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Rules for the text design of site pages

Number of site pages


The general rule is that the more, the better. Increasing the number of web pages improves the visibility of the site in search engines.

In addition, the gradual addition of new information materials on the resource is perceived by search engine robots as its development, which gives additional advantages when ranking.

Thus, try to periodically (every 15 days) publish any information on the website- news, articles, press releases, useful tips.


Home page


Optimize the main web page for the most important keywords. It has the maximum chance of getting into the TOP 10 search results. It usually accounts for up to 40% of the total traffic.


The amount of text on the page


Search engines most highly evaluate sites rich in information content. Therefore, we should strive to increase the text content of the resource.

Pages containing text with a volume of 6.000 characters, excluding spaces, should be considered optimal.

A web page with two or three paragraphs (less than 1.500 characters) placed has no chance of getting even into the TOP 100.

In addition, a large amount of text information on a web page increases its visibility in search engines due to rarely encountered phrases, which contributes to an additional influx of visitors to the site.


Number of keywords per page


Keywords must occur at least 5 times in the text of the page. The upper limit of their number depends on the total volume of the text – the larger the document, the more repetitions of important phrases can be made in it.

The situation with phrases corresponding to search queries should be considered separately. The best results are observed if the phrase (the user's query during the search) occurs several times in the text exactly as a phrase (as a group of words in the right order). In addition, individual words from these phrases should appear in the article several times individually. There should also be some difference (unbalance) between the numbers of occurrences of each of the words that make up the phrase.

Let's consider this situation in the following example. Let's say we optimize a web page for the phrase "website creation". This idiom occurs 4 times in the text, the word "creation" comes across 5 times separately, and "website" - 8 times. The figures are conditional, but they demonstrate the general idea well.


Keyword density


The density of words on a page shows the relative frequency of their content in the text and is measured as a percentage. For example, if a specific word is mentioned 5 times in a 100-word document, then its density is 5%. Too low frequency of important phrases (less than 1%) leads to the fact that search engine robots do not attach proper importance to them. An excessively high density of keywords (more than 8%) can lead to the use of a filter by the search engine - this page will be forcibly lowered in the search results, due to excessive use of a certain phrase (this is called over-optimization).

The optimal frequency of keywords on a web page is considered to be 2-3%. In the case of phrases consisting of several words, you should calculate their total density that make up the phrase and make sure that it also fits within the specified limits.

Practice shows that the frequency of more than 4%, although it does not lead to any negative consequences and is not a violation, but it does not make much sense either.


One web page – one keyword


Try to optimize each page for a specific important phrase. Sometimes you can choose 4 related phrases, but you should not seo-optimize one page for 10 idioms at once. Most likely, the result will be zero.


The location of keywords on the page


The closer to the beginning of the document a specific phrase is placed, the more weight it acquires in the eyes of search engines.


Stylistic design of the text


Search engine robots attach special importance to the text highlighted on the web page.

The recommendations are as follows:

use the promoted phrases in the headings and subheadings;

highlight the keywords in bold (not throughout the document, of course, but it will not hurt to do it 2 times).


Page name (Title tag)


A tag is an element of the hypertext markup language (for example, Html, Xml).

Title is one of the most important tags that search engines attach special importance to. It is mandatory to use the promoted keyword in this tag.

In addition, the link to the resource in the search results will contain the text from the Title tag, so this is, in some way, a business card of the site.

It is through this link that users go to the site, therefore the page name should not only contain a significant keyword, but also be capacious, informative, attractive, and memorable.

As a rule, 50 characters from the Title are displayed in the output results, so the name of the web-page should be limited to this long one.


Page Description


The Description meta-tag is used to describe a web page. This tag does not affect its ranking in any way, but, nevertheless, it is very important. Search engines display information from this tag in the search results if the "description" is present in the SEO settings and its content is relevant to the page text.

A high place in the search results always provides a large number of visitors. If the descriptions of competitors resources are more attractive than the description of your site, then users will choose competitors projects.

Therefore, the correct filling of the Description meta-tag is of great importance. The description should be short, informative and understandable, contain the keywords present on this page, and its length should not exceed 155 characters.


Headings and subheadings (H1-H6 tags)


The texts published on the site should be divided into sections with a title and subheadings, which should be marked with H1-H6 tags. These are special attributes (they are written in the html code). This is a very important moment!


The name of the images (Alt-tag)


Any image published on the site has a special attribute "alternative text", which is set by the Alt tag.

Search engines remember the value of the Alt tag when indexing web-pages.

At the same time, Google takes into account the Alt-tag only of those images that are links to internal sections of the website, the rest are ignored.

Therefore, it is preferable to use keywords in the names of the placed images, although it does not matter in principle.


Graphic title of the site


Almost always, the site design uses a graphic header (header), that is, a picture that covers the entire width of the window, containing: logo, company name, phone number, address, and other information.

This is not the best option! The upper part of the page is a very valuable place where you can place the most important key phrases. In the case of a graphic image, this place is wasted.

As a rule, the site title contains textual information, but for the purpose of visual attractiveness, it is performed in the form of an image, respectively, the depicted text is not indexed by search engines.

It is best to use a combined option – a graphic logo is present at the top of the web page, but it does not take up its entire width. The remaining part contains the text header of the site with the most important keywords.


Graphical navigation menu


The situation is similar – internal links on the site should also contain keywords, which gives additional advantages when ranking it. If the navigation menu is represented by graphic images, then duplicate it also in the form of text (for example, in the lower part), and for images fill in the "name" fields (Alt tag) with the text corresponding to the menu items.


Text navigation menu


Use keywords in the names of menu items, this will significantly increase the site's rating. However, if there are many items in the menu (more than 20), then it is necessary to hide some of them or organize submenus. The names of the items should be short (for example: services, cost and reviews).


Subdirectories in the menu


If an internet project has a moderate number of web pages (up to 20), it is better that they are all located in the root directory of the site (that is, avoid subdirectories). The shorter the path to the pages, the better. Search engines consider them more important, and they are easier to promote.


Hidden text


This refers rather not to an error, but to the deliberate deception of search engine robots.

Using hidden text (the font color matches the background color-black on black or white on white) allows you to "pump up" the page with the necessary phrases corresponding to search queries, without violating its logic and design. This text is invisible to visitors, but it is perfectly readable by search engine robots.

The use of such prohibited methods of site optimization can lead to a "ban" (the use of a special filter), that is, the forced exclusion of the resource or its individual web pages from the index (database). It will be very difficult to get out of the action of this filter, and it will take a lot of time!

Rules for the text design of site pages