White, gray and black optimization methods

SEO optimization is a dynamic field in which changes occur very quickly. Not having time to track current changes, you risk rapidly losing their positions. And vice versa - quickly responding and adjusting, you can win a significant market share. If in resource-intensive industries global changes occur at intervals of decades, here, sometimes, a couple of updates of the search algorithm are enough to provide a 180-degree turn. So, at the dawn of search engine optimization, every effort was made to ensure that the site was as high as possible in the shortest possible time. Whereas over time, tactics become more and more complicated. This, however, not only complicates the work of optimizers, but also helps to eliminate unfair competition with those who use the so-called. "Black" methods. Not to mention the fact that search results become better and more relevant.

"Black" methods of search engine optimization

Such methods were used, for the most part, at the initial stage of the development of SEO-optimization and website promotion. Then the search engine algorithms were not fully studied and few people thought about a stable and long-term effect. The main goal was to promote the site to the top at any cost and as soon as possible. At the heart of "black" SEO - all kinds of search spam and cheating the reference environment through free directories.

Spamdexing : a method of promoting on the most popular key requests, in which the texts of the pages are overly saturated with certain keywords, often unrelated to the subject of the site. Often, special pages are created that are completely clogged with search spam. Also for texts with keywords that are not related to the subject of the site, the smallest font is used, in the background color, or they are placed at the very bottom of the page, with maximum scrolling.

Linkbombing : artificially increasing link mass in order to increase the PRC and PR of the site. In its original form, it was the placement of links in various free directories, as well as on sites of completely different subjects. Also, non-thematic queries could be in the form of hypertext references to words that quite correspond to the subject of the resource. However, the link opened a completely different website. Today, this method is used in a more civilized form - placing paid links on special reference exchanges - and is rather related to gray methods.

Doorway : a term for sites that are specifically created for the promotion of other resources. When you go from a search engine to such a site, you are instantly redirected to another resource that does not correspond to the subject of your request. This is the so-called redirect.

Swaping : a method in which the content of a page is completely replaced by another after the site has been indexed by a search engine for certain queries. The method can be called rather "desperate", because it only works until the first search engine update, that is, very briefly. It is used by optimizers for one-time provision of services, when a prepayment is made to bring a site to the top, but there is no goal of continuous cooperation.

Cloaking : sophisticated masking of page content from search robots. Using a special script on the site, the IP address of the search robot is calculated, for which the modified content is immediately offered. While ordinary visitors see a different version that does not match their needs.

The use of “black” optimization methods is prohibited and is calculated automatically or is established by a complaint to the administration of the search engine. And in fact, and in another case, the site faces an exception to the search results with all the ensuing consequences. To date, these methods have practically become obsolete and are used only for short-term traffic surge. Often they are used by resources with dubious or even illegal content.

"Gray" methods of search engine optimization

In contrast to the "black" methods, the "gray" is not officially banned by search engines and quite often used so far. However, they are also based on an attempt to influence search engines in order to improve the position of the site in the issue.

Increased occurrences of key queries: one of the most popular methods, based on saturation of the text with “keywords” with a certain frequency of entry. Trying to analyze and adapt to new algorithms of search engines, optimizers derive certain formulas for website promotion with the help of content. They take into account the optimal distribution of keywords per page (depending on the frequency of the request), the percentage ratio of the number of words in the text and the occurrences of the request, the word form, and also the optimal number of words between the two occurrences. Such formulas, of course, can be very approximate and do not provide any guarantee for improving positions.

“Gray” and “white” doorways : differ from those used in “black” SEO in that they contain high-grade unique content. In the case of “gray” doorways, such sites are needed in order to transfer their main indicators to the main, promoted resource: indexability, TCI and positions in the search. “White” doorways do not use direct redirect, but only contain advertising text with a link to the main site. This method does not violate any rules in relation to search engines.

Buying links: used to build the reference environment. Links are purchased on special exchanges, and then placed on sites of similar subjects with good TCI and PR.

Gradually, the "gray" methods are stopped by changing the algorithms and lose their effectiveness. Some of them are completely prohibited if too obvious abuses are discovered. So, there is still a loud scandal with the exception of many sites promoted by large SEO companies from the search results. The reason was the allegedly detected cheats with the help of user traffic surges through social networks. Therefore, the most reputable SEO companies and resources are increasingly resorting exclusively to "white" methods.

White SEO

"White" methods of search engine optimization - officially allowed and valid by search engines. They consist, first of all, in competent work on the site, its convenience and informational content for the user, subject to the recommendations of search engines. Such methods are often used in the framework of integrated Internet marketing and eliminate the artificial impact on the position of the site in the search results.

Website optimization: includes a set of measures to improve the quality of content, navigation, the contents of html-code. In particular, a competent semantic core is compiled, in full accordance with the theme of the site. Uses unique and meaningful content that is fully relevant to the subject and not oversaturated with key queries. An internal linking of pages is carried out (links to sections are put down), high-quality domains and subdomains, URLs of internal pages (containing the main key queries written in transliteration) are selected. Poor-quality links and incorrect server responses to the section access are monitored (in case of a request error, the hosting server crashes, the page is deleted, etc.). Particular attention is paid to the compilation of a robots.txt file, intended to communicate information about the site to search robots, as well as to the filling of META tags in html: Title, h1, Decscription, Keywords.

Website promotion: placing information and links to the website on thematic resources, conducting advertising campaigns, publishing high-quality articles and other ways of naturally increasing the reference environment.

Such methods do not produce results as quickly as “gray” ones. But the effect of them will be stable and long-lasting, without the risk of any sanctions from the search engines. In addition, “white” SEO will provide your website with unique and informative content, making it more attractive to visitors. That, no doubt, will affect the conversion.