Today, the main trend of search engines, including Yandex, has become a decrease in the importance of links and a complication of ranking algorithms. Therefore, buying a large number of links as a promotion tool stops working.
A technical audit of a website allows you to significantly increase the efficiency of further promotion and prepare for it. The highest risks are associated with the technical condition of the promoted website. You can't argue that preventing their occurrence is less expensive than dealing with the consequences.
Preliminary analysis
The sequence of actions consists of determining the following statistical indicators of the web resource:
- is the resource SDL,
- its popularity with search engines,
- the age of the site content index (the older, the higher in TOP for highly competitive queries),
- the quality and quantity of backlinks,
- trust (the degree of trust of search engines in this resource).
There is a set of signs by which an experienced optimizer will easily understand that a resource is not made for people: a doorway site, automatically generated content, a satellite site. Each of these factors will significantly complicate SEO promotion.
Also, as part of the technical audit of the site, the link weight of the promoted website is compared with competitors in the search results in order to determine link saturation and adjust the budget. Specialists determine which pages were filtered or banned, and also check whether it is in the Yandex. Catalog and DMOZ, which is indirectly an attribute of trust.
Comprehensive analysis
If the preliminary check does not reveal any serious problems, then you can conduct a marketing and SEO analysis to determine the necessary work on optimization and writing technical specifications.
The work of optimizers can be divided into 2 components: technical and textual. Specialists monitor the constant operability of the portal, since a long response, problems with hosting or communication channels, incorrect display can negatively affect promotion.
The second part is to fill the pages with SEO texts, which are written by copywriters on the instructions of optimizers. They should be unique, natural and relevant, and also have a certain structure: subheadings, lists, highlights, etc.
The influence of the link mass has recently become ambiguous, so the emphasis is on filling. Ranking algorithms are constantly changing and improving, so monitoring and adjustments should be constant - then the resource will not only take high positions, but will also be able to maintain them.
Technical audit of the site - one of the most effective tools today, which allows you to achieve results most effectively. This process is labor-intensive and requires an exclusively professional approach.