Posting on forums

Forums are a useful free source for targeted conversions. There is a high probability of transitions with proper placement. At the same time, it is important for forums to have live active accounts on the sites and pre–carry out at least minimal work to increase the activity of this account on the forum – otherwise it is possible to delete the link as spam. This method is more complicated than the previous ones, since preparatory work is required or the presence of a list of active accounts that are regularly maintained and leave useful messages on various forum branches.

Exchange with business partners

Link exchange is another free way to get external links to a website. In this method, you need to discuss the possibility of an exchange with those companies that are your partners. With their consent, you will need to place a link to them (for example, in the “Our Partners” section specially created for this purpose), and they, in turn, will give a link to your site.

Having your own account in social networks (Vkontakte, Youtube, Tiktok, etc.) allows you not only to maintain live communication with your audience, notify them about news and new products of the company, but also to post links to the site pages and increase site traffic due to user transitions from social networks.

Free services questions and answers

One of the most popular services with user questions is Yandex.Q and Answers.Mail.ru. Having an account on these sites and regularly updating it (answering users’ questions about products or services of your subject), you will allow you to show potential customers how well you understand your product, help users with the choice and get additional traffic to your site.

Behavioral factors

Behavioral factors take into account the behavior of users on your site. They reflect how useful the site is to use, convenient and informative, whether it is easy for the visitor to find and purchase (or order) what he was looking for.

Refusals

Refusals are a quick departure from the site (for example, viewing only the login page, being on the page for a small amount of time, lack of interaction with forms). The indicator reflects how much the page met the user’s expectations, whether he received a response to his request, whether he found the right product or products. It is important to assess the reasons for the refusal (for example, the product was not available, inconvenient design, lack of forms for interaction, insufficient information about the product) and eliminate them, since a large number of refusals negatively affects the evaluation of the PS site.

Entry/Exit Pages

The analysis helps to understand which pages attract users more often in search (login pages), as well as on which pages users often complete a site visit without making a conversion. It is necessary to understand the reasons why failures occur on these pages, trace the user’s path and eliminate all possible causes and difficulties in interacting with the site.

Viewing depth and time on the site

The parameters that should also be analyzed are the depth of viewing (how many pages users will view in one visit) and the time on the site. In trying to influence these indicators in a big way, the main thing is not to get carried away:

do not complicate the movement of the site by splitting one topic into several pages or complicating the purchase process, as this may lead to rejection

do not try to artificially force the user to increase the time on the site (due to too large amounts of content or long boring videos about products or services), since the user may get lost, get distracted, and not make a conversion.

Snippets

This is a block with a description of the page, which is displayed in the PS and briefly introduces the user to the content of the page. If this content responds to the user’s request, he will click on it and go to your site. Snippets can be influenced using the following tools:

Page title. It is output as a snippet header and reflects the relevance of the page to the specified query.

Description. This element is often used snippets Google, but sometimes it can be displayed in Yandex. It should describe the content of the page in a abstract and give information about the product and the company.

Micro-markup. Allows you to display a rating, product price, and image in a snippet. Also, “bread crumbs”, designed in micro markup, will be able to be reflected in snippets in text format (and not in the url format of the site) and show the nesting of the page in the structure of the site.

Favicon. A website icon that should be memorable, bright and attention-grabbing. Also match the website logo.

CTR

CTR is an indicator of snippet clickability, which reflects the percentage of clicks (i.e. clicks to the site) in relation to the number of site impressions in the search results. A high level of CTR is achieved by creating a snippet (in the ways described above) – the more useful the page description in the output and the more attractive the offer, the more likely that the user will go to your site. If you see that the indicator is low, you should pay attention to the snippets of the site and work on their revision. The higher the clickability level, the more relevant your site is to the query, so the positions will increase.

In addition to the number of clicks, PS also take into account the time between clicking on the site and returning to the search results page. If this indicator is small (“short click”), this transition may amount to a failure. For the PS, this is a signal that your site did not respond to the user’s request and he was unsatisfied. The less frequently your site visitors return to the search (“long clicks”), the higher the site will be ranked.

UPD: At the request of commentators, we added a block with the most important SEO updates over the past year.