Website promotion in Google remains one of the key tasks for online business owners and marketers. At the same time, the constantly changing search engine algorithm requires SEO specialists to constantly adapt and change their promotion strategies. In this article, we will look at the main tips and strategies for website promotion in Google in 2023.
What should a website be like for promotion?
To promote a website in the Google search engine, several methods are used, one of which is contextual advertising. However, in order to successfully attract the target audience and increase conversion, the site must meet a number of requirements.
Первое и самое важное поисковое требование для продвижения — expertise. It is important that the site contains information that may be useful and interesting to the user. For example, if the site is dedicated to selling goods, it should contain a detailed description and characteristics of the product, as well as useful tips on its use. It is also important to monitor the relevance of the information on the site and update it regularly.
Второе поисковое требование для продвижения — quality. The site must be made in accordance with modern design and programming standards, have a user-friendly interface, fast page loading and be adaptive to various devices. It is also important to pay attention to the quality of the content on the site so that it is unique, informative and easy to read.
Третье поисковое требование для продвижения — relevance. Сайт должен быть постоянно обновляемым, а информация на нем — актуальной и полезной для целевой аудитории. Также важно следить за работой сайта, его техническим состоянием и безопасностью.
Четвертое поисковое требование для продвижения — adaptabilityThe site should be adapted to various devices, such as mobile phones, tablets, desktop computers, etc.
This is important because most users today use mobile devices to browse websites.
Considering all these search requirements, we can conclude that for successful website promotion using contextual advertising in Google, it is necessary to create a website that is expert, high-quality, relevant and adaptive. Such a website will attract more users, increase conversion and ensure a high level of sales, i.e. rise up in search results.
Tips and tricks
Quality content
Creating high-quality content remains one of the most important factors for website promotion in Google. It is important that the content is unique, informative, useful and meets user needs. It is worth paying attention not only to texts, but also to graphics, videos and other content formats that will help attract more attention to the site.
Improving user experience
Google is increasingly paying attention to how users interact with the site and is betting on improving the user experience. To do this, it is necessary to ensure fast loading of the site, convenient navigation, adaptive design and other factors that will make the user's interaction with the site as comfortable as possible.
Mobile optimization
Every year, the number of users using mobile devices to search for information increases. Therefore, mobile optimization is becoming increasingly important for website promotion in Google. It is necessary to ensure that the website is displayed correctly on different mobile devices, has an adaptive design and fast loading.
Website promotion in Google in 2023 in Tashkent, as elsewhere, will require taking into account current trends and adaptation to changing search engine algorithms. Here are some tips and recommendations:
Local optimization using keywords: Предположим, у вас есть ресторан в Ташкенте, который специализируется на узбекской кухне. В этом случае, ключевые слова, такие как «узбекский ресторан в Ташкенте» или «лучший плов в Ташкенте», должны быть включены в контент вашего сайта.
Mobile optimization based on local habits: Knowing that many Tashkent residents prefer to use mobile devices to search for local establishments, make sure your website is fully mobile-friendly to ensure a convenient experience for mobile users.
Local reviews and social signals: Actively work to attract reviews from satisfied customers on your Google My Business page and social media. These reviews can attract more local customers and boost your search rankings.
Updating information: If your Tashkent restaurant changes its opening hours or menu seasonally, be sure to update this information on your website and social media profiles. This will help avoid misunderstandings and improve the user experience.
Taking into account local events and holidays: If your business is related to seasonal events or holidays, focus on this in your content and advertising campaigns. For example, if you have a gift shop, prepare for sales for the New Year, Nowruz, and other traditional holidays.
These examples demonstrate how to take into account the specifics of Tashkent and local features when promoting your site. Successful website promotion in Tashkent requires flexibility and adaptation to the needs of the local audience.
Search Engine Optimization and Social Media
Social networks are becoming an increasingly important channel for website promotion in Google. It is important to have active profiles in social networks, which will help promote the site, raise it in search results and, thus, attract the target audience. In addition, active activity in social networks can help improve the brand reputation and increase the overall number of links to the site.
Content Optimization
Content has always been and remains a key factor in website promotion in Google. In 2023, this fact does not change. But there are a number of changes that are important to consider. First, you need to focus on the keywords and queries that will be used to optimize the content. It is important not to forget that the content must be natural and easy to read, otherwise Google may consider it spam.
Next, it is important to pay attention to the diversity of content. In addition to text articles, you need to include videos, images, graphs, tables and other formats in your content. This increases user interest in the content and can also improve the search positions of the site in search results.
Another thing to consider is the length of your content. In 2023, content length plays a big role in SEO. Articles with more than 1,500 words have a higher chance of ranking high in search results.
Using a data markup schema
Схема разметки данных — это способ помочь поисковым системам лучше понимать содержимое вашего сайта. Это может включать информацию о продуктах, услугах, местоположении, отзывах и многом другом.
Использование схемы разметки данных может повысить шансы на появление в «выделенных результатах» (featured snippets) и «ответах на вопросы» (answer boxes) в поисковой выдаче. Также это может улучшить видимость вашего сайта на карте Google, т.е. способствует его продвижению.
Creating quality backlinks
Качественные обратные ссылки — это ссылки на ваш сайт, размещенные на других сайтах. Они помогают увеличить авторитетность вашего сайта в глазах поисковых систем. Однако не все обратные ссылки одинаково полезны.
Quality backlinks should be natural and placed on sites with high authority. It is important to remember that the quality of links is more important than their quantity.
Keyword research
To successfully promote a website in Google using contextual advertising, it is necessary to clearly define the goals and objectives that are set for this type of promotion.
Before launching a search advertising campaign, you need to define your target audience, i.e. those people who may be interested in the product or service you offer. This will allow you to determine the necessary keywords that will be used in the search campaign. In addition, the target audience can be divided into segments, which will also be useful for developing a promotion strategy.
Contextual advertising is an effective tool for search engine promotion in Google. It allows you to attract the target audience to the site using keywords that users enter into the search engine. However, for contextual advertising to be successful, it is necessary to carefully work out the keywords for site promotion.
Promotion strategy
Step 1: Selecting Keyword(s)
Первый и самый важный шаг — это подбор ключевых слов. Для этого нужно провести исследование рынка, выявить конкурентов, изучить их сайты и определить, какие ключевые слова они используют для продвижения. Также необходимо выяснить, какие запросы вводят потенциальные клиенты, и на основе этого сформировать список ключевых слов. Важно помнить, что выбранные ключевые слова должны быть релевантными тематике сайта и отражать его основные продукты и услуги.
To work out keywords, you can use various tools such as Google Keyword Planner, SEMrush, Ahrefs and others. They allow you to get information about how many times a month certain words are searched for and what competition there is for them. This information will help you choose the most effective keywords for your advertising campaign.
Step 2: Grouping Keyword(s)
After selecting keywords, you need to group them. Groups should be logically related and reflect the main categories of goods or services. This will help simplify the process of creating advertisements and increase the effectiveness of the advertising campaign.
Step 3: Create Ads
Создание рекламных объявлений — это следующий шаг в продвижении с помощью контекстной рекламы. Важно, чтобы объявления были информативными и привлекательными для пользователей. Они должны содержать ключевые слова и ясно указывать на основные преимущества товаров или услуг. Также необходимо следить за соответствием объявлений и ключевых слов.
Step 4: Determine Keyword Bids
In order for advertising to be effective, it is necessary to set bids on keywords. The higher the bid, the greater the chance of getting to the first page of search results. However, you should not set too high bids, so as not to overpay for clicks.
Step 5: Writing Advertisements
После того, как вы составили список ключевых слов и подготовили список негативных слов, следующий шаг — написание рекламных объявлений. Важно, чтобы текст объявления был привлекателен и затягивал потенциальных клиентов. Рекламные объявления должны отражать то, что вы предлагаете и почему ваше предложение лучше, чем у конкурентов. Также, не забудьте включить в объявления ценность вашего продукта или услуги.
Кроме того, необходимо определить, какой тип объявления будет работать лучше всего для вашей кампании. Существует несколько типов объявлений контекстной рекламы, включая текстовые, графические и видео-объявления. Текстовые объявления — это наиболее распространенный тип объявлений, который состоит из заголовка, описания и ссылки на страницу вашего сайта. Графические объявления, с другой стороны, используют изображения или графику для привлечения внимания клиентов. Видео-объявления позволяют создавать короткие видеоролики, которые могут помочь увеличить конверсию.
Step 6: Develop a promotion strategy
Based on the data obtained about the target audience and segmentation, it is possible to develop a promotion strategy using contextual advertising. The key stage here will be the selection of keywords and the creation of advertisements.
Ключевые слова — это слова или фразы, по которым потенциальные клиенты могут найти ваш сайт в поисковых системах. Они должны быть максимально точными и соответствовать тому, что ищет пользователь. Например, если вы продаете женскую обувь, то вашими ключевыми словами могут быть «купить женскую обувь», «сапоги для женщин», «туфли на каблуке» и т.д.
Step 7: Evaluate effectiveness
Оценка эффективности контекстной рекламы — это последний, но не менее важный этап в продвижении сайта в Google. Для этого необходимо установить цели и показатели, которые вы хотите достичь с помощью рекламы, например, увеличение числа посетителей на сайте, увеличение конверсии или увеличение продаж. Чтобы отслеживать результаты, можно использовать специальные инструменты аналитики, такие как Google Analytics или Яндекс.Метрика
EAT and EEAT formula
Google — это не просто поисковая система, но и компания, которая стремится обеспечить пользователям максимально точный и полезный контент. В этом контексте Google разработала понятие E-A-T, которое является основой для алгоритма ранжирования поисковой системы.
What is EAT?
E-A-T — это аббревиатура:
Expertise (expertise),
Authority
Trustworthiness.
These three factors are key for Google when evaluating the quality of content and sites. In other words, the higher the level of expertise, authority, and trustworthiness of a site, the higher it appears in search results.
EAT was introduced by Google in 2018, as part of a search engine algorithm update called the Medic Update. This update was aimed at improving the ranking of sites that discuss medical issues, as well as improving the quality of the content on these sites.
In order to provide users with the most accurate and useful information, Google has begun to focus on who creates the content and how it was created.
Expertise (expertise)
Экспертиза — это способность создавать высококачественный контент, основанный на знаниях, опыте и квалификации автора. Как правило, эксперты имеют научные степени, опыт работы в соответствующей области или другие соответствующие квалификации.
Google recognizes experts as content creators who create the most valuable and useful content for users. Consequently, sites that contain content from experts rank higher in search results.
Authority
Авторитетность — это мера того, насколько важен и уважаем автор контента. Google использует различные факторы, чтобы определить авторитетность сайта, такие как количество ссылок на сайт, его возраст, размер и качество аудитории и т.д.
In other words, a site's authority is what helps it stand out in search results and attract more potential customers.
Trustworthiness (trust)
TOIn addition, Google also recommends making sure that your site does not contain content that may cause distrust among users. This may include content that is fraudulent, fraudulent links, or contains false information.
Another important aspect is the site's compliance with security and privacy standards. Google believes that sites that do not meet these standards can harm the user experience and reduce user trust.
Finally, Google recommends creating sites that are high quality and reputable. This may include ensuring that pages load quickly, have great design, and provide useful, easy-to-understand content.
В целом, E-A-T — это важный аспект любого сайта, который желает иметь хорошие позиции в результатах поиска Google. Он подчеркивает необходимость создания качественного и полезного контента, а также соответствие высоким стандартам безопасности и конфиденциальности. Сайты, которые успешно выполняют эти требования, будут иметь больше шансов на успех в поисковой оптимизации.
В 2023 году Google расширил известную формулу E-A-T еще одним компонентом, который они назвали «опытом». Таким образом, формула успеха в поисковой оптимизации, согласно Google, теперь выглядит как
EEAT:
experience,
expertise,
authority
trustworthiness.
To create expert content, you need to not only have experience, but also confirm it on the author's page.
Content quality is an important factor in website ranking in search results. It is important that keywords and phrases are organically included in the text. Search engines are constantly improving their algorithms to identify content that matches the user's query and is SEO-friendly.
It is worth remembering that articles are intended for people, not search robots. To create a trusting relationship with users, it is necessary to provide arguments and evidence in the text. Yandex, like Google, takes into account expertise and authority when ranking pages.
Neural networks
Neural networks can now create not only images and magazine covers, but also text materials. Some New York City schoolchildren are currently using the ChatGPT chatbot to write essays, but the Department of Education has blocked access to the tool because it makes it difficult to distinguish between human and artificial writing.
Here are some ways in which neural networks can be used to promote websites:
Data Analysis: Neural networks can help analyze large amounts of data about user behavior on a site, allowing patterns to be identified and which pages or content are most popular among the Tashkent audience.
Personalized content: Using AI to create personalized content can increase user engagement and retention. This is especially important for taking into account the preferences and needs of local audiences.
Automation of SEO tasks: Neural networks can be used to automate certain SEO tasks, such as competitor analysis, monitoring search engine rankings, and creating content optimization recommendations.
Forecasting trends: Using data analysis and neural networks, it is possible to predict trends and changes in user behavior in Tashkent, which helps to adapt the website promotion strategy.
Neural networks are also used in media, where they can generate headlines and entire articles. For example, since November 2022, CNET used artificial intelligence to write 73 articles on financial topics, such as how to pay off a credit card balance. But can you use such content on your site for SEO?
Google will likely develop filters to detect artificial intelligence in the near future and fundamentally distinguish such content from that created by humans. Therefore, the use of neural networks is not recommended, and it is better to focus on expert materials created by real people.
Conclusion
In conclusion, website promotion in Google in 2023 in Tashkent requires you to carefully analyze and understand the requirements of the search engine. Follow these tips and recommendations to improve your website ranking and attract more potential customers in the capital of Uzbekistan.
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