«Yandex» continues to do «good face», behind which hides anxiety and panic. Not to notice the threateningly approaching tsunami called «Google» only a blind man can. Year after year, the foreign search engine strengthens its advantage over the Russian one. It will probably continue this way until «Yandex.» will not understand that he can only be saved by the aggressive promotion of his own sensible (and not how «Yandex.Kit») operating system.
SEOs also had to change their methodology. Previously, the promotion strategy was formulated something like this: «let’s first promote under „Yandex“and then google itself somehow. » In 2020, CEOs cite John Mueller, who in «Google»seems to be the most sociable, are exploring ways to promote a site on Google, and by the way, they are learning a lot of new things.
Why Google is gaining popularity.
How the share of search engines in Russia has changed can be seen in the diagram:
In 2017, the shares of Yandex and Google were comparable. In the unfinished 2020, Google’s advantage is overwhelming (42%). The statistics take into account all Russian-language requests from mobile and desktop devices.
There are several reasons why Google suppresses «Yandex»:
«Google» won the battle for mobile search. On smartphones with Android and iOS, a foreign search engine is installed by default. This seemingly small thing gives Google a crazy edge. Share «Yandex.» in the segment «desktop» roughly equal to the share «Google» in the mobile segment — about 65%. «Salt» is that the number of requests generated from «mobile phones», much more. Have «Google» better search. «Yandex» flaunts that it takes into account a bunch of behavioral factors to improve the quality of the search results. But it looks like hypocrisy as long as the pages hit the top «Kew» and answers of 3 lines are higher than detailed articles. «Google» sometimes too «shoves» to the top videos of your YouTube — but only when the video responds better to the request than the text. «Yandex» blocked in Ukraine. A ban on all popular Russian services has been in effect in Ukraine since 2017. In May 2020, the President of Ukraine V. Zelensky extended it. Of course, Ukrainians know about VPNs and continue to use Russian social networks, but now they increasingly prefer Google. Before blocking Yandex was used by 20% of Ukrainians, after — only 6%.
Differences between website promotion for Google and Yandex.
Let’s list the main differences in website promotion on Google and «Yandex»:
External links are important to Google — at least PageRank was removed «out of sight»but he’s alive. «Yandex» does not attach much importance to links. Google doesn’t pay much attention to behavioral factors — and the Russian search engine has them in priority. «Google» «like» direct occurrences, and in «Yandex» it is important to pass a quorum — that is, mention in the text the words from the search query in such an amount as to collect a certain proportion of the total number of words. Google loves lengthy texts that fully cover the topic. «Yandex» appreciates a specific answer to a user’s question more. «Google» takes technical errors seriously. In the same time «Yandex» can bring to the top «crooked» site if that has crazy behavioral.
Although Google and «Yandex.» preferences and priorities are somewhat different, they are not contradictory. Russian «Yasha», of course, will not mind if the webmaster corrects technical errors and legally obtains trusted external links to the site. A skilled SEO specialist will not have any problems with website promotion in «Google» and «Yandex» simultaneously.
Features of website promotion in Google.
Google views the site as a whole, not as a collection of pages. Host ranking factors are more important for him than documentary ones. In other words, the page will not go to the top. «Google»if the site as a whole is not in order. This approach is somewhat different from the approach «Yandex»where half of the traffic to the site can be brought by the only one, «fired» page.
That’s what «Google» values most of all:
Basic functionality to meet user needs. It’s about the button «Buy» («To order»), «Basket», price list. Mobile version (or at least responsive design). How could it be otherwise if the search engine takes 2/3 of the mobile traffic? Search engine optimization on Google is doomed if text is displayed on a smartphone in such a way that it cannot be read. Unique content. It’s important to understand the difference between unique and unique content. «Google» knows how to recognize rewrites regardless of how many sources were used. Unique content is created based on the experience of an expert. High-quality inbound links (backlinks). Buy links or not — every SEO-optimizer decides to the best of his depravity. But the fact that before buying a donor link you need to check on CheckTrust and Ahrefs, there is no doubt. Otherwise, you can get under the filter «Penguin»… High speed of loading pages. PageSpeed is great at revealing what page reserves are. Chase «weaving» — a waste of time but after checking for «Paige Speed» you can understand which element «slows down» site. Integration with YouTube. If the site has ambitious tasks, it is recommended to register a new channel on YouTube and post videos from the channel on the pages. It will definitely have to «Google» to your liking. Regular content updates. For a webmaster who has accumulated a lot of unique content, it is better to publish it not all in bulk, but in portions. Then the site will be constantly updated, and Google loves that. It is also worth making sure that the published materials do not lose their relevance.
According to a 2020 Pixel Plus study, «Google» about 50 important ranking factors. This is another confirmation that there is no SEO in SEO «magic pill» — secret methods that would allow you to quickly get to the top. The key to successful SEO promotion in «Google» — systematic integrated work on all factors.
Google Filters — those same «rake»which a webmaster needs to be carefully circumvented if he wants to get a return from SEO. The foreign search engine does not have as many filters as «Yandex», and therefore the output is more stable.
Let’s consider each of the algorithms in more detail so that you can know the danger in person.
The oldest Google filter (in operation since 2004), the task of which — do not miss young sites in the top results. Due to the algorithm, the search engine tries to exclude a situation in which the first positions will be occupied by resources that publish «trash» content — copy-paste, cheap rewriting or outright nonsense. V «sandbox» the site is infused like kombucha — until the moment when «Google» there will be no doubt about its usefulness.
Site duration under the Sandbox filter — from 1 month to 1 year.
«Pandas» should be afraid of those who, when working with content, seeks to get by «with little blood» and publishes stolen or duplicated articles. Also «Pande» don’t like texts written for SEO — with a bunch «keywords», but without a drop of meaning. This filter is somewhat similar to the famous «Yandex» «Baden Baden», therefore, in order to protect the site from it, it is worth checking the texts on «Turgenev»…
«Penguin» punishes those who use such an illegal way to promote a site on Google, like buying links. The filter appeared in 2012 and was updated several times due to the fact that webmasters complained about its excessive severity. The current Penguin is pretty bland — to fall under it, you need to buy links very aggressively. In addition, now the filter is page-by-page and is not applied to the entire site.
Hummingbird — most «empathic» algorithm «Google»… His task — correctly recognize the intent (intent) of the user, and do it quickly. Hence the name — the algorithm must work with the same speed and precision as the wings of a tiny bird.
Colibri is not a filter — he does not punish anyone and does not throw out of the top. But the algorithm raises in «top ten» those sites that he liked.
Mobile friendly — algorithm «mobility» Google launched in 2015. It places mobile-optimized sites higher in mobile search results. Resources that are displayed on smartphones with horizontal scrolling, small (less than 12 px) font, closely spaced links have minimal chances of getting into the top.
RankBrain algorithm — logical continuation of the Colibri algorithm. RankBrain Tasks — make the issue of higher quality and more relevant to the query, reduce the risks of getting into the top of meaningless SEO texts. Thanks to the algorithm, pages may appear in the search results that do not contain an exact or direct occurrence of the keyword, but correspond to the user’s intent.
For example, we can enter such a strange query into the search bar «a walrus was made of a man» … An ignorant person will twist his finger at his temple, and Google will advise you to watch a movie «Tusk», in which what we described happens.
The request does not contain a word «movie» — nevertheless, the search engine correctly understood what we need. And all because Rank Brain!
Fred — one of the most mysterious Google algorithms. Nobody knows for certain how it works, but many SEO experts agree that Fred lowers sites with a high proportion of low-quality pages in search results. — for example, with SEO generated texts.
The fact is that Fred — host algorithm. This was confirmed by John Mueller himself.
Introduced in 2019, the Bert algorithm — «heir» Rank Brain. Thanks to «Berth» the search engine will be able to understand prepositions and their role in the request.
Let’s take two queries as an example: «quarter past five» and «a quarter to five» … Although the composition of words in the queries is the same, it is obvious that we are talking about different times. The only thing that allows us to understand the difference — pretext «without» … Therefore, Bert will clearly allow Google to improve the search results.
A major change in Google’s search algorithms in 2019 is called Florida 2. Thanks to «Florida» the search engine began to pay more attention to the expertise and reliability of the content (the so-called E-A-T factor). Especially in YMYL topics — affecting human well-being.
Why do you need structured data.
The micro-markup of the site will not give an increase in positions in Google, since it is not a direct ranking factor. However, by adding micro-markup, you can significantly increase the CTR, because the snippet in the SERP will be extended.
Perhaps it will. Structured data can play «minus»because Google constantly performs manual and algorithmic quality checks on the markup. The site faces punishment for:
the use of micro-markup on unsuitable elements; structured data markup spam.
Google moderators manually remove extended snippets from offending sites. Therefore, after the introduction of micro-markup, it is better to check it on the service. «Structured data validation»…
Placement in Google Maps and Google My Business.
Registration for «Google Maps» and in «Google My Business» — one of the stages of external website optimization. Users are increasingly looking for establishments using queries in the spirit of «rolls next to me» or with toponyms: «rolls on Eletskaya» … If the optimizer does not register an organization, it will not appear on search engine maps.
It is important not only to register a company on Google maps, but also to ensure that information about it (for example, opening hours) is up-to-date. If a person on recommendation cards «Google» will come to a conventional cafe and find that it is closed, he will most likely leave a negative review. This will be difficult to fix, since the search engine does not allow artificial cheating of reviews.
The site name and domain must be spelled out the same in micro-markup, on Google maps and in Google My Business.
Prohibited methods of promotion on Google.
SEO promotion in «Google» — long process. You invest money, but the return is zero — and so on week after week. Patience is running out and you are already thinking — why not call the SEO-schnick who half-whispered to promote the site on Google «in a quick way»…
We recommend that you erase this guy’s number from the phone book as he will most likely suggest methods for you «black SEO»… What are these methods?
Generation of texts (which, in fact, are a set of words). Link exchange (hello filter «Penguin»!) Cloaking — providing different content to users and search engines. Hidden forwarding. Roughly the same as cloaking. In this case, a redirect is used so that the search engine indexes one page, and the other is shown to users. Application of doorways — query-optimized pages that redirect users to other sites. Copy-paste. Posting spammed content or adding «keywords» outside the text as a list.
These tricks have long been known to Google and are documented in the quality guidelines. So remember: the fast track — only downhill. If you have been waiting for a long time from SEO optimization on Google and cannot get out of «Sandboxes», it is better to be patient and indulge yourself with the thought that the result you have achieved will be long-term.
As a newbie to SEO, you can «black methods» screw it up so that you fall under the filter «Google»… Beginners often make mistakes like this:
buy links without checking their quality and in large quantities; ignore YouTube video content; leave meta tags blank (empty title — the top of profanation); publish articles without formatting them — in the form of a text sheet; re-optimize articles, adding keys in an incredible amount; make the structure of the site and draw up a content plan without a semantic core; do not place social activity buttons on the pages, depriving the user of the opportunity to share the material they like.
The methods of search engine optimization of the site described in the article in «Google» are relevant for 2020 and are likely to remain relevant for a long time to come. But not the fact that this will be enough. SEO «dancing to the tune» the smartphone market, and it is fantastically dynamic. New trends in promotion for Google are gaining momentum: an increase in the number of vertical search elements, optimization for voice queries and the Google Discover service. Therefore, in order to maintain a position in the cherished «ten» foreign search engine, you need to constantly keep «hand on the pulse»…