What is SEO promotion. SEO promotion. How search works

Hello, dear readers of the blog site. Today I want to talk about what is SEO, show with a specific example of your blog how SEO optimization (external and internal) can literally work wonders in website promotion and answer the question why you should never neglect Search Engine Optimization.

In fact, although this article is addressed primarily to novice webmasters, from my own experience I can judge that many established webmasters simply neglect SEO promotion and do not even try to understand its essence, as if embarrassed to look biased in the eyes of their readers. Nonsense. I'm in my first year didn't do Seo In general, I thought that was the way it should be.

There is a very hackneyed phrase that for some reason has become a dogma for many - write articles for people and success will not keep you waiting. Yes, it is certainly a fundamental pillar of the successful development of an Internet project, but it is far from the only one and certainly not sufficient. When I started doing internal optimization the summer before last, my blog traffic doubled in half a year (to about 5,000). Impressive, right?

SEO - what is it, how does it affect promotion?

But when at the beginning of this summer I seriously began building up link mass, the site’s traffic again doubled in six months (to about 10,000). Even I myself was impressed. Well, yes, I had to stain myself with SEO optimization of texts, buying links, etc. things, but there is a result. Do you think that all this is exaggerated and far-fetched? But no.

There is a solution, and it was proposed by search engine developers (read about it). They created platforms (something similar to exchanges) where the user could find resources that answered the question he asked. But this solution has some limitations. Only those resources that were able to get to its first page (the so-called top 10). This means that sooner or later a squabble will begin for a place in the Top 10, and this squabble has begun.

The main weapon in the fight for a place in the sun has become the notorious Seo (from the English Search Engine Optimization). By and large, this is the art of getting on the first page of Yandex or Google for something you are interested in. Search engines still cannot offer any solution that allows sites that are in the search results significantly lower than the 10th position to receive at least a drop from the number of those visitors who enter a question of interest to them in the search engine.

In fact, it turns out that there is no life beyond the Top 10. Therefore, the fight is not a joke and any SEO optimization methods that can tip the balance in one’s favor must be used. In general, the situation is very similar to how it was depicted in the title picture in the article about:

Now about why search engines don't like SEO. Do you know? There are probably several reasons. If you have read the article about relevance and ranking, then you probably understand that optimizers, with their artificial boost, significantly distort and worsen the quality of search engine results. But at the very least, search engines have learned to deal with this problem using the behavioral factors I already mentioned at the beginning of the article (projects with bad content in the Top 10 can no longer stay in the Top 10, at least not for long).

But SEO is not only a technology, but also a huge business. Do you know how much the leading companies in this industry will earn? In total, I think, hundreds of millions of dollars, which is quite comparable to the income of Yandex. How, you didn’t know that search engines are extremely profitable and extremely profitable enterprises? Well, now you know. Yandex also makes money by displaying contextual advertising (and Adwords).

Who orders advertising from search engines? Most of them are owners of commercial resources to attract visitors. And the whole point is that both of these businesses (contextual advertising and the provision of SEO promotion services) are competitive with each other. Judge for yourself. If you are the owner of a commercial website, you can get to the first page of search engine results in two ways:

1. Order SEO optimization and promotion service, and then be among the ten most relevant resources to the request in the search results (get into the Top 10 or, in other words, in the organic results)
2. Pay money to Yandex or Google so that your ad is shown for the same request on the same first page of search results

If SEO technologies did not exist or they were not so effective, then search engines alone would receive all the profits, and so they lose on those clients who preferred promotion to the Top 10 of organic results over contextual advertising. Actually, I wrote about this in some detail in an article about, and gave a pretty clear screenshot there:

Those. you must understand that SEO really works and not using it would be a big mistake. Your potential readers who cannot find your wonderful website through Yandex or Google will not forgive you for this. It’s not enough to create a good project with unique and necessary content; it must be promoted to the Top 10 for at least a number of not very frequent queries in order to begin to attract the attention of readers.

SEO optimization and promotion - why is it necessary?

Do you think you can get by with the issue? attracting visitors without optimization? It is possible that for some queries you will get to the Top without effort, but for a huge mass of queries you will remain in the invisible zone for your potential readers (in the article about I talked about how to assess the visibility of your resource on the Internet), even no matter what your content will be good. Until search engines become perfect, you will lose potential audience by neglecting SEO technologies.

You can say that this is not the only way websites live. After all, there are also social networks Facebook, VKontakte, microblogging service Twitter, etc. things (thematic social networks, for example, or all the same). I hasten to disappoint you, because promotion in these social networks is not as easy as it seems at first glance, and also very expensive.

No, of course, there are ways to get traffic besides search traffic, and I have already written about this in some detail in the article. But all this works within very limited limits. You alone will not be able to create so many announcements and show such incredible activity to attract thousands of visitors in this way. You simply won’t have time to write quality articles.

See for yourself. When I made the most of all non-SEO-related ways to attract visitors, I only received an increase of a few hundred people per day. Well, some will say that this is already a lot, but keep in mind that it took me a fair amount of time and got boring very quickly. Yes, you will curse everything after a couple of months of such a life.

What can I say in favor of SEO optimization and promotion? What can I say? Look at the sources from which visitors come to my blog. Let's first look at the traffic per day from search engines:

Quite a lot, even more than the 10,000 stated at the beginning of the article. As one would expect, the bulk of visitors come from two giants - Yandex and Google. Most of these visitors found my blog in search results only thanks to internal and external optimization.

While the total number of visitors to my blog during the same day amounted to a slightly larger figure:

Thus, if I neglected SEO promotion in general, it would only be five percent of the current one. Isn't this an argument in favor of search engine promotion and proof of its effectiveness? It seems to me that with beliefs about the need learn to please search engines You can finish and move on to specifics.

No, we need to talk a little more about how it happened that some manipulations with the site (internal SEO optimization) or placing links incoming from other resources (external) can influence the ranking. Well, everything is quite simple here.

Search engines process hundreds of millions of user requests a day and for each of them they must provide a relevant list of sites from the Internet. There is no way to do this manually, so this honorable duty is performed by robots (programs). Well, a robot can always be misled. Remember how Yandex explained the work of its Matrixnet using apples as an example?

The robot cannot taste apples, but it can evaluate them based on hundreds of other parameters. Apples are tasted by specially trained people - assessors. They make their verdict after tasting a small number of apples, and the robot comprehensively studies them and, based on the accumulated data, will then be able to distinguish the wheat from the chaff. And what does Seo have to do with it?

And optimizers are just trying to find those very points of influence, by pressing on which they can improve the ranking of their project (climb to the Top 10). If the ranking robot relies on several hundred parameters, then by influencing at least some of them, you can significantly improve the promotion of your site. This means moving towards the first place in search results for the desired query.

Once again, I would like to draw your attention to the fact that now there is practically no slag in the Top 10, or it does not stay there for a long time. But there are much more than 10 good sites and therefore there is a struggle for the Top, the main weapon in which is SEO in all its glory. If you do not participate in this struggle, then you will not get a place in the sun. I think this idea should be clear to you, at least for now.

What factors do modern SEO optimizers take into account?

Now let's get down to specifics. Typically, promotion methods are divided into three groups:

1. Internal optimization of text, headings, meta tags, removal of duplicate content, etc.
2. External SEO - getting incoming links to your website using free and paid methods
3. Usability and content quality - to obtain adequate user behavior on your resource and in search engine results, which will be typical for your topic

The first two groups of factors are aimed at attracting the maximum number of visitors from search engines (due to promotion to the Top 10 for the necessary queries), but the third group of SEO factors is aimed at maintaining the positions gained.

In fact, it is the third that is the most labor-intensive to ensure. You need to have materials that are truly useful and interesting to the user, the creation of which will require you to spend a huge amount of your personal time. Remember that now only unique content is important, but not . For this, search engines may impose sanctions in the form of a filter or a ban.

I have already written a lot and in detail on the topic of SEO, and therefore now I will try to systematize it all and provide links to detailed materials where these issues are covered with all the nuances and details:

1. In one of the articles I described. Be sure to read them, because this is the basis for understanding Search Engine Optimization. Here you also need to take into account that the words “promotion” and “ranking” have approximately equal meaning. For search engines, this is ranking, and for SEO optimizers, this is promotion.
2. In another publication I gave examples of those excesses in optimization, for which sanctions may be imposed by Yandex and Google -. I have already mentioned that Seo is not always white and fluffy, and the main thing here is to clearly see the line beyond which you cannot cross. Therefore, be sure to read these warnings.

It is also very important to understand that your site is evaluated by a robot, not a person (if your relatives like it, this does not mean that Yandex will like it). The robot sees him in a slightly different light ( HTML code, text, robots.txt directives, sitemap in xml format, etc.), but he can judge usability and beauty only by the behavior of users on your Internet project.

Your resource, in addition to good SEO optimization, should answer certain(duplicate pages, correct ones, etc.). Have you ever thought about the correct formation of addresses on your website? Have you configured it from WWW to without WWW (or vice versa)? monitor? Occasional unavailability can ruin all your efforts.

Be sure to add your site to the webmaster panel from and not only to monitor the success of your optimization, but also to immediately find out about any problems that arise technical problems on your website. remember to check? Are you all right? After all, this is now one of the many SEO factors that is taken into account when ranking.

Internal SEO. Do you create an approximate estimate before writing an article? "For what?" - you ask me. Probably, in order not to work blindly and not to write on a topic that is not interesting to anyone in RuNet. How can you find out what is interesting to RuNet users? Elementary! And it will help you with this.



Another very important factor in internal SEO optimization is the implementation of linking, not with plugins and extensions, but with contextual links from the body of articles (as, for example, in this publication). Do you know why it is needed? Yes, just this way you can save a lot on buying links.

3. There are also a number of events that can also be classified as SEO promotion. may be needed at the initial stage of project development, to speed up its discovery by these same search engines. When your project gains some weight and authority, you can try other trust directories, which can give some additional impetus to your project entering the Top ().
4. There are ones that have not yet been burned in public, but they are already worth money and there is a high probability that they will deceive you and slip you bullshit. At the link below you will find my offer, where everything is without deception and free.
5. Exchanging links with other resources can also bring you some benefit in SEO promotion, but you need to be careful here, because search engines do not approve of exchanges. I only exchanged backlinks from articles and only with a limited number of sites (a couple of dozen). Now my exchange limit has already been reached.
6. Next follow paid ways to improve off-page optimization, but simply - buying links. I don’t advise you to shop in Sapa and Blogun, because they are pure slag with rare inclusions of diamonds. It is better, in my opinion, to purchase eternal links for your project, for which you will pay once. In the long run they will be more profitable:
   • Miralinks— you offer webmasters a ready-made article in which you have added backlinks to the pages of your resource. The best, but rather expensive way of external SEO optimization, because in addition to posting an article, you will also have to pay for its writing (or spend time on it). Just above I provided a link to my article, where I shared the tricks for working with this exchange.
   • Gogetlinks- probably the best way to carry out external SEO optimization. In the settings of this exchange, you can set placement only in new articles, thereby making such backlinks as natural as possible.
   • GetGoodLinks is practically the same as in the previous paragraph, but the sites there are selected based on their size, which are important for promotion in Google ( and ).
   • RotaPost— here I buy not only links from blogs, but also from . Read more about this in the article about.
7. There are also ways of external SEO optimization - running through directories, site grids, etc. I had a little experience with this, but, by and large, it’s better not to get involved.

It seems like he told me everything. Good luck with your promotion and promotion. The main thing is not to overdo it.

Good luck to you! See you soon on the pages of the blog site

You might be interested

SEO terminology, acronyms and jargon
How keywords affect website promotion in search engines
Keywords in text and headings
What search engine optimization factors affect website promotion and to what extent?
Methods for optimizing content and taking into account the theme of the site during link promotion to minimize costs
Accounting for language morphology and other problems to be solved search engines, as well as the difference between HF, MF and LF requests Features of online store promotion
Internal optimization - keyword selection, nausea check, optimal Title, content duplication and linking under LF

SEO stands for Search Engine Optimization, which translated means Search Engine Optimization. We remove all unnecessary things and get a popular term - SEO optimization, which logically means “search engine optimization optimization” (yes, twice). But what difference does it make what is called what, right? If there are statistics for an SEO optimization query (or even a completely strange SEO optimization), then we will write about subj. So, let's try again.

SEO optimization: what is it?

SEO website optimization (search engine optimization) is one of ways to promote a website, the purpose of which is to improve the site’s position in the list of search results for certain key queries. The position in the search results list is determined by the relevance of the document (website page). That is, the more accurately (more relevant) a site page answers the question posed, the higher it is in the search results. So, to answer the request, it is enough to optimize the landing page for the search query? If only it were that simple! First, let's figure it out.

Relevance: what is it? (definition)

Relevance— the degree of correspondence of the site page to the entered search query. Essentially, page relevance evaluates the degree of usefulness of the answer (website page) to the question posed (search query). The more adequate(relevant) the answer, the higher the site page will appear in the search results for the query.

SEO website optimization

Site page relevance is assessed by . Compliance with these factors is the main task of search engine optimization. That is, SEO website optimization is the optimization of website pages in order to increase the relevance of each page to the corresponding search query.

Since page relevance is calculated based on a combination of factors, it is logical to assume that optimizing each factor will affect the relevance of the entire page. Hence: SEO website optimization is a set of optimization measures each page element in order to increase the relevance of the entire site page.

SEO texts, pictures, links

If you are reading ours, then you have definitely seen the article. In it, we examined in detail the main internal SEO factors that affect the relevance of a page. However, in addition to internal factors (on-page search engine optimization), there are also external SEO factors (external search engine optimization). External factors can greatly influence the relevance of a document, thanks to such concepts as “site page weight” and “site citation”.

It is worth saying that this is an internal factor of search engine optimization SEO, however, in this context, it is considered as an external factor for the page, and not for the entire site. A purely external factor is the site’s citation rate. We will look into the external factors of website search engine optimization in a separate article.

By using links correctly, you can transfer some of the weight of several pages to one, thereby increasing its relevance. To do this, it is necessary to organize a logical link structure of pages. This will help avoid “page gluing” and clearly delineate which page responds to which request. Each page on the site should be optimized for its own unique query so as not to compete with other pages for similar key queries.

SEO page optimization

Carrying out SEO optimization of the site, It is necessary to clearly present each page of the site in its place. What request will the page be optimized for, and how will it be connected to other pages. Creating a logical link structure for a site is the most important part. For this reason, SEO page optimization must be carried out in strict accordance with the general logic of all pages of the site.

From an SEO point of view, a website is a collection of pages united by one topic. All site pages and the content of these pages must be structured in such a way that each page has an exact match to its request. SEO optimization of each page of the site, in linking with other pages, will give excellent results and correct SEO optimized website.

Hello, dear friends!

Judging by yesterday's and today's lessons, this week can be called a “discovery”. After all, today we are talking about what it is. Surely, many of you know very little about SEO, but whatever, I myself only understood the full meaning of this abbreviation a few months ago. And this, by the way, is an integral part of online sales.

Let's start with the definition of SEO:

SEO (Search Engine Optimization) is external and internal website optimization aimed at improving its position in search engines for user queries.

The phrase “search engine promotion” contains enormous commercial potential. If you promote your site to the TOP-3, you will receive a large number of orders (well, at least the maximum for your niche). True, no matter how rosy everything looks, it is very difficult to promote a site to the TOP-3 for tasty queries.

In addition, effective promotion is not free. Someone will have to spend a lot of money to get at least into the TOP 10. But when the result is achieved, all costs will pay off in one fell swoop. Now let's talk in more detail about the stages of SEO promotion.

Stages of search engine promotion

Search engine promotion can be divided into several stages:

1. . The semantic core is a kind of base, the basis for your website. What does working with the semantic core mean? , based on the topic of your niche. That is, at this stage, interest in your topic on the part of users is assessed and a list of requests is formed for which promotion will take place;
2. . This is a very broad topic that will take a lot of time to study. At this stage, you need to start writing and (articles written according to all SEO rules), do (internal link exchange), check the validity of the site code (how correctly the code is written). We will look at internal optimization in more detail in the following lessons;
3. External optimization. Further you can already from other sites. You pay money (usually not much) to the owner of a site, and he places a link to your site on it. Thus, more is achieved in the eyes of the search robot, which means that positions in search results will increase. In this matter, the main thing is not to overdo it, otherwise you can grab the filter and screw everything up. You can, of course, not purchase, but simply post links on thematic forums and question-answer sites ([email protected]), but this is long and tedious;

Each stage requires special attention to all details, even the smallest. After all, SEO is a complex work.

Promotion methods

To talk in more detail about what SEO promotion is, I want to mention promotion methods. Remember, in the lesson about I talked about white and black methods of promotion. It’s the same in SEO: there are both legal and illegal ones.

Black methods include:

• Creation of a doorway website. This is a small, simple website with two or three pages. Its purpose: to redirect the visitor to the main site. I don’t understand how such sites can help, but they exist. Search engines (SEs) have long learned to recognize them;
• Cloaking. An interesting name, of course. The essence of the method is to show different versions of the text to the search robot and visitors;
• Linkators are programs that allow you to automatically exchange links and articles;

PS know how to deal with sites promoted in such ways and do it very simply. So DO NOT use them!!! You can get a filter that is very difficult to get out of.

White methods:

• Unique content (). This phrase means writing unique articles and texts in accordance with all SEO rules, which we will look at very soon. PSs really value sites with unique content and rank them very high in search results;
• High-quality link mass. Recently, attention to links that are bought by sites has become special. Anything that goes wrong means an immediate downgrade of positions. Therefore, purchasing links should be done very carefully;
• Good website usability also affects rankings.

In general, PSs are very fond of sites for people and willingly raise them to the top. For this reason, it is important to improve your website, which is what we will do in the near future.

SEO (search engine optimization), or search engine optimization, is an effort to improve landing page positions for certain queries. Simply put, these are methods that allow you to achieve more visitors (traffic) from search engines in order to increase the profitability of your business. There are many techniques with which you can promote your page on the Internet. This article will discuss only the basic concepts of SEO promotion.

How do search engines work?

Any search engine evaluates many parameters when determining relevance (i.e., the degree to which it matches the query entered by the user).

Modern search engines are able to conduct a detailed semantic analysis of content, determine the density of keywords in order to weed out sites that are difficult to understand. Therefore you need to be careful here. At optimal frequency, the number of keywords is 5-6% of the total text. Actually, “nausea,” or excessive density of key expressions, is one of the biggest problems in search engine optimization of resource texts. The indicator of nausea (classical, academic) can be found using many free services - for example, Advego.

Novice optimizers can use free tools from Yandex and Google - Wordstat and Adwords. Here you should stick to the golden mean. High-frequency keywords mean increased traffic along with high competition, but at the same time, rarely searched phrases are unlikely to bring many people to you. Therefore, the optimal choice is mid-frequency key expressions.

Mid-frequency requests for the combination of “underfloor heating”. The frame highlights similar high-frequency queries “warm floor”, “electric floor”, “water floor” - it is better not to promote them

By and large, the main keyword of a landing page is its title. It is he who makes it clear to both users and search robots what kind of information is presented on the landing page. Speaking of the title, it is important to make it as specific as possible - after all. If you don't offer a revolutionary product, you probably have a lot of competitors. Therefore, a vague title lowers your chances of ranking TOP online. Be specific - for example, instead of “We sell used cars,” you can write “We know everything about how to safely buy a used car in Izhevsk.”

If you want to quickly optimize your landing page, you can use the search bar - before pressing “Enter”, the system will offer the most popular query options:

But still, statistical tools are more reliable, because the results of modern search engines. An important rule is to use keywords in headings at all levels. This will help with indexing.

Let's return to the occurrences of expressions and the text of landing pages. Remember the main rule - if there are too many keywords, this is a problem that will affect search rankings. If there are few of them or none at all, the situation is similar. Look for a middle ground.

IC/TIC

This abbreviation comes from the world of science. The weight of a certain work - article, monograph, study - is determined by the number of references to the name of the scientist and the work itself in authoritative sources. Again, the links of an important thematic publication and an entertaining brochure have different weights. Search engines have also integrated a similar principle.

Citation Index (CI)— an indicator based on the level of trust (trust) of sites linking to the resource. This is the oldest parameter considered by search engines, although it still plays an important role in optimization. It is also important that the referring resource belongs to the topic of the promoted business.

Agree, it’s strange when an online homemade soap store promotes an ornithology blog. The degree of trust along with relevance is measured by the level thematic citation index (TIC), thanks to which the “authority” of sites is formed, taking into account the quality of links from other resources.

In Yandex, the indicator is called the “weight” of the link. To calculate it, a specialized algorithm is used, which is constantly being improved. If you want to add weight to your landing pages, it is important to understand: although the links slightly determine the TIC, it itself is formed from a certain total value of the weights of the links. The proximity in subject matter of the page and the resources linking to it is also very important.

Content

Content is everything to us. Literally. Everything that you offer the user, you want to tell him or show him. One of the main roles here, of course, is played by the text. This includes all text material of the resource: title, subtitle, block with advantages, company history, customer reviews, and so on.

Take this aspect seriously: create competent, interesting content interspersed with relevant keywords. It is important to come up with a catchy, attention-grabbing title that, again, contains key phrases. Landing page design is also very important. The user should be able to skim through it, isolating the most important things from subheadings, lists, paragraphs, tables and other things. The information should be easy to read—few people will be able to read a “sheet” of text on the entire screen, almost without paragraphs or any illustrations. But at the same time, a design oversaturated with images and headings is not always the best solution:

The uniqueness of the content, which is also an integral attribute of the selling page, deserves a separate discussion. Simply copying competitors' landing pages will only bring losses - systems easily recognize plagiarism, so there is a risk of ending up at the very bottom of the search results. It is clear that such SEO promotion is extremely ineffective. Rewriting, that is, rewriting other people’s materials in other words, is a good solution for the first time, but it’s still better to invest in .

There is also the concept of “user-generated” content: reviews, reviews, recommendations, reviews. The main thing is that they are not fictitious - only in this case will you gain the trust of your audience on the Internet.

Meta tags

Meta tags are HTML elements designed to provide structured data about a web page. Meta tags perform a number of functions, such as:

• determining the authorship of the page, the number of updates, its address;
• title indexing;
• displaying page content.

Speaking about SEO optimization, special attention should be paid to the following tags: