W obecnych czasach kluczową kwestią, w prowadzeniu własnego biznesu, jest zrozumienie, że nie istnieje to, czego nie ma w internecie.
Dodatkowo globalizacja sprawiła, że wręczenie małej wizytówki, czy też zamontowanie reklamy przydrożnej niestety już nie wystarcza. Każda szanująca się firma, która ma na celu bycie rozpoznawalną i która aspiruje do rozszerzenia działalności i pomnożenia zysków, posiada prężnie działającą stronę internetową. Niestety, konkurencja w internecie jest tak duża, że witryna z łatwością może odpłynąć w czeluści sieci i stać się “okrętem widmo”. Jak tego uniknąć? Z pomocą przychodzi pozycjonowanie SEO.
Na początek warto przypomnieć czym właściwie jest SEO
Akronim ten pochodzi z języka angielskiego, którego pełne brzmienie to Search Engine Optimalization i oznacza optymalizację strony internetowej pod kątem wyszukiwarek. Głównym celem SEO jest zdobycie jak najlepszej pozycji witryny po wpisaniu konkretnych słów kluczowych, (sprawdź jak dobrać odpowiednie słowa kluczowe) co generować ma jak największą liczbę wejść. Strona równocześnie staje się po prostu bardziej widoczna w szeroko pojętym internecie.
Co to oznacza w praktyce?
Wyższe pozycje w wyszukiwarce osiąga się dzięki konkretnym działaniom. Działania w zakresie SEO podzielić można na zadania optymalizacji treści, kodu i profilu linkowego.
Optymalizacja treści zawiera w sobie po pierwsze utworzenie takiej treści, która będzie oczywiście odpowiadała tematyce strony. Co więcej, musi ona zawierać w sobie frazy kluczowe. Trudność może polegać na tym, że czasem słowa klucze wkomponowane w tekst mogą nie zabrzmieć naturalnie, a treść musi przecież przedstawiać jakąś wartość. “Produkowanie” tekstu tylko pod SEO niekoniecznie będzie idealnym pomysłem.
Ważna dodatkowo jest warstwa wizualna tekstu. Stosowanie pogrubień, pochyleń, podkreśleń, hierarchii nagłówków może bardzo pomóc.
Warto zastosować również wewnętrzne linkowanie serwisu poprzez odpowiedniego zbudowania m. in. menu strony i treści.
W celu optymalizacji kodu strony internetowej, należy w pierwszej kolejności wziąć pod uwagę, że witryna powinna być zrobiona zgodnie ze standardami W3C, po to, by strona poprawnie wyświetlała się użytkownikom i by było możliwe wygodne przeglądanie jej na różnych urządzeniach, a nie tylko na monitorach komputerowych. Dodatkowo, warto również pamiętać o tak podstawowej rzeczy jak szybkość ładowania się strony. Można ją poprawić m.in. poprzez zmniejszenie objętości kodu.
Natomiast w optymalizacji profilu linkowego trzeba zwrócić uwagę na to, gdzie są one umiejscowione oraz na adresy URL, do których prowadzą linki na stronie. Nie bez znaczenia są również proporcje między linkami dofollow i nofollow, także parametry jakościowe serwisu i wykorzystywane kotwice linków.
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Kiedy trzeba zainteresować się zagadnieniem SEO?
Jeśli tylko prowadzisz własny biznes i masz już profesjonalnie wykonaną stronę internetową to na pewno na korzyść działa znajomość prawideł marketingu internetowego. Są jednak sytuacje, kiedy bardziej trzeba się zainteresować losem witryny i tematem SEO.
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Pierwszą z nich jest niski ruch na stronie
Brak użytkowników odwiedzających witrynę może oznaczać jej nieatrakcyjny wygląd, mało interesujące treści, słabe zainteresowanie ofertą twoich usług lub produktów. Powoduje to również kolejną niekorzystną sytuację, ponieważ robot Google, kiedy “widzi” taką stronę, również uznaje ją za bezwartościową i jest ona przez niego spychana gdzieś w odmęty internetu.
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Kolejną jest spadek strony internetowej w wynikach wyszukiwania.
Taki los może spotkać nawet witryny, które do tej pory były na pierwszych pozycjach i niekoniecznie coś w nich samych musiało ulec zmianie. Modyfikacjom natomiast ulegają algorytmy Google, który często wprowadza zmiany w kryteriach, w które twoja strona mogła się akurat nie wpisać. Jest to bardzo przekonujący powód ku temu, by poszukać agencji interaktywnej, która zajmuje się skutecznym pozycjonowaniem stron.
Zależy Ci na natychmiastowym efekcie? Być może idealną opcją okaże się dla Ciebie kampania Google Ads. Sprawdź czym są płatne reklamy i czym SEM różni się od SEO.
Jakie wymierne korzyści daje SEO dla Ciebie?
SEO, którego celem jest zwiększenie ruchu na witrynie, sprawia, że większa liczba potencjalnych klientów zapoznaje się na przykład z produktem, który oferujesz- a to proporcjonalnie przekłada się na zwiększenie kupujących.
Większa widoczność w sieci rzutuje również na rozpoznawalność, a to z kolei buduje zaufanie do firmy. Chętniej kupuje się produkty marki, która jest nam znana, którą ktoś polecił lub chociażby kiedykolwiek o niej usłyszeliśmy, niż firmy nieznanej, jeszcze bez dobrej strony internetowej.
SEO zresztą zyskuje na popularności, więc coraz więcej firm będzie zainteresowanych możliwościami jakie oferuje, co przyniesie zgubne skutki dla tych, którzy o pozycjonowaniu nie słyszeli albo nie poświęcają mu uwagi.
Określając krótko korzyści, jakie SEO może ci przynieść, można powiedzieć, że dzięki niemu zwiększysz zainteresowanie swoimi usługami i produktami, przez co po prostu zarobisz więcej.
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