SEO Tools and Workflow¶

Complete tool stack for SEO work, CMS integration (WordPress, Tilda), browser extensions, AI workflow integration, and standard operating procedures.

Analytics Platforms¶

Yandex Metrika¶

Primary traffic analytics for RU-segment
Key reports: traffic sources, bounce rate, time on site, goal conversions
Webvisor: session recording for behavioral analysis
Segment by channel (organic/paid/direct/referral)
Set up goals for leads, calls, purchases
Provides Yandex-specific data unavailable elsewhere

Google Analytics (GA4)¶

Essential for Google traffic analysis
Key metrics: sessions, users, engagement rate, conversions
Integration with GSC for query-level data
Audience analysis for content strategy

Yandex Webmaster¶

Crawl and indexing status for Yandex
Query statistics: impressions, clicks, CTR, average position
Error reports: 404s, crawl blocks, redirect chains
Submit sitemap.xml; regional binding
Turbo pages for mobile

Google Search Console¶

Coverage report: indexed vs excluded pages
Performance: queries, impressions, clicks, CTR, position
Core Web Vitals monitoring
Link reports, manual actions
URL Inspection for individual page status

Position Tracking¶

Rush Analytics¶

RU market position tracking (daily/weekly)
Group queries by clusters; track visibility by category
Competitor comparison; schedule auto-reports

Serpstat¶

Multi-functional: tracking + keyword research + competitor analysis
Domain analytics; backlink analysis; site audit
Batch analysis of multiple domains

Alternatives¶

SE Ranking, TopVisor - position monitoring with frequency customization, white-label reports.

Keyword Research Tools¶

Yandex Wordstat¶

Primary search volume source for RU segment
Broad, phrase, exact match operators
Region filter; seasonal history
Browser extension for inline frequency display

Google Keyword Planner¶

Google search volume (often ranges, not precise)
Keyword ideas; Google-specific demand patterns

Key Collector (Desktop)¶

Mass Wordstat parsing with automation
Stop-word filtering, deduplication
Multi-pass frequency collection
Export to Excel/CSV for semantic core management

Ahrefs / SEMrush¶

International keyword databases
Competitor traffic estimates
Backlink analysis (Ahrefs strongest)
Content gap analysis

Technical Audit Tools¶

Screaming Frog SEO Spider¶

Desktop crawler mimicking Googlebot
Finds: 404s, redirect chains, duplicate titles, missing H1, canonical issues, oversized images
Export to Excel; free up to 500 URLs, paid unlimited
PageSpeed API integration for batch CWV analysis
Custom Search with regex for specific patterns
For large sites: dedicated server install, crawl for days

PageSpeed Insights / Lighthouse¶

Core Web Vitals: LCP, FID/INP, CLS
Mobile vs desktop scores
Specific improvement recommendations

Browser Extensions¶

Extension	Purpose
SEO Meta in 1 Click	Title, description, H1-H6, canonical, robots for any page
Yandex Metrika Helper / Google Tag Assistant	Verify analytics code installation
MozBar / Ahrefs Toolbar	Quick DA/PA estimates, backlink counts in SERP
Redirect Path	Redirect chains and status codes
Web Developer	Disable JS/CSS to see page as robots
User-Agent Switcher	Simulate bot crawling
WordStatter / WordStat Assistant	Wordstat collection in browser

CMS: Tilda¶

SEO Setup¶

Connect Google Tag Manager first -> deploy Metrika, GA, GSC verification
Page-level: Settings -> SEO -> Title, Description, Canonical, Noindex toggle
Site-wide: domain connection, HTTPS, www redirect
sitemap.xml and robots.txt: auto-generated (use HTTPS checkbox)
Lazy Load: keep enabled (affects CWV)
Custom 404 page: create template, assign in settings

Limitations¶

Cannot add arbitrary HTML to <head> without workarounds
JS rendering limitations vs full CMS
Suitable for SMB, low-to-medium competition
Works for regional promotion outside major metros

CMS: WordPress¶

Initial Setup¶

Install via hosting panel
Install plugins: Yoast SEO (or RankMath), Rus2Lat (transliterate URLs)
Permalinks: "Post name" or "Category/Post name"
Google Tag Manager in theme header

Per-Page SEO¶

Title: Yoast/RankMath "SEO title" field (distinct from H1)
Description: "Meta description" field
URL slug: keyword-based from pre-prepared list
Canonical and Noindex toggles available

Architecture¶

Pages: evergreen (contacts, about, services)
Posts: blog articles with categories
Categories: can serve as landing pages with SEO metadata

HTML Basics for SEO¶

Essential Tags¶

<title> - page title in search results
<meta name="description"> - snippet description
<h1> through <h6> - heading hierarchy (one H1 per page)
<a href=""> - hyperlinks
<img src="" alt=""> - images with alt text
<p>, <ul>, <ol>, <li> - paragraphs and lists

What to Check in Code¶

Title and description present and correct
Single H1 matching target keyword
Image alt attributes present
No accidental noindex blocking pages
Canonical pointing to correct URL
HTTPS on all pages; www normalization

CSS/JS Relevance¶

CSS: layout shifts (CLS) affect Core Web Vitals
JS: Yandex renders differently from Google; critical pages should not depend on JS
Heavy JS delays indexation

AI Tools in SEO¶

ChatGPT / Claude Integration¶

Effective prompt structure: context + goal + constraints. - Bad: "How to improve SEO" - Good: "What strategies increase organic traffic for women's clothing e-commerce in competitive regional market?"

Use cases: - Meta tag drafts (title/description variants) - Content briefs for copywriters - Competitor analysis summaries - Technical audit explanations for clients - FAQ section generation - Schema.org markup generation - Anchor list construction from competitor data

English prompts often yield better technical responses. Iterate: first output is draft, refine with follow-ups.

Standard Workflow¶

Project Onboarding Checklist¶

Access: Webmaster, GSC, Metrika, GA4
Position tracking: configure queries in Rush Analytics
Baseline crawl: Screaming Frog full audit -> document errors
Baseline metrics: current traffic, positions, indexation
GTM installed and functional

Monthly Reporting¶

Position dynamics: top-10, top-3 counts
Organic traffic: sessions vs previous month/year
Conversions from organic
Technical health changes
Work performed + next month plan

Page Optimization Workflow¶

Identify target cluster from semantic core
Check competitors in top-10
Prepare: H1, URL, title, description, content brief
Implement on CMS
Submit URL for indexing in GSC/Webmaster
Track position

Tool Selection Summary¶

Task	Primary	Alternative
Traffic analytics	Metrika + GA4	-
Position tracking	Rush Analytics	Serpstat, SE Ranking
Keyword research	Wordstat	Key Collector (bulk)
Technical crawl	Screaming Frog	Netpeak Spider
Backlinks	Ahrefs	Serpstat
Page speed	PageSpeed Insights	GTmetrix
Quick page check	SEO Meta extension	MozBar
Competitor analysis	Serpstat	Keys.so

Gotchas¶

Screaming Frog free version limits to 500 URLs - paid license essential for sites over 500 pages
Tilda has SEO ceiling - suitable for SMB only, not competitive niches
WordPress permalinks must be set at launch - changing later requires redirect management
GTM is the universal analytics deployment method - never inject tracking codes directly into templates
AI-generated meta tags need human review - always verify keyword inclusion and natural language
Daily morning check (5-10 min) catches problems early - make it a non-negotiable habit