Promoting the site in the English segment of the Internet has some specificity associated with both the peculiarities of search algorithms and the use of other search engines.
The most popular search engines
The U.S. and Canada, as well as most Western European countries, have a similar situation in terms of the percentage of search engine usage:
- Google – 65.6%;
- Bing – 19,8%;
- Yahoo – 12,8%
- Ask – 1,8%;
- AOL – 1,1%.
Most search algorithms use the following criteria to rank sites:
- Relevance and quality of content – how fully meets the needs and expectations of users;
- The presence of backlinks and cross-references;
- Availability of adaptive versions for different types of mobile devices;
- The loading speed of all scripts on the site;
- Usability and internal structure optimization;
- Security – the use of encryption algorithms, both for data storage and transmission.
As practice shows in Europe, the most popular way to promote a site is local. That is, strengthening the position is not concerned with the overall ranking, but a particular region:, city or neighborhood. In this case, the provision of services can be divided into two main parts: external and internal optimization.
One of the main criteria for Google, in contrast to the search engines Runet, are cross references.
Preparing for promotion
Before you start creating a strategy for promotion, you must perform a certain list of actions in preparation, namely the collection of information. Compiled a “portrait” of the target audience: age, gender, interests, etc. Competitor sites are identified, affecting the same audience. They can be calculated both by direct requests and indirect links, which are presented on thematic portals, message boards or link aggregators. Internal and external audits are performed to identify all problems in the structure, functionality and content of the site.
Based on the information obtained, a strategy is formed, which includes SEO optimization, selection of keywords and determining their frequency, forming a semantic core and the selection of the most effective keywords.
What affects the cost of promotion?
The procedure of obtaining natural links in the English segment of the Internet is much more difficult than in Runet, because Google has a very negative attitude to buying links on specialized exchangers.