Search Engine Marketing: Getting Started

“Squeeze” traffic from aggregators

The best way to squeeze traffic from aggregators is to mimic them. To make your resource look like an aggregator:

• Collect all brands on your website, that is, offer the user a choice;
• Form the maximum semantic core. Post on your resource comprehensive information about products and services;
• Make an understandable and user-friendly directory structure;
• Offer the user a large and convenient catalog and many different sorting options.

The result - search engines perceive your resource as a pseudo-aggregator. Of course, your site will not be able to fully compete with real aggregators, but part of the traffic will go to you.

How to collect traffic from YouTube

A well-thought-out, high-quality YouTube channel is an effective brand promotion tool. To get such a source:

• Create content that will potentially be of interest to users, answers their questions;
• Download videos in HD quality;
• Create quality video thumbnails. The ranking of the video depends on it;
• Arrange the keys in the title and description of the video;
• Create and optimize playlists;
• Sow immediately after the video is posted. To increase the number of views, use paid video advertising, post it on social networks and thematic communities.

Another important nuances of this youtube strategy for website marketing are:

• At the end of the video you need to ask to subscribe to the channel and like it. This is a simple but effective way to increase traffic.
• Do not post the video immediately after uploading to YouTube: the resource needs time to process it and publish it in HD quality.
• Look for comments on similar videos when compiling the structure. This is necessary in order to find out what was not enough for users, and to refine your script based on this information.
• Optimize the video for the queries that are in the top of the SERPs on YouTube. A good helper in this matter is the Rush Analytics service.

How to collect traffic from map services

To do this, you need:

• Register your organization in Yandex.Directory and Google MyBussiness;
• Describe the company as detailed as possible;
• Add high-quality photos of the building from various sides so that the user can find it faster;
• Encourage customers to leave feedback - for example, use promotional codes.

What are the results of search engine marketing?

The team of Artox Media Digital Group was able for their client on automotive topics to get:

• 100 thousand views per month on YouTube (more than a million views in 1.5 years);
• 2 thousand visits per month from the top aggregators;
• 300 conversions from map services per week. A user who comes from cards to the company’s website spends 4 minutes on average and views about 4.5 pages.

Of course, the classic tools of search engine marketing - SEO and contextual advertising give their result, but in modern conditions you need to think more broadly. Since creating your own aggregator from scratch is often only possible for large companies, the logical solution is to collect traffic for the listed hubs that are present in your subject.

Search engine marketing is not an easy and voluminous task. It requires a team of experienced qualified professionals who understand the specifics of different market segments.