Progress in a crisis: essential

Prioritize

The more service directions and product categories you promote, the more costs. Think: Do you all need them now? What is in demand for the crisis and what is not? Put yourself in the shoes of buyers, conduct marketing analysis, pay attention to competitors, and identify the highest priority categories of goods and services.

In a crisis, people pay most attention to more budgetary and reliable, practical options from the range. Define them – and focus your efforts on promoting exactly those products that are currently relevant.

Choose a reliable contractor

In a crisis, you cannot afford to waste budgets and time on non-professional optimizers. Promotion is costly and budgetary and time consuming, and the cost of making a mistake becomes too high. It is worth choosing a contractor sequentially, in stages.

First, make a preliminary list. Ask for recommendations from your friends, acquaintances and business partners, check who is promoting your direct competitors, see industry ratings and publications in the industry media. Weed out agencies that worked with fundamentally different projects right away: promotion of small sites and portals goes differently.

Select 10-15 applicants and analyze:

  • How long has each of the agencies been on the market?

  • What approach do they use in their work and advocate?

  • How many specialists are on the project team?

  • What are the cases and portfolios (what do they specialize in, do they have experience in promotion in your industry, do they work mainly with large or small clients)?

  • Do they have their own technologies that will help improve or automate work?

  • What is their pricing policy?

  • What are the reviews about them?

  • Are any of their former clients suing them? You can check this, for example, on the website kad.arbitr.ru.

  • Do agency employees write expert articles in the industry media?

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Based on the answers to these questions, you can choose 2-3 best agencies for you and start negotiations with them. Be sure to ask the manager exactly how they achieved success with previous projects: what exactly did they do and what the client; how were the reporting; how often competitors were tracked; what were the goals and objectives at the start and what were the results.

Do not limit yourself to promoting your site

In most industries, up to 80% of search results are occupied by search engines and aggregators. Trying to fight them often means getting only crumbs of traffic. We advise you to work with the entire search space: with Yandex services, aggregators, marketplaces, wizards, and including top search results sites.

  • Create accounts on all industry aggregators and pay special attention to those that appear in the top 10 search results for your targeted queries.

  • Connect Yandex.Zen, Q, Market or Services.

  • Control your rating on review sites.

  • Develop your rating on Yandex.Maps, Google Maps and 2Gis.

  • Publish expert stories in popular media.

Your goal is to attract as many users as possible from any source, not just limited to your site.

Monitor business performance

There are many ways to measure SEO performance. You can only track the growth of visibility or attendance, but in a crisis this is not enough. The work must pay off, and for this it is necessary to monitor both the basic criteria and business indicators.

Basic indicators:

  • general dynamics of site visibility, taking into account the popularity of each request. This is important: the positions of each query may fluctuate, but it is important to monitor the situation as a whole, understanding which queries are growing: popular or not. At the same time, it is worth considering separately the visibility for different groups of requests and regions, as well as keeping an eye on competitors.

  • dynamics of attendance (traffic): whether queries in the top bring visitors to your site. But if the promotion is off-season, then the visibility will grow, and the attendance will fall due to the low season. Branded traffic related only to queries with company name should be considered separately.

  • website conversion. To calculate it, you need to divide the number of applications by the total number of visits and multiply by 100%.

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In addition, the time that users spend on the site, the depth of view and the bounce rate, cases when the user, according to the search engine, did not find what he was looking for, visibility in comparison with competitors and positions for individual queries are important.

Business metrics:

  • Conversion cost: cost per channel / number of targeted actions (leads or orders). Using this indicator, you can calculate the cost of each targeted action.

  • Return on Advertising Investment (ROMI): (Profit – Advertising Costs) / Advertising Costs X 100%. If ROMI> 0%, then the costs for this advertising channel are justified. If not, the promotion does not pay off.

Keep in mind that the number of orders is influenced by the state of the site, and the reputation of your company, and communication with the manager. In addition, orders can be made not only through the site, but also by phone, chat and other channels, and the client can visit your site for the first time due to promotion, but make a purchase after the second or third visit, with contextual advertising. Customized analytics take these cases into account.

It is best to work with a contractor with all of these metrics in mind.

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