Good afternoon, dear friends! How are you? I hope everything is fine. Today we continue the topic of expanding the business card website for its further promotion. This is the second part, based on the work already done to prepare the site.
Results of the first part
In the first part, we laid out the possibility of developing different types of content, including the main page, the services page, as well as pages describing the company’s activities. In addition, we considered review pages, which can be dedicated to both the company as a whole and individual craftsmen. Reviews can include customer gratitude for the services rendered or goods purchased.
We also talked about product pages, where we are talking not only about goods in the classical sense, but also about the results of the work performed. For example, this can be facades, renovation projects, kitchen installation, plumbing installation and other construction or production work.
14. Development of a promotion plan (Content Management)
Goal:
Creating a content promotion strategy for constantly updating the site, maintaining the relevance of the content and attracting new traffic.
Tasks:
Development of a content plan for the sections “Portfolio”, “Reviews”, “Press Center”.
Setting up regular publications and content updates.
Preparing proposals for the creation of new materials, articles and texts for the site.
What we get as a result:
A plan that will keep the site relevant and interesting for visitors.
A regular influx of new content that will improve search positions and increase customer loyalty.
Price:
Development of a content plan and management can cost from 1,000 to 2,000 shekels per month.
Approximate execution time: 1-2 weeks to develop a plan.
Now we have to develop a strategy for filling the site. One of the key steps is to create a taxonomy of keywords. In the first part, we have already started mapping keywords: we made a plan of relevant phrases tied to specific pages. This allows us to effectively promote each area of activity.
A taxonomy was developed inside the site – a categorization system that forms the internal skeleton of the structure. It helps to link key queries to specific pages and articles, including a press center where expert opinions and answers to user questions will be posted. For example, if we are talking about apartment renovation, separate articles can be devoted to kitchen installation, plumbing installation or balcony glazing.
Organizing content for search engine optimization
The content on the site should be structured in such a way that search engines can easily analyze it. To do this:
Objects of work are divided into categories (for example, installation of kitchens, bathrooms, terraces).
Each category is associated with a specific set of keywords.
Project portfolios, customer reviews, and expert articles are placed inside the categories.
This way, the search engine sees that the category page is relevant to a specific query. In addition, you can use additional keywords that are not always appropriate to place on the main pages, but which are important for SEO. For example, you can separately promote queries related to the development of a kitchen project, its production and installation. This allows you to cover more search queries and increase the visibility of the site in the search results.
15. Local SEO
Goal:
Optimize your site for local search to attract customers in your area.
Tasks:
Optimize content for local keywords (e.g. “services in [city]”, “construction [city]”).
Create local pages and link to maps and geolocation.
Add information to Google My Business and other local directories.
What we get as a result:
Increase visibility in local search.
Attract customers located in your area.
Price:
The cost of local SEO can vary from 500 to 2000 shekels.
Approximate execution time: 2 weeks
This is important for local SEO
If your site is in English, and you are targeting several countries, be sure to indicate on the site where exactly you are located. This is important for local SEO.
For example, if your site is partially in Hebrew, it will already be more tied to Israel. But if you want to promote a Hebrew-language website in America, you’ll have to convince Google that you’re selling to Hebrew-speaking people in the United States. For example, if you have a bookstore, it’s important to indicate that it’s physically located in America: add specific contacts, addresses, and register your business with Google My Business (aka Google Maps).
Adding information to Google My Business will not only help your business show up in local searches, but will also automatically create a card for it in Yandex.Maps. This is especially important if you have an offline store in a specific city.
The Importance of Accurate Geolocation
If you have a specialized business, it’s important to clearly position your location. For example, a person might travel to Tel Aviv if they know that only there is a salon there that can cut a dog of a certain breed. In smaller countries, t
In countries like Israel, people are willing to travel short distances for unique services.
And if you have a business that offers home visits, such as a massage parlor, you can offer your services throughout the country. The main thing is to correctly indicate this on the website and in Google My Business.
Map and reviews
It is very important that your business:
Be marked on Google and Yandex maps.
Have exact addresses and photos of the location (for example, via Google Street View).
Collect real reviews.
To encourage customers to leave reviews, you can offer a small discount in exchange for a real review in Google Maps. However, it is worth remembering that Google moderation is quite strict, and fake reviews may not pass the check.
Local SEO and links
To improve local SEO, it is important that your site is mentioned on local authoritative resources. These can be:
City directories.
News sites.
Thematic portals.
Local business directories.
Some of them post information about businesses for free, and some require payment for posting an article or link.
If your business is mentioned in social networks (Facebook, Instagram, Twitter/X), this is also useful, but for local SEO, links from authoritative local sites are more important.
16. Link building
Goal:
Creating a strategy for attracting high-quality external links to a site to increase its authority in search engines.
Tasks:
Developing a strategy for link building.
Finding and creating opportunities to get links from authoritative sites.
Monitoring and analyzing the effectiveness of links.
What we get as a result:
Increasing the authority of the site, which contributes to the growth of positions in search results.
Price:
Link building can cost from 500 to 2000 shekels, depending on the amount of work.
Estimated execution time: 1-2 months
The best option for a direct link is when you post an article on a blog or portal and indicate a link in it that leads to the promoted page. The main thing is that when you hover over the link, it is immediately clear where it leads.
Posting links is a constant work. Some links are posted, others are deleted over time or go deep into the site. It is important to avoid posting on resources with a bad reputation, such as sites with low-quality content or questionable materials.
It is not always possible to agree on a link from an authoritative resource with a high rating. Therefore, competitor profiles are analyzed first and start with simpler links. It is important that the links are distributed throughout the site, and not concentrated only on the main page.
When competition is low, several links to a page are enough for it to start ranking. In more complex cases, you have to agree on posting on serious resources.
Another important aspect is working together with social marketing. Social networks can be used as blogs, publishing information about products, cases, reviews and adding links to promoted pages. Moreover, the text can be duplicated in different versions, not necessarily word for word.
For example, here is an analysis of the link profile of a site on auto parts. The program shows which links lead to the site, where they are placed and what their authority is. We see the pages where the links are located, their rating and estimated traffic.
Links are different: incoming and outgoing
Incoming links lead to our site, and outgoing links lead from our site to other resources. There is also a difference between regular links and links with the NoFollow attribute, which do not transfer link weight.
It is desirable that links are placed in thematic articles and on specialized resources. However, you should not make all links too relevant, otherwise this may be perceived as spam. For example, if all links lead strictly with text that completely matches the keyword, search engines can reduce their value.
Direct links placed in articles on blogs or forums, especially if they are naturally embedded in the content, work best. For example, a link to a car suspension placed in a discussion of auto parts on a forum will be more natural than just a link placed in a random list.
All this is a whole science, in which experiments and analysis are important. Competent construction of a link profile requires constant work, adjustment of strategy and consideration of current search engine algorithms.
17. Joint work with social marketing
Goal:
Integration of the site with social networks to attract traffic and increase engagement.
Tasks:
Development of a promotion strategy on social platforms.
Integration of buttons and widgets for social networks.
Launching advertising campaigns and promoting content through social networks.
What we get as a result:
Attracting traffic from social networks and increasing interaction with the brand.
Price:
Working with social networks can cost from 500 to 2000 shekels per month.
Approximate execution time: 1-2 weeks to start a campaign.
18. Expanding the Google Ads advertising campaign
What we do:
Based on the developed semantic core, we scale tabulating an advertising campaign in Google Ads, covering all key sections of the site:
Portfolio – creating campaigns aimed at demonstrating completed projects, with an emphasis on relevant search queries.
Press center – promoting expert materials, news and articles to attract an audience interested in industry trends.
Services – creating detailed advertisements for each direction, with testing of various formats and messages.
Remarketing – setting up campaigns for users who have already visited the site to increase conversion.
Additional work:
Ongoing testing of multiple ads (A/B tests of titles, descriptions, extensions).
Optimization of bids and cost-per-click strategies for maximum ROI.
Monitoring search queries and expanding key phrases in the process.
Analysis of competitive ads and adjustment of advertising texts.
What we get as a result:
Increased audience reach due to new advertising directions.
Increased advertising efficiency through testing and optimization.
Increasing conversion through remarketing and personalized ads.
Price:
The cost of setting up and running a campaign depends on the amount of work and the advertising budget. Basic setup – from 1,000 to 2,000 shekels. Monthly support – from 2,000 shekels.
Estimated execution time:
Campaign expansion – 1-2 weeks.
Testing and optimization – an ongoing process as part of monthly work.
19. Working with behavioral factors and outreach
Goal:
Creating a strategy for working with behavioral factors (time on site, number of pages viewed) and interacting with influential resources (outreach).
Tasks:
Developing a strategy to increase behavioral factors.
Collaboration with influential bloggers and sites to get links and traffic.
What we get as a result:
Increasing engagement on the site and improving positions in search results.
Price:
Working with behavioral factors and outreach can cost from 500 to 2000 shekels.
Estimated execution time: 1-2 months
How does the monthly process work?
Parallel work: All these tasks are performed simultaneously and interact with each other. For example, updating content can affect the improvement of positions in search, and link building will increase trust in the site, which will help increase user engagement.
Flexibility: Depending on the results of the month and changes in the market, we adjust the focus of work, strengthening certain areas.
Realistic assessment: All stages of work are aimed at achieving specific goals: increasing traffic, increasing positions, improving conversion, and, of course, strengthening the position of your business in the online space.
Thus, monthly work consists not only in improving the current aspects of the site, but also in the constant optimization of all processes in order to make the site as efficient and competitive as possible.