What is SEO

Searching for something on the Internet, you probably have already noted that the order of the search results in search engines may vary depending on which one you use. If not, search for "SEO" in several major search engines, such as google.com, yahoo.com and bing.com. The order of the results differs. Why? This is the magic of SEO.

The need for the positioning of pages appeared with the first search engines (90s of last century). Initially, search engines take into account only the keywords that appear in the header. The more, however, the network grew, the search engines’ algorithms become more difficult to manipulate.

SEO is an acronym for Search Engine Optimization. Optimization involves the use of treatments that will help to determine best position of the website in the search engines.

Currently, search engine algorithms are responsible for the order of the presented results, taking into account the hundreds of factors and they are subjected to a constant alteration.

Search engines in order to provide their users with the most valuable answers, use the system, which allow them to analyze all the information contained in the network in a instant and select those which best refer to your request.

Each search engine establish its own algorithm which is regularly modified and by which it functions. For example, Google in its algorithm recognizes more than 200 agents. And this year it plans to introduce up to 500 (!) corrections.


It should be noted that the positioning is an ongoing process that requires constant "supervising". Changes introduced by the search engines can upset the websites’ ranking upside down.


Thus, the website in order to keep its high position in the search engine must have the elements that search engine takes into consideration when setting the ranking results. These are, among others:

• words – page should contain as much keywords as possible, that is, phrases that Internet users write to the search engine. Of course the keywords should be related to the topic of the text. Text packed with keywords unrelated to the content is illegal, it can be easily detected and penalized by the search engine.

• titles – each page in the network has its own official, hidden in the code, title. Search engines pay a lot of attention to the titles. They should, to some extent summarize the content of the site.

• links to the page (their quantity and quality) – if one website recommends (linking to) the other, it means that this website provides valuable information. The more recommendations the website has, the more valuable it is from the point of view of the search engine. There is one objection – recommendations from reputable websites are more valued by the search engines.

• reputation – the more websites relies on the page, the better, according to the search engines algorithm assumptions, is it’s a quality. However, the recommendation from the website, having a strong position, is more important than from less popular one.


Websites optimizing is becoming increasingly popular marketing action. It is chosen by companies to improve sales performance. You cannot, however, require miracles. Even the best SEO specialist is not able to make the average website of objectively poor usability, poor text quality, etc. earn profits counted in millions for its owner. The website must be well prepared in order to achieve expected results thanks to positioning. It would be best if the SEO specialist participated even in the architectural design of the website.