It’s best to use methods that have proven themselves many times. Of course, you can rely on momentary inspiration, dazzle or a rush of ingenuity, but if you want to achieve consistently good results, bet on what just works.

Persuasion in sales copywriting boils down to the use of proven principles. Copywriters who are convincing know how to appeal to specific human desires and needs. Their understanding and ability to use this in the texts will allow you to increase the effectiveness of your messages, i.e. the strength of their persuasion. But what are the rules of knowledge? Let me explain!

People value what is not enough

This rule says that people are more willing to buy a product that is (or will be soon) short of. This means that the value of a given item increases as its availability decreases. Some products are bought because of their usability, appearance or capabilities, and others because of their uniqueness.

Sales copywriting uses this dependence for a long time and in various forms. See how you can increase the value of your product or service in the eyes of customers, guided by the principle of shortage.

A. Quantity
“Limited Edition”, “Collector’s Edition” – these are messages whose limitation refers to quantity. They work great in B2C sales. It is used by footwear and clothing brands, producing children’s toys and many others.

Example:
“Only 200 pairs of limited edition XYZ fluorescent shoes will go on sale on Friday!”

B. Time
In the context of this limit, products are sold within a specified time frame. This can be seen great on the online course market. The authors, long before opening sales, intensively promote their product, then opening its sale for only a few days or a week. Time pressure makes people make purchasing decisions faster – they are aware that the offer is not eternal.

What do these messages look like? Maybe you associate mailings like:
“Last 2 hours! We are closing the sale of the XYZ course in a moment ”

C. Threat
If you do not take specific action, the existing privilege or convenience will disappear. This method may be associated with a shortage of time, but here it is about permanently depriving the recipient of a specific opportunity – this is the basis of the message, not the deadline. See:

“The plan to close the local confectionery factory is due to the low number of visitors. So take your toddler there or lose this opportunity! “

D. Targeting
The product or service is directed to a selected, specific group of customers. These may be people who have previously bought a specific item and now you would like to sell them something else. It is worth pointing out that the offer is only available to them because, for example, they have fulfilled certain conditions.

“How is your new coffee machine working? Because as one of the few customers you bought it online from us, you can get coffee capsules 50% cheaper! “

E. Invitation
The service is available only to people who will be invited, e.g. by one of the current users. This not only builds the impression of inaccessibility and exclusivity, but also increases curiosity.

“Our new functionality is currently only available in beta. You must receive an invitation with a link to access it. “

From a psychological point of view, the shortage principle used in sales copywriting is effective because it is based on the loss of some opportunity and fear of regret.

If a product is available all the time, the customer feels confident and at ease – he knows that he can buy it at any time. He has the freedom to choose whether he will do it now or in a week. However, when you suddenly limit its availability, the customer loses this opportunity and reacts against this change by buying a product.

At the same time, people have a strong fear of regret, that is, they are afraid that if they do not buy the product now, when they have the opportunity, then they will regret it. If this fear is strong enough, it is easier for them to spend money – they treat this investment as a form of security.

Traps

When using the principle of shortage in your copywriting, remember to do it properly. If you want it to work in favor of your offer, you must use it in a thoughtful way. Below are three basic rules that you need to keep in mind.

– Deficiency should not be the main advantage / value of the offer – it’s just an add-on that strengthens the basic message,
– If you produce something massively and at the same time try to support sales, e.g. with the slogan “limited collection”, do not count on spectacular effects. Similarly with discounts: if the same “Last sale days” banners have been hanging from store display cabinets for several weeks, people will quickly stop believing in this sale. Your message must be consistent with what you really do,
– Not every product / service can or should be promoted with the support of the shortage principle. The sales model for everyone, without any quantitative or temporal restrictions is also appropriate. Which path you choose depends on the overall brand strategy and the campaign.

Sales copywriting often raises sympathy

We buy more willingly than those we like. Among other things, this is why well-known actors, singers and popular Youtubers appear so often in commercials. People are more likely to follow the directions of the people they identify with, who are familiar, have similar views or are a role model or authority for them.

How can a copywriter use the crush principle as a form of persuasion? After all, he does not meet his recipients face to face. Only words are available. Or maybe a word?

Usually, sales texts focus immediately on the benefits of purchasing a given product or service. However, if you want to arouse sympathy at the beginning, you can start the content with a skillfully written compliment. See an example:

“If you work remotely, you know perfectly well that it doesn’t mean all day in bed with a laptop on your lap. If you work effectively, you probably already have a great time management or avoid distractions. To make 100% remote work you need to solve only one problem … “

Such an introduction shows that you understand the situation of the recipient, identify with him and at the same time appreciate how much he has achieved on his own. In this way, as a copywriter, you will find a common language with the reader from the very beginning, thanks to which he will be more eager to find out what you have to say to him.

The principle of sympathy, like any technique, must be used skillfully. Its foundation is proper knowledge of the recipient – his needs, everyday life and expectations. It will be difficult for you to create an effective text if you set too broad a target group. The narrower it gets, the easier it will be to personalize your message.

Write also about the disadvantages

Copywriters very often focus only on the benefits and benefits of the products or services they describe. They try to show them in superlatives, which often creates a seemingly unreal image of the offer. Because are there ideal things? They may exist, but people rarely believe in them – especially when they have to buy something.

Much faster and easier you will gain the trust of the recipient and arouse credibility when you also write about the disadvantages of your product or service. In this way you can also position it for specific clients.

Someone is looking for the cheapest solution and you offer it, but at the same time there is a doubt about quality? Explain to the customer what the lower price is for.

“Our product is cheaper because we gave up several functions almost unused by customers, and instead we focused on refining key functionalities. Thanks to this we have obtained optimal quality in relation to the price. “

Why is such a description more effective? Because it contains a logical explanation and at the same time an assurance that the basic functionalities (i.e., most likely the reason why the customer wants to buy it when it comes to the bottom price shelf) will work flawlessly.

Show the specifics

By accessing websites you can find many terms saying:

“You will achieve success with us”
“We respond quickly to any requests”

Do you know what connects them? That they actually say nothing and do not inform about anything. Because what does “success” or “quickly ” mean? Probably something different for everyone. General statements and assurances do not sound credible and poorly sell, because the recipient does not see in them specific values for themselves and their business.

By adding specific information, you can easily increase the persuasive power of your messages:

“With us you will increase your revenue by up to 30% in 6 months”
“We respond to all requests within 24 hours”

Do you see the difference? Which message would inspire your trust faster? Similarly with the customer – specific information increases the credibility of the content.

Rely on authority

Do you remember that people are more eager to buy from the ones they like? But not only from them. They value and are ready to succumb to the suggestions of those whom they consider to be experts in a given industry.

Therefore, use authority as an argument. Include in your texts expert statements (e.g. scientists in a given field), links to research or statistics. Make sure that the information you provide is well-founded.

Remember that the authority you refer to is to be an authority primarily for the recipients, it does not necessarily have to be for you. Ads very often use images of teenage stars to promote cosmetics for young girls. Of course, actresses usually have no idea if the compositions of these products are good and they themselves, e.g. pleasant to use, because they do not use them.

However, the involvement of female fans is so great that it is enough to remove their pretty face with a given cosmetic and a short description to convince the girls to buy. This is an excellent way to show how persuasive authority can be, even unjustified.

Summary

The above techniques will help you relatively easily increase the effectiveness of your sales copywriting. You don’t have to use all of them – at first, get to know your target group well, then think about which methods will be most effective in your case. Often more is not better.

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.

– Definition
Usability in SEO Copywriting is to provide users with the information they need in an accessible way when preparing content for positioning. This is one of the more important features of SEO texts that copywriters sometimes forget about when creating texts with relevant keywords, but without answering the questions that bother readers. Without usability, content will not have adequate substantive value that will allow the reader to choose the right product or service. At the same time, it is an important element of web usability, i.e. all factors determining the functionality of a website for users using it.

– Application in texts
When creating content, the copywriter should be aware of what the user can expect, what issues raise his doubts and what he is looking for online. Then he should try to fulfill them in a clear, clear way so that his message is understood by a person who does not have extensive knowledge in a given topic. Remembering usability and wondering how to write SEO texts correctly, you should also take care of other elements affecting web usability, i.e. a properly created visual layer of the text and its availability on the site.

The most important features of useful content for SEO Copywriter

We will briefly present in this text some of the most important principles that SEO Copywriter should follow in order to construct statements that are useful to recipients of their content that meet the principles of web usability. The basic activities that are used to create content that fulfills the task of usability are:

– simplicity of communication and compliance with the KISS rule,
– creating a persona, i.e. a portrait of a potential recipient of content,
– providing only useful information for users,
– adapting the content to the rules for creating texts for the Internet.

The simplicity of the message

An important feature of usability and web usability is the creation of content that will be simple and understandable to the average user. When writing about car batteries, for example, it’s impossible not to use professional phrases related to its construction and parameters. However, this should be done in moderation and ensure that every user, even one who has little knowledge in the field of motoring, can obtain useful information for their needs. The KISS rule is connected with this, in the light of which texts should be created without unnecessary additions.

KISS (Keep it Simple, Stupid) is currently one of the important principles not only of SEO Copywriting, but also of the entire marketing industry. These words are already over 50 years old and are attributed to Kelly Johnson. It was an American aviation engineer who recommended the construction of machines in such a way that any mechanic could cope with their maintenance and repair. This quote became so universal that it later found its practical application in many other areas of life.

When applying the KISS rule, it is worth remembering to be moderate in creating content, according to the advice: “Write straight, but not simply!”. When creating content in an accessible language, you must remember about the language correctness. The simplicity of the message can not be associated with stylistic or linguistic errors, as well as indecent words!

Creation of the persona

Creating a persona is a very important step in creating content that complies with web usability. This is a portrait of a typical recipient of our content who will be interested in using our services or buying a product. By performing this action before writing the text, we will know what our potential customer is looking for, and thus providing him with the information he needs to make the right decision – that is, take advantage of our offer – will be easier.

By creating persona you will know the basic information about your standard client: how old he is, what he does professionally, what interests he has, as well as many other features that will not only help to achieve user satisfaction and increase sales results. They will also facilitate SEO Copywriter writing texts and allow you to create a text scheme that will be useful and valuable in terms of web usability.

Facebook can also be a useful tool in creating persona. Thanks to the data contained in this social network, we can have a clear picture of users responding to our business: likes, commenting and sharing our posts.

Providing relevant information

It often happens that we read a text with several or even several thousand characters, but after reading it we have the impression that we have not found anything interesting. It is very possible that we will not get through it, because most of the content will be useless to us. The so-called. “Pouring water” certainly does not promote the usefulness of SEO texts and web usability. The copywriter should include the substantive issues to the maximum extent possible. The previously mentioned persona is connected with it, thanks to which it is possible to determine what information the potential customer will be looking for and such data should be received.

Content creation in accordance with the principles of webwriting

The place in which we publish content determines how they are placed so that they are most useful to the user. In the case of websites, such rules are set by webwriting, i.e. the technique of creating content for online needs. The features of utility mentioned earlier are closely related to it, namely simplicity and brevity. It is also worth applying other web usability principles:

– include the most important information at the beginning of the content to attract the reader’s attention,
– use short sentences, without multiple constructions,
– use friendly formatting: short paragraphs, headers, as well as bullets that will draw the attention of “scanning” the content of the recipient,
– use visual materials: photos, graphics or multimedia.

Summary

Caring for usability in SEO Copywriting, which is an important element of web usability, is one of the most important rules for people writing texts in terms of positioning. Without complying with it, the texts can become completely useless to the recipient. Therefore, it is worth following the following guidelines:

– When writing SEO texts, you should focus on a maximally simple and understandable message, and at the same time correct in terms of language.
– It is extremely important to create a persona, i.e. a portrait of the universal recipient of our content, thanks to which it will be easier for us to adapt the appropriate content to users. At the same time, it will affect the effectiveness of our activities.
– Users want only useful information, so you need to limit the use of unnecessary content that is not related to the topic.
– Adapt the content to the rules that prevail on the Internet – prepare texts that are visually attractive, including multimedia materials, containing the most important information at the beginning of the text, using webwriting and UX writing techniques that affect web usabiility

UX writing is a writing technique that complies with User Experience, i.e. the user’s experience on the website, adapting the content to the usefulness of the recipient. You can read more about UX writing in the future text of our web usability guide.

The usability of content is only one of the elements, although very important, belonging to web usability. We will describe this issue in more detail in one of the next texts on our blog about positioning.

Website positioning for free

Running a professional business is connected with the necessity of incurring many costs. Paying salaries, renting an office, bill payment – these are just the basic expenses to consider. So wouldn’t it be beautiful if some useful advertising tools and forms were available for free? Or maybe you need to put cost-free positioning between cartoons? Before we have to solve the mystery of website positioning for free, it is worth to outline what it really is and what factors can influence the success of our efforts. If you do not spend money on positioning, you will definitely spend on it … your time!

Positioning from scratch

Creating a website is a relatively simple process. Difficulties arise when it is to acquire appropriate coverage and reach a specific group of recipients. The dream of most e-stores is that after the user types a given category or specific product, their platform appears in the first place or at least on the first page in the search engine.

Remember, however, that creating a page is just the tip of the iceberg. Even if it is done respecting the basic principles of SEO, it will still have to work out its place in the search engine.

The task of positioning is to help in this. Everything, however, requires skilful distribution of planned operational activities. Developing a schedule for implementing the necessary modifications allows you to increase control over the process of adapting your site to the requirements dictated by search algorithms. A number of actions necessary to take include optimization of meta tags, content on the page, graphics used and links posted. It may not sound so bad, but when you have an online store and we are talking about optimizing hundreds or thousands of product pages, then it gets interesting.

In addition, you must also remember about other improvements that will allow the smooth functioning of the site (e.g. by eliminating unnecessary duplicates). The list begins to grow as the company begins to increase its reach and becomes more and more popular. When you manage to join the strategic group of market leaders, you should monitor your online presence and respond quickly to any changes.

So conducted SEO activities – or more generally positioning – is a path leading straight to success. However, before you catch up and overtake the competition, you have to spend a lot of time in the peloton of this specific race. The use of cycling metaphor is not accidental, because there are many seemingly imperceptible analogies between these two areas. The best results are achieved by players who have full comfort – they have excellent technical facilities, and the sponsor’s support allows the purchase of high-end equipment. Although cycling is an individual sport, the whole team works hard for individual successes. It is no different in the case of positioning.

The first few laps, or how to overtake the competition?

There are two strategies that can lead to positive SEO results. The first is painstaking individual work. It largely involves independent search for solutions, which means the necessity of using trial and error methods. At the initial stage of business development, a good start is the basis, which is why a large number of mistakes occurring at the very beginning can make the time for prosperity not come. You can put a lot of effort in the process of positioning the page, but without a proper budget and substantive support, it is difficult to obtain positive and long-lasting effects.

It is worth focusing on a second strategy. This is a variant in which the owner of the page asks for help to a professional company, fluent in SEO activities. The solution is beneficial not only during the initial phase of preparing the concept of brand presence on the Internet. At every stage of the company’s activity, you can reach for the experience and knowledge of specialists. This substantive and technological base allows not only to save time, but also money.

Before decisions are made regarding the will to cooperate, the recommended action is to audit the website. Some companies offer this option completely free. At a rapid pace, reaching up to 20 seconds, you can check which elements of the current web page are working incorrectly, what to improve, and which aspects do not require modification. We are talking here about automatic audits, which of course operate to a large degree of generalization – if we are serious about positioning and want to allocate more funds to it, then it will be reasonable to order such an audit to a specialist.

Free positioning tools

Once you have successfully carried out the WWW audit, you can start your adventure with positioning on your own. As already mentioned, although individual work brings results only to a certain extent, it is worth at least taking this effort to be better prepared when talking with SEO specialists. The use of free positioning tools allows you to learn the basic concepts and principles on which the whole process is based.

Every day, most Internet users use Google search and only a few remain faithful to solutions such as Bing or DuckDuckGo. This is for a reason, because it is this gigantic company that has several tools in its portfolio, the use of which helps to elevate the site to the highest positions. Here are some examples that are most useful in business:

a) Google Advertising Academy
Before choosing specific solutions, you should familiarize yourself with the entire system of related opportunities that Google offers. Although the Academy of Ads deals strictly with advertising campaigns, it contains valuable knowledge about how to use Google Ads, Google Analytics or the Double Click platform. Completing virtual training gives you a broader understanding of not only positioning, but also any activity in virtual space. Graduates of the Google Advertising Academy receive certificates, which are an additional asset because their possession is appreciated by the best positioning companies.

In Academy for Ads you will not find direct references to the positioning process, but you will learn the specifics of how Google search engine works, how customers navigate and how to use analytics to achieve business goals. That’s why it’s worth it.

b) Google Keyword Planner
This extremely useful tool facilitates selection of key phrases. It is especially useful when circling a product and service promotion plan. Google Keyword Planner allows you to choose the right solution when developing your Ads campaign and of course – for positioning. An additional advantage is the function that provides verification of the number of queries for specific terms entered by Internet users in the search engine.

The clear interface gives full insight into statistics on selected operations performed on queries and forecasts of the effectiveness of operations. The results are given on an average monthly basis, taking into account the relevance of a specific key phrase. To use Google Keyword Planner you must have an advertising account in Google Ads (formerly: Google AdWords). The tool suggestions result from the ongoing analysis of data flowing into the Google database.

c) Google Analytics
A basic tool that should be familiar to anyone who is going to get involved in professional site positioning. From the statistics set you can read, among others at what times the website and specific subpages are most often visited, and in which places in the world there is interest in a given website. Traffic analysis is a key factor in the effectiveness of SEO because it gives an overview of the profile of users interested in the product or service.

What’s more, Google Analytics can indicate how potential customers came to the page. Based on only this one information, you can evaluate the effectiveness of the marketing strategy implemented so far and possibly make new assumptions about communication channels with recipients. In direct translation into SEO activity, this means a change in keywords in the positioning process. Having full control over online marketing activities allows you to better respond to the real expectations of customers.

d) Google Maps
The user types in the search query. When it is possible to find the right company that provides a specific service or has the dream product in the range, the internet user makes the key decision – he intends to visit a point of sale, restaurant or hotel. A business card created in Google My Business points to a specific location.

At this point, Google Maps comes to the rescue. This is one of the most recognizable and most frequently used solutions of the American company. Few people know, however, that it is also a great positioning tool. Integration with the search engine allows not only to find the location on the map, but also to lead the client to the destination. Having a tag with the right name allows you to be among competitors.

e) Google Search Console
Another tool after Google Analytics and Keyword Planner that is hard to do without. It’s a free platform for professionals involved in website administration. Its task is to monitor the site and to control the indexing of pages. Google Search Console is an extensive analytical database which contains information about links to the site, possible errors and keywords contained on the page.

Website positioning for free and the help of professionals

Examples of solutions that have been successfully presented are available for free to every Internet user. However, as any statistics prove, it is not the number of data collected that counts, but the ability to interpret it. In addition, you need to spend a lot of time devoted to product or service development to become familiar with all the features of specific proposals.

Positioning sites for free will certainly prove very time-consuming. So it all depends on whether you can afford it or if you prefer to devote yourself to another part of your business activity.

When a company aims at positioning a website, it is a good idea to report the needs of an SEO agency. Many years of experience and knowledge that specialists have at their disposal allows us to accurately respond to business needs. The advantage of this output is the fact that all the tool is received in the package together with the service provided. This is a huge saving of time and money. Hard to believe? It is worth getting acquainted with the materials available for free on the Paraphrase-Online.com  blog, which prove that it pays to invest in positioning.

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

A rigid framework for creation

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

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

Who wrote that he didn’t show off?

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

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

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

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

SEO copywriting – two birds with one stone

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

You will know them by their fruits

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

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

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

To understand is to want more

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

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

There is a lot going on in the marketing industry, which is why – even after acquiring basic knowledge – you must always be up to date. The preferences and expectations of potential customers are changing, which forces modification of marketing techniques. You can get this knowledge from various sources – also without leaving home.

Trade literature – for a good start

It is worth starting your adventure with marketing from the industry literature. There are books that every marketer should know. They are a kind of Bible. They contain a lot of valuable information – the basics that are the starting point for further exploration of the secrets of this industry.

However, you must remember that marketing books become obsolete quite quickly. Therefore, relying on industry literature alone is not enough.

Use internet resources

The Internet is a real treasury of knowledge – also in the field of marketing. It is worth using the resources gathered there to update information and broaden knowledge of currently used marketing techniques.

– Industry portals – Trade portals dealing with marketing are a must. Check back there systematically to get knowledge about e.g. trends in running a marketing campaign, use of tools, etc.

Read articles written by experts, follow publications on case studies, monitor events on topics related to broadly understood marketing. Thanks to this you will be up to date.

– Social media – No, that’s not a joke. Social media can provide a solid portion of marketing knowledge. Take for example the popular Facebook – often associated primarily with the “time killer”. It will become a very useful tool if it is properly filtered. All you have to do is unsubscribe from Fanpages that contribute nothing or hide notifications. Instead, it’s worth joining groups that provide valuable content or valuable marketing discussions.

If Facebook is the only social media in which you mark your presence, it’s time to change it. Join LinkedIn – a website that allows you to manage your professional identity, which facilitates establishing professional and business contacts. It also gives access to valuable articles created by industry experts.

Twitter can also be a good source of knowledge. All you need to do is follow people considered to be marketing specialists.

– Blogs – Blogs run by an experienced marketer also constitute a huge portion of knowledge – often supported by real-world examples. Check which people are considered industry experts and follow their entries. Subscribe to the newsletter to receive not only notifications about new articles, but also additional materials, e.g. e-books, reports, etc.

Remember that blogs are run not only by individuals, but also by companies. And they are worth considering – especially if they are considered industry leaders.

– Webinars – Participation in webinars devoted to marketing is a huge dose of knowledge. Conducted live on the Internet by industry experts, they provide a wealth of valuable information – including information that you will not find in industry literature.

Participation in online lectures does not limit the two-sided communication model. And here, as during stationary seminars, there is the possibility of asking questions. Thanks to this, the participant has a chance to get professional advice – and it’s completely free.

Wondering how to find out about upcoming webinars? If you follow the activities of known marketers on social media, you won’t miss any information.

Start participating in industry events

Conferences, meetings, lectures – be wherever you talk about marketing. Participation in industry events is another opportunity to broaden your knowledge and … make contact with other marketers – at least at a basic level it will be very helpful.

Participation in such events is a very valuable experience – especially as speakers are often invited not only the greatest American experts, but also specialists from Europe, Asia or Australia. There is a good chance, however, that at some point you will decide that apart from the “dose of energy”, you do not get much out of such events. Then a good idea for acquiring specialist knowledge will be participation in marketing training.

Take part in training

Participation in training is another way to gain knowledge in the field of marketing. You won’t have much trouble finding the right course – all you have to do is determine what topics interest you. Do you want to start from scratch and get general information? Or maybe you care about specific issues or a narrow thematic scope?

Remember to approach your training company wisely. Price is not an indicator of the quality of training. Get acquainted with the achievements and opinions of participants. Check who the course leaders are – good if they are not only theoreticians, but above all they know marketing from the practical side.

Everyone who wants to explore their knowledge has this chance. There are many possibilities in this respect – all you have to do is want.

Google Ads – search engine internet campaigns

If you want to increase your visibility in the search engine, you should bet on a Google Ads campaign. It’s a great solution for those who do not want to wait months for positioning effects. Thanks to paid advertising, your website will appear in search results for specific keywords.

What does it look like from the user’s point of view?
Enters a specific keyword into Google search engine, e.g. cross-country skis. Ads appear at the very top of the search results – they have a green label ‘advertisement’. By clicking, you are directed to the website. For users, Google Ads look exactly the same as organic results. However, they display above organic results, making them more visible.

It is worth noting that thanks to Google Ads you can use other forms of advertising – both in Google search engine and YouTube.

Text ad for mobile devices
It allows the user to call the searched company by phone. Thanks to this, you can make quick contact, e.g. if you want to order a pizza, make some extra keys, rent a car.

Dynamic ad
It’s also a type of text ad, but the way it is created is slightly different from standard ads. In this case, the advertiser indicates only one description line, while the headline, landing page and keywords are chosen by Google.

Advertising on YouTube
This is an offer for companies that have video material at their disposal. You can choose from: 6-second non-negligible movies, longer commercials appearing as “cutscenes”, films appearing as suggestions for further video materials.

Advertising in Gmail
Advertising messages can go directly to the user’s mailbox. By clicking on them, the recipient is redirected to a specific website.

Advantages of Google Ads

In Google Ads, although it is a paid advertising campaign, it is worth investing. This option has many benefits and is extremely effective.

Long range
The ad reaches a very wide group of users, including potential customers. All they have to do is enter certain keywords in the search engine and your ad will appear.

Quick effects
Google Ads allows you to achieve quick results – unlike for positioning. In this case, the website appears at the very top of the search results even the next day after creating the campaign. So you don’t have to wait many months for the site to appear in TOP10. It’s a great solution for companies that are just starting to implement an online campaign.

The campaign can be adapted to the budget
Keyword Planner is a tool that allows you to estimate the cost of advertising using a specific phrase. Thanks to this, you can plan your campaign without exceeding your budget.

Convenient effects monitoring
Ads displayed as part of Google Ads can be constantly monitored and analyzed. This allows you to estimate the profitability of the campaign and make modifications if necessary.

You can use Google Ads yourself. However, if you are taking the first steps in this field, it is better to ask a specialist for support. You can apply to a certified agency that will carry out an effective campaign for you – in line with your goal.

Content marketing

Content marketing is an alternative to traditional forms of advertising. It allows you to expand your customer base through valuable content published in many places on the Internet. It has long been known that direct advertising messages are no longer valid. Nobody wants to be “attacked” by intrusive ads, which is why they are immediately rejected by the recipients. It is completely different in the case of content marketing – here valuable content is intertwined with a subtle incentive to take advantage of the company’s offer.

As statistics show:
– up to 95% of buyers gain confidence in the company after having familiarized themselves with the content available on the web,
– as much as 96% of users search for information on products / services from industry leaders.

Therefore, it is worth taking advantage of the opportunities hidden in content marketing and strive to become an expert in the eyes of recipients.

Types of content marketing tools
Content provided to users may take various forms. You don’t have to limit yourself to one thing – it’s worth carrying out on several levels at the same time.

Company blog
You can share your knowledge through blog articles. Good if they have a guide form – it increases the chance of being interested in entries. Choose relevant topics from the point of view of potential customers.

Webinars
They are an alternative to stationary conferences and seminars because they are conducted online. The advantage is the ability to conduct a dialogue with a potential customer, which increases his involvement.

Thematic articles on external websites
Thematic articles published on external portals (also as sponsored articles) increase brand awareness and at the same time build the image of an expert.

E-Books
E-books are the content of presenting in the form of guides, reports and many other publications – longer than standard articles. Shared on the web, e.g. in exchange for providing an email address, provide a lot of interesting industry information. Publishing e-books on the Internet helps in: generating leads, building the image of an expert, promoting the company. All this will translate into increased sales.

Advantages of content marketing
Content marketing has many advantages, thanks to which the conducted Internet campaign will achieve the assumed business goals.

You increase communication range
You can expect an increase in website traffic. If the messages are really good, the content has a chance to spread virally, reaching a very wide audience.

You are strengthening your position on Google
Google loves valuable content that is useful to users. That is why published articles – on blogs or external websites – can contribute to an increase in position in search results.

You inspire consumer confidence
Providing useful content that helps solve a specific problem helps build consumer confidence. By becoming loyal recipients, sooner or later they will transform into active clients.

You will become an industry expert
By publishing high-quality content – on a blog, external sites, etc. – you appear as a specialist in the industry. In this way, you not only build brand awareness, but also inspire trust. This translates into an increase in orders – shopping with an expert is a guarantee of safety and good choice.

Do not think about this form of online campaign. Content marketing allows you to get up to three times more potential customers than paid search engine advertising. Develop a strategy (alone or with a content marketing agency), and then start acting.

Facebook

Most of the users are active in social media, with Facebook leading the way. So it’s worth running an online campaign there to reach a wide range of potential customers.

The basis of any actions is the creation of Fanpage (FP) – a website through which regular and potential customers will communicate with the company. However, it will be useful not only for establishing relationships with recipients and engaging them in activities. It is also invaluable when you intend to use paid advertising displayed as sponsored.

A Facebook campaign may include:
– systematic conducting of FP – among others adding entries about your offer, what is happening in the company, etc.,
– paid advertising – can be displayed on the user’s board as a sponsored offer or in the box on the right.

Types of campaigns on FB
If you want to make the most of Facebook, set your goal first. Depending on whether you want to convert, build brand awareness or post related activities, for example, different types of campaigns will work.

You can choose:
– website promotion,
– promotion of posts,
– clicks.

Advantages of an internet campaign on Facebook
The presence of the company on Facebook and running an advertising campaign brings many benefits.

Real-time interaction
Facebook allows you to interact with users in real time. This has a positive effect on the image and at the same time allows for quick matching of products / services according to the clients’ needs.

The opportunity to increase brand awareness
You increase brand awareness thanks to posts and paid advertising. The company becomes recognizable, which increases the chance of gaining new customers. It is worth remembering to provide recipients with quick answers, place interesting content, etc. Positive experiences will help to achieve the set goals.

Access to analytical tools
By running a Facebook campaign, you gain access to practical analytical tools. Thanks to this, you can evaluate user behavior, post reach, number of likes, shares, etc. This allows you to modify campaigns to ensure their highest efficiency.

Campaigns in other social media

You can also be active in other social media. Being on Instagram is a great solution if, for example, you run a restaurant, clothing boutique, jewelry store, etc.

It is also worth to mark your presence in LinkedIn – especially if you make B2B offers with your offer. The internet campaign on this website allows for high precision targeting, which translates into the possibility of reaching even a very narrow group of specialists. You can run the internet campaigns presented above at the same time. Such multifaceted action will help achieve business goals in a much shorter time.

Online store advertisement

This is a mandatory element of the promotional strategy – regardless of whether you are just starting out in the world of e-commerce, or have been running it for a long time, gaining good results. Your competition is not asleep, so you need to ensure effective communication with customers – potential, but also current and those who have purchased from you in the past.

However, you may wonder what the costs of such an investment will be and, equally important, how long it will take to lead customers through the marketing funnel towards the finalization of the transaction. The answer is short: it depends. If you expect unambiguous, very specific information, well. This does not exist, because there are many factors to consider when estimating costs and payback times. What? About this in a moment.

What does the online store advertisement look like in practice?

Before you even start thinking about the time and costs that effective online store advertising requires, it’s worth realizing how broad this concept is. There are many ways to promote an e-store on the Web. The most important are:

Google Ads

How can customers get information that you run an online store and offer the products they need? One of the key search channels is of course Google. You use it yourself when you are interested in specific products.

As part of Google Ads, you have a number of options.

First: AdWords campaigns (Google Ads), i.e. sponsored links. What is the point Simply put, when a user enters the keyword for which your store is being promoted, a link to it will appear above the organic search results. It’s a simple and quite effective way to increase conversions in a short time.

Secondly: banner campaigns on external portals – the advertisement will be displayed on various types of websites that work with Google Ads, and you will pay for page views / clicks on them. This method of promotion is quite effective especially if you decide on the version using remarketing mechanisms.

And what is remarketing itself? It is a strategy based on displaying personalized advertisements to recipients – matched, among others to what they were looking for online before. For example, if a potential customer visited your store and viewed specific products, remarketing mechanisms will allow them to display banners with advertising on this topic. Thanks to this, step by step, it will move deeper into the marketing funnel, towards the final finalization of the transaction.

It is also worth mentioning the relatively new tool, which is Google Shopping. After setting up your campaign, your product offer, along with the price and a direct link to the purchase will be displayed in the search results.

SEO and SEM

An equally important aspect associated with online store advertising is visibility in search engines. The higher it is, the better organic reach you get. As a result, what is important, the cost of advertising campaigns themselves can be lowered, because activities through different channels will support each other.

In this aspect, it is worth ensuring above all the optimization and positioning of the online store – including preparation of unique content for descriptions of categories, subcategories, and if the budget allows you – also products. Equally important is the expansion of the blog (with long-tail positioning in mind) or building valuable links.

Online store advertisement in social media

This is not just about running a store fanpage on Facebook, although it is of course the basis of all activities. In the case of e-stores, however, paid promotion is important, especially since this portal provides many attractive opportunities for e-commerce. In addition to the typical ads in the style of “sponsored links” / banners, which go to the column next to the main, or news feed, sponsored posts play an important role. They can take different forms – including e.g. carousel with products.

On Facebook, you can also use remarketing mechanisms, and because of how popular social media are, investment in promotion through this channel will pay off.

How much does it cost and how long will it take?

As you can see, in this sea of possibilities it is quite easy to get lost – especially since in the case of PPC campaigns or Facebook advertising, the system leaves you almost complete freedom in determining the parameters of the campaign, including its budget, as well as its duration.

Of course, you can be tempted to experiment and set everything yourself. Nevertheless, if you are not an experienced marketer, it is very likely that … you will throw money away or achieve less than you could by investing a similar amount in cooperation with professionals.

Together with experts:
– circle target groups and customer persona – so as to be able to direct the campaign to recipients with high potential,
– you estimate what budget will allow you to increase ranges for those you jointly set up – the sum depends, among others by store size, planned ROI or competition in your industry,
– set the duration of individual stages of the campaign and its course.

Specialists will also conduct analytical activities on an ongoing basis to check how the published ads are received and, if necessary, modify their content or form to obtain better results.

As you can see, to find out how long your online store ad will last and how long it will take for you to see measurable effects, it’s best to talk when looking at a specific store. Therefore, contact our specialists without obligation and you will receive detailed information.

SEO optimization and website appearance

When working with websites, we are well aware that their owners have a specific vision of how their website should look. Usually, website designs are done without taking into account the issue of SEO and it is simply a statement of fact, not a criticism of people doing website. The ideal situation is one in which the site has been created from the beginning with the assumption that it will be an SEO-friendly site. If a positioning decision is made with respect to an already completed website, then an SEO specialist will probably recommend making changes so that the site is attractive to web robots. These changes may interfere with the design of the site to varying degrees and be visible to people entering the website. At Paraphrase-Online.com, we follow the principle that visible and eye-catching changes to a website must be approved by our client before implementation. Therefore, in the description of the modification, we indicate whether the given change is associated with such acceptance. The following list of activities does not exhaust the catalog of positioners’ work, it simply concerns those aspects that our clients ask relatively often.

1. Changes to the website address and website URLs
This point is about address redirection, which eliminates duplicate homepage or duplicate subpages. These changes are imperceptible to website visitors, which is why they are implemented without consulting the customer. We consult with the client regarding changes in the introduction of keywords to the URLs of subpages to make sure that the use of the keyword is in line with the client’s intentions (although this is a change that visitors to the page do not notice).

2. Introducing new content on the site or extending existing content
This is a modification that we absolutely consult with our clients.

First, the addition of new content changes the appearance of the webpage visibly to the naked eye. Secondly, we want to make sure that the texts developed by our SEO copywriters are not only optimized for positioning (our specialists will take care of it), but also faithfully and correctly reflect the specificity of the client’s offer.

Acceptance on the part of the client confirms our belief that he likes the content we propose. Acceptance of content includes texts that are posted on the site (this applies to the home page and subpages), go to the customer’s blog associated with his website, and are also sponsored texts posted on external portals.

In the context of adding new content to a website, it is worth raising the issue of their placement. The location and availability of content are important for the positioning process. The ideal solution is the text placed at the top of the page (e.g. above products assigned to a given category) and immediately visible. If for some reason such an idea does not gain acceptance from the client (usually it means that it bites with his idea of the appearance of subpages), then a kind of compromise is placing e.g. parts at the top of the page, and the rest at the bottom or using “read more” (or related) button. These are not ideal solutions in terms of SEO (especially those requiring the client to expand the text), but still better than completely rejecting the addition of new content to a given subpage.

You can also mention here as a curiosity about a very archaic “method” of positioning, the use of which more than one website caused a painful punishment from Google. we are talking here about hidden text, i.e. introduction to the website of content in the background color or very similar to it, often in very small font. This is text that is visible in the page’s code and is available to web robots, but the person visiting the page has no special opportunity to read it. Since Google does not like such tricks and other messages for web robots and for people, the use of hidden text was often associated with unpleasant consequences. This method is hardly ever found today.

3. Friendly addresses of subpages
In the case of some CMS, e.g. WordPress, setting friendly sub-site addresses is a matter of enabling the appropriate setting. We do not consult such a change, but instead let us know after its implementation that we have implemented it. There are no arguments for leaving hostile addresses – friendly addresses are better perceived by web robots and by site visitors who, thanks to such URLs, are easier to find in the content of the page. This is also important e.g. in the context of URL sharing.

4. Adding new subpages
It is also a change, the implementation of which depends on customer acceptance – including because of its visibility with the naked eye. Our clients receive a proposal to introduce a new subpage with information about what we would see on this subpage, we determine what graphics would complement the content, and our copywriters write them. The client receives them for approval, and then ready subpages for inspection. We want him to enjoy the development of his site.

5. Rebuilding the menu
This is partly related to the previous point and also means that we need to consult this idea with the customer. This is a noticeable and important modification of the website. It happens that the client accepts the idea of adding new subpages, however, he puts the condition that the current menu layout will not change. In this situation, it is acceptable to add, for example, an additional menu at the bottom of the page, which will be less conspicuous and at the same time fulfill its function.

6. Changes recommended by PageSpeed Insight
The changes indicated by this tool relate to a large extent to the code of the page (recommendations are individual for each website tested) and are not noticed by visitors to the website. For very slow pages, implementing the recommended changes can give you the perceptible feeling that the page is running faster, but not every optimization in line with PageSpeed Insight’s recommendations will produce such a clear feeling (even if the test result is better after implementing the changes). In a situation in which PageSpeed Insight recommends optimizing graphics – slimming them, it is not about lightness at the expense of quality, but a compromise between these aspects. SEO optimization is not always exact science.

7. Changes to facilitate indexing of the site by web robots
I’m talking about activities related to the robots.txt file, robots meta tag and canonicals. These are changes that are visible in the code of the website and as such do not require acceptance by the customer, because they do not affect the appearance of the website. However, they strongly influence the SEO optimization process.

8. Changes in meta tags: title and description
These are also changes that website visitors cannot see, so as such they are not forwarded to our clients for review and approval. If our client has a desire to see them, then we see no reason why we should hide them (the meta tags are visible in the page code, they are not hidden in any way). In the case of meta tags, the field for modification is definitely smaller than the texts on the page. The limited number of characters available plus the need to use keywords determine the discipline in writing them.

In the topic of meta tags – title and description – there is sometimes a question from our clients, whether it is possible that depending on the entered query different variants of the meta tags that are assigned to one subpage or home page, as it is the case in Google Ads context. It is not possible. The home page and each subpage should have their own unique meta title and description, but it has only one displayed meta title and meta description, visible in the page code.

The introduction of long values – longer than assumed by the positioner – meta title and meta description will also not bring additional benefits for positioning, and e.g. longer meta descriptions will not be fully visible in search results.

9. Redirects of dead pages – error 404
We also do not consult this optimization activity with the customer. In this case, the visitor sees the effect of this redirect in the form of reaching a working subpage within the website. Such activities encourages you to stay on the website and look for something interesting in its offer.

SEO optimization – why is it worth agreeing to the positioner’s suggestions?

The changes proposed by SEO specialists can have a positive impact not only on the positioning process, but can also bring more benefits. A good example can be the changes recommended so often that the content on the page is expanded. The valuable text on the page provides additional information that can speed up the customer’s decision or decide that he will use the services of this and not another company. This applies to e.g. categories or product descriptions posted on the online store or content on the company blog.

Ascetic in terms of content, the site deprives itself of this advantage – in the end we want to know what we are buying. That is why it is worth taking care of unique and informative descriptions and supplementing relevant structural data for the products available in the offer.

It is similar in the case of expanding the site with new subpages. More detailed grouping of products or services makes it easier to reach them, which can translate into the number of conversions. There is also no point in keeping permanently empty product categories on your store.

Americans are one of the busiest nations and for some life goes on to the rhythm of 12-hour work, short free time and sleep. Leading such a lifestyle, it is very difficult to find time to read long advertising texts, carefully study the benefits of products or learn about the detailed history of the company. You should also take into account the fact that youtube is the second largest internet search engine in the world, and many people looking for information or advice, will choose video-guides rather than long blocks of texts. Among others That is why it is worth thinking about video content marketing strategy, which can bring a real increase in company profits and greater recognition.

Video content marketing – where to start?

Similarly to traditional text advertising forms, video content marketing is used to promote the brand, create a coherent image of the company and products, and engage the recipients appropriately. However, visual materials have the advantage over “Gutenberg’s invention” that they are much easier to code in the minds of buyers and can be shared freely. Marketing videos can also stimulate customers to create their own materials, which will tie them to a particular brand more. Video marketing content should not be identified with advertising spots, which since the 1940s began to appear on television and from the beginning had to use the abbreviation due to high antenna prices.

This type of online marketing can afford to play with form or longer materials (although the internet also likes speed – according to research, recipients believe that the perfect instructional video should have about a minute). He can also take various formulas – from an interesting story about the company’s beginnings, through the so-called testimonials and ending with interesting reports. Thanks to such activities, you can escape from the marketing cliché and establish a positive relationship with the client – when an advertising film is published on Youtube, it can be rated, commented and shared, which promotes interaction with the recipients.

How much does video content marketing cost?

To attract customers thanks to video marketing, you need to spend more money than is the case with written forms of promotion, which are ordered for a small amount of money in content agencies. Of course, you can try to run an effective video marketing campaign yourself – but you’ll need the right ideas, scripts, equipment, actors and a lot of free time. Ordering an interactive agency film strategy is not cheap, but the game is worth the candle, because 74% of customers reveal that they once made a purchase after watching the video materials published by the company.

Types of advertising video materials

Video content marketing is developing so rapidly that it has already acquired its own genres. The most popular of them are:

Tutorials – Many private Youtube users decide to share their knowledge by recording tutorial videos from their favorite areas. Some gentlemen talk about how to lay tiles, some ladies give advice on makeup or fashion. Your company can also share with the recipients various video guides related to your industry. By giving the customer something of their own, the image of his brand warms up.

Testimonials – this type of advertising video material invites its real customers who are already kind of lovers of your brand. An honest story about your relationship with a given product or service and about the life changes that have been made thanks to them makes an impression on the recipients. If such material is implemented in an unpretentious way, it is easy to convince new customers thanks to it.

Funny / emotional movies – nothing draws the attention of the recipients like emotional and humorous advertising materials. Such movies can be very short and good, as if they were an incentive for the recipients to create their own materials. With a little luck, you can create a low-cost series that will be viral.

Reportages – this type of video content marketing activity requires a lot of investment and is intended for larger companies. In this type of materials, a scrap of reality associated with the brand is selected and the reportage is based on it. It does not display the strength of its company’s assets or products, but shows an interesting history of a man, place or phenomenon, talking about his brand only casually. Recipients respect content that is not just a marketing shell.

Summary

Research clearly shows how much internet users are focused on receiving video materials and content marketing texts are less important to them. In order to increase the recognition of your brand and the number of visits to the company website, it is worth investing in effective video content marketing.