Website Optimization for low-frequency queries

Search engine optimization consists of three factors:

1. relevance of page content;
2. page static weight;
3. relevance of links (i.e., links ranking).

It is difficult to ensure the relevance of links to all internal pages. However you can achieve good results – improve the performance of the first two factors. To increase pages weight, very suitable will be internal link building. Search engines calculate the static weight of pages and its value is used in rankings.

There are the following features are taken into account when calculating static weight:

• the more backlinks, the more static weight of the page is;
• the greater page weight, the more weight it is passed by link;
• outbound link doesn’t reduce static weight of this page.

The task of optimizer is to focus the main static weight on pages that are optimized for low-frequency queries. They usually have a large site nesting relative to the root.

Typically, hierarchy has the following structure: → Home Page → Category→ Page. In this chain should be “wrapped” optimized pages. When pages are combined into a circle each page low-frequency page transfers its weight to the other one. Optimizing pages for low-frequency queries, it’s better not to start a home page with incoming external links but in the circle transferring them more weight.

In order to avoid a gap of the circle if search engines don’t index site pages, which will lead to loss of weigh of indexed pages of the circle, you just need to create several of these rings. But the number of these circles shouldn’t exceed 5-10, so that search engines don’t take them as a pass-through navigation.

Low-frequency queries characterize buyers’ needs who know exactly what they want to find. For example, the low-frequency query usually consists of several words, such as a specific model of some goods.

Total flow of visitors to all low-frequency queries may exceed high-frequency queries at the same time having a much higher percentage of conversion of visitors into potential buyers. Low-frequency queries enlarge the amount of customers better than high-frequency.

by low-frequency queries is cheaper and less risky. However, this method has as advantages and disadvantages. Typically, promotions of low-frequency queries prefer to apply in the first stages of site promotion and then gradually move higher and higher. In addition, conversion of low-frequency queries is much higher.