Internal factors of ranging

    All factors influencing position of a site in delivery of a search engine, it is possible to break on external and internal. Internal factors of ranging are what are under control of the owner of the web site (the text, registration etc.).

Text registration of web pages
Volume of the text on page
   Searchers appreciate the sites rich with the information maintenance. Generally it is necessary to aspire to increase in text filling of a site.

    It is necessary to consider as the optimum the pages containing 500-3000 words or 2-20 kb. The text (from 2 to 20 thousand symbols).

   The page consisting only from several offers, has less chances to get to a top of search engines.

    Besides, more the quantity of the text on page increases visibility of page in search engines at the expense of rare or casual search phrases that in certain cases can give quite good inflow of visitors. 

Number of keywords on page
   Keywords (phrases) should meet in the text at least 3-4 times. The upper bound depends on page total amount – the more total amount, the more repetitions it is possible to make.

   Separately it is necessary to consider a situation with search phrases, that is word combinations from several keywords. The best results are observed, if the phrase meets in the text some times as a phrase (i.e. all words together in the necessary order), but also, words from a phrase come across in the text some times one by one. Also there should be some distinction (disbalance) between number of occurrences of each of the words making a phrase.

Let's consider a situation on an example. We will admit, we optimise page under a phrase «dvd a player». The good variant – a phrase «dvd a player» meets in the text of 10 times, except that, the word «dvd» meets separately 7 more times, a word "player" of 5 more times. All figures in an example are conditional, but well show the general idea.

 Density of keywords
   The keyword density on page shows relative frequency of the maintenance of a word in the text. The density is measured in percentage. For example, if the set word has met 5 times on page from 100 words the density of this word is equal 5 %. Too low density will lead to that the search engine will not give due value to this word. Too high density is capable to include search engine spam-filter (that is page it will be artificial is lowered in search results because of excessively frequent use of a key phrase).

   Optimum it is considered density of the key text of 5-7 %. In case of the phrases consisting of several words, it is necessary to count total density of all keywords making a phrase and to be convinced that it keeps within the specified limits.

   Practice shows that the density of the key text more than 7-8 % though does not conduct to any negative consequences, but also special in most cases also has no sense.

Arrangement of keywords on page
   Very short rule – the is closer a keyword or a phrase to the document beginning, the больший they receive weight in the opinion of a search engine.

 Stylistic registration of the text
   Search engines attach special significance to the text, those or otherwise allocated on page. It is possible to make following recommendations:

   - Use keywords in headings (the text allocated тегами «H», in particular «h1» and «h2»). Now use css allows to redefine a kind of the text allocated with these тегами, therefore use тегов «H» has smaller value, than earlier, however, to neglect them at all does not cost;
   - Allocate keywords with a bold type (not in all text, certainly, but to make such allocation 2-3 times on page will not prevent). For this purpose it is recommended to use тег «strong», instead of more traditional тега «B» (bold).

Teg «TITLE»
    One of the most important tag to which search engines attach huge significance. It is necessary to use keywords in tag TITLE.

    Besides, the link to your site will contain the text in search engine delivery from tag TITLE, so it, to a certain extent, the page card.

    Under this link transition of the visitor of a search engine to your site is carried out, therefore tag TITLE should not only contain keywords, but to be informative and attractive.

    As a rule, 50-80 symbols get to search engine delivery from teg TITLE, therefore it is desirable to limit the size of heading to this long.

 Keywords in the text of links
   Also very simple rule – use keywords in the text of proceeding links from your pages (as on other internal pages of your site, and on other resources of a network), it can add to you small advantage at ranging.

Tegi «ALT» images
    Any image on page has special attribute «the alternative text» which is set in teg «ALT». This text will be displayed on the screen in the event that to download the image it was not possible or display of images is blocked in the browser.

    Search engines remember value tag ALT at analysis (indexation) of page, however do not use it at ranging of search results.

    At present it is authentically known that the Google search engine considers the text in teg ALT those images which are links to other pages, the others tag ALT are ignored. On others search systems of the exact data are not present, but it is possible to assume something similar.

    As a whole it is necessary to give such advice – to use keywords in teg ALT is possible and it is necessary, though it has no basic value.

Meta-teg Desciption
    Meta-teg Description it is specially intended for the task of the description of page. This teg does not influence in any way ranging, but, nevertheless, is very important. Many search engines (and, in particular, the largest Google) display the information from this teg in search results if this teg is present on page and its contents correspond to contents of page and search inquiry.

   It is possible to tell with confidence that the high place in search results not always provides a great number of visitors. If the description of your competitors in results of delivery is more attractive, than your site visitors of a search engine will choose them, instead of your resource.

   Therefore competent drawing up meta-tega Description is of great importance. The description should be short, but informative and attractive, contain keywords, characteristic for the given page.

Meta-teg Keywords
   This meta-teg initially intended for instructions of keywords of the given page. However now it is not used almost by search engines.

    Nevertheless, it is necessary to fill this teg "just in case". At filling it is necessary to adhere to a following rule: to add only those keywords which really are present on page.

Structure of a site
Number of pages of a site
   The general rule – the more, the better. The increase in number of pages of a site improves its visibility in search engines.

   Besides, gradual addition of new information materials on a site is perceived by search engines as site development that can give side benefits at ranging.

   Thus, try to place on a site of more information – news, press releases, articles, a good advice and so on.

The navigating menu
   As a rule, any site has the navigating menu. Use keywords in menu links, it will allow to give additional weight to those pages on which the link conducts.

Keyword in the page name
   There is an opinion that use of keywords in the name of a html-file of page can positively affect its place in search results. Naturally, it concerns only English-speaking inquiries.

 Avoid subdirectories
   If your site has moderate number of pages (some tens) it is better that they were in a root directory of a site. Search engines consider such pages as more important.

One page – one key phrase
   Try to optimise each page under an own key phrase. Sometimes it is possible to choose 2-3 related phrases, but it is not necessary to optimise one page under 5-10 phrases at once, most likely the result will not be any.

Main page of a site
   Optimise the main page of a site (a domain name, index.html) under the most important for you word combinations. This page has the greatest chances to get to a top of search engines.

   On my supervision, on the main page of a site can have to 30-40 % of the general search traffic.

Widespread errors 
Graphic heading
   Very often in design of a site the graphic heading (cap), that is a picture in all width of the page, containing, as a rule, a company logo, the name and some other information is used.

   It is not necessary to do it! The top part of page very valuable place where it is possible to place the most important keywords. In case of the graphics image this place vanishes for nothing.

   In certain cases there are absolutely ridiculous situations: the heading contains the text information, but with a view of more visual appeal is executed in the form of a picture (accordingly represented text cannot be considered searchers).

   Is better to use the combined variant – the graphic logo at the top of page is present, but occupies not all its width. On the rest the text heading with keywords takes place.

Graphic navigating menu
    The situation is similar to the previous point – internal links to your site should contain also keywords, it will give a side benefit at ranging. If the navigating menu with a view of more appeal is executed in a drawing kind searchers cannot consider the text of links.

    If to refuse the graphic menu there is no possibility, do not forget to supply, at least, all pictures correct teg ALT.

Navigation through scripts
   In certain cases navigation on a site is carried out through use of scripts. It is necessary to understand that searchers cannot read and execute scripts. Thus, the link set through a script will be inaccessible to a search engine and the search robot will not pass on it.

   In such cases it is necessary to duplicate necessarily links in the usual way that navigation on a site was accessible to all – both for your visitors and for robots of search engines.

Identifier of session
   On some sites it is accepted to use the session identifier – that is each visitor at calling on a site receives unique parametre &session_id= which is added to the address of each visited page of a site.

   Use of the identifier of session allows to collect more conveniently statistics about behaviour of visitors of a site and can be used for some other purposes.

   However, from the point of view of the search robot the page with the new address is a new page. At each calling on a site the search robot will receive the new identifier of session and, visiting the same pages, as earlier, will perceive them as new pages of a site.

    Strictly speaking, search engines have algorithms «gluing» mirrors and pages with the identical maintenance, therefore the sites using identifiers of sessions, nevertheless will be indexed. However, indexation of such sites is complicated and in certain cases can pass incorrectly. Therefore use on a site of identifiers of sessions is not recommended.

Redirects
   Redirects complicate the site analysis search robots. Do not use redirects if for this purpose there are no accurate reasons.

Hidden text
   Last two points concerns more likely not to errors, and a deliberate deceit of searches, but it is necessary to mention all of them

   Hidden text use (text colour coincides with background colour, for example, white on white) allows to "pump up" page the necessary keywords without infringement of logic and design of page. Such text is invisible to visitors, however is perfectly read by search robots.

   Use of such "grey" methods of optimisation can lead бану a site – that is to a compulsory exception of a site of an index (database) of a search engine.

Odnopikselnye of the link
    Use of graphic images-links in the size of 1*1 pixel (that is actually invisible to the visitor) also is perceived by search engines as attempt of a deceit and can lead ban a site.