The author's latest articles: Iryna Voitovych

Customer Development (CustDev or “castdev”) is an approach to product development that focuses on testing business hypotheses through direct communication with potential customers.

UTM tags are special parameters that are added to a regular sitelink after a question mark.

Trust is a set of signals that show search engines and users how trustworthy a particular site is.

A proper checklist does not describe general principles or strategy, but provides specific steps, completion criteria, and, if necessary, responsibility for implementation.

Google Calendar is more than just a list of appointments. It's a platform that combines events, tasks, notifications, meeting pages, and teamwork tools.

Sitelinks are a set of internal links that Google sometimes displays below the main result in the search results.

Geotargeting is an algorithm that allows content or advertising messages to be shown to users based on their geographical location.

When a brand tells stories about people, challenges, and solutions, it becomes more understandable and relatable to the customer.

The main business advantage is not just a “good impression,” but the ability to convert interactions into quality data: segmentation, personalization of communications, and automatic lead qualification.

When user attention is limited, competition for each click increases, and the cost of customer acquisition rises, the way information is presented often matters more than the product itself.

Practice shows that content shared by employees generates higher engagement and better conversions compared to posts from official brand accounts.

Search Generative Experience (SGE) is Google's approach to search that uses generative artificial intelligence to generate concise, coherent answers to user queries.