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.” Talk about what better SEO maybe just SEO, it’s 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.

Expansion of the 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 they are the ones that 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, 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 the 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 per 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 don’t evaluate all the opportunities and risks, you can get carried away with contextual advertising and cause your business to lose money. 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 placement formats promotional materials. Before promoting through Direct, you need to conduct 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 monthly,
• 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.

Promotion in Yandex.Maps And Google Maps is an effective tool for attracting the target audience. Users not only go to the promoted site, but can also visit the company’s office. We offer competent promotion, thanks to which the position of your site in search results will improve and the number of new clients will increase.

Statistical indicators

A study conducted by Mediascope clearly demonstrates the effectiveness of promoting services on maps. First of all, it is worth mentioning that more than 75% of users during the day visit places near them that were offered to them by the service.

In desktop search results, among active users Internet, the share of users of the Yandex.Maps service is 40%. Among the Russian population this figure is 30%. And 19% of users from Russia use cards using a smartphone.

The audience that comes to the site from maps is more valuable for the following reasons:

• users are less likely to leave the site in the first seconds of being on it;
• visit more different pages of the site;
• The average time spent on the site increases.

We can conclude that Yandex.Maps and Google Maps can be a source of targeted traffic for the site. Users will switch from both the desktop version of the site and mobile application. It is very important that the needs of such an audience are formed. Therefore, her willingness to place an order is higher than that of users who came to the site from search results.

Proper promotion of the company in mapping services will attract a large number of potential customers to the site. On the service you can buy paid placement and be the first in the search results. However, this may not bring the desired effectiveness if factors such as user reviews and ratings and filling the card about the organization in Maps with information are not taken into account.

Who can benefit from promotion in cards?

Promotion in Yandex.Maps And Google Maps will be an effective solution for a company with a physical address that provides most of its services offline. The following types of institutions can be identified that would benefit from such promotion:

• notary offices;
• Beauty Salons;
• auto repair shops and car dealerships;
• all types of household services: equipment repair, tailoring, etc.;
• rental points;
• medical institutions;
• restaurants, cafes and bars;
• photo studios;
• institutions for children;
• entertainment centers;
• retail stores;
• banking institutions;
• hotels, mini-hotels, hostels;
• sanatoriums and recreation centers.

Information about the institution will be displayed to the user in Maps if he is close to it and in the Navigator when searching. The company card will be available in search results Yandex and Google on the block with the map, as well as in mobile search results.

How does promotion happen?

First of all, you need to create and fill out a company card.

This can be done in the Yandex.Directory and Google My Business services. You need to indicate the type of activity and work schedule. It is necessary to add photographs of the building where the institution's office is located. It is important to add landmark icons on the map. Using the product card, a potential client will be able to quickly familiarize themselves with the offer and find the company’s office using photographs of the facade.

Next, with different accounts and with a change in IP address, reviews of organizations and ratings are added. This operation is carried out gradually so that the service does not block the company due to a sharp increase in the number of reviews. Such comments are also added to third-party review sites (Yandex only). Of these, Yandex can add user messages to the Maps service.

Comments are written to reviews from different accounts and addresses. This creates a discussion around each review. Thanks to this, a potential client can see user activity and find answers to frequently asked questions in these discussions.

Moderation by Yandex is strict. It is almost impossible to raise a company’s valuation in cards using regular accounts. They need to be “cooked”! The final assessment of the organization will be based on

• the number of ratings, the rating itself by points;
• the quality of the account from which the rating was given, i.e. level of trust on the part of Yandex.

Results of promotion in Maps

Promoting a point on Yandex.Map and Google Maps gives the following effect:

• in search results, the organization occupies the first position in the block with the map;
• in the cards, the company card is in the top positions;
• the institution is displayed in the TOP search results in the mobile version of the service and in Yandex Navigator;
• potential clients can easily find the location of the company;
• the added reviews keep the organization's card in the first positions in the search results and attract new clients over a long period of time.

With high-quality information in the directory, the organization’s impressions in Maps increase, and traffic grows.

What is the work schedule?

In the first month of promotion, the first stage of work is fully completed: an organization card is created and filled out as completely as possible (photos, description, contacts, services and prices). 4 reviews are added to it, to which 6 comments are written. On third-party review sites, 2 reviews about the organization are added.

In the second month, the posting of reviews and comments continues. 5 customer reviews are added and 12 comments are written. An additional 4 reviews are created on partner sites. The placement schedules for the second and third months are completely identical.

Timing and cost

The work is being carried out gradually, so you should not expect a rapid increase in traffic. Improvements can be noticeable after 3 weeks, but to achieve good results you need to work with progress for at least 3 months. After 5 months, the organization’s card reaches the first positions in the search results. At the same time, it is important to constantly maintain the level of activity in reviews and comments, as this directly affects the position.

The cost of work is 15,000 rubles per month. By ordering this service from us, you can increase traffic to your website, the number of clients and company income.

There are business niches for which we can offer an individual package of services and work with tens and hundreds of cards. Call!

Proper website optimization at the initial stages is extremely important for successful promotion and profit. If you do not take care of all the nuances from the very beginning, this may lead to additional expenses in the future. In this article I want to describe the steps that will help you get started independent promotion site 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:
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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:
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Step 2. Preparing a mobile version of the site

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

• IN responsive 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:
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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 correct structure and accurately respond to users' 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 suggestions, etc.

You will find detailed instructions for collecting the semantic core in the following articles:
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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.
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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 transfers 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 big choice radio controlled helicopters with 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:
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Lyrics

We have reached the most difficult thing in website promotion - texts. For a long time optimizers thought only about various formal metrics of texts: 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: organization easy navigation, organizing the structure for better indexing of pages, as well as weight distribution (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:
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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:
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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.
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“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 good venues 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 platforms from exchanges eternal links.
• Place links to thematic resources.
• Maintain the growth dynamics. The number of links should grow slowly but surely.

If you want to promote your website in Runet, it is very important that in Yandex it is present in the search results on the first page for your target queries. But how to promote a site to the top 10 without extra costs and the risk of getting a “search ban”? Is it possible to do this on your own? Let's figure it out.

How to promote a page in Yandex: basic methods

1. Search Engine Optimization. This stage is important for promotion in any search engine. The essence of the action is to ensure that the site is not only convenient and works well, but also that each page corresponds to the search queries by which users will need to find it.
2. Adding a site to the directory. This step notifies Yandex about the appearance of a new site and helps speed up the process of indexing it.
3. Contextual advertising. This is the simplest answer to the question of how to quickly promote a website in Yandex. You set up and pay for advertising, and visitors will appear on your site almost immediately. Of course, any advertising costs money, but this is the only way your resource can receive visitors almost immediately after it appears on the Internet.
4. External links. Yandex search robots, in many respects, when evaluating a resource, are guided by citations, i.e. to those links that visitors to your site share on different resources. It is believed that a website’s high citation rate is an indicator of its usefulness. On the other hand, search algorithms are constantly being improved, and Yandex is actively fighting against the artificial increase in link mass. That’s why it’s worth talking about methods of obtaining links in particular detail.

Typically, all of the above methods are used in combination. Moreover, at every stage it is very important to remember that the rules for website promotion in Yandex are strict. And any careless step, due to which search algorithms “suspect” your resource of abuse, can lead to punishments - temporary filters that will “lower” your site in the search results to almost zero, and often to a permanent “search ban”. Experience shows that removing these filters is very difficult and not always possible. Therefore, it is better to immediately work with promotion very, very carefully.

Basic rules for website promotion in Yandex: getting the website in order

The first thing you definitely need to check is the quality of the chosen hosting, as well as the site itself. The fact is that if a site or even individual pages are inaccessible to a search “bot” from time to time, this will negatively affect its ranking. Yandex believes that if a site often does not work or many of its pages do not load when accessed, it means that the resource is of poor quality, and such a site will not get first places.

The next stage is optimization:

1. Select search queries suitable for your project on the http://wordstat.yandex.ru service. This is not difficult, and we will not go into detail at this stage.
2. From the list of selected queries, create a so-called . Those. distribute search queries by different pages. Here you can use numerous tips from SEO experts or regular logic. Search phrases should be as relevant to the page as possible. And you need to choose according to the principle - no more than one high-frequency (with a large number of requests per month), 1-2 mid-frequency (from the middle of the list), 2-3 low-frequency. However, this method is very variable. The most important thing here is expediency and your sense of proportion.
3. Based on this semantic core for each page. Good text content is one of the keys to the popularity of a resource. Articles should be interesting, useful, relevant and literate. Size also matters - texts that are too long are difficult to perceive, texts that are too short carry little information.

Situations often arise when unscrupulous colleagues steal high-quality content and post it on their websites. This should not be done under any circumstances, since identifying non-unique content automatically lowers the site’s position in Yandex search results.

Check “ ” - write unique ones for each page and make sure that when generating the html code there is no duplication of pages (search engines perceive two identical pages under different addresses very negatively), close the internal part of the site for indexing (check the presence and correctness of the file robot.txt).

What parameters affect website promotion?

Priority tasks for promotion include:

• timely correction of validation errors (errors in HTML code), code optimization. You can identify errors here http://validator.w3.org;
• correct external and internal linking— linking pages with links;
• normal functioning of navigation;
• normal page depth - the number of levels that web pages contain. The optimal option is three levels or less, not counting the home page;
• correct card settings. Service: https://www.xml-sitemaps.com/.

These are just the main parameters that should be given special attention. If the owner of the resource does not have the skills to create good content and high-quality development, it is better to turn to specialists - paying for the services of copywriters and webmasters will pay off over time, and the site will function well.

Yandex contextual advertising

In order to promote your site to the top of Yandex, as well as quickly get your first visitors, it makes sense to turn to paid advertising services from Yandex. And here the most popular and profitable option is contextual advertising.

The most profitable option for contextual ads there will be a choice of low-frequency queries for promotion, since they are cheaper, and the number of visitors for 10 such queries usually comes more than for one high-frequency one.

The technical side of the issue, in principle, is not at all complicated. And it is described in great detail in the Yandex help sections. It is also important to understand that this method is good for helping to get the first visitors or seasonal ones (related to promotions, holidays, important events) increasing website traffic.

Such ads are practically not reflected in positions in search results. Although here, apparently, there are unspoken rules for website promotion in Yandex. And if the site owner pays for Yandex services (uses advertising, pays for paid placement in some services, be it a catalog, Yandex.Market, etc.), then the likelihood of receiving a search ban is reduced. And all other things being equal, such a site will occupy a position slightly higher than those that do not use these tools at all.

How to promote a website to the top of Yandex with links

The number of external links or, in other words, the citation rate of a site is a parameter that Yandex traditionally focuses on when determining the quality and usefulness of a project. If Google was initially more focused on content analysis, then for Yandex, in the recent past, the citation indicator was in first place. The idea was simple: if people post links to a page, it means it's really interesting. It goes without saying that this feature has been very actively used to promote the site in Yandex.

Today, the “weight” of external links in search results has become significantly lower than, for example, 3 years ago. Search engine algorithms are improving, developers are trying to protect themselves from link building, which not so long ago was greatly abused by many promotion specialists. And, nevertheless, for Yandex, the presence of external links to the site today is far from the last factor.

External links to the site

1. Natural links. They appear thanks to users quoting your materials on forums, social networks, and on a variety of projects.
2. Commercial links. They are “eternal” and temporary. The difference between them is clear from the name: “eternal” links are paid once and are placed on an ongoing basis, temporary links will remain on the page as long as you are willing to pay for their placement.

Of course, natural links are much more useful, their weight for Yandex is undeniable, and therefore the presence of this type of link mass is always only beneficial. With purchased link mass, everything is somewhat more complicated. Yandex is actively fighting this practice; if a significant amount of purchased link mass is identified, punishment may even follow from the search engine. And yet this method still works and, with the right approach, remains effective.

How to promote a website in Yandex for free: natural links

Honest recommendations from users are the best means for promotion. At least from the point of view of a search engine: if a person voluntarily links to a resource, it means that it is really useful. There are several methods for obtaining such links:

Crowd marketing is advertising disguised as user recommendations posted in relevant topics and discussions. Many people make decisions based on public opinion. A major purchase, a vacation trip - in such cases people often turn to forums and answering services for advice.

A person is already interested in receiving a product or service; all that remains is to push him a little in the right direction. Crowd marketing increases not only the site’s position in search results, but also the level of sales if the resource is commercial. And the natural link mass serves as an excellent disguise for commercial links from exchanges.

To ensure that people click on your web address and that your links are not removed as spam, your messages should be posted in appropriate places. The site should be focused on the desired region and relevant topic. Traditionally, blogs, forums, social networks, and answering services serve as objects for posting messages.

Crowd marketing does not require any monetary investment, but it does require time. Proper placement of posts is a monotonous and time-consuming process: you need to look for sites, come up with new topics for discussion, write messages, etc. However, no one has yet figured out how to promote a website to the top 10 faster and more efficiently. This work is 100% worth your time investment and does not require any funds unless you hire third-party specialists to do it.

How to speed up website promotion to the top - buy links

Not all resources can receive a sufficient number of natural links. For example, those that touch upon topics that are inconvenient for public discussion. How to promote a site to the top 10 of Yandex in this case? That's right, only through commercial links.

Specialized exchanges are traditionally considered the optimal place to buy temporary links: http://www.sape.ru, https://seopult.ru, etc. Here you can inexpensively select a large number of sites for the link mass, and there is no need to control the integrity of the web masters - the system does this for you.

Another traditional method is link exchange, when you and the owner of another resource place advertising links to each other. Yandex notices this kind of direct exchange very quickly, and it has not been useful for a long time. But if you have a lot of resources and/or friends, you can agree on a complex “chain” exchange, when some sites link to others, and those to third ones…. And only through a certain chain does the backlink to your resource pass.

And the most expensive, but reliable and safe option is to buy “eternal” links. The price of such links, of course, is much higher than paying for link mass on the exchange, but placement is carried out on an ongoing basis, and Yandex, if they are positioned correctly, accepts such links as natural.

Be careful: Minusinsk filter

The most important limiter for website owners in purchasing link mass today is the Yandex Minusinsk filter. It is he, and not financial capabilities, that very often limits the volume of purchases of the reference mass.

This filter finds sites with an unacceptable number of purchased hyperlinks (more than 500) and significantly lowers their ranking in the search results. At the first stage of its work, this filter identified and lowered the ratings of sites that bought links in the thousands; now those who buy more than 500 links are already at risk, and some SEO experts recommend limiting yourself to 250 commercial links.

Moreover, the filter pays special attention to the following parameters:

1. Block placement of links outside the main content (like advertising)
2. High content of anchor phrases in one place.
3. A significant number of external links on the donor site.
4. Lack of clicks on the link (a marker that the link is not interesting to visitors of the donor site).

In order to still increase the volume of link mass, but not risk getting caught in Minusinsk, many webmasters have become more active. With this option, you post your article on the topic of your site on someone else’s resource, and in the text there are one or two links to the pages you need. Such articles can be on sites for years (especially when posting articles on the site for free), or they can be deleted after a while (usually just after the paid rental period for the link). But Minusinsk also does not know how to recognize them.

There are many more methods that can be listed in response to the question of how to promote a website in Yandex. Increasing your position in search results is a labor-intensive and multifaceted process with many nuances that cannot be contained in one article. But the above recommendations can be a powerful basis for optimization if applied correctly.

Yandex- one of the generally recognized leaders of the Runet. Therefore, website promotion to the top of Yandex can be called a priority for many online projects targeting Russian-speaking users. This is explained by Yandex’s traditionally strong position among users. desktop computers and greater commercial commitment. However, with the advent of the latest search algorithms, promotion under Yandex is becoming increasingly difficult. Constantly new filters are applied, and getting to the top for many queries is very difficult. It seems that Yandex is indeed gradually eliminating the importance of external links.

I think that this is not so, and the author of the site https://prodvizhenie.tv/ confirms this: links from modern Yandex only give a start to reaching the TOP, BUT! retention and promotion of the site are ensured by behavioral factors. That is, unique content and links can bring a site to the top, but if it turns out to be uninteresting to users based on behavioral metrics, then nothing can drive it back to the TOP.

As before, in Yandex you can promote sites with links, but in modern realities it is necessary to approach this a little differently... Today we will look at how to promote a site for a fee and for free in 2019 and what should be emphasized.

Yandex stated that those who remove purchased links will be encouraged; their site will be ranked well and will not be subject to filters, but here are statistics on how many site owners responded to recommendations for removing purchased links:

And here is a graph of the visibility of sites in Yandex results after removing links. As you can see in the chart, after a couple of months after the withdrawal, positions began to fall.

Sharp drops in the sites’ positions in search results were also noticed, even for 50-100 positions, and in some cases, the imposition of filters for abrupt removal of links. So think about whether to shoot or not. Personally, my opinion is that nothing needs to be done abruptly, everything is necessary first check incoming links to the site and we replace the bad ones with better ones and work to increase content tailored to low-frequency queries, thereby diluting the over-optimized content available on the site and increasing the semantic core.

Natural website promotion with links

The search engine policy is based exclusively on natural promotion. Advice for webmasters today sounds like this: “Create useful sites for people and external links will appear on their own." The process of accounting for link popularity is based on the assumption that users link to the site on their own initiative, recommending only useful resources. The same cannot be said about a commercial link, because a recommendation for money cannot be considered honest. This is why search engines have such a negative attitude towards purchased links - they interfere with objective ranking.

Actually filters for paid links Yandex imposes them more often, and takes them into account with different coefficients. In various situations, the weight of a commercial link can be assessed at full strength or with a decreasing effect, or it can be completely reset. The main thing is that Yandex understands that this is a commercial link, which means it must be taken into account in a special way.

However, note that not all commercial links are bad. For example, you have a site “for adults” and you cannot get links from good resources even for money. This means that the system that evaluates paid links allows you to evaluate two indicators:

1. Amount of money spent on contextual advertising- it is logical that if a huge budget was spent on advertising, then the owners try to make this site good in order to recoup their money;
2. When a site cannot get natural links, then even a purchased link is proof of quality.

A ranking system, in which paid links are taken into account at its discretion, is capable of well sorting resources in commercial topics, which is what we see today in Yandex results. And in general, ranking large, unique sites is easy. But what to do with many small and almost identical ones?

Let's draw an analogy from life - in front of us are 10 boutiques. The assortment is the same and the prices are the same, but they need to be ranked somehow. The easiest way is to sort them depending on the money spent on advertising. When a site invests in development and regularly updates content on pages, it means it is working and not abandoned. Therefore, despite all its statements, Yandex cannot refuse to take into account link ranking.

That is why it will not work to promote only with natural links; you should take both rental and permanent ones from exchanges, but special attention should be paid to the quality of the sites and their reputation.

Search engines make full use of purchased links. They advocate for naturalness, but the TOP lists resources promoted by commercial links. I think we have no choice - we have to accept the double rules of the game. In some cases, there is no need to jump over your head, you just need to stay on par with your competitors and everyone will get their share of search traffic.

Despite all this, it is still necessary to try to get good links to your resource, trying to deceive Yandex and presenting commercial links as natural ones. After all, if one day SEO links simply cease to be taken into account by search engines, even very high-quality commercial sites will fly off, and in their place will be resources that have a natural link mass. But this is unlikely to happen. After all, links are recommendations and you can’t do without them.

The main factors of natural website promotion:

• Quality content- if you have unique content, which is not on the Internet, soon users themselves will link to you. We also do not forget to pay attention to the internal optimization of materials and their sharpening for the necessary search queries;
• High-quality web design- clumsy sites call into question the origin of a unique, high-quality site. The presence of a large number of errors in the validity of the code and the absence adaptation to mobile devices can reduce traffic and the effect of promotion by up to 30-40%;
• Linking and copyright protection- sometimes it’s easier to rewrite and post your article without linking to the source. To complicate the process of plagiarism and force them to refer to you, try to organize competent linking of articles. Also install simple JavaScript script providing a link to the original source;
• Social media buttons- links from social networks are taken into account by other algorithms, but when a material is referenced by many people, this indicates its usefulness. It also gives good traffic and helps in developing the brand among the masses. Be sure to read about it

I suggest we talk about one thing effective way receiving safe links - crowd marketing. According to research, about 70% of users make decisions based on reviews they read online. Before purchasing any product or going on vacation, many people look for reviews and recommendations on social networks, forums or answering services. This is an excellent opportunity to nudge them a little towards purchasing your product, while simultaneously improving the natural link mass of the resource.

Why is it beneficial to use crowd marketing?

Being, in essence, “word of mouth”, crowd marketing looks as natural as possible, suggesting the placement of links only in relevant topics in discussions. Moreover, these do not necessarily have to be active links, some can be without anchors, closed with a nofollow tag or simply text, which for Yandex is a sign of a “human” link, and not placed for the sake of promotion.

Going back to the fact that consumers look for reviews before making a purchase, the importance of crowd marketing for e-commerce is very high. In addition to the favorable SEO effect, this method can easily increase sales. Below is a survey graph from the Western agency Nielsen, which demonstrates what influences purchases.

The main thing you need to pay attention to in this method of website promotion is the complexity of the approach. The growth of natural link mass will allow you to form an optimal link profile and slightly disguise yours. You also get the opportunity to manage the reputation created online about your brand. Moreover, all these actions are cumulative. Gradually, users learn more about your site, which leads to increasing sales conversion and increasing user loyalty.

Content resources also provide positive results with such an approach. For example, due to increased interest in exchange rates, many trading sites quickly increased their positions in news queries and received a lot additional traffic. Look at Smart-lab statistics. ru.

If at website promotion with links You see that for certain queries your articles are ahead of topics on forums, try to leave your mentions on these resources. At the same time, it is possible to achieve an increase in traffic even without a particular increase in positions if links are placed in visited, thematic discussions. As a result, you receive referral traffic (the same search traffic, but passing through other resources).

Search engines regard such traffic as recommendation (referral), since by leaving a link to your site, the user recommends it for viewing. At the same time, it is very important that the share of direct and referral traffic from browser bookmarks or from a set of address bar would also be quite high. And crowd marketing is designed specifically to get such conversions.

It is important to understand that crowd marketing should reduce spam, not increase it. This means that your “inclusion in the discussion” should be extremely organic and look not like spam, but like an unobtrusive opinion expressed from the outside.

Where to start promoting your site to the top of Yandex? As you understand, we need to get information into the right hands. Unlike SEO and SMM, crowd marketing is designed only for users who are already focused on buying your product and only need a little nudge. To do this, it is enough to portray an expert user who has already successfully solved the problem under discussion.

Another question is where are the places where such references could be left. Here it is important to find the desired topic of discussion on a resource that is focused on your region. First, identify forums, social networks, websites, information platforms where potential buyers are located with their money and doubts. You can use search operators to do this.

In general, website promotion for Yandex using link crowd, the process is quite labor-intensive. Do you have to do manual work with many nuances or should you automate something. Sometimes in a day you manage to leave only two or three worthy mentions in suitable places. The challenge is to find a new discussion about something that already has an article on your site and leave a really useful link to it. The main thing is perseverance and work. The attendance of some forums is measured in hundreds of thousands of unique visitors, so even in competitive commercial areas, these sites are a more preferable source of traffic compared to regular sites.

The advantage is that you do not have to pay money for links obtained using this method. The main resource is your precious time. If there is enough of it, you can search for sites yourself, come up with discussions and add links. To monitor articles on interesting topics, you can use Google tool Alerts.

It is very difficult to leave links to commercial pages for products or ordering any services. You could even say that this is almost impossible on a moderated resource with a new account. Before you start posting mentions in such a place, you first need to register. Otherwise, all your actions will definitely be classified as spam. Be prepared for monotonous actions, it gets boring quickly...

If your time is more valuable, look for performers to promote your site to the top of Yandex or pay attention to a specialized service for increasing link mass, which I wrote about in this article. This service will save you from tedious work and provide very specific guarantees:

• If the link was deleted by the moderator within a week, the performer is obliged to replace it with a similar one at his own expense;
• The customer can make changes to the references no later than seven working days before the start of work;
• The Contractor must make every effort to ensure the confidentiality of the customer's interests.

The realization that crowd marketing is a working tool, and promotion with it is effective, is gradually coming not only to me.

What else to pay attention to when promoting to the TOP

You should select the key queries for which users will come to your site based on the topic of the resource. Unlike Google, which loves exact occurrences of keywords, Yandex produces results both with direct occurrences and randomly. Therefore, by optimizing the pages of your website for Yandex, you can approach the choice of key queries more freely.

I will give an example of the correct use of the request “blog promotion”. Here's what I did to optimize this article. By the way, my blog is this request in Yandex already in the Top.

Here's how I used keywords in the article and meta tags.

Also in the article the main query was used about 3-4 times in exact occurrence and diluted + synonyms.

Today there are many options for selecting key queries. free services. One of the most popular Yandex Wordstat. With its help, you can determine the popularity of the search for a particular phrase. The higher this indicator, the more often users are interested in this information by typing in this request.

To achieve your goal, you can select a small number of key queries with the highest popularity (high-frequency queries) or optimize landing pages for a large number, but which are much less popular (low-frequency queries). As a rule, to achieve greater effect, experienced webmasters combine both methods, using about 40% non-anchor links with a dilution of the main key.

High-frequency keywords provide matches for users' most popular search queries, but have a significant disadvantage - high level competition. It is very difficult to promote a website using such queries; it is better for a young project to take low-frequency and mid-range queries. Check out the article " How to promote a young blog?".

Why you need to pay attention to the quality and volume of articles

High-quality filling (content) of your resource is best strategy For search engine optimization. Interesting, useful and competent articles will provide your resource with high rankings. We can only guess what the optimal volume of articles is, but I recommend the following parameters:

• for commercial sites, keep in the range from 2500 characters without spaces to 4500;
• for blogs, vary the volume of articles from 2700 and above, but not more than 15,000 characters, since such foot wraps will be difficult to read (This article is an example -)))).

It is best to analyze the search results by looking at the text sizes on sites in the TOP and apply it to your project. I advise you to write texts yourself, because who else knows your field better than you... But you don’t always have the time and opportunity to create good texts. In this case, they can be ordered. For example, this will cost 200 rubles for 1000 characters (and if you participate in bonus program, then the price will drop to 160 rubles). For this money you get a text completely ready for publication with the inclusion of key phrases that meets the requirements of search engines. Additionally, for 100 rubles you can order layout for the website. Conveniently, SeoPult has the ability to completely delegate the content of the site to specialists. You just need to set a budget and control the result.

We are working on site usability and navigation;

We regularly update content on the site;

We do not make the pages very deep (no more than 3 levels).

Ugh. I hope this material will be useful and will give a general idea of ​​promotion in search engines and help you choose the right promotion methods. Personally, I always use these tips when promoting my clients’ projects, which gives a good result to the client, and I receive a solid income. Well, I’ll end here, success and good luck to everyone!!!

Sincerely, Galiulin Ruslan.