5 important parameters for quality SEO
Search engines are constantly improving their algorithms, which are responsible for delivering results to user queries.
Several updates are released each year to improve the quality of the information displayed. As a consequence, SEOs also have to change the way they work on the sites they promote so that they rank on the first page of search results.
Fortunately, it does not follow from this that with each update of the algorithm launched by Yandex or Google, you will have to create a new website or pages.
Experienced SEOs understand that the main goal of search engines is to provide a detailed answer to a user's request. In their instructions, they constantly and methodically repeat: "Develop your sites, make them useful, and they will be on the first pages of the issue."
For successful promotion, it is advisable not to manipulate the parameters of a web resource, but to become a partner of the search engine and help users find an up-to-date and detailed answer on the pages of their site.
What should you first lookout for when starting a promotion?
1. Research the requests of your potential customers
To make it easier for customers to find your site, research the queries they ask search engines. To do this, you can use 2 free tools:
Wordstat - from Yandex.
Keyword planner - from Google.
With their help, you will receive useful information for work:
How customers formulate their queries when asking search engines about your products and services.
How often it happens over a period of time (this will reveal seasonality and peaks in demand).
What similar queries do they use together with the main ones?
These services will allow you to identify the phrases you should focus on in order to attract the maximum number of visitors to your site.
From the resulting list of keywords, commercial requests should be identified, that is, those in which there is an intention (intent) of the user to purchase a product or service. They are determined by the presence in the phrase of such words as "buy", "price", "cost", "price list", "order", "to order", "turnkey", "with delivery", "by card" , "For cash", "on credit", "inexpensive", "cheap", etc. When you focus on business intent phrases, you are more likely to attract visitors who contact your company.
Deconstruct each phrase to find out what else your potential customers might be asking for before deciding to buy. They may be looking for instructions, advice on selection and use, warranty information, reviews, ratings, or ways to save money.
Relevance - the correspondence of the page content to the user's search query. It is necessary to create pages on the web resource that answer the questions of your potential customers in detail and clearly. Looking at them, answer the questions:
Will the visitor be able to find the information they need easily on an intuitive level?
Is the information on the page easy to understand? Can text be replaced with pictures, graphics, photographs?
Will you have to strain to understand the content? Is there a professional terminology that is incomprehensible to a beginner, can this be expressed in simple words?
For a visitor to make a decision, will there be enough information on one page for him? Do you have to look for something else? How easy will it be to do it and is it clear where to click to do this?
The type selected queries in search engines, study sites that are now in the top ten. What information do they disclose on the pages? Do you have a similar one? Can you expand on it or share free valuable tips and experiences?
Today, the quality and usefulness of the text are important, not the number of keywords in it.
3. Behavioral factor
As stated above, search engines are constantly improving their ranking methods. At each stage of their development, priority was given to a certain parameter. At first, it was the "keywords" meta tag. It was enough for optimizers to enter keywords in it, and the page appeared in the TOP-10.
The next factor was the presence of a search phrase in the text of the page: the more often it was encountered, the higher the position was. SEO-specialists began to post over-optimized texts on the sites, which in content reached the so-called "nonsense", but were in the TOP-10.
The search engines have made backlinks the next predominant ranking factor. The bottom line is this: the more sites link to a page for a specific request, the higher it is in the search results.
Then the competition began over the budget allocated for this. To promote a site in the TOP-10, optimizers analyzed the link mass of competitors and bought more links to theirs.
To stay in the top ten, the link mass had to be constantly increased. In general, they did not care about the content of web resources, since they were looking for as many sites as possible where you can buy links for better and cheaper ones.
As a result, the developers of search engines came to the conclusion that it is advisable to offer people to rate a site that is in the TOP-10. The institute of assessors ( yandex.ru/assessors ) was created.
These are specialists whose task is to determine the compliance of the document with the request. They receive a request and a link to the page, and in response, they give it a score on a certain metric. Thanks to the accumulated statistics, the search algorithm learns itself and finds common signs of high-quality sites for which ranking is carried out.
Today, search algorithms have entered the next stage. To assess how useful a web resource is, a behavioral factor was introduced. Visitors are now voting for your site to be in the TOP-10.
It has become important to keep them on the page through a quality product or service offering. Expanded information that attracts to the site. This requires:
Create quality content, product photos, video reviews.
Clearly format and structure information.
Create interactive forms and elements that allow you to interact with the visitor and give them immediate feedback.
To assess the behavioral factor for your site, look at the following parameters in Yandex.Metrica:
Login pages and queries that visitors come to them. If the posted information does not correspond to them, take measures to correct it.
Bounce rate. One of the main parameters that need to be monitored. The normal indicator for Yandex. Metrica is 15%. If it is more than 20%, you should study the specific pages for which it is higher than the norm. What do your visitors dislike, why do they quickly leave them? After closing the page, the visitor opens another site, thereby voting against yours.
Viewing depth. The higher the number, the better. Engage the user in the content, let him scroll the page to make a decision: presentation of a product or service / how to order and buy / delivery / how to pay/contact information.
Time spent on the site. It is advisable to try to increase this indicator.
Scrolling and link maps. Using the scrolling map, you can determine which blocks of the page visitors linger - they should be raised higher. Using the link map, you can track which links on the page are popular, where visitors go by studying the information.
Exit pages. Which pages of your web resource are most often left. How can you improve them to retain visitors or return them to the selling pages?
Check the indicators in the "Browsers", "Display Resolution", "Operating Systems" sections. On what computers and monitors do your site have high bounce rates, how does it display on them?
Section "Devices" - is there an adaptive version of the site for smartphones and tablets?
The behavioral factor is an indicator of quality that takes into account not only the content but also the design. Using Yandex. Metrica, you will find the weak points of your site.
4. From visitors to circulation
The purpose of promotion is to contact the company. If the site has traffic, but no hits, then the benefit to the company is zero. There are several important points to consider in order for visitors to become customers.
Reassure your potential buyers that they will be satisfied with the quality when they contact your company. Submit real reviews of satisfied customers, leave their contact information so that anyone can check it.
Submit all your awards, certificates, and other supporting documents from third parties that you can only get, not do yourself. This is credible as it can also be verified. Post photos of employees, office, warehouse, production, exhibitions, conferences, etc.
Call for action
Demand action from your visitors. Post calls on what exactly they should do and how. It should be clear to them where to click and where to go to get a product or service: "Call!", "Order a consultation!", "Put in the basket!", "Calculate online!" ! "," Sign up for a test drive! " etc. Instructions should be clear and simple.
In most areas, it is possible to offer your potential customers some kind of service or product at a minimal cost or for free. Internet users are constantly searching and studying offers from different sites.
Most of them are not ready to buy right away - first, they select a service or product, then they study the companies that offer them. With your special offer - for free or at a very low price - you can prove to the client that you can be trusted.
After all, after the first successful transaction, the trust in you will be higher than in your competitors. A special offer can be:
Evaluation or selection service.
Join the community.
As a result, you get at least the contact information of your potential client, as a maximum - trust after he uses the services of your company.
5. Analysis of results
Analyze your search engine optimization results. First of all, pay attention to:
Site positions for promoted queries - what dynamics, visibility is increasing or decreasing.
Traffic on the site from search results - increases or decreases.
The overall bounce rate of visitors from search engines.
Phrases that go to you from search engines.
This will allow taking timely measures and adjusting the promotion strategy.
It's also important to keep an eye on conversion rates:
Contacting through the forms on the site.
Calls by phone - call tracking.
Appeals through widgets: chats, online consultants, a call from the site.
Compare these metrics in relation to traffic, a specific time period, budget, and in relation to other internet marketing tools. As a result, you will receive information that is important for making decisions:
Cost of circulation.
What form of communication is preferable for the client: forms, telephone, etc.
And remember: the ultimate goal of search engine optimization is not the first pages of the search results, but the profit that the company will ultimately receive.