Site optimization. Search engine optimization (SEO)

Search engine optimization (SEO) is the basis of website promotion. The goal of SEO is to achieve high relevance of the site pages in search engines keywords that are important for this business. It premits to achieve high attendance and as a result - commercial success thanks to the search traffic.

Correct SEO is based on content optimization and correct calculation of the keywords weight, competent formatting and increasing the uniqueness of the meta-tags of each site page.

SEO works are divided into internal and external optimization. Internal optimization is principal for the site optimization. It includes site analysis, determination of the correspondence to the subject area of promotion, elimination of technical errors in site structure, creation of the semantic core, keywords selection, meta-tags writing. It also includes correction, writing and optimization of texts for the search queries. External optimization is carried out outside your website; it includes site registration in search engines and directories, link exchange etc. Let us take a closer look at internal site optimization.

Optimization of <title>

The title must be a coherent and grammatically correct phrase and include the maximum number of keywords. <title> appears in the browser window title and as a link in the page of search results. We should make it attractive but not disappointing. As a rule search engines allow titles not longer that 70-80 symbols. The most important keywords are placed at the beginning.

Optimization of <description>

We optimize the site page description for the search engines and directories, make it attractive, competent, appealing, and by no means deceive the users.

<description> may be up to 170 symbols;
<description> does not repeat <title> but supplements it;
<description> contains the query at least once;
<description> uses the synonyms and word forms of the target query because the search engines "see" them here;
<description> of each site page is unique.

Optimization of <keywords>

here simplicity is important; <keywords> are not diversified with a lot of synonyms;
the most frequently used word combinations with the keyword are added;
he most important words are placed at the beginning;
the number of symbols in <keywords> may vary up to 160;

As many search engines pay little attention to meta-tags lately, and some of them do not take them into account at all, optimization of meta-tags is aimed at the effort to attract attention of search engine users.

Let us examine optimization of site content in detail.

Optimization of site content. <H> headings

Headings are more important for the spiders than the rest of the text. The headings must be interesting and attractive. They are filled with search queries and form the hierarchic structure of the site material.

Optimal length of the text

As a rule the length of the text is of no importance for the search engines. But the beginning and the end of the text are indexed best of all, that is why they are mostly filled with search queries. To make further site promotion by a given search query more effective we form interesting, unique, motivating content of the target site pages with optimal keywords weight on the stage of site optimization.

Optimal link building

Links are the main structure of the site.

Text links which lead to site pages must contain search queries. For the extra link weighting link attribute "title" is used.

The number of external links is minimized.

Optimization of graphics

Search engines index graphics and alternative texts that is why attribute "alt" is also used for keywords weighting. There are no restrictions for the number of symbols.

After site optimization there are several images on each page which illustrate the text, and "alt" of each image briefly describes the image and contains the search query. And now let us see what things professionals of SEO never do:

no invisible links and meta-tags — search robots are getting smarter and smarter;
no several versions on the same website for all search robots, website is optimized for the search queries of a definite search engine;
no extra keywords — it can only do harm;
no several languages on one page;
link exchange is possible only after analyzing the site you are putting the link on. Outbound links on the sites with bad reputation can easily spoil your reputation too.

Search robots pay more and more attention to the unique content (SEO copywriting), the more specific and narrow the topic is, the easier it is to develop in and to promote the site into the TOP of search results for a long time.

While using these methods of correct search engine optimization one should remember that the site is developed first of all for the users. In the first place we aim to make the site easy-to-use, understandable and interesting for the target user. It is the guarantee of fast site promotion in the search engines.

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