The times when the company’s website was displayed in TOP10 “by itself” are gone forever. Business has moved online, overwhelming virtual corporate sites with the weight of competition. What to do to ensure yourself a good position and overtake other rivals in the fight for the highest positions? Among other things, positioning activities, including the aforementioned SEO texts, can help in this. How to write valuable content that will be appreciated not only by our audience, but also by Google robots? We have our own methods and we will be happy to share them with you. Fire up the engines and off you go!

SEO texts – what is it?

With the old, good (and how!) Habit, we start from scratch and provide answers in the so-called telegraphic shortcut. SEO texts – what is it? Nothing else than content supporting the optimization of a website for queries from a popular search engine. Why is it worth investing in them? Because they translate into traffic that results in a broadly understood conversion (time on the website, shopping, newsletter subscription or direct contact with the seller / service provider). How to recognize them? Good and well-written content is no different from high-quality product or marketing content. And finally – how to handle them properly? First of all, with sensitivity. Below, we’ll expand on the topic and explain why moderation and balance are especially important when it comes to SEO content.

SEO texts are substantively valuable content, provided in a tasty, but well-thought-out form in terms of optimization effects. Texts on SEO services are created mainly with the needs of the recipient who is looking for various types of information online, including about the product or service. Properly written and equipped with the weapon of phrases and headers, the SEO text is primarily designed to raise the site to a high position in the search engine, attract the user to the site and interest him enough to stay on it, draw knowledge from it and actively use the information provided. , e.g. by clicking on the links provided. The substantive content of the text and the language layer (style, correctness, fluency) must build a credible message that meets the recipient’s taste and needs.

SEO articles need to be optimized to make it easier to read – for both humans and robots!

What are these treatments for? We’ve already mentioned it, but it’s worth doing it again. Well, in order to gain and maintain a high position in the search engine ranking, intensify website traffic and gain a chance for a happy ending of the transaction process. Put simply – to stay ahead of the competition in the race for podium places and increase sales.

What does this mean in practice? How is it done? Let’s go deeper into it …

A quick guide for writers

When it comes to SEO texts, the rules of “breaking the scheme” are unlikely to work here! In their case, we have clearly defined guidelines on how to write to do it well. Below are the golden rules of writing for SEO that are worth printing and hanging over your desk. And then assimilate and use in practice!

A. Write to people
Anyone who has tried to deal with SEO texts at least once knows that the line between formulating a message for a “live audience” and creating content suitable for Google robots is really thin. It is not only about touching topics that are interesting to potential customers, solve their problems or arouse interest. It is also the clarity of the message and its appropriate form.

By over-focusing on keywords in the text and trying at all costs to put as many as ok as we can find in a fat broth, we will have a counterproductive effect. First of all, hardly anyone can get through it. The retreat will also be done by Google robots, which will give a poor evalsuation of the presented content. To sum up – by flicking the text with SEO phrases without moderation, we make ourselves (if we write for our own use) or the client (if we write on request), or more precisely – we damage the website.

Bonus …

What not to do?

Among other things, not to use clichéd texts such as “We are one of the largest organizations in the World”. After reading such a text, the recipient may only say: “Well?”. Think about the benefits and create a message from this perspective.

B. Flirt with keywords
We deliberately used a moderately professional-sounding verbal nomenclature. However, we wanted to draw attention to the need for delicacy in their use in SEO texts. It has to be tactful and with sensitivity. Let’s get down to business.

If you want to know what people are “reading” about, check out Google Trends. For free you will receive information on what Internet users from all over the world are looking for.

Before starting to create an article, be sure to check which phrases you are able to “stand out” and what the recipients are really looking for. You can use the Keyword Tool or AnswerThePublic for this purpose. It is worth not to limit yourself to the main phrases only – those with “Long Tail” (called Long Tail Positioning) have great potential and often allow SEO to more easily follow a given query. It may turn out that they will also consume significantly less resources (financial and time) in the entire process. However, remember that SEO texts are not everything! What else is worth spending your energy on?

Good advice…

If you want to use 100% of the power of key phrases, include them in eye-catching and entertaining titles and headings in your text.

C. Pay attention to form …
Do you have the gift to put words into sumptuous “bouquets”? Your description of cotton pads written in flowery language reads with more commitment than some of the items available in bookstores? This is already half the battle! Add keywords to it (e.g. our agency has created a paraphrasing tool and it is worth having such a slogan also appear in our articles), make sure that the SEO text is properly formatted. All kinds of bolding important points, italics, highlighting the most important parts of the text or bullets – everything is included! Thanks to this, we will gain greater transparency of the content, emphasize the most important things and make the work of Google robots more pleasant. And they can repay you.

D. Head is cut off for copying content.
Possibly hands. If someone, after this emphatic statement, does not yet know how to write SEO texts – we explain. DO NOT duplicate the content. We understand that not everyone has to be Tolkien. If the words do not flow out from under your fingertips like gusty torrents, you can always outsource your SEO texts. The price list is determined individually by the agency. If you decide to work directly with a copywriter, the author will create a price list for SEO texts based on:

– the specifics of your industry,
– “substantive input” delivered,
– the number of texts (and the basic unit of account – characters with spaces) included in the ordered content package,
– your experience,
– suggested date of material return.

If writing is not on your way, investing in professional SEO copywriting will be the best solution. Forget about copying excerpts from your competitors’ entries. Why?

First of all – texts obtained through CTRL + C, CTRL + V, and those that come from different websites and are glued together into one language monster hastily, usually it is impossible to read without realizing that something is wrong. And with what word will you greet your recipients, this is how they will perceive you for a long time. This rule also applies to spelling and punctuation correctness. Sometimes one comma changes everything!

Second – you will get a ban from Google robots. It is not difficult to figure out which content appeared first. Are you a thief? You will get the paws, nose and … other parts of the body. More importantly – you will be dethroned by Google. And it will really hurt!

Ethical issues are also important here. Someone has worked or invested to make the website unique. And more humanly speaking – do not do to the other person what you do not like. And you can fall victim to plagiarism, when you have your own beautiful and well-thought-out content.

E. Personalize your message
You can present one message in several different ways. For what? To be sure that your recipient understands you well. Speak the language that will reach him and he will feel at home on your website.

Since you’ve made it to this place with us, it can be assumed that you already know how to write SEO texts. However, to be absolutely sure, we provide examples below.

SEO texts – examples

SEO advertising texts or substantively valuable blog entries must be created in a thoughtful way. As we wrote above, what counts is the appropriate form, length of the entry and the proper use of keywords. What does this mean in practice? How to write SEO texts so that they have “hands and feet” and rank at the top of the search list?

SEO texts from the point of view and … words of a specialist

We asked the boss of all bosses, Head of Copywriting Paraphrase-Online.com – Amanda Hill

– With a good text (a bon mot) you can make a sensation in the company and join the group, with a good advertising text (claim) – promote the brand and gain customers, with a good SEO text – “tame” Google robots and boost the page in an internet search engine. In the era of gigantic development of e-commerce, this last good is especially important for companies that every day compete for the attention of customers looking for answers to their questions and needs online. Explains Amanda Hill.

– SEO copywriting is still considered second-class creative writing. Some, although appreciating his role on the Internet, still accuse him of lack of panache and quality, which, according to them, are characteristic for only creative copywriting (advertising texts, slogans, slogans or product names). This SEO copywriting patch was obtained in the first years of the development of search engines, when websites were equipped with synonymized content that was linguistically and factually poor, aimed solely at stuffing as many of the so-called keywords. Fortunately, this uncontrolled and wild race for visibility in virtual space is over, and with it the era of mediocrity in the area of words posted on the website. Today, entrepreneurs care about the broadly understood image and it is they, next to the creators of modern technological solutions responsible for searching, who demanded quality.

Contemporary SEO copywriting plays a very important role in e-marketing and significantly contributes to the optimization of websites, influencing their visibility and promotion on the web. The text for the home page, categories, product subpages, blog or sponsored article, prepared according to strict SEO principles, is a value that cannot be overestimated.

How to write SEO texts – a summary of the most important rules

If you are still wondering whether it is worth writing SEO texts for your website – the answer is: YES! To serve valuable articles that will be appreciated not only by website visitors, but also by Google robots, focus on quality. In the broad sense of the word.

Ideas for additional content may arise in your head or result from the suggestions of Internet users! Check what topics are hot and what problems your target group is struggling with. Solve them with your entries. Stick a stick in “verbal anthills”, tone down emotions, be intriguing and expressive. Get to know yourself from the best side – literally and figuratively.

In addition to the typical articles that come across your company’s blog, you may be tempted to post:
– industry news with your own comment,
– reports on events, actions or interventions,
– tests and opinions,
– case study.

As you can see – there is a lot to choose from! Whichever form of expression you choose, remember about the visuals. Polish the title, headings (h1, h2, h3…), use keywords and also use those from the “long tail”. In addition, it is necessary to “draw the site map” to make its structure even more transparent for search engines.

The rendering process

The rendering process can be reduced to a situation where the Google bot performs several key steps for the final perception of the website. The first is to download the page, the next – to run the code. Then – on its basis – makes its own analysis of the page layout and the entire structure of the site. The set of information downloaded for a specific assessment is collected by this – usually not perceptible moment – which accompanies rendering of the page. As a result, qualitative content, effective link building or meticulously guarded Google Search Console become secondary factors if website rendering generates errors, delays, departures from the norms adopted by magicians from Alphabet Inc.

It can be assumed – from a technical point of view – that every website is two HTML faces: before rendering and after rendering the resources. The first is a set of basic information generated – from content through images to JS and CSS codes. The second face is the same basic code, but enriched with the changes that HTML has caused. And in this narrow space between the two modes lies one of the paths to SEO effectiveness. How the initially assumed commands are implemented in the user’s browser is one of the foundations of proper operation.

How does it look in practice? Launching a website in a browser causes the server to send specific data to a computer or other device. Data collected in HTML format – as well as, for example, XML – are analyzed by the system in terms of obtaining the planned graphic effect. What is presented on the user’s screen is the rendering effect – regardless of its type. And the types of technology provide a lot: from continuous to progressive.

Why is rendering so important?

The reason is simple, prosaic and ruthless: a site that cannot be rendered is not indexed by Google. Does not exist. It’s somewhere in cyberspace, but without much significance and no chance to show itself to the world. Indexation is rendering, rendering is indexation – in this case Google leaves no wicket and mitigating circumstances.

That is why it is so important to check both the home page and other internal websites for, e.g., whether the website contains resources that are blocked or otherwise not made available for Google bots. These are both CSS and JS files or images.

How to render a website effectively?

Google has its own rules, bots are walking their own paths, and all this is hidden in a thicket of code to which ordinary mortals outside Silicon Valley have at most limited access. How can you then verify that the website meets the requirements of a search engine ruthless in this context?

The basic option for a long time was a test for mobiles devices. Contrary to what it seems, it does not have to be used only for smartphoness or tablets. Checking how the Google bot downloads and renders a mobiles page also gives an answer to its rendering quality. In a situation where the website is responsive, problems – and a bad result – mobiles rendering also means incorrect adaptation to computers.

In mid-2019, Google announced that the bot would regularly update the rendering engine – Chrome 41 and its function of detecting functions, filling and log errors became the determinant. Blocked resources cannot be seen – after all, the browser will render them anyway – but this path can still be considered as particularly valuable.

It does not require much commitment: just download and install Chrome 41. Before, it is worth uninstalling the other – newer – versions temporarily and backing up bookmarks and files. Having Chrome 41 already, it is enough to enter any URL, and then – in a typical way – examine the page after pressing the right mouse button. This way, developer tools will be open. In the console tab you can see the errors found – just copy the data to programmers to start the process of repairing the shortcomings.

Complicated? The alternative – how trivial! – there is a rendering plugin. View Rendered Source is an excellent solution that captivates with its simplicity of operation.

Plugin link: https://chrome.google.com/webstore/detail/view-rendered-source/ejgngohbdedoabanmclafpkoogegdpob

As an extension added to Chrome, it shows how the browser has built – and therefore rendered – the original HTML for the DOM, including all Javascript modifications. So if a programmer uses the JS framework – Angular, React JS, Vue.js – it lets you understand how search engines see the page. It cannot be presented clearly: the differences between the “raw” and the rendered version are marked with an illuminated line.

Why is it worth verifying the website’s appearance?

– for mobiles First Index
– due to blocked resources that may make ranking difficult
– verification of the size of photos that may obscure the text
– a simple test whether the firewall is working properly
– crawl budget analysis
– Google Search Console doesn’t show everything (unfortunately)

PDF file – the most important information

PDF, or Portable Document Format, is a document format designed by Adobe. Established in 1992. Work on the PDF was ongoing as part of the Camelot project. The PDF format was primarily to be used to convert paper documents to digital. The creators of Portable Document Format have also set themselves the goal of ensuring that electronic versions of documents can be sent to anywhere, displayed and printed on any computer. Today we know that this goal has been achieved.

PDF has gained considerable popularity over the years and is used to create various content. The widespread use is due to the many advantages of PDF files. The most important are:
– easy to open PDF files on most computers,
– simple navigation within the document, which facilitates the efficient reading of even long texts,
– the ability to prepare materials in this format for printing,
– small size of documents,
– easy transfer of PDF files.

Google indexes PDF files?

PDF files have been used for years. For a very long time one of the myths was that PDFs could not be indexed by Google search engine. However, reports indicate that search engines with this file format have been doing very well since 2001, as long as they are not password protected or encrypted. The content of PDF files is analyzed by Google robots in the same way as the content contained in the page code. The case with links that are in the PDF document looks the same. Simply put, Google search treats links from PDF files in the same way as HTML links. The only difference is that for PDFs you cannot set nofollow attributes. All this shows that for Google search engine it doesn’t matter if the content is placed in a PDF or HTML document. For SEO, the most important thing is relevant content and its keyword saturation.

When it comes to indexing PDF files, it’s worth noting that search engines really like them. They are often much higher in search results than traditional HTML files. Despite this, many companies still do not use the potential of PDFs in positioning.

How to optimize PDF for search engine?

For PDF documents to have a positive impact on SEO, they must be properly optimized. This gives them a chance to display high in search engine results. It is worth remembering that in order for PDF to affect SEO, it should be text-based, which only gives bots the option of loading content. Therefore, if you want to use PDFs for SEO, you cannot place them as an image – the search engine will not load it and will not take it into account at all. How to further prepare the PDF file?

– Name it – the title of the PDF should reflect its content and contain keywords; this will allow Google robots to determine what is in the document; rules that should be followed: it is a title about 50 – 70 characters long, natural and encouraging to click on the link; the PDF title can be completed in the wizard; it allows not only to enter the title, but also the author, subject and keywords; it is best to complete all fields;

– Take care of the PDF file size – the smaller the document size, the faster the page loads; this is not only positive for SEO, but also provides comfort for web users; the easiest way to reduce the PDF file size is to choose medium or optimal quality instead of the highest when saving or exporting a document; it is worth noting here that smaller files are faster indexed by search engines;

– Choose a URL – the PDF should have a friendly URL; sometimes it is broadcast automatically by CMS; however, you must check whether it is too long; too long a link is not good for SEO and does not meet user-friendly rules; short addresses can not only be easier to remember by the user, but also look good in search results; the URL does not translate directly into SEO, but the keywords contained in it will be highlighted in the search engine and thus are more visible to the user;

– Add ALT attributes – in PDF files, apart from text, there may be photos / pictures; if they are listed, the ALT and title attributes should be completed; this data must be completed with each graphic; this will help robots read PDF better;

– Link internally – for PDF files to actually impact SEO, they must be internally linked; the content of the documents should include links to the internal subpages of the website and thus indicate relevant sections of the page to Google bots and Internet users;

– Optimize content and avoid duplicate content – the text that is contained in the PDF document must be prepared in accordance with the same rules as those per page; this means that you need to optimize your document; it includes content saturation with keywords, the use of subheadings, paragraphs, bullets, graphics, tables, italics, bold; the text in the PDF should also be valuable, useful and provide the necessary information to the reader; it cannot be copied from other files or websites – search engines will treat this as duplicate content.

– Adapt PDF to mobiles devices – UX issues are very important for SEO; are preparing an e-book or manuals in PDF, it is worth thinking about mobiles device users; In order for the document to be easily read on the phones or tablet, it is important to use the right font size, matching the file to the screen size, ensuring readability and visibility of the images.

PDF files – is it worth positioning them for SEO?

The use of PDF files for SEO has its undoubted advantages. Note, however, that in some cases you may encounter navigation problems between the PDF file and the rest of the site. You also lose full control over the length and organization of content – content placed in PDF cannot be placed via CRM. Speaking of disadvantages, you must also remember that PDF documents are not as flexible as HTML pages – they do not have code that can be modified in any way. Still, using PDFs for SEO is profitable and worthwhile. It is worth to bet above all when:

– There are many PDF documents that have already been created and they are of great substantive value to users;
– Developing a PDF document is more aesthetic and transparent in terms of UX than placing text on an HTML page;
– The content is specially prepared for printing or downloading, e.g. e-books, brochures, price lists, regulations, leaflets, etc.
– Creating separate subpages, i.e. converting PDF to HTML would be too expensive and time consuming.

The possibilities that you have in using PDF in SEO are many – we are limited only by imagination. In PDF form you can save all documents created by the company, both of practical and marketing significance. Saturating them with internal links and keywords will allow you to use PDFs as another tool to help your website rank in the search engine.

The PDF format is the universal one, easy to use and distribute. It is often used to create various documents, including those with a marketing tone. PDF files can contain substantive guides, useful ebooks, leaflets, brochures, quotes. They are also a great tool for creating user manuals or instructions, regulations, price lists, etc. From the point of view of SEO PDF is not an ideal format, but extremely useful. Its proper preparation will bring benefits in the form of an increase in the CTR index and an increase in the level of traffic to the website (including organic results), and will also translate into the website SEO results.

Summary

– PDF files can “wander like hamsters” so take care of all attributes in the file, especially the correct linking to services or products – thanks to which you will get extra traffic
– it is good to prepare a template on letterhead with an active link to the home page on the website
– file repositories are great at SEO – especially where you sell services (e.g. legal) or devices (e.g. user manuals)
– apart from PDF files, DOCs position well
– if you want to have traffic from Google Graphics save the PDF file as an image and optimize
– you can use UTMs to track traffic from PDF files
– do not duplicate content from a page in PDF
– a page with embedded PDF can be very strongly linked and popular, and then cross-canonical to another subpage simply does not work
– use PDF files as training materials – they index well and generate traffic
– if you have a lot of educational videos, prepare a transcription and upload it to a PDF file (if you do not have space on the page)
– if you use external issue service to embed directories – quit – build your own repository and keep the client at your place. Well, unless you don’t have an IT structure for it.

For an advertising campaign to work, the ads must meet Google’s requirements. Below are some of the most common errors that can be an obstacle to the display of Google Ads text ads. At the same time, we would like to draw your attention to the fact that in some cases new ads may be accepted “from the machine” and displayed until Google notes that they are inconsistent with the company’s policy. That is why from the very beginning it is worth ensuring compliance with advertising rules.

Potential errors in the Google Ads campaign

Items that may cause your ad to be rejected or disapproved:

– no editorial requirements met – Google cares about the high quality of advertisements and the message presented to Internet users. For this reason, it may block texts that are not transparent or professional, i.e. texts that:

– they present too short and general ads containing unclear information or abbreviations that are difficult to understand,

– exceed the permissible number of characters,

– they contain too many special characters, punctuation and symbols, e.g. exclamation marks, question marks, etc.,

– contain illegal punctuation in the header, e.g. exclamation marks,

– are a combination of different characters, e.g. 4DID4S,
– use only uppercase letters, e.g. HIGH-QUALITY SILK SHIRTS, RICH COLOR OFFER. BUY NOW,
– they were written contrary to the rules of spelling or grammar
– they contain a too general or mismatched call to action, eg “Click here”,
– they contain emoticons in addition to standard text,
– they have too many or too few spaces between characters / words,
– they have a phones number in the content of the ad,

– no min. 2 headers – Google currently allows (in standard, so-called extended text ads) to use up to 3 headers and 2 lines of text. There is no obligation to use the third heading and the second line of text, but for the advertisement to be accepted it must have at least 2 headers,

– illegal content in advertising text – this is content related to products that cannot be advertised as part of Google Ads, e.g. alcohol, medicines, gambling. Please also note that Google may preventively disapprove content that “associates” with prohibited products,

– illegal content on the landing page – as above, this is content about products that are prohibited from advertising. An example would be the situation of one of our customers who had T-shirts in their offer printed with glasses of champagne. Information about the overprint, which was included in the product description on the page, resulted in the rejection of ads,

– promoting counterfeit products – since Google absolutely prohibits the advertising and sale of counterfeits, all products that only imitate the features of a particular brand will not be accepted or will be rejected,

– shocking, offensive, erotic, promoting hatred, intolerance, discrimination or violence – Google pays special attention to mutual respect and tries not to offend the feelings of Internet users. For this reason, it is not possible to advertise, e.g. firearms, products targeted at a selected ethnic group or use vulgar language in the content of advertisements,

– content impossible to verify – slogans such as: “Manufacturer of the best coffee grinders”, “Running shoes No. 1 in the world”, “Most frequently bought dietary supplements”, “The best diet catering – no competition has any chance with us”,

– problems arising from the landing page – Google very much wants internet users clicking on ads to be satisfied with what they will see after switching to the website. The landing page must therefore first of all work and be useful for Internet users. The following page issues may cause your ads to be disapproved:

– targeting ads to a dead landing page,
– no connection between the displayed URL and the actual website address, e.g. “google.com” redirects the internet user to “gmail.com”,
– it is not possible to display the page in standard browsers,
– no possibility to click the “Back” button in the browser.

The great advantage of the Google Ads system is the fact that after rejecting the ad, there is no need to combine and guess what could be the reason for this. Yes, as you can see in the above screenshots, if the advertisement cannot be accepted at the stage of its creation, the system always gives the reason for the inability to save the advertisement. However, if the system rejects an ad that has been running for some time, its status (in the Google Ads panel) is changed to “Disapproved”, and when you hover over the ad approval status, you’ll be given an explanation of the problem.

In addition, on Google support pages you can find a lot of valuable information and tips on editorial and technical requirements related to advertising, which should be taken into account at the very beginning of the campaign.

Why do we share content?

What motivates people to share information on their profiles so willingly? The New York Times conducted an advanced study that identified five key reasons why we share content online:

– Improving the lives of others – almost all survey participants (94%) admitted that they were sharing content because they believe that in this way they can improve the lives of recipients of this information. You should therefore strive to create useful content that will help your target audience and its audience.

– Self-definition – two out of three participants (68%) share content online to create their own “idealized version of themselves online”. So when you create content, think about whether it will be something that the recipients will be able to feel proud of or somehow build the content about themselves.

– Develop relationships – four out of five participants share content because they can maintain relationships with others. Consider how your content can help develop interpersonal relationships. Ask your audience to mark their friends in the comments or engage them in other ways, e.g. “share this movie with the biggest dog lover you know”.

– Self-fulfillment and a sense of belonging – everyone likes to feel useful and valuable. The study showed that its participants enjoyed when they shared the content themselves. However, they enjoyed it more when they received interesting and useful information from their friends.

– Manifesting their beliefs – 84% of participants said that they share information as a way to support the topics or brands they care about. So think about whether you are able to create content related to topics relevant to your audience.

So, as you can see in the examples above, the main reason we share information on social media is our relationship with other people.

We share positive content more often

According to the Association for Psychological Science, arousing certain emotions increases the chance that the information will be passed on.

The study explains that sharing stories or information can be partly caused by agitation. When people are aroused, whether due to emotional or other stimuli, the autonomic nervous system is activated, which motivates social activities. Emotional features of content always have a greater effect among recipients. However, researchers at the University of Pennsylvania have determined that positive content is more often shared.

How to share emotions in turn? In face-to-face conversations, we often imitate the facial expressions and behavior of our interlocutors to build a sense of unity. The Emoticons in mind: An event-related potential study showed that when we see emoticons, we react just like watching real facial expressions.

So share positive content and decorate it in the right way with emoticons. This is of course the beginning of the road. You must also use creations that cause emotions, as well as the right words that will stimulate you in the right direction.

We all apply the reciprocity rule

Reciprocity and gratitude are of great importance in society, as is altruism itself, which socially pays off. Each of us was taught to say “thank you” and that “it is not right” not to help someone who had done something good for us before. We feel a huge disappointment when someone does not repay us for previous favors and the other way round – we feel obliged to repay for favors.

We look badly at people who, for example, receive something good, but do not show adequate gratitude. We do not want to identify with such attitudes, so we are ready for a big effort to reciprocate for the help we have received.

That’s why people like each other’s pictures, they mean those who marked them before, etc.

This principle – because it is very strong in us – is widely used in marketing. An example would be giving free samples of the product in the expectation that such a gift would encourage you to buy more or trying out some equipment for free (e.g. long ago you could use the Internet for 3 months for free and hardly anyone after that time decided to return the equipment. In this case, not only the matter of gratitude, but also … habits worked.)

Use this rule also in your marketing activities. Free e-books, reports, trendbooks, publications, tool lists, etc. are of great value in the eyes of the recipients. This may encourage them to buy your product, subscribe to the mailing list, like your profile on social media or share your information.

We compare ourselves with others

A company that produced utility software wanted to encourage people to reduce energy consumption at home. Therefore, selected residents received letters saying: “your neighbors reduce energy consumption”, followed by a comparison of figures for energy consumption in the area.

The information presented in this form was met with a vivid reaction. When residents learned that 77% of their neighbors turned off air conditioning, they did the same. As a result, energy consumption in the districts has changed noticeably.

This way of communication brought much better results than typical slogans like “save energy to save money”.

Comparing yourself to others is also linked to the phenomenon of social proof, according to which our position on selected people, issues, etc. is governed by the reaction of the majority. But how to use this knowledge?

User-generated content is a great way to show your target audience what others are saying about your brand. Positive comments and reviews published by your clients are examples of social proof working in your favor.

In addition, another study showed that 76% of customers consider the opinions and reviews of ordinary people to be more reliable than the advertisements of the brands themselves. Theoretically, every marketer knows this, but not everyone emphasizes it strongly enough in advertising.

Summary

You don’t have to be a professional psychologist to understand people’s behavior on social media. Remembering the facts discussed here, you will definitely be able to better engage your target group and gain customers in social media. It is also worth seeking knowledge in professional literature that agile combines the issue of marketing and “imprinted” human behavior.

What is the Nofollow update from March 1, 2020?

The change will affect the indexing of nofollow links. Earlier, Google treated nofollow links only as a mark, so these links did not crawl. In other words, they were not taken into account by the search engine algorithm. This changes on March 1, 2020. From March 1, Google will treat nofollow links as a crawl guide.

Nofollow links policy

Some website owners have used nofollow links to prevent indexing of given pages. Typical pages linked to nofollow can be links to user profiles, links to login pages, links to various sections of the website, or links to external (e.g. sponsored) pages. Using nofollow to block Google from indexing pages has never been a good practice. There are more reliable ways to prevent page indexing (e.g. by adding a meta tag noindex to your HTML).

Will the Nofollow update affect my site ranking?

It is difficult to predict how the update of nofollow link indexing will affect the ranking. This may depend on which Google pages will index. Google can configure the rules for selecting pages to be indexed and not. It has not yet been determined whether Google will decide not to index low quality pages.

How to prepare a website for nofollow update?

A. Read the Nofollow update.
Check what changes Google requires. If the rankings or traffic on your site begins to change, please report this problem to the person managing the website or the website positioning specialist.

B. Analyze the nofollow links on your website.
Incorrect implementation of nofollow can lead to unintended consequences. Check how nofollow links are used on your website and decide if it’s time to remove them and go to the noindex meta robots or to assign them the right attributes.

Google Image Search – how does it work?

You can search the image on your computer in 4 ways! Below is a small instruction on how to do it.

The first and easiest way, however, available only to Google Chrome owners. All you have to do is click the right mouse button on the selected graphic and select the “Search image on Google” option while browsing the website. After clicking you will be taken to the results.

By entering Google Graphics we have two very similar options. First, we can upload the image from our folder on the computer. In response, we get websites and similar photos. In addition, the results include information about the size of the photo and other available sizes, as well as about visually similar graphics (having e.g. similar elements, composition or colors). There is also a keyword after which we can find a similar search.

We also have a second and third, very similar option to the previous one., very similar option to the previous one. Just in Google Graphics drag the selected photo from the folder on our computer or drag the image from any browser window.

The fourth method is to search the image by pasting the url address where the graphic is located. So if you find graphics posted on the website, all you have to do is right-click the “copy link address” option and paste it into Google Graphics.

What to do when image search does not work?

If photo search does not work, first of all make sure you are using Google search. Then check if you have the option to use Google Chrome. It is with the use of this browser that you have the most image search options and it should be the simplest on it. As we wrote earlier, the first option “search image on Google” after clicking the right button is only available for Google browser. However, the Safari and Firefox browsers also have image search options.

How do you find a similar image in Google Graphics?

By uploading the photo to Google Graphics the results will appear after a while. No matter which photo search method you use, these results will always look the same. There will be links to websites where you will find a given photo and suggestions for similar graphics. Google also suggests the keyword that is most related to the uploaded image. It happens, however, that with lower quality photos, the system does not recognize the elements and suggests words that do not correlate with the photo.

What to watch out for when downloading a graphic with a sophisticated image? – About graphics for commercial use.

Searching for a similar image may be useful when, for example, you find interesting graphics on a page that is not yours, but you would like to place a similar one on your blog or website. Remember, however, to always check exactly where the photo comes from and whether you have the right to publish it. To see photos that are published and can be used for commercial purposes, use the filter: advanced search. Three options will appear here:

– graphics for free use or sharing
– graphics for use, sharing or modification
– graphics for commercial use – these are the ones that you can easily put on your blog or use in publications.

When searching for images, it’s important to remember about their size and resolution. If you are going to use graphics on your website, make sure that it is saved correctly. Name it and put it in a folder on your computer. Images downloaded from Google very often have names that are limited, e.g. only to a set of numbers, and this will not affect positively e.g. the positioning of this graphic. Also pay attention to image quality and resolution. If you intend to use a photo, e.g. for publication on a blog or social media, check which dimensions will work best.

How are graphics added to Google and how do they affect website positioning?

It is not possible to add graphics directly to Google Graphics. All photos or images appear there after uploading to the website. The fact that a given image will appear higher or lower in searches depends largely on the positioning of the graphics, i.e. the aspects we described above. So if you want your image to be included in the search, take care of its quality and to describe it properly, using, among others, titles, captions, file names and adding text. Graphic positioning will also be affected by the website itself, where you will place it. If you care about valuable traffic that will flow from this graphic, please include its structural data in the description, i.e. Product, Film, Recipe. It often happens that we upload the image to the site without having a clue how important it is for our website and how many positive changes its quality and appropriate description can bring. So, before you upload a photo, read the Google tips!

Marketing definitions – what is marketing?

Marketing is a concept that is defined in different ways:
– according to the American Marketing Association (AMA), all activities aimed at creating, communicating and providing products of value to the client and partners;
-Philip Kotler and Kevin Lane Keller define marketing as activities that involve recognizing and meeting human needs.
– There is still, among others managerial definition of marketing, according to which conducting specific activities is aimed at increasing the sale of certain goods.

Types of Marketing

Marketing is a very broad term, so several types can be distinguished. Some of them are the fruit of modern times – they were created as a result of the spread of the Internet.

1. Internet marketing (e-marketing)
Is currently one of the most popular types. These are all activities that take into account the development of a strategy for placing a product on the market, its promotion. In this way, you can increase the company’s visibility on the web, including via the website.

2. Personnel marketing
It covers the activities of the company, whose goal is to build and maintain the image of a friendly, attractive and responsible company.

3. Sensory marketing
Sensory marketing is defined as activities that engage all the senses of potential customers. In this way, they can evoke appropriate associations and reactions that contribute to increasing brand awareness. One of the forms of sensory marketing is fragrance marketing. It consists in flavoring the rooms in order to create a pleasant atmosphere, e.g. at the point of sale or customer service point.

4. Sports marketing
These are activities aimed at promoting specific products, e.g. through sport sponsorship (e.g. sports teams, leagues, athletes).

5. Word of mouth marketing
This concept covers activities through which marketing information is to reach a potential customer. The channel of communication is usually a direct discussion. Whisper marketing is inherently associated with so-called buzz marketing. It means provoking discussion among consumers about the subject of the marketing campaign.

6. mobiles marketing
These are activities that use many tools, e.g. SMS ads, SMS surveys, MMS etc.

These forms of marketing are really the tip of the iceberg and do not exhaust the subject in any way. It should also be remembered that each of them still has its own branches and it is difficult to find a specialist who has done well in several at once. Therefore, the form of marketing that we choose should be closely related to the group of recipients of our products or services.

Internet marketing – “to be or not to be” of modern companies Although marketing has many names, it is Internet marketing that is the foundation of conducted activities. It is one of the fastest growing branches of marketing – due to the fact that many potential customers can be found online.

The main purpose of Internet marketing is to increase the visibility of the company on the Internet. Activities focus on building and consolidating the brand – recipient relationship. It is a bond in which the role of a potential customer is much greater compared to classic marketing. Here, the client ceases to be just a passive recipient of messages. Can conduct a dialogue with the brand and respond to specific marketing activities.

When it comes to internet marketing, many of the techniques and tools used can be mentioned. The most popular are:

– website positioning,
– Google Ads,
– mailing campaigns,
– content marketing,
– viral marketing,
– remarketing,
– video marketing,
– social media marketing,
– influnecer marketing.

It is worth emphasizing that internet marketing activities should be carried out on a multifaceted basis. Only then will they increase the chance of achieving satisfactory results that will bring them closer to achieving their business goals.

Marketing is not just sales …

Although marketing is associated with sales activities, its role is much broader. It also includes, among others: communication and market knowledge, analysis of conducted activities, preparation and implementation of specific strategies.

Restricting only to sales will not bring long-term effects. Here, you need a carefully thought-out strategy that includes a wide variety of activities carried out using a variety of techniques and tools.

What determines the effectiveness of marketing activities?

There is no universal recipe that would make marketing activities 100% effective. Efficiency depends on many factors, among which an important role is played by, among others:

– strategy developed,
– tools used,
– creation,
– matching to the target group,
– selection of channels building relationships with recipients.

It should be emphasized that marketing activities cannot be carried out intuitively. In this area, first of all, numbers count, so it is necessary to regularly measure the effectiveness of marketing. It is worth noting, among others on aspects such as:

– range,
– reactions,
– impact length,
– media quality,
– method of collecting the carried out action.

Return on investment (ROI) is also a fairly reliable indicator. It helps to estimate the ratio of profits to incurred advertising costs.

Classic or internet marketing?

It is difficult to answer this question unequivocally, because a lot depends on the specifics of the company. The advantage of internet marketing is certainly the much wider range and much better adaptation to the needs and expectations of a particular customer (so-called personalized marketing).

If you have the opportunity, combine classic and internet marketing activities. Thanks to this, you will increase the chance of achieving the assumed goal – in line with the developed strategy.

Americans are one of the busiest nations and for some life goes on to the rhythm of 12-hour work, short free time and sleep. Leading such a lifestyle, it is very difficult to find time to read long advertising texts, carefully study the benefits of products or learn about the detailed history of the company. You should also take into account the fact that youtube is the second largest internet search engine in the world, and many people looking for information or advice, will choose video-guides rather than long blocks of texts. Among others That is why it is worth thinking about video content marketing strategy, which can bring a real increase in company profits and greater recognition.

Video content marketing – where to start?

Similarly to traditional text advertising forms, video content marketing is used to promote the brand, create a coherent image of the company and products, and engage the recipients appropriately. However, visual materials have the advantage over “Gutenberg’s invention” that they are much easier to code in the minds of buyers and can be shared freely. Marketing videos can also stimulate customers to create their own materials, which will tie them to a particular brand more. Video marketing content should not be identified with advertising spots, which since the 1940s began to appear on television and from the beginning had to use the abbreviation due to high antenna prices.

This type of online marketing can afford to play with form or longer materials (although the internet also likes speed – according to research, recipients believe that the perfect instructional video should have about a minute). He can also take various formulas – from an interesting story about the company’s beginnings, through the so-called testimonials and ending with interesting reports. Thanks to such activities, you can escape from the marketing cliché and establish a positive relationship with the client – when an advertising film is published on Youtube, it can be rated, commented and shared, which promotes interaction with the recipients.

How much does video content marketing cost?

To attract customers thanks to video marketing, you need to spend more money than is the case with written forms of promotion, which are ordered for a small amount of money in content agencies. Of course, you can try to run an effective video marketing campaign yourself – but you’ll need the right ideas, scripts, equipment, actors and a lot of free time. Ordering an interactive agency film strategy is not cheap, but the game is worth the candle, because 74% of customers reveal that they once made a purchase after watching the video materials published by the company.

Types of advertising video materials

Video content marketing is developing so rapidly that it has already acquired its own genres. The most popular of them are:

Tutorials – Many private Youtube users decide to share their knowledge by recording tutorial videos from their favorite areas. Some gentlemen talk about how to lay tiles, some ladies give advice on makeup or fashion. Your company can also share with the recipients various video guides related to your industry. By giving the customer something of their own, the image of his brand warms up.

Testimonials – this type of advertising video material invites its real customers who are already kind of lovers of your brand. An honest story about your relationship with a given product or service and about the life changes that have been made thanks to them makes an impression on the recipients. If such material is implemented in an unpretentious way, it is easy to convince new customers thanks to it.

Funny / emotional movies – nothing draws the attention of the recipients like emotional and humorous advertising materials. Such movies can be very short and good, as if they were an incentive for the recipients to create their own materials. With a little luck, you can create a low-cost series that will be viral.

Reportages – this type of video content marketing activity requires a lot of investment and is intended for larger companies. In this type of materials, a scrap of reality associated with the brand is selected and the reportage is based on it. It does not display the strength of its company’s assets or products, but shows an interesting history of a man, place or phenomenon, talking about his brand only casually. Recipients respect content that is not just a marketing shell.

Summary

Research clearly shows how much internet users are focused on receiving video materials and content marketing texts are less important to them. In order to increase the recognition of your brand and the number of visits to the company website, it is worth investing in effective video content marketing.