Dopira R.I., Popova N.V.

E.A.Buketov Karaganda State University, Karaganda, Kazakhstan

REVIEW OF METHODS PROMOTION OF SITES

In the 1990s, with the advent and development of search engines in Internet, search engine optimization is beginning to arise. Search engines take into account the value of page text, keywords in the meta tags that site owners could change. This led to the fact that the results of many search engines first few pages occupied sites devoted to advertising, which reduced the quality of the sites search engines. With the advent of technology PageRank more attention has been paid to external factors that helped Google become a leader in the worldwide scale.

Search engine optimization (SEO) is one of the most important stages of website promotion, which is a complex of measures to improve the position of your website in search engines and thus to increase its target attendance [1].

Search engines take into account many options of the site in the calculation of its relevance (degree of conformity to your query):

1. keyword density (complex algorithms of modern search engines allow semantic text analysis to weed out search engine spam, in which a keyword appears too often (th. slang "nausea"));

2. the citation index site (IC), depending on the number and credibility of web resources linked to the site; many search engines don't count reciprocal links (each other). It is also important to have links from sites on the same topic, and optimized website is thematic index of citing (TIC);

3. the water content of text is an indicator that determines the presence of irrelevant words that do not carry any useful information and serve to dilute of text (stop words).

External factors determine the relevancy of the website on the basis of the citation external web resources, as well as their credibility outside or depending on the text of the citation. Among the external factors of website promotion can be identified such as behavioral factors, the naturalness, the quality and quantity of links to your site (reference ranking), PR in Google (directly proportional to the number of referring pages, their PR, divided by the number of links from these pages), the citation index in Yandex (mostly affects the position of a site in Yandex catalog and on the value of links from this site to another site) and others. It should be noted that external factors have a very big impact and allow you to beat the competition even at lower internal page optimization of the website.

The influence of certain factors on the position of the site in search results is very relative, it depends on the search engine, and changes over time. That is what allowed us to take a leading position in the past, in the future it may not work any more. This is due to the development of search systems, in order to provide the most convenient and simple search, and with search engines struggle against artificial increase of positions of a site in the results. Today the most important factors are behavioral.

The focus has shifted to the format of social media. The big brands pay attention to social networks and actively use them as a platform to attract new customers to traditional sites. Search engine optimization is also not losing ground in the promotion and is becoming more and more like art. Well, a well-functioning technical component of the process and the width of the channels always add customer loyalty.

1. Quality mobile version of the site and the development of native apps for mobile devices. In 2015, the first time the number of search queries from mobile devices exceeded desktop. 52% of the time online users spent with a variety of mobile devices. 42% of all online sales were made through mobile apps top 500 companies [2].

2. Structuring data and the data markup. In 2015, Google introduced a new factor in ranking pages, based on machine learning is RankBrain. According to the creators of artificial intelligence technology must recognize a context of a search query. RankBrain evaluates each page, not only from the point of view of the immediate the presence of the search terms, but also those associated with them in meaning [3].

3. The maximum transparent and clear site structure. In 2017 the increase in user interest will be one of the priorities for companies with offices in the network. An estimated 50% of online sales do not take place due to the fact that information to make a purchasing decision wrongly framed or even pushed into the far

4. Links. However, the concept has not changed for many years: the better the sites that host the links, so they are more credible. Now a lot of weight gain links from social media [4].

5. Recognition and representation of the product online. The optimization process now involves completing the correct profile and the correct spelling of posts. High-quality images, interesting videos and a fascinating text, optimized for mobile devices – the new gold standard of SEO [5].

The cost of website promotion consists of the one-time and ongoing costs. Among the one-time costs include: competitor analysis; website content; keyword research; optimization of internal factors; improving the design. By the fixed costs are: link budget; viral marketing; content update; verification of positions in search systems; periodic monitoring of the positions and changes in advertising campaigns; writing and publishing press releases and articles.

Website promotion allows you to increase your company's image. In fact, the implementation of measures for the promotion of the website shows that you care about your potential and current clients, who will certainly appreciate it and increase traffic to the site.

Literature

1 Ashmanov I., Ivanov, A. Optimization and promotion of sites in search systems.– Piter, 2009. – 40 p.

2 We are social is a Global social statistics of search queries from mobile devices. [Electronic resource] – Mode of access: www.wearesocial.com

3 Sullivan D. – FAQ: All About The New Google Algorithm RankBrain. [Electronic resource] – Mode of access: www.searchengineland.com

4 B. Schwartz – Google Says The Penguin & Panda Algorithms Still Require Manual Data Pushes. [Electronic resource] – Mode of access: www.searchengineland.com

5 ProPartnerka – How to promote your website? [Electronic resource] – Mode of access: www.propartnerka.ru