Optimization and Positioning (SEO)

Positioning and optimization service (SEO - called Search Engine Optimization) - all measures taken to improve the position of a website in the search results in search engines.



Purpose and application




The purpose of positioning the web site is to make it such properties
and parameters which facilitate the process of indexing by robots, and
optimally meet the requirements of the search algorithm, so as to
increase the priority of the search results in the formation of the
respective queries.
Optimize the content and code is the first and fundamental step in the
process of positioning page, so its use is the same as the goal of
positioning itself - the introduction of the service on pre-established
positions in the organic search results (Top 1, Top 3, Top 5, Top 10,
etc.).



Types of positioning


Positioning and optimization service precedes the mandatory audit of
the service, during which recommendations are developed for optimizing
the content and code, and how it is implemented. The tasks raised by the audit can be carried out through activities on-site and off-site.



The activities of the party (on-site):

• Distribution of key phrases, according to the subjects on each of its sides.


• 
  Rewriting old, or write a new content while maintaining the necessary
  parameters (uniqueness and volume of text, density and location of
  keywords, links, text structuring, distribution of text titles and
  subtitles, etc.).


• 
  Compilation of meta tags, title (for each party in accordance with the
  key phrases that are positioned for it) and description (short
  description of the content).


• Correction of the source code and improve its errors.


• 
  Optimize service project for the speed of loading the page in your
  browser, read them through different browsers, the adequacy of
  performance style to the subject of the page, select the font, assigning
  alt tags to images, placed on the site, etc.


• Optimising usability: page navigation should be most comfortable for the user. The organization of the overall structure and rules of navigation for the entire site.


• Linking the internal pages of the site: to create a structure of cross-links.

Activities outside the party (off-site):

• Adding the service URL to search engines, directories, assign it, if necessary, to the region.


• Obtaining external inbound links (backlinks) distributed on other sites with appropriate subject. Correcting their existing incoming links: removing unnecessary links from low quality sites and broken.


• 
  Arrangement of entries, articles, posts, opinions, etc. with a link to
  other sites in order to increase the visibility of the site.


• The elimination of potential causes that may lead to the imposition of sanctions by the search engines.

Separation methods of positioning by Color

All the actions taken by the positioners to increase the page rank in search engine rankings can be divided into three groups:

• White positioning method (White Hat SEO)
  This includes efforts to increase site popularity among users
  interentu, providing them with interesting, original and unique content
  with a minimum density of keywords, increasing the number of naturally
  acquired links (for example, by adding to the theme directory) .


• Gray positioning method (Grey Hat SEO)
  SEO is the creation of Grey content with a high density of keywords,
  doorway pages, creating websites zapleczowych so-called "zapleczówek",
  which are then linked with pozycjonowanymi sites.


• Black positioning method (Black Hat SEO) allowed the wide use of doorway pages, content that is only visible to search engine spiders, so-called. Cloaking.
  Services that have been caught on the use of such methods are banished
  by search engines (removal of the search engine's index).

Optimize text content

Optimization of textual content - text adapted to the requirements of the search engines in order to increase the page rank in search results.
This is an extremely important part of the process of positioning, for
it is based on the content side is determined compliance with the
request. The text optimization is a complex set of activities, which consists of several steps:

• 
  Introduction to text keywords - each text is adapted to specific
  inquiries, in response to which the page should appear in the search
  results. Enter keywords in the text must, however sparingly, otherwise the search engines may not accept such a website.


• 
  Check the uniqueness of the text - the text written well is to use a
  service provider checks the uniqueness of the text and if the text is
  not quite unique, fine-tune it from this angle.


• Readability of text - following the above procedures, you should check that the resulting text is easy to read. If readability is not the best, you must answer the question of what is written.
  If it was created especially for robots and probably no one will read
  it, it can be left unchanged, but if the text contains important
  information that you need to hit the visitors to the site, it should be
  reworded so that it is the most readable, even at the cost of delay
  effects of positioning.
  If you are the owner of the lack of time to create the text, the text
  can be ordered with copywriters or purchase it on the stock exchange
  texts.

PageRank (PR)

PageRank (PR)
- expressed an integer between 1 and 10, and the weighting of the
search engine Google, calculated on the basis of the quantity and
quality of links that point to a page, both external and internal.
Calculation of PR with relatively high accuracy can be calculated by
the PR formula, derived from algorithms and formulas presented in the article, the creators of Google, Sergey Brin and Larry Page: PR (A) = (1 - d) + {PR (T1) / C (T1) + ... + PR (Tn) / C (Tn)} d (let's call it a formula No. 1).




Before explaining the symbols in the formula, it must be assumed that
many of the values ​​and symbols used by Google to determine PR hand,
are proprietary business secret.
Therefore, the following explanations are included only putative
definitions developed by the community positioners by experiments.

Because of the large number of sites on the Internet, as defined in
absolute PR is a convenient tool for assessing the significance of the
page (such an assessment is required, for example, in taking decisions
about placement of links on your platform). Definitely more convenient in this case is to use the Google Toolbar PageRank. It is a special plugin for your browser, showing the importance of hand expressed in whole numbers between 1 and 10 TLPR is calculated according to the formula:

TLPR * a = logbasePR


The exact value of the logarithm of the base, which is dependent on the
number of pages on the Internet and its calculation formula is the
secret of Google. Nevertheless, in view of the observations, it can be assumed that this is a value close to the number 7 In the same way for the coefficient a, located between 0 and 1, select a value first On this basis, with a fairly high degree of accuracy, the Google Toolbar PR can be calculated by this method:

TLPRlog7 (PR)

But keep in mind that Google's page ranking process uses a real PR. TLPR is created solely for the convenience of sensors.

Increase PR by the internal linking

• 
  d - the so-called damping factor, reflecting passed by the links the
  linked website (for which a calculated PR) "quantity" of its validity.
  The exact amount of this factor is not disclosed, but the observations
  show that with a high degree of accuracy can be assumed that it is 0.85
  (i.e. 85% of the validity of the party).
  According to other data, the attenuation factor measures how likely is
  the transition from the links on the links on the deployed link. Also in this case for the value of d shall be 0.85.


• n - the number of pages that are located on links on this page for which is calculated PR. - C - The total amount of external links located on the side of the link.


• T (1 to n) - number of pages maintainable. ToolBar PageRank (PageRank Toolbar)

The formula for calculating PageRank

Starting with page ranking formula (formula No. 1), we can conclude that the minimum PR website may be negative or equal to 0 If we assume that d = 0.85, a 1-d = 0.15. Thus is the conclusion that PRmin = 0.15 (the sum of the bracket in the formula No. 1 is 0).
In this way, even for the new service with quite a lot of pages and no
external links, thanks to skillful internal linking (each page has a
link to a specific page), you can get very high PR.

Example:


the number of pages of approximately 15 000, with the mandated 10
internal links leading to the home page on every page, you can get:

PR homepage = 0.15 + 15000/10 * 0.85 = 1275.15 TLPR homepage = log71275, 15 3.6 4


The importance of PR only in the early days of search engine Google PR
was the main factor influencing the ranking of sites in search results. Currently, these factors are approximately 200 However, to this day among the main parameters affecting the results, PR is one of the leading positions.

Subdomain

Subdomain (also called sub-domain) - is part of a higher level domain. For example, if your domain name is domena.pl is the subdomain name will look like this: poddomena.domena.pl. Most hosting companies provide free subdomain registration service. You can also move to a different subdomain hosting, in order to reduce the burden on the site. Subdomains are primarily used to separate sections on websites. For example, news sites often move their forums on a subdomain, so as not to confuse information with discussion. Also, search engines are their additional services, such as the post office, the subdomain.

Position in search results

Position in search results is the location of a particular site in the search results for a given query, which is a key phrase. This item is dependent on many factors, among which are:

• The place where the user is located (geolocation).
  Google to provide the most relevant results, it automatically detects
  the location from which you are asked the question and displays the
  results on its basis.


• Google Dance. Google's algorithm determines which databases the user's browser connects to. Information obtained from various databases may be different as the update does not proceed at the same time.


• Customize results. Google collects information about search preferences through cookies or through Google services.
  When a user is logged in, the search engine gathers information about
  what users search for, what pages visited, etc. To disable the feature
  adaptation of the results, click the "Disable adjustment based on search
  activity."
  Using a variety of browsers, which are written various stories of
  browsing the Internet also affects the personalization of results.


• Search Filters. Such a filter is to search with the "Polish only" or selecting a specific region. Note the default search filters or introduced as needed and modify them accordingly.


• Recommendations G+ 1 They also have an impact on your search results.
  Once logged in Google user searches for information, some brief
  descriptions in Google's search results can be tagged with his friends. Content recommended by friends are considered more valuable referrals by strangers or niepolecanych at all. This feature also personalizes your search results.


• Handling setting, with which the user specifies how many want to see the results on one page. The default is 10 items enabled with dynamic search.

Browser

Web browser
(called Browser to browse from - view) - software to receive, develop,
and view information on the Internet on websites, identifiable by URL
and being a carrier of content, graphics, and other objects.

Some types of web content (images, text) may contain links to other sites on the web.
With the help of search engines and hyperlinks, you get the ability to
quickly move between pages sites and find the information you need.



Principles of operation The main task of browsers to download and display the information on the website. The preparation is carried out in the following way: you type in the address line is the URL of the page you want to view. The browser sends a request to the server to obtain information that is then passed to the program. At the same time followed by reformatting the data from the HTML document interactive.

Most Internet Explorer Internet Explorer (IE) was one of the first graphical browsers developed by Microsoft. The first version of this review appeared in 1995, and since 1996, IE 3.0 has become part of the Windows 95
For the last ten years, the Internet Explorer browser was the leader in
terms of installed copies, but from 2009 began to lose popularity (it
is currently the second most popular search engine in the world and
third in Poland). However, the program remains up to 90% of the market in the UK, Korea, China and the countries of North America.

Pros browser:

Cons:

Google Chrome


A relatively new browser, which appeared in 2008, is currently the most
popular in the world (in Poland persists priority Mozilla Firefox). As it is based on Chromium browser uses the free and the WebKit engine, which is used to display web pages. With Chrome users will get access to new, heretofore unavailable in browsers function. Google Chrome can be installed on Windows operating systems, Mac OS and Linux.

Pros:

Cons:

Mozilla Firefox

The first version of Mozilla Firefox appeared in 2004. Currently, it occupies the third position in the world in terms of popularity in Poland - first.
Mozilla Corporation is constantly working on improving the browser, not
only for Windows but also on Mac OS X, FreeBSD, Linux, and others.

Advantages:

Cons:

Opera

The first version of Opera, appeared in 1995. Initially it was distributed directly from the limited license (shareware), which could affect its low popularity. Ten years after the appearance of the browser rules for its use have evolved and received the status of a freeware. One of the advantages Opera is its adaptation to mobile devices (versions of Opera Mini and Opera Mobile). Currently, it occupies the fifth position in the world and fourth in Poland.

Pros:

Cons:

• Traditional way to get the time with Windows;


• ease of use.


• Not all web standards;


• small browser performance;


• common security problems.


• high level of safety;


• high speed operation.


• The minimum amount of built-in functions;


• browser does not work on systems earlier than Windows XP.


• many built-in plug-in;


• availability of multiple extensions;


• ability to change the appearance.


• a number of gaps in the safety program;


• high efficiency and speed of work;


• convenient navigation;


• the ability to install multiple plugins;


• suitable for all mobile OS.


• it is not possible to make certain settings, using the graphical interface;


• problems with the operation of certain plugins.

Friendly URLs

Friendly URL is a unique web address that briefly define their content and are clear and easy to read for users.
Most content management systems to create pages gives them addresses
consisting of chaotic and illogical (from the point of view of a human)
character set, for example:
http://site/catalogue.php?sect=9&kind=34&manuf=samsung. Of course, the code is understandable only for developers and not for regular users. The concept is to develop a friendly URLs short, laconic, available for Internet addresses. The same address in a friendly version will look like this: http://site/catalogue/phones/touch/samsung/.



Impact on SEO-friendly URL



Friendly addresses a positive effect on growth position in search results. This is due to the fact that they generally contain keywords, which is well received by the search engines.
Accordingly friendly URLs organized structure significantly helps
people find their site interesting and mostly on information from such
sites users deploy links. However, long URLs with an incomprehensible sense repel and deter visitors. It is worth noting that the address formatting to be carried out immediately after the creation of the page.
Subsequent changes may result in the temporary disappearance from the
search results - search engines need time to crawl again changed links
and remove old ones.



Set the friendly URL

Most CMS
systems makes it possible to automate the process of making friendly
URLs that are created based on the headlines placed on those pages.



Pros friendly URL:

• Users can better understand the structure of the site;


• Such addresses are easy to remember;


• if you need to go to level up enough that visitors wear off unnecessary part of the address;


• 
  when you return to our site, you can immediately get to it interesting
  chapter, omitting unnecessary hand, guided only addresses the previous
  questions;


• increasing position in search results.

Less:

• increase the load on the server.

Snippet

Snippet (called snippets - section) - a small piece of text wyświelający next link in the search results. In other words, it is a short description of the web page corresponding to the request for a search engine.



Snippetu role in SEO



In the snippet are highlighted keywords from the query to the search engine. The content of the snippet, often enough to get the information you need, without having to go to the page.
Snippetu role is often underestimated, but to motivate the user to
enter the website, you should take care of the eye-catching snippets.
Competition, even found a few items below, due to optimum snippetowi
can enjoy greater popularity than the party in the first position
without polished snippetu.
The more accurate and concise answer to the question gives the snippet,
the greater the number of passes will record the page, which has a
significant impact on ranking high in the search results.



How to influence the content of snippetu


Snippet is formed by the search engine based on specific algorithms,
and its quality, as above mentioned, affects the amount go to the site
from search results. The question now is how the positioner can influence its content. Basically, for the search engines recognize the underlying meta tag description and content of the page. Each search engine has its nuances, the knowledge of which allows you to manipulate the contents of snippetu.


With Google as the basis for creating snippetu accepted meta tag
description if search finds that it corresponds to the content of
queries and can be useful for the user. Therefore, be sure to filling that tag. Google snippetu length is 160 characters.
The length of the meta description may exceed that amount, and the text
will be taken into consideration by the search engine as a whole. From this it follows that affect the snippets on Google you can thanks to a valid description in the meta description. Just enter there two sentences containing both key phrase itself and its modifications. Also make sure that your content and positioning umiejętym for these key phrases.

Stop-words (stopwords)

Stop-words (stopwords) - a concept of SEO.
These are the words that add nothing to the text from the point of view
of logic and communication, and do not involve any substantive content,
the most common pronouns, przyimiki, numerals, etc. These words are
ignored by search engines.



The following list of commonly used stopwords:




and that, ah, though, but, oh, either, but, oh, no, even, more, much,
because, in fact, that they were, by no means, be, was, was, was, were,
will be, will be, inches, whole, whole, you, you, you, what, whatever,
something, sometimes, sometimes, why, if, that is, far, for, why, why,
to, well, nowhere, pretty, much, two, two, two, two, today, today, when,
if, for, where, somewhere, someplace, it, and, the, what, the, other,
other, other, other, that, I, it, like, some, like, which, for some,
what, a! What, however, as, somehow, it, one, one, one, however, but,
its, its, to him, is, I am, yet, if, if, now, it, all, When, several,
someone, anyone, anyone, who, who, whom, whose, who, whom, where, who,
for, years, but, or, have, have, little, I, I, even between, me, me,
can, my, my, my, my, can, can, can, my, it must, we, on, over, us, us,
us, our, our, our, our, our, our, however, immediately, even her,
nothing they do not, let, him, her, him, never before, them, than, well,
the next, from, around, he, she, they, they, it, and, behold, yes, you,
you, you, the, the, the, though, over, since, should, should, should,
should, in addition, the law, after all, in front of, above, before,
the, the, the, Also, alone, alone, are, now, where, each, other, meaning
their, that, as such, such, such as, there are, of this, this, that,
now, also, that, you, you, so, you, here, here, your, your, your, your,
thy, your, you, the, only, the, in, the, you, you, you, yours, yours,
yours, we, according to many, many, more, more, all, all, all, all, all,
the, you, just, with, for, perhaps, forever, from, zł, again, again,
was, no, no, no, any that to.

The word "no" is not a stop-word, it means the plant.




Due to constant changes in the algorithms, the list of these words
requires regular updates, because each search engine has its own
database of stop-words.
Therefore, creating content for a website worth paying attention to the
frequency of stop-words and their stosunkek the total number of words
in the text.