SEO 101: FACTS, TIPS AND MYTHS SEARCH OPTIMIZATION

There is plenty of search engine promotion information online. But most articles are hopelessly outdated. SEO-Schnick – busy people, they have no time to spend time separating the grains from the peel.

8 hot search engine promotions
Let’s start with interesting statistics. So:

91.5% of the traffic goes to the first page of Google search.
1890 words is the average content length for a good corporation.
73 billion phone calls coming from mobile search.
$ 5,000 per month is spent by US companies on SEO promotion.
88% of users are looking for information from a smartphone.
3 – the average number of words that is used to form search queries.
8% of search queries are formulated as a question.
Fifteen percent of queries that go to Google every day have never been searched before.
Enough theory, it’s time to move on to practice.

4 BASIC RECOMMENDATIONS FOR OPTIMIZATION
For convenience, we highlight tips on 4 key points of SEO optimization:

Content – describe a smaller number of topics, but in more detail. No need to generate articles about everything at once, if there is an opportunity to distribute requests across pages.
Links – the quantity and quality of links, as well as their diversity, affect the ranking. It is important to use links from Twitter and, especially, Facebook.
Mobile First – more recently, Google, while indexing, has preferred the mobile version to the desktop. This takes into account the download speed. The optimal value for the desktop is no more than 3 seconds, for a mobile it is no more than 2.
Technical factors – be sure to translate the site to https: //, structure the information correctly, use anchor links for external and internal links.
RECOMMENDATIONS FOR WORKING WITH MOBILE FIRST
In September of this year, Google began to massively transfer websites to mobile-first. That is why we decided to highlight in a separate block tips on optimizing mobile pages:

Add and check the mobile version in the Google Search Console.
Check the validity of micromarking through a special tool from Google.
Mobile version should be scanned by Googlebot. To do this, use the tool to check the file robots.txt.
Test speed with PageSpeed ​​Insights or Gmetrix. If pages load too slowly, conduct an audit. Find and fix such errors as: uncompressed content, extra CSS and JS scripts, disabled or unconfigured caching.

TIPS TO WORK WITH TECHNICAL FACTORS
There are a number of required elements of technical optimization. These include:

SSL certificate connections (for information resources, free enough);
use of H2 headers;
the introduction of CNC (in competitive subjects, there is a correlation between the key entry to the site address and the position)
selection of diverse and relevant anchors;
remove redundant and pop-apap from mobile version.
The last point is especially important, because. If you do not fulfill the requirement, the whole site will be pessimized.

7 features of optimization for Yandex
1 Geography
Google is not well versed in the regions of the CIS countries. For example, if you want to promote a business in Kiev or Odessa, you will have to focus on the whole of Ukraine, because the search engine considers regional centers as one region. Yandex was much smarter. It recognizes individual cities.

2 Meaning and Link Building
Links work in Yandex is not as good as in Google. Russian search engine takes into account only those links that are clicked and go to the site. If CTR = 0, then Yandex will ignore the link. The authority of the site (DR, CF, TF) is important only for Google.

3 Behavioral factors
Parameter number 1 for Yandex. Algorithms take into account not only how people behave on your site, but also do after visiting it. If users continue to navigate to the pages associated with the request, this indicates that your resource has not satisfied the user.

4 Domain age
Older domains are ranked better than new ones. Age is an important factor for both search engines.

5 Quality content
Yandex is more picky about the quality of content. He severely punishes duplication, reoptimization and spam. Updated Minusinsk and Baden-Baden algorithms help the system catch intruders.

6 UX
Ease of use significantly affects the promotion of commercial requests to Yandex. Domestic search engine requires that e-commerce sites provide users with clear and detailed catalogs, logical filters, convenient order forms and feedback.

7 Focusing on page optimization
Yandex is a rigorous search engine. He often punishes seemingly frivolous errors (for example, broken HTML and CSS). Check the validity of the code and structure of the site, as well as the correctness of meta tags, descriptions, URL. Please note that even a single error on a specific page can reduce positions by 10-20 points.

9 myths of search engine optimization
Finally we debunk the popular misconceptions that are still common among SEO optimizers.

1 Content is king
The statement is both true and false at the same time. Link without quality content will not give results, and vice versa.

 

2 It is necessary to bring the speed to the green zone by Google Page Speed.
By itself, the optimization of the speed of loading a site by Google Page Speed ​​does not affect the ranking of pages. However, if we reduce the time from 9 seconds to 3-4, then with a high degree of probability Google will credit us with this plus.

3 Need to remove the purchase links
By the standards of Google, not all links are bad. References need to be rejected only if positions started to sink and / or the Google Search Console received a message about sanctions.

4 Need to maintain a certain keyword density
There is no such thing in Google. It is important that the keyword be in content, headlines and ALT. Although sometimes, even one entry of a key per page can lead to the top 10.

5 You can promote the site without sitemap.xml
The myth works only for small sites. For large projects you need to use HTML and XML maps.

6 Duplication of title meta tags does not affect ranking
It is recommended that the title be unique, because Google has an automatic content filter applied to titles and meta tags.

7 Social alarms are useless for SEO
Social alarms are also important for SEO, just like regular links from forums or informational sites.

8PPC does not affect SEO
Tools reinforce each other. PPC allows you to quickly get traffic, increase brand visibility and safely influence behavioral factors. SEO optimization makes website pages more relevant to Google Ads, which increases the chance to win an auction and reduce the cost of a click.

9 Google uses AI in its algorithms.
No, does not use. The exception is Rank Brain, which handles specific requests. It imposes a behavioral scenario on the proposed results and excludes irrelevant. In simpler words, the algorithm transforms ambiguous requests into something more specific and gives successful response options.