Seminar in Kaliningrad, abstracts

Report of the ' net advance companies with a wide range of goods or services '.

In the piecewise truncated form of this report is somewhere on the blog. The essence of grid advancement in the creation of a wide range of sites, between which the fibers of an enterprise. Actually it is for companies with multi-directional activities, or where there is a different regionalization. Because all the reports in this workshop - case studies ( real examples ), then in this case, consider the case of binding to different regions.

Known you for a number of publications in the blog tour agency started with one site, where each section was in the top of their region. However, with the introduction of new algorithms for Yandex in 2008 began a rapid decline positions. Earlier it was decided to bundle the site for three new ones - then to a purely marketing. It seemed that the user will be easier to navigate in the hotels associated with only one city or locality. It also proved to be correct guess, but the main advantage was the CEO effect. Each site with minimal occupied a high position in its segment queries. The total traffic is increased in the first half, and then three. And we know exactly what competitors are spending on a number of orders from the Internet tripled - four times as much money.

In the next step, we have introduced separate sites for each hotel, and although this step is far from complete, we know where the time to do it - dramatically turn the tide in our favor. Furthermore, one region of the traffic from individual sites gives more than the central site. Although, of course, it all depends on the popularity of the Internet some hotels, as though a high traffic but largely on the name of the object.

The report ' Quick start a new site - a basic comprehensive promotion of regional site '.

When an entrepreneur creates a website for your business, it often does not know what to do with it. In my experience, there are frequent cases when a person is considered that a site is sufficient. It is for these days is almost always wrong. In addition, there is an obvious effect of ' new site ': t. e. Primary encouraging bonus with search, and then settling in the crescent for a long period.

The optimal strategy for a small budget (and spending a large budget differs only by the number of sites ) is a complex. The first level is used as a passive - seooptimizatsiya. As an active banner. In the second stage connects the context. After 2-3 weeks (depending on the sites and their degree of inertia) banners are removed or the volume of the show is reduced to a minimum. Prior to the rise and the lack of a breakthrough in sickle audience compensated context, subsequently withdrawn and he. After 3-4 months a basic element of promotion - SEO at the moment is fixed in terms of.

Next is already working with SMO and work with the banners dedicated to the shares and events. But that is not included in the concept of ' starting '. The result is the same: rapid awareness about the existence of the site, securing the result, formation of a situation where the site is easy to find on the company name or domain. Nothing unusual, but many, and it seems to aerobatics.

The report ...

I wrote about this many times. In some cases, the budget for advertising is limited to companies. Then it is to invent ways around, throwing the emphasis on low-frequency queries. The basic strategy of working with large requests traditionally includes work with the bass, but the effort is distributed in favor of the midrange and treble, which is logical and understandable. Thus, the gradual increase in pressure on the bass can achieve high rankings for each of them spent the whole budget of less than a competitor, fighting for large queries.

Conversion of low-frequency queries is much higher. This is confirmed by objective and subjective statistics collected for a number of clients. Thus, the price to attract a customer falls. The obvious drawback of this approach is a little general traffic. Although everything is relative, too firm and the firm strife. For some people, and one order per month - oil, and someone, and 20 small. But if the increase in the budget for the promotion of a factor of 10 gives only three times as many orders, it necessarily will reflect.

An interesting alternative to the federal low-pass move is to work with contextual advertising to a large number of queries. But that is another story that goes beyond the scope of the report.

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