Promotion or advertising?



So, the site is designed, the navigation on it convenient filling enough informative. But visitors to the site no. And no calls from clients who have come to the site. What to do?

In the network more than a billion websites, remember all the addresses it is simply impossible.

To achieve the necessary visibility of a site on the key demands - is the main task of site promotion in search engines. This will ensure that the site will go interested visitors, and, of course, increase sale.

Consider the ways in which visitors enter your site:

  • Enter site name into your browser (users know the name of the site - small traffic in case of small and medium-sized projects);
  • transition from a search engine (site should be located within sight of the search engines for key requests).
  • to follow a link from another site (site should exchange links with other thematic sites).

How can we ensure that the site was in a zone of visibility, ie the first or third page of search results for crucial fit needs?

There are two basic ways to solve this problem: advertising and search engine optimization.

Each way has its own characteristics, advantages and disadvantages, a comparative analysis are given below:

Contextual Advertising

Search promotion

  • Instant results
  • The long process from 1 to 3 months
  • Wariness of visitors to paid advertising
  • The confidence of visitors to SERPs
  • Show only to interested users
  • Shown to everyone without exception
  • The result is limited in time (the termination of hits, the influx of visitors stops)
  • Negative result (end-progress, the site is gradually disappearing from the given position).
  • Payment for the visitor
  • Payment for access to certain positions
  • Aimed at specific search engine
  • Progress in one search engine will have an impact on other
  • You can work with a small budget
  • Even work on the low frequency demands require certain investments
  • At any time, you can stop or change the advertising campaign.
  • Promotion is based on selected key words.
  • You decide the time of your ad, and position. Will it spetsrazmeschenie or guaranteed impressions - up to you.
  • The issuance of a search engine changes during the so-called search index update (automatic update database), search engines frequently update their ranking algorithms.

So what to choose? Progress in the search engines and contextual advertising?

Currently, the most effective way of promotion, according to the results of studies found the combination of contextual advertising and promotion in search engines.

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