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The main factors of search ranking in SEO project promotion

What exactly affects the successful promotion of the site to a profitable position? There are many factors.

Website structure and navigation

Search bots have learned to determine the behavior of people on the site and understand whether the site suits him or not. These are the so-called behavioral factors, which now have a very strong influence on the ranking of a website.

When working on navigation and structure, optimizers rely on the following rules:

  • how convenient and understandable site navigation is;
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  • is it easy for bots to evaluate the structure;
  • how well urls are indexed;
  • whether all landing pages are present on the site;
  • whether technical nuances are provided;
  • to what extent the internal link weight is well distributed.

Article content of the site

Behind the increase in behavioral impacts, a natural increase in the overall quality of the resource is required.

Texts in the catalog, blog, characteristics and descriptions, images; this entire media content is seen by the person who comes to your site. And the content should be essentially high-quality, interesting and necessary, creating a feeling of a realistic presence in the hypermarket.

Working with content involves performing a lot of tasks:

  • evaluating commercial functions and finding the strengths of a store or company;
  • testing the simplicity of the content according to the needs of readers;
  • formation of technical requirements for the development of selling articles;
  • < li>attribute directive and adding informative blocks;

  • procedure for checking the visibility of meaningful texts for search engines.

Text content is still very important. Therefore, during SEO promotion, a lot of attention is given to it.


Various technical disadvantages can negatively affect the results of promotion. Employees are engaged in technical and internal optimization. It consists of the following:

  • checking the desktop and mobile versions for compliance with the requirements of search engines;
  • thin analysis with the search for all errors;
  • controlling site security and ensuring the protection of user data.

Monitoring the technical condition of the Internet resource is required constantly, as well as current trends in the field of search engine optimization.


We are talking about strengthening the link profile using proven thematic platforms. Professionals find high-quality trust donors and place links to them that lead to the client’s resource. Social networks and various forums are also used. The off-page optimization cycle is done carefully so as not to penalize the website from search engines.

What do the moments of SEO site promotion look like

Testing the niche of the customer and the target audience (TA)

First of all, you need to check the environment environment and find out how the main competitors are engaged in promotion. It is also recommended to understand the preferences and needs of the target audience, because it is for them that the website is being created.

For all this, a detailed analysis is done. Employees fix successful methods of promoting their competitors, make a general description of the target audience and make a portrait of a potential client indicating its detailed characteristics.

Analysis of the site and competition

Initially the website should be tested for critical errors that can ruin all subsequent stages of promotion. During the audit, you can find ranking limitations, problems with indexing, evaluate the visibility of the site in the search engine results and study technical indications to the smallest detail.

Keyword analysis

At this step of promotion, work starts with the semantic core that describes the service or product of the customer. This is one of the main stages, since the output of the resource to the top for the necessary search queries depends on it.

Working with the semantic core looks something like this:

  1. Defining keywords that capture all search interest in the niche of the promoted resource.

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    2. Collecting search queries with key data and their synonyms.
    3. Checking keyword competition.

    When selecting, informational and commercial requests are taken into account, which will now help in writing a further promotion strategy. And for a more efficient and convenient course of work, our masters use a variety of opportunities and online services.

    Cluster analysis of basic queries

    Another important stage in working with semantics. It assumes segmentation of words on os D0%B8″>new search results. The essence of clustering is to combine keywords into whole groups with subsequent placement on landing pages.

    Promotion specialists usually use two methods of clustering in practice:

    1. Soft. Only one key request is taken as a basis, and other similar phrases are compared with it by the number of common urls in the top ten search results. If the number of these common URLs is above the specified threshold, the search query is added to one cluster.
    2. Rigid. Key words are formed into one cluster only if the search contains the same url for almost all the studied keywords.

    After the work is completed, the customer receives a ready a list of key phrases divided into clusters, each of which will be located on a specific page of the website.

    Formation of the site structure

    This is an important part of the website, affecting the convenience of its use and the final results of the promotion as a whole. During the formation of the structure, specialists use the clusters acquired at the previous stage.

    Internal optimization

    All tasks within this stage are aimed at Improve the site’s organic visibility. Employees of our studio seriously improve the site and content, taking into account the requirements of Internet search engines and real people.

    When working with internal optimization, attention is paid to a considerable number of tasks:

    Technical optimization. Specialists adjust system files, work on sitemaps, check for indexing, set up redirects, language versions, eliminate page duplicates and do more.

    Optimization of articles. Optimization specialists make up those. task for writing texts using previously developed keys. At the same step, meta tags are additionally filled, internal reforging of pages is established, images are optimized.

    Studying commercial factors. We are talking about such site details as a callback and order form, product cards, a section with company and contact information, and much more that today affects purchase decisions.

    Search engine optimization is very laborious process. And one of the difficult stages is precisely the study of internal factors. But the better and better this step is taken, the better results you can achieve.

    Development of commercial factors

    • callback, forms, etc.);
    • availability of order buttons;
    • product card optimization ( availability, characteristics, etc.);
    • the presence of a page about the company and contacts with detailed information;
    • EAT factors.

    SEO promotion of a website is the most time-consuming stage of work, which is done on an ongoing basis. A website must meet all the rules of Internet search engines – be of high quality, very fast, convenient for visitors.

    External optimization

    It provides for working with the reference mass of the resource. Specialists are engaged in the selection of thematic platforms that will link to your website. This will allow you to get a natural increase in site traffic from external channels. Internet search engines positively evaluate the presence of such backlinks.

    Analysis of behavioral impacts

    In the course of SEO promotion, you need to carefully analyze these parameters, such as the time spent by the client on website, number of pages viewed, bounce rates, etc. The more specific the quality of the metrics, the more quality the resource seems to be for search engines.

    In order to raise the behavioral factors, the staff of the studio GlWeb Studio resort to these steps:

    • make better snippets for an attractive overview;
    • fill pages with interesting and useful materials with tables, videos and other content;
    • reduce bounce rates for those pages that users do not stop at for some reason.< /li>

    Improve conversion and usability

    Conversion remains the primary goal of a corporate website. To accomplish this task, you need to make sure that the site brings conversions, requests and calls using an online form. In this way, the necessary conversion rates will be obtained.

    Still, at first, for a website, it is necessary to determine the main performance metrics and explore the convenience of this use. With this task, the following work is performed:

    • conducting an a/b test;
    • studying customer records ;
    • evaluating statistics;
    • creating clicks and scroll maps;
    • < li>checking the display of the site on various devices and in Internet browsers.

    Now websites that have improved for user experience have an advantage over those that are bad developed in this direction. That’s why it’s important to pay due and close attention to usability.

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