Let's review basic internal ranking factors that are worth paying attention to when optimizing sites in 2025 for Google (for Yandex, too, will not be superfluous). Some of the factors presented below have more influence on the ranking of the site, others less.
Let me just make a quick note 5 main factors, that you should definitely implement on your site, which will bring a significant «plus» to the reputation of your site.
That's it, you don't have to read any further, the other factors affect much less on the reputation of the site. I'm kidding, of course! The following is a list of internal site optimization work, current for 2025. I believe that these works will allow you to raise any site to a significant level higher and get more visibility on search queries.
Okay, here we go.
If possible, write the Title tag starting with the main keyword query (that would read normally). This is considered one of the most important factors on the pages of the site. This tag allows search engines to understand what the main topic of the page is.
Additionally, the plugin will help you with Title and Description tag settings Yoast SEO for the WordPress engine.
Be sure to check that your website theme outputs the first, main header in the tag <h1></h1>. It should be on the page in a single copy.
Also, be sure to use your main keyword query in the first title. But the first title should not be a duplicate of the Title content.
The presence of a page's main keyword query in the URL is also a ranking factor (albeit a minor one). But do not put long queries in the URL, it can only hurt. And certainly the URL should not consist of an incomprehensible set of characters. It is necessary to form CNC (human-like URLs), by default in English letters (use transliteration plugins, eg. Cyr-to-Lat).
The shorter and clearer the URL structure of your site, the better it is for search engines. It makes your page clearer to search engines and allows for faster browsing of the sitemap. It will also make it easier for users to remember the page address.
Description is a page description tag intended for search engine crawlers. It should briefly describe the content of the page.
It is important to organize your website page in such a way that the user can easily and quickly navigate through your content and can easily find the answer to their query.
Making it easy to get the information you are looking for is one of the main aspects of SEO.
Search engines strive to show users content without duplication. Why would a search engine show multiple pages of a site or multiple sites that have the same content.
Therefore, when creating content, it is important to strive not only to make a page that is as good as a competitor's page, but also to surpass it, to add something new and unique.
Keeping track of your content reading level - what does that mean? - Google once labeled content as Basic, Intermediate, Advanced. In fact, it was an assessment of the style and complexity of the written text. Now Google does not show this feature, but we should assume that it is one of the ranking factors.
For most sites it is recommended to write simpler texts, this ensures that the content will be available to the maximum number of people. But it all depends on the topic of your site. For example, a scientific site can have a more complex structure of text writing, which will not harm it at all.
What to focus on when writing content in the moment? - all you need to do is use the plug-in Yoast SEO or Rank Math, which provide quite a lot of information about your text as it is being written. Follow the advice of the plugins.
It is believed that the earlier your main keyword query appears in the content, the faster search engines will be able to determine the essence of the content. This rule should be followed on all pages of your website.
From the above, we can conclude that it is important to consider finding the main keyword query:
Don't forget about it, make sure to check it when publishing content.
Your page content should have a proper and logical header structure. That is, you need to follow the correct placement of headings in the hierarchy:
This will allow search engines to properly understand the essence of the content and users to navigate through the text more easily.
LSI (latent semantic indexing) keywords are words related to targeted keyword queries. Search engines use them to better understand the content.
For example, for the query «lock», these can be related words of two kinds:
The word is one word, but related words are completely different, helping to understand the essence of the query and pick up relevant sites in the rendition.
Also LSI words can increase page traffic at the expense of other related keywords.
For the ru market, such requests can be viewed via https://wordstat.yandex.ru/ under the «Related» tab.
It's not uncommon to have pages that rank for a major keyword query, but whose content doesn't even contain that query. This happens with topics that are closely related to each other or have different spellings but the same meaning.
Example:
For all queries the user is looking for the same product, so sites will be ranked by synonyms as well.
Whatever product or service you're promoting, people may search for it in a search engine, specifying the spelling of the query in completely different variations. Your task is to collect all possible keywords on the topic and use them (if possible) in the form and in the order of words, as they were used by users in the search. But you should not make it absurd with phrases like
To avoid such «non-human» phrases, use punctuation marks, divide such queries into different components, use similar combinations of keywords with increased density in the text segment.
In general, there is not some ideal content size for search engines. For each topic, for each query, it can be completely different.
When I worked in website promotion companies, there (for some reason) the standard was that the text should be an average of 2500 characters, no matter what the topic. More or less written text is very rare. The companies are famous.
So, as a starting point, I recommend focusing on the size of your competitors' content. Do about the same amount, and even more.
But this does not mean that it will be enough to write 3 times as much text as your competitors. It is more important that this text be on topic, without «water», readable, structured and responsive to user requests.
Your website content should not be superficial. If you're writing instructions on how to change a tire on a car, it shouldn't look like:
Make the content in such a way that it immediately answers all possible questions that may arise when reading it. Make the content «deeper» and more detailed.
The more and more detailed the information, the more valuable it will be to search engines.
Google shows the date when pages were last updated in search results, which can help with increasing your site's clickability in the search results. Also, up-to-date information is more valued and favored over content that hasn't been updated in a while.
Spelling, grammar, and font type carry weight. And if small errors and misspellings typos will not negatively affect the page ranking, while illegible and meaningless content will have a significantly negative impact.
Use different types of content: images, videos, graphics. They help increase users' time on the site, reduce bounce rates, increase the number of reposts on social networks, increase the value of your content and attract backlinks.
This alt tag helps search engines interpret images. Now search engines know how to read graphic information from images and understand what they depict, but not with 100% accuracy. So you need to help them with this by specifying the alt tag.
EXIF - metadata embedded in the image file that contains information about the photo. Often when using plug-ins and image optimization services - this metadata is removed.
But, this point should be considered on those sites that can receive potential traffic on images. If you have a site with a suitable theme, you need to check the availability of EXIF data and in their absence - fill in the latter.
Image metadata provides search engines with additional information that can increase your image's ranking and visibility in search.
Nowadays it is quite difficult to imagine the existence of a site without adaptability to mobile devices, but careful... Therefore, do not forget to check the fast and convenient display of the site on any device.
You can check the adaptability of the site here: https://search.google.com/test/mobile-friendly
Google recommends using adaptive design. Adaptive design is now implemented in almost all modern templates. The easiest and without cost is to take some standard WordPress themes, you can even leave those that are installed with the cms by default.
Here, of course, depends more on what kind of site you plan to make. For a branded site for gambling is enough default template. For more complex sites it makes sense to look for a suitable template for your idea.
You can buy a good template here: https://themeforest.net/ (search for the topic by tag Responsive - adaptive).
Page load speed is of great importance to search engines. Google has been using site load speed as a ranking factor since 2010.
Check page load speed you can do it for free:
If you do not understand at all how you can speed up the loading of the site with your own hands, then you can ask for help, for example, on the exchange kwork.ru (on average, the service will cost about 1000 rubles).
If you get it, here you go. 4 basic ways to increase the loading speed of your website for free:
Sites that use HTTPS encryption are given higher priority than sites with legacy HTTP. Therefore, the first thing to do when developing a website is to create an SSL certificate for the domain.
E.E.A.T (Experience.Expertise.Authoritativeness.Trustworthiness) - A set of criteria for evaluating the quality, credibility and trustworthiness of your content.
E.E.A.T translates into Russian as «Experience, Expertise, Authority, Trust».
E.E.A.T is part of Google's guidelines for evaluating search quality.
There are a few basic items that wouldn't be hard to add to any website, but they will help improve E.E.A.T signals, here they are:
It's important to work through every opportunity to increase your site's clickability (that's CTR) in search engine rankings.
How can you increase the CTR of a website in the rendition? (I'm talking primarily about Google's English-language output):
Creatives with emoji ʕ⊙ᴥ⊙ʔ greatly increase attention to your snippet.
CTR can be increased by 5-7%.
Where to get emoji for a website?
Schema micro markup is code that helps search engines better understand your content. It's an important thing to implement on your sites, for at least one simple reason. your site will be better displayed in search engine results, will stand out and attract more traffic.
It is because of Schema implementation that you can find sites that display images, rating (asterisks), additional links, and a block of questions with answers in the search engine.
First of all, you need to check if you have micro markup on your site and if it works correctly. To do this, you can use these services:
With the help of plugins, of course:
A couple of interesting articles about micro-pagination:
A few recommended micropatterns to implement on your own site:
Ranking based on user ratings («stars») under the snippet of your site in the Google rendition. To implement on WordPress - you can use this plugin:
https://ru.wordpress.org/plugins/wp-postratings/
The micro markup rating should be implemented in such a way that users can rate themselves. You should not automatically set page rankings (and no auto-tweaking), since 2014 Google has a filter for micro markup tweaking. You can get either disable micro markup for the site in the output, or to lower positions.
FaQ micropartitioning allows you to display a list of questions and answers in your site's snippet, which in turn makes you stand out among other sites and increases the height of your site's block. The simplest implementation is with the help of the previously mentioned plugin Yoast SEO.
After installing the plugin, when creating a new post, all you need to do is add a «Yoast Frequently Asked Questions» block and populate it (for an example, I added such a block at the very bottom of this article)
Using links to other reputable sites only adds value to your content. Links to sources, case studies, quotes - increase the authority of your page, show that you are trying to add something new and valuable. In general, place quality links to authoritative sites in your niche, but don't forget to use dofollow and nofollow tags.
For example, and wikipedia has it feature article, talking about search engine optimization of the site. You can read at leisure to expand your horizons, at least a block of articles with the history of the development of optimization and the relationship with Google.
Internal links are links from one page of a website to another relevant page on the same website. Internal link building is often ignored by website owners and this is a huge omission. Internal linking helps to make the site more search engine robot friendly and adds value to the readers as it gives it additional resources to read.
There are many different ways to automate the process of internal relinking, but I would recommend using the manual method - place links where it will really be useful for the reader and only to the material that will complement the current text in terms of meaning.
Periodically check the site for broken (not working) links that lead to non-existing pages (response code 404). Such links consume link weight and cause serious damage to site promotion due to behavioral factors (it will not be very pleasant to follow links to non-existent pages, which will lead to an increase in the bounce rate).
These links can be viewed for free in Yandex Webmaster (or Google Search Console), there are also plugins to track such links, for example Clearfy Pro (purchased once, no limit on the number of sites).
Other services for analyzing a site for broken links:
Duplicates and broken links should be excluded.
With a large number of pages on the site, it is necessary to check for broken links and duplicate pages.
You need to improve the quality of content to increase the time users spend on the page/site. This will help search engines understand the relevance of the content to the query and the usability of the content.
Of course, much depends on the query itself. If it implies a short answer - then the time of staying on the site for a few seconds will be quite natural and here another part of behavior will be taken into account: whether the user will close this search cycle or will go to other sites to look for an answer to the same query.
Officially, search engines (at least Google) report that bounce rate does not affect a site's ranking. But tests and observations do not agree with this.
What is a bounce rate? - is the number of people who visit your page and leave without going to at least one other page.
This is where the point about internal links (relinking) comes to mind, as well as the creation of useful quality content that answers in a convenient form to possible questions of visitors.
Analyze experience reports on the pages of your website. It is provided free of charge in Google Search Console - Quality« section in the left menu. It contains two subsections:
Core Web Vitals are an important part of evaluating the quality of user interaction with your site. The better the interaction - the more traffic.
There are three main indicators of Core Web Vitals:
Reports are broken down separately into Mobile and PC. Prioritize the Mobile report as the most important report to investigate and fix. Google immediately tells you exactly what you need to fix to fix problems.
Your goal is to ensure that there are no errors in these reports. I recommend checking these reports once a month.
Avoid implementing pop-ups for mobile devices - Google has become very strict about them. You can seriously damage your site's ranking «in the eyes» of Google.
This doesn't mean that you should do away with pop-ups completely, just make them small enough that they don't interfere with users' ability to interact with the page content.
Here is such a list of internal optimization of sites in 2025, when implemented, you will significantly pump your project and get higher positions in the search engine.
Now let's take a look at the Question-Answer block from the Yoast SEO plugin, which has the necessary micro markup.
This is a set of measures aimed at working out the pages of the site, their code and content, for better ranking in search engine results. In simple words, internal optimization is work with the site itself, the purpose of which is to achieve greater loyalty on the part of search engines and as a consequence of better positions and more traffic.
It includes any work carried out on the site in order to improve the quality of information content and provide it to users in a convenient form. Site development to improve the quality of the site.
Here is a list of some of the works included in the internal optimization: correct writing of meta tags title, description, headings h1, h2, exclusion of broken links, a set of works to increase the speed of loading pages, image optimization, adding micro markup, creating a convenient and correct structure of the site, etc.
External optimization of the site - a set of measures outside the site, aimed at improving the ranking of the site in search engines. Most of the external optimization is the work on building up the link mass. It also includes work on brand awareness, work with maps, adding information to thematic catalogs, maintaining social networks, etc.
To independently optimize the site, you need to have a basic knowledge of SEO. If any, then it is enough to go step-by-step through the checklist, as well as in-depth study of the work with the selection of keywords and content provision.
If we consider the Russian-speaking market, the average cost of internal optimization of the site will be about 20-30 thousand rubles. Of course much for the formation of the cost depends on the theme of the site, the volume of the site, the region of promotion, engine, etc. As a result, the price tag may be 5 000 or 100 000 rubles. Each project should be evaluated individually.
I would call the most important thing in internal website optimization - quality content. In fact, it is the base. You won't get far with shitty content, even if you «lick» the site to a perfect state.
And it absolutely must be done:
- correctly add main keywords in title, description, h1, first 50 characters of text.
- adaptation of the site for mobile devices.
- excellent loading speed of the site pages.
- quality internal linking
- good, unique text with the addition of multimedia, tables, prices, graphs (depending on what the theme of the site).
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