Yandex is becoming more demanding in terms of website content. The position of the site in the search results depends on whether you comply with the conditions of the search engine, and, therefore, whether the target audience will see you. The SEO department of MediaNation tells how they managed to raise the client’s site to the Yandex TOP in a week and increase the traffic flow several times.
Background
In August 2019, MediaNation contacted a client – the clinic of cosmetology and laser medicine Cleo Line with the task of increasing search traffic to the cleoline.ru website.
In the process, we were faced with the fact that the growth of traffic in Yandex is very difficult. We conducted an audit of the site and identified a number of problems.
The main technical errors affecting the indexing of the site were corrected, important commercial factors were introduced, the site structure, internal linking, meta tags for the main priority areas, etc. were corrected.
All this made it possible to ensure a significant increase in traffic in six months (from 438 to 1414 clicks per week) and more than 2.5 times to increase traffic from Yandex (from 280 to 715 clicks per week).
New challenge
However, after a while, we encountered a new problem. From the beginning of December 2020, a sharp increase in traffic to Google began, while traffic in Yandex remained at the same level. The client gave us a task to increase traffic in Yandex.
We hypothesized that this problem is related to the texts on the service pages, since Yandex is very picky about the text content of the pages.
Previously, we conducted a comparative analysis of texts on service pages with competitors and found that our client had much less text, and many texts were less informative. In this regard, we issued monthly technical specifications for correcting and writing new texts for service pages. However, this task was complicated by the fact that it was not possible to write a large number of voluminous medical texts in a short time.
What have we done
We have uploaded the full list of service pages and massively checked the texts for over-optimization by keywords. In the course of the analysis, it was revealed that a number of texts were over-optimized, and unnecessary and obviously spam occurrences of key phrases were removed.
Spammy occurrences of key phrases – excessive and unnatural use of key phrases in the text in order to affect the ranking of the site in the search engines. The use of such techniques creates inconvenience for users. At the moment, search engines have a negative attitude to the abuse of key phrases in the text and can impose sanctions on the site in the form of lower positions in the search results.
Also, during the analysis, it was found that on many service pages in the texts, a large number of phrases were highlighted in bold to attract attention. These were both phrases containing key words and general information, terms, names of devices and drugs, etc.
We decided not to put off solving this problem indefinitely and on the same day got rid of spam phrases and removed the bold highlighting from all service pages where such styles were found.
It was:
Became:
Work result
Just a few days after the completion of these works, Yandex traffic more than tripled from 79 to 277 clicks per day.
Output
Yandex evaluates the text content of pages very demandingly. To promote a website in Yandex, it is necessary to pay great attention to texts: competently work out the structure of the texts, prevent over-optimization or over-spam, and most importantly, make sure that the texts are useful and answer users’ questions.