Behavioral factors – what are they?

Behavioral factors are elements that make your website more visible in SERPs. Specific aspects depend on the specifics of the industry in which we operate and the specific key phrase. According to Paraphrase-Online specialists, the position is influenced by, among others:
– time spent on the site,
– repeatability of inputs,
– number of subpages per session,
– bounce rate,
– CTR of the selected keyword and the entire domain.

It is also worth mentioning that behavioral factors make it possible to distinguish a valuable website for both users and Google robots from a website that is only properly optimized. That’s not all, because behavioral factors are distinguished by resistance to all BHS (Black Hat SEO) practices, which means that the website is more protected against the imposition of special filters by search engines.

The bounce rate shows the exact percentage of visits to the website that resulted in a maximum of one page view. According to Google’s standards, the more time the user spends on the website, the better it is for the internet user.

It cannot be clearly determined whether search engines treat the bounce rate as a priority element, but based on many years of experience and SEO analysis of websites, we can say that it is a very important factor. It will allow us to make sure that the domain meets the expectations of users in terms of attractiveness.

Controversy related to behavioral factors – what does it look like in practice?

There is a lot of controversy around behavioral factors. Google does not take them into account in the first place, because they can be easily manipulated, as the direct competitor of the Mont Blanc giant – Yandex – was painfully convinced. Well, for some time its owners were strongly influenced by CTR from SERPs, which resulted in companies creating or buying thousands of bots entering specific key phrases into the search engine and clicking the appropriate link to generate traffic.

We should also remember that behavioral factors are not always the correct determinant. This is due to the fact that often shorter time spent on the website means a friendly shopping path (e.g. in the e-commerce industry), but when reading a blog, the opposite is true, which would make it difficult for algorithms to recognize the value of a website based solely on behavioral factors.

On-site and off-site behavioral factors – the official factors influencing the ranking of your website on Google

The official factors influencing the ranking of your website on Google are primarily on-site and off-site aspects. The first of them (on-site) are responsible for the interpretation of a specific site by indexing robots. The second (off-site) is not directly related to the site, but thanks to activities within it, they affect the position in SERPs.

On-site factors
– navigation;
– content quality;
– site structure.

On-site factors are primarily aspects influencing the user experience, which is achieved through the use of a given website. In this case, it is worth paying attention to internal linking to facilitate navigation through the site and content, which should bring substantive value to Internet users.

Off-site factors
– external link-bulding,
– mentions of the site or brand on other pages,
– creating sponsored articles with a dofollow link (external link-building element).

Off-site factors are based on external linking with a dofollow link. All sponsored articles and viral content are welcome if they have a specific value and arouse user interest.

Behavioral factors and SEO – summary

Behavioral factors are indirect aspects used to verify the position of a selected domain in SERPs. Google takes note of them, but they are not prioritized in terms of SEO. If we were to define one behavioral coefficient analyzed by Google – it would be the CTR. Its size is analyzed on a case-by-case basis and very often compared with other sites with a similar position in SERPs.

Who is the Head of SEO?

As already mentioned, Head of SEO is the head of the entire SEO department and manages its tasks. He directly supervises SEO activities of specialists working in other positions, such as SEO Web Developer, SEO Copywriter or SXO Specialist (SEO and UX). It assigns specific tasks to individual people and verifies the effects of their work.

The Head of SEO is responsible for preparing the strategy of his department, and additionally develops quarterly and annual goals to be achieved. He is a leader and is involved in work on several different levels: strategic, operational and tactical. Often a person in such a position is responsible for providing training for employees belonging to the team or providing valuable tips. He makes sure that the actions taken are in line with the business goals and requirements of specific clients. Although Head of SEO is primarily associated with marketing agencies, it is also more and more often employed in many other companies, in their internal marketing department.

Head of SEO Responsibilities

A person who works as the Head of SEO plans and enforces the activities entrusted to employees of the SEO department on a daily basis. He is also responsible for the preparation of specifications and guidelines for content optimization, and analyzes their effectiveness. In the case of this type of position, cooperation is very important, not only with people working in the same department, but often also with other teams of the company.

The Head of SEO constantly monitors the results and, if necessary, implements initiatives to improve them. It happens that he regularly meets or otherwise contacts the company’s clients to discuss the details of the strategy or introduce modifications. This person sometimes conducts A / B analyzes and tests, monitors competitors’ activities, and also tracks trends in the SEO industry.

Head of SEO – competences

The basic competences that a Head of SEO should have are of course directly related to the knowledge and skills necessary in the SEO industry. Therefore, it is important to know SEO, website optimization, link building and copywriting. In addition, experience with various types of tools such as Senuto, Google Analytics, Screaming Frog, Semstorm, etc. is required, as well as tracking changes in Google algorithms and new trends in search engines. Usually, potential candidates for this type of position also require knowledge in the field of website construction and coding languages, such as HTML, CSS or JavaScript.

Due to the scope of duties, a person working as the Head of SEO must have no problems managing the work of his team and assigning appropriate tasks to its individual members. The ability to plan and implement SEO projects, employee management and enforcement plays an important role here. In the work of Head of SEO, the following is also very useful:
– resistance to stress,
– meticulousness,
– ability to manage customer relations.

When browsing advertisements, there is usually information that the candidates are required to have a minimum of several years of experience in the field of SEO. Usually, there is no mention of a specific education and the related title. Good knowledge of all its aspects plays an important role in the SEO industry.

How much does Head of SEO earn?

It is difficult to precisely define the earnings of Head of SEO, because, as in the case of other positions in this industry, a lot depends on the length of service, specific scope of duties, and even the city. Most often, the salary is much more than 2-3 thousand dollars. Average earnings are $ 5,000-10,000, although there are also people earning over $ 20,000. According to the data, SEO specialists from such cities as New York, London or Manila can count on the highest salaries.

How to become the Head of SEO?

Since Head of SEO must have at least several years of industry experience to take up this type of position, you usually have to be patient. Most often in this profession are people who started their adventure with SEO as lower-level employees, for example SEO Copywriter, Junior Specialist or SEO Specialist. Gradually, they gained new important skills and competences, broadening their knowledge in the field of website optimization. In our company that created the paraphrase tool, we also have a Head of SEO.

There is no doubt that Head of SEO knows the industry and the current trends, as well as the available tools, very well. Analytical skills and appropriate risk assessment during the implementation of subsequent actions and changes also play an important role. A person holding this type of position must know what strategy to take together with the entire team in order to bring the expected results. Moreover, communication skills are of great importance to employers. Head of SEO knows how to communicate with his co-workers, people from other departments of the company, as well as with the clients themselves.

In order to get a chance for promotion and take such a position, it is worth focusing on your own development. Various types of courses and training, not only in the field of SEO, but also in employee management, often prove to be very helpful. You should not be discouraged by failures or problems as they occur at every career level. Head of SEO is an experienced person for whom the SEO industry does not hide secrets. It should also support the entire team that it supervises. Good organizational and time management skills are something that will certainly facilitate the performance of daily duties. Often in job advertisements there are references to the fact that experience in, for example, team management is only welcome. Nevertheless, such a skill certainly increases a candidate’s chances of obtaining a dream position and it is worth remembering.

The SEO industry has changed significantly in recent years. In the past, process automation played a more important role, now everything is focused on the skills and knowledge of employees. Head of SEO is a responsible, but also very interesting position for people who are not afraid of challenges and still want to improve their qualifications.

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 curiosity.

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.

How to advertise a fishing shop on the internet?

First things first: regardless of whether your fishing store operates only in the Internet space or also in the stationary field, you need a promotion on the Web. Why? The answer to this question is very simple: this is where your customers are. It is on Google that they look for information both about stationary points in their area, where they can buy a new rod or groundbait, and about e-stores selling such goods.

That is why advertising an online fishing store is a good solution if you want to:
– increase awareness of your brand among the target group,
– increase the visibility of the website,
– take care of more traffic on the website,
– raise the level of conversion and improve sales results,
– create and strengthen the brand image.

On the web you have access to a very wide range of promotion tools – from those in the area of SEO, through Google Ads campaigns, to actions that you can take in the field of social media. Let’s take a closer look at all of these solutions.

SEO for the tackle shop

SEO activities are the first to be undertaken in the context of promoting a tackle shop. Why? Because this good positioning will allow you to appear in the first lists of search results for keywords related to your business. This is a key issue because Google is where the lion’s share of fishing enthusiasts start their shopping.

You have to remember that this is a very diverse audience. On the one hand, they will be beginners looking for basic equipment and enter very general terms, such as “spinning rod” or “cheap fishing shop”. On the other hand, they are experienced enthusiasts of this form of activity, whose purchases will be more specific. They will look for, for example, specific reels, fishing rods, hooks or advanced sonars that will allow them to map the bottom of the fishery. Therefore, your SEO activities must be able to reach such a wide audience.

A good solution is to invest in long-tail positioning, i.e. a wide range of terms and phrases related to the area of your business. Why is this a good way out? There are several reasons. First of all, you can significantly increase the ranges thanks to this. Secondly, it will be easier for you to break through the competition, which is quite large in the fishing industry. Thirdly, an investment in SEO activities carried out with this method may bring a better level of return.

Remember that the tackle shop SEO campaign is not based on random keyword selection and promotion planning. If you implement it in consultation with experts, you can count on:
– in-depth analysis of keywords – both those for which your store is currently searched and those important in the fishing industry. Specialists will look at their potential and help match them to the goals set,
– clear definition of the purposes for which the advertisement of the fishing tackle shop will be carried out – both short-term and long-term,
– SEO audit, i.e. analyzing how your website is adapted to positioning activities.

It is worth remembering that in order for SEO campaigns to be successful, it is necessary to optimize the content on the website – incl. creating substantively valuable and at the same time appropriately saturated texts with appropriate keywords, with headings, as well as the development of metadata. This, of course, is not all, because a Google algorithm-friendly website should also be responsive or error-free – all this is important for the effects of positioning.

What are the advantages of SEO?

Positioning of a tackle shop, provided that it is carried out in a thoughtful and planned manner, will bring long-term benefits for the company. It will help build large ranges and strengthen the brand image. In addition, the positioning process will create valuable texts that will also allow you to achieve persuasive effects.

It is worth emphasizing, however, that SEO activities require a long wait for results – you have to be patient for at least a few months. Also remember that although in theory you can perform positioning and optimization yourself, a much better solution is to use the support of specialists. It’s easy for you to make a mistake that will not make the invested funds well spent.

Paid ad for a tackle shop on Google

The SEO of a fishing tackle shop brings long-term results, but you have to wait just as long for them. But what if you want to achieve faster results, e.g. run a quick campaign aimed at selling specific products – just in connection with the beginning of the season for a given species of fish? This is one of the situations when you should focus on the Google Ads promotion system.

Of course, saying that Google Ads only helps with short-term campaigns is a simplification, because the set of tools provided by the Mountain View giant is very wide. By using them, you can effectively reach a very wide audience – both in search results and on external portals.

When it comes to advertising a tackle shop, consider using both of these channels.

Search engine advertising

Fishing enthusiasts who are interested in buying good quality equipment direct their first steps to Google, both when they want to get general information about certain products and when they plan to buy specific accessories. In order to reach them quickly and increase your reach, it is worth investing in sponsored links. This form of advertising will make the link to your tackle shop appear above the organic search results after the recipient enters a keyword related to the offered assortment. The first position increases the likelihood that a potential customer will visit your website and take advantage of the offer.

PLA advertising – Product Listing Ads increases the conversion potential even more. This solution is intended mainly for the e-commerce industry. It is based on the fact that the search engine above and next to the standard search results displays specific product offers related to what has been entered in Google. For example, if the recipient uses the keyword “fishing reel”, a photo of the product offered by your store may appear next to the search results, along with the price and name of the store. There is a chance that the recipient will click on such an offer and make a purchase or at least be interested in your offer.

Google Display Network – advertising of a fishing tackle shop on external websites

Of course, these are advertising banners displayed on portals visited by your recipient. This is an extremely effective form of promotion, especially when targeting people to whom messages are displayed is based on the analysis of cookies in their browser. This is how remarketing. It is a strategy that involves showing product ads to people who have visited a given online store. For example, a customer looked into your e-shop, viewed specific products, e.g. landing nets, but did not complete the purchase – abandoning the basket. This is a very common occurrence. Nevertheless, you can attract some of these audiences back to your store – remarketing ads serve this purpose. Recipients will see banners with specifically viewed products and, for example, with an offer of a few percent discount.

Advertising of a fishing tackle shop on Facebook – is it worth it?

Advertising on Google brings many benefits – from quick translation into website traffic, to the ability to precisely monitor the results of the campaign and how effectively the budget has been used. Facebook ads operate on a similar basis.

Is this the right medium to advertise your tackle shop? Absolutely! On this portal you will find many recipients interested in your products – both young and old. With them in mind:
– run an attractive fanpage that will be combined with content marketing activities on your website (e.g. with a company blog) – it will help you build organic reach,
– promote your solutions using a wide range of tools – from sponsored posts, through advertising banners, to sales tools,
– think about automating communication with recipients by using a chatbot.

The tackle shop can also be promoted on other social media. Pinterest can be a good solution – it is a place eagerly visited by hobbyists.

To sum up, an effective advertisement for a fishing tackle shop on the Internet is one that is based on a coherent and precise strategy, clearly defined goals and carefully selected tools – both in the area of SEO and marketing. If you want to be sure that it will go according to your expectations, use the support of a digital agency. Thanks to this, you will be sure that the money invested in campaigns is well spent and you will see the expected results.

He can listen to natural language, respond to inquiries, independently, make decisions, stay awake around the clock. Replace a salesman, director, accountant and even a policeman. Artificial intelligence can be used on many levels. How to use it in practice?

How to explain to people who do not follow news from the world of technology on a regular basis the scale of progress made in the field of artificial intelligence?

Ignazio Zubek: Let’s start with the fact that the history of artificial intelligence is much longer than the last 5-6 years, during which we actually hear much more about its use. In the past, artificial intelligence has faced serious barriers. Only ten years ago, such a big barrier was the technological one, related to the limitation of the amount of data that can be processed. Machine learning models are as smart as the data we provide them, which affects the effectiveness of AI. What has happened in the last ten years is, above all, the dynamic growth of the available computing power. For example, GPU systems are used, which are commonly used in processing computer graphics, or, recently, for “mining” cryptocurrencies.

Therefore, artificial intelligence can do much more than just a few years ago?

Yes. Artificial intelligence can do more today, it is more accessible, more advanced. There are very large computational possibilities. Barriers related to the possibility of building deep neural networks or processing large amounts of data have largely disappeared. The largest neural networks learn data in terabytes. This is amazing progress.

Does artificial intelligence already resemble human?

We are at the moment when it can be described as getting “smarter”. He can imitate people better and better, he understands us more and more. But that doesn’t mean, of course, that we’re out there in science fiction scenarios. Artificial intelligence cannot answer every question. Only that does not mean that there has not been gigantic progress in this area. It’s worth checking out www.Paraphrase-Online.com, it’s a text paraphrase tool that works on the basis of artificial intelligence and it does it very well!

How to use artificial intelligence in practice?

The use of artificial intelligence is very wide. One of the essential aspects where it helps is communication. Research shows that consumers who use internet services often have a problem to find information on the website, product or answer to a question. Many customers choose services that allow you to quickly ask a question and get an answer just as quickly. Artificial intelligence is irreplaceable here.

Any examples?

For example, mobile applications in electronic banking or shopping applications. More and more banks and shops are choosing to use natural language recognition technology. This has its reasons. The number of functions and products that we can put “on top” in such a mobile application to make it friendly, in line with trends, is simply limited. Artificial intelligence in this case actually bypasses the barrier related to the graphical user interface.

And customers like talking to robots?

I think sometimes we don’t even realize now that somewhere when we connect with the support department, we are actually talking to an artificial mind. But even if the use of robots is not profound, but only serves to gather information quickly, that’s fine too. It helps entrepreneurs, employees and clients. And, importantly, it is available 24 hours a day. Whoever uses the services of banks, telecommunications and energy companies has repeatedly found out about the convenience of this round-the-clock readiness.

And what does the Grossberg Group offer its customers in this respect?

We provide solutions that allow you to build a “tailor-made” robot, tailored to your needs as much as possible. Our software allows you to build – whether on your own or with our help – a bot that, firstly, implements a client-defined scenario of activities and secondly, they understand the consumer’s intentions, thanks to the natural language we use when we write or speak.

Tell me more about this technology.

Our tools are based on natural language. So I can write a sentence like “I would like to send a transfer”. And using the Natural Language Processing procedures as one of the artificial intelligence techniques, the bot will recognize individual parts of speech, sentences to catch what may be the object of interest, i.e. making a transfer.

Artificial intelligence can not only listen and understand, but most of all analyze. So it can become the guardian of our interests. How?

Tools created by Grossberg Group that use artificial intelligence are actually great at detecting threats. They can detect unknown patterns in behavior. This is the case for detecting card, payment and invoice fraud. It is about situations in which we receive different invoices that really relate to one product, service, aspect. Without our solutions, there is a risk of paying such an invoice twice. Ordinary systems don’t recognize this.

And here lies the greatest strength of artificial intelligence. It replaces the human.

Of course. After all, there are companies where one employee processes several hundred payments a day. It would be difficult for him to “manually” verify such cases.

What else can your tools detect?

In a very large foreign enterprise, we detected wages paid to employees who had not been employed there for a long time. Artificial intelligence can also work great inside the company. In our experience, similar problems have been exacerbated by the pandemic. The issue of holidays, benefits, subsidies. There are many irregularities here that our artificial intelligence can detect.

Is artificial intelligence a good worker?

Dreamed! Artificial intelligence ensures high availability. He doesn’t have to take time off, take coffee breaks, or go into quarantine. It allows you to personalize your communication. And depending on what we know about the client, the more effectively we can communicate with him, because the needs will differ. Artificial intelligence can learn all this: what my client is interested in, what he watched. Our tools can not only suggest what decisions to make, but also make them on their own. Send a dedicated offer, propose a product, a discount. The greatest value of artificial intelligence comes from the fact that it can act alone, work for us.

Are there any areas where artificial intelligence should be used with caution?

Ethical issues are very important. AI tools used in medicine are not yet perfect enough to be used without human supervision. Artificial intelligence makes decisions based on data, and a data error can be dangerous in this case. The same goes for the judiciary, insurance, all social matters. Artificial intelligence, even with good intentions, can be misused. For example, due to incorrect or incomplete data.

The Grossberg Group acts ethically in this respect. How?

The responsibility of companies like ours is that customers have the opportunity to see how this AI works, what exactly it does with the data, and how it uses it. A comprehensive system built on artificial intelligence must provide the ability to verify that everything is functioning properly.

ClickMeeting

– up to 4 presenters
– up to 10 hours of recordings
– 30-day trial period

ClickMeeting is a webinar platform that is currently breaking records of popularity. Certainly, its great advantage is that the entire tool is easy to use for both presenters and participants. However, if you’re going to run an international webinar, that’s fine too, because ClickMeeting supports 7 languages, including English of course. In addition, there is a moderated chat that can be automatically translated into one of the 52 available languages.

What other useful functions does ClickMeeting have?

The tool has such useful features as an on-demand webinar and an automated webinar. The first of them allows you to share previously recorded seminars in the pay per view model, i.e. recipients can watch the webinar immediately after paying for access. The second option is to create a seminar where many things can be set up automatically in advance. All you have to do is upload the recording and on a special timeline add at which point the poll, CTA button or other available elements should appear on the participants’ screen.

In this program you have all the basic functions needed to conduct a webinar – the ability to share your screen, conduct a presentation, record a speech or conduct live surveys. In addition, ClickMeeting also has a board where you can create diagrams and notes for participants. Importantly, the tool has the option to organize paid webinars for which participants can pay via PayPal. So if you want to host an online seminar not only for lead gathering, but also for direct monetization, this is one of the best webinar software you will find.

The most important information at a glance:
– the ability to personalize the webinar, profile page and thank you page (own logo, colors, etc.),
– integration with other tools (including Facebook, LinkedIn, Twitter, YouTube, Google Tag Manager, Google Analytics, Facebook Pixel, HubSpot, PayPal),
– the ability to record and store a webinar,
– option to create a CTA button that will take you to the offer page,
– an option to buy an addition to the package (sub-accounts for employees, more space for recordings, space for additional participants and presenters).

Zoom

– free plan for up to 100 participants (maximum 40 minutes of the webinar)
– up to 1 GB of recordings

We have recently associated zoom mainly with remote learning, but it also has a rich plan for webinar creators. Its big advantage is that it has a permanent free version – but you have to remember that you can then create webinars of up to 40 minutes. Also in this program you can conduct paid webinars and store seminars in pay per view format, and additionally integrate it with EventBrite – the ticketing and registration management tool. A useful option, but only available in more expensive packages, is the ability to create your own URL, including your brand name. In addition, you can also use Zoom to track source URLs and see where attendees are signing up for the webinar from.

What other useful functions does Zoom have?

When it comes to features for presenters, Zoom has similar options to ClickMeeting, i.e. presentation mode and drawing board, plus chat (private and group) and Q&A panel. What is not in the first program is the audience attention indicator. Thanks to this function, you can control which participants are the most engaged and how many of them are looking at what you present at any given moment. A nice and visually interesting addition is the virtual raise hand button for participants. This way you can see the questions when they are presented and you can answer them on the fly.

In Zoom, you also have the option of personalizing the webinar itself and the registration form. The platform also allows you to send e-mails to the subscribers with reminders about the upcoming seminar – you can also tweak them with your colors or logo. You can also instantly integrate Zoom with Facebook and YouTube to broadcast there as well, and with your CRM to collect leads. One thing to fault this platform is its few webinar automation options and marketing tools, but it’s still a good option for people getting started with online video.

The most important information at a glance:
– payment for participation in the webinar via PayPal or by credit card,
– e-mail reminders about the webinar,
– integration with Facebook and YouTube,
– own url,
– the ability to store webinars in the cloud,
– the ability to track the source of the conversion.

MyOwnConference

– up to 10 presenters
– up to 100 GB of recordings
– free plan for up to 20 participants (maximum 20 minutes of the webinar)

MyOwnConference is a cool tool for you if you only want to use webinars to collect leads, as it doesn’t have the option of organizing paid events. Similarly to Zoom, it has a free plan for an indefinite period, under which you can organize webinars for 20 participants with three presenters at the same time. The entire platform is available, so it’s a good choice if you are concerned that your participants may not know English well.

What other useful functions does MyOwnConference have

In MyOwnConference, you can make slideshows, movies and files in various formats and share your screen to show something live. Here, too, you have the option of adding a CTA to the webinar, i.e. a button that will take participants directly to your offer page. You also have a moderated chat at your disposal and you can block trolls that are interrupting your speech. The good functionality is that participants can send messages directly to you, not in a group chat – you immediately catch direct contact with those who are most interested. What else? Live tests and surveys are something you can definitely use.

Thanks to this tool, you can also create webinars in your own colors and under your logo, and send equally well-branded invitations to participants. You can record and store your speeches in the cloud, with 100 GB in the paid package and 500 Mb in the free package. You can easily create a landing page for your event in this tool and organize regular webinars.

The most important information at a glance:
– the ability to send invitations,
– the option to create a landing page,
– CTA in the webinar,
– private messages to the presenter,
– creating recurring webinars, – integration with Google Analytics.

GoToWebinar

This platform focuses on slightly different features than the ones we mentioned earlier. There is no special presentation mode in it, so data can only be displayed on the basis of screen sharing. There is also no drawing board, though you can make on-screen notes when showing files. However, it is possible to introduce a custom registration form. What does it give you? You can get a lot more information about your participants by adding your own questions. You can also create paid webinars (paid in dollars only) and create certificates for attendees.

What other useful functions does GoToWebinar have?

When it comes to presenting opportunities, the audience attention indicator is a good addition. Thanks to this tool, you can check even how many percent of people are currently looking at your screen or which participants are the most involved (there is an option to raise a hand virtually). In addition, you also have a chat and a Q&A panel at the webinar, and you can quickly conduct a survey among participants during your speech. The add-on that can be very useful to you are automatic transcripts that you can download after the recording is finished. An option not available on other platforms is the ability to provide participants with downloads.

GoToWebinar has perhaps the most personalization options out of the tools mentioned. You can not only add your colors and logos here, but also set the number and time of sending e-mails with webinar reminders and thank you for participation. The tool will also allow you to track the source from which the most entries for the webinar are coming from, share the recording after the webinar ends and change the URL to your own.

The most important information at a glance:
– the ability to add questions to the registration form,
– integration with CRM,
– number of emails with reminders to choose from,
– conversion source tracking, – audience attention indicator,
– paid webinars,
– certificates for recipients, in order to participate in the webinar, you must have the application downloaded,
– automatic transcriptions.

GetResponse

– up to 3 presenters
– up to 20 hours for recordings

This name is most associated with the newsletter tool, and rightly so. Initially, the platform was only used to create them, but over time the company expanded its offer to organize webinars. Thanks to this, buying a webinar package here is a good deal for people who already use GetResponse for e-mailing and have a contact base built there. In this tool, you can send e-mail invitations using one of the many templates available. You also get the option to create landing pages and configure the autoresponder.

What other useful functions does GetResponse have?

What has GetResponse prepared for the presenters? There are interactive whiteboard, screen sharing, presentation mode and the ability to play videos during the webinar. There is also a CTA that you can use to direct your audience to the offer page. Of course, there is also a chat for participants in this tool. You can integrate your webinar with Facebook and YouTube, so your audience can also find you on platforms that they know well.

GetResponse has a paid webinar option, however these are only available in more expensive packages. An interesting option, however, are automatic webinars that users can play in return for leaving you with their e-mail address. Also here you can personalize the webinar URL and record the speeches to share them later as well. The thing to be aware of is that package prices are not fixed – they increase as your audience list grows.

The most important information at a glance:
– e-mails with invitations – many templates,
– the ability to create landing pages,
– integration with Facebook pixel,
– URL adaptation,
– integration with Facebook and YouTube,
– automatic webinars available by e-mail,
– integration with the newsletter database, if we have an account there,
– paid webinars only in more expensive packages,
– the price increases with the number of participants.

AnyMeeting

– up to 12 presenters
– 30-day trial period

AnyMeeting is a platform designed mainly for small webinars – the maximum number of participants here is 1000, which is a big difference compared to other tools where the limits are tens of thousands. Here, too, a chat is available for participants, both public and private. However, you can completely remove chat on your speech so that nothing distracts your audience. AnyMeeting allows you to personalize your webinar, including sending invitations tailored to your needs.

What other useful functions does AnyMeeting have?

As for the basic functions for the presenter, here you can share the screen, show presentations, movies and pdf files and block participants who do not follow the meeting rules. You have the Q&A panel and engagement statistics at your disposal all the time. You can conduct real-time surveys and of course record your webinar for later use.

AnyMeeting also offers an interesting option for presenters who work together remotely. The package of this tool includes the so-called green room, i.e. a room for leaders. It is available one hour before the scheduled webinar so that presenters can discuss their speech together in private conditions. In addition, the website also offers e-mail reminders about webinars and personalized forms for participants. The only thing you need to remember is that the website does not allow broadcasting from mobile devices.

The most important information at a glance:
– personalized invitations,
– real-time polls and emoticon reactions,
– public and private chat for participants (possibility of removing it),
– the ability to send presentations, pdf and mp4 files,
– custom forms and registration pages,
– green room for lecturers, – e-mail reminders about the webinar,
– cannot broadcast from mobile devices.

WebinarJam

– up to 6 presenters
– up to 4 hours of webinar

This platform offers an interesting solution when it comes to landing page for registration – here you can choose two templates from those provided by the tool and test which one is more effective. If you want to create webinars on a regular basis, you will love the option to permanently book one room. Then the same link leads to each presentation, so participants will easily find you. In addition, WebinarJam offers reminders not only in the e-mail version, but also via SMS. One of the most interesting solutions of this tool, however, is the so-called panic button. If you have technical problems during the webinar, you can move all presenters and participants to a new working room with one click.

What other useful functions does WebinarJam have?

The lecturers also have a lot of possibilities here. The package includes standard options such as screen sharing, chat or presentation mode, but also the ability to take notes on presentations, create polls and polls, and enter clickable offers to your products during the webinar. You can conduct your seminar here both from the computer and the telephone, so you can broadcast without any problems, wherever you are.

In WebinarJam you will also find a separate room for the technical person, i.e. the control center. Thanks to this, you do not have to deal with everything yourself during the presentation – you can ask someone to moderate the chat, share surveys and offers at appropriate times, or track statistics. The platform also gives you the option to create paid webinars for which participants pay via PayPal or credit card.

The most important information at a glance:
– automatic recording of the webinar and the ability to set the times of repetitions,
– the option of booking a dedicated room – always the same link,
– you can change the status of any participant to presenter at any time,
– possibility to test two landing pages,
– e-mail and SMS reminders,
– e-mails after the webinar tailored to the user – depending on whether he stayed until the end or left earlier,
– the ability to create clickable offers that will appear at a given moment of the webinar,
– panic button,
– control center – a separate room for a technical person,
– paid webinars (credit card or PayPal).

Livestorm

– free plan with no time limits (20 minutes of webinar, up to 10 participants)
– possibility of paying extra for an additional presenter
– up to 4 hours for a webinar

Livestorm is another platform that is available, so it is easy to use even for participants without knowledge of English. Here you can create paid webinars and pay per view recordings. In addition, Livestorm offers a registration form that you can embed on your website, and an option to track which sources are generating the most registrations.

What other useful functions does Livestorm have?

The platform allows you to share your screen, conduct presentations, and enter CTAs into your webinar. Of course, there is also a live chat and the option to record your speech. You can also integrate a webinar with CRM to conveniently collect leads. If you like to be in touch with your audience, you will also be pleased to invite any participants to speak – with no limit to the number of participants.

Also in Livestorm you have the option of personalizing the registration form and the webinar itself – you add your colors and logo so that everything matches the company’s visual identity. The platform also allows you to plan repetitions of your speech – you can show it any number of times. The option of exporting all statistics to pdf is also convenient here – it will be useful if you want to print them, show them to your superiors or send them to the client.

The most important information at a glance:
– personalization of the registration page,
– unlimited number of repetitions of the recorded webinar,
– inviting participants to speak,
– possibility of introducing CTA,
– the ability to embed the registration form on your website,
– on-demand webinars,
– paid webinars,
– automated webinars,
– analysis, statistics, tracking the source of registration,
– the ability to export statistics to pdf.

WebinarNinja

– up to 10 additional presenters
– up to 8 hours for a webinar
– 14-day trial period

WebinarNinja allows you to create paid online seminars and on-demand webinars, as well as hybrid versions. What does it mean? You can record part of the speech in advance, and live only parts of it – for example, those that involve interaction with participants. Before starting the recording, you can also create offers targeting your products and plan when they should appear on the audience’s screens.

What other useful functions does WebinarNinja have?

Presentations, chat, polls, screen sharing – all of these basic options are also found in WebinarNinja. You can also change the registration and thank you pages according to your needs, including adding additional questions to the forms. The tool also allows you to change the meeting URL to your own – to refer to your brand.

The platform allows you not only to plan reruns of the webinar, but also to upload the recording to the webinar search engine – thanks to this, even more people can find you. An interesting option is also the ability to export data from the system, including even the participants’ chat recording.

The most important information at a glance:
– on-demand webinars,
– paid webinars,
– hybrid webinars – recording with the host,
– the ability to create offers in advance and make them available to participants by clicking or at a scheduled time,
– integration with CRM,
– data export (including chat),
– personalized url,
– the ability to add a webinar to the webinar search engine.

Of course, there are many more webinar tools on the market. They differ in interface, additional options and prices. For the purposes of this list, we chose those that together create a cross-section – from very simple ones, intended for people who are just starting to run webinars, to professional ones, providing many marketing options.

The e-commerce industry is developing dynamically, and the number of people who decide to buy online is growing every year, and the pandemic has only accelerated this process. Clothing and accessories are among the goods that we buy most often on the Web. This is good news for you, but you also need to remember that along with the demand to buy outfits online, so does the supply. That is why it is so important – apart from an interesting, unique offer, good prices or well-thought-out brand building – an effective advertisement for an online store with clothes.

Advertising of an online clothes store – what does it consist of?

The world of on-line advertising is extremely vast. That is why there is a lot of tools waiting for you with which you can promote yourself. What can you choose from? The key solutions are:

… And therefore advertising conducted mainly in the Internet search engine. If you are not on Google, you do not exist. If you want to increase your reach quickly, you can invest in advertising on this site. Its key aspect is the so-called sponsored links, i.e. those displayed to recipients above the organic search results, at the very top of the page.

But that’s not all. The Google advertising platform also gives you the possibility of conducting campaigns on external portals – a link to your website will appear there in the form of a clickable banner.
A hellishly effective form of advertising clothes is also Google Shopping – a tool that gives you the opportunity to run product campaigns directly on the search engine page. When the customer enters the name of the product you have in your assortment, your store’s offer – with a photo of the product – will be displayed directly to him, along with the price. It therefore increases the likelihood of conversion.

Advertising of the online store with clothes in social media

Fashion is a topic that arouses wide interest among Internet users. That is why it is worth reaching them, for example, through promotion on Facebook or Instagram. First of all, use the basic and free promotion tools – run your store profiles in key social media and present interesting styles there. You can also actively contribute to groups related to fashion topics. This way, you will increase your organic ranges step by step.

Paid advertising tools offer equally many interesting options – in social media, just like in Google, you can precisely define the target audience and the purpose of advertising. Regardless of whether you want to increase the visibility and awareness of your brand, or support a specific promotional campaign and increase conversion – you can choose the form of communication that will bring the best results – e.g. remarketing.

Content marketing

Content marketing will work especially in the context of image advertising and website positioning, but also as a supplement to other promotional channels. For example, by running a blog on your e-shop’s website, you can present your own valuable content on social media profiles, and at the same time support long-tail positioning. But that’s not all. It is also worth remembering about sponsored articles – posted on fashion portals will allow you not only to build valuable links with references to your e-store, but also increase the visibility of your offer.

SEO

Activities related to increasing “organic” visibility in search engines are a complement to classic advertising campaigns and one of the key elements of effective e-store promotion on the Web. In this context, it is worth taking care of the optimization of the online store for search engines – i.e. supplement it with valuable descriptions of categories, subcategories and, if possible, the products themselves, or build a strong link profile and optimize images.

Effective advertising of an online clothes store, i.e. what?

Just learning about the tools with which you can promote yourself on the Web is only the first step towards making your online clothing store advertising a real success. It is important both where and how you run the campaign.

It is worth remembering that:

Clearly define the target group to which the advertising message will be directed. It will depend on what clothes you offer – e.g. women’s or men’s, youth-style or rather business-style. It is worth outlining specific customer personas so as to personalize the messages prepared for them.

Clearly define the purpose of the conducted advertising campaign – the ultimate one is, of course, the improvement of sales results, but … the marketing funnel is much longer. Therefore, image-building campaigns that build brand awareness or aimed at acquiring leads also work well – e.g. in order to be able to run a mailing campaign later.

Configure ads correctly – although advertising panels on Google or Facebook seem quite easy to use, in fact an inexperienced user may set the campaign parameters incorrectly, and as a result – waste the communication potential. The subsequent optimization of the campaign is extremely important in order to invest money as effectively as possible.

Observe the results of ongoing promotional activities on an ongoing basis – monitoring with the use of analytical tools will allow for possible corrections or drawing conclusions for the next campaign.

This article, of course, only generally answers your question about the preferred forms of advertising for an online clothes store. However, take a look around our blog – you will find here a lot of inspiration and knowledge on various areas of marketing that will allow you to make an informed decision.

In what order should the information be arranged? – is one of the most common questions about writing expert articles. There are many answers. Unfortunately, none of them will ever be the only right one. Because what we want to say affects how we arrange the content.

For example, the rule of the inverted pyramid (consisting of the fact that we start with the most important information and end with irrelevant details) will work in the news, but it is unlikely to be useful in the scientific text in which the most important conclusions are drawn at the end.

In the “Writing about knowledge” series I stick to the assumption that an expert article resembles a lesson. Therefore, knowledge should not only be clearly laid out, but also easier to remember. If so, it is good to know a rule governing memory that can affect both the structure of a good lesson and a successful expert article.

What effect on remembering takes place in a row

Almost 150 years ago, psychologist Hermann Ebbinghaus began researching memory. He created over 2,000 meaningless syllables (such as RUL or HAL) and created lists of them, consisting of 7-36 elements. Then he memorized each list by heart and wrote down how many times he had to repeat the syllables to flawlessly recreate the whole.

He came to the conclusion that it is easier to remember the items beginning and ending the list than those inside.

For example, if the list contains 9 words, a person will remember on average 70% of the first three words, 40% of the three middle and 60% of the last three words.

But the order of reminding will be the reverse. Now, if someone would give you a list of vocabulary to teach, and then ask you to say or write down the words you recall, you would probably be the first to think of the words at the end of the list. It’s an effect of freshness. Then you recall the words that appeared at the beginning. This is a priority effect.

Why does the place in the row affect the ability to remember? There are many explanations.

We devote more attention to what is at the beginning, and therefore there is a greater chance that we will repeat this information and transfer it to long-term memory. However, the last words for a moment after reading the content remain in short-term memory and can be quickly extracted from there.

Please note that what is at the beginning and at the end is not remembered the same. The difference is in how you remember. The priority effect benefits from the benefits of long-term memory, while the effect of freshness – short-term.

Conclusions for writers?

What will appear at the beginning of the text has a chance to be saved permanently in the memory of the reader, while what at the end may briefly, but strongly, influence him. The effect of freshness appears just after reading the content and does not last long.

It’s good to start the expert text with the most difficult issues and end with an effective punch line or emotional appeal.

How to start with what is most important

Suppose you are writing a text about motivation. To emphasize the main thought, you can start e.g.

Motivation consists of two feelings. First of all: the belief that what you are going to do is useful. Second: faith that you can do the job.

Specialists from the Nielsen Norman Group, an organization that has been dealing with user experience for over 20 years, advise you to start the online text with a summary of the most important information.

Articles on nngroup.com are preceded by a short paragraph, announced by the word highlighted in red. An example summary reads, e.g .:

Users expect the “About Us” page to be transparent, authentic and understandable. They compare its content with the opinions of clients to create a full opinion about the company before proposing business cooperation or applying for a job.

Even if you fail to formulate the lid in this way, you still have the chance to take advantage of the priority effect. Why? Because the most important beginning for the reader is not the beginning.

The authors of one study divided the articles into 5 parts and checked in which of them the focus is on the most. In the case of articles considered later useful, the participants devoted the most attention not to the exact beginning of the text (0-20% of the content), but to the next part (20-40%).

Readers expect to find the most useful content here. To convince the reader to read, it is necessary to get to the point as soon as possible (but not immediately), and not just to tempt and encourage.

The beginning influences which pattern is arranged in the mind of the recipient, and therefore what he will expect. So, if the beginning of the article is not very substantial, the reader will be afraid that the rest will also not meet his expectations.

In the article you are reading now, I devoted the beginning of the text to research because, in my opinion, they are the most difficult part of it, and they are also supposed to convince the reader that the text is reliable.

The priority effect applies not only to the beginning of the entire text, but also to specific paragraphs or sentences.

In one study, each of the two groups received one sentence about Steve’s traits. The features were the same in both cases, but in a different order. How would you rate Steve if you found out he was “smart, urgent, critical, impulsive and jealous,” and how would you know that he was “jealous, impulsive, critical, urgent and smart”?

Does he seem more sympathetic after reading the first sentence, and more antipathetic after reading the second? Although the results of this study are more complex, one of the experiments proves the existence of a priority effect, resulting from the place of the word in the sentence.

How to manage the rest of the text

We’ve established that we start with what is most important and the most difficult. And what about the part that most often escapes memory, i.e. the middle of the text?

After what is important and difficult, go to what is simple and less new (in this article this is the part you are reading now). Then a cutscene may appear, e.g. a movie, an image.

Remember to always place captions under the pictures in the expert text. Many studies confirm that we read them several times more often than the main text. In addition, which is unique in online reading, we read them carefully, and some even start reading from the signatures.

As you approach the end of the article, you can take advantage of the freshness effect and move on to more difficult information (in this article it is a part about interlacing). It is best to close the expert text with a summary. I ended the article with bullets, but if you want to suggest something more original to the reader, you can, for example, draw a mind map.

Of course, you will not always be able to arrange the information in this way. Anyway, the division into easy and difficult is a subjective matter. An easy-to-follow passage does not have to be such in the reader’s eyes.

Fortunately, you don’t always have to act in line with the row effect. You can also … work around it. To do this, you need to know its limitations.

When the effect of a place in a row loses meaning

The priority effect is less pronounced when the individual elements are presented to the reader quickly. So it may not occur when you scan quickly. We also feel it less when the text is long.

Limited effect also has a freshness effect. If something distracts the reader’s attention right after reading it, this effect may not appear at all.

Unfortunately, the priority effect also makes it difficult to remember later messages. This is because we reject information that is not consistent with the information presented previously.

In other words, if the recipient accepts the first message, he will reject the next ones that contradict him. He finds it unreliable. So if you want to present different points of view, announce it early enough. So I did in this article:

There are many answers. Unfortunately, none of them will ever be the only right one. Because what we want to say affects how we arrange the content.

Above all, however, the effect of place in a row occurs most often when information is not varied. So, to get around it, you need to take care of diversity.

Why interleaving helps to understand

The creators of one study wanted to find out whether interlacing can affect the ability to better recognize the artist’s style. Study participants viewed the paintings of 12 more and less known artists. Half of the students watched the works gathered in blocks, i.e. for example 6 Braque landscapes, 6 Cross and so on.

The other half watched mixed landscapes, so one image of Braque, then one of Cross and others. Then, the subjects were to see other landscapes of the same artists and subordinate them to their names.

The results of the study were surprising. Well, the group that studied mixed works came out a lot better. How is this possible?

“Interleaving examples, skills or concepts helps us, it seems, not only to see the differences between them, but also to better capture each thing individually.” – Benedict Carey.

According to Carey, interlacing, thanks to the element of surprise, prepares the brain for the unknown. It is an adventure. The moment we see something unrelated to the rest, our brain begins to work harder to answer the question Where did it come from?

There is another reason why those who saw mixed images passed the test with a better result. Well, the test questions are usually mixed up. So if we recognize different types of tasks while learning, it will be easier for us to match the solution to them when they appear during the knowledge test. Interlacing teaches you to choose from various problems.

The meaning of interlacing is easier to refer to, let’s assume mathematics, but can this be the way to learn history? Of course! Instead of an outline of the city’s history, you can offer the reader a collection of secrets associated with it.

Let’s say you run a Facebook page dedicated to the history of French cinema. Your subsequent entries do not have to relate to chronologically arranged events. What’s more, you can mix trivia about actors with fragments of reviews or film riddles. The more content types you mix, the better.

Perhaps one of the reasons for the popularity of Facebook pages is precisely that they actually force the author to such interlacing.

How to use interleaving in an article

However, if you want to use the benefits of interlacing in the article, you must first of all provide diversity to the reader. Just like Neil Patel does. His article on how to optimize the link description could consist of text only.

And Patel is different. About once every 400 characters, an image appears in the article. The graphics are varied. These are diagrams, diagrams, charts, screenshots, fragments of infographics. In almost each of these paintings we see a trace of the author’s interference, and thus arrows and explanations.

To make the content even more attractive, you can go a step further and prepare a visual note.

If you place the movie more or less in the middle of the text, it will act as an interlude.

And if you do not plan to include images or movies in the text, because they simply do not match your content? Then you can interweave not so much types of content (e.g. text, image, film) as types of statements (e.g. story, commentary, example).

However, in order for this diversity not to overwhelm the reader, you need to prepare something for him …

Prepare a cream cake

A strange headline, right? But because it stands out, you will probably remember it better than the others. I do not mean dessert, but the most effective way of reading on the internet.

Well, internet readers have long discovered that scanning can be as beneficial as reading, although it costs less time and effort.

And it is not at all cynical, as it may seem. Well, reading on the internet usually serves to perform a task. One reads carefully online, not so much because of laziness but because of the need for efficiency. Recipients want to complete the task quickly and efficiently.

The internet reader is very busy. He wants to get an exhaustive answer and knows that he probably won’t find it in one place, so he opens several pages at once. Yours is one of them. The challenge for you is to facilitate this search.

And what does this have to do with the cream cake?

Well, the most effective way to read from the screen is not at all like the notorious letter F, but a cream cake. The headings are layers of cream, and the text between them – a cake.

The reader’s eye focuses on the title and subheadings. Sometimes the eyes glide over the text below, until you can locate the content you are looking for. From this moment the recipient reads carefully.

Yes, there is also careful reading on the internet. Recipients read carefully when they believe they are in the best place to get information.

To enable the reader to read in the style of cream cakes, you should write concise and encouraging headlines. They cannot announce too much or too little. The headlines should also stand out graphically to increase the functionality of the site.

Summary

– What is at the beginning of the text has a chance to be saved permanently in the memory of the reader.
– What is at the end may briefly, but have a stronger impact on it.
– The most important beginning of the text is not the very beginning, but the content within the first 20-40%.
– From the most difficult it is good to go to what is simple and less new, then serve the reader a break, then take up more difficult issues and end with a summary.
– To bypass the effect of space in a row, take care of diversity and use the interlacing principle.
– You will make it easier for the reader to complete the task if you enable him to read the cream-style cake.

Contextual advertising: definition

Contextual advertising is a promotional message that is embedded in a context close to the recipient. The point is that the ad presents content related to, for example:
– the interests of its addressee,
– information recently sought by him,
– products that he has almost purchased or is regularly purchasing.

This means that contextual advertising transmits information of value to the recipient. So it is not doomed to failure, like most messages that reach random recipients. It can therefore be said that the idea behind contextual advertising is that it should reach potentially interested, not random recipients. Which is why it works so much better.

Think for a minute: you are a cooking fan and you are visiting another recipe portal. Is it likely that when you see a banner advertising, for example, an exotic grocery store on one of them, you will click on it? There is definitely no one hundred percent guarantee – after all, a lot depends on how much time you have and how much you want to delve into such information. Nevertheless, the chances are much higher than if you were shown a banner with an advertisement for pet food in return, right?

How does contextual advertising work in practice?

What makes the displayed ads really put in the right context? In the past, they were simply related to the subject of the portals on which they appeared. For example, cooking pages featured banners from kitchenware stores, restaurants, and the like.

Today, it can also work to some extent, but most websites are based on advertising systems – primarily Google Ads. And here we are dealing with a much more precise “targeting” of customers, i.e. with the exact matching of the message to the person who visits a given page.

On what basis does the system display such and not other advertisements?

There are two basic mechanisms.

First, answer one important question to yourself: are you logged into your Google Account? Most of us have them. You need, among others because Google offers the most popular e-mail box. But that’s not all. Let’s not forget about mobile traffic, largely based on Android phones. And to use such a smartphone, you also log in to your Google account.

When creating this account, you have probably provided your personal data – at least your gender and date of birth. Most of us provide truthful information – if only because it can be useful for password recovery. These simple demographic data, combined with your location, are an important reference point for contextual advertising.

Second – cookies! These are, of course, cookies. These are small files with information that are saved in your browser. On the one hand, they serve your convenience – for example, that you do not have to log in to your favorite websites every time and re-select their settings. On the other hand, they are a real “gold mine” for advertising systems. They show them what websites you watched before, what you were interested in, what you buy, what topics keep you for longer… in one word: they let you get to know you better and, consequently, show you ads that interest you. It’s so simple!

Therefore, when you visit another page, an ad system, such as Google Ads, sends a query to your browser and accesses cookies in response. From there it is a simple way for algorithms to match advertising messages to what you really are interested in, and then – to conversion.

What types of contextual advertising can be distinguished?

Contextual advertising is a very powerful tool that can fulfill various promotional goals. First of all, there are various advertising systems – apart from Google AdSense, you can mention Programmatic and many others.

When you take a closer look at the set of available tools, you can see that the person planning the campaign may choose several models of contextual advertising. Due to their purpose, they can be divided into messages focused on:

– sale – this type of advertisement is chosen for the implementation of short-term goals, e.g. various promotional and sale campaigns in the store. It is most often chosen by e-stores,
– acquiring leads – valuable contacts that may result in a purchase in the long run,
– increasing traffic on the website – the campaign is primarily to attract attention to the website and increase the number of visits to it (which also translates into the effectiveness of positioning),
– brand awareness – messages addressed to “strangers”, i.e. recipients who have never dealt with your brand, but may be interested in the solutions it offers,
– arousing interest in products / services – messages addressed to people who initially express the need to use a given solution.

Where do contextual ads appear?

Contextual advertising can appear in several forms. Those are:
– classic advertisements – e.g. promotional banners on websites or on social networks,
– sponsored links – are published above, below or next to organic search results,
– sponsored e-mails – this form of promotion can be used for Gmail users who will receive sponsored messages to the “regular” mailbox, in relation to the visited pages.

On what basis can contextual ads appear?

Contextual ads target people at different stages of the sales funnel. Among them, the following messages can be distinguished:
– thematically matched to the content viewed by the user – targeted at those who are generally interested in a given issue,
– dedicated to people who initially expressed an interest in purchasing a specific product – e.g. those who viewed offers in e-stores or searched for information about various versions of the product,
– “remarketing“ – targeted at people who have already visited a specific store, most often with the intention to buy, spent a certain period of time on the website, maybe even put the product into the basket, but … changed their mind at the last moment.

The audience you want to target with contextual advertising can be determined during the planning and setup of your campaign.

Our statistics

We have recently decided to perform an internal audit regarding the SEO services we provide. This study aimed to see what percentage of customers are not staying with us for longer. So we took to the workshop a little over 200 recently signed page positioning agreements. Our analysis showed that in the last year, 4.8% of clients for various reasons did not decide to continue cooperation with our agency. To check this statistics, we also examined the period of the last two years. The result showed that only 4.04% of customers left us at that time.

Why do customers resign?

The percentage result (4%) presented in the previous paragraph was an impulse to take further actions. Inside the agency, we asked ourselves the most probable reasons for clients giving up cooperation with us. Our audit brought the following conclusions:

A. No payment (10.18%) – this group includes customers who have not paid their debts, and we terminated the contract in these cases.

B. Lack of cooperation on the client’s side (25.66%) – in each case of cooperation with us, cooperation on the client’s side is an obligatory record. Its intensity is always dependent on the type of website, the access, rights and authorizations provided to us, and the number of guidelines that are sent at the very beginning of the contract for many projects. Therefore, this group includes clients who for various reasons did not want to cooperate with us, did not implement the suggested changes or did not provide us with the legitimacy to take certain steps. Therefore, it can be concluded that in this case the client did not give us the opportunity to implement the intended activities, which meant we had to terminate the contracts signed. Our work cannot be carried out when we do not have the tools to do it. Often, clients belonging to this group stop talking themselves. In such situations, we usually wait patiently and try to act, but if there is no response from the other side (and often it is even required) despite repeated attempts, we terminate the contract.

C. No work results (33.19%) – our industry is often unpredictable and everyone who has ever dealt with SEO knows about it. It should be emphasized that it is 33% but only with 4% of clients who terminate contracts, i.e. about 1.3% of all clients who signed contracts with Paraphrase-Online.com during the period. In this case, customers were not satisfied with the results of the work. This allegation most often relates to monitoring the position of selected phrases. It is worth adding that often this problem is the result of customer expectations regarding the inclusion of phrases in monitoring (it is a permanent element of every contract) for which the given page already has high positions. Some customers are very attached to this model of work analysis and it is difficult to argue here the positioner’s actions by increasing website traffic or visibility in global terms. There are also customers who have positions in the top 5, but terminate the contract because they want to have the top 1-2 themselves, which is not always feasible due to the search engine. Many of the clients qualified for this group also did not fully follow the guidelines we sent or simply refused to develop content on the site. Such cases constituted up to ⅗ of this group. Also noteworthy is the fact that 5% of all customers who resigned from working with us return to us years later.

D. Too high costs of the service (9.73%) – customers often stated that despite good positions, they are not fully returned from the investment incurred for the development of this channel and, however, prefer to spend their budget on testing other solutions. In this case, as the history of all contracts implemented by us shows, clients from this group often come back to us after several years of attempts to develop their e-business through other channels.

E. Closing of the site, change of management, bankruptcy of the company, end of contract (21.24%) – this is a group that indicates other reasons for leaving. The most common of them include situations in which the customer removes the page, the company declares bankruptcy, the owner or management board changes, which is focused from the beginning on cooperation with another entity. We have also qualified to this group in which the client after the end of the one-year contract decides not to extend the cooperation with us without giving a reason. This is most often associated with the reasons presented above or with the company’s strategy of testing the effects of cyclical change in positioning agencies.

Sweet kiss of the positioner – bitter kiss of the client

In our experience, the most important stage of cooperation is the time shortly before signing the contract and the first weeks of cooperation. Before signing the contract, the client receives from us all information regarding the implementation of SEO activities in the scope of the contract. He is also notified of what we will need from him to make the cooperation run smoothly. The first weeks after signing the contract are extremely important. During this time, we examine the site in detail and send precise guidelines to the client. Usually, after this initial stage, the client accepts our strategy and thanks to structured cooperation we operate in accordance with the assumed strategy. Unfortunately, as it happens in life, not all situations are perfect. There are clients who at all costs do not want to take certain steps or accept our guidelines or the changes we introduce. Such events limit or completely prevent us from taking effective action to increase website visibility. In our cooperation model, such a tug of war can end with us terminating the contract with the customer. The key is to understand our strategy at the negotiation stage, because our goal is not to sign contracts and unilaterally benefit from them. Cooperation is extremely important in our concept. If the customer does not want to make our changes, and there is no other way to achieve success, then this agreement does not make sense.

Visit to the dentist

To better illustrate this, let’s imagine that a John has a dental package purchased in a known network of dental offices. It includes monthly dental inspections, stone removal, sealing, root canal treatment and tooth extraction. One beautiful June morning, John’s wife Rachel prepared her husband’s unusual yet beloved seasonal meal – a fresh, peeled watermelon. Due to the fact that for several weeks it was extremely hot, before serving the dish Rachel decided to cool the juicy fruit. As soon as Mr. John sank his teeth into the red pulp, a terrifying moan sounded in the dining room. The reason for this cry was pain – something our hero has never experienced on such a scale before. Immediately after the incident, he went to the dentist, from whom he had a package purchased. He told about the situation and asked for a full oral examination. The dentist immediately stated that the cause of the pain was a small defect in the upper left trio and suggested putting the seal on immediately. John, who had never had dental problems before, refused to perform the procedure, without giving a reason for giving up the routine procedure. Time passed and John, in connection with permanent pain, became more and more unbearable man. He stopped dealing with his wife, whom he blamed for the whole situation, and at work he could not focus on everyday duties. He decided to go to the dentist again and agree to put on the seal. However, during the second review the doctor excluded this procedure. The condition of the tooth deteriorated enough to require root canal treatment. John was afraid of this option again and stated that he was not able to decide at this moment about such (in his opinion) a radical step. Before John left the office, the dentist asked him to rethink the proposal, because the procedure is included in his package and thanks to him he can get rid of unwanted ailment once and for all. The weeks went by, and John’s pain was gone thanks to decoctions of fenugreek and leek. Unfortunately, in December the pain returned with redoubled strength, and there was a huge swelling on the gums. John, contrite and completely deprived of the will to fight for interference in his teeth suit, he went to the dentist for the third time. This time the specialist was ruthless and said that in this situation the only option is to pull out the tooth. This time the patient realized that he had no choice but to submit to the will of the dentist. The tooth was removed, and John, in order not to scare his relatives with his incomplete smile, had to put on an expensive and not covered by the implant package …

Stages of SEO-destruction

So how does this translate into SEO? Unfortunately, quite a lot. Sometimes a customer who has a contract with us, avoids cooperation or refuses to accept even the simplest changes that aim to increase the visibility of the site. This is usually a straight path to problems. Unfortunately, often such situations can have a painful effect on the client’s business. That is why we as Paraphrase-Online.com do not wait until the “teeth” start to fall out. If we see that the customer does not cooperate with us previously agreed, we decide to terminate the contract. Our specialists are not for watching how a given site falls in visibility rankings, and subsequent competitors are ahead of it. We are here to actively work every day to increase the potential of the website in terms of SEO, which is why as many as 96% of customers decide to stay with us for longer.

5 types of customers

Based on many years of observations, we decided to divide customers into 5 types. We classified them in relation to the client’s adaptation to the set goals by accepting the implemented measures.

A. Partner – an ideal customer –This is a very aware customer. He understands that the agency is to help him achieve the given effect by undertaking the agreed actions. He responds positively to every cooperation or development proposal and tries to allow positioners the best working conditions. It should be remembered that he is not a conformist – he requires a lot, but at the same time understands that to achieve something, you need to put a lot of work into it. If you are heavily involved in the project and implement everything as agreed, then know that this customer will be very loyal and will stay with you for many years.

B. Visionary – to the goal at all costs –Customers of this type are only effect oriented. They are not interested in how and by what means you will reach his goals. In this case, you can even use illegal activities to accomplish your task as soon as possible. There is a high risk of contract termination!

C. Official – table and reports –It pushes targets into the background. According to its specificity, the measures we implement are the most important for it. He loves to send (preferably once a week) reports, statements and tables. Through constant verification of the implemented activities, the effects are only a distant mirage for him. It is only important how much and how well we carry out the package actions. Vive la package! Such a person often requires almost impossible reporting and translation from the modification of each line of code, which greatly complicates efficient operation. This customer will terminate the contract only if the agreed tasks are not carried out as agreed.

D. Individualist – everything in its own way –The funds turned out to be unreachable or failed for the client, and the presented goals are not satisfactory, so the client tries to introduce substitute activity, seeking solutions on their own. Sets new goals without informing the agency. His assumptions are unrealistic or do not comply with previous arrangements, and the measures are always considered inappropriate or too stripped down. Cooperation is difficult here, because reaching an agreement occurs only if you accept all customer requirements. There is a high risk of contract termination!

E. Rebel – for no reason rather than by choice –A rebel is a client who usually contests without reason the legitimacy of all actions, and all goals are pure abstraction for him. This type of contractor will not verify the activities carried out or settle you for the effects. In principle, it is not important what you do – at any time the day may come when the client will leave and will not give the reason for his behavior. If it already requires any results, these are the assumptions he invented and the work on the site is pointless and it is not worth wasting time on it.

Can you keep every customer?

In most situations this is possible, but sometimes you need to think about whether such activities should be a priority and whether they make sense at all. This applies to both the client and the agency. The statistics presented by us at the beginning show that a good work and a well-thought-out strategy can be reduced to an absolute minimum percentage of outgoing customers. In each case, partnership and care for mutual benefits are important. The parties appearing in a given contract should have the same goal – the success of the venture. At Paraphrase-Online.com, we try to meet the challenges posed by our contractors every day by implementing our proven strategy. Therefore, only 4% of our clients give up our services. In our opinion, with such statistics and the number of customers, there is nothing to be ashamed of.