Tools for search engine optimization

What actions to take, and what tools to use in order to increase the position of your site in the results of the issuance of search engines using internal optimization - we tell in our material.

What is site optimization

Site optimization, search optimization, SEO-optimization (from the English SEO-Search Engine Optimization)-a set of special measures and actions taken to improve the position of the web resource in the results of the issuance of search engines.

The purpose of optimization is the best indexing of the site pages with search engines and satisfying the requirements of search algorithms ( 7 steps of the SEO process of the site ).

The compilation of organic issuance by search engines is carried out using special search algorithms that rank sites according to certain criteria.

So, the site should get into the catalogs of the search engine, for which it should be indexed (both the indexation of the entire site and its individual pages is possible). In other words, the search engine should “see” the site and describe for itself certain parameters, in accordance with which the site’s position in the search results will be determined.

Further, the search robot scans the catalog of its search engine in accordance with the request and certain parameters and draws up the list of search results from sites, the content of which is the most relevant to the created request.

Key words

Keywords (key requests, keys, keywords) are words and phrases, which are search queries, according to which the site is being promoted in the top of the search results, and the component of the content filling of the page of the promoted site.

The totality of keywords and phrases is a semantic core . By keywords, search engines are looking for the most relevant web page in accordance with the introduced user request.

Types of site optimization

Currently, site optimization is divided into external and internal.

Actions related to external optimization:

Registration of the resource in search engines and catalogs;
writing press releases, articles, posts, reviews on third-party sites to increase the "visibility" of the site;
Elimination of causes entailing possible sanctions by search engines.

Actions related to internal optimization:

distribution of keywords according to the pages of the site;
editing the old and writing new text content taking into account the necessary parameters (uniqueness and volume of text, density and location of keywords, links, structuring the text, writing headings and subtitles, etc.);
editing Title metathes (for each page in accordance with the requests that are moving on them) and description (description of the site pages);
adjusting the program code of the site and correcting errors in it;
Optimization of the design of the site in terms of the speed of loading pages in the user browser, their “visibility” by different browsers, the correspondence of the style of designing the direction of the resource, selecting fonts, registering ALT tag for pictures placed on the pages;
Optimization of navigation on the site;
Creation of the structure of cross links on the site.

Therefore, making a list of keywords of the site and understanding of user search query trends are important factors in optimizing your site.

We offer an overview of free tools that will help owners and administrators conduct internal optimization of their sites.

The keyword planner is a free tool with which you can get keyword options, as well as evaluate the effectiveness of keyword lists and combine them into new ones.

The keyword planner offers the following possibilities:

Selection of keywords . The main criteria for selecting keywords and ads groups are relevant search queries, target page and category of goods;
View statistics and traffic forecasts. By adding keywords, you need to focus on the number of requests for them and the estimated number of clicks. These indicators will allow to evaluate the effectiveness of the list of keywords.

Google Trends is an online service that shows graphs of the popularity of selected requests, and also compares several requests among themselves. The schedule displays the ratio of the number of selected request to the total number of requests for this period of time. The data has been available since 2004.

In Google Trends, it is possible to determine in which country or city the request was most popular, as well as choose a show according to a certain category or type of content.

Fragment of the page for downloading Bing Ads Intelligence.

Bing ADS Intelligence is a Microsoft tool for studying keywords that allows you to create and expand lists using a familiar Microsoft Excel interface.

It allows you to easily evaluate the effectiveness of the corresponding keywords, and then apply these ideas to improve your set of keywords. Convenient and recommended to those who are used to working in Microsoft Excel.

The results of the selection of words will be given statistics on the requests on Yandex, including the word or phrase you (on the left), and other requests that the people who sought it made (on the right).

The numbers next to each request in the results of the selection of words provide a preliminary forecast of the number of shows per month that you will receive by selecting this request as a keyword. So, the figure next to the word “infographics” indicates the number of shows for all requests with the word “infographics”: “Infographics Templates”, “Infographics online”, “Creating infographics”.

Using this resource, you can also find out the trends in search queries and form the necessary keywords ( watch our video tutorial on this service).