Services - Websites - Websites promotion and advertising

Website promotion is a set of measures to ensure website traffic by targeted visitors.

​Search engine promotion (SEO)

Modern search engines provide hundreds of thousands of links to pages that incluse content more or less relevant as an answer to any search query. At the same time, 85% of the traffic falls on the top ten websites (first pages) in the search results and about 10% more - on the second. Obviously, all website owners interested in visitors want to get into this top 10, and even better - into the top 3.

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Search promotion of the website includes the following steps:

• site audit - assessment of its current state, development of measures for improvement;

• development of the semantic core - selection of search queries for which the website should be visible in the search, their clustering and breakdown into existing and future pages;

• preparation for promotion - solving technical problems, finalizing the structure, introducing micro-markup, sometimes redesign;

• regular creation and placement of optimized and simply useful thematic content - primarily text, including for meta tags;

• link promotion (link building) - mainly for Google PS.

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​Promotion in social networks (SMO, SMM)

SMO (Social Media Optimization), SMM (Social Media Marketing) - website promotion in social networks and media. This is one of the most important ways to promote.

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SMO is a set of activities that are carried out on the website so that it can attract more links and traffic from social networks. These include: placement of social media widgets, Open Graph markup, export to feeds, authorization on the website through social networks, comments, and others.

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SMM is a set of activities in media and social services that increase website awareness and form a loyal audience around it.

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SMM and SMO are closely related to each other. It is possible to deal only with SMM or only SMO, but it is more efficient to use both methods of promotion in conjunction.

Viral Marketing

​Viral marketing is one of the types of promotion (in the general case, product advertising) of a website, in which the main distributors of information are the users themselves. The epithet "viral" is due to the speed of information dissemination, which is growing exponentially.​

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The principles of viral marketing are based on the concept of "word of mouth": one user sends information with a link to a resource to several friends, each of whom - to several of his own, etc. A snowball effect occurs, bringing the result in the form of thousands, and sometimes tens of thousands of unique visitors.

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The main tool of viral marketing is the creation of interesting, unexpected, creative content that can interest the maximum number of users in such a way as to make them share information with others.

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The main way to disseminate information when promoting viral advertising is social networks. In addition, forums and popular blogs can play a role in creating the snowball effect.

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​Contextual advertising

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Contextual (contextual banner, media) advertising involves the placement of advertisements that appear on the pages of search results, search engine services and partner sites. The contextual advertising system shows advertisements only to the target audience.

User interest in the promoted page is determined by one of two basic mechanisms:

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• analyzing page content and displaying content-relevant advertisements;

• analysis of user behavior - the history of his search queries, visited sites, social media accounts, etc. (behavioral targeting).

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When placing contextual advertising, the website owner pays for ad impressions (rarely) or for clicks on it (most often). Currently, there are two main systems of contextual advertising in Runet — Yandex.Direct and Google Adwords. "Direct" provides more reach, but the cost per click in it is usually higher than in Adwords for the same queries.

Targeted advertising

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At the moment, almost all major social networks offer advertising services. Payment is made per impression or transition. The advertiser has the opportunity to select an audience for displaying ads by dozens of parameters: gender, age, region of residence, language, interests, etc. It is because of the possibility of very precise targeting that advertising was called “targeted”.

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​Content Marketing

Content marketing is a set of marketing activities based on the creation and distribution of content that is useful or interesting to the target audience. It does not promote the website or sell the product directly, but provides information about the market the company operates in, the problem the product solves, and effective ways to solve that problem. Thus, content marketing works for the popularity of the market segment as a whole and the credibility of a particular brand.

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​Integrated promotion

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Integrated promotion involves a combination of all or several of the methods described above to promote a site on the Internet.

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