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

Online marketing, or what?

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

Online Marketing Activities

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

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

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

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

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

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

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

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

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

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

Why is it worth implementing online marketing?

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

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

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

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

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

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

Who is online marketing for?

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

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

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

Where to start?

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

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

What is SEO?

As we mentioned above, positioning is a process, the correct execution of which makes the website attract more users who enter certain phrases in the search engine. In a nutshell, SEO activities are divided into two types – both are necessary to properly position the website in search engines and ensure high positions on the list of results:

A. On-site SEO – activities that we perform at the level of our own website. They mainly include:
– publication of well-matched content, containing carefully selected keywords,
– presenting content in a search engine-friendly form – using appropriate headers, taking care of the structure of the text and division into paragraphs, graphic descriptions (alt),
– ensuring fast operation of the website – choosing a server, CMS system, code optimization, image compression,
– internal linking – simplifies navigation for the user, but also influences better page indexing;
– equipping the website with an SSL certificate,
– setting friendly addresses,
– responsiveness – the website must be displayed correctly on various devices – not only computers, but also smartphones and tablets.

The first step in positioning, however, is always choosing your keywords. The analysis should be detailed and based on reliable data. You have to consider what phrases users may enter when looking for products or other content on our website. A good start will be an analysis of competing pages – what words are they positioned on and what “power” they have in the context of SEO. To check various aspects related to the selection of key phrases, the market offers a large number of programs and services – from free ones, such as Google Trends, to paid ones, such as Ahrefs or Semstorm.

B. Off-site SEO – activities aimed at acquiring as many valuable links leading to a given page as possible.

Linking is a key element of website positioning. As a website gains popularity, it most often also gains links in a natural way – users share content they consider valuable by placing hyperlinks to it on their own websites or blogs. In the vast majority of cases, however, it will not be enough to ensure high positions in search results, especially if the industry is highly competitive and there are many candidates for sharing the online pie.

Websites that help us buy links from different sites come to the rescue. Their form varies – it may be the purchase of a hyperlink in an already existing article on a similar topic as our website. It can also be buying space and publishing your own sponsored article on a given website, thanks to which we have full control over keywords and the form of the text. Some websites also allow you to buy a copywriting service, which consists in writing such an article, thanks to which the need to generate the text yourself disappears.

The key in this case is the quality of the page from which we want to obtain the link – the quality is calculated by the Google algorithm and depends on the SEO level of the website.

Another option is to build a network of your own pages to improve the positioning of your main site. On such pages, called backend, keywords are placed along with links, thanks to which the positioned landing page increases its results. However, building an effective back-up facility requires a lot of know-how. Usually they have to be projects based on valuable domains with a rich history, and there should be a lot of well-profiled content on the website itself. It is not enough just to “set up” a simple CMS and wait for the results – the Google algorithm very easily detects pages of little value from the perspective of the search engine, so unskillful preparation of the back-end will only be a waste of resources and time.

The principle is simple – the more links from websites defined as valuable, the greater the value of our website, and thus, the higher the position.

It is also important that the links leading to our website have the dofollow parameter, i.e. they are indexed by search engine robots. Links with the nofollow parameter, i.e. very little valuable from the SEO point of view, are, for example, links in social media – of course, they still lead to a given page and attract users to it, but they do not noticeably improve its position after entering a given phrase in the search engine.

However, link building is not easy. If suddenly many links from different sources appear to our website, the algorithm of Google (or another search engine) may determine this activity as suspicious, which will limit the effects, and in the worst-case scenario, the website will be punished, which will result in the opposite positioning result.

Is it possible to position the website for free?

Technically, it is of course possible, and with an extremely niche industry and relatively large effort, quite likely. A well-chosen strategy and on-site and off-site SEO carried out on-site in the long run may lead the website to the top of search results. One of the biggest allies here is Google Analytics along with the Google Search Console tool – these are free services officially provided by Google. However, their installation itself can be problematic (depending on the website structure and the CMS used), and improper implementation will make the results distorted.

When it comes to acquiring links, we can of course count on a natural flood of hyperlinks – especially if, for example, an entry from a company blog is substantively very valuable and solves a widely encountered problem or raises an issue that has not been explained in such a comprehensive way so far. Usually, however, you should not expect spectacular results.

We can also ask for help in linking friends who run their pages – preferably on topics related to our site. In the vast majority of cases, however, the number and power of links will not be sufficient to catch up, let alone overtake the competition in a clear way. In individual cases, free positioning can be successful, especially if the website is run as a hobby and it concerns a little-known topic. However, if we want to promote a profit-oriented business, and there are recognizable brands in the industry with marketing and SEO budgets, our chances of high positions are illusory.

Why is it worth working with professional positioners?

First of all, because website positioning is a complicated process that requires experience, specialist knowledge, professional tools, resources and time to bring good results. Many agencies allow you to conduct a free SEO audit after entering the address. This automated audit is able to find the most pressing problems related to indexing and page construction, giving an overall picture of the situation. This is a good start, but the tool will provide us with much less data than a professional audit performed by an experienced specialist.

Tools supporting the analysis of links and keywords are paid:
– Ahrefs,
– Senuto,
– Semstorm,
– SurferSEO,
– ScreamingFrog.

Professional agencies use a whole package of various programs, thanks to which they are able to correct the SEO strategy on an ongoing basis and operate on the basis of a large set of data. When working on SEO, Paraphrase-Online.com uses tools whose monthly cost for one company (one page for positioning) is over $ 2,000.

The cost of website SEO

There is no simple answer to this question. The cost of website positioning depends on the competitiveness in a given industry, the “strength” of the competing pages, previous SEO activities, content quality, site construction and many other factors. However, you can put the entire SEO process into the overall framework, relying on the rates offered by experienced agencies.

Remember: in SEO it is not possible to guarantee the result and agencies that declare the certainty of achieving TOP1 or TOP3 on a popular phrase within a certain period of time actually predict coffee grounds. Certainly, an experienced team of reputable specialists will improve positioning results, but how high the page will be is the result of so many factors that precise prediction.

The problem here is also the fact that the search engine displays different results to different users. The core of the positioning “value” of the page remains the same, but Google, based on the location, history of visited pages and Internet behavior of a given Internet user, will probably present him with a slightly different order in the rankings than his friend.

The minimum cost of website SEO in cooperation with the agency

It can be assumed that in the case of cooperation with a good agency, the monthly cost of website positioning is at least $ 1000-1500 in the case of small service websites (local small business) and online micro-stores from less popular industries. As part of such a package, we typically get about 30-50 monitored phrases and optimization up to 10-20 subpages. These values are slightly lower for service companies and higher for e-commerce stores – due to the specificity of sales, positioning of stores is generally more difficult, and therefore costs more.

SEO of a service company – cost

A company that operates on the local market in a moderately competitive industry and plans to significantly increase the number of leads from search engines must take into account a slightly higher cost – $ 1,899 (up to 100 phrases, up to 30 pages). Extending the scale of operations if we take into account a niche industry – nationwide, it is already $ 2,700 (up to 170 phrases and up to 60 subpages) and $ 4,200 (up to 250 phrases and up to 100 subpages). Nothing stands in the way of, of course, getting involved even more on the basis of an individual valuation.

The cost of SEO an online store

A small e-shop from a relatively niche industry, offering a small number of products, should spend at least $ 2,000-3500 on SEO. As part of such a package, it will receive monitoring of 100-250 phrases and from 30 to 100 optimized subpages. Medium and large e-commerce websites with a larger assortment can consider higher packages – from 5,000 to 8,000 $ (in Paraphrase-Online.com, up to 250 phrases and up to 100 subpages or up to 400 phrases and 150 subpages, respectively). The largest platforms from the most crowded sectors of the market are subject to individual pricing – “sky is the limit”, both in terms of costs and returns on investment.

The cost of website positioning may seem high – especially in the case of microbusinesses – but the traffic coming to the website directly from search engines (the so-called organic traffic) is very valuable in the context of acquiring customers. Users come to the website in search of specific products, services or information, which means that they usually do not get there by accident, which significantly increases the chance of conversion.

We say it often, but this quote will most likely never become outdated: SEO is a race of sorts. Certainly, however, he is closer to a marathon (or even an ultramarathon) than a sprint, and a good result requires know-how, effort and, above all, time.

In a global and increasingly complex world, information has become a valuable resource, and some experts consider it to be another factor in production. There is no doubt that building the company’s position based on valuable information is necessary for the holistic recognition of macro-environment. Many determinants of success are hidden, especially at the very beginning. With the increase of experience and competence, acquired knowledge and skills allow economic entities to reach further milestones. That is why we have marketing guides for you that cover specific areas in the subject!

Marketing guides that are worth knowing!

The following list contains marketing guides for e.g. positioning of company websites and targeting. This is an area of marketing that has an increasingly greater impact on the current financial results of enterprises both in the micro and SME sector, as well as for larger organizational units. Knowledge of SEO issues and efficient use of effective internet advertising tools allow reaching recipients who would be difficult to be interested in the offer in the analog world. Here’s a portion of the necessary knowledge available at your fingertips:

Google My Business. How to create a Google business card?

During the first meeting with the client, a positive or negative image of the company is created. This also applies to virtual space. It is therefore worth ensuring a good impression, even when sometimes it is only about one look. An internet user browsing Google Maps or using a search engine is familiarized with brief information about the enterprise. This is the result of using the Google My Business advertising tool.

Google tools that every business should know

It is widely known that the internet giant founded by Larry Page and Sergey Brin has a huge impact on the fate of a large part of enterprises. The list contains a few words of introduction regarding selected and in our opinion the most important tools from the point of view of company management. You don’t know what Google Ads is yet? Or maybe you want to get new information about Google Trends?

Content Marketing step by step

Content is king? Sure! Nothing has changed in this respect for years. It ignites the imagination of your customers. He builds your image. He sells, supports the positioning of your website and builds strong brands. You can learn about how to write, how to structure content, where to draw topics and inspiration, as well as what content is simply the best.

Blog in business

As our cyclical articles have repeatedly proved, focusing on content marketing can bring measurable benefits to a company. As competition grows day by day, it’s worth to stand out with unique content. An excellent method to increase the interest of potential customers is to run a blog. The organic reach gained in this way will boost the website in the search engine ranking.

The guide provides practical information on determining recipients of texts and a brief introduction on different styles of communication with readers. Adapting to the preferences of specific groups allows you to establish a better relationship, which directly translates into gaining customer loyalty. When they receive a reliable source of information, which is also interestingly written, they are much more likely to use the company’s offer. It’s worth trying because Internet users will catch inaccuracies within a few minutes and point them out in the comments. You can always count on it.

In addition, the beginner blogger’s manual has knowledge about the use of key phrases and tools that facilitate their selection. It is worth being up to date with the ranking of the most popular searches to always accurately describe the issues that are currently bothering customers. This is the only way to stay in the turbulent waters of business competition.

SEO guide. Lessons that will bring you to TOP10

Our blog is very popular. Through it, we provide a lot of substantive knowledge and current SEO information. We decided to gather the most important lessons in one place so that everyone could benefit from a compendium of knowledge. Journey through the next issues contained in the blog is both a great adventure and a source of reliable information. What will a thriving manager find there who intends to improve his company’s website statistics?

The lessons are arranged in such a way as to move from general knowledge to more and more specific issues. We devote a lot of space to explaining that page optimization is a multi-step process whose success depends on at least several factors. The blog also includes practical tips on, among others recommended image file size or the importance of page encryption. Even the appearance of a pageview with 404 error can affect! In order not to get ahead of the competition, SEO issues should be known inside out.

Transcript from the conference ‘SEM campaigns of the future’

As experts in the field of contemporary trends and marketing solutions, we devote additional time not only to sharing knowledge through the written word. We are also eager to visit industry conferences. This was also the case in September 2018, when speakers from Paraphrase-Online.com appeared at the event “SEM campaigns of the future”.

Martin Grossberg talked exactly about machine learning in Google Ads campaigns. He presented in detail over the forty-minute lecture all the most important aspects of planning, implementation and evaluation of activities. In turn, Ireneusz Iwański and Marek Walas presented specific strategies for optimizing Google Ads campaigns in the context of automation and machine learning. In their opinion, content optimization based on good quality data allows to obtain positive results. The subject of the speech was to develop the issue of implementing budgetary, efficiency and portfolio strategies. The lecture ended with a discussion of case study, i.e. translating these issues into business practice.

SEO guide for services

More and more service providers are using the optimization knowledge. This is a large group of entities. No wonder, since in the economies of highly developed countries the share of the service sector is growing all the time. The guide is adapted both for those who are just starting their adventure with optimization and for those who already have some experience. The publication contains basic information about the essence of positioning and adapting the website to Google requirements.

A lot of space was also devoted to content marketing, i.e. content management. Creating on the Internet is slightly different from analog writing. Key phrases and a number of other elements should be taken into account that have an impact on the effectiveness and reach of messages. Everything you should know about SEO in the services sector is on this blog.

SEO guide for e-commerce

A large group of our customers are online stores. Regardless of the industry they represent, each activity must be tailored to the requirements of e-commerce. The problem of online commerce is the so-called abandoned baskets, i.e. initiated transactions that ultimately fail. Appropriate SEO activities together with marketing automation tools allow to reduce negative phenomena, and thus – to contribute to successive revenue growth.

The publication contains reliable information on issues such as positioning, optimization of meta tags, adding customer reviews or encrypting the sales platform. In addition, the blog describes the rules for adapting the original appearance to the specific settings of mobile devices.

Google Ads lessons

Everyone who intends to stand out in the market should read at least some tips on running a Google AdWords campaign. We guide readers through this fascinating but trapped world. To avoid mistakes, use our hints. In this way, the planning process smoothly goes into the implementation phase, and when the time comes for summaries and evaluations – you can open champagne for the joy of increased revenues.

The following pages contain information on determining the purpose of the campaign and its budgeting, the selection of keywords and the thematic scope of content. The following sections provide guidelines on scheduling and measuring conversions. The practical blog was prepared by a Paraphrase-Online specialist who has many years of experience, so the publication is certainly a source of reliable and current knowledge.

A guide to effective action on LinkedIn

There is also a position in the library of the Paraphrase-Online Knowledge Academy that allows you to learn the rules of acquiring customers on the LinkedIn platform. There are many possibilities, but one thing is beyond doubt – business without a presence in this social medium is much poorer. Content management is not limited to creating a company profile. The blog tells you when to apply for paid solutions, and when you can limit yourself to free options.

Guide to online video campaigns

Almost from the beginning of its presence on the Internet, YouTube was doomed to success. Today it is the largest video platform that brings a lot not only to Google, but also to individual users. Thriving companies like to focus on video content marketing. And rightly so, because it brings a lot of benefits. What? You can read about it in our vademecum.

Effective marketing guides are not everything we have for you

Marketing guides are not everything! An extremely popular solution proposed by Paraphrase-Online is the possibility of using two tools that allow you to have all the numbers related to website optimization under control. The first is a website audit that allows you to check your website in just 20 seconds for optimization and the requirements of different types of devices.

The second suggestion straight from Paraphrase-Online is the Google Ads audit. This time, after 40 seconds you can get information on the evaluation of the campaign being implemented. Regardless of whether the result is positive or negative – it is worth contacting us and our experts will choose the right solution. After all, the competition is not sleeping and the world is rushing ahead, so you always have to keep your finger on the pulse of marketing.