A month ago, on our Facebook page, we invited owners of online businesses to ask the most urgent questions to our experts in promoting web projects. Detailed answers to them, with a detailed analysis of the bones, you will find below.
1. When does a site have two URLs – is it a plus or a minus?
If these are different sites, then there will be no problems. If they are the same, placed in the same region, and even in the same language, then they are duplicates, and this isn’t very good.
If these are different sites in one niche, in one region and one language, theoretically, you can get two places in the search results. However, there may be several problems:
In the face of fierce competition, it is necessary to promote both sites. Ask yourself, do you have enough resources, and will it not be more profitable to create one website – converting, optimized, and useful to users?
Search engines have long struggled with companies that are trying to take the top search results with their clones. Yandex for this released a special filter, “Affiliate”. It checks the same contacts, phones, content, IP site, etc. The filter leaves one result in the output, and the other site deletes. Google takes a softer approach, often allowing sites to cross in different ways. However, he is interested in providing the user with a variety of answers.
2. A new online store has been created. When does it make sense to fill it with SEO-texts and buy links?
The sooner you begin to build a site structure based on demand and optimize its content, metadata, linking, the faster you get traffic. You can start later if you don’t immediately have enough resources – there will be no harm, only a delay in achieving the result.
If the competition in your niche is very active, the competitors will have time to do more, and then you will have to catch up:
content that they managed to create;
links that they managed to attract;
the lifetime of the pages itself (they are not ranked at full strength immediately, and therefore should be in the index for a while).
3. What ranking factors are the priority in 2020, and how will SEO develop in the next three years?
In short, among the key factors this year, the following can be distinguished:
- mobile-friendly – how much the site is optimized for mobile devices;
- page loading speed;
- secure https connection.
- Content relevance It is not necessary to overwhelm the text with keywords, but in general, their presence helps. The text should not only be unique and optimized – it must correspond to the theme of the site.
- an excellent presentation of the link to your site in the search results – Title pages, the contents of the snippet – increases its clickability (CTR). Google previously denied the impact of this factor, but practice shows that it works. Above-average CTR improves ranking and increases traffic.
- The snippet should be attractive, have a beautiful layout, and structured data appeal.
- the number of links to the landing;
- link quality (the Google Penguin filter discounts spammy links);
- Anchors (in this case, you need to monitor the safe ratio of the brand and commercial anchors and other factors).
- Commercial – an assortment of products / pages / services. Marketplaces and classifications do not just go to the top of Google’s search results.
- binding to the region;
- the presence of company contacts;
- the relevance of content to the needs of regional users.
- At the same time, remember that in promoting your brand, you need to build on the analysis of competitors in the first place.
5. What, in your opinion, should be the ideal product card?
In SEO-promotion, they most often start from how competitors present products in your niche. If product cards from your competitors do not look good, then it will be enough to make them only slightly better without spending additional resources. If they are rich in functionality, photos, and descriptions – you should make your cards, at least not worse.
In general, a standard product card consists of the same elements:
- buy button;
- information on the conditions of delivery, return, warranty;
- product description, characteristics table, customer reviews;
- photo of goods from different angles, video review.
6. How should URLs be formed and look?
You create URLs for your site with or without nesting – it does not play a significant role in terms of SEO. Other indicators will be much more critical:
- Click Distance metric – how many clicks the user gets from the main page to the target. For example, it would be much better to rank a page with the URL example.com/category/subcategory/tag/product and a link to it from the main page of the site than a page with the address example.com/product, but which Google will get to at least on the fourth click.
- The degree to which keywords appear. So, a URL like example.com/televizor/LCD/4K/ for an LCD 4k TV request is incomparably better than example.com/category=4&page=13.
But there is another side of the coin that is not related to SEO:
- if the page URL reflects the structure of the site, it’s much easier to track traffic in Google Analytics for various categories, filters, types of products;
- If the pages contain URLs of the form example.com/product, and the structure of the site suddenly changes, then you will not need to redirect anything further, and the weight of the pages will not slip.
7. There is a specific article on the site. It is indexed, gives good organic traffic, but the bounce rate is about 50%. Is it worth reinforcing the internal linking to hold?
In fact, for the ranking of a page by search engines, the absolute value of this indicator does not play a role, but relative, in comparison with competitors. If your notorious 50% bounce rate is less than 60%, then Google will consider that you respond to user requests better.
What you should pay special attention to:
- Compare the article with your other pages – is this bounce rate bigger, smaller, or the same? Pay attention to the corresponding page type, language, geolocation, etc.
- Estimate the time readers viewed the page. Do they close it immediately, not finding what they are looking for, or do they read the article for a long time, and then leave, having received the necessary information and not having completed the target action?
- Decide what further actions you expect from the visitors of the page – purchase, registration, or something else. In this case, you can play around with call-to-action, usability, placement of target blocks. Test different options and choose the ones that work best.
- Display next to the most popular, similar, or complementary articles – then users will spend more time on your site.
- Try analyzing your competitors with Google support. You might get some interesting insights.
The importance of the bounce rate for ranking a site is still an open question. For example, how does Google know its value if Google Analytics is not configured?
What needs to be influenced is the clickability in Google’s search results. This data for each request and site page can be viewed in the Google Search Console. The higher the CTR, the better the page will be ranked for a specific request. Therefore, rich snippets with marked Structured Data will rank better.
8. How to promote the business of services using SEO, for example, repair of washing machines? Are there any features in the promotion of services?
SEOLAB specializes mainly in ecommerce-projects; however, the service sector can be successfully developed using SEO-tools. The main difference is that instead of category pages, service pages will be promoted. And if large volumes of text are optional (or not needed at all) for categorical pages, then for service pages, they will need more.
What can be done right away:
- To understand what kind of content you need, evaluate the competitors’ snippets in the top of search results. In addition to beautifully formatted texts on the landing page, there will undoubtedly be reviews, contacts, and other goodies.
- Create supporting info sections on the site. Take this washing machine repair service site as an example.
Be sure to add yourself to Google Local Business to appear not only in search results but also in Google Maps. There you can add contact details, photos, reviews, and opening hours.
- It’s useless to promote queries that are not tied to a region. Or check in advance how popular the request for repair washers in local search results. If the local issuance responds well to it, then such requests can also be worked on.