Do you want to increase your e-commerce sales? Are you trying to increase your market share within specific audiences? Do you want to get more site traffic?
In this article, you will learn everything you need to know in order to implement an effective strategy for your website promotion.
According to Safari Digital; Almost 61% of marketers believe that website advertising is the key to online success, which is why modern companies, on average, dedicate 41% of their marketing budget to it.
Briefly; Spending the time deciding the right website advertising strategy can revolutionize not only your online traffic but your business as a whole.
A website advertising strategy is a detailed plan to improve a website's search engine rankings and increase the website's share of natural visitors that come from search engines.
In the following, we will cover the most important strategies that you can implement to ensure that your website advertising strategy sets you up for success.
1. Use target keywords in all the right places
Keywords are the search terms that users use to search for things on a search engine, so it is important that your website contains the keywords (meaning keywords) that your audience is searching for.
This way search engines can show your page in their search results.
The most important things first. You can't do much without knowing what keywords your target market is using to find solutions to their problems that your company solves. This requires a little research.
Keyword research is the foundation of any solid website advertising strategy. It may seem obvious, but it's important to create content and web pages that your audience is actually looking for.
To make sure your website pages are optimized for keywords here are some tips:
Title tags: Include your target keyword at the beginning of the title of your website’s web pages. For example, if your site is about beauty and health, and in one of its articles you talk about a way to lighten the skin, and your keyword is “skin lightening.”
Here the word must be present at the beginning of the article page title. Of course, there must be an appropriate linguistic context, and this should not be done in an artificial way that makes the title unattractive.
Meta Description: Write irresistible meta descriptions and add your focus keyword so users know what your page is and click on it.
Image alt text: Since search engines can't read images, you can add your keywords in the image alt text section to see the content of the image.
Page anchor text: The search engine uses anchor text to learn the content of the page, so you can use your keywords for anchor text when linking to your pages.
Avoid keyword stuffing: Keyword optimization doesn't mean just including the primary search term over and over again. This is called keyword stuffing, and it's not a good practice for advertising sites.
How do you find keywords to boost your website advertising strategy?
There are a lot of tools with which you can search for keywords or search words that your target audience is looking for, both free and paid, and I will go into them in detail now.
Google AdWords Keyword Planner: Simply enter your keywords to get an idea of their popularity in terms of search volume.
Google Trends: This is a really fun site to explore, where you can enter different keywords to see a quick chart comparison of audience interest in them over time.
SEMRush: a paid tool, but it is a real treasure for those who want to enter an advanced level of advertising their site in the search engines. Incidentally, it contains more than just finding keywords.
Ahrefs: A paid tool that contains many tools and features that are important to every website owner, including, of course, finding keywords.
Read also: How do search engines work ?
KWFinder: A specialized tool for searching keywords.
Soovle: A tool that enables you to get search terms not only on Google but YouTube, Amazon, Bing, and Yahoo as well.
KeywordTool.io: A great tool that enables you to get search words through the Auto complete feature of Google search words.
Google Search Console: A great free tool to find out which keywords are actually driving traffic to your site from search engines naturally, and identify opportunities for improvement.
BuzzSumo: A tool to uncover relevant questions from millions of forum posts, Amazon, Quora, and social media as well.
In the end, we strongly advise you to review the first and second Google pages of any search word you wish to target, in order to be sure of the purpose of the search. Also, review Google search indicators to discover trends and seasonal changes.
You can use tools like Answer The Public to explore queries such as the “why” and “how” statements.
And don't forget to take advantage of your company's deep inventory of customer feedback; This may include information from surveys, reviews, live chat, chat bots, social media, blog comments, sales calls, customer support calls etc.
Read also: How do people use search engines?
2. Focus on User Experience (UX)
When it comes to website advertising: “What is good for the user is good for SEO”
There is nothing worse than having to navigate a site that you can barely use. Things like corrupt links, error pages, and messy site structures will affect people browsing your website.
It cannot be overemphasized how simple it is to correct the technical elements so that your website and specific content can speak for itself.
Whether you are writing informational blogs, or selling a product/service Or simply point someone in the right direction, your site should be fast, accessible, and easy to use.
These days people expect instant information and instant results. If your site is taking too long to load, they will simply ignore it.
There are a number of ways you can improve site speed and the overall smoothness of your user experience such as:
Delete old / defunct plugins.
Clean the site code.
Optimize and compress images.
Make sure your subfolders are flush and make sense.
Use tools like Google Page Speed Insights or GTmetrix to continue monitoring in the future.
Here are some factors to consider when analyzing your user experience:
Mobile Compatibility: Does your site have a mobile responsive design?
Navigation: Is it easy for users to find other pages on your site?
Page Speed: Is your site taking too long to load?
Interaction: Do you have features on your site that get users to interact with your content?
Content Quality: Do you have misspellings, broken links, or poor content?
There are many things that contribute to a good user experience. But how does a search engine measure this?
In fact, the search engine uses artificial intelligence software that includes ranking signals such as:
CTR (Click-Through Rate): The percentage of users who click on your website link in search results out of the total number of people viewing the link.
By improving your CTR you can boost your rankings, especially if you are stuck in the top 5 results.
Bounce rate: Having a high bounce rate is not good for your site. If a large number of people click on your site and then click the back button without interacting with your website, the search engine will think that the page is not relevant and will not rank it.
Duration of stay on the site: This measures how long a visitor spends on your site after arriving from search results, the more time the better.
Note: To check your WordPress site loading speed, you can use the MonsterInsights Site Speed plugin report.
This plugin will analyze your website, display scores for mobile and desktop, display important metrics about your page load times, and highlight suggestions for making your site faster.
For example: One way to improve the loading speed of your WordPress site is to use a CDN (Content Delivery Network). It makes sure your web pages load without any delay for users around the world.
Compress media files before uploading them to your site.
This is a small but important step in the website advertising process, especially for mobile optimization.
As your blog or website grows you will undoubtedly have more photos, videos, and related media to support your content.
These visual assets help grab visitors' attention, but it's easy to forget that these files can be quite large. Since page speed is an important ranking factor, it is important to monitor the size of the media files you upload to your site.
But how do you compress images and still maintain quality?
It's worth considering using a compression tool to reduce file sizes before uploading photos, videos, and gifs. Sites like TinyPNG compress images in bulk.
While Squoosh can shrink image files to microscopic sizes. Regardless of your choice of media compression mechanism, keeping files in the kilobyte (KB) range is a good rule of thumb.
Read also: SEO (Your Guide to Getting the First Result)
3. High quality content
Surely you have read in many places that content is king. And in the case of search engine rankings, it is definitely king.
If you can create unique, up-to-date and useful content for your users, search engines will rank it higher in search engine page results.
Here are the most important practices that will enable you to create high-quality content in order to promote your site on search engines:
a) Improve existing content and add missing subtopics
One of the easiest ways is to go back and update old content, by doing a link audit. Find and fix any broken or outdated external links.
This not only improves the user experience but also prevents you from penalizing the search engine for having too many broken links.
Go back and update your internal links as well. While creating new content, don't forget to go back to relevant old content and add links to these new posts.
This tells the search engine that there is a relationship between these pages, and will help the search engine index your new pages faster, while helping your posts rank higher for related search queries.
Referring to keyword research, this is a great opportunity to use these terms and competitor analysis as the basis for a long-term content plan.
Each keyword must branch into a large number of other words. Instead of writing a single piece of a particular topic, make it a "keystone" article from which a number of other, more specific topics branch off.
A proper content audit can be done using tools like SEMrush and Yoast; Adding and updating old content can double your traffic – just try to make it as evergreen as possible and make sure you use the internal and external link.
b) Create new content
If you don't produce new content on a regular basis, it is very easy to get left behind.
When you create new content you also have the opportunity to apply today's best SEO practices from scratch. Focus on page titles, content headers, subheadings, image alt text, and new keywords that you're targeting.
Users also see new content as more valuable than old content. When people search for an answer to a question, They often look at the date of publication. If all your posts contain outdated dates and outdated information, you'll quickly move to the next search results.
finally; Modernity is a categorical factor in itself. The more you post, the more times search engines will index your pages, and the faster your content will rank.
4. Focus on building relevant links
Links are a major ranking factor. Search engine bots discover content by following links through subsequent pages, judging their relevance to a search query.
This also applies to internal links, so don't be afraid to link to other useful pages on your site when necessary and natural. 51% of marketers saw an effect one to three months after implementing a link building strategy.
If you have a lot of content or thousands of product pages associated with the search function, this can become difficult. Regardless, having a clear site hierarchy that allows users to easily flow from page to page will help both users and the search engine find vibrant, fresh, and up-to-date content.
To do this try these methods:
Content Hubs: One canonical page and articles related to that topic are linked to that page.
Multi-faceted navigation: The filters and dials that e-commerce sites use allow shoppers to quickly narrow down a specific product by color, style, or other attributes.
Link bundles: A bundle of links at the bottom of your product pages, which link to similar products.
Related hyperlinks: On your blogs, link to other similar content.
Backlinks are an important part of a search engine ranking algorithm, which is how a search engine crawler finds your website for indexing.
In fact, content and backlinks go hand in hand, as web pages without any backlinks get hardly any organic traffic.
Backlinks are the heart of website advertising. You can't have a solid website advertising strategy in 2022 and still ignore generating high quality links back to your site.
So how important are backlinks to publicizing your site?
If you can get backlinks from high authority websites, you can increase your chances of getting higher rankings.
This is because by getting these links, you are sending a signal to the search engine that your content is trustworthy as it can be guaranteed by different websites.
Learn more about how to create backlinks effectively with these quick tips:
Focus on quality over quantity; The domain authority of your link is more important than the amount of links you have.
Consider hosted posts.
Use online forums to share your content and connect with people in your industry.
Take advantage of social media by sharing valuable content, and connecting with others about backlinking to your site.
Find unrelated mentions and convert them into links.
5. Search and conversion intent
Another important ranking factor for search engines is matching your content's search intent. The search intent is basically what the user is looking for.
When content or SEO teams are sitting down to write a new piece of content, they better look at the search engine results page.
Before you look at SEMRush, Google Search Console, or any other site promotion tool, go to the search engine results page.
The search engine results page tells you what search engines think are the best results that match the user's intent. Search engines tell you what type of content you need to create when you follow that query or related search terms.
If you don't learn how to match that intent, you're definitely far behind.
The website advertising professionals who will succeed in 2022 are the ones who can truly understand how to meet the needs of searchers. By fulfilling these needs you will get more conversions when the user is ready.
The goal of publicizing websites is not only to get more natural traffic from search engines, but more potential customers for your business.
A site is worth nothing if it can get millions of sessions without any sales or target content.
So when a user lands on a page from a category down the funnel, you need to make it as easy as possible to get them across the finish line by making sure your conversion funnel is simple and quick to use.
If a user does an informational search and lands on an article, don't hit the conversion funnel too much, because it probably won't be ready, and you could lose the lead forever.
Once you know the user's intent by page type, use that information and direct that user to the next most sensible page in the product conversion path.
Search intent also shows where your visitors are in the buyer's journey. Are they looking for basic information about your products? Do they want a tutorial like a how-to article? Or are they in the final stage and ready to make a purchase?
By matching your search intent you can answer these questions, and create content that people are searching for.
Focus on achieving the search objective of your landing pages, and you can't go wrong. Aligning the intent with the keywords on the page wins the keyword strategy, as it provides the best user experience.
While some traditional marketing strategies are slowly becoming obsolete, positioning strategies are here to stay.
You don't have to be a webmaster to make sure your website is in good standing for search engine traffic, just use your intuition and the simple strategies outlined above.
Do you have any additional ideas for advertising sites? I'd love to hear from you in the comments!