General

How to become an SEO expert from scratch

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SEO – Search Engine Optimization, Search Engine Optimization – affects business in general: brand
reputation, online visibility, traffic quality, sales – and has a long term impact.

An SEO specialist is responsible for promoting a website in search engines. The higher a website's
position in search results, the more interested visitors go to it – and businesses gain new customers.

We'll find out what an SEO specialist does, what skills and qualities you need, and who can become
one. We also give you a step-by-step plan for diving into the profession.

How search engine optimization works
At the core of the SEO profession is an understanding of how search engines work and the ranking
algorithms – let's briefly go over that.

The history of SEO goes back to 1997 when Larry Page and Sergey Brin created the Google search
engine and Ilya Segalovich and Arkady Volozh created Yandex. Other search engines include Baidu,
Bing and Yahoo! Google remains the leader in the international market, Yandex in Russia and Baidu
in China.

Search engine robots – "spiders" and "crawlers" – "walk" on the internet. They move from page to
page, scan and add their copies to the search engine database. The database then indexes the pages
by parsing their content and then placing them into the index, or search engine results.

Indexing occurs as follows:

the page is disassembled into its individual elements: text, micro-labelling, meta tags, videos, images
and other types of content, service data;
All the elements of the page are analyzed according to certain parameters;
Based on the analysis results the page is added to the index or not.
Indexed pages generate a search engine output which the user sees in response to the search query
entered.

At the generation stage, the search engine needs to determine which pages are displayed to the user
in which order. This requires ranking algorithms, ways of determining the value of a page. The higher
the value of a page, the higher it will appear in search results.

Search Engine Optimization

Directions for SEO
In order to better understand what SEO includes, it is worthwhile to look into the major areas of SEO
– on-page optimization and off-page optimization.

Internal optimization – is work that takes place directly on the site and related to changes in its
structure, content and technical component.

External optimization increases the site's ranking by interacting with third-party services and sites.

Internal optimization
Consists of the following sub-fields:

How to become an SEO specialist from scratch Technical optimization

Is the identification and correction of technical errors on the site, which prevent the correct display
of the site in search engines. Accordingly, the presence of a large number of errors directly affects
the position of the site in search results.

Technical optimization includes a large stratum of work, including improving the speed of loading the
site, adapting the site for mobile devices, setting up indexing, and working with redirects.

How to become an SEO specialist from scratch Work with semantics

Semantics in SEO (keywords, or keywords) are queries that users use to find answers in search
engines.

The semantic core of a website is a list of keywords that relate to the topic of the resource being
promoted and most accurately describe the type of activities, products and services offered.

Key words are grouped according to certain characteristics and distributed across the pages of the
site. The process of grouping keywords is called "clustering".

Along with technical optimization, the semantic core plays a key role in website promotion as it
forms the basis for the rest of the optimization work plans.

From semantics depends:

The definition of the theme of the site in the eyes of the search engine;
site structure;
The content of the meta tags;
page structure;
content;
anchors links.
Accordingly, the proper collection and clustering of the semantic core is at the heart of the successful
promotion of any website.

How to become an SEO-expert from scratch Optimising site structure

Proper website structure is one of the most important factors in SEO-promotion. This is important
both for search engine crawlers in the indexing process and for website visitors. If a person
understands where something is on the site, as well as convenient to use them, he will spend more
time on the resource, which will have a positive impact on promoting the site.

An effective website structure is logical, concise and understandable to users, built on the basis of
collected semantics and covers the entire semantic core.

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