Alex Lukyanchuk

In this article we will talk about tactics in the framework of content marketing, which aims to involve the target audience in the process of brand development, as well as keeping its attention in the analysis of key aspects of the business as a whole.
Content product and behavioral assessment: identifying the problem

Today we can observe the activation of a new round of struggle for the location, the trust of potential customers. This is due to the fact that many of the tools of positioning, advertising of trade offers are no longer perceived by users as effective channels of information dissemination. Banner advertising is an example.

Thus, the CTR of advertising and selling blocks over the past two years has decreased to record low levels. The number of users installing a special ad blocker for this format continues to grow. Losses of advertisers are estimated in billions of dollars.

And more recently, a new problem has arisen, which is the passive response of the Internet audience to the traditional style of presenting information publications. Such a model of behavior, I must say, is becoming ubiquitous. The result is a massive decrease in the attendance of information platforms and, as a result, a drop in real sales.

What should marketers do in this situation? How should we motivate the audience to get acquainted with the information product? And what role can content managers play in optimizing content projects?
We form the strategy of the decision on the basis of foreign developments

According to foreign analysts, it is possible to increase the effectiveness of the content strategy by applying the following formula: development of content in the optimal format for a specific target audience + its demonstration in the web space within which users show the greatest consumer activity.

First of all, it is necessary to make an up-to-date portrait of a potential consumer.

To do this, we use the method of segmentation of the readership, based on the definition of:

the last visit by the user of the website;
total number of his visits;
the total number of articles he read.

The effectiveness of the proposed model is explained by the possibility of distributing all readers to local social groups, for which individual targeted PR-campaigns are subsequently developed.

It should be noted that in order to obtain the most objective result, it is necessary to monitor other parameters: the number of web page views, the failure rate, the time during which the user analyzed the content of the resource.

Note. Adjusting the content strategy in real time, taking into account the analysis of reports received in the framework of the study of all user segments, will ensure the formation of timely recommendations to increase the involvement of the target audience.

In 2017, Analytics will become a key element of content marketing (forecasts of foreign experts).

So, with its help you can:

promptly monitor the socio-behavioral signals generated in the study of a particular article;
make changes immediately after the receipt and processing of a specific consumer reaction (the mechanism is something like this: the audience is interested in a certain publication — you add thematic links to it in order to provide the maximum amount of information — the re-connection of Analytics will help to find out whether the optimization of the structure of the information product increased user involvement).

Creating a loyal target audience is an alternative approach to content strategy modernization.

What is it?

Initial data: unique content + readers who have already praised it.

The ultimate goal is to improve the quality of interaction between the audience and information products, converting readers into subscribers/buyers in the near future.

Algorithm of actions:

collect opinions of readers (ask to leave a comment under the article, conduct surveys on social networks, follow the development of discussions within niche forums, and so on);
based on the formed preferences, you create new target materials.

The dissemination of information on different platforms will provide the required audience coverage.

Social networks, messengers, personal website, blog, mobile applications — all these channels should be connected/optimized within the framework of building productive communication processes. We are also talking about those sites that are not your usual organizational and managerial environment.

Each site owner strives to attract as many visitors as possible to their virtual platform. The increase in traffic will have a positive impact on the trading potential of the online store, and various information portals profit from advertising and affiliate links.

There are several legal and illegal ways to attract the target audience, which the site owner must learn about before inviting a specialist for promotion. Some of the tools used in the process of promotion and search engine optimization are so simple that even beginners can cope with them.
What is site traffic and how does it happen?

Traffic in SEO-a term that allows you to identify the total number of visitors who were on a particular site in the period of time. Having discarded some related factors of influence, among which seasonality deserves special attention, attendance can be identified with the concept of traffic. Depending on the source, the traffic can be divided into paid, search and external (from third-party resources).
Types of traffic

Promotional. Received due to the placement of advertising materials of various types, so the number of visitors increases during the active conduct of the marketing campaign. Investments in advertising will pay off only after careful planning and selection of a suitable promotion system, whether it is a social network, search engine, video hosting, affiliate site or any other platform.
Motivated. It is considered a hotbed for various scammers, because it is based on not quite legal promotion tools. You can cooperate with companies that offer mutual exchange of traffic or its purchase. This should include all sorts of ways to cheat the number of visitors. For trading companies and corporate websites, the benefit of attracting an audience by this method is in great doubt. The site will receive visitors, but among them a huge number will be virtuals who will not use the services of the company and will not buy its products.
Search. It depends on the quality of the site with search engines. Here comes to the fore the quality of content and optimization. You can increase traffic only if you are constantly working with SEO tools. The systematic and deliberate promotion will bring the website on high position in results Google. Visitors who come to the site from search engines make up the bulk of the target audience. Many of them are willing to pay for the purchase of goods and order services.
Partnership. By participating in affiliate marketing programs, you can attract a huge number of visitors. The exchange of referral links will bring new customers to the partner sites. To participate in affiliate programs can both sites themselves and visitors of the resource. Special exchanges of partner programs become excellent platforms for finding partners for long-term and safe cooperation. Links can also be bought, but it will be much more profitable to carry out a direct exchange of links with partners. In addition, search engines oppose the purchase of the reference mass. However, it is the acquired links that become the basis for improving the indexing of the site and further increasing the level of search traffic.
Type-in, or direct. Enables visitors visiting the site by manually entering the domain in the address bar. The audience, which in this way goes to the page of the site, is interested in further cooperation. In the bookmarks on the computer, only the sites are stored, to which the visitor is ready to move regularly, so direct traffic is considered the main source of attracting revenue-generating audience.

Depending on the type of equipment the visitor uses, mobile and desktop traffic can be distinguished. Many sites rely on an adaptive design that will attract an audience that uses both portable devices and desktop computers.

Additionally, it is necessary to allocate such concept, as “effective traffic”. The term is used to refer to the website audience that is ready to pay for goods/services or engage in microtransactions (payment for various goods provided by the project for internal use).
That affects the traffic

Search engines are looking for new content, good links to it, republications of this content and people who want to read it all. They also search for specific keywords and phrases that are used appropriately and correctly in the content.

Of course, there are techniques that can slightly advance SEO, and at the same time with their help you will provide your readers with an invaluable service. We present seven ways in which you can do this.
The speed of the website
It’s not so much a matter of content as design and testing. Just a couple of facts from a recent study:

47% of Internet users expect a website / page to load within two seconds;
40% refuse to go if the site/page is loaded more than three seconds.

A delay of even one second can cause a 7% reduction in site navigation.

If you want to show great content but keep your readers waiting, they will never see it. And if they do not see it, they will never share it and will not become part of your efforts to increase the conversion of the site.

Website loading speed is also an important factor in SEO ranking. If you often change the components of your site, if your site contains not quite compressed images, then it loads more slowly. Frequent testing is very important, and on different devices, and if faults are detected, they should be immediately corrected.
Headers

Visitors will jump directly to the content if they see that the headline is intriguing, witty, and related to exactly the problem they want to solve. For example, the coating applied that year on the half-verandas, this year peeled off and fell off. It’s only natural that you want to know why it happened, how to fix it. Will begin the search for the answer on the Internet. And when the search results show titles and descriptions that match your problem, you’ll click on them. Everyone does. Such headlines will work immediately.

Headlines should be very specific, with their own idea or message. In addition to the headings with numbers, which are the most popular, there are other popular types of headings. Headlines in the form of the question “How to do…” are also very popular, as they suggest a solution to the problem for your readers.

If you lack a creative flair, you can use a tool like the header generator. You just type a few keywords and get a lot of options. Even if you don’t like any of them, you’ll get plenty of ideas and tips for creating your own title.

An extra tip. This is very good when your title is shown in its entirety on the search results page. If your title has 72 characters or less, it will certainly happen.
About the content

With respect to content are several important factors, not the least of them are current topics, frequent and consistent posting, the correct use of keywords/phrases, visuals (images, photos, infographics, slides, videos), etc. Here we describe a few simple techniques.

If you are looking for ideas to fill the site that will bring you a lot of traffic, you can check your competitors ‘ blogs and social networks to find out the most discussed issues. Do not touch on topics older than two months, otherwise they will not be very fresh and not quite relevant.

Browse sites like Buzzsumo, search for keywords related to your niche, and find the most relevant and discussed posts.

Read posts written recently by others. Do you have something new and unique to add? Republish this post and add your new content.

Make sure you have a clear and distinct understanding of who your buyer is. And then write in the expectation of that customer. Find out what questions he / she asks on Quora (another source of topics) or in the forums.

Set a schedule for posting to your blog and stick to it. Search engines like it when the blog regularly appear fresh publications.

Use humor, case studies and tell stories, because readers love this kind of content, and they will be happy to share it.
Buy backlinks

Another important factor in SEO ranking is the number of links leading to your website that are found somewhere on the Internet. But these should be good references. If you get links from not very reliable and not quite trustworthy sources, especially not related to your occupation, you will be punished by a search engine. Don’t look for links just for the sake of links. Look for trustworthy and reliable. Then a few ideas on how to do it.

Find great content in blogs related to you direction. Ask for permission to publish this content on your blog. Subscribe to this person on social networks, comment on his / her posts. After a while, forward him/her one of your best posts and ask him / her to publish it.
Buying backlinks will work if you buy them from established people. A great place for this is Twitter. You only need to find good accounts to subscribe to them. Make a joint agreement with related blogs to promote each other and each other’s content.
Post some really funny or inspirational content that people will share. Make sure the link leads to you. When a link is shared, its recipients can go to your blog and see everything you write about.

If a lot of good links lead to you, Google will see that you are “in touch”. This is important.

Targeting is a solution for small and medium businesses. The targeting strategy was developed a few years ago, when it became popular in the US to use sites to advertise small businesses designed for a local client. Large and rich corporations promote Internet resources on high-frequency requests and attract millions of traffic flows. But this approach requires, respectively, to invest in the promotion of the site millions of months.

Imagine a situation. The owner of a small service station heard that with the help of your site you can very well attract new customers. The owner of the service STATION goes to the web Studio and says: so and so, I need a corporate website where my company could advertise its services to Internet users.

In our case, the owner of one HUNDRED ready to order a website in 15 000 for promotion to spend a month another 3000. When the Manager of the web Studio begins to talk about millions of monthly, clearly confirming the accuracy of the figures estimates for the promotion, of course, the owner of a small local enterprise is horrified.
Website promotion to a narrow target audience

Well, since SEO-companies did not want to lose a single client, especially since such low-budget wanting to create their sites became more and more, a strategy of promotion to a narrow segment of users was proposed.

The term “targeting” comes from the English Targeting — aim. Target Audience-target audience.

The owner of the service STATION works mostly for car owners living somewhere nearby, within walking distance. Why in such a situation to promote the site to the whole world? It is possible to advance for narrow audience on low-frequency inquiries that is ten times cheaper, than on high-frequency.

With a targeted strategy, the cost of promotion becomes available for small and medium-sized businesses.

Narrow targeting can become an optimal strategy not only for local business, but also for all projects with a specific audience. It may happen that in an absolute number of narrow target audience will be multimillion, but in terms of promotion of sites we are talking about attracting strictly users with certain parameters, limited by narrow limits.
Targeting and sales funnel

When a commercial project, such as an online store, is untwisted, it is assumed to work with customers who are at different stages of readiness to make a purchase.

Vague interest. Somewhere, I heard something about a wonderful product.
Study of market supply.
Comparison of options.
Taking decision.
Order registration.

In the commercial sphere, targeting is further narrowed to promotion by customer categories and at the same time is scaled into a network that covers all categories of customers and does not allow to lose a single dollar from business.
Online shopping

In recent years, the fashion is increasingly included shopping using a smartphone or tablet. Indeed, it is very convenient and profitable to get. Instead of wandering through the dusty streets of the city, you can comfortably lie down on the couch with a tablet and slowly compare prices and range in the nearest retail outlets. As a result, the quality of customer experience increases significantly.

In parallel, the Google search engine is actively promoting its services for small local businesses — Google My Business. This service just provides a narrowly focused promotion for users of mobile devices who are in search of goods and services within walking distance.

Where to eat nearby?
Car broke down — where is a HUNDRED?
Ow! My pipes burst! Urgently me locksmith.

In the latter case, an advanced private locksmith has long established its own individual website and promotes plumbing repair services literally within its neighborhood.

In this case, the Google my Business service will help the citizen with the current pipes to find a specialist living as close as possible, who will arrive in just a few minutes and will repair everything.

In the near future, the deepening of targeting in the promotion will be focused not just on mobile devices, but on voice search. More and more users understand how convenient it is to simply ask questions to the smartphone. Therefore, the expected new trend in SEO is the formation of the semantic core of the site for low-frequency queries given by simple speech, without grammar. And perhaps even with the use of slang and profanity.

In General, targeting today is a significantly developed promotion strategy, and the division into geotargeting and time targeting is already the arithmetic of primary classes.

Application price, or CPA (Cost-Per-Action — payment for action) – sometimes called the purchase price – an indicator showing how much your business pays for the target action (application, call, completed form). As a rule, the application will cost more than the cost of a click, because not all users who click on your ad will continue to perform the desired action, and it is logical.

The price of the application is made up of the number of clicks on the advertisement required for registration of the application, thus, an increase in the percentage of site visitors who have completed the target actions will reduce your price of the application. In addition to the cost per click, the bid price also affects Google’s advertising costs.Ads and Yandex.Direct.

Let’s see, what does it depend on?

Like other indicators in contextual advertising, the cost of the application directly affects the quality indicator. The most important metrics in Google and Yandex.Direct based on the quality of your keywords, ads and Promotrans. The higher your quality score, the less you spend – in fact, for every position above the average quality score of 5, the cost of action is reduced in 16% increments.

Keeping the quality score high and the bid price low can be a huge advantage for your advertising budget in the long run. This will give you the opportunity to buy more impressions in the issuance and increase the number of targeted actions with advertising.

The average check is the amount equal to the total volume of purchases made for a certain period of time divided by the total number of purchases during this time
How to calculate the average check

Both a successful and a failing business requires careful analysis and calculation of key indicators. You need to know why things are going one way or another, what the change in certain moments can lead to, what to expect in the future or what you need to do to get the desired results. One of the parameters to be considered to get reasonable answers to all these questions is the average check. This is a simple parameter, but it is also extremely important, because it can be used in many other calculations and food for thought about many aspects of the company’s work.
What is the average check

The average check is the amount equal to the total volume of purchases made for a certain period of time divided by the total number of purchases during this time. Thus, it is not just all the purchases and orders, and the average — between all the orders that made each buyer during one visit to the store or, for example, treatment in the company for the order of services. Why is the calculation of the average check so important? Because he talks about a lot. If you evaluate the dynamics of changes in the average check, you can draw conclusions about how the various changes that were carried out earlier worked: assortment policy, pricing policy, advertising, marketing activities, merchandising — all this can be reflected in the size of the average check. In addition, the average check can be viewed in the context of each individual employee to determine its effectiveness or to find out whether it made sense to conduct training activities, etc.

As a result, the formula for calculating the average check is as follows:

Average check = revenue / number of checks

Want to increase incoming traffic to your website? Sure you do. And writing high — quality, relevant content is one of the best ways to attract new people. The annual growth of companies that pay attention to content marketing on their sites is eight times more than those who do not pay due attention to the content of the sites (data from the US market for 2014).

It goes without saying that old, out-of-date texts will not be able to attract potential visitors. You need to create something new, high-quality, fresh, useful, tricky. In this case, your content will be appreciated by the reader. Days when filling text with keywords was an effective way to entice people are a thing of the past. Today, content should be written for people, not robots. Only then can we count on success. Here are some tips to help you choose the right content marketing strategy.
Know your audience

Identify your own audience before you start writing something. This will affect not only the way of writing, but also the very semantic content of the text.

Let’s imagine that you are creating a post about festivals for a site about music in the indie style. Your audience is interested in this genre, so they probably won’t want to read a report about commercial pop concerts. Instead, you need to pay attention to lesser known festivals that involve musicians of a given style (indie). If one of the previous articles about an individual artist received good reviews — include this material in a new article. Advertise future performances or tell us about past concerts of artists that are of interest to the audience. This way you can” grope ” your reader.
Select title

This is the most important part of your article. It will be of great importance when promoting content. The choice of the name before writing will help set the direction in the creation of the text and prevents movement tangentially during the creation of the material. A good title is required to attract the reader’s attention and fully disclose the topic of the article. For example, take this article — “Content for people, not for robots.” A user who stumbles upon such a title understands that the text will describe how content is created for people.
Create an introduction

So, your headline caught the reader’s attention. Now we need to consolidate the success. If you fail to create a smooth Intro, then the rest of the well-written text may never be read. There are several universal ways to create an “Intro”.

Some start with a question that has only one answer (look at the beginning of this article, for example). This is not only a good way to connect the title with the text, but also a tool to attract the reader. After all, he is looking for an answer and solves the problem with you. This technique motivates people to read the text to the end, so they can find answers to their questions.

Another technique is the use of an anecdote. You can tell a humorous story that will help to reveal the idea of the article. At the same time you need to be concise and not necessarily tell the truth. A short story makes people empathize and signals that you too have been in a situation like them.

Providing interesting statistics at the beginning of the article is another good technique to attract the reader. In addition, the use of real data makes your text more authoritative and interesting.
Break the text into parts

Creating sections in your article makes it easier to read and also provides better assimilation of the material. The subheadings are suitable for people who usually squander the entire text. If the section is named successfully, then it can pay attention, read and then “finish” the article to the end.

Think about the kind of sections you have. Certain sites have proven that lists, numbered and bulleted, are well received by many people. The current” scrolling ” generation loves lists and order. For news reviews will fit the usual paragraphs.
Don’t get hung up

We all have creative crises. Just starting to write something is often the hardest part of creating content. No one likes to face an empty screen. Therefore, step away from the computer, scroll through the main lines of the future article or review in your head, and everything will turn out by itself.

It sounds trite, but try to break away from the world. Turn off your phone, close your social media tabs, and find a quiet, secluded place where you can be left alone with your own thoughts. If the problem is still not solved, try to work in segments — hour or 45-minute.

A good way to channel yourself is to imagine that you are writing to a friend. In this case, the words will “come out” of you easier and more naturally. As a result, the text will be released in an unusual style, which is quite suitable for online content.
Call to action

Once you’ve written the main body of your article, it’s time to think about what you want from the reader. Register, repost, try, buy-tell him about it! Sometimes you really need to personally sow the idea in the reader’s head.

If you need comments on your article, then it is reasonable to ask the reader a question that can involve him in the discussion. Something like “do you have any other advice? Would you like to share them?
Optimize your content

As mentioned above in the introduction, filling the article with keywords is not the way forward. This practice can and will increase the search rank of your content, but its quality will suffer. Explicit SEO will disappoint visitors who wanted to find something useful for themselves. You can put keywords in links or in titles, and you can type them neatly and naturally in the body of the article.

You should use internal links in your review/article to redirect visitors to other important pages of the site. Use a variety of techniques and natural designs when entering references into the text. If you need to “promote” your own content, then use related sites on identical topics. Remember that backlinks have an impact on the popularity and image of the site. They should be placed in relevant places. Choose your partners carefully and work with links carefully.

Many sites have not yet adapted their design for mobile devices. This is a fatal mistake. After all, in 2014 the number of search queries of mobile devices exceeded the number of requests from computers. Content that can be easily viewed and scrolled will help you save visitors.

The degree to which the user’s expectations match the search query and the results generated by the program is called relevance. The effectiveness of the search engine is determined by this parameter. The algorithm followed by the robot during the processing of a request for an appropriate requirements of the word on various resources. The relevance of any page of the site is determined by the number of phrases that match the sentences used in the search query.
How is relevance determined?

Different search engines have different thresholds for the number of key words in determining relevance. The matching word level must be greater than five percent for the page to be considered relevant to the query. If the share of popular words on the site is less than a five percent barrier, such a resource is recognized as insufficiently relevant and simply ignored. However, in the case where the site contains a much larger number of search phrases than necessary to determine compliance, it blocks the spam filter. Search engines open the way for users to the world wide web. The development of the Internet has given a major role to these programmes.
Algorithm development

After the creation of the information search system worked fine until the next stage of development of the Internet. In response to the user’s request was issued not a couple of thematic sites, and thousands. Quickly determine what is given has value, it was impossible. Among the issued list of sites there were both high-quality resources and useless. An algorithm for determining relevance was developed to eliminate the necessary from the unnecessary. Due to it, people could again get the desired information quickly, without sorting out a pile of unnecessary documents.

Immediately after the creation of the search engine in determining the relevance was guided solely by the internal parameters of the site in question. Such criteria were:

density of key words on the page;
frequency of necessary phrases in meta tags;
search expressions in headers;
coincidence with the terms in the design of the article.

The invention and distribution of doorways (doorway) changed everything. These special pages contain only the words of the popular queries. Their goal is to raise the rating of the site in the table of issue of the bot. When you go to such a page-bait user was redirected to another site or page. To combat this fraud, it was necessary to create a system for assessing the external criteria of the portal. Simplistically, this algorithm can be described by the following formula:
P = N × ( B + C ),
where:

P – General relevance of the site;
H-reputation of the site, evaluation of its external parameters regardless of the person’s request;
B-compliance of the site content with the desired phrase;
C-the degree of coincidence of the text of links to the page and the phrase entered by the user, the reference ranking.

After thinking about this mathematical expression, you can understand the principle of assessing the relevance of modern search engines. The real work of the algorithm is much more complicated, and its meaning does not fit into the formula, which only gives information about the main parameters taken into account.
Internal relevance of the site

The search engine evaluates the internal relevance of the portal by counting the number of search phrases per article. Thus, the program considers the most frequently repeated word to be the key one.

If the phrase entered by the person coincides with the most repeated sequence of words on the site, this resource will be considered relevant. Such the most repeated sentence or word is calculated by the search engine for each portal.

Of great importance is not only the presence on the page of all the words entered by the user, but also their sequence. In addition, the location of phrases in the text hierarchy is taken into account. The greatest importance is given to the words in the names. If the article is titled in the same wording as the visitor’s request, the relevance of the portal for this request will be high. Also takes into account other criteria of importance of the word key is shown below.

Number of synonyms of the searched word.
Position relative to the beginning of the text. The significance of the key increases depending on how close it is to the first line.
The distance between words that make up the requested phrase. The more accurate the offer will be repeated on the site, the more preferable this resource is.
Include relevant words in tags, meta tags, titles, page titles.

As well as the search engine robot notes the subject of the resource and, if it coincides with the request, gives this site as a result.
External relevance of the site

To evaluate this type of site matching, the term link popularity is used. The value of this criterion depends on the citation of the surveyed resource by other portals. The credibility of the site depends in this case on the number of links to it placed on third-party sites. Thus, the popularity of the network directly affects the assessment of the quality of content. The algorithm for assessing external relevance has retained its essence since its invention by the founders of Google. Since then, it has undergone many modifications and is still working. Guided by the number of links found on the site, the search engine is PageRank-coefficient reflecting the external relevance of the resource.

Yandex got its own clone of the PR. VIC was developed in 2001 to compile the criterion of the site’s credibility. The abbreviation literally stands for weighted citation index. This value was previously available, but in 2002 it was hidden from the eyes of users because of attempts to cheat it. Now it is possible to get acquainted only with the criterion of TCI, which is used to streamline sites in the Yandex registry.

IC is used by Rambler too. But this index is used in conjunction with the rating of site visits by users. The Rambler system has been improved by This technology since 2002.

The first program, which included in its algorithm CI, was the system “Aport”. The variable was introduced in 1999. In this search engine, the index was compiled only on the basis of the most significant link obtained from the most popular site.
How to improve the relevance of web pages

Relevance of web pages is an evaluative concept that is actively used in the field of search engine optimization and website promotion. Problems related to the search for relevant information are the main reason for the fall in the conversion rate of web sites.

If a representative of the target audience can not find the necessary content on the pages of the site (text, audio, video, image), he begins to search for an alternative source for information. In other words, the visitor leaves the site to one of the competitors who is able to place high-quality and relevant content.
The reasons for a decline in relevance

Formally, the study of relevance in the field of information retrieval began in the middle of the last century. A new industry study later received the name of bibliometric. Particular attention in the course of early studies was paid to the search for relevant and accurate texts that answer a specific question.

With the development and globalization of the Internet, the flow of information has increased significantly. There was a huge number of irrelevant web pages that are sharpened exclusively for indexing in search engines. The result was a notion of technical relevance. In many ways, the desire to adapt to the modern requirements of Yandex and Google has led to a significant increase in the number of irrelevant sites.

The reasons for the fall of the relevance of the web pages

Use of non-unique content of poor quality.
Mismatch of the provided information to the key queries specified for its search.
Posting outdated, irrelevant or false information.
Problems with site optimization, including link weight and internal linking.
Exceeding the optimal level of particular words and other problems with the semantic kernel.
Insufficient or incorrect use of tools for website promotion.

In some cases, the query may have ambiguous interpretation or different correct answers, so the variety of results is taken into account when evaluating the usefulness of web pages. The most relevant web pages are not necessarily the most useful to the user. Displaying the site on the first page in the search results also should not be equated to the high quality of the overall relevance. Temporary leading positions in search results are often occupied by sites that are well optimized from the technical side.

Relevance of the key query from the point of view of a conventional search engine — obtained after the analysis of the ratio of the number of queries and other words/phrases in the text. The quality of the content itself is not evaluated. A special measure called “maximum relevance limit” (MMR) was proposed to overcome this shortcoming. It calculates the relevance of each document only in terms of how much new information it brings in the background and taking into account previous results.
Ways to improve the relevance of web pages

The relevance of the content affects the process of indexing and ranking the site. Problems with information optimization lead to a reduction in the conversion rate. Even if the pages are optimized for the requirements of the search engine, the poor quality of the content will eventually lead to an outflow of visitors. Experts in the field of search engine promotion provide some useful tips related to increasing the level of relevance.

A representative of the target audience will leave the site, which provides, though well technically optimized, but outdated information. Modern algorithms of search engine robots take into account behavioral factors, so over time, the web page will lose its technical relevance (positions in the top of the issue will decrease).

Methods to improve the relevance of the site

Attracting professional web designers who will develop the site. High-quality usability, nice design and thoughtful structure parameters will make the site pleasant for the audience.

The term search query is a word or a set of characters entered in the search engine. You can find the necessary information on the Internet with its help.
What is it?

Since it is not easy to find the desired information by a single word, the queries often include several words. For example, Google use algorithms, definition queries, consisting of several phrases, improving search quality. Search engines are also able to interpret these queries. This makes the most relevant pages appear in the search results.

It should also be noted that almost all search engines have tools that expand the search capabilities. For example, Yandex is able to expand queries through a combination of characters and words.
Exclamation mark-refinement operator in Yandex

If you enter a normal query, the results will display sites that contain the search words not only in upper but also lower case. This can be avoided by typing an exclamation mark before the query.

For example, to find only pages that contain this query, written in any case, you must enter the query in the form”!phrase.»

And to find only the pages containing this request written with a capital letter, it is necessary to enter the request in the form”!Phrase.»
Operator+« »

Since the search engines do not take into account the so-called stop words, the search page may show incorrect results. However, if you put the ” + ” sign before the request, pages will be displayed in which the words are only in the order in which they are written in the request. The same can be achieved by enclosing the query in quotation marks.
Operator~« »

Yandex sometimes provides websites containing information about the provision of services or the sale of goods. Often such sites do not have information usefulness. This can be avoided by entering a ” ~ ” before the query, which excludes advertising sites from the search results.

Many search engines are able to take into account the morphology of queries and search for any options, regardless of the involved word forms.
Frequency and purpose of requests

By purpose, requests are divided into several categories.

Information requests expressing the need to obtain the required information.
Navigation requests sent to find out the address of a particular website.
Transactional queries, expressing the need for the acquisition of goods, ordering services and other profitable activities.

By frequency of use for the month requests are also divided into three groups.

High-frequency queries-more than 100 transitions from search engines.
Mid-frequency queries from a few tens to 100 transitions.
Low-frequency queries – from 1 to several dozen transitions.

Statistics of the use of queries

Information about the frequency of use and types of search queries open advertisers and SEO-optimizers great opportunities to promote sites and influence the target visitors. For linguists query statistics is often a collection of words of the modern language. User requests are also of great importance for government agencies. In America, for example, according to local laws, search engines are required to provide government agencies with detailed statistics of requests. According to the authorities, this is done to control the distribution of pornographic materials on the Internet.
Query statistics access services

Yandex has WordStat service, which provides full access to statistical data. In addition to the standard monthly information about the frequency of requests, using the WordStat is also possible to filter statistics by dates, regions, and cities.

Google gives more details. The statistical information provided to it is displayed in graphical form. On these graphs is visible to the competition of advertisers for a particular query. You can also see the history of keywords and details about their cost, if they participate in contextual advertising systems.
Most popular requests

In Yandex they were words related to social networks. Requests containing the word “porn”have become a little less popular.

Despite the overall reduction in the number of errors and typos made by Internet users since then, approximately 12 per cent of all requests are still being written in an illiterate manner. For example, there are such options as” Classmates “with one letter” C “in the middle and” crack “with two,” Agency “without the letter” t “and” cheat sheet “instead of”cheat sheet”.

Contextual advertising-a type of online advertising, in which the advertisement is displayed in accordance with the content, context of the Internet page (lat. contextus-connection).

Contextual advertising acts selectively and is displayed to visitors of the Internet page, whose sphere of interest potentially coincides / intersects with the theme of the advertised product or service, the target audience, which increases the likelihood of their response to advertising.

The principle of keywords is usually used to determine the compliance of advertising material with the page of the website. Search engines also focus on keywords. Therefore, contextual advertising is more likely to be shown to the consumer who uses the Internet to search for information about goods or services.

Almost all search engines on the Internet use contextual advertising systems for profit (for example, Yandex advertising networks.Direkt and Google AdWords, which are the source of profit of the companies of Yandex and Google, respectively). Contextual advertising systems allow you to place ads on pages with search results for certain keywords; on sites that have installed contextual advertising blocks on their pages and in mobile applications.

Call-tracking (call-tracking, call tracking) — a method of accounting for offline conversions in Internet marketing, is a technology that makes possible the business model ” advertising with payment for the call (eng.).”, allowing you to associate the number of incoming calls with the effectiveness of the advertising channel, as well as providing additional information about phone calls. The measurement of ad-to-call conversion is similar to the measurement of online conversions (hits through the website, order form, email, etc.). Thus, call tracking technology is similar to web Analytics systems with the difference that it takes into account not only clicks, but also calls.

The main purpose of using search engines is to find answers. For this reason, the success of your sites depends on how well you understand the requests that users make (the very essence of the problem), and to what extent your landing pages respond to those requests or solve user problems.

It is known that the detection of pain points and the supply of the ideal “painkiller” is the main requirement for conversion.

In fact, this feedback / frequency of problem / solution, search and query satisfaction / procedure is closely related to the human psyche and represents a springboard for landing pages and high conversions, if the reasons for the search are clear and if these pages represent the right solution for a potential customer at the right time in the sales cycle.

If synchronicity, relevance, and value converge (for users looking for a solution), the end result is a predictable / natural result, i.e. a sale, choice, or intended action. Search engine optimization (as well as chess) is of great importance here. Many people often make the mistake of betting on one keyword instead of several and oversaturating the online dialogue with the necessary modifiers, synonyms or commercially loaded leading phrases in combination with the main keywords.

If you logically set up targeting for clustering queries that overlap each other and have a continuous nature, it increases the likelihood that your website or landing page will appear on multiple stages of the search/decision, when users are most impressionable.

In other words, if you can cover a range of low-frequency phrases of a certain niche, up to the category covering popular phrases, and break through the initial informative requests for favorably placed content, you manage to control the information flow in this market.

Search engine optimization (eng. search engine optimization, SEO) – a set of measures for internal and external optimization to raise the position of the site in the results of search engines for certain user requests, in order to increase network traffic (for information resources) and potential customers (for commercial resources) and the subsequent monetization (revenue) of this traffic.

Usually, the higher the position of the site in the search results, the more interested visitors go to it from the search engines. When analyzing the effectiveness of search engine optimization, the cost of the target visitor is estimated, taking into account the time of the site output to the specified positions and site conversion.

CTR (synonym-clickability, from English. click-through rate — the value of CTR) is a metric in Internet marketing. CTR is defined as the ratio of clicks on a banner or ad to the number of impressions, measured as a percentage[1].

Formula for calculating CTR:

CTR = (number of clicks/ impressions) * 100

For example: the ad unit was shown 10 times and it was clicked 2 times. So its CTR is 20%.

The abbreviation CTR is pronounced as “C-ti-ar”. CTR is an important indicator of the effectiveness of any advertising campaign. CTR can be applied to any hypertext link on the Internet, if its impressions and clicks are taken into account.

CTR for dynamic banners in Runet usually ranges from 0.01% to 2%. With good media planning and effective targeting, CTR can be significantly higher at tens of percent. The highest CTR can be provided by contextual advertising in search engines, when advertisers ‘ads are shown depending on users’ search queries.