Design of articles

This paragraph refers to the elements of design and layout of articles that increase the convenience of perception of the materials of the article:

Convenient layout, formatting. Prescribe subheadings that will describe and attract the user’s attention to the next block of text. Provide convenient margins between the blocks so that the text in different paragraphs does not merge.

Highlight key thoughts in the text in italics, bold, color – users will be able to see the main conclusions, critical information. All this should not be too much, so that the text does not turn out to be too colorful and really important points are not lost in all this highlighting.

Use convenient line spacing, the correct color of the text and the background of the article, a simple font of the text.

The content of the article. It will help you get acquainted with the structure of the article on the first screen of the page and quickly go to the desired paragraph if the visitor does not want to read the entire article.

Bulleted lists and numbering. They are used to make enumerations in the text easier to perceive.

Images, graphs, tables, diagrams. All these tools will allow the user to better perceive the information, remember it and read your material with great interest.


The maximum benefit will be provided by linking, which simplifies and helps the visitor to use the site and find the necessary information through the accompanying links on the page. Trying to make linking useful, you are more likely to provide clicks on these links, and this will transfer more weight to the acceptor links.

Correct site structure

The structure of the site is formed based on the works described at the beginning of the article – the collection of a competent semantic core. In a well-formed structure there are parent sections, subsections, tag pages, etc. Within one parent section, linking between related sections is automatically built, category pages in turn have links to parent sections, adjacent sections and child pages. All this is displayed in the main menu of the site (catalog or list of services), as well as “bread crumbs”.

“Bread crumbs”

This block, which is usually placed on all pages of the site (except the main one), reflects the hierarchy of nesting of the current page, helping to understand which topic or group it belongs to and, also, makes it possible to go to the top-level page or to the main one.

On the main page of the site, links to the main sections of the catalog (or key services) are usually placed, popular products and novelties are added. This ensures the transfer of reference weight to important sections, as well as accelerates the indexing of new products in the catalog.

Recommendation blocks in listings, cards

These blocks, in addition to the distribution of weight between pages, allow you to increase the depth of viewing the site, and with careful study of the list of links, you can also increase the average purchase receipt on the site. For example, on the tonometers page, advise you to purchase an additional adapter, and when ordering interior doors, give a link to the installation service.

External optimization

The presence of links to the site from other resources is an important ranking factor. The main thing in it is to adhere to the rules and carefully increase the reference mass so as not to incur PS sanctions on the site.

Analysis of external links through the services of Ya.Webmaster and GSC

Tools for webmasters from Google allow you to check links from external resources, leading to your website. In addition to the link itself, the pages on which it is installed, as well as the anchor, are available.

* Yandex external link statistics are outdated and have not been updated since the beginning of 2021.

Analysis via third-party services

Third-party services (for example, Megaindex, or using a VPN) more often have a more recent list of links, and also allow you to evaluate competitors’ links, which is impossible to do in Yandex.Webmaster or GSC.

Reference books and catalogs

Directories are resources that allow you to post a link to your site for free. In addition, in the directories, users can find your company in the relevant business area or on the city map. It is recommended to have an organization card on the directories and catalogs popular for the respective city, as well as to monitor the relevance of the posted information. When changing the address, phone number or the main mirror of the main site (for example, when moving to https), it is necessary to check all external resources and update information in them.

Analysis of competitors’ reference profile

To make a plan for the purchase of links, it is important to take into account which scheme competitors adhere to in your subject. This analysis will allow you to take into account all types of sites and popular purchasing schemes in order to get maximum results from it.

Third-party services such as Megaindex, Ahrefs or SeRanking are used to analyze competitors.

Placement of links on information resources

On information resources, “eternal links” are most often placed in the content of the material (i.e. links that are not deleted from their articles). These sources are useful because you can choose a site that corresponds to the topic, and the link from it will have weight as thematic and useful. If the resource has good traffic, targeted traffic to your site is also possible.

Placement in the media

The media can include news portals, which most often have a regional affiliation. When choosing this site, you need to focus on resources that have the same region with your site. News sites most often post press releases with company news, as well as reviews of your site’s services or products.