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In SEO, not only the text is important, but also how specialists process it. I will say right away that after many experiments I came to the conclusion that the uniqueness of text and photography is not always as important as is usually believed. For example, on one of the medical sites, where everything should be strict, I conducted an experiment: I took text from another site, not unique, and used photos from Google. The result was unexpected - my text and images beat out unique content, even though it was carefully optimized. This does not mean that unique materials are not important, but the result, as I understand it, does not always depend only on them.
One of the main mistakes is incorrect site structure. It is necessary to build the structure correctly from the very beginning - with a clear distribution of categories, subcategories and goods or services.
Often on large projects I observe the following picture: the product category on the main page contains keywords that are repeated within the category itself and in subcategories. This leads to confusion, and the search engine may not always correctly understand what refers to what. In such cases, you need to revise the structure so that it is logical for users and search engines. It is also worth remembering the correct display of information in the sitemap.
On some projects, I saw how the structure was confusing: the main page contains only keywords, and the product category has something in common with them, adding subcategories to this. In this case, even if everything else is done correctly, search robots cannot always understand exactly what is basic and what is additional. All this affects the indexing of the site.
Few website owners pay attention to pages with 404 errors that go unnoticed. You need to regularly check such pages using tools like Yandex.Webmaster and configure 301 redirects correctly. This will help not only improve the user experience, but also increase the indexing of pages.
Another common mistake is incorrect handling of headers. On many pages you can find headings such as “About the company” or “Our advantages” in the h1 tag. But for SEO, these titles must contain key phrases. If the h1 tag is not formatted correctly, it can affect the page's visibility in search results.
Let's take an example: if your goal is to promote country houses, then the text should contain keywords such as “country houses”, “timber houses”, “inexpensive houses”. You need to be clear about what queries you want to promote and use these phrases in the right places.
I often see problems with title tags. Many people make them too short, or vice versa - too long. It also happens that they are simply ignored and template headers from the CMS system are used. I always try to compose titles like this: I include high-frequency queries, add information about price, reviews or geographic location. For example: "Gynecologist in Novosibirsk | reviews, make an appointment | consultation." This helps cover multiple queries at once and improves page visibility.
The next important issue is site speed.
Website loading speed is a critical factor. This is not just a convenience for the user, but also a factor influencing the position in search engines. To improve speed, it is worth investing in optimization, which can cost 2-5 thousand rubles for freelancing. It is important to remember that site speed should be good not only for users who have already loaded pages, but also for those who are visiting the site for the first time. To check your speed, use tools like Google Speed Test or Yandex.Webmaster.
One simple but important point is to check how search engines index your site. You need to make sure that search engines use correctly composed descriptions and do not take phrases out of the text. If the texts do not correspond to the requests, they should be reworked. It is important that the text contains the correct occurrence of keywords in meaning. This can be called LSI (Latent Semantic Indexing). Use these techniques to improve page visibility.
Yandex.Webmaster has a tool for crawling pages. You can paste a link to a page and the robot will crawl it within 24 hours. This is important to see the changes immediately, but you shouldn’t rush to make changes immediately after reindexing. As practice shows, the results of changes usually appear after 7-10 days, and that is when real changes in positions can be seen.
This is just part of my experience and observations. I'm sure most SEOs and agencies prove their point, but I always rely on practice and real results. My approach is based on the importance of doing, not just talking. Working with large projects, I get results that confirm the effectiveness of this approach. I am ready for criticism and discussion, and I hope that some of you will find these tips useful.
If you have questions or need advice, write to the SEO studio "SEO COMPUTER" at info@seo.computer.
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