How it works
Indexing and semantics
A website has appeared on the web. Who will visit it first, not counting the business owners and
developers? The correct answer is no one! Until we tell search engines that our site exists, it won't
even appear in search results.
So the first thing to do is to get it registered in the search engines using Google Search Console and
Yandex.Webmaster (usually done by developers).
What happens next? A search robot, a special programme, arrives at the address specified by us and
sequentially circumnavigates and studies the pages of the site, giving them "scores". This process is
called indexation – based on its results, the search engine understands what queries are relevant to
Another important term to remember is the semantic core. It is an ordered set of words, their
morphological forms and phrases that most accurately describe the activities, goods or services
offered by a website.
Context vs SEO
When a user enters a query into a search box, the search engine generates a list of all websites
whose semantic kernel contains the corresponding words. It then sorts these resources according to
the "scores" given by its robots.
A search engine index is a specialized database in which the search engine stores all the information
it has collected about sites. It is used to rank search results.
Imagine a library, where each book is assigned a code. The first number identifies the genre of the
book, the second the country of publication, the third the year it was written, the fourth the author,
and so on. When you ask a librarian to find you a volume of nineteenth-century French poetry, he
will use the catalogue. There he will find the appropriate genre, country and year of writing.
A bad librarian will put the books in front of you in the order in which they appear on the shelves. A
good librarian will be the first to suggest the one that is most popular with visitors to that library and
that looks most presentable. A tattered book with torn pages would be offered last.*
Let's make things more complicated – suppose an author offered a librarian a sum of money to be the
first to present his work. Then the most popular book would be second on the list.
What affects the position of the site
In the library example, the order of the selected books was determined by their relevance and
condition. In the case of sites – everything is very similar. The more precisely the semantic core of the
site page corresponds to the query and the more fully it answers the user's question, the higher the
Search engines strive to provide users with the most relevant (relevant to the query) results. In
addition, the search robot checks whether the page is adapted for mobile devices and its loading
speed, evaluates the quality of images and descriptions, and whether the colour contrast between
text and background is sufficient.
Different search engines have different requirements for website quality and change regularly. This
means that there is no universal and "one-size-fits-all" solution.
SEO is a set of measures to align a website with the requirements of search engines in order to
improve its ranking in search engines. It allows you to increase your site's position in organic