SEO - make the site seen

Fighters of invisible front

SEO (Search Engine Optimization) - the term a determining complex of jobs with a site for improvement of his{its} visibility by search engines.

Not a secret, that suppliers of the basic part of visitors of a site (80-90 %) are search engines, such as Yandex, Rambler, Aport, Google. Besides it is visitors target which came on that search which requested. If SEO in the West - the system enough already generated also represents a number{line} of the large companies, at us in Russia - this technology of promotion of sites still young. For example - professionally engaged in this technology in Samara firm " Samara - Internet-Servis www.samarainternet.ru ", in Tolyatti www.interpr.ru, in Novokuybyshevsk one person under nikom MsPhantom.

Let's show on examples

Give by the example of city Tolyatti we shall consider visibility on the certain key searches. For example, all country knows, that automobiles "zhiguli" do{make} in Tolyatti and naturally potential buyer in a line of search Yandex types{collects} " Zhigulis in Tolyatti " … and that we see - the first goes a site of firm " the Autoguarantor - Lada " which nakhodjat`sja: the Moscow region, Ljubereckij ?-?, a settlement. Kotel`niki. About what it speaks? And speaks this fact to us that ljubereckie guys have employed optimizatora SEO and he in the wonderful image, practically all traffic (visitors) has directed to them on a site. A conclusion: Tolyatti practically on the above-stated search is not submitted, so will not receive potential buyers.

For an example we shall take one more search - " the prices for vases " and again we see on the first place of muscovites. If to analyse in delivery poiskovika the first twenty (the first 20 sites) we shall see one serious Tolyatti firm trading in automobiles. As speak optimizatory on the slenge (searches practically by whom are not hilled).

Searches which are typed{collected} in poiskovike by the visitor, can be hundreds and thousand, but there are searches which type{collect} much more often (vysokochastotniki) or again as them name on slenge seoshnikov "tasty{delicious}". They can concern to any field of activity of firms - spare parts, conditioners, a case - compartment, hotels, plastic windows, etc. Above tasty{delicious} searches there are serious fights and considerable budgets of firms work. For example across Moscow hit on search " plastic windows " in first ten sites given out poiskovikom, costs{stands} from 10000 $ moreover deduction of a site on the achieved positions demands considerable means. But conversion (feedback from a site) much more surpasses expenses for his{its} conclusion and the maintenance{contents} for high positions.

" Bloody fights "

But the most interesting and "bloody" fights go at poiskovikov with optimizatorami (SEO).

All reason consists that optimizatory take away the profit poiskovikov. How it turns out? The matter is that poiskoviki suggest to show for rather big money your site under search. The prices at optimizatorov on the order are lower also than searches they can introduce in a site not one, and is equal it is so much, how much it is required to the owner of sites.

Now optimizatorov in the market chronically does not suffice, so - as here there are problems. Optimizator-it practically the person managed to calculate algorithm of selection of documents poiskovikom which to be stored{kept} in the strict secret poiskovikom and that the algorithm constantly varies. It needs the person combining analytical mentality, by possession of a spelling of a content, skill to use spec - programs (which very much often he writes " under itself(himself) "), with good knowledge of mathematical statistics and knowledge of English language.

Reefs

Optimization of a site under poiskovik is the whole complex of jobs demanding not few{not not enough;not poorly} efforts and means. The most dangerous is that often the customer pol`zuet`sja services not professionals, and fans{amateurs} or even worse "threw". Remember not for a long time on the Internet the mass action{share} has flown by " rise by a rocket "? When guys promised to deduce{remove} a site from Canada on high positions during 1-2 weeks. Yes they deduced{removed} (rough spamovskimi methods) but after poiskovik has calculated a site roughly broken conditions of the license poiskovika (and about them fine knows everyone optimizator) - these sites have got in "ban", on slenge seoshnikov " in a bath "

Ban it when poiskovik from the base at all cleans all data on a site and then the quantity{amount} of visitors critically falls.

The SEO-technology is recognized all over the world and it is not considered than that illegal. Many search engines are interested in best "visibility" of sites and spend and finance conferences and symposiums. For example in the spring to Samara there came representatives Yandex and opened aspects of promotion of sites in the Internet. Correctly optimized site does not bear{carry} "threat" poiskoviku - he improves "delivery" poiskovika in what they are very much interested and as brings considerable incomes to owners of sites.

Kiberskvotting - To mark out names

Kiberskvotting (capture of domain names with the purpose of a profit, from English cybersquatting) in the Internet gradually becomes all less profitable employment{occupation} - to this prevents not only the termination{ending} of the hysteria connected to an investment of money in the Worldnet, but also two more important circumstances: introduction of new domain zones of the first level both the fastest and precise reaction of arbitration ICANN according to UDRP (Uniform Rules of Consideration of Disputes [about domain names]) on those cases of capture when the name of the bought domain obviously coincides with the known trade mark or is similar to her " up to a degree of mixture " - so-called tajpskvotting.

In the USA blossoming kiberskvottinga has fallen to that period when national registrar Network Solutions gave domains free-of-charge - expecting "to beat off" money subsequently from service charges of the domain. In Russia the situation was similar: it was originally possible "to stake out" behind itself the domain, having paid for him{it} subsequently. And during this "incubatory" period nobody could buy the domain, even at an immediate reimbursement of this purchase. Thus, constantly submitting the application for any domain, kiberskvottery could (and used such opportunity) actually to own him{it}. This time became the period of initial accumulation of the capital kiberskvotterov - at the minimal investments and the maximal success it was possible to earn rather round sums. Perhaps, the greatest role in development khapperstva the hearing that the domain Rosbank.ru has been bought by Rosbank for the sum of 20 thousand US dollars has played. It is rather impressing sum, but appetite comes during meal: For the domain Yandex.com the former owner tried to help at a Yandex (under his{its} own statement) already 200 thousand dollars.

At kiberskvottinga there is a classification:

* Obvious capture of the names identical to trade marks (Yandex.com, Kodak.ru);

* Registration of the names similar on a spelling on names of "untwisted" sites - tajpskvotting. Has the certain similarity to those cases when names are registered, associirujuhhiesja in minds{wits} of users of the Network with the companies necessary to them or persons (an example pure{clean} tajpskvottinga: Sport-expres.ru - with one letter "s", earlier also existed Sport-ekspress.ru which, probably, appeared it is unprofitable. To the second category concern Sberbank.ru, Sberbank.com - any of these sites does not belong to that "Savings Bank" of which 90 percent{interests} of Russians will think);

* Registration of names " under the dictionary " - stolbjatsja the words, able to serve as a name connected to thematic contents of a site. To seize such domain it is practically impossible - these words, as a rule, are common. Examples of such capture do not have number - practically any good name already belongs to any Internet - project or kiberskvotteru.

What to do{make}, if the domain name necessary to you is already borrowed{occupied}? The most obvious and zatratnyj the way is his{its} repayment. However in Internet world it is accepted to concern to kiberskvotteram as to terrorists, and to go on concessions - that is to redeem domains - it is considered a bad form. Other business - to seize the domain if kiberskvotter "has staked out" a name of your firm specially that then it{him} to you and to resell. To seize the domain probably, however resources which it will fall to spend (both time, and material), can be rather significant. It is necessary to note also, that from in what from zones of the first level the domain is registered, much depends very much.

For the Russian companies it is possible to name the most indicative processes on domains Kodak.ru (business was considered{examined} within three years practically in all instances and has come to the end with victory Eastman Kodak) and Yandex.com (here "Yandex" managed to win not only it is fast - only for three months, - but also above rather persistent contender - firm " Arbitrazhsudpravo " which kiberskvottingom is engaged very much for a long time and in this business fairly podnatorela). So big difference speaks that, that in the USA the conflict around of a name Yandex.com was considered{examined} according to UDRP (at us this procedure often name Simply uniform rules), and in Russia company Eastman Kodak has been compelled to use standard judicial measures for protection of the trade mark: to win the claim against Alexander Grundula (which possessed the rights to a domain name Kodak.ru), it was necessary to reach the Supreme Court, and subsequently again to reconsider business in the lowest instances. On all this just also left three years - not without reason stability{resistance} Kodak this question named imidzhevym an element of its{her} strategy because it has not brought any direct economic gains of the company. But for them it was a question of a principle, and stability{resistance} of firm business otsuzhivanija the domain can be welcomed only. However practice of the repayment of the borrowed{occupied} domain name constructed on obhheupotrebimom the term (for example, any vodka.ru or monitor.ru) exists, and the price of such name can reach{achieve} many thousand dollars.

Besides return of the trade mark, there are also other ways:

* Registration of a name which at a latin spelling has the cyrillic perusal necessary to you (like Xakep.ru);

* Add to the name of the domain which you would like to receive, any keyword describing your activity (Hostinfo.ru);

* Register to itself a name in other domain zone. And it is possible to consider the problem purchases of the domain not only in the domain zones which are distinct from .ru (.com.net.info...), but also in various "auxiliary" domains of the second level - com.ru, msk.ru, spb.ru. For example, the Russian mirror Google.com has the address Google.com.ru - and anything, of attendance does not complain.

In general if you have purpose to get a convenient name for your site, and the first, that occurs, it appears to you not on a teeth, do not despair - switch on the imagination, and necessarily there will be a variant, on which else nobody has paid attention, however he will be rather good from the point of view of storing and ease of a pronunciation