Do you have the feeling that you should master any platform, strategy or tactics, and everything that changes at a faster speed? On the one hand, for this we love marketing: it is constantly evolving. And on the other hand – slow down, please! Alas, no one will slow down, and we need not only to remain in order today, but also to decide what strategies and approaches to use tomorrow. And one of the facts that you need to pay attention to is the voice search.

Since the inception of Alexa, Siri and Google Home, the virtual assistant has started to change the search marketing landscape. Amazon Echo is used for finding out the time and weather forecast, include your best-loved song for subscribing to Amazon music, and find answers to questions. Maybe we are still surprised when virtual assistants respond to our requests in general, but the modern children of this time who are the next generation of the SEARCH hardly could believe the earth where they can’t ask Alexa or Siri commanding over their voice about everything they want to explore and learn.

What does this technology mean to marketers? Google’s guide answers this question in the best way. When working with voice search there are a lot of non-technical and technical details that a marketer needs to take into account, but the main thing perhaps is the following:

“The technologies of artificial intelligence are developing, but the goal of Google and all other search engines stay around the same: to work for people. Each new product, guide, and algorithm is created for people. ”

Here are the three main areas in which Google ranks content for the voice search.

  1. Work to help the people
  2. Follow Needs Met metrics
  3. Literacy matters

Work to help the people

Google surely is a business; therefore, the company does only what makes a profit. Who makes Google profits? People. All products of the company are created for us and exist to help us. Google primarily thinks about the best mechanism to serve its customers, and its guides are written in order to improve people’s lives.

Thus, you must first understand what your clients are trying to achieve and help them with this.

Here you can use the image of the buyer. To be a compelling marketer, you need to know your target buyers. Buyer Persona is no longer just a tactic, but a necessary element of any type of marketing campaign.

Today, people use voice search in three main cases:

  • Information: what is the current weather condition? Where is the nearest café?
  • Navigation: show me the way to the nearest cafe?
  • Trivia: for example, check the correctness of their arguments in the dispute.

Does your content help find answers to such questions? If not, it’s time to optimize it.

Follow the metric of Needs Met

If the Google PPC is familiar to you then perhaps you also know that Quality Score is an indicator of the relevance of your advertising, keywords and landing pages, as well as the likelihood that you will achieve the desired result – clicks and the conversions.

Google also ranks pages based on the metric Needs Met. Here is what the company says about this metric in a guide published in the year 2016:

“Needs Met require you to focusing on the needs of mobile users and thinking about how useful the search results are for them? The range of assessments is from “Completely Satisfied” to “Totally Not Satisfied.”

In essence, this is a return to the first point: to work for people. The main goal of the Needs Met metric is that guided by a search query, Google will show those pages that most likely correspond to the person’s intentions who is making the request.

Ask yourself while analyzing the pages of your site:

  • Will the user find what he is looking for?
  • Or this page only works for you and your company?

To rank your webpages into the top search results in a specific voice search, you need to provide information and answers to questions of interest to users.

Literacy matters

With voice search, Google selects the best piece of text to read out loud. Therefore, literacy is a very important factor. It is already unpleasant to read the sentence with errors, but to hear how it is voiced by the mechanical voice of the virtual assistant is even worse. This is not what Google is aiming for.

Competent speech not only sounds better but also helps the search engine to shorten the text for dubbing. The company continues to test the length of the answer and most likely will shorten the texts to get to the bottom faster. And if grammatical errors make it difficult to understand the meaning, your landing page will never be found by voice search.

Write clear texts that will sound natural if you read them out loud.

Find your voice

According to the prediction of Comsure, by 2020 more than half of the search queries will be done by virtual assistants through voice search. If you are investing in creating text content and developing an SEO strategy, you should consider the tips in this article.

Facebook Leads Ads: is it still exciting?

Do they really work? And does this reduce costs?

In this article, we explain everything about the form of advertising that Facebook has made available four years ago in June 2015.

Various companies are already using them, but much is still unknown about this form of advertising.

  • How do they work exactly?
  • What can you use them for?
  • What are the benefits and what are the disadvantages?

In this article, you will find everything you need to know …

What are Facebook Lead Ads

With Facebook Lead Ads you give potential leads the opportunity to register for what you offer with one push of a button (for example a newsletter, demo, promotion or e-book), without having to enter their details themselves to fill.

You no longer send them to a page on your website, but they remain within Facebook.

For the first six months after Facebook’s launch of this ad type it was only available for mobile, but from the beginning of 2016, it is also available for other devices including the desktop.

When someone registers via lead ads, they click on the ‘Subscribe’ button. Based on the data that Facebook already has, the form is automatically filled in, with the e-mail address and name as standard. As soon as the user clicks ‘Subscribe’ again, this will be redirected to the success page, and the user will be registered.

Well, this form of advertising makes it easy for people to register.

But what can you use leads for now and for which companies are they interesting?

You can read that below …

What can you use lead ads for?

You can actually use lead ads for almost every promotion you can imagine. Moreover, within the B2C and B2B it is suitable for:

  • Request quote;
  • Newsletter subscriptions
  • Discount codes;
  • Matches;
  • Registration for events (webinar, network drink, seminar);
  • Lead magnets (e-books);
  • Product demos, agreements

Especially when you look at discount codes, it becomes interesting. People who are about to make a purchase ‘Click on Download and you will immediately receive a discount code for a € 20 discount’, are more likely to register. When they are ready for a purchase, they also generate money faster. And so this makes it interesting for many companies.

Who are they suitable for?

Facebook Lead Ads are suitable for every type of business. As mentioned above, you can use it to do any promotion that you can imagine.

We live in a world where B2C and B2B are slowly disappearing. We are increasingly moving towards one-to-one marketing and communication. And since almost all Dutch people use Facebook, you can also reach almost everyone.

The only thing you have to keep a close eye on is your target group.

So make sure that your target group is well specified. That is, for example, not ‘SMEs,’ but rather more specific, such as ‘advertising agencies’ or ‘law firms.’

Are you in the consumer market? Then you can think of ‘men from 20 to 40 years who love sports’ or’ mothers with two children up to 12 years old.

The form of advertising is, therefore, suitable for all companies from a software company (CRM, HRM, BI/reporting) to local companies (hairdresser, barista, café).

What are the benefits of Facebook’s Lead Ads?

The three most important benefits of Facebook Lead Ads are:

  1. Make mobile users easy to register;
  2. Quick and easy to set up;
  3. Cheaper leads.

The advantage is that it becomes very easy for mobile users to register for your promotions. Facebook already knows a lot about its users. By already filling in this information, the user can register or log in at the touch of a button. That way they no longer have to type which always takes quite some time.

The second advantage is that they can be set up quickly and easily. You no longer need to place the forms on your website. It’s all possible within Facebook, without the need for technical knowledge.

The third advantage is cheaper leads. We have already read several case studies and have seen it myself at our customers where leads were generated for € 0.05 to € 0.40. That is very little in almost every sector. Imagine that each lead gives you an average of € 2, then you make a big profit!

But of course, this does not always have to be the case. There are also case studies where website click ads resulted in 16% lower costs. Incidentally, the costs were also higher than € 0.40 per lead. In this case even € 3. So it mainly depends on your product/market.

Advice?

Test, test, test. Test as much as possible.

We have already written an article about this: 13 tips for optimizing your Facebook advertisement.

Only by testing and measuring the results can you find out what works best.

Good, lead ads are interesting, but how do you actually make them?

Below we explain step by step how to create a lead ad and what you should take into account.

Lead ads can only be created in the Power Editor (go to www.facebook.com/ads/manage/powereditor/).

Step 1: Create a lead generation campaign

Select the account for which you want to create a lead ad. Then click on Create Campaign and choose from the “Generate Leads” list.

Then also create the advertisement set and advertisement.

Step 2: Adjust the settings of the advertisement set

Facebook enters the advertisement set as standard. Adjust this to your own wishes. Think about:

  • Facebook-page;
  • Budget (for example € 3 to € 5 to start with);
  • Planning (always indicate an end date in the first instance);
  • Target audience;
  • Placement (this is only possible on mobile devices);
  • Optimization and prices (you can leave these on the default settings. Facebook can optimize this)

Step 3: Create a new lead form

Go to the advertisement and click on ‘Create a new form.’

Step 4: Set Name and Language

Give your form a clear name. For example Ebook 15 tips 001, Discount 1234AB 001, Webinar FB tips 001. We always put a number after it (in this case 001), because you cannot edit the forms afterward. Then you keep it organized.

If you advertise in Sweden, you naturally choose Dutch as the language.

Step 5: Choose which information you want to receive

Step 5 is an important step because you can indicate here exactly what you want to receive from the user.

By default, e-mail address and full name are entered. But there are even more options.

If you click on ‘show more options’ you will see the screen below.

These are the options:

  1. Contact fields

  • First Name
  • Last name
  • telephone number
  • Mailing address
  • Place
  • Province
  • Province
  • Land
  • Postcode
  1. Questions about demographic information

  • Date of birth
  • Sex
  • Relationship status
  • Company Name
  • Military status
  1. Workplace information

  • Position
  • Business telephone number
  • Email address of your company

Think carefully about what you are asking from the user.

The same rules apply to this form as to a form on your website. The more information you request, the fewer people will complete it.

Do you really want to know more than just the name and e-mail address? Then We recommend doing this at a later stage.

Add additional questions

In addition to the user information, you can also add extra open questions (maximum 3). Facebook already has a number of example questions ready for you such as:

  1. Motor vehicles

  • Car brand
  • Automodel
  • Shorten
  • Construction year
  • Car dealer
  1. Education

  • The subject area you are interested in
  • Current field
  • The highest level of education
  • When do you intend to register?
  • Course in which you are interested
  • Campuslocatie
  • What training are you interested in?
  1. E-commerce

  • How often do you want to receive messages from us?
  • Select a category
  1. B2B

  • Size of company
  • Sales team size
  • Main occupation
  1. Professional services

  • Type of legal service
  1. Health insurance

  • Health insurance coverage status
  1. Car insurance

  • Kilometers drove annually
  1. Need help?

  • Need help?
  • What are you looking for?
  • What’s the problem?
  • Select services
  1. Purchase Intention

  • Time to buy
  • Time to participate
  • Size of budget
  • Waiting list

Step 6: Privacy policy and legal disclaimers

The privacy policy is a requirement to use a lead ad so that you can customize to your own business. A matter of just entering the name of your own company and placing it on your own website.

The legal disclaimers are never really needed in Sweden so you can leave that out.

Step 7: Add a link to your website

The next-to-last step is to add a link to your website. It depends on your process, but in most cases, you enter the link here to the page where the user can download the information for which they have registered.

With a webinar registration, you can forward them to a page where they will receive more information about the webinar.

Step 8: Create a form

At the last step, you will see an example of your form. This is actually not that exciting, because everything is empty. But you can still check whether the information you request is correct.

Then click on ‘Create form,’ and you are done.

Step 9: Finish advertisement

The last thing you have to do is design the advertisement itself. This is the same as all other advertisements, so fill in a text that will appear in the advertisement, link description, and the other information.

Think carefully about the action button. For this Facebook offers 6 options (Request now, Download, Request quote, More information, Register and Subscribe) and WEsee too often that the wrong choice is made. For example by choosing ‘More information’ while they must immediately complete a form.

Lead Advertising Tips

Below are some tips that can help you create an optimal Facebook lead advertisement.

  1. Provide a clear Call-To-Action: As with any other advertisement, it is important that you tell the user what to do. For example ‘Click on Download and receive the tips/discount code immediately’ or ‘Click on Register to register.’
  2. Treat the ad as a landing page: Only the ad text and the image can tempt the user to take action. Why is your promotion special? Why do they have to register? Make this clear in the text and image.
  3. Keep an eye on the Click-Through Rate: The click-through ratio (CTR) is an important factor on the basis of which Facebook decides whether your ad will be shown. Is this too low? Then the range decreases and you therefore hardly get any leads. Then adjust the advertisement and see if the CTR goes up.
  4. Test the action button: The action button can make a big difference. Does one button not work? Then test another one. Or try the same advertisement with a different button. Who knows, it performs much better.

Don’t forget to upload your changes. Otherwise, nothing happens …

So, your lead ad is online and then?

Of course, you want to know where you can find the leads …

Where can We find our leads

You can find your Facebook leads on the Facebook page itself.

To do this, go to ‘Publication tools’ on your page and click on ‘Lead advertisement forms’ on the left. Next, to each form, you will find the ‘Download’ button with which you can directly download the leads.

A major disadvantage is that it is a manual process. There are no options offered by Facebook to import the leads into your email marketing program automatically.

But luckily there are tools on the market with which you can realize this …

Automatically import leads into your email marketing program

Of course, we do not like manual actions. Fortunately, there are several companies that have responded to this. They offer solutions for importing leads automatically into your email marketing program (such as MailChimp, Aweber and GetResponse). The solution WeE know are:

  • Driftrock
  • Connectio

We use Connectio myself and We are very satisfied with that. We also use this tool for different customers, and it works like a train. Especially the speed with which you can get started and the value that Wilco adds with his videos are enormously valuable!

What about the quality of the leads?

One of the frequently heard responses to Facebook’s lead ads is: “Is it not becoming too easy for the user?” Yes, it will be very easy. But today people are becoming increasingly aware of what they are registering for. With a customer We don’t see it too easy, the leads don’t come in. But the costs are lower than through other channels.

Then you are dealing with fictional accounts with corresponding fictional e-mail addresses. Yes, that’s right. But you also have to deal with that with regular e-mail registrations. The advantage now is that the e-mail address has been entered correctly.

We often see people making a typo, such as homail.com or utconsults.se.

This will prevent you from lead ads.

Lead ad versus website click ad

At the top, we were already talking about lead ads versus website click ads, but We would like to elaborate on this.

Because is a lead ad now better and cheaper than a website click ad?

Many websites are nowadays responsive (if you don’t have this, we would quickly take care of this). This allows people to view your page well on their mobile. Here you can enter more information than in an advertisement, which means that the conversions of this page may be higher than for your lead advertisement.

We still benefit from the lead advertisements ( costs are on average 25% lower ), but that does not have to be the case for you.

At least we can’t wait knowing more about what are your experiences. In the comments, let us know what your experiences are with Facebook Lead Ads. We are very curious!

Have you already tried Facebook Ads? Are you still not getting enough results from your ads? The most important problem is often reaching the right target group. In this article, we will give you 13 tips to optimize your Facebook advertisement.

# 1: Keep mobile and desktop ads separate

Make sure your ad groups for mobile and desktop are separate so you can optimize for these ads, but also budget conversions and bidding strategies.

Advertisements and Call-to-actions (see point 4) often perform differently on a desktop than on mobile. When you start creating advertisements, it is advisable to take this into account. When you use the Power Editor, you can adjust this directly with your ad set.

It is possible for them to distinguish between mobile devices (Android, iOS and Featurephones)

# 2: Optimize news overview and right column on desktop separately

A best practice for Facebook marketing is to segment your ads in great detail. That is why it is advisable to optimize your ads for the news overview on the desktop and the right column separately.

In general, a news overview ad contains a larger image and is also constructed very differently. For example, you can lose more text and a better call-to-action. If you want to maximize the performance of your Facebook campaigns, you must optimize the news overview ads and right-hand column ads separately. You can adjust this with the placement options at ads set level.

# 3: Test different images

Each image has a different effect on your target group. Just look for “image conversion optimization.” You will see that many studies have been done in which it becomes clear that people have a different effect than general images. But that you always have to test it, because every situation is different.

For example, above you see three ads that we have used. With any other performance. By testing this, you quickly see what works and what doesn’t work. Optimize not only on click-through rate but also on your conversion rate.

# 4: Choose the right Call-To-Action

Choose a call-to-action (or starter-to-action in Dutch). That is sometimes forgotten. A call-to-action can make a significant difference to your click-through ratio and conversions. Facebook is not standing still in this area. Seven different promotions are currently being offered, but this may well be more in the future. Especially test various call-to-actions.

# 5: Segment Target Groups In Ad Groups

Every target group is different and also performs differently within an ad group. As a general rule, you can keep: group the interests of your target group in different topics and create one ad group per topic. For example, do you have marketing as interests, such as:

  • Google Ads
  • Google Ads Expert
  • Google Certification Program
  • Facebook ads
  • Facebook marketing
  • Facebook marketing solutions
  • Facebook marketing hour day
  • Online advertising
  • Digital marketing
  • Marketing online

Then you can identify three topics and therefore three ad groups for your Facebook campaign:

Ad Set-1

  • Google Ads
  • Google Ads Expert
  • Google Certification Program

Ad Set-2

  • Facebook ads
  • Facebook marketing
  • Facebook marketing solutions
  • Facebook marketing hour day

Ad Set-3

  • Online advertising
  • Digital marketing
  • Marketing online

You can then optimize this again individually from each other.

# 6: Install a conversion pixel

Use a conversion pixel so that Facebook can maximize this and you can better keep track of how your ads are performing.

  • To do this, go to Pixels under Utilities.
  • Use Facebook pixel for this. This is namely faster and measures the results better
  • You must add the pixel code to the header of your website

This tracks all traffic on your website. On your conversion page you must then add a little extra code such as: <script> fbq (‘track’, ‘Lead’); </script> This must be added after your standard Facebook script.

# 7: Choose a conversion for your ads

The new Facebook pixel offers you the possibility to follow nine standard events. You can, of course, follow different goals such as page visit, registration for your newsletter or a purchase.

Once you have created an advertisement, you can indicate below whether you want to use conversion tracking. Choose an existing pixel or create a new pixel.

Please note: the old conversion pixel is still being used at this time. This will only be phased out at the end of 2016, but it is advisable to use the new pixel.

# 8: Target group’s behavior

Many companies only make target groups based on interests, but it can also be smart to focus on behavior. In Sweden, the options are not yet vastly expanded. But you can do a bit more. For example, on Facebook, you can reach “Small Business Owners” or “Facebook Page Managers.” Or people who have just returned from vacation or are still traveling. Use this in particular.

Create separate ad groups for each behavior type. So you can test this again.

# 9: Target demographic data such as education or work

The demographic data can be interesting if you want to distinguish between income groups. Some products are more expensive, and you don’t want to bring that to the attention of people who can’t afford this. In the United States, you can even create target groups on income. In Sweden, you need to be a little more creative, but if you use demographic data, you will soon come a long way.

# 10: Find a profitable age group or gender

Just like other characteristics of your audience, age and gender can influence the performance of your ads. Analyze your ads by results per age group or gender to identify loss and/or profitable groups. The best way to do this is to click on Specifications in your ad manager and select Age and/or Gender.

The performance of your ads will then be broken down. You can analyze which age group converts better or worse.

# 11: Create a custom target group of e-mail addresses

Do you have a list of e-mail addresses that you can use? Then you can use it on Facebook to create a custom audience. The only thing you need for this is a txt or csv file with one email address per row. You can then import it.

How does that work?

To do this, click on Tools -> Target groups -> Create target group -> Custom target group. Then select the Client List. You may also use telephone numbers. That works in the same way. Keep in mind that Facebook cannot link all e-mail addresses to an account. The list will therefore never be complete.

Moreover, the list must be large enough. This must be at least 100 people.

# 12: Test different bidding strategies

Bidding strategies can make a significant difference to the success of your Facebook ads. The three categories (actually four, but ‘unique range per day’ you don’t use that quickly) you can choose from are: Website conversions (for which you need the conversion pixel ), Clicks (CPC) and Views (CPM = cost per thousand; 1000 views).

Test different bidding methods to find out where you pay as little as possible for a conversion, but where you can achieve the maximum volume. My advice is to start with CPC and Website Conversions. Views only become interesting if your click-through ratio exceeds 20%. You can set the optimization at the ad set level. As you can see below:

If you choose Website conversions or Clicks, you can indicate how much a click or conversion can cost you at most. My advice is to choose the first option ‘Get the largest number of website conversions for the best price.’ You already set a budget, and you will test with it. That is the starting point for optimizing.

# 13: Plan your ads

The last tip is to schedule your ad. Facebook offers the possibility to schedule your ads at set times, but that is only possible if you have set a duration budget. This is also the reason why this is often not used. Scheduling advertisements just make sense if you know exactly why you want to advertise at certain times. So if you know at what times an ad is profitable and when not. Do not you know that? Then simply use a daily budget. That also saves work. You will find the option in your planning options at the advertisement set level.

Conclusion

Ads on Facebook can be very profitable and generate a significant volume of high-quality traffic if they are set up correctly; that is, they are as specific as possible and carefully monitored. If you know all of the advertising opportunities on Facebook, you have new opportunities for your business.

Finally, what do you think about this list of suggestions? Would you be able to improve the effectiveness of your Facebook advertising campaigns with these recommendations? What advertising strategies do you use on Facebook? Leave your questions and comments in the comment box below.

SEO and online marketing are necessary to promote a business, these practices require time and effort, as well as specific knowledge, for this reason, it is important that if you want to position yourself to hire specialists in the field, it is a good investment for your business. From UBT CONSULTS, we are going to show you the details on how to identify if an SEO agency is a fraud.

The human brain has to process thousands of tasks per second. Consume a lot of calories to do it. Naturally, therefore, will tend to the smooth, simple and easy, and it is sustainable. That’s why we swallow the miracle diets; quick loans; the good, nice, cheap; the fashion routine in the gym … Minimal effort, quick results … With being first in Google, it’s the same. I give € 90 and tomorrow I am first on Google. That is easy. You have to have a critical spirit.

They promise to position your website on the first page of search results to the niche, “with a privileged location in the professional Google listing, geolocation in Google Maps and Google My Business, permanently,” without having to do CPC. And this, for 5 years, for a single payment and, as a gift, a coupon for AdWords of $300. Oh, how exclusive! (Note the irony)

Do not let them tease you. They usually contact the company by phone and by email. So, please open your eyes, and find out first who they are. Enter your website and navigate it a bit. At first glance, they are usually very suspicious. In fact, everything good and cheap usually ends up being expensive and, worst of all, it can end up being a nightmare!

In the case that we have lived in the flesh, the scammer did not even try to hide its impudence, since only by entering its website, the first thing we detected was that they did not even bother changing the meta title of the home, which continued to be “home.” And the fact is that they have no idea of SEO, or positioning, or Google Ads, or Online Marketing.

If what all the scam SEO agencies offer us was true, it is not that we would recommend it to our clients: it is that we would buy it. What happens also you will like because it is straightforward: – No one can offer such services. Being in the first position in Google with SEO is something that no serious agency offers.

Reasons Why We Can Not Offer To Be The First On Google

So that it is not our word (and that of all the professionals) against one of those fraud companies we will summarize  the exact reasons why it can not be possible:

  • There is a limited number of references on the first page of Google. That is to say: you search and throws you on the first page 20-22 results for example. If 45 companies contract that service, how will they make sure they are all on the front page? Is Google a subsidiary at your command, a crush at your feet? When what is offered is no longer the first page, but first position, even worse. If you have two clients, how are you both going to be the first?
  • Google’s algorithm (the scale it uses to tell who goes on and who underneath) is constantly changing. It is impossible to know what the next month will be like. These changes are intended to make the network more and more semantic and less “tricky.” That is, to position those texts that are truly relevant in front of websites flooded with absurd repetitions of the same keyword that you want to position (to give an example).
  • The competition also wants to be in the first position. It will also hire professionals in SEO; will also publish articles; will renew content … These subjects are telling us that with ten minutes studying you will be the first of the class, but what if my classmate studies three hours? How are you going to prevent him from doing it? How do you know if he will do it, how much, when …? Positioning is a relative criterion. You position yourself with respect to others. If you are first, it is because there is a second, a third … you are not alone. Therefore you depend on what others do. The opposite is like saying “Make this player, and you will win the league, guaranteed.” One moment, and if the others win more games than you? The others are also going to sign, to train, to improve … because they want the same as you. You have to compete.
  • SEO work is always long term, never today for tomorrow. Why? Because Google wants it. It shows in first position pages with authority, which have been a constant source of quality for a subject for a long time.
  • And it is always constant because Google constantly visits your page to see if it has been updated (positioned) or is still intact (obsolete = deposition).

There are many more reasons, but with these, you will be able to take the right decision.

The cotton test of the SEO

The cotton test: If you want to know if an SEO company really knows how to position or you just want to get the money, do the following experiment. If this agency is in Toronto let’s say, go to Google.com and put ‘Stockholm SEO agency’ in the search engine.

If you do not have demonstrable success stories

Another test would be to check if your blog texts are original or copied from other blogs, there are many of these SEO companies, which do not know how to position themselves as not themselves are not positioned, their only way to attract potential customers is using content marketing and social networks. But they do not even write their own texts, and on the other hand, they do not know to make a good post. What they do is copy the posts from other blogs like this one.

Demand clear objectives, success stories from other clients, ask them so that keywords are positioned themselves. If you do not get clear answers … run away.
Now if I leave you with the explanation:

“Cheap is expensive”

Not all the companies that are in the market are only looking for money or are a fraud if there are many reliable ones in which you can look for help in the field of Web positioning and online marketing. The popular phrases that say “you’ll get what you pay for” or “the cheap is expensive,” apply in this topic, the price of an SEO service should be considered. What happens if they offer you many services and benefits at a very low price?

If something is very cheap, it starts to be suspicious. Web positioning requires time, effort, personal dedication to your website, to create content, optimize it, implement a link building strategy, among others; this can not be too cheap, good SEO has a price. If you hire someone because they offer something too cheap, they may be a scam, a fraud, or they may not have good practices, which could even lead you to problems with penalties.

This industry is based on technical knowledge and updated information. Think about how much money that service could cost you? Remember that by hiring an agency, you will be hiring a team of experts, with specialized skills. We do not say that you pay too much, but you must pay just enough for quality service.

10 signs that the seller of SEO-services is a scam

For many companies, SEO is a sealed book because they have to take care of their products and services. So they hired an SEO agency to bring their website up to scratch and use Google to generate traffic and new customers.

But how do you know if an agency is a really good or just hot air – or even worse – dangerous half-knowledge? Almost every company has already had bad experiences with SEO agencies. You can quite easily separate the wheat from the chaff the indicators listed below.

1 – Poor quality and thin content

Anyone who has repeatedly released the same thin content on the same topic has a massive problem because they compete with each other and thus ruin any chance of a good ranking. Good SEO agencies will always advise you to produce first-class, relevant content that can also be easily found by search engine. A regular (at least monthly) analysis of your own rankings is essential to detect and correct this crucial mistake.

2 – Old Tactics: Linkspam, Keyword-Spam

SEO agencies that still claim today, with a few tricks like bought links and keyword spam, could even seriously manipulate Google, live in the Internet Stone Age. Google now largely ignores everything that could somehow be artificially managed and is only interested in whether the content is well-structured and relevant to users. Anyone who has outdated terms such as “meta keywords” or “keyword density” still in the vocabulary today, proves that he is no longer up to date and has completely lost the connection.

3 – Publishing only blog posts

Blogs are important in order to occupy certain topics and create content flexibly, but they are not a panacea and indeed not the only tool of SEO. It is much more important to find out with which content, which search terms and which landing pages a company should actually be found. All further strategic measures should be derived from this. Focusing on content and watching the competition is very important because you can not rank for any keyword, because the competition on the Internet is huge.

4 – Artificially lowered bounce rates

Many SEO agencies promise low bounce rates from one side. But that has nothing to do with whether a site performs well or not. If they then artificially inflate user numbers on Google Analytics, then it will be adventurous. Avoid any strategy based solely on manipulation and naked numerical values. SEO is no longer about quantity but about quality! And that is not measurable in numbers. Offer better content than competitors! Only then will you have any future chances of good visibility on Google.

5 – SEO à la carte

When it comes to search engine optimization, it is imperative to have all factors in view at the same time in order to achieve long-term success. It’s no use tweaking keywords only if no one is looking for their product with these keywords. Conversely, even competition research does not do anything, if you have not yet technically optimized your own site. If you only want to buy individual services and thus save, instead of providing all-round support, then you can basically leave it the same.

Good SEO advice must always be holistic and take into account all aspects; otherwise, it will not lead to the desired or possible success. Good SEO will also show you what you can do to optimize your site. Corresponding SEO workshops for companies are many, and they are accommodating to question your own actions.

6 – Guaranteed rankings on key search terms

SEO is not an exact science, and Google does everything it can to ensure that site owners can not easily manipulate search results. The algorithm of the search is continuously changed and improved. A good agency can indeed lay the foundations for being found and eliminating problems. However, certain rankings can not guarantee you the same keywords in such a dynamic competition with millions of competitors.
Who advertises with pithy slogans like “guaranteed on the position 1”, wants to disguise this complexity, because with “something” everyone can rank at position 1. This is not art. The art is with the one right search terms to be found and also to generate sales.

7 – Cheap SEO

SEO is not something you can do on the fly or even automated. You have to dig in deeply and tap all the elements of a website, do continuous monitoring and bring a long breath. That takes time. This performance is not unique against a few hundred euros, as is often suggested in spam emails.

 8 – Setup Fees

There is nothing to set up in SEO. Therefore, fees without specific performance are not appropriate!

On the other hand, it makes sense to have an initial personal consultation or an SEO workshop to see how the SEO works and whether one understands what they are doing and whether the collaboration works. An SEO can do a lot, positive as well as negative. Longer-Term cooperation should only be based on trust and not on any subscriptions or discounts.

9 – No access to Google Analytics

Many classic problems can be recognized as SEO very quickly in the source code of a website or with special tools. But if an SEO is to work with a website in the long term and has not requested access to Google Analytics and the Google Search Console, you better pull the ripcord. Because to be able to optimize a page, you also have to know exactly how it is actually used. Everything else would only be guessed and not serious.

10 – No Regular Reporting

SEO is a fast-paced business, and everything is constantly on the move. Therefore you should check the performance of your website at least once a month and watch the development. This is the only way to understand whether one is on the right path or the wrong one and where one can find new set screws. The reporting should be processed comprehensibly for the customer and include all KPIs. Request a sample reporting.

How long does SEO take?

Google employee John Mueller has recently suggested that changes made to Google after a relaunch often take half a year to make themselves felt. Only then has Google re-evaluated the site. So do not give up immediately; if there are not immediately groundbreaking improvements, SEO is long-term and sustainable! You should invest time for at least a year before you can judge if an SEO strategy works. This time you should also take or leave the agency.

How do you recognize a good SEO agency?

Who could know better what constitutes good SEO than Google? On the help pages of the Search Console, Google recommends that an SEO should first be able to identify with the topic of a website and should be familiar with it. Only with fun, motivation and a certain thematic understanding can SEO succeed.

Also, an SEO agency should ask the following questions:

  • What makes your business or service so unique and valuable to your customers?
  • Who are your customers?
  • How is your company’s revenue generated and how can search results help?
  • Which other advertising channels do you use?
  • Who are your competitors?

With these questions, the SEO agency gets an overview of the priorities and peculiarities of the company and makes sure that it works in the right direction and not just according to Scheme F.

Questions that customers should ask SEO agencies in advance are, for example, the following:

  • Do you have references that you can show me?
  • Are you following Google’s Webmaster Guidelines?
  • Do you also offer supplementary services or advice for online marketing for your search engine optimization? (e.g., workshops or support for own SEO activities)
  • Which results do you expect during which period? How do you measure your success?
  • What connection do you have to my industry?
  • For multilingual offers: What is your experience with the development of international websites?
  • At shops: What experience do you have in the development of online shops?
  • How long have you been in business?

Only when these questions have been clarified and trusted, you should conclude a contract with an SEO agency, not by the fee or the promises.

SEO can first be measured by whether there is sustained growth in Google’s visibility. If the reach grows on the most important pages in general (this can be exactly measured in Google Analytics), SEO does a good job. Usually, an SEO should be self-refinancing of rising sales.

Why do so many companies have bad experiences with SEO agencies?

This is mostly due to the false expectations of companies that think with a bit of trickery you could score on Google. But these times are finally over! Technical optimization is only the basis; an optimization of content is the freestyle, which decides on success or failure.

Many SEO agencies just sell high-priced subscriptions, but they owe a certificate of achievement. On the other hand, many customers also like to escape in excuses and do not implement the necessary measures, even if they have the highest priority. Then you have to ask yourself what you pay an SEO agency for. SEO needs the full backing of the management, with “a bit of SEO” you can not go far today.

If you do not understand something, let it explain itself or just get a second opinion. SEO is not rocket science, and every step is data-based.

SEO is an investment in your own future! And the sooner you start, the better the prospects for success!

How well is your website placed?

Are there any problems or even hair-raising mistakes that are easy to fix?

Does your SEO agency work cleanly and based on reliable data?

Book an appointment for an initial consultation

In this SEO 2019 guide, I want to show you how to position your website in the main Internet search engine: Google. How to position my Hotel in Google, how to position my travel agency, how to position any tourism website or how to position any website. If you have asked yourself these questions, here I will try to answer you in this SEO guide for beginners 2019. Before I start, I want to define what is SEO and why we should do it.

Index of contents

1.       What is SEO

2.       SEO ON-PAGE

2.1     Quality content

2.2     Prepare the Seo On page

2.3     Create a Sitemap

2.4     Robots.txt file

2.5     Optimize SEO images

2..      Internal links

2.7     Title and description

2.8     SEO friendly URL

2.9     Load speed

3.       SEO OFF-PAGE

3.1     Importance of Social Networks in SEO

3.2     Linkbuilding

4.       Analyze the Web Web Analytics

4.1     Bounce Rate

4.2    Channels

4.3    Behavior on the pages

5.      Final SEO Tips

What is SEO

SEO comes from the initials of English: Search Engine Optimization, if you do the translation into Spanish: Search engine optimization, that is, SEO is basically applying different techniques, guidelines, strategies that will help your Web appear in the first search results in search engines.

That is if we search for “Hotel in Stockholm,” the website of your Hotel will appear. And within these results, improve positions to be in the top positions of Google.

It is impossible to position a new website or web without a lot of domain authority with a Keyword that has thousands of searches per month, who tells you they can do it, it is better not to continue listening. Positioning “booking a hotel on X street in Stockholm with pool and jacuzzi in August” is very easy, why? Because there are no searches, that is, demand for that Keyword. On the other hand, if you want to position “book hotel in Stockholm”, you will have very high competition, and it will be much more difficult to position this term.

Therefore, SEO depends on many factors to position: Keyword, domain authority, good practices, optimization of your Web, etc. In this SEO guide you will learn this, make good SEO practices to appear in the top positions of Google. To begin with, the first thing you should know is that SEO is divided into two parts:

SEO Onpage, the SEO that is done on your own Web, that is, what you work from within, and SEO Offpage, what is done outside your web, you can do it yourself but if you start doing this, you will start doing Black Hat SEO, and Google may penalize you. Why? Because it is not natural and is what Google wants to look for today, naturalness, but without forgetting that it is a robot. Now we are going to see it in more detail.

You also have to know that SEO is the channel that receives the most conversions, as a general rule, that is why it is so important to create an SEO strategy to increase your conversions/leads in your web project.

SEO ON-PAGE

Quality content

It is not necessary that, in 2019, it says that the content is the king since this has been said for more than 5 years. Content is one of the fundamental pillars of any SEO strategy in 2019, and it will help us to position our website in the main search engines, in addition to attracting our target audience.

When it comes to creating content, the first thing you have to know is what audience you are going to address, that is, your buyer person: What are you looking for? Where do you consume the content? How do you search for content? Once you ask yourself these questions, you have to create an editorial calendar with the keywords that you want to position so that your target audience will find you and start interacting in your Web to be able to capture the coveted Lead later.

I advise you to open an Excel file and add the keywords/topics that you want to discuss/position along with the category (it is important to have clear categories to respect an order in your content), and next to it put the number of monthly searches that you have that keyword with the help of the Google Ads word planner (You have to sign up in Google Ads and have the active account to enter the Keyword Planner .) You can find many manuals on the Internet, and it’s not difficult to use, you only have to configure it well: language, place, time, etc.) to have an estimate of how many monthly searches that Keyword has.

And with what frequency do I publish on my website? Well the better, but always be of quality, it is useless writing to write because you will not get any results. Ideally, publish between 2-3 times per week and have an active page/blog. If you are not going to publish anything better do not have a blog, it is very wrong to have an outdated blog and see that the last entry was in 2015, for that, make a 301 redirect from your blog to the home and go.

Something you have to take into account and should know is Google penalizes that copy and paste, it is useless to copy a website, even if it is outdated or abandoned, and paste it in yours, because Google Panda (one of the Google algorithms) can come to see you and penalize you. When you create content, do it in an original, new and above all quality way.

Ideally, each entry/page should have at least 600 to 800 words, as a minimum, I have checked in several web projects that more quality content better SEO positioning.

It is important that you publish content based on a Keyword with the sole purpose of positioning it in the search engines, and this can be applied both in the Blog and in the different pages (services or products, for example). But do not go crazy and obsessed with the Keyword, do it naturally, do not focus on repeating the Keyword because talking about the topic you are going to talk about other related keywords. Something that can help you to position is: It uses a good proportion between Keywords and total words, it uses the title tags H1, H2, and H3, use of bold, etc.

Prepare the Seo On page

You have already published the first content on your website, with which, you have to tell Google that there is a new site and that you start indexing it. For this, the simplest and most recommendable thing is to use Google Search Console. You just have to follow a few steps to register your website and get very accurate and fundamental information. But we go to parts, and then you will have time to investigate the powerful tool that Google offers us.

The first thing is to enter Webmasters Tools. To do this, you will have to enter with a Gmail account. Once inside, add your web and verify it, they are simple steps, and they are very well explained in the tool. Once verified by Google that you are the owner of the website, you will receive a message to follow the recommended steps to follow. It is important that you do them, above all: add a sitemap, send URL and preferred domain. Anyway, there are many guides on the Internet, especially from Google itself, check them out if you have questions.

Create a Sitemap

The sitemap is fundamental and essential in a web, and it is a file that gathers all the pages that you want to index in the search engines with the aim of informing and facilitating the robots that track your entire web. So, this file you have to create it and upload it to your web server, you have a lot of information on the Internet to create a Sitemap on your Web.

If, for example, you have WordPress you have several very good plugins that make the Sitemap for you, for example, one of them is Google XML Sitemaps. Once we have the sitemap, we go back to the Search Console and upload it. It is essential that you do it. Then, check the pages you have uploaded so that Google can index them and know that there is no problem (in the same tool)

Robots.txt file

Another file that you have to host in your Web server, you can create it with different online tools or with a WordPress plugin, it is the robots.txt file that aims to inform the different search engines that certain content of your website you do not want to be index, for several reasons. It is important that you do so, and that you block content that you are not interested in indexing, some pages of privacy policy, purchase conditions, etc.

Optimize SEO images

The optimization of images for SEO is still one of the most neglected things in the positioning, still even in 2019. It is important that on every page there are images, not only for positioning but also for the user. An entry with only text can seem boring and tired to read, that is why it is important to add an image from time to time, although in this 2019 guide there are not many, in relation to words (more than 4,000). And since they are added, you have to optimize them for SEO. That’s why you have to follow some steps/tips to optimize images:

In the name of the image file, the keyword must appear, or at least a part of it. Do not save an image in this way: IMG_85648.jpg This is useless, add the keyword to try to position it better, and avoid the underscore, use only the script.

Alt tag. This is fundamental, and you have to add an alt tag to all the images that you upload to your web, to all of them. The label has to represent the image well, and it does not need to be the same name as the file, if for example, we are going to upload an image of a hotel room, the ALT would have to be room X hotel, do not complicate. Keep in mind that it is the text that will be displayed when the image does not load for several reasons.

Try to use a known and friendly Google image format. The extensions that best position are the .png and .jpg. In addition, you can optimize them and try to weigh them as little as possible, since then you may slowly load the page in question.

Internal links

Internal links are very important for positioning. Add internal links in your pages, not only for search engines but also for users. In this way, you will improve the bounce rate that I will explain to you soon and the visit time of each user, in addition to offering you another material/information/ product that you are looking for in relation to the page you visit.

Always avoid putting an internal (and external) link with the word (anchor text): here, product, this article, click here, etc. Put the keyword you want to position and invite the user to click and continue visiting your website. Do not abuse either, but it is important to have them.

Title and description

Our Keyword must be in the title to position. It is very important to add at least one since we give greater importance to that keyword by adding it in the title. The title and description are what appear on most occasions in the search results of search engines, which also has to be optimized for users since it is our showcase to the user. The description is not going to help you position, but it will help the user to choose your Web, and it will increase your CTR thereby improving your SEO.

A good title and a good description can make us win a visit or lose it. Do not abuse keywords, copy and paste the content of the page in the description, always repeat the same, not give real information of what the user will find … Be as accurate as possible and encourage the user to continue reading or know more than what you speak in the description and title, is something that is very important and sometimes we leave it aside.

SEO friendly URL

URLs are important for positioning, so you have to take advantage of it and create friendly URLs for SEO and for users. Putting the keyword in the url is important, but do not repeat it. What you have to avoid is to create a URL like this:

mydomain.com/r122/88_sm/ sew2332.html

Try to add text, and above all, that you are interested in positioning, but neither do you believe a very long url. Generally what I recommend and do is domain.com/word-principal/ In this way, we add the keyword you want to position, and it is clear that if your website has many pages and you need to organize them, it is better to use related categories with those pages. In any case, try to make the URL short.

Load speed

The loading speed is very important for both the Google robot and the user. You have to try to load your web as little as possible. For this, you can use a tool from Google: Page Speed to know what is failing and what is slowing down the web. Keep in mind that if it takes a long time to load the web, Google’s robot will go to another web without going through yours, something that is very critical for your positioning. In addition, it is also something fundamental at the user level, and if you load your web more than 10 seconds, I can assure you that the patience of your visit will end and you will end up leaving your website. So, watch this aspect very well.

SEO OFF-PAGE

Importance of Social Networks in SEO

Social Networks can help you in SEO positioning, and it is that they help you to publicize your brand and, therefore, that the client then searches the Internet, interact on your website, etc.

When you open the pages/accounts in social networks, you have to know how to manage them, take advantage of them and know the most convenient social network for your business , it does not help to have 5 accounts in open social networks if you do not post any content or your interaction is very poor. Keep in mind one thing, and you will not have interaction in social networks if you do not generate content. You can use tools like Hootsuite to manage more than one account at the same time and schedule publications, and it can help you save time and create marketing automation.

Not only do you have to publish content on your page in Social Networks, but you can also take advantage, especially at the beginning of the groups already created on Facebook, for example, to let you know. Try to make it a publication that gives an added value to the community, and especially that it is of the same theme.

Linkbuilding

Well, now comes one of the most challenging things in SEO positioning, and that brings more headaches to any professional in the sector, and in my point of view, still, one of the important aspects of natural positioning, and is to get links of quality towards your website: I am talking about quality links because that is really what is difficult and what counts. When I speak of quality I mean: sites with a high DA (authority of Domain) and that have a theme equal or similar to yours. Get links in blog comments, signatures in forums, page profiles, etc. They are not quality links, but links that I doubt can help you, but it is not the true link building.

Several years ago, when I started to position, it was very easy to be the first in Google, you only had to register in several directories to make link exchanges and solved! But before there were not so many websites nor Google’s robot was as “human” as now.

So, how do I get quality links to my website?

The key to everything is to create a quality content, because in this way the other websites will mention you, because they think it is interesting what you count, because it gives an added value to the readers of your website, because it complements what you are telling, etc. etc. etc. and little by little you will have new links and especially quality, something that is VERY important for 2019. That is the principle of Google when it speaks of quality, that is based on measuring the quality of a site. If, for example, this SEO Guide 2019 is shared by the Hubspot or Semrush or Moz blog It would be a perfect link for this entry. Why? First, they are sites with very high domain authority, they talk about the same thing: Digital Marketing, they are very well viewed pages for Google, etc. and the robot will appreciate that this guide has been mentioned and will take it into account for the positioning.

To make a good link strategy, it is no longer useful to get millions of links to your website: yearbooks, link exchange, link farm, etc. As I told you before. You have to work more, here are some tips to get links for your website:

Suppliers / clients / sponsorship: You can ask your suppliers/clients to index your website, it is a simple e-mail, and the subject is sure to be the same, or very similar to yours, and as I said before, this counts for the Positioning Also, if you sponsor an event/company you can earn another link for your website.

Guest Blogging: It is a practice that you can use, but neither abuse, and it is to write in other blogs and add a couple of links in the post you post. This is a win-to-win, the blog administrator earns an entry and a topic on which he can not be very expert and thinks interesting for his blog, and the person who writes wins a couple of links and recognition in another blog. Take this opportunity to tell you that if you want, you can send me an e-mail or use the contact form to write an entry in this blog.

Interviews: Another interesting way to earn a quality link is by interviewing in another blog of the sector. For this, either your website is very relevant, and they come to you to do an interview, or you can send e-mails to offer you to do an interview.

Contacts: As in real life, having contacts is fundamental and on the Internet more, because if you have a friend who has a website, you can tell him to mention you in an article (review) and thus win another link for the web.

But above all, quality: As I said, if your site has a lot of quality, the other websites will mention you and index you. This is the best strategy: create quality content + broadcast (Social Networks) = Good Linkbuilding. Many people can see your page and start indexing it.

There are other techniques to generate links to your website: comments on other websites (Nofollow links), links on profiles of websites or forums, web directories, etc. These can help you initially to generate some links for your website but do not abuse them since you can get to SPAM and/or be penalized by Google. I prefer not to do it, but know that you have that possibility.

Analyze the Web Web Analytics

You already have everything ready, but you need something fundamental in online marketing, something that you can measure if what you are doing is right or wrong, the visits you have, etc. and that’s web analytics. It is essential to have the most information of the users, to know why they visit you, how much they have been on your website, why they have left, how they entered your website, etc.

SearchConsole gives you already very good information, which is: positioning, clicks, and impressions that you have had in the search engine for each keyword that your website has appeared on Google. But the best tool to analyze a website is, without a doubt, Google Analytics. The installation is very simple, and you just have to add a code, which gives you the tool, on all your pages. If you have decided to create a website in WordPress, there are plugins that only adding the code indicated by Google is sufficient, and you do not have to be an expert to have Analytics on your website, so do not think about it. Once you have it, you have to look at several values, some of them essential, which for us are:

Bounce Rate

Before looking at the visits you’ve had, which is also important, you have to look at the percentage of users who have left your website without seeing another page of your site and try to know why. The percentage of bounce is the metric that tells you how many times a user has entered your page and has left it without visiting another content (abandonment rate). To better understand this concept I will give you an example: a user has come to this SEO guide, read it and then leave (close the window, change the URL, close the browser, back …) without entering another page of this Web; another user, has entered this guide and reads it, but later, wants to know more about me and goes to another page.

So, what is the percentage of abandonment of my web if I only had these two visits in the day? Very easy, 50%. Well, if the percentage is high it will mean that people enter your website but do not browse it, do not like it, something happens. That’s why after knowing the percentage you have to know what the exit page is? To do this, you have to go to behavior – Site content – Output pages: In this section, you can see what page your users have left and their percentage of output, which is not the same as bounce rate.

It is very important to know the page by which users leave, and there may be a problem of content, design, little engagement, little important information, etc. Keep in mind that a simple change of design, position of a link, colors, change of buttons, etc. it can cause the bounce rate to decrease. This metric has taken a lot of force for 2017 seo, try to make it as low as possible. At first, it will be high, 80% -90% but try little by little, especially when you start to generate new content, lower that percentage.

Channels

Another fundamental aspect of analyzing is knowing where users have entered, and you can ask yourself this question: How did you find me? To know it you have to go to Acquisition – Channels. It is important to know how you have been found and to be able to respond to: Am I doing the SEO strategy well (visits from Google)? Am I doing a good job on social networks (visits Social Networks)? Where exactly do the visitors enter? In this section we find 4 types of channels:

Direct: Are all the direct visits you have had, that is, they have written the URL directly (they know us) in the browser, or have entered thanks to an e-mail, document (pdf, word, etc.), WhatsApp, etc.

Social: Visit that has arrived thanks to a social network: Twitter, Facebook, Linkedin, etc. If you do not have many visits that come from social networks, you’re doing something wrong. Either your content is not interesting for your followers, or your Social Media strategy is very poor, we would bet everything to the second, we repeat that social networks are essential to attracting visitors, especially at the beginning of a project. We can help you in that sense with our Social Media Marketing service.

Organic (SEO): These are the visits that have arrived on your website thanks to the positioning in search engines, that is, Google. This is where you can see if your SEO strategy works or not. It is important to know what keyword you have found, the position that this one had and how many times it has appeared, for this, it is better that you go to Google Webmasters Tools, and analyze all the keywords in which you are positioned and your impressions, you can also use Semrush. At the beginning of the project you will not have many visits in this section, but do not worry, little by little it will go up.

Reference: All references that your website has on another website, in other words, any page that has a link to your website, whether comments on the post, recommendations, reviews, etc. and that the user has clicked to enter your website. In this way, you can see if the link building works or if there is a website that has mentioned your website.

Behavior on the pages

Finally, you have to know all the movements of the user on your website: What are the most viewed pages? How long are they on a page? Percentage of abandonment on each page? In the section “Behavior – Content of the site – All pages” we can obtain all that information. Knowing which are the most viewed pages will help us create a new strategy: add a purchase button, add some other internal link that may be of interest …

Do not forget the most important thing, conversions, if you want to measure some action of a user on your website, be it: sale, registration, special clicks, etc. the best thing is that you configure it in Google Analytics. It is the value par excellence, but at the beginning, focus on the above mentioned, without them you will not have conversions.

Information is power, and as such you have to take advantage of it. Of little use having 10,000 visits per month and seeing that the sales page has a 95% quit percentage, that means there is something wrong, with which you have to analyze it. There are many other metrics that you have to study, but these are the basic ones, in our point of view, to begin to know your audience and know if you are doing things well and how to improve them, but I invite you to investigate your whole the information provided by Google Analytics.

Final SEO Tips

This SEO guide for beginners ends, that’s why I want to finish with some final SEO tips to position your website in the first positions:

  • Create quality and fresh content that arouses interest in your subject. It is difficult and sure that you think that everything is already written, but there are forms and ways of writing or counting things. Maybe you do it differently, and that’s what triumphs. It is true that there are already many blogs and making a hole is increasingly tricky but not trying is a failure. Also, publish new content every week at least, it is important to generate content, the more you do, the better positions you will have and the more visits you will have. Keep in mind that it is much more difficult to position a website with a page than with one hundred pages.
  • Use social networks. Users share with their friends/followers what they think is important and what they think may be of interest to their contacts, is the word of mouth of the Internet. Use them and learn to manage them, it will give you a plus in your project and, above all, it will help you to capture visits and positioning, but remember, do not open 10 accounts in social networks if you will not manage them later, it is wrong to see an account that its last update is from 1-3 months ago.
  • Analyze your web. Many people forget web analytics and do not know what you can gain by analyzing two or three metrics, spend some time in Google Analytics, and you will see that little by little you will understand the users of your website and you will be able to optimize the web better to have more visits, lower rebound, more conversions, more time on the web, etc.
  • Do not let your guard down with the links. Many people say that the links are losing strength; my experience does not tell me that, it is a fundamental aspect for online positioning. Of course, what is no longer useful are links in directories, links in the footer on a page with a completely different theme, link farms, etc. You have to be more careful where you do your strategy, but a good link in a web with a high DA and a related theme, will make you upload many positions, but if you do, I doubt you are among the first Google results.
  • Choose a good hosting and make backup copies every month, at least. Good hosting is essential for a web project; choose it well. It is also essential that you make a backup every month, any failure, however small it may be catastrophic for your website.
  • Patience, above all, patience. In SEO you have to have a lot of patience, you have to know that it is impossible, I repeat, impossible to position a website on the first page of Google with an important keyword (with a high number of searches) Do not try to advance these deadlines using Black Hat techniques SEO, if you want the project is not penalized. To use them, you have to be an expert, but sooner or later with an update of the Google algorithm may fall, I do not recommend it. Put yourself within 2-3 months to start seeing some results (although I’m optimistically putting this time) Anyway, it all depends on the keyword you want to position. If you do not know about the subject and you want to contact a professional, run away from whoever says you can position a keyword in less than 1 month, will be cheating and putting at risk your entire Web.

 

And so far this SEO guide 2019, that if there is no more news, will be very similar to 2020, I hope you have learned the right and necessary to position your website and is a small outline/guide to start putting you to it.

One of the main doubts that arise when creating a new project or enhancing an existing business is what web positioning strategy to follow, that is, whether to opt for organic positioning or SEO or for a paid positioning, which we also know as SEM. You tend to think of an SEO vs. SEM fight, but can they work together?

Do you have to do SEO or SEM first? Which is better of the two? Do I have to choose only one? Which one? These are just some of the questions that most often come to light in the first moments of proposing a strategy, beginning to think on many occasions that we are obliged to choose only one of the two. Crass error, because as I’m going to discover you are two totally and perfectly complementary strategies.

In this post, we are going to face SEO vs. SEM to see which one is better in each case and its main differences and similarities, in what moments we have to bet on SEO and what are the perfect occasions to opt for SEM.

Do you dare to discover with me this wonderful galaxy where Google is the king? Ahead!

What are SEO and SEM?

The first thing that users think when we talk about SEO and SEM is always something similar: SEO is free and SEM is paid. Meeeeec Error. SEO and SEM go far beyond this simple differentiation.

SEO is all that strategy aimed at improving and optimizing the visibility of our website in organic results. We do not pay directly for appearing in the search engines, but improving our website, optimizing the architecture or reducing its load time can lead to a series of costs that need to be addressed in order to have a quality website.

In spite of perceiving SEO as a completely free strategy, it is necessary to have an SEO professional who knows the needs of the web and who establishes a strategy as optimized as possible to guarantee the best results and avoid SEO penalties.

The SEM, on the other hand, consists of paid ad campaigns in the search engines. It is about bidding for the keywords that we want to appear in search engine results. However, although it seems as easy as this, it is also necessary to have a fully optimized and quality website to develop strategies with the lowest possible cost and the highest possible ROI or return on investment.

How do SEO and SEM differ in search engines?

The difference of SEO and SEM in the search results is very simple, to the point that there are many users who already know this difference very well, trying to avoid clicking on some of the first results from a payment strategy.

When we perform a search in search engines like Google, in the first results, if bids have been made for that search, a series of pages with a signal indicating Ad, corresponding to websites that are performing SEM payment campaigns, will appear.

If we do a little scroll down, we will start to see results without this signal, corresponding to the first organic results. The higher our website appears in SEO positioning, the more possibilities we will have for users to click on our page. Appearing on the second page is like being an expert in hiding: no one will find us.

Within SEM, in addition, there are services such as Google Shopping, thanks to which we can bid to show the products that we market in our ecommerce. These results of Google Ads for online stores are more attractive because they have images and even the price of the products in the results, differing widely from the SEO results in the search engines.

Common aspects of the SEO and SEM comparison

Although the general perception is to see SEO and SEM as the opposite, they have a series of similarities that must be stressed. All the analysis or previous research, a quality web and fully optimized, but above all time and dedication are key aspects with which it is necessary to count and work on any of the strategies we propose.

Research and previous analysis

We can not do any crazy strategy. Whatever technique we are going to perform to achieve visibility in search engines, it is more than necessary to carry out a previous investigation that allows us to tie the ends of our strategy so that it is as optimal, realistic and defined as possible.

Knowing the sector, studying the interests and needs of our target audience, search intentions and establishing specific, measurable and achievable objectives will only be some of the main cornerstones on which any of our strategies should be based.

Quality and optimized website

Having our site fully optimized is essential for our SEO or SEM positioning strategies to be effective. By this we mean to have a fast loading speed, correct and defined navigation architecture, a design adapted for mobile, that the contents are of quality or that the user experience is excellent, among many other things.

If our website is not worked or optimized for SEO, we will not be able to appear in Google’s results in any way. And in SEM, in addition to paying much more to appear ahead of our competition, we will not get conversions if the user experience of our website is null.

Can you imagine a website like Homer Simpson’s nowadays? Google would have gone crazy with such savagery. Well webs like these (and worse) we meet every day, so you better start optimizing your website if you want to start getting results with your page.

Keyword Research

It is about doing keyword research to know first hand what are the main keywords that we are going to target. In SEO, to develop an optimal and realistic strategy, we can not try to aim all as if we were Jon Snow in Game of Thrones. We must choose the most appropriate for each page, defining an optimized architecture and avoiding at all costs the cannibalizations of keywords.

On the other hand, a complete study of keywords in SEM is essential. This will help us understand which are the ones that will give us better results and a higher number of conversions. This will help us avoid high rebound rates or even economic losses. If we tried to target all at once without a previous investigation, the costs would get out of hand and our traffic would not be qualified.

They require time, dedication and a lot of mimes

All the actions that we carry out in our strategies must be fully thought and argued and we must be sure at all times of what we are doing. For this, it is essential to devote a lot of time to our strategies both before and after launching them. We can not leave any loose ends.

Once launched, we must spend a lot of time analyzing how they are working, the keywords that are ranking better, the conversions and objectives that each action is fulfilling, thinking about what we can improve and, above all, continuously optimizing our strategies to get the most out of it.

In all cases, it is about putting a lot of love and care into everything we do because that is the only way we can ensure that we will be successful in our campaigns. Same as Starbucks with their Coffee.

Differences between SEO and SEM

SEO positioning and positioning SEM are two strategies that, despite their similarities in the previous phases of its launch, have a series of clear differences that it is essential to know to finally know how we are going to work each of them.

These are two strategies that, despite appearing as polar opposites, are totally complementary and, depending on the type of business we have, the antiquity of it, our budget or our objectives, we can work both in one way or another, such and how are we going to see next?

Cost

The cost of SEO and SEM strategies is the main difference between the two. To get our website to appear in the organic results, we will not have to pay directly. Of course, it will be essential to have a web quality and fully optimized for the different keywords for which we want to position each of our pages.

Although SEO is usually associated with free, the most common way to achieve the best results in SEO is to incur some costs in order to optimize our website as much as possible in the eyes of Google. For this, it is essential always to have an SEO professional who carries out an SEO audit of the web and who knows and optimizes the priority points to get the best results on each of the pages and have an excellent team to develop a website.

On the other hand, in SEM it is mandatory to incur costs to appear in the results. We will have to bid for the keywords we want to appear for and, depending on the number of clicks and the bid we have made, we will pay more or less every month. If we do not get clicks, we will not pay anything. However, it is very important to the segment as much as possible and chooses the perfect keywords, or the costs will go through the roof.

In addition, the costs in SEM also vary greatly depending on the sectors in which we work. In highly competitive sectors, such as travel or insurance, the cost per click will be much higher than in others with less competition. Therefore, we must first analyze the sector in which we are in order to know first hand which strategy will be the most profitable one.

Content

Whether you decide to do SEO, SEM or both, your content must meet some minimum requirements: it must be of quality, relevant and, of course, without spelling errors. You must avoid duplicate, plagiarized or worthless content for the user at all costs. If your content does not meet all these requirements, give it a spin and publish it only when it is perfect, since it is one of the most important aspects when working with any type of web positioning.

To position your page in organic results, your content must be unique, original and of value to the user, as described in this article about quality content. You should seek above all the naturalness and, therefore, avoid the saturation of your main keyword in all the text or, what is also known as keyword stuffing, practice penalized by our friend Google.

Although your texts and your content for paid campaigns should not leave aside that originality and quality of which we speak, in them you should not work so much optimization for your main keywords, but you should focus on giving them a much more commercial approach, directed to the conversion with the objective of recovering your investment. Includes calls to action, comments on the benefits of your product or service and offers value to the user, among other aspects, and thus get better results in your SEM strategies.

Keywords

The number of keywords with which you work is also one of the main differences of this comparison SEO and SEM.

E-Commerce positioning, the number of keywords you work with must be limited, focusing each page on the main keyword in order to focus all the efforts of that content on that single keyword, also using semantic variations and related words. If we tried to position the same content for an infinite number of keywords, that content would end up not being relevant for any of the keywords used and our results will be null.

In contrast, in SEM, the number of keywords with which we can work is unlimited. However, a basic task of optimization in our payment campaigns is to try to limit as much as possible those keywords to stay with those that are really worthwhile, that is, with which we get a higher return and a higher return on investment.

Flexibility to implement changes

The ease with which changes can be made in our SEO and SEM campaigns is also another important point to consider. In our SEO strategies, if we change any aspect of our page, such as meta description, images or headings of the content, until the Google spider does not happen again (or the search engine that is), these will not be reflected. Changes in the results, being able to get to spend days and, even, weeks.

However, the changes made to our SEM campaigns are almost immediate. As soon as we make changes, either in the titles or in the bid, among others, they will be seen by the search engine and will be shown immediately when users do searches that activate our ads.

Traffic segmentation

If there is a really interesting aspect in SEM is the possibility of segmenting traffic, with the main objective of directing our ads towards our main target. For example, if we have a local business in Madrid, we can make our ads only show in Madrid and its surroundings, so that users in other cities can not see them.

This is important to focus our efforts on targeting those users who may be more inclined to make some kind of conversion on our website and avoid unnecessary expenses trying to reach users who will not convert. It would be useless if they announced themselves in the town of Frodo, showing their announcements to the inhabitants of Mordor. It would be an unnecessary waste of time and money.

However, in SEO the segmentation of traffic is more complicated. For example, if we want to segment locally, we could do it by including the city of our business in the title and the content of the page, but this can not prevent people from other cities from visiting our website through organic results.

Reticence to advertising

Another important aspect that must be taken into account is the distrust of many users to the payment results. The vast majority of people who search the Internet are well aware that the first results correspond to pages that are performing paid campaigns and, in many cases, unless they are very relevant to the user (such as search results). Transactional users may be reluctant to click on them, something similar to what happens with Display Ads.

For this reason, it is very important to work to the maximum extent of our SEM campaigns, attracting the greatest possible attraction of users and, above all, showing content and products that are totally relevant and consistent with the search carried out.

In addition, due to the rejection that many users show towards the advertising of Google and other search engines, it is very important to also work on the SEO positioning for words that we work with SEM, since this way we make sure to appear up to twice on the first page of the results, increasing our chance of success. Do you understand now why we said that SEO and SEM are complementary?

Visibility of the results

Related to what we were saying before, another aspect to take into account is the visibility of the organic results and the ones of the payment positioning. The results coming from paid campaigns will appear in the first place, having a more prominent place in front of SEO positioning. In addition, on platforms such as AdWords, we can configure our campaigns to display data such as our business phone number, location or even rating stars, making our results more visible and visible. All this without forgetting the possibilities offered by Google Shopping, being able to make our products appear in prominent places of the SERPs.

On the other hand, the organic results, although they appear behind the SEM results, can also stand out in multiple ways with the Rich Snippets, especially thanks to the micro labeling of our page. We can achieve that in our results appear stars of valuation, prices or even images, making the results of our website are much more attractive.

Reach the top positions

The way to get in the top positions for the desired searches also varies widely from one strategy to another. If we want to be in the first position in the payment results, we will have to bid more and, therefore, pay more to achieve that desired position. However, if we have a web optimized and relevant to the keyword from the start, the cost per click could decrease considerably.

Google’s positioning, however, we must work harder and optimize the page to get at least in the Top 3. Unlike SEM, it does not serve simply to pay more, but we must have an optimized website and a page according to the keyword for which we want to position. For example, it will be important to include the main keyword in the title as far to the left as possible, in the H1 of the page, in the first paragraph, in the conclusion of the content and even in the meta description.

Measuring results

The organic and payment positioning also has its clear differences when it comes to measuring the keywords that give better results, especially because in SEO the results that give us tools such as Analytics or Search Console are more than diffuse.

Since several years ago Google decided to hide in Analytics the words that brought us traffic under the veil of our hated not provided, it is increasingly difficult to know exactly which are the keywords that have a better organic performance on our website. That is why we have to resort to external tools such as SEMRushAhrefs or Sistrix to have a somewhat greater vision of the possible keywords that generate better results. Although these analyzes that provide us are not 100% accurate, it does allow us to have a certain approach that helps us guide us to take new steps in our strategies.

On the other hand, if we activate SEM campaigns, from the first moment we will have reports with keywords, being able to detect the ones that generate the most impressions of our ads or the ones with the most clicks and, above all, those that generate the most profitability, being able to make the modifications timely in real time to adjust our campaigns to the fullest. These reports can also help us for our SEO strategies, since we can detect our strongest and weakest points, in consequence, complementing our efforts in SEM with our SEO optimization. Are you already clearer why they are complementary?

Time to see results

The time it takes to see results is similar to the flexibility we mentioned earlier. As soon as we activate our SEM campaigns, we can begin to see results and adjust these campaigns to optimize them as much as possible according to our objectives. As the changes we make are going to be implemented instantaneously, we can make changes in real time to improve the results.

However, the same does not happen with SEO. Although we create pages to position certain keywords, it can take weeks or even months until those pages begin to appear in the first results for the keywords we want. The results, therefore, will not begin to be seen until later, and our objectives will take longer to be fulfilled.

That is why it is very important to establish micro-objectives in our SEO strategies and focus efforts on optimizing certain parts of our website to achieve small results progressively. Because the process is slow, it is much better to focus on a specific part of the web and gradually optimize the rest of the site. If we work the whole web at once, the results will take a lot longer to arrive.

Which is better for my business: SEO or SEM?

Given the main points in common and the great differences that both strategies can present, the key question arrives: why should you opt for your online business? We have to tell you that it will always depend on your business and the objectives you intend to achieve.

If you want to get immediate results, SEO is not for you, so carrying out payment strategies may be what you’re looking for. In projects that will be developed in a very short period of time, the SEM is ideal to be able to meet objectives. For example, it would not make sense to try to position by SEO a web project in which only one month will be worked. However, if you are looking for long-term profitability, organic positioning is undoubtedly the one that can most help you achieve your goals.

The ideal in all cases will be to reconcile both. Why choose one or the other when you can achieve much more optimal results if you still have the strengths and benefits of both strategies?

We advise you that if you are starting, invest in SEM, especially to capture the first visits and go facing the investment that requires the organic positioning of your website. See your website working for SEO and, once your business has started to take off by organic positioning, while you continue to dedicate efforts to the SEO of your business, you can use the payment campaigns to cover those weaknesses and weak points that present your SEO strategy.

That you still have doubts about which is the most optimal strategy for your business? Do not worry! At UBT we have a great team of professionals who will be able to advise you on the most optimal channels that you will have to work to boost your business and meet your objectives.

Improving the loading speed of WordPress is a task in which different factors come into play.

For that reason, in this post, we want to explain step by step how to maximize the WPO and how load speed affects the SEO.

To explain the whole process and to do it as simply as possible, we have divided the article into different specific sections.

In addition, for the part related to SEO, we have explained how load speed affects positioning.

So, if you want to improve the loading speed of your WordPress, we invite you to get comfortable and follow the advice that our team gives you.

Why should you improve the loading speed of WordPress?

Reducing WordPress loading time is very important for two main reasons:

  • On the one hand, to improve the user experience that visits our website. It’s true, and you are always in a hurry and, if you access a website and you see that it does not load fast, you automatically close the page and leave, right?
  • On the other hand, it is fundamental for The speed of loading a website significantly affects your positioning in Google (below we explain).

What factors affect the speed of loading WordPress?

There are several factors that affect the loading speed of WordPress. Some of them are:

  • The accommodation. Working with a good hosting provider will determine the loading speed of your WordPress.
  • The plugins that you have installed. The plugins are wonderful, right? plugins that you improve your website or blog in terms of design, functionality, options, etc., but they take up space, and this is a factor that also affects the loading speed. The greater the number of installed plugins, the longer the loading time.
  • The weight of the images. This is one of our biggest struggles with clients. If you need a photograph for a post and its maximum width is 800px, why upload it with a width of 2500px and uncompressed? Therefore, the size of the images also affects. If you keep reading this post, we will teach you how to compress them effectively.
  • The external tools that you have linked to your website also consume data and, therefore, reduce the loading time. Pop-ups, forms, tracking pixels, etc. make a series of calls to their own servers and ensure that the loading speed of your WordPress is higher to provide better results.

Tools to measure the loading speed of WordPress

Before starting the optimization process of WordPress, the first thing you should do is an analysis of the loading speed of your website.

For this, there are several tools and pages that offer you all the information you need to optimize your website.

# 1 Pingdom

Pingdom is a tool that analyzes the time of a website. It uses more than 70 centers to test and verify the analyzed pages.

With Pingdom, you can measure the loading time, performance and interactions of your WordPress in order to improve the user experience.

Some of its functions are: analyze file sizes, load times and other details of each element of a web page (HTML, JavaScript and CSS files, images, etc.), sort and filter this list in different ways, plot your performance history or test from multiple locations.

# 2 GTmetrix

GTmetrix is another very complete tool to analyze the speed of your site and thus make it faster.

Your results give you an idea of the status of your WordPress in terms of loading speed. In addition, it provides you with useful recommendations on how to optimize it.

Some of its most outstanding results are PageSpeed Score, YSlow Score, total load time, total page size or requests to other external servers.

# 3 PageSpeed

PageSpeed is a Google tool that measures the performance of a website on both mobile and desktop versions.

Your score goes from 0 to 100 points. Logically, the higher, the better it is.

# 4 Test my site

Test my site is also a Google tool that works with PageSpeed Insights technology and is specifically focused on mobile optimization.

The scores that it throws must be considered important points of improvement and valued in relation to the objectives of the website.

Some of its metrics are loading time or mobile optimization, all presented in a very visual and ordered through scores ranging from 0 to 100.

Plugins to reduce WordPress loading time

Now that you know what the factors that affect the speed of loading a web and the different tools to measure its speed are, we want to review the types of plugins that you can use if you are going to improve the loading speed of WordPress.

The Cache Plugins

The cache plugins are responsible for creating and storing a copy of the HTML files of a website to load them from there and increase the loading time.

That is, they store a copy of your website and, when the browser requests your upload, the plugin serves those files that you have stored.

In the market of cache plugins for WordPress, there are several options. These are some of them:

 # 1) WP Rocket

In our opinion WP Rocket is the best plugin in its modality, that’s why we put it in the first place.

It is a payment plugin in which it is worth investing since its main objective is to accelerate the loading speed of your website.

Its functionality highlights are: caching, preloading the cache, load images “on demand” and compression of static files.

Throughout these years, we have tried the different cache plugins, and WP Rocket is by far the one that offers the best results.

Anyway, if you do not have the resources to invest in a paid plugin, here are some free options.

# 2 WP Super Cache

WP Super Cache is responsible for creating static HTML files from your website. Once the copy has been created, your server will serve that file instead of processing the WordPress PHP scripts, which are much heavier and consume a lot of resources.

 # 3 W3 Total Cache

W3 Total Cache is a plugin designed to improve SEO and user experience by increasing the performance of your page, reducing download times through functions such as the integration of the content delivery network (CDN).

# 4 WP Fastest Cache

Like all other plugins, WP Fastest Cache creates static HTML files from your website.

When a page is processed, PHP and MySQL are used. Therefore, the system needs RAM and CPU.

The configuration of this plugin is very simple. You do not need to modify the .htacces file, because it does it automatically.

 # 5 BJ Lazy Load

BJ Lazy Load is not exactly a cache plugin, but we wanted to include it in this category because loading images on demand make the speed of the website faster and save bandwidth.

This plugin replaces all the published images and the content of iframes with a placeholder and loads the content as the user slides the page.

Since it works with iframes, it also covers embedded videos from YouTube, Vimeo, etc. You can also upload other images and iframes to your theme, using a simple filter.

When do we recommend the use of these plugins?

In our experience, it has worked very well in blogs that use many photos in their posts and pages, such as a fashion blog, kitchen or lifestyle, where images take precedence over the rest of the content.

Plugins To Clean The WordPress Database

Every website created with WordPress (the .org version) is associated with a database in which the data related to our website is stored.

This database must also be optimized and cleaned every so often so that it does not store “junk” that makes the website load slow.

There are several plugins to perform this maintenance task of the database. We detail them below:

 # 1 Optimize Database after Deleting Revisions

This plugin serves to optimize the WordPress database after eliminating revisions of entries and pages.

Surely you did not know that every time you check a post or a page, WordPress keeps a full copy, right?

This means that, if you check an entry three times, WordPress automatically saves the same entry three times in full, which makes it occupy three times as much space in the database.

Therefore, this plugin deletes all those copies that WordPress stores by default so as not to consume so much space in the database.

It is possible to configure it to be cleaned by days or by the maximum number of recent revisions. In our case, we have it configured to clean for revisions that exceed five days old.

 # 2 WP-Optimize

WP-Optimize is a very effective plugin to automatically clean the database of your WordPress so that it works with maximum efficiency and loads in the fastest way.

The most exciting features of this plugin are: optimize the tables in the database, clean all revisions of entries, clean all automatic deletions and discarded posts, and delete spam messages and comments from the bin or not have been approved.

It is the one that we use and recommend!

Plugins To Optimize And Compress Images

As we said before, one of the main factors that affect the speed of loading WordPress is the size and weight of the images contained in the website.

Therefore, we always recommend installing a plugin that is responsible for resizing and compressing its weight.

In particular, for this task, we use the Smush Image Compression and Optimization plugin or better known as WP Smush.

 #WP Smush

The objective of this plugin is to compress the images of your website once you have uploaded them.

Optimizing images is essential to improve the performance of WordPress and speed up its loading process.

In that sense, WP Smush is responsible for resizing, optimizing and compressing all the images that you upload to your website.

It is one of our essential plugins when it comes to designing a website or blog in WordPress.

Plugins To Minify The Code In WordPress

Finally, there is a type of plugins whose objective is to minify the code generated by WordPress, plugins, templates or layout templates.

For example:

1.        body {

2.        background-color: # 000000;

3.        color: #fff;

4.        font-family: ‘Arial, sans-serif;

5.        font-size: 20px;

6.        line-height: 1.7 ;

7.         }

And the minified code would look like this:

1.       body { background-color: # 000000; color: #fff; font-family: ‘Arial, sans-serif; font-size: 20px; line-height: 1.7;}

# 1 Fast Velocity Minify

To carry out this task, in our designs we use the Fast Velocity Minify.

Did you know that Alejandro has a plugin? No, right?

The fundamental objective of this plugin is to eliminate the unnecessary chains of code. You just have to install it, and you do not need to do anything else.

 # 2 Autoptimize

Autoptimize is a plugin responsible for adding, minimizing and caching scripts and styles.

It also injects CSS into the page header by default, moves and differs the scripts at the bottom of the page and minimizes HTML.

Your extra options allow you to synchronize non-added JavaScript, remove the emoji cruft core of WordPress or optimize Google Fonts.

# 3 WP Super Minify

WP Super Minify combines, minimizes and caches JavaScript and CSS files online on demand to speed up the loading of the page.

With this plugin, the HTML, JavaScript and CSS sources of your website will be more compressed. Its size will be smaller and thus improve the loading speed of your page.

To check if the plugin is working correctly, you can check the source code of your site or press Ctrl + U on the keyboard.

 # 4 Better WordPress Minify

Better WordPress Minify allows you to combine and minify CSS and JS files to improve the loading time of your page.

This plugin uses the PHP Minify library and is based on the WordPress encryption system instead of the output buffer, which respects the order of the CSS and JS files, as well as their dependencies.

How to compress the images in WordPress to reduce its weight and size (our method)

Compressing the images before uploading them to your website is essential since it is one of the resources that consume the most data and you should optimize them if you want to improve the loading speed of WordPress.

Next, we are going to explain the process that we use, and it offers us satisfactory results (sure there are many more):

 # 1 Photoshop

The first thing we do, before uploading our images to the WordPress image library, is to work them in Photoshop.

The program has an option called Save for the web, which allows you to choose the size and format of the image you want to save especially to upload it to your website.

# 2 Compressor.io

we have saved a web for the web using Photoshop, and we are going to compressor.io and recompress them.

Done this second step, the images would already be ready to be uploaded to WordPress.

# 3 WP Smush Plugin

Finally, the images are re-optimized with WP Smush, a plugin that we have installed and configured so that the pictures are compressed automatically when we upload them.

So far the part related to plugins and image optimization to improve the loading speed of WordPress now we leave you with all the details about how the WPO affects SEO.

Load speed factors to be evaluated for SEO

When an initial audit or examination is prepared for an SEO project, there are common points to be analyzed in all web projects. One of them is the WPO and within this, our beloved loading speed.

The first thing we must do is to make an initial general diagnosis about the loading speed. According to the characteristics of the type of web project, we must evaluate mainly these points:

  • Download time. The download timeis a direct and important indicator to evaluate the download speed. It is obvious that if a web takes a long time to load, the user’s time is not infinite and will end up leaving before browsing our website. If the download time is longer than 3 seconds, we should start worrying.
  • The number of HTTP requests. Another indicator to consider is the number of HTTP requests. The more files your website has, the more HTTP requests are made. This influences the increase of loading time and especially in the user experience.
  • HTTP2. It is convenient to check if the website is updated with HTTP2. If the previous HTTP 1.1 protocol has been updated and passed to HTTP2, the benefits in UX and upload speedare innumerable.
  • Latencies / Bandwidth. We must not only diagnose internal factors. The latency influences the time it takes to load a web. HTML, CSS, JS and images files can be downloaded with several connections in parallel, but each connection has a time cost between the request and the first byte is received. Therefore, latency is a key point to consider.
  • The weight of the files. We must measure large files, as they will significantly affect mobile devices and the desktop. Many CSS and JS files have additional characters (line breaks, spaces or others) that influence the weight of our website and its loading speed.

Once we have measured and checked the general indicators that affect the speed of the load, we move on to the next step. For this purpose, all indicators are usually examined from two perspectives: Front-End and Back End.

Indicators of loading speed in Front-End of the web for SEO

From the Front-End point of view, to evaluate the loading speed we must examine these possible causes:

  • CSS and JS files. How many types of files are there? How are they located in HTML? Can JS and CSS files be combined? Can JS and CSS files be minified?).
  • Size and format of images and media files in web design. How much space do they occupy? What type are they (PNG, JPG, GIF, etc.)?
  • Compression (files and formats). Considering the size of the files, have all the files been compressed? Is the type of files with less weight used?
  • Preload actions. Has preload been carried out? Have preload tags been included (prefect or preloads)?
  • Third – party APIs. Are there third parties APIS (e.g., Google Maps)? What is the API used for? Does it benefit the user experience? Does it affect web performance?

Speed indicators of the load in Back-End of the web for SEO

It would help if you also diagnosed possible causes that may affect the web loading speed in the Back-End, such as:

  • CMS used. Check the type of CMS used (WordPress, Joomla, Drupal, Prestashop, etc.) and its specific characteristics.
  • Exam of the PHP code. Examine the quality and optimization of the PHP code that may influence the loading and browsing of the web.
  • Examination of the database:
    • Examine queries to the database and ways to improve queries to it.
    • Search optimization formulas to them.
  • Plugins:
    • Check if there is a plugin that hinders the loading of the web.
    • You can also check the utility of them, their performance and the pros/cons of their use.
  • Type of server:
    • Measure server response time (tools such as ServerTest).
    • Check the placement of the server taking into account our users.
    • Evaluate the type of IP (shared, dedicated, etc.).
    • Check if the server misuses the resources.
    • Study accelerate your response by installing other software (Ex: Change Apache by NGINX or LiteSpeed). Study changes in technology (e.g., SSD disks instead of HDD).
  • Type of hosting: You have to evaluate if the web is hosted in a shared hosting, cloud server, or if you host your website in a free cloud server. You have to see the convenience of hosting with the web project.

Why does loading speed affect our SEO-SEM strategy?

The question in this article is clear: Why load speed affects or is important in our SEO-SEM Strategy. What are the consequences of having a certain loading speed?

Web loading speed is an important factor in organic SEO positioning. We would call it key. Every SEO-SEM specialist would have to take it as a further duty when optimizing a website.

The statistical data and the conclusions drawn from them corroborate this:

  • 47% of users expect a page to load in less than 2 seconds.
  • 14% change web e-commerce if the page takes time to load.
  • 40% of users leave a page that takes more than 3 seconds to load.
  • 64% of the buyer-people, who are not satisfied, go to another site for their next purchase.

With all this information and the previous one, we can draw several conclusions that will serve as an answer to the question in this section:

  • The loading speed directly affects the conversion rate and the number of sales.
  • It influences the user’s satisfaction and experience in navigating the web itself.
  • Optimal web speed performance will reduce the bounce rate and increase the number of page views in the navigation.
  • It can favor a return of the user to the website and its subsequent loyalty.
  • The loading speed directly impacts the Google Ads rating on the user experience in the Landing Page.
  • It will help reduce ad costs and improve the position of the ads.
  • It’s better to prevent than to cure. Since Google announced in 2013 that websites with poor optimization could suffer penalties in search results, the loading speed is one more index to optimize.

We hope that with all these tips that we give you in this post you can improve both the SEO and the loading speed of WordPress.

Creating a buyer person should be the basis of any marketing strategy you make.

The problem is that many times due to ignorance, we do not know what a buyer persona is and what are the differences between the target audience and the target market.

In addition, when making a Social Media Plan or a Digital Marketing Plan one of the most critical points is to create a buyer persona.

Why?

Think that all the actions you carry out should be focused on the target of a company.

Otherwise, you will be impacting the wrong audience, and you will be throwing away time and money.

But do not worry either, because we’re also going to see:

  • How to meet your customer online
  • What is the buyer person?
  • Segmentation criteria.
  • How to create content that interests your buyer people?
  • How to identify your client’s purchase intention

But first of all let’s see what differences there are between buyer, target audience and marketing target.

What is a buyer persona?

Definition of Buyer Person: a buyer persona is a fictitious representation of your target.

Thanks to this tool you will be able to know better your target audience and design strategies and actions aimed at them.

Basically, a buyer persona is like a profile stereotype tab of your ideal client to which we will assign:

  • A name
  • The sociodemographic aspects (age, gender, place of residence, academic level, income level, culture, marital status, etc.).
  • Your personality.
  • Your behavior
  • His objectives
  • And their behavior in social networks.

This analysis of the buyer persona will help us determine:

  • In what social networks.
  • In what schedule.
  • With what tone to speak to him.
  • With what copy to address us.

Ideally, you have a template for buyer persona by the profile that you identify because it is normal to have different motivations and desires.

Also, remember that your target audience consists of current and/or potential customers and customers of the competition.

What is the target audience of a company or target in marketing?

To understand what the target audience is first, you have to understand what market segmentation is.

The segmentation of the market basically consists of dividing the market to which a company is directed in small groups or segments.

After making this division what is done is to select which segments we are going to address.

And these segments are our target audience or the target in marketing.

That is a group of people who have needs that we can cover with our products and/or services.

So if you want to know how to define your target audience, the first thing you’ll have to do is determine which segments you want to go to.

What types of the public are there?

When it comes to creating our marketing strategy, we must also be clear about which generation we are targeting.

Depending on the generation of our target audience we will have to adapt our message to them.

We usually talk about these types of target audience:

  • The Baby Boomers (1946 – 1964)
  • The Generation X (1965 – 1978)
  • Generation Y or Millennials (1979 -1996)
  • Generation Z (As of 1995)

If you want to know more information about them, we recommend you read this post.

Why it is so important to define my target audience

Before seeing how to make a buyer persona, I want you to be clear about why it is so important to define the target audience of a company.

Knowing your ideal client is essential to be able to correctly satisfy their needs and design a series of contents focused on them.

When we speak of the audience, we are talking about a specific and concrete concept.

For example, imagine that you sell organic food products.

It will not be enough for you to say that your target is made up of current and potential buyers who are interested in organic products.

You have to go further and specify, an example of the target of a company would be:

My target audience is made up of men and women from 25 to 35 years old who live in urban areas, who are worried about their health, practice sports on a regular basis and usually go to ecological restaurants on Saturdays.

This can be one of the targets.

But then you will have to define different buyer people to optimize your actions in social networks.

However, in the offline environment with demographic information could be sufficient.

But the good (and the bad) of the digital world is that you can measure everything.

Therefore, you can not limit yourself only to these variables, and you must go more in-depth.

It has gone from studying men and women from 25 to 35 years old, who live in urban areas, to generate fictitious portraits of the target audience, which reflect the personality, interests, and behavior of people.

To understand it better, imagine a cake.

The audience is not just the audience that you have as the central core.

Your target will be all the pieces of the cake you want to reach.

This simple graphics will allow you to see that you do not have to reach 100% of the public.

What would result in an excess cost because it is impossible or very difficult to have the ability to create ads to reach everyone?

The important thing is that you create strategies for these targets and that, instead of trying to reach 100% you go for example to 60% but with a much lower budget and more optimized.

For example, a restaurant may have different profiles of the target audience each day of the week.

The audience in the morning may be different than in the afternoon, and this may differ from the target of the night.

Not to mention already the difference between the public of weekdays and the weekend.

This is a very clear example of why it is essential to know in depth your buyer person and be able to offer specific content with different message and tone.

Now, how to segment a market?

The answer is through hyper-segmentation based on creating a buyer persona.

 

How to create a buyer person or define your target audience in marketing

How old are you? Do you study or work? What do you study? Where do you work? Where do you live?

This was the series of questions that we used to ask to define the target.

Right now, those data are no longer enough to make a digital marketing strategy.

This is where the buyer person comes into play.

The buyer persona is the starting point on which the content strategy of your project will be based and always depending on the stage of the purchase cycle in which it is located.

What is the use of creating content if it is not directed to your target audience?

For inbound marketing strategies to be successful, they must be focused on the right audience.

Creating valuable content is the basis of inbound marketing.

But these contents must be created under a previously defined strategy to attract your potential customers to you and subsequently convert them into customers.

How to define my buyer persona

First of all is that you ask yourself a series of questions that make you reflect on who is your ideal client.

Some of them could be:

  • Do you have a well-defined target audience?
  • Why can your products or services interest you?
  • What type of product or service is most suitable for the different types of target?
  • What can you offer them that your competitors do not?
  • What doubts could you have about your products or services?
  • What other products directly or indirectly related to yours consume?
  • What are your challenges, desires and motivations?
  • What is the best way to get to segment A, B or C?
  • In what social networks is it present?
  • In which do they spend more time?
  • At what time do you connect more?
  • What are the most appropriate channels to reach them?
  • What content do you find most interesting?
  • How is your personality?
  • And his buying behavior?

Ideally, you should answer these questions for each buyer you have defined because it is what will allow you to optimize your editorial calendar later.

In the end, create a buyer person you can summarize in 4 key questions:

  • What the potential client does,
  • What do you need,
  • What worries you,
  • How can you satisfy your need?

Once you have reflected on the previous questions, it is time to determine the segmentation criteria of the target audience.

These segmentation variables mainly can divide into four:

  • Sociodemographic factors
  • Personal Factors
  • Online behavior factors
  • Purchasing behavior factors

The buyer person is not always the person to whom you are going to have to direct to sell your product or service. For example, think about what your buyer persona is men and women of 70 years of age. How are you going to address them if few will use the internet? You have to think, who makes the consumption decision? The son!

How to locate pain points (pain points) of your buyer person

When it comes to creating a content strategy, one of the most important things is to locate the pain points of your buyer persona.

Now, what are pain points?

The pain points are those problems, challenges, concerns, curiosities, interests and even motivations that your ideal client wants to satisfy.

That is if you know the point of the pain of your client you will know their driver.

Or what is the same, you will know the motivation that drives you to do a certain search and then make the purchase.

Determine the pain points of your buyer person will be decisive for:

  • Empathize with your target audience and know their problems.
  • Compose the text of your web page and capture landing and sale
  • Use attractive copies.
  • Set the content strategy of your blog.
  • Offer solutions to your pain points and avoid objections.

There are different ways to locate the pain points of your buyer persona.

For example:

  • If your company has a sales department, it is essential that you form them to understand the motivations and desires of your customers.
  • Make online surveys to your current and potential customers.
  • Interview your clients directly and ask them about their problems and motivations.

To make it clearer take a look at this example:

Imagine a company that is dedicated to designing inbound marketing strategies.

This company will be directed to people or companies whose pain point is that they do not know how to capture leads in an efficient way and treat them later until converting them to clients.

After defining the pain of the buyer persona, the company must know what type of searches its target audience performs to seek information about their problems or motivations (which would be the equivalent of the awareness phase).

One way to know the words by which they find you on Google is to go to Search Console and select:

“Search Traffic” ➜ “Search Analysis,” and in addition to seeing which words are found by Google, we can see the clicks they have made, the impressions, the CTR and the average position of that word.

For example, in the recognition phase of the need, the interested person can ask questions on Google such as “what is inbound marketing” “how to do inbound marketing.”

When you locate keywords directly related to the pain of your buyer persona is when you will get higher conversion rates

Once you have identified the words by which they find you, it is important that you optimize your page or article with CTA and registration forms that call the attention of the visitor and leave your information to be later fed with information.

Define your elevator pitch

Well, you know who your ideal client is what the keywords you feel most identified with are and what are those pain points that make you want to change your situation.

This is where you must show that your product or service can change you from situation A (where it is) to situation B (where you want to be).

How to do it?

Thanks to the elevator pith.

That is, you must create a speech (or sales page) by which you make your buyer see that you are the best solution to solve your problem.

Example of how to create a buyer persona or target of a company with Facebook Insight

Everything in life is much clearer with an example, right?

So let’s see how to get to know your target audience thanks to Facebook.

One of the things that I like the most when advertising on Facebook is that it allows us to know our target in a very detailed way.

And after this, we can thank Audience Insight (a function that does not usually get all the performance that is possible).

To access this tool, you will have to go to the Ads Manager on Facebook and select Public statistics.

Here you will be given three options:

  • All on Facebook
  • People connected to your page
  • A personalized audience

We are going to choose Everyone’s on Facebook, and we are going to think that we are a Marketing School and that we want to sell a Community Manager Course.

The first thing that we will have to do is to know how the people that may be interested in this course are.

What we are going to do is add interest to the term Community Management.

Demographic variables

Only with that, we can already know in more detail the demographic variables of the people.

We know that:

  • 64% are women, and 36% are men.
  • From 25 to 54 years is the most interested age group. Mostly from 34 to 44.
  • 43% are married, 31% are single, and 23% have a relationship.
  • 70% have a university education.

Geographical variables

If we analyze the geographic variables, we can also find the cities where there is more interest.

In this case, X,  Y, and Z are the cities where there is greater interest in the Community Manager.

But also we can also know where the interest is growing the most.

For this, you only have to select the blue square.

Behavioral variables

We can also analyze your behavior and know your interests.

For example, we can know how they behave on Facebook if you select an activity.

But you can also know what other interests they have and know what other Facebook pages and categories they like.

In this practical way, we could start to make the fictional portrait of our ideal audience.

4 Variables when building a content strategy focused on your buyer persona

The four variables that will determine if your content strategy is correctly oriented to your ideal client and its phase in the purchase process are:

  1. Product and/or service
  2. Buyer Person
  3. Keyword Research
  4. Pain Points 

To develop a content strategy focused on your buyer, you will need a product and/or service that solve the needs, motivations and concerns of your ideal customer and you will have to analyze keywords that are oriented to the different phases of the customer’s purchasing process.

If you are able to combine these four variables, you will be able to create different types of content depending on the stage of purchase where your target audience is.

To make it clearer, look at this example:

Imagine a Business School that is dedicated to training and one of its products is a Master in Digital Marketing.

The first thing that the company should consider before trying to attract students and advertise will be to define the buyer who may be interested in a Master.

To do it faster imagine that the Business School identifies three types of buyer person who may be interested in doing a Digital Marketing Master:

  1. Unemployed
  2. University students.
  3. Intermediate workers.

The next step will be to define the central pain (what would motivate people to do the master).

And from that point of pain would a keyword analysis oriented to a content strategy that was based on answering the doubts of your target audience  …

If the company has more than one product (as is normal), the vertical axis will refer to the importance of the product with respect to the total.

That is to say, the one that more billing provides to the company will be the one that you will have to represent in the upper part of the vertical axis.

In this case, 50% of its target audience would be made up of middle managers and the rest would be university students and unemployed.

This is a very simple way to visualize the profiles that you are interested in and focus your efforts on those that will provide you with the highest return on investment.

If you have limited resources and you have to choose the type of content for your buyer persona, it is advisable to choose the one with the most volume.

But if the parts of the pain were divided equally:

What theme would you choose?

You should look for that factor that may, to a greater or lesser extent, interest the different types of buyer person.

The other variable that you will have to take into account when determining the content strategy will be the volume of searches and the level of competition of the keywords.

Because maybe you do the job of defining the points of pain and you see clearly the subject, but after doing the keyword research you can see that there is not enough search volume or there is too much competition.

When you have all the types of buyer person and pains (the reason why they will end up buying you) you have to think:

Would it make sense to make a blog that spoke of X (pain 1) and in which also talked of Z (pain 2)?

The more things you can encompass better.

But remember that the blog has to have its own identity and you can not put in the same bag all the themes if they do not have a relationship with each other.

In this case, you could, for example, include the countries to find employment and improve employability and talk about the advantages and career opportunities that can have you having a Master.

20 Tools to create a buyer persona

Very well, we have already seen all the concepts that you should know in depth.

But surely now you’re wondering how to find out my buyer persona.

We will see different tools that are sure to help you.

1. Google Analytics

Google Analytics is a tool with tremendous potential if you know how to squeeze it.

To extract information about your visitors you must select Audience, and you will obtain a series of data from the visits you receive to see if it has a relationship with the buyer that you have built or not.

  • Sex (knowing the% of the genre can help you find the most appropriate tone for your messages)
  • Segments of age.
  • Interests.
  • Language.
  • Location.

If you have e-commerce and you sell for example online shirts and you see that you have more visits from Valencia is a factor that can guide you when focusing your ads campaigns.

While if you select the section of Acquisition, it will show you how people have come to your website and knew:

  • With the bounce rate you can check which post you liked the least.
  • With the number of page views, you can see which post they like the most.
  • You can check which social network gets more traffic.

A good way to take advantage of this data is to make a table with the keywords that most seek you, which are your favorite themes and which pages are the most visited. It is a good way to know the interests of your buyer persona.

2. Alexa

It is a very interesting tool to analyze the demographic information of your own audience and those of the competition.

Alexa provides you with a projection (it serves to have a global idea, it is not an exact data) about the traffic of a web.

For example, we are referring to Marketing and Web of Hub Spot what has much more traffic than our blog, and therefore we see more variety of data such as:

  • From which country the visits to the web come from.
  • Gender male or female.
  • Education (They have not gone to university, higher education, postgraduate and university).
  • The location of navigation (home, school, work).

3. Google Adwords: Keyword Planner and Display Planner

Google provides you with two wonderful tools so that you can know more information about your individual Buyer.

With the Keyword Planner, you will be able to locate which words are most wanted by your target audience and the search trend.

While with the Display Network Planner just by entering the keyword you want, you can access the user profile that is interested in that topic. For example, I have searched for digital marketing master, and you will be able to know:

  • Related Keywords
  • Monthly search for the keyword.
  • The sex of the interested people.
  • The ages included.
  • Related interests
  • The device used to search for information.

These are the best data to optimize campaigns and direct your potential customers, do not you think?

4. Google Trends

Google Trends serves much more than to know trends (usual use). And it is that many times you do not get all the potential you have.

For example, if you are a company or a university that is dedicated to training and offers Community Manager courses you can search for this word in Google Trends and see where in Sweden this word is most searched and what other searches are related.

It is also very useful to segment your buyer person by geography and know what other related searches can do.

If you want to know how to get more out of this tool we recommend this post in our blog on Google Trends.

5. Empathy Map

The empathy map is a handy graphical tool to make a correct segmentation of your ideal client.

The empathy map allows you to put yourself in the place of your ideal client.

If you want more information about this tool, here is a post that explains what the empathy map is and how to use it.

I also leave you a video that explains how to make and use an empathy map in a very simple and brief way.

6. Buzzsumo

Buzzsumo is a tool that is usually used as a content healing strategy to get ideas from the most shared posts of your competition and a specific topic and then write about it but adding more value.

But, you can also use it to see what content is the most shared of your blog by your followers and thus know what can work better.

7. Facebook Insights and Facebook Audience Insights

Facebook Insights is another great tool to get to know your audience on Facebook first-hand.

It provides us with information such as:

  • Demographics: age, gender, country, city, language.
  • Actions on the page: You can see if how many clicks (depending on the information you provide) on “How to get there,” phone number, on the website or CTA of the page.
  • The hours of greatest connection of your followers to optimize the publication of content.

Facebook Insights is used to analyze the audience of your Fan Page, but if you want to go a step further, you can use Facebook Audience Insights with which you can get to know your potential audience better.

The difference between Page Insights and Audience Insights is that with this last one you will be able to know the entire audience of Facebook and not only that of your Fan Page.

This tool is tremendous because you can make a true hypersegmentation of your buyer persona and know:

  • Interests.
  • Behaviors
  • Emotional situation.
  • Training.
  • Work.
  • Important events.

8. Twitter Analytics

If you go to Twitter Analytics and select audiences you will be able to know much more information about your followers in order to optimize future campaigns.

You can know the following data to create the profile of your buyer persona:

  • Demographic data: gender, languages, country, region.
  • Lifestyle: the main interests of the people in your audience.
  • Type of device.
  • Your tweets that have had the most impact, so you can get an idea of what kind of content your audience likes most.

9. Followerwonk

Followerwonk is also often used to analyze the Twitter profiles of the competition.

But it is also exciting to analyze your own audience and obtain the following data:

  • The location of users.
  • Hours of greatest activity of your followers.
  • The most used words in the biography by your users.
  • The social authority of your followers.
  • The antiquity of your Twitter accounts.

10. TweetDeck

With TweetDeck, you can monitor keywords related to the products or services you offer and see what people talk about them to detect their needs and offer a solution.

You should also monitor your brand to know at all times what your audience says about you and to be able to answer them at all times.

With these two uses, you will be able to know first hand the interests and the needs to cover your buyer person and know what you can offer them.

11. Downloadable Contents

Downloadable content such as ebooks, guides or templates are wonderful sources of information to get to know your audience.

For example, you can have a blog in which you have identified several targets.

Imagine that your audience is made up of Community Managers and Social Media Managers for whom you have a different buyer persona created.

For example, you can create several ebooks, one for community managers and one for social media managers and see how many people have downloaded it.

12. Groups, Communities and Forums

Groups, communities and forums are a place where you can get a lot of information about what your target audience needs.

I recommend that you look for groups on Facebook and LinkedIn that are related to your products or services and analyze what they ask.

Look at this example from the Facebook group that I joined recently.

He has used the group to create a survey to understand better the needs and goals of the people who are part of the group.

What better way to know the needs and desires of your buyer person than to ask him, right?

13. Interviews and Questionnaires

Interviews and questionnaires are tools to get to know your very powerful client.

Two useful tools to do questionnaires are Google Forms and Survey Monkey, and if you later want to exploit the data in a more professional way, I recommend that you analyze them with the SPSS program.

Look at this example in which Copy Blogger sends an email to their subscribers to learn more about them and improve their email marketing strategy.

14. Search directly on Google

Another way to identify the needs of your target audience is to look directly at Google for words related to your brand.

For example, you can search for the word buyer persona with a question mark or in the form of a question “what is buyer person,” and you will find searches related to the term.

Also, if you go down to the bottom of the search engine, you will get more searches related to those words.

15. Comments on blogs

You should not only analyze the comments that you leave on your blog in the form of questions.

I recommend you also check the comments left on your competition’s blogs to identify their doubts and be able to answer them or get ideas for a future post in which you respond to this type of ideas.

16. Forms in your blog

Another way to know more details of your buyer is through forms in exchange for downloading the content of value to them.

You should be careful with the number of boxes you put on the form because, the more boxes you have to fill in, the more likely you are that they do not.

17. Email Marketing

The email marketing campaigns can also be used to meet your target better.

The personalization of email marketing will allow you to know the users directly and exclusively.

There are different types of emails.

Ideally, you analyze the openings of your emails based on the different topics you send to see what kind of emails they like the most.

On the other hand, you have to be clear that you can not send the same to your subscribers.

You must know at what point of the purchase process are to offer what they need at the right time.

For this, the best thing is to use an automation tool that allows you to tag the user depending on what he does and in what phase he finds.

We recommend you to read this article in our blog so that you can see everything that an automation tool can bring to your strategy.

18. Studies, Reports and Statistics

Studies on the behavior of people either on the internet or in some other subject are a valuable tool that is not taken into account when identifying the buyer persona.

For example, you can consult the studies of different research organizations or government and get important data such as:

  • Schedules to which they connect.
  • What social networks do you prefer depending on your age?
  • What devices do they use?
  • Why they follow brands.

19. MakeMyPersona

MakeMyPersona is a free HubSpot tool that will ask you a series of questions that you must answer about your buyer persona.

When you have completed all the questions, it will tell you to put an email, and it will send you the template with your buyer defined person.

20. “Jobs To Be Done”

More than a tool is to use another type of methodology to identify your buyer persona.

This methodology is based on identifying the reasons why the client uses your product.

No matter how old you are what your sex is or what you do. What really matters is the use that you give to the product and/or service.

That is, you have to try to find out the motivation that leads that person to use your product.

In this way you can:

  • Know the main motivation and therefore find out in a more simple way your point of pain.
  • Use the motivations of people in the copies of the ads, so they feel identified with your product and/or service and know that they will meet their needs.
  • You will know different uses that can be given to your product and you do not know it (as the case that I mentioned above of the product removes stains) with what you will be discovering new market segments.

Tips and mistakes when defining your buyer person that you should avoid

Finally, I am going to give you a series of tips so that you do not make a series of mistakes when creating a buyer persona that is usually quite usual.

  • The buyer person is not always the person to whom you are going to have to direct to sell your product or service.

For example, think that your client is 70-year-old men and women.

How are you going to address them if few will use the internet?

You have to think, who makes the consumption decision?

In this case, it is undoubtedly the son to whom you should address yourself.

  • Do not limit yourself to defining your Buyer persona according to studies and tools.

Observe it in person.

Research is the best way to get to know your target audience and understand their behavior.

  • Put yourself in the shoes of your ideal client and think about what he needs to cover his needs.
  • It is very important that you keep in mind that your buyer is not a static person.

Your objectives and needs will evolve over time, and your product must evolve with them.

For example, if a person buys you a Community Manager course, once you have trained, your objectives will no longer be the same, and you may be looking for more advanced or specialized training.

  • Join the forums and groups where your ideal audience participates and pay attention to the topics they speak, their questions and their problems to identify what their needs are and cover them better.
  • Analyze why they consume your products, what motivates them and what means they use to reach you.

Monitor keywords related to the products or services you offer to discover their demand patterns.

  • Take into account the different types of audiences and establish an order of preference based on your objectives.
  • Graphically represent your ideal client to visually see who you have to address and where you should devote more effort.
  • Not only identify the target you want to target, but also define the audience you do not want to address to not focus your efforts on them.
  • Keep in mind that there are four generations (Generation X, Y, Millennials, and Z) different with different buying behaviors and that you should know to know how to address each of them.

Extra recommendation: Note the negative buyer persona

A negative buyer persona is the representation of those people who are not interested in arriving and therefore, you do not want to sell your products and/or services.

Usually, companies tend to focus only on the buyer people they want to reach, but it is not usual for them to focus on those who do not want to arrive.

And this is just as important to be able to focus your resources and efforts on those people who are really going to have an active interest in your products and/or services.

For example, an Inbound Marketing company such as Inbound Cycle that offers training ebooks for companies can also attract the attention of students who want to improve their training.

But this type of public probably does not interest them at the business level, and they do not want to spend resources on them. Therefore, they assign a locker so that you can select that you are a student and thus offer them a different treatment.

What do you think is the most important when defining the buyer person? How do you identify your buyer persona?

Today, social networks are a very important part of our marketing strategy, and Instagram is on the top list. It is even likely that many prospects have reached our brand through them. Therefore, it is essential that we make a good campaign on social networks. To achieve this, we must or should learn from previous campaigns. Only in this way can we improve what we will do in the future. In this matter, Instagram Analytics tools can help us. We just have to know how to use them.

“Those who do not remember the past, are condemned to repeat it.” -Lemony Snicket (Daniel Handler)

To know the posts that do work in our Instagram we have to analyze what happened with them. This article describes how we can analyze, extract and use Instagram Analytics to improve Social Media Marketing. You have to keep in mind that Instagram is one of the most used social networks and its popularity continues to grow.

Instagram gives, to the profiles that are configured as companies, the possibility of using Instagram Insights, which is a tool that allows analyzing certain performance statistics of the posts.

Another tool we recommend using is Iconosquare, which allows you to get more Instagram data and it’s free!

5 Instagram Analytics reports essential to evaluate your account data

Each business analyzes different variables. It all depends on what objectives you have proposed in your network strategy. For each particular case, it is ideal to determine which are the variables that reflect the fulfillment of the goals.

These are the 5 variables that you can not stop analyzing:

Instagram Analytics: Engagement

Something you’ll want to pay attention to is Social Media Engagement. Social networks should be a place where you and the clients meet and interact or have “Engagement.”

  • With them your customers and followers demonstrate that they appreciate your content, it is the fastest way in which users give their approval. There are 2.5 billion Likes a day, so take advantage of a piece!
  • The comments have to be the breakfast of all the companies. Generally, comments, like likes, indicate that a user enjoys the content, so much that they want to express their opinion and start a conversation with the team. However, sometimes negative comments are received. Do not get frustrated! This can be an opportunity to turn a client with a bad experience, into a faithful follower if you solve their concern.
  • Engagements by followers. It is natural for large brands to get much higher engagement than brand new or small. In these cases, it is more interesting to measure engagement by the follower, since, being a smaller brand, it is possible to know the level of communication that exists with customers. The more frequent the communications with the clients, the more satisfied they will be.
  • Engagements by media. By segmenting the data, you can measure engagement by type of content. In this way you can know what kind of posts are the most attractive, to be able to make more publications of that style and increase engagement.

Instagram Analytics: Hashtags

Although hashtags have been criticized, they are still a tool that reaches new users. The brands that seek to grow in the networks must know which the most relevant hashtags are for their potential followers.

  • The most used hashtags This metric indicates the number of times a hashtag has been used. It is important to try different hashtags to evaluate then which ones have the best performance for you. That’s when we move on to the next metric.
  • The hashtags with more engagement To complement the previous metric, we evaluated the number of interactions (likes and comments) by hashtag. In this way, we know which ones produce more conversations with followers. By using them, you make sure you have more interactions with your audience.
  • The mentioned hashtags more frequently. Finally, we can use the information of which are the hashtags with more mentions to find those that are related to the service or product offered by your company. This way you will have a high guaranteed range. In the image are the words highlighted in black.

Instagram Analytics: Followers

For marketers, the number of followers is one of the fundamental metrics, from the impact of Social Media Marketing. Although the engagement has now gained more interest for analysts, the growth of the audience is still attractive. A positive change indicates that the company is doing things well, inside and outside of social networks.

  • Followers won. It is the number of new followers in a given period of time. The jumps in the graph indicate that something attracted attention and, when analyzing those days, we find what contents are attractive to the audience. Excellent idea to guide yourself when making future campaigns.
  • People you Sometimes follow in Social Media, it is believed that the relationship followed-followers represents some authority. But this has caused many brands that do not even follow a user. This is not well seen either. Do not be afraid to follow your followers. You can learn from their preferences, and they will surely appreciate you following them.

Instagram Analytics: Content

To know what kind of photos and videos are the most attractive to your audience, there is Content Analytics. With this information, you can make more posts than your followers like.

  • Top posts Knowing which are the posts that have had the best receptivity is the basics. Similar content will surely be well valued by your followers.
  • Photos sent. Having a record or tracking the number of photos published is useful to know if there are days when it was not published. It is important to follow the plan of publication determined, without oversights, not to confuse the followers with the frequency of posts.
  • Submitted videos. If you produce videos for Instagram frequently, it is also useful to keep track of them.

Instagram Analytics: Time of publication

There are moments that are ideal for publishing the content, and that is when there are more followers connected or in other words, peak hours due to high traffic.

Fortunately, the tool we recommend provides this data. Take the opportunity to launch an ideal publication plan. If the publications are daily, then, the hour is the key variable. If it’s about launching a campaign – or other exclusive content – it’s useful to know which day of the week most followers interact with.

Improve your Instagram marketing

To have a really good marketing strategy, you must find a way to make content that interests them. For that, you must create an analysis of your audience.

With the analysis tools, you find answers to questions like, which of my photos or videos receive comments? Which publications have the most engagement? Or at what time should I post? Or any variable that you consider important.

By optimizing the content plan for Instagram, you improve the quality of the publications, and your followers are satisfied. This will help you noticeably when you get new prospects that will possibly become customers.

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The App is vital today for the development and expansion of any business. I have been investigating a bit about the subject, and the truth is that I was hooked enough and could not pass up the opportunity to write a few lines about this. If you want to know the advantages of creating mobile applications for Blogs or any other type of web (portals, forums, e-commerce …), this post will be of great help.

The App can be very versatile and useful, and what is better, easy, cheap and fast to design, although as with web pages, make mobile applications according to the number of screens, functions, design, etc. ., can be very cheap or very expensive. They are very useful for me to manage social networks, manage my content, listen and find music, etc …

I love researching and finding new App and being able to check all the features they offer and what new or different things they have compared to the rest of the App designed with the same objective.

In this article, I try to give you some clues about the importance of the development, design, and creation of an App for your Blog, platform or e-commerce and the multitude of alternatives and business ideas that may arise through it.

Why is it important to create mobile applications for a Blog or any other website?

It is a new world full of possibilities, in which nowadays it is not necessary to know how to program or be a computer to be able to make a space in it and create an Application, thanks to the multitude of App platforms existing nowadays.

That’s the beauty of applications. You can make a great App without being an expert in the field, and that gives the possibility of good business ideas and new services that would otherwise be rejected by the fact that the ideologist does not have enough knowledge in new technologies and computer but if it concerns the activity or business idea (your sector) in which you want to develop the App.

The App has a brutal pull lately, and its potential lies in that having an idea and a low budget, you can start your own business reaching the palm of any potential consumer in a simple way, allowing this to interact on your platform, with the consequent advantage that this causes (sale of products and services directly with lower costs).

That is the reason why they are so popular, and therefore they are a great business opportunity if you know how to create mobile Apps and how to manage them.

This phenomenon has caused many professionals to start demanding this type of platform to be more visible and therefore sell more. App demand is growing, and the supply is increasing.

In many segments, there is still no consolidated competition or even exists, which provides the possibility for many professionals to expand their businesses through their websites and App.

It is evident that the App market is booming, even though it is a pretty exploited sector already. Despite its own changing identity (environment and sector of technological activity), it is the motor that keeps it being a profitable business with the expansion, that is, it is the whiting that bites its tail. I explain…

The App environment, that is, the world related to ICTs (Information and Communication Technologies), the Internet, and creative innovation, are constantly changing and growing, and it seems that in a medium / long term period there is no It has a tendency to decrease.

And it is that increasingly demand more services and technology facilitates the provision of these achieving greater satisfaction of final consumers. Proof of this is the expansion of technology-based companies (startups) on the Internet in the last decade. Examples of this are Google, Apple, social networks such as Facebook, Twitter, etc.

All these companies have all kinds of App, as well as companies not so leading, and is that an App is not complicated to do and does not require a high investment with respect to other types of investments. In fact, the versatility of the App relies in its low cost and its format, which allows the consumer to reach the consumer directly with a clip to any content, service or product you want to offer, making the sales process faster and cheaper.

The App has opened a huge niche in the technological market related to the world of the Internet since they are the best instrument to reach each one of the users/consumers intuitively and simply.

This fact has inspired a new class of entrepreneurs with a real impact on employment and with many expectations for the future.

Here I give you some keys so that you know what they are, what uses they can be delivered and what advantages they have. In this way, you will understand the importance of creating mobile applications for any website.

The definition itself gives the reason why Apps have appeared in recent years as mushrooms for all types of mobile devices and operating systems. And it is that you can create an App for any kind of task, which has led to the emergence of many startups that specialize in this PhoneGap with a different approach to the usual App or a different idea (creativity is important in this sector) have created their own mobile applications, for other companies, as a business idea or as a complement to it to sell their services or products.

Every day thousands of new applications appear for different uses such as sports, health, dietetics, finance, games, home automation, etc …

The development of new supports and the change in the consumption and use of technology have also contributed significantly as part of the technological change that we live in which some call it the 3rd industrial revolution or 2nd technological revolution.

The Smartphone, Tablet and the recent appearance of the Smart-Watch have made us have unlimited access to the Internet from any point at any time, which has led to a remarkable sociocultural change that is reflected in changes in consumer habits ( such as the growth of online shopping), interpersonal relationships (such as social networks of all kinds), communication (everyone can have a blog, digital newspapers, etc.) …

This is how we use the App in Sweden according to The App Date as of March 2016:

  • In Sweden, there are more than 6.7, millions of active users of App.
  • Sweden is the fifth country that buys the most through App.
  • By 2020 it is expected to reach the figure of 25,000 million devices connected to the Internet.
  • 1 out of 5 App is zombie applications (applications that have not been downloaded or updated by their developers being in a total state of abandonment).
  • Of all the App that we have installed, we only use an average of 14 actively.
  • In Sweden, approximately 0.7 million App downloads per day.
  • More and more people have mobile devices of all types, brands, and models for the different operating systems Android, Windows Phone, iOS … Sweden has moderate penetration rates of Smartphone and other mobile devices ( growth of 68% in the purchase of Tablet ) higher in our environment. It is estimated that 93% of the population already has a mobile device and continues to rise. The Smartphone penetration rate has gone from representing 63% to 81% of mobile phones in Sweden.

If you want to know how to carry out the creation of an app for your Blog or website easily and simply, you may be interested in some of these conversion methods:

What is an App or application?

The app is the acronym for the word “Application.” An App or application is a computer program designed to be executed on a device, in order to help the user in a specific task (as an electronic tool).

What types of Apps and what forms of mobile app creation are there?

Depending on the needs that are intended to comply with the App and the process of creating mobile applications chosen in each case, we can differentiate and classify the Apps in different types:

Native Applications

The native applications are those that are developed and created in a specific language and environment, which makes them have a very stable and fluid operation in the operating system for which they were created.

Advantages of Native Applications

  • It works using the resources of the operating system and the hardware for which it is designed, which makes its design fit perfectly with the conditions of this and therefore its use is very intuitive, fluid and with few errors or failures in the functionalities of the application.
  • It can be published in App stores and specific App platforms (depending on the operating system for which it was developed) for distribution.
  • It can be used without the need for an Internet connection for its operation.

Disadvantages of Native Applications

  • They can only be used by a device that has the operating system for which the App was created.
  • It requires a certain investment for its implementation, distribution, and use of the development environment through the platform or App store that is used for its distribution. Depending on the operating system you can choose to create a profile or account (carries an annual fee) of developer App on Windows Phone, Apple Store, Google Play Store …
  • They need approval from these platforms to be published in them.

Web applications

The web applications are those developed using programming languages for creating mobile applications and web pages (usually used for the latter), such as HTML, CSSJavaScript … and a framework for development and creation of web applications like Jquery Mobile, Sencha, Kendo UI, etc.

This type of applications is widely used to offer greater accessibility to information from any device, regardless of the operating system that uses it, since you only need to have a browser to access it.

Advantages of Web Applications

  • They can be used from any device regardless of the operating system that uses this.
  • The creation of mobile web applications usually has a certain cost for its development, but generally lower than that implied by native applications.
  • They have total flexibility, for their design and publication.

Disadvantages of Web Applications

  • You can not publish in App stores or platforms for its distribution and sale such as Windows Phone, Apple Store, Google Play Store …
  • Not being applications developed for a specific operating system does not use the resources of the system or the device, so they do not usually offer functionality as good as those of native applications.

Hybrid applications

As the name suggests, they are a mix between native applications and web applications , since it has characteristics of both.

The hybrid applications are developed using programming languages for web development and design, and a dedicated Framework for the creation of hybrid mobile applications, such as Phonegap, AppMachine, Appcelerator Titanium, Steroids,…

The ease that this type of mobile application creation provides is that they can be integrated with the tools that native applications have. The advantages and disadvantages of this type of mobile application creation are the following:

Advantages of Hybrid Applications

  • This type of App uses the resources of the device and the operating system so that its functionality is optimal for any of them.
  • The cost of creating hybrid mobile applications may be less than that of native applications.
  • They are cross-platform applications. It is not necessary to use a specific environment for the creation of mobile applications of this type.
  • Most of the tools for the creation of mobile applications of this type are free to use, although they usually charge for their maintenance.
  • It allows its publication and distribution through the specific App stores for each respective operating system.

The hybrid applications do not really have any notable disadvantage and are the most recommended.

 

Advantages of the App

1. Expand and publicize your business

An App allows you to reach thousands of users directly (consumers, customers, professionals or investors), making your business available 24 hours a day.

Thanks to the current devices ( Smartphone and Tablet ), any entrepreneur can be connected to your application to have full control of your business at any time. Furthermore, the App, allow to increase efficiency, reduce costs and grow sales and awareness of your business.

They also provide users of the App with your content, since it is instant access for them without having to search the Internet.

2. Professional use

Applications are no longer just a usual tool for consumers, they have also become tools for professional use.

Many companies carry out the creation of mobile applications tailored to each specific group of people that is part of the business or its environment (specific applications for tasks, jobs or particular departments).

3. Flexibility in its use

Some App once installed can be used without the Internet connection, making it easier for users to visualize your content ( native applications ).

In addition, a single person can manage all the options and functionalities of the application. Once your application has been created by the Agency or developer that you have chosen, you can manage all the aspects related to the management and follow-up of it.

This has generated a form of self-employment that many people are taking advantage of right now, since it is very easy for a single person (assisted in some cases by freelance or specialized companies) to handle aspects such as marketing, App development and customer service that centralizes all this in one place.

Keep in mind that this is a market that is growing, in fact, the profile of the application developer is among the most demanded today, with a view to increasing in the coming years.

4. Discover new users and build loyalty to your audience

The growth of App development in Sweden is mostly due to our high penetration rates in terms of mobile devices (highest in our environment). This has caused that in Sweden there are around 6.7 million users of active applications that download every day 0.7 million applications for Smartphone, Tablet, and televisions.

With this data, you can get an idea of the number of people using applications and the market that this generates, which will become increasingly important (for the expansion), to the point of becoming essential for the success of any company or Startup.

“An App is the best communication channel with your client”

The use of an App as a marketing tool, which allows access at any place and time, your customers, employees or employees to all your brand information, products, services … just having a mobile device is a differential advantage Regarding your competition.

In addition something that has always been very common in business when it comes to finding customers, mouth-to-mouth, thanks to applications has become a tactic of attracting more effective customers, because when a customer, friend, acquaintance or family Recommend your application, this can show it to the interested person directly or that this is downloaded the App to see directly from your device all the content of your site.

In any business model, it is important to use offers and promotions as an element of user loyalty. For many business models (such as online stores), the creation and development of an application adapted to your audience means a secure increase in your sales.

So, what are you waiting for to create mobile apps?

The creation of mobile applications for a Blog or any other website  will make the difference with your competition, but you must bear in mind that to find the most suitable application for your blog, you must have bright ideas for the design of it, what needs you want to cover with the creation of a mobile application, your budget, the type of content you want to show, the way in which the application is going to be made, the use of the resources of the mobile devices and its operating system , the time in which that we want this creation of the mobile application, etc. to be carried out

It would be best if you also bore in mind that there are different types of architectures (dynamic or static) that can be implemented in applications depending on the information and content that is going to be offered.

As you can see, there are many factors to take into account in the creation of a mobile application, and developing an App is a complicated and tedious process; in UBT Consults we can help you develop and create an App optimally and effectively, saving you complications and dislikes.

Contact us, and we will advise you without obligation.