Why some sites, being interesting, do not gain visitors, while others, on the contrary, attract the attention of thousands and millions of people? In fact, there is little room for accidents. On the site, as on any project, you need to work. And this implies not only filling the resource with interesting content, but also promoting it, improving positions in search results. This is what SEO is called.
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How does SEO stand for?
Literally, the abbreviation stands for Search Engine Optimization, or simply “search engine optimization”.
What is SEO and how is it different from CEO?
SEO is a set of specific actions to develop a site and bring it to the first positions for selected queries. This will directly affect the traffic of the resource, which in the long term can increase profitability.
SEO makes the pages as relevant as possible to the selected search queries by improving the structure of the site and its content, as well as the code itself. Each search engine has its own approach to ranking results. Many factors are taken into account, and the final formula, albeit openly and not advertised, is basically clear to specialists. They understand what it is in the site that attracts the attention of search engines, and what is better to get rid of. Great attention is paid to user-friendly interface, site loading speed and user behavior on it (internal optimization). If the information “catches” users, and they are on the resource for a long time, then its value grows. After all, the search engine tries to give people the most interesting and useful information for them. External website optimization is based on the number of its mentions on the network. If your resource is constantly referenced, then it is interesting.
Many people often confuse the meanings of the abbreviations SEO and CEO, which are pronounced the same in Russian – “SEO”:
SEO – Search Engine Optimization, or simply “search engine optimization” on the Internet.
CEO – Chief Executive Officer or “executive director” (detail).
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The history of SEO
SEO appeared in the mid-1990s as a tool for website development in the context of the emergence and use of search engines. At first, they just looked for the right words in the text of the pages. In 1998, Google introduced an algorithm for calculating the importance of a page – PR (PageRank), and in 1999 Yandex introduced its own approach – TIC (Topical Citation Index). Clear rules gave an impetus to the development of SEO. The first agencies appeared that optimized and promoted any sites, including through automatic promotion and scripts. In 2009, search engines started using machine learning algorithms, which made SEO more challenging and creative. And in 2012-2014 Yandex began to struggle with low-quality numerous links, one of the main promotion tools. SEO companies have begun to delve deeper into the principles of ranking, trying new strategies and models. Gradually, experts came to the conclusion that the main tool for website promotion is its development. It is worth investing in improving content, services, design. In total, up to 800 factors for evaluating the site are described, whose weight, moreover, is constantly changing.
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Who is an SEO Specialist?
Website promotion is carried out by SEO specialists. This is a fairly young, demanded and promising profession. It depends on the qualities of the optimizer, which position in the search results will be the site. An SEO specialist must first analyze the site and compare it with competitors, develop an optimization plan and determine the required budget. It is required to form a semantic core and give an assignment to copywriters. Analyzing results and monitoring changes in search engine algorithms are also part of the work of an SEO specialist. The range of issues is quite extensive, but its boundaries are blurred. It is no coincidence that some customers require a specialist to work on contextual advertising, content filling, etc.
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Types of SEO optimization (white, gray, black)
When promoting a website, it is possible to use several types of SEO optimization.
“White” provides for the use of only permitted promotion methods, without trying to directly influence the operation of the search engine algorithm. This can be working on content, writing reviews, using social networks. An important role is played by SEO-texts, optimized according to the requirements of search engines and containing promoted keywords. The most high-frequency queries are used in direct occurrence, and the rest of the words from the semantic group are simply present in the text. Subheadings and paragraphs are responsible for structuring it. It is important not to overdo it with the number of occurrences of the desired words, and the text should be easy to read and have a semantic load, with a volume of at least 2 thousand characters.
Gray methods are not officially prohibited, but search engines can pay attention to their use, deciding a sharp increase in popularity is unnatural. For example, it will not be very correct to place a lot of keywords in the text of the page, thus impairing readability.
Black the same optimization can lead to the rapid promotion of the site, but the methods are used contrary to the norms. The resource is likely to get banned and search engine filters. Black SEOs even start hacking the visited resources in order to place their links there.
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