Things change quickly on the internet and SEO is the main sprinter in this race. Technologies, tools, search engine optimization factors are replacing each other at a breakneck speed. Sites have no choice but to keep up with the pace set by the search algorithms.
Only in 2020-2021, both major search engines “rolled out” large-scale changes in this area. You need to familiarize yourself with them first. But that’s not all. There are quite a few changes in optimization practices that have gone unnoticed by many wizards.
So, what is the first thing to check if the site has slowed down the rate of growth of positions or stopped growing at all? The 5 priority questions concern:
- technical part;
- meeting the requirements of the EAT ranking factor system;
- traffic sources;
- location binding.
Google representatives have been talking for a long time from all available sites that it is time for all web resources to switch to Mobile Friendly versions. Recommendations have now become requirements. Since the spring of 2021, the search engine has been considering the site’s adaptability to small smartphone screens as one of the ranking factors. Moreover, it is not the fact of adaptability itself that is important, but the quality of work – loading and displaying content on devices.
Google Search Console even has a tool that can help you assess the quality of your mobile site. If it is slowly moving to the top of the search results, this must be done. And then – fix everything that the algorithm recommends.
The second point of the verification plan is the safety of the resource. Now it also affects the place in the search results, and it has a fairly high priority. Which sites will be considered safe by search engines (and therefore preferred by users to visit):
- with https;
- free of malware;
- without a lot of pop-ups and banners (especially if they periodically do not load or slow down the loading of content).
What else affects the safety assessment
It should be understood that the search crawler by default considers the resources that are under the filters to be unsafe (or less secure). In addition, sites that receive a lot of user complaints are sent to the tail of the search results. A warning from a hosting provider also negatively affects the security indicator.
All this needs to be checked before changing content, optimizing texts and making other edits in order to speed up website promotion. As practice shows, in 30% of cases it is not so much about materials and key queries as about security (according to the search service).
The English abbreviation EAT is already the alphabet of a modern optimizer. In decoding, it means expertise – authoritativeness – trustworthiness. That is, expertise, authority and reliability.
The three-factor content rating system has been in use since 2018. And apparently, search services have literally become attached to it. Because all search engines rely on it, which should be guided by in promotion.
To check a specific site for compliance with the EAT requirements, you need:
- Add information about the author of articles or videos. If the text about skin problems and the selection of professional cosmetics for their solution is written by a cosmetologist or dermatologist, the material for the search service will be expert. Of course, it is not necessary to indicate the author’s specialty. You can use characteristic words in the description, for example, his profile. For these purposes, by the way, many blogs have added the ability to say a few words about themselves in the signature. It is very good if the site also contains an author’s page with diploma scans or other evidence of his qualifications.
- To make sure that the author, advertised product or brand is authoritative, the search algorithm will ask for mentions of each of the objects / subjects on the Web. It’s good if such mentions are found (on social networks, on forums, in reviews). The more there are, the more expert the material will be.
- How the scanner checks the accuracy of information is still not known for certain. Logic dictates that he verifies the data with those sources that he considers expert and authoritative (a la Wikipedia – there are enough references about it, and the facts are all confirmed by links).
For which topics does the three-factor assessment system work?
An important point: EAT scores are important, but not for all sites. Where the topic is focused on subjective indicators (fashion, beauty contests, clothing style), the three-factor assessment does not work. But in the YMYL (Your Money or Your Life, literal translation of the usual “wallet or life”) – about finance, health, sports, legal services, etc. – EAT is of great importance.
Sources of traffic
Search engine optimization has long been something more than structured texts with key phrases and images with tags. But traffic sources, or rather their quantity and variety, have recently been used as an element of it. Therefore, this factor should be taken care of separately.
What do you need:
- attract users from social networks;
- motivate group members in messengers to sometimes visit the site;
- actively use video hosting (and again, invite people to go to a web resource).
The more the algorithm finds traffic sources, the sooner articles and all content will move up in the search results. It is clear that each search engine has its own preferences – YouTube, Facebook, WhatsApp from Google and Yandex.Ether, VKontakte, Viber from Yandex. Both services relate well to traffic from Telegram, instagram, TikTok, forums and directories, blogs, contextual advertising, etc.
Another important point that needs not so much to be checked as to be included in the content optimization plan (since it is also a conditional novelty) is location-based search queries. This includes all kinds of “close, close, nearby, close.” In addition to the new cluster of keys, it is worth taking care of the company’s presence on the map and in directories (if it is a store, cafe, studio).