Purpose: Full coverage of key queries on the subject of the resource.
Process: based on the assembled indicator semantics, the entire list of commercial phrases is collected. Various tools are used for this – Key Collector, Wordstat, etc.
Difficulties: When collecting complete semantics, it is important to understand the differences between commercial and information requests. If you collect the wrong list, then the optimization of the landing page (i.e. the pages that should be ranked in the search results for a specific request) will not bring results, that is, positions.
Result: a full -fledged semantic core, on the basis of which the site structure and product filtering are formed/finalized, landing pages are optimized, the necessary competitors are analyzed.
1.3. Clastralization
Purpose: Formation based on a semantic core of groups of requests, separated by a common theme.
Process: in the work you can start from the experience of the SEO specialist, since most often clustering is logically justified by dividing requests in certain areas (for example, the Smart Watch group, the laptop group, etc.). The work uses additional tools that, on the basis of issuing, analyze which requests are more common on the same pages (that is, they can be ranked on one page). This can accelerate the clustering process, as well as get an understanding for groups in which the division seems non -evident.
Difficulties: in the absence of an understanding of the principle of clustering into one group, requests that should not be combined, or requests of a non -profit orientation may not get into one group. This will create problems with the correct optimization of pages and compiling the structure of the site.
Result: a complete list of key requests distributed in groups that can be ranked within one page
1.4. Distribution by landing pages
Purpose: The allocation for each group of semantics corresponding to the page on the site, or determining the number of new pages for creating.
Process: Collection of the list of site pages and their indication as landing in the corresponding groups. For groups for which there is no suitable page, a list of new pages that will need to be created on the site is compiled.
Difficulties: errors may occur in choosing a landing page – for example, choosing a general section for a group with updated product parameters, etc.
Result: a complete list of groups with highlighted pages, which is used in building a structure and optimization of the site.
1.5. Adding positions to the service
This item does not require a detailed description, since its essence is clear – it is necessary to add semantics to the service of monitoring the positions that you use in work to control the results of the ongoing measures to optimize and track the dynamics of positions.
In our work, we use the Topvisor service, which is developing rapidly and has a very caring support.
Even more fresh marketing materials-in the Telegram channel
- Structure
After collecting the semantic nucleus, we have an understanding of how users are looking for products or services sold by the site. Semantics will also tell you if users are looking for more specific products or use various options for the name of goods. From all this, we will build on the construction of the site structure.
Purpose: to analyze the current structure, highlight errors in the formation of the hierarchy of sections-retracts, and form a new structure
Process: based on the semantic nucleus, the main sections (the main division of the catalog) are built, subsections are distinguished in them (if necessary). If there is a structure on the website, an analysis of the current division of the catalog is carried out, the task for refinement and reorganization is formed.
Difficulties: if there are errors in the collection of semantics or there is no understanding of the logic of the formation of a catalog – for example, the general division is incorrect (for example, incorrect requests are combined into one group, or, conversely, divided into excess small sections), many unnecessary or unaccounted for the structure subsections, or they are not in their parent groups. The site engine (CMS) may require serious improvements for the implementation of new landing pages.
Result: a formed logical and well -organized structure of a catalog/site, with which users will not have difficulties with the search for the desired product or service.
- Statistics services
To monitor the state of the site, as well as the dynamics of attendance on the site, statistics codes are installed, allowing to collect and analyze information and data about the site.
3.1. Yandex.webmaster and Google Search Console
Yandex and Google tools that allow you to monitor the following site data:
The region of promotion
external links
Pages indexation
Availability of errors on the site or filters
Statistics of search queries and clickness of the site in the issuance, etc.
To add a site to J. Vebmaster or GSC, you need to confirm the rights to the site in one of three ways:
To add a site to J. Vebmaster or GSC, you need to confirm the rights to the site in one of three ways:
Add meta-tag to the main page of the site;
html file in the root of the site;
Add TXT recording to DNS.
3.2. Yandex.Metrica and Google Analytics
The statistics service allows you to analyze various metrics of the site – the total number of visitors and visits to the site, attendance by traffic sources, website conversion, time on the site, etc. To connect, add a Yandex.Metric code for the entire site to collect detailed statistics on each page.
In our experience, Yandex.Metrica is not so complicated in development, and the tools are quite wide.
- Regionality
For any commercial theme site, the sales region is the most important ranking factor. To sell products in St. Petersburg, you must have an address in this region and get a geophage in Yandex and Google.
What do I need to do? We will analyze below.