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Факторы ранжирования сайтов в поисковых системах

Факторы ранжирования сайтов в поисковых системах

Если кто-то считает, что полностью владеет информацией об алгоритмах ранжирования результатов выдачи в поиске, то пусть попробует установить любой сайт по любому запросу, например, на 5 место в Яндексе и 5 место в Гугл, одновременно....Ниже предложена таблица, в которой указаны наиболее вероятностные факторы, влияющие на вышеуказанные результаты.

Список факторов, которые влияют на ранжирование в Google, bing, Yahoo! и других поисковых системах. Список содержит положительные, отрицательные и нейтральные факторы, поскольку все они существуют. Большинство факторов применяются в основном в Гугле и частично в Бинг, Яху! Во всех других поисковых системах, будут иметь меньшее значение.



 



Keywords



1



Ключевое слово (а) должны быть в теге title



Очень важный параметр, грамотное его использование повышают шанс занять более высокую позицию в поиске, а также влияют на привлекательность заголовка для посетителей.
Сопутствующие инструменты проверки, например,
Google SERP Snippet Optimization Tool
Анализ мета тегов сайта



+3



2



Ключевые слова в url



Ключевое слово в адресе сайта, страницы является для поисковых роботов сигналом для ранжирования.
Помните - если в теле страниц нет таких слов, то это не работает.



+3



3



Плотность ключевых слов в текстах



Роль этого фактора последнее время уменьшилась, однако поддержание интенсивности употребления слов на уровне 3-7% будет полезным (в сочетание с текстами для людей, а не "масло масленное". Например, можно проверить с помощью этого инструмента - Most Common Keywords



+3*



4



Ключевое слово в тексте ссылки



Один из ранее важных сигналов для поисковых роботов. На сегодняшний день важно грамотно совмещать текстовые ссылки с без текстовыми, а также со ссылками, содержащими в тексте url страницы, Этот фактор существенен особенно для обратных ссылок. Это можно проверить, например, с помощью Вебмастера от Гугл - https://www.google.com/webmasters/tools/anchor-text или инструмента Поиска и анализ обратных ссылок на ваш сайт



+3



5



Ключевики в заголовках (<H1>, <H2>, etc. tags)



Красивые продающие заголовки с включением ключевых слов высоко ценится роботами и пользователями



+3



6



Ключевые слова вверху



Желательно размещать продвигаемые словосочетания в первых обзацах. 



+2



7



Keywords in <alt> tags



Дополнительный сигнал для поискового робота о теме страницы. Особую роль играют альты на картинках, имеющие ссылки.



+2



8



Ключевые слова в  metatags



Для Yahoo! and Bing. Для Яндекса является сигналом, но при равных прочих условиях...которые почти никогда не наступают :-)



+1



9



Близость ключевых слов или фраз друг к другу.



Ранее был значимым фактором. По возможности используйте этот параметр, но не пишите масло масленое.



+1



10



Используйте разделение



Например, "seo услуги" и "seo" "услуги"



+1



11



Используйте вторичные ключевые слова



Например, вместо "Пластиковые окна" используйте "Пластиковые окна в Воронеже"



+1



12



Используйте морфологию



Однокоренные слова и множественные формы



+1



13



Синонимы



Применяйте синонимы. Берите словарь и пользуйтесь



+1



14



Опечатки



Если пользоваться умело, то можно на этом получить дополнительный трафик



0



15



Разбавление ключевых слов



Сосредотачивайте оптимизацию на небольшом количестве ключевых слов для страницы. Не разбавляйте контент.



-2



16



Плотность ключевых слов



Большая плотность ключевых слов (тошнота страницы) может привести к отрицательным результатам



-3



 



Ссылки внутренние, входящие, исходящие



17



Текс входящих ссылок (якорь)



Это один из самых важных факторов для хорошего рейтинга. Лучше всего, если у вас ключевых слов в якорный текст, но даже если нет, все равно нормально. Однако, не используйте тот же якорный текст все время, потому что это МОЖЕТ наказываться Google. Старайтесь использовать синонимы или просто имя вашего сайта


+3



18



Происхождение входящих ссылок



Ссылающийся на вас сайт должен быть авторитетным. Как правило, сайты с большей Гугл PR считаются авторитетными. Ссылки из бедных сайтов могут нанести реальный вред вам, поэтому избегайте их любой ценой.


+3



19



Ссылки с тематических сайтов



Как правило, чем больше, тем лучше. Но Репутация сайтов, которые ссылаются на вас намного важнее, чем их количество. Также важным является их якорный текст (и его разнообразие)


+3



20



Links from .edu and .gov sites



These links are precious because .edu and .gov sites are more reputable than .com. .biz, .info, etc. domains. Additionally, such links are hard to obtain.



+3



21



Number of backlinks



Generally the more, the better. But the reputation of the sites that link to you is more important than their number. Also important is their anchor text, is there a keyword in it, how old are they, etc.



+3



22



Anchor text of internal links



This also matters, though not as much as the anchor text of inbound links.



+2



23



Around-the-anchor text



The text that is immediately before and after the anchor text also matters because it further indicates the relevance of the link – i.e. if the link is artificial or it naturally flows in the text.



+2



24



Age of inbound links



The older, the better. Getting many new links in a short time suggests buying them.



+2



25



Links from directories



Could work, though it strongly depends on which directories. Being listed in DMOZ, Yahoo Directory and similar directories is a great boost for your ranking but having tons of links from PR0 directories is useless or even harmful because it can even be regarded as link spamming, if you have hundreds or thousands of such links.



+2



26



Number of outgoing links on the page that links to you



The fewer, the better for you because this way your link looks more important.



+1



27



Named anchors



Named anchors (the target place of internal links) are useful for internal navigation but are also useful for SEO because you stress additionally that a particular page, paragraph or text is important. In the code, named anchors look like this: “#dogs” and “#dogs” is the named anchor.



+1



28



IP address of inbound link



Google denies that they discriminate against links that come from the same IP address or C class of addresses, so for Google the IP address can be considered neutral to the weight of inbound links. However, Bing and Yahoo! may discard links from the same IPs or IP classes, so it is always better to get links from different IPs.



+1



29



Inbound links from link farms and other suspicious sites



Presumably, this does not affect you, provided the links are not reciprocal. The idea is that it is beyond your control to define what a link farm links to, so you don't get penalized when such sites link to you because this is not your fault. However, some recent changes to the Google algorithm suggest the opposite. This is why, you must always stay away from link farms and other suspicious sites or if you see they link to you, contact their webmaster and ask the link to be removed.



0



30



Many outgoing links



Google does not like pages that consists mainly of links, so you'd better keep them under 100 per page. Having many outgoing links does not get you any benefits in terms of ranking and could even make your situation worse.



-1



31



Excessive linking, link spamming



It is bad for your rankings, when you have many links to/from the same sites (even if it is not a cross- linking scheme or links to bad neighbors) because it suggests link buying or at least spamming. In the best case only some of the links are taken into account for SEO rankings.



-1



32



Outbound links to link farms and other suspicious sites



Unlike inbound links from link farms and other suspicious sites, outbound links to bad neighbors can drown you. You need periodically to check the status of the sites you link to because sometimes good sites become bad neighbors and vice versa.



-3



33



Cross-linking



Cross-linking occurs when site A links to site B, site B links to site C and site C links back to site A. This is the simplest example but more complex schemes are possible. Cross-linking looks like disguised reciprocal link trading and is penalized.



-3



34



Single pixel links



when you have a link that is a pixel or so wide it is invisible for humans, so nobody will click on it and it is obvious that this link is an attempt to manipulate search engines.



-3



 



Metatags



35



<Description> metatag



Metatags are becoming less and less important but if there are metatags that still matter, these are the <description> and <keywords> ones. Use the <Description> metatag to write the description of your site. Besides the fact that metatags still rock on Bing and Yahoo!, the <Description> metatag has one more advantage – it sometimes pops in the description of your site in search results.



+1



36



<Keywords> metatag



The <Keywords> metatag also matters, though as all metatags it gets almost no attention from Google and some attention from Bing and Yahoo! Keep the metatag reasonably long – 10 to 20 keywords at most. Don't stuff the <Keywords> tag with keywords that you don't have on the page, this is bad for your rankings.



+1



37



<Language> metatag



If your site is language-specific, don't leave this tag empty. Search engines have more sophisticated ways of determining the language of a page than relying on the <language>metatag but they still consider it.



+1



38



<Refresh> metatag



The <Refresh> metatag is one way to redirect visitors from your site to another. Only do it if you have recently migrated your site to a new domain and you need to temporarily redirect visitors. When used for a long time, the <refresh> metatag is regarded as unethical practice and this can hurt your ratings. In any case, redirecting through 301 is much better.



-1



 



Content



39



Unique content



Having more content (relevant content, which is different from the content on other sites both in wording and topics) is a real boost for your site's rankings.



+3



40



Frequency of content change



Frequent changes are favored. It is great when you constantly add new content but it is not so great when you only make small updates to existing content.



+3



41



Keywords font size



When a keyword in the document text is in a larger font size in comparison to other on-page text, this makes it more noticeable, so therefore it is more important than the rest of the text. The same applies to headings (<h1>, <h2>, etc.), which generally are in larger font size than the rest of the text.



+2



42



Keywords formatting



Bold and italic are another way to emphasize important words and phrases. However, use bold, italic and larger font sizes within reason because otherwise you might achieve just the opposite effect.



+2



43



Age of document



Recent documents (or at least regularly updated ones) are favored.



+2



44



File size



Generally long pages (i.e. 1,500-2,000 words or more) are not favored, or at least you can achieve better rankings if you have 3 short (500-1,000 words) rather than 1 long page on a given topic, so split long pages into multiple smaller ones. On the other hand, pages with 100-200 words of text or less are also disliked by Google.



+1



45



Content separation



From a marketing point of view content separation (based on IP, browser type, etc.) might be great but for SEO it is bad because when you have one URL and differing content, search engines get confused what the actual content of the page is.



-2



46



Poor coding and design



Search engines say that they do not want poorly designed and coded sites, though there are hardly sites that are banned because of messy code or ugly images but when the design and/or coding of a site is poor, the site might not be indexable at all, so in this sense poor code and design can harm you a lot.



-2



47



Illegal Content



Using other people's copyrighted content without their permission or using content that promotes legal violations can get you kicked out of search engines.



-3



48



Invisible text



This is a black hat SEO practice and when spiders discover that you have text specially for them but not for humans, don't be surprised by the penalty.



-3



49



Cloaking



Cloaking is another illegal technique, which partially involves content separation because spiders see one page (highly-optimized, of course), and everybody else is presented with another version of the same page.



-3



50



Doorway pages



Creating pages that aim to trick spiders that your site is a highly-relevant one when it is not, is another way to get the kick from search engines.



-3



51



Duplicate content



When you have the same content on several pages on the site, this will not make your site look larger because the duplicate content penalty kicks in. To a lesser degree duplicate content applies to pages that reside on other sites but obviously these cases are not always banned – i.e. article directories or mirror sites do exist and prosper.



-3



 



Visual Extras and SEO



52



JavaScript



If used wisely, it will not hurt. But if your main content is displayed through JavaScript, this makes it more difficult for spiders to follow and if JavaScript code is a mess and spiders can't follow it, this will definitely hurt your ratings.



0



53



Images in text



Having a text-only site is so boring but having many images and no text is a SEO sin. Always provide in the <alt> tag a meaningful description of an image but don't stuff it with keywords or irrelevant information.



0



54



Podcasts and videos



Podcasts and videos are becoming more and more popular but as with all non-textual goodies, search engines can't read them, so if you don't have the tapescript of the podcast or the video, it is as if the podcast or movie is not there because it will not be indexed by search engines.



0



55



Images instead of text links



Using images instead of text links is bad, especially when you don't fill in the <alt> tag. But even if you fill in the <alt> tag, it is not the same as having a bold, underlined, 16-pt. link, so use images for navigation only if this is really vital for the graphic layout of your site.



-1



56



Frames



Frames are very, very bad for SEO. Avoid using them unless really necessary.



-2



57



Flash



Spiders don't index the content of Flash movies, so if you use Flash on your site, don't forget to give it an alternative textual description.



-2



58



A Flash home page



Fortunately this epidemic disease seems to have come to an end. Having a Flash home page (and sometimes whole sections of your site) and no HTML version, is a SEO suicide.



-3



 



Domains, URLs, Web Mastery



59



Keyword-rich URLs and filenames



A very important factor, especially for Yahoo! and Bing.



+3



60



Site Accessibility



Another fundamental issue, which that is often neglected. If the site (or separate pages) is unaccessible because of broken links, 404 errors, password-protected areas and other similar reasons, then the site simply can't be indexed.



+3



61



Sitemap



It is great to have a complete and up-to-date sitemap, spiders love it, no matter if it is a plain old HTML sitemap or the special Google sitemap format.



+2



62



Site size



Spiders love large sites, so generally it is the bigger, the better. However, big sites become user-unfriendly and difficult to navigate, so sometimes it makes sense to separate a big site into a couple of smaller ones. On the other hand, there are hardly sites that are penalized because they are 10,000+ pages, so don't split your size in pieces only because it is getting larger and larger.



+2



63



Site age



Similarly to wine, older sites are respected more. The idea is that an old, established site is more trustworthy (they have been around and are here to stay) than a new site that has just poped up and might soon disappear.



+2



64



Site theme



It is not only keywords in URLs and on page that matter. The site theme is even more important for good ranking because when the site fits into one theme, this boosts the rankings of all its pages that are related to this theme.



+2



65



File Location on Site



File location is important and files that are located in the root directory or near it tend to rank better than files that are buried 5 or more levels below.



+1



66



Domains versus subdomains, separate domains



Having a separate domain is better – i.e. instead of having blablabla.blogspot.com, register a separate blablabla.com domain.



+1



67



Top-level domains (TLDs)



Not all TLDs are equal. There are TLDs that are better than others. For instance, the most popular TLD – .com – is much better than .ws, .biz, or .info domains but (all equal) nothing beats an old .edu or .org domain.



+1



68



Hyphens in URLs



Hyphens between the words in an URL increase readability and help with SEO rankings. This applies both to hyphens in domain names and in the rest of the URL.



+1



69



URL length



Generally doesn't matter but if it is a very long URL-s, this starts to look spammy, so avoid having more than 10 words in the URL (3 or 4 for the domain name itself and 6 or 7 for the rest of address is acceptable).



0



70



IP address



Could matter only for shared hosting or when a site is hosted with a free hosting provider, when the IP or the whole C-class of IP addresses is blacklisted due to spamming or other illegal practices.



0



71



Adsense will boost your ranking



Adsense is not related in any way to SEO ranking. Google will definitely not give you a ranking bonus because of hosting Adsense ads. Adsense might boost your income but this has nothing to do with your search rankings.



0



72



Adwords will boost your ranking



Similarly to Adsense, Adwords has nothing to do with your search rankings. Adwords will bring more traffic to your site but this will not affect your rankings in whatsoever way.



0



73



Hosting downtime


 

-1



74



Dynamic URLs



Spiders prefer static URLs, though you will see many dynamic pages on top positions. Long dynamic URLs (over 100 characters) are really bad and in any case you'd better use a tool to rewrite dynamic URLs in something more human- and SEO-friendly.



-1



75



Session IDs



This is even worse than dynamic URLs. Don't use session IDs for information that you'd like to be indexed by spiders.



-2



76



Bans in robots.txt



If indexing of a considerable portion of the site is banned, this is likely to affect the nonbanned part as well because spiders will come less frequently to a “noindex” site.



-2



77



Redirects (301 and 302)



When not applied properly, redirects can hurt a lot – the target page might not open, or worse – a redirect can be regarded as a black hat technique, when the visitor is immediately taken to a different page.



-3


Ответ:

Эти факторы в значительной степени играют важную роль и в российских поисковых системах, например, в Яндексе. Естественно, это не все факторы, а лишь те, которые обнаружены с помощью анализа результатов экспериментов.