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By TJ SoftUpdated:

Promoting the company’s website at launch

Promowanie strony internetowej firmy na start

Start by regularly adding articles to the website (at least one article per month). The article should include a table of contents (and consequently, headings), a selected key phrase used in the text and headings, as well as internal and external links.

Essential tools for promoting a website include SEO plugins such as Rank Math, which provides a checklist of tasks to complete and makes it easy to edit rich snippets and the appearance of the SERP (Search Engine Results Page)—that is, how your website appears in Google search results.

Another essential plugin is Google Site Kit (integrated with Google Analytics), which enables website traffic tracking.

The above guidelines are the simplest ways to improve your website’s search engine ranking, which you can implement right away without spending many hours learning SEO. If you are unsure whether you want to invest in full optimization, they may be sufficient. However, if achieving a high position in search results matters to you and you are prepared to invest the necessary time and resources, the order of actions is somewhat different—in that case, you should start by optimizing the website, conducting in-depth keyword research, and analyzing the industry.

The foundation of promoting a website for SEO is the regular addition of articles with a table of contents and a key phrase.

Action Plan

How to Promote a Website Using Articles?

Regularly adding articles to a website significantly increases the chances of achieving a high position in search results. In articles, we can include more text (and, consequently, more potential phrases that users search for) than on the website’s subpages. Of course, at some point it is worth optimizing the website’s permanent elements for SEO.

Additionally, regularly adding articles shows Google that the website is actively maintained by a real person, indicating that its content is up to date.

Patience is essential – websites are not social media

Indexing an article by Google’s algorithm may take some time. For the search engine to recognize that we publish content regularly, we need to do so over a longer period.

If we do not use additional methods of promoting the website, we start noticing organic traffic from the articles we publish after 3–5 publications, usually after around 2–3 months.

If there are no results, it is worth checking whether our website has been excluded from indexing; however, in most cases, we do not need to worry about this.

On the other hand, a blog article lasts longer than a social media post—good blog content generates website traffic for many months or even years. We can speed up Google’s discovery of a new article by selecting the immediate indexing option.

How to write an SEO-optimized article?

The foundation is, of course, good content that is useful and solves specific problems. Writing such content is easier than it may seem, especially if you already have knowledge of the industry you work in. Writing content itself is a separate topic, which I will discuss in future publications. For now, I will focus on how to optimize an already-written text for SEO so that it achieves high rankings in search results.

What must an article promoting a website have?

All activities related to promoting the website can be divided into those that are aimed at:

  • primarily for people (i.e., intended to make browsing the website more enjoyable)

  • mainly for Google algorithms (i.e. intended to make it easier for search engines such as Google to understand what our website is about)

Of course, these activities partially overlap, because Google’s algorithms are designed based on how people browse websites. However, we can distinguish activities that do not directly affect the user’s experience of the website but significantly influence how Google interprets our website.

At the outset, we focus on our audience and think primarily about them.

Table of contents (and many headings)

The table of contents helps you quickly understand what a given text is about and makes it easy to find useful sections. If we use headings in an article, adding a table of contents takes literally just a few seconds.

Google awards additional points simply for adding a table of contents, which positively affects SEO.

Additionally, search engines pay particular attention to headings, and phrases in headings carry more value than those in the main text. Headings are also essential if we want to be featured in rich snippets.

Key phrase

All SEO—not just the SEO related to articles—is based on keywords and key phrases. A key phrase is the text a user enters into the search bar, as well as the context and intent of the query.

Why is thinking about context and intent important? It allows us to better align keywords with what users are actually searching for. For example, choosing keywords based on typos no longer works (it was effective in the past). Google understands that when someone types “Kreslo,” they probably mean “Krzesło.”

All SEO, not just that related to articles, is based on keywords and key phrases.

Long-tail keywords (i.e. long-tail key phrases) are searched for less frequently than simple, one-word phrases. However, there is a greater chance that the content on your website will more precisely meet users’ specific needs.

For obvious reasons, it is worth starting with ranking for keywords with less competition. The popularity of keywords can be checked using Google Trends or a more precise tool such as Ahrefs. It is worth comparing the results by searching for the keywords on Google and reviewing the search engine results page (SERP – Search Engine Results Page).

Additionally, Google suggestions provide valuable guidance when selecting keywords and can be a good source of inspiration for creating headings.

Synonyms of the key phrase

Google understands synonyms and context and recognizes word variations. SEO plugins that show us a checklist of elements important for SEO use only mechanical keyword-phrase searches in the text.

Using synonyms for the key phrase is a valuable signal for Google—it shows that the text was written with the reader in mind, rather than solely optimized for visibility.

Google uses links to assess a website’s quality. A large number of links leading to a given website tells Google that many people have considered it valuable. Links must be natural and useful. Creating many low-quality pages with links to our website (so-called link farms) is ineffective and may even have a negative impact.

Taking care of our website’s link profile is a complex process known as link building.

Outbound links matter too.

Google values having links on our website, as they enable its algorithms to gather information about related content. Additionally, links demonstrate that we browse and analyze content on the Internet rather than merely publishing our own. Therefore, it is worth adding 1–3 internal links to an article, leading to other articles or subpages, as well as 2–3 external links directing readers to valuable content on other websites.

Google combats link farms. However, if for practical reasons we want to add many links to our website, we use the “nofollow” attribute. This signals to Google not to take the given link into account when assessing the quality of the page it leads to. As a result, Google will not reduce our website’s reach (or the value of other links), which could happen if we added many links with the “dofollow” attribute.

How to set the nofollow parameter?

If we edit the website’s code, we add the phrase: rel=”nofollow” to the link. However, most websites are currently edited using various editors; when editing an article in WordPress, we click on the link and select its settings.

Graphics

The article should contain at least one image with the key phrase set in the ALT attribute. This allows our website to be found in Google Images searches, and sometimes Google displays an image panel on the main results page.

Images also make an article easier to read by giving it a better rhythm, so it is worth placing photos and graphics throughout the text. If we do not have suitable materials, we can use free stock libraries such as Unsplash.

Appearance in SERP (rich snippet)

This is a very important element of every article. In addition to “feeding” algorithms, it plays a key role: it increases the chances that more people will click on our website when we appear high in Google search results.

For some reason, more people click on a given search result if every word starts with a capital letter. It works much better than regular text or text written entirely in caps lock.

Tags and categories

Adding categories and tags takes just a moment, yet significantly increases the value of our post in Google’s eyes. Tags also encourage users to check out other articles, which means they spend more time on our website—and Google appreciates that. Tags and categories are particularly useful if we have a lot of content on the website, so when we use them from the start, Google can see that we intend to run the blog for many years.

Advanced SEO

The above tips can be quickly implemented by anyone. Therefore, if you’re unsure whether it’s worth spending time promoting your website, writing a few articles is a good way to find out.

If we want better results, it is worth spending some time optimizing the website at the outset.

Above all, you should ensure fast loading speeds and appropriate linking to subpages.

Most guidelines for writing articles can also be applied to subpages, though with some differences. For example, a table of contents is not necessary on most subpages (although it can sometimes be useful), and on the homepage and subpages we have less space for text—there, the visual aspect is much more important.

There are, however, exceptions. It is often worthwhile to add a “wall of text” at the bottom of a subpage, e.g. in the form of an FAQ (frequently asked questions), which allows key phrases to be included in a popular format.

Good website optimization will increase the effectiveness of regularly published articles. In many cases, however, it is not necessary for the articles to start delivering results. For example, if the page load time is 5–7 seconds (quite long, but still acceptable), adding new articles will still attract users, although some of them may leave before the page loads. However, if the load time exceeds 8 seconds, website optimization should be a priority.

If we have 5–10 hours available per month, it is best to initially focus on creating articles. After 2–4 months, we will start seeing results and will also obtain data that will make it easier to analyze and select the best keywords.

Since editing subpages takes more time than editing articles, it is worth being sure about the phrases we optimize them for.

Summary

A Quick Cheat Sheet of the Most Important SEO Information

Publication Regularity: Add at least one article per month, paying attention to headings, key phrases, and internal and external linking.

SEO Plugins Use plugins such as Rank Math (for checklists and SERP editing) and Google Site Kit (for traffic tracking).

SEO in articles:

  • Use a table of contents and headings.

  • Use key phrases, especially “long-tail” ones.

  • Add synonyms for key phrases to ensure naturalness.

Linking: Add internal and external links (nofollow and dofollow) to increase the value of the page.

Images: Include images with the key phrase in the ALT description, which helps with image searches.

SERP Appearance: Optimize the title’s appearance to attract clicks (e.g., capitalize the first letter of every word).

Tags and categories: Adding them helps Google assess the post and encourages users to explore the site.