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Website Promotion in search engines consists of several stages. Conventionally, all the SEO activities will relate to the impact either on internal or on external ranking factors. The first consists of the optimization of texts, technical parameters of the site, work on usability, which in turn affects the behavioral factors and the second are reduced, basically, to getting inbound backlinks. Yandex and Google declare their rejection of the purchase of links, however, the practice of promotion shows that such links usually work.
We interviewed SEO-optimizers and ready to give you 18 ways of working, adherence to them will definitely lead to an increase in site traffic .
1. Update semantic kernel
it is Known that the semantic core — the basis for successful promotion. It is known that beginners often miss this step. But the problems with the semantics and have experienced optimizers: most believe that the semantic kernel is compiled once for the lifetime of the site. Meanwhile, the situation in the search results changes, changing market conditions, new queries, search engines are launching new algorithms. All this leads to the need to periodically update the semantic core of the site, change the clustering. If this is not done, the site will be losing the competition to date and, as a consequence, to lose ground.
the Frequency adaptation of the semantic kernel is dictated by practice. For stores, seasonal products or the latest trend — at least twice a year for the rest of the reason for updating should be a substantial change in the trends and changing search algorithms.
in addition, it is necessary to track changes in the relevance of the queries, for example, service statistics queries Yandex " word choice ". Important for understanding trends is the tab "History". Many queries have seasonal peaks that become apparent in this service:
2. Optimize your website for mobile devices
the development of the market of electronic gadgets has led to the fact that the main search engines getting the results under desktops and for mobile devices. This means that the main traffic now comes from phones and tablets. So, of course, not everywhere: for example, Housewives still prefer a desktop computer. But the General trend is that the share of gadgets in the search is growing.
Not accidentally Google tirelessly reminds authorized webmasters that their sites are not optimized for mobile devices. To obtain high positions must be considered, than users browsing the site. Sites that do not display, will be ranked below.
Check optimized your website you can .
3. Remember about technical faults
a Common mistake — ignoring the technical condition of the site. If the site is long loaded, it not only hampers the ranking, but also creates inconvenience to the user. Not everyone will wait for the complete page loading, if it lasts longer than 5 seconds. The closure of the site a few seconds after the transition affects the bounce rate, which is important in the ranking formula. This includes execution of various scenarios — they load your computer's resources, slow down.
Other errors is available on the website of the duplicates, broken links, redirects, unconfigured, the lack of, or invalid format of the site map and files robots.txt, .htaccess, etc. Technical errors may seriously affect the ranking.
to search For technical errors, use online services, such as netpeak.ru, SeoWizard or applications like Xenu Link Sleuth.
4. Correct use of meta tags and headers
SEOs Often over-saturate the title tag with keywords that the search engine may interpret as spam. Key words in the title to insert to, but so that it remains meaningful. To determine the sufficient density will help sites from the Top of the promoted request. In any case, do not use the main keyword or its synonym more than two times.
If the tag keywords has long been useless, the description is still functional. Search engines often use it in the formation of a snippet — the description of the document in the search results. If it is appealing then the page CTR will increase. Keep in mind that the search engine limits the output this meta tag, about 150 characters for Google, 250 — for Yandex.
don't use some headers h1. User can sort out which one is more important, but the algorithms analyze the structure and two headers of the first level will interfere with the prioritization. Don't forget to use the title queries, but in moderation. Don't try to cram in H1 all requests, it will make the title unreadable. Use only the most important for a document request.
5. Study your target audience
the Conversion rate of the site depends on how it meets the needs of the audience. For example, online shopping happens to be disregard the placement of the consumer reviews. Meanwhile, before purchasing virtually all read product reviews. If on the product page there is no review, the user will go look for them on other sites and will probably make the purchase where you find. This website will get a bonus in the form of improved behavioral factors.
a form for commenting on the website with an active audience helps the user to find everything you need without resorting to third-party sites.
in addition, consumers are often looking for "product reviews". Online store without the ability to debate is deprived of the possibility to obtain transitions on such requests.
No need to be afraid of negative reviews about the store or product. Product — not your area of responsibility, and negative feedback on their work can wrap himself in favor of thoughtfully responding. Most often, performance is measured by user complaints, and reactions to them.
6. Do not be lazy to put internal links
If you analyze the results, you'll notice that the most successful sites are actively using internal linking. Search engines "love" a lot of internal links. It is not only the redistribution of weight between the pages. The main thing here is that the user can quickly find additional information. For example, on the product page, you can post links for some products in the same category with short notes about their features. Documents can contain links to pages of terms used or with extended information.
Appropriate placement of internal links to increase the activity of the audience, reduce bounce rate, increase time spent on the site. Assistance in the analysis of already existing links can bring the technical analyzer Wizard.Sape, which creates a reference map of the site taking into account the transmitted weight. For these purposes you can use the application Page Weight Desktop .
7. Attract data traffic
a Common misconception is the belief that online store should not contain information articles. Proponents of this version claim that the presence on a commercial website infostate prevents the search engine to correctly determine the direction of the site. Indicate here: analytical articles, reviews of products help the user in the choice, and therefore, serve as a marketing site. Nobody believes that the presence of the consultant at the store prevents the consumer to distinguish the store from the library. It is important that information content is not placed on products.
don't forget to provide the related links to relevant goods, and on the product pages to provide links to reviews.
8. Use a variety of content
wall of text on the page is depressing. The videos tend to look not all. Pictures are clear but comprehensive information is not given. In order to provide the user maximum information on the subject, it is good to combine different types of content. It has long been observed that search engines better rank the documents, where the text is conveniently structured, contains a table of contents, supplied media content such as photos, diagrams and videos.
the search Engines declare that the strategy of website promotion should be focused on people. The ranking algorithms analyze how the information on the page full, and the availability of diverse content will be a plus.
9. Size matters
In different periods and Yandex, and Google imposes different requirements for the amount of text content. They "loved" and succinct texts in 2000 characters and lengthy longreads more than 10 thousand. But never has there been such that even under moderate competition information pages with 500 characters ranked better than long texts. Even on very reputable in their area of the website, like Wikipedia among online encyclopedias, too short texts will be ranked highly.
But this does not mean that you need to inflate the text as idle phrases, particularly on commercial pages. The main requirement is informative. Let's see, what are the TOP 3, think about what to add. Commercial page sometimes do not require the text at all, because the information value can be achieved by other means: pictures, videos, etc. If users are interested in your page the search engines might recognize it. To cut a path to the TOP, the focus should be on the first page of the SERPs for the query.
10. Work the queries all chastnosti
high Frequency commercial queries of the road in the promotion. NCH request to move easier, and the audience, coming at it from a organic issue much, are motivated. Generally, a person seeking a specific product, intends to make a purchase. Information on the frequency of the query gives, for example, the service of Yandex " word choice ". Get started with promotion requests in the frequency lower than 100.
After reaching the TOP the majority of low-frequency queries, it will be easier to climb the related medium - and vysokochastotnom. It happens that in the presence of suitable page (e.g. category pages of online stores) it gets to the TOP without any additional effort.
Proposed a method for the pyramid — from bass to treble through the midrange will enable faster to get results without sacrificing semantics.
11. Work in social networks
Work in the direction of the SMO (Social Media Optimization) will not go unnoticed by search engines. Audience of social networks is always very active as originally set up to communicate and share experiences. The benefits to users of social networks in the fact that they will constantly share links to your promotions, reviews, news, etc. by Creating a core of interested users, you will always get the flow of customers and commentators of the social networks, and it will give bonus in the form of better ranking and steady traffic from organic SERPs.
in addition, search engines appreciate the work in social networks: impact on ranking and the presence of links in social networks, and the presence of traffic on them.
avoid spam in social networks, you only need a target audience.
12. Use tools for webmasters
Google provide excellent services for webmasters ( by Google Search Console, the panel webmaster Yandex) where you want to add the promoted website. In these services you can get information about the current state of the website: positions, number of indexed pages, the website imposed sanctions. Both services provide the ability to report an indexing bot, appearing on pages keep track of the indexing.
13. Install on website counters statistics
Yandex.Metrics and Analytics are not just hit counters, and a full analytical tools. It is believed that Google Analytics functionality, but in practice, most optimizers will not see the difference. Website promotion in Yandex is easier if you use Yandex.Metrics.
1. The Advantages Of Yandex.Metric:
• intuitive interface;
• the ability to track "goals";
• a separate record of the traffic from contextual advertising.
2. The advantages of Google Analytics:
• huge (at least 80), the number of detailed reports;
• the statistical analysis of the competitors;
• wide range of functions.
in addition to these statistical systems, there are counters from Mail.ru, Liveinternet, but information on transitions from the search engines they are provided in a much reduced form.
14. Take care of the proper indexing of website
Webmasters often neglect the tools that allow you to configure indexing of the site. Meanwhile, file robots.txt solves most of the configuration tasks of indexing: to close from indexing sections of the site, the directory server, specify primary mirror for Yandex to report the location of the site map, etc. to Check correctness of the compile file here: for Google , Yandex .
it is Equally important file sitemap.xml. This site map in XML format. Most CMS generate it automatically either built-in or via plugins. There are third-party services, creating XML maps, most of them free.
15. Work with a reference profile
External links are still a significant ranking factor in SERP. Links should be obtained in different ways and from different sources: they should be rent, eternal, purchase, natural, posted on forums, social networks, blogs, on corporate websites. The higher the trust search engines to the links from government sites (e.g. domains .edu .gov).
Almost any reference you can buy. To avoid the filters, observe moderation: buy anchor links in the ratio of not less than 1:1 with natural. Spending crowd-marketing campaigns, lead groups in social networks.
16. Go to SSL
you have an SSL certificate for 5 years leads to a better ranking in Google. The effect is negligible, but all things being equal a site that uses the HTTPS Protocol has the advantage over the others.
At the transition to HTTPS there are a few subtleties:
• Google sees sites with http:// and https:// as different. So after purchasing SSL certificate, add the site again in Google Webmaster Tools.
• Use 2048-bit encryption key — from a security point of view this length is optimal.
• Use 301 redirects. Use 302 redirect in this case is a mistake, because the traffic keeps to the current page and not redirect it.
the SSL certificate is part of white methods of promotion of the site .
17. Use semantic markup
the Council are particularly relevant to online encyclopedias and online stores. In both cases, the structure of the document can and should be standardized, which makes use of semantic markup Schema.org justified and comfortable. Search engines are constantly recommends using microdata, because it simplifies the algorithms for analyzing the content of the page. Sites offering search engine robots information in a convenient way, of course, will be ranked better.
the Snippet of the document with semantic markup also looks more attractive:
Without semantic markup
, semantic markup
18. Fill in the alt attribute of the images
alt Attribute is one of the most "despised", it is used 10% of webmasters. It does not help ranking in the search for documents, but illustrations filled with alt better ranked in the image search. Yes, users rarely follow the pictures on the website, but if the illustration contains innuendo, the motivation to visit the site increases greatly: for example, the picture elements are numbered, and the description of items is given separately on the page. Some artlessly put in the picture the call to go to the website to get more information.
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