“Despite the difficulty with the ranking algorithms (many sites not properly promoted were ban), we were able to maintain positions in the top 10 Yandex for 75% and Google for 77% of queries, respectively.

What is SEO@?

This is an email I received from a SEO specialist.

This quote and this example, I believe, very clearly illustrates the current situation in Russia.


The market is frenzied and the situation is instabil.

SEO specialists cannot manage the situation.

The user who pays for SEO does not know anything about it.



What is the reason for this situation? Recent years have seen many changes in the promotion of search engines and the Internet. SEO is becoming more popular and effective than ever. SEO guide for beginners


Download the book Modeling business process


As a business consultant, I am often asked what I can do to get my clients’ sites (or any other resources) to the top of search engines.


What is the best way to solve this problem? All those who use SEO-promotion to promote their Internet resources should independently learn what SEO is and how it works. Then, they can use the information in this article.


When I began to research SEO-promotion, I was confronted with a lack information. It was mostly promotional in nature.


This article will explain how I structure the material and what SEO is. It will also clarify what the historical context is, the current situation and what effective methods of promotion.


This article should be of interest to Habrahabr users as well as to other users interested in web promotion issues.


This article will be about search engines. I mean Yandex or Google, which are the two main search engines that the majority of users use.


So, let’s begin.


SEO: What is it?


A lot of information will be displayed when you search for “what is SEO” on search engines. While some resources respond to this question cite one another, others give their own definitions of SEO. However, it doesn’t add clarity to the question.


It is interesting to note that some resources don’t even write SEO in English but instead use Russian letters, which can cause confusion when trying to understand the question. The acronym is difficult to decipher because it is written in Russian letters for the English phrase.


The following definition of SEO is provided by Wikipedia:

Search engine optimization (SEO), is a combination of measures that improve the website’s position in search engines results for specific user queries. It is used to increase traffic (for inforesources), and potential customers (for business resources). This traffic can then be monetized.


This definition is correct. The information on Wikipedia can be confusing and complicated for untrained users. This is how I explain the issue to my clients.

SEO refers to any action that aims at getting your website, or any other resources, into the top search engine results in order to attract visitors.

This is where I expand the definition of SEO. This not only promotes your site but indirectly attracts visitors by placing your materials on other Internet resources.


Two types of SEO are available:

Direct SEO – This is directly promoting your website when the search engine generates links to it in the results upon request by the visitor.

Indirect SEO refers to the promotion of your business by placing its content on other Internet sites in order to draw visitors to your site. In this case, search engine results do not lead to your site but to another website, which visitors can visit if they are interested.

“SEO” written blue wood blocks sitting over blue background. Horizontal composition with copy space. SEO concept.


Although direct SEO is straightforward, search engines have written guidelines and various companies offer direct SEO services, it requires more clarification.


What is indirect SEO?

You can place an informational article about your product in any online resource (forums, communities, online publications) that is relevant.

Search results for specific queries can show your article at the top of search results.

The user opens the resource and begins to read your article.

If the visitor is interested, he may become a visitor (follow a link in the article to your website, if it allows links by company name, or name and surname).


My article “What CRM systems are and how to choose one” that I posted on Habrahabr is a live example. It is second to Wikipedia when you search Google for “What CRM” or “CRM”. This article and other articles on Habrahabr have helped many clients find me. They can also visit my website to contact me directly. Although it is indirect SEO, it is still SEO. Although I don’t get them directly from my site, I do receive search engine visitors.


Without a story, you can’t travel anywhere.


We need to look at the history of SEO in order to understand the basics. Search engines were relatively new when they first appeared.


Was that a time of experimentation? It was a period of experimentation. Internet in its current sense was only just beginning to emerge. Many practices were not yet established. Search engines were one source of information back then. They weren’t yet well-developed and didn’t dictate the terms of the market.


In the past, sites were named by ear or passed on via direct links. Their names were then entered directly into Google’s address bar. Nowadays, though, even though the site name is well-known, it is often entered into a search engine. Many people don’t know what the address bars are. In almost all browsers, it is not just an address bar but a search bar.


What was the history of search engine ranking? These were the factors search engines considered when ranking results for a given keyword:

Page structure (so called meta tags, titles and keywords);

Numerous links that lead to the site.


The higher the likelihood of a page appearing in search results, the more links it has to other sites.


This was a crucial factor. Search engines are not as powerful as they are now and search engines do not have sophisticated ranking algorithms. Yandex search, for example, was running on only three computers in ’98.

To some degree, search engines were forced to “trust” website creators.


And this is when speculation and search engine manipulation started. There were many “gray” or “black” methods of promotion (link exchanges, tools for meta tags, etc.). You can purchase thousands of links to many sites and still be at the top of the output.


The search engines started to actively develop. These search engines now have ranking algorithms that are so sophisticated that page structure and number of links are no longer as important.


In their recommendations, Yandex and Google say you shouldn’t worry about the internal structure of a site or how it looks to search engines. Instead, think about how visitors will view the site. Search engines are now able to view sites from the perspective of visitors and can provide a more human-like understanding of content.


Let me clarify a few things. It doesn’t mean you shouldn’t fill in descriptions and headings. Search engines are not as concerned with page structure. This is a requirement, but not just from search engine perspectives, but also from the viewpoint of the visitor. The names and meta descriptions of websites that search engines display in search engine results are displayed on each page.


One subtlety is also important. Although meta tags are less important now for search engines, you shouldn’t confuse them with descriptions of other information. There are many other elements on the page, such as photo and video. These formats are harder to index. Search engines are still unable to determine what is in a video or photo. Search engines can only understand this content if they have a description. These descriptions should be included to your site (using alt text). This helps search engines better understand the images and videos on your site.

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