What SEO is, how long results take and how to measure them — without promises of guaranteed rankings.
SEO (search engine optimisation) is the work of making a site's pages discoverable, indexable and visible in Google and Yandex organic results for the queries your customers actually use. It has three layers: technical accessibility (server, indexing, speed), content (pages that answer real demand) and authority (links and mentions on other sites). Weakness in any one layer limits the effect of the others.
Ads are paid per impression or click and stop when the budget does. SEO does not pay for clicks: the investment goes into the site itself, and improved pages keep getting traffic after the work ends. The trade-off is time and no guarantees. In practice the channels complement each other: ads quickly test demand and landing-page conversion, while SEO lowers the cost per lead over the long run.
Fixing technical errors (sections blocked from indexing, duplicates, broken redirects) can show up in traffic within 2–6 weeks, after re-crawling. New pages built around demand usually take 3–6 months to gain visibility, longer in competitive niches. An honest plan separates these horizons and states which metrics to expect in each period.
No. Rankings are decided by Google and Yandex, their algorithms change, and results are personalised by region, device and history. A contractor who guarantees a specific position either picks queries nobody searches for or uses risky tactics that can get the site demoted. What can be guaranteed is the scope of work, deadlines and transparent reporting — and that is what belongs in the contract.
Visits from unpaid search results. In GA4 it appears as the Organic Search channel, in Yandex Metrica as "Search engine traffic". Keep it separate from ads, direct visits and branded queries: growth in branded traffic usually reflects brand awareness rather than work on the site.
Intent is the task behind a query. "What is canonical" is informational, "SEO audit price" is commercial, "Viresto contacts" is navigational. Different intents need different pages: an article struggles to rank for a commercial query, and a service page will not answer a beginner's question. The easiest way to read intent is the current results page — which page types already rank.
An audit shows what is holding the site back and ranks tasks by impact. Typical findings: key sections blocked in robots.txt or meta robots, pages canonicalised to the wrong URL, parameter duplicates, a slow mobile version, no pages for key services. Without an audit, budgets often go into copy and links while a technical barrier cancels their effect.
Yes, but order matters. First a sound technical base: HTTPS, sitemap.xml, verification in Search Console and Yandex Webmaster, clean URLs. Then a separate page for each service and region with real demand, plus goal tracking. A new domain has no history or links, so narrow low-competition queries grow first and broad ones later.
As many as your customers have distinct tasks. If people look for "site audit" and "site migration without losing traffic", that is two pages. If queries differ only in wording, one page is enough. Hundreds of near-identical pages for cities or synonyms are treated by search engines as low-value content and can drag down the whole site.
The main metric is leads and sales from organic search, not rankings. Alongside it: impressions and clicks in Search Console and Yandex Webmaster, the share of pages indexed, visibility by query group and landing-page conversion. Rankings are a useful diagnostic signal, but a top-3 position for a query nobody searches brings no customers.
Nothing found.
