SEO (Search Engine Optimization, programme Optimization) could be a comprehensive development and promotion of a web site to succeed in the primary positions in computer program results (SERPs) for selected queries so as to extend traffic and further generate income.
The higher the ranking of the site in the search results, the more users go to it.
increasing the compliance of pages with search queries (relevance),
optimization of structure and content,
improvement of commercial factors,
optimization of the page code,
building up external factors of the resource's 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 have the most weight. By acting on them, you can improve the position of key queries in search results.
User behaviour, user-friendliness and site loading speed are critical to the promotion results. With the development and complication of algorithms, the importance of the above factors is steadily increasing, which ultimately makes the search results of higher quality. Search engines strive to deliver the most useful material to a user's request. Therefore, resource owners need to publish content that is most interesting to its audience.
How is SEO evolving?
Inception
Reference period
Era Matrixnet
Unreferenced period
Modern SEO
What is Search results today?
Let's figure out what the search results are on the example of Yandex. We entered the general query "Samsung Galaxy J5 smartphone" and got 117 million results. What we see in the search results:
1 / Block of contextual advertising Yandex.Direct. Ads are selected according to the user's queries and are very similar to natural search results. However, these are paid ads.
2 / Added block of product offers from Yandex.Market.
3 / Organic SERP - User search results and main traffic source.
4 / Additional options for optimizing snippets in search. The example shows the micro-markup of product reviews, as well as Yandex's program to improve the appearance of snippets - "Products and Prices".
5 / Added block with search results by images allows you to attract additional traffic. All images on the promoted Internet resource also need optimization.
6 / Region to search for. Regional factors are important in driving geo-dependent queries.
Website optimization
or how does SEO work?
what does SEO optimization consist of
Search engines are constantly striving to improve the quality of the 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 attraction of natural links.
The work is divided into two subtypes: internal and external optimization.
.Internal optimization
.Internal optimization actions improve the site and have a direct impact on its site position or ranking. The works are divided into:
compilation of a semantic core (selection of keywords for which the resource is planned to be promoted);
improvement of the internal structure of the resource (CNC, Robots.txt, sitemap);
elimination of technical errors (duplicate pages, broken links, increase in site loading speed);
continuous improvement of the usability of the resource (convenience for users);
increasing the relevance of pages (compliance with the user's request);
optimization of images;
.implementation of internal linking.
Internal optimization is the most time-consuming work, it must be done constantly. The success of your project depends on internal optimization as a whole.
The site should be of high quality, fast, user-friendly and fully provide the information for which they came to you.
External optimization
External optimization is link building, i.e. getting links to your site from other resources.
In the context of a tougher struggle of search engines with links, the main problem is the selection of a good donor site. The best result is given by links from trust thematic non-spam sites.
In the process of external optimization, a list of "donors" is formed, the texts of links and the near-link environment are developed, after which they are placed.
To build a natural and high-quality link mass, use link acquisition methods that do not contradict the rules, for example:
.constant publication of new information and interesting materials or any knowledge that users will share;
registration in search engines and catalogues;
exchange links with popular and high-quality resources;
placement of press releases;
activity on forums and blogs.
.The optimization process also includes competitive analysis to understand what the site lacks for growth.
Optimization types
SEO specialists conditionally divide optimization methods into white, grey and black depending on whether the rules of the search engines are followed. Any of the methods involve the use of techniques that directly or indirectly affect
to work robots.
White optimization - working on a resource without using officially prohibited promotion methods that could affect search algorithms.
Gray methods are not officially banned, but their use can be regarded as an unnatural increase in popularity. Some search engines block these sites.
Black optimization includes methods that contradict the rules. The risk of falling under the filters and sanctions of search engines is very high.
Any SEO involves the use of techniques that directly or indirectly affect the work of robots. However, "white" SEOs and marketers do not break the rules of the game. They follow the search engines' recommendations for building good websites and optimizing them. The information is publicly available in Yandex. Help and the Google Search Console Help Center.
Comparison - SEO and PPC advertising
You can promote sites on the Internet in order to increase the traffic of the resource in different ways, for example, using contextual media advertising, or social networks, PR activities, crowd marketing. The choice of promotion method depends on the type of project, goals and budget of the owner. But SEO is rightfully considered the basis of promotion.
Traditionally, search engine optimization is the most reliable and promising method. Since in the process of work the site is comprehensively developed and improved. If your site is ranked high for a popular keyword, new visitors will constantly come to it. As practice shows, organic traffic is the most converting. Investing in SEO will definitely pay off.
Let's compare SEO to its main competitor, contextual advertising (PPC).
SEO PPC
- The result is delayed in time + Instant result
+ The volume of attracted traffic does not depend on the budget - Payment for the transition
- Corrections of work take time + The ability to quickly make changes to the advertising campaign
+ Long-term effect, organic traffic continues to flow even after the end of the work - When the advertising campaign stops, the flow of customers stops
+ Natural growth of the list of requests without increasing the budget for promotion due to occurrences in the texts - The growth of the list of requests for which traffic is being attracted increases costs
- Lack of guarantees of stability of positions on requests + Fixed positions
In fact, SEO and PPC address different challenges. Their joint use gives a synergistic effect: it increases visibility due to behavioural factors, allows you to quickly resist negative information background and manage your reputation, test changes, identify the most conversion keywords, levels the seasonal decline in sales, and much more. As a result, SEO is used as the main method of attracting targeted traffic, and all the rest are used as supporting secondary ones.
SEO tools
Under the current conditions of competition and the complexity of the market in promotion, one cannot do without the use of programs and assistance services. The most popular are:
KeyCollector is a paid program for creating a semantic core. There are no complete free analogues. You can use the kg.ppc-panel.ru service to group requests. To collect semantics by domain - beta.bukvarix.com.
Screaming Frog SEO Spider is a paid desktop crawler. Xenu is a free analogue, but with limited functionality.
Advego Plagiatus, Etxt Antiplagiat - free services for checking the uniqueness of the text.
Semrush.com is a paid service for competing for research. A conditionally free analogue is ru.majestic.com.
Serpstat.com is a paid multifunctional service that allows you to monitor positions, analyze backlinks, key phrases, audit a site, and analyze competitors. There are no analogues for working with Yandex.
Ahrefs.com is a paid external link analysis service.
Checktrust.ru is a service for checking the trust of the site and assessing the quality of the link mass. It can be used to evaluate the link mass of competitors.
Linkpad.ru is a service for analyzing competitors' links.
Xtool.ru is a service for checking the trust of sites and pages in Yandex, analysis of numerous SEO parameters.
Whoishostingthis.com is a hosting checker service.
Builtwith.com - the service shows the main technical characteristics of the Internet resource.
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Conclusion
SEO has been the primary way to drive traffic to a website since the inception of search engines. Claims that it will disappear began to appear at the beginning of its development - since 1997. However, at every stage of its existence, SEO is changing, adjusting to new ranking algorithms, filters and factors. Search engine optimization will be in demand as long as people are looking for information on the web.
If you wish, you can independently immerse yourself in the study of the rules of search engines and Internet marketing. Keep track of the latest news and industry trends, constantly update your knowledge. But, if you do not have time for this, the SEO.RU team is always ready to offer high-quality assistance. SEO promotion price starts at 49,500 rubles. per month depending on the selected tariff plan.
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