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The importance of search engine optimization (SEO) for promotion of a website is comparable with the importance of the search engines in the everyday life. Internet has become the most popular information source only thanks to the search engines. It is enough to type a query into the search bar, and in a couple of seconds you will be offered dozens of pages with hundreds of links. People can search not only for the hottest movies, but also for your company or your very products. Every search engine has the statistics of users' queries frequency, i.e. you can assess the number of interested clients, that you are going to get, in real terms. To be noticed by the potential customers, your website must be in the TOP of the search engine results page, as the user's search is limited by the first page of search results more and more often.
How to get into the top ten (or just TOP) of websites? Search engines use relevant ranking by determining the level of correspondence of the site page with the search query. Then it is logical, that the higher the uniqueness of the text and its relevance to the search query are, the higher the positions in the search engine results will be. Promotion of website into the TOP of search results is usually performed by specialists in search engine optimization.
What is search engine optimization of websites?
Search Engine Optimization (SEO, site optimization, website optimization) is the optimization of internal and external parameters of the site, that are taken into account by the search engines for the assessment of relevance. The aim of search engine optimization is to promote a website into the TOP of search engine results and increase its attendance. There are different kinds of search engine optimization and website promotion, but we can single out four generally accepted methods of SEO: white hat optimization, gray hat optimization, orange hat optimization and black hat optimization.
Let us consider all types of search engine optimization separately.
White hat search engine optimization
White hat search engine optimization is allowed by the search engines. In this case only legal methods of website promotion can be used: the change of keywords density in the text, that does not influence on its readability; link exchange with websites devoted to similar topic; comments on topical blogs and specialized forums. It is natural search engine optimization of sites, because there are no attempts to influence on the search algorithms. This type of search engine optimization is resource-demanding, it takes time and money, but has the most long-lasting effect.
Gray hat search engine optimization
Gray hat search engine optimization includes the use of doorway pages without automatic redirect, that contain an inviting link to the target website; unfair increase of counter rates, development of satellite websites (sites with similar content, that are promoted with black hat methods, with redirect to the target pages of the main website).
Search engine optimization with gray hat methods may be considered real mastery, because search engines do not impose penalties on the target website, in spite of the fact that black hat methods of search engine optimization are used.
Orange hat search engine optimization
Orange hat search engine optimization includes the posting of materials that are not related to the main topic of the site (for instance, interesting or statistical information). These additional materials may attract visitors who will stay on the site and pay more attention to its target pages. However, this kind of search engine optimization is quite labor-consuming and requires special technologies.
Black hat search engine optimization
Black hat search engine optimization presumes the use of methods that are forbidden by the search engines. Its motto is “À la guerre comme à la guerre”. Black hat methods of search engine optimization include:
- use of pages that contain only a set of keywords and phrases, that are useless for the site visitors – search spam;
- use of pages that contain only links, link farms or link spam;
- use of “hidden” text (very small font size, font color coincides with background color);
- use of cloaking – replacement of the page content in such a way, that the user and the search engine see totally different site pages.
- use of doorway pages with automatic redirect to the target site.
The use of these methods of search engine optimization can promote the site into the TOP very quickly, but if the search engine reveals the use of prohibited methods of web promotion, it excludes the site from the search engine results forever.
Today search engine optimization is not a luxury – it is an objective necessity for those who care for the promotion of their websites and development of their business. It is reasonable to commit it to skilled specialists only. The professionals of our web studio use only permitted methods of search engine optimization. It ensures both stably high positions on the promoted website and good reputation of the web studio. Do you want to see your website in the TOP of the search engine results page?
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search engine optimization,
site optimization,
website optimization,
order search engine optimization,
cost of search engine optimization |
SEO 
