When promoting an Internet project, you basically have to focus on the specifics of the work of search engines. To solve this problem, it is necessary to carry out work to optimize and promote the site. Website optimization is a complex of internal work to create high-quality content content, plus it is work on the design of the project and the development of functionality. Promotion is understood as external marketing work, such as promotion on social networks, sending messages, buying links, posting articles on other sites, etc.
In terms of work on the Internet, site optimization should be done mainly for Google and Yandex. Search engines evaluate the relevance (quality) of each page of the site and, in accordance with this indicator, determine the position of the resource in the search results.
Relevance scores depend on the following metrics:
the number of keywords and phrases on the page among all the others (4 -10%); natural content – texts should not look like machine translation; keys must occur in different cases; thematic focus of linked resources; the number of external links from other resources; behavioral factors that have become important not so long ago, and especially for Yandex. This means that someone has to walk through the pages of the site and stay there for a sufficient time, and not just go in and immediately exit. If there is a link on the site and no one clicks on it, this also lowers the indicator of the behavioral factor. Therefore, when they talk about site optimization, not only marketing moves are important, but also the real usefulness and convenience of the site for users.
There is a difference between website promotion in Yandex and Google. Sites that are gradually and methodically developing, filled with high-quality and unique content, with high rates of behavioral factors are the main requirements for optimizing sites for Yandex. The size of the texts on the pages is preferable to be small, within 5,000 characters per page.
At Google, the quality of content and uniqueness are not so fundamental, behavioral factors do not really matter. This search engine attaches great importance to the most profitable linking schemes. The size of texts for Google can be quite voluminous – up to 10,000 characters placed on the page.
If the site owner has a desire to optimize his resource for two search engines at once, it is worth looking for a compromise solution. For example, to place on the pages unique, literate texts of up to 6,000 characters, to supplement the pages with illustrations, to create all the conditions under which the site will be pleasant to visitors. In order to provide the site with daily updates and some liveliness, you can install a comment system.