Introduction to present-day SEO

Introduction to present-day SEO

SEO - Search Engine Optimization

It is a complex system of measurements and strategies on a website that affects its position within the links of a search engine's results.

SEO began with simple techniques and changes on a website that made an impact on search results. Simple manipulations with the elements of the page were often sufficient, for example, adding optional words to a page would sharply improving its position in search results. Furthermore, these words could have been hidden in an invisible block (writing in white on white) so that they didn't harm the user experience.

Straightforward and easy impact on search results was driven by the primitive and adolescent nature of search engine technologies. A page was considered to be relevant by search engines if it contained the words that users typed into the search box. Search engines then looked for the phrase' occurence in texts without any consideration of the meaning of the page or the information requirements that led the user to the search engine.

The concept of page relevance has changed a lot in recent years. Search engines work with intricate mathematical models to provide users with the most relevant results while also anticipating users' expectations.

Search Engine Optimization

Direct Line Development provides Search Engine Optimization services

Today's search algorithms are changing on a daily basis. Yesterday's successful promotion techniques stopped working for today and even bring irreparable damage. It is necessary to continue evaluating algorithm changes and consistently adapt to these changes.

Modern search engines use over 200 metrics to determine page rank and its position at the top of the SERP. However, all of these metrics are categorized into three broad groups: external, behavioral, and internal.

Search Engine Optimization

The essential SEO aspects we can directly manipulate

1. Metric of inbound web links (entry point)

The metric counts the number of inbound links, their relevance, trust, and the weight of the referencing sites. Donor trust rank in the definite topic is also counted.

2. Metric of Domain authority

This metric is based on the cumulative analysis of inbound links to domain.  Such analysis determines the number of links to promoted site, donor trust rank, link accession rate, link relevance, over spam anchors, etc.

3. Using a keyword on a page

Here we determine the use of keywords (terms or phrases) in HTML code of a page, in title, headings (<h1>...<H6>), attributes alt, in a text. We assess the naturalness of texts or their over optimization. For the last thing fines are set.

Search Engine Optimization

4. Using keyword in domain

Assess using keywords in the root domain and subdomain.  Directory/ subdirectory structure can also be related to this point. We assess the keyword presence or key over spam in the URL of a separate page.  For evident overspam, the page would be fined.

5. Social metrics level

Calculation of social components of different pages: Likes, Tweets, +1, social media links to a page and so on.

6. Metric of Domain brand names

This factor is based on the number of requests your website brand name has on the Search engine, and references  to the brand on the other sites and social media and the other brand metrics.  This metric is one of the most important elements of Google Penguin filter.

7. Page link optimization

This factor is based on the analysis and accounting of on-page link components: the number of internal and external links, number of follow and no-follow links, your references. If your donors are spam sites, affiliate programs, low quality sites or other resources without any value it could harm the page promotion.

Search Engine Optimization

8. CTR and number of failure

Determine CTR (click-trough rate - the number of clicks on site to the amount of page impressions in the CERP), failure number on a page, satisfaction by your page (if users searched for the information on request) and other similar factors.

9. Peculiarities of the parent domain name

Allows to determine keywords presence in domain and the framework of their entry into the domain name. Analyzes name length, presence of numbers and reserved characters.

10. Metric of link weight accession

One of the most important metrics, analyzing link weight acceptance rank and quality. Actually, if averagely there are 10 links provided to your web site per day, then fall down up to 3 links per day means that the site became less attractive for users and needs to be put down on the SERP. And the reverse situation, if accession rate has grown up to 500 links per day, it means not only advanced site popularity, but also about possible artificial links click fraud.  This metric was patented by Google. And this patent No 20050071741 is often discussed among CEOs.

11. Personalization

The websites of famous and verified persons / companies nowadays will outrank in the SERP It is necessary to promote the maximal web content personalization: to attach authorship, to test your Google+1, to attach e-mail, to point out location for companies and so on. provides website promotion only with white hat SEO techniques and work upon all site factors, which may have to be improved.