#7-330. Что такое СЕО. Правка

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330. Что такое СЕО. Правка

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Том: Руководство по платформе ShopnSeo

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<h1 class="h2 d-none d-md-block mt-4 mt-md-0 mb-2">18 Real-Life Analogies to Explain SEO to Anyone</h1>
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<div class="categories mb-2"><a href="https://moz.com/blog/category/seo-basics">SEO Basics</a>&nbsp;|&nbsp;<a href="https://moz.com/blog/category/technical-seo">Technical SEO</a></div>
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<p><small class="d-block text-light-gray">The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.</small></p>
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<p>SEO can feel overwhelming when you're just starting, especially technical SEO. There's a lot of jargon, and even when you're motivated to learn, it&rsquo;s hard to understand how everything fits together.</p>
<p>When I joined Salience Search Marketing as a technical SEO executive in 2023, I didn't have a technical background. To help me learn, I visualized analogies to understand complex SEO concepts. It became my way of making sense of the work and, eventually, a way to explain it to others.&nbsp;</p>
<p>Whether you're new to SEO, teaching it, or need better ways to explain it, these analogies can help. From broken-down buses to Mona Lisa debates, here are the comparisons that helped me understand technical SEO as a beginner.</p>
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<h2 id="think-of-websites-like-houses" class="page-section-title h2 col">Think of websites like houses</h2>
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<p>Looking at code for the first time can be a little daunting, but the more I got into my role, the more I learnt to see the logic and structure behind the code. Code became clearer when I started thinking about websites like houses.</p>
<h3>1.HTML is the foundation</h3>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/1-HTML-is-the-foundation.jpg?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967754&amp;s=11c69e71a24bb13600ce5116b3eb5b8a" alt="Couple looking at design plans for the foundation of a house, representing HTML as the structural foundation of websites." width="1024" height="1024" loading="lazy"></div>
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<p>I imagine&nbsp;<a href="https://moz.com/blog/the-elements-of-an-html-link" target="_blank" rel="noopener noreferrer">HTML&nbsp;</a>as the bricks and structure that hold everything together. Without it, there&rsquo;s no website, just like there&rsquo;s no house without walls.</p>
<h3>2. CSS is the design&nbsp;</h3>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/2-CSS-is-the-design.png?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967758&amp;s=d3724b2eeaf38b100fd27db5d92e3c31" alt="Interior design mockup showing how CSS styles the appearance of a room, similar to how it styles HTML elements." width="1024" height="1024" loading="lazy"></div>
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<p><a href="https://moz.com/blog/google-css-javascript-hidden-text" target="_blank" rel="noopener noreferrer">CSS</a>&nbsp;is the paint,&nbsp; wallpaper, and layout that make the house pretty. You can have the same house structure but decorate each room differently, just like you can style HTML elements in endless ways.</p>
<p>Basic CSS is simpler to read than HTML. E.g., the below CSS:</p>
<pre><code class="language-plaintext">body { background-colour: blue; }
h1 { color: yellow; text-align: center; } </code></pre>
<p>Is as simple as:</p>
<ul>
<li>coloring the webpage (styling the &lsquo;body&rsquo; HTML tag)</li>
<li>coloring and centering a header (styling the &lsquo;h1&rsquo; HTML tag)</li>
</ul>
<p>PS: Check out the&nbsp;<a href="https://info.cern.ch/hypertext/WWW/TheProject.html" target="_blank" rel="noopener noreferrer">first-ever website</a>&nbsp;to see what websites look like without styling.</p>
<h3>3. JavaScript adds functionality</h3>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/3-JavaScript-adds-functionality.png?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967766&amp;s=03d35207965641604470bb8a6de97d77" alt="Smart home automation system with various connected devices, illustrating how JavaScript adds functionality to websites." width="1024" height="1024" loading="lazy"></div>
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<p><a href="https://moz.com/blog/audit-javascript-seo" target="_blank" rel="noopener noreferrer">JavaScript</a>&nbsp;adds functionality, but too much can slow things down. I think of it like a smart house filled with tech&ndash;voice assistants, automated locks, and motion lights. Great when it works, but frustrating when it fails.</p>
<p>Websites that rely too heavily on JavaScript are slower to load,&nbsp;<a href="https://moz.com/blog/crawl-budget" target="_blank" rel="noopener noreferrer">harder for bots to crawl</a>, and more prone to errors. A simpler setup often performs better.</p>
<h3>4. CMS and frameworks are like IKEA furniture</h3>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/4-CMS-and-frameworks-are-like-IKEA-furniture.png?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967771&amp;s=1e5798b6413e031d6a5eb4f24c8fd57f" alt="IKEA furniture assembly illustration showing components and instructions, representing how CMS and frameworks provide website building blocks." width="1280" height="720" loading="lazy"></div>
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<p>Instead of building everything from scratch, you get the parts, tools, and instructions. You still need to assemble it correctly, but the hard work is already done. Platforms like Wix or Shopify make it easier to build a functional site without writing code.</p>
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<p>These behind-the-scenes systems help search engines find, understand, and navigate your website. When I started learning about them, I found it easier to think in real-world terms, like public transport, maps, and road rules.</p>
<h3>5. Server response codes are like bus journeys</h3>
<p>When I first learned about&nbsp;<a href="https://moz.com/learn/seo/http-status-codes" target="_blank" rel="noopener noreferrer">response codes</a>, I imagined public buses.&nbsp;</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/5-Server-response-codes-are-like-bus-journeys.jpg?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967775&amp;s=c1e834cd119f6d64f633dedfa36fc575" alt="Blue and yellow double decker bus with &quot;200 OK&quot; displayed on it, representing successful server response codes." width="738" height="591" loading="lazy">
<p class="caption">Photo credit: Alex Harford</p>
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<li><strong>200 OK:&nbsp;</strong>The bus arrives and gets you where you need to go. The page loads without a problem.</li>
<li><a href="https://moz.com/blog/can-you-reverse-a-301-redirect" target="_blank" rel="noopener noreferrer"><strong>301 Moved Permanently</strong></a><strong>:&nbsp;</strong>The bus route has changed, but you still reach your destination. The URL redirects to a new one.</li>
<li><strong>302 Found:&nbsp;</strong>Like a temporary detour. You still get there, but the route will change back later.</li>
<li><strong>403 Forbidden:</strong>&nbsp;You have a bus ticket, but it&rsquo;s invalid. You&rsquo;re denied access to the URL.</li>
<li><strong>404 Not Found:&nbsp;</strong>The bus doesn&rsquo;t show up. The URL no longer exists.</li>
<li><strong>410 Gone:&nbsp;</strong>The bus route is gone for good. The content at this URL has been removed permanently.</li>
<li><strong>500 Internal Server Error:&nbsp;</strong>The bus broke down. Something went wrong on the server.</li>
<li><strong>503 Service Unavailable:</strong>&nbsp;The bus is full or under maintenance. The server is too busy or offline.</li>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/6-500-Internal-Server-Error.-If-this-bus-is-a-website.jpg?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967778&amp;s=2bd88a0c382542426ef8ce837973c0c5" alt="Damaged bus with &quot;INTERNAL SERVER ERROR&quot; and the number &quot;500&quot; showing how server errors prevent website access." width="738" height="527" loading="lazy">
<p class="caption">500 Internal Server Error. If this bus is a website, you can&rsquo;t get on. Photo credit: Alex Harford</p>
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<h3>6. Internal links are like city connections</h3>
<p>Think of your website like a city. The home page is the central hub, like London. From there, you need roads, trains, or ferries to reach other areas.&nbsp;<a href="https://moz.com/learn/seo/internal-link" target="_blank" rel="noopener noreferrer">Internal links</a>&nbsp;work the same way by helping users and bots travel between pages.</p>
<p>Some pages are easy to reach. Others, like a remote island, are nearly impossible to find without a direct link.</p>
<h3>7. Broken links are dead ends</h3>
<p>A&nbsp;<a href="https://moz.com/help/link-explorer/link-building/troubleshooting-lost-links" target="_blank" rel="noopener noreferrer">broken link</a>&nbsp;is like hitting a dead-end street. The user (or search bot) has to backtrack, which creates frustration and erodes trust. These should always be cleaned up.</p>
<h3>8. Anchor text is a road sign</h3>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/7-Anchor-text-is-a-road-sign.jpg?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967781&amp;s=5fabb9f58ed525a7ea259ce2f03e29b3" alt="Five road signs including one for &quot;Diverted Traffic&quot; that represents redirects in website navigation." width="1814" height="1452" loading="lazy"></div>
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<p><a href="https://moz.com/learn/seo/anchor-text" target="_blank" rel="noopener noreferrer">Anchor text</a>&nbsp;is the clickable part of a link that tells you where you're going. Descriptive anchor text helps users and bots understand what&rsquo;s coming next, just like a road sign showing a location.</p>
<h3>9. XML sitemaps are to-do lists for search bots</h3>
<p><a href="https://moz.com/learn/seo/xml-sitemaps" target="_blank" rel="noopener noreferrer">Sitemaps</a>&nbsp;list all the important URLs you want search engines to crawl. I think of them like a to-do list. You don&rsquo;t want to forget anything important, so you write it down. Search engines use your sitemap to make sure they see what matters.</p>
<h3>10. Robots.txt is the door policy at a nightclub</h3>
<p>Your robots.txt file tells search engine bots what they can and can&rsquo;t access. It&rsquo;s like getting ID&rsquo;d at a nightclub. Some areas are off-limits to specific bots. But just like in real life, not every bot follows the rules.</p>
<p>Example:<a href="https://moz.com/robots.txt" target="_blank" rel="noopener noreferrer">/robots.txt</a>&nbsp;</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/8-Mozs-robots.txt-file-showing-instructions-for-search-engine-crawlers.png?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967784&amp;s=58f90842cc0919944db4bd86f916df8b" alt="Moz's robots.txt file showing instructions for search engine crawlers." width="431" height="309" loading="lazy"></div>
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<h3>11. User agents are fake IDs</h3>
<p>Every visitor, human or bot, has a user-agent that says who they are. SEOs sometimes spoof these,&nbsp;<a href="https://moz.com/blog/how-to-view-website-as-googlebot-in-chrome" target="_blank" rel="noopener noreferrer">pretending to be Googlebot</a>&nbsp;to see what the search engine sees. It&rsquo;s like using a fake ID to get into the VIP section.</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/9-Fake-ID-card-labeled-22GOOGLEBOT22-illustrating-how-user-agents-identify-visitors-to-websites.jpg?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967794&amp;s=1788023bb24adb1eabe106659e7c8a7e" alt="Fake ID card labeled &quot;GOOGLEBOT&quot; illustrating how user agents identify visitors to websites." width="1999" height="1281" loading="lazy"></div>
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<p>In Moz&rsquo;s&nbsp;<a href="https://moz.com/robots.txt" target="_blank" rel="noopener noreferrer">robots.txt</a>&nbsp;file, it blocks GPTbot:</p>
<pre><code class="language-plaintext">&lsquo;User-agent: GPTBot&rsquo; from crawling /blog/
&lsquo;Disallow: /blog/&rsquo;
&lsquo;Disallow: /learn/seo/&rsquo; </code></pre>
<p>Some bots use fake user-agent strings and ignore robots.txt, a process known as user-agent spoofing. It's like a fake ID. To hide their identity further, some bots have fake IP addresses and server locations.</p>
<p>I do this to spoof Googlebot in Screaming Frog SEO Spider, so the results of the crawl are more likely to be what Google sees:</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/10-Screenshot-of-Screaming-Frog-SEO-Spider-settings.png?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967797&amp;s=b84fc233fa84114de143bd02f2fa0b7e" alt="Screenshot of Screaming Frog SEO Spider settings showing &quot;Googlebot (Desktop)&quot; user-agent selection." width="1999" height="373" loading="lazy"></div>
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<p>Once I got more comfortable with the basics, I started looking at how websites load and display. These concepts were harder to grasp until I found the right metaphors.</p>
<h3>12. Responsive design is like a collapsible water bottle</h3>
<p>A responsive website adapts to different screen sizes, just like a collapsible water bottle changes shape to fit the space. It shrinks or expands without leaking or breaking.</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/11-Collapsible-water-bottle-that-changes-shape-while-maintaining-function-representing-responsive-web-design.jpg?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967802&amp;s=1cb01e8cd3c9750f1be71f79cec5a27f" alt="Collapsible water bottle that changes shape while maintaining function, representing responsive web design." width="1024" height="1024" loading="lazy"></div>
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<p>If you&rsquo;re on a desktop device, resize your browser window to see this in action. You can also emulate mobile devices using Chrome DevTools (press F12 to access).</p>
<p>If a site isn&rsquo;t responsive, it might overflow its container, similar to when&nbsp;<a href="https://moz.com/learn/seo/mobile-optimization" target="_blank" rel="noopener noreferrer">mobile content</a>&nbsp;spills off the screen or gets cut off. This hurts usability and accessibility.</p>
<h3>13. Rendering is like building your sandwich</h3>
<p>A technical&nbsp;<a href="https://moz.com/learn/seo/what-is-seo" target="_blank" rel="noopener noreferrer">SEO</a>&nbsp;needs to understand the difference between raw and rendered code, and server-side and client-side rendering.</p>
<p>Raw code is HTML and CSS as it&rsquo;s sent from the server (view-source in your browser). Rendered code is what users and bots see once a page fully loads. How it&rsquo;s built depends on where the &ldquo;sandwich&rdquo; is made.</p>
<ul>
<li><strong>Server-side rendering i</strong>s like ordering a sandwich that&rsquo;s made in the kitchen and handed to you, fully assembled. Everything&rsquo;s ready when it arrives.<br>&nbsp;</li>
<li><strong>Client-side rendering i</strong>s like watching your sandwich get made at the counter. Your browser builds the page piece by piece.</li>
</ul>
<p>Most users don&rsquo;t care how the sandwich is made as long as it arrives quickly and looks right. But for SEOs, the difference matters. Client-side rendering uses JavaScript and often causes delays or visibility issues for bots (see my third analogy about JavaScript in a house).</p>
<p>Below, the left window shows a client-side rendered product listing page (PLP) with JavaScript disabled (the server-side rendered content), and the right window shows the PLP with JavaScript enabled (the client-side-render i.e., the made sandwich):</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/12-Split-screen-comparison-of-a-product-listing-page.png?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967807&amp;s=808dc77f5c56a6749532d98048242567" alt="Split-screen comparison of a product listing page with JavaScript disabled (left) versus enabled (right), showing server-side versus client-side rendering." width="738" height="690" loading="lazy"></div>
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<h2 id="website-template-pages" class="page-section-title h2 col">Website template pages</h2>
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<p>Many webpages look the same, but with different content. When I learned about templates, the analogy that helped me understand them was once again a sandwich.</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/13-Templates-are-like-sandwiches.jpg?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967813&amp;s=021cca26a71a9cdc20bfef30cdeebff6" alt="Overfilled sandwich with layers of ingredients representing how website templates organize content." width="738" height="554" loading="lazy"></div>
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<h3>14. Templates are like sandwiches</h3>
<p>Most websites use templates for consistency.&nbsp;</p>
<p>Templated pages include:&nbsp;</p>
<ul>
<li>Category pages</li>
<li>Product listing pages (PLPs)</li>
<li>Product detail pages (PDPs)</li>
<li>Articles/blog posts</li>
<li>Store locations/store pages (if applicable)</li>
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<p><strong>How do templates help when auditing a website?</strong></p>
<p>Templates follow a fixed layout, pulling content from a database. The template is the bread, and the content is the filling.</p>
<p>Templates make large sites easier to build and maintain. Once the structure is set, new pages with different content follow the same format automatically.</p>
<p>If one page using a template has a problem, chances are others do too. Like a moldy slice of bread in a loaf, the issue usually isn&rsquo;t isolated. That&rsquo;s why template issues can affect entire sections of a site.</p>
<h3>15. Sampling pages is like tasting a buffet</h3>
<p>When auditing big sites, you don&rsquo;t need to check every page. If the sandwich (template) is consistent, you can sample a few to get the full picture. Just like at a buffet, you don&rsquo;t have to eat every sandwich to know what&rsquo;s in them.</p>
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<h2 id="migrations-and-qa" class="page-section-title h2 col">Migrations and QA</h2>
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<p><a href="https://moz.com/blog/100-website-migrations" target="_blank" rel="noopener noreferrer">Website migrations</a>&nbsp;can be one of the most stressful parts of&nbsp;<a href="https://moz.com/beginners-guide-to-seo/technical-seo" target="_blank" rel="noopener noreferrer">technical SEO</a>&nbsp;if you don&rsquo;t have a plan in place. Thinking of it like a football club changing stadiums helped me understand what&rsquo;s at stake.</p>
<h3 dir="ltr">16. Website migration is like moving stadiums</h3>
<p>When Everton F.C. moved from Goodison Park to a new stadium, everything needed to be ready: new seating, season ticket redirects, and working facilities. If no one told the fans or updated the signage, chaos would have followed.</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/14-Website-migration-is-like-moving-stadiums.png?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967819&amp;s=187a02f27bdb97205cf628e4452f5916" alt="Aerial view of Goodison Park stadium (Everton F.C.'s current home), illustrating the concept of website migration." width="1920" height="932" loading="lazy">
<p class="caption">Image source: By&nbsp;<a href="https://commons.wikimedia.org/w/index.php?curid=152012088" target="_blank" rel="noopener noreferrer">Rob Farrow, CC BY-SA 2.0</a>&nbsp;</p>
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<p>A website migration works the same way. If old&nbsp;<a href="https://moz.com/learn/seo/redirection" target="_blank" rel="noopener noreferrer">URLs aren&rsquo;t redirected</a>, users and search bots can&rsquo;t find their way to the new pages. Season ticket holders are like your most important URLs; they want seats similar to where they sat in the old stadium.</p>
<h3 dir="ltr">17. Testing environments are like pre-season friendlies</h3>
<p>When the new stadium is complete, Everton will hold test events, such as pre-season friendlies, to ensure security and everything runs as expected.</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/15-Testing-environments-are-like-pre-season-friendlies.png?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967825&amp;s=318a164af4323884c38dd8388fb6e2d7" alt="Inside view of Everton Stadium representing testing environments for websites before going live." width="1280" height="720" loading="lazy">
<p class="caption">Image source: By&nbsp;<a href="https://commons.wikimedia.org/w/index.php?curid=147593590" target="_blank" rel="noopener noreferrer">Biloblue - Own work, CC BY-SA 4.0</a></p>
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<p>Websites need that too. A staging environment is your test match to fix errors, test changes, and make sure everything runs smoothly before search engines or users see the live site.</p>
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<p>When the same or similar content appears at multiple URLs, how can you tell which version is the original or preferred version?&nbsp;</p>
<p>Without&nbsp;<a href="https://moz.com/learn/seo/canonicalization" target="_blank" rel="noopener noreferrer">a canonical tag</a>, bots won&rsquo;t know either, and that&rsquo;s why I compare canonicals to the Mona Lisa.&nbsp;</p>
<h3>18. Canonical tags are like the Mona Lisa</h3>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/16-Canonical-tags-are-like-the-Mona-Lisa.png?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967828&amp;s=cabb3d986152b195293823113e4fe586" alt="The Mona Lisa painting in the Louvre, used to explain how canonical tags identify the official version of duplicate content." width="720" height="358" loading="lazy"></div>
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<p>Da Vinci painted more than one version of the Mona Lisa. While art historians debate which is the original, the painting in the Louvre is the most famous. Whether or not it&rsquo;s the original, fame has made it the &ldquo;canonical version&rdquo;.</p>
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<div><img class="d-block" src="https://moz.com/images/blog/Blog-Posts/18-Real-Life-Analogies-to-Explain-SEO-to-Anyone/17-HTML-code-showing-a-canonical-tag.jpg?auto=compress%2Cformat&amp;fit=crop&amp;dm=1748967830&amp;s=0d52a530ab5adf4ddd8a9c181c5daed2" alt="HTML code showing a canonical tag that directs search engines to the preferred version of a webpage." width="700" height="33" loading="lazy"></div>
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<p>That&rsquo;s how canonical tags work. If your website frequently links to a different version (non-canonical URL), those links can override a canonical tag and confuse search engines into treating non-canonical URLs as the originals.&nbsp;</p>
<p>However, search engines don&rsquo;t always follow the tag. If most of your&nbsp;<a href="https://moz.com/learn/seo/website-architecture-internal-links-video" target="_blank" rel="noopener noreferrer">internal links point</a>&nbsp;to a different version, they might treat that as the main one instead. It&rsquo;s like everyone linking to a copy of the painting instead of the one in the Louvre.</p>
<p>If you want Google to index the correct version, your canonical tag, internal links, and signals all need to agree on the original.</p>
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<h2 id="concluding-thoughts:-explain-technical-seo-to-anyone-using-these-real-life-analogies" class="page-section-title h2 col">Concluding thoughts: Explain technical SEO to anyone using these real-life analogies</h2>
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<p>Technical SEO can initially feel overwhelming, but connecting it to real-world examples makes it easier to understand. These analogies helped me early on, and I hope they also bring clarity to your SEO learning experience.</p>
<p>Keep exploring, stay curious, and trust that it gets easier with time.</p>
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