"Marketing Department KPI: 11 indicators and calculation example in 2025"

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Constantly updating the site. Yandex's advertising policy encourages owners to regularly monitor the content of their sites. Periodic publication of relevant articles, acquisition of useful links, and development of the project are the key to success in promoting the company's site and obtaining high positions in search results.

Regional binding of search results. Taking into account the geographical location, social niche and user preferences gives advantages to Yandex systems compared to Google. You can see this for yourself if you make any commercial request, for example, “buy a PC”. Local resources will prevail in Yandex results. And there are far fewer such sites in Google.

Poor recognition of script content. The Russian search engine is not yet able to work well enough with web scripts, which are increasingly used in website layout. But Yandex specialists are developing the service in this direction. It should be taken into account that the abundance of such elements (animated headings, interactive buttons, etc.), although it makes the company's website modern and attractive, significantly hinders its promotion.

The search index, compared to Google, is updated less frequently - approximately 1-2 times a week versus daily for the foreign search engine. This situation somewhat complicates the analysis and tracking of the results of the changes made.

Delayed effect of optimization. An SEO specialist will be able to evaluate the effectiveness of his work with a two-week time lag. And in some cases, for individual positions, this period can be several months. Such a lag is explained by two reasons. Firstly, Yandex uses server capacities more optimally. Secondly, the dishonest activities of some specialists in promoting the company's sites are stopped.

"Multi-armed bandit". The essence of this algorithm of Yandex services is the periodic rotation of positions in the top list, as a result of which resources that are usually located in the search results on the second and subsequent pages briefly reach the first places. This approach allows relatively new projects to get good traffic.

Statistics collection. Analysis of user behavior on the site allows the search engine to improve the ranking system.

Open statistics of requests. The search engine's focus on closer cooperation with clients has led to the creation of the wordstat.yandex.ru service, where you can freely obtain the information you are interested in. For example, this:

the number of people who made a specific request;

statistics taking into account the region;

seasonal graph of change in demand density (depending on the time of year, the onset of holidays).

The most important factors that need to be medicare leads email list taken into account when promoting a company's website were listed above. It should be understood that this list is by no means complete.


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Promoting a company website using content marketing
Content marketing (CM) has a certain universality: SEO, SMM, and targeting are used. That is, many tools for creating useful website content and presenting it to consumers.

Content marketing is aimed at increasing the reach of the target audience to attract leads and convert them into a customer base. This is a convenient and effective tool for scaling a project when conventional channels (for example, targeting) are no longer as effective as before.

Let's say a marketplace specializes in selling expensive goods or services. As a rule, in this case the purchase cycle is quite long. The quality of the content helps to increase clickability and interest the audience, while gently pushing customers to complete the transaction.

In addition, KM increases the volume of traffic to the site, demonstrates expertise and increases consumer loyalty. There are many ways to achieve these goals: relevant blog articles, e-books, UGC (user-generated content), etc.

Contextual marketing is a very serious set of tools, the use of which requires knowledge, experience, time and significant financial resources. Therefore, KM is more often used to promote the websites of large companies in the field of banking services, real estate transactions, etc.