Note that - in this regard laid pidvoh - advance false assumption.

a) The first page of search results - some specific place. This is not so: «Yandex» and «Rambler» produce at least half a million pages on the first day of each and they are all different! Which ones are and how we need? How to expand?

b) advance provides that to the first page - the absolute benefit. In addition, all other types of promotion and promotion immediately excluded from the discussion.

And that both - a myth. But will discuss the order.

Company - interest in the Internet

It is possible to judge, currently experiencing a marked growth of interest in online promotion of small and medium business offline. Here is a typical portrait of the client:

• a company offline
• turnover of $ 50 000-200 000 per month
• a «information» website
• No Internet Marketing
• No dedicated web-budget.

These companies are ready to promote their Internet services but do not know how to do it and how much it cost.

Reasons for interest in the Internet

If there is a growing interest in the Internet, why? There may be various reasons. For example, fashion, the implications of the Internet boom (finally dokotyvsya). And objectively internal: the high cost of print advertising and increasing number of consumers coming online. Here are the reasons as most clients:

• advertising is not working;
• significant proportion of customers began to come from the Internet;
• attract customers via the Internet cheaper.

Assumptions

To simplify further discussion will follow the suggestion of our customers.

• Need a corporate website promotion «trade» company. Thus, the purpose of the site - increase the volume of sales.
• In the manual is marketing strategy. The company knows how to sell their products in the «normal» world, and can assess the cost of marketing and his results.
• A picture of the desired audience. The company knows how and to whom it sells its products or services, and expects to find some of the audience on the Internet.
• Auditorium is where to come. Implied that the company is more or less decent working site, visible from the Internet, from the home page which is not 100% classrooms.

Why search engines?

Why need to promote and promotion through search engines?

Pluses

• The overwhelming share of traffic. Search Engines give 10% to 75% of traffic corporate sites.
• Motivated audience. Users communicate their needs in search queries.
• Explicit. The company that owns the site, just to see the site in search results (and in the cause of many illusions).

Negatives

• Slow indexing. Any changes to the site into a search engine for 1-2 months, which does not use indexing for single campaigns.
• Unstable operation. Find do not give any guarantees and unstable work: constant change process servers crash all the time change where your site in search results.
• Do not fight nakrutchykamy. Artful and crafty webmaster can overtake in search of honest, talented, but fumbling the creators of good content.
• Fighting nakrutchykamy. Developers search engine - independent commercial company and does not take into account the interests of webmasters. They may acknowledge the cheat naybeznevynnishi or made by nedoluhosti things. Also, perhaps a conscious representation of the site as nakrutchyka by cheat it from competitors. And ejection from the index for the cheat is the loss of money and damage to image.
• The problem first page. Only 13% of users looked beyond the first page of search results. The actual incidence of exposure on the procedure leads to absolute neobhruntovanosti stay in the second page.

Choice is still there. I never would have suggested such a bad promotional vehicle for their client. But no where to choose - there is no alternative to search engines.

Myths

For lack of information webmaster and customers eating myths to advance in search engine and online at all. Here are some of them.

• Need permanent audience. Indeed, in most corporate sites do not have commercials and can not be constant audience - buying a TV, I do not go to the store site daily. To the audience is only portals, media, content resources and narrow places for communication. So in typical internetivskyh projects.
• Place on the first page - a success. Indeed it is incorrect expression (see introduction).
• It's quick, cheap and effective promotion. This is misleading: it is cheap, is effective, and rapid and effective is not at all.
• There is a guaranteed method. See. above about Fatal unreliable search engine.
• All around - nakrutchyky. At least 99% of site owners have never engaged in commerce and not even able to do so.

Cheap and expensive promotion

There is huge demand for cheap promotion. There are expensive and promotion. Here are the comparative characteristics.

«Low cost promotion»

Methods

Here are the main methods used for cheap and dangerous promotion.

• Tampering with the text of the site. Certainly it is outdated attempts to deceive search engine using light gray text on light gray tlu, padding fields keyword terms «sex, porn, Linux, papers ...», creating reference pages locomotives and other meetings. Find similar tricks consider spam and best do not.
• Incoming pages (doorways). Placement of various pages on free hosting or your server with a list of keywords and changer on site (redyrektom). It is considered spam and may result in removal from the index.
• Replacement page (cloaking). Adjustment for search engine - recognition index job search engine and it does not pidsovuvannya those pages that users see. It is considered spam and severely punished (if seen).
• «Secret Methods». Normally «experts» cheap top hinted at possession of magic and secret technologies. Here is a complete analogy to section «Occult services» advertising in newspapers.

Harm from cheap promotion

• Creates illusion. Even in the apparent success (hit on the first page) cheap promotion actually creates the illusion of success, as attendance is not guaranteed, not fixed, and to draw in peak time audience rather random.
• Creates a risk to business. The use of questionable methods may throw from the index search engine, and a quick review of the problem and restore is not guaranteed by anyone, and even money on him not taking. A deletion from the index - a direct loss of money spent on the site.
• Almost a waste of money. After such a promotion is not an average sales growth or even attendance.

Search engine optimization

How this is done

That's how we do search engine optimization, directed to the cumulative increase visibility.

• Building semantic. Is based on the content of the site and its competitors, synonyms, words and close analysis of their statistics in the search engines.
• Analysis of demand and market share. Analyze statistics based on kernel requests «Yandex-direkta» and «Rambler associations».
• Correction of text and structure of the site. Semantic used for correction of texts, titles, etc., create new pages and hlavok.
• The correct annotation and registration. Based on written and recorded new annotations for Tor100, «Letter», catalogs.
• Search advertising. Requests the kernel used to create text banners to «Yandex-direkta» and «Google AdWords».
• Increase the volume of content. Kernel requests for new sections and pages.
• Incoming advertising. A special page with some content (description of goods, catalog, etc.), go with the «inside» the site, which is performing, visit the lower level. Pages targeted to low-frequency queries from semantic. These pages do not violate search engine rules and not naduryuyut visitors.

Stem requests

Conclusion semantic consists of the following steps:

• Analysis of texts by - choice of significant terms.
• Analysis of frequency queries. Statistics queries to «Yandex-direkt», «Google».
• Association analysis ( «Rambler») - addenda «close» themes.
• Analysis of satellite-words - the choice is not thematic, but often satellites keywords (verbs, pronouns, adjectives).
• Statistical analysis - abscission tail.

Evaluation of market share

Evaluation of market share can be done only very approximately, as estimation for the gravest reasons, but this is still a quantitative method. Here are the basic steps.

• Compiling the kernel.
• The total frequency of core «Yandex-direkt».
• Extrapolation to the entire Internet with coefficient 1,8-2,2.
• Comparison with the number of parishes from the search engine ( «SPYLOG» and others.)

Using semantic. Content

As folded, semantic kernel should be used wherever a text-owner of the site.

• Correction lyrics site.
• Annotations for catalogs and ratings.
• Creating new pages (glossaries, directories, articles Glaucus).
• Text search advertising banners.

Increase content

Gives the most lasting effect of increasing the content of the website (content), naturally, the better not forget the correct wording and timing that received requests from the nucleus.

Pluses

• Mass site increases its rank in search engines. Most combine search engine results pages (klasteryzuyut them), the «technical» weight increases the rank of the site.
• Many pages in many places. Your pages appear in many places - in the search results for different queries on the links, and so on. Impressions will automatically increase.
• Webmasters begin linking to your site. Good content always attracts links, reference links increase your rank, which is an important method of estimating rank site search engines.
• Cumulative effect. All vyscheperelichene as «rozihrivaye» site. Thus begins peat smolder or melt snow in spring. There is a positive feedback loop.

Negatives

• Consuming, expensive. Content recruit and long benches. But even harder to invent.
• Need experts and enthusiasts. Unfortunately, for content creation needs obsessive idea people. They need to retain and inspire.
• Long time. Cumulative effect does not work immediately - needs at least months. But then the effect is not weakened, if the site at least supported in «living» condition.

Izostatychne content rule

The more content on the site, the higher it goes.

Search advertising

Nayraschyy way to get to the first page

Obviously, the search advertising - nayvirnishyy way to get to the first page. Just because your banners, text blocks, banners ads search type «Yandex-direkt» put on the first page of search results.

Pluses

• Exact hits. Search targeting the nayvmotyvovanishu audience.
• High performance with success. If you create a good text or graphic banner, please «klikabelnist» (CTR) of 25%.
• Low cost. To try this type of advertising, just 10-20 dollars. With the success and cost of attracting a visitor will be very low.
• The speed and interactivity. Ads can be a few minutes with a credit card. Just simply change the announcement to build «klikabelnist».

Negatives

• Do not consolidate attendance. As banner ad gives a brief effect.
• Low visibility on the page. While search advertising banners are very similar to the technical message search engine, an eye of them «slide».

How to use

This effective tool we recommend the following:

• time for advertising campaigns;
• use semantic kernel;
• choose low formulation;
• headers should coincide with requests;
• adjust interactively.

Conclusions: how to get to the first page in the promotion

• You need to assess demand and make Semantic kernel.
• You must correct the lyrics, announcements and abstracts.
• You need to grow and engage in content links.
• We need patient and doing the promotion.
• Need a website from which visitors will not.