Website promotion

This is work on the site itself, not on an ad account: the site is brought to a state where Google ranks it above competitors.

First we collect the queries — the words your clients actually type into search: “buy interior doors Kharkiv”. Then we prepare a separate page for each group of those words: heading, text, price, photos. Google compares hundreds of similar pages from different companies and ranks higher the one that answers the person’s question more fully.

That is exactly why SEO takes months: the search engine needs time to notice the changes and move the site up the results. But once a page has settled in, it keeps bringing people — even in a month when you paid nothing for ads. Paid ads work the other way round: switch off the budget and the flow stops the same day.

• collecting queries and assigning them to specific pages
• technical fixes: speed, errors, mobile version
• texts, headings and page descriptions built around those words
• mentions and links from relevant sites

The question we hear most often is about a guaranteed first place. No honest agency gives one, because the results are shaped by Google, not by the contractor. What can be guaranteed is the list of work and a clear report — not a particular position for a particular word.

If you need clients this month, search alone will not do: at the start it is usually combined with paid ads, and once positions grow, part of the ad budget is cut back.

Nobody is searching for your product in a social feed — people are just scrolling, so there you first show something interesting and only then sell.

The work splits in two. The first part is the account itself: how it looks, regular posts, replies to messages. It is the shop window people open to check whether the company is alive and whether it can be trusted. The second part is targeted advertising: paid impressions shown to people you pick by city, age and interests.

Compare it with search. There a person typed “order a birthday cake” themselves — they are ready to buy. In social media nobody was looking for anything, so a post’s first job is to stop the thumb. That is why photos, short videos and real shots from work perform here, rather than a price list dumped from a catalogue.

• profile design: header, highlight covers, saved stories
• a posting plan and a steady stream of posts
• targeted ads aimed at the right audience and city
• replies to comments and direct messages

The most common mistake is to open an account and post once a month. An empty page with three posts from last year does more harm than no page at all: someone comes to check the company and sees that nobody is looking after it. Better to keep fewer pages, but alive.

If there is no time for constant content, it is more honest to start small: one or two posts a week plus ads for a single specific service. That works better than a grand plan abandoned after a month.

YouTube is a search engine too: people type queries there just as they do in Google, and a good video keeps sending viewers to your site for years.

A video gets found in two ways. The first is search inside YouTube: someone types “how to choose a boiler for a house” and lands on your video. The second is recommendations: the system shows it to people who watched something similar. Both depend on how the video is titled and packaged.

So we work on what both the system and the viewer see: a title built from a real query, a description linking to the right page of your site, a thumbnail that makes the topic obvious, chapters by minute. A video shot on a phone but packaged properly often gets more views than an expensive production titled “Clip 2”.

• titles and descriptions built on real viewer queries
• a thumbnail that instantly shows what the video is about
• chapters, tags and links to the right pages of the site
• channel setup: header, description, playlists

One limitation, stated plainly: someone has to shoot the videos. A single random clip changes nothing — you need at least a few that answer the questions buyers keep asking. If there is nobody to film and nothing to show, it is wiser to invest in another channel first.

The videos that work best show the work and the people: the fitting, the packing, the product close up. They are quick to film and more convincing than any advertising copy.

It means being present where people ask each other for advice — forum threads, comments and reviews — before they even open a search engine.

The mechanism is simple. Someone posts in a community: “Recommend someone who fits stretch ceilings in Kharkiv without overcharging.” Replies with company names appear in the thread, and that is where the person goes off to look at websites. Crowd marketing is working with those conversations: finding them, joining in usefully and mentioning you where it fits.

This is not the same as ordering a hundred identical glowing reviews. Such posts are obvious at a glance, moderators delete them, and readers trust you less afterwards than they did before. What works is a genuinely useful reply with specifics — a price, a deadline, a catch — and a mention of the company as one of the options.

• finding the places where your topic is discussed
• replies in live threads rather than mass posting
• handling reviews on maps and in directories
• mentions that lead to the right page of the site

The effect is neither instant nor easy to measure: someone may read a thread today and call a month later, and that path barely shows up in the stats. So crowd marketing is rarely used as the only channel — it reinforces search and social media rather than replacing them.

Before starting, simply search your own company name and read what is already being said. Often the cheapest useful step is not new mentions but a calm reply to an old negative review.

A counter and goals are the measuring instrument: they show where people came from and which of them actually got in touch rather than merely glanced at the site.

A counter is a small piece of code on the pages of your site that records every visitor: which channel they came from, which pages they viewed, how long they stayed. A goal is a specific action agreed to count as a result: clicking “Order”, submitting a form, tapping the phone number.

Without goals a report shows only visitor numbers, which explains almost nothing. Say you spend the same on two channels: the first brings nine hundred visits and three enquiries, the second two hundred visits and twelve. With no goals in place both look equally successful, and the budget easily stays with the weaker one.

• a visit counter and the site owner’s console
• goals on forms, buttons and phone-number taps
• link tags so the source of each visit is visible
• a check that form submissions really reach your inbox

One detail that is often forgotten: some clients simply phone you, and they do not appear in the statistics at all. So it helps to train whoever answers the calls to ask one question: “May I ask how you found us?” Half a minute of conversation makes the picture far more accurate.

Analytics brings no clients by itself — it only shows the truth, sometimes an unwelcome one. But without it budget decisions are made blind, and that usually costs more than the setup itself.

A report has to answer one question — what changed this month and why — and be readable without a glossary.

A report has three parts. First, what was done: the list of work for the month. Second, what it produced: positions for the agreed queries, how many people came from each channel, how many enquiries there were. Third, the plan for next month and what is needed from you for it: photos, prices, access, approvals.

The difference from a “screenshot report” is simple. A twenty-page export from an analytics system is technically a report too, only nobody can read it except the person who produced it. So we put the numbers next to a plain-language explanation: this query rose because the page was rewritten; visits dropped here because it was a holiday week.

• the list of work completed during the month
• positions for the agreed queries
• visits from each channel separately
• the number of enquiries and the plan for next month

Sometimes a month turns out weaker than the last one: seasonality, holidays, changes in search itself. We show those months as they are, with the reason and with what we do about it next. There is no point in dressing up the picture — within six months the gap between pretty reports and real sales surfaces anyway.

A good test of any contractor: after reading the report, can you say in your own words what you paid for? If not, keep asking until you can — that is a client’s normal right, not nitpicking.