General

SEO optimisation when developing a website

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Many SEOs reading this article now know that when a new project comes to us for promotion, very
often we are faced with a website that is not ready for it.

This happens for the following reasons:

The client has created a website on their own, without even a basic knowledge of programming and
search engine optimization. For example, this can be done on Tilde.
The client had the site developed by "his mum's friend's son". From the same series as "a friend who
watched the course", "an acquaintance who knows a lot about computers", etc.
A client had a website created by a "brilliant programmer". He, however, disappeared/is not picking
up the phone or has gone to Moscow and cannot do the site now, as he has grown out of it all.
The client went to a digital studio that does not have a search engine promotion service and
therefore does not know about basic project optimization or does not want to spend time/human-
hours on it. They offered the client different options, he chose, and they just did as the client said.
There are many more different reasons, but let's not focus on them.

The bottom line is one: the site is not ready to be promoted.

As a consequence of all this, we have to tell the client about the costs. Resource needs to refine, and
it beats on the pockets of the client, or there is a question of global redaction of the site or develop a
new one, because the previous resource can not effectively convert applications and bring in money.
It is good if these are minimal changes and the client does not have to spend a lot of money.

Again I procrastinated in getting started, but it was necessary.

So, to avoid all this, it is necessary to initially develop a website that will be promoted in search. Our
company has a checklist for basic website optimization, which we use when developing websites. In
this article I will write out the items suitable for any site, whether it is a corporate site or online shop.

Let's begin.

Smartphone online data analysis and management tool, data analysis mobile application

Preparing for SEO-friendly website development
Competitor Analysis and Semantic Kernel Builder

Competitor analysis is an effective way to determine the functionality of competing websites,
identifying their strengths in terms of search engine optimisation (SEO). This is done so that when
creating a website, we can implement the necessary functionality into the website we are creating
and thus get to the top as quickly as possible when promoting it later on.

For example, if most of our competitors have the "Order 1-Click" function in search, we can also
implement this function in our product card. In essence, we take the functionality of our competitors
who are currently in the lead, improve it if possible, and implement it on our website. This is
important at the prototyping stage of the site.

If the client didn't have a website at all, based on the analysis we can start to build a semantic core
by identifying which keywords they are promoting. And then, go back into search with the keywords
ready and see how competitors are promoting. We have these 2 tasks going on about the same time
period.

Building the structure of the site
Okay, did a semantic core, competitor analysis, then, it's time to take up the structure (layout) of the
site.

The structure of the site – this is literate relationship pages (documents) site to each other. The right
structure will allow search robots to quickly make the rounds of the resource, and visitors can easily
move between its pages. Ultimately, it largely determines the success of the project. I will not go into
this and move on to the next point, because in runet very much information on this topic.

Prototyping
Prototyping – a quick "rough" implementation of the basic functionality of the future site, to
understand the nature of the work and analysis of the system as a whole. During prototyping, you
can see a more detailed picture of how the system works. Prototyping helps to quickly agree on all
the nuances of the site's functionality with the client.

Choosing a site to manage the site
After we have looked at the competitors and identified their strengths and weaknesses, made a
structure and a prototype, it is time to decide on the content management system. Ideally, we need
to choose a CMS based on the following criteria:

The CMS should be popular, so that the client has a wide choice of implementers if we stop
cooperation. The goal: to create a platform that is convenient in every way, and not to tie the client
to himself.

The site management system will be able to pull off the functionality we have put together in the
prototype.
Most often, we at Lezhebokov.com use 1C-Bitrix, WordPress, OpenCart and Laravel (a framework).

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