Jumps very strongly positions in Yandex and Google?

Question

Search Engine Optimization

Hello, for some reason, the positions on the site jump very many positions, how can I bring it to the top? Here is the site https://potolkirostov.ru/

Answer 1

Having carried out an express check of your site, I identified problems and errors (see below), drew conclusions, and gave recommendations.
Technical questions:

1. there are no CNCs in the URL, for example, the page "Matte ceilings": /catalog/catalog1.html, but should be /matvye-natyazhnye-potolki
   
2. the link in the logo on all pages should lead to the main page, and not to itself.
   

Internal search engine optimization mistakes:

1. minor imperfections, for example, on the same page H1 in units. number, but must be in the plural, i.e. "Matte" instead of "Matte"
   
2. spamming keywords in the keywords meta tag on all pages
   
3. on the Main in keywords queries with the toponym "Rostov" and "Taganrog" are registered - do you promote in both cities?
   

Errors due to commercial factors :

• There are no organization contacts in the header: office address, phone numbers,
  
• all contacts must be formatted with micro-markup schema.org/Organization
  

Mistakes in external optimization:

1. weak link profile - only 11 donors link to the site (this is not enough for this niche);
   
2. the dynamics of the growth of the reference mass is negative, but should be positive, i.e. increase their number, the site loses donors.
   

Summary : the site is poorly prepared for traffic from contextual advertising and is not at all ready for promotion in search engines.
What to do:

• before promotion, carry out basic optimization and bring it into line with commercial factors.
  
• To do this, conduct an SEO audit with the preparation of TOR for a programmer, SEO specialist, admin, copywriter and complete the TOR in a short time.