Email marketing: what it is and how to implement it

 Previously, SEO was buried at every industry conference - they say, the channel is dying, does not work, it will not be anymore, etc. But everything turned out to be completely different - now there is no contextual advertising on Google, there is no targeting in blocked social networks, and SEO, in principle, turned out to be the only channel (particularly for Google) where you can reach your target audience.

Why is your SEO not working?

So why is your SEO not working:

1. "Wrong" requests

• narrow semantics
• non-target phrases

SEO may not work because you have too few targeted queries for which you want to see your site in the top 10 SERPs. On average, one page of the site should have from 3 to 5 requests. Thus, if a site, conditionally, has 100 content pages (with services, goods, product descriptions, etc.), then its semantic core should include 300-500 search queries. If your site is a multi-page store with 10 thousand products, then the SA should also consist of 10-20 thousand search queries. 

This does not mean at all that you need to track your positions for all these queries every day, but the semantic core should be significant, and all queries should make sense and be directly related to the content of the site. 

The semantic core of the site should not contain non-target phrases. For example, a hardware store promotes the search term [paint]. This is an untargeted request for a hardware store. To be convinced of this, it is enough to type this request in any PS and understand that your competitors are not in the search results. 

This is true for 98% of subjects. If there are competitors in the search results, the request is targeted, and if not, it is non-targeted. 

2. Start promotion without competitor analysis

Without analyzing the type of competitive sites, and their financial model, it is difficult to understand your advantages over them, moreover, it is impossible to correctly build pricing. Of course, after all, everyone has unique goods and services, let the client call, and later, with a personal consultation, it will be possible to tell the price ... This is a well-known story, but this does not work in 2022. 

Today, a business must package its product or service (yes, the service is also a product) right on the site in such a way that the user can understand everything as much as possible - what exactly he is buying and at what price. You need to try to come up with some typical ways to buy your goods and services, package them, and believe me, this will very quickly affect not only promotion but also conversion.

3. Lack of implementation

Pain all over the place – SEOs say “hey guys, you need to do this and that on the site”, and the client does nothing of the recommended. It turns out a lot of audits and analytics, but little action and verification. This is one of the most important reasons why client projects do not grow even for good specialists. 

4. Non-participation

• Well, do something about it...
• What about USP and STA?

The customer gives the work to promote his site to someone, says: “well, you do it somehow” and waits for orders and leads. And when they ask him: “What is your USP? What call to action should be on the site? How do you differ from your competitors?”, replies that he doesn’t understand this digital at all and doesn’t want to understand it in general, “do it yourself.” 

In 2022, it doesn't work that way. An SEO specialist should work in conjunction with a business, with marketers or other specialists who can develop the most relevant offer for the market, which should be the basis for the site.

5. Budget, plan, and areas of responsibility

This is a combination of budget insufficiency, lack of a promotion plan, as such, and lack of agreement on areas of responsibility at the start of work.

It is very important to determine who will be responsible for which promotional work. Website promotion is a complex project that includes several hundred points to implement, many hypotheses to test, and hundreds of tasks that need to be solved for further growth. 

Without a plan, you don't know where you're going. There is no point A, which is a measure of visibility or search traffic, to build on, and there is no real idea of ​​a point B to get to. But there are high expectations from the channel because of this - it seems that tomorrow there may be some kind of result. No, there should be a plan-fact for traffic, seasonality calculation, etc. 

Already at the start of work, there should be a clear understanding of who is responsible for preparing the texts, who is responsible for their implementation, who corrects the title tags, and who corrects the product cards, because their structure does not correspond to what the client would like to see. Key KPIs should be set so that it is clear which indicator to focus on (visibility, traffic, number of requests in the top 10, sales, etc.). This will not only facilitate the organization of promotion work but will also allow you to assess the sufficiency of the available budget. (The budget of 20 thousand rubles, unfortunately, is not enough for normal growth). 

Avoid These 5 Reasons and Your SEO Will Be Great Again!