What is SEO optimization. What is SEO and how does it work? Independent SEO

In the previous article, I talked about how buying links is now a rather dangerous activity and should be done with caution or not at all. In the comments they asked about alternatives - how else can you promote the site? And I recommend starting with SEO optimization.

Some newbie webmasters are unaware of these basics or simply brush them off. Meanwhile, this is very important to be able to do and to know. I will tell you how to do SEO website optimization yourself: step-by-step instructions for beginners and not only.

SEO website optimization yourself: step-by-step instructions

Why is SEO optimization so important? Because now, first of all, search engines pay attention not to the number of links, but to behavioral factors. That is, how much people like your site, how long they stay on it and whether they go to other pages.

In addition, the technical side is important, i.e. so that the site loads quickly, is convenient and there are no common errors (duplicates, incorrect robots.txt, etc.) But first things first, let’s start with technical issues:

1. Choose your hosting wisely– there are a lot of offers, and some newcomers are attracted by the low cost. Now you can find offers for 70 rubles a month, but at the same time you will constantly suffer due to various problems. Or you won’t see the problem, but traffic will be low - it’s all about the hidden problems of the hoster. Don’t be stingy and don’t be greedy, you’ll more than recoup the costs of good hosting later. I recently switched to Mchost and I couldn’t be happier – the site has never crashed during this time and has started working faster. Review of popular hosters in this article.
2. Certificate of safety- This is a relatively new trend that began to gain popularity in 2015. It is believed that very soon all sites that have not received such a certificate will fall in search results. Google already gives a small plus to sites that have an SSL certificate, and raises them a couple of lines in the search results. I haven’t studied this issue in detail yet, but I’m going to. So if you are interested in this issue, you can subscribe to updates.
3. Website loading speed– this plays an important role in SEO optimization, because visitors do not want to wait long. The ideal time is 2-3 seconds. Check your download speed and fix any errors following the instructions in this article.
4. Image optimization affects the loading speed of the site. I described how to quickly and easily reduce the weight of several pictures in this article, use any of the methods listed.
5. Adaptive layout or a mobile version of the site - Google has long warned that it will lower sites without a mobile version in search results. So you should either buy a design with a mobile version, or order it from freelancers, or use plugins (for example, WPsmart).
6. CNC links, i.e. human-readable links. It has not been proven that this directly affects search results, but it will definitely not be superfluous. And it will be more pleasant for readers to see a clear address, rather than a set of numbers and symbols. You can connect such links in the admin panel, in the Settings – Permanent Links (CNC) section.
7. Site Map– perfectly improves behavioral factors. Recently, sites without “content” are rare, but they still occur – and this is terribly inconvenient! In addition to a map for search engines (sitemap.xml), be sure to create one for visitors using the Dagon Design Sitemap Generator plugin. In the article about the most necessary plugins, I explained how to use this plugin.
8. Set up Robots.txt That’s right – this can be done literally in a few minutes, but how many people simply forget or forget about it. Don't know how to do it? Read.

Internal website optimization

When technical errors are resolved, you can move on to internal optimization:

1. Create a semantic core– this is the key point of promotion, and without this success will not be seen. SY need to be created even before creating the site in order to immediately think through the site structure, sections, etc. It is not necessary to immediately type 100,500 queries; at first, 100 will be enough to have something to work with. The free program Slovoeb or Keykolletor will help you with this.
2. Come up with a title and description– this is the basis of SEO optimization of a website, since this information is displayed in search results. Title is the title of the article; it is advisable to include a key query in it. Description is the text that appears in the search under the title of the article. You need to write an intriguing description so that people want to visit your site. But everything is fair - no promises that you cannot keep.
3. Use different types of headings: from H1 to H6. But in the article itself, do not use h1, since this heading should only appear 1 time in the article. And the rest can be evenly distributed throughout the text, placing emphasis and indicating to visitors where what is written about. But don’t overdo it with headings – on average, one per 3-5 paragraphs. Although personally, I usually only use H2 and H3 - I don’t go lower, and I think that’s enough.
4. SEO image optimization– we have already touched on this issue above, but we were talking about reducing weight and size. And here it’s worth paying attention to uniqueness (look about it) and SEO optimization. Be sure to include keywords in the alt and title so that the image can be found in a search and accessed through it to your website.
5. Quality articles– I have already specifically described how to write and format articles correctly, but I will briefly outline the basics. Write long texts of 3000 characters or more, be sure to be unique, and break the text into paragraphs to make it easier to read. By observing these minimum requirements, you can already please search engines and visitors; more details about this are written in the link above.
6. Write articles regularly– decide how often you will write articles for the site. Once a week, twice or every day. Try to stick to this schedule and post at the same time.
7. Site relinking- this is when you link to another in one article, and the person goes to another page of the site. There are entire linking schemes, which I described in a separate article, but I prefer to simply link to useful articles as I write. This makes it more likely that the reader will move on to read another article.
8. Remove broken links and malicious – the useful Broken Link Checker plugin will help you with this. It is easy to operate - just press a button Recheck all pages and you will receive a detailed report on all broken and suspicious links. The code and decryption can be found in this article.
9. Analyze the site, improve behavioral factors - install Yandex metrics and analytics, view statistics and failure reports. Using a web viewer, evaluate people’s behavior (how long they were there, where they looked, what they poked) and correct possible problems. You may have to rewrite the article if it does not meet the title and main key.

External website optimization- this is getting links to your site using free or paid methods. Try to develop naturally and gradually so as not to arouse suspicion with a sudden “explosion” of links. Approach this issue wisely, then no filters will affect you.

Be sure to follow the links in the article and study the unclear points in more detail. If I used all the information from other articles, it would turn out to be a very long step-by-step instruction. SEO optimization of a website is a serious matter, and you shouldn’t leave it to chance. Moreover, following all these recommendations is not so difficult, but the effect of these actions is impressive.

You have decided that without search engine promotion, further development of the project is impossible. We found a specialist and provided him with access. After a while, you get a hefty list of recommendations for implementation - at the level of site structure, texts and even the most sacred thing - design.

How do you understand that all this is really necessary, and what exactly does an SEO specialist do to optimize your resource?

Regardless of whether you are promoting a website in Russia, Ukraine or the USA, and, accordingly, focusing on Yandex or Google, the promotion process as a whole does not change. Of course, as in other areas, there are no clear restrictions and much depends on the specifics. But there are still about a dozen mandatory stages of work.

Do you want to know about the stages of promotion specifically for your project? We will advise:

1. Analysis of the site, topics and competitors

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Notice boards.
5. Corporate websites.
6. Forums.

When an SEO specialist gets all access to project analytics and webmaster panels(or adds a site there himself), he begins to analyze the goods and services of the project, and also gives a general assessment of the site in order to understand what work needs to be done first.

It is at this stage that a project promotion strategy and a detailed work plan are formed.

What exactly does a specialist do?

1. Analyzes the overall visibility of the site not only for high-frequency queries, but also for mid- and low-frequency ones.
2. Conducts an analysis of competitors and market leaders in order to understand what to focus on in a given topic, what is better in competitors’ websites.
3. Analyzes the structure of leading sites in a niche and their link profile.
4. Marks requests for which landing pages need to be created and optimized on the client’s website.
5. Conducts both regular analytics based on search results, and systemic ones, for example, using Serpstat.

Why is all this needed? An SEO specialist determines whether it is necessary to immediately make global changes to the site. For example, change the CMS (content management system), adapt the site for mobile devices, change protocol from http to https etc.

A competent specialist notifies you in advance of the need for global changes in order to clarify with programmers how possible, for example, it is to finalize the current version of the CMS.

This also allows you to clarify the entire budget for website promotion - costs for content, links, and other expenses.

It is better to make global changes in advance, otherwise, after 3-4 months of work on implementing an SEO audit, you will find yourself at a dead end - you will be faced with the fact that it is technically impossible to optimize filters or add new tags or categories.

2. Formation of the primary core of search queries

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.
7. Forums.

Now you have in your hands a promotion strategy, a work plan, a preliminary analysis of the site and the sites of market leaders. At the new stage, an SEO specialist, using Serpstat, Wordstat and other tools for collecting search queries, collects, clusters into groups, and breaks down the frequency semantic core.

It will be useful for:

• forming the site structure;
• drawing up templates for manually generating and forming meta tags (Title, Description, Keywords), H1, H2 headings;
• writing texts on landing pages;
• creating competent linking;
• external website optimization;
• site visibility analysis.

The semantic core can consist of several hundred search queries (for small business card sites) and several hundred thousand (for online stores).

The process of compiling the core is long and, depending on the size of the site, can take several months. That is why it is divided into sections and categories, so as not to slow down progress and expand the semantic core in parallel with other works.

3. Formation of a broad site structure

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products, except for some projects with a narrow focus.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.
7. Forums.

Search engines are constantly improving their algorithms and showing the most relevant pages for user queries. If you enter “laptops with backlit keyboards” into a search engine, you will see the pages most relevant to these queries in the first places.

If you want to see your project in these positions, you cannot do without creating a broad site structure. For each group of search queries, you need to create and optimize your own landing page.

At the same time, it is important to remember that it is better to optimize specific product cards for super-low-frequency queries, since they will only interfere with the promotion of important pages, taking away some of their internal static weight.

A query that is entered no more than 5 times a month is considered super low-frequency.

Category pages are created for high-frequency queries, and static filter/filter intersection pages are created for mid- and low-frequency queries.

Where do you get ideas for creating new landing pages?

1. Issue analysis.
2. Competitor analysis.
3. Internal site search.
4. Analysis of product range / range of services.

For large stores with distribution centers in various cities, as well as message boards, marketplaces, and companies with branches, the number of landing pages in the structure is multiplied by the number of cities. It is important that the content of such pages be unique.

This is a long process, and in large projects new filter pages for specific categories are created even two years after the start of website promotion. But still, the bulk of work to expand the structure of landing pages should be carried out much earlier in order to quickly obtain the desired effect.

4. Formation of a task for internal optimization

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.
7. Forums.

The specialist corrects errors in internal website optimization, works with landing pages for groups of queries, and removes duplicate pages. To do this, a technical SEO audit of the site is carried out, on the basis of which a task for internal optimization is formed.

The following points must be followed (in order of importance):

1. Setting up automatic generation of Title, Description and H1 headings based on templates for categories, products, filters, filter intersections, pages created for geo queries, etc.
2. Formation of page addresses on the site (bringing them to a human-understandable form).
3. Optimization of filters: creation of rules for the formation of URLs for filters and their intersections, meta tags, visibility of links to filters).
4. Increasing server response speed and site page loading.
5. Removing duplicates using permanent redirects, canonical addresses, noindex follow.
6. Creating an XML sitemap.
7. Setting up multilingualism (if language versions are available).
8. Optimization of pagination pages.
9. Optimization of server response code and page headers.
10. Setting up micro markup for reviews and information on product card pages.

5. Organization of internal linking

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Notice boards.
5. Corporate websites.
6. Forums.

Often the reason for poor website ranking is a problem with filling promoted pages with static weight. What are we talking about?

It is important not only to create landing pages, but also to organize internal linking so that users and search robots can easily get to other pages. Otherwise, they may not appear in the search engine index.

Typically, this problem occurs with pages of optimized filters - the user can get to such pages by selecting a filter, but the search robot does not see it.

Also, at the stage of site promotion, the SEO specialist builds linking of menu categories using developed scripts, where he adds previously collected and clustered queries, and transfers static weight from pages with low competition (for example, from product cards, filter intersections) to pages of a higher nesting level.

6. Content optimization

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.

The optimizer manually generates unique meta tags (Title, Description, Keywords) and H1 headings based on the “long tail” of search queries for those pages where it is necessary. Also, for promoted pages of the site, texts are generated that include previously collected key queries, naturally, taking into account the current requirements of search engines.

Texts influence both the ranking of pages for high-frequency queries and their display for long-tail queries.

7. Working with a crawl budget

For which projects is this stage relevant:

1. Online stores.
2. Sites of services and products, where it is possible to filter search results and sort them.
3. Notice boards.

A search robot's crawling budget is the number of pages it can crawl on a website at one time.

Often site owners, after reading 1-2 articles on website promotion using filter and tag optimization, create hundreds of pages of useless filters for which there are no requests or very few of them. Moreover, pages of intersections of two filters from one block (for example, two brands), intersections of four or more filters are not closed to the robot. They do not hide pages of various sorts: by price, rating, number of products on the page. These are all gross mistakes.

As a result, the search robot can index only part of the filter pages and leaves the site. Even if you do everything else correctly, this will be the reason why pages will not be included in the index. Moreover, the static weight of category pages will be greatly reduced.

An excellent case for working with filters: “How to save a project and increase organic traffic by 109% in 6 months”.

It is recommended that only experienced specialists work with a crawling budget. Specialists will correctly close “junk pages” for indexing, created only for the convenience of users, leave only the necessary filters, prohibit robots from crawling “junk pages” and close links to them.

8. Improving site usability

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.
7. Forums.

Do search engine algorithms take into account behavioral factors - how the user interacts with the site? Yes, take into account.

SEO specialists work on:

• failure to return the user to search results;
• reducing the failure rate;
• increasing the duration of stay on the page.

Adapting a site for mobile devices will significantly increase the visibility of the site in mobile search results, and conversions from mobile devices will also increase. Simplifying navigation reduces bounce rates. Proper design of the “About Us” page will increase the trust of visitors and search engines.

9. External website optimization

For whom is this relevant? For all types of sites in highly competitive topics.

Yes, in a number of topics with low competition you can do without building up external link mass, but mostly external optimization is necessary. The more high-quality thematic sites link to you, the more authoritative you become in the eyes of search engines.

There are many parameters by which you need to build a link profile and select donors. SEO specialists can use permalink exchanges, add natural links from forums, Q/A services, and also directly post through webmasters of sites that do not sell links.

10. Increase conversion from visitors to clients

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Business card websites (not one-page websites).
5. Notice boards.
6. Corporate websites.

Conversions are not necessarily sales. This can be either an order for services or a subscription to a newsletter.

In fact, this is a complex stage that requires knowledge of design, usability, email marketing, and even skills in creating quality content.

What does a specialist do first?

1. Corrects order forms.
2. Adds ways to communicate with managers through the site.
3. Changes the colors of page elements.
4. Works with reviews.
5. Sets up triggered personalized mailings.

And this is only a hundredth of the improvements that increase site conversion.

11. Step-by-step page optimization

For which projects is this stage relevant:

1. Online stores.
2. Websites for services and products.
3. News sites.
4. Notice boards.
5. Corporate websites.
6. Forums.

Based on the ranking of pages by queries and analysis of traffic by category, SEO specialists constantly work with the site structure, expand it, make changes to texts, meta tags, internal linking, and external link mass of pages. This is a long process.

Everything is complicated by the constant updating of search engine algorithms, and therefore it is often necessary to make changes to the site promotion strategy and constantly improve it for users and search engines.

conclusions

Conventionally, we can distinguish 11 main stages of the work of an SEO specialist:

1. Analysis of the client’s website, topics and competitors. Formation of strategy and work plan. Relevant for all types of sites.
2. Collection and clustering of semantics, formation of the primary core of search queries. Relevant for all types of sites.
3. Creation of a broad site structure. Irrelevant for specific products and narrowly themed services that solve specific goals.
4. Conducting an audit, creating assignments for technical optimization of the site. Relevant for all types of sites.
5. Internal linking, increasing the internal weight of pages important for promotion. Relevant for everyone except small business card sites and specific products.
6. Content optimization. Relevant for all types of sites.
7. Working with a crawl budget. Relevant for online stores, message boards, services where it is possible to filter the results and sort by various parameters.
8. Improving site usability. Relevant for all types of sites.
9. External optimization, working with the link profile. Not relevant for topics with low competition.
10. Increasing the conversion rate from visitors to clients. Relevant for all types of sites, except forums.
11. Step-by-step optimization of pages by sections, categories, implementation of improvements based on data analysis. May not be relevant for small business card sites.

Almost all stages are not applicable to one-page sites.

Of course, there are many nuances that are beyond the scope of this review. For example, correct site transfer

SEO (Search Engine Optimization) is the comprehensive development and promotion of a website to reach the top positions in search engine results (SERPs) for selected queries in order to increase traffic and further generate income.

The higher a site's position in search results, the more users come to it. Therefore, work on:

• increasing the correspondence of pages to search queries (relevance),
• optimization of structure and content,
• improvement of commercial factors,
• page code optimization,
• increasing external factors of resource significance.

Optimization rules are set by search engines. Each of them uses and regularly updates its own ranking algorithms, which are made up of many factors. And, although the formulas are kept secret, experts know which factors carry the greatest weight. By influencing them, you can improve your position for key queries in search results.

User behavior, interface convenience, and site loading speed are extremely important for promotion results. With the development and complexity of algorithms, the importance of the above factors is steadily growing, which ultimately makes search results better. Search engines strive to provide the most useful material to a user's request. Therefore, resource owners need to publish the most interesting content for their audience.

And if it works today, it is not a fact that it will work tomorrow. Services are constantly changing and being rebuilt. Approaches are changing along with them.

How is SEO developing?

SEO originated simultaneously with the advent and development of search engines - in the mid-1990s. At this time, search engines selected resources according to a very simple principle: they took into account the words that were in the text of the pages. SEO before 1998 was key spam. The first search results included Internet resources with texts like this: “Sneakers for sale Moscow.” The search results were terrible. The tops were mostly spam.

In 1998, Google brought about the first SEO revolution, ushering in the link age. The search service has implemented a link ranking algorithm, PageRank, which calculates the weight of a page by calculating the importance of links to it. The more links there are on a page, the more important it is. And in 1999, Yandex announced the use of its own citation index to organize the Yandex.Catalog. The TIC determines the authority of Internet resources, taking into account the qualitative characteristics of links from other Internet resources.

In these conditions, SEO begins to develop quite quickly. The first agencies appear that provide website optimization services, the link business is born: link sellers, automatic promotion services, and scripts for exchanging links appear.

The dawn of link SEO was the period 2005-2009. It was a time of large link budgets, one hundred percent guarantees. SEO is becoming a highly profitable business.

In 2009, the second revolution took place - the introduction of machine learning algorithms into search engines. One of the best machine learning algorithms was invented in Yandex - Matrixnet. With its help, a ranking formula for the search engine of the same name is constructed. In fact, the formula is written by a machine. Therefore, since 2009, SEO requires knowledge and hard work.

2012 is the beginning of the reference-free period. Search engines are fighting links. In April 2012, Google launched the Penguin algorithm. It blocks Internet resources for low-quality links created by webmasters in order to influence rankings. Following this, in March 2014, Yandex stopped taking into account the link factor in ranking for commercial queries. And in May 2015, Yandex introduced the Minusinsk algorithm, which periodically identifies the leaders in purchasing links and limits them in ranking. Promotion only by purchasing links has become useless.

At this time, companies begin to try to study ranking algorithms to understand which factors to focus on. Various promotion models are being developed, new strategies and methods are being tested.

What is it like?
search results today?

Website optimization
or how does SEO work?

Search engines are constantly striving to improve the quality of search results, so it is necessary to promote the Internet resource in a comprehensive manner. This is working with the technical side, content as a decisive factor, convenience, usability, correct display on various devices and attracting natural links.

The work is divided into two subtypes: internal and external optimization.

SEO and website promotion in general are now becoming an increasingly complex and complex process.

But (!) at the same time, any beginner can still successfully and practically promote their website for free, having learned the basics and having some time. The more time spent, the better, of course. All this is possible if you do most of the work yourself and do not delegate.

I focus specifically on free website promotion, independent. Because this is what interests my target audience - visitors to my blog, buyers of the TOP Base. But some inexpensive tools are worth using. I gave my recommendations on SEO tools (programs and services), including completely free ones, in a separate article.

This guide was not conceived by me as a detailed step-by-step guide, but simply as a short GUIDANCE for those who still know little about SEO, website promotion - as a clear list of the main types of work and the main nuances that you definitely need to know about today, the main mistakes in order prevent them.

After all, some mistakes today may be irreparable.

Topics other than SEO will not be covered here - such as email marketing, lead generation, contextual advertising, social media promotion (SMM) and much more.

The main purpose of this guide is to give a brief overview of the system, what stages and processes consist of independent website promotion and what is most important about them.

I will try very hard to decipher them without “abstruse” terms or to decipher them more often. Google the rest.

I have a concern that the article is not entirely suitable for complete beginners in SEO, but it is perfectly complemented by my free SEO course- it is extended, has 20 lessons on all main topics and was updated in 2019, completely up to date.

The most basic areas of work:

Now in order:

1. TEXTS (CONTENT)

The most important direction today.

First and most important - with high-quality texts it is many times, if not ten times, easier to promote- you can actively and successfully use , you can sincerely recommend your materials - you will be pleased that people treat them positively, and this will increase your motivation to continue to proactively distribute links to your materials and promote the site, write new ones like VERY QUALITY, really useful, valuable materials.

Materials such as:

- large step-by-step guides
— practical cases, success stories
- TOP... (top niche sites, video channels, best articles, tricks, products, hacks - you name it)
— interviews with experts (possibly a summary of several experts)
- tests, comparisons
- analysis of errors, failures

This “Guide to Free Promotion for Beginners” is one example of this type of text. I didn’t have time to promote it, but at the moment it’s 25 thousand views with almost no effort.

If site visitors are also on their own, with the desire to share, then this will be a viral increase in links and social signals to the site, increasing the trust of the site as a whole and individual pages with materials. In addition, with high-quality texts you build a website brand, increase your reputation and expertise in your niche.

Secondly, interesting texts significantly improve your behavioral factors - people stay on the site longer, there are fewer bounces, they add to bookmarks, share, return, if lost, they try to find it by typing your name and the approximate title of the article into the search, and so on. Good behavioral factors (BPs) improve search engine rankings.

Thirdly, the uniqueness and quality of texts becomes more and more important for search engines. And for articles ordered from SEO copywriters on the textsale or etxt exchange for 30 rubles per thousand characters, they cannot be high by default. Today, Baden-Baden, Panda and other search engine filters actively come for watery SEO texts about something that has already been written about a hundred times on the Internet. Since the beginning of 2018, Yandex has already crippled a lot of information sites that did not have good behavioral factors, had too much advertising and had texts of little use.

It is very useful today to have a “Blog” or “Articles” section on a corporate website. .

Very good, almost certainly if the texts include the following inserts:

- lists
- diagrams, diagrams, drawings, infographics
– photographs, images
- video (not necessarily your own)
- links to other pages (you can and should also link to other resources that are significant in your topic, which really provide additional value to your material. Opening links is best done in a new window)

Where can you check the uniqueness of texts? and various other text characteristics important for SEO. In my opinion, this pair of online services is enough:

The uniqueness of the text on your website may not be very high if:

- someone stole (copied the whole or a large piece) your text
- you yourself or your promoters have replicated it on different sites - in company catalogs, in press releases, on bulletin boards, on forums, etc.
— there are duplicates of pieces of text on your other pages on your website.

The situation with the uniqueness of texts is not the easiest. Even if you were the original source, a more authoritative site may still rank higher than you.

But in most cases, the text on your site will be considered the primary source, and this is still an important point. But if this page is targeted and very significant for you, if you want to consciously promote it high to the TOP, and it has little unique text, rewrite it.

It's best to rewrite "knowingly." For example, by looking at what is going on with competitors.

View the values ​​of the main parameters for sites in your TOP for a specific key query you can, for example, use these two services:

Pixel Plus provides a comparison of YOUR relevant page (it determines it itself) and the average values ​​for the pages of competitors in the TOP upon request only in Yandex.

Seolib simply displays the overall parameters for the TOP - both in Google and in Yandex.

“TOP Analysis” from Pixel Tools provides very valuable information that you can use as a guide when writing or editing texts and compares it with your relevant page. The service immediately gives recommendations on what needs to be increased and by how much, what to decrease. He shows:

— Volume of text in words
— Number of exact occurrences of the query in the text
— Percentage of occurrence of words from the query in the text
— Occurrences of words from the query in the Title tag
— Inclusions in outgoing link anchors
— Percentage of occurrence of re-enchantments in the text
— Absence in the text of words that are often found among competitors
— Number of relevant documents by Title tag
— Internal links to URLs
— Title tag length in words
— External links to the domain
— TIC
— Availability of HTTPS and share of competitors on HTTPS

In Seolib you can look, in addition to Yandex, also Google, and more general parameters of competitors - such as the number of pages in the search engine index, the age of the domain, whether it is in the Yandex Catalog, Dmoz, which pages are mainly in the TOP - main or pages 2 -th level and deeper.

I described this issue in much more detail in these two articles:

(!)

Today it is very important to use when writing texts synonyms, words from search engine highlights and tips, those that are most often used by competitors, toponyms (below I will show what highlights and tips look like). These are the so-called LSI words - words that form your topic.

And in general, it’s always useful to just look at it by eye - what’s going on in the TOP of competitors, what kind of texts, content, how it’s presented, how it’s optimized, etc. For competitor analysis, see the last paragraph.

2. SEMANTICS (KEY QUESTIONS)

I have a detailed lesson on the Semantic Core in my free SEO course. Subscribe, receive, study. All the basics are there - about the “long tail of low-frequency queries”, and about the types of key queries, and how to collect, and much more.

What you need to do:

1) compose a semantic core as a whole, from scratch. Cluster it (group) and distribute it across the site, across pages, create new sections and pages on the site for queries that have not yet been covered, do internal linking, etc.

2) select additional requests for existing pages and directions, optimize and promote consciously (!) along them.

3) identify for yourself queries that are close to the TOP3-50, for example, and “add” higher. This is one of the most important actions to increase overall website traffic.

Here, for example, in this form in the Sitereport.rf service you can get free visibility of your site for 300 queries close to the TOP of Yandex and separately Google, and start promoting higher those that have enough traffic, or are your most targeted requests and deserve attention.

But, in principle, since they are close to the top and usually there are transitions to your site for such queries, you can get almost the same information and even more from your Yandex Metrics, Google Analytics, LiveInternet, webmaster’s accounts in both search engines and others services. It is true that Yandex and Google now encrypt most requests and statistics have become far from being as complete and capacious as they once were, so it is worth using all possible services.

I wrote a list of free services, what they will give you and in what form, with screenshots, in the article “Free analysis of website visibility in search”.

Here in the screenshot I filtered so that the lowest positions in the PS from the entire list of queries offered by Sitereport were listed first:

How pages get to the TOP:

— improving the page (refining the text in terms of its value for the user, improving it in terms of keywords, synonyms, etc., improving the presentation of the text, including various inserts and media files in the text)
— improved optimization
- link mass - both natural free and purchased
— social signals
— improving behavioral factors (including through improving the snippet to increase its click-through rate)
— internal linking

Of course, the main tool that everyone uses is the KeyCollector program. This is the main software on the market for capturing and analyzing nuclear signals. But for beginners, I think TopVisor will definitely be easier and it has a lot of advantages.

The most basic mistakes when working with the Semantic Core:

— the semantic core is poorly developed, taken from the head

— similar queries are “planted” on different pages

— promotion is not carried out consciously - it is not tracked which page is relevant for the key query in different search engines, and whether it corresponds to your landing page that you are promoting for this query.
Relevant - the page that the search engine ITSELF considered the most suitable on your entire site to answer a given key query and which it displays in search results. Read more about the difference in relevant pages and what this means.

— it does not take into account that there are informational and commercial requests that should be promoted on different types of documents.

— competitors in the TOP have only the main pages for this key query, and you have tailored a 2nd level page for it and are promoting it.

— you have no chance at all to advance on this request, because competitors have all other parameters (link, host, etc.) too large - choose queries with lower frequency and less competitive.

If you have already worked out the semantic core, then new ideas on SL can be taken from:

- analysis of different thematic communities - forums, social networks (what they talk about, in what words)
- online services that provide “site visibility in search engines” - this is, for example, Sitereport.rf (it does both a free analysis of site visibility and a paid selection of other suitable semantics automatically), Xtool. .
- services for analyzing your competitors (these are, of course, the most powerful tools for collecting key queries) - Spywords, Semrush.
— large-scale ready-made keyword databases. Pastukhov's base ceased to exist. But there is, for example, free Bukvariks.

One of the most common questions is whether to make an article for MF (mid-frequency) key queries + LF Queries or many, many articles only for LF (low-frequency) queries.

There are 2 main options here:

1. A VERY high-quality, large, well-designed article for MF and LF queries, which is also actively promoted with links and social signals. Gradually, it has every chance to rise high in the positions of the mid-range request or queries and spontaneously capture many other low-frequency and micro-low frequency queries.

2. There are many articles for low-frequency queries, which are much easier to “kick out” to the TOP with a much smaller number of links and other measures such as internal linking. BUT (!) such articles collect much less traffic and most often do not provide a viral increase in links and social signals to the site, i.e. independent growth of the general trust of the site and a specific article.

Today, it is ideal to combine both strategies (and from small articles under LF you can put links to larger ones under MF) or actively practice the first strategy.

3. SEARCH ENGINE OPTIMIZATION

In this blog I wrote articles:

But The main thing today is to avoid over-optimization! How to diagnose re-optimization filters in Yandex, see this post.

Which page elements are most important to include keywords in:

— Text
the required number of direct occurrences of the key query (on average about 2%, also look at the TOP for Pixel Tools).
It is still recommended to have an exact entry in the first and last sentence, not only exact ones, but also various diluted key queries in the text (but without brute force), synonyms, words from highlights, tips, toponyms, commercial markers such as “buy”, “price” - which are right for you according to your TOP, etc.

— Title
should include the H1 or the main keyword from the H1, but should not be completely equal to your H1 headline.
Mandatory exact occurrence of the desired query as close to the beginning as possible, size preferably 60-70 characters, no listing of keys separated by commas, add toponyms, commercial markers like “buy”, some additional words that attract attention to the description of your site, you can then numbers.

— Meta Description
It is also desirable to have the exact occurrence of the key query at the beginning, it should not repeat the title - it should reveal it, and it would be nice to have additional keywords and something from your USP - the most catchy moments. Up to 230 characters, with a period at the end.

— Meta Keywords
1-2 main key queries, no more. It is still worth filling out this field.
Although you don’t have to fill it in - it doesn’t play any role in promotion, but overspam in this field can be a negative.

— Page title in H1
the most important key query + some other words are possible. There should only be one H1 per page.
You shouldn’t write there a long commercial key like “Buy auto parts in Moscow.” The most natural, convenient and useful for people.

— Headings H2-H6
if the text is large, then in subheadings of a level lower than H1, we reinforce the main key query - we use it plus some other new words, and also use other key queries for which the page is promoted. But without fanaticism, otherwise you will get a filter. It’s better not more than 1-2 times for large text.

— Alt title for images
alt is considered especially important. But it is advisable to set both attributes, and they should preferably not be identical, and it is not desirable that all page images have the same alt, let’s create variety. That is, we put the main keyword plus other words in alt and title. It is also advisable to include words such as “photo”, “drawing”, words of toponyms, synonyms, words like “buy”, etc.
BUT you should not make a key in every image - try to describe first of all what is in the image and avoid overspam. Image captions also play a role in applying the over-optimization filter.
It is also very advisable to name the names of the image files themselves with keywords in transliteration separated by a hyphen - this way they will be better found through image search and increase traffic to the site.

— Copyright at the bottom of the site
I would recommend putting it something like this:

year copyright sign company name and some main key and something interesting from the USP (preferably something that has something in common with the Title and H1 of the main page)

2017 SeoAndme: Anna Yashchenko’s blog about free independent website promotion

The point is that after the copyright sign and the name of the company, your main key queries should appear, but at the same time they should not look like some kind of listing of keywords separated by commas. Moderation is the most important thing, interestingly presented.

But attention! Today, over-optimization filters are being used atrociously, especially in Yandex. And if you use keywords in copyright today, then do it very carefully, otherwise it may affect the overspam of individual pages.

This is such a slightly slippery technique. Although often effective.

It is very convenient and desirable (especially for the main and most important landing pages) to come up with several options for the Page Title and Meta Description. And drive into some visual snippet editor, for example, here:

and look at different options for how your snippet might look in search, choose the best result and add it to your site.

BUT! Today you can create a meta description of up to 230 characters, but this service cuts it to 155. That is. It is possible to roughly visually understand what it will look like, but not fully. Now I usually use the Yoast SEO plugin, for example, in any of my WordPress sites.

It’s also very convenient to shoot and compare snippets using the TopVisor service.

Let’s take a look at the “Site Positions” section in Topvisor, where you can see a comparison of snippets in search engines.

For example, I look at my website seotopshop.ru for 1 date (you can take 2 specific dates) and in the Google and Yandex search engines and see the following snippets for one request:

Different snippets, different relevant pages. Then I can, firstly, think about which single landing page I should better lead both search results to, and secondly, how to improve the existing snippet.

That is, a snippet is what it is, see the screenshot below. This is a description of your site in search results. I highlighted one of the words in red. I already mentioned lighting in this article. Words from it should definitely be used on your page if you want to promote it well. Alexander Arsenkin, for example, has a convenient free one.

I also mention tips, this is it:

You won't necessarily be able to create a snippet that you control, meaning you won't be able to guarantee how your site's description will look in search engines. But there is a very high probability of this if you make the snippet correctly.

It is also important to carefully work out the snippets of those pages that are close to the TOP and that need to be “added” to it.

Some articles on creating a managed snippet:

And my big expert survey No. 3 “Filters for Yandex and Google search engines 2018”, where 12 well-known SEO specialists revealed many details.

It's worth remembering that today, often the same re-optimization filter can be applied to a website - to the entire or individual documents. Therefore, spamming keywords in the text, highlighting words in bold, italics, etc. - this is no longer acceptable.

What services will help you see how well your pages are optimized?

I won’t describe in detail about technical audit (see the lesson of my courses), I will say about common mistakes:

- duplicate pages (this is especially easy to see if the number of pages indexed by Yandex and Google is very different - then there are probably many duplicates on the site)
— no redirect from www to without www (or vice versa, it doesn’t matter)
- broken links
— circular links (links in a page to itself)
- missing H1s or too many of them
— too many H2-H6 or they contain only service information, without keywords, they are spammed
- missing Title, Meta description, Meta Keywords or too long, as well as overspam in them
— H1 equals Title
- no Alt, Title for images
- low page loading speed
— the server does not give a 404 response, and there is no special page for this error
- no robots.txt or incorrectly compiled, no sitemap
— no adaptive or mobile version of the site

Now technical errors also include the lack of https - yes, indeed, Google is increasingly beginning to displace such sites, and from July 2018 in Chrome all such sites without HTTPS will be marked as unsafe, which will greatly reduce traffic from Google. In Yandex, too, in many tops, the share of HTTPS sites can be 70-80%, which means that it is almost impossible for an HTTP site to break into such a TOP, and it becomes more and more difficult.

Therefore, you should think about switching to https so as not to lose traffic from Google. Here I have a good selection of guides for switching to https.

And also all technical aspects are written in excellent detail, including speeding up site loading, correct transition to HTTPS and others in the new textbook “SEO Guru 2018” from Dr.Max.

I also recommend watching this short material from Dmitry Sevalnev, what options there are to remove duplicates, and which ones are priority.

5. INTERNAL LINKING

There are a lot of articles and guides on the Internet about linking. There are many different patterns - circular, star and so on.

I usually try to simply link from different materials to the most relevant ones on the topic, plus separately link the most significant pages or those that I need to get to the TOP. That is, I most often don’t bother with diagrams in particular.

In general, you can view and analyze the weight of pages using programs such as (I don’t know which one is better).

To increase the weight of a page, it is best to link to it from other pages on your site that are relevant to this key query.

All relevant pages for a request on a specific site in Yandex, for example, can be found like this:

The first page is the one that the search engine considers the most relevant for this query and shows it in the overall results. Ideally, you should promote it (unless you want to overtake your relevant page with another, more targeted page). And put links to it from the pages that go below.

It’s also worth mentioning separately about the anchor profile. Anchor is those words, those texts on which you put links.

Ideally, most of the links on the site, even within the framework of internal linking, should have unique anchors - fewer identical and clear exact occurrences of key queries, more diluted ones.

But it’s better to link to the keys from the most relevant pages (see screenshot above).

6. LINK PROMOTION

I have been writing about this for many years now, many articles have been written. I won’t list them all here, but this article contains brief instructions and a link to all my posts.

The most important of my manuals and posts(they have links to my other articles and guides on topics):

In them, in principle, you will find everything about current promotion with links.

What can be highlighted as the most important for effective and safe promotion with links:

— reference factor- just one of many. But he still plays a very significant role and will continue to do so. It is especially noticeable when promoting low frequency queries to the TOP. And it is especially important for promotion on Google. Some talk about links no longer working is complete nonsense.

— Natural free links occupy and should occupy an increasing share of the link mass. This is placement on forums, social networks, blog systems, company directories, press release sites, question and answer services, review services, social news services, a little in selected site directories and in a number of other types of sites

See the study.

These types of links play a very important role. They help to raise and stabilize the site’s position in search engines, attract real target buyers and visitors, help improve the behavioral factor, and serve as a safety net against various link filters, because help build a natural link profile.

- in the increase in link mass to the site It is highly desirable to maintain positive dynamics- constant growth from month to month, or at least without strong failures, maintain regularity.

— be gradual- i.e. build your link mass slowly. For young sites, I recommend about 200-300 “successful” registrations per month and this will give approximately 30-40 active direct open indexed links in fact. Or the same amount (30-40) if purchasing for a young site.

- do varied link placement - different texts, on different pages of your site, different anchors (texts of the links themselves), placed on different types of sites.

- to start make up to 70-90% of links non-anchor(preferably more branded ones - on the name of the site, company or project, in combinations of project name + URL). But the best thing is to simply have as many different options as possible with words, links in images, some links to URLs, and so on. A small percentage of direct occurrences of your key queries and 10-20 percent of diluted key queries.

— do not order or make automatic mass direct runs to the site(exception - a variety of layers, gaskets, CAREFUL reference pyramids -)

— so as not to fall under the “Minusinsk” filter Yandex, it is advisable in general not to purchase more than 200-300 SEO links to the site (here we mean not only temporary leased links, but search links are now well defined and the majority of purchased permanent links in articles). Ideally, build a high-quality link profile using manual outreach (agreements with site webmasters). The rest are natural free links. Moreover, the more natural free crowd links you have in your profile, the more you can increase the threshold for purchasing SEO links (but not by much).

- free link placement can be made a little easier with SEO software, and it will be quite effective if you act with your head. But a “magic pill”, so that some software would take and place everything itself and raise your positions with minimal effort on your part and without training, etc. does not exist today.

I have a separate free course on different types of sites where you can conduct free natural link promotion. It includes many different detailed step-by-step guides in general and for specific types of sites - such as forums, press release sites, company directories, social networks and blog systems, message boards, etc.

7. COMMERCIAL FACTORS

Commercial factors are something that is inherent specifically in a corporate, selling website. This is something that can help it rise in positions when the site seems to have stopped moving while pumping up other aspects (my SEO friends and I had such pure cases when a corporate site that had “ risen ” in positions moved from its place precisely with the help of commercial factors).

This is all that indicates that the site is corporate - as internal factors such as reviews on the site, promotions, price lists, city phone number, domain email, online consultant, wide range of products, availability of certificates, interactive map, call back, etc., and external such as finding a site in company directories, Yandex Directory, press release sites, review services, price list aggregators, business message boards, and so on (all this is in and you can also search for it yourself).

What are they like? Detailed lists of commercial factors can be found here, for example (one of the most understandable and practical articles):

Commercial factors can always and definitely need to be increased.

8. BEHAVIORAL

I won’t write much about behavioral factors now; I’m preparing a separate large article.

Today it is one of the most important ranking factors. Yandex especially makes heavy use of PF in ranking.

Like commercial factors, PF can also be divided into external and internal.

Domestic- this is what concerns your site specifically.

It’s worth looking at the bounce rate for your site in general and in particular for individual pages.

Take those pages where the number of failures according to Yandex Metrica or Google Analytics is the highest, look at the page with a fresh look and think about how much it really answers the user’s request, whether it is interesting enough to read it in its entirety, whether the text is well presented, how complete and in detail, is there any valuable data, are there any useful photographs, drawings, tables, diagrams, links to other useful sections and materials on your site, additional useful services such as a calculator, etc.

Your goal is to increase user satisfaction from the page and from your site as a whole, increase the level of trust, a positive impression of the site, and as a result, increase the time spent on the site.

External- this is, for example, how often your brand or site url is typed into the search bar of a search engine or whether the user will close the search page after going to your site or vice versa - close your site and continue searching further, and others.

You need to work comprehensively on the usefulness of your website and the popularity of your brand (in particular, using crowd marketing sites on suitable thematic or other platforms with a target audience, place inactive links mentioning the name of your product or company, or website).

The formation of an effective extended snippet helps improve the behavioral factor- i.e. increase the CTR of its click-through rate in search results. This is, first of all, working with the Title, Meta Description and other aspects of creating a controlled snippet, as well as various elements of the extended snippet - “quick links”, etc. (for Google and Yandex these are different elements).

9. SOCIAL SIGNALS

1. engage in competent content marketing(creating content of really high quality and level of usefulness for the user - such as all sorts of step-by-step guides, comparisons, tests, coverage of narrow practical issues, infographics, success stories, etc.).

How do social signals affect the positions of sites in search engines, and what happens to the positions of sites that do not use social signals.

I have little faith in the benefits of social signals for SEO - in the sense that I myself have never seen, felt, or measured it. But I never complained about promoting my sites; search engines always loved them if I made some effort. Perhaps partly due to the presence of high-quality social signals.

3. make sharing buttons visible on your website, perhaps, for some types of sites, use plugins such as “social lock”, pop-up windows for subscribing to groups on social networks, social network widgets and other stimulating elements.

The increase in social signals is also monitored by search engines - they should preferably not have too sharp a jump in growth out of nowhere or an explosion of social signals from spammed accounts.

10. USABILITY

I'll just highlight some of the most common mistakes, which are found on almost any site (on mine, too, by the way).

1. “2 second rule”
A visitor to your site should see something in 2 seconds that will help him make a decision - whether to take further action on your site or close it.

It should be something that will interest him, inspire confidence and let him know that there is something special and worthwhile on this site.

This could be: your USP, some cool review, a block with competitive advantages, a significant guarantee, an interesting promotion or special offer.

But not general text about the company, logo and phone number.

2. USP
Your unique selling proposition must be broadcast on the main page and preferably on each one.

That is, not a dull formal text about the company “sheets”, but preferably, what makes you special, what makes you better than your competitors, formulate in 1 sentence and place it on the header.

Plus, make some of your benefits, decorated brightly and clearly, in a list and place them on each page. Not advantages, but BENEFITS for the client. It’s not that you’ve been on the market for 10 years, but how your ten years of experience is useful for the buyer - the fact that you have a huge base, the best guarantee or the best prices in the region or something else.

3. Expectability of the result.
A person must understand what to expect. This is one of the most common mistakes. Next to the forms for online application, ordering a call back, or placing an order in the cart, they do not write when you can expect feedback and the operating hours of the site support service.

Few people will place an order in silence. Call by phone and find out whether you can trust this online order form on the site and when you can expect it to be processed.

4. Dates, social evidence, dynamics on the site.
Many corporate websites, where dates must be included, still suffer from the lack of all this. You go to the site and it’s not clear whether it’s still alive, or whether the company closed long ago. No news, no promotions, nothing with new dates.

Social proof is, in particular, widgets and broadcasts of posts from social networks to the website.

5. Reviews that are difficult to trust.

Of course, if possible, then you should promote the site yourself. It will be significantly cheaper and will generally produce longer-term results. In this article we will look at the main points and nuances of how and where to start promotion. The emphasis is on free promotion, but you can use the services of a company that offers professional SEO website promotion services.

A lot of information has been written about how to promote websites on the Internet, but there is no magic algorithm by which you can achieve results quickly and without the basics. The only thing we can definitely do well and we know that it will bring a 100% plus: writing interesting content presented in a high-quality form for the user. And then there is work to constantly improve this content.

Alas, almost any website requires constant work. If you stop adding new materials and leave the old ones without improvements, then after 6-12 months a smooth stagnation and decline in positions will begin. Plus, competitors are not asleep and are creating better and better content.

What is the purpose of SEO website promotion?

The main goal of SEO promotion is to improve the visibility of the site (positions) for key queries in order to increase targeted traffic. What I want to emphasize is that you only need to search for thematic keywords. Non-targeted traffic will bring nothing but extra numbers to the traffic counters.

The purpose of website promotion is not only to improve visibility, but to generally improve the project.

Before you start reading the manual, I want to make a note that the time frame for website promotion is many months. You shouldn’t hope for quick results: what are the real time frames for promotion?

Website promotion from scratch - step-by-step instructions

1. A good domain is the foundation for the further success of the project

It is advisable to start website promotion by choosing a beautiful domain name. As the history of the Internet continues to grow, it is likely that the chosen domain has already been used by some webmaster before. There is nothing wrong. It is only important that it was not previously filtered by search engines. The search engine's domain history is saved. If there were previously sanctions on it, then they can be automatically transferred to your project. If the domain is clean and has some age (for example, a couple of years), then this is a positive thing.

When choosing a domain name, you should consider the following nuances:

• The domain must be in Latin (i.e. it is not advisable to buy Cyrillic versions of s.rf, .rus)
• The domain must correspond to the language zone (for Russia this is .ru, but .com is also allowed)
• The domain must contain a keyword or entry written in Latin (prodvizhenie-sayta.ru, taximsk.ru, etc.)
• Absence of a dash in the name (of course, this is not critical, but if possible it is better not to use a dash)
• The domain name is short and memorable
• Check in the web archive and in the search whether this domain has already been registered previously (just in case)

It is also very important to register a domain in your name with real passport data. Otherwise, the domain may be lost during data verification, which sometimes happens.

Why is it worth thinking about a good domain right away? Because changing the address afterwards is more problematic. Setting up a 301 redirect when changing the URL is not difficult, but moving is a small risk. It’s just that search engines are not catching something as it should be.

2. Specifications

The site must meet basic technical requirements. For example, loading times should be better than most other projects. This mainly depends on the availability of large photos, scripts, engine, hosting and server settings. The faster the speed, the better.

2.1. Site engine

Engine choice is a huge topic of discussion. All CMS have their own problems and advantages. An ideal website can only be completed with the help of a developer and optimizer with additional costs for development.

A good engine should at least have functionality that allows you to change the tag