Search engine marketing

Abstract

The article considers the elements of Internet marketing. It is determined that search marketing is a search engine optimization and a modern method of site promotion by optimizing the resource for social networks. The classification of search queries is carried out according to the following features: query competitiveness, query frequency, query value, query geodependence, query regionality, query seasonality, query time of day. It is established that the sign of competitiveness of the request is divided into highly competitive, medium competitive, low competitive; the query frequency attribute is divided into high-frequency, medium-frequency, low-frequency; the degree of value of the request is divided into commercial and non-commercial; sign of geodependence of the request for non-independent and geo-dependent requests. The advantages and disadvantages of SEO and contextual advertising are found. Advantages of SEO are as follows: the presence of the site in search engines adds credibility and confidence in consumers; has good clickthrough rate; can show simultaneously several links of the same site in the TOP 10; in the long-term strategy the cheapest of all channels to attract traffic to the site; when you stop promoting the site, search positions are stored for up to 1 year; the effect of promotion affects all search engines; there is no threat to «convene» the budget by competitors. Advantages of contextual advertising are: fast traffic; full control over the ads and the ability to make changes quickly; independence from updates of search engine algorithms; the ability to set fixed daily budget, after reaching the set metric ads will stop running. The main disadvantages of SEO are: long lead times; change in the algorithm by search engine can dramatically affect the result; threat of sanctions against the site; it is impossible to predict the actions of the search engine in advance. The main disadvantages of contextual advertising are the following: the consumer understands that he goes to the company's website for advertising; when the money runs out, consumers will stop going to the site; in the end it can be very expensive; cost-per-click is constantly changing. The common disadvantage of these two elements is the lack of guarantees for the purchase of goods or services in any case.