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How to promote your website on Google: Current nuances for 2021

Google is the most used search engine worldwide and the primary traffic channel for many sites in both the Russian-language and English-language sections of the Internet. Website promotion on Google is the best way to increase Internet traffic in CIS countries. China is an exception, with its search engine Baidu still a monopoly.

Google website promotion is difficult because visibility in search engines depends on many factors, and Google employees have stated that there are more than 200 factors. It is difficult for the optimizer to influence many ranking factors directly. Therefore, it takes considerable experience and skill to promote your website effectively.

Google search engine optimization has many advantages

The Google search engine is the most popular traffic channel. Each day thousands of search engine users type queries. Your resource can provide the answer. Your position in search results will determine how many users you can reach. They may also be looking for the information, products, and services that you offer.

High-quality search engine optimization results last a long time, and you will not lose ground quickly even after you have finished any promotions. Key queries will remain at the TOP until their advertising allows them to be overtaken by other resources, which can be avoided. After completing your internal optimization, we recommend that you “keep the site in good shape,” regularly inspect for technical errors, and not stop external optimization. This will enable you to continuously improve your position without incurring high costs or volumetric improvements.

Google Ads: How to Promote Your Site

Google traffic can be obtained in two ways: organic search results or ad units. Let’s take a closer look at each.

You can search for advertising results faster because you don’t have to wait for rankings to increase. It takes less time to launch and optimize an advertising campaign than it does to optimize a website.

This method comes with its limitations, including paid traffic. The site is transferred to your site once you have paid for it. After the campaign ends, the spot disappears in the ad units.

Organic search promotion is more labor-intensive because you must optimize the Internet resource and create content. You also need to build up the link mass. You get search traffic for free and high rankings last even after you stop doing any promotion.

SEO is therefore considered to be a more efficient promotion method over the long term. We will also tell you about organic search promotion.

Website optimization for mobile devices

Search engines consider how mobile-friendly the resource is. This refers to the page structure, which should be easy to use with smaller screens and faster loading times.

Mobile optimization is an essential step in search engine promotion, as more than half of all search queries on Google are made from mobile devices. Mobile users are the most critical part of search engine promotion, and a significant portion of visitors will return to the search page after they click on it. If the site does not take into account its interests, its behavioral factors could be severely affected. This will result in a negative impact on the positions and will cause the resource to lose both desktop and mobile traffic.

Google experts suggest following the Mobile-first principle to avoid this. This means that you should consider the ease of use for those with smaller screens when designing a site. The site must have a responsive design that automatically adjusts to screen resolution. Or a mobile version, which redirects smartphone users to a separate domain. Learn more about each one here.

The following criteria must be met when viewing a site from a small-screen device or mobile phone:

1. Only vertical scrolling – The page content must fit across the entire width of the screen.

2. sizeable readable font;

3. Large buttons, ideal size 10×10 pixels

4. Absence of elements not supported by phones, such as Flash-animations

5. To eliminate accidental clicking, there is a considerable distance between buttons and links.

6. It is also recommended to reduce the page’s “weight.” This includes compressing images, removing unnecessary graphics elements, enabling caching, and reducing animations. Because non-mobile users don’t always have access to the Internet at the best speeds, site pages load at the same speed when viewed from a computer.

Website loading speed

It takes on average 2-3 seconds to load a page. This indicator is affected by the page’s weight (the number and quality of images, videos, and animations), the place where it is hosted, the speed at which information is transmitted and processed, and the size of the resource and active users. This is an essential factor in ranking, and it influences non-behavioral indicators.

Google’s bounce rate directly impacts a website’s loading speed. Visitors leave more frequently each second. If the visitor is forced to wait for the first page of the site to load, likely, he won’t want to return to it. This can lead to rejection and loss of potential clients.

Google PageSpeed allows you to check the loading speed of any site. It evaluates all factors that impact loading time except the speed of the user’s Internet connection.

SEOs can reduce the waiting times for your visitors by doing the following:

Optimize rich content – image compression and different resolutions in preview, detailed, lazy loading, etc.

Optimize the code – reducing requests between the server’s browser and the user’s browser by removing unnecessary elements from the CSS code and JS codes and setting priority for loading content: at the beginning CSS and end JS.

Enable caching – a portion of the data is stored within the cache memory of users who have previously visited the site;

The choice of hosting also affects the speed. The server is closer to the audience than the one you are using, so it takes longer to transfer data. If traffic is increasing rapidly, there’s a chance that the server cannot handle all requests. It is, therefore, better to select a hosting provider that has enough computing power.

Malicious code or viruses can also cause slow loading. This can be avoided by using only licensed software such as plugins or design templates for CMS.

Optimizing content and internal site performance

Internal optimization is the process of optimizing the site. This stage is the most complex and time-consuming, and it involves technical optimization, content optimization, and improving usability.

Analysis and collection of information

Experts first gather information about the resource and the niche it will be promoted. Conducting a site audit will allow you to identify the site’s most fundamental errors and shortcomings and suggest ways to improve its visibility.

After the audit, specialists begin to analyze the market, including its coverage, demand dynamics, and main competitors. A portrait of a customer is also created at this stage, which shows the key characteristics of the central segment of the target audience.

1. gender;

2. Age

3. Region of residence

4. Social status

5. Interests

6. Pains and motives

It is equally important to conduct competitive research. Optimizers can learn:

1. Content of competitive resources

2. Structure

3. The dynamics of the change in the link profile;

4. semantics.

5. Specialists create a website promotion strategy based on the pre-project research. This takes into account both the positive and adverse experiences of competitors and the characteristics of the target audience.

Technical optimization

After assessing the site for any technical issues that could hinder the promotion or correct operation of the resource, they make recommendations to improve it. Let’s examine the critical aspects of the job.

Indexing is the process of creating indexing, and indexing is a critical factor in the growth of promotions. Optimizers make robot.txt, a file that allows a search engine to crawl a resource. This is necessary to ensure proper indexing. Sitemap.xml can be used to speed up site check by search. This is a sitemap that search bots use to navigate and set the priority of different pages.

Meta tags are essential. This is the second factor that drives internal optimization after content. It is an art form to create a Title and Description. There are many articles online about collecting working meta tags properly, and the correct answer is “no.” It all depends upon the subject matter, semantic core, marketer’s work, and SEO specialist. There are two main principles to forming meta tags: unique (relatively to your site) or relevant to the content they lead.

Internal linking. It is a way to link to other pages and show authority. This is done to increase the popularity and ranking of commercial sections or if the relevancy of the pages doesn’t match the chosen keywords.

Page optimization. Each page at Google has its Page Rank (PR). Each commercial page must be filled with unique content. Groupings of requests can also collect the semantic core. Special meta tags are required for each page.

They shouldn’t. Broken links and 404 errors. Screaming Frog and other special services will scan your site to find the problems and fix them systematically. They can clog up search results and lead to rejections.

Make extensive use of LSI search suggestions and copywriting.

Higher search engine promotion rates are possible for sites that have more valuable content. The success of a project is determined primarily by its text content. Information blocks must be easily readable, provide helpful information to users, include keys, and relate to the overall meaning of the page. The most important thing is the page’s uniqueness. Google will punish plagiarism with severe fines and filters.

You don’t have to include many keywords in the same place to promote content. Over-optimization can lead to text omissions that will affect readability and behavior. There is also the possibility of being penalized. The topic of the content is recognized by search engine algorithms very accurately and without duplicate entries.

It is more efficient to use LSI Copywriting, a text-writing technique that focuses on hidden semantic indexing. It is essential to use words that are often associated with keys and their synonyms in your text, which increases the relevancy of the page and makes it easier for users to read.

Google search suggestions can be used to expand the meaning of the text. These keys and LSI bindings are similar to those used by users in conjunction with the query body.

Structure your text to keep it appealing and easy to read.

1. Divide into sections and subsections to facilitate navigation

2. Break up the paragraphs – This makes the text appear less dense and encourages the user to continue reading.

3. Lists can be used to give the most critical information in the abstract.

4. Google also considers the expertise of authors who created the content. Articles with the author specified and information about them on the site is ranked higher. Rankings will be higher if the author is an expert on the topic.

Website promotion in Google using video content

The site’s videos significantly increase the average time spent on it. Internet users best understand this type of content. Video content can be added to improve your rankings and increase audience engagement.

Let’s look at the most important ways you can use video on your site:

Client reviews can be viewed in the video. This format makes feedback much more credible. Site visitors see more than just text from an unknown author, and they also get to read the story of a natural person sharing their favorable experiences with cooperation. To encourage this type of feedback, you can offer discounts, bonuses, or other incredible deals.

Video of product overview. A product overview video can help increase conversions by providing as much detail as possible about the purchase. When reviewing a product, it is essential to focus on the most appealing features to the customer.

The home page has a welcome video. It’s a tool to build trust and loyalty among potential customers who visit your site. A video can convey information much better than any text block.

Video instructions. These instructions can be used to attract users to the site, and they are easy enough for anyone to understand and visual, and video format material is easier to absorb.

Videos uploaded to the site include search results for videos and are often included on the main search page as an additional block. This will allow you to get more referrals and increase visibility for your resource in search.

Videos are not just for the website, and YouTube can be used to promote your content and attract a targeted audience. This is a great way to expand reach, build brand reputation, and educate your target audience.

Micro-markup and structured information can increase the potential for website promotion.

It is essential to organize the content of the site for both the user and the search engine. Use the micro-markup to do this. It is recognized by the majority of search engines around the globe.

Micro-markup allows you to designate various types of content on your website, which will enable you to improve the SERP snippets. Here are some basic examples.

1. Extended snippet with a brief answer to a user’s request

2. Video or image displayed next to the title

3. Access to site search instantly in the search results

Your CTR can be significantly increased if your snippet is compared favorably to other search results. It is important to remember that if you provide a complete answer for the user’s request in the snippet, it can reduce clicks to all search sites, even your own. This is possible because the user has found the answer to his request and does not have to click the link to the site.

Because it organizes your content, micro-markup can increase the relevancy of your content to search engines. This allows search engines to crawl a resource more quickly without spending too much on crawling.

Bread crumbs are another valuable aspect of micro-markup. These links show step-by-step the shortest route from the homepage to the current page. They are taken into consideration by Google when ranking because they make navigation easier. Additionally, indexing is faster when breadcrumbs are used.

Semantics is key to website promotion success.

Because it determines which queries the site can be found in, the formation of the semantic center is an important stage of search engine optimization. Optimizers use services such as Yandex Wordstat and Key Collector to collect semantics. Experts expand the site’s semantics using similar keys that users use often.

Relevance is the most critical aspect of keywords when adding them to the CL. Avoid words that could lead to unsuitable traffic. You might provide certain goods and services related to your topic but not the actual products or services. You should also exclude names of countries or regions where you don’t work. Collecting the semantic core is more labor-intensive if the Internet resource is more extensive.

Low-frequency keys should not be ignored. These queries are usually those with lengthy “tails,” which can be considered refinements. You could indicate the product’s features and location: “buy winter jacket for women in New York” instead of “buy jacket.” If you respond to the first question, your chances of getting a buyer to buy are higher.

Low-frequency keys are also less competitive, making it easier to move up in the ranks. Optimizers will often promote young resources with low-frequency operators.

After collecting the relevant queries, they must be combined into the thematic group – to cluster. Each cluster is on its page. It is common to make changes to the site’s structure when expanding the CJ.

Let’s look at the most important ways you can use video on your site:

Client reviews can be viewed in the video. This format makes feedback much more credible. Site visitors see more than just text from an unknown author, and they also get to read the story of a natural person sharing their favorable experiences with cooperation. To encourage this type of feedback, you can offer discounts, bonuses, or other incredible deals.

Video of product overview. A product overview video can help increase conversions by providing as much detail as possible about the purchase. When reviewing a product, it is essential to focus on the most relevant characteristics to the customer.

The home page has a welcome video. It’s a tool to build trust and loyalty among potential customers who visit your site. A video can convey information much better than any text block.

Video instructions. These instructions can be used to attract users to the site, and they are easy enough for anyone to understand and visual, and video format material is easier to absorb.

Videos uploaded to the site include search results for videos and are often included on the main search page as an additional block. This will allow you to get more referrals and increase visibility for your resource in search.

Video content is not just valuable on the website. YouTube can be used to promote your videos and attract a targeted audience. This is a great way to expand reach, build brand reputation, and educate your target audience.

Micro-markups and structured data can expand the potential for website promotion.

It is essential to organize the content of the site for both the user and the search engine. Use the micro-markup to do this. It is recognized by the majority of search engines around the globe.

Micro-markup allows you to designate various types of content on your website, which will enable you to improve the SERP snippets. Here are some basic examples.

1. Extended snippet with a brief answer to a user’s request

2. Video or image displayed next to the title

3. Access to site search instantly in the search results

Your CTR can be significantly increased if your snippet is compared favorably to other search results. It is important to remember that if you provide a complete answer for the user’s request in the snippet, it can reduce clicks to all search sites, even your own. This is possible because the user has found the response to his request and does not have to click the link to the site.

Because it organizes your content, micro-markup can increase the relevancy of your content to search engines. This allows search engines to crawl a resource more quickly without spending too much on crawling.

Bread crumbs are another valuable element of micro-markup. These links show step-by-step the shortest route from the homepage to the current page. They are taken into consideration by Google when ranking because they make navigation easier. Additionally, indexing is faster when breadcrumbs are used.

Semantics is key to website promotion success.

Because he determines which queries the site can be found, the formation of the semantic center is an important stage of search engine optimization. Optimizers use services such as Yandex Wordstat and Key Collector to collect semantics. Experts expand the site’s semantics using similar keys that users use often.

Relevance is the most critical aspect of keywords when adding them to the CL. Avoid words that could lead to unsuitable traffic. You might provide certain goods and services related to your topic but not the actual products or services. You should also exclude names of countries or regions where you don’t work. Collecting the semantic core is more labor-intensive if the Internet resource is more significant.

Low-frequency keys should not be ignored. These queries are usually those with lengthy “tails,” which can be considered refinements. You could indicate the product’s features and the location: “buy winter jacket for women in Kyiv” instead of “buy a jacket.” If you answer the first question correctly, your chances of getting a buyer to buy a product are higher.

Low-frequency keys are also less competitive, making it easier to move up in the ranks. Optimizers will often promote young resources with low-frequency operators.

After gathering relevant queries, these need to be combined into a thematic group – to cluster. Each cluster is on its page. Therefore, when expanding the CJ, it is necessary to modify the site’s structure.

How can you make the site more user-friendly and appealing?

To make the site more appealing? Its ease of use, design, navigation, and utility. These are the key elements that make the Internet resource so popular. Let’s take a closer look at each one.

It is important to simplify the interface to make it user-friendly.

  • Eliminate unnecessary information
  • Reduce the length of your content.
  • Reduce the number of steps required to place an order

One striking example of this is the additional fields on order forms for online shops. You only need to provide your name, payment method, contact information, and address to make a purchase, and you don’t need to fill in many fields, such as your patronymic and last name.

Do not try to squeeze as much information onto one landing page. Even if you are interested in collaboration, the average Internet resource user will only read 20-30% of the content. You should include information that could influence the decision at the beginning of your pages, such as benefits, discounts, and bonuses.

How to spot flaws in a site that could reduce its effectiveness

An audit is a thorough analysis of the site that identifies and eliminates errors. These types of audits are based on what experts determine.

Technical audit: This is a review of the site to determine if any technical issues could affect search engine promotion or the proper operation of the resource. Search engine programmers and optimizers perform it.

An assessment of the usability of an Internet resource. This includes an interface, navigation, and tools. UX/UI specialists carry out this type of research.

Comprehensive search audit: The study of all factors that affect the effectiveness of search engine marketing. This includes technical analysis, usability assessments, research on link mass and content. This is done by an independent team that consists of an SEO, marketer, interface designer, programmers, and a marketer.

Marketing audit – A study of the effectiveness and efficiency of all marketing tools used to promote a site. An experienced marketer can conduct a full-fledged audit of a site’s marketing strategy. They often use the expertise of programmers, UX designers, and programmers to assist them.

Google is looking for high-quality links to promote websites.

Link building is an essential external optimization factor, and it is also one of the most critical SEO processes. The project will soon become less competitive if it does not acquire external links.

Google website promotion should be done in phases. First, site preparation is necessary – this refers to internal optimization. Then, you can start building links mass slowly. Technical errors, low-quality content or functionality that is not working, etc. All of these things will render external optimization ineffective and pointless.

Without building a link mass, chances of being in the top positions on search results on Google for highly competitive topics are slim. External link analysis services such as Ahrefs can help you verify the work of your experts. Our specialists compile a periodic report to assess the quality, trust, quantity, and trust of all backlinks received.

External optimization refers to the creation of an external link profile. Link building professionals compile a list that includes information sites and other resources relevant to your niche. From this, they can obtain links. They then start to post backlinks using paid or guest content publications.

These links are the best for website promotion because they are placed on websites with high traffic and trust. It is also essential to keep the same topics in mind, and the search engine considers this and allows you to drive traffic to your site via a backlink.

Social media activity

The growth of a site or business is positively affected by promotion on social networks like VK, FB, and Instagram. This is due to behavioral factors. This is still a question that SEOs are pondering about whether it is a direct Google ranking factor. Although employees from the company didn’t confirm the information, they did not deny it. Elit-web’s experiences in simultaneously promoting projects in search engines and social networks show the positive effect of the latter on position growth speed and quality.

Register your site in catalogs, rating systems, and aggregators

The more authoritative the resource is, the better. Google services should be given special attention: Google Maps and My Business are necessary conditions for promoting local businesses and companies with a physical address. These services allow you to provide additional information about yourself to potential customers outside of the site, increasing the reach and number of contacts for your target audience.

Catalogs and aggregators are a great way to get customers to your site early on in the process of site promotion.

Crowd marketing

Online reputation building. Here, both automated and manual labor is used. Although the direction is still relatively new in promotion, it already has excellent indicators for improving reputation and positions via keywords.

Local search is a good idea.

Local search is crucial for smaller organizations that work in a single region. It will help you improve your site’s ranking in search results for users in your local area.

How to improve your local SEO

It is essential to select the correct domain zone. This domain zone will guide the search engine and determine the area of promotion. Use.ru or.ua if you offer services in the same country.

Let’s focus our attention on the Ukrainian zone.ua. It is essential that you understand that.ua can only be used for trademarks registered in the United States. Hosting a site within this domain zone will incur additional fees. There is a positive side to.ua: Internet users trust it more.

Registering your company in Google Maps is essential. Include the address, up-to-date information regarding the hours of operation, services offered, and any other pertinent information. This will enable you to get additional traffic through the service.

SEO promotion for a local website: Internal optimization

To improve local search results in a specific city or region, specialists optimize the semantic core. Keys are used to indicating the promotion region in the various requests. For example, “buy children’s shoes Los Angeles,” “Sushi delivery New York,” etc.

While giving place names can boost your search rankings for your area, it can also cause you to lose rankings in other areas. This tactic is not recommended for small businesses that do not intend to expand shortly.

Optimizing a website for voice search

Voice search is gaining popularity with Internet users, and this trend is common in Western Europe and the United States. Although it is less common in Russia, Ukraine, and other CIS countries, this search format will likely gain popularity this year. It is, therefore, better to prepare the resource ahead of time:

The headings and subheadings should be written in the same format as the question. Use prefixes such as “How …??” Use the prefixes “How…?”, “Why …??”, “Why…?” You can also use these to help you find the answer, which will allow search engine algorithms to choose the answer to your query more accurately.

Send as much information about the company as possible to the user.

  • Opening hours
  • Physical address
  • A complete list of contacts
  • A list of goods and services

Micro-markup is a way to improve site content.

A sitemap.xml can be created to help bots index a resource’s content faster and find the answer to a voice question.

Use long-tailed bass keys. Your site will be more visible for voice searches if you can provide a concise and relevant answer.

These tips will help the search engine index the resource’s content more accurately. Even if you don’t believe voice search will bring you traffic to your site soon, these recommendations are essential as they help to grow positions in search results.

Protection with the HTTPS protocol is a mandatory attribute for SEO website promotion in 2021

Encryption of user data is a prerequisite to promoting any site. You will need to connect a secure SSL cert. This encrypts data during transmission between the user’s browser and the server, thus minimizing the possibility of it being intercepted.

Site URLs that have a security certificate begin with HTTPS. Search engines and users consider this when ranking sites. Many browsers will alert you by clicking on sites that don’t have SSL. This can seriously impact traffic, behavior, and conversion rates.

Promoting a New York job search website is a good idea.

Google website promotion

Can I ensure that the resource is promoted in the search by myself? You can optimize small resources without optimizers if you have the time and skills. However, one specialist is not sufficient to develop large-scale projects.

It is important to remember that different team members can perform multiple stages of promotion work simultaneously. This will allow you to optimize your time and speed up the growth of traffic. You will need to complete tasks sequentially when developing a website project. The terms in this instance will not be measured in months but years.

Google tools for website promotion

There are always new SEO and SEM tools on the market to support internet marketers. Some devices are paid for, while others are free. Services and applications that analyze different aspects of website optimization are constantly being developed. Which programs are the most effective in a brutal battle to rank high on organic search results? There is no clear answer to this question, and it depends on how many experts and what subjective opinions you have. Google offers free website promotion tools, and it is worth looking again.

Google Trends

Google Trends is a great SEO tool to help you find blog topics, check popular queries and identify the seasonality of keywords. SEO professionals do not recommend this app as it provides statistics about the monthly average number of searches for particular phrases. Google Trends can be an excellent resource for inspiration in content design.

Google Keyword Planner

Every SEO professional is familiar with Google Keyword Planner. Here you will find information on the popularity and competitiveness of keywords and the difficulty of the promotion. Most external keyword analysis apps download this tool, which is the best source of information, although it may not be sufficient for accounts that do not have a Google Ads campaign.

Google my business

A website is not necessary to provide information to customers about opening hours, promotions, and the current range of products. This online SEO tool is a great option. All this information will be available to users through their Google My Business profile. Proper optimization of business cards supports local company promotion. To improve your visibility in your local area, customize your company page and follow reviews.

Google Search Console

Search Console is essential to promote your website effectively. This tool will help improve page indexing, identify all areas with flaws, and check the domain’s visibility within search results. Search Console provides valuable information that makes it easy to assess site optimization.

Google Analytics

Google Analytics allows you to track site traffic, sessions, unique users, and time spent on each resource page. You can evaluate the effectiveness and efficiency of website promotion with graphs, reports, and statistics. Many questions can be answered by a basic understanding of how to use this SEO tool from Google.

PageSpeed Insights

Slow loading pages can affect the site’s ranking in search results and conversion rates. Users will leave the site if it is slow loading.

Is your website mobile-friendly? Google PageSpeed will assist you in answering this question.

Google Tag Manager

Google Tag Manager allows you to embed marketing code codes on your website without modifying the original files. You can cancel any modifications made in a separate panel if they don’t work.

Google Data Studio

Data Studio can provide complete reports that combine data from multiple applications, such as Google Ads analytics or external sales tools. Another Google tool is Data Studio. This tool makes it easy to evaluate the effectiveness of paid advertising campaigns, website promotion, and social media campaigns. The list is kept up-to-date and is a nice feature.

Structured data testing tool

We can mark up specific sections or elements of a webpage with microforms to draw Google’s attention. It is easy to make mistakes when implementing structured data that could adversely affect the site’s ranking. It is worthwhile to test the accuracy of the tag implementation with a data testing tool, and you will be able to see the hint if something is wrong.

Site visit statistics – counters and tools

Google SEO Tools – A free source of valuable and helpful information

Google offers many useful and exciting apps. These programs are generally trusted. Google’s tools and services are worth considering when promoting sites. We get information directly from Google, which can sometimes help us see site optimization from a different perspective.

Conclusions

Promoting your website in Google Search Engine is a great way to increase traffic and profit. This requires the assistance of qualified specialists, and Elit-Web’s most skilled SEOs and marketers are available to assist you in this endeavor.

The agency offers SEO-website promotion through Google. We aim to bring traffic to your site and optimize it for business goals such as increased conversion, average check, return of investment. Our clients get a site with high traffic and an effective tool for their business.

FAQ

How long does it take for a website to be promoted on Google?

Complex SEO promotion. Even an expert specialist cannot give precise dates. It all depends on the resource’s age, competition in the niche, and the site’s uniqueness. Also, it depends on how systematic the work of the team is. An online store that has approximately 1,000 pages will require at least two to six months of assistance.

Is Google Ads advertising a website’s promotion?

This is one of your best ways to promote your site when it launches. It is essential to understand that conversion rates decrease when advertising funds run out.

Google’s link mass influences website promotion

The search engine ranks sites that are linked to authoritative resources positively when they make transitions to them. It is impossible to reach the TOP without increasing the link mass, particularly for highly competitive topics.