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Selling to Russians News: Promotion in Russian internet
June 10, 2012

Hi Everyone,

As promised, let's talk about promoting your real estate website in Russian internet to attract more visitors from Russia who can very well turn into buyers, and this is your ultimate goal, isn't it?

Ok, you have your well-developed and search engines optimized real estate website in Russian; it was submitted to Russian search engines, now what? Sit and wait till Russian buyers will come? Will they come automatically? Nope... At least not immediately...

Search engines almost never assign high positions to brand new websites according to their rules. It is all automated and actually they never disclose those rules of assigning positions for websites in searches as the rules are their business secret, but some common sense can be applied to know more about the rules anyway.

So, the factors that influence your website position in searches are many; some belong to the stage of the website creation (called optimization) and we talked a bit about it in the previous issue of this newsletter; some other come later when the website is already functioning on the internet and will move the website higher and higher in searches with time if done properly.

One of the most important factors of pushing your website higher in searches with time is the amount of the links that other relevant sites provide to your website (we are not talking here about the links from all kind of garbage collection sites as all positioning algorithms do their best to eliminate them from counting, but the future linking to you websites should be from really good informative high-ranked websites on the same topic as yours that would agree to put a link to your new website).

To find such possibilities of linking to you is an art and science; some of them can be free and some would demand a small fee for placing a link to your website from theirs. The good websites on the topic close to yours that you should consider as a source of a link to your own website can be found among Russian forums on international real estate, blogs on traveling from Russia to foreign countries, etc. etc. Sometimes you are allowed to comment on a relevant article with a live link to your website. Some websites would be willing to do link exchanges with you, etc. etc. The possibilities are endless, but this route of building links to your new website takes time and some money of course.

Applying this strategy to my model website in Russian created for a loft in Tribeca, New York has eventually made the site to be on the 1st page in both major Russian search engines and for search terms (in Russian) "loft in Tribeca New York" and similar (of course, it would take much more to get any top position for broader terms like "New York real estate" as competition is much higher for these general keywords...)

Another option for a new website to be visible is paid-per-click advertising with search engines (takes some money as well, but is almost immediate).

So, the best promotion strategy for a new Russian website would be: to start with some paid-per-click advertising with Russian search engines – it'll bring you visitors right away; and at the same time doing link exchanges, asking for links from established Russian websites on the topic and placing links to your website in comments on topical Russian forums and blogs where possible for free – it'll improve your Russian website organic search engines positioning in the long run.

All of the above can apply to websites promotion in any language internet of course, not only to Russian websites.

To your best business success,


Olga Kellen,
"Anything Russian",
English - Russian Translator,
Associate member of ATA,
American Translators Association
Author of the e-book for realtors
Selling to Russians

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