definition: SEM (Search Engine Marketing)- a comprehensive strategy to promote the company in the search engine, which includes both contextual advertising links (AdWords), and actions, associated with the optimization of the site and its positioning (SEO). purpose seo prodvizhenie the company's visibility in the search through the higher positions on requests, related to Company Profile, not only as a result of organic (natural), but in advertising.
What for? Исследования и анализ показывает, that the average 50% website traffic (the percentage varies from industry) created by the search engines (Google has in Ukraine 80% market). Most companies, where the income level is strongly associated with the network activity, implementing actions, for positioning and advertising AdWords parallel. According to experts, this tactic is the best solution, then we can be sure, that our company will rank well in the search (of course, mandatory element of any self-respecting company is the availability of Google My Business), and consequently, we can count on a steady flow of new customers.
AdWords – факторы эффективности
AdWords is a paid advertising, It reflected not only in the search, but in all of the search network, on websites and applications associated with the search engine. Advertising in the form of commercial links.
AdWords is shown at the beginning and at the end of the first page of search results queries, associated with important phrases for the company, context can lead to more sales and attract new customers. Sponsored Links can also show on Google Play, Google Shopping and Google Maps, as well as on the sites of partners Googl.
each company, depending on your goals, herself can choose a payment system:
- CPC (determination rate for each time a user clicks on a search engine),
- Vcpm (determining rate per thousand ad impressions),
- CPA (definition of cost-per-conversion - conversion).
Advertising AdWords-the perfect way to quickly appear in the search results.Positioning is, usually, long process, take some time (usually 1-3 month - it all depends on competitiveness of phrases and used tools), the user to see on the leading places in the ranking of your own website. When AdWords, enough to configure campaign, determine rates, and you can enjoy the presence in the search. The most important element is the selection of keywords and their compliance with your needs. This can be done in three ways:
- broad match – реклама отображается по всех словах связанных с выбранной фразой
- phrase matching – это показ объявлений на запросы, containing the desired phrase,
- соответствие – показ рекламы только в случае ввода этой фразы.
The efficiency factor is defined through CTR (Click Trought Rate), ie, the ratio of clicks to impressions number. Calculated for a single word, and the whole campaign. Most often fluctuates between 0,5 and 5 percent. Advertising AdWords provides greater accuracy Messaging targentinga, you can text in a single campaign to adapt to various types of devices, which will display ads (desktops, tablets, smartphones). Thanks to this entrepreneurs can successfully reach users as a desktop, and smartphones, may increase the rate for showing ads on mobile devices.
Google also offers users the ability to track full of advertising effects.By combining your AdWords account with Google Analytics to track customer behavior, click on and go to the site until the, until realization of the intended target will be performed. With these, thus obtained, You can fix errors and optimize the text.
SEO (Search Engine Optimization) a set of actions, associated with the promotion of search engine, the purpose is not only borrowing the site in top positions in the natural search results on the phrase, related to Company Profile, but also the realization of the goals now. Currently, SEO can not be limited to entry site TOP 3 for a phrase. entrepreneurs know, which is not always ranked in the top results in an increase in sales (more and more agencies are calculated for specific sales results). Therefore, currently SEO-is more, than just positioning site.
SEO-is the most effective element of marketing online. При наличии сравнительно небольших средств, you can achieve very good results at different levels. Most often, SEO work is done to increase sales and attract new customers. A little less work in this area are used to create the company's image on the Internet.
Currently, the Google search engine on the first search results page displays the top of the up to 4 rezultatatov которые являются рекламой, acquired through AdWords, далее показывает естественные результаты – результат продвижения компании в поиске, and at the end of the first page has 4 ads. The following example of a red frame are naturally.
SEO requires action such as:
- site optimization
- content marketing
- link building – ссылочное продвижение.
The first step in the process of positioning is to choose keyword phrases, on which we want, to our site is clearly visible in search. Это вещь стратегическая, because even the most well thought-out SEO campaign will not bring the expected result (increase in sales and the growth of new customers), if bad pick keywords in SEO.
You should check, which requests are most often used to find when searching for goods or services required industry. В специальной панели Google вы можете проанализировать частоту задавания конкретных запросов. It is a tool that is designed for professionals who work with advertising on AdWords, but it works fine in SEO. With it, you can check the competitiveness of certain phrases. Планировщик фраз от гугла находиться тут https://adwords.google.ru/KeywordPlanner.
for example, if the phrase "tire repair" appears rarely, and such services are looking for by using the query "curing", нет смысла инвестировать в оба слова. It is better to focus on, which are increasingly used in the territory of the Internet. Secondly, should conduct an analysis of key phrases used by competitors. In most cases, you will be forced to compete for key phrases Competitors, but sometimes it happens, that a certain phrase was left out of the competition, and this greatly simplifies the task.
You must remember, that you have not only your homepage, but also individual pages of products / services, category, etc.. Наиболее часто применяемая тактика – это позиционирование главной страницы на самые важные общие фразы, and additional links to more detailed phrases, already associated with specific products or services sites. Of course, some phrases may be repeated, it means, что будут назначены для главной страницы и подстраниц.
site optimization
1. code page – яркий и понятный код-это основа. This ensures, that Googlebot correctly read all the fragments, and the site will be indexed quickly.
2. Теги title and keyword on each page. Each site must have a unique title, in which you must enclose the phrase, Related to this page. (Google's search results displays 55 characters, and it is best to limit the).
Despite, что тег key в Google имеет только вспомогательную роль, This does not mean, that should give it up. Стоит в нем заключить все фразы для каждой страницы, but one should not exaggerate with the length - optimally 200 characters. This tag can also enter the name brands, that the company or store has in stock.
2. page description (description) – каждый сайт должен иметь оригинальное описание длиной ок. 150 characters (as shown in the results of Google). The description should contain key phrases naturally inscribed in the text. This information is not just for search engines, but also for the customer. In recent years, the classic description is replaced by the marketing call to action.
3. headlines (H1, H2, H3) – это ценная подсказка для робота-индексатора, because of this he will know, what part of the text of the most important. Наибольшее значение имеют теги H1 and H2 (can be used, if necessary, they are more, H1 - H6). However, do not use the lower header, when we do not use higher. To position it has the greatest value H1 (Although Google allows the use of multiple H1, experts point, that the best solution is its dual-use online). The first should contain the logo and company name, and other short text.
4. content – размещенные на сайте тексты должны быть оптимизированы под поисковые системы. However, it should be remembered, that artificial texts with many repetitions of the key phrases have long gone (today undesirable, not just for search engines, but users). At present, the client must be in the spotlight. Of course, в таких вкладках как About company , or Sentence он должен найти естественно вписанные ключевые слова. However, do not overdo it with the number of repetitions. If we are talking about the length of marketing texts, it should not exceed 3000 characters. Besides, published texts must be totally original. May not be copied, even fragments of texts competitors. Any plagiarism will be detected quickly, in this case, a wide range of punishment, by lowering the position to the temporary removal of the page from the index.
5. A photo - Images, photos and videos should be an integral part of any company. Video is currently the hottest content on the network, as it is appreciated and algorithms of search engines. all materials, audio-visual, should not only be signed, but also marked with the code, so that will be displayed in Google's image search.
6. Blog – это в настоящее время лучшее место на сайте для публикации материалам. Google's algorithm "likes" to feed the users regularly with new material, to satisfy his hunger in this area, every company should have a blog (often as an additional page) and there to show content related not only to the activities of the company, but also the entire industry. The optimal length of submitted articles is there 5000 characters.
7. design – визуальный аспект страницы не менее важен, than technical. Not only for users, but also for search engines. The site should look good, be attractive at first sight. The effect of "wow!"Will help us to reduce the bounce rate, that Google takes into account when determining the position in the ranking. Besides, each company, who thinks about the success of the network, should remember, что важна адаптация с точки зрения графика и содержания ширины и разрешения экрана устройства, which displays the site. Since changing the algorithm from 21 April 2015 of the year, Sites that have a responsive design are given priority in the search results.
8. site Map – каждая страница должна иметь свою схему созданную с помощью инструментов schema.org. Based on it, the page will be indexed.
9. Internal Linking Structure – должна иметь прочную связь с поисковыми машинами и пользователем. Внутренние ссылки это тропинки которые ведут через весь ваш сайт, allow the search engine spiders and users to easily walk through the entire site. Грамотно расставленные ссылки увеличивают время пребывания пользователя на сайте.
Construction of the database (link building)
According to Google, all references, leading to the site, It is a kind of recommendation. The more of this kind of links, the better for your site, and more specifically, for its position in search rankings. It is only necessary to keep in mind, hyperlinks should acquire in accordance with the guidelines of search engines. Currently it not permitted to directly buy links. Наиболее распространенным методом их получения – публикация статей.
For the position of a site in search of the most important are links:
- featured on the pages of websites are very popular
- coming from different IP-addresses,
- leading portals, thematically related to the profile of the company
- with foreign sites associated with the area of operation of your business (It allowed an average 20% hyperlinks from websites in foreign languages),
- of the texts in which the links are closed for search engines
Construction of references, this process should be conducted continuously. Только таким образом можно гарантировать порталу стабильность высоких позиций в долгосрочной перспективе.
Conclusion
SEM-a comprehensive strategy to promote the company in the search engines. It is worth remembering, that in order, to increase the company's visibility in the search engine, it is worth thinking about how the positioning of the corporate website, and design, context, sponsored links. can say, that all actions with respect to each other complement themselves.