What do search engines want, or Comparison of site requirements in the manuals for webmasters "Yandex" and Google

Many entrepreneurs trust the promotion of websites to external contractors: Internet marketing agencies, SEO-studios, SEO freelancers. Resource owners are not always able to evaluate the professionalism of partners before the start of cooperation. They do not know if the methods of promotion offered by SEOs and marketers are correct. Therefore, businessmen are forced to trust contractors and evaluate them on the basis of work results, on whose expectations it takes a lot of time.

In this article you will find a brief description and comparison of the most important requirements of search engines for web resources. With their help, you can quickly assess the compliance of the methods of promotion with the recommendations of Yandex and Google.

Search engines recommend creating quality sites.

Runet users make almost 90% of searches using Yandex and Google. These search engines recommend webmasters to create high-quality websites for people. What is a quality site in terms of search engines? Platon Schukin and other search engine representatives rate resources based on the same criteria that your customers and you use. First, the site must meet the needs of the user. Secondly, it must comply with the technical requirements.

To assess user satisfaction, Yandex and Google use the concept of a quality website.

According to the recommendations of the largest search engine "Yandex", a quality site is considered to be created for users, not for search engines. The resource must provide visitors with valuable content or service. Yandex considers good design and usability to be important signs of high quality resources.

The largest Russian search engine believes that on a good website there is no place for unnatural links, behavioral cheating, saturation of texts with key phrases.

In turn, Google also recommends creating websites for users, not for search engines. According to the world's largest search engine, a quality resource should be unique and useful to an audience. High-quality site owners must combat user spam and malicious content.

The largest search engine in the world does not welcome the deception of users and search engines. Google does not like reference schemes, negatively relates to automatically generated text, excessive use of keywords.

Google pays special attention to protecting users from the actions of intruders. Therefore, the world's largest search engine punishes sites that have dangerous content. Google also uses sanctions if it suspects a phishing site.

General views on quality

Yandex and Google are almost equally related to social signals and natural incoming links. It is believed that the “I like” tags and links from social networks have a positive effect on SEO. However, this is an ambiguous question. According to the STC study, likes and shareings on Facebook do not affect the issue. And just recently, Google honorable spam fighter Matt Cutts officially confirmed the findings of this study. But natural social signals are definitely a positive factor in terms of site marketing. Therefore, consider them useful in terms of SEO.

Regarding natural inbound links, Google considers them when ranking resources. "Yandex" is also considered with them, but promises to change the situation. However, even if the links do not affect the ranking, they will still remain the source of target transitions. Therefore, consider them positive factors. Do not forget, we are talking about natural links.

Do not be afraid of technical SEO

Technical SEO is so scary for some site owners that they prefer to completely give this aspect of the promotion to the optimizers. Indeed, the terms "metadata", "valid code", "robots.txt file" and others sound unusual for people not related to search engine optimization. And some scholars faint at all when they hear about redirects and canonical URLs.

Do not be afraid of incomprehensible terms. Referring to the recommendations of "Yandex" and Google, you will get an idea of ​​the technical requirements of search engines.

"Yandex" believes that sites should answer user questions. The most popular search engine Runet recommends using word-picking tools to understand the needs of the audience. "Yandex" recommends correct formatting of the text to ensure its readability. The search engine encourages the creation of site maps and the correct use of robots.txt files. According to Yandex, the site should have a clear hierarchy and easy navigation.

Google recommends careful use of elements that may prevent the site from being indexed. These include session IDs, javascript, flash, frames. The world's largest search engine welcomes the use of the If-Modified-Since header, which announces a change to a previously indexed page. Google Robots have a better life if they have a map and a robots.txt file. The search engine welcomes cross-browser compatibility, high speed of loading pages, adaptation for mobile traffic.

In general, Yandex and Google impose similar technical requirements on sites. Leaders of the search market of the Runet are equally positive about such factors:

  • Site metadata. Search engines pay attention to metadata when ranking pages. These include title, description, keywords, URL, robots.
  • Optimization of graphic content. By optimizing photos and other graphical content, you help search engines index it, and users find it.
  • Video content optimization. This factor has a positive effect on the results of the resource in the issue.
  • Using redirects 301. Search engines welcome the use of this tool.
  • Canonical url This tool allows you to deal with duplicate content.
  • Micromarking and extended snippets. Users and search engines appreciate this factor.
  • Authorship. Google takes into account the authorship and in the future promises to increase its role in ranking sites. "Yandex" also states that it takes into account authorship.
  • HTML validity. Valid code increases the speed of loading pages and facilitates their indexing by search robots.

Correct technical errors

Search engines warn owners of resources against actions that violate the correctness of the work of search robots, distort the results of the issue and worsen the user experience. In particular, Yandex considers navigation through JavaScript or Flash unacceptable, and also does not welcome the use of the tag.