25, Aug 2022
What really helps to increase traffic from search engines?
TOP-10 search engines (at the end of the 20th year):
Google – 53.9% (73.5 million hits)
Yandex — 43.1% (58.7 million hits)Rambler – 0.1% (181 thousand clicks)
Bing – 0.1% (147k hits)
Tut.by – 0.01% (12 thousand clicks)
Yahoo – 0.001% (6.5 thousand clicks)
The share of traffic is now divided between search engines in approximately the same ratio, but Yandex and Google are invariably in the lead. Therefore, most seo-specialists usually focus on them. To get into the search results of these two search engines, you need to understand the basic principles of their algorithms and the principles of ranking sites.
Search engine algorithms are constantly updated, and every year it becomes more and more difficult to get to the top of the results and keep your positions there. And many cheap and easy ways to improve your rankings have become extremely risky and face sanctions from search engines.
So what works? How do Google and Yandex determine which pages to return in response to what people are looking for? How to get all this valuable traffic to your website?
Google’s algorithm is extremely complex, and here are the basic principles it uses to rank websites:
Google looks for pages that contain quality and relevant information about the user’s query.
It determines relevancy by “scanning” your site’s content and evaluating (using algorithms) whether that content matches what the user is looking for, typically based on the keywords it contains.
Google defines the “quality” of a site in many different ways, but it’s still important to Google the quantity and quality of other websites that link to your page and to your site as a whole.
The Google algorithm also evaluates additional elements to determine where your site will rank, such as:
How do people interact with your site (do they find the information they need and stay on the site, or do they return to the search page and follow another link? Or do they just ignore you in the search results?)
Your website loading speed and mobile friendliness
How much unique content do you have (versus low value content or duplicate content)
The Google algorithm considers hundreds of ranking factors in response to search queries, and they are constantly updating and improving their process.
Ranking factors in Yandex largely overlap with Google factors. But there are also some peculiarities. So in 2021, Yandex named the main parameters using the example of online stores:
the Yandex quality index (QI) is still decisive;
physical quantities of the HTML code;
the number of quality pages in the index;
the quality and number of links that lead to a third-party resource;
quality of incoming links;
the presence of the resource in social networks;
the number of transitions from the search and behavioral factors – presence time, browsing depth, number of bounces and last click;
ALT attributes and the number of words in each of them;
the quality of domains that link to your site;
number of words in internal links;
the number of direct visits to the resource;
website presence on YouTube;
the number of clicks from social networks and mail.
The good news is that you don’t have to be an SEO expert to rank high in search results. We’ll look at proven website optimization techniques to help you drive targeted traffic through search.