Marketing indicators – what for?

Why measure at all? The answer seems obvious. Thanks to the analysis of key performance indicators (KPI), among others:
– you get measurable results of your marketing activities,
– you see which of the published content worked better and which worse
– you can accurately calculate the translation of the costs of marketing activities into profits from finalized transactions,
– it’s easier for you to plan your next promotional campaigns – so as to better tailor them to market requirements.

The problem, however, is that with the development of tracking and analytical tools, the number of indicators has also increased significantly. Of course, each of them matters. Sometimes, however, it is difficult to break through the thicket of numbers and percentages. So it’s worth knowing which indicators – available e.g. in Google Analytics, on the FB fanpage’s administrative page or in CRMs – have a really great impact on the assessment of the effects of marketing activities. So we discuss the most important ones.

Different marketing indicators for each type of message

Remember that when it comes to indicators that are important from the marketer’s point of view, there is no single, universal combination of the key ones. There are no indicators that will be relevant in every situation. All because the interactions with the recipient of each type of content released to the web are slightly different. For example, on the landing page you will observe data related to the acquisition of leads, but already in organic activities in social media – rather those related to the involvement of users under your posts. So choose the meters for each type of marketing message that you release into the world. The indicators depend on the purpose of the campaign.

What to measure by analyzing the effectiveness of the website?

When looking at website traffic, it’s worth paying attention to:

– traffic on the site – the number of page views, the number of unique website users and the percentage of those returning to the website are important,
– average time spent on the website and Bounce Ratio – this will show you whether the prepared content engages users so much that they want to get to know the information closer, or reject them immediately,
– traffic sources – so how did the users get to your site: by entering its address in the browser, via the search engine, or maybe from social media or thanks to other external links? This will help you spread out your accents well when it comes to promoting your site on individual channels,
– conversion rate – how many visitors to your site took the action that you expected. For example, on a landing page it is leaving a lead;
– the proportion of leads to conversions – so how many of the people who initially expressed interest in your offer went through the entire marketing funnel,
– cost of acquiring a lead / client – i.e. the proportion between the amount of expenditure on the promotional campaign and the results obtained.

It is also worth making a “heat map”, so check which areas of the website were of particular interest to readers – so as to make any corrections to the layout and increase the range and conversion rate.

Analysis of marketing indicators in social media

Slightly different indicators count in social media. It is also an important marketing communication channel that strengthens the brand image and acquires sales leads. But what indicates that your actions on the fanpage bring results? The indicators that should pay your special attention are:

– number of views (reach) – of course, organic reach is the key, i.e. the one achieved without reaching for a paid promotion,
– the number of clicks on the post – will show how much information you presented on FB or Instagram was of interest to the recipient. Each click is evidence of initial interest in communication and that the post attracted attention but was not scrolled,
– leads obtained through posts in social media – i.e., e.g. contact details left on the landing page to which they directed messages on FB or from lead ads,
– engagement rates – it’s about the number of: likes / reactions, comments and interactions – the more, the higher the effectiveness of your actions,
– user generated content – i.e. posts / materials related to your fan page by users, e.g. those in which your profile has been tagged. This type of traffic can be obtained, for example, by working with influencers, or by organizing competitions in which the task is to perform just such an action.

If you reach for paid promotion tools – conversion rates are also important, i.e. the cost of a single post view, click and conversion.

What about sales-related indicators? When analyzing activities in social media, it is usually difficult to obtain unambiguous and error-free data. However, the cost of activities carried out here should be included when calculating ROI, and thus the overall return on investment in promotion compared to the outlays made.

How to find yourself in the ocean of data?

As you can see, there are still quite a few marketing indicators that matter, and the ones above are just the tip of the iceberg. For example, CSR actions (related to corporate social responsibility) may have completely different performance evaluation indicators, and nevertheless enter into marketing areas (e.g. from the purchase of each product X we allocate the amount of Y to the organization Z).

If you have the impression that it is difficult for you to be among the indicators, you can always go to specialists. They will look at all the data and indicators that have been generated, analyze their relevance and draw conclusions. As a result of their work, you will receive a transparent report that will show you clearly how your marketing activities translated into achieving your goals. It will also be a source of tips for the future – you will learn from it how to improve your work so that its results are even better. Marketing indicators – and more precisely their design in the context of a given action and goal – is one of the most important challenges for a marketer. However, the correct architecture will also make them an unparalleled ally in operations and reporting.

What is a paraphrase?

In the process of interpersonal communication, you can use the procedure of repeating the sender’s words with your own. Interpretation of the information received is called a paraphrase, about which textbooks are written when discussing active listening. The very terminology itself indicates that the processing of the sender’s message gives the impression of carefully analyzing his messages and attempting to properly understand all the issues raised by him. Thanks to paraphrase, you can easily avoid any understatement or overinterpretation, thereby arousing the interlocutor’s sympathy and his respect. In addition, it allows you to remember the information you heard, as well as reduce barriers to attentive listening.

Why use it?

In addition to the already mentioned improvement in the relationship between the sender and recipient of the message, the paraphrase allows … to gain time. Sometimes it happens that by understanding the other side perfectly you don’t have an idea for a quick and proper answer. Thanks to the paraphrase, you can be sure of the correct reception of specific information and come up with a brilliant answer when formulating it. This technique also allows you to reduce tensions or crises. If the conversation is about uncomfortable topics, is too emotional and deviates from the main course, it is worth using a paraphrase. Saying the sender’s words in the right tone can restore peace and change the attitude of people involved in communication. Thanks to the paraphrase, ambiguities can also be corrected, creating an atmosphere of security and certainty regarding the issues raised.

How to master this art?

First of all, remember that listening is not an easy art. Limiting oneself to him during the interlocutor’s statement should be the basic principle of every communication process. You should avoid interrupting, prompting, imposing your views or determining the emotions of the sender, and none of these elements can appear in the paraphrase. This is to be only a transposition of previously heard words, helpful in achieving the objectives mentioned in the above paragraphs. This treatment can be started with the following phrases:

if I understood correctly, then …
did I understand correctly that …
you mean to say that …
(i.e.) in other words …

Their completion should be a paraphrase, after which you will receive confirmation or denial of the correct interpretation of the message. It is important not to go to the next stages of negotiation or conversation without the express consent of the sender. If instead you hear it “not quite as you say”, then you have to ask to repeat and clarify the previous information.

The ability to paraphrase heard messages is extremely useful not only on professional grounds, but also social. Using this technique brings many benefits, allowing not only mutual understanding of the parties involved in the communication process, but also calming emotions and creating a good impression on the interlocutor. It is important to paraphrase skillfully and naturally, which can be learned, for example, on professional courses and training in interpersonal communication.

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.

Why is the company’s online advertising a “duty”?

The Internet has taken over the world of communication – both in the personal and business sphere. Do you still imagine that when looking for a service provider, you are looking through a newspaper or telephone directory? Or that you can’t check the network for reviews of the equipment you plan to buy? When was the last time you spent a day completely offline?

It is on the Internet that a large part of our lives take place. As statistics show, 57% of people in the world use it, i.e. over 4.3 billion!

And since marketing activities are to follow the consumer – so as to make contact with him wherever he is – they cannot be missing online.

The network has huge advertising potential. First of all, because:

– you have the chance to precisely target the campaign, and so target it to the recipients with the highest potential of interest in your offer,
– you have the option of personalizing your advertising messages – so that they exactly match the expectations of a specific recipient, and the marketing automation system will do it for you,
– you can precisely measure the results of advertising campaigns – e.g. how many recipients clicked on the promotional banner, left contact details and finally made the purchase,
– you gain a wide range of channels and contact points with recipients – you can choose those that best fit into the specifics of your business,
– by optimizing your strategy accordingly, you achieve a high return on investment at a low cost

Therefore, if you haven’t started promoting yourself on the Internet yet – it’s time to change it.

Internet business advertising – where to start?

Start traditionally – by doing a basic lesson related to planning an advertising campaign. Before you rush into the world of social media, Google Ads, Google AdSense and remarketing, precisely define the purpose of your online advertising campaign.

The final one is obvious: you want to increase your company’s financial results. But a specific campaign can be dedicated to recipients at a certain stage of the marketing funnel and serve e.g.

– raising awareness of your brand and products,
– acquiring marketing leads,
– sales of a specific product group,
– strengthening the image of your brand about building engagement and “buzz”,
– launching a new product.

It is important, however, that you clarify this goal. Thanks to this you will be able to refine the detailed course of the campaign and messages.

Attention! For many people this stage seems unnecessary. You know why advertising is done. But that’s just a theory. In practice, it is good to discuss and refine the assumptions. The clearer the direction you choose, the easier it will be to stay on course.

In addition to the goal, therefore, equally important question is who you are advertising to.

Are your products / services intended for any group of recipients? Of course not! Even if you operate nationwide and offer a wide range of solutions, there are consumers who will be more interested in your brand. And that’s what your ad should convince them. That is why it is worth determining who is the recipient of advertising messages – and again, as precisely as possible. A good idea is to create a so-called person, i.e. specific customer profiles. When creating them, think not only about the basic demographics, but above all about this:

– what interests your target groups – what are the needs,
– their interests and problems,
– where they are – which channels they use on the network and where it is worth finding contact with them.

It is only on the basis of these two elements that you can take the right action – so plan where and how you will advertise.

Before you go to the promotion – you need one, quite obvious element: the website. This is your most important business card on the web and a place where advertising messages will lead. Therefore, make sure that the service:

– had an attractive domain, i.e. the address associated with the brand name,
– it was easy to use for users and responsive (also available on mobile devices),
– has been optimized in terms of positioning (e.g. speed of its operation, number of tabs and their subject matter, optimization of meta data and general ease of movement and searching for information are important),
– had promotional value – for the website to be an integral part of the marketing strategy.

With time, when you spread your wings in the world of online advertising, you can also think about creating a landing page that will be used to acquire leads and automate promotional communication.

Online business advertising: what are the options?

The world of online advertising is extremely vast, and there is a sea of options waiting for advertisers. Relax, you don’t have to use them all at once. Choose the ones that will work best for your target. What can you bet on?

Search engine advertising

If something isn’t on Google, it doesn’t exist – you’ve probably heard millions together. And although it is terribly cluttered, there is a lot of truth in it. Search engines are currently the main source of information in almost every situation – especially in the era of huge popularity of mobile devices (it is with them that much of the traffic takes place). More and more people simply ask the search engine when they need something. That is why one of the basic tools of Internet advertising is promotion in search results. How it’s working? Enter any password in Google and look at the list of results. At the top you will see the so-called Sponsored links, and therefore just advertising. It will be displayed above the other “organic” results, which means that the chance that the customer clicks on the linked result is very high.

Importantly, Google Ads gives you the ability to precisely profile who your ad goes to. For example, you can set:

– regional scope – so define it to people from which cities the message will be displayed (extremely useful if you run a business on a local scale),
– “demographic” restrictions – thanks to which the ad will be displayed to people of a certain gender or age.

And this is just the beginning of the possibilities. You can target website visitors who buy products – there are plenty of possibilities.

Company advertising in social media

Facebook is a portal that has over 1.5 billion users around the world. That’s why advertising here has great potential. How to reach recipients? The basis is of course a fanpage that you can run for free. Most often, however, he plays the image role. But the portal itself gives you the opportunity to publish strictly advertising messages. Speech incl. about:

– promotion of specific posts prepared by you – so that they reach a wider audience,
– displaying ads on the board, i.e. the main page of the portal, between user posts and pages tracked by the user,
– sponsored links placed elsewhere on the portal – e.g. from the side, next to the news feed,
– video ads, which – like on YouTube – interrupt the video footage.

Of course, this is only the basic division of ads. When you look at the advertising tools provided by each of the social media portals, you’ll find far more opportunities to promote yourself.

AdSense and similar ad publishing systems on external websites

Advertising banners are still one of the most popular ways to promote yourself on the web. When you use them, your brand messages are displayed to users browsing pages that cooperate with the given advertising system. In this way, external services may appear, among others text ads, graphic banners, as well as video materials.

Importantly, in the era of intelligent matching of ad content to the consumer profile, this promotion company is highly effective. Just look at how remarketing works. It consists in the fact that Internet users are shown ads related to e.g. browsing history. For example, if a user visits fishing websites, he will see more ads for lures or fisheries. And if his hobby is mobile equipment, banners will apply to e.g. smartphone accessories.

Native ads and content marketing

Native ads are also used outside the internet world. You can talk about them in the context of product placement in films and series, as well as sponsored articles in the press. It works similarly in the network. Your brand ad can go to an article published, e.g. on an external portal. It can take various forms – e.g. sponsored content, in which you directly describe the advantages of your company / products, as well as articles on a general topic that will gently mention your brand. The benefits of using this form of content marketing are twofold:

– on the one hand, you strengthen the brand image, encouraging customers to become more interested in your solutions,
– on the other hand, you increase the visibility of your website for Google search engine, which translates into better “organic” positioning results.

Does the above list of available options for advertising your business online cover the topic? Of course not! New forms of communication with clients – both advertising and strictly marketing – appear year by year. It is important that you stay up to date and adapt your campaigns to current trends. You also can’t forget to monitor the effects of your ads.

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.

What is influencer marketing?

Influencer marketing is one of the most popular internet marketing strategies. Its essence is to use the influence of popular network users on decisions made by other people. Repeatedly conducted research clearly shows that the recommendation and information received from the influencer are one of the most important sources of shopping impulse.

Who are influencers?

Influencers are people who run blogs and vlogs, accounts on instagram or other similar platforms – channels that are distinguished by high viewership. They are usually experts in a given field, sharing knowledge about specific products, etc. Although they have a lot in common with the so-called brand ambassadors belong to the group of opinion leaders.

What distinguishes influencers from other network users is the relatively high trust of recipients. This is due to a simple fact: Internet users treat them as equals. At the same time, they are considered as completely objective persons whose purpose is to present the actual features of a given product, and not to maximize their own profits.

It is worth emphasizing that influencers are not celebrities. They are “ordinary” people who – thanks to valuable content posted regularly – managed to build a large audience. Of course, their credibility is directly proportional to the quality of the shared content. If viewers sense that the posts are tilted too much towards regular sponsorship, then they can get discouraged or even turn away from the influencer. In addition, research has already appeared on the market indicating that the larger the group of recipients of a given person, the relatively less involved they are and the less willing they are to duplicate purchasing decisions of a given person. It turned out that at least in some cases organizing a campaign with a hundred micro or small influencers brought better results than working with two relatively large influencers. Taste is added by the fact that in the first case it was also … cheaper.

Why use influencer marketing?

Influencer marketing is very popular – especially due to the results obtained. According to the Paraphrase-Online.com survey, as many as 84% of marketers believe that influencer marketing activities are effective.

Cooperation with influencers brings many benefits. This is because the activities carried out by influential users are characterized by such features as:

– trust – the influencer is treated as an objective person who does not induce to buy,
– authenticity – the influencer tests a given product, paying attention to
– important issues – the same as those of ordinary users,
– multi-channel – influencers reach the recipients through various channels, undertaking cooperation with the brand on many levels at the same time,
– involvement – influencers care about the quality of their content, take an active part in discussions, respond to comments, etc.

However, it is worth remembering that there are many variables that determine the effectiveness of a given campaign in the influencer environment. It’s worth knowing your goals, matching the product to the right people, and setting real indicators.

So why should you take advantage of the potential of influencer marketing?

The ability to precisely reach the target group

The effectiveness of marketing activities largely depends on reaching the right group of users. Influencers make it easier because their blogs or vlogs are watched by people interested in a particular topic. If the target group are pregnant women, it’s easy to find them on a channel dedicated to parenting topics. If you want to reach photography enthusiasts, work with a photographic expert.

Attractive cost of cooperation

Influencer marketing often turns out to be much cheaper than other reach forms of brand promotion. One specific amount cannot be indicated here, because everything is an individual matter. However, several factors determining the price can be mentioned. These include range, cooperation channel, scope of activities, industry. The influencer’s recognition is not without significance.

Usually, the settlement takes the form of a specific rate. Sometimes, however, influencers operate on the basis of affiliate programs or barter exchange. Here, everything depends on the company’s internal policy and the influencer itself.

High power

The spread of the Internet has led to significant changes on the brand-consumer line. While many years ago all advertising messages were one-sided, a lot has changed in this respect. People want to know who is behind the message, they want to interact, etc. Therefore, influencer marketing has much more clout and impact than traditional marketing messages.

Influencer marketing and SEO

Influencer marketing is also worth considering because of the impact on SEO. Cooperation with influencers not only has a positive impact on the brand image and not only contributes to the promotion of products.

A good strategy allows you to get much better positions in search results. Why?

Building a strong link profile

Cooperation with influencers gives you the opportunity to get good quality links leading to e.g. an online store. They come out of blogs or other external services that enjoy a high reputation and popularity among Internet users.

Access to unique content

Influencers create high-quality content in which they present a specific product or brand. These actions are welcome from Google’s point of view, therefore access to unique texts may increase your position in search results.

The ability to increase website traffic

There are quite a lot of opinions about whether website traffic is one of the ranking elements. Either way, the influencer helps in getting traffic by recommending specific products and posting links to the site. Interested persons will click and go to the brand website, etc.

Remember that influencer marketing can only be one of many forms implemented as part of the strategy. By operating on several levels at the same time, you increase the chance of achieving your business goals. In addition, you also have the opportunity to simply test what will have the most cost-effective ratio for your business.

Why do we use borrowings that we can replace with a home synonym? Explanations come to mind without a second thought:
– they are fashionable,
– they sound attractive,
– they seem professional.

These intuitive answers, unfortunately, are quite superficial. I have serious doubts whether, for example, the optimal word, commonly used for years, can be considered fashionable. Does it sound attractive? This is a matter of taste, but I would say that it is rather a clamshell that usually does not attract attention.

The third argument is the hardest to refute, because we often succumb to the illusion that thanks to the complex vocabulary we give the impression of being professional and intelligent. These efforts, however, have the opposite effect. Research says that if we want to be perceived as intelligent people, we should be clear and simple. What you say or write will seem more sensible to others if they understand more.

So, since these three reasons can not withstand critical criticism, why do optimal or comprehensive words work well, and their native synonyms only sometimes take their place in a tentative way? What stands in the way? Wont? Ignorance? Obstinacy? Or maybe there is another reason why we choose these words?

Yes, there is, but about that in a moment.

First, however, I would like to draw attention to something that can easily escape because it seems obvious. Should language users be disciplined, or rather a clue to them? Is replacing a loan with a native synonym a good advice? This is certainly one of the ways that helps reduce these words in the text (yes, reduce, because I do not think that one should completely give up), but not the only one.

There are at least four of these ways. The editing of a text does not have to be limited to exchanging one word for another. It can be much more creative.

Delete the unnecessary word

This method, seemingly simple, requires looking at your own text from a distance. Let’s take the term integrated platform. Is it absolutely necessary to emphasize this integration? Or maybe it would only add the seriousness of the statement? If the word is an empty ornament, let’s deal with it bluntly. If, on the other hand, the platform has many functions, we should exchange them in the form of bullets.

Replace the word with a precise synonym

Let us assume that the comprehensive word is indispensable in our text. We refer to the dictionary in which we find the following synonyms: “comprehensive, general, cross-sectional, systemic, versatile, broad”. Seemingly, each of them is apt. The matter becomes more complicated when we try to place them in the text. We are overwhelmed by the unpleasant feeling that we did not want to express it. Why is this happening?

First, one should ask why, out of a whole lot of words that we could borrow from English, we choose just those, and not others. We return to the question I put at the beginning of the text. I then rejected three intuitive answers. She announced that there is also the fourth, the most rational one. Well, words borrowed very often contain some nuance, which is missing from their English counterparts.

So let’s not settle for the first of the synonyms. When in doubt, let’s get back to the original English-language definition, and then correctly match the equivalent. According to the Cambridge Dictionary, the word “complex” means “containing a lot of different but related parts.” Among the native synonyms: “comprehensive, general, cross-sectional, systemic, versatile, wide”, the most convenient, in my opinion, is the word “versatile.” Of course, its accuracy depends on the context.

Replace the general with a specific word

Let’s say we want to replace the word dedicated in the term dedicated training materials. Native synonyms intended for and specialized in, require additional definition and therefore do not concisely express the original meaning, which is “designed to be used for one specific purpose.” The English word thus contains a sense that we would have to express in a descriptive way.

But do we necessarily have to look for a synonym? After all, our text is not engraved in stone. Maybe it will be possible to replace a generic word dedicated to a precise term that says something more about materials, and additionally does not raise any doubts about correctness? For example, hand-drawn training materials or exercises based on the client’s texts. Yes, these terms are long, but they emphasize what distinguishes training materials, and this is what a dedicated word was supposed to serve.

Change the sentence structure

When we fail to find the right replacement, we can change the construction of the entire sentence. This method will work especially in the case of participles (eg realized), which can extend sentences to infinity. And so, instead of the investment implemented as part of the X project, we can write an investment that arises thanks to the X project. The implemented word has disappeared, and the sentence now rules in the verb.

It may also happen that none of the four ways will pass the exam in your text. Even if the borrowing is widely used in the industry and facilitates communication. This is the fifth, perhaps the most important reason for using it. Is it wrong that we decide on a word of marketing jargon or an official language? Not necessarily.

In his speech, Marek Walas asks the question: “What makes the word true?” According to the speaker, the author of the dictionaries does not decide about it. They have to pick up words that will survive, but they do not want to look like chasing after fashion. They make human decisions, and these are wrong.

In retrospect, some complaints about words seem ridiculous. For example, Benjamin Franklin stunned the word “colonize.“

Marek Walas notes that the same words appear in the plebiscites of forbidden words and contests for the word of the year, which means that both the first and second body notices words that take on significance but have a different attitude towards them.

And we can also choose one of these two attitudes. Do language changes interfere with us and raise our anxiety? Or maybe we treat them as a funny, interesting and worthy part of living language? “I will be honest. I do not like the word prominent, but it is irrelevant in the face of the growing popularity of the word in the general language and written prose – says Walas. – I want to say that you have to be more careful in deciding which change is bad. We need to be more cautious about imposing our beliefs about words on others. (…) If you use a word and know what it means – this is true. This word may belong to slang, it may be colloquial, you may think that the word is illogical or unnecessary, but the word used is true.”

The Google search engine works online and its main task is to provide the most accurate answers to users (all people searching on Google). When using it, we enter queries, which are words related to the topic that interests us. Her working mechanisms provide us with a list with the most accurate results. In a very brief way, it is possible to describe how Google search works, but in reality it is a more complex, multi-stage process.

Basic information about Google search
Before the creation of the Google search engine in 1998, there were “pra-search engines” on the Internet, which include WWW Wanderer, Excite, Yahoo, Lycos or AltaVista. Users could find information thanks to them, but not always meeting their expectations. They displayed the results primarily based on the number of keywords – the more they were, the better. It revolutionized the Google search engine. Its creators – Larry Page and Siergiej Brin – decided that quality is more important than quantity. They thought that it should guarantee no “just-what” and reliable results. It was an inspiration to create PageRank – the first, unique solution that distinguished their product from other search engines.

It was a way of giving indexed websites a specific numerical value. It was based on the analysis of the number of links leading to the site and their quality. When a link from a website that has high scores is directed to a page, it is more important than when the link from a less popular website is directed to the site. It was the nucleus of an extremely advanced and very complicated system that Google currently has and continues to develop.

The search process on Google

User inquiry
We start the process by entering a query. These are keywords most associated with an interesting topic, as mentioned earlier. All we have to do is enter one word, for example “school”, “drill”, “restaurant” to run the entire search engine. We can also enter more words such as “primary school in New York”, “Bosch hammer drill”, and even enter the whole question: “Where is the Italian restaurant in New York”, “How does Google search work”. If we introduce more expressions, we can narrow down the search, and thus obtain better results.

And this is the whole Google search process? From the user’s side, this is how it looks. However, beyond our sight, as if in the background, a very refined and constantly developing mechanism works. Its heart is the index, because Google in search of the answer to our queries searches only those pages that are in the index

What is the Google index?
Index – it is a database, created on a regular basis. It is created thanks to the work of special programs – Internet robots (such as indexing robots) that travel the Internet in search of new and updated websites. They decide whether the page will be in the index, and if so – they will assign it to the index. The presence of the site in the index is necessary for its displaying on the users’ queries and for all SEO activities.

Crawling
It is an activity invisible to the user and independent of what we enter at the moment in Google search. It takes place continuously for many parties, because crawling (crawling, crawling) means sending the crawlers to the website for scanning and allowing to crawl. It is worth bearing in mind that not always running a crawl is tantamount to indexing the page, and thus with its display in the search results.

Indexing
Just like crawling, it’s a process that goes beyond our eyes and regardless of the query we enter at the moment. Indexing is based on the collection of information about content, graphics, links, key words that appear on the site and their saving in the search engine database. Data collection takes place via Internet robots that pass from one page to another due to the presence of links.

Server farmsT
he technology base also determines how the Google search engine works. In crawling and indexing (also called scanning) pages a huge number of computers are needed. Server farms are helping in this, constituting a set of interconnected servers that work together to accomplish a specific task. The Mountain View giant does not give officially how many such devices it creates Google Data Centers, but they are located on 4 continents in 9 countries.

Displaying results
The last step of searching on Google is displaying the results. When you enter a query, the software starts browsing the pages in the index. They are looking for answers that will best match the entered query. It uses ranking systems that analyze indexed pages for relevance.

Knowledge Graph
Search engine mechanisms allow for efficient browsing of websites. In this way, it is possible to better understand the question about people, places or things – which is well presented in the Knowledge Graph. Google implemented it in March 2012. His task is to show connections between people, places and things. It allows you to quickly find answers to such questions as, eg. When was Fryderyk Chopin born? How tall is the largest building in the world? The knowledge graph uses semantics in its operation.

These ranking systems are based on algorithms that evaluate websites and establish rankings. They allow you to display useful data based on word analysis, context understanding, and query matching. As a result, the user receives a list with results. These include organic and paid results, and – depending on the user’s query – also other SERP elements: location on Google Maps, video recording, graphics, knowledge panel, excerpt or so-called. carousel of results.

Google algorithms
Did you know that the ranking of sites in organic results “fix” algorithms? They are important for how Google search works. These are advanced computer programs that evaluate websites based on various indicators. The Mountain View giant constantly develops and modifies them, and their updates have a significant impact on the SEO industry.

Paid Google ads
The diversity of Google’s search results is characteristic. In addition to traditional links in organic search results, there are many other SERP elements. It should also include paid advertising

[so-called sponsored links]

, but we will not focus on them at this point, because they constitute a separate segment of search engine marketing.

How to search on Google?

We usually start by entering a word or a few words into the search bar. This is the most commonly used method of its use. However, more and more often we want more accurate results or answers to a specific question, which is why our inquiries are more and more natural, such as “How to prepare sushi?”, “Where is the Italian restaurant nearby?” Etc. Google is striving for the best possible matching your product to our needs and expectations. One of the ways to improve the accuracy of the displayed results is semantic search.

Semantic search
It is based on reading our intentions, as well as understanding the meaning and context of our inquiry, introduced in a natural way – on the mechanism of semantics known from linguistics. Thanks to the question “What are the films about Chopin?” We will get a response in the form of links, among others to websites with film reviews, the repertoire of films in cinemas, etc. Thanks to this we no longer have to think about how to search on Google to find the expected answer – we simply write as if we were asking a question during an ordinary conversation.

The Koliber algorithm
The search engine owes greater intuitiveness to the aforementioned algorithms, in particular to Kolibrz. The main purpose of its creation was a better understanding of the synonyms and the context of the search. The algorithm “understands” the connections between individual constituent words of the query. Thanks to this, the Koliber allows the search engine to understand better what is on the websites and link their content to what the user is looking for.

Users’ questions become, among others, thanks to semantics, becoming more and more similar to the natural language. The effectiveness of Google’s search engine, how well it has been adapted to this activity. Her task became more complicated than it was a few years ago. The whole mechanism works on searching websites and at the same time constantly interprets them. In addition to our eyes, there is still semantic and grammatical analysis of the page content. The mechanism “learns” new connections, which allows providing even more precise results. For our convenience, these results are also given in a suitable way. These are elements of the SERP, such as: Carousel, Fragment, Knowledge Panel, Direct Response, Advertising, Local Parcel, Refinement Refinement, Extended Fragment, Search Similar to …

In this “science” search engine needs a database that is a collection of data collected from many sources and well organized. Currently, Google uses for this purpose, among others Wikipedia and other purchased databases.

Personalized search
For better understanding of our individual queries, the search engine uses remembered activities. Our activities on the Internet (what pages we view, what articles we read, what events we’re interested in) build a network of connections – different for everyone. Based on such data, results are displayed that are more likely to arouse interest. Differences in the results displayed are usually minimal, but their occurrence is a fact that should be taken into account when using the search engine, as well as worth considering in the SEO industry.

Local search
The place where we are currently located has an impact on the search results on the Internet. This is important mainly when we are looking for a physical place, such as a hairdresser, a restaurant, an airport, as well as local positioning. The search engine will usually display the objects closest to our location. This means that not only people from the two corners of the country, but even from the same city, only located in different parts of it, can get different results.

How to search on Google? – advanced techniques

We already know that how Google search works is based on the mechanism of scanning a huge number of indexed pages in order to find the most accurate answer to our query. To facilitate this search, Google allows us to use more and more natural language. The search is meant to resemble “exchanges” with the Internet search engine, which can certainly be helped by the Google Assistant.

Google Assistant
Did you know that Google has created a virtual helper? Google Assistant works on mobile devices with Internet access. His task is to answer questions asked by the user. The whole process takes place by voice and reminds you of the conversation. As a result, Google search has become even more natural, but please keep in mind that the Assistant also supports other smartphone functions.

On the other hand, we have tools that allow us to specify our query, let’s call it – “from the technical side”:
– We can use “filters” for this purpose, which are located at the top of the page – they allow you to narrow down the search to a specific type of query.
– If you want only images to be displayed in the results of our search, click “Graphics”. If, however, we click on “Shopping”, the results will be filtered, and we will only receive those that will help in buying the wanted items.
– In the search of Internet resources, we can also use the so-called operators, ie symbols and words that allow you to modify your search and sometimes to completely change its type. All you need to do is enter them to narrow down the search area.
– When searching on Google, we can also use punctuation and punctuation marks, sometimes identified with search operators as “” + – # $ *. Their use may facilitate the search for specific information.
– The quoted mark (“”) is a commonly used character. Entering quotes in quotes means that the pages will be searched in order to find exactly such a phrase and the pages with the identical expression will be displayed.

Search on Google – in a nutshell

This is how Google’s search engine seems seemingly simple. We – as users – however, see “with our own eyes” only part of this process. The steps of crawling (scanning) and indexing remain invisible to us, and they are of great importance for the entire procedure. They are responsible for finding new and updated websites and entering them into the index. It is him who searches Internet robots after we enter the query. In addition, they allow you to display the most relevant results. However, the whole mechanism is constantly evolving to respond best to our needs. Because:
– The search language is becoming more and more natural,
– New programs (algorithms) are created to improve the accuracy of results,
– Search results are presented in various formats,
– Our activity on the Internet is used to obtain precise results,
– Location is included to ensure more accurate results.

Google’s search engine allows us to narrow the search range not only by using a natural query. Thanks to the appropriate tools, we have the opportunity to specify our expectations regarding the search engine. Operators, stop and punctuation characters, as well as “filters” allow to limit the type of results to eg graphics, films. e.t.c.

Google’s conduct is based on providing us with a product that best suits our current needs and expectations. That is why the search engine is constantly changing: from the user’s side it is becoming more and more natural and intuitive, while from the technical side it is growing more and more. Thanks to this approach, Google has conquered international markets, and currently its search engine is used by over 90% of users around the world.

Functionality: Whether from a small screen we read differently than from a large screen

Articles comparing reading from large and small screen present conclusions very similar to those that combined reading from the screen and paper. This time it’s not a piece of paper, but the big screen is the place where the reader’s eye slows down. He rushes on the screen of the smartphone.

Reading from a large screen seems to be more insightful and pleasant, while reading from a smartphone is supposed to be more superficial and requires more effort.

What does this mean for people who write web content? Do you have to write even more succinctly and simply? Although the answer “yes” seems intuitive, the research clearly does not confirm it.

Yes, the attention of the person reading the text from a small screen is usually very dispersed. People often rush using smartphones, even if they do not have to do it, because the vast majority of mobile searches are done not on the way, but … at home. Even so, the average session time is twice as short when reading from a small one rather than from a large screen.

So you have to write not shorter, but rather with breaks in mind:

– what is the most important to put in the beginning,                           

– divide the text into short paragraphs (consisting of 1-4 sentences),

– insert subheadings,

– summarize.

These are not new writing rules, but their importance is increasing. When we write for mobile users, we need to focus on what is most important. For example, I was tempted to enter the average session time on a smartphone in one of the previous paragraphs, but I decided that this is a detailed information that an interested person can complete by clicking the link.

When reading from a small screen, the memory is overloaded. A small fragment is displayed on the screen, so more often you need to refer to the saved context. There are few elements in short-term memory (according to George Miller there are 7 of them) and disappear from there after 20 seconds.

We must therefore write as clearly as possible, avoid ambiguity where it is unnecessary. For example, imagine that you find a course offer on the website called Designing pages for cavemen.

Hmm … it sounds interesting, but also weird. Is the “caveman” the definition of the client who would buy the course, or rather the recipient of the site, which the student will be able to design? In the first case, the customer could feel offended. In the second one, he might think that designing such a website is a very simple task, so it may not be worth buying a course.

Meanwhile, the author wanted to encourage the design of pages well-absorbed for the human mind. And the mind has not changed so much over the last 10,000 years (that is, from the time of cavemen). The title of the course will be more precise and simpler: Functionality and the human mind. How your clients think.

Despite the limitations that a small screen imposes on readers, there is no need to simplify the texts by force. Understanding the text read from the small screen does not fall, and can even grow.

Participants in one of the studies had to read articles on various topics using a telephone or computer. Half of the texts were easy, half – difficult, and users had access to both devices on both devices. After reading, they received a multiple-choice text, which helped to assess how well they understood the texts.

Interestingly, the level of understanding was slightly higher (by 3 percent) on mobile devices. Some respondents emphasized that they prefer to read on small screens due to finger scrolling or a smaller number of diffusers.

However, when reading from a small screen, we pay the price in the form of reading speed. It is the time of reading an article divided into its length, counted in words. With easy articles, the speed was similar, but readers slowed down when they faced harder text on a small screen. They spent over 30 milliseconds more over each word.

To achieve the same level of understanding as on a larger screen, the subjects had to read more carefully and try to remember the most important information or to return to the fragments already read.

So you do not have to simplify the easy-to-read text to read it well from the small screen. However, you should devote a lot of attention to difficult texts, such as: regulations, report or privacy policy. Thanks to the principles of simple writing, even the most intricate text can be easily formulated.

SEO: What makes mobile search stand out

In times when more searches are made from phones than from computers, and Google, regardless of which device you use, displays the results from your mobile index (Mobile-First Index), you should think about SEO in the context of smartphones.

A quick search for a goal is a distinguishing feature of mobile search. Big screens have been with us since the beginning of the Internet, after which then it was mostly surfing, so it wandered for pleasure, by accident making interesting discoveries.

We also use the smartphone to pass the time, but the analysis of phrases entered into the search engine shows that most of our inquiries have a clear purpose. They help in making decisions, also when we need it immediately, because we are in a shop or at the airport. In addition, such searches translate into actions very quickly, even within an hour.

So let’s get to know the logic of mobile search in order to reach the reader at the moment when he / she is most interested in our knowledge / service.

Smartphones dominated the local search (with the extremely popular phrase near me in the English-speaking world), but not only. They also mastered the first stage of the search. When we want to learn something, we enter the first questions in the search engine on the phone. Also when we are at home, because it is convenient, fast and does not require a computer. But further intensive searches are often carried out on a larger screen.

A good example is travel planning. For mobile search we are more likely to enter the phrase flights to than flights from. A person entering flights may not yet be sure where or when he wants to fly, and someone who is planning a flight with probably already made a decision or at least narrowed the options and prefers to book on a large the screen.

Phrases entered into the mobile search engine often take the form of questions, starting with: how, where, or, for example, Where to buy organic vegetables, Is the soy sauce is vegan, How to cook millet groats. Thus, titles or subheadings that start with these words will match the search queries.

Mobile phrases tend to be longer than those typed on larger screens, but they certainly contain shorter words, e.g. food instead of restaurant.

Smartphones are the most personal of all devices and so is the search. We are looking for information that is important from our point of view. Over the ocean, the meaning of phrase for me has increased (by 60% in two years), for example car insurance for me, which dog is good for me.

The phrases from I should also be popular, eg Which dog should I choose? Tools that meet these queries are insurance comparison websites or quizzes that help you choose a dog breed.

Please search engine for advice that we would ask friends for (eg comfortable climbing shoes). We try to be precise in your queries to get useful results as soon as possible, e.g. shampoo for dyed hair.

We want answers NOW. It’s not enough that we have it under the fingertips. We raise the bar higher. That is why search for the best word has increased significantly, for example the best toothpaste. Thus, the division into products requiring greater and lesser attention has disappeared. Customers want to be sure of every decision they make, small or large. Therefore, they expect advice, ideas and inspiration.

Copywriting: How to describe links to raise the ranking

The third part of the press will be devoted to an inconspicuous subject, which is very important for both the reader and the search engine. This is the anchor text, whether in the polonized version of the anchor or the content of the link. Highlighted words that we click.

According to an accurate metaphor, Ireneusz Iwański, the descriptions of the links are like signs showing the possibility of exiting the motorway. They send signals to both the reader and the search engine.

The role of links does not end with the fact that they help the reader gain credible information from another side. Thanks to links, Google may consider your website to be:

– consistent with the intention of the reader,

– current,

– deserving a higher place in the ranking.

However, for the inconvenient link to do all of this, it must be accurately described. Suppose I want to put a link to an article Do not be afraid to write straight. What science research says about the benefits of affordable style.

The simplest option will be a “naked” URL, that is: https://www.paraphrase-online.com/blog/webwriting/synonyms-a-good-way-to-effective-web-positioning/. At first glance, you can see that such a link introduces visual confusion because it is not embedded in the text. It also gives a bad testimony about the author’s technical knowledge.

Let’s try differently then. To learn more about the rules of simple writing, click here. In many articles we find a clue to avoid such terms as click, check, read more. Why? Research on the functionality of websites unambiguously confirms that users are interested in effectiveness: they want to reach interesting content in the shortest possible time.

The reader who sees the words click here does not know what he will find on the other side of the link and is it worth waiting a few seconds for the new page to load. It starts to hesitate. And hesitation gives you the boost to click the Back button.

Yes, the first part of the sentence heralded what the article will be about (To learn more about the rules of simple writing …), however, this link stands out in color and catches the eye, so it is worth making it understandable regardless of the surrounding content, e.g. Simple writing can even make the most intricate text formulate easily.

What about click here? Sometimes you can leave them. It is a call to action and it will be useful when we want to draw the reader’s attention to any particularly useful and reliable source. Of course, you can refine such a request, eg Learn more about writing in simple language.

Do key phrases in link descriptions mean? It is worth using them, but they do not have to sound exactly as the search engine or phrases planning tools suggest. In our example, a precise keyword phrase would be a simple language. However, such a description of the link would be too poor to convey to the reader what the article is about.

Google hints and related phrases that appear under the results, for example how to write comprehensibly, can also help. The most important thing is, however, that the words you use are naturally associated with the text and are closely related to the topic. If only your link descriptions accurately describe the content to which you are sending, they will send a good signal to Google.

And how do the links influence the position in the ranking? After all, if you refer the reader to another source, you promote that page, not your own. Yes, but you can also post internal links in the article, that is, those that refer to your other texts.

Thanks to internal links, you set the paths by which readers move and give them an excuse to stay on the site. It’s a simple and yet very effective SEO technique thanks to which:

– the duration of the session is prolonged,

– the bounce rate decreases,

– the user browses more pages during one session.

All of these benefits will additionally mean that Google will consider the page to be compatible with the intention of the reader. For a search engine, compliance with the intention is even more important than compliance with the topic. Sometimes it happens that results consistent with the topic do not give the user what they are looking for.

Internal links have a good effect on page indexing. If the articles are closely related to each other, Google’s spider will be easier to follow the content you publish. So post links to at least a few of your articles in each post. You will gain something else in this way. Your older articles will be treated by the search engine as still valid.

Google appreciates the news and links leading from newer articles to older ones give the latter freshness. Those who follow your internal links refresh the content, showing that it is still up-to-date. Additionally, if you update your old article by adding some new paragraphs to it, Google will see it and crawl it again, which will probably raise its position.

Internal links also have an effect on something that is particularly valuable in SEO, i.e. links that lead to your site from other websites. An incoming link (backlink) provides Google with knowledge about what your site is about.

The more people put a link to my page with a description of a simple language, how to write comprehensively or anything similar, the more certainty a search engine will gain, that my site should take the place in the ranking for this phrase.

A large number of links from other websites that lead to your site is more important to Google than matching key phrases in the title or title, article length or page load time. Despite the changeable position of Google itself, research confirms that more reliable inbound links decide about a higher place in the ranking.

And what influence do internal links have on incoming links? Most people recommending your site probably post a link to the home page. The value of such a link is not as high for the search engine as the subpages link, e.g. those with your articles. By creating a close network of internal links, you increase the chance that other authors will send their readers to different sources on your site, not just to the home page.