Hi all! In the last article, we discussed the optimization of the website of an online store . Today we move on to the next step - promotion. In this article, we will discuss only the most working methods for promoting an online store so that you do not waste time on useless actions. Here will be collected not only my recommendations, but also the recommendations of experienced seo specialists. So, let's begin.
Fundamentals (must read)
Carefully read what I will write below, without this paragraph you can not start promotion at all!
Before promoting a site, you must understand why you are doing it. Increase traffic + sales. Right? So this is what you need to achieve. You need to constantly try to attract traffic, because it is traffic that generates sales. Accordingly, always refuse any type of promotion that does not give traffic (for example, seo links, traffic/behavioral factors, etc.).
Now about behavioral factors. This is 80% of your promotion success. If the behavioral factors on your site are good, then the positions in the search results will be good. To improve behavioral factors, you need to constantly work on the site and make it as convenient as possible for people. People should stay on your site for a long time, find information quickly and return to it often. If you constantly improve these indicators, then your site will be in the TOP, and sales will be at its best.
The only way to show search engines what behavioral factors you have is traffic. But you have a young site and no traffic yet! Correctly. This is what we will work on in this article. Everything I write about below will drive traffic so you can analyze it, improve behavioral factors and grow in the eyes of search engines.
Attention! Before you promote a site, you must work on its internal component. To do this, read the article about optimizing an online store.
Contextual and targeted advertising
This is a great source of traffic from which you can learn a lot.
- You set up contextual advertising for key queries, for which, in turn, you have optimized the pages of your site. Thus, getting to your site, visitors are targeted and these are direct buyers. If people don’t buy, it means you didn’t choose your keywords well or people didn’t like something on the site. All this will lead you to constant analyzes and corrections. After numerous improvements, you will achieve the “golden mean”, your traffic will be more targeted, and the site pages will be more attractive, which means sales will grow.
- Targeted visitors spend longer on the site, and this improves behavioral factors, which contributes to search engine promotion.
- Well, of course, you immediately get sales on a young site.
There are also downsides to this. The method is paid and sometimes costs a lot. But what did you want? Without money, not much is possible now, I also invested in advertising and invest to this day, without it nothing.
With targeted advertising, things are a little easier. You just make a large flow of slightly cheaper customers from social networks according to criteria (gender, age, interests, location, etc.). They will be less targeted than with contextual advertising, but the price is often lower. To set up targeted advertising, use MyTarget (formerly Target Mail ru.)
Do not set up contextual advertising immediately for high-frequency queries, for example, "buy a bag." Better make hundreds of ads for low-frequency queries specifically for individual products. Thus, the conversion will be higher, and the cost per click will be cheaper.
Read about how to set up contextual advertising in the Business Promotion section .
Social networks
There is a lot of traffic on social networks, a lot of potential customers. This must be used.
Buy advertising posts in active groups and publics with links to your products or your online store as a whole. Make contests, giveaways. By doing so, you will create activity around your store. As a result, you will get an increase in traffic, improvement in behavioral factors, sales and recognition.
Buy posts on the social network Vkontakte. There is more traffic from there and in terms of price-quality ratio, everything is very positive. You can negotiate with the administrators of groups and publics directly, or you can buy through the official Vkontakte exchange .
You can also manage your Instagram account. For online stores, this is very beneficial. Post photos of your products, photos of people with your products, also arrange thematic contests and thus all your indicators will grow.
Buying links and articles
You can also buy links and articles with links to your site. Why did I say "may"? Because this item is not required, but desirable if everything is done correctly.
At the very beginning, I said that any actions are good, as long as they attract live traffic. So it's the same with links. You need to buy only those links that would attract traffic. Such links can be bought from traffic articles and sites with high traffic. It is also important that the sites are thematic.
But such links are not cheap, so it is not always more profitable to look in the direction of links than in the direction of contextual advertising.
Statistics Tracking
That's all I say about the fact that you need to track statistics and improve the site. But where and how to do all this? Everything is simple. You install a Yandex.Metrica counter on the site and you can track anything you want in it. I pay attention to many indicators, but for evaluating the quality of traffic and the quality of the site, the “bounce rate” will be paramount. If a visitor stays on the site for less than 15 seconds, Yandex considers this visit a bounce.
Here is a screenshot of one of my projects for the week:
The lower this figure, the better. Try to keep it less than 10%. But preferably less than 6%.
Also keep track of the browsing depth and time on the site. These figures should be as large as possible.
If you look deeper, you can prescribe goals and track statistics on goals. For example, the goal is to reach the shopping cart or checkout. And you have to constantly work on the site and traffic so that the goal is fulfilled more often. Thus, you will see that the income of your store is growing and traffic from search engines is also growing.
Offline advertising
Yes, you heard right! Offline, you can very effectively promote your online store website. Now I will tell you how to do it. Print thousands of quality flyers, hire promoters in cities where you're interested in selling, and let them hand out flyers in places where your potential buyers congregate. If people are interested in your flyer and they visit the site, then you will get a lot of usefulness, including promotion in search engines!
Pros:
- People who are interested will visit your site and most likely will buy something.
- If they don’t buy, then at least they will visit the site and improve your behavioral factors.
- Branded queries in search engines have a very good effect on the authority of your site in search engines! These requests are related to the name of your site, i.e. when people enter the name of your site into Google or Yandex and go to your site.
- Also you get direct visits. This is when people enter the URL of your site and immediately get to it, bypassing the search engines. This also speaks of the credibility of your site.
Minuses:
- It is difficult to control that all leaflets are handed out and not thrown into the trash can;
- It is difficult to track statistics and conversion from such visits.
Conclusion
In conclusion, I would like to say that the promotion of an online store is not a quick process. Everything that I described above, count on at least half a year - a year. In a year, you will see that the position of the site has grown significantly. Many will say that it's all expensive, etc. Well, what did you want? There are fewer and fewer free advertising methods every day, and its effectiveness is declining, because everyone uses it. So let's get used to investing if we want to get money. I got used to it for a long time but, as it turned out, not in vain!
If you have any questions, ask in the comments!
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