What happened to traditional SEO promotion?

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SEO is back in trend: those who have been burying the “outdated” method of promotion for the last ten years and relying on various types of targets are forced to return to their roots.


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Agencies are seeing an increase in requests for SEO services - see the request trend.



After the departure of foreign companies, movement began in uruguay consumer email list Russian production. Manufacturers of furniture, decor, clothing, home and garden goods began to expand their activities. For promotion and sales, they need search positions, new sites and landings.

Significant advertising budgets and market space have been freed up, but demand has shrunk. Inflation is rising, and consumer purchasing power is falling. The task of survival and cost optimization has become a priority.

It is difficult to say which of these two counter trends will grow. Everything depends on the situation in geopolitics and economics, and the chosen niche also has an impact.



Who needs SEO promotion in 2022
SEO can be safely recommended to companies whose business is sustainable in the current realities, namely:

demand for the company's products remained;
the company does not directly depend on foreign supplies and services;
the company can replace foreign analogues that have become unavailable in Russia;
many clients came from Google advertising;
The company did not resort to SEO only because direct advertising paid off faster.


Marketing approach to SEO allows not only to multiply organic traffic, but also to increase conversion from the channel up to 30%. How SEO promotion will help your business: you can ask for advice on the Completo website .


Advantages and Features of SEO in the Age of Change
Let's highlight several characteristic properties of SEO that acquire additional value during periods of turbulence.

Low cost of traffic and leads.
SEO was and remains a relatively free way of promotion. Small businesses can get traffic by paying money only for a domain and hosting. If an entrepreneur plans to work with optimization independently, it will take time to learn basic optimization using a tool built into a website management system or constructor.

The average business can no longer do without hiring an optimizer, but the relatively low price of traffic implies or is directly included in the specialist's KPI. Now, when businesses are cutting costs, the price of traffic is not the least important.

Long-term effect.
Optimization work has been stopped, but the target traffic and site visibility in search results continue to grow. This is due to the inertia of search engines. There is nothing like this in paid channels, where advertising disappears from the target audience's field of view immediately after payment stops.

During changes, it is critical to predict the stability of demand. For example, the surge in interest in sugar in March 2022 quickly died down. The screenshot shows the dynamics of the query "buy sugar" in Yandex.Wordstat.


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The screenshot shows the dynamics of the query “buy sugar” in Yandex.Wordstat.



But the increased demand for spare parts for foreign cars is clearly a long-term trend.


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See the dynamics of the query "buy foreign car parts".



Despite inertia, search engines in highly competitive niches can change their results quite quickly. The site e-katalog.ru, which was in the top 10 search results along with Ozon, Wildberries, M.Video, closed on March 3, 2022 and dropped to the hundredth positions in a couple of weeks. The place of e-katalog in the segment of large household appliances was taken by Holodilnik.ru, Technopark, SberMegaMarket.

Inertia will continue to occur, but it is better not to abandon SEO. Stopping promotion today may result in a loss of positions in search results in the future.



SEO is about competition, not about setting records.
In SEO, you "just" need to get ahead of your competitors. If your competitors in a niche are weak, it's easy to get around them. This is often the case in local search, where restaurants, beauty salons, medical clinics, and auto repair shops compete for local customers.

SEO does not require super efforts with one caveat - unless we are talking about highly competitive niches. As a rule, victory comes with necessary and sufficient efforts.



Payment for SEO services is increasingly tied to KPIs.
That is, to the result, not to the volume of work. The cost of SEO does not depend on the exchange rate and is fixed in the contract.



SEO is a safe investment.
Even if top positions are not achieved, SEO is likely to bring progress. Pages will rise in search results and will be able to bypass their closest competitors.

The website is the property of the company, which is protected from the risks of blocking. This is a controlled and calm area. In times of crisis, entrepreneurs tend to direct the budget to work with proven tools that provide a clear and measurable result.



SEO is the only way to get traffic from Google.
The disappearance of advertising from Google search results has led to an increase in CTR and traffic, since clicks are now distributed exclusively between organic sites and so-called sorcerers - special blocks in search results.

Sorcerers answer the query directly in the search results, saving the user from having to search for information via links. It is possible to get into some Google sorcerers with quality content by making micro-markup.



Wide coverage of requests.
Professional demand analysis allows you to identify tens and hundreds of thousands of requests and promote pages for each of them. In PPC (pay-per-click advertising), it is impossible to process such a volume of demand.

Most pages of the semantic core are always tailored for low-frequency queries. And this has its advantages: firstly, in total they can provide a significant share of traffic. Secondly, a site gets to the top more easily and quickly for low-frequency queries.

When they say that the effect of SEO should be expected at least 3-4 months, they mean mid-frequency queries (MF). For LF queries (low-frequency), a resource can be in the top 10 search results in a month. This is enough time for Yandex and Google to index and rank pages. Sites that were properly created or optimized in early March 2022 are already receiving small but targeted traffic in April.



Get the most detailed instructions on website optimization! We will send you a useful SEO manual in the telegram channel .


Where will the advertising from SEO promotion go?
Like many marketers, we are impressed by the dynamics with which Yandex and VK are capturing the empty PPC and SMM markets, how Telegram, VK Video, Yandex.Zen, Pulse Mail, marketplaces, Avito, and new networks like TenChat are developing.

The redistribution of advertising market shares will take several months, and businesses are faced with the task of squeezing the maximum out of digital during this time. No matter how events develop, people will not stop needing goods and services and will look for them on the Internet. Therefore, SEO will take and already takes an important place in new marketing mixes.

To miss the present moment is to steal your own business realization.

Moreover, SEO itself is changing. Now it is more correct to talk about search engine marketing and develop an SEO strategy for a business.



Myths around SEO promotion + instructions for working with a client
Myths surrounding SEO often concern future clients. If you work in marketing or have your own department in your company, you have probably heard about them:

SEO is only needed by agencies: the client does not understand what is being done at this or that stage and why;
We are wasting time: the client does not want to wait 6-12 months even in niches where SEO objectively cannot give quick results;
Budget down the drain: the client is tired of sitting on the needle of monthly payments;
For local businesses, SEO sometimes becomes unprofitable: local demand does not cover the costs of search engine promotion, even when the client's site occupies the top results for important queries.
SEO for SEO's sake has long been outdated. This is the main difference between classic promotion and search engine marketing. The approach when specialists launch promotion without thinking about its effectiveness for business is outdated.

Hence the question: how to dispel myths and offer SEO promotion to clients in the new reality?

First , restructure your approach to business. Show the company how certain optimization efforts will affect not only traffic, but also measurable business results:

lead price;
CTR;
turnover;
profit;
market share;
ROI;
LTV;
and others depending on business goals.


Secondly , analyze the site content and make improvements.

Search engines partially help with this. First Google, then Yandex, when ranking pages, began to take into account the authority, reliability, authenticity of the content, the author's expertise, as well as the integrity of the business as a whole.

They also indirectly assess the quality of the business behind the sites. Changes in the company's activities - product range, service, communication with clients - can affect the visibility of its site in search results.

For example, poor service at an offline location generates negative reviews on Yandex.Maps, which results in the site's visibility in searches deteriorating.

High positions in search results are no longer just a consequence of good optimization, but a demonstration of the health of the business. A page in the top? Most likely, it is a trustworthy business.