Today, there are several methods of external search engine optimization:

• Registration in directories of links, which can be carried out either manually or using special programs and services;< /li>
• Registration in search engine directories: DMOZ, Rambler Top100, Yandex.Catalog, Mail.ru, Yahoo;
• Link exchange;
• Posting articles with links to the promoted site;
• Press releases;
• Social networks;
• Blogs;

Search engines take into account two main parameters of a site when calculating its relevance:

• Keyword density (the algorithms of today’s search engines make it possible to perform semantic analysis of content in order to filter search spam);
• Site citation index. It depends on the authority and number of sites that link to this site;

All possible factors influencing website promotion in search engines are usually divided into external and internal. Website optimization and promotion involves a complex of works with internal factors:

• Writing and optimization of text and page layout based on selected search queries;
• Improving the quality and quantity of content on the site (the uniqueness of the text is extremely important for website promotion), as well as thoughtful stylistic design of the text;
• Optimization of site structure and navigation, use of internal links.

External factors for website optimization are divided into dynamic and static.

Static optimization factors determine the relevance of a website based on its citation by external sites, taking into account their authority, regardless of the citation text itself.

Dynamic external factors of website optimization determine the relevance of a site based on its citation by third-party sites, as well as their authority in direct dependence on the text of the citation.

There are many services on the Internet that make the work of optimizers easier and allow website owners to promote them themselves.

Site optimization methods

Website optimization methods can be divided into three classes, although this is very conditional, since any manipulation of website parameters can be regarded by the search engine as an undesirable effect on its results.

The Yandex search system prohibits any attempt to manipulate search results. Conscientious optimizers use Yandex’s own recommendations for developing “correct” sites or, as they are now often called, “sites for people.” In this case, optimizers do not violate the rules of search engines when promoting sites.

White optimization

White-hat website optimization is a set of measures taken on a website when promoting it in search engines without using resource promotion methods prohibited by search engines. All search engines have requirements that differ little from each other. This method does not affect search algorithms. Work on optimizing a website includes putting the site itself in order: internal navigation and its content, writing text content – articles, reviews and press releases. It is also good practice to optimize and promote your site by registering your site in affiliate programs and social bookmarks with links to the website being promoted.

Gray optimization

Gray website optimization is the addition of a significant number of keywords (which are also queries in search engines) to the text of the page to the detriment of human readability. In this case, optimization consists of selecting a mass of keywords for a specific page of the site with the required frequency of keywords, followed by formulating sentences that contain key queries. The goal of the article author in this case is to write original text in a form that is no less noticeable to the average visitor, but with maximum effect for the search engine. Gray site optimization is not officially prohibited, but its use or abuse may be regarded as an unnatural increase in the popularity of the site being promoted.

Black optimization

Black hat website optimization is a set of methods that contradict the rules of search engines. Today there are quite a lot of methods that aggressively influence the search engine. This is, for example, the use of doorways – pages and sites thatinitially created specifically for search engine robots with a large number of key phrases on the page. Cloaking is a technique when the user is given one page made for “real” people and easy to read, and at the same time another page (highly optimized for key queries) – specifically for a search bot. The use of hidden text on website pages and the presence of so-called “single-pixel links” are also prohibited.