A question for which there is a very simple answer: the SEO-specialist involved in the development phase can save customer money and performers time.

A common mistake when creating sites it is that developers are not always clear about the final result that the customer wants to get from them.

Worse, it is not always clear to the customer himself.


Together with us in the work of an SEO specialist at the development stage will try to figure out Vovka

The architecture of the site

The construction of the house begins not with the wallpapering. prototypes, with an understanding of the result that should eventually turn out.


slag blocks, to build the palace on time? “

Exactly the same story with the development of sites. The site begins not with the layout or programming, but with the information structure, with the prototype site.

It is the compilation of the information structure that is the first stage of the SEO specialist’s work.

Analysis of the niche and competitors

In order to correctly structure the future site, a specialist should analyze all available information from the customer: the main activities, priority products, promotion regions, main competitors and other important moments for advancement.

Based on the analysis of this information, new questions are being prepared for the customer, and everything repeats.

If the company already has a website, it is necessary to study its extras and the results achieved.


This is necessary to form an idea of the final result, and move to it systematically, without a sudden change of strategy in the process and rework of the project after its delivery.

Collection of semantics

The most important stage for understanding the future structure of the site. Based on the analysis of the niche and competitors, it is necessary to collect the initial semantic core – the maximum number of relevant niche queries

The following queries are combined into categories and subcategories, led by the highest-frequency (cluster) query. ]

The task of an SEO specialist is to build a query tree using these clusters, to understand exactly how the site will be searched.

This is the basis of the future structure that will help to organize navigation, catalog, highlight the most important pages.

Also, the semantic core at the development stage will be needed to prepare the content of the future site, but more on this later.


Do not pile all the semantics into a heap and optimize one page for all keys 

Development of the structure

The structure of the site should be logical and user-friendly. Common error – make a structure in a vacuum, in isolation from real demand.T his position leads to a significant increase in the cost of website promotion since for a full-fledged promotion the finished site will have to be altered, to spend for this time the specialists and the customer’s money.

To avoid this , it is necessary to compose a competent structure on the basis of the analysis of demand, competitors and semantics even at the development stage.

For this purpose, the SEO specialist forms a mental map of the future site based on cluster requests from the collection Foot semantic core, represents the catalog items, arranges them in order of frequency or margins.

Internal optimization

Internal optimization is already in the development phase includes dozens of important for website promotion items. Let’s go through the main ones.


For work!

 Checking robots.txt

In the robots.txt file, the SEO specialist specifies which pages and files on the site should and should not be indexed.

File requirements:

  • The file must be present in the root directory (site.ru/robots.txt );
  • The file size should not exceed 32 KB;
  • Service and unnecessary partitions should be closed
  • For Yandex and other robots must be given different User-Agent;
  • The host directive for Yandex should be specified;
  • Pages with dynamic parameters must be closed by the Clean-param directive;
  • There should be a valid link to the site map.

Verification Sitemap.xml

The site map in xml format tells search engines how the site is organized structurally and what pages should be bypassed. It not only helps to detect content, but also provides additional metadata, for example, the frequency of changing information on the site.

File requirements:

  • Site map must be error-free. All references in the file must give the response code “200”.
  • The site map should be up-to-date, ideally – auto-renewal.

Checking 301 redirects

do not like duplicate content, so it is important to ensure that the same page of the site can not be accessed by two different URLs.

Mirrors should be glued:

  • www and without www;
  • With a slash “/” at the end and without a slash;
  • With index.php, index.html, home.php, etc. and without.

404 error checking

The user is facing page 404 when trying to access a page that no longer exists.

Requirements in page 404:

  • This page should offer interaction with the site;
  • Track in Google Analytics;
  • Give the response code “404” (not to be indexed by the PS).

Verification 5 ** errors

Errors 5 ** are server errors when processing the user request.

There should not be such errors on the site


And so it will NOT come down!

Checking the layout

Layout the site must comply with the standards and pass validation .

There should be no critical errors in the layout.

HTTP / HTTPS verification

from the HTTP protocol to the more secure HTTPS (or when creating it directly on HTTPS) it is important that the site is accessible only by one of the protocols. There should not be pages with mixed content.

CNC check

CNC is a human-friendly URL, it’s also a “Semantic URL”, designed to orient the visitor inside the site. Also, placed as a link on another page, the CNC prompts where exactly it leads.

Links of the format https://www.site.ru/index.php?id_sezione=180&sid=5bhb542vd98u7yh much less tell the user than, for example, https://mc-titan.ru/truby/besshovnye/.

CNC must be for all pages, while not being oversampled and too long.

Checking the tags and meta tags

Tags are read by search robots in a special order, they begin to get acquainted with the site, they significantly affect the ranking.

There should not be a double on the same page:

  • Title, H1, Description, the tag with the encoding specified is one per page.

Meta tags for different pages should not be repeated.

  • Duplicates Title, Description, matching Title and H1 should be divided.


Duplicate content is a bad helper

Microencounter checking

Semantic markup is a special layout language designed to structure your site’s data for search engines.

] Next t to introduce a separate micro-markup for the following pages:

  • Contacts – by the scheme of LocalBusiness;
  • “Bread crumbs” – a BreadCrumbList scheme
  • Images – ImageObject scheme
  • Video records – by the scheme VideoObject;
  • The goods – the scheme Product.

It can be other schemes, depending on the specifics of the site.

Checking the canonical pages and pages of pagination

In order for search engines not to find garbage pages with dynamic parameters, duplicates and pages of pagination, Such pages relate to:

  • The tag rel = canonical – for duplicates, pages with filters, etc.
  • For relagation pages, rel = “prev”, rel = “next”.

Checking download speed

Download speed is one of the important ranking factors. Slow sites cause users to be irritated, they are much more likely to have a failure rate and a lower conversion rate.

To speed up the site, it’s enough to implement recommendations Google Page Speed :

  • Optimize images ;
  • Use browser cache;
  • Styles and scripts should not block the display of the top of the page, they should be minimized and render down the code;
  • Optimize server response time.

Verification of image optimization

It is not enough to compress the image in the previous paragraph. Images should be optimized for search engine promotion:

  • There should be no broken images on the site;
  • Tags must be filled alt;
  • Images should not be compressed to the pixel

Testing adaptability for mobile devices

Visitors can access the site from various devices – not only from PCs, but also from smartphones and tablets. User’s convenience is highly appreciated by search engines, therefore the presence of adaptive design positively influences the ranking.

Requirements to the site’s adaptability:

    • The site is correctly displayed on various devices
    • No Silverlight plug-ins


  • No Java applets
  • No Silverlight plug-ins
  • Convenient to read the text.



Checking the cross browser

The site should open correctly not only from different devices, but also from different browsers. browsershots.org .

Checking for broken links

All pages of the site should return a response code of 200. As a verification service, you can use the free program Xenu .

There should not be “broken” links on the site.

Setting counters and confirming rights

Before the release of the site it remains only to install from Analytics and confirm the rights in the panels of webmasters:

  • Established Яндекс.Метрика;
  • Google Analytics is installed;
  • The rights to Yandex are verified.
  • Google Search Manager is authorized.

Additionally, Google Tag Manager, as well as counters of other search engines, can be installed.

Setting goals in analytics systems

Track targeted visits and in general conversion of the site help correctly configured goals in Yandex. Metrics and Google Analytics. The earlier these goals are set, the more accurately you can evaluate the effectiveness of the site as a sales tool.

Correct goal setting in analytics systems is one of the important stages of the SEO specialist’s work before launching the site.


Depending on the objectives of the business, different goals are set: grouping them, we get an approximate list:

1) The visitor interacts with the company by visiting specific landing pages:

2) Visits (19459012)

3) The visitor is interested in the site itself:

Setting goals in analytics systems is a topic for a separate article. At the site development stage, the task of an SEO specialist is to analyze the specifics of the project and correctly identify the target actions of the visitor on the site.

Content management

The advantage of working with content at this stage is that by the time of launch it will already be ready. The finished structure of the site, the formed view of important pages and directions, the selected search queries – the work done by the SEO specialist – will become the basis for the technical task of the copywriter and the content manager.


Spread correctly the requests on the pages, and you will be promoted

The actions of a specialist at this stage:

    1. Select priority pages for promotion.
    2. Analyze the content of competitors.

This will not only help to fill the site at the initial stage, but will also provide the basis for the development of the project. content for a long time. The SEO specialist will have the opportunity after the launch of the site not to correct errors, but to focus on more important problems and emerging difficulties, work on behavioral factors and overall site improvement.


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