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Internal Optimization For Successful Site’s Promotion in Search Engines. Part 1

Internal Optimization For Successful Site’s Promotion in Search Engines. Part 1

In this article we are going to talk about how important to make a comprehensive internal site optimization and what to do in order to ensure the successful promotion of web-sites in search engines. Optimization which is made in compliance with all the requirements of search engine will be the guarantor of a good site visibility in search results and, consequently, of the steady stream of visitors.

This article is intended primarily for people who already do or just plan to take up creating and promoting a site on the Internet, but they don’t know where to start and how to make everything right. I’ll tell you about the most basic steps you need to make at the beginning.

Although I have tried to formulate everything as short as possible, all the same the materials turned out to be quite voluminous. That’s why I’m going to publish it in several parts and it’s the first one.


Internal optimization has always been quite important for the successful website promotion.
But, at various times the extent of its influence and techniques that were used to reach it were changing.

Nearly 8-10 years ago the main task of SEO- optimizers was a necessity to saturate the pages with keywords in the right places and that was often enough for reaching the main goals.

And since 2006 an era of the links’ kingdom has come, when optimizers encountered various links purchase exchanges, starting with CLX (some of you might remember this name) and ending with Sape. It was the Sape that produced a real revolution in technology advancement. The deciding factor for getting the site in the top (first page) of search results has become the link budget: the more – the better. Site’s optimization, of course, at that time also played a role, but less significant than it should.

Reference boom has created a real headache for the search engines as well as the degree of manipulation of search results surpassed all imaginable limits and sites which were far from excellence began taking the top places of search results. In other words, the search quality has deteriorated, and in fact this is the main product of search engines.

So, if you are interested in improving your site’s promotion, you should certainly keep on reading up to the end!

The main elements of the internal website optimization

Today, internal optimization is a combination of well-executed:

• keywords
• site’s structure and structure of links
• texts
• technological foundation
• HTML-code
• meta-page descriptions

And if you work hard on all of these elements, as a result you’ll build a site that will be equally useful for the primary audience and for the search engine. Below we’ll take a closer look at each of them.

Choosing keywords

Any site promotion starts with the selection of key phrases. Make a list for yourself and continue to use it when designing the site structure and creating the texts.

Site’s Structure

The first thing you should start with when creating a site is the design of its structure. Usually there are the following basic structural components:

• sections of general information
• catalogue of services / products
• help and support sections

Sections of general information

You can find sections of general information almost on any site, for example: About Us, News, Shipping, Contacts, Comments, Portfolio, Support and so on. That is, there one can find some important things about the company. The impact of such sections on search engine optimization is not great, but they must be there obligatory, the fact that they present will allow search engines to identify your company more precisely and allow the visitors who are interested to get the primary information about your website.

Catalogue of products / services

Catalogue of products / services is the main part of the site both, for your potential customers and for promotion, because it is the place where the main array of keywords, which you picked up earlier, will be applied and maintained to promote your site.

The ideal case is when the sections of the catalogue are placed in a separate block of the site’s menu hierarchy and are already contain links to the main topics at the top level, it means that they are accessible from any page on the site, including the main page. It is important for the headings of the sections to contain keywords that describe your business, rather than being too generalized (Services, Products, etc.).

Special pages for quick information access

It would be very nice and very helpful for your users if you’ll organize a special page with a quick selection of goods and ready-made solutions. Headers of these pages may also contain popular among users of search engines key phrases.

Reference sections

While being not strictly business, reference sections can, nevertheless, attract significant traffic, which ultimately will improve the behavioral factors. These sections may include a variety of data on State Standards, terms, statements of law, country information (for travel agencies), and more.

Key search – page of the site

Also, you should think by which key phrases pages from your structure will be promoted. Make a list of “inquiry – page” – it will make the planning of your site a lot easier. Ideally abide by the principle of “one request – one page.” This principle is not always working on practice, but still you should strive to avoid promoting a single page on the ten keywords with different services. The best realization is when each service or product will have its own separate page. Strive to follow this principle even when you’re accustomed to using a single price list for all products and intend to place it in a single page. In this case, create a page with a single list, but be sure to arrange links to the separate pages for each position of your price list.

Intermediate total

To sum up, we can define the basic requirements for building the site structure, plus give a few important guidelines:

• The structure must be linear, precise and understandable to the visitor
• Every page should be reachable from the main in 2-3 clicks, a deeper level is acceptable, but they can promote only completely low-frequency phrases
• Menu items should be made in tag lists LI and be in the form of texts
• Using the principle of “one key word – one page” and “a service / product – one page.”

Text on the website

Textual content of the site is one of the most important components of the whole optimization. If the search engine will not find the keyword that user requested on the page you promote, the page will not get into the search results. So, if you intend to promote any page on any keyword, make sure that you have added this keyword to the text of the site (not only to the title section).

Text sizes, at the moment, do not have overriding importance. Articles from 500 characters are quite suitable. Much more important requirement is the uniqueness of the content. If you use the text from popular sources, which, moreover, was used by your competitor, it is a direct path to nowhere, because today search engines learned to identify duplicates and sources of text content quite correctly. Accordingly, if your pages are found to be duplicates, then with the the key phrases used in the promotion of these pages, your site will not be shown in the search results, or will occupy the lowest positions.

So try to pay as much attention to writing unique text. In this case you shouldn’t save your money, if you can’t get the job done or you don’t have employees to do this for you then try to get copywriters involved in this work.

Try to use the following guidelines when writing:

• write about what is really necessary and interesting to people don’t “pour” the water
• in your texts use subheadings and lists, which contain the keywords
• provide text links to other pages of your site, both, promoted and not promoted
• do the text layout in a way that it would be readable. Simple measures that might help you: limit the amount of text in one paragraph, make indents between the paragraphs, add some images, headings and lists to the text.

The rules described above were worked out and tested on sites produced by web-canape technology. A great thanks to our partner Andrei Zaitsev (icom-promo) who helped to gather, formulate and implement these rules.


The head of Twins web development department (

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