What is Seo?

How does seo optimization affect modern online and offline business development?

In today's world, every business that wants to develop and monetize itself in one way or another is actively developing online. Such a business creates its profiles in social networks, develops sites for its products or services. Such a situation is inevitably connected with the surrounding events and the active development of Internet commerce. Today, even a person living in a small town may not leave the house, because he can purchase, pay for, and order everything necessary for his daily life using only his smartphone or a PC with a connection to the global network.
That is why modern business owners must consider all opportunities to present themselves in all possible spaces. After all, the higher the site's position in the search results, the more users switch to it. The more authoritative resources that link to your page or site, the more authoritative your services or products become for search engines. Therefore, important importance for promotion results should be attached to the following points:

• increasing the relevance of pages to search queries;
• adjusting the structure and content;
• improvement of commercial factors;
• increasing the validity of page code;
• increasing the external factors of the significance of the resource.

Optimization rules are set by search engines. Each of them uses and regularly updates its own algorithms. The criteria consist of many factors, which seo specialists discover step by step. We should note that the success formulas are kept secret even from them. A kind of chess game, in which the rules of the move of a certain piece can change from time to time. But by influencing these rules, you can improve the position of key queries in search results.
User behavior, user interface, and site loading speed are extremely important for promotion results. With the development and complication of algorithms, the value of the factors listed above is steadily increasing, which as a result makes the search result more qualitative. Search engines strive to provide the most useful material for a user's request. Therefore, the owners of the resource need to publish the most interesting content for their audience.
And if it works today, it is not a fact that it will work tomorrow. Services are constantly changing and being rebuilt. Approaches change with them.

How did seo develop from the beginning of zero to today?

SEO was born simultaneously with the emergence and development of search engines - in the mid-1990s. At that time, search engines selected resources according to a very simple principle: they took into account the words that were in the text of the pages. SEO before 1998 was keyword spam. Internet resources with the following texts were found on the first search results: "Sneakers for sale in Moscow". The search results were a nightmare. The tops were mostly spam.

In 1998, Google made the first SEO revolution by introducing the link period. The search service implemented the PageRank link ranking algorithm, which calculates the weight of a page by counting the importance of links to it. The more links a page has, the more important it is. And in 1999, Yandex announced the use of its own citation index to organize Yandex.Catalog. TIC determines the authority of Internet resources taking into account the qualitative characteristics of links from other Internet resources.

In terms of SEO, it begins to develop quite quickly. The first agencies providing site optimization services appear, business links are born: link sellers, automatic promotion services, and link exchange scripts appear.
The heyday of SEO links is the period 2005-2009. It was a time of large volumes of links, one hundred percent guarantees. SEO is becoming a highly profitable business.
In 2009, the second revolution took place - the introduction of machine learning algorithms into search engines. With its help, the ranking formula of the search engine of the same name is built. In fact, the machine itself builds the search engine ranking code. Therefore, since 2009, SEO requires knowledge and diligence.

2012 is the beginning of the period without references. Search engines fight with links. In April 2012, Google launched the Penguin algorithm. It blocks Internet resources for low-quality links created by webmasters to influence positions.

By 2016, experts were finally convinced that the promotion of the site is possible only through its development. The only correct solution is a systematic improvement of service, content and design, i.e. investment in convenience and originality. From that moment, technical and search optimization, design and usability, content quality, commercial and behavioral factors, social signals, profile or site link quality become important. A total of 800 factors take part in the ranking, the weight of which changes regularly. Quality links continue to work. Instead of buying them, advertising, PR and content marketing are used.

Conclusion: today it is necessary to promote a web resource comprehensively, taking into account all factors. Methods that worked yesterday may not work today. It is necessary to follow SEO news and develop your resource.

What are the features of modern SEO optimization for search engines?

Search engine developers are constantly changing the design and content of the search engine results page (SERP). Previously, there were only 2 blocks on it - contextual advertising and organic results. Over time, more formats began to appear: pictures and videos, a product gallery, quick answers, etc. The search engine now strives to accommodate the maximum benefit for the visitor: to answer his questions as fully as possible, to offer relevant products for purchase, and to show themed videos.
Let's see what the search results look like for informational and commercial queries using Google search as an example. Let's start with commercial - enter the query "Order an office chair" in the search bar:

We receive an output consisting of the following blocks:

The "Product Gallery" advertising block is a carousel with product cards from various stores that appears under the search bar.

1. Google contextual advertising block.
2. Enhanced presentation by products - search results by products, designed in the form of a preview matrix of products (with photos, prices and characteristics).
3. Organic output - a list of search results based on the entered query, formed based on the results of ranking algorithms. This is the main block that site owners strive to get to, and SEO specialists help to solve this task.

The results of issuance based on an information request (the purpose of which is to find out information, not to buy goods) can and often differ from commercial issuance. For example, the issuance of the information request "what is economic integration" looks like this:

The content of this page consists of other blocks:

1. The block "Related queries" is one of the types of search prompts. This block does not appear in the results immediately, but only after you scroll down to the end of the page and then go back up to the search bar.
2. Part of organic delivery of relevant pages.
3. The block "Quick answers" with short informative answers to the user's request and similar in content. Helps to get information on questions faster and keeps the user on the SERP page. Yandex is interested in keeping users within the issue and offering more links to its own services.
4. Enhanced presentation by products - search results by products, designed in the form of a product preview matrix (with photos, prices and characteristics). The block to the right of the main results is Wikipedia search data with an extended snippet that gives a short answer to the user's query.
5. Video search results.
6. Continuation of the list of organic search results on pages and sites.

Thus, we can see that the modern search result is very different from the one at the beginning of the zeros. Currently, search engines are trying their best to provide as much information as possible of various types (videos, pictures, informative articles, a section of similar questions). But commercial requests have a different focus. The main goal of the search engine is to make the buyer's path as short as possible until the moment of purchasing the product.

Internal SEO optimization for web resources

Internal optimization is time-consuming work, it must be carried out constantly. It is internal optimization that should be considered as a key factor in the success of your project.
Internal optimization actions improve the site and directly affect its site position. Works are divided into:

• compilation of the semantic core (selection of keywords used to promote the resource);
• improvement of the internal structure of the resource (CNC, Robots.txt, site map);
• elimination of technical errors (duplicate pages, broken links, increasing site loading speed);
• constant improvement of resource usability (convenience for users);
• increasing the relevance of pages (relevance to the user's request);
• image optimization;
• implementation of internal links.

The site should be high-quality, fast, convenient for users and fully provide the information they came to you for.

External SEO site optimization

External optimization is building up a mass of links, or getting links to your site from other resources.
In the conditions of increased struggle of search engines with links, the main problem is the selection of a good donor site. Links from thematic sites give the best result.
In the process of external optimization, a list of "donors" is formed, texts for links are developed, after which they are placed.
To build a natural and high-quality mass of links, use methods of obtaining links that do not contradict the rules, for example:

• constant publication of new information and interesting materials shared by users;
• registration in search engines and directories;
• exchange of links with popular and high-quality resources;
• placement of press releases;
• activity on forums and blogs.

In the process of optimization, you also need to conduct a competitive analysis - it will help to understand what the site lacks for growth.
So, as we see, SEO optimization of the site will be an important component of every Internet resource that plans to actively develop its services in the network.