Site promoting from scratch is a problem that stirs the minds of many beginners and experienced entrepreneurs. Optimizing a new resource is a complex exercise and you need to put pressure on all the levers at once. It is necessary to think over the structure, design, to attend to the technical state of the entire site. So, how is the promotion of the young site going on?
Optimization, general advices
Promotion of a new site should start with internal optimization. The first step is to figure the future concept, the structure of the resource. Imagine how the interface looks, how visitors will get to the right product or service. And it is best to sketch out the general concept on paper. The main thing to remember: better to make the way of a potential client to the necessary part of the site much easier. Nobody wants to fight with an uncomfortable interface in an attempt to find the right product.
Also, to starting the site from scratch, you need to pay attention to the overall design. The appearance of the resource greatly affects the speed of its loading, and modern users have limited patience. If the site will be loaded for more than a few seconds, the visitor can just leave, because the benefit of Internet is a lot of smart and fast resources. On the step of designing, you need to remember the main rule – as much minimalistic, as better.
To ensure good pace for the promotion of the new site, first you need to focus on internal optimization. What do these words mean?
This is a series of events designed to maximally accommodate the site for visitors and scanning by search robots. As fewer problems those processes have, as more potential customers will come, and the site will achieve higher position on search resources.
Before you engage in promoting the resource, you need to make it comfortable in managing. To do this, select one of the currently active CMS. There are a lot of them, you need to find something that best suits the topic of the resource. Different management systems were created to perform different tasks.
“Naked” CMS rarely can provide the user with all the necessary functionality. Therefore, it is often advised to put certain plug-ins in order to extend the capabilities of the control system, to facilitate the work with site. For example:
All-in-One SEO is a very useful plugin for WordPress, great for running your own blog. It facilitates the integration of tags, helps to increase the attractiveness of each individual page;
Google Sitemap – a module without which the promotion of the site will be extremely difficult. It helps to create and configure a site map. This is a special file that helps the search robot quickly analyze, gather all the necessary information and find the content that has appeared;
MaxSite Anti Spam Image – plug-in, that helps to protect the resource from spammers and bots. If this module is installed, now in order to leave a comment it is necessary to correctly enter the symbols contained in the protective picture;
After all the necessary plug-ins are installed, it is necessary to take advantage of the opportunities provided by the search resources themselves. It’s about such services as Google Webmaster and Webmaster Yandex. You can safely register there if you have finished installing the modules and generating a site map. You will need to send a sitemap file, which will help search engines to more quickly and accurately index the created site.
In addition to these two search engines, there are also other similar services. Еhey should not be neglected, because traffic can go even with Yahoo or MSN. Moreover, each of these search engines has its own resources-webmasters.
For information sites or news sites it will be useful to register feed in the RSS aggregator. These sites help to quickly index sites, inform search robots that a new material has come out and host a small announcement. This helps the resource to take a high position on the pages of search engines and gives additional traffic to people going straight from RSS aggregators. Also many similar sites place links to registered sites. Such placements can have an impressive weight in the eyes of the search robot.
Content is something that is indexed by search robots, and users pay attention exactly to it. The main thing here is exclusivity, uniqueness. On texts copied from other resources the audience will not increase.
While filling out the page, you should pay special attention to the following points:
Header. It must be consistent with the content of the material and be as informative as possible;
Description of the page. It should accurately cover the topic given in the title and, importantly, be completely unique;
Keywords. These are special phrases for which the entire page will be promoted. The most frequently asked questions from the target audience.
Remember, the content of the site is the most important element of all the progress. Most steps for internal and external optimization will simply be useless if the interest of the potential client is not heated by the right materials. They should be as unique as possible, contain a minimum of grammatical errors, and the site must be constantly updated with new content.
Make sure that the visitor has always had easy access to the articles posted on the site. As deeper you need to climb, in order to read some content, as less people will stay for a long time.
Headings, how to use them
If you decided to start promoting the SEO component of the site from scratch, you need to act immediately on all fronts. And the headlines, surprisingly, need to be given maximum effort. First of all they pay attention to visitors and search robots. So the title should exactly match the content of the material selected for this text in the keywords. It should be understood as visitors, and search robots.
Third-party resources useful for promotion
Links to the promoted site from third-party resources can increase the credibility of the site for search robots. And in order to increase the reference mass, there are a lot of free methods. For example, directories.
At the moment on the Internet there are hundreds or thousands of various catalogs, where you can post a short article, with a link to your site. In most cases, it will be absolutely free. An additional attraction to this method is that it does not take much time. Moreover, in the promotion of a new site you need to use all the opportunities that come up. Placement of links to third-party resources is one of them.
There is also a popular method of buying links to your site. If a few years ago this was not a frequent occurrence, now it has taken a truly industrial scale. Now links are purchased in huge numbers, many companies have put this business on stream. And, as a consequence, exchanges offering such services have long turned into a misguided dump of foreign links. Search robots will not pay attention to the treatment of such sites, and it will not be any benefits from their purchase. Before deciding to cooperate with such resource, you need to conduct a small study. What does the site look like? How does the link placement work? Better way of such placement is natural: the links are inserted into the material, not just for the quantity, but in the places appropriate for the meaning and subject matter.
How to increase sales in the online store – the question that plagues many modern entrepreneurs. The global network offers many opportunities in order to increase the interest of potential buyers. It is a wide choice of tools and mechanics that leads many people into confusion – it’s unclear where to start, too much functionality. But you should remember – psychology is always the key to effective sales. Goods are created by people and for people. The Internet only added a few additional mechanisms.
The first step is resource optimization
Increasing the conversion of the site is a number of activities and methods aimed at the potential buyer. And the first thing you need to do is to optimize your own resource. The site should be loaded quickly, and its structure and design should be made to the specifics of the company.
Statistics show that modern internet users has very limited patience. The current pace of life spurs them. And if a potential customer has to wait a long time for the site to load, he will have an irresistible desire to look for more quickly resource. The marketplace should show that its owners are professionals in their field, who know exactly what to do. So you have to abandon the design excesses and choose a simple, understandable structure of the site.
Increasing the conversion of an online store is impossible without an intelligent filling:
The first step is to write a complete description of the goods you selling. Client has to find all necessary information about the product easy, but do not overload by the material with unnecessary information and massive “canvases” of the text;
Increase sales from site you can through high-quality photos. You need to place several images in the description of each product and make them scalable. It is important to ensure that photos are taken at a professional level. As nicer, as wrapper, as easier to entice a potential customer.
If possible, make a few videos, where the product will be shown in action. The criteria should be the same as for photos – the high quality of the final product.
The last step in optimization is a convenient search for products by categories, a simple and intuitive interface.
How to increase conversion with social networks
Social networks – a powerful tool that helps almost directly contact with potential customers. On company’s page it is easy to inform about the started actions, hold contests and draws. The site goes only if they are looking for something specific, and subscribing to an account in social networks, a person will always be in the zone of influence. User will be first to respond to the message about discounts and will independently help spread this information further. This indirectly increases the conversion of the site.
Most online stores prefer to use a social network called Instagram. It is best suited for the direct sale of goods, because it is focused on the visual materials. They are better perceived by potential customers, with the help of photographs it is easier to get a response. How to increase the conversion of a site using social media:
Fast feedback is the main plus of social networks and, by the way, free advertising. You can ask everyone who bought something on the site, put a photo with the goods and leave a short review;
Hashtags – another tool that makes it easier to find the right products. You can develop your own unique tags, which will be associated only with your own site and its products;
In social networks it is extremely convenient to hold contests and any drawings, the prize can be any of the goods sold;
You need to contact people who have a large number of subscribers. They can advertise the product, attracting potential customers. The main thing is to make sure of the quality of subscribers. Modern technologies can “wind” ordinary bots, but the effectiveness of the advertising company will be zero;
It is important to respond to comments from subscribers and potential customers. This will help raise people’s loyalty to the brand, and optimizing the conversion of the site will be easier.
Reviews – the main criterion in the selection of goods
The abundance of goods can confuse people. Even if customer needs something specific, it’s still easier to get lost in hundreds of descriptions and thousands of photos. You have to compare different models, choose what suits you best. Or you can just read the reviews.
The modern person who came to the site for something specific, does not want to wander through the categories, trying to determine which of the 20 models of mixers he needs to buy. Therefore, he first of all refers to the reviews.
In order to increase the number of sales from the site, it will be useful to give customers the opportunity to leave their opinion about the purchased products and, of course, to get a base of reviews. This can be done by writing to the customer a few weeks after the purchase and asking to leave a few lines with general impressions of the cooperation. Useful can be positive and negative feedback – products with only “five” and dithyrambs about the magnificence of the resource will look suspicious.
How to deal with abandoned baskets
The situation when a person added goods to the basket, but did not buy anything is not uncommon in the work of online stores. In order to increase the conversion of the site, you need to fight this “epidemic”. One of the methods is email.
If a person typed in a basket of goods, but did not start to pay, write to him an email. In the text of the letter you need to inquire about the reasons for such action and, perhaps, to ask what could increase the customer’s interest in the product. This is not mandatory text of the appeal, it can vary depending on the resource and the specifics of its work. And you should not bother the person in this way, because you can achieve only a negative reaction. If the failed buyer did not answer anything, then you need to leave him alone. But the main thing in this method is to get the client’s email address before he started filling out his shopping cart.
Also, social networks have marketing resources. If you use them, then, as soon as a person visits your page, a small advertising block with goods that he never bought will appear before his eyes.
Mailing to sales support
It will be useful to have your own email address base. They are needed for periodic mailing of e-mails with the latest information of discounts and promotions. But how to interest the potential client to left his email?
Promise something for registering his mail on sites. Usually these are special coupons or discounts for certain products to everyone who has registered;
Letters sent by the database should contain not only useful, but also interesting information. For example, reviews of any specific goods or valuable, thematic advice;
Create a loyalty program and involve everyone who agrees to leave your email address.
Despite the skeptical attitude to this method of some modern entrepreneurs, mailing to email addresses is still popular. In some cases, it can be much more effective than working through social networks.
The main thing to remember about the main mistake of most newcomers is the throwing of potential customers by tons of letters. It is necessary to analyze the situation and draw up a special strategy for mailings. Such letters are best sent only in case of real need, and not all in a row.
The above methods will help increase the conversion of the site. The main thing here is to act on a large scale. If an entrepreneur wants to increase the sales on the site, he must deal with optimizing his own resource, creating a page in social networks, and collecting email addresses for distribution. This is the only way to achieve maximum impact.
Users of smartphones are a huge segment of the Internet audience, which must be reckoned with. There are more than 5 billion unique mobile users in the world and their number annually increases on average by 4%. Smartphones have already become an integral part of Internet trading and for the majority of the world’s population are indispensable helpers in information search. And in order not to lose potential customers from among the owners of telephones, any online entrepreneur strives to provide them with all the necessary amenities on the site.
On a not mobile-friendly web resource any smartphone user will see either a reduced copy of the desktop extension or an empty screen with an inscription like “sorry, but our site is too cool for your device”, which is unlikely to cause him enthusiasm.
To ensure that the pages are correctly displayed on phones and tablets, adaptive layout or a mobile version of the site is used. In both cases, the user sees only the basic information and functionality on the site. Pages are set up so that a visitor with a small screen conveniently displayed a structure with all the necessary elements.
Development of a mobile version site means creating a subdomain or directory on the server. As a rule, it is simplified and differs in structure and functional elements from the site for the PC. Only the key functions, basic information, and also the style of visual design are preserved, so the visitor does not have a feeling that he has fallen into another resource.
On a site with adaptive layout the user is not redirected to a subdomain, the page structure simply adapts to the size of its screen. The main elements are displayed here, and all additional options and information are hidden, but are available in separate interfaces: PopUp-windows, drop-down blocks, sidebar, etc.
Each of the options has its own advantages and disadvantages. Let’s take a closer look at the main ones.
Let’s start with the criterion, about which many think first. Since the mobile version implies the creation of a separate site intended for smartphone users, additional costs are incurred to develop and maintain it. In fact, you order two resources at once, and you will have to pay accordingly.
Adaptive layout changes the design of one site depending on the size of the user’s screen. Additional costs will go only to the services of a designer and layout maker. Because it will cost less, and it will take less time to create it.
Convenience for users
The convenience of the resource largely depends on the skills of designers and developers who created it, rather than on the type of optimization for a smartphone. But some differences can still be distinguished.
For example, download speed. It is generally accepted that mobile versions have the advantage of speed. They are easier due to less data being sent, which reduces download time. And thanks to a separate domain, the extension frees the main resource from requests coming from smartphones. On the site with the adapter, the full amount of data is loaded as for the desktop version, which can adversely affect the speed.
In fact, everything here depends on optimization of the resource, server operation and, of course, on the data transfer speed of the user. And although we can not influence the last factor, but optimizing the volume of pages and choosing a quality hosting minimize download time.
How does it affect the progress in search engines
Correct display on the screens of all types of devices is an important criterion that is considered by search engines. And if earlier it was believed that for this purpose the mobile version is better suited, now both methods are equally good for search engines.
But as we said before, a mobile version requires a separate subdomain or directory. That is, as a rule, pages with similar content are created, which can lead to duplication of content and the fall of its uniqueness. Consequence – the reduction of positions and sales. Of course, experienced SEO experts are able to cope with such problems, and know a lot of tricks to preserve the uniqueness of content. But they just will not say “thanks” for additional complications. In addition, more work requires more payment.
Adaptive layout of such difficulties does not cause. Here one site – one address, and therefore “misunderstanding” from the search engines is not threatened.
If you need to make changes that will be displayed only on phones, then on the mobile version it’s easier, because the work on the subdomain will not affect the main resource. But any improvements, that are necessary for both versions of the site, will have to be performed twice: on the main site and the subdomain.
In fact it is necessary to contain at once two resources, and it concerns not only improvements in structure which spend not so often. Also you need update the content regularly, and for the phone it should be optimized to ensure ease of perception.
On smartphones adaptive and phone version are displayed equally well, because this is their main task. But with adaptive layout, the expansion of the tablet is taken into account, where more useful information or additional elements are placed. But the mobile version on the tablet is displayed exactly the same as on the phone, only stretched across the width of the screen.
Therefore, the advantage behind adaptive layout, because it helps to rationally use all available screen area of any device.
As a rule, mobile versions have a simpler structure, they are easier to navigate, and the necessary functions are always at hand. But in this there is a significant drawback. After all, to ensure the simplicity of such a page, you should not include most of the elements and information of the main site.
So, it is possible to distinguish such basic pros and cons of each direction:
- low cost;
- suitable for all types of devices;
- convenient for promotion;
- contains more information, which affects the conversion.
- often does not have a sufficiently high download speed.
- high speed of loading;
- easy to use, it’s easy to find the information you need (if it is available);
- high price;
- requires more time to develop;
- there is no separate solution for tablet screens;
- causes difficulties at the stage of website promotion;
- doubles the expenditure of labor and time to support and expand the functionality.
Nowadays adaptive layout is used much more often. It is universal and has a relatively large number of advantages. Adaptive layout is developing and experienced developers have already learned to eliminate most of its flaws, or even turn into advantages.
Mobile versions have already lost their relevance. Because of the high price and many difficulties in their work, they are used less and less. Now they are suitable only for highly loaded resources, where due to the high density of traffic, you have to use any available means to avoid losing speed.
We hope that this information was useful to you. You can always contact us for advice, and get an answer to any questions of interest. And if you want to order a site adapted for mobile – we are always at your service. Our specialists will create a modern resource, convenient for all kinds of devices.