1. Modern Technologies of PR
Web tools
Nazira Kaiymova

2. Search Engine Optimization
SEO
Search Engine Optimization

4. SEO
  Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users, and these visitors can be converted into customers. SEO may target different kinds of search, including image search, local search, video search, academic search
SEO Keywords, Descriptions, and page titles are key terms that search engines use to rank & find your site.

6. SEO - Keywords
Keywords are the terms that people search for while trying to find your site. The important part about keywords is that they match the content on the desktop site. Meaning that if you are running an oil change station, you should not have keywords relating to sushi. Here are the Keywords that CNN.com uses:
CNN,CNN news,CNN.com,CNN TV,news,news online,breaking news,U.S. news,world news,weather,business,CNN money,sports,politics,law,technology, entertainment,education,travel,health,special reports,autos,developing story,news video,CNN Intl 

7. SEO - Description
Description is what shows below your title on search engines. A good description is between 130 and 170 characters and tells an accurate description of what the website is about. As an example, here is the description that DudaMobile.com uses: 
The fastest, easiest way to build a great looking mobile website in minutes. Includes hosting, site analytics, click-to-call, mobile maps and more
This description is 146 characters and accurately describes what TechMobile does as a service. 

8. SEO - Titles
The title tells users & search engines the page is about. Make sure titles are clear about what users should see on the page. This is one of the most important steps, as the title of the page is directly what shows up in search results on search engines. Also make sure not to repeat keywords over and over in titles, as this can be seen as trying to spoof results.

9. SEO for beginers
Google guide com/en/us/webmasters/docs/search-engine- optimization-starter-guide.pdf

10. Conversion
The conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.
Visitors, who did an action
Total amount of visitors
X 100%

11. Conversion Influencer factors:
Internal - website quality (usability, content, design, technical resources)
External - traffic quality (ads, not target audience)

12. Landing page

14. Split testing
A/B test

16. Google Analytics Yandex Metrix