However, search engines cannot keep track of every page refresh. Because of this, common errors occur: the system gives the address of the page in the search results, the user goes to this page, but does not find the desired content on it. Since the last time the search engine indexed this page, the page has changed and the old content has disappeared. 

If any content is constantly on your site, do not change the address of the page with this content.

If some content changes so often that no search engine follows it (for example, the main page on a news site), configure the web server in such a way as to completely ban search engines from indexing non-permanent elements on this page. (For advice on this issue, contact the administrator of the web server where your site is located.) 

If you enclose the text in the image, then, in addition to the problems listed above with user convenience, this will also lead to the fact that the search system will not be able to index such “ text 
. "

The site’s “availability” will also increase if many links from other sites point to this site. Such links always accumulate if the site provides the really necessary and useful content. In the end, the site becomes so famous that it doesn’t even need a search engine to find it - everyone knows its address. 

In fact, many search engines often focus on the so-called "citation index", which shows how many links from other sites lead to this resource. The more links, the earlier the site is displayed in the list of search results.

Make sure your site is listed in various resource directories and lists of links on sites on friendly topics. Invite friendly sites to exchange links. In this case, if the user has got at least one of the sites on your subject, then it is very likely that he will get to yours. 

The search engines themselves provide a good example: if the search results do not suit the user, they suggest that they also search in other systems. 

Sometimes developers use “forbidden tricks”: for example, they put a lot of text on a page that is not related to its subject, but meets popular demands. It happens that part of the page is occupied by text that is not displayed on the screen (for example, it is hidden using CSS) or displayed in white on a white background.

These are amateurish tricks that really do not contribute to the promotion of the page. On the contrary, they only scare away users who still got on this page. 

Provide the necessary, useful and interesting content, correctly mark it up and format it - this is the best way to achieve first place in the results of search engines.