SEO optimization tries to adapt websites to meet as many requirements (algorithms) of search engines as possible. After a successful SEO optimization, the search engines display them in the front rank as highly relevant to the query.

To understand how SEO works and how to proceed during the optimization, firstly, it is necessary to explain how the full-text search engines work and what their algorithms consist of.

Full-text search engine

Full-text search works in several steps. In the first stage it goes through the Internet by its automatic program called a spider (sometimes called a robot or crawler). Spider visits a one website after another, and uses hypertext links to navigate the Internet. Spider notes URL of each site. After some time, the robot returns to the page and again goes through all the hypertext links and records their changes. Spider still classifies new websites in its database.

The following step is that the search engine creates its own database of words with URL address of their occurrence. Search engine indexes website at the URL address and by their algorithms it calculates its relevance for that keyword. If the user then enters the keyword into a search engine, it returns results in order corresponding with previously calculated relevance.

It is principal for SEO optimization to know the individual components of the algorithm. Nowadays, search engines use modern search algorithms, whose exact structure is carefully hiden for obvious reasons. However it is generally known that the relevance of the website is determined by the so-called on-page and off-page factors, where their weight is the subject of confidentiality.

On-page and off-page factors

On-page factors are directly related to the website, especially to its code and content. Therefore on-page factors can be directly affected by the SEO optimization. These include in particular:

  • Quantity, quality and unique texts.
  • Location of keywords, their number (density) and location in headings.
  • Placing keywords in the metatags (title, desription).
  • URL addresses. These should be easy to remember and include the keywords, not clusters of letters and numbers.
  • Consistency of texts on the web via hypertext links.
  • Valid source code. The source code should comply with the criteria of W3C consortium and other generally accepted standards.

Off-page factors are, unlike on-page factors, less influenced and search engines attach to them greater weight. Among the most important off-page factors we include:

  • The number of backlinks leading to the website.
  • Quality (pagerank) backlinks and their relevancy.

What is SEO progress

At the beginning of this section it is necessary to emphasize that the SEO optimization of a new website and optimization of an already established website, are two entirely different matters.

SEO optimization of a new website

If a new website is created in conjunction with SEO specialist, who oversees the performance of all on-page factors, owner of the website can avoid many mistakes to the future that are difficult to repair.

SEO specialist should be qualified to advise what domain and URL addresses to choose, how to structure the website, how to write attractive texts both for users and search engines, how to use hypertext links or on the contrary, what is better to avoid. Nowadays, validity of a new website has become standard, but if the code contains errors, an SEO expert notifies you of them.

SEO optimization of an already established website

SEO optimization of an already established website is already complicated. At first, you need to make initial SEO analysis to determine what errors the website contains. The biggest problem is when SEO analysis reveals invalid source code of websites. Equally a problem is, if metatags are improperly filled in in the code or if inappropriate URL addresses are used and website does not contain support for their change. In these instances, an intervention of the programmer is needed. But beware, not all programmers are willing to fix a foreign source code.

To correct errors in other on-page factors requires some effort, but if a website is connected to a functioning content management system, it should not be a principal problem. For example, at poorly written texts it is proved to make firstly keyword analysis to determine the relevant words for the website. Subsequently, all you have to do is to give this analysis to capable copywriter, who overwrites the text in SEO optimized form. Also there is no problem to increase the number of hypertext links within the internal navigation of a website.

SEO analysis is not only focused on on-page factors, the attention is also paid to off-page factors. In the analysis, therefore, it is determined the number of backlinks and their quality given by PageRank (website ranking by Google search engine) in the environment of the Czech Internet also by S-rank (website ranking by Seznam). To detect backlinks you can use a range of available Internet tools.

Website links to Google Analytics is also very helpful for SEO analysis. This analysis tool provides a wide range of information on approaches to websites and its use by real visitors and it can help uncover hidden errors of the web. Google Analytics is not useful only for SEO analysis, but also for the whole lifetime of a website, because it provides information about the number of transactions, financial criteria and many others.

At established websites it may happen, that the output is a recommendation to create a website completely again, because it is cheaper than fixing all the errors on the existing website. This situation may occur especially in poorly written source code, lack of content management system and poor menu structure of websites.

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