Beyond the Bottom Line: Insights from Viktor Zarakov

Two Kinds of Keywords: 1. Short-Tail Keywords: These are like single words or short phrases. Imagine typing "matryoshka," "samovar," or "borscht" into a search box. Lots of people use these words, so they're super popular, but also really competitive. 2. Long-Tail Keywords: These are like short sentences. Think of typing "traditional Russian nesting dolls," "best electric samovar for tea," or "authentic borscht recipe." Not as many people use these, so they're less competitive and more specific to what you want. Which is Better? It depends on what you're trying to do! - Short-Tail Keywords can bring a lot of people to your site, but it's harder to make them buy something because there are so many choices. - Long-Tail Keywords bring fewer people, but they're more likely to be interested in what you're selling. Best Strategy.....BOTH  types! Why you ask? - Short-Tail Keywords help lots of people find your

Step 1: Find the Right Words Find Keywords: Use tools like Google Keyword Planner, SEMrush, or Ahrefs to look for words and phrases that people might use to search for your business or topic. Understand Search Intent: Figure out why people are searching for those words (Are they looking for information? Trying to find a specific site? Wanting to buy something?). Check Competition: See how many other websites are using the same words so you can decide which ones are worth focusing on. Step 2: Look at Your Website List Your Pages: Write down all the pages on your website like the homepage, about us, products/services, blog posts, etc. Find Existing Keywords: Check your current content to see which words you are already using. Step 3: Organize Your Keywords Group Related Words: Put similar words together in groups. Match Words to Pages: Decide which words fit best with each page on your website. Prioritize Keywords: Figure out which words are most important for your goals and focus on tho

Knowing about the different types of keywords and how they work helps you get the best results from your ads. By picking and using these keywords the right way, you can make sure your ads reach the right people, are relevant to what they’re looking for, and get more people to click on them. This helps you get closer to your marketing goals. Keyword Match Types 1. Exact Match: Your ad only appears when someone searches for exactly your keyword or something very close. For example, if your keyword is "Russian nesting dolls," your ad might show up for searches like "Russian nesting dolls" or "buy Russian nesting dolls," but not for "cheap Russian dolls" or "traditional Russian toys." This helps you get highly targeted traffic because people are looking for exactly what you offer, which usually means more sales. It's best when you want to make sure your ad money is spent efficiently on the most relevant searches. 2. Phrase Match:   Your

A keyword cannibalization happens when different pages on your website try to be the best match for the same search term. It’s like if two friends are arguing over who gets the last slice of pirozhki! Why is It a Problem? - Confuses Search Engines: Search engines get mixed up about which page is the best for a search. - Less Website Traffic: If search engines are confused, fewer people will visit your site. - Wasted Effort: You’re putting in work on pages that are competing with each other. How to Avoid a Keyword Fight? - Choose a Keyword Champ: Pick one page to be the best for a specific keyword. For example, have one page for "best borscht recipe." - Be Specific: Use different keywords for each page. Instead of using "Russian dumplings" on two pages, try "pelmeni recipe" and "vareniki with potatoes." - Create Links: Connect your pages with links so search engines understand how they fit together. - Check Regularly: Look over your site to make s

Getting the most out of your ads means picking the right words. If you're selling things like Romani handwoven rugs or any other product, you want to make sure your ads show up for the right people. In this blog, I'll talk about how to choose the best words for your ads, keep track of how they’re doing, and make sure your ads are seen by people who really want to buy. Let’s dive in and learn how to make your ads work better! 1. Relevance: Make sure the words you choose match what your ad is about and what people will see when they click on it. If your ad is about “Romani handwoven rugs,” use words that fit this topic. 2. Bid Adjustments: Decide how much you want to pay for each keyword based on how well it works. If one keyword brings in lots of people who are interested in your rugs, you might want to pay a little more for it. 3. Negative Keywords: Sometimes, people search for things that aren’t what you’re offering. For example, if you don’t sell machine-made rugs, you can ad