How Serpstat Helped Me Get My MBA Degree: Experience Of Vladislava Rykova, Head Of MAVR Marketing Agency
Building long-term friendly and trusting relationships with clients, comfort, and mutual respect are in the company's first place. We are focused on getting high results by treating projects as if they were our own. The company's main task is that clients receive only positive emotions from cooperation with us, along with the quality of the work performed. Our motto is, "We don't sell marketing services, we build relationships."
It is becoming more challenging to stand out against the background of competitors. The use of standard internet marketing tools (contextual, targeted advertising, SEO, SMM) doesn't bring the expected results concerning the cost of attracting 1 visitor to the site and the cost of 1 lead. Another feature is that the term for deciding on the B2B segment takes from 2 weeks to 6 months, depending on the decision-makers and the company's organization.
At the moment, there is a tendency for sales to move to "level 3.0", where:
1.0 - company - person sales;
2.0 - person - person;
3.0 - expert - person, that is, the expertise "sells".
Even global giants such as Google and Yandex understand this and implement the importance of assigning expertise to content to their search algorithms. For example, the Vega algorithm from Yandex and updatng Google ranking algorithm with the E-A-T factor. Therefore, it is crucial to develop an information strategy to promote services on the Internet in connection with the changing conditions.
Another important point: internet marketing is not worth studying in a static form. This is a dynamic industry, so a fair picture can be obtained only when considering it as a systemic process.
The biggest confusion in getting leads was because the MAVR blog was located at the vlada-rykova.com domain. SEO analysis of competitors showed that all companies have a blog on a subfolder (like site.com/blog) or a subdomain (like blog.site.com). We decided to locate MAVR blog on the corporate website and rename the vlada-rykova.com blog to Vladislava Rykova's personal blog.
A large number of keywords in search is explained by the fact that competitors have more services, and the blog is implemented as a subfolder within the domain. It is necessary to expand the number of services on the site gradually.
At the moment, services are described in the same type, for example, SEO, SMM, email marketing. But each of them can be divided into smaller services which have a demand in search engines.
This scope of work will allow to:
The current services' semantic core needs to be updated: refresh keywords and volume, update meta tags and headings (h1-h6). Serpstat Keyword Analysis helps us to collect useful semantics. Here we use the report Keyword analysis → Keyword selection, which shows all the top phrases, including the desired one.
We conducted a website SEO audit with the help of Serpstat to find technical problems. The service not only detects issues but also gives recommendations how to eliminate them.
Such a check made it possible to determine the minimum requirements for improving the site's visibility in search engines, increasing traffic and positions.
Thanks to Serpstat, I was not only able to get my MBA diploma, but also to improve the marketing strategy of MAVR.
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