Domain indexing – how to check if your website is indexed?

The main reason why this is so is because of the most mundane situation, due to the amount of data you need to analyze. Age domains, which, in addition, for a long time have been collecting information regarding, for example, inputs and views (i.e. data collected after connecting Google Analytics and Google Search Console codes), have “gone through” a lot. However, that doesn’t mean the amount of this data is a curse – quite the contrary! New websites, built on a fresh domain, usually cannot boast of any statistics. Each of these two situations has its pros and cons.

What to do if the page is not indexed on Google?

When you start SEO in a new domain, you must base your actions on experiments. React intensely to how the website is perceived by users. Bearing in mind that SEO is a long-term process, at the beginning of the implementation of activities you can allow yourself to allow for shortcomings in the campaigns and possible errors. However, the more you delve into it, the more efficiently you should be with your data. For a domain with a long history, this data is your greatest ally. When a website has been running for some time, the easier it is to repeat the successes achieved previously, as long as they were implemented in accordance with the search engine guidelines.

Does the age of the domain affect the SEO results?

Most people associated with the industry believe that the age of the domain is not the same as the effects in SEO. Perhaps the most influencing factor was the statement by a Google employee – John Mueller, from 2019, in which he laconically stated that “the age of the domain does not matter.” It would seem that this position is so clear that no one should doubt that it could be otherwise. Nevertheless, long-time SEO practitioners are certainly able to pour out of their sleeve a multitude of examples of very young websites, which, despite great optimization and a large number of good quality incoming (external) links, are not able to achieve a satisfactory position in the ranking. Unlike its older competitors. Could it be a conspiracy of a large corporation?

Perhaps this situation is influenced not by the age of the domain itself, but the amount and QUALITY of the data mentioned above. Comparing the domain, for example, with 20 years of experience, on which most of the time SEO activities were conducted in accordance with the search engine guidelines and comparing it with the annual domain, which is slowly climbing up – it is not possible for us to have a similar amount of data that inspires confidence search engine robot. The difference lies in the number, but also in the quality of the information collected – that is why it is so important to conduct marketing activities wisely. Because careless and pointless analyzes and audits may result in later problems with the visibility of the website.

Theory and practice regarding the age of the domain

On the Internet, however, we can find a multitude of articles confirming that the age of the domain is extremely important for SEO. Belief in such a state of affairs should not, however, discourage us from carrying out any actions towards our own, newly fledgling domain. For older competition, Google may prioritize them based on the fact that the search engine simply had more time to judge its quality. Some domains with a long history simply stand the test of time, but age itself is not a ranking factor and does not in itself define the quality of a website. The term “domain age” encapsulates either everything that makes it valuable (e.g. good quality backlinks, useful content, User Experience, brand recognition …), or on the contrary – low-quality content, filters imposed by Google or ill-considered and bad optimization.

What are the SEO Similarities and Differences for Different Ages of Sites?

A. An older domain, if it has been marketed most of the time, may get a better Page Rank or Page Authority on a later search engine evalsuation. Usually, a new domain does not have this option. These indicators (and many others – such as Trust Flow and Citation Flow, depending on the source we use) inform about the condition and quality of the website, taking into account over a hundred parameters related to optimization. So, the more time we have (optimization) for it, the better the overall site rating that comes with … age.

B. When analyzing the “visibility” of the new domain, we cannot expect any hints from SEO tools, eg in the context of key phrases for which it is visible. We must ourselves, based on cooperation with the client and factual analysis (using, for example, Keyword Planner, Senuto’s Keyword Database, or Keywords Explorer at ahrefs.com), create a list of key phrases relevant to the industry. For this purpose, we can also use the interpretation of the results achieved by the most important competition.

The older domain usually has any visibility, so the phrase analysis should be approached in a slightly different way. It remains to select them, not to be inspired by competition, but to compare the results and draw conclusions. Moreover, matching new phrases in the SEO process of a domain with a long history is often much easier than saving a blank page. First of all, because by using the above tools, for example, we will be able to obtain a number of results for analysis.

C. The difference between the new and the old domain in SEO is primarily the issue of content. The old domain usually already has some content, whether they are descriptions of categories, products, information pages, and often even a blog, or something else like that – news. Even if the content is not perfect and written in terms of SEO, it still creates content to some extent suitable for search engines. At least enough for the domain to be found after any passwords (perhaps even good, industry-specific and competitive).

Thus, the optimization of a domain with a long history usually includes changes, corrections, implementation of key phrases, often adding new content or news or updating them. Optimization of a fresh domain, on the other hand, usually means creating content from scratch, and thus – more intensive cooperation with the client. New content must implement the company’s marketing plan, be written for the client, but also should be designed for the Google robot. It is important in these three aspects to base on a previously created list of key phrases and to create conversion-generating content.

D. An old domain with many subpages, usually is also characterized by a large number of errors that may not be visible and obvious at first glance. Therefore, you should carefully analyze the Google index in order to look for unwanted links, as well as Google Search Console and the errors indicated there, usually difficult to analyze for a person not related to SEO. Previous changes to website templates (including links in the menu), redirects, but also 404 errors and many other optimization elements, important in the assessment for the Google robot, should also be taken into account.

A new domain usually means fewer problems. Usually, because it can be created in some no-programming virtual wizard or placed on a server that causes it to load slowly. It may also have a template folded on only one side – the main side, the so-called one-page layout, which usually makes SEO difficult. Therefore, after completing all activities related to the creation of a new website and launching the final version, a comprehensive audit should be carried out, indicating any problems that are invisible at first glance, which may determine the subsequent SEO results.

E. History verification is important for both the new and the old domain. For a website with a long history, analyzing data from various sources will help us define an optimization plan and eliminate past mistakes. We should do the same verification just before buying a new, fresh domain. There are cases when the previous owner used it to create, for example, a link farm, or the domain was, for example, a blog or was used for spamming activities. In the first and second cases, verification of the domain’s history will protect it from unwanted filters imposed by Google or the effects of updating the algorithm. The saying that “nothing is lost on the Internet” turns out to be quite accurate in SEO.

Some of the many free or paid domain history verification tools that you may find useful are:
– https://who.is/ – here you will find current information about website registration, historical data, server name, former or current owner, DNS and others. The tool also offers to send you emails about the domains you want to track where something has changed.
– https://archive.org/web/ – is a kind of time machine for domains. It records appearance and information, most often from the time they are registered. Thanks to this tool, you will see what the domain looked like before and what was on it. After entering its name, you can select a specific date included in the history of the tool.
– https://ahrefs.com/ – a tool that allows for a comprehensive analysis of the link profile of a given domain. Ahrefs analyzes connections between pages in the form of external (but also internal) links. Thanks to this analysis, you can confirm or exclude whether the domain has had any problems with spammy linking in the past or, on the contrary, it was linked in accordance with the search engine’s guidelines. The tool has many other functions important for SEO that are helpful in the optimization process. Additionally, you can use them to analyze key phrases and create a list of them.

F. In general, it has been assumed that the SEO of the old domain is much easier than the new one, as long as we have optimization capital in line with the White Hat SEO principles on this age-old domain. However, it is not that fresh domains are in a lost position. On the occasion of this topic, the concept of Fresh Site Bonus should be mentioned. This is some kind of new domains bonus that causes your site to appear high in search results for an indefinite period of time. Which key phrases are displayed depends on their competitiveness. Unfortunately, but after the bonus expires, the domain most often drops in visibility. In the meantime, having this knowledge, we should use it and correct as many errors as possible on the site and implement the best quality optimization. Perhaps then, the effects of a sudden loss of visibility will not prove to be permanent and will be less painful. The downside to domains with a long history is that Fresh Site Bonus only applies to new websites.

Common point of optimization

Regardless of whether a domain with a long history or a completely fresh one is optimized, the goal of each of them in the positioning process is to achieve good results and the best possible visibility. At some point, both the old and new domains meet somewhere in the middle of the optimization process. Ultimately, we’ll start doing the same SEO activities on each of them. Especially when encountering search engine algorithm updates that impose a certain order of activities. It is true that when you compare the positioning effects of these two types of domains, you can immediately see a significant difference in favor of the older version. The main thing is to maintain the achieved results and maintain the most promising positions of key phrases. Because only carelessness and thoughtless action can benefit the fresh domain, where the Fresh Site Bonus privilege has been fully used. Both types of domains have the same chance of achieving good positioning effects, the difference lies in the arrangement of an appropriate optimization plan.

The vast majority of companies operate in highly competitive industries and dynamically developing markets. Starting a business in such an environment should be preceded by a reflection on the business model. The lack of a well-thought-out strategy in a competitive market usually leads to price competition, which automatically lowers the profitability of the business and leads to meeting the customer’s expectations without meeting the company’s needs. Creating business models avoids similar situations. So it’s time to take a look at what a business model is.

Business model – what is it? Business model definition

A company’s business model, also known as an economic model, is a plan that creates a company to generate income and maximize operating profit. In other words, it is a document that describes all the logic that will enable a given company to earn money. The business model is therefore central to most business plans and is an opportunity to create a thriving, profitable business.

Elements of the business model

The purpose of the business model is to plan how you will create value for your customers and then how you will deliver it to them. In addition, this plan answers the questions: when should your business start, how can it grow and when will you know you have been successful? Each thoroughly developed business model should consist of four basic elements. Here they are:

WHO is the customer of the company?
Targeting your offer to a wide audience will not allow your company to focus on customers who really need your product or service. Therefore, when creating a business model, it is worth limiting the group of recipients to two or three precisely defined persons. We have prepared some sample questions for you that you can ask yourself to create a clear picture of your customers:

– How old is your client?
– Does she have children?
– What is his profession?
– Where he lives? – What are his passions?
– What do I need?
– How does he make purchasing decisions?
– What social networks does it use?
– Why should he choose your product or service?
– What may prevent him from taking advantage of your offer?

WHAT value do you offer?
The second element of the business model defines the value you intend to provide to your audience to meet their needs and expectations. Think about what product or service you can offer to your target customers and describe it in as much detail as possible.

HOW will you deliver value to your customers?
Think about what methods, tools or technologies you will use to deliver defined value to your clients. Also think about how at this stage you can stand out from the competition that offers similar products or services. This will tell you what you can do differently to more completely meet the needs of your target customers.

WHY should the client take advantage of your offer?
To define the fourth element of the business model, you may consider why your target customer should leave their current supplier and take advantage of your offer. What are the benefits of making him take risks and partner with you? Why should the customer pay you? It is worth considering how he will be able to make this payment.

Of course, business models do not have to (and should not) be limited to just defining the above four elements. In your analysis, you can also include information on how you will implement the developed model to your business, whether you will establish cooperation with some business partners, and what strategic resources your company has at its disposal.

Before starting to build a business model, it is worth getting to know the market and its trends well. The collected data should be real and reliably verified. Otherwise, you risk developing your model based on wrong assumptions.

Business model – how to do?

Building business models is basically asking yourself the right questions to get the necessary information from the four areas defined above. Before that, however, it is necessary to choose the right tool with which you will be able to collect all the necessary data in a way that will allow you to use it in the future for business development. Experts in the field of creating business models use many different methods in their practice. One of the most popular and used is the Canvas model.

Canvas model

The Canvas model allows you to create business models by presenting them on a single page in the form of a table. This quick and synthetic process also helps you prepare for an oral presentation of your project. This tool will work for almost any type of business, regardless of the scale and type of value offered. It enables verification of the consistency between what will be sold and why, to whom, how and for how much. At the same time, Canvas allows you to map key design elements, understand the interactions between them and organize them.

Several methods can be used to create a Canvas business model. The best known and currently widely used method was proposed by Alexander Osterwalder and Yves Pigneur. According to the authors’ assumption, the Canvas model consists of 9 elements:

– customer segments,
– value proposition,
– key partners,
– key activities,
– key resources,
– channels,
– customer relationship,
– cost structure.

The individual blocks of the Canvas business model form an inseparable whole, which in the final form constitutes the business model of the enterprise.

Business model – an example

There is no one perfect exemplary business model. Business models can be categorized in a variety of ways, based on many different market relationships. Moreover, companies rarely use only one type of model. The most advantageous option is to create your model, which will be a combination of several different types. The most popular classification of business models is based on the relationship between an enterprise and its customers and distinguishes the following types of models:

– B2C (Business-to-Customer): companies target their offer to individual clients,
– B2B (Business-to-Business): the enterprise offers value to other companies,
– C2C (Customer-to-Customer): exchange of goods between consumers,
– P2P (Peer-to-Peer): sharing files on the Internet without the need to transfer them through the main server,
– E- or m-commerce: consists of selling products and making transactions via the Internet and mobiles devices.

To inspire you even more, here are some examples of other popular business models.

A. Production and distribution
Production is a classic business model. It consists in transforming raw materials into products intended to be placed on the market. Example: an artisan selling his wares.

B. Franchise
In this model, the franchisee adopts the concept of the franchisor who grants permission to use his idea. In exchange for the possibility of using a model whose profitability has been proven, the franchisee is obliged to pay the franchisor a fixed part of his turnover. Example: fast food restaurant chains.

C. Rent
This business model is to charge customers for using a product or service for a specified period of time without making a purchase. As a result, consumers gain access to goods that they may not be able to afford or simply do not want to buy. Example: car rental.

D. Advertising
The advertising model is one of the oldest and still developed business models. The customer pays for visibility to disseminate his message through a variety of media. Example: Ads offered by Google on the search results page.

A long but profitable process

A business model is a specific recipe that will become the basis for the success of your future business if well prepared. However, if you already run a business, regardless of whether your company is a startup or rather a business that can be described as traditional, it is important that you thoroughly analyze your model, because thanks to this you can effectively improve the performance of your enterprise. Do you feel that you need support in creating or developing your e-commerce business model? Please do not hesitate to contact us. Thanks to an in-depth diagnosis of the economic model, we effectively help our clients to question their business models and improve them, or to design and implement completely new solutions.

What is brand monitoring?

Brand monitoring is a branch of social listening – that is, monitoring data flowing from the Internet and drawing conclusions from it that will shape the company’s image strategy. Since the explosion in social media popularity, we have access to a vast body of knowledge about customer preferences and behavior. The analysis of this data allows both corporations and small businesses to better adjust their business strategies to the expectations of consumers.

Brand monitoring therefore consists in analyzing the data that relates directly to the image of a given company among consumers. Statistical analysis of online statements on given topics allows you to obtain information in a few moments that required costly focus research just a few years ago. Now, it’s just a few clicks away to find out how we stand out against the competition.

How to listen to the voice of the client?

Of course, this is not all: thanks to brand monitoring, we can find out where the most talked about us is (both online and in the real world), how our marketing activities are received and what topics are most often talked about in our industry.

Modern social listening tools – such as SentiOne – allow you to analyze any topic in terms of emotional attitudes. Advanced AI algorithm is able to recognize whether a given statement is positive or negative. We can therefore analyze the mentions of your latest marketing campaign and find out what internet users think about it.

Just another click and we will also find out which keywords are most often used in relation to the campaign. In this way, we will identify which aspects of the campaign were taken away from the heat and which completely missed. We click again – and we see demographic data. Who turned out to be the target group?

It all sounds complicated. Yes, the detail of the data shared by social media platforms allows you to carry out analyzes for long hours, from any angle that we are able to come up with. Fortunately, this does not mean a lot of effort and resources. On the contrary – thanks to automation, we can receive reports and analyzes on any topic weekly, daily, even hourly, if we need such accuracy.

Brand monitoring – best practices and common mistakes

How does brand monitoring work in practice? What should you watch out for and what should you avoid?

First of all: under no circumstances can we limit our monitoring to just a few channels. In today’s internet, it’s easy to forget that there are communication platforms other than Facebook or Instagram. This is a big mistake! Our clients are not monolithic – we can find them everywhere. A decent monitoring strategy assumes collecting data from as many sources as possible, from social platforms (not only Facebook, but also, for example, LinkedIn, Pinterest, Tumblr, Reddit …), through industry websites, to blogs and even discussion forums!

This means, of course, choosing the right software. The number of sources monitored is one thing – the data processing capabilities are another. Why do we need access to tens of thousands of mentions when we have to analyze all of them manually? The software we choose must be able to process the found content: keywords used, hashtags, sentiment (positive / negative), etc. Automatic reporting is also welcome.

It is a serious mistake to ignore the lessons we can learn from monitoring. If, according to the data, consumers talk about us on Twitter and we do not use this channel for marketing – this is a missed opportunity to reach the customer! If negative mentions of a competitor’s product indicate a missing feature we offer – why are we not using this in an upcoming marketing campaign targeting competitors’ dissatisfied customers?

Brand monitoring and skilful use of the data it provides opens up a wide range of possibilities. We can regularly review negative reviews about us to find out what our weaknesses are. We can observe trends in our industry – or mass culture – to create RTM campaigns. We can keep an eye on the competition so that they never take us by surprise.

Real-time brand monitoring – how to prevent a crisis

Most importantly – we can also watch the mentions of our own brand to detect and react to potential image crises.

There are many potential indicators of a growing image crisis. A sudden jump in the number of mentions about us is one of the most important – if it is not related to the launch of a new campaign or the launch of a new product. This is where automated sentiment analysis comes into play. Are the new mentions negative? If so, what keywords are the most frequent?

We are not able to predict the image crisis. A defective product or a serious error in accessing the service will sooner or later happen to anyone. The only thing we can control is how we respond to the crisis. Brand monitoring gives us the advantage of time, allowing for an almost immediate response.

In some cases, we may even be able to stop a potential crisis before it escalates – if social media mentions a bad experience with our brand starts appearing, we will be able to apologize and offer compensation right away.

We can also react to mentions containing particularly sensitive keywords. The selection of these terms is an individual matter for each industry; for example, brands in the beauty industry may want to monitor slogans such as “animal tested” and “side effects”.

Modern brand monitoring solutions enable automatic “monitoring” of our mentions around the clock. If they discover a sudden spike in mentions or a brand association with a sensitive topic, they will automatically notify the right people such as the brand manager or customer service team.

Is brand monitoring worthwhile? Of course!

As you can see, modern brand monitoring is an indispensable tool for any company that is present on the Internet. Since the pandemic forced us to go online almost completely, it is hard to imagine a brand that would not be able to take advantage of the benefits of social listening.

Our verdict is therefore obvious: if you are not already monitoring the brand, it is worth considering. This is one “magic bullet” that will deal with both research for marketing campaigns, image / competition analysis, and save your company from escalating potential image crises!

Effective SEO – why does it not work most often?

However, before we move on to the tools with which you can measure SEO effectiveness, let’s consider what parameters are worth checking at all. Just a few years ago, it was popular to sign SEO contracts “for effect”. It was a model which assumed that the client pays the agency only for achieving a specific goal, i.e. for placing the appropriate number of phrases in the TOP search. However, this method of billing the service is irretrievably obsolete and for good reason – the approach that assumes more work with the website than focusing on punching in specific phrases works better.

In SEO activities, we fight primarily for valuable traffic, i.e. one that brings measurable benefits for the brand. However, the mere appearance in TOP10 or even TOP3 of a phrase that no one is looking for does not bring any profit. Additionally, even if it is a valuable phrase, its appearance does not guarantee that the user will click on the link to the page. If the content of the headline and description doesn’t meet his expectations, he or she may search for a different site. And even if the recipient goes to the page, it will not do anything if they do not find what they are looking for on it. Therefore, for SEO to be really effective, it must be comprehensive and lead the user through the entire shopping path. With this approach, phrase monitoring is only one of the ways to measure SEO effectiveness.

What parameters say, “yes, SEO works”?

In order to correctly measure the effects of positioning, we should first determine what goals we want to achieve with its help. On their basis, the so-called KPI (Key Performance Indicators), i.e. key performance indicators. It simply means a verifiable premise that SEO activities should be considered a success – these indicators should be agreed with the SEO company at the beginning and accompany us throughout the process of building website visibility. KPIs for positioning may be different and should be set each time for a given brand. The most commonly used, however, are:

– increase in valuable traffic on the website,
– an increase in the number of conversions from the organic channel, i.e. from search results,
– decreasing bounce rate, i.e. situations in which the user leaves the website immediately after entering it,
– increase in the number of phrases in TOP10 and TOP50,
– improving the position of key phrases for business,
– extending the average time spent on the website.

SEO results in Google Analytics

The first free tool that we can use to measure SEO effects is Google Analytics. By placing a special tracking code on your website, we can use this tool to check how users behave when they are on it. It is worth checking parameters such as:

– website traffic – by comparing the current results with those from before, say, half a year, we can check whether the website has a noticeable increase,
– bounce rate – this indicator will show us whether users find what they need on the website,
– the number of views of those subpages that are the most important for our business, e.g. the most important product categories,
– the number of conversions – i.e. actions that are important to us to be performed by the user. A conversion can be the purchase of a product, but also, for example, sending a contact form, downloading a guide or booking an appointment,
– average time spent on the site – this information will help you determine if the site meets the expectations of users. Thanks to this, you will find out if the subpages are positioned with the appropriate phrases.

However, in order to get the correct results from Google Analytics, you must first configure the tool properly. If we don’t, the data will be falsified. Before we start monitoring anything with its help, we should exclude the own IP and IP of the agency that deals with SEO from the measurements. Then the tool will not count visits to the website that do not come from potential customers. Then, we should also exclude traffic generated by known bots and block typical spam bots from accessing the site. For the data to be credible, you should also mark that the tool should only consider traffic to our host.

If we use Google Ads or Facebook Ads, it is also necessary to link the Analytics account with the Google Ads account and the implementation of the Facebook pixel on the website. Thanks to this, the system will recognize traffic and conversions from these sources, which will give more reliable results from the organic channel. What else do we need to set to get information about SEO effects from Google Analytics? Certainly, define the appropriate goals, i.e. indicate what the system should consider as a conversion.

In the case of Google Analytics, the Acquisition and Conversions reports will be most helpful for us.

Google Search Console

Google Search Console is the second from the repertoire of google tools that are worth using in measuring SEO effectiveness. It does not use internal data directly from our website, but shows how the website is viewed by search engine robots. First of all, we can check in it:

– a list of phrases for which the page is displayed on Google,
– CTR, which is the ratio of clicks on a link to impressions of that link in the results.

Thanks to this, we can control not only how many phrases our website is displayed in TOP positions, but also whether these views are followed by further actions.

What Google Search Console offers us in the context of measuring results is also the ability to filter phrases on which the page is displayed. Thanks to this, we can easily and quickly control what results are achieved by those phrases that are key to our business. However, Google Search Console is only an auxiliary monitoring tool and will not replace the more precise tools that will be discussed in the next paragraph.

Third party SEO monitoring tools

In addition to free Google tools, we also have a number of paid external programs to help measure SEO effectiveness. They have their own algorithms that try to imitate the algorithms of search engines and based on them provide data on the visibility of a specific website. These tools help not only to screen the website in terms of the position of phrases or estimated traffic on the site, but also to compare these results with the visibility of the competition. There are a lot of such programs on the market and most of them have a similar field of action, so the choice between them is usually dictated by personal preferences. Such programs include Senuto, Semstorm, Ahrefs, SurferSEO and Semrush, among others.

Reports from these tools are a good starting point when analyzing the effectiveness of positioning, but they should not be the only sources from which we draw our knowledge. None of the programs has access to the Google algorithm, so it does not reflect 100% of the results that our website achieves in the search engine – it can only approximate them. Sometimes the results of individual tools may differ significantly from each other. Practice shows that these differences, in extreme cases, may even reach several dozen percent. Where do such discrepancies come from? Nobody knows exactly what the impact of individual elements on the position of the page. External tools must therefore make certain assumptions that do not always overlap. It also happens that updating one of the tools will lead to an error that distorts the data for some time. Therefore, you should always assume a certain margin of error when using these tools.

So how do you ultimately monitor your SEO activities? First of all, instead of focusing only on tracking the position of phrases, you should take into account the wider context, including website traffic, bounce rate or the number of conversions in which organic was the main or supporting channel. It also helps to divide KPIs into main and auxiliary and focusing in them on activities that are dependent on the positioner. You cannot limit yourself to only data from one source – each of them has its limitations, so only a comparison gives us a full picture of the situation.

SEO background – definition

SEO facilities, or positioning facilities, are specially created pages containing content about a given brand, industry or a specific issue. They support the process of page positioning, i.e. improve the visibility of a given domain in organic search results, thanks to adding links leading to a page using a given backend.

What are Inbound Links?

Inbound links are links that appear on one website and direct you to another website. They are also known as backlinks, backlinks, or inbound links. Acquiring links is not easy, because a link from another site works like a recommendation, and the higher the quality of the site, the more difficult it is to get that type of recommendation.

Why are inbound links important?

While Google’s algorithms are complex and constantly evolving, inbound links remain an important factor in which search engine decides which rank to rank a site on. Link building is one of the many tactics used in search engine optimization because, based on the links, Google decides whether the content on a given site is worth citing. Therefore, sites with more backlinks tend to rank higher. As you can see, links play an important role in the positioning process, which is why the backend is created with content that is the carrier for SEO links.

How to create a good backend text?

Let’s start with what backend texts are. These are content intended for publication on the SEO backend. It should be emphasized that links that come from pages filled with attractive content are of greater value. How this content looks like will vary slightly from industry to industry. It can be content rich in details, technical, or creative and humorous. Any good background text should:

Be original
This does not mean that you cannot reuse content or write about the same topics as other brands from time to time. However, it’s important to create your own unique content.

Include answers
Most people use a search engine because they try to find an answer to a question quickly. The text is supposed to give them that and satisfy their curiosesity.

Engage
Start with an eye-catching headline followed by a strong introduction. Text that elicits readers’ questions and comments draws more attention, and so may result in higher search engine rankings.

Include keywords and key phrases
Back-end texts should be properly saturated with keywords. It is also important to skillfully place phrases along the length of the test and in the header. However, you should avoid the pointless stuffing of the text with phrases so that the content does not lose its value.

Have the correct length
It is assumed that a good background text should be at least 2,500 words long. Of course, it can be longer, but not too long so as not to get bored with the user. On the other hand, short text may have a negative impact on indexation.

Be correct
It is necessary to take care of grammatical, spelling and punctuation correctness, because the Google algorithm pays attention to this.

Features of a good SEO background

This provides the background not only for original and valuable content that will be appreciated by Google users and algorithms. When building SEO facilities, you should also remember about the visual side and appropriate technical solutions. Good background, apart from an attractive text, is also characterized by:

Relevant subject
Back-end pages to be linked should be thematically related to the linked page. When one site links to another, Google requires the two sites to be related to each other.

Regular publications
Systematically adding content to the backend is very important. Algorithms like regularity. If the texts are published every few months, it will not translate into better positioning.

Use of graphics and videos
It is important that next to the text there are also photos, pictures and videos that will visually diversify the website. Since Google can’t see the images, it’s a good idea to use alternative descriptions.

Domain selection
It is also worth choosing the right domain. It’s good to choose a domain name with a keyword phrase that you care about. The domain name will also be information for the user about the subject of the page. You should also consider whether we prefer to buy a new domain, or whether we decide to have a domain with a history from the secondary market.

Adequate security
Always remember about security: updates, appropriate plugins, purchase of SSL certificates, strong passwords for CRM and the administration panel.

The advantages of an SEO backend

Having an SEO background has its undeniable advantages. Here are the reasons why you should consider this solution:

Improve your organic search ranking
Thanks to SEO facilities, we permanently support the positioning of our website. If a site receives links from other significant sites, it will rank higher in organic search results.

Increasing the authority of the site
Google wants to know that the website it places on the first page of results is valuable and has authority. One way of determining this is the number of backlinks you have.

Increasing the visibility of your content and building awareness
The bigger the audience the better. Increasing traffic from referring links from one site to another means more people will see your products and services. It should translate into more people interested in your offer. Thus, having SEO facilities supports marketing and builds brand awareness.

Who should consider having an SEO facility?

Companies focused on long-term improvement of sales results and willing to build brand awareness on the web should consider creating an SEO base. Building an SEO backend is a time-consuming process, and building the backend itself will not guarantee that the website will achieve a stable position in organic results. Therefore, companies often decide to cooperate with agencies and specialists in the field of SEO.

Positioning your ski shop is essential

Internet Marketing is a very broad concept. It includes not only activities strictly understood as advertising, but also those that serve to increase the visibility of the website on the web. More specifically: in Google search results. Why is it so important? You probably know the answer to this question perfectly well. After all, you also use the search engine every day – not only when you need information on a general topic. The data you find online also affects your purchasing decisions.

You have to remember this when running a ski shop as well. Even if you focus on selling in a stationary channel, for example, you run a point in a winter resort, you need additional promotion. It will allow customers to reach you, and not the competition, which, after all, lurks, sometimes literally, just around the corner.

Meanwhile, a customer who has decided to buy new ski goggles or poles can check information about the one he or she is interested in in a few seconds before entering the store. What will he think when you are not on Google?

Even more important is the advertisement of a ski shop, which operates mainly in the Internet space. When running such a business, online visibility is ABSOLUTE basis. How to get it?

There are many ski shops on the market. In addition, the assortment that you offer to lovers of white madness is also available in typical sports stores – these are large chain stores with a stable position on the market. The way to break through this metaphorical wall is to invest in positioning.

SEO activities will allow you to consistently and step by step break through to the top of the search results. You must be aware that this is not a road that will take days or weeks to complete. You will probably wait several months for the first results. However, if right now you are starting to wonder if this is a good idea, the answer is YES. Provided that the campaign related to positioning will be carried out by specialists, after an in-depth analysis. There is no other way here.

What do SEO activities involve and how to plan them?

Positioning aims to make Google’s algorithms consider the website of your online store as valuable in the context of specific queries placed in the search engine by users. Of course, these are phrases directly related to your product range, such as “ski shop”. “Accessories for skiers” or more specific, such as “ski poles”, “base wax” and the like. For this to be possible, Google’s algorithms must evalsuate your website as valuable. For this you need, among others:
– a properly built site map with a clear division into product categories,
– optimized URLs of individual subpages,
– metadata optimization to include keywords related to the content with high potential,
– increasing the functionality of the website – so that it loads quickly, is responsive and safe.

The most important element of the entire process is the saturation of the website with content that will contain carefully selected key phrases. They must be properly selected – preferably as a result of an audit and analysis of the potential of individual keywords. Attention! In the case of ski shops, which usually offer a very extensive range, long-tail positioning may be a good solution, i.e. one that uses a wide range of phrases accompanying the most important ones. This allows you to increase your search potential.

Is positioning profitable?

It can be said that an advertisement for a ski shop without positioning will never be a complete marketing strategy. The reason is simple: SEO and advertising activities drive each other, but positioning allows you to maintain the effects in the long term. The results achieved once, provided that the store continues the SEO strategy, will allow you to stay in a high position for a long time. This strategy also brings a good level of return on investment, and the results get even better month by month. So it’s worth starting with positioning, unless you want to get sales results as quickly as possible – then your best ally will be Google Ads and Facebook Ads.

Advertising of a ski shop in Google Ads

You already know what role SEO activities can play in advertising your ski shop. However, it’s time to address the recipient directly – so as to guide them through the marketing funnel towards making the purchase. Ideally, it should come back many times more. For this purpose, it is worth using the tools available on the Google Ads platform.

Google Ads is the most widely used advertising system in the world. No wonder – Google is the main source of information for most people. Therefore, promoting yourself in this search engine is the most logical action that can be taken. However, it is worth knowing that Google Ads is not only advertising in the search engine. On the contrary. With the help of this platform, you can also advertise on external websites, and with great efficiency.

Let’s take a closer look at the most suitable forms that a ski store ad can take in Google Ads.

Sponsored Links
This is the most basic and highly effective form of promotion. What is it about? It is very easy! Running this type of campaign means that the link to your offer appears above the search results on Google. Of course, this happens if the user enters a password related to your scope of activity, i.e. he will search for ski bindings, a helmet or ski boots. Such contextual links may also appear when you enter a topic-related query.

What is the effectiveness of advertising in the form of sponsored links? High, because many recipients do not pay attention to whether the link is promotional and clicks on it. Sponsored links can effectively help you, for example, when some of the phrases you want to promote are extremely demanding. This form of advertising allows you to “skip the line”.

PLA ads
Advertising your ski shop this way is a great idea – especially in the high ski season. Then, inquiries about specific products are directed by determined customers. They need concrete things. They get them above the search results or on the side – these are boxes with specific products, along with a photo, price and link to the offer in your store. The power of this solution cannot be overestimated – it is a form of promotion that increases the likelihood of a successful sale.

Google Display Network
These are contextual ads that go not so much to the search engine as to external websites in the form of banners. Importantly, they are displayed not to random recipients, but to those selected, e.g. on the basis of demographic data or previously viewed pages. Here, remarketing becomes a very important tool – it is about personalized ads that are displayed to users after visiting your store. Perhaps they had almost bought one of the products, but eventually withdrew. Remarketing advertising will remind them of the offer and make it easier to return to it.

Advertising of the ski shop on Facebook and other social media

The ski shop operates in the B2C area. That is why Facebook is the most natural environment to conduct promotional activities here. But how to plan them? On the one hand, you should take care of image-building activities aimed at building brand recognition. I am talking primarily about an attractive fan page that will support content marketing activities.

However, it is also worth taking care of paid promotion – especially in the period of growing interest in ski products. It is then good to think about the advertising of the ski shop taking the form of, for example, a promotion of a post with a link to the blog about the choice of equipment, or contextual promotion. On Facebook, you can also take advantage of the possibilities offered by remarketing – it’s worth doing it.

Should the ski shop also promote itself on other social media? Here, for example, advertising on Pinterest will work well, and also, perhaps, on Instagram. However, if you are not sure whether these forms of communication will fit into your strategy, focus on other communication channels.

Effective advertising of a ski shop, carried out with due regard to the seasonality, but continuously, will allow you to effectively increase your visibility and brand recognition.