You have decided that further development of the project is impossible without search engine optimization (SEO). You found a specialist and provided them with access. After some time, you receive a substantial list of recommendations for implementation, ranging from the site structure to content and even design.
Regardless of whether you are involved in website promotion in Ukraine or the USA, and whether you focus on Google or Bing, the SEO process remains largely the same. Of course, the specifics may vary, but there are mandatory stages of SEO promotion.
How is SEO decoded? SEO stands for Search Engine Optimization, a set of measures and actions that eliminate, prevent/minimize technical errors on the website and improve the readability of the site for search engine robots. The essence of SEO is to help users find the information they need quickly and easily, and to ensure that this information accurately matches what they are searching for on Google, Bing, Yahoo, and other search engines.
In SEO promotion queries, you often come across "SEO optimization" or "SEO promotion," which is fundamentally incorrect because CEO stands for Chief Executive Officer. Even the phrase "SEO promotion" or "SEO optimization" contains a tautology: SEO already contains the word "optimization" in its English version, and it is literally translated as "promotion/marketing on search platforms."
Search engine optimization is a combination of ongoing actions to develop your website in three main directions:
However, having an online store or an existing website is not the main condition to start SEO work. So when do you need to start SEO work?
One of the fundamental steps before starting work is setting goals and objectives that the client places in front of the contractor. Without this, any collaboration will have high risks. The number of hours and the level of expertise of the agency's team directly depend on the goals and objectives.
In simple terms, SEO optimization is definitely necessary for the project if its owner can monitor and improve KPIs such as:
It is important to understand that website promotion is one of the essential components of a business. Unfortunately, today, over 90% of developed websites are created according to the client's vision, and SEO specialists are involved only when the "finished product" needs correction, adjustments, and time investment, which, most importantly, diminishes the potential for search engine promotion at an early stage.
SEO at the development stage is a strategic move. Carefully developed search engine optimization helps prevent errors that negatively impact future promotion and takes into account search demand. This helps increase the audience's reach at the start of the website's operation, thereby achieving the desired return on investment and profitability in a shorter time.
We all know that Search Engine Marketing is the foundation for web marketing strategies of most companies. The meaning of this is simple, which is, when a person searches for a keyword or keywords, and he or she finds your website, then he becomes a qualified visitor to your site. If your site cannot be found on search engines, then you are losing out on a huge number of potential traffic. We can help you by integrating search engine marketing expertise and social media marketing services with your other marketing objectives. When you come to us we will create a full customized plan for your business. If your company is already doing some of this work, and you need help in certain areas, then you can always contact us.
We can also design websites for you. Your website is very important as it speaks about your company. If you already have a website, and you want to upgrade it then you can always contact us. We can also design websites for you from scratch.
For which projects is this step relevant:
When an SEO specialist gains access to the project's analytics and webmaster tools (or adds the site independently), they begin by analyzing the project's products and services, providing an overall assessment of the site to understand what work needs to be done initially.
At this stage, the strategy for promoting the project and a detailed plan of work are formulated.
What the specialist does:
Why is this necessary? The SEO specialist determines whether major changes are needed on the site right away. For example, changing the content management system (CMS), making the site mobile-friendly, changing from HTTP to HTTPS, and more.
The need for major changes is communicated well in advance so that the development team can assess the feasibility of implementing them. This also helps in budgeting for site promotion, covering content, link building, and other expenses.
It's better to make major changes in advance; otherwise, on the third or fourth month of SEO implementation, you may find yourself in a deadlock where technical changes like optimizing filters, adding new tags or categories are nearly impossible.
For which projects is this step relevant:
With a promotion strategy, work plan, preliminary site analysis, and competitor analysis in hand, an SEO specialist uses tools like Serpstat to gather, cluster, and assess the frequency of keywords in the semantic core.
This semantic core will be useful for:
The semantic core can consist of several hundred search queries for small portfolio websites, to several hundred thousand for large online stores.
The process of building the semantic core is time-consuming and, depending on the site's volume, can take several months. This is why it's divided into sections and categories to ensure smooth promotion while expanding the semantic core alongside other tasks.
For which projects is this step relevant:
Search engines continually improve their algorithms and display the most relevant pages for user queries. For your project to appear in top positions for specific queries, creating a broad site structure is essential. Specific landing pages must be created and optimized for each group of search queries.
It's important to note that super low-frequency queries are best optimized with specific product pages since they can detract from the promotion of more important pages by siphoning internal static weight.
Relevant for the following projects:
The specialist rectifies internal optimization errors on the site, works on landing pages for query groups, and removes duplicate pages. A technical SEO audit of the site is conducted to create tasks for internal optimization.
The following tasks are obligatory (in order of importance):
Relevant for the following projects:
Oftentimes, poor page ranking is due to issues with the distribution of static weight among promoted pages. It's crucial not only to create landing pages but also to organize internal linking so that users and search engine crawlers can easily navigate to other pages. Otherwise, the SEO efforts may not be effective, and the pages might not appear in search engine indexes.
This issue can particularly arise with optimized filter pages. Users may access these pages by selecting filters, but search engine crawlers might not see them.
During the website promotion phase, the SEO specialist creates internal linking between menu categories using developed scripts. This includes adding the previously collected and clustered keywords. Additionally, static weight is transferred from pages with low competition (such as product cards, filter intersections) to higher-level pages.
Relevant for the following projects:
The optimizer manually creates unique meta tags (Title, Description, Keywords) and H1 headers based on long-tail keywords for pages that require it. Texts are also created for the promoted pages of the website, incorporating previously gathered key queries, naturally, in line with the current requirements of search engines.
Texts influence ranking for both high-frequency queries and those with long-tail keywords.
Relevant for the following projects:
The crawling budget of a search engine bot is the number of pages it can crawl in one visit to a website.
Often, site owners, after reading a few articles about site promotion through filter and tag optimization, create hundreds of useless filter pages that have no search queries or very few. Furthermore, they don't disallow these pages from being indexed by the bot. They fail to hide pages at the intersections of two filters within one block (e.g., two brands) and intersections of four or more filters. They also forget to disallow pages with various sorting options, like by price, rating, or the number of items per page. These are all significant mistakes.
As a result, the search engine bot may only index a portion of the filter pages, which leads to it leaving the site. Even if you've done everything else right, this can be the reason why your pages aren't indexed. Furthermore, the static weight of category pages will significantly decrease.
Relevant for the following projects:
Do search engine algorithms consider behavioral factors - how users interact with a website? Yes, they do.
SEO specialists work on:
Adapting the website for mobile devices significantly increases visibility in mobile search results and boosts conversions from mobile devices. Simplifying navigation reduces bounce rates. Properly structuring the "About Us" page increases trust among visitors and search engines.
Relevant for all types of websites in highly competitive niches.
In some low-competition niches, you may not need to build an external link profile. However, external optimization is essential in most cases. The more high-quality, thematic sites link to you, the more authoritative you become in the eyes of search engines.
There are several parameters by which you should build a link profile and choose donors. SEO specialists can use link exchange platforms, acquire natural links from forums and Q&A services, and place links directly with webmasters of sites that don't sell links.
Moreover, we always recommend site owners create content that naturally earns backlinks. These are the most valuable links.
Relevant for the following projects:
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