DEV Community: iFOCUS

Forget old campaigns: Andromeda brings a new era of targeting

iFOCUS — Wed, 26 Nov 2025 08:30:17 +0000

Simply put, Andromeda is a new ad-delivery algorithm for Facebook and Instagram. Meta states that the models used are up to 10,000 times more complex: from tens of millions of ad variations, the first selection step narrows the pool down to thousands of candidates. For advertisers (advertising agency), this means that Andromeda replaces broad categories with fine-tuned personalization.

This selection process is extremely extensive — older filtering methods were hitting their limits due to the explosion of AI-generated variations. Andromeda handles this surge by selecting very quickly (approximately within 200 ms), more intelligently, and with an individualized approach.
In short: Andromeda processes millions of ads and narrows them to a few thousand truly relevant ones, increasing the chances that the right creative reaches the right person.

Why did Meta decide to make this change?

Meta’s ad system was no longer keeping up. The massive influx of AI-generated creatives caused the algorithm to gradually lose the ability to effectively determine what to prioritize — performance had been evaluated separately for each creative. As ad variants multiplied and Meta often supported them with minimal differences, the result was an overwhelmed auction system and reduced ad relevance for users.

User value enters the ad-ranking equation

With Andromeda, Meta analyzes ads more deeply: the algorithm observes how an ad affects people and evaluates its overall quality. A major change is the addition of “user value” to the auction.

User value focuses on:

Relevance Score: Meta evaluates how well an ad matches a user’s interests, behavior, and demographics. If the ad is relevant, it has a higher chance in the auction.
Interaction history: If the user previously engaged with similar ads (clicks, comments, shares), Meta takes this into account.
Negative feedback: If a user hides an ad or marks it as inappropriate, its chances in future auctions decrease.

What Meta considers low-quality advertising

Withholding information: ads that intentionally leave out key facts so the user must click. This is typical clickbait, which works short-term but is penalized long-term.
Sensationalist language: exaggerated promises, excessive exclamation marks, claims like “the best product in the world,” or headlines teasing content that’s missing from the landing page.
Artificial engagement boosting: ads urging irrelevant interactions (“Like if you agree!”) or contests without a clear purpose; the algorithm treats these as spam.

How Meta measures ad quality

Andromeda tracks how people react to ads — whether they hide them, report them, or how long they stay on the landing page. High hide rates or immediate exits after clicking are strong signals that an ad isn't meeting expectations.

Not even the best creative can rescue a website that feels misleading: Meta penalizes pages with a lack of authentic content, excessive ads, intrusive pop-ups, or unclear product/shipping information. If you have bad reviews, negative comments, or poorly aligned content, Meta may gradually increase your CPM. This principle has existed before, but now it carries significantly more weight. It’s no longer just about how much money you invest — Meta now prioritizes user relevance.

Emphasis on creative diversification

Ads will be evaluated in groups, increasing the pressure for creative diversity and meaningful conceptual variety. This means having:

Different visual concepts: e.g., discount messaging, testimonials, lifestyle scenes, multi-product creatives, or different protagonist types (young woman, family, senior…).
Different formats: dynamic creatives, video, banners.

What creative diversity looks like in Meta ads

Having five nearly identical ads with only the headline or background color changed is no longer enough. Meta now rewards true creative differences — distinct ideas, visuals, tones, and calls to action. Each ad should represent a unique angle, motivation, or emotion you want to evoke. The key isn’t just quantity but meaningful variation.

If you produce only slightly different ads, performance is unlikely to improve. The system rewards breadth and distinctiveness, appealing to different types of users — one may respond to rational arguments, another to emotion, another to visuals or format.

Creative diversification tips by stage of the buying cycle

Andromeda can handle far more ads than before, so don’t be afraid to test. Some advertisers run dozens of variants within a single ad set successfully. The old recommendation of limiting ad sets to around six ads may no longer apply. Of course, always test in your own account to see whether this strategy works best for you.

Adapt to the change and use Andromeda to your advantage

The advertising world is changing quickly, and with Andromeda, Meta pushes the boundaries of what relevant, efficient, and impactful targeting looks like. If you don’t want to fall behind, it’s time to rethink your approach to creatives, campaigns, and especially your audience.

Don’t be afraid to test, experiment with new formats, and create truly varied content. The system will reward you with higher relevance, lower costs, and a more satisfied audience.

Want to get the most out of Andromeda?
Contact us and we’ll help you set up your ads so your budget works more efficiently than ever before.

Migration of a website

iFOCUS — Tue, 27 May 2025 14:33:09 +0000

Website migration is a complex process that involves changes to the site’s location, content management system, design, or other key aspects. These changes may include switching hosting providers, changing the content management system (CMS), moving from HTTP to HTTPS, changing the domain name, or upgrading the website version, including changes to the URL structure. Migration can also result from changes to the website itself, such as modifications to the URL structure during site expansion or restructuring of the URL tree.

Regardless of the reason for the migration, it is crucial that this complex operation is executed flawlessly and with the expected results. In other words, if the development of the new website is managed by an agency and overseen by an online marketing agency, they should be aware of this responsibility.

Website migration is not just a simple transfer of content from one place to another. This process requires close collaboration between multiple teams and departments focusing on different aspects of the site, including URLs, internal linking, and functionality.

A poorly executed migration can have a significant negative impact on keyword rankings in organic search and may lead to further complications.

In the case of changes to URL structures, it is essential to plan target URLs in advance as equivalents to the original ones. Additionally, for e-commerce websites, it is crucial to ensure the accurate transfer of filter functionalities to avoid any negative impact on paid advertising (PPC).

For optimal website migration, it's important to define priority areas and assign responsible individuals. A detailed checklist can be created, covering various tasks—each with a description, assigned timeframe (before, during, after migration), and a designated person responsible.

Individuals responsible for making adjustments may include developers or website administrators, specialists (SEO, PPC, creative…), analysts, and other relevant personnel involved in the website’s operations.

Below are several tips you can include in your checklist during the different phases of migration:

Pre-migration task tips:

Create the new website on a staging URL with indexing disabled.
Prepare a new XML sitemap with the updated URLs.
Transfer the user database.
Export all existing URLs and assign permanent redirects to the new addresses.

During migration task tips:

Temporarily pause paid advertising campaigns.
Turn off the old website and launch the new one.
Enable indexing.
Manually verify the correctness of the redirects.

Post-migration task tips:

Test core functions, filters, 404 pages, and form functionality.
If the domain has changed, set up a new profile in Google Search Console and upload the new Sitemap file.
Check data feeds.
Monitor potential errors in Google Search Console over time.

Website Migration Summary

Website migration is a demanding process that requires thorough preparation, implementation, and subsequent analysis. Without the proper approach, it can have serious consequences for the site's online visibility and performance. With the right team of experts and careful planning, a website migration can be successful and contribute to strengthening the site's position in the online environment.

Are you struggling with your landing page?

iFOCUS — Thu, 10 Apr 2025 07:43:54 +0000

A landing page, or entry page, is a key element of any online marketing effort. It’s the place where it’s decided whether a potential customer will take the desired action or leave the page. Regardless of whether you are promoting a product, a service, a content download or a digital agency, an effective landing page can significantly increase conversions. So how do you create one that truly works? We’ve prepared 10 proven tips for you that boost conversions.

Clear goal and a single CTA (Call to Action)

Every successful landing page has one main goal — whether it’s registration, a purchase, or signing up for a newsletter. It’s important that nothing distracts the visitor from completing this action. Use clear and unambiguous CTAs (calls to action) that are visually highlighted and clearly communicate what the visitor should do.

Minimalism and clear design

Less is more - especially when it comes to landing pages. Overcrowded pages with too much information can be confusing and discourage visitors. Focus on what’s most important, and present it clearly and understandably. Use white space to enhance clarity and draw attention to the main CTA.

Relevant and persuasive content

The content must be relevant to your target audience and support the CTA. Focus on addressing your visitors' problems or desires and clearly communicate the value you offer them. Include benefit-focused headlines, short and concise paragraphs, and key information highlighted with visual elements.

Strong visuals and videos

High-quality images and videos can boost visitor engagement. Experience shows that a video on a landing page can increase conversions by up to 80%. Visual materials should be professional, relevant, and support the main call to action.

Testimonials and trust signals

This builds trust. Reviews, case studies, or logos of well-known clients can significantly increase the credibility of your page. People prefer services that others have already used. Include ratings, the number of satisfied customers, or success stories.

Mobile optimization

More than 50% of web traffic comes from mobile devices, so it’s crucial for your landing page to be fully optimized for smartphones and tablets. The page must load quickly and be easy to navigate on small screens.

Page loading speed

Every second counts. If your page takes too long to load, you risk losing visitors before they even see the content. Use tools like Google PageSpeed Insights to optimize your page's speed.

Simple and short forms

If the goal of the page is to collect data through a form, make sure it’s as simple as possible. The fewer fields, the higher the chance people will fill it out. Visitors often leave when the form is too complicated or long.

Clear information hierarchy

Your content should be structured according to importance. The most important information, such as the CTA and main benefits, should be placed at the top of the page where visitors can see it immediately without the need to scroll.

A/B testing and continuous improvement

Never assume that your landing page is perfect. A/B testing is key to finding out what really works and what doesn’t. Test different versions of headlines, CTAs, images, or even button colors, and continuously look for ways to improve conversions.

Conclusion

Creating an effective landing page is not just about having a nice design – it’s a strategic process that requires knowledge of visitor psychology, A/B testing, and continuous optimization. For many businesses, this can be time-consuming and complex.

But you don’t have to do it alone! Our agency has experience in creating high-converting landing pages that deliver real results. Leave this challenging process in the hands of professionals, and we will ensure that your page turns visitors into customers. Contact us today and gain an edge over the competition!

How to Perform a Comprehensive SEO Audit

iFOCUS — Mon, 13 Jan 2025 12:39:38 +0000

Let’s face it - everyone dreams of having their website claim the spotlight at the top of Google search results. However, even with great content, your site might still be lurking in the background. That’s where a comprehensive SEO audit can make all the difference. Consider it a thorough checkup to identify and fix the hidden issues preventing your site from climbing the rankings.

Can you remind me — what exactly is SEO?

SEO, or Search Engine Optimization, is a constantly evolving practice aimed at maintaining and enhancing a website’s visibility in search engine results. Conducting a comprehensive SEO audit is essential for pinpointing improvement areas, resolving issues, and fine-tuning your strategy to achieve search engine success. This blog serves as a technical guide to help you perform a detailed SEO audit effectively.

Audit SEO Tools

Before diving in, let’s take a look at some free and helpful SEO tools you’ll need for auditing. While this guide primarily focuses on using SEMrush as the main auditing tool, here’s a breakdown of other tools you can use:

Crawlers: Screaming Frog, Ahrefs Site Audit, and SEMrush
Keyword Research: Ahrefs, SEMrush, and Google Keyword Planner
Backlink Analysis: Ahrefs and SEMrush
Google Tools: Google Search Console (GSC) and PageSpeed Insights

From tools you can rely on SEMrush, Agency360, and Screaming Frog for conducting thorough SEO audits and executing our SEO cleanup process. Now, let’s walk through the steps to perform a comprehensive website audit.

Key Components of a Comprehensive SEO Audit

1. Technical SEO Foundations

Verify Page Indexing: Make sure all your website pages are properly indexed by search engines. Use Google Search Console’s “Index Coverage” report to identify any issues, review your robots.txt file, and confirm your XML sitemap has been submitted correctly.
Identify Duplicate Content: Duplicate content can weaken your site’s link signals. Utilize tools like Siteliner or Screaming Frog to detect duplicate content and address it by implementing canonical tags or using 301 redirects to consolidate link equity.

2. Mobile-Friendliness

Why is it important?

With more people using smartphones for everything from browsing to shopping, having a mobile-friendly site is essential. A site that isn’t optimized for mobile will lose traffic and potential customers. Additionally, Google considers mobile-friendliness a key factor in determining your site’s ranking.

How to check your site’s mobile performance:

Use Google’s Mobile-Friendly Test: This free tool is a great starting point. It quickly determines if a specific page is optimized for mobile devices. Simply enter the page URL, and you’ll receive the results in seconds. Check it here.
Connect Your Site to Google Search Console (GSC): Think of GSC as your mobile health dashboard. Once your site is connected, you can access reports that highlight any mobile usability issues across your entire site. This helps you identify and resolve problem areas efficiently.

Responsive design is the hallmark of a mobile-friendly website. It ensures your site’s layout and content automatically adjust to fit any screen size, providing an excellent user experience whether on a desktop, tablet, or smartphone—no need for pinching or zooming!

To evaluate your website’s responsiveness:

View your site on a desktop.
Test it on a mobile device.
Alternatively, use Chrome’s responsive design mode (Ctrl+Shift+M) to preview how your site looks across various screen sizes.

3. Analyze Your Website's Speed

Use PageSpeed Insights:

Think of PageSpeed Insights as your website’s personal coach. It doesn’t just measure your site’s speed; it dives deep into the technical details, providing a comprehensive action plan to enhance performance.

While it offers a score for your site, the real value lies in the specific recommendations it provides to help you optimize speed and functionality.

Understand Core Web Vitals:

PageSpeed Insights focuses on your site's potential, but Core Web Vitals reveal how users actually experience it. These metrics, available in Google Search Console, offer a real-world perspective on your site’s performance, highlighting areas that need attention.

Key Core Web Vitals Explained

Largest Contentful Paint (LCP): This measures how long it takes for the main content of your page to load. A fast LCP creates a strong first impression.
First Input Delay (FID): This evaluates how quickly your site responds when a user interacts, like clicking or tapping. A slow response makes the site feel unresponsive and frustrating.
Cumulative Layout Shift (CLS): Ever tried clicking a button, only for the layout to shift unexpectedly? That’s CLS, and it disrupts the user experience.

Optimization Techniques: The Essentials

To boost your site speed and improve Core Web Vitals, consider these common strategies:

Image Optimization: Compress images to reduce file size without compromising quality. This speeds up load times significantly.
Minimize Redirects: Every redirect adds extra load time. Reduce unnecessary redirects to streamline navigation.
Browser Caching: Enable caching so visitors' browsers can store and reuse static resources, making subsequent visits faster.
Content Delivery Network (CDN): Use a CDN to distribute your site’s content across multiple servers worldwide. This ensures users connect to the closest server for faster load times, particularly for global audiences.

4. Audit Your On-Page SEO

Perform Keyword Research: Step into the shoes of your audience and think about the terms they might use to find content like yours. Tools like SEMrush, Ahrefs, and Google Search Console can help analyze search volume and provide insights into what users are searching for.

Once you’ve compiled a solid list of keywords, strategically map them to your site’s pages. The goal is to align the right keywords with the most relevant content for optimal targeting.

Best Practices for Title Tags and Meta Descriptions

Optimize Your Title Tags:

Your title tag is what users see in search results, so make it compelling! It should be clear, attention-grabbing, and include your main keyword. Always follow best practices to ensure it’s effective.

Craft Engaging Meta Descriptions:

Meta descriptions act like a mini-ad for your page, providing additional context to entice users to click. Make them persuasive and relevant to your content.

Optimize Your Content

High-quality content is the foundation of strong on-page SEO. Aim to answer user questions comprehensively and thoughtfully.

Use Keywords Wisely: Incorporate your keywords naturally into the content, but avoid keyword stuffing. Search engines can identify and penalize overuse.
Structure for Clarity: Organize your content using headings (H1 for the main title, H2s for subsections, and so on). This makes it easier for both search engines and readers to navigate your page.

5. Off-Page SEO

Off-page SEO focuses on enhancing your site’s reputation with search engines by earning trust and authority signals from other websites.

Conduct a Backlink Analysis:

Backlinks are like endorsements from other sites, signaling confidence in your content. Use tools like Ahrefs or SEMrush to audit your backlinks. These tools provide insights into who is linking to your site and evaluate the quality and credibility of those referring domains.

Strategic Link Building

Link building is all about earning high-quality backlinks to enhance your site’s authority. Here are some effective strategies to acquire them:

Guest Posts: Share your expertise by writing insightful articles for relevant websites in your niche. Include a subtle link back to your site where appropriate.
Broken Link Building: Identify broken links on authoritative websites. If you have a similar resource, reach out and suggest replacing the broken link with yours—it’s a win-win!
Resource Pages: Many websites compile lists of valuable resources. If your content fits, suggest they include it in their collection.

Key Points to Remember

Quality Matters: Focus on earning links from reputable, industry-relevant websites. Avoid spammy or low-quality links, as Google penalizes them.
Patience is Key: Building a strong backlink profile takes time. Stay consistent and prioritize creating genuine relationships.

6. Competitive Analysis

Identify Competitors:

Find out who’s ranking well for your target keywords. Tools like SEMrush make this easy—just navigate to the “Organic Research” section to uncover your competitors.

Analyze Their Strategies:

Leverage SEO tools to dissect your competitors’ approaches to content, keywords, backlinks, and on-page optimization. Use these insights to refine your own strategy.

Key Takeaways

Prioritize for Impact: Focus on addressing the issues that will make the biggest difference in your rankings.
Track and Monitor Progress: Regularly audit your site to measure improvements and identify new opportunities.
SEO is a Continuous Effort: Keep up with algorithm updates and adapt your strategy to stay ahead.

A comprehensive SEO audit serves as your blueprint for improving search rankings and boosting organic traffic. This technical guide will help you make informed decisions to enhance your website’s SEO performance.

What is an SEO Audit?

iFOCUS — Mon, 25 Nov 2024 10:50:23 +0000

In a world dominated by digital marketing, search engine optimization (SEO) audits have become a crucial tool for businesses aiming to enhance their online presence. Whether you're managing a small business or a global corporation, an SEO audit offers valuable insights into your website's health and performance.

Why is SEO audit important?

Before delving into the key components of an SEO audit, it’s important to understand why they are so vital. In simple terms, an SEO audit is a thorough analysis of your website's current SEO performance. This process involves assessing your website’s technical aspects (technical SEO), on-page and off-page SEO factors, content quality, user experience, and overall site performance.

Search engine optimization (SEO) is a critical component of digital marketing, enabling businesses to boost their online visibility, attract traffic, and drive leads and sales. However, SEO is a dynamic and complex field, making it challenging to stay updated with the latest trends and best practices. That’s where an SEO audit proves invaluable.

What is an SEO Audit?

An SEO audit involves analyzing your website to identify areas where improvements can be made to enhance its search engine optimization. The primary goal of an SEO audit is to ensure that your site is easily discoverable by search engines and optimized to rank well for relevant search queries. A comprehensive audit examines all aspects of your website that could impact its performance in search results.

Typically, an SEO audit combines automated tools with manual analysis. Tools like Google Analytics, Google Search Console, and SEMrush are used to collect data on your website’s traffic, rankings, and keywords. Additionally, the auditor conducts a manual review of your website’s content, structure, and user experience to pinpoint issues that may hinder its SEO performance.

Why Conduct an SEO Audit?

An SEO audit is essential for identifying technical, content, or usability issues that may be limiting your website’s performance in search results. It also provides a clear understanding of your website’s strengths and weaknesses, offering actionable insights to refine your SEO strategy.

For instance, an audit might uncover technical problems that prevent search engines from effectively crawling and indexing your pages. It could reveal that your content isn’t optimized for target keywords or lacks depth and relevance. Additionally, an SEO audit may highlight usability concerns, such as slow loading speeds or poor mobile responsiveness, which can harm user experience and increase bounce rates.

Key Benefits of SEO Audits

An SEO audit offers a wide range of benefits, including:

Detecting technical issues that may hinder your website's performance.
Identifying content gaps or opportunities for improvement.
Assessing your website's user experience and overall performance.
Providing actionable recommendations for on-page and off-page optimization.
Ensuring your website is fully optimized for search engines.

By uncovering and addressing these issues, an SEO audit can help enhance your website’s search engine visibility, boost organic traffic, and ultimately drive more leads and sales for your business.

Essential Components of an SEO Audit

An effective SEO audit should cover the following key components:

Technical SEO Analysis

This involves examining your website's technical aspects, including site structure, page speed, mobile-friendliness, URL structure, meta tags, and more. Addressing technical issues is critical to ensuring your website is easily crawlable and indexable by search engines.

For instance, a slow-loading website can negatively impact user experience and lead to high bounce rates, which in turn can harm your search engine rankings. Identifying and resolving speed-related issues is essential for optimal performance.

Similarly, a mobile-friendly website is vital in today’s digital world, as more users access the internet via mobile devices. Ensuring your website is optimized for mobile use and delivers a seamless experience across all devices is key to engaging and retaining users.

On-Page SEO Evaluation

The on-page SEO evaluation focuses on analyzing individual pages of your website to ensure they are optimized for targeted keywords and search queries. This involves reviewing elements such as page titles, meta descriptions, headers, content, and internal linking structures.

For example, using relevant and descriptive page titles and meta descriptions can enhance click-through rates from search engine results pages, which in turn boosts your website's visibility in search results.

Additionally, optimizing your content for specific keywords and search queries improves your website's relevance and authority, ultimately leading to higher rankings and increased traffic.

Off-Page SEO Assessment

The off-page SEO assessment examines external factors that may influence your website’s search engine rankings. This includes analyzing backlinks, social media signals, and other external elements that impact your website's visibility in search results.

For instance, acquiring high-quality and relevant backlinks from authoritative websites can boost your website’s authority and relevance in search rankings. Conversely, low-quality or spammy backlinks can harm your website’s reputation and potentially result in penalties from search engines.

Additionally, a robust social media presence enhances your website's visibility and engagement with your target audience, which can ultimately drive more traffic and improve rankings.

Content Quality Review

The content quality review focuses on assessing the relevance and quality of the content on your website. This includes analyzing content structure, readability, keyword optimization, and its alignment with user intent and search queries.

For instance, well-structured and easy-to-read content enhances user experience, leading to higher engagement and lower bounce rates. Additionally, optimizing content for specific keywords and search queries boosts your website’s relevance and authority in search rankings.

It’s crucial to ensure that your content is not only optimized for search engines but also delivers value and relevance to your target audience.

User Experience and Site Performance

The user experience and site performance assessment evaluates your website's overall usability and functionality. This includes analyzing page speed, mobile-friendliness, site structure, navigation, and other factors that impact user experience and search engine rankings.

For example, a clear and intuitive navigation structure enhances user experience, leading to higher engagement and lower bounce rates. Similarly, a fast-loading website not only improves user satisfaction but also contributes to better rankings in search results.

Ensuring your website provides a seamless and enjoyable experience for your audience is essential. It fosters higher engagement, increases traffic, and boosts your search engine rankings.

Step-by-Step Guide for an SEO Audit

Search Engine Optimization (SEO) plays a vital role in digital marketing, significantly influencing your website's visibility and traffic. Conducting an SEO audit is a critical step in uncovering areas for improvement and optimizing your website's performance. Here’s a step-by-step guide to performing an effective SEO audit:

Preparing for the Audit

The initial step in conducting an SEO audit is to prepare your website and tools for analysis. This includes verifying website ownership, setting up tracking tools, and creating a website backup.

Verify Website Ownership: Ensures access to all the data and tools necessary for the audit.
Set Up Tracking Tools: Tools like Google Analytics and Google Search Console are essential for monitoring your website's traffic and performance.
Create a Backup: Safeguards your data, ensuring nothing is lost during the audit process.

Proper preparation is essential to ensure the audit is conducted smoothly and effectively.

Analyzing Your Website's Technical Health

After preparing your website for analysis, the next step is to evaluate its technical health. This includes examining your website’s site structure, page speed, mobile-friendliness, URL structure, meta tags, and other technical elements.

Site Structure: Refers to the organization of your website’s content and pages, impacting both usability and crawlability.
Page Speed: A critical factor that influences user experience and search engine rankings.
Mobile-Friendliness: Essential for accommodating the growing number of users accessing websites via mobile devices.
URL Structure and Meta Tags: These are vital for effectively communicating your website’s content to search engines, aiding in better indexing and ranking.

A thorough technical analysis is essential for identifying and addressing issues that may hinder your website's performance.

Assessing On-Page and Off-Page SEO Factors

The next step is to evaluate both on-page and off-page SEO factors. This involves analyzing individual pages on your website to ensure they are optimized for targeted keywords and search queries.

On-Page Optimization: Focuses on elements such as title tags, header tags, meta descriptions, and content optimization to improve relevance and usability.
Off-Page Optimization: Examines external factors, including backlinks and social media signals, that influence your website’s search engine rankings.

A balanced assessment of these factors helps enhance your website’s visibility and authority in search results.

Evaluating Content Quality and Relevance

The third step is to assess the quality and relevance of your website’s content. This involves analyzing content structure, readability, keyword optimization, and its alignment with user intent and search queries.

Content Structure: Refers to how your website’s content and pages are organized, ensuring clarity and ease of navigation.
Readability: Ensures that users can easily understand and engage with your content.
Keyword Optimization: Involves strategically using relevant keywords to improve your website’s visibility in search engine results pages (SERPs).

A thorough evaluation ensures your content meets both user needs and SEO best practices.

Reviewing User Experience and Site Performance Metrics

The fourth step is to evaluate user experience and site performance metrics. This involves analyzing factors such as page speed, mobile-friendliness, site structure, navigation, and other usability elements that affect user experience and search engine rankings.

User Experience: A crucial aspect of website performance, influencing metrics like bounce rate and conversion rate. Be able to measure these aspects of your website is Microsoft Clarity weapon of choice.
Site Performance Metrics: Elements such as page speed and mobile-friendliness are essential for both user satisfaction and search engine rankings. To measure such a metrics is PageSpeed Insights good choice.

A thorough review of these metrics ensures your website provides a seamless, engaging experience for users while meeting search engine optimization standards.

Creating an Action Plan for Improvement

The final step in conducting an SEO audit is to develop a comprehensive action plan for improvement. This plan should include prioritized recommendations to enhance your website's technical health, on-page and off-page optimization, content quality, and user experience.

Prioritize Recommendations: Focus on changes that offer the greatest impact and are most feasible to implement.
Regular Updates: Continuously review and update the action plan to ensure your website's performance remains optimized over time.

By following this step-by-step guide and conducting a thorough SEO audit, you’ll be well-positioned to enhance your website’s search engine visibility and attract more organic traffic. Remember, SEO is an ongoing process, and regular monitoring and optimization are essential to sustaining visibility and traffic growth.

5 Useful HTML and Meta Tags for SEO

iFOCUS — Thu, 18 Jul 2024 14:53:59 +0000

When discussing changes on a website for the benefit of SEO, on-page SEO, or the technical parameters of the website itself, comes into play. HTML and Meta tags are closely related to this. What impact do they have on overall optimization activities? Is it even that important to focus on them? Most SEO agencies or even a digital agency should have the right answer to this question.

Some have a ranking influence, while others contribute to the visibility of your website. The analysis and assessment of the use of these tags and elements are subjects of an SEO audit, which is one of the many parts evaluating the quality output of a processed website. Let's go through the various options to increase your website's visibility in search results using HTML and Meta tags.

By writing good content, gaining links, and making efforts in designing an appropriate layout for your website, you can achieve quite a lot. However, this effort is underappreciated by search engines without the use of useful HTML tags. It works the other way around too. HTML and Meta tags are useless if the website itself does not meet content quality standards, has a good design (user-friendly experience), and lacks valuable backlinks.

HTML and Meta tags communicate to search engines (Google) in the most understandable way and reveal more about the content of the page so that the search engine can better understand the structure and information. They are thus a key component for success in SEO.

Here are 5 useful HTML elements and Meta tags that you may already be using, but you might consider improving on your site.

Title

The <title> tag is an important tag. The title element typically appears as the clickable headline on search engine results pages (SERP) and also displays on social media and in browsers. If you look at the HTML code of this article, you will see that the title is:

<title>5 Useful HTML and Meta Tags for SEO</title>

The title tag is located in the head section of your web page and should provide a clear and comprehensive idea of what the page is about. There is still ongoing discussion about user behavior factors as logical evidence of relevance, thus serving as a ranking signal.

The page title is the first tag that a searcher sees in the search engine results pages (SERP) and helps them decide if the page appropriately answers their search query – intent. A well-written title can increase the number of clicks and thereby traffic, which has a positive impact on ranking by the algorithm.

A simple experiment can also show that Google no longer needs your title tag to contain the exact matching keyword to determine the topic the page is about.

For example, a few years ago, a Google search for "how to file a tax return" would display nearly 2 out of the first 5 results with titles that exactly match your search query.

Today, however, the situation is different, as we can see in the image. The search result for "how to file a tax return" shows that there isn't a single exact match. And despite not offering any irrelevant results, each of the listed pages explains how to file a tax return and what is needed for it.

Search engines look at the overall picture of the content and tend to evaluate the content of the page as a whole. However, the "book cover," the title, still matters – especially when it comes to interaction with searchers in the results.

Recommended Practices:

Give each page of your website a unique title. It should briefly and accurately describe the content of the page.
Keep titles within the range of 50-60 characters (to avoid being cut off in search results). Remember that long titles are shortened to approximately 600-700 px in SERP.
Place important keywords at the beginning, but in a natural way. You are writing primarily for your visitors, so the title should be clear and understandable.
Use your brand name in the title. Even if it doesn't appear in the search results, it will still have an impact on the search engine.

Meta description tag

The meta description is located in the head section of the web page and commonly (though not always) appears in the search result snippet (SERP) along with the title and the page URL.

For example, this is the meta description for this article:

<meta name="description" content="Overview of the most important HTML tags and meta tags for successful SEO activities. Recommendations on where, when, and how to use them on your website."/>

Even though the meta description is not a direct ranking factor, it definitely requires your attention during optimization, primarily due to its influence on user attention (and Google).

The meta description is what people see in the search snippet along with the title, so it is one of the aspects that help them decide if your page is worth clicking on. The description affects the number of clicks you get and can also improve CTR and reduce bounce rates if the page content fulfills the promises made. Therefore, the description should be truthful, realistic, and appealing. It should clearly reflect the content of the page that the visitor is about to access.

If your description contains keywords that the user used in their search query, they will be highlighted in bold in the SERP. This significantly helps you stand out and informs the user about what exactly they will find on your page. If Google considers your description inappropriate for your page content, it may generate its own. Therefore, make sure your meta description contains the main keyword and is thematically relevant.

It is not possible to include every keyword you want to rank for in the meta description, and it is not necessary. Instead, write a few coherent sentences describing the essence of your page with some included keywords. A good way to determine what to write in your meta description and what works best for your specific segment is to conduct competitive research.

Look at how your top-ranking competitors fill out their own descriptions to get an idea of the best uses in each specific case.

Be creative and definitely add a call to action (CTA) to encourage action if relevant, use variations of keywords (i.e., not just the keyword you used in the title), and keep the search intent in mind.

For example, if you have an informational page about the keto diet, it’s good to make your meta description a definition of the keto diet. If your page talks about how to properly follow the keto diet, then come up with a more detailed description filled with information about the ideal duration of the diet, the weight and calorie content needed for a daily portion. Numerical values in the search results (SERP) attract attention.

If you are a seller of baby clothes (onesies), describe the dimensions of the various cuts, the age range for which they are intended, and encourage people to buy them as soon as possible with a call to action, such as for a limited time period.

Recommended Practices:

Give each page a unique meta description that clearly reflects the value and content of the page.
Google typically indexes around 150-160 characters (including spaces) from the descriptions.
Include your most significant keywords in the description to be highlighted in the SERP results. However, be careful not to overstuff with keywords.
Do not create your description just from a combination of keywords you are targeting.
Alternatively, use an engaging call to action, a unique offer you provide, or additional hints about what to expect after clicking the result – such as "Learn more," "Buy now," or "Call at +421 000," etc.
Avoid using quotation marks, as Google will truncate the snippet there.

Headline Tags (H1-H6)

HTML headline tags are used to identify different sections of a page's content. They serve as mini-headlines for various parts/blocks of text.

The use of headline tags remains a topic of professional debate. While tags H2-H6 are considered less important for search engines, the proper use of H1 tags has been emphasized in many studies within the SEO community.

The H1 headline, after the Google update on September 17, 2021, lends its weight to the <title> tag, making its use crucial not only in terms of placement but also regarding the phrase used within it.

Tags H2-H6 were originally used for UX purposes. The introduction of passage indexing announced on October 15, 2020, added value to them. This allows Google to index and rank a part of your page (a passage) if the search query matches, for example, an H3 headline and the related paragraph found as a block of text beneath it.

It's essential to realize that headlines are crucial for organizing text and content, and their importance in content creation should be taken seriously. Ultimately, the use of headline tags significantly contributes to the content architecture.

For search engines, it is easier to read and understand well-organized content than to navigate issues in an unorganized structure. For readers, headlines act as anchor elements within large amounts of text, guiding them through the page and facilitating content comprehension.

These factors increase the importance of careful optimization, where even small details contribute to desired results through meticulous content processing and the use of headline tags.

Recommended Practices:

Keep your headlines relevant and related to the section of text they describe. In other words, click-bait headlines can be too misleading.
Always ensure headlines reflect the sentiment of the text they are above. It's best to avoid headlines like "Chapter 1" and "Chapter 2."
Do not overuse desired keywords in them. Keep them understandable and readable for users.
According to Google's recommendations, it is quite appropriate to match the title of your page with the H1. You can, of course, adjust their order or styling.

Canonical Link Tag

The tag rel="canonical" is a way to inform search engines which version of a page you consider to be the main one and want to be indexed by search engines and visible in the SERP to searchers.

<link rel="canonical" href="https://gymbeam.sk/blog/8-recepty/">

It is commonly used in cases where the same page is accessible under multiple different URLs or when multiple different pages have very similar content covering the same topic. Internal duplicate content is not considered as significant a problem as copied content, because copied content usually has a manipulative intent behind it. However, it can still be a source of confusion for search engines. In other words, if you do not specify which URL you prefer, search engines may choose one for you.

The preferred URL will be crawled more frequently. Another benefit is that canonicalization of a page makes it easier to track performance statistics associated with the content.

According to Google, using rel=canonical for duplicate content helps Google consolidate all your efforts and transfer link signals from all versions of the page to the preferred one. This is where using the canonical tag can help direct your SEO efforts in one, correct direction.

Recommended Practices:

Use rel="canonical" for pages with similar content on the same topic.
Use the canonical link tag for duplicate pages available under multiple URLs.
Or for versions of the same page with variations in session IDs or other parameters in the URL that do not affect the content change.
Use canonical tags for nearly duplicate pages cautiously. The reason is that if two pages linked by a canonical tag differ too much in content, the search engine may simply ignore this tag.

HTML5 Semantic Tags

HTML5 semantic tags are part of the latest HTML standard and are essential for helping Google and other search engines better understand the content of a page.

Here is an example of what HTML5 tags look like in the source code of a page:

<article>
  <h1>5 Useful HTML Elements and Meta Tags for SEO</h1>
  <p>When it comes to making changes to a website for the benefit of SEO, on-page SEO or the technical parameters of the website itself come into play. HTML elements and Meta tags are closely related to this.</p>
</article>

There are many HTML5 tags that are widely used by SEO specialists today. If you look closely at these tags, you will see that their names reflect the most common elements found on any page, such as videos, menus, etc.

Selection of HTML5 Tags

<article> Defines a large and significant piece of content (article, forum post, etc.) that functions as a standalone unit.
<audio> Displays embedded sound or audio stream.
<details> Describes a widget from which the user can obtain additional information or controls upon request.
<embed> Embeds a piece of multimedia content such as videos, sounds, or any external applications.
<footer> Defines the footer content of a page, document, or section.
<header> Defines the header content of a page, document, or section.
<main> Defines the most important and significant part of the content on the page or within an <article> (<main> can be placed inside an <article> section).
<nav> Defines a section of the page with navigation links.
<picture> Defines a container for multiple image sources.
<source> Displays alternative sources for embedded media elements like <audio> or <video>.
<summary> Along with <details>, this element provides a visible summary to the user.
<svg> Embeds an SVG file into an HTML document.
<time> Encodes dates and times (birthdays, events, meetings, etc.) in a machine-readable format.
<video> Embeds video content into an HTML document without the need for any additional video playback plugin.

Recommended Practices:

The truth is that HTML5 tags replace the endless <div> elements that we all know and use.
Nevertheless, HTML5 tags can help your content get indexed faster and better assess the type of content because Google can clearly see and understand what an <article> is, what a <video> is, and where to find the navigation links <nav>.
One of the best practices related to HTML5 tags is to use them on your pages and apply them correctly. Simply use the specific tag for the specific part of the content.
Attempts to manipulate and label, for example, text content with the <video> tag will lead nowhere.

Why Use HTML Elements and Meta Tags

HTML elements and meta tags remain a current SEO optimization technique. Only a few were mentioned in the article, but there are, of course, many more. The reason is that HTML is the foundation of every website. These are simply basics that should never be neglected in your on-page SEO. Sometimes it is these “basics” that are the problem preventing you from reaching the highest ranks because Google cannot recognize your content.

As SEO itself constantly evolves, so do HTML and meta tags. New ones appear, and not only browsers but also the search bots themselves get updated for their dynamic and active processing.

The fastest setup of enhanced conversions for Google Ads.

iFOCUS — Sat, 30 Mar 2024 17:39:34 +0000

Among marketers, it has been known for some time that privacy measures regarding personal data and the widespread effort to eliminate third-party cookies have increased the difficulty of tracking and targeting consumers through the Google Ads advertising system across various devices. Each marketing agency should.

This long-standing change has resulted in reduced advertising effectiveness. Various solutions have emerged through available platforms with their own methods to address this issue. However, in the following article, we will describe how to set up your Google Ads campaigns as quickly as possible and without unnecessary complex scripts to increase the effectiveness of conversion tracking. How to do it? With the help of so-called enhanced conversions.

What are enhanced conversions?

When a customer or visitor completes a conversion on the client's website, you can obtain customer data (known as first-party customer data), such as email address, name, home address, and/or phone number. These mentioned data can be captured in your conversion tracking "tags," secured by a one-way algorithm (protected from disclosure), and sent to Google in their "hashed form" for use in improving conversion measurement.

Depending on the type of enhanced conversions you use, the "hashed" data will be used in various ways to enhance your measurement:

Enhanced conversions for web

Suitable for advertisers who mainly want to track sales events happening on websites.
Improves the measurement of online conversions.
Allows sending hashed data provided by users from your website when a user completes a conversion. The data is then used to match your customers to Google accounts they were signed into when interacting with any of your ads.

Enhanced conversions for leads

Suitable for advertisers who want to track sales made from websites (for example, through phone or email) and thus leads from websites.
Improves the measurement of offline transactions that came from a potential customer or website visitor.
Allows you to use hashed data provided by first-party users from lead forms on your website for offline measurement of potential customers. When you upload potential customers, the provided hashed information is used to attribute back to the Google ad campaign.

1. Enabling enhanced conversions in Google Ads

This step assumes that you have set up a purchase conversion in the Google Ads advertising system using Google Ads conversion tracking. It includes both the Conversion ID and Conversion label.

Enabling enhanced conversions is done within the settings of a specific conversion, in our case - Purchase, within the Google Ads interface.

As the last image also suggests, we need to take further steps in the settings within the Google Tag Manager interface.

2. Setting up enhanced conversions in Google Tag Manager

In our guide, we won't go into detail regarding the setup of the actual "Purchase" tag in the Google Tag Manager interface. We will simply locate the "Purchase" tag itself and check the option "Include user-provided data from your website" in its settings.

3. User-Provided Data

In the "Select user-provided data variable" section, we will choose the option "New Variable" from the drop-down menu. Subsequently, a window with the variable type "User-Provided Data" will open, where we will select the option "Automatic collection".

We must not forget to publish all the aforementioned changes to the created container by pressing the "Submit" button and then "Publish" to deploy the changes to the Google Tag Manager code placed on the client's website.

Setting for leads

The setup process for leads, including the configuration of enhanced conversions for contact forms, is identical. The difference lies in having a created tag of type "Google Ads Conversion Tracking" in the Google Tag Manager interface. In the second step, you will similarly select the option "Include user-provided data from your website".

About the Quick Guide to Conversion Setup

This guide presents the fastest implementation of enhanced conversions through the "Automatic collection" option. This method allows the tag to automatically detect user-provided data on the website. It's the quickest and simplest way to set up, although it's not as reliable as choosing "Manual configuration", where you add code snippets to your website or input CSS selectors or JavaScript variables.

With manual setup, you precisely define the input fields of a specific form you choose for each data layer - "Data Layer Variable." This requires knowledge of JavaScript or CSS selectors.

If you're unsure about correctly setting up measured conversions on your corporate website, or if you're running Google Ads campaigns and need to enhance your measured conversions or activate enhanced conversions, feel free to contact us. We're happy to assist with the overall configuration.

Seo Restart 2023 - SEO Restart in the AI era

iFOCUS — Fri, 26 May 2023 15:09:43 +0000

On March 30, 2023, the SEO Restart conference was held again in Prague. Just like last year's SEO Restart 2022, the conference covered the latest topics in the SEO industry for the ongoing year 2023. In order to compare the correctness of our internal SEO services and procedures, we did not hesitate to attend this information-packed conference.

This year's SEO Restart aimed to take a sober look at AI. Some lectures even cast doubt on the reliability of AI itself and the attempt to view metrics from well-known tools with a dose of skepticism. Valuable information and insights from people for people were not only found in the presented topics but also in the atmosphere of the conference.

Where is SEO heading in the AI era?

The opening keynote titled "Quo vadis SEO?" was delivered by Jan Tichý. He reflected on the evolution of SEO and its overall industry. He mentioned the old days when SEO consisted solely of keyword analysis and link acquisition without regard for quality. In other words, a "cargo cult" where practices and actions were imitated even if incorrect.

As an alternative to these mentioned approaches, good SEO from the search engine's perspective, and therefore SEO that aims to serve searchers effectively, is crucial. This involves changing approaches and moving away from keyword analysis to processed and comprehensive topics, focusing on overall and thoroughly covered themes on the web. The emergence of Rank Brain and the reduced importance of keywords, the growing significance of topic and landing page, and subsequent linkbaiting were discussed.

A partial prediction was made about the approaching decline in organic traffic in the AI era, as language models will provide much more extensive and relevant answers. Thanks to language models, we can express a topic in different words that haven't been used before. However, it should be noted that this involves reproducing information that has already been shared in other sources. AI, in its current state of development, is not suitable for creating something new, unique, and unknown to others. Search engines will not be replaced by answer generators since the continuation of monetization is necessary. Perhaps the next step will involve a fee-based recommendation system.

Answer generators will not access information sources differently than before. They will consider authoritative sources, similar to teachers. The answer generator acts as a summary of knowledge. If you ask for something specific, it will direct you to an authoritative source.

The second emerging role of AI will be distinctiveness and originality, exemplified by the article "How to choose ice skates?" It will be necessary to disseminate information beyond "common knowledge." The usefulness of the mentioned article is considered to be zero since countless similar articles already exist. SEO ends in this regard because there is no chance to influence the answer generator and its source database. It has no need to refer to such a source as it can generate such content from its database.

SEO itself does not end. GPT will not take over the work. The role of an SEO consultant simply changes. In the mentioned SEO consultant position, the word SEO doesn't hold any weight. It will be necessary to bring something new.

Being quoted and referenced will be essential. This is where brand building comes into play. GPT needs to encounter and recognize you beyond "common knowledge." Therefore, the work of an SEO consultant continues. It is necessary to bring something new. We return to people, to providing value to people. Keyword analysis will be irrelevant in two years. Building links to attract people to the website and establishing the brand will be crucial.

Vojta Fiala - Practical Use of AI in SEO for Beginners and (Intermediate) Advanced

In his presentation, Vojta Fiala mentioned the most notable AI tools that currently exist. According to him, OpenAI, Jasper, Adcreative.ai, Sydney, Bard, and Rytr are worth testing and using. Among the AI tool plugins, notable mentions are "ChatGPT for sheets," "AIPRM" (for Chrome), and upcoming plugins being developed by "OpenAI."

Based on his practical experience, the existing language models are most suitable for tasks such as identifying personas, understanding "jobs to be done" (what is necessary for a customer to accomplish), identifying suitable topics, preparing article structures, creating outlines for FAQs, estimating user intent, preparing meta tags, and writing regular expressions.

Pavel Ungr - Transformation of Content Creation and Optimization Using AI for SEO: New Opportunities

The introduction of the lecture reminded that the first attempt at a form of AI conversation could be observed from Google on May 15, 2013 when the so-called "conversational search experience" was introduced.

Since that date, some time has passed, and we have progressed to language models. According to Pavel, their content quality is sufficient, but caution must be exercised to avoid crossing the line where the content becomes "spammy". His lecture consisted of a list of various AI tools and browser extensions that are already available today, and the list can be found in the presentation link. To identify whether content has been generated by a language model or not, he unequivocally recommended using Originality.ai.

Lukáš Kostka: AI and R Studio - Meta Tag Optimization in "One" Click!

One of the few presentations that delved into the topic of language models, specifically focusing on the use of ChatGPT for generating descriptions (meta tags) for web pages. The presented solution was implemented using AI and RStudio. For working with Czech and Slovak languages, GPT was recommended, with GPT4 being communicated as more ideal for communication.

The essence of working with AI, such as GPT, involves using commands, known as "prompt engineering". Sequentially ordered commands are part of the fine-tuning process to achieve stable responses. One way to compensate for fine-tuning is by providing one or more examples, simply stating how the desired output should look. This process is referred to as "one-shot" or "few-shot" learning.

The main idea behind working with AI and RStudio is the analysis of landing pages, keyword analysis, web content scraping, data from Google Search Console (GSC), GSC data analysis, selecting landing pages for optimization, and subsequently creating a prompt with a "one-shot" prompt for AI learning. Lukáš has published the overall process on the company's blog, and the source code can be found in his GitHub repository.

Milan Zeman - SEO 3x Differently: 3 Case Studies with Real Impact on B2B Business

In the presentation, three case studies were presented outlining the general optimization workflow. One example was the client website Algotech, where the goal was to align positions with competitors, resulting in a 20% increase in organic traffic. In the next step, a "content gap" analysis was conducted, leading to an estimated execution of approximately 50 articles per year and the acquisition of around 20 quality backlinks. The entire process was carried out on a weekly basis, resulting in an 18% increase in click-through rate (CTR).

After a year, the collaboration was extended. The keywords were divided into two groups: one group consisted of keywords closer to conversion, and the other group consisted of keywords further from conversion. For the keywords in the first group, meta descriptions and titles were optimized to improve CTR. Selected subpages were equipped with call-to-action buttons. Following these adjustments, there was a 40% increase in conversions.

When acquiring backlinks, the focus was not on "exact match" keywords, but on incorporating links through text such as "TIP" and direct URL links.

In another B2B case study of TotalService, an SEO audit was conducted, which did not reveal any significant issues. An important step was the development of an SEO strategy, in which the financial impact for the client was modeled. The final recommendation was to consistently adhere to the SEO strategy and view SEO activities through the eyes of an investor.

Zdeněk Nešpor: Titan Websites

The main idea of the big lecture was the perception of large websites, also referred to as "titanic" websites, as websites governed by internal rules, where they don't function as suitable inspiration. In the case of Heureka.cz, we rely on facts in numbers such as 30,000,000 products, 65,000 subdomains, and 3,000 categories.

For such extensive and voluminous websites, crawling doesn't work. It's not reliable to rely solely on the output from Google Analytics or Google Search Console. In fact, there have been cases where Google Search Console reported 100,000,000 dropped URL addresses from the index, but in reality, nothing of the sort happened. There was no decrease in organic traffic.

A more natural approach is to sketch the current website structure with a pencil on paper and try to understand it. In the next step, the structure and links can be set up in a regular Google Sheets document. Crawling the entire website is unnecessary. "Sample" content and its structure are sufficient for modeling further adjustments. Therefore, tools like Screaming Frog and fractions of data from the crawled website are enough. To get a better understanding of the website structure, gather access logs to find additional URL addresses. It should be kept in mind, with such a content-rich website, the goal is to reduce content and streamline the website structure.

Further steps in working with such a content-rich website involve data processing. "XPath" and "regular expressions" are used for further processing. SQL and Kibana are used for data processing. Google Tag Manager is suitable for implementing and testing titles and deploying structured data if needed.

Last but not least, working with such a content-rich website involves meetings, promoting SEO activities in various departments, and education. In general, it is recommended to apply minimalism when assigning tasks.

Lastly, the recommendation was briefly mentioned to use subdomains for separating CMS solutions or for thematically distinct websites.

Radek Kupr - How to Utilize GA4 for SEO

Unique and exceptional lecture focused on the latest insights and information about the new Google Analytics 4. Radek Kupr emphasized that the tool itself has important dimensions and metrics, and overall it is about event tracking. He highlighted the importance of default reports as well as creating and exploring custom reports. He emphasized the integration with Google Search Console, Google Ads, Ads Manager, Merchant Center, and, if necessary, with BigQuery.

He delved into terms such as "engagement session," "engagement rate," and "engagement time." He emphasized that the user is the one who takes action in the case of Google Analytics 4, and the metric "total user" is the number that defines the overall count of website visitors.

For processing data on highly visited websites, he recommended using BigQuery or Kebola DB, while Looker would suffice for smaller clients.

Zdeněk Dvořák – Slabiny Ahrefs. Jaké jsou? A co s nimi dělat, když děláte linkbuilding?

Doubts about the metrics provided by tools were discussed in Zdeněk Dvořák's lecture. The commonly used tool Ahrefs has its own pitfalls and metrics that need to be properly understood to avoid misleading interpretations. Ahrefs itself includes three types of indexes: a historical index, a recent index, and a "live" index that is checked twice to ensure its existence in the past few days.

There was a revelation about the partnership between Screaming Frog and Ahrefs, offering the possibility to obtain 300,000 links for free.

The most practical part of the lecture focused on exposing common manipulation techniques that lead to an inflated value of metrics and a misleading interpretation of their importance. Some of the mentioned manipulation techniques included registering in "directories" where websites are automatically listed, links from websites that steal content and images, and the well-known practice of cloaking. These practices not only increase the number of backlinks but also manipulate the domain authority (DA).

To illustrate the expedited identification of a suspicious website, an example was given using the operator "site:nazovwebu.cz" and observing a large number of indexed pages but a low number of keyword appearances in Ahrefs' Keywords Explorer, indicating manipulation of Ahrefs' metrics. It was emphasized that relying on "domain authority" is not always reliable, and it is better to consider the "traffic" section under "trends."

Václav Brynda - Link Building and How Strategies Have Changed for 2023 - Back to the Roots?

The only lecture on link building and its trends in 2023 drew from Václav Brynda's personal experiences and proven practices. In link building, he focuses on discussions with brand mentions, blogging, but without the use of AI. He found success in reviews and discussions on the website. Ideally, technical articles about a tool or service with a link to a client's e-shop or its inclusion as an example work well for him. Links in mystery shopping yield a success rate of about 50/50.

From his experience, he has found that about 90% of his links come from existing contacts. He emphasized the importance of avoiding a detectable "link pattern," stating that having three links from the same article already signals a clear pattern. An ideal link comes from a website with the potential for traffic, so websites with existing traffic are a good choice. Tools like Ahrefs and Similarweb are suitable for research. When considering whether to get a link from an article for several thousand euros or from an archive, he tends to choose the latter.

The diversity of links he acquires mainly comes from branded keywords on the homepage. He ensures that the article is perceived as significantly editorial. He complements anchor links by linking to bare URLs or using a mix of cited articles or their blog sections. He is in favor of link exchanges but prefers three to four-way exchanges.

He reminded the audience not to forget about guest posts, purchased articles, offline link building, interviews, and sponsorships.

Richard Klačko - Compared - Do tools have the right data on keyword search volume?

Continuing the skepticism towards the metrics of measurement tools, it was supported by facts in another lecture by Richard Klačko. Various tools were compared, including Google Search Console, Collabim, and Marketing Miner. Google Search Console displays impressions but not "search volume." In Collabim, the data on search volume is clustered, meaning that related words and similar words have a common search volume value. It can be said that one tool underestimates while another overestimates. Each tool had its strengths and weaknesses in data processing, but there was no clear winner.

Martina Zrzavá Libřická – Challenges and Obstacles in the World of SEO People

The final presentation that concluded the pace of the SEO Restart 2023 conference was a reflection by Martina on other qualities that an experienced SEO consultant should develop. Some well-known problems that we encounter in client assignments, SEO issues, and overall collaboration were also discussed. Recommendations were given from the perspective of project management, as well as the need to connect and create a more active community of women, SEO consultants, who would participate in the valuable presentations of the SEO-packed conference like SEORestart undoubtedly is in the coming years.

Conclusion on AI in SEO

For the mentioned current trends at the SEO Restart 2023 conference in the field of SEO and search engine algorithms, AI, and language models, it is clear that AI will become an integral part of the search engine optimization process. However, despite the usefulness of AI in optimizing for existing search engines, it will be important to carefully work with the new possibilities.

From the individual presentations, it is evident that we must remember that the use of AI in SEO is not a guaranteed and definitive answer to success. It will be important to consider the context and the source of how newly developed tools process data, such as the configuration of language models (AI). This is because search engines, as "responders," will process content created in this way in the future.

Quality content remains an important factor, which should be unique, original, and beneficial to visitors. The added value of an SEO consultant will not be lost. There are still many ancillary activities that require detailed control and the imprint of human activity (elimination of patterns). Website loading speed, quality backlinks, the use of proper technical optimization techniques, website accessibility, and targeted content work all remain crucial.

Ultimately, it is necessary to harmonize the use of AI tools, which will continue to evolve, with traditional SEO practices to achieve the desired result of organic traffic. And in the near future, credibility (authority) for citing a client's website in an accessible language model will also be important.

Digital Trends 2023

iFOCUS — Wed, 05 Apr 2023 13:01:02 +0000

Create short videos, record podcasts, and incorporate interactive elements on your website. Short videos and more precise data. These are the two most important trends that will dominate digital marketing this year. Incorporate them into your marketing strategy.

People love short videos

TikTok is constantly gaining strength and the number of users on the Slovak market is increasing every month. Facebook, Instagram, and YouTube are still dominant. However, TikTok is gradually setting the trend for how videos should look. Marketers regularly turn to TikTok for inspiration. Instagram has also recently improved its Reels format precisely because it is becoming increasingly popular. Short videos are also preferred by YouTube and are among the most watched. Check out an overview of the most successful YouTubers for 2022. Short videos, therefore, will become a trend this year. Video content, in general, serves significantly for interaction with users.

Video content will grow and become increasingly popular

Similarly to the marketing trends of 2022, brands will allocate a higher budget to platforms such as YouTube, TikTok, and Instagram.

The popularity of video is growing rapidly, so take the opportunity and start creating videos as soon as possible. Video content should be a part of your plan for this year.

Whether you opt for collaboration with influencers or start creating your own videos, keep in mind that videos should be short and concise. We have written more about how to prepare videos for social media on our blog.

Reach out to influencers who will prepare video content for you

Get inspired by your competitors and influencers, follow what's happening on TikTok and Instagram Reels. Try different formats, video lengths, and cuts.

Say it to the world: We expect the popularity of podcasts to grow

Slovaks have fallen in love with podcasts. Have you started creating a podcast yet? We recommend not only thinking about it but also creating a channel and preparing your first podcast right away. You can find out what you need and what the first steps are in our blog.

Podcasts will bring you a new target group

Through podcasts, you can reach an audience that doesn't have time to watch videos or avoids spending time on social media. For example, on Spotify, you can promote your own podcast and gain followers.

Influencers can also help you promote your podcasts. It's important that the topics are interesting and beneficial for your target audience. Originality is valued, but don't forget about quality production - from sound to jingles and editing.

Build your brand patiently

Podcasts will serve not only to build your brand and increase awareness, but also to communicate various topics on a wider scale and from different perspectives.

In 2023, according to us, podcast creation will become a relevant marketing tool that you should also consider to gain a competitive advantage.

The weakening of the market will require interactive elements on websites

The most well-known interactive element on websites is probably the calculator for calculating data. It is used by banks or insurance companies. Could it be useful for you too?

If you feel that customers should have the option to calculate everything directly on your website, place a calculator there. This will not only keep them on your page longer, but also grab their attention.

How to keep the attention on the website for as long as possible?

Other interactive elements such as surveys or short games can also help to maintain attention. It's a trend that marketers will have to focus on in 2023 and offer website visitors a higher level of comfort in every area.

For example, an online shop selling paint could add a calculator to the website to calculate the necessary amount of paint for a certain surface. At the same time, it could emphasize how much the customer could save by buying according to this calculation. There are many possibilities, you just need to be creative.

A chatbot can solve many questions for you

Chatbots are part of conversational marketing and it is expected that by no later than 2025, automated chatbots will be able to handle more than 90 percent of customer requests. Artificial intelligence (AI) already helps them in communication. Chatbots allow your brand to get closer to the customer and establish a more personal connection.

Because of machine learning, chatbots are already able to communicate at a high level and answer even more sophisticated questions in real-time. Customer satisfaction is therefore growing, and so is the popularity of your website.

The customer experience will be crucial for e-commerce stores

Customer experience or CX refers to how satisfied your customers are with your comprehensive services. The competition in this area is huge.

Speed of delivery and price

For example, strong players in e-commerce are putting pressure on the speed of delivery. If you order a product in a city where they have a branch, you can pick up the product within a few hours.

Improvements in this area for smaller e-shops are brought by various types of pick-up points, which operate continuously and the customer can pick up the product from the mailbox at a time that suits them and does not have to wait for the courier. Typically, these services are able to deliver the product to the storage boxes faster than a courier to the address.

The fight for the customer

We expect that in 2023, the speed and cost of delivery will play a significant role in the e-commerce segment. In highly competitive environments (such as e-shops for electronics, garden equipment, and others), the battle for customers will also involve pricing of goods.

Generation Z is curious about your stance on current topics

Generation Z is curious about your stance on current topics. They are gradually growing up and becoming financially independent. However, they expect their favorite brands to take a strong stance on current issues.

These positions have a significant impact on their decision-making process. As an example, we can use the case of a toy e-shop and the publication of hoaxes on the main page. The younger target group stopped buying from this retailer, and there was also an initiative that appealed to suppliers to stop supporting this e-shop with their products.

Influencers have a great influence on Generation Z

For Generation Z, influencers are important, so in your marketing strategy, also consider collaboration with them. This generation is sensitive to many social issues - LGBTQ, global warming, or working conditions for employees.

Surveys suggest that more than half of Generation Z shop from companies they believe treat their employees well.

If you want to succeed in marketing and appeal to Generation Z, understand their values and attitudes. If you empathize with them, you will gain an advantage over the competition. You can read tips and basic steps on how to reach this target group in our blog.

New design as a customer magnet

If you've been hesitant to redesign your website, do it this year. Although it may sound strange, websites in 2023 should be emptier. More specifically, there should be enough empty space between content and images.

It's similar to when John Cage composed his piece 4'33". The pianist sat down at the piano and didn't play a single note. He let what was important stand out. Similarly, web designers now think about empty spaces that emphasize content.

Only snapshots from photo shoots? Forget about it

We've already brought up the issue of using stock photos a while ago. You may have noticed that these kinds of images are no longer effective in advertising.

Something similar is happening on websites. The content on the website, whether it's text or graphics, should define your company and your business. For example, try using parallax scrolling or animated cursors.

Create a TikTok account

TikTok has made a strong entrance in Slovakia. And we believe that it will soon launch advertising accounts here, similar to what it did recently in the Czech Republic. If you don't have an account yet, create one now and make your first post.

Other trends in short

These are just a few important trends in digital marketing that the year 2023 will bring. Instagram is also preparing changes in content and recommendations.

Facebook also announced news in targeting. Follow our blog or sign up for the agency newsletter, and every month we will send you news from the world of online marketing. The most important things you should know will be presented to you in a clear and concise manner.

Check the attribution window settings in your conversion campaign

iFOCUS — Wed, 05 Apr 2023 12:36:49 +0000

Facebook allows setting a time frame within which it attributes conversions to ads, and this information is used to optimize ads. With conversion ads, we can track user behavior within an attribution window of 1 day or 7 days after clicking. We choose this setting when setting up a conversion campaign. Different attribution models work for different sales segments. It's different for restaurant services, electronics, or gardening.

What does attribution window mean?

Attribution window is the time during which Facebook can count a conversion that has taken place. If a customer doesn't make a conversion during this time frame but does so later, Facebook won't count it.

If you've been using a 7-day attribution window, the conversion report within Facebook may be higher and not accurately reflect reality. Seven days means that it's the period during which Facebook will attribute a conversion to the ad, regardless of whether the user subsequently came from a different ad. Additionally, the data is not entirely accurate due to the lack of data for GDPR regulations.

For comparison, we recommend switching to a 1-day click window and comparing the results. In our testing, the number of conversions was lower. This means that Facebook will only attribute conversions that occur the following day after clicking. However, it depends on the category you're in.

Moreover, this data may not exactly match the reports and data you see in Google Analytics. There are many reasons for this, with the most important being that Google Analytics uses a different method of collecting and evaluating data.

Optimization based on attribution window

Recently, Stacked Marketer came up with news that Facebook uses these time frames for ad optimization. So, if users most frequently convert within a seven-day time window, Facebook will automatically optimize the ads for them and actively seek them out.

Conversely, if you have a one-day time window set up, it will look for customers who are making conversions in that selection.

Be aware that Facebook records a conversion on the day the user clicks on the ad, not when they actually make the conversion, such as completing a purchase or submitting a form.

If you have the time window set up incorrectly (intentionally not incorrectly), you may miss out on conversions unnecessarily. If a customer makes a conversion outside of your settings, Facebook will not count it as a conversion.

For example, for restaurants with delivery services, it is most appropriate to choose a one-day time window. Customers pay for their orders immediately, and the decision-making process happens at that moment. When buying a washing machine or refrigerator, the purchase process takes longer (unless someone is in a rush and their old refrigerator is not working). The user considers, examines, and then decides. This can take several days. In this case, consider setting the time window to seven days.

Have you tried the Advantage+ Shopping campaigns from Facebook yet?

Facebook recently introduced a new feature in response to Google's popular Performance Max campaigns. Advantage+ Shopping aims to bring higher ROAS (return on ad spend) and thus greater satisfaction to advertisers. It utilizes algorithms that have already been adapted to data blocking by Apple. We wrote about this on our blog.

These campaigns fully utilize all the advantages of machine learning. Facebook promises higher efficiency with these campaigns than with previously used manually set conversion campaigns. For this reason, Facebook does not allow for precise campaign settings but instead relies fully on the data that a specific advertising account already has, using it to its fullest potential. Facebook claims that this enables it to more efficiently reach a wider potential audience.

Shopping campaigns are meant to help e-shops improve sales efficiency and increase conversions. The system actively seeks out quality customers who are likely to make a conversion - a purchase.

The maximum number of active campaigns in an account is 8 per country. If you have a broad audience, you are at an advantage because these campaigns do not allow for targeting at the interest level. Similarly, you will not be able to influence age or gender settings. Everything is in the hands of artificial intelligence and automation. Should you rely on it or not? Initial results suggest that with quality creatives and a large enough audience, the results are more interesting than with regular campaigns. When testing these campaigns, Facebook achieved up to 80% better results than with regular conversion campaigns. Try it out for yourself.

The campaigns rely on data and your creatives. You can upload up to 150 of them, and Facebook will choose the best performing ones. You can also use catalog sales in your shopping campaign. Facebook adapts all formats to individual users.

Facebook recommends combining audiences in your campaigns, including new and existing customers. In reports, you can then filter the necessary data according to the type of audience. However, results may not be accurate for the usual reasons - lack of data due to GDPR. So, it's easy for new customers to include existing ones.

Create customer groups

You can allocate your budget to two types of customers - existing and new. When creating an ad, choose the budget limit for existing customers.

New shopping campaigns should bring better performance to your ads, but be sure to prepare high-quality creatives (even in advance) and have a sufficient budget for the campaign to start running properly.

Google updates in 2022 (Overview)

iFOCUS — Wed, 05 Apr 2023 12:12:32 +0000

In 2022, Google announced an enormous amount of updates (Google updates), but only some of them were officially announced or confirmed. This brief overview outlines the official Google updates for 2022, sorted clearly by type. It may seem that the number of Google search algorithm updates was particularly high during the previous year of 2022. This is not only due to the number of unconfirmed updates but especially because of the updates that Google officially announced and confirmed. In addition to the basic updates, some useful updates to the content itself, product review updates, and several other less communicated updates were announced in 2022. Google itself summarized the list of search algorithm updates on its Google Search Central page in a section “List of ranking updates”.

Google Core Updates

The following updates generally concern the quality and relevance of websites, particularly those that have been in existence for a long time. The update was rolled out globally and for all languages. In the course of 2022, there were two Google Core updates:

Product Reviews Updates

The updates related to websites containing reviews and product tests. The important quality criteria were mainly the reviewers' own experiences and knowledge, as well as original content. Product review updates continue to apply exclusively to content in English and related search queries. Three product review updates were implemented during 2022:

Helpful Content Updates

Specifically, "Helpful Content" updates are designed to highlight content that is valuable for search. Therefore, content created "by people for people" is emphasized. In the course of 2022, this is a particularly interesting update in the context of growing content created by various artificial intelligence tools. While the first update was focused on content in English, the second update of this kind affected all languages worldwide. There were two "Helpful Content" updates in 2022:

Page Experience Desktop Update

The February update had an impact on desktop versions of websites. It included user experience with websites (also included in Core Web Vitals), the use of HTTPS protocol, and penalized "intrusively" inserted ads within the layout of a web page. The update lasted from approximately February 22 to March 3, 2022. There was one such update in 2022.

February 22, 2022

Spam Updates

Google regularly updates its algorithm to detect and identify spam. The specific "Spam update" should not be confused with the link spam update, which aims to recognize and devalue unnatural and manipulative links. This year, only one spam update took place, which lasted from October 19 to 21, 2022.

October 19, 2022

Link Spam Updates

The update for identifying link spam focused on unnatural links. The SpamBrain system is used to detect link spam. Links that Google recognizes as unnatural are ignored by the algorithm during processing. The only "Link Spam Update" update in 2022 began on December 14, 2022. The deployment process is ongoing and therefore still open.

December 14, 2022

You can find a chronologically ordered list of Google updates in the form of an infographic created by Oncrawl. Let's wait and see what other updates we can expect in the freshly started year of 2023.