New Year – some entered it with greater, others with less impetus, but certainly every entrepreneur with hope and plans for the development of their business on the Internet. 2020 gave many businesses a hard time and absolutely forced them to open up online. It was also a difficult exam for us – meeting the requirements of companies and providing equal service to each partner. Our activities for clients were not limited to generating more sales or promoting brand awareness. In many cases, we have supported companies that have just entered the online world, offering them survival assistance and new development opportunities in a difficult time of the pandemic. Many companies decide to invest in online marketing at the beginning of the year, which is why I decided to briefly discuss what cooperation with Paraphrase-Online.com looks like – what we are, what we expect and what you can expect from us. If you are interested, I invite you to read.

We like what we do

On this we base all our activities and projects in which we engage. If we have the heart for it, it means that we will do it the best we can. This is our promise and commitment in one.

If you decide to cooperate with Paraphrase-Online.com, you can count on the full commitment of our team. We will always look for the optimal solution for your business and tailor services to specific goals. We will adjust the form of cooperation to the size and requirements of your company.

We work for a positive, long-term effect. We plan strategies and invest resources in tools that will affect the success of your company – both today and in the future.

We treat each other as a partnership – mutual respect, understanding and trust in our specialists and the work they undertake are extremely important to us. If we are to act, then together – because we have a common goal.

Effects of work take time

For many entrepreneurs it is most difficult to accept the fact that it takes time to develop the expected results. Of course, it happens that we cooperate with a client and we notice an increase in sales or visibility in the first months. In most cases, however, it looks different – you have to wait for the results of the work you put in. Of course, paid channels bring results much faster than, for example, website positioning, but they also need time to learn and work out the most effective mechanisms possible.

So how long do you have to wait? This is best illustrated by examples of common situations.

Many customers expect us to implement solutions that will immediately guarantee them sudden growth and a leadership position. Previously, they used the services of another agency or acted internally, but decided to come to us, seeing that thanks to the technologies, tools and practice used, we can significantly improve the efficiency of activities carried out so far.

However, signing the contract does not mean that on the next day we will “launch the rocket” and conquer the universe immediately. Everything takes time and requires methodical operation. Well-thought marketing is not a sprint. It’s a marathon. In order not to burn out and not to strain the condition of the website or advertisements shortly after the start, you should carefully prepare – test a wide range of possibilities, settings and tools to choose the “master composition”. Even if we know that certain solutions work (e.g. in the case of e-commerce shopping campaigns), it does not mean that we will not launch a search engine or other channel. At the beginning, we want to test the available tools to see if it will bring specific results. Only after checking a specific channel can we be sure that it works. If it did not work, we can be sure that you can opt out of it in a specific case. However, we do not write off any solutions. Each channel has thousands of combinations that are perfect for a different industry. Testing is key to understanding which method is right for your business.

To sum up – the success that we guarantee to many of our clients is often several months of cooperation, implementation of hundreds of improvements, and testing of solutions and channels. When you decide to cooperate with Paraphrase-Online.com, you have to be prepared for it.

We work honestly for your success

We offer many solutions, we are open and willing to test, we expand our service package, develop our skills (e.g. in video creation, graphics, animation, additional analytical and UX tools, optimization) – so as to be able to fully serve each client, according to his needs and expectations, but also with the use of the latest methods of operation.

We try our best, but we are not miracle workers. If your advertising budget in the previous agency was $ 1000 and you decided to invest with us, we will tell you openly that with this amount we will not be able to increase sales by 400%. We can improve the effects by 20%, increase revenues by 30%, reduce costs by 25%. Enchanting reality is not enough – with this type of budget, increasing the profitability of a campaign by several hundred percent is in principle impossible, especially when actions were taken in the right way before starting cooperation with us.

Clearly defined level of service

We have a clearly defined time for our clients. We are advisers, consultants and partners. It is worth bearing in mind that by outsourcing the activities that our specialists deal with, you do not gain an additional employee available 24 hours a day, 7 days a week.

We are always in close contact and you can be sure that our specialist will always come back to you if you need advice. Yes, we are not a full-time employee of your company, although we will comprehensively deal with all the services you entrust to us – but if you expect constant, daily contact, tell us about it in the initial phase of talks – we will be able to clearly tell you whether it is feasible and how much you will pay for it so that both parties know what they can count on.

Really evaluate your business and the chances of success

It is hard. Nevertheless, if you spend 2-3 thousand dollars on advertising activities and you do not notice any effects, and we have checked all possible channels and keywords, unfortunately you should not count on changing the agency to bring any effect. It is then worth analyzing your business, website and offer.

Let me give you an example and explain why changing the agency will be of no use in this case. Suppose you run a coffee roaster. We have already checked all possible channels, keywords (e.g. coffee shop, roasted coffee, craft coffee), several people tried to run the campaign (with a similar budget), and the results are still missing. Do not be under the illusion that another agency, modifying a given keyword (eg instead of “coffee shop” will use “coffee online shop”), will completely change the performance of the campaign. If all the attempts used do not bring results, it means that the fault is not on the side of ineffective advertising activities – most likely something is clearly going wrong in your business model or offer. Although it is sometimes difficult to accept this fact, it is worth accepting it and analyzing your business. This is a good time to make the appropriate changes.

An internet campaign is only part of the business

Please note that we will not plan the entire business model for you if it is flawed. We know advertising, digital solutions and technologies and we can help you with this. Based on our experience, we can suggest what will work for you. You can completely trust us in these matters.

We are specialists in our field, and you, in terms of business goals, count on your precise guidelines to match them with our activities.

Online activities, though, can really drive sales and bring you huge profits. In order to record these effects, you need a clear strategy and a certain business model. And it is worth starting from, and even should be started.

Too often, we encounter the case that an online store owner orders an ad for $ 1,000 or $ 2,000, or even $ 10,000, and does nothing else. The store is empty, maladjusted, unprepared for the campaign, and apart from posting an advertisement directing traffic to the website, no other actions are taken to improve efficiency. If someone thinks that today it is enough to set up an online store and buy an advertisement, e.g. in Google Ads, with the help of an agency or a freelancer, then they are very wrong. Currently, all activities related to running a business must be more comprehensive. The days when someone started an online store in a garage and launched a simple $ 2,000 campaign is long gone and they are unlikely to come back.

Multichannel is a necessity, not a choice

Using a single channel to reach customers significantly reduces the effectiveness of all marketing activities. By choosing only one method of communication, you cannot expect your business to achieve spectacular results. If you know how the Chain Reaction Mechanism works, it will be easier to understand that operating in one channel drives traffic in the next – the evidence for the correctness of multichannel actions are the values presented in the graphs below. It’s obvious you have to start somewhere. We do not always have the option to go all the way right from the start, but in the long run the implementation of new channels is a must – if we do not do it, it will be difficult to scale the company and achieve at least the same or better results.

What happens if you intensify your activities by using different channels?
There is only one answer. There will be a so-called synergy. Through various formats and targeting in Google Ads, advertising on Youtube, Facebook, Instagram or Programmatic, you will both accelerate the success of each of them individually and strengthen the results in each of them.

Building a brand requires a lot of advertising activities

The barriers to entry today are much higher than a few years ago. It is worth taking into account that other companies, i.e. your competitors, have been on the market for longer and regularly spend these funds on advertising. They invest every month, e.g. $ 5,000 or $ 50,000. They have it already contracted in the budget and spend such sums regardless of whether they have better or worse results in a given period. Even if they do not achieve the current results, they are working on intensifying traffic on the site, which in the long run will certainly translate into profits. If you are just starting your business, be aware that you will incur marketing costs. This is an entry barrier that all companies must take into account.

As an owner of a start-up business, you will probably invest wisely in advertising, allocating about $ 2,000 to $ 3,000. Meanwhile, the competition has been spending 5,000 or 10,000 dollars on marketing for a long time. With such a disproportion you cannot expect any spectacular effects.

You need to learn about the operation of individual business models and examine the competition, check how much time is already on the market and what funds are spent on advertising. Of course, spending 50% of the funds available from competitors will, in some cases, estimate the potential of the entire channel. But with us, you can safely skip this stage of estimation. After all, it is because of experience that you hire us.

The guidelines that we submit for implementation are extremely important

It happens that customers ignore the list of recommendations prepared by our team. Some business owners feel that they do not need a mobile-friendly website. Others underestimate the role of redirects. It also happens that clients explain that they do not have enough time to introduce the suggested changes. And it is time that works to our advantage …

The implementation of changes based on the guidelines has a key role in achieving results! The client pays us for the website analysis as part of, for example, positioning or Google Ads campaigns, and we suggest actions that improve visibility and traffic within the website. As practice shows, it still happens that these suggestions are omitted and the client does not implement changes. Of course, this applies only to a certain part of the entities we support, but it is worth mentioning, because even those who rationalize their websites in terms of our guidelines, often do not realize the importance of this action.

If the changes are not implemented, it will certainly affect the results – both current and those expected in the future. When a client entrusts us with a specific task, he receives specific instructions in response, i.e. a work plan that must be performed on his side so that we can achieve the expected results together. It is very important – without appropriate modifications, we cannot efficiently perform our work and rationalize our activities. Of course, we understand that changes are introduced gradually, and in some cases it is necessary to wait six months or a year. However, if we unsuccessfully recall for a few months about minor, but necessary modifications, without which we will not achieve our goals, unfortunately such cooperation will end sooner or later.

The website is one of the most important components of your business

The online store should be treated exactly the same as a stationary point or office where contractors are received. If chaos reigns in the real space, e.g. in a supermarket or local shop, and the exhibition looks outdated, customers will avoid this place with a wide berth. The same goes for online stores. If the online store does not have a mobile version of the website, i.e. it does not work properly on a mobile phone, the potential customer will probably not return to it again. It is difficult to shop when the products are not showing up, and proceeding to transactions or making payments is a torment. This also applies to service pages – if you cannot find a clearly structured offer, gallery or portfolio on the company’s website, and in addition it is difficult to find contact details – acquiring a customer via the Internet will be a miracle. It’s time to accept the fact that users of virtual space have already got used to high standards of service.

At Paraphrase-Online.com, we can do a lot for you in the field of online advertising – improve the website, provide UX tips, implement tracking codes to better optimize the campaign. However, we are not able to change one thing – your approach to doing business.

The website – as a business resource – is still underestimated by many business owners. And very often, implementing a few changes on the website, rationalizing CTA, UX or improving the operation on mobile devices can significantly improve the effectiveness of the campaign. It happened that its effectiveness was increased by up to 50%, at the same cost.

It is worth adding, as if in defense of all Google Ads specialists, advertising specialists in other channels or positioners, that they are too often blamed for failure in terms of search engine visibility or poor sales results. In fact, such cases do not occur among customers who work closely with us and prioritize their website by making the suggested changes.

If we do our best work on the advertising side, but a given client neglects his website, and in fact his business, we will never achieve spectacular results.

Fixed budget for advertising

Only constant, repeatable advertising activities bring long-term effects – mass and regularity count. Constant reminding. I will use the arguments of the author of the book “How brands grow”, who places building and maintaining reach over the occasional but intense frequency of advertising activities. This is particularly important for companies whose customers rarely make decisions. The more often we remind them of cheaply bought traffic, the greater the likelihood that we will hit the moment when they are ready to buy.

Budget to service relationship

We often come across cases in which companies have extensive marketing departments (e.g. 10 people in a team) and spend e.g. $ 10,000 a month on online and offline advertising. Including team members’ salaries, they cost in the range of $ 30,000-40,000. A simple calculation shows that only or ¼ of them go to real advertising activities. Such companies very often have a problem with generating positive effects. This is a flawed concept. Nevertheless, it is worth analyzing your sources of marketing costs to allocate them appropriately.

When starting the business several years ago, any mention of an enterprise on the Internet was an innovative activity. Even underdeveloped websites already looked modern, but few companies and consumers appreciated the value of the web. Now having a website is essential. For several years, the race for the highest positions in TOP10 results in the most popular search engine – Google has been going on. Currently, among the billions of websites on the web, everyone wants to stand out and be on the first page in search results when asked by a user.

SEO a company website consists of many factors, stages and optimization activities performed on the website and beyond. This process requires an individual strategy, constant analysis of variables and adaptation of optimization activities to the current guidelines.

How does the Google search engine work?

By entering a query in the Google search engine, you get from thousands to millions of websites that potentially contain information relevant to you. It is Google that decides what it displays in the search results, but everyone can help with this by positioning their company page.

Indexing
Google uses crawlers to organize information from websites. They analyze websites, open the links they contain and collect and send data about these websites to Google servers. The systems scan the content of the page and the information obtained is registered in the search index.

Algorithms
Google’s ranking systems analyze billions of websites thanks to algorithms. After entering a query into the search engine window, you get certain results – however, many factors affect the display of certain pages, including:
– content of the inquiry,
– the relevance of the page,
– source value,
– user location,
– as well as about 200 other ranking factors.

Google’s mission is to organize the world’s information in such a way that it becomes widely available and useful for everyone. Hundreds of new websites are published on the web every second. Google handles billions of queries annually. In the maze of this information, the company, as it emphasizes, tries to protect the search results from dishonest companies and spammers who try to bypass individual systems and algorithms. On the other hand, however, they try to help business owners succeed by providing a variety of SEO tools and tips.

Goals of website SEO in the Google search engine

For many years, Google has been in the first place in the ranking of the popularity of search engines in the world. Therefore, the positioning of the company’s website on Google is decided by business owners who want to increase the visibility of the website in search results and are aware of how many benefits this can bring:
– increasing traffic on the website,
– more conversions (e.g. purchases or registrations),
– brand recognition,
– building awareness among consumers,
– creating the image of an expert and market leader.

Therefore, the website positioning process focuses on both sales and image goals. It is worth emphasizing that online activities also translate into reality and life outside the Internet. For example: a properly positioned website of a restaurant may be displayed to the user on the query: “Boston restaurant” in the first place in Google. A virtual user, even without going to this website, decides to trust the search engine and goes to this restaurant, turning from a user into a real customer. Such positioning effects, although impossible to measure, emphasize the essence of the entire process and confirm that it is worth investing in SEO and promoting the company on the Internet.

A multi-stage process of website SEO

The activities related to the optimization of the website in terms of search results (called Search Engine Optimization – SEO) include the optimization of the content, structure and code of the website. Positioning, apart from the aforementioned SEO, also includes activities in the field of content marketing, link profile building and web analytics.

The process consists of a series of works on the website, which are used to prepare the website for cooperation with the previously mentioned Google robots.

Website audit
The first step in the SEO process should be a website SEO audit. The verification and analysis should apply to both the technical side and the content available on the website. Information relating to organic traffic on individual subpages can be collected using Google Search Console and Google Analytics.

Based on the audit, a website positioning strategy is created. The most important thing is to be aware of the company’s business and marketing goals while working together, not forgetting the rules prevailing in the SEO world.

Key words or phrases
Another of the initial stages of website positioning on the web is the selection of appropriate keywords and phrases. The phrases are selected, after entering which in the search engine window, the positioned website would appear in the results. Words or phrases must be consistent with the nature of the company and the expectations of Internet users who are looking for information about products, services or issues that interest them.

Company website optimization

One of the key elements of positioning is website optimization, i.e. SEO. At this stage, the following occurs:
– domain link profile verification,
– developing content to be completed on the website,
– indexation of the page in the search engine,
– optimization of headers and metadata or execution of appropriate redirects,
– improvement of technical elements within the website (such as finding and removing broken subpages, using the 404 error in a positive way, optimizing the size of graphic files loading the page, etc.).

Verification and development of content for a website is an extremely important process – it is necessary to identify whether the website has internal duplicates and whether such duplicates do not appear on other websites. You should also verify that the content available on the website is unique and properly saturated with key phrases. It is therefore important to create or edit the content on the home page, product and category descriptions, and build valuable content. It is not only texts, but also graphics and photos. In cooperation with marketing specialists, you can optimize a website in such a way that it is valuable not only for Google robots, but above all for users and potential customers of a given company. Both Google’s guidelines and the usability and appearance of the website are taken into account.

An equally important element is the aforementioned optimization of headers and meta data (title and description) both on the main page and on individual subpages. Their proper use allows Google robots to find a given subpage and analyze the data contained therein. Meta title and meta description are displayed in the search results, showing users the topic and content of the page.

However, many technical aspects, such as the optimization of ALT attributes or HTTP headers, are invisible from the user’s perspective. It may also take into account, inter alia:
– page loading speed,
– responsiveness,
– redirects,
– SSL certificate,
– website code.

The work then focuses on improving the internal linking structure, which is one of the highly regarded SEO practices. This properly performed optimization stage helps to direct the attention of Google robots to the most important content on the page.

SEO the company website – one timer or a marathon?

Looking at the above-mentioned components of website positioning, SEO cannot or should not be a one-time action. If the work is to bring the intended results, it requires thorough analysis, diligently carried out activities and constant monitoring of the effects. Google guidelines, algorithms, the system and even the market are changing so dynamically that in order to stay in the position you have earned, you have to work on it all the time. Time is needed for proper indexing, planning and creating content, as well as building a link profile.

Google offers many business owners many opportunities to grow their businesses. It provides tools that make promoting your own business even more effective.

Google My Business

For example, a company’s showcase in Google Maps supports local positioning, improves the website’s visibility in search results and confirms the credibility of a given company. It is a free tool thanks to which you can inform the user about the days and hours of the company’s opening, as well as indicate the physical address and the company’s website.

Online advertising is a huge support for the conducted marketing activities. Positioning the company website is one of the most powerful advertising tools which, if used properly, can guarantee great success for almost any company.

First things first: whether you’re already running an e-commerce business or considering it, you need to be online. This is the only way to attract new customers and remind the old ones of your existence. Why is that so? The answer is simple. Today, most searches for specific products, as well as places that sell them, start online.

This is for a simple reason: almost everyone has a smartphone, and entering a query on Google or using the voice search engine is very simple and accessible. If so, you cannot afford not to be on the Internet. And how to mark your presence? Here are the most important aspects you need to keep in mind.

Advertising of a photo shop? Start with positioning!

Website positioning is the absolute basis of all the activities you undertake in connection with the promotion of your photo store. Why? Because without SEO solutions, it will be difficult for you to be “found” by customers interested in the offer of photographic equipment or accessories.

Remember that an assortment similar to yours is offered by many other points of sale – at the forefront of large chains of electronic stores. To compete with them, you must first show your audience that you exist. For this to happen, your website must appear high in Google search results for phrases related to the scope of the prepared offer.

And here’s the first important note: your keyword selection is HUGE. It cannot be done “by eye” because it is a road to nowhere. In theory, you can simply indicate the key categories of products offered and build content marketing activities and SEO content on them. Nevertheless… so does your competition. This puts you in a losing position.

Therefore, before choosing keywords, you will need:
– SEO audit in terms of the quality of your website – it is about both its functionality and technical facilities. Important issues include, among other things, whether the website is responsive (and thus whether it adapts to the displays of various end devices), and how fast it loads,
– keyword analysis – both those where your store may already be displayed somewhere in the search results, and those that have high potential. We are talking primarily about keywords from the so-called long tail, and therefore a much wider catalog of expressions.

A good specialist will also create a plan for the placement of these specific keywords in the content on individual subpages of the website. This is also a very important issue, because otherwise the results of the SEO company’s activities may be weakened.

Is positioning profitable?

The profitability of the SEO activities carried out cannot be overestimated – both in the context of short-term and long-term goals. The longer time perspective is particularly important, because the results of skilful optimization of the website code and its content will increase the visibility of the photo shop for a very long time.

The advantages of positioning are also:
– support for image and branding activities – possible thanks to the publication of valuable content related to the activity,
 – improving the functionality of the website,
 – more traffic on the website,
– better brand recognition.

However, it must be remembered that this is an investment, the return on which will not appear immediately. Often – especially when activities are carried out from scratch – it is necessary to wait several months or even longer for the results. However, when they finally come, they prove that it was worth being patient!

Attention! Although in theory you can carry out many SEO activities yourself, in practice it is better to do it in cooperation with an experienced specialist. Then you will be sure that the money invested in activities in this field will pay off.

Google Ads, i.e. a paid advertising for a photo store

The second way to promote the operation of a photo store on the web is to use Google Ads tools. This is a very beneficial solution, thanks to which you can quickly achieve the goals of your campaigns – e.g. those related to increasing website traffic. All thanks to the fact that Google is a very powerful platform that allows you to build spectacular ranges.

How can a photo shop ad be run on Google? The tools that are available are very wide. However, the most important ones are:
– Google Shopping advertising – very important, especially when promoting e-commerce activities. It is mainly about advertising consisting in displaying offers of specific products above the customer’s search results or on the right side of SERPs. In such a carousel or box, a photo of a specific product offered by you will be displayed, which is thematically related to the customer’s inquiry. There will also be the price of this product and a link to your e-shop. This form of promotion works well when the goal is to quickly increase the conversion of specific goods in the store,
– sponsored links – this is a form of advertising that displays a link to your offer above the organic results. While these results are clearly labeled as advertising, many users click on them, which helps you build your reach as well as increase your sales volume.
– Google Display Network – it is contextual advertising displayed in the form of banners on external websites visited by a potential recipient. This form of presentation is extremely attractive because it allows the client to follow the websites he visits. The most interesting version of contextual ads are those displayed in the remarketing system. These are the ones that are presented to people who have already visited your camera shop, looked at certain products, but have not made a purchase. When they see information about your offer again, they can come back to it.

What are the advantages of advertising a photo store in Google Ads?

Advertising in Google Ads is:
– a chance to quickly build ranges,
– the possibility of accelerating the sales process,
– easy adaptation of advertising messages to the needs of recipients at various stages of the shopping funnel,
– support for branding activities,
– easy monitoring of advertising results and a simple, transparent PPC billing system.

Of course, it’s worth remembering that this form of promotion is not without its drawbacks. The key factor is the short duration of the effect obtained. For this reason, the use of Google Ads must be combined with activities in the area of SEO to obtain a synergy effect.

Facebook photo store advertisement

Facebook is another communication channel that can be used to conduct effective promotional activities. Why can a Facebook photo store advertisement be a good solution? The answer is simple: your audience is here too. You can think about completely free methods of promoting yourself – including setting up a fan page and managing it yourself, as well as interacting with users on thematic groups. However, such activities should also be supported in the area of paid promotion.

The system of accounting for ads on Facebook works much like the one in Google, so you also pay for the effects in the form of impressions or clicks. You can also use very different forms of promotion – e.g. contextual advertising, post promotion, or displaying a carousel of products in the news feed. Everything depends on the goal of the campaign.

Facebook is a good promotional tool because:
– your clients are present here and they will be happy to take a look at the interesting proposals you present to them,
– you gain access to intuitive advertising tools that give measurable results,
– you have a chance to associate activities on social media with those conducted, for example, on a company blog or on external portals,
– you can combine an advertising campaign with branding activities.

It all has a huge impact on the final results – both in the short and long term.

Advertising in other social media: does it make sense for a photo shop?

Advertising your photo store on other social media also holds great potential. Why? Because on the one hand you can reach amateurs-enthusiasts with it, and on the other – professionals. You can communicate with the former, e.g. through campaigns on Pinterest or Instagram. However, experts should present their photographic equipment, e.g. on LinkedIn. There are many possibilities, and choosing the right ones should be preceded by a consultation with a good digital agency. This is your chance to plan an attractive campaign.

You should also appreciate being able to collaborate with better photographers or often in thematic groups – a wide wave can follow their example.

CMS = Content Management System

CMS stands for Content Management System. It is a type of software used to publish content on websites, as well as organize or modify them. CMSs were created primarily to facilitate the use of websites – especially those that are constantly updated and supplemented or contain a lot of content. These types of programs do not require knowledge of programming languages from users, and getting to know their functions is usually much easier than learning HTML or CSS. In principle, their operation should be intuitive and relatively easy.

There are different types of CMSs, but most of them are handled through a special administration panel. This type of software works in the network – just go to the appropriate page and log in to the panel to start working. Through the system, you can:
– add and modify articles,
– add and describe products, create categories and perform other activities related to running the store,
– add media (photos, graphics, videos),
– create and change the menu,
– manage the appearance of the website,
– update the offer,
– and even manage the newsletter.

The exact scope of functions and how to use them depend on the selected CMS, but usually these types of programs are similar to each other. Most also allow for the installation of additional modules that increase the functionality of the website (e.g. rating or comments system, maps, contact form, etc.)

CMS types

Content Management Systems can be divided into three main categories:
– Open Source,
– SaaS (Software as a Service),
– original, dedicated.

Open Source systems (eg WordPress), that is based on open source, are free and easily available. Users can create their own plugins, modules or graphic templates for them. Therefore, they usually offer very wide possibilities. Of course, their great advantage is also free access (although add-ons or templates are often paid for). Open Source systems are usually very secure, but you should remember to update them frequently.

CMSs of the SaaS type (eg Shoper) are subscription platforms – usually paid on a monthly basis. Users do not have access to the site code, and the capabilities of such programs are usually quite limited. However, access to basic functions and the lack of possibility to use dedicated solutions affect the ease of use of such systems.

Proprietary (dedicated) CMSs are created for the needs of specific clients. Rather, this solution is used only by large companies because it is expensive. The dedicated system includes an individually developed graphic template and functions selected in accordance with the needs of the customer. It is also usually designed to be as easy to use as possible. However, it also has some drawbacks. First, creating an original CMS is expensive. Moreover, it binds the client permanently with the agency that created it. It also happens that the level of its protection against hacker attacks is quite weak.

How to choose a CMS – the most popular solutions

Choosing a CMS is a completely individual matter. Certainly, you should take into account the security, functionality, performance and stability of a given system. In addition, it is worth checking how its operation looks – whether it is intuitive and comfortable enough. A very important aspect is also the possibility of website optimization. The more possibilities of using SEO tools, the better for the website’s visibility in the search engine, and thus for your business.

If you have specific, exorbitant requirements and the costs do not count for you, you can buy a dedicated CMS. Most website administrators, however, choose ready-made solutions. Read on for their most important features and functions below to make the right choice easier.

WordPress
It is the most popular CMS in the world. It is an Open Source platform that is considered to be one of the simplest (if not the simplest). WordPress has many advantages. One is a huge community that creates countless templates, plugins and add-ons. Thanks to this, the system offers really wide possibilities of use. The intuitive administration panel should also be considered an advantage. This makes WordPress perfect even for people who do not know any programming language and are not familiar with complicated internet tools. WordPress is of course free, although some of the templates and plugins are paid. It is perfect for creating blogs and simple websites. However, in conjunction with WooCommerce, it can also be used to operate an online store. It is possible to use SEO tools – sites based on WordPress usually have no problems with positioning.

Joomla!
Joomla also belongs to the Open Source group. It used to be the first system in this category. It is more extensive, but also a bit less intuitive to use than WordPress. There are many tutorials and other educational materials to get familiar with the tool. Internet users can also seek help on discussion forums, although the number of people using this system is decreasing. It is a good choice for slightly more advanced users who have high expectations of CMS. It is also worth noting that the system has been translated into as many as 64 languages.

Drupal
Drupal is an even more advanced system that works well for complex websites. It has an extensive administration panel and many functions that allow for efficient website management and the introduction of various modifications. Consequently, its operation is more complicated. In addition, it requires at least basic knowledge of HTML, PHP and CSS, so it is not intended for complete beginners.

Typo3
Typo3 is a complex CMS with very large possibilities. It is very suitable for simple pages, although not very simple on its own. Therefore, it is recommended primarily for professionals and advanced users. It takes some time to get to know it well, but it is modular and comprehensive. There are several thousand extensions compatible with the system, which allow you to build exactly the website you dream about.

Quick.Cms
It is a comprehensive system often compared to WordPress or Joomla! It is not very complicated to use and is suitable for creating a variety of websites. It is also suitable for beginners because it is very intuitive and does not require specialist knowledge. However, compared to other similar tools, it has a small number of plugins. It is very good at SEO and allows for effective website positioning.

Blogger
Blogger is simple software designed to create, as you might have guessed, blogs. It is a very good tool for beginners, but its possibilities are limited.

Which CMS to choose? It depends primarily on your skills and requirements, as well as the type of website you are building. The advantage of the above solutions, however, is that you can try them out for free. Familiarize yourself with the administration panel and the possibilities of several platforms, and the decision will be easier!

CMS for online stores

You can also find many CMSs on the web intended solely for creating online stores. They have features that are useful to e-commerce users. They are also often very user-friendly. The most popular solutions include:
– PrestaShop,
– WooCommerce (used in conjunction with WordPress),
– Magento,
– Shoper,
– Shoplo.

Both Open Source and SaaS platforms are available with varying levels of complexity. Therefore, everyone has a chance to find a tool that will satisfy them.

Advantages of CMS systems

Is a CMS necessary to create or run a website? Of course not. However, the popularity of this type of platform speaks for itself. Their main advantages are:
– facilitating work on creating, updating and modifying the website,
– intuitive operation, which means that you do not need experience or specialist knowledge to create websites, especially knowledge of programming languages,
– availability – most of these types of platforms are free,
– open code – most CMSs are Open Source platforms, which means you can use many plugins, templates and add-ons (as well as create your own!),
– the possibility of comprehensive management of the website content,
– the ability to take care of aspects related to SEO,
– the ability to create accounts with different permissions in the system,
– flexibility – the ability to create various types of websites, from one-page, through blogs, to multi-site portals and stores.

All this means that most of the websites on the Internet are currently created based on CMSs. This is a way for more people to manage published content on their own, and at the same time convenient tools for everyone.

It is not our intention to duplicate that post or refresh it after many years. Therefore, this time we will not present in detail what a long tail is and convince you why it is worth focusing on long tail positioning. We want to tell you how to prepare your website in terms of positioning for long tail and what good practices support it. It is also worth finding out how you can know your real long tail.

For whom will the long tail be especially important?

However, it will not do without a short reminder. The term long tail is used by positioners to define more complex, and therefore more precise and unique, keywords that generate traffic for a given website. Such a keyword phrase consists of a few words. While the long tail can often account for most of the traffic that leads to a given side, it varies greatly internally. There will be no clear leaders here – the most common keywords. However, since this internally fragmented pool of keywords gathered together gives valuable and converting traffic on the website, it means that it is worth taking a look at it and taking care of it. The long tail should not be underestimated.

Long tail will be especially important for online stores. This does not mean that websites presenting services will not benefit from them – they will definitely feel them, though on a different scale. However, it is the extensive websites with a rich offer that will be the biggest beneficiaries of optimization in terms of strengthening the long tail. Considering how influenced by the situation in 2020, trading has become more online than it has ever been before, it is definitely worth strengthening your online store.

Can I monitor long tail phrases?

Can a long tail be somehow grasped, examined, and the most “fat” pieces extracted? Definitely yes. Positioners have at their disposal specialized industry tools that allow you to assess, for example, how many phrases that Google connects to a given website are in the top 10. These tools perform a comprehensive assessment of the website, in isolation from the phrases that are included in the SEO contract and which are monitored. Sounds complicated? We will illustrate this with an example. We position a brand new online store that has just started operating. There is no traffic yet, nor are there any keywords visible in the top 10 on Google.com. By signing the contract, we declared that we would conduct detailed monitoring of positions for 200 keywords selected together with the client. For these phrases, Paraphrase-Online.com measures the position daily. Information on this subject is visible in the customer’s panel and in the reports that he receives periodically. Thanks to this, we know that, for example, after six months of the 200 phrases written in the contract, 150 words are in the top 10. But does this fully reflect the scale of the website’s visibility on the Internet? Another tool can tell us the four-digit number of phrases in the top 10.

By testing the website with SEO tools that do not know the provisions of the contract and the list of keywords, we can determine how many phrases generally related to this website are in the top 10, i.e. after entering how many keywords this website will be displayed in the top 10 search results for a given term.

The number of top 10 phrases for a given website may change by making a month-to-month comparison. When we are dealing with a website that already has a history and established visibility on the Internet, we can compare the results from before the start of positioning (e.g. a month before signing the contract) with the current ones. Thanks to this comparison, you can see how many activities of SEO specialists gave the website and how they increased its visibility in the top 10.

Both parameters – measurement in the context of keywords included in the contract and measurement made with the use of additional tools and referring to the website as a whole – are not mutually exclusive and do not collide with each other. Their combination gives a more complete picture of the effectiveness of positioning and the support it gives the website.

Is there any way to know your long tail beyond the paid tools for positioners in the pro version? The free Google Search Console tool comes to the rescue, which provides a lot of useful information, for example about queries that lead to clicks and visits to the website, and also estimates the position of the keyword generating impressions and clicks. The analysis of the phrases that are visible there allows you to identify those matching the long tail criteria, as well as assess whether they generate clicks and in what positions they are. For the record, we note that these criteria for catching page entry phrases will apply not only in the context of long tails. They will also help you catch shorter but valuable phrases that can be used for promotion, and which were not included in the original set of keywords for positioning for various reasons.

General phrases versus long tail

At the outset, we can say that general phrases should not be opposed to those of the long tail. They are entered into the search engine by various groups of potential customers and, as a result, have different functions. The extensive phrases characteristic of the long tail indicate more precisely expressed expectations regarding the product that our potential client is looking for. General terms are most often entered identically and at the beginning of your search, before the purchase, when you do not have precise expectations yet. General terms can also mean searching for information or a loose examination, rather than an immediate desire to make a purchase.

How to effectively support long tail?

Effective support for long tail phrases can take place at the level of building or optimizing an existing website. We selected 4 elements that are important in the context of long tail optimization, and which are not associated with complicated interventions in the website.

A. Meta title and meta description
The fact that the meta tags: meta title and meta description are particularly important for positioning has been mentioned more than once in our publications on SEO. Since the optimization for long tail concerns mainly subpages with products and subpages related to product categories, it is important to take care of meta tags for these subpages. Setting the same meta tags for the entire website will be a big mistake. Such a duplicate is definitely undesirable from an SEO point of view. We realize that setting up unique meta tags for each product “out of hand” is quite a challenge. Therefore, it is necessary to automatically generate meta tags, which will use, for example, a unique product name (or product category – in the case of category subpages), and at the end there will be e.g. a suffix with the name of the store or company. If we use pagination and products from the same category are visible on more than one subpage, then you should also take care of the uniqueness of these meta tags on subsequent page views. The solution may be to reach for a cleverly interwoven note such as “page 2”, “page 3” etc. What can be done in terms of unique and non-duplicate descriptions? In this case, you can use unique content published on subpages, which will become the basis for meta description. It is worth emphasizing that the meta title tag is more important than meta description in the context of SEO.

B. Page headers
We will write about the importance of headers in terms of diversifying the content in point 4 dedicated to content issues. It’s a good idea to place headers on your website and use keywords in them. If we have a subpage dedicated to, for example, women’s tracksuits available in our offer, then instead of the casual “women’s” headings, it is worth placing keywords describing our offer in the hx headings: women’s tracksuits – cotton, pastel, oversize, printed, etc. Of course, all the keywords and terms that they form a long tail need not appear in a single header. In such a situation, it is worth dividing them among several headings. Of course, there may also be a headline on the page that does not include keywords – not everyone has to include them. However, it is worth using at least some of the headers as space for keywords and terms that may become key to the search.

C. Url address
Words keywords and words that are used to search for products from our offer can also be placed in the url of subpages. We do not encourage the machine to change the current, even imperfect addresses of subpages – improper approach to this topic may cause damage to the website. However, if we are faced with adding new subpages or rebuilding the website, then when planning a new structure and addresses of subpages, take into account that they contain important passwords, in full wording. Referring to the example from the previous section: it is better to have the term “women’s tracksuits” in the subpage address of the category than “women’s”. The subpage of the product should also have a user-friendly url that takes into account specific passwords. However, do not go overboard with the length of the url, as an address of more than 100 characters is too much. Blog entries are also a problem more often than product pages.

D. Content matters
Of course, you can identify the best-selling products and product categories for an online store. This pool is most often reflected in a keyword set, which is saved as an attachment to the SEO contract. These are also phrases for which position monitoring will be carried out – daily research that allows to capture drops and increases or the phrase entering the top 10. Potential customers, however, enter much more variations on the query than is usually included in the list of keywords selected for monitoring. There are some important features for them. When analyzing the keywords that led to entering the website, it is worth knowing what words and terms to use when describing the available product or service. Rich content corresponding to inquiries – not only the most popular ones – is an action supporting positioning, taking into account the long tail. The best place to introduce content supporting phrases described as long tail will be the subpage of the product categories or the products themselves. Being aware of the enormity of the project, which is content optimization (not only for long tail phrases), we encourage you to do it in stages. It is better to gradually implement new content, even in small portions, than to abandon the idea entirely.

The content published on the page on the page must be visible to robots in order to be indexed. They must also be unique content if they are to positively affect the SEO process. It can be said that all the rules for good content that apply in the context of optimization also apply to enhancing content in terms of long tail. As a reminder, it will be:
– uniqueness – the text on the website should not be duplicated on other websites,
– don’t skimp on words – an extensive text will be better than a casual approach to the topic,
– the text should not be monolithic, it is worth using the division into paragraphs, use headings and include keywords in them,
– the text should be linguistically attractive and correct, encouraging people to read, and at the same time providing information that will facilitate making a consumer decision,
– available for network robots,
– systematically developed.