SEO: Audits, Consulting, and Search Success
- b2bspace
- Jan 11
- 4 min read
Updated: Feb 8
1. Introduction
Search Engine Optimization (SEO) is a key element of any successful digital marketing strategy. It helps your website rank higher in search results, making it more visible to potential clients. SEO is not just a set of actions to improve rankings but a strategic process that takes into account technical, content-related, and behavioral factors.
In this article, you will learn:
2. Glossary of Key Terms
SEO (Search Engine Optimization): the process of improving a site's visibility in search engine results.
Keyword research: identifying relevant search queries used by potential customers.
On-Page SEO: optimizing individual pages (headings, meta descriptions, content).
Off-Page SEO: actions outside the website that influence its ranking (backlinks, mentions).
Technical SEO: improving site structure, loading speed, and fixing errors for proper crawling and indexing.
SEO audit: a comprehensive analysis of a site’s performance in search engines.
SERP (Search Engine Results Page): the search engine result page for a user query.
3. How SEO Works
SEO is a continuous process aimed at increasing visibility and improving the user experience.
Main SEO areas:
On-Page SEO: content optimization, headings, meta descriptions, internal links, etc.
Off-Page SEO: external factors, including links from other sites.
Technical SEO: fixing technical errors and increasing site speed.
4. Links and Their Role in SEO
Internal links: hyperlinks between pages on the same site that help users and search engines understand the site structure and find relevant content.
External links: hyperlinks from other sites to your resource that increase site authority in the eyes of search engines, especially when they come from reputable resources.
5. The Impact of Artificial Intelligence (AI) on SEO
Google BERT and MUM: AI-based algorithms that enhance the understanding of search query context.
User behavior analysis: how much time users spend on a page, how they interact with the content, and whether they return to the page.
Tip: use AI for building a semantic core and competitor analysis, but don’t forget about unique and useful content.
6. Content and Semantic Core
Content: texts, images, videos, infographics that answer user queries.
Semantic core: a set of keywords that help users find your site through search engines.
7. Content Strategy and Search Positions
A content strategy should consider the page’s position in search results:
Top 10: the first page of search results, where competition is the highest.
Top 3: the leaders in search results, receiving over 70% of clicks.
Keyword conflict: when multiple pages try to rank for the same keywords, the ranking may "split."
Tip: create a unique content plan with individual keywords for each page.
8. How Search Engines Measure Sites
Criteria | Description | Metrics |
Relevance | Whether the content matches the query. | SERP positions |
Content quality | Whether the content is useful and unique. | Time on page |
Site authority | Number of backlinks from trusted sources. | Number of backlinks |
Technical factors | Loading speed and mobile adaptability. | PageSpeed score |
9. Practical Case: SEO Campaign for a Construction Company
Situation: A construction company aims to get more requests for private house projects.
Actions and optimization:
Site audit: identified low speed and insufficient internal links.
On-Page SEO: added key queries like "turnkey house project."
Technical optimization: increased loading speed and adapted the site for mobile devices.
Off-Page SEO: published articles and press releases on niche resources to gain quality backlinks.
Recommendations for Similar Projects:
Goal | Recommended Actions |
Increase traffic | Optimize meta descriptions and articles with keywords. |
Local visibility | Add the site to Google My Business. |
Increase conversions | Add internal links and optimize calls to action (CTAs). |
Budgeting:
Test launch: allocate a budget for an SEO audit and initial optimization.
Long-term strategy: invest in regular content and link building.
Tip: the budget depends on the niche's competitiveness.
10. Evaluating SEO Results: Key Performance Indicators (KPIs)
Metric | Description | What to Monitor |
Organic Traffic | Number of visitors from search engines. | Weekly traffic trends |
Bounce Rate | Percentage of users who leave the site without interacting. | Optimize pages with high bounce rates |
Keyword Rankings | Positions of key search queries. | Update content to maintain top positions |
Conversion Rate | Percentage of users who completed a target action. | Optimize CTAs |
CTR (Click-Through Rate) | Percentage of users who clicked on the search result. | Update headings and meta descriptions |
11. What’s Next: Future Articles
12. Conclusion
SEO is the foundation for attracting organic traffic and strengthening your online presence. However, it is not a one-time action but a continuous process that requires regular analysis and optimization.
Want to improve your search engine rankings and increase organic traffic?
Explore our SEO services and pricing at b2bspace.ee and book a free consultation!
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