Organic traffic and the costs of its acquisition

Many people associate organic traffic mainly with huge publishing expenses for several thousand dollars a month for the purpose of obtaining links. Link building is important, but it is not the only thing you should do. Many things can be done inside the website, and link building itself does not always have to be associated with huge expenses. What is certain is that if we neglect the onsite factors – link building itself may not give the desired effect.

Content creation and optimization

When generating organic traffic, the main costs are:
– our time (I assume that with the current slowdown of the economy and lower turnover of companies, there is more of it to be spent),
– content cost (you can send specific guidelines to a copywriter or write content using resources in your company).

If we are able to create content ourselves, it is a huge saving. We know that content is worth building and that it can be done at a lower cost. But what to write about? How to plan the created content? You can use many tools, including free ones.

Content creation – where to get ideas?

Before we start creating content, we need to plan it skillfully – that is, develop the subject, structure of the document and create a list of keywords that must be in the content. A common problem is the lack of ideas for generating content. I will not elaborate here on how to research competition in paid tools or on graphs and keyword relationships. After all, the intention of this article is to indicate ways that do not involve expenses.

Google Search Console

A huge treasury of free knowledge is Google Search Console – a tool that can be implemented for free and collect data on the visibility of our website.

How can this tool be used? You should analyze the data in the “Effectiveness” tab and search mainly for:
– phrases that, despite the far position, have quite a lot of views,
– phrases that have a lot of views and are located just outside TOP10.

We can narrow down the data to words that contain a specific word or string of characters. Thanks to this, we can both create content (in a situation where we mentioned a certain issue alongside other content – it is worth building a dedicated content that describes it accurately) and optimizing the current content.

Regardless of whether we are creating new content or trying to optimize the current one – remember about the most important elements:
– carrying out a TOP10 analysis for a given word (context of the content already created, length or optimization method),
– title meta optimization,
– appropriate keyword saturation,
– including the most important keywords in the first paragraph.

But what if we have not written about a given topic and there is no mention of it in GSC? One of the cheap, but unconventional ways, is to use customer inquiries or industry knowledge.

The client will also help you with SEO

It is worth carefully analyzing our clients’ questions and taking note of the latest trends in a given industry. During my work, when I send clients suggestions for topics (which were generated in a paid tool based on a keyword association), I often get a response that clients actually mentioned it during their inquiries. A real challenge for a person who does not have access to paid tools is to verify which queries have search potential.

In the case of reducing the costs of activities, we can use, for example:
– keyword planner (when we have an active Google Ads campaign – we have access to information on the number of monthly searches),
– a free counterpart, which usually has limits on the number of polls per day.

Or maybe take advantage of the knowledge of others?

One popular way to create content on your site is to provide guest posting. It is worth looking for people in the industry who have knowledge and would like to share it on the pages of another portal. We do not have to take money from the author for the possibility of publishing content with a link to the website – often it is enough to pay in the form of a substantive article, which can also generate traffic from search results.

Another factor influencing our visibility may be the author’s reach in social media and broadly understood popularity. If a recognizable person publishes content on our website and it reaches many recipients – recipients can start looking for information about the portal, which also increases organic traffic from brand traffic.

Link building – not always expensive

The subject of link building itself is very extensive and highly dependent on a given industry and the competitiveness of phrases. Nevertheless, at the beginning of cooperation with a client, I always try to be alert to the great potential of such inexpensive and unconventional linking methods. There are many methods for such cheap linking, and these are just a few of them.

Check your previous publications

Customers often mention that they published substantive content on the most famous industry portals or used the services of a PR company that published content on behalf of the client. If you have a list of such publications, for each of them:
– check if there is a link in the publication (preferably without the nofollow attribute),
– if there is no link, add to the “contact” list,
– write a request for the possibility of placing a link to the URL of the page.

Some websites may refuse, some will demand payment for the link, but in many cases it is enough to develop a list and one template e-mail.

Guest articles – sharing knowledge pays off

The scheme of operation in this case is the same as in the previously described sharing of space for experts’ statements. The only difference is that this time we express ourselves on external websites and share our knowledge. In return, we receive a link and potential brand traffic. If the portal on which we publish our content has a large group of recipients – some of them may search Google for information about the author and search for his website.

A unique offer is also a chance for a link

As a business owner, you know your offer perfectly well and know the target group. If your potential customers form communities and have associations or clubs – it is worth establishing not only offline cooperation, but also asking for a link. One example of a tailored offer is schools that offer driving lessons for people with disabilities. All it takes is a quick research and we find a page where driving school websites with such an offer are available.

Internal linking – often untapped potential

Many people hearing the phrase “linking” associate it with acquiring links from other websites. The techniques of cheap external linking have been discussed above, but there is also information about the potential of internal linking. Through internal links (where we have full control over the anchor text of the links), we can also influence the position of keywords.

It is important to analyze which subpage is responsible for visibility for a specific keyword and not to mix up internal links in the target addresses. A common mistake in portals’ editorial offices is linking to various thematically related articles using the same keyword. This misleads Google and increases cannibalization by boosting a few similar articles.

You must create a map of internal links:
The keyword in which we insert the link Internal link address
Keyword – 1 / subpage-X /
Keyword – 2 / subpage-Y /
Keyword – 3 / subpage-Z /

Any further internal linking should follow this pattern.

You probably think now that such internal linking and browsing the site is a lot of work, not to mention the cost. There is also a certain way for this. Internal linking can be automated – with the use of related articles modules or through the scheme of inserting internal links according to a certain key.

You have probably seen the module of similar content more than once on many websites, but it is worth making sure that the mechanism of generating these links works according to a certain key – after similar keywords or thematic connections between articles assigned manually in the CMS.

Automatic linking in the content is used less frequently, but it works in a very simple way. We determine that when a specific keyword appears in the content, a specific link to another subpage will be inserted there. It is also worth adding the condition that such a link has not been added higher in the content, which will limit the number of these links on one subpage. Such a solution can be implemented on individual orders from the programmer, or in the case of more famous CMS systems, look for ready-made solutions.

Summary

The Paraphrase-Online.com Team hopes that with this article you already know that there are many ways to increase organic traffic on your website – not necessarily at the expense of a lot of cash. You can use your own and our clients’ knowledge on many levels. In addition, a whole range of activities related to content planning or its creation can be performed within the organization. Therefore, do not hide behind high costs and start working on the website visibility on Google today.

What determines the price at the copywriter?

The rate for the texts depends mainly on three factors:
– Type of texts – the more difficult the topic and the more demanding the query, the higher the price;
– Order volumes – wholesale orders are cheaper;
– Cooperation time – copywriters usually offer more favorable terms to regular contractors.

To the above variables, there are issues of competence, individual financial expectations and scope of responsibilities (some copywriters offer to put content on a blog or graphic design). The valuation is further complicated by the number of possible corrections and even the possibility of issuing an invoice. This thicket of information makes the copywriter’s price list unique and adapted to each writer-bidder.

Contemporary trends on the copywriting market

Until recently it was said that due to the increase in competition the amount converter for 1000 characters will be consistently falling. Meanwhile, the market has not reacted by falling prices to an increasingly large group of SEO copywriters – contrary to expectations, the range of rates increases, and the financial expectations of copywriters have a wide range.

The reason for this gap is that the creation of substantive content is undoubtedly a difficult task. The work of experts never loses value. Some companies do not want to save on their image, so they can afford more expensive copywriters who create fully professional texts.

What rates are we talking about? How are the “price ranges” currently shaped and how much does good content cost?

Copywriting rates

Below are the average rates that you can most often encounter when browsing cooperation offers.
– Blogging articles: from $ 10 to $ 50 for 1000 characters.
– Back-up texts: from $ 3 to $ 18 for 1000 characters.
– Product and category descriptions: from $ 8 to $ 30 for 1000 characters.
– Content per page: from $ 200 to $ 1000 counted as a whole for the project.
– Leaflet texts: from $ 30 to $ 200.
– Naming and advertising slogans: from $ 100 to $ 5000 per project.

As you can see, the amounts vary and it is impossible to define a universal solution that will prove to be profitable. Each company has different needs, which is why the choice of copywriting prices will always depend on financial possibilities and expectations regarding the quality of texts.

Billing for signs or for the whole project?

There is also no ready answer to the question of how to settle accounts with the copywriter. The predetermined cost of the project is convenient and transparent, although it is not easy to get a fixed length of the text – most often it is referred to the target value around which the volume of content oscillates.

As for the characters with spaces, this converter accurately reflects the price due for copywriting, but it can lead to some misunderstandings depending on which fragments are counted (it is not always known whether tags, meta-descriptions, alternative texts are subject to it). For this reason, when establishing cooperation with a copywriter, it is worth making sure that the settlement rules have been established clearly.

Price for copywriting – summary

Talking about money is never easy and comfortable, so it’s even more important to clearly define what elements make up the final price of copywriting.

The range of amounts is wide, so specify your expectations and budget before you set out to find the perfect copywriter. Remember to clearly specify the requirements for the quality of the texts, as well as the scope of responsibilities and the number of possible corrections.

Why do we share content?

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

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

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

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

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

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

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

We share positive content more often

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

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

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

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

We all apply the reciprocity rule

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

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

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

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

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

We compare ourselves with others

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

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

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

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

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

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

Summary

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

Content marketing and its impact on SEO

Content marketing is one of the main factors affecting rankings in organic search results. Its use allows:

– tell Google robots what the page or subpage is about,
– contain key phrases with high potential, important from the point of view of positioning,
– increase website traffic,
– provide users with valuable and useful content,
– build the image of an expert in a given industry,
– increase conversion.

Publishing the content gives search engine robots a signal that the site is still working and is constantly updated. Unfortunately, creating new content, optimizing it in terms of search engine algorithms, and then assessing the potential in terms of profit take a long time. Therefore, before we undertake any content activities affecting website positioning, it is worth finding out what content is worth investing in.

Fresh content – does it affect positioning?

Users like not only valuable, but also current content. For the same reason, they are also valued by Google search algorithms. What is the so-called fresh content? This is content that:

– is associated with recent events that are gaining popularity (e.g. natural disasters, individual sporting events, presidential elections, information on celebrities),
– applies to events that are repeated periodically (Olympic Games, TV programs – e.g. Dancing with the Stars),
– it is updated frequently and is subject to numerous changes (e.g. product reviews, lists and rankings of the best equipment, which are updated at specified intervals).

The emergence of new, popular content arouses the interest of both current and new users – regularly published content increases website traffic and clickthrough rate (CTR), which can also affect positioning and position in organic search results.

What content should you choose? In an electronics store, attention should be drawn to an article about the most popular smartphoness or useful home gadgets that improve everyday life. In turn, in the gadget store, an article about 5 best gifts for a partner may turn out to be interesting. What’s more, such content, although related to a specific event, will also be current next year.

Fresh content – what content is it?

However, it turns out that “fresh content” is not always closely associated with the date of publication. It is the search engine algorithms that decide which content will be matched to the user’s query. It may turn out that the “fresh content” will be an article from a few minutes or hours ago, but also from a dozen or so days ago or from the previous month. Example? In the case of the password associated with the presidential election, the search results appear published several dozen minutes ago, a few hours earlier and a few days earlier. In turn, the slogan “the best smartphoness” we see both articles from a few days ago, and 2-3 months ago. Matching the most current results to queries related to current events is the result of two updates – from 2009 on indexing and from 2011 (the so-called Freshness Update), which affected about 35% of searches, and thanks to which today in the search engine we find content recently published.

Query Deserves Freshness – what does this mean?

Therefore, it turns out that Google algorithms prefer “fresh content” only for some queries. They are so-called Query Deserves Freshness (QDF). If Google considers the password to be “fresh”, the results will show recent material, but the time may vary – from a few minutes to several months, depending on the type of query. You can use such searches to create relevant content and increase website traffic, but it’s worth remembering that in the future, when the increased popularity of the query passes, the traffic generated by the material will also be limited. This does not mean, however, to opt out of fresh content, because they can be a source of many valuable links. What’s more, it’s worth choosing the right title for them – the year of publication visible in the search results can affect the increase in the clickthrough rate (CTR), which already has a direct impact on the position in organic results.

For queries outside Query Deserves Freshness, the date of publication of the article will not have a major impact on your search engine rankings. Examples of content for which publication time is not important include:
– recipe for pancakes,
– blog entry titled Which phones case should I choose?
– blog entry titled 5 ways to get a better night’s sleep.

In the above cases, not the date of publication will be relevant, but:
– value of user information provided,
– use of relevant key phrases in appropriate density,
– traffic generated by the subpage,
– authority of the site,
– popularity among recipients),
– valuable links to the site
– and many other factors.

Evergreen content in positioning – how to use eternally live content?

Somehow in opposition to dynamic content associated with current or cyclical events, stands the so-called evergreen content, which is eternally live content that does not become outdated despite the passage of days, months and even years and in the long run generates constant, valuable traffic. This type of content contains universal advice, tips and information that is not affected by the passage of time. The carrot cake recipe from 2020 is no different from the one from a few years ago. What materials are covered by evergreen content? Primarily:

– guides (how to choose an exterior door for your home, how to create a happy relationship),
– industry lists (5 ways to better sleep, 3 methods of coping with stress, 7 best natural cosmetics),
– case study,
– dictionaries of terms,
– answers to user questions and FAQ sections.

However, this does not mean that the content that users are looking for at all times, regardless of the season or season, does not require editing. Why? Because technology also changes over time. An example is the marketing and internet and positioning industry – the article on SEO myths from 5 years ago will look completely different from the one published in 2020. Therefore, if we have already created a text on such subjects some time ago, it is worth keeping a finger on the pulse and adapting it to the changing information and ways of positioners.

Fresh and evergreen content and SEO

Publishing new content usually involves either creating new subpages or updating existing ones. It is worth remembering, however, that adding content or updating it must be a thoughtful strategy, not “art for art’s sake.” If the newly published content does not bring value to the user, it probably will not bring you the expected benefits (more traffic, higher conversions). Therefore, when updating content, you should avoid practices such as:
– changing the publication date to keep the content up to date,
– cosmetic, minor changes on the page (in ads, user comments, JavaScript, etc.).

The higher frequency of updates of a given subpage and website generally causes Google robots to index it more often. A larger number of articles on a page or blog in this way generates more traffic, which indirectly affects positioning, but if this traffic is of little value (e.g. it will increase the bounce rate), then it does not have to be associated with an improvement in the position in organic search results. What’s more, SEO experts are multiplying examples of entries in top10 searches from pages that have not been updated for a long time. Therefore, the frequency of publication can affect website positioning, but does not have to, and there are so many ranking factors that it is difficult to predict the effects.

If the updates are not valuable to the user, then probably Google’s algorithms will not display them in high positions, and the content will not generate the increased traffic or conversions that we care about. Such actions do not make sense, because the content is created in order to achieve specific business goals.

Content recycling

Who said that created content can be used only once? The growing popularity of various forms of communication with users means that the existing material can be transformed into a slightly different one with little effort and reused. Examples?

– A tutorial entry on a blog can be a great base for an infographics or a podcast, and a series of tutorials material for an ebook.
– Multimedia presentation for training participants can be converted into a PDF guide (or vice versa).
– Graphics prepared for social media can also be found as an illustration of a blog post.

This reuse of already existing content is what we call recycling. These activities involve creating new content that is valuable to the user, based on existing content and has nothing to do with duplication. Content recycling can also consist of:
– article update, which we already have on the site,
– combining several old articles into one larger material (remember to redirect to avoid losing links to the material),
– extension of the guide,
– re-sharing the article on social media (containing content that does not become outdated).

What are the benefits of recycling content? Primarily:
– we save time – creating completely new materials would definitely require more energy,
– we attract recipients interested in a given medium (some prefer to listen to podcasts, others read blog entries),
– we are increasing the number of potential recipients,
– we support SEO and conversion – modern forms of content marketing, if properly optimized, also affect positioning,
– we “remind” the content of search engine algorithms that re-index the page, i.e. evalsuate its content.

How to choose subpages that need updating?

It is worth betting on updating the content if:
– the content can (and even should) be supplemented with new, valuable information,
– the site has collected valuable links and you don’t want to lose them,
– the material ranks in the top 10 search results for interesting phrases, but does not generate conversions,
– The site has several articles on a given topic, but only one of them generates relevant traffic.

When to create a new article and when to update an existing one?

Why is it not always profitable to create a new article? Because new content, unlike existing content, doesn’t have valuable links (e.g. from social media). If we want to use their potential, and at the same time we have no idea for new material, then a good solution may be to supplement the content of an existing entry. In the case of new pages that do not yet have a lot of content, it is worth focusing on new content, because these expand the catalog of keywords, which will be visible in search results.

Step by step content update on the page

To assess which pages we should update, it’s worth focusing on a content audit. Thanks to this you will be able to verify which subpages bring the expected results, which do nothing for you, and which are potentially harmful. To this end, you can use tools that analyze the traffic generated by individual URLs. Among them are:

– Google Analytics, which shows, among others bounce rate for a given subpage and the time spent by the user on a given subpage,
– Google Search Console, indicating the number of views; if there are many views and the time spent on the subpage is short, it is a signal that the content may be unattractive.

Updating content can be divided into several stages:
A. Log in to the Google Analytics account and go to the Behavior-> Website Content-> All Pages section, where we will find the most popular entries on our blog. On this basis, we preselect pages that are worth analyzing in more detail. It is worth to read them again, compare them with similar materials available from competing companies or stores and think about whether we can expand, enrich or change our own content.
B. We use popular tools – Google Analytics and Google Search Console. The data stored in them will help us choose the elements to improve. If:
– you have a high bounce rate, increase the attractiveness of the content – for example, supplement it with eye-catching graphics, tables, charts;
– the data shows that the specific subpage has a low CTR (Click Through Rate), it is worth considering changing the meta data – title, meta description;
 – the subpage generates very few conversions, focus on visually attractive CTA (call to action).
C. After making any changes, it is worth following the results in the above-mentioned tools – in this way you will find out whether the implemented changes and enriched content actually brought the expected results.

There are content that will always be up to date. However, because technology is moving forward in many areas of information, current a few years ago, today is useless. Therefore, it is worth looking at your site in this respect and checking whether we can improve, update or improve the previously created content. To this end, you can bet on:
– interesting combinations (e.g. data in a table or in the form of diagrams),
– infographics,
– updating statistical data,
– posting the opinions of other industry experts.

It may also be necessary to verify keywords – phrases popular in the past do not have to be today. It is also worth interfering with internal linking. Why? Because while we often place links to existing entries in new content, we often forget to update existing entries with links to new subpages or blog content.

Content update and conversions

One way to increase conversions is to update and enrich the content. Many SEO experts have achieved amazing results in this way. Ireneusz Iwański (Paraphrase-Online.com) increased the conversion rate from 0.54% to 4.82% in one day. An important content update can also be condensing information in one place. Lists with interesting links also attract users and increase conversions. How can this trend be used? If you’re writing an article about featured groups on Facebook, provide links to them. If you create a post about tools for a positioner, put in it links to pages of specific tools.

Use the potential of content in positioning.

The Content is King slogan is still alive, but in order for content published on our website to have a positive impact on positioning, you need to spend a lot of time and work. What’s more, user preferences and technologies are constantly changing, and website and blog owners must keep up with them. If we do not have time to create content on our website and update it, as well as regularly enrich or supplement and analyze the results, it is worth focusing on cooperation with an SEO agency. It employs both positioners responsible for technical optimization of the site, as well as content marketing specialists. Thanks to this, the team of experts will not only create valuable materials for the user, but will also update and enrich them as well as analyze their effectiveness. What’s more, by working with a marketing agency, you’ll also get a valuable profile of links that lead to your site. Only in this way – by focusing on comprehensive actions – can you count on the effects of positioning. Because content, although very important, is only one of the elements of SEO strategy.

In the elements of eristics and rhetoric we read: “In statements, keywords should be repeated or replaced with words related to them semantically.“

Of the four advantages of praising (brightness, correctness, appropriateness and ornamentation), repetitions affect two. Thus, thanks to repetitions, the statement becomes clearer (specifically: consistent) and decorative. They will also make it easier for the specialist text reader to remember the most important information.

How to increase consistency through repetition

Have you often heard the phrase: “Replace repetition with a synonym“? Well, I have interesting news for you: a synonym is also a repetition! Only inaccurate. Both exact and inaccurate repetitions and discussions, i.e. periphrases, help to make the text consistent. What repetitions will give the text consistency?

– the same word – when necessary, e.g. Google values ​​timeliness. If you expand an old article by adding some new paragraphs to it, Google will see it and index it again. Although you can replace the word “Google” with the word “search engine” in this sentence, Google will be more precise.
– a synonym, She liked to wear a hat with a feather. The decorative headgear attracted the attention of passers-by.
– a more general word, e.g. People surrounded Angelina with a wreath. This squat woman with a distracted look knew all the latest news.
– replacement of one name with another, i.e. metonymy, e.g. The actor read the poems of the master. The words of the master from the forest, heard years later, seemed different than in school times.
– pronoun, John made an appointment with Julia. He invited her to a concert of his favorite band.
– discussion, or periphrase, e.g. We ordered a chicken stew. Pieces of meat in white sauce served with loose rice turned out to be a good choice.

So when should you avoid repetition? And how, if the synonym is also a repetition? Let’s look at the sentence: A terrified neighbor ran out to the staircase. The man shouted: “People, thief!“. Repetition of an inaccurate male neighbor is superfluous and additionally confusing. Is the man who shouted a neighbor or someone else? So let’s apply the most effective editing rule: remove the unnecessary word. A terrified neighbor ran out to the staircase. He shouted: “People, thief!“

How to decorate and strengthen the text with repetitions

Writers, repeating words, do it on purpose. In addition to creativity, rhetoric helps them in this difficult art. Ways of deliberate repetition have already been discovered in ancient times.

According to the rules of rhetoric, repetition belongs to the word figures by joining. Unlike the figures by dropping, which serve to condense the content, the figures by attaching contribute to its elongation. Unnecessary? Only seemingly.

Repetition as an ornament helps to highlight words, draw the reader’s attention to them, and also play with the language. How to create such a repetition? Learn the word figures that will help you.

Poliptoton helps to focus attention on the repeated word

Repeat the same word. In this way, you’ll notice how important it is, e.g. Is there anything more valuable than time? Lost foaming can be recovered, lost time – never. And yet, when we share time with a loved one, we multiply it. Poliptoton will work better in oration than in the text. Very often we hear it in the speeches of politicians who want to emphasize the importance of a thought in this way.

Anadiplosis adds pathos

Begin the sentence with the word that finished the previous sentence, e.g. We are trying to catch up with the world and the world is not waiting for us. In this way you will emphasize the continuity of thought. Ireneusz Iwański aptly notes that anadiplosis gives the expression a shade of pathos.

Anaphora serves to strengthen

Repeat the same word or phrase at the beginning of the following sentences. According to Marek Walas, anaphora enlivens the text and makes it more emphatic. This is probably why you can often see it in advertising slogans, and they repeat it three times, e.g. in the slogan My Life. My world. My furniture. Use anaphora to stress the voltage. Let each subsequent sentence sound stronger than the previous one. Finally, anaphora, from Greek, means “lifting,” for example. She was beautiful. She was perfect. She was so haughty that I was afraid to look her in the eye.

You can repeat the selected word more than three times. Thanks to this, the tension will last even longer. Here is a statement by Captain McAdams about his last boat trip. Subsequent subordinate sentences begin with the word no:

“Not a solemn farewell in New York, not the journey itself without interesting events, not a couple of weeks waiting in Hong Kong for handing over the ship recycling facility, not even the moment of deliberate grounding or leaving the flag. I was most moved by the last descent on the gangway and the reflection from the side of the motorboat taking us. The ship was about to cease to exist. “

Epifora highlights the end of the sentence

If you repeat the same word not at the beginning but at the end of the text passages, you will receive an epiphora. Usually it appears in texts in which the subsequent parts have a similar structure, so they are parallel.

It is difficult to write a few sentences with the thought that each of them will end with the same word and make the whole sound natural. Despite this, the epiphorus appears quite often in advertising. Then the repeated word – often the brand name – appears as an answer to the recipient’s problems, e.g.
Fever? New Healthy Brand!
Sore throat? New Healthy Brand!
Overwork? New Healthy Brand!

Epanalepsa shows what the point is

Put the repeated word in important places – preferably at the beginning and end of the sentence – to emphasize what you think is the most important, as in the example: History belongs to us and the people create history. Epanalepsa will also add drama.

Diafora discovers a new sense of the word

Use the same word twice, but in such a way that the repetition prompts the reader to think about its proper meaning, e.g. What steel is steel.

Paronomasia encourages linguistic play

Use similar wording with different meanings. In this verbal fun you can also use words that sound the same, but differently written. Advertising often uses paronomasia as a set of words that differ in one or more letters.

Repeat to make it easier for the reader to remember

All information that reaches you at a given moment goes to the sensory memory, in which it remains for a maximum of 2 seconds. The ones you pay attention to are supposed to be stored in short-term memory for about 20 seconds. From there, the road leads to long-term memory. It will contain only a small part of what you have stored for a moment in short-term memory.

Proposal? Only information that he draws attention to has a chance to get to the reader’s long-term memory. You’ll increase this chance by repeating important words. “Repeating is kind of lengthening attention.“

This way you can also help the reader remember more. Because repetitio mater studiorum est. How and what to repeat in an expert article?

At the beginning of the article, pay attention to the dates you will write about – for the time being to make them interesting. You can ask a question that will direct your attention. For example, at the beginning of this article I asked a question in which two names appeared: “Do you know how to use such rhetorical figures as polyptoton or epanaleps to strengthen the text?”

Explanations and definitions in the further part of the entry will cause that the announced date will be repeated in the article. I described both polyptotonoton and epanalepsis in subsequent parts of the text.

Repetition is also a summary. You can summarize the knowledge after each important passage, or collect mainly thoughts in conclusion, as I will do now:

– Thanks to repetitions, we increase consistency, add expressiveness and facilitate memorization.
– Exact repetition, synonym, pronoun, generic word, and discussion affect consistency.
– Accidental repetition often confuses or delays the content.
– Intentional repetition helps to focus attention on a selected word, emphasizes part of the sentence, encourages linguistic play or shows what the core of thought is.
– To make it easier for the reader to read a specialist text, repeat key terms and summarize messages.

Whisper marketing – definition

The key concept associated with the definition of whisper marketing is recommendation. What is the point To understand, think about how often you talk to family, friends or colleagues about different types of products. Do you ever share your opinion about the fridge you bought or how the new TV works? You recommend your friends proven repair companies or shops with friendly service. This is what a whisper is based on.

The goals of whisper marketing are:
– arousing interest in a given product or brand, encouraging consumers to discuss it,
– creating trends – building “fashion” for specific products or brands,
– strengthening the brand image through positive recommendations,
– spreading information about current promotions, and thus – increasing the likelihood that the customer will opt for the product.

What forms can whisper marketing take?

“Whispering” can be run both online and offline. The second category includes actions led by brand ambassadors. But online whisper marketing is the most prevalsent. This happens because:

– campaigns are easy to carry out – they can even be partially automated,
– you can gain wide ranges in various communication channels – some time ago the “whispering” on the forums was the most popular, today this role is taken over by social media,
– You can engage audiences in discussions about the brand in many ways.

But the divisions are not over yet. Because online whisper marketing alone can also be implemented by various methods – less and more ethical.

Whisper marketing – it’s not just paid posts on forums / social media. The first association many people have with whisper marketing are paid posts placed on internet forums or on Facebook by hired people. I must admit that just a few years ago this was the form most often taken by the whisper. They paid for the mass insertion of positive opinions and whispered ads on various forums, as well as in the form of comments on social media. Today, there are still brands that use this way of promoting themselves on the market – this is common, for example, during political campaigns. Nevertheless, it is worth considering:

– how unethical whisper marketing will translate into the brand image in the long term?
– how soon will customers realize that this is an “artificial” campaign and not authentic opinions published by users?

You may think that an efficiently implemented “whisper” will keep the impression of naturalness. Remember, however, that consumers are becoming more aware and able to better detect intrusive ads. And in the modern marketing model there is no place for them. That is why whisper marketing in this form is slowly becoming a thing of the past. However, this does not mean that the strategy based on recommendations is bad. On the contrary. All you have to do is focus on more ethical and effective in the long run.

Authentic reviews are at a premium

Did you know that as many as 88% of users trust authentic, verified online reviews, as do recommendations obtained through personal contact? Exactly. The term “AUTHENTIC” plays a key role here. That is, not those commissioned by copywriters, but prepared by people who really bought the product / used the service.

You may find it difficult to obtain them. But look at the success of Google Maps, which encourages users to post reviews of places they’ve visited. In fact, Internet users do not receive any material benefits from this. Despite this, they willingly share their views with others, building a community of “local guides”. Also think about a rating system that works, for example, on eBay and similar sales portals. How often do you check if the seller has good reviews when buying?

Similar mechanisms can be used to build whisper marketing campaigns. It is about engaging consumers to express opinions and share information about the brand. This is what modern word-of-mouth marketing is all about!

How to get them? Useful will be e.g.:
– enriching the after-sales service of the customer with an e-mail asking for leaving an opinion, e.g. on the website of your e-store or portal that serves this purpose,
– affiliate program that encourages the sharing of opinions about the brand and provides the customer with “remuneration”, e.g. in the form of a discount for subsequent purchases,
– running a campaign based on brand ambassadors – but those who honestly say they represent it, and engage them in discussions with community members.

In this form, you can carry out word-of-mouth marketing, among others in social media. You can use, among others, the very popular groups on Facebook. They will allow you step by step to build a community related to your brand.

It is also worth engaging users for discussion in social media. So allow them to review your services / products and respond to both positive and negative voices in the discussion. Open, honest conversation, confessing and honesty will do more than artificial opinions!

Strength of social proof

Remaining in the circle of marketing strategy based on recommendations, it is also worth mentioning proof of social equity. The point is that if the customer recognizes that other consumers have chosen the product and express positive opinions about it – they are more likely to make a transaction.

And how to use it in the context of word of mouth marketing? Tools that automate messages related to the so-called social proof that you can use, among others in your online store. It is worth informally informing people who are currently in the e-store about:
– positive opinions about a given product – this is possible thanks to the introduction of a rating system and quoting the most positive in small pop-ups,
– that someone is watching a product that interests them, as well as how many people have already bought it, the number of transactions made that day.

These are, of course, only sample data that can be included in such messages. Their content and frequency should be adapted to the specifics of your e-store. Data related to social proof should also be used in remarketing campaigns.

Word of mouth marketing – is it worth it?

Word-of-mouth marketing (whisper marketing) can have very positive effects on the results your business achieves. Remember, however, that if you want them to be long-term and improve your brand image – you should only focus on the ethical forms of this way of communicating with customers. In this way you will use the power hidden in real gossip. It spreads at lightning speed, not artificially prepared messages. Are you wondering how to translate these assumptions from theory into practice? Do you want to create a coherent marketing strategy, whose element will be communication focused on obtaining opinions and recommendations? We will help you plan and execute a campaign that will inspire your clients’ trust and increase reach.

SEO migration is possible?

Let’s keep uncertainty and start by answering. Yes, it is possible to change the website or completely rebuild it during the positioning contract. Sometimes, it is also strongly recommended or simply necessary to be able to effectively position such a website. The last case does not mean surprises for the customer. We inform you at the stage of inspecting the website before signing the positioning contract that you need to change the website. In individual cases, such a recommendation regarding the site only appeared after signing the contract and transferring access to the site. At that time, the analysis of the website’s construction, possible thanks to the access received, showed that even basic optimization or removal of errors in the website’s construction was not possible (most often it concerned websites built on wizards or proprietary CMS). In our opinion, there was only one fair solution – informing the client about the condition of his website, indicating what can help the website and how it should look new (what should include a good site adapted for positioning), as well as enabling the client to decide whether we are finishing positioning agreement (without contractual penalties, notice periods, etc.) or are we trying to act with current focus, e.g. on external works, hoping that this will bring an effect.

What does website change mean for results?

In this case, a lot depends on what stage of the positioning process we are in and what positions the website to be changed. Here we will present several situations and discuss them in more detail in terms of what the change involves and how it affects the work of a positioning specialist.

The site is high in the results – presence in the top 10 or close – will SEO migration hurt?

This is a situation in which the customer will be particularly interested in whether the change of the website and SEO migration will not cause permanent decreases in position. Unfortunately, no one can guarantee that this undesirable process will not occur. A lot will depend on how Google evalsuates the new website. Therefore, we are happy to advise you already at the stage of building a website and indicate what is worth making sure that this “shock” associated with the change is as low as possible. The risk of falls always occurs, it is important that this period of decline is as short as possible, and the site jumps as quickly as possible to the positions occupied by its predecessor (and of course improved its achievements) – this is the task of the positioner. Changing the website each time means the likelihood of a decrease in its visibility and traffic.

It is worth noting here that we are talking about a website that will be available at the same address as the previous version of the website. The new domain – even with a properly made redirect from the previous one, which is high in the search engine results – will not inherit its visibility.

In the case of websites with earned positions, it is worth paying attention to the following issues when changing pages:

– Is the new website similar to the previous one, which was successful in search results – is it similar in structure, is it similar in size or even larger (moving from an extensive website to one page is not a step in a good page in terms of SEO) or category names , subpages etc. are similar. It is worth identifying (with the help of an SEO specialist) in the old website those elements that had a positive impact on the positioning process and include them in the design of the new page. These can be category names containing keywords, including space for text on the home page, blog or news that are an integral part of the website, etc.

– Are the content of the new website containing keywords and an offer that matches the phrases to which the website is clearly visible in the search results? If not, then you can’t expect the new webpage to be clearly visible in the search results for these keywords, as was the case with its predecessor. It happens that the new website appears under the pressure of major changes in the company and its offer, in this case a lot of activities related to the website are basically work from scratch.

– Has the existing content been moved to the new website, is there more or have it been cut off for the needs of the new website, or is it missing at all? The positioners’ attachment to valuable content on the website and their suggestions to place it on the main page or in the descriptions of the categories can only be compared with the zeal of an English teacher speaking to the final grade. If the new website in terms of quantity and quality of content is similar to the previous version, then there is a growing chance that the decreases will not be so severe. Of course, if the offer, the scope of the company’s activity or other important issues have changed, even the best SEO supporting text from the previous version of the page is no longer necessary and must be replaced with something corresponding to the current state of affairs.

– Is the new website available for network robots? This includes issues related to whether the site is running (or how long it has been down), the contents of the robots.txt file, meta robots, or cannonical settings. Even the best new website, which has been sensationally prepared for SEO, will remain invisible if it is not available to Google web robots. As a curiosesity, one can give the fact that sometimes (although in very rare cases) it is enough to unblock the availability of the site for network robots to enjoy being in the top 10.

– Access to the website for a positioning specialist. The new website means that the positioner will have to find time to audit it, determine which optimization actions should be implemented first and which may be introduced later. Even a website prepared in accordance with the guidelines of an SEO specialist may require work and corrections, e.g. in optimizing meta tags or redirections. the latter is important because of the links obtained so far. Links to dead pages do not support the site. If these non-working subpages are redirected to subpages that are part of the new site and are available to web robots, then these links are again gaining importance in the context of positioning. The sooner a positioning specialist receives the necessary access to the new page, the sooner he will be able to implement his changes.

The site is in distant positions in SERPs

In the event that the “old” website did not have specific results and was not in the lead, it is important to improve those issues that blocked growth in the past. It is important to identify them as early as possible and indicate what can be improved during the work on the new site (if these were issues that could not be corrected earlier for various reasons). It is also worth pointing out what was valuable in the case of the previous version of the page and ensure that this asset is also used in the new version of the website. This case is devoid of as much result pressure as the website, which is already present in the top 10. It is important here to create a new strategy that takes into account the changes that have occurred within the site.

The source of very low positions (100 positions visible in the report) may also be a penalty from Google on a given website. Changing the website does not mean automatic abolition. An exception may be a situation in which the new version of the website no longer contains an error that responded to the imposition of a penalty. Such situations are, for example, the old page was a threat to the safety of users (a site hacked) or was punished for texts (hidden text, dramatically low quality content, etc.). If the new site does not commit those sins (respectively – it is safe for people visiting it, has good quality text content, etc.), then there is a chance to remove the manual penalty. Manual punishment can be detected using even Google Search Console.

The site has been positioned for a long time

The case of a site that has been positioned for a long time and obtained a large number of links at that time is special. As we mentioned, links leading to dead pages do not support the positioning process. The way to “save” them is to make redirections correctly. This is especially important in relation to naturally obtained links, e.g. in the case of entries recommending on forums and containing a link to a subpage, the positioner cannot edit them and enter a new – correct URL. The link to the redirected subpage is less valuable than the link directly, but it is better than the link to the down page, which does not present value.

The effect of longer positioning can also be an extensive blog section (with internal linking) or a large amount of content added to the page. It’s worth moving them to a new page. If the content was used to perform internal linking, it is worth continuing to use it, but remembering about any corrections in the URLs of the links.

What exactly does the SEO (search engine optimization) service that Paraphrase-Online.com provides to its clients? Do you have to pay extra for something extra for additional SEO activities? Why positioning is not an instant service and the SEO contract itself lasts up to 12 months? We take a closer look at popular questions that our account managers meet.

SEO: Positioning – what are we dealing with?

Website positioning service is more than just a one-off website review – audit, even in the extended variant combined with the preparation of optimization recommendations. The positioning performed by SEO specialists from Paraphrase-Online.com begins with an audit of the website itself and the links. The information obtained during them becomes the basis for preparing a positioning strategy including elements such as:

– website optimization, e.g. in terms of speed of operation,
– optimization of meta tags for the keywords entered in the contract,
– preparation and implementation of unique, optimized and appropriate length content on the website,
– linking divided into stages and diversified in terms of type and source of links,
– redirection,
– introducing improvements and changes suggested by Google Search Console.

The above list of works is not closed, but contains only examples of activities. A set of positioner works is created for a specific case – the individual needs of a given site. The type of access to the page at the disposal of the SEO specialist is also significant. Full access to the website is very useful for the comprehensive provision of SEO services.

The positioning strategy may change during the contract period. This is due to, among others from observing changes in the algorithm, the website’s response to actions applied by its SEO specialist, or the quality of competing websites. If the positioner observes that the competitors of the website they are dealing with increases the amount of content on their websites, they may, in response, recommend the introduction of larger pools of text also on the website which is under his care. It may also propose the creation of new subpages, e.g. a blog on a website, which will serve as a space for systematic publication of new texts supporting the positioning process.

SEO activities – what do we have in the price of the service?

We are aware that surprising additional expenses during the term of the contract is not what our customers want. To spare them such unpleasant surprises, already at the stage of presenting the offer and packages for SEO activities, we indicate what activities fall within the scope of a particular package. If our client is interested in a selected package, but would like to add something extra to it that is included in another package, then it is worth contacting the client’s representative who will provide a quote for this additional activity. Our goal is to offer SEO services tailored to the needs of our clients as much as possible.

We follow a simple rule that if something has a direct impact on the positioning service, it appears in the package of activities performed as part of the service. That is why we prepare new content for subpages directly related to keywords – this happens as part of the service. However, if our client would like to have texts written by the copywriter for all subpages, including those not affecting positioning, it will be treated as an additional service and as such an extra priced.

It is not possible that we will do some additional work on the website, and only after a while we will inform the customer that this is an extra paid item.

Why can’t SEO services be called instant?

One of the main differences between Google Ads and positioning is that in the case of the SEO service comes to wait for the results (on the other hand, they are more durable than in the case of Google Ads). Depending on the website we are working on, the existing link profile, the extent of optimization, competition, selected keywords and many other factors, we have to wait for the results for several weeks, several months or even a year. Unfortunately, positioning is not an exact science and there are no simple and guaranteed “10 added links = 5 positions increase in results”.

It happens that the very introduction of optimization brings satisfying results in the form of an increase in position. In practice, we can also deal with situations in which e.g. the next round of links brings results and increases occur. This does not mean, however, that previous actions were unnecessary – it is more about the cumulation effect. Due to this certain unpredictability inscribed in the reality of the positioner’s work, we avoid unequivocal declarations and assurances that the client will have to wait 5 weeks for results.

Just as certain actions translate into position increases, so removing them can mean declines. One of the most common cases in this category is removing meta tag optimization. The introduction of appropriate meta tags is one of the foundations of the positioning process.

During the duration of the positioning service, there are necessarily changes in the Google algorithm. Given the dynamics and frequency of their implementation, there is no way that a 12-month positioning contract would not come across them. Positioners don’t know about these changes in advance about the algorithm. Only after a while they can react to them and implement changes on the website adapting them to new realities. The changes in the algorithm should not be associated only with declines in position. It happens that such an update is a chance for quick promotion in search results (and it does not have to be only a temporary increase). The changes in the algorithm are generally geared to supporting high-quality websites – extensive, interesting content, user-friendly (see e.g. the issue of page speed). If our website falls under this trend, then updates can be its ally.

CEO basics – what do they include?

Can you talk about a kind of SEO primer, something that contains the basics of SEO in relation to each page? Certainly, it is something like a website audit, which we presented in more detail in the section “SEO: Positioning – what are we dealing with?” Of this blog article. This meticulously performed SEO audit provides solid foundations for SEO strategies. While the SEO audit is focused on examining a certain pool of “necessary” (it is difficult to imagine SEO activities in this area, e.g. without evalsuating meta tags, the presence of various types of duplicates, the amount of published content or the possibility of indexing the site by Google network robots – these are absolute SEOs basics for internal auditing), then SEO strategies may differ.

SEO strategies – why these differences?

There are many sources of differences when it comes to SEO strategies. In this case, we will focus on a few basic and common ones. Of course, there is also the fact that the SEO industry is not exact science. How SEO services are provided by individual positioners depends on their experience, know-how, tools used, etc. SEO strategies will vary depending on whether:

– we are dealing with a new page or history – a good website history is an undoubted advantage when it comes to SEO services;
– if the page has already collected links, and if so – what are the links, where do they come from, in what quantities does the website have them etc .; the current link profile is important when it comes to preparing an SEO strategy;
– SEO optimization – has it already been made, is it the correct optimization, or the desired changes can be applied safely and without problems to the website; the time spent on website optimization for SEO must be included in the SEO strategy;
– whether the page has not been punished by Google (we are talking here first of all about manual penalties – we are able to act to remove such a penalty from the website by appropriate actions).

It is also worth considering that SEO strategies are spread out over time and divided into stages that are performed in a logical order. SEO optimization, and thus its internal improvement, is usually done before linking. Similarly, even the best optimization will not produce results if the website continues to be penalized by Google.

Website optimization for SEO – compulsory driving

One of the first activities in the positioning process is the implementation and implementation of its optimization on the website. Do you dream of effective positioning?

Optimization is the point that cannot be missed. Specific websites need to be optimized at various levels; not all sites allow the same. Let us expand on these rather enigmatic statements.

Not every page requires optimization to the same extent – this means that there are pages that do not have, for example, errors in the head section that make positioning difficult, have a well-built menu and internal linking, do not have problems with duplicates. In this case, the positioner does not force on related modifications – because he does not have to. This site gets points right from the start. Therefore, it is worth consulting a SEO specialist when planning a new website and then positioning it. He will certainly suggest what to look for and implement at such an early stage. If the current website has already worked out results and e.g. positions in the top10 or close to this top, then it is worth moving to the new version of the website so as to minimize the risk of declines in already developed positions (and this risk always occurs). Here also an SEO specialist can help.

Not every page allows you to perform optimization to the same extent – it is related to access to the website, as well as the technology in which it was made. Positioners receive access from their clients to allow different levels of freedom of action. Not every change can be implemented by an SEO specialist in such a situation. You may need help from the client or a statement that we consciously abandon its implementation and the potential benefits of it.

Website positioning – SEO supported by tools

Positioners benefit from the support of various tools that provide useful data in their activities. An overview of popular tools from the positioner’s bag has already been presented on our blog in this entry and this entry is still valid. The list of 8 tools mentioned there is of course not exhaustive. An interesting case among the tools listed there is Google Search Console. They are distinguished by the fact that it is a free tool (just like Google Analytics) and … it was not created for positioners (Google does not create any tool for SEO specialists), but for webmasters. It is worth connecting them to your website. It provides information about website traffic (although not as extensive as Google Analytics), and also detects errors in the operation of the website. These errors are important not only in the context of SEO. The presence of subpages with 404 errors on the site may adversely affect the behavior of potential customers on the website and discourage them from making purchases. It is worth introducing redirects in this case, so that the potential customer had a reason to stay within the website and get acquainted with the product range that is close to interesting.

It is similar in the case of problems with adapting the website to display on mobiles devices. Given the growing importance of mobiles traffic and the number of transactions carried out in this way, it is not worth discouraging these customers from a hostile website that is not adapted to mobiles devices. Google Search Console indicates which problems the website faces in terms of mobility (if any, in its case).

Affiliate program – what is it?

The affiliate program is the alternative name for affiliate programs run as affiliate marketing. It can be described as internet marketing technique, which involves conducting activities not directly by the seller, but by independent marketers and publishers.

How does the affiliate program work?

The affiliate program is based on cooperation between the seller and partners. Its essence is the advertiser (seller) delegating marketing activities to partners. In return for the effects of their activities, they receive commissions.
It is worth emphasizing that the partners have virtually unlimited possibilities of action. They use available techniques and methods in any way – so that the developed strategy brings the expected results.

Participants of the affiliate program

Although the core of the affiliate program is the advertiser and publisher, there are more participants.

– Advertiser (seller) – informs about the promoted product and provides a specific creation.
– Affiliate network – provides the received creative to publishers.
– Publisher (partner) – places product information in the form of an affiliate link.
– User – clicks on the affiliate link and goes to the advertiser’s website and then purchases.

It is worth emphasizing that partner programs are also possible without the affiliate network. However, many advertisers choose to use it because:

– allows advertisers to establish relationships with publishers,
– manages tracking,
– manages payments.

Types of affiliate programs

Although the essence of how affiliate programs work is actually the same, there are different ways of billing between the advertiser and the publisher. That is why three main types of affiliate programs are distinguished.

Pay Per Lead (PPL)
Pay Per Lead should be understood as payment for a specific action that the user will perform after clicking on the affiliate link. It can be e.g. filling out a form, leaving contact details, subscribing to the newsletter, etc.

Pay Per Sale (PPS)
Pay Per Sale is a type of affiliate program that focuses on sales and purchases. This means that the publisher receives a commission from the advertiser when the user clicks on the affiliate link and makes a purchase. The remuneration is a percentage of the value of the subject of the transaction.

Pay Per Click (PPC)
Pay Per Click is a type of affiliate program in which the settlement is based on clicks made by users. Payments are made regardless of the number of products sold. Due to this fact, there are few affiliate programs settling on such principles, because they often do not translate into sales effectiveness.

It is also worth emphasizing that there are two types of affiliate programs:

– one-level – the publisher receives remuneration only for its own activities,
– two levels – the publisher receives remuneration for its own activities and the activities of the team it created.

The important role of affiliate links

When talking about affiliate programs, mention should be made of affiliate links. It is thanks to them that the user gets to the advertiser’s website, and the publisher receives remuneration.

An affiliate link is a unique URL that redirects potential customers to the advertiser’s website. Thanks to this, we know what part of the sale comes from the affiliate program. The advantage of affiliate links are unlimited possibilities of use. It is a comprehensive tool that can be used regardless of the type of marketing activities. These types of links can be placed in multiple channels at once, e.g.

– blogs,
– YouTube channels
– mailings,
– social networks,
– discount websites,
– thematic websites,
– internet forums,
– search engines and product comparison websites.

Affiliate program – where to start?

If you are a salesman and want to achieve your goals, you must first create an affiliate program. The next step is to invite publishers to participate. Although you can create a publisher network yourself, it’s better to get started with affiliate network support. It provides all the technological facilities, tools for publishers, as well as tools that allow you to track statistics useful during campaign optimization.

If you’re a publisher, you can search for advertisers on your own or, as with sellers, join an affiliate network. Thanks to this, you will not only gain access to active partner programs, but also the certainty of proper settlement of sellers.

Affiliate programs – is it worth it?

Affiliate programs are a marketing technique that has mutual benefits – both from the advertiser’s and the publisher’s point of view.

Low advertising cost
The advertiser bears much lower advertising costs because the publisher is responsible for conducting marketing activities. Depending on the type of program selected, for example, the seller may only be billed for sales, thanks to which he ultimately bears a lower cost compared to independently conducted advertising activities – even if the sales commission is quite high.

Chance for an attractive salary
A publisher participating in partner programs has a chance to get a high salary. It is adequate to the efficiency of marketing activities, which motivates to intensively promote the product. It can use any tools – so as to ensure the highest possible conversion.

How to present a product in an online store?

Internet users like shopping online because they can make their consumer decisions at home. Nobody asks them “how can I help you?”, Nor do they have to prepare or dress before going shopping. Online stores are available 24 hours a day throughout the year, so even late at night or during public holidays you can opt for even the most extravagant items available on the internet. If you run your business in the e-commerce industry, you are probably aware of the importance of properly presenting products on your website and continuous use of quality marketing strategies. It is worth organizing this knowledge to sell more effectively online and record new profit records.

Optimizing your site for SEO is a must

You can have revolutionary product descriptions on your website and a content management system compared with the seventh wonder of the world, and the competition will still eat the whole cake if you do not adapt your texts to SEO principles that allow for better positioning in google. Category and product descriptions optimized for SEO is the first step to enter search modes and be a viable option for customers interested in a given type of product. Key phrases, relevant headers, a link system should also be used in the blog section, where it is worth regularly placing articles from your industry that will interest and engage the recipients. Content marketing is based on these types of texts, in which compliance with SEO goes hand in hand with interesting content that lays the foundations for establishing a longer relationship with the client.

Unique and engaging content

However, just saturating texts with keywords is not enough. It used to be easy to outsmart google algorithms to create schematic content, or so-called “pretzels,” but now technology has moved ahead and simple excuses do nothing. The basic sin for which the machines of the largest search engine in the world severely punishes is “duplicate content“, which is copied content that appears in many places on the Internet. You should not download product descriptions from the manufacturer’s website, at best be inspired by them.

Pasting the same content to different bookmarks and subpages is just as bad for your site’s ranking. Unique content is the basis and it is worth using the services of professional agencies, whose daily bread is to provide high-quality texts that meet the principles of SEO, are original, well-written, engaging and compatible with the sales system.

Of course, you can try to color your site on your own, but in this matter it is good to rely on the experience of specialists who quickly produce interesting content. Such material conveys basic knowledge about the product, presents its advantages and is a call to action for the customer who after reading such a description will be more willing to buy.

Unique texts written by content agencies are also appropriately targeted. Experienced copywriters adapt the style to the group of recipients, choosing a loose, direct style in content intended for example for young people, and substantive and professional in texts supporting serious business industries.

Appropriate product photos

In addition to unique content, it is worth taking care of the aesthetic appearance of the page and the intuitive interface that will make your customers feel at home on your website. Pictures of your products are very important – it’s not worth saving in this matter. Each item for sale should be photographed from many sides in professional conditions. For many customers, much more important than reading the description is the ability to view the product from different angles in high resolution to see different construction details. To optimize images according to the search engine requirements, it is worth supplementing the title and alt attributes.

You can’t forget about the reviews and reviews section on your website, where customers will be able to express opinions about your products. Also, the newsletter, an efficient search system inside the page and linking it to accounts on social networks are very effective ideas to tie the recipients to the brand.

It is very important for customers on the product page not to look for a purchase, but to see it immediately – the CTA must be very clearly visible and is usually located on the right side at the height of the product photo, which is on the left.

Social media is power

There is no self-respecting company operating in the e-commerce industry that would also not function on social networks. Sites like Facebook, Instagram and Youtube offer huge opportunities for promotion and the use of innovative advertising forms. One of them is live video marketing, thanks to which you can present your products in real time, thus engaging your fans. This type of marketing is most often used among online stores selling clothes. The construction, furniture and cosmetics industries can successfully opt for video content marketing in the form of guides. Unobtrusive forms of knowledge sharing are highly respected by the recipients. Giving something from each other, you can always count on reciprocity from customers. This is important because you can use this type of video both in social media and on individual product cards. Before the e-commerce industry, fat years, if not decades, but in this very competitive business only those who present their product in the best possible way will survive and earn. A functional and aesthetic website, reliable descriptions in line with SEO principles, well photographed products and efficient operation on social networks are the first step to success in this difficult industry.