Как самостоятельно провести SEO оптимизацию сайта? СДЕЛАЙ ВСЕ САМ! Просто о сложном

Well, just overdue, it's time to tell you if You decided to independently optimize and promote site in Yandex and Google? How to do it I offer a simple guide that will help to understand with the basics of SEO and quickly raise the position of the site in search

If you like the video, put it on Like, don't forget to subscribe to the channel 🙂 Let's go In the video I will tell: what is modern SEO; how to build a semantic core; how to make the "stuffing" site SEO-optimized; what should be the content of the site; which includes external SEO Organic search results are one of the main traffic sources The development of social networks, contextual and media advertising, video marketing and other channels are not shaken SEO position and did not lead to a decrease in budgets allocated on this direction In Russia, over a month, users move over 3

5 billion times On sites precisely from search engines And according to Consumer Barometer, 91% of respondents from Russia responded that they use search engines when want to find a particular product (for comparison, social networks for these purposes uses only 19% of respondents) The problem is that after the introduction of a number of algorithms Yandex and Google, aimed at the fight against cheating, SEO rules have changed significantly Traditional recommendations (such as adding key YandexWordstat phrases in texts and bulk purchase links) no longer give the same effect as before, otherwise and at all can lead to the imposition of sanctions

Next, I will tell you how to optimize SEO-based website taking into account the current search engine requirements, where to start and what resources for this are needed You will also learn what actions can harm your site and what you absolutely can not do What is modern SEO? In order to understand how SEO works, you need to deal with the logic of building search results After the user enters a search query in Yandex or Google, it gets a list of results All of them are divided into three groups: search context advertising (up to 4 upper and 4 lower positions on a page marked "Advertising"); card and other witches (list of organizations with their location on the map; results of issue depend on the location of the user and the nature of the request); organic issue (the rest search results – 10 positions per page)

In addition, blocks of video can be mixed into the output, pictures and news Typical issue by commercial request you are right now can see on the screen A similar picture may scare away SEO The main argument is that the 1st position in organic – this is in fact the 5th position in the overall search results, and easier to run contextual advertising and get instant result But this is a superficial glance SEO, unlike contextual advertising, works in the long run and provides stable traffic

In addition, SEO allows users to bring over a huge segment of requests for which contextual It is impractical to run an advertisement (for example, informational, branded and general requests) The results of issuing line up for complex search algorithms systems that take into account hundreds of factors With accuracy to predict the position of the site will not be able to even the developers of search engines, because the issuance of dynamic and depends not only on a specific site, but also on competing sites, and the user who enters the query (where is it located, what are his preferences, from which device he comes in, etc) Due to the complexity of the ranking algorithm in SEO at first the plan goes out not work on one or two factors (for example, texts and links) – complex work is important in all directions

In addition, SEO optimization has become humanized view – to get to the TOP you need to make a website, useful and user friendly That site visitor is at the forefront, not a search engine This is the fundamental difference between the new SEO from the traditional, which is associated with cheating Conventionally, all ranking factors can be divided into 2 large groups: internal (On-page); external (off-page)

On-page SEO is associated with changes to the site in order to make its more convenient, faster, more informative, more attractive This includes all the work that is being done inside site Off-page SEO is a set of measures aimed at increasing the authority (citation) of the site, improving its indexing and visibility in search engines The ultimate goal of SEO is to bring the site to the top at the most conversion search queries But which TOP? Usually refers to the top 10

But if you analyze the distribution statistics traffic depending on the position then it turns out that positions 6-10 do not give much more transitions than positions 11-20: So if your site is in the TOP 10, this is not a reason stop – keep working and strive to get there it is in the top 5 So, we figured out the basics of SEO Go to optimization and promotion How to promote a site yourself: the main areas of work Let's start with ON-PAGE SEO: SELECTING SEMANTIC CORD The set of key phrases grouped by certain features called semantic the core Why do you need a semantic core: It allows you to identify the information needs of users and get pages relevant to search queries (this the main function of the semantic core, because without understanding the needs of the audience is impossible to make a website which will solve their problems)

Simplifies the development of the site structure (for example, in the process of analysis you found that users are often interested white sofas, and lilac is asked much less In this case, in the online store of sofas one of the sections it is advisable to devote it to the white sofas) Sets reference points when setting technical specifications for copywriters (The authors of the texts are guided by the search queries indicated in the assignment) Ideally, the semantic core should be before the development of the site So it will be easier to adapt the site for it

If you already have a website, but no semantics, be sure collect it There are various tools for working with the semantic core To save money, use free services: YandexWordstat Basic word picker for Runet

Contains search queries for Yandex Data for each phrase can be viewed for the last 12 months Available statistics on countries and regions, desktop and mobile issue The disadvantage is the abundance of handwork Partially the problem is solved with the help of special operators

Wordstat and Yandex Wordstat Assistant plugin, but still the process is time consuming YandexWordStat is more suitable in cases where you need to quickly look at the statistics for a specific phrase, rather than to collect a full core Keyword Planner This is the keyword database of the Google AdWords advertising system

Suitable for optimizing commercial projects under Google, but the database of information requests is inferior to YandexWordstat SeoPult This is an automated advertising system that allows you to collect key phrases for free To get started, you need to add your site to the system, run SEO promotion and build the core

The word picker has recently been updated to allow “On the machine” to collect up to 2000 extensions from YandexWordstat for each given word If necessary, export phrases or run site promotion on them right in SeoPult There are also paid services for collecting semantics: KeyCollector Desktop program for working with various services to collect semantics

The functionality of the program is wide, but it takes time for it study (manual has more than a hundred pages) Suitable professional SEOs Cost – 1800 rubles for 1 license Semrush Powerful service for automatic semantics collection

Suitable for those who promote sites to Western markets Cost – from $ 9995 per month Collecting key phrases is only the first stage Next, they need to be clustered

This is not just a distribution to logical groups — in clustering is considered grouping Key phrases on sites from the TOP search engines The result of clustering is a ready semantic core that can be used to design the structure site and task setting copywriters For clustering, the Just Magic program is used, but it has a specific interface and takes time to learn There are also services such as TopVizor or Rash_Analitix Suitable for independent work on clustering tool from SeoPult

Cost – from 5 kopecks per request, which by the way is on its very cheap In the process of collecting the semantic core, the question arises: which search engine to navigate? On Yandex, Google, both at once or in general some other? For the answer, take a look at the popularity statistics search engines in RuNet: Unambiguous leaders – Yandex and Google They occupy approximately equal positions Given the fact that the database of search phrases of Wordstat is more extensive than the Google keyword planner, with the goal of Conserve resources orient yourself on Yandex

But this is only what concerns the Runet To promote the site in countries where Yandex is not popular (or not at all, as in the case of Ukraine), Give preference to Google databases and other services Now let's talk about ON-PAGE SEO: PREPARING A SITE This includes a set of works to create a convenient site, that will appeal to visitors and rank high in search engines Work is conducted in several directions CHOOSING A DOMAIN AND A HOSTING Give preference to a domain understandable to the target audience and easily remembered, Pay it at least a year in advance

Avoid domains with a bad history (you can check in the web archive, a reference can be found in the description of the video) Hosting choose in the country, on whose audience calculated site Buy and install an SSL certificate with the domain (this is especially important for online stores and other sites where users leave personal data) DOWNLOAD DOWNLOAD OPTIMIZATION WITH Google PageSpeed ​​Insights determine the speed of loading pages, and if the site is typed less than 90 points (for desktop and mobile versions), then follow the recommendations proposed by the service Without the help of a programmer is not enough, but something You can do it yourself (for example, compress images, enable gzip compression and configure caching using plugins)

INDEX SETTING In the root folder of the site Create a robotstxt file in which you specify the indexing settings There is a video about robots on our channel, just use search and be sure to look at it It is necessary to close service files, pages from robots archives, tags, authors View – main pages of the site, CSS and JS files

Set up generating dynamic sitemapxml in root folder (for example, in WordPress this can be done using the plug-in All in One SEO Pack) Adjust the headers for faster page indexing Last-Modified and use ping services Turning to IMPROVED DESIGN AND UZABILITY The site should be comfortable for the eyes of colors, comfortable and readable sans-serif fonts (Roboto, Arial, etc) p

) unacceptable accumulation of elements, unnecessarily complicated animation, flashing background, that is all that prevents viewing content Important navigation is important: the usual location menu with a small number of items, navigation is configured chain (bread crumbs) and semantic (human-readable) URL, there is a site search form, search by tags The convenience of the site and provide internal links Stop using special programs for relink and weight distribution between pages – arrange links with utility in mind visitors So, we talked about the semantics, about the preparation site, moving on, we still need to consider several important points

SO 3 ON-PAGE SEO: CONTENT OPTIMIZATION It is for the content users come to the site, so its quality should be given Special attention Content is not only text, but also images video, applications, etc But it is on the basis of the texts that search engines determine relevance of documents to search queries Signs of text quality: Uniqueness This is not just technical uniqueness, which is easy to check with advego

ru or textru Search engines have learned to distinguish rewrite from really original texts, so do not retell others texts, and bring something of their own, rethink and recycle them The use of small non-unique excerpts from other people's texts (definitions, quotations, etc p

), but with links to primary sources Relevance The text must match the user's request If the article is called "How to hammer a nail", and there tells the story of the invention of the nail, then this text is irrelevant If you compose a text for a specific key phrase, disclose specifically specified in the title topic

In an attempt to increase relevance, you should not over-saturate text with key queries (no more than 3-4 occurrences on 2000 characters), Otherwise you will fall under the sanctions for re-optimization Literacy Search engines do not like texts with an abundance of spelling and grammatical errors Do not allow direct entry of "curved" key phrases

in the texts ("buy cheap Moscow", "curtain cabin sale of curtains ", etc) The priority is the quality of the text Convenience of reading Well-structured texts are much easier to read

and read them more readily Paragraphs, lists, subheadings, quotes, anchor links – all this simplifies navigation through the article and keeps visitor on the page In the process of filling the site pay attention to the compilation meta descriptions – title and description Some optimizers also fill in the meta tag keywords, but for search engines and users it does not play roles, but competitors can parse its values ​​and get a list of your key requests

So it's up to you, but I would recommend abstaining from filling it out When compiling meta tags, consider the recommendations: meta tags must contain user-relevant information prompting to go to the page but not misleading; title – basic information include the first 50 characters with spaces; description – make up for all pages description length about 300 characters with spaces; in the first 160-170 characters should be a complete thought with the most important information The fact is that Google reflects about 300 characters in snippets, and Yandex – 160-170 By composing a description of this recommendation, you optimize it immediately under both search engines; in the title and description add the main key phrases but enter them naturally, without re-spam

In addition to text, optimize images: list alt and title in pictures To achieve and maintain high positions regularly update content and stimulate user activity (comments, likes, browsing multiple pages, etc P) Search engines should constantly be signals that that your site is developing and getting better

It's time to talk about external factors and work with them four COMPONENTS OFF-PAGE SEO External SEO is this before altogether, work on increasing the incoming reference mass and site registration in search engine services Links – whatever one may say, remain one of the ranking factors

Search engines divide them into natural and spam – in addition, only the first work, while the second can be imposed sanctions in the form of lowering positions or site exclusion from issue Signs of natural links: inscribed in thematic content, lead to useful for page users; located in the main sections of the site, in the visible area, well distinguishable against the general background; can be located near with external links to other resources; are bezankornymi ("siteru", "here", "here", “On site”) or have a brand anchor (store “N”, company "N"); regularly lead target traffic to the landing page; lead from sites that not spammed by outgoing links, have high reputation and stable traffic You can build natural links in different ways: creating high-quality content that will be link to blogs, media and social networks; writing free guest posts under the terms of affixing a link back to your site; search for interesting thematic content and offer add it with material about your own website, store or service; integration agreement natural links for a fee (directly or using a specialized service)

Understand how much you need to get links, you can by analyzing the reference profiles of top competitors To do this, write down the domains from the TOP 10 of Yandex by the main key queries and use one of the services to analyze link mass (Ahrefs, Majestic or Linkpad) In addition, you will understand which anchor to use, what should be the proportion of nofollow links and what domains to choose for placement Increase the reference mass gradually, but regularly For a young site, 5-7 quality links are enough

per month After 6 months of work, the volume can be gradually increased up to 10-15 links and higher depending on the scope of activities Off-page SEO is not limited to link building Search engines have useful services that help improve indexing and visibility: Panels for webmasters

The main ones are YandexWebmaster and Google Search Console You can also add the site to the Cabinet webmaster Mailru With these services you will track indexing, key phrases, possible problems with the site, add new pages for indexing

Maps and reference books This includes YandexManager, YandexMaps, Google My Business, Google Maps, Mailru for business

Adding your company to these services will allow occupy high positions in the local search results Search engines for the site Set a search line on the site (YandexSearch for Site or Google Custom Search Engine) – with its help you will not lose visitors, because they can take advantage search without leaving your site Conclusion Self SEO-promotion Site is a painstaking and complex process

Modern SEO has long outgrown the bulk of buying links and writing “SEO texts” into a powerful marketing a tool that allows you to improve the site, make its useful to visitors and visible in search engines I tried this short time on my a look quite understandable to explain the main points You can learn more about SEO by passing free video course of the CyberMarketing training center, link on it in the description By the way, if you consider yourself a pro 🙂 try too pass it or at least answer the questions to the video tutorials Friends, if you like the video, put LIKE subscribe on the channel, it motivates us to continue shooting videos, but bye bye bye