How to do SEO promotion yourself. What is SEO and how does it work? Step #3 - Quickly get to the TOP

Positions and traffic are the main markers of SEO promotion effectiveness. To make the picture objective, we will look at more complex examples - requests with high competition and a commercial component. We have two topics and two pages:

Both topics can be monetized using the CPA model - selling insurance and offering a service for checking the possibility of traveling abroad. In both topics, “there is money”, which means there is competition. You can see it without tools, just look at the output.

Positions in Yandex:

Traffic over the last 12 months:

Google Positions:

It is possible to be nice to Yandex and Google at the same time, and moreover, the basic principles of promotion are similar. However, the situation when one search engine prevails over another is very common. Including in our examples, the example of a page in the TOP of Yandex is practically not represented at the beginning of Google results for similar queries, and vice versa, the example of a page in the TOP of Google has modest indicators in Yandex. Let's look at the tricks for each PS separately.

5 tips for free promotion under Yandex

SEO starts before the page is even created. The first thing you need to do is find out exactly how users search for information. To do this, use Yandex.Wordstat or look at the tips in the search bar. For example, this link will tell you exactly how people search for a product. For example, you will find out that they specify the query “health insurance”, and people also care about price and answers to various questions, for example, “do I need insurance”, etc.

Use the resulting keywords inside the article, focusing on the density indicator. Keyword density is an indicator of how often keywords are used in the text. There are special services for checking:

The younger the site, the more careful you need to be. For projects under a year old, it is worth staying within 3%. For older sites, the bar can be raised, but you should not go beyond 6%. If you overspam keywords, you may receive sanctions from the search engine for attempting to manipulate the search results. In our example, the page has the following density indicators:

Only the lazy did not say that the article should be unique. But don’t forget that the article also has headings. They must also be unique. Moreover, on the site, as a rule, there are two headings at once:

• Title - displayed in a tab in the browser;
• Heading on the site - displayed on the page;

Use them for promotion. To do this, use keywords inside the title, and place the most frequent and important ones at the beginning of the title. Try to choose unique text; don’t copy the same headline for the hundredth time.

Title and heading can and ideally should differ from each other. In this case, the title on the site should be framed in

. When creating the title of an article, do not forget about live readers, since the search robot is not the only one who will interact with the page. We have already written about applying knowledge in practice.

The same applies to subheadings within an article. Break the information into logical blocks, separating them from each other with meaningful subheadings.

Use all possible ways to provide content:

• Text;
• Images;
• Video;
• Tables;
• Bulleted lists.

We mentioned this. Nothing has changed: Yandex, like people, loves various forms of presenting information. In addition to this, it is worth considering:

• Give images ALT + Title;
• Specify the name of the picture in Latin, which includes the key;
• Tables are difficult to unique, but it's worth it;
• Try to use your keywords in bulleted lists.

Don't forget to use manual internal linking. Link to the page you need from other pages on your site. Use both anchors, for example, #buy insurance in the USA#, and non-anchor links - #by link#, #previously written#, etc.

5 tips for free promotion on Google

Google loves long reads. Large articles that cover the topic from all sides. However, Google doesn't like volume for volume's sake. There is no algorithm for how many characters an “ideal” article should have. Alternatively, you can spy on the volume of competitors who are already in 1-3 positions for the request you need. Ultimately, it is important to find a balance between volume and benefit; you must always pursue the main goal - the article should completely answer the user’s question.

The article should give the user the answer to all questions so completely that the reader does not Google anymore. If you find yourself in the TOP or near it, and traffic comes to you, but the reader quickly closes the page, returns to the search engine and looks for the same question again, then it’s a matter of time before Google removes your page from the TOP.

When a user selects a result on a Google search page and clicks on a link, they are not immediately taken to the site. First, the search engine redirects the user to a special tracking page and only then to the website. This happens quickly and automatically. Artificially boosting behavioral factors won’t work in the long run, so focus on the quality of your content.

Keep your material updated. Google will notice any change in character, and this will be another plus for you. If your site's system allows it, then not only refresh the page, but also change the publication date or add an update date. Doing this without updating the content is pointless; updating the information is more important than changing the date.

An example of a page about traveling abroad: last year the amount of debt changed from 10,000 rubles to 30,000, after which a person may become prohibited from traveling abroad. Many sites remained with the old numbers and gradually their positions sank. By promptly replacing numbers and facts in the article, you can bypass even more eminent competitors.

Try to keep pages up to date. To automate, set up Google Alerts on topics that interest you and receive a summary of queries once a week.

Make sure your articles are commented on. If you don’t have an audience yet, then do it yourself (from different profiles). Alternatively, you can order comments for your site on special exchanges. This is especially important to do the first time after the material is published. It is important to keep comments as realistic as possible, use keywords inside and imitate live communication.

Information that search engines have stopped taking meta tags into account pops up with enviable regularity. Here, webmasters and SEOs are divided into two camps - some do not believe in their benefit, others continue to fill out the Description / Keywords fields on each page. Google announced 9 years ago that the keywords meta tag does not affect search results in any way. Sosnovsky’s experiment proved in practice that filling out these fields can also be neglected in the case of Yandex. Therefore, this can indeed be neglected, but in 2019 it cannot be neglected:

• Availability of a mobile version of the site;
• Page loading speed;
• Full translation of the template;
• Removing unnecessary links or closing them in nofollow;

How to promote a website yourself and for free

The famous phrase of Bill Gates - “Content is king”, said back in 1996, has not lost its relevance in 2019. Content is still important for successful SEO. You should provide the reader with useful information that fully covers the topic and answers the user's question.

If you have a limited or no budget, then focus on content. Take note of our material. The ability to purchase links will improve your position. Both sites in the example also receive backlinks using different methods, but in this case the links are not the basis for promotion.

In 2019, it’s worth taking a closer look at LSI copywriting. This method replaced classic SEO copywriting, where exclusively keywords were used and their density was constantly measured. LSI copywriting is built on the content and meaning of the text, where, in addition to keys, various synonyms, word forms and other words and phrases that are close and characteristic of the topic in their context are used.

For example, going back to the insurance example in the US, the words “medicine”, “disease”, “pills”, etc. These are precisely LSI copywriting techniques.

Share your observations and best practices on free SEO promotion of projects in the comments.

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 a 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 various sites - in company catalogs, in press releases, on message boards, on forums, etc.
— there are duplicates from 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 TOP parameters in general - 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 queries for yourself 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 a long commercial key there 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. Nowadays 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 usually 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

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 and clarify 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.

What is promotion

The question seems to be very banal. The goal of promotion is to get more visitors to the site and make it more popular. We can say that this is a set of measures aimed at increasing the popularity of the project.

How a website is promoted in search engines and how to do it wrong

Perhaps you have the wrong opinion about promotion. That you can just invest a lot of money in this, and everything will be in chocolate. This is exactly not the case; today you need to think seven times before buying or doing anything. For example, I will give you a few examples of what you can invest a lot of money in, but in the end it will only bring harm:

Bulk purchase of links. You can spend a lot of money on this, but a sharp increase in the link mass is perceived very negatively by search engines. As a result, you can get filters from them and simply ruin your project. In addition, today the quality of links is more important than their quantity. Also keep in mind that if you have a bunch of links from projects that have a completely different topic (different from yours), then this is a direct signal to search engines that the links are purchased.

Run through catalogues. There are many places today where you can order a so-called run, which also allows you to get a lot of links and immediately increase the visibility of your site on the network. However, today this action has no significant benefit - almost all of these directories are just link dumps that are in no way authoritative for search engines. Of course, you can register your website in some places, but this is done independently without investing any funds.

Re-optimization of articles with keywords. Of course, you can try to do it in a cunning way and mention some main key phrase 5-7 times in the article, and even highlight it in bold, but today you cannot fool the search robot this way. Spam is the fastest way to get a filter and ruin your project.

Now what's the right way

So, we are convinced that money does not solve anything if you do not think with your head. The optimal promotion plan today is as follows:

Set up the site correctly from the inside

Write with the right keywords

Recruit subscribers, people interested in your topic, with whom you will be able to contact in the future

Increase the visibility of the site in social networks and other possible places

Overall, this is enough. And I think the first two points are the most important. Why? Because they practically guarantee your resource in the future stable and constant traffic from search engines, which you will receive absolutely free.

In fact, if you have money, you have a lot of opportunities for promotion: you can order traffic to the site, you can advertise it with banners, advertising lines, but all this gives temporary results, and you will always have to pay if you always want to receive visitors. Promotion in search engines gives you much more advantages: over time, you will begin to receive tens, hundreds and maybe even thousands of people on your resource absolutely free of charge simply from searching for the necessary queries.

The Importance of Technical Setup

Keep in mind that Yandex and Google do not rank in the first places in searches, so if your resource is configured incorrectly, you simply have no chance of getting really a lot of traffic from search. And technical setup is only one of the factors; if the words for promotion are chosen incorrectly, then you will also have problems.

In short, there is a lot to consider. If you are willing to invest a lot in your project, then you can delegate all the responsibilities to other people. Today there are a huge number of freelancers on the Internet who collect the semantic core (select keywords), write articles, conduct an SEO audit of your site and correct errors that can harm your promotion.

One of these errors, for example, is duplicate pages. What do you know about them, how are you going to protect yourself from them? If you don’t know anything, and don’t even want to learn how to deal with them, you’ll have to pay another person, because it’s almost impossible to move forward normally with such a problem.

I will even say this: any technical error can lead to problems: some more serious, some less. A lot depends on the CMS you use to manage your content. I recommend choosing WordPress because it is extremely easy to customize and there are many people who can help you with it.

If you are interested in independent SEO optimization of your WordPress blog, I recommend that you look at ours for this engine. I’ll be honest, it doesn’t talk about everything, but it talks about a lot – about generating the correct sitemap, setting up CNC, writing meta tags, improving site speed, etc.

Even these 4 actions seriously improve your site in the eyes of search engines, which means you need to take it now and study it before your competitors do.

How to check website promotion in search?

You are probably most interested in the result, and that is to check how much higher your project has risen in search positions. Well, there are many useful tools that help you do this.

Many bloggers and webmasters use allpositions.ru, I chose the line tool from the pr-cy.ru analyzer service. Please note that there is a fee for checking here. To check positions for free, I recommend installing some kind of website audit program. For example, Site Auditor or TopSite.

I hope you have gained a correct understanding of how websites are promoted in the right way and will be able to apply this information to your benefit. Subscribe to our blog if you want to receive project news.

Any SEO promotion specialist strongly recommends paying maximum attention to keywords or phrases. They must clearly define the topic of the site. These are not only keywords, but also synonyms and related concepts. Based on keywords, users try to find the information they need, so try to place keywords in headings, links and the text itself. Look at competitors' websites, paying attention to their structure, headings and information placed in meta tags.

Quality content

Take care of high-quality and useful content that will interest Internet users. In order for a web resource to be found in a search engine, the keywords in it must correspond to the content. The optimal number of keywords is 6-7, which should fit well into the text. If the text is oversaturated with key phrases, the search engine will exclude the resource from the search results. A site loses significance if its pages contain information that does not correspond to the title or keywords. This can also be said about links leading to other web resources. Before publishing, you must check the site content for errors. It is worth paying special attention to the links: each one must be checked.

html tags

Home page

Search robots will appreciate your site if it has a well-designed home page that contains all the information about the site and its description. Getting to know the site basically starts from the main page. It should be user-focused and easy to navigate. This will determine whether other pages on your site will be visited or abandoned.

Links

Links are important for both users and search engines. They pay attention to the anchors used in the links. Anchors must correspond to the page they link to. Avoid abstract phrases like “Find out more.” It is better to use the title of the article or page that can be accessed via a link. Their importance in the search engine results list depends on how clear and accurate the links are. If we are talking about website promotion, then the link should be to a resource on a similar topic.

title tag

Use this tag on every page of your site. It should contain the name of the site and a short description with one of the keywords. When searching, the page title appears and, based on it, the user will decide whether your resource may contain the information he needs.

Description of pictures

Add an alt tag to every significant picture, photograph or image, which will help the search engine better index the images.

Meta description tag

Description – descriptive tag. It is intended to provide a brief description of the content posted on a web resource. It is used by search engines to provide information about the link.

Site Map

A sitemap is necessary for a search engine to index a resource, focusing on xml files. For visitors, simple and convenient navigation is a must. It is worth abandoning the graphical interface in favor of a text one.

Site for people

First of all, the site should be focused on Internet users. Web resources that are easy to use are the fastest to get into the Top 10 of search results.

Of course, if possible, you should promote the site yourself. It will be significantly cheaper and will generally provide 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’s 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?

Promoting a website 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, 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 missing something that's not quite right.

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