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This rating is based on the SEO characteristics of websites of online optical stores in Minsk. It should be borne in mind that the audit results relate only to the Internet presentation of companies, and not to their activities as a whole. For evaluation, we used various criteria, such as domain age, indexing, link mass, tag optimization, micro markup, reputation (maps), content uniqueness, site performance, usability and e-commerce. Each site was assessed against these criteria and an overall score was calculated based on the data obtained, taking into account the importance of each factor. The maximum score is 500.
Let's consider the demand for optics in Minsk. Data on the frequency of requests was obtained from Yandex.Wordstat statistics. Demand does not have a pronounced seasonality, but there is a smooth and stable growth.
The average age of the sites in the sample is 5.75 years. Young sites (less than 2 years old) - only 10%. This suggests that the market in this niche is already stable, and new sites face a lot of competition and difficulties in promotion.
What to do: The age of the domain cannot be changed, but it is important to consider that older sites have more trust from search engines. It will be more difficult for young sites to promote, since trust in them from search engines has not yet been formed. However, this does not mean that sites with a large age will automatically reach the top.
85% of sites have a robots.txt file, and 90% have a sitemap.xml, which indicates that indexing is properly configured. However, 25% of sites have duplicate home pages, which may indicate possible problems with other duplicate pages.
What to do: If there are duplicates on the site, they must either be removed or hidden from indexing via robots.txt or sitemap.xml. These files must be embedded on the site for proper indexing.
Most sites have up to 20 domains linking to them, and the average number of domains per site is 32. The link mass in this niche is quite weak, which can be used to an advantage.
What to do: To improve positions in search results, it is necessary to increase external links to the site. This will allow you to beat your competitors and improve your site's visibility in search engines.
Half of the sites have less than 10 reviews in Google and Yandex.Business. This suggests that the online reputation is not very developed.
What to do: You need to actively work on collecting feedback. It is important to remember that Google has not published reviews for Belarusian companies since March, and not all reviews are moderated in Yandex. However, ask real customers to leave reviews to increase your chance of getting them published.
Micro markup is available on most websites. However, 40% of sites lack Schema markup, and 35% lack OpenGraph.
What to do: It is important to use micro markup to indicate the address, images, prices, ratings and reviews of products. This will increase the likelihood of your content appearing in search engine rich snippets.
The Title tag is optimized on only 45% of sites, and the Description tag is optimized on 55% of sites. This indicates a lack of optimization of meta tags for search engines.
What to do: It is necessary to include Title and Description tags for all pages that need to be indexed. It is important to include keywords in them, and also, if necessary, use themed emoji to increase click-through rates.
In terms of performance on desktop versions of sites, the situation is quite good. However, on mobile versions, 70% of sites have poor performance, which can have a significant negative impact on usability.
What to do: To improve site loading speed, compress images, get rid of unnecessary plugins and optimize the code. Sometimes it is necessary to rewrite the site code or even update it to modern technologies if it uses outdated solutions.
Most websites are responsive and have SSL certificates. Clickable phone numbers are present on most sites. Also, 90% of sites have functional search.
What to do: Make sure the site has clear targeted actions, such as the ability to leave your contact details for a call back. Make all contacts on the site clickable for the convenience of users.
The optics niche in SEO is actively developing, and the demand for optical products continues to grow. Most sites have significant potential for improvement in SEO, and even small changes can help significantly improve search rankings. We hope this audit will help you develop an effective promotion strategy for your website. If you need help with optimization, don't hesitate to contact us.
You can contact the SEO studio "SEO COMPUTER" with any question by email info@seo.computer.
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