Abstract
Content
- Introduction
- 1. Theme urgency
- 2. Goal and tasks of the research
- 3. Description of PageRank Calculation
- 4. The main points of “Page–Level Link Metrics” and “Domain–Level Link Authority Features”
- 5. On–page optimization. The main points
- 5.1 Title optimization
- 5.2 Meta tags optimization
- 5.3 Link Building
- 5.4. Social Media Optimization
- 6. Conclusion
- References
Introduction
In this article we will discuss the method of ranking websites. Learn methods of promotion of sites in the search engine Google. We define the main factors affecting the availability of sites in search engines. We also learn the basic search algorithms and determine the level of confidence in the site. The comparative characteristics of a specific site with the practical application of SEO.
1. Theme urgency
Many firms, entrepreneurs and webmasters know that promotion in search engines — is relevant and reliable tool. Previously, the site was a simple business card, but today, thanks to the tools of promotion, is a complete platform to attract potential customers. Attracting customers from the internet is much cheaper, and most importantly — more effective than the use of outdoor advertising, advertising on TV and billboards. This is due to the fact that about 90% of our customers are Internet users, which means that draw attention to themselves (for services or goods) you can through the web. To do this, in fact, should be optimized site, which will present the service, the catalog of goods sold, as well as information about the company and other relevant information. Promoting high relevance today than ever before. Why?
- First, about 2-years ago, Internet audience was not as wide as it is today. As for the present time, almost every potential customer is looking for the dates of his service on the Web and, more importantly, he finds them.
- Second, in the space of the Internet is a huge number of sites that are in their area compete for customers. And to win this competition, to bring the site in the leaders and, consequently, to entice most of the clients, you need competent and professional website promotion.
2. Goal and tasks of the research
For last 15 years the web creates new challenges for information retrieval. The amount of information on the web is growing rapidly, as well as the number of new users inexperienced in the art of web research. For what would be the information was filtered out, the most important projects are in the top queries use SEO promotion by various search engines, the so–called cross-searching promotion. In this article we look at SEO–optimized website through Google. Describe the main approaches and optimization goals.
3. Description of PageRank Calculation
Academic citation literature has been applied to the web, largely by counting citations or backlinks to a given page [2]. This gives some approximation of a page's importance or quality. PageRank extends this idea by not counting links from all pages equally, and by normalizing by the number of links on a page. PageRank is defined as follows:
PRa = (1–d) + d
Where PRa — PageRank of the page a (authority of page a);
d — damping factor between 0 and 1. (0.85 as usual);
PRi — PageRank of the page i linked to page a;
Ci is defined as the number of links going out of page a;
n — total amount of pages linked to page a Note that the PageRanks form a probability distribution over web pages, so the sum of all web pages' PageRanks will be one.
4. The main points of “Page–Level Link Metrics” and “Domain–Level Link Authority Features”
Search Engine takes into account the quality (Trust, PageRank, diversity of links) and quantity of internal links with exact anchors and partial anchors [3]. Velocity of a link acquisition also influences to Google Ranking (fig.1):
1. Internal links with exact anchors/partial anchors;
2. PageRank/Trust Rank of links;
3. Topical Relevance;
4. Velocity of a link acquisition;
Figure 1 — The main search Ranking Factors
5. On–page optimization. The main points
5.1 Title optimization:
A site’s title tag is by far the most important website optimization element [1]. A title tag should be short but descriptive enough for your visitors to identify you and your business. Title tag is the first thing that is shown & indexed by the search engines. So naturally it is given a very high importance — out of thousands results that a searcher sees, your site’s title has to be appealing enough for him to want to find out more information (img.3). On the other hand, your title has to be appealing enough to the search engine in order to rank you above thousands of other similar websites like yours
5.2 Meta tags optimization:
A site’s Meta tags may not be as important as it used to be before, however I feel that Meta Description is something you can’t just ignore. A site’s Meta description should contain a brief description of your website focusing on the areas and services that your business is specialized in. This small piece of text can be considered as a selling snippet, if a searcher finds it appealing he is likely to click and go inside your page to find out more information. But if your Meta Description is too generic and isn’t written too well then there is a good chance that your site will simply be ignored.
5.3 Link Building:
In link building we get inbound links for the website to increase its link popularity and to get the website into top of the search results. Experts provide one way link building services from the relevant web pages and from the content which are relevant to the keyword. A list of a few backlinks to page.
Figure 2 — Link Building
5.4. Social Media Optimization
Social Media Optimization. Obviously, social media it is a new way of website representation and interaction with potential customers [4]. Site before they move is not in the top of search engine queries. Site after promotion is in third place, and surpassed even the official site producer. Do not miss this type of promotion. If your official page in social networking is consisting of many members that is one of the main key to give a signal to Google Search Engine, that your site has a good quality of behavioral factor
Conclusion
Getting a good ranking in a search engine has not been the easiest thing for many. Search engines are getting smarter & intelligent every day, so now it takes more than just good content to top your competitors. On page optimization is one of the very first step of Search engine optimization (SEO) which every webmaster should look into. It probably will not even take you an hour to learn and implement some of these optimization techniques. Below I have tried to summarize some of the most important on–page optimization techniques for you. You can implement some of these if not all to give your site a better exposure to the search engines as well as to increase your overall CTR (Click Through–Rate) ratio. Link building is hardly a precise art, as there are a number of additional factors that the search engines take into account when measuring the strength of the backlinks to your site. In addition, search engine algorithms change frequently, so the factors they give weight to now could change without warning. However, it is safe to say that building up good backlinks from other quality sites is a sound strategy when it comes to search engine optimization, and will remain so for the foreseeable future.
In writing this essay master's work is not yet complete. Final completion: December 2013. Full text of the work and materials on the topic can be obtained from the author or his supervisor after that date.
References
- Dover D. Search Engine Optimization Secrets/ D. Dover, E. Dafforn — Wiley, 2007. — 410 pg.
- Enge E. The Art of SEO/ E. Enge, S. Spencer, J. Stricchiola, R. Fishkin — O'Reilly Media; Second Edition edition, March 24, 2012. — 718 pg.
- FREE GOOGLE: Free SEO, Social Media, and AdWords Resources from Google for Small Business Marketing/ — JM Internet Group, 2010. — 34 pg.
- Евдокимов Н. Раскрутка веб-сайта. Практическое руководство/ Н.Евдокимов, И. Лебединский — Издательство: Вильямс, 2011. — 288 с.
- И. Ашманов, А. Иванов Продвижение сайта в поисковых системах/ Издательство: Вильямс, 2012. — 304 с.
- Е. Этемез Поисковая отимизация от А до Я/ Издательство: Вильямс, 2008. — 598 с.
- Джейми Сирович, Кристиан Дари Поисковая оптимизация на PHP для профессионалов. Руководство разработчика по SEO/ Издательство: Диалектика, Вильямс, 2012. — 352 с.
- А. Яковлев Раскрутка и продвижение сайтов. Основы, секреты, трюки/ Издательство: БХВ-Петербург 2007. — 328 с.
- Н. Евдокимов Раскрутка Web-сайтов. Эффективная Интернет-коммерция/ Издательство: Вильямс, 2006. — 160 с.
- М. Зуев, П. Маурус, А. Прокофьев Продвижение сайтов в поисковых системах. Спасательный круг для малого бизнеса/ Издательство: Бином. Лаборатория знаний, 2011. — 299 c.