SEO drifts to SEM


Studying materials on the SEO services market at the end of 2019, I was surprised to find that the topic of SEO freelance and its prospects was left out. You know that the entire industry as a whole is subject to rapid changes, and we are all wondering what might happen to it in 2019

About two years ago, talk of comparing these two strategies only began. Now it has become obvious that search engine optimization (SEO) is clearly drifting towards search engine marketing (SEM). Data analysts, published in the specialized press by the end of 2019, confirmed this concept.

Such a change in trends dictates completely different conditions in the work of specialists in the industry. The scope and quality of work required to achieve serious results has changed dramatically.

In regions where the search engine often lacks relevant answers for high-quality results, there will be quite a competent internal optimization to get to the top.

You understand that such a situation, of course, will be impossible in Moscow or St. Petersburg. Most likely, such a “discharging” of the TOPs will be some locomotive of shifting the emphasis and gaze even of some part of the seo-companies to the regions. With their experience, experience, bases (for some of the grid sites), it will be easy for them to achieve results in “light topics”.

The demand for quality services from small businesses is. However, a serious problem lies in the fact that small businesses are not ready or unable to pay adequate money to promote their products and services online.

Why SEO for the people?

The other day, advising the director of a large travel agency in Kazan, I heard a phrase that, I confess, upset me. The director said that he did not represent a local travel agency that is able and willing to spend 20-30 thousand rubles a month on promotion.

The average check for these services usually ranges from 10-15 thousand rubles.

In this case, what should SEO companies do to achieve an acceptable level of profitability? Is that to take the number of clients served. Are they ready to do this? We will see by the end of 2020 in terms of redistribution and market shift.

What does this situation leave to the average freelancer? We don’t take well-known freelancers, they always have a lot of work.

Most likely, good projects with good budgets will become less accessible. For freelancers who work according to the scheme: “some internal advertising and links” and who can no longer do anything, it will be hard, like similar offices.

However, with regard to those who have a good portfolio, the situation is much more favorable. Serious companies have long been willing to take on the remote work of freelancers. In 2020, this niche for the employment of “our brother” will grow, and professionals will be able to significantly win wages – however, having lost some freedom of action.

About artels, context and constructors

On the freelance market has always worked narrow specialists. In my opinion, in 2020, this picture will not change. However, customers of serious and long-term projects will not be scattered on the constant searches, negotiations and clarifications of TK for a large number of highly specialized performers.

What is the way out?

To put together certain “artels” for projects, inside distributing roles among narrow specialists. Nevertheless, due to possible contradictions within the mass implementation of such “gangs” while I see it quite difficult.

Of course, partly the artel principle has long existed in SEO freelance. I myself apply it, outsourcing copywriting, smo-smm and routine layout. But to put such a scheme on a stream actually means to turn into an SEO-office, only with a smaller amount of material costs.

Contextual advertising will become another niche for the possible application of freelancers in 2019 The cash flow will shift in this direction, and a good specialist will always find clients who want to correctly and optimally set up their contextual campaigns, increasing their effectiveness or reducing costs.

Website designers in the upcoming SEO-year will gain, if not a new life, then a second wind. How long will it last? It is difficult to forecast, but it is interesting to watch the process. One thing is quite certain: site designers will firmly occupy their niche of low-budget solutions. And if you are an expert in creating online stores on Amiro or sites on uCoz, as well as perfectly master the subtleties of the settings of these systems, you will not be left without work.

Who can help an SEO specialist?

Separately, it is worthwhile to dwell on the important assistants of all SEO-optimizers – tools and SEO services.

Back in 2019, many of them change and try to fit into the new market conditions.

I see two ways of their changes:

– reduction of costs and expenses due to reduction of personnel, input of investment programs,

– integration, merging with other services, increasing new functions and opportunities, more aggressive positioning.

An example of the second way is the system of buying and selling links from the main and internal pages of SAPE sites, which includes a number of unique services. SAPE recently significantly upgraded and expanded the functionality of its applications Pr.Sape, Wizard and Action.Sape, opened the possibility of placing links on social networks and announcing traffic links. The SAPE alliance with the SpyWords search query definition service and the emergence of a new tool for comparing the advertising opportunities of your competitors has become indicative. Although, in fairness, it is worth noting that to provide adequate analytics to this alliance, there is something to work on, because SpyWords simply have no regional base.

The same goes for SemRush. This is an interesting competitor analysis service that allows you to recognize keywords, advertising texts of rivals and the size of their costs. The service is interesting, introduces new features. At the same time, at the Fourth SEO Conference in Kazan, a representative of SemRush could not give me a reasonable answer about the inclusion of Yandex in the service functionality. This indicates either a small interest in the Russian market, or technical difficulties. In any case, without Yandex and Mail.ru, the chances of a great success of the service will be scanty.

Will abroad help us?

The fate of Western promotion tools in the life of Russian SEO-specialists stands alone. The conditions for their adaptation were not very favorable. Barely a tool for analyzing external links Ahrefs and the largest reference database MajesticSeo Russified and began to gain a foothold in the local market, as the hype with the links again “hung”. The current situation pushes them to merge with other services or a more flexible tariff policy. No wonder the link exchange Solomono has become part of Linkpad. Combining various specific services into new conglomerates will be the trend of 2019

Rookee’s automated website promotion and search engine optimization and self-automated website promotion services in the TOP10 of the search engines Yandex and Google SeoPult will probably move in the same direction because they have a lot to invest in.

Anxious for the service of the automatic promotion of Webeffector sites – what can it offer? How will survive in 2020? And the prices for the service of analyzing positions and monitoring the results of website promotion for SeoRate cannot be afforded by any freelancer.

Cheat? Not cool!

After the epic file with PF a couple of years ago, wrap-up services came back into fashion. I don’t like them, although maybe I “just don’t know how to cook them”. The MegaIndex promotion automation system performed very well, playing ahead of the SERPClick behavioral factors with the website promotion service, their tool for advertising campaigns in social networks SocialTask ​​appeared. I would like to hope for the intensification and further development of their projects Team and Freelance, in 2020 they can get their own, rather successful place in the market.

In general, the tendency of all services to provide a wider range of SEO services has already begun. In the future, I would like to receive from the developers even more convenient and inexpensive tools that do not revolve around links, but provide an opportunity to collect full analytics of projects with the ability to review and compare niches and competitors, and on this basis to build promotion strategies. Although with the cheapness of such services, I probably got excited.

And what about business?

Business in the beginning of the year will also have to globally decide and share on those who financially draw only SEO and those who choose SEM for themselves. And if earlier the battle of “reference budgets” was typical, now the “battle of budgets” will lead.

Owners of small wallets will have to be content with highly specialized, single services and methods, choosing between contextual advertising, e-mail newsletters, SMM, internal optimization and site polishing, offline marketing activities with the formation of a loyal audience (on TV and in print), etc. With such projects, customers will have to burn themselves more than once, running into those who will lure them with low prices and slip into fraudulent schemes, because with such budgets it is simply impossible to guarantee a result. Service customers will have to learn how to calculate the ROI and key performance indicator (KPI) in order to control the budget.

Customer confidence in the performers and understanding of the mutual benefits of cooperation in the future will play an increasing role. Already, a new wage rate for SEO specialists has appeared, based not on positions, attracted traffic or leads, but on the amount of work done in man-hours. It is not difficult to guess that he migrated from freelancing. By the way, as well as the tariff for the fact of a single work or service.

Results

No doubt, 2020 will be a good year for companies that will use an integrated approach in Internet marketing, will use new tools and a systematic approach, will think about prospects. This will require them to increase staff and attract more highly qualified employees, more time consuming to achieve goals. As a result, the average check for SEO services will grow.

Will a free spearman have enough time and knowledge? Will he be able to organize his work so as to stay afloat?

I made my choice. I’m interested in precisely the complex work on promotion. For development in this direction, it is necessary to constantly invest in yourself: improve the level of professional knowledge, buy books, attend seminars and conferences, be in the professional community for communication, be able to efficiently manage your time.

Expert opinion:

In my opinion, the author expressed a sound position. Some more flexible companies in the SEO market have already begun to change strategy and prepare for global change. A faceless link spam policy no longer works. My experience and audience response at conferences and seminars show that both customers and performers are now more interested in behavioral factors than reference ones. This will boost the demand for usability specialists. However, usability in the near future will be more likely not a separate service, part of the work package for promoting projects.

Ivanov Anton, technologist of the company “Optimism”, a leading teacher of the educational center of SEO-education “TopExpert”:

– Most companies currently use the services of freelancers. It is convenient, cheap and fast – of course, if you are lucky with the contractor. However, in the field of SEO for some reason, a completely different story. There are many customers who have a very limited budget for SEO services – 10-20 thousand rubles per month. And most of them start by searching for a wizard contractor. This cycle looks like this: freelancer => regional SEO-company => your “specialist” to the office => freelancer. It takes from one to three years until customers realize that they cannot master all the wisdom of SEO on their own, and all hired contractors are more like storytellers than specialists. In my opinion, with such budgets, the only correct way for a company is to hire a remote SEO specialist. However, this will not be an SEO specialist in its pure form, but a cross between a Project Manager, a usability specialist, a WEB analyst, a PR manager, an SMM specialist, a developer, and SEO itself. In fact, the company, hiring such a wagon, buys advice with a small set of jobs. He oversees the site and tells other specialists what needs to be done, as well as attracts programmers, designers and layout designers to improve the client’s site. He also provides fresh ideas on how to get an extra call or sale, speaking as a business consultant. Of course, the customer must pay for all these works separately. The main problem in this approach is to find such a person. There are very few of them on the market, and, believe me, not only companies-customers, but also SEO-employers are fighting for them. and something in between Project Manager, usability specialist, WEB analyst, PR manager, SMM specialist, developer and SEO itself. In fact, the company, hiring such a wagon, buys advice with a small set of jobs. He oversees the site and tells other specialists what needs to be done, as well as attracts programmers, designers and layout designers to improve the client’s site. He also provides fresh ideas on how to get an extra call or sale, speaking as a business consultant. Of course, the customer must pay for all these works separately. The main problem in this approach is to find such a person. There are very few of them on the market, and, believe me, not only companies-customers, but also SEO-employers are fighting for them. and something in between Project Manager, usability specialist, WEB analyst, PR manager, SMM specialist, developer and SEO itself. In fact, the company, hiring such a wagon, buys advice with a small set of jobs. He oversees the site and tells other specialists what needs to be done, as well as attracts programmers, designers and layout designers to improve the client’s site. He also provides fresh ideas on how to get an extra call or sale, speaking as a business consultant. Of course, the customer must pay for all these works separately. The main problem in this approach is to find such a person. There are very few of them on the market, and, believe me, not only companies-customers, but also SEO-employers are fighting for them. by the developer and SEO itself. In fact, the company, hiring such a wagon, buys advice with a small set of jobs. He oversees the site and tells other specialists what needs to be done, as well as attracts programmers, designers and layout designers to improve the client’s site. He also provides fresh ideas on how to get an extra call or sale, speaking as a business consultant. Of course, the customer must pay for all these works separately. The main problem in this approach is to find such a person. There are very few of them on the market, and, believe me, not only companies-customers, but also SEO-employers are fighting for them. by the developer and SEO itself. In fact, the company, hiring such a wagon, buys advice with a small set of jobs. He oversees the site and tells other specialists what needs to be done, as well as attracts programmers, designers and layout designers to improve the client’s site. He also provides fresh ideas on how to get an extra call or sale, speaking as a business consultant. Of course, the customer must pay for all these works separately. The main problem in this approach is to find such a person. There are very few of them on the market, and, believe me, not only companies-customers, but also SEO-employers are fighting for them. and also attracts programmers, designers and layout designers to improve the client’s site. He also provides fresh ideas on how to get an extra call or sale, speaking as a business consultant. Of course, the customer must pay for all these works separately. The main problem in this approach is to find such a person. There are very few of them on the market, and, believe me, not only companies-customers, but also SEO-employers are fighting for them. and also attracts programmers, designers and layout designers to improve the client’s site. He also provides fresh ideas on how to get an extra call or sale, speaking as a business consultant. Of course, the customer must pay for all these works separately. The main problem in this approach is to find such a person. There are very few of them on the market, and, believe me, not only companies-customers, but also SEO-employers are fighting for them.