What is SEO? It is search engine optimisation, or in simple terms, the promotion of a website in
Yandex, Google or Rambler. Unlike other promotion tools, Search engine optimization works with
free traffic from search engines (SP). The popularity of this technology is great. In the long term, a
"promoted" company in the top of the list will be able to attract 60-90% of all traffic to the site in its
niche. However, many are frightened by the complexity, incomprehensible algorithms ranking and a
long implementation period.

SEO – what is it and how does it work?
Since the advent of SEO, site owners, marketers and promoters want to know exactly how search
engines determine which resource is best. The ranking algorithms of Yandex and Google are kept
secret. There are stories that even employees of search engines are not 100% aware of all the
nuances of ranking. However, the basic principles of search engines are well known.

Classic Search engine optimization is based on key queries from users. That is, the robots of Yandex
or Google are looking for web sites with content most relevant to the search query. It is the simplest
and most outdated algorithm. Since 2005, search engines introduced the concept of relevance. To
promote the top was not enough just to "stuff" the page with keywords. In order for a site to be
ranked highly, all content must be relevant to the query.

Another factor that affects SEO is the behavioural characteristics of visitors. In other words,
optimized content should engage users and make them stay on the page longer, click on links,
comment and be active.

Let's briefly describe what else goes into promoting a website:

Compiling a semantic core – we select with the help of special services and programs base of key
queries on the theme of business;
Technical optimization. This includes work on the structure of the resource, the arrangement of title,
description, headings, h1-h6, writing useful content and more;
Internal and external optimization – the arrangement of links, cross-linking on the site, work on the
credibility of the resource in the network;
Monitoring and improving the behavioral factors of users;
Analytics of the results, promotion metrics, implementation of changes based on them.

How to measure the result? The effectiveness of promotion can be monitored using two indicators:

The position of the site in the search results for a specific query. Simply enter the word or phrase for
which you are promoting and find the page in the search results. It is important to remember that
SEO takes time. Depending on the niche, it can take from 3 to 12 months to promote a website to the
top 20, 10, 5. This is subject to a professional approach.
Traffic from search engine results. Free statistics services Yandex.Metrika and Google Analytics are
used for analytics. They can be used to determine the source of traffic, as well as the most popular
user queries.

Magnifying With Wooden Alphabets Around On Yellow Background

Periods of SEO development

The history of Search engine optimization can be roughly divided into five major periods from the
1990s to 2019.

Birth of SEO. The computer boom in the 1990s, the emergence of the global Internet pushed the
development of search engines. The developers were faced with the question, by what criteria
should sites be selected for publication, and how should resources be ranked? Specialists chose a
breakthrough technology for that time. Robots were counting search queries in the texts of pages,
and their number was used to determine the position of sites in the results. Prior to 1998, many
believed that SEO promotion was spamming with keywords. For example, at that time it was possible
to meet in TOP-10 sites with texts like: "Buy trainers St. Petersburg, price". Monstrously
uninformative content deterred users.

Link boom. Since 1998 Google introduced a link ranking algorithm, well-known to all SEOs –
PageRank. The essence of innovation was that page rank was determined by counting links to a
resource. That is, the more a site is linked to other reputable sites, the better to promote. A year
later Yandex introduced its own index – TIC, which determined the authority of Internet resources by
their quality and the volume of link mass. Until 2009 SEO was developing exponentially. Agencies for
the promotion of sites multiplied, link exchange and sales services expanded. Companies with large
budgets for promotion were ranked in the top 100%.

Time of the machines. Since 2009, Yandex and Google, as the two major search engines, began
implementing machine learning algorithms. Yandex's developers created Matrixnet, a machine
algorithm that builds ranking formulas for the search engine itself. Link promotion is gradually
becoming ineffective.

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