Website promotion in the Internet. What? What for? How?
In itself, the appearance of the site on the Internet is no guarantee of its popularity. This task solves a set of measures called search engine optimization (eng. SEO, Search Engine Optimization). Exactly search engines in most cases be the starting point of the user in his journey across the expanses of the Internet, the global computer network. Most users go to the sites on the first page of search results, i.e. in the top ten of the index. So the sooner and more often a site is in search results, the more his fame.
The essence of website promotion is to improve the visibility of the resource for search engines. Internet pages are processed by sophisticated algorithms, called search engine spiders. Using the techniques described below, can facilitate the robot task analysis of the website and to ensure that search engine has got the right idea about your site and pointed to him with corresponding user requests.
What are the quantitative characteristics allow to evaluate the efficiency of optimization? One of the most important — getting the site within the specified range (e.g. top 10 or top 3) search results for specified search queries.
Success in the promotion is to increase the performance credibility of the resource: TIC (thematic index of citation) for Yandex and PR (PageRank) on Google. More telling parameter is the number of targeted visitors.
Search engine optimization techniques. Technical side.
There are different approaches to optimization. However, the result of optimization should not only influence the ranking web pages, search engine, its place in the search results, but also improve the quality of the resource for the readers.
To dishonest methods include the creation of pages with meaningless text, rich with keywords and redirect to another site, the results of different content to search engines and people, invisible text and links. Although such methods can to some extent strengthen the position, but it will increase the number of regular visitors. And because of improved search engine algorithms the website in General may no longer be indexable by search engines. However, there are quite honest and effective methods of promotion.
First, we consider the technical side of this issue. A certain importance is the layout of the webpage, its HTML code. It includes special tags that are used to generate the title (<title> tag) and page description (the <description>tag). Concise and informative sentences, including key words have a positive effect on indexing.
Help optimize can a logical hierarchy of pages (using heading tags <h1>…<h6>), transparent coding (without frames and nested tables), descriptions of the illustrations (created using the alt attribute).
Indexing problems are and flash sites. In this case, the solution may be an alternative HTML version. There are also direct methods of cooperation with search engines, which include site map (site structure that is described using the XML markup language), correctly formatted robots file.txt that allows you to prevent indexing of certain sections (for example, containing service information), the possibility to register your website in the services for webmasters of Google. Both search engines consider the location of the user, so it is important to specify the full address, and use geographical tags.
You need to create a page that is returned in case of entering incorrect address (error 404), then the search robot will index the link correctly. Reliable hosting ensures that the website is available at any time. This reduces the likelihood of dropping out of the index. Read more about tips for webmasters from the staff of search engines can be found on the official websites of Yandex and Google.
Proper use of references. The Internet is primarily a hypertext, therefore, crucial links to other pages, external links and links from other websites to your site. Links to impact on the ease of navigation and speed of scanning, and the credibility of the site for search engines.
First, let’s talk about the links used on the site. As users and search engines, get more valuable information from references that include intelligible words, not just a set of transmission parameters and identifiers of the page. In addition, it is important to choose the right anchor text (between <a href=”…” </a>). The reference should contain information about the page to which the user is taken. If the link is an image, you should duplicate it in a standard way.
All this also applies to links to other resources. Such links can have a critical role, as the referring website if your site passes some of its credibility. Therefore, the text of the link partner sites should also include the keywords and informative to describe the content of your site. However, more important is the thematic proximity and the indicator of the TIC and PR of the referring site. Usually links from directories and boards have little or no positive results. The exceptions are moderated, well-structured thematic catalogs, which for example is dmoz. On the contrary, the effect is to bring the cooperation with the sites of similar subjects, advertising in social networks, contextual advertising.
Accordingly, very careful should be and to links to other sites. A large number of external links can be regarded as search spam (illegal method of influence on the search engine). Therefore, if the site owner does not have the ability to moderate left by user links, you must close it from indexing, using the tag <NOINDEX> or attributes references “rel=noffolow”. Then the crawler will not consider these links.
Content. Described above has a greater significance for search engines. Visitors come to the site to get some information. Therefore, the most important proper optimization is unique and quality content (content) website. You can’t expect a high rating if posted articles just copied from other sources or represent a meaningless set of keywords.
The guiding principle in the content is matching text queries to potential visitors. The first step in this direction is selection of keywords. Major search engines provide convenient tools for statistical analysis of user queries, which allow you to see which words and phrases most often entered in search box. The value can be of region, time of year and other factors.
It helps to understand how users search engines formulate your question, and create semantic core (the set of key phrases that gives the best representation of your website). After entering the word, reflecting the theme of the site, the service prompt related words and phrases indicating the number of queries However, please remember that it doesn’t always have to include the most popular requests.
First, it is clear that competition in this area is very high, and promotion to the top can take a lot of time and money. Second, sometimes optimized for specialized query may attract more visitors, really in need of your services.
The next stage is the placement of articles, including keywords. Of particular importance for search engines is text between the headers and the special tag is used to underline (<strong>). It is important not to overdo it. If you highlight a lot, and also insert the keyword phrase in every sentence, you can negate all the efforts highlighted words will lose significance, and the search engine may treat such a page as spam. Also do not forget that the text would be read by people, so proposals should be built logically, you should avoid spelling and grammatical errors.
Crucial home page. So do not place it on the splash screen that says “Login”. It is a valuable place to use for skillfully composed text that promotes goods or services that are tailored to the semantic core. Home — the face of the site both for visitors and for search engines.
Features of advance in Yandex and Google.
The world leader of search technology company Google. The share of this search engine more than 60% of the world market. However, in the Russian-speaking sector a strong competitor is the Yandex search engine. Yandex handles 60% of Russian search queries. Google in this sector – around 30%. Accordingly, these two systems represent the greatest interest from the point of view of search engine optimization.
The Google indexing is fast, so it quickly enters the results and the skillful optimization may be in the first lines. However, it also means that maintenance is required regularly to update the resource to post new content. Unlike Yandex for Google more important are internal links, anchor text which includes keywords. An important role for the world leader is the reliability of domain name (however, the credibility of the website is important for Yandex): the more effective the website, the less likely you are to get any sanctions search engines.
For Google links to inner pages of the website are of greater importance than for Yandex. Work with Yandex requires patience. The ranking algorithms change very often, due to which the site may lose positions. Therefore it is very important to follow all the changes. In some cases, treatment helps support. If Yandex will consider any low-quality content from search results can appear separate page. Yandex is actively fighting against the purchase of links, although judging by the prosperity of the sites selling the links, not very successfully.
If we compare the indicators themselves PR Google TIC Yandex, it should be noted that the first is calculated for each page and is measured in the range from 0 to 10, the TIC is considered for the entire site as a whole and has an unlimited maximum value. Update the TIC happens more often than PR.
Analysis of optimization results. Everything written above has the character of a recommendation and is not the ultimate truth. The ranking algorithms of search engines are unknown. According to the company Google, the PR — equation solution with more than 500 million variables and 2 billion terms. It is therefore important to analyze the results of optimization. It can be used as services attendance and statistics (Yandex.Metrics and Google Analytics), and conventional logs of the web server.
Some web resources and software provide a convenient interface for monitoring of the space in the results and figures of authority pages. Where it comes from visitors? For some search queries? Which pages are most popular? What are the resources link back to my site? How does the conversion rate (the ratio of users who performed a certain action to the total number of visitors)? The answers to these and similar questions will help to determine methods of optimization that give the maximum result.