have the entire amount of text so that it was easy to read, highlighting important aspects, hiding the details from the drop-down lists. Coder will not forget that all the elements loaded with AJAX, it is necessary to configure the indexing robot. And here is the website grow position and appearance in order. Don't forget to structure, add pictures, some text hide under the lists.
Conclusion: consider at the design stage of the text that would be required for promotion. In the design of the watch only work content.
Misconception number 6. SEO does not require professional knowledge
Something in SEO is one-time. Reading the article, you can learn the tools. Over time, however:
- changing algorithms of the search engines;
- the site has accumulated behavioral factors;
- activated competitors.
Every two to three months, depending on how much will these three factors, we must re-audit and make adjustments.
Conclusion: if there is no time to track changes in the algorithms — leave this to the professionals.
Attention only Handmade!
SEO cannot be automated, you need an in-depth study of the site and scope of the company, a clear delineation of tasks.
Do you think this is technical defects or usability problems?
- The main page is written correctly, but its title "Home".
- The product card is missing the "Order" button.
- Too big for the application form to fill in.
- Link to the letter of confirmation of the order leads to nowhere.
Similar stories occur constantly. Pitfall SEO — blurred boundaries between the technical aspects, usability and marketing component. My opinion: in any case, you cannot just take and ignore the obvious mistakes (even outside of the technical part), it is necessary to think about the client and to work on promoting the site a whole team rather than by using a single SEO person.
* The term "Leads" refers to the specific action that would benefit, such as making a purchase, subscribe newsletter, submission and registration on the website.