Even if the site has interesting, unique, useful content for the user, this does not mean that the resource will be popular. Indeed, how would potential visitors know about it? The competition in almost all areas is incredibly high, which means that you need to help search engines single out your specific resource from hundreds of thousands of others. For this, site promotion is used.
Once upon a time, to promote a resource, it was necessary to purchase links and write a huge number of seo texts, but now this is not enough. In the 21st century, a service has become a complex of deep analytical processes designed to solve a number of problems.
In the broadest sense, website promotion is a set of actions, the purpose of which is to develop and increase the share of a resource’s visibility in search engines, attract the maximum number of targeted visitors, and turn them into buyers of goods and services.
Website promotion methods, website promotion methods on the Internet
The Internet describes in detail the methods of website promotion – paid and free. In fact, this classification is not entirely correct. Any option is based on hard human labor – the most expensive component of this direction.
Is it possible to increase the popularity of a resource for free? To some extent, yes. However, over time, the task will require more and more time and effort. You will have to devote to it almost every day! For most business owners, this is not very convenient, so you will need to contact specialists. This can be done at an early stage in order to shorten the time to achieve the result and increase the efficiency of the process.
The site promotion includes several important events.
Analytics
Analysis of visitor behavior. How do they find your site or app? How do they interact with him? How much time is spent on average on certain pages? The best way to get this kind of information is to use special services like Google Analytics. Google’s product provides the most features, but it is quite difficult to use. Most site owners use only a fraction of its capabilities. To achieve maximum efficiency, it is better to order the services of experts.
The purpose of Google Analytics is to collect and analyze data from different devices and digital means. The system provides reports in the most visual form. To start promoting a site, you need to install a counter code on it. These are a few lines that should be copied directly into the HTML. After that, the user visiting the resource automatically launches analytics and the site remembers all the actions taken.
How to interact with the collected information? To do this, Google has many filters that should be customized to suit the needs of your business. For example, you can make it so that the system does not take into account visits from your employees, etc.
SEO
Usually non-specialists who talk about website promotion mean SEO. This service is a search engine optimization, that is, bringing a resource into a state that will ensure its visibility for search engines. If you do everything correctly, the site will gradually begin to rise in the search results, which means that the likelihood of visiting it will grow. Almost 100% ofusers search enginevisit only the first three links. Then the indicator goes down. Only about 20% make it to the second page.
How to get to the top of the search results in the fiercest competition? You need to resort to SEO-promotion of the site. It is performed in several stages:
First stage: work within the resource. This includes fixing bugs, adding and reworking content, creating linking, and more. Experts call these processes “internal optimization”. It should be borne in mind that different search engines have different requirements for the state of the site. It is recommended to pay attention to the two most popular systems – Google and Yandex.
Second stage: external website promotion. You need to work on other resources, article directories, forums and other sites. The purpose of this stage is to increase the natural link mass, which will increase the “authority” of your resource and increase its position in the search results.
The third stage: retention of occupied positions. Competitors are not asleep, but they are also constantly promoting sites! In order for their events not to “push” your resource from its rightful place, you need to constantly analyze the search results, competitors’ sites, follow the latest in SEO, implement improvements on your website …
However, SEO is not a complete answer to the question “what is website promotion” “. To achieve success, you need to pay attention to the third point:
Usability
The purpose of a commercial site is to sell goods or services to the visitor. Usability, that is, the ease of use of a resource is one of the most important tools in achieving this goal. In fact, clients don’t care how elegant methods were used during development – they are only interested in the ability to achieve their goal, and as quickly and effortlessly as possible. If the interface is pleasant, interesting and comfortable, the visitor will not only buy something from you – he will certainly come back. Or maybe she will even recommend the site to friends.
Statistics show that online stores lose about 50% of customers due to poor usability. A person who could not quickly find the right product is unlikely to waste his time – most likely, he will go to competitors, and will never return here. Thus, working with usability is becoming one of the most important tools in website promotion. There are several requirements that your resource must meet:that is
- structureclear at a glance;
- the ability to quickly determine where the required information is located;
- correspondence of text to presentation formats.
When working with usability, you need to take the place of the visitor, imagine yourself “on the other side of the screen”.
Important! Remember that the above directions give an effective result only in combination. Applied alone, they will not drive traffic and purchases. All methods are interconnected, so don’t forget about any of them!
Other methods of website promotion
Advertising
often used for promotion:
Contextual. Text and graphic materials are located next to the search results of Google, Yandex and similar services. The main feature of contextual advertising is its focus on those users who may be interested in your products. The principle is simple: you create and customize ads with specific keywords. Users who enter these words in the search bar have a chance to see your ads. The system works on the principle of an auction – the more you pay, the higher the probability of a demonstration. Also, contextual advertising includes retargeting and remarketing – displaying ads based on resources already visited by the user.
- Text and graphic materials are placed on special advertising sites. In principle, this method of website promotion is similar to advertising in conventional media, but it has advantages – for example, the ability to use animated images. In addition, a user interested in the ad can immediately follow the link and make a purchase.
There are other methods of advertising sites. For example, you can embed it in a subscription mailing list, or in the clients of programs that users use.
Email Marketing
Many people underestimate this method of promotion, and in vain! First, almost every user of the network has email. Secondly, you can personalize messages by preparing text and design for a specific user. Thirdly, many recipients of interesting letters distribute them among friends and acquaintances.
Website promotion using e-mail newsletters can be carried out in the following ways:
- Sending messages to subscribers. By registering on certain resources, users can consent to receive mailings on a specific topic. There are open (which can be received by everyone) and closed (strictly for certain recipients) types of mailing. They are also free and paid. The tool is effective due to its massiveness. Emails work for the good of the site and the brand as a whole, reminding users of its existence.
- Advertising in mailing lists. You can order the placement of your advertisement in the letters of other companies. Usually we are talking about banners with hyperlinks, which are located in certain parts of the body of the letter. To achieve efficiency, you need to carefully choose the subject of your mailing. For example, advertising courses for painters and plasterers is unlikely to bring results in letters for fans of expensive cars.
- Individual mailing. A complex but effective tool that requires a serious investment of time and effort. Each message is directed to a specific user (or a small group of users). First, you need to collect addresses and analyze the preferences of the recipient. The main advantage is that the email is received by an interested user, so the probability of a purchase is very high.
Mention should also be made of the so-called. “Spam”. Spam is unauthorized bulk mailing. Remember – in no case should you send a large number of advertising messages to users who did not give their consent! In most countries, such actions are punishable by law, but most importantly, the effectiveness of spam emails is minimal. They do harm rather than benefit, as they have a negative effect on the credibility of the company and reduce customer loyalty.
SMM
The abbreviation SMM stands for Social Media Marketing, that is, social media marketing. This is an effective tool for drawing attention to a resource, but for successful implementation you need to know many nuances. In addition to social networks, you can use its principles in communities, diaries, blogs, forums and similar platforms.
The audience of social networks is huge – in fact, it already surpasses the audience of the largest TV channels. The main features of users of such resources are attentiveness and activity. The job of an SMM specialist has a lot to do with PR. You need to work directly in the communities with the target audience, using direct and hidden interaction measures.
What can be achieved using SMM?
- Increase audience loyalty.
- Increase website traffic.
- Brand promotion.
Experts consider this tool to be one of the most promising.
The following tools are commonly used:
- Blogging – posting posts, design materials. You can create your own content or use the existing one.
- Communication in thematic communities, interaction with users, responses to comments.
- “Agents of influence” – hidden marketing.
- Thematic discussions.
- Direct advertising. You can order a mention of your community from another community, or from a popular blogger.
- Viral Marketing.
- Creation of a positive information background.
- Optimization of your site for social networks.
SMM doesn’t give instant results. The tool is aimed at the long term. Its main advantage is its low cost with the ability to achieve an excellent result.
So, what is website promotion? There are many methods and tools with which you can attract users to your resource. Remember that the result can be achieved only with a set of measures.
