About behavioral factors and ranking

I decided to touch upon the PF topic again, especially since now it is more relevant than ever. The emergence of behavioral factors, or rather, their accounting by search engines breathed new life in the process of SEO-optimization - a little more creativity appeared.

In general, they started talking about them on the Runet somewhere in the fall of 2010, then a surge in the activity of conversations fell on the spring of 2011. Well, they appeared in the West.

Which of search engines was the first, I personally do not know. It is possible that Microsoft invented them for their Bing.com, in which they entered the parameter BrowseRank — « Letting Web Users Vote for Page Importance " - "Allowing Web users to vote on the importance of a particular page."

It also helps to keep the user on the site competent usability -a person should feel comfortable using your site. For example, if a website has a culinary theme, then the link to the "First courses" heading should be in a prominent place, and not somewhere in the footer, so that you can quickly find it.

Behavioral factors in Yandex and Google search results

It's great when your site's search engine rankings are okay. But it is necessary that he not only stand high in the TOP, but also have a good CTR. What it is?

CTR of search results - the number of clicks on the site title in the search results divided by the number of its impressions for a particular request. In many ways, everything is the same.

Why is it important? Because search engines monitor user behavior in their search results (in the SERP), then even very optimized and, being in the first position, gradually will give way to neighbors if people rarely switch to it from SERP.

You can fix it like this:

• compose beautiful Title for pages (headers);
• consciously form, Google, etc., thereby influencing the click-through rate;
• maybe using can help as well.

Among other things, these factors are influenced by the pumping.

If direct calls are made to your project ( type-in - entering a link in the browser line), transitions from emails, other sites, and also, this tells search robots that "The site is known, appreciated, well-known and trusted".

If we summarize and summarize everything, then we can simply say, as always - make a website for people! In more detail, then improve behavioral factors Ranking will be helped by everything that maximally delays the user on the page and makes him return to your site again and again - good CTR in the SERP, relevance, etc.

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What behavioral site ranking factors are used by Yandex and googll? What behavioral factors affect the ranking of sites in Yandex and Google? Hello! Today we will talk about the behavioral factors of site ranking. Let's discuss behavioral factors in the Yandex and Google search engines. These search engines, in my opinion, react slightly differently to the behavior of visitors on the site. Let's see what behavioral factors are, what factors are taken into account by the search engines Yandex and Google.

Site ranking behavioral factors are how people react to your site. It consists of many indicators, such as the click-through rate of a snippet, site visits, time spent on your site, clicks on links on the site, comments on the site, returns to the site, bookmarking your resource, transitions from social. networks, likes, reposts, etc.
There is a category of people who are trying to cheat the search engines Yandex and Google by cheating behavioral factors.
Even you and I can see if your blog has been winding up or not. 10 years ago artificial Intelligence was very strongly developed.
Have you ever played computer games?
It's not easy to beat the computer right?
It was a long time ago, imagine what algorithms are now embedded in the search engines Yandex and Google.
Therefore, I believe search engines see if your site is interesting to visitors or not.
Let's take a look at all the behavioral factors of a site's ranking in Yandex and Google search engines.

• Snippet clickability in Yandex and Google. If your site in the search engines, let's say the 5th, and click on it. This is a signal for the search engines Yandex and Google that your site should be ranked higher.
• Time spent on the site by visitors. In general, there are many misconceptions about this. Someone says 15 seconds, someone 30 seconds spent on your visitor's community is enough for you to count the transition. In my opinion, search engines take into account the behavioral factors of the site and not the time, i.e. activity on the site is important to them. It also happens that a visitor spends an hour of time on one page without performing any activity.
  I stupidly opened the page and went on walking, an hour later I took and closed your page. Meanwhile, Yandex metric shows 0 activity. In general, of course, if people come to you and immediately close it, this tells the Yandex and Google search engines that either you have a poor-quality site, or this page does not match the search query. This factor negatively affects the ranking of your site in google and yandex.
• Returning visitors to your site. If your site is subscribed to and bookmarked, Yandex and google will definitely notice it. Your site is interesting, it will be ranked higher than competitors.
• Comments on the blog. It has a very positive effect on the promotion of your site. Some are even ready to sacrifice the weight of the page in the eyes of search engines in order for their blog, site to be actively commented.
  Below I will tell my story on this factor.
• Transitions of users from social. networks. It has a positive effect on the ranking of the page and the site as a whole. Another thing is that these transitions are usually of poor quality. I will give my example. I have a group in contact, I post on it means a thematic post, a very thematic post! What do you think? There are transitions, but low activity, the time spent on this page is 5 - 40 seconds. Whereas, when you go to this page from a Yandex search, this indicator is from 40 seconds to 7 minutes with good activity with up to 14 visits! the same user to this page. In general, something needs to be finalized in VK ... VKontakte loves freebies), but even to read the page to the end is lazy).
• Differences in site topics. Everything is simple here, each topic has its own conversion rates and bounce rates. Commercial sites. It is clear that if a person goes over to a child for a doll, he is looking for a certain model. Try not to please the child? Weak ?!), yes to me). This means that the depth of the site will be 1 page. For the entertainment theme of the site, there are already completely different indicators.

Let's now look at how Yandex and Google react to behavioral factors and how this affects the ranking of the site. Let's start with Yandex.

I would call the behavioral factors of Yandex ranking as liberalism.
In my opinion, Yandex is generally alien to some kind of optimization. Yandex is very responsive to behavioral factors.
Let's take a look at this with examples.
I have a page on this site that is in the top Yandex.
This page is in the top 30 on google). Moreover, it is clear that google indexed much earlier.
In Yandex, she began to rank in the top almost immediately.
The most interesting thing is that this page is only 43% relevant to the search query!
How did she hook Yandex?

There are two reasons.
1. New information for the Yandex search engine.
I looked at sites in the top for this request, the information on these pages is completely different, i.e. uniqueness worked.
2. From the very beginning, visitors started to visit this page and left comments.
Yandex did not miss these moments.

Second example. I wrote a post, published it, it just so happened that clicks, comments went to it, there was a thematic link on the heading H2, there were several clicks on it.
What do you think, how does Yandex react to this?
Where is this page in the Yandex ranking?
Correctly! In the top 10, despite the fact that this site is young, that page is fresh, the request is quite competitive.
Those. ignoring all factors of optimization, relevance, TCI, trust, this page ranks very high in Yandex.
Over time, this page really slipped into the top 40), but that's another song.
Consider the behavioral factors of google ranking.

Behavioral factors in google ranking

If I rated the behavioral ranking factors of Yandex as liberal, then google is a conservative.
Although Yandex and google are the two best search engines.
For google, relevance, site optimization is important.
The examples that I described above for Yandex, google did not react in any way.
I did not notice any ups in the ranking of the site from google.
Slowly but surely, the posts on this site are starting to rank higher in the google search engine.
Only interesting factthat google can translate words and your post can get completely on incomprehensible request to the top.
That's all for me.
Did you have any interesting behavioral factors that caused your page to rank high?

You may already know that Google uses over 200 ranking factors in their algorithms ... So what are they?

Today is your day because I brought them all together in this complete list. Some have already been tested. Several of them are in doubt. Others are just idiots' speculations. But anyway they are all here.

Domain factors

15. The keyword is often used in site content: Emergence keywords in site content more often than any other is a positive factor in site relevance.

16. Content length:Sites with a lot of words in content are believed to cover the topic more broadly. Microsite Masters correlated the length of the content on the site with the position on the search results page:

17. Keyword density: While it doesn't matter as much now as it used to, Google nevertheless uses this metric to determine the main theme of the site. But do not cross the border, otherwise it can seriously harm on the contrary.

18. Hidden semantic metric in keywords (LSI *): LSI keywords help search engines understand the real meaning of a word when it has more than one, for example: (Apple or fruit). The presence or absence of the LSI Keyword can also serve as an indicator of the quality of the site and its content.

(LSI - Latent Semantic Indexing - Latent Semantic Index)

19. LSI keywords in "title" and "description" tags:As with content, LSI keywords in page meta tags help you choose the right meaning between synonyms. Also serve as a positive factor for the relevance of the site.

20. HTML page loading speed: Google and Bing use page load speed as a factor of relevance. Search engines can estimate the approximate speed, judging by the code of the page and the size of the files contained in it.

21. Duplicate content: Duplicate content on the site (even slightly modified) has a negative impact on its relevance.

22. Attribute "Rel \u003d Canonical":By using this attribute correctly, your content will not be recognized by Google as duplicate.

23. Page loading speed in ChromeGoogle may also use Chrome's user base for download metrics considering server speed, CDN usage, and other non-HTML speed metrics.

24. Image optimization:The images on the pages of the site convey important information to Google about its relevance through the title (title, description, signature).

25. Duration of content update:Google Caffeine recently, generously updated its news, especially for long-awaited users. Emphasizing the importance of this fact, Google shows the date when the content of a particular site was last updated:

26. Frequency of content updates: Frequency of edits and updates is also a factor in the freshness of the content. Adding and removing entire sections is much more effective in terms of relevance than making minor adjustments or changing word order.

27. Content update history: How often was the content updated? Daily, weekly? Frequency of updates also plays an important role in the freshness of content.

28. Keyword preference: Having a keyword in the first 100 words of a site's content is a positive relevance factor.

29. Keyword in tags "H2", "H3": The presence of keywords in these tags gives poor performance, as SEOMoz's noted:

30. Keyword order:An exact match in the order of the keywords in the query will definitely have a positive effect on relevancy, as opposed to a site with keywords in a different order. For example: User searches for: “ways to shave cats”. A page with optimized keywords for this phrase “cat shaving techniques” will have more relevance than sites with keywords in a different order “cat shaving techniques”.

31. Quality of outgoing links: Many SEO experts link to reputable sites and increase your credibility and relevance.

32. Theme of outbound link sites:according to SEOM oz, search engines can use the directionality of the sites you link to as a relevance factor. For example, if you have a site about cars and you link to a site about movies, then Google may take this as a negative factor in user searches for "cars".

33. Grammar and spelling:Good literacy and spelling of the content on your site is definitely a good sign, although Cutts expressed a mixed opinion in 2011 on whether it matters or not.

34. Content originality index:Is only original content posted on your site? Google uses an additional indicator of content originality and if your site's content was copied from another resource, this will play a negative role in the relevance of the site.

35. Useful additional material: According to a recently published Google directive, useful additional content is a measure of a page's quality. Examples: currency converters, loan calculators, and recipe sites.

36. Number of outgoing links: Too many "dofollow" links can reduce the page's relevance.

37. Media: Images, Videos and other media can serve as an indicator of the quality of the content.

38. Number of internal links sending to the page:Number of internal links sending to this page, may serve as a sign of the importance of this page relative to others on the same site.

39. The quality of internal links sending to the page: Internal links from authoritative pages on a site may have a greater impact than links from low PR pages.

41. Audience level:There is no doubt that Google measures the audience level of the pages of the sites:

But what is Google doing with this rather controversial information? Some argue that simple “basic” level information is easy for more people to understand, and the consequence is more relevant. However, Linchpin SEO has found that audience level is one of the factors that separates quality sites from cheap content purchased from rewriters.

42. Affiliate linksAffiliate links on their own may not negatively impact site relevance, but if there are too many of them, Google's algorithms may more closely test your site against other metrics to make sure it is not "affiliate".

43. HTML errors / WC3 validation: A large number of HTML errors or poorly written code are a factor in the poor quality of the site. Many SEO experts consider WC3 validation to be a weak indicator of quality.

45. PageRank of a page: In general, pages with higher PRs will also have higher relevance and vice versa.

46. \u200b\u200bURL length: Search Engine Journal noted that overly long URLs can negatively impact site relevance.

47. url path: Pages whose URL is closer to home page may slightly increase their relevance.

48. Custom corrections:Although not confirmed, Google has laid out a patent for a system that allows you to influence search results on a search results page.

49. Page category: A page in a category is a positive relevance factor. A page that is in a category closely related to the search query will receive a much higher relevance score than one that is less or not related to the query at all.

50. WordPress tags:Tags are a special factor in WordPress relevance. According to Yoast.com: “The Only Way To Improve Your SEO it is - linking one piece of content to another, and more specifically - grouping posts with each other ”

51. Keyword in URL: Another very important factor of relevance.

52. URL String: The categories in the URL string are readable by Google and can tell them what this page is about:

53. Citation of sources: By citing sources such as a scientific article, you can also increase your relevance. The Google directive also states that reviewers should monitor sources in their publications.

54. Markers and text numbering:Breaking your content apart with bullets and numbering makes it easier for readers to digest, and the text becomes clearer. Perhaps Google also understands this and prefers content with bullets and numbering.

55. The priority of the page on the sitemap: The page priority can be given in the sitemap.xml file. Higher priority pages can have more relevance.

56. Too many outbound links: Straight from the previously mentioned Quality Assessment Document:

Some pages have too many links, distracting from the main content of the page.

57. Number of additional keywords: Having additional keywords on a page can also give Google a quality mark for the page.

58. Page age: Although Google prefers fresh content, old pagewhere content is constantly updated will outperform another newer page.

59. User friendly page layout:Referencing the google directive again:

Page layout the highest quality makes its main content much more visible.

60. "Parked" domains: In December 2011, a Google update significantly reduced the frequency of displaying "parked" domains.

Site factors

62. "Contact Us" page:More than once the aforementioned directive states that Google prefers sites with enough contact information. ” It will also be an advantage if your contact Information will match with the domain information.

64. Site architecture: A well-designed site architecture (especially the silo architecture) helps Google parse your content properly.

65. Site update: How often the site is updated - especially how new content is added to the site - is a critical indicator of the freshness of the site's content.

66. Number of pages: The number of pages on a site is not an important indicator of a site's authority, but at least this site will be easily distinguished from a "partner" site.

67. Sitemap availability: Having a sitemap helps search engines index your pages more thoroughly, improving relevance.

68. Site Uptime: Long time "outages" of your site due to technical work or problems on the server can harm your relevance.

69. Server location: The location of the server may be affected if it is different from the location of the request. It is especially important when searching “in your region”.

70. SSL Certificate (e-commerce sites): Google confirmed they pay attention to SSL certificates. This applies to e-commerce sites using SSL certificates.

71. "Terms of Service" and "Privacy Policy" Pages: These two pages help Google understand that this site is a trusted “member” of the worldwide web.

72. Repetition of local content: Duplicate pages and meta information on your site can negatively affect the relevance of your site.

73. "Breadcrumb" Navigation:It's a user-friendly way of organizing your site's architecture that helps them (and the search engines) where they are on the site.

Hello everyone!

When ranking in search results, Yandex and any other search engine takes into account a lot of things, including behavioral factors (PF). Let's try to understand their impact on search engine promotion. Let's go!

Behavioral factors are indicators of how users behave on your web resource. And to be precise, then:

• How much time they spend on the site;
• Which one;
• How many pages are viewed when visiting;
• How they interact with various elements of the site;
• Well, there are many other factors.

All this is taken into account by search engines and is subsequently used to rank sites in the SERP: the better the PF, the higher the site's position. After all, Yandex and Google have recently been focusing on the usefulness of search results for their users.

How do PSs get data on user behavior?

It is quite simple to transfer data about your visitors to Yandex. And you thought why is it free? The exact same situation occurs in Google, only with.

Of course, they cannot rely solely on PS analytics systems, so there are several more ways through which they recognize the behavioral factors of the site:

1. Browsers. Nowadays, you can forget about confidentiality, since each browser can transmit information about you to search engines. And browsers from Yandex and Google: Yandex Browser and Chrome, respectively, transmit an even larger array of data about you;
2. Special browser extensions. Probably, everyone has pre-installed add-ons from popular search engines, for example, an email client. They can also collect information about user behavior;
3. And there are many, many more ways to get the data of interest to the PS.

Thus, it turns out that we are all lost godlessly, which makes the life of an SEO-optimizer only more difficult. After all, search engines put the user at the head, which means that all sites presented in the search results should be formed so that he receives the most complete answer to his question with convenience.

Promotion by behavioral factors

Let's think about how behavioral factors affect a website's ranking. So:

The search engine has some data about each site, among which yours is presented, for a specific request. You are in 9th position, and your main competitor is in 3rd. Your task: to enter the TOP-3.

To complete your task, you hired a copywriter with a high level of texts and filled your site with content. And they did it so that the user received the most chewed answer to his question. Traffic flows to the page for this specific request, but if you take the TOP-3, you will get even more visits.

The page of the main competitor is inferior in the quality of your material and the user who switches to it does not receive a proper response and does not stay there for more than a minute and a half. Whereas visitors to your page are on it for almost two minutes more, and even show activity in the form of clicks on various links. The search engine noticed this.

What do you think will happen next? If your page is more user-friendly and gives a more comprehensive answer, from which he is delayed for a long time, compared to the main competitor, you will take a more advantageous position, and the competitor will be lowered down.

From the above example, we can conclude: in order to have good positions in the PS, you need to create a website based on the needs of users. That is, the web resource must be convenient for interaction and useful... It is on this that the principle of promotion by behavioral factors is built.

However, due to this mechanism of the search engines, one insidious "black" appeared - the cheating of behavioral factors.

Cheating behavioral factors

This method was at one time very popular among SEO-optimizers, as it was highly effective. But soon the PS caught this trend and put forward a response to such mischief in the form of a filter for cheating behavioral factors.

The principle of the method is as follows:

1. You register with the PF promotion service;
2. Choose a method: catch up with robots or real people;
3. Then you feel a gradual improvement in behavior;
4. PSKI also see this and raise you in the SERP.

At first glance, everything is simple, but the filter quickly calculates all this action and gives a harsh punishment. And he calculates it like this:

For robots, that is, automatic PF promotion, similar IP addresses, similar browsers, similar devices, and similar behavior are typical. By comparing all data about visitors, the filter identifies this crime and punishes.

If you decide to catch up with real people, that is, use manual wrapping, then the filter can calculate this by the history of interaction with the search for the person who visits your site. A normal user won't be interested in cars in one day, culinary recipes and IT technology or whatever.

Therefore, experienced webmasters advise against resorting to such services, because it is much better to improve the behavioral factors of the site in natural ways.

How to improve behavioral factors?

There are several “white” ways to improve PF:

1. Literate;
2. Filling the site with useful, interesting and comprehensive material. For this it is suitable as

For several years I have been engaged in search engine promotion of Evgeny Popov's sites. For those who do not know, Evgeny Popov is known as a successful information businessman and the author of numerous training courses on the topic of creating websites and information business.

Recently Eugene asked me to prepare an article on the most important ranking factors for Yandex and Google. I collected and analyzed information from many authoritative sources, plus additionally supported it with comments and explanations from my many years of experience in website promotion.

As a result, a rather useful PDF report was created, which was named “ 34 main ranking factors for Yandex and Google". This report was created at the end of 2016, but all of the above factors are still relevant in 2018, as they are periodically updated. Especially considering the latest innovations from search engines. Not so long ago it was launched new algorithms: Baden-Baden from Yandex and Google Fred.

For those who do not like to download something, I post below the full content of the analytical material titled: "34 main ranking factors for Yandex and Google in 2016-2017."

ABOUT SELECTION OF FACTORS

Reading hundreds of factors (which search engines take into account) is interesting, but not very useful in terms of practical application. Most of the existing materials on this topic are either outdated or initially not adapted for the Russian-language Internet.

We have analyzed many publications and studies of various factors in authoritative sources (links are provided below). Additionally, we checked all these statements with the statements of the leading developers Google and Yandex. The result is a selection of the most important factors that are taken into account by modern search engines Yandex and Google.

But we have provided not only a description of the factors themselves, but also gave detailed explanations on them so that you can implement certain points on your sites and get real benefits in
the growth of positions in search engines.

Please think for us. Take away the extra “water” and give us a more realistic sample ”- such a request was expressed by one of the webmasters.

I would like to emphasize right away that you should not try to find out and take into account absolutely all factors of search engine ranking. This is a waste of time. And after reading the text below, you will understand why.

According to the data known from the developers Yandex takes into account more than 800 factors ranking, and Google (at least) 271 factors.

Data on Yandex was obtained from an interview with the head of Yandex search services Alexander Sadovsky for www.sostav.ru, as well as from other statements of officials.

Google data is based on research by northcutt.com.

Additionally, materials from the article by Brian Dean (Brian Dean, Internet resource backlinko.com) were used. In his work, a foreign SEO specialist described more than 200 factors that Google takes into account when building search results.

The following is a useful analytical material, but it in no way claims to be the ultimate truth.

Additional explanation:

The dark color represents the Russian translation and the description of the factor with of English language (info taken from Brian Dean's article http://backlinko.com/google-ranking-factors).

The blue color indicates the decoding of a specific factor. You can read not only the description, which is adapted to the modern realities of the Russian-speaking Internet, but also get valuable advice from 7 years of practical experience from SEO specialist Ruslan Savchenko.

FACTOR # 1. DOMAIN AGE

« The difference between a six-month domain and a one-year-old is actually not that great - Matt Cutts is the head of Web Spam and Search Quality at Google.

Search engines certainly take into account the age of the domain ... but this is not a very important factor.

Ruslan Savchenko: It's actually very important to distinguish between domain age and site age. Many novice webmasters buy long-registered domain names, but sites on these domains have not developed.

Search engines take into account the "age of the site". If the site was unavailable for a long time or there was a temporary page ("stub") - this does not count towards age. In general, you should not focus much on the age of the domain, it is more important to work on the quality of the site.

P.S. When buying a new website (domain), be sure to check its history through the service https://archive.org/web/.

FACTOR # 2. PRESENCE OF KEYWORDS IN THE DOMAIN

Doesn't have the same effect as it did before, but the presence of keywords in the domain name still counts. After all, search engines still bold keywords that appear in a domain name.

The keywords in the domain name are taken into account, although this is far from the most important factor. But if it is possible to register a domain name with a key phrase that accurately reflects the name and theme of the site, then why not?

If there are keywords in the domain, they are highlighted. Accordingly, the click-through rate in search results increases. If a user sees in the site address a selection of words that he typed in the search bar, the probability of going to the site increases. This is a positive factor that is also taken into account.

FACTOR # 3. DOMAIN HISTORY

A domain with a frequent change of ownership (via WHOIS) or in case of an untimely renewal of registration ("drop") can force search engines to "reset" the history of the site and stop taking into account links pointing to the domain.

It is highly desirable that the domain owner does not change frequently. Each change of ownership temporarily "freezes" the trust accumulated in the site. Search algorithms are waiting for what the new owner will do with the site.

It is worth noting: if you drastically change the content of the site (not the design, but the theme and the content itself), then the search engines will also nullify the credibility of your site. Domain age will no longer have the same effect.

FACTOR # 4. EXACT MATCH DOMAIN

Exact match domains (EMDs) can still give you an edge ... if you have a quality website. But when a low-quality site is hosted on such a domain, it is weakly protected from the EMD algorithm.

First, let's decipher what a so-called exact match domain (EMD) is.

EMD-domain (Exact Match Domain) - if translated verbatim, it is a domain with the exact occurrence of keywords. When you register a domain name that consists solely of a popular keyword phrase, it can raise suspicion among search engines. Domains at greatest risk are:

• with the words in the title "buy, download, free, etc.".
• if the domain name contains only words from a popular keyword, but there is no unique brand name, etc.
• If the domain consists of 3 or more keywords, for example, "buy cheap real estate in Krasnodar." Google has developed a special EMD algorithm that fights against so-called EMD domains.

The factor of the occurrence of keywords in the domain name has less and less influence on search results, but other things being equal, search engines will give preference to a site with a narrow topic name (containing keywords) than a portal with a general topic.

Which site, in your opinion, best answers the query "BMW repair". A site with the domain name AvtoMir.com or a site Remont.BMW-club.com? I am 100% sure that (excluding other factors) preference is given to the 2nd option. Google and Yandex think the same way.

By the way, it was not for nothing that I gave an example with the 3rd level subdomain Remont.BMW-club.com. The option with the 2nd level domain Remont-BMW.com would not be optimal.

Search engine representatives noted that they are very distrustful of second-level domains, which consist solely of keywords. These are the domains that risk being punished by the EMD algorithm. This is not surprising, because not so long ago, just on such domain names, sites ("doorways") that are useless for people were created.

But if the domain name is the name of your company or brand combined with a keyword, then this is a good option and it does not threaten EMD.

Moreover, if you have a choice: register a domain consisting of keywords or from the name of your brand, then it is better to give preference to the second option.

After all, even if you are not afraid of the EMD algorithm, then the links leading to your site will no longer be able to be completely anchor-free. And for this you can get punishment from other algorithms and filters. For example, the same Google Penguin and Minusinsk from Yandex, which punish sites for a large number of external links with direct entry of keywords into the anchor.

But this is already a topic for another big conversation, so let's move on to the following ranking factors.

FACTOR # 5. PRESENCE OF KEYWORD IN TITLE TAG

The title tag is the second most important SEO parameter of a web page (after the content itself) and therefore has a strong influence on the ranking for a particular search query.

Do not forget that it is the content of the "title" tag that Yandex and Google show in search results.

If we explain the work of search engines as simplified as possible, then the response to a user's request is formed based on the keywords that are present in the title tag, as well as in the text of the page itself. This is one of the most important SEO parameters.

Another thing is that in no case should you oversaturate the text and title of the page with keywords. For this, modern search engines have various sanctions: starting with the "unique header" filter, ending with algorithms that punish overspam, excessive content of keywords in the text of the page, etc.

FACTOR # 6. THE TITLE TAG BEGINS WITH A KEYWORD

It is important to understand that there is a page title (found in the title tag) that users see in search results.

But there is also a heading for the text on the page (it is in the H1 tag). Users see it after they have switched to the page of the site itself.

Both of these headings are very important for a site's search engine optimization. Therefore, the passphrase must be present in both tags.

FACTOR # 9. KEYWORD IS FREQUENTLY USED IN THE TEXT OF THE DOCUMENT

If a keyword appears in the text of a page more often than any other, then this is a positive factor in the correspondence of the page to a certain search query.

That is why a few years ago, SEOs created SEO texts with a large occurrence of keywords, highlighted them in bold, etc. In modern conditions, for a large number of keywords in the text, you can quickly get a "spam filter" than achieve some bonuses to the relevance of the page.

Therefore, write texts that will be interesting for people to read, create pages that can solve a specific user problem. In modern conditions, even one occurrence of a key phrase in the text is already enough for it to be relevant to a particular search query.

FACTOR # 10. LATENT SEMANTIC CONTENT KEYWORD INDEX (LSI)

LSI keywords help search engines determine the meanings of words with more than one meaning. For example, the word Apple is computer company or fruit. The presence or absence of LSI can also be an indicator of the quality of the content on the site.

In recent years, the term LSI copywriting has even appeared. And compliance with certain requirements allows you to increase the relevance of a certain text and, accordingly, the entire page as a whole. Let's try to understand what LSI is.

To begin with, I will give a quote, which in no case should try to understand inexperienced people. If you are a beginner, skip this paragraph right away. But it is precisely such concepts that are given when in some authoritative sources such terms are tried to be explained in a more "scientific" language: " LSI is a term document matrix singular value decomposition that allows you to catch the key components of this matrix and ignore the noise.»

Have you read it? Forget now. I will try to give a clearer explanation:

LSI is a way to determine the subject matter and quality of a text based on an analysis of the words it contains. Simply put, if the words "engine", "wheel", "steering wheel" are found in the text, then, most likely, the text is about a car.

Search engines have begun to introduce algorithms that combat oversaturated texts with the same keywords. If the same key phrase is often used in the text, then the search engines Yandex and Google have questions about the quality of the material.

Either this is an attempt to artificially increase the importance of the page for a specific search query, or the author is not very competent in this topic, since he cannot use synonyms and, in general, a richer vocabulary. Both the first and second options can lead to a decrease in the page of the site in the search.

The quality of text formatting, the absence of grammatical errors and many other parameters are also taken into account.

Texts that are written taking into account the LSI requirements rarely fall under any filters and are much easier to rise to high places in the search. This is especially true in highly competitive topics.

P.S. Analyze your competitors who are in the first places in Google and Yandex. Look at the design of their pages, what words they use in their texts, etc. This will give you a lot of food for thought if your site is not yet in the TOP.

But this is a really big topic, and I don't want to bore you, so let's move on to the next factor.

FACTOR # 11. LSI KEYWORDS IN THE TITLE AND DESCRIPTION TAGS

As with site content, LSI keywords in the page's meta tags help determine the correct meaning of synonym words. It is also one of the relevance factors.

Based on the context, search engine algorithms understand what topic a word with several meanings belongs to. For example, a heading appeared on the site: “A new pop star has been lit”. If the title did not include the word "stage", it would be unclear to what topic this fragment of the text should be attributed - to astronomy or to show business.

That is why it is important that the tags "title" and "description" always contain words that clearly define the theme of the page on your site.

FACTOR # 12. HTML PAGE LOADING SPEED AND TECHNICAL ERRORS ON THE SITE

Search engines consider page load speed as one of their ranking factors. Search engine bots can estimate your site speed fairly accurately based on the page code and the size of the downloaded files.

This is not the most important factor. The same Alexander Sadovsky (head of Yandex search services) stated that algorithms do not punish the site for any technical errors and shortcomings.

But if there are no direct sanctions, then there is an indirect negative impact on the ranking. For example, if the pages of your site take a long time to load and errors constantly appear on them, this annoys users.

More often than not, dissatisfied visitors will simply close your site and go to your competitors. Accordingly, the so-called behavioral factors deteriorate on your site. And they already directly affect the ranking. Moreover, there is a bounce rate. In particular, when a user spent less than 15 seconds on a page of your site and returned back to search.

Accordingly, search engines will demote your site in search results not for the technical shortcomings of your site, but for the consequences they cause.

FACTOR # 13. REPEATING CONTENT (INCLUDING DOUBLE PAGES)

Identical content on the same site (even slightly modified) can negatively affect the site's visibility in search engines.

Duplicate pages, duplicate content on different pages are quite negative factors. Thus, you take the "weight" from your own pages.

Moreover, you force search engine robots to index unnecessary non-unique content (pages). And search bots have a strictly limited time for each site.

FACTOR # 14. IMAGE OPTIMIZATION

The images on the pages convey important information about their relevance. Search engines determine the subject of images by analyzing the file name of the image itself, and the text that is in the tags: alt, title, description.

Ideally, you need to fill in all the tags and make captions for pictures. Especially the alt tag (alternative text of the image). Search engines pay attention to its content in the first place.

Therefore, sign what is shown in the pictures. It is also desirable that the image description tags contain keywords for which the page itself is optimized.

FACTOR # 15. FREQUENCY AND SIZE OF CONTENT UPDATES

Search engines love recently updated content, especially for time-sensitive queries.

Search engines love sites that are updated frequently. Of course, your old posts can also rank well, but if you make significant changes to them, add something, improve it - all this will only be a plus.

Keep your content up to date, or write new posts and link to them from your old pages.

FACTOR # 16. VISIBILITY OF A KEYWORD

The presence of a keyword in the first 100 words of a page's content is considered a significant signal of relevance.

After all, if a user comes to a page of the site and already at the beginning of the page did not find an answer to his request, then he, most often, will close your site and go to search further. Search engines also understand this, so the presence of a keyword at the very beginning of the text has a double meaning.

FACTOR # 17. OUTBOOK QUALITY AND TOPICS

Moreover, many novice webmasters have read out-of-date myths that outbound links take away valuable weight from their site and therefore add rel \u003d "nofollow" to all outbound links. Thus, they not only do not save the weight of their pages, but simply give it to nowhere.

Plus, this approach harms your site. After all, rel \u003d "nofollow" should be set only if you refer to a non-thematic resource.

Experiments were carried out on various sites. So the pages from which there were links to high-quality thematic materials on the topic were ranked higher in the search than pages from which there were no outgoing links at all.

The logic here is simple. Even the incredibly authoritative Wikipedia, which has a TIC of 150,000 and a huge trust from search engines, always refers to sources and additional materials on the topic. You will say that they have all outgoing links closed with the rel \u003d "nofollow" parameter. Yes, it is, but it was done to protect against spammers. Since these measures have not yet been taken, many webmasters and SEOs have tried to get a link from Wikipedia at all costs.

But the conclusion is simple. If you are not a well-known expert in your field and your Internet resource does not have much trust on the part of search engines, then the algorithms of Yandex and Google are unlikely to believe that you wrote a very high-quality article without using a single source and never citing anyone ...

It's even worse if you rewrite or, more simply, rewrote someone else's article in your own words. This is what search engines are fighting against, and their algorithms have already learned very well to identify authors and plagiarists.

By the way, this is a small secret of why large analytical articles with non-unique parts of the text, but with links to sources or other materials on the topic, occupy high places in the search. Likewise, news aggregators live successfully, which publish non-unique materials, but always put active links to sources.

There are other practical secrets and nuances about outbound links, but it's time to move on to the next factor.

FACTOR # 18. USEFUL SUPPORTING CONTENT

According to the now publicly available Google Rater Guidelines, useful supporting content is an indicator of page quality (and therefore an additional ranking factor). Examples include: interest and loan calculators, currency converters, interactive recipes, etc.

Everything additional functions and opportunities that benefit your site visitors also provide additional ranking bonuses. All additional "chips" affect not so much directly as indirectly. After all, while a site user is using a calculator or other function, he or she spends extra time on your site.

Thus, by satisfying and engaging your site visitors, you improve user factors - and this is very important in modern conditions. These factors have a direct impact on the position of your site in google search and Yandex.

FACTOR # 19. MULTIMEDIA MATERIALS ON THE SITE

Images, videos and other multimedia materials can serve as a signal of the quality of the content.

Continuing the previous factor. With beautiful pictures and high-quality videos, you can delay your site users and improve behavioral data. Plus, search engines rank better pages that have images and videos.

All other things being equal, a page with at least one picture will rank higher in the search than its purely textual counterpart.

FACTOR # 20. QUANTITY AND QUALITY OF INTERNAL LINKS POINTING TO A PAGE

The number of internal links to a page shows its importance relative to other pages on the site.

The quality and quantity of links to the landing page is important. Each page on your site has a certain "weight". It can grow if external links from other sites lead to this page or there are links from pages on your site.

Accordingly, when you wrote a new article on some topic, think about it, maybe you already have an article on a similar topic and it would be appropriate to refer to it for the desired key phrase?

FACTOR # 21. LENGTH OF URL

Search Engine Journal notes that URLs that are too long can harm the page's relevance.

There is such a tendency. It is advisable to create short URLs for the pages. Ideally, they should consist of 2-3 keywords written in transliteration.

FACTOR # 22. LIVING PEOPLE ASSESSORS

Although this has not been confirmed, Google has filed a patent for a system that allows human editors to influence the SERP (search results page).

The so-called assessors are indeed present at both Yandex and Google. Of course, there are millions of sites, and it is unrealistic to evaluate all search results manually. But the highest places (TOP 10) of search results in the most competitive topics are assessed, among other things, by special assessors.

That is why initially low-quality sites have very little chance of reaching the TOP of search results. Even if we assume that the owners of “bad” sites will guess the current algorithms of search engines and come out on top in the search, then there will be very little chances to stay there for a long time.

FACTOR # 23. WEBSITE OPTIMIZATION FOR MOBILE DEVICES

The creation of responsive sites in our time is no longer a tribute to "fashion", but a real necessity. Sites that are not adapted for mobile devicesare getting penalties from search engines and dropping heavily in mobile search results.

It's no secret that most modern people looking for goods and services on the Internet, including from tablets, mobile phones etc.

In some topics, the percentage of users who visit sites exclusively from mobile devices reaches 80%.

Therefore, if you still have not made your website design responsive, then it's time to urgently do it. You are simply losing new visitors and potential customers.

FACTOR # 24. COMMERCIAL FACTORS

If you have a commercial site, then modern commercial factors have a rather serious impact on its position in search. These include: the presence of a contact page, a convenient order form, the availability of delivery, the availability of customer support, the breadth of the range of products, etc.

In fact, there are over 30 of the most important commercial factors alone. This is a specific topic and there are many nuances here, so we will consider this issue in detail separately.

FACTOR # 25. LINKS FROM OLD DOMAINS

I completely agree. But it's worth noting that getting links from reputable domains is quite difficult (or expensive). Of course, there are some interesting methods for getting quality and natural links (including no cost). But this is a large separate topic, so let's move on.

FACTOR # 26. NUMBER OF REFERENCE DOMAINS

The number of referring domains is one of the most important ranking factors in the Google algorithm, as you can see from the Moz chart (the horizontal axis is the position in the search results list):

My personal observations also confirm the information described above. It is better to have 10 backlinks from 10 different domains than 20 links from the same domain.

FACTOR # 27. LINKS FROM COMPETITIVE SITES

Here we are talking about the following. For example, you are advancing on the query: "buy a car in Moscow." If you received links from sites that are in the TOP 10 for the same query, then this would have a powerful effect.

But let's be realistic. In highly competitive topics, no one wants to link to a competitor. Unless you're a genius of threats or diplomacy.

Although in my practice there have been cases when I managed to get a non-anchor link (just by the URL) from a competitor's website in the TOP 10. But this is more an exception to the rule.

At the same time, it is not necessary to try to get links from direct competitors. See sites outside the TOP 10. Moreover, you can search for sites with related queries in the same subject.

By the way, there are several interesting approaches to information topics, thanks to which you can get links from "indirect" competing sites. This is an important and large topic, so we will definitely consider it separately.

FACTOR # 28. LINKS AND REFERENCES OF THE SITE ON SOCIAL MEDIA

Links and mention of your site name in social networks give both direct and indirect effect for promotion. By the way, some social networks work better for Yandex, and some for Google. And it's not just about Facebook, Twitter and Vkontakte.

Moreover, there is an approach that allows you not only to increase the credibility of the pages of your site (through links from social networks), but also to further promote specific search queries.

Also, now it is becoming more and more important to work on getting not only links, but also reviews, mentions of your site in various forums, recommendation sites, in the same social networks. Including when on this or that Internet resource there is no backlink to your site at all, but there is only mention of a brand or domain name in the text.

This direction is called crowd marketing and it is difficult to do without it in order to achieve high results in competitive topics.

FACTOR # 29. THE QUALITY OF THE CONTENT THAT IS SURROUNDING THE LINK

Everything is logical here. If the donor page from which the link to your site will be has high-quality and interesting content, beautiful design, useful pictures, videos, etc., then it can take higher places in search engines. And such a page will have more trust from Yandex and Google. Accordingly, links from such a page will have more weight and authority.

It's pretty silly to acquire a link to your site from a quality site, but be hosted in some kind of uninteresting and poorly designed content. It is even worse if this page will be placed in some section with a large nesting level. For example, it will be placed in very old material in the archive.

Moreover, the owners of high-quality Internet resources are unlikely to allow poor quality materials to be posted on their website. And if they allow the publication of bad articles with links on their site, then immediately questions arise about the prospects and the value of such a donor site.

FACTOR # 30. FAILURE RATE

Search engines may well use users as quality testers (if there are a lot of bounces, the site is most likely not of very good quality).

"Refusal" is considered when a user has spent less than 15 seconds on a specific page of the site and went back to the search results. This factor, combined with other behavioral data, allows search engines to further evaluate the quality of certain web pages.

FACTOR # 31. REPEATED SITE VISITS

Search engines can also see if users return to the site after the first visit. Repeated traffic can increase your site's position in the search results list.

Not only repeated visits to the site are taken into account, but also many other actions. For example, how often users bookmark a site, whether they go to the site directly from the URL, whether they enter the site name in a search, whether they share links to the site, etc.

FACTOR # 32. NUMBER OF COMMENTS ON THE SITE

Pages with a lot of comments can be a signal of user activity and an indirect confirmation of the quality of the content.