Google Tag Manager – what is it?

Google Tag Manager is a tool that allows you to easily add scripts (or tags) to the website, remove or modify them. In other words, thanks to it, you can manage all the tags we need from one place to analyze data from the website more effectively, increase conversion, track traffic sources, etc. Using GTM, we do not have to interfere directly with the website every time we want to implement a new script. site code. It is a kind of intermediary, thanks to which you do not have to insert any tags “rigidly”, burdening and slowing down the page. It also allows you to avoid errors that may occur when you try to implement the tag manually.

Over time, we place more and more tags on websites. The most popular are the Google Analytics tag, thanks to which we can collect data on traffic and conversion on the website, the Facebook pixel that allows us to measure the effectiveness of advertisements, or the Google Ads remarketing tag. However, there are also many other scripts that are useful from a marketing point of view. Thanks to GTM, we do not have to place all of them manually on the website – we just need to implement the Google Tag Manager code once, and we can implement all other tags through it.

How is Google Tag Manager built?

In Google Tag Manager, the account is the highest in the structure – it collects all the smaller subsets in the tool. Within the account, we can create containers, i.e. figuratively speaking, separate boxes for collections of tags. Each container has its own code to be implemented in the code of the page. After its implementation, the entire collection of tags contained in it is active on the website.

The tag itself is a type of tracking code that, once installed on your website, starts collecting data – this could be information about traffic, conversions, etc. – depending on the type of tag. Each tag should have an assigned rule that says when the script should run – we can add a rule that the tag should work on all subpages or only on some of them – for example, when measuring the conversion, we will assign a rule that the script should collect data only from the purchase confirmation page.

Assigning permissions in Google Tag Manager

In Google Tag Manager, we can grant permissions both at the account level and at the level of the container itself. If we want a user to have access to all the containers we have created, we should give them account-level permissions. We have two types of permissions here: Read Only and View, Edit and Manage. However, it is worth knowing that the second type of permissions cannot be edited within the containers – it only allows you to see what settings have been selected for each of them.

If we want to give the user the ability to edit the container or do not want to give him access to the entire account, we should grant permissions at the container level. In this case, we have three options: View Only (view only), View and Edit (view and editing) and View, Edit, Delete & Publish (view, edit, delete and publish). Thanks to this, we can freely manage access to the account and maintain full control over the data it contains.

Why is it worth having a Google Tag Manager?

Facilitation when making changes to the website
Sooner or later, most pages need updating or even more radical corrections. If, however, we change the appearance of the website, CMS system or template, it is necessary to transfer all scripts implemented directly in the code. When there are a lot of them, it is easy to skip any of them or paste them incorrectly, and in addition, it is simply tedious and time-consuming. By using the Google Tag Manager, we have an easier task – you just need to move the code to the container in which we placed the tags from a given site to trigger all the scripts on a given page. Therefore, it is worth thinking about implementing GTM at the beginning of running a website – at first it may seem that there are not many scripts, so this is an unnecessary difficulty, but their number can quickly grow and make any changes difficult.

Faster website loading
Each additional script in the page code makes the site a bit slower, and the longer the page load time, the more likely the user will get impatient. Thanks to GTM, it is easier to keep order in tags and to easily remove those that we do not need, so as not to unnecessarily burden the site. However, using this solution has one more important advantage – thanks to it, tags can be loaded asynchronously. what does it mean? Simply put, faster loading scripts do not have to wait for others, which shortens the overall page loading time.

Container template import option
If we have prepared and implemented a set of tags on one page, we can easily import it to a new account. Thanks to this, we do not have to waste time creating a completely new container with scripts if we launch a second or another website.

Ability to disable tags
If we implement the scripts directly on the website, we have to completely remove them if we do not want them to collect data further. However, we do not always want to decide on such a radical solution – sometimes we are not sure whether we will need a given tag in the future. With the help of Google Tag Manager, we can simply temporarily disable a given script.

Ability to quickly verify the correctness of the script implementation
Google Tag Manager gives you the ability to preview and debug, so you don’t have to wait to see if the tag has been properly implemented. Otherwise, we would have to wait for the tag to collect the data to be sure the implementation was successful.

Possibility to implement tags without the help of a programmer
When it comes to tampering with the website code, most people prefer to seek the help of a specialist to make sure that the change does not cause problems with the website. The need to involve a programmer in the implementation not only extends the entire process, but may also be associated with an additional cost. However, if we use Google Tag Manager, we can implement new scripts ourselves, being sure that we are not threatened by a long-term failure of the website caused by the new tag. If, as a result of our actions, the website starts to work incorrectly, it is enough to return to the container settings before the last script was deployed.

Theory, or what is this creation – JavaScript?

The website is in the form of code that is read by browsers and rendered as indicated. The next elements of the website are added via HTML tags. The appearance of the page requires adding an additional file, written in css. The most common styles are located in the style.css file.

Websites built on HTML and CSS are relatively simple. Creating complex websites requires the use of more technically advanced solutions, allowing for dynamic content delivery, HTML rendering at the server level, and processing information from users and saving them in a database. The use of additional technologies also makes the form of providing information on the website more attractive.

Building dynamic applications is possible thanks to a wide range of programming languages, extending the functionality of websites. One of the most popular programming languages in recent years has been JavaScript. This is confirmed, inter alia, by The 2020 State of the Octoverse report summarizing the activities of developers within the GitHub platform.

JavaScript was created in late 1995. Initially, it was used primarily to validate information entered by the user (e.g. the correctness of an e-mail address in a form), today it allows you to build dynamic websites. Thanks to the scripts, the website “lives” and reacts to the user’s actions – the image gallery becomes interactive, pop-ups can be closed, and Google Analytics collects information about the traffic on the site. JS is also responsible for other elements without which websites do not seem to meet modern standards:
– infinite scroll (i.e. loading subsequent elements, e.g. products without reloading the page),
– comments and ratings,
– internal linking,
– “the best” lists of products or articles.

The choice of JavaScript as the technology on which the website will be based allows you to place on it elements downloaded from external sources, for example the Google Maps API or API from social networks.

JavaScript code is in a file saved as .js (usually script.js) – a link to it is inserted in the head section of the page or immediately before the final body tag (which is recommended). However, some code fragments are also placed directly between html tags (e.g. the script responsible for Google Analytics), which allows the code to be executed (i.e. the appearance of a specific action on the page) before the entire HTML and CSS structure is loaded. Unfortunately, such treatments usually have a negative impact on the rendering speed of the website – so it is worth using this option to a limited extent.

Within websites built according to this standard, at first the HTML structure is loaded, which is then supplemented with CSS code. Finally, the JS code is executed according to the sequence of the following items in the file – top to bottom.

Client-side Rendering or Server Side Rendering?

JavaScript is a specific language – it can be executed on the server side (server-side) and on the browser side (client-side). Both options allow you to build a modern web application that is attractive to users and web robots.

Server-side rendering (SSR) is the most popular method of displaying web pages. The browser sends information to the server, which sends the response in the form of rendered HTML, which is displayed on our screen. The response speed depends on, among others:
– internet connection,
– server location (distance from the computer from which the query was sent),
– traffic on a given page (how many inquiries are sent at the same time),
– from website optimization, e.g. cache and the possibility of storing some files in the browser cache).

Each subsequent click causes the necessity to reload the page – the server sends a response containing HTML with the same elements as the previous subpage.

Client-side Rendering allows you to render responses on the client side – most often the web browser. In this case, in response to the browser request, the server sends a JavaScript file, which is responsible for creating the HTML structure and adding content to it. In the case of moving to the next subpage, the website does not have to be reloaded – JS downloads the necessary content from the server and complements the previously rendered HTML skeleton. The server response is faster and the Internet connection is less loaded.

Client-side rendering is usually faster, but due to the need to execute all JS code, the first loading of the website may be longer than with SSR. Client-side rendering – rendering a view only for a given browser may cause problems with effective website positioning.

Google vs. JS – a bumpy road to success

The possibilities offered by JavaScript code had a significant impact on its popularity. JS allows, among others to create dynamic pages, based on a template written in html + css, supplemented with data downloaded, for example, from databases. Moreover, the potential of this language allows you to manipulate templates, create additional elements and render the page “on the fly” – while the program is running. On this principle, in the first years of its existence, Wix site builder – rendered websites based on JS code.

Unfortunately, as I mentioned above, this solution is not conducive to ranking high in the Google search engine. Network robots from the Mountain View company for many years were not able to analyze JavaScript pages well, which in turn resulted in the inability to compete in SERPs. In recent years, Google has declared to improve its capabilities in this area, but the effectiveness of reading the code files is not always satisfactory.

SEO JavaScript pages requires, first of all, to know how Googlebot processes JS code. For static pages, the robot’s flowchart is quite simple.

Google checks if it can enter a given address (access for robots can be blocked in the robots.txt file or tag in <head>), then downloads the page data – HTML structure and at the same time checks what is on all links in the code. Then the CSS files are read and the page is sent for indexing. This process is different for JavaScript pages.

As you can see, the path that Googlebot has to travel is much more complicated. After downloading the HTML file, it downloads the CSS and JS code which is necessary to render the page. It then supplements it with resources from external sources (if any) and renders the page. The appearance of the page and the necessary elements of its structure are contained in the JS code, which allows you to manipulate individual fragments and adapt them to the user’s needs.

Rendering the code before it is indexed may take a long time and Google does not guarantee that it will get all the information we wanted to include on the page. It has to do with with the number of URLs the robot scans during the day – the so-called “Crawl budget”. Taking into account the needs of Googlebot allows it to effectively crawl under the page, which translates into the visibility of the site in search results.

Drawing a Googlebot path gives a clear overview of the complexity of positioning JavaScript-based pages. Unfortunately, it does not inform about the risks and problems that may arise during the next steps.

JS pages – what does Google see?

Websites based largely on JavaScript code have always been a big challenge for Google robots. Their indexation level is increasing, but they are still not as high as we could wish for.

Google renders pages differently than the average browser, and uses the page in a different way than the user. The algorithm of operation focuses primarily on the elements that are necessary to render the website. It may omit those it deems less important and, as a result, ignore them during indexing. This is problematic especially in a situation when these fragments contain the content of the page, which was intended to become a ticket to high positions in search results. Data dependent on cookies are particularly exposed to the risk of remaining invisible – if the content is served on their basis, Google will probably not reach it. Additional issues are also the speed at which the code is executed – bad optimization may extend the entire process and cause the robot to abandon it.

The second problem is the lack of Googlebot activity when visiting the website – Google does not scroll the page, does not click where the user is and blocks automatic video playback. Unlike other visitors to the site, it may not reach all the prepared content and not have a complete picture of the site.

Information on how Google renders our site can be obtained using the Mobile Optimization Test. After entering the address, Mobile Test will download the subpage indicated by us and return information about the rendering process – including messages about problems. A preview of the rendered page will also appear on the right.

You can also check the page in Google Search Console – “URL Check”. Both forms of site rendering control allow you to obtain the data necessary to introduce any changes and improve the indexation of the site based on JS.

Single Page Apps – React, Vue.js and other frameworks

Strong emphasis on the speed of data delivery and the popularity of technologies used in mobile applications has resulted in the growing popularity of Single Page Apps websites. This type of website has one html file, which is used to render subsequent subpages. The content is downloaded dynamically from the server through JS requests.

SPAs are fast and well received by users. During the visit, the browser downloads all static elements, the remaining content is read during the visit. Transitions between successive fragments of the page are dynamic – we avoid the moment of reloading the page. From the user’s position, it looks the same as in the case of more traditional pages – e.g. links in the menu have a familiar form, but after clicking on them, the browser does not download data from the next html file – in fact it remains in the basic index.html, and the content is downloaded are from the database and rendered with JS.

To build Single Page Apps, the AJAX model is used, which allows communication with the server in an asynchronous manner, which does not require the document to be refreshed with each user interaction with the site. Pages are built with what Wikipedia refers to as the “application framework” framework. The framework is responsible for the application structure, mechanism of operation, components and necessary libraries. The most popular frameworks include React, which is used to build application interfaces. Vue.js and Ember.js are also frequently used. The framework developed and promoted by Google is called “Angular”. The most popular frameworks allow for server-side rendering of websites (which is recommended from the perspective of easy page crawling by Googlebot) and take into account the requirements of mobile browsers.

As we mentioned earlier, Google is not always able to deal with these types of sites, which makes the positioning of some Single Page App based on JavaScript without proper optimization may be impossible. A good example is the website. The website provides a lot of historical information (taken from Wikipedia), but Google does not see its potential.

While in the case of a website of this type, the lack of presence in Google is not that significant, in the case of a store it can significantly affect the interest of customers. Pages created using popular frameworks – React, Vue.js or Angular, allow you to introduce elements necessary to appear in the Google index and serve content in a way that allows you to compete in terms of position.

SEO and optimization of JS pages

The solutions enabled by the JavaScript code have a positive impact on the speed of the website and its reception by users. However, seeing the page by potential customers is only half the battle – most of them reach our URL only when they find it in Google search results.

Optimizing web pages with a lot of JavaScript code requires changes that seem obvious to static pages.

Access for network robots
As mentioned earlier, Googlebot will first check if the URL it encounters is accessible to it. This applies to all resources within it – including JS and CSS files. Google’s rendering of JS pages requires full code access, so avoid blocking these resources in your robots.txt file.

Urls
One of the problems that can be encountered when optimizing a site based largely on JS, is the lack of “traditional” links to subsequent pages of the site. Googlebot focuses only on the links placed in the href attribute, in the <a> tag.

Another problem with URLs typical of sites with lots of JS is the use of URLs with “#”. The cross allows you to avoid the need to scroll through the document and move directly to the selected fragment.

One solution to these problems is to use the HTML5 History API. It allows you to manipulate the browser’s history – e.g. change the address in the browser’s address bar and change the content, without having to reload the subpage. The API is built into most frameworks (including React Router), which makes it much easier to build websites that allow for positioning in Google. Note – such solutions will not be effective with old versions of browsers.

Among other problems with URLs, it is also worth noting quite a lot of potential for duplicate pages, with addresses that differ in case of letters or slash at the end. Placing a canonical link in the <head> section fixes this problem. The address they contain will be unambiguous information for Google.

Sitemap.xml
The element that makes indexing the site much easier are files containing links to all addresses within the domain – sitemap. The sitemap is a list to which all addresses to which we want to invite the bot should be included.

Redirects and the problem of apparent errors 404
One of the important elements of the website optimization process is catching broken URLs and directing them to new, correct ones. Redirects 301, 302, etc. are performed within the server. However, in the case of the Single Page App, this solution cannot be applied. As the Google Help Center suggests, and as proven by Search Engine Land’s testing, proper use of JS code will work in a similar way.

Redirecting JS will allow you to redirect the address to the next subpage, but it will not give the answer typical for redirects made on the server. However, from the point of view of presence in search results, this is not a problem. Redirecting effectively replaces the old address with a new one that may go further in the ranking.

window.location.replace replaces the current document with the one at the given address. The address and contents of the original document will not be cached. This type of procedure is another example of the effective use of the previously mentioned HTML5 History API.

Other important server response codes for network robots include 404, “Not Found”. In the case of JS pages (although this problem also occurs with badly configured static pages), the lack of a document at the given address will be read by the server as a correct 200 answer. As a result, the search engine index may find non-existent addresses with no content. In order to overcome this problem and inform robots about the need to look at other subpages, it is worth supplementing the code with a fragment that allows you to get the desired answer from the server.

Loading delay
Page speed is one of the factors contributing to good website visibility. The optimal speed of content delivery and other content elements allows for comfortable use of the website without overloading the user’s internet connection. One of the most effective solutions is lazy loading – delaying the loading of certain website elements. Note – incorrect implementation may block access to important website resources and, as a result, prevent Googlebot from accessing key content for positioning.

When loading, priority should be given to the HTML structure that allows you to “build the page” and its content. Next in the queue are the graphics, which most often have the greatest impact on the amount of data downloaded to load your site. The use of lazy loading allows you to render successive elements visible on the screen in the first one, allowing for later loading of fragments available after scrolling below.

Titles, descriptions …
You can’t do effective SEO without optimizing your titles and descriptions. In the case of Single Page App pages, based on frameworks such as React, Ember or Angular, it is worth considering adding a module or library that allows for any modification of these tags. In the case of applications built on React, the most frequently chosen library is React Router and React Helmet. The Gatsby framework based on React is also becoming more and more popular.

Testing and troubleshooting JavaScript application SEO

Positioning of Javascript-based websites has not been possible for many years. The development of methods to deliver content to web crawlers is in line with improving Google’s ability to render and read JS sites. However, there is still a significant risk of errors when indexing the content of our website – the solution provided by Google is not perfect.

The guarantee of the appearance in the SERPs is to allow access to the site by Google robots and control the content displayed by them. For this purpose, it is worth not to limit yourself to testing the website, especially with the help of the previously indicated Google tools.

Dynamic rendering – ready for Googlebot

As part of improving the relationship between Googlebot and JavaScript, Google in its documentation suggests using various tricks that allow for better processing of JS code. One of them is dynamic rendering.

Dynamic rendering is based on identifying the client (e.g. a browser or a web robot) and providing him with a response tailored to his technical capabilities. In practice, when the query is made by the user (web browser), the page will be rendered in the normal way – the HTML file will be downloaded and the desired content will be downloaded from the database with the help of a request sent by a JS script. When Googlebot asks for a given URL, the server will send a render of the page containing static HTML, which will enable faster indexing of its content.

An API called Rendertron can be used to implement dynamic rendering, which works as a standalone HTTP server. It renders the contents of URLs readable by bots that don’t execute JavaScript correctly. Rendertron allows you to save the rendered file in the cache, which significantly speeds up the sending of responses to the bot. The data in the cache will be updated automatically at intervals specified by us.

Pre-rendered documents are also useful from the point of view of other clients – they allow you to prepare content suitable for readers used by the visually impaired.

SEO and JavaScript – summary

The growing emphasis on the speed of serving content will certainly result in a further increase in the popularity of the JavaScript language. Google also takes this into account and is constantly working to improve the indexing of the content accessible with the help of JS. Appropriate optimization and the use of bot-friendly solutions are the key to high positions in search results, even for Single Page App and other JS-based sites.

The e-commerce industry is developing dynamically, and the number of people who decide to buy online is growing every year, and the pandemic has only accelerated this process. Clothing and accessories are among the goods that we buy most often on the Web. This is good news for you, but you also need to remember that along with the demand to buy outfits online, so does the supply. That is why it is so important – apart from an interesting, unique offer, good prices or well-thought-out brand building – an effective advertisement for an online store with clothes.

Advertising of an online clothes store – what does it consist of?

The world of on-line advertising is extremely vast. That is why there is a lot of tools waiting for you with which you can promote yourself. What can you choose from? The key solutions are:

… And therefore advertising conducted mainly in the Internet search engine. If you are not on Google, you do not exist. If you want to increase your reach quickly, you can invest in advertising on this site. Its key aspect is the so-called sponsored links, i.e. those displayed to recipients above the organic search results, at the very top of the page.

But that’s not all. The Google advertising platform also gives you the possibility of conducting campaigns on external portals – a link to your website will appear there in the form of a clickable banner.
A hellishly effective form of advertising clothes is also Google Shopping – a tool that gives you the opportunity to run product campaigns directly on the search engine page. When the customer enters the name of the product you have in your assortment, your store’s offer – with a photo of the product – will be displayed directly to him, along with the price. It therefore increases the likelihood of conversion.

Advertising of the online store with clothes in social media

Fashion is a topic that arouses wide interest among Internet users. That is why it is worth reaching them, for example, through promotion on Facebook or Instagram. First of all, use the basic and free promotion tools – run your store profiles in key social media and present interesting styles there. You can also actively contribute to groups related to fashion topics. This way, you will increase your organic ranges step by step.

Paid advertising tools offer equally many interesting options – in social media, just like in Google, you can precisely define the target audience and the purpose of advertising. Regardless of whether you want to increase the visibility and awareness of your brand, or support a specific promotional campaign and increase conversion – you can choose the form of communication that will bring the best results – e.g. remarketing.

Content marketing

Content marketing will work especially in the context of image advertising and website positioning, but also as a supplement to other promotional channels. For example, by running a blog on your e-shop’s website, you can present your own valuable content on social media profiles, and at the same time support long-tail positioning. But that’s not all. It is also worth remembering about sponsored articles – posted on fashion portals will allow you not only to build valuable links with references to your e-store, but also increase the visibility of your offer.

SEO

Activities related to increasing “organic” visibility in search engines are a complement to classic advertising campaigns and one of the key elements of effective e-store promotion on the Web. In this context, it is worth taking care of the optimization of the online store for search engines – i.e. supplement it with valuable descriptions of categories, subcategories and, if possible, the products themselves, or build a strong link profile and optimize images.

Effective advertising of an online clothes store, i.e. what?

Just learning about the tools with which you can promote yourself on the Web is only the first step towards making your online clothing store advertising a real success. It is important both where and how you run the campaign.

It is worth remembering that:

Clearly define the target group to which the advertising message will be directed. It will depend on what clothes you offer – e.g. women’s or men’s, youth-style or rather business-style. It is worth outlining specific customer personas so as to personalize the messages prepared for them.

Clearly define the purpose of the conducted advertising campaign – the ultimate one is, of course, the improvement of sales results, but … the marketing funnel is much longer. Therefore, image-building campaigns that build brand awareness or aimed at acquiring leads also work well – e.g. in order to be able to run a mailing campaign later.

Configure ads correctly – although advertising panels on Google or Facebook seem quite easy to use, in fact an inexperienced user may set the campaign parameters incorrectly, and as a result – waste the communication potential. The subsequent optimization of the campaign is extremely important in order to invest money as effectively as possible.

Observe the results of ongoing promotional activities on an ongoing basis – monitoring with the use of analytical tools will allow for possible corrections or drawing conclusions for the next campaign.

This article, of course, only generally answers your question about the preferred forms of advertising for an online clothes store. However, take a look around our blog – you will find here a lot of inspiration and knowledge on various areas of marketing that will allow you to make an informed decision.

– 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.

SEO billing models and their consequences

The SEO service requires investment, especially at the start, just after signing the contract and auditing the website and links. These investments in the case of a positioning agreement relate to, among others preparation of new content by copywriters (both those that will reach the client’s site and those that will find their use during linking) or planning and performing linking. It will not be a betrayal of the secret that the most of this expenditure is at the start of the contract. This does not mean, however, that they are missing or becoming minimal at further stages of the contract. High-quality positioning facilities are also a permanent position on the expenditure side. Specifically understood savings in this area, expressed in, among others, placing poor quality texts in small amounts or in small quantities or linking from one client site to many clients’ sites (in addition not necessarily thematically related) is a shortcut and it is not for success.

It cannot be denied that the first activities with a fresh contract must be carried out on a grand scale. At this point, the question may arise: will the positioning company stand for such a momentum in the case of a contract that depends on the effect? The first, very low invoices (or lack thereof) mean the need to “credit” the positioning service and the associated tendency to limit positioning work to the economically calculating minimum. It does not have to be synonymous with the needs of the website and the effectiveness of positioning work.

Price means quality

For this reason, we prefer a clear approach to our potential clients. SEO is a service for which the price is linked to the quality and scope of work performed. Our packages clearly and unambiguously present the scope of activities performed, determine what is included in the package chosen by the customer, and what additional activities mean additional costs. There is no reason to believe that SEO, unlike other services, is a charity activity in which the provider of this service has no right to earn. In the case of mobile operators, the customer, choosing the lowest subscription package, will not receive a “no limit” offer and the latest flagship smartphone for a dollar. You can look at the positioning service in a similar way.

Does this mean that these lower SEO packages do not bring value and benefits to their customers choosing? No. We encourage our clients to choose packages that are most adequate to the needs of their businesses and budget options at the same time. Therefore, by presenting SEO packages from the Paraphrase-Online.com offer, we suggest which package works in the context of which website and type of business (local SEO, for online stores, etc.). We treat it as a convenient signpost among a packet of packets, a hint as to which solution works in certain circumstances.

Preparing the subscription offer, we give our clients transparency, predictability of expenses and a certain level of service. The subscription settlement formula also gives you the freedom to work long-term with more difficult phrases that are included in the positioning contract. In this situation, a set of phrases may correspond to the real needs of the customer, effective promotion, and not a focus on quick reimbursement of incurred costs, which is often achieved in the contract for the effect of using simple and weak in terms of advertising potential phrases that are quick and easy to position.

Currently, the subscription model is gaining popularity, and settlement for the effect is losing importance. This can be associated with, among others with a move away from positioning to a few phrases or treatment of positioning services on the principle of “we will add some links and the effect will do itself”.

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.

Online store advertising – the main benefits

Online store advertising can bring measurable benefits – provided that it is based on a carefully developed strategy and is well thought out. Therefore, it requires considerable skill and sensitivity – it is important because the slightest mistake can have the opposite effect to the intended one.

– You become visible to network users – Online store advertising has no time limits, therefore you become visible to network users. This is a huge opportunity, considering the fact that every day over 4 billion people use the Internet worldwide.

– You are visible without time limits – Online store advertising can be displayed around the clock – 7 days a week. There are no time limits here, e.g. related to the opening hours of the store. Thanks to this, potential customers can see your offer even when the store is closed. What’s more – if it is an e-store, they can make purchases as soon as they become familiar with the content of the advertising message.

– You adjust the cost of advertising to the budget – Store advertising on the Internet is very flexible in terms of costs. You can customize each campaign to your budget – even the most limited budget. While, for example, $250 is not enough for advertising on the radio or television, such an amount spent on advertising on the web can bring satisfactory results and convince you to in-depth investments in the selected channel.

– You can specify the target group with more precision – You can tailor online advertising to your target group. Using the right tools, you are able to direct the message exactly where it will bring the best results, e.g. increase in sales, increase brand recognition, etc. (If the store’s offer is addressed e.g. to men in the 30-45 age group, the message will reach them In its creation, you can use their preferences or use it to speak “their language”).

– You constantly monitor the effectiveness of advertising – Online store advertising is completely measurable. It is possible to constantly monitor the course of the campaign, which allows you to assess the effectiveness. This way you know which channels bring the best results, and which ones you can opt out because they don’t translate into traffic.

– You can modify your campaign – Online store advertising is characterized by great flexibility. The message can be quickly and easily modified if it proves to be ineffective.

How and where to advertise a store on the Internet?

Online store advertising offers many possibilities. Choosing the right channels depends not only on the budget available, but also on many other factors. An important role may be played by, among others whether you run a stationary store or do online sales.

– SEO
SEO is a series of activities that make a store visible in an internet search engine. However, the point is not to be in the search engine at all, but to get there high enough positions for relevant phrases. Statistics show that the majority of network users pay attention only to addresses of sites occupying TOP10 search results. This means that the positions on the following pages reduce the chance of reaching potential customers.

Taking high positions in the search engine is easier when you sell by mail order. You can do, among others store optimization, among others by modifying category descriptions, creating unique product descriptions, creating content within the blog. Publishing articles on external websites is also helpful.

– Google Ads
Google Ads is a paid advertisement that has two options.

One of them is AdWords campaigns based on sponsored links for specific keywords. When a user types a specific phrase, an advertisement for your store will appear above the organic results.

Another option is the so-called banner campaigns on external websites. The store’s advertisement will be displayed on various portals – when the user clicks, he will be directed to the website of the online store.

– Advertising in social media
Running a Facebook fanpage is one of the elements of online advertising. However, it is worth going a step further by opting for paid advertising campaigns. Facebook offers increasingly broad methods of promoting its products due to the growing pressure of monetizing the whole environment. You can not only start various posts and formats, but also invest in remarketing, abandoned baskets, lead ads, promotions on messenger or instagram.

Store advertising on the Internet – alone or with experts?

Nothing prevents you from running an advertising campaign yourself. However, you need the right knowledge and various tools can be useful. Lack of experience in this field may result in … throwing money away.

So if you are just starting your adventure in implementing advertising campaigns, rely on the help of experts. By choosing cooperation with an experienced agency, you will better choose the target group, set the optimal duration of the campaign, and choose the right tools. Remember that the budget devoted to cooperation with experts does not have to be larger – aiming at the right actions can translate into savings. With specialists, you won’t go astray and randomly test specific advertising tools.

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.

There are at least several reasons to have unique content. First of all, this has an impact on the usability of our site for Internet users. Legal aspects are also important, as well as improving the internal optimization of the website, which also translates into the visibility of the page in the search results. You should also not forget about other services that support the visibility of the site on Google, like the Google My Business service.

The user, once again hitting the same or very similar content, may feel frustrated. However, if we are the only one to provide him with qualitative content, which in addition will contain a solution to his problem – he will stay on our site for longer.

Legal problems are possible when the content we add to our site comes from another source protected by copyright. It can be a different blog or company website. Before using such texts or graphics, it is worth contacting the author and try to get permission to use them. Lack of appropriate consent may be associated with severe fines, including financial penalties, and even removal of the entire website from the Internet.

However, one can not hide the fact that SEO is one of the main goals. Having unique content means that we can adjust the content to our website so that it is maximally SEO-friendly. It is important, however, not to publish copies of the text inside the website and outside it. Otherwise, we will be able to talk about the phenomenon of “duplicate content”.

How to avoid duplicate content?

The solution is quite simple. You can always use a free paraphrasing tool, just like Paraphrase Online. Thanks to this solution, you will gain an advantage over the competition and maybe you will be ahead of them in the search results, having the most relevant content. Good quality unique SEO friendly content will make your website appear in the search results. In addition, providing content dedicated to the key word you are interested in will increase the chance for success and achieving your goals.

SEO is a series of activities that aim to achieve the highest position in natural search results by a given website. This process consists of “on page” activities like the optimization of the website itself (this action is known as SEO – Search Engine Optimization), as well as “off page” work carried out outside the website itself. One of the most important ranking factors is unique content.

Some people still want their content to be written by hand. They’re used to create sentence after sentence and rewrite articles to ensure content quality. Although it is the simplest practice, it can take many hours or days to achieve.

But there are also the people who are either too lethargic to rewrite their article or recognize the meaning of time and are therefore looking for a free paraphrasing tool. If you are like the majority of people who know a value of your time, you have come to a perfect place.

Paraphrase Online is the best article rewriter on the web. It changes single words and phrases very quickly, and what’s most imprtant – accurately. To put it briefly: Google likes when content is unique and does not like it when they are replicated in the same form between different websites. This makes sense, because in order to provide users with the best quality possible search results, information can not circulate on the web in the same form. There is always a chance to describe a question with other words and to look at it from different angles. Therefore, the mentioned uniqueness is rewarded. If you have the right knowledge for your industry and you’re equiped with a free rewording sofware like Paraphrase Online, nothing will stand in your way!