Search engine optimization and website promotion on...

Search engine optimization and website promotion

Search engine optimization (SEO) is the action on the elements of the site and its environment, which lead to an improvement in its position in the search results (search results) for certain queries. Search engine optimization and website promotion is one of the most effective tools of modern marketing communications, allowing a large number of potential buyers from search engines Yandex, Google, Rambler, etc. with minimal investments to corporate or promotions of enterprises.

This result is achieved by bringing the site to the first places (the so-called "Top-10") search engines for selling queries. Entering the target query in the search engine, the user shows interest in a particular product, service or obtaining additional information. He perceives the results of the search issue not as an advertisement, but as an expert council and, by clicking on the link to the proposed site, is ready to commit active actions: fill out the order form, send a letter or make a phone call.

As a complex tool for modern marketing communications, EO's on performance is many times superior to the methods of print, television or radio advertising, because it ensures the most accurate hit in the target audience and has the lowest cost of contact with the potential client.

Among other advantages of the technology of search engine optimization and website promotion is:

• high trust of the target audience to the results of the SERP;

• Different technologies targeting the target audience;

• 24-hour work to attract potential buyers and increase the number of targeted appeals;

• long-term action on the target market;

• monitoring of the results of promotion in real time, etc.

The intermediate and final goals of search engine optimization and site promotion are presented in Fig. 5.14.

Fig. 5.14. The goals of search engine optimization and site promotion

on the Internet

All the activities for search engine optimization and website promotion in the search engines can be divided into internal and external optimization (Figure 5.15).

Internal optimization and promotion of the saiga. This process consists of several steps.

1. > The semantic core is a statistically significant set of selling queries (phrases and words) that are used by a motivated target audience for searching on the Internet products network, services, information or Internet resources. In other words, the semantic core is understood as search queries for which target visitors will be transferred from the search engines to the site. The best selling requests are those that reflect the company's unique trading offer, as the visitor will have more loyalty to this company than to others when the buyer compares several sites.

Fig. 5.15. Stages of internal and external search engine optimization and website promotion

The semantic core should be compiled on the basis of the contents of the optimized site, competitor sites and statistics on search queries. Correct compilation of the semantic core allows to significantly increase the relevance of the site. Relevance of the site - the degree to which the text and subject matter of the site correspond to the word or expression specified as the key when searching for information. Relevance indicators are used by search engines to determine the order in which search results are delivered. For example, when searching with the Yandex search engine pages containing the expression "cellular phones", pages that are more relevant (more consistent with the keyword phrase "cell phones") will be closer to the top of the list of search results.

The algorithm for composing the semantic core includes several stages.

Ethan I. Composing the skeleton (zero version) of the semantic kernel. For the implementation of this stage, the terms used in the information content of the site and other promotional materials of the company are chosen. Also, the terms that could be used in search queries by potential motivated visitors are chosen speculatively. To do this, a selection of search terms is made, divided into three groups:

1) user needs;

2) products/services;

3) brands (brands of manufacturers).

A sample of search terms for various companies can be represented as shown in Table. 5.3.

Table 53

Compiling a selection of search terms for companies of different lines of business









(brand of manufacturers)

Search Engine

the term

Internet -




Buy now



Buy a Samsung phone

A company that repairs household appliances





Bosch washing machine repair

Higher educational institution


second highest economic

Financial University under the Government of the United States

Second Higher Economic Education at the Financial University under the Government of the United States

Stage II. Formation of the semantic kernel. To the resulting semantic "skeleton Analyst on the basis of research of industrial and commercial activities of a particular company adds synonyms and related words that contribute to the fullest coverage of the target audience. For example, for an online cell phone store, the search term "buy Samsung phone" (see Table 5.3) can be supplemented with the following synonyms and related words corresponding to the unique trade offers of a particular enterprise: to buy a Samsung Galaxy phone; buy a Samsung Galaxy phone, etc.

Stage III. Preparing the semantic kernel. At this point, the resulting semantic "skeleton core is built up by really existing queries on the same topic using the online services of search engine statistics Yandex (, Rambler (, Google ( In this way, related thematic directions of demand for further research in order to search for sites of similar themes that are clearly visible in search engines, for the subsequent analysis of the competitive situation, the placement of their advertising or the exchange of links. As a result of this stage, the first version is produced - the semantic core procurement, which is characterized by a large number of rare users of search services for words and phrases (Table 5.4).

Table 5.4

Adding to the skeleton semantic core of really existing queries from the online service of the Yandex search engine

Search Engine

the term

Synonyms and related words

Definition of existing queries from the online service of the Yandex search engine


Frequency Per Month

Buy a Samsung phone

1. Buy now



buy a Samsung phone


Buy a Samsung phone




Speakers + for Samsung phone to buy


2. Buy Samsung Galaxy phone

Buy Samsung Galaxy phone


Buy Samsung Galaxy S phone




Buy a Samsung Galaxy Nexus phone


3. Buy Samsung Galaxy phone

Buy phone Samsung Galaxy


Phone Samsung Galaxy 2 to buy




Buy phone Samsung Galaxy Yang


Ethan IV. Frequency analysis. For the effectiveness of the impact on target consumers, only statistically significant queries should be left from the list obtained. To do this, using the services of the Yandex-Direct query statistics service (, the frequency of mentioning by the users of the network in the search engines of the words and phrases that make up the semantics core preparation (see Table 5.4) is calculated. Users of search engines, as a rule, do not differ from each other in using queries, so data on the volume of demand for semantic kernel procurement, obtained with the help of Yandex, can be extrapolated to the entire Runet with a coefficient of about 2 (it is believed that today Yandex actively uses 45 -55% of Runet users).

Thus, the total frequency of all queries entering the semantic kernel of Yandex.Direct search queries is calculated, and it is reduced to 100% of all requests in RuNet, taking into account the extrapolation factor. Then low-frequency requests are excluded from the semantic kernel. As a result, the final list of search queries entering the semantic core is formed.

2. Works on the texts and pages of the site. As a rule, the average Internet user very quickly browses the page, he is not configured to read long texts. The site should contain short, extremely informative texts, broken into small paragraphs and separated by talking subtitles. It is necessary to avoid common phrases, complex turns. It is necessary to allocate key phrases. More often people scan the texts of Internet pages, but do not read. Therefore, the optimization of the site should be aimed at ensuring that when reading the text, he wants to read.

3. Work on the structure of the site. Working with the structure of the promoted site can contain a solution to tasks to improve site navigation, i.e. usability (the convenience of the site from the point of view of the visitor). At this stage of internal search engine optimization and site promotion, a structure of internal links is created, which begins with the definition of the semantic content and commercial purpose of each of the pages of the site. For this purpose, the information structure of the site is analyzed in the framework of the business model implemented by the enterprise. Such an analysis is made by an Internet marketer. In a properly structured site, visitors' routes are already set by navigation, now they need to be corrected, creating accelerators of transitions along the routes (replacing simple text links with banner links with high CTR) and branches to secondary pages. These branches are designed for those who for some reason did not like the route and they are ready to leave the site.

4. Adding a site to the directories of search engines. Directories are sites whose main purpose is to collect information about other sites

and in a convenient, structured way to present it to network users. All the directories put hyperlinks to the sites described in them, not all of these links will be really useful. First, many directories do not put a direct link, but through various scripts. Such links are mostly ignored by search engines. Secondly, often directories require mandatory placement of a backlink. Third, many directories (usually unmodified) are listed in the blacklists search engines that either do not index them at all, or do not take into account the links from them.

External optimization and promotion of the site. This process involves the following steps.

1. >

2. Developing a strategy for linking website promotion. To optimize your site in search engines, you use site optimization for search queries and link extensions. Without good optimization and without a solid reference mass, the site can count only on transitions for low-frequency requests and will not have a large attendance. Naturally, increasing the reference mass is a very long and rather laborious process, since it requires a large amount of unique information from the optimizer of processing and stratification. Registration by catalogs, ratings, bookmarks and other does not give a tangible effect. Therefore, the purchase of links has become more relevant than ever, because it is much easier and faster to buy a quality link and for a short time to see a tangible effect. Thus, the purchase of links allows you to speed up the promotion of the site in search engines.

3. Monitoring link health. Buying and monitoring links can be done through various services that provide these services. One of them is the SAPE service, which is a reference exchange. Popular Exchange SAPE has long been a leader in the market of purchase and sale of links. At the moment, there are more than 259 thousand sites in the SAPE service, and more than 100 million pages of ego that added about 200 thousand users to the system.

Analysis of the effectiveness of internal and external optimization and promotion of the site. The choice of the method of website promotion is to find a compromise between price, labor and duration of the effect. As part of the final works on website promotion, analysis and monitoring of its results is carried out by estimating incoming traffic (number of site visitors), statistics of visits to individual pages, determining the position of the site by keywords in the main search engines. An important component of the efficiency of the search engine

Indexing is the lexical analysis and analysis of textual materials (pages) of the site for the purpose of drawing up a list of used words and expressions. The list thus compiled is used to search for information on the site at the user's request. The indexing of the site is made in an automatic mode by special programs and is used by all search engines. Winning positions of the site in the first pages of search engines for key queries depend on the citation index.

The citation index is the index of the relevance of a site or a particular page for a search engine. It is calculated by the search engines both for the site as a whole and for its individual pages. Thus, the citation index is the general designation of numerical indicators that estimate the popularity of a particular resource, i.e. some absolute importance of the importance of the page. Each search engine uses its own algorithms to calculate its own citation index, as a rule, data about it are not published.

In addition to the usual citation index, which is an absolute indicator (i.e., some specific number), the term weighted citation index is used, which is a relative value, e. shows the popularity of this page relative to the popularity of other pages on the Internet. The term weighted citation index usually used in relation to the search engine Yandex.

PageRank - is a weighted citation index for the Google search engine. This value is determined for each page and characterizes the importance, or popularity, of the page. PageRank does not take into account the thematic link of the page and the resources referring to it, but depends only on the number and quality of external links. The PageRank value can be viewed using the Google Toolbar.

The citation index Yandex, as the name implies, shows the popularity of the resource relative to other topically related sites. Another important difference of this index from the weighted citation and PageRank indices is that the thematic citation index is determined for the resource as a whole, and not for each page. The values ​​of the index can be determined with the help of Yandex-Bar. In addition to the subject index of quoting, Yandex uses a weighted citation index in its algorithms, however, the values ​​of this index are closed and are known only to the search engine.

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