– SEO Marketing is a process whose goal is to constantly increase the position of a website in the search engine.
– It is a good solution for both service websites and online stores. However, your SEO strategy will be different in each of these cases.
– SEO Marketing is the cheapest method of acquiring customers on the Internet in the long term.

SEO Marketing – What is it?

SEO Marketing is a process of taking planned actions, thanks to which a given website will be found more effectively in the search engine, i.e. it will achieve better positions for specific phrases. As a result of SEO activities, pages become more visible to web crawlers.

We divide SEO optimization into two basic areas
– technical – we can mention here, among others code optimization, speed of the website, fixing errors, etc.,
– content – here we distinguish, for example, expanding the text content, optimizing headings, etc.

SEO should be an ethical and fair process, both for competition and website users, and thus follow Google’s guidelines for webmasters. For example, obtaining artificial links and automatic linking are inappropriate, which unnaturally inflate the position of websites in search engines. SEO should, however, include link building activities aimed at acquiring links from other websites. Thanks to links, the promoted website is more often visited by search engine robots and rated higher than the competition’s websites.

SEO Marketing is therefore a combination of optimization activities and page linking. Both of these activities should be carried out in a consistent manner. When designing a strategy as part of the SEO Marketing service, it is always worth considering the benefits and needs of the user, business goals and taking into account the operation of algorithms and additional guidelines.

SEO Marketing – What does it consist of?

SEO marketing involves a comprehensive approach to website visibility in search results. SEO and link building are part of a broad spectrum of activities. Apart from them, the scope of optimization activities also includes monitoring and eliminating potential threats to the effects of positioning as well as searching for and implementing beneficial solutions.

More than half of the work on the success of most positioned websites is spent on analyzing, preparing and implementing optimization changes on the websites. Linking complements thoughtful optimization.

On-site activities – these are all activities that we conduct within our website, i.e. technical optimization of the website, content enrichment, internal linking.

Off-site activities –  include linking the website from external websites (back-end, blogs, internet forums, sponsored articles, taking over domains).

SEO Marketing – Who Is It For?

Both local and regional businesses advertising their services through their website and owners of online stores can benefit from SEO Marketing activities. SEO Marketing allows them to gain an advantage over the competition by appearing higher in search results. What’s more, it also allows you to gain the trust of customers and strengthen the effectiveness of other marketing activities, such as Google Ads campaigns, advertising in social media or offline marketing. How can particular types of businesses benefit from SEO Marketing?

– Service companies running their local businesses. Such companies are mainly interested in positioning on local phrases in order to attract new customers from their regions, for example by entering search queries “Las Vegas hairdresser”, “London plumber”, “Manila tailor”. It will be especially important for these companies to get traffic from searches in the areas where they operate.

– Online stores that expect long-term results and want to get high positions in search results, both for branded, non-branded and long-tail phrases. These are companies that cover much larger areas, often operating throughout the country. Positioning for local phrases does not fulfill its function here. Often the keywords here are more specific and unique, as well as more elaborate.

How to measure the effects in SEO marketing?

The effectiveness of SEO Marketing activities depends on the market environment and changing Google algorithms. Therefore, it is important that conducting SEO work is a long-term process that is monitored on an ongoing basis. Constant factors, independent of market conditions and changes in algorithms, also work for their effectiveness.

The constant factors influencing the effectiveness of SEO Marketing include:
– activities related to the posted content (texts on the website, guides, articles);
– implementation of new pages, subpages or products;
– site redevelopment or relocation;
– supporting and complementary advertising activities.

When developing an SEO strategy, it is also worth planning the method of evaluating the results of work and analyzing periodic control reports on the basis of which you can objectively assess the implemented and supervised activities. The guarantee of the effectiveness of SEO work is the continuity of optimization processes and consistent rationalization of all necessary areas related to the operation of the website.

The effectiveness of SEO Marketing will be determined, among others, by previously established KPIs (Key Performance Indicators). The most frequently used KPIs in the case of SEO are, for example:
– Increase in website traffic in a given period by the assumed number of unique users;
– Increase in the number of brand phrases in TOP100, TOP50, TOP10 and TOP3;
– Increase in the number of non-brand phrases in TOP100, TOP50, TOP10 and TOP3;
– Ultimately, an increase in conversions (sales of specific products, inquiries, complex contact forms, material downloads, etc.) from organic traffic;

How long do you have to wait for the effects?

There is no clear answer to the question of when we will see the first effects of SEO activities. Most specialists will tell you that it depends on many factors, including those described above. However, we can assume that for websites or online stores that have never used any SEO techniques before and have not undertaken optimization, the website should notice an increase in the first 6 months. Very often, it is enough to implement the first recommendations from an SEO specialist to see how they will positively affect, for example, the reception of the website by users, and thus also on web robots.

Starting a cooperation in the field of positioning is associated with relatively high initial costs and no return on investment in a short time. However, with the following months, the position of positioned phrases increases, which translates into an increase in traffic on the website. As a result, the number of clients acquired through positioning is increasing.

In the case of websites with an established position, which were previously positioned and optimized, we can achieve the first significant increases based on a long-term strategy. As an example, we can take the website of one of our clients, who, thanks to the compilation of SEO Marketing activities, increased the traffic on the website by 394% in 3 years. Importantly, when assessing the effectiveness of positioning activities, we should also take into account, among others, whether the given increases are relatively constant, and the revenues and other KPIs that we achieve also go up.

What does the cooperation with an agency look like in terms of SEO Marketing activities?

When deciding to entrust SEO Marketing activities to an agency, it is worth realizing the need to implement all the proposals and changes signaled during positioning. The knowledge of the positioner is supported by extensive experience, and the priority in his work is to propose changes to the client that will bring measurable, i.e. the best results. Cooperation between two entities whose common interest is the best possible website optimization effect is effective only when the positioner can count on the client’s trust in the area of website rationalization activities.

What if the proposed changes cannot be implemented?

If, in any case, the introduction of changes will be difficult due to, for example, emerging restrictions resulting from insufficient functionality of the website engine, it may be recommended to change the software responsible for the operation of the website. Each case is considered individually, and major changes that require website preparation and planning positioning and optimization activities are always agreed with the client.

During the SEO cooperation, changes to the website are being worked and implemented all the time, subsequent errors are eliminated and less important elements of the website are optimized. It is worth noting, once again, that website optimization is a continuous process. After introducing changes, the actions are analyzed and how they influenced the visibility of the website in the search results. Based on the conclusions drawn, subsequent stages of optimization are carried out.

The latest trends in SEO Marketing

Website positioning itself is a term that has been known for many years, and many companies have invested in its activities. However, it is impossible to notice certain trends that have more or less affected the environment and practice of SEO specialists.

User Experience

In recent years, we have been talking more and more often about users, including their experience on the website (UX – user experience) and how important they are also in terms of website positioning and optimization. Why is it so important? Why does SEO Marketing have to consider UX?

The website is now a powerful advertising tool on the web. You may be tempted to say that “if your business does not have a website, it does not exist”. The website is a showcase of the company on the web, presents the offer, portfolio and enables direct contact with your company. Therefore, website designs are more and more advanced, they allow you to place high-quality images, quick payment methods or the presentation of thousands of products. In order for all the amenities to really benefit users and make the company achieve better results, it is worthwhile to adapt them to the needs of potential customers.

SEO Marketing must also take these guidelines into account. Therefore, when setting an SEO strategy for a given business, it is also worth bearing in mind the aspect:
– visual – related to the ease of reading messages by the user, the simplicity of navigation on the website and its readability.
– user-friendly – including the page loading speed and its adaptation to various devices (mobile, tablet, desktop), having a simple purchase and payment process.
– business – the overriding goal is to sell / attract more customers. The pages should therefore contain a clear CTA (call-to-action), the possibility of contact, customer service chat window, etc.

User intention

Therefore, more and more attention is paid to adjusting SEO activities to the user’s intentions. Google understands better and better what the user means when typing a given phrase and what search results he expects. If it is possible to give him a simple solution in TOP3 or TOP10, this page will be there. No matter how much we saturate our content with keywords. It will be important for the algorithm whether they are really valuable from the user’s point of view and whether he received an answer to his query after entering our website.

What is UX?

UX (User Experience) is a concept based on the concept of usability used primarily to evaluate websites and applications. Useful websites are websites where you can easily find the information, products or services you need and quickly convert, such as a purchase. The concept of usability is also related to intuitiveness – the website should be easy to use and unambiguous.

The term User Experience is used to define the user experience and their impressions while using the website. It boils down to determining the friendliness of the internaut’s interaction with the website and its accessibility. UX consists of many factors: from design and aesthetics, through navigation, to the quality of information. This is an issue that has received more and more attention recently, mainly due to its impact on the effectiveness of websites or applications. Taking care of UX (User Experience) usually translates into higher conversion, as it makes the website meet the expectations of visitors.

In addition to User Experience, it is worth paying attention to the concept of User Interface. It means the user interface – it is all the elements that allow interaction with the website (including page layout, graphic design, typography, colors). UX and UI are sometimes treated as the same concepts, but more often they simply appear next to each other, playing a significant role in the perception of the website by Internet users.

UX audit – what is it?

Even if you think that your website is friendly, sensible and intuitive, it does not have to appear this way to random internet users who come across it. So how do you check user experiences? UX audit will be the best way.

UX audits consist in checking websites or applications in terms of meeting the expectations and needs of their visitors. This requires knowledge of, inter alia, habits of Internet users, trends and issues related to the clarity of the message. UX audit is quite a complicated procedure, but it can bring many benefits:
– allows you to learn about the strengths and weaknesses of a given website,
– indicates the mistakes made and their potential impact on the conversion,
– also indicates opportunities and threats for the future,
– suggests what actions should be taken to develop and improve the effectiveness of the website.

The tests carried out during the audit should concern, inter alia:
– website structure and navigation between individual tabs,
– page views, especially in terms of readability,
– the clarity and unambiguity of the information provided,
– usability of the website – the possibility of obtaining the necessary information, placing an order, contacting the company, etc.

They are carried out in various ways, but it always requires expert knowledge and experience.

UX audit – what does it look like?

UX audit is carried out using various methods. The most reliable results are obtained when combining several of them. The first step should be expert analysis, that is, in-depth research of the site by UX experts – equipped with the appropriate knowledge and experience. In this case, several developed UX methodologies are used. What kind?

Heuristic evaluation
It consists in checking websites for heuristics, i.e. specific rules and guidelines. The most common is the so-called Nielsen heuristics covered in 10 points. They constitute very general guidelines for the functionality of a given website or application:

– Show system status.
– Maintain compliance between the system and reality.
– Give the user full control.
– Stick to standards and be consistent.
– Prevent mistakes.
– Allow you to choose instead of forcing you to remember.
– Provide flexibility and efficiency.
– Take care of aesthetics and moderation.
– Provide effective error handling.
– Take care of help and documentation.

However, you can also use the 8 golden rules of expert Schneiderman, 30 rules of Connell’s utility or the 9 cognitive rules of Gerhardt-Powals. These guidelines all convey similar content, but are worded slightly differently. Which rules will be applied for the audit does not really matter.

Cognitive walkthrough
This method is also known as the Cognitive Walk. It consists in testing scenarios of a potential user’s journey on the website. In this case, the expert plays the role of the user who visits the site for the first time. The adoption of various scenarios allows you to examine each path of the “walk” through the website and allows you to catch many problem areas or obvious errors in UX or UI.

Usability checklist
It is a method of checking the website according to specific points from the so-called checklists. The list is usually quite detailed and sets out the guidelines according to which the website should be constructed. It is also objective, which is certainly its advantage, but at the same time it is rarely tailored to a specific site, which may make it impossible to detect certain errors. The checklist procedure is fairly simple but often time consuming.

User tests can also be part of the UX audit. These are procedures that allow you to check how “ordinary” Internet users navigate the site. The survey can be moderated (led by a specialist) or unmoderated (the user freely moves around the site). After its completion, the participant is asked to fill in a questionnaire and comment on the website. This type of test can be combined, for example, with the analysis of eye movement, clicks, scrolling and other data, on the basis of which the so-called heat maps. This allows you to recognize not only the biggest obstacles faced by site visitors, but also the most important points of their interest.

UX audit results

The result of a UX audit is usually a comprehensive report, which should accurately indicate, above all, the mistakes made, areas for improvement and recommendations. By standard, errors are divided into three categories:
– critical errors – have a significant impact on the functioning of the website and require immediate repair;
– average errors – important, but to be corrected second;
– basic errors – details noticed during the research, which, however, do not have a significant impact on the functioning of the website.

It is also common to classify errors by type (e.g. communicative, visual, logical, etc.). Thanks to this, they can be immediately assigned to the appropriate teams and the necessary changes can be implemented faster.

It is also worth remembering that the audit report should contain both quantitative data (e.g. statistics) and qualitative data obtained e.g. through user research. The more information contained in the website analysis results, the more complete and objective the image can be obtained. Thus, the introduced amendments have a greater chance of having a real impact on the conversion rate and user satisfaction.

What after the UX audit?

After the UX audit, it should be time to implement its results and further usability tests that will allow you to check how effective the changes are. It is worth trying to prepare UX mockups presenting elements that require improvement, and then conduct A / B tests. This is a procedure during which two groups of users are presented with different versions of a page – and preferably they differ in just one element. Then, the behavior of the study participants is monitored and it is checked which version allows for higher conversion. After completing the website modification, you can re-audit to check its effectiveness.

The most common mistakes in UX – what should you pay attention to?

Every website is different, but there are some mistakes that recur too often. If you want to do some basic self-analysis of your website, be sure to check out our list and see what to avoid!

Interface not adapted to the user’s needs
First of all, the website should be legible and easy to navigate. Difficulties in this respect, especially those encountered at the outset, can effectively discourage the user from staying on the site. It really matters! For a website to be simply friendly, the first thing you need to know is what you want to achieve by publishing it. It is worth asking yourself questions about what the page is about and how the user should navigate on it, bearing in mind that the conversion should not take too many steps.

Some websites even throw their users more obstacles, making it difficult to find basic information about a product or price list, and then dragging the conversion procedure indefinitely (for example, requiring “clicking” through several subpages before hitting the registration or purchase tab). It is also worth remembering that the interface should enable the website to be expanded in the future, e.g. with new categories, products, services or language versions.

Triumph of form over content
A related error is the excess of form over content. This is primarily the result of an overly ambitious approach to design or the willingness to present your skills as a developer. The result may be a site that looks great at first glance, but definitely loses the next time you “get to know”. Too complicated structure, lack of readability, animations and other visual “tricks” only really distract from the main message of the page. The simple is sometimes the best – especially when it comes to usability.

Failure to adjust to reading patterns
The human eye usually “scans” the presented image according to one of several so-called reading patterns. The three most popular are Gutenberg’s diagram, Z pattern and F pattern. They tell about how the human eye travels. Knowledge of these rules allows you to place important elements (e.g. buttons leading to registration, purchase, etc.) in places where the user’s eyes will almost certainly fall. Meanwhile, many creators ignore them completely and opt for solutions that may look good, but they certainly do not provide the desired conversion.

No responsiveness
According to the global Digital 2020 report, more than half of all visits to websites are made from a smartphone. Meanwhile, some sites are still not adapted to users of a few inches of screens! If the page is unreadable on your phone, it’s no wonder you can’t boast a satisfactory conversion. Importantly, it is not only the presence of the mobile version of the website that counts “as it does”, but above all its quality. Content and functions from the desktop version copied in the smaller version will not work. It is worth considering the placement of individual elements carefully, and if necessary, give up the less important ones to obtain a clearer and more friendly design.

Ignoring the fold line
This is a point that somehow relates to the previous one. A fold line is a line that marks an area of your website that is visible without scrolling down. Above all, it should be encouraging. Some people, not wanting to risk that the Internet user leaves the website before reading the most important information, put the majority of content here. However, this is a big mistake. It is also worth remembering that the fold line is in a completely different place on the screen of a computer, tablet or smartphone. Therefore, the amount of information above it and their graphic representation should be adjusted separately for each screen size. Remember – often less is more.

Content overload
Content is king – at least that can be deduced from the wise analyzes of marketing specialists. However, this does not mean that website users should be bombarded with information. Long, detailed descriptions of products or instructions related to the services provided may be your advantage, but they must also be properly presented. Otherwise, nobody will read it, and many people will leave the site and never return to it.

Use short paragraphs and bullets instead of huge blocks of text. Highlight the most important elements with appropriate graphics or pictograms. Add buttons with CTA (call to action). If there is too much content on the page, why not break it down into several tabs about individual services, products or offer aspects? It can also be beneficial for SEO if you use the right keywords.

Confusing forms
Forms are a minefield, especially for inexperienced web developers. If you expect website users to fill out a form (e.g. registration, quote, contact), make it as simple as possible! The rule in this case is quite clear-cut – the more fields, the less chance they will be filled. Labels, additional comments and buttons must convey an unambiguous message. If a date is required when filling in, please specify the format in which it should be entered. For weights, measures, etc., be sure to specify which unit applies.

After creating the form, take a close look at it and remove any fields that are not necessary. Use checkboxes and radio buttons where possible. It is also absolutely necessary to mark the errors accurately. If, after completing and confirming all the fields, the user receives feedback saying that an error has occurred (without indicating which field and which field), he will most likely not only give up on further actions, but also become irritated.

Incorrect placement of important components
The most important elements of the website should be placed in visible places – so that the user does not have to guess “what to do next” or look for the right button (eg allowing to add a product to the basket). There is probably nothing more daunting than a page that arouses interest and then makes conversion difficult. It is worth remembering that there are some unwritten rules on the Internet – all approval buttons (“OK”, “Next”, “I agree”) should be on the left, while those with negative actions (such as “Cancel”, “Delete” etc.) – on the right. It has also been assumed that the button for adding a product to the basket is located near the price. It really doesn’t pay off in making your users’ lives difficult – even if it makes you think your site is genuine.

Take care of UX, and success will come by itself

Building effective websites is really not as easy as it may seem. Success is a combination of many factors that must perfectly harmonize with each other. However, taking care of User Experience will certainly pay off. A functional website means greater conversion and a better brand image – and therefore both short and long-term benefits.

What exactly is this Programmatic?

Programmatic advertising is a fully automated buying and selling of online advertising. Transactions in this model are much more effective. Target groups are automatically selected in such a way that they are the recipients most likely interested in the category of products and services that we offer them. So we reach a potential customer at the right time with the right message. The rest depends only on our creativity and a well-thought-out strategy. As a result, we save time that we would have to spend on testing many groups of recipients (usually a process lasting several months) and a budget that is spent on high-quality traffic.

The above, combined with the right strategy and advertising creation, can significantly shorten the shopping path. The whole process takes place within one technology platform, in which we can access many channels, ranging from mobile devices, through audio platforms, websites and television.

How does automated advertising work?

It all starts from the website. After the page loads, the signal is automatically sent to the ad market. All this happens in a split second. On the ad market, the auction is immediately carried out among all advertisers who have registered an interest in displaying ads on this page.

How does the system know who to show the ad to?

At this time, cookies appear informing advertisers what a customer is interested in and what their browsing history looks like. For example, if he spent a lot of time looking for new brand shoes, footwear companies from the premium sector will present them with an offer according to his preferences.

Let’s say you run a business that sells wedding dresses. You can create the following ad profile on the software platform:
– Woman, aged 25-35,
– Location: near your salons, wedding dresses,
– Interests: wedding dresses and accessories,
– He spends a lot of time looking for wedding dresses during the day,
– The ideal time of day from 5pm to 10pm (peak browsing time),
– Targeting desktop users (for example, by testing a search campaign before, you already know that this channel has the greatest potential in your case).

The platform also allows you to set a maximum bid, which is the highest amount you’re willing to pay for an ad placement.

This is just a general example. In fact, there are many more targeting possibilities in the programming model. Plus for you, if you’ve already managed to define your dream client quite accurately.

Programmatic Buying and RTB is it the same?

Let’s explain it once and for all. Programmatic is a technology, RTB (Real-Time-Bidding) is just one of the methods to implement this technology. RTB can be seen as a subset of programmatic (programmatic RTB), a piece of a much larger puzzle.

If an advertiser decides to invest more, they will receive a guarantee of displaying their ads on target sites instead of having to participate in auctions. This is a frequently chosen option that does not require RTB. Premium brands in particular opt for it.

This buying method is often referred to as “programmatic direct” and allows very precise targeting of the audience. Traffic quality is much higher, so it usually goes hand in hand with higher ROI.

This is a more expensive solution, but it has incomparably more advantages for the advertiser. It solves its two biggest problems: loss of time and partly spent budget for advertising creations directed at a wider audience, of which only a certain part is in the real area of interest in the product.

So machine learning replaces human work?

Definitely not. This technology replaces time-consuming activities such as offers or negotiations. Thanks to this, man has more time to focus on activities that have a direct impact on the success of the operation. Whoever follows the Pareto principle in life knows how much benefit it can bring for him. Optimizing and planning the right strategy suited to the objectives are key aspects of the campaign’s success, which for now can only be guaranteed by a very experienced specialist. Programmatic buying saves not only money, but also time.

Purchase methods. It’s too complicated! How are they different?

This is true. In conversations with clients, we noticed that many of them have a big problem distinguishing models for purchasing inventory in the programmatic system. So we hurry up with help.

In the programmatic system, we distinguish several different purchase methods. They are in turn:

A. Real-time bidding (RTB)
In this model, we purchase advertising in digital media in the real-time bidding process. The place of sale and purchase are advertising platforms called ad exchanges.

In practice, it looks like this:

When display becomes available, an RFP is sent to DSP (Demand Side Platform). The query is analyzed and sent back to the ad market, where it participates in the auction.

SSP (Supply Side Platform) filters the responses to the offer and sells the advertising space to the winner, i.e. whoever offers the highest price. In the last step, the ad appears on the landing page. All this happens in a split second and takes less time than loading the site. This model is available to every advertiser.

B. Private Marketplace
This model is intended for premium publishers. They offer their inventory to a selected group of advertisers that has previously been approved. It has full transparency of purchase. The advertiser always knows on which sites his ad will appear. Purchase, as in RTB, is done through real-time bidding, with the difference that the publisher must first approve the buyer. These are called closed auctions.

C. Programmatic Direct
Programmatic direct, in turn, is a model in which you buy inventory directly from the publisher. Before the campaign begins, the terms and prices are negotiated between the buyer and seller. After determining them, the buyer can start the campaign.

Transactions do not take place here in the auction system, and the price is set in advance.

This is undoubtedly a very desirable model in a programmatic system because it provides:

– high campaign effectiveness,
– qualitatively the best move,
– high ad position,
– brand safety and increased trust in the brand (ads are displayed in places selected by the advertiser).

The above points + a responsibly planned strategy can provide the brand with an uninterrupted stream of revenue.

D. Preferred Deals
The preferred offer model is similar to the direct model, with the difference that despite the pre-determined price, inventory is not reserved only for the buyer. This means that the publisher offers them first, but if he does not accept them, they are put up for RTB auctions or go to a private marketplace.

Is Programmatic Buying the future of digital marketing?

Everything points to it. Advertising expenditure in this model is growing rapidly. It is currently expected that in 2020 they may reach as much as $98 billion. Brands want to invest in a programmatic model and it’s easy to understand why.

For an entrepreneur, time is money. So why waste it on bureaucracy, when you can secure the best destinations in milliseconds. Companies are increasingly aware of this and therefore decide to programmatic buying.

Over the next few years, this approach will become increasingly common. Who decides to launch a campaign in a programmatic model usually does not go back to old habits. A bit like in the automotive industry, because if you change to Porsche, would you like to go back to your old car decaying car?

Choosing keywords for positioning is one of the first problems you need to solve in order to best conduct further actions. In most tutorials you will come across suggestions to use the keyword tools in Google Ads. It’s also worth adding Google Ads campaigns to this list.

When choosing keywords, you’ll ask yourself a few questions that require immediate answers. Among other things: do you want to position general keywords that give you greater ranges or a long tail? Is your domain brand strong enough? Later, it remains to select phrases within a given group. There are constantly new questions. In this case, a well-run Google Ads campaign can be the answer. If you have properly invested in this advertising channel, it may prove to be a great support for you.

In Google Ads campaigns, you can extract a very large amount of data about the searched and clicked keywords and their effectiveness. Both for text and shopping ads. In both cases, you are able to check the keyword that the user entered, clicked on your ad, and then converted (or not).

Where to look for all this information?

Where to look for all this information? In the search terms report. After logging in to your Google Ads account, select Keywords from the left menu, then click Search terms in the options at the top.

You import the entire report into a spreadsheet to freely analyze the data and suddenly you discover a sea of data. There are so many keywords here that you don’t know where to start.

You can do several things:

– Leave only those phrases that have brought valuable conversions and focus on them. With this solution, I recommend taking data from a minimum of six months back, preferably one year. Then you won’t be exposed to seasonal data analysis. Additionally, you can expand your word list in the direction of long tail niche phrases.

– Leave only keywords that have a specified minimum number of impressions in the analyzed time range. Here, I also recommend relying on data from a minimum of half a year. Then sort the data by number of views, descending. It is worth referring to the quality of traffic in Google Analytics and leave those phrases that have good results or have converted.

– Group keywords by product category, e.g. filter phrases for whether they contain the word “jacket”, “pants”, “sweatshirt”, etc. Then you need to determine the potential of each of these groups and analyze their effectiveness. However, remember to leave words with the best reach and conversion rates. In this way, the list will actually contain searched and clicked phrases from a given topic.

Analyze detailed data

If you do not want to analyze such detailed data and bury yourself in a huge spreadsheet, you can use the results in Google Ads at the keyword level. You’ll find them in your campaigns. This list will allow you to evaluate phrases and similar variations in terms of efficiency and profitability for business.

You can also download this data to a spreadsheet, then filter and sort according to your needs. The main difference between this report and the previous one is that here you won’t see exactly what users enter in the search engine, only the keywords from your campaign. In addition, this report does not include data from shopping campaigns.

What can you do with a table full of keywords?

What can you do with a table full of keywords? Exactly the same as with the search terms report. Depending on the amount of time you have and the amount of data, you are able to prepare and then choose the positioning phrases that will bring the best results. However, regardless of which method you choose, you always get reliable data. Not only about the possible ranges, but also the effectiveness of these phrases (number and value of conversions and conversion rate). Thanks to this, you don’t choose keywords in the dark, based on the “can convert” principle, only according to real performance data.

Is it worth spending your time, energy, knowledge and sometimes money to have a blog on your website or online store. From a specialist’s point of view, SEO is an idea that can be described briefly as excellent. What speaks for having a blog on the site and what is a blog?

A. The presence of a blog means the systematic addition of new content thematically related to the page’s offer, which can translate into better page indexing by Google and, as a result, higher positions. A page with new content is perceived by Google’s web robots as more attractive, more up-to-date, potentially more interesting to the reader. That is why they are ready to reward it with a higher position in the search engine ranking – of course if the texts posted on the blog are unique, correct and valuable.

B. We gain the ability to perform internal linking using blog entries that supports positioning. In blog entries (including those already published) it is worth adding links leading to products or categories that logically relate to the topic of the entry.

C. Properly writing and extensive texts on blogs index well, ensuring good visibility of the website – many a person can get to the website thanks to the text from the blog that they found in the search engine.

D. The saturation of keywords on the page increases. Inevitably, texts added to the blog are often thematically related to products or services, the promotion of which the client is particularly interested in. This is reflected in the use of certain terminology that also includes keywords. As with us, you can find a lot of information on positioning, content marketing or text paraphrases.

E. Blog on a website or online store is a help in positioning on the so-called long tail.

F. Blog can perform the function of supporting the sales process and become part of the conversion funnel. This benefit is unrelated to SEO, but worth noting.

G. Blog helps to shape and strengthen the desired image of the company.

Since we already know why it is worth to engage your funds and have a blog on the site, now it’s time for a few tips on how to run a company blog to work effectively for better search engine positions.

What is a blog – basic guidelines

A. Subdomain or subpage?
A better solution from the SEO point of view is a blog that is part of the website, functioning as a subpage available at e.g. www.company-name.com/blog.

B. Length of texts published on the blog.
The length of the text should be adapted to the subject, so that the text appears complete and exhaustive of the issue. it is also worth considering how it can be perceived by a potential reader – whether it will provide him with the information he needs, and at the same time be understandable and simply enjoyable to read. The length of the entry is also important. We urge you to diversify in this area and adapt to the nature of the blog post. After all, there can be such concise, very informative, in which there is nothing to dwell on, as well as their opposite – topics demanding a comprehensive entry. It can be assumed that the minimum length is 1000-1200 characters (counted with spaces); Of course, this would not apply to an entry saying that the company is not in the middle of a long weekend or that it is changing its headquarters.

C. Frequency of publishing texts.
Fortunately, the blog supporting the positioning process does not require pharmacy accuracy in the publication of texts. There is no requirement to publish texts daily. Entries also do not have to appear in a perfectly even interval. We suggest introducing 4-7 unique texts per month, focusing on their size and quality rather than the frequency of publication. Longer texts, even less frequently published, can bring more SEO-benefits to a website than the often released “serfdom” blog.

D. Use of keywords in texts.
When writing texts for a blog, it is worth using the keywords selected for positioning our website. One text should contain 1-2 keywords selected for positioning. Avoid reaching too often for one word and using it in most of the written texts – in order not to achieve the opposite of the intended effect. The frequency of occurrence of a keyword in a dedicated text should be 1-3 times depending on the length of the text and the possibility of its use – so that the text looks sensible and attractive in terms of language. The keyword should be used unchanged and not split by another word. An exception can be made for the place name. Introducing it in a rigid and unchanged form, such as “cleaning Boston air conditioning” can be stinging in the eye of the reader. In this situation, the text “cleaning of air conditioning” and “Boston” may appear separately. Of course, it is possible to use these changed forms in the text, but they do not have the function of a keyword then. Of course, keywords do not have to be entered in every entry.

E. Division of text into parts.
The preferred form of text placed on the blog is an entry divided into paragraphs, blocks, parts. A good idea might be to use a frame or information box. Blog text should not look like an overwhelming monolith. The title and subtitles should also be used for the natural and logical division of the text. They should be marked e.g. as h1, h2, h3 – depending on the length and planned division of the text. Whenever possible, we’ll enrich titles and headings with keywords. Of course, not every headline must contain them – let’s reach for them in a reasonable way. It is worth using the bold option in the text for phrases containing keywords or for the keywords themselves (the number of bolds – moderate, giving an exaggerated impression). At the same time, there is no reason to use several font types within one entry.

F. Adding graphics to the entry.
The text should include graphics or charts that will also visually divide parts of the text and make it easier to read. Let’s not be afraid of graphics! It is worth noting here that the graphic that illustrates the text can also be used to enter a link to our entry. The link in the graphic can also be used e.g. to perform internal linking within our website.

G. Adding links to the entry – tips & tricks
Blog entries may contain links entered in the text or graphics leading e.g. to specific subpages or products corresponding to the content of the entry. Entering a link to the entry to be effective support for SEO and not harm our site, must be skillful. If we do it, it is worth remembering a few principles of “SEO”:
– the link does not have to be in every entry,
– enter 1-2, a maximum of 3 links to one entry; their quantity is related to the length of the text (more links can be included in longer text),
– if the blog has outbound links that do not lead to our website or other customer-owned pages (e.g. other blogs or online store), then these links should be marked as “nofollow“
– it is very important if we do not want to weaken our website (and since we decided to position it, we definitely do not care about this effect),
– Links to subpages within one site do not have to receive the ‘nofollow’ attribute.

Note: the above recommendations for blog entries can also be used in the context of keeping the news section.