Black optimization. What is white SEO optimization? See what “White optimization” is in other dictionaries

Website optimization is understood as one of the tools for promoting an Internet resource, which helps promote the website in search engines. Today there is more than one web design studio on the market that knows enough about website design, but not every studio is able to make yours beautiful and useful resource I saw how it was possible large quantity of people. Website creation is a fairly popular service, however, promotion and promotion are almost inevitable for those who want their website to be relevant and visited.

The good thing about search engine optimization is that it is usually cheaper than other promotion methods, and its effectiveness when done correctly is quite high.

White optimization

White-hat website optimization is when webmasters do not use dishonest technologies, and the resource itself is useful for both the user and the search engine. Websites promoted in this way are safe and do not try to deceive search algorithms. White promotion tools include contextual optimization pages and meta tags, this also includes the method link ranking, in which links to this site are placed from others. Besides, contextual advertising is also effective and in a legal way promotion. Well, and besides everything, the unique text content is also great way improve your position in search results. Pure or partial copying of texts from other sources is absolutely not welcome; search engines figure out such things without much difficulty, and the measures applied to such sites are becoming increasingly strict. So, successful optimization is almost impossible without creating unique text content for pages.

Black hat optimization

Black hat optimization is a riskier way to promote a website, because... there is a high risk of being banned search engines. In addition, search engines are becoming smarter every day and, accordingly, the number of sites included in the blacklist is growing. Black methods include redirects, doorways, cloaking, etc.

A doorway is usually understood as a page that was originally created under low frequency request. The result is that the page appears at a fairly high position in the search results. Most often, such a page is useless for users, and a search engine can quickly ban it.

Cloaking is a technology when the user is shown one page, while in its place the search engine “sees” another. When redirecting, the site visitor is automatically redirected to the page the optimizers need.

Every day there is an active struggle against black hat optimization tools; it has fewer and fewer opportunities to be useful.

Intermediate: gray optimization

There is also the so-called gray website optimization, which uses both white and black methods. With this approach, the web resource also runs the risk of ending up on a ban list or sanctions may be applied to it, as a result of which its position in the search results will be significantly reduced. Illegal promotion methods threaten the site with loss of positions and being blacklisted, and as a result, the number of visitors to such a resource will not only stop growing, but will begin to rapidly melt away. In addition, to remove sites from blacklists will require a lot of time and significant effort, which does not even always lead to success. So, you should not take risks and trust the methods of black and gray optimization, the game in this case, not worth the candle.

This is the adjustment of content, markup and other parameters of a website to the algorithms of search engines to improve the site’s position in search results. White optimization(or natural optimization) is called search engine optimization without using methods prohibited by search engines and unfair from the point of view of users.

According to another definition, white optimization is a set of measures aimed at increasing website traffic and based on an analysis of the behavior and requests of target visitors. Thus, white hat (or natural) optimization is integral part set of measures internet marketing.

White hat optimization is designed to naturally, through analysis of consumer behavior, achieve increased returns from the site. The objectives of white hat optimization are to increase targeted site traffic, increase the popularity of the resource among Internet users, and improve the site’s ranking according to search engines.

White optimization excludes any artificial (or “doping”) optimization methods. Including boosting banner impressions, sending spam and other methods of so-called “black hat” optimization. The set of white optimization measures includes

constant work to improve the visibility of the site by robots ( spiders) search engines;
constant work to improve the usability of the site ( usability) for visitors;
continuous improvement content- texts and other useful information published on the website;
constant analysis of popular search queries related to the topic of the promoted Internet resource;
constant work with sites on this and related topics, creation and improvement affiliate programs.

Advantages. Thanks to the competent selection and creation of site content, its adjustment to search engines, improved site navigation and constant analysis and consideration of user search queries, the website becomes much more visited, useful and convenient for the target audience.

A key role in natural optimization is played by the development of the functionality of the resource and its usability (convenience for users). It is clear that the development of system functionality leads to an increase in its complexity. There is a difference between internal and external white hat optimization. Internal white hat optimization is

selection and placement of brief descriptions of pages in their HTML code (in META tags). This is done taking into account the keywords for which the site is optimized and should be included in search engine results;
selection of understandable URLs for site pages. This is more convenient for both people and search engines, and helps the latter better take into account the topic of the page;
optimization of texts published on the site to ensure their better compliance with META tags and short descriptions. Thus, the optimized text must contain keywords included in META tags. It is also possible to increase the importance of keywords by highlighting them in bold or italics;
file optimization" .htaccess" And " robots.txt". These files allow you to indicate to search engines which pages do not need to be indexed, merge mirror pages, and indicate the main domain for a given site (with www or not).

Cautions:

Contrary to still popular belief, the tag " keywords" among the META tags has not affected the site’s place in search engine results (ranking) for a relatively long time. This is caused by the abuse of this tag by webmasters.
It should be remembered that an overabundance of keywords in the optimized text can harm it. Firstly, re-optimized the text may become difficult to read. And secondly, search engines may regard such “optimization” as search spam.

External white hat optimization consists of adding a site to search engine databases. This is a definite “hint” to search robots that they should check and add the site being optimized to search database. It is also practiced to register a resource in well-known and authoritative directories ( DMOZ, Yandex Catalog). It is useful to post press releases on the Internet with a link to the site being optimized.

Based on analysis of the behavior of target visitors. Natural optimization refers to a set of Internet marketing activities.

general information

Natural optimization allows you to naturally, by analyzing consumer behavior, achieve maximum return from the site, namely an increase in target traffic, popularity of the resource among Internet users and rankings in search engines. Natural optimization excludes any “doping” optimization methods - sending spam, “inflating” banner impressions and other methods of black hat optimization.

Set of events

Constant improvement of site visibility by search engine robots
Constantly improving the convenience of the site for visitors - usability
Constant analysis of the quality of processing applications from the site - the so-called “mystery shopper” service
Continuous improvement of texts on the site - content to form a semantic core
Constant analysis of requests related to the promoted product
Constant search for sites on related topics to create affiliate programs

Advantages

Thanks to competent adjustment of the site content, customizing it for search engines, improving site navigation and constant analysis of user requests, the website becomes more visited, interesting and user-friendly. In natural optimization key role plays the development of resource functionality (that is, increasing the complexity of the system) and user convenience (usability).

Methods of internal white hat optimization

Selection and placement of META tags in the site code: brief description. This is done taking into account the words and phrases for which the site should be found in search engines. Site pages should have a clear URL - this is more convenient for both people and search engines, which will take into account the topic of the page.

Contrary to popular belief, META- keywords tag does not affect search engine rankings comparatively for a long time. This is caused by excessive abuse of this tag by webmasters.

Optimizing site texts, that is, ensuring text compliance with META tags. So, the text should contain words designated in META tags as key words. It is also possible to increase the “weight” of a word in the text by highlighting it in bold. However, do not forget that an overabundance of keywords in the text can be harmful. Firstly, the text may simply become difficult to read. Secondly, search engines may consider it spam.

An important part of internal optimization is the optimization of robots.txt files. This allows you to indicate to search engines which pages do not need to be indexed, specify correct address(with or without www), and also merge mirror pages.

Methods of off-site white hat optimization

Adding a site to search engine databases. This is a kind of “hint” to search robots to check and add the corresponding site and then display it in the search results. Registration of the site in authoritative website directories (DMOZ, Yandex.Catalog). Posting press releases on the Internet with a link to the promoted website.

Write a review about the article "White Hat Optimization"

Literature

Ashmanov Igor Stanislavovich, Ivanov Andrey Alexandrovich. Website promotion in search engines. - M.: "Williams", 2008. - P. 304. - ISBN 978-5-8459-1155-1.
Evdokimov Nikolai Vladimirovich. Website promotion. Effective Internet commerce. - M.: "Williams", 2009. - P. 160. - ISBN 978-5-8459-1307-4.
Sevostyanov Ivan Olegovich. Search Engine Optimization. Practical guide website promotion on the Internet. - St. Petersburg. : “Peter”, 2010. - 240 p. - ISBN 978-5-49807-670-6.

An excerpt characterizing White Hat Optimization

– Did he tell you correctly about his childhood love for Natasha?
– Was there childhood love? - Prince Andrei suddenly asked, blushing unexpectedly.
- Yes. Vous savez entre cousin et cousine cette intimate mene quelquefois a l"amour: le cousinage est un dangereux voisinage, N"est ce pas? [You know, between a cousin and sister, this closeness sometimes leads to love. Such kinship is a dangerous neighborhood. Is not it?]
“Oh, without a doubt,” said Prince Andrei, and suddenly, unnaturally animated, he began joking with Pierre about how he should be careful in his treatment of his 50-year-old Moscow cousins, and in the middle of the joking conversation he stood up and, taking under Pierre's arm and took him aside.
- Well? - said Pierre, looking with surprise at the strange animation of his friend and noticing the look that he cast at Natasha as he stood up.
“I need, I need to talk to you,” said Prince Andrei. – You know our women’s gloves (he was talking about those Masonic gloves that were given to a newly elected brother to give to his beloved woman). “I... But no, I’ll talk to you later...” And with a strange sparkle in his eyes and anxiety in his movements, Prince Andrei approached Natasha and sat down next to her. Pierre saw Prince Andrei ask her something, and she flushed and answered him.
But at this time Berg approached Pierre, urgently asking him to take part in the dispute between the general and the colonel about Spanish affairs.
Berg was pleased and happy. The smile of joy did not leave his face. The evening was very good and exactly like other evenings he had seen. Everything was similar. And ladies', delicate conversations, and cards, and a general at cards, raising his voice, and a samovar, and cookies; but one thing was still missing, something that he always saw at the evenings, which he wanted to imitate.
There was a lack of loud conversation between men and an argument about something important and smart. The general began this conversation and Berg attracted Pierre to him.

The next day, Prince Andrei went to the Rostovs for dinner, as Count Ilya Andreich called him, and spent the whole day with them.
Everyone in the house felt for whom Prince Andrei was traveling, and he, without hiding, tried to be with Natasha all day. Not only in Natasha’s frightened, but happy and enthusiastic soul, but in the whole house one could feel the fear of something important that was about to happen. The Countess looked at Prince Andrei with sad and seriously stern eyes when he spoke to Natasha, and timidly and feignedly began some insignificant conversation as soon as he looked back at her. Sonya was afraid to leave Natasha and was afraid to be a hindrance when she was with them. Natasha turned pale with fear of anticipation when she remained alone with him for minutes. Prince Andrei amazed her with his timidity. She felt that he needed to tell her something, but that he could not bring himself to do so.
When Prince Andrey left in the evening, the Countess came up to Natasha and said in a whisper:
- Well?
“Mom, for God’s sake don’t ask me anything now.” “You can’t say that,” Natasha said.
But despite this, that evening Natasha, either excited or frightened, lay for a long time in her mother’s bed with fixed eyes. Either she told her how he praised her, then how he said that he would go abroad, then how he asked where they would live this summer, then how he asked her about Boris.
- But this, this... has never happened to me! - she said. “Only I’m scared in front of him, I’m always scared in front of him, what does that mean?” That means it's real, right? Mom, are you sleeping?
“No, my soul, I’m scared myself,” answered the mother. - Go.
- I won’t sleep anyway. What nonsense is it to sleep? Mom, mom, this has never happened to me! - she said with surprise and fear at the feeling that she recognized in herself. – And could we think!...
It seemed to Natasha that even when she first saw Prince Andrey in Otradnoye, she fell in love with him. She seemed to be frightened by this strange, unexpected happiness, that the one whom she had chosen back then (she was firmly convinced of this), that the same one had now met her again, and, it seemed, was not indifferent to her. “And he had to come to St. Petersburg on purpose now that we are here. And we had to meet at this ball. It's all fate. It is clear that this is fate, that all this was leading to this. Even then, as soon as I saw him, I felt something special.”

White optimization

White hat optimization is search engine optimization (adjusting the code, text and other parameters of a website to search engine algorithms in order to increase its ranking in search results), which does not use prohibited and unfair promotion methods.

When using “white hat” promotion methods, the webmaster does not try to deceive search engines and does not violate their rules, and web pages promoted using white hat optimization are useful both for Internet users and for search engines and webmasters themselves.

White optimization includes a combination of a number of works:

1. Development of a semantic core (selection of keywords with which the site will be promoted). It is important to compose correctly semantic core, since keywords are those queries by which the user will find a site on the Internet.

2. Development of the site structure and work with its usability.

3. Technical audit of the site.

4. Optimization of the site’s html code (inclusion of keywords and descriptions in meta tags).

5. Creation of new web pages to meaningfully cover the site’s topics.

6. Optimization of site texts.

7. Compiling a robots.txt file, which makes site pages inaccessible to search robots.

White hat optimization requires a lot of labor and the results may not be seen soon, but the procedures listed above create the basis for high-quality website promotion in the future. Optimizers for the most part want to get results as quickly and easily as possible, so, as a rule, they resort to prohibited methods to increase the site’s position in search results. White optimization. 2011

Today, search engines are actively introducing new algorithms that make it much more difficult to use prohibited optimization methods, and therefore natural optimization today is becoming increasingly meaningful, although it is not the simplest method.

Gray optimization

Gray search engine optimization includes adding large quantity keywords into the text of the page, often to the detriment of human readability, for example: “Butter is oily because it contains oil-derived oil fats.” In this case, optimization consists first of selecting key queries for a specific web page, determining the size of the target “SEO text” and the required frequency of keywords in it, and then formulating sentences and phrases containing key queries a certain number of times in different cases , singular and plural, with different forms verbs. These parameters can then be adjusted based on search engine results. At the same time, the task of an SEO copywriter is to write original text in such a way that such optimization is as little noticeable as possible to the “live” reader (and in particular to the moderator search engine). It is also widely used to include key query in HTML tags title, h1, meta attribute keywords. Gray optimization. 2011

Another way is to use doorways without redirection.

Doorways - view search spam, a web page that is specifically optimized for one or more search queries for the sole purpose of ranking high in the search results for those queries. Sometimes a doorway is also called a whole website consisting of such pages.

Doorways with automatic redirection are known to be blocked by search engines. But the use of doorways that contain links to a promoted resource is not yet officially prohibited.

Gray optimization is different from black themes, that it is not officially prohibited, but its use can still be regarded as an unnatural increase in the popularity of the site. Some search engines, such as Google, may temporarily or permanently block such a site. That is, the final decision on whether promotion methods are legal or not is made by a specialist - a search engine moderator, and not by the program. Search Engine Optimization. Resource http://ru.wikipedia.org. 2011

Black optimization

Black hat optimization is search engine optimization aimed at increasing the site’s position in search results in ways that are not approved search engines. Black hat optimization. 2011

Black hat optimization methods:

1. Text spamdexing is a special technical technique based on special saturation of a web page keywords. As a rule, optimizers make such a set of keywords invisible to the user, but clearly visible to search robots using the following methods:

Invisible text (text with keywords is filled with the background color);

Adding text under pictures on the website;

The text is written in very small font.

2. Doorways - specially designed web pages, upon reaching which the user is forcibly redirected using automatic redirection or links (type of gray optimization) to landing page. At the same time, the doorway itself does not contain useful information and is of no interest to the user.

3. Redirect - a forced, not requested by the user, transition to another address or loading of another document in the current browser. That is, the user ends up on a page that he did not originally request.

4. Cloaking is a special method of hiding search spam, in which the network user is given one information in the browser, and search robot- quite another.

5. Swap - optimizing a site's web pages to achieve high positions in search results, and after achieving these positions - making significant changes up to complete replacement page content.

Yandex, Google and other search engines warn that when such methods are discovered, sanctions are imposed on sites, including complete exclusion from the search results.

Search engines have learned to detect almost all black hat methods search engine promotion. If previously redirects and doorways were a very successful way of optimization, now currently such sites are quickly removed from search results.

Methods site optimization divided into two categories: black and white. Both methods can help you rank higher in search engines.

However, if you use black hat optimization, there is a chance of getting banned by search engines, and recent events show that sites using this method will soon suffer.

What is white hat optimization?

White hat optimization is when a webmaster does not try to deceive search engines and does not violate their rules. Web pages that use white hat optimization are useful for web users, search engines, and webmasters.

What is black hat optimization?

Black hat optimization is an attempt to improve rankings in ways that search engines frown upon. These methods include cloaking, doorways, Hidden text, etc.

Google and other search engines warn that they penalize websites that use black hat optimization when they discover them.
But black methods seem to work. So why not use them?

Some types of black hat optimization can give good result. There are quite a few webmasters who have gotten their sites to rank high even though they have optimized them in ways that most search engines don't approve of.

You've probably also seen some web pages in search results that looked strange or barely related to what you were actually searching for.
So black hat optimization seems to work? But should you use it?

Almost all black hat methods will be detected by search engines sooner or later. Redirects and doorways worked well in the past, but nowadays, these methods are usually a direct road to a ban.

Although some cloaking methods continue to exist, there is a chance that Google will soon be able to find them. The same goes for purchased links. Some paid links still cannot be detected by search engines, but it is only a matter of time until new search algorithms appear.

You may be in trouble even if you used black hat optimization years ago. The problem is that things that Google can't detect now may be discovered by Google tomorrow. And Google will also be able to find out what you have done in the past.

A good example for a spam filter that also looks at things that have been done in the past is WikiScanner. WikiScanner can find manipulations that you have done before. Combine a spam scanner and a web page archive like Archive.org and you have an easy way to trace the entire history of a site.

Don't use black hat optimization techniques. As technology advances, it is likely that these methods will be discovered even if you stop using them. It's better to focus on white hat optimization.

Sites that continue to follow the rules will have an advantage in search results. In addition, there is no need to use shady techniques if you can use white hat optimization, which guarantees good results.