Regional website promotion

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What should you focus on when promoting in multiple regions using subdomains? First of all, assigning a region in Yandex Webmaster. To do this, you need to confirm the rights to each subdomain and add them to the webmaster, and then assign the desired region on the "Regionality" tab. Also, in Yandex Webmaster, you must specify the main mirror of the site.
Each subdomain should have its own separate robots.txt malaysia company email list and sitemap.xml files. They can be created and updated manually, but it is much more convenient to set up their automatic generation based on the main site files.
Regional website promotion

The key point in subdomain ranking is the inclusion of a toponym in the metadata and content. Some CMS support the ability to add templates to replace content depending on the selected subdomain. For example, on 1C-Bitrix sites, you can set up a city substitution in the Title and Description tags, in the text on the page and in some blocks. Thanks to this, users who have switched, for example, to a subdomain for Chelyabinsk will be shown their city in the metadata and content.
Contact information on the site must correspond to the region. As in the case of metadata on the "Contacts" page, in the "header" and "footer" you can set up the substitution of addresses, phone numbers and e-mail depending on the subdomain.
Particular attention is paid to the uniqueness of the content on the entire site. Since the newly created subdomain duplicates the content of the main site, there is a risk that the subdomain will be merged with the main mirror. Here is what Yandex says about this:
Regional website promotion

The above-mentioned replacement of content using templates, placement of unique product descriptions, addition of different blocks for each subdomain, placement of reviews from local customers, etc. will come to the rescue.

Website promotion in several regions using subfolders
Another way of regional promotion is to create separate folders (subfolders) for each city on the domain. This method involves repeating the main structure of the directory in each folder, due to which the number of pages on the site increases as many times as the number of subfolders created.

Regional website promotion

The method is convenient because you will only need to administer one site. Another advantage is that search engines will perceive subfolders as part of one site, which allows you to save all the metrics of the main domain, such as link mass and site age. However, this strategy also has several significant disadvantages, including increased server load and problems with content uniqueness.

In addition to the previously described work with metadata and content, it is necessary to add branch addresses to Yandex.Business, which will improve ranking in regional search results.

Promotion of a multi-regional website through registration of organization addresses in Yandex.Business
Not always does a site have the technical ability to implement a system of subdomains or subfolders, and the company has the resources to create and administer them. In this case, it is possible to assign multiple regions to one site using Yandex.Webmaster and Yandex.Business. Depending on the presence of branches in the promoted regions, there may be two options for registering a company - adding actual addresses and registering online organizations.

When registering a company in Yandex.Directory, it is necessary to fill out the organization card as completely and correctly as possible. If the information is out of date or contains errors, then when checked by moderators, such a card may be rejected and not posted in the service. Also, an organization profile that is more than 90% filled out is marked with the icon "Information confirmed by the owner".

Regional website promotion

In the event that the company is physically absent from the regions of promotion, it is possible to register an online organization. Such a card will differ in that instead of the company's address, the service region in which the company provides its services is indicated, and there is no publication on Yandex.Maps. The downside of this method is a significantly smaller impact on ranking compared to registering an organization that has representative offices in the regions of promotion.

Regional website promotion

In conclusion, we would like to note that the choice of strategy plays a major role in the success of website promotion in the regions and, unfortunately, there is no universal method for this. In order to avoid unnecessary waste of budget and time on eliminating errors, it is necessary to analyze the subject matter at the initial stage, assess the possibility and labor costs of implementing a particular strategy, take into account the features of regional binding in different search engines and much more. Artena specialists work with a large number of regional projects and have extensive experience in successful website promotion in various regions of Russia. Based on the analysis of your website, we will determine the most suitable regional promotion strategy, if necessary, implement a system of subdomains or subfolders and carry out all the necessary optimization work.