Promotion of the Site in Different Cities of Russia

If your organization sells equipment with delivery throughout Russia, then you are undoubtedly interested in the question "what are our positions in Yandex"? That is, what the Internet user sees when he types in the search engine the words related to your products. How to make so that to the inquiry, for example, "crane scales in Kazan" your firm would be the first place?

The condition of the task is the following: your sales office is located in Tver. It is clear that to sell a standard 5-ton truck hoist, you do not need to meet the customer personally - in the modern age of electronic communications, all arrangements and legal and accounting matters are solved by phone, e-mail, Skype, etc. And the delivery is carried out anywhere with the help of transport companies. That is, it would seem - it does not matter where the sales office is, if you trade large equipment that you do not even touch.

But for the search engines, especially Yandex, the geography of your location is important. For most of the so-called "commercial requests", the regional belonging of the site is one of the most important factors of extradition. The basics of how the promotion of the site is done are described in the relevant literature, many tips can be found on SEO forums. At the same time, you can do everything correctly on the site - prescribe unique and selling texts, optimize everything you need, build up an external reference mass, but on demand "crane scales in Novosibirsk" you will never be highly ranked in this region, while your site belongs to the region «Tver». Because in TOP10 only 10 places, and in Novosibirsk and without you for sure there are 10 sellers of industrial scales.

This was a theoretical introduction. Now I will tell you about my personal practice.

Our trading company has 6 sites in different areas of equipment. The company has been working for 10 years, and the sites have gained a certain authority for search engines and in principle is well ranked by both Yandex and Google. But with the introduction of the Arzamas algorithm in mid-2009, positions and as a result attendance began to fall. One reason is the emergence of a regional component of the ranking of the issuance. In our region, we remained in the TOP, and in the cities-millionaires "hanging out" only in the first hundred.

We began to act primitively - we simply registered the names of the cities (such as "Most often our devices are bought in Kazan, Ufa and Samara"), but this did not bring any results. Further in the section "Delivery" we placed the addresses of transport companies in each city. The hope was that Yandex would "swallow" addresses and phones with the appropriate codes and automatically consider us to be theirs in these cities. Hopes were not justified. As it turned out later, this is even harmful for the site - so do many addresses of all transport companies from the point of view of the search engine - "non-unique content." Which is bad for the whole site as a whole.

Finally, the third idea brought some fruits - we began to buy on other sites links to our sites with anchors such as "crane scales in Lipetsk." This method gives a small regional traffic - in the event that a potential buyer is just typing in the search bar. But in cities-millionaires this method is ineffective, it is possible to rise, say, from the 98th position to the 25th, which has no commercial sense.

Having tried all the methods lying on the surface, we went to the "military cunning". Yandex defines the regionality of the site, as a rule, automatically by the content of the "contacts" section. If the site is in the Yandex catalog, its regionality is manually confirmed by the editors. And the site can be attached to 7 regions, provided that in these regions the company has real offices. For sites that are not included in the YaK region is determined in the "Webmaster" panel.

So this is the essence of the solution of the problem. Specificity of our company is such that all contacts with customers occur on the phone, therefore, it does not matter where physically sit managers. That's why we placed contacts of a large Ekaterinburg business center (where it's easy to get lost among hundreds of companies) in the contacts section of our website from Yakutsk and bought a city Ekaterinburg number for 400 rubles a month there. Call forwarding, of course, went to our office. I sent the application to the editors of Yakutia, in 4 days we were added the region "Ekaterinburg" and after 2 updates (approximately 2 weeks after the application was sent) absolutely all the promoted positions were requested from Yekaterinburg not only in TOP10, in TOP3! Naturally, I began to open "virtual offices" in all other large cities, traffic to the sites grew like a leap. However, when you add a new region, the positions on the others fall slightly, but this is corrected by the purchase of regional links (the same "xxx devices in Samara").

For sites that are not in the YaK, the path is completely analogous, just add the address to the "address of organizations" directory on Yandex.Maps. I do not advise you to put fictitious phones on them, only through call forwarding - the editors of the directory can actually call and check - they will even pretend to be the buyer and ask the price of some aggregate from your site.

Of course, all this seems dishonest. But on the other hand, who are we deceiving? The buyer in Novosibirsk wants to buy a certain device, which we can deliver to him. All the same they are made either in Moscow, or in St. Petersburg, or in China and it does not matter who will issue the transaction - a real novosibirets or someone who is closer to the manufacturer.

Therefore, I consider this experience to be quite successful and I can recommend such regional promotion of the site to all those who are interested in such results.