Good afternoon, dear friends. Today, I would like to talk about comprehensive website promotion.
The foundation of comprehensive promotion is a high-quality website. Why focus on a website? Because I firmly believe that a website should be the cornerstone of promoting any product or service.
Promotion is Like a Tree
Think of promotion as a tree. Imagine a tree with many branches. Comprehensive promotion involves SEO to attract organic traffic, where users find your page, visit the website, and purchase your products or services or call you.
Another branch is pay-per-click (PPC) advertising, placed in search engines or on partner platforms. PPC works on platforms like Google and social media, but it’s essential to understand what you’re paying for — impressions or clicks. Social media marketing (SMM) is another vital branch. However, all these branches must have a root that nurtures them, and that root is your website.
When creating a website, we develop landing pages, which are essential for organic search to bring users in. PPC campaigns also require landing pages. Even in social media marketing, landing pages are critical because social media posts are fleeting, like water. A short post might not be exhaustive but should link to a website page containing comprehensive details: photos, videos, infographics, tables, and optimized texts. This page remains accessible, firmly rooted like a tree’s trunk.
How to Create a Website Correctly
Proper website creation begins with keyword research. Every product or service should have its own page, tailored with targeted keywords. Using tools to gather relevant keywords is essential, whether in Russian, English, Hebrew, Spanish, French, or other languages. This research forms the basis of a quality website, your primary promotion tool.
The key is to collect real user search terms rather than inventing them. Tools help generate lists of 500 to 3,000 frequently searched terms. These include high-frequency (short and popular), mid-frequency, and low-frequency (long-tail) keywords. Long-tail keywords are typically longer and more specific, like “buy a washing machine in Tel Aviv” or “headlights for Kia with the original number.” They are less competitive and highly targeted, often delivering better results.
Link Building in Comprehensive Promotion
Alongside SEO, link building plays a crucial role in promotion. It involves acquiring quality, trustworthy backlinks. This is an ongoing process, like content marketing, requiring regular updates with fresh content — articles, industry news, expert opinions, FAQs, reviews, and comments. Collecting and publishing satisfied customer reviews is especially important.
Don’t Put All Your Eggs in One Basket
The principle of diversification is key in promotion. You can’t predict which channel will perform best. Experience, testing, and analysis show that industrial products often sell better through organic search, as users trust top-ranked websites. However, marketplaces and social networks shouldn’t be ignored, as search results now include images, videos, and social media content alongside website links.
This emphasizes the importance of a holistic approach to online business promotion.
Author: Maryan Polyak
SEO Expert and Web Developer
