Practice of search engine optimisation

After any change on a web page wait for result for not less than a fortnight.

Solve all technical issues

If anything is wrong with the site from technical point of view, solve that.
Make Sure You Are Using HTTPS, has robots.txt, and a sitemap.

Monitor whether your site is up or not (there are special services for that).

If a website is often down, it cannot be ranked high.

Collect positions

Regularly check how high do your web site is ranked.

There are special services or special software for that.

It will show for each keyword:

  1. Position.
  2. Relative page.
  3. Change in relative page.

If the relative page for a keyword does not satisfy you, go to Google and:

site:https:\\ <keyword>

You will get a list pages of your web site that are concidered somehow relative to this keyword.

One of these pages may be your target one. If your target page is not listed, it is a big problem. In this case check if the target page is indexed at all. If it is, maybe it does not contain the keywords.

Let us suppose that the target page is in the list. Take some other page from the list and put a link from it to the target page. Use anchor with the keyword (either exact phrase or slightly more wordy):

<span class="tagnamecolor"><span class="tagcolor"><</span>a<span class="attributecolor"> href<span class="attributevaluecolor">=""</span></span><span class="tagcolor">></span></span>Your key phrase<span class="tagnamecolor"><span class="tagcolor"><</span>/a<span class="tagcolor">></span></span>

In this case Google will understand that the target word should be treated as a priority.

Make a note in your documentation that you put an internal link to that web page.

Check your texts

A text should be pleasant to read. Imagine yourself in your user’s shoes. You yourself should like how the text is written.

Try experimenting with adding or removing keywords. You will have to find out the balance: not to overspam with keywords, but use them rather extensively.

Check your pages for speed of loading

Scan your site for SEO faults

There exist special software. It will crawl your web site inside out and find or show:

  1. Broken Links
  2. Titles, ana maybe absence of titles
  3. Meta descriptions, and maybe absense thereof.
  4. Duplicate Content.
  5. Alt attributes of images.
  6. Problems on web server (errors 500, 400).

Crawl carefully – do not overload your web site.

Pay special attention to sensitive points

Sensitive are titles, headlines, description, alts of images.

Check usability and user experience

Use Yandex.Metrika’s Webvisor to have a look of how do users behave on your web site. M

Hypotesize about why users do not behave as you expect them to.

Pay attention to SERP

SERP – Search Engine Results Pages.

Check that favicon is eye-catching.

Check that you use markup to get rich snippet.

Google Search Console

Do not forget to visit it: check your CTR, read recommendations and warnings.

Check whether your pages are indexed

Index Coverage report

Use Google Search Console:

Coverage -> Excluded.
Attention to:

  1. Not found (404)
  2. Crawled – currently not indexed
  3. Discovered – currently not indexed

Maybe a page that troubles you is excluded in robots?

Check robots.

Avoid duplicates

Check for duplicate versions of your pages in Google’s index.

Do not allow any imbalance

Remember that everything should look natural. If you grow the number of inbound links, then the rate of increase should be more or less constant.

If you publish new posts, do not publish them all at once – distribute them in time.

If you insert keywords, do not overspam your texts.

Use automatic SEO audit tools

There are a lot free tools online.


On the internet you can find a lot of checklists. Scrutinize them, pick up one or combine best practices from different check lists. And use it regularly.

Monitor Your Competitors

For each cluster of keywords decide:

Who are your competitors (top-ranked sites).

Why are they ranked higher (their age, number and quality of inbound links, what keywords are used, the size of the article).

Use GeoClever

If you want to put on an act that you are in another region, use Geo Clever Fixed Chrome extension.

Do not forget personalised search results

Switch to incognito mode to check your hypotheses.


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