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Updated: 09-05-2022

What is SEO and why do we need to optimize the site?

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SEO is search engine optimization. Behind the idea are the comprehensive development of the site and its promotion to reach the first lines in the search engine results. SEO promotion of websites can define in another way - it is a funnel to attract traffic to the site and as a tool to influence search engine robots to achieve leadership in search results. The question arises, why is it essential to be at the top of search results? Search engine statistics answer commercial queries, that is, for search queries that reflect a user's desire to make a purchase. Of all the traffic, 95% are on the first page of search results, and from 60% to 80% on 1-3 lines. Every resource owner is ready to attract such attention to their site, brand or product. Therefore, it's essential to do whatever it takes to get to the top of search results.

SEO Components

There are many options for attracting new clients through the Internet. These include targeting social networks, contextual advertising, cooperation with bloggers, etc. All these methods work without particular problems when you need to find your first customer (buyer) quickly. However, it would help if you kept in mind that the desired effect will last as long as you pay for using a particular tool. As soon as the funds in the account run out, the display of ads will stop. Modern approaches to optimizing web resources are no longer limited to typing, keywords and links as it was ten years ago. Now this work is more subtle.

SEO promotion today includes such essential elements:

  • constant monitoring of changes in the algorithms that search engines use for ranking and making appropriate adjustments
  • Checking the relevance (relevance) of search queries. It is essential to timely track when keywords and phrases used on your site are losing popularity among users of search engines and change the direction of optimization.
  • creating a list of basic requests and regular expansion with new requests
  • internal optimization, including site code and navigation, content quality and download speed
  • timely tracking of the actions of site visitors and responding to all negative symptoms
  • performance analysis to adjust the promotion strategy

It is a fact that SEO experts do not know what formulas search engines use to rank resources. But the key and fundamental factors are evident. Usability, accessibility and quality of the mobile version, loading speed and user behaviour are indicators that directly affect the site's position in search results. Optimizing a website for smartphones and other mobile devices is particularly worth highlighting, as traffic from desktop computers is increasingly inferior to traffic from mobile devices.

A web admin can bring a website to the top of search results if they optimize it accordingly. In doing so, the search engine takes into account about 800 parameters.

History of SEO

  • Before 1998 - the initial stage, when the site's promotion was carried out with the help of spam keys. Today this technique looks "dirty" against the background of modern methods;
  • 1998-2009 was the time of PageRank. Google used this algorithm to determine a site's ranking based on the number of links on the Internet. The tool was far from perfect. Those who spent more on buying links made it to the top of the search engines. In the Russian segment, Yandex used the index of TIC (citation index) with the same goals;
  • Since 2009, the importance of SEO has grown. Search engines declare war on links and offer ranking factors. After the algorithms are updated, it is no longer enough to buy links. It is essential to have quality content and a well-thought-out site structure;
  • 2016 was when the leading search engines released their new ranking algorithms. In the end, it became clear to web admins that they would have to constantly consider the relevance of key phrases, make the site more user-friendly, fill it with quality content, and work on code optimization and design improvements;

Changing SEO principles helps us conclude that it is necessary to be aware of the latest developments in search engine promotion. There is the only way to ensure the high efficiency of actions.

How does SEO work?

As already mentioned, SEO consists of two main components: internal and external optimization. It is essential that both give proper attention; otherwise, effective promotion will be impossible.

Internal optimization

Internal optimization improves the site's quality, which leads to its promotion in search results. However, it will require the following steps:

  • Choose the right keywords to promote your resource and build a semantic base from them;
  • Fix technical errors, including code, speed up loading and get rid of broken pages;
  • Optimize the images posted on the site to speed up page loading;
  • Improve the usability of resources (usability). Webmasters often unreasonably ignore this optimization. But these days, preparing landing page content alone is not enough; you need to focus on usability and design. For example, a button should be rounded rather than rectangular. Studies have shown that users are more likely to click on rounded buttons, and that's important;
  • Optimize site structure and create a proper sitemap;
  • Link the resource pages with mutual links;
  • working on the headline and title description in H1 - H6 

External optimization

Ten years ago, such improvement consisted only of increasing the number of links. But now, it requires more subtle and thoughtful work, using new tools that meet the requirements of search engines. The only goal remains the same - to gain a mass of links. As part of external optimization, the following tasks are performed:

  • Prepare and post content that can attract the attention of users. They will spread the word and therefore increase the number of links on the Internet;
  • Register the site in directories, and get links on forums, preferably thematic. Choosing sites-donors, pay attention to those on which there is little spam;
  • Use social networks and specialized services.

As you take these steps, don't forget to monitor the actions and positions of your major competitors. It should check monthly.

Practical aspects of SEO

Now it's time to move on from theory to practice. Next, we will look at how to monitor the work of SEO experts properly and what techniques can use for this.

Monitoring the work of optimizers

Once you have defined the tasks and selected the SEO expert, you need to clarify that his work will be regulated. Specify the frequency of sending reports on the work done. (Once a week or once a month) and necessarily with a text description. To effectively monitor the work, it is advisable to follow these recommendations.

  • Watch for changes in page positions for important queries from the list. They may not peak right away. But the promotion should be visible.
  • with proper optimization, the amount of traffic coming from search results will increase;
  • Keep an eye on the growth of your links. You can request access to your account on the exchanger of purchased links where you bought the link. In it, you can make sure that the purchased link is working and is permanent;
  • It is also essential to monitor your resource's visibility in search engines to estimate the number of search queries your site will appear in search results. You can use Rush Analytics or Serpstat to do this.

You can request a report from the SEO specialist tasked with optimizing essential keys on the list. If the agency works with your site, then the reporting issues are fixed in the contract.

To make it easier for you to control the performers, we will decipher the professional terms used by search engine optimizers. In addition, you should monitor indicators such as text nausea, the uniqueness of the text and the ratio of keywords.

SEO Terminology

  • Nausea is the degree to which your text to saturate with keyword phrases. This indicator reflects the naturalness of the content and optimization for key search queries. Nausea should not be higher than 9%;
  • Text uniqueness. The percentage shows how unique your content is. A suitable figure is at least 90%;
  • Keyword ratio. The number of keywords in the text should not exceed the maximum limit of 5%. To determine the percentage of this ratio, you need to divide the number of repetitions by the total number of words in the text and multiply by 100%.

It's a word of caution for those who don't know much about this topic.

If your site is at the top of the search, make sure it is not an advertisement. Instead, the SEO specialist's work results should appear in the search results below the ad unit.

A little technical bonus

  • Renew your domain for up to 3 years - this will increase the confidence of search engines in your resources. Domain and hosting are different services. Even if you ordered them from the same company;
  • Mark the location of your company on a search engine map (Google Business, Bing). Search engines also promote their services, and this should use;
  • Include words from your main search terms in the URL of your website. In English or transliterated. Ideally, if the URL is the main target query;
  • Place a Privacy Policy on the site. Its existence shows that you care about users' rights.

There are many such techniques. Some may play a significant role in promotion, while others may not. Read the recommendations of search engines and consult your experts.


Marketing tools such as SEO are pretty compelling. However, the positive effect of their use is not immediately noticeable. But over time, you will notice it more often and regularly. As your site is optimized, search engine ranking results will bring more and more benefits. Of course, there will be search engine optimization as long as there is a search engine.

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