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As part of the SEO audit, we analyzed the websites of 20 companies operating in the field of funeral services in Minsk. All these sites occupy places on the first pages of the Yandex and Google search engines.
Based on the results of the audit, a rating was compiled that reflects the state of SEO optimization. Please note that this rating is subjective and evaluates only the SEO parameters of sites in a given niche, and not the overall activities of companies. To compile the rating, we used indicators such as domain age, indexing, link mass, tag optimization, micro markup, content uniqueness, site performance and usability. All sites received their final score, which was calculated based on the importance of each criterion. The maximum score is 500 points.
About half of the sites in the sample are under 5 years old. The average domain age is 5.9 years.
What to do: We understand that the age of the site cannot be changed. However, it is important to note that older sites usually have a large number of inbound links, pages, and visitors, which contribute to their stable search rankings. At the same time, young sites can compete with older ones if they carry out proper SEO optimization, and reach the TOP in 6-12 months.
Indexing is the process by which search engines crawl website pages and add them to their databases. If site pages are indexed, they may appear in search results. It is important that your site is correctly indexed and does not contain duplicate pages.
According to the audit results, all sites have Robots.txt and Sitemap.xml files, but more than a third of sites have duplicate pages. Also, 50% of sites have indexing deviations, when one search engine sees more site pages than another.
What to do: Check with your SEO specialist the number of indexed pages in Google and Yandex. If pages are not indexed, submit them to the index. Also, make sure that there are no errors in the Robots.txt file, and hide unnecessary pages or duplicates from indexing.
Website links remain an important factor in search rankings. Despite rumors that the link factor has lost its power, high-quality work with external links continues to contribute to the growth of the site’s position.
Most of the sites in the sample have between 50 and 100 links from other domains, with an average of 72 domains linking to a site and about 489 links per site.
What to do: Focus on the quality of links, not their quantity. Try to get links from reputable sites related to your topic instead of buying cheap links from low-quality resources.
Title and Description tags are important page elements that affect the site’s visibility in search results. Optimizing these tags helps improve CTR (click-through rate) in search engines.
75% of sites optimize the Title tag, and 60% optimize the Description tag. Many pages contain an H1 heading, which is also important for search engine optimization.
What to do: Be sure to optimize the Title and Description tags for each page on your site. Also make sure that all pages have a single H1 heading.
Micromarking helps improve the appearance of links in search engines, and also allows you to display additional data in snippets. This makes your link more attractive to users.
According to the audit results, Schema markup is present on 60% of the sites in the sample.
What to do: Implement Schema markup on all pages where it is needed. It is best to entrust this task to professionals, since implementing markup requires certain skills in working with site code.
Website performance is the speed at which it loads. Websites with fast response times provide a better user experience and can rank higher in search results.
Performance on mobile devices for 65% of sites leaves much to be desired. On desktops the situation is much better: 65% of sites have excellent performance.
What to do: Make sure your site is optimized for mobile devices. Get rid of unnecessary plugins, compress images, and use tools like PageSpeed Insights to improve page loading speed.
All of the sites in the sample are responsive, which means they display correctly on mobile devices. Also, all sites use an SSL certificate for a secure connection. Almost all sites have clickable phone numbers.
What to do: Ensure that all phone numbers on the site are clickable and that your SSL certificate is always active.
All sites in the sample have potential for growth. This can be seen from the points they scored. The leader scored 425 out of a possible 500 points, giving 75 points (or 15% of the possible score) for improvement.
We hope this study helps you improve your website's SEO and stay ahead of the competition.
If you need help with SEO, don't hesitate to contact us. We are always ready to help.
If you have any questions, write to us at info@seo.computer.
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