Inbound marketing versus outbound marketing

Where does this division into two types of marketing come from and what does it mean? Outbound marketing is defined as “outbound”. It includes all activities of addressing the customer and thus encouraging him to take advantage of the offer. It includes, among others direct advertising and promotion.

Inbound marketing, in turn, is called “inbound”. It consists in carrying out such activities that are to lead to a situation in which the customer will find a given company and express interest in its offer.

Figuratively speaking, outbound marketing can be compared to a loudspeaker or a megaphones from which advertising slogans and a message directly encouraging you to use specific services are heard. Meanwhile, inbound marketing activities can be compared to a magnet that attracts customers to the company and its offer. In practice, the outbound strategy uses, among others:
– graphic advertising on the Internet,
– TV and radio advertisements,
– outdoor advertising,
– telemarketing,
– leaflets, advertising catalogs, brochures,
– paid links and advertisements on various websites,
– mailing and SMS campaigns,
– on-site advertising: incl. web push notifications, pop-ups, chats encouraging contact.

Meanwhile, as part of inbound marketing, you should deal with:
– company site,
– SEO,
– content marketing (including blogs, podcasts, webinars, video content, etc.),
– social media,
– newsletters,
– discussion forums.

All these activities should be based on prior arrangements as to the target group and its exact profile. Only then can they be tailored to the needs of a potential customer, and therefore effective in attracting him and then generating conversions.

Outbound marketing – principles and advantages

 Currently, inbound marketing strategies are used much more often, while those “outbound” are often considered less beneficial, less effective, and even outdated. It doesn’t have to be that way, though. Most often, in outbound marketing, an undefined message is used – the same for all recipients and usually not fully supported by the expectations of the target group. However, it is also possible to test different formats and check their effectiveness.

It is important to remember to adapt the rules of operation of outbound marketing to the needs of the modern consumer. There is no place for outdated techniques or intrusive, irritating advertising. However, it is worth taking care of:
– personalization of communication – wherever possible;
– adopting an advisory, expert tone – customers do not like pushy “stuffing” them with products, but value reliable information and advice from professionals;
– careful selection of communication channels – depending on e.g. on the scale of the business, industry and target group.

The advantages of outbound marketing include:
– control over the message in communication (because it is usually one-sided),
– the ability to quickly achieve results, such as building awareness of a given brand,
– relatively low costs in the case of running online campaigns,
– the possibility of operating on a large scale.

Certainly there are also some disadvantages to this type of strategy. This, for example:
– the risk of causing negative reactions from potential customers (intrusive and disturbing advertising),
– some difficulties with targeting the message (i.e. adjusting its form and content to a specific recipient), in particular outside the Internet,
– the risk of the message being ignored by the recipients – the society is flooded with constant advertising message, therefore it becomes resistant to it,
– relatively high costs per acquired lead.

Can inbound marketing be an effective solution for your company then?

Inbound marketing – principles and advantages

The idea of inbound marketing is based on attracting customers. Therefore, it requires a thorough understanding of their needs. How to make the client want to come to you? Belongs:
– develop a detailed marketing strategy – vision, goals and methods of their implementation;
– define precisely who is the target recipient of your services – the profile of your model client should include as much information as possible, including age, gender, profession, habits, expectations or needs;
– prepare a website – keeping in mind its aesthetics, functionality and maximum simplicity, which will facilitate the shopping path and conversion;
– create valuable content and constantly supplement the website with it;
– keep profiles on social media, ensuring that the content presented in them is up-to-date;
– use thematic and industry websites;
– take care of the constant acquisition of leads and develop a system that will help make sure that they will become customers;
– constantly analyze the methods used and deal with their improvement.

Inbound marketing should be focused primarily on building brand awareness and strength as well as gaining customer trust. This has its advantages, provided, of course, that the strategy is properly developed and implemented. These include, among others:
– the ability to reach a large group of customers,
– relatively low costs,
– many forms of communication and almost unlimited possibilities in terms of creation,
– high targeting opportunities,
– the ability to build brand authority and inspire trust at the same time,
– a message based on the intention to buy or the customer’s interest – does not arouse desire, is not intrusive,
– hard sale.

However, this is not a flawless method! They can include:
– high barrier to entry – inbound is based on tools whose level of complexity has increased significantly over the last decade. In principle, the support of a specialist is necessary to obtain optimal results.
– Limited opportunities to build coverage in niche industries – going beyond them can dramatically increase the cost of customer acquisition.
– High budget required in some segments.

When to use outbound marketing?

Certain criteria should be taken into account when considering the two types of marketing strategy. In some cases, outbound marketing works much better, and in other cases it is better to focus on inbound methods. So when is it worth using outbound strategies and addressing customers directly?

When you expect quick results
We have to wait for the results of inboud activities. So if you need to achieve specific goals, it’s best to turn to outbound techniques or paid advertising like Google Ads. They usually allow you to gain certain clients or leads in a short time. It is worth remembering, however, about the principles of running effective outbound campaigns, which have been included above.

When you are new to the market
It is difficult for small, new companies to break into the minds of customers by conducting only inbound marketing activities, and waiting for results may lead to a deterioration of the company’s financial situation. Therefore, to put your foot in the door crack, it is worth using outbound strategies that will help increase brand visibility, and at the same time gain leads at a much lower cost.

When you have a limited budget to start
If you have a small amount of capital, you definitely cannot wait for the effects of running incoming campaigns. Then a well-thought out action of the outbound type with paid channels may prove useful. Of course, this does not apply to companies that have, for example, low fixed costs and can afford to wait longer for results despite a limited budget.

When to use inbound marketing?

Of course, there are also situations in which inbound marketing is usually much better. When is it worth using?

When you take your time
Do you want to build a strong brand, but do not expect immediate results? If you have the right budget and can afford to slowly build your position, it is worth focusing on intense inbound activities. Remember that it can take many months from starting them to acquiring a client. Meanwhile, there is still time to carefully prepare your marketing strategy.

When you realize the importance of good content and have the opportunity to create it
Writing an expert article for your company’s blog from time to time may seem like a simple task that you can do yourself in your spare time. However, this is very disastrous thinking. Taking care of the published content is very important, so it should not be work done “on the occasion”. It should be ensured that the content is of high quality and complies with SEO principles, which requires appropriate knowledge. In addition, someone has to watch over the regularity of publishing the content. Therefore, it should be dealt with by a specific, designated person who at the same time has the appropriate qualifications. Instead of hiring a new employee, you can entrust this task to an agency – in many ways it is a more profitable solution.

When you know your target audience
The great strength of inbound activities is the ability to precisely match them to the target group. Therefore, you absolutely must know it very well – otherwise the strategy you are pursuing will not make much sense. You need to know who your customer is, but also what messages he / she reacts to, how he / she buys purchases and what values he / she believes in.

When you have the right budget
It is about financial resources that will allow you to wait for the results, but also about the amount of funds allocated for marketing. Developing, implementing, and then refining an inbound strategy is usually quite resource-intensive and time-consuming, although the cost per lead is lower than outbound campaigns. Of course, the exact amount of the required budget depends on many factors, including industry, area of operation and competition. In inbound marketing, however, the snowball effect applies. Consistency in acting in the long term can offer you the cheapest lead acquisition.

Inbound and outbound – together or separately?

The above content should help you decide which marketing strategies to use. However, there is also a hidden option number three, which is a combination of inbound and outbound. Does it make sense? Absolutely and probably the best solution! In many cases, this is how you get the best results. Complementary and interpenetrating marketing techniques will allow you to get more customers and maximize your profits. Example? You can use an email campaign with a link to an educational video or article. Such a combination of outbound and inbound activities is characteristic especially for companies with slightly more experience on the market, as well as with a budget, and this is when it turns out to be the most profitable.

How do others do it? Statistics show that smaller companies place by far the greatest emphasis on inbound activities. This tendency is especially visible in enterprises with up to 25 employees. Companies employing from several dozen to 200 people clearly increase their outbound marketing expenses, while in the largest ones (over 200 employees), outbound and inbound methods are basically used in half.

It can certainly be said that modern companies place an emphasis on inbound marketing. It’s a strategy that seems to be primarily more effective in the long run. If you want to keep up with the competition, you should definitely not base your marketing solely on outbound activities. However, the strategies used so far should not be changed abruptly. The process of their modification should always be gradual. Usually, it is also not worth completely abandoning outbound marketing. As indicated above, it also has its advantages! If it is properly implemented, it will surely bring tangible results, although more and more often such activities are considered obsolete.

Inbound and outbound marketing – how to measure the effectiveness of activities?

Still not sure whether to bet primarily on inbound or outbound, or maybe use a mixed strategy? Or maybe you want to check how the activities carried out so far will be compared to the newly implemented strategy in terms of effectiveness? Comparing the effectiveness of inbound and outbound methods is usually not easy, but it can be done. It is worth looking at various marketing indicators and measures. First of all, you should take into account the budget allocated to specific marketing activities and the number of leads obtained and compare their proportions. The so-called CPL indicator, i.e. Cost Per Lead. In addition, it is worth considering:
– QL (qualified leads) – the number of leads that are considered potential customers, ready to buy,
– CR (conversion rate) – conversion rate showing what percentage of leads from a specific source decides to buy,
– Ticket Value – The average value of the transaction for each of the customer acquisition sources,
– Length of the sales cycle – it often happens that acquiring a customer from certain sources takes less than from others.

By comparing this data, it will be much easier for you to identify which activities bring the best results and thus improve your marketing strategy. It is worth monitoring the above indicators constantly, because nothing is certain in marketing – what works great one day may stop bringing results the next.

What is causes related marketing?

Cause related marketing (CRM) is a situation when business data meets both the economic goals of an enterprise and responds to certain social problems, trying to communicate and solve them. This is the simplest manifestation of a wider phenomenon called “corporate social responsibility”. Cause related marketing is usually associated strictly with the sales process or, as the name implies, marketing. On the other hand, corporate social responsibility can be present in every aspect of a company’s activity and does not have to be widely communicated. The difference is best illustrated with examples.

Cause related marketing:
– for every $ 20 spent in our store, we donate $ 1 to Foundation X.

Corporate Social Responsibility:
– our company employs 400 drivers. We make sure that they undergo health tests every year and organize cyclical training courses to improve driving techniques.
– our company creates jam. We acquire fruit and vegetables only from local suppliers and support the domestic economy.
– we are a clothes distributor. We acquire our products only to ethical enterprises that respect employee and human rights.

The difference is therefore in the direct connection to the sales process. On the other hand, both things – undertaken by the company responsibly and sensibly – simply pay off. In marketing it’s quite simple – it’s nice to buy something and help. In the second case, e.g. thanks to driver training, the company can “save” on traffic accidents, as well as avert potential image crises associated with such accidents or operational liquidity.

The difference is also in the time horizon of the projects concerned. Cause related marketing can usually be started overnight and turned off just as quickly. Corporate social responsibility is already a long-term process that requires capital and human investment and good planning. Therefore, many companies end up with socially engaged marketing – it is simpler, and at the same time effective because its impact on sales results can be seen immediately.

Advantages of cause related marketing

The benefits of cause related marketing can be divided into three parts. The company benefits, but also the recipient of the product or service, as well as the entity we help – it can be said that all sides of this system benefit.

Benefits for the company:
– a positive image due to association with a third sector organization,
– stimulation of involvement among the company’s community and employees,
– increased consumer loyalty,
– lower level of complaints and returns,
– increase in sales.

Benefits for the consumer:
– help thanks to the purchase slightly “absolves” consumerism itself,
– greater satisfaction with purchases,
– relatively higher satisfaction with the products and services provided.

Cause related marketing – example

Toms – is an American footwear brand, which already at the business design stage assumed that each pair of shoes purchased by the customer results in the transfer of a second pair to countries and communities where it is particularly needed (regions of Africa and Asia, but also South America). A cool idea, which also shows how something apparently obvious to us, is still a scarce commodity in other regions of the world. They are usually not cheap shoes, which did not prevent the brand from achieving success in the highly competitive American market, which was simply mature in the context of the footwear industry. People love TOMS and more often attribute positive qualities to them, such as comfort or durability.

Why is it worth?

It is worth noting that cause related marketing is mainly used by large brands or … startups. As you can easily guess, the motivations for making such a decision vary depending on the size of a given business entity.

Thus, large companies and brands strengthen their brands and customer loyalty. In addition, consumer expectations related to the positive impact of large companies on local communities and the environment in general are growing. We expect more and more often that the company will compensate for its environmental impact, and even that it will provide us with information on this matter. This is a very good trend, because it turns out that it pays off in the long run both to our environment and to the company that made such an effort. Unfortunately, it is difficult to talk about some mass reorientation of thinking here. Large corporations are powerful and uncontrolled ships. They arouse admiration, but before they change course, a lot of time must pass.

The situation is different when the startup immediately decides to get social problems involved in acquiring clients. This is usually because of personal motives and motivations to somehow differentiate their actions from those powerful corporations that feed on consumerism like leeches. Startup is more and more often not only a product or service, but also a rebellion against the current state of affairs.

Credibility cause related marketing

On the internet, of course, whenever someone is in favor, someone who is opposed will also be found. Therefore, even related related marketing has its enthusiasts as well as oppositionists.

From the latter group, there are most often accusations of lack of “pure intentions” for help or cynical use of someone’s misfortune to fuel sales. Of course you can approach it this way. However, it is worth paying attention to the obvious fact that in such a world everyone would lose. Were it not for the company and a given form of assistance, as a consumer we would never have heard about a given problem and the given action would not have seen additional funds. So if you still want to make a purchase – why not do it with someone who offers sales and additionally helps someone?

Content marketing and its impact on SEO

Content marketing is one of the main factors affecting rankings in organic search results. Its use allows:

– tell Google robots what the page or subpage is about,
– contain key phrases with high potential, important from the point of view of positioning,
– increase website traffic,
– provide users with valuable and useful content,
– build the image of an expert in a given industry,
– increase conversion.

Publishing the content gives search engine robots a signal that the site is still working and is constantly updated. Unfortunately, creating new content, optimizing it in terms of search engine algorithms, and then assessing the potential in terms of profit take a long time. Therefore, before we undertake any content activities affecting website positioning, it is worth finding out what content is worth investing in.

Fresh content – does it affect positioning?

Users like not only valuable, but also current content. For the same reason, they are also valued by Google search algorithms. What is the so-called fresh content? This is content that:

– is associated with recent events that are gaining popularity (e.g. natural disasters, individual sporting events, presidential elections, information on celebrities),
– applies to events that are repeated periodically (Olympic Games, TV programs – e.g. Dancing with the Stars),
– it is updated frequently and is subject to numerous changes (e.g. product reviews, lists and rankings of the best equipment, which are updated at specified intervals).

The emergence of new, popular content arouses the interest of both current and new users – regularly published content increases website traffic and clickthrough rate (CTR), which can also affect positioning and position in organic search results.

What content should you choose? In an electronics store, attention should be drawn to an article about the most popular smartphoness or useful home gadgets that improve everyday life. In turn, in the gadget store, an article about 5 best gifts for a partner may turn out to be interesting. What’s more, such content, although related to a specific event, will also be current next year.

Fresh content – what content is it?

However, it turns out that “fresh content” is not always closely associated with the date of publication. It is the search engine algorithms that decide which content will be matched to the user’s query. It may turn out that the “fresh content” will be an article from a few minutes or hours ago, but also from a dozen or so days ago or from the previous month. Example? In the case of the password associated with the presidential election, the search results appear published several dozen minutes ago, a few hours earlier and a few days earlier. In turn, the slogan “the best smartphoness” we see both articles from a few days ago, and 2-3 months ago. Matching the most current results to queries related to current events is the result of two updates – from 2009 on indexing and from 2011 (the so-called Freshness Update), which affected about 35% of searches, and thanks to which today in the search engine we find content recently published.

Query Deserves Freshness – what does this mean?

Therefore, it turns out that Google algorithms prefer “fresh content” only for some queries. They are so-called Query Deserves Freshness (QDF). If Google considers the password to be “fresh”, the results will show recent material, but the time may vary – from a few minutes to several months, depending on the type of query. You can use such searches to create relevant content and increase website traffic, but it’s worth remembering that in the future, when the increased popularity of the query passes, the traffic generated by the material will also be limited. This does not mean, however, to opt out of fresh content, because they can be a source of many valuable links. What’s more, it’s worth choosing the right title for them – the year of publication visible in the search results can affect the increase in the clickthrough rate (CTR), which already has a direct impact on the position in organic results.

For queries outside Query Deserves Freshness, the date of publication of the article will not have a major impact on your search engine rankings. Examples of content for which publication time is not important include:
– recipe for pancakes,
– blog entry titled Which phones case should I choose?
– blog entry titled 5 ways to get a better night’s sleep.

In the above cases, not the date of publication will be relevant, but:
– value of user information provided,
– use of relevant key phrases in appropriate density,
– traffic generated by the subpage,
– authority of the site,
– popularity among recipients),
– valuable links to the site
– and many other factors.

Evergreen content in positioning – how to use eternally live content?

Somehow in opposition to dynamic content associated with current or cyclical events, stands the so-called evergreen content, which is eternally live content that does not become outdated despite the passage of days, months and even years and in the long run generates constant, valuable traffic. This type of content contains universal advice, tips and information that is not affected by the passage of time. The carrot cake recipe from 2020 is no different from the one from a few years ago. What materials are covered by evergreen content? Primarily:

– guides (how to choose an exterior door for your home, how to create a happy relationship),
– industry lists (5 ways to better sleep, 3 methods of coping with stress, 7 best natural cosmetics),
– case study,
– dictionaries of terms,
– answers to user questions and FAQ sections.

However, this does not mean that the content that users are looking for at all times, regardless of the season or season, does not require editing. Why? Because technology also changes over time. An example is the marketing and internet and positioning industry – the article on SEO myths from 5 years ago will look completely different from the one published in 2020. Therefore, if we have already created a text on such subjects some time ago, it is worth keeping a finger on the pulse and adapting it to the changing information and ways of positioners.

Fresh and evergreen content and SEO

Publishing new content usually involves either creating new subpages or updating existing ones. It is worth remembering, however, that adding content or updating it must be a thoughtful strategy, not “art for art’s sake.” If the newly published content does not bring value to the user, it probably will not bring you the expected benefits (more traffic, higher conversions). Therefore, when updating content, you should avoid practices such as:
– changing the publication date to keep the content up to date,
– cosmetic, minor changes on the page (in ads, user comments, JavaScript, etc.).

The higher frequency of updates of a given subpage and website generally causes Google robots to index it more often. A larger number of articles on a page or blog in this way generates more traffic, which indirectly affects positioning, but if this traffic is of little value (e.g. it will increase the bounce rate), then it does not have to be associated with an improvement in the position in organic search results. What’s more, SEO experts are multiplying examples of entries in top10 searches from pages that have not been updated for a long time. Therefore, the frequency of publication can affect website positioning, but does not have to, and there are so many ranking factors that it is difficult to predict the effects.

If the updates are not valuable to the user, then probably Google’s algorithms will not display them in high positions, and the content will not generate the increased traffic or conversions that we care about. Such actions do not make sense, because the content is created in order to achieve specific business goals.

Content recycling

Who said that created content can be used only once? The growing popularity of various forms of communication with users means that the existing material can be transformed into a slightly different one with little effort and reused. Examples?

– A tutorial entry on a blog can be a great base for an infographics or a podcast, and a series of tutorials material for an ebook.
– Multimedia presentation for training participants can be converted into a PDF guide (or vice versa).
– Graphics prepared for social media can also be found as an illustration of a blog post.

This reuse of already existing content is what we call recycling. These activities involve creating new content that is valuable to the user, based on existing content and has nothing to do with duplication. Content recycling can also consist of:
– article update, which we already have on the site,
– combining several old articles into one larger material (remember to redirect to avoid losing links to the material),
– extension of the guide,
– re-sharing the article on social media (containing content that does not become outdated).

What are the benefits of recycling content? Primarily:
– we save time – creating completely new materials would definitely require more energy,
– we attract recipients interested in a given medium (some prefer to listen to podcasts, others read blog entries),
– we are increasing the number of potential recipients,
– we support SEO and conversion – modern forms of content marketing, if properly optimized, also affect positioning,
– we “remind” the content of search engine algorithms that re-index the page, i.e. evalsuate its content.

How to choose subpages that need updating?

It is worth betting on updating the content if:
– the content can (and even should) be supplemented with new, valuable information,
– the site has collected valuable links and you don’t want to lose them,
– the material ranks in the top 10 search results for interesting phrases, but does not generate conversions,
– The site has several articles on a given topic, but only one of them generates relevant traffic.

When to create a new article and when to update an existing one?

Why is it not always profitable to create a new article? Because new content, unlike existing content, doesn’t have valuable links (e.g. from social media). If we want to use their potential, and at the same time we have no idea for new material, then a good solution may be to supplement the content of an existing entry. In the case of new pages that do not yet have a lot of content, it is worth focusing on new content, because these expand the catalog of keywords, which will be visible in search results.

Step by step content update on the page

To assess which pages we should update, it’s worth focusing on a content audit. Thanks to this you will be able to verify which subpages bring the expected results, which do nothing for you, and which are potentially harmful. To this end, you can use tools that analyze the traffic generated by individual URLs. Among them are:

– Google Analytics, which shows, among others bounce rate for a given subpage and the time spent by the user on a given subpage,
– Google Search Console, indicating the number of views; if there are many views and the time spent on the subpage is short, it is a signal that the content may be unattractive.

Updating content can be divided into several stages:
A. Log in to the Google Analytics account and go to the Behavior-> Website Content-> All Pages section, where we will find the most popular entries on our blog. On this basis, we preselect pages that are worth analyzing in more detail. It is worth to read them again, compare them with similar materials available from competing companies or stores and think about whether we can expand, enrich or change our own content.
B. We use popular tools – Google Analytics and Google Search Console. The data stored in them will help us choose the elements to improve. If:
– you have a high bounce rate, increase the attractiveness of the content – for example, supplement it with eye-catching graphics, tables, charts;
– the data shows that the specific subpage has a low CTR (Click Through Rate), it is worth considering changing the meta data – title, meta description;
 – the subpage generates very few conversions, focus on visually attractive CTA (call to action).
C. After making any changes, it is worth following the results in the above-mentioned tools – in this way you will find out whether the implemented changes and enriched content actually brought the expected results.

There are content that will always be up to date. However, because technology is moving forward in many areas of information, current a few years ago, today is useless. Therefore, it is worth looking at your site in this respect and checking whether we can improve, update or improve the previously created content. To this end, you can bet on:
– interesting combinations (e.g. data in a table or in the form of diagrams),
– infographics,
– updating statistical data,
– posting the opinions of other industry experts.

It may also be necessary to verify keywords – phrases popular in the past do not have to be today. It is also worth interfering with internal linking. Why? Because while we often place links to existing entries in new content, we often forget to update existing entries with links to new subpages or blog content.

Content update and conversions

One way to increase conversions is to update and enrich the content. Many SEO experts have achieved amazing results in this way. Ireneusz Iwański (Paraphrase-Online.com) increased the conversion rate from 0.54% to 4.82% in one day. An important content update can also be condensing information in one place. Lists with interesting links also attract users and increase conversions. How can this trend be used? If you’re writing an article about featured groups on Facebook, provide links to them. If you create a post about tools for a positioner, put in it links to pages of specific tools.

Use the potential of content in positioning.

The Content is King slogan is still alive, but in order for content published on our website to have a positive impact on positioning, you need to spend a lot of time and work. What’s more, user preferences and technologies are constantly changing, and website and blog owners must keep up with them. If we do not have time to create content on our website and update it, as well as regularly enrich or supplement and analyze the results, it is worth focusing on cooperation with an SEO agency. It employs both positioners responsible for technical optimization of the site, as well as content marketing specialists. Thanks to this, the team of experts will not only create valuable materials for the user, but will also update and enrich them as well as analyze their effectiveness. What’s more, by working with a marketing agency, you’ll also get a valuable profile of links that lead to your site. Only in this way – by focusing on comprehensive actions – can you count on the effects of positioning. Because content, although very important, is only one of the elements of SEO strategy.

Whisper marketing – definition

The key concept associated with the definition of whisper marketing is recommendation. What is the point To understand, think about how often you talk to family, friends or colleagues about different types of products. Do you ever share your opinion about the fridge you bought or how the new TV works? You recommend your friends proven repair companies or shops with friendly service. This is what a whisper is based on.

The goals of whisper marketing are:
– arousing interest in a given product or brand, encouraging consumers to discuss it,
– creating trends – building “fashion” for specific products or brands,
– strengthening the brand image through positive recommendations,
– spreading information about current promotions, and thus – increasing the likelihood that the customer will opt for the product.

What forms can whisper marketing take?

“Whispering” can be run both online and offline. The second category includes actions led by brand ambassadors. But online whisper marketing is the most prevalsent. This happens because:

– campaigns are easy to carry out – they can even be partially automated,
– you can gain wide ranges in various communication channels – some time ago the “whispering” on the forums was the most popular, today this role is taken over by social media,
– You can engage audiences in discussions about the brand in many ways.

But the divisions are not over yet. Because online whisper marketing alone can also be implemented by various methods – less and more ethical.

Whisper marketing – it’s not just paid posts on forums / social media. The first association many people have with whisper marketing are paid posts placed on internet forums or on Facebook by hired people. I must admit that just a few years ago this was the form most often taken by the whisper. They paid for the mass insertion of positive opinions and whispered ads on various forums, as well as in the form of comments on social media. Today, there are still brands that use this way of promoting themselves on the market – this is common, for example, during political campaigns. Nevertheless, it is worth considering:

– how unethical whisper marketing will translate into the brand image in the long term?
– how soon will customers realize that this is an “artificial” campaign and not authentic opinions published by users?

You may think that an efficiently implemented “whisper” will keep the impression of naturalness. Remember, however, that consumers are becoming more aware and able to better detect intrusive ads. And in the modern marketing model there is no place for them. That is why whisper marketing in this form is slowly becoming a thing of the past. However, this does not mean that the strategy based on recommendations is bad. On the contrary. All you have to do is focus on more ethical and effective in the long run.

Authentic reviews are at a premium

Did you know that as many as 88% of users trust authentic, verified online reviews, as do recommendations obtained through personal contact? Exactly. The term “AUTHENTIC” plays a key role here. That is, not those commissioned by copywriters, but prepared by people who really bought the product / used the service.

You may find it difficult to obtain them. But look at the success of Google Maps, which encourages users to post reviews of places they’ve visited. In fact, Internet users do not receive any material benefits from this. Despite this, they willingly share their views with others, building a community of “local guides”. Also think about a rating system that works, for example, on eBay and similar sales portals. How often do you check if the seller has good reviews when buying?

Similar mechanisms can be used to build whisper marketing campaigns. It is about engaging consumers to express opinions and share information about the brand. This is what modern word-of-mouth marketing is all about!

How to get them? Useful will be e.g.:
– enriching the after-sales service of the customer with an e-mail asking for leaving an opinion, e.g. on the website of your e-store or portal that serves this purpose,
– affiliate program that encourages the sharing of opinions about the brand and provides the customer with “remuneration”, e.g. in the form of a discount for subsequent purchases,
– running a campaign based on brand ambassadors – but those who honestly say they represent it, and engage them in discussions with community members.

In this form, you can carry out word-of-mouth marketing, among others in social media. You can use, among others, the very popular groups on Facebook. They will allow you step by step to build a community related to your brand.

It is also worth engaging users for discussion in social media. So allow them to review your services / products and respond to both positive and negative voices in the discussion. Open, honest conversation, confessing and honesty will do more than artificial opinions!

Strength of social proof

Remaining in the circle of marketing strategy based on recommendations, it is also worth mentioning proof of social equity. The point is that if the customer recognizes that other consumers have chosen the product and express positive opinions about it – they are more likely to make a transaction.

And how to use it in the context of word of mouth marketing? Tools that automate messages related to the so-called social proof that you can use, among others in your online store. It is worth informally informing people who are currently in the e-store about:
– positive opinions about a given product – this is possible thanks to the introduction of a rating system and quoting the most positive in small pop-ups,
– that someone is watching a product that interests them, as well as how many people have already bought it, the number of transactions made that day.

These are, of course, only sample data that can be included in such messages. Their content and frequency should be adapted to the specifics of your e-store. Data related to social proof should also be used in remarketing campaigns.

Word of mouth marketing – is it worth it?

Word-of-mouth marketing (whisper marketing) can have very positive effects on the results your business achieves. Remember, however, that if you want them to be long-term and improve your brand image – you should only focus on the ethical forms of this way of communicating with customers. In this way you will use the power hidden in real gossip. It spreads at lightning speed, not artificially prepared messages. Are you wondering how to translate these assumptions from theory into practice? Do you want to create a coherent marketing strategy, whose element will be communication focused on obtaining opinions and recommendations? We will help you plan and execute a campaign that will inspire your clients’ trust and increase reach.

What exactly does the SEO (search engine optimization) service that Paraphrase-Online.com provides to its clients? Do you have to pay extra for something extra for additional SEO activities? Why positioning is not an instant service and the SEO contract itself lasts up to 12 months? We take a closer look at popular questions that our account managers meet.

SEO: Positioning – what are we dealing with?

Website positioning service is more than just a one-off website review – audit, even in the extended variant combined with the preparation of optimization recommendations. The positioning performed by SEO specialists from Paraphrase-Online.com begins with an audit of the website itself and the links. The information obtained during them becomes the basis for preparing a positioning strategy including elements such as:

– website optimization, e.g. in terms of speed of operation,
– optimization of meta tags for the keywords entered in the contract,
– preparation and implementation of unique, optimized and appropriate length content on the website,
– linking divided into stages and diversified in terms of type and source of links,
– redirection,
– introducing improvements and changes suggested by Google Search Console.

The above list of works is not closed, but contains only examples of activities. A set of positioner works is created for a specific case – the individual needs of a given site. The type of access to the page at the disposal of the SEO specialist is also significant. Full access to the website is very useful for the comprehensive provision of SEO services.

The positioning strategy may change during the contract period. This is due to, among others from observing changes in the algorithm, the website’s response to actions applied by its SEO specialist, or the quality of competing websites. If the positioner observes that the competitors of the website they are dealing with increases the amount of content on their websites, they may, in response, recommend the introduction of larger pools of text also on the website which is under his care. It may also propose the creation of new subpages, e.g. a blog on a website, which will serve as a space for systematic publication of new texts supporting the positioning process.

SEO activities – what do we have in the price of the service?

We are aware that surprising additional expenses during the term of the contract is not what our customers want. To spare them such unpleasant surprises, already at the stage of presenting the offer and packages for SEO activities, we indicate what activities fall within the scope of a particular package. If our client is interested in a selected package, but would like to add something extra to it that is included in another package, then it is worth contacting the client’s representative who will provide a quote for this additional activity. Our goal is to offer SEO services tailored to the needs of our clients as much as possible.

We follow a simple rule that if something has a direct impact on the positioning service, it appears in the package of activities performed as part of the service. That is why we prepare new content for subpages directly related to keywords – this happens as part of the service. However, if our client would like to have texts written by the copywriter for all subpages, including those not affecting positioning, it will be treated as an additional service and as such an extra priced.

It is not possible that we will do some additional work on the website, and only after a while we will inform the customer that this is an extra paid item.

Why can’t SEO services be called instant?

One of the main differences between Google Ads and positioning is that in the case of the SEO service comes to wait for the results (on the other hand, they are more durable than in the case of Google Ads). Depending on the website we are working on, the existing link profile, the extent of optimization, competition, selected keywords and many other factors, we have to wait for the results for several weeks, several months or even a year. Unfortunately, positioning is not an exact science and there are no simple and guaranteed “10 added links = 5 positions increase in results”.

It happens that the very introduction of optimization brings satisfying results in the form of an increase in position. In practice, we can also deal with situations in which e.g. the next round of links brings results and increases occur. This does not mean, however, that previous actions were unnecessary – it is more about the cumulation effect. Due to this certain unpredictability inscribed in the reality of the positioner’s work, we avoid unequivocal declarations and assurances that the client will have to wait 5 weeks for results.

Just as certain actions translate into position increases, so removing them can mean declines. One of the most common cases in this category is removing meta tag optimization. The introduction of appropriate meta tags is one of the foundations of the positioning process.

During the duration of the positioning service, there are necessarily changes in the Google algorithm. Given the dynamics and frequency of their implementation, there is no way that a 12-month positioning contract would not come across them. Positioners don’t know about these changes in advance about the algorithm. Only after a while they can react to them and implement changes on the website adapting them to new realities. The changes in the algorithm should not be associated only with declines in position. It happens that such an update is a chance for quick promotion in search results (and it does not have to be only a temporary increase). The changes in the algorithm are generally geared to supporting high-quality websites – extensive, interesting content, user-friendly (see e.g. the issue of page speed). If our website falls under this trend, then updates can be its ally.

CEO basics – what do they include?

Can you talk about a kind of SEO primer, something that contains the basics of SEO in relation to each page? Certainly, it is something like a website audit, which we presented in more detail in the section “SEO: Positioning – what are we dealing with?” Of this blog article. This meticulously performed SEO audit provides solid foundations for SEO strategies. While the SEO audit is focused on examining a certain pool of “necessary” (it is difficult to imagine SEO activities in this area, e.g. without evalsuating meta tags, the presence of various types of duplicates, the amount of published content or the possibility of indexing the site by Google network robots – these are absolute SEOs basics for internal auditing), then SEO strategies may differ.

SEO strategies – why these differences?

There are many sources of differences when it comes to SEO strategies. In this case, we will focus on a few basic and common ones. Of course, there is also the fact that the SEO industry is not exact science. How SEO services are provided by individual positioners depends on their experience, know-how, tools used, etc. SEO strategies will vary depending on whether:

– we are dealing with a new page or history – a good website history is an undoubted advantage when it comes to SEO services;
– if the page has already collected links, and if so – what are the links, where do they come from, in what quantities does the website have them etc .; the current link profile is important when it comes to preparing an SEO strategy;
– SEO optimization – has it already been made, is it the correct optimization, or the desired changes can be applied safely and without problems to the website; the time spent on website optimization for SEO must be included in the SEO strategy;
– whether the page has not been punished by Google (we are talking here first of all about manual penalties – we are able to act to remove such a penalty from the website by appropriate actions).

It is also worth considering that SEO strategies are spread out over time and divided into stages that are performed in a logical order. SEO optimization, and thus its internal improvement, is usually done before linking. Similarly, even the best optimization will not produce results if the website continues to be penalized by Google.

Website optimization for SEO – compulsory driving

One of the first activities in the positioning process is the implementation and implementation of its optimization on the website. Do you dream of effective positioning?

Optimization is the point that cannot be missed. Specific websites need to be optimized at various levels; not all sites allow the same. Let us expand on these rather enigmatic statements.

Not every page requires optimization to the same extent – this means that there are pages that do not have, for example, errors in the head section that make positioning difficult, have a well-built menu and internal linking, do not have problems with duplicates. In this case, the positioner does not force on related modifications – because he does not have to. This site gets points right from the start. Therefore, it is worth consulting a SEO specialist when planning a new website and then positioning it. He will certainly suggest what to look for and implement at such an early stage. If the current website has already worked out results and e.g. positions in the top10 or close to this top, then it is worth moving to the new version of the website so as to minimize the risk of declines in already developed positions (and this risk always occurs). Here also an SEO specialist can help.

Not every page allows you to perform optimization to the same extent – it is related to access to the website, as well as the technology in which it was made. Positioners receive access from their clients to allow different levels of freedom of action. Not every change can be implemented by an SEO specialist in such a situation. You may need help from the client or a statement that we consciously abandon its implementation and the potential benefits of it.

Website positioning – SEO supported by tools

Positioners benefit from the support of various tools that provide useful data in their activities. An overview of popular tools from the positioner’s bag has already been presented on our blog in this entry and this entry is still valid. The list of 8 tools mentioned there is of course not exhaustive. An interesting case among the tools listed there is Google Search Console. They are distinguished by the fact that it is a free tool (just like Google Analytics) and … it was not created for positioners (Google does not create any tool for SEO specialists), but for webmasters. It is worth connecting them to your website. It provides information about website traffic (although not as extensive as Google Analytics), and also detects errors in the operation of the website. These errors are important not only in the context of SEO. The presence of subpages with 404 errors on the site may adversely affect the behavior of potential customers on the website and discourage them from making purchases. It is worth introducing redirects in this case, so that the potential customer had a reason to stay within the website and get acquainted with the product range that is close to interesting.

It is similar in the case of problems with adapting the website to display on mobiles devices. Given the growing importance of mobiles traffic and the number of transactions carried out in this way, it is not worth discouraging these customers from a hostile website that is not adapted to mobiles devices. Google Search Console indicates which problems the website faces in terms of mobility (if any, in its case).

Affiliate program – what is it?

The affiliate program is the alternative name for affiliate programs run as affiliate marketing. It can be described as internet marketing technique, which involves conducting activities not directly by the seller, but by independent marketers and publishers.

How does the affiliate program work?

The affiliate program is based on cooperation between the seller and partners. Its essence is the advertiser (seller) delegating marketing activities to partners. In return for the effects of their activities, they receive commissions.
It is worth emphasizing that the partners have virtually unlimited possibilities of action. They use available techniques and methods in any way – so that the developed strategy brings the expected results.

Participants of the affiliate program

Although the core of the affiliate program is the advertiser and publisher, there are more participants.

– Advertiser (seller) – informs about the promoted product and provides a specific creation.
– Affiliate network – provides the received creative to publishers.
– Publisher (partner) – places product information in the form of an affiliate link.
– User – clicks on the affiliate link and goes to the advertiser’s website and then purchases.

It is worth emphasizing that partner programs are also possible without the affiliate network. However, many advertisers choose to use it because:

– allows advertisers to establish relationships with publishers,
– manages tracking,
– manages payments.

Types of affiliate programs

Although the essence of how affiliate programs work is actually the same, there are different ways of billing between the advertiser and the publisher. That is why three main types of affiliate programs are distinguished.

Pay Per Lead (PPL)
Pay Per Lead should be understood as payment for a specific action that the user will perform after clicking on the affiliate link. It can be e.g. filling out a form, leaving contact details, subscribing to the newsletter, etc.

Pay Per Sale (PPS)
Pay Per Sale is a type of affiliate program that focuses on sales and purchases. This means that the publisher receives a commission from the advertiser when the user clicks on the affiliate link and makes a purchase. The remuneration is a percentage of the value of the subject of the transaction.

Pay Per Click (PPC)
Pay Per Click is a type of affiliate program in which the settlement is based on clicks made by users. Payments are made regardless of the number of products sold. Due to this fact, there are few affiliate programs settling on such principles, because they often do not translate into sales effectiveness.

It is also worth emphasizing that there are two types of affiliate programs:

– one-level – the publisher receives remuneration only for its own activities,
– two levels – the publisher receives remuneration for its own activities and the activities of the team it created.

The important role of affiliate links

When talking about affiliate programs, mention should be made of affiliate links. It is thanks to them that the user gets to the advertiser’s website, and the publisher receives remuneration.

An affiliate link is a unique URL that redirects potential customers to the advertiser’s website. Thanks to this, we know what part of the sale comes from the affiliate program. The advantage of affiliate links are unlimited possibilities of use. It is a comprehensive tool that can be used regardless of the type of marketing activities. These types of links can be placed in multiple channels at once, e.g.

– blogs,
– YouTube channels
– mailings,
– social networks,
– discount websites,
– thematic websites,
– internet forums,
– search engines and product comparison websites.

Affiliate program – where to start?

If you are a salesman and want to achieve your goals, you must first create an affiliate program. The next step is to invite publishers to participate. Although you can create a publisher network yourself, it’s better to get started with affiliate network support. It provides all the technological facilities, tools for publishers, as well as tools that allow you to track statistics useful during campaign optimization.

If you’re a publisher, you can search for advertisers on your own or, as with sellers, join an affiliate network. Thanks to this, you will not only gain access to active partner programs, but also the certainty of proper settlement of sellers.

Affiliate programs – is it worth it?

Affiliate programs are a marketing technique that has mutual benefits – both from the advertiser’s and the publisher’s point of view.

Low advertising cost
The advertiser bears much lower advertising costs because the publisher is responsible for conducting marketing activities. Depending on the type of program selected, for example, the seller may only be billed for sales, thanks to which he ultimately bears a lower cost compared to independently conducted advertising activities – even if the sales commission is quite high.

Chance for an attractive salary
A publisher participating in partner programs has a chance to get a high salary. It is adequate to the efficiency of marketing activities, which motivates to intensively promote the product. It can use any tools – so as to ensure the highest possible conversion.

Google Image Search – how does it work?

You can search the image on your computer in 4 ways! Below is a small instruction on how to do it.

The first and easiest way, however, available only to Google Chrome owners. All you have to do is click the right mouse button on the selected graphic and select the “Search image on Google” option while browsing the website. After clicking you will be taken to the results.

By entering Google Graphics we have two very similar options. First, we can upload the image from our folder on the computer. In response, we get websites and similar photos. In addition, the results include information about the size of the photo and other available sizes, as well as about visually similar graphics (having e.g. similar elements, composition or colors). There is also a keyword after which we can find a similar search.

We also have a second and third, very similar option to the previous one., very similar option to the previous one. Just in Google Graphics drag the selected photo from the folder on our computer or drag the image from any browser window.

The fourth method is to search the image by pasting the url address where the graphic is located. So if you find graphics posted on the website, all you have to do is right-click the “copy link address” option and paste it into Google Graphics.

What to do when image search does not work?

If photo search does not work, first of all make sure you are using Google search. Then check if you have the option to use Google Chrome. It is with the use of this browser that you have the most image search options and it should be the simplest on it. As we wrote earlier, the first option “search image on Google” after clicking the right button is only available for Google browser. However, the Safari and Firefox browsers also have image search options.

How do you find a similar image in Google Graphics?

By uploading the photo to Google Graphics the results will appear after a while. No matter which photo search method you use, these results will always look the same. There will be links to websites where you will find a given photo and suggestions for similar graphics. Google also suggests the keyword that is most related to the uploaded image. It happens, however, that with lower quality photos, the system does not recognize the elements and suggests words that do not correlate with the photo.

What to watch out for when downloading a graphic with a sophisticated image? – About graphics for commercial use.

Searching for a similar image may be useful when, for example, you find interesting graphics on a page that is not yours, but you would like to place a similar one on your blog or website. Remember, however, to always check exactly where the photo comes from and whether you have the right to publish it. To see photos that are published and can be used for commercial purposes, use the filter: advanced search. Three options will appear here:

– graphics for free use or sharing
– graphics for use, sharing or modification
– graphics for commercial use – these are the ones that you can easily put on your blog or use in publications.

When searching for images, it’s important to remember about their size and resolution. If you are going to use graphics on your website, make sure that it is saved correctly. Name it and put it in a folder on your computer. Images downloaded from Google very often have names that are limited, e.g. only to a set of numbers, and this will not affect positively e.g. the positioning of this graphic. Also pay attention to image quality and resolution. If you intend to use a photo, e.g. for publication on a blog or social media, check which dimensions will work best.

How are graphics added to Google and how do they affect website positioning?

It is not possible to add graphics directly to Google Graphics. All photos or images appear there after uploading to the website. The fact that a given image will appear higher or lower in searches depends largely on the positioning of the graphics, i.e. the aspects we described above. So if you want your image to be included in the search, take care of its quality and to describe it properly, using, among others, titles, captions, file names and adding text. Graphic positioning will also be affected by the website itself, where you will place it. If you care about valuable traffic that will flow from this graphic, please include its structural data in the description, i.e. Product, Film, Recipe. It often happens that we upload the image to the site without having a clue how important it is for our website and how many positive changes its quality and appropriate description can bring. So, before you upload a photo, read the Google tips!

– 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.

SEO billing models and their consequences

The SEO service requires investment, especially at the start, just after signing the contract and auditing the website and links. These investments in the case of a positioning agreement relate to, among others preparation of new content by copywriters (both those that will reach the client’s site and those that will find their use during linking) or planning and performing linking. It will not be a betrayal of the secret that the most of this expenditure is at the start of the contract. This does not mean, however, that they are missing or becoming minimal at further stages of the contract. High-quality positioning facilities are also a permanent position on the expenditure side. Specifically understood savings in this area, expressed in, among others, placing poor quality texts in small amounts or in small quantities or linking from one client site to many clients’ sites (in addition not necessarily thematically related) is a shortcut and it is not for success.

It cannot be denied that the first activities with a fresh contract must be carried out on a grand scale. At this point, the question may arise: will the positioning company stand for such a momentum in the case of a contract that depends on the effect? The first, very low invoices (or lack thereof) mean the need to “credit” the positioning service and the associated tendency to limit positioning work to the economically calculating minimum. It does not have to be synonymous with the needs of the website and the effectiveness of positioning work.

Price means quality

For this reason, we prefer a clear approach to our potential clients. SEO is a service for which the price is linked to the quality and scope of work performed. Our packages clearly and unambiguously present the scope of activities performed, determine what is included in the package chosen by the customer, and what additional activities mean additional costs. There is no reason to believe that SEO, unlike other services, is a charity activity in which the provider of this service has no right to earn. In the case of mobiles operators, the customer, choosing the lowest subscription package, will not receive a “no limit” offer and the latest flagship smartphones for a dollar. You can look at the positioning service in a similar way.

Does this mean that these lower SEO packages do not bring value and benefits to their customers choosing? No. We encourage our clients to choose packages that are most adequate to the needs of their businesses and budget options at the same time. Therefore, by presenting SEO packages from the Paraphrase-Online.com offer, we suggest which package works in the context of which website and type of business (local SEO, for online stores, etc.). We treat it as a convenient signpost among a packet of packets, a hint as to which solution works in certain circumstances.

Preparing the subscription offer, we give our clients transparency, predictability of expenses and a certain level of service. The subscription settlement formula also gives you the freedom to work long-term with more difficult phrases that are included in the positioning contract. In this situation, a set of phrases may correspond to the real needs of the customer, effective promotion, and not a focus on quick reimbursement of incurred costs, which is often achieved in the contract for the effect of using simple and weak in terms of advertising potential phrases that are quick and easy to position.

Currently, the subscription model is gaining popularity, and settlement for the effect is losing importance. This can be associated with, among others with a move away from positioning to a few phrases or treatment of positioning services on the principle of “we will add some links and the effect will do itself”.

Why this content?

Before we get to know the guidelines for all kinds of content placed on websites, at the beginning it is worth considering why we need them at all. They help increase both the number of search impressions and sales.

We can distinguish two reasons why content is created.

The first of these is values flowing to users. We should remember that online stores are run primarily for customers, so it is worth encouraging them to familiarize themselves with the offer. The home page is a showcase of the company, we should present our business on it and show the user why shopping on our website is worth it. Not without significance is the writing style, which should be properly selected for the target group. Content is therefore a great way to build a lasting relationship with the user. Very often, however, it turns out that when entering our site, the user knows what to expect from it. For this reason, the content is placed at the bottom of the page so that the most important categories or products for users can be in the foreground.

The second purpose for which content should be placed on the page is Google value. The inclusion of relevant keywords that will show the search engine what we do will prove to be significant in achieving high positions in the serpentine. For this to happen, we must also take into account the uniqueness of the texts and their naturalness. This type of content will definitely be rewarded by Google, which is much more willing to show in the search results valuable pages that provide the most information, especially those valuable to users.

Properly constructed content is a key element on the site that is supposed to inspire the trust of both users and search engine robots.

Where do the content have to go and what are the most important features?

The content should be properly in every place of the online store. So we will place it on the main page, categories, subcategories and products. The rules for formatting text will be the same for all components of our site. However, their content will differ, which should accurately describe what is on a given subpage.

So what should content contain to make it valuable not only for Google, but also for users?

– Headlines
This is a key element that increases the number of entries, which sets the hierarchy of importance of content on the page. The correct structure of the text should contain one H1 heading and two H2 headings. They will show users the most important aspects of their business, and including keywords will help them increase their position on Google. You can read more about headers in our previous post: What are website headers?

– Keywords
If we want to ensure high positions in the SERP, we must not forget that our content contains the right number of key phrases for the main page, category or products. In this regard, attention should also be paid to the appropriate variation and synonyms of the most important words, so that the texts will look more natural. We do not have to worry about Google – his robots perfectly understand numbers, declination or cases. Remember, however, not to overdo it with the number of key phrases, as this may be considered a manipulation, and our site may be subject to a penalty. Content with a length of e.g. 300 words should contain max. 2-3 unchanged keywords matched to a given subpage.

– Text formatting
This is important for customers for whom the content becomes more readable and transparent. It is much easier to read the text, which is divided into paragraphs. This is also appreciated by Google, for whom users and their convenience are the most important. In this case, the use of Black Hat SEO, i.e. hiding content by setting the font in the background color will be severely punished by Google.

– Internal linking
Added in the content will help users navigate our site, and placing links to categories or products in anchors on the appropriate keywords will positively influence the position increase in search results.

Now that we’ve learned the most important features that content should contain in an online store, let’s consider what are the guidelines for the texts on individual subpages:

– Content on the home page
– Content on categories
– Content on products

1. Content on the home page

The content on the home page is designed to provide users with as much information as possible about what our business is about.

– Total text length: 300-500 words.
– The text must be unique – it cannot appear on any of our other subpages (eg in the “about us” tab). It is important that it is also not copied from the competition.
– The aforementioned appropriate text formatting is welcome. The content does not have to be compacted in one block, on the contrary – its division into several paragraphs, located in different places on the main page will look more aesthetically pleasing. However, remember to set appropriate headers ..
– The description should include information about the company and what makes it stand out and what is on offer.
– The content should also use references to individual categories on the page (internal linking).
– Use words that can be used by users who are looking for a given product.
– It’s worth using epithets and synonyms that will expand the words for which the page is displayed in the search engine.

2. Content on categories

The texts on the page of individual categories and subcategories will saturate them with content, which will increase the number of phrases for which they are displayed in search results.

– Total text length: 250-300 words.
– Uniqueness is also very important here – copying from other sites is not recommended.
– In this case, remember also about proper formatting: division of descriptions with headings, placing in them bolds and skews containing the name of the category, their distinguishing features and relevant information for users.
– In the content it is also worth adding internal linking to product pages or other categories.
– The content should contain information about:
a) the category to which it relates (the main keyword will usually be its name),
b) differentiators by which users can search for products in this category,
c) producers of goods in this category (it is worth to name them at least),
d) major products or related categories.

3. Content on products

The content on the products will be created analogous to the category, but they will differ in terms of substance.

– Total text length: 200 words.
– Uniqueness once again. The content should not only be copied from manufacturers’ websites, but also should not be repeated within the store – for similar products of the same brand it is worth using paraphrase.
– It is advisable to divide the content with H2 headings, it may also include a few italics and bolds on the keywords, i.e. usually the name of the product.
– The description should be a combination of user-friendly and search engine-friendly content.
– Remember to link to products from other related categories.
– The content should contain information about:
a) the type of product (what is: boys pants, dress),
b) distinguishing features, after which users can search for the product (color, material, size / size, other characteristics),
c) the producer (it is important that his name appears),
d) the specific model name should also be included.

Duplication of content and uniqueness of texts

Our entire article is mainly based on one simple principle: the content on the page should be unique. In this way, we eliminate content duplication that is severely punished by Google robots. It is also important for users who, once again encountering the same product descriptions, feel frustrated, resulting in leaving our online store. There is also a risk that the text we copy, e.g. from the producer, is covered by copyright, so there will be painful legal problems.

The introduction of properly optimized content on the page is crucial for positioning. The result of adding content to the site is an increase in the number of views in search results, and thus also organic traffic, which also directly translates into the sale of online stores. In this way, we confirmed the thesis that content is king!