Today, there is still a confrontation between the two models of promotion in the search marketing marketing market - traffic and promotion. This confrontation is still there, as Internet agencies, apparently, are not making enough effort to explain to customers that the scheme of putting a site into the TOP by RF requests is now extremely unprofitable and ineffective.
The promotion scheme for positions is familiar to the vast majority of people who ordered services from SEO companies. Its advantages were undoubted in the zero years of our century, in the era of classical SEO. At that time, promotion through the purchase of reference mass was the usual working model of fast and predictable page fielding for certain requests. But search technologies have evolved - and the effectiveness of this scheme finally faded away in RuNet by the spring of 2014, when Yandex stopped taking reference factors into account when ranking sites in the commercial segment (we don’t talk about Google, because there’s always a struggle with poor quality backlinks) It was tough, and from year to year it only gets tougher.)
What today prevents business owners from reforming themselves to the effective traffic market promotion scheme for the modern market? Let's try to reflect on this topic.
Reason 1. Habit not to dive into the work on the site.
In many ways, this habit habit diligently instilled in customers themselves optimizers. Why, in fact, the client should understand that the promotion of websites is actually reduced only to the purchase of a reference mass? On the contrary, you need to convince him that the work of the SEO specialist is difficult to understand, you had to put more fog around SEO, so that the process of optimizing the site seemed like something like a shamanic dance with a tambourine.
But this could go on only as long as the links worked, and the reference budgets correlated with the results of the issue. As soon as the problems started with this, the customers came down with complaints that boiled down to one thing: I spent the money, but where is the result?
Today, when Yandex has eliminated links from the ranking formula, and the issue of RF requests is conserved by click-based behavioral factors, it simply does not make sense to promote the site by position — the expected result is almost impossible to achieve.
Reason 2. Incompetence of SEO-agencies in creating content
The problem is that the promotion of traffic is impossible methods of classical SEO. This model assumes that the semantic core includes not only commercial, but also information requests, one way or another connected with the theme of the site. In order to effectively work on the spectrum of such requests, to receive traffic on them, we need, by and large, serious competence in creating professional information content that is useful for the target audience of the site.
Yes, a complex of actions is important, such as:
- Promotion of sites on a wide semantic core (not only on HF, but on all queries related to the subject of the site).
- Promotion through high-quality informational content.
- The use of various (in each particular case - the most optimal) channels for receiving traffic: search, contextual advertising, social networks, etc.
- Improving the site as a whole.
Still, the most important thing is to work closely with the client, dive into his business, ability to gather the information necessary to create expert content. Without such work, the result will not be. That is, today, in order to achieve traffic growth, you need to be a professional in content marketing.
Reason 3. There is no absolute evidence that links in Yandex have stopped working.
This argument is the latest weapon of the optimizers in their already largely lost fight against content marketers. The last argument that they are trying to keep the client, grabbing it, already ready to go out, by the sleeve.
But in fairness, of course, you need to say that serious SEO experts have already recognized the fact that links have stopped working and you need to look for other ways in search marketing as a whole.
Evidence that links are not taken into account when ranking is needed first and foremost by professional SEO managers who are not able or able to restructure their work to fit the realities of the modern market. They too long earned their bread on the manipulation of the issue - got used to it and now do not want and can not refuse it. And to restructure in a short time and start working in accordance with the actual conditions in which the development of search technologies puts the market is really very difficult: in most SEO companies focused on promotion in positions and accustomed to operating with reference budgets, there are simply no competent specialists able to work otherwise, those who are able to create selling informational content, improve the website according to all criteria for increasing its value for users.
For those who are engaged not in SEO, but in integrated Internet marketing, the question of how important the link factor really is today in ranking is generally not significant - here the work is initially not based on manipulations with issuing, but on gradual improving the site as a whole. And the relation to links is normal, because the links received here are natural links. Even if they are not taken into account when ranking, still a natural link is good: if your content is referenced, it means that people like it.
Reason 4. Internet agencies are not massively struggling with client incompetence in Internet marketing issues.
Both customers and internet marketers will benefit if everyone has a clear understanding of what is effective today and why not. After all, it is obvious that all customers and performers represented by agencies need results. From the client’s side, unfortunately, there is still no understanding why the promotion scheme for positions is no longer a profitable business scheme. And SEO agencies are cautious, not clearly posting the ineffectiveness of this model, because they are afraid of losing customers, because they cannot offer an alternative yet (as we already said, it takes time to restructure and work in a new way).
Probably, there are other reasons why customers are so difficult to adapt to the modern realities of the search marketing market (if you think about this, you can share them in the comments to this material). But we are sure that the situation will soon be evened out, and traffic promotion, for success in which you need to be able to create and promote high-quality content, will become a ubiquitous work model.