Complex promotion in Russia

Tags: SEO, content marketing, ORM, SMM

What is the article about?

• Search Engine Optimization (SEO)
• Online Reputation Management (ORM)
• Marketplaces
• Social media marketing
• Blog marketing on external websites

Search Engine Optimization (SEO)

SEO is an improvement of a website so that it comes first for definite search queries. A company gets more traffic from search engines and its sales rise as a result. SEO consists of many activities such as fixing the bugs in the source code, improving website usability, optimising images, working on website content and others.

Yandex and Google are two popular search engines in Russia. What is notable, the first one has a 49% share among Russian internet users while Google ranks second with a 47% share (September 2022). It is atypical as Google holds the great majority of search traffic in many countries around the globe but, as we have seen, not in Russia. Therefore, new companies should consider Yandex and use its potential as much as possible.

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Contextual Advertising

A search engine result page (SERP) is one of the channels for engaging new customers. Contextual advertising allows a company to take top positions on this page, according to search queries. In addition, ad banners are placed on the relevant thematic sources. This tool is one of the most effective on the web when people already know about a product. The company considerably boosts its sales with contextual advertising.

Due to recent events, Google has suspended advertising in Russia but Yandex advertising tools are still available and will not be stopped. Local market players use the so-called Yandex Direct to set up advertising campaigns. This process includes a complex of activities: selecting keywords, creating advertising materials, and analysing big data.

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