History of SEO
Along with the emergence and development of search engines in the mid-1990s, there was also optimized. At the time search engines have attached great importance to the text of the page, keywords in meta tags and other internal factors that site owners can easily manipulate. This brought to the fact that as the results of the many search engines have taken the first few pages of sites that were completely devoted to advertising, which dramatically reduced the quality of search engines and led many of them to decline. With the technology Page Rank more weight was given to the external factors that helped Google to become a leader in the search for a global scale, making it difficult to optimize using only one text on the site.
However, optimization is developing together with the search engines, and in today’s search results can be seen more and more commercial sites with artificially inflated popularity, especially at commercially attractive queries (transaction requests).
Optimization methods can be divided into three classes, but recent events in the world of search engines have made it clear that this division is very conditional – any manipulation of certain parameters of the site can be regarded by search engines as extremely undesirable effect on its results. Thus, any attempt to manipulate search results is expressly prohibited in the license to use the search engine “Yandex”. “White” optimizers and marketers use Yandex recommendations to create “good” sites. Thus, they promote the site without violating the rules of search engines.
White optimization – optimization work at a resource without using of officially banned by each search engine methods of promotion of the resource – with no impact on search algorithms sites. This includes work on the site itself, namely the internal navigation and content, and work with the external environment of the site that is promoting of the optimized site through reviews, press releases, data logging in social bookmarks, affiliate and partners’ programs and so on, indication of links to the site. It should be noted that the “Yandex” has warned that if any optimization method is not officially banned, it does not mean that it can be applied.
Grey SEO include adding a large number of keywords in the text of a page, often of damage of readability for humans, such as “oil-oil, because it has oil derivatives oily fats.” In this case optimization is first in the selection of keywords for a particular web page, determining the size of the target «SEO-text” and the required frequency of keywords in it, and then in the formulation of sentences and phrases, which contain the key requests of a certain number of phrases in different cases singular and plural, in various forms of verbs. These parameters can then be adjusted according to the results of search engines. In this case the task of SEO-copywriter is to write an original text in such a way that such optimization was the least noticeable to “alive” reader (and in particular to the moderator of search engine). It is widely used a key request inclusion in HTML-tags title, h1, attribute meta keywords.
Another example of gray optimization – a doorway without a redirect, when in contact with a doorway there is no automatically redirection to the promoted website. Grey optimization differs from the black so that it is not officially banned, but its use can still be seen as unnatural overstatement of site popularity. Some search engines, for example, Google, may temporarily or permanently block such a site. That is the final decision on whether the methods of promoting legal or not, takes a specialist – search engine moderator, not the software.
To black optimization belong all methods that are contrary to the rules of search engines. Among them are the following: the use of doorway pages (pages and resources created specifically for the search engine robots, often with a large number of keywords on a page), the method called cloaking (the user is given one page, easy to read, and search engines – other optimized under any requests), use of hidden text on the site, the use of “single-pixel links.”