Google Analytics

Google Analytics is a tool that allows you to track the effectiveness of online activities. Thanks to it, you can find out which subpages of the website are most frequently visited, what are the sources of traffic on the website, where conversions come from and what our audience looks like. Google Analytics allows you to create personalized reports that make measuring the effectiveness of your marketing activities quick and easy. It is a free tool, and in order to use it, you just need to implement a special tracking code on your website. However, it is worth knowing that while the monitoring of the effects is simple, the correct definition of reports and setting the tool requires a lot of knowledge and experience. Therefore, when starting your activities in Google Analytics, it is worth reading the guide on the tool or taking a course on its use.

Google Tag Manager

It is also a free tool provided by the giant from Mountain View. It is used to manage tags on the website. It is enough to implement the GTM tag in the code of your website, and we will be able to easily add all other scripts using this tool. This is a great solution, because adding tags directly on the page is a burden and slows down, and additionally increases the risk of incorrect implementation. Google Tag Manager is also helpful when making changes to the website, switching to a different CMS or changing the website template. In this case, we do not have to manually paste all scripts into the code – after adding the GTM script, all tags implemented there will still collect data correctly. We wrote more about this tool in the article Google Tag Manager – what is it?

Google Trends

From the Google Trends tool, we can find out what are the interests of Internet users from all over the world. After entering a specific query, we can observe trends for a given password over the last hours, days, months or even years. The tool shows the level of interest broken down into specific countries or search languages. Thanks to this, we can determine what interests our recipients to create interesting content or advertising campaigns tailored to their needs.

Google Search Console

This is another free website monitoring tool. Here we can check what external and internal links are associated with the site, track website traffic and domain visibility for individual keywords. Here, too, we can check if subpages are indexed by search engine robots and see a list of broken links on the page. It is also a place where we get information from Google about possible viruses on the website or penalties imposed for unfair positioning practices.

Canva

Canva is an easy-to-use graphic design tool for your website, social media, advertising and promotional materials (flyers, vouchers, posters, etc.). It includes ready-made templates to use, but also allows you to create your own designs based on available shapes, photos, graphics and fonts. Canva also allows you to create collaborative spaces for your team, so multiple people can work on the same project and access it from anywhere and on any device. The basic version of the program is free, but you have to pay for premium access with more features and templates.

Brand24

This marketing tool is used to monitor your brand on the web. It collects information about all mentions about it on news portals, blogs, forums and social media. Thanks to this, you can control what users think about the company, quickly react to possible crises and shape the brand image. It is mainly of PR importance, but it also allows, for example, to establish a dialogue with recipients. When you see a mention of a company on the web, you can leave a comment on the website or join a discussion, gaining a chance to attract users to your website.

Ahrefs

Ahrefs is a website positioning tool. In addition, however, it also allows, for example, to study the profile of external links and measure its strength. Thanks to this, you can find out how effective the so-called off-site SEO, i.e. activities taken outside the website. The Keyword Explorer, the keyword search engine with the greatest potential, is very well polished. Using Ahrefs, we can also check, for example, which keywords are visible on individual blog entries of the competition in order to fight it for a position in the ranking.

Answer the Public

Answer the Public is a tool thanks to which we can find keywords related to any phrase. The program will show us in which contexts a given query is used, which can be helpful, for example, when creating blog entries. It is not quite as advanced as Ahrefs, but it is worth mentioning as it allows free searches for a certain number of queries per day.

Newsletter tools

The company’s marketing tools should also include a newsletter creation program. We will not discuss them in detail here, as we did it in a separate post. It is worth mentioning here, however, that these are programs in which you can gather contacts and schedule the sending of messages with a very high acceptance rate (i.e. e-mails go to the main mailbox). Many of these tools provide templates that make your messages visually appealing and aesthetically pleasing. The most popular newsletter programs on the market include Mailer Lite, MailChimp, GetResponse and FreshMail.

Facebook Audience Insights

It is a free tool provided by Facebook, thanks to which we can get to know our audience. We can find out who the people interested in a given subject are, how old they are, where they live, what they like to do in their free time, how they behave on the Internet and many other things. Knowing this, we create content better suited to the needs of our target group – we know what problems they have and how our product or service can solve them.

Influtool

Influtool is a tool designed for brands that would like to cooperate with influencers. It allows you to get to know celebrities in a given field, as well as check the effectiveness of their activities on the Internet, including reach, impact on recipients, advertising potential and history of cooperation with brands (e.g. whether the influencer undertook activities with a competing brand). Thanks to this program, we can easily check whether cooperation with a specific person has a chance to bring profits and the desired publicity. Influtool takes into account activities on blogs and in the most popular social media, including Facebook, YouTube and TikTok.

WhitePress

WhitePress is, in turn, a platform that facilitates the acquisition of articles on external portals, thanks to which we increase brand recognition and obtain valuable external links. It acts as an intermediary between the ordering party and publishing houses, which significantly simplifies the process of buying sponsored articles, even on large, well-known portals. Through WhitePress, you can order the publication of an already written text or order the creation of an entry on a given topic.

Hubspot

It is a multifunctional tool with which you can automate many company processes. It is also a database of contacts and a system for managing them, a space for delegating tasks to colleagues, and additionally improves marketing activities. With it, you can create newsletters, plan and publish posts in social media, design landing pages, forms, CTA buttons or create personas. It is impossible to list all the possibilities of Hubspot here, so we refer to the article entirely devoted to this tool.

Social media planning tools

We have also described these types of marketing tools in detail in a separate entry. In short, however, it can be said that they are used to manage profiles on social media from one application. This way, we can easily publish posts in several places at the same time, create schedules for different platforms and respond to messages and comments from users from any medium. Thanks to this, our activities are better synchronized, and we have easier contact with users of all social media. Tools of this type include, among others, Hootsuite, Postplanner or NapoleonCat.

Webinar platforms

If we decide to create webinars for our audience, we will also need a program to support it. Thanks to such platforms, we can host webinars on various platforms, register attendees, send reminder emails, promote the event and store recordings for later playback. Some platforms also allow you to create paid events for which you can pay by card or PayPal. We can create webinars using tools such as ClickMeeting, GetResponse or GoToWebinar. We describe the programs in more detail in the article: Webinar Creation Tools.

The beginning of the SEO contract

The client in question operates in the Home and garden industry, and more precisely, offers indoor and outdoor lighting. We signed a contract with him in May 2019, so recently two years of cooperation in the positioning of the online store have passed. As we have already mentioned, the store was new then and it did not have an established position in search engines. The first pages have already been indexed and the website appeared in the results rankings, but these effects were disproportionate to the store’s potential. So, together with the client, we started to create a good history of the domain, which was to result in increased visibility on the web.

Initially, we put the greatest emphasis on creating a transparent, SEO-friendly structure of product categories. We developed an intuitive category tree and selected the most advantageous phrases, meta title and H1 headings for each subpage. After the client accepted our plan, we started to complete the category descriptions, taking into account the phrases selected for positioning. Our copywriters have created texts that describe a given group of products, which we then implemented on the client’s website. Gradually, we also started to build a valuable profile of links leading to a positioned website. Their quality was of key importance for us, because in the evaluation of algorithms, much more than quantity matters whether they come from pages that Google has previously found helpful for the user and trustworthy.

Results after 2 years of cooperation

After two years of work on positioning, the site has started to be quite well visible on the web. From May 2019 to May 2021, the number of phrases in TOP3 increased from 9 to 70, i.e. the client’s website was displayed in the highest positions on many strategic terms from the point of view of the brand. When it comes to phrases in TOP10, we recorded an increase of over 700% – the page appeared on the first page in the search engine for 771 terms. The number of keywords in the TOP50 also increased – from 1072 to 6649 to be exact.

We also obtained valuable links for the client with the dofollow attribute, i.e. those that network robots take into account when evaluating the website. They were placed mainly on the back pages of the relevant subject.

You have to anticipate in SEO

The list of factors taken into account by Google’s algorithm when determining page value is long and largely secret. The Mountain View company itself is reluctant to mention planned updates, and if it reveals a ranking factor, it is usually long after its introduction. Therefore, positioning is also about testing solutions, observing the results of various websites and drawing conclusions, which counts the most in the evaluation, and what will most likely be the most important in the future. Our analyzes led us to the conclusion that in the future, a large amount of valuable, unique content on the website will be of great importance, and in this direction we developed our clients’ websites the most.

Our forecasts turned out to be correct, and it did not take long to fulfill them. At the turn of May and June this year, there was an update, as a result of which pages with a small amount of content fell in the rankings, and those with SEO-optimized texts recorded large increases. This also happened with the website of the described client. Compared to the beginning of May to the end of July, the number of phrases in the top places changed as follows:
TOP3: from 70 to 124,
TOP10: from 771 to 1.12 thousand,
TOP50: from 6.64 thousand to 8.27 thousand.

This shows that the direction we are taking is the right one, and the visibility of the customer site is likely to increase even more in the coming months.

The discussed results were achieved through the Advanced package for e-commerce ($ 3,500 / month), which is intended for small online stores.