SEO factors. Links to social networks
There are a great many factors influencing SEO, but there are factors that can be called key. If you first make every effort to influence them, you are guaranteed to get a very good result.
We have compiled the TOP 10 factors influencing SEO, for the implementation of which you do not need to be a programmer or a guru, just read this article and act. Let's go!
Factors influencing SEO
1. The inclusion of a keyword in the domain name or page address.
For example, if you are promoting by the query “internet marketing,” then the ideal domain for you would be “website.”
But most sites, especially online stores, are promoted by more than several thousand requests. What to do in this case? In this case, the request must be included in the page address.
All pages of the site must be written in this way. And if you are just planning to create a website, then select a domain name for the request that has the highest frequency.
2. CNC (human-readable URLs).
This is a reference to the previous point. The page address should not use .html or .php at the end of the page addresses that you are promoting, and the page title should be written verbatim in Latin.
If you use a Russian-language domain (although this is not recommended for SEO), it is still better to write page addresses in Latin.
3. TITLE.
The first thing a search engine pays attention to. Therefore, the key word is
the one you are promoting should come first. For example, if you
If you search for “How to properly configure Yandex Direct”, then the TITLE should sound similar.
Another requirement for this point is uniqueness. Those. all other things being equal, for the same request, the search engine will show higher the site that has a unique TITLE. To make it even clearer, an example:
“Two sites are promoted using the same request “How to properly configure Yandex Direct”, respectively, in order to show higher, they write this keyword in the TITLE. As a result, two sites with same TITLE. The solution is quite simple, write the name of your company at the end and this way you will achieve a unique title (at the end of the TIITLE of each page we add a straight line and write IM).
4. H1, H2.
After the search engine saw the TITLE and found a match in it
user request, she goes to the site page and, before turning to the text, looks for the H1 tag; if it is not on the page, then this is a significant minus. This tag should also contain the keyword by which the page is promoted. Most often this is the title of the article or the title of the page.
If the text is more than 500 characters, for the reader’s convenience it is better to divide it into several semantic blocks using subheadings. We enclose these subheadings in H2 tags. In one of these subheadings, we also use promoted queries.
5. Adaptation for mobile devices.
Every year, traffic from mobile devices is growing, so one of Google’s innovations in 2017 will be a focus primarily on mobile search results (first mobile) and, if now, sites adapted for mobile devices are shown higher only when searching from smartphones and tablets, then in the near future this will also affect global search results.
6. Uniqueness of the text.
What should be the uniqueness of the text? 100% and no less.
And not only in relation to other resources, but also in relation to other pages of your site. Therefore, there is no need to try to promote several pages of the site for the same requests and insert the same text.
7. Presence of keywords in the text.
The text should not be written for search engines, but for people, but at the same time it is written so that the keywords in this text are placed correctly and exactly in the quantity in which it is necessary. No foot wraps from the list of keywords!
And here are the main recommendations. We have already said that keywords should be in the page address, TITLE, H1 and H2. The keyword should be located as close to the top of the page as possible, and both the exact word form and the modified one should be used.
8. Image or video on the page.
To achieve high results, it is better to use ones that you created yourself and under which there is a link to the page being promoted, and the keyword is also used in the title.
If there is no video, you can use pictures. For the image you will need to set the title, description and ALT using keyword, along which the page moves.
9. Behavioral factor.
This includes click-through rate (CTR) from search results, the number of failures, and time spent on the site. Accurate indicators for these points can be found in the analytics systems installed on the site.
Also, one of the ways to improve the behavioral factor is to post a video on the page. Users will click play and watch the video, which translates into site interaction and page view time.
10. Links to social networks.
You need to create groups and accounts for your company on social networks. In the group profile, indicate a link to the site, and on the site, using the appropriate icons, place links to these groups. To speed up the indexing of new site pages, share links to them in your groups.
One more important factor, is how often users share links to your articles on social networks.
Conclusion: So, we have looked at the main factors influencing SEO, including this analysis We have tried to provide not only an overview of these factors, but also recommendations for implementation so that you can improve your site's ranking on your own.
This short article was written specifically for those novice Webmasters who, having set out to promote their site in search engines and not getting the desired effect from their actions, in desperation type (in the same search engines) queries like the following - " how to properly optimize a website", "website success factors" or " with website optimization tips". It seems that an experienced Webmaster is unlikely to be able to find something new here, but for beginners, the information will be very useful. For convenience, we will divide the content into six main tips - and it will be easier to understand and the figure will be good :-)
The first thing that can cause a negative attitude of a search engine (any search engine) towards your site is the hosting provider on whose server the site is located. Strange as it may seem, but exactly host inhibition, as well as its overload, very often affect the regularity of the search bot appearing on it, which indexes your pages.
In order to avoid hemorrhoids with the host and achieve regular indexing of your pages, you must initially scan the ground for relatively reliable companies that provide space for sites - scour the Internet, ask friends or on forums.
Also on website, there are quite a lot extensive link database, each of which will take you to the registration page of a specific provider, which in our opinion is reliable. We will not recommend anyone in particular - the choice is entirely yours.
After you have decided on a provider and started working with it, it may happen that the server suddenly becomes unavailable for some time - this sometimes happens. Usually, providers notify about problems, etc. incidents and apologize for the inconvenience caused. In addition, you always have a support service at your fingertips, which, in principle, should regularly answer your questions regarding all kinds of server failures, etc. problems.
If all of the above is poorly organized, then change the host - constant preventive maintenance and silence from the support service have not led to anything good.
Factor the right choice hosting provider is one of the stages that you need to go through only once and, most importantly, you need to go through it successfully.
The correctness of the HTML code of your pages is the second most important factor that cannot be underestimated. How easily your code will be read by a search bot directly depends on how few divergences there are from basic standards. HTML language. Always check your pages for validity !
At the same time, remember that overloading the site with all kinds of DHTML, as well as Java Script And Flash leads to the fact that most bots turn around and leave - they do not understand these bells and whistles. If you want the site to have similar navigation, then don’t be lazy to make a site map, as well as alternative internal links.
To the above, we add that if the site is made on the basis of frames, then this is a bad choice - spiders will not be able to get beyond what is contained in the tags frameset. Frame design - bad decision and it will negatively affect indexing.
Strive to ensure that your site has a good structure.
The structure of a site most often means that how convenient it is for the user to navigate the site - this equally applies to search bots.
A website with a structure that is tailored to human needs ( usability), is equally perceived by the bot - do not forget that search algorithms When indexing pages, they use semantic analysis, which directly affects their ranking.
Well, systems like Yahoo! And MSN They are not lagging behind - they also have their own gadgets aimed at combating resources that steal content. Therefore, make your content unique and feel free to post it for indexing by bots - both they and the people who will eventually visit your site will like it!
Hosting, competent HTML code, site structure, good keywords and unique content- all this is very good, but that’s not all.
Using the five promotion factors mentioned above, you are unlikely to achieve good results in search engines oh, and all because the absence external links the site is precisely the cornerstone on which all search engine optimization now rests. A website without external links is like a Cossack without a horse.
Which basic knowledge You need to get started link building ?
First, you will need to learn to distinguish the wheat from the chaff - incoming links to your site can be different (useful and useless). It all depends, for example, on Page Rank those pages that link to you (this is if we are talking about optimization for Google).
Secondly, as a rule, in order to get more or less good link(incoming link), you will have to put a response ( outgoing) - look for partners and get in more contact with sites that are thematically close to your resource.
The fact is that not every link has weight for a search engine - their algorithm is designed in such a way (and today for all search engines) that even one thematic link from a site that has already acquired weight in the eyes of the search engine will bring your resource much more more dividends than a hundred links from all kinds of leftist guest sites, forums or message boards.
Therefore, look for thematic sites and make friends with them!
And finally, thirdly. It is necessary to say something about outgoing links that lead from your site.
We answer - if the site to which the link leads is in a state of confrontation with search engines (for example, it spammed and was banned), then you will put yourself at risk and the ranking of your site in the sickle may be pessimized, and this is not good.
So, as you can see, things are not entirely simple. To promote his website, a webmaster has to use several techniques simultaneously and act exclusively using complex methods. It is an integrated approach to website optimization that gives the greatest effect. We hope that this article helped you understand the little that you need to know for further study of SEO technologies, which, by the way, are incredibly numerous. The section for articles for beginners is not closed - stay tuned!
principles of proper website construction- how to properly organize a website before you start promoting it
- Text content ranking and behavioral factor
Andrey Baturin
In the article we list the key aspects that Yandex focuses on today.
Usability
- An intuitive menu or catalog structure makes it easy to navigate the site. Users are irritated by searching for information on a website they do not understand. It’s easier for them to close it and move on to the next one. Such an action is regarded by search engines as a refusal and leads to a lower position of the site in the search results.
- Loading speed of the entire site.
Loading speed of individual pages. If the site takes a long time to load, then some users will leave it without waiting for it to load. This action is considered a refusal and will lead to a lower ranking of the site.
Mobile-friendly - ease of use of the site on mobile devices. Search engines have an ideology: the site is made for people, which means it should be convenient, no matter what devices they view it on. If the site owner has not taken care of adaptability, then the site is not user-friendly and is not so important for showing it in search results.
Modern design that meets the needs of the target audience.
Content quality
Texts for people, not robots, that reveal the essence of a service or product.
User-friendly format for providing information. Not a long, uniform piece of text, but a well-formatted article with pictures, headings, bulleted lists, key points that are visually different from the rest of the text. The text should be easy to read, perceive and navigate.
Uniqueness of the text. You cannot take texts from other sites.
User satisfaction. Content should best meet the user's needs. As broad as the request is, the answer should be as broad as possible.
Availability of USP. The user must want to take the target action, and you must help him with this.
The value in the document for the user. For example, if a user is looking for a conversion calculator for a website, then he should not be shown an article about how to calculate conversion on a website, but the functionality of the calculator, where he can enter data and get the finished result.
Commercial factors
Offered product range. If this is an online store and there is 1 product in the category, and in the first positions of the search results are sites with an assortment of 300-500 items, then you can forget about the TOP. The wider the request, the wider the range should be.
Availability of delivery and online payment. These points indicate the convenience of the resource.
The presence of prices for a service or product, price lists, indicates the transparency of the offer.
The presence of a real-existent legal entity and office - this means that the company really exists and can be held responsible for its service or product. Consequently, there is more trust in her.
Regionality of the site. Each site is assigned a specific region, within which this site will have priority in the search results.
Technical factors
- duplicate pages,
- customized pagination,
- availability proper SEO document layout.
Code cleanliness.
Correspondence technical requirements search engines. These requirements are present in the Yandex.Webmaster panel and Google Search Console.
Technical requirements that are generally accepted in the SEO field are missing:
Behavioral factors
- View depth.
- Average time on site.
- Conversion on the website through call-to-action.
- Site-wide bounce rate.
- Bounce rate for individual pages.
- Behavioral patterns, moving the mouse over a document.
Reference factors
- The quality of donor sites linking to the promoted site.
- Volume of reference mass.
- Naturalness of links, purchased, rented, etc.
Assessor's assessment
- Trust in the site (reviews in the Yandex directory, reviews in Google business).
- Viruses, advertising on the site.
- Relevance of the issued document to the request.
- Product range.
- Usability.
Assessor
is an expert who evaluates the relevance of documents in search results.A number of factors are interrelated. So bad technical work site, low-quality content and its inconvenient presentation on the site will lead to deterioration behavioral factors due to an increase in the number of failures.
Today achieve success in SEO promotion is possible only with an integrated approach, high-quality and systematic study of each of the above factors. This is not realistic for one person to do. Therefore, a whole team is involved in the work: the manager, SEO specialist, marketer, planner, designer, programmer.
When writing an article, the first thing everyone looks at is the number of keywords and key groups, but don’t forget another very important, albeit slightly unclear, parameter for ranking your article in search engines. It's about about indicators of behavioral factors that affect the site’s position in search results.
Also, after this article, pay attention to the article “4 types key phrases and requests":
Of course, not a single search engine will directly say what fundamentally influences a site’s ranking in the TOP and what algorithms they use for this. But at conferences they constantly say that they look at how people react to a particular site, how much time they spend there, and what they click on in the search results.
1. Click through rate (CTR)
Search engines carefully monitor this behavioral factor and look at how many times a particular site was shown in the search results, as well as how many times it was clicked on during this time. And this indicator can be improved, because it is completely under your control.
This is clear from various patents, which are published, for example, by Google.
First, you need to understand that there are also results in the search results on other pages (TOP-20, TOP-30...), except for the first one (TOP-10). Naturally, the behavioral factor of the click-through rate will vary depending on what page it is on. After all, from the first page (getting into the TOP 10) you can get significantly more clicks.
What Google itself says about this:
The meaning of this phrase is as follows: "If an article has a high click-through rate on search results, then this indicator should not be considered absolutely accurate; if the article has a lower CTR, then this indicator should be considered more significant".
How to improve your behavioral click-through rate:
- Use the service Google WebMaster to find out the pages with the highest click-through rate, as well as those pages that have a low CTR. The latter will need to be worked out;
- Make sure the title and meta description meet technical requirements. Remove duplicates in title and description, and optimize them for keywords;
- Use a call to action in the meta description.
2. Time spent on the site
This is a parameter according to which it is calculated how much time has passed from the moment a person clicked on one of the results on the search results until he returned back to the search page.
Obviously, the longer this time, the better.
Here's a confirmation from official Google patent :
How to improve this behavioral factor:
- Improve the quality of your content. Make sure that each page is completely unique and matches the information you wrote about in the description;
- Create a series of lessons where you gradually solve a complex problem, so that visitors need to watch all the parts before they get the solution to the problem;
- Create a “Related News” block so that people click on similar news and stay on the site longer.
3. “Horses” based on search results
This parameter indicates the quality of the page that the visitor went to from the search results. That is, the person clicked on the first article that interested him in the search results and went to the site. And then quickly returned back to search results results. Thus, the search engine decides that the page the user went to is very low quality, since he did not find the necessary information there.
How to reduce your bounce rate:
- Optimize page loading speed: and ;
- Remove repulsive advertising from the site that scares away visitors;
- Do convenient search on the site. If you integrate site search from Google, then using Google service Analytics will be able to look at statistics about what people are interested in on your site and what they want to find. This way, you will also have topics for new articles, because you will know the needs of your target audience.
It's no secret that SEO is changing rapidly. So fast, in fact, that many small business owners have trouble keeping track of what's important in the world of SEO and what's not.
Everything was simpler before. TITLE tag, keywords and backlinks - this was all SEO. Today, a successful SEO campaign must take branding into account, user experience, semantic search, and a lot more.
Not to mention, Google continues to change the rules of the game every day. In fact, Google has confirmed that it makes an average of two algorithm changes every day.
Luckily, a group of SEO professionals led by Brian Dean have come together to shed some light on what's important in the world of SEO in 2016. They recently analyzed 1 million results Google search, in order to determine which ranking factors correlate with Google's first page rankings.
Here are six of the most important research findings.
- Content is king in SEO
Research has shown that content with two key characteristics significantly outperformed content without those characteristics.
These two characteristics are content length and topic authority.
Researchers have found that long-form content is significantly more likely to rank at the top of Google's first page than short-form content:
Interestingly, they found that, on average, the content material on the first Google page contained 1,890 words, a number that defies the practice of many content marketers writing short blog posts. Yet these results are consistent with other industry studies that have found a correlation between content length, shares, and Google rankings.
The report also found that highly valuable, comprehensive content tended to rank above content that only scratched the surface of the topic. Using software tool called MarketMuse, they analyzed the articles in their sample and rated them for comprehensiveness.
As Google begins to better understand the topic behind the content (through semantic search), it can gain insight into the content's ability to cover the topic in detail.
Key insight: Writing long-form content that covers a single topic in depth can be important for Google rankings in 2016.
- Backlinks are important
So over the past few years there has been a lot of talk about Google moving away from backlinks.
However, according to research, backlinks remain an integral part of how Google evaluates the authority of a page. Of all the factors the study authors looked at, the number of different links pointing to your page from unique domains was found to be the most important.
Does this mean you should go to Fiverr and order 5,000 backlinks from article directories? Of course not. However, this does mean that abandoning link building entirely may be a mistake. Google employees even issued a report to say that there is nothing fundamentally wrong with link building - as long as the links were created using legal means.
Key insight: Getting legitimate backlinks from various sites can have a significant impact on your Google rankings.
- Don't believe in the power of the Scheme
When Google joined forces with Yahoo and Bing to create standardized structured data code - resulting in Schema.org - many data scientists digital marketing thought this would be the start of a new era of search engine optimization. Unlike the old days when you told Google about your page by stuffing keywords into your content, now you could use Schema instead. And, in fact, Google has suggested that Schema could become a ranking factor in the near future.
While Schema can be useful in certain circumstances, it doesn't seem to have an impact on SEO. The report states that “despite the hype surrounding Schema, our data shows that use of Schema markups does not correlate with higher rankings.”
One important clarification is that data structuring is not always done correctly. As one of the authors noted in a blog comment, “Another consideration we had is that so many sites (for example) are using the schema incorrectly that they might even cause themselves some damage. The layout also depends heavily on the type of content on your site. For example, B2B sites have no way to use it intelligently at all.”
The study did not differentiate between correct and incorrect data structuring. So it may be that Scheme, when used correctly, helps in ranking.
Key insight: Simply adding Schema.org markup to your pages is unlikely to have a significant impact on your search engine rankings.
- No more need to stuff your tags with keywordsTITLE
As noted, semantic search allows Google to actually understand the topic of your page (no keyword pumping required). Interestingly, the study found that including your target keyword in the TITLE tag does help rankings, but the correlation was significantly lower than the experts who conducted the study expected.
For those of you who prefer to “write for people, not search engines,” this discovery may bring a sigh of relief. While keyword optimization is still important, this data suggests that Google may not need your exact keyword in your title to rank for that keyword.
For example, if you search Google for “best whey protein powder,” only one of the top four results contains the words “best whey protein powder.”
Key insight: don't worry about including your target keyword in your TITLE tag. Instead, write a headline that encapsulates your page's content and attracts clicks.
- Don't neglect site speed
When Google first announced that it was going to use page speed as a ranking factor, the entire SEO world rejoiced.
It's not often that Google says outright, "Do this and expect higher rankings." And when is “it” something as simple to implement as site speed? There is nothing to think about here.
According to these new studies, site speed should not be something that remains on the sidelines in your company. Faster sites tend to rank above slower sites:
Despite the proven importance of site loading speed, we still encounter sites that load slower than a snail covered in superglue. And the crazy thing is that (in the case of WordPress sites) increasing your site speed is just a walk in the park.
Even if your site isn't WordPress, there are still a few simple steps, which you can do to make your site (literally) speedy. Here are some of the most effective steps which you can do:
- If your site is indeed running on WordPress, install and activate the WP Smush and WP Rocket plugins. These two plugins alone can cut your loading time in half.
- Install and use a CDN such as MaxCDN. This can be difficult if you don't know what to do, so ask a professional to help you.
- When it comes to specialists, it makes sense to hire someone who specializes in website speed. You'll be surprised what a skilled coder can do in two hours of speed optimization. Ask around for references, or use a site like Upwork to find an experienced professional.
Key insight: Site speed is important. Test your site's speed using Google's PageSpeed Insights, and then follow the steps outlined here to measure their impact.
- Reduce your failure rate
Many of the factors that were mentioned earlier (such as backlinks and optimization TITLE tag) are the basics of old school SEO. However, there are a ton of new ranking factors that Google can use today.
One set of these new ranking factors is known as “behavioral factors,” which include things like bounce rate, time on site, and click-to-impression ratio.
Research has shown that one of these behavioral factors, bounce rate, correlates with Google rankings:
It has been definitively established that sites with lower bounce rates tend to rank above sites with higher high levels refusal.
While this is an interesting finding, it is not clear whether bounce rate has a fundamentally direct impact on rankings. Dean quickly noted that this discovery may be a classic case of correlation not causation because "more low level“Bounce rates are a byproduct of high-quality content, which is what Google measures.”
In other words, sites with superior content may have lower bounce rates simply because people enjoy reading those articles.
The SEO landscape is constantly changing, but using these six ranking factor tips can ensure you're on the right SEO strategy in 2016.