In the context of the three areas of SEO optimization: content, the technical part, and links, we will talk about promotion in the Google PS, as well as hypotheses, conclusions, and cases.
 |
| How to get promoted on Google: content, technical optimization, links |
Content: how to write the text that will bring traffic to Google
A large amount of text
Google loves useful and detailed answers to requests and questions. Accordingly, the larger the text, the better it ranks in the search engine. For an article and a service page, the volume should be at least 1000 words; for online stores, 300 words per landing page are enough.
Utility
The useful text should contain the following information: cost, benefits of the product/service, conditions for the provision of the service/delivery of the returned product, its features, composition, expiration dates, instructions, warranty, and volume. The more complete the answer, the higher Google ranks it.
To create the most useful content, you can use Yandex. Words that service put yourself in the place of the user and think about what questions a client may have when he gets acquainted with your product or service.
Direct Query Entry
The presence of direct occurrences is important in the headings H1-H2 and the use of lemmas in the text. Google ranks exact matches better than morphologically modified and diluted ones.
For example, an informational site contains articles that describe how to solve a problem with the help of a product. However, this was not enough. We have added headings of head-to-head occurrences in H2, one occurrence of the necessary phrases in the text, H3 headings, query occurrences, and individual words from them. With such a simple refinement, we managed to bring 66 requests to the TOP, there were about 5–6 pages. Conclusion - occurrences work in Google, they can reach queries that are not included in the TOP.
Text formatting
Lists, images, tables, and Q&A blocks make the text more readable. The main task of formatting is to bring the site to the quick response block in terms of information requests. This contributes to multiple increases in traffic.
Example: plain text, where the heading contains a question that users often ask, followed by the answer to it. In this format, the page gets into a quick response and it is possible to get a transition to the site. Conclusion - if the text has a heading like “What is ....?”, immediately give an answer to get into the Google quick answer.
The presence of EAT factors in the text
For Google, this is one of the most significant indicators. Such factors show credibility and trust. In the text, EAT-factors can be represented by text blocks-facts (scientifically proven information that has a link to the source), abbreviations, quotes and references to research, information about the company: awards, vacancies, history, about the product: price, terms, delivery, and payment, return.
For exa, simple we optimized the texts for the website of the plastic surgery clinic for the content of the request: we added photos demonstrating the service and its quality, as well as text reviews from people who have already used the service. We also worked out the target semantics within the framework of queries for the clinic and the informational component of the site and created an information section about how the procedure goes, and what are the contraindications and indications. Conducted usability analysis and redesigned page layouts: added prices, services, photos, and assortment. The text has been refined so that it is easy to read and understand by users.
LSI phrases
Related phrases are specific to a particular topic. Thanks to them, the texts will become more natural. Unfortunately, LSI phrases work in a 50/50 ratio. In some situations, this technique works, but in some, it does not bring fundamental changes. It is possible and necessary to work with such phrases if you do not know how to properly refine the text.
What to do with Yandex if the text for Google interferes
As a rule, there are no such problems, because a good text for Google is also good for Yandex. If this situation happened, then it is worth:
- evaluate positions in Yandex;
- create different pages for Yandex and Google;
- close at noindex.
Technical optimization: what you should pay attention to
1. Indexing. The first step is to study the number of indexed pages relative to Yandex. If there are fewer, then the problems need to be dealt with.
2. Page volume. The main source of information is the Search Console service, which contains information about the volume of pages such as: "indexed, but not in the sitemap", "detected, not indexed", and "crawled, but not yet indexed". These three reports can indicate which pages Google sees. Further, for those pages that are not intended for indexing, but Google sees them, you can close the links in nofollow. This gives additional information that these pages are not needed. If you see that Google has crawled the pages you need, but they are not in the index, check for the presence of the nofollow tag on links to these pages. If you need to additionally index pages that are not in the index, you should put internal links on them. Then send for reindexing through the index API for efficiency. This recommendation is suitable for situations
3. Checking the site for thin content. You need to check pages that are crawled but not indexed. Google evaluates such pages as low-quality, and useless for site visitors. The main task in such a situation is to reduce their number. Often, filtering pages with a small number of products cannot be indexed. To solve the problem, one of the options is to increase the amount of unique content, as well as set canonical addresses per page, i.e., unnecessary pages need to be removed, and the necessary ones should be improved for higher rankings. Such simple measures, even within the framework of a small site, give results.
4. Micromarketing. Must be present on the site. It helps Google bypass the resource and get a beautiful snippet for requests for certain pages.
Case 1. The site came with a huge number of poorly optimized subdomains for all regions of Russia. They contained a different number of pages - from 1,000 to 30,000. The crawling budget was not enough to index the entire site on Google. The solution was to close 42 subdomains from indexing with less than 1500 visits per month. This increased traffic to the main site and to the right domains.
Case 2. A small site, about 200 pages, carried out basic technical optimization of the Search Console. We installed redirects from duplicates to originals for 40 pages, replaced redirects with direct links for 15 pages, removed 10 broken links, and added all indexed high-quality pages to sitemap.xml. This manipulation managed to get a big jump within the site.
Conclusion: it is important to pay attention to reports, to which pages the Google robot crawled, which ones it indexed, and which ones it crawled but did not index. On high-quality pages that the Google robot did not crawl, you need to add internal links, thereby adding them to the index, and making low-quality pages useful.
Links: what solutions worked on our sites
Diversity. The more diverse the links purchased for the site, the better the dynamics. The logic is simple: you need to take TOP 20-30 queries, cross-cutting, relevant, contextual, and crowd links, and purchase no more than 20% of anchors from the total link mass. Basically, the purchase is carried out by URL, but less often by the name of the company.
Mentions or, links without links. The point is that by mentioning a company or experts, the mention of the site increases, while the link is not required. Such a story can be when registering your site on thematic sites, or when registering experts on the marketplace. You can also launch a linkless crowd by the names of specialists and the name of the company.
Links to links. This is a kind of pumping of purchased links with new links. You need to take TOP 20-30 requests, buy one link to requests on good sites, buy 10 links to pages from the first iteration (contextual/relevant), and then buy 100 links to pages from the second iteration. This sequence of actions allows you to strengthen the first link. This method has shown itself well in situations with large restrictions in the internal optimization of the site when it takes a long time to lay out improvements. Such actions are effectively reflected on the site and allow you to get a good result.
Experiment
33 sites were taken into work to analyze what types of links work better or worse in Yandex and Google search engines. 4 types of links were purchased and evaluated within 3 months by changes in backlinks through the webmaster's panel and position dynamics. As a result of the experiment, Yandex. Webmaster saw more dynamics than Search Console. Google has grown much better and accepted the links that were placed. The dynamics varied from 3-4%, somewhere it grew by more than 20%. Yandex reacted a little worse, half of the sites showed dynamics, and the other half did not.
Result: dynamics in Google - in the TOP 72%, in Yandex - about 40% where packages were purchased. If we talk about relevant selection, then everything has grown in Google. Contextual links: Google worked well, Yandex - satisfactorily. Thematic links work better. Crowd lines also performed well. If we take all options of links together, they show good growth.
Example 1: at the first stage, we purchased relevant, contextual, and crowd links to the site so that it would start moving. After that, the first jump was received. At this stage, links to links began to be purchased according to schemes 10 and 100. By the end of the third month, the visibility of the site increased by 250 queries on Google.
If internal optimization gives you the results you need, then you can ignore spending on links. Links need to be purchased when there are problems with internal optimization if you have squeezed everything out of internal links and you need to “push” positions to the TOP.
Example 2: we put links on 23 requests to drag them to the TOP 10. This was enough to increase the position by 3 points.
Comments
Post a Comment