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All about website promotion, optimization, advertising, technology, development, services and more.

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What is site content
Content is everything that is present on the site: text content, images, audio, video, and other files of any extension. For the user, the content may be presented for viewing, downloading, or other actions.
Many web-studios offer a content management service, that is, filling the site with content. In some cases, this concept can only include posting information on the site using CMS, in others, it can also be the creation of the content itself by copywriters, photographers, and other employees. This work is necessary both in the process of creating the site and during its further operation.
What does content mean for website promotion
Regular content is one of the signs of the site's viability. Updating the site's content is a necessary condition for its successful promotion. Incorrect and outdated information on the resource misleads users and makes a negative impression of its owner. Search engines understand this, and therefore take freshness into account as one of the factors in determining relevance. For this reason, you should try to keep any data on the site up to date, whether it is the “News” or “Contacts”, “History of the company” or “Portfolio”.

Content audit is an effective procedure for analyzing the content of a site from the perspective of compliance with the goals and objectives of the resource. Content auditing is especially necessary for companies whose website has been created long ago and in cases where due attention was not paid to the content at the development stage. During this analysis, specialists can identify and correct significant errors, repetitions, and eliminate the lack of information. For example, a lawyer will check the texts for compliance with the law, and a copywriter will check for literacy and style.
Seo optimizers also conduct content audits, during which they check the text compliance with search engine algorithms: keywords are added, spam is eliminated and uniqueness is increased.
All texts must be unique. To check this, we analyze their presence on other sites. If the text is not unique and it is detected by search engines, this may lead to the site being banned. Thus, non-unique content means the absence of positions in the search results.
Also, when preparing content for promotion, SEO specialists analyze competing sites. This method allows you to determine the effective number of occurrences of keywords in the text – this allows you to avoid spam and at the same time make the page relevant.

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Site optimization - methods aimed at improving the Internet resource, so that the search engine is favorable to the resource when moving up in the search results and getting into the TOP.
To achieve this goal, you should rely on search algorithms and regularly work on the site in a comprehensive manner.
White, gray, or black?
Depending on what methods the webmaster uses when working on resources, you can optimize the site in white, gray, or black.
Black optimization is represented by illegal methods, in fact, the webmaster is trying to manipulate search engine algorithms. The gray optimizer uses theoretically unresolved methods. Sites processed using black or gray SEO methods often fall under the ban or filters of search engines.
White optimization is the most acceptable type of website optimization, whose methods are aimed not only at meeting the needs of search robots but also for ordinary users.
Internal optimization
Internal optimization involves working with the content of the resource, for example, placing original texts, creating a site map and its menu, correctly filling out the title, description, and keywords, working with keywords. The latter involves the layout of the semantic core and the organic arrangement of key phrases on the site. Page linking also applies to internal optimization.
External optimization
During external optimization, the webmaster tries to get external links to their site. Depending on the type of optimization, the possibilities for collecting links also differ. A sharp increase in the link building on one site, especially if the site is young, can cause sanctions to be imposed, the so-called link explosion.
Constantly improving search engine algorithms with their more and more tightened system of control over black SEO are forcing optimization methods to change and become more complicated.
 

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Meta tags are HTML tags that are used to specify additional information about a page on a site. This article will focus on meta tags designed for search engines. Their importance in promoting the site is quite noticeable. Therefore, you should use them on every page. If there are no meta tags in the HTML code of the document, it will be extremely difficult to achieve a positive result.

The main functions of the <meta> tag:
transmit information to search engine robots; they serve as instructions for browsers, various services, and software; contains information about the authorship and source of the document. Meta tags can be universal and supported only by specific systems.
Where to embed meta tags in HTML
Like other meta tags, they should be located inside the <head> tag:
<meta name = "name_meta" content = "content_meta" /> Now let's look at the main HTML meta tags used for search robots.
Robots
A meta tag tells search engine robots how to crawl and index a page.
The following is an example of how HTML meta tags are used for search robots:
<head> <meta name = "description" content = "A brief description of this page." /> <meta name = "keywords" content = "page, description" /> <meta name = "robots" content = "index, follow "/> </head> It is worth noting that the Robots meta tag can have several values. the most important ones are given below:
all - means that indexing and following links are allowed, similar to index, follow; noindex - prohibition of indexing; index - indexing is enabled; noindex, follow - this value informs the search engine that the page does not need indexing, but need to follow the links here. nofollow - can not follow the links; follow - can follow the links; noarchive - it is forbidden to show the link to the saved copy; noyaca - (for Yandex) do not use the description from Yandex.Catalog for a snippet; nosnippet - (in Google) can't use a snippet of text or show a video; noimageindex - (in Google) prohibits specifying the page as the image source; unavailable_after: [date] - (on Google) after the specified date, the page will no longer crawl and index; none - the search robot does not need to index and follow links. Description
It includes the page description. That is, the information located on the page should be briefly formulated in this meta tag. Many do not see the importance of this element, however, it significantly affects the search results, and therefore each page should have a description meta tag.
The meta tag name= "description" can be used by search engines when generating a snippet, so it should:
accurately describe the content of the page; make you want to click; include the promoted keyword. Different search engines display 160–240 characters.
The description for each promoted page must be unique.
Keywords
A meta tag consisting of keywords for the page. May contain a group of different words that are most often found on the page.
The meta tag name = “keywords” used to be used by search engines in the ranking, but due to numerous manipulations, its significance was constantly decreasing. Now, most search engines ignore it. Google does not support it at all, and Yandex writes that it can take it into account. But in practice, keywords have not had an impact for a long time, and its incorrect filling can lead to spam.
There are three approaches:
leave blank; write specific phrases or single words separated by commas; enter a space-separated disjointed set of words that can be used to compose keywords. If you decide to specify keywords, it is important to avoid spam.
Keywords must characterize a specific page and be mentioned in the content.
Title
The Title is not technically a meta tag, but it is often assigned to this group because it contains information that is used by search engines and browsers.
This HTML tag is important for SEO: it affects the ranking and clickability of the snippet.
Classic recommendations:
use the main promoted keyword on the page; ensure uniqueness within the site; make attractive to the user; choose a length so that the title is not cut off in the snippet. The recommended length is 70–80 characters.
Other meta tags
Verification
You can use this meta tag for google-site-verification and Yandex-verification (or any other method) to confirm your ownership of the site and the ability to manage it in Yandex Webmaster or Google Search Console.
Viewport
The meta tag is used to adapt to mobile devices and controls the scale of the visible viewing area in the browser. Without it, the display is incorrect.
Http-equiv
Accepted Values:
Content-Type - helps determine the encoding and type of the document; Refresh - redirects to another page after the specified time in seconds; Content-Language - specifies the main language of the document. The tag tells the browser on the basis of what data the content of the document should be processed.
Author and Copyright
Function – identification of the author. If the site is owned by a company, Copyright is used, if a specific person – Author.

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Natural Links - What is it?
Natural links are links to external resources that appear on the Internet in a natural way. They are posted by webmasters if they believe that some material located by reference will be useful and interesting to visitors to their site. Such hyperlinks indicate that the resource on which they are placed is a high-quality website made for people, and not for deceiving search robots.

The role of natural links in website promotion
As you know, SEO promotion of a site involves working with an external link building, which directly affects the ranking of pages in search results. If earlier it was enough to buy a certain number of links and the site got into the top, today it is desirable to increase the link building naturally (that is, by increasing the number of natural links).
Unnatural link building, in turn, is built up by artificial means. In other words, the placement is carried out not at the publisher's own request, but for a certain fee. For example, for money or for mutual placement of links.
The main difference between natural and unnatural links is that the first appear regularly with a gradual increase in their number. If people like content and share it, then more people will like it and share it even more. The latter may appear randomly, depending on how they are purchased. For example, this week they bought 100 pieces, and the next - 0.
Search engines have a negative attitude to purchased links, while natural links can significantly increase the site's position in search results. For this reason, it is very important to maintain the naturalness of the link building. Otherwise, hyperlinks can have a negative impact on ranking. And instead of going up, the site will fall under sanctions.
Search robots have learned to track the quality of the link building of a resource. If they suspect a site of buying and selling links or other similar operations, penalties will be imposed on it (falling under filters that do not allow pages ranked). Therefore, it is important that the promotion is carried out by increasing precisely the natural link building.
To determine the naturalness of the linking environment, search engines have many parameters:
What anchors refer to the resource - how naturally does the acceptor anchor list look like; The growth rate of the link building - you need to be especially attentive to young sites, also do not forget about the "link explosion"; Characteristics of donors - whether they were previously "suspected" of selling or exchanging links; Characteristics of the recipients - whether they were previously “caught” in the purchase of links; Location of the link on the page – in the vast majority of cases, the natural link is located in the same block with the main content of the page; The degree of relevance of the topics of the donor and recipient; Visitors click on these links. This is a small part of the factors that the search engine analyzes. All of these parameters are evaluated together.
Where to get natural links
Of course, getting natural links is not so easy. This is why most webmasters resort to buying. But it's still possible.
How to increase the natural link building:
Publish really good content. Going to any site, a person is looking for something (a product, service, or information). Your site should answer his question. If the content is useful and interesting, they will definitely share it; Create pages on social networks and perform parallel publication of content with links to resource pages. Firstly, the links themselves will already have a lot of weight, as search engines trust popular social networks. Secondly, people who saw an interesting post will share it, which means distributing links; Use viral marketing. The publication of viral content allows you to reach a huge audience in the shortest possible time, which will increase the number of backlinks to the source; Hold contests and sweepstakes. People love such actions and actively share them. In this case, for example, one of the conditions of the competition may be the placement of links on your page; leave quality comments with links on forums and blogs. It is important to understand that no one likes open advertising. Doubtful comments will be deleted. Enter the links organically and on the topic, so that it looks like "I just want to share something useful with you"; Share links with other content sites. This method is not entirely natural, but if you choose a high-quality platform for mutual promotion, such links will not look suspicious. Any natural link will be better than any purchased one, even if you have selected the highest quality donors. After all, the natural appearance of links on third-party resources suggests that the content is interesting and liked by people, which means that others will share it.

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A donor in SEO is a slang term for a site that passes statistical weight to the acceptor, i.e. to another site that it links to. Donor-acceptor relationships play a very important role in website promotion.

It is worth noting that an external link from a donor cannot always transfer weight to an acceptor. A similar situation can occur if the attribute rel = ”nofollow” is present, which prohibits search robots from clicking on this link, or meta tags that perform similar functions, but for all links on the page.
In general, the very concept of a “donor site” appeared on the basis of the English expression “link juice”, which literally translates as “link juice”. So a scheme was invented, which involved the transfusion of reference juice from one container (that is, from a donor site) to others.
How to find donors?
You can find link donors using numerous link exchanges. You can also use other resources, for example, social networks, directories, forums.
For optimizers, such donor sites are very important, because their presence and number directly affect the position of the promoted resource. A significant emphasis is placed on the quality of the resource.
The search for link donors by some optimizers is carried out independently because it costs less, but if the quality of such a site is really important to you, it will be better to use link exchanges.
Parameters to check with donor links:
matching the subject of the acceptor site; site authority; assigned region; the number of outgoing links from the page and the site as a whole; Incoming link mass unique content; domain age; Page Rank and TIC indicators; location of the link on the page; domain zone.

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Acceptor - a site (page) to which a link is established on another web document (donor), and through which a reference weight is transmitted (from the Latin "accipio" - accept). In this case, we can talk about a donor-acceptor bond. In the image below in the center is the acceptor page, the rest are donors.

Consider the effect of this connection. An external link conveys a specific reference "weight". Depending on many factors, this “weight” can have different meanings. The received "weight", the acceptor site can be distributed on the internal pages (subject to the availability of internal linking), or transfer it to third-party sites (subject to the presence of external linking). Any acceptor site can also be a donor site. Most clearly this mechanism describes the PageRank algorithm.
At this stage of search engine development, reference ranking plays an important role, which directly takes into account the donor-acceptor mechanism. The higher the level of authority of the donor and the more natural the link, the more valuable it is for the acceptor page. The number of referring documents and anchors is also important for the acceptor.

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External linking is placing a link from one site (acceptor) on the page of another (donor). If the donor has a higher rating in the search engine than the acceptor, it will transfer most of the static weight. When a link is placed on a site with a lower or identical rank, less weight is given.
Unlike internal linking, external linking is not considered in detail by almost any SEO optimizer. The types, principles, and schemes of both links are almost identical, but there are some nuances.
So, the schemes and terminology of external linking are almost identical to the schemes of link exchange, with a difference only in the number of links, which are a lot when linking.
The efficiency of linking will increase if a link with an anchor is involved. Anchor - the keyword is taken into account by search robots, which can later affect the ranking of the resource.
How to link?
By adhering to simple linking rules, you can achieve high results:
linking should go in a circle, in this case, the weight of links is not depreciated. keyword anchors are much more effective than links without anchors. there should be no external links from promoted pages. the promoted page must have links from different pages.

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Internal linking is the placement of links from one page to another within the same site. As the core of internal optimization, it increases the static weight of the page, lifts it in search results for mid and low queries.

What are the functions of internal linking:
distributes weight between pages, creates a semantic connection between articles. How does this look in practice? Suppose I'm writing a text about taking care of dachshunds. It describes the daily procedures, diet, and mandatory vaccinations. I can insert there a thematic link to articles about dog diseases, the nature of the breed, a list of the best feeds, stores, and so on. I will use linking to transfer some of the weight of the old page to the new one, and the search robot will notice it first.
The main rules:
The page and its content should be relevant to the inserted hyperlink. A continued link complements the topic. Add a link to a picture. The search robot reads better, understands the text content. But, if you have already made the image clickable, then at least specify the keywords in the Alt attribute and title. For one article, 2-3 thematic hyperlinks are enough. Their anchors must be different from each other, otherwise, the search engine will glue the links, and part of the static weight will go nowhere. Fight the 404 error. If a page becomes unavailable and the search robot can't index it, provide another relevant page. Classification of linking by link type and location:
Contextual - Hyperlinks are evenly distributed throughout the text. The ranking increases due to the fact that they contain an anchor with keywords. For example, if the article talks about a domain, links to a page about hosting will fit perfectly there. Navigation - Here the links are part of the article's table of contents. They help the reader navigate the material, find an answer to a query on the topic. They are used in large articles with at least 6000 characters and at least 4 subheadings. End-to-end links - This includes all hyperlinks placed on the side menu or tabs. It is important to structure them correctly because they strongly influence the site's ranking. Useful links - Probably, you have more than once after reading a blog post encountered a group of hyperlinks at the bottom like "useful”," read more”, " similar”, “with this read more” – this is a thematic link. Create a sitemap. This is a special page that contains links to the main sections of the project. It will not be authoritative due to a large number of transitions, but it will speed up indexing several times.
Before optimizing, I recommend that you conduct an audit and clean the site:
Remove unnecessary hyperlinks, check if the remaining ones are correctly framed. Calculate the weight of pages, identify the weakest, make a list of keywords for promotion. Fit pages to the collected keys, queries - edit headings, titles and articles themselves. Manual: workflows and methods
Inserting hyperlinks and organizing links between pages is difficult and time-consuming. But the result is several times better. I don't encourage you to give up automatic linking methods. They can be used. Only within reasonable limits.

Before I tell you the secrets of the schemes, I will tell you how the correct link differs from the illiterate one. The difference is the same as between tangled headphones in your pocket and unwound, neatly folded. In both cases, poor organization is annoying and makes you want to quit everything. Imagine how a user feels when they don't find the desired page in two clicks. He gets angry and leaves. The search engine reduces the rating by analyzing behavioral factors and navigation.
Competent manual linking is the placement of hyperlinks in a strict scheme, where pages are grouped by meaning and level.
The simplified site structure consists of:
1st level - the main page. 2nd level - sections. 3rd level - subsections, subcategories, and nested pages with information/products. Why am I telling all this? In order to choose the right linking scheme, you need to take into account all factors, such as the subject of the site, goals, and promoted queries. It will be easier for you to learn how to link to high-frequency, mid-frequency, low-frequency queries if you understand how the site is arranged.
We will analyze the most commonly used and popular schemes for promotion on HF, MF, and LF queries.
HF (high-frequency) queries for the main page of the site In this scheme, all emphasis is on promoting the main page of the site. First, from the main page, there are links to pages of the 2nd level, from them links to pages of the 3rd level. But at the same time, the pages of both the second and third levels link to the main page. Thus, the main page collects the maximum weight.
MF (mid-frequency) queries for categories/sections of a site In most cases, this scheme is ideal for an online store. We get links to section pages not only from the main page but also from product/services pages. This is very convenient if the user is looking for, for example, "wheels for a car" - without indicating either the brand of the car or the manufacturer of the wheels.
LF (low-frequency) queries for sections and articles of the third level In this variant of internal linking, the main emphasis is on pages of the third level, i.e. on specific articles or products. They gain weight not only from section pages but also from each other. All pages of the 3rd level must be linked with each other. External links are also most useful when linking to specific pages of articles or products.
Hierarchical diagram We select one page. It will collect the maximum weight. There we place links to two other pages, and from them to two more, and so on in order of geometric progression. And they put links to the selected page for promotion.
The disadvantage of this method is its fragility. If even one element of this reference structure is unavailable, the effectiveness is reduced to zero.
Ring circuit Sections and pages with content link to each other and to one promoted page (gets more static weight, gains enough anchors).

The weak point of the ring model is fragility. If at least one link turns out to be broken, then the entire link structure will fall apart like a house of cards.
Asterisk scheme Classic. Pages link to each other crosswise. I advise you to choose this model if you are going to promote the entire content of the site and have not allocated a specific page for SEO optimization.
Weight is distributed evenly, indexing by search robots is accelerated.
Automatic
Scripts and plugins have made life easier for webmasters. If you set the correct parameters, you enjoy the result. But the question remains  "Why didn't the automatic method completely replace the manual method?” The fact is that this method has many disadvantages:
Non-unique anchors. The search robot will consider them to be spam, reduce the ranking of your site. No near-link text. The keyword and link do not fit well. It is difficult to configure the distribution of hyperlinks correctly. The volumes of the articles are different. There is no need to completely refuse. Just use it together with manual linking.
Other methods:
creating a site map, formation of a list of articles similar in topic, affixing contextual links within text using programs. I recommend establishing such a link on any information site. Visitors will say thank you.

In conclusion, we can only summarize that for competent linking with the maximum benefit for promotion, three rules must be observed:
Well-tuned website navigation Using a suitable linking scheme Precisely matched link anchors Note that internal linking is part of the link profile of the site, and this is one of the most important blocks of work in promoting the resource. To get into the TOP, and not under filters, we recommend that you monitor the quality of the link profile.
Promote the site correctly and do it comprehensively! In addition to the linking, there is still much that is important and necessary.

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A backlink (inbound link) is a link from a third-party resource that leads to a page on your website and transfers weight from the donor to the acceptor. For example - if a link from site A is hosted on site B, then it becomes the backlink of site A.
The increase in the number of site backlinks leads to an increase in its popularity and positions in search engines for keywords that are specified in anchors. Getting backlinks is quite a complicated process. For its successful implementation, you need to work on your resource - regularly fill it with useful and unique content. Then people will want to link to your site.
You can see backlinks using backlink parsing services: Ahrefs, Majestic and others.

Website backlinks for promotion
Backlinks play a key role in search promotion. The first mention of links in SEO appeared at a time when the Google Pagerank algorithm became widely known. According to the algorithm, the authority of pages was evaluated based on their conditional weight, which was transmitted from other pages. Not only the number of pages with links but also their weights were included in the rating. In this regard, a single link from an authoritative resource could have a greater effect than a large number of links from less authoritative sites.
Pagerank contributed to raising the quality of search to a higher level. However, optimizers soon learned to influence link ranking through link exchange. The next step was directories of hyperlinks, and later - exchanges.
To this day, backlinks are an integral and most expensive strategy for website promotion. Despite the fact that search engines are constantly improving, optimizers are still able to influence the position in the search results of a resource by reference ranking.

Today, search engines can impose filters on a site for poor-quality backlinks. These include spam links and purchase links (SEO links).
Backlinks from the point of view of monetization
Backlinks can bring a good profit to the webmaster. The webmaster rents out space on his site and puts backlinks of optimizers, for which he receives money.
It is worth remembering that the search engine can evaluate excessive interest in setting site backlinks as link spam, and the site will have a chance to be sanctioned.
Frequently asked questions about Backlink
What is the difference between a backlink and hyperlink? A hyperlink is any link, reference to data that a user can follow by clicking or tapping, including the links in your website navigation or to a specific element within a document. A backlink is an incoming link from another website that points to your site. What is the difference between backlink and external link? Backlinks (inbound links) are the links that are pointing to your website from other websites and external links (outbound links) are the links that are pointing to other sites from your website. Are backlinks still important? Yes, backlinks still matter for SEO. Backlinks are important for SEO because they represent reference from one website to another. Some search engines like Google will give more credit to a website that has a good number of quality backlinks and consider those websites more relevant than others in the SERP.

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A link (hyperlink) is a part of a hypertext document that refers to another element (command, title, text, image, note) in the document itself, to another object (application, directory, file) located on a computer network or on a local disk, or on the elements of the object.
In SEO, links for a site play an important role, which is why webmasters use them for external optimization.
In the HTML code, the link is presented in the form of a construction <a> anchor </a>. Opening and closing tags are required. Depending on the presence of the attributes, "href" or "name" sets the transition option or bookmark (anchor). The bookmark (<a name="name"> ... </a>) allows you to go directly to the part of the document where it is installed. The value of the href = "" attribute is the URL required for the transition (<a href="url"> anchor </a>.
The link for the site can be either absolute - indicating the full path to the file (http://example.com/articles.html) or relative (/articles.html). For better indexing by search engines, it is recommended that you use absolute links.
Why do I need links
A hyperlink is the main tool with which you can navigate the site and the Internet as a whole. In the network, they can indicate that they belong to a specific file, for example, on a particular site or file hosting. This allows you to download data in different formats. Links are necessary for users to instantly move from one resource to another, download files, and exchange information. The proper use of hyperlinks is a critical factor in increasing the usability of a site.
There are several types of hyperlinks:
Anchor and non-anchor - An anchor link is a part of the text that is graphically designed as a hyperlink. A non-anchor link is a hyperlink that is designed as a URL. External and internal - External hyperlinks take you to other pages or documents on the web. That is, on web resources that are located outside of our site. Internal hyperlinks allow us to navigate within our site. Anchor hyperlinks - used to navigate to a specific area of the document. The site may have a table of contents that contains hyperlinks to specific chapters on the same page of the site. Influence of links on SEO
Links play an important role in improving the site's position in search engines. They are necessary for both internal and external optimization. Search engines take into account the reference of a resource when ranking a site in organic search results. Hence, there is a need to build up the reference links from various resources. The more sites that publish articles with links to your site, the higher it's level of authority. It is very difficult to get free links for sites that were created recently. No one knows about such resources, the number of pages does not exceed thousands, so the owners resort to the help of specialized exchanges for purchasing links or use various platforms and forums for direct contact with the owners of trust resources.
At this stage in the development of search, search engines can impose filters on the site for poor-quality link environment. They include purchased links (SEO links) and spam links.
Outgoing links are also important when promoting a site. The webmaster must carefully make sure that there are no spam links on their resource, otherwise they may also lower their rating in the search engine.

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