---
title: 'SEO Website Promotion: Complete Beginner''s Guide to Search Engine Optimization'
source: 'https://youtube.com/watch?v=gOmCUxqgptg'
video_id: 'gOmCUxqgptg'
date: 2026-07-23
duration_sec: 1718
channel: 'Павел Михайлов'
---

# SEO Website Promotion: Complete Beginner's Guide to Search Engine Optimization

> Source: [SEO Website Promotion: Complete Beginner's Guide to Search Engine Optimization](https://youtube.com/watch?v=gOmCUxqgptg)

## Summary

This video provides a comprehensive guide to SEO (Search Engine Optimization), explaining how it works, its benefits for businesses, and a step-by-step roadmap for beginners. The presenter, Pavel Mikhailov, an experienced SEO expert, covers key stages like keyword research, competitor analysis, content creation, technical optimization, and link building, using a real case study of an English school. He also introduces GEO (Generative Engine Optimization) as an emerging trend for AI-based search.

### Key Points

- **SEO Definition and Benefits** [00:17] — SEO makes websites visible in search engines, attracting targeted traffic without ongoing ad costs. It provides long-term results, with articles staying in top positions for years.
- **SEO is Inertial but Cost-Effective** [04:33] — SEO takes time to develop but has a lower cost per lead compared to paid advertising. Traffic is essentially free once rankings are achieved.
- **SEO as a Career Advantage** [05:15] — Compared to other digital professions, SEO offers long-term client relationships, higher pay, and less subjective feedback. Average agency retainer is $3,500.
- **Six Stages of SEO** [10:16] — 1) Collect search queries, 2) Analyze competitors, 3) Create site structure, 4) Create content, 5) Technical optimization, 6) Build trust (reviews, backlinks).
- **Case Study: Easy English School** [12:32] — The site moved from page 8 to #1 in Yandex and Google. Achieved 17,000 clicks/month and 30-40 enrollments/month without ongoing SEO work.
- **Introduction to GEO (Generative Engine Optimization)** [22:56] — GEO optimizes for AI-generated answers in search engines like ChatGPT, Gemini, and Perplexity. It's a growing trend with high conversion rates (e.g., 7% from search vs 5% from ads).
- **Career Roadmap for SEO Beginners** [26:27] — Stage 1 (1-4 months): Assistant/freelancer, earn 60,000 RUB. Stage 2 (first year): Mid-level, 80,000-160,000 RUB. Stage 3 (second year): Senior/team lead, 200,000-300,000 RUB. Beyond: Agency owner with higher income.

### Conclusion

SEO remains a powerful, cost-effective tool for attracting targeted traffic, and its principles are evolving with AI. Beginners can follow a structured roadmap to build a lucrative career, starting with a mini-course and progressing to senior roles or agency ownership.

## Transcript

engine optimization (SEO) skills, perhaps go into employment or freelancing, perhaps build your own agency, perhaps boost your product or service with SEO, or develop a website for affiliate programs or advertising, this video will be extremely useful for you.
By the end, you'll have a clear understanding of how SEO works today and how it delivers results.  You will be able to start in the direction of your choice using the roadmap that I will give you at the end of
this video.  Let's go.  First, just a few words about me.  My name is Pavel Mikhailov, and I have been involved in search engine optimization since 2014. He started his career at Ashmanov and Partners, one of the oldest and
coolest agencies.  And today I am the founder of my own agency.  We have more than twenty employees and a huge number of Russian and foreign clients.  And we mainly make SOs.  My personal
income is currently 15-2 million rubles.  per month.  I am a co-founder of several IT companies, an expert for the Vedomosti newspaper, and an active teacher in my own courses for employees at Rankhix and at courses run by the Chamber of Commerce and Industry of the Russian Federation.  In general,
I have established myself as an expert in search engine promotion.  That is why, with a light heart and a full sense of responsibility for what I will say today, I stand before you here.  So, SEO is a way of working with
that these websites and the content posted on them are visible in search engines and are displayed as answers when users enter queries relevant to this content.  This means that a website without SEO is not very attractive.  The SEO website is
attractive and attracts the configured to select the site that best satisfies the
user's needs.  That is, if you have great content on your site, it works quickly, is optimized for mobile devices, for computers, your site will rank well, that is, appear in search results and
generate traffic for you.  This is cool, and this is what we should strive for.  How it works, actually, I don’t even know how to demonstrate.  Here is the presentation.  The user enters a query: English for 3-year-old children.  And in this
search results, the website of our client, the Easl school, is ranked in the first line.  We did some basic optimization for them, and they are still means that users enter targeted queries, businesses that respond to these queries
appear in the top search results, thus attracting traffic and earning a penny without investing in advertising.  And the most important thing is that they don’t pay us anything either.  We worked with them once , they are still at the top, they still
results.  In this context, SEO has enormous benefits for the client. Targeted, conscious traffic is attracted. We don't target ads based on interests; we target specific search
queries.  If search queries match our business, our products, and services, we promote them and receive absolutely relevant traffic.  SOshka expands its customer base in a very long
cycle.  Articles that reach the top, they sit at the top for, well, literally years.   There are more and more of them from month to month, and there is more and more traffic if you work systematically with this [music] channel. This whole story works without being tied to a
funnel.  It doesn't matter what and how you sell. There is demand, there are landing pages. These landing pages present information about your product in one form or another pages to attract users to a
webinar, you can subscribe them to your Telegram channel, or you can even have a separate cool video about affiliate programs on my channel .  I recommend watching it if you are interested in this topic .  That is, it doesn’t matter how
your business is structured, it doesn’t matter how your sales are structured.  SEO is a tool for attracting a relevant, conscious audience to your product.  Through articles and landing pages written for search queries,
SEO effectively addresses these key user queries.  Users are looking for information on your topic.  You create content, users come, get this information and say thank you. They also vote for you with money and pay
money for your products.  The audience is growing systematically, and all this bliss requires much less investment than paid traffic and advertising.  So there are only positives.   The only downside is that it is an
inertial tool.  That is, SEO is not developing very quickly, but we have the skills and competencies to speed up this process as much as possible.  A separate [music] plus is the cost per lead.  If you compare the cost of a lead from paid
sources such as Yandex, Direct, Telegram, VKontakte Ads, Meta, that is, Facebook, Instagram, the lead is quite expensive.  It is clear that the price may differ from topic to topic, but nevertheless it is always quite high.  SEO
is conditionally free traffic, meaning Yandex and Google don't charge us for our articles and commercial pages to appear in SEO for the keywords for which they were created. There are advantages for the performer too.  The easiest way
comparative table with other professions.  Reel makers and SMM specialists are literally in content slavery.  They need to post something every day.  Got sick, went on vacation, didn't post stories, your reach dropped, and
vacation, didn't post stories, your reach dropped, and you were forgotten.  Problem.  A targeting specialist or a specialist working with any other advertising account is constantly is, he works with an advertising budget. sometimes with a lot and constantly risks
losing it.  The error costs the client real money.  And even if there was no error, the auction may overheat, leads may become more expensive, and the client may be dissatisfied.  Problem: short collaboration cycle. Copywriter.  Copywriters in general are sad for
them these days.  With the dominance of artificial intelligence.  They work for low wages and are constantly under stress due to the customer's tastes.  This is not it, this is not true.  I don't like this verb. change this noun and so on.
The customer is always right.  And so is the work of a copywriter, but I'll be honest, it's thankless.  Web designer is again subjective and again short money.  Made the design, goodbye.  Look for a client to do the next one.  If
you commit to Naoshka, you work for months, sometimes years.  We also have clients who pay us for 3 dashes and 5 years.  Programmer: high start earning your first money. It's difficult, almost like higher mathematics,
only at the code level.  So, if we look directly at this pool of popular Internet professions, SEO looks pretty good.  A cool, valuable product, long-term money and no major budgetary responsibility.  There is no matter
of taste.  What you do works.  This is cool.  What you do works profitably.  This is even better.  Why shouldn't you pay? Of course, all projects in this world come to an end, but in my
experience, I see that digital specialists are paid more readily and for longer than other specialists.  Using our agency as an example, our check is around $3,500 for our services.  Uh, I don't remember anyone getting paid that much for setting up
ads.  The maximum I saw there was 1.80 rubles, that is, 1,000 dollars for the project’s establishment.  Moreover, SEO is much more cost-effective.   That is why I recommend this story.  It is not for nothing that we do it.  The
important question is: who in the market needs SEO?  A lot of people actually.  Literally any business whose product is in demand. You are selling Bengal kittens. If users search for them on the Internet, it makes sense to do SEO.  Hey, you're
selling real estate apartments in Moscow. Oh, huge companies are built on SEO. This is Can, for example, this is Avito, which collect search traffic.  If you provide search engine optimization services, SEO is also relevant to you
. If you sell courses, SEO will work great here too.  So, let's say you have an Excel course, and there's a huge are looking for Excel training, Excel for dummies, how to learn, and so on.  And this is something that
can and should be worked on.  Media projects, blogs, and purely advertising-based projects without their own products—they're all interested in search engine optimization gives them this opportunity , because in search engine
optimization, traffic is free.  There are costs for creating content and some technical work, but they are not comparable to the expenses you would incur if you were attracting traffic from advertising sources.  That's why SEO is a highly
question I'd also like to clarify is who needs to know how to do SEO, that is, who should be doing it at all .  If you're interested in promoting projects on a freelance or hired basis, you've come to the right place.  If you have your own website or an idea for
your own website and would like the site to attract traffic, you are also in the right place.  If you want to promote yourself, your expert, educational product, and earn money through affiliate programs, find us at the right place.
watch it.  There I explain that SEO is one of the top tools for attracting traffic.  Where should I drain it then?  Let there be a little intrigue in this video.  In that one, I talked about a
market segment with which we are actively working in partnership.  These are the criteria, these are the theses.  I think we can move on.  I think you'd be interested in understanding this with concrete examples, and actually getting your hands on how it all
examples, and actually getting your hands on how it all works.  So here I already mentioned the Easy English school, which we promoted.  Well, I have compiled this experience into this presentation and want to show you, using a specific project as an example, how
work is structured in C. The project was initially very problematic.  Few leads, lots of competitors.  Tried to launch advertising.  Was it advertised as costing 30,000 rubles? Space money.  The site could not be brought to the top of search
We approached this project as a team and conducted an audit. And now I will tell you what kind of audit this is, and how such work is generally carried out. Before we get to the meat of
the project, in general terms, just to form a framework for its further semantic and conceptual filling, let's look at how SEO promotion works.  There are six main stages. The first thing we need to do is
collect search queries that your potential clients will use to search for your business .  That is, if you are selling headphones, then these will be queries like buy headphones, buy AirPods,
buy AirPods Max, buy Boss headphones, and so on.  We collect these keywords and group them by meaning. I'll talk about query grouping in a little more detail later.  Next, when we see these keywords, we can
understand who we are competing with.  We take queries, go to Yandex Google with these queries , see who is already in the top 10, and compare our product with competitors in order to understand what we are missing, or perhaps what we have in order to
effectively compete with them for search results positions.   The next step, based on competitor analysis and query group analysis , is to create a website structure.   A
one page for Apple headphones, where all Apple headphones are presented.  For AirPods Max headphones, this search query creates a page that lists all the Max models we have for sale, and so on and so forth.  That is, we
need a page on the site for each such piece of search demand so that it can accept this demand .  Everything is very logical and simple, actually.  Next we create content. Again, we return to analyzing
competitors, looking at what content they have, creating our own in their image and likeness, but, of course, we try to enrich it, add our expertise, and make it more unique.  We work on the website technically to ensure it works quickly and
opens without errors.  We build trust and credibility for the site, order trust and credibility for the site, order reviews, and order articles on other platforms so that people talk about our site .  And thus,
from the point of view of search engines, we become a more trusted project and, as a result, receive higher positions.  This is the complex, six main areas of work.  And now I propose to transfer this complex specifically into the
subject plane of work with a specific site.  Let's return to the Easy English project.  Point A. When we came across the project on Yandex, searching for targeted queries like "English for children," " English for 5-year-olds," the project
was somewhere around the eightieth line in search results, meaning it was on page eight.  And then the situation at Google got even worse.  Low X-score for interest to either users or
search engines.  We did everything according to the instructions, according to the manual.  To begin with, we collected search queries.  We collect queries in an Excel spreadsheet, using services such as Yandex Wordstat, Yandex Webmaster, Google Search Console,
and additional support services.  These queries were grouped and broken down into categories, such as English for first-grade children, English for second-grade children, English for 3-year-olds, 7-year-olds, and so on and so forth
list of keywords, but a structured one, divided into groups. And we understood that in the future we would create a new landing page for each of these specific groups.  Next, we analyzed the product itself, compared it with our
competitors in terms of range, how many services, how many different packages we have, how much our competitors charge, reviews, ratings, service, information about the platform where the training takes place, and how the training is conducted.  That is, we uncovered
write about their product on their websites.  All this information was collected in the form of a report, and based on this report, our client was told: "On the service pages, you need to post such-and-such information: the
training program, a detailed description of the first trial lesson, reviews along with videos, packages, and so on and so forth ."  That is, we provided specific in order for these pages to rank for the target query.
to rank for the target query. After this, we, seeing all our semantics, all our queries, groups of keywords, wrote out the structure in detail.  And so, for those clusters that I already described, such as English for children from scratch, for
such as English for children from scratch, for children aged 3-5, and so on, we created a separate page for each group of queries , added filters and tags to make it easier for users to search the site for what they need.  But, to
be honest, almost no one searches on websites these days.  Therefore, the main thing on websites is to simply have these pages so that they appear in search engines. search specifically for what they need, English for 3-year-olds, the search engine
would throw up our page simply because we made sure we had one , and because we made sure it was cool, informative, interesting, and useful.  That is, this is the mechanics, this is how
it works.  Next, in addition to commercial blocks, we were interested in understanding what kind of informational content our audience was interested in. We found queries like "pronouns in English for children," "counting rhymes in
English for children," and we also wrote a bunch of cool, interesting articles for informational queries and posted them on our blog. Thus, we processed commercial queries using service pages when
training.  On the other hand, using informational queries that are also asked by the same interested audience of parents who want their children to master English.
Articles can be written in different ways.  If you're interested, you can do it yourself, you can hire a copywriter, you can generate it, but you should be careful with generation. There are some nuances to ensure that this text ultimately actually
works and attracts traffic.  The next block is technical improvements.  We've optimized the site so it opens faster, loads faster, and works faster for the user.  We have removed duplicate pages and broken links.  That is,
everything that was not optimal, we fixed and configured so that it worked well.  And here I want to make an important remark.  Many people are put off by the SEO profession because they think that to be an SEO specialist, you practically need to be
a programmer.  Not at all. All these technical improvements are implemented either by a programmer on the client's side, or, if you have your own agency, by a programmer from your team.  As an SEO specialist, you
don't need to learn, optimize websites, make them faster, remove duplicate specialist's job is to come up with a checklist like this.  Using this checklist, check the site , identify, and detect [music] everything that is not optimal and that is not working well, and
submit the information in the form of a report so that specially eliminating these problems.  That is, for an SEO specialist the task here is very simple.  Programmers often simply don't see these errors.  We act as a
kind of consultant who comes, takes the pulse, conducts other measurements and forms specific recommendations on what the client needs to do.  That is, everything that concerns analytics, when we look at competitors, collect requests, yes, we
do this manually, but everything that concerns working with the site, preparing texts, we create technical specifications, and other performers ultimately help us promote the project .  So from this point of view, the work of an SEO specialist is not that
difficult.  The last block is increasing trust.  Here we used two tools: working with reviews and external links.  We encouraged clients to leave positive reviews and organized external links so that
promoted project, directories, and catalogs, where we would post information about this school that runs English courses for children. Ultimately, what was the result ?  We took first place in both Yandex and Google
. We still have amazing positions and are ranked well, even though we don’t work with this project.  That is, the problems we solved provided the site and business with tremendous stability.  Currently,
and business with tremendous stability.  Currently, month enroll in lessons at the school.  Yes, it may not be much, but the project is not a sham.  And most importantly, the client the site simply exists, and the site functions as an asset.  Users come there themselves,
see what services are available, and submit requests themselves.  17,000 clicks were recorded in September, and these sales are without funnels.  That is, there is simply a page on the literary form’s page, sign up for a trial lesson.  The user
signs up, comes to a trial lesson, the client is happy, and it really works really well.  We also have larger-scale cases at our agency.  We projects, but I wanted to show something simple and elegant so that
you could understand the key logic without unnecessary complications .  And I think I've accomplished my task and been able to show you how everything works.  It is obvious that behind each of these points, behind each check, there is a huge depth.  And in order to
SEO specialist, it’s not enough to watch one video on YouTube.  You will have to turn over a large layer of information yourself, or you can follow a different scenario.  I have a great introductory mini-course on SEO promotion.  It is
a concentration of not only my ten years of experience, but also the experience of my team.  The course contains five full-length video lessons.  Once you master them, you'll learn how to use SEO to solve your business's traffic problems.  You won't just understand how
search engines work, but you'll also create and publish your first content and see for yourself how certain actions you've taken yourself produce measurable results.  By the end of the mini-course, you'll have your first
get started on your own projects or find employment.  I'll tell you just a few more words about the course , and then we'll move on to the bonus sections.  So, the course consists of five lessons.  The first lesson on how SEO promotion works.  We will look at
how the search algorithm functions in general and how to work with semantics.  You'll be able to select queries for your training niche and evaluate demand for these keywords to determine whether the effort is worth it .  In the second lesson, we'll
conduct a competitor analysis and create a content brief, which in the third lesson will involve writing or generating articles capable of generating traffic from search engines.  In addition to content creation, we'll
see which platforms we can post on, and get it posted. Lesson four - conversion.  SEO is not just about rankings and traffic, it is about solving business problems.  Therefore, here it will be important for me to
tell you how to most effectively transfer traffic from articles and commercial pages into the funnels of our clients or into the funnels of your clients or onto your own product.  That is, to squeeze out the best from
the solution of business problems.  And the last, fifth lesson is devoted to scaling.  There I will tell you how to move from individual articles to systematic work, to big results, to big victories.  There we will touch on aspects of technical SEO,
usability, talk about GEO, promotion, and artificial intelligence.  In short, this is pure meat, and I highly recommend purchasing this course.   There's generating SEO content using artificial intelligence.  For those with a
curator, you get free access to our Diagen service, which is incredibly helpful for generating sales copy.   And , accordingly, for the tariff with a curator, bonus limits will be accrued so that you can create your
first texts.  In general, it would be foolish to ignore the topic of artificial intelligence in 2026, so the mini-course includes such a block. Actually, it costs only 890 rubles.  My goal here is not to make money, but to
truly benefit the market and show how the tools benefit of ourselves and our clients. Ultimately, my interest is in creating a team of top-notch talent, with whom I might later work
on arbitration projects through partnership programs and within my own agency, because we constantly have a market demand for top-notch employees.  Total: 890 rubles.  and access to an awesome mini-course is yours.
The link is in the profile description, as they usually say.  In short, yes, there is a course lying around there, grab it from the link, start learning and achieve your first [music] with the mentorship of a strong, cool team.  And we move on.
Today I really wanted to talk not only about SEO, but also about GEO.  GEO is a new trend, a new word in search engine promotion.  This is a set of measures aimed at ensuring that promoted entities, individual experts or
companies, increasingly appear in artificial intelligence, in inserts in Yandex and Google, where you can now get an answer using Inkretno in AIs like Chat GPT, Gmini, Preplexity, and so on.  Many in the market now do not
understand how to manage this, but we, thank God, have learned.  And for our clients, GE promotion is even more valuable than SEO promotion, because the traffic is just as free.  There is still no advertising
budget, which results in high profitability.  But the thing is that now users trust artificial intelligence more than themselves, more than mom, more than dad, more than anyone.  Therefore,
the traffic that comes from and to the websites of our clients and partners converts very well.  And we have accumulated a colossal number of cases in English-speaking markets, in Russian.  And it is obvious to us that the
share of traffic in search is falling. Users are transferred to Iishka.  In this regard, when doing SEO, it is important not to forget about GE.  SEO is not dying.  This is a cool, powerful web search pattern.  This is one of the best ways to navigate the
internet.  But in addition to the use of search engines, the use of artificial intelligence is also added. And all these things, all two of them, they work really well together.  We're feeling great right now, both in terms of search results and our
clients, because we did great, well- thought-out SEO.  And the rules of the game are approximately the same there.  I'll be releasing a video on my channel about GO promotion, where I'll talk about the differences, but in essence, you need to understand that both GE and high-quality SEO are
very similar.  In this mini-course, we also focus on GO, so that's another reason to grab it using the link in the video description.  Well, actually, about the cases. I already showed a screenshot from the Priplexity search results.  And this is
data from YandexMetrica.  We are promoting a programming school, which has a steadily growing number of transitions from part of the application from month to month.  And if you look at the conversion figures, then the conversion rate from search engines is
7%.   The conversion rate from ads is generally not half a 5%, a microscopic conversion rate into sales.  And against this background, GPT chat looks like a gigachat with a conversion rate of 2% or
motivated traffic that people buy much more willingly than traffic from [music] other sources. In 2026 and beyond, when doing SEO, never forget about artificial intelligence.  It will
help you not only create content, but also attract an audience and the projects you work on.  In general, GO is not a new problem; it is a natural [music] And here, actually, are more screenshots
of the application from the GPT chat for a trial lesson at the Antara Children's Academy.  Uh, our Head of clients is very happy, like in one week two clients from a large
Ecom signed up for their services, and they have very high checks.  Uh, the project is in the processing field, which means they are in completely different niches.  completely different cases that speak of the same thing.  This story works, and it’s a trend that’s emerging right
now and that we need to catch up with in order to move along with it and develop further.  If all of the above is listed, summarize it in the form of a plan for starting from scratch.  If you're fired up by the idea of mastering SEO skills
and developing yourself in some way, using these skills, what plan would I suggest for starting from scratch?  The first thing is to complete a full training course and get a job as an assistant or take on your first freelance projects.  The duration of this
freelance projects.  The duration of this stage is 1 dash 4 months.  The stage income is not high, but nevertheless, to fly out of the blue into the 20th tier costs 60,000 rubles.  That's not bad either. Over the next few months
during your first year in the industry, it's entirely possible to grow to a mid-level SEO for hire or take on more projects based on your case studies with higher based on your case studies with higher payouts, reaching RUB 80,000 to RUB 160,000.  By
the end of the second year, you can rise to the rank of senior or raise your salary even higher, hire assistants and technical specialists, train them and earn around 200,000 to 300,000 rubles.  per month. On the horizon there are two years or more.  A realistic
goal is to become a team leader in an SEO team, if we are considering the hiring track, or to launch your own agency and numbers I had.  I clearly understand how to reach them.  Now my
numbers are, of course, much higher, but this is the result of long, long years of this is the result of long, long years of hard work.  And not everyone needs to move in this direction at all. Everyone has their own goals, their own understanding of
Everyone has their own goals, their own understanding of comfort.  I see this picture.  And after completing my mini-course, you, together with me and my team, can together with me and my team, can reach each of the stages and even higher,
if this goal ignites you, if you want to strive for it.  That's all from me .  Thank you very much for watching this video to the end.  Be sure to subscribe to the channel.  Cool, interesting videos are released here .  Give a like if
any questions, write comments, which I will definitely answer.  That's all from me.  Thank you.   Bye .