We control everything that has been done on it, however when we have to launch an SEO campaign for a client's website, a website that has already been created, we have to take into account many more factors.
These are the factors we are going to look at in this post, so that you know how to promote a website through SEO.
1 Preliminary analysis of the website
1.1 Why is it important?
1.2 Content analysis
1.3 On-page SEO analysis
1.4 Indexability analysis
1.5 Usability analysis
1.6 Link Profile Analysis
1.7 Keyword analysis
1.8 Conclusions of the previous analysis
2 Competitor analysis
2.1 Content
2.2 Links
3 Link Building Planning
3.1 In case of having an over-optimized link profile
3.2 If you have a low-quality link profile
3.3 In case of having practically no links
4 Conclusions
Preliminary analysis of the webWhy is it important?
Since this is a website that is already up and running and already has content, we need to take a closer look at this website, to really analyze the current situation of the website so that we can make decisions regarding our SEO campaign.
Content analysis
Content is one of the most important parts of any web project, and therefore we will have to analyze the content of the website we are going to work with.
On the one hand, we will have to see if the content offered on the website is original content, if the content is not copied from other websites. This may seem obvious today, but there are many people who continue to copy content from other websites, thus exposing themselves to the risk of being penalized by Google.
In order to analyze the content, we can use tools such as CopyScape and similar tools that will detect the content that has been copied, or if the website is not very large, we can analyze it manually, checking whether Google has indexed those texts.
On the other hand, even if the content is original, we have to analyze whether that content is consistent with the website, whether it is related to the page or whether, on the contrary, it is content that should not be there.
Likewise, we will have to check that the content is of quality for the user, and that it meets the expectations of the website's "planning." For example, in a sports e-commerce site, there should not be news about what is happening in politics, since it is something that has nothing to do with it and does not meet the expectations of users on the website.
If the content of the website is not what users expect, they will go belgium phone number data to Google to look for another website where they can find what they want, and this will cause our user metrics and CTR to worsen drastically, which is very negative for SEO.
On-page SEO analysis
It is very important to check if the main landing pages where you are trying to rank on Google and receive visits are optimized for the keywords you want to work on. If we neglect the potential of on-page SEO, we are losing a valuable tool with which to improve on Google.
Indexability analysis
Indexability of all parts of the website is one of the most important things we have to take into account. We have to study the structure of the website and its internal linking to ensure that we guide Google Bot where we want it to go and, in the same way, that it not only reaches the areas that interest us the most, but also reaches all areas of the website so that nothing is left unindexed.
We will also have to check the canonical, noindex and robots.txt to make sure they are correctly configured and do not limit areas that should be indexable. Likewise, we will also check that areas that may generate duplicate content are not being indexed, such as pagination areas, sorting parameters, etc.
Another important factor is to carefully study the optimization of the meta title and meta description, not only in terms of keywords, but also in terms of improving the CTR, that is, in order to improve the number of users who click on our website from Google. Improving the CTR will improve our positioning.
Usability analysis
We have to put ourselves in the user's point of view and see if the website really has correct usability, if it can be navigated without great effort, if the website is comfortable and easy to use, etc.
Why? Because we don't want users to leave the website and go to Google to find another website because they are uncomfortable or it is too complex to use. This would cause user metrics and CTR to plummet.
Link Profile Analysis
Something very important before working on any project is to study the link profile that it currently has, since without knowing the link profile that it has we cannot venture to create new links.
On the one hand, we have to check if the link profile is over-optimized in terms of anchor texts (too many anchor texts for the exact keyword).
On the other hand, we will have to check if the links that link to the website are quality links or are "junk" links such as links to websites in other languages, non-relevant topics, penalized websites, etc.
Keyword analysis
It is very important to know which keywords have been worked on so far to position in search engines, since we must check if these keywords are really suitable for the project, if these keywords will bring the expected results or not once they are ranked in the search engine.
On the other hand, it is also interesting to study other keywords that are attracting visits to the project to see if they might be worth working on as well. We can use Google Analytics, Search Console and other tools such as SeMRush, SEO PowerSuite or Xovi to check where the visits come from and which keywords are well positioned.
