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Search engine optimization

  1. Internal site optimization
  2. External site optimization
  3. Crib

Website optimization implies a complex of works to achieve high positions in search results and attracting high-quality traffic. All works are divided into external and internal. Internal seo optimization is aimed at improving the site: the elimination of technical errors, work with navigation, usability and content. External search engine optimization is aimed at obtaining high-quality inbound links and improving the visibility of a site on the web.

Both types of work are important. If you carry out only external work and attract users to the site without internal optimization, then the traffic will be, but the conversion will not. Entangled navigation, slow work speeds or re-optimized texts will scare away visitors, and they will quickly leave the resource. If you deal only with internal optimization, the traffic increase and exit to the top will be slow. You will have an excellent resource that no one visits.

Internal site optimization

Page optimization. Start a search engine optimization site with checking pages: meta tags, headlines, writing url, content, pictures and buttons of social networks. Give each page a personable url (CNC), a unique title and a title h1 that does not match the title. Add the master key in url, title and h1. See the description. Rate how it causes the desire to go to the site.

Check the menu nesting, correct if the nesting is more than three levels. Read the texts on the site and rewrite them if they contain non-unique or outdated information. If the text is re-optimized, correct this. Check the materials in the service "Turgenev". He will evaluate the readability, style, keys, wateriness and other parameters and give a list of recommendations. Read more in the article " Website page optimization: basic requirements ".

Image optimization. Often it is the pictures that weigh the most and slow down the speed of work, so scale the images to the desired size, use only the appropriate format, work with vector images wherever possible. Additionally, restrict the color palette and use delta encoding, it will reduce the weight of images by half. Pictures have their own alt and title meta tags. Fill in tags to help crawlers indexing. Read more in the article “ Image optimization for the site: detailed guide ".

Internal relink. This is putting links inside the site from one material to another. Usually carried out for the convenience of site visitors and improve usability. When a visitor reads an article, he sees links to related materials and can go directly to them. He does not need to search for additional information through the search. Or on the website of the online store in the product review provide direct links to the product. For SEO purposes, relining is needed when weight is distributed between pages or promoted by low-frequency queries. How to do relink correctly, see the material " Internal site linking: instructions for old projects ".

Commercial factors especially affect the promotion of company websites and online stores. They are taken into account by search robots when ranking resources for commercial inquiries: buy, order, price, and the like. These factors include: contacts, online consultant, call-back order, quantity of goods and services, prices, selection and comparison filters, photos of goods, working conditions, reviews.

To be in the top for commercial requests, you need to continuously improve the online store. Introduce the best terms of delivery, expand payment methods, add additional photos, videos and descriptions to goods. Work to ensure that visitors order as much as possible on the site. This improves both commercial and behavioral factors. The significance of each factor for search engines, see the detailed report " Yandex and Google: ranking factors in 2017 ".

The behavioral ranking factors show how visitors behave on the site, how satisfied they are with the search result. To assess the PF, use site statistics: refusals, time on the site, viewing depth, engagement, snippet clickability. SEO site promotion is highly dependent on the PF, although they are more relevant to Internet marketing, because they affect the behavior of users. Told about PF in the material " How to improve the behavioral factors of the site ".

Social factors. To promote the site work correctly with social networks. Create your own group or business page, because more than half of the sites in the top search results have offices on social networks. Additionally, place the Share buttons on the site so that users can share the materials. Track the number of shares. This is a strong ranking factor in Yandex and Google.

Technical optimization. Spend it to remove errors on the site. First check for broken links. This will help webmaster services Yandex and Google. If the page leads nowhere, the page weight is reduced, and behind it the total weight of the site. Delete such links or lead them to existing pages.

Eliminate duplication of information. Using the Screaming Frog program, find duplicate meta tags of title, description and h1. Make them unique without losing meaning.

Then find duplicate content using Siteliner.com. Please note that the information on the header of the site, in the basement, the menu does not apply to duplicate content, although it is repeated on each page. In the report, it is called common content.


Test results: unique content - 50%, total - 40%, dubbed - 10%


Detailed report

Download speed affects bounce rate. If the site loads more than 3 seconds, visitors leave. How to check and increase the speed, we told in the article " Site loading speed ".

The robots.txt file is a site map for search engines. It is prescribed that it is possible and can not be indexed, they give permission for indexing to certain robots, they prescribe redirects. See the article “ Analysis of robots.txt: find and remove errors ".


External site optimization

Reference factors. With the introduction of Minusinsk, the role of links in the promotion of commercial sites has decreased, because Yandex has introduced commercial factors to assess the quality of the site. However, links are still important, especially when promoted under Google. Do not be afraid to use links, but be sure to assess the risks when building up the link mass. It should be and look natural. Follow the growth of links in the Yandex.Webmaster and Google Search Console services.

2017 study showed that the number of referring domains, unique links and referring pages almost equally affects the ranking of the site, so it’s better to place several links from one high-quality donor than many unique links from different low-quality sites. Make sure that the links to the main page of the site are less than to other pages. The position on Google and hit on the top in Yandex depends on it.

The presence of an exact request in the link becomes optional. Use query words and synonyms in an anchor, their meaning is the strongest today. It is better to place a coherent text next to the link using different words and additions than a curved key or key in different word forms.

Donors Carefully select sites for link placement. If the share of low-quality seo-donors is large in the total reference mass, then there is a high risk of falling under the sanctions of the Minusinsk filter. Google assesses donor sites by spamming, regionality and topicality. He has his own filter for "bad" links - Penguin.

TIC - thematic index of citing the site, which shows its credibility. Calculated based on the weight of links from donor sites. The higher the value, the better. You can find out the site's CY in Yandex.Webmaster. Details told in the material " Thematic index of citing the site ".

Crowd marketing is a method of placing information about a site in the form of UGC (User-generated Content). Users share their impressions and leave links to promoted sites. Links can be direct, open or closed from being indexed, inactive, redirects or absent, when instead of a link you just need to mention the brand. This is the main advantage of crowd marketing: search engines consider this variety natural.

We recommend using forums, blogs, question-answer sites, otzoviki sites, comments on blogs and portals, social networks, especially thematic and regional ones. Placing links in the profiles of people does not make sense, because there is little “live” audience, and the effect will be low.

When placing text with a link, consider the type of site. Write blogs in the form of personal opinions and reflections, provoke discussion and talk about impressions on forums, post comprehensive and object reviews on sites otzoviki, share useful information on “question-answer” sites. Separately study the texts in the comments. They must contain valuable information directly related to the topic of the material, otherwise they will be deleted.

Original source. Often, information from the site is copied to other resources. To protect against this is difficult. Make sure that the site stood as the source. This will improve his position in the search.

Press releases. Post information, business news and event announcements on well-known trust resources. This will serve two purposes simultaneously: PR and SEO. The method is well suited for commercial sites to promote information requests. Choose to host specialized or general media.

Outreach is an expensive promotion method. It implies paid or shareware placement with a well-known blogger, on a popular site and in an online edition. It affects SEO, brand promotion, direct sales, so try to select placements with the highest quality target audience.

Crib

  1. Website optimization is internal and external. Work both ways to get better results.

  2. Internal site optimization provides for optimizing pages, images, internal linking, improving behavioral and commercial factors, accelerating downloads, removing duplicates and creating a robots.txt file and a site map.

  3. External search engine optimization is linked to reference factors. Pick up reputable and trust sites to post links. Publish press releases, articles in well-known media outlets, collaborate with bloggers, use crowd-marketing techniques.

Material prepared by Svetlana Sirvida-Llorente.