SEO Case: Promoting the Website of a Software Development Company
The company specializes in web application development, digital content development, UI/UX design, big data analytics, software testing, and artificial intelligence and machine learning solutions. The company offers a range of services designed to automate workflows, scale business solutions, entertain and educate users, and ensure data privacy and security
– Improve the user experience
– Increase the authority of the website in the eyes of search engines
– Increase the number of visitors to the website via search engines
Companies seeking technology solutions to enhance their operational efficiency and all of the aforementioned
November, 2021 - present
USA
Challenges of the project
About the project:
It is of the utmost importance for a software development website to set clear strategic SEO goals. The objective is to increase visibility and attract the target audience. The primary goal is to increase organic traffic within a specified time frame. Furthermore, it is crucial to improve keyword ranking. The objective is to position the website on the first page of search engine results for targeted keywords related to software development services.
Another important task is to increase the engagement of website users. To achieve this, strategies are implemented to reduce the number of users who leave the site without engaging with it and to increase the average time spent on the site. This signals to search engines that users are interested in the content on the site. To achieve this, it is essential to ensure that visitors find the content valuable and engage with it more deeply.
It is equally important to increase conversion rates in order to turn visitors into leads or customers. This can be achieved by increasing inquiries, registrations, or direct software purchases through the website.
In addition to these improvements, it is also essential to improve the technical capabilities of the website, particularly its speed. Targeting specific page speed indicators for both mobile and desktop versions can significantly enhance the user experience and positively impact SEO rankings.
Finally, expanding content reach by increasing the number of indexed pages and getting snippets in search results can significantly improve visibility and attract a larger audience.
Project analytics prior to collaboration:
Project Visibility:
If the site visibility on Serpstat is 0 and there is no traffic to the site, there may be several factors contributing to this. The RegisTeam team has identified the following as the most probable reasons for this situation:
- Novelty of the website: If a website is newly launched, it takes time for search engines to index its pages and start showing it in search engine results. This process typically takes between a few weeks and a few months.
- Indexing problems: Search engines may have difficulty accessing and indexing the website’s pages. This may be due to the robots.txt file, which blocks indexing, or to errors in the server settings.
- Low quality content: In the event that the content of a website is irrelevant to its topic, not unique, or of little use, it can have a negative impact on the site’s ranking in search engines.
- Lack of SEO-optimization: Lack of basic website optimization for search queries (e.g., meta tag optimization, keyword incorporation into content, page load speed optimization) can result in reduced visibility in search engines.
- Technical issues with the website: Any issues with the mobile version of the website, including slow loading pages and 404 errors on important pages, can have a detrimental impact on the ranking of the website.
- Absence of external links: The presence of quality external links to the website is an important factor in determining its ranking. The absence of such links can make it challenging to achieve a high ranking in search results.
To address these issues, SEO specialists have initiated a comprehensive site audit, which includes a technical audit, content audit, external link analysis, and SEO optimization.
Team actions
Project Problematics:
- Lack of optimization of key pages for relevant queries
Structure and semantics
A key factor in increasing traffic from search engines is breaking down pages by semantics. The more quality pages we create that match specific groups of search queries, the greater the potential for attracting traffic.
A semantic core is a crucial aspect of SEO, defining the relationship between search queries and website content. It assists in accurately defining the topic of the website and creating appropriate content, which improves its visibility and ranking in search engines. The team at RegisTeam devotes up to 60% of its time to analyzing and developing a competent strategy based on a well-developed semantic core.
Example of queries for the project:
Project Problematics:
- Lack of project card optimization in Google My Business
Google My Business card
Google My Business is a tool that combines data from Google Analytics and Google Maps, enabling users to create new Google Posts and track their performance. Furthermore, this service ensures that your business is represented in special blocks of Google search results, such as cards and company information. It is recommended to update the details in the Google My Business card as there is currently a phone number listed that is not on the website. It is recommended that the phone number on the website be specified on the card or added to the website.
Example of a Google My Business card in the niche:
As an search engine optimization specialist at RegisTeam, I emphasizes the critical importance of Google My Business (GMB) for successful SEO. This tool not only improves a company's visibility in search engines, but also builds consumer trust by providing relevant and detailed information about the business. The implementing of the strategies below will help optimize your search engine presence and improve your website's overall search engine optimization.
Key recommendations from the team at RegisTeam for websites include:
- Maximize profile completion: It is important to ensure that your GMB profile contains complete and up-to-date information about your business. This should include details such as your address, phone number, hours of operation and business category.
- Keyword optimization: Include relevant keywords in the description of your business on GMB to improve its search engine optimization and increase its visibility in search queries.
- Quality photos: Adding quality images regularly can increase engagement and attract more customers.
- Review collection: Encourage customers to leave reviews about your GMB business, and actively respond to them. Positive reviews can greatly improve your rating and appeal to potential customers.
- Utilizing post features: Regularly publishing promotions, events and news about your business through GMB can improve customer engagement and increase visibility.
Useful articles:
- Effective Local Optimization Strategies in Google SEO
- Google My Business: Instructions on How to Register a Company
Project Problematics:
- Lack of optimization of secondary pages that are important for high ranking in Google
No “About Us” page
The “About Us” page is the section of the website where visitors can learn more about the company.
People with varying questions and goals visit this page. It is your responsibility to inform them of why they came to the site and how it can be useful to them.
The page should answer 5 questions:
- Who are you?
- What do you do?
- When did you start your business?
- Where are you located?
- How do you achieve your goals?
The RegisTeam team has developed recommendations for the addition of an “About Us” page and a number of other important secondary pages that affect ranking and building trust in the site from both users and search engines.
Project Problematics:
- Lack of website structure optimization
Main menu
The project team conducted an analysis of competitors and parsed queries from the niche to identify the most advantageous structure for the main services of the website. Based on this structure, recommendations were developed for the finalization of the main menu of the website. It was determined that the main menu should contain links to the most important pages of the website.
Example of a comprehensive service structure:
Project Problematics:
- Lack of optimization of the website for informational and near-thematic queries
Attracting information traffic
Nowadays, it is of great importance to develop an informative section for a given topic. Quality informative articles increase the credibility of the website both on the part of search engines and users. It is recommended to pay attention to making a content plan and writing expert articles.
Project Problematics:
- Lack of external factors optimization
During the course of the project, a plan was developed to increase the number of backlinks:
– Prioritizing pages for promotion.
We understand that a link from an external site will only affect a specific page. Therefore, we must identify the pages that require links. It is recommended to promote the pages of basic services first.
– Defining keywords for selected pages.
It is of the utmost importance that the keywords that will be linked to are related to the content of the page. For instance, a page about a category of services should include links with keywords related to that service.
– Determining the subject matter of articles for publication.
This is a collaborative process where we and you (separately at first) suggest topics for articles that could be published. Once all ideas have been combined, the final list is formed. It is essential to initially collect 30-50 topics that align with the key queries to a satisfactory degree.
– Allocation of advertising budget for the publication.
Links serve as recommendations, increasing search engines' confidence in a website. An effective link-building strategy can significantly enhance a site's visibility, authority, and relevance to key queries.
The team at RegisTeam recommends the following best practices for external and internal link environment strategies:
- Prioritizing quality over quantity: Links should be from authoritative and relevant sources. This reinforces their value in the eyes of search engines.
- Natural placement: Links should be placed naturally within the content, providing additional value and information to the user.
- Diversity of sources: A diverse range of link sources helps to increase the trust of search engines. It is advisable to avoid including too many links from the same domain.
- Internal re-linking: Use internal re-linking effectively to improve website navigation and distribute page authority between pages.
- Avoid artificial accumulation of links: Artificial link building or buying links can lead to search engine penalties.
RegisTeam emphasizes that a focus on creating quality content that naturally attracts external links is the most sustainable and effective SEO strategy.
An example of the link profile structure after the start of work:
Project Problematics:
- Presence of technical optimization errors
An SEO specialist at RegisTeam conducted a comprehensive technical analysis of the website, identifying and resolving critical technical issues that significantly enhanced visibility and traffic. The key issues fixed included:
1. Improvement of page loading speed: A slow page loading time has a negative impact on user satisfaction and search engine rankings. By optimizing images, minifying CSS and JavaScript files, and improving server settings, we have been able to significantly speed up the loading time.
2. Fixing indexing problems: The elimination of duplicate pages, customization of the robots.txt file, and addition of the canonical directive have enabled search engines to index website content correctly, thereby eliminating unwanted content from the index.
3. Improvement of the mobile version of the website: In the era of mobile platforms surpassing the desktop, optimizing a website for mobile devices has become critical. Fixing display issues on mobile devices and improving the user interface has led to an increase in mobile traffic.
4. Eliminating 404 errors (“Page not found”): Fixing or redirecting (using 301 redirects) broken links has improved user engagement with the website and improved the overall quality of the website for search engines.
5. Website structure optimization and improvement of internal linking: The website’s logical and clear structure, along with its competent use of internal links, made it easier for users to navigate and for search engine robots to crawl the site.
These measures not only addressed the immediate technical deficiencies of the website, but also set the stage for further promotion and improved user experience. Ultimately, this resulted in increased search engine visibility and traffic.
Results
Increased website visibility:
Growth in the dynamics of website visibility by queries:
Growth in traffic dynamics:
Growth in the distribution of keywords by position:
Total traffic distribution by channel (period from January 1, 2023 to December 31, 2023):
Summary
At the digital agency RegisTeam, we have successfully promoted a software development client’s website, significantly increasing its visibility in search engines.
We successfully optimized the website, attracting the target audience with quality content and strategic marketing. Our methodology, which is based on competitor data analysis, creative solutions, and technical expertise, has led to a notable increase in traffic and improvements in conversion rates.
To replicate similar successes for your online project, we invite you to consider utilizing the RegisTeam services.
