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Every server response carries a code — three digits that tell a browser or a crawler how the request was handled. This matters for SEO: search engines treat a page differently depending…

A commercial page is a page on a site that sells a product or service: a product page, a service page, a catalog category. «Commercial ranking factors» is a term from Russian-language…

llms.txt is a Markdown-format text file placed at a site’s root. It was proposed as a way to give AI systems a short, structured description of a site instead of having them…

Free online SEO analysis tools crawl a page or a site in a few seconds and return a list of findings: some flagged as errors, some as warnings, sometimes all rolled into…

Online advertising covers several channels: PPC (paid search), the Yandex Advertising Network, targeted social ads, and Telegram ads. This guide explains how each works and how to pick the right one for…

End-to-end analytics brings together ad, website and CRM data along one customer path, from an ad click to a closed deal. This guide covers what it includes, which services are used, and…

An email newsletter is a message sent to a list of subscribers; email marketing is the ongoing practice built around it. This guide covers the types of newsletters, what a first send…

Brand positioning is often confused with a tagline, a USP, or a mission statement. This guide explains what it actually is, how the brand pyramid and the positioning map describe it, and…

Lead generation has a reputation as a trendy marketing term that gets dropped into slide decks without much explanation. In practice, it is an ordinary part of working with customers: noticing interest…

A redirect sends a visitor from one address to another: the server responds with a code in the 3xx range and gives the new address in the Location header, and the browser…

Ranking is the position of a link to your site in search results for a specific query. You can check it manually in a browser, in Yandex Webmaster (Yandex’s counterpart of Google…

There’s no single SEO timeline that applies to every site. Google notes that changes to a site show up in search at different speeds: sometimes within a few hours, sometimes only after…

The term «SEO specialist» usually comes up not out of curiosity, but at the point where a decision is already needed: hiring an in-house employee, working with a freelancer, or going to…

A self-service SEO audit is a review of a site using open, free sources: Google Search Console, Yandex Webmaster and the site itself. It doesn’t replace an expert audit, but it helps…

Performance marketing is an approach where advertising is planned and judged by a specific, measurable result: inquiries, sales, the cost of acquiring a customer. Every campaign is checked against clear metrics, and…

Through Yandex Direct, ads can be shown in Telegram channels connected to the Yandex Advertising Network. The Yandex Advertising Network (YAN) is a system for placing ads on Yandex’s services and partner…

Technical SEO is about how a site is served to crawlers and browsers: what a crawler can scan, what makes it into the index, how the site responds to requests, and how…

Negative keywords and negative keyword phrases are words and phrases whose presence in a search query stops an ad in Yandex Direct from showing. They exist so your ad doesn’t reach people…

An advertising post in a Telegram channel or on a social network must carry the label «advertising,» identify the advertiser, and include an advertising identifier — erid. Erid is assigned by the…

CPL (cost per lead) is the cost of a lead — one contact from a potential customer: an inquiry, a sign-up, a callback request. It’s calculated like this: the cost of acquiring…

Promoting a VK community means making sure the right people find and read it. That takes setting the community up for the task, regularly publishing useful content, using the platform’s free tools…

Retargeting is showing ads to people who have already interacted with a business: visited the site, browsed the catalog, left their contact details, or bought something. In Yandex Direct, these people are…

ER (engagement rate) measures how actively an audience interacts with posts: liking and reacting, commenting, sharing, and saving posts. It’s expressed as a percentage: the number of reactions divided by a base…

ROMI (return on marketing investment) is a measure of how well marketing spend pays off. It shows whether the money put into advertising and promotion came back, and how much came back…

Reach is the number of unique people who saw a post or an ad: someone who saw a post several times is counted once. Viral reach on VK is people who saw…

Keyword cannibalization in SEO is a situation where two or more different pages on the same site answer the same user task. As a result, search shows now one of them for…

ROI (return on investment, a «return-on-investment ratio») is a metric that helps you tell whether an investment turned a profit and was worthwhile. Yandex Advertising’s training materials calculate it like this: subtract…

A Telegram channel is a tool for broadcasting messages to a large audience: there can be any number of subscribers, and only the owner and designated administrators can publish posts. For a…

Google Indexing API is a programmatic interface through which a site tells Google that a page has appeared, been updated, or been deleted. According to Google’s documentation, it only supports pages with…

YAN stands for the Yandex Advertising Network: a system for placing ads on Yandex’s services and partner placements. An advertiser launches impressions in the network through Yandex Direct — the same system…

AI in marketing is the use of neural networks and machine learning algorithms for marketing tasks: preparing content, managing advertising, analyzing data, and replying to customers. It speeds up repeatable preparation and…

PPC (paid search) advertising is paid ads that a search engine shows in response to queries related to keywords the advertiser has chosen. The advertiser pays for the result of a showing:…

UGC content is user-generated content: material about a product, service or brand that the audience creates, not the company itself. Examples include reviews, photos with the product, posts with recommendations, comments. A…

In marketing and advertising, CTR (click-through rate) is the share of impressions after which a person clicked the ad or link. To calculate it, divide the number of clicks by the number…

Competitor keywords are the search queries that bring up pages from other sites in your niche. They’re also called competitor search queries or competitor key phrases, and the whole set is referred…

Yandex Direct is a Yandex service that helps companies promote products and services online. Through it, ads show in Yandex search and on search partner sites, as well as on Yandex’s services…

Yandex Webmaster is Yandex’s service for site owners. It shows which pages of a site are eligible to appear in search, how the crawler crawls the site and what response codes it…

To set up Yandex Direct yourself, first prepare your site and Yandex Metrica with goals, then create a campaign and choose a strategy. Next, pick keyword phrases, write ads, pass moderation and…

Targeted advertising on VK is launched in VK Ads — VK’s unified advertising platform for promotion across its properties and its advertising network. Setup goes top to bottom: first a campaign with…

To get a neural network to write a useful post, give it the inputs: the goal, the audience, the platform, the main point and verified facts. The model will produce a draft…

Site structure is how pages are grouped into sections and levels, and how that hierarchy is reflected in the menu, links and URLs. For search engines, it affects how the crawler finds…

Targeted advertising — also called targeted (paid social) advertising, or just «targeting» — is advertising that a platform shows to a chosen group of users: by region, gender and age, interests, or…

Title is the HTML element <title> in a page’s <head> section. Its text is visible in the browser tab, and search engines use it as a source for the heading shown in…

UTM parameters are parameters added to the end of a link so an analytics system can tell where a visitor came from: the source, the channel, and the campaign behind the visit.…

Site visibility is a calculated estimate of how often and how high a site appears in search results for a chosen set of queries. The SERP is the results page a search…

An internal link is a link from one page of a site to another page on the same site. Internal linking is the system behind those links: which pages are connected, where…

Screaming Frog SEO Spider is a desktop crawler application for Windows, macOS and Linux. It crawls a site by following links from a starting URL and collects technical data for each URL:…

A keyword map is the set of search queries people use to find what’s on your site, grouped by meaning and assigned to pages. It helps to think of it not as…

SEO results aren’t one number, and they aren’t rankings for a list of queries. They’re changes at every step of the path: pages get indexed, they show up in search, they get…

SEO copy is page text that answers a specific search query: it helps the person solve their task, and it helps the search engine understand what the page is about. The quality…

A sitemap is a file with links to a site’s pages that tells search engines about its current structure. The main format is XML: Google calls it the most versatile, while Yandex…

PPC (paid search) advertising is ads shown to people based on their queries, interests and needs. In Yandex Search, an ad appears in response to a query alongside the regular results; in…

A content plan is a document that lays out, for a given period, what a company publishes, where, when and why: topics, formats, platforms, dates and who’s responsible. It ties posts to…

A content factory is a structured process for producing content on a regular basis: from strategy and the brief for a piece through editing, publication and reviewing the results. Each stage has…

Conversion is the share of people who completed the action you wanted: submitted an inquiry, bought something, signed up. It’s calculated like this: the number of target actions divided by the number…

Structured data, or markup, is a description of a page in a standard format that search engines understand: what kind of object the page represents (an organization, an article, a service, a…

n8n is a workflow automation tool: in a visual editor, you build a workflow out of node-based steps, and it then runs on its own — on a schedule, or when data…

noindex is a rule in the robots meta tag or the X-Robots-Tag HTTP header that blocks a page from showing up in search results. nofollow comes in two forms: in the meta…

Search intent is the task a person wants to solve with a search query: to learn something, to reach a specific site, to choose between options, or to take an action right…

Subscribers come to a Telegram channel through three groups of methods: a business’s own resources (website, newsletters, other social networks, offline touchpoints), cooperation with other channels, and paid promotion — Telegram Ads,…

There are three main ways to advertise on Telegram. The first is Telegram’s own advertising platform, Telegram Ads: short sponsored messages in public channels. The second is seeding: buying an ad post…

robots.txt is a text file in a site’s root directory with instructions for crawlers: which addresses they’re allowed to crawl, and which they aren’t. It controls crawling, not indexing. A page blocked…

Site indexing is how a search engine processes a page: a crawler downloads the page, the engine analyzes its content, and stores information about it in its database — the index. Indexing…

Claude Code is an Anthropic tool that runs in the terminal, in a code editor, in a desktop app, and in the browser: it reads a project’s files, edits them, runs commands,…

An AI agent is a language model that doesn’t just answer a question — it decides for itself which steps to take and which tools to use in order to complete a…

Keyword clustering is grouping search queries by the principle «one page can answer them.» The result is a set of groups (clusters), and each group is assigned exactly one target URL on…

Keywords for a website are the words and phrases people use to search for what a page offers. They’re also called key queries, or in trade jargon, just «keywords.» A page doesn’t…

SEO automation is when repeatable tasks — data collection, site checks, monitoring, reports — run on a schedule or trigger without manual work, and the result is checked against set rules. Automation…

Canonical (rel=»canonical», a canonical link) tells a search engine which address to treat as primary when the same page is available at several URLs. It’s a hint, not a binding rule. Yandex…

SEO (Search Engine Optimization) is work on a site that helps search engines better understand its content, and helps people find the site in regular, organic search results. Organic results are the…

SMM (social media marketing) is marketing in social networks: promoting a business, brand or product through social networks and messaging apps with content, advertising and audience engagement. It isn’t just publishing posts…

An SEO audit is a review of every area that affects a site’s visibility in search: the technical foundation, structure, keyword research, content and metadata. The result of an audit isn’t a…

GEO stands for Generative Engine Optimization. It’s the work of making a site and a brand legible to systems that don’t just show a list of links but compose an answer to…

Neural networks are useful in SEO where you need a quick draft or to make sense of data you already have: suggesting query wordings and grouping them, sketching a page outline, title…