All website promotion methods fall into two categories: “white” and “black” hat. “Black” methods are based on spam — placing huge numbers of links via specialised software on external resources, plus mass messaging to ICQ clients and email. As a rule, using “black” methods leads to a search engine ban, so they shouldn’t be used.
All website promotion methods fall into two categories: “white” and “black” hat. “Black” methods are based on spam — placing huge numbers of links via specialised software on external resources, plus mass messaging to ICQ clients and email. As a rule, using “black” methods leads to a search engine ban, so they shouldn’t be used.
“White” website promotion.
SEO and search-engine optimisation. The goals of SEO: attracting as much targeted traffic as possible, boosting rankings, and increasing sales from the promoted resource. There are two types of SEO: on-page and off-page. On-page optimisation focuses on improving the site’s quality characteristics, while off-page covers the methods below.
Banner advertising — an effective way to attract targeted audiences from topical sites. Placing banners on off-topic resources is pointless — they won’t generate the necessary interest.
Pay-per-click advertising. The main networks: Google Ads, Begun, Yandex.Direct. The method requires substantial spend but significantly increases visitor and potential buyer counts.
Viral marketing. A costly and unusual way to ignite mass audience interest in a resource. Viral marketing’s defining feature — and what makes it so popular — is that users themselves carry and spread the needed information. For example, an interesting video spreads through the network at incredible speed and becomes popular in days. A quality “virus” gathers a million-strong audience.
Communities and social networks. A great way to introduce yourself to a large audience and get feedback. Distributed content resonates in topical communities and social networks, where the user gets the information they need while staying on their favourite site. Feedback lets you understand the user’s opinion about the resource.
Blog-based promotion — an excellent way to quickly and informatively present a resource to a wide audience. Depending on what the client needs, the blogger can either drop a simple link in a post or dedicate a whole article. Your own blog on the site provides feedback, which visitors always value.
Promotion via news and press releases. The main goal — use every information stream as another mention of the promoted resource. A reason could be, for example, launching a new service, running a promotion, or releasing a new product line.
Article-based promotion. Links in topical articles to the promoted resource carry more weight than simple paid links. A well-written, interesting article ultimately brings additional traffic.
Catalogues. There are many website catalogues online where you can submit a description of your site. This method is good for building general link mass.
Quality website promotion online is painstaking work using most or all of the methods above. Only by combining different methods can you get the result needed and outpace competitors.
