What is FTP?

FTP is a network protocol that is used to transfer files over the Internet between a computer and a server. This is one of the most popular and oldest methods of data transfer. Its origins date back to 1971. The creators of the protocol had the task of developing a solution that would allow sending, receiving and editing files in another system.

Currently, FTP is considered one of the foundations of the Internet. Website administrators and server owners know it well. The protocol is mainly used for the transfer and editing of website files. This means that there wouldn’t be many sites without it. It is not as well known as HTTP, but most of us have had contact with it, e.g. when downloading various applications.

It should be remembered that it is thanks to the FTP protocol that information flow, i.e. downloading and sharing, has become possible. Initially, its service was based on issuing commands in the console. However, it now looks a lot like using Windows Explorer. As already mentioned, FTP stands for File Transfer Protocol, so in translation it will be a data transfer protocol. Although it is usually used to edit website files, you can also use it for other purposes, such as:

– private data sharing – one user sends certain files to the FTP server and then shares them with another person. This is done in a similar way as in the case of the Internet cloud,
– website management – via the FTP protocol, you can transfer files from your computer directly to the server on which the website is located.

In addition, there are people who use FTP as an introduction to learning. Thanks to it, you can get acquainted with the operation and handling of protocols, of which there are many, such as POP3, IMAP or SMTP.

How does FTP work?

It’s important to know not only what FTP is, but also how it works. To establish a connection, the user must be on one side and the server on the other. It is necessary to have certain permissions and credentials for file transfer to be possible. There are two modes of FTP connection:

– Passive – the FTP server opens the port and the user connects to it. The latter establishes the command channel (which is used to send commands and replies) as well as the data channel for transferring files.
– Active – the user is responsible for opening the port, and the server connects to it. The latter is responsible for setting the data channel, the user establishes the command channel.

Passive connection mode is usually set as the default in FTP programs. This is due to greater security. Often, using active mode is not possible due to the firewall operation in computers that block external connection. To establish communication with the server, the user must enter login credentials and open the command and data channel. Then it can move on to file transfer and reading.

FTP – how to connect and use it?

To connect to the FTP server, you need to enter some data. This:

– User Name,
– password,
– server address (often expressed as the website address),
– port number for connection (optional, when it is not given by default).

This data may differ as it depends on how, for what purpose and what exactly you want to access. In order to receive all the necessary data, it is best to contact the website administrator and ask for it. Another solution is to create a new FTP account, which can be done in a few simple steps. All you need to do is log in to the administrative panel of the server where the files are located and go to the FTP tab. The menu should include an FTP account or a similarly named tab, with the option to create a new account with read + write permissions. It is also possible to edit the password for an existing account.

There are many ways to establish an FTP connection, but the most common one is one of the following applications (referred to as FTP clients):
– FileZilla,
– Total Commander,
– Commander One,
– CuteFTP,
– Cyberduck.

Logging in to the program opens up all possibilities. FTP support is similar to managing files and folders in Windows, so it’s not a hassle. The user has access to options such as deleting, moving, modifying and uploading data to the server. Sometimes the main problem is finding a specific file location. This happens when there is a lot of different data on the server. If you use FTP to manage your site, it’s a good idea to back up all your content and move it to another location, for example to the cloud. This way you can avoid possible errors or unexpected crashes and file loss.

Is FTP safe?

By design, the FTP service is not secure. This is due to the fact that when it arose, the issue of cybersecurity was not as high-priority and widespread. FTP transfers are not encrypted, potentially giving hackers a chance to detect and intercept them. Most servers today do not support basic FTP. Instead, FTPS or SFTP is offered in the app.

The FTPS protocol works like regular FTP. The difference is that the sent packets are encrypted. Thus, it becomes difficult or even impossible to suspect data sent in packets. In turn, the operation of SFTP can be compared to an SSH connection to the server. Here, for authorization, public keys can be used instead of passwords. It is worth remembering that there is also a difference in the port used between the protocols mentioned. In the case of FTP it is port 21, FTPS port 21 or 990, and SFTP port 22 (although sometimes administrators also use different ones and change them to ensure greater security).

When using open-source programs, you may encounter the option of logging in and downloading files via FTP thanks to an anonymous connection. However, it is important to bear in mind that you are not entirely anonymous. Even if it is not necessary to provide data before connecting, in theory, an administrator can see who is downloading the files. It almost certainly saves user sessions, so it sees certain information, including IP addresses.

FTP – why should you use it?

FTP is a protocol that was created several decades ago, so it is already well known. It is still considered a good method of data transfer, even though online clouds and drives are more modern and offer access to many interesting features. Using this type of service is not troublesome, especially with popular applications. It should also be mentioned that the FTP protocol gives you access to several useful options. It is appreciated primarily for the ability to transfer many different files at the same time, although it is not its only advantage. It also allows you to schedule transfers, and even resume sending data when the connection is unexpectedly broken.

The important thing is that you can freely transfer files in larger sizes via FTP. It doesn’t take long and doesn’t put a strain on your computer. Often, sending an entire folder with photos or other data via e-mail or even a virtual cloud is sometimes difficult, sometimes even impossible. The FTP protocol allows you to solve the problem with the transfer.

Who is FTP a good choice for?

How useful is FTP and a server to handle files, you can see, among others when creating web pages. Thanks to this protocol, the transfer of many data is quick and without problems, which also affects the pace of work on the website. People from the SEO industry also use it. Access to the FTP server is needed to carry out all the assigned tasks and at the same time ensure the security of the website, i.e. make a backup. Then it is possible to make changes in the scope of optimization without any risk. The source files of the site can be managed from the level of the FTP server, they can also be edited. Other available options include:

– photo compression,
– URL redirection configuration,
– modifying .htaccess or robots.txt files,
– scanning for malware.

The use of FTP is also recommended for people who want or need to become familiar with how protocols work. It is the basis, after learning which you can move to more complicated versions and deepen your knowledge. In addition, the protocol will be appreciated by anyone who wants to be able to share files with other users, but does not want to do so through other available services.

It is worth noting that the programs used to establish FTP connections are mostly free. Some of them have such a simple interface that they can be successfully used by people who have not had contact with the described protocol so far (for example, Total Commander stands out). There are also special applications for more advanced users, which support FTPS and SFTP protocols and allow you to connect to multiple sources at the same time (their number can even exceed 100). This means that everyone will find the right FTP program for themselves, tailored to their individual needs and level of knowledge about the operation of the protocol.

FTP is most often used to manage and modify websites. However, it is worth bearing in mind that you can also use it to share files with other users, i.e. as an alternative to other data storage and transfer services. To establish communication between the FTP server and the user, an FTP client, which is special software, is needed. By comparing the available applications in terms of functionality, you can easily find the right one for a hassle-free FTP experience.

In a moment you will learn how to build a personal brand and what are the advantages of this approach to your image. But let’s start with the basics. What is a personal brand associated with and what does it depend on?

Personal brand – what is it?

We can briefly say that a personal brand is the way other people perceive you, perhaps working in the same sector or in the same field. The image of an expert is the most frequently chosen image pursued by people working on a personal brand. If you are active in marketing, this image is very beneficial. We’ll tell you a little more why this is so in a moment.

A personal brand consists of everything that is related to your work and knowledge. Some items worth mentioning are:
– experience;
– education;
– profiles in social media (mainly LinkedIn);
– people you know and work with;
– the publications you create (blog, articles, social media entries);
– events in which you are participating;
– projects that you carry out.

Of course, there may be more such elements, but these are basic. As you can see, building a personal brand is actually a lifelong process. A personal brand is created over time and is constantly evolving. Donald Trump is a good example. Previously, he was seen as an ambitious entrepreneur operating in the hotel sector. Today, the vast majority of people know him as the controversial president of the United States.

It may be the same with you! Even if you started out in finance, it doesn’t mean that you won’t be able to develop in marketing. Many people built a personal brand in their forties or even later. It all really depends on what you are aiming for.

Personal brand: why build a personal brand?

Short answer: to help you achieve your goals. Let us consider for a moment what the image of an expert gives you? Let’s say people see you as an SEO guru. You have earned this position with your hard work – for several years you have been publishing regularly both on your blog and on social media. You give interviews and statements to the media and industry reports. You are a speaker at marketing events. How can you “cash” this output?

Most often, you are faced with three options:

A. You can start your own business that will operate in the area you specialize in. Because people associate you, there is a good chance that you will quickly obtain lucrative contracts and you will not run out of orders for many years ahead. This option was chosen by, for example, Neil Patel. He is currently creating an agency that helps clients grow on the Internet. When you enter his website, you will see that practically everything is branded with his image – from services to blog entries.

B. You can become a recognizable freelancer and provide your services to the largest companies or conduct training. If “managing” a large company is not your dream, you can still work independently and on your own account. A good example here is Kurt Thomas, who runs a blog and website under her brand name. Kurt specializes in WordPress and has built a strong brand and recognition in this market. And all this without the “back office” of a large agency!

C. You can continue to blog and earn money on it. The mere fact of blogging, as long as it is regular and high-quality work, opens the way to many business opportunities. Probably the best example here will be Mark Lee from the blog How to Save Money. Thanks to his blog, Mark has gathered a huge community with over 156,000 fans on Facebook alone. He also published two books on which he earned huge money. It proves that a good blog idea combined with persistence can be a good source of income.

Are any of these options better? No, everything really depends on your expectations and preferences. A personal brand should be built so that you are satisfied with it.

Personal brand: advantages

People who enjoy a solid personal brand take part in interesting and well-paid projects. During the negotiations, they dictate the terms. Both large companies and advertisers want to cooperate with them. This means that – sooner or later – you will not need a permanent full-time job to support yourself. New development opportunities will open up for you, and how you use them depends only on you.

Certainly, an important advantage of a strong personal brand is that you do not have to convince anyone to cooperate with you. Your image has done it for you before. So if you are competing for an important client or looking for partners for a new project, you can expect others to be eager to work with you. Remember that a strong personal brand translates into trust that is key in business. People trust you because you know what you are doing and get good results. And it is crucial in building a personal brand.

Personal branding: the goal

As we have already mentioned, the goals of personal branding depend only on you. You can set yourself the goal of creating a thriving company or agency that will give you a decent income. You can strive to become an influencer or a person who makes money by training others. You may even want to have your program on TV or publish a book – today the possibilities are virtually endless. It all depends on how successful you will be in your endeavors.

Personal branding

Personal branding is, in short, a process to help you build and maintain the right personal brand. You can do it in person or use external support from a branding agency or personal branding consultant. Regardless of which path you choose, you need to be aware that building a personal brand is a long process (years, not months) and does not have to be successful. Why?

First of all, due to the huge competition and the multitude of communication channels. Regardless of what field you want to cover, there are surely dozens of other people who are doing exactly the same as you.

Does that mean it’s not worth trying? No way! However, if you want to be successful, you must first of all have a well-thought-out strategy, implement it successively and be patient and persistent. Let’s talk more about the strategy itself.

Personal branding strategy, or how to start building a personal brand?

First, start with a solid analysis of yourself. Ask yourself a series of questions:
– What do I do / what do I want to do?
– Why is my job / knowledge useful?
– Do I know how to interest others with it?
– Do I have evidence of the effectiveness of my solutions?
– How do I want to promote myself and communicate with others?

Do I have the time and resources to build a personal brand instead of doing something that will bring a profit right away (or: do I have the strength to build a personal brand after hours?).

These are just a few questions that will give you a good starting point. Consider point five in particular. You have blogs, podcasts, newsletters, social media entries, YouTube recordings, webinars at your disposal – choose the channels where you feel good. And not all at once.

The next step is to identify the places of action and build the so-called plan content. Especially at the beginning, it is worth feeding the blog / channel with entries so that it does not look “poor” when someone views it. Plan your first 10-15 publications and start creating and uploading them to your channel. Only when something starts to happen on the channel, you can think about the next step, i.e. promotion.

That’s right, today it will be extremely difficult to build a personal brand without any advertising. You will just get lost in the crowd, even if you have something important to say. Performance marketing works the fastest, i.e. actions focused on a specific result (clicks, views, newsletter subscriptions, etc.).

The next step is to show yourself in the industry. You can try to publish guest posts on other blogs and websites, attend events and meetings, and even participate in forums and groups on Facebook. The point is for as many people as possible to associate you and value your contribution.

Finally, let’s say about one more element that is extremely important when it comes to building a personal brand.

The key to success: unique, interesting knowledge and an equally attractive way of communicating it

We have to say it openly – you will not succeed without it. If your posts are simply a conglomerate of what you find online, don’t count on success. People are looking for effective solutions and unique knowledge supported by experience. Therefore, it is best to first gather a lot of knowledge and experience yourself, and only then pass it on to others. Copy-paste here won’t work.

What about the way of imparting knowledge? This is something that must come naturally to you. If you are embarrassed by the performances in front of the camera – give it up. People will quickly sense that you are not at ease. Choose a channel that will help you spread your wings. And constantly work on your workshop. Wonder if what you write about is interesting and well written? Will the reader get any real benefit from reading the post or watching this video? If not, be sure to correct it before posting such material.

Running and optimizing a campaign is the bread and butter of an online entrepreneur. He can keep his finger on the pulse of digital marketing in person or through a proven agency. There is still a tempting option, i.e. the Google Ads Automated service provided by Paraphrase Online!

Google Ads Automated – what is it?

This is our way of offering our clients more and more for less and less. Google Ads Automated is a clever combination HUMAN + MACHINE that we have been using since the beginning of Paraphrase Online.

The principle of operation is based on building the account architecture by our specialist. He prepares the ad account and campaigns, selects the appropriate keywords, writes content, sets the ad schedule and sets initial click rates. He also sets up a Google Analytics or Google Merchant Center account, and after a month, the care of the campaign is transferred to the customer, who can log in to the panel at any time and check its effects. Monitoring will not be time-consuming – everything works according to a specific strategy!

Fun fact… Originally, customers using Google Ads Automated in Paraphrase Online did not receive access to the management panel, and all changes had to be made by our specialist. Thanks to the optimal use of algorithms and automation, it was possible to “put power” into the hands of customers. It is worth remembering that in Paraphrase Online we offer the option of purchasing additional specialist support when the campaign requires extension or consultation.

The biggest pluses of Google Ads Automated are:
– Time savings – campaigns are created by specialists, algorithms work alone, and the client only monitors the effects and takes occasional optimization measures.
– Cost reduction – the possibility of adjusting the package to the actual needs and optimal use of the campaign budget.
– Maximization of the effects of actions taken – thanks to the use of proven algorithms and building a campaign by professionals; according to the best standards and current trends.
– Possibility to use the help of experts working in the Google environment for an additional fee.
– Access to an easy-to-use panel – 24/7!

POCM helps in improving the results of campaigns conducted in Google Ads.

It is an intuitive and easy-to-use tool, based on statistical models and self-learning algorithms that collect and process campaign data 24/7. Thanks to this, they can automatically refine them to increase the probability of achieving the previously set goal.

It is worth mentioning that we also use other algorithms (Google) and platforms (including Skai – formerly Kenshoo) that are based on similar solutions.

The configuration introduced by a Paraphrase Online specialist, with the simultaneous use of algorithms, allows you to optimize the campaign and make the best use of the budget.

On the start page of the panel you will find a summary of the account and the most important data about the campaign:
– views,
– clicks,
– average CTR,
– average CPC,
– number and cost of conversion,
– budget.

Thanks to this, we receive information on the effects of actions taken in LIVE mode. We can modify them in any way – add new campaigns, ad groups and ads within the search network campaigns, keywords and exclusions. By yourself or with the help of a Paraphrase Online specialist.

In the account preview, we will additionally check the campaign results on individual devices, the expenditure forecast, performance for each type or TOP10 by cost.

Weekly report shows basic account information on a weekly basis, as well as the number of clicks and impressions per day. The monthly report allows you to compare the last two months of activities, traffic, sales at specific times of the day, annual account performance as well as TOP10 and TOP15 (campaigns, ads, keywords).

We will quickly compile statistics and data in the form of legible reports that we can send by e-mail.

Google Ads Automated – who is it for?

We’ve piqued your interest, but you still don’t know if this solution is for you? So let’s explain who we are addressing Google Ads Automated to.

Are you a small or medium-sized company with a fixed offer? Want to focus on your text ads on the Search Network? If the two answers are yes, then Google Ads Automated is for you!

This is a great option for simple local and national campaigns, which are to attract traffic to the website by specific phrases and do not require frequent changes to maintain satisfactory visibility on the web.

Good to know… We tested Google Ads Automated on over 300 accounts and 1000 campaigns. It really works!

If your priority is to keep costs down and monitor your campaigns yourself, you can opt for Google Ads Automated. You then pay a fixed monthly amount for the initial setup of the campaign and pairing it with the correct algorithms, and then for the opportunity to take advantage of the benefits of machine learning. You can use the help of the Google Ads support department, but for smaller projects it is limited to email contact. However, we know that for some people it is very important to keep in touch with the guardian and to support him or her on a daily basis. If you want our specialist to optimize campaigns and change strategies, you can always choose Paraphrase Online Google Ads Managed.

Once the website is ranked high, there’s nothing else you need to do

The main goal of SEO (Search Engine Optimization) is to improve your website’s position in search results. The implementation of a multi-stage process makes the website more and more visible, and this generates more traffic. It is often heard that after achieving the expected result, i.e. a great position, there is no need to carry out further work on the website. This is the first and one of the most basic SEO myths. Customers who believe in it often repeat it when they resign from working with the agency. They think their sites will stay on top of Google all the time, which ends up being a disappointment.

A website that achieved a good search engine ranking for a given phrase did so at the expense of another website. If work on it is suddenly discontinued, the situation can quickly reverse. In addition, you should be aware that Google’s algorithms may change and the actions taken so far will cease to be effective. All this will lead to a loss of high position, which makes the website less visible to users. SEO is a continuous service that should not be interrupted after seeing the first results. The strategy adopted at the beginning must be gradually modified and improved, in this case you cannot rest on your laurels.

In the SEO industry, you need to keep a close eye on your website, as well as your competitive activities and activities. What initially provided great results will not always be a good solution for a website in the long run, if only due to the aforementioned algorithm changes. Sometimes it even happens that certain activities at some point become even harmful and the party loses more positions. Lack of actions, as well as ill-considered actions, is a common reason for drops in visibility on Google.

Good quality content is enough to get results

It is true that content plays an extremely important role, but you should not focus only on it. In order for the website to be clearly visible in the search engine, you also need to take care of other issues, such as:
– User Experience,
– loading speed,
– compatibility with various devices, especially mobile ones,
– link building.

Of course, this does not change the fact that carefully prepared website content is an important ranking factor. However, the content will not defend itself if the website takes a long time to load and it is difficult for users to navigate through it.

There are other SEO myths about content as well. It is believed that duplicate content always loses a good position on Google. While creating unique texts is advisable, your site does not have to be penalized drastically for having duplicate content. It can be said that this myth about duplicate content is not a lie, but a half-truth. The site with copied texts, without the authors and sources provided, is ranked lower or completely rejected by Google robots. However, this does not happen when it is content with assigned source and author, placed with the consent of the relevant people. From an SEO perspective, no text is perfect, each of them can be improved in some way. This is what makes content have great potential.

The best place is 1-3

Many website owners dream of being placed in the so-called TOP3 Google. They believe that this will significantly increase traffic and make a high conversion rate achievable. This is not entirely true. A high position on Google looks good, especially in reports, but it doesn’t always guarantee success. A company will not increase its profits thanks to a properly positioned website, if such a result was obtained on the basis of less popular phrases, with very few searches. Therefore, it is necessary to take into account how often they are typed by users.

If the website managed to get into TOP3, but for a long time it does not ensure a significant increase in the number of visits, it is likely that the keywords were wrongly selected for SEO. In such a situation, it is worth analyzing this issue carefully. Additionally, you may find it helpful to better optimize your meta tags to encourage visitors to your site.

Sometimes SEO agencies offer potential clients the possibility of positioning their pages in TOP3 or TOP10. The goal of SEO is to get the most favorable position in the search results, but it does not equate to the top of the search list. In addition, sometimes it is simply impossible to hit the top three. For many sites, just moving a few positions up, but relatively far from TOP3, brings noticeable gains. Therefore, it is not worth focusing on positions 1-3, the more so as the lack of systematic work on SEO will quickly deprive the site of this success.

SEO relies on illegal activities

Some SEO myths are not only false but also harmful. An example is stating that all actions that improve the ranking of a website are illegal. It is true that some actions taken as part of SEO are not ethical, but are they immediately illegal? Due to the fact that the regulations in force in our country are not very precise, it is often difficult to finally settle this issue.

Unethical techniques are known as Black Hat SEO. Their use is associated with the risk of receiving penalties, which result in a decrease in the position and reduced visibility of the site in the search engine. These actions are not always used on purpose, sometimes they are used unconsciously. That is why it is worth knowing what is included in Black Hat SEO. What you should avoid are:

– Cloaking – in other words, masking content, i.e. creating it in two versions. One is for users and the other is for search engine robots.
– Keyword stuffing – keyword stuffing. It consists in placing phrases in an unnatural way and in excess just to better position your website.
– Spam that allows you to get links – if you want to get links for your website, you should do it in a well-thought-out manner. It is inadvisable to spam on forums, use the Link Exchange System or set up link farms.
– Doorway pages – the use of doorway pages, i.e. creating several subpages within one website in order to redirect them to another part of the website (having a more important nature). Doorway pages also include the use of different domains to redirect them to one selected location.
– Hidden 301 redirects – redirect users to completely different pages than those related to their queries. Spam is often encountered under such redirections.
– Abuse of structured data – tags otherwise placed on the page, which are used to describe the content in a way that search engine robots can understand. It is unethical, inter alia, providing false information and marking content hidden for users.

The issue of illegality can also be examined in a different way, e.g. from the perspective of lawyers who want to stand out from the competition. A notary, lawyer or legal advisor may not advertise his services in a direct way. However, there is nothing to prevent him from using a carefully crafted SEO strategy and positioning his website well. In this way, it can be easier to find for potential customers without the risk of violating applicable regulations.

SEO produces great results almost immediately

Such a statement can also be said to be a half-truth. Sometimes it happens that the implementation of SEO activities brings quick results, but usually you need to be patient to achieve the intended goal. In this area, success cannot be guaranteed right away, nor can it be precisely determined when it can be expected. The industry in which the website owning company operates is of great importance, as well as several other factors. This includes actions and changing Google algorithms or the strategy and progress of the competition.

Anyone who decides to work with an SEO agency should remember that trust is the key. It happens that the website analysis itself, i.e. conducting an SEO audit and other necessary activities, takes several dozen hours. In a situation where the website has been made carelessly and contains many errors, improving its visibility in the search engine becomes a complicated and very time-consuming process. In order to achieve the intended results thanks to SEO, it is necessary to develop a strategy in detail and implement it gradually. It is true that the first positive changes and progress often appear just a few weeks after starting work, but they are usually not impressive. You have to wait longer for more spectacular results.

SEO is a long-term investment worth making. Although the position and popularity of the site initially did not change significantly, after a few months the effects can be surprising. When working with a professional and experienced agency, you do not have to worry that the implemented measures will turn out to be ineffective. It is worth remembering that in the case of SEO, asking specialists for help is the best solution. It is impossible to correct the position of the website on your own, without the appropriate knowledge in various fields and skills.

These are just a few examples of frequently repeated SEO myths. The issue under discussion is quite complex and perhaps this is the reason why so many false beliefs appear about it. In order to obtain professional advice in this regard or to dispel your doubts, it is best to contact the experts who deal with SEO on a daily basis.

This is due to the fact that consumer habits have changed significantly in recent years. If you cannot keep up with the growth of digital competences of your target group, a problem will arise. Your customers – both a large proportion of the current ones and a large number of potential new ones – are already online. If you do not wait for them there, when the moment comes when they will start looking for services or products offered by your company, they will turn to the better digitally exposed competition.

Internet marketing, especially if your company has not carried out such activities before (or has conducted them to a minimal extent), is an activity that requires a large dose of knowledge at the very beginning. Moreover, to say that later the necessity to broaden marketing horizons grows exponentially would be a delicate hyperbole at best. It is also worth remembering that while some of the elements that make up the digital image of a brand can be done for free or with a low effort and budget, costs will increase as they develop.

How to start internet marketing? Which tools to use? Which are essential at the beginning and which can be postponed when the brand grows digitally?

SEO

Virtually every brand should have its own website. Thanks to this, you can provide customers with basic information about your services / products and, above all, let them find you. A well-made website will allow you to make the right first impression and provide the necessary contact details. The website should be readable, aesthetic, fast and adapted to User Experience standards (more about UX later in the text).

However, in order for the website to be properly visible, it is important to properly approach its positioning. When a user enters a phrase that interests him / her, it returns a list of several dozen or several hundred thousand results in a specific order. It is not accidental, and the constantly evolving Google algorithm is responsible for it. However, you can live in harmony with it and use good SEO (Search Engine Optimization) practices from the very beginning.

The SEO of websites and online stores can be divided into two categories. The first is changes that we can make on the website itself – sometimes the whole process is called on-site SEO, i.e. SEO performed directly on the website. They mainly include the creation and optimization of content in such a way that it is “easy to digest” both for the user and for the search engine bot who will regularly visit and analyze the website.

It also means that the content is saturated with keywords for which we want to position the page – they should appear in several places in the text (possibly also in the headings), but you should not overdo them with excessive, unnatural intensity, because this will reduce the readability and quality of the text itself. To gain space for content that does not overwhelm with quantity (no one likes to read a wall of text), you should think about starting a company blog. This will allow not only to increase the amount of content, but also to present the brand as it deserves – i.e. as an expert in a given industry. In addition to substantive articles on a given branch of the market, the blog is a great place to present employees, current achievements and corporate culture – so that customers can also see the “human face” of the company.

On-site SEO also focuses on the technical refinement of the website:
– improving its loading time (the vast majority of users will resign from visiting if the page loading takes more than a few seconds) – this can be achieved, among others, by image compression, code minification, transfer to a faster server, etc .;
– adaptation to display on screens of different resolutions (most of the internet traffic takes place via smartphones, which requires the use of other solutions than in the case of typical desktop versions – users of desktop and laptop computers, however, cannot be forgotten, there are also tablets);
– SSL certificate installation – it ensures encrypted communication between the website visitor and the server and is taken into account by Google bots;
– And many other aspects.

The second, no less important part of SEO is getting links leading to a given website, which is referred to by the term off-site SEO. It is they who signal to the network bot that, according to the social proof of rightness, the website is probably valuable and it is possible to raise its position in the search results. The key, however, is not to “hack” the right number of links from random pages – in SEO, the number must go hand in hand with quality. Tools such as Senuto or Ahrefs help in analyzing the link profile.

At the initial stage, the key information about SEO is the fact that SEO is a long-term process. Achieving satisfactory results is not possible in a week, month, and often even a year – it requires creating a plan and its proper implementation, adapting to the current algorithm updates and continuous training. What’s worse, once the results are achieved, it is easy to lose, for example, due to an ill-considered website update, which, for example, will cause problems with indexing individual subpages.

SEO audit

If you already have a website, it is worth checking carefully how it is doing in the search engine and what can be done to improve its positioning status. We are talking about performing an SEO audit, thanks to which you can check both the elements that can be improved on the site itself (on-site SEO) and the link profile (off-site SEO). On the web you can find many sites – both free and paid – with which you will automatically collect basic information on this topic. At Paraphrase Online com, we also prepared the possibility of conducting such a quick audit. The Google PageSpeed Insights tool, which checks the speed of operation and other basic elements that make up the “performance” of the website, may also be useful.

As a collection of general information, automatic SEO auditors and similar scripts are the first base for further actions. They only take into account the very basic factors influencing the position of the website, so if you think about SEO “seriously”, a professional audit by a specialist will be necessary. Multifaceted analysis allows you to develop a detailed SEO strategy, which in the vast majority of cases (except for extremely niche market sectors) is necessary to bring the website to meaningful results.

Google My Business

When a potential customer enters a company name, a section with details about the specific company often appears on the right next to the search results. Setting up such a business card is free, so you can display the most important data – phone number, address, opening hours or photos of the registered office. Thanks to this, the user has access to basic data without the need to search further, and you can make the right first impression. We write in detail about the GMF in a separate article on our blog.

Social Media

Social media is the modern equivalent of city centers. Depending on the current status of a given portal, they can be bustling (like Instagram or TikTok) or abandoned (like MySpace used to be). There is no doubt, however, that the presence in social media will be useful for most brands – they are perfect platforms for quick contact with the client – not only announcements “I am a given brand”, but also “maybe it’s worth establishing a dialogue?”.

The first question to be answered when considering setting up a brand account on social media is “which website is your target audience on?”. Each website is characterized by a slightly different user profile – due to the skillfully built up position of Facebook over the years, theoretically, you will find all age groups there, but Instagram and TikTok reach younger users better. Each platform has its own code – IG is an image-based platform, TikTok is mainly short videos, Twitter is primarily based on 280-character text messages.

Think about which website your brand fits best. A dynamic brand aimed at teenagers, with skilful profile management, will be great on TikTok, while in the case of care products for seniors, the presence there will probably end up in business terms as a waste of time and resources.

There are many brands in social media. This is a huge overload of information for the user. Due to this accumulation in social media, the company should stand out – not use a clichéd, boring narrative. You have a split second to catch the eye of a potential customer – don’t waste it on overproducing clichés.

It is worth knowing that the era of organic reach (that is, achieved without the support of paid ads) is gone forever. Your fanpage on Facebook will not be displayed to all users who once clicked “I like it” and they hope that it will allow them to update about new posts. Social networks are increasingly monetizing their activities and focus on presenting paid ads. For this reason, bearing in mind your presence in social media, it is worth allocating part of the budget, for example Facebook Ads – it is a waste of time for content creators to see the posts by a dozen or several dozen people.

Google Ads is a powerful advertising system that allows you to reach millions of potential customers.

The Google Ads ecosystem allows, among other things, to show ads:
– In search results – above and below organic results. This placement guarantees adequate exposure of the advertisement and is usually associated with clicks. An advertisement placed especially at the very top of SERPs, although marked appropriately, is sometimes confused with a traditionally positioned page.
– On YouTube – the largest video content portal in the world is also an excellent advertising platform. You can place ads before, during and after your videos (in the form of videos), as well as text overlays, product overlays. The system also allows the use of several other formats (e.g. at the top of the column with suggestions for other movies to watch).
– On millions of portals associated with the Google Display Network partner network. Thanks to this, you can display ads on many lifestyle, news or journalistic websites – the network brings together both small blogs run by hobbyists and the largest wide-range horizontal portals in the world. Furthermore, your ads may be shown to specific users – those who, for example, have previously visited your website or expressed interest in similar products. This is a great way to remind customers about yourself.
– In Discovery Ads – a graphic and video format based not on the sent ready materials, but on a set of elements that, based on self-learning algorithms, the system dynamically mixes, thanks to which it selects a creation that will generate the best results in a given place and under given conditions. Discovery Ads appear on Discover tabs, Gmail (“Offers” and “Communities” tabs) and YouTube (“Watch Later” panel and the platform’s home page).
– In Google Shopping – In the “shopping” tab of the search results page, there is a product price comparison platform. In addition, you can also advertise specific articles there over the “normal” results. What’s more, product ads can also appear in traditional SERPs – when a user enters a phrase in Google that suggests a product (for example, a drone or a thermal mug), Google Ads may display an ad for your product with an image, name, price and, of course, a link to the store’s website.
– And this is only a part of the possibilities of Google Ads!

What else is worth knowing about Google Ads? Out of reach, the system is distinguished by enormous targeting possibilities. Unlike, for example, a TV advertisement, we have the option of precisely specifying to whom the message is to be displayed, which prevents the budget from being wasted. The platform also enables dynamic adjustment of the target group based on the collected data, thanks to which it can rotate ads in real time to people who, according to the system, have the best prognosis for conversion. Supportive solutions such as POCM are also available, which adapt the data 24/7 thanks to self-learning algorithms.

Related to this is the fact that in order to take full advantage of Google Ads, the system must have “what” to collect data on, which is why it is a solution that requires a financial contribution.

How to start internet marketing?

The channels presented above are a good start for a brand that wants to start online marketing in its company. Of course, this is only the tip – digital marketing offers basically endless possibilities. The key is to choose the right channels – so that communication is consistent and results grow.

What is organizational culture? Definition

Organizational culture is believed to be an integral part of the workplace and plays a key role in it. There are many definitions of this concept. According to economists, it is “the appropriate organizational climate and management method, a system of incentives, qualifications, and interpersonal relations.” According to E. Schein, the culture of an organization can be called a pattern of basic assumptions discovered, invented or developed by a group during its confrontation with its internal problems or with the problems of the environment. There are many other definitions, but they have common points from which it can be concluded that the organizational culture expresses patterns of behavior, norms and values relevant to the company. It has various functions:

– enables the integration of employees,
– determines the manner and time of criticizing people in power, and the decisions they make,
– allows you to understand the strategy and assumptions of the company, as well as to identify its basic goal,
– increases employee involvement,
– defines the boundaries of the group, and additionally the criteria for accepting and rejecting it,
– allows you to avoid aggressive actions and negative emotions, and soothes conflicts.

Organizational culture is based on various disciplines, such as organizational sociology, social psychology and anthropology. It makes it possible to distinguish a given company from others on the market, and also attracts people with similar values.

Components of organizational culture

The aforementioned E. Schein distinguished three elements of organizational culture, that is: artifacts, norms and values, as well as basic assumptions. They should be compatible with each other. Artifacts are conscious, visible, but also artificial cultural creations that require interpretation. They are divided into several types:

– linguistic – this group includes both the language, history and legends of the company,
– behavioral – ceremonies, employee behavior, rituals,
– physical – items characteristic for the company, dress code, technology.

Norms and values are an element more durable than artifacts, but also more difficult to observe. These include:

– a specific image,
– company strategy and goals,
– features desired in employees,
– organizational structure,
– management style.

In turn, the basic assumptions are considered to be the foundation of any organizational culture. This element is the most durable of all three, and at the same time the most difficult to notice. It mainly includes:

– the nature of man and the environment,
– the company itself,
– the company’s relations with the environment,
– interpersonal relations.

Types of organizational cultures

There are different lists presenting the types of organizational culture. One of the most popular models is the one developed by K. Cameron and R. Quinn in 2006. It is considered universal, according to him, there are four types of organizational cultures:

– Klan – otherwise family culture, typical of local, small businesses. They all share similar personality traits, share the same values, and maintain friendly relationships. Great emphasis is placed here on employee involvement and team building, but also on tradition and loyalty. In the culture of the clan, an important role is also played by freedom of action and a partner-like attitude towards clients.
– Market – popular in particular in very large sales companies. It puts emphasis on getting tasks done and improving results. There is a lot of competition between employees and leaders. Hostile attitude towards competition, sometimes also towards the customers themselves, is a common phenomenon in market culture.
– Hierarchy – the opposite of the clan culture, there are many professional levels and well-defined structures and rules here. The leader ensures that the employees are correctly following the procedures. It is a bureaucratic and formalized culture, characteristic of international corporations. Problems and situations that arise are usually solved at a given level.
– Adhocracy – it is characterized by innovation and creativity. The exercise of power is exercised by people who have the greatest knowledge in a given field. The culture of adhocracy is dynamic, focused on constant development and adaptation to the changing reality. Employees are encouraged to new ideas and experiment.

Another division can be found in many studies on this subject. It distinguishes three cultures:

– Normative – the company’s employees fully agree with its goals. They are committed and fully devoted to their tasks, and they often treat the workplace as a second home.
– Coercion – the opposite of normative culture. People work in a given company for financial reasons. It is true that they follow the applicable rules and values, but do not identify with them. This makes the level of employee involvement low, they have no hesitation to leave the company when the opportunity arises.
– Utilitarian – one could say that it is situated between the culture of coercion and the normative one. Employees are involved in their duties for financial reasons, but wages are not their main motivation. There is therefore a certain bond between them and the company.

The organizational culture begins to take shape at the moment of establishing the company. It is very often influenced by the personality and approach of the business founders. It is worth remembering that each enterprise is influenced by various internal and external factors. Organizational culture may change accordingly. Of great importance is, among others the age of the employees and their character traits. Usually, younger people are more risk-prone and open to changes, thanks to which the company becomes more dynamic. On the other hand, older employees attach importance mainly to the sense of security and tradition. The industry, competition in the market or even the value system of the society are also important for the organizational culture.

Why is organizational culture important and how to create it?

The culture of the organization greatly influences the way the company operates. It determines not only the types of relations between employees, but also determines the way in which it is perceived by customers. Not every person using the offer of a selected company knows its system of values. However, it can be easily seen when employees are involved, conscientiously fulfill their duties and, above all, care about the right approach to customers. It is thanks to the organizational culture that everyone can experience the values and the code of ethics adopted by a given company. Thanks to it, the company also gains a chance to stand out from the competition. It is not uncommon that the elements of the organizational culture have a decisive impact on customers’ purchasing decisions, so everything should be carefully prepared.

More and more often it is said that organizational culture plays an equally important role as a good operating strategy. Even a very original business idea will not be successful if the right organizational culture is not built. However, many entrepreneurs have doubts about how to do this. You should pay attention to, among others on the selection of people for the team, but not only in terms of knowledge, competences and skills. It is also necessary to take into account whether future employees agree with the values on which the company wants to focus. Other important aspects include:

– consistency (between what is said in the company and what happens later),
– specifically formulated standards and expectations,
– skillful listening to employees, using their creativity and talents,
– establishing clear rules, respectfully,
– encouraging employees to discuss (especially about what works for the company and what doesn’t),
– discussing failures and learning from them for the future.

In the era of a pandemic, supporting employees has become even more important in the context of creating organizational culture. They may feel stressed and insecure about the future, and have problems finding work-life balance. For this reason, it is important to pay attention to their mental health and make them feel safe. This shows employees that regardless of the circumstances, they can count on their company and are an important part of it.

Neglecting the individual elements that make up the organizational culture may affect the fate of the company. There is a risk that it will develop too slowly or not at all, and therefore will not be successful. An underdeveloped organizational culture means that employees are not motivated to work, there are also other problems such as avoiding active action, lack of willingness to improve oneself and the entire business, or a negative image of the company outside. Its construction is a long process, which requires finding the golden mean between too rigid approach and giving too much freedom. It is worth spending a lot of time and taking care of every detail to create or redefine the organizational culture. This will facilitate building your position and gaining an advantage over competitive enterprises, as well as creating space for employees to increase their efficiency.

The examples of how different organizational culture can be. When asking about role models, experts often point to companies such as Google, Danone or Apple. Each of them developed their own scheme of action allowing them to achieve successive successes. Entrepreneurs should be aware that the organizational culture largely determines the way their businesses operate, and the management’s approach has a key influence on its shaping.

The whole idea of performance marketing is very simple – you pay for the result. This way, for example, two giants of the online market – Google and Facebook – are responsible for their marketing services. The most popular billing models are:

CPC: cost per click (ad click fee)
CPM: cost per mille (fee for 1000 ad impressions, e.g. banner)
CPV: cost per vier (fee for viewing, e.g. of a YouTube video)
CPS: cost per sale (sales fee, popular model in e-commerce)

As you can see, these models depend primarily on the medium you are using and the expected result. For example, if you want as many customers as possible to click on your ad in Google Ads, you automatically choose the CPC model, because no other model will work in this case. The situation is slightly different when you want your customers to take a different type of action. This is what the CPA model was created for.

CPA: definition

CPA means cost per action. This is a non-standard billing model as it can include a whole range of different activities that your customers or users take. Activities billed in the CPA model include, for example:

– e-book download,
– subscription to the newsletter,
– filling in the application form,
– making a reservation,
– sending an inquiry or satisfaction survey.

CPA: Marketing

Due to its flexible nature, the CPA model is very popular in marketing. It is particularly eagerly used in the aforementioned performance marketing. It can be used in many cases and is easy to calculate. Speaking of which, how can you calculate the cost of a campaign in the CPA model? Use this simple formula to do this: CPA Cost = Total Campaign Cost / Number of Actions.

So, if you ran a promotional campaign for your new e-book, spent $ 10,000 on it, and 360 downloaded it, the CPA would cost $ 27.78.

It is also worth explaining that the term CPA is understood differently by Google and Facebook. In the case of Google, CPA simply means conversion – that is, reaching your final ad goal. You can read more about it here. What about Facebook? In their Business Help Center, we can read that CPA “allows you to pay only for actions that people take on your ad.” So the way of understanding this method of settlement is very similar.

CPA: Earning

Finally, let’s explain the relationship between the CPA model and your company’s earnings. The only possible answer is indirect. CPA is rarely directly about selling. Of course, this is what you ultimately care about (you hope that after reading your e-book someone will become your client, or that the person who made the reservation will come to the scheduled treatment, etc.), but the model itself is not based on how much you earn. It focuses on what actions your customers will take. Of course, some of them will eventually lead to a sale, but not all of them. Therefore, you should approach the CPA model with a certain amount of caution and do not expect that campaigns settled in this way will directly translate into higher sales in a short time.

If you want to know more about the CPA model and see how it could work in your case – please contact the Paraphrase-Online team. We will help you plan and conduct campaigns that will help you achieve your business and marketing goals.

The term real-time marketing is mainly used to describe the concept where the brand actively tracks social media and the entire network for the possibility of interacting with the audience by talking about current events and popular topics. Brands that have already decided to implement RTM practices refer to this concept as a true performance lever, thanks to which they generate better sales results and increase their publicity. Before we look at the concept from the practical side, let’s take a look at the definition of real-time marketing.

Real-time marketing – what is it?

RTM is a strategy that uses real-time data, on the basis of which marketers create content for the benefit of a given brand. Rather than creating an advance marketing plan and executing it on a schedule, real-time marketing creates a strategy focused on relevant, relevant trends and immediate customer feedback. The use of such a method in communication allows:
– arouse the interest of Internet users,
– gain publicity,
– increase the dissemination of published content,
– establish direct communication with current and potential customers,
– get greater audience engagement.

The essence of real-time marketing is not to create content that will suit the nature of your business, quite the opposite. This strategy relies on the company’s ability to use new and popular non-industry news for its own benefit.

Real-time marketing – How does it work in practice?

RTM can be compared to marketing that takes place every day in physical stores. When you step over the threshold, the seller greets you and tries to understand your needs, then offers you the item that best meets them. The household appliances stores operate in a similar way, offering TV sets at promotional prices during the FIFA World Cup.

In the first case, the seller tries to understand your needs in order to present you a product that will satisfy you immediately and encourage you to buy. In the second, the store uses a very popular event to awaken in you the desire to buy a TV that will make sports emotions unforgettable. Each time the store directly adjusts the current promotions, advertising or the way of communication to real time in order to finalize the sale. Moreover, this strategy tends to build consumer loyalty, because if the seller offers a product that is perfectly suited to his needs, the customer will be satisfied and come back to him. Real-time Marketing works just like that, only on the Internet, where the customer is not physically standing in front of the seller.

How to prepare for real-time marketing?

Implementing real-time marketing doesn’t mean managers have to spend their entire lives staring at phones 24/7 and alerting you every time something happens. RTM requires a much greater degree of organization and appropriate preparation. New processes and work approaches should be designed, tested and implemented. It is not an easy matter. A brand should be ready to implement methods that will allow it to respond to a global trend or the needs expressed by a local customer in just a few minutes.

Before applying real-time marketing, it is also essential to thoroughly study online customer profiles and shopping paths. Companies must follow consumer habits as well as know their sociodemographic, behavioral and geolocation data. Only after arming yourself with such key information, you can start developing an effective RTM strategy.

Planning of RTM

The real-time marketing strategy is based on news. It is therefore important to be up to date with the latest news, information or trends. First of all, it is worth establishing a yearly publication schedule, taking into account holidays or other celebrations. This can be extremely helpful. Of course, it is impossible to predict in advance what will happen throughout the year, so the RTM campaign plan should be as flexible as possible.

If your company decides to implement real-time marketing, it is important to regularly research the most popular hashtags or topics covered on the Internet. In addition, you also need to be prepared to engage with audiences who are likely to react to your content. When sharing an article on a topic, you need to be ready for questions from consumers about the material you have published. Only a quick answer will allow you to build trust between the brand and its recipients and will use the potential of RTM.

Time is money, i.e. the faster you react, the more you gain

RTM requires you to distribute your content at the perfect time. Publishing too late exposes you to the fact that no one will pay attention to your post or article anymore. Real-time marketing needs to be immediate in order to impress audiences by causing laughter, comments, reactions, and responses, both pleasant and less affectionate. However, it’s worth remembering that publishing too early can cause yours to be forgotten before they gain visibility. Knowing when to publish will come with practice.

Advantages of real-time marketing

Real-time marketing is a powerful lever for sales and publicity. Consumers love to be close to events and information, and in particular to express their opinion on them. Therefore, a company that starts the RTM game and gives its audience something to comment, think about, or a reason to smile has a chance to:
– build a closer relationship with consumers, overcome barriers through brand humanization,
– gather a committed community around the brand,
– generate interactions, arouse curiosity in recipients,
– increase competitiveness, demonstrate expert knowledge and become a key player in the industry.

According to a survey by Paraphrase-Online.com, brands using real-time marketing can increase their conversion rates by 26%.

Can RTM be harmful?

Each strategy has its advantages and disadvantages. RTM can also do harm if the brand only uses this strategy. When reacting to current events, there is no room for planning, which may reduce the quality of the content. Moreover, in the case of RTM, it is difficult to predict the reaction of Internet users. The published content may be received very well or the opposite. This may be due to too hasty publication, or simply the content will not appeal to the audience. That is why it is so important not to rely only on RTM and, above all, to create content that will be valuable to the recipients.

Good examples of real-time marketing

Some brands quickly realized the importance of creating ads that reach their audience and get immediate responses. Let’s take a look at the most interesting examples of real-time marketing:

OREO REAL-TIME MARKETING – SUPER BOWL
Oreo is a great example of successful real-time marketing. In 2013, the brand made a hype on Twitter, addressing Super Bowl XL VII viewers who had been plunged into the darkness for 34 minutes. The message “You don’t need light to bite your cookies” has sparked the enthusiasm of millions of football fans, both inside and outside the stadium.

STAR WARS REAL-TIME MARKETING
Loyal Star Wars fans who purchase tickets and plan their costumes months before launch inspired marketers around the world to harness their creative potential and surprise audiences with stunning marketing gimmicks. The popularity of Star Wars was perfectly used by the Japanese airline ANA, which prepared for the premiere, equipping the crew with quite unusual outfits and accessories:

Duracell also capitalized on the popularity of Star Wars by creating a Duracell Star Wars ad, then stoking the emotions of audiences with the announcement “the most powerful alkaline battery in the universe”.

REAL-TIME MARKETING: BANKSY
The loud event, which was the deliberate destruction of the painting “The Girl with a Balloon” just seconds after the work was auctioned in London, was also not overlooked by the masters of real-time marketing. It didn’t take long for the brands to react.

RTM rebounded with hiccups

Sometimes an idea presented in a conference room may sound great, but when the moment of implementation comes, it turns out that even if carefully thought out, it turns out to be a failure. One of the most devastating failures is Pepsi, which in 2017 wanted to advertise to make their product a symbol of cultural unification. The idea was not bad, but the film in which Kendall Jenner by handing a policeman a can of soda tries to resolve the stalemate between the protesters and the police in the Black Lives Matter turned out to be a scandal. The spot was ridiculed on social media, parody on SNL and quickly removed.

Another RTM mistake on social media concerns the Cinnabon brand, known for its confectionery products. After the death of the late Carrie Fisher, Cinnabon decided to pay tribute to the actress on Twitter by posting an artwork of a Star Wars character made of famous cinnamon rolls. The tweet received a lot of negative responses and was labeled “tacky” or “shameless self-promotion.”

Can RTM help with SEO?

A conscious RTM strategy in social media can support SEO by generating organic search results. By tracking popular topics that are relevant to your brand communication and publishing content that relate to them, you can effectively drive traffic to your site. Real-time marketing allows you to build a closer relationship with users, and thanks to a bit of creativity and humor, it will warm up the brand image. In addition, RTM allows you to create content that is eagerly shared by Internet users, and this will not be indifferent to search engines. As a result, real-time marketing allows you to expand the reach and gather new recipients.

There is no doubt, however, that creating a good RTM combined with content marketing requires in-depth analysis and knowledge of the target group. There is no single recipe for successful real-time marketing. Successful brands are those that make the most of their consumer knowledge and multi-channel marketing strategies combined with constant observation of what is happening on the internet. It’s worth experimenting and drawing conclusions to be successful and build effective real-time marketing.

SXO – a combination of two important strategies

The combination of Search Engine Optimization and User Experience has contributed to the creation of a completely new operating strategy. It focuses on both increasing the visibility of a website and improving conversion. Fine-tuning your site for SEO and user experience is the most effective way to get your audience to respond the way you want. Usually, it is the purchase of products, which is why SXO is especially eagerly used by sales platforms.

How does this strategy work? The site ranks high in the search results, and this generates organic traffic. Users who pass to it see that it is intuitive and tailored to their needs. This encourages you to stay longer and even come back frequently. According to SXO, the website must be refined not only in terms of factors important from the perspective of search engine robots. It is also supposed to be useful for recipients, so responsive, fully legible, and it should load as soon as possible.

The SEO elements that make up the SXO strategy are mainly:
– technical optimization (including correctness of the HTML source code),
– key phrases,
– content,
– metadata,
– headers
– internal and external linking.

The user’s experience while using the website plays an equally important role. The UX factors are:
– clear site navigation,
– refined CTA formulas,
– aesthetic and modern look of the site,
– functionality and adaptation to the needs of users,
– loading speed.

When traditional SEO proves to be insufficient

As every SEO agency emphasizes, the strategy aimed at ensuring the website’s good position must be analyzed and modified on an ongoing basis. This is due to the constant changes in search engine algorithms and the need to adapt to them. Traditional SEO focuses on increasing the visibility of your website, this is the main focus of your activities. Although many companies can achieve their business goals in this way, it is not enough for everyone. The mere refinement of key phrases, meta data and similar issues is sometimes not enough to keep users on the site and persuade them, for example, to buy products. That’s why the SXO strategy has emerged.

Search Experience Optimization is the successor to SEO. In recent years, there have been significant changes in Google’s algorithms, as a result of which user experience has started to have a more significant impact on the position of the site. 2021 was the year when the implementation of new ranking factors began, focusing on the convenience of website visitors:

– LCP – Largest Contentful Paint, i.e. the largest rendering of content. It measures the time it takes for the largest (by default the most important) element of your website to be loaded.
– FID – First Input Delay, delay on first operation. It measures the time that must pass until the first interactivity of the website (from the moment of clicking on a specific element to the reaction).
– CLS – Cumulative Layout Shift, or visual stability. This is a reference to the traffic that occurs on the site once it is loaded. LCP, FID, and CLS are indicators that are part of the Core Web Vitals collection.
– Responsiveness – adapting the website to mobile devices.
– Security – Google checks if the website uses the HTTPS protocol.
– Presence of interstitial ads – it is recommended to avoid them as they limit access and make the content inaccessible to users.

This shows that Google wants pages to be adapted not only to robots, but above all to the needs of the recipients. The SXO strategy includes activities in the field of SEO, UX, but also analytics, content marketing, CRO and web development. All this to ensure the highest possible conversion and help the company achieve all the business goals it has set for itself.

Why is SXO needed?

SXO makes users go to a website through organic search results and then perform the desired action. They are effectively encouraged to do so by positive experiences resulting from refining the website in terms of the needs of the recipients. Search Experience Optimization is most often referred to in the context of increasing product sales. However, it is worth remembering that a call to action placed on the website may also persuade you to perform another action, e.g. subscribe to a newsletter, fill out a form, set up an account on the website or watch a video.

The main goal of the SXO strategy is to increase conversion, but implementing it brings the company several other benefits as well. Belong to them:
– increasingly better visibility on Google,
– lasting bond with clients,
– gaining trust and creating the image of an expert,
– standing out from the competition and gaining an advantage.

As you can see, SXO allows you to combine two very important aspects influencing success on the Internet – positioning and adapting to the needs and requirements of customers. The combination of SEO and UX is very effective. Even when the site is perfectly polished in terms of user experience, it will not guarantee the company’s success if it is difficult to find it in the search engine. It also works the other way around. A well-positioned website that is neither readable nor responsive at the same time will not increase profits to such a large extent. According to the SXO assumptions, the website should be clearly visible, but also encourage users to stay there for longer.

SXO not only for e-commerce

Since SXO is used to improve positioning as well as increase the number of page visits and conversions, it is used in particular in the e-commerce industry. This is due to the fact that it is mainly focused on sales. A highly visible platform that provides users with a positive experience is conducive to shopping. For potential customers, every detail is important, from a clear menu through quick product search to the possibility of making an easy transaction via a mobile device.

E-commerce is an industry that is constantly developing, and the businesses operating in it should respond to changes in order to be successful. The implementation of the SXO strategy facilitates the achievement of the intended goals, as it is a response to the constantly growing expectations of customers. Comprehensive, multi-dimensional optimization of an online store ensures results both in the short and much longer term. In the case of platforms that have already been visible on Google, it is not uncommon for a sudden increase in conversion to occur very quickly. A nice looking, fast loading and clear website will gradually generate more and more sales and profits. There is also a high probability that people satisfied with the transaction will return to the store, becoming loyal, regular customers.

However, it should be remembered that SXO can also be successfully implemented in many other industries. This solution is recommended to anyone who wants to stand out from the competition and have higher financial results through good visibility on the Internet and improving user experience. More traffic to the website results in a high conversion rate, which may or may not be in the form of product purchases. Sometimes it is signing up for a subscription, submitting a form, ordering a phone call with the company, downloading an e-book, etc. According to the definition, conversion is a specific activity performed by the user that is desired by the company and brings it closer to achieving its business goal. Therefore, SXO works well not only in e-commerce, but also in service industries. More and more often, bloggers or people running content websites decide on such a strategy.

Important support for business

The combination of SEO and UX strategies is considered to be extremely effective. SXO is a very important support for business, conducive to its development. Thanks to it, users can easily find exactly what they are looking for on the Internet, and then perform actions on the website that meets their expectations. The implementation of Search Experience Optimization allows you to get rid of the doubts whether the website is adapted to Google’s algorithms and at the same time fully valuable for the recipients.

The use of the SXO strategy allows you to refine every important detail. Compared to SEO, it does not only focus on optimizing the website for search engine robots, because they do not increase conversion. It is necessary to realize that the users, their feelings and needs play an important role in this matter. Companies wishing to be successful on the market should show potential customers that their satisfaction is the most important.

Of course, SXO will not make every user visiting the site perform the desired action. Nevertheless, this strategy makes it easier to reach people from a well-defined target group and encourage them to stay on the site for longer. This increases the likelihood that the company’s offer will arouse interest and translate into profit. The implementation of SXO enables adaptation to the new requirements posed not only by Google, but also by internet marketing itself. It is worth remembering that there are still changes in this area that you need to adapt to in order to build your competitive advantage.

Google Data Studio – an aesthetic way of presenting data

The Google Data Studio tool appeared in 2016 and quickly gained a lot of positive feedback, especially among analysts. It is free and, moreover, easy to use due to the transparent panel that appears after logging in. An additional convenience here is a short introduction in the form of a tutorial. With the help of Google Data Studio, you can collect all important data in one place, presenting it in an aesthetic and accessible way.

The tool provides access to ready-made report templates that can be modified in terms of background, font, colors of individual elements or dashboard dimensions. After a style is defined, all subsequent data sets will be automatically adjusted to it. If needed, you can use options such as inserting images from Google Drive or a computer, and even using text boxes, shapes, graphics, and other objects.

Google Data Studio allows you to create reports based on various databases. They can come from, among others with:
– Google Sheets,
– Google Ads,
– Google Analytics,
– YouTube statistics,
– Google Search Console,
– Facebook Ads,
– Ahrefs.

A significant advantage of the tool is that more than one person may be involved in creating a report. In addition, adjusting the appearance of reports to the company’s needs is not a problem.

Google Lens – innovative image search

Even though the Google Lens tool appeared in 2017, it is still gaining in popularity and is being discovered by an increasing number of users. It is an advanced application that allows you to recognize objects in photos and obtain various information about them. On some phones, the Google Lens is available immediately, for others, it is enough to download it from the App Store or the Play Store. The technology of scanning and interpreting images is constantly being improved, which enables it to be used in many situations.

The tool allows, among others to quickly translate the text (however, it is still not possible to paraphrase the text), to check the appearance of dishes from the restaurant menu or to identify specific plant species. All you need to do is point the phone with the application turned on at the selected object to obtain the necessary information. The Google lens is useful both in everyday life and at work, in many industries. It has long been said that visual search is the future of e-commerce. After scanning a specific item, you can quickly get a list of similar products ready for purchase. Perhaps in the future, image scanning will completely or almost completely replace text search. That is why it is worth optimizing marketing activities in this respect already, remembering, among others, about detailed metadata or the appropriate size of graphic elements on the website.

Performance Planner – easier optimization of campaign costs

Tools from Google such as Performance Planner will be useful primarily to people who create advertising spending plans. Thanks to them, they gain many new opportunities, including:
– viewing the results by adjusting the campaign settings,
– access to forecasts for conducted campaigns,
– budget management.

Performance Planner is usually updated every 24 hours and can handle up to billions of queries. This guarantees access to accurate forecasts. The tool takes into account important aspects such as landing page, seasonality and competition. It significantly facilitates the preparation of advertising spending plans, but not only. The Performance Planner is also useful for assessing how your changes to your campaign will affect its overall performance and key metrics. Thanks to it, you can receive suggestions on how to optimize the selected strategy without the need to increase the budget. The tool is available through Shopping, Local, Search, Display, and App campaigns.

The Performance Planner tells advertisers what bids and budget to set to maximize the data they choose for their campaigns. By using it, you can save a lot of time that would have to be spent on analyzing expenses yourself. The tool gives you access to several practical functions, and one of the most important is the summary chart. It is dynamic and at the same time transparent, reading information from it is not a problem. The comparative table of before and after data, in which key items are broken down into existing and planned, is also rated well. Performance Planner allows you to check many scenarios before choosing the most appropriate one.

Google Tools for Internet Businesses

Many small and medium-sized enterprises are already active both offline and online. Google decided to make it easier for such companies to develop and introduced two new, free tools: Grow My Store and Local Search Navigator. Their premiere in our country took place in September 2021.

Grow My Store was launched in several countries in 2019. It is a very useful tool with which sellers can improve the quality of their online customer service. It tests the website, taking into account over 20 indicators, measures, inter alia, mobile friendliness and loading speed, in addition, it checks the HTTPS protocol. Any retailer can take advantage of Grow My Store, whether online or offline only. It gives you access to information and tips on how to improve your website’s visibility in the search engine and increase traffic. All this is based on suggestions tailored to the needs of customers. The insights were gathered during research conducted by Google in collaboration with Ipsos MORI and Kantar TNS. Tips deal with aspects that play a significant role in shopping, including personalization and page performance.

The second tool, the Local Search Navigator, also helps companies reach a wider audience and increase profits. It tells you what to do to stand out on the Internet. The Navigator provides entrepreneurs with personalized tips based on a thorough analysis of their business profile on Google. It also suggests what data should be improved and what new information to enter. One of the greatest advantages of the tool is its intuitive operation. It is enough to enter the name of the company and after a few minutes you will see if it is visible enough on the web. The Local Search Navigator allows you to refine your Google My Business profile to attract potential customers to your offer. By using it, you can also make sure that you have entered all the necessary information to facilitate communication, making an appointment or performing another activity.

Less known tools from Google that are useful not only in marketing

One of the tools that undoubtedly deserves attention is Google PageSpeed Insights. It allows you to check how fast the website loads on computers and smartphones. The categorization of user experiences is presented in three categories, namely: Good, Needs Improvement, and Poor. This data is based on Chrome User Experience Report information. The tool also makes suggestions on how you can improve your site to reduce its load time. They are useful because page loading speed is currently one of the most important factors influencing the Google ranking.

It is also worth paying attention to the Public Data Explorer. It is used to view and visualize large data sets that may relate to many different areas, e.g. fuel prices, demographic indicators. The tool allows you to navigate between different views, share results, and compare individual information. Although Explorer was introduced in 2010, many people are still unaware of its existence.

There are also a few other tools that are not popular, but can be useful not only at work, but also in everyday life. This, for example:
– Google Keep – an application for taking notes, also works on phones. You can add photos, letters, and drawings to your notes, and copy them to Google Docs and share with others. The tool allows you to mark your notes with different colors and labels to keep everything in order.
– Arts & Culture – online service and smartphone application from the Google Cultural Institute. The tool allows you to search and admire the greatest works of art from dozens of countries without leaving your home. It is also a source of valuable knowledge. Arts & Culture has a lot of interesting features, such as spherical films, virtual tours of museums or turning your own photos into works of art.
– Google Flights – online flight booking tool. At the same time, it is a server that allows you to search for connections via external providers. To find your flight ticket, simply specify the type of flight ticket (e.g. one-way) and fill in other important information, including the place of departure and destination. In Google Flights, it is possible to use an interactive calendar as well as a price chart, which allows you to easily find the best offer for you.

Google is not only a search engine, although it is the basis of this company. Currently, many people cannot imagine everyday functioning without the tools they offer, because they often prove to be helpful not only at work, but also outside of it. Since many are available for free, you won’t have to pay extra for using them.