Optimizing a website for search queries is the basis for successful promotion. Selecting keywords and filling the resource with them is an obligatory part of SEO work. Placing promoted phrases on the page allows you to make it clear to the search engine that the information in this section is relevant to relevant user queries.

Stages of optimization for queries

• Working with internal factors. This is improving the resource itself, filling its pages with unique content containing keywords, writing meta tags and much more. Most of the work to optimize a website for queries is carried out at this stage.
• Working with external factors. It involves building up a high-quality link mass. Working with requests for at this stage comes down to the correct inclusion of such phrases in anchors (texts of the active part of the link structure).

What can be optimized for requests on the site?

Page URL

You can include promoted queries in the page link title. In this case, so-called CNCs are created - human-readable URLs. They contribute not only to promotion, but also to increased usability: the visitor can determine its approximate content by the page address. You can enter the URL manually, but when working with a multi-page site it will take a lot of time. In this case, it is convenient to use automatic address setting. Thus, the URL can be formed based on the content of the h1 header.

Meta tags

Optimizing a site for search queries involves adding keywords to the main meta tags.

• Title. This is the page title that is displayed in the browser and on the search results page (above the snippet). The maximum meta tag length is 70 characters including spaces. Due to limited space, the title includes one key phrase.
• Description. This meta tag succinctly describes the content of the page. Google uses this short text as a snippet without modification. Yandex has a different principle for forming a block of information in search results, but the snippet will still be partially based on the content of the description. When optimizing your site for queries, you can add 1-2 keywords with non-overlapping words to this meta tag. The page description must fit into 170 characters.

When creating meta tags, it is important to adhere to the following rules:

• include promoted queries in the title and description of each page;
• avoid repeating the same keys;
• do not include words in meta tags that do not relate to the content of the page;
• enter keywords into a meaningful phrase - a simple listing of queries is not allowed;
• write according to the rules of the Russian language, without mistakes.

Heading h1

When optimizing your site for search queries, you need to include relevant keywords in the main page title. At the same time, the text in h1 should not completely duplicate the title. There can only be one main heading per page. Usually the highest frequency query is included in it, and an occurrence in a natural word form (morphology) can be used.

Subheadings h2–h6

These tags are intended to structure the content and simplify navigation on the page. When optimizing a site for queries, key phrases are also included in the subheadings. It is advisable that they are not duplicated with those used in h1. Repeating the same keys may be considered spam. Subheadings do not have to include promoted queries. The main thing is that h2–h6 reflect the essence of the information that will be disclosed in the block below.

Text content

It is necessary to fill the site with informative texts containing keywords. Moreover, it is not the number of queries used that is important, but the quality and usefulness of the content. When creating texts for promoted pages, you should follow the following rules:

• add only those keys that relate to the topic of the page;
• avoid spam (no more than 2-3 phrases per 2000 characters);
• for commercial pages, try to include the words “sale”, “buy”, “price”, etc. in the text;
• use subheadings, lists, tables, i.e. make the content easy to read;
• use keywords only in forms that are natural for the Russian language; you can include occurrences diluted with other words if required by the logic of constructing the phrase;
• add LSI phrases to the text (words from the keyword environment or its synonyms, often used in this topic);

• Highlighting promoted queries with the strong tag is optional: this does not affect the ranking of the page.

Alt attribute for images

To make the site as informative as possible, it is advisable to add images: product photos, infographics, etc. This content can also appear in the search results when searching for images. For all images that complement the overall content of the page, you must include an alt tag. The phrase should reflect the essence of the photograph or picture. You can include keywords in alt, but only as part of a meaningful sentence. It is undesirable to use commercial queries in the meta tag text (with the exception of a scan or photograph of a price list).

Working with external factors: keys in the anchor list

Anchor links are necessarily taken into account by the search engine when ranking pages. A correctly compiled anchor list increases the chances of reaching the top search results. Exact and diluted keywords, as well as non-promoted phrases (“here”, “on this page”, “here”) can be used in the link text. The options should be as diverse as possible to make the link mass natural. Links can also come from images. The percentage of anchor types will depend on the page being promoted, key phrases and other factors. Natural anchors should be at least 10%.

As a novice SEO specialist, you have probably heard a lot of advice and judgments more than once on the topic that it is not recommended to optimize one page for more than three keywords. to you at initial stage all keywords should be equally important, because you still have to figure out all the nuances of SEO. If you are an experienced optimizer, I think you will undoubtedly want to learn how to use all SEO tools online. The article itself provides an opportunity to understand the optimization process using several keywords.

The main criteria for ranking sites have been and remain search authority and relevance. Relevance is determined by the content's relevance to the search query, and authority is what keeps your site at the top of the SRRP. Relevance is the sorting of sites' results when composing a search query using keywords. All search engines operate according to an algorithm, providing options for a search query. In order for your page to be in a leading position when issuing search queries, you should optimize the page. One of the simplest and effective ways optimization is the ability to create your own optimization dictionary of terms, phrases from which will become more relevant in the search query. Rewrite the text using optimized phrases and achieve the desired effect.

How to correctly place keywords on a page.

Of course, the easiest way to achieve an increase in traffic to your site is through , but this is not always possible, so sometimes you have to optimize a page for several requests.

First, you need to decide on three priority keywords from which you will later create phrases. Remember that long phrases should be assigned to the low priority list. The shorter the phrase, the more relevant it is.
Determine whether it is possible to write a short, easy-to-read article according to the words you have chosen; if so, feel free to include your phrases in the list with medium priority. When dealing with the complexity of keywords and phrases, it is important to remember that working with a low and medium priority list much easier than with high-priority words and phrases.

In order to correctly place keywords on a page, it is important to know several nuances. Place your main keywords at the beginning of the title. However, don't try to cram all three keywords into your title tag, as that will be difficult and won't meet your expectations. No matter what the sentence in the title tag looks like, the search engine will only show an excerpt with the keyword in the SERP.

Remember that clear headings are perceived better than a bunch of incoherent words, so in the h1 tag, try to play with and complement the keywords, because this heading has a special meaning.

Try to write your own paragraph of text for each key phrase. Don't be afraid to use everything available methods optimization copywriting. If possible, add low-priority words to the text, and rewrite sentences that, in your opinion, sound clumsy, thereby making your text more readable. The title enclosed in the h2 tag is also of no small importance, because this tag itself not only carries considerable search weight, but also gives you the opportunity to enclose your entire article in it using medium-priority keywords.

The highest skill of an optimization copywriter is the ability to write clear, readable text that will encourage the reader to take action and at the same time ensure that this text is optimized for a specific keyword. Learn to write not ordinary content, but interesting and informative articles filled with keywords.

But search engine promotion is not a panacea and not the only direction for promotion on the Internet. There are sites that are promoted by organizing various promotions and competitions. You can also post information about your site on special sites (like the Groupon site) where information about all the discounts and sales that exist in your country is collected.

Since now there is competition in almost all areas of the Internet, you need to use all available technologies for promotion.

The article was “created for people” (according to the precepts of Yandex)). But it’s too early to post it on the site. In order for the same Yandex to come, see, win and show users, the article needs to be optimized. This is what we will do.

Step 1. Select relevant key queries

We want the article to bring targeted search traffic to the site. To do this, it must get into the top 10 search engines for queries that can lead to this traffic. Moreover, when moving from a search to an article, the user should be satisfied with the information received.

This means that we need to optimize the article for queries that:

1. They are in demand (they are looked for in searches).
2. Relevant to the content of the article.

Using the logic and the Yandex.Wordstat service (see instructions for Wordstat), we get the following options:

Query statistics were looked at only by promotion region (Moscow and region). In the Russian Federation, the frequency will be higher, but users from Novosibirsk, for example, are not interesting to us, so we do not count them (and all others):

We look at the statistics both with the operator “” (quotes) and without it. In the first case, the frequency of the exact request is shown - how many times the phrase “custom sofa” was searched and not a word more. In the second case, the overall query frequency is shown - how many times phrases that included the phrase were searched custom sofa. These could be the phrases “custom-made sofa Moscow”, “custom-made sofas inexpensively”, “sewing custom-made sofas”, etc.

Why do we need 2 statistics values ​​(with and without the “” operator)? If we correctly optimize the article for the request “custom sofa,” then there is a high probability that by typing this phrase into the search, the user will see our article, because it will be completely relevant to the request. But, if he types the phrase “tailoring sofas to order,” then sites that contain this exact phrase will be shown first. Our article, in which there is no such combination at all, may or may not get into the TOP - it depends on the level of competition. Thus, we look at how many impressions we are “guaranteed” and how many are potentially possible. In the case of “custom sofa,” when optimizing the article for this request, we set a goal to receive a minimum of 449 impressions per month, a maximum of 3,464.

Based on this, we rank the key queries in our table from the most interesting to the least interesting:

It makes sense to optimize each page for 3, maximum 4 keys. Therefore, for optimization, we select the first 4. We also keep the remaining 5 in mind. If possible, we will weave them into the text.

And that's not all =). To avoid wasting time, make sure that the selected queries are not in the TOP. After all, if your site is already shown for the query “kitchen sofa,” then why all this dancing with optimization?

If there are few requests, you can simply enter each one into the search and see what position your site ranks. Just remember to turn off personalized results, otherwise you will see something completely different from your potential client. Instructions - how to disable personalization.

I preferred to use one of the position checking services (full selection). The breakdown of positions, of course, is made by region of promotion:

One of the keywords we are interested in, “custom sofa,” is in the top of Google. There is already a landing page on the site for this request. Let's not create confusion and exclude this key from our list. We simply recommend that the site owner carry out additional optimization of this page in order to bring it to the TOP of Yandex, and not just Google.

For other keys, the site is neither in the Yandex top 100 nor in the Google top 100. Let's try to get there =). Moreover, there are no pages on the site that conflict with our article.

So, the approved list of keys for an article looks like this:

The hardest part is over. They identified the keys and did it consciously, understanding why and why. All that’s left to do is optimize the article.

Step 2. Optimize tags

We write the title tag

I won’t go deep into the theory. You will find details and secrets in the book. In short, the title tag should look like this:

• The basic information of the tag is contained in 70-75 characters with spaces.
• The title begins with an important key query (preferably an exact entry).
• There is no keyword spamming, just 1-3 queries are enough, for which the page is optimized.
• The title should reflect the content of the page.
• Minimum stop words: conjunctions, prepositions, interjections and particles. But if their absence violates the logic and norms of speech, it is still better to include them in the tag text.
• There are no special characters (= ()/ \ | + _) and punctuation marks (- . ! ?).
• There is no company name because it is not a meaningful keyword. But if you have a well-known brand, then you can indicate it. Also, you should not write such useless words as “Home page”.
• Compose the title tag for people according to all the rules of the Russian language; the title should be catchy and attractive.

The title of the article that we came up with for users in the first part of the manual is: “ " It seems to meet the requirements. But let's leave it for h1 and discuss it a little later.

The following might work as a title tag for our article:

1. Sofa for the kitchen: solving the problem of lack of sleeping places.
2. The ideal sofa for the kitchen: 19 ideas for organizing a sleeping area.
3. Sleeping place in the kitchen, or how to choose a sofa.

If you remember, we selected these headings while writing the article (part 1). In general, all options meet the above requirements. But, looking at the table with the keys, we decided to combine the first two and replace the keys. Like this: Kitchen sofa: 19 brilliant ideas for organizing sleeping space in the kitchen.

Shall we check?

• Number of characters: 71 (+)
• The keyword is present, and at the very beginning (+)
• There is 1 more key phrase at the end " sleeping place in the kitchen» (+)
• The title is not spammy, the keys are repeated only once (+)
• There are no special characters (+)
• The title is compiled according to the rules of the Russian language, reflects the essence of the page, attracts attention (+)

So, the title tag for the article: Kitchen sofa: 19 brilliant organization ideas sleeping place in the kitchen .

Add a description meta tag

The requirements for the description tag are something like this:

• The tag length should not exceed 150-200 characters including spaces.
• The tag must describe the content of a specific resource page.
• Provide the most important information by placing keywords at the beginning of the tag.
• Description should not repeat title.
• Must be written for people.

19 ways to organize a sleeping area in the kitchen: photos of 10 ready-made kitchen sofas and 9 individual interiors. Find out in the article what requirements to present and how to choose a sofa for the kitchen.

Seems not bad. But it's better to shorten it, it's a little hard to read. What if so:

19 ways to organize sleeping place in the kitchen: 10 ready kitchen sofas and 9 individual interiors. We'll tell you what to look for when choosing sofa in the kitchen.

We check:

• Length 162 characters (+)
• Contains short description articles (+)
• There are 3 keys from our list (+)
• No match with title (+)
• Clear and easy to understand when reading (+)

Great, description is ready. Let's move on to headings and subheadings.

We place tags h1-h6

These tags show the search robot that the text contained in them is a heading or subheading, and reflect the structure of the entire text. The robot takes this into account when determining the relevance of the page to the user's request.

We wrote in detail about h1-h6 tags in the article. The basic requirements for headings are:

• Use the keywords you want to promote your article in your headings and subheadings.
• Heading

  must not match tag