Do you know how companies get into Yandex local search results? You can raise your company's rating by adding information about it to the service. Make sure the information is always up-to-date:
Check that there is a contacts section and that the information is accurate.
Place informative graphics on your website.
Provide timely responses to reviews.
Connect the messenger function to communicate with customers.
Publish authentic information about the brand.
The statistics section contains self employed data package information about the number of people who clicked through from your page to Yandex.Directory. If you have a local business, constantly monitor these indicators for improvement.
Conduct marketing activities regularly
The search engine checks the site for functionality and honesty when receiving traffic. Therefore, it is necessary to monitor the quality of the content. To promote the company's site, create specialized groups in social networks. Publish only the information that is really of interest to the target audience. Remember that your resource is the main personal marketing center.
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Promoting a company website using contextual advertising
This is an online advertisement that is shown to users depending on their preferences and requests.
It should be taken into account that the advertising block is located higher than the organic search results. According to the results of the Varn study, up to 60% of people do not see the difference between simple search results and Google Ads. Therefore, it will not be possible to compete with large network projects for all queries.
The determining factor when using contextual advertising is the relative simplicity and speed of obtaining the effect, compared to SEO promotion. Attracting traffic often begins from the moment of launching a startup. But you will have to pay for every click.
There are two types of advertising: contextual (in the search engine) and targeting (ads on social networks). The first is aimed at "warm" and "hot" audiences. That is, at users who are ready to make a purchase, but are still considering various options.
Promoting a company website using contextual advertising
Source: ya.ru
In order to attract people who do not yet have a desire to purchase a product or service, you need to use a different type of advertising. In the Yandex service, it is called YAN, and in Google - KMS. The peculiarity is that the ad is not activated in the search results, but is published on the partner sites of search engines. In this case, the parameters of the target audience are taken into account: age, gender, education, range of interests, etc.
Retargeting technology is actively used. Its essence lies in focusing on those users who have already had experience interacting with the site. For example, they placed an order, but for some reason did not pay for it.
To evaluate the effectiveness of contextual advertising, an analysis of specialized indicators is used: CTR, or clickability (the number of clicks divided by the number of impressions), and CPC, or cost per click (the ratio of advertising costs to the number of clicks). The higher the CTR and the lower the CPC, the better. If a balanced marketing policy is carried out when promoting a company's website, these metrics will improve. In addition, you need to monitor lead generation and conversion.