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Of publishers. Today many sites turn to more complex technical means in addition to the old methods. Some sites display popular search terms on the site, often even hidden so that the viewer can not see them. Why do search engines encourage SEO in ways that are legitimate? The goal of search engines is ultimately to bring search results as relevant as possible to searchers so that they do not abandon the search In favor of other search engines. In addition to the concern about users switching to other search engines, there is also a concern that users will switch to specialized applications that want useful information about everyday things such as movie times, flight times, and more. But there are limitations to the capabilities of search engines - they can not see the site as a user sees it. Examples of problems and solutions in a legitimate promotion process: Text accessible only after login - Creating a suitable description for inaccessible pages Non-reading multimedia for software (videos, pictures) - Appropriate descriptions and captions Adding omission of important words in writing; If there is not a word on the page, there is almost no chance that this page will be ranked high on search engines, even if appropriate in terms of the subject - checking the words people are searching for and matching the content to them, variety of the type of words being used. Attention and resources. Some study the subject themselves and invest in it from their time. As in other fields, you can also contact an outside company that specializes in this. These companies operate according to several models of compensation; One-time payment, one-time payment and maintenance fees (SEO is an ongoing process that requires follow-up), PPC payout and site promotion are conditional on results where the customer pays only if an improvement is achieved. For the most part, SEO companies work in a way of coordinating expectations with the customer. In other words, a preliminary market survey is conducted prior to the start of the work and a recommended strategy is presented to the customer, with pricing that represents the expected time and scope of work. Sometimes the company will recommend competing in a competitive arena, and at times the main effort will be invested in achieving control over the long tail areas - as a function of the labor budget and the effort required. Some sites may focus on their work on sites and applications built on a specific content management system such as Joomla, Drupal, etc. Web site promotion methods, whether independent Or through a professional company, consists of a number of necessary stages, as well as trial and error. The first and necessary step is to optimize the site for search engines, ie, adapting the site structure to the requirements and limitations of the search engines. For this purpose, the major search engines offer a "toolbox" with instructions and explanations that are constantly updated. In addition, the site must be adapted to various browsers for compliance with the standards, and to ensure that its content is relevant to the search term, for which the site owner wishes to appear on the results page, SERP-Search engine results page. Another step stems from the principle that the search engine Google, which says that a website is considered relevant as it has more links from other sites, similar to what is accepted in articles and reference, to them. The goal is to create inbound links, as many as possible, and qualitative, that come from sites that are themselves considered by Google to be reliable sites. Google and other engines are constantly struggling with the phenomenon of links flooding, and creating special sites, ). One method of creating such links is paid. This method is unacceptable, according to Google's managers, and it is working against them aggressively [2]. The final stage, and perhaps most important, is research, study and follow-up. Search engines change their ranking methods from time to time, and a site that is sure to be in first place for a particular keyword may fall overnight to a low place after updating the search algorithm. This research is done by the search engines themselves, who update the public on some of the changes, as well as in discussions between experts on the subject who share their experiences and conclusions in various forums and sites on the subject.