SEO adalah serangkaian kegiatan yang bertujuan untuk mencapai posisi tertinggi dalam hasil pencarian alami oleh situs web tertentu. Proses ini terdiri dari aktivitas “di halaman” seperti pengoptimalan situs web itu sendiri (tindakan ini dikenal sebagai SEO – Pengoptimalan Mesin Pencari), serta pekerjaan “di luar halaman” yang dilakukan di luar situs web itu sendiri. Salah satu faktor peringkat terpenting adalah konten unik.

Beberapa orang masih ingin konten mereka ditulis dengan tangan. Mereka digunakan untuk membuat kalimat demi kalimat dan menulis ulang artikel untuk memastikan kualitas konten. Meskipun ini adalah praktik yang paling sederhana, itu bisa memakan waktu berjam-jam atau berhari-hari untuk mencapainya.

Tetapi ada juga orang yang terlalu lesu untuk menulis ulang artikel mereka atau mengenali arti waktu dan karena itu mencari alat parafrase gratis. Jika Anda seperti kebanyakan orang yang mengetahui nilai waktu Anda, Anda telah datang ke tempat yang sempurna.

Paraphrase Online adalah penulis ulang artikel terbaik di web. Ini mengubah satu kata dan frasa dengan sangat cepat, dan yang paling penting – akurat. Singkatnya: Google suka ketika konten unik dan tidak suka ketika mereka direplikasi dalam bentuk yang sama di antara situs web yang berbeda. Ini masuk akal, karena untuk memberikan hasil pencarian kualitas terbaik kepada pengguna, informasi tidak dapat beredar di web dalam bentuk yang sama. Selalu ada kesempatan untuk menggambarkan sebuah pertanyaan dengan kata-kata lain dan melihatnya dari sudut yang berbeda. Oleh karena itu, keunikan tersebut dihargai. Jika Anda memiliki pengetahuan yang tepat untuk industri Anda dan Anda dilengkapi dengan perangkat lunak rewording gratis seperti Paraphrase Online, tidak ada yang akan menghalangi Anda!

Why is blog content important?

Content marketing is also content marketing – everything we publish on our website. Thanks to it, we can reach more recipients and provide users with interesting information.

We can write them in the form of blog posts, reports, guides, product descriptions or interviews. Here, we can only be limited by creativity (and the scope of our activity), because there may be many ideas for showing uniqueness and the way of presenting content.

Articles on the site are usually created by copywriters, but not only. Articles can also be written by owners or people working in other departments of the company. Thanks to this, we can write more specialized articles on a given topic and save money.

Why does content matter in SEO?

Uniqueness, timeliness and high quality are of great importance for a good ranking of our website. Before the implementation of the algorithms: Penguin, Panda or Koliber, it was possible to “spam” the text with key phrases – this was often enough to achieve high positions in Google. Fortunately, we have long since passed away.

New algorithms evaluate the quality of our content, so we must ensure that it is of the highest level. The article not only has to meet the user’s requirements, but also has to be optimized for search engines such as Google or Bing.

SEO + Content are inextricably linked. Without content, we will not do internal linking well, we will not saturate the page with key phrases and we will not present the user with information about our company, product or values that we want to convey to him.

Content update – why is it important?

We already know that the content affects the position of our website and we should take care of it. So why are there articles that used to be 1st in Google, and then dropped? After all, we put a lot of time and work into them. There can be many factors that influence it. One of them may be that our content has become outdated.

Attention!
Of course, this is not the only ranking factor we should consider. Great content without any other SEO efforts may yield zero or very low results.

Over time, the information we post on the website loses its value.

Content that was created in 2017 may not be up to date this year.  Especially if in the article we referred to the legal provisions in force at that time (which were amended at that time), the prices that were in force at that time (during these 3 years the costs of products could change) or statistical data from that period.

Google tries to provide users with not only the highest quality content, but also tries to provide up-to-date information.

Content update – how to choose the ones that need to be changed?

A. Content that is no longer relevant
Over time, our content may become obsolete, and the things we wrote about no longer apply. We can then redirect them 301 to a similar entry or try to bite the topic differently if users are still looking for information on this topic.

Example:
A few years ago, we wrote an article about loans for own contribution. Currently, banks do not allow financing of own contribution from such a source.

However, they allow loans from developers for own contribution and some users are looking for information on this subject. We can rewrite the article from scratch in this regard to provide the user with the necessary and current news.

B. Articles with specific time periods
If we can – avoid giving dates in articles. If this is not possible, let’s make a spreadsheet in which we write down the content that has it and when we should update it. There are content that we can update annually, and there may be content that we should change every month.

C. Comments below the article that may expand it
Users often pay attention to things that the writer may not notice. The comments may contain interesting information or questions about which we can update our content. Not every user reads the comments posted under the articles (especially if there are many of them). Thanks to the expansion of the main content of the post, we can provide all readers with interesting information.

D. “Walls of text” without highlighter
We can try to make our content more attractive to the user to make it easier and more pleasant to read. Here we can use various types of sections, for example:
– highlighted examples,
– lists of bullets,
– quotes,
– graphical linking to other related articles,
– expert advice,
– summary,
– infographics.
Thanks to such measures, our content can be clearer for the reader.

E. General Content
It happens that we write an article that is very general or touches on many topics a little. We can expand it with new information or write new related articles, where we will explain all the issues to the user in detail.

Example:
We have a summary article about the most important Google algorithms. Each of them is briefly described to provide the most important information about them.

We can do 2 things with it:
– expand the article and describe each algorithm in detail. Thanks to this, we will have an article that is very extensive and comprehensive topic. When new algorithms are entered, we can add them to this article in an equally exhaustive way,
– we can write separate articles, where we will describe each algorithm in detail. From the base article about the most important algorithms, we can refer the user to separate articles on the topic that interested him by internal linking.

F. Duplication of content
It may happen that we have several hundred articles on the website and we forget that we have already written such an article. It turns out that our content cannibalize ourselves with keywords. Let’s check which article appears with a larger number of phrases and which users visit more often and combine it into one. Remember to redirect the article from which we resign to the content left on the website.

G. Is the article we wrote easy for the user or is it incomprehensible?
Remember that we do not write content only for Google – they are created primarily with the user in mind. It is he who will read the article and should understand everything from it. If it seems to us that the article we wrote is very specialized and we use heavy terms in it – let us read it to a person who is unfamiliar with this topic. If the reader does not understand a part – it is worth simplifying it, because another person may also have a problem with it.

Example:
One of our editors is a lawyer who uses many specialized terms or quotes from statutes. They may be incomprehensible to some users. By using examples where we realistically present a given situation, it may turn out that it will be a sufficient simplification of the content + we gain valuable content.

H. Short, low-quality content
If we have an article on the website on a topic that has a large number of searches – it is worth expanding it. Thanks to this, we can provide valuable information to the user and appear in the search engine for more searches. It is worth the article to be exhaustive and to convey everything possible.

Content update – minor changes

Let’s start with the content that is, for example, from this year and requires only minor updates. We don’t have to rewrite the whole article then (although it may turn out that a minor update will change the meaning of the whole article – then it is worth rewriting it) – we can only change a few small things in the article.

If we only make minor changes – it is worth adding the update date section in the article (we then show the user that the article is already on the website for a while, but is constantly updated).

Examples of what we can pay attention to with minor updates:

A. The prices given in the articles are no longer valid
If we are a comparison engine or we run an online store – the prices of our services or products may change dynamically. It is worth that the price offer that we present in the articles should coincide with the prices that we place in the product categories. This saves the user the trouble of figuring out which price is correct.

Attention!
This is especially important when we raise the price of a product. If we do this, and in the article the price we gave was lower and we did not mention the promotion there – the user may start looking for a product at this price on other websites and not come back to us.

B. The products we wrote about are no longer available for sale
If a product has been permanently withdrawn from sale, will the user want to read about it? What if the product has only been recalled with us? We can then expect 2 things:
– if the user is interested in this product – he can leave our store again and go to the competition, where he will get the product
– the user may waste time reading about a product that they will not get anyway. Here, too, negative emotions may arise because he will be disappointed with the inability to buy.

It is then worth updating the article and replacing this unavailable article with a product with similar parameters to the withdrawn one. Thanks to this, we will present the user with information about the products that he will surely get from us in the store.

Attention!
If the product has been temporarily withdrawn – it is worth mentioning with the product that it is a temporary shortage and we will give the user the opportunity to set a reminder when the product is available for sale again.
If the product has been permanently withdrawn – we can compare different versions of this product (if of course they are and we can compare them) or make a comparison with similar products. Then we can encourage the user to buy a new and improved model.

C. The links to which we referred the user have changed
Both external and internal links are important here. After all, we do not want to send the user to page 404, where he will not find the information he is interested in.
When updating your content, it’s also worth taking a look at because we may have missed some deleted link and not redirected it to the correct URL.

D. Title and meta description
If we change the content of the article – it is also worth updating the metadata. Thanks to this, we will show the user in the search engine that our content is up-to-date. If we change the whole and leave “2019 ranking” in Title -> the user can skip our entry and move to another, thinking that ours is not up to date enough.

E. Infographics
If we rely on infographics in our article, we must also remember about them. If we change the prices in the content and leave the old user in the infographic, he may get lost and not be sure which ones are up to date.

F. Legal regulations / sources we rely on
If we rely on legal provisions / statistical sources in our articles – remember that they may also change. When updating the content, let’s also take this into account so as not to unnecessarily mislead the user.

G. Structured data
More and more websites use the FAQ schema. It is worth checking whether the change of content on the website also causes a change in the structural data. It may turn out that the website is coded in such a way that IT sets this data. We must then remember this, because the schema should contain exactly the same information that appears on the website.

Attention!
If we update an article – remember to check the entire content. The update date indicates that it is up-to-date at the moment. If we update only part of it, the user will be misled by us because some of the information will be up-to-date and some not.

These are just a few examples that we can pay attention to – it is worth reviewing what we write about on our website and finding out for yourself which information, in our opinion, may be outdated for the user.

Examples of tools to help us update content

Google Analytics
We can check which content has a high bounce rate and a small number of hits. It may be the fault of the articles we published. Let’s find out what’s wrong with them and try to update them.

SERP
Let’s check TOP10 search results – thanks to this we will find out what is missing in our article. It is also worth using similar searches and Google hints.

Example:
We have an article on business activity. Thanks to Google’s hints, we can check what information users are looking for.

Ahrefs
Ahrefs provides a “Content GAP” feature, so we can compare our article with articles on the same competition. Here, we will also receive information on which phrases our article does not appear in the search engine.

CTR what does that mean?

The abbreviation CTR means the so-called click through rate or click through rate. How to understand it? It is about the ratio of the number of clicks to the number of views of a given content (e.g. advertising, search result, e-mail). If 1,000 people see your ad and 250 clicks on the link in your ad, your click-through rate will be 25%.

CTR is one of the main measures of audience engagement. It can refer to organic search results as well as paid advertising, email marketing, push notifications and many other activities. It is often referred to in the context of Google Ads ads as it allows you to check your effectiveness in driving traffic to the website. In short, the click-through rate shows how many people the message contained in a given ad (or notification, e-mail, etc.) reached enough to make them want to learn more by clicking on the link. Therefore, it allows you to check whether a given material performs its function properly. Constant CTR monitoring also allows you to track whether campaigns are going in the right or wrong direction.

CTR and other statistics in a mailing campaign

Of course, however, the CTR alone does not provide enough information about the effectiveness of the activities carried out. It is worth comparing it with other indicators to get a more complete picture of the situation. What correlations are worth paying attention to?

CTR and OR
A high Open Rate (OR, message open rate) means that the campaign has piqued interest, was timed, and made it through spam filters. However, if your CTR is also low, the content of the message may not have been enticing enough. Sometimes it can also indicate technical problems.

CTR and ROI
ROI is an abbreviation that stands for Return On Investment. This is actually the most important indicator of whether you are making money with your activities. If sales are low despite high click-through rates, it means, for example, problems with the offer itself or its presentation on the website.

CTR and unsubscribes
The combination of a high CTR with the growing number of unsubscribes is an alarming factor. This may mean that the content of the mailing does not reach the target group at all or is of little interest.

CTR in Google organic search results

Google uses CTR to evaluate the quality performance of Google Ads campaigns. It also uses it to evaluate organic search results. There are also reasons to believe that the index affects the position of the page in the search engine. (of course as one of many other factors). Google’s algorithms are constantly learning from Internet users’ behavior, so they likely also use click-through information to identify what is most popular and why. Therefore, high click-through rates mean not only more traffic on the website, but also better positioning for specific phrases, which will allow you to gain even more recipients (of course, this last statement is a presumption, not a fact). You can check information about your website’s CTR in Google Search Console.

CTR in the ad and the conversion rate

High ad click-through rates (e.g. Google Ads) should be a joy. The goal of a campaign, however, is usually not just to increase traffic to the site, but sales. Therefore, a high CTR should lead to an increase in the conversion rate. What if it doesn’t? What does it mean? There may be several reasons for this. The most common are:
– inappropriate matching of the ad content to the content of the website,
– bad matching of the ad to keywords,
– unattractive offer,
– UX / UI nature problems (e.g. unintuitive conversion path),
– technical problems on the site.

So if seemingly good ad performance doesn’t translate into profits, take a close look at what you’re doing.

Good CTR, or what?

How high should CTR be? There is no definite answer to this question. Optimum results will vary, including depending on the marketing channel. In the case of e-mail marketing, a few percent can be considered a satisfactory result – especially if it translates into conversion.

In the case of organic search results, high click-through rates improve the position of the website and, at the same time, increase traffic. The average CTR for the first link in Google search results is 30-50%. The second position can only count on 10 – 15%, and the third one on 5 – 9%.

When analyzing the CTR ratio, it is worth focusing not so much on its height, but on trends related to its increases or decreases. They provide information on the correctness of the election campaigns undertaken.

How to increase CTR?

When asked “how to increase the CTR?” also can be answered in many ways. The key is to arouse the interest of recipients. The message must therefore be tailored to the target group – personalized messages allow you to achieve much better results. You can segment your audience base by targeting separate messages to different groups of potential customers.

Regardless of the marketing channel, the factor that influences click-through rates is definitely the use of CTA (Call To Action). Even using such simple phrases as “Check!” or “Learn More!”, you are able to get better results. Undoubtedly, CTAs that directly speak about the benefits, such as “Download for free”, are also beneficial. It is worth analyzing the CTR level on an ongoing basis to see which treatments work best. The key to high click-through rates is constant optimization and improvement of conducted activities.

Also, remember not to overwhelm your audience with your message. This is a principle that mainly applies to email campaigns and push notifications. Too many messages lowers CTR and may increase unsubscribe rates.

Lateral Marketing: Definition

Lateral marketing involves the creation of an innovative product (or service) that will have a certain feature different from other products or services offered by the competition. The difference, however, is not in the features related to design or price, but in the specific added value that will satisfy the consumer’s additional need, making the new product completely different from the competition, even incomparable.

Taking into account the life cycle of a product (or service), the use of lateral marketing causes a given product to “regress” to a position of growth, and thus gives the company a chance to extend the life of a given product and the related financial and branding benefits.

Nowadays, consumers are inundated with various offers of the same products. For many, it is a real challenge to choose a product, without thinking about it and spending time reaching for new products from the shelf and reading labels, and finally putting something into the basket. Or, as is the case with online shopping, spending time scrolling through store websites to choose your target product.

The same challenge faces entrepreneurs who try to differentiate themselves from the competition. Although the products they offer seem to be different, for example, have a different color, smell, more or less premium price, they are advertised differently – they ultimately satisfy the same need or set of needs. And when it comes to meeting the needs of consumers, then the concept of lateral marketing comes in, according to which the company should seek new opportunities for products / services so that they can also meet other needs that were not previously taken into account, and thus differ from competition.

The areas of application of Lateral Marketing

It can be said that Lateral Marketing is about “reinventing the wheel”, ie adding to a product (or service) a certain characteristic that will make it meet new consumer needs (previously undiscovered). The issue of positioning an offer in lateral marketing can be divided into three levels:
– market level – elements such as needs, target customers, new situations or applications;
– product level – an innovation introduced in the product itself, application, packaging, brand attribute or in terms of purchase;
– the level of marketing tools – i.e. innovation at the level of price, promotion and distribution.

Relatively simple ideas can guarantee a strong competitive advantage and a leadership position in a given market. The goal of Lateral Marketing is innovation on one of the above-mentioned levels. So it is enough for the company, based on research and analysis of consumer needs and insights, to implement an innovative idea, thereby changing the product / service itself and surprising the competition.

Lateral Marketing – application examples

The best known examples of the use of lateral marketing are those at the product level. The introduced innovation involves changes to the properties, functions or features of the product, thanks to which it will stand out from the competition’s products. And so, for example, from the point of view of the need, the new product will satisfy the “old need” (that is, the one for which it was ultimately created) and the new one, for which it was updated, thus becoming a completely new product, such as e.g. Kinder chocolate egg, to which a toy was added inside – thus changing the chocolate for children into a surprise egg, in which, apart from chocolate, you can find a toy – usually the one on the top that every child wants to have.

In the case of innovation in the use of the product itself, we will meet an example for slightly “larger children”, which can be an inflatable beach ring, previously used only for swimming, and when enriched with additional space for a beer – it becomes an inseparable gadget of many beach goers. Innovations introduced in line with lateral marketing do not have to be that crazy and complicated. An example are the product modifications themselves, such as yoghurts, muesli or other “sugar free” or “vegan” products.

Examples of lateral marketing in services may be the method of providing the service itself, e.g. adding additional time to provide the service – “we also deliver packages at weekends”, “we are also open at night”, etc. Moreover, adding a distinguishing feature to the basic offer, such as . a dedicated supervisor, the ability to refer to the price, if there is a cheaper product somewhere on the market, etc. are also examples of lateral marketing.

Examples of the use of lateral marketing at the level of marketing tools include, for example, the method of distribution (change or a new place where the customer can purchase the product or use the service), eg “now professional hair dye also in your home!”.

Other lateral marketing techniques are:

– substitution – consisting in changing or removing several elements and replacing them with others, or imitating some elements with another.
– elimination – complete removal of several elements in a given product,
– combination – adding one or more new elements to the basic product while keeping the other elements unchanged,
– inversion – adding “no” to one or more elements – that is, often eliminating a disturbing element, such as earphone cables, making them wireless,
– exaggeration – consists in enlarging or reducing an element in the product so that it differs from the standard version,
– switching – consists in changing the order, e.g. in services, to the benefit of the client.

Lateral Marketing – how to apply in a company?

The use of an innovative approach to the product itself, market or marketing tools is one of the best ideas that a company can come up with and it is a slightly different approach from SEO or SEM advertising that works in a very competitive market. It is worth noting that this innovation does not have to be spectacular, but should rather work for the benefit of the client and meet his needs. Introducing such innovation requires, first of all, an analysis of the market, customer needs and its path, both offline and online. It is worth supporting such a quantitative analysis with a qualitative analysis and then tackling it at meetings with the communication department. Carrying out innovations according to lateral marketing is a long process, but its effects can be very positively surprising!