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.

What is the bounce rate?

The bounce rate also known as bounce rate tells you what actions and behaviors Internet users take on a given page (www subpage). Bounce rate is primarily interested in what percentage of users leave the subpage without performing any action, e.g. switching to a product card, blog, to the next article. The bounce rate is calculated for both the entire site and its individual subpages. Users’ actions that are included in the bounce rate are:

– Closing the card / page / subpage as soon as you enter it,
– Clicking the back button, i.e. back to the previous page,
– Clicking on the outgoing link,
– Entering a new URL after leaving the page,
– No activity on the site for 30 minutes after turning it on.

Where to check the page bounce rate?

The bounce rate is calculated using the formula. Self-calculation is not the best of ideas, however. To get to know him, it’s best to enter Google Analytics. It will show the bounce rate in different shots, e.g. traffic sources, paid campaigns, country or Internet device type. In Google Analytics, you can check the bounce rate for the entire site, as well as the most popular landing pages.

What should the bounce rate be?

The amount of bounce rate spends sleep on both website owners and SEO specialists. One of the most common questions is when the rate is too high, how much should it be, and is the bounce rate a situation that requires intervention?

Certainly the high bounce rate is not interesting for the site. It shows that the website or subpage is not interesting, encouraging for Internet users, and most importantly, it does not find the content they were looking for. A high bounce rate is a signal that you need to look at the website and make changes to it. What bounce rate should alarm and encourage corrective action? You definitely need to work on a page if your bounce rate is 80-90% for all sites or key subpages.

So what should be the correct bounce rate? There is no universal answer here. A different result will be a success for each site. Help in determining whether it falls in the “range”: may be the results published by Google, and telling about the average value of bounce rate for individual industries.

However, it is worth remembering that the bounce rate cannot be minimized to zero (if the bounce rate is actually around 0%, it is worth checking if the Google Analytics installation is not incorrect). Even in the case of the best websites, it has a level of 30-40%. It should also be borne in mind that a worthless visit to the website is not always included in the bounce rate. When measuring bounce rate, you always need to consider when you left the site. If, for example, an Internet user left the page after reading the blog article, then, as a rule, it should not be included in the bounce rate, even if then he did not make any other move. It is a desirable and expected action. Therefore, bloggers, news and current affairs websites may have a high bounce rate, despite the content they are interested in.

Therefore, measuring the ratio should be approached with great care. The recommended solution is to set the time in Google Analytics after which BR will turn on after e.g. 30 seconds.

In summary, bounce rate is an important parameter, but it is not the only determinant of page value. Analyzing it, it is also worth looking at other parameters, e.g. dwell time and on the basis of complete data giving possible corrective actions.

How do you reduce the bounce rate?

To reduce your bounce rate, you can do a number of things. Before you start, however, you must do an analysis of your site. At the beginning it is worth to select subpages that actually have a high bounce rate and analyze why a low bounce rate is recorded. This can be due to various reasons for specific subpages, e.g. home page – too low frequency of adding new content; product card – non-intuitive purchase process, contact subpage – no further way forward.

Knowing what causes a high bounce rate, you can plan and implement specific actions to counteract it. There are many possibilities here and you must always adapt them to the individual situation of the site.

The 3 most important things that reduce bounce rates

If you want to fight a high bounce rate, first of all you have to bet on 3 things. They significantly affect whether the site is friendly and attractive to the recipient.

– The first is good content, i.e. content placed on your website or blog.
– Another is to respond to users needs.
– The last is navigation intuitiveness.

If the first two points pose a problem with high bounce rates, then you need to correct the content and ensure better content. If the third point is a problem, then your site’s technical facilities will need to “fix”.

11 ways to reduce bounce factor

A. Simple and intuitive navigation
An Internet friendly website is the one on which it will be able to navigate simply and easily. It is worth remembering that what seems to be creative navigation for the creator, for the user can be an impulse to quickly leave the site and without getting acquainted with its content. The main menu, site map (larger websites), search engine, navigation buttons, call to action and other navigation elements should be designed so that the user does not think about the next step, but performs it automatically and moves to the next subpages.

B. Service readability
Even the best content or good quality product cannot be defended if it is presented carelessly. Lack of readability means that most Internet users leave the site faster than they appeared on it. So if you want to reduce the bounce rate, you should make sure that the content on the page is readable (large blocks of text are thrown away) – divided by headers, bulleted, bolded, written in clear font. Multimedia (movies and photos) should support the message. Readability is not only content, but also visual hierarchy, so-called whitespace (free space), consistent colors, adequate contrast, the right amount of information and CTA, consistent message delivery, detailing the most important information, e.g. purchase conditions.

In terms of page readability, it’s best to follow the KISS principle and remember that if the readability of the page is bad, all the rest doesn’t matter. It is also worth remembering that readability is closely related to design. And it’s not just about making the site look nice. Designing on a website should focus mainly on emphasizing the most important content, data, information, graphics and products.

C. Fast website loading
Today, nobody likes to wait – Internet users open their websites even more. You can check the page loading speed using Page Speed Insights. You should strive to make the tag as fast as possible, especially for mobile devices. If the tool shows that the speed of the site is unsatisfactory, then you will need, among others image compression, reducing the number of scripts or using the browser cache.

D. Compliance of website content with promises
Do you promise the client that he will go to the site, where he will find his dream vacation in France, and when he enters the site, he gets a vacation in Bali? Most likely, this means that it will leave the website quickly and thus be included in the bounce rate. To avoid this, you should work on matching your landing pages to search engine and keyword search queries. It is also worth suggesting immediately alternative articles / products on similar subjects and give the user a chance to make the next move, not to leave the site immediately.

It is worth mentioning here that in the title and meta description of a subpage, content should not use phrases that are readily searched, but have little in common with the content on the subpage. Even if a customer enticed by finding out something that interests him, enters such a subpage, it is almost a 100% guarantee that he will leave it quickly.

E. A large amount of practical information
Very often the reason for leaving the website quickly, if it lacks the most important information for the user. To help him find them, it’s worth including
– create a FAQ subpage,
– make sure the product card contains current and most important product information; the use of generalities is not recommended;
– is the website lacking information on how to order a service / product, price list, directions.

F. CTA leading to subsequent events
The CTA buttons are intended to persuade the Internet user to perform further actions on the website and move to its next parts. They should be designed and arranged so as to create a clear and legible path, e.g. for product purchase, contact form, quote. Call to action on the site can appear in the form of buttons, banners or external links. It’s best to mark them with a different font color that will stand out from the rest of the texts. On a site without CTA, the user will have to look for subpages to which he must go in a given order. This lack of help may result in you leaving the site quickly.

G. Social evidence
One of the conditions for staying on the website by the Internet user is its credibility. If he finds that the site does not inspire trust, he will deny the content on it in advance and leave it quickly. To avoid a high bounce rate, it’s a good idea to social evidence. Thanks to this, users will be shown from a good side. References, opinions, reviews, customer photos are considered social evidence.

H. Lack of intrusive advertising and pop-ups
Pop-ups, video gadgets and consent messages can effectively discourage you from staying on the site for a long time. If at the very beginning the user is attacked by various messages and cannot reach the information he is looking for, he will quickly leave the page.

I. Responsive website
It would seem that today you do not need to talk or remind anyone about responsiveness. However, it turns out that still many sites are not adapted for mobile devices. Meanwhile, much of the traffic comes from them – on average 70%. The user who browses the pages on the phone will almost certainly leave those that display incorrectly.

J. Accompanying events
There are subpages that naturally don’t generate any further activity. These include, for example, a subpage with a blog article or contact tabs. The user, finishing reading the article or checking the phone number, closes the subpage and leaves the website. However, there are ways to extend his presence on the site and encourage these activities. How to do it? It is enough to attach accompanying events to a given subpage. Behind this concept is, e.g. subscribing to the newsletter, completing the form / survey, clicking on the phone number or reading the product cards.

K. Regularity of content
If you run a blog, regular delivery of new content will affect your bounce rate. Most readers follow social media entries and reach their destination from there. Permanently sharing and redirecting to one and the same article means that the reader will quickly leave the text he has already read. Providing up-to-date content is not just important on a blog. If, for example, the data from the 2000 landing page is given, the customer may be discouraged and look for fresh information.

Summary

Many bounce rates are awake at night. Taming him is often not as difficult as it seems. The ground is a good analysis of the reasons for high bounce rate. In some cases it may turn out that it is not a bad thing. However, when the bounce rate is high, it’s worth starting to act. And then verify if the actions bring results. This is best done using A / B testing. They consist of saving the bounce rate for a given page, then implementing change (one) and verifying whether the bounce rate has decreased.