[00:02] deceive you, if the reports you receive from them raise more questions than if the results seem to be coming in, but they don't affect sales and other important business indicators, watch this video
[00:16] to the end. At the end, I'll give you a report that will help you dot all the that will help you dot all the i's and understand what's going on. My name is Pavel Mikhailov, I run a boutique agency, let's drink. We are engaged in
[00:29] comprehensive internet marketing with an emphasis on free traffic, that is, search engine promotion without preludes. I'll tell you straight to the point how SEO specialists throw dust in the eyes, as they say, don't we know? First, they draw up traffic figures, but
[00:43] thank God, today this is practically an atavism, but it practically does not guarantee 100% protection from this kind of professional lie. Roughly speaking, you can be given a report with fake figures that do not
[00:59] correspond to reality, but the good thing is that protection from this damage is quite simple. You just need to have access to Yandex Metrica and Google Analytics in order to compare the traffic figures from the report with
[01:11] Traffic indicators from an analytical system that collects them directly from the site. By the way, if you need information on metrics and analytics, information on metrics and analytics, write me in direct with the words metrics and I will
[01:25] not worked with these systems before, it will be extremely useful. In addition, the traffic in the report should be shown honestly. It also needs to be decomposed, that is, separated by source, separated by type of traffic:
[01:39] branded, non-branded, separated by device. These are mobile devices, tablets, and computers. This is necessary in order to understand where exactly what is happening and, most importantly, it is imperative to track behavioral
[01:53] characteristics, such as time on site, viewing depth, bounce rate, and conversion rate. These are extremely important indicators that allow you to understand how interesting your site is to users, and how likely they are to
[02:07] make transactions on it, that is, purchases, that is, bring you money. If SEO specialists do not include this data in the report, run from such SEO specialists because this data must be taken into account when analyzing the results of work for a
[02:20] given period. In general, it must be included in the report. Let's move on to point number two. In addition to traffic analysis, it is necessary to understand what specific requests this traffic is generated by.  There are two
[02:33] main categories of requests: commercial and informational. I think it is clear to you as a business that the traffic you want to attract must be commercial, that users who come to the site must buy something.
[02:46] Informational traffic, this traffic to articles, does not give the same result as commercial traffic. What is a commercial request? This is a request that contains the words buy, price, cost, in general, an indication that the user wants to purchase a
[02:59] product or service from you. To be fair, I will say that some commercial requests do not contain the words buy or price, but you can check such a request by entering it in Yandex or in the corner. If the results you receive
[03:13] commercial sites, then this is still a commercial request and you can take it into commercial request and you can take it into promotion. That is, in short, the requests by which your site is promoted must be commercial. If you have a
[03:28] commercial project, the next important point is that some SEO specialists can promote projects by non-existent requests. That is, they collect a list of requests for these requests, they are not popular and are not asked by users,
[03:41] but they promote your site by them. Judging by the report, the number of positions in the top 10 is growing, but this number of positions in Top 10 for queries that no one will ever ask, Top 10 for queries that no one will ever ask,
[03:55] check the popularity of queries. Instructions for checking queries and other materials important for getting into the top 10 are in my big promotion guide, Instagram. You just need to subscribe and write to me in direct "I want to be at the top" and
[04:09] send this guide. In general, it is imperative to ensure that queries are really popular, so that users ask them, otherwise you will not collect traffic. It is important to track the dynamics of demand in order to understand why
[04:25] specialists screwed up or because such a market. This indicator is tracked in Yandex Wordstat in the query history section. There is an obvious, representative graph by which you can understand fluctuations in demand
[04:38] over the past two years. We are moving forward. Queries must group is assigned a landing page that is promoted by these queries. It is trivially more convenient to analyze the list of keywords because there are
[04:54] really a lot of them. By the way, there should be at least five hundred queries if you are promoted by two or three, 10 hundred or two hundred. queries, this all doesn't work, you won't be traffic. In our promotion, we usually have projects with thematic cores, that is,
[05:10] with a list of queries for promotion of more than one thousand phrases, but only on such a scale can you provide real traffic and a commercially valuable result. Anything less works very poorly. Let's move from queries and
[05:24] works very poorly. Let's move from queries and traffic to the most important indicator, which is sales. If you don't have an end-to-end analytics system implemented, then most likely you're doing nonsense and don't understand which channel brings you how many sales for
[05:37] our clients. We integrate a solution based on roistat or similar services so that the client can clearly understand how much money they paid us and how much they earned on it. But without this, I think in 2021, there's no way at all. The last couple of
[05:51] in 2021, there's no way at all. The last couple of points concern the work. Some SEO specialists work for 1-3 months. Then the project grows by inertia, but it could grow much steeper if SEO specialists were involved in the project. If they
[06:04] constantly analyzed changes in search engines, changes made by competitors, and based on this, adjusted, developed, and the strategy, that is, there is no limit to perfection.  and it is precisely towards perfection that we must maintain
[06:18] our course, so be sure to request a report on the work done from your contractors and this report on the work done must contain screenshots of what was and what it has become because
[06:31] otherwise you will not understand what exactly was done and this is the most important thing besides the retrospective of what was done, it is important to understand what was done in the next 1-3 months, so ask your contractors for a work plan for the near
[06:44] future without this it is absolutely impossible to see the prospects and the horizon of work so let's summarize and I show you the ideal seeding report firstly, it contains reliable data regarding traffic this traffic is decomposed by
[06:59] different sources you understand where it comes from and in what volumes and also how the users who came to your site behave secondly we track requests these requests must have real popularity they must be
[07:12] commercial divided into groups and you must understand the dynamics of demand for each of these keywords point number three ideally you should have end-to-end analytics systems implemented so that you can track
[07:24] the dynamics of sales for each specific channel in particular  Fourth and fifth, SEO specialists must clearly report on what they've done and what they plan to do. Without this, you absolutely must keep your finger on the pulse
[07:38] with these guys. It really can't be any other way. In fact, the grateful that you watched this video to the end. So, my gift is not only an
[07:52] example of the best report, but also a checklist for working with a contractor. Subscribe to Instagram, write to me in direct, Pavel, report, and I'll send you all these materials. I'll be grateful for likes and subscriptions if this was
[08:06] truly useful, and ask questions. They will form the basis for plots for future videos. Good luck with your promotion.