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For effective SEO promotion, it's important to know what affects a website's rankings in search engines and which actions will contribute to growth. Google takes into account a number of factors for each page and the entire website, and here we'll tell you about the most important ones.
For convenience, we have divided everything that affects a website's SEO promotion into five semantic groups.
Factors that affect a website's SEO promotion:
- Domain
- Content
- Internal optimization
- External links
- Behavioral factors
Domain
You can influence the future rankings of a website even before its creation. For this, it's important to choose the right domain. Search engines take into account:
- Domain name: This can be the most targeted keyword for promotion or the brand. The second option is especially relevant if you plan to be in this business for a long time and work on the company's reputation.
- Domain zone: International, national, regional, or thematic - the choice depends on the business geography and specifics.
- Previous history and age: The older the site, the more authoritative it appears in the eyes of search engines. That's why many prefer domain names with history when buying. But age is far from everything that affects SEO promotion. The past is also taken into account, both positive and negative. If the domain has been under sanctions in the past, it will be very difficult to reach TOP positions.
Content
Factors that affect website promotion should be considered from the beginning of work on the resource. One of the important roles is played by textual content, which is the main SEO tool. Quality text can show the search engine and the user that the page fully corresponds to a specific query.
To positively affect the website's positions and reach the TOP in search results, it's necessary to:
- Optimize the text for specific thematic queries. Moreover, they should be organically included and not stand out from the general context.
- Maintain optimal keyword density and avoid over-optimization.
- Post the most unique, expert, and useful content for users.
- Structure the text - divide it into paragraphs, highlight important things in bold, use bulleted and numbered lists, headings, and subheadings. All this affects reading convenience, and therefore SEO.
- Update information in a timely manner to maintain its relevance.
But it's not just text that affects SEO. When optimizing a website, it's important to use different types of content - images, photos, infographics, various videos.
Internal Optimization
It's important to understand that SEO is also affected by a number of technical aspects that, although present in all resources, can be implemented differently. It's important to pay attention to the following:
- Security: Check your own resource for the absence of viruses and malware, use reliable hosting and HTTPS protocol. All this affects not only the website's positions but also the formation of loyal relationships with users.
- Loading speed: If the site is slow and the visitor has to wait more than 3 seconds for each page to load, you can forget about high positions in search results. The faster the resource loads, the better.
- Adaptation: Don't forget that the era of smartphones has come, and if your website is not adapted for mobile devices, you will lose a significant amount of traffic. After Google's transition to Mobile-first indexing, the search engine primarily scans content on mobile devices, so now this is what significantly affects SEO promotion.
- Structure: SEO includes developing the website's structure and navigation. It should be easy for the user to find the information they need and conveniently move between pages. Accordingly, if you make a serious mistake here, all subsequent stages of work will have significantly less effectiveness.
- Accuracy of robots.txt and sitemap.xml files: If search engines don't see your site, you can forget about further SEO promotion altogether.
- Absence of page duplicates: Duplicates are one of the factors that affect website positions, worsening the ranking. Carefully check the resource for the presence of page duplicates and remove them in a timely manner.
- Meta tags: The Title and Description of each page of the site should be as relevant as possible to the promoted queries.
External Links
Factors that affect a website's positions in search engines also include the external link profile. SEO promotion involves placing links on external donor sites. Search engines take their presence into account, but there are several nuances. The links should:
- be placed on reputable thematic platforms with good authority. It's better to have fewer but higher quality ones. Simple passage through catalogs no longer works and will harm the site rather than provide any benefit.
- be as natural as possible, i.e., placed immediately upon article publication, located in areas visible to users, have user transitions through them.
- grow calmly and gradually, maintaining the optimal percentage ratio of anchor and non-anchor options (on average 30/70).
Behavioral Factors
User experience in one way or another affects SEO promotion and determining the website's positions in search engine results, so it's important to provide the most comfortable conditions for visitors. Analysis of behavioral factors and web analytics in general will help find the weak points of the project, improve usability, increase the number of orders and conversion rate.
During the audit, pay attention to the following indicators:
- traffic source,
- bounce rate,
- viewing depth,
- session duration,
- conversion.
Brief Summary
It's important to know what affects a website's positions in search results and take all these factors into account during its SEO optimization. This will allow you to achieve noticeable results after just a few months of work.
And if you want SEOPLUS specialists to take on the promotion of your project, leave a request, and we will be in touch.
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