Construction of a site

Good construction of navigating structure of a site division of these goods on separate headings or folders on a portal, and also removal of so-called general{common} key searches (the home appliances to buy home appliances, shop of home appliances) on the main page of a portal (provided that emphasizes on promotion of these searches) becomes.

For example, www.site.ru - searches of home appliances without binding to models, directions;

www.site.ru/washing/ - washing machines;

www.site.ru/microwave/ - microwaves;

www.site.ru/juicer/ - juice squeezers.

The further hierarchy will be quite comprehensible to promotion of the project, if within the framework of each separate direction of the goods there will be a distribution under characteristics of the goods, and further - on models.

For example, for washing machines:

www.site.ru/washing/ - washing machines;

www.site.ru/washing/bosch/ - washing machines of firm Bosch;

www.site.ru/washing/samsung/ - washing machines of firm Samsung;

…

www.site.ru/washing/bosch/WVF2000/ - a washing machine of firm Bosch, model WVF2000;

www.site.ru/washing/samsung/S1005J/ - a washing machine of firm Samsung S1005J.

It would be desirable to emphasize that fact, that construction of a site can be and another, but we shall consider the general{common} case most comprehensible, in our opinion, for scale promotion of a site on a plenty of search searches in search engines.

Often it is possible to meet sites without the text maintenance{contents} on the main page or narrow specialization of the companies. The main thing from this example to understand the basic essence of distribution of searches, namely - removal of the general{common} searches bearing{carrying} in universal character of activity of the company, on the main page, and also division of different directions of the company or Internet - shop on pages inside a site with the further distribution to functional attributes and names of models.

Such structure of the project allows to facilitate, on the one hand, job on optimization of the project, and with another - to complicate this process and to stretch{drag out} term of promotion of a site. But if you think globally, are aimed at durable result, are not afraid of test by time and difficulties in job, we advise to adhere to this strategy. Why - in part we explain now, in part hardly later (it concerns internal reference ranging of a site).

That we shall win at such distribution and construction of a site:

* Hit of a target audience on that page which precisely corresponds{meets} to the set search (having set search « a washing machine samsung », the user will pass on page www.site.ru/washing/samsung/, completely satisfying his{its} requirements). This parameter will play the role also at a rating of efficiency of search optimization of the project. Not subtly, that having got on this key search about the main page of a site, or about any another, the user simply can not find the information necessary for him then will close page.

* Uniform, correct distribution of searches on all site. There is a hypothesis and many disputes on that, how much key searches to allocate for page. You will not find the precise answer, however it{him} and does not exist. Searches are different, therefore it is necessary to think ideas of the potential user which will come on search about that page which you have planned. We shall take our example: it will be incorrect to look a site with page www.site.ru/washing/samsung/ on such searches as « washing machine Bosch » a little. Agree, what is it it is not absolutely correct. And if key phrases not one hundred to not distribute{allocate} them on one page? The correct approach to a problem is necessary, and the circuit offered{suggested} by us completely solves her{it}.

* A problem of text filling a site. Running it is a little forward, say, that the text maintenance{contents} of a site - the important factor at his{its} ranging by the search engine. The presence{finding} of a key phrase is the important positive aspect for good positioning a site in delivery of the search engine. It is very difficult to describe all goods or services on one page, having saved thus laconicalness and clearness of the information which you want to inform the potential client.

Many can say: « Yes at us 5-6 searches that them there to divide{share}, in fact we twist all on the main page ». Yes, it is possible and the question of convenience of the user who has come on a site is solved the problem time of search promotion of the project, but not. Well if these searches single-root and if on a site there are pages specially allocated{removed} under it why them to use?

Unfortunately, very much often it is necessary to collide{face} with such opinion. For this reason many companies, being limited to 10-20 key expressions, deduce the main page of the project on all set. As result - bad feedback from search optimization and the money spent vainly. Be not absolutely correct it can also because at ranging a site the search engine takes into account "ocurrence" of key searches in the text maintenance{contents} of page. Agree, it is sometimes very difficult to contain in the text on one page 10-20 raznokorennykh key phrases.

After we have carried out the preliminary analysis of structure of the project, will not prevent to lead{carry out} the small analysis of the site.

On what it is necessary to pay attention:

* A spelling robots.txt

The file robots.txt serves for an interdiction to those or other search robots on indexation of a part or all site. The file robots.txt is placed in the root of a site and allows to choose for some search machines (for example, a Yandex) a priority mirror of a site with the help of Host directive.

In more detail about a spelling of a file robots.txt look: www.citforum.ru

* Use JavaScript, Flash

Search machines not always can correctly process links on JavaScript, therefore it is desirable to use them as small as possible. The elements of a site executed on Flash, are not indexed by many search engines. If internal links of the project are made out on Flash, the majority of search engines will be not not found with these pages.

* Formation of the list of new pages or maps of a site

Each time when on a site there is a new page, she becomes to the known search machine only when she{it} will be found with the robot of the search machine. If the page is located in depth of a site, it can take place very much neskoro. Accommodation of a map of a site frequently solves a problem of indexation and pereindeksacii a site.

* Dynamic pages

For some reasons dynamic pages are badly indexed or not indexed in general by search engines. We advise to avoid a dynamic spelling of addresses of pages of a site.

The analysis of a competition

Understandably, that by optimization of the project of us the first 10 positions of delivery of the search engine interest. Therefore and we advise to spend the analysis of a competition proceeding from parameters of first ten sites of delivery of the search engine. First of all it is necessary to be defined{determined} with that, what search engine interests you. But by virtue of that search engine Yandex generates the greatest share of the traffic of a Runet, we shall stop on the basic parameters of first ten sites to which it is necessary to pay attention first of all:

* So-called parameters of authoritativeness of a site.

Pay attention to parameters PR main and internal pages of a site, tIC a site, and also check up his{its} presence in authoritative catalogues Yaca.Yandex.ru and Dmoz.org.

In more detail about tICe: help.yandex.ru

* Pay attention to reference popularity of the project and presence of links from the main pages of a site.

It can be made by means of http: // www.yandex.ru/yandsearch command? Link=www.site.ru*iserverurl=www.site.ru. In Google it is necessary to set search search of a kind link:www.site.ru.

The search engine will give out quantity{amount} of links (not all) on a site and will specify addresses of their presence{finding}. Analyzing links to a site, it is important to pay attention to such parameters, as: tematichnost` links (similarity of subjects of a referring site to yours), presence of links from the main pages of other sites (besides, pay attention on tematichnost` sites, parameters of authoritativeness of sites, quantity{amount} of such links), and also on an enclosure of page on which the link is placed.

As a rule, than quantity{amount} of links there is more, than they are more approached to subjects of your site, the parameters of their authoritativeness, the above a competition in the given sphere of activity are higher. It is possible to assume, that for achievement of the same result at observance of a high level of contents of a site, his{its} construction, imposition, schedules and other parameters you need in aggregate approximately same quantity{amount} of links to a site.

Also for search engine Yandex the opportunity of check of quantity{amount} of sites which refer on interesting us, with the certain maintenance{contents} in the text of a page will be convenient. It can be made with the help of the command:

anchor*link = " www.site.ru * " [key search] - links to all site as a whole with the maintenance{contents} of " key search ».

anchor*link = "www.site.ru" [key search] - links to the main page (it is possible to set the address of any other page) with the maintenance{contents} of " key search ».

Thus, at you will be also an additional opportunity to estimate a competition on separate searches, having learned{having found out} sources of links and parameters of authoritativeness of referring sites.

Unfortunately, direct searches in search engine Google do not allow to make it. Search for such opportunity on sites of web designers though the picture is quite clear and according to search engine Yandex.

Look after parameters of all 10 or even the first 5 sites from top10 deliveries of the search engine. Carry out the cumulative analysis of those parameters of authoritativeness of a site by which you will be guided at promotion of the project. From the same parameters, taking into account the opportunities and knowledge in the field of promotion, it is possible to draw conclusions on approximate terms of promotion of a portal.

After with the analysis of a site, a sphere of activity and a competition we were defined{determined}, we pass to the following stage - to selection of key phrases for promotion of the project.

2. Selection of key searches about search optimization (drawing up of a semantic nucleus).

At selection of key phrases we advise to use two services, namely: statistics of searches of users Yandex - http://wordstat.yandex.ru/, and also statistics of searches Rambler https: // ad.rambler.ru/swrds/wrds.pl. At the left you will see a key phrase, and on the right - quantity{amount} of shows of search for the last month. On the average the parameter of clickability (CTR), and in other words - quantity{amount} of transitions to a site - makes 2-3 %. Thus, you can count up and the approximate traffic which receive on the certain search, having got in top deliveries:

Visitors = (Quantity{Amount} pokazov*3 % of)/30 days a month.

It would be desirable to note also, that the quantity{amount} pereshedshikh visitors on search directly depends on a position of a site, so-called snippeta (look below), given out tega Title a site, popularity of a site and relevance of delivery.

Snippet - the description of a site displayed by the search engine at delivery. As a rule, it is a fragment of the text, or contents tega Description which includes a required key phrase.

Before promotion of a site it is important to define{determine} for itself, you pursue what purposes during promotion of the project - commercial, or information. Hence, and searches are necessary for dividing{sharing} on commercial and information.

In our case for the main page of a site it is possible to attribute{relate} to commercial general{common} searches (we set search home appliances in http: // wordstat.yandex.ru/):

www.site.ru - the main page

Shop of home appliances

The Internet shop of home appliances

Sale of home appliances

Network of shops of home appliances

Site home appliances

Home appliances of firm

To buy home appliances

Search of home appliances

To queries also it is carried:

Home appliances

The built - in home appliances

The market of home appliances

The expert home appliances

Home appliances electronics

Fine home appliances

Forum of home appliances

Household tekhnikam video

www.site.ru/washing/ - washing machines (we take only commercial)

Washing machines

To choose a washing machine

The washing machine to buy

Washing the machine the automatic device

Washing machine a choice

Sale of washing machines

Ultrasonic washing machines

Washing machines shops

The best washing machine

Built in washing machines

www.site.ru/washing/bosch/ - washing machines of firm Bosch (we take only commercial)

Washing machine bosch

ctiral`nye machines bosch

Washing machines bosh

Washing machines bosh simens

Washing machines of firm bosh

bosh washing machines vertical

Washing machine bosch the price

Washing machines of firm bosch

, etc. (for simplicity and a transparency we shall be limited to these phrases in our example) It not all key phrases which should be taken into account. But to not confuse an example and to save a certain clearness, we shall be limited only to these most popular phrases among users.

It would be desirable to note, that are present at statistics and searches of a kind « a washing machine bosch max », « a washing machine bosch 2460 », but they already concern to concrete models of washing machines for which on structure of our site separate pages are allocated{removed}. Hence, these key phrases should undertake in attention by optimization of corresponding internal pages.

Such analysis should be lead{be carried out} on all set of your production, having set searches "microwaves" (do not forget about "mikrovolnovkakh"), « washing machines », "juice squeezers", etc.

Carry out the full analysis and make the full list of key searches for promotion of the project. Pay attention also to the right column in statistics of selection of searches Yandex. It that else people engaging in search of home appliances searched. As a rule, searches in the right stolbce are the good help at selection of key phrases, often specifying on searches - synonyms, or other searches of your subjects interesting to the user.

At selection of key phrases pay attention to reductions, searches with mistakes in a spelling, on a spelling of firms - manufacturers cyrillics and latinicej (for example, Samsung and Samsung). Simply speaking, at selection of keywords you need to see at a problem{task} through a prism of thinking of your client, having analysed every possible variants of submission of searches by search of this or that production.

Do not forget to see at competitors and on key searches which they use for promotion.

If you count on fast feedback from search optimization, do not do{make} the big efforts of promotion of the project on brief searches at the initial stage. Key searches from one word frequently are the general{common}, and the big popularity is far from being always speaks about their huge commercial component. We advise to pay also the big attention uzkonapravlennym to searches. In our case it there can be searches « the purchase washing machines », « samsung the washing machine to buy ».

It is not necessary to prove once again that fact, that the users who have come on a site on search « samsung the washing machine to buy », there will be more desirable for you, rather than the users who have come by means of search « washing machines » in case you are engaged in sale of washing machines Samsung. However it does not mean at all, that it is not necessary to take in attention search « washing machines ». We want to emphasize only, that from the point of view of commercial feedback the second search will be much more practical, though also less popular.

Estimate the forces on promotion of the project correctly, in fact sometimes it is possible to direct the forces spent for promotion of one strong search of a class "home appliances" on promotion more simple 10 uzkonapravlennykh searches (for example, « to buy a washing machine ») and to receive on much big feedback from promotion of the project, having spent thus there is less than time and resources. As a rule, uzkonapravlennye searches are also rather simple for promotion that speaks about the next important moment of promotion, namely - about an opportunity to achieve enough fast and stable result from a good commercial component.

The unique problem at promotion of the project on set uzkonapravlennykh searches is their quantity{amount}. Certainly, it is more convenient to advance 5-10 uzkonapravlennykh searches, rather than 100-200 fine key phrases. But let's think, first of all, of we pursue what purposes, and also that a qualitative good site with the good target traffic - a problem{task} not one - two months. Be solved she can years.

Complex promotion of sites. Stages. Advantages. Lacks

For today there are some kinds of advertising in a network the Internet: it is banner / ????®??n advertising, contextual, promotion of a site in search engines, accommodation of advertising on thematic portals (PR advertising) and some other. In this clause{article} we shall stop on the positive parties{sides} of each separate stage and as we shall define{determine} the positive and negative parties{sides} of the complex approach at promotion of a site, i.e. uses of all methods simultaneously.

Banner / ????®??n advertising.

Banner advertising bears{carries} in itself such important component, as formation of image of the project. This advertising very much often name imidzhevoj. One of problems of banner advertising is that her{it} is impossible to estimate later 2-3 months as frequently image of a portal is under construction years.

Its{Her} purpose - to achieve recognition of the project, to achieve trust among constant clients and to provide significant percent{interest} of regular customers of a site which will perceive it{him} as « the project by default » and to visit{attend} on a constant basis.

The basic mistake met among the companies on advertising of a site or web designers is that frequently use banner advertising for attraction of the target traffic. The similar approach is incorrect. It is possible to agree, it was actual about 4-5 years ago, but for today there are much more effective methods of attraction of the target traffic on a site, therefore banner advertising is first of all imidzhevaja advertising of the project which solves a problem{task} of recognition of a brand in the market, increases in image of the company.

As exception advertising, i.e. accommodation medijnogo a context (as a rule the big banner 728*90 or 200*300) on pages of search engines (for example, Yandex) or on thematic portals can serve medijnaja.

medijnogo a context it is possible to solve such problems{tasks} with the help, as search of buyers, increase of recognition of a brand among a target audience, wide enough scope of an audience.

As subjects medijnoj and banner advertising the goods and services of the mass demand, known trade marks, mass actions, events frequently act.

It is possible to attribute{relate} to advantages of banner advertising:

* Presence of a visual image - the main advantage in comparison with other kinds of advertising in the Internet

* Rather small cost

* Low requirements to human and time resources