From which side to approach the promotion of the site of services

The customer's goal is to make a profit, but he does not understand the technical nuances of promotion. Some business owners, especially in the sphere with narrow topics, doubt the feasibility of promotion through organic search.

Does it make sense to go into SEO? This is a question we often hear at the initial consultation with potential clients. We hope that the theoretical case of cooperation with a company engaged in the construction of swimming pools, will answer some of the questions, and at the same time stimulate the desire to work more closely with specialists.

About the problems of communication

In their practice SEO-specialists often have to face the situation when the customer ignores the issues of coordination of tasks to promote their own site, does not respond to letters, refuses to use the recommended tools.

Of course, the entrepreneur needs profit, not being in the top. However, on the other hand, SEO-promotion, bringing the site to the TOP will help:

increase sales;

increase brand awareness;

take a certain share of the market;

increase the number of leads.

The main problem in the interaction between SEO and customers is the unwillingness of the latter to listen to the advice of experts, resulting in a decrease in the effectiveness of the process.

On the peculiarities of communication

When interacting with the customer, we are interested in obtaining maximum results, so in the process of work:

We are interested in business goals, personal requests for the result.

We check these goals for realism.

We ask specific questions.

We use different communication channels.

Explain what work needs to be done to achieve the goals.

Provide progress reports.

Let's say our client is a swimming pool construction company. Specialisation - construction and sale of pool equipment, manufacture of concrete pools, construction on sites and fitness centres. Services are provided for example throughout Ukraine.

How was the work on the promotion of the company's website

Here it is important to specify at once: there will be no secrets - standard white SEO. But there is a second part, which may not be realised, and it would enhance the result, if the customer theoretically went to meet.

What was done during the year:

SN analysis - we looked at and identified untargeted queries;

analysing competitors for each group of queries;

creation of new pages, writing texts for them;

changing meta tags for existing pages, text edits or their complete replacement;

adding new blocks, e.g. tabs, to shorten and nicely group infotext;

disabling "zombie" pages;

building up link mass for Google;

collecting new queries and creating pages.

Standard, routine, hard work. But you can encounter difficulties just when you decide to move away from the standards and ask questions:

How can the current site and the firm itself stand out?

How to move away from the information-free phrase "calculation on demand"?

What can be offered to the target audience for visibility now, on the site?

What information are users missing and how can this be verified?

We will request:

examples of ventilation plans - to demonstrate the service;

examples of ventilation calculations - to understand the price level, as everything is individualised in the firm;

a rough estimate of the cost of the swimming pool;

a list of equipment with purchase prices.

Based on a review of competitors and common sense, we argue the request for information, but you get only a list of equipment with purchase prices, which is what you ended up using.

The best part is that even the successful results of designing a new page may not inspire the customer. We look for ways to communicate further.

In addition, the customer, seeing good results, is satisfied with everything and does not stress. And we, on our part, realise that it could have been even better.

Results of the project promotion

Increase of the average position from 25 to 9.

Entering the top 10 of the main key queries.

Increase in positions for all groups of client's queries.

Increase in traffic by 1.5-2 times - it is obvious even taking into account seasonality.

Refinement of the site usability has led to the appearance of new buttons and conversion tracking on a new target, but the result will immediately make itself felt - for the last six months you will receive as many applications as for a year and a half before that.

The question of how to get information from some customers remains open. Sometimes you even manage to do without it by a miracle. This theoretical case is not an exception, but definitely not the rule.

As practice shows, communication between the customer and the specialist is an important component of successful promotion. Competently built dialogue, the interest of the customer, the ability of the seoshnik to convey the need for certain works can provide the maximum result.

We at AVSEO believe that without good information support from the client, the site will not be able to take top positions in search engines. It is important to constantly look for new points of promotion. And if you are a client, it is important to support the initiative of the specialists: they are trying very hard to help you be the first.