SEO : WEBSITE OPTIMIZATION. OVERVIEW OF METHODS AND TECHNIQUES


Internal website optimization

Page optimization. Start search engine optimization of the site by checking pages: meta tags, headers, spelling url, content, images and buttons of social networks. Give each page a human-readable url (CNC), a unique title and a title that does not match the title h1. Add the master key in url, title and h1. See the description. Rate how much he makes you want to go to the site.

Image optimization. Often it is the pictures that weigh the most and slow down the speed of work, so scale the picture to the right size, use only the appropriate format, work with vector pictures wherever possible. In addition, limit the color palette and use delta coding, this will reduce the weight of images by half. Images have their own alt and title meta tags. Fill in tags to help crawlers index. 

Internal linking. This affixing links within the site from one material to another. It is usually carried out for the convenience of visitors to the site and improve usability. When a visitor reads an article, he sees links to related materials and can immediately go to them. He does not need to search for additional information through a search. Or on the website of the online store in the product overview indicate direct links to the product. For SEO purposes, linking is necessary when distributing weight between pages or promoting low-frequency queries. How to perform the linking correctly, see the material “ Internal site linking: instructions for old projects ”.

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

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

Behavioral ranking factors show how visitors behave on the site, how satisfied they are with the search result. To assess PF, use site statistics: failures, time on the site, viewing depth, engagement, clickability of the snippet. SEO site promotion is highly dependent on PF, although they are more related to Internet marketing, because they affect user behavior. They talked about PF in the material ” How to improve the behavioral factors of the site .”

Eliminate duplication of information. Use Screaming Frog to find duplicate meta tags for title, description and h1. Make them unique without loss of meaning.

External website optimization

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

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

Donors Carefully choose sites to place links. If the share of low-quality seo donors is high in the total reference mass, then there is a big risk of falling under the sanctions of the Minusinsk filter. Google rates donor sites for spam, regionality, and thematic. He has his own filter for “bad” links – Penguin.

Crowd marketing is a method of posting information about a site in the form of UGC (User-generated Content). Users share their impressions and leave links to promoted sites. Links can be direct, open or closed from indexing, inactive, redirects or absent, when instead of the link is just a mention of the brand. This is the main advantage of crowd marketing: search engines consider this variety natural.
We recommend using forums, blogs, question-answer sites, otzovik sites, comments on blogs and portals, social networks, especially thematic and regional ones, to place links.