Ahrefs backlink checker
Ahrefs is one of the most comprehensive tools on the market for keyword verification, link building and content. Its main advantage, however, is the link building part, because it has the largest link base on the Internet, and thus the information that we can obtain through it is invaluable. In addition, this link base is updated every now and then so you know when you are losing links or when you are getting them. This is due to bots that, like Google, roam the Internet, but index links instead of pages.

AnswerThePublic
AnswerThePublic is a tool that allows you to find out what users are looking for on forums, blogs and social media. This is a free app for keyword research and creating content ideas. After entering the password, we receive dynamic charts containing the queries that were entered by Internet users into the Google search engine. Thus, we get a list of keywords from the so-called long tail. The website interface is in English, but the tool itself is simple and intuitive.

Check My Links
Check My Links is a Chrome extension that allows you to identify broken links on any website with one click. Broken links negatively affect the user experience and search engine optimization (SEO) efforts, so clearing them quickly is in our best interest. After starting Check My Links, the page scanning process begins. The results will be displayed in the form of a readable graph. You can also choose to scan pages automatically. Indexed links will be highlighted in the color corresponding to their status. Broken links are displayed in red.

Google Analytics
Google Analytics is a free tool from Google that is used to track website performance and collect information about visitors. It can help companies identify the main sources of user traffic, evalsuate marketing efforts and campaigns, discover trends in user engagement that can be used to improve marketing campaigns, drive traffic to the site, and retain visitors for longer. As we can see above, Google Analytics provides statistics that are useful in the context of optimizing the website for search results (SEO) and for marketing purposes. Google Analytics as a free SEO tool is very handy!

Google Data Studio
Google Data Studio is a data reporting tool. It is used to create interactive and responsive dashboards that allow you to build your own panels using templates with a variety of charts, maps and tables. Access to advanced data makes it possible to evalsuate the effectiveness of SEO activities, as we can see, among other things, site traffic and how your sites are indexed by search engine bots. Google Data Studio collects metrics and indicators that support decision making and strategy direction, so companies take less risk and increase the chances of achieving their goals.

Google Search Console
Free tool available for any site. Google Search Console, contains tons of data about our site related to organic search results, as well as various error reports. Search Console is constantly evolving as Google adds new features and changes its approach to what is important to users, for example, an emphasis on site speed means that some of the platform’s key error reports are related to speed. You may also see crawl errors for your site or pages that Google tried to add to its index but was not able to do so due to poor coding.

Google Trends
Google Trends is a free tool provided by Google that will allow us to compare the search popularity of different words or phrases. Thanks to this, we know what is the level of searching for a specific keyword in a given time period. This comparison is represented by a graph that shows the search terms from 2004 to the present, which allows us to see changes over time and geographically. Other data that is shared with us is the global heat map that graphically shows the index of the number of searches in different regions of each country, or the list of words related to each search phrase that shows a greater increase. Google Trends also gives us the opportunity to compare up to 5 terms at the same time, and thus see how their popularity has changed over time.

HubSpot Website Grader
Website Grader is a tool that can be used by all websites, not only those related to Hubspot. It is a great tool when we want to check what stage we are at in terms of our website and SEO activities. To use, enter a URL and an email address and Hubspot will crawl your site and present a scoreboard. Our website will be assessed in four broad categories: Performance, SEO, mobiles and Security. Thanks to HubSpot Website Grader, we will discover areas for improvement and find out what to do to make our website more SEO optimized.

Screaming Frog SEO Spider
Screaming Frog SEO Spider is a program that captures web links, images, CSS, scripts, and applications. It also downloads key page elements for SEO, presents them in tabs by type, and allows filtering for the most common SEO problems. You can view, analyze and filter information as it is collected. Screaming Frog SEO is especially helpful when analyzing medium to large sites where checking each page manually would be extremely laborious.

SEMrush site audit
SEMrush works well for small to medium sized websites. The site audit option will allow you to analyze a given page (in the free version up to 100 pages) and will check about 140 different parameters related to SEO. It is, among others, o duplicate content, broken links, HTTPS implementation, page indexing. The website audit results show an assessment expressed as a percentage and any errors that need to be corrected. Each item has information on why it matters and how to fix it.

SEOquake
SEOquake is an easy-to-use SEO tool. Just install it on your browser. The main advantage of SEOquake is the ability to view all data and indicators in the same place, which facilitates their interpretation and decision making in the field of website positioning. You can also get more complete information on page or keyword optimization thanks to the audit option. Another advantage is the insight into site metrics that rank in the results for the searched keyword.

Surfer SEO
Surfer SEO is a free SEO tool used to support website positioning through content optimization and the appropriate selection of keywords. The SEO Surfer analyzes the current top 50 results in Google Search for potential ranking factors for the searched phrase. It also comes with a built-in keyword research and SERP review tool that gives you the average word count or preferred content length and keyword frequency and page speed estimates.

Yoast SEO
Yoast SEO is a WordPress plugin that will improve our site’s search engine ranking by helping to optimize page content and keywords. Once installed on your WordPress site, the Yoast SEO plugin will appear on each of the pages and posts you create, then analyze the page content and make suggestions on how to improve it. Unless we have extensive SEO knowledge, regularly using Yoast SEO when publishing new pages or browsing existing ones is a great training. By using a plugin, we will start publishing content with optimization in mind, more instinctively.

Summary

If you want your website to attract more traffic and provide a better visitor experience, you should analyze it in terms of SEO, and there are hundreds of online tools available to help you with this. We’ve put together these free SEO tools that we find valuable at Paraphrase-Online.com and that are readily available. Within minutes, you can enjoy valuable feedback on your SEO. Free seo tools – or rather the ability to use them, will also increase your value on the labor market!

With the spread of the Internet, many customers have moved to the network – including yours. That is why it is worth following the trends, becoming part of the Internet reality. Launching your own website is just the beginning, thanks to which you can reach a wide group of potential customers.

Online marketing, or what?

Online marketing is defined as all activities that support the sale of products / services and help in building the image via the Internet. At the same time, great emphasis is placed on building and maintaining a good brand-consumer relationship. All because the recipient in this case plays a much greater role compared to traditional marketing. The user is not a passive recipient of advertising messages, but has the opportunity to conduct a dialogue with the brand, express his own opinions, etc.

Online Marketing Activities

Online marketing is a very complex issue that involves many different activities. The possibility of implementing a strategy on several levels at the same time can bring much better and faster results.

Positioning
High positions in search results are desirable to increase brand awareness and generate a lot of traffic on the website. Search engine marketing helps in this, the main element of which is page positioning. Therefore, it is about developing such a strategy, thanks to which the company website will occupy the highest possible positions for specific keywords – those that are most often entered by users who will potentially be interested in purchasing a given product or service.

Google Ads advertising
Google Ads advertising is a way to appear, for example, in paid search results, i.e. those that appear above organic results. This means that the advertising message is displayed to the user after entering a specific phrase. This increases the chance of being clicked and redirected to the website. The advantage of Google Ads is its huge range and high efficiency. Therefore, this option is often used by companies that want immediate results.

Video marketing
It is an internet marketing strategy that aims primarily to build a brand image, strengthen awareness and promote specific products. Various forms of communication can be used in video marketing, e.g. video blogs, webinars, video guides, video reviews. Obviously, advertising on the YouTube platform plays a very important role in this case.

Content marketing
Content marketing should be understood as activities that oscillate around good-quality content. It is about providing useful texts in the form of a blog, sponsored articles, newsletters, e-books, reports, etc. The goals behind content marketing can be different – it can support seo, it can build an expert image or, on the contrary, for example, the image of the brand of a “buddy”. Correctly conducted and consistent activities in the area of content increase brand trust and understanding.

Email Marketing
In this case, e-mail becomes the communication tool. This form of marketing aims to build consumer loyalty, create a specific image of the company and build specific relationships with customers. One of the most frequently used forms of e-mail marketing is the newsletter. It reaches the audience by providing valuable content in an accessible form – so as to encourage clicking and going to the website. Through the newsletter, you can inform about current promotions, new products, industry events, etc. It is very important that the user has the opportunity to unsubscribe from the newsletter.

Viral Marketing
Viral marketing is based on the concept of the dissemination of information by users. Achieving this goal is only possible with valuable content – one that arouses interest. Then it is transferred in the form of shares, e.g. on profiles in social media.

Remarketing
Remarketing is defined as the activity of repeating the advertising message to users who visited specific products or visited the company’s website. This is done using the so-called cookies. In this form, there is great potential, because it allows you to more effectively reach potential customers who were interested in the offer in the past. At the same time, it makes it possible to stand out from the competition.

Blogosphere
An element of internet marketing is also the use of the blogosphere. It’s about working with bloggers who can test a given product / service and then write a review. Sometimes the cooperation concerns the placement of advertising banners or texts, etc.

mobiles Marketing
mobiles marketing takes advantage of the fact that most people use smartphoness and dedicated applications. It is through them that you can help potential customers make purchasing decisions while tracking their locations and preferences. What is it in practice? A person using a smartphones and having data transfer turned on may receive information about discounts, rebates or offers of the day when he passes by your store, restaurant, etc. This type of marketing is highly effective. In addition, the company appears to be modern and following the current trends.

Why is it worth implementing online marketing?

In the era of the widespread use of the Internet and the presence of potential customers on the web, it is worth becoming interested in online marketing. It is a tool that, if used correctly, will bring you a lot of benefits.

A chance to reach a larger group of potential customers
Do you have a small group of regular customers? While this is very good news, you can have many more. Thanks to internet marketing, you will reach new people potentially interested in your products / services. Internet marketing allows you to be where your potential customers are – even when your business is not directly related to online sales. Remember that many users – before making a purchase decision – look for information on the web. So it’s good to strengthen your image.

Attractive cost of the activities carried out
Internet marketing is a much more cost-effective option than many other forms of advertising. This is due to a simple fact: the company can choose from many tools – depending on the budget and the goal to be obtained. It is very often the case that the cost of internet marketing, SEO or social media is much lower compared to traditional marketing because we do not shoot at the barn, but only selected users – selected on the basis of the likelihood of their purchase.

Establishing interaction with customers
Modern customers want to know who is behind the advertising message, they want to have free contact with the company. Internet marketing creates such an opportunity, among others thanks to activities on social networks. Building positive relationships with consumers not only strengthens ties, but above all has a positive effect on trust and loyalty. Pleasant experiences from cooperation – not only at the time of making a purchase – influence purchasing decisions in the future.

Quick performance measurement
You don’t have to wait long to assess the effectiveness of your activities. In the case of internet marketing, you can track the effectiveness of the campaign on an ongoing basis using many useful tools. You can analyze conversions, sales, subscriptions and many other metrics. Thanks to this, you will know which channels to reach network users in order to turn them into real customers.

Reaching out with unobtrusive advertising
Nobody likes to be attacked by direct forms of advertising that clearly solicit a purchase. Internet marketing meets this goal by offering many different methods of reaching recipients – in a completely subtle and natural way. Effect? The chance of making a purchase is much greater. An example is running a blog as part of content marketing. By posting advisory articles with links to specific products / services that solve the problem, you increase the chance of making a purchase. Such an effect would not have been achieved if the advertisement had been placed “directly”.

Who is online marketing for?

A great advantage of internet marketing and at the same time an advantage over traditional marketing is the fact that it is a solution beneficial for every company – regardless of the profile, industry, size, etc.

The fact that marketing activities are carried out online does not mean that the company has to deal with online sales. All you need to do is have a corporate website through which potential customers will be able to reach you and contact you.

Online marketing is so universal that through appropriate activities it will be possible to reach potential customers interested in e.g. construction services, cleaning services, rental of tools, etc.

Where to start?

The starting point for online marketing activities is the website. It is the element that connects the company with potential customers. However, in order for it to be visible, you need to build a range. This is what internet marketing helps with: from positioning to cooperation with the blogosphere.

Remember, however, that you must conduct internet marketing in accordance with your strategy. Random actions will not bring the expected effectiveness. That is why it is worth using the support of specialists who will suggest solutions adequate to the expectations, needs and specificity of the industry.

Use pixel

For more experienced marketers it is obvious, but still entering the pages of various businesses is short of this short script that allows remarketing. Of course, not every website on the internet needs a pixel and Facebook advertising, but if we are thinking about this form of advertising or are just starting to operate on this platform, pixel is one of the first things we should be interested in.

Pixel is a tracking code that allows you to create remarketing groups. The script connects the person who enters the page with the Facebook account. Thanks to this, by creating an ad, we can reach people who, e.g. have visited your website within 45 days. These groups include people who know your brand through the website. It is therefore the hottest type of recipients, and not using them and letting them go into oblivion is a flaw for the marketer.

Delving into the technicalities and specifics of this script, you will soon discover that you can add conversion events and parameters to it. What does it mean? This means that you can optimize your campaign for a specific conversion, e.g. purchase or filling out a form. Thanks to event installation, you will also learn how many conversions and values were made after clicking on the advertisement. By combining pixels with a catalog (product feed), you can start displaying dynamic remarketing, in which you will show a personalized advertisement with a specific product to the person who has previously viewed the site.

Use Lookalike groups

The previous point concerned the remarketing group from the site. These are extremely valuable recipients. What about the moment when we want to reach new potential customers with the advertisement?

Of course, we can use the classic method, i.e. directing advertising to groups built on the basis of demographic data, i.e. locations, age, gender, interests or behavior. However, we can let Facebook do all the magic for us. Then he will choose those who will most often use our services. Sounds beautiful? Indeed it is. The only thing we have to sacrifice to the platform are our remarketing lists. Of these groups, e.g. 5000 people who visited the site (data from the pixel) within 30 days, Facebook will prepare a list of 200,000 people in the country similar to these people. In the source, each of the 5000 people is hundreds of data that the platform analyzes and searches for profiles with similar characteristics within a given country. You can also create Lookalike based on the list of people who interacted with your Facebook page. Then even the remarketing list obtained from the website will not be needed.

As you can see, at first Facebook Ads are mainly groups of so-called standard, i.e. demographic. Over time, however, as you gain experience, you’ll start to use a combination of remarketing lists and lookalike groups.

Advertising creation

This is the only thing the recipient sees. Not your settings, not the purpose of the campaign, but graphics or video and text are the only point of real contact with the recipient – if this point fails, your campaign will not have a chance of success.

Settle in as the recipient. You are viewing the feed on Instagram or Stories on Facebook. In what form would you like to see your ad? Stock image without an ad slogan and unclear text, unmatched by mobiles? Or maybe eye-catching graphics with a slogan in the form of Call To Action, the right button and a short, understandable advertising text? It is obvious. Unfortunately, advertisers often focus on complicated audience settings and bids, and neglect the only thing that the viewer really sees.

To create the perfect creation, I suggest you follow these guidelines:

Ad text – Probably your ad will be displayed on mobiles, so try to include a maximally simple message in the first three lines that you will see in the preview of the ad in the mobiles feed version. The text can be long and the recipient willingly clicks “view more” to read it, but you need to catch attention through the first, one or two sentences, e.g. to solve the problem of the recipient with the first few words. In the following you can write what you want.

Graphics / Video – does it also stand out in feed / stories? Gets attention? Is it clear and you know what the advertiser meant? Do you know what you, as the recipient, should do after the ad? Is the format adapted to the locations? Is the graphics on Stories vertical (sample format 1080 × 1920) and in the feed square (1080 × 1080) which significantly improves the reception? Is the advertisement based on stocks that everyone already knows or maybe on their own interesting graphics / photos?

Ad headline – Short and succinctly, this should be the headline. It can take the form of a call to action.

Button – If you offer the sale of t-shirts, you will not use the “fill in application” button, eg “buy now”. The “more information” button has already taken care of everything, change it!

Test different solutions – audiences and ads

When launching a Facebook Ads advertising campaign, we set the target, audience in the ad set, and the ad itself. Let’s stop for a moment while developing the middle part, i.e. the group of recipients. We usually set up one and publish the campaign. But why not use two or more and give the algorithm some room to work? Almost every group can be divided into two, at least according to age, locations or gender. Thanks to this breakdown and the simultaneous use of CBO, i.e. optimization of the budget campaign at the level of setting the advertising goal, we will allow the algorithm to experiment and select a group that converts better, i.e. results, e.g., at a lower cost.

We wouldn’t know about it by broadcasting a campaign with one audience.

The same applies to advertising in a set of ads, i.e. graphic or video creation. It’s worth testing different headlines, other texts or even entire graphics. After a while we will notice which performs better. Then we can stop the emission of the weaker creation and implement another one for testing, which may prove to be better than the one that won in the previous test.

Analyze on a representative sample of data

It happens that after one day we receive information from the customer that, e.g. one campaign or advertisement works better than the other, and that the worse one should be turned off. With a relatively low budget, absolutely one day of issue is not a representative sample of data on the basis of which you can make radical decisions such as suspending an element of the campaign (e.g. audience). Let the ads take a few days, 3-7 days is the right range to evalsuate the effect of our actions.

New customer profile – senior online

To start with, let’s specify who we call senior or elderly. In research, this nomenclature already affects people over 55, and therefore often professionally and socially active people. And the difference between the consumer needs of a 60-year-old and a 70-year-old is huge.

Let us assume, then, that we will refer to senior or online as people who have not grown up surrounded by modern technology, but adapt to it to a greater or lesser extent. Due to the manner and frequency of Internet use, we can divide this group into the following consumer profiles:

– Beginners – their knowledge of the network and technology is small, in this topic they rely primarily on the knowledge of loved ones. They often use only one thing, e.g. mail;
– Advanced – they work with the computer on a daily basis, understand the principles of the Internet and computer programs, and are able to use it no less advanced than the younger generation;
– Enthusiasts – they discovered the internet at a late age, it became their passion, that’s why they use new technologies, invest in them, for example: replace the old phones with a smartphones, understand the operation of applications and games.

What technologies does e-senior use?

Seniors are not strangers to using a smartphones or a computer, and in case of problems they use the help of younger family members or IT courses. E-seniors are also eager to use tablets and e-book readers. Thanks to the data, we know that 18.5% of people in the age group up to 75 are actively using the internet. People over 50 can spend up to 4 hours a day on it. So what do they most often use the network for?

What does a senior do online?

In studies carried out at the request of Paraphrase-Online.com, 94% of respondents declare that they actively use online banking, and 68% of them do it at least once a week. Thanks to the online service of a bank account plus the increasing knowledge of the network, new opportunities have opened up for seniors in the form of online shopping.

The most frequently purchased products include clothing, cosmetics, perfumes and books. Often these are gifts for friends and family members. Household and RTV purchases are also becoming more and more popular. Thanks to research carried out by Paraphrase-Online.com, we also learn that 62% of seniors spend time searching for information about brands, and 65% before buying, compare products, looking for a convenient offer for themselves. Senior online is no different from a young internet user.

mobiles activity is not worse. It turns out that the smartphones often replaces your favorite newspaper or TV show. According to a survey conducted by Paraphrase-Online.com, 60% of users use it every day, and not just for sending sms or phones calls. E-senior willingly takes pictures, and then shares them on social networks, gives on forums, comments. Research has shown that 39% of users aged 55-64 have an account in social media. On portals for seniors you will also find a series of guides on how to use e.g. Snapchat or Instagram.

Adaptation of UX solutions to the needs of E-seniors

It is worth noting that the mechanisms, which are intuitive for the young generation, will most likely be incomprehensible to the senior. Should they be changed completely? As long as e-senior is not our main recipient, the exchange of solutions can be replaced by instructions or a guide. In the opposite situation, it is worth investing in designing the interface or customer path tailored to the needs of the older user. What should be considered?

– Security – one of the most important values for the elderly in the network. Very often he becomes a victim of fraud, cheating or cyberbullying. It is worth stressing the recommendations and certificates, as well as providing access to the hotline or other contact with a person who will assure the senior about the company’s credibility;
– Clear interface – should be easy to use and have specific descriptions and commands;
– Product or service description – must be very accurate. Seniors are a generation that values ‘live’ shopping very much because of their physical sensations – nothing else will provide them with the benefits of a product like seeing it or trying it out. That is why it is worth investing, e.g. in 3D or 360 preview;
– Comments and opinions – seniors do not differ from other clients in this field. They want reviews that will verify product information, so you should increase their visibility on the page.

Customer profile and future of the market

Thanks to statistics and research, we know that the growing number of seniors can significantly affect the consumer market. Longer professional activity and higher earnings are just some of the factors that allow you to look at this group with more interest. Increasing technological awareness gives a lot of new marketing opportunities targeted specifically at e-seniors. Therefore, it is worth paying attention to his needs when creating and improving contact points with the company, especially in the face of data that shows that in a dozen or so years he will be the main recipient of the market.

In the elements of eristics and rhetoric we read: “In statements, keywords should be repeated or replaced with words related to them semantically.“

Of the four advantages of praising (brightness, correctness, appropriateness and ornamentation), repetitions affect two. Thus, thanks to repetitions, the statement becomes clearer (specifically: consistent) and decorative. They will also make it easier for the specialist text reader to remember the most important information.

How to increase consistency through repetition

Have you often heard the phrase: “Replace repetition with a synonym“? Well, I have interesting news for you: a synonym is also a repetition! Only inaccurate. Both exact and inaccurate repetitions and discussions, i.e. periphrases, help to make the text consistent. What repetitions will give the text consistency?

– the same word – when necessary, e.g. Google values ​​timeliness. If you expand an old article by adding some new paragraphs to it, Google will see it and index it again. Although you can replace the word “Google” with the word “search engine” in this sentence, Google will be more precise.
– a synonym, She liked to wear a hat with a feather. The decorative headgear attracted the attention of passers-by.
– a more general word, e.g. People surrounded Angelina with a wreath. This squat woman with a distracted look knew all the latest news.
– replacement of one name with another, i.e. metonymy, e.g. The actor read the poems of the master. The words of the master from the forest, heard years later, seemed different than in school times.
– pronoun, John made an appointment with Julia. He invited her to a concert of his favorite band.
– discussion, or periphrase, e.g. We ordered a chicken stew. Pieces of meat in white sauce served with loose rice turned out to be a good choice.

So when should you avoid repetition? And how, if the synonym is also a repetition? Let’s look at the sentence: A terrified neighbor ran out to the staircase. The man shouted: “People, thief!“. Repetition of an inaccurate male neighbor is superfluous and additionally confusing. Is the man who shouted a neighbor or someone else? So let’s apply the most effective editing rule: remove the unnecessary word. A terrified neighbor ran out to the staircase. He shouted: “People, thief!“

How to decorate and strengthen the text with repetitions

Writers, repeating words, do it on purpose. In addition to creativity, rhetoric helps them in this difficult art. Ways of deliberate repetition have already been discovered in ancient times.

According to the rules of rhetoric, repetition belongs to the word figures by joining. Unlike the figures by dropping, which serve to condense the content, the figures by attaching contribute to its elongation. Unnecessary? Only seemingly.

Repetition as an ornament helps to highlight words, draw the reader’s attention to them, and also play with the language. How to create such a repetition? Learn the word figures that will help you.

Poliptoton helps to focus attention on the repeated word

Repeat the same word. In this way, you’ll notice how important it is, e.g. Is there anything more valuable than time? Lost foaming can be recovered, lost time – never. And yet, when we share time with a loved one, we multiply it. Poliptoton will work better in oration than in the text. Very often we hear it in the speeches of politicians who want to emphasize the importance of a thought in this way.

Anadiplosis adds pathos

Begin the sentence with the word that finished the previous sentence, e.g. We are trying to catch up with the world and the world is not waiting for us. In this way you will emphasize the continuity of thought. Ireneusz Iwański aptly notes that anadiplosis gives the expression a shade of pathos.

Anaphora serves to strengthen

Repeat the same word or phrase at the beginning of the following sentences. According to Marek Walas, anaphora enlivens the text and makes it more emphatic. This is probably why you can often see it in advertising slogans, and they repeat it three times, e.g. in the slogan My Life. My world. My furniture. Use anaphora to stress the voltage. Let each subsequent sentence sound stronger than the previous one. Finally, anaphora, from Greek, means “lifting,” for example. She was beautiful. She was perfect. She was so haughty that I was afraid to look her in the eye.

You can repeat the selected word more than three times. Thanks to this, the tension will last even longer. Here is a statement by Captain McAdams about his last boat trip. Subsequent subordinate sentences begin with the word no:

“Not a solemn farewell in New York, not the journey itself without interesting events, not a couple of weeks waiting in Hong Kong for handing over the ship recycling facility, not even the moment of deliberate grounding or leaving the flag. I was most moved by the last descent on the gangway and the reflection from the side of the motorboat taking us. The ship was about to cease to exist. “

Epifora highlights the end of the sentence

If you repeat the same word not at the beginning but at the end of the text passages, you will receive an epiphora. Usually it appears in texts in which the subsequent parts have a similar structure, so they are parallel.

It is difficult to write a few sentences with the thought that each of them will end with the same word and make the whole sound natural. Despite this, the epiphorus appears quite often in advertising. Then the repeated word – often the brand name – appears as an answer to the recipient’s problems, e.g.
Fever? New Healthy Brand!
Sore throat? New Healthy Brand!
Overwork? New Healthy Brand!

Epanalepsa shows what the point is

Put the repeated word in important places – preferably at the beginning and end of the sentence – to emphasize what you think is the most important, as in the example: History belongs to us and the people create history. Epanalepsa will also add drama.

Diafora discovers a new sense of the word

Use the same word twice, but in such a way that the repetition prompts the reader to think about its proper meaning, e.g. What steel is steel.

Paronomasia encourages linguistic play

Use similar wording with different meanings. In this verbal fun you can also use words that sound the same, but differently written. Advertising often uses paronomasia as a set of words that differ in one or more letters.

Repeat to make it easier for the reader to remember

All information that reaches you at a given moment goes to the sensory memory, in which it remains for a maximum of 2 seconds. The ones you pay attention to are supposed to be stored in short-term memory for about 20 seconds. From there, the road leads to long-term memory. It will contain only a small part of what you have stored for a moment in short-term memory.

Proposal? Only information that he draws attention to has a chance to get to the reader’s long-term memory. You’ll increase this chance by repeating important words. “Repeating is kind of lengthening attention.“

This way you can also help the reader remember more. Because repetitio mater studiorum est. How and what to repeat in an expert article?

At the beginning of the article, pay attention to the dates you will write about – for the time being to make them interesting. You can ask a question that will direct your attention. For example, at the beginning of this article I asked a question in which two names appeared: “Do you know how to use such rhetorical figures as polyptoton or epanaleps to strengthen the text?”

Explanations and definitions in the further part of the entry will cause that the announced date will be repeated in the article. I described both polyptotonoton and epanalepsis in subsequent parts of the text.

Repetition is also a summary. You can summarize the knowledge after each important passage, or collect mainly thoughts in conclusion, as I will do now:

– Thanks to repetitions, we increase consistency, add expressiveness and facilitate memorization.
– Exact repetition, synonym, pronoun, generic word, and discussion affect consistency.
– Accidental repetition often confuses or delays the content.
– Intentional repetition helps to focus attention on a selected word, emphasizes part of the sentence, encourages linguistic play or shows what the core of thought is.
– To make it easier for the reader to read a specialist text, repeat key terms and summarize messages.

How to present a product in an online store?

Internet users like shopping online because they can make their consumer decisions at home. Nobody asks them “how can I help you?”, Nor do they have to prepare or dress before going shopping. Online stores are available 24 hours a day throughout the year, so even late at night or during public holidays you can opt for even the most extravagant items available on the internet. If you run your business in the e-commerce industry, you are probably aware of the importance of properly presenting products on your website and continuous use of quality marketing strategies. It is worth organizing this knowledge to sell more effectively online and record new profit records.

Optimizing your site for SEO is a must

You can have revolutionary product descriptions on your website and a content management system compared with the seventh wonder of the world, and the competition will still eat the whole cake if you do not adapt your texts to SEO principles that allow for better positioning in google. Category and product descriptions optimized for SEO is the first step to enter search modes and be a viable option for customers interested in a given type of product. Key phrases, relevant headers, a link system should also be used in the blog section, where it is worth regularly placing articles from your industry that will interest and engage the recipients. Content marketing is based on these types of texts, in which compliance with SEO goes hand in hand with interesting content that lays the foundations for establishing a longer relationship with the client.

Unique and engaging content

However, just saturating texts with keywords is not enough. It used to be easy to outsmart google algorithms to create schematic content, or so-called “pretzels,” but now technology has moved ahead and simple excuses do nothing. The basic sin for which the machines of the largest search engine in the world severely punishes is “duplicate content“, which is copied content that appears in many places on the Internet. You should not download product descriptions from the manufacturer’s website, at best be inspired by them.

Pasting the same content to different bookmarks and subpages is just as bad for your site’s ranking. Unique content is the basis and it is worth using the services of professional agencies, whose daily bread is to provide high-quality texts that meet the principles of SEO, are original, well-written, engaging and compatible with the sales system.

Of course, you can try to color your site on your own, but in this matter it is good to rely on the experience of specialists who quickly produce interesting content. Such material conveys basic knowledge about the product, presents its advantages and is a call to action for the customer who after reading such a description will be more willing to buy.

Unique texts written by content agencies are also appropriately targeted. Experienced copywriters adapt the style to the group of recipients, choosing a loose, direct style in content intended for example for young people, and substantive and professional in texts supporting serious business industries.

Appropriate product photos

In addition to unique content, it is worth taking care of the aesthetic appearance of the page and the intuitive interface that will make your customers feel at home on your website. Pictures of your products are very important – it’s not worth saving in this matter. Each item for sale should be photographed from many sides in professional conditions. For many customers, much more important than reading the description is the ability to view the product from different angles in high resolution to see different construction details. To optimize images according to the search engine requirements, it is worth supplementing the title and alt attributes.

You can’t forget about the reviews and reviews section on your website, where customers will be able to express opinions about your products. Also, the newsletter, an efficient search system inside the page and linking it to accounts on social networks are very effective ideas to tie the recipients to the brand.

It is very important for customers on the product page not to look for a purchase, but to see it immediately – the CTA must be very clearly visible and is usually located on the right side at the height of the product photo, which is on the left.

Social media is power

There is no self-respecting company operating in the e-commerce industry that would also not function on social networks. Sites like Facebook, Instagram and Youtube offer huge opportunities for promotion and the use of innovative advertising forms. One of them is live video marketing, thanks to which you can present your products in real time, thus engaging your fans. This type of marketing is most often used among online stores selling clothes. The construction, furniture and cosmetics industries can successfully opt for video content marketing in the form of guides. Unobtrusive forms of knowledge sharing are highly respected by the recipients. Giving something from each other, you can always count on reciprocity from customers. This is important because you can use this type of video both in social media and on individual product cards. Before the e-commerce industry, fat years, if not decades, but in this very competitive business only those who present their product in the best possible way will survive and earn. A functional and aesthetic website, reliable descriptions in line with SEO principles, well photographed products and efficient operation on social networks are the first step to success in this difficult industry.

Content Marketing consists in drawing the attention of potential recipients to the brand with valuable content. For example, if we are producing baking powder, a great move would be to include e.g. recipes for cakes on the blog. Such entries will certainly be useful to our current customers, will warm up the image of the brand, and will also attract new customers who will visit our website looking for recipes.

Popularity of Content Marketing

Is this approach to advertising popular? To answer this question, it’s enough to understand that over 55 million entries, 500 million tweets and four million blog posts appear on Facebook every day. A large part of these entries belongs to enterprises that implement content marketing strategies in this way. Such enormity of information certainly indicates the popularity of Content Marketing. Unfortunately, it also makes it very difficult to stand out and attract recipients. Due to the fact that the amount of created content is currently much larger than users could receive, their attention is only attracted by the most attractive information provided. That is why, remembering that the competition is not asleep and also cares about the website of its company, it is important to contribute to the fact that the content we publish is even better.

Although the amount of content that goes online every day exceeds the processing capacity of its recipients, it would be a huge mistake to recognize that too much content is being created. As many as 75% of people making purchases online are influenced by the content on the site. For this reason, every company tries to “arm” its brand with articles, posts or graphics, attracting potential customers. It is also worth remembering that high-quality content has a huge impact on positioning.

To be appreciated by the recipients, you must provide them with the highest quality content. It is worth noting that it is about content in a very broad sense, it cannot be limited to texts, it is also worth using graphics, videos and all other forms of communication that will affect the positive perception of the site.

Many people are certainly wondering – is this type of action a modern invention that has its source on the Internet? None of these things. Advertising techniques consisting in offering the recipient various types of attractive content in order to draw attention to the brand, worked well long before the invention of the Internet.

Why prepare a content marketing strategy?

Unfortunately, publishing content alone is not enough. It is very important that the activities have a consistent message that meets the client’s needs. That is why there is a need to develop a content marketing strategy. Thanks to it, all published content will be consistent and adapted to the specifics of the industry and the needs of individual recipients. Organized action will allow you to stand out from the competition and be successful.

You can think of strategy as planning your performance in a competition in which the main reward is to draw the attention of potential customers and, as a result, encourage them to use their services or purchase products. Without victory in these difficult competitions, there is practically no chance to be noticed.

That is why the right strategy is the key to success. Unfortunately, despite the rapid development of advertising on the Internet, the awareness of many entrepreneurs is still small. According to Paraphrase-Online.com research, as many as 63% of companies do not have a well-defined and documented strategy. Without it, online success is just a matter of chance. In the event of failure, all the effort and resources invested in online advertising are wasted.

A huge number of companies ignoring the need to have an action plan on the Internet is excellent news for all aware entrepreneurs. By resigning from the strategy, such companies make the results of their work accidental, which makes it easier for companies that will stick to the plan to stand out.

Content Marketing and positioning

Content Marketing brings many benefits, and one of them is the positive impact of positioning. Publishing attractive content on the Internet not only warms up the brand image and makes new customers reach us, but also affects the site’s ranking in the search ranking.

By placing valuable articles on the page, we influence the authority and credibility of our website. It is worth remembering that these are factors appreciated by Google and affecting positioning.
In addition, there is a chance that users who like the content of our site will place a link to it, e.g. on social media.

Summary

If you want your brand to stand out on the internet, you need to offer recipients interesting content that will capture their attention and encourage them to visit your site. It will be helpful to establish a coherent strategy of action in advance, which will ensure that every move will be planned and its result predictable. How to develop such a strategy? You will learn this from the next part of the guide, which will appear soon.

– Definition
Usability in SEO Copywriting is to provide users with the information they need in an accessible way when preparing content for positioning. This is one of the more important features of SEO texts that copywriters sometimes forget about when creating texts with relevant keywords, but without answering the questions that bother readers. Without usability, content will not have adequate substantive value that will allow the reader to choose the right product or service. At the same time, it is an important element of web usability, i.e. all factors determining the functionality of a website for users using it.

– Application in texts
When creating content, the copywriter should be aware of what the user can expect, what issues raise his doubts and what he is looking for online. Then he should try to fulfill them in a clear, clear way so that his message is understood by a person who does not have extensive knowledge in a given topic. Remembering usability and wondering how to write SEO texts correctly, you should also take care of other elements affecting web usability, i.e. a properly created visual layer of the text and its availability on the site.

The most important features of useful content for SEO Copywriter

We will briefly present in this text some of the most important principles that SEO Copywriter should follow in order to construct statements that are useful to recipients of their content that meet the principles of web usability. The basic activities that are used to create content that fulfills the task of usability are:

– simplicity of communication and compliance with the KISS rule,
– creating a persona, i.e. a portrait of a potential recipient of content,
– providing only useful information for users,
– adapting the content to the rules for creating texts for the Internet.

The simplicity of the message

An important feature of usability and web usability is the creation of content that will be simple and understandable to the average user. When writing about car batteries, for example, it’s impossible not to use professional phrases related to its construction and parameters. However, this should be done in moderation and ensure that every user, even one who has little knowledge in the field of motoring, can obtain useful information for their needs. The KISS rule is connected with this, in the light of which texts should be created without unnecessary additions.

KISS (Keep it Simple, Stupid) is currently one of the important principles not only of SEO Copywriting, but also of the entire marketing industry. These words are already over 50 years old and are attributed to Kelly Johnson. It was an American aviation engineer who recommended the construction of machines in such a way that any mechanic could cope with their maintenance and repair. This quote became so universal that it later found its practical application in many other areas of life.

When applying the KISS rule, it is worth remembering to be moderate in creating content, according to the advice: “Write straight, but not simply!”. When creating content in an accessible language, you must remember about the language correctness. The simplicity of the message can not be associated with stylistic or linguistic errors, as well as indecent words!

Creation of the persona

Creating a persona is a very important step in creating content that complies with web usability. This is a portrait of a typical recipient of our content who will be interested in using our services or buying a product. By performing this action before writing the text, we will know what our potential customer is looking for, and thus providing him with the information he needs to make the right decision – that is, take advantage of our offer – will be easier.

By creating persona you will know the basic information about your standard client: how old he is, what he does professionally, what interests he has, as well as many other features that will not only help to achieve user satisfaction and increase sales results. They will also facilitate SEO Copywriter writing texts and allow you to create a text scheme that will be useful and valuable in terms of web usability.

Facebook can also be a useful tool in creating persona. Thanks to the data contained in this social network, we can have a clear picture of users responding to our business: likes, commenting and sharing our posts.

Providing relevant information

It often happens that we read a text with several or even several thousand characters, but after reading it we have the impression that we have not found anything interesting. It is very possible that we will not get through it, because most of the content will be useless to us. The so-called. “Pouring water” certainly does not promote the usefulness of SEO texts and web usability. The copywriter should include the substantive issues to the maximum extent possible. The previously mentioned persona is connected with it, thanks to which it is possible to determine what information the potential customer will be looking for and such data should be received.

Content creation in accordance with the principles of webwriting

The place in which we publish content determines how they are placed so that they are most useful to the user. In the case of websites, such rules are set by webwriting, i.e. the technique of creating content for online needs. The features of utility mentioned earlier are closely related to it, namely simplicity and brevity. It is also worth applying other web usability principles:

– include the most important information at the beginning of the content to attract the reader’s attention,
– use short sentences, without multiple constructions,
– use friendly formatting: short paragraphs, headers, as well as bullets that will draw the attention of “scanning” the content of the recipient,
– use visual materials: photos, graphics or multimedia.

Summary

Caring for usability in SEO Copywriting, which is an important element of web usability, is one of the most important rules for people writing texts in terms of positioning. Without complying with it, the texts can become completely useless to the recipient. Therefore, it is worth following the following guidelines:

– When writing SEO texts, you should focus on a maximally simple and understandable message, and at the same time correct in terms of language.
– It is extremely important to create a persona, i.e. a portrait of the universal recipient of our content, thanks to which it will be easier for us to adapt the appropriate content to users. At the same time, it will affect the effectiveness of our activities.
– Users want only useful information, so you need to limit the use of unnecessary content that is not related to the topic.
– Adapt the content to the rules that prevail on the Internet – prepare texts that are visually attractive, including multimedia materials, containing the most important information at the beginning of the text, using webwriting and UX writing techniques that affect web usabiility

UX writing is a writing technique that complies with User Experience, i.e. the user’s experience on the website, adapting the content to the usefulness of the recipient. You can read more about UX writing in the future text of our web usability guide.

The usability of content is only one of the elements, although very important, belonging to web usability. We will describe this issue in more detail in one of the next texts on our blog about positioning.

Website optimization and optimization for keywords

Website optimization differs from keyword optimization. Performing optimization of the website, we take actions that are aimed at eliminating errors affecting the entire website, such as (examples of relatively common problems):

– website duplicate
– duplicate home page,
– duplicate subpages,
– difficulties in indexing the page (modifications in the robots.txt file, meta robots, canonicals, etc.),
– sitemap.xml file is missing or the situation where the file is, but requires corrections,
– unfriendly subpage addresses,
– incorrect use of Hx headers,
– no nofollow in outbound links,
– no alt descriptions for graphics on the page.

Also problems related to the speed of displaying a website or problems with the mobiles version affect the website globally, although they affect positioning. Website optimization aims to increase its overall “quality result” and can have a positive impact on the positioning process; however, it is something other than optimization for specific keywords. Of course, this overall website optimization affects the visibility of the website – a better website is a way for robots to visit and index it better. However, these are not actions that are precisely targeted at specific keywords, which our customers particularly care for and for this reason they decided to include them in the positioning agreement. Activities that are directly aimed at optimizing the website for specific keywords can be considered activities carried out within the website such as (examples of popular activities):

– meta title optimization on subpages related to keywords,
– meta description optimization on subpages related to keywords,
– introduction to subpages associated with keywords of optimized and unique content,
– implementation of Hx headers using keywords,
– running a blog and placing content related to key categories and points of the offer on the client (although proper running of the blog is also an activity strengthening the entire website),
– internal linking based on blog entries,
– entering keywords to the URLs of selected subpages thematically related to these keywords (which is not synonymous with making them friendly, because the subpage can have a friendly URL without using keywords),
– entering keywords in selected menu items (changing the name),
– creating new subpages dedicated to those points from the offer that are related to keywords,
– entering the address of the registered office, stationary store, subdivision, etc. on the website (this is important in the context of positioning for specific cities). Also, linking a website can be targeted more to strengthen specific subpages and related phrases or the entire website.

What does website optimization give?

Its effect is overall strengthening of the website and elimination of errors that hinder the positioning process. As a result, the visibility of the website may increase – overall, for any phrases that Google’s web robots can associate with a specific website. These phrases can be keywords for which we want to position our website, related phrases – so-called “Long tails”, but also for example personal details of company bosses, often appearing in the content of the page characteristic phrases, etc.

When deciding on positioning done with the help of the optimization of your website alone (without optimization for specific phrases) you should be aware that the impressive visibility results achieved by our website (e.g. over 4,000 phrases related to our website placed in the top 50 – this is the result of Paraphrase- Online.com) are partly the result of associating it with such rather few (to put it mildly) sales slogans. In the case of such optimization, however, you can actually talk about the lack of limits – no one assumes and rigidly sets the maximum number of keywords that can be associated with a given website.

What does optimization do for specific keywords?

In this case, we have activities focused strictly on strengthening specific phrases and those that are quite closely related to them. Illustrating this with an example: if we position our website for the keyword “wooden kitchen furniture in Los Angeles” and the descriptions of products and categories will often show the term “modern” in the context of our offer, there is a good chance that our website will appear quite high in the search results after entering the term “modern wooden kitchen furniture Los Angeles”, despite the fact that the password is not on the list of positioning keywords included in the contract and there are no dedicated activities carried out for them by the positioner. Well-positioned positioning can give us visibility of phrases with “long tails” and provide it even before the main phrases of the contract are in the top 10.

So what is worth betting on?

As you can easily predict – the best solutions are given by combining website optimization with optimization for specific keywords. Both types of optimization work well together and bring the best results. The positioning packages proposed by Paraphrase-Online.com contain information on the number of phrases for which the given website is positioned. In addition to those saved in the package, the total number of passwords that can be found on our website is also increasing.

Online store advertising – the main benefits

Online store advertising can bring measurable benefits – provided that it is based on a carefully developed strategy and is well thought out. Therefore, it requires considerable skill and sensitivity – it is important because the slightest mistake can have the opposite effect to the intended one.

– You become visible to network users – Online store advertising has no time limits, therefore you become visible to network users. This is a huge opportunity, considering the fact that every day over 4 billion people use the Internet worldwide.

– You are visible without time limits – Online store advertising can be displayed around the clock – 7 days a week. There are no time limits here, e.g. related to the opening hours of the store. Thanks to this, potential customers can see your offer even when the store is closed. What’s more – if it is an e-store, they can make purchases as soon as they become familiar with the content of the advertising message.

– You adjust the cost of advertising to the budget – Store advertising on the Internet is very flexible in terms of costs. You can customize each campaign to your budget – even the most limited budget. While, for example, $250 is not enough for advertising on the radio or television, such an amount spent on advertising on the web can bring satisfactory results and convince you to in-depth investments in the selected channel.

– You can specify the target group with more precision – You can tailor online advertising to your target group. Using the right tools, you are able to direct the message exactly where it will bring the best results, e.g. increase in sales, increase brand recognition, etc. (If the store’s offer is addressed e.g. to men in the 30-45 age group, the message will reach them In its creation, you can use their preferences or use it to speak “their language”).

– You constantly monitor the effectiveness of advertising – Online store advertising is completely measurable. It is possible to constantly monitor the course of the campaign, which allows you to assess the effectiveness. This way you know which channels bring the best results, and which ones you can opt out because they don’t translate into traffic.

– You can modify your campaign – Online store advertising is characterized by great flexibility. The message can be quickly and easily modified if it proves to be ineffective.

How and where to advertise a store on the Internet?

Online store advertising offers many possibilities. Choosing the right channels depends not only on the budget available, but also on many other factors. An important role may be played by, among others whether you run a stationary store or do online sales.

– SEO
SEO is a series of activities that make a store visible in an internet search engine. However, the point is not to be in the search engine at all, but to get there high enough positions for relevant phrases. Statistics show that the majority of network users pay attention only to addresses of sites occupying TOP10 search results. This means that the positions on the following pages reduce the chance of reaching potential customers.

Taking high positions in the search engine is easier when you sell by mail order. You can do, among others store optimization, among others by modifying category descriptions, creating unique product descriptions, creating content within the blog. Publishing articles on external websites is also helpful.

– Google Ads
Google Ads is a paid advertisement that has two options.

One of them is AdWords campaigns based on sponsored links for specific keywords. When a user types a specific phrase, an advertisement for your store will appear above the organic results.

Another option is the so-called banner campaigns on external websites. The store’s advertisement will be displayed on various portals – when the user clicks, he will be directed to the website of the online store.

– Advertising in social media
Running a Facebook fanpage is one of the elements of online advertising. However, it is worth going a step further by opting for paid advertising campaigns. Facebook offers increasingly broad methods of promoting its products due to the growing pressure of monetizing the whole environment. You can not only start various posts and formats, but also invest in remarketing, abandoned baskets, lead ads, promotions on messenger or instagram.

Store advertising on the Internet – alone or with experts?

Nothing prevents you from running an advertising campaign yourself. However, you need the right knowledge and various tools can be useful. Lack of experience in this field may result in … throwing money away.

So if you are just starting your adventure in implementing advertising campaigns, rely on the help of experts. By choosing cooperation with an experienced agency, you will better choose the target group, set the optimal duration of the campaign, and choose the right tools. Remember that the budget devoted to cooperation with experts does not have to be larger – aiming at the right actions can translate into savings. With specialists, you won’t go astray and randomly test specific advertising tools.