Do not cling to searches!

2 approaches to promotion of sites: " only on searches ", " the general{common} increase in the traffic "

Very much often, when the new client comes to reserve services on optimization of sites, from him  the phrase is audible:

" The conclusion to the first positions on searches interests ".

Further he lists{transfers} a little the most important, in his  opinion, searches.

As a rule, such client more interests nothing, he clings to these searches and words

" The general{common} increase in the traffic with poiskovikov ", " specificity of search promotion " and other on him  do not operate.

A number{line} optimizatorov (both singles, and the companies) prefers to not work with such clients,

Guaranteeing increase of the traffic from search engines as a result of complex promotion, instead of a conclusion on concrete searches.

Other part of experts on optimization, on the contrary, works under the circuit; I shall deduce{remove} in topy on several searches;.

Each of these approaches has the advantages and lacks, the degree of risk, the followers.

However specificity of search promotion of sites will be, what even at promotion of a site on n-searches, finally, on a site people on n+m searches start to come. That is the total traffic from search machines appears appreciablly above, than the traffic on concrete searches to which so the customer often clings.

What does the statistics speak?

Let's address to statistics and we shall aim to find out quantitative and percentage parameters

The traffic on searches and the total traffic from search machines.

For the analysis I shall take ten projects (concrete names, for the understandable reasons, are lowered{omitted}).

The given projects moved ahead in a complex, but with allocation of a quantity (from 5 up to 30) priority searches.

The analysis of these projects will give us (though also approximate) a picture of that, how much visitors have received

This or that project by optimization only on n searches or by complex optimization.

Certainly, for the better analysis it is better to take not ten, and some tens or,

Even, hundreds projects. But so much the optimized projects to find hardly.

At the analysis the following factors were estimated:

?         Quantity{Amount} of visitors on concrete searches

?         Total of visitors from Russian-speaking search machines

?         A share of visitors on concrete searches in the general{common} traffic with poiskovikov

Results of the analysis are submitted in table 1 and, more evidently, on the histogram 1:

¹ the project         Quantity{amount} of visitors from search machines in a month         In %

          On concrete searches         In the sum         

1         2000         6265         31,92

2         200         2307         8,67

3         200         2608         7,67

4         779         1859         41,90

5         1044         5527         18,89

6         1229         4079         30,13

7         173         985         17,56

8         497         2910         17,08

9         324         1835         17,66

10         1322         5675         23,30

Tab. 1 Results of the analysis of a share of the traffic

The histogram 1. A share of visitors on concrete searches

By results of the analysis it is possible to make 2 conclusions:

?         The share of the traffic from search engines on concrete searches changes from the minimal 7,67 percent{interests} up to the maximal 41,90 percent{interests}

?         The average share of the traffic from search machines on concrete searches makes only 21,48 percent{interests}

Differently, from 58,1 up to 92 (!) percent{interests} of visitors come on a site not on concrete searches, and due to complex optimization of all site.

On the average, leaning{basing} on statistics of considered{examined} projects, it is possible to say, that the search traffic; not on searches; makes 78,52 percent{interests} t.e; on searches; there comes 1/5 part of visitors.

It once again proves that fact, that the most effective is complex promotion of an Internet - resource in search engines, instead of an emphasis on some searches.

Why does not cost; to cling to searches;?

There is a number{line} of minuses of strategy of promotion of an Internet - site in search engines; only on searches;:

?         Rather low traffic that is shown above by the example of 10 projects

?         High risks at promotion of a site. It is necessary to the search engine to replace algorithm or to take place

To any failure as the sites which are advanced{are moved ahead} on searches start; to be strewed;

?         As consequence{investigation} of high risks, the high responsibility optimizatora before the client,

To which are promised; high positions on searches;

What is the complex promotion and with what it  eat?

In this clause{article} the term was repeatedly mentioned; complex promotion;.

I shall try to open, that by me it is put in this term.

In given clause{article} I understand a number{line} of necessary jobs as complex promotion above a site:

1.         The analysis of demand (drawing up of a semantic nucleus).

2.         The analysis of a competition on searches and positions of competitors. Development of strategy of promotion and the forecast of attendance.

3.         The content - analysis, the analysis of presence on a site of pages under searches.

4.         Optimization of all pages and structures of a site in view of features of search engines and the content - analysis.

5.         Jobs on expansion and improvement of quality of a content, creation of new author's pages under a number{line} of searches. As an ideal variant, studying of needs{requirements} and motives of visitors of a site, allocation; the selling moments; the goods or the service submitted on a site and creation; selling; a content.

6.         An exchange of links with qualitative thematic sites for increase in authoritativeness of an Internet - resource.

7.         The control and monitoring of a situation.

Advantages of complex promotion before promotion on searches

Complex promotion is more labour-consuming, than promotion on searches. But enclosed optimizatorom

Work does not go to waste, giving a site a lot of advantages:

1.         The general{common} increase in the traffic from search machines. People start to come on a site on the big number of low-frequency target searches.

2.         Consequences of change of algorithms or failures of search engines not so are catastrophic. Depending on a situation, the site can lose only a part of the traffic, or reduction of the traffic on one searches is compensated by increase on anothers.

3.         Optimizator bears{carries} less than risks t.k does not give 100 % of guarantees concerning position on the first places poiskovikov on concrete searches.

That wins in the market:; complex promotion; or; promotion on searches;?

To give the answer to this question, we will address to research of the market of services on optimization of sites.

According to research of the market of services on optimization of sites <http: // www.internet-technologies.ru/? url=http%3A%2F%2Fwww.webprojects.ru%2Fnews%2F54%2F>, lead{carried out} Webprojects.ru in 2004, to a guarantee of increase in the traffic from search engines gives 71,9 % of private persons and 73,7 % of the organizations whereas to a guarantee of hit on the first pages of delivery on concrete searches gives 50 % of private persons and 68,4 % of the organizations.

It is necessary to make a reservation, that these guarantees are given not in; a pure{clean} kind;, and together with guarantees of increase in the traffic or others (increase in sales).

Only " on searches ", it agrees to the data of the same research, works only

12,5 % of private persons and 15,8 % of the organizations..

Thus, it is possible to draw a conclusion, that complex promotion in the market is more distributed,

Than promotion on searches. Players of the market of services on optimization realize all advantages of complex promotion.