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An independent audit of dzen.ru, measured by Adnave on November 12, 2026. We read 1 page of the site as a search engine first receives them and ran 34 checks. Organic health is 72 out of 100. Blocked from the site: ChatGPT, ChatGPT search, Claude, Perplexity, Google Gemini.
Growth Navigator · sso.passport.yandex.ru
14 opportunities to improve
1 page read in full
Organic health
out of 100
Ads readiness
out of 100
Our suggested order: biggest obstacles first, quickest first among equals. The effect of each fix is not measured. 4 take minutes.
Step 1 · Organic
Everything here was observed on the site. Fixing it removes a known obstacle; no one can promise a specific ranking in return.
Observed · AdnaveBot's reading of 1 page on 2026-11-12 · each finding is what we saw on those pages; “what to do”, the score and the order are our judgment
The page has no H1 heading, so search engines get no clear statement of its topic.
What to do: Add one H1 near the top that states the main topic in plain words.
How to fix this: How to write page titles and meta descriptionsThere is no structured data, so an assistant has to guess what the business is from loose text.
What to do: Add schema.org markup for the organisation, plus the type that fits the page: Product, Service, Article, FAQPage or SoftwareApplication.
Paste inside the <head> of the page. Fill in the name and logo address.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "sso.passport.yandex.ru",
"url": "https://sso.passport.yandex.ru",
"logo": "https://sso.passport.yandex.ru/your-logo.png"
}
</script>“Дзен — главная новостная информационная платформа, которая помогает миллионам людей узнавать, что происходит в мире.”. Titles outside roughly 30 to 60 characters are either vague or get cut off in results.
What to do: Rewrite it to 30 to 60 characters, leading with the main thing people search for.
How to fix this: How to write page titles and meta descriptionsWhen someone shares the page, the preview will look bare or use the wrong image.
What to do: Add Open Graph tags: og:title, og:description and an og:image of 1200 × 630 pixels.
Paste inside the <head> of the page. Replace the image address with a picture of 1200 by 630 pixels.
<meta property="og:type" content="website"> <meta property="og:title" content="Дзен — главная новостная информационная платформа, которая помогает миллионам людей узнавать, что происходит в мире."> <meta property="og:description" content="Describe this page in one or two sentences."> <meta property="og:url" content="https://sso.passport.yandex.ru/push?uuid=48985fb5-a59f-4441-ae67-fc1b724d405c&retpath=https%3A%2F%2Fdzen.ru%2F%3Fis_autologin_ya%3Dtrue"> <meta property="og:image" content="https://sso.passport.yandex.ru/your-preview-image.png"> <meta name="twitter:card" content="summary_large_image">
robots.txt tells these assistants to stay out, so they cannot read or cite your pages. That is a legitimate choice, but it removes you from their answers.
What to do: If you want to appear in AI answers, remove the Disallow rules for these crawlers in robots.txt.
Only if you want those assistants' search to be able to cite you. Add to robots.txt and remove the matching Disallow lines. Training crawlers (GPTBot, ClaudeBot) are separate and can stay blocked. Google-Extended is a separate choice: allowing it lets Gemini both ground answers in your pages and train on them.
User-agent: OAI-SearchBot Allow: / User-agent: PerplexityBot Allow: /
As first delivered the page was nearly empty; in a browser it shows 616 words. Google usually runs scripts, though later and less reliably. Most AI assistants and several other search engines do not.
What to do: Have the site send its main text in the page itself (server-side rendering or pre-rendering).
Images without alt text are invisible to search engines and to screen-reader users.
What to do: Add a short alt description to each meaningful image. Use an empty alt for purely decorative ones.
How to fix this: Image SEO: alt text, file size and layout shiftWithout a width and height, the page shifts as each image arrives. That is the layout shift Core Web Vitals penalise.
What to do: Add width and height attributes to every image tag.
How to fix this: Image SEO: alt text, file size and layout shiftA sitemap lists every page so search engines find them all, including new ones.
What to do: Generate a sitemap.xml and submit it in Google Search Console.
Save as sitemap.xml at the top level of the site, then submit https://sso.passport.yandex.ru/sitemap.xml in Google Search Console. It lists only the pages this audit read; add the rest.
<?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url><loc>https://sso.passport.yandex.ru/push?uuid=48985fb5-a59f-4441-ae67-fc1b724d405c&retpath=https%3A%2F%2Fdzen.ru%2F%3Fis_autologin_ya%3Dtrue</loc></url> </urlset>
Structured data lets Google show extras such as ratings, prices, opening hours and FAQs in your result.
What to do: Add schema.org markup that fits the business (Organization, LocalBusiness, Product, FAQ).
Paste inside the <head> of the page. Fill in the name and logo address.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "sso.passport.yandex.ru",
"url": "https://sso.passport.yandex.ru",
"logo": "https://sso.passport.yandex.ru/your-logo.png"
}
</script>Only 0 H2 subheadings found.
What to do: Break the page into sections with H2 subheadings that use the words people search for.
How to fix this: How to write page titles and meta descriptionsThe page does not say which language it is written in.
What to do: Add a lang attribute to the html tag, for example lang="en".
Change the opening <html> tag of every page. Use your own language code if it is not English.
<html lang="en">
Links shared on X will show as plain text.
What to do: Add a twitter:card meta tag (summary_large_image works for most pages).
Paste inside the <head> of the page. Replace the image address with a picture of 1200 by 630 pixels.
<meta property="og:type" content="website"> <meta property="og:title" content="Дзен — главная новостная информационная платформа, которая помогает миллионам людей узнавать, что происходит в мире."> <meta property="og:description" content="Describe this page in one or two sentences."> <meta property="og:url" content="https://sso.passport.yandex.ru/push?uuid=48985fb5-a59f-4441-ae67-fc1b724d405c&retpath=https%3A%2F%2Fdzen.ru%2F%3Fis_autologin_ya%3Dtrue"> <meta property="og:image" content="https://sso.passport.yandex.ru/your-preview-image.png"> <meta name="twitter:card" content="summary_large_image">
An optional plain-text summary of the site for AI assistants. It is cheap to add, but there is no evidence yet that it changes how often a site is cited.
What to do: Optionally add /llms.txt with a short description of the site and links to its most important pages.
Optional. Save as llms.txt at the top level of the site. Edit the first lines to describe what you do.
# Дзен — главная новостная информационная платформа, которая помогает миллионам людей узнавать, что происходит в мире. > One or two sentences about what this site offers. ## Pages
“Дзен объединяет всё самое важное. Национальная, региональная и городская повестка, актуальные новости ведущих СМИ и нишевых авторов — всё собрано в единой ленте.”
The page gives search engines real content to work with.
Visitors and search engines get a secure connection.
Nothing on the page blocks it from being indexed.
The page declares a mobile viewport.
https://dzen.ru/
Search engines have instructions for crawling the site.
A made-up address correctly returns a 404, so search engines can drop dead pages.
Browsers are told to always use the secure connection and not to guess file types.
Images, scripts and styles all load over https.
That is quick.
A reasonable size for the page itself, before images.
Scripts are loaded without delaying what visitors see.
The server shrinks the page before sending it.
Your icon appears in browser tabs and search results.
Headings phrased as questions, each followed by an answer, are easy for assistants to quote.
| Page | Response | Time | Words |
|---|---|---|---|
(no title) https://sso.passport.yandex.ru/push?uuid=48985fb5-a59f-4441-ae67-fc1b724d405c&retpath=https%3A%2F%2Fdzen.ru%2F%3Fis_autologin_ya%3Dtrue | 200 | 0.46s | 0 |
Step 2 · Ads
Ads only pay off when the site can measure what they bring in. We look for tracking tags in the page code; tags that load later, through a consent banner or tag manager, will not show up here.
Without analytics you cannot see where visitors come from or what they do.
What to do: Set up Google Analytics 4 and add its tag to every page.
How to fix this: What to set up before you spend on adsGoogle Ads cannot learn which clicks turn into customers without it.
What to do: Create a conversion action in Google Ads and add the tag, or import conversions from Analytics.
How to fix this: What to set up before you spend on adsFacebook and Instagram ads need the Pixel to track sales and build audiences.
What to do: Create a Pixel in Meta Events Manager and add it to every page.
How to fix this: What to set up before you spend on adsTikTok ads need the Pixel to measure results and optimize delivery.
What to do: Create a Pixel in TikTok Ads Manager and add it to every page.
How to fix this: What to set up before you spend on adsAudit run on . It reads up to 12 pages (60 with a free account) as a search engine first receives them and checks further internal links for errors. Scores are a weighted share of the checks passed.
Run the same audit on your own site, free. No sign-up needed.
This page reports only what our audit observed on public pages of dzen.ru. Adnave is not affiliated with it. If you run this site and something here is wrong, run a fresh audit and tell us.