During this time, I have met entrepreneurs who could spend hundreds of thousands over a year on
promotion without seeing any result.
The point is that it is difficult for the customer to know whether they are dealing with a normal
professional or a fraudster. That's how you know you want to cheat.
Working on mistakes
We have made some changes in the article after it was published.
The main change is that we have removed the factual error. The main principle of promotion in
Yandex is relevance, not behavioural factors.
The rest of the changes were not so major – the author added some new conclusions and formulated
his position more precisely in several places.
Read more at
SEO (from the English search engine optimization) – is an action that is done to the site to make it
appear higher in search results. Type any phrase in Yandex – and you will see a dozen pages of
results. Seo-experts help to ensure that the client's site for a particular query appears higher in
searches than the competition.
Basically, SEO specialists help to improve the interface and content of the site and make sure that the
site meets the requirements of search engines – for example, Yandex. In the wild days when it all
started, there was still tambourine dancing, such as artificial link-buying, popularity boosting and
much more. Now the industry is becoming simpler and more boring.
At the time of writing this article, the main principle of promotion in Yandex is – in the first place are
displayed sites that best meet the query of a particular user. This is called "relevancy": robots
determine whether most people are satisfied with how a site answers their questions, and based on
that information, the site's position in the search engine results.
The job of a SEO can be compared to that of a doctor. Patients pay for surgery, but no one can
promise them a cure. In SEO, too, you cannot guarantee results. So here it is a matter of luck: either
you will find guys who honestly "cure", but can not give guarantees because it is impossible, – or the
"black" SEO who live a life of deceit. Let's talk about the latter.
Manipulation as a way to get clients
Seo manipulators use manipulation as a way to squeeze an order. A SEO-agency manager comes to a
potential client, lays 20 sheets of technical errors on his desk and says: "We checked your site
through a special service – and found a million errors! Your specialists don't know what they're doing.
This is an independent opinion, not ours. But we could help you, here's the contract".
An emotional client signs an agreement with the company. But in reality there are either no mistakes
at all, or they are not as bad as the manager describes.
How to recognize and what to do. If the manager brought 20 sheets of mistakes and did not explain
which of them are critical and why they are so – beware. Consult their experts or order an external
audit. Or do nothing at all, if you do not want to do seo-promotion right now.
Many automated systems that analyze websites have actually been invented by SEO specialists to sell
their services. Their tactic is to overwhelm the client with the amount of incomprehensible
information and the words "site error". To do this, they cram very strange parameters into services.
The most ridiculous one I've come across is the ratio of text to code on the page. The
meaninglessness of this metric is beyond me.
You shouldn't even rely on Google's service. It generally provides useful advice, but you should not
follow it unconditionally. For example, the algorithm may advise to reduce the image by 10 bytes to
increase the speed of page loading. But this is like pouring a spoonful of cement from a bag and think
that the bag became lighter.
Promises are not reflected in the contract
A common situation – the client is promised to raise the site in prominence, but in the contract, this
promise is not fixed: no specific work, search queries, desired outcome and timing. Instead, they use
vague language: "we will work on the promotion", "will contribute to finding the site in the top of
search engines" and so on.
What is the threat. After six months, the site will not appear on the first pages of search engines. The
director will take the contract and go to deal with it, but in response he will get: "We promised in the
contract to contribute and contributed, and the rest is not our problem. Yandex changed its
algorithms, we are not responsible for the actions of third parties".
How to recognize and what to do. Managers make bold promises: for example, they guarantee that
six months later the site will enter the top 10 positions Yandex on your requests. But these promises
are not enshrined in the contract.
So there are two pieces of advice: don't believe the experts who promise the mountain of gold, and
set out all their promises in the contract.
Here's what's worth specifying:
A list of keywords for which the site is being promoted.
The expected result – for example, the site will enter the top 10 positions. If you are just starting to
optimize the site, this is an adequate result.
The work to be carried out. They are often drawn up in a supplementary agreement, because first
there is an audit of the site, and then it becomes clear what work is needed.
Timing of the work. You can not guarantee the result, but you can guarantee that the work will be
done, which should help to achieve the result: developed and implemented a new design, made by
the product filter and others.
The site is promoted by queries dummy
Sometimes SEOs offer the client to promote the site for dummy queries: for example, "buy cheap
plastic windows in Korolev at night" and "buy cheap high-quality plastic windows inexpensive
Mytishchi. These are beautiful queries, but if you examine "Wordstat", it turns out that they are
almost never searched.
What's the risk. The site will go to the top requests, which no one uses. The customers it will not
How to recognize and what to do. By eye – no way. The ideal – to take a break and check your own
queries, which offer to promote the site.
If there are few queries, they can be checked manually through the service Yandex "Wordstat. It
shows the frequency – that is, how often people are looking for a service for a particular query. If
there are many queries, you can ask a third-party specialist to check them.
Here's how to check the frequency of a query on Yandex Wordstat yourself. There are three ways,
but only the first two are suitable for our task:
Enter the query in inverted commas and put exclamation marks in front of each word: ""!plastic
!windows !to buy"". You will know the exact number of people who have used this query in the past
month without any errors. It is better to check the keywords for the site promotion in this way.
Enter the query in quotes and get the frequency of your query with different word forms. If you are
checking the query "plastic windows to buy", then the query "plastic windows bought" will also be
taken into account. This, too, is a workable way to check keywords for website promotion, but a little
You may also enter a query without any special characters – you will get the frequency of this query
and any queries containing your phrase. If your query is "buy plastic windows" – it will include the
query "buy cheap plastic windows in Korolev at night" and even "buy plastic windows without
registration and sms. This method is not suitable for our purpose, and if you use it to prove that you
are right seoschnik – you are fooled.
In my city in the first case, "Wordstat" gives 13 hits, in the second – 17, and in the third – 391. That is,
the entrepreneur plans to invest in the site, thinking that 391 people are interested in his products,
but in reality there are 13 of them. He expected to sell 100 windows, but sold one.