Good afternoon, dear friends! Today we have a very interesting topic that we need to discuss. It is called “SEO for business”. If you have a business card website, what steps should you take next? What is your situation? For example, you have a small production, your own carpentry workshop, or you are engaged in repair work, make a turnkey bathroom, manufacture something, do glazing of balconies. That is, you have a small production, and you want to promote your services. Moreover, you have a range of services, not one, but several.
You have already tried targeting, advertising in social networks, where you pay for impressions, but impressions are much higher in relation to clicks. You have tried advertising in Google Ads, which can also be effective. But since you are looking to the future, you want to take action for the long term. This video is just for you. If you just need a landing page or a business card site, you are at the initial stage, when you do not even understand what you want, then a business card site can be made inexpensively, in 3 days, high-quality and with a good design. But this is to show neighbors or colleagues where your services are listed.
Today we are talking about something else: how to get organic traffic step by step, according to a plan, that is, traffic that comes through SEO. Sometimes they write “SEO is free when creating a site.” This is a misunderstanding, because SEO is a process.
First of all, we have a plan, a strategy by points:
1. Search research (Keyword Research) – what people type in search engines.
These can be short expressions, for example, “buy a washing machine”. If you add “buy a white Samsung washing machine”, this is a more targeted request, which is typed less often, but it has a higher conversion rate.
If you make a specific landing page for such a request, it will be effective. For example, I worked with companies producing aluminum panels for ventilated facades. They always had a portfolio with the objects they installed.
First of all, we collect keywords related to services. This is called a semantic core. It can cost from 500 to 2000 shekels and take from a week to two, depending on the number of services.
The semantic core is a group of keywords by which we will promote your site. We transform your business card into a more serious commercial project, a corporate site.
2. The next stage is working with the semantic core.
As a result of search research, we can get groups of keywords that we did not know about before. This can lead to business expansion. For example, if you see that there are requests for areas close to your business, you can add sections with additional services to the site.
The stage of working with the semantic core can take about a week and cost from 500 to 2000 shekels, depending on the volume of your activity.
We assign a group of keywords to each page. For example, on the “buy a washing machine” page, we can use several keywords, and assign the remaining variations of keywords to this category.
3. Next comes the development of the semantic model and structure of the site.
Based on the semantic core, we develop the structure of the future site. This is important because the site should reflect what people are looking for.
We develop a semantic model that reflects user queries. This allows us to create a site structure that will meet their needs.
Low-frequency queries that are typed less frequently can be more convertible because they lead to a specific page with a specific product or service.
We develop a site structure based on the semantic core. This can cost from 500 to 2,000 shekels, depending on the complexity.
The next stage is competitor analysis. At the beginning, you don’t have to go into detail, just look at what sites your competitors have, what services they offer. This is a standard procedure.
You can research both local sites and sites around the world that produce the same products as you. This will give a more complete picture.
It is important to understand how your competitors’ services differ from yours. For example, if a competitor’s site has been around for 20 years, it will be difficult to bypass it for high-frequency queries. Therefore, you need to focus on unique products and offers.
4. Competitor research is an ongoing process.
At the beginning, there is no point in delving into link mass analysis; this is important already at the promotion stage.
Link mass is a group of sites that contain links to a competitor’s site. These can be authoritative sites that transfer weight to your site.
For a local business, for example, in Israel, link mass may not be as important as for markets with a large number of users, such as the USA or Russia.
5. The next step is to analyze and rework the current business card site.
If your site is already several years old, it is important to keep the domain, since the age of the domain plays an important role in SEO.
If your site is made on WordPress or another platform that can be easily transformed, you can leave the design and gradually implement a new structure.
If you have a business card website with 5 pages (portfolio, reviews, contacts), you can quickly update it. The main thing is that if you have not promoted it in organic search, no one will notice anything.
A minimal website improvement can cost from 500 to 3,000 shekels. Creating a new design – from 2,000 to 10,000 shekels, depending on the complexity.
I usually worked with construction companies, insurance companies, furniture manufacturers, jewelry stores. For them, design is not as important as functionality.
“Design” in English means design, creation, development. In Russian, it is often associated with artistic value.
For promoting a business, for example, hairdressing or wedding salons, design is important. But for most companies, I recommend inexpensive but high-quality design.
6. The next step is installing basic plugins.
These can be plugins for blocks, widgets, a classic editor, a WhatsApp chat, a slave
ota with images, multilingualism, accessibility (accessibility for people with disabilities).
In Israel, accessibility is mandatory, and for its absence you can get a fine. There are also plugins for caching, file compression, SEO.
For SEO, I use the Yoast SEO plugin, which allows you to customize meta tags, headings, snippets (how the page will look in the search engine).
There are also plugins for structuring content so that the search engine understands the structure of your site.
Then I install plugins for development, for example, for inserting custom code or creating additional fields.
7. The next stage is the implementation of a new site structure.
We develop a structure based on the semantic core and begin to optimize the site.
We create categories, product catalogs, a category tree, additional taxonomies (dictionaries) and tags. This is important for thematic ranking.
Category pages often become landing pages, because Google itself finds thematically relevant pages and displays them in the search.
8. The next step is to develop corporate sections.
Google takes into account experience, expertise, authority, and trust (E-A-T: Experience, Expertise, Authority, Trust).
Your site must meet these criteria. You must prove to the search robot that your site is worthy of ranking.
Service pages should be structured, with varied content. Texts should be optimized for keywords, but should not be written entirely using artificial intelligence.
Artificial intelligence can help in collecting information, but the texts must be unique and written by a person.
Google has long been using artificial intelligence to analyze pages, and it can determine if the text is written by AI.
Expert articles must be written by a person to meet the E-A-T criteria.
Portfolio pages must contain the address of the property, description, photos, videos. This is important for geo-dependent queries.
If there is a video on the page, you need to write the text from the video. Google loves this kind of content.
Portfolio pages can be heavy, so it is important to work with caching and improving loading speed.
9. The next step is to develop a press center.
This can be a blog with expert articles, answers to questions, company news.
Each page of the press center should be optimized for keywords.
Reviews should also be on separate pages, with keywords. For example, “review of Petrovich, who made a kitchen in Tel Aviv”.
If there is a video review, you need to write the text from the video. This is very useful for SEO.
Commercial factors such as promotions, offers are also important for promotion. Each offer should be on a separate page.
After implementing the structure and content, the site can be published. In the process of promotion, you need to continue filling the site with news, expert articles, reviews, portfolio items.
All the best.