White methods and ways to promote the site
They are called white in contrast to the gray and black, using illegal techniques SEO promotion. In other words, they are quite legal ways to promote the site, based on knowledge of the individual components of the ranking algorithm:
- Working to ensure that your site has unique content, that it is updated, and not periodically, but on a regular basis.
- Exchange of links with other authoritative resources with similar content (a very time-consuming and routine process, characterized by a high percentage of refusal to exchange links – who wants to refer to little-known site with the risk of getting a partner, which may then use illegal methods to promote the site).
- The registration of your site in directories (preferably – trusted, that is located in the top of the category), as well as marking on the maps – a fairly effective method of building up legal reference mass.
- The usability of the site – a factor that is taken into account by search engines on an equal basis with others. To do this, there are tools that track behavioral characteristics (such as time spent on the page, performing certain actions, etc.).
- Good results are obtained by organizing your own mailing list – an increase in traffic, although small, but of high quality.
- Search engines will appreciate your site if the well-known review services will be posted positive comments about your resource.
- Modern methods of website promotion are the use of social networks, as each repost mentioning your resource is a small plus for the search engine. For this purpose, it is enough to put the buttons of the main social networks on the site.
- The newest way to promote your site, which has excellent efficiency – links from popular video channels.
Of course, white promotion methods are considered the most time-consuming, but the results are stable. Note that each of the above methods can be paid or free.
Gray methods to promote the site in search engines
This is a cross between legal and prohibited methods of promotion. In other words, their use is not explicitly prohibited, but not recommended, and in case of detection of active use of gray methods your site may be subject to penalties.
Black ways to promote sites on the Internet
Approximately 7-15 years ago, black optimizers felt very free to create thousands of sites with questionable quality content and using automated means for placing external links to their resource (spamming guest books, forums, etc.). Such sites very quickly built up link mass, rapidly climbed in search results, and just as quickly fell into the ban. But for the short time during which they were kept in the top, managed to get a powerful influx of solvent traffic.
So, let’s list the main methods of black promotion sites:
- The use of invisible text (very small size or font color, matching the color of the background). This is done in order to covertly put a large array of key phrases, which otherwise would be perceived by visitors as outright spam and nonsense. For conspiracy purposes, such concealment is not performed directly, but with the use of sophisticated scripts, but search engines have learned how to effectively detect them and send the site to a lifetime ban.
- Cloaking – using software code that gives the search engine one content (quite legal, fluffy and white), and visitors – a completely different, saturated with ads and other marketing gizmos.
- Creating dorwebs. Previously, in the top of Google there were up to 90% of such sites, which were created with the help of special programs generating text gibberish with a large number of key phrases. Then such sites were spammed with resources allowing to leave links, and when due to such aggressive link building such dorway got to the top, it redirected the user to the main site with a normal content by means of redirects. Today, this type of site has sunk into oblivion, as search engines have learned to identify them both by content and by the presence of a redirect.
- Search engine spam – putting an abnormal number of key phrases in the text, to the detriment of readability. There is a recommended frequency of their use, which should not be exceeded in order not to be banned.
- The use of so-called linkers, i.e. services and programs for automatic exchange of articles/links.
- Mail spam is a mailing of advertisements to thousands or millions of addresses collected by special programs or simply purchased.