Types of Queries
A search term refers to a sentence, phrase, or word that is entered in the search field. As a result of entering such a request, the user receives a series of pages that most closely match the phrase. Among requests, general ones are distinguished. It can be one word. If the user enters a call tracker, then he can search for information about services or what it is.
Also, requests are divided into commercial and non-commercial. Non-profit requests include navigation, general, or multimedia. They are used by sites selling services or online stores to generate additional traffic.
Sales requests are related to sales and related resources. They are the most sought after and most competitive. Competitive words are divided by relevance into low-, medium- and highly competitive.
Users often search for specific establishments or stores in their area. Such queries are geo-dependent. Depending on the region of the user, different answers are shown to him. Geo-independent are displayed regardless of the user’s location.
You can also highlight requests by time of day, by type of service or product, by season.
Intent is the user’s need. Each request contains a primary and secondary intent. For commercial queries, Yandex always mixes in the issuance of results that meet additional needs. Intents can be divided into three categories:
- Navigational. They are used to search for a specific place or brand. Such requests are: a monument to Pushkin, the site of the Hermitage.
- Informational. In this case, the user is looking for information that will answer his question. For example: how to connect a call tracker, how to configure Yandex.Metrica.
- Transactional. In such phrases there will be a verb. For example: buy a laptop, download a movie.
A large number of requests have several intentions. For example, if you enter apple in English, the user will receive information about the fruit and about the device manufacturer. Also, a “Taxi” request can mean either finding the right service or the corresponding movie.
Stages of website promotion
Development and promotion of any resource begins with an analysis of competitors and determining the subject of the site. This stage allows you to take the best from competitors, analyze how they work, evaluate the site structure. After analyzing the niche, determining the target audience and analyzing competitors, the site structure is developed and the semantic core is selected. It is important to develop the structure at the stage of web design and programming. This helps to avoid a number of errors.
Semantics and site structure
By the structure of the site you can always see which resource. Commercial resources should contain pages with a catalog of goods, information on payment and delivery, as well as the seller’s contacts. The structure is divided into levels. At the first level is the main page, the main categories, at the second – subcategories. It is important that the structure is understandable to the user. Page nesting and navigation are important. Everything should be simple. On a good site, the user will get to any page in 3 clicks.
In addition to developing the structure, much attention should be paid to the selection of the semantic core. The wider it is, the more effective the promotion. It is important to choose the right words and group them. Despite the large number of tools, it is better to group queries manually.
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Such an audit is mandatory before the launch of the site, as well as after each major revision. Such verification includes work on:
- Verify server response.
- Diagnostics of the hosting.
- Analysis of program code for compliance with W3C standards.
- Analysis of the site structure and page loading speed.
- Verifying robots.txt file
- Check for broken links and 404 error.
- Setting up a redirect.
If at the stage of creating the site the developers did everything right, then this stage will not take much time.
A commercial audit is mandatory before site development. But when a redesign is required or the site has changed its direction, an analysis should be carried out:
- Design for compliance with a positioning strategy;
- Competitor sites in the current situation;
- Compliance with modern requirements in the field of Internet development and design;
- User behavior on the site;
- The most and least visited pages.
Also, before the promotion, it is important to clearly formulate the portrait of the target visitor and identify his needs.
Important areas of the document and its structure (title. Description, h1-h6)
H1-H6 perform an important function in the text. They not only attract the attention of readers, but also help to increase the position of the site in the search results. An incorrectly worded title increases the likelihood that the target user will not see the page. The search robot will detect it incorrectly. Tags must be in ascending order of numbers. First h1, then h2, h3.
Tags <H1> – <H6> help search engines better understand what content is presented on the site. The heading <H1> is the table of contents. It is always indicated at the beginning of the text. First of all, the search robot analyzes it. The first level heading needs to be optimized for seo requirements.
<title> is the name of the page. Usually its length is up to 70 characters. This text appears in organic results. H1 and title should be different, but the meaning of these sentences should be the same.
The trend of this and past years is content. Important articles for people who enter search queries. A large number of keywords negatively affects page promotion. In addition to the quality of the text, its uniqueness is important. The copied content is a direct path to the filter. Unique content with correctly placed keywords helps to bring the site to the TOP. To check the uniqueness of the text, there are a number of services. They are usually offered by copywriting exchanges. Among the popular services:
- Advego Plaguatus;
- Online check on text.ru;
- Content-watch service.
The article may be unique, but contain a number of factual errors or may not correspond to the subject of the request. The density of key queries affects the position of a particular page. For an informational article, the keyword density is 1.5 – 3%.
Commercial pages – 4-5%. For new topics, it is recommended to adhere to a density of 3% of the total text volume. These indicators can be checked on the same resources as uniqueness.
Internal linking is done in order to distribute the weight of key queries on the site and improve page navigation. Search engines, unlike users, do not know how pages are important.
Linking schemes and principles
The linking should be organized in such a way that the user can get to each page of the site in three clicks. Among the known schemes distinguish:
- Scheme “Star”. Time-tested method. When linking with a star, all pages will have the same weight. Suitable for small sites: business cards, portfolio.
- “Ring”. Such an old method, like the “star”. A number of pages are linked sequentially in a closed loop, and then all pages are linked to priority. This is usually the main page. This scheme can be improved by additional linking inside the circle.
- Hierarchical linking. A proven scheme where multiple pages link to priority. The priority page refers to the additional page, and with the additional weight it is redistributed to those first pages that are linked with the priority page.
If the site has up to 500 pages, then you can perform the procedure manually. For multi-page sites, directories, portals, online stores, it is better to use automatic services.
External reference weight
The recommendations of Google and Yandex are transparent and inform that you need to advance through useful and unique content. If links are used to promote the site, then they must be of high quality. Such links should not contain transactional words. These are the words “buy”, “order”. Look organically in the text. The text should be appropriate in meaning and useful to the user. You can check external links using services from Yandex and Google, as well as third-party services such as Serpstat.
When choosing sites for promotion links, donor sites must meet the following requirements:
- Have similar topics promoted by the site;
- Belong to the same region as the untwisted resource;
- Attendance should be good;
- Advertising and banners in large quantities should be absent.
Donor site is over a year old. Promotion of a new site is best done with the help of anchorless links. Such links represent one word or several. When clicked on, a visitor will be taken to a promoted site.
You can get links to the site using publications on thematic resources, forums and blogs. Promotion improves with the help of press releases, contests and useful content.
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