Surely you have heard about search engine promotion of a website. Even if you are unfamiliar with this formulation, then you know very well that there are search engines (Yandex, Google, Rambler and others) that provide users with lists of sites in response to entered queries (for example, “rent an apartment”, “delivery of lunches to the office” or “hotels in the Moscow region”). Moreover, some sites go to first places in a search engine, and some can be found only by scrolling through a few pages.
Exactly search engine promotion(or, as it is also called, search engine optimization of the site) precisely serves to ensure that your site reaches the best places, i.e. in the TOP. More scientifically speaking, search engine optimization of a website (search engine promotion, website promotion, SEO - SearchEngineOptimization) is set of measures to increase the site’s position in search engine results for pre-selected queries.
Why does your company need SEO optimization?
If in the recent past the Internet was used mainly to search for information, today the situation has changed a lot. The constant increase in the number of Internet users, new technologies (communication with the target audience using a website, online payment systems, the ability to order on-line, etc.) and many other factors have turned the Internet into both a powerful marketing tool and a place for sales. simultaneously. For example, the boom in online shopping definitely indicates that skillfully used Internet technologies bring stable profits to website owners.
Internet promotion can be effective for ALL companies whose potential audience is looking for similar products or services on the Internet. According to statistics, the number of Internet users is growing every year; today more than a third of Russians already use the Internet. Moreover, this audience is very attractive for business, because it has high solvency. Think about it, thousands, and perhaps tens and hundreds of thousands of people search for your products every day, but find competitors’ products! And all because more efficient competitors have already taken the best places in search engine results. You too can take these “places in the sun” - to do this you need to start search engine optimization of the site.
Why does the site need to be on first places in search engines?
There are several reasons for this. Firstly, top places in search engines can be compared to prestigious areas of the city. Usually, the client gets his first impression of the company even before visiting the organization, having learned where it is located. The more prestigious the area, the more confidence the client has, and accordingly, the greater the chance that he will choose you. The stereotype works: if a company is located in the very center of the city, then this company is thriving. This stereotype works similarly with SEO promotion. Sites that are in the TOP are, as a rule, the most respected sites.
Secondly, a good location attracts a much larger number of visitors. More than 95 (!) percent of users will pay attention to sites located in the first ten positions (TOP-10, i.e. the first search page). If a search engine returns a company’s website on the fourth page and beyond, then less than 2 percent of users will have the patience to scroll to this page.
Therefore, the higher the site is in the TOP, the more traffic it will have. We recommend being in the TOP 5 search results for the most important queries.
Why is it important to choose the right query list?
Of course, search engine optimization is a very effective way to attract customers, but with one caveat: it must be done by professionals. And the point here is not so much that inept optimization can cost your site penalties, but that the number of site visitors will increase, but the number of buyers will not. For promotion to give the best results, you need to decide.
Why is not promoting in search engines harmful?
There are situations when the user has already chosen several alternatives for himself and is inclined to contact your company and competing companies for additional information. Then the user searches for sites or contacts of these organizations. In such a situation, few will open the city telephone directory or call the help desk to find out information. Most will look for information on the Internet. And if the site is not SEO-optimized, then the user most likely simply will not find information about the company on the Internet! Today's Internet user is extremely spoiled and is not used to spending a lot of time searching. If they don’t find you, they will turn to competitors, the search for information about which will be easier and faster. Agree, it is very unpleasant to lose clients who already wanted to contact you, but simply could not do so.
SEO (Search Engine Optimization) is the comprehensive development and promotion of a website to reach the top positions in search engine results (SERPs) for selected queries in order to increase traffic and further generate income.
The higher a site's position in search results, the more users come to it. Therefore, work on:
- increasing the correspondence of pages to search queries (relevance),
- optimization of structure and content,
- improvement of commercial factors,
- page code optimization,
- increasing external factors of resource significance.
Optimization rules are set by search engines. Each of them uses and regularly updates its own ranking algorithms, which are made up of many factors. And, although the formulas are kept secret, experts know which factors carry the greatest weight. By influencing them, you can improve your position for key queries in search results.
User behavior, interface convenience, and site loading speed are extremely important for promotion results. With the development and complexity of algorithms, the importance of the above factors is steadily growing, which ultimately makes search results better. Search engines strive to provide the most useful material to a user's request. Therefore, resource owners need to publish the most interesting content for their audience.
And if it works today, it is not a fact that it will work tomorrow. Services are constantly changing and being rebuilt. Approaches are changing along with them.
How is SEO developing?
SEO originated simultaneously with the advent and development of search engines - in the mid-1990s. At this time, search engines selected resources according to a very simple principle: they took into account the words that were in the text of the pages. SEO before 1998 was key spam. The first search results included Internet resources with texts like this: “Sneakers for sale Moscow.” The search results were terrible. Most of the top posts were spam.
In 1998, Google brought about the first SEO revolution, ushering in the link age. The search service has implemented a link ranking algorithm, PageRank, which calculates the weight of a page by calculating the importance of links to it. The more links there are on a page, the more important it is. And in 1999, Yandex announced the use of its own citation index to organize the Yandex.Catalog. The TIC determines the authority of Internet resources, taking into account the qualitative characteristics of links from other Internet resources.
In these conditions, SEO begins to develop quite quickly. The first agencies appear that provide website optimization services, the link business is born: link sellers, automatic promotion services, and scripts for exchanging links appear.
The dawn of link SEO was the period 2005-2009. It was a time of large link budgets, one hundred percent guarantees. SEO is becoming a highly profitable business.
In 2009, the second revolution took place - the introduction of machine learning algorithms into search engines. One of the best machine learning algorithms was invented in Yandex - Matrixnet. With its help, a ranking formula for the search engine of the same name is constructed. In fact, the formula is written by a machine. Therefore, since 2009, SEO requires knowledge and hard work.
2012 is the beginning of the reference-free period. Search engines are fighting links. In April 2012, Google launched the Penguin algorithm. It blocks Internet resources for low-quality links created by webmasters in order to influence rankings. Following this, in March 2014, Yandex stopped taking into account the link factor in ranking for commercial queries. And in May 2015, Yandex introduced the Minusinsk algorithm, which periodically identifies the leaders in purchasing links and limits them in ranking. Promotion only by purchasing links has become useless.
At this time, companies begin to try to study ranking algorithms to understand which factors to focus on. Various promotion models are being developed, new strategies and methods are being tested.
What is it like?
search results today?
Website optimization
or how does SEO work?
Search engines are constantly striving to improve the quality of search results, so it is necessary to promote the Internet resource in a comprehensive manner. This is working with the technical side, content as a decisive factor, convenience, usability, correct display on various devices and attracting natural links.
The work is divided into two subtypes: internal and external optimization.
Over time, you come to understand the need to study the basics of SEO, because no matter how interesting and useful the materials and articles you publish are, for search engines they are just text and in order to give it importance and significance, SEO optimization is necessary.
The concept of SEO is very broad, it is by no means a few clever tricks that allow sites to get into the first places of the top 10 search results, SEO is a whole science that is constantly evolving, and since it directly depends on search engine algorithms, as the algorithms change, so do the the methods she uses.
In this article, I will try to explain in a simple and accessible language for novice bloggers and web masters the basics of search engine optimization and promotion called SEO, and indicate the main directions of this rather difficult to understand set of measures necessary to achieve good positions for the pages of your site.
SEO for beginners: the basics of optimization and promotion for beginners
What is SEO (search engine optimization)
SEO (English) Search Engine Optimization) or simply search engine optimization is a set of methods and methods designed to engage and enhance all positive (both internal and external) factors that are taken into account by search engine algorithms to determine the positions of each page in search results for the right words (search queries).
You may have a very reasonable question: why can’t search engines determine the significance and quality of content (internal content) without using any SEO tricks and tricks?
The answer to this question is very simple: search engines are just machines and no matter how complex and sophisticated algorithms they are stuffed with, they will remain so, with a template perception of all the indexed content of our sites. That is why we have to play by their rules and adapt to these patterns using the recommendations of both the search engines themselves and SEO practitioners who, through numerous experiments, learn those factors that search engines are silent about.
White and black hat SEO
Not all search engine optimization techniques are considered legal and approved by search engines; those that are prohibited include black hat SEO.
These techniques include:
- Text and links that are invisible to visitors and intended for search engines. For example: white text on a white background.
- Cloaking and JavaScript redirects: search bots see one page content, but users see something completely different or are redirected to another page
- Doorways: pages stuffed with keywords
The use of black hat optimization methods is extremely undesirable and sooner or later becomes the reason (lowering the positions of pages in search results), falling under and even banning the entire domain.
What does the concept of SEO include?
When we talk about SEO as a way to achieve better positions in search results, we usually mean two parts:
- Internal optimization (on-page SEO) of a website or a specific page
- and external promotion (off-page SEO).
Typically, the best results are achieved by simultaneously using optimization and feeding promoted pages with external incoming links, although in some special cases only and is sufficient.
Internal website optimization
External website promotion
External search engine promotion is the very last stage of search engine optimization. External promotion usually means receiving incoming links from other sites () to promoted pages. As a rule, the more pages of different sites link to yours, the more significant it becomes in the eyes of search engines. The most important aspects of off-page SEO are:
- Selecting text for placing links
- Selecting the right donors (referring sites). They are usually selected from thematically similar (those that search engines trust) resources.
External links to promoted pages can be obtained in several ways, both paid and free. It should be noted that search engines have a very negative attitude towards paid search engines, but unfortunately, sometimes it is impossible to do without them. The most optimal means for obtaining them are.
Free methods of getting backlinks are more labor-intensive and take much longer than buying them. These methods include:
- Posting articles in (there are very few truly worthy Russian-language directories)
- Mutual exchange of links (post links) with sites of similar topics (the main thing here is to know when to stop and under no circumstances participate in exchange systems).
- Placement is the most effective way to receive direct thematic links, which will not only increase your rankings, but will also bring visitors to your site. The number of them will be directly proportional to the usefulness of your article.
The search engine takes into account the following parameters of a site when calculating its relevance (degree of compliance with the entered query):
- keyword frequency; complex algorithms of modern search engines allow semantic analysis of text in order to weed out search spam when a keyword occurs too often.
- site citation index, depending on the number and authority of web resources linking to this site; Many search engines do not take into account reciprocal links (to each other). It is often also important that the links are from sites of similar topics to the site being promoted (optimized).
Accordingly, all factors influencing the site’s position in search engine results can be divided into external and internal. Optimization work includes working with internal factors(are under the control of the website owner) - bringing the text and page layout in accordance with the selected queries, improving the quality and quantity of text on the site, stylistic design of the text (headings, bold font), improving the structure and navigation, using internal links, as well as external factors- exchange of links, registration in catalogs and other activities to increase and stimulate linkability to the resource. A person who carries out website optimization work is called optimizer.
Story
Along with the emergence and development of search engines in the mid-1990s, optimization also appeared. At that time, search engines placed great importance on the text on the page, keywords in meta tags, and other internal factors that site owners could easily manipulate. This led to the fact that in the results of many search engines, the first few pages were occupied by garbage sites, which sharply reduced the quality of search engines and led many of them to decline. With the advent of technology, Google became a leader in search on a global scale, making it difficult to optimize using text alone on a website.
However, optimization develops along with search engines, and in modern search results you can see more and more commercial sites with artificially inflated popularity, especially for commercially attractive queries.
Optimization approaches
Optimization methods can be divided into two classes, but recent events in the world of search engines make it clear that this division is very arbitrary - any manipulation of certain website parameters can be regarded by a search engine as an extremely undesirable effect on its results. Thus, any attempt to manipulate search results is expressly prohibited in the license to use the Yandex search engine.
“White (natural)” optimization
White (natural) optimization is optimization work on a resource without the use of resource promotion methods officially prohibited by each search engine - without direct attempts to influence the sites' search algorithms, or, more simply, in a natural way. This includes working on the site itself and working with the external environment of the site, i.e. promoting the site being optimized through reviews, press releases, affiliate programs, etc. with links to the site. It should be noted that Yandex warns that if any optimization method is not officially prohibited, this does not mean that it can be used.
"Black" optimization
Black hat optimization is usually presented as the use of doorways - pages and resources created (often automatically) specifically for search engine robots. In theory, a person should not read the text that is posted on the doorway, since it is a meaningless set of keywords used in possible search queries. As a rule, doorways are designed to attract visitors from search engines who use fairly rare search queries in their searches. This approach, on the one hand, excludes the possibility of the doorway getting into search results for competitive queries, but on the other hand, it allows the doorway to exist for some time without sanctions from the search engine. Such methods of promotion are a direct violation of the rules of search engines; they are indiscriminate spam on any other people’s resources (guest books, forums, directories, blogs, wiki sites, etc.), where a link to the doorway may remain.
Another method of black hat optimization is cloaking: the user is given one page, readable, and the search robot is given another, optimized for any queries. A similar method is to immediately replace text on a page immediately after the page is indexed by a search engine.
Black hat SEO methods also include the use of hidden text on website pages. This text is not visible to users, but search robots easily index it. Typically, the hidden text contains keywords to give “weight” to the page being optimized.
Another method of black hat optimization is “single-pixel links.” The use of graphic links sized 1*1 pixel (that is, virtually invisible to the visitor) is also perceived by search engines as an attempt to deceive and can lead to a site ban.
see also
- Link farm
Links
Literature
- Baykov Vladimir Dmitrievich Internet. Search for information. Website promotion. - St. Petersburg: BHV-Petersburg, 2000. - P. 288. - ISBN 5-8206-0095-9
- Kolisnichenko Denis Nikolaevich Search engines and website promotion on the Internet. - M.: “Dialectics”, 2007. - P. 272. - ISBN 978-5-8459-1269-5
- Evdokimov Nikolay Vladimirovich Website promotion. Effective Internet commerce. - M.: "Williams", 2007. - P. 160. - ISBN 978-5-8459-1307-4
- Ashmanov Igor Stanislavovich, Ivanov Andrey Alexandrovich Website promotion in search engines. - M.: "Williams", 2007. - P. 304. - ISBN 978-5-8459-1155-1
- Yakovlev Alexey Alexandrovich Website promotion and promotion: basics, secrets, tricks.. - St. Petersburg: BHV-Petersburg, 2007. - P. 336. - ISBN 978-5-94157-751-4
| Search Engine Optimization | ||
|---|---|---|
| Exception Standards | Meta tags | Internet Marketing Affiliate Program Email Marketing On-Screen Advertising Internet Statistics |
| Search Engine Marketing Topics | Search engine marketing Website promotion in social networks (SMO) Managing the presence of personal information on the Internet Paid inclusion in the index Pay per click Google bombing | |
| Search spam | Search engine spam Automatic data collection Sites with non-original content Link farm Free for all linking | |
| Links | External factors in search engine optimization Link popularity Link exchange Reciprocal links Multiway linking Link exchange Backlinks (links to the site) | |
| Other | Landing page Geotargeting Landing page optimization Search engine with manual selection of results Stop words Suspicious words | |
Wikimedia Foundation. 2010.
See what "SEO" is in other dictionaries:
SEO- bezeichnet: Search Engine Optimization, die Suchmaschinenoptimierung Société électrique de l Our, ein luxemburgisch deutsches Energieversorgungsunternehmen SEO, Spanischer Vogelschutzbund, Partner von BirdLife International SE O steht für: Västra … Deutsch Wikipedia
SEO- SEO, SeO o seo puede referirse a: Catedral, denominada "seo" principalmente en Aragón y Cataluña, en España. Con esta acepción, es o forma parte del nombre de: La Seo o Catedral del Salvador de Zaragoza; Seo de Urgel (en catalán La Seu d... ... Wikipedia Español
Seo-gu- (Ko hhrm|hangul=서구|hanja=西區), or Western District, is the name of a gu in several South Korean cities:* Seo gu, Busan * Seo gu, Daegu * Seo gu, Daejeon * Seo gu, Gwangju * Seo gu, Incheon… Wikipedia
SEO- bezeichnet: Search Engine Optimization, die Suchmaschinenoptimierung SE O steht für: Västra Götalands län, ISO 3166 2 Code der schwedischen Provinz Seo ist der Familienname folgender Personen: Seo Jung won (* 1970), südkoreanischer Fußballspieler … Deutsch Wikipedia
Dictionary of business terms
SEO- (Search Engine Optimization) process of choosing targeted keyword and phrases related to a website intended to improve the ranking of the website in search results from search engines … English contemporary dictionary
Good afternoon, readers of my blog. Many of you have already realized that I based my blog on five pillars, one of which is SEO optimization and website promotion. But if you are a beginner and have never encountered this concept before, it will be difficult to immediately grasp what I have written. Therefore, I decided to start this section from the very basics. In this article, we will define what SEO is, what SEO is for a young blogger, and how to improve a site’s position in search engines using SEO optimization.
| We recommend reading: |
So let's start with the definition. SEO is an abbreviation for the English word Search Engine Optimization. Those who speak English have already been able to understand the meaning of the phrase, but for everyone else I will say that in translation it means optimization for search engines, or search engine optimization.
There are many definitions of SEO. I am sure that every web master and optimizer will somehow be able to interpret this concept in their own way, make their contribution and their understanding.
What does Wikipedia tell us about this? There you can find this definition:
Search engine optimization (SEO) is a set of measures to increase the site’s position in search engine results for certain user requests in order to promote the site.
| We recommend reading: |
The definition of SEO can be found in articles by popular bloggers, on SEO forums, and in various encyclopedias. They will all be different, but at the same time the same. To summarize, we can say that SEO is a specific process that includes a number of measures to work with the site, its internal optimization, improving content, optimizing code, working with external factors that affect rankings and positions in search engines.
Why do you need SEO?
After reading the definitions of search engine optimization, you might have already guessed that it is very important for your website. If your plans are not just to create a website, but to develop it, fill it with interesting and useful content that will attract visitors, then for maximum effect you need a SEO. Interesting articles, beautiful design, easy site navigation - this is good, but not enough. If the site is not optimized, the articles are not formatted correctly, then getting to the TOP of search results will be almost impossible. Some will ask: “Why do I need this TOP?” When you look for information in a search engine, do you often look at pages 2, 3 or 4? I'm sure everything ends in the first 10 links, or even less. So, according to statistics, only 15% of users look at sites that are on the 2nd page, and only 5% on the 3rd. From this we can understand that 85% of people view exclusively the TOP10 sites.
| We recommend reading: |
If you want your site to have a lot of users, then you need to get into this TOP, and the higher the better.
But what to do if you don’t understand anything about SEO, and your website needs to be developed? There are two options:
1. Contact optimizers who, for a certain amount, will put your site in order and give recommendations for further development of the resource
Outbound links – good or bad?
