SEO optimization

Surely everyone has heard the term SEO /Search Engine Optimization/. But even if you are not familiar with the details, you know perfectly well that there are Internet search engines like Google, Bing, Yandex and others that compile lists of sites in response to given keywords (for example, "accommodation for rent", "delivery of food ", " hotels by the sea ", etc./. However, some sites come out on top in the search engine, and some can be found only after scrolling through five or ten pages. It is the ascent of the site in the search engine or SEO Optimization that serves for your site to appear in the first places in the search engines. It is considered good positioning if you appear on the first page in the search engine. On the next pages after the first of the search engine results, users rarely go, so it is strategically important search engine positioning.

The distribution of clicks in the top 10 results on the first page in search engines clearly shows that the better you position yourself, the more clicks you will have.

The graph above shows that the first position receives almost 1/3 of all clicks.

This changes when there are ads before organic search results. With ads, the number of clicks is almost halved.

In general, SEO is a set of measures to increase the position of a site in the search results on pre-set keywords and / or criteria.

There are basically two types of SEO optimization - on-site and off-site.

  • On-Site optimization refers to the optimization of your site. This mainly includes several things - site loading speed (under different conditions - mobile data, Wi-Fi and wired connection), enrichment of all site content and creation of new content
  • Off-site optimization - this is done away from your website. This primary is earning links to your site from other reliable sites called backlinks

Why SEO optimization

  • In the beginning of 2000s

    While in the recent past the Internet was used mainly for searching for information, today the situation has changed radically. The constant increase of Internet users, the introduction of new technologies / communication with a target group through an Internet site, Internet payment systems, the possibility of online orders, etc./ and many other factors have turned the global network into a powerful marketing tool and a place for realization of sale of goods and services. For example, the boom in e-shops definitely shows that the skillful use of Internet technology brings significant income to site owners.

  • Exceptional efficiency

    SEO Optimization can be effective in virtually all areas of business, the potential audience of which is looking for certain goods or services. Statistics show that the number of Internet users is growing rapidly. In addition, these users are particularly attractive to businesses which are potential customers. Think of only one thing - every day thousands of people look for the goods or services you offer, and find those of your competitors. And only due to the fact that your competitors are better positioned in search results.

  • A real necessity

    Why is it necessary for the site to be in the first places in the search engines? There are several reasons. On the one hand, the place of the site in the Internet search engine can be compared with the prestige of the different areas of the city. Usually, the first impression of the company the client receives before visiting it, getting acquainted with its address and location, and nowadays first through the company's website. The companies located in the "city" arouse confidence, as well as the most visited sites are those in the top 10 of the search engine. 91.5% of users will pay attention to sites located in the top ten positions / first page of the search engine /. If the search engine rank your site on the second page or further back, less than 9% of visitors will be able to keep their nerves from reaching your site. Undoubtedly, SEO optimization is a very effective way to attract customers, but under one very important condition - it should be done by professionals and with best practices in the long run. And not only because the incompetent optimization can lead to sanctions for the site, but also because achieving the best result is a joint process of compiling a list of tasks to climb in the search engine and choosing a comprehensive implementation strategy of a good SEO campaign.

Changes to the Google search algorithm


New system for ranking sites by key parameters. Some of most important parameters.

  • Well-arranged content will rank better
  • Better semantic understanding of the individual parts of a web page

3 updates in the algorithm in three waves during 2020. The changes apply to the 200-500 parameters on which sites are ranked. Here even more weight is given to the content of the pages of the site.


Significant update of the Google search engine for recent years. Better understanding of search queries. This change affected both the search rankings and featured snippets from the sites, the so-called meta description, which search engines show below the link to the website.


Google Chrome requires the use of an https secure connection for all websites. If your website does not have SSL certificate, Chrome will display a message stating that the site is "Not Secure".

Google recommends the use of addresses with non-Latin words, for Bulgaria in Cyrillic. This improves the geographical targeting of the site and its ranking.


Update on annoying pop-ups, low quality content, difficult to browse and misleading sites. In addition, other small updates for sites with little or very short content. All of these updates have affected many sites differently.


The second update for mobile devices - Google’s first mobile-friendly update. With the predominance of the use of mobile devices over desktop computers, Google actually has a different algorithm for its mobile search engine.


The update for mobile devices, the results for mobile devices differ from those for desktop computers. Sites that are easier to use on mobile devices with adaptive/responsive design are positioned significantly better.

Another update same year through a machine learning algorithm to process the results, to provide the best possible results.


This update gives greater priority to local results for a given country, so that when searching, for example, the local McDonald's restaurant chain will come out. In addition, again the algorithm has been changed to display sites with high quality content.


A new change in the search engine, which makes an in-depth analysis of links to a site. Hummingbird update, which was a huge change in order to return more accurate results.


Google is starting to change the positioning of sites depending on a user's physical address or IP address. So if you are in Plovdiv and looking for restaurants, restaurants from Burgas will not appear in the results.

Several updates (Panda, Penguin, Venice, etc.) to Google's search engine algorithm are being made this year. These updates are aimed at removing aggressive spam content such as the accumulation of many keywords and unnatural links. It also positions sites that have recent changes better. Changing the algorithm of low-quality keyword domains in the name, which significantly changes the positioning of sites with keywords in its domain.


Panda, an update that added additional quality checks to the content of the sites and changed how the results were positioned. This update affected many sites that relied on bad practices for quick positioning in the first places.


Google does not use the keywords meta tag in web ranking any more.


Whereupon Google checks the quality of the links to a website. Many links from low quality spam sites and site positioning drops significantly.


The Florida update, with which Google clears the results that use spam tactics.