There’s no secret that the amount of traffic depends on the position in the search results. In its turn, company’s profit depends on the amount of traffic. Many SEO specialists at the beginning of their careers are struggling to find some additional sources for promotion. Sometimes even experienced SEOs face this same problem.
In this article we will focus on how to fix site’s flaws and errors, improve site’s positions in the search results, and acquire considerably more traffic.
How to make an optimization plan
Starting with self-improvement, you make the environment better. Therefore, our plan of the site’s improvement aims to identify sources for internal promotion, namely:
- determination of functional and technical errors of the site;
- elimination of this errors by order of priority.
After detecting the site’s problems, we will identify external sources of traffic:
- we will find perspective competitors who rank high in the search results;
- analyze their resources and highlight interesting chips and solutions;
- borrow rivals’ ideas and implement them on our website.
In order to carry out both parts of our promotion plan (internal and external optimization) we will use Serpstat.
How to find and solve internal problems of the website
Registering on the site and creating a project to work on is enough to conduct an audit of defects. After login, we are going to List of Projects section, which is located in the upper right corner of the home page. Go to Serpstat and click the Create New Project button, then add the domain address and the name of the project.
Now click the Start Audit button and configure the settings. In our example, we analyze the site shopify.com. We carry out an audit of 1,000 pages, including subdomains.
Time of audit depends on the chosen configurations but usually takes no longer than 20 minutes.
The first page with results is a summary, which shows how well a domain is optimized. Our sample domain contains a lot of errors and more than 25% are critical. It will take lots of time to fix them all.
To find out how problems are allocated by the website’s functionality, we scroll down the page. We see that shopify.com is experiencing problems mostly with Headings, Redirects and especially with Meta Tags.
First of all, let’s figure out what sort of problems we are having with Meta Tags. We know that these tags are used by search engine to compile snippets (text blocks that describe the theme of the site, and present it in the search results).
In our sample case, most of the shortcomings are connected with titles that are too long. Our second biggest problem (or rather Shopify’s) is with descriptions that are either too long or too short . Issues with missing descriptions and duplicating titles aren’t so widespread, but still need to be fixed given that these types of errors are of high priority.
All the detailed information can be found by pushing More details button under the extended description of each issue.
Moreover, you can download it in any convenient format to ease the future working process.
Next, we focus on problems with Redirects. As we can see there are no critical problems but it still requires attention for better performance. Pushing the More details button, you’ll find a links list with all the wrong redirects.
Now, lets move on to the errors with Headings. All flaws here are marked with the highest priority level. So it is necessary to fix them immediately. Again, to find out what specific pages are missing H1 headers you can click on the drop-down list’s icon and click on the More details button.
Eliminating all major SEO errors on the regular basis is the key to the long-term development of a website. If it’s convenient for visitors, your website credibility and the brand awareness will increase. Thus, increasing the site’s traffic and positions in search results.
How to find good ideas and implement them on your site
Now it’s necessary to add something that was not presented on your website before. A completely new useful and functional feature or a design solutions.
The best source for such ideas is your direct competitors. They will always push you to self-improvement because you will always have to be able to perfect them.
To find all the good stuff and original ideas of your competitors on any topic we will reserve to the keyword research. What? Keyword research? Bear with me, ok. Let’s take the phrase “electronics us” as our broad match sample.
Let’s navigate to Keyword Research —> SEO-analysis —> Top Pages. We got the most prospective pages that are relevant to the queried keyword. Now if we sort our results by the level of their potential traffic likeso:
We will have the top pages that use the original functionality and design to get promoted in the search. Our next step would be to go for it and borrow the best ideas from these pages.
For example, let’s pass through the very first link in our example. The site attracts attention with its design and functionality: minimalist style; easily accessible contact number; beautiful fonts; comfortable placement of the site sections; big beautiful picture etc.
Bonus Tip: Choose an Ace-in-the-Pocket Niche
Justin L. Morgan, dental SEO specialist says,”Each niche is different. For instance, in the dental niche, almost no one is actively building backlinks to dental websites. If you’re the only one creating link-worthy content, and you’re the only one building relationships with bloggers and journalists in the dental field, you’re going to have an ace in the hole as far as outranking other dentists in your area.”
To promote the site in the search results you need to detect, examine, and correct all of its errors and shortcomings. In order to do that, we first carried out the comprehensive resource analysis. Then we identified our problems and grouped them by a level of priority.
Site audit and the solution of detected problems will certainly help your site promotion in the search results. That way more actionable than relying on shady schemes offered by shady SEOs in the dark places of the internet. Always remember that regular inspection of your site is the key to its technical stability and will ameliorate your site’s user experience.
It is also necessary to use both internal reserves as well as external. That’s why you should analyze competitors in the search, find their top solutions, and adopt their best ideas on our site.