Where should you start with search engine optimization? Steps for developing an SEO plan for a new website

After a new website goes live, its pages may be accessible while organic search traffic remains slow to arrive. This is often not because a particular “optimization trick” is missing, but because search demand, website structure, and indexing settings have not yet been brought together. When developing an SEO plan, first define the target markets and conversion goals, then research keywords and plan the page structure, and finally carry out technical checks, publish content, and track results.

Search engine optimization is also known as поисковая оптимизация. For a new website, the first priority is not to chase a large number of rankings right away, but to make sure important pages can be discovered and understood, and that they answer potential customers’ real questions.

First, define what results you want the website to achieve

Before starting keyword research, clearly answer three questions: Which countries or language audiences are you targeting? What products or services do you offer? What action do you want visitors to take? B2B websites typically focus more on product inquiries and leads, while cross-border e-commerce stores also need to track product views, add-to-cart actions, and purchases. Different goals call for different priority pages.

Next, take stock of your existing materials, including product specifications, application scenarios, frequently asked questions, images, and after-sales information. If you lack information, there is no need to rush into creating a large number of empty pages. Instead, choose products or services that your business can describe reliably and that are directly relevant to your business as the first optimization priorities.

Research keywords and assign search needs to pages

Start with product names, uses, specifications, and purchasing questions to compile search terms potential customers might use. When reviewing search results, look beyond the terms themselves and observe the types of pages that rank. Whether the results are mainly product category pages, individual product pages, or informational articles can help you determine what users are looking for.

For example, a broad name for a product may be suited to a category page, while terms that include a model or specifications are better suited to product detail pages. Questions about installation, selection, and maintenance can be answered on content pages. Avoid giving multiple pages similar titles and almost identical information; otherwise, their purpose may overlap and maintenance costs may increase.

• Record search intent: Distinguish between needs such as learning about a topic, comparing solutions, and finding a supplier.
• Assess business relevance: Prioritize topics supported by your existing products, services, and materials.
• Assess content requirements: Check whether the required specifications, images, or technical explanations are available.
• Map needs to pages: Assign one primary page to each main search need, and record the planned owner and status.

For multilingual websites, research how people in each target market express themselves rather than simply translating Chinese keywords word for word into other languages. The same product may be described differently across regions, and units of measurement and purchasing priorities may also vary. Where possible, have someone familiar with the target language review the wording on each page.

Build a clear website structure before adding content

Map out the hierarchy of the home page, category pages, product pages, and informational content. Make sure visitors can find important pages through the navigation or related links. Categories should not be based solely on internal company departments; they should, as far as possible, reflect how customers look for products. Every important page should be accessible through internal links, rather than being reachable only through site search or a form.

Industrial websites targeting overseas markets often need to showcase their product range, international coverage, and inquiry options at the same time, but visual displays cannot replace searchable page content. For example, heavy vehicles and logistics solutions can use a product search center and a specialist inquiry form to organize the browsing and inquiry process; interactive maps, customer logo walls, and data dashboards can help present business information. In practice, however, major product categories and individual products should still have dedicated pages with clear text, and the information displayed should be accurate and kept up to date.

Page content should answer specific questions

At a minimum, a product page should explain what the product is, what it is used for, its key specifications, and how to submit an inquiry. Product pages should contain meaningful differences; do not simply replace the product name and reuse the same description. Informational articles should address one clearly defined question and link, where relevant, to product or service pages that can help solve the problem further.

Give each page an accurate title and concise description so searchers can understand what it contains, and organize the body text with clear subheadings. Images should be accompanied by any necessary text descriptions. Avoid placing all key information, such as specifications and contact details, in images. On mobile devices, also check that text is easy to read, buttons are easy to tap, and forms can be submitted successfully.

Check whether search engines can access your website before and after launch

Once the pages are ready, first use a browser to check that links work properly. Then verify the website using the webmaster tools provided by search engines, submit a sitemap, and spot-check the indexing status of important pages. A sitemap can help search engines discover pages, but submitting one does not guarantee that those pages will be indexed.

If important pages remain unindexed for a long time, first make sure they are not blocked by login requirements, incorrect no-index settings, or crawl restrictions. Then check whether the pages return a normal status, whether duplicate versions exist, and whether internal links are clear enough. Do not repeatedly change URLs before identifying the cause, as this may make troubleshooting more difficult.

Each language version of a multilingual page should have an accessible URL. Check that language and region annotations point to the corresponding versions. Also plan ahead for the large number of similar URLs that can be generated by filters, sorting, or search, to avoid presenting search engines and visitors with too many duplicate pages.

Set a pace for the plan and use data to decide what to do next

You can divide the work into three stages: preparation, launch, and iteration. In the preparation stage, complete the market research, keyword research, and page list. In the launch stage, complete the core pages and technical checks. In the iteration stage, add content based on traffic and inquiry data. Assigning an owner, deliverable, and review date to each task makes it easier to carry out than simply writing “ongoing optimization.”

At a minimum, track impressions, clicks, and conversions separately. If a page gets impressions but few clicks, check whether its title accurately addresses the search need. If it gets visits but few inquiries, check whether the content answers key questions, the form works, and contact details are clear. When there is not enough data, gather more before making decisions; do not make frequent changes based only on short-term fluctuations. Building search visibility takes time for a new website, so the plan should allow room for content improvements and technical fixes.