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A few years ago people asked for website promotion much more often than now. This is not related to the pandemic, but began much earlier - from 2013-14. Then search engines began to actively announce a decrease in the importance of link ranking, and entrepreneurs began to look for new channels for promotion, for example, social networks. Advertising on social networks has become more attractive, and platforms such as Instagram and others have begun to attract the attention of entrepreneurs, for whom previously the only way to express themselves was through a website and SEO promotion.
I came across this around 2011 when a potential client reported that he was receiving good leads through a social media group. At that time, I did not attach any importance to this, but every year there were more and more such examples. Clients began to contact our agency with questions about whether we were promoting groups on social networks such as VKontakte or Facebook. This was back when we only offered search engine SEO.
As I mentioned in a previous article, since about 2013 there have been major changes in the field of website development. We are talking about the need for adaptive design. If at first the development of a mobile version of the site was limited to the creation of subdomains (for example, m.site.ru), then soon everyone realized that everything needed to be adapted: sites for tablets, mobile phones and any other devices. It was from this moment that material design blossomed - a style that became an ideal solution for creating universal interfaces that adapt to different screens. Without adaptation, the site turned into an unattractive picture, and minimalistic design became the standard for many web developers.
The cost of website development has increased significantly. If in 2012 we could make a unique website with integration for 50 thousand rubles (25 thousand for a designer, 25 thousand for a programmer), then this year updating the same project cost us 280 thousand rubles (80 thousand - designer, 80 thousand - layout designer, 120 thousand - programmer). The project, of course, has expanded significantly, but the difference in cost is impressive.
Since the dawn of SEO, in fact since the early 2000s, the industry has been faced with the problem of the existence of scammers. These can be either single freelancers or entire agencies with big names. One thing is important to them: to get as much money as possible for promises of growth and promotion. Such companies often work on the principle of mass production: minimum price, but for the maximum number of clients. This, in turn, reduces trust in the entire industry.
Meanwhile, search engines are becoming larger and require more and more funds to finance their many projects in various fields. In order to support such projects, search engines began to expand advertising units and increase the number of advertisements on their pages. As a result, ad units have become indistinguishable from organic search results, all aimed at making money from advertisers.
With the increase in advertising positions on search engine pages, even if your site ranks in the top positions for high-frequency queries, you will not receive the traffic you expected. Ad units take up most of the screen, and organic results are only partially visible. This leads to a significant drop in clicks and referrals to organic pages, while advertising receives more and more attention.
SEO as a tool has not disappeared, but it has changed significantly. It has become more expensive, and many entrepreneurs either do not want to acknowledge these changes or try to ignore them, continuing to work with a lower budget, like in the good old days. As a result, they are moving away from SEO and choosing other advertising channels. The rising cost of website development and SEO promotion also contributes to a reduction in the number of clients in this niche. In addition, numerous scammers and the greed of search engines make SEO less attractive.
If you have any questions about SEO promotion, do not hesitate to contact our SEO studio "SEO COMPUTER" for advice. We will help you develop a promotion strategy that is right for your business.
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