The importance of the emotional environment is openly emphasized by the representatives of show business (“we do not sell skills, we sell PPV and emotions”), but probably every modern entrepreneur is aware of the importance of non-financial aspects of sales. The customer should not only buy something, but also feel good about it.

Even the process of purchasing screws, pens or a phone case can be a carefully directed spectacle, after which the customer will leave satisfied and will probably come back to your store next time. It is not about unfairly manipulating the client and persuading him to make a decision that is unfavorable for himself, but about creating a long-term relationship based on trust and mutual respect.

The e-commerce industry, due to its specificity, generates huge amounts of data. We can – in simple terms – track every user movement on our website, in social media, and thanks to cookies and advanced profiling, virtually the entire network.

For this reason, e-commerce relies more and more on analytics every day. While intuition is still a very important element in business, it cannot compete with terabytes of detailed data on user behavior and profiles. Thanks to the huge analytical capabilities, you can get to know the customer’s expectations and see how he meets the brand, how he browses the website and makes a purchase, and whether he is satisfied with the entire experience. So you can design every element of this relationship and adjust it to the user’s expectations.

Customer path – what will be needed?

In order to be able to analyze the behavior of your website user and professionally check whether the customer’s shopping path within the website requires verification, the Google Analytics module will be the key. This powerful system provides thorough data about your website and its users.

The functionality of Google Analytics that you should pay special attention to in the context of the customer journey is Behavior Flow. This component may, inter alia, group content and individual pages and associate it with user behavior, generating detailed reports. You can also find reports that identify Multi-Channel Funnels and Top Conversion Funnels.

The HotJar tool can also help. By tracking the movements of the user’s cursor, it allows to detect those elements of the website navigation that fulfill their role well and those that should be improved.

Customer path and customer experience

The client’s path can be conventionally divided into layers. Each layer is characterized by a different level of customer relationship, which requires slightly different solutions and tools – from the multitude of available methods we have selected a few that have proven their effectiveness – of course, it is not a whole, but it is a very solid basis.

Building awareness

The first moment when the customer’s shopping path is revealed. The interested party is considering purchasing a new service or item. Often, he does not have specific needs yet – he is looking for gifts for Christmas or Black Friday promotions and enters a general phrase related to it in the search engine. Magic begins here, or rather advanced marketing tools that will allow you to make friends with the client and reap mutual benefits.

The first step for a brand should be to say “I am.” At this stage, several solutions may be crucial:
– Text ad in the Google search network – the world’s most popular ad format for many years. The system displays sponsored links matching the phrase entered by the user in the search results.
– SEO – thanks to appropriate positioning, your website will be higher in the search results of a specific phrase, and thus will generate more visits and – probably – transactions.
– Advertising in social media – social media has become one of the foundations of internet marketing. On Facebook, Instagram or LinkedIn, users provide systems – and therefore marketers – with hundreds of information about their interests, behaviors and views. Thanks to this, it is possible to signal the presence of your brand among people who may be potentially interested in it.
– Google Display Network – a system that allows you to display ads directly on specific pages. GDN covers over 90% of the Internet, including huge portals. In order to use GDN, the advertiser must use data about the user’s interests and on this basis target the user with advertisements.
– YouTube Ads, e.g. bumper – short advertising formats displayed on the YouTube platform. In building brand recognition, the so-called bumpers, lasting a maximum of 6 seconds.
– Blog – at the stage of creating brand awareness, it is a useful tool. A blog entry, e.g. with propositions of gifts for a given occasion, may signal the customer a need for a purchase that he or she is not yet aware of.

If the actions were effective, your brand managed to gain the attention of a potential customer. This means that the tools you used did their job. You have attracted someone’s attention – not just anyone, but the person who by clicking expressed interest in your products.

This is a good start, but not only does it not guarantee success and may even mean little. Time for the second layer of the path.

Consideration

The customer already knows about your existence. Now it’s time to convince him that your offer will be the best choice for him. Let’s face it – probably your brand isn’t the only one it is considering.

At this stage, two aspects will be key – appropriate content and UX (user experience).

– Well-matched content on the category or product page – an attractive and substantive description, photos, promotional materials, video presentation, etc. will make the client consider your offer.
– UX will make sure that the layout of the content and the navigation on the website are friendly enough so that the “pros and cons” analysis is favorable, and the process of adding a product to the basket and then finalizing the order is convenient and fast.

You may also find useful in this step:
– Ads in the Google search network – customer expectations are beginning to crystallize. At this stage, the phrases typed in the search engine become less general, for example, instead of “Christmas gifts”, keywords such as “drone with a camera” or “tricycle” appear. Thanks to Google Search Ads, your offer may appear on the first page of search results even if your page is not well positioned.
– PLA product ads (Product Listing Ads) – a solution that requires Google Merchant Center, which enables direct advertising of a specific product with its photo, description and price Ads are displayed both on a dedicated Google subpage and in search results.
– Customer opinions on Google, on forums and in social media – finding information about a given company, product quality and its approach to customers on the Web will take several seconds. Make sure not only that the product complies with the description, but also what your attitude is and how you deal with controversial situations – the image crisis may delay the development of your brand for years.
– Landing page – the page that the user gets directly after clicking on the link. It can be a category or product page in the store or any other subpage, but often the name of the landing page functions in the collective consciousness as a subpage created specifically for the promotion and sale of a specific item or service.
– Blog – a substantive blog will help create your brand’s image of an expert in a given industry, and at the same time it is a great source of organic traffic and sales support. Entries about a given product category give space to present the assortment with an emphasis on its advantages.
– Price comparison websites – these convenient aggregators of stores and products allow the user to quickly reach similar offers and compare them with each other. Price comparison websites are used by millions of potential customers – make sure you are present on such websites and properly present your product range.
– FAQ (list of frequently asked questions) – after a while you are able to identify certain issues in the relationship with customers that appear repeatedly. So you can prepare a list of the most frequently discussed topics and collect them in one place – thanks to this you will immediately “put your coffee on the bench” and save time – both for yourself and your potential customer.

Purchase (Acquisition)

Time to get the conversion done.

– Dynamic remarketing – is useful in virtually every step of the sales path, but it plays the most important role at this stage. Thanks to remarketing implemented not only in Google Ads, but also in social media (e.g. on Instagram and Facebook), you will remind about your existence and offer. You can also “ask” customers who registered on the website and even added a product to their cart, but for various reasons did not complete the transaction, to complete their purchase.
– YouTube Ads with particular emphasis on YouTube for Action – a special video ad format adapted to increasing conversion. It consists of a CTA, a header and – after playing – a special panel encouraging to click a link.
– Web push – notifications from websites displayed by browsers. Thanks to them, you can remind a potential customer about your offer, who is currently browsing other websites.

In addition to advertising tools, it is worth paying attention to other facilities at this step that are of great importance when converting – for example, the quick payment module, which allows you to complete the transaction almost immediately.

After-sales care (Service)

In order for the brand relationship with the customer to be durable, it cannot end up simply “pushing out” the product. For this reason, you should take care of comprehensive after-sales care after the transaction.

– Technical assistance – few entrepreneurs assume that the product may be defective or simply require some less obvious action on the part of the client, but in a certain percentage of cases such situations will arise anyway. A competent technical support department will provide the customer with assistance, support the building of an expert image of your brand and, above all, give the customer the impression of mutual feelings.
– Friendly warranty process – if the product obviously does not meet the customer’s expectations due to its defects, you must take responsibility for this inconvenience and take care of the repair or replacement of the product with a full-fledged one. If the customer sees that in the event of justified difficulties they can count on your brand, they are more likely to come back for more products.
– Additional materials, such as a FAQ containing technical issues of the product described in a friendly form – thanks to them the customer can find an answer to the issue bothering him without involving the technical support department.

Loyalty

You have successfully sold the product and met the customer’s expectations. You have built a relationship – now you have to maintain it and make the customer return to your store when the need arises again.

What will be useful at this stage?

– Dynamic remarketing – you already know your clients’ profiles and can offer them another offer. The remarketing potential is huge – thanks to this tool, customers can find your brand again, e.g. when scrolling Instagram or – thanks to the Google advertising network – even while browsing messages on various websites. If the customer is already on your remarketing list, you can send messages to them at any time – for example, when you offer new promotions on Black Friday and the customer has previously purchased products from a given category.
– Newsletter – e-mail marketing is considered an anachronism by many people, but it is still an effective and cheap tool for marketers. Thanks to the newsletter, you can send the client information about new promotions, changes in the offer or simply remind that your brand still exists.
– The loyalty program allows you to “retain” the customer for longer, because – in the most popular form of such a program – the more he spends in your store, the greater the benefits will be. These can be discounts on products or material prizes.
– Social media – thanks to social media, you can keep in touch with the customer by providing him with information about products, promotions and the brand as such. Although organic reach in leading portals is unlikely to return to the state from a few years ago, social media, even with a small advertising budget, will allow you to reach current and potential customers.

Why is it worth mapping the customer’s shopping path?

Focusing on a holistic analysis of user behavior on the website has nothing but benefits – it allows both you and advertising systems to better understand the motivations and actions of customers. The main advantage of dividing the customer’s shopping path into the stages presented above is the ability to adapt the entire advertising message (content, format, channel, graphics) to a given stage, which significantly increases the chance of conversion. The customer’s shopping path is therefore an element of optimization of your activities in all areas – paid advertising, promotion, UX or even SEO.

Professional website positioning functions on several levels. This concept is not strictly assigned to SEO agencies or freelancers. In fact, regardless of the cooperation model you choose, you will hit right or wrong. What does “hit well” mean in this context? What distinguishes professional website positioning?

First of all … experience and professional SEO!

An experienced SEO specialist has already seen many pages. As a result, it is easier for him to spot errors, assess their impact and significance for the effectiveness of positioning, and develop a strategy. It is not about a misunderstood routine and the use of one developed template when creating a positioning strategy that does not take into account the specificity of a given website, individual arrangements with the client, his expectations, limitations related to the possibility of modifying the website, etc. Experience is associated with the knowledge of the specifics of, for example, various CMS stores and engines, their strengths and weaknesses, limitations, modifications and optimization. This experience resulting from working with many websites – “years of practice” – will increase the probability that it will be a professional and mutually satisfying cooperation.

Second… the ability to say no

A professional SEO specialist is not afraid to say no. Information from customers regarding their expectations, experiences with the positioning service, key elements of the offer are very important and will be useful for the positioner. Good communication increases the chance that the customer will be satisfied. But what to do in a situation where the customer’s idea or his expectations for the service are unrealistic, impossible to implement, exceeding the assumed budget or harmful (even potentially) to the website? The professional will not be afraid to inform the client about it. The apparent consent on such hot spots is usually a harbinger of future problems that will be much more difficult to deal with in the future. It is also worth remembering that the best agencies and freelancers are not under a drip and simply will not take on topics for various reasons hopeless just to squeeze out of them as much money as possible and few effects.

Third … realism in action and evaluations

This point is indirectly related to the characteristics of an SEO professional presented in the previous sections. Knowing at the start, among others customer expectations, budget and possible readiness to increase it can propose actions and solutions that take into account these elements and will at the same time give a satisfactory effect. The reaction of the client who hears at the very beginning that reaching the desired goal will take an estimated minimum of 6 months with certain assumptions (here you can insert information about the pace of approving changes or content development on the website) is different from that resulting from over-optimistic messages like ” after a month you will be satisfied ”.

Fourth … collaborates with other people involved in the project

It is not uncommon for an SEO specialist to be able to demonstrate the ability to communicate well and cooperate with people who do not necessarily know the specificity of the services they provide. In short – they don’t say “positioning”. Popular situations in which such contact occurs include the implementation of changes to the website in terms of programming, providing recommendations on how to prepare a new website in terms of SEO, how to create valuable content supporting the positioning process, etc. Depending on the situation, the SEO specialist must be able to convey your message to programmers, creators of a new website, people from the marketing department or the “boss of all bosses” in the client’s company. The real art in such a situation is to find a common language, communicate and convince your point of view communicatively.

Fifth … is not afraid of a conscious and educated client

Knowledge about SEO and awareness of how it works – there is an upward trend in this regard. We do not hide that, as Paraphrase-Online.com, we attach our hand to this trend, which deserves the most positive assessment. Our SEO lessons or blog entries are the contribution of Paraphrase-Online Team to SEO – education jug. We know that our clients like it and bring them closer to the specificity of the positioning service. Of course, the positioning service is not the same as an SEO course, but our experience shows that a client who is even at a basic level and equipped with actual knowledge, and not a set of myths about positioning, is a support for a specialist who cares about the high positions of the website. Professional website positioning also means taking care of the client’s knowledge.

Sixth … looks holistically at the website promotion process

Positioning is often one of the elements of a larger puzzle, which is website promotion on the Internet. It is relatively rare that a website is promoted in only one way. Therefore, it is worth talking to your client more broadly about his idea for promotion, about what he uses and what results it brings. For example, if in the case of an online store we propose to rebuild a category, it would be worth taking into account how the Google Ads campaign is conducted. The proposal to create a 404 page should take into account not only SEO issues, but also act as an incentive to stay within the site and look for something else from the current and available offer.

Seventh … it solves problems instead of multiplying them

Let’s be honest: perfect SEO services don’t exist. The vast majority of websites that we later come up with require at the start of the implementation of corrections and changes in terms of SEO – smaller or larger, depending on what case we encounter. The matter is simple: websites are created not only for the highest possible positions in Google, but about the presentation of the offer, increasing the number of customers, etc. These goals sometimes conflict with each other, so it is important to work out a compromise that will be accepted by all parties. A customer who likes their one page site may find it easier to accept the suggestion that the new pages should be listed in the menu at the bottom of the page. A similar situation will be the one in which we are dealing with a website without category descriptions, due to the fact that the customer primarily wants to display products belonging to this category and who will not accept the idea with a content block at the top of the page. Although it is a place preferred by SEO specialists to publish content, having the choice of the client’s disagreement for this location, and the compromise placement again at the bottom of the page, the choice becomes simple … The same is with the “read more” button, which does not it inspires the admiration of an SEO specialist, but it is a better solution than giving up content entirely. The role of the positioner is sometimes to propose something of a compromise if the best option cannot be implemented due to the lack of acceptance for such a plan. Of course, there are situations in which it is impossible to find a solution acceptable from the SEO point of view, reconciling both points of view. It is worth informing the client about this approach to the wall. After all, he is not an SEO expert and does not need to know what the consequences of his decision are for the success of the SEO process. Perhaps a simple and honest statement of the matter will convince him to change his mind.

Eighth… not to be pressured

If you are looking for a method of promoting your website that will bring instant results and you hope that SEO will provide them for you, then… you may be disappointed. Of course, there are cases of websites where meta tag optimization was enough to be happy and to be in the top 10. Such instant routes to the top, however, are a minority of cases. When this path begins to lengthen and at the same time puts the endurance of the customer to the test, using the immortal slogan “add more links“, you may be tempted to follow this path to keep the customer happy, or at least temporarily gain peace of mind. However, is this the best solution? Everyone should answer this question for themselves.

It is the positioner (or a team of SEO specialists) who is responsible for the strategy and plans actions in terms of its likely results. It is not surprising that during the term of the contract there are changes in the strategy, the effect of which is an intensification of activities for selected keywords – for example, for those that are not yet in the top 10. This approach makes sense, as opposed to changes implemented for the sake of peace. Patience pays off – website positioning is the cheapest method of acquiring new customers in the long run.

Ninth… ends the cooperation with the class

Not every SEO contract is extended – that’s a fact. There may be many reasons behind such a decision. However, it is worth making sure that the customer does not feel disgust after the breakup. Indexing the website from the search results, damaging it, placing links on it leading to other pages, risking manual punishment from Google… there will be some potential gimmicks in the SEO world.

It also happens that the client, not knowing the specifics of SEO, expects to maintain certain activities also after the end of the contract, and their failure to do so causes indignation. An example may be the links that the SEO specialist acquired for him during the term of the contract. It happens that the client thinks that they will stay with him permanently. To avoid such unpleasant situations, it is worth determining at the very beginning what will happen with the optimization, content added to the website or obtained links, whether they will be removed or will remain as a permanent effect of the positioning agreement for a given website. Clear arrangements in this regard will allow you to avoid unpleasant situations and negative opinions of a bitter or simply angry customer. Professional positioning of websites is therefore also the art of saying goodbye.

SEO – the basis for advertising a furniture store

It is impossible to hide – nowadays, in many furniture stores you can find very similar or even the same goods at very similar prices. Even if you propose something unusual, it will be very difficult for you to break your offer among a huge number of products and sellers. How do customers find furniture stores? Often via Google. Sometimes they search on the basis of very general terms (eg “Los Angeles furniture store”), other times more precisely (eg “modern New York furniture”, “Boston-sized kitchen furniture” or even “eared armchair with a footrest”). Usually they click on the first few search results, rarely (only about 25% of the time) looking at their second page. Therefore, a high position in Google results is something every seller should strive for!

This is what website positioning is all about. It is a set of activities aimed at improving the visibility of the website on the Internet. Positioning is carried out on the basis of a well-defined list of keywords and a carefully developed strategy. These words should be skillfully placed in the content of the page, its meta tags and attributes. It is also worth making sure that links to it from other websites, preferably reputable and thematically related to it, are directed to it.

Keywords (phrases, queries) should be selected in a specific way. Although the company’s main goal may be to be in the first place in the search results for the phrase “New York furniture”, positioning your site only for this phrase will not bring you tangible results. Long tail keywords work much better, i.e. detailed, several-word queries similar to those mentioned above. They are much less searched, but at the same time much less competitive. This in turn means that it is easier to get to the top of the results. The positioning strategy for long tail phrases has one more benefit. They are entered in the search engine mainly by people determined to buy, including those looking for specific products. Therefore, if you can offer them a favorable offer, there is a high probability that they will take advantage of it.

It is best to hire specialists to conduct positioning. You can create a new position in the company or decide to work with an agency. It is worth remembering that the latter solution is usually much cheaper. However, it is important to carry out all activities systematically and thoughtfully – positioning is definitely not something that can be done “by the way”, especially in a serious company. How to make your website more visible? It is a combination of different types of activities. However, an important role here is played, among others, by content marketing, i.e. content marketing. The website of a furniture store is an ideal place to run a blog about interior design, trends, popular materials and their properties, arrangement styles and other related topics. It is quite easy to smuggle in many keywords in published articles, which affects the position of the page in the search results. One should only make sure that the website does not contain duplicate content, which will disqualify it in the race for good visibility on Google. In order for the advertising of a furniture store to be even more effective with this method, it is worth keeping your finger on the pulse when it comes to the latest trends and topics that interest customers. Thanks to a variety of online tools (including, for example, the free Google Trends service), you can check which topics and terms are most frequently searched for.

In addition, the very structure of the website is of great importance for positioning, so it should be constantly optimized, including in the field of code order, structure, appearance and content. You should also not forget about the exhaustive descriptions of categories and product descriptions in the online store (if any) and internal (between individual subpages of the website) and external linking.

SEO for a furniture store – why is it worth it?

Taking care of SEO should be a priority for every store and company that cares about a good image and attracting new customers. Positioning also plays an important role in advertising a furniture store. It is worth taking care of seriously mainly due to:
– the ability to reach customers looking for specific information and products,
– increasing brand recognition and prestige, which can be extremely important in the marketing of a furniture store,
– long-term effects – a well-positioned website helps to constantly acquire new customers,
– side effects in the form of a well-structured, optimized and user-friendly website and valuable content on the website and company blog.

Thanks to positioning, you will build a strong brand and reach your potential customers. It is now a primary marketing tool and a foundation for other activities that we will discuss below.

Google Ads – effective advertising of a furniture store on the Internet

Google Ads is another good solution for advertising a furniture store. The platform offers a number of paid promotion opportunities that are useful for both stationary and online activities. What tools can be used?

Google text ad (sponsored links)
Ads that appear just above or in between and look very similar to organic search results are sponsored links. Placing such a link in the search engine costs nothing in itself. However, you will pay for each redirection to the store’s website – i.e. for clicking the link. This is called Pay Per Click (PPC) settlement. The price of a single click varies greatly – it depends on the competitiveness of the keyword, i.e. how many people want to advertise within a given query, but also on e.g. your ad quality score. The advantage of a text ad is the possibility of obtaining immediate results comparable to those provided by careful positioning.

Product Listing Ads
Sometimes, ads for specific products along with a photo, name and price also appear in the search results. This is called Product Listing Ads (PLA). It is worth using them to promote specific goods from the offer. In this case, you also pay in the PPC settlement, and the customer redirected to the store often makes a purchase, which is why PLA campaigns can be very beneficial. In fact, it is currently the fastest growing advertising channel for online stores.

Graphic ad (display, banner)
When browsing various websites and websites, you often come across graphic ads, often related to your interests or previous Google queries? This is the banner campaign. Advertising of a furniture store conducted in this way may prove useful in the context of building brand recognition. Campaign settings allow you to refine the target audience of your content, which increases its effectiveness.

Remarketing
Remarketing is similar banners targeted at those who have already visited the store. Depending on the selected settings, they can show up to former customers or only to those who have not made a purchase. If you run an online store, you can use dynamic banners. Then, the recipients of the advertisements will be shown previously viewed products or other similar products (e.g. from the same category).

Google Ads in advertising for a furniture store – why is it worth it?

Google Ads is used by both novices and the greatest representatives of the industry – including those who managed to achieve the highest positions in search results. Why? Because it just pays off. In addition, advertising for a furniture store with Google is:
– several types of campaigns,
– immediate results,
– the ability to reach a well-defined target group and customers looking for specific products,
– favorable settlement model – Pay Per Click,
– the ability to analyze the effectiveness of the campaign thanks to statistics and conversion path tracking.

These types of campaigns can produce really good results. Condition? Consistent and skillful actions. Therefore, advertising for a furniture store via Google should be supervised by professionals.

Advertising of a furniture store via Facebook Ads

Facebook is a very important medium, but still remains underestimated by some companies. Your competition is definitely there, so it is definitely worth joining. Importantly, users often look there for information that is relevant to them. The company profile on the platform is a tool for communicating with customers and a determinant of its authenticity, so it is certainly not worth giving up.

Your own Facebook page can be used to publish news, present specific products and collect opinions or suggestions directly from customers. In addition, it enables paid advertising of a furniture store. You can use it to direct users directly to the store or to your fanpage, as well as gain new “fans”. There are many possibilities, also in terms of targeting. Thanks to this, promotional content can go exactly where you want.

Facebook Ads for a furniture store – why is it worth it?

Facebook Ads allows you to reach millions of potential customers. It is perfect for advertising a furniture store, as well as many other types of business, mainly due to:
– several campaign formats,
– affordable prices and no minimum budget for advertisers,
– the possibility of precise targeting, i.e. reaching a specific target group,
– various billing methods – e.g. for clicks or impressions,
– the possibility of creating the company’s image.

Facebook ads can be very effective, especially when done wisely. In addition, being on the platform will be useful for establishing and maintaining relationships with customers and increasing brand awareness.

Effective website

An effective website allows you to achieve the intended goals, and thus – also profits. Creating such a website requires a lot of work, focused not only on the correct coding of the website, but also on adapting it to the user or the requirements of internet search engines. Each of these elements undergoes many changes – in a given period, users will focus their attention on some subpages, and a few months later – on others. The same applies to the rules governing search engines.

Analytics allows you to effectively catch places where traffic is higher or where it drops. By locating these “hot spots” you can improve them and increase the chances of conversion. Correct counting of conversions in Google Analytics also makes it easier to determine the level of fulfillment of a given goal and to mark its measurability.

Goal types in Google Analytics

In internet marketing, “goal” is quite a broad word. Underneath it, however, there are more specific slogans, characteristic of different types of websites. No wonder – in fact, the goals related to the operation of the online store will be different than those on which the blogging activity focuses.

In Google Analytics, the goal is the performance of an action, i.e. conversion. Actions can include going to a specific page, spending a certain amount of time on it, displaying a specific screen or performing the desired action.

Target – The goal is for the user to reach a specific URL, such as “thank you page”. The target related to a given URL facilitates the analysis of data related to free bonuses or trial accounts, filling out a form or subscribing to a mailing list. These types of targets are also used to count transactions.

Duration – amount of time spent on the website. This goal allows you to analyze the involvement of users on the website and is often set on pages such as support or FAQ. The target allows you to study two groups of users – those who stay on the site longer than the time set for the purpose and those who quit faster from being at a given URL.

Pages / screens per session – this goal allows you to check how many subpages the user saw during a single visit to the site.

Events – specific interaction with the website, eg clicking the “download” button, turning on the video. Before setting the goal, it is necessary to define the event.

Are you looking for other solutions? Smart Goals are based on a traffic analysis performed by a machine learning algorithm that finds the events most likely to convert. The algorithm evaluates the session and assigns an intelligent target to those it deems “best”.

Not only one goal

Analytics allows you to set multiple goals for one website. Thanks to this, we can observe user behavior on many subpages, each of which plays a different role.

Each of the goals can have a specific value – expressed in the currency you use. Based on the number of goals achieved and the related transactions, it is possible to determine the value of each conversion. Example: Every 10th contact from the site ends up selling about $ 100. The value of one conversion – contact via the website – can be estimated at about $ 20.

If it is difficult to specify the specific amounts assigned to a given conversion, the value may play a different role – the weight of the given goal. Their value will depend on how important they are for a given business – the more important higher value can be assigned, and the less – lower.

The goals set in Analytics can also be used in Google Ads.

Correct counting of conversions in Google Analytics

Correctly setting goals and using the information they provide allows you to evaluate the effectiveness of the website and marketing activities. Unfortunately, the collected data is not always correct. Errors can have several causes:

A. Incorrect tag configuration – some errors related to data collection result from incorrect tag placement, eg pasting it in the wrong place. The use of an incorrect tag can also cause problems. Some of the problems are due to our inattention or “printing imps”, which sometimes happen when we paste code from a text document. Formatting is implemented in your documents that may cause changes to the code syntax – for example by removing or adding extra spaces – autocorrect has different priorities than keeping the tracking code valid. You can also use the old GA code as a misconfiguration, which is still present on some sites. It is worth using Google’s recommendations and switching to new products suggested by them, which usually bring greater possibilities in the field of website control and analysis.

B. Errors also happen during the configuration of the Tag Manager – Here, the problems are mainly due to incorrect settings of the Exclude / Include filters, the assumption of which is to screen out information about unwanted data in the visit statistics. Too rigorous use of any of the filters can cause problems with proper data collection. Among other common problems with gtag.js, there is no container published (the publishing process is longer, the latest changes may not be available immediately) or problems with handling too large HTTP requests.

C. Using another account – the tracking code is associated with a specific account – in the case of incorrect data, it is worth checking if we are trying to analyze from an account that is not connected to GA.

D. Custom Code Placement – Analytics code should be in the <head> section of the web page. In the case of niche CMSs or less popular plugins for pasting external codes, the final localization may deviate from Google’s guidelines and as a result may not work properly. It is worth taking advantage of the possibility of pasting the code directly into the website template or using proven plugins.

E. Incomplete conversion data may be caused by the lack of code on all subpages within the domain. You can catch missing subpages.

F. Lack of internal filters – clicking on your website or shop may disrupt the statistics – eliminating internal traffic will allow you to obtain information about conversions that will be more reliable.

G. Inaccurate setting of the goal – the conversion is counted at the moment of achieving the goal, however, incorrect setting of the final moment means that it is not valuable, and the intended goal has not been met. Example – the purpose is to send a form, but the code is placed on the “Contact” tab and as a result, the conversion is counted at the moment of entering this subpage. The form is not sent, and the data collected by the tool does not reflect the number of actually sent forms. Putting the code in the right place – for example on the send button, and even better – on the “thank you” page, displaying information about the correct sending of the message, will allow you to collect real data.

Errors that make it difficult to correctly count conversions in Google Analytics can be due to many reasons. Some of them are trivial, and thus – easy to identify and remove. More complicated cases may require changes to the page code – but it is worth investing the extra time and obtaining the correct data.

Objective settings should be checked from time to time and modified if necessary. It is also important to test your settings and proper billing of conversions, especially after making changes to the site, such as modifying URLs that were related to your goals.

Ecommerce Tracking

Tracking movements in online stores may be different to what happens on other types of sites. Analytics allows you to count transactions, their value, and so on. Controlling this data by an external application allows you to fill in “white spots” that may appear in reports from the store engine. In addition, combining this knowledge with other information about the page will allow you to spot the moments when sales are going the best and those where they drop sharply.

Correct conversion counting is the key to analyzing and planning further development of online stores. Google Analytics enables an in-depth analysis of user behavior and the choices they make. It also allows you to evaluate various sales channels and is invaluable when you need to make a decision to develop or eliminate one of them.

Ecommerce tracking should be included in your reports, and code should be placed within your website to collect more detailed data. Due to the more complicated structure of the code, its introduction will require cooperation with a programmer who will take care of its proper implementation. Next, in the Administration tab, in the appropriate data view, there is the E-commerce settings item, which you must enable and save your selection.

The data collected by e-commerce tracking is transaction and product specific.

Information about the transaction consists of a transaction identifier, which allows it to be counted only once per session (the lack of an identifier could result in the same transaction being counted multiple times, e.g. when reloading the thank you page by the user), affiliation – understood as the store where the transaction took place, revenues – transaction amount, delivery – delivery costs and tax.

The product in Google Analytics also has similar values – transaction ID, product name, SKU code (unique product code, assigned in the internal company database), the category in which the product is located, price and its quantity.

In addition to the transaction identifier, and in the case of the Product also its name, the rest of the parameters are collected optionally.

Standard reports can be used to analyze the data collected in e-commerce tracking:
– an overview, which is a general summary of the information collected,
– product effectiveness,
– sales effectiveness,
– transactions,
– time to buy.

E-commerce – data that sells

Extending the sales statistics with data from Google Analytics will allow you to adjust the sales method to the current trends and customer expectations. Detailed analysis of user behavior – incl. analysis of the time that elapses from entering the website for the first time until the moment of making a purchase may initiate the rebuilding of the store and the introduction of improvements that will help him make the final decision.

The online store has much more than just the shopping cart in which the transaction data is collected. Analytics allows you to observe customer behavior across the platform – e.g. checking articles in the blog section – e.g. which ultimately make the customer allow himself to buy a given product. Controlling traffic in the store also allows you to catch problems on the platform – e.g. bugs or places that, for unknown reasons, load slower, causing customer frustration and cart abandonment.

Comprehensive monitoring of activities also facilitates further planning of the strategy and selection of the most effective way to maintain and increase sales in the next period. Using the available tools, their correct implementation and data analysis allow for taking more effective actions that save time and money. Greater knowledge about the movement and steps of customers will allow you to choose more effective solutions, tailored to the needs of customers. Being ahead of the competition and reaching customers effectively also allows you to leave the competition far behind.

Correctly counting conversions in Google Analytics and using all available program options facilitates quick response to trends and changes in the market, which are a natural phenomenon in the case of E-commerce. The knowledge gathered by Analytics allows you to create Google Ads campaigns that sell.

What’s what in this puzzle

DOMAIN – a series of characters that allows you to define the scope of the website within the DNS (Domain Name System). The domain consists of two parts – the main name and the ending, most often specifying the language and country associated with the website.

SUBDOMAIN – an address created within the existing main domain. The address that starts with www is also a subdomain.

CATALOG – folder within the main domain.

The basic component of an online store

The first half of 2020 will forever be a period of many changes. Along with the slowdown in the economy and the closure of stationary outlets, part of the business moved to the Internet. A lot of online stores have been created, and are still being built, that support the activities of entrepreneurs so far, and probably many of them will decide to continue online sales also in the coming months and years – not only due to the pandemic.

The main task of the store is sales – it is no different in the case of its virtual version. Like the stationary, the Internet version requires appropriate preparation, which will enable existing customers to conveniently shop. With the creation of an online store, the possibility of reaching new recipients also opens up.

When taking a step towards the sales website, it is worth getting acquainted with the rules that will allow us to quickly start in the search engine. They include, among others the need to act in accordance with the recommendations for optimization for search engines, especially Google.

Subdomain or catalog – where to put the store?

One of the first problems that business may encounter when moving to the Internet is the need to make a decision related to the location of the store. If the current website of the company was informative – and we want to maintain it – the online store may appear next to the current page – in a subdomain or catalog.

The decision regarding the location of the store is crucial due to the visibility of the domain in the search engine. Older domains that have an established position in Google and lead customers to a brick-and-mortar store should not be abruptly modified and, for example, completely rebuilt into an online store. Changing the URL structure, changing the content and layout of the website may result in the loss of existing positions and de facto mean the need to position the store’s website from the beginning.

On the other hand, the main goal of some websites is to deliver content, and the associated store – despite the thematic consistency – is to be a separate entity, serving, for example, to sell 2-3 own products. Goods from this type of online stall will be sold mainly through blog entries and posts in social media, and its visibility in SERPs will be much less important.

So … shop in the catalog or in the subdomain? Or maybe a new domain? Let’s check the pros and cons of these solutions and how Google looks at them!

Positioning the store in the catalog

Developing an existing website by adding a store to it will keep the existing structure and position of the website in the search engine. It is possible that the enlargement associated with the addition of new categories and product pages will have a very positive effect on existing items. And vice versa – higher deposits of old subpages and traffic on them will allow for a better start with new ones.

The appearance of additional pages on the website gives new opportunities for internal linking. Thanks to this, both the older part of the website and the newer one will work for each other by supporting user navigation on the website and accelerating indexing of new content and products.

Behind the success of such a solution, however, is the earlier correct construction and optimization of the website. Further optimization work should take into account the entire page, i.e. modifications for keywords should be broken down into the entire domain, and not only within the newly added directory. Among other potential problems, it is also worth mentioning the payback in terms of website construction and the risks associated with changing its performance. The launch of the store requires technical modifications, the end result of which may be a slowdown of the website.

Before starting the store, it is worth making sure that our server will withstand additional traffic, and the technical solutions used will allow for trouble-free use of the entire website. You will also need to make sure that the domain is properly secured, i.e. it is covered by an SSL certificate. In the absence of a certificate, after implementing it, redirect the domain to a new address, starting with https: //, which may confuse the positions also for the old part of the website.

If the current website was based on one of the most popular CMSs, adding a store to it will be relatively easy. In the case of WordPress, a new store can be set up using the WooCommerce plugin. The VirtueMart component works well for Joomla.

Positioning the store on a subdomain

The decision to create a store on a subdomain means that you have to build your website from scratch. A subdomain – even though it is linked with the main domain – functions as a separate entity on the Internet. This is also considered by Google. It is true that the representatives of the search engine claim that robots combine subdomains and domains, but one does not affect the visibility of the other.

Putting the store on a subdomain, however, can be a good solution for those companies that want to separate their current activity from the store and limit possible changes in the amount of traffic on an existing website. This type of solution works well for bloggers – the store is built on a subdomain, thanks to which it does not disturb the normal work of the blog, while allowing the purchase of products.

A subdomain can also be a good solution for those who wish to sell their products in another country. According to the art of positioning, it is recommended to buy a separate domain for each country, with the extension appropriate for the language of the country to which it is to be addressed, but it is not always available. In this case – taking into account the potential difficulties in ranking – you can decide to create a store in the subdomain. This trick will work especially if our domain ending is .com.

Putting your store in a subdomain is not much different than building it on a separate domain – it is necessary to create the entire website infrastructure from scratch. However, this has its advantages – other technical solutions can be used on the website, without the risk of damaging the existing architecture, and thus – also the results of an already functioning domain. In addition, a fresh store may be in the testing phase for some time and undergo further modifications aimed at finding ideal solutions – the lack of a direct link to the main domain will not have a negative impact on its position.

Subdomain or directory? Alternative solutions for the store

The motivation to transfer sales activities to the network for each entrepreneur may be different, hence the multitude of solutions facilitating this jump. For those smaller, who plan to support their current activity through an online store, there is one more solution – a platform that provides ready-made stores. Pros? The prices of the smallest subscriptions are a few dollars per month, and all maintenance and security issues are on the side of the software supplier. The downside of this solution is the lack of your own domain – the store is created on a subdomain within an external website, which prevents its effective promotion in the search engine. The use of SaaS programs, however, allows you to quickly start sales and it will certainly work for bloggers who have one or two of their own electronic products, e.g. e-books.

Subdomain or catalog? Yes, Google says …

As I mentioned above, Google points out that web robots associate subdomains with main domains, also from the search engine perspective, the choice of one or the other solution should not be of great importance.

The subdomain is treated as a separate page, therefore it must be authenticated in Google Search Console – regardless of whether the home page is already connected to the console.

In practice, most positioners will suggest choosing a catalog. In our opinion, the history of the domain, links referring to it and the current visibility is an excellent basis for building a larger website. Expanding the existing content – especially under the supervision of a specialist – will allow for a faster start of a new part and may have a positive impact on subpages that have previously worked for high positions.

A similar debate – subdomain or catalog – may also apply to the location of the blog. Just like in the store, the blog should be associated with the main domain and left within it.

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!

Creating a website can, however, be a heavy burden on the budget of young companies. The basic cost of the site consists primarily of the price of the domain and hosting as well as the work of the graphic designer and developer. Another cost is the time that you need to spend to find the right technologies and even prepare content, graphics and photos. The choice of solutions that do not require the involvement of external specialists is associated with the need to increase the time required to prepare the site. However, website creators have limitations that can prevent them from gaining customers effectively. Let’s take a closer look at popular solutions and consider when building a page with the help of a creator will pay off, and when we should, however, choose other solutions.

Website Builder – what is it and how does it work?

Website creators are a kind of computer program that allows you to create a website without knowledge of HTML and CSS, not to mention other languages. Creating a page from scratch, we choose the background color and add further details by selecting a specific element from the available collection. The graphic design we created and the background content added in it are rewritten into the language understood by web browsers. Boom – the website is ready.

The main principle of website creators has not changed substantially since the appearance of the first program of this type. Modern versions, however, have much greater capabilities and faithfully stick to the principles of creating pages and Google guidelines. Modern solutions allow in some cases to run seo processes and effective positioning of websites created with the help of one of the currently popular creators – Wix, Squarespace or wordpress Elementor.

Website creators from 10 or more years ago offered very limited customization options, and no one thought about adaptation to mobile devices or positioning.

Website creators – where did their popularity come from?

Website creators allow you to quickly create a functional website. Depending on the advancement of the creator, they allow you to modify ready templates, add colors, icons, and format text. Thanks to these solutions, creating a website does not always have to be associated with high costs. Most creators provide some functionality for free or in the form of a subscription – and the price of such is much lower than the fees associated with the work of a graphic designer and programmer.

An additional advantage of creators is their friendliness to non-technical users. Services like WIX present the functionality of their program in an accessible way and help you build your dream website step by step. The tutorial and the ability to prepare the site according to your own vision (limited only to the choice provided by the platform) allow you to start the promotion even on a very limited budget and … do not require the involvement of developers.

The number of platform users that have enabled the creation of their own website in recent years has begun to grow – in proportion to marketing efforts undertaken, among others by Wix, Weebly or Squarespace, which sponsors a whole range of Youtubers. Wix deserves special attention here – the advertisements of the website could be seen during the last few Super Bowl games, and they took part in, among others Karlie Kloss, Jason Statham and Gal Gadot.

Pros and cons of website builders

It can not be hidden that the independent creation of websites is quite popular. Is it, however, a universal solution? Let’s look at the pros and cons of such programs:

Pros:
– costs, a definite plus of creators is the ability to build a site after the so-called “Costs”, which I mentioned earlier. Part of the functionality is available for free, some for a fee or as part of a subscription, which can be terminated at any time or with a monthly notice period;
– intuitive navigation, adapted to the skills of non-coding people – pagebuilders do not require their users to know about coding pages, language skills and rules for creating websites. Website creation is done by means of graphical navigation – drag & drop or selection of subsequent options from the drop-down list of available elements;
– security – one of the biggest problems associated with having a website is to provide yourself and your guests with an adequate level of protection for their data. When using the creator, the responsibility for the tightness of the solutions used remains with the creator of the service;
– time – if you believe the ads, taking a page will take about the same as a break from work. In fact, choosing the right options and template and making the final decision about the appearance will take a few hours. Still, it’s a lot less than creating a page from scratch;
– all-in-one – modern creators are solutions that allow you to create a page from scratch and in one place. This includes not only the site design itself, but also domain and hosting issues;
– help – the platform user (depending on the subscription paid) can benefit from extensive support – guides, tutorials and consultants. Thanks to this, building your own website becomes quite a pleasant experience.

Cons:
– lack of full freedom in creating the page – the number of templates and solutions to use the site – depending on the plan – is limited. Additional restrictions are also technical issues of the platform. Moving subsequent elements can be partially blocked, and adjusting their size very time-consuming;
– slow, heavy site – if in recent years page builders have made a great step towards optimization for speed, some of the solutions still leave much to be desired. Another problem is the limited or complete inability to modify the page code. This creates unnecessary lines of code, e.g. by creating unneeded nests and enlarging the DOM, which Google Page Speed ​​Insights points out as one of the reasons why websites slow down. Too many unnecessary elements that could be described in a more optimal way are the risk of more rejections for mobile device users with a worse internet connection;
– Restrictions resulting from the plan or application – e.g. the ability to create up to 10 subpages, the ability to use only a few additional applications, restrictions on adding links on the site, etc.
– Lack of possibility to fully optimize the page – the lack of access to the code prevents full optimization under search engine guidelines, and thus – restrictions related to ranking, among others on Google. More about positioning on creators in a moment.

There are more pros than cons? However, this is not a confirmation of the universality of the solution which is page builders. It all boils down to the purpose for which we create a given website and what we want to include thanks to it.

Positioning and website creators – a bumpy relationship

Website positioning created on Wix or Squarespace platforms is one of the most controversial topics in the SEO world. Most specialists still remember the times when the creator in principle prevented any optimization of the website. The problem was, among others, the inability to set a unique <title> for the subpage, creating friendly addresses, or even adding the Google Search Console code to the <head> section. Modern platforms are more seo friendly, but they still do not enjoy much sympathy among positioners. Why?

Inability to fully optimize – Optimization under seo guidelines is content and code activities. While adding content and saturating them with keywords should not be a problem, technical optimization is the way it is. The appearance of the given elements on the page is important for the user, however, wishing to conquer SERPs you should also pay attention to how the site is seen by network robots.

During positioning, it is necessary to change the content, among others titles, descriptions, headers. Creators of the type Wix or Squarespace allow you to add your own elements from this range – all changes are made via the panel. Interestingly, Wix still promotes adding the meta keywords tag and filling it with about 10 keywords, which in the positioning environment is considered unnecessary archaism. The meta keywords tag has no longer fulfilled its original role for years and is de facto redundant on the site.

Adding more advanced elements, e.g. schema tags, goes beyond standard services.

In the case of Squarespace, adding schema tags requires modification of the page’s <head> – pasting the generated code in the right place. Here, basic basic knowledge of html structure will be useful.

In this situation, Elementor seems to be the best solution – it works with popular wordpress plugins intended for SEO, e.g. Yoast SEO. However, there is still the problem of too large DOM – excessive number of nested elements that delay rendering of the page.

Unsociable seo technologies – One of the problems Wix had to deal with for some time was generating the page “on the fly” – with the help of JavaScript. As a result, the site content was virtually invisible to robots. Currently, the situation has changed – both Google has made a big step in “dealing” with JavaScript, and Wix has put greater friendliness in the solutions recommended by Google.

Unsatisfactory speed test results – In recent years, Google has significantly increased the focus on adapting websites for mobile devices and for fast rendering also for slower connections. If you look at the results of speed tests of pages made using the selected creator, it is easy to say that speed demons are unfortunately not.

The biggest problems include unused code fragments and too large DOM. These elements can be modified, provided that we have access to the code.

Here you should do justice to the creators indicated above – most of the solutions actually try to keep up with trends and implement on their platforms photo optimization and formats preferred by Google, code minification and prioritizing loading of the most important elements of the page.

The problems we encounter when trying to position websites on Squarespace, Wix or built using Elementor, however, do not completely eliminate the chances of building visibility in Google search engine. There are other factors at stake – first and foremost the purpose of creating the page and the niche that the site is about.

Wix, Squarespace, Elementor … solutions for special tasks

Website creators make it easier to appear in the virtual world, but they do not quite prove themselves as professional websites for larger companies targeting competitive industries. We can talk about increasing the visibility and positioning of pages on Wix, Squarespace or other creators in the case of small, local businesses. The condition here is the use of more extensive subscriptions that allow access to advanced site modification options.

The solutions proposed by popular page builders will work to build a page from an amateur photographer’s portfolio or a page that will contain basic information about a service closely related to the local operation, e.g. a community day-care center for children. Positioning a site built on the Squarespace or Wix creator, whose ambition is to search for keywords like “New York dentist” may not be effective. In this case, making a lighter page – e.g. on WordPress, with the option of connecting an external system for booking visits, will pay off. Full access to the website’s code will facilitate optimization under current Google guidelines, and the possibility of facilitating registration of patients from the website level will significantly improve the calendar of visits.

Finding the perfect solution that will allow you to mark your position in the search engine and compete with larger players requires appropriate research and time expenditure. In this case, saving on technologies and choosing a “cheaper” solution may block the possibility of further development.

You cannot deny the universality of solutions such as page builders, but you can not put an equal sign between them and success in search engines. Seo adaptation promoted by Wix and Squarespace is primarily the ability to preserve the basics of seo activities, i.e. care for content delivery, the ability to set titles and descriptions, and the ability to connect your own domain and codes to GSC. However, positioning activities are much more than that – technical optimization requires changes that are simply not possible with subscriptions to page building platforms.

So who should you recommend such solutions to? First of all, businesses that do not have the ambition to compete in the race for the highest positions in SERPs. The website on the platform is a solution for those who target inbound traffic from social media and based on searches with the brand name or paid advertising. A website based on WIX or Squarespace will be perfect as a portfolio for young photographers, models and companies that base their content on photos and gain most contacts through activities, e.g. on Instagram.

Popular website creators

Wix – allows you to create pages using a graphical creator based on drag & drop activities. We create a page based on templates that we can use to use the editor to suit our needs. The creator allows you to create a page for free, but editing the page is limited, and our site will display ads. The extension of functionality is possible in one of several subscription plans.

Positioning your site on Wix – the creator allows you to add individual titles and descriptions for each page. Extended optimization is available thanks to the Wix SEO Wiz application, which guides you step by step through the basic activities related to online visibility – including adding Google Search Console code.

Squarespace – just like WIX, allows you to build a site based on a template related to the theme of the page. Here, however, we create and modify elements without dragging them on the side. There are 4 subscription plans available, and the larger the amount, the more possibilities of creating a page.

Positioning on Squarespace – all basic optimization elements are available – you can set titles, descriptions, URLs and even redirects. However, users complain that the positioning modification options are scattered across the platform and finding them is not always easy.

Weebly – as in the case of other popular options, also here the site is built using drag & drop. The creator, however, does not allow full freedom in arranging elements – it imposes the size and arrangement of elements, according to the selected template.

Positioning on Weebly – as with other programs, Weebly allows you to enter seo-essentials – titles, descriptions, and even altos. There are also no problems with adding codes necessary to control the page. The program also automatically generates the sitemap.xml file.

Elementor – WordPress plugin allows you to build a page in the drag & drop system, with the help of which you can create the entire layout of the site. Its definite advantage is the multitude of options that allow you to create an unconventional page. The feature-rich free version allows you to create a fully functional website .. The PRO version allows you to better adapt the design to your needs and work with other WP plugins, e.g. WooCommerce, i.e. tools for online stores.

Positioning on Elementor – creating a page with the help of a creator increases its volume. Elementor, however, prides itself on the speed of his solutions. With the help of other wordpress plugins (Yoast SEO, All-in-One SEO) you can perform quite satisfactory optimization.

What is inbound marketing?

Inbound marketing is a strategy aimed at persuading the customer to contact the company on their own. It was created in opposition to traditional methods of promotion – included in the circle of outbound marketing.

Inbound marketing involves:
– building long-term, valuable relationships with the client – those that will result in not one conversion, but many,
– partner, two-way communication – one in which the company really listens to feedback and reacts to it,
– shaping and strengthening the company’s image and building an emotional bond with customers,
– “leading” the client through the sales process in an advisory form – so as to provide him with the necessary information, but not directly persuade him to buy.

This strategy has been the most popular promotion method in recent years, used by both large brands and smaller companies. The place where it is easiest to implement inbound marketing strategies is the Internet.

Inbound marketing vs outbound marketing: what’s the difference?

Before I go over the specific tools from the “inbound” palette, it is worth explaining in detail the differences between traditional promotional communication methods and inbound marketing.

Messages in outbound marketing:
– have a highly persuasive character,
– they are typical advertisements – they can be easily identified among other content (thus they can be “filtered” by recipients, and thus – ignored),
– they are often overly intrusive, which can evoke negative emotions (although this does not have to be the case, as long as the outbound communication strategy is well planned),
– they are less likely to be precisely targeted, which means that they also reach random recipients, which translates into relatively low efficiency.

It is also worth knowing that outbound advertising can carry high costs per pageview / click, because it has to pass through a fairly dense screen before it reaches the customer who is really interested in the offer. For these reasons, modern marketing focuses precisely on building inbound traffic.

In inbound marketing:
– communication is two-way in nature – it is focused not on one-sided message, but on interaction (thus building partner relations and commitment),
– the goal is to build a relationship, not a one-time sale,
– focuses on counseling, not intrusive persuasion,
– messages are personalized and reach well-targeted recipients – thanks to this, they enjoy a better response.

So you could say that inbound marketing puts the customer in the spotlight and realistically adapts to their needs, not just promising to do it.

What does inbound marketing do?

Reaching for inbound marketing tools is not just a temporary fashion. These activities bring very tangible results – in the long term. By using these tools and, in fact, by changing your approach to the client, you can gain a lot.

– Own database of potential, very promising customers
Not the random ones, of which one or two people out of every 100 people will be interested in your offer. One in which there will be consumers with high conversion potential, and therefore in human terms: more willing to make a purchase. Importantly, the list of potential customers builds itself – those interested will leave the data for you, e.g. by subscribing to the newsletter. This is the beginning of a long road that will ultimately lead to a positive transaction closing in many cases.

– Building commitment
How do you make purchasing decisions? Is it only based on “hard data”? What if you have two products with very similar features and price in front of you? How do you choose then? Then even the most hardened “logicians” will reach for emotions, so they will choose a brand that they simply associate better. One that is not indifferent to them. Being focused on interacting with users and encouraging them to take action on their own is like a foot in the door – the commitment invested builds a bond, and thus increases the chances of the final purchase of the product.

– Financial benefits
Inbound marketing strategies bring long-term benefits – also financial. The costs of generating a lead and then converting are much lower than when using outbound techniques. Reason? Much more precisely targeted communication. Since you reach people who, at least initially, are interested in your offer, the chances that they will decide to buy becomes much higher. Simple! In addition, once set in motion, skilfully selected inbound strategies can function almost like a perpetual motion machine, or at least operate and attract new customers for several years.

– Better meeting customer needs
When you reach for inbound marketing, you focus on how to realistically solve your clients’ problems. And since you give them ready-made proposals tailored to what they really want (and not what you think they want!), You can count on positive interest.

In summary, inbound marketing means lower costs, higher effectiveness in reaching customers and long-term effects. In a word: everything you dreamed of!

How to start using inbound marketing?

You already know what exactly inbound marketing is. However, this is just the beginning of the road. Now you have to plan your strategy in this spirit. What tools to use? How to prepare for it?

First things first: in inbound strategies you give the client a sense of control. You give him your responsibility. You just let it find you. You don’t urge. You show possibilities. Only this and so much.

How to implement inbound marketing strategies?

Inbound is based on three main tasks that the marketer has to face – obviously related to the stages of leading the customer through the sales funnel. You use inbound marketing to:
– attract the recipient’s attention – inform them in advance about your presence on the market and show that you are a partner who can be trusted. At this stage, it’s all about building a brand image,
– engage him in interaction – it does not have to be a purchase of the product right away At the beginning, it is enough for him to like your post, write a comment or subscribe to the newsletter. The time for the “harvest” will come later,
– provide a solution to your problems, so you can enjoy your purchase.

Remember: the above levels of commitment also define the relationship with the customer, who from a complete stranger becomes a “friend” (feeling a hint of sympathy for the brand), a friend, customer, and finally a promoter of your company. And this is exactly what it is about to achieve.

What inbound tools can be used on the Internet?

The range of tools suitable for generating incoming traffic is huge – especially in the Internet space. At each of the stages discussed above, you can apply different solutions and media.

Inbound techniques at the stage of attracting the recipient’s attention

Attracting a customer’s attention – especially in a competitive market – can be the biggest challenge. So how do you get attention by doing it in a non-pushy way? The answer is simple: prepare valuable content for the recipient. For that to be the case, you must define in advance who and for what purpose you will be addressing.

In inbound marketing it will not be necessary to clearly define the purpose of the promotion and the meticulous creation of personas. It’s about identifying exactly who your potential customers are. You have to answer questions about their needs, concerns, worries and … how their day is going. How do they use the Internet? Where can you find them?

Once you know this, getting their attention becomes much easier. You will not be blind, and you will appear where they are also. And what specific tools to use?

Content marketing
Create a company blog and publish valuable content on it – the kind that will allow you to find answers to the questions bothering your customers. They cannot be strictly advertising. The more expert and specific the responses you give your audience, the better your impression will be.

Social media marketing
Start promoting yourself on social media. Not all of them, but those that your customers visit. For example, a clothing manufacturer can “win” little by promoting itself on LinkedIn or Twitter, but already on Facebook or Instagram – much more! Remember that promotion through these channels is about building engagement – and therefore about making your posts receive the greatest possible response from “live” users.

SEO
Positioning is the first step to attracting attention to your offer. The higher your page is in the search results for related phrases, the greater the chance that the interested party will find your page and leave a lead.

Classic ads
preferably in the remarketing model – so that they reach people potentially and initially interested in the solutions offered. Thanks to this, you will gain a greater impact on real results.

How to engage customers?

The second step is building commitment. You can also use the tools above, but the ones below are most suitable for bonding and interacting.

Landing page
So “landing page” – a special, short and specific website, the purpose of which is to obtain a lead, i.e. customer contact details. It must be very interactive and offer the recipient an advantage for leaving an email – it could be, for example, a free e-book.

Newsletter
Sent to people who have left their own leads, it is much more effective than communication with recipients from an external, random base. E-mails will remind recipients of your existence and encourage them to click, read an interesting article, and take advantage of the current promotions that you offer.

Chat-bots
Those that appear directly on your website and, for example, on your Facebook fanpage. Their task is to encourage the client to start a conversation – in a simple and easily accessible form. They can automatically answer frequently asked questions or… redirect you to the seller.

Marketing automation tools
This includes intelligent solutions that contact the customer when he has already taken some action. For example: a customer visited the website looking for vacation offers, but at the last moment changed their mind. The system can send the person a question about why this happened or send a message with similar offers.

How to build a positive relationship and satisfaction with cooperation?

Cooperation with the customer in the inbound model does not end with the purchase. This is just the beginning of the road. Therefore, communication with him also continues after the transaction is completed. At this stage, you can use, among others:
– mailing – sending an e-mail with thanks, a discount code for subsequent purchases or a request to evaluate the course of cooperation evokes positive impressions,
– marketing automation – periodic communication with the customer and sending him new offers.

Of course, there are many more tools that can be used for inbound-style communication, and a specific strategy should be developed taking into account the specifics of the company’s operations.

Youtube Video Builder – what is it?

Youtube Video Builder is a new tool from Youtube, created for companies that want to advertise on this site, but are not able to make their own advertising film. With YouTube Video Builder you can create a video that can then be used for an advertising campaign. This tool allows you to create a movie tailored to your device and for the needs of the selected campaign type in very simple steps.

What is the process of creating a video ad on Youtube Video Builder?

Step 1: Registration
To create a movie in Builder you must first register. The verification process takes about 24-48 hours, and confirmation of account creation is sent to the e-mail address provided earlier. The required email must be a Google email, and therefore connect to our Google account and YouTube channel. Youtube channel has virtually everyone who also has a gmail account. It is worth, however, that the email with which we log into Youtube Video Builder was immediately connected to our company’s channel.

We create a video with a view to its later use in an advertising campaign, so we can add our Google Ads Customer ID account number when registering. However, this is an additional option and if we do not have an account at this stage, or if we do not want to add it yet, our email is enough.

Step 2: Choose the movie layout
By entering Youtube Video Builder, we first select the layout, i.e. the type and format of the video that we want to create. We have over 10 different layouts to choose from:

– a video promoting the application (in vertical and horizontal version),
– a video of the brand (15 or 6 seconds),
– video showing the function of a product or service using phone animation,
– a video showing the product or brand (15 seconds),
– a video informing about the current promotion,
– a video emphasizing the product’s value or benefits of the service,
– and more.

Each layout contains a short description and a demonstration video in the style of which you will be able to create your own promotional video. In addition, with each example we will find information:

– how many photos we will be able to upload,
– how long will the video last,
– what dimensions will it have,
– how many blocks of text we can add (including call to action),
– can we add our logo (in a version with a transparent background and a selected color).

Step 3: We create the video ad layout!
We choose the layout that suits us and move on.

Then we can set two brand colors and upload our two logos.

We move to uploading the photos that we want to use for the campaign. In each case, we have provided the exact dimensions of the photo and the maximum file size for photos (this, in most cases, is 2 MB.)

Tip!
It is worth that the photos or graphics that you intend to use in the video, were designed by a graphic designer who will match the colors and icons that match your company’s image. Your photos should help tell a story that includes the benefits of your product, service or brand. So if we have such an opportunity, it is better not to use so-called stock photos.

If our graphics do not meet the requirements of Video Builder, we will be notified. At our own risk, however, we can try to go further and create a video with the graphics.

Step 4: We choose the font, soundtrack and compose advertising texts
Depending on the movie layout we choose, we can add the appropriate number of texts, including the text that appears on the movie and the final CTA.

Then we have the option to set the font (all suggestions available on Google fonts are available). The inability to upload your own font or own sound and the need to choose one of the proposals available in the database is one of the biggest disadvantages of Builder.

Creating movies is simplified so that every person, even one who has never had anything to do with video creation before, could create an advertisement. This is a big advantage of Youtube Video Builder. However, to create a relatively personalized video, which will be based on the assumptions of the visual identity of the brand, you will need to work a bit and review and adjust the available variants.

Step 5. We have the first video!
Youtube Video Builder automatically creates a video for us in just a few seconds. Of course, after all the slides have been put together, we can edit the movie. By clicking “save” our video is saved on our channel as “unlisted video”. We also get a link redirecting us to the video – already embedded in our channel, which we can enrich with a description, tags and another title.

Step 6. Video advertising on Youtube
The created movie can be left on the channel and made available to our viewers or used in an advertising campaign on Youtube.

The ads displayed on YouTube belong to the Google Ads family. Yes! Google Ads is not only search engine advertising or product cards. It is also a giant advertising network, which consists of over two million websites, films and applications in which YouTube can be displayed as an advertising medium. Google Ads is also a promotion in the Gmail inbox and on the website and in the YouTube application. So your video has great potential to appear not only on Youtube!

Within the advertising campaigns displayed on pages and in the YouTube application, several different types of ads can be distinguished. Each of the available formats has a slightly different way to attract the attention of viewers and can be displayed in a different place on the website. Available types of video ads are: True View In-Stream, True View Discovery and Bumper Ads. In addition to the basic types of ads mentioned above, there are several additional options that advertisers can use.

Tips for video advertising

A. Attract attention – right from the start!
Remember that the first seconds count (statistics say that only three!) And it depends on them whether the user will pay attention to your ad. Regardless of the format and type of the advertisement, users can view the advertisement in full or click the “continue” button. Only in the case of Bumper Ads type ads lasting 6 seconds, the user cannot click “skip”. For TrueView in-stream ads, viewers can choose whether they want to view the ad in its entirety, or after 5 seconds of viewing, they want to skip.

B. Friendly faces you want to watch
If your company creates the concept of an advertising movie, it would be worth including people in it! Why? According to YouTube research, friendly, connected and recognizable people at the beginning of the film can lead to increased viewership. In addition, people’s faces can convey emotions that can be relatively difficult to convey in a simple video created in Youtube Video Builder.

C. Sound also matters!
Although in social media it is often recommended to add subtitles to videos, because of the way they are viewed by users (usually in mute mode), however on YouTube the sound matters (and what!). Viewers expect sound on YouTube, and research shows that sound is associated with stimulating attention and a positive response to the brand. So if you decide to choose a sound from the available base, choose one that will refer to your brand and will be associated with it positively.

D. Add some humor.
Viewers are more likely to watch ads that make them laugh. Youtube research even says that humor is associated with greater brand awareness and recalling ads. Of course, this tactic cannot be used in every case, so use it only if it matches your brand’s language and communication.

E. Remember the ABCD formula
ATTRACT – attract attention from the very beginning of the film,
BRAND – build a brand, show your brand in a natural and meaningful way,
CONNECT – connect with recipients through emotions and telling stories. Invite them to interact, check what they say about your video online and be inspired by their comments!
DIRECT YOUR AUDIENCE – direct viewers to the place where you care (for a specific product or service page, company profile or a specific tab on the website). Use the right call to action.

F. Show product in use!
One of the basic principles of creating product videos is that instead of focusing on the benefits of the product, show how it can help or solve the problems of potential customers.

G. Encourage recipients to interact!
Thanks to the interactive features available on the YouTube platform: info cards, end screens and call-to-action overlays, you can make it easier for your viewers. You can find all additional functions in Youtube Studio.

Builder Youtube Video and other video creators

Most of the available online tools for creating movies or animations are based on a very similar “step by step” scheme in which you can create video yourself. Same with Youtube Video Builder. At the beginning we choose a pattern (so-called template or layout). In the case of paid tools (most offer several days or selected options also for free), we adjust the video according to our preferences. And here, most often, there are differences between the creators! And at this stage we can start comparing the functions they offer.

And the differences are big! Starting from the available templates, the number of which in YouTube Video Builder is relatively small (currently 16 different variants). In popular creator, we can choose from among 30 – 50 templates, which can then be converted to another size (suited e.g. for mobile or desktop, or also to a given advertising space or ad format).

What’s more, Youtube Video Builder allows us to combine several graphics (previously prepared) into an animated video. Unfortunately, we do not have the option of animating the movements, e.g. on graphics, which makes the whole movie look like a slide show.

Speaking of history, its presentation on several slides will certainly be more difficult than through several interconnected animations. Therefore, the videos created in Youtube Video Builder will be rather more raw, advertising. It will be very difficult for us to create an animation that will arouse emotions (unless it is information about large promotions!). For videos promoting products or reminding about promotions or special offers, Youtube Video Builder should be enough.

Summary

Youtube Video Builder is very average compared to other available creators. It is a simple and quick solution for those who want to diversify their advertising activities with video advertising, but do not have excessive requirements for the creation itself. The upside of the tool is definitely that it is completely free, and by creating video we can be sure that it will comply with the standards of video advertising in Google Ads. Nevertheless, if you want to use the created video on a larger scale in an advertisement on Youtube, it is worth investing a small sum and creating the video in another creator. These will allow you to personalize the film more and relate to the emotions of viewers.

When should you position the page yourself?

Website positioning is not an easy task. It requires constant monitoring and analysis of conducted activities, as well as adaptation to changing Google algorithms. The difficulty of this task means that many companies (even those micro) decide to cooperate with SEO agencies. However, there are also some daredevils who want to position their website on their own. This can be tempted when:

– you have a lot of free time – positioning requires not only knowledge but also large resources of free time; this is often a full-time job, so if you want to combine it with acquiring and servicing clients, marketing and accounting, then you have to focus on failure;
– you have a limited SEO budget – the salary of a good SEO specialist may be too high for many companies (especially those entering the market); so if you don’t have the right budget, you can implement the first SEO activities yourself; this will reduce the cost of doing business while not losing visibility in the search engine;
– you are passionate about SEO and want to develop your knowledge and test in practice; in this situation, working on SEO of your own site is a great idea;
– you can afford to use the trial and error method – without extensive knowledge of SEO, and yet wanting to position the site yourself, you need to prepare for mishaps (including financial); often part of the budget is lost on independent positioning; errors can also lead to a decrease in the position of the page in the search engine, a decrease in website traffic, and thus a decrease in sales.

Where to start positioning the page?

Positioning is a complex process. That is why you should do an SEO audit of your site before you join it. Its task is to check which activities are carried out correctly and which ones should be improved or implemented additionally. The SEO audit is also intended to show whether the technical background allows smooth implementation of optimization changes.

It is worth remembering that when auditing the page, pay attention not only to technical issues, but also to the functionality of the site, visual attractiveness and other factors that can reduce the conversion rate. What should definitely be checked during the audit is:

– Website indexing – positioning cannot be discussed if the website will not be displayed in the search engine; the first step is to verify your site’s indexing; this can be done by typing in the search engine: site: domain name.com – all subpages and pages indexed in Google will appear in the results; if your site is not appearing, please send a request to have it crawled by Google Search Console; it is worth returning the indexing request if something has changed on the page;
– Metadata on the page – they determine the content of a given subpage; they are important to both Google robots and users; metadata should be on every page of the site; you should ensure that they are prepared in accordance with the guidelines, i.e. have the appropriate length and content of keywords.
– Headlines in published content – they are of key importance in positioning; headlines H1 and H2 have the greatest weight, but it is recommended to use these H3-H6.
– Page loading speed – this parameter affects not only SEO, but also the convenience of using the website; a page that is loading too long will cause the Internet user to leave it before it opens; the loading speed of the website can be checked using the free Page Speed ​​Insights tool provided by Google; if the loading speed is not satisfactory, then corrective actions, e.g. image compression, will be necessary.
– Adaptation to mobile devices – website responsiveness is one of the basic factors affecting SEO; whether the website is responsive can be checked by performing mobile optimization tests;
– Optimized URL – links to individual subpages should be friendly to Google’s algorithm and users; it must be unique, legible and provide information about what is actually on the site.
– Website structure – it is important that it is legible and intuitive; it should have a simple navigation system; this will help in positioning and avoid high bounce rate.
– SSL certificate – it ensures that all data sent by the website is protected; lack of encryption protocol will mean low security, worse conversions, as well as poor website credibility; certificate ownership can be checked using SSL verification tools.
– Inbound links – high quality inbound links currently count in SEO; they should not be placed on suspicious sites that may be negatively evaluated by Google’s algorithms; the quality of incoming links can be checked through free tools available on the Internet.

What after the audit?

The next step after the audit is to prepare an SEO strategy. It is extremely important when positioning yourself. It will allow you to implement subsequent optimization changes in turn. The SEO strategy should cover the most important issues such as: keyword list, website content, link building. It’s a good idea to check how competitors that find high positions in the search engine, present their content, products, services, competition.

5 tasks that you need to do when positioning on-site

Independent positioning of the site, it is worth starting with the activities carried out on the site, i.e. on-site. Internal positioning is based on several important issues.

Keywords in positioning

The first is keywords. A lot depends on their proper selection. When choosing them, check among others do they really match the website theme, are they useful, what is their competitiveness. The selected keywords should be grouped so that they coincide with subsequent stages of the sales funnel. Thanks to this it will be possible to reach customers at every stage of purchase.

Many people positioning the site independently, choose keywords based on experience in the industry. This is a good solution if you want to create a wide list of phrases. Searching for keywords is good if you pay attention to long-tail phrases, those related to keywords (creating the so-called thematic contexts), informational key phrases (answering the users question), commercial key phrases (containing the brand name).

Content in positioning

The content posted on the site is very important. When preparing those to help in SEO, you should pay attention to both their attractiveness, as well as editing and appearance. The texts published on the website must be interesting, practical, written in a simple and friendly language, and above all unique – Google does not like duplication of content. The whole should be divided into logical paragraphs separated by headings H1-H6 and also have at least 3000 characters including spaces. A good recommendation is also putting on content in the material, without ornaments, not saturated with adjectives and keywords.

Graphics in positioning

The properly used multimedia will also help in positioning the website. Graphics or video are a natural complement to the texts. They visualize the described issue, they can present a product or service. However, for photos / videos to improve SEO, they need to be properly optimized. Most important is the alt attribute read by Google.

Internal linking – a must have for every website

When running a small website with services, internal linking must be carried out. To this end, while building a blog, we construct content to include keywords for which particular services are positioned. Under these keywords on the blog we put internal (intertext) links that direct to services. As a result, Google “raises” internally linked landing page positions.

Readability and intuitiveness of website in positioning

The readability and intuitiveness of the site is UX – user experience. This concept conceals the impressions and feelings of users who reach the site. The more friendly the navigation and layout are, the higher the conversions. If you want to take care of UX, positioning the page yourself, you should take care of: the structure of the website, usability, adaptation to mobile devices, valuable content, voice search. Friendly UX, however, consists of many more factors: appearance, feelings, usability, website goals, content transparency, language used, color used.

2 tasks that you need to perform when off-site positioning

When positioning the website yourself, you cannot neglect external activities. They mainly focus on obtaining links from valuable websites and eliminating those on low-rank websites. Link building, however, is not the only task in off-side positioning.

Link Building in positioning

Link Building is one of the most important positioning pillars. The lack of incoming links is the main reason for the lack of high position in Google. Link Building in positioning is a very broad topic. The most important thing in independent positioning, however, is to place links to valuable websites. These are primarily considered to be those related to some degree to a positioned website, as well as those of high authority. It is also desirable to get dofollow links.

Linking is also important for SEO. There are several possibilities here. A link to positioning the page can be placed by linking the key phrase (exact mach) or its altered version, or a semantic keyword (partial mach). Often, zero macht linking is used, i.e. the key phrase is linked, but the word here is. You can also link the company name or paste the exact URL into the text.

Google My Business

This is a business card that largely translates into improved SEO. You have to create your business card yourself. The entire process of establishing it is 5 steps and includes providing the most important information about the company. The business card is created after data verification by Google. It is worth focusing to provide accurate data on working hours, address, products, type of business, website address. It is also advisable to place photos and opinions, i.e. social evidence.

Summary

Independent positioning of the website is a time-consuming process, difficult for many people, but possible. Using the check list above, you will perform the most important actions that will allow your website or online store to achieve a high position in Google. It is worth remembering, however, to look at each of these steps thoroughly and deepen knowledge in the field of individual elements affecting positioning. It should be realized that there is no universal recipe for website positioning. Different activities work in every situation. This is why, in many cases, achieving high positions in search engines is the result of a combination of creative approach, knowledge of the industry and experience in SEO.