Can your hosting account do this?

Creating a website is the first important step, but I may surprise you if I write that nothing more will happen if you do not take care of its visibility. A website without an audience has absolutely no value. You can spend tens of thousands of zlotys to create a visually and technologically polished website, but if this is not followed by its visibility on the web and, consequently, traffic, you will have no use for it. If you think that just launching a website guarantees you new clients, because after all the Internet is such a miracle ... I will be forced to tell you wrong. It is not so!

So how do you win customers?

Increasing your visibility and gaining traffic is the result of many coordinated, properly planned activities. This could be your social media activity, Google Ads marketing campaigns, or SEO efforts to gain the highest possible positions in search results. 

In this text focus on SEO activitieswhich, if well managed, are most beneficial in the end. Why? First of all because the traffic gained from organic search results (i.e. not from ads) is the traffic you do not pay for. Secondly, your website is visited by people who are looking for what you have to offer. They need it here and now, and that means you have a much better chance of them taking advantage of your offer. Greater than if they come to your website from Facebook, for example, where you have to search for a target group interested in your product, which is not as easy as you may think.

What is positioning

Positioning is a series of actions aimed at achieving the highest possible position in search results, e.g. Google, but not only. You can read exactly what this is about in the article "What is positioning". Analytics and proper SEO optimisation of your website are at the heart of these activities. Without analysing the condition of a website and making sure that this condition is always at a good level, achieving high positions may prove impossible. The times when Google did not attach importance to the technical and content quality of a website are long gone. Therefore, the first step you should take after launching your website is its SEO optimisation.

Hosting that helps you

You may have heard that Google better rates sites that work fast. That's why the quality of hosting services and how fast your website will run on them is so important. But this is basically the only element (besides the SSL Certificate) related to SEO that service providers usually provide. It is definitely not enough to say that a website is well optimized, because it is just one of many factors that make up the whole optimization, but what about the rest? When using classic hosting accounts you have two options. You pay an SEO agency to carry out an audit for you, providing you with guidelines that you then have to implement on your website, or you can purchase access to specialist SEO software and use it to carry out audits yourself. You can find some tools that will help you with this in the text "SEO tools“. 

However, all of these activities come at a cost. An agency will charge a lot of money for an in-depth audit, which on top of that will be performed only once, and buying software that will provide you with a sensible set of data is also a cost, e.g. Screaming Frog in a full version is an expense of about 800 PLN net per year.

And what would you say if your hosting account was able to perform regular SEO audits of your site and create a to-do list for you to help you optimize your site step-by-step for SEO?

These are WordPress hosting accounts. If you don't already have this account, be sure to sign up and check it out. You have 30 days to return the money if you decide it's not for you. And if you already have an account, let's take a look at how to use the SEO tools that are integrated with it and what you get out of it.

First start-up

After logging in to the account administration panel, select the "SEO toolkit". You will see an overall summary of how the tools work for your site, or sites if you have more than one. In a situation where you have just created an account the view will be similar to the one below. There won't be any data yet, but don't worry, it will appear soon.

Site selection

Clicking on the image showing our site will take you to the SEO tools. Again, if the page is freshly launched the audit has probably not yet been carried out, so you will see an image encouraging you to initiate it manually. You don't have to do this if your account doesn't have the page yet, but if it's already in the version you'd like to verify then go ahead and run the SEO scanner.

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Under the above image you will also see a window allowing you to add phrases to monitor their position in Google, but not only because you can also monitor the position in Microsoft's Bing search engine, and even Baidu or Yandex. To add keywords for monitoring you click on the "Add keywords" button.

Position monitoring

Under keywords you will find a section responsible for analysing server logs. The advantage of these SEO tools over external ones is that they have access to your website's internal logs, and this means that they are able to determine more precisely what search engine bots are indexing it and what problems they are encountering. A log report is automatically generated every so often.

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Data analysis

The view above will change when your site is first analysed. When this happens you will receive a range of valuable information and tips. As you can see in the image below, both content, SEO and technical optimisation have been analysed. In our example, the page scored 96 out of 100, so it's not too bad.

Under the overall SEO health check you will find a section with tasks. A quick glance at how many tasks we have completed (completed) and how many are waiting for us to find time to implement them. From this level we can go into detail to view the list of tasks.

Below the tasks, you'll find general ranking data tracking the position of words/phrases in the search engine, and even below that, a quick summary of the analysis of page logs for search engine robot activity.

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When you go into the details of the general site audit you will find important information about the health of the site and so in the case of the content analysis in the screenshot below you can see that the system, while checking the site, has detected that there are 54 URLs (sub-pages) that do not have a META description defined. An important element and you need to correct it. Some subpages lack H1 headers and some pages have duplicate titles, meta descriptions and headers. In the importance column we can quickly see the importance of a given issue.

SEO audit details

Clicking on a specific problem will take you to the details, so you will get a list of URLs where the problem was detected. In our example, these are consecutive subpages containing a list of blog articles. So it's not a glaring error, unlike if it concerned specific subpages with descriptions of e.g. services, products etc... but if there is a possibility of correcting it, it's definitely worth doing.

Where is the problem

In each of the individual tabs i.e. "Content" which I wrote about above, "SEO" or "Technology" you will find data related to this area. If you manage to get to a situation in which the audit finds no problems, this will be the ideal state, which is enough to monitor later. After all, the website is alive, you will be changing it, developing it, etc... this means that audits should be performed on an ongoing basis. This system will provide you with that.

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Task system

If you are not an expert in positioning you need support in this field. You need someone who will tell you what to do to give your website a better chance of getting a better position in the search engine. For this purpose a system has been created, which on the basis of analysis of your website creates a list of tasks for you. As soon as you complete a task, you can mark it as closed. If the task has no basis for implementation, e.g. integration of Google map with contact page - it is not applicable and makes little sense for e.g. blog-like pages - you can skip the task. Take a look at how it looks like:

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Tasks are created dynamicallyThis means that when you expand your site, change its content, the system monitors everything you do and when its algorithms detect that there is something that could be improved, it creates a corresponding task. From now on, you will have no trouble identifying SEO problems. And, importantly, you will be able to respond to them quickly, which will certainly be appreciated by the search engines.

Log analysis

Search engines are essentially bots, or agents if you like, who penetrate the Internet in search of new content and changes to sites. They are special programs whose purpose is to provide search engines with up-to-date data on the content of the pages they visit. Their activity is extremely important because it decides what will appear in the search engine and what will not. Therefore, you should monitor bot activity on your site. SEO tools in your hosting account will take care of this task for you. You will receive data on the traffic of search engine bots, you will find out what they index and what difficulties they encounter. These difficulties are very important because you can quickly spot a problem with the search engine visibility of a particular part of your website and quickly correct it. 

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Search engine position and competition analysis

Some of the hosting plans in addition to the above detailed SEO audit also have the ability to monitor the position of your website for specific words and phrases in the search results of Google, Bing, Baidu, Yandex.

You can monitor a given phrase in many ways. You can easily determine in which search engines you want to check positions. Poland, Germany, England or any other country... you have everything at hand. If your company operates locally, e.g. in the area of a city, you can monitor its position focusing on the results obtained by the residents of that city!

Adding a keyword

Monitor your competitors

However, that is not all. By adding specific words or phrases you can additionally define your competitors and monitor the positions they occupy. What for? So that you know how your SEO activities compare to those of your competitors. If your rankings are stagnant, while your competitor is clearly climbing up, you know that he/she works more intensively or in a better organised way than you. It acquires more links, probably of better quality, publishes better content, etc... This is a signal for you that you need to do something to also move up and catch up with, or preferably overtake your competitors.

Word positions

Keyword monitoring is also an element that is able to alert you when something is wrong. Google changes its algorithms very often, making ever greater demands on website owners, so a sudden loss of position may mean that you need to react quickly. With ranking monitoring, you can react as quickly as possible and restore your website to its original position.