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The Internet haunts us every day. There are almost no places left without it. The path of any user starts with search engines. here is a serious battle for the first place in the results of world-famous search engines.

This article is for non-technical specialists, who want to get a basic understanding of the interactions between search engines, a website, and an ad. And most importantly, it will help you to understand, what you need to check with the contractor in advance for creating a website.

Advertising and search engines

How to make money on the Internet was not clear for a long time. The answer was advertising, and its most optimal and unobtrusive option is advertising links, which are shown along with their search results. This solution was proposed by Bill Gross in 1997. Now it is now known as contextual advertising.

How does it work?

Do you think you are using search engines with great functionality… for free? In fact, you pay for them. Your payment is information about your preferences, hobbies, etc. This information is structured and stored in the data centers of the search networks. As a result, the next time you search for something in the search engine, the information is returned in the form of advertisements.

Of course, you can pay a search engine and your site will become the first on the list. But this is a very quick and short-lived solution. Funding will end and your application will once again be on the last lists.

Of course, you will have to pay in order for your site to be in demand. But you will have to pay less and the result will be more long-term if you use semantic layout.

Semantic layout and HTML

Every site that you open in a browser to display elements uses HTML. This is a programming language. It, like any language, consists of words – the smallest indivisible elements that have a semantic load. For HTML, these are tags. Some tags are called entirely like words in English (e.g. table), others have only one or more letters from a full word (p – paragraph, img – images).

The HTML language, like any other language, does not standstill. New words appear, but not all new words are used everywhere at once. When this is approved and written into the “language dictionary”, it already means that this word becomes a full-fledged part of the language*.

* The latest version of the language was approved by the W3C (World Wide Web Consortium) in 2014.

The semantic layout is the arrangement of tags (“words” of a language) in accordance with their purpose and the expected sequence of the logical hierarchy of the page.

There are lots of articles on how to use semantic layout correctly, but the logical sense should win (if it exists). If there is a tag <header>, then it should be at the very top of the page. If the tag is <nav> (navigation) – it should be used to store links to other pages. If the <article> tag is for dividing the page into blocks, etc.

But where does the search engines, which were mentioned at the very beginning? This is where parsing comes into play.

Parsing by search engines

Search engines are like beehives with hardworking bees. These bees are called “robots,” and they collect information all over the internet day by day. But if a bee flies in search of nectar across the fields, then robots are looking for special tags from which information will be selected. Semantic tags are the places where you can find useful information.

Even if the site looks great and has interesting and useful functionality, but does not have semantic tags, it runs the risk of getting lost in the vastness of the Internet forever and going unnoticed and not offered to anyone. Therefore, if you want to make a website for yourself, also check this issue with your contractors in order to increase the potential demand for the site already at the start.