We launch a content project or "where we messed up"

    Hello again!

    This time, we decided to please readers with an article about SEO that is not liked by everyone - against the background of Minusinsk and other horror stories about links, it seems that this topic will be relevant. The author - the leading seo-specialist of 404Group, Jura Semenov, has a rather original style of storytelling, so if you like the topic and the author, he will gladly continue to create his opuses.

    In this article I will not try to sell something to someone - you do not need it and I do not need it, and I can not sell a damn thing. Nevertheless, described in this material will allow you to build an understanding of some simple things that are written on all fences and proceed to the next step, namely: Buy a seoshnik in Moscow inexpensively

    The first things that should interest you:
    • How to monetize
    • Payback and return on investment
    • Competitive advantage
    • Where to get traffic?

    I prefer to believe that there are people on this site who can find the answer to the first two questions, otherwise what, excuse me, what the hell are you rubbing around here? answer them first. Reading articles about someone else's success or failure will not help you, except for the ghostly "I will never do that, because I read that it didn’t work for anyone." A third may not exist at all.

    Let's talk about the fourth part: where, in fact, to get traffic? Where are all these crowds of visitors who dream of visiting my beautiful resource? And nowhere. Your site is not interesting to anyone. Seriously, well, that is, no one cares at all. This is the truth of life. People are interested in satisfying THEIR needs - namely, them - everyone does not care how beautiful your site is, if it did not help a person find the answer to their question. I don’t know how to answer the questions of all users, if I knew, I would fly to 767 to visit Page. Therefore, the plan to attract an interested audience of the form: “well, we will write on several thematic sites and find success” is a bit naive. Yes, they work if your project is really outstanding, but even in this case, a tremendous amount of work needs to be done with the press and the audience - are you sure that your project is just that?

    ! Achtung: Yandex.Metrica reports are used, you can open the bombing in the comments about “who does not use GA, that is a fine gentleman”.



    On the picture: “deep” pages - final pages of materials (product, article, clever selection, such as “iPhone from a single piece of green gold”)

    IMPORTANT!
    The article is not only about MFA sites, everything described below is applicable for most sites with a large number of entry page points (online stores, catalogs of some stuff, etc.)


    If your model for receiving traffic implies that the bulk of the traffic is traffic from the PS, and not social (if I’m not mistaken, then at first kudago.ru the main traffic was from social networks) or referral or some other, in other words, you want something like this:



    you should know a few things.

    Structure is an important thing


    Moreover, it should be not only logical, but also clearly reflected in the url. For example: site.ru/cat1/subcat4/alias.html
    Why? Firstly, it’s easier for some users to understand where they are, PS is easier to understand which cluster of site materials this material belongs to. Yes, all this you have read more than once, and you tried to tell it. There is one thing that is much less talked about - that is sanctions.

    Somehow, we lashed a little bit in one section of the site and grabbed the whole site for it (Yandex decided not to figure it out for a long time)


    This is such an unpleasant host filter, although we could do with a filter for the section

    Provide “Inner” Uniqueness


    You should not create a bunch of pages of approximately the same content with a small different block, try to maximize the uniqueness of the pages: template, randomize, use magic! In the following example, we did not provide sufficient internal uniqueness.

    Subsequently, the problem was solved, and traffic "normalized" at around 5000

    Cool articles don't always give visitors


    Even if the article is divine, it is far from always it will receive well-deserved attention, therefore it is worth writing articles, including, based on user requests, or form demand yourself (but this is if you are already a large known site).


    In this example, we spent a rather large amount on writing 54 good articles, but we did not get any traffic from them (this is a graph from the internal analytics system based on GA).

    When will the content shoot?


    Much depends on the type of content and your actions, but this dude conducted a study and came to the conclusion that the content reaches a plateau in traffic for an average of 4-6 months. After some time, we double-checked the theory, and the result was approximately the same (more than 10,000 pages participated in the samples, so the statistics are more or less true). No need to shout that your article began to give traffic since publication and so on, the conditions for the materials under study were approximately as follows: there is some kind of site with more or less good indicators, we published an article on it and did not use twitter or likes - balls, or anything else that could help quick indexing. After indexing, there are already references and more.


    In the picture, the total average daily values ​​for the traffic of materials, posted by months after publication (the graph is built on a limited selection, about 1000 pages).

    Yandex is more reactionary


    Well, or distrustful of new sites - then whoever likes the wording more.


    Google in the very first month of the project’s life began to give some kind of traffic, it was already enough for the next month.

    Yandex began to provide significant traffic only for the 6th month.

    Make recommendations


    Since you have chosen an SEO optimizer that has written a bunch of strange words and incomprehensible recommendations, then finish everything that they wrote there.



    The life of the project was divided into several stages:
    1. We do not need Seo, our project is beautiful and doomed to success!
    2. The first bell, the founders thought
    3. Traffic is back, all is well
    4. Urgently look for a seoshnik! (recommendations were given at this stage)
    5. The recommendations are partially made, as soon as traffic began to recover, the rest was assigned
    6. The logical result.


    And what is it all written about?


    Yes, actually, about nothing that can help you with something. Each project is unique in its own way and each project has its own “subtleties”. I just wanted to recall the things that were repeatedly covered on different thematic platforms, but which they forget from time to time:
    • Nobody needs your project
    • You need to take an audience somewhere
    • Often, PS traffic is the cheapest *, but not the easiest
    • If you took up something, then you need to finish it or not take it at all, otherwise it will be a waste of money.
    • The coolest feature / article will not be popular if no one finds out about it
    • PS is a machine, it operates according to a certain protocol, the less you make mistakes, the less likely to snap it off.

    * - although this happens (mythical one-cent traffic)



    Recall that if you are interested in this topic - we are waiting for your questions and comments.

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