Even a novice business owner probably heard that you can promote a web resource on the Internet with the help of. Perhaps right now you thought to yourself: “Yeah, swam, we know. The effect is zero, but too expensive. " The talk that only SEO can be better than SEO has been going on for a long time. But not all of them are true. In this article, you will learn why and how contextual advertising in Yandex.Direct affects the search engine promotion of a site.
Probably, when dinosaurs-optimizers were still pacing the virtual earth, and the search engines perfectly "ate" over-spammed texts and accepted purchased links with a bang, the stereotype arose and strengthened that website promotion in "Direct" is an unreasonable excess for the spoiled. But the development of Yandex today makes it possible to radically revise this hypothesis.
How Yandex.Direct affects promotion
Pumping your brand... It is natural that if your ad is shown after the introduction by users search queries, your company or brand is more likely to be seen. Moreover, your offer can literally, but quite unobtrusively, "pursue" visitors, no matter what sites from the YAN they make their forays. All this a priori guarantees a large audience coverage and provides opportunities for increasing brand awareness. Sooner or later, many will want to know more about who you are and what you do.
Growth of vital (brand) traffic.Website promotion through "Direct»Directly contributes to the growth of its position in the SERP. Due to the fact that your ad with the brand name is scrolling, the corresponding queries begin to form. And traffic is growing on them. To make the effect more obvious, play with the situation in the text of your ad. For example, invite a visitor to find your company's website through Yandex to take part in a prize draw.
Improving behavioral motives. It was Yandex's system of behavioral factors that made it possible to put an end to the old ideas about the influence of Direct on CEOs. To pump behavioral factors audience, the site needs traffic. And it is quite possible to get it from contextual advertising. The effect will be, but only if the resource itself is convenient for use and is able to delay the user. Otherwise, you can achieve the opposite result, which will greatly complicate reaching the top.
Expansion of the semantic core. Even if you enable impressions for additional phrases targeted at the minimum budget in the Direct settings, you can get huge opportunities for expansion semantic core... Of course, there will be a lot of "rubbish" in such phrases. But often they are the ones who lead the owners to the idea of expanding the product matrix / list of services offered, which allows them to cover even more interests and satisfy even more audience needs.
Actual confirmations
For clarity, here are a couple of examples from Metrics. But first, some theoretical information about internet statistics. Yandex.Metrica sorts incoming traffic according to several criteria, including:
- direct calls,
- transitions from search engines,
- transitions from social networks,
- ad clicks,
- clicks on links from third-party resources,
- internal transitions,
- transitions from saved pages,
- transitions that the system could not detect.
To begin with, consider a site where SEO optimization is absent even in its infancy. The state of traffic to the company's resource looks like this (see fig.). As you can see, the attendance at the site is weak. Few visitors come from search engines, and those that do take place do not exceed the number of visits from other sources.
Now the situation is different: a site with stable traffic. Please note that search traffic is much higher than other types of visits and has a pronounced growing character. By the way, this is an online store, and optimization has not been applied to it. And these results were achieved due to:
- using unique and useful content,
- creating competent navigation on the resource,
- a strategically correct business area chosen by the company (growing product or service trend),
- connection of contextual advertising.
But how could website promotion through Yandex Direct affect this? Indeed, the share of the context of the resource itself is very insignificant. You will see the answer below. If we leave only advertising and search traffic in the next graph, then the pattern is clearly visible.
The first increase in traffic was due to an increase in the volume of contextual advertising. After that, they took it and turned it off, but the site continued to grow, and then the traffic falls again. What does the context have to do with it? And despite the fact that at first there was no activity on the web resource, no one knew about it.
The more sophisticated algorithms of search engines and a decrease in their loyalty to the link mass led to the demand for other ranking factors, namely behavioral and social ones. In other words, a direct consequence of low site traffic is its poor ranking in the search results. And back. The more visitors, the more:
- internal transitions to resource pages,
- depth of views,
- opportunities for better promotion.
It should be noted that if the setting and selection keywords carried out with high quality, the number of refusals on the site is decreasing. And this is already a key point in ranking. It happens like this. When creating a large narrowly targeted semantic core for contextual advertising, users find exactly the resource that gives them the answer to the question they are looking for.
If you use indistinct, monosyllabic keywords (for example, "concrete", "brick", "tile"), it is not clear what the person is looking for. Either information about the characteristics and application technologies, or where to buy this product, or even some kind of underground music group that allowed itself to be called in such a strange way. The result is that such ad campaigns give very low conversion rates and a large number of bounces on the site.
And if a potential buyer finds what he is looking for, and moves on the site further, and does not run away from it in the first 15 seconds, search engines receive a clear signal that yes - this resource is really of interest to users, which means that deserves to be raised higher. By and large, it is not so important where to get traffic from. The main thing is that it is as targeted as possible. The same is true for contextual advertising, and if this condition is met, the success of the promotion campaign is guaranteed.
Let's go back to the first graph again and see. Here you can see a jump in the links on the resource. Such activity is perceived by search engines as a signal that something interesting is happening here. And a second ad campaign that followed just further reinforced this trend.
So what: SEO or context?
If you have read this article carefully, then the answer should be obvious to you. Both. Contextual advertising has an undoubted effect on the promotion of a resource, for which complex and competent optimization is already being used. There are a few caveats to consider here. First, in order to promote a site in Yandex.Direct, it is necessary that the advertiser's resource meets certain system criteria:
- focus on the Russian-speaking audience;
- 100+ unique visitors per day;
- check in account on the Yandex.Webmaster service;
- use of Narod.ru hosting services (optional, but desirable).
Secondly, you should always calculate the financial model. If you do not plan your budget and do not assess all the opportunities and risks, you can get very carried away with contextual advertising and take your business at a loss. Third, don't rely entirely on the harmonious interaction of SEO and context. It is necessary to use other possible channels for attracting potential customers to the site.
How to place Yandex.Direct advertisements
Search engine marketing involves the ability to choose one of several formats for placing advertising materials. Before promoting through Direct, you need to conduct search engine optimization, web audit and analytical research. You can get down to business on your own or involve specialists who can:
- analyze the activities of competitors directly in the YD,
- create a clear marketing strategy plan,
- make the appropriate settings for the YAN parameters,
- design and develop landing pages,
- carry out ongoing monitoring of the promotion process,
- generate detailed reports on a monthly basis,
- if necessary, promptly make adjustments to the promotion plan.
After a high-quality commercial message is created with a posted link to your resource, it will be sent for moderation. If no significant mistakes were made, you will receive the HTML code to place your ad. Before doing this, it is recommended that you perform rigorous testing using techniques that identify the ad messages that are guaranteed to reduce bounce rates, attract customers, and increase conversion rates.
As you can see, promotion with the help of poison is a very promising occupation. But at the same time, this is a rather laborious process that will require not only money, but also time, as well as knowledge of a number of technical nuances and even the use of intuition.
The share of this search engine in the Russian segment of the Internet is more than 50%. Every day, the system processes millions of user requests and helps to make hundreds of thousands of transactions. Website search engine optimization in Yandex guarantees a significant share of the success of any company. Contact Demis Group, and you will receive targeted traffic to your site from the TOP-10 search results!
Features of search engine promotion of sites in Yandex
The first thing to consider when working with a search engine Yandex system, - longer indexing period compared to Google. Get ready that it will take a long time before new articles and links will be taken into account in the ranking.
When ranking Yandex pays great attention to the quality of the resources themselves. Even a well-optimized site with SEO-relevant content can be far behind the TOP-10 due to the fact that the search engine considered the information on it to be of insufficient quality. Nevertheless, traditional methods of search engine promotion remain an important component of developing a site for Yandex.
Let's consider the main factors that help to promote the site to the TOP, and indicate their features when working with the Yandex search engine.
Technical optimization and its impact on website promotion in Yandex
Identification and elimination of technical errors, adjustment correct work- one of the main stages of resource development. Incorrect actions can lead to its exclusion from the search engine index and, as a result, nullify all other promotion results. Yandex itself gives the following recommendations for technical optimization:
Minimize the use of redirects. Excessive automatic redirection will significantly complicate the process of site indexing. Use them only if you change the page addresses for technical reasons. In this case, you only need to use 301 redirects.
Configure the correct 404 response for non-existent pages. Replacing a classic 404 page with a 200 response stub page is not allowed. Such pages are perceived by the search engine as real, and it does not remove them from the index, which leads to slower indexing of useful content.
Debug and monitor the site engine. Often sites are taken out of the search engine index due to problems associated with the engines of these sites. For example, the most common mistake is the appearance a large number duplicate pages due to incorrect script settings. It is expressed in the fact that the same pages have different addresses when you go to them from different sections of the site. An abundance of duplicates leads to a decrease in the site's position or its exclusion from the index.
Develop and maintain a clear structure on the site. Each document must belong to a specific section. This will not only simplify indexing and help to promote the site in the Yandex TOP more efficiently, but will also give users the ability to easily navigate. Try to navigate through the standard HTML markup format - the For large sites with many pages, it is recommended to use a so-called sitemap. This is a special service file with information about the pages of the site. Yandex allows you to upload a sitemap via special service for webmasters - Yandex.Webmaster. Use the Robots.txt file to restrict indexing of service information, as well as duplicate pages and automatically generated pages (for example, search results) of the site. The abundance of such pages significantly reduces the rate of indexing of the main content. You can check the correctness of filling in the file using a special service. Use only static pages that do not contain a session ID. It is better if such pages include information about what is on the page (for example: www.sait.ru/katalog_tovarov). This will make it easier for users to navigate your site.
Content optimization and its impact on website promotion in Yandex
IN Lately Yandex has toughened up the fight against different types spam on pages and increased requirements for the quality of content. The main requirements for the content of the site are:
- uniqueness;
- relevance;
- usefulness to the user.
Of course, the relevance of the content still plays a big role. But nowadays it is not enough just to add keywords to the text. Even properly optimized text will not give the desired effect if users find it uninteresting.
To understand whether users find the information they need or not, a special statistics service - Yandex.Metrica - allows. This tool makes it possible to conduct a comprehensive assessment of the resource and identify the main problems based on the reaction of real visitors.
So, for example, if the bounce rate on a page is high, then this means that users do not find the expected response and the page needs to be revised. In this case, the problem may not be so much in the low quality of the content, but in the form of its presentation. Simple text, lack of illustrations and infographics can negate all the efforts of a copywriter to write interesting material.
The influence of links on promotion and new ranking factors
At the beginning of 2014, Yandex canceled the influence of the link component in a number of topics. This marked the beginning of a new era in website promotion. Now, resources related to the commercial sector are assessed against a number of additional criteria that are designed to determine the level of trust from the search engine. These factors include:
- Availability complete information about the company, including details;
- availability of full contact information;
- regularity of updating the section with news;
- availability of certificates;
- availability of shipping information and different ways payment.
This information allows you to assess the reliability of the company and not rank high sites that could potentially harm Yandex users.
Behavioral factors
Carrying out work to improve this indicator, you should first of all pay attention to usability. Yandex experts themselves say:
"The site should not only respond to the user's request, but also provide information in an accessible and easy-to-read form."
A site that is easy to use and provides information in an understandable way, users will return again and again.
Regionality and Personal Search: Turning New Trends to Benefit Promotion
With each update of the ranking algorithm, more and more attention is paid to personalizing search. In the early stages, this manifested itself in the creation of a separate issue in each region. For example, for the same query, a user from Moscow and a user from St. Petersburg saw different sites on the Yandex search page. Now this is setting the issue for each individual user based on the analysis of his preferences. Staying true to its mission - "to help people solve problems and achieve their goals in life" - Yandex tries to give each user an answer, taking into account not only his territorial position, but also his preferences and tastes. That, of course, complicates the work on the search engine promotion of sites for Yandex, but does not make it absolutely impossible. So, having thoroughly studied your target audience in the desired region (for example, in St. Petersburg), you will be able to offer it exactly what it wants, thereby making the personal search work for you!
Helpful 1
You will need
- - own site on a second-level domain;
- - access to the control panel of your own site;
- - a Yandex account for working at webmaster.yandex.ru.
Instructions
Add your site to Yandex Webmaster at webmaster.yandex.ru and verify your rights. Then go to "Site Geography - Site Region". If the region has not yet been marked, then indicate it. This should be the region in which you operate, for example Yekaterinburg. You do not want to lead, but you lead, the region in which your company's office is located. If the site is not tied to a region (for example, news), then the general region can be specified - Russia.
First, define one search query for which you will conduct optimization, so as not to get confused. Then you can repeat the whole algorithm for the next queries. Attention! You cannot come up with search queries on your own. They need to be determined based on Yandex statistics at wordstat.yandex.ru. Go to this address, indicate the region that you have registered in Step 1 and enter the intended search query. See what the statistics offer. Choose a low-frequency and selling query. Low-frequency - up to about 500 impressions per month. Selling - the request should be formulated as the thought of a user willing to pay you money, not a student writing.
Define the page of the site that will be promoted by the request selected in Step 2. The easiest way to promote home page, the harder is the page of the second level, the more difficult is the page of the third level, and so on.
You optimize the selected page - you work with the url-address. Copy the url of the page to search string Yandex - if the page is already indexed, then do not change the address. If such a page is not found, the url must be "sharpened" for the promoted search query, which was chosen in Step 2. For example, if your query is "order a site", then it is very good if the page address is zakazat-site. Why? This "tail" will be highlighted in the search results in bold that will grab the attention of users.
Optimize the selected page - work with the title. You write the promoted search query at the very beginning of the page title. It is at the very beginning, not in the middle or at the end. After it, you can add words that give the title a meaning and a selling look.
Optimize the selected page - work with meta - tags. In the site control panel, in the page editing section, write the keywords meta - tag (keywords). In this field, put the search query you are promoting. Only the request for which you are promoting the page, and not tons of unnecessary garbage in the hope of killing a bunch of birds with one stone.
In the same place as the keywords field, you will find the description field. The search engine will take what is in this field for display in search results. This happens most often. However, the search engine can take another part of the text from the page. In the description field, write a couple of selling offers that motivate the user to click on your page, and not on the competitor's page in search results... In this pair of selling offers, include the promoted search query 1-2 times.
Optimize the selected page - work with content. The text on the page should correspond to the topic of keywords. Publish quality copy. What should be the quality text? Firstly, it must be unique, secondly, it must be really interesting and useful to users, and thirdly, the text must be free of errors and typos.
Make the text easy to read. Divide it into paragraphs. The most easy-to-read paragraphs should contain 3-4 sentences. Add subheadings. In the visual editor, when adding text to the site on the toolbar, subheadings are designated "Heading 2", "Heading 3", "Heading 4". In the code, these will be h2, h3 tags. 2, 3 and 4 indicate the importance of the title in descending order. When forming a subheading, don't just make it big and bold, but assign it the "Heading 2" (3 or 4) property through the toolbar.
The text should contain visual elements of design. These are pictures, arrows, icons, etc. In the presence of visual elements, the text is perceived by the user more easily, which makes the site more authoritative for search engines.
Include multimedia in the text. These are pictures, photographs, diagrams, diagrams, graphs, videos. It is not necessary to include all of the above, but some of these should be required. Multimedia will allow the user to spend more time on the page. This is a very important behavioral factor.
Write a lot. One promoted page must contain at least 500 words. Desirable from 1000 to 1500 words. Pages with the most text get higher rankings in search engines. But don't forget about quality!
Write down key queries in the text. Key queries should be added in the first 150 words of the page text. Don't overload the page with key queries. Include each keyword in the text of the page no more than 2 times. Don't allow a lot of outbound links.
Where can I get free links? When communicating in forums and blogs, put a link to your site in the signature, as well as in the information about the user. This will be especially useful if the topic of the forum overlaps with the topic of your site. Mark your organization on Yandex and Google maps with the indication of the site address. Register in free directories, for example uralweb.ru (for the Urals). Share the link to your site in social networks... Ask a site developer to list your site in a portfolio. Ask your clients and / or partners to post a link to the site in the appropriate section of their site. Post vacancies on job search sites. Place advertisements on the offer of your goods / services on free message boards on the Internet. Place a link to the site in the signature Email... Link clicks from email will have a positive effect on website promotion.
Yandex (Yandex) is the number 1 search engine in the Russian Internet. For many years it has been holding the lead in terms of audience volume on the Russian-speaking Internet among all search engines. If you manage to raise your site to the TOP of Yandex search, you will be able to attract more high-quality traffic than from Google or any other search engines.
Yandex's ranking algorithms accurately build the search results based on the region from which the request came. This gives you an influx of targeted customers from your city. The user can always find exactly you and make a purchase. Having carried out work on SEO promotion of a site in the Yandex TOP, you will significantly increase its efficiency by attracting an interested audience.
Stages of work
1. Drawing up a promotion strategy
As part of the search engine promotion of sites in Yandex, we develop an individual strategy for each project in accordance with the goals of the customer to achieve the best result. You get:
- target audience analysis;
- study of major competitors;
- demand forecast;
- identifying ways to get the most out of your investment;
- compilation of a semantic core and clustering of queries;
- other work required.
2. Technical site optimization
We eliminate technical errors of the site for maximum indexing of the pages of your resource. You get:
- adjusting robots.txt and sitemap;
- setting up mirrors;
- elimination of site errors;
- setting up a redirect;
- checking the correctness of the 404 error;
- other work required.
3. Text optimization of the site
We create texts for your site that will be of interest to users. Our copywriters take into account the requirements of new search engine algorithms and write texts according to the principles of LSI (a method of indexing text content, in which near-topic lemmas, synonyms of keywords, and so on) have weight. You get:
- preparation of technical specifications for texts and meta tags;
- elaboration of meta tags;
- writing unique and interesting texts;
- other work required.
4. Improving usability
We make the site as user-friendly as possible so that more and more site visitors want to become your customers. You get:
- creation of convenient internal linking (linking with links internal pages site);
- optimization of page loading speed;
- selection of an easy-to-read font, text color and page background;
- other work required.
5. Development of commercial factors
Yandex takes into account the quality of presentation of goods or services on the website. Based on the analysis of competitors in the TOP 10, we determine the commercial factors that are significant for the sites of your topic in order to increase the number of conversions. You get
- adding a page with contacts;
- optimization of the directory structure;
- detailing product cards or more Full description services;
- providing information on payment and delivery;
- placement of other commercial elements on the site.
6. Mobile SEO
- We create a version of the site, adapted for any device, for better ranking in mobile search results. You get:
- creating an adaptive version of the site;
- optimization for mobile devices;
- maximum facilitation of the ordering and payment process;
- promotion mobile version site.
You will also receive
We work with additional services Yandex to provide additional traffic.
- We monitor the indexing of site pages using Yandex.Webmaster tools
This allows you to know exactly when a search robot visits the pages of your resource, which of them are indexed more often, and which - less often. Based on this information, we make adjustments to the original strategy and change the promotion methods, if necessary. - We indicate the regional affiliation of your resource using Yandex.Webmaster, Yandex.Directory and Yandex.Catalog
This increases the efficiency of regional promotion: the search engine determines the belonging of the site to a certain region / city (Moscow, Ryazan, St. Petersburg or any other) so that users from your city find your resource by entering the query they are interested in in the search line. - Improving snippets using Yandex.Catalogue, "Products and Prices" service, micro-markup
Such snippets will attract the attention of users: they contain all available extensions and additional information. - We install the Yandex.Metrica counter to assess traffic and analyze user behavior.
We collect statistics on pageview depth, bounce rate, targeted actions, popular products and other information in order to timely make changes to the technical side of the site or content and thus increase conversion.
Yandex's new algorithm is based on a neural network. He learns from examples of user requests, and selects answers based on the meaning of the text on the page. This means, in particular, that it will work much more efficiently with non-standard queries when users themselves are not sure what the name of what they want to find is.
So, you can ask a query, for example, "a movie where a blind man drove a Ferrari" - and Yandex will return "Kinopoisk" with the movie "The Smell of a Woman".
In addition, the algorithm works with pictures as well. It analyzes the content of the image and selects the necessary option based on it, and not only from the description in the tags. This completely changes the ranking, and many SEOs are worried about how the site promotion in Yandex is being transformed. We tried to understand what the changes are about.
Consequences of "Korolev"
Our experts Denis Shubenok and Mikhail Volovich told how the new algorithm will affect search engine optimization, and how now it will be possible to promote the site in Yandex.
How can a new algorithm affect SEO?
Mikhail Volovich: The edge of the new algorithm, like Palekh before, is directed in a completely different direction - in a sense, the opposite of SEO. Yandex mainly focuses on non-trivial queries for which there are no obvious relevant answers (as in the case of a movie where a blind man drove a Ferrari). And SEO deals with those queries for which there are thousands of ideal answers. Because hundreds of SEOs and webmasters on their sites created a special page for each individual request of yours, and then worked diligently to fine-tune its relevance. In this - commercial - zone, search engines solve completely different problems. There is no need to search for relevant answers, or even choose the most relevant one. Here, among hundreds of fairly relevant candidates, you need to choose the best one for some other, for example, commercial criteria.
However, "Korolev" is not an additional search module, but a change in the entire algorithm, starting from the earliest stages of the preliminary selection of candidates for ranking. Therefore, it will in one way or another affect all requests, including in the commercial zone. We will probably see some changes in the weights of commercial and text factors - although hardly global. Promotion for Yandex as a whole will not change.
Who should expect what changes?
Denis Shubenok: So far, no one knows exactly how the algorithm will affect the issuance of specific sites. It was launched two days ago, and during this time the results cannot be tracked. Especially considering that Korolev works on the basis of a neural network, which accumulates data and adjusts its work with each request. Now we have launched the collection of information on all our projects, and in about a month we will be able to write a detailed report on how the promotion in Yandex has changed, if it has changed.
As we now assume, there will be no major changes. But you can expect some redistribution of traffic towards large sites. Korolev is designed for complex, mostly low-frequency information requests, and sites that can afford to create a lot of content will benefit from its work.
Is it so important now to collect the semantic core?
Mikhail Volovich: Search engines, willingly or unwillingly, shape the Internet. In the ecosystem formed by Yandex and Google, all your competitors create an ideally relevant page for each request you are interested in. Even if Yandex's ideas about relevance after the "Queen" change dramatically, which is unlikely, competitors will not go anywhere and will quickly tweak their pages to the new ideal of relevance. You, of course, can get lucky, and for some requests your site will take off by itself. But the rest will still have to be worked on.
I am afraid that for SEO the name "Korolev" will be symbolic in a completely different way, which Yandex had in mind. After all, this is the city on Yaroslavka, which is impossible to reach without traffic jams.
Will the traffic grow due to associated queries?
Mikhail Volovich: Unlikely. But you will need to pay close attention to query clustering. One of the innovations announced by yandex is to take into account the "semantics" of other queries that go to this page.
