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Search Engine Optimization Technology: An Introduction

Search engine optimization is a technology for promoting information resources. Dozens of different factors influence the search engine’s rating, starting with the domain name and ending with the quality of the communication channels. The article lists factors that can be assessed and managed that affect the relevance of HTML documents.

Introduction to Search Engine Optimization
Search engine optimization is a technology for promoting information resources. This is not spam, not pushing sites of any value to the top search engine rankings.

Increasing the competitiveness of the project is achieved as a result of identifying and strengthening the main topic and increasing its relevance to the needs of search engine users.

Search engine optimization is not just a means of increasing traffic, affecting the relevance of site pages (based on analyzing search engine users’ requests), much can be achieved, but even more can be achieved if the goal is set specifically:

Site promotion (increase in popularity in a given market segment).
Attracting targeted visitors (readers, buyers, counterparties, partners).
Retention of the used market segment.
Formation of more specialized market segments.
Search engine optimization is not a magic wand, it will not be able to make anyone in demand, not containing anything popular, especially in the presence of fierce competition.

Before you promote something, you need to do this “something” at least to someone you need!

Search engine optimization is designed to bring the relevance of the project to the maximum possible value. But if you need to raise the bar of the “maximum possible value” itself, then you need to resort to offensive advertising technologies.

Relevance
Each search engine determines the relevance of the HTML document to the user’s request, in accordance with the concept of the search incorporated into it. And although the concepts are different for everyone, the search engines are about the same, since the search algorithms are based on common principles. The main differences of search engines are not in the algorithms for determining relevance, in their implementation.

In directories, relevance is estimated by live people (moderators), their task also includes sorting resources by sections and spam cutting. When a user requests a search engine directory calculates the relevance, as well as the search engine machine, but taking into account the ratings of moderators.

Dozens of different factors influence the search engine’s rating, starting with the domain name and ending with the quality of the communication channels. The following are assessable and manageable factors affecting the relevance of HTML documents:

– Domain name.
– Title tag.
– META tags, Keywords ;, Description ;.
– META tag Robots ;, a file robots.txt (or lack thereof).
– META Refresh; tag, with a value close to zero.
– META tag Expires; if the past date is indicated.
– META Document-state tag ;, defines the indexing mode.
– The size of the HTML code facing the text.
– Errors in the code.
– Errors in the text.
– The amount of text.
– The quality of the text (style, content, demand).
– The number of keywords in an HTML document.
– Delete keywords from the beginning of the text.
– Keyword accuracy.
– Exact match the key phrase.
– Highlight keywords. Tags B, H1 – H6, STRONG
– Tags AREA, IMG.
– Tag A
– FRAME tag
– SCRIPT tag
– Comments tag
– Tags STYLE, BODY, FONT, TABLE.
– The size of images placed on the document.
– The number of documents on the server.
– The number of “quality” documents on the server.
– The number of “garbage” on the server.
– Organization of links within the server (depth, coverage, number).
– External links to server pages (quality, quantity).
– Rating and compliance with the theme of the servers from which external links come.
– Server popularity (number of hits).
– The lifetime of the server (page), the more the better.
– Organization of links within the server.
– The quality of the virtual server that hosts the resource (traffic restrictions, reliability).
Very important, but not controllable factors:

– The level of competition in the selected subject.
– The quality of resources on selected topics.
– Demand of the chosen subject.
– The number of spammers attacking a search engine on selected topics.
Server organization
If the web page is renamed or moved to another directory, it will lose its rating history. Therefore, the structure of the location of directories and pages on the server should be organized in such a way that in the development process it would not be necessary to rename or transfer them.

With proper organization of the server structure, two operations are enough to maintain: add and delete.

Deviation from this rule is advisable only when maintaining archives. When at the end of a short time display, the page is transferred to the “eternal” storage in the archive directory.

Some search engines do not index all HTML documents on the server, but only those that lie no deeper than a certain level — hypertext transitions.

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