January 29, 2011 at 00:05How to clog the TOP
It is clear that we are literate mega-users of the Runet, we have long known that a visitor does not get a single search on the site, and there will never be any sense in cheap and dumb optimization in terms of getting leads and sales. But ...
Often people come to our office and people come who desperately need to be the first in the TOP and precisely according to the words that they brought. And here the saddest thing begins.
I will give a few examples to make it clear what it is about:
My task is to explain to the client why he is wrong. And that he does not always need this TOP. How not needed and its customers.
To do this, I show them with examples how to throw garbage and save search engine users from garbage in the SERP before starting the site promotion.
There are few options:
By the meaning of the request, I understand what people put into it and what is contained in this issue in the SERP. Checking the keys from the given examples is very simple: we look at the search results on demand, then in wordstat.yandex.ru we look at what the users of the search engine put into this concept:
Blue indicates the popularity of the keyword in Yandex. But it turns out, still not everyone knows that this number is the sum of impressions of all key phrases containing in this case the word “furniture”.
In fact, the number of key phrases entered, for example, “upholstered furniture” will be significantly smaller. He can be recognized by such a request to Wordstat: "! Upholstered! Furniture":
As you can see, there are only 17,920 impressions per month for exact matching.
How can we calculate the potential number of visitors based on this figure?
According to statistics, the first place in the issue gives about 10% to 30% of transitions from the exact frequency. The scatter is so large due to the fact that the data is averaged and depends on the topic and type of request, as well as, in fact, on the attractiveness of the link that leads to the site in the search results.
Relatively speaking, the maximum that we can squeeze out of the word “upholstered furniture” if we are the first worldwide in Yandex is 17920x0.3 = 5376 visitors per month.
And now the most interesting thing is geo-dependency. I think everyone knows for a year that all requests for Yandex are divided into 2 groups - geo-dependent and geo-independent. For the former, the issuance differs in all regions defined in Yandex, for the latter it is the same everywhere.
In order to find out whether the request is geo-dependent or not, you can play around with the region settings in the upper right corner of the search results, or you can simply scroll down to the end and if we see the phrase “Search without the region”, we conclude that the request geo-dependent:
In our example, the query “upholstered furniture” is geo-dependent. This means that the site of the Perm manufacturer is unlikely to be highly ranked in other cities by this request.
Although there are exceptions: linking to several regions (up to 7) by correspondence with Yandex moderators (a site must be in Y. Catalog), but you need to convince them that the site is related to these regions (for example, you have representative offices there )
The second exception is weak geo-dependency. Conditional term:
By the way, I almost forgot about another parameter of the request assessment: the price of work.
So, if we have analyzed the queries on all these grounds and I manage to get my idea about what the website promotion really is, we begin to rebuild its head further, moving away from positions, numbers on the counters and other things to the most important thing - goals promotion, methods for obtaining visitors and criteria for evaluating its effectiveness.
Well, and if he didn’t understand, then he still had to shake his hands at the companies of the promoters from the age of one year and understand that you can’t get the golden mountains by paying a penny and not doing anything yourself.
About this, if the Khabrovsk citizens like this topic - in the next note.
Often people come to our office and people come who desperately need to be the first in the TOP and precisely according to the words that they brought. And here the saddest thing begins.
I will give a few examples to make it clear what it is about:
- the client is a meat factory. He wants to advance on the word “sausages” and “sausage”, without even looking at the results and without thinking that the sane person will not look for where to buy sausages on the Internet. Maximum - wants to get a recipe for homemade sausages and sausages
- another patient is a confectionery factory. He wants to break the TOP for the phrase “cookie production”. But apparently, they are not aware that they are looking for equipment to create a workshop, not a manufacturer, by this phrase.
- the third really wants to get high positions in the word “furniture”, although it produces cabinet furniture, and most people associate this word with upholstered furniture.
My task is to explain to the client why he is wrong. And that he does not always need this TOP. How not needed and its customers.
To do this, I show them with examples how to throw garbage and save search engine users from garbage in the SERP before starting the site promotion.
There are few options:
- The meaning of the request
- Possible influx of visitors
- Geo-dependency
By the meaning of the request, I understand what people put into it and what is contained in this issue in the SERP. Checking the keys from the given examples is very simple: we look at the search results on demand, then in wordstat.yandex.ru we look at what the users of the search engine put into this concept:
Blue indicates the popularity of the keyword in Yandex. But it turns out, still not everyone knows that this number is the sum of impressions of all key phrases containing in this case the word “furniture”.
In fact, the number of key phrases entered, for example, “upholstered furniture” will be significantly smaller. He can be recognized by such a request to Wordstat: "! Upholstered! Furniture":
As you can see, there are only 17,920 impressions per month for exact matching.
How can we calculate the potential number of visitors based on this figure?
According to statistics, the first place in the issue gives about 10% to 30% of transitions from the exact frequency. The scatter is so large due to the fact that the data is averaged and depends on the topic and type of request, as well as, in fact, on the attractiveness of the link that leads to the site in the search results.
Relatively speaking, the maximum that we can squeeze out of the word “upholstered furniture” if we are the first worldwide in Yandex is 17920x0.3 = 5376 visitors per month.
And now the most interesting thing is geo-dependency. I think everyone knows for a year that all requests for Yandex are divided into 2 groups - geo-dependent and geo-independent. For the former, the issuance differs in all regions defined in Yandex, for the latter it is the same everywhere.
In order to find out whether the request is geo-dependent or not, you can play around with the region settings in the upper right corner of the search results, or you can simply scroll down to the end and if we see the phrase “Search without the region”, we conclude that the request geo-dependent:
In our example, the query “upholstered furniture” is geo-dependent. This means that the site of the Perm manufacturer is unlikely to be highly ranked in other cities by this request.
Although there are exceptions: linking to several regions (up to 7) by correspondence with Yandex moderators (a site must be in Y. Catalog), but you need to convince them that the site is related to these regions (for example, you have representative offices there )
The second exception is weak geo-dependency. Conditional term:
- In some regions there are not enough sites on certain topics.
- There are quite a few sites that do not belong to any region or to the Russia region.
- There are requests for which there are several regions in the issue
By the way, I almost forgot about another parameter of the request assessment: the price of work.
So, if we have analyzed the queries on all these grounds and I manage to get my idea about what the website promotion really is, we begin to rebuild its head further, moving away from positions, numbers on the counters and other things to the most important thing - goals promotion, methods for obtaining visitors and criteria for evaluating its effectiveness.
Well, and if he didn’t understand, then he still had to shake his hands at the companies of the promoters from the age of one year and understand that you can’t get the golden mountains by paying a penny and not doing anything yourself.
About this, if the Khabrovsk citizens like this topic - in the next note.