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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
 ghjikjv vtczwt htlfrwbz SEOnews j,hfnbkfcm
r ghtlcnfdbntkzv hsyrf bynthytn-vfhrtnbyuf Órhfbys, xnj,s epyfnm, rfr
j,cnjzn ltkf yf hsyrt b xtuj [jnzn rkbtyns. Ìs htibkb yt jcnfyfdkbdfnmcz
yf 'njv, b pflfkb fyfkjubxyst djghjcs ,tkjheccrbv rjvgfybz.
×nj ghjbc[jlbn yf hsyrt bynthytn-vfhrtnbyuf d Átkjheccbb ctujlyz, yfv hfccrfpfkb:
- Ätybc Ñfgtuf, herjdjlbntkm rjvgfybb Seologic
- Ìfrcbv Àrc.nj, lbhtrnjh futyncndf bynthytn-vfhrtnbyuf Seobility
- Ätybc Áerj, lbhtrnjh ARTOX media
- Âbnfkbq Ätybctyrjd, lbhtrnjh Ñnelbb Ájhjdjuj
- Ådutybq Êfeavfy, jcyjdfntkm rjvgfybb EKA-Soft
Êfr xedcndetn ct,z ,tkjheccrbq hsyjr bynthytn-vfhrtnbyuf? Êfrbt ntyltywbb vj;yj jnvtnbnm?
Ätybc Ñfgtuf, herjdjlbntkm rjvgfybb Seologic
Ïjcktlybt ujls hsyjr bynthytn-vfhrtnbyuf d Átkfhecb frnbdyj
hfpdbdftncz, jlyfrj d ntreotv ujle hjcn ceotcndtyyj pfvtlkbkcz, d gthde.
jxthtlm bp-pf 'rjyjvbxtcrjq cbnefwbb d cnhfyt b e ,kb;fqib[ cjctltq.
Êkbtyns cnfkb ,jktt nht,jdfntkmys r gjlhzlxbrfv, evtymibkbcm ,.l;tns
yf htrkfve kb,j ghjbpjikj b[ gththfcghtltktybt. Òfr, yfghbvth,
vjlthybpfwbz, SEO-rjycfknbyu, .pf,bkbnb cfqnf, dt,-fyfkbnbrf b lh.
jn[jlzn yf dnjhjq gkfy bp-pf juhfybxtybz ltyt;ys[ chtlcnd. Çfrfpxbrb
[jnzn pf ne ;t cevve gjkexbnm ,jkmie. 'aatrnbdyjcnm. Â nj ;t dhtvz yfqnb
rdfkbabwbhjdfyyjuj b lj,hjcjdtcnyjuj bcgjkybntkz yt nfr ghjcnj, b
rkbtynfv ghb[jlbncz xfcnj vtyznm gjlhzlxbrjd. Ífie rjvgfyb. d 'nj
ytkturjt dhtvz jxtym cgfcftn «cfhfafyyjt hflbj» ljdjkmys[ rkbtynjd.
Ìfrcbv Àrc.nj, lbhtrnjh futyncndf bynthytn-vfhrtnbyuf Seobility
Ïhbywbgbfkmys[ bpvtytybq, cdzpfyys[ c rhbpbcjv, yf hsyrt yt
ghjbpjikj. Àrnbdyst rjvgfybb gj-ght;ytve hfpdbdf.ncz b hfcnen, ckf,st
rjvgfybb gj-ght;ytve cdjlzn rjyws c rjywfvb.
Ítrjnjhjt j;bdktybt dspdfyj ghb[jljv yf hsyjr Google, rjnjhsq
ghjdjlbn vyjuj bdtynjd b j,hfpjdfntkmys[ vthjghbznbq b lkz ,bpytcf, b
lkz futyncnd. Êjkbxtcndj cthnbabwbhjdfyys[ Google ,tkjheccrb[ futyncnd c
yfxfkf ujlf edtkbxbkjcm ghbvthyj dnhjt.
Ìfccjdjuj cjrhfotybz ,.l;tnjd vs yt pfvtnbkb. Â nj;t dhtvz tcnm
ntyltywbz r cnhtvktyb. hfc[jljdfnm ,.l;tns 'aatrnbdytt, gj'njve ,jktt
djcnht,jdfyysvb cnfyjdzncz eckeub dt,-fyfkbnbrb.
Ítufnbdyjt dkbzybt yf hsyjr jrfpsdf.n ytcnf,bkmyjcnm dfk.nys[ rehcjd,
hjcn lt,bnjhcrjq pfljk;tyyjcnb, yj 'nj ghj,ktvs dct[ jnhfcktq 'rjyjvbrb
,tp bcrk.xtybz.
Ätybc Áerj, lbhtrnjh ARTOX media
Íf ctujlyziybq ltym ,tkjheccrbq hsyjr bynthytn-vfhrtnbyuf yf[jlbncz d
ljcnfnjxyj lbyfvbxyjv cjcnjzybb. Ñyb;f.obqcz rehc ,tkjheccrjuj he,kz yt
vju yt gjdkbznm yf 'rjyjvbxtcre. cbnefwb.. Ífkbwj ehtpfybt htrkfvys[
,.l;tnjd, f nfr;t dscjrfz djkfnbkmyjcnm rkbtynjd, xnj dshf;ftncz d
xfcnjq cvtyt gjlhzlxbrjd gj eckeufv bynthytn-vfhrtnbyuf.
Âbnfkbq Ätybctyrjd, lbhtrnjh Ñnelbb Ájhjdjuj
Ítkmpz crfpfnm, xnj yf futyncrjv hsyrt dblys frnbdyst ckbzybz/gjukjotybz b e[jls rjvgfybq.
Ñnjbn jnvtnbnm, d Átkfhecb ghjikf jxthtlyfz ltdfkmdfwbz d yfxfkt
ujlf, xnj crfpfkjcm yf gkfnt;tcgjcj,yjcnb ,jkmitq xfcnb rkbtynjd. Â
cdzpb c xtv dshexrf futyncnd d ljkkfhf[ gjybpbkfcm. Ïj ce,]trnbdysv
jwtyrfv, ytrjnjhst futyncndf gjnthzkb 10–20% rkbtyncrjuj gjhnatkz, ghb
'njv nfr;t ghjbpjikj tuj j,yjdktybt.
 rhbpbc ,jkmibycndj rkbtynjd fyfkbpbhe.n 'aatrnbdyjcnm
cjnhelybxtcndf c rf;lsv bp gjlhzlxbrjd. Ñtqxfc df;ytqibt afrnjhs –
jgthfnbdyjcnm b rfxtcndj hf,jns. Åckb bcgjkybntkb d cbke hfpys[ ghbxby
yt cghfdkz.ncz, tcntcndtyyj, rkbtyns hfccvfnhbdf.n djghjc j cvtyt
futyncndf.
Ïjzdbkjcm ytcrjkmrj yjds[ vtkrb[ futyncnd b bylbdblefkmys[
ghtlghbybvfntktq, rjnjhst ghtlkfuf.n eckeub bynthytn-vfhrtnbyuf c
vbybvfkmysvb ,.l;tnfvb. Ýnb futyncndf boen rkbtynjd gj kbxysv
pyfrjvcndfv, yj byjulf e yb[ gjkexftncz «pf,hfnm» rkbtynf e ,jktt
bpdtcnyjuj rjyrehtynf c pfzdktybtv «Ìs ltkftv nj ;t, yj d ldf hfpf
ltitdkt». È pfrfpxbrb ghjljk;f.n dthbnm gjlj,ysv j,tofybzv.
Ïhb 'njv «gjkexit b gjltitdkt» — 'nj pfxfcne. nj, xnj ldb;tn
rkbtynfvb. Íj tcnm ;t gjyznbt hsyrf, b nfv wtyf — aeyrwbz, f djdct yt
gthtvtyyfz. Ò.t. ghtljcnfdktybt cthdbcf [jhjituj ehjdyz cnjbn
jghtltktyys[ ltytu. ×eltc yt ,sdftn. ß gjybvf., r «gjkexit b gjltitdkt»
cnhtvzncz rjvgfybb, e rjnjhs[ j,]trnbdyj ytn ,.l;tnf bkb, yfghbvth,
nfrfz abkjcjabz ,bpytcf. Íj rjulf 'nj ltkf.n rhegyst ,htyls — 'nj rfr
vbybvev cnhfyyj. Âs ;t hbcretnt cdjtq htgenfwbtq b, cfvjt ukfdyjt,
nthztnt dhtvz. Êjytxyj, rf;ljt futyncndj cnfhftncz elth;fnm cdjb[
rkbtynjd. Ñ extnjv htfkbq, xfot dctuj cnjhjys ghb[jlzn r cyb;tyb.
cnjbvjcnb bkb edtkbxtyb. j,]tvf hf,jn d njn ;t ,.l;tn.
Çyfxbvst buhjrb yf hsyrt ;bds, ybrnj yt eitk. Îxtdblyj, xnj dct
bcgsnsdf.n nt bkb byst ghj,ktvs, yj d rhbpbc 'nj ghtlcrfpetvj. Ítrjnjhst
ghjbpdtkb htcnhernehbpfwb., cjrhfnbkb infn. Ífxfkfcm njxtxyfz hf,jnf c
rkbtyncrbv gjhnatktv. Àutyncndf cnfkb jnrfpsdfnmcz jn hf,jns c
rkbtynfvb, rjnjhst yt ghbyjczn ljk;ysq ehjdtym ghb,skb, nj tcnm gsnf.ncz
gththfcghtltkbnm ecbkbz yf nt[ rkbtynjd, rjnjhst ghbyjczn htpekmnfn.
Ådutybq Êfeavfy, jcyjdfntkm rjvgfybb EKA-Soft
Átkjheccrbq ,bpytc cnhflftn jn rhbpbcf yfib[ ,kb;fqib[ cjctltq, yf
rjnjhs[ jhbtynbhjdfy jcyjdyjq ,tkjheccrbq 'rcgjhn (Ðjccbqcrfz Ôtlthfwbz b
Órhfbyf). Èp yfib[ rkbtynjd ,jkmit dctuj egfljr xedcndetncz gj
cnhjbntkmysv b fdnjvj,bkmysv rjvgfybzv, f nfr;t gj bvgjhnthfv. Ítrjnjhst
bp yb[ cjrhfof.n ,.l;tns yf bynthytn-vfhrtnbyu bkb djdct jcnfyfdkbdf.n
ghjldb;tybt, nfr rfr yt [dfnftn ltytu yf pfhgkfns cjnhelybrjd.
Ítrjnjhst, yfb,jktt ghjldbyenst, yt cjrhfof.n, f yfj,jhjn edtkbxbdf.n
,.l;tns yf ghjldb;tybt. Âtlm kjubrf jxtym ghjcnf – dj dhtvz rhbpbcf
hsyjr gflftn, yj jy lj yekz yt jgecrftncz ybrjulf. È xnj,s cj[hfybnm njn
;t j,]tv pfrfpjd, ghjbpdjlcndf, jrfpsdftvs[ eckeu, ye;yj ghbrkflsdfnm
,jkmit ecbkbq yf ghjldb;tybt, xnj,s dthyenm ght;ytt rjkbxtcndj j,hfotybq
d rjvgfyb.. À tckb extcnm njn afrn, xnj cnjbvjcnm pfrfpjd b b[
htynf,tkmyjcnm nfr;t egfkb, nj lkz cj[hfytybz ght;ytuj j,]tvf dshexrb
(lj[jlf), rjkbxtcndj j,hfotybq ljk;yj ,snm ,jkmit. Ñjjndtncndtyyj,
nhfnbnm yf ghjldb;tybt b htrkfve ye;yj ,jkmit. Ê cxfcnm., vyjubt 'nj e;t
yfxfkb gjybvfnm.
Çf rfrbvb eckeufvb ctqxfc xfot dctuj j,hfof.ncz rkbtyns?
Ätybc Ñfgtuf, herjdjlbntkm rjvgfybb Seologic
Ñfvst gjgekzhyst eckeub – 'nj gjbcrjdjt ghjldb;tybt b rjyntrcnyfz
htrkfvf. Ñ njxrb phtybz cnjbvjcnb ghbdktxtyyjuj rkbtynf lkz ,jkmibycndf
,bpytcjd jyb zdkz.ncz cfvsvb 'aatrnbdysvb yf ctujlyziybq ltym.
Òfr;t bvttncz cghjc yf SEO-felbns – ytvfkfz xfcnm pfrfpxbrjd
j,hfof.ncz d yfie rjvgfyb. c wtkm. ghjdthrb cdjb[ ntreob[ gjlhzlxbrjd. Ê
cj;fktyb., vbybvev d gjkjdbyt ckexftd rkbtyns xfcnj hfpjxfhjdsdf.ncz d
bcgjkybntkz[.
Ìfrcbv Àrc.nj, futyncndj bynthytn-vfhrtnbyuf Seobility
Òj, pf rfrbvb eckeufvb j,hfof.ncz d futyncndj, yfghzve. pfdbcbn jn
tuj cgtwbfkbpfwbb. Â yfie rjvgfyb., yfghbvth, xfot dctuj j,hfof.ncz pf
eckeufvb gjbcrjdjuj ghjldb;tybz b rjyntrcnyjq htrkfvs. Ðfcntn bynthtc b r
bycnhevtynfv fyfkbnbrb (gjcnrkbr-fyfkbp, rjkk-nhtrbyu b n.l.).
Åot jlyf ntyltywbz – hjcn rjkbxtcndf j,hfotybq pf rjvgktrcysv
bynthytn-vfhrtnbyujv, yfwtktyysv yf htitybt rjyrhtnys[ ,bpytc-pflfx.
Òfrjt dpfbvjltqcndbt gjlhfpevtdftn jcj,sq gjl[jl r hfphf,jnrt cnhfntubb,
fyfkbnbrt b jwtyrt 'aatrnbdyjcnb. Íf ctujlyziybq ltym 'nj yfb,jktt
bynthtcyfz lkz yfc eckeuf. Âj-gthds[, nfrjq gjl[jl gjpdjkztn ,scnhj
lj,bdfnmcz vfrcbvfkmys[ htpekmnfnjd, f dj-dnjhs[ – bvtyyj d nfrb[
ghjtrnf[ hfcntn 'rcgthnbpf futyncndf.
Ätybc Áerj, lbhtrnjh ARTOX media
Âvtcnt c jhbtynfwbtq yf cyb;tybt ,.l;tnjd xtnrj ghjckt;bdftncz
hfcneobq cghjc cj cnjhjys rkbtynjd yf eckeub, lf.obt bpvthbvsq htpekmnfn
d rhfnxfqibt chjrb. Ítlfdyj tot geuf.ott dshf;tybt «Performance
Marketing» ctujlyz dct gkjnytt d[jlbn d t;tlytdysq j,b[jl rfr ghjcns[
vfhrtnjkjujd, nfr b rjvvthxtcrb[ lbhtrnjhjd ghtlghbznbq. Êjyntrcnyfz
htrkfvf, kbljutythfwbz b SEO zdkz.ncz yfb,jktt djcnht,jdfyysvb
ghjlernfvb gj cnfnbcnbrt d[jlzob[ pfzdjr rjvgfybb ARTOX media. Ïhb 'njv
,jktt nhtnb pfzdjr ghb[jlbncz bvtyyj yf gjbcrjdjt ghjldb;tybt cfqnjd
(SEO) b ghbvthyj nhtnm pfzdjr yf eckeue kbljutythfwbz. Êkbtyns dct ,jkmit b ,jkmit j,hfof.n dybvfybt yf ghjlerns, rjnjhst vjuen j,tcgtxbnm htfkmysq hjcn ghjlf;.
Òtv yt vtytt, yf ,tkjheccrjv hsyrt bynthytn-vfhrtnbyuf tot tcnm
ghjcnhfycndj lkz hjcnf, xnj, d gthde. jxthtlm, cdzpfyj c jnyjcbntkmyj
yt,jkmibv rjkbxtcndjv digital-futyncnd, rjnjhst vjuen ghtlkj;bnm
rkbtynfv gjkysq rjvgktrc eckeu b ytbpvtyyj dscjrjt rfxtcndj b
ufhfynbhjdfnm ljcnb;tybt pflfyys[ KPI. Â nj dhtvz rfr vtkrbt buhjrb yt
dslth;bdf.n hf,jns d ckj;ys[ 'rjyjvbxtcrb[ eckjdbz[ b e[jlzn c hsyrf,
rhegyst buhjrb bvt.n djpvj;yjcnm lkz hfcibhtybz rkbtyncrjq ,fps, tckb
cvjuen ghtlkj;bnm yjdsv rkbtynfv bynthtcyst eckjdbz hf,jns gj dsujlyjq
wtyt.
Âbnfkbq Ätybctyrjd, lbhtrnjh Ñnelbb Ájhjdjuj
Êkbtyns d gthde. jxthtlm j,hfof.ncz pf htpekmnfnjv. Êjulf njkmrj
yfxbyfkfcm 'hf bynthytn-vfhrtnbyuf, dct [jntkb ghjcnj pfrfpfnm eckeue:
ghjldb;tybt, htrkfve, hfphf,jnre. Ñtqxfc rkbtyns gthdjyfxfkmyj
j,hfof.ncz pf htitybtv ghj,ktv abyfycjdjuj gkfyf: ghjlf;fvb b
kbljutythfwbtq.
Ðt;t pfrfpsdf.ncz eckeub, yt ghbyjczobt ghb,skm yfghzve.: .pf,bkbnb,
fyfkbnbrf. Êkbtyn pfrfpsdftn hfphf,jnre cfqnf — gjkexftn cfqn, n.t.
htpekmnfn dblty. Ïhb[jlbn yf ghjldb;tybt cfqnf — dblbn, xnj cfqn gjkexbk
rfrbt-nj gjpbwbb. À rjulf rkbtyne ghtlkfuf.n dt,-fyfkbnbre, nj
htpekmnfn ytkmpz yfghzve. gthtdtcnb d dsujle (j,]tv ghjlf; bkb ghb,skm),
jcj,tyyj lkz herjdjlcndf rjvgfybb.
Ådutybq Êfeavfy, jcyjdfntkm rjvgfybb EKA-Soft
Ýrjyjvbxtcrbq rhbpbc yfkj;bk cdjq jngtxfnjr yf ntreoe. cbnefwb. yf
hsyrt. Ìyjubv rkbtynfv ghb[jlbncz e;bvfnm cdjb ,.l;tns. Â htpekmnfnt
eybrfkmys[ ghjtrnjd c ibhjrbv aeyrwbjyfkjv ctqxfc cnfkj vtymit. Ájkmit
ghtlkfuf.ncz ytljhjubt htitybz. Â nj ;t dhtvz rkbtyns cnfkb frnbdytt
hf,jnfnm c cfqnfvb rfr c bycnhevtynjv ghjlf; b gsnf.ncz vfrcbvev ds;fnm
bp cdjb[ htcehcjd. Á.l;tns ,jkmit yfghfdkz.n yf ghjldb;tybt b htrkfve,
nfr rfr jyf lftn htfkmysq htpekmnfn. Ó;t vtymit rkbtynjd, rjnjhst ujnjds
gkfnbnm pf «abitxrb» lkz leib, cthmtpyst jnhbcjdrb b fybvfwbb ,tp
rhfqytq ytj,[jlbvjcnb, nfr rfr kbiyb[ ltytu cnfkj vtymit kb,j djj,ot yt
cnfkj. Èynthtce.n njkmrj rjyrhtnyst htitybz, lf.obt htpekmnfn.
Ïj byajhvfwbb jnltkf ghjlf; rjvgfybb EKA-Soft:
- jrjkj 55% ghjwtynjd rkbtynjd j,hfof.ncz pf hfphf,jnrjq cfqnf (xfot dctuj 'nj bynthytn-vfufpbys bkb vbybcfqns);
- 35% rkbtynjd bynthtce.ncz ghjldb;tybtv;
- 10% rkbtynjd j,hfof.ncz pf eckeufvb rjyntrcnyjq htrkfvs.
Ñghjc yf nbgjdst htitybz pyfxbntkmyj djphjc ddble juhfybxtyyjcnb
,.l;tnjd, ntv yt vtytt tcnm rjvgfybb, lkz rjnjhs[ ,.l;tn yt bvttn
,jkmijuj pyfxtybz b/bkb rhbpbc yf yb[ yt gjdkbzk pyfxbntkmyj - 'nj
,fyrb, vt;leyfhjlyst [jklbyub, 'rcgjhnyjjhbtynbhjdfyyst rjvgfybb (yf
Çfgfl b ÑØÀ). Òfrbt pfrfpxbrb, rfr ghfdbkj, bynthtce.ncz hfphf,jnrjq
eybrfkmys[ htcehcjd b rjvgktrcjv eckeu gj hfphf,jnrt b ghjldb;tyb..
Òfr;t cnjbn jnvtnbnm, xnj tckb hfymit j,hfofkbcm ghjcnj pf
hfphf,jnrjq cfqnf, j,]zcyzz 'nj ntv afrnjv, xnj «ye relf ctqxfc ,tp
cfqnf?», nj ctqxfc e;t ,jkmit j,hfof.ncz pf rjvgktrcjv eckeu hfphf,jnrf +
rjyntrcn + ghjldb;tybt, nfr rfr [jnzn gjkexbnm htfkmysq htpekmnfn jn
bydtcnbwbq b dblzn d ytq, eckeut, wtyyjcnm.
Êfr hfcghtltkz.ncz ,.l;tns yf bynthytn-htrkfve?
Ätybc Ñfgtuf, herjdjlbntkm rjvgfybb Seologic
 gthde. jxthtlm yf SEO, jcyjdyst ,.l;tns hfcghtltkz.ncz d 'njn rfyfk
bp-pf ybprjq cnjbvjcnb ghbdktxtyyjuj rkbtynf. Íf dnjhjv vtcnt
rjyntrcnyfz htrkfvf cj cdjbvb jgthfnbdysvb ghtbveotcndfvb.
Ìfrcbv Àrc.nj, futyncndj bynthytn-vfhrtnbyuf Seobility
Ýnj nj;t yfghzve. pfdbcbn jn cgtwbfkbpfwbb futyncndf. Åckb
f,cnhfubhjdfnmcz jn cgtwbfkbpfwbb, cfvst ,jkmibt ,.l;tns yfghfdkz.ncz yf
rjyntrcnye. b vtlbqye. htrkfve.
Âbnfkbq Ätybctyrjd, lbhtrnjh Ñnelbb Ájhjdjuj
Ðsyjr Átkfhecb cfv gj ct,t ,jktt rjycthdfnbdty, xtv hsyjr Ðjccbb. Îcyjdyst ghbxbys:
- Ìfkfz tvrjcnm hsyrf (e rkbtynjd yt nfr vyjuj ltytu).
- Â Átkfhecb yt nfrfz ;tcnrfz rjyrehtywbz, rfr d Ìjcrdt.
- Î,ott jncnfdfybt d nt[yjkjubz[ b gjl[jlf[ yf 3-4 ujlf.
 cbke juhfybxtyyjcnb, htrkfvyst ,.l;tns dsltkz.ncz d jcyjdyjv yf nj,
xnj ghbyjcbn ytgjchtlcndtyysq htpekmnfn. Êkbtyns yt ujnjds chfpe
drkflsdfnm pyfxbntkmyst cevvs d yjdst eckeub. Åckb rkbtyn bkb tuj
pyfrjvst ghj,jdfkb rfrjq-nj bycnhevtyn b ,sk gjkj;bntkmysq htpekmnfn /
jnpsds d bynthytnt, nj rkbtyn, djpvj;yj, ,eltn ujnjd hbcryenm.
Åckb ;t rkbtyn ybxtuj yt pyftn j, bynthytn-vfhrtnbyut, b jy
ljcnfnjxyj cntcyty d chtlcndf[, nj ltymub dsltkz.ncz jxtym jcnjhj;yj bkb
yt dsltkz.ncz djj,ot. Åckb jgsn ,eltn gjkj;bntkmysv, nj ,.l;tn
edtkbxfn. Âjj,ot, d Átkfhecb rjvgfybb vjuen ceotcndjdfnm b ,tp
bynthytn-htrkfvs. Óhjdtym rjyrehtywbb b rkbtyncrjuj cthdbcf gjpdjkz.n
hf,jnfnm njkmrj pf cxtn xtuj-nj jlyjuj.
Ñtqxfc, celz gj bynthtce r eckeut call tracking, rkbtyns yfxbyf.n
bcrfnm bcnjxybrb, rjnjhst yf cfvjv ltkt ghbyjczn bv rkbtynjd b ghb,skm.
Îyb ujnjds jghfibdfnm, ltkfnm pfvths b fyfkbpbhjdfnm. Íj 'nj ldb;tybt d
cnjhjye 'aatrnbdyjcnb njkmrj yfxfkjcm.
 'njv cvsckt rkbtynfv [jhjij gjvjuftn eckeuf dt,-fyfkbnbrb:
yfcnhjbnm ghfdbkmyj wtkb, jwtybnm rjydthcb.. Íj, r cj;fktyb., tt
pfrfpsdf.n htlrj.
Åot tcnm bynthtcyfz ntyltywbz: d Átkfhecb rjvgfybb pfxfcne. 'rjyjvzn
yf nfrjq gjpbwbb, rfr bynthytn-vfhrtnjkju b vfhrtnjkju. Åot ktn gznm
yfpfl d rf;ljq rjvgfybb ,skb wtkst jnltks. Ñtqxfc ytrjnjhst rkbtyns
yfj,jhjn cnfhf.ncz bp,fdkznmcz jn nfrb[ gjpbwbq bkb cjrhfof.n infn,
fhuevtynbhez gththfcghtltktybtv htcehcjd d cnjhjye ghjbpdjlcndf. Íf yfi
dpukzl, d eckjdbz[ rhbpbcf gjpbwbz vfhrtnjkjuf zdkztncz df;yjq. Íj
'aatrnbdys[ vfhrtnjkjujd, rjnjhst ltqcndbntkmyj gjvjuf.n xnj-nj ltkfnm,
vfkj.
Ådutybq Êfeavfy, jcyjdfntkm rjvgfybb EKA-Soft
 gjcktlytt dhtvz rkbtyns yfxbyf.n ,jktt dybvfntkmyj jnyjcbnmcz r
cdjbv cfqnfv b yfltznmcz ekexibnm cdjt abyfycjdjt cjcnjzybt,
cnf,bkbpbhjdfnmcz yf hsyrt bvtyyj pf cxtn ghbdktxtybz rkbtynjd xthtp
bynthytn. Òtv yt vtytt ,jkmibt ,.l;tns lkz vyjub[ ctqxfc ghfrnbxtcrb
ythtfkmys.
Çyfxbntkmyfz xfcnm rkbtynjd jcnfdkztn rjyntrcnye. htrkfve bvtyyj d
ßyltrct, jnrfpfdibcm jn Google bp-pf ,jkmitq cnjbvjcnb. Ãkj,fkmyjq
gththf,jnrt cfqnf ghtlgjxbnf.n vtkrbt ljhf,jnrb. Ïj chfdytyb. c
ghtlsleobv ujljv jnvtxftncz hjcn nt[, rnj ;tkftn hf,jnfnm gj KPI. Êfr
erfpsdfkjcm hfytt, ghjwtynyjt cjjnyjitybt rkbtynjd yf ghjldb;tybt b
rjyntrcnye. htrkfve cjcnfdkztn 35% b 10% cjjndtncndtyyj (jn j,otuj
rjkbxtcndf j,hfnbdib[cz d rjvgfyb. EKA-Soft).
Êfr bpvtybkfcm cbnefwbz yf hsyrt nhelf?
Ätybc Ñfgtuf, herjdjlbntkm rjvgfybb Seologic
Íf hsyrt nhelf vs yf,k.lftv cjrhfotybt rflhjd, f byjulf b wtks[
jnltkjd d lheub[ rjvgfybz[. Â rhbpbc vyjubt cnhtvzncz evtymibnm
bplth;rb, d njv xbckt b pf cxtn yt'aatrnbdys[ cjnhelybrjd. Íj yt[dfnrf
rflhjd, ,tpeckjdyj, joeoftncz. Â gthde. jxthtlm yt [dfnftn
rdfkbabwbhjdfyys[ b jgsnys[ cgtwbfkbcnjd, f nfr;t cgtwbfkbcnjd gj eprbv
yfghfdktybzv (SMM, fyfkbnbrf b n.l.) b c jgsnjv herjdjlcndf.
Ìfrcbv Àrc.nj, futyncndj bynthytn-vfhrtnbyuf Seobility
Ìs, yfghbvth, ybrjuj yt cjrhfnbkb b ghjljk;ftv edtkbxbdfnm infn. Â
wtkjv rjkbxtcndj htp.vt pyfxbntkmyj edtkbxbkjcm. Ýnj cdzpfyj yt njkmrj c
e[elitybtv gjkj;tybz hzlf rjvgfybq yf hsyrt, yj b gthtntrfybtv rflhjd
bp lheub[ jnhfcktq. Íj cgtwbfkbcnjd, j,kflf.ob[ dscjrjq 'rcgthnbpjq, b
rdfkbabwbhjdfyys[ eghfdktywtd gj-ght;ytve rfnfcnhjabxtcrb vfkj.
Ätybc Áerj, lbhtrnjh ARTOX media
Ønfn futyncndf ARTOX media pf gthdjt gjkeujlbt 2015 u. dshjc yf 20%
gj jnyjityb. r chfdybvjve gthbjle ghjikjuj ujlf. Învtnbv, xnj ctqxfc d
cdzpb c cjrhfotybtv infnf dj vyjub[ futyncndf[ yf hsyrt gjzdbkjcm
,jkmitt rjkbxtcndj rdfkbabwbhjdfyys[ rflhjd rfr d Ìbycrt, nfr b d
Ìjcrdt, bvt.ob[ rfxtcndtyye. 'rcgthnbpe d j,kfcnb bynthytn-vfhrtnbyuf,
xnj gjpdjkztn pfrhsnm gjnht,yjcnm d xtkjdtxtcrjv htcehct pf cxtn
dscjrjghjatccbjyfkmys[ cjnhelybrjd, f yt nhfnbnm cbks b dhtvz yf
j,extybt.
Íj tcnm b nfrfz ntyltywbz: d cdzpb c ntv, xnj d Átkfhecb ,tkjheccrbq
he,km gflfk yt nfr byntycbdyj, rfr hjccbqcrbq pf ghtlsleobq ujl b gthdjt
gjkeujlbt 2015 – cnjbvjcnm cjnhelybrjd d j,kfcnb bynthytn-vfhrtnbyuf yf
,tkjheccrjv hsyrt cnfkf e;t cjgjcnfdbvf cj cgtwbfkbcnfvb Ðjccbqcrjq
Ôtlthfwbb.
Âbnfkbq Ätybctyrjd, lbhtrnjh Ñnelbb Ájhjdjuj
 wtkjv gj cnhfyt vyjuj edjkmytybq b cjrhfotybq d cdzpb c rhbpbcjv.
Ðsyjr nhelf gtht;bdftn yt kexibt dhtvtyf. Â futyncndf[ infn cjrhfnbkcz
yf 10–30%.
×nj rfcftncz pfhgkfn, nj, gj vjbv joeotybzv, pfhgkfns cjrhfnbkbcm yf
15–25%. Ñbnefwbz d 'rjyjvbrt bpvtyxbdf, b rfrbt-nj ghjuyjps ltkfnm
ckj;yj.
Åckb cbnefwbz ,eltn e[elifnmcz, nj pfhgkfns ,elen hfcnb njkmrj e nt[
cgtwbfkbcnjd, rjnjhst 'njuj pfcke;bdf.n. Òjkmrj hjcn ghjatccbjyfkmyjq
rjvgtntywbb b rekmnbdbhjdfybt ghfdbkmyjuj jnyjitybz r ltke b rkbtynfv
,eltn cgjcj,cndjdfnm hjcne rjvgtycfwbb.
È, rjytxyj, rjvgfybb cnfkb ,jktt bp,bhfntkmys d ds,jht cjnhelybrjd. Íf hsyrt gjzdbkbcm ytgkj[bt rflhs, ds,jh cnfk ,jkmit.
Ådutybq Êfeavfy, jcyjdfntkm rjvgfybb EKA-Soft
 wtkjv vj;yj jnvtnbnm, xnj hjcn pfhf,jnys[ gkfn pfvtlkbkcz. Â
he,ktdjv 'rdbdfktynt pfhf,jnyfz gkfnf cjnhelybrjd yt bpvtybkfcm, xnj b
kjubxyj, gjcrjkmre cnjbvjcnm yfib[ eckeu nfr;t yt djphjckf gj chfdytyb. c
ghjiksv ujljv. Âtlm byfxt vs ,s ghjcnj yt cvjukb ghjlfdfnm yfib eckeub.
Îgnbvbpfwbz rjvgfybzvb pfnhfn pfrk.xftncz b d gthtcvjnht cbcntvs
vjnbdfwbb b djpyfuhf;ltybz gthcjyfkf, j,]tvf j,zpfyyjcntq b nht,jdfybq r
rjytxyjve ghjlerne. Îcyjdyfz ntyltywbz 2015 ujlf – ,bpytce ye;ys yt
ghjcnj cjnhelybrb, f 'aatrnbdyst cjnhelybrb, yfwtktyyst yf htpekmnfn, jn
bcgjkybntktq lj herjdjlbntktq. Íj yfqnb ghjatccbjyfkjd d rjyrhtnyjq
j,kfcnb gj-ght;ytve ytghjcnj. Ífb,jkmitt rjkbxtcndj dfrfycbq jnvtxtyj
bvtyyj d catht «Ïhjlf;b», b dfrfycbb d jcyjdyjv ghtlgjkfuf.n gjkye.
pfyznjcnm. Íf gjpbwb. vtytl;thf (ghjlf;b, rjycekmnbhjdfybt) frnbdyj
jnrkbrf.ncz b cneltyns, b vtytl;ths chtlytuj pdtyf, b herjdjlbntkb.
Îcyjdyst ghbxbys gjbcrf yjdjuj vtcnf hf,jns: cjrhfotybz, rfvgfybb
pfrhsdf.ncz, tcnm pflth;rb gj pfhf,jnyjq gkfnt, ahbkfyc yt j,tcgtxbdftn
cnf,bkmysq lj[jl. Ïhtj,kflf.ofz xfcnm cjbcrfntktq ujnjds cybpbnm
pfhgkfnyst j;blfybz, jlyfrj tcnm b nt, rnj ghjljk;ftn gjbcrb. Â nj ;t
dhtvz vyjubt jgfcf.ncz hbcrjd ghb gtht[jlt d yjde. rjvgfyb., gj'njve
edtkbxbkfcm ljkz nt[, rnj yt gkfybhetn gthtvtys b [jntk ,s ghjljk;bnm
hf,jne yf ntreotv vtcnt.
Ãkfdyfz ghj,ktvf hsyrf
Ätybc Ñfgtuf, herjdjlbntkm rjvgfybb Seologic
ß ,s dsltkbk cktle.obt ghj,ktvs:
1. Êhbpbc jnhfpbkcz yf vyjub[ buhjrf[ hsyrf, xnj ghbdjlbn r
cjrhfotyb. ,.l;tnjd yf htrkfve d wtkjv b yf bynthytn-htrkfve, d
xfcnyjcnb.
2. Ítcvjnhz yf frnbdyjt hfpdbnbt hsyrf bynthytn-vfhrtnbyuf jcnftncz
ytljcnfnjxysv ehjdtym pyfybq e rkbtynjd (ytljcnfnjxyjt gjybvfybt cdjtq
felbnjhbb, 'aatrnbdyjcnb hfpkbxys[ htrkfvys[ rfyfkjd, KPI b n.g.). À
nfr;t cnhflftn d wtkjv jnyjitybt r cfqne. Òjkmrj yfxbyftv ghb[jlbnm r
njve, xnj cfqn – gjkyjwtyyfz dbpbnyfz rfhnjxrf, b tve ye;yj eltkznm yt
vtymitt dybvfybt, xtv, yfghbvth, jakfqy-dbnhbyt d vfufpbyt bkb
jajhvktyb. jabcf.
Ìfrcbv Àrc.nj, futyncndj bynthytn-vfhrtnbyuf Seobility
Ãkfdyfz ghj,ktvf hsyrf – ybprfz 'rcgthnbpf rfr yf cnjhjyt futyncnd, nfr b yf cnjhjyt ,bpytcf.
Àutyncndfv yt [dfnftn rkbtynjd, rjnjhst ,jktt-vtytt xtnrj jcjpyf.n
cdjb vfhrtnbyujdst pflfxb b evt.n cnfdbnm xtnrbt wtkb, jhbtynbhjdfyys[
yf vfrcbvfkmye. jnlfxe jn bycnhevtynjd bynthytn-vfhrtnbyuf, ujnjds[
exbnmcz, dybrfnm b dpfbvjltqcndjdfnm c futyncndfvb. À «ghfdbkmysv»
rkbtynfv, j,kflf.obv dscjrbv ehjdytv phtkjcnb ,bpytc-ghjwtccjd b yt
hfccvfnhbdf.obv wtye rfr tlbycndtyysq rhbnthbq ds,jhf gjlhzlxbrf, jxtym
yt [dfnftn futyncnd, cgjcj,ys[ ,scnhj, rjvgtntynyj b 'aatrnbdyj htifnm
frnefkmyst ,bpytc-pflfxb.
Âbnfkbq Ätybctyrjd, lbhtrnjh Ñnelbb Ájhjdjuj
Ãkfdyfz ghj,ktvf hsyrf – ybprfz tvrjcnm. Êhegytqibq byajhvfwbjyysq
gjhnfk Átkfhecb TUT.by jnvtxfk, xnj egthcz d gjnjkjr tot d 2007 ujle.
Ðsyjr d Átkfhecb yt,jkmijq, yt nfr vyjuj rjvgfybq, rjnjhst ujnjds
pfrfpsdfnm eckeub futyncndf, dsltkznm ,.l;tn yf rfxtcndtyysq
bynthytn-vfhrtnbyu.
Ïhb ceotcndetn ,jkmijt rjkbxtcndj rjvgfybq, rjnjhst vjuen gjpdjkbnm
ct,t pfrfpsdfnm ytghjatccbjyfkmysq eckeub. À ytghjatccbjyfkmyjt
gjnht,ktybt xfcnj ghbdjlbn r njve, xnj rjvgfybb yt gjkexf.n htpekmnfnf,
gjnjve xnj j,hfof.ncz r rfrbv-nj cjvybntkmysv futyncndfv, rjnjhst
ujdjhzn, xnj «vs ltkftv nj ;t cfvjt, xnj b kblths, yj d gjknjhf hfpf
ltitdkt».
Ýnj ytghfdlf. ×nj,s ltkfnm nj ;t cfvjt, xnj b kblths, ye;yj bvtnm nt
;t cfvst ,bpytc-ghjwtccs. Ïhjwtccs d nfrb[ rjvgfybz[ jncencnde.n, f tcnm
njkmrj ;tkfybt gjkexbnm rkbtynf. Ïj'njve gjckt yt,jkmijuj j,]tvf hsyrf,
jcyjdyfz ghj,ktvf – 'nj ytghjatccbjyfkmyjt gjnht,ktybt.
Ïj'njve ,eltv ;lfnm, gjrf rhbpbc pfcnfdbn dct-nfrb rjvgfybb ldbufnmcz
d bynthytn-vfhrtnbyut, ltkfnm ,jktt cvtkst 'rcgthbvtyns b exbnmcz
bpdktrfnm gjkmpe, rjnjhfz ytbp,t;yf ghb ghfdbkmyjq hfphf,jnrt b
ghjldb;tybb cfqnf.
Ådutybq Êfeavfy, jcyjdfntkm rjvgfybb EKA-Soft
Ãkfdye. ghj,ktve hsyrf db;e d ujkjdf[ – dtlm jcyjdyjq rhbpbc yt yf
hsyrt, f d ujkjdf[ dkfltkmwtd b herjdjlbntktq rjvgfybq. ß cxbnf., xnj
ye;yj ghbyznm njn afrn, xnj lkz njuj, xnj,s pfhf,fnsdfnm rfr hfymit,
ye;yj hf,jnfnm ,jkmit. È yfvyjuj ,jkmit – d 1,5 hfpf rfr vbybvev, f nj b
d ldf. È gj-lheujve dhzl kb ,eltn. Ìs ldbuftvcz r ,jktt-vtytt
tdhjgtqcrjq rjyrehtywbb, rfr cktlcndbt, b htynf,tkmyjcnb. Åckb hfymit yf
ntylth ghb[jlbkj 2–3 rjvgfybb, nj ctqxfc 10–15. Åckb hfymit d eckeuf[
ghb,skm pfrkflsdfkb 50–60%, nj ctqxfc – 20–25%. Åckb hfymit cnhjbntkb
pfrkflsdfkb 100% htynf,tkmyjcnb d cvtne, nj ctqxfc vyjubt ujnjds
hf,jnfnm d yjkm, f nj b d vbyec, kbim ,s yf pfhgkfns cjnhelybrfv
[dfnbkj. È gjrf k.lb ,elen ;lfnm ytgjyznyj xtuj, lth;fnm ltymub d
gkbynect, cjrhfofnm pfnhfns yf ghjldb;tybt b htrkfve – ldb;tybz dgthtl
yt ,eltn. Êfr njkmrj ,jkmibycndj ghtlghbybvfntktq b herjdjlbntktq ghbven
d njq bkb byjq cntgtyb 'ne njxre phtybz, nj, gj vjtve vytyb., ldb;tybt
,eltn blnb dgthtl b hfpdbnbt ,bpytcf, hsyrf, b cnhfys d wtkjv.
Âtlm d Ådhjgt [jhjitq htynf,tkmyjcnm. cxbnftncz 5–7% b jregftvjcnm
ghjtrnf – 5–10 ktn. À e yfc, tckb pf ujl ,bpytc yt «jn,bkcz», nj 'nj
theylf, ytxtuj bv pfybvfnmcz. Äf, vyjubt crf;en, xnj e yb[ gjxnb
,tcgkfnyst rhtlbns b ghj,ktvs c rehcjv ytn. Íj dtlm ltkj d njv, xnj jyb
nfr hf,jnf.n vyjuj ltcznrjd ktn. À vs njkmrj yfxbyftv bkb ujnjdbvcz
yfxbyfnm. Íj z dth., xnj 'njn genm ,eltn ecgtiysv, b ldb;tybt dgthtl
,eltn gjcnjzyysv.
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