Two sites can receive the same number of clicks from search and at the same time bring completely different results to the business. An online store cares about orders and revenue by category, a construction company cares about requests for specific types of work, and a manufacturer cares about requests for calculations from suitable organizations.
Therefore, an SEO strategy does not start with a list of keywords. First you need to understand the sales model: what the client chooses, how long the decision takes, which pages help him move further, and what action can be considered the target.
Below we compare six common business models and look at how the site structure, page content and analytics differ for them.
What should be common to any website
Regardless of industry, search engines must be able to crawl and understand pages correctly. To do this, they check server responses, robots.txt, sitemap.xml, canonical, duplicate URLs, mobile version, speed and accessibility of the main content without complex user actions.
Every important page needs a self-contained task, a clear title, useful content, and a path to the next action. The commercial section should not be a copy of the adjacent page with a replaced key phrase: it must reveal a separate need of the client.
The measurement rules also remain general. Positions and impressions help you see dynamics, but do not themselves show business value. They need to be associated with target transitions, forms, calls, orders and quality of requests.
Online store: categories, assortment and orders
In an online store, search demand is distributed between categories, subcategories, brands, characteristics and cards. The main task is to compare this demand with the real assortment and not create thousands of useless duplicates through filters, sorting and URL parameters.
Categories with stable availability and commercial potential usually receive priority. For them, a clear title, relevant listing, selection features, delivery, payment and internal linking are important. Cards enhance precise product requests, but the decision on missing items must take into account analogues and the likelihood of product returns.
It is useful to build a report for a store around organic orders, income and conversion on landing pages. The scope of work is discussed in more detail on the page SEO promotion of online stores.
Services website: a separate answer to each client’s task
A service website is rarely helped by one long page that lists all areas of the company. If services differ in results, scope of work and search results, they need separate meaningful landing pages.
It is important for a person to quickly understand whether the company solves his problem, what is included in the work, how the price is formed, what restrictions exist and why the contractor can be trusted. Therefore, along with the text, cases, stages, answers to questions, contacts and a short contact form are developed.
In analytics you need to save the login page, the selected service and the source of the request. Then you can see not just the number of applications, but the directions that actually bring suitable clients. The practical plan is on the page promotion of service sites.
Manufacturing company: product, application and technical data
A buyer of an industrial product can look for more than just its name. The request often begins with a characteristic, standard, material, application or problem that the equipment must solve.
Therefore, the production site structure must link the catalog to solutions and application scenarios. The pages require reliable specifications, documentation, manufacturing and delivery conditions, configuration options and a clear way to request a calculation. General advertising text without technical facts rarely helps a specialist make a decision.
Instead of assessing all requests as the same, it is useful to record the product, volume or purpose of the request. This allows you to distinguish targeted requests from retail and irrelevant requests. Details - on the page SEO for manufacturing companies.
Construction company: areas of work and evidence of experience
In construction, requests vary markedly by type of object, type of work, technology and scale. The landing page should exactly match the service, and not promise the company first place for all construction requests at once.
In addition to the description of the work, the client needs completed objects, photographs, the actual composition of the stages, materials used, the principle of calculating the estimate and the boundaries of responsibility. Regional pages only make sense if you actually work in the specified cities and have useful local information.
Target actions can be an application for calculation, sending a project or making an appointment. These should be measured separately from random calls. The structure of such a project is described on the page promotion of construction companies.
Online school: programs, examination and path to enrollment
For an online school, it is important to share information interest and willingness to choose learning. Articles can attract a wide audience, but the commercial result is formed by strong pages of programs, teachers, training format and admission conditions.
The course page should answer questions about the result, level of preparation, program, practice, support, duration and document after training. Promises of income without confirmation and mass materials of the same type create a risk for the trust and quality of the site.
In analytics, it is useful to trace the path from the first article or program page to registration, consultation and payment. More details on the page SEO promotion of online schools.
B2B company: long transaction cycle and narrow demand
In B2B, low traffic does not always mean poor results. A few hits from the right companies can be more valuable than hundreds of information clicks. The strategy must take into account the roles in procurement: the technical specialist, the manager, the buyer and the financial participant are looking for different information.
In addition to product and service pages, industry solutions, integrations, implementation requirements, documents, and support FAQs are helpful. Cases should explain the original problem and progress of the project, not limited to the client's logo.
The main metrics are qualified calls, requested solutions and the contribution of organic search to transactions. A detailed approach is given on the page SEO for B2B companies.
How to determine a priority direction
It is not necessary to redesign the entire site at once. For the first stage, each direction can be assessed according to four criteria:
- Is there a proven search demand?
- Does the proposal correspond to the real capabilities of the company?
- Can the site provide enough information for the next step?
- Is it possible to measure a hit and link it to a landing page?
Start wisely at the intersection of demand, business value and supply readiness. Once pages are published or finalized, search engines will need time to crawl and re-rank them. Dynamics are assessed not by one request, but by a group of pages and commercial actions.
What to ask the contractor before starting work
A good plan should explain which pages develop first and why. It records technical tasks, data sources for content, responsibility for implementation, and report metrics.
Specific positions cannot be guaranteed by a certain date: the issuance depends on algorithms, competitors and demand. You can record the scope of work, implementation deadlines, page quality and transparency of analytics.
The cost of SEO in SEOLIFT starts from 10,000 ₽ per month and depends on competition, the condition of the site and the volume of priority areas. If you need to determine a suitable strategy, leave a request on the page comprehensive SEO promotion — we’ll analyze the site and offer a consistent first stage.