Search engine optimization (SEO) - is a complex of activities aimed at the promotion of a shared resource, the growth of his position in results of delivery of search engines Yandex/Google and the increase in traffic.
The owner of a prestigious barber shop on Sevanskaya street in Moscow, Alexey Mukhin, sitting at the computer in the evening for five minutes, did not blink at the traffic counter of his website. Ten visitors today. Only ten! "And for what, i ask, i pay this seo-optimizer 20.000 rubles a month, if there is still no use?! Maybe it was easier to figure it out and do everything yourself? To hell with this optimization, one disorder and standard Russian fraud".
Unfortunately, Alexey Mukhin, like many other owners of internet projects, fell victim to popular speculation about search engine optimization, which did not allow him to effectively use this internet marketing tool.
If you try to understand this issue, the following picture emerges.
Myths about search engine optimization of sites:
Myth 1. About the uselessness of SEO
Gone are the days when information coverage of the audience of potential customers was carried out mainly by means of printed publications, television and radio. Today, the internet is the main engine of trade. The site can be seen by hundreds of users in a short period of time, but if you manage to show it correctly.
If you need real visitors and calls from customers/customers, then you cannot do without conducting search engine optimization activities on the website.
Myth 2. Website optimization is inexpensive
When searching for a seo-optimizer, you should know that high-quality optimization of the project's web pages costs more than 25.000 rubles per month. And here's why. The internet is an environment that is rapidly changing and improving. Search engines periodically make changes to the work of their algorithms and adjust the ranking factors of sites, and a good seo-optimizer should immediately adapt to these changes. A professional web specialist constantly collects information, studies and analyzes it, and makes the necessary adjustments to their work.
In addition, if you have a commercial internet project, then you inevitably have competitors, moreover, there are many of them. And the higher the competition, the higher the SEO costs, respectively.
Myth 3. SEO is fast and forever
In order for the site to rise to the top positions in the search results (get into the TOP 10), it takes months. Moreover, the more competitors there are in your thematic segment, the longer the waiting period. One of the reasons for the delay in positive results is that search engine robots visit resources 3 times a week (if they are "attracted", then more often). They analyze the dynamics of the growth of the website's position in the search results, and too active promotion to the first lines may indicate the use of prohibited optimization methods, and then various sanctions may be applied to the site (it will fall under the filters).
You should also not think that after reaching, for example, after 6 months of high positions in the search results, you can immediately stop all activities. Every day, more than 10 thousand new domain names are registered and almost as many web projects are created, some of which become your competitors.
Therefore, the services of a seo-optimizer must be used on a regular basis, so that the site does not lose its achieved positions - it does not fly out of the top ten.
Myth 4. About absolute guarantees
You have decided to order search engine optimization of the site, and you demand from the seo-optimizer guarantees that in six months your project will be in the TOP 10 for high-frequency queries. Unfortunately, you will not receive such guarantees, and if you hear them, they are just empty promises.
The reasons for this are as follows:
• Periodic changes in search engine algorithms.
This happens all the time and is usually unexpected. Given that the principles of the algorithms of search engines (that is, the "rules of the game") are kept secret, it takes time to re-plan the events (to abandon the planned ones and plan new ones).
• Search engines adjust the list of site ranking factors.
Periodically, search engines change the importance of various factors in the distribution of resources (some lose their relevance, others, on the contrary, "grow in price").
• Growing competition.
Currently, every individual entrepreneur has his own personal website and is trying to "win a place in the sun", and what can we say about the "monsters" who have been developing their corporate projects for more than 10 years, investing more than 100.000 rubles a month in them.
In such conditions, it is very difficult to break through to the top and gain a foothold there.
• Budget for SEO events.
The more modest the amount of money allocated by you, the fewer optimization tools are available to you and, accordingly, the lower the chances of a web site to get into the TOP 10.
Myth 5. Optimization increases the site conversion rate
If a user came to your resource from the search engine – this is only part of the case. It is important that he finds on the web pages what he was looking for and wanted to see. And this is influenced by such factors as: a detailed description of the product or service, the profitability of the offer, the usability of the site, the overall trust in the project, your interest in each client.
In this regard, you should not bet only on SEO. The internet project should develop comprehensively and in different directions.
These are the main speculations and myths about search engine optimization, generating frustration among some owners of web projects and an opinion like "SEO is a trade in air".
If you want to achieve something and want to systematically promote the site, then optimization is one of the most important elements in this matter.