Ang pagpoposisyon ng website ay isang serye ng mga aktibidad na naglalayong makamit ang pinakamataas na posisyon sa natural na mga resulta ng paghahanap ng isang naibigay na website. Ang prosesong ito ay binubuo ng mga aktibidad na “nasa pahina” tulad ng pag-optimize ng mismong website (ang aksyon na ito ay kilala bilang SEO – Search Engine Optimization), pati na rin ang gawaing “off page” na isinasagawa sa labas ng website mismo. Ang isa sa pinakamahalagang kadahilanan sa pagraranggo ay natatanging nilalaman.

Ang ilang mga tao ay nais pa rin ang kanilang nilalaman ay isulat sa pamamagitan ng kamay. Ginamit ang mga ito upang lumikha ng pangungusap pagkatapos ng pangungusap at muling pagsusulat ng mga artikulo upang matiyak ang kalidad ng nilalaman. Bagaman ito ang pinakasimpleng pagsasanay, maaaring tumagal ng maraming oras o araw upang makamit.

Ngunit mayroon ding mga tao na alinman sa labis na katahimikan upang muling isulat ang kanilang artikulo o makilala ang kahulugan ng oras at samakatuwid ay naghahanap para sa isang libreng tool na paraphrasing. Kung ikaw ay tulad ng karamihan ng mga tao na alam ang isang halaga ng iyong oras, nakarating ka sa isang perpektong lugar.

Ang Paraphrase Online ay ang pinakamahusay na muling pagsulat ng artikulo sa web. Napakabilis nitong binabago ang mga solong salita at parirala, at kung ano ang pinaka-imprtant – tumpak. Upang mailagay ito nang maikli: Nagustuhan ng Google kung kakaiba ang nilalaman at hindi ito gusto kapag kinopya ang mga ito sa parehong form sa pagitan ng iba’t ibang mga website. Makatuwiran ito, sapagkat upang maibigay ang mga gumagamit ng pinakamahusay na kalidad na posibleng mga resulta sa paghahanap, ang impormasyon ay hindi maikakalat sa web sa parehong form. Mayroong palaging isang pagkakataon upang ilarawan ang isang katanungan sa ibang mga salita at upang tingnan ito mula sa iba’t ibang mga anggulo. Samakatuwid, ang nabanggit na pagiging natatangi ay gagantimpalaan. Kung mayroon kang tamang kaalaman para sa iyong industriya at ikaw ay nilagyan ng isang libreng pag-record ng sofware tulad ng Paraphrase Online, walang hahadlang sa iyong paraan!

Conversational marketing, what is it?

First, let’s correct what is conversational marketing also known as conversational commerce (or conversational commerce). In short, these are all activities focused on establishing contact with the customer and building a relationship with him, which is the basis of a modern approach to sales. It is a method of transferring to the digital ground the habits known mainly from smaller traditional shops, where the seller knows his customers, often greets them by name or puts away favorite products for them, and at the same time willingly engages in friendly chats and can advise on purchases.

Conversational marketing, however, is much more than talking freely with customers. It is a tool that provides both consumers and brands with a lot of benefits! At the same time, it is a more complicated process. The need to communicate with many people at the same time means that various methods of conversation automation and other helpful tools are used.

Tools used in conversational marketing

In order to support conversational marketing techniques, chatboxes and chatbots are primarily used, which allow you to automate many conversations and speed up answering customer questions. In addition, it is used:
– live chat located on the company’s website,
– messengers: Messenger, WhatsApp and other similar applications,
– e-mails,
– SMS,
– live broadcasts enabling dialogue with participants,
– video calls.

These are systems that significantly facilitate two-way communication. Their availability from the levels of various platforms is important. Thanks to this, the client can always get an answer to the question that bothers him. However, the multitude of these tools may also present some difficulties. One of them is the continuity of the conversation. When using multiple channels, it is difficult to maintain. Meanwhile, customers expect to be able to resume the conversation at any time and using the most convenient method at the moment. This is especially important in today’s times where the possibilities for physical interaction are limited. Therefore, it is necessary to use systems that will help in the integration and synchronization of conversations conducted in various channels. As a result, communication is much more effective and satisfactory for the consumer. This solution also improves the work of the customer service department, contributing to its greater efficiency. It is also worth noting that the aforementioned limitation of the possibilities of communication “face to face” means that more and more people appreciate the advantages of online tools. This, in turn, determines that the role of conversational marketing will probably increase in the near future.

Conversational Marketing – How Does It Work?

How to use conversational marketing in practice? In order for it to be effective, it is not enough to launch the company’s Messenger and add live chat functions to the website. If communication with the company is not going to be a chore for the customer, the first thing to do is to have the right resources – both IT facilities and staff. What is worth paying attention to?

Automation
When investing in conversational marketing, you should ensure that your company’s customers can quickly get answers to their questions. This, in turn, often requires many conversations at the same time. Thanks to chatbots, you can limit the customer service department to just a few employees, which will significantly reduce the costs of its operation. The advantage of the vending machines is that they are available 24 hours a day, 7 days a week, which, according to research, is very important for consumers. Bots turn out to be extremely helpful also in periods of increased user activity, which are often difficult to predict.

It is true that chatbots will not solve all customer problems, but they significantly relieve the work of the department responsible for their service. They can be used primarily to answer frequently asked questions and direct users to consultants dealing with specific types of cases. Thanks to them, the client never waits long for a reply and knows that his problems are not ignored. In addition, chatbots can also be used for other purposes – for example, conducting consumer surveys (for example on the quality of customer service) or giving discounts or informing about promotions.

It is worth remembering, however, that consumers appreciate the naturalness of conversation. Therefore, the construction of the bot should be carefully thought out. Long and very vague responses can create frustration, so make sure that they are as personalized as possible.

CRM ensuring contextual conversations
As mentioned earlier, being able to continue the conversation without having to redraw your problem is very important from the customer’s point of view. It can be ensured by using an appropriate CRM system. Its task is to collect the most important information about the conversation in a way that allows consultants to quickly familiarize themselves with the matter. Such a solution significantly increases the quality of customer service and consumer satisfaction.

Analytics
It is also worth thinking about the analysis of data obtained through conversations with customers. This can significantly improve the quality of service and thus increase conversion. It often turns out that consumers ask similar questions or encounter the same problem at a specific stage of the purchasing process. Eliminating obstacles that generate doubts can improve UX, and thus increase the number of orders.

Conversational marketing – it pays off

In line with contemporary marketing trends, customer satisfaction is a brand’s success. Conversational marketing fits perfectly into this model, improving the company’s image and allowing you to build relationships with consumers at the personal level. The implementation of tools and techniques related to conversational marketing brings numerous benefits. Primarily:
– higher quality of customer service,
– building lasting relationships with consumers,
– possibility of faster detection of technical page errors and UX errors,
– valuable information about the needs and expectations of customers,
– convenience of communication.

According to research, more and more people willingly use online tools to get answers to bothering questions. Chatbots themselves are also gaining popularity. More brands are using them, and at the same time, systems of this type are constantly being improved, creating wider possibilities of use and enabling more natural conversations. This contributes to customer satisfaction with this form of communication and encourages them to talk with a given brand or ask questions.

This is an extremely valuable source of important information. Properly used, they can help to refine the offer and adjust it to the expectations of consumers, and thus to increase conversion. That is why the aforementioned analyst is so important. Thanks to messages from customers, it is possible to recognize many frequently recurring problems and objections regarding products or services. Often times a small change can produce great results. That is why it is worth reading carefully the information provided during the conversation. They can also identify errors in the construction of the website itself or various technical problems. Research shows that users of certain websites are often frustrated because they cannot find the basic information about a company or functionality they need or answer simple questions. This way, you can lose a lot of customers and not even know it!

Consumers encouraged to communicate and having access to many of its channels will quickly inform you about any faults or obstacles preventing conversion. If you do not give them this opportunity, they will rather leave the non-functional side fully dissatisfied, and sometimes they will also decide to leave the company a negative opinion on the internet or tell their friends about the negative experience.

Relationship with the consumer as the basis of modern marketing

Conversational marketing is, above all, a great tool for building a relationship. This is what modern consumers expect from brands. They want to feel important, valued and treated individually. Thanks to a direct conversation with a company representative, they get exactly what they need. Thus, their liking and trust in the brand increases.

A positive relationship with customers is something that cannot be overestimated these days. It is the brands that know their identity perfectly and are able to build a community around it that are the most successful. Understanding the customer’s needs is easiest thanks to the direct interactions provided by conversational marketing techniques. They can be used not only to respond to problems, but also to actively strengthen ties with consumers and increase sales. Currently, it is the domain of the most innovative, modern companies. It is worth joining them as soon as possible to stay ahead of the competition and build a strong position on the market.

Idea for an online store

At the beginning, an important note: the e-commerce market is very large, so it is worth finding a business niche in which you feel a specialist or… in which you want to delve into. Getting to know the products you will be trading well is absolutely essential. However, you may be wondering what to choose.

Basically, apart from being an expert in what field you are, you can choose between two paths:

A. choose a niche that is not very popular, but has development potential for the coming years
It is a solution that can bring you success in the long term. However, you need to be aware that at the beginning you have to expect small reach and a small number of customers. However, with a properly conducted marketing strategy, you can expect a gradual increase in interest.

If the niche you choose is not popular at the moment, there is a chance that you will be one of the pioneers and that your store will become one of the most important in the industry in the future. However, you must be mindful of the risks – the market is not predictable and trends can suddenly reverse (as shown well by the outbreak of the pandemic in 2020). Therefore, you need to be prepared for this and have a “plan B”.

B. choose a popular e-commerce branch
So, start selling products that are willingly bought on the Internet. The idea for an online store does not have to be fancy. On the contrary – most often it is worth doing what … others do. In this case, with effective advertising, you can start earning good income faster. However, with high competition, it will be more difficult for you to break out – so at the very beginning you may have to invest more in promotion. You will also need to find elements that will make your offer competitive. Something that will make you stand out from dozens or hundreds of stores offering similar products.

What could it be? E.g:
– more competitive prices,
– offering goods of brands so far unknown on the market,
– unusual branding,
– additional services, such as product personalization.

Of course, everything depends on the specific specialization of the e-shop. One thing is certain: going this way, you have to find something that will make your brand stand out and make it more attractive in the eyes of the customer.

What is best selling on the internet?

What products are the most popular on the Internet? What do people buy online? The answer to this question is provided by research, e.g. the E-commerce report prepared by the Paraphrase-Online.com Team. It shows that the most popular product categories that were bought online are:

– clothing, accessories and accessories – the fashion industry is popular with over 2/3 buyers,
– footwear – they are bought by about 60% of people who make purchases over the Internet,
– books, films and CDs,
– cosmetics and perfumes,
– RTV and household appliances,
– cinema / theater tickets,
– Sportswear,
– pharmaceutical products, including dietary supplements,
– GSM mobile devices and accessories,
– children’s goods and toys,
– travel services.

It is therefore worth navigating in these areas of the e-commerce world if you want to find your place in the internet reality. But be careful! To break through in them, you have to look at them from a different, fresh perspective. Otherwise, you may have a problem “carving out a piece of cake” for yourself.

So how can you narrow down the scope of goods in the context of the above categories? There are many possibilities. For example, you can offer:

– plus size clothes of well-known European brands – there are more and more customers who are interested in larger sizes, and at the same time there are no stores that would offer a wide selection,
– cosmetics of producers not available in stationary sales – e.g. from the Far East (however, take into account the fact that there are quite a lot of stores offering recently very fashionable Korean products!
– ecological children’s toys – although this niche is already quite full, the “eco” trend seems to be becoming wider and wider, so there are quite a lot of people who would like to buy this type of products,
– a specific category of electronic devices – e.g. fashionable drones, electric scooters or VR equipment.

As you can see, specialization can be the real key to success. It is enough to search for an unusual area in a popular niche and offer your audience something completely new!

Is the best selling always the best choice?

What is the most popular is – as you already know – both an opportunity and a threat in the world of e-commerce. The most important thing is to find, on the one hand, an area where you can offer customers something new, and on the other – something that will respond to their needs. Remember: at the beginning you don’t have to aim very high, with huge ranges and large sales volume. You can also achieve good income by operating on a smaller scale. So your business may revolve around less popular goods, but those that have a specific audience. What could be a good idea?

Online handicraft store
Do you have a hobby in the field of handicrafts? Maybe you, for example, crochet or are passionate about decoupage or creating DIY decorations? What if you start selling them online in your store. Setting up a small e-shop, e.g. on a SaaS platform, does not require many formalities or high costs. If you also invest in advertising on social networks and prepare properly optimized content, you have a chance to stand out!

Online store with articles for disinfection
… as well as other products that are useful in the context of the current coronavirus pandemic. Although this is a topic that is popular periodically, it still seems like a good time to offer something new to customers. We are still eager to buy designer masks (which have become part of styling), as well as disinfectants that do not irritate the hands.

Online store with pet food
It is a market niche that is currently developing very dynamically, mainly due to the growing interest in a healthy diet of animals. Dog owners are looking for ecological, well-balanced meals for dogs and cats, made of the highest quality ingredients. If you have access to such products, you have a chance to attract a large group of customers.

Store with ecological accessories
Living in harmony with nature and making ecological choices is a trend that is currently rising. It can be expected to “float” for the next few, if not more years. Therefore, it is worth considering setting up a store that will offer accessories that leave a small carbon footprint. Example? Metal or paper straws, disposable plates and cutlery made of biodegradable materials, linen shopping bags, reusable nets for fruit and vegetables … you can multiply this way indefinitely. You can easily attract a large group of customers for this type of accessories.

Barber shop
The fashion for well-groomed male stubble and visits to barbers began a few years ago. Today, more and more men are looking for professional beard care products, so … it’s worth offering them. A store that specializes in the distribution of pomades and beard oils, as well as classic razors and other vintage shaving accessories, may attract the attention of the market!

Educational toy store
Science in a modern version? It is the one carried out by play that arouses curiosity about the world. Do you subscribe to this statement? It is like many parents! They are looking for interesting and inspiring toys that will allow their children to broaden their horizons. Do you want to help them with this? If so, think about looking for interesting educational toys and selling them. Such a store can have great potential!

Seasonal products – a good idea for an online store?

Some of the goods that are offered in online stores are willingly bought only at certain times of the year. Good example? Oh, even air conditioners and fans. The demand for them begins just before the hot summer comes and ends with the first cool evenings. So is it profitable to create an e-shop that would sell only such devices? Not completely. However, you can supplement the basic assortment of the store with such seasonal products and carry out positioning on related phrases. You can also choose several groups of seasonal products, popular in different months of the year, and change the main sales profile depending on the demand for individual goods. In such a business model, however, you need to use your own warehouse and, most often, be ready that some of the goods will remain there until the next high season.

Are you missing an idea of what to sell? Check out dropshipping!

If you are still not sure which direction your e-commerce business should take, look for inspiration … in wholesalers that specialize in dropshipping. It is a ready-made solution for those who are looking for quick solutions.

How exactly does dropshipping work? In this business model, your store acts a bit like a “sales representative” of a wholesaler. More precisely, your task is to sell products that are in the assortment of the selected contractor and then transfer the order for execution. Therefore, you only deal with the e-shop promotion process, customer acquisition and customer service. However, all logistics issues rest with your business partner. It is he who takes care of the continuous supply of goods to the warehouse, as well as its shipment to the end customer.

The dropshipping model is becoming more and more popular because those running this type of e-shops:
– operate under their own brand, which means that the wholesaler sends products to the end customer, stating the company that took the order as the sender,
– can be opened with great ease – you can even find ready-made packages that you just need to configure and start working,
– they give great freedom of action and investment without having to deal with all logistic challenges.

This, of course, does not mean that the income from such a business is effortless.

Regardless of the model in which you run your online store and with what assortment, the key to success is ensuring its high visibility and good reputation. Proposal? A good idea of what to sell online is only one side of the coin. The second is how you will run and promote your business. In this regard, it is worth using the help of experts. They will take care of about:

– SEO optimization of your e-store,
– planning a coherent and well-thought-out promotional campaign in appropriately selected channels (e.g. remarketing, advertising in social media, e-mail marketing, etc.),
– building a positive image of the website.

So if you already have an idea of what niche to operate in, it’s time to implement it, and then … promote and patiently wait for the results.

Hey Google, I’m here!

When Google recognizes our website, it is necessary to take steps to identify those elements that its users may find useful. The steps to encourage web crawlers to go on our side are mostly found in Google’s guides and webmaster manuals.

Basic activities focus on sharing your website and allowing traffic on it – both machine-made and human-made. Then, it is worth indicating the area with which the search engine should associate our site – e.g. by including keywords related to the industry within it. In the meantime, it’s also important to create access to a place where Google stores everything about our domain – Google Search Console. And then… then a more advanced part begins that should be discussed with a specialist!

But first, let’s focus on the basics and start positioning our site on Google!

Hey Googlebot, you’ve got Allow here

Positioning your site should start with the admission of web robots to your site. For old seo enthusiasts it is obvious, but for people who have not had any previous contact with robots, this issue may be interesting.

Internet crawler / indexer – a program whose task is to collect information about everything that is available on the Internet. There are different types of robots that specialize in collecting various data.

Googlebot performs a crawl – it goes through the links on the pages and indexes its content. The frequency of Googlebot visits to websites varies – visits may be repeated every few hours or every few days. Without crawling, it is not possible to display the page in search results.

Most of the web robots obey the rules imposed on them by the website. Information on this is contained in the robots.txt file and the “robots” tag located in the HEAD section of the page’s code.

Why is this information so important? When creating a page, in most cases you disable the ability to index your site, preventing robots from entering the page. Such action makes sense – an unfinished page, full of “lorem ipsum” or pictures of sweet kittens playing the role of place holders – will not be found in the search results by accident and will not mislead the potential customer. At the time of commissioning the website, the guidelines for web robots should be changed, but this is not always the case.

These types of mistakes are not uncommon and do not only happen to small players. In 2009, Skoda’s promotional campaign was widely discussed, in which the Internet search engine played one of the key roles. In the commercial, which was aired on television, it was encouraged to search for “Yeti kidnaps”. Problem? Access to the content on the page for robots was blocked in the robots.txt file.

The content of the result description is automatic information that appears when crawlers are not allowed to access the content. This situation is not conducive to website positioning, and the popularity of the slogan was used by the brand’s competition, quickly jumping over the website advertised on TV in Google.

Titles and descriptions

Page unlocked? Time for a title and description! The elements of the <head> section – title and description are the first fragment of your website that users encounter.

Both elements are also important, although it is assumed that the description (meta description) is of less importance from the SEO point of view. The title not only appears in search results, it also appears at the top of the browser tab.

The <title> element should contain information relevant to web robots and users. Keywords assigned to a given subpage have the highest priority here, and other information may follow them – for example, for industries such as road assistance it will be a contact phone.

The content of the title should be 65-100 characters long. Both values are approximate – for titles, this is where the number of pixels the title has been created is concerned. Google displays titles and lengths of about 460-600 pixels (depending on the size of the device we use), and in the case of longer ones – cuts the part and leaves a triangle, as you can see in the screen above. To make sure that the most important part of your title – your keyword – fits in the result, place it right at the beginning.

When it comes to <meta name = “description” content = “…”>, things are a bit different – its main goal is to encourage the user of the search engine to look at the site. When preparing a description, it is worth focusing on those aspects that make the website stand out from the competition. It is worth using the appropriate passwords – in the case of online stores, it will be e.g. information about free / immediate shipping. Call To Action should also be installed in the description – a password that will encourage you to take action – “Check now!”, “Find out more now!” and so on…

The description is limited to approx. 160 characters. When it’s too long, Google limits it to the appropriate size, leaving three dots at the end. The content of the description is available in the code of the website, but it is not displayed directly on it – its main purpose is to present the website in search engine search results.

During the process of positioning a website, analyzing titles and descriptions, and if necessary, changing them, it is one of the first steps that a positioner takes. Changing the above does not require technical skills, and in the case of popular CMSs, it is limited to placing appropriate content in dedicated places, usually marked as “title, description for search engines”.

Introduce yourself… or else Google will do it

In the absence of a title and description, Google decides what will be displayed instead of them. Unfortunately, sometimes Google also takes over when both tags are properly completed. In such cases, text fragments from the page appear in the SERPs containing the words and phrases searched by the user.

The lack of properly prepared title and description prevents the search engine from showing the most important keywords and finding the site in the right places in the search results. This hinders the procedure of positioning a website and associating it with a specific topic.

The presentation of topics and phrases important for our website and business also takes place through appropriate content. Content is as important to robots as it is to those more human users of the site. Each of them has their own preferences regarding its presentation… Robots like a well-described structure – texts with different headings – h1 as title and h2, h3,… as subheadings; subsequent paragraphs placed in the <p> tag, and the most important elements (keywords!) highlighted with <strong>. Additional description of it with the help of structured data will make the robot filter the content of the page faster (and more probably!). On the other hand, the web user will appreciate the structure of the text – its length, font size, breakdown into paragraphs, clarity of graphics and all other elements that will help accelerate the consumption and assimilation of the content.

Both aspects can be neatly combined, which usually has a positive effect on the visibility of the site in search results. Well-written and html-described text is popular among website visitors, and sometimes they even pass it on. Such action also stimulates its popularity among web robots, which translates directly into more frequent visits to the website and high positions.

What is website positioning?

Positioning is primarily emphasizing the advantages of a website, while eliminating all its disadvantages, in order to achieve the highest possible position in the search engine. Website optimization is nothing more than adapting to the rules that prevail in the Google search engine environment. It is these rules that are key to the order of the results displayed on the query.

Sounds simple and logical? Unfortunately, it is not – the above-described basic steps to be included in the Google index can be compared to putting the first track while learning to write – the title of a calligraphy master from this position is still far away. The following actions should be taken after the website is published and made available:

– optimization of its operation in terms of speed and efficiency,
– improvement of functionality, elimination of technical errors,
– appropriate description of the content of the positioned website – also using structural data,
– content analysis, creation and modification,
– activities aimed at extending the database of links pointing to our website,
– analysis of the effectiveness of these activities, and in the case of low effectiveness – changing the approach and building an improved strategy.

Positioning a website is a process dependent on many factors, including not only changes in the search engine algorithm, but also the specificity of the industry in which the promoted business or budget operates. Gaining SERP peaks requires consistency and constant control – the search engine is an extremely vital organism that is constantly being modified. Unfortunately, this causes uncertainty as to the stability of the position – which in the absence of appropriate and prudent actions – may result in spectacular mishaps.

In the case of positioning, it is worth relying on current knowledge and experience that allows you to develop an effective and safe strategy.