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The key difference between organic search results is not that clicks on them are free. It is that no one knows 100% why the 2gis.ru site is in 1st place for the query "plastic windows Yekaterinburg", and the leroymerlin.ru site is in 2nd place. That is, the formula for the site's position is unknown.

- Evgeny Letov
In the case of contextual advertising on search, the advertiser decides what position the ad will take, roughly speaking. And in the case of organic free search results, the search algorithm of Yandex, Google, Yahoo, Baidu, Seznam, ex-Rambler, ex-Mail.ru decides whether the site will be in 1st or 20th place for the user's request. That is, outside the visibility zone.

Rumors say that even Yandex employees do not know exactly why a particular site is in a certain position, and what could have influenced this.

What do search engines analyze in SEO?
No one can say with 100% certainty what factors and to what extent influence the ranking of sites in organic free search results.

Search has existed for over 25 years - Yandex officially since September 23, 1997, and Google - since September 4, 1998. And during this time, entrepreneurs, marketers, webmasters, and search engine optimizers, greedy for targeted hot users, were able to identify some components of the position formula.

- Evgeny Letov
By observing the sites found, by trial and error, by job seekers phone number data and testing hypotheses, site owners over 25+ years have been able to see patterns, some "pieces" of the search engine algorithm formula. And then identify the main ranking factors.

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Evgeny Letov,
founder of the Promo Expert agency
SEO Ranking Factors
Search engine optimization is the modernization of a company's website in order to get into the user's visibility zone after they enter a search query in the organic free search results. Otherwise known as SEO. The abbreviation stands for Search Engine Optimization.