Search engine optimization

Search engine optimization
SEO ( search engine optimization ) is a combination of efforts to optimize a resource to improve its position in the natural or “organic” part of the results. As an Internet marketing strategy, SEO serves as a means of attracting users by improving the quality and usefulness of the resource, creating unique content, competently using keywords, and also removing possible barriers in the code or site structure when indexing it.
There are a number of requirements for the content and design, among which, in addition to the density of keywords, it is usually recommended to consider the following details:
  1. One main h1 tag, unique to each page and containing its keywords.
  2. The alt and title attributes of all images on the site, if possible, displaying the essence of the image.
  3. Typing text using paragraphs: <p> text </p>
  4. Dash and quotation marks as special mdash characters; , laquo; and raquo; .
  5. Lack of links to nonexistent files and pictures.
  6. The design of the link text is different from the design of the main text of the page.
  7. Putting styles and scripts into separate style files to facilitate code and optimize page loading.
  8. No duplication of content on other pages of the resource.
  9. The rel = "nofollow" and target = "_ blank" attributes for external links or buttons to prevent them from being indexed and opened in the same tab.
  10. Breadcrumbs, or a breadcrumbs showing the user's whereabouts.
These are just a few internal factors that influence the situation in the results of issuance (in total, there are about 200 of them). All of them serve to optimize, or improve the effectiveness and convenience of the site from the point of view of search engines. As for the density of keywords, this parameter informs search engines about the presence of "nausea" when some words are repeated in the text too often.
An external factor affecting the ranking result, as mentioned, is still the citation index (CI), or the quantity and credibility of resources that link to your site. To this end, work is underway to stimulate the exchange of links on social networks, the publication of advertising articles or recommendations on blogs with an indication of the source, press releases, etc.
And although some search engines make attempts to cancel the accounting of referrals to commercial resources in the ranking algorithm, in general, the information center is a convenient parameter for assessing the "importance" of a particular site
contextual advertising
Search engine providers quickly realized that this idea could become a tangible source of income by selling top places in the ranking to individual companies. This is how contextual advertising, or advertisements in the form of text blocks, almost completely repeating the style and color scheme of “native” results, arose.
The main difference between contextual advertising and conventional SEO is the ability to get to the top of the search line not in a “natural” way, but for a fee: a contract is concluded between the company and the service provider (Google AdSense, Yandex Direct, Yahoo! and others), which regulates the procedure ad impressions in the case of a match between the request and the previously agreed keywords.
For each user transition to the advertiser's page, a certain amount is charged, or CPC ( cost-per-click ), the size of which can be influenced by various factors - from the popularity of the keyword to the time of day.
The complexity of contextual advertising lies in the fact that its final goal is not high click-through rate (CTR), but precise targeting, or matching the target audience, since even paying 10,000 impressions per day and "luring" a lot of random visitors to the site in general terms , you’re unlikely to achieve a high conversion, which means you’ll waste your advertising budget.
In this regard, in order for an advertising campaign to be effective, it is necessary not only to select keywords with special care, but also correctly compose the text and heading of the ad, which will allow you to filter out unwanted traffic. In addition, the page or landing page to which the advertising link leads also requires optimization: simply attracting users is not enough if they don’t find an interesting offer during the transition.
Read more about the placement and principles of contextual advertising and SEO in other articles on our blog.
Your high conversions!

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