SEO (Search Engine Optimization)

Search Engine Optimization (SEO) helps to increase the popularity of web sites by using different tools designed for that process. In most cases a well-designed, beautiful web site is not enough to become popular and to gain many visitors.

Most users choose the interesting sites from the results given by a search engine (like the Google). That means that he/she looks only at the first 30 results from billions. The search engines browse continually the web, they try to reach even the most far segment of it, and they order the data of the found sites in huge databases. So, if a user requests a certain keyword, the search engine gives back a quick answer based on its database. The most popular search engine is the Google, serving the 80% of the searches, but there is the Bing (Microsoft and Yahoo!) and other alternative search engines, too.

The search engine can't tell the user which result is the best based only to the stored data (usually words and expressions). Most search engines try to correct the list by ordering the results according to the number of the external links pointing to them.

Of course, every developer keeps in secret the exact algorythms, but the general principles are public. We can base our SEO campaign on those. If we know that those sites that appear for certaion keywords on the first place of the search engines 1. have relevant content (we can find on them the keywords and their synonims), 2. are linked by many other sites, well then we can improve the rank of our site, too. On the one hand, every text can be rewritten to contain the relevant keywords, on the other we can try to persuade other sites to put a link pointing at us.

To achieve results one needs to be an expert on this field and should be hard-working, because the search engines try to filter the irrelevant results, and one alwyas have to be one step before the concurrency.

A SEO campaign has to be prepaired carefully. At the first phase we clarify the goals of the web site: who is the target group? what is the exact goal? who is the concurrency and what do they offer? Every area has its most popular keywords, which are searched by many, but there is a long tail, too, which contains relevant, but less popular keywords. You should choose carefully the keywords, because you can left behind your concurrency if you have the right and popular keywords on your site. There is no general recipe to do this: in every case you should analize the keywords and the search trends individually.

After we set the exact goals, themes and keywords, we can begin the actual work: rewrite the content of the site according to the new keywords. Some call this step content optimization, because it concentrates only on the content of the web site, beginning from the text, keywords to the friendly URL-s.

The second part of the work, the link building takes more time, but you shouldn't skip it. It last several months, during which we base and build the net of external referrers to site. The results can be improved significantly, if you can persuade big sites with a lot of vistors to put a link to your site. The more external links point to a site, the better will be the positioning on the search list. And if a site appears on first page of the search results, will have more vistors.