SEO (Search Engine Optimization) is a technology for promoting a website in search results. The tech is based on adjusting to ranking algorithms and improving the criteria of the site so it can sit at the top of the search.

Today, SEO is one of the most effective technologies for attracting cheap traffic to your website. How does it work? What are its main benefits? Let's find out.


It’s quite simple: users enter a query (something that is of interest to them), and the search engine builds a list of links to corresponding resources in a certain order.

Under the link, the potential client sees a brief description, if it is relevant – he or she clicks the link and visits the site. The higher the link is in the search results, the more likely you will have your transition or desired action, as the user usually does not go beyond the first page of search results.

Search results compilation is based on a complex sorting formula that considers dozens of parameters. Moreover, the exact algorithm of the ranking is not disclosed by the search engine's owners. In the real world (even if your content and technical implementation are perfect), it is almost impossible to put your site to the first page without using SEO technologies. Especially in highly competitive commercial topics.



Despite the popularity of social networks and messengers, Google is still one of the top traffic makers. For example, online stores get about a third of their visitors from search.

As for content projects (corporate blogs, media, news sites) that are making money on advertising, the share of search traffic is even higher. An important benefit, compared to other channels, is that you do not need to pay for each click and transition to your website, as in context and targeted advertising.

Of course, search traffic cannot be called free, especially at the beginning when you need to invest in content, technical optimization, and so on. Also, you need to understand that investments in SEO normally bring results and pay off in the long term – from 4 to 12 months.


The main task of any search engine is to give a high-quality answer to the user's query. That is why among many sites it chooses the most relevant, convenient, informative and authoritative. What else is considered when ranking?

  1. loading speed – the faster it is, the better the rank in the search;
  2. adaptive design – correct display on all devices, browsers, operating systems;
  3. security – the presence of https, the absence of viruses;
  4. words from the query match with meta tags (title, description);
  5. there are reviews, information about payment, delivery, guarantees.

Therefore, by setting up a good SEO, you not only increase traffic, but also improve the overall user experience. Convenience and informational value give the visitor a reason to stay longer on your website, come back again later and make orders.


  • Preparation and planning

Before taking specific actions, you need to decide on the goals, strategy and promotion tools. Next step is the audit of your website – you assess to what extent it meets the requirements of search engines. You check for:

  1. broken links;
  2. duplicated pages;
  3. loading speed;
  4. incorrect display on mobile devices.

  • Internal optimization

  1. filling the site with content – writing articles for the blog, filling out product cards in the online store, uploading videos;
  2. assigning unique meta tags (title and description) to each page and optimizing the text in accordance with the collected semantic core;
  3. relinking – linking the pages of the site with each other.

  • External optimization

  1. mentions in the media – company representative writes articles on industry resources, gives interviews and expert opinions on the topic;
  2. guest posting – company hosts articles containing links to thematic sites and blogs of other market players for free or on a barter basis.

  • Behavioral factors

At the stage of development and testing, it is impossible to cater for all the nuances of user interaction with the site. What initially seems reasonable for the developer may be completely inconvenient for most visitors. Web analytics systems show how users behave on the site and allow to build hypotheses for further improvement of the resource. When ranking, search engines consider such indicators as:

  1. page depth (the number of pages viewed);
  2. time spent on site;
  3. bounce rate (the percentage of users who leave the site right after visit);
  4. repeated and direct visits.


Search engine algorithms are constantly changing. Therefore, SEO never stops. You can’t put your site to the top and rest assured that it will always be there.

SEO is a system method implying the refinement of the site almost every week. But don't be afraid. Most often, you’ll need to change page titles, rearrange text and links between site sections. Serious technical improvements are required less often.