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1. Go to the search engine.
2. Set the search region – the city of Moscow.
3. Enter the query “Stretch ceilings Moscow” into the search bar.
4. At the top of the page, the first four results labeled “advertising” are displayed, followed by organic results containing 10 links. At the bottom of the page there are again four advertising links.
5. To analyze competitors, we will consider only organic results.
6. Go to the website of the first competitor and open the source code of the page (press the Ctrl+U key combination in the browser).
7. Open the search bar and enter the phrase “title” (without quotes). The first result, highlighted in orange, will be the page title. This title corresponds to what appears in the browser tab. For example: “Stretch ceilings in Moscow with installation.”
8. Next, look for the “description” line in the code to find the meta description of the page. The corresponding line is highlighted in orange, and the description is indicated in quotes.
9. We save data about title and description in a separate file for further analysis.
10. Return to the main page and continue exploring the site.
11. The site displays pictures with information about discounts and promotions with a timer counting down the time until the offer ends. This is a classic unique selling proposition (USP) that creates a sense of urgency for the customer.
12. To the right of the USP there is a feedback form. For large companies or individual entrepreneurs with employees, this form helps to collect contacts of potential clients. After filling out the form, the manager receives a notification and the client can be processed.
13. Why is it important to get a contact number? It's important to remember that companies are constantly looking for leads, but direct calls may not be effective. It is more profitable to process incoming requests, which helps to avoid “cold” calls and focus on those who are already interested in services.
14. Filling out a form on a website with an email address or phone number is called a “lead” in a marketing context.
15. Below the USP are the company’s advantages, and just below is a calculator for calculating the cost of services.
16. Non-standard website elements, such as calculators or widgets, attract the attention of users and help increase their time spent on the site. The longer a visitor stays on a site, the more likely they are to return in the future.
17. Increased time spent by users on the site is perceived by search engines as a positive factor influencing the position in search results.
18. Scroll through the calculator and get to the second contact form.
19. This form differs from the first one in that it includes a field for entering E-mail. This is an important element for E-mail marketing. In case the visitor is not ready to buy immediately, the company can send reminders via email, which significantly increases the likelihood of the customer returning.
20. Next comes the certificate section, which is also part of the marketing strategy that demonstrates the company's advantages.
21. After certificates, another USP appears, but now the emphasis is on a limited number of applications for a free consultation.
22. The USP is followed by a catalogue. The catalog structure resembles grouping queries into categories, which simplifies navigation and helps the user quickly find the information they need.
23. After the catalog we again meet the contact form. This is an additional way to collect visitor contact information, since E-mail marketing is one of the most cost-effective ways to attract traffic to a website.
24. Next comes a block of articles. The length of articles may vary depending on the specifics of the company, but in general, articles should be sufficiently informative and relevant to users.
25. The review section on the site also deserves attention. While companies often only post positive reviews, this helps build trust with new site visitors.
26. After the reviews, the company's advantages are again listed.
27. As a result, the structure of the site looks like this: USP No. 1, contact form without email, advantages of company No. 1, mechanics of engagement (calculator), information about promotions, contact form with email, advantages of company No. 2, USP No. 2, catalogue, contact form with email, block of articles, block of reviews, advantages of company No. 3.
28. The main emphasis is on the USP, contact forms and advantages of the company. Additionally, the presence of engagement mechanisms, informative articles and properly configured meta tags helps users quickly find the information they need, which contributes to a high ranking of the site in search results.
For additional tips and consultations on SEO issues, you can write to the SEO studio "SEO COMPUTER" by email: info@seo.computer
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