And finally, the final, third part of the complete SEO-audit of the online store site. Who has not already looked at the previous two, then part 1 about technical audit here, part 2 about usability here.
In this article we will tell you how to do a semantic analysis of the site, which we give recommendations on optimizing texts and meta tags to move up and take traffic positions.
To understand the mechanics of working with semantic content, we will consider the work with only one page of the category of the Internet shop of plumbing svdd.ru, tk. it would be enough.
So, let's start:
Semantic audit differs from the first two audits in that before you make recommendations, you first need to do the following: collect the semantic core, identify the most attractive, in terms of traffic volume, requests, see what queries your competitors are working on, generate a final list of key words, which should sharpen the page of the site and only then make a conclusion whether the page is optimized and what recommendations can be added to make it even better.
For analysis, let's take the category "Shower Cabin"
Initial data are as follows:
Title: Shower cabins in Moscow: buy in the online store of SDDS
Description: Shower cabins in the online store of SDDS, our catalog presents a large selection of products from manufacturers from Russia and other countries.
The text is (the text itself will not be given, just write recommendations, in what form it should be, how to fix it).
Pre-assembled the semantic core, looked at the competitors and received such a list of requests:
The collected list of requests
The most important queries in this case are highlighted in red, the orange ones are less interesting. The priority of using queries in meta tags and text is determined by the phrase frequency (the second column called "Frequency" "), i.e. We take the most frequent queries from the submitted ones and combine them into the page title so that it is relevant and attractive to the user.
Example of the compiled title: Buy a shower in an online store in Moscow
In the description we write the key phrase suitable for this field with the highest frequency after the main key and we compose a relevant and attractive proposal (offer), which then appears in the search query snippet.
Description will not rewrite, tk. it is composed well initially.
The text in the category is seldom read by anyone, but it should be as useful and attractive as possible to be read by as many visitors as possible. The first sentence of the text should be within 160 characters and reflect the main content of the page (+ contain one of the main key phrases). Also, the text can contain videos and pictures, bulleted lists for greater appeal and usefulness. The remaining less priority key phrases are distributed according to the text so that the user does not notice this. If it does not work, then we stop using the main keywords, we do not need to spam it - it will work in the negative.
Example text in the category is (not entirely successful, but this is the minimum that it is desirable to do):
Someone may argue that if the text is read by few people, then it generally does not need to be placed in categories. The argument is this: if you want your online store to sell, then you need to use all the possibilities to attract the user, like him, and placing text in the category is an additional possibility. If the text in the category is not read, then you need to make it read. It is not necessary to publish so-called footcloths, but to make the content structured, attractive and useful.
And we are doing this kind of work with all the categories that need to be promoted. Of course, it is better to make all categories as appropriate, although this is costly.
This concludes the example of semantic audit and full SEO-audit, we will hope that the series of articles will be useful to you.