Promoting Websites in Western and Eastern Markets

Promoting a website can be a challenging task, especially when it comes to reaching an international audience. While the strategies for website promotion may seem similar across different markets, there are actually several key differences between promoting a website in Western markets and in the countries of the former Soviet Union (CIS). In this article, we will take a closer look at these differences and explore the most effective ways to promote a website in both Western and Eastern markets.

Promoting Websites in Western Markets

In Western markets, the most common and effective ways to promote a website include:

  • Search engine optimization (SEO)
  • Pay-per-click advertising (PPC)
  • Social media marketing
  • Content marketing
  • Influencer marketing

SEO is the process of optimizing a website to rank higher in search engine results. This can be done by using relevant keywords, creating quality content, and building backlinks. PPC is a form of advertising where the advertiser pays a fee each time their ad is clicked. Social media marketing involves using platforms such as Facebook, Twitter, and Instagram to reach potential customers. Content marketing is the creation and distribution of valuable and relevant content to attract and engage a target audience. Influencer marketing is a form of marketing where brands collaborate with influential people in their industry to promote their products or services.

Promoting Websites in Eastern Markets

Promoting a website in Eastern markets, specifically in CIS countries, involves some different strategies. These include:

  • Search engine optimization (SEO)
  • Contextual advertising
  • Social media marketing
  • Targeted advertising
  • Email marketing

While SEO is still a key strategy in Eastern markets, contextual advertising is more popular in CIS countries. This type of advertising involves placing ads on websites that are relevant to the products or services being promoted. Social media marketing is also effective in CIS countries, but platforms such as VKontakte and Odnoklassniki are more popular than Facebook and Twitter. Targeted advertising is another popular strategy, which involves using data to target specific demographics or groups of people. Email marketing is also an effective way to reach customers in CIS countries.


Promoting a website in Western and Eastern markets requires different strategies. While SEO, PPC, and social media marketing are popular in Western markets, contextual advertising, targeted advertising, and email marketing are more effective in CIS countries. To reach the most customers and achieve the best results, it is important to understand the unique characteristics and preferences of the target audience in each market.