INTERNAL WEBSITE OPTIMIZATION. KEY FACTORS. Interest in internal optimization sharpened immediately after search engines declared war on link promotion. However, work on the technical part of the site, its content and design have always been a good practice. Today we will talk about the main internal factors that need to be paid attention to when preparing a resource for more active promotion.
Optimization of the tag Title
TITLE – HTML-tag that defines the text that will be displayed in the header of the browser when you open the site. Also, the information indicated there is displayed in the search results. That is why the content of the tag needs to be carefully worked out. Think of it as an ad headline.
There are three TITLE optimization rules:
place a key request within the tag;
prepare a unique title for each page;
make it so that you want to click on it when you see it in a search.
For all this, to optimize a site for search engines, it is important that the content of this tag is informative. It should clearly indicate what is placed on the page.
Optimization of Keywords and Description tags
We figured out the page title in the search engine results – it is determined by the TITLE tag. To create the site card itself, you need to prepare a snippet. This is a text description that also appears in the search.
A snippet is formed from the Description meta tag. However, each search engine has its own principles of work. For example, Yandex will take the information indicated there and show it in the search results if the request entered by the user is simultaneously present:
in the header H1;
in the Description meta tag;
in the text of the page.
It is important that there is a meaningful advertising message inside the tag. In this case, you increase the chances that the user of the search engine will open your site. The optimal length is 150-180 characters.
Keywords are an auxiliary meta tag. It is necessary to list all the keywords that relate to the page. Today there is no evidence that it seriously affects the results of search results. However, the algorithms are constantly changing, and at one point the presence of filled Keywords tags can be your advantage.
Text optimization Text
preparation for SEO purposes consists of adapting its structure. Need to add:
main heading (H1);
several subheadings (H2-H5);
bulleted or numbered lists.
The last paragraph does not affect promotion directly. However, it simplifies the process of reading text, which helps to improve the user factors of the site. They, in turn, are already ranked by search engines when ranking search results.
You must also add keywords to the text.
To optimize your text, you need to add keywords to it that you plan to advance on. However, the question arises, how many occurrences should be? Among optimizers, it is customary to talk about the density of key phrases. This is the ratio of the number of occurrences of the key to the length of the text in characters.
Since the site promotion in Google has its own characteristics, it is difficult to accurately determine the necessary density. Search engines work differently. In practice, the optimal density of occurrences most often is 3-5%.
To promote the site you need unique articles and images. In an effort to provide users with the highest quality result, search engines carefully filter out resources that consist of materials copied in other places. Non-unique content for them is a clear sign of the site, the creation, and design of which did not receive enough attention.
Even if you write articles and materials yourself, regularly check to see if copies have appeared on other pages on the network. Search engine algorithms are imperfect and they may well believe that it was you who “stole” someone else’s text. If a copy is found on any third-party resource, we advise you to contact its administration or simply rewrite your materials in other words (re-write).