Risks by search optimization of an Internet - site

Internet - marketing Risk - the integral party{side} of human activity. We are surrounded constantly with risks: when we sit down a rudder of the avto we risk to drive in back of automobile sharply braked before us when we late come back home on dark street we risk to meet crowd of teenagers which will necessarily ask "to smoke{light}" and even when we untwist a site in the Internet we collide{face} with some risks.

In this clause{article} I shall try to illuminate risks which can come{step} at promotion of an Internet - site: their reasons, a consequence, methods of decrease{reduction} and the sanction. Risks can be classified differently. Any classification of them is conditional enough. In given clause{article} I klassificiruju risks on 2 categories:

1. The technical risks connected to features of search machines.

2. The nontechnical risks connected to mutual relations with customers and competitors.

Technical risks (risks connected to search machines)

1. Risk of an interdiction of a site to indexation by search engines

The interdiction to indexation of a site by search machines or entering into " the black list " is one of the most important risks at promotion of a site.

The reasons: as a rule, the promoted site is brought poiskovikami in a ban-sheet for any essential infringements of rules of search engines.

Consequences: consequences of an interdiction to indexation for the majority of sites are very unpleasant, as the majority of Internet - resources receives the basic share of traffic from search machines (first of all, from a Yandex and a Rambler). The unpleasant moments a little:

* First of all, qualitative traffic (especially in the event that your site has got in " the black list " a Yandex) considerably falls.

* You should spend a lot of time and nerves (at whom they are) to achieve the distinct answer from a support service and not the fact, that you will achieve the answer.

* The site will be returned in a database poiskovika only after full elimination of the centers of a spam and not at once. The Yandex repeatedly considers{examines} a question on inclusion of a site in an index in a month.

Methods of decrease{reduction}:

1. Use only "white" ways of promotion of a site

Such methods are in detail enough described in G.Ostashevskogo's clause{article} [1]. The main complexity will be, that there are no precise criteria of what methods to consider{count} dozvolitel`nymi and what no. Item{point} 3.5" of the License " a Yandex [2] does not describe all forbidden ways of promotion of a site so, supposes double interpretation.

2. Attraction to jobs on search optimization (promotion) of a site of the known specialized organizations

As a rule, such organizations try to not apply the forbidden methods of optimization of sites. However even they cannot give 100 % of a guarantee that your site will be always present at an index of search machines and will not be zabanen.

3. The complex approach to advertising a site

It is not necessary to go in cycles only one poiskovikakh. At advertising a site it is possible to use and other tools:

* Banner advertising,

* Contextual advertising,

* Advertising on specialized resources,

* Publications of press releases,

* Accommodations of price-lists on specialized portals,

* Carrying out of PR-actions.

If already in your site have brought to the black list poiskovikov in the unique correct way will return it{him} in base poiskovika polite and correct pokajannoe the letter in a support service: addurl@yandex.ru - for a Yandex, search.support@rambler-co.ru - for a Rambler. In case of operative elimination of the centers of a spam, your site can be switched repeatedly on in an index approximately in a month, after hit in a ban-sheet.

2. Risk of change of algorithms of ranging by search engines

The reasons: search engines constantly improve algorithms of search with the purpose of improvement of quality of delivery.

Consequences:

* Decrease{Reduction} in traffic from search engines (both on vysokokonkurentnym, and on nizkokonkurentnym to searches).

* Falling in delivery on a number{line} of searches.

* Growth of discontent of the customer, is possible{probable} leaving{care} the customer.

Methods of decrease{reduction}:

1. The qualitative optimization of a site focused on set of factors, job above a site and a content. Qualitative optimization is meant as laborious job above all factors: the analysis of an audience, an exchange of thematic links, optimization of tags on pages, registration in significant for this or that poiskovika catalogues (a Yandex. The catalogue, DMOZ, etc.), expansion of a content.

2. Application of the complex approach to advertising an Internet - resource (it was described above).

3. Research of new algorithm, revealing of factors of ranging, optimization of a site under new algorithm of search.

4. Forecasting possible{probable} changes in algorithm of the search machine.

Nontechnical risks

1. Risk of change of conditions the customer

Features of technology of search optimization of sites are connected to that, that achievement of results needs time. Usually time interval from the beginning of jobs on optimization up to achievement of significant results makes some months. And if the customer in the middle of this stage will start to change conditions (subjects of searches, searches i.t.p.) to speak about quality of promotion of a site it is not necessary.

The reasons: the conditions of cooperation precisely not stipulated beforehand.

Consequences: decrease{reduction} in quality of optimization of a site.

Methods of decrease{reduction}:

The basic method of decrease{reduction} in the given kind of risk is the conclusion with the customer of the contract in writing where it is necessary to fix maximum precisely and unequivocally all aspects pravootnoshenij. Contractual attitudes{relations} are regulated by clauses{articles} of the Civil Code of the Russian Federation, in particular gl.9 [3] and gl.27 GKRF. [4] As a rule, the companies which professionally are engaged in optimization of sites under search engines, have typical contracts on granting of the given services, taking into account their specificity.

2. Risk of a discontent / dissatisfaction of the customer jobs on optimization of a site

During jobs on optimization and advertising of a site the customer can remain dissatisfied final (or intermediate) results of promotion. As a rule, results of promotion are measured by quantity{amount} of references{manipulations} in office of the customer from a site, and, finally, by size of the profit received by the client. The quantity{amount} (no less than quality) references{manipulations} on a site of the client depends not only on efforts optimizatora, but also from lines of factors:

* Qualities of a site (design, convenience of navigation),

* Presence on a site of the client of the contact data (phone, emehjl, ICQ, forms of communication{connection} or the order),

* Jobs of the manager on the sales, accepting bells or the user responding on searches on emehjlu or ICQ,

* Literacy of texts (both from the point of view of grammar, and from the point of view of marketing), the submitted prices for production and service.

The reasons:

1. Absence of feedback with the customer, insufficient communications.

2. Not stipulated beforehand and not confirmed conditions of cooperation not stipulated beforehand documentary.

3. Misunderstanding by the customer of opportunities and results of optimization.

Consequences: refusal of the customer further from cooperation with you.

Methods of decrease{reduction}:

1. Adjustment of effective feedback with the customer

Without any feedback with the customer it is impossible to estimate effect from publicities. Besides often from the customer it is required to accept active participation during optimization of a site: to give materials for creation of new pages on a site, to bring corrective amendments in structure of a site, etc. The Customer should be ready to active interaction with optimizatorom.

As forms of feedback it is possible to allocate the following:

* Correspondence with the customer on emehjlu, phone calls.

* Granting by the customer monthly the report under references{manipulations} on a site: bells, orders, profit.

* Granting optimizatorom monthly the report on the done job.

2. An explanation to the customer of opportunities and results of optimization even prior to the beginning of granting services

Optimization of a site under search machines not unique way of advertising of a site and not panacea as many customers think. Besides optimization of a site has a number{line} of differences from traditional advertising:

Minuses - specific risks, long time for that advertising has worked.

Pluss - long effect from optimization, the big interest of the visitor, final low cost of the visitor.

Optimizatoru precisely and clearly to let know to the customer:

1. What results can be achieved.

2. What guarantees can be given to the customer.

3. In what terms results from optimization can be achieved.

3. Risk of aggressive actions of competitors

The reasons: a high competition in the given segment of the market. Already now in the Russian segment of a network the Internet exists a number{line} of subjects with a high competition: the climatic equipment, tourism, mobile phones, etc. The High competition can compel to apply separate not so clean players of the market so-called "black" methods of promotion of sites, and also to supersede the competitors other unseemly methods (nakrutka counters, creation dorveev on pages of competitors).

Consequences: high cost and complexity of promotion of a site on vysokokonkurentnoj to subjects.

Methods of decrease{reduction}:

1. Orientation not only on high-frequency and vysokokonkurentnye searches at promotion of a site. As a rule, on low-frequency searches the competition is lower, than on high-frequency or is absent at all.

2. Application of the complex approach to advertising.

Expert rating of risks at promotion of a site

In the scientific literature a lot of methods of a rating of risks is described. In my opinion, for a rating of the risks connected to optimization of sites under search engines in the best way the method of expert ratings approaches.

The expert method of the analysis of risks can be used for quality standard of risk factors. Essence of a technique that for a rating of risks some number of independent experts which estimate the importance and probability of approach of each kind of risk on a five-ball scale is invited. Then, average arithmetic value of the exposed points, is multiplied on a parameter of the importance of the given risk. Results of ratings are represented in the tabulared form:

Risk factor (Quality standard):

Change of algorithms of ranging (20,39)

Aggressive actions of competitors (12,84)

Discontent of the customer (6,12)

Change of conditions by the customer (4,15)

Interdiction to indexation by search machines (2,1)

Apparently from the table, the most important and most probable risk is change of algorithms of ranging by search engines. Then experts allocate risk of aggressive action of competitors and risk of discontent of the customer. Importance and probability of risks of change of conditions the customer and an interdiction to indexation by search machines, in opinion of experts, is not so essential. Risks of change of conditions the customer are essential more likely for frilanserov, than for serious optimizatorskikh the companies.

Frilansery, as a rule, do not conclude contracts with customers in writing, and oral arrangements suppose various interpretation. The risk of an interdiction of a site to indexation by search machines also does not play an essential role for optimizatorskikh the companies as they use "white" methods of promotion. The given risk repeatedly grows only at use of "black" and "grey" methods of optimization.