Search engine optimization, or SEO, search engine optimization, refers to methods that aim to make a specified URL appear at the top of search engines. Gaining a leading position in search results (the link to the page will be displayed first) increases the chance of getting more and more targeted visitors. Some SEO techniques are done directly on the page (on-page SEO), some off-page SEO.
The evaluation of websites is performed by a search engine, this evaluation is based on so-called signals (structure, speed, content, metadata, number of links, etc.). The individual SEO techniques do not differ much according to the search engine, but the specific strategies do. The world's most widely used search engine is Google Search, which uses a number of signals to rank sites, and one of them is PageRank. Google controls most of the market, and the influences of other search engines, such as Bing or Seznam.cz, therefore decrease over time for some target groups, and some search engines (such as AltaVista or Jyxo.cz) have even disappeared completely. The most important thing is often to optimize for Google. But there are also SEO techniques for price comparators, YouTube and any other search engines.
In addition to improving the website's position on relevant queries in search results, SEO strategies also include eliminating technical shortcomings that prevent search engines and Internet users from crawling the website.
SEO is a complex field that is constantly evolving and can be divided into technical SEO, strategic and content SEO. Another important subfield is linkbuilding.
Most SEO techniques are not original and are based on the principles of publishing an accessible and barrier-free website, so these techniques can be beneficial not only for search engine processing of pages, but also for ordinary and disabled users.
An automated technical tool that seeks to evaluate a website in terms of SEO is called seomaty or seoanalyzers. There are many of them (Seobility, Seotest, Seotester, Screaming frog, Collabim, Marketing miner). Most of the machines have basic analyzes for free, advanced analyzes (or analyzes of more websites, larger websites, etc.) are usually within paid tariffs. It is good to realize that without a deeper knowledge of SEO (and the site itself), the outputs from seomata are basically useless.