You have probably heard of website search promotion. Even if you are not familiar with this term, you know that there are search engines (Yandex, Google, Rambler, and others) that provide users with lists of websites in response to their queries (for example, “apartment rental,” “lunch delivery to the office,” or “Moscow region hotels”). Some websites appear in top positions in the search engine, while others can only be found by scrolling through several pages.
It is precisely search promotion (or, as it is also called, website search optimization) that serves to ensure that your website ranks better, i.e., in the TOP. To speak more scientifically, website search optimization (website promotion, website marketing, SEO – Search Engine Optimization) is a set of measures aimed at improving the website's position in search engine results for pre-selected queries.
Why does your company need SEO optimization?
If in the recent past the internet was primarily used for information search, today the situation has changed significantly. The constant increase in the number of internet users, new technologies (communication with the target audience through the website, online payment systems, the ability to order online, etc.), and many other factors have turned the internet into both a powerful marketing tool and a sales platform simultaneously. For example, the boom in online stores clearly indicates that skillfully used internet technologies bring stable profits to website owners.
Internet promotion can be effective for ALL companies whose potential audience is searching for similar goods or services online. According to statistics, the number of internet users grows every year; today, more than a third of Russians use the internet. Moreover, this audience is very attractive for businesses, as it has high purchasing power. Think about it: thousands, possibly tens and hundreds of thousands of people are searching for your products every day, but they find competitors' products instead! And all because more agile competitors have already occupied the best positions in search engine results. You can also take these “places in the sun” – to do this, you need to start website search optimization.
Why is it necessary for a website to be in the top positions in search engines?
There are several reasons for this. First, top positions in search engines can be compared to prestigious areas of a city. Usually, a client gets their first impression of a company even before visiting it, by learning where it is located. The more prestigious the area, the more trust the client has, and consequently, the higher the chance that they will choose you. The stereotype works: if a company is located in the very center of the city, then this company is thriving. Similarly, this stereotype applies to SEO promotion. Websites that are in the TOP are usually the most respected websites.
Secondly, a good location attracts a much larger number of visitors. Websites that are in the top ten positions (TOP-10, i.e., the first page of results) will attract the attention of more than 95 (!) percent of users. If a search engine displays a company's website on the fourth page or further, then less than 2 percent of users will have the patience to scroll to that page.
Therefore, the higher the website is in the TOP, the more traffic it will receive. We recommend being in the TOP-5 search results for the most important queries.
Why is it important to choose the list of queries correctly?
Undoubtedly, search optimization is a very effective way to attract clients, but with one caveat: it must be performed by professionals. The issue here is not so much that poor optimization can lead to penalties for your website, but that the number of visitors to the site may increase while the number of buyers does not. To achieve the best results from promotion, it is necessary to determine the list of promoted queries and the promotion strategy.
Why is it harmful not to promote in search engines?
There are situations when a user has already chosen several alternatives and is inclined to contact your company and competing companies for additional information. In this case, the user searches for the websites or contacts of these organizations. In such a situation, few will open a city phone directory or call an information service to find out information. Most will look for information online. And if the website is not SEO-optimized, the user is likely to simply not find information about the company online! Today's internet user is extremely spoiled and is not used to spending much time searching. If they can't find you, they will turn to competitors, whose information will be easier and faster to find. Agree, it is very unpleasant to lose clients who were already inclined to contact you but simply could not do so.
