when an SEO campaign brings results

Everything on the shelves: when an SEO campaign brings results


SEO is not in vain considered one of the most effective promotion channels. Some business owners, outsourcing the task, act on the principle of "out of sight, out of mind." And they remember contractors only when the time comes for the monthly report. Unfortunately, SEO doesn't work that way. Search promotion gives results only if the advertiser and the agency act as a well-coordinated team. It becomes effective when the customer is ready to accept the recommendations of specialists, implement them on time, without breaking the deadlines.

Here are some of the most common mistakes clients make when contacting an SEO agency.  

1.Failure to meet deadlines. The customer implements the optimizer's recommendations within six months with a minimum period of one month. At the same time, the issuance of search engines often changes, and how quickly the recommendations are implemented depends on whether the site will improve or worsen its position in the top. 2. There is no perfection in the world. The client refuses to implement recommendations on the site, because he is sure that it is ideal. Unfortunately, this is often not true. 3. Unwillingness to listen to professionals. The customer does not implement the recommendations of optimizers, because he is sure that he knows better how to help the development of the site. In this case, the question remains: why spend money and time on an SEO agency?              

Case No. 1: Young sites are dear to us everywhere It is not easy for young sites to get into the list of search engine responses to a user query. For example, the TOP-10 of the “taxi service” theme includes mastodons, whose domain age varies from 3 to 10 years. In this case, the policy of search engines also interferes with taking a place in the TOP. This can be seen in the example of Yandex, which, for most popular requests, primarily issues its own services, for example, Yandex.Taxi or Yandex.Market. They are traditionally occupied by the first lines of search results and no other resource can get to them.

However, everything is not so hopeless. The task of “bringing the young taxi service website out of the dusk” of search queries seemed to us somewhat ambitious. We started with the fact that we began to gradually increase the reference mass in order for the resource to be highly ranked by search engines. Link mass is a set of all external links placed on third-party resources and leading to the site being optimized. It is an important ranking factor by search engines: the more links, the higher the positions of our “ward” can be. By the way, it is not necessary for old sites to pay attention to this factor, since the volume of their link mass is already large.

Case number 2: User requests as a product category Compliance with user requests in search engines is the “guarantee of health” of any promoted site. For example, a person writes in the search line: "buy a red bike." If there are many such requests, then this is an important signal to action for an optimizer dealing with an online bike store. In our case, it was an online store selling bricks. It was in accordance with the requests of users that the sections of the site were named: “Handmade bricks”, “Brick-like facade tiles”, “Means for cleaning bricks”. And the product names include the names of sections, for example, “Facing brick Markinsky brown 1NF” from the category “Facing brick”. In addition, commercial ranking factors were introduced for all products – indicators that characterize the reliability of an online seller: product price, payment options, delivery information, assortment, contacts. As a result, traffic to the resource increased by more than 6 times over the year of promotion.

Case #3: Quantity is not an indicator of quality Some business owners mistakenly believe that the main thing in website promotion is to rank higher in the search engine results. Actually it is not. Of course, the first position, for example, in Yandex, speaks about the status of the business, but for the optimizer it is more important to first bring visitors to the client’s website, who will later become buyers, and only then raise the resource. When a high-end kitchen interiors website approached the agency, we started by defining its target audience. It is pointless to catch up with a crowd of users on such a resource - having seen kitchens on it for 200 - 300 thousand rubles, they are unlikely to buy them. Therefore, instead of focusing on traffic, we focused on conversion, that is, we tried to turn the maximum number of site visitors into buyers. After the client began to receive orders, we started working on raising the status by using “high-frequency” and “mid-frequency” queries for this, that is, those that users most often ask during the search process. They do not give a lot of traffic, but they raise the site to the TOP. As a result, the business received both customers and status on the Internet: it is in the TOP-3 of Yandex for the main key queries.

Case number 4: Come in large numbers Previously, Moscow agencies promoted the websites of their clients, both in the capital and in other cities, if the companies had representative offices there. They simply tied the address and telephone number of the office, for example, in Samara, to the resource optimized for the Moscow TOP, and due to this they took high places in the local TOP. As a result, the regional results of search engines were filled with Moscow companies, whose budgets at this level are extremely difficult to beat. We initially went the other way. Our client, a company selling ventilation systems from Nizhny Novgorod, has representative offices in different cities. But it was important for him to promote the site in the TOP of his native region. Therefore, we acted exactly the opposite: we optimized the Internet resource first for Nizhny Novgorod, and only then for other cities, including Moscow. Already in the first 11 months of work, traffic to the client's site increased almost 12 times. And here also Yandex carried out a reform, changing the rules for georeferencing each specific site. As a result, Moscow companies can no longer use the same resource for promotion in several regions. They have to create a separate site for each city they want to get to the TOP. The changes turned out to be handy for us: the TOP of Nizhny Novgorod was cleared of capital companies, as a result of which the client received more search traffic.