Search engine optimization. Internal ranking factors. Keywords in SEO optimization of articles

The term “website optimization” has recently been heard by many companies providing certain services in global network. But this is not surprising, given the enormous benefits that can be gained by properly building a strategy for advertising your products or services on the Internet. Let's first define the definitions and scope of the Internet audience that will be discussed in this article. I would like to emphasize that we will talk specifically about site optimization, without touching on such areas of Internet advertising as contextual advertising, media advertising, banner networks, advertising on thematic portals, spam (and, you see, it also has its place, although it is difficult call it an honest method of advertising), creating doorways, etc.

Website optimization (or search engine optimization) involves carrying out a set of measures to increase the visibility of the website in search results search engines(simply put, raising the site’s position) by a set of key phrases in search engines.

The most visited platforms for media advertising:

Rambler – about 3 million people per week;
Yandex – about 7 million people per week;
RBC – about 1 million people per week.

Well, the last definition that is worth mentioning in this article is website promotion, or its promotion.

By promotion we mean a certain set of measures to attract targeted visitors to a website on the Internet. It can be a combination in one quantity or another contextual advertising, search engine optimization, media, banner advertising and others legal ways Internet advertising, partially including design and programming work.

Based on this definition, we would also like to emphasize the fact that this article will focus specifically on optimizing the site exclusively for Russian-language search engines. This was done for the purpose that you cannot cover everything in one article, and there are quite significant differences between world search engines and Runet search engines.

What search engines does Runet have? Let's name the most popular of them:

Yandex, Mail.ru (currently broadcasting Yandex results), Rambler, Google, Meta.ua, Bigmir.net (currently broadcasting Yandex results).

Someone might also name Webalta or Aport, but we wouldn’t talk about the first one yet, since this search engine is only at the dawn of its activity and its future is still unknown. The second one is already fading away.

Based on the amount of transmitted search traffic (in Russia only), search engines can be ranked as follows:

Yandex ~ 60%
Rambler ~ 20%
Google ~8%
Mail.ru ~ 8%
… other.

Amount of transmitted search traffic in Ukraine:

Google ~40%
Yandex ~ 30%
Rambler ~ 18%
Mail.ru ~ 6%
Meta.ua ~ 3%
… other.

From this information we can conclude that when promoting a website in search engines, the user is most often interested in the search engines Yandex, Rambler, Google, Mail.ru, and Meta.ua to attract users from Ukraine.

I would like to immediately emphasize the fact that this dependence is not an axiom, and the amount of traffic attracted very much depends on many factors. Some of them: the subject of the site, positions in the search engine results, the description of the site provided by the search engine (the so-called snippet), the level of indexing of the site by the search engine (in other words, the number of pages of the site known to the search engine).

So, the main stages of search engine optimization of a website are:

1. Initial analysis of the field of activity, website analysis, competition analysis;
2. Selection of key queries for search engine optimization (compilation of a semantic core);
3. Work with the structure and content of the project;
4. Optimization of project metadata;
5. Work on the link popularity of the project (link exchange, registration in search engines, tops, directories, etc.).

These are perhaps the main stages of website promotion in search engines. However, it is necessary to talk in detail about each of them.
1. Initial analysis of the field of activity, website analysis, competition analysis.

At the first stage, an initial analysis of the company’s scope of activity should be carried out, carefully studying the structure of the site, its textual content, assessing the level of competition and, if possible, identifying the difficulties that will have to be encountered.

Perhaps this stage should be considered along with the compilation of the semantic core of the project, but let's dwell on real example determining the competition of a site selling household appliances and several units of goods for promotion through a search engine.

Let's say there is a website www.site.ru selling household appliances with units of goods in three areas: washing machines, microwaves, juicers.

What should you pay attention to?

Website construction

A good way to build the navigation structure of the site would be to separate these products into separate headings or folders on the portal, as well as placing the so-called general key queries (household appliances, buy household appliances, household appliances store) on home page portal (provided that emphasis is placed on promoting these requests).

For example, www.site.ru – requests for household appliances without reference to models or directions;
www.site.ru/washing/ - washing machines;
www.site.ru/microwave/ - microwave ovens;
www.site.ru/juicer/ - juicers.

A further hierarchy for the promotion of the project will be quite acceptable if, within each individual product area, there is a distribution according to the characteristics of the product itself, and then according to models.

For example, for washing machines:

www.site.ru/washing/ - washing machines;
www.site.ru/washing/bosch/ - washing machines from Bosch;
www.site.ru/washing/samsung/ - Samsung washing machines;
…
www.site.ru/washing/bosch/WVF2000/ - washing machine from Bosch, model WVF2000;
www.site.ru/washing/samsung/S1005J/ - Samsung S1005J washing machine.

I would like to emphasize the fact that the construction of the site may be different, but we will consider the most acceptable, in our opinion, general case for large-scale website promotion for a large number of search queries in search engines.

You can often find sites without text content on the main page or narrow specialization of companies. The main thing from this example is to understand the basic essence of the distribution of requests, namely, placing general requests that carry the comprehensive nature of the company’s activities on the main page, as well as dividing different areas of the company or online store into pages within the site with further distribution according to functional characteristics and model names.

This project structure allows, on the one hand, to facilitate the work of optimizing the project, and on the other hand, to complicate this process and extend the period of website promotion. But if you think globally, are focused on long-lasting results, and are not afraid of the test of time and difficulties in your work, we advise you to adhere to this particular strategy. Why - we will partially explain now, partially a little later (this concerns the internal link ranking of the site).

What do we gain with this distribution and construction of the site:

* Hit target audience to the page that clearly corresponds to the specified request (by setting the request “Samsung washing machine”, the user will go to the page www.site.ru/washing/samsung/, which fully satisfies his requirements). This indicator will also play a role in assessing the effectiveness of search engine optimization of the project. It’s no wonder that when using this key query on the main page of the site, or on any other, the user simply may not find the information he needs, after which he will close the page.

* Uniform, correct distribution of requests throughout the site. There is a hypothesis and a lot of debate about how many key queries to allocate per page. You won't find a clear answer, but it doesn't exist. Requests are different, so you need to think with the thoughts of a potential user who will come upon request to the page that you have planned. Let's take our example: a site with the page www.site.ru/washing/samsung/ for queries such as “Bosch washing machine” will look a little incorrect. Agree that this is not entirely true. And if there are more than one hundred key phrases, why not distribute them on one page? A correct approach to the problem is needed, and the scheme we propose completely solves it.

* Problem with the text content of the site. Looking ahead a little, let's say that the text content of a site is an important factor in its ranking by a search engine. Finding a key phrase is an important positive aspect for good positioning of a site in search engine results. It is very difficult to describe all the products or services on one page while maintaining conciseness and clarity of the information you want to convey to a potential client.

Many may say: “Yes, we have 5-6 requests, why separate them there, because we put everything on the main page.” Yes, perhaps this is how the question of time is resolved search engine promotion project, but not a question of the convenience of the user who comes to the site. It’s good if these queries are of the same root, and if the site has pages specially designated for this, why not use them?

Unfortunately, very often we come across such an opinion. For this reason, many companies, limiting themselves to 10-20 key expressions, display the main project page for the entire set. The result is poor returns from search engine optimization and wasted money. This may also not be entirely correct because when ranking a site, the search engine takes into account the “inclusion” of key queries in the text content of the page. Agree, sometimes it is very difficult to contain 10-20 different key phrases in the text on one page.

After we have carried out a preliminary analysis of the project structure, it would not hurt to conduct a small analysis of the site itself.

What to pay attention to:

* Writing robots.txt

The robots.txt file is used to prohibit certain search robots from indexing part or the entire site. The robots.txt file is located in root directory site and allows you to select a priority site mirror for some search engines (for example, Yandex) using the Host directive.

For more information on writing a robots.txt file, see: www.citforum.ru

* Using JavaScript,Flash

Search engines cannot always process JavaScript links correctly, so it is advisable to use them as little as possible. Website elements made in Flash are not indexed by many search engines. If a project's internal links are in Flash, most search engines will not find those pages.

* Generating a list of new pages or site map

Every time the site appears new page, it becomes known to the search engine only when the search engine robot finds it. If the page is located deep in the site, this may not happen soon. Placing a site map often solves the problem of site indexing and re-indexing.

* Dynamic pages

For several reasons dynamic pages poorly indexed or not indexed at all by search engines. We advise you to avoid dynamically writing website page addresses.
Competition Analysis

It is clear that when optimizing a project, we are interested in the first 10 positions in the search engine results. Therefore, we recommend that competition analysis be carried out based on the indicators of the first ten search engine results sites. First of all, you need to decide which search engine interests you. But due to the fact that the Yandex search engine generates the largest share of Runet traffic, let’s focus on the main indicators of the first ten sites that you should pay attention to first:

Pay attention to the PR indicators of the main and internal pages of the site, the TCI of the site, and also check its availability in the authoritative directories Yaca.Yandex.ru and Dmoz.org.

More details about TIC: help.yandex.ru

* Pay attention to the link popularity of the project and the presence of links from the main pages of the site.

This can be done using the command http://www.yandex.ru/yandsearch?Link=www.site.ru&iserverurl=www.site.ru. In Google, you need to set a search query like link:www.site.ru.

The search engine will display the number of links (not all) to the site and indicate the addresses of their location. When analyzing links to a site, it is important to pay attention to such indicators as: the topic of the links (the similarity of the topic of the linking site with yours), the presence of links from the main pages of other sites (again, pay attention to the topic of the sites, site authority indicators, the number of such links) , as well as the nesting of the page on which the link is located.

As a rule, the greater the number of links, the closer they are to the topic of your site, the higher their authority indicators, the higher the competition in this field of activity. It can be assumed that to achieve the same result, while maintaining a high level of site content, its construction, layout, graphics and other indicators, you will need in total approximately the same number of links to the site.

It will also be convenient for the Yandex search engine to check the number of sites that link to those that interest us, with certain content in the text of the page. This can be done using the command:

anchor#link="www.site.ru*"[key query] – links to the entire site as a whole with the content of the “key query”.

anchor#link="www.site.ru"[key query] – links to the main page (you can set the address of any other page) with the content of the “key query”.

This way you will also have additional opportunity assess the competition for individual queries by finding out the sources of links and the authority indicators of linking sites.

Unfortunately, direct queries in the Google search engine do not allow this. Look for this opportunity on webmasters’ websites, although the picture is quite clear from the statistics of the Yandex search engine.

Monitor the performance of all 10 or at least the first 5 sites from the top 10 search engine results. Carry out a cumulative analysis of those site authority indicators that you will focus on when promoting the project. From these same indicators, taking into account your capabilities and knowledge in the field of promotion, you can draw conclusions about the approximate timing of portal promotion.

After we have decided on the analysis of the site, area of activity and competition, we move on to the next stage - selecting key phrases to promote the project.
2. Selection of key queries for search engine optimization (compilation of a semantic core).

When selecting key phrases, we recommend using two services, namely: Yandex user query statistics - http://wordstat.yandex.ru/, as well as Rambler query statistics https://ad.rambler.ru/swrds/wrds.pl. On the left you will see key phrase, and on the right is the number of impressions of the request for the previous month. On average, the click-through rate (CTR), or in other words the number of transitions to the site, is 2-3%. Thus, you can calculate the approximate traffic that you will receive for a specific request if you get to the top of the search results:

Visitors = (Number of impressions*3%)/30 days per month.

I would also like to note that the number of visitors following a request directly depends on the position of the site, the so-called snippet (see below), the issued Title tag of the site, the popularity of the site and the relevance of the results.

Snippet is a description of the site displayed by the search engine when it appears. As a rule, this is a piece of text, or the content of the Description tag, which includes the searched key phrase.

Before promoting a website, it is important to determine for yourself what goals you are pursuing in the process of promoting the project - commercial or informational. Consequently, requests must be divided into commercial and informational.

In our case, commercial general queries for the main page of the site include (we ask the query household appliances in http://wordstat.yandex.ru/):

www.site.ru – main page

hardware store
online store of household appliances
sale of household appliances
chain of household appliances stores
home appliances website
household appliances company
buy household appliances
search for household appliances

TO information requests We also include:

Appliances
built-in home appliances
household appliances market
home appliances expert
home appliances electronics
small household appliances
household appliances forum
home appliances video

www.site.ru/washing/ — washing machines (we take only commercial ones)

washing machines
choose washing machine
buy washing machine
automatic washing machine
washing machine choice
sale of washing machines
ultrasonic washing machines
washing machines shops
best washing machine
built-in washing machines

www.site.ru/washing/bosch/ - washing machines from Bosch (we take only commercial ones)

washing bosch machine
bosch washing machines
Bosch washing machines
Bosch Siemens washing machines
Bosch washing machines
Bosch vertical washing machines
bosch washing machine price
Bosch washing machines

etc. (for simplicity and transparency, we will limit ourselves to these phrases in our example) These are not all the key phrases that are worth taking into account. But in order not to confuse the example and maintain some clarity, we will limit ourselves to only these phrases that are most popular among users.

I would like to note that the statistics also include queries like “bosch max washing machine”, “bosch 2460 washing machine”, but they already refer to specific models washing machines, for which separate pages are allocated according to the structure of our website. Therefore, these keyword phrases should be taken into account when optimizing the corresponding internal pages.

This analysis should be carried out across your entire product range by asking the queries “microwave ovens” (don’t forget about “microwave ovens”), “ washing machines", "juicers", etc.

Carry out a complete analysis and compile full list key queries for project promotion. Also pay attention to the right column in the selection statistics Yandex queries. This is what people who were searching for household appliances were still looking for. As a rule, queries in the right column are a good hint when selecting key phrases, often pointing to synonymous queries, or other queries on your topic that are interesting to the user.

When selecting key phrases, pay attention to abbreviations, queries with spelling errors, and the spelling of manufacturing companies in Cyrillic and Latin letters (for example, Samsung and Samsung). Simply put, when selecting keywords, you need to look at the task through the prism of your client's thinking, analyzing all the possible options for submitting queries when searching for a particular product.

Don't forget to look at your competitors and the keywords they use to promote.

If you expect quick results from search engine optimization, do not make a big effort to promote your project using single-word queries at the initial stage. Single-word keyword queries are often common, and greater popularity does not always indicate their huge commercial component. We also recommend paying great attention to highly targeted queries. In our case, these could be the queries “buy washing machines”, “buy Samsung washing machine”.

There is no need to further prove the fact that users who come to the site with the request “buy a Samsung washing machine” will be more desirable to you than users who come with the request “washing machines” if you are selling Samsung washing machines. However, this does not mean at all that you should not take into account the request for “washing machines”. We just want to emphasize that from the point of view of commercial returns, the second request will be much more practical, although less popular.

Assess your efforts to promote a project correctly, because sometimes the energy spent on promoting one strong request of the “household appliances” class can be directed to promoting 10 simpler, narrowly targeted requests (for example, “buy a washing machine”) and get a much greater return on promotion project, while spending less time and resources. As a rule, narrowly targeted requests are also quite simple to promote, which indicates another important aspect of promotion, namely the ability to achieve a fairly quick and stable result with a good commercial component.

The only problem when promoting a project for many narrowly targeted requests is their number. Of course, it is more convenient to promote 5-10 highly targeted queries than 100-200 small key phrases. But let’s think, first of all, about what goals we are pursuing, and also about the fact that a good quality website with good targeted traffic is not a task for one or two months. It can take years to resolve.

Most users on the RuNet get to sites through the largest search engines: Yandex and Google. But although both search engines set their main goal to generate independent results, there are a number of methods that allow a site to rise to higher positions in it, called SEO, search engine optimization or. In essence, both systems are identical, but there are differences between them.

So what is the difference between website optimization for Yandex and Google search engines?

Content. Search engines, both Yandex and Google, have a negative attitude towards non-unique texts on the site. But if in Google a site can be in the index even with unique content, then Yandex is less tolerant of plagiarism. Optimization of such a site is impossible; in addition, it may fall under a search engine filter (excluding some or all pages from the search results). Therefore, before you start promoting, you need to make sure that the resource contains a certain amount of unique content.

You can write texts yourself, entrust it to your employees, ask friends, or entrust it to specialists - copywriters who will do everything at the highest level. When contacting a specialized SEO company, website optimization for search queries will also include the work of professional copywriters.

As for the volume of articles, if you analyze the search results for one of the competitive queries, you will notice that all sites in Yandex will have texts that differ slightly in volume. Therefore, if you need optimization in this system, then you should pay close attention to this indicator, study competitors and take it into account when filling the site with material.

In Google, the volume of texts on sites in the TOP 10 can vary significantly: there may be resources containing landing page only tables, pictures or just some queries, as well as sites with a large amount of text. But this does not mean that you can’t pay enough attention to content when searching.

As for keywords (queries that users enter into the search bar), it can be noted that Yandex, as a system originally created for searching in Russian, is more flexible in this regard. Google is worse He is familiar with the morphology of the Russian language, for him it is very important that queries appear in direct occurrence. Therefore, if optimizing your site for this search engine does not produce results, it may be worth adjusting the texts and headings on the site.

But for both search engines, the interests of users are most important. And a resource that contains truly useful materials that respond to user requests will be much easier to optimize and achieve the necessary results.

Also, optimizing a site for the search engines Yandex and Google differs in relation to meta tags (title, description, keywords) and tags. There are several important points to highlight here:

When optimizing a site for the Google search engine, you should pay attention to the direct inclusion of key queries in the title, especially for high-frequency and competitive words. For example, if a page is promoted for the query “metal door” and “metal doors”, then for Yandex it is enough to include one word form in the title, but in Google it may not reach the position without the direct inclusion of both word forms. Of course, this is not an axiom, but if website optimization in Google does not give the desired result, then you need to pay attention to this factor.
Google in most cases takes content from the description to form a snippet, which cannot be said about Yandex. An attractive snippet is very important - based on it, users decide to go to the site. In addition, recent trends in SEO optimization indicate that the influence of behavioral factors on search results is increasing. That is, if users from a search engine either do not go to your site at all, or leave it after a few seconds of stay, its rating decreases and this will affect its positions. Therefore, when performing competent optimization, it is necessary to take this into account.
The contents of the Alt tag are perceived differently by search engines. The American search engine takes it into account as the main text of the page, unlike the Russian one.

Optimizing a website for search engines is impossible without link mass. But search engines have different attitudes towards links. Google indexes links to the site much faster, so the effect of optimization appears faster. But this cannot be said about Yandex - the results from links can only be seen after some time, usually several months.

If an article contains several links to one url, then Google will count them as one, and Yandex will take everything into account. There are also differences regarding the location of links. It has been observed that Google often ignores links placed in the footer of a site, giving preference to links in the body text. Yandex counts everything.

As noted above, Google does not understand Russian morphology well, which is also true for link text - it is better that the bulk of the anchor list consists of direct occurrences of keywords. For Yandex, it is better to write the most natural anchor list, including various word forms. In addition, excessive occurrences of keys in a direct occurrence can cause a filter to be applied to the site (exclusion from the index).

It is worth noting that the influence of reference factors is also different. Website optimization in Google on the Russian-language Internet is still based on link mass, and with good links you can promote your website to the TOP, but for Yandex this is not so simple. With the introduction of Matrixnet, a decrease in the influence of the link factor can be observed, and this trend continues.

This means that successful website optimization for search engines must take behavioral factors into account. To do this, it is necessary to improve and develop the resource, in general, to approach this issue comprehensively.

And the last thing I would like to note about the description of the differences in optimization for both search engines is the frequency and features of updating their ranking algorithms. Google does not differ in the frequency of their changes, preferring to improve and improve the existing one. But Yandex never ceases to delight us with the release of new algorithms bearing the names of various well-known and not so famous Russian cities, the latest of which is Snezhinsk. Therefore, you must always be prepared for constant surprises on his part.

Of course, these are not all the discrepancies that exist in search engine optimization of a website under two largest systems. You can find out more in our other articles on our website. But to obtain a guarantee of high quality services and to be completely confident that your website will occupy the necessary positions in both Google and Yandex, you can only contact professionals in this field, which are the specialists of Artox Media Digital Group.

To promote your website, you first need to optimize it - make it attractive to search engines and users. If you adhere to some site optimization rules, this will help your project become popular and visited.

Determining the theme of the site

Decide right away why and for what you need a website. Choose the area in which you are most knowledgeable. There is no need to create a website with an undefined topic. Some resources contain sections dedicated to completely different topics, and this leads to a “blurring” of the overall theme of the site and a decrease in PR.

Remember: It is much easier to promote a site that talks, for example, only about website optimization, than one that talks about optimization, earnings, games, etc.

First of all, add unique content to your site (do not reprint materials from other sites). As the site develops, you will have to do this regularly. Avoiding repetition of existing materials, fill the site with truly high-quality content that is worthy of being cited by other sites. This is highly rated by search engines and users.

Website structure optimization

If you have a large website, break it up into thematic sections, sections into headings, etc. The result will be a structure in the form of a pyramid, where the main page will have more weight.

If the site is small, it is better to use a grid, where all pages are connected by links. Some people use both a grid and a pyramid.

URL optimization

It is better to create the names of pages and sections of the site using ones that are suitable for these pages in. For example, it would be more correct to name this page not "www..html", A "www..html". Search engines also take into account the presence of a query in the domain URL.

Text optimization

Place text content as high on the page as possible. Optimize your site so that the search engine that is looking for your content does not have to wade through a bunch of banners, tables, scripts, etc.

Don't put too much text or too little; search engines love medium-sized pages. Break the text into paragraphs to make it easier for visitors to read. Most users simply skim the page quickly, skimming paragraphs at a time.

Also, do not forget about keywords - they should appear at the beginning of the text (required), in the middle and at the end. Their density should be approximately 3-5%. Optimize your page for one or two words or phrases.