Key phrase

Key phrase
(keyword queries, keys, key phrase) - a word or phrase that is
positioned on the site in search engines, which are also part of the
content Positioning page. Search results show the most relevant to the user's query websites, and the same search is based on the keywords you entered. Therefore, when creating text for the Positioning is very important to place the optimal number of keywords.
It is recommended, however, that the amount does not exceed the
standards of the search engines and the same text remains readable and
understandable to the user.

The density of the keywords in the text


The density of keywords (called Keyword density) is the ratio of the
amount contained in the text keyword to the number of words. The density is expressed as a percentage. The optimal keyword density is 3-5%.
For example, the text promoted a preset list of specific keywords and
set a limit of 300 words, the calculation of the key phrases that should
be evenly distributed throughout the text, as follows: if the
recommended density is 3-5%, then we get 300 * 0 , 03 = 9 It follows that in this case you can use keywords nine times. Note, however, that the calculation of densities should not be taken into account stop-words (called stopwords).
It is also worth mentioning that, depending on the frequency of query
and its competitiveness is not only directly make key phrase (exact
match), but the use and form of expression, and extensive descriptions
(use additional words) to zagęczszenie not too high, which could be
treated as spamming by words.

Keywords tag

A web page containing text should have headers. It organizes its logical structure and thus simplifies the collection of text. The header tags H1-H6 necessarily should include the keywords.
The H1 headings should be used immediately, while lower levels in the
headlines - should resort to forms of expression and more rozbudowanch
entries.
Similarly, the title tag should be the location directly key phrases
and word combinations containing them and the surrounding text. It is necessary to separate a small amount of keywords in the text of logical tags: bold (strong) or italic (em). Mandatory to fill in the fields description, and keywords, where you can enter occurring on the keyword phrases.

Keyword Selection

Among the selected key phrases may be asking for different popularity - HR, PA and NP (high, medium, low popular). For promotion on search engines to be effective you must first properly assess the competitiveness of selected key phrases. Such an assessment will choose the keywords that will be the easiest to promote and bring the highest return. Promoting a page using wysokokonkurencyjnych, common words is difficult, unpopular and may not produce the desired result. The main link key words are on average common queries.

DMOZ

DMOZ, also known as COP (called Open Directory Project) - acclaimed, multi-lingual "white" web directory which undergo a rigorous manual moderation. Catalog edited by a group of enthusiasts, working for free, so anyone willing can contribute to its development. The catalog has been created by U.S. developers in 1998. In the same year, Netscape corporation bought it, which was then acquired by AOL, which owns the directory today. The catalog has a total 5 million pages, and Polish-language section is about 73,000 pages.

Effect on positioning

DMOZ plays a significant role in the process of optimizing your pages,
as it represents a huge database of hand selected high quality services. Base directory is constantly updated based on Google resources.

Advantages DMOZ directory for positioner:

• the presence of the catalog shows it as really valuable resource;


• link from the directory increases the level of confidence of the search engines;


• positive impact on the growth parameters, such as PR, increase footfall and value of outbound links.

For webmasters - owner of the site - a resource placement in the directory is also important from a financial point of view. Links to pages from the catalog are priced higher than the sides of the services that are not listed in DMOZ.

Content

Website Content (Content) - a general term characterizing any information that can be found at the website.
The literal meaning of the content of the texts can be called, audio
and video files, images, graphics, animations and other information
placed on the site, or anything that you can hand on it to see, hear and
read.

Characteristics page content

The most important feature of providing a quality website is its uniqueness. On this basis, there are two types of content distributed on the Internet:

• unique content that has never before been published on the Internet (in the search engine index no information about them);


• non-unique content that have already been deployed in the Internet.

Unique content should have a value of information.
Distribution of unrelated words logically does not meet with a positive
response from both network users and crawlers that have long learned to
recognize similar tricks (such as incompetent multiplication products)
and absolutely banish these pages.
Taking into consideration the manner of its receipt of the content may be:

• author - deployed on by the owner;


• created by users (comments, photos, videos distributed on the visitors).

Depending on the contents of distributed content, stands out:

• 
  thematically related content (for example, an article about the content
  and code optimization for search engines on the web page positioning);


• content unrelated topic (for example, a film about making the web portal a car).

Moreover, the content can be divided into:

• solid;


• refillable (for example, the content of blogs, news sites).

Ways to create content

Taking into account the method of creating content can be conventionally separated into three groups:

• approved by retrieval systems.
  These are text, graphics, video, etc. created independently by the
  owner, bought the so-called content or exchanges created under the
  relevant orders by experts in the field (most copywriters). It is the most effective, but also the most expensive way to create content;


• tolerated by the search engines.
  The website owner hired a specialist or change existing external
  content to the extent that crawlers found them unique, but the starting
  point remained the same (eg, text editing, change the images in computer
  graphics programs, etc.).
  It is a method not consuming so much time and money as the previous
  one, but the ratio of users to such content is more critical;


• not accepted by the search engines. This content obtained by copy-paste (copy and paste), or plagiarism other people's texts or images. It is a most undesirable way of creating content.

The importance of the content of the positioning of the

Content is extremely important in the process of positioning the hand
and is one of the key factors affecting the growth of the search engine
page rankings. For positioning to be effective, content must meet certain requirements:

• Uniqueness.
  Non_unique content stands in the way of achieving high results, reduces
  confidence in the side, and quite often it is not even indexed by
  search engine spiders.


• Optimized for search engines (this applies particularly to texts).
  Dedicated to the text keywords and phrases give robots the possibility
  to najdokładaniejszego determine what pages of the site and, as a
  result, views them as best suited to the search results based on
  specific queries.


• Informacyjność and timeliness. Interesting articles help to attract high-quality audience and keeping her attention fixed.


• Ease of receipt. The individual elements of the content should be arranged on the page in a logical and understandable.


• Trust (called trust) (not to be confused with TrustRankiem).
  One of the main contents of the cell used in the positioning of the
  excitation at the user directly to the trust through
  confidence-inspiring content.
  Be sure not to put pressure on the visitors to your website in order to
  obtain the desired result, or do not use an open advertisement.
  You should not feel that he is compelled to do anything, simply direct
  their attention to specific goods (services, events, etc., depending on
  the subject of the page).

CMS (content management system)

Content Management System (CMS called Content Management System) - a web application used to create, edit, organize, structure and management of the website.

Principles of Operation

Working in content management systems gives you the ability to add,
change, and editorial content on the website without having to make
changes to the internal mechanisms of the organization.
A content management system can be conventionally divided into two
parts: a database, which collects information on the contents and
memory-storing elements of visualization, allowing display content on
the Internet (templates, graphics, etc.).
In order to further increase the convenience of work, most of the
systems have a means of visual editor (WYSIWYG), which are programs that
generate HTML code from user-formatted text, so that the main task of
content management systems is to allow self-populating web content by
users who are not specialize in creating websites and programming
(although, before working with CMS to carefully read the instructions).

Classification of content management systems
CMS systems are divided on the basis of a few categories.
Due to the type of license are distinguished:

• 
  open systems (called open-source), characterized by the open source
  code that is available for users who can view it, edit, and on this
  basis to create new scripts. Typically, all open systems are free. Examples of such programs are Joomla, Drupal, Wordpress;


• closed systems, privately owned its authors, who have a monopoly on their use. The source code is hidden, and users are unable to edit it. Most closed CMS is payable. An example of a closed CMS is Microsoft SharePoint Server, Site Sapiens ECMP UlterSuite CMS.

Depending on the method of working with a template system that performs
the functions of visualization and structuring content, we can
distinguish the following types of CMS:

• autonomous systems, compilers (called Offline processing). Users of the site, created with the help of this system, see the previously formed and drafted towards the site.
  These content management systems are used to create a static website -
  an online resource, the content of which can be changed only by
  modifying the source code of the document.


• interactive systems (Online processing).
  The content every time it is created and formed anew on the basis of
  information from a database or cache upon receipt of the requests from
  visitors to the page.
  Systems of this type are used to create dynamic pages, ie those whose
  contents can be changed using the same page, without resorting to
  programming and editing source code.


• hybrid systems (called hybrid systems) combine the functions of both autonomous systems and interactive.

Advantages and disadvantages of the use of content management systems
Focused CMS for the average computer user and the Internet provides many benefits, including:

• reduce the cost of maintenance;


• Minimizing the time required to create a website;


• simple parameter settings of content management;


• ease of use of the programs.

Cons CMS:

• large amount of information that can cause server overload;


• instability generated page URLs, which leads to lower reputation in the search engines;


• for the construction of the need to spend your time;


• 
  sometimes you have to incur expenditure in support of the system (often
  have to install the modules and templates that may be payable).

Most open content management systems
The most popular free CMS are Joomla, Drupal, Wordpress.
Joomla - the CMS open source, written in PHP and JavaScript languages ​​and providing a MySQL database.
It is used to create pages of different types (corporate, interactive,
newspapers, private parties, etc.) with varying degrees of difficulty. Examples of sites created with Joomla! are www.linux.com and www.itwire.com.

• Advantages of Joomla!:
  
  
  • a simple and convenient user interface;
  
  
  • minimum set of instruments for the original installation, which can be expanded as needed;
  
  
  • high functionality;
  
  
  • multilingualism;
  
  
  • regular updates.
  
  
  
  


• Cons:
  
  
  • relatively large load on the server;
  
  
  • the possibility of a problem with the code;
  
  
  • "Holes" in the security system;
  
  
  • excessive attachment to the menu items.
  
  
  
  

Drupal - an open content management system written in PHP and supports MySQL and PostgreSQL. It is a CMS, with which you can easily create great websites. In this system have been developed such as the www.mtv.co.uk, www.whitehouse.gov or www.ubuntu.com.
Main advantages:

• functionality and flexibility


• with the number of modules in the system can create unconventional page to the specific contract;


• relatively low load on the servers.

Cons:

• difficult to use;


• system too heavy to pages hosted on the cheap web hosting service subscriptions;


• inefficient use of objective features of PHP.

Wordpress - open CMS written in PHP and MySQL database support. In this system, mainly blogs are created, for example ebayinkblog.com or newsroom.mtv.com.
Pros:

• intuitive, functional and simple interface;


• easy to install;


• Friendly URL (friendly URL);


• multiple languages.

Cons:

• frequent system errors in the case of high footfall;


• weak security system;


• poor reputation in the search engines.

Cloaking

Cloaking
(called cloak - hide, hide) - one of the methods of Black SEO, which
basically means that the same page presents other content crawlers, and
other users.
This method simplifies the positioning to achieve high position in
search results, and at the same time the user gets niezaspamowaną site
with content addressed to him.

Identification of the visitor's side (if it is a robot or user) and to
identify what information is displayed at any given time are made on the
basis of the IP address or User Agent.
Cloaking is picked up by search systems as SPAM, which pollutes the search engine database. Where a case is detected illegal substitution sites can be imposed upon it by the search engine penalties.

Aims use cloakingu
It is generally believed that cloaking is used only to lying to the search engines.
The most glaring example of this is the positioning of the key phrases
that can be achieved quickly and showing TOP Internet users completely
different content, intentionally full of ads, links do not meet user
expectations. It is worth noting that there are also other reasons cloakingu technique is used, among other things:

Some well-known websites use cloakingu to use their resources for users was simpler. For example, Google opens its home page in version tailored to the user's location and the language used by him.

Other applications

• 
  protection of content from theft - users see a different code than the
  one that the site owner wants to protect from being copied;


• 
  user orientation - for example, the method takes into account cloakingu
  settings in your browser and displays the content in that language,
  which is set in the browser;


• geo targeting - displays relevant content based on the user's location, which is determined by IP address;


• 
  the behavior of the template, by using technologies that are not
  noticed by search engine spiders when indexing (javascript elements) -
  the machines showing the indexing pages are identical to the originals
  in terms of structure and content, but presented in a clear way for them
  (eg links text in navigation).

Cache Search

Internet browser cache (called cache) - a mechanism for storing all documents indexed by the search engine online. The aim is to improve the speed of access to information that is likely to be needed in the near future. Websites and content are both indexed and copied and stored in the cache. Through this mechanism, the user can go directly to the search results page or on the saved copy. Go to a page is usually when the party itself for some reason does not work, or when access to it is a threat to your computer.
The content and a copy of the cached search engines may differ from
each other because of the time by copying the contents of crawlers page
may have been changed, and the changes have not been saved by the search
engine.

Audit Service

Audit service is accurate, complete analysis of the site in terms of its compliance with the requirements of search engines.
During the audit takes into account factors that affect visibility in
search engine pages, its attractiveness and usability for web users.
This is the stage prior to the optimization and positioning that are
carried out on the basis of data obtained during the audit.

Components of the audit service:

• 
  Marketing analysis, in which a check is naming the range of services
  offered, description of goods, competition in the industry, the level of
  activity and visibility of sites of competitors.




• 
  Analysis of figurative elements: fonts for their clarity, selection of
  graphics from the point of view of search engine robots, visibility
  graphics for different browsers and at different resolution, etc.




• The analysis of textual content:
  
  
  • unique angle;
  
  
  • Query evaluation and compliance with the content on the site;
  
  
  • assessment of density of the text keywords;
  
  
  • analysis of content description tags, keywords and title;
  
  
  • check for the presence of text semantic markup;
  
  
  • friendliness rating URLs;
  
  
  • analysis of news content and frequency of the refresh rate.
  
  
  
  


• Usability analysis with an assessment of the site's pages for your convenience to navigate.




• Technical analysis of the source code, so that works:
  
  
  • service presence in search engine indexes;
  
  
  • Page Rank indicator;
  
  
  • domain zone, the geographical location of the servers hosting, quality web hosting;
  
  
  • for errors in the files and scripts;
  
  
  • instructions for the search engine robots (robots.txt);
  
  
  • presence of unnecessary code;
  
  
  • CSS and HTML compliance with W3C standards;
  
  
  • proper functioning of links;
  
  
  • maintenance logs;
  
  
  • errors when loading documents;
  
  
  • compliance with the requirements of search engines.
  
  
  
  


• Analysis of visibility with search engine and its location in the natural search results.

Results
As a result of the audit data are obtained on the basis of which earns the recommendations for each component. On the basis of these findings is then carried out optimization and positioning.
Recommendations relate mainly to determine the primary target group and
key phrases, their distribution in the body, changes in the design of
hand, its subject matter, improve internal linking, etc.

Anchor (anchor text)

Anchor text
(anchor text, called "anchor" - anchor) - hyperlink text contained
between the tags and <a> </ a>, significantly affecting the
increase page rankings. The link type <a href = "" http://www.strona.pl "> Web design," Web design "is the anchor text.

Anchor text is the visible to the user, and carries the information of a page on which the link leads. SEO website promotes the inclusion in the text of the anchor key phrases corresponding to the basic query.
External links with anchor texts that contain keyword phrases are
arranged in content links and significantly affect the process of
gaining links to the linked page (Link Building). Properly selected anchor text to help put the website high in the search results.

Types of anchor text:

Create a text selection anchor key phrases for anchor text is made on
the basis of statistics of searches in the selected search engine (eg
Google).
Keep in mind that in addition to the basic key words to create anchor
text used and their synonyms, and also take into account the most common
typos, that can occur when writing the word.
Anchor text should correspond to the content of the page that links
lead containing them and should be personally created by the optimizer
as links generated by the systems they create can not give adequate
results. Links that are not classified as SPAM by your browser must look natural and intelligible.
Do not use too much of links containing the same phrase, and the ratio
of links containing pure keyword phrases to links in which the content
of your keywords are "with interwoven" more specific words should be 1
to 3 It is also important that the text surrounding the link was unique and understandable.

• Texts of key phrases - the contents of such links is placed unmodified, usually highly competitive, key phrase. This anchor text generally consist of two - three words (such as "sale of flats").


• 
  Lyrics "diluted" - that texts in which the main phrases were added
  additional substantiation words, forming together an average or
  niskokonkurencyjne keyword phrases (such as "sale new construction
  apartments Krakow").


• Natural (domain) anchor text - consist exclusively of domain names or adverbs such as "here".

Alt

ALT - HTML attribute used to describe the content of the graphic elements. Through the use of this attribute is generated "alternate text" or text describing the image content.


Text assigned to the ALT attribute is displayed in place of the image
when the user settings is disabled downloading graphics or it is blocked
by your browser. This allows the user to easily navigate the site and have some idea of ​​what images are missing. It is important for users of the readers and the free internet connection.

In addition, some browsers show an alternative text when you hover your mouse over a graphic element.

Importance of SEO

Search engines do not index the same graphics on the website, so reads the description of alt and file name, and on this basis determine which image is the most relewantny to the user's query.


The alt attribute does not play a significant role in shaping the
results, no less should be placed on the primary alternative text key
phrases, which is important when searching the artwork by the search
engine. However, note that the maximum sentence was entered in accordance with the contents of the graphics.
You also can not go overboard with the amount entered in the alto
phrases, because it can be picked up by the search engine as spam.