Even a novice business owner has probably heard that you can promote a web resource on the Internet using. Perhaps right now you thought to yourself: “Yeah, we swam, we know. There is no effect, but it’s too expensive.” Discussions that only SEO can be better than SEO have been going on for a long time. But not all of them are true. From this article you will learn why and how contextual advertising in Yandex.Direct affects the search engine promotion of the site.

Probably, when optimization dinosaurs were still walking the virtual earth, and search engines were great at “eating” spammed texts and accepting purchased links with a bang, a stereotype was born and strengthened that website promotion in Direct was an unreasonable excess for the spoiled. But the development of Yandex today allows us to radically reconsider this hypothesis.

How Yandex.Direct affects promotion

Upgrade your brand. It is natural that if your ad is shown after users enter search queries , your company or brand is being seen more often. Moreover, your proposal can literally, but quite unobtrusively, “pursue” visitors, no matter what YAN sites they visit. All this a priori guarantees a large audience reach and provides opportunities to increase brand awareness. Sooner or later, many people will want to know more about who you are and what you do.

Growth of vital (brand) traffic.Website promotion through Direct“directly contributes to the growth of its positions in search results. Due to the fact that your advertising with the brand name is scrolled, relevant queries begin to form. And traffic on them is growing. To make the effect more obvious, play with the situation in the text of your ad. For example, invite a visitor to find your company’s website through Yandex to take part in a prize draw.

Improving behavioral motives. It was Yandex’s system of behavioral factors that made it possible to put an end to old ideas about the influence of Direct on CEOs. To pump up behavioral factors audience, the site needs traffic. And it can be obtained from contextual advertising. There will be an effect, but only if the resource itself is convenient to use and is able to retain the user. Otherwise, you can achieve the opposite result, which will greatly complicate getting to the top.

Extension semantic core. Even if you enable impressions for additional phrases targeted at a minimum budget in the Direct settings, you can get huge opportunities for expansion semantic core. Of course, there will be a lot of “garbage” in such phrases. But often it is they who lead owners to think about expanding the product matrix / list of services offered, which allows them to cover even more interests and satisfy even more needs of the audience.

Factual confirmations

For clarity, here are a couple of examples from Metrics. But first, some theoretical information about Internet statistics. Yandex.Metrica sorts incoming traffic according to several criteria, including:

• direct visits,
• referrals from search engines,
• transitions from social networks,
• ad clicks,
• clicking on links from third-party resources,
• internal transitions,
• transitions from saved pages,
• transitions that the system could not detect.

First, let's look at a site where SEO optimization is not even in its infancy. The state of traffic to the company's resource looks something like this (see figure). As you can see, the attendance at the site is weak. Few visitors come from search engines, and those that do occur do not exceed the number of visits from other sources.

Now the situation is different: a site with stable traffic. Please note that search traffic is much higher than other types of visits and has a pronounced growing character. By the way, this is an online store, and no optimization was applied to it. And these results were achieved due to:

• using unique and useful content,
• creating competent navigation on the resource,
• strategically correctly chosen field of activity by the company (growing product or service trend),
• connecting contextual advertising.

But how could website promotion through Yandex Direct affect this? After all, the share of context in the resource itself is very insignificant. You will see the answer below. If we leave only advertising and search traffic in the next graph, then the pattern is clearly visible.

The first increase in traffic was due to an increase in the volume of contextual advertising. After that, they took it and turned it off, but the site continued to grow, and then traffic dropped again. What does the context have to do with it? And despite the fact that at first there was no activity on the web resource, simply no one knew about it.

The increasingly complex algorithms of search engines and the decrease in their loyal attitude towards the link mass have led to the demand for other ranking factors, namely behavioral and social ones. In other words, a direct consequence of low website traffic is its poor ranking in search results. And back. The more visitors, the more:

• internal transitions to resource pages,
• viewing depth,
• opportunities for better promotion.

It should be noted that if the setup and selection of keywords is carried out efficiently, the number of failures on the site is reduced. And this is already a key point in ranking. It goes something like this. When creating a large, highly targeted semantic core for contextual advertising, users find exactly the resource that gives them the answer to the question they are looking for.

If slurred, monosyllabic keywords(for example, “concrete”, “brick”, “tile”), it is not entirely clear what a person is looking for. Either information about the characteristics and technologies of use, or where to buy this product, or even some kind of underground musical group that allowed itself to be called in such a strange way. The result is that such advertising campaigns give very low conversions and a large number of failures on the site.

And if a potential buyer finds what he is looking for and moves on to the site, rather than leaving it in the first 15 seconds, search engines receive a clear signal that yes, this resource is indeed of interest to users, which means worthy of being raised higher. By and large, it doesn’t matter so much where the traffic comes from. The main thing is that it is as targeted as possible. The same is true for contextual advertising, and if this condition is met, the success of the promotion campaign is guaranteed.

Let's go back to the first graph again and take a look. Here you can see a jump in the links on the resource. Such activity is perceived by search engines as a signal that something interesting is happening here. And the second advertising campaign that followed only further strengthened this trend.

So what is it: SEO or context?

If you carefully read this article, then the answer should be obvious to you. Both. Contextual advertising has an undoubted impact on the promotion of a resource for which comprehensive and competent optimization is already applied. However, there are a few caveats to take into account here. Firstly, to promote a website in Yandex.Direct, it is necessary that the advertiser’s resource meets certain system criteria:

• targeting a Russian-speaking audience;
• 100+ unique visitors in a day;
• registration account on the Yandex.Webmaster service;
• use of Narod.ru hosting services (optional, but recommended).

Secondly, you must always calculate the financial model. If you don’t plan your budget and assess all the possibilities and risks, you can get carried away contextual advertising and take your business to a loss. Third, don’t rely entirely on the harmonious interaction between SEO and context. It is necessary to use other possible channels to attract potential customers to the site.

How to place Yandex.Direct advertisements

Search engine marketing involves the ability to choose one of several formats for placing advertising materials. Before you move through Direct, you need to search engine optimization, web audit and analytical research. You can take on the matter yourself or involve specialists who can:

• conduct an analysis of competitors’ activities directly in the YaD,
• create a clear marketing strategy plan,
• perform the appropriate settings for YAN parameters,
• design and develop landing pages,
• carry out ongoing monitoring of the promotion process,
• generate detailed reports on a monthly basis,
• If necessary, promptly make adjustments to the promotion plan.

After a high-quality commercial message has been created with a link to your resource, it will be sent for moderation. If no significant errors were made, you will receive an HTML code to post your ad. Before doing so, it is recommended that you conduct thorough testing using methods that allow you to identify advertising messages that are guaranteed to reduce bounce rates, attract customers and increase conversion rates.

As you can see, promotion with the help of poison is a very promising activity. But at the same time, this is a rather labor-intensive process that will require not only money, but also time, as well as knowledge of a number of technical nuances and even the use of intuition.

Hi all! In this article I present to your attention a 100% working case for driving a website into the TOP 3 of Yandex with virtually no material costs, i.e. almost free. In light of the fight against spam and purchased links, recently it has become much more difficult to promote sites in Yandex, and in other PSs too. 100,500+ articles have been written on this subject, all pouring from empty to empty the same assumptions and statements. So to speak, one wrote it, the rest rewrote it without thinking, and here you have public opinion on this matter. Is it so? Let's dispel this myth together and see how it really is.

A short introduction, and then everything is brief with pictures and point by point. So, like many SEOs and webmasters, I have my own projects in addition to client projects, which also bring in good income. In my case, this is income from affiliate programs. For one of these affiliate programs, I wrote 4 articles, tailored them to different keys, and after a couple of months the whole thing began to generate income. Naturally, I tracked positions and sometimes looked at competitors in the search results. And then, at one fine moment, a site appeared in the Yandex search results and actually came out on top. Those. pushed me according to the most “fat” queries.

I had an affiliate program to attract users to the InstaPlus service. Accordingly, the request is registration in instaplus. Below, in the picture you can see Yandex output for this request. In the first position is the service itself, then this friend and then only me, although before I was in second place.

Yandex TOP-3

I can’t say that I don’t care and that, like, everyone earns as much as they can... No, this really puzzled and stressed me. Many people decide to earn extra money on the Internet. To do this, they work tirelessly, compose useful texts, draw beautiful pictures, do everything as indicated in the “Recommendations for creating websites” from Yandex. And someone decides to go “Against everyone” and do everything their own way minimal costs and ignoring all recommendations. And so, after some thought, I decided to analyze this site and see how he did it. After a more or less in-depth audit, I was really blown away! All common truths collapsed in an instant. I even respected the person who did it. I could keep quiet and use this method to put forward commercial requests to the TOP of Yandex, but I consider it my duty to burn the topic to tell you how it all works. Let's go point by point.

Website promotion in the TOP of Yandex

Buying a domain name

Everything is simple here, you need to select it as close as possible to the request Domain name. As you can see, my friend didn’t bother for a long time, but simply added reg to the domain name of the service itself - instaplus-reg.me. Here he had to spend money. According to RU-CENTER, registering a domain in the .ME zone costs 790 rubles.

Hosting and website creation

At this stage I may be wrong about the prices, but I think everything here is free. He created a free demo site based on the website builder simple-different.com/ru/. At most, you had to fork out money for hosting, but there are a lot of options on how to do it for free. With the site itself, content and design, everything is simple. The most difficult thing is the registration form, it takes about 15 minutes to set up;). The rest is a matter of technology, a simple copy-paste of materials from the donor’s website, for those interested, here is the link - https://instaplus.freshdesk.com/support/home. This is the first violation of the Yandex commandments for webmasters - “Create sites with original content or services.”

In terms of internal optimization, everything is simple, minimal robots.txt and sitemap.xml. 301 redirect from www to without www is present. Double home page is present, but apparently no one cares. The meta tags are filled in, see the screenshot below.

How to promote a website in Yandex yourself

In principle, that’s all there is to creating a website. You can do it in 30 minutes.

External website promotion

I bought (rented), I can assume that there are 9 excellent and inexpensive SEO links, see screenshot.

How to promote a website in Yandex for free

Analysis external links carried out using the service. All links such as “likes” Yandex are placed in footers and sidebars (see screenshots)

Link from sidebar
Footer link

And so on for all the links. This is the second, malicious violation of Yandex rules - the use of SEO links. Read about SEO links and find out. what they are can be found by following this link https://yandex.ru/support/webmaster/yandex-indexing/algorithm-minusinsk.html.

Bottom line

As a result, in just a month this site is in the TOP 3 for queries: etc. Cool! People flocked to register for the service, they paid money to the service, and the service deducted referral fees. Easy Money!

So, as I see, Yandex recommendations do not work at all. Nothing changes and with the help of simple methods it’s easy to push any GS into the TOP. It's a shame for other people who actually work. But I’m also happy for this comrade, really well done, he bent everyone over 😉

Proper website optimization at the initial stages is extremely important for successful promotion and profit. If you don’t take care of all the nuances from the very beginning, this can lead to additional expenses in the future. In this article I want to describe the steps that will help you start promoting your website independently in search engines. It will be useful for those who are planning to launch or are just starting their project, but do not want to attract third-party contractors to promote it. This article can also help a manager evaluate the work of SEO specialists. Based on the results of the article, you will learn what steps need to be taken to successfully launch a project and its further development.

Step 1. Selecting a CMS

CMS (Content management system) is a content management system on a website. In other words, it is an engine through which we can add and edit content.

It is very important that the CMS is flexible for modifications and meets SEO requirements. The main ones:

• Set a unique Title tag (an important title for promotion, which search engines take into account when calculating the relevance of a page to a request).
• Set a unique Description tag (a capacious description of the page, which search engines most often display in a snippet; users pay attention to a bright and attractive snippet and are most likely to go to the site).
• Set CNC (human-readable URLs). You can learn more about CNC from the article "".
• Set H1-H6 tags (headings important for promotion, which are taken into account when calculating relevance; tags must be unique within the site and used only for the text part).
• Set unique Alt and Title for images.
• It should be possible to set unique text.
• The CMS must have an HTML editor for the text of each page.
• It should be possible to set rel=canonical/, .
• Set unique text for bread crumbs.
• For online stores, the function of importing and exporting data is extremely important. It helps you make batch changes to Title, Description and other attributes.
• Server response time (Time To First Byte) up to 0.5 seconds. Read more about page loading times in the article “How to optimize site loading speed to improve rankings in Yandex and Google.”

For service sites We recommend CMS WordPress - a free engine with a large community and flexible functionality. Meets all SEO requirements and is easy to learn.

Related articles on our blog:
« »
« »
« »

For online stores– WordPress is also a good option, OpenCart and Magento are alternatives.

In no case Do not order website development from companies that use their own CMS. You will be heavily dependent on them and their development in the future. Typically, such companies take a very long time to complete improvements, and the quality of their work is low. It’s also difficult to find a developer for someone else’s CMS.

Additional materials:
« »

Step 2. Preparing a mobile version of the site

Today mobile traffic is getting bigger and bigger. Google now primarily analyzes the mobile version of the site, so its presence is simply necessary.

• IN adaptive design use meta tag . This will indicate to the browser that the page is adapted for smaller screens.
• The site must be accessible to mobile search engine robots:
  Googlebot/2.1 (+http://www.google.com/bot.html)
  Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)
  Mozilla/5.0 (iPhone; CPU iPhone OS 8_1 like Mac OS X) AppleWebKit/600.1.4 (KHTML, like Gecko) Version/8.0 Mobile/12B411 Safari/600.1.4 (compatible; YandexMobileBot/3.0; +http://yandex .com/bots).
• You cannot block CSS and JavaScript files from indexing.
• Page content should not extend horizontally beyond the screen. To check the display is correct, you can use the Mobile Optimization Checker tool. It analyzes the page and makes recommendations for correcting errors. The tool needs to check all types of pages: main page, categories, subcategories, product/service cards.
• There should be no horizontal screen scroll cursor. All elements - images, buttons, text - must adapt to the smartphone screen.
• Do not use elements that do not display on mobile devices, such as Flash videos.
• It is better to avoid pop-ups and advertisements; they usually take up the entire smartphone screen.
• Speed mobile pages should be maximum. This can be achieved by reducing scripts, styles, including browser caching.
• In the future, check mobile responsiveness using the “Check mobile pages” tools in Yandex.Webmaster and “Ease of viewing on mobile devices» in Google Search Console.

Additional materials:
« »

Step 3. Collecting the semantic core

The semantic core is a set of words and phrases that characterize the theme and structure of the site. Based on these queries, users will be able to find your site through a search engine.

Semantics is the foundation for successful promotion. This can be clearly seen if you imagine customer acquisition in SEO as a funnel:

If we correctly assemble the semantics at the initial stage, we will receive targeted traffic. If we make a mistake and don’t understand the demand, we will lose customers and sales.

Thus, the semantic core allows:

• Assess user demand for a service or product category.
• Build the right structure and accurately respond to user requests.
• Monitor the visibility and effectiveness of work in the future.

The semantics collection paradigm looks like this:

Formation of markers. Markers are general queries that uniquely characterize a service or group of products. For example, you sell facial cosmetics and you have creams and tonics - the markers for these products will be “face creams” and “face tonics”.

To create a list of markers, you need to brainstorm and write down all the options for the names of services or products. Then this list needs to be expanded with synonyms.

Example of a finished list:
Renovation of apartments
Turnkey apartment renovation
Renovation of a one-room apartment
Renovation of 1 room apartment

Detailed instructions for generating marker requests are in our article “”.

Collection of extensions. After marker queries have been collected, they need to be expanded with clarifications: apartment renovation in Moscow, price for apartment renovation, order apartment renovation etc.

This part of the work can be automated using Key Collector. The program automatically expands marker queries, pulling data from various sources: Yandex.Wordstat, Google Adwords, serpstat.com, megaindex.ru, search tips etc.

You will find detailed instructions for collecting the semantic core in the following articles:
« «»
« »
« »

Having collected keywords and cleared them of debris, you can proceed to forming the structure of the site.

Step 4: Grouping and Structure Formation

Now we have a semantic core. Based on it, you can build the structure of the site.

First you need to group the requests. We recommend grouping using the TOP similarity method, popularly called “clustering by TOP.” Its essence is as follows: if at least 3 identical URLs are ranked in the TOP 10 for query 1, in the TOP 10 for query 2... and in the TOP 10 for query N, these queries can be promoted on one page. The more pages overlap, the more likely it is that queries will rank well on the same page. Requests that can be promoted together form a cluster.

This the best option– we immediately remove the question, commercial or informational request, since the TOPs will not lie. It is unlikely that there will be both a commercial and an information request on one page. Most likely, there will be 2 commercial or 2 informational ones at once.

Clustering services:

As a result, you will receive a file with groups:

Clustering example from just-magic.org

Now you can build the structure. The hierarchy will be built from the general to the specific - from more general queries to more specific ones.
Category → Subcategory → End Page
We go through all the groups, assign them to one category or another and immediately write the URL for the final page. As a result, you need to get a file like:

Additional materials:
When working with semantics, we recommend using the Excel add-in – SEO-excel. It can highlight groups, generate URLs, Titles, etc.
« »
« ».

After we finish with the structure, we can move on to internal optimization.

Step 5. On-page optimization

The success of website promotion in PS directly depends on the quality of internal website optimization: headings and meta tags, content, URL, Alt tags for images.

Let's look at the areas of the document that are important for ranking and should be optimized.

Meta tags

Typically, internal optimization begins with the preparation of meta tags. The way they are compiled depends on the size of the project.

If you have a service website and there are not very many pages, you can immediately enter meta tags manually.

If you have an online store, it’s best to use templates and then finish it manually.

Title

One of the most important areas of the document has a significant impact on the ranking of the site.

Basic requirements for Title formation:

• Reflects the essence of the page.
• Contains a direct occurrence of the most competitive keyword.
• The main keyword is at the beginning of the Title.
• Contains all the words from the query (for example, we have a query “buy plastic bags wholesale” - this means that the Title should contain the words “buy”, “wholesale”. Also, different wording is often found, for example, “radio-controlled quadcopters” and “ RC Quadcopters” – they should both be included in the tag.
• Does not contain unnecessary words. For example, "company", "in store", "etc." – these are words that are not directly related to the topic; they blur the weight of the main keywords and the relevance of the Title itself.
• No spam. The title should not contain unnatural structures: “Plastic bags buy Moscow.” There should also be no listings of key phrases.
• Different from page title

  .

• Be unique for each page.
• Approximate length - about 70-130 characters.

Smoker's title: Buy a superhero, buy superhero figures, action figures for children

Title of a healthy person: Buy superhero figures for children in Moscow - Hasbro

Description

Description can be taken into account by search engines when generating a snippet. It is not a ranking factor and only affects the snippet.

• The recommended number of characters is from 150 to 200.
• Contains all the words from the key query (we include them not in order to increase relevance, but in order to pull them into the snippet and highlight the keywords in the results).
• Describes the content of the page, like the Title.
• Logical, concise and complete, written in normal human language.
• With special characters.
• Unique (within the site).

Example of a normal Description: Order radio-controlled helicopters in our online store. We have a large selection of radio controlled helicopters with a camera. ✈ Fast delivery✈ in Moscow and the Moscow region, convenient pickup and guarantee!

Keywords

This meta tag does not affect rankings, but since Yandex writes that meta keywords can be taken into account, I recommend filling it out by adding 3-5 phrases relevant to the content, separated by commas.

Additional materials:
« »
« »

Lyrics

We have reached the most difficult thing in website promotion - texts. For a long time, optimizers thought only about various formal text metrics: number of occurrences, volume, nausea, TF/IDF value and much more. The text was forced into a framework, with the content being in second or even third place. This approach produced results, but neither the search engine nor the user liked it.

Now the era of counting occurrences is leaving, today meaning and content are important. Of course, occurrences are necessary, but they are not an end in themselves.

• Must solve a specific problem. If this is text for a services page, it should describe in detail the service, advantages, features and differences from competitors. If the text is in the catalog, it should briefly convey what products are available and what their features are.
• Specify a range of occurrences, not a fixed number. For example, no less than 2 and no more than 100.
• Allow the use of word forms. There is no need to require the copywriter to include constructions of this type in the text - “buy Moscow inexpensively.”
• Do not put limits on the volume of text. This will allow the SEO copywriter not to stop thinking if the required number of characters is reached, or not to think of what else to add for the quantity.
• Check the text for uniqueness. This can be done using the Etxt Anti-Plagiarism or Advego Plagiatus services.
• We recommend analyzing the text in the Glavred and Turgenev services. The first will help get rid of water, and the second will assess the risk of falling under the “Baden-Baden” text filter.

Internal linking

Internal linking is the placement of links within a website from one page to another.

Internal linking serves several purposes: organizing convenient navigation, organizing the structure for better indexing of pages, and also distributing weight (relatively, importance).

At the initial stage there are several requirements:

• Any important page is available in two clicks from the main page.
• Navigation around the site is convenient and logical for users.

Additional materials:
« »

Step 6: Optimize Commercial Ranking Factors

In addition to textual factors, it makes sense to immediately work on commercial ones.

Commercial factors are a number of indicators that characterize the reliability of an online seller: recognizable brand, assortment, presence of representative offices, price level, payment options, etc.

In essence, commercial factors are properties of a site that allow the user to easily solve their problem, and also speak about the quality of the service as a whole.

• availability of contacts;
• completeness of assortment;
• availability of certificates, awards, etc.;
• reviews;
• availability of prices on the website;
• filters in online stores;
• detailed information about the company;
• detailed information about delivery and payment;
• various communication options;
• discounts and promotions.

To work through commercial factors, you need to analyze your competitors.

Additional materials:
« »

Step 7. Check the site before publishing

After all the steps taken, the site is almost ready for publication. However, before “feeding” it to search engines, you should check everything carefully.

Things to check:

• Title and meta tags are specified for each page.
• Robots.txt is configured correctly on the site.
• The site has Sitemap.xml, it does not contain errors.
• The site has been added to Yandex.Webmaster and Search Console.
• Yandex.Metrica and Google Analytics counters have been added to the site.
• The site has a 404 page configured, it returns the 404 server code.
• The site has a mobile version.
• All important pages give a 200 server response code.
• Pages are not duplicated within the site.
»
« »
“What on the site needs to be closed for indexing, why and how to do it”

Step 8. External website optimization

Links continue to be taken into account when ranking in both Yandex and Google. In Google, qualitative improvements to a site's link mass usually have a noticeable effect. In Yandex, the influence of links is not so noticeable, so we do not recommend focusing on it now.

Representatives of both leading PSs say that the site should have a natural link mass. In fact, when promoting many commercial projects, you cannot rely only on natural links.

When purchasing, you need to imitate naturalness as much as possible in order, on the one hand, to achieve better results, and on the other, to reduce the risks of applying downward sanctions to the site.

First, it is better to use the so-called crowd marketing - imitation of natural interest in a website on the Internet. The essence of this method is simple - you need to find a user online who is interested in services, answer his question, and then provide a link to the site page.

It is fundamentally important not to confuse this method with comment spam, which, unfortunately, often happens. Let’s repeat: you need to answer the user’s question and only then, if appropriate, can you post a link.

After three months, you can start more active link building.

Link sources:

• Authoritative catalogues. Don't run through catalogues. Look only for high-quality and visited ones.
• Review sites. Be active on sites like irecommend.ru.
• Competitor analysis. This is a treasure trove of ideas. Analysis tools: megaindex.ru, ahrefs.ru, serpstat.com
• Search for thematic blogs. In this case, you need to look for good sites and negotiate the placement of links with their owners.
• PBN is a private blog network. Here you need to independently raise a network of blogs, from which links will then come. Quite effective, but expensive method.
• There should be more non-anchor links than anchor ones.
• The anchor list should be varied.
• Do not use rental links.
• We recommend minimizing the use of sites from permanent link exchanges.
• Post links to thematic resources.
• Maintain the growth dynamics. The number of links should grow slowly but surely.

Yandex is the No. 1 search engine on the RuNet. For many years, it has held the lead in terms of audience size on the Russian-language Internet among all search engines. If you manage to raise your site to the TOP of Yandex search, you will be able to attract more quality traffic than from Google or any other search engines.

Yandex ranking algorithms accurately build search results based on the region from which the request came. This gives you an influx of targeted customers from your city. The user will always be able to find you and make a purchase. By working on SEO promotion of your website in the TOP of Yandex, you will significantly increase its effectiveness by attracting an interested audience.

Stages of work

1. Drawing up a promotion strategy

As part of search engine promotion of websites in Yandex, we develop an individual strategy for each project in accordance with the customer’s goals to achieve the best result. You are getting:

• target audience analysis;
• study of major competitors;
• demand forecast;
• identifying ways to get the most out of your investment;
• compilation of a semantic core and clustering of queries;
• other necessary work.

2. Technical optimization of the site

We eliminate technical errors of the site for maximum indexing of the pages of your resource. You are getting:

• adjusting robots.txt and sitemap;
• mirror adjustment;
• troubleshooting site errors;
• redirect setup;
• checking the correct operation of 404 errors;
• other necessary work.

3. Text optimization of the site

We create texts for your website that will be of interest to users. Our copywriters take into account the requirements of new search engine algorithms and write texts according to the principles of LSI (a method of indexing text content in which topic-related lemmas, synonyms of keywords, and so on have weight). You are getting:

• drawing up technical specifications for texts and meta tags;
• development of meta tags;
• writing unique and interesting texts;
• other necessary work.

4. Improved usability

We make the site as user-friendly as possible so that more and more site visitors want to become your clients. You are getting:

• creating convenient internal linking (linking internal pages of the site with links);
• optimization of page loading speed;
• selection of easy-to-read font, text color and page background;
• other necessary work.

5. Study of commercial factors

Yandex takes into account the quality of presentation of goods or services on the website. Based on an analysis of competitors in the TOP 10, we determine commercial factors that are significant for sites in your niche in order to increase the number of conversions. You are getting

• adding a contact page;
• directory structure optimization;
• details of product cards or a more complete description of services;
• providing information about payment and delivery;
• placement of other commercial elements on the site.

6. Mobile SEO

• We create a website version adapted for any device for better ranking in mobile search results. You are getting:
• creating an adaptive version of the site;
• optimization for mobile devices;
• Maximum simplification of the ordering and payment process;
• promotion mobile version site.

You will also receive

We work with additional Yandex services to provide additional traffic.

• We monitor the indexing of website pages using Yandex.Webmaster tools
  This allows you to know exactly when a search robot visits the pages of your resource, which of them it indexes more often, and which ones less often. Based on this information, we make adjustments to the initial strategy and change promotion methods if necessary.
• We indicate the regional affiliation of your resource using Yandex.Webmaster, Yandex.Directory and Yandex.Catalog
  This increases the efficiency of regional promotion: the search engine determines that the site belongs to a specific region/city (Moscow, Ryazan, St. Petersburg or any other), so that users from your city find your resource by entering the query they are interested in in the search bar.
• We improve snippets using Yandex.Catalog, the “Products and Prices” service, micro markup
  Such snippets will attract the attention of users: they contain all available extensions and additional information.
• We install a Yandex.Metrica counter to evaluate traffic and analyze user behavior.

We collect statistics on the depth of page views, bounce rates, targeted actions, popular products and other information in order to make timely changes to the technical side of the site or content and thus increase conversion.

The share of this search engine in the Russian segment of the Internet is more than 50%. Every day the system processes millions of user requests and helps make hundreds of thousands of transactions. Search engine promotion of a website in Yandex guarantees a significant share of the success of any company. Contact Demis Group and you will receive targeted traffic to your website from the TOP 10 search results!

Features of search engine promotion of websites in Yandex

The first thing to consider when working with the Yandex search engine is the longer indexing period compared to Google. Be prepared that it will take quite a long time before new articles and links are taken into account for ranking purposes.

When ranking, Yandex pays great attention to the quality of the resources themselves. Even a well-optimized website with SEO-relevant content may rank far below the TOP 10 because the search engine considered the information on it to be of insufficient quality. Nevertheless, traditional search engine promotion methods remain an important component of developing a website for Yandex.

Let's consider the main factors that help promote a website to the TOP, and indicate their features when working with the Yandex search engine.

Technical optimization and its impact on website promotion in Yandex

Identification and elimination technical errors, setting up correct operation is one of the main stages of resource development. Incorrect actions may lead to its exclusion from the index. search engine and, as a result, negate all other promotion results. Yandex itself gives the following recommendations for technical optimization:

Reduce the use of redirects to a minimum. Excessive automatic redirection will significantly complicate the site indexing process. Use them only if page addresses change by technical reasons. In this case, you only need to use 301 redirects.

Set up a correct 404 response for non-existent pages. It is unacceptable to replace a classic page with a 404 error with stub pages with a 200 response. Such pages are perceived by the search engine as real, and it does not remove them from the index, which leads to slower indexing of useful content.

Debug and monitor the operation of the site engine. Often sites fall out of the search engine index due to problems associated with the engines of these sites. For example, the most common mistake- appearance large quantity duplicate pages due to incorrect script settings. It is expressed in the fact that the same pages have different addresses when you go to them from different sections of the site. The abundance of duplicates leads to a decrease in the site’s position or its exclusion from the index.

Develop and maintain a clear structure on the site. Each document must belong to a specific section. This will not only simplify indexing and help more effectively promote the site in the TOP of Yandex, but will also give users the ability to easily navigate. Try to navigate using the standard HTML markup format - the ‹A› tag. If the site uses other technologies (JavaScript or Flash), duplicate all links implemented through scripts in regular text. This will greatly simplify site indexing.

For large websites with many pages, it is recommended to use a so-called sitemap. This is a special service file with information about the pages of the site. Yandex allows you to upload a sitemap through a special service for webmasters - Yandex.Webmaster.

Use the Robots.txt file to limit the indexing of service information, as well as duplicate pages and automatically generated pages (for example, search results) of the site. The abundance of such pages significantly reduces the speed of indexing the main content. You can check whether the file is filled out correctly using a special service.

Use only static pages that do not contain a session ID. It is better if such pages include information about what is on the page (for example: www.sait.ru/katalog_tovarov). This will allow users to navigate your site more easily.

Content optimization and its impact on website promotion in Yandex

Recently, Yandex has stepped up its fight against different types spam on pages and increased requirements for content quality. The main requirements for the site content are:

• uniqueness;
• relevance;
• usefulness for the user.

Of course, the relevance of the content still plays a big role. But now it’s not enough to just add keywords to the text. Even properly optimized text will not have the desired effect if users find it uninteresting.

Understand whether users find necessary information or not, allows a special statistics service - Yandex.Metrica. This tool makes it possible to conduct a comprehensive assessment of the resource and identify the main problems based on the reactions of real visitors.

So, for example, if the bounce rate of a page is high, it means that users are not finding the answer they were expecting and the page needs to be redesigned. In this case, the problem may not be so much the low quality of the content as the form of its presentation. Simple text, lack of illustrations and infographics can negate all the copywriter’s efforts to write interesting material.

The impact of links on promotion and new ranking factors

At the beginning of 2014, Yandex abolished the influence of the link component in a number of topics. This marked the beginning of a new era in website promotion. Now resources related to the commercial sector are evaluated according to a number of additional criteria that are designed to determine the level of trust on the part of the search engine. These factors include:

• availability of complete information about the company, including details;
• availability of complete contact information;
• regular updating of the news section;
• availability of certificates;
• availability of delivery information and in various ways payment.

This information allows you to assess the reliability of the company and not rank sites that could potentially harm Yandex users.

Behavioral factors

When working to improve this indicator, you should first of all pay attention to usability. Yandex experts themselves say:

“The site should not only respond to the user’s request, but also present information in an accessible and easy-to-read form.”

Users will return again and again to a site that is easy to use and provides information in an understandable way.

Regionalism and personal search: turning new trends to the benefit of promotion

With each ranking algorithm update, more and more attention is paid to search personalization. At the first stages, this was manifested in the creation of a separate issue in each region. For example, for the same request, a user from Moscow and a user from St. Petersburg saw different sites on the Yandex search page. Now this is setting up search results for each individual user based on an analysis of his preferences. Remaining true to its mission - “to help people solve problems and achieve their goals in life” - Yandex tries to give each user an answer, taking into account not only his territorial location, but also his preferences and tastes. Which, of course, complicates the work search engine promotion sites under Yandex, but does not make it absolutely impossible. So, having studied yours well target audience in the right region (for example, in St. Petersburg), you can offer her exactly what she wants, thereby making personal search work for you!

Helpful 1