SEO optimization in website development



  • Many SEO professionals reading this article now know that when a new project comes to us for promotion, very often we are faced with a site that is not ready for it.


  • The client has created the site himself without even a basic knowledge of programming and search engine optimization. For example, this can be done on Tilde.
    The client had the site developed by “his mom’s friend’s son.” Of the same series of “friend, who looked at the course,” “friend, who knows a lot about computers,” etc.
    A client had a site created by a “shrewd programmer”. However, he either disappeared/doesn’t pick up the phone, or left for Moscow and can’t make the site now, because he grew out of the whole thing.
    The client went to a Digital studio, which has no service for search engine promotion, and therefore does not know about the basic optimization of projects, or does not want to spend time/human-hours on this. They offered the client different options, he chose, and they just did as the client said.
    There are many more different reasons, but let’s not focus our attention on that.


The bottom line is one:

  • As a consequence of all this, you have to tell the client the costs. Resource needs to refine, and it beats on a pocket client, or there is a question of global redaction of the site or develop a new, because the previous resource can not effectively convert applications and bring in money. It is good if these are minimal changes and the client will not have to spend a lot of money.
  • So, to avoid all this, you need to initially develop a site that will be promoted in search. Our company has a checklist for basic website optimization, which we use in the development of sites. In this article I will write out the items suitable for any site, whether it is a corporate site or online store.

Let’s begin.


  • Preparation for SEO-friendly website development

Competitor analysis and collection of the semantic core

  • Competitor analysis is an effective way to determine the functionality of competing sites, identifying their strengths in terms of search engine optimization (SEO). This is done so that when we create a website, we can implement the necessary functionality into the website we are creating and thus be at the top as quickly as possible during its subsequent promotion.
  • For example, if most of our competitors in the search function “Ordering Product in 1 Click”, then we can also implement this feature in our product card. In essence, we take the competitors’ functionality, which currently occupies the leading position, improve it, if possible, and implement it on our website. This is important at the prototyping stage of the site.
  • If the client didn’t have a website at all, we can start collecting a semantic core based on the analysis, determining what keywords they are promoting. And then, go back into search with the keywords ready and see how the competitors are promoting. We have these 2 tasks going on about the same amount of time.
  • Building the structure of the site
    Okay, did a semantic core, conducted an analysis of competitors, then it’s time to take up the structure (layout) of the site.
  • The structure of the site – a competent relationship between pages (documents) on the site. The right structure will allow search robots to quickly make the rounds of the resource, and visitors can easily move between its pages. Ultimately, it largely determines the success of the project. I will not go into this and move on to the next point, as there is a lot of information on this topic in runet.
  • Prototyping
    Prototyping – a quick “rough” implementation of the basic functionality of the future site, to understand the nature of the work and analysis of the system as a whole. During the prototyping, you can see a more detailed picture of the structure of the system. Prototyping helps to quickly agree on all the nuances of the site functionality with the customer.
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