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00:00:03
Hello everyone, today we have the second lesson of the
00:00:06
seo specialist course
00:00:08
and today we will talk in detail about the
00:00:10
peculiarities of the work of search engines and
00:00:12
search results, as well as about ranking factors
00:00:15
and search engine algorithms, we will actually
00:00:18
analyze how a search engine works,
00:00:20
what ranking factors are, what
00:00:24
search engine filters and sanctions are, and
00:00:26
we will talk about the features of search
00:00:28
results, how the search system works in the
00:00:31
first lesson, we already looked a little
00:00:32
at the
00:00:34
diagram briefly about what happens there,
00:00:37
what is scanning and indexing and
00:00:39
ranking, today we will talk about
00:00:42
what kind of crowds there are between these
00:00:44
main ones, accordingly, now you
00:00:47
see a diagram of that how the search
00:00:50
engine works and we will now analyze in separate parts
00:00:54
how the results of the answer to our
00:00:58
request reach the sickle to the search results. The
00:01:01
first part we will
00:01:04
look at is from the Internet to the index,
00:01:07
how the results from the Internet get
00:01:10
into the search engine index, where does the
00:01:14
robot get all these links from? these documents,
00:01:18
how does he find them and how does he
00:01:19
index them, which all starts with a
00:01:23
crawler robot that will
00:01:25
scan the actual pages of
00:01:28
sites, you need to get these pages and
00:01:32
where they can get them from, there are essentially
00:01:37
three main options
00:01:39
from where the search engine finds,
00:01:41
for example, links to new pages on
00:01:45
the Internet, the first option is actually
00:01:49
external links, and if, for example, a
00:01:52
site links to another site,
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then the search engine can simply use the
00:01:58
links to find new
00:02:01
pages on the Internet, and when I talk about links,
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I mean that there are, let’s say,
00:02:16
on any sites, in fact, there are
00:02:19
external ones
00:02:20
For example, even on the same Wikipedia you
00:02:25
will find links in the link block links to other
00:02:30
external resources,
00:02:31
in fact, this is exactly how the search engine
00:02:34
can find new documents on
00:02:36
the Internet, and thanks to the resource
00:02:38
that the search engine knows about, these
00:02:45
can be completely different resources, and
00:02:47
that is, this it could be some blogs,
00:02:50
it could be Wikipedi, it could be
00:02:53
some open databases, and so
00:02:55
on, any sources of links where
00:02:58
search engines have access, they take
00:03:02
them from there and take them, besides this, it
00:03:06
could even be links there from youtube with
00:03:09
comments in youtube to the point that the
00:03:12
search engine can now
00:03:15
decipher the links that were in
00:03:17
the images or
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or saw this is the first method, but it is not
00:03:25
so good for young sites, that is,
00:03:27
if we want if we have a site
00:03:29
that we recently launched and we want the
00:03:31
search engine not I found out that
00:03:34
just letting the search engine know with
00:03:37
external links on our site
00:03:39
is probably the worst option
00:03:42
because there is no certainty how quickly the search
00:03:45
engine will see these links, so
00:03:47
see our site for this there is such a
00:03:51
tool in the web master as
00:03:54
search engines they will let's talk
00:03:56
further like drl, that is, functionality
00:03:59
that actually allows you to inform the
00:04:02
search engine that we
00:04:04
have a new page that you don’t
00:04:07
know about, that is, this is a form through
00:04:10
which we ask the search engine to
00:04:11
please scan this url
00:04:14
because you are the only one who doesn’t know. and additional payments, if
00:04:17
possible, in Yandex earlier
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and drl functions were available
00:04:22
even to non-site owners, that is, if
00:04:25
you enter in the search bar
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believed about which the
00:04:30
search engine does not know, then the search engine
00:04:32
offered and add it as and please add it
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to us through the functionality and doors
00:04:37
now of these there is no functionality and they are
00:04:39
available only in the master as search
00:04:41
engines, that is, only to site owners,
00:04:45
if we own a specific site, then
00:04:48
through, for example, Google has the google search
00:04:51
console,
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and Yandex has Yandex webmaster, in principle,
00:04:54
each search engine has a webmaster,
00:04:58
that is, a service that allows
00:04:59
owners sites or SEO specialists
00:05:02
would interact with the search engine,
00:05:04
this is essentially the only thing. the
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contact between the search engine and the
00:05:08
site being promoted is precisely thanks to
00:05:11
webmasters who can inform
00:05:13
search engines about a new site or
00:05:17
new pages. It’s best to
00:05:22
demonstrate this with an example of what the
00:05:27
google search console looks like.
00:05:38
For example, in fact, you see
00:05:42
at the top the line check all and the eagle on the
00:05:45
resource
00:05:46
is what it serves for in order to
00:05:49
report a new page, for example,
00:05:54
we enter the url and receive a response that the
00:05:58
url is not in the google index, and in fact
00:06:00
here we can request
00:06:01
indexing, that is, force
00:06:05
the indexer there so that it can believe whether small sites can be
00:06:07
indexed or not,
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this is a very useful
00:06:16
functionality because in principle, the limits
00:06:19
on page transitions will be enough
00:06:21
to regularly send new
00:06:23
pages for large sites, of course this is a
00:06:26
very manual method that will not
00:06:28
work fully and
00:06:31
other methods such as sitemap are suitable for this,
00:06:34
we’ll talk about them later, that is, this is how the
00:06:38
webmaster manually we can
00:06:41
report both about a new site and a new
00:06:43
page; the third source of receiving such
00:06:49
links for bots is the browser itself,
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that is, everything that we do in browsers
00:06:57
is varnished and recorded, for example,
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it is obvious that google can receive
00:07:03
data from the google chrome browser,
00:07:05
and if we go to some new
00:07:07
pages we use some kind of
00:07:09
browser extension and so on, they
00:07:11
block all these actions, record the
00:07:14
pages and, accordingly, in this way
00:07:16
search engines can get
00:07:18
pages that they don’t know about and
00:07:21
accordingly crawl them. The
00:07:23
search engines, of course, do not say
00:07:25
that they are doing this,
00:07:27
but this is quite an assumption
00:07:29
that is very obvious, besides this,
00:07:32
and besides browsers, there are other
00:07:34
systems from which search engines
00:07:36
can receive such data, for example,
00:07:38
Google has an analytics system, google
00:07:40
analytics, if we install google analytics on a new site,
00:07:44
it is obvious that google about
00:07:46
this new site can so to
00:07:48
find out, I also forgot to mention that
00:07:52
returning to the links, including the
00:07:56
search engine, they can scan
00:07:58
links from social networks in general, with
00:08:02
links from social networks, no one
00:08:04
promotes the sites of search engines, they have
00:08:06
access there and they can get them from there
00:08:08
when the search engine has collected a
00:08:11
list like this links that
00:08:13
need to be scanned, that is,
00:08:15
some specific queue
00:08:17
of links is collected, a list that needs to be processed
00:08:20
before these links go
00:08:25
crawler blow to the robot that will keep
00:08:28
watch, that is, scan these
00:08:30
pages, this list needs to be shortened, that
00:08:33
is, filter out, for example, duplicates
00:08:37
there or links that are already there, in general, they are not not
00:08:41
suitable for crawling, yes, there
00:08:43
may be broken links whose format is not
00:08:46
suitable or a duplicate, after which
00:08:49
the crawler itself must
00:08:51
scan them, that is, process this
00:08:53
web page and transfer all the necessary
00:08:56
data to the indexer robot
00:08:59
so that the indexer can decide whether to index
00:09:02
or not and so that it processed specific
00:09:05
information, that is, the crawler only
00:09:07
scans and processes the page, and
00:09:10
the indexer is already trying to understand what is
00:09:12
on this page and can be
00:09:14
indexed or not, in more detail what
00:09:17
the indexer does, firstly, it
00:09:21
checks changes on the page
00:09:24
before pages that can be included in this queue of links have
00:09:27
already been indexed,
00:09:29
including checking the pages
00:09:33
that he already has in Yandex
00:09:34
for a long time, this whole process
00:09:37
is called re-indexing, this process is
00:09:40
needed because existing URLs
00:09:43
can also change, that is, the information
00:09:46
on them is not static, which is why
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the indexer checks whether there have been changes
00:09:51
on the page about which he already
00:09:53
knows, if there is a change,
00:09:56
then such a page does not go further for
00:09:58
processing in Yandex,
00:10:01
the information is not updated if there
00:10:04
were changes, or this is a new your real one
00:10:06
that needs to be checked, the indexer will
00:10:09
check us completely, that is, not for
00:10:12
spam,
00:10:13
the page is being flagged Of course, there are no exact criteria
00:10:17
because the search engine
00:10:19
processes spam on the page, but
00:10:21
we can assume that there are 3 main
00:10:24
directions in which the search engine
00:10:25
looks, this is the text or the content itself,
00:10:30
these are links and advertising for each separately
00:10:33
if we are talking about text, for example,
00:10:36
let’s remember those there will be considered
00:10:39
example of a page for smartphones, an online
00:10:43
store selling smartphones, and on this
00:10:45
page the
00:10:46
repeated words buy a smartphone are listed,
00:10:51
for example, there 50 percent of
00:10:53
all content in general, such text will
00:10:56
appear smoothly and, accordingly,
00:10:59
it is obvious that the indexer will no longer
00:11:02
skip such a page because it is
00:11:04
simply of poor quality from his point of
00:11:06
view, like this links are checked in a
00:11:10
separate part of the page, that is, which and
00:11:14
where links lead from this page, which
00:11:18
here may seem like spam, for example,
00:11:19
the page generally links to one hundred and
00:11:22
five hundred external resources, that is, all links
00:11:24
lead to separate resources with different
00:11:27
hangars,
00:11:28
naturally this looks very
00:11:30
suspicious because in principle, even
00:11:31
if sites link to other resources,
00:11:34
it’s usually spot-on
00:11:36
when the indexer sees the so-called
00:11:41
Lenka trash, that is, pages on
00:11:43
which a huge
00:11:45
number of links to external resources are simply listed, he
00:11:47
understands that this is link spam and does
00:11:49
not let such a page pass further, and the
00:11:52
third point is advertising that is, if there is a
00:11:55
lot of advertising on the
00:11:57
main content on the page, either there is no one or it is
00:12:00
simply not visible due to advertising, a large
00:12:03
number of pop-up banner windows
00:12:05
that cover the text and so on, all
00:12:08
this is also spam from the point of view of
00:12:10
search engine users,
00:12:12
such pages will also not
00:12:15
go further after checking on spam, the page
00:12:21
is sent for processing, that is, for
00:12:24
motivation, what does this mean to the search
00:12:27
engine, before indexing
00:12:30
the pages, it needs to understand what term,
00:12:34
that is, queries, this page
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corresponds to a simplified one, it looks
00:12:41
like this: all the content, all the
00:12:43
words that are on the page, are they
00:12:46
motivated? that is, for example, we have a
00:12:48
page for the sale of
00:12:50
laptops, the words there laptop laptops
00:12:53
laptops are repeated a certain number of
00:12:55
times,
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just like the word for example buy buy or
00:12:59
then there is a price from prices prices and so on
00:13:03
different synonyms of declination and so on
00:13:06
all this is reduced to one lena, that is, for
00:13:08
example we have a laptop laptop
00:13:10
and with laptops we write the word
00:13:13
laptop price buy and so on, that is,
00:13:17
everything will be reduced to one standard
00:13:19
form and based on the list of these words
00:13:22
the processor can understand
00:13:24
what requests a
00:13:27
page
00:13:28
that has something like this can respond to here is
00:13:31
the topic and here is a list of
00:13:33
motivated words up to, respectively,
00:13:36
if the page is correctly optimized,
00:13:40
laptops are actually being sold until now,
00:13:42
everything is written about the continuation of laptops, then the
00:13:45
search engine understands and here
00:13:47
they sell laptops
00:13:49
with exactly this topic from
00:13:52
such terms, that is, by search
00:13:54
queries,
00:13:55
this page is sent to Yandex, it is
00:13:58
recorded there with a list of queries
00:14:00
that it responds to in exactly this
00:14:04
way, then we will get this result
00:14:06
from the index, those
00:14:10
phrases that the page corresponds to are already listed there, this does
00:14:13
not happen on the fly when we
00:14:15
request a query,
00:14:17
this is already recorded in the search engine database
00:14:19
system, the next stage that the
00:14:23
user actually goes through is
00:14:25
how he sees the results, yes, this is
00:14:28
the part of the diagram that leads
00:14:31
the user to the groundhog, that is, to the search
00:14:34
results, completely different algorithms take place here
00:14:36
and it’s easiest
00:14:41
to look at them, of course, using an example, yes, that is, let’s say we have
00:14:44
there is some task, this is what
00:14:48
I talked about earlier in the first lesson,
00:14:50
intent, for example, we want to order pizza,
00:14:55
that is, our task is to get pizza home
00:14:59
or to the office, here we create a request to
00:15:02
order pizza, so to begin with, we enter
00:15:08
it into the search bar, well, this as if
00:15:10
obviously everyone saw how it looks like
00:15:13
in the example, the first thing that happens is the
00:15:22
processing of the request in the search string, that is, the
00:15:26
search engine offers us
00:15:28
hints, for example, order pizza
00:15:31
in Kiev, there is another processing,
00:15:37
let’s say we make a typo, then the
00:15:44
search string will also offer us an already
00:15:47
corrected one the option is either immediately in
00:15:50
the prompts or we enter it incorrectly,
00:15:53
but it will write that the results are shown for the
00:15:56
request order pizza,
00:15:58
this is all what happens
00:16:01
right here in the search line, yes these are
00:16:03
error prompts, this is a live zone when, for
00:16:07
example, the search engine immediately gives
00:16:09
us the answer yes, how
00:16:13
long will it take? in Moscow now
00:16:18
we can immediately see the answer without even
00:16:21
going to any other sites, but
00:16:25
in addition to this, another magic happens
00:16:27
that is hidden from our eyes - this is
00:16:30
the processing of the request based on other
00:16:36
data, for example, this is the region from which
00:16:39
we enter the actual request, that is,
00:16:42
when we entered order pizza
00:16:45
for a reason, Google told us Kiev
00:16:49
because now I’m in Kiwi and
00:16:51
actually it determines that
00:16:54
most likely you want to order pizza in
00:16:57
Kiev, so here’s a hint, it
00:17:00
determines the type of request, then we’ll
00:17:02
talk about types of requests and semantics,
00:17:04
that is, for example, understand a transactional
00:17:07
request and we need
00:17:08
commercial sites and pages, or
00:17:10
is it an information request and we need
00:17:12
exactly that
00:17:13
and an information page that
00:17:16
will answer it also processing of
00:17:21
the request involves the processing of synonyms and
00:17:23
search engines, you understand what we are
00:17:26
really looking for, for example, there is a
00:17:30
smartphone and a phone there is partly a
00:17:33
synonym for or a microwave and a microwave
00:17:37
oven, the search engine understands this
00:17:41
and gives us exactly the relevant
00:17:43
result, even there is, and we have entered some kind of
00:17:46
synonym that rarely anyone enters, there is
00:17:50
also the processing of stop words here, this is
00:17:54
what concerns well, for example,
00:18:00
regarding search operators yes we
00:18:02
can make the query so strange, how much does
00:18:07
pizza cost, and at the same time remove the
00:18:12
words order from the results, so we
00:18:21
get the following results in which in
00:18:23
general the information output is up to
00:18:27
Wikipedia r beads and so on, and so on,
00:18:31
respectively, due to the fact that we
00:18:34
removed the words order, which just
00:18:37
formed this commercial intent
00:18:40
type and also in the processing of accounting,
00:18:47
processing of the request language is involved, that
00:18:50
is, Google, of course, understands
00:18:52
regardless of which Google we are
00:18:56
in, for example com ua ru com kz google
00:19:00
or any other region,
00:19:02
it first of all processes the language of
00:19:04
requests in order to understand which one in language,
00:19:07
the user is actually looking for what he
00:19:10
enters the search string
00:19:12
after which the cache of popular
00:19:15
queries is triggered, what does this mean, that is, if I have
00:19:20
already entered order pizza,
00:19:23
then google has already remembered that I am looking for pizza,
00:19:27
as soon as I start entering the word
00:19:29
order, it will begin to offer me immediately
00:19:32
you you probably want to order pizza,
00:19:34
so that’s why it’s already showing
00:19:38
me the queries that I recently entered,
00:19:42
respectively, there are and I’ll
00:19:44
use these queries, the output
00:19:48
will be the same as I saw before,
00:19:52
so the search engine speeds up
00:19:55
the process, and that is, it doesn’t have to
00:19:57
look for the
00:19:59
answer again if it’s already saved in the cache
00:20:02
if we asked this earlier, but if, of
00:20:08
course, we don’t have popular queries and
00:20:11
we are entering this query for the first time, then the
00:20:15
ranking algorithms
00:20:18
come into force and this time it’s just that I’ve already
00:20:22
searched for pizza several times and therefore
00:20:24
this percentage there is no need to repeat,
00:20:27
if we are looking for something for the first time, then we
00:20:30
will come across ranking algorithms and,
00:20:32
accordingly, this is where the
00:20:34
intersection between the user and the
00:20:38
results from the index occurs, that’s when,
00:20:42
before giving us the results, the
00:20:44
search engine must
00:20:46
rank them and understand what the
00:20:48
result will be the most relevant for
00:20:52
me and the most relevant for me
00:20:54
for this particular request before a
00:21:00
huge
00:21:01
number of factors and everything else are involved in the ranking algorithms,
00:21:04
that is, these are social factors and
00:21:08
links and region and behavioral factors
00:21:10
and host factors, we will talk about
00:21:13
all of them later, this is very important an important part of the
00:21:15
entire village, what are
00:21:18
ranking factors, how do they work, and
00:21:20
in fact, after
00:21:23
all the facts are applied to the results from the index,
00:21:26
ranking algorithms,
00:21:28
ranking factors will be taken into account
00:21:30
assessors' assessments, assessors are people working
00:21:35
for search engines who evaluate the
00:21:37
quality of search results and sites in it
00:21:40
manually then they have certain
00:21:42
criteria and periodically the results for
00:21:44
certain topics are checked and
00:21:47
accordingly the sites receive
00:21:48
certain ratings, that is, these
00:21:50
ratings also influence whether this
00:21:53
site gets on the first line of the results or not
00:21:57
after the assessors,
00:22:00
machine learning in general of
00:22:02
various things is also taken into account there kind of artificial
00:22:05
intelligence for us, that is, everything that we don’t
00:22:06
actually know about the search
00:22:08
engine,
00:22:09
here is a huge number of algorithms, and
00:22:11
only then we are given a matrix of
00:22:14
query results and, accordingly, it is
00:22:17
added to the search results page in the
00:22:21
format that we are used to seeing, that
00:22:24
is, the format of snippets up to brief
00:22:26
descriptions of links on the results page like this,
00:22:30
if briefly this is how a
00:22:34
search engine works,
00:22:35
and then we will take a closer look at what
00:22:38
ranking algorithms are,
00:22:40
ranking factors, how they work and why,
00:22:44
thanks to the ranking factor,
00:22:47
villages have such an integrated approach,
00:22:49
now let’s talk about ranking factors,
00:22:51
what they are, why they so important for
00:22:53
villages,
00:22:54
it is worth saying that there are a
00:22:56
large number of ranking factors and in fact no one
00:23:00
knows for sure how many there are
00:23:03
and what they are, strictly speaking, yes,
00:23:06
because search engines do not disclose this,
00:23:09
and I will say more due to the fact that
00:23:13
artificial intelligence works inside the search engines,
00:23:15
which evaluates the quality of the
00:23:18
results issuing the quality of sites, it is
00:23:21
most likely that the employees themselves
00:23:24
who work on the search do not know
00:23:27
what factors
00:23:29
influence the search results to what extent
00:23:32
because the system has long been
00:23:34
self-learning, but we can definitely
00:23:37
say that there are certain types of
00:23:39
ranking factors, and in practice it
00:23:44
has been proven that they really influence yes
00:23:47
because all specialists work with them,
00:23:49
all specialists improve
00:23:51
sites in this direction and understand that
00:23:53
this gives results, which is why we
00:23:57
build on them what types of
00:24:00
ranking factors are we will consider
00:24:03
perhaps 9 main types, while the
00:24:08
factors themselves are more than two hundred, that’s for sure but
00:24:13
we will only talk about the types the
00:24:15
first type is the factors of the house, that is, something that,
00:24:18
in principle, cannot be influenced is
00:24:22
the age of the domain, this history of the house, that
00:24:24
is, several sites can be hosted on one house,
00:24:26
yes there was one site at
00:24:29
some point, you abandoned the domain, bought it
00:24:31
another owner and posted there
00:24:33
completely different content and a different site, that
00:24:36
is, the age history of the owners there, well, in
00:24:40
general, everything related to the domain gave in
00:24:42
what domain zone it is located, and so
00:24:45
on, the second type is site optimization factors
00:24:49
and so they grow than
00:24:52
we often encounter in our work this is all the
00:24:56
technical equipment that exists and is connected with the site,
00:25:00
to the loading speed, keywords in the
00:25:03
title in the content,
00:25:05
technical errors on the site,
00:25:07
micro markup, everything, everything, that is, everything
00:25:11
that is connected with the inside of the site and
00:25:15
which we, in principle, can influence; the
00:25:18
third type is site-level factors that
00:25:21
is, this is no longer entirely specific about
00:25:27
technical equipment, it’s about trust in the site, its
00:25:30
trust, the number of pages the
00:25:31
site has, how quickly the server of
00:25:37
this site responds, and so on, and so on, that is, these are
00:25:40
slightly deeper things
00:25:42
that are not always possible to influence. The
00:25:44
fourth type is
00:25:47
reverse factors. links external link mass
00:25:50
they we will further speak in our hands in
00:25:53
a little more detail here we can include
00:25:55
the number of domains that link
00:25:57
to us the age of these domains
00:26:00
if among these domains there are trust ones
00:26:03
such as .
00:26:05
food or . goal and state
00:26:07
educational domains regionality of
00:26:10
links and the home to which it
00:26:12
refers, that is, everything that is associated with
00:26:14
external links,
00:26:16
it all relates to these factors, the fifth
00:26:18
point is user interaction,
00:26:20
that is, the search engine somehow
00:26:23
understands how users
00:26:26
interact with the site even if we do
00:26:29
n’t need some kind of web analytics and other
00:26:31
tracking, then at least the search
00:26:33
engine understands from whom the
00:26:36
last click came from the last click, by the last click
00:26:39
we mean that by
00:26:40
sorting through the results of the search, we
00:26:43
ultimately select the site that
00:26:45
suits us, from it we no longer return
00:26:48
to the search page then is it the last
00:26:51
cry or is there a click on you, respectively, on the
00:26:55
bone, it understands
00:26:56
how much direct traffic
00:26:57
the site gets from repeat visits,
00:27:01
how many comments
00:27:04
users leave on the site, that is, in
00:27:06
general, almost any actions the
00:27:08
search engine can track and how
00:27:10
users interact with your
00:27:12
site and it all works either a plus
00:27:15
or a minus for us, the sixth type
00:27:18
is various special rules of the
00:27:21
aldo algorithm, for example, there are
00:27:25
browser histories that, as I already said,
00:27:27
can be transmitted accordingly to the
00:27:31
search engine; any complaints, for example,
00:27:34
in the search engine about the fact that there are
00:27:36
games there and there; complaints from the point of view of
00:27:41
authorship or complaints about adult
00:27:45
content or something else, that is, all
00:27:47
these signals that a
00:27:49
search engine can additionally receive, it
00:27:52
will also take them into account and
00:27:56
social signals, that is, everything
00:27:58
related to social networks was
00:28:02
probably a myth 7 years ago
00:28:05
about the fact that this is a very significant
00:28:08
ranking factor or we need more likes,
00:28:12
tweets, reposts, it is imperative that there
00:28:15
be a link to our website, and so on, but
00:28:18
as practice has shown, this does not work,
00:28:21
if the search engine
00:28:22
takes this into account, then this is a very weak
00:28:24
ranking factor, but it is likely that it there are
00:28:27
brand signals and how well-
00:28:32
known is the site and its brand among users
00:28:36
and how often do people search for this particular brand
00:28:38
and site and whether there are pages for this brand
00:28:42
on social networks if there is a
00:28:45
Wikipedia entry about it and so on, in principle,
00:28:48
everything a search engine can determine
00:28:51
what a given the brand request is directly related
00:28:53
to the site and, accordingly, determine how
00:28:56
users actually
00:28:58
interact with this brand on the network and
00:29:01
type 9 is various types of spam, and on the
00:29:06
site and outside of it, again, for spam,
00:29:11
various
00:29:13
search engine filters, both automatic and
00:29:16
manual, can be applied on the site there may be a lot of
00:29:20
advertising that the search engine
00:29:22
will determine that it is there preventing you from
00:29:24
viewing the main content, there may
00:29:27
be text spam, link spam,
00:29:29
we have already said earlier what is given about because of
00:29:32
this type of spam, including the page
00:29:35
may not get into Yandex before, or it
00:29:38
may get into Yandex but it is
00:29:41
there in check from being
00:29:44
taken out of the indexes; in short, everyone divides
00:29:48
ranking factors into two main
00:29:50
blocks: internal
00:29:52
ranking factors and externally, respectively,
00:29:55
internal, these are all those parameters that are
00:29:58
controlled by the site owner or
00:30:00
webmaster, to the structure of usability,
00:30:03
content, linking, mobility or
00:30:06
adaptability of the site any technical
00:30:09
errors and the like, all this is an
00:30:12
internal part because it is
00:30:15
available to us on the site and external
00:30:17
ranking factors are all that, well, conditionally, they
00:30:20
do not depend on us, this is the volume of external
00:30:23
link mass, the relevance of anchors in
00:30:25
links, the correctness there around the
00:30:28
reference text on articles, one
00:30:32
for example, our links the
00:30:33
quality of sites that link to us are posted
00:30:36
there, presence in various services and
00:30:40
directories, for example, directories with reviews,
00:30:43
what reviews are on us,
00:30:44
such as a directory or Wikipedia, and
00:30:48
so on, these are all external factors that hurt,
00:30:50
we can influence them, but including
00:30:53
these factors, music can easily work
00:30:55
and without our participation, both positively and
00:30:58
negatively,
00:31:01
we’ll talk in more detail about search engine filters and sanctions,
00:31:02
since a separate part of
00:31:06
what ultimately affects the ranking is why
00:31:10
there are
00:31:11
filters and search engine sanctions for
00:31:16
content, that is, for example, the content and
00:31:19
uniqueness of the text, for example, Google
00:31:23
this is a panda filter algorithm, and Yandex has
00:31:28
bonbon, that is, these names are
00:31:29
interesting and, accordingly, we can, for the
00:31:32
fact that we abuse the tension
00:31:35
with unique text or with the full
00:31:39
text, receive filters like these and these
00:31:42
filters will automatically affect the
00:31:46
reduction of our positions, that is, in this
00:31:49
case these ranking factors
00:31:51
related to content will work to our
00:31:54
disadvantage because a certain automatic sanction is imposed on us for dinner,
00:31:57
as
00:31:59
if for the fact that we somehow manipulated
00:32:02
the content to the point of spam, you can get
00:32:05
sanctions for the actual internal
00:32:08
structure of the site, it’s difficult and various
00:32:10
broken links, yes if In general, our
00:32:14
search robot can’t cope with how to
00:32:16
crawl
00:32:19
a site in general, so accordingly, for this, this
00:32:22
can also work for us in minus 3 point, these are
00:32:25
purchased links in general, there will be a
00:32:30
separate lesson
00:32:32
where we will tell you that purchased links are
00:32:35
not always bad, of course this is, in
00:32:37
principle, a reality:
00:32:39
links are bought as well as posted
00:32:42
for free, but if links are of poor quality and the
00:32:47
search engine has clearly determined
00:32:50
that they appear in large quantities, it is
00:32:54
obvious that this is not a natural
00:32:57
increase, filters
00:33:01
such as penguin from Google and Minusinsk Yandex can be applied, that
00:33:04
is filters that lower the site
00:33:07
and results specifically based on the link factor for
00:33:11
selling links,
00:33:12
similarly, you can get a filter, but if
00:33:15
we use the fact that
00:33:18
we link to a
00:33:19
large number of sites, obviously we
00:33:22
link for a reason, but we sell these
00:33:24
links,
00:33:25
but most likely sooner or later we
00:33:28
will get a filter for such Actions
00:33:32
in addition to this can also be affected by fluctuations in the
00:33:34
link mass until if the search
00:33:37
engine could not accurately determine
00:33:40
whether we bought the link or sold it, but if
00:33:43
it sees that the number of links to
00:33:45
us is 100 increases very much, then it
00:33:48
decreases very much, it is obvious that we are
00:33:51
using some kind of rental links
00:33:53
we pay for temporary links in general, and
00:33:58
we can also be punished for this,
00:33:59
but the promotion of behavioral factors, as I
00:34:03
already said, is one of the
00:34:05
ranking factors, and since users
00:34:07
interact with the site, including how
00:34:10
they interact with the results, for example, did
00:34:13
they click on our site or did they not click? did
00:34:16
they stay on our site
00:34:19
after viewing all the
00:34:20
search results or did they choose
00:34:22
another site? This is a ranking factor and,
00:34:25
accordingly, if the search engine
00:34:28
notices that there will be users, for example
00:34:32
bots,
00:34:33
or maybe real users, but
00:34:34
who obviously click on our site
00:34:38
in the search results, although this is our site may be
00:34:40
irrelevant to this request or be
00:34:43
far from being in the first position, I
00:34:45
’ll say 10, then with a large number of
00:34:48
such users and such suspicious
00:34:50
actions of the search engine, we may be
00:34:53
punished for this kind of cheating by the
00:34:55
behavioral factor
00:34:56
affiliates and when we create
00:34:59
sites there affiliate food sites which are
00:35:01
almost complete copies of our site,
00:35:04
and if we work with such
00:35:07
gray promotion methods that are not enough for us
00:35:09
when we try to fill the
00:35:11
results only with our sites, then again
00:35:16
there is a risk that the search engine
00:35:17
will determine that the sites belong to the same
00:35:19
owner
00:35:20
and are actually duplicates,
00:35:23
this threatens us with the fact that, in principle, everything
00:35:25
affiliate site and which the search
00:35:27
engine determines will be lowered in
00:35:30
search results and filters for adult
00:35:33
content, in principle, this filter is not dangerous,
00:35:36
you really have a site with adult
00:35:39
content, but if you actually have an
00:35:43
online store and there are absolutely
00:35:46
no products related to adult content
00:35:48
if this filter is applied to you,
00:35:50
then most likely you will lose some of
00:35:53
the traffic, although in principle this should not
00:35:55
happen, so you need to be careful
00:35:58
that the content is within these limits
00:36:02
and not completely bordering on adult
00:36:04
topics, what exactly should you do if
00:36:08
the site is subject to search engine sanctions,
00:36:11
obviously what needs to be determined whether we got
00:36:15
the substations under the filter or not, yes,
00:36:18
because perhaps it was
00:36:22
seasonality, and sometimes it happens that the
00:36:24
site sells, for example, only the most
00:36:28
beautiful example is there, and the site sells
00:36:30
just artificial Christmas trees, respectively,
00:36:33
their season is just November-December, and
00:36:35
then a sudden change occurs a drop in traffic,
00:36:37
but in this case it’s not a filter or
00:36:40
search engine sanctions, it’s just that the
00:36:42
sales season has ended and when we
00:36:46
have suspicions, we need to understand
00:36:48
whether we really fell under the filter
00:36:51
or not, how can this be understood?
00:36:56
There are several options. If we are talking
00:36:59
about manual sanctions, then this message about
00:37:03
manual sanctions we will see the webmaster as
00:37:06
search engines for example google search
00:37:08
console there is a section that is related to the
00:37:12
security problem and measures
00:37:14
taken manually before
00:37:16
accordingly here we can see the
00:37:18
measures taken manually that is the males up to
00:37:20
which they may have imposed on us in this
00:37:23
case using the example of a site that does not have
00:37:26
problems, but if there were problems this
00:37:29
time the message was here,
00:37:33
so we can understand
00:37:35
if we have at least tame sanctions
00:37:38
or not, if we saw that we have
00:37:45
tame males,
00:37:47
obviously we need to follow the instructions
00:37:49
that are written there, well, it will be
00:37:52
written down
00:37:53
why we are received and why,
00:37:55
accordingly, we take and correct
00:37:58
this, for example, we have too many
00:38:00
advertisements, the main content is inaccessible, we
00:38:04
remove some of the advertisements, make sure
00:38:08
the content is accessible and send a letter
00:38:12
of revision, the so-called letter of
00:38:15
consideration, that is, so that
00:38:20
the sanction is manually reviewed and
00:38:23
therefore canceled accordingly and Now, if
00:38:26
we understand that we most likely fell
00:38:30
under some kind of filter, then we need to understand
00:38:32
that let’s say this is not manual, we understand, yes,
00:38:35
we checked that there are no messages,
00:38:37
most likely it’s automatic, then first of
00:38:42
all we read the news on SEO resources before
00:38:46
or the Google block or a block index of
00:38:49
which they publish news about what, for
00:38:51
example, Abdel happened regularly,
00:38:54
search engines update their
00:38:55
algorithms, this happens there several
00:38:58
times a year, well, in order to keep your
00:39:02
finger on the pulse you need to follow the
00:39:03
news and actually pay attention
00:39:06
when this happens google core
00:39:09
update to update of the main core of
00:39:11
google what is happening to us
00:39:14
soros started the fall began and so
00:39:18
what kind of traffic fluctuations generally happened
00:39:20
after this update if we realized
00:39:25
that we were under such a
00:39:30
problem started with the site the first thing to
00:39:33
do is to record the latest
00:39:35
global changes for six months let’s say
00:39:38
yes or over the entire period of the previous
00:39:40
update of the algorithms to the current one,
00:39:43
for example, we changed the structure or we
00:39:46
introduced some additional
00:39:47
additional functionality on the site, we
00:39:50
did something else there, added something,
00:39:52
in general, all global changes need to be
00:39:54
recorded
00:39:56
in order to understand what could have happened
00:39:58
provoke a decrease in
00:40:01
our traffic after the update,
00:40:05
accordingly analyze these
00:40:07
changes, select those that violate the
00:40:09
rules of search engines or
00:40:11
hypothetically could violate here's what to
00:40:17
do if this is not obvious, most often it is just this that is
00:40:20
not obvious, we for example
00:40:23
determined that google data box
00:40:25
began to decrease traffic, but obviously we did
00:40:29
nothing on purpose We didn’t violate everything, we
00:40:32
checked everything was ok, in such cases
00:40:35
it’s worth reading the news again, reading what
00:40:38
other SEO specialists and
00:40:40
webmasters write because most often, in the
00:40:43
near future, various
00:40:45
hypotheses appear because
00:40:49
this update caught my eye, that’s why these hops before
00:40:53
that there are various names, for example,
00:40:54
there is a medical update because it
00:40:57
hooked on the topic of medicine, and so on and so
00:41:00
on, and accordingly webmasters
00:41:02
begin to become masters of this, experts
00:41:05
begin to analyze what is wrong on the site
00:41:07
and why this happened, plus there is a
00:41:09
certain selection of which sites
00:41:13
have declined, that is, which ones the sites
00:41:17
received a decrease in search results after this
00:41:19
update, receiving various feedback
00:41:23
and such information, you can form
00:41:25
a hypothesis as to why our site also
00:41:29
fell on its traffic from below after the update,
00:41:33
and after that work in this
00:41:35
direction to build hypotheses about how
00:41:37
the site will improve, work further and usually wait for the
00:41:41
next one updates because only
00:41:43
after the next update
00:41:45
we can see the results, that is, it is
00:41:47
also important to understand that even if you
00:41:49
immediately understand in the first month
00:41:51
what the errors were and
00:41:54
correct them, this does not mean that
00:41:56
in a month you will already see improvements,
00:41:59
most likely you will have to at
00:42:00
least a little longer, well, as always,
00:42:02
everyone needs to wait,
00:42:05
now I’ll show you a screenshot from the service that
00:42:11
allows you to actually determine the
00:42:12
update of Google algorithms, it works
00:42:15
like this: yes, you go to the
00:42:18
site, connect your Google
00:42:20
analytics there and you can see,
00:42:25
superimpose the graph of Google updates
00:42:28
on the graph of your traffic in
00:42:30
order to to understand whether the post
00:42:33
really went down after the update
00:42:35
or is it some other fluctuation,
00:42:38
seasonality or something else, in principle,
00:42:42
this tool within Google is
00:42:45
probably enough to understand whether
00:42:48
some kind of update or the
00:42:51
appearance of some new algorithm played a role we are
00:42:54
in a minus or a plus, if not, then most
00:42:57
likely the reason needs to be looked for elsewhere. It
00:43:00
happens that we think that the decrease in
00:43:04
traffic is associated with this channel, although in
00:43:06
fact it started no a little
00:43:08
earlier and is associated with some other
00:43:09
technical problem and we need to look for it
00:43:12
they pay attention to how the
00:43:15
next update worked for us,
00:43:18
then we’ll talk about the features of the
00:43:19
search results,
00:43:23
in fact, what is the first feature?
00:43:26
This regionality before the search results
00:43:30
very much depends on the region where
00:43:34
we actually enter our request, and
00:43:37
here is an example of the fact that the search
00:43:41
results Yes, upon request, buy a smartphone in
00:43:44
Kharkov in Kiev is radically different,
00:43:48
that is, here in general in Kharkov the first place in
00:43:52
Kharkov is a
00:43:53
site that is just a
00:43:55
regional player
00:43:58
and it occupies the first position, while in
00:44:01
Kiev a completely different site is
00:44:03
in the first position,
00:44:04
this is the first difference that is, in principle,
00:44:07
necessary take into account throughout the entire process of
00:44:10
website promotion this is what we
00:44:13
talked about about the target audience and
00:44:15
understanding to whom where and how we sell
00:44:18
the product, that is, if for example our
00:44:20
stores are located there only in the ferret,
00:44:23
then it is obvious that first of all,
00:44:26
despite the possibility of delivery there, we
00:44:29
must focus specifically on ferrets
00:44:31
and prepare and
00:44:33
optimize our content on the pages
00:44:35
so that everywhere it says Kharkov in
00:44:38
Kharkov there and so on, we
00:44:41
will talk in more detail about how to
00:44:42
optimize content,
00:44:43
and accordingly, when we are
00:44:47
promoting a site, it is important for us
00:44:50
check the regional results
00:44:52
because the region is important to us, if we
00:44:55
are working on a site for which
00:44:59
traffic from Moscow is important and we
00:45:02
are in Kharkov,
00:45:03
then accordingly we need to check the
00:45:05
results specifically for Moscow because the
00:45:08
requests that we will check and
00:45:11
expect to see the
00:45:12
clothing position of our site there for this
00:45:15
request they are just sitting there driving this
00:45:19
request in Kharkov, we won’t see it, we need to
00:45:22
change the regionality settings and
00:45:25
see what the results look like
00:45:27
in a given region, for a given country and
00:45:30
for a given city, on the slide there are
00:45:33
actual
00:45:35
instructions on how to do this in the
00:45:40
google chrome console there is a simple
00:45:42
setting that allows you to configure
00:45:44
the sensors and select any region there,
00:45:48
or even any point on the map before
00:45:51
entering the latitude and longitude, and then,
00:45:54
accordingly, in the middle, how will the output be?
00:45:56
We are right here,
00:45:58
or use any
00:46:00
addons that help for this. change the location
00:46:03
to, for example, ate clover, where you can
00:46:05
simply manually select the city the results of
00:46:09
which you want to look at and then
00:46:12
enter a request, or use a
00:46:14
proxy or VPN services in order to,
00:46:17
well, simply take an IP address
00:46:20
that is located in the region that
00:46:23
interests us and view the results
00:46:26
from there for In Yandex, it’s enough
00:46:30
to set the led parameter, which is responsible
00:46:32
for the region, that is, we set the
00:46:35
region code in the South African search results and,
00:46:39
accordingly, look at the results specifically
00:46:40
for this region. The
00:46:43
screenshot shows how to make
00:46:46
this setting in google chrome.
00:46:51
Accordingly, there are already presets in the location field
00:46:54
and major cities
00:46:58
of the world, in addition to this, you can save
00:47:01
your settings there, select time zone
00:47:05
locale accordingly latitude longitude,
00:47:09
save any settings and use
00:47:11
this in the future, which is important when we
00:47:13
check search results,
00:47:15
we must check it in
00:47:17
incognito mode
00:47:20
why is this so important because when we
00:47:24
we looked at the diagram of how
00:47:27
the user comes to the search results page,
00:47:29
this is what happens when the request is processed,
00:47:33
the cache of popular queries is taken into account, yes, that
00:47:36
is, Google already knows what we entered
00:47:39
earlier, what we searched for earlier, and this not
00:47:43
only applies to some of the
00:47:45
latest search queries there if you
00:47:48
logged in to Google, respectively, Google
00:47:51
remembers you have a lot of things and it
00:47:54
understands your preferences and so on, and then
00:47:56
the search results that it will show
00:47:59
you, perhaps it will not show anyone else
00:48:01
because it is specifically tailored for
00:48:04
you, this is called personalization
00:48:07
of the results, so when we want to know
00:48:11
the situation results for a specific request
00:48:13
from a user who enters this request for the
00:48:15
first time, who has not searched for
00:48:18
this product before, has not looked for this service, we must
00:48:21
enter this request in incognito mode,
00:48:23
here is an example, I will also show the search results
00:48:27
up to the regional ones, in principle, you can see
00:48:32
not only thanks to what
00:48:35
IP we are using we go there VPN proxy or
00:48:38
use services
00:48:39
and also add words toponyms, that is,
00:48:41
words that are responsible for regional
00:48:44
reference yes this is a city country region and
00:48:47
so on, for example, if we type in
00:48:50
order pizza Kiev
00:48:52
we see, well, obviously Kiev pizzerias
00:48:57
explosion there is a delivery function if at the same time
00:49:00
we will change the toponym to Minsk, we
00:49:05
are here in
00:49:07
Kiev and we will already see pizza delivery in
00:49:10
Minsk up to 99 percent. What if we
00:49:15
now change the locale and supposedly
00:49:18
go to Google from Minsk from the volume of the request to
00:49:20
order pizza, we will see a similar
00:49:22
return, that is, toponyms influence the same way as
00:49:26
our own location, it
00:49:29
is also worth talking about wet
00:49:32
information regarding various
00:49:34
special delivery blocks in which one way
00:49:39
or another you need to be present and you need to
00:49:42
take into account what they are, for example, when
00:49:46
we use such regional requests that are
00:49:49
tied to a
00:49:51
specific location in the area, but for
00:49:53
example, order pizza again it
00:49:55
will suggest us to offer the nearest
00:49:58
pizzerias and, accordingly, you look at the
00:50:00
block of maps and sites that are located, well,
00:50:05
organizations and their sites that
00:50:08
are located nearby, what does this tell us
00:50:12
as SEO specialists that in addition to the
00:50:14
organic search results of
00:50:15
the main one, you should also be in the
00:50:18
maps, that is, everything those special blocks
00:50:21
that Google displays, we must
00:50:26
try to get into them, for example, if
00:50:28
we enter some branded query,
00:50:31
we will also see such a knowledge graph in
00:50:35
which information about
00:50:38
this brand will be available, in fact, this is a branded query
00:50:40
and it displays the main site,
00:50:43
it displays quick ones links in what
00:50:46
format it shows the map and shows
00:50:50
where this organization is located and also
00:50:52
shows this information about the
00:50:55
company of such various blocks,
00:50:59
quite a large number of them,
00:51:01
including these can be quick answers for us,
00:51:05
these can be answers in real
00:51:09
time, as an example, time in some
00:51:12
region or the exchange rate, for example, in this
00:51:19
format when Google immediately gives us
00:51:22
an answer, it is important for us to take into account that in addition to the
00:51:24
usual results, there are also
00:51:27
special blocks
00:51:28
that, if possible, also need to be
00:51:30
included on our site, if this is, of
00:51:33
course, possible on my site Thank you all and
00:51:36
see you in the next lesson

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