Google Discovery Ads – emission places

Discovery Ads has a reach of 3 billion Internet users. At the same time, however, this format allows for a very precise selection of the target group – we can target audiences with specific behaviors and demographic characteristics, interests, but also the lists of recipients we have created. Users can see our ads during their daily activities on the Internet, thanks to which information about the product or service reaches them at every stage of the shopping path. Google Discovery Ads appears in places such as:

– Discover cards – these are cards in the browser in which Google displays personalized news to the user, tailored to his interests, based on previous activity on the Internet,
– in Gmail – Discovery Ads replaced traditional advertising in Gmail. Currently, it is only possible to use them to display the promoted content to the recipients in the “Offers” and “Communities” tabs,
– on YouTube – on the platform’s home page or in the “Worth Watching” section.

In Google Discovery Ads, the system automatically selects the best display places for a specific advertisement. It also adjusts the rates for it and adjusts its size to the place of broadcast and the size of the device on which it appears.

What does Google Discovery Ads include?

Discovery Ads, as we have already mentioned, is a type of creative in which the system itself assembles an advertisement from the available elements. Therefore, before launching this type of campaign, appropriate resources must be provided to the system. These are:
– headings – up to 5 titles, each for no more than 40 characters,
– descriptions – a brief introduction of the product or service and the benefits of its purchase. You can add 5 descriptions, each for a maximum of 90 characters,
– company name,
– company logo,
– images in horizontal rectangle and square format. There can be a maximum of 15 of them,
– final URL – address of the subpage to which the user will be directed after clicking the ad,
– CTA – Call to Action. Select them from the list offered by the system.

It is not necessary to use all the available images, headlines or ad text, but it is worth remembering that the more resources you share, the greater the chance that the system will find effective connections for a given audience.

Images in these types of ads can be displayed in different ways, so it’s best not to include logos or subtitles in them. These elements will be borrowed from other resources that we will upload to the campaign builder. It’s also a good idea to make sure that all your headlines, descriptions, and images match each other. We do not know in which configurations they will be displayed, so make sure that they create a coherent message together wherever possible.

Automatic Discovery campaigns – what do they give and what they take away?

Google Discovery Ads, as a campaign type optimized almost exclusively by self-learning algorithms, does not allow the use of some functions known from other Google Ads formats. Such campaigns may not, among other things, target placements or devices, limit the number of impressions for a given audience, or exclude inappropriate contexts. However, do these limitations make us a waste of the budget? On the contrary, the system is already so efficient that it does not display advertisements in inappropriate contexts that threaten the brand or bombard the recipient with the same advertisement dozens of times a day. What’s more, he has so much information about the behavior and preferences of recipients that he can almost always choose display parameters much better than a human.

In addition, Discovery Ads provide the option of automatic ad targeting – after enabling this option, the system itself extends the group of recipients with new ones who will most likely be willing to take advantage of the offer. Enabling this type of targeting isn’t mandatory, but it can often benefit you, especially if your ad has been online long enough to exhaust the potential of remarketing lists.

Discovery Ads – why is it worth it?

– wide range of advertising – Discovery campaigns can potentially reach billions of people around the world, in various places on the web,
– precise targeting – this format offers many options for selecting target groups, including the possibility of targeting non-standard recipient lists and automatic targeting, thanks to which you can reach new, promising recipients,
– modern multimedia format – Discovery Ads are advertisements tailored to the needs of today’s recipient. They do not have strictly defined content, adapt to the size of the device and the place of display, and display a given product or service just when the user is looking for it,
– maximum use of the budget – thanks to intelligent bidding, the system can manage the budget precisely. This, in combination with a well-selected group of recipients, prevents the budget from being burned out,
– saving time – the system automatically optimizes the campaign, so we do not have to waste time manually changing the settings. Of course, this does not exempt us from overseeing the campaign and monitoring its results.

Google Discovery Ads is an ad type that is definitely worth exploring. It is an excellent complement to other formats, such as responsive advertising on the search network, advertising on Google Display Network or YouTube Ads. If you want to use this type of campaign to promote your brand, see our offer subpage.

– SEO Marketing is a process whose goal is to constantly increase the position of a website in the search engine.
– It is a good solution for both service websites and online stores. However, your SEO strategy will be different in each of these cases.
– SEO Marketing is the cheapest method of acquiring customers on the Internet in the long term.

SEO Marketing – What is it?

SEO Marketing is a process of taking planned actions, thanks to which a given website will be found more effectively in the search engine, i.e. it will achieve better positions for specific phrases. As a result of SEO activities, pages become more visible to web crawlers.

We divide SEO optimization into two basic areas
– technical – we can mention here, among others code optimization, speed of the website, fixing errors, etc.,
– content – here we distinguish, for example, expanding the text content, optimizing headings, etc.

SEO should be an ethical and fair process, both for competition and website users, and thus follow Google’s guidelines for webmasters. For example, obtaining artificial links and automatic linking are inappropriate, which unnaturally inflate the position of websites in search engines. SEO should, however, include link building activities aimed at acquiring links from other websites. Thanks to links, the promoted website is more often visited by search engine robots and rated higher than the competition’s websites.

SEO Marketing is therefore a combination of optimization activities and page linking. Both of these activities should be carried out in a consistent manner. When designing a strategy as part of the SEO Marketing service, it is always worth considering the benefits and needs of the user, business goals and taking into account the operation of algorithms and additional guidelines.

SEO Marketing – What does it consist of?

SEO marketing involves a comprehensive approach to website visibility in search results. SEO and link building are part of a broad spectrum of activities. Apart from them, the scope of optimization activities also includes monitoring and eliminating potential threats to the effects of positioning as well as searching for and implementing beneficial solutions.

More than half of the work on the success of most positioned websites is spent on analyzing, preparing and implementing optimization changes on the websites. Linking complements thoughtful optimization.

On-site activities – these are all activities that we conduct within our website, i.e. technical optimization of the website, content enrichment, internal linking.

Off-site activities –  include linking the website from external websites (back-end, blogs, internet forums, sponsored articles, taking over domains).

SEO Marketing – Who Is It For?

Both local and regional businesses advertising their services through their website and owners of online stores can benefit from SEO Marketing activities. SEO Marketing allows them to gain an advantage over the competition by appearing higher in search results. What’s more, it also allows you to gain the trust of customers and strengthen the effectiveness of other marketing activities, such as Google Ads campaigns, advertising in social media or offline marketing. How can particular types of businesses benefit from SEO Marketing?

– Service companies running their local businesses. Such companies are mainly interested in positioning on local phrases in order to attract new customers from their regions, for example by entering search queries “Las Vegas hairdresser”, “London plumber”, “Manila tailor”. It will be especially important for these companies to get traffic from searches in the areas where they operate.

– Online stores that expect long-term results and want to get high positions in search results, both for branded, non-branded and long-tail phrases. These are companies that cover much larger areas, often operating throughout the country. Positioning for local phrases does not fulfill its function here. Often the keywords here are more specific and unique, as well as more elaborate.

How to measure the effects in SEO marketing?

The effectiveness of SEO Marketing activities depends on the market environment and changing Google algorithms. Therefore, it is important that conducting SEO work is a long-term process that is monitored on an ongoing basis. Constant factors, independent of market conditions and changes in algorithms, also work for their effectiveness.

The constant factors influencing the effectiveness of SEO Marketing include:
– activities related to the posted content (texts on the website, guides, articles);
– implementation of new pages, subpages or products;
– site redevelopment or relocations;
– supporting and complementary advertising activities.

When developing an SEO strategy, it is also worth planning the method of evalsuating the results of work and analyzing periodic control reports on the basis of which you can objectively assess the implemented and supervised activities. The guarantee of the effectiveness of SEO work is the continuity of optimization processes and consistent rationalization of all necessary areas related to the operation of the website.

The effectiveness of SEO Marketing will be determined, among others, by previously established KPIs (Key Performance Indicators). The most frequently used KPIs in the case of SEO are, for example:
– Increase in website traffic in a given period by the assumed number of unique users;
– Increase in the number of brand phrases in TOP100, TOP50, TOP10 and TOP3;
– Increase in the number of non-brand phrases in TOP100, TOP50, TOP10 and TOP3;
– Ultimately, an increase in conversions (sales of specific products, inquiries, complex contact forms, material downloads, etc.) from organic traffic;

How long do you have to wait for the effects?

There is no clear answer to the question of when we will see the first effects of SEO activities. Most specialists will tell you that it depends on many factors, including those described above. However, we can assume that for websites or online stores that have never used any SEO techniques before and have not undertaken optimization, the website should notice an increase in the first 6 months. Very often, it is enough to implement the first recommendations from an SEO specialist to see how they will positively affect, for example, the reception of the website by users, and thus also on web robots.

Starting a cooperation in the field of positioning is associated with relatively high initial costs and no return on investment in a short time. However, with the following months, the position of positioned phrases increases, which translates into an increase in traffic on the website. As a result, the number of clients acquired through positioning is increasing.

In the case of websites with an established position, which were previously positioned and optimized, we can achieve the first significant increases based on a long-term strategy. As an example, we can take the website of one of our clients, who, thanks to the compilation of SEO Marketing activities, increased the traffic on the website by 394% in 3 years. Importantly, when assessing the effectiveness of positioning activities, we should also take into account, among others, whether the given increases are relatively constant, and the revenues and other KPIs that we achieve also go up.

What does the cooperation with an agency look like in terms of SEO Marketing activities?

When deciding to entrust SEO Marketing activities to an agency, it is worth realizing the need to implement all the proposals and changes signaled during positioning. The knowledge of the positioner is supported by extensive experience, and the priority in his work is to propose changes to the client that will bring measurable, i.e. the best results. Cooperation between two entities whose common interest is the best possible website optimization effect is effective only when the positioner can count on the client’s trust in the area of website rationalization activities.

What if the proposed changes cannot be implemented?

If, in any case, the introduction of changes will be difficult due to, for example, emerging restrictions resulting from insufficient functionality of the website engine, it may be recommended to change the software responsible for the operation of the website. Each case is considered individually, and major changes that require website preparation and planning positioning and optimization activities are always agreed with the client.

During the SEO cooperation, changes to the website are being worked and implemented all the time, subsequent errors are eliminated and less important elements of the website are optimized. It is worth noting, once again, that website optimization is a continuous process. After introducing changes, the actions are analyzed and how they influenced the visibility of the website in the search results. Based on the conclusions drawn, subsequent stages of optimization are carried out.

The latest trends in SEO Marketing

Website positioning itself is a term that has been known for many years, and many companies have invested in its activities. However, it is impossible to notice certain trends that have more or less affected the environment and practice of SEO specialists.

User Experience

In recent years, we have been talking more and more often about users, including their experience on the website (UX – user experience) and how important they are also in terms of website positioning and optimization. Why is it so important? Why does SEO Marketing have to consider UX?

The website is now a powerful advertising tool on the web. You may be tempted to say that “if your business does not have a website, it does not exist”. The website is a showcase of the company on the web, presents the offer, portfolio and enables direct contact with your company. Therefore, website designs are more and more advanced, they allow you to place high-quality images, quick payment methods or the presentation of thousands of products. In order for all the amenities to really benefit users and make the company achieve better results, it is worthwhile to adapt them to the needs of potential customers.

SEO Marketing must also take these guidelines into account. Therefore, when setting an SEO strategy for a given business, it is also worth bearing in mind the aspect:
– visual – related to the ease of reading messages by the user, the simplicity of navigation on the website and its readability.
– user-friendly – including the page loading speed and its adaptation to various devices (mobiles, tablet, desktop), having a simple purchase and payment process.
– business – the overriding goal is to sell / attract more customers. The pages should therefore contain a clear CTA (call-to-action), the possibility of contact, customer service chat window, etc.

User intention

Therefore, more and more attention is paid to adjusting SEO activities to the user’s intentions. Google understands better and better what the user means when typing a given phrase and what search results he expects. If it is possible to give him a simple solution in TOP3 or TOP10, this page will be there. No matter how much we saturate our content with keywords. It will be important for the algorithm whether they are really valuable from the user’s point of view and whether he received an answer to his query after entering our website.

Discrepancies in the analysis of the number of clicks and user sessions

The first differences between Google Analytics statistics and Facebook statistics can already be seen in the method of counting clicks and user sessions. So let’s start by explaining these concepts.

– A click is a parameter that sums up all users’ reactions to a given ad. So if you click the ad once and then click again, Analytics counts that as two interactions with the ad.
– The session, in turn, shows how many users clicked on the ad. Two or more clicks of the same user will be considered by the system as one session, provided that they occur within a 30-minute time window. Only when the time interval between clicks is greater, will the actions be considered as two separate sessions.

Up to this point, everything is quite simple and it would seem that there is no room for discrepancies in the counts here. And yet. Because when can you start counting users who actually reacted to the ad? Google Analytics claims that only when the user is on the page to which the ad is referring him. After all, he might have clicked the ad by accident and stopped loading or closed the tab in the browser before the landing page was fully loaded, and this is hardly an ad success. Therefore, such “incomplete” transitions are not counted in the Google Analytics system.

Facebook, on the other hand, will record each click, i.e. the user’s interaction with the ad, even if the recipient does not fully see the landing page or does not go beyond the Facebook platform at all. It is true that in the Facebook Ads Manager you can measure not only all clicks, but also clicks on links that lead beyond the platform – to the advertiser’s website. However, the Facebook system will also count those clicks that did not fully load the landing page. What is the conclusion of this? The number of clicks reported in the Facebook Ads Manager may be greater than the one we see in Google Analytics.

Tracking users between devices

Analytics is therefore much more accurate when it comes to counting sessions and clicks on a single device level. What about the situation when the user is using different devices and clicks on the ad, for example, first on the phones and then on the computer? Here, Facebook is much better at counting. This is because in order to use Facebook and thus click any advertisement there, the user must be logged in to his account. Most users use the same account on all devices, so Facebook’s algorithm has no problem distinguishing when it is dealing with the same user and when not.

In Google Analytics, the default data collection is based on cookies, and these are assigned to a specific device. Hence, each change of the device by the user qualifies him as a new person.

What does this mean in practice?

If the recipient first clicks on the ad on their phones and then reacts to it again on their computer, Google Analytics will register the ad as two separate users from different traffic sources. On the other hand, Facebook, if the recipient is logged into the same account on both of these devices, will recognize him as the same person.

Differences in attribution models

Conversion may be preceded by a variety of user actions. This means that before he or she fulfills our goal, e.g. buys an item in an online store, he may deal with the website in various ways. Let’s see it with an example. The user sees an ad for shoes from your Facebook store. He clicks it, looks at the shoes, but decides not to shop. After a few days, he decides that he needs shoes and enters a query to the Google search engine, for which he will receive an advertisement in the search engine with a link to your website. He clicks on the link, looks at the same shoes again, but decides to ask his wife for opinion before buying. In the evening, he will enter the search query again, but will not click the sponsored link, but choose an organic result, and this time he will buy shoes.

So to which interaction with the website can this purchase be attributed? Did the first contact with the offer, i.e. Facebook advertising, decide that the user has performed the assumed conversion? Or maybe the user did not remember it anymore when he searched for shoes in the search engine? So then the sponsored link would make it hit your store and make a purchase there. But after all, he did not buy shoes by entering the site through an advertising link, but through an organic result, so maybe he should be “responsible” for the conversion? On the other hand, there is a chance that the user initially had no plans to buy shoes and it was only advertising on Facebook that awakened this need in him. In this situation, the first ad would do its part to persuade him to buy.

The questions are constantly multiplying and it is not easy to find an unambiguous answer to them. Therefore, individual analytical tools may adopt different methods of calculating ad effectiveness, i.e. they have different attribution models. We will now show you what it looks like in the case of the Facebook Ad Manager and Google Analytics.

Facebook Ads Manager – attribution model

If the user makes a conversion on the page within 7 days from clicking on the ad, Facebook Ads will assign it to his ad (of course, if we have a well-configured FB pixel). The same will happen if the recipient meets the target within one day of being shown the ad. It is true that the user could later have contact with ads in other channels, but Facebook will attribute this success to itself anyway. This is currently the default attribution model for this channel and may be objectionable but legitimate. Facebook is not a strictly sales channel, so the task of advertising on this platform is to arouse the user’s desire to buy. So even if an advertisement did not lead to a purchase, but sowed a seed in the user’s mind, which then germinated and gave fruit, it is also a merit of advertising on Facebook.

For example, the recipient might want to compare prices with competitors before buying, or look for opinions about the presented product in order to finally go directly to the company’s website. However, he found it through an ad on Facebook, so the system rightly recognizes its participation in such a conversion. In addition, the Facebook system is not able to control whether the user was later exposed to ads created by other systems, so the assumption that the Facebook Ads campaign influenced the recipient’s decision is the best way to count conversions.

However, is it reliable? Unfortunately not. For this system, clicking an ad is not synonymous with loading the landing page, as we have already written about above. It’s even more difficult when counting views. Facebook’s algorithms take into account whether the advertisement was displayed to the user, but they do not measure the time that the advertisement was visible on the user’s screen. So it may turn out that yes, it appeared on the page, but it was scrolled so quickly that the user did not have a chance to even notice it, let alone read its content. Nevertheless, if the user subsequently performs a conversion within a certain period of time, Facebook counts the conversion as obtained from its ad.

Google Analytics attribution models

By default, Google Analytics uses a different attribution model – the last indirect input is counted as the one that decided to convert. What is an indirect input? Simply put, it can be any way to enter a website, except for directly typing its address in the browser bar. So if, for example, a user clicks on a Google Ads ad, but does not buy anything, and then enters the page by typing its address into the browser and converts on the page, Google Ads will receive the credit for it. Comparing this counting system with the Facebook system, it is easy to notice that the results of Facebook Ads campaigns in Analytics may be weaker than in Facebook statistics.

However, Google Analytics also offers other attribution models, and changing the default settings can significantly change the results presented by this tool. We can choose models such as:

– Last interaction – then the system assigns all credit for the conversion to the channel that the user used immediately before the conversion. This setting makes sense when your ad is targeting people who are determined to buy, not those at an earlier point in the funnel.
– Last Google Ads Click – All 100% “responsibility” for the conversion is attributed to the last ad displayed by the Google Ads system that the recipient clicked before converting. It is worth using this model only when you want to compare the effectiveness of Google Ads. Does not apply to statistics for Facebook ads.
– First Interaction – In this model, Analytics considers all credit for conversion to go to the channel where the user first encountered our site. It can be used in this case when we want to build brand awareness with advertising.
– Linear – considers 1 conversion = 100% and grants equal percentage of share to all channels through which the user came into contact with the page. So if he first saw an ad on Facebook, then clicked a sponsored Google Ads link and made a purchase, he will attribute 50% of the value of this conversion to Facebook Ads, and the other 50% to Google Ads. It is best to use this model when each user contact with the website is important to us.
– Timing – assigns different conversion shares to channels, depending on how many days before the conversion was done by the user. The closer the contact with a given channel is in time, the more important that channel is.
– Including items – this model also divides the share between channels that are on the purchasing path, but does not take time into account. Most often, in this model, 40% of the conversion value of the first interaction is assigned, 40% of the last interaction, and the remaining 20% ​​is divided equally among the other channels on the purchasing path.

Google Analytics or Facebook Ads – which statistics should be taken into account?

Advertisers often try to unify the results obtained from both tools as much as possible. You can, for example, change the attribution in Facebook Ads so that conversions are counted only within 1 day of clicking on the ad. However, before taking such steps, it is worth analyzing your business and industry or tracking the average length of your audience’s conversion path. Sometimes it’s not necessarily about fixing the discrepancy, but about accepting that both Google Analytics and Facebook are complementary tools that can be used in parallel to better understand your business with web analytics and make better marketing decisions.

Let’s start with the basics, i.e. explain what a static website actually is. A static site is a very simple type of website that always loads as it was saved on the server. It is not equipped with a CMS system, thanks to which you could easily make changes within the site without any programming skills. It is completely saved in the file – including all texts – it can be said that the content is “rigidly” placed there.

The lack of a CMS, i.e. a friendly editor that allows you to add text, photos, videos, and even entire subpages, means that each change within the site requires interference with the code file, which makes modifications much more difficult for a user unfamiliar with programming languages. Accidentally deleting a command can completely change the look of the page, and it is impossible to edit the text without applying the appropriate lines of code for each bold or centering.

What advantages and disadvantages does a static website have?

A static website has many advantages that make it still the choice of entrepreneurs. The price is the first and probably important advantage of this solution for many people. Creating such a website is relatively easy for the developer and does not take much time, which translates into a lower cost of such an order.

One of the most valuable advantages of static websites, however, is their loading speed. These types of websites load quickly, which translates into user satisfaction and a good rating of web robots, for which loading time is one of the factors influencing the overall rating of the website. However, choosing a dynamic website does not always have to mean long loading times – this is where cache systems come to our aid.

The big advantage of static pages over dynamic pages is the security they provide. They do not have a CMS or plug-ins that can potentially be a source of threats, so they enjoy a lot of trust among entrepreneurs who focus on protecting their customers.

If we focus on a simple, small website, a static website is a better solution than one created with the help of WIX wizards. The latter are easier to edit, but they offer very limited optimization possibilities, so from the SEO point of view, they are a worse solution than static pages.

The disadvantage of this solution is that, as we have already mentioned, static pages do not have a CMS, so each change requires interference in the code. In addition, it cannot be denied that a static page has fewer functions than a dynamic one.

Static page and dynamic page – differences

As already mentioned, a static page is a file that contains all of the website’s code and all its content. A dynamic page, in turn, requires a connection to a database in which texts, images, videos and other elements that constitute the content visible to the user are placed. Therefore, when the viewer enters the static side, he gets something like a ready-made image, a fixed composition drawn from one place. In the case of the dynamic version, we serve him a page that must be re-created in a way – that is, “composed” of individual elements. Of course, the process is so fast that with the proper implementation of the project, the user has no idea what type of website he is dealing with. The fact is, however, that a static page will load a little faster than a dynamic site.

So should we always choose a static page in pursuit of the best loading speed? Not necessarily. If the website is extensive, has a blog or news section, a dynamic CMS page is often the better choice. Of course, you can run a blog or news on a static website, but due to the lack of a CMS, it can be difficult for beginners.

Who is the static website for?

A static website works best as an electronic business card with basic information about the business, contact details, etc. These types of websites rarely need to be updated and do not need advanced features, so in this case we can afford a static page even if we can’t make changes to the code. You can decide on such a page, for example, when:
– we run a stationary store and we only want to mark our presence on the Internet,
– we have a service business such as a beauty or hairdressing salon, dentist’s office, etc. and we provide services only at our headquarters,
– as part of our business, we provide services only to the client, e.g. plumber, construction company,
– we create a website with the CV function.

However, the type of business you run should not be crucial when choosing. The most important criterion is whether we intend to edit the page frequently, and in the examples mentioned, as a rule, regular updates are not necessary. This does not mean, of course, that we cannot opt for a static page in other cases. As long as we know that a simple page with the most important information is enough for us, we do not have to invest in a more expensive dynamic site – a static site is enough for us.

Internet advertising is currently the best way to reach potential customers. It allows you to use many channels that can be tailored to your needs and expectations. Nothing prevents you from investing in several forms of Internet advertising at the same time – such a multifaceted approach may increase the chance of achieving sales success and allow you to optimize your activities.

SEO – a way to reach the top of the search engine

Advertising for an online store begins with the presence of a website in the search results. Statistics show that web users choose mainly those websites that are on the first page of the search engine, less often on the second. If the online store is located on other pages, it is practically non-existent. That is why it is so important to reach the top – preferably TOP 10.

SEO helps in achieving such effects – a number of activities related to the optimization and positioning of the website. The first step is to optimize the store, which includes, among others meta tags, category descriptions, product descriptions, content.

The key activity in positioning is providing valuable links – in line with the chosen strategy. It is also no less important to create a friendly structure of the website itself for Google’s web robots that index the page. Moreover, many positioners believe that content is of key importance – its high quality, intriguing content and responding to the needs of the customer group we are interested in. Such a thesis makes sense considering the fact that the foundation of the Google search engine is the fact that it feeds on content and responds well to content that is attractive to its users.

You can take care of website positioning yourself. However, since positioning takes a lot of time and training, many companies decide to entrust work on improving visibility in the search engine to specialized agencies or freelancers.

It is also worth bearing in mind that positioning is a long-term process and requires attention. Of course, situations in which the website climbs upwards are common (a lot depends on the budget and competitiveness), but more often you have to wait at least a few months for the results. A lot of companies, however, invest in positioning because in the long run it is the cheapest method of advertising their website and also increases the value of the website itself.

Google Ads – the perfect advertisement for an online store?

Positioning an online store is a long-term process, so you have to wait for the results. To speed up customer acquisition, you can opt for Google Ads – it’s a paid advertisement for an online store.

The most frequently chosen form of Google Ads are sponsored links. It is about displaying the ad above the organic results after the user enters certain phrases (and sometimes also under). By clicking on the link, the internet user will be redirected to the online store or website with the service offer.

The Google advertising platform also allows you to run campaigns on external websites. Advertising for the online store will appear in the form of banners which, after intriguing the Internet user, will transfer him to a given page. This is the so-called Google advertising network, which basically brings together all relevant websites or blogs.

The third option – especially eagerly chosen by online stores – is Google Shopping. It is a tool that allows you to promote specific products directly in the search engine. How does it look in practice? When the user enters the name of the product in the search engine, your store’s offer will be displayed in a special box – along with the price and photo.

Paraphrase-Online.com customers are more and more willing to invest higher and higher budgets there, which speaks for itself – businesses invest where it is most profitable.

Google Ads also allows you to run Youtube ads that replace traditional TV ads. They offer much cheaper reaching better defined groups. Thanks to them, you can also create very wide-reaching campaigns and still save a lot of funds compared to other forms of brand advertising.

Okay, why is Google Ads the most-chosen form of advertising on the Internet? And why is it considered to be basically perfect?

First of all, it allows you to target your audience very well. The better selected group, the more effectively invested funds. If you spend $ 100 in a wrong group, you can get, for example, one client. Similarly, $ 100 spent in a group potentially more interested may result in acquiring, for example, two or 3 customers, which will reduce the cost of acquiring a customer by 50 or 66% – each optimization change of this type allows therefore to allocate the budget more sensibly, and Google Ads thanks to detailed options to reach it allows it.

Second, Google Ads is measurable. You know exactly how much it cost you to acquire a given client and you know where he came from and what led him to do so. Thanks to the connection with Google Analytics, you can even know how he traveled the page to finally decide to buy.

The third feature that makes Google Ads so valued is the form of settlement – most often in the CPC model, i.e. per click. Therefore, you do not pay for the fact that someone saw your ad, but for the actual click and redirection to your website. Honest.

Advertising on Facebook

While there are many social networking sites out there, advertising for an online store on Facebook – especially in certain industries – is the most popular. Thanks to it you can:
– conduct image communication with recipients – this allows for building and maintaining long-term relationships,
– acquiring leads – obtaining data from potential clients,
– advertise products directly.

The basis is to create a fan page, but even the best and most interesting entries will not allow you to reach a wide group of potential customers. Paid campaigns, which are distinguished by considerable flexibility, can be of help.

You can choose from:
– sponsored posts,
– Messenger ads,
– remarketing banners.

An interesting option is the so-called collection (carousel) going to the main section of a potential customer. Thanks to it, it is possible to present many specific products. Among them, there are often those that a potential buyer was looking for.

Facebook is attractive to advertisers because, like Google Ads, it allows you to reach selected target groups, but also allows you to interact with users. Ultimately, it can engage more than Youtube.

Content marketing – for better recognition

Content marketing is marketing activities that focus on different content. This is not a typical advertisement for an online store, because it most often complements other promotional channels and, for example, is an important element in the process of website positioning.

The essence of content marketing is to provide valuable content – useful from the point of view of the recipient. These are most often expert articles published on external websites, but also articles published on the company’s blog.

Such activities help build a positive image and increase brand awareness. In addition, they help in obtaining valuable links, which is important in the context of positioning.

In fact, however, this is just the tip of the iceberg. When thinking about content, we must have a huge range of possibilities at the back of our heads that are not only based on content but also form. The task of the content department may therefore be to create webinars, guides, trendbooks, lookbooks, infographics, books for children and whatever your heart desires. Each form used should be adapted to the expectations of a given group.

Advertising for an online store – what to decide on?

It is difficult to clearly identify specific channels that allow to achieve the best advertising results. It all depends on many factors – including your expectations, the needs of potential customers, the way the campaign is run and the industry.

Remember that the effectiveness of advertising for an online store is influenced not only by the type of selected channel, but most of all:
– correct determination of the target group,
– precise specification of the purpose of the campaign,
– systematic monitoring of the results.

The last point is especially important, because based on the results achieved, you can modify the ads – so that they bring even better results. Constant control allows you to simultaneously increase / decrease financial outlays for specific channels.

Advertising campaign – alone or with support?

If you are just starting to carry out activities aimed at promoting your online store, it will be difficult for you to implement the campaign yourself. It is possible as long as you have the appropriate knowledge – it is crucial, among others to precisely define the target group or to correctly configure specific ads.

If you want to be sure that the money invested in specific channels will not be wasted, rely on the support of professionals. Experts in the field of internet marketing will choose the right tools to make the process of promoting your store on the Internet more efficient. This will increase the chances of achieving the assumed goal, e.g. increasing sales, building brand awareness, acquiring leads.

Keywords like bread crumbs

Google is the first stop in online searches – we enter the Google address almost automatically, both on mobiles phoness and when using desktop computers. The Google search engine is constantly changing, but the basis of its searches is still the word.

Keyword – a phrase consisting of one or more words, leading users to the materials they are looking for. In other words, “keywords” are used to describe all the terms that users enter into the search engine window.

In simple search engines, e.g. searches on store pages, the code fragment responsible for this element focuses on searching for a string of characters that creates a given phrase. More advanced search engines, such as Google, Bing or Yandex, use complex algorithms to deliver the best results. Search complexities are related to the amount of data processed by search engines that sort content from all over the Internet. In a situation where the results for even the most complex terms are displayed on several thousand pages, searching for a string and presenting the results in an alphabetical manner would not be very effective.

Keywords – types and varieties

Search engine marketing – in a nutshell – is based on selecting the right keywords and strategically placing them within the website. However, before we start looking for an answer to the question “how to find keywords” and move on to research, it is worth taking a look at the basic types of phrases that we will be looking for:

A. short-tail keywords – the so-called “general keywords”. These types of phrases consist of one or two words and are characterized by very high searchability, and thus – also by competition. Another special feature is their quite generality, which is rather not conducive to conversions – after all, it is difficult to find the skirt model of your dreams, guided only by the results related to the slogan “skirt”. It is similar with wildcard phrases – depending on the search context, the user’s goal may be completely different.

Short general phrases may seem attractive, but the cost of bringing the page to the top of the search results may not be worth the results – i.e. not translating into website traffic, contact or purchases.

B. long-tail keywords – a type of phrase that consists of at least three words. Characteristics? Less frequency of searches, but also – usually – less competition. Longer phrases are more specific and it is much easier to determine the purpose for which it was entered in the search engine. The phrase “red pleated midi skirt” allows you to define the specific features of the desired model – color, type of decorations and length.

Accurate definition of longer key phrases allows you to successfully target the needs of search engine users and significantly facilitate conversion. The cost of positioning long tail phrases will vary between industries – some are still undeveloped, and in others – competition is as fierce as it is on general phrases.

C. brand keywords – words related to the brand. These types of phrases usually contain all or part of your company name. Brand phrases also include entries containing a fragment of the website. If your company name is original, in most cases branded phrases will return results from your domain. In the event that the name of the activity has common features with the names of competitors, it is worth taking care of additional promotion and optimizing the website taking into account interesting brand phrases.

Note – positioning yourself on the name of the competition is not a good solution. In order for the optimization to be effective, it is necessary to place the selected brand phrase within the website, which may lead not only to information chaos and doubts on the part of potential customers, but also to unpleasantness on the part of the competition.

The above division of keywords is one of the most frequently used. It is not perfect – key phrases can be divided in several other ways, for example … according to the “use by date” – into “short-term” (fresh) and “evergreen”. The first one can certainly include phrases based on the current trend.

The ideal solution is to find keywords from each of the groups – this type of diversification allows you to reach various groups of recipients. Appearing various types of phrases in the search results also allows you to increase your reach and raise brand awareness. If the user has received satisfactory answers at the first contact with our brand, there is a chance that he will also choose our link on the next occasion.

How do you find the right keywords for your website?

He can search for keywords with the help of many available online tools. However, before we start using the available software, let’s take a moment to a less technical look at keyword research.

As in the case of setting up a website, when searching for keywords, it is worth defining the GOAL that guides our activities. If the purpose of creating the website was to sell, you should focus on the phrases under which customers will search for products. In a situation where the website is to strengthen our position as an expert in a given niche, the phrases we will focus on will allow us to present our knowledge on a given topic.

A website can simultaneously fulfill various types of purposes, e.g. sell products and be a source of industry advice. This is how DIY stores or bookstores that are also cultural portals. It is also worth remembering that the purpose of the website may change after several months or years of operation. Change is a constant element of running a business, and its intensity and frequency depends on the industry and users’ expectations.

The second important issue is the NICHE ANALYSIS. The analysis of industry activities on the Internet is as important for new businesses as for older ones that are just “entering the Internet”. Marketing online and engaging with customers are different from traditional marketing efforts and require a different set of skills and tools.

It is worth starting to analyze the Internet version of your industry on forums and groups associating people interested in our subject, e.g. on Facebook.

What to look for? It is worth taking a look at what people interested in our subject talk about, what questions are asked there (it’s also a great place to get inspiration for blog texts!) And what language they use. Research should also be supplemented with competition analysis – check how they communicate with customers on the website and on their social media profiles. Additional information may also be provided by reading the comments – in the case of unsuccessful ideas, users of social networks do not have problems with criticizing the actions taken by the company.

Defining the GOAL of our activities and finding out about effective methods in our NICHE will allow us to set the direction in which we should follow when searching for keywords. The preliminary analysis will make it easier to select the main keywords – terms with a greater degree of generality, which will be the basis for further keyword searches. By specifying this basis, it will be easier to use tools to help you find key phrases.

How do I find keywords? Choose your tools!

The correct selection of keywords is the basis for optimization and the entire process of website positioning. Focusing on the phrases that will convert is one of the elements of success that seo activities are aimed at. The tools available on the Internet will help you find words that will be consistent with your goal.

By using the previously specified keywords, we can expand our database of phrases with new related terms.

The Google search engine aims to provide its users with the best possible answers to the questions they are looking for. For this purpose, it uses, among others hints to help you formulate relevant queries.

Autocomplete is based on the popularity and similarity of the phrases entered by the user. The search engine puts a lot of emphasis on personalizing the content served to its users, hence some of the hints will be based on the search history on our account. More universal prompts will appear when using incognito mode.

Keyword suggestions are not the only way to find attractive phrases using search engine data.

KEYWORD PLANNER – the planner is a tool dedicated to Google Ads campaigns. However, you can successfully use it when searching for keywords for positioning. How to find keywords that will suit our needs?

Start by going to the keyword planner page and log in to your Google Account.

Do you remember your main keywords? Based on them, you can define subsequent phrases that will better reflect your business. When using the tool, remember to select the language and country to which you want to direct your services.

You should review your keyword ideas in terms of the number of searches. Note – the “competitiveness” of these phrases is counted for Google Ads, while searching for phrases for positioning, it is not necessary to include the data collected in this column.

How do I find… even more keywords?

The evolution of the keyword base for our website is inevitable, especially if we plan to further increase our visibility within the Google search engine. For this purpose, it is worth taking a look at the phrases on which our website ranks – i.e. the password under which users are displayed.

For this purpose, it is worth visiting the Google Search Console, the EFFECTIVENESS tab.

The data collected in GSC is especially useful when we want to squeeze as much as possible from pages that already exist and are included in the Google index. Perhaps these slogans include those that we did not take into account before, and which have a great potential to increase the number of users on our website? The tool shows us not only the average position of our website – after clicking on the password, we will also get the address of the subpage that ranks it and the type of device.

Additional information may also be provided by the analysis of the search terms – if we place one on our website. This type of data is successfully collected by Google Analytics.

And more and more and more… we don’t need any more

When searching for keywords, moderation and matching their quantity to the size of the website is essential. The amount of space in the key points of each subpage (title, headers) is limited, as is the possibility of processing information by network robots and the user.

When creating lists of key phrases, it is worth planning their placement in a way that allows for optimization in accordance with Google’s requirements, ie without stuffing keywords “by force”. The development of the keyword database does not have to be hampered by this – just take care of expanding the content layer through a blog or news section. In the case of stores, other tricks can also be used – for example, creating various types of unconventional product categories that can be decorated with occasional texts. And the rest … Your clients will tell you what they need – just watch them for a while!

How is this SEO Dictionary structured?

Very simple and clear! Like most dictionaries, terms are listed alphabetically. For each concept, we have added a short description explaining its meaning and application in practice. This dictionary contains the definitions of words known only to the greatest SEO specialists, and more commonly used phrases in the SEO industry. All this to make it easier for you to navigate this SEO world and make the conversation with the SEO specialist much more pleasant for both parties.

SEO Dictionary – A

Above the fold (ATF)
Part of a website that a user can see without scrolling. This is an important part, because it often makes decisions on whether to scroll down, click next or return to the search results. This is where content should be presented to encourage him to stay longer.

Some proven tips what should be in Above the fold?
– content that tells you exactly what you offer and what to expect when you move the mouse down,
– important content and messages for the visitor,
– landing pages should have here a call to action (CTA)

Absolute URL
Also Known As: Absolute link, Absolute Path
This link is used for internal linking and designates the absolute path to a file, HTML page, image, or other form of content that you want to link to on your site.
This link is used as part of the anchor tag and consists of a protocol, a domain name, possibly a subdirectory, and the name of a file, document, HTML page, image, etc.
The absolute URL is text enclosed in quotation marks.

A / B Testing
Tests carried out, for example, on the website or in campaign settings, aimed at comparing two variants and, based on the behavior of users, deciding which of them works better.

Accelerated mobiles Pages (AMP)
Websites built for mobiles requirements. AMP is an initiative that should be followed by companies that want to obtain high quality websites and the speed of its loading also on mobiles devices.

AdSense, Google AdSense
A Google advertising system that allows you to display text ads, banners or video ads on websites.

AI – artificial intelligence
AI are systems that mimic human intelligence when performing certain tasks. Based on the collected data and processed information, they improve their activities, very often providing more optimal choices or results than a human. Systems based on AI or machine learning can make many changes in a second, working 24 hours a day, thanks to which their use allows for better optimization of advertising campaigns or improvement of the quality of data provided by SEO tools.

AJAX
Asynchronous JavaScript and XML. This is a type of programming that allows a website to send and receive information from a server to dynamically change that page without reloading.

Algorithmic Penalty
The process of extinguishing your website in search results for certain keywords. They are relatively hard to spot if you don’t use an SEO specialist. In order to deal with the algorithmic penalty, any problems that may not be compliant with Google’s guidelines must be detected and repaired.

Algorithmic filter
Penalty imposed on the website by the search engine algorithm. The type of this filter is relatively difficult to detect. It is necessary to carefully check the website statistics and on their basis it will be checked whether the website has recorded a sharp decrease in visits and the number of phrases in the TOP10 search results.

Algorithm Google
Also Known As: Google Algorithm Update, Google Updates, Search Engine Algorithm
What is an Algorithm Update? Any changes to Google’s search algorithms or ranking system include new rules or adjustments to existing regulations. Google often introduces small updates that do not leave a trace and do not have a large impact on the positioning of the site. Nevertheless, several important updates are released during the year that can have a large impact on the position of the page. The most important updates over the past few years are called Panda, Penguin, Pirate, Hummingbird, Pigeon, mobiles Friendly, RankBrain, Possum, and Fred.

Analysis of competition
Competitor Analysis is primarily about evalsuating competitors who are trying to rank on the same or similar keywords as your website. Competitor analysis helps you identify the tactics that work best for your niche and the areas that should be prioritized.

Competition analysis in SEO will allow you to:
– discover keywords that you can also use,
– discover new opportunities for backlinks,
– get additional ideas for content,
– get ideas for optimizing titles and content descriptions on the site.

Anchor text
Linked word or words that point to a specific page. This text is intended to provide people and search engines with information about what the linked web page or site is about. Anchors are placed between the <a> characters of the HTML code.

Answer Boxes
A place where you can ask a question or enter the phrase you are looking for, after which you enter the answers in the search engine.

Alt attribute
HTML code that provides information to search engines and screen readers (for the blind and visually impaired) to understand the content of the image. Also Known As: Alt Text. The alt tag is inserted into the image tag in the HTML code to specify alternative text for the image. Adding image descriptions is a good practice that allows the search engine to see what is on the image. By using keywords in the Alt Tag you can optimize your images for Google graphics.

Auditing website
Review of the website and its links made by an SEO specialist, who is the basis for creating an individual positioning strategy (optimization, linking, website reconstruction, introducing new content, etc.)

Authority Site – Authority
Also Known As: Page Authority, Site Authority
Websites trusted by users and industry experts. They publish both reliable information and link to reliable sites. The content posted on them is of high quality and contains up-to-date information.

SEO Dictionary – B

Backlink
Also known as: incoming link or external link.
This is a link from another site that points to our site. One of the activities performed by an SEO specialist is getting backlinks from good sources. Acquiring such a back link is a sign for Google robots that the website to which the link points is a valuable and relevant source of information. The SEO effect works both ways – when someone links to your site or when your site links to others. The number of backlinks to a specific website is one of the most important factors in determining its ranking. Reliable link sources and their respective profile count.

Backyard – Satellites
Websites created for the purpose of positioning a given website, containing content focused on topics that are related to those discussed on the positioned page. Thanks to the creation of dedicated facilities, we obtain reliable links leading to our website, which are perceived by web robots as positive and unobtrusive.

Baidu
The most popular search engine in China, with over 60% share in the Chinese market and approximately 1.37% in the world market. The Baidu search engine offers almost the same services as Google.

Bait and Switch
Also Known As: Code swapping
This SEO phrase refers to a Black Hat SEO technique that uses certain content on a website to get ranked high in the SERP. And then, after obtaining a satisfactory position, the given content of the page is replaced with another (usually one that would not be able to obtain a good position).

Ban
The most severe form of punishment from Google, imposed on a website that does not comply with good practices and violates webmaster guidelines. Ban removes the entire domain from Google, and the number of indexed subpages is 0.

Banner Blindness
This phenomenon describes the tendency of people to ignore elements on websites that resemble advertising content or are advertisements. This applies to an increasing number of internet users, so if you want to create a thriving banner, you should use appropriate techniques and design.

Bing
Search engine owned by Microsoft with a market share of 3.18% worldwide. A well-known but rarely used browser is Internet Explorer.

Black Hat SEO
Black Hat SEO is a practice used to improve the ranking of pages that go against search engine guidelines. They are designed to manipulate the search engine and tend to ignore the human audience and their experiences. Black Hat SEO activities include, for example, keyword stuffing, cloaking, using paid links, over-optimization, posting hidden text, and other changes that go against the guidelines.

Basic keyword
This is the keyword that has the greatest potential to attract traffic to the website, so it is the most important from the point of view of the website. When creating content for a website, it is worth optimizing it for a given keyword, which we will use in the page title, content header and in the first paragraph.

Blog
The search engine changed the rules of the game. A dozen or so years ago, we asked our friends for recommendations, and reading newspapers and consuming advertisements on radio and television generated new shopping needs in us or responded to the existing ones – today we can find answers on blogs. A blog is a type of website (often part of it) where content is posted ranging from the most recent, recently published post, to the oldest. Organized into categories, they allow readers to see a solution or story from a more informal website. A corporate blog is a great source of traffic for your website. If you are investing in SEO, the blog will probably be one of the solutions an SEO specialist suggests.

Blog commenting
Blog commenting has been a very popular link building tactic where we leave a comment with a link to our site on a blog article found that is relevant to our niche. Currently, this tactic is cause for debate. Since it was abused before and people were spamming blog articles en masse leaving links and irrelevant comments everywhere, comment sections now apply nofollow attributes to links. Google also put an end to this practice by imposing penalties for links from irrelevant websites and reducing the number of links transmitted by pages with large amounts of links. Even so, there are still instances where blog commenting is appropriate. Leaving a valuable comment on your blog article can help build relationships.

Bounce rate
This is an indicator that shows how many users visited your site and then immediately left it without taking any action or browsing any other pages. So, the lower your bounce rate, the better. A high bounce rate (over 70%) is a sign that something on the website is not working properly, e.g. the page is loading too slowly, the landing page is unresponsive, has poor quality content, there are too many ads on it, users cannot find After entering your website keyword, etc. It’s worth talking to an SEO specialist about how to fix the problem.

Branded keywords
Also Known As: Brand keyword, brand term
These are keywords and phrases that contain the name of the company or brand and its variations. SEO specialists usually do not advise positioning the website for phrases taking into account the brand name (e.g. Nike shoes, Apple computer), because these are extremely competitive phrases and a much better budget for website positioning should be allocated to the best converting user queries.

Breadcrumbs – Breadcrumb navigation
The type of additional navigation that helps the user determine their locations on your site. Links appear horizontally, providing a link to each previous page on the site.
Example: home> rooms> bedroom> beds
This is beneficial for both user convenience and indexing as it provides an improved internal link structure for large sites.

Broken link
Also known as: Dead Link
Basically a link that doesn’t work. This could be due to a wrong URL or a linked page. Broken link often happens when a page has been moved or renamed. This can have a negative impact on SEO and lower your website ranking on search engines, stopping robots from crawling your site.

SEO Dictionary – C

Cache
A cache where data is stored so that it can be accessed as quickly as possible. Thanks to the Cache, many elements of our website can load much faster, without the need to connect to the server to download data.

Call-to-Action (CTA)
CTA usually refers to a button on which the text is placed to get an immediate response from the site visitor. When designing advertising banners or landing pages, it is worth placing a button that will convince visitors to perform a specific action, such as Buy Now, Register, Write Now, Call, Check.

Camouflage
The practice of Black Hat SEO, which is manipulation, in which the visiting robots are presented with different content than what the user sees.

Canonical – canonical url
Also known as: Tag Canonical
If you happen to have duplicate content on your website, web crawlers won’t know which one to show in search results. Therefore, you must choose which content is the root one and set the canonical URL on all other pages to point to the original.

Cataloging
This is a procedure used by SEO specialists to add a website to different directories to get backlinks. In this process, you should use unique page descriptions and titles, which most often become the anchor of our link. Of course, the website should be added to directories that are thematically related and correspond to the content that is discussed on the website.

Clickbait
Content (in various forms) intended to entice the user to click. Using Clickbait can increase traffic to your website. Nevertheless, it is worth considering the content and form of such “bait” so that it fits with the entire brand communication.

Cloaking
Cloaking is presenting to the Google crawler different content than the people who visit the site.

Content Delivery Network (CDN)
A large, distributed system that delivers content to multiple data centers and Internet traffic exchange points.

Content Marketing
Content Marketing is a process and a long-term strategy that assumes the regular delivery of attractive, valuable and closely tailored content. Content is used to build your own audience, i.e. a group of recipients who will regularly return to the source for new information. The primary goal of Content Marketing is sales, but all content tactics are considered inbound marketing, i.e., according to Hubspot, activities that allow recipients to independently find the sender of a given advertising message.

Content Management System (CMS)
A CMS is a system that allows users to edit, update and maintain content on the website without requiring any developer support. CMSs are easy to learn and easy to configure. One of the most popular CMS examples is WordPress. In terms of SEO, CMS systems are a less recommended choice, although they make it much easier to enter content on the page and modify it, it is much more difficult to make any changes to the code and page settings that would affect its position in the search engine. Nevertheless, there are currently many SEO plugins that help you optimize your content e.g. on WordPress.

Content Pruning
It is the process of analyzing and evalsuating the content on the website, as a result of which the selected content is removed. It’s content that is of little value to your audience and website. This doesn’t always mean removing them, but simply preventing robots from indexing them.

Content Spinning
Also Known As: Article spinning
An SEO technique of rewriting the same article using synonyms or changing the order of words in a sentence. This creates other articles on the same topic. Created in the hope that Google won’t mark them as duplicates. So it is a risky SEO practice.

Content Syndication
Also Known As: Article Syndication, Syndicated Content
A method of republishing the same content on another website, thanks to which we can reach new audiences, increase traffic and build links. The risk, however, is that another site may rank better in search results than your page (which was first posted the article) if it has more authority. It is therefore worth considering all the pros and cons before publishing.

Conversion
This is the user performing the expected action. For example, signing up for a webinar, downloading an e-book, clicking a link in an email, or interacting with any other CTA.

Conversion rate
Percentage of users who achieved the desired goal (converted) out of all users who saw your ad, visited your website, website, got an email, saw a call to action. How do I calculate my conversion rate? It is enough to divide the number of conversions by the number of clicks on the ad (or performing other activities we wanted).

Copywriting
Copywriting, simply put, involves writing texts for publication, descriptions for websites and advertising slogans. The copywriter provides texts for the needs of e.g. TV and radio spots, internet creations, descriptions for websites, advertising brochures, leaflets and blog entries, etc.

Crawling
It is a process performed by web crawlers during which all the content and code of the website are analyzed. Crawling is an activity during which robots index all internal and external links of our website.

Crawlability
Indexability refers to the process of enabling crawlers to easily navigate our site, understand it, and effectively find content and target indexing. Crawlability can be improved by creating, for example, XML and a sitemap, optimizing page speed, images and videos, and using redirects properly.

Cross-linking
It is the process of combining several domains belonging to the same company or person. It is not a problem if the websites are thematically related and don’t have many links.

CSS – Cascading Style Sheets
CSS is the language that defines the appearance of an HTML document. Each page has one or more CSS files where each element on it has a specific size, color, layout, etc.

CTR – Click Through Rate
It is an indicator showing the percentage of people who clicked on your ad / website after it was displayed in the search results. How to calculate it? Just divide the number of clicks by the number of impressions and we have our CTR!

SEO Dictionary – D

Data marker
A tool available in Google Search Console, which is used to indicate to the search engine which information on the website should be treated as structural data, thanks to which it can be distinguished in the search results as extended descriptions.

De-indexing
The process of removing a website from the search engine’s index, preventing it from appearing in search results. To do this, set the value of the robots HTML meta tag to “noindex”.

Dead-End Page
It is a website without any links, a so-called dead end for visitors and web robots, giving them no choice but to leave the site. This can be easily remedied by placing navigation links in the header, footer, navigation menu or links suggesting users to go to the next step, i.e. the next page.

Deposition
Also known as: (page deposition, negative SEO).
Any activities aimed at lowering the position in the search results of the selected domain or individual subpages. It can be negative (actions inconsistent with ethics) or positive (actions aimed at, for example, getting rid of outdated information about a company that have managed to rank high in search results and do not allow current information to jump higher).

Direct links
A link that points directly to the target site and may affect its position in search engine results (if specified with the dofollow attribute).

Direct Traffic
Direct traffic is the number of visits to your site during which a visitor has entered a detailed web address (URL) in the browser.

Disavow backlinks
These are backlinks that are not beneficial to your website, e.g. from unrelated and untrusted sources. They are considered bad and may result in a penalty or have a negative impact on the positioning of the website.

Dofollow Link
All links are dofollow links by default, which means they direct traffic to the linked page and allow robots to track them, helping to put the linked page in the SERP (search engine result).

Domain
The locations of the website usually displayed as a business name or IP address. It is an element of the Internet address that directs Internet users to the desired page.

Domain Age
It is one of the factors taken into account when evalsuating a website by Google. The age of the domain is counted from the moment it is registered, and the longer it is, the more valuable it is from Google’s point of view.

Doorway page
The Black Hat SEO method consists in creating a website and positioning it for selected key phrases, using techniques that do not comply with Google’s guidelines for webmasters. The user visiting the Doorway Page is automatically redirected to the customer’s landing page.

DuckDuckGo
It is an alternative to the more popular search engines, a search engine that emphasizes user privacy and does not use personalized search results. The users using it are not profiled, therefore all users get the same results for a specific search term.

Duplicate Content
Duplicate content is content that appears on more than one website (on the same domain or on different pages). When the search engine crawler finds one, it will not be able to determine which page is more important. Duplicate content is a common occurrence on a page. For example, if we have both a mobiles version of our website and a desktop version. In this case, select the page that we will identify as original and add a code snippet (rel = canonical) to all the others to clearly tell search engines which page to treat as original.

Dwell Time
Also Known As: Time on Page
This is the time a visitor spends on your website after clicking its link in search results. The longer the better, as it shows that the visitor has found relevant and engaging content.

SEO Dictionary – E

Email Outreach
Also known as: Link Outreach, Blogger Outreach

An important part of the linking process. It consists in looking for the possibility of obtaining backlinks by contacting the author of the page in order to obtain a link to your own page. Via e-mail outreach, we can obtain links from:
– pages with a link in the article that corresponds to the topic of one of your websites,
– websites that are relevant to your niche, a small number of outbound links and the possibility of including you in the content as e.g. a co-author,
– a website for which you can write a guest post,
– the website of the company or the person that you mentioned in your content,
– the page of the company or person who mentioned you on their website.

Error 200
HTTP code, which means that the query sent to the server was successful and the user was presented with the content of the requested document.

Error 202
One of the HTTP response codes that is intended to inform the user that his request has been forwarded to the server and will be served, but has not yet happened.

Error 404
This error appears when the server is connected, but the server is not able to find the subpage the user was looking for.

Error 503
This is the HTTP response code that appears when the server is overloaded. Sometimes it disappears when the page is refreshed, but if the problem persists, it probably means that the page has exceeded the load limit set by the hosting company, eg reference server CPU or memory.

Exact Match Anchor Text
Otherwise, exactly match the anchor text. It occurs when the anchor text accurately describes the subject of the web page it leads to.

Evergreen content
It’s content that is always up to date. They cover topics that are always relevant to readers, regardless of the date or season.

Exact Match Keywords
Refers to keyword matching in Google Ads. Your ad will only appear in search results if the user enters the given word or phrase in the order listed.

Exact Match Domain (EMD)
A keyword entered into a search engine that exactly matches the domain name, such as “room wallpapers”.

Extended cards
Also Known As: Rich cards, Rich results, Rich snippets
This is one type of Google search result that presents content in the form of images and text. They are displayed as single results or as a carousel that moves the results left and right. Rich cards are organic results and may include information such as:
– website name,
– title of the article, publication,
– average rating given to the website by internet users and the number of votes cast,
– cooking time (in the case of recipes)
– and more.

External Duplicate Content
Duplicate content created on different external domains, e.g. by copying:
– product descriptions from their manufacturers;
– text from competing sites;
– own content for internet directories,
– content from your own website for publication purposes, e.g. on social media or other platforms.

External linking
It is linking from external websites to our website. It aims to obtain links from subpages of websites of high quality and authority.

SEO Dictionary – F

Favicon
A favicon is a small icon, most often in the form of a logo (16 x 16 pixels) that represents your brand, company, or website, displayed in browser tabs, search history, and bookmark lists. Favicon doesn’t have a direct impact on SEO, but it does improve usability, which in turn increases user engagement rates (such as page views, returning visitor, conversion rate, etc.) which is a ranking factor.

Featured Snippet
Also Known As: featured excerpt, direct answer
After entering the search term, it takes the form of a question in the search engine, the first answer in the results may take the form of a highlighted fragment. It is displayed in a box with a summary of responses and a link to a website underneath. By using structured data, we can help Google understand our content better, and this can help us rank our content as a featured excerpt. Google’s algorithm then determines which site best answers the question and displays it as proposed.

Filter
This is a kind of penalty imposed by Google on websites that use unethical positioning techniques to manipulate their position. As a result of applying a filter, the position of the website decreases for selected key phrases or it is completely removed from the search results. There are two types of filters imposed by Google:
– manual filter,
– algorithmic filter.

Footer link
The link at the bottom of the page – the so-called “Footer”. These links may lead to specific categories on the website and to external websites.

SEO Dictionary – G

Geolocations
It consists in presenting the user with local query results, determined by the locations of his IP address. Thanks to that, while being in Boston, when asked “vegetarian restaurant” in the search results, we will get only those restaurants that are in and around Boston.

Geotargeting
A method of targeting your ads to users based on their locations.

Google
Also Known As: Google Search
The most popular search engine in the world with a market share of 90.91% and loads of additional services and tools. From the SEO point of view, we can use the following tools:
– Google keyword planner,
– Google Alerts,
– Google Analytics,
– Google Maps,
– Google mobiles optimization test,
– Google My Business,
– Google PageSpeed Insights,
– Google Search Console,
– Google Trends,
– Google webmaster tools,
– Youtube.

Googlebot
Also Known As: Crawler, Search engine robot, bot
It is a crawler whose task is to automatically find, analyze and index websites on the Internet (both on the computer and in the mobiles version). It detects both new and updated websites by following the links on the websites and thus reaching new websites.

Google Ads
Google Ads is an advertising system developed by Google that is used to build and manage advertising campaigns. Thanks to it, we can create an advertisement and direct users to our website, encouraging them to buy or use the service. As part of the Google Ads system, we may use various types of advertisements, such as:
– text ads,
– advertising on the display network,
– ads in applications and gmail,
– Google Shopping ads,
– video ads on Youtube.
Advertising on Google and website positioning are two strongly supporting channels, the use of which guarantees the best results and an increase in the company’s visibility in search results, and thus sales increases.

Google Analytics
Google’s web analytics tool that provides precise data about a website. After adding the tracking code to your website, you have the ability to track and get detailed data about the traffic on your website.

Google Autocomplete
A search function that suggests and completes the typed phrase as the user enters it into the search field.

Google Knowledge Panel
This pane contains basic information about the user’s query that most often appears on the right side of the search results.

Google mobiles-Friendly Test – Google mobiles optimization test
In recent years, Google has been paying more and more attention to mobiles friendly websites as so many users use mobiles phoness and Google is setting high standards for good user experience where mobiles friendliness has become an important ranking factor.

Google PageSpeed Insights
A Google tool designed to analyze the content of the website to determine its page speed, containing tips on what should be improved to speed up its loading time.

Google Search Console
Formerly: Google Webmaster Tools
A free Google tool that allows you to check the page status in search results, analyze incoming and outgoing links, contains information about key phrases and indicates page indexing errors.

Gray Hat SEO
SEO practices that are technically allowed but ethically questionable. One of these practices is buying or selling links. While virtually impossible to detect when purchased in your niche, it could result in a penalty and is not considered ethical. The same goes for buying likes or social media shares.

Guest blogging
Posting content on blog sites that are both attractive to readers and effective in terms of SEO. Such entries posted, for example, on high-quality thematic blogs, allow you to strengthen your website in search results.

SEO Dictionary – H

H1 – H6 – HTML header
Header tags are used in HTML to create structure. They denote titles and subtitles or underlined text. There are six levels of headings in HTML – H1, H2, H3, H4, H5, and H6. The higher the level, the more important the headline. They are the easiest way to tell both our reader and web crawlers what the content hierarchy is. Assigning H1 to the title means that it is the most important element on your page, so there should only be one such heading.

Hidden text
Hidden text is content that is contained in your code but not visible to the user. In the past, this method was used as a way to manipulate rankings, mainly by keyword stuffing, which is why it is classified as a Black Hat SEO technique. Examples you may encounter:
– text that matches the color of the background,
– text behind the image or off-screen, placed with CSS,
– using CSS to reduce the size of the element that contains the text and hide overflow.

Hidden Semantic Indexing Keyword (LSI)
LSI keywords are words and phrases that are semantically related to the underlying keyword. These words have the same context and are often used together. An example of LSI for the word “SEO” can be, for example, an SEO audit, SEO tools, SEO phrases, etc.

Hyperlink
A hyperlink is text or an image that, when clicked, gives you direct access to another page or section of the page for easy web navigation.

Hreflang
The hreflang attribute is used to mark pages on a multilingual site. By using this attribute, you can be sure that your visitors are seeing your page in the correct language, which is the language they used for their query. Hreflangs can be used to assist with duplicating content. For example, having a site that has the same content for different locationss with differences such as currency. This way you will tell Google for which localization or language a given version of the website is optimized.

Homepage
The first (main) page of a website that is displayed when a visitor enters a web address that contains only our domain name. It is also the most frequently used page, from which subsequent subpages come out.

HTTP – Hypertext Transfer Protocol
This is the main network protocol that allows us to display and receive information. From an SEO point of view, it is better to use the secure HTTPS type, especially for online stores where HTTPS is even required.

HTTPS – Secure Hypertext Transfer Protocol
An encrypted, secure version of the HTTP protocol that protects sent and received information from hackers. Google recommends this HTTPS protocol, offering some benefits to websites using it, such as better rankings and referring traffic data.

SEO Dictionary – I

Image SEO – image positioning
Image positioning refers to the optimization of all images on a website to increase content relevancy, search engine visibility, and accessibility to screen readers. You can position images by:
– choosing the right size of the graphic file so as not to slow down the loading of the website,
– using descriptive filenames,
– adding alt tags with image descriptions,
– creating sitemaps with images.

Inbound Links
These are inbound links that point to our website. These links were obtained naturally, e.g. another website recommended our product or service.

Inbound Marketing
According to Hubspot, these are all activities that enable the recipients to independently find the sender of a given advertising message, interest him and allow him to decide on the interest in a given offer.

Index
A search engine database that contains data about all websites a user can find. If a website is not included in the index, it will not be shown in search results.

Indexing
The process of adding a website to the search engine database. If you want to speed up this process, you can:
– check if you don’t use the “noindex” value in the robots HTML tag,
– submit an XML sitemap that contains the missing page,
– Get backlinks from sites with high authority as they are indexed more often.

Indexing
It’s done by network robots. The indexation process involves collecting information about the content, key phrases, links and images posted on your website and saving them in the search engine database. In this way, each time a user uses a search engine, he searches this database instead of looking for all the pages on the Internet.

Indirect links
These are links that take the user to another website, via a 301 or 302 redirect, in such a way as to lead the user and the web crawlers to the desired site, leading them first through their own domain.

Internal Duplicate Content
Duplicating content within one domain, e.g. presenting many products with the same or very similar description.

Internal linking
These are links to other parts of the text or other subpages within one domain.

International SEO
International SEO aims to increase the visibility of your website in different countries. By setting up country and language detection on the website, relevant content will be displayed automatically. Examples of international SEO tactics:
– optimization for the most used search engine in the selected country,
– hreflang, which will determine the language of your website content and help the search engine to display it to the appropriate target group,
– translation of website HTML elements, e.g. URL, meta description and title,
– translation of website content, including navigation, image names and alt tags,
– using the country detection function to adjust the price currency.

Interstitial
It is a type of aggressive advertisement displayed over the content of the entire website, covering most of it and preventing the free use of the website.

SEO Dictionary – J

JavaScript rendering
An option that allows search engines to search and understand the content on a website that is often dynamically generated using javascript code. The content of JavaScript on a page can vary from simple style changes to deeper integrations that modify the structure of the page with specific data. Google is one of the few search engines that supports JavaScript rendering, because rendering JavaScript content on a page is a difficult task. The script must first be executed and processed, and this can take up a lot of time and resources for a robot. Additionally, it often doesn’t work properly because JavaScript doesn’t work as a standard or typical HTML page.

JSON-LD
Data format, dynamically implemented in the form of JavaScript code or embedded as widgets in the content management system.

SEO Dictionary – K

Keep It Simple, Stupid (KISS)
This is a famous saying, especially in the business world, saying that it is best to describe various issues in the simplest and user-friendly way possible, so as not to complicate the message.

Keyword
A word or phrase to which the page is positioned and by which the page can be potentially found in the search engine.

Keywords
Also Known As: Keywords, Key Phrases
These are words (or whole phrases) are search queries entered by users in search engines in order to find interesting things / products / services. Appropriate knowledge of the keywords for our offer will allow you to include them in the content on the website, and thus gain a better position in the search engine.

Keyword Analysis
The process of finding all the keywords a website ranks or can rank for. When conducting keyword analysis, it is worth considering data on the number of searches, CPC, competition and current position in the SERP.

Keyword Cannibalization
It occurs when several subpages of one website appear in the search results for a given phrase or keyword. It can be problematic for the website owner when a less significant subpage obtains a relatively high position and wins over another more significant subpage from the business point of view. For example, when the home page ranks for the phrase that we want a specific product page to rank for.

Keyword Categorization
The process of classifying and grouping keywords based on the intent and context of the user at the time of the search. Keyword categorization can help you identify the keywords that users search for at different points in the shopping funnel.

Keyword Competition
Indicates the popularity of a given keyword among other ranking pages. Keyword competition is an important indicator of how easy or difficult it is to compete for a position in that word or phrase in search results.

Keyword Density
The ratio of the number of key phrases to the total text. Too many keywords in the text may cause the website to be considered spam and lower its position in the SERPs. The density and number of keywords in a given text should be determined depending on the topic of the text and the industry in which we operate.

Keyword Frequency
This is the total number of keywords used on the website. So we measure the frequency of the keyword that appears, but the amount of content on the website is irrelevant in this case.

Keyword Funnel
Search terms by a potential customer change depending on what stage they are at on the purchasing path. The customer who wants to buy a given item will therefore enter different keywords than the one who just wants to get to know and learn about the products. So we can categorize given keywords according to these stages and optimize specific landing pages for them in order to increase conversion.

Keyword Positioning
It is the distribution of key words or phrases in the text. According to good practices, we should include them in the title, meta tags, headers, as well as in the entire content of the page, taking into account the density of their use and position.

Keyword Prominence
This indicator tells us how important or noticeable a given keyword is. Of course, the most important place will be at the beginning or near the beginning, e.g. in titles, headings, meta descriptions or the opening fragment of the text.

Keyword Proximity
This determines whether certain keywords are close together throughout the phrase. For example, when you have a longer phrase such as the Content Marketing Guide, it takes into account how often the phrase appears in its entirety. The more the word structure of this phrase fits, the website is perceived as more relevant.

Keyword Rank
This is the position of your website in the search results for a given keyword.

Keyword Research
The process of properly matching key phrases to the nature of the website. Necessary when carrying out positioning, including preparing content that is friendly not only to users, but also to search engines. Keyword research can be carried out manually or using dedicated tools, such as Google Ads Keyword Planner.

Keyword Stuffing
The practice of including an excessively large number of keywords in the text in the hope that it will guarantee a better ranking in the search results. This is a practice not recommended by SEO specialists, which usually results in a decrease in the credibility of the website for web robots, and thus a decrease in the position.

SEO Dictionary – L

Landing page
The page to which we direct the user who clicked on the link. Most often, a landing page is a subpage created for a specific purpose, e.g. signing up for a webinar, downloading an ebook or purchasing a product. However, it can be any page that we decide to direct traffic to.

Lead Magnet
This is content intended to encourage potential customers to leave an email address or other contact information. An example is offering free copies or valuable content in return for leaving an e-mail, for example. The e-mail lists collected in this way can then be used in further marketing activities.

Link Baiting
It’s a method of getting quality links without paying for them. This method is often used by Content Marketing, where valuable materials are created for their recipients, so that they are then naturally linked by Internet users.

Link Building
It is a series of activities aimed at providing our website with valuable inbound links. Thanks to such activities, we can transfer some of the power of the website from which we link to our website. It is worth taking advantage of the experience of specialists in this matter, because the method of linking and the selection of pages from which we want to obtain links is extremely important in the entire process of website positioning and can affect its position.

Link Burst
The so-called series of links. It happens when a website gets a large number of backlinks in a very short time. This is not desirable because for web robots, it is most often a sign that these links were not acquired naturally.

Link Diversity – link diversification
A link building strategy where we collect a number of links from different types of websites (blogs, news, directories, social media) and different domains and using both “nofollow” and “dofollow” attributes. Many experts believe that it is important from an SEO point of view to diversify the sources of links and thus create their natural profile.

Link to the subpage
Also known as: Deep link
It is a link on an external page that leads to a subpage, not to the home page of a given website.

Link Equity
This term describes the process of imparting authority or value to one party through the use of hyperlinks.

Link Exchange System
A system that allows you to automatically obtain a large number of links leading to a given website in a very short time, using the websites of publishers belonging to a given system. The use of these systems is not recommended and well received by Google, so it may be a potential factor in reducing the value of a website in search results.

Link Farm – link farms
A collection of websites with links to each other or to one specific page. According to the guidelines, this is not recommended and may result in a penalty imposed by Google.

Link Hoarding
A tactic used by some websites trying to collect as many inbound links as possible while keeping the number of outbound links as low as possible. This is considered an unworthy tactic.

Link Popularity
This is the total number of backlinks on your site. Each backlink is counted separately, even from the same site.

Link profile
Summary of all links to our website. We can analyze the link profile on the basis of:
– sources of obtaining links (forums, blogs, catalogs, other websites),
– types of link anchors,
– link types (text, graphic, etc.),
– type of links (dofollow, nofollow, etc.).

Link Reclamation
This is the process of recovering lost links.

Link Relevancy
It determines whether the content published on the website from which we obtain the link is consistent with the content of the website to which the link leads.

Link Rot
These are all the links that are deprecated and may not work anymore, or the pages they came from have already been removed. This can happen if the website owner does not carry out regular audits and does not check his link profile from time to time.

Link Scheme
These are all techniques and activities aimed at acquiring incoming links to the website that do not comply with Google’s guidelines, such as buying and selling links, exchanging them on a large scale, or too many sponsored articles on the website.

Link Spam (blog spam, comment spam)
It is literally spamming the number of links in the comments on various blogs or internet forums in order to get as many links as possible. Currently, most links are added this way with the nofollow attribute, so it is not a profitable practice.

Link Title
The link title attribute assigns additional information about the link. However, this title has no direct relevance to SEO.

Link Velocity
The speed at which your site obtains new backlinks. How fast or slow you develop your backlink profile matters to your website rankings. The more natural the harvesting seems to be, the better.

Linkbait
Valuable content that other websites will naturally lead to. Containing information that is uniquely high-quality the tendency of viruses to spread. Difficult to achieve, but extremely beneficial for SEO.

Local search – local search
Thanks to it, companies that are closest to the locations of the user entering the search engine (usually stationary stores or service providers) are displayed in the search results.

Local SEO
This activities to rank your site on locations-related queries, for example, “waffles in Los Angeles” will display restaurants and cafes offering waffles in that city.

Local traffic
These are users who found our website as a result of positioning activities based on local phrases – most often focused on the same city or province. For this purpose, geo-targeted key phrases and business cards on Google Maps can help the company.

Long click
We define this type of clicks on a link in which the user, after entering a phrase in the search engine and finding the appropriate link, goes to the page and no longer returns to the search results, because he has probably found what he was looking for.

Long tail
Long tail is a phrase of a few words (min. 3-4) that clearly indicates specific (non-general) features of the query. It is, for example, the name of a specific product or model with parameters or exact features. The so-called long tails provide more information about the needs of your potential customer and the desired features of the product or service. Moreover, such phrases often have a much higher conversion rate than more general phrases. Most often because, by entering such a specific name of the desired product, the user already knew it, was interested in it, and now wants to buy it.

SEO Dictionary – M

M-dot domain
A version of the website dedicated specifically to mobiles users, the name of which starts with the letter m before the dot and the entire website address.

Machine learning
Machine learning is the ability of a system to learn certain actions based on a huge amount of data and the analysis it carries out. The system learns the given schemes and solutions, thanks to which it is able to improve the operation of a given service or product.

Manual filter
The second type of filter imposed by Google. Fortunately, we are notified about its imposition. So we can easily check in Google Webmaster Tools whether such a filter has been applied. If so, we will also find information about whether the filter has been imposed on all or only part of the site and what the reason for the penalty is.

Meta description
Description of the page content that will be displayed in Google search results. On its basis, Google assesses whether the page responds to a given user’s query and whether it should appear in search results.

Meta keywords
Keywords describing the content of the website, used to inform web crawlers about what is on the website. This has been abused relatively often, so they are currently not considered as a ranking factor in Google. It is believed that their impact on SEO may even be negative today.

Meta refresh
Meta Tag which is responsible for telling the browser to refresh the page after a certain amount of time. It is used primarily when the website contains data that, depending on e.g. availability or settings, may change, e.g. the number of products in the store.

Meta tag
Tags placed in the header of the page code so that web crawlers can understand the content of the site. They are in the HTML and XHTML code languages. The most important are the title, description and robots tags.

Microdata
Also Known As: Microformats
It is a type of structured data that allows search engines to better understand the content of websites. With their help, you can mark the different types of content that appear on the page, so that search engine robots can better define it.

Mirror site
It is a copy of the website embedded at a different www address, used when the main website generates so much traffic that the server cannot handle it.

mobiles First Index
An index created by Google, according to which websites are also assessed in terms of their adaptation to mobiles devices. It is also a ranking factor for Google, so you should take care of this version of your website.

mobiles Friendly-Website
A website friendly to mobiles devices, i.e. one that is optimized for browsing on a mobiles device and allows users to freely use it also on small screens, for example with adapted button sizes or the appearance of the home page and navigation to various subpages.

mobiles Optimalization – optimization for mobiles
Any activities aimed at improving the website for mobiles devices. Very often it means a significant change of the website in order to fit the requirements and criteria allowing the users of small screens to freely perceive the website. Fast loading, responsive and always working These are the three most important features of a mobiles website.

SEO Dictionary – N

NAP – Name, Address, phones Number
Important contact details (name, address and telephones number) that should be on the website, it is most often recommended to put this data in the “Contact,” About us “tab or in the footer of the website, thus increasing credibility in the eyes of users and Google robots.

Natural links
Links obtained naturally, i.e. without the action of an SEO specialist, e.g. by recommending our website or part of the content posted on it, by the owner (blogger or company) of another website.

Negative SEO
Negative practices that are designed to lower your competitors’ position in search results to your advantage. Actions may include, for example, hacking a competitor’s website, spamming, linking from untrustworthy websites, or creating duplicate content.

Noarchive
Value that can be put in the “robots” file, if we want the page not to be cached by the search engine at the next crawl by robots.

Nofollow
The value of the HTML tag’s rel attribute that indicates that web crawlers should not navigate further to the linked site.

Noindex
Responsible for blocking the search indexing of the selected subpage. Although Google crawlers can still check its content, it will not be indexed, and thus, will not appear in search results.

Noopener and Noreferrer
These are values that indicate the link between the linked website and the linked website. They are set for the rel attribute of the href tag (links).

Not provided – hiding key phrases
It consists in hiding keywords in analytical systems, such as Google Analytics. These activities are undertaken by Google in order to care for the privacy of users on the Internet.

SEO Dictionary – O

Off-page SEO
Any actions taken outside the positioned website, the purpose of which is to improve the search engine ranking. For example, inbound link acquisition, PR activities and enhancing the company’s image on social media.

On-page SEO
Activities performed on the website, which include both technical optimization, in the website code, as well as improving and adding content to the search engine.

Opera
A web browser created and developed by Opera Software ASA.

Optimization
Also Known As: SEO, Search Engine Optimization
These are all activities aimed at improving the visibility of the website on the Internet, and thus increasing sales. Website optimization aims to improve its quality both in the eyes of web robots and users, through activities related to on-page and off-page SEO.

Organic search results SERP, Search Engine Results Page- organic search results
Organic search results are lists of results that show up to users who search for certain phrases in a search engine. We divide them into paid (PPC, Google Ads) and organic (SEO, natural) results.

Organic traffic
These are the users who reached the website through free search results.

Orphan page
A page on a website that has no direct links. They can’t be found by the search bot, so they’re useless for SEO.

Outbound links
Links placed on the website that send the user and search engine robots to the page outside the website on which they were placed.

Over-optimization
It is a negatively assessed optimization practice aimed at deceiving the search engine and artificially accelerating SEO results, without taking into account the role of the user and his experience on the site.

SEO Dictionary – P

Paid links
Also Known As: Sponsored Links, Paid Traffic, Paid Links
These are text ads created in the Google Ads system. Paid links are not part of the SEO environment, which assumes organic growth of the site’s position.

Page Cloaking
Non-compliant actions, i.e. actions belonging to Black Hat SEO, consisting in presenting a version of the content on the page that differs from the one seen by the visitor. This is possible by delivering content based on the user’s IP address.

Page Footer
The lower part of the website, where we can usually find information such as the company’s address, contact details and a link to important subpages.

PageRank
This is a formula used by the Google search engine, based on the analysis of the number of links coming to the page and their quality. The PageRank for individual pages is not published.

Page Speed
Page loading speed. This is an important factor that affects the position of the website and its reception by users.

Page Title
The page title is a clickable headline that appears in the search results for a specific website. This is the most visible part of the SERP snippet and has a big impact on your CTR, SEO, and social media sharing. To set the page title yourself, you must use the title tags in your HTML source code. (Or use a plugin in your CMS.) If your title is too long, the Google algorithm will try to use a different piece of content. Therefore, a good solution for a page title is to stay below 487 pixels for mobiles phoness and 568 pixels for desktops.

Pageview
Occurs each time the user loads the specified page. The number of page views is tracked by the Google Analytics tracking code.

Partial match domain (PMD)
This is the domain name, some of which coincide with the entered keyword, e.g. ceramic pots for free.

People also ask
The most frequently searched phrases suggested by Google, similar to those we entered. People also ask most often appears between the search results.

Poison words
Words that lower the quality of the page in search engines and classify it as poor. These are usually words and phrases that cause distrust on the part of the user and web robots.

Posts on Google
These are short posts from the life of the company that can be created via the Google My Business panel. You can post content in the form of photos and short videos. The entries will appear in both the Google Maps listing and the search results themselves.

Positioning
Any deliberate action to improve the visibility of a website on search engine result lists.

Presell pages
So-called SEO pretzels, i.e. websites on which thematic articles are published. They contain links that lead to websites, most often we include links to the page that we want to position. SEO pretzels, however, are low-quality pages where the content is placed without value or meaningless, so they are not recommended by SEO experts.

SEO Dictionary – Q

QDD – Query Deserves Diversity
One of the Google ranking algorithms, the task of which is to adjust to the user’s intentions by displaying the results of a broader match.

QDF – Query Deserves Freshness
The assumption according to which the Google search engine should show the latest information about given events. Most commonly used for political, environmental, economic etc events that should be updated on a regular basis.

SEO Dictionary – R

RankBrain
Algorithm based on the artificial intelligence model. It evalsuates new queries and the overall quality of search results.

RDFa
HTML5 extension that allows you to mark certain types of content on a website. It is one of the structured data formats allowing search engines to better interpret the content of the website.

Reciprocal linking
Agreement between two websites to share backlinks. It is worth having confidence in the company in question, as exchanging links with a company that does not act fairly can harm our website’s backlink profile and make it difficult for search engine bots to categorize our website content.

Redirect links
Also Known As: Redirects
Links leading to a subpage of our website, which is redirected to another address. There are different types of these redirects and are also covered in this SEO Glossary.

Redirect 301
Otherwise: redirect 301, 301, “Moved Permanently”
This redirects a website’s address to another website’s address and causes a permanent transfer. It is recommended to use it to redirect the website to one of the two versions – “with www” or “without www” or to redirect the positioning power from non-existent subpages to their existing versions.

Redirect 302
Otherwise: redirect 302, 302, “Found”
Redirecting the address of a website to the address of another website. It is mainly used when the original page is temporarily unavailable. You can use this redirection, for example, for a product page that is temporarily unavailable in the online store.

Referrer
This is the website from which it takes the user to another landing page. The so-called referrer. Referrer sent in the HTTP request header.

Relative URL
Link used for internal linking. This is the short path to the file, HTML page, image, or other content that we link to. This link is used as part of the anchor tag but does not include the protocol or domain name.

Responsive website
It is a type of website that adapts to the user’s device. A responsive website, depending on the device, can change its arrangement of elements, width and resolution. Thanks to this, the website remains user-friendly, both on larger and smaller screens.

Robots Meta Tag
A code snippet that allows you to control how the search engine crawler will index the content of your website. The default value is “index, follow”, which means the bot will both index your page and follow all the links pointing from it. There are other values, such as:
– noindex – stops the bot from indexing the page,
– nofollow – prevents him from following a link on the page,
– nosnippet – the description will not be displayed in the search list (only for Google),
– noimageindex – stops displaying images from a given page while searching for an image,
– noarchive – a cached copy of your page will not be stored or displayed in the SERP.

Robots noindex
Also Known As: noindex
This is one of the possible values assigned to the robots meta tag, which blocks robots from indexing a given subpage. Using “noindex” we give the robot a command not to include it in the index while analyzing the content of our website.

Robots.txt
This is a file that is placed on the website server in the main folder, which should contain all commands for web robots that visit your website. In this file, you can both allow and deny Google robots access to certain resources on the site. So you can block access to a given type of files, folders or website addresses.

SEO Dictionary – S

Safari
A web browser created and developed by Apple, available only on devices with the OS X operating system. It is the second most popular web browser in the world.

Schema.org
It is a website where markup diagrams of available structured data on the web are collected. Thanks to them, web crawlers can quickly and easily understand the content of a page and its meaning.

Scraping
Using an automated program to collect data, usually metadata, from multiple websites. The data you collect may include all page titles of your competitors along with their meta descriptions. This technique can be used in Black Hat SEO, in which we download the content to use it on our website. As part of the White Hat SEO technique, the data is used for informational purposes.

SEA – Search Engine Advertising
Literally means advertising in search engines and is one of the activities in the field of marketing that aims to increase the visibility of the website in search engines.

Search Engine Marketing (SEM)
Any activities aimed at improving the position of a website in search results, which include both paid practices (PPC) and organic (SEO).

Search Engine Reputation Management (SERM)
Any activities aimed at increasing the company’s reputation or image on the web, including e.g. moderating opinions, website optimization, etc.

Search Engine Results Page (SERP)
These are search results, i.e. a list of links pointing to websites that appeared after the user entered a given phrase.

Search Engine Spam
A practice related to Black Hat SEO, which consists in deliberately manipulating the search engine index to obtain a higher rank in SERP and thus reduce the precision of search results.

Search engine query
These are words or phrases typed by a given person into the search engine. In order to find a specific answer, you can also use search operators, for example: “OR”, “related:” “*”.

Search Quality Rater Guidelines
It is a collection of information and rules created by Google specifically for people who are responsible for manually evalsuating search results and pages in order to detect spam or illegal content. These guidelines are regularly updated and have been available to the public since 2015.

Search Result Feature
Search Results Features are a common name for all the different ways Google uses to display information in its results. The search results may be influenced by both the country from which you are searching, as well as the language and the device.

Search Result Snippet
The portion of links displayed on SERPs that show content in your description meta tag. The traditional organic or natural search result consists of a title and description.

Semantic search
Its purpose is to understand the user’s search intentions, thanks to which the suggestions of websites or products in the search results are more relevant and matched to the intention with which the user enters a given phrase into the search engine.

Semantic Web
A project whose task is to recognize the context and intent of the query that the user directs to the search engine.

SEO Service
Also known as: SEO service provider, SEO agency
Paid service provided by SEO specialists to increase the position of our website in search results.

SEO Silo
Also known as: content silo, silo network structure
A method of grouping related content into distinct categories and subcategories on a website to help both people and search engines understand its importance.

SEO Site Audit – Site Audit
Full analysis of the website’s visibility in search engines. It should help you locate bugs, issues, and gaps in content that you can use in your SEO strategy. There are two types of audits you can conduct to gain insight into SEO related issues: technical SEO audit and content audit.

SEO URL
A user-friendly URL that has been optimized to get the most out of SEO.

Search engine
It is a website or program that collects and organizes data and information. It allows you to search for various types of information available on the Internet. The most popular search engines include Google, Baidu, Bing, Yahoo and Yandex.

SERP Shaker
A Black Hat SEO technique that uses content and website authoring software solely for the purpose of positioning for long-tail keywords with low competition. These sites are then used to generate revenue by adding, backlinking, collecting email addresses, etc.

Session
It occurs every time a user visits your page and continues to browse it. A session is counted regardless of whether the person visited your website earlier or not. The next session will be charged if 30 minutes elapses between visits.

Short click
Designation of an event in which the user clicked on our link found in the search results, but after temporarily viewing the content, he left the page and returned to the search results.

Site:
By entering “site: website domain” we will obtain information about all indexed subpages within a given website.

Site-wide link
The so-called link displayed on all subpages, e.g. on the home page, blog, in various tabs.

Sitelinks
These are additional links with high positions in organic or paid results. They can appear in a more extensive form, showing more information about the content of the site, or less – depending on whether they match the user’s query.

Searchbox Sitelinks
This is an additional window displayed in the search results where the user can search the content of the website for information about the company. You need to install an internal search engine on the website so that the window is displayed.

Skyscraping
Also Known As: Skyscraper technique, SEO Skyscraper
A method of finding popular websites with many backlinks, then writing content that is superior to them, and targeting websites that link to them, offering your enhanced content link instead.

Snippet Bait
A short piece of content optimized for Google to serve as a featured snippet. It is placed at the beginning of the article and usually responds to the query in 2-3 sentences, so that Google can easily retrieve this piece of content instead of downloading content from different items on the page and put it together.

Social Media Marketing (SMM)
It is the process of using social media as a channel that increases traffic, business visibility and brand awareness by creating engaging content and sharing it on social media. Currently, links from social media can also influence your ranking in Google, so using them will definitely pay off.

Spam
It is any useless content or entire websites that do not serve users and clutter the space on the Internet.

Spam blog
A method of automatically creating blogs by copying content from other websites and posting them on one blog. “Unrecognizable” content is copied from various sources, however, it is a Black Hat SEO technique.

Speed Update
Google algorithm update, in which sense the speed of loading websites has gained.

Sponsored article
A form of advertisement placed on a widely read website, most often with a link pointing to our website, for which we pay the amount agreed with the publisher. The main intention is to promote the company’s offer in a relatively subtle way – in the form of informative text, which, however, is marked as sponsored material. As part of an SEO contract, such articles can also be commissioned by an SEO specialist to increase the visibility of the positioned website.

SQT – Search Quality Team
A team specially appointed by Google to verify the quality of search results, for example by eliminating spam.

SSL – Secure Socket Layer
A protocol that is part of the HTTPS protocol, which is responsible for data security on the network and is used to encrypt data that is transferred between the web browser on the user’s computer and the website server.

STA – Searcher Task Accomplishment
This is one of the ranking factors taken into account by Google. According to him, a website that meets the needs and expectations of the user should be ranked higher.

Storytelling
It is a way of building content that is designed to draw the user in like an interesting story. In its structure, both the narrative and the impact on the imagination and emotions of the reader are important, so as to establish a certain bond with them.

Street View
Function available on Google Maps or embedded on a given website. Thanks to it, we can check the exact locations we are looking for, also walking along its streets.

Structured Data
Data that helps web crawlers understand the content of a website. The schematics for these markup are publicly available on Schema.org.

Site directory
Also known as: web directory
It is a type of website where you can find links to other websites and descriptions of what they contain, so that you can quickly find the website you are interested in. Site directories usually cover specific topics, e.g. they collect all links on recent events or specific types of products.

Site Map
Also Known As: XML (Extensible Markup Language) sitemap
A sitemap is a list of URLs that we want to point to web bots, and XML is a universal markup language that allows you to describe data regardless of what platform or technology you use. The sitemap should contain: home pages, information pages, category pages, products pages, etc.

Site Map of the picture
An image site iMap is an XML file that contains all the images on your site that you want to index. This can be a separate file or added to an existing XML sitemap.

Site quality
The set of features that search engine bots check when ranking your site. In determining the quality of a website, the following key elements are taken into account:
– content relevance,
– content length,
– user involvement,
– spelling,
– social signals,
– backlink profile,
– legibility,
– variety of media (movies and images).

Site structure (site architecture)
Site structure is a term that refers to the form that your pages and links create. A good site structure makes it easier for visitors to find what they are looking for, increases conversion and CTR, increases dwell time, and makes it easier to index your site. Since good structure equals good UX, the structure of your website has an impact on your search engine rankings. The optimal structure of a website should:
– have a clear hierarchy: with a home page, 3-5 categories and subcategories,
– have an effective internal linking strategy,
– use navigation, etc.

Supplemental index
This is a secondary index of the Google search engine, designed for websites that web crawlers have marked as less valuable or duplicate. You can check them by repeating your searches, taking into account the missed results.

SXO – Search Experience Optimization
It is a combination of SEO activities with UX, a process designed to improve the user experience on our website. They take into account both the search engine and user friendliness of the website.

Social signal
The term SEO to describe social engaging activities such as shares, votes, pins, views, etc. It’s not entirely clear if they affect ranking, but it certainly does increase the likelihood of a site being cited by increasing backlinks and improving brand authority.

SEO Dictionary – T

Target group
It is a group created by the company to which it directs its products or services. It is consistent with demographic, psychosocial and behavioral conditions (both online and offline).

Title tag
It’s a title tag, meaning a tag that describes the title of the page. It is one of the most important tags because it first allows the web crawlers to determine what the page content is about. Therefore, it should contain keywords, after entering which we want our website to appear in the results.

Technical SEO
This is the part of SEO that deals with making it as easy as possible for the search engine crawler to crawl your site and focuses on improving the rendering phase. Technical SEO is the basis of all other SEO activities and is absolutely essential if you want your website to perform optimally. Technical SEO activities include:
– improving site performance,
– content and image optimization,
– improving the site structure, etc.

TF-IDF – Term Frequency – Inverse Document Frequency
It is a technique that can be used when creating content on a page where phrase weights are calculated based on the number of their occurrences in a given text.

The Open Graph protocol
HTML tag, thanks to which, after posting a link in social media, the indicated fragment of content (i.e. text and graphics) from a given website is displayed.

Thin content
It is a type of content that is very scarce, so its amount is insufficient for web robots and thus is classified as of little value to the user.

Tiny text
This is a Black Hat SEO practice in which some content on a website is made very small, so small that it is almost invisible to the user, and yet has been indexed by web robots.

TLS – Transport Layer Security
Part of the HTTPS protocol, responsible for encrypting data and monitoring its integrity during its transfer between the browser and the website server. Thus, it protects data against extortion attempts, e.g. by unauthorized persons or bots.

Traffic
Also Known As: Site Traffic.
One of the most famous SEO terms that describes the total number of visitors to a given website. We distinguish movement:
– direct,
– organic,
– paid,
– referral.

Traffic potential
Data on the number of potential visits to your website that you can get if it is in the first place in Google search results.

TrustRank
This is an alternative created by Yahoo for Google PageRank, on the basis of which the degree of trust in a given website is determined.

Twin website
A so-called twin website, or a website that is very similar to another website – in terms of its content. Such a page has a negative impact on the positioning of the first – main page.

SEO Dictionary – U

Unique visit
This is literally the first visit of a given user (with a given IP) to our website. Their number, e.g. per month, can be determined using e.g. Google Analytics.

Universal Search
Also Known As: Mixed Search, Extended Search
Google results, which are placed among traditional organic results, but include additional media such as images, videos, maps, locationss, etc. This is Google’s attempt to create dynamic search results where the user is dealing with various forms of search results.

Unnatural link
Links that were not created with good intentions and in order to lower the position of the site.

URL – Uniform Resource Locator
Also known as: web address
URL address is an addressing format, i.e. specifying the locations of a given resource, which consists of the part data: protocol, server address (domain name) and resource path.

URL parameter (link parameter)
Values set dynamically in the page URL during the query. In page addresses, anything after “?” are the parameters of the link containing data about the content on the page.

User-Agent
It is an identification header, sent with the HTTP protocol by the program (browser or bot) that connects to the web server.

User Engagement – user engagement indicator
This indicator determines the extent to which users engage with the content of the website.

User Experience (UX)
User experience is a search engine ranking factor that describes how easy it is to use a given product or service (or website). Factors that influence UX include:
– simplicity and usability of the user interface,
– site structure,
– website loading speed on various devices,
– responsiveness and friendliness for mobiles devices.
UX takes into account users’ feelings in particular, but as they are equally important to Google, they are important for the SEO of our website.

User-Friendly
It is a term for devices or services that are easy to understand and use for any user.

User-Generated Content (UGC)
This is all content (blog entries, graphics, videos, mentions in social media) published by internet users that relates to our brand. They can have a positive impact on SEO, because thanks to them we gain links and publicity on the web.

User interface (UI)
Anything displayed on your website that the user can interact with.
The user interface must be:
– simple (avoid unnecessary elements),
– transparent (use colors, sizes and layout to create a hierarchy),
– coherent (different elements should come together),
– intuitive (the website should be easy to understand and the content should clearly communicate what the user should do).
The purpose of the user interface is to create a positive impression for the visitors. Since these are the factors that influence user residence time and engagement, they are crucial to SEO.

User Intent
When creating content for the website and developing your services, it is worth taking into account the user’s intention – that is, his need and the intention with which he enters the search terms into the search engine depending on the stage on the shopping path.

SEO Dictionary – V

Vanity URL
It is a friendly form of our company’s website address, which occurs, for example, when we include it in posts on social media. It is usually a shortened version of the address that leads to a subpage with a longer URL link.

Vertical search engine
It is a type of search engine that, through its specialized functions, focuses on a specific segment of online content (usually by topic or type of media).

Video optimization – vSEO, Video Search Engine Optimization, Video SEO
Actions taken on video websites (YouTube is the most popular of them) aimed at improving the visibility of a given video in search results. You can optimize the entire channel as well as a single video contained in it, e.g. by:
– identifying and using keywords in descriptions,
– creating a description that will be helpful both for viewers and network robots,
– adding tags to each of the uploaded videos to define their subject,
– creating thumbnails that will stand out from other videos in the search results.

Viral Content
Content that becomes very popular in a short time (e.g. content, photo, video). Most often it concerns recent events or situations that are easily picked up by users on the Internet. They are good for SEO, for getting links to our website and for publicity.

Vlog
Also Known As: videoblog, video blog
It is a form of presenting blog content in the form of a video. The most popular platform where you can meet vlogs is Youtube.

Voice search
A function that allows you to search for a given query in a search engine through a voice command.

SEO Dictionary – W

Website
An HTML document that can connect to the World Wide Web and be read by a browser. A website can only consist of one or more websites.

Webmaster
This is a person who deals with the technical aspects related to the creation and optimization of a website. It is responsible for updating it or introducing changes that are necessary for website positioning.

Webmaster Guidelines
Specially created guidelines by Google dedicated to webmasters, with the help of which they can improve websites to the requirements of web robots and users.

White Hat SEO
These are all activities that position a website in search results that are consistent with Google’s guidelines as well as ethical and fair to competition and network users.

White paper
This is official content, for example on specific areas of the company’s activity, which are designed to provide up-to-date information about it. They are primarily used for PR activities aimed at strengthening the company’s image on the web and building brand awareness.

WordPress
One of the most famous and popular content management systems, created in PHP. It has many website templates and allows even laymen to create them from scratch.

SEO Dictionary – Y

Yahoo
Formerly the leader of email, online messaging, and search, now used as an internet search engine by a small percentage of users.

Yandex
The most popular Internet search engine in Russia with over 50% share in this market. In the world, however, it is relatively unpopular with less than 1% share.

Yoast SEO
One of the most popular SEO plugins for WordPress. Thanks to it, maybe, among others:
– set the title and description of a fragment of the search results,
– check the readability of the content on our website,
– set a keyword for a given content,
– manage links and meta tags, etc.

SEO Dictionary – Z

Zero-Click
Search query getting no clicks. Occurs when the user does not click on any result for some specific reason. One of the common reasons why your query doesn’t get any clicks is because it’s a top-tier informational search where Google answers your question with some form of rich results. For example, the query “how old is Brad Pitt?”, To which we get the answer already in the search results.

Zero-match anchor text
This is an anchor link, the phrase of which does not contain any content saying what we will find exactly after clicking on the link. Most often, these are links containing CTAs like “click here” or “check here”, etc., which direct to a specific subpage or landing page.

Zero Moment of Truth (ZMOT)
A marketing concept created by Google, according to which consumers, when making a purchase decision, also pay attention to opinions, comments and information about the product or service that are available on the Internet. That is why it is so important to take care of these aspects in the context of your company, as they can affect the purchasing decision.

Summary of the powerful SEO Dictionary

That’s it! Over 300 terms in the field of website positioning and optimization is a huge dose of knowledge! The Paraphrase-Online.com Team hopes you’ve found the word you were looking for and that the SEO Dictionary has done its job.

If you found a phrase that is not included here, feel free to let me know, we will be happy to add it so that other users have a full knowledge base.

What is causes related marketing?

Cause related marketing (CRM) is a situation when business data meets both the economic goals of an enterprise and responds to certain social problems, trying to communicate and solve them. This is the simplest manifestation of a wider phenomenon called “corporate social responsibility”. Cause related marketing is usually associated strictly with the sales process or, as the name implies, marketing. On the other hand, corporate social responsibility can be present in every aspect of a company’s activity and does not have to be widely communicated. The difference is best illustrated with examples.

Cause related marketing:
– for every $ 20 spent in our store, we donate $ 1 to Foundation X.

Corporate Social Responsibility:
– our company employs 400 drivers. We make sure that they undergo health tests every year and organize cyclical training courses to improve driving techniques.
– our company creates jam. We acquire fruit and vegetables only from local suppliers and support the domestic economy.
– we are a clothes distributor. We acquire our products only to ethical enterprises that respect employee and human rights.

The difference is therefore in the direct connection to the sales process. On the other hand, both things – undertaken by the company responsibly and sensibly – simply pay off. In marketing it’s quite simple – it’s nice to buy something and help. In the second case, e.g. thanks to driver training, the company can “save” on traffic accidents, as well as avert potential image crises associated with such accidents or operational liquidity.

The difference is also in the time horizon of the projects concerned. Cause related marketing can usually be started overnight and turned off just as quickly. Corporate social responsibility is already a long-term process that requires capital and human investment and good planning. Therefore, many companies end up with socially engaged marketing – it is simpler, and at the same time effective because its impact on sales results can be seen immediately.

Advantages of cause related marketing

The benefits of cause related marketing can be divided into three parts. The company benefits, but also the recipient of the product or service, as well as the entity we help – it can be said that all sides of this system benefit.

Benefits for the company:
– a positive image due to association with a third sector organization,
– stimulation of involvement among the company’s community and employees,
– increased consumer loyalty,
– lower level of complaints and returns,
– increase in sales.

Benefits for the consumer:
– help thanks to the purchase slightly “absolves” consumerism itself,
– greater satisfaction with purchases,
– relatively higher satisfaction with the products and services provided.

Cause related marketing – example

Toms – is an American footwear brand, which already at the business design stage assumed that each pair of shoes purchased by the customer results in the transfer of a second pair to countries and communities where it is particularly needed (regions of Africa and Asia, but also South America). A cool idea, which also shows how something apparently obvious to us, is still a scarce commodity in other regions of the world. They are usually not cheap shoes, which did not prevent the brand from achieving success in the highly competitive American market, which was simply mature in the context of the footwear industry. People love TOMS and more often attribute positive qualities to them, such as comfort or durability.

Why is it worth?

It is worth noting that cause related marketing is mainly used by large brands or … startups. As you can easily guess, the motivations for making such a decision vary depending on the size of a given business entity.

Thus, large companies and brands strengthen their brands and customer loyalty. In addition, consumer expectations related to the positive impact of large companies on local communities and the environment in general are growing. We expect more and more often that the company will compensate for its environmental impact, and even that it will provide us with information on this matter. This is a very good trend, because it turns out that it pays off in the long run both to our environment and to the company that made such an effort. Unfortunately, it is difficult to talk about some mass reorientation of thinking here. Large corporations are powerful and uncontrolled ships. They arouse admiration, but before they change course, a lot of time must pass.

The situation is different when the startup immediately decides to get social problems involved in acquiring clients. This is usually because of personal motives and motivations to somehow differentiate their actions from those powerful corporations that feed on consumerism like leeches. Startup is more and more often not only a product or service, but also a rebellion against the current state of affairs.

Credibility cause related marketing

On the internet, of course, whenever someone is in favor, someone who is opposed will also be found. Therefore, even related related marketing has its enthusiasts as well as oppositionists.

From the latter group, there are most often accusations of lack of “pure intentions” for help or cynical use of someone’s misfortune to fuel sales. Of course you can approach it this way. However, it is worth paying attention to the obvious fact that in such a world everyone would lose. Were it not for the company and a given form of assistance, as a consumer we would never have heard about a given problem and the given action would not have seen additional funds. So if you still want to make a purchase – why not do it with someone who offers sales and additionally helps someone?

Competition in the market is growing year by year – no matter what industry you operate in. Therefore, it is obvious that you are looking for newer and newer methods that will guarantee that the customer will reach you and not another entity. You win primarily with the good quality of products or services. However, this is not all. After all, a customer needs to:

A. be aware that your brand exists,
B. know that you offer solutions that they need (and feel the need to reach for them),
C. be convinced that your products meet his needs and are better than what the competition offers.

That is why marketing is such an important element of the sales process. However, the question remains: what? In modern terminology, two types can be distinguished: inbound and outbound marketing.

Outbound marketing vs inbound marketing

In recent years, there has been a lot of talk about inbound marketing – it has become extremely popular and is increasingly used in the digital space. Outbound marketing is somehow contrasted with it – often as less beneficial or outdated. But is it really so? Not necessarily. It all depends on how you approach it.

Before we go into a specific analysis, however, it is worth explaining both concepts to understand the difference between them.

What is outbound marketing?

Outbound marketing is outbound marketing (this statement does not hide anything from us), i.e. any activity in which the company addresses the client, directly encouraging him to take advantage of its offer. The initiator of the entire process is a brand that has a whole range of tools at its disposal.

As you may have guessed, inbound marketing is inbound marketing (this statement does not hide anything from us). In practice, it is about communicating with the market in such a way that the customer himself expresses his interest in your offer, and then lead him down the sales funnel to the finalization of the transaction.

At first glance, the inbound strategy seems to be more attractive and effective. Indeed, in many situations the “inbound” direction is the best one to choose. However, not always.

What are the advantages of outbound marketing?

The key advantages of using an outbound strategy are:

– full control over the course of communication
Inbound traffic is focused on interaction, to a large extent relies on the reaction of recipients to the message. This is where you speak more, waiting for specific actions from potential customers.

– the ability to achieve quick results
Inbound strategies are usually long-term in nature. But what if you want to carry out a quick sale in your e-shop? Then you reach for a specific, direct advertising message and direct it to a wide audience.

– possibility of application on a large scale
Outbound are activities that you can address to a mass audience – e.g. to radio listeners or to all recipients of a given website. Contrary to appearances, you also have the option of targeting, but of course it will not be as accurate as in the case of the Internet.

What about the disadvantages?

Like any advertising strategy, this one has two sides of the coin. So you need to remember that outbound marketing messages:
– can be considered disturbing and undesirable – if the campaign is not carried out properly,
– can be ignored – it must be remembered that the huge number of advertising messages that reach us has made the recipients used to “filtering” them,
– can be expensive – requires active actions throughout the campaign, its carriers (television or press) are usually expensive, and moreover, the target groups are less targeted, which means that the investment is less effective.

Therefore, you must use the tools in this range wisely. However, this does not mean that outbound marketing is a thing of the past. On the contrary! There are many ways to use it effectively!

What are outbound marketing tools?

The tools used in this communication strategy are basically all techniques that are aimed at advertising the product and encouraging the customer to take advantage of the offer. However, you can very specifically indicate the most commonly used among them. Here is their overview – both in digital and traditional channels.

Let’s start with the most traditional forms of outbound marketing – outside the world of the Internet.

ATL
All “Above the Line” channels in traditional media. It is mainly about: TV and radio advertisements, outdoor advertisements, advertisements in the press.

… All those that are well known and widely used both by large concerns and local companies. Their disadvantage may be the high cost of publication. The advantage – wide coverage and reputation.

Direct marketing
We are talking here both about direct contact with the customer, conducted by sales representatives, but also about telephones contact – when the telemarketer calls with a specific offer.

POS, leaflets etc.
Any catalogs, advertising leaflets, folders and the like are also a direct offer to encourage the customer to make a specific product.

Outbound marketing on the Internet

Of course, outbound techniques are also commonly used in digital advertising. There are many tools that you can use in this area. Here is an overview of the most widely used.

Paid advertising (PPC and PPV)
The most popular form of promotion on the Web – consisting in the publication of various types of banners and other messages. This group includes all ads that are published on websites, but also in search engines and social media. It is about, for example:

– Google Ads – and therefore paid promotion in search results, in the form of sponsored links, but also promotional banners,
– Facebook Ads – and therefore about ads that are displayed both on the wall and in the side panel of the website,
– banners and (recently less popular) pop-up ads.

It is worth remembering that there are different accounting systems. The most popular are pay-per-click, where you pay only for ads that have been clicked, and pay-per-view, where payment is made in relation to the page views of the message.

It may seem that the challenge for this promotion system is the fact that many people use software to block such advertising messages. Nevertheless, more and more portals encourage their recipients to unblock promotional content or protect themselves against it by preventing access to the content while using a blocker. Therefore, reasonably prepared outbound marketing ads create an opportunity to effectively reach the customer.

You cannot forget about remarketing, i.e. the strategy of displaying personalized advertising banners, based on the user’s cookie files. It is a very effective outbound tool that directs a potential customer straight to the offer they were already interested in.

Mailing
Mailing is often viewed in terms of inbound promotions. Indeed, it is often the case that a company obtains leads from potentially interested people, and then sends e-mails encouraging people to read blog articles etc. ? What if the messages are purely advertising? While many of these messages can be classified as spam, some will “make it through”. So when such messages are sent on a mass scale – and this is a relatively cheap solution – there is the prospect of profit.

SMS messages
Although in order to receive them, you must subscribe to a specific SMS newsletter, it is a typical form of outbound advertising. The recipient usually receives very specific advertising messages, with information about current promotional campaigns or discounts available to him. The company therefore directly encourages to take advantage of its offer and aims to obtain a quick conversion.

Is it working? This form of promotion can be beneficial, for example, when the target group includes many middle-aged people. They are still attached to sending traditional SMS messages in exchange for communication using Facebook Messenger or WhatsApp.

On-site advertising
So, all those that appear directly on the company’s website. The website itself is obviously a promotional tool. However, you can use additional tools to increase conversion. Those from the outbound catalog include, for example:

– pop-up pop-ups – e.g. those with messages about promotions or with a discount code for purchases,
– on-line chats – they also appear on the website, not called by the recipient, to encourage him to contact,
– web push notifications – i.e. pop-up notifications for the client or “flashing” page header in browser tabs.

These types of messages can be highly effective and carry a lot of sales potential.

How to conduct outbound marketing and what mistakes should be avoided?

Outbound marketing, as you can see, can be an effective sales tool. Nevertheless, the method of conducting activities must be adapted to the expectations of a modern recipient.

Remember: times of intrusive communication, in which the client might feel pressured and persuaded, are a thing of the past. That is why in outbound communication it is worth focusing on:

– relative personalization of communication – wherever possible. When preparing each advertising message, its purpose should be precisely defined, the expected reaction of the recipients, as well as the characteristics of the target group,
– advisory tone – modern sales is about accompanying the customer in making decisions, and not about persuading him by force,
– skillful selection of outbound channels – others will be suitable for running a nationwide campaign, and others for promoting a niche e-shop.

And finally, the most important thing: if you want to achieve marketing success, mix inbound and outbound strategies. If you are not sure how to find the balance between the two tools, get help from experts.

Why is it so important? The answer to this question is simple. Specialists:

– they will analyze your market situation as well as what you have to offer to your customers,
– define what the target group of your recipients looks like – outline their personas, thanks to which you will know who and in what form to address,
– they will adjust marketing tools to your budget and the time range of the goals to be achieved,
– prepare a specific advertising publication plan – with the selection of media, tools and specific messages,
– they will watch over the effectiveness of campaigns and report their results.

Thanks to this, you will be sure that the funds invested in the inbound and outbound promotion will work for themselves and return in the form of an expanded customer portfolio.

Marketing persona – what is it all about?

People talk a lot about marketing, but not everyone knows what they are. A marketing person can be defined in various ways. Simply put, this is the type / profile of the client that represents the greater part of a particular group. Persona has its own individual characteristics, behaviors, values – these are the guiding principles when choosing a product or service. The so-called. buyer persons (or marketing persons) are fictional characters but have the characteristics of real customers. Their task is to facilitate the work of marketing, communication and sales departments. Thanks to them it is possible to design a communication path for a particular group of recipients.

To speak more scientifically, “Persons are fictional characters based on customer data that represent different segments of target audiences.” However, the simplest definition of marketing person is the ideal client of a given brand / product / service.

Perfect customer – how to find him?

Creating a marketing person requires a lot of time and attention. I recommend focusing on even the smallest details, because they can later be of great importance in communication. Person can be determined based on your own imagination – this is a solution for young brands, but it is also much better to reach for analytical data on already acquired customers. When looking for the perfect customer, you need to combine both demographic and psychographic data. Remember that persona is not only a description of the ideal customer’s personality, but also a set of all factors that may affect the purchasing process. What should a good description of marketing personnel contain?

– Demographics. They answer the question of who the ideal customer is. This part of the description includes information such as age, gender, place of residence, education, role in the family.

– The financial data”. They answer the question how much an ideal customer earns. This part of the description analyzes information such as the type of work performed, position held, scope of duties, industry, size of the company, amount of earnings (in the range), how much it spends, how it pays, where it buys, what savings it has.

– Data on rituals and behaviors. They answer the question of what a typical ideal customer’s day looks like. For each brand, different rituals and behaviors will be important, but it’s worth gathering them as much as possible. In this part you can, for example, describe how persona moves to work, what she does in her free time, where she goes on vacation, what she reads, what she eats for breakfast, what time she gets up, where she goes shopping, what her interests are, or browses the Internet on a computer or mobiles, at what times it is active on the network, etc. This subitem of description is one of the most important, because it allows you to immediately determine what points of contact with the brand can be and when they can occur, e.g. during a tram ride on universities.

– Data on needs. They answer the question, what is the ideal customer’s problem and how can you help him develop it? Problems may loosely relate to the services sold or be closely related to them. For example, a young mother may have a problem with lack of time for herself – the solution: she needs your time planner or e-book to organize yourself at home.

– Value data. They answer the question, what are the most important values, ambitions and goals of an ideal customer. This information is needed to determine the incentive that a marketing person will be given to make them want to buy.

– Data on concerns. They answer the question what an ideal customer is most afraid of. This type of information can also motivate the customer to act. The biggest fears are a good way to encourage action – e.g. you don’t want to have a stomach band, reach for an e-book with exercises or healthy recipes.

– Data on shopping behavior. They answer the question of how a perfect customer buys. This part of the description should contain information whether the client is susceptible to expert words, whether he pays attention to promotions, whether he values ​​the recommendations of friends / family / influencers, whether he checks price comparisons, whether he focuses on quantity or quality.

Based on all this information, a description is created of the marketing person to whom the name is given and the photo is added. This allows you to better image the perfect customer. Good advice: it is best to add the photo at the very end (so as not to succumb to stereotypes based on the appearance), and also put on the most natural image possible.

When creating a marketing persona, it’s always worth reaching for professional tools. Thanks to them, it will be easier to obtain quantitative data and will not be a divination from coffee grounds. It is good to combine data with observations, as well as customer interviews (if any).

Client or clients – how many marketing persons should a brand have?

Hardly any company has only one marketing person. Typically, brands make up to 3 to 5 people. This is considered a minimum. However, you must remember not to force a dozen or so perfect clients. Creating a person is not about describing every possible customer on the market, but the one who can actually be the perfect brand. Another thing to remember is that each persona created should represent a different audience segment. Perfect customers cannot be almost identical and differ from each other only, e.g. by age.

It should also be mentioned here that marketing persona is not only a B2C business tool. Companies operating in the B2B sector should also take care of their creation.

Why is it worth to meet an ideal customer?

Marketing persona is primarily to improve the activities of marketing and sales departments. Creating them makes communication more effective, and so-called budget burnout smaller. Other benefits of meeting an ideal customer include:

– Defining the target group of the project, e.g. introducing new phones models to the store,
– Understanding the needs of customers, their goals and motivation, which allows, among others determine whether the introduction of a new service / product makes sense,
– Adjusting brand communication (of all teams and departments) to the language spoken by the customer, which will eliminate errors and allow you to reach him and sell the product faster,
– Identifying the “places” where customers are most often and conducting the most intensive marketing activities there.

The role of marketing persona in the purchasing process

Marketing persona can play many roles in the purchasing process. Moreover, it will not always be involved in the transaction. It is therefore important to know the role of the person. They are divided according to the tasks they play.

The first role a persona can play is the buyer. He purchases the product. Persona can also be an initiator, i.e. subject to the idea of buying a service or product. The next roles are advisory, user, decision maker. Understanding these roles allows you to assign them to specific people. It should be noted that decision-makers are not always reached. Many brands in their person grid will have primarily advisors and initiators, this is not a bad thing, but you need to adapt the content to their needs and decision-making possibilities.

Is marketing persona needed in SEO?

Marketing persona are usually used by marketing and communication departments. Persons are also important for the sales department. However, little is said about the importance of marketing persona in the context of SEO. However, they are inseparably connected. The created personas facilitate the optimization of the website and its positioning in the search engine. A brand that has created people knows what products they are looking for, their priorities and how it works on the web. Thanks to this SEO activities are more targeted. They allow, for example, to choose a set of keywords for a given person and carry it through the entire purchasing process.

Marketing persona also help in working on Customer Journey Map. CJM is a customer journey map from the first contact with the brand / product to purchase. Knowing your persona, you can significantly reduce the route of travel, prevent chaos, maximize positive experiences. Thanks to this, the company does not burn the budget and runs tailored SEO campaigns.

Let us also remember that marketing persona are increasingly important for the website’s UX and its readability and functionality. As every SEO knows well, this translates into search engine results. Many companies decide to create websites, or landing page dedicated to specific people. Their appearance is tailored to the needs, preferences and expectations of the perfect customer.

Marketing persona are one of the most important elements of each brand’s advertising and content strategy. They can also help in SEO. Thanks to her, one knows how, to whom and what to talk about. The process of creating persona is not a day or two. You have to get to know your perfect customer. Determining your age, gender and place of residence will not make him your friend. And he should be. The better and more accurately you meet the marketing person, the more useful it will be in building communication, marketing and SEO strategies.

Target group in SEO according to GSC

If you look at GSC (Google Search Console) then you won’t find information about target groups there, which you can specify by e.g. age but you can read a lot from the keywords that appear there: – price cuts – this is already a clue that you can use to expand the site with additional subpages or content. The target group determined by the prism of price shapes your pricing policy and also indicates whether a given group of words will benefit you or not (because you may not sell this assortment up to $ 20 but you will still start). At the same time, on this basis, you can specify the target group in terms of income (or at least try).
– questions – they prove the nature of the information sought and constitute the basis for building answers. For example, if someone types in “how to examine the competition’s keywords,” we can assume that it is either a seo or the owner of a new business. So why not answer this question with a solution scheme and an additional incentive to buy my service?
– “how to teach a dog to bark” – here you can also do a lot in terms of building content and handling specific target groups
– it may happen, however, that the target group is not the same as the typed phrase – for example, “online printing house”. If the customer is indeed a printing house but only supports the B2B market, then it is worth clearly saying to such a customer that yes, he has a lot of traffic, but there are no customers there, because this is the B2C market and in organic results this group of customers is the overwhelming majority. That is why it is worth considering whether we really want to push ourselves – our customer.
– devices – in GSC we have the ability to verify group traffic according to the type of device used. Thanks to this, we know whether the target group are passionate computer players or mobiles people (e.g. tourists).