There are many ways to attract visitors to your site: you can advertise in the newspaper, you can use social media, you can post ads with the site address on poles, or hand out flyers on the street. But the simplest and most proven way — to ensure the presence of the site in the results of search engines. This is possible in at least two ways: using SEO-site optimization or contextual advertising.
What is what in search results.
If you enter a query into the search box in Yandex or Google, you will be taken to the search results page, it is also called search results. Each link in this list is not random, and the closer to the first page of search results («Topu»), the more tried the owners of the site to which this link leads.
As a rule, the first 3-4 links on the page — this is contextual advertising. Especially for commercial inquiries — that is, those that imply the search for a product or service. Contextual advertising is easy to distinguish by tagging «Advertising» next to the site address. It means that the placement was paid for through Yandex.Direct or Google Adwords.
Such advertising works on the principle of an auction, when each advertiser sets its own cost per click on an advertisement, and based on this and other indicators, the contextual advertising service determines whether this ad will be shown and in what position.
Further in the search results there is a block of natural results — sites get here thanks to SEO-promotion. Links are distributed based on the preferences of the search engine, formed as a result of the work of more than a thousand algorithms. Algorithms are constantly updated and modified, but there are a number of basic rules that are always relevant, we will talk about them further.
After the natural result, another block of contextual advertising and a block of similar queries are placed. Interestingly, at your request, competitors can also promote, as in the example in the screenshot below: Lexus NX is promoting by request «buy bmw spb»… You can do the same.
Please note that for the same query, Google and Yandex may return different sites in a different order. This is due to differences in the ranking algorithms of both search engines, due to which the promotion methods are also somewhat different.
How to get into natural results.
In all fairness, search engines are extremely skeptical about newly minted sites. And vice versa — the older the site is, the more authoritative it is in the eyes of search engines. A search robot (a program that evaluates the relevance and usefulness of your site to visitors and indexes it in a search engine) can look at your site two weeks after creation, or even two months later, and then periodically return to it, tracking changes. According to objective estimates, the site gets into the natural search results for relatively decent positions no earlier than six months later. Are there ways to get to SERPs faster? There is.
Publish your site.
If you have created a site on the 1C-UMI service, then immediately after creation it is available only to you. Even a search robot will not be able to access it. The first step to getting into search results is to publish your site.
In order to publish a site, go to the admin area of your site and click the button «Publish site»… Before publishing, be sure to change the contact information in the header of the site and on the page «Contacts», site title and main content. The site will be sent for moderation and, if it complies with all the rules of the service, will be placed in the public domain for all Internet users. The sooner you open access to your site, the faster the site will be indexed and begin to rise in search engines.
Verify ownership of the site.
In order not to wait for the search robot to find a new site on the Internet, tell him about it yourself. To do this, you need to register the site in Yandex.Webmaster and Google Search Console. In order to confirm ownership of these services, you will need mails in the @ yandex.ru and @ gmail.com domains, respectively.
To verify ownership of the site, you need:
Go to Yandex.Webmaster and Google Search Console, making sure that you are logged in via mail in Yandex and Google. Enter your site name and click add. Copy generated codes. Enter the received codes in the admin area of your site one by one. Press check / confirm.
You can use more detailed instructions on the website umi.ru.
The operations performed will speed up the indexing of your site two to three times: in the case of Google, the search robot will look at your site within a week, in the case of Yandex — a little bit later.
Make up the semantic core of the site.
The semantic core of the site, or search words that most accurately describe your activity, must be composed in order to understand what queries to promote your site for. You can use the selected words when launching contextual advertising and in the content of your site (in texts, news, product descriptions, meta tags, etc.).
An excellent tool for selecting popular queries — Yandex Wordstat.
Enter a phrase that describes your activity, and then see what queries customers might search for you. Yandex Wordstat shows requests by region, by device type, and also by time. Thanks to this, you can predict the peaks in sales and the decline in activity, as well as the right time to promote certain words.
When composing requests for promotion, it is important to choose the selling requests for which they are more likely to come to buy, and not just look (for example, upon request «buy roses nizhny novgorod», but not «Red roses»).
Use unique texts.
Search engines never «love» your site if you will use other people’s texts. Each article, description, signature on your site must be unique.
Before placing any text on the site, check it for plagiarism. There are many services for this, for example text.ru. It allows you to check the uniqueness of the text, spamming, and at the same time checks for errors and typos.
Keep track of the percentage of spam — the number of keywords in the text: there should be enough of them for the text to be considered relevant to the query, but not more than 60% of the entire text, otherwise search engines will suspect deception and lower your positions in the search.
We recommend checking the uniqueness of the text on several resources at once, since the results do not always coincide. In such cases, it is better to trust a lower percentage of uniqueness. — for reliability.
Confirm the originality of your texts.
Even if your texts are 100% unique and written by you personally, search engines have their own view of what is happening. If a popular news portal or just a site with great authority, which depends on the age of the site, the citation index, the number of pages, etc., hosts your text, the search robot will most likely not assign the authorship of the text to you.
In order not to get into such situations, confirm the originality of your texts in advance. To do this, use Original texts from Yandex.Webmaster. Place your text there and click «send» — from now on, Yandex will consider your text to be yours.
Fill in the meta tags.
The search engine sees the site differently from you and me, it examines the page code, by which it draws conclusions about the content. Filling in meta tags — key information about the page, — you help the search robot understand what is on it and how relevant this information is to search queries.
There are 4 types of meta tags:
Url — page address. Title — page title. Keywords — keywords separated by commas, describing the content of the page. Description — a short meaningful description of the page.
Meta tags are also reflected on the search results page where your potential customers see them:
Recommendations for working with meta tags:
fill in meta tags on all pages; texts of meta tags on different pages should not be repeated; The URL must contain a key request written in Latin; it is better not to make Title and Description longer than 100-150 characters.
Increase the TCI of the site.
The Topical Citation Index (TCI) shows how often other sources link to your site. If the donor site (the site that links to you) has a higher TCI than yours, you will gain additional weight in the eyes of search engines. There are special exchanges for selling links, where for a small fee, links to your site are posted on reputable resources. You can also negotiate directly with the site owners to post links or publish your articles with links to your site.
Now the story with the placement of external links is not so popular, and search engines have learned to recognize sites that buy links to their site in large quantities and exclude them from the search results. And yet, moderate and careful placement of inbound links can have a positive effect on your site’s ranking in the SERP.