Victoriya Stiopina, Olexiy Kotovych, Olexandr Hvostov

Alfred Nobel University, Dnipropetrovsk

CONCEPT OF SEARCH ENGINE OPTIMIZATION AND PECULIARITIES OF ITS SUCCESSFUL USE IN MARKETING

Today the Internet is being used by more and more people. Consequently, Internet business has been developing with the advancement of the Internet which has certain tools and techniques for its development.

One of the most effective tools is SEO (Search Engine Optimization). It helps to ensure high-quality website promotion, effective publicity and increase in the ranking of your site.

SEO is a set of measures aimed at improving the ranking of a website in the search. Rankings of sites are certainly very important. In general, users while searching some information often click on the link located on the first page or even on the top few links in the rankings. That is why thanks to SEO you get more visitors to your site and, therefore, the main task of SEO is to increase the traffic of these visitors or the number of hits.

In search engine optimization it is significant to know some important points and try to adhere to a number of guiding principles. In determining the relevance, i.e. matching the page text to the search issue, some indicators are taken into account: firstly, keyword density, and secondly, citation index depending on how often your website is linked and who refers to it. So it is important not to get carried away by keywords (when there are too many of them, they are simply ignored) as well as share links, fill the site only with original and high-quality text, constantly learn new things and not to stand still.

SEO can be divided into white, grey and black optimization conditionally. It is a conditional classification because each search engine is guided by its own rules and each search engine has its own set of prohibitions on search engine optimization techniques.

When writing the SEO text the following factors should be taken into account: scope of the text, its keywords and their density in it as well as text formatting tags. It is also important to choose a correct and effective headline because it will be very important to promote the site to the top search engines. Therefore, there are some requirements for each parameter of the SEO text which need to be considered.

So the volume of the article should be mainly 2000-4000 words since this volume is well accepted by the search engines and also does not make a reader tired by the end of the article. Texts which are more than 4000 words are poorly perceived by a search engine which prevents appearance of the site in search tops, and also such a text is difficult for reading.

Keywords are the words by which a potential user will search for a product on your website, or any information, so they should just fit the theme of your site so that a search engine could provide them to the user. It is also important not to overfill the text with keywords and vice versa use only few of them. The optimal keyword density, which is held under Search Engine Optimization, should be 3-7% of the total text. It is also important to consider formatting tags such as the tag “H1-H6”. This tag allows you to build a hierarchy of headlines, from the most important to the subheading. Taking the tag “H1” as the most important headline we show the search engines that it is the main headline and the main selection of the sites under the user’s request will be done based on it. The other headlines which are not so important are marked with the same tag but with numbers starting from “H2”.

The very headline should inform clearly and briefly about what your article, website or e-shop is. It is also absolutely not advisable to use the keyword which has already been used in the headline in the next sentence after it and the other smaller headings and subheadings.

It is possible to make some recommendations on effective use of SEO:

1) Proper compilation of the title, i.e. the use of keywords in the title of the website which contain as much information to the searcher as possible so that he could find it in your site request easily.

2) The correct letter by the transfer of certain words and texts of one graphic system by means of other systems and the presence of the keyword in the URL, especially for Yandex.

3) Improvement and ease of finding key queries and their proper distribution of the text of the page. Also, it is necessary to be sure that there was a key request at the beginning of the text and, of course, at the end. Keyword density requests should not exceed 5% of the total and not be less than 2% of the entire text

4) Use of bold and italic writing in searches for more drawing attention.

5) Presence of images on the page that have a tag with the entry of the search query. It is also necessary since any picture is the image that attracts the attention of a person.

6) Use of relinks. One of the important parts of the site is relink. This is one of the most important factors of internal optimization of a website as thanks to the correct relink pages can be effective not only for increasing the speed of indexing but also significantly raise the significance of the “necessity” of pages in the SERP.

7) Online pop-ups. These are pop-ups on your website which should be avoided since they spoil your site and annoy site visitors.

8) Blog constraints. Blogs should be for people, not for search engines. When you create a site, it should be readable not to chase search engine crawlers to scan it based on the given keywords.

And finally, it should be mentioned that the most important factor in the success of SEO is the person engaged in search engine optimization since success of promotion of any Internet resource depends only on his/her knowledge, skills and expertise. So right and competent SEO optimization of a text allows you to raise your website rating in the top search engines and, what is more important, keep it there for a long time. So you can get a huge number of visitors to your site increasing revenue from sales of your products and services.

Scientific supervision by Associate Professor N. O. Rizun

Language supervision by Senior Lecturer S. I. Medynska