Ahrefs backlink checker
Ahrefs is one of the most comprehensive tools on the market for keyword verification, link building and content. Its main advantage, however, is the link building part, because it has the largest link base on the Internet, and thus the information that we can obtain through it is invaluable. In addition, this link base is updated every now and then so you know when you are losing links or when you are getting them. This is due to bots that, like Google, roam the Internet, but index links instead of pages.

AnswerThePublic
AnswerThePublic is a tool that allows you to find out what users are looking for on forums, blogs and social media. This is a free app for keyword research and creating content ideas. After entering the password, we receive dynamic charts containing the queries that were entered by Internet users into the Google search engine. Thus, we get a list of keywords from the so-called long tail. The website interface is in English, but the tool itself is simple and intuitive.

Check My Links
Check My Links is a Chrome extension that allows you to identify broken links on any website with one click. Broken links negatively affect the user experience and search engine optimization (SEO) efforts, so clearing them quickly is in our best interest. After starting Check My Links, the page scanning process begins. The results will be displayed in the form of a readable graph. You can also choose to scan pages automatically. Indexed links will be highlighted in the color corresponding to their status. Broken links are displayed in red.

Google Analytics
Google Analytics is a free tool from Google that is used to track website performance and collect information about visitors. It can help companies identify the main sources of user traffic, evaluate marketing efforts and campaigns, discover trends in user engagement that can be used to improve marketing campaigns, drive traffic to the site, and retain visitors for longer. As we can see above, Google Analytics provides statistics that are useful in the context of optimizing the website for search results (SEO) and for marketing purposes. Google Analytics as a free SEO tool is very handy!

Google Data Studio
Google Data Studio is a data reporting tool. It is used to create interactive and responsive dashboards that allow you to build your own panels using templates with a variety of charts, maps and tables. Access to advanced data makes it possible to evaluate the effectiveness of SEO activities, as we can see, among other things, site traffic and how your sites are indexed by search engine bots. Google Data Studio collects metrics and indicators that support decision making and strategy direction, so companies take less risk and increase the chances of achieving their goals.

Google Search Console
Free tool available for any site. Google Search Console, contains tons of data about our site related to organic search results, as well as various error reports. Search Console is constantly evolving as Google adds new features and changes its approach to what is important to users, for example, an emphasis on site speed means that some of the platform’s key error reports are related to speed. You may also see crawl errors for your site or pages that Google tried to add to its index but was not able to do so due to poor coding.

Google Trends
Google Trends is a free tool provided by Google that will allow us to compare the search popularity of different words or phrases. Thanks to this, we know what is the level of searching for a specific keyword in a given time period. This comparison is represented by a graph that shows the search terms from 2004 to the present, which allows us to see changes over time and geographically. Other data that is shared with us is the global heat map that graphically shows the index of the number of searches in different regions of each country, or the list of words related to each search phrase that shows a greater increase. Google Trends also gives us the opportunity to compare up to 5 terms at the same time, and thus see how their popularity has changed over time.

HubSpot Website Grader
Website Grader is a tool that can be used by all websites, not only those related to Hubspot. It is a great tool when we want to check what stage we are at in terms of our website and SEO activities. To use, enter a URL and an email address and Hubspot will crawl your site and present a scoreboard. Our website will be assessed in four broad categories: Performance, SEO, Mobile and Security. Thanks to HubSpot Website Grader, we will discover areas for improvement and find out what to do to make our website more SEO optimized.

Screaming Frog SEO Spider
Screaming Frog SEO Spider is a program that captures web links, images, CSS, scripts, and applications. It also downloads key page elements for SEO, presents them in tabs by type, and allows filtering for the most common SEO problems. You can view, analyze and filter information as it is collected. Screaming Frog SEO is especially helpful when analyzing medium to large sites where checking each page manually would be extremely laborious.

SEMrush site audit
SEMrush works well for small to medium sized websites. The site audit option will allow you to analyze a given page (in the free version up to 100 pages) and will check about 140 different parameters related to SEO. It is, among others, o duplicate content, broken links, HTTPS implementation, page indexing. The website audit results show an assessment expressed as a percentage and any errors that need to be corrected. Each item has information on why it matters and how to fix it.

SEOquake
SEOquake is an easy-to-use SEO tool. Just install it on your browser. The main advantage of SEOquake is the ability to view all data and indicators in the same place, which facilitates their interpretation and decision making in the field of website positioning. You can also get more complete information on page or keyword optimization thanks to the audit option. Another advantage is the insight into site metrics that rank in the results for the searched keyword.

Surfer SEO
Surfer SEO is a free SEO tool used to support website positioning through content optimization and the appropriate selection of keywords. The SEO Surfer analyzes the current top 50 results in Google Search for potential ranking factors for the searched phrase. It also comes with a built-in keyword research and SERP review tool that gives you the average word count or preferred content length and keyword frequency and page speed estimates.

Yoast SEO
Yoast SEO is a WordPress plugin that will improve our site’s search engine ranking by helping to optimize page content and keywords. Once installed on your WordPress site, the Yoast SEO plugin will appear on each of the pages and posts you create, then analyze the page content and make suggestions on how to improve it. Unless we have extensive SEO knowledge, regularly using Yoast SEO when publishing new pages or browsing existing ones is a great training. By using a plugin, we will start publishing content with optimization in mind, more instinctively.

Summary

If you want your website to attract more traffic and provide a better visitor experience, you should analyze it in terms of SEO, and there are hundreds of online tools available to help you with this. We’ve put together these free SEO tools that we find valuable at Paraphrase-Online.com and that are readily available. Within minutes, you can enjoy valuable feedback on your SEO. Free seo tools – or rather the ability to use them, will also increase your value on the labor market!

Internet Marketing allows you to advertise on the web through multiple channels. The key to achieving goals is combining them skillfully, but before that happens, at least basic knowledge about each of them is necessary. What are the most popular ways of reaching the customer?

Google Ads is one of the most popular advertising channels on the Internet. Its potential is used by thousands of companies from hundreds of different industries and allows you to increase profits and improve brand exposure on the Web.

The most common option advertisers use is text ads on the search network. Thanks to them, the advertisement can be placed above the results, ahead of “normal” pages on Google – placing a link in such a place is characterized by a high likelihood of a click, and thus redirecting the user to the advertiser’s website.

Although Google Ads ads are often identified only with the above-described display of sponsored links in the search results, this system offers much more possibilities. In addition to text ads, Google allows you to advertise your company on YouTube and – thanks to the Google Display Network (GDN) – on millions of different pages. GDN is one of the components that make up Google Ads. It includes micro websites and personal blogs, as well as big websites with a multi-million audience. These are both expert websites, comprehensively describing specialist topics, as well as websites with show business gossip or sports news. Advertising on YouTube can also be extremely profitable – YT is after all the second largest search engine in terms of traffic. Another interesting option may be to use the Display & Video 360 service, which allows, among others, finding and renting space in the largest VOD (Video on Demand) streaming services.

For online stores, the Google Shopping system is also important, thanks to which, after entering a specific phrase – for example “adidas predator sports shoes” above the search results (as well as over “classic” sponsored links), product suggestions will appear. Such a panel contains a photo of the item, the name of the store, price and a link redirecting to the product page in a given store.

Ads in Google Ads are billed in the CPC (cost per click) system. This means that we only pay when the user clicks on the ad and goes to the page being promoted. The mere display of an ad is completely free. There are no lower or upper spending limits in Google Ads – it all depends on the industry, business competition, and even the time of day.

SEO

In a nutshell, SEO (Search Engine Optimization), also known as page positioning (wrongly because SEO is one of the elements of positioning), deals with increasing the visibility of the website in search engines. After entering a specific phrase into the search engine, the engine usually returns to us an ordered list of several thousand pages. The essence of positioning is to get a specific page at the top of the ranking – and if not, at least high enough to successfully generate entries and attract potential customers. The vast majority of users do not look at the second page of the search results, or even the items at the bottom of the first page. For this reason, the presence in the “top” of the results is of enormous importance and the thought about which marketing channels to choose usually starts with the positioning of the pages.

The position of the page is determined by the search engine’s algorithm on the basis of over 200 factors of different “strength”. Web bots analyze the content on the website, the technical aspects of building the website, as well as the links leading to the website. Due to the constant updates of the algorithm and the fact that a large part of the aforementioned factors has never been officially disclosed by Google, effective positioning requires a lot of experience and constant experiments at the same time.

We divide SEO activities into:

A. On-site SEO
This term defines the actions that we can perform on the website – often increase the amount of content and refine its quality, adjust the content to keywords, and also take care of reducing the loading time of the site, compression of graphics, implementation of the SSL certificate or correct display on various resolutions and devices ( this is very important – most of the traffic today is via smartphones).

B. Off-site SEO
This SEO department gathers links that lead to a positioned page. Google assumes that users share links to websites they consider valuable – regardless of whether it is an online store with interesting promotions or a website with study aids for students. Therefore, an important factor in determining the ranking of pages after entering a given phrase is the profile of links from external websites leading to the website. Of course, each link has a different value – some do not affect the “strength” of the site, while others will be important. The goal is to collect links that have a real impact on the position of the site – moreover, it must be done as naturally as possible, according to Google’s “social proof of rightness”.

What else should you know about SEO at the beginning? First of all, it’s important to remember that positioning takes time. In the case of campaigns implemented with the use of the Google Ads or Facebook Ads system, the increase in traffic occurs almost immediately. SEO usually brings results only after a few months – PPC campaigns are often compared to a sprint, and positioning activities to a marathon. On the other hand, SEO as a long-term activity is, in the end, the cheapest way to increase website traffic and attract new customers.

It is worth remembering that positioning works not only for companies operating on a national scale. On the Web, we also look for facilities, services or products in our immediate vicinity, and due to the increasing popularity of smartphones and services based on GPS technology, many companies can change their Internet presence thanks to local positioning.

Social Media

Over the years, social media has become an inseparable part of life, and thus also of business. In most industries, running profiles on various websites – for example Facebook, Instagram, Twitter, and increasingly also TikTok and others – has become a necessity. With the help of such profiles, we can attract customers, make contact with those already present, get feedback and present not only our products, but also the company as such – its approach to business, values or a team of employees.

Advertising in social media has come a long way. While just a few years ago it was enough to have a profile and run it “smartly”, today Facebook and other portals often limit the organic reach, so that the published post will be shown in extreme cases to only a fraction of subscribers. PPC ads come in handy, as they operate in a similar way as Google Ads, they reach a large number of users and help in acquiring customers or increasing brand awareness. In the vast majority of cases, in 2021 it is no longer possible to promote in social media without investing in advertising.

The key to efficient communication in social media is to adjust the communication code to the customs and users prevailing on a given platform. On Instagram, the main medium is graphics, and text – especially content longer than 2-3 sentences – is of little importance. LinkedIn brings together professionals and although it has long been more than just an “online CV”, work-related content is still the most important there (which means that it is worth looking for B2B clients there). Teens and young adults are the dominant group on TikTok, but due to the dynamic growth, more and more older users can also be found there. Facebook, on the other hand, is still the largest social platform with great potential for brand owners, but has long since lost the sympathy of the youngest users. This does not mean that they cannot be found there, but in the collective consciousness Facebook is slowly becoming “booming”.

This shows how vigorous social media changes are, and nothing is given forever. Due to the number of users, companies and brands present on various portals, building recognition based on adjusting to trends becomes the key. Therefore, marketing channels require constant tracking and adapting messages to the current social situation.

It is true that articles or films on a given topic remain on the servers and usually, even many years after the original publication, they are still available, but the harsh truth is that very often they simply do not interest any recipient anymore. Their online use-by date has passed – such is the fate of the vast majority of news, reviews, sports reports, political commentaries and materials from hundreds of other categories. The Internet generates enormous amounts of information that we simply do not need – even those that recipients consider up-to-date and valuable at a given moment, in the vast majority of cases, will soon lose their recipients’ attention. The circle of digital life in all its glory.

There are, however, individual pieces of the Web that enjoy unflagging interest. Such content is called evergreen, in keeping with its name being evergreen and flourishing recognition, and hence – also organic traffic to the site. A post, website or movie called evergreen content generate visits all the time. There is no trick to it, although of course such an article must be created in accordance with good SEO practices and full of properly selected keywords. The most important thing, however, is that its content does not expire, while remaining up-to-date despite the passage of time.

In the case of portals on pop culture, evergreen articles will be, for example, journalistic materials about timeless book or film classics, which are considered a canon in a given field. However, in the tech industry, for example, things are a little more complicated. Both software and hardware change so dynamically that such texts very quickly become obsolete. An article about the best programs for a given task one year after publication may be simply based on outdated data, ergo useless for the user. From the website administrator’s perspective, a guide to a specific version of a given application loses its potential when customers migrate to the updated edition of the program.

Please note that seasonal content is not classified as evergreen content. The Google Trends chart for the phrase “presidential election” shows a huge increase in interest every 4 years, but in the periods between the elections, few users search for material on this topic. A similar situation occurs with other cyclical events – the football world championship, the Nobel Prize Gala, Golden Globe Awards or death anniversaries of famous people.

Evergreen content – examples

– Diet items – what to eat to lose weight, how to gain weight, etc .;
– Recipes for popular dishes – from scrambled eggs, to chili con carne, to preparing lobster;
– Training articles – sets of exercises for a specific audience and for a specific purpose;
– Dictionary content – definitions and translations of words or phrases;
– Various types of guides – e.g. gardening, renovation, computer;
– User manuals for specific tools.

Of course, this is only the tip – an article can be called an evergreen when its topicality (and thus the potential interest of the recipients) does not pass with time. It does not mean, however, that once written text should not be updated. While the assumption of evergreen is long, eternal topicality in mind, expanding the content with new data will always be desirable – both by recipients and by indexing robots. However, a well-written evergreen text does not require frequent completion, saving you time.

For this reason, evergreen content articles cannot define, for example, the vast majority of purchase guides with product proposals. Of course, guides “what to buy – [month, year]” can also generate valuable traffic and increase conversion in a given e-store, but it certainly contradicts the idea of evergreen.

Apart from several industries, current trends and store supplies are changing so dynamically that such texts have to be updated very often – even every few weeks.

How to write an evergreen article?

The main source of traffic for this type of content is organic traffic from search engines. In online marketing, intuition is very important, but it loses to something much more powerful – data analysis.

A. Keywords
The selection of appropriate keywords that will be placed in the text will be a priority, making it easier for users to find the article. So you have to answer the question: what phrases do people who are looking for content on a given topic enter into the search engine? If the topic has already been raised on competing websites – let’s not hide it, it probably is – you can analyze the content and structure of the text using various tools, and use the collected data to build your own project. Tools such as Google Trends, as well as Ahrefs, Senuto and Semstorm will be useful for this.

B. Adapt the text in line with good SEO practices
The article must be filled with valuable keywords, but in addition to the content, the form is also important. In order for it to fulfill its role, i.e. not only generating traffic, but not causing the reader to immediately turn off the card and turn to other sources of knowledge, it should be presented in an attractive structure. It consists of the entire visuals – text layout, division into paragraphs, used graphics, font and its color and many other factors.

C. Linking
Even the best-written and presented text will not make it to the top of the search results if it is not linked to it from various sides – especially in a competitive industry, where many other players are waiting for high positions. If the article is indeed very valuable from the user’s perspective, many links will naturally appear, harnessing the social power of the internet. Usually, however, even this is not enough to lift a subpage where it should be – at the very top. For this reason, it is worth using the help of professional positioners with experience, resources and skills in link building.

D. Copywriting and sales decency
When writing articles that are evergreen content in mind, it is easy to overdo it and turn to clickbait to encourage users to read even more. Sure, the main assumption of blog articles is most often, in addition to collecting traffic, encouraging – directly or indirectly – recipients to buy products, use the services of a given company or build brand prestige. However, evergreen’s article must carry not only sales, but also substantive value.

E. Protection against obsolescence
It is worth avoiding references to current events – although a country or the world is commenting on a matter, sensation or behavior at a given moment, in a few months the public’s attention will completely change its direction. References to a currently popular series or a political dispute are very catchy and often the most justified in terms of marketing, but in the long run they harm rather than help. It is hard to find a greater signal that the text was written a long time ago than an outdated joke or a saying that was only popular in its time.

Live Shopping – how does it work?

Online shopping has been gaining more and more popularity over the years, and the pandemic situation has only accelerated the process of switching customers from brick-and-mortar stores to the web. It is an option that we value for its convenience and time saving, but it cannot be denied that it does not provide shopping emotions similar to those that accompany us when we visit a shopping mall. We are talking here not only about the inability to try on, but also the lack of professional advice, the possibility of obtaining additional information and the feeling that shopping is not a mechanical activity, but a kind of experience.

Therefore, in order to meet the expectations of customers, clothing companies more and more often offer a slightly different, but for many people equally exciting experience of communing with the brand, namely Live Shopping. It is a type of online event that interested people can join via social media platforms to take an active part in presenting the collection. How does it look in practice? The brand organizes an event to which stylists or even influencers are often invited to present products live, discuss trends and provide fashion advice. Models who try on clothes from the collection, combining them according to expert advice, also participate in such meetings. Thanks to this, customers also get an element of inspiration, which in stores appears in the form of stylizations shown on mannequins. During such a presentation, there are often discounts that can only be used during the broadcast.

Live Shopping – the power of interaction

The very idea of presenting products through the media is not new. Already in the 70s of the last century, the first television channels specializing in the sale of live goods appeared in the United States. Recognizable program hosts participated in showing off product features, and as the show grew in popularity, stars recognized from other formats also joined them. The role of recipients, however, was limited only to the possibility of ordering goods over the phone. However, the idea of Live Shopping gives customers much more. Each user has a real influence on the shape of the program: they can ask questions, comment on an ongoing basis and ask for expert advice. Thanks to this, the whole process resembles standard shopping in a gallery, where you can count on the help of a salesman or saleswoman at any time.

An interesting aspect is the ability to interact also with other people who join the online event. Each user can read the opinions of people who have already bought a given item, which in turn gives the so-called social proof, i.e. social proof of rightness. Potential customers don’t have to rely solely on information from people the brand pays for the ad, but have access to user reviews like themselves. An additional attraction for buyers is the presence of influencers who present products, share their experiences and answer users’ questions. Thanks to this, two important mechanisms work: the shopping process turns into a show, and the user has the feeling that the distance between him and the star admired on TV or the Internet is shortening. And who of us would not like to go shopping with his idol as with an old friend?

Live Shopping and benefits for e-commerce

LiveShopping is a solution that is beneficial not only for customers, but also – and perhaps most importantly – for e-commerce sellers. The restrictions related to COVID-19 only accelerated the process that was visible much earlier – customers more and more often prefer comfortable online shopping to visiting stationary stores. For brands looking to adapt to the demands of today’s audience, it was clear long before the pandemic that they needed to find a way to engage their customers and provide them with an amazing online shopping experience, it was only unclear how.

However, social media came to the rescue. This is where the social life of people of the 21st century is more and more often focused and there we most often look for entertainment, advice and inspiration. It is also a natural way of interacting with people – not only friends, but also strangers with whom we share similar interests or life situations. For brands – especially clothing brands – it became clear that this is a response to the needs of a changing market. From the point of view of entrepreneurs, this form of shopping has several basic advantages.

Gives you immediate feedback on products
Live community shopping participants share comments, which allows the brand to gain feedback on its products and learn from them when planning next collections.

It allows you to reach your customers wherever they are
A city center, a cabin in the mountains or a villa on another continent – no matter where your potential customers are, you can engage them and help them make their purchasing decisions. The distance to the nearest shopping mall with a customer advisor is no longer important.

It allows you to use the potential of influencers
Events with recognizable faces always arouse emotions and interest among users. Their involvement increases the attractiveness of products in the eyes of buyers and may contribute to increasing sales.

It gives the possibility of establishing interpersonal contacts
Properly conducted LiveShopping gives the user the impression that they are shopping with friends, even if they do not know the people participating in the event. The feeling of communing with people is an additional bonus, especially in the age of pandemic restrictions.

Introduces the show element
Trying live, creating styles, discussing trends and interacting make online shopping more attractive and provide more excitement, which translates into a greater willingness to buy.

It allows you to better present the product
Photos are not able to show all the details of the product, and even the best text will not replace a live story. Therefore, streams give stores much more opportunities to present the advantages of the product.

It helps to attract new customers
Attractive content with a lot of useful information about the products is an element that attracts new audiences who have not had anything to do with the brand before.

Where does Live Shopping take place?

LiveShopping can be done using various mobile applications – both those dedicated to live purchases and the more versatile ones that we use every day. Currently, the most famous among Internet users are online shopping via Facebook and Instagram. The social giant offers the possibility of creating this type of event to every user with an account on the website, even if it is not a company fanpage. However, creating LiveShopping as a store gives you additional sales support options – you can add links to the goods in question or even distinguish products from the store run by this social platform.

There are even special groups on Facebook, such as Live Broadcasts or Sales Broadcasts, where live broadcasts of various brands are held. What does this mean for sellers? You can benefit from LiveShopping even if we don’t have our own community built around the brand yet.

In addition to Facebook and Instagram, there are also other applications that allow you to sell online. These include, among others:
– ShopShops – one of the first platforms of this type, operating since 2015. Initially, it was popular mainly in China, but now it is also very popular in other parts of the world, including the USA.
– Buywith – an application mainly for influencers who want to promote themselves in this way among Millennials and Generation Z.
– Popshoplive – also an app mainly for teenagers. It acts as an intermediary in payments and shipping, so it works well for teenagers who want to prove themselves in the sales field and appear online. IPhone only application.
– Yeay – the application is also aimed mainly at the clientele in the form of teenagers, but also available on the Play Store.
– WEBLIVEview – a platform created for larger brands that want to increase online sales. Intended primarily for the sale of high-end goods. Rather not for teenagers, but for a more mature clientele.
– Livescale – an application primarily for brands, not beginner influencers. More subdued in overtone, so it can be used to attract customers from higher age groups.

There are naturally many more applications for creating this type of content, and new ones appear on the market all the time.

Who is Live Shopping for?

This shopping model is used today by everyone – from large, recognizable brands, through small boutiques, influencers, to teenagers who want to get rid of unnecessary clothes from their wardrobe. You don’t need professional equipment, lighting or a recording studio to start selling this way. All you need is a smartphone with an application for LiveShopping, a charismatic conductor and basic knowledge of social media and you can join the starting race for the attention of live buyers. Will this trend really revolutionize e-commerce? One thing is certain – LiveShopping becomes louder and louder and is a method of brand promotion that is definitely worth getting to know better these days.