3 Universal Principles of SEO


3 Universal Principles of SEO

Principles of SEO

The principles of creating an adaptive SEO strategy with any market changes:The principles of creating an adaptive SEO strategy

Imagine how great it would be if we could use a universal model or promotion template for each of the sites . Each business owner could easily use a certain algorithm and easily bring his site to the TOP.

But SEO is not an exact science in which you can calculate all the moves and draw up a single strategy for all the resources promoted.

Therefore, we, as an SEO company, are constantly searching for new solutions:

we analyze the changes we have made, which led to an increase in the position of the site;
We study the factors affecting the growth or fall of a site in search results, etc.

11 years of experience have shown that paid advertising, social posts, etc. really attract traffic to the site, provided that the marketing strategy is correctly built. These actions have a short-term effect, while the client is ready to invest a budget. At the same time, a properly structured SEO strategy is the key to effective and gradual growth in the long term.

To get a positive return on SEO, it’s important to always be up to date with search engine updates. But it’s also important to apply the changes in terms of benefits for the site being promoted. That is why we use three universal principles for any SEO strategy that work regardless of market changes and search engine algorithms.

To achieve more, focus on less.
Focusing on small and gradual changes in promotion strategies leads to noticeable results over time. And not obvious changes in the structure of the URL can lead to an increase in organic traffic.

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So, for example, for one of the sites, the events described below were carried out, which significantly improved the performance:

3 views on strategies

Canonical links provide search bots with URLs for ranking. So, if you have several pages with similar content or versions of one page (mobile and desktop) for different devices, then by default the search bot will highlight one web page for ranking , and the rest will be considered duplicate, which significantly affects the ranking results .
The site map shows search engines how the content of your site is organized. The bot studies the structure of the site and ranks all pages, which positively affects the position of the resource in the search results.
Metadata provides the user with a quick understanding of the content of your site from the search results page:

Improvements are based on the correlation of ranking factors, and this does not mean that the reason for increasing the site’s position is the measures taken, nevertheless, we see organic growth after changes are made.

To identify website problems, we recommend using the Google Search Console tool , which is designed to check URLs.

Use the changes to win
Search engines are developing, improving search algorithms to identify relevant content based on user behavior and needs.

Mobile traffic To quickly adapt to market changes and user needs, Google Search introduces new tools such as AMP and Progressive Web Apps .

Briefly about the tools:
AMP is a technology for accelerated mobile pages, created by independent developers, which is actively promoted by Google. Used to create a simple mobile version of the pages of a site or its sections. Allows you to quickly convey a simple form of content. Suitable for small information resources, blogs or online publications. Performs a narrow list of tasks, so it can not yet replace the adaptive version of the site. The main function of the tool is to use special tags that the Google search bot finds and caches when a user searches for relevant information. Pages with tuned AMP are ranked higher than others because they meet the requirements for fast loading and are easily adapted for mobile devices.

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Progressive Web Apps is a tool that will allow your site to interact with the user as a regular mobile application. Your client will be able to work with the site, receive notifications and install it on any device. The tool is also actively promoted by Google.
Usually, innovations are perceived with alarm, but we came to the conclusion that by changing the approach to innovations, much greater results can be achieved.

The essence of our second principle is not to be afraid of changes, accept, study them and experiment.

So, fixing the main errors in the Google Search Console, structuring data and adding AMP functionality allowed to increase impressions:

Consolidate Content
Creating multiple sites with similar content for targeting in different regions or for different audiences is a way that seems effective and efficient. But this method can also “confuse” not only users, but also search bots due to duplicate content. Therefore, we came to the conclusion that it is better to create one high-quality resource, develop a successful SEO strategy and direct efforts towards the organic growth of the site, taking into account the specifics of the business.

One resource with high-quality consolidated content will be several times more effective than 3-5 microsites.

Focusing on the three views on SEO presented in the article are the principles of creating a flexible strategy that is able to adapt to new changes and bring tangible results.

In addition, we suggest studying a selection of free tools for SEO promotion .

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