Text Optimization¶

Document text zones, meta tag rules, text relevance scoring (TF-IDF, BM25), text analyzer workflow, and content brief creation. Covers both traffic-oriented and positional optimization strategies.

Text Relevance Calculation¶

TF-IDF¶

TF (Term Frequency) - ratio of word occurrences to total document words
IDF (Inverse Document Frequency) - inverse of how often word appears across all documents
High TF-IDF = word frequent in ONE document but rare across collection
Stop words (prepositions, conjunctions) appear everywhere -> very low TF-IDF

BM25¶

Improved ranking function actively used by Yandex: - Better relevance calculation for multi-word queries than TF-IDF - Does NOT account for word position relative to each other - Actively used in Yandex ranking algorithms

Quorum Filtering and Word Order¶

Documents must contain enough passage coverage (quorum) to enter main ranking
Pair word occurrences (AB) and full set (ABC) counted separately
Rarer words in query carry higher weight
Word order in document should match query structure

Two Optimization Strategies¶

Traffic Optimization¶

For: E-commerce, aggregators, portals

Maximum coverage of wide semantic core
Many MF/LF queries, not positions on specific HF queries
Growth driver: creation + optimization of new landing pages
Mass-production character of SEO

Iteration: First-approximation semantics -> structure for main sections -> create all possible pages -> template optimization -> detailed semantics per category -> manual optimization per category -> repeat.

Positional Optimization¶

For: Service sites, B2B, construction, transport, legal

Maximum position growth on small keyword set
HF queries especially critical
Growth driver: iterative improvement of fixed set of pages
Precise, targeted character of SEO

Iteration: Full semantics -> full structure -> create all pages -> manual optimization iteration 1 -> deploy, wait, monitor -> corrections iteration 2 -> repeat.

Document Text Zones¶

Zone	Tag	Ranking Impact	Notes
Title	`<title>`	Highest	Most important SEO zone
H1	`<h1>`	Very high	One per page, main query
H2-H6	`<h2>`, `<h3>`	High	Structural headings
Description	`<meta description>`	CTR only (not ranking)	Click-through optimization
Anchor text	`<a>`	High for donor + acceptor	Internal + external links
Text fragments	Body small text	Medium	Tables, characteristics, navigation
SEO text	Body main text	Medium	Main copywritten text
Keywords meta	`<meta keywords>`	None	Ignored; delete if spammy
noindex blocks	`<!--noindex-->`	Removal	Yandex only

Title Tag Rules¶

General Rules¶

Most important SEO zone
Exact inclusion of most important queries
Most important query at beginning
One sentence, NOT split by period
Yandex: up to 20 words; Google: up to 12 words
Use synsets (synonym groups)
Add primary region toponym
Only zone where grammatical agreement not critical

Traffic Title¶

Cover maximum queries:

Buy fridge in Moscow, prices for fridges, online store Brand

Template formula:

Buy %Category.Nom.Sg% in %City.Prep% online, prices for %Category.Nom.Pl%.
Sale of %Category.Gen.Pl%.

Rules: synonyms, transliterations, permutations; sacrifice exact keyword form for breadth; word order > word form; 2 occurrences of main word in different forms.

Positional Title¶

Maximum position on specific queries:

PVC windows from manufacturer - Moscow

Rules: exact keyword occurrences entered "as is"; almost no tail queries; pattern from strong competitors; shorter than traffic title; 1 occurrence of main word.

Article Title¶

Clicks and information intent:

Simple recipe for cottage cheese pancakes with step-by-step photos

Rules: keyword inclusions + clickbait; attention-grabbing phrasing; look at competitor solutions.

H1 Tag¶

Must be ONE per page, placed above content
Only main query (preferably in exact form)
Short, grammatically correct
Not polluted with other tags (<p> inside H1 = bad)

Meta Description¶

NOT visible in browser (code only)
Does NOT participate in text ranking
Purpose: increase SERP snippet CTR
Length: 120-170 chars (Yandex), up to 300 chars (Google)
Both key occurrences should fit in 170 chars
2-3 sentences; 1 keyword per sentence
Special symbols: unicode-table.com

noindex Tag (Yandex Only)¶

<!--noindex-->content to hide<!--/noindex-->

Prohibits indexation of any page section. Does NOT work in Google.

Text Analyzer (TA)¶

Purpose: Reference tool before writing ANY SEO text.

What it does: - Analyzes competitor texts in TOP - Determines safe number of keyword occurrences by type - Shows whether text is needed at all - Creates content brief almost automatically - Checks all document zones for keyword spam

Tool: Rush Analytics text analyzer

TA Requirements¶

Clustering: HARD mode with threshold 3
Exclude sites of different type from analysis
Use synonyms; do NOT analyze single query
Up to 6 queries optimal (more dilutes results)
Do NOT include LF queries - they distort results
Use SERP of target region

SEO Text on Commercial Sites¶

Strictly follow Text Analyzer requirements
Follow exact keyword occurrence count and text volume
Sometimes text is genuinely not needed
Even keyword density throughout text
Do not abuse commercial words (buy, price, order)
Include thematic LSI words, no filler
WITHOUT TEXT ANALYZER ANALYSIS - DO NOT WRITE AT ALL

Yandex vs Google Text Tension¶

Google rewards large optimized texts; Yandex may penalize ANY text on commercial pages.

If competitors in Yandex TOP have no text -> you cannot use optimized text without risk.

Workarounds to show text only to Google: - Output text via JavaScript document.write - Add text via Google Tag Manager - Via GTM: set canonical from page without text to copy with text

Content Types by Page¶

Product Listings¶

Only write text if Text Analyzer recommends it
TA recommends <100 words -> text NOT needed
TA recommends ~100-150 words -> generation only
TA recommends >150 words -> can write full text
Track anchor zone <a> occurrences separately

Listing Generation Rules (Baden-Baden Era)¶

1 occurrence of main query
1-2 occurrences of individual words (spread apart)
Do NOT write commercial words near the query
2-3 sentences, up to 100 words total
Connected, useful text

Product Cards¶

Text uniqueness NOT critical
Page uniqueness via: generated text, customer reviews, accessories section
Same generation rules as category pages

Service Pages¶

Only meaningful text by copywriter
Do NOT generate; mandatory: use Text Analyzer
Only write based on Content Audit

Informational Articles¶

Table of contents, clear H1/H2/H3 structure
Include LSI terms (no more than 50)
Cover ALL useful points from all competitors + extras
Size: longer than any single competitor
More images, video; alternate text/images/lists/quotes

Copywriter Brief Structure¶

Complete brief must contain: 1. Heading structure (H2-H3 with target keywords) 2. Instructions for each section 3. LSI keywords for each paragraph 4. Word/paragraph count per section 5. Links to best competitor examples 6. Text analyzer output with highlighted required occurrences

Token count: 1 word = 1.3 tokens; 1,000 words = 1,300 tokens.

Optimization Checklist by Site Type¶

Zone	Traffic Site	Positional Site	Informational
Title	Template, wide coverage	Exact match, short	Clickbait + query
H1	Template or manual, exact	Exact, short	Natural phrase
Description	Template	Manual, CTR-focused	Manual, CTR-focused
SEO text	By TA; generated if short	By TA; copywriter	Full article
Heading structure	Template h2/h3	Manual semantic	Rich h2/h3/h4
LSI words	Auto-generated	By TA	Rich, 50 LSI
Content audit	Required	Required	Required

Gotchas¶

Keywords meta tag does nothing - delete if spammy, otherwise ignore
Baden-Baden penalizes keyword density - always check via text analyzer before writing
Keywords in bold/strong tags signal manipulation - do not use <b>, <strong>, <em> on keywords
Description does not affect ranking - only CTR; don't stuff keywords for ranking purposes
Yandex vs Google text conflict is real - the GTM/JS workaround is a standard practice, not a hack
Commercial tail words hurt - "buy", "price", "order" near keywords trigger spam detection