Website development, SEO and promotion
A company's online presence opens up unlimited business opportunities. At the same time, working online comes with challenges. First of all, you need a digital marketing strategy that takes into account your goals, current and future tasks, the level of competition in your target segment, your development budget and other factors. Among the tools for achieving strategic and tactical goals in e-commerce and branding, the website is the foundation.
Website development and promotion are essential for reaching your goals. Developing the project, launching it, adding promotion tools, studying analytics and other activities are all part of digital marketing. Top management can put together an individual set of digital tools with the marketing department, or a full-service agency can run the digital project on an outsourced basis. For one-off projects, you can also use a specialised agency, which sometimes makes sense. For example, Facebook and Instagram promotion is offered by freelance SMM specialists and studios focused on social media. If you plan to sell or build your brand only through social networks, an SMM studio can handle the project. The main thing is to trust your project to a contractor with an impressive portfolio of successful work.
E-commerce doesn't require renting large retail space, finding a high-traffic location, paying for security, a large staff or many other expenses. Naturally, this appeals to business owners. The money saved can go into advertising and promotion. Each digital tool has its own features and end goals, so the choice should reflect the business's strategic and tactical tasks. At the same time, promotion methods should match the company's field. For example, brand projects, beauty industry products and services and trendy goods (clothing, accessories, all kinds of gadgets) are effectively promoted on social media by segmenting the target audience by specific criteria.
To grow projects through social media, consider agencies' offers for comprehensive SMM in Lviv and/or other cities. This work improves a business or brand project's performance in these areas:
- building and maintaining brand loyalty
- communication with the target audience (useful content, advice, feedback, engagement, repeat sales)
- audience growth thanks to the popularity of social networks:
- 2.5 billion Facebook users worldwide and 14 million in Ukraine
- 1.3 billion Facebook Messenger users worldwide; 8.7 million in Ukraine
- 1 billion Instagram users worldwide and 11.5 million in Ukraine
Globally, about 3.5 billion people use social media, and the numbers are expected to grow with the spread of mobile devices and mobile versions of social networks. Statistics for the first quarter of 2020 show wide consumer reach on global social networks and once again confirm their growing popularity. In particular, in the first four months of 2020, Facebook's Ukrainian audience grew by 1 million users, from 13 to 14 million.
Targeted advertising is a separate area of SMM. Through Facebook Ads Manager, you can currently reach a Ukrainian audience of 19.5 million users. Company managers can set up campaigns themselves, but to hit the target audience more precisely by personal characteristics and consumer preferences, it's better to order the service from a digital marketing studio or a full-service web studio. Specialists always start by assessing the product, segmenting the audience and drawing up a work plan. Since Ukrainian audiences prefer Facebook and Instagram, ads can be placed on one or both channels via Facebook Ads Manager. If the budget is limited, a marketer or targeting specialist will help choose the best channel. Each social network's audience differs, from age to behaviour patterns. For example, Instagram and Facebook are growing through different age groups: new users of the photo app are mostly aged 19–27, while Facebook's growth comes from users over 40.
Optimisation and Google Ads in Lviv
Digital marketing isn't limited to viral content and popular social media posts. People mostly search for products and services on Google. There are two main channels here, which in the digital services market you'll find under requests like order search ads setup and promoting a website to the top in Lviv. The optimisation and promotion programme is built around the client's requirements, the software's capabilities, the budget and so on.
Online, "optimisation" is primarily associated with SEO (search engine optimisation). In this area of digital marketing, the SEO specialist focuses on how search engines — their bots and algorithms — perceive the client's website. The key task is to create a positive perception by Google, which ultimately shows in the rankings, i.e. the site's position in search results for a given keyword or phrase. Rankings that rise after each search engine update (new algorithms) show that the off-page optimisation strategy is right and the basic SEO requirements are met.
If you want to order SEO in Lviv, assess the website's current capabilities (if you have one), the competition for the keywords you need and the time frame for results. These indicators will help estimate the scope and cost of the work from the start. The budget and timing also depend on the goals of the current Google campaign. In general, for any business segment, SEO tasks fall into 2 groups:
1. Rankings and conversion:
- reaching the top for priority keywords;
- increasing website conversion.
2. Traffic and visibility:
- steady monthly traffic growth;
- increasing the site's visibility in search.
Website development as the foundation for optimisation
Clients quite often ask web studios to get their corporate website or online store into Google's top results for a group of priority queries. The digital company's specialists then audit the site and draw up a work programme. The analysis often reveals gaps that hurt the site's rankings. In that case, on-page optimisation is recommended first, followed by off-page work. When a new project starts with building a website, a development and promotion agency takes search engine requirements for code, content, backlinks, usability and other important parameters into account from the outset. So it's important to think about where to order a website — from an individual IT specialist or a full-service agency.
Choosing a contractor for search promotion deserves special attention. Remember that promises of quick results are most often made by black-hat SEO practitioners using doorway pages, cloaking, link bombing, satellite sites and so on. These methods grossly violate search engine rules and, after a short-lived rise, ultimately risk getting the site blocked. Given how appropriate each tool is, specialists recommend ordering promotion from full-service digital agencies. Such companies value their reputation and won't use prohibited methods.
A web studio in Lviv: how to choose
The foundation of successful online growth is the right type of website, well built. An agency with a good portfolio and real experience will offer you the most effective website for your needs and project. It could be an online store, a portal, a landing page or a corporate website on WordPress or other platforms.
As explained above, developing and launching a website are only the first steps to conquering the market online. After that, all efforts should go into awareness and popularity — both among customers and in search engines. Here you should be offered competitor analysis, strategy development, visual identity and brand book design, SEO, crowd marketing and SMM.
Pricing policy is important for any client. Of course, the budget should be discussed at the start, even if you trust the contractor. That way there'll be no unpleasant surprises if the cost turns out much higher than expected. The budget includes all work agreed in the contract, including design, front-end development, the domain, strategy, content creation and other necessary services.
If you have questions about development, online advertising or website promotion, the digital professionals at Cyborg Studio are always ready to answer!
