The linking page

The linking party - the party transmitting part of its value other side, the so-called. the linked page. The statistical value is transferred by means of links placed on the link.
The role of the pages maintainable in positioning is high, because the
strong parties may provide high value, which has a positive effect on
the positions of the parties related to the rankings.





Search pages maintainable

Before the positioner is the task of finding relevant web pages during and deploy on their link on your site.
Search page, you can manually (in thematic directories, social
networks, forums), which is quite time-and labor-intensive, as well as
by specific marketing systems links.
The marketing systems links webmasters for a specific payment available
space on their web sites for the placement of links on the sensors.

Changes related links sales systems should meet a number of criteria:

• high PageRank;


• Domain age appropriate;


• a subject close to the linked page;


• appropriate height of the domain;


• amount of external links should not exceed three.

Doorway pages (doorway pages)

Doorway pages
(called Doorway Pages, The Bridge, The Gateway, Jump Page, Portal Page,
Zebra Page, Entry Page) - websites, created to redirect visitors to a
specific website, or forwarded to their reputation by linking.
Such sites can not be considered wholesome - they are supporting
platform, designed to support the proper positioning of the site.
According to the classification of ways of positioning, the transition
can be determined by color, depending on the aims and objectives of
their creators:

1. "Black" doorway pages

Designed for automatic redirection, usually via a Meta Refresh command
to the appropriate service, which explicitly violate the recommendations
of search engines. This page does not contain structured text - you never see her again.
Its content is generated by special programs interrelated set of
symbols with key words and phrases whose density is usually very large.

Operating principles:


With the help of special generators created a lot przepozycjonowanych
free hostingach pages that link to each other, slightly improving on the
occasion of its parameters. By linking and przeoptymalizowaniu, such sites rise to the top positions of search rankings.
Internet users, adopting them as part comply with their request,
clicking on them, after which they are automatically transferred to
another service, although often with a preset theme something in common,
but located far in the search results.
Search engines absolutely oppose a black doorway, constantly improving
their algorithms and if you encounter does not automatically impose a
ban on them.
Therefore, positioning using them is becoming less popular, but their
simplicity and efficiency continues to attract impatient sensors.

1. "Grey" doorway pages

They are designed to transfer the right news services of inbound links. On pages doorwayowych of this type is established automatically redirected and they are not optimized for keywords.
Therefore, search engines rarely bring these pages to search results
because their content can not be fully compatible with the queries (due
to lack of key phrases). Nevertheless, gray doorway pages contain logically structured text, semantically close to the subject of proper maintenance.
The text is inserted after a couple of links on the right side, which
add its value, which is necessary in the process of positioning. Then, the address of that page as spam is sent internet users, which are used to address databases.
The search engines is difficult to combat the gray doorway, as a matter
of fact they do not infringe the rules: do not automatically redirect
users to other URLs do not contain przeoptymalizowanego and illogical
text.
Nevertheless, however, they can not be regarded as fully compliant with
the guidelines because users become aware of them with spam, which is
opposed by the search engines.

1. "White" doorway pages

These parties do not violate any guidelines of search engines. They contain valuable information, often of a commercial nature and the links on the right side. We can say that these are the main site advertising services.
The boundary between white and gray doorwayami is often contracted as
white are also often spread by spam, because traditional methods consume
a lot of time and money.

Value to search doorway pages



The search engine referrals for webmasters always enters a ban on the use of false doorway pages, or black doorwayów.
If you find them through the search engine they are immediately banned -
thrown out of the search engine's index and, therefore, from the
results list.
Search engines usually do not have a reason to apply sanctions against
the gray and white doorway pages as they do not violate the
recommendations, in particular, do not send out spam directly. It is worth noting that the parties, in which direct doorway, they are punished. An exception may be cases where the doorway is on the subdomain of the main site.

Title

Title - one of the most important tags on a website, which contains the header of the HTML document. By accessing the site, the search engine robots to learn its contents are guided first of all to him.



There are a few useful tips on the header title:

• The header should reflect the essence of pages and be written for the user, not the robot.


• Header length should fall between 50 and 60 characters.


• The header should contain at least one of the key phrases.


• Key phrase in the title tag must correspond frazom in the text of the page.


• Each page of the website should have a unique title.


• The header connectors are undesirable, prepositions, pronouns, etc.


• Do not make the title as special characters.

Adjusting to these simple rules can satisfy not only the search
engines, which will therefore be better to crawl the site, but also
users who are going to the page with the title "Car Auctions" will bid
on the cars, not the advertising of cosmetics.
Otherwise, users will immediately leave a website that does not meet
their expectations, and thus will increase the bounce of the page, which
has a negative impact on the position in search results.

TOP

TOP (from called top - top, top, top) - Page, located on the first page of search results for a particular query. Introduction to the masthead is the primary goal of positioning. The various search engines TOP may be different, which is associated with differences in search algorithms.
It is possible to simultaneously achieve the masthead on Google, Yahoo
and other search engines, however, should take into account the specific
analytical tools for each of the search engines, which, though in many
respects, they often differ radically in the way.




Pozycjonerzy use terms such as TOP1, TOP3, TOP5, TOP10, to determine
the appropriate ranking leader, the first three results, Fridays and
dozens of pages.
Continuing the calculation, such as TOP20, there is no particular
meaning, because the search engine in response to a query by default,
appear on the 10 results per page.
Therefore, the introduction of service to the TOP10, or on the first
page of search results, it should be the goal of a minimum effective
positioning.



The advantages for the parties in TOP10


Most of the users when searching for information, reading only the
first page of results, then change the query more specific or general. In this way, the occupying top positions in the search results objectively attract more attention. This allows you to quickly achieve the objectives for which the site was created.

Minus one - sites located in Topi be continuously monitored so as not to fall in the leading position.
To prevent this, you should continue to use pozycjonerskie action,
although less intense than the introduction of parties to the masthead.

URL

URL
(Uniform Resource Locator) - a standardized format for addressing
resources, standardized form of writing addresses on the Internet.

Each URL is unique and shows the location of the network.
Initially, the creator of URL Tim Berners-Lee wanted to use the
identifier to determine separate files in local area networks, and later
in the global Internet. Currently URL has its own standard (RFC 1738) and used for the determination of any files and nodes in the network.





URL format
URLs that are the traditional form of writing: <protocol> :/ /
<contenttype> strony="">. <username> Domeny="">
<port> / <path URL> / For example: http://www.example . com:
8080/somepath.php / </ port> </ name> </ type> </
protocol>

<protocol> <contenttype> strony=""> <username> domeny=""> <port>

Protocol - Specifies the type of data transfer: http - plain text,
https - the message text over an encrypted connection, FTP - file
transfer protocol, mailto - e-mail address.

Page type - specifies for which browser page is adapted.
According initially accepted standards all URLs beginning with the
letters WWW, allowing to identify the site as a resource available on
the Web with the help of a regular browser (for mobile phones was
subsequently adopted abbreviation wap - Wireless Application Protocol).
Now this principle is used much less frequently, and if, before the
page name is not shown the type, it is assumed that this is the site for
a regular browser. If the site is suitable for viewing on a mobile device, or have it both ways - wap and web extensions are shown.

Domain name - a unique resource address symbols expressed in the network.

Port - port number to access. Any web application has its own data exchange protocols, which are connected to specific ports. Http protocol works with TCP ports 80 or 8080. If the server to which the request is sent, there are just web pages, the default port does not show up. If the server has access can be obtained, for example, ftp, it should still show the port number.

URL Path - indicates the exact position of the home page. Recording Form URL in the URL initially could only use the basic Latin alphabet, numbers and some punctuation marks. Now, with transcoding capabilities, the URL may consist of symbols of many different alphabets, Arabic, Chinese, Cyrillic, etc.

Internet services needed to simplify working with URL
Among the disadvantages include URL lack of clarity, length, and lack
of flexibility, the parties may change or disappear, and the URL will
continue to lead to a non-existent page. Therefore, the resulting Web services, providing the opportunity to simplify the URL:

PURL (called Persistent Uniform Resource Locator - permanent tenant URL). PURL provides specific databases to protect URL. When the output link is changed, this information reaches the database and the necessary changes are introduced. In this way, the external service address remain unchanged.
This is the preferred method for pages with dynamic content that can
often change and change their position: search systems to index page
with the URL PURL and even if you change the output path, file or page
can be found on the server, and the page will not lose position search
results.

Short URL - generic name for Web services, which can significantly
shorten the length of the URL, which is possible by creating aliases
(synonyms) for the final URL of a short domain name.

Friendly URL (friendly URL) - URL is easy and convenient for the user's
address, which greatly facilitates the use of it, not only by the
Internet, but also by the search engine robots.
Getting friendly URLów is possible thanks to so-called process of
rewriting pages (called rewriting), which is usually configured in.
Htaccess file. Many CMS that offer this service, such as Joomla! for each site is assigned a number corresponding to the number in the database.

Usability

Site Usability (called usability
- usability, ease of use, ergonomics) - property maintenance, that
dictates the ease with which a user can navigate between the parties and
to work in his intefejsie.

For usability of a number of factors, such as:

• Nauczalność (learnbility).
  He talks about how fast the user who first sees the interface service
  will possess the skills necessary to perform simple tasks and functions.


• 
  Efficiency of use (efficiency) - determined on the basis of convenience
  and the speed with which the visitor will move in and do the job.


• Zapamiętywalność (memorability). Specifies the ability to quickly memorize the principles of the interface and its navigation. If the next entry you must re-learn the rules of navigating the site, it may mean that it is difficult to remember.


• 
  The number and severity level of error is a factor determining how
  often people make mistakes when moving around the site, how they are
  important and what are the possibilities of repair.


• The subjective feeling, the personal service evaluation by the user.

The importance of usability


Research professionals, such as your User Interface Engineering Inc.,
shows that the search users in 60% of cases they can not find you're
looking for. This leads to lower productivity, loss of valuable time and a decrease in the number of visits the site.
However, according to data provided by Forrester Research, "thanks to
poor usability stores are losing 50% of the buyers, 40% of which will
never come back." Studies on the behavior of users on the Internet show
that visitors receive bad services not loading in a complex structure. Internet users do not want to wait for the complete page load, and spend time to understand the rules of navigating the site. In today's Internet, there are no such concepts as manual repair or exchange service page.
You want to understand the functionality of the service in the first
sekunadach explore page, or instantly know how to navigate through the
site, and immediately save the structure and functions of the service it
offers. If this does not happen, the internet just moves to a different, more rewarding him direction.
A manifestation of concern for the usability is to design a site that
is dedicated to the user, which in turn affects such important
indicators as the frequency of visits and conversions.



Design and Usability Testing

The process of creating a functional and usable website can be divided into two stages: development and testing.

• 
  Designing Usability (Usability Engineering) is part of a methodological
  approach to creating a functional and user-friendly web interface
  interentową. The result of the work at this stage should be properly functioning, efficient and easy-to-use service. Designing usability consists of several stages, of which the most important are:
  
  
  • collect data and requirements for the proposed service;
  
  
  • development and testing of a prototype;
  
  
  • evaluation of design alternatives, and navigation service;
  
  
  • analysis of the problems that you may encounter;
  
  
  • provide solutions and testing them.
  
  
  
  


• Usability Testing (Usability Testing). This is the final phase of the development site usability. The standard test is performed by the user - Scan a certain amount of tasks using the prototypes. During these tests recorded everything he does and says tester. A typical test is performed by at least two users working together. As a result, testing should be collected:
  
  
  • information about the order of steps performed (action) necessary to achieve this objective;
  
  
  • Information about the mistakes made by the user;
  
  
  • because of the difficulties that you encountered;
  
  
  • data rate performance for the tasks;
  
  
  • subjective evaluation of the user's activities on the site.
  
  
  
  

The purpose of testing is to detect potential problems which may be encountered users and to find methods for their solution.

The steps for creating a functional and convenient to use website

• The preliminary stage - at the initial stage, you specify:
  
  
  • goal that guided the creation of service;
  
  
  • target group of Internet users;
  
  
  • characteristics, determining the members of the target group and the objectives for which they visit service.
    These goals are generally the same for most sites, but depending on the
    subject, which moves a particular service specialists who design
    usability can get a additional targets.
    In the process of goal setting should be remembered that the service
    should be as simple, easily digestible and efficient to use, easy
    zapamiętywalnym and satisfactory from the point of view of the
    subjective assessment of the visitor.
  
  
  
  


• A collection of data and requirements
  (for existing sites) - This step is the collection of information from
  users about their requirements for service and assessment of how the
  current website project that corresponds to the requirements. Data can be collected from users by:
  
  
  • form and return form;
  
  
  • analysis of server logs;
  
  
  • Usability testing of an existing service.
  
  
  
  


• Development of a prototype. Well known that the study of impacts is much easier for a real object, and therefore are created prototypes of websites. With their creation uses a minimum amount of content and does not load graphics.
  At this stage, the most important is to analyze the opinions and
  comments of testing users and to determine how the prototype of the
  website is able to perform set tasks.


• Create content and its optimization. One of the main criteria of good usability is the attractiveness of the content to the user. Out of all the information gathered on the site is placed ones are really needed, interesting and understandable for the user.
  Most Internet users during the first few seconds of viewing, scanning
  visual information arranged on the site and read only the ones that
  caught their attention. The text on the page is split into headings, titles and subtitles. In order to facilitate reading and sorting information applies paragraphs, lists, tables.


• Organization-page navigation.
  Main criteria determining the quality-designed navigation is based on
  simplicity and ease with which users can navigate through the pages of
  your website. Therefore, the navigation should be the same on all sites, intuitive, understandable and easy to remember.
  Testing usability testing is an interactive process of detecting the
  factors that help the user, and those that hinder him, carried out in
  order to exclude the latter.
  Testing is typically performed several times, until the development of
  the final variant, corresponding to the requirements of usability.

Webmaster

Webmaster (publisher) - a specialist, who create websites and web applications. A good editor has the ability to typeset, programming, administer the site, design, design, content creation and positioning. The term webmaster appeared in 1992 in the text of father-Fi, Tim Berersa-Lee "Style Guide for Online Hypertext".



Scope of work

Profession webmaster as such does not exist, is not officially marked and is not taught in universities as a separate course.
Usually, webmasters have considerable technical expertise in
programming and administration, in addition to gaining skills in
webdesign and positioning. Webmasters can work for companies, for example, in studies of webdesign or remotely, such as freelancers.

Expectations for qualified webmasters are generally high and the specialist should have a wide range of skills, such as:

• 
  the ability to use at least one programming language (eg PHP), ability
  to work with someone else's code and the knowledge base of other
  languages ​​(Perl, Python, Ruby, etc.);


• basic knowledge of HTML and cascading style sheets CSS;


• understanding of network operation HTTP and CGI standards;


• ability to work with graphics programs;


• 
  conceptual thinking - the ability to think about the logic and the
  development of interaction between the modules and scripts, as well as
  knowledge of CMS systems.


• knowledge base of knowledge in the field of internet marketing and use them in the creation of the usability;


• knowledge of optimization and positioning.

As you can see, a list of competencies publisher is very long and it is by no means the complete list. Of course, having a high level of competence in all of these areas is not possible.
Because of that, large companies employ a few specialists, responsible
for specific areas: the composition of text, design, programming,
project management, etc. In any case, the webmaster should have at least
a basic knowledge of the entire process of working with the website,
since the website is essentially homogeneous body, the smooth operation
could only be guaranteed by the publisher. Similarly, a freelance webmaster can not be responsible for all phases of creating a page.
For small sites it is possible, but the big serious project may require
the participation of many people with different competences. In such cases, the role of the publisher is to coordinate and control the work at every stage.



Education


Admission to work on the position of webmaster usually does not decide
diploma and technical courses, or the police work, but the portfolio -
the number of completed projects, their scale, and that for whom they
were made. Publishers can also apply for a certificate, issued for example by Microsoft (MCSD, MCSE + Internet and MCDBA).

Search Results

Search results (SERP - Search Engine Resultant called Page) - This is the page where the search results are displayed for a specific user query. There you will find links to websites with content that match your query, along with a brief description of the page (snippet). Links are arranged in the form of a ranking list created on the basis of compliance with a given query.
After entering the search query the user looks at it from different
properties (linguistic, morphological, geographical, etc.) and according
to the results of search algorithms build, display the page in the form
of a list of pages in order of their compliance with the request - the
first most relevant to the query.
Search results in response to the same query may differ in various
search engines, which is caused by not using different search
algorithms. Each system has its own unique way to select the most appropriate response based on certain factors.



The search results page consists of the following components:

• List URLs matching the user's query. It is a basic element of performance, called the organic search results. For this item also apply images, videos, maps, news, and audio files that are included in the search results.


• 
  Paid advertisements (called sponsored links), which are presented in
  the form of standard results before the organic results or as short text
  ads placed on the side of the list.


• Links to more places in the ranking of the results. Results Page 10 contains most of the organic search results. The main items in the search results are called TOPEM. The first page of results is TOP10, the second - TOP20, etc.


• 
  Under the search box, some search engines are displayed short blocks of
  information generated at the time of writing queries and give a quick
  answer to the question. In different systems, these blocks have names: Google - OneBox Yahoo - Shortcut.
  This may be a suggestion to correct an error in the query block to the
  weather forecast, the definition of the term, calculator, etc..

What affect search results

Search results are not permanent and changing phenomenon depending on the dynamic changes occurring in the network.

• 
  Changes in Web documents: the appearance or removal from the search
  engine's index, and as a result of transformation - change document
  compliance with the request.


• Updates (update) search engines.


• Changes to the search algorithm.


• Geographical person. Search results may be regional, as between the parties compete with one region. Region query is determined automatically based on the IP address.
  Within the search results, without regional parameter (geotargeting),
  the position will be different than in the regional results.


• Populating the unique content. Pages created for the user-friendly and they are favored by search systems.

Web Search

Internet search engine (Search Engine) - a program with an interface for users to search for and display information according to the user's query.



The types of search engines:

• Global - designed to search for information on the Internet;


• Local - searches the local network or specific services.

There are the following global search systems:

• Universal - search engines give your users the ability to search the content of any type: text, graphics, audio, video. Simply searching in network resources. The world leader in the midst of universal search engine is Google. Besides him, there are quite familiar Yahoo!, Bing, Yandex, Baidu. In Poland, the Google search engine handles about 98% of the requests. In addition to self-service Google.pl, the company serves customers such sites as Onet.pl, Interia.pl or Gazeta.pl;


• specialized - their job is to find information that meets these requirements. These systems find files on FTP servers, goods in online stores information in Usenet (newsgroups worldwide system);


• 
  ideas - a search engine such seek only the information on the Internet
  that may be of interest, certain social groups (religious, professional,
  etc.).

The structure search


The term "search engine" is usually understood as a global, universal
search and will continue to question just about these systems. Schematic structure of most search engines is similar and there is no significant difference between them.



Interface

Seen by some search engine is a web site designed to interface to query the search engine. There also displays search results for a given query.

Software designed for indexing and retrieving information

• search algorithm;


• Database page addresses and information about Internet and intranet resources.

Search algorithm is an active part of the search engine, and his duties include:

• indexing of websites and their content;


• rank your websites and web pages;


• the formation of the search results.

The database (index) used for storing addresses of known search engine
sites and their pages, as well as the content, links or other
information contained on them.
The index is divided into chapters, and placed on multiple servers
distributed around the world (in the case of major search engines)
connected to the network.



Principles of how search engines work

Indexation

Search algorithm operates continuously, 24 hours a day scanning the
global network for new resources going after it finds, and links and
adding (indexing), the new addresses and information to the database
(index). Pages indexation should meet certain requirements concerning:

• uniqueness and quality (accuracy, the value of information and structure) content;


• the quantity and quality of links that the page;


• user activity on the site;


• lack of malware


• 
  Content compliance with certain requirements (for example, prohibiting
  the publication of materials breaking the law, incitement to terrorism);


• compliance with certain rules engine optimization.

Create a page ranking and displaying search results


In response to a user query, job searching an index search system scan,
find and offer you addresses of the parties, which is listed in your
search term, or a combination of the words as the key phrase. If you do not meet the key phrase query, the search engine chooses the side closest to the content.
As is usually the amount in accordance with the query page addresses is
very large, before the search is the task of laying the respective
ranking of those websites.
In other words, due to the fact that search algorithms must provide the
user with the opportunity to get acquainted with the most corresponding
query responses (which in practice is generally not possible because of
the very large quantities), the creator of the search engines took the
decision to display the results in the form of a structured ranked as
the Address Book, the leaders of which are sites with the best
performance, and further in the list are arranged side by deteriorating
indicators. Search results pages is a list of addresses. Furthermore, there is displayed a short text information content, the so-called snippets.



Penalties imposed by the search engines

If you find the job searching sites use to position the unlicensed technology, penalties may be imposed:

• lower position in the ranking;


• remove pages from the index, the so-called ban.

The technique permitted and may lead to the application by the search
engine penalties against parties are not limited to: Black SEO,
publishing unauthorized material, malware distribution, etc.



Priorities in the development of search engines

Search

The steadily growing number of pages wyszukującymi systems poses the
task of developing more and more new ways of organizing data and search
algorithms.
One solution developers search engines see the grouping of documents -
automatically creating multiple groups of semantically similar
documents.
At the same time, the criteria for selecting the groups are not known
in advance, but are determined automatically based on the similarities
observed to date.

Displaying the results

All search engines are geared up to present the widest base of answers to user questions.
Therefore, the search algorithms are improved in such a way that the
results formed the most appropriate query pages, the content of which is
the most interesting, well organized, unique and carrying a lot of
information.

Accurate and comprehensive results


Indices major search engines contain billions of addresses, and the
volume of information that can be found on their sites is hundreds of
thousands of gigabytes. In addition, the major search engines also offer the ability to search images, audio and video files.

Price performance

In addition to basic search algorithms, such as Panda on Google, the search engines also use more sophisticated algorithms. An example is the algorithm Fresh whereby Google constantly scans messages and can crawl them after a few minutes of the event.

Speed


The time needed to develop a search engine query and formulation of the
results is one of the most important parameters that determine how a
search engine, which their creators always try to minimize. At present, the rate of development of a single query in the leading search engines is approximately 1/4 second.