The importance of colors in marketing

Marketing is a field that is a perfect example of the impact of individual colors on a person. Individual branches of business use this effectively, adhering to the discoveries of the psychology of colors. This science confirms that colors have a specific influence on us. Some give you energy, stimulate you to act, while others relax, calm down or inspire confidence. Being aware of these impacts, marketers scrupulously construct advertisements so that they most accurately affect the recipients.

Color is not only used to create advertisements. It is an indispensable attribute of product packaging, company logo or visual identification of stores. Color is also an important element in internet marketing. You have to choose it skillfully when creating your website. In many cases, a specific color can determine the success of the conversion, more about that later in this article.

Color in marketing, including internet marketing, fulfills several functions. Here are the most important of them:
– Aesthetic – the aesthetic value of the colors cannot be ignored; appropriate combination of colors makes consumers more willing to reach for specific products or stay longer on a selected website;
– Emotional – colors affect emotions, evoke specific associations and can stimulate specific actions, so it is worth knowing what colors to use to create the intended effect in the recipients;
– Informational – colors in marketing are also used to provide recipients with specific information about the offer or product;
– Constructive – the task of color is also to integrate the entire marketing message and ensure its consistency.

Can a color influence a purchasing decision?

Yes it can. Color is an important element that influences consumers’ final purchasing decisions, but not the only one. Remember that most decisions in our lives are made unconsciously, although we want to think the opposite is true. And it is this unconsciousness that is influenced by color. The color that evokes specific feelings, thoughts and emotions in us may decide whether we decide to buy a given product or take advantage of a specific offer. It is not without reason that there is a color of trust or a color of security. If the colors of the website or product evoke positive associations in us, then we will be much more likely to take advantage of the offer or purchase.

Blue color – meaning

The blue color evokes clearly positive associations in the recipients. It is the color of trust, professionalism, wisdom and truth. It is associated with a sense of stability, but also cleanliness, peace and composure. Many brands use blue in their visual identification. A perfect example is Facebook or Twitter, but also companies from the insurance and banking industry. Blue helps to establish a positive relationship with the customer.

Red color – meaning

This intense color can evoke extreme emotions. On the one hand, it brings to mind positive associations related to love, passion or passion, on the other, however, it is a strong warning sign. In addition, red is associated with energy, strength, aggression, stimulates action, and effectively stimulates intense emotions.

Due to such a strong effect of the red color, it is skillfully dosed in marketing. It is usually used to mark promotions and occasions. It is also great for highlighting the CTA button – not only will it make it more visible to the recipient, but also encourage them to take action that may translate into the conversion of the store.

Remember not to overdo it with red. It is best to keep it in the color scheme of the website to highlight its most important elements. An excess of red can become irritating to the eye in the long run and make the customer leave the site faster.

Orange color – meaning

Orange brings to mind fun, is associated with positive energy and good emotions. Like red, it also encourages action. This color is often used in marketing to draw the customer’s attention to discounts and bargains.

Yellow color – meaning

Another intense color is yellow. This color is quite ambiguous, just like red. On the one hand, yellow is associated with the sun, joy, energy and vacation, on the other hand, it is used, for example, for warning signs. Therefore, it is important to skillfully use yellow in marketing. A great example of the effective use of this color is, of course, the McDonald’s company. There is probably no person in the world who would not associate the characteristic yellow letter M. It is worth noting that over time, the second intense color, i.e. red, has disappeared from the brand’s logo. Such a combination is considered too flashy today. Currently, the yellow M is used alone or in combination with a more muted brown.

Yellow, like red and orange, is recommended for use in creating CTA buttons on a page. It is also worth using this color to emphasize the unique features of the product or offer. It will also work well when highlighting promotions and discounts.

Green color – meaning

Green is the color of safety. It is associated with nature, ecology, peace and harmony. According to color psychology, green stimulates creativity and also increases credibility. In marketing, green is most often used by banks, medical and pro-health industries, as well as by all those who want to emphasize the ecological activity of their company.

Green is the color of gentleness. Therefore, if we want to evoke delicate feelings and gentle positive emotions in our recipient, this shade will be perfect. Green may dominate the colors of the website if it is justified in the visual identification of the company. This color is also very soothing and friendly to the eyes. It is worth knowing that subconsciously people like to look at everything that is green, because our eyes then rest.

Black color – meaning

Black is considered by many to be a dark and unambiguously negative color, but it takes on a completely new meaning in marketing. Black is also a symbol of elegance and luxury combined with minimalism. It is worth noting that the most prestigious brands in the world often use black in their logos. This color also symbolizes the high quality of products or offer, as well as timelessness, reliability and efficiency.

White color – meaning

White is a universal color that is often the background for all other colors. In the psychology of colors, it symbolizes innocence, delicacy and subtlety. This is why white is a common shade in ads for tissues, toilet paper and cleaning products. We can also find it in promotional campaigns for more prestigious products, such as jewelry, perfumes, and even electronic equipment.

Thanks to the skilful use of white, you can effectively display other elements of the marketing message. It is worth noting that many brands, when creating a company logo, decide to combine a specific color with white. Such a logo is used by most sports brands, such as Adidas, Nike or Puma. Other examples include Coca-Cola and Samsung.

Combining colors in marketing

Knowing the symbolism of colors is one thing. The real art is their skilful combination that allows you to get the best possible effect that will not only meet the aesthetic expectations, but also create the desired impression on the recipients. To achieve this, it is worth focusing primarily on balance.

Subdued colors such as blue, green, but also brown, black or white should be most often chosen as the basis for creating a marketing message. It is especially important when selecting the colors of the website. Here, subdued colors should be the basis, while bright colors such as red, yellow or red should be used for elements that require distinction. Eye-catching shades are best for CTA buttons or listing promotions, deals and discounts. If some content on the website is particularly important, it is also worth highlighting it with an intense color.

However, it should be remembered that bright colors should not dominate. Their excessive number may distort the final reception of the marketing message and make it unreadable for the recipient.

Many companies also focus on brand marketing that is based on contrasts. Paraphrase-Online.com is the perfect example of this. The use of two opposing and expressive colors in visual identification allows you to achieve a clear and clear message. This effect is not only valid for black and white. Contrasting colors are also violet and yellow, orange and blue, or green and red. Examples of brands that use this aesthetic treatment include Mountain Dew, the Los Angeles Lakers basketball team, and the Firefox browser.

In summary, colors in marketing are an important element, although it should be remembered that it complements the entire message. When choosing the colors of the product packaging, the colors of the website or when creating an advertisement, it is worth remembering what effect a given shade has and skillfully combine it with the remaining color range. The choice of colors can really translate into the conversion of the store. It is therefore worth checking whether customers are more likely to click red or green buttons. One cannot forget about the consistency of the message. The selected colors must reflect the company’s mission and vision, and at the same time be eye-friendly and aesthetically pleasing.

SEO adalah serangkaian kegiatan yang bertujuan untuk mencapai posisi tertinggi dalam hasil pencarian alami oleh situs web tertentu. Proses ini terdiri dari aktivitas “di halaman” seperti pengoptimalan situs web itu sendiri (tindakan ini dikenal sebagai SEO – Pengoptimalan Mesin Pencari), serta pekerjaan “di luar halaman” yang dilakukan di luar situs web itu sendiri. Salah satu faktor peringkat terpenting adalah konten unik.

Beberapa orang masih ingin konten mereka ditulis dengan tangan. Mereka digunakan untuk membuat kalimat demi kalimat dan menulis ulang artikel untuk memastikan kualitas konten. Meskipun ini adalah praktik yang paling sederhana, itu bisa memakan waktu berjam-jam atau berhari-hari untuk mencapainya.

Tetapi ada juga orang yang terlalu lesu untuk menulis ulang artikel mereka atau mengenali arti waktu dan karena itu mencari alat parafrase gratis. Jika Anda seperti kebanyakan orang yang mengetahui nilai waktu Anda, Anda telah datang ke tempat yang sempurna.

Paraphrase Online adalah penulis ulang artikel terbaik di web. Ini mengubah satu kata dan frasa dengan sangat cepat, dan yang paling penting – akurat. Singkatnya: Google suka ketika konten unik dan tidak suka ketika mereka direplikasi dalam bentuk yang sama di antara situs web yang berbeda. Ini masuk akal, karena untuk memberikan hasil pencarian kualitas terbaik kepada pengguna, informasi tidak dapat beredar di web dalam bentuk yang sama. Selalu ada kesempatan untuk menggambarkan sebuah pertanyaan dengan kata-kata lain dan melihatnya dari sudut yang berbeda. Oleh karena itu, keunikan tersebut dihargai. Jika Anda memiliki pengetahuan yang tepat untuk industri Anda dan Anda dilengkapi dengan perangkat lunak rewording gratis seperti Paraphrase Online, tidak ada yang akan menghalangi Anda!

Sa ibaba ipinakita namin ang recagestag stagesthat na maaari mong asahan kapag nag-a-apply sa amin

Pag-uusap sa telepono kasama ang HR (20-30 min)

Kung ang iyong karanasan at kasanayan ay umaangkop sa profile ng posisyon, aanyayahan ka namin sa unang yugto ng pangangalap. Ito ay isang 20-30 minutong pag-uusap sa telepono kasama ang HR. Sa pag-uusap na ito, malalaman mo ang tungkol sa Paraphrase Online Group at ang papel na iyong na-apply. Kami naman ay hihilingin na tanungin ka tungkol sa mga detalyeng nauugnay sa iyong karera, kakayahan at pagganyak na magtrabaho sa ganitong posisyon. Pag-uusapan din namin ang tungkol sa iyong mga inaasahan sa pananalapi at pagkakaroon, upang matiyak na ang lahat ng mga kundisyong nauugnay sa pagtatrabaho sa amin ay kaakit-akit sa iyo.

Panayam sa rekrutment kasama ang mga miyembro ng koponan (1h)

Kung ang aming mga impression pagkatapos ng unang pakikipanayam ay positibo, aanyayahan ka namin sa isang oras na pakikipanayam sa mga tao mula sa koponan kung saan mo isinumite ang iyong aplikasyon. Ito ay isang magandang pagkakataon para malaman mo kung paano ito magtrabaho sa kagawaran na ito, kaya ihanda ang iyong mga katanungan – ikalulugod naming sagutin ang mga ito. Gusto naming magtanong ng mga katanungan na magpapahintulot sa amin na mas mahusay na suriin ang iyong mga kakayahang kinakailangan para sa posisyon na ito. Maaari mong asahan ang mga katanungan batay sa mga tukoy na sitwasyon na maaari mong makasalamuha habang nagtatrabaho sa amin. Papayagan kaming mas masuri nang mas mabuti kung magagawa mo nang maayos ang papel na ito at makakatikim ka sa hinihintay mo sa amin. Sa simula ng pagpupulong, aanyayahan ka naming makumpleto ang isang maikling sikolohikal na pagsubok, tatagal ng hindi hihigit sa 10 minuto.

Opsyonal – isang gawain (aabutin ka ng halos 1 oras ng iyong sariling oras + 30 minuto para sa isang pagpupulong na nakatuon sa pagtalakay sa gawain)

Para sa ilang mga pangangalap, nagpapakilala rin kami ng isang gawain upang matulungan kaming suriin ang iyong diskarte sa paglutas ng mga tukoy na problema. Para sa amin, ito ay isa sa mga pinakamahusay na paraan upang subukan ang mga kakayahan at tiyaking ang pinakamahusay na mga manlalaro ay sasali sa aming koponan. Bibigyan ka namin ng isang oras upang makumpleto ang gawain – humigit-kumulang. 2-3 araw, sisiguraduhin din naming hindi mo na gugugol ng higit sa isang oras ng iyong sariling oras dito. Matapos mong makumpleto ang gawain, mag-aayos kami ng isang maikling pagpupulong upang talakayin ito.

Madalas naming pinagsasama ang yugtong ito sa isang pakikipanayam sa pangangalap, hinihiling sa iyo na maghanda ng isang solusyon sa isang problema bago ang pagpupulong.

Sino ang makikilala mo?

Ang pagpupulong ay palaging dinaluhan ng iyong bagong manager, ibig sabihin, ang taong makikipagtulungan ka nang higit. Gusto namin na mas makilala kayo. Ito rin ang pinakamahusay na oras upang sabihin sa iyo ang tungkol sa koponan na iyong inilapat at alisin ang anumang mga pagdududa.

Anong mga katanungan ang maaari mong asahan sa pakikipanayam?

Nagtatanong kami tungkol sa mga isyu na nauugnay sa papel na iyong inilapat.

Gumagamit kami ng mga katanungang pang-sitwasyon, ibig sabihin, mga katanungang tumutukoy sa iyong tukoy na nakaraang karanasan, at bilang karagdagan sa mga tumutukoy sa mga sitwasyong hipotikal. Tinutulungan nila kaming mas maunawaan kung paano ka nagpapatakbo at kung paano ka lalapit sa paglutas ng problema.

Ginagamit namin ang pamamaraan ng STAR (situation – sitwasyon, task – gawain, action – pagkilos, result – resulta) para dito. Kailangan namin hindi lamang isang paglalarawan ng sitwasyon na kinaharap mo, ngunit higit sa lahat impormasyon sa kung paano mo ito hinarap. Maging tiyak sa pagsagot sa mga naturang katanungan.

Nagsasagawa rin kami ng isang maikling pagsubok na magsasabi sa amin ng higit pa tungkol sa iyong mga kakayahang panlipunan at pangunahing mga ugali ng pagkatao. Salamat sa ito, susuriin namin kung nasa parehong wavelength kami.

Panghuli, kumpirmahin namin ang mga kondisyong pampinansyal at ang iyong kakayahang magamit.

Tandaan na ang panayam ay oras din para magtanong ka sa anumang mga katanungan na maaaring abalahin ka sa konteksto ng iyong tungkulin at kumpanya.

Paano maghanda para sa isang pakikipanayam sa trabaho?

Ito ay laging nagkakahalaga ng pagiging handa at ito ay isa sa mga prinsipyo na pinahahalagahan namin sa Paraphrase Online Group. Maaari kang maghanda para sa pakikipanayam tulad ng sumusunod:

Basahin muli ang patalastas sa trabaho at alamin ang tungkol sa mga kinakailangan. Sa panahon ng pakikipanayam, magtutuon kami sa mga lugar na mahalaga sa amin sa konteksto ng oposisyong ito, at bibigyan ka ng anunsyo ng isang buong larawan ng kung sino ang hinahanap namin para sa partikular na papel na ito. Kaya’t ang karamihan sa mga kasagutan doon mismo.

Suriin ang iyong CV at isipin ang tungkol sa mga kasanayan na gagawing angkop sa iyo para sa trabahong ito. Mag-isip sa mga tuntunin ng mga nakamit, hal. Tukoy na mga bagay na pinamamahalaang mong pagbutihin, gawin nang mas mahusay, ang mga nagdala ng mga benepisyo sa kumpanya. Magdala ng ilang mga sitwasyon na kumpirmahin ang iyong mga kakayahan. Ito ang tatanungin namin sa iyo.

Suriin ang aming website, blog at Facebook – gawin ang iyong araling-bahay at kilalanin ang kumpanyang nais mong pagtatrabaho.

Ang Paraphrase Online Group ay walang pormal na dress code, kaya’t ang lahat na makilala mo sa pakikipanayam ay magsusuot ng maong at isang T-shirt kaysa isang suit.

Puna

Pagkatapos ng bawat yugto ng pangangalap, babalik kami sa mga kandidato na may feedback.

Kung positibo ito, mahusay iyan – makikipag-ugnay kami sa iyo upang kumpirmahin ang mga tuntunin ng kooperasyon. Ang susunod na hakbang ay ang mag-sign ng isang kasunduan sa kooperasyon. Para sa hangaring ito, makikipag-ugnay sa iyo ang isang tao mula sa aming Kagawaran ng Pamamahala.

Gayunpaman, kung magpapasya kami na ang iyong karanasan at kakayahan ay hindi umaangkop sa profile ng kandidato na hinahanap namin, makakatanggap ka ng impormasyon mula sa amin tungkol sa mga dahilan para sa naturang desisyon. Karaniwan kaming bumalik na may feedback sa loob ng ilang araw, ngunit kung ang proseso ng pangangalap ay dapat na pinalawak, ipapaalam namin sa iyo. Kung ang sagot ay hindi dumating sa oras – tiyaking ipaalala sa amin.

Ano ang dapat mong tandaan kapag nakikipag-usap sa online?

Sa oras na naka-iskedyul ang pagpupulong, mag-click sa link ng Google Meet na ipinadala namin sa iyo sa email at sumali sa pag-uusap. Nasa ibaba ang ilang mga tip na dapat tandaan bago makipagkita sa online.

– Pamilyarin ang iyong sarili sa Google Meet kung hindi mo pa nagamit ang tool na ito dati.
– Suriin ang kalidad ng iyong koneksyon sa internet.
– Suriin kung gumagana ang iyong mga headphones at mikropono.
– Maghanap ng isang tahimik na lugar kung saan maaari kang makipag-usap (mas mabuti na may likas na ilaw na nagniningning nang direkta sa iyong mukha).

Alok

Naging okay ang lahat? Malamig! Maligayang pagdating sa Paraphrase Online Group!

Use pixel

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

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

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

Use Lookalike groups

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

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

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

Advertising creation

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

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

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

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

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

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

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

Test different solutions – audiences and ads

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

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

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

Analyze on a representative sample of data

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

PDF file – the most important information

PDF, or Portable Document Format, is a document format designed by Adobe. Established in 1992. Work on the PDF was ongoing as part of the Camelot project. The PDF format was primarily to be used to convert paper documents to digital. The creators of Portable Document Format have also set themselves the goal of ensuring that electronic versions of documents can be sent to anywhere, displayed and printed on any computer. Today we know that this goal has been achieved.

PDF has gained considerable popularity over the years and is used to create various content. The widespread use is due to the many advantages of PDF files. The most important are:
– easy to open PDF files on most computers,
– simple navigation within the document, which facilitates the efficient reading of even long texts,
– the ability to prepare materials in this format for printing,
– small size of documents,
– easy transfer of PDF files.

Google indexes PDF files?

PDF files have been used for years. For a very long time one of the myths was that PDFs could not be indexed by Google search engine. However, reports indicate that search engines with this file format have been doing very well since 2001, as long as they are not password protected or encrypted. The content of PDF files is analyzed by Google robots in the same way as the content contained in the page code. The case with links that are in the PDF document looks the same. Simply put, Google search treats links from PDF files in the same way as HTML links. The only difference is that for PDFs you cannot set nofollow attributes. All this shows that for Google search engine it doesn’t matter if the content is placed in a PDF or HTML document. For SEO, the most important thing is relevant content and its keyword saturation.

When it comes to indexing PDF files, it’s worth noting that search engines really like them. They are often much higher in search results than traditional HTML files. Despite this, many companies still do not use the potential of PDFs in positioning.

How to optimize PDF for search engine?

For PDF documents to have a positive impact on SEO, they must be properly optimized. This gives them a chance to display high in search engine results. It is worth remembering that in order for PDF to affect SEO, it should be text-based, which only gives bots the option of loading content. Therefore, if you want to use PDFs for SEO, you cannot place them as an image – the search engine will not load it and will not take it into account at all. How to further prepare the PDF file?

– Name it – the title of the PDF should reflect its content and contain keywords; this will allow Google robots to determine what is in the document; rules that should be followed: it is a title about 50 – 70 characters long, natural and encouraging to click on the link; the PDF title can be completed in the wizard; it allows not only to enter the title, but also the author, subject and keywords; it is best to complete all fields;

– Take care of the PDF file size – the smaller the document size, the faster the page loads; this is not only positive for SEO, but also provides comfort for web users; the easiest way to reduce the PDF file size is to choose medium or optimal quality instead of the highest when saving or exporting a document; it is worth noting here that smaller files are faster indexed by search engines;

– Choose a URL – the PDF should have a friendly URL; sometimes it is broadcast automatically by CMS; however, you must check whether it is too long; too long a link is not good for SEO and does not meet user-friendly rules; short addresses can not only be easier to remember by the user, but also look good in search results; the URL does not translate directly into SEO, but the keywords contained in it will be highlighted in the search engine and thus are more visible to the user;

– Add ALT attributes – in PDF files, apart from text, there may be photos / pictures; if they are listed, the ALT and title attributes should be completed; this data must be completed with each graphic; this will help robots read PDF better;

– Link internally – for PDF files to actually impact SEO, they must be internally linked; the content of the documents should include links to the internal subpages of the website and thus indicate relevant sections of the page to Google bots and Internet users;

– Optimize content and avoid duplicate content – the text that is contained in the PDF document must be prepared in accordance with the same rules as those per page; this means that you need to optimize your document; it includes content saturation with keywords, the use of subheadings, paragraphs, bullets, graphics, tables, italics, bold; the text in the PDF should also be valuable, useful and provide the necessary information to the reader; it cannot be copied from other files or websites – search engines will treat this as duplicate content.

– Adapt PDF to mobiles devices – UX issues are very important for SEO; are preparing an e-book or manuals in PDF, it is worth thinking about mobiles device users; In order for the document to be easily read on the phones or tablet, it is important to use the right font size, matching the file to the screen size, ensuring readability and visibility of the images.

PDF files – is it worth positioning them for SEO?

The use of PDF files for SEO has its undoubted advantages. Note, however, that in some cases you may encounter navigation problems between the PDF file and the rest of the site. You also lose full control over the length and organization of content – content placed in PDF cannot be placed via CRM. Speaking of disadvantages, you must also remember that PDF documents are not as flexible as HTML pages – they do not have code that can be modified in any way. Still, using PDFs for SEO is profitable and worthwhile. It is worth to bet above all when:

– There are many PDF documents that have already been created and they are of great substantive value to users;
– Developing a PDF document is more aesthetic and transparent in terms of UX than placing text on an HTML page;
– The content is specially prepared for printing or downloading, e.g. e-books, brochures, price lists, regulations, leaflets, etc.
– Creating separate subpages, i.e. converting PDF to HTML would be too expensive and time consuming.

The possibilities that you have in using PDF in SEO are many – we are limited only by imagination. In PDF form you can save all documents created by the company, both of practical and marketing significance. Saturating them with internal links and keywords will allow you to use PDFs as another tool to help your website rank in the search engine.

The PDF format is the universal one, easy to use and distribute. It is often used to create various documents, including those with a marketing tone. PDF files can contain substantive guides, useful ebooks, leaflets, brochures, quotes. They are also a great tool for creating user manuals or instructions, regulations, price lists, etc. From the point of view of SEO PDF is not an ideal format, but extremely useful. Its proper preparation will bring benefits in the form of an increase in the CTR index and an increase in the level of traffic to the website (including organic results), and will also translate into the website SEO results.

Summary

– PDF files can “wander like hamsters” so take care of all attributes in the file, especially the correct linking to services or products – thanks to which you will get extra traffic
– it is good to prepare a template on letterhead with an active link to the home page on the website
– file repositories are great at SEO – especially where you sell services (e.g. legal) or devices (e.g. user manuals)
– apart from PDF files, DOCs position well
– if you want to have traffic from Google Graphics save the PDF file as an image and optimize
– you can use UTMs to track traffic from PDF files
– do not duplicate content from a page in PDF
– a page with embedded PDF can be very strongly linked and popular, and then cross-canonical to another subpage simply does not work
– use PDF files as training materials – they index well and generate traffic
– if you have a lot of educational videos, prepare a transcription and upload it to a PDF file (if you do not have space on the page)
– if you use external issue service to embed directories – quit – build your own repository and keep the client at your place. Well, unless you don’t have an IT structure for it.

What determines the price at the copywriter?

The rate for the texts depends mainly on three factors:
– Type of texts – the more difficult the topic and the more demanding the query, the higher the price;
– Order volumes – wholesale orders are cheaper;
– Cooperation time – copywriters usually offer more favorable terms to regular contractors.

To the above variables, there are issues of competence, individual financial expectations and scope of responsibilities (some copywriters offer to put content on a blog or graphic design). The valuation is further complicated by the number of possible corrections and even the possibility of issuing an invoice. This thicket of information makes the copywriter’s price list unique and adapted to each writer-bidder.

Contemporary trends on the copywriting market

Until recently it was said that due to the increase in competition the amount converter for 1000 characters will be consistently falling. Meanwhile, the market has not reacted by falling prices to an increasingly large group of SEO copywriters – contrary to expectations, the range of rates increases, and the financial expectations of copywriters have a wide range.

The reason for this gap is that the creation of substantive content is undoubtedly a difficult task. The work of experts never loses value. Some companies do not want to save on their image, so they can afford more expensive copywriters who create fully professional texts.

What rates are we talking about? How are the “price ranges” currently shaped and how much does good content cost?

Copywriting rates

Below are the average rates that you can most often encounter when browsing cooperation offers.
– Blogging articles: from $ 10 to $ 50 for 1000 characters.
– Back-up texts: from $ 3 to $ 18 for 1000 characters.
– Product and category descriptions: from $ 8 to $ 30 for 1000 characters.
– Content per page: from $ 200 to $ 1000 counted as a whole for the project.
– Leaflet texts: from $ 30 to $ 200.
– Naming and advertising slogans: from $ 100 to $ 5000 per project.

As you can see, the amounts vary and it is impossible to define a universal solution that will prove to be profitable. Each company has different needs, which is why the choice of copywriting prices will always depend on financial possibilities and expectations regarding the quality of texts.

Billing for signs or for the whole project?

There is also no ready answer to the question of how to settle accounts with the copywriter. The predetermined cost of the project is convenient and transparent, although it is not easy to get a fixed length of the text – most often it is referred to the target value around which the volume of content oscillates.

As for the characters with spaces, this converter accurately reflects the price due for copywriting, but it can lead to some misunderstandings depending on which fragments are counted (it is not always known whether tags, meta-descriptions, alternative texts are subject to it). For this reason, when establishing cooperation with a copywriter, it is worth making sure that the settlement rules have been established clearly.

Price for copywriting – summary

Talking about money is never easy and comfortable, so it’s even more important to clearly define what elements make up the final price of copywriting.

The range of amounts is wide, so specify your expectations and budget before you set out to find the perfect copywriter. Remember to clearly specify the requirements for the quality of the texts, as well as the scope of responsibilities and the number of possible corrections.

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”.

However, in many cases our actions are not everything and despite the application of best practices, a given e-commerce fails. So we have a few insights regarding the success of online stores, which we decided to share, further illustrating our point of view with a fresh case study of one of our clients.

The appearance of the online store – as we see it at Paraphrase-Online.com

Working with such a large number of online stores, we’ve had to deal with more than one website and technology. About those we know really well.

Very often, store owners, having in mind marketing activities that want to conduct in the future, seek our advice on solutions for online stores. Although we know a lot about this, the final decision is up to the customer. Nevertheless, consultation on the choice of CMS or e-commerce platform can save a lot of unnecessary nerves, ill-considered actions and, as a consequence, decreases results.

Consequences of unconsulted changes in an online store [case study]

In cooperation with our clients, we have repeatedly emphasized the importance of exchanging insights and consultation before introducing any changes regarding e.g. the interface of an online store, website or other issues that may have a small impact on the success of Google Ads campaigns or SEO activities. Unfortunately, it also happens that as an agency running a campaign or positioning a website, we are not kept informed of upcoming changes. Consequently, all online sales suffer, which, for example, with an average of $ 100,000 per month dropped to around $ 30,000, while maintaining the same costs for the campaign.

The drop in campaign results in the online store can be seen very quickly, reacting to this drop, but unfortunately not always. In the described case, a complete change in the appearance of the site and certain technical aspects brought unexpected consequences. A more modern look of the site does not always go hand in hand with easier navigation and better customer experience. This is evidenced by the change in time spent on the site by users before and after the modifications introduced. The difference in average session duration was 45 seconds and the number of transactions dropped by 70%.

The best look of an online store – what to consider when changing?

If you want to completely change the appearance of the online store, it is worth basing on the best practices of both UX and SEO (on-page and off-page), as well as analyzing what can affect any major change, e.g. the sales process, returns or marketing activities, e.g. Google Ads or Facebook Ads campaigns.

The optimal appearance of an online store is one that will satisfy the expectations of consumers above all, but also improve the sales process, i.e. allow, for example, obtaining feedback from the customer about the product or improve shipping. Optimal appearance does not always mean the most modern. Of course, a website with a large number of beautiful graphics can convince the customer to buy more, however, it is worth remembering that photos cause a decrease in the speed of loading the website, and may also limit the field to the activities of a specialist in positioning an online store.

In the case of the case study in question, prior to changing the website, consultation with existing store customers was carried out. However, there was no verification of the received insights with proven UX practices, which the industry is talking about. As a consequence, the most important aspects related to the user’s movement on the website were ignored, and only the visual side was taken into account.

What should an online store look like? – best practices.

All you need to do is to check what the largest and most recognizable online stores look like before starting work on a new online store project or before redesigning it. Very often, their appearance is primarily very intuitive. Most of us expect certain solutions and although the modern look attracts us more at first glance, we still prefer shopping on simple pages. The division into product categories, the ability to filter by sizes, colors, etc. have been used for years. Among the more modern solutions it is worth considering the product presentation itself, i.e. the quality of photos or videos showing the product “in action”. By checking the path of users on our website in Google Analytics or based on statistical data collected on the basis of research of other online stores, design the path that the customer should follow from product search to purchase. Most practices say that this process should be as intuitive and short as possible so that the customer can proceed to payment in two or three steps. Optimizing the online store and Google Ads product advertisement will help you bring the customer to the product you offer.

The appearance of the online store and the impact on the Google Ads campaign.

Every major change in the online store can also be seen quickly in advertising channels. Google Ads campaign leads to the online store, i.e. to specific products or their categories, and thus, changing the appearance or certain settings in the store has an impact on the final results of the campaign, e.g. on CPC, number of conversions or other dependent parameters.

The incomprehensible look of the website lengthened the customer’s shopping path and quickly became apparent. In the first two quarters of this year, i.e. before changes were introduced, the average ROAS for the campaign was 1,429.216. Changes on the store’s website occurred at the end of the second quarter. Their effect can be seen already in the third and fourth quarters where the average ROAS was 766.31.

Therefore, we want to warn every store against making drastic changes on the site without prior consultation with any entity that works in our favor and whose actions may be very dependent on these changes. Cooperation between e-commerce and the agency should not be limited to exchanging reports on campaign results or position reports. If you already work together, it is worth using the knowledge and practice of specialists who will gladly suggest what you need to consider and what may affect the success of Google Ads campaigns or SEO activities.

Summary

Many factors contribute to the success of an online store, and any changes should be discussed with us. Not only generated sales, but also customer opinion and experience on the site are involved. The success of Google Ads campaigns or online store positioning activities are also heavily dependent on them. The best appearance of an online store should therefore take into account its functionality and the ability to implement various additional activities that will support sales.

Pictograms can sometimes effectively replace a few words, and further increase the visual value of the content. However, these are not the only reasons why you should be interested in them when planning your marketing strategy. As it turns out, emoji can also affect SEO.

How did the emoji come about?

Despite the fact that Scott Fahlman is recognized as the creator of emoticons, the beginning of their history dates back to 1881. At that time, PUC published an article in which signs tried to express some of the types of emotions, including joy or sadness. Nevertheless, these typographic proposals proved to be too complicated to be widely used. In 1982, the previously mentioned scientist Scott Fahlman proposed to his colleagues to use the symbols “:-)” and “:-(” to distinguish humorous from serious content.

This is how emoticons got into internet communication, and thus their number expanded dramatically. The popularity of these symbols was so great that after a few years the word “emoticon” was in the English dictionary. In 1998, Shigetaka Kurita began working on communication with the client using icons, resulting in a collection of 178 graphics known as “emoji”. The name results from the combination of two words in Japanese – “e”, which means picture, and “moji”, which should be translated as a character.

A great return to SERP

Interestingly, in 2015 Google decided to block the option of adding colored emoji that appeared in search results. Reason? Many website owners have abused colorful pictograms, wanting to stand out from the competition. However, in 2017, the online giant decided to restore this option, observing the growing popularity of emoji in social media. Along with the announcement of this information, they began to wonder whether the search engine would be enriched by a colorful ranking of results due to new possibilities.

Emoji and SEO

Because emoji can be used in meta tags, they allow you to position yourself in search results. For example, if you want to order a pizza and put a pictogram in the search engine that presents it, Google will present a ranking of places offering this type of dish. However, keep in mind that some of the results can only relate to the graphics themselves. Anyway, entering the phrase “pizza” would also be too general and would not bring the expected results. For this reason, it is worth adding a locations description, e.g. city name, to the emoji. After entering in the search engine, eg “New York”, the results will show a ranking of pizzerias from this area, which in the meta title or meta description used this pictogram.

Of course, searching with emoji is much less popular than using words. It is enough to compare the search results, thanks to which it is easy to observe that the use of symbols for this purpose is not of constant interest by internet users. In addition, some pictograms can have different associations, so searching with a specific service or product can be problematic. One could therefore conclude that since two years since the introduction of emoji to SERP, it has not significantly affected the behavior of Internet users, it is better not to use them in meta tags, and thus not waste valuable characters. Not completely.

As it was emphasized at the beginning, the role of pictograms is constantly strengthening, so there is a chance that searching with them will become more popular. On the other hand, you cannot forget about other benefits that they bring, namely: making the message more attractive and able to effectively determine the attitude of the sender of the message.

The use of emoji in meta description allows you to effectively attract the attention of recipients. A catchy and unique description combined with attractive pictograms can influence the decision of the user who decides to visit our site. This, in turn, translates into increased click-through rate. CTR, which (along with the time Internet users spend on a given site) is, according to some positioners, a ranking factor.

Why use emoji in your content?

Emoji works great in internet marketing, where in the final selection of the offer by the client, psychological factors play a key role. According to researchers dealing with the impact of the internet on the human psyche, there is a special area in the brain that is activated when you watch your face. In their opinion, it starts and causes similar reactions when looking at emoticons or emoji. In other words: by using positive symbols, you have a chance to positively influence the mood of your interlocutor, as well as increase the level of sympathy and trust that he feels towards your person.

The use of emoji in communication with the customer also allows you to reduce the distance between two parties, and thus more effectively encourage the recipient to take various actions, e.g. subscribing to the newsletter or leaving a comment. In addition, one should not forget that one pictogram can effectively replace several words. This works great in communication and advertising on social media. In order for Facebook and Instagram posts to effectively attract the attention of recipients they must be interesting, but also concise. Emoji in this type of content allows you to perfectly depict a given thought and attitude of the author, without using many words.

Summary

Emoji are an important element of modern communication, thus becoming an effective tool in internet marketing. However, it is worth remembering about the measure in their use, if only because of the reason why Google in 2015 blocked this option. Inserting emoji into the content, you must first of all pay attention to whether their excess will not be confusing to the user, and thus will not disturb the transparency of the message. Such communication will also not fit into every industry and for every search – on the contrary! Handle it with care.

“To make the brand grow stronger and the customer live better” – this is the motto on the desktop of every salesman and every SEO, and the copywriter repeats them in his sleep to sit down eagerly to work on the text for the site, blog, back-up, portal and wherever the best product or service under the sun can be promoted. Such a “reality” is expected by the client and therefore every scratch on this image is a reason for dissatisfaction, complaints and often unfair assessments, in the light of which all the agency’s work is worth nothing based on weak texts, which in the best case “wrote a graduate of the third grade of primary school with diagnosed dysortography. ” Oh yes, you can listen. SEO copywriting is the victim of the dissatisfied customers who would like to get at least Shakespeare’s prose, and receive an amateur graphom show, which one does not know and who speaks … Oh, you get content authors whose task is to write for SEO, i.e. for the needs of Google search engine optimization.

A rigid framework for creation

SEO copywriting is not an easy job. It is fallow plowing. On the bumpy way of building content that is valuable for a bot, and interesting for a living reader, many difficulties await the creator – and even the disposition that “lopsided” phrases appear in the denominator (including the service and name of the city, eg “cleaning the cobblestones Miami “), and 20 keywords were found in 3500 characters. The guidelines also say that specially constructed headings are needed, and the content on inaccurate topics must be “lengthy”, and substantive. So say the tools analyzing the content of the page (including senuto) and positioners who based on them develop an action plan.

Technical aspects are not everything. If the whole range of guidelines reaches a specialized topic of the site, and the client does not share or does not have materials written in an accessible way, the copywriter will be awaiting a lot of hard work – query, preparation of the outline, and finally developing the right content. It all requires time and the ability to search for factual and reliable information. Therefore, mental acuity, vigilance and detective inquisitiveness in searching for needed data will be useful. Of course, many subjects are considered so-called lighter caliber, but there may be danger in some of them. A seemingly easy issue for one is a minefield for another. So how much truth is it in the common belief that a good copywriter will bear any topic and satisfy every customer?

Who wrote that he didn’t show off?

As a result of the copywriter’s work, a text is created for the website, company blog or thematic portal. Now the client’s task is to familiarize with the material and the decision to publish. In the vast majority of cases, the resulting content is accepted and implemented without reservation. We hear then that we managed, that we know each other, that our content is great and subsequent content orders will definitely reach us.

Some of the texts are returned to the agency with substantive comments or a request to change the style to a more or less official one. Based on explicit guidelines, we improve the material and send it back to the customer. In this arrangement, almost 100 percent. texts gain approval and gets to the site.

It is completely different when the material returns (after all, after a long period of verification) with an annotation that really doesn’t tell us much. The most popular comments include: “it is hopeless”, “bad reading”, “pointless”, “weak”, “who wrote it !!!?”, “Tragedy”. With 5 million characters that pass through our hands in a month, it may happen that the client gets a text not written entirely on the subject, not very “meaty”, stylistically weaker or too similar in content to those of competitors. We do everything to minimize the risk of such a situation. But if it happens, we could accept even the harshest criticism if, apart from the laconic commentary, we received at least one tip – marking incorrect information in the text or fragments that do not match the style of the client. A link to a similar page or thematic materials could be useful.

Meanwhile, in these rare but memorable cases, instead of a chance for immediate improvement (corrected orders give priority), at best we get a series of emails with explicit expressions of dissatisfaction with cooperation, and in a slightly darker scenario – we get bad recommendations on the Internet or announcement of the end of cooperation. In extreme cases, the customer uses this situation as one of the arguments for the early termination of the contract without complying with the terms of termination. We do not know to the end whether the reason for dissatisfaction is allegedly poor quality of the texts or the alleged lack of progress in optimizing the website. As practice shows, if you do not know what exactly is going on, it means that it is about money …, but this is a topic for a separate article.

SEO copywriting – two birds with one stone

Good content is the key to website success. Properly written, they attract the attention of Internet searchers. However, content sites do not make it to the top places in search engines by chance. Professional text design, an appropriate set of thematic key phrases and the optimal length of the text are, next to appropriate linking, one of the most important factors determining the presence in good positions in Google. This is food for vending machines, i.e. the first part of the work. When the page is high enough, i.e. on the first page of the search engine, the probability of clicking the link is very high. If the user already does this and the page does not find information that is interesting to him, i.e. valuable content for him, there will be no conversion, i.e. purchase or registration in the form. It is for the content of the page to attract attention, keep the user on the page and encourage him to act, he shares, among others SEO copywriter. In his work, he must construct a text frame that is formally appropriate and fill it with absorbing, factual content.

You will know them by their fruits

The global network is full of words. Every day, hundreds of millions of characters of new publications reach this unlimited space, many of which are of questionable quality and / or usefulness. When a user searches for information on a given topic, he is interested in specific products or services, he wants to get the one closest to his expectations. The latest research leaves no doubt that today’s internet user does not read the text on the page, but sweeps it with his eyes. A statistical web user stops rather on photos or moving images. At the same time, it is known that the most popular search engine needs content to have criteria for recommendation. On what basis does he choose the optimal ones from among all the texts? Google does not provide a search engine algorithm, but it clearly defines the characteristics of good material that will outclass the content available from competitors:

– the content of the page should respond to the user’s query and / or respond to his purchase needs
– the content should have an educational value
– the text should be fluent, logical and easy to read
– the most important information should be easily identifiable and available at an early stage

A good SEO copywriter is one that “A good pen” can reconcile all of these characteristics. Is able to combine the optimization aspect of content with the lightness expected by the reader, which means that apart from technical knowledge, he will also show imaginative character. However, it should be remembered that in most cases SEO content is not written by specialists in everything. Most of them explore the subject by working on it. The client must be aware that it is great art to write about difficult, often specialized issues in an accessible language that is understandable to the average user. In the vast majority of cases it is he who goes to the page in the search engine.

To understand is to want more

The user who gets to the page with the information sought in a transparent and understandable way will probably stay on it longer. That is why it is worth constructing the content of individual subpages in such a way that it encourages them to move on to the next and become familiar with their content. If the SEO Copywriter is dealing with a field that does not require delving into the ins and outs of professional terminology, the task is simpler. The customer usually does not object to even radical changes in the text layer of the site. It will be a little different when the author is faced with difficult matter, which includes topics related to industries or specialized services. Usually, when there is a proposal to let some air between the lines of a complicated text, i.e. translate it into a less professional language and give it a marketing touch, the resistance on the part of clients is very high. Companies want to maintain the image of a competent, professional enterprise even at the expense of less effective SEO activities. According to people managing company pages, presenting an offer with a less professional language may affect the perception of the company as a serious business partner or supplier of products or services. Meanwhile, as shown by our observations, giving ‘lightness’ to texts on company websites that, after negotiations, allow for changes, brings good results. Customers notice that a user of the internet who is spoken in a more understandable language is beginning to trust them and be more interested in their offer.

There is no positioning without good content. There is no good content without an efficient copywriter, i.e. one that is not only creative but also experienced in the art of creating SEO content. Such an author can write a sample text in such a way that he will convince difficult clients to allow them to change the content of their pages in accordance with the principles of optimization. If our copywriter is able to correctly interpret orders, search for information and complete tasks on time, it means that we’ve got a real treasure.