SEO optimization of the site. How can you use it

This article will help you understand the basics of optimization and web positioning. It was written to answer the most important questions, identify the salient features, as well as the basis of SEO.

SEO – definition and translation

SEO (Search Engine Optimization) is a literal translation of search engine optimization. This process reproduces a set of actions that help potential customers quickly find the right site on Google search. Its purpose is to build the trust of robots in the resource and to reach the top positions in the search results of the necessary information.

When we type in a search, for example, a Google query: how to optimize your site, we get the following results.

When we type in a search, for example, a Google query: how to optimize your site, we get the following results.

The search engine has paid advertising – contextual advertising, there are also free search results (organic), in fact these results depend on SEO.

SEO in the world

Most companies in the world understand SEO only as processes related to building website visibility and getting traffic from search results (so-called SERP or English Search Engine Result Page). SEO influences all the factors that help improve ranking and visibility, not just optimization. This causes a lot of controversy.

A similar situation with SEO and SEM, which are considered separately as: SEO – free search results and SEM – contextual advertising or more commonly – online advertising (Google Ads). Therefore, SEM (Search Engine Marketing) is usually a marketing activity consisting of all organic traffic and advertising.

What does SEO do?

In practice, as mentioned, optimization is:

  • the content of the text (for example, when we change the volume of articles, their title, add keywords, etc.)
  • site structure (a means of changing the navigation information architecture)
  •  technical and visual perception (site speed, responsiveness, appropriate selection of commercials, moderate use of advertising, etc.)

Profile links (that is, usually links to a site from other sites on the Internet).

So, to be limited to SEO optimization code (sometimes including metadata and title) is simply a big mistake, since optimization is only part of the whole.

In practice, there are many positioning factors. There are more than 200 of them, though none of them seems to have been used before. This is hard to do because Google’s algorithm is a mystery. Leading SEO efforts rely on Google’s guidelines, experience, testing and correlation analysis.

Off-page on SEO pages

SEO factors can be divided into two categories – external (off-page) and internal (on-page). Individual factors also interact with each other, depending on specific keywords for their importance and relevance.

The main groups of factors on an SEO page are:

  • content (mostly text content, but not just content that’s often created for SEO text)
  • architecture (ie content placement on the site, link between resources)
  • HTML (create document structure: headings, paragraphs, lists, tables, quotes)

The main groups of factors beyond SEO pages are:

  • links to your site
  • social signals
  • site trust (server, domain age, social media)
  • other discussion questions.

Google Ads & SEO

Disputes surrounding optimization and positioning

Many top experts dispute whether individual search engine factors (in practice, mainly Google search) are actually influencing or simply competing for high positions. This is difficult to test because we are always working in a changing environment. It is impossible to carry out the analysis under other equal conditions. Along with the formation of one factor to change the other:

  • link profile and competition page optimization
  • Google algorithm,
  • user behavior.

This often leads to hasty and false statements. For example, many marketers at one point point out that getting started with Google AdWords increases traffic from organic results.

Website content optimization

In the modern technological world, site content is very important when optimizing for SEO. Increasingly, one can hear the thought that the behavior of the internet user can also influence the site: how fast you can find it, how much time you spend on it. These factors are directly related to the quality content of the site. Therefore, you need to fill the content of the pages with information that meets certain criteria.

What the text on the web pages should be

Bulk – Avoid short, multi-paragraph (promotional) text. Describe in detail services and products (their characteristics). A site reader can learn a lot and search engines will find your site more valuable.

Original – use of content that has not been copied from other sources (descriptions from other sites, descriptions from manufacturers, wholesalers). If you are not sure if the text on your page is unique, then you should use the tools that will determine it. Here is one of them:

Divided accordingly – H1, H2, H3 headings should be used in large texts. These are HTML tags that help you define the text structure: title / title (H1), subtitle (H2), and more.

Contain relevant keywords – If you don’t know how to choose the keywords that work best for your site, try using special tools. These include: Google Ads. Use keyword synonyms, words synonymous. This is a much better solution than keyword-rich text.

Diverse – If the content on the site is just a block of text, you will not pay attention to it and do not want to read it. Use bold, italics, list markers. Try to find the appropriate drawing, graph.

Relevant name tags

The cover page is a very important element of SEO:

  • This is one of the most important technical factors on which the search engine evaluates the subject of the page
  • the page is displayed in search results
  • SEO optimization of header meta tags and impact on search results
  • the page title is displayed in search results
  • Optimize the SEO title that appears in the browser

Page title in browser

How do I choose the best page headers? The title tag is definitely where you want to place the keyword related to the content of the page, preferably at the beginning. Due to the fact that page titles appear in search results, we also need to enter our name there.

The search results will only display the title of a page that is less than 55 characters long (this is an estimate). In most cases, the search results will reflect the title of the page we have set in the tag name, but there are times when Google displays another name that it deems more appropriate. Another important issue is uniqueness.

Meta Description Descriptions

This element is also directly related to the HTML of the page. This description is displayed in the search results, directly below the title and URL of the page.

The content of the description, the purpose does not affect your site, but it is important for another reason. The content of the description that appears in the search results may affect how people see our site in the search results.


The URL should describe the content. In addition, users should also be mindful of the search engine robots that will scan the site. For them, the best addresses are those that:

  • not too long (up to 100 characters)
  • do not contain special characters, such as “?”, “$”

Examples of URLs:

http: //ujbg.en/index.php? cat = 2 & type = 14 & id = 141415155151513615155151 & sort? = price & filter? = price1000 – This URL is incorrect for SEO because:

  • it’s too long
  • contains special characters
  • poorly describes the content of the page

http: //sjhgti.en/buty/zimowe/meskie/ – this URL is correct for SEO because:

  • it is short
  • contains no special characters
  • well informed about the content of the page.


The page should pay attention to a lot of graphics. The longer your site loads, the more negative it can affect SEO and prevent users from using it.


Tips for optimizing images

An alternative description for images is the elements associated with HTML graphics. It is displayed on the page, not the image (if there are problems with loading). In the description of the alternative, we must indicate in the short form that is in the picture. This allows the user to know that they are in an image that cannot be loaded at this time. Image, using alternative descriptions, is also important in terms of SEO. Google cannot recognize them, but can read a description of the alternatives.

Quantitative and qualitative factors in SEO activity

We often hear the erroneous assumption from partners and clients that SEO is one-off. Some site processes can be refined and adapted to Google requirements at one time. For example, these could be issues related to internal linking errors (redirect settings, 404 error), conversion of graphical menu links to text, acceleration pages. However, many issues require a permanent long-term solution, given the intensity and pace of competition.

In order to compete effectively in search results, you need to create content optimized for different subjects and phrases, to form the structure of the optimal place. In the case of links, not only quantity but also quality are taken into account. It is an indisputable fact that you need to work on this constantly.

SEO tools

SEO experts use various tools to diagnose SEO optimization and positioning. There is no one perfect tool or toolkit that guarantees success. First, each specialist has their own programs that help him. Secondly, even the best tools will not be a long-term success unless they are used by professionals capable of reading, interpreting data and translating into effective SEO optimization and positioning tactics.

Among the popular tools used by agencies and SEO specialists should note:

  • Link Analysis Tools: Ahrefs, Majestic, Link Research Tools, SEO Spyglass
  • Visibility and Position Analysis Software: Senuto, Semstorm, SEMrush
  • Support Optimization Modules: Yoast SEO (WordPress), Plug-in for Site Map or Performance Optimization (WP Super Cache)
  • Elements of the Google Ecosystem: Google Analytics, Google Trends, Google Insights
  • Tools for analyzing correlation coefficients and research competition (e.g., SurferSEO)

SEO in terms of strategy

In terms of strategic positioning and optimization of the site are:

  • the acquisition of budget-free traffic for each click
  • presence in one of the most popular media, which is Google search,
  • provides a point of contact between the brand and the customer when you search for information

This process should be seen as part of the whole digital marketing strategy, not as a single frame. SEO is a continuous process, because the search results for each phrase are a kind of game, and the continuous activity of competitors forces you to work tirelessly and strive to occupy the highest positions.

Page linking is advanced optimization

An important aspect of site optimization for SEO is linking between pages. It is usually implemented as a menu that covers links to all major sections. You need to know that the best solution for SEO is to create a text menu. Therefore, you should avoid a menu that is created from images or using flash technology (Google has trouble reading the content of such sites fully).

How can you test SEO for your site?

You can find many browser plug-ins and programs on the Internet to help diagnose site optimization issues and provide suggestions on how to improve it. These tools are essential as they can be quickly modified.

SEO audit – what is it?

In the context of SEO, the question often arises, what is an SEO audit? It should be noted that the audit relates to the analysis of technical, content and structure of the site, as well as external factors (linking positioning) and visibility of the site at this time.

SEO audit includes website code analysis, content analysis, and keywords to reach potential customers, explore connection profiles, and compete on Google search. All of these actions are aimed at the long term in order to maintain the effectiveness of the site and links, as well as to place it in the top positions in the Google search network on the requests of potential customers.