This article is intended for study, first of all, by those who already have a small company in everyday life and have thought about the fact that it would be nice to get several clients for their business from the Internet. Perhaps this will be a useful article for those who are going to make a purely online business from scratch and with minimal investment.
In the traditional business world, there is a perception that good can only be done expensively. However, this is not quite true. You are either wasting money or time. The more time you spend on your business, the more expensive this time is, since it does not remain at all for other needs. But at the start, this is not so relevant, and for many, a well-written algorithm of simple techniques will turn out to be that springboard, after which they will be able to get enough impetus and the desire to go further, investing in the development of funds already with an understanding of what it is for. Or, on the contrary, to be disappointed and return to the usual mechanisms of work, but at the same time retaining a significant amount of funds, which otherwise would have been distributed among a number of intermediaries and performers.
Domain is the name of the site that you type in the address bar of your browser. Domains can be purchased (rented for a specific period) from registrars. A domain without hosting is just a bunch of letters and numbers.
Browser is a program for viewing sites. Most common browsers: Internet Explorer, Mozilla Firefox, Opera, Safari.
Hosting is a place on a public server where the site is physically hosted. After buying a domain, hosting is registered in its settings by specifying ns-servers for this hosting. Thus, by typing the site address you are taken to a specific hosting where this site is located. An appropriate analogy: domain is a sign, hosting is an office. The sign can be hung on another office. Offices differ from each other in quality and price.
NS-server – to make it easier to understand – this is the place on the hosting where the domain is attached to the hosting. NS-servers exchange information about attached domains with each other, so the entire network knows that a particular site is on a particular hosting. Distribution of such information from the moment of domain binding takes time, so the domain call does not immediately send to the required hosting, but after a few hours.
1) Creation of a representative office on the Internet.
To start working with users, turning them into future customers, you need to have a breakpoint for them. Representation on the Internet can be realized by the following methods:
– Website on a free platform with a free domain name. – Website on a free platform with a paid domain name. – A site on paid hosting but on a free management system with a paid domain name. – A site on paid hosting with a paid management system with a paid domain name. – Social networks: a group on a social network (Facebook / VKontakte), a community / blog account (for example, LJ).
1.1) Website on a free platform with a free domain name.
For a long time, many services offer you to create a website based on their platform. These are, for example, narod.ru, ucoz.ru (which recently bought narod.ru), h1.ru and many others. The disadvantage of these platforms is annoying advertising in the form of a floating banner above the surface of the site, which immediately gives out a cheap solution for its own representation. You can refuse a banner on the same site by transferring your website to a paid account, but why do you need this if there is a simple solution without ads!
Before we get to this solution, let’s take a look at how the creation of a site based on the platform database works.
We go through a simple registration on Yandex (the registration mechanism on other services may differ, but only slightly):
And we start creating the site:
No need to try to make a masterpiece from textbooks "HTML for dummies"… Take advantage of the visual editor mode and standard templates. Believe me, those visitors who come to your site will find this design unique enough to believe in your existence and make a call.
After a little tinkering with the constructor, we get something like this: proremarka.narod2.ru. Not the best example for starting a business, but it took me only five minutes to create a website. If I had worked with more settings, I could have gotten a better version, which looks quite decent against the background of other sites from newbies, and without ever resorting to my knowledge of a webmaster.
On other platforms, for example, on ukoz, you can choose from standard templates and get not only a website, but also a whole portal or store from ready-made modules. And you will never ask yourself a question about HTML, since you will only get by with answering the form questions in the settings sections.
Nevertheless, as a result, you get a third-level name (your_name .service_domain .domain_zone – your name is in third place after the domain zone (RU or COM)), which, together with typical and not very complex templates, as well as annoying advertising, gives site screaming out loud: "I have no money! I’m a free site!" This is not the best advertisement for your business. And here we come back to a simple solution.
It will not be possible to consider all the existing ad-free options, so we will limit ourselves to the case of registering an account on a blog platform. Somehow historically, blogs based on blog platforms are not overloaded with unnecessary advertising. Moreover, there are platforms where there is no advertising at all: for example, www.blogger.com, on the basis of which this blog exists.
To create your blog in this system, as in the case of narod.ru, you need to register an account in Google (bonus: excellent Gmail.com mail and an account on the social network G +). After registering an account, you can begin the process of creating a new blog.
When the blog has already been created, we proceed to filling it out. We fill the section "Pages" information about the company and contacts. And then we expose "Show pages as side links"…
To have a dynamic map on the site, we look for our address in Google Maps (the Maps item in your Google account), and then copy the code for the map, where your location is marked with a drop.
Paste the copied HTML code into the Contacts page, after clicking the switch in the editor "Html" and pasting our code at the very end of the page, and then switching the editor back to visual mode with the button "Create"…
On deposit "Design" you can add many additional elements to your new site that will not only decorate it, but also make it "complicated", i.e. containing many information blocks.
A little more witchcraft: removing unnecessary blocks on the tab "Design"pressing "Change" and then "Delete" in unnecessary widgets. Uncheck all the checkboxes in the message widget. We fill in the first post on the tab "Posts" and we get something like the following: proremarka.blogspot.ru. Isn’t it a corporate website? A small strip from the service sticks out at the top, but you can also remove it – if you wish.
You can go ahead and find a more colorful design for your site. To do this, you need to find sites in the search where such templates are laid out.
But while these topics are described on installation, it still takes time and a little HTML knowledge to install them. If you seriously intend to make your site more beautiful, then you should sit down to the layout tutorials before trying to do it at random.
One thing is bad: this is a third-level domain, and even with an incomprehensible name for the parent domain – blogspot.ru. To get rid of it, you will have to buy a domain.
1.2) Website on a free platform with a paid domain name.
To register a domain, we need a registrar. The domain cannot be bought forever. It is possible to rent some domains for a long term (up to 10 years), but it is impossible to keep the domain for you for life.
Domains can be rented from registrars. There are a lot of them and they are divided into large registrars and their resellers. Large ones include, for example, nic.ru, webnames.ru, reg.ru and a few more. There are many more resellers. Some resellers have full domain registration and renewal services, some offer to do everything for you, and some hide the registration service in a hosting service so that you pay more for the same. For the layman, large registrars and resellers differ only in the price and convenience of the interface. For example, one of the best options may be one of the largest resellers of the Russian Internet service 2domains.ru. Or here is a variant of a reseller that works through the naunet: gogolev.net/domains. The main difference between a reseller and a head registrar is the low price for domains. In the event that the reseller eventually ceases to operate, it will be possible to restore domain management through the head registrar and transfer it to another reseller.
Some bloggers advise registering domains with Western registrars. But I would not recommend doing this if you are not focused on working only with the western segment of the Internet: the interface is in English, support is in English, and there are fewer problems with such services than with Russian ones.
The domain registration procedure is extremely simple: registering in the service, choosing a domain and paying for it (for a year or more). But for the domain to start working as the name of your site, you need to link it to the hosting. Go back to our website at blogger.com and look at the tab "Settings – General"… There we click on "Add custom domain", then "Go to advanced settings"… Insert our domain into the http: // field and click on "setup instructions"… On the page that opens, we are looking for a row of four numbers, separated by dots. There will be four such rows – this is the Google IP of its NS – name servers.
We return to the registrar and look for the NS setting next to the domain name. For example, for me it looks something like this:
In the last column we enter our numbers, taken from the help of Google. And push "Change"… The screen, on the other hand, contains text names for Yandex’s ns servers. This can also be specified – each service has its own rules of the game.
Now we are waiting. Changing ns servers takes several hours. This is due to the so-called discrepancy of the DNS zone. Each provider has its own server, which is responsible for where the user should be sent when he enters a particular domain. All these servers update their database continuously. But it still takes a long time before all the ISP’s servers know that your domain is being addressed to the Google blog platform.
When this happens, the site will start opening by domain name. The only caveat for blogger is that the domain will work without www. This problem is solved separately – you can read about it in various articles on this topic (google for help).
Now you have an almost complete website that you created in a couple of hours and which cost you almost nothing, except for the price of domain rent. But spending 100 rubles (or so) for a year can not be taken seriously.
Briefly about choosing a domain zone. The tips vary, but the basic algorithm is extremely simple. In Russia, it is worth sticking to the RU zone. For English, bilingual and international projects, COM is worth buying. But if you are not lucky with the selection of the name in these zones, then you can take any other. So I am not at all embarrassed by the fact that my company’s website is based in INFO: remarka.info, and one of the booking sites of our travel agency is in the SU: trl.su zone – but this is a three-letter book hinting at TRaveL.su.
1.3) A site on paid hosting but on a free management system with a paid domain name.
However, not everyone is satisfied with the situation when the site is actually located in an unknown place and may be (although I have hardly heard of this) canceled without your consent. There are other technical limitations in working with such a site (you cannot link any special scripts or deeply customize the template). And although you will not come across them soon, we will nevertheless consider the option of creating a site based on paid hosting, where, in theory (if the hosting really provides all the necessary features), you can do whatever you want with your site.
Hosting is simply a place on a public server to host your website. Today, hundreds of companies offer accommodation at their facilities. The only difference is whether they place you on their own or rented facilities. But won’t it turn out that when your hoster loses interest in the business and forgets to renew the lease of its servers, you will become a hostage of such a situation?
Therefore, I advise my clients to still be hosted on the servers of companies that have their own capacities. Moreover, the competition in the segment has reduced the price of renting space for the site to the minimum figures. For example, here are the rates from the company "Masterhost" (not the most convenient control panel, but you will rarely visit it). Or a tariff for one site from the company "Infobox" (also a hemorrhoid panel, but who needs it, seriously speaking). Only from 150 to 250 rubles per month. This is practically nothing – the price of a business lunch for the opportunity for your site to lie on its own piece of a public server.
For comparison, I will give the tariffs of the medium-sized operator Megahoster. The main differences between medium-sized operators and large ones are, as a rule, a customer-oriented approach and a greater number of goodies, as well as standard control panels – they simply do not have the means to write their own. And thank God. It is impossible to remember the native panels of Masterhost and Infobox without shuddering – half of the questions have to be solved through the support. The disadvantages of small hosters, of course, include problems with local loads, when your site falls down from a fast influx. It will fall on a large one, of course, but a small hoster simply has nowhere to redistribute such a load – you will simply be disconnected and that’s it. And of course, small hosters prefer to work through electronic cash, which means that you will not write off anything for expenses. Not everything is so simple and every operator is first of all a person. I now prefer to use small operators than to wade through the support of a large operator in the hope of getting the desired service for a reasonable price. So experience decides everything here. I am sure that starting with one operator, you will subsequently change hosting more than once before settling on one for a long time. Take this philosophically.
Want to ask me which hosting control panel is hemorrhoid-free? One of the standard ones. For example, I like the Direct Admin panel. But there are also more advanced and powerful systems (eg ISP, cPanel) that allow you to do almost anything with your host. Another thing is, do you need it? In most cases, working with hosting within the framework of hosting one site is registration, payment of the tariff, obtaining passwords for FTP and that’s it. Further, you use only the option of extending the hosting lease, without delving into the details of setting up your host.
Here you can read reviews about some of the hosting services used by the webmaster of my club.
I have bought the hosting, what should I do next? Next, you need to get an NS server from the hosting to change them at the registrar. Some website owners make the mistake of buying a domain from a hosting provider. Should not be doing that! Hosting may change, and it will be difficult to pick up a domain. Hemorrhoid Champion – hosting from RBC, where you need to renew the minimum hosting plan in order for them to renew the domain.
When you add your domain to the hosting control panel, it usually immediately prompts you which NS will need to be registered with the registrar. But this is not always the case. It happens that you need to look for ns-servers in the FAQ or ask the support. Don’t be discouraged. If you do not understand what to do to make the domain appear on your hosting, look for the link "Support" and write to them about your desire.
So you recognized ns-servers and registered them at the registrar. And in a few hours your domain will work and become available from the Internet. So, it’s time to make a real site out of the domain.
Here we move on to a quick overview of free engines (engine = content management system = CMS). There are quite a few free content management systems, but those that many webmasters work with and have a developed infrastructure (themes (including free ones), modules (including online stores), help in hundreds of blogs and forums, inexpensive installation and support services) – a little. Offhand, these include: WordPress, Joomla !, Drupal. Often I still come across sites based on ModX, but I have never seen anything like this for newbies to make sites on the basis of this system.
Undoubtedly, the simplest system among those mentioned is WordPress or WP for short.
Oddly enough, most people start working with WP in Russia from the system’s native site. And it would be necessary to look for a localized version, one of the best among which is the version of Cactus. But you can also use the basic version.
Installing WordPress is pretty straightforward: there are plenty of detailed tutorials. Therefore, we will limit ourselves only to the algorithm itself: – download the distribution kit, – download it packed (if your hosting supports unpacking zip archives) or unpacked into the public_html folder (or its analogue – http_docs, for example) of your hosting, – unpack the archive, – set permissions to write to the folders and files specified in the installation manual, – create a database for your future site in the hosting panel, – run the installation file, – specify the data for the first launch, – enter the admin panel and configure the modules.
Hard? For a beginner, yes. However, if you have basic knowledge of working with hosting, you can easily cope with the listed volume of actions. The purpose of this manual is not to gain such knowledge. I can only advise you to better read the installation guide, and also take care of learning the basic techniques of working with hosting. This is at least half of the knowledge required to create your own site not on a blog platform. This will help even those who work with livestock sites and people to put together more complex projects. Otherwise, you have a direct road to freelancing. Installation of sites based on WordPress costs from 50 to 300 dollars, depending on the degree of customization. However, try doing it yourself first. All my students cope with this task.
Examples of sites based on wordpress, created almost on the knee: lbvf.ru, ninetta.ru. Note – the main disadvantage of such sites is the blogging system for distributing materials. In this case, you need to either skillfully select a theme (there are many of them), or use the services of freelancers: a theme from scratch or customization of a ready-made theme costs from $ 200. But, probably, you can negotiate for less money.
You can buy a ready-made theme for uploading to the site on special sites at a price of $ 70. Agree – this is a big savings for the case when you are asked for a similar site from $ 500 in a web studio. One of the leaders among such sites is templatemonster.com – I myself am their regular customer, as an adherent of the Western style in design (not all clients like this style, by the way).
How to install a new theme on the site? Usually, when buying or downloading a theme, instructions are attached to it. However, it is so simple that we present the entire algorithm here. First, you should unpack the theme and upload it to the / wp-content / themes folder on your hosting.
And then in the admin panel, approve it as the main one. Note that there are other themes in the folder, but only one will be used. This is how it is, our WordPress.
The screen is clickable. It is marked in red that you need to click to make the topic the main one on the site. The topic that now does not have such a main link – it is at the top.
And yet, despite the leadership of WordPress in the niche of simple corporate sites, the world does not stand still. Not so long ago, it became possible to get a ready-made website on a visual control system. To do this, we take the already mentioned TemplateMonster website and filter templates by the management system. "Moto CMS"… We get hundreds of templates at an average price of $ 100, which will still be cheaper than a full-fledged website development of this level.
Then we buy a template and receive a control system as a gift. It remains to install all this stuff on your hosting or pay extra $ 49 and get the installation by Moto CMS specialists within 24 hours. For a circle – 150-300 dollars and you get something like pro.remarka.info – I didn’t bother too much about filling the site, but this is a fairly simple task in this admin panel. There are difficulties in working with graphics – you need to prepare it in advance, as for any other site, but Photoshop is in your hands. I managed to replace the typical logo with an inscription. The site is ready, you can work and earn!
1.4) A site on paid hosting with a paid management system with a paid domain name.
Let us dwell briefly on this point. There are no cheap sites. You are either wasting your time or you are wasting your money. A paid management system rarely offers something special that the free one does not. 24/7 support? Fear God, who has used it at least once? Constant updates? Come on, you are unlikely to be able to roll them up without distorting the already finished site. Lots of ready-made modules? Tell that to those who made a website based on WordPress or Joomla! More security? Do you really believe it? First, ask yourself – who needs to break the site for your small business?
My many years of experience says that, first of all, paid management systems are an opportunity for webmasters to earn money. However, if you focus on the benefits for the future owner of the site, then paid systems are good in ready-made solutions (installed and started working, well, I replaced a couple of pictures and uploaded the catalog). When something more complicated than installation is required, then paid systems are just as helpless as free ones. Moreover, both variants begin to yield to the variants of writing from scratch with increasing complexity. But in the case of a paid system, you will get a long bill, and instead of buns, a number of ready-made solutions at the kernel level (article editor, addressing system, etc.), which you, as a user, do not even think about.
Take it easy! When you have a website for simple things, it doesn’t matter what to do it on. When the site is niche, then a paid turnkey solution will be a faster option. In the case of deep customization, most often it is worth starting from the competence of the developer, and not from the engine, since as a result, little remains of the original engine.
1.5) Social networks: a group on a social network (Facebook / VKontakte), a community / blog account (for example, LJ).
An alternative to the site can be a group or community on social networks. It is not at all necessary to create a website to start selling something or providing services. Listen to the airwaves: where is your audience. One of the businesses was born out of a community on Discount Travel LJ. Today it is a thriving travel agency with a branch network. Another nascent fitness business I watch with interest on Olga Novikova’s blog. It all started with reports from the Mediterranean coast and a video shot by friends.
There are many examples on social media as well. One of the local businessmen in Kaliningrad strongly believes in the possibilities of VKontakte and he promotes a new anti-cafe business exclusively through this social network, supporting it with previously promoted gadget groups. This anti-cafe has no website – I was looking for it. I also have examples of selling T-shirts with inscriptions and drawings. And how many groups have been created by photographers!
Make a group – ten minutes of work. Filling is already more difficult. To invite people, to get interested is an art that I know poorly. But if you can communicate better than writing lyrics. If technical terms plunge you into a stupor, but you are excellently guided by where they are active in social networks, then it is better to create a group and do not waste time and money on the site, make it later.
How to create and promote such groups and communities – I will not stop. Everything that I succeeded – happened unsystematically and almost by accident. This paragraph is more written for those who have already pumped their skills in social networks well, but for some reason thinks that only a corporate website will solve their business development problem. It is not the playground that is important, but the ability to use the instruments. I have always envied in a good way those who manage large and live groups on social networks, and not just learned how to drive traffic from there.
Now that we have a platform for working with potential clients, it’s time to think about where to get them – the very targeted and so desired ones.
2) Promotion of your site on the Internet.
There are many more promotion methods than will be described here. So we will only touch on those that are available without studying additional literature. Those. We will discard the work with doorways, but we will leave the context, even if it is not free, along with search engine promotion, which can be done independently and for almost a penny.
2.1) Promotion by contextual advertising.
The simplest method of getting live traffic today is to work with contextual advertising. First, it’s almost instant traffic. Secondly, these are users with a high degree of relevance: they are currently interested in your topic (although this is not entirely true if the majority of impressions go through the media network, not search). And thirdly, it’s really simple: turned it on and flowed.
However, you need to master a few simple tricks in order not to waste your money.
1. Limit the time your ads are shown.
You can set the display time in the main campaign settings.
Indicate the time when you are ready to receive calls. What’s more, you can even narrow your impressions by predicting when users won’t call you anyway. Those. advertising at night will most likely end up with a budget drain or view in other time zones. This is true even for 24/7 operation. People are quite conservative. This can be easily seen by how the activity of the round-the-clock phone drops, even taking into account the fact that the target audience also goes to bed. Of course, you will lose some part of the active audience, but when the budget is small, and the margin from the order is not so great, it is better to lose it than to rely on a potential order.
2. If the business is regional, limit the audience by region.
Why show Muscovites what they won’t buy, because you are selling your services in Zazhopinsk? I practically don’t know any exceptions to this rule, although I came across, for example, an example of ordering cartridges from Novosibirsk in an online store in Kaliningrad. These cases are more of a curiosity than a rule to check which is worth spending your budget on.
3. Break the keys into campaigns.
A more complex rule for implementation by a beginner, since it requires at least basic knowledge of how to collect keys. However, the classic rules of the Russian language and common sense work well here. First, you use a service like wordstat.yandex.ru to collect keys (then you start taking phrases from the statistics of your own site, then from some third-party databases of key phrases, etc.). And you don’t just need to sort out the main phrases for your business – carefully follow the right column and collect phrases that "are also looking for" your potential customers.
The screen is clickable. Do not worry that you select too many unnecessary phrases – you can turn them off later. The first rule of thumb is more than less.
Nevertheless, when you have collected several dozen phrases, then it is worth breaking them down into parts.
– Semantics breakdown option.
It consists in the fact that phrases that are close in meaning and almost the same sounding are combined into groups. The ad for such a group should preferably include the base phrase in the first line. For the occasion "website development" the first line may sound like this (one of the options):
Website development in Kaliningrad Website development from REMARKI Website development from 30,000 rubles Website development: expensive and long!
– Option to split by number of impressions.
Phrases with more impressions take them away from phrases with fewer impressions. Therefore, it often makes sense to group woofers into separate groups. Because if your ad gets a low CTR (click through rate – that is, click through rate to impressions), then you will have fewer impressions allocated to the entire campaign. If we single out low-frequency users in a separate group, then they will only compete with themselves within the company and receive more impressions. In addition, subwoofers are most often and more clickable for the same ad.
– A variant of the breakdown by CTR.
We collect statistics on clicks and then display low-clickable but targeted phrases in another campaign. As a result, the CTR of the old campaign grows – clicks get cheaper. But with the derived phrases, you get the opportunity to work separately.
Thus, the option when you hammer thousands of phrases into one campaign should be immediately recognized as of little use and ineffective. The more detailed you break down the keywords into campaigns, the more impressions for the same volume you will receive and the higher the average CTR will be than if you made just one campaign. In addition, you have the opportunity to sharpen your ad for a set of specific phrases, and not try to do it for a whole niche.
When it comes to composing an ad, we use a simple set of rules: Create an ad that is understandable and interesting. If the project is regional, then it makes sense to include the name of the city in the text – this will highlight the ad among those with a federal connotation. If there are any thresholds for the price, then it is worth marking the lower one. This will make it specific, while additions to the text like "cheap" do not tell the user anything – cheap compared to what? It almost always makes sense to put a phrase about the essence of the business. The user will only look at your ad for a few moments, not even seconds. So if he doesn’t understand what you are offering the first time, he will miss your ad.
It also makes sense to browse the top you plan to get to in order to compare your copy with that of your competitors. Everyone writes about the same. Or even different, but just how different you will be with your text will determine the click on it.
Sometimes I like to put in a little pathos and rudeness. Healthy cynicism, which is consonant with the general policy of the company, can hook a user who is used to sterile messages about promotions or goods / services.
When you work with a limited budget and do not know the technique of boosting CTR in order to get into a special placement for a penny, then you have to work well and deeply with the ad text, going through many options, since you will have to compete for the transition from 3rd to 8th place. Otherwise, you will lose an impression, which will increase your already not the highest CTR.
The logic of PPC systems is very simple: by selling clicks, they are actually selling impressions. The fewer impressions the system spends on an ad with a low click-through rate, the more impressions it can sell to other advertisers. Therefore, CPC falls for those who have good ad clicks. And it grows for those whose ads are not clicked.
However, you need to understand that ads in special placement (above natural search results), in principle, will get more clicks, since more users’ attention is paid to them. And there is a simple trick here.
Having created a campaign, we set a fairly high price instead of trying to work for a ruble / click from the start. As a result, the first clicks turn out to be quite expensive, but in case of getting into the special placement, the CTR grows simply because of this, and the cost per click begins to automatically decrease.
Of course, in competitive topics such an effect can take a long time to wait. But we’re talking about a small business. This trick works really well here. It was possible to reduce the price by an average of one and a half to two times without losing impressions. If you start with the minimum bids, you will very quickly run into the threshold for the number of impressions due to the low CTR. The screenshot shows an example of a price cut in half in less than a week.
Let’s list everything described again: we create a campaign and tag it as much as possible for ourselves – over time, the settings can be weakened. Then, as much as possible, we split into campaigns by sets of key phrases. This will allow you to split the good phrases from the bad ones in order to improve your average and save some money on it. And then we try to immediately get into the special placement in order to get the maximum CTR under the same initial conditions. It should be understood that such a trick will not work for high-frequency phrases – there your budget will burn out instantly, and you simply will not have time to get the required amount of statistics.
You now have your first flow of visitors to your site and you have started receiving calls. And if you haven’t started, then you have to look for – for what reason.
The main reason for not receiving the result was and remains the low quality of the site itself, where the transitions are made – your site. Therefore, I recommend to my independent clients not to waste the entire budget, but to gain a certain volume of visits, and then draw conclusions based on viewing statistics.
Nevertheless, it is worth continuing to work with the created campaign. So cleaning keys and editing ads should become a routine job. Keys are thrown back or transferred to other campaigns that do not bring clicks or bring them ghostly little, eating up a noticeable part of the impressions. Also, the click-through rate of the ad is constantly checked. It is worth looking here not daily statistics, but weekly or monthly statistics – they are more indicative. If your ad gives few clicks, you either made it poorly, or it simply does not meet the requests for which it is shown. This happens and often: when an ad displays for phrases that have little relevance to the advertised business. For some strange reason, some people like frequency phrases like "vacancies hotel such and such" etc. But it is clear that whoever is looking for a job will not buy the service. Such phrases should generally be discarded, or at least separated into a separate group and addressed to the target section by phrase.
So ruthlessly cleanse your campaigns and you will be happy. And when you gain enough experience, then you can tighten it even more in various specialized courses, which I will not recommend.
A side branch of the context is the placement of ads in Yandex.Market. For online stores, this is the de facto standard in Yandex. Ads in the Market also fall into natural search results along with the context, and allow you to cover many more queries than you can collect yourself through statistics systems. You can read more about placement in the Market on the official website. None of those whom we helped to get there yet said that they were not happy.
2.2) Search engine promotion.
Search engine promotion is a rather complex process based on attempts to simulate the growth of factors that affect the position of your site in natural search results. It would be possible not to touch on this topic at all, but here’s the bad luck: natural search results are clicked much more often than context, and customers from such clicks are more trusting. Therefore, this is a struggle without end and edge. While some are trying to make the search results so that they will click on the context more often, others are trying to bring it to such a form that they will more often click on their site. Believe me, no one on the other side of advertising is interested in the fact that the issue is useful, if it is not a benefit to increase money in your pocket, so that they do not say there.
Here we will look at simple cases of manipulating the SERP, or, as they say, search engine promotion. Only those options that you can master yourself and at the same time not fly under the filters of search engines.
First of all, avoid fattening key phrases on your site. And from the mention of these on business and without business. I don’t know who wrote this nonsense or when. But then it worked, and now it is a common reason for filtering a site in search.
As for the rules of internal optimization, there are a few simple instructions that can not spoil anything and bring maximum effect.
– Key phrase at the beginning of TITLE.
This is what is displayed at the top of the browser or on the page label. The so-called page title. Usually it can be changed in the admin panel, but sometimes you have to resort to more complex manipulations, since the title is automatically taken from the title of the article – then you need to ask to add the admin panel or be somehow perverted.
– Each page has its own TITLE and META DESCRIPTION (page description).
Everything is simple here. Go through the site and customize the title and description of the page. The smaller the site, the easier it is to do this.
– Add a little more to the TITLE than just a key.
This is what the user sees when they see your site in the SERP. And just "Stretch ceiling" he won’t tell him anything, but.
already gives both the region and the price information. It should be borne in mind that only about 50 characters of the title will get into the results, in the message about your site, called the snippet, and there is little chance of pushing your text into the bottom of the snippet, you will have to do everything to put the maximum meaning into these 50 characters without turning heading in the listing of key phrases.
On the screen snippets. The snippet title is taken from the TITLE, and the text below is generated automatically by searching according to its ideas about the relevance of the text on the page to the request that the user gives. However, occasionally the snippet text is taken from META DESCRIPTION.
– One page – one key phrase.
It would seem that there are so many phrases, but so few pages. But it is not so. There are not so many main phrases in the niche business, but those for which there is noticeable traffic are scanty. So even for a small site there will not be many phrases for which you will have to optimize the site pages. However, it is often the pages that are needed that are missing. For example, a recent example: there are pages for specific products, but not for the brand as a whole. You either have to create such a page or address branded requests to the main page, which is already overloaded with keys. Therefore, the best strategy is a thoughtful approach to page creation, or at least flexibility in creating new pages if some important clues are missing.
Optimizing the page includes getting the key in the title, in the title of the article, and at least once or twice in the text. You shouldn’t try to make an article more than completely consisting of keys. Better a good interesting text and a couple of mentions of the key in the text than overconsolidation, which will either cause the filter now, or six months later, when a new, more stringent algorithm is introduced.
I have a low profile with this technique for small sites. And I adhere to the idea that the best linking remains links from articles on the site to the necessary material on the same site. Links should not only be made, but should lead to what they are for – to a click. If the links are dead, then they will eventually stop working, or the effect of them will be greatly reduced.
– Complexity of the site.
Unique design. Unique texts. Unique modules on the site. Or just a lot of things and difficult. This difficulty was given to the search, but the logic itself is clear: the more complex the site, the more time and effort invested in it, which means it is conditional "more useful"… For simple sites, you can, for example, add various widgets, which in themselves will complicate the layout and overall presentation of the site. You should not turn the site into parsley, but if it is similar to others, it will be a minus.
– Social moments.
Comments on articles or, at worst, a line of consultations, a guestbook, a live forum – this is only a plus. If to the place. On the site of a tin factory, they would not be appropriate, for example.
– Georeferencing and personalization.
Phone, address, staff faces, map, documents, requisites – all this confirms your existence and counts.
– Navigation comprehensibility.
Ask your friends to find the information they need on your site, or turn on the webvisor. Do users find what they need quickly? There is one more thing – this is the one-two-three rule: purchases are made more often from the third transition within the site. And any information should be available from the third step on the site. Is it so with you? Well, at least something like this? Already good.
And it’s bad when everything you need is found immediately, unless the site consists of one page. For some reason, search doesn’t like sites where there are few internal transitions. I understand that the taxi site only needs their number, but the search suggests that they have to look at a couple more pages before dumping – only then the site is marked as interesting.
And that’s enough about the inner one. More can be found in specialized blogs, forums and books. What has been described is quite enough for 8 out of 10 cases to take the top, taking into account the work with external factors. Let’s move on to the outside. There are also many different methods for getting links, but only a few of them will be enough for you to get top / traffic for niche queries without resorting to the help of SEOs.
– "Tasty" content.
If you create content that is in itself attractive to users, then it starts to work as ranking factors. Note – not just unique content that anyone can write with some skills, but interesting and useful content. Only a few write this. Here is an example of a site with such content: handmade39.ru – they could just sell their crafts, but no, every product here has a history. I advise you to look through. The site, initially doomed to 20-30 unique users per day due to its regionality, now gathers from 200 to 500 users per day. And this is just a year of work.
– Registering in thematic directories manually and exchanging links with similar resources.
If you do this work yourself and only in niche directories, then besides laughter, it works. I didn’t believe it until I was convinced myself. Of course, such a push-button link exchange is at times subject to sanctions, but as time goes on, and the site returns to the top. For several years I have been watching a regional Internet pharmacy promoted in this way. At times it is thrown away in the search for basic phrases, but each time it returns to its rightful place from the first to the third. The simple magic of the site owner’s personal tenacity. At its peak, it had up to thirty buttons for sharing links and from various directories. Now a little more than a dozen: gedeon39.ru, look at the site’s pallet. And then check the top for phrases "online pharmacy kaliningrad" and "pharmacy kaliningrad"…
– Feedback on social networks and blogs.
The founder of Amazon.com started out in the garage and asked 300 friends and family everywhere to recommend their site. 300 is the magic number. That is how many blog profiles we have for leaving feedback about our clients. But you don’t need that much. But you can easily compensate for the lack of pseudo-real profiles by asking friends and family. Let them link to you one time or link constantly. It doesn’t cost them anything, but you get an added bonus. You should never miss the opportunity to leave a link about yourself: on the wall, in the profiles on the forums, in the signature, etc. It is even better if it is not you who leave it, but your supporters / clients / fans.
A more difficult way is to create a couple of dozen profiles on blog platforms and social networks. And communicate on their behalf, not forgetting to leave messages in your own profiles (walls, blogs). Long and dreary, but over time, the effect of such work is gaining momentum. Links and reviews from zero profiles have no value – it is worth remembering this before purchasing such services for money on exchanges.
– Guest materials.
Becoming an opinion leader is not that difficult. It is enough to write interesting articles for other people’s blogs / portals or posts on forums. Everyone needs unique content and there is always an opportunity to agree to publish such material for free or almost free of charge. As a last resort, the material will be provided with your authorship, which is assigned to your site (if the article is signed with your name, and the site is continuously linked to it, then here is the effect for you). But it’s better, of course, to ask for a direct link to the site. This will simplify and speed up the processing of the search for such articles. In the West, such promotion work is one of the main ones, but in the Runet it is used only sporadically, since it is easier to post a written article through the same Miralinks.
The main point with external promotion is that there should be statistically a lot of links. Ten regular links will not change anything, since you are unlikely to be able to agree with the website of the President of the Russian Federation to post a link to you. So this work is constant and routine, and the number of links can be measured in hundreds or even thousands.
Links should be left not only to the main page, but also to other pages of the site. Don’t try to link from one anchor (key phrase). Try to make each link look like a small story, a recommendation to other users and the author. Do not use only key phrases as the link itself. For each time with the key in the link, put two links, where the link will be a phrase like "here", "here", "take a look" etc., or website address. Links should look like a middle background, even if you put them manually or put at your request by friends and acquaintances.
Referral link examples.
In Runet, it is customary to go to exchanges to buy links, where there are many sites and webmasters who are ready to place your link on their site. By refusing to work with exchanges, you make the background of your site cleaner, but at the same time, you start losing to competitors in terms of the number of donors. By placing static links through exchanges such as GoGetLinks or Miralinks, you build up your link volume much slower than those who place through rental link exchanges like Sapa or, God forbid, one of the aggregators. A smart combination of all methods is the best choice here. But I am afraid that it will be difficult to master this technique without a professional. So just a few simple rules for buying links on exchanges.
– It is best if no more than 150 links are placed per month (but not much less). In competitive topics and with high traffic, the pace can be higher. – It is best if the rate of link growth is maintained. Those. in the first month there are 100 links, in the second and then 100 or more are also added. Than in the first month – 1000 links and such a mass is constantly maintained, as is usually the case in the same aggregators. – You can use aggregators if you find it difficult, in principle, to deal with the link personally. For low-frequency queries, they work more or less. Still, I don’t recommend them to anyone. Whether to work with them or not is a private matter for everyone, but I am a supporter of static links. Better less and longer, but consistently. – Do not neglect any opportunities to leave links. These are direct links through exchanges, and indirect ones on social networks, and encrypted links on Twitter. The more diverse the reference, the lower the fluctuations in positions from update to update and the easier it is to make some plans for the future. – Links by themselves do not give much effect if they appear in isolation from the work with the site. Do not forget to post new articles and already promote them in social networks and on forums, for example.
And let’s dwell a little on the search for link donors in the exchanges. Again, a few simple rules.
– To place a static link, it is worth making it a rule to manually check the future site: the best site will be a visited and active site, close in topic, where there are live comments. – To place a rental link, you should take links no cheaper than 7 rubles, coinciding in subject matter (if possible), with PR (TCI can be ignored), having no more than 3 links per page, in the index in both search engines. If few links are bought, then you can view all sites by hand and exclude using the static link method.
I will not describe in detail the process of buying links. If you can do without it, you better do. If not, then you can easily find many guides, including on the exchange website itself.
The main thing: do not get carried away with search engine promotion as a process. This is harmful to the site. Do this work as part of something bigger. And success will come. First of all, build on the usefulness and usability of the site itself. So that even those few visitors receive the service they need. What’s the point of hundreds of visits if they don’t turn into orders? Look for the reasons for the low conversions on the site, not the opportunities and budget for new links. This strategy will pay off over time.
And the second important tip: search engine optimization is not fast work. Please be patient! The first results appear quickly, but then they fail (ends "newbie bonus") and you have to start all over again. On average, it takes from 6 to 24 months until your site stops shaking significantly in search results. In particular, that is why the promotion work should be started as soon as the site appeared.
2.3) Social promotion.
Another important traffic and order-generating opportunity can be the social promotion of your resource and yourself. This is working with forums, and with social networks, and with a blog, and in general on the image of your company and yourself as its representative.
– Working with the forum.
Correct work with professional and regional forums can generate a steady flow of orders. All you need to do this is register and start chatting. It is worth remembering that only professionals are asked to order. In order to prove yourself to such people, it is necessary either to create useful topics, or to argue reasonably in others. Both strategies are successful. You shouldn’t create an advertising topic right away. Please be patient and have experience of communication on the chosen forum. Give some useful advice, recommend yourself as a specialist. It might be worth doing multiple services per review, or inviting someone to test your skills (depending on what you offer).
Most of the customers from the forum are silent. Therefore, your communication should be calculated on the fact that it will be read even after the focus of the dispute has cooled down. Write for everyone, even if you answer to a specific person: understandably, chewing to the core. Reread your post before publishing. Do not forget to put the details in your profile to contact you. Do not forget to add, where appropriate, invitations to contact a person to clarify your answer to someone’s question.
When the first PM letters appear, you can think about your advertising topic. All forums have their own rules for their placement, so it is better to ask the administrator what you will be for such a topic (not all forums welcome ads). And only then create it. But after adding such a topic, wait for the sea of criticism and manage to balance them with the reviews of your supporters. People are always ready to share bad news, but to leave the good one should not be lazy to ask.
Over time, you will learn how to extract dozens of referrals per day and new customers from any forum. When I set myself such a task, I received two new clients a month only from the regional forum. In 100% of cases, they were silent people who wrote to me in a personal. And I have not created a single advertising topic. But he never missed an opportunity to create useful topics and advise on all issues in which he considered himself competent.
– Working with social networks.
A profile or a group is your platform, where you can leave a huge amount of information about yourself. Together with attracting targeted visitors to the group and constant updating, this can bring benefits and effects in the form of traffic and orders. Although group promotion is not my profile, there are still a few simple rules to follow.
– The group must be constantly updated. Alternate news with pictures. Those who follow you see these changes, and this is how you remind of yourself. Better, of course, targeted news, but you can’t save enough of it for every day. – New users to the group and profile can be attracted through the so-called "recommendations"when the network itself tells you who you can invite. True, you can’t invite more than 50 people a day, and if you do it too often, you can even lose your registration and get banned. – One of the most common ways to attract is advertising in promoted groups (the so-called public). You publish your news for money or place a banner, and transitions from this news or banner increase the number of users of your group. – Attracting users through the internal advertising of the network itself by newcomers without experience is usually ineffective and ends up draining the budget or simply not rolling even the budget that is. – Conducting competitions to join a group can be a very effective tool. – Better 300 target group members than 3000 spun. You should not chase the number, although it is clear that new users will be more willing to join a group with a large number of members. But a natural set without markups is still preferable if you can do only with them. – People on social networks live inside the network and are extremely reluctant to leave it. Work to ensure that services are provided immediately within the network. An unnecessary transition will reduce the effectiveness of the group. Focus not on traffic, but on orders and calls. – Effective work with social networks takes a lot of time. So it is best suited for those who already live there.
– Working with a blog, with microblogging.
A blog can be an extremely effective tool, but it still isn’t for everyone. You need to write to a blog regularly and in an interesting way, and this is available only to a few. If you do not have this author’s fuse, then you can partially compensate for the work with the blog by working with microblogging (twitter, instagram, forsquare, facebook-wall, vkontakt-wall, etc.). In any case, it is the content that you throw in that allows you to interest users and create a loyal audience, which will give you orders or serve as the second front for spreading information about the services and goods offered.
The main motive for social promotion: you are ready to be publicly active in the name of your business. It can be consultations on the forum, and popular articles, like those of Viti Karpenko, and your own forum, like many partner programs. It is important that you become a public figure with a name. Are you ready for this? Most are not ready. So much the better for you.
2.4) Banner promotion.
Briefly about this method of attracting traffic. Optimal for quickly finding clients for regional projects. Look for the city portal with the maximum traffic and arrange for the placement of banners for a month (for the test). Search ensures active demand, and banners allow you to attract, among other things, consumers with deferred demand, who are 80-to-20 according to Pareto. Do not miss this opportunity if you have a budget.
In some cases, it is possible to agree on the placement of banners for exchange or barter. Sometimes your banner will be placed even free of charge to take a place or to meet you. The main thing is that it will be seen and, possibly, clicked.
As for working with teaser networks, the efficiency per thousand impressions is much lower there and is more suitable for federal projects. There are specialists who know how to extract traffic from teasers, but somehow I didn’t manage to get a good conversion from such traffic, which is why I think that such traffic is more suitable for traffic surge than for receiving orders in commercial niches. The banner should not just hang, it should be shown where your target audience is. It is worth remembering this always. Sometimes a banner on a low-traffic but targeted site is more beneficial than placing it on a general portal that is visited.
For reference links to teaser networks.
Don’t try to cover all promotion methods at once. You just don’t have enough time and money. I advise my independent clients to start with one thing. Usually the plan looks like this:
1st month: Contextual advertising, website registration in catalogs, primary link exchange (friends, colleagues, acquaintances). 2nd month: We get from the context a list of keys that are most clickable for your ads. We begin to optimize landing pages for these keys. Then we direct traffic for those keywords to the redesigned pages, not the home page. At the same time, we take these keys for work on search engine promotion. We expand the list of keys due to statistics and deeper work with key bases. 3rd month: We breathe a little more freely after active work on search engine and internal optimization and activate profiles on forums and social networks. Now you can spend an hour or two a day on professional and near-professional communication. Don’t forget the routine work of context and search. 4th month: If the traffic to the site from the search has stagnated, we begin to think about banner promotion to attract new users. Or about strengthening the work with social networks. In fact, by this time it will already be clear what is needed and what is more effective. 5th month and beyond – here work begins to be routine for an hour or three a day. If there are no results, then you are among those 20% who need a specialist.
And do not read too deeply into the advice of experts. If only because they usually give an answer to some very specific situation, and not to the problem as a whole. And the solution of one issue cannot become a paradigm for promotion as a whole. Here, in the best possible way, is the section of the Yandex search license about how to make sites better. This is too much generalization, since it is not completely clear which sites are better and which ones are worse. But the given tips are quite enough to solve the main tasks of promotion, but if this does not give an effect, then you need to analyze each point in more detail or contact those who understand this better, i.e. to optimizers. However, as I wrote above, 8 out of 10 can do without the help of specialists, thereby saving from 30 to 50% of the allocated budget for the creation and promotion of a corporate website.
3) Working with conversions.
Now you have a site, there is traffic directed to it. It remains to figure out the conversions in order to maximize the effect of working from your site for each ruble invested.
Without delving deeply into the processes of how the user should work with your site to achieve the best effect, here are a few simple tips.
1. Put a separate city phone number on the site. Today it is not difficult at all when any mobile operator provides such a service. It does not matter whether it is a separate handset or only forwarding. It is by the activity of this number that you will understand how successful your actions were.
2. The phone number on the site must be visible on any page. Usually it is placed in a hat for convenience.
3. If you expect a specific action from the user, then the site should lead him to him. If the main thing is registration, then you need the registration button to be accessible from each page, and promise part of the information / opportunities after registration. If the main thing is a call, then your texts on the site should advise the user to make a call to further solve his problem. Moreover, the phone can be brought right after this advice, if the text occupies more than one screen: after scrolling down, the phone in the header will not be visible. Etc.
4. More opportunities for contact. You shouldn’t go over it, but if you use Skype, then why not install it, so as not to miss those who save on calls. Don’t just get hung up on the phone and the address. And don’t put dead contacts, such as chat forms, if you are not ready to respond in chat almost instantly.
5. Realism of the company and persons. A site with only an email for contact will raise many questions about the existence of such a company in reality. Whereas the publication of an address, phone number, map, details will give the user a sense of reality and inspire confidence.
6. Work one-two-three. Few people immediately order from the main page. It is better to build a chain: get interested (bright brief information or banner) – explain (selling article) – offer (order form) than trying to drive users to the order form without explanation, expecting that who needs it – he will read it himself. Many articles have been written about the psychology of this behavior, I just give a short summary.
7. Comprehensibility and conciseness. Check yourself on other sites – what kind of texts led to your purchase of something? Long and muddy articles will never make you want to buy, but high-quality reviews will. Separate paragraphs with a blank line, write sentences of no more than seven words. It is not so difficult. Just copy the best ones.
8. Slightly better than competitors. Look at your fellow workers and take the best. Sometimes such attention makes it clear that you are not getting a call, because your price is higher, and there are no other advantages. And then it is better to sacrifice the price on time or find the very qualities that give a mark-up than to hysteria about the lack of calls.
9. Hippos do not fly. I am not against innovative techniques, but you should not recklessly try to implement them to the detriment of proven and working methods. All these newfangled fake whistles can look beautiful and promise a lot, but in fact give almost nothing. For example, viral advertising evokes more positive emotions among advertising professionals than increases the amount of money in your wallet. Nice, but still wasting time, counting only on her, hindsight. Sometimes it makes more sense to increase the pressure on proven techniques than to look for something new. Conduct a simple test on a hippopotamus: if you are not trying to make it fly, then most likely a new technique can be tried. If the technique looks strange in relation to your business, I would refuse to implement it.
10. Employee as a user. Have you ever tried ordering something through your website? Try it. It is worth understanding that your site will not be used by specialists, but by ordinary people. And if you yourself are uncomfortable, how uncomfortable it will be for them!
If you have read to this line, then this topic has aroused your interest and this material will be useful in your work. Of course, it is impossible to cover all aspects of creating and promoting a site, but the vectors are set, and it is much easier to get additional knowledge, knowing what exactly needs to be done.
The work of extracting clients from the network is not as difficult as it might seem from the outside. You just have to start. Most of the actions, both for creating a website and for promoting it, require little money and are quite simple for a layman to master. Of course, your project may find itself in a niche where more knowledge and experience is needed. But even in this case, you will come to this not from scratch, but understanding why and how your funds will be spent.
So success in finding clients on the Internet! And may the force be with you!
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