Just before we start, why do you even need to promote a website on Google?
Building and designing a website is the beginning of exposure to a large number of potential customers. The existence of the site does not guarantee that all those surfers will be aware of the site that was built, therefore there is a need for web promotion that will increase the number of people who will visit the site. While visiting the site, surfers can learn about the top online marketing services you offer, the nature of the business, who you are and your interests.
All those surfers have the potential to become future customers and the more visitors there are to the site, the greater the chance that the business will grow and develop. Website promotion creates an online identity for that business and through various website promotion techniques, it is possible to raise its position in Google’s ranking.
Why organic and not sponsored promotion?
Understanding the differences between organic promotion and sponsored promotion is critical to the success of website promotion. The first results you see in the search engines are paid ads and the rest of the ads are information collected from around the internet and relevant to your query. The paid website promotion can also be applied to different platforms such as Facebook, LinkedIn and more.
Unlike sponsored advertising, organic promotion is free and does not require you to invest money – it is based on a sophisticated search engine algorithm that “runs” on a huge number of websites and shows in the search the websites with the most relevant content for the search performed. Sponsored promotion is done through paid ads that companies pay for to appear high in search engine rankings.
It is important to remember that the goal of search engines is to create a comfortable and pleasant user experience, so the search will always show the most relevant results (regardless of the type of promotion). The combination of the two promotion strategies is ideal, but when it comes to a new website with a relatively low budget,
Organic promotion versus paid promotion – advantages and disadvantages
Organic promotion – advantages
One of the notable advantages of organic promotion is that it can be done at a very low cost. A website optimization procedure has a cost, but it is minimal compared to promotion through paid ads. Once you have reached a high ranking in the search engines, there is almost no need for additional financial investment and the more surfers that enter the site, the easier it will be to maintain the high ranking.
Organic promotion is also considered very reliable because if you manage to reach a high ranking, it sends a message to surfers that your website contains quality content. Surfers often search the Internet when they want to get an answer or a solution to a problem they are facing.
Organic promotion will allow them to get to know the brand you are trying to market – it allows you to block online competitors and the more time and effort you invest in improving the site’s ranking, the more you can push your competitors out of the first page of the search results.
Organic promotion – disadvantages
The fact that organic promotion does not require a large financial investment is indeed an advantage, but this means that the website promotion process can take longer. Time and resources are required in order to carry out the process correctly that will lead to the desired result.
The process of designing the content and publishing it on the Internet sometimes takes several months and it is important to remember that it also requires dealing with potential competitors. The use of keywords can be a very competitive field and sometimes you have to deal with companies with greater resources who are able to create higher quality content than what appears on your website. The investment will finally pay off when the site appears in a high ranking in the search engines.
Paid promotion – advantages
Paid promotion enables increased and quick exposure to potential customers. After choosing keywords that are relevant to the site, the ads that link to it can appear on the first page of the search engine results. Paid ads usually appear at the top of the page but also at the bottom and depending on the budget you have available, you can see the ad on the first page even a few days after making the payment.
Paid ads also allow you to set the parameters for the appearance of the ad – language, time of day, geographic location and the areas of interest you want to focus on. Choosing the right keywords is critical even when it comes to paid promotion as it will ensure quite high stability in the ranking of search results. The more surfers click on the ad, the more the traffic on the site will increase and ensure the preservation of the ranking position. In order to stay high in the rankings, you will also have to pay the highest cost.
Paid promotion – disadvantages
Paid website promotion requires a constant financial investment because as soon as you stop paying, the search engine will stop displaying the ad. Unlike organic website promotion, here an ongoing budget is required, the size of which will determine the frequency of displaying ads, and when it comes to a new website, it is a very large expense that is not sure to pay off in the long run.
The competition and price of the keywords varies depending on the length of the word (word or phrase), branding and more. The cost of paid website promotion can reach thousands of shekels and sometimes it is an investment that does not pay for itself. Although paid ads do not require regular operation but only an initial setting before their appearance, in order for them to be successful and make surfers enter the site, you need to make sure that it reaches the potential customers.
The keywords should be checked regularly and regularly and, if necessary, words should be changed, removed or added. Paid ads require experience because they must be created using software and tools that aim to help promote the site.
Both strategies have advantages and disadvantages, but the most effective way to promote a website is to combine and balance them. Website optimization can ensure that the content appears in the results of organic promotion for a long time even if it does not appear on the first page of the search results. Paid promotion will put your website at the top of the list of search engines and will be available to all those surfers who are ready to make a purchase of the product or service you offer. Your goal is to make it easier for surfers and the combination of strategies will yield the best results for new customers.
Why Google? What about other search engines?
Google is considered the largest search engine and a high ranking will regularly increase traffic to your site. Most internet surfers use Google, so it is important to act smartly to increase or maintain the ranking. However, it is important to build a website promotion strategy that does not rely only on one search engine just in case your website is “penalized” due to incorrect promotion action – such as using copied content. Even if the ranking in Google goes down unintentionally (a mistake made by Google), it will take time for the ranking to go back up and this is precious time that can significantly damage the profitability of the site.
Come on, let’s start!
How to promote a website in Google? 10 great tips for organic promotion.
The nature of the customers
In order to increase website traffic, you must first understand who the potential customers you are targeting are. You need to adjust the website and website promotion strategy so that it appeals to the right target audience and for this you need to build an ideal customer profile for the content you are trying to market and the services you offer.
Use of keywords
Integrating quality content on the website is necessary for its promotion, but before deciding on the type of content you want to include, you must build a keyword strategy. These are words that the target audience will search for when they want to find the product or service that you offer to receive through your website. The search engines will display the most relevant content for the entered keyword and will yield results from various websites, blogs and even images.
Using a key phrase
The use of keywords is an integral part of the website promotion strategy, but since this is a very competitive field, it is recommended to build a strategy that incorporates a key phrase. These are longer phrases that surfers enter into search engines when they are interested in a more targeted search. The key phrases currently occupy a respectable part of the traffic of the search engines.
Study the competitors
Once you have decided on the keywords you will use to increase your site’s ranking, you can identify and examine your competitors for each word and how they operate. This information can help you improve and optimize your strategy, but it is recommended not to rely only on this information and to take into account additional parameters thanks to which you built the website promotion strategy in the first place.
Regular updates on the blog
After you finish building and designing the site, very few changes are made to it over time. Since Google’s search engines are looking for new content, regular blog updates that are relevant to the site’s content can raise its ranking. In the blog, you can combine keywords (but not excessively) and create content that will be attractive for surfers. You should even use only one keyword per post and try to combine it in the title, the URL, the meta description and the post itself.
Use of original content
The search engines tend to “punish” sites that use copied and not original content. When the same content is displayed in a Google search, only one of the sites will be displayed and the ranking of the rest will decrease. The sites that appear high in the search engines are those that choose to put original content on the site. If you still want to use content that appears on another site, you can create a link that will point to the same page.
Distribution and sharing of content
There are several ways to distribute and share the site’s content:
- Distribution through social media that is done by a third party that publishes and shares the content.
- Distributing and sharing content through blogs, social media profile, email that belong to the website owner.
- Distribution of paid content that usually works on a pay-per-click basis.
Today, website promotion also focuses on the quality of the content and a combination of internal links is a good way to promote the website. Internal links connect different pages on the website, posts and blogs and improve the website surfers’ experience. Combining the keywords in internal links increases the ranking as it allows Google to more easily crawl the site. It is recommended not to create internal links that will return the surfer to the home page, but instead transfer the surfer to pages where they can find rich, high-quality content relevant to the field in which the site deals.
Beyond inserting internal links to the site, it is important to also emphasize building external links that will lead to the site. The purpose of external links such as blogs or forums is to lead to your site and increase traffic. This action will increase the ranking of the site in the search engines.
User friendly URL
Choosing a simple website address will make it easier for surfers to reach the website and will create a higher ranking in the search engines. The website address should be user-friendly, that is, easy to read, include keywords that are relevant to the content and nature of the website, and be available for different types of surfers. The simpler the website address will be (which will not diminish the website’s uniqueness), the greater the chance that surfers will remember it.
Answers to common questions:
How long does it take to promote a website?
Website promotion is not the same as paid media where you can get and see immediate results. Website promotion takes time that usually ranges from six months to a year. The degree of success depends on the existing history of the site, the competition with other sites and the resources you have to invest in promotion. When it comes to a new domain, the time it will take to promote it will be longer because it does not yet have many links or has already managed to prove itself as a reliable site.
Promotion of a website on a new domain will usually take between nine months and a year. However, it is important to remember that even when it comes to an existing domain, the promotion time can be long if, for example, there has been a promotion in the past that was not done according to Google’s rules.
How do we know the promotion is working?
There are several parameters by which it is possible to determine whether the promotion of the website is working – when the traffic and the time the surfers are on the website increases and the amount of surfers who leave the website decreases. The percentage of traffic on the site and the ranking of the result of the site in the search engines are intertwined – high traffic on the site increases the ranking and the high ranking helps to increase the traffic on the site.
Creating attractive and quality content on the site will increase the chance of increasing the time that surfers spend on the site’s pages and will ensure the success of its promotion.