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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Îxtdblyj, xnj jcyjdyst pflfxb gjbcrjdjq jgnbvbpfwbb lkz B2B
ybxtv yt jnkbxf.ncz b jn pflfx jgnbvbpfwbb lkz B2C – ljcnb;tybt dscjrb[
htqnbyujd cfqnf d gjbcrjds[ cbcntvf[ b edtkbxtybt gjctoftvjcnb dfituj htcehcf.
Íj 'nj njkmrj yfxfkj. Âfv dct tot ytj,[jlbvj ghtdhfnbnm gjctnbntkz d gjnht,bntkz
bkb rkbtynf.
 gthdjq cnfnmt 'njq cthbb – Ðfpybwf vt;le gjbcrjdjq
jgnbvbpfwbtq B2B b B2C, vs j,celbkb ytcrjkmrj rk.xtds[ hfpkbxbq
vt;le gjbcrjdjq jgnbvbpfwbtq B2C b B2B. Â vbht B2C, yfghbvth, rjydthcbz
(ghtdhfotybt gjctnbntkz cfqnf d gjnht,bntkz) vj;tn ghjbpjqnb pf ytcrjkmrj vbyen;
d vbht B2B rjydthcbz vj;tn pfyznm vtczws bkb lf;t ujls—b 'nj ytj,zpfntkmyj
ghjbc[jlbn d jykfqy-ht;bvt. Ènfr, rfr cktletn djcghbybvfnm rjydthcb. d chtlt SEO lkz B2B, b xnj ye;yj
ltkfnm, xnj,s ljcnbxm crjhtqitq tt htfkbpfwbb?Ïjybvfybt
wtktq
jgnbvbpfwbb
Ötkm gjbcrf d chtlt B2B d jcyjdyjv pfrk.xftncz d bccktljdfybb: rnj zdkztncz
kexibv gjntywbfkmysv gfhnythjv? rfrjq e yb[ jgsn? ×tv z ljk;ty herjdjlcndjdfnmcz
ghb ds,jht gfhnythf? Êfr z gjqve, xnj cltkfk ghfdbkmysq ds,jh? Ñ lheujq cnjhjys, dfif wtkm – jghtltkbnm, rnj zdkztncz gjctnbntkzvb cfqnf, b
yfkflbnm c ybvb j,hfnye. cdzpm. Ítj,[jlbvj ljcnbxm njuj, xnj,s jyb dfc pyfkb,
gjcnhjbnm ljdthbt r dfitq rjvgfybb b dsltkbnm cdjb ghtbveotcndf rfr gfhnythf. Íj
rfr 'nj djpvj;yj cltkfnm d ctnb Èynthytn, ult dct zdkz.ncz fyjybvfvb? Ècgjkmpjdfybt fyfkbnbrb cfqnf Ïht;lt dctuj, dfv ytj,[jlbvj fyfkbpbhjdfnm gjctnbntktq dfituj cfqnf. Ñ,jh
byajhvfwbb j gjctnbntkz[, b[ ltqcndbz[ yf dfitv cfqnt b n.g., cnfytn lkz dfc
,jkmibv htcehcjv byajhvfwbb. Ïjrf byajhvfwbz j kbxyjcnz[ gjkmpjdfntktq
ytljcnegyf (yfghbvth, gjrf jyb yt pfkjubybkbcm bkb yt ds,hfkb lheue. ajhve
bltynbabrfwbb), ds byjulf dct ;t vj;tnt gj IP flhtce gjkexbnm byajhvfwb. j
yfpdfybz[ rjvgfybq, d rjnjhs[ hf,jnf.n dfib gjctnbntkt b lh. gjktpye. byajhvfwb.
j yb[. Åckb bp jlyjq b njq ;t rjvgfybb ghb[jlbn vyjuj gjctnbntktq, 'nj vj;tn
jpyfxfnm, xnj 'nf rjvgfybz pfbynthtcjdfyf d gjregrt dfituj nbgf njdfhf bkb
eckeu. Ñv. hfpltk «Ñnfnbcnbrf b rjydthcbz» d Áfpjdjv SEO
rehct Íj dfv yt cktletn chfpe [dfnfnmcz pf ntktajy, pdjybnm d 'ne rjvgfyb. b
dszcyznm, rnj ,sk 'nbvb gjctnbntkzvb. Ýnj ,skj ,s ukegj, nfr rfr gjctnbntkb
jxtym wtyzn fyjybvyjcnm. Ñ lheujq cnjhjys, d hf,jnt c nfrbvb rjvgfybzvb tcnm
djpvj;yjcnm drk.xbnm b[ d dfib hfccskrb (lbhtrn -vfhrtnbyu). Ódktxtybt gjctnbntktq – rk.x r rjydthcbb Åcnm vyj;tcndj cnhfntubq, rjnjhst gjvjuf.n ghtdhfofnm gjctnbntkz d
gjnht,bntkz. Â chtlt B2B levfqnt j rjydthcbb rfr j ghjwtcct gjcnhjtybz jnyjitybq, rjnjhsq
nht,etn jghtltktyyjuj rjkbxtcndf njxtr cjghbrjcyjdtybz b dpfbvjltqcndbz. Âct 'nj
pfybvftn dhtvz b ghjbc[jlbn, rfr d jykfqy, nfr b d jaakfqy ht;bvf[. Âfif hf,jnf
– edtkbxbnm rjkbxtcndj b rfxtcndj gthtctxtybq c gjntywbfkmysv rkbtynjv.
Ítj,[jlbvj ghtlkj;bnm tve nfre. djpvj;yjcnm, rjnjhfz ljk;yf tuj
pfbynthtcjdfnm. Â bltfkt, gjbcrjdfz jgnbvbpfwbz b Èynthytn-vfhrtnbyu gjvjuf.n cjplfdfnm yt
njkmrj gthdjt nfrjt gthtctxtybt, yj nfr;t edtkbxbnm rjkbxtcndj nfrb[
gthtctxtybq. Êfr vs e;t jnvtxfkb, ukfdyfz wtkm gjkmpjdfntktq d chtlt ,bpytc-,bpytce ( B2B
) – 'nj gjbcr byajhvfwbb. Âs vj;tnt bcgjkmpjdfnm 'njn afrnjh lkz hfpdbnbz
,jufns[ jnyjitybq. Íf dfitv cfqnt ljk;yj ,snm vyjuj jgnbvbpbhjdfyyjuj
byajhvfwbjyyjuj rjyntynf (;tkfntkmyj c 'ktvtynfvb fyfkbpf b chfdytybz). Ýnj
gjvj;tn gfhnythfv yfqnb dfc, epyfnm dfie rjvgfyb., b ds cvj;tnt gjkexbnm
kjzkmyjcnm r dfitq abhvt d 'njv fyjybvyjv ghjcnhfycndt. Êjulf dfib gjctnbntkb epyf.n ,jkmit j dfitq abhvt b tt ghtlkj;tybz[, njulf
yfcnfytn ,jktt rjvajhnyfz cbnefwbz lkz njuj, xnj,s ds cvjukb epyfnm, rnj jyb
tcnm yf cfvjv ltkt. Íf dfitv cfqnt ljk;ty ,snm rfr jnrhsnsq rjyntyn, nfr b rjyntyn, ljcnegysq
njkmrj gjckt htubcnhfwbb. Ýnf htubcnhfwbz lfcn dfv vyjuj wtyyjq byajhvfwbb j
gjkmpjdfntkz[. Íb;t ghbdtltys ytrjnjhst bycnhevtyns, rjnjhst ds vj;tnt bcgjkmpjdfnm lkz
ecrjhtybz rjydthcbb b jwtyrb ecbkbq gjbcrjdjq jgnbvbpfwbb: Ïjlgbcrf yf ,.kktntym. Ýktrnhjyyst b gtxfnyst ,.kktntyb – [jhjibq cgjcj,
jcnfdfnmcz yf dble e gfhnythjd gj ,bpytce b hfpdbdfnm c ybvb jnyjitybz. Ïecnm
htubcnhfwbz ghb gjlgbcrt yf ,.kktntym ,eltn ghjcnjq; yt pflfdfqnt ckbirjv vyjuj
djghjcjd. Ít ge,kbreqnt gjkye. byajhvfwb.. Ïe,kbreqnt jlby f,pfw, gjckt rjnjhjuj
lfdfqnt ccskre yf dfi cfqn, cjlth;fobq ghjljk;tybt bcnjhbb. Òfrbt ccskrb
pfcnfdzn k.ltq djpdhfofnmcz yf dfi cfqn, nfr rfr jyb vjuen yfqnb nfv htktdfynysq
lkz ct,z rjyntyn. Ãjhfplj df;ytt e,tlbnmcz, xnj dfi ,.kktntym bvttn cnjzobq
rjyntyn. Åckb rjyntyn ckf,sq, b ds tuj xfcnj hfccskftnt, nj dfib gfhnyths ,elen
jnyjcbnmcz r ytve, rfr r cgfve. Äjrkfls. Äjrkfls – jnkbxysq cgjcj, lkz dfib[ gfhnythjd gjyznm, rfr ds
levftnt, b jwtybnm dfib pyfybz b gthcgtrnbds. Ïe,kbreqnt jgnbvbpbhjdfyyst
ljrkfls rfr yf dfitv cfqnt, nfr b yf cnjhjyyb[ ntvfnbxtcrb[ cfqnf[. Ñltkfqnt
htubcnhfwb. gjkmpjdfntktq lkz nt[, rnj [jxtn crfxfnm ntrcn ljrkflf wtkbrjv.
Ñyf,;fqnt 'ktrnhjyyst dthcbb ljrkfljd ccskrfvb yf dfi cfqn, yj yt ghtdhfoftnt
ljrkfl d bycnhevtyn htrkfvs. Ñcskrb ljk;ys ,snm juhfybxtys b cke;bnm njkmrj
byajhvfwbjyysv wtkzv. Ïjlrfcns (felbj ghtptynfwbz). Ïjlrfcns d chtlt B2B [fhfrnthbpe.ncz dct
,jkmitq gjgekzhyjcnm.. Ýnj ghjcnjq cgjcj, lkz k.ltq gjyznm, xnj ds [jntkb
crfpfnm. Ïecnm gjctnbntkb htubcnhbhe.ncz, xnj,s pfuhe;fnm b[. Ïecnm gjlrfcns
,elen wtyysvb b rjhjnrbvb, bcgjkmpeqnt ,.kktntyb b ,kjub lkz b[ ghjldb;tybz. Êtqcs. Ájzpym ghbyznm ytghfdbkmyjt htitybt j ds,jht gfhnythf – jlby bp
ukfdys[ cnhf[jd d chtlt B2B. Êtqcs lf.n gfhnythfv djpvj;yjcnm dpukzyenm bpyenhb
yf nj, rfr ds hf,jnftnt, rfrb[ ljcnbuftnt htpekmnfnjd. Ýnj edtkbxbdftn ljdthbt.
Åckb dfi rtqc ghjcnj htrkfvbhetn htpekmnfns, yt ,tcgjrjqnt gjctnbntkz
htubcnhfwbtq lkz tuj ghjcvjnhf. Åckb ds [jnbnt lfnm ltqcndbntkmyj wtyye.
byajhvfwb. j ghjwtcct dfitq hf,jns b j njv, rfr ds ljcnbuftnt htpekmnfnjd,
ge,kbreqnt yfxfkj rtqcf b lfdfqnt gjctnbntkzv djpvj;yjcnm pfhtubcnhbhjdfnmcz lkz
tuj lfkmytqituj ghjcvjnhf. Êfr b c ljrkflfvb, cyf,;fqnt 'ktrnhjyyst dthcbb
rtqcjd ccskrfvb yf htktdfynyst cnhfybws dfituj cfqnf. Ïjctnbntkb ,elen ghb[jlbnm
yf dfi cfqn b cgjldbufnm lheub[, rjve jyb gthtik.n rtqc, ltkfnm nj ;t cfvjt. Ïtxfnyfz ghjlerwbz. Â vbht dctuj 'ktrnhjyyjuj ytrjnjhst k.lb lj cb[ gjh
ghtlgjxbnf.n gtxfnyst vfnthbfks, rjnjhst nfr;t gjdsif.n ljdthbt r gfhnythfv d
vbht B2B. ×bnfntkb pyf.n, xnj 'ktrnhjyysq vfhrtnbyu cjplftncz ,erdfkmyj pf jlye
yjxm. Ïtxfnyst vfnthbfks ujdjhzn j cthmtpys[ dkj;tybz[, xnj vj;tn edtkbxbnm
ljdthbt r dfitq rjvgfybb. Åckb ds ghtlkfuftnt ltnfkbpbhjdfyye. gtxfnye.
kbnthfnehe, gjpf,jnmntcm j hfphf,jnrt vt[fybpvf gjkextybz 'nb[ bplfybq
gjctnbntkzvb cfqnf. Îy-kfqy ltvj b nhbfks. Çflevfqntcm j ltvjycnhfwbb ghj,yjq dthcbb dfituj
njdfhf, tckb 'nj vj;tn ,snm dsgjkytyj d ctnb. Ítn cvsckf nht,jdfnm htubcnhfwbb,
tckb ltvj rjhjnrjt b ghjcnjt, yj tckb ltvj ckj;yjt b wtyyjt, xnj ytj,[jlbvf
htubcnhfwbz lkz tuj ghjcvjnhf. Ât,rfcns (dbltj ghtptynfwbb). Ât,rfcns B2B – 'nj dbltjhjkbr, d rjnjhjv vj;yj
ltkbnmcz byajhvfwbtq b ltvjycnhbhjdfnm cdjq njdfh. Ýnj ujhfplj ltitdkt, xtv
exfcnbt d dscnfdrt (yj yt vtytt wtyyj), b ds vj;tnt bcgjkmpjdfnm lkz 'njuj
htubcnhfwb.. Òt[ybxtcrfz byajhvfwbz. Ïjctnbntkb cfqnf gjybvf.n, xnj ds yt vj;tnt
dsrkflsdfnm dct, nfr rfr e dfc tcnm rjyrehtyns. Âjpvj;yj, dfi njdfh bvttn
jghtltktyye. nt[ybxtcre. cgtwbabre, jgbcfybt rjnjhjq ,skj ,s gjktpyj dfibv
gfhnythfv. Òht,eqnt htubcnhfwb. lkz gjkextybz nt[ybxtcrjq byajhvfwbb. Înghfdkzqnt gjctnbntktq yf dfi ,kju. Ákju – tot jlyf djpvj;yjcnm cjplfnm
njxrb gthtctxtybz c dfibv ,htyljv. Ákjub d chtlt B2B – [jhjibq ifyc yfkflbnm
lfkmytqitt gfhnythcndj. Îy gjpdjkztn ljytcnb lj lheub[ nj, j xtv ds levftnt.
Ïecnm gjctnbntkb c dfituj cfqnf cvjuen pf[jlbnm yf dfi ,kju. Âfv, rjytxyj, yt
elfcncz epyfnm ckbirjv vyjuj byajhvfwbb j gjkmpjdfntkz[, yj jgznm ;t, ds cvj;tnt
gjcvjnhtnm, cjnhelybrb rfrb[ rjvgfybq ghjcvfnhbdfkb dfi ,kju, b rfrbt bvtyyj
ntvs b[ bynthtcjdfkb. Â ghjikjv dsgecrt SEO bynthtcyjcnb vs hfccrfpsdfkb j, bynthtcyjv bycnhevtynt
dbpefkbpfwbb rkbrjd b nhfabrf, rjnjhsq elj,yj ghbvtyznm lkz fyfkbpf dfituj cfqnf
– CrazyEgg.com. Âs vj;tnt fyfkbpbhjdfnm ltqcndbz, rjnjhst cjdthif.n gjctnbntkb
dfituj cfqnf. Ñfvfz zhrfz j,kfcnm gjrfpsdftn njn hfpltk dfituj cfqnf, rjnjhsq
yfb,jktt bynthtcty dfibv gjctnbntkzv. Èyjulf cnjbn xnj-yb,elm gjghblth;fnm. Êfr cnbvek, xnj,s elth;fnm gjctnbntkz
ghb ghjcvjnht 10-vbyenyjq ltvjycnhfwbb ghjlernf, jlby bp yfib[ rkbtynjd cltkfk
htubcnhfwbjyye. ajhve ljcnegyjq njkmrj d rjywt ltvjycnhfwbjyyjuj Flash-afqkf.
Òfrbv j,hfpjv, gjkexbnm ytj,[jlbve. nt[ybxtcre. byajhvfwb. vj;yj ,skj njkmrj
gjckt jpyfrjvktybtv c Flash-ghtptynfwbtq. Ïhjcvjnh ltvj edtkbxbkcz. Ñjplfdfqnt ,fkfyc vt;le ljcnegyjq lkz dct[ byajhvfwbtq b byajhvfwbtq,
gjkextybt rjnjhjq nht,etn htubcnhfwbb. Äkz ctrwbq, nht,e.ob[ htubcnhfwbb, yt
pflfdfqnt ckbirjv vyjuj djghjcjd. Ýnj vj;tn jngeuyenm k.ltq. Ätkfqnt htubcnhfwb.
njkmrj lkz ltqcndbntkmyj cnjzotq byajhvfwbb, byfxt k.lb ,elen xedcndjdfnm ct,z
j,vfyensvb, b yt bcrk.xtyj, xnj ,elen hfcghjcnhfyznm ytufnbdye. byajhvfwb. j
dfitq rjvgfybb. Èpvthtybt rjydthcbb lkb B2B Àyfkbnbrf cfqnf lfcn dfv djpvj;yjcnm jwtybnm ecbkbz gj rjydthcbb d nthvbyf[
uke,bys ghjcvjnhf dfituj cfqnf, dhtvtyb ghjcvjnhf nt[ bkb bys[ cnhfybw, xbckj
gjdnjhys[ pf[jljd yf cfqn b vyjujt lheujt. Åckb k.lb djpdhfof.ncz yf cfqn,
nhfnzn dhtvz yf ghjcvjnh vfnthbfkjd, nj vj;yj cxbnfnm, xnj ds yfkflbkb
jghtltktyysq rjynfrn c gjntywbfkmysvb pfrfpxbrfvb b edtkbxbkb ifyc yf ds,jh
bvtyyj dfc d rfxtcndt gfhnythf. Â chtlt B2B ghbdktxtybt jlyjuj rkbtynf vj;tn cnjbnm jxtym ljhjuj. Â
pfdbcbvjcnb jn bylecnhbb b rjvgfybb, chtlyzz cnjbvjcnm ghbdktxtybz rkbtynf d
chtlt ,bpytc-,bpytce ljcnbuftn ltcznrb nsczx he,ktq. Ïjbcrjdfz jgnbvbpfwbz
dfituj cfqnf vj;tn ytcrjkmrj cybpbnm 'nb hfc[jls. Â rjywt rjywjd, ghjcnjq afrn, xnj k.lb boen, erfpsdftn yf nj, xnj jyb
bynthtce.ncz b, dthjznyj, ,elen ltqcndjdfnm d ,eleotv. ×tuj ytkmpz crfpfnm j
xbnfntkz[ htrkfvyjuj bplfybz, d rjnjhjt ds gjvtcnbkb dfit ytlfdytt
j,]zdktybt. Âsdjls Âjpvj;yjcnb gjbcrjdjq jgnbvbpfwbb (SEO) b
Èynthytn-vfhrtnbyuf lkz hfpdbnbz gfhnythcndf jcj,tyyj df;ys yf 'nfgt
ajhvbhjdfybz bltb j pfrfpt rfrjq-kb,j eckeub bkb gjregrb njdfhf. Ýnj jlyf bp
ghbdktrfntkmys[ vfhrtnbyujds[ cnhfntubq lkz chtls B2B. Íj yt dct B2B – rjvgfybb
njhjgzncz djcgjkmpjdfnmcz gjbcrjdjq jgnbvbpfwbtq . Äkz vyjub[ 'nj dyt pjys
dybvfybz, gj'njve jyb yt vjuen ghtljcnfdbnm dfv d ctnb fltrdfnye. byajhvfwb. rfr
gfhnythe. Åckb ds gjybvftnt, xnj nfrjt gjbcrjdfz jgnbvbpfwbz d chtlt B2B, b rfr
edktrfnm gjctnbntktq, rf;lsq hfp, rjulf jyb yf[jlzn dfi cfqn, ds vj;tnt j,htcnb
[jhjib[ gfhnythjd b cbkmyj ekexibnm ghjlf;b.
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