We continue with the on page SEO workflow based on the Silo plan. In this part 2, you read about Target Page and Supporting Pages keyword research.

6. Target-page keyword research

Your target page and how to find keywords for

In target pages you are searching for primary keywords or the most essential keywords for your website.

On the other hand, for supporting pages you are often searching for terms that you can win quickly.

One critical thing for your target page is that there is only one primary keyword (one target keyword) per page. If it is a very important term, it needs its own page on your website.

You can use other related phrases that you can win, but essentially you are going to optimise for one keyword for one target page. That keyword can have commercial intent on your target page, especially if it is a product page or a service page. But the target page can also be something like a pillar page or some other important page on your website.

Example: our test is to revamp our SEO services page. This is like a lead gen page to get people to try and ask for our SEO services, on page SEO and off page SEO. The keyword for this page could be `SEO services,` `on page SEO,` `off page SEO,` or `on page and off page SEO.`

7. Supporting page keyword research

You will read about:

- how to find your traffic tier
- how to discover keywords for your supporting pages and link them within your silo
- how to categorise your selected keywords into your content plan

7.1. How to find your traffic tier

Let's start by understanding why impressions are so important

Impressions give you a clear picture of how often people see your website when they search. If you read above about avalanche theory, you know that the number of monthly searches for a keyword is super important. So if a keyword is searched 100 times a month, the impressions will show how many times out of these 100 your website was visible.

First, let's figure out where your website stands. Open up your Search Console - Performance, and focus on the period of 90 days (this time frame gives you fresh data and relevant date).

After, select the location you are aiming to rank in. (for our example, we are looking at the United Kingdom).

Make sure to remove any branded keywords from your list. You want to concentrate on the non-branded one. You can use `Custom (regex),` `Queries not containing` to filter your Query section.

To target the right keyword, look at the highest and lowest number of impressions your website got over the past 3 months. Then find the average of these impressions. (Use the round numbers, i.e. 4000, 5000, etc.)

Again, ignore peak days as it will mess up your average.

Your goal is to find and use those keywords that have monthly searches within this average range.

So, in our example, we are at 5000 impressions (average) and Level 5000 from Avalanche Trust Tier Table. We can currently target keywords that have 7500 search volume per month or less.

Keep in mind, with a higher tier level, it could take more than a month to move to another tier level as keywords keep getting more and more competitive.

Advanced strategy

If it is a new website and a website with a small amount of impressions, we recommend starting with impressions to calculate your trust tier levels to get better visibility in SERPs (search engine results pages).

Later, consider focusing on clicks rather than just impressions. If your website has a high visibility but low click-through-rate (CTR), calculate your trust tier level based on clicks to refine your strategy further.

Source: https://www.youtube.com/watch?v=8qYj8k7ecpQ

7.2. How to discover keywords for your supporting pages and link them within your silo

Learn how to find the best supporting keywords and how to link them efficiently

There are two easy methods to find supporting keywords. The first one is Google Search Console and the second one is `people also ask` feature in Google.

By using Search Console, you need to focus on and filter out your main target Page and search for keywords that rank 30+ position and are long tail (meaning that they are longer and more specific keywords).

For that, you can use a simple regular expression formula which will filter out keywords with the 3+ words in it.

Once you get all the keywords, filter them by position, meaning from lowest to highest and look at the question keywords which can be turned into great article titles (for example, we can focus on `how to analyse SEO of a website` that can be one supporting article. Second one can be `how to check your ranking`).

You can also focus on 10 keywords from Search Console and 10 keywords from `people also ask` questions, and then find the monthly searches on those keywords to make sure that they fit your Target Tier which we decided previously.

In our example, we want to focus on:

• `how can I analyse a website's SEO` and
• `what's the best way to check my SEO ranking`.

Another good keywords are `how to optimise SEO for free` and `how to check if SEO is working.

When looking in SERPs for `People also ask`, if you expand it you will get more questions. So always do that. Here you can also get some ideas on good supporting keywords for your titles.

Always check if those questions are searched often enough to fit your website tier and if they fit, they are perfect for you. For example, if they have a lower amount of monthly searches compared to your target tier, that's fine. But if they are in a higher tier level, maybe leave them for later.

Once you have your keywords, it is time to link. Every article or page you create using the supporting keywords should have a link going back to your main page.

When linking, use a longer version of your main keyword as a link text as an anchor text and your main page (target page or tier page) should also have one link going back to one supporting page. Also remember, all supporting pages should have links connecting them to each other.

With these steps you are all set to guide your content team in creating a well structured website.

7.3. How to categorise your selected keywords into your content plan

Simple but effective way to sort your keywords and boost your SEO wins

Start by splitting your keywords from your spreadsheet into multi-tab. On the first tab, filter your Search Console keywords.

On the next tab, get the 'People also ask' questions and here the more the better. Add as many relevant queries as you can.

Now, hop over to the tab where you will add search volume data and you can pull this information using your favourite tool that provides location based number, meaning country based number.

Bring it all together by using simple =vlookup(...) formula to match search volumes with your search console data.

When selecting keywords, remember your tier level. If you are top tier, you can choose any keyword at that level or below. And if you are new to SEO, start at the bottom and climb up each month.

Don't shy away from zero search volume keywords. Why? Because there are hidden gems. These niche topics can make you an authority before they hit the mainstream. Long tail keywords may have low volume, but they are super specific and attract more qualified traffic with less competition. And let's not forget local SEO. Zero volume keywords can drive traffic, local traffic and help you dominate Regional searches. Creating content around these keywords means addressing precise user intent, even if it is for a small audience.

By targeting a wide array of topics, you are widening the net of your keywords. And as search engines get smarter, these keywords feed the semantic search base improving your overall SEO footprint.

With your data ready, it is time to analyse. Label your best picks. Plan like 15 topics a month. Publish regularly every other day and interlink them smartly. Create a network of internal linked content, all leading back to your top level page strengthening your SEO roots.

Example: We picked `how to check SEO ranking.` This one is good and relevant to our top level page with a good amount of search volume below our tier level. And we picked some more from the Search Console. And here is also a good one with a good amount of search volume. From `People also ask` we also choose some of the keywords with zero search volume, but those are all good keywords highly relevant to the top level page, which will help us to widen the net of our keywords and improve our authority within the niche.

After that, you will have all organised and you will be able to target and connect your way to SEO success.

Conclusion of Part 2

The target page keyword research, and also the supporting pages keyword research are both important to define your primary keyword for the target page and variations of keywords for the supporting pages. You now know the details about the two methods to find supporting keywords. The first one is Google Search Console. The second one is the 'People also ask' feature on Google.

The on page SEO optimisation workflow based on the Silo plan

The content is written based on the tested on page SEO method, our SEO experience, and POP optimizer pro. It should take about one hour to read and about eight weeks to implement the entire on page SEO Silo Strategy. Your outcomes may be different depending on your target keywords. You will find out how to achieve results by using the best keywords research for your niche or industry.

It is about some workflow for your website. Regular SEO work, sometimes it can be hard (lack of time, insufficient knowledge, etc.). Use our SEO services and read this content so you will know the results you may achieve with your website.

On page SEO could be a ranking factor for search engines SERPs in 2024 as well. Read on how to use a scientific approach to on page optimisation. Also, use our SEO experience to ensure your website gets found and to grow your business.

The guide for on page SEO optimisation based on SILO structure has four parts:
Part 1 - How to optimize your website with SILO strategy (you are on this page)
Part 2 - Target Page Keyword Research and Supporting Pages keyword research
Part 3 - Creating and optimising the content for your target page and supporting pages
Part 4 - Silo on page optimisations results, your EEAT website's health, optimising Schema, monitoring, off page SEO, scaling up the SEO strategy, examining your SEO progress

Table of contents

To run a successful business of any size these days, even if your business is purely brick-and-mortar, you need to manage your online reputation. This covers a lot of things, starting with building brand awareness of your products and services. While reputation management was once a task for corporate human resources departments, the Internet has changed that definition forever.

People often communicate about their happiness, from a cappuccino in the morning to a nightcap at the end of the day. These posts and conversations begin to build your reputation... Especially if you haven't made any other efforts to increase public trust in your brand.

What exactly is your online presence and reputation? Why is it so important? Your brand image is determined by the sum of information on the Internet that is relevant to you personally and as a company.

Interested consumers can use company websites and blogs, social media posts and public interactions. Careful content creation, expertise, and top-notch customer service are among the ways you can build a positive reputation and earn consumer trust.

You must develop a systematic plan to build and maintain your reputation.

If you haven’t created a mission statement and goals-related document yet, create one now. Reflect your company vision in your online activities.

From the colors and fonts used in your logo to the wording you choose when addressing criticism, you need to have a consistent voice. Every post or interaction should further your goals. Before adding any content to your website or responding to a social media post, make sure it aligns with your brand image and goals. This is particularly useful when dealing with customer complaints.

Use the services of web design experts and SEO agencies to ensure that your business website is attractive and relevant. It should be easy for potential customers to navigate and learn more about your story and goals. Those with experience creating websites and content are worth it. Trust us.

When you link your blog to your website (which most experts recommend), you provide valuable information to your visitors.

You can use a variety of media to convey your message, including embedding videos into your pages. The content must be relevant to your niche and portray you as a credible authority in the field.

Although social media sites should not be the focus of your internet communications, they can help you gain the public's trust and attention. The majority of your sharing should be dedicated to promoting other people’s content.

Direct promotion of your products and services should be no more than a quarter.

This strategy will build trust with others because you are supporting the industry as a whole and not just focusing on self-promotion. Additionally, you'll build a reputation among your colleagues as a trustworthy company, which can lead to new opportunities or partnerships.

Other ways to increase your online reputation is to join groups and forums related to your company. However, don’t focus on promoting your business. Bring relevant insights into the conversation when necessary. If you don't understand something, ask polite questions. You and your company deserve a strong online branding.

Many online communities allow users to post company and blog URLs in their signatures. That's all you should do to promote your forum.

You may also consider hiring a reputation management team if you or your company have a poor online presence. These companies use various tactics to reduce attention to negative content and promote positive search results for your business.

Use a cloud based tool for Hotel And Restaurant operators, for example, that engages with recent customers via email or SMS and invites them to give feedback on their recent experience of your business. There are so many tools to engage with your customers! Use them! Act whisely.

Building trust among the public is critical to a company's success. These methods will help you build an attractive online reputation for your business and provide a solid foundation for both you and the business.

SEO optimization of online stores

Technical SEO eCommerce Guide

Digital Campaign

Do you have an online store? Do you want more visitors and to sell more?

Perfect - this is the SEO Guide for Online Stores to help you get more traffic, more customers and in the end more profit.

Here we approach aspects related to the technical optimization of an online store and the SEO optimization of the entire site especially if you target customers in Europe.

Read this SEO guide for Online Stores to understand the optimization of technical factors and on-site SEO to attract customers from Paris, Rome, London, Madrid, Berlin, The Hague, Amsterdam, Oslo and other wonderful places on the continent.

For details about on page SEO optimisation read these articles about How to optimize your website with SILO strategy and Creating and optimising the content for your target page and supporting pages.   

We think that it is obvious that there are many factors related to SEO and they influence the sales and traffic of an online store. Even so, they can be easily divided into 3 separate categories:

1. Technical aspects of your site

This part includes aspects such as how well written the code of that online store is, how fast or slow it loads, whether or not errors occur, whether Google can read the site correctly, whether it works well on any browser, phone or computer. These are some of the "technical factors".

2. SEO factors of your site optimisation

That is, things we can do on our site, such as: what we put on the first page, how we make the menu, what buttons we have in the menu, what titles we use, what product descriptions and so on. In short, on-site optimization of an online store.

3. SEO factors of external promotion for your store

Here are included things like: where we advertise, what we promote, how much traffic we attract, what kind of visitors, where they come from, and so on. In short, factors outside our site. This is the off-site SEO.

Next, we will talk about the first category: Technical factors that influence the optimization of an online store.

SEO for Online Stores - The Main Technical Factors
First of all, we want to specify an important and very useful aspect if we consider the costs of creating an online store.

Google does not give points to a website for absolutely all the technical optimizations we can bring to a site. There are hundreds of sites on the net that test different aspects of your site and that identify hundred "problems" that "must" be solved.

DON`T TRY TO GET 100% SCORES IN ALL THESE PROGRAMS

It is possible that the cost for the programmer or the developer will be very high in relation to the benefits. Just keep in mind that certain criteria are absolutely essential and for that, you need to hire a developer.

The list of criteria that Google uses to rate a site is very large. Some of those criteria do not exist in a site, certainly. The effect is so small that it is NOT worth investing in getting a “perfect score”. In reality, there is no perfect score.

Regarding the vast majority of technical settings, Google does not reward the settings but RATE THE PROBLEMS.

E.g: We know that Google is very attentive to the loading speed of a site. And it's normal to be like that. It is recommended that any page of the site load in less than 2 seconds. If the site loads over this time, there is certainly fewer points. punctuation. And it is normal to be so - the harder the store loads, the more frustrated the visitor will be.

But, let's say we have 2 online stores: one site load in 1.5 seconds, the other in 0.75 seconds. The second is 2 times faster than the first.

But does the second one deserve a double "technical" score compared to the first one? From a visitor's point of view, both load almost instantly. Do you really think you will notice a delay of 0.75 seconds?

It makes no sense for technical optimizations to generate an extra score in SEO at some point. For a user, both sites load fast enough, in which case there should be no differences in SEO between sites related to this aspect.

The only way this can happen is if Google does NOT reward high-performing sites, but penalizes poorly performing sites.

So, technically, it is good enough. There is no point in hunting for the "perfect score", which is an illusion, and it is very bad in terms of the cost of creating an online store.

List with the most important SEO factors to follow for your online store

UPLOAD SPEED

Preferably the upload speed to be on all pages of a site UNDER 2 SECONDS. Optimal if it is around 1 second. Upload speed is a factor that has always been an important parameter in determining a site's SEO score.

In general, there are 4 main aspects that slow down a site:

› Hosting. The vast majority of servers used or still use Apache server software. Although very robust, reliable and popular, Apache appeared in 1996. It was updated, but the architecture and the way of working are a bit outdated at present and in terms of speed it is quite weak.

› Programming errors, plugin errors or other errors. Simply programming errors present in the site. There is no standard here. Errors can occur from anything and there is no standard way to solve them. If there are errors, they are generally reported in the Google console of that site. After identification, you must contact a programmer or person who develops sites.

› Plugins or scripts. Do you want to have online chat conversations with visitors? Google Analytics? Facebook Pixel? Software to analyze traffic? Another software to analyze something else? Plugin to display friends on Facebook? All of this has a cost in resources - every program that does something slows down your site. Make sure everything you use is really useful. You can test your site with https://tools.pingdom.com/ and you can see what slows down your store the most.

› Very large images or movies. It's nice to have big and clear pictures. Obvious. But sometimes big, clear and beautiful pictures can take up a lot of space. If you have a category with dozens of products, and each one displays a picture of 1 mega, then your page can reach a size of tens of mega. On a connection that is not very fast (mobile, 3g) the page loading will take a lot, even if it is perfectly made technically and has a good server.

BROWSING THE SITE

Can Google browse the site without issues that actually prevent it from "seeing" the content?

There is no bonus or prize here. There are only two situations: Google CAN scan the site or Google CAN NOT scan the site. In case 2, you will not really exist on Google, because your site cannot be read by search engines.

Such errors appear in Google Search Console or if we try to access the cache of a page (write cache: before the URL of the page)

HTTPS - SECURE CONNECTION

In the case of online stores, the secure connection is a plus on SEO. Think about it: If you want to buy something, you send personal data on the net, possibly even credit/debit card data.

These transfers need to be as secure as possible - so HTTPS is important for online stores.

ASYNCHRONOUS LOADING (Async Loading)

This setting is related to the speed of the site. Asynchronous loading causes all the elements present in the site to load in parallel, which makes the site load faster.

In general, these are the main technical factors that influence a store.

We are not saying they're all, but the MAIN factors. What is important to remember is that purely technical factors provide an insignificant plus score, except for the loading speed. These factors penalize you if they are not ok, but they do NOT reward you if they are ok.

SEO for Online Stores - The Main On-Site Aspects

There are two types of SEO factors at the site level: factors related to the entire site and factors related to the optimization of a page.

In the first part of this guide, we will deal only with the factors related to the optimization of the entire site. Let's say the general SEO criteria for the entire online store.

Since 2016, Google has started to focus more and more on factors related to the user experience: how easily he moves through the site, he found or not what he is looking for, how much time he spends on the site to actually read what is written there, what is the percentage of visitors who actually buy and so on.

In the past, these factors were more in the area of ​​conversion optimization - a separate division of online marketing. Now this area is migrating and will be integrated into SEO because the user experience is an increasingly important factor in SEO - a factor that influences the position on Google.

ON-SITE SEO Factors for Online Stores

SITE STRUCTURE AND MENU
The menu and the way the site is structured is the most important SEO factor for online stores.

Why? For the majority of online stores, the life of any product is limited. Put the product in stock (or in the supplier's stock) - it remains available for a period of time - generally not more than 1-3 years - after which it disappears from the final stock.

However, the CATEGORY of which that product belongs remains permanent.

One more thing: an average store has tens or hundreds of thousands of products in stock. Every month there are hundreds of new products coming into that stock and hundreds of products coming out. The work to make for each product a dedicated page, with a lot of text, description, is huge. No one has such resources.

But you can make text dedicated and real content to the CATEGORY of which those products are part.

SO: ONLINE STORES ARE NOT OPTIMIZED FROM THE SEO POINT OF VIEW AT THE PRODUCT LEVEL - ONLY AT THE CATEGORY LEVEL.

There is only one exception: you have very few products and they have a long life. You can optimize at the product level if 50-100 products that will be valid for years.

The way the site is divided is the most important SEO optimization factor at the site level of a store.

The more detailed the category structure, the higher the traffic - because you have very specific pages that can target very specific user searches.

E.g:
›Case A - WEAK SEO optimization (not recommended): www.exemple-store-online.com/skirts/…… products ………
›Case B - GOOD SEO optimization: www.exemple-store-online.com/skirts/short_skirts/short_skirts_jeans/…… products ………

If someone searches Google for "denim skirts" - which of the two destinations is more specific? Which is more relevant to the user's search?

IMPORTANT: all sub-categories INCLUDE the main keyword - skirts - and secondary keywords - short skirts. It is very important that the whole structure is built keeping in mind the keywords pursued and the way in which their hierarchy is organized.

The more detailed the structure of a site and the better correlated with the main Google searches of the target audience, the higher the store traffic will be.

Now, OBVIOUSLY, you don't make the categories to keep them secret. The most normal and obvious place to put all these categories is in the SITE MENU.

The site menu is one of the most viewed elements of a site. The clearer, easier to use and more specific the menu, the better the user experience will be - and at the same time, your SEO score will be higher.

Think about where you are looking for something easier: in a book in which the content does not exist - or in a book in which the content is very well defined.

ELEMENTS OF THE FIRST SCREEN - and more importantly on the mobile
We are talking about the elements of SEO optimization at the level of the ENTIRE online store - the common elements on the entire site - not elements that appear only on certain pages.

What is the first thing any visitor sees on your site? Whatever that is, IT'S ON THE FIRST SCREEN. So you have to be very careful about what appears on the first screen.

Recommendations for the first screen:

› Make a small sentence (you don't have room for more on your mobile) that describes very clearly and succinctly what your store is about. Preferably that description should contain the most important 1-2 keywords you are looking for. The description must NOT be large, maximum 2 rows on the mobile.

› Enter some useful info - the most frequently asked questions/requests from customers. For example free shipping orders over 200 euro / Parcel Check / Free Return / 3-year warranty / 2nd-day delivery / and other things that are a plus for you as an online store and that are very important for your clients.

DO NOT put on the first screen things that have NOT what to look there. Especially on mobile, it is preferable for the first screen to be as clean as possible.

SITE SEARCH - well defined, preferably with an associated text
That is a button, generally with a magnifying glass icon that also has the text: search the site

It is very important that once the user arrives on your site to facilitate as much as you can the road to the desired product. The elements that manage the product path MUST appear on the first screen.

MENU OPEN BUTTON
This is the case for mobile. On a desktop, the menu is generally active from the first. That is a button to press to open the menu. It is preferable to have a text next to the icon that opens the menu (type: Open Menu).

› It is very, very important to help the visitors to find what they are looking for. Besides the search box on the site, the menu is another element very often used for navigation.

For sure, not 100% of all products/product-categories are the most important for you and your visitors. The vertical order in which the categories appear in the menu is good to be as correlated as possible with the number of searches. The more popular a product is, the higher it should be on the menu.

PRODUCT FILTER
Whether you are on the desktop or on the mobile, the product filter button must be very visible.

› Most visitors will end up on category pages, not product pages. If you are in the category, you WANT to be able to filter easily and quickly that category. This means that the filter button MUST be in the first screen, preferably to have an associated text.

DISPLAY SETTING
If you have a category in which there are many products, you can see that category in two ways: a list as compact as possible, a list as detailed as possible. In general, it is good to have a button that switches between the two modes.

SHOPPING CART
Many potential buyers often add and/or check the product cart. It is very important that the "Product Cart" button is easily accessible on the first screen.

BUTTON ABOUT US - important for expensive products
If you sell expensive or complex products/services, trust in the store can be an important factor. If you want to buy something for 2000 euros, you will most likely check that company - is it older? Does it have a headquarters? Is it trustworthy? After all, who do you give 2000 euros to? All this information must be put in the ABOUT US and about us must be easily accessible.

ELEMENTS OF POPULARITY - SOCIAL PROOF - like likes on Facebook
Popularity on social networks - social proof - is an important element that generates trust in your online store. However, I do not know if it is so important, mandatory on the first screen.

Social proof can also be done at the category or product level. However, it is very unlikely that all your products/categories will have many likes. So it's good to have a global element for that.

These are the MAIN elements of SEO related to the optimization of an online store.

Not all of them are related to on-page optimization, but they are related to SEO and are important. From the list above, by far the most important factor is the structure of categories + menu - which are essentially two aspects of the same element - the structure of the site. If you can, and if there are, find some very relevant words for your field of activity. Use those words in a way that doesn't bother the above elements. Remember that those elements are general throughout your site. For example: if you are a printer store - at the search button on the site - you can use a generic text like" search the site "or you can use a custom text like:" search the printer store ". In case 2 you get a focus on the words "store" and "printer" which - obviously it's ok for you.

Digitalization means that your business assets are moving to a digital business. This change can be done entirely and it means you will have a digital business. Or, you can keep your business as it is and develop a new part of your business, the digital part. 

Whether your case, consider how to spend your money for business digitalization.

By using advanced digital technologies, you should see fundamental changes in your business processes that can result in new business models, social change, customers behavior modifications. With your digital platform, your products and services can be available for your clients.

Digitazion is the conversion of text, pictures, or sound into a digital form that can be processed by a computer. In this context, computer is more than a desktop or laptop. It is any device that can convert and deliver data to the user, such mobile phones, smartTVs, smart screens.

Is a website considered a digital asset?

Your website can be your digital asset. A digital asset is anything that is stored digitally, uniquely identifiable that your business can use to give value. Examples of digital assets include documents, audio, videos, logos, slide presentations, spreadsheets, apps, websites.

Question: Can anything be done to reduce the advertising cost? Or to increase the efficiency of further promotion with your money?

Yes, it is possible.

There are two important things that can be done to significantly help the promotion of the site:

1. It is possible to increase the chance that someone who enters the website will become a customer. It's called increasing the conversion rate.

2. The website can be optimized to receive unpaid traffic from Google. It's called search engine optimization, SEO. Read the guide we written on how to SEO for European online stores.

How are they made? And what are the costs? Find out further.

Website

How to build an effective website with your funds

The general strategy of an effective site that sells well

The first point is the site must sell well. That is, to have a high conversion rate. When someone enters your website, there is a great chance to buy or ask for an offer.

The second point is to have as much unpaid traffic as possible (not from paid promotion campaigns), mainly with optimization for Google and other search engines, or SEO.

How to increase the chance that your website will sell - high conversion rate

We receive many requests to the agency from people who want websites for their businesses. One of the most frequently encountered requirements is that the site should be "simple and easy to use". The simpler, the better.

It seems like a reasonable request, right?

It's like saying: "he wants a salesrep... but let him be quiet, not to disturb anyone". Do you think a silent salesperson will sell?

Nowadays you can find goods and services everywhere. One have to have money, because buying can be done in multiple places.

The biggest problem in sales is to convince people to buy from you, not from the competition. When the visitor enters your website, it's your chance to convince them that what you offer is better than what others offer.

Do you think that a very simple website, without information, without anything really special, will convince someone that your products are the best?

Very likely not. Very likely the visitor will enter your website, will stay for five seconds in which they do not see anything interesting, after which they usually goes and buys where he knows and where he has probably bought before.

Fewer people would buy from unknown small companies when there are so many offers from big companies.

❗️ The reality is that a simplistic website, without information and without anything special, DOES NOT SELL.



What can be done?

In a nutshell, there are 2 things you need to build in your website to sell better or to have a higher conversion rate:

- You should have as many different offers as possible, for as many people as possible.

- You should increase the authority of your website. That is, the site should present trust.

Website authority

If you want to sell to more people, you must have as diverse an offer as possible. In general, people are not looking for general things. People are looking for specific things.

No one is looking for "clothes" or "appliances". People search for "men's black slim fit shirt" or "microwave oven with grill".

In order to sell, you have to offer- as much as possible- to each visitor exactly what they need.

Many studies have been done, and each time the result is the same. The conversion rate is directly correlated with the number of products and offers in the website.

The more your website offer more products and services, the greater the chance that the visitor will find exactly what they need in your website.

Recommendations to adapt your website with more categories

For example, if you have a store, make many more categories. Don't just make one "shirt" category. Make categories for shirts according to colors, according to sizes, according to material, and so on.

The more categories you have on the site, the easier it is for the visitor to go where they know they want to go.

If you have a services company. For example, a computer maintenance company. Don't make a single "Computer maintenance services" page. Rather make dedicated pages for malware cleaning, dust cleaning, reinstalling operating systems, repairing printer problems, and so on. Include what do you know that customers generally ask for.

Provide as many details as possible about your products and services. How many times have you wanted to buy something, but you didn't because there wasn't enough information about the product? For example, food products that do not mention the ingredients, clothes with little relevant pictures from which you do not understand exactly what the material is like, furniture or decorative objects where the size is not clearly specified.

In short, the more information you have on the site, the better you will sell.

When you want to sell more, you have to prove that you are trustworthy

In essence, a customer is a person who gives you money for something. How do you convince the person in question that you don't disappear into the night with his money or that the service offered is offered within the parameters presented?

In other words, how do you convince people to trust you?

You can gain trust mainly in two ways:

1. You present the service or the product in detail and with these details you show confidence because you prove that you are an expert in the niche in which you operate.

For example, you have a car service.

You can say "Come to us for service and we will fix your car"

Or,

"Come to us for service. We always have someone at the reception. they find out what problem you have and assign you to the right mechanic. If the problem is small, you can wait comfortably. The coffee is from us.

We sign a car pick-up form.

Afterwards, the car is taken to service and put on the tester for diagnosis.

The client is presented with the result of the diagnosis and the costs for the repair. The client decides which of the problems are to be solved.

Depending on the customer's decision, the estimated repair time is sent."

In which of the two situations above does the company seem more professional?

If you had to choose, in which of the two situations is the probability of receiving quality services higher?

2. To gain trust, present as many projects as possible that were completed by you. Preferably for other known entities.

You present confidence because you show that you are able to complete or deliver large and complex works, even more so if you do something for large entities.

An important aspect of confidence is that it is quite difficult to grow it yourself. "Self-praise does not smell good"

Trust is much easier to gain by associating with other partners who show trust.

Another important aspect is that the more detailed the story, the greater the effect.

It's one thing to say that "XYZ" is among our clients, and it's quite another to make a page dedicated to the project carried out for XYZ. On the respective page, put pictures from the work, one or two interviews with someone from XYZ company, details from the realization phase, how long it took, some technical specifications of the project, and so on. If possible, make a video. It is even better.

Such a project page is one of the strongest proofs that your company can do something all right and that you show confidence.


What are the approximate costs of increasing authority and conversion to a website

As always, the costs are directly proportional to the work done. If you want something to come out really good, then someone has to work for that something to be good.

Increasing relevance is directly related to the number of products and services offered by your company.

If it is a smaller store or a company that offers services, we are talking about 10-30 pages of categories and/or services.

The approximate cost could be somewhere around 5,000 - 15,000 $ and a number of hours somewhere around 50 and 150 hours.

We repeat, the degree of approximation is very high. In reality, the size of the project is discussed from case to case and from budget to budget. For a more accurate cost, we have a dedicated price calculator - website creation cost estimation calculator.

How to increase website traffic with SEO

Traffic is the other essential aspect for a website. What is traffic to a website? Website traffic refers to web users who visit a website. Web traffic is measured in visits, sometimes called "sessions," and is a common way to measure an online business effectiveness at attracting an audience.

No matter how well made the website is, if it has no visitors, nothing happens.

The premise from which we started, however, is that we are not allowed to rely on paid advertising.

In this case, the main source we can rely on is the natural, unpaid traffic from Google. We mean SEO.


What does optimization for Google mean
For SEO, there are two large categories of optimizations that are done:

1. Site-level optimization (in-site)

2. External promotion or off-site optimization

Point number 2, for the most part, also involves budgets. Thus, according to the scenario we were working with, we can hardly rely on links or external promotion at all. We don't have a promotion budget.

So, what we can do is to optimize the site very well.

What exactly does on-site SEO mean?

What is sitewide optimization

When looking for a product or service they want, people generally search specifically, not generally.

If you want a white kitchen on the corner, then you will not look for "furniture" but you will look for "white kitchen furniture on the corner"

To whom the visitor who is looking for such a thing, will reach? To the one that is on the first page.

Who does Google put on the first page?
Those sites that have very relevant pages for the "white corner kitchen furniture" search.

If you have a generic page with "kitchen furniture" then you will most likely not be on the first page.

An important aspect: Google undestand that your "kitchen furniture" page is relevant to what that person is looking for. However, the first page in Google is not about whether you are relevant or not. On the first page are those who are most relevant in users location for that search.

For successful SEO it is not enough for Google to understand what you have on your site. Google must consider you are one of the ten most valuable on the Internet for that search.

And to be valuable for Google, a page with three sentences and two pictures might not be enough.

To make a really good website from an SEO point of view, a plan is made with the following steps:

- a table is made with the keywords searched by people in Google
- based on this table, a requirement for the of number of pages is made. For each keyword, a separate page must be created in the website
- there are written relevant texts, pictures and what else is needed depending on the type of search
The main optimization criteria at the page level are presented in detail here.

We mention that a single well-made page requires somewhere around 3 to 10 hours of work. It can be even more, but this is where the vast majority of projects fall. So we are talking about a cost somewhere around 300 to 1000 $ per page.

Now, the number of pages and keywords is determined according to the nature of each individual business. We estimates, for a company that offers services, the number of searches is generally somewhere around 10-30, and for an online store, the number of searches is generally higher. If the store sells many products, from many categories, then we can talk about hundreds of pages. Just think how many searches are in the clothes field.

So, cumulatively, the on-site optimization of a website, if done well, can cost somewhere around 5,000 to 30,000 $.

The amounts are obviously approximate and we have taken into account projects of reasonably average sizes.

One more thing, the costs do not include promotion. The given scenario is that we are not allowed to have a promotion budget. In case you want a more accurate cost, including the one with promotion, we invite you to use our contact form.