Imagine that You are not able to find necessary information on a website in 2-3 clicks. What is Your next step? Right - abandon the website! Same story with search engines. They tend to give low rating and position to poorly structured online resources.

How to make Google ‘fall in love’ with Your website? Here is a guide:

1. Website structure planning

Step 1: analysing interests of the target audience. Deep research for popular search request and subjects allow to draw more organic traffic in future.

‘Relevance’ is a semantic correspondence of a found document to a search request.

We advice to accumulate the most popular among users subjects into separate sections and blocks.


Step 2: determine the key marketing messages about the product which You want to deliver to the end user and prioritize them.

When planning the website structure BRAB recommends:


  • the pages You want to draw most attention to must be no further then 2-3 clicks away from the main page;
  • there MUST be a separate page for each of the main groups of keywords You use to promote, therefore, if there is no such page for a certain group of keywords You have to find the way to add it;
  • correct settings for content filters (for goods, services, information), meaning that with a change of filter parameters the URL must change as well;
  • no doublets of content - each page MUST have only one URL address.

While planning it is worth monitoring the leaders of the industry to adopt their best tricks and features.

2. Building a semantic core

Semantic core is the aggregate of keywords used to promote the website through search engines. Proper semantic core is a key to Your website’s success. How to build it? See below:

  • Once compiled and sorted the semantic core of a future website must be split into groups and subgroups.

  • It is preferable to have one keyword or key phrase with variations per page. We advise to use synonyms for your keywords when writing texts.

  • Contribute more time and effort to writing LSI texts. 

    LSI copywriting is a way of writing and presenting a textual content which increases its relevance through analysis of synonyms, auxiliary words, meaning and semantics by a search engine. 

Your copywriters must be able to compose texts readable for users instead of machines. They need to use auxiliary words and synonyms for keywords.

3. Meta elements

‘Title’ is a header of HTML document (the title of the document in search engine results)

‘Description’ is a brief summary of a page (is used to form a snippet for search results).

‘Title’ and ‘Description’ meta elements must be unique for each page, meaning they should no have equivalents throughout the website and the entire Internet.

This uniqueness can be achieved only through independent generation of original content. The texts must not only contain keywords, but also transmit the essence of the information from the page.

The main obstacle is to keep mega elements brief. There is a limit of 70 symbols for the ‘Title’ and 250 for the ‘Description’ accordingly. Anything over this restriction is cut down to a meaningless ‘...’.

4. Tackling ‘spamdexing’ and ‘doublets’

The meta element which appear to be too short, extensive or absent must be removed from ‘Title’ and ‘Description’.

Analyzing web pages with Google index single out the less informative pages and run a technical audit for the website.

Up to 2012, frequent and exact repetition of a keyword additionally supported by ‘b’ and ‘strong’ tags gave miraculous results in Google search. However, after the launch of ‘Panga’ algorithm such methods are no longer tolerated.

Today, search engines appreciate quality content packed with wordforms, synonyms for keywords and ‘usefulness’ of the information in general.

If You consider the above mentioned steps, search engines will easily index and promote your pages. I addition, Your visitors will feel ‘at home’ when surfing Your website.