Experienced owners of websites, internet resources, portals, services know that optimization, depending on the methods used, can be more 'legal' or less. However, none of the known optimization methods can be absolutely legal – if the rules of search engines change, or if the owner excessively uses a certain method, they may be suspected of trying to influence the site's display in search results, and the method from 'white' will become semi- or completely undesirable.
Website promotion is primarily about working on the clarity and obviousness of the page content for both people and algorithms. The search engine always considers how relevant the page is to the stated search query. This check is carried out according to several parameters:
– by the density of relevant keywords (including the exclusion of texts that are over-optimized and outright spam),
– by the citation rate of the resource, including considering the authority of referring websites,
– by many other parameters.
Factors that affect successful website promotion are divided into internal (depending on the site itself, its quality) and external (dynamic and static – that is, depending on the citation text or independent of it).
Optimization based on external factors in the truest sense of the word should include posting articles, press releases, using social networks, possibilities of blogs on third-party platforms, and other methods.
In any case, today's search engine conditions are quite strict. If earlier optimization often included new opportunities discovered by some users and unknown to others, today website owners are required not to manipulate search results, including, for example, finding ways to boost the site's ranking by bypassing the basic rules – without increasing:
– the uniqueness of content,
– the importance of the site's content for users,
– the authority of the site, that is, an increase in natural links to the competent resource from ordinary users.
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