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Lecture-9. SEO optimization

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1. What is SEO and why is it needed?

  • SEO – Search Engine Optimization, search systems for optimization
  • Goal : organic ( free ) traffic (organic traffic* ) increase
  • Search systems : Google, Yandex and others .

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* Organic traffic is​ users to the website paid without ads , search systems ( e.g. Google, Bing, Yahoo) are natural search results through enter It is the arrival of . That is , this visits advertising , direct login , referral or​​​ social networks through not , maybe free search results through done is increased .

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How do search engines work?

  • Crawling – robots pages scans .
  • Indexing – data to the base is written .
  • Ranking – poll the most suitable pages sorted .

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2. Types of SEO

  • On-page SEO – page internal elements optimization .
  • Off-page SEO – external factors , backlinks , brand reputation .
  • Technical SEO – website speed , mobile adaptation , security and others .

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3. The concept of keyword

  • Key word – user search to the system introducing word / phrase .
  • Target : page content user request with adaptation .
  • Examples : “ What is SEO ”, “ How to get cheap hosting ” , and etc.​

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Keyword types

  • Short-tail – 1–2 words : “ credit ”, “SEO optimization ”
  • Long-tail – 3–5+ words : “SEO optimization from scratch to learn ”
  • Long-tail: competition less , conversion higher

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Ways to find keywords

  • Google autosuggest and People Also Ask sections .
  • Competitor on the sites topics and sections .
  • Forums , Q&A platforms ( Quora and others ) .

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4. On-page SEO: Title tag

  • Every one on the page " what title "​ to be need .
  • Length usually 50–60 characters around .
  • Home key word in title natural in appearance .

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Meta description and URL

  • Meta description – 140-160 characters short description .
  • User to the page to enter encourages .
  • URL short and understandable be : site.com/ seo-optimization .

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Headings (H1–H6) and content quality

  • Every on the page only to have one H1 need .
  • H2, H3 – section and small sections for .
  • Content useful , original and practical to be need .
  • Key words in the text natural usage necessary .

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Internal and external links

  • Internal links – website inside pages between .
  • User more pages to see encourages .
  • External links – reliable to sources links .

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5. Off-page SEO

  • Backlinks – other sites link to your page
  • Backlink is a trust signal for search engines
  • Backlinks from quality, thematically related sites are important

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Brand reputation and social signals

  • Brand name searches, reviews, ratings matter
  • Social media activity increases traffic and visibility

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6. Technical SEO: Site Speed

  • Loading speed is important for user experience
  • Slow site – high bounce rate and low conversion
  • Optimize images, reduce unnecessary scripts

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Mobile compatibility and security

  • Responsive design – comfortable viewing on all screens
  • HTTPS (SSL) – secure connection, trust factor
  • Search engines favor HTTPS sites

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Sitemap and robots.txt

  • Sitemap.xml – sitemap for search engines
  • robots.txt – defines which sections are crawled

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7. Content strategy

  • SEO is a continuous content creation process
  • Blogs and articles: answering audience questions
  • Each article should focus on one specific topic.

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Content calendar and evergreen content

  • Creating a weekly/monthly content plan
  • Evergreen content – long-lasting, relevant articles
  • Update such articles periodically

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8. Measuring SEO effectiveness

  • Organic traffic – the number of visits coming from search
  • Keyword positions (rankings)
  • CTR – click-through rate from search results
  • Conversions – purchase, registration, inquiry

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9. Modern SEO trends

  • User User experience (UX) – design , navigation , usability .
  • Core Web Vitals – speed , interactivity , visuals stability.
  • EEAT: Experience , Expertise , Authoritativeness , Trustworthiness .​​​​​​​​​​

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Example : Imagination do : you on the internet the flu treatment according to advice Looking for . Take care of your health which to the site believing submitted you would be — amateur my blog or official medical A portal? Probably , most of us second option we choose . Exactly so in a way EEAT principle at Google works .