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факторы

ранжирования

поисковых

систем

часть

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[music]

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we will use the term ranking factor

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quite often within the framework of

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our course, so it would be necessary to

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expand on it in detail, and so the term what is a

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ranking factor is a requirement of

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search engines on the basis of which

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it ranks sites in search results,

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some are placed higher than some

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sites to the question are omitted below in this

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training block we will look at the main

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ranking factors that affect the

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position of your site, I will tell you how to

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influence the ranking factor from the point of

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view of improvements to your site and your

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business, and if we go through all these

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stages and finalize your site to meet all the

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requirements search engines, this

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will give you the opportunity to find growth points on your site

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and promote it higher in

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search results. The main groups of

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factors I have already shown in the first block are

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actually not on the screen and our goal of

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this course is to study all the requirements of

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search engines in order for us an

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action plan appeared because we want

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to work on our website and what we

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need to improve in our business

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in order to meet the

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requirements of search engines, and so the traffic

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ranking factor is the block from

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which we will begin to study all the

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elements of all the ranking factors that

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now make up search engine

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marketing Let's turn to the search results and

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take any high-frequency search

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query; for example, I took the request

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for fitness gloves and we see that the

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first position in the search results is occupied by

00:01:37

aggregators ozone blister from in third

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place the sportsmaster's website is specialized in

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this store and who sells sports goods

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and then again we will see either

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large online stores which have a

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large offline presence and a

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huge assortment

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because marketplace aggregators and several

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years ago Yandex led such a

00:02:01

value as the x index index of

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site quality and we studied this index

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in the subject and com in the search

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analytics laboratory of Ashman's partners and what we

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see we see that the higher the

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site’s position, the higher the x indicators, and the lower

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the position, the x indicators gradually

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decrease, so what is the x indicator, the

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quality of the site, well, firstly, it is an

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indicator of how useful your

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site is for users from the point of view of the

00:02:31

Yandex search engine, what about Yandex

00:02:33

evaluates this usefulness, but according to the

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following factor, firstly, the

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size of the site’s audience is taken into account, the degree of

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user satisfaction and the

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level of trust of the site by

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users according to the

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Yandex search engine, but as we see,

00:02:48

the fundamental factor is

00:02:50

precisely the size of the audience of your site and

00:02:53

the amount of traffic that comes to

00:02:55

your site Thus, you can see the correlation

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that the more high-quality

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site comes, this is the quality of traffic to your site,

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the higher the position of your site and of course

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in the top of search engines for a long time already such

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mastodons as ozone and blister,

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including due to the fact that the volume of traffic

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that comes to them on their

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site is much higher than all other

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sites in the industry, a small interactive

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in front of you is site number one from site number

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2 and the

00:03:25

sources of traffic that comes to

00:03:27

these sites, we will take by default for the

00:03:30

purity of the experiment

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that the volume of traffic and the quality of the traffic

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that comes to these sites

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are the same so let's see

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which of these sites you think

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is more trusted by search

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engines and thus has higher positions in

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search engines and so who decided that

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this is site number two is absolutely right what

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parameters are important in terms of

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diversity of traffic firstly this is the

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diversity of sources traffic for

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search engines, it is very important that all

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the traffic comes from no one source and

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goes to your site from more than one

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place. The search engine pays

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attention to whether you are developing a complex for

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your site and business on the Internet, or for

00:04:16

example, you only conduct paid advertising

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if it comes to your site. traffic comes from

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social networks,

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a lot of direct traffic comes to the site,

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traffic comes from referral sources from

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various media from aggregators, this is all a

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definite call to the search engine

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that your site is developing, your business is

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developing in different directions and

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the traffic that comes to your site

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is also diverse and here is the first

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parameter, an important traffic parameter that

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search engines look at is the

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variety of traffic sources, the

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next indicator is the

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number of direct transitions, the more

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direct transitions to your site, the higher the

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trust in your site from

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search engines and because for

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search engines the number of direct

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transitions is a direct indicator the strength of

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your brand and the more the user

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trusts your brand, the more they

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know it, the greater the number of direct

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clicks to the site, so this is a

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direct factor that affects the trust

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in your brand from search

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engines. A derivative of this parameter is the

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number of clicks on brand

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queries, here search engines are already systems track

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the dynamics of whether the number of

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transitions from search engines for

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branded queries increases or, on the contrary,

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decreases, plus they compare

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comparison with competitors here you can

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easily track the dynamics of your transitions

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for branded queries of your demand according to the

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rules of queries comparison with

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competitors

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if you see that there is demand for your

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project much lower than that of competitors, then of

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course you need to do something about this,

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namely, increase awareness,

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increase the popularity of your site

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because if your site is asked

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less, if your brand is asked much

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less than competitors tens of times,

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for example, then the positions of your site

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will most likely be lower than

00:06:13

competitors who are very

00:06:15

popular among users, that the strength of

00:06:17

the brand, all other things being equal,

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plays a rather significant role from the point

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of view of ranking in search engines,

00:06:23

and the last parameter is the quality of the

00:06:25

site, it is the last, but by no means

00:06:27

the last, in terms of significance if a

00:06:30

lot of traffic comes to your site, but

00:06:32

users immediately leave

00:06:35

low-quality traffic, let’s say you drive it

00:06:37

through some kind of networks or some kind of

00:06:41

referral programs and users

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come and immediately leave your site,

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then this will negatively affect the

00:06:47

positions of your site, so when you are

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engaged in search engine promotion,

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you are not studying only traffic

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organically and the quality of this traffic

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that comes from search results,

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study all search traffic and keep in

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mind that that traffic and all these sources

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that bring you new new

00:07:04

visitors is taken into account by search

00:07:06

engines and either positively

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or negatively affects the position of

00:07:11

your site by analyzing all the important

00:07:14

traffic parameters that affect

00:07:16

search rankings, we really

00:07:18

make sure that site number two is more

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preferable for search engines

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just in terms of the variety of this

00:07:25

traffic and the number of sources from

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which traffic comes to the site

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[music]

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