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Have you developed a website and are looking forward to a lot of visitors and calls from potential clients? Alas, things don't work that way.
Imagine that your new site is a gas station in a deep forest, where there are no normal roads and no signs. This, of course, is a necessary and in-demand place, but your potential clients simply cannot find and get to it. SEO's job is to pave these roads and place signposts so that people can easily find your site. Now let's figure out what work needs to be done to bring a site to the top of search results, why they are needed and how they affect the final result.
The first and most important step that needs to be completed before developing a website (although many do not do this) is:
This allows you to solve several key problems:
1. Target audience identification: The semantic core helps you understand what queries your potential customers use to search for products or services, which makes it possible to more accurately customize the content on your site.
2. Competitor analysis: By studying competitors' requests, you can find effective methods and strategies that are working in the market and identify opportunities for your site.
3. Content optimization: Using the core, you can optimize existing content and create new content focused on the most popular search queries, which helps improve your rankings in search results.
Grouping queries into topic clusters helps create a more relevant site structure and distribute queries across individual landing pages so that each page is as effective as possible for a specific type of query.
Let's take an example for a site that sells sports equipment:
Collection of keywords:
"Sports Equipment", "Running Shoes", "Soccer Balls", "Kettlebells", "Home Exercise Equipment", "Sportswear"
Grouping by topics:
Cluster 1: Running Landing page: Running shoes Keywords: "running shoes for men", "running shoes for women", "best running shoes", "running shoes for dirt"
Cluster 2: Football Landing page: Soccer balls Keywords: "soccer balls for beginners", "professional soccer balls", "soccer balls for children"
Cluster 3: Strength training Landing page: Dumbbells Keywords: “dumbbells for home”, “how to choose dumbbells”, “training with dumbbells”, “best dumbbells”, “prefabricated dumbbells”
Cluster 4: Home exercise equipment Landing page: Exercise equipment for the home Key words: "best exercise equipment for the home", "cardio exercise equipment", "strength exercise equipment for the home"
Cluster 5: Sportswear Landing page: Sportswear Keywords: "sportswear for fitness", "sneakers and running clothing", "men's sportswear"
For each cluster, separate landing pages are created with unique content aimed at relevant key queries. For example, on the “Running Shoes” page you can describe in detail the different types of shoes, their features, and also provide recommendations for choice depending on your running style and conditions.
It is also important to create internal links between pages to improve navigation and more evenly distribute link juice.
Some sites may work with or without www, but search engines may treat the two versions as different sites. This can lead to duplicate content, which will negatively impact SEO. It is recommended to choose one option and stick with it.
If users end up on pages that don't exist, you can customize a page with useful information instead of a standard error message (such as 404). This could be a search form, links to popular sections of the site, or recommendations on what to do next.
This approach helps reduce the bounce rate, since the user can quickly find the information he needs, even if he lands on an erroneous page. Setting up error pages also helps search engines index your site more efficiently, preventing other pages from being indexed.
To be continued, stay tuned for new articles!
If you have any questions, write to the SEO studio at info@seo.computer.
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