What is SEO and why is website optimization necessary?

SEO is search engine optimization. The idea hides the complex development of the site and its promotion to reach the first lines in the search engine results. SEO promotion of websites can be defined in another way - it is a funnel for driving traffic to a site and as a tool for influencing search robots to achieve leadership in search results. The question is, why is it important to be in the top line of search results? The answer is provided by the statistics of search engines for commercial queries, that is, for search queries that reflect the user's desire to make a purchase. Of all traffic, 95% falls on the first page of search results and from 60% to 80% on 1-3 lines of issue. Every resource owner is ready to draw that kind of attention to his site, brand, or product. It's important to do your best to climb to the top of the search results.

SEO promotion today includes the following basic elements:

It is a fact that SEO specialists do not know for certain what formulas search engines use to rank resources. But the key and fundamental factors are clear. Usability, availability, and quality of the mobile version, loading speed and user behavior are indicators that directly affect the position of the site in search results. It is especially worth highlighting site optimization for smartphones and other mobile devices, as traffic from desktop computers is increasingly inferior to traffic from mobile devices.

A webmaster can get a website to the top of the search results if he optimizes the website as required. In this case, the search engine considers about 800 parameters.

SEO history

How does SEO work?

As mentioned, SEO has two main components: internal and external optimization. It is important that both given due attention, otherwise effective promotion will be impossible.

Internal optimization

As part of internal optimization, the quality of the site improves, which leads to its promotion in search results. This requires the following steps:

External optimization

Ten years ago, this improvement was only about increasing the number of links. But now more subtle and thoughtful work is need, in few of the new requirements of search engines. Nevertheless, the goal remains the same - to gain link mass. External optimization performs the following tasks:

As you take these steps, remember to track the actions and positions of your main competitors. You need to check monthly.

Practical aspects of SEO

Now is the time to move from theory to practice. Next, we'll look at how to properly monitor SEO experts and what techniques you can use to do this.

Controlling the work of optimizers

Once you've identified the objectives and selected an SEO expert, you need to make it clear that his work will be regulate. Specify the frequency of submission of progress reports. (Once a week or once a month) and always with a text description. To effectively control the work, it is advisable to follow these recommendations.

For important keywords from the list, you can request a report from the SEO specialist tasked with optimizing. If an agency works with your site, then the issues of reporting are fix in the contract.

To make it easier for you to control the executors, we will decipher the professional terms used by search engine optimizers. You should watch for metrics such as text nausea, text uniqueness, and keyword ratio.

SEO terminology

A word of caution for those who are not very versed in this topic.

If your site is in the top search bar, make sure it is not an advertisement. The results of the SEO specialist's work should appear in the search results under the ad unit.

Small technical bonus


There are many such techniques. Some of them can play a large role in the promotion, while others may not. Check out search engine recommendations and consult with your experts.


Marketing tools like SEO are effective. Although the positive effect of their use is not immediately noticeable. But over time, you will notice it more often and more regularly. As you optimize your site, search engine rankings will bring increased value. If there is a search engine, there will be search engine optimization.

Website load speed and SEO

The speed of work is one of the key indicators of the site. The position in the search results and sales figures depend on this. You should control this indicator using special services and take measures to speed up the loading of web pages.

Why check website loading speed?

A fast and easy to use website is a great source of sales. Page speed is a competitive weapon and the foundation of online success. It is important to try to improve this parameter and be sure to control it using available methods.

Competition for buyers

Internet companies and entrepreneurs compete for users - potential customers. Imagine the situation. Your site is beautiful, informative, and user-friendly. You are using all SEO, SMM and contextual advertising. Various internet marketing methods used to stay at the forefront of search results.

You can spend a lot of effort and money developing, publishing content, and promoting your website on the Internet. But the results for some reason do not justify the Jews. And this is simply because the resource is too slow.

Why is speed so important?

Using the Internet, the user is surfing. One person easily navigates from page to page and from site to site. Dozens of clicks, transitions and page views happen in a short period of time.

The user's time almost and always limited. He is always looking for something new in the big internet spaces and wants to do it quickly.

Time is of paramount value to people, especially Internet users.

There is always a choice on the Internet. Search engines provide dozens or hundreds of similar sites for a single query.


70% of users are less likely to make a purchase and are unlikely to return in the future if the download times are longer than expected.

Data from Unbounce

How speed affects SEO

Website loading speed is a ranking factor. Google announced this back in 2010, and by 2020, the value of the page load indicator has grown significantly.

Performance directly affects SEO, and here's why:

Search engines measure and track load times with a focus on fast sites.

Search engines track people's behavior: the fewer page visits and more often they close immediately, the lower the page rank.

And if direct measurements of speed are of secondary importance, current behavioral factors are fundamental to the construction of search results. Sites with faster loading times will rank higher. And as a result, they will attract more customers.

The site must have a fast loading speed. The page should open as soon as possible. Almost immediately. This requires appropriate solutions related to the technical optimization of the site.

How to speed up your website

Only competent developers should be trust to speed up the site. In the optimization process, it is important to strike a balance between performance, usability, functionality, and content.

Possible solutions include smart server (hosting) selection or replacement, software editing and code reduction, archiving, changing CMS configuration scripts and software updates.

It is important to understand that over time, any site, even the most perfect, will require technical updates, including to speed up work.

One second website loading delay reduces conversions by 7%!


It is necessary to constantly monitor the speed of loading pages.

Work on speeding up the site gives positive results in the form of successful promotion, traffic growth and sales increase. You need to control site speed and improve performance while increasing the quality and attractiveness of your user assets.

When ordering SEO optimization and web development services, pay attention to the loading speed of your developer's site for several pages (main and internal). If the speed is low (in the red zone of Google PageSpeed), then try looking for other providers.