Website promotion with articles - how it works /Habr
There are different SEO strategies that can be used for a website. One of the most effective ways is article promotion. With the right approach, it provides excellent results in the form of increased traffic and position growth. Moreover, the effect can be fast enough and, at the same time, long-lasting.
What is the essence of themethod.
Promotion by articles - a kind of content marketing
The method is to create quality publications that are optimized for search queries and host them on your own website.
Using it is elementary: we enter the phrase of interest and get all the options for its use with the number of requests per month.
Example with wooden stairs
Let's imagine that our company is engaged in the manufacture and installation of wooden stairs in the Central Federal District. Enter the main query and get the most popular topics:
Yandex search statistics for the query "wooden stairs"
If we need to gather on the site as many people interested in wooden stairs as possible, then we should focus on the following topics:
wooden stairs to the second floor;
stairs in a private house;
stairs in a wooden house;
photo of stairs.
Below we will find inquiries on the selection of materials, design features, methods of facing stairs, etc.
We will correlate the most popular search phrases with our target audience and information from specialists, managers, executives. Then we will form a content plan. It can be like this:
The main rules for the construction of stairs in a private house.
10 ideas for a wooden staircase with a photo.
Wooden stairs to the second floor: design options.
Features of making stairs - a process from A to Z.
Which tree to choose for the stairs?
What should be the wood?
How to paint the stairs?
How to get rid of squeaks?
Please note: these are not article titles yet, but just "raw" topics for writing them. Headings are "honed" at the final stage of creating materials.
How to use search queries
When creating articles, it is important to avoid a common mistake - publishing texts for the sake of keywords. Today SEO texts as they were understood before do not work. On every topic on the Internet, there are at least a dozen articles with the same keys. Often they are tracing paper from each other.
The task of article promotion is to generate quality content that surpasses everything that has been done before in content and form. Therefore, we create materials exclusively ‚Äúfor people‚Äù. But don't forget about key phrases.
It's good when you can naturally fit the keys into:
the first paragraph of the text;
anywhere in the text (a certain number of times).
However, this recommendation is optional. After all, when talking about "wooden stairs to the second floor", one cannot do without using these words. When written, they appear by themselves in the fabric of the text.
It is even better when an array of synonyms and thematic words is used ("tree", "wood", "oak", "beech", "railings", "span", "steps", etc.). Any search robot will easily determine that the article is about wooden stairs.
In article promotion, we can use LSI copywriting - writing texts using as many synonyms and thematic words as possible.
Is it possible without SEO at all?
As already mentioned, search engine optimization (SEO) is indispensable
First, the topics of the articles should correspond to popular queries (see Yandex.Wordstat). And secondly, keywords and phrases must be used in the settings of the pages on which the texts are published.
It should be understood that articles are written for people, and the settings are set for search algorithms. Therefore, the SEO title (Title - the one that is shown in the search results) is almost always different from the "human" (H1).
If you have a beautiful catchy headline without the exact occurrence of the key phrase, leave it. And use the request in the meta-tag Title of the page.
Where else you can use keywords: meta Description tag (description of the page shown in search results), "alt" attribute (text description of the image). But here, too, the principle of naturalness must be observed.
How to write articles
As part of article promotion, rather large texts are usually written. However, the volume is not sucked out of the finger, but is conditioned by the need to fully reveal the topic. The goal is to provide answers to all possible user questions in one article. If he, having read to the end, receives the necessary information and does not continue searching in Yandex (Google), then the goal has been achieved.
To reveal a topic, it usually takes from 8 to 12 thousand characters. This is the average size of a quality white paper. But the volume depends on the topic, the specifics of the material, and can vary significantly.
It is important not to be limited to a given number of characters. The main reference point is the disclosure of the topic and the absence of "water" in the text.
Algorithm for writing articles for promotion
The standard algorithm for creating articles within the promotion strategy looks like this:
Topic selection is based on audience interests and search statistics. The topic should be interesting and relevant. She can be popular. And it also happens that it is possible to find an aspect that no one else has covered.
Writing the text of the article. Text is the basis of the material. It should be created with the participation of the customer. Ideally, when writing an article, you should rely on the opinions and assessments of experts. Professional copywriters are most often involved in writing texts.
Editing text. The text prepared by the copywriter is reviewed (fact-checking - fact-checking) and revised. Thus, all kinds of inaccuracies, errors and omissions are excluded.
Structuring the article. An article is more than just text. The resulting "canvas" must be structured using additional content elements (illustrations, infographics, videos). If the material is large, the content is given at the beginning.
Selection of photos and videos. It is better to use unique photographs, original videos and animation in your publications. If this is not possible, realistic images are selected.
Layout. The finished and verified article is transferred to the site. In the process of layout, typography is performed - the material is drawn up in accordance with all the rules and principles of usability.
How to arrange correctly?
Let us dwell separately on the principles of publication design.
Registration of articles on the site
Promoted articles should be not only interesting, but also user-friendly. Much depends on the design and usability of the site, as well as on the presentation of the material. Therefore, a logical structure is necessarily thought out, and the text is divided into sections, subsections, separate parts and blocks. For convenience, navigation through the article is implemented.
Visualization is of great importance. It is known that a person is used to receiving the bulk of information through sight. Therefore, the text should be perceived easily and accompanied by visual materials: images, tables, diagrams, pictures, drawings, videos.
It is advisable to provide publications with links to other pages of the site. Re-linking is part of SEO, it allows you to properly distribute "weight", providing traffic to the main promoted pages. In addition, links help users find information (however, this is their main function).
Re-linking on the site
Expert Articles 3-3-???.
Specialists and experts can participate not only in the process of generating topics, but also directly in writing articles. This requires much more resources than ordering texts from copywriters, but the investment is more than repaid by the "expertise" of the materials.
In practice, it can be difficult to organize the process of writing expert articles: their “pros” flatly refuse, and external analysts are expensive. There are trade-offs, however.
Expert level material creation option:
Together with experts, you find and agree on a topical (and interesting to everyone) topic.
Experts provide background information on a topic in any suitable form (text drafts, voice messages, dictation).
The structure of the article is being considered.
All prepared data is transferred to the copywriter in the form of a ready-made TK (technical task) for writing the text.
The received text is sent to specialists for reviewing (they correct inaccuracies, make additions).
The material is sent for editing (a proofreader can be involved).
The final text is drawn up in the form of an article on the site (with content, illustrations, infographics, etc.).
The material is published for public access
Instead of full-time specialists, this scheme may involve external experts (but always competent in the matter).
Where to publish?
All articles are published directly on the promoted site - for example, in the information section, blog or any other suitable place for this. This is the difference from the old way of link promotion, when SEO specialists massively bought articles on third-party resources (now they are subject to sanctions).
However, it is not forbidden (on the contrary, encouraged) to post announcements and "share" the created pages on the Internet - on thematic platforms, forums, social networks.
But copying of materials is prohibited: you should not post the same article on your website, in social networks and on third-party sites. The principle of content uniqueness is important.
Advantages of themethod.
Why is the article promotion method good? First of all, the fact that it allows you to "bypass" the canned issue for popular commercial requests.
We do not invest grandiose budgets in the promotion of commercial phrases such as "buy a staircase", "stairs to order". Although support by means of advertising placement (Yandex.Direct, Google.Adwords) is always welcome. Instead, the site collects traffic mainly for information requests, but due to the explosive increase in traffic, an overall increase in positions occurs.
Advantages of article promotion
Secondly, the method of article promotion (if done correctly) provides an increase in awareness, growth of trust in the site and the company. By generating quality content, you are building your reputation. And this is a promising approach that assumes long-term investments - for months, years ahead.
Promotion by articles is also a kind of native advertising. By providing people with useful information, you unobtrusively remind of yourself. This happens whenever a person finds your site in search.
Where to begin?
The first step is the most difficult. Many do not dare to do it. And in vain, because the lack of SEO is a colossal loss of business profit.
You can start promoting right now - by contacting RapidWeb professionals. We will draw up a preliminary content plan for your site for FREE and demonstrate all the benefits of article promotion.
Photo: optimize.kiev.ua, pgdv.ru, imajor.ru, zen.yandex.ru
It may be interesting
Ants removal service