Search Engine Optimization (SEO)
Search engine optimization is the process of working on the site, its external and internal factors affecting the ranking (sorting) in search engines – structure, content, code, links to the site – in order to increase the relevancy of the resource to users’ search queries, increase the level of trust in the site search engines and, accordingly, increase the position of the site in search results – to attract visitors (potential buyers). SEO professionals need to understand the algorithms of the search engines – indexing of content, search and ranking of sites, as well as how the user searches for what he needs – what he types in the search.
SEO – search engine optimization
(search engine optimization, search engine optimization / machines)
a process where the structure of a website, page settings and content are set up in such a way that search engines encourage the site: indexed and placed on the top of the search results.
Search results on request
the result of the query (the response to the query) of the user in the search engine – the list of pages of the sites corresponding (relevant) to the user’s request – in terms of the search engine algorithm. Sorted in descending order of relevance.
For example, the user types queries: “official university website” or “university entrant” , or “universities of the Far East,” and the search engine provides a list of relevant pages, with the first places are pages (sites) that match the user’s request with a higher degree .
The intrigue of the situation is as follows: most users only look at the top ten of the query results, and then do not look at the 10th position in the search list at all. The reasons are simple: on the first page there are 10 results of search results , and among this first ten, in most cases there is “what is necessary”, and getting “what you need” – very few people want to waste time and go to the next page to dig farther.
Thus, that would be a significant number of users interested in information and not yet knowing about your site – went to the site, it is necessary that this site for those requests that are tying users, fell into the position “as high as possible” in the search engine results ( the first page of the results, which corresponds to the top ten of the list).
Search engine (machine)
A site that accepts users’ queries and issues a result on them – a list of Internet links corresponding to requests – to some extent. The list is sorted by the degree of matching the query in descending order.
To produce the result, the search engine reads everything that it can find, sites on the Internet, by navigating through all links on all sites, as well as by clicking on links in its site registration database. Then it processes their information (filters, structures, sorts, packs, etc.) and writes them to its repository. Internet sites are read regularly using a search robot, with a period of several days to several weeks – depending on the level of development of the search engine, site parameters and its availability.
Search robot
The program of a search engine that reads the contents of all sites on the Internet, information about which it is available. The more often a robot visits a site, the shorter the time interval between the appearance of new materials on the site and their appearance in the results of the SERP.
Having received the user’s request, the search engine in its repository – among many millions and billions of pages of sites – finds those that match the query, sorts them according to the degree of compliance with the request, according to one known algorithm, whose goal is to weed out spamming and unsafe content, objectively sort and give first – the best results. Then it returns to the user the list of pages pages sorted by the degree of correspondence to the request, which is the result of the search output.
Search engine optimization is one of the keys to the activity of web marketing, which helps attract visitors (potential buyers) to the site . SEO takes into account the work of search engines and how users search. Site optimization includes editing content, site code and organizing the interaction of the site with other sites – in order to increase the relevance of the site for specific user requests, as well as remove obstacles to indexing and create conditions for the most frequent and fast indexing by search robots.
Black and White search engine optimization
As in any activity, in SEO there are several approaches to promotion in the search engines and, accordingly, attracting visitors. Methods that are acceptable from the perspective of search engines are called white optimization methods.
There are also methods that are not welcome by search engines (they allow the achievement of the goal by the method of deception), and for which the search engines can impose sanctions on the site. Such optimization methods are called black.
Spamdexing is a complex of illegitimate techniques aimed at deceiving the search engine. Sometimes such measures are called unprofessional and illegal, but since this is not reflected in laws, and black optimization has become almost a profession and is being perfected, it is more correct to say about them – incorrect ones. Spamdexing is used, because so often it is faster and easier, but this way often breaks off before reaching the goal. The webmaster can allow spamming unintentionally, by inexperience, but the search engine will recognize it and impose sanctions on the site.
Black methods of optimization include such methods as:
- • cloaking (user site shows one content, and the search robot another);
- • doorways – pages for redirecting traffic;
- • use of invisible content visible to the user, but visible to the search robot;
- • Search spam, referral spam;
- • creating meta tags with inappropriate keywords;
- • creating content with redundant keywords;
- • Incorrect use of headers;
- • link bombing – placing a link to a web page, the anchor of which does not correspond to the document. The most striking example – on request in Google “a miserable loser,” in the first place was the site of President George W. Bush. This is the result of link bombing.Link Bombing is used by both ordinary users and professional optimizer – in the struggle for first place in highly competitive inquiries.
- other methods that fall under the sanction of search engines.
Search engines can skip a one-time violation, but the constant use of black methods will necessarily be revealed. The measure of restraint is usually ban.
Black methods of website promotion completely changed the interaction of the site and the search engine. They littered the network and hampered the search engines. If previously their task was to determine the content of the content to the request, now the search engine should filter the sites, separating the garbage and spam from the white content. Now the site still needs to prove its legitimacy and to win the trust of the search engine, so-called “white catalogs of sites” are created, as well as catalogs with even more stringent requirements to the sites located in them are directories of ” trust sites ” – those that enjoy the trust of search engines systems and users. We need new algorithms based on which the sites are selected. These algorithms are constantly changing to be one step ahead of those who try to deceive them.
When creating a resource on the Internet, you need to evaluate which audience will be its visitors, and where users will come from. Creation of sites only on the principle of SOM, can worsen their indexing by search robots, the result is a failure in the positions of search results, i.e. visitors – potential buyers will pass you by. The best choice is to design the site so that it would be convenient for him to work with both users and search robots. In this case, there is no way to do without SEO. In the modern electronic world, Internet services for the provision of goods and services are increasingly spreading. It is highly desirable for such resources that the interested user himself finds their site and becomes their client.
And in this case, the application of search engine optimization depends:
- who gets the client – work and profit
- and who – visitors – potential customers will pass by.
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