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We conducted a detailed SEO analysis of 20 websites of cosmetology clinics in Minsk, specializing in aesthetic and medical cosmetology. These sites were selected from the list presented in the first positions of the search results. Based on the audit, a website SEO optimization rating was compiled, which is presented below.
This rating reflects only the SEO aspects of websites, and its results do not relate to the activities of companies as a whole. We evaluated sites according to various criteria: domain age, indexing, link mass, tag optimization, micro markup, Internet reputation, content uniqueness, site performance and usability. Each criterion received its own score, on the basis of which a total score was calculated, the maximum score of which was 500 points.
To answer this question, it is necessary to analyze how often users search for cosmetology services in search engines. In our study, we looked at the dynamics of requests in Yandex.Direct. Although the number of requests is not so large, it is important to consider that Yandex in Belarus provides only 20-30% of traffic, while the main flow comes through Google. This means the actual numbers could be 3-5 times higher.
It is also worth noting the seasonality of demand. Although there is a slight increase in interest in the autumn-winter period, the influence of seasonality is not very pronounced. This allows you to start SEO optimization at any time of the year, and the earlier the better.
Now let's look at the main conclusions from the study.
Most sites have a fairly long history - 85% of them have been operating for more than two years. The average age of all sites studied is 7.8 years.
What to do: Although site age is not a major factor in SEO optimization, new sites (less than two years old) will have a slightly more difficult time gaining trust with search engines. However, young sites do not have a negative history (for example, fines), which can be a plus for their promotion.
65% of sites have deviations in indexing, which is a significant problem. Indexing errors occur when one search engine sees more pages than another, or when pages with duplicate content make it difficult to index. Duplicate content occurs on 30% of websites.
What to do: Anomalies can be eliminated using the Robots.txt file, which regulates which pages search engines see. You should also remove or hide duplicate pages to avoid confusion with search engines.
80% of sites are linked to by fewer than 100 other domains, which is low for a competitive niche. Market leaders can boast thousands of referring domains, which makes them much more visible in search results.
What to do: To avoid penalties from search engines, it is recommended to build your link mass slowly and gradually, starting with one or two links per week and increasing the number over time. This can be done both through the purchase of links and through agreements with other sites.
Only 55% of sites use Schema markup, and 70% use OpenGraph. This markup allows you to improve the appearance of your ad in search results, making it stand out from others.
What to do: If micro markup has not yet been implemented on your site, be sure to do so. Specialists can help you customize your markup so that your ad looks more visible and attractive in searches.
The reputation of the clinics on the Internet was assessed based on reviews in Yandex.Business and Google My Business. Most sites have up to 50 reviews in Google and up to 20 reviews in Yandex.
What to do: Regularly ask customers to leave reviews. You can also incentivize them by providing discounts or bonuses for positive reviews.
Title and Description tags are optimized on only 70% of websites. 35% of sites do not have an H1 heading on the home page.
What to do: Make sure that the Title and Description tags, as well as the correct H1 heading, are correctly configured on each page of the site. This will help improve the site's visibility in search results.
Website performance is an important aspect of SEO optimization. According to the analysis, 75% of websites have poor performance on mobile devices.
What to do: Optimize images, improve hosting, and eliminate unnecessary widgets and plugins that slow down your site. Also, don’t forget about mobile responsiveness and an SSL certificate.
SEO optimization of websites for cosmetology clinics in Minsk is an important process that helps improve visibility in search results and attract new clients. Each site can be improved taking into account the results of our audit, and by following the recommendations, you can significantly increase organic traffic.
If you have any questions about SEO optimization, please contact the SEO COMPUTER studio for advice by email: info@seo.computer.
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