SEO (search engine optimization) is search engine optimization, which allows a website to reach the
top of search results. In essence, SEO is not an advertising channel in the usual sense, but a channel
for organic traffic, which will bring you new visitors for a long time. SEO consists of external and
internal optimization, which we will talk about in this article.
Benefits of SEO
Relatively free traffic. Of course, you will have to invest some money in SEO. However, once invested,
you get a "delayed" effect: visitors will come to your site more and more, which, in a sense, offset
It has a cumulative effect. With the right approach, the amount of traffic to your site will only
SEO is a promotion channel that was, is and will be. Despite the fact that he has several years trying
to conventionally "bury", it still shows its effectiveness. This means that SEO – always a working tool
for the promotion of the site.
Disadvantages of SEO
Special knowledge. You either need to have a good understanding of SEO, or hire a specialist to
SEO takes a long time to "ramp up". First results will appear only after 3-6 months of work.
Regular work. It's not enough to get your site to the top once, you also need to keep your success. To
do so, it is important to regularly monitor the state of the site, new search engine requirements,
correct mistakes and work on improving the resource.
Myths about SEO
SEO is a fairly old method of promotion, which appeared almost along with the Internet. Over the
years, algorithms, search engine requirements, promotion methods and tools have changed. Many
things that were popular among SEO a few years ago, today they are absolutely irrelevant and do not
work. Among the outdated methods include:
The purchase of links on stock exchanges. One of the promotion tools is building link mass to the site
on third-party resources. Previously, seoshnikov easy to buy space for links to special exchanges and
received a good result, but today search engine algorithms prohibit this method of promotion. It is
better to refuse to massive purchases of links on stock exchanges to avoid the ban from search
networks or relegation in SERP.
Placing in directories. The situation with directories is identical to the purchase of links on exchanges.
Previously, it was an effective method to promote the site, today it is more likely to do harm than
Text over-optimization, that is, the addition of an increased number of keywords in the texts on the
pages of the site. Search engines are struggling with this approach to promotion and reduce the
position of the site in search results.
Ranking factors of the site
Ranking factors – this is what affects the position of a site in search results. Let's take a closer look at
the basic (not all – there are many) ranking factors by group.
Domain factors are directly related to the right choice of domain name. Before you buy one, pay
attention to the following:
Domain name: The closer the match is to a keyword related to the project – the better.
The domain zone affects the rating of the site within the country in which it is being promoted. For
Russia, the best choice is .ru, for Ukraine – .ua, for Belarus – .by, for international projects work better
domains with the zone .com, .net.
The age of the domain is also important. The older it is, the better for the ranking of the site.
This category of factors refers to the technical side of the site. Here you can not do without a basic
knowledge of the code.
Setting up redirects – that is, redirects to another page or another resource. This is useful if you want
to hide identical pages or sections from your site, as well as if you want to "glue" domains together.
Setting up robots.txt and sitemap.xml. Robots.txt is a UTF-8 encoded file with rules for search engine
crawlers to crawl what pages of the site and what not. The file is located in the root directory of the
site. Sitemap is a separate page or a file in xml format, which contains links to all the most important
pages of the site. Availability of sitemap speeds up indexation in 3 times.
Site load speed. If it takes 5 seconds or more for your site to load, you are losing visitors. Users do
not like to wait, it is easier for them to close that site, which is not loaded for a long time, and go to
the competitors. Special services like Google Page Speed Insights, GTmetrix, PR-CY and many others
can help you track your website's load speed.
Now let's move on to optimizing the content on the pages. In order for content to work to the
benefit of SEO promotion, you need to:
The presence of key phrases in the text, headings and subheadings. But it's important not to overdo
it here. Remember that search engine crawlers see over-optimised text and do not push it to the top
of search results. Keywords are important, but it's important to use them in moderation.
Content uniqueness. An old-fashioned factor that will always be relevant. Strive to ensure that the
uniqueness of the texts and articles on your site is not below 90%. To check the uniqueness use anti-
plagiarism services: Advego, Contentwatch, Text.ru and others.
Meta-tags. This is such small blocks of text, which are necessary for search engine crawlers. They
include META Title, META Keywords, META Description. In them, as a rule, are added keywords and
describe the benefits of the project for the target audience.
One important point in working with SEO promotion is working with links. As we have said,
thoughtlessly buying links in link exchanges is a dangerous strategy that can lead to bans or reduction
in search ranking. Therefore, pay attention to the quality of links, that is, the quality and
trustworthiness of donor sites in which you place links to your site. The citability of a site is also an
important ranking factor, but it is better to have fewer links, but they are placed on proven sites that
are trusted by search engine crawlers. This may be social networking sites or popular forums, for
In addition to placing links on external resources, internal relinking is important. Place links on your
website to other pages of your resource – it is beneficial for SEO-promotion. For example, in a blog
post, place a link to another article close to the topic, or to a product or service description page.
Also, internal linking is good for behavioural factors.
Behavioural factors are how users behave on your site. There are behavioural patterns that indicate
that users like your resource and vice versa. Search engine robots take into account user behaviour
on the site and promote in search results those on which users are pleasant and interesting to be on.
Time spent on the page. The longer the user reads the page, the better – it means he is interested in
the information that he receives from you. According to the logic robots, if your page has valuable
content, it should be offered to users in searches more often, which means that your site will have a
higher position in search results.
Bounce rate. Bounce rates are situations when visitors leave your site after less than 15-20 seconds
on the page. A high bounce rate means that there are problems with the content or usability of the
page. The page is not responding to user demand, and this needs to be worked on.
Depth of view is how many pages a visitor views in a single session. The more pages, the more
interesting your resource as a whole, which means robots have every reason to promote such a
valuable site in search. Hint: Internal linking, which we mentioned above, helps increase the depth of
Bookmarks. The more often a site's pages are added to bookmarks, the better. This means you're
offering users valuable content they want to come back to.
This type of factor increases brand credibility. They include brand mentions on maps, a company's
presence in Yandex and Google directories, and reviews on third-party resources like review sites.
Social factors include the number of times a website's pages are cited in social media. The more
users share links to your articles and other pages on their social networks, the better. In addition, it is
recommended that you actively manage your brand groups in social media – this too affects the
search engine promotion of the site.
There are a number of sanctions that search engine crawlers can impose on your site. The reasons
are simple: you publish unauthorized content, you add too many keywords in one text, you buy links
from suspicious resources in large quantities.
So, what sanctions may be:
Over-spam, over-optimization, Baden-Baden – for abusing keywords in the text.
Minusinsk, Link Blast, Nepot – for mass link buying on exchanges.
Sanctions for imitating user actions and clickjacking.
Sanctions for intrusive, shocking or misleading advertising, sanctions for intrusive subscription to
AGS filter and other sanctions.
Sanctions are aimed at lowering a website's position in search engines. But in addition to sanctions, it
is also possible to get banned. In the case of a ban, the site's pages drop out of indexation, and bots
don't count new pages and documents for the resource. Ban can be obtained for the following
Placing a list of keywords on the page.
Placing hidden text (such as white text on a white background).
Using resources that redirect visitors to other sites.
Using clone sites to get additional traffic.
In general, search engine sanctions aim to ensure that brands build websites for the benefit of users,
make them user-friendly, fill them with useful information and comply with healthy competition.
The tools of the SEO
Here are the main services and programs that SEOs work with:
Wordstat from Yandex and Key Collector – programmes for working with keywords and collecting the
Yandex.Webmaster – a tool that helps to identify problems with the site, broken links, tracks the ICS,
site quality marks, etc.
Google Search Console helps to identify errors on website pages.
Glavred and Turgenev – services that evaluate the stylistics and "wateriness" of text; service Turgenev
also allows you to determine the risk of a site under the Baden-Baden filter.
Keys.so – analyzes queries competitors.
Google Page Speed Insights – a service that estimates the site's load speed.
Mobile-Friendly Test – service that determines the adaptability of your site to different devices.
Screaming Frog is a website audit tool that assists in detecting errors, duplicates, meta-tagging issues
and other issues.
FastTrast – helps you determine the trustworthiness of your website.
Google Analytics, Yandex.Metrika are web analytics services which help to analyze website traffic,
viewing depth, user behaviour and other useful indicators.
How to analyze
Aside from specific SEO tools, it is important to track how your SEO efforts are impacting your sales.
How many leads are you getting? How many of them were actual transactions? What kind of profit
did you get? Has the investment in search engine optimisation been "recouped" or not yet?
SEO can hardly be called inefficient. In the right hands, it shows excellent results. But, as you have
already understood, it is quite a complex tool for promotion. It is important that it was engaged in a
competent person who constantly analyzes and monitors the results of its activities. You can track
how SEO affects sales by using an end-to-end analytics service.
Newton helps you see analytics on conversions, leads, sales and ROI from search engine promotion.
You can get acquainted with the service and evaluate the features during a free trial period.