What prevents you from getting traffic for free?

Often, users of our service, solving the problem of increasing conversion , forget about the main thing. To convert visitors to customers, you first need to attract them. Therefore, we are opening a series of posts on high-quality leads. Let's start with shareware - with search promotion.

Search traffic is still the most cost-effective sales channel for many sites. If you plan to use it for a new project, check out the recommendations of the promotion experts. We learned from them the most significant errors, because of which a young project risks falling into disgrace to users and search engines.

Aleksey Puchkov
Head of Setup.ru
Aleksey points out the following mistakes by newcomers:
  • Pages are not sharpened by keywords: they forget to insert keys into the title, headers and text.
  • The promotion is focused on high-frequency queries, although for young sites you need to work out the semantic core and start with low frequencies.
  • Many keys were selected for which the main page was assigned the target (landing). It is not right. The page optimally advances according to 1-2 requests, no more.

Dmitry Shakhov
Director of
Remarka group of companies remarka.info
Dmitry succinctly pointed out the following facts to us:
  • The most common mistake the site owner makes is the poor landing page structure.
  • The most common mistake of the developer is the hard packaging of site elements. This makes it difficult to quickly change the structure and modify the resource with "little blood."
  • The third most common mistake is the reluctance to change anything on the site. After all, "he has been tormented for too long, and we do not have the strength, time, money, or the desire to change something."

Alexey Panshin
General Director of Panshin Group
Alexei succinctly noted the most common mistakes:
  • Imperfection of the layout of the site: invalid, out of date, lack of technical “goodies” (breadcrumbs, micro-layouts, etc.).
  • Inconsideration of sites: errors in logic when building a structure, lack of usability, selling elements, etc.
  • Lack or poor quality of content.

Expert analysis of sites Siteclinic
The most common mistakes in promoting new sites:
  • Incorrect distribution of requests across pages.
  • Hurry with the purchase of links.
  • Technical errors.

Mikhail Tuknov
Founder of the Internet marketing agency Infatex.com
Michael commented on the main mistakes in promoting:
  • Website owners expect SEO instant results. Search engines take into account the history of the resource, but it is not yet. You need to start marketing with PPC. After 2-3 months, search engines begin to consider behavioral factors. We recommend installing Google Analytics and Yandex Metric.
  • The hunt for quick links. Many site owners are impatient and want to quickly get rewards for their work, return and increase funds. They are trying to get as many links as possible. They don’t care that the links may not be high quality. In addition, the link growth rate is taken into account by search engine algorithms. You can not chase the quantity. Links must be of high quality. Everything should be done gradually and naturally, without causing suspicion on the part of search engines. Link quality is measured by how often it comes to your site.
  • Many project owners and webmasters do not see the whole picture. They create a site, focusing on search engines, not realizing that this is only a tool (intermediary) between the site and the user (potential buyer). The optimization of the resource and the use of dark promotion methods does not carry anything of value for the interests and convenience of the user on the site. At the same time, the owners of the resource forget to add useful articles, videos, auxiliary elements. But it is the content that allows the user to obtain the necessary information. And here, too, there is a mistake. There is a saving on content: it is being copied from other sites and do not think about why search engines should rank a new resource higher than the one from which they just borrowed content. SEO is a complex and time-consuming job. There are no quick tricks. This is real marketing, these are not toys.

Dmitry Udimov
CEO of Topvisor
Dmitry draws attention to the lack of proper analysis and control of such parameters:
  • The dynamics of positions and traffic.
  • Outgoing links and site changes.
  • The uniqueness of the texts.
  • Server errors.

Ilya Rusakov
Owner of the Internet advertising studio Im-pulse.pro
The author of the blog seoinsoul.ru
Ilya indicated the following basic errors:
  • Work only on external factors. Now you can’t make the site somehow and pull it out with links, as it was previously practiced. It is necessary to work on internal optimization, which gives good results without external factors.
  • Creation of an information page on commercial requests. According to old memory, for most query groups, people create landing pages in the form of an article of 2-3 thousand characters. At the same time, they do not pay attention to commercial factors, but in vain. Often, for some queries, it’s enough to specify a list, prices and all. Put yourself in the user's place. Imagine what you would like to see on the page, and also analyze the resources of competitors from the TOP.
  • The age of the new site is a deterrent to promotion. But it is not taken into account, starting to aggressively promote the resource in anticipation of a quick effect.

Kirill Lakimanov
The author of the popular SEO blog www.lucky-seo.com
Kirill pointed out the main errors of the optimizers:
  • Quick and aggressive purchase of links to a young site.
  • Lack of structure and a full number of landing pages.
  • Arrogance and hope only for “verified” schemes for calculating access to the TOP. That is, we checked the TOP-10, analyzed the text parameters, title, the number of external links from competitors ... We did everything in exactly the same way or even better, but there is no TOP. Modern SEO is increasingly moving away from the "language of numbers": you must first focus on the user. At the same time, one should not forget about social networks and attracting traffic from thematic resources.

Webmasters are also mistaken:
  • They think their site is the best, so they don’t want to change anything and follow the optimizer’s advice.
  • They miss technical points: they forget to set up robots.txt, check duplicates of the site, the main and internal pages, do not indicate the main mirror.
  • They “overload” the site with “fashionable” attributes: call buttons, online consultants, a bunch of social buttons in unnecessary places.

Georgy Ivanov
The author of the popular SEO blog zenpr.ru
Georgy noted three fundamental errors:
  • Belief in% seoguruname% as in your savior. SEO for webmasters has become a belief system. Plus they still procrastinate “rotten old” many years ago.
  • Overloading the brain with information. There are webmasters who read garbage on blogs and forums for years. It does not give benefits, only harm. They complicate everything themselves, and then they are afraid to work. Hence the results ...
  • Rarely does anyone really work with keywords correctly. Search for “bold” keywords is 90% of the site’s success.

Sergey Shelvin
The author of the popular SEO blog shelvin.ru
Sergey points out the following promotion errors:
  • The created resource completely repeats an existing site without any innovations and differences. In the case of content, we need not only its uniqueness in terms of “anti-plagiarism”, but also originality in meaning.
  • Lack of stability in the performance and updating of the site. For example, hosting is constantly falling, and the materials are published or not.
  • No social promotion is used. Sometimes they even forget to put buttons on VKontakte and Twitter so that people can easily share their favorite content.

Rashad Bakirov
Development Manager
megamind.ru rashad.su
Main errors:
  • Not thought out site structure. Pages are created in a chaotic manner with the hope of being corrected in the future. And such changes cause problems with redirects and new urls.
  • When designing a site do not take into account the requirements of search engines. Therefore, you often have to create “crutches”.
  • They focus too much on the promotion, which “should” replace the problems with the lack of quality content and service. If you don’t have them, then there’s nothing to promote.

Igor @altblog
Author of the popular SEO blog altblog.ru Promotional
  • Initially low quality articles. Cheap articles are used on the principle that "there will be nobody to read them, and when there will be many visitors, then we will publish high-quality texts." The same applies to design. Therefore, you must immediately do everything in high quality.
  • Incorrect selection of the semantic core. The emphasis is on the most popular queries, on which it is difficult for a new site to take a leading position.
  • Inadequate advertising budget.

Igor Bromot
Author of the popular SEO blog www.2millionera.com
The most important thing that hinders the promotion of new sites is the lack of quality content or re-optimization:
  • Lack of quality content - the web studio makes the design, and the customer, mentally counting millions from sales, hurries to fill the online store with photos of goods. They are taken from other sites, without descriptions, "sculpt" the price and wait for when they begin to buy. A week / month / six months pass and the site owner somehow understands that just the fact of the presence of an online store on the network is not enough for potential buyers to know about it. This is where the search for the optimizer begins ...
  • Re-optimization is also a common problem. To get a <turnkey cheaper site> is the dream of any inexperienced user. Often, this approach translates into a somewhat strained design and texts such as: <Somehow an SEO specialist enters a bar, restaurant, buy alcoholic beverages, clubs, the best bars in Moscow, order a banquet in a restaurant>. This has to be redone. And often it costs money, for which the client could make another site. But the most valuable resource that is lost is time. That it allows you to get an advantage over competitors ...
  • Level of qualification and integrity of SEO-specialists. Sadly, many are still in 2005. I’m still observing how some <spets> strictly require writing anchors to links like <buy water towers Moscow>. As for the integrity of SEO-specialists, somehow I found out that SEO-studio sells links on customer sites. Yes, it was. When I pointed out this to them - the “specialists”, to put it mildly, hesitated :).

Sergey Sosnovsky
Author of the popular SEO blog
Sergey pointed out the following errors:
  • The emphasis is on external promotion, and not on internal optimization. Some website owners are looking for a panacea for buying links, wrapping up behavioral factors, social signals. But for a young project, competent internal optimization is more important.
  • All at once. Here is the reoptimization. Frequent use of keywords on the page, highlighting in bold (strong), spammy constructions in the title tag and subheadings. Overly desiring to help the resource, it is easy to go too far in optimizing the site.
  • The use of various runs, registrations in catalogs and so on. If manual registration in a couple of dozens of high-quality catalogs still makes some sense, then it’s better not to put this stream on stream.

Sergey Koksharov
The author of the most popular devaka.ru SEO blog
The most common mistakes in promoting new sites:
  • The release of the unfinished version of the site, when they didn’t really carry out tests, when a bunch of broken links “crawl out” and a lot of duplicates multiply. The thought that we will start first, and then we will figure out what to leave, what to delete, what to redo or optimize, leads to a big loss of time and resources.
  • Any types of cheating (links, texts or clicks). The whiter the site and its promotion methods in the first months, the more likely it will be to have a good perspective. Search engines do not like sudden changes in signals or the lack of correlation between different signals.
  • Lack of a common website development strategy. Many popular resources reach the traffic ceiling only because they no longer know what else to implement ... If a young site does not have a development plan (filling, improving, optimizing), then its ceiling will come at an early stage.

Given the importance of the texts for the site, we compiled a minimum checklist to determine their quality

. First of all, the article should have a complete response to the user's request. If you delete a paragraph, but the essence of the text does not change from this, then you need to throw it away. Squeeze the "water". If the article “how to make a roof with your own hands” does not allow the user to realize this, then the value of such a “material” is not high.

In addition to the usefulness of the text, which the user needs first of all, there is also the ease of perception of the material. How to provide it? In order not to err in the quality of the texts, check them against these requirements:
  1. Two adjacent sentences should not have duplicate words. The so-called lexical repetitions. This is not to mention one sentence! A simple example. If the text is about “promotion”, this does not mean that the word “promotion” should be in every sentence. When it occasionally skips or is necessary in meaning - this is permissible. But it’s impossible to do this all the time. Hence the notorious "nausea."
  2. We avoid the words "practically," "very," "enough," "your, your own, your own." The word "may" also try not to use. After all, it may or may not be. Only specifics and facts!
  3. We avoid tongue-tied tongue and passive voice. It can’t be “a structure made, but the floor repaired”, only “people will make a structure or repair the ceiling”. Yes, only specialists will bring the site to the TOP of search engines :)

The list of requirements and rules is easy to arrange on several pages: about weeds in the text, competent structuring, short sentences and paragraphs, subheadings and bulleted lists ... But this is a topic for a separate publication.


In order to get high-quality free traffic from search engines, you cannot make mistakes that experts point out. You must initially create high-quality sites with good content, design, usability and the right semantic core. You can not put it off for later. But first of all think about users, not about search engines. This is the key to stable organic traffic and a direct increase in site conversion.

And what were the mistakes in your practice that prevented you from getting search traffic?

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