Have you wondered how your customers find you? How did they find out about you? Did they find you right away on Google, then come straight to your door to buy your product or service? Probably not. You needed website promotion and visibility. Well, that's what an online marketing agency does: it builds and polishes the image of companies in the digital environment.

In this article, we aimed to introduce you to the internal kitchen of a digital promotion agency and to answer your question about what each SEOLITTE company employee does on a day-to-day basis.

SEO department: optimization of websites for search engines

As you may already know, SEO has 2 big parts: Onpage SEO and Offpage SEO.

What do we do with internal website optimization?

At this stage, specialized SEO tools are used, and last but not least - the SEO expert's knowledge. These SEO tools can identify various errors or problems on both the programming and site structure side. As well as the limits regarding the promotion of the site.

The structure of the websites we analyze usually leaves something to be desired. We will modify 10-50% (sometimes more of the website), relying on keywords and building an architecture that is understood by Google. The structure and organization of the content in the pages will allow the creation and correct setting of the most important SEO tags, this will favor the correct indexing of the site by the Google search engine from the start.

The writing of Title tags and Meta Descriptions takes place - Meta tags of a site must be attractive, unique for each page, contain the most important keywords, and have an appropriate length.

The purpose of headings is to highlight the most important elements of the page's content and to indicate to search engines what the page is about. We therefore deal with the creation of unique Headings that include niche keywords:

- The H1 tag - the most important title on the page;

-The H2 tag - the second title on the page in order of importance).

Then the optimization of the images takes place - for a website to be attractive to Google it is quite important that the images are of the highest quality, have recommended sizes, and contain Alt texts (The role of the ALT attribute is to tell search engine robots what the images posted. It is recommended to optimize the images to be displayed on the first page of Google results).

The developed strategy and keyword analysis allows us to create unique descriptions for each important page or key product, with the correct, relevant, and logical use of the most important keywords. Guided by exact algorithms for creating SEO-optimized content, the SEO copywriting team will create suggestive and informative texts for the most important pages.

Suggestions will then be made regarding the loading speed of the site - loading time is an important factor that determines the quality of the site and this parameter greatly influences the time spent on the page by potential customers, as well as the desire of potential customers to browse further many pages on the website. Using SEO analysis tools, we will determine exactly what changes need to be made to improve the site's speed parameter.

Later, to generate the Cross-selling phenomenon, we will create a network of internal links between adjacent products. Similarly, the links allow for much easier navigation and customer information.

Here is the list of on-page SEO promotion activities:

• Optimization of texts, images, titles, meta descriptions;
• Improving the architecture of the website;
• Correction of code validation errors;
• Optimizing URL structure and internal linking structure;
• Optimization of page loading speed;
• Fixing site errors (dead links and images).

What do we do in external site optimization?

Off-page SEO means increasing the popularity level of the website, using PR and Link-building techniques and tools. Link Building is all about driving valuable and relevant links to your site.

At this stage, the visibility of the brand and the authority of the website are increased, by implementing various Link Building strategies (presence in local and international directories, placing announcements and communications about your company). We will work hard to achieve the critical mass (enough number of links that would make you comparable to your competitors and attract the attention of search engines to your site) of links to your site by publishing good content about you and by using our unsurpassed negotiation skills.

To obtain the links so necessary for the SEO procedure, advertorial texts are written (texts with an educational and/or informational impact with an SEO load, and by no means direct sales). An advertorial is a text of 300 to 600 words, which includes an active link to the client's website and approved keywords. It appears in online media sources (sites). Depending on their technical qualities, the price of the publication differs. There are sources with high audience and impact and some smaller ones. Their choice depends on the customers' marketing strategy.

Here is the list of off-page SEO promotion activities:

• • Publication of advertising news on relevant websites;
  • Placing banners and links on blogs in your niche or on popular sites, etc.