search engines crawl the pages of
sites and upload them to your database for processing. This generates search
results that you see daily for certain queries. At the same time, search engine
algorithms take into account a huge number of factors that rank sites higher or
lower in search results. Search engines constantly study how users work with
sites, keep track of what information is interesting to visitors and what is
not. The better the site, the higher it is in search. Universal Solz is
Your resource can be a source of
income, but just having a website is not enough. Constant work is needed to
improve it: good design, useful information, work with the structure and code
of the site.
In order for the site to find as
many users as possible, it is necessary to resort to searching engine optimization
(SEO), which includes a huge amount of work with the resource.
SEO (search engine optimization)
is a set of works aimed at improving the visibility of the site in search
engines to increase the growth of positions and traffic to the site.
Search engines upgrade their
algorithms for delivering results, so SEO robots are often modified and
supplemented. Because of this, SEO specialists are constantly learning,
watching for innovations in the search and the emergence of new technologies.
The first search engines are
Windex and Excite. Excite was founded in 1993 by students from Stanford. This
search engine still exists today. At the same time, Windex, created by a
student at MIT, appeared.
The first search engines were
simple. The main parameter evaluating the site was the text and content of
keywords. The more keywords on the page, the more relevant it was considered.
With the advent of Google's PageRank algorithm, sites began to be judged by
credibility, which was calculated based on the link profile of the resource.
The more external links the site had, the higher it was in the Google search
engine rankings. A similar tool for determining the authority of Yandex was TIC
(in 2018 it was replaced by ICS).
SEO specialists simply
manipulated search engine results for their own purposes, so soon search
engines did not give out what users wanted to see. Search engines lost their
relevance, thanks to which the fight against the first SEO methods began, which
continued on the wave of ranking by links until 2012. For many years, Yandex
and Google have been creating new and updating old algorithms. Search engines
have learned to index not only texts, but also meta-descriptions, images,
determine the quality of links, regionality, etc. Assessor evaluations have
appeared - now not only works, but also real people determine the relevance of
the page. The advent of webmaster services has allowed us to collect and
analyze information about resources. What are the filters and manual sanctions
for violating the rules of search engines.
Currently, the methods of
promotion have changed completely. Now the essence of SEO is a comprehensive
approach to improving the quality of the site , which implies compliance with a
large number of ranking factors.
Benefits of SEO
Why is SEO an important part of website promotion? A number of
advantages will answer this question:
The result of SEO work can be
stored for a long time, even after the termination of cooperation with an SEO specialist. But because competitors do not stand still, there is always
someone who has the best site. It is important to analyze the position of
competitors and make adjustments to optimization. What worked yesterday is not
what works tomorrow.
SEO is much lower in price than
many ways to promote and advertise a site. And, after the cessation of
promotion work, the received traffic will be free, while the flow of visitors
from advertising networks ends with the budget.
Search engine optimization can
significantly increase conversions. The increase is largely achieved through SEO work, which includes improving the design, functionality, usability of the
site.
Trust in organic delivery. Users
trust the results of organic search more than contextual advertising - organic
looks more natural and unobtrusive, in contrast to advertising in the eyes of
the user.
Opportunity to earn income. With
a commercial site, everything is clear - ideally, with increasing traffic and
sales growth. Successful information sites can be earned through advertising:
contextual blocks, teasers, banners, affiliate programs, link sales, article
placement, etc. With the help of SEO optimization, information sites attract a
lot of traffic, thus helping the owner to earn.
Affects all search engines. SEO-site
promotion makes the site attractive in the eyes of various search engines. This
does not mean that all existing search engines will have traffic - the share of
traffic is different. Yes, the most popular search engine in Ukraine in 2019 is
Google, followed by Rambler, Yahoo, Bing, DuckDuckGo and all others, but they
have a very small share.
Brand recognition
At high positions of the site,
people will see your resource more often in search engines and hence increases
its memorability and loyalty. Yes, once users who find your site can return,
remember and type the domain in the address bar.
Evaluation of results. Evaluating
search engine results is easy with statistical systems such as Google Analytics
and keyword position monitoring.
Even if the business is
concentrated in one city, there is nothing to prevent attracting customers from
other regions. This can be done, for example, using regional subdomains.
Great semantic core
When compiling the kernel, you
can consider a large number of key phrases to promote. In addition, it can be
constantly expanded by increasing the structure of the site and the emergence
of new products and services. With the right SEO optimization, your site can be
found by related search queries.
Site control. During the work on
SEO-promotion there is a comprehensive and daily control over the site: from
monitoring the hosting to the correctness of orders.
Quality audience. Only those
users who are interested in the product or service posted on your site will get
to your site. With optimization, pages become relevant to search queries.
Types of optimization
In SEO-promotion, you can use
different ways to achieve results. Some are perfectly acceptable, and some are
punishable by search engine sanctions. Yes, there are three types of
optimization, which are named by color: white, gray and black.
White optimization
It includes various works that are allowed by search
engines and meet their recommendations. This type of optimization is also
called natural. In short, it includes the following works:
·
html-code improvement;
·
download speed optimization;
·
improving the design, structure and
functionality of the site;
·
creation of unique and high-quality content;
·
work with internal links;
work with behavioural factors, ie
improving the length of stay of users on the site and the depth of viewing. White
optimization includes a large number of works, which we will discuss below when it comes to internal and external site optimization.
Gray optimization
It uses both white methods and
those that are not recommended by search engines. Example:
work with external links, such as
purchasing SEO links on exchanges, manual placement in catalogues and thematic
portals.
creating content where much
attention is paid to keywords in texts, title, h1 and description, rather than
its content and quality (while the BERT algorithm is not yet fully
operational).
creating satellites (specially
designed sites for traffic) necessary to help the main site to reach the top
search engines, for example, through links to your resource.
Search engines have special
algorithms and filters that fight against the methods of grey search engine
optimization. Such methods should be used carefully and wisely.
Black optimization
The most unscrupulous species
that violates the rules of search engines. Using this method, it is easy to get
a filter from Yandex or Google. Consider ways of black SEO:
Creating doorways with
meaningless content and repeating certain keywords. Created for redirection to
another site.
Cloaking is a method of deception
in which content is displayed that differs depending on whether it is a real
user or a search engine robot.
Placing hidden text with keywords
on the page is not for users, but for robots.
Placing one-pixel links (1x1
pixel links) to increase the credibility of the site (the one to which this
link refers). The link is not visible to visitors, but is indexed by a robot.
Swapping, in which the content is
replaced, after indexing the page. As a result, users see irrelevant content
queries with lots of links. The purpose of swapping is to make a profit by
selling links.
Note: All of these methods are
already very well recognized by search engines. The information is shown
exclusively from the side of history.
Next, consider SEO on the other
hand: what types of SEO-optimization exist according to the characteristics of
the work.
Internal optimization
Internal optimization is all the work that is either done inside the site or aimed at the internal component of the site to improve indexing and better ranking of the site in search engines. Universal Solz is IT consulting firm in the technology field. This is the largest layer of work performed by an SEO specialist. For acquaintance we will consider basic:
·
Selection of the semantic core.
·
Removal of positions on the selected core.
·
Distribution of keywords by pages (clustering).
Technical optimization:
·
Robots.txt file settings.
·
Create or update a sitemap for sitemap.xml
search engines .
·
Search and eliminate errors in the code: errors
in layout, formatting, styles, etc.
·
Eliminate duplicate pages, test pages and blank pages.
·
Check and configure 301 redirects (for example,
from www to without www).
·
Checking and configuring the 404-page:
404-response and the corresponding appearance.
·
Adding semantic micro-markup: contact
information, bread crumbs, goods, etc.
·
Checking and refining the capabilities of the
CMS (for example, the placement of meta tags).
·
Checking the functionality (for example, testing
the page of writing the application) and implementing new functionality (for
example, product filtering).
·
SSL certificate connection.
·
Improvements to pagination pages (elimination of
duplicate texts, unique meta tags, etc.)
·
Checking and refining bread crumbs (for example,
so that the last navigation item refers to itself).
·
Analysis and improvement of site loading speed.
·
Create pages or adjust the structure.
·
Mobile version or adaptive layout.
·
Installation of statistical systems on the site:
Google Analytics , etc. And their settings. Setting goals.
·
Site validation and configuration (SEF URL-CNC).
·
Check or create a site favicon.
·
Search and eliminate "broken" links,
redirects.
·
Search and delete (close with nofollow,
sponsored, ugc) external links. About new attributes.
SEO optimization:
Analysis of competitors to
determine various parameters (eg, site structure, CNC, writing title, description,
h1, texts, finalization of functionality, etc.).
Adding a site to Yandex Webmaster,
Google Search Console and their settings.
Compilation and placement of
title, description, h1.
Checking existing texts for
uniqueness, spelling, punctuation.
Compilation of technical
specifications for texts, writing and placement of content with the correct
HTML-formatting.
Checking and posting regional
contact information on the site, details, maps.
Search for non-glued site
mirrors.
Setting up internal relinking of
the site (for example, from texts).
Image optimization (size, title,
alt, title).
Search and eliminate affiliates.
For large online stores, the
introduction of template optimization for title and description.
Work to improve site usability,
behavioural factors and increase conversions.
Checking and adding commercial
factors: creating promotions, sections with customer reviews, buttons "Buy
in 1 click", articles or news feeds, etc.
External optimization
External optimization is a set of
measures aimed at obtaining quality inbound links to your site. External links
to the site are required to transfer weight (authority) to your resource, as
well as to obtain traffic through the passage of users on the posted links.
It has been noticed that when
conducting contextual advertising simultaneously with digital marketing services, many sites give a
better result than if you used any one tool. This is due to behavioral factors
from advertising. The search engine sees the popularity of the site and how
visitors behave on it and takes this into account. Of course, this applies not
only to contextual advertising, any increase in site traffic (for example,
active site advertising on TV) has a positive effect on SEO. But what if you
have a limited budget and you only need to choose one tool? Consider the pros
and cons of SEO and context as the main competitors.
Comments
Post a Comment