Although the most popular search engine in Russia – this is Yandex, Google also accounts for a large volume of requests – almost 40%. And when it comes to mobile search, Google is in the lead, thanks in large part to the default settings on Android. Therefore, in order to obtain the maximum volume of traffic, it is necessary to optimize the site for the requirements of this search engine.
Features of promotion.
Website promotion in Google differs from optimization for Yandex, although there are many similar points. For good positions on Google, the following are important:
high-quality and useful content on the site (unique texts, the most complete answers to user questions, expert disclosure of the topic, the presence of high-quality photos and videos); convenience of the site for the user; quality links to your pages from reputable sites.
The principle of Google search engine optimization is formulated simply: make a useful, user-friendly site with care for the user and get high positions. But behind this seeming simplicity, many non-obvious nuances and long painstaking work are hidden.
Stages of website promotion in Google.
Search engine optimization for Google consists of 5 main stages:
Technical optimization. Selection of requests for promotion. Filling the site with content based on keywords. Improvements in behavioral factors. Link building.
Let’s tell a little about each stage.
We begin work on promoting sites for Google with an audit of the technical component. Otherwise, various technical errors will interfere with optimization and reduce the effectiveness of activities at other stages. The technical work includes:
Creation or adjustment of the mobile version of the site, responsive design or AMP pages. Google pays great attention to the usability of the site on mobile devices. The Mobile First principle has been introduced, and now the site content is crawled and indexed by a special crawler for smartphones – that is, pages are saved and evaluated as they look and work on mobile devices.
Therefore, either a separate mobile version or a responsive design is needed that flexibly adjusts to the user’s screen resolution. Alternatively, you can create AMP versions of your promoted pages. They load quickly and are easy to use on smartphones and tablets.
Increase the speed of loading pages. Website speed has become especially important with Mobile First – after all, on mobile devices there is no fast wired Internet that is usual for a PC. The increase in speed is achieved by a set of measures: from compressing heavy images to optimizing the site code.
Switching to the https protocol. Google attaches great importance to the protection of users’ personal data. The old http protocol transmitted such data unencrypted.
Setting up redirects (301) and handling 404 errors. Any site is constantly changing – pages are deleted, moved to another address, “stuck together”, etc. These changes are important to set up technically correctly so that Google robots do not exclude important pages from the index and, conversely, do not show pages that are no longer in the search results.
Creation of CNC (human-readable URLs). From the text of the page address, a person should easily understand what it is about. Most often, simple transliteration of the page title is used for this. Some site engines do not do this by default, a reconfiguration is required.
Elimination of duplicate pages. A very common problem when the content on the site is repeated on pages with different addresses, in whole or in part. This hinders promotion: the search engine will consider such pages non-unique and will not index them, it will show in the search results a completely different page that is important for you to promote, etc.
Identifying other errors using site crawlers and fixing them. Duplicate page meta tags, too long, short or empty titles and descriptions, broken links to pages or images – all these errors can be detected using various scanners.
Compilation of robots.txt. Important file with “instructions” for the search engine – which pages to index, which not. It helps, among other things, to fight duplicate pages and not show service pages of the site in search results.
Compilation of sitemap.xml. A sitemap helps search robots to index pages, including new ones, faster.
Implementation of shema.org micro-markup. Thanks to it, pages look better in search results, are indexed faster and are rated higher by the search engine.
Google Search Console connection. A free tool from Google, an analogue of Yandex.Webmaster, with which you can analyze the indexing of a site in Google, exclude low-quality links, view positions on search queries, and much more.
Collecting semantics for promotion.
At this stage, we select requests by which the pages of your site will be promoted, that is, those words or phrases that your potential buyers or customers drive into the search engine.
Working with semantics for website promotion on Google consists of three stages:
Collection of all possible queries on your topic. We use multiple sources – statistics of user queries from Google, keywords for which your competitors are promoting, search suggestions, etc. Analysis of frequency, competition, commercialization of queries, rejection of keywords that are not suitable for promotion (too competitive, informational, etc.). Clustering – grouping of requests by meaning, user goals and distribution of such groups among the pages of the site for promotion.
After collecting the full semantics and clustering it, we change or modify the existing structure of the site: create new sections and pages, “glue” some old ones. A site with such a structure meets the needs of users as much as possible and is perfectly optimized for Google. For each semantic group of requests, its own page is allocated, on which the user will find comprehensive information on the topic and nothing superfluous.
Next, for each promoted page, we create texts, optionally – images, photos and videos. Content must meet several basic requirements:
comply with the EAT principle (expertise, authority, reliability); be unique and useful to the user; include a natural number of keywords for promoted queries (texts).
EAT (e-a-t). This is a relatively new way of evaluating Google sites. In short – the search engine wants to see texts and other content prepared by people who understand the topic, professionals, authoritative experts. In addition, the content must be accurate, not contain factual errors, have links to sources of information, etc., and the site itself – to inspire confidence: detailed information about the company, contacts, there are responses to comments, the possibility of feedback, and the like. This is especially important in topics such as medicine, finance, security, but it works in others as well.
Relevant texts for pages. The texts for the pages are created taking into account the EAT principle, user-friendliness and optimization for queries. When compiling the technical specification for copywriters, we prescribe many factors: what kind of keywords and in what form should be in the text, the number of keywords, the volume of the text, uniqueness, and so on. The text itself on the page is necessarily structured and formatted. – so it is easier for users to perceive and highly appreciated by the search engine. Lists, tables, infographics and other related content are welcome.
In addition to the main content of the page, we also work with meta tags Title, Description, H1, which are important for both the search engine and the user. By adding keywords to the tags, we give Google an understanding of what this page is about and what basic queries it answers. The text of the Description meta tag is composed in such a way as to attract the attention of our potential client on the search results page, in addition to keywords, Emoji emoticons can be added to it to attract attention, and micro-markup can be used.
Dealing with behavioral factors.
Behavioral factors – an important part of Google’s site ranking algorithms. They can be conditionally divided into 3 groups: site click-through rate in search results, user behavior on the site and the percentage of refusals (when the user visited only one page and left the site). Accordingly, we are making improvements in these key areas.
Snippet clickability. Snippet – this is the page title and short description that the user sees on the search results page. Our goal – make the user click on the snippet and go to the site. This is not only good in itself, but serves as an important behavioral signal for Google.
As mentioned, it is important to include keywords in the snippet and get the text right. Attractiveness can also be increased by using micro-markup or adding emoji to the title and description.
User behavior on the site. How long has the visitor been on the page? Did you click on buttons, fill out forms, watch videos? Did you scroll all the way down the page? Did you switch from it to another page of the site or return to the search again? Google monitors these and many other points and draws conclusions about the convenience and usefulness of the resource for the user. We analyze these parameters using analytics systems and work on them – for example, we improve the usability of the site, add links to other pages that are attractive to the user, refine the design and texts, etc., we will do our best to make the visitor convenient, useful and interesting, so that he interacts with the site as long and actively as possible …
Pages with high bounce rates. In most cases, a high bounce rate is perceived by Google as a negative behavioral factor (the page did not interest the user). Therefore, we carry out work aimed at retaining the visitor and the longest possible “journey” around the site. Particular attention is paid to problem pages with a high value of this parameter.
Working with external reference factors.
Website promotion in Google is much more focused on the formation of external links to the site than in Yandex. However, the old strategy – just buy a lot of some cheap links – has not worked for a long time. The search engine monitors the quality of donors (sites from which links lead), their subject matter, link anchors, dynamics of change and other parameters. And he concludes that the link mass of the site is artificial (which is bad) or natural (which is good).
Therefore, we think over in detail the strategy of link promotion, select good donors, make the link profile and its dynamics as natural as possible.
Promotion for Google with us.
SEO promotion of sites to get high positions in Google search results, especially if you are simultaneously promoting under Yandex, – not an easy task that requires knowledge of many nuances. But on the other hand, you get the most long-term effect. – The effect of even a one-time high-quality optimization can be felt for years.
We are ready to help you with this. Many years of experience with Google, constant monitoring of new algorithms, principles for evaluating sites, an integrated approach to promotion – all this allows us to guarantee the growth of positions and traffic of your site.