Multichannel presence: increasing the number of customer contact points in search
Posted: Mon Dec 23, 2024 9:27 am
Content
A branding approach to promotion
Articles on thematic sites
Presence on blogging platforms
Social Media Profiles
Google My Business and Yandex.Directory
Pages in directories and aggregators
Ratings, reviews, overviews
Content distribution platforms
Activity as a guarantee of organic growth
SEO in 2019 is no longer just about focusing on internal telegram database download optimization and quality links, although these things remain important. The basic principles remain the same, but market transformations and the evolution of search engines require a change in approach.
Knowledge Graph, extended snippets, Yandex's own services - these are just a few examples of search engines implementing a course on looping traffic within themselves, and the list goes on. In such conditions, expanding the possibilities for audience coverage simply cannot be ignored.
A multi-channel approach to SEO is becoming a necessity. And below I will detail exactly how you can increase the number of customer touchpoints in search. But first, a short introduction.
A branding approach to promotion
In today's reality, you need more than just traffic and backlinks. You need conversions from your target audience and recommendations. And to do this, you need to learn how to create a certain information field around your company's website. Make sure that a potential client trusts you to a certain extent even before going to your own resource.
The best way to do this is to study your target audience well and not only adapt your website to their interests, but also ensure your information presence beyond it.
We at impulse.guru have been paying special attention to a detailed study of the audience, its needs and pain points, as well as the peculiarities of information consumption, ever since we began working on the Universal SEO concept . Its essence can be reduced to a simple thesis: the content and all components of the site should be such as to satisfy the requirements of people first and foremost, not search engines.
It is essential to track the effectiveness of each channel you work with and compare them with each other. This way, you will be able to make the right decision on which areas of external presence are worth expanding the volume of work, and on which traffic sources the investment does not pay off.
The attribution model and assisted conversion reports that have recently become available in CoMagic are very suitable for such purposes. In general, end-to-end analytics rules as always!
Now let's move on to a detailed examination of those very off-site platforms that are worth working with.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Articles on thematic sites
In any niche, there are many thematic media, portals, blogs and other resources that concentrate around themselves an audience with similar interests. On some, an article (with a link to your site) can be posted for free, the only condition is often the quality of the material, while on others this can be done for a certain fee.
Materials on such resources can not only generate user clicks immediately after publication, but also gradually appear in search results for relevant keywords. And this works not only to expand coverage, but also to increase the authority of the site.
Presence on blogging platforms
Examples of blog platforms include LiveJournal.com, Habr.com, but there are also simply popular resources with the functionality of personal blogs, where community members can publish articles. In the Internet marketing niche, these are VC.ru and Cossa.ru.
By publishing content on such platforms, you can take full advantage of their advantages, such as search authority and a large audience. Many companies successfully attract customers this way.
Social Media Profiles
In fact, everything is clear from the name. You can concentrate your efforts on just one social network, but nothing prevents you from creating official pages in all the main ones at once.
Minimal effort in the form of a simple repost of publications from the official website will be enough to get an additional line in the search results.
Google My Business and Yandex.Directory
In local search results, maps with business addresses are shown for multiple queries. From the search side, this increases the information content of the answers, and the business gets an additional opportunity for lead generation.
You can add your company to the maps by registering it in the Google My Business and Yandex.Directory services. And by filling in all the necessary data (description, address and photo), you can also get a beautiful informative card that the user will see for brand queries:
A good way to capture more attention from potential customers. And if we talk about regions, in some niches you can easily be the only business that is represented there.
Pages in directories and aggregators
There are directories of niche companies, business in general and sections with information about local enterprises on the websites of regional portals. On almost every such resource you can create a company page for free, and in regional search results such pages can receive quite decent traffic.
In addition to the company page itself, you also receive a mention on the page of a separate cluster in the same directory, etc.
It is worth spending time on writing a detailed and interesting description, adding photos, a list of services and other information important for potential clients.
A branding approach to promotion
Articles on thematic sites
Presence on blogging platforms
Social Media Profiles
Google My Business and Yandex.Directory
Pages in directories and aggregators
Ratings, reviews, overviews
Content distribution platforms
Activity as a guarantee of organic growth
SEO in 2019 is no longer just about focusing on internal telegram database download optimization and quality links, although these things remain important. The basic principles remain the same, but market transformations and the evolution of search engines require a change in approach.
Knowledge Graph, extended snippets, Yandex's own services - these are just a few examples of search engines implementing a course on looping traffic within themselves, and the list goes on. In such conditions, expanding the possibilities for audience coverage simply cannot be ignored.
A multi-channel approach to SEO is becoming a necessity. And below I will detail exactly how you can increase the number of customer touchpoints in search. But first, a short introduction.
A branding approach to promotion
In today's reality, you need more than just traffic and backlinks. You need conversions from your target audience and recommendations. And to do this, you need to learn how to create a certain information field around your company's website. Make sure that a potential client trusts you to a certain extent even before going to your own resource.
The best way to do this is to study your target audience well and not only adapt your website to their interests, but also ensure your information presence beyond it.
We at impulse.guru have been paying special attention to a detailed study of the audience, its needs and pain points, as well as the peculiarities of information consumption, ever since we began working on the Universal SEO concept . Its essence can be reduced to a simple thesis: the content and all components of the site should be such as to satisfy the requirements of people first and foremost, not search engines.
It is essential to track the effectiveness of each channel you work with and compare them with each other. This way, you will be able to make the right decision on which areas of external presence are worth expanding the volume of work, and on which traffic sources the investment does not pay off.
The attribution model and assisted conversion reports that have recently become available in CoMagic are very suitable for such purposes. In general, end-to-end analytics rules as always!
Now let's move on to a detailed examination of those very off-site platforms that are worth working with.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Articles on thematic sites
In any niche, there are many thematic media, portals, blogs and other resources that concentrate around themselves an audience with similar interests. On some, an article (with a link to your site) can be posted for free, the only condition is often the quality of the material, while on others this can be done for a certain fee.
Materials on such resources can not only generate user clicks immediately after publication, but also gradually appear in search results for relevant keywords. And this works not only to expand coverage, but also to increase the authority of the site.
Presence on blogging platforms
Examples of blog platforms include LiveJournal.com, Habr.com, but there are also simply popular resources with the functionality of personal blogs, where community members can publish articles. In the Internet marketing niche, these are VC.ru and Cossa.ru.
By publishing content on such platforms, you can take full advantage of their advantages, such as search authority and a large audience. Many companies successfully attract customers this way.
Social Media Profiles
In fact, everything is clear from the name. You can concentrate your efforts on just one social network, but nothing prevents you from creating official pages in all the main ones at once.
Minimal effort in the form of a simple repost of publications from the official website will be enough to get an additional line in the search results.
Google My Business and Yandex.Directory
In local search results, maps with business addresses are shown for multiple queries. From the search side, this increases the information content of the answers, and the business gets an additional opportunity for lead generation.
You can add your company to the maps by registering it in the Google My Business and Yandex.Directory services. And by filling in all the necessary data (description, address and photo), you can also get a beautiful informative card that the user will see for brand queries:
A good way to capture more attention from potential customers. And if we talk about regions, in some niches you can easily be the only business that is represented there.
Pages in directories and aggregators
There are directories of niche companies, business in general and sections with information about local enterprises on the websites of regional portals. On almost every such resource you can create a company page for free, and in regional search results such pages can receive quite decent traffic.
In addition to the company page itself, you also receive a mention on the page of a separate cluster in the same directory, etc.
It is worth spending time on writing a detailed and interesting description, adding photos, a list of services and other information important for potential clients.