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.

In this post, we present all the features and tools that are available on Hubspot. So if your company is considering implementing automation to its marketing activities – read on.

HubSpot – what is it?

HubSpot is a system for automating the activities of sales and customer service departments with marketing activities, thanks to which your company can closely monitor the impact of one on another and optimize specific processes.

In addition to these possibilities, HubSpot is primarily a huge database of contacts and companies. Anyone who interacts with your business can be saved as a contact on HubSpot. Examples of contacts are visitors who converted on the form, visitors who contact your team, or potential customers your team met at events. A good database of contacts will allow your team to easily record and retrieve information about them, keeping everyone up-to-date.

What modules does Hubspot consist of?

The system consists of 4 main modules:
– marketing – helping to increase traffic, the number of conversions resulting from a larger number of visitors and effectively lead and monitor the effects of marketing campaigns,
– sales – helps to automate sales tasks (sending e-mails to potential customers, call register),
– service – thanks to which you will introduce order and improve customer service processes (notes, detailed data, reports),
– CMS – used to manage content, create newsletters and landing pages.

Each of the modules is a separate tool and can be used separately, however, for comprehensive sales and marketing support, it is worth using the potential of all of them. And about the potential in them below.

Marketing Hub in Hubspot

The marketing module allows you to manage all marketing processes in your company: automate activities related to publishing content, combine various advertising channels and analyze their effectiveness. What features will you find in the marketing module and what are the benefits?

– Option to post the content your audience is looking for to make them easier to find in search engines, social media and more. And by adding call to action buttons, encourage them to convert.
– Positioning the website thanks to SEO tools that help you plan your strategy and optimize your content as you write it.
– Manage your Facebook, Instagram, LinkedIn and Google ads directly in the HubSpot system. The ability to track which ads turn leads into customers.
– Planning social media publications, managing, analyzing and monitoring posts and prioritizing them to increase the chance of reaching customers.
– Function to insert and manage files directly in HubSpot and easily embed them on social media, websites and blog posts.
– Live chat function, thanks to which you can chat with your website visitors in real time. Use bots to qualify leads and scale your efforts to focus on the conversations that matter most.
– Option to design and launch a landing page without the help of programmers or IT specialists. Access an extensive library of mobile optimized templates that convert, or build pages from scratch.
– Create forms with a simple drag and drop editor. Add them to your website to turn anonymous visitors into leads that will automatically be added to your contact database.
– Automate repetitive company processes, plan large-scale mailing campaigns, streamline cross-functional operations, bulk data management, and more.
– Create mobile-optimized email campaigns that look professional. Ability to personalize content for each audience and run A / B testing to improve click-through rates.
– A complete picture of each potential customer in one integrated database. Thanks to the segmentation of contacts based on the collected data and automation, you can evaluate the potential of leads and assign them to a specific person from your sales team.
– Advanced, custom reports and built-in analytics.
– Flexibility to store and customize any type of data in HubSpot. Ability to prepare reports With custom data and create dashboards to share insights with your team.

Sales Hub in Hubspot

The sales module combines all tools and data on one easy-to-use, efficient platform. Thanks to it, you gain constant control over acquiring leads and converting them into customers by sales departments. What exactly does it have?

– Ability to create email templates from the most effective emails that can be shared with your team.
– Monitoring the time a prospect opens emails, so you can respond to them in a timely manner and close the deal faster.
– Library of useful sales materials for the entire team, the ability to share documents directly from the inbox.
– Making and recording calls directly from the browser and automatic registration of them in the CRM system, thanks to which you will discover what is behind the team’s results.
– Share a link that allows potential customers to choose an appointment that suits everyone – it will be automatically synced with your calendar.
– Set up a series of personalized emails and follow-up tasks to keep the entire sales process in mind.
– Ability to contact potential customers when they are actively using your website. Direct your chat conversations to the right team members to build better relationships and close more deals.
– Knowledge base full of the right tools, chat scripts, marketing guides, and more.
– Full insight into the sales process to be able to effectively forecast and achieve even better results.
– Mobile application to manage your contacts, offers and tasks from any place and device.
– One-click contract adding, task assignments and progress tracking on your dashboards.
– and more!

Service Hub in Hubspot

Today, customers expect a problem to be resolved within minutes and personalized service 24/7 through a variety of channels. However, most customer service teams struggle to meet these growing demands because their tools and data reside in multiple sources or tools.

The service module collects all customer service data and channels in one place and helps you scale support through automation and self-service. What do you gain from this? More time for proactive service that retains and expands your customer base. Here are the features that can make it easier for you:

– Ability to add routing and automation to tickets, so the help desk will prioritize critical issues.
– Possibility to transform the FAQ database – frequently asked questions into a library of articles, videos and documentation that will help to solve them.
– Combine team email, live chat, Facebook Messenger, and more into one universal inbox so your entire team can see conversations and respond in one place.
– Ensure that each user has access to the appropriate resources. Ability to quickly view and manage permissions, statuses and availability across the team.
– Create custom surveys to collect customer and contractor feedback.
– Reports and custom funnels to monitor the health of your business and improve the efficiency of your customer service teams.

CMS module (CMS Hub)

The CMS module is the content management system needed to easily create and personalize websites for each visitor – optimized for conversion on any device. Thanks to it, you will create websites with the tools you prefer and your marketing team will be able to update themselves thanks to flexible themes. Additionally, in the module you will get access to the resources and ideas of the HubSpot developer community. What do you gain with the functions available in CMS Hub?

– You can improve your site and take action in one place using SEO recommendations.
– Pre-made themes with the option to create custom themes that will help you build a consistent site without worrying about mismatched designs, logos or navigation.
– Managing multiple language domains and optimizing each of them for SEO. Users will be able to switch between languages.
– Ability to update and build the page without the help of a developer or custom code.
– A / B tests – a function that allows you to select up to five different page variations, which HubSpot will monitor and display the most effective option.
– Analyze the types of content, sources and campaigns that attract the most potential customers.
– Tools like GitHub to handle version control and make changes to web resources.
– Add interactive elements such as event registrations, guest books and calculators without setting up an external server, SSL certificate or data transfer processes.
– Create a site-wide content editing environment that allows the marketing team to manage and update the user interface.
– Access to extensive documentation and an active developer community to get started immediately, as well as get answers and ideas.
– Website security thanks to automatic and manual checks for attacks, potential abuse or other anomalies.

Which HubSpot Modules are Best for Your Business?

If you are considering introducing sales and marketing automation in your company, the HubSpot system will definitely have most of the functions you need. So if you have questions about the system’s capabilities and how to implement it in your company – contact us.

Live Shopping – how does it work?

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

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

Live Shopping – the power of interaction

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

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

Live Shopping and benefits for e-commerce

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

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

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

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

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

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

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

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

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

Where does Live Shopping take place?

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

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

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

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

Who is Live Shopping for?

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