SEO Services – Search Engine Optimization

Our Results
SEO is one of core activities at Verseo, and we are ready to apply our expertise to your domain to boost conversions. We understand that the long tail isn’t where your business belongs. If your goals include acquiring more clients, investing only in effective channels, making data-driven decisions, and optimizing campaigns, explore Verseo’s effective SEO services and turn them into tangible benefits for your business!

What is search engine optimization?

Gone are the days when purchasing a domain, launching a store, and waiting for hundreds of eager customers sufficed. The competition is fierce, and the pandemic has made standing out even more challenging. However, effective SEO practices can help you outpace competitors and secure a spot in the TOP10. That’s SE(ri)Ous business!

Search Engine Optimization (SEO) refers to the process of optimizing a website for search engines. Ranking websites on Google is a complex process involving approximately 200 different factors. These factors influence whether a given website appears on the first page of search results for specific keywords, thereby increasing domain traffic and sales potential.

What is the Goal of SEO?

The primary goal of optimization is to achieve the highest possible rank in search results for queries related to a service or product, reaching potential customers. We aim high—appearing on the first page of Google, which means securing a spot in the TOP10.

The Outcome of SEO?
Being in the first ten search results increases the likelihood of a user clicking on the link to your site, gaining a new visitor, and ultimately, a new customer!

Competing for top positions on SERPs (Search Engine Results Pages displayed in response to specific user queries) involves much more than just adequately saturating headlines and texts with keywords.

What Else Influences Effectiveness?
Key factors include:

• Proper website structure,
• Optimization for UX (User Experience) and SEO,
• Site speed,
• An attractive link profile.

Without technical optimization, a website won’t be visible. However, it’s only through search engine optimization —creating valuable content, unique product descriptions, working with the site’s code, and smart link-building—that your website will climb search rankings for selected keywords. This is the essence of SEO efforts.

The Competitive Landscape
The competition in SERP is immense—it’s hard to imagine a more competitive environment than the internet. The ultimate goal is always the first page of search results, where over 90% of Google users stop their searches.

SEO as a Marketing Tool
Like any marketing tool, SEO has specific characteristics that determine its utility. It’s most effective for long-term strategies, focusing on a relatively stable set of keywords (frequent keyword changes undermine the service’s purpose). It can promote products and services across all industries and is particularly effective for online stores.

This service also offers flexibility in choosing methods and defining the scope of work.

For this reason, Google is reluctant to share precise details about which activities positively impact ranking of a website. As a result, SEO specialists rely on their experience and continuous testing of different solutions.

When are SEO efforts on Google Effective?

Optimization in the Google search engine works well in specific situations. Before deciding to use this service, it’s important to understand a few key facts.

First, SEO practices are particularly effective for e-commerce stores. These platforms often have numerous subpages that can be naturally optimized for this purpose.

Additionally, SEO is designed for long-term impact, ensuring a stable presence on search results pages. It involves working with a relatively fixed set of keywords while gradually incorporating new ones as needed or as market opportunities arise. However, periodic changes to the initially chosen keywords can negatively affect the ranking process and should generally be avoided.

SEO is effective for promoting products and services across most industries represented online. However, it’s crucial to consider strategies such as targeting the long tail. Many sectors are so competitive that achieving high rankings might take a disproportionate amount of time relative to the anticipated benefits.

Why is SEO Worthwhile?

SEO services continually evolve in terms of methods, keyword selection, and pricing strategies. However, the ultimate goal remains unchanged: putting a website among the top results of a chosen search engine. If visibility in organic search results matters to you, investing in SEO is a must. Promotional efforts in SEM or social media campaigns will not contribute to organic rankings, unlike the actions taken as part of optimization!

The Role of SEO in Digital Marketing
Digital marketing is a broad category, and long-term online presence requires leveraging all its elements. Focusing on a single aspect, such as Google Ads or Facebook advertising, may generate returns, but these benefits diminish once the campaign ends. Complementing these efforts with SEO, which aims for long-term benefits, enables steady growth in acquiring new clients and serves as strong support for other advertising methods.

In Summary, Search Engine Optimization Allows You To:

• Increase your site’s visibility in organic search results,
• Achieve long-term benefits from promotional activities,
• Drive more traffic to your website,
• Gain new customers,
• Support other advertising efforts.

Main Benefits

A well-optimized website guarantees high rankings in SERPs, offering the opportunity to significantly increase traffic and acquire new customers! Many users still overlook visible Google Ads in search results (even when they are well-matched to the search query) and automatically move to organic results. Therefore, securing a spot at the top is invaluable.

Optimization is typically focused on specific keywords outlined in the agreement, but in practice, it also helps increase the visibility of related terms, even those not explicitly listed in the contract. Properly executed SEO often results in traffic from long-tail keywords as well.

Effective SEO strategy also delivers more lasting results that can persist even after the contract ends (unless the website is penalized by Google, changes significantly, or is removed from the index). This provides a clear advantage over Google Ads campaigns, where results last only until the budget is exhausted.

Another Advantage?

Most SEO campaigns require lower financial investment compared to other online advertising efforts. In the long run, this approach delivers attractive returns on investment. When managed wisely, SEO campaigns begin showing results in the first few months and continue to improve (or even grow!) over time.

Focusing on long-term activities while also investing in individual optimizations for the website allows for improved visibility in search results and the attraction of new customers. Patience pays off. If this resonates with you, don’t hesitate to reach out to us!

Types of Search Results

The results displayed in the SERPs after entering a query in the search box vary. They can be categorized primarily into paid results (sponsored—Google Ads, Google Shopping, Google Hotel Ads, or Google Flights) and organic results (unpaid, related to Google My Business and Google Maps).

As seen, specific groups of results are tied to different types of services, such as tourism or local shopping. Therefore, our message may not be visible in all areas of the search engine.

In summary, Google search results differ in appearance, nature, and their potential use in advertising campaigns. However, their common goal is to facilitate internet resource searches and offer the most relevant results.

How to Measure the Effectiveness of SEO?

It’s easier to measure progress when the goal is clearly defined, and the same applies to SEO! To evaluate the results of SEO campain, we must first establish what we want to achieve. The effectiveness of SEO can be assessed by defining the appropriate KPIs (Key Performance Indicators).

KPIs are set individually for each brand and help specify the success metrics for SEO efforts. It’s important to focus on these indicators and, if necessary, seek advice from the agency handling your SEO. These metrics will guide us throughout the entire process of building website visibility over time.

The most commonly used KPIs to measure the effectiveness of website optimization include:

• Increased valuable traffic to the website,
• Growth in conversions from organic channels,
• Reduced bounce rate,
• Increased number of keywords in TOP10 and TOP50,
• Improved ranking positions of keywords critical for the business,
• Increased average time spent on the website.

Tools for Analyzing SEO Performance

To analyze the results of SEO efforts, we can use the following tools:

Google Analytics – A free tool from Google that helps track user behavior on our website. After adding a special code, we can gather data on traffic, bounce rate, page views, time spent on the site, and conversion rates. The most important information can be found in the “Acquisition” and “Conversions” reports.

A key feature for those running paid campaigns is the ability to link Google Analytics with Google Ads and Facebook (via pixel implementation). This enables tracking of traffic and conversions to identify the most effective sources for acquiring new contacts. To collect accurate data, proper calibration of the tool is necessary.

Google Search Console – This tool shows how search engine bots view a website. It allows monitoring the keywords for which the domain appears in top positions and what actions contribute to those impressions. Additionally, we can see the list of keywords triggering website visibility in Google, along with data on the CTR (click-through rate), which shows the ratio of impressions to user actions. Google Search Console does not use internal data gathered from the website.

There are also many paid tools available on the market. Among the most popular and worth noting are Senuto, Semstorm, Ahrefs, SurferSEO, and Semrush. These tools rely on proprietary algorithms that simulate those used by search engines. They allow us to analyze a website in terms of keyword positions, estimated traffic, and the visibility of our competitors.

Visibility for Specific Keywords

A keyword is a term that best describes the content of an article or appears most frequently within it. In internet marketing, keywords are selected based on an analysis of the site, utilizing appropriate tools. These keywords then influence the creation of valuable, informative content, as well as key elements of the site such as titles, descriptions, headings, and the overall text.

Why is this important? Achieving visibility for specific keywords allows you to more easily attract potential customers. Here’s how it works: users enter specific keywords into the search bar, which can lead them to your offer. The order in which pages linked to a given keyword are displayed is not random. As Google has grown in popularity and sophistication, so has the algorithm that sorts the data stored in its index. Its goal? To provide the most accurate results and answer users’ questions as precisely as possible.

Therefore, creating website content with a focus on the most relevant keywords for your business and audience is crucial. This strategy increases the chances of ranking in the top search results and helps attract new customers.

Number of Website Visits from Search Engines

Top positions in search engines, which can be achieved through the strategic use of relevant keywords, directly impact the number of visits to your domain. How can you increase valuable traffic? Through technical optimization of the site and aligning it with the preferences of search engine crawlers. In short – this is the essence of SEO.

Website optimization, which helps increase the number of visits from search engines, can be broken down into:

1. Technical Optimization – This includes optimizing the site’s code, improving loading speed, and fixing any errors within the website.
2. Content Optimization – This involves refining the content (adding keywords, headers, meta descriptions, ensuring content uniqueness), and expanding it (by adding new descriptions or blog materials).

How can you check if the SEO activities are yielding the desired results? Useful tools like Google Search Console and Google Analytics will help you track the site’s traffic, including the number of visits from search engines during a specific time period. It’s important to note that the data can be analyzed for individual URLs or the entire website.

Revenue from Organic Traffic

In today’s highly competitive landscape, the fight to increase the number and value of conversions must take place across various advertising channels. It’s essential to focus on both organic and paid traffic acquisition to not only intensify efforts but also avoid complete reliance on a single medium. Why is this so important? Because paid strategies that deliver quick results tend to experience a downward trend after the allocated budget is exhausted. Organic traffic, although more time-consuming (but also more economical), maintains greater stability in the results. Patience pays off!

So, how can we refine the visibility gained in organic search results? First, a professional SEO audit should be conducted to identify the strengths and weaknesses of the website. Then, an SEO specialist comes into play.

Increasing both the volume and quality of traffic can be achieved through site optimization, which involves:

• Improving page load speed
• Organizing the product categories (taxonomy)
• Resolving potential content cannibalization issues (creating new entries)
• Building external links (link diversity is key)

What Results Does SEO Bring?

The most significant result of effective SEO is an increase in organic queries and visits. Why does this happen? Skilled website optimization ensures high rankings in the free search results. Pages that appear at the top of the list (the so-called TOP positions) are clicked more often. Securing these positions directly increases the chances of attracting new users and eventually converting them into customers.

Example? Verseo handles the SEO for the domain e-okularnicy.pl. After one year of cooperation, visibility in the TOP3 increased from 58 to 345 keywords, and in the TOP10 from 364 to nearly 1200. This directly translated into sales — the company saw a 46% increase in transactions and a 67% boost in revenue!

As shown in this example, revenue from organic traffic plays a crucial role in promoting a business and acquiring new brand followers.

SEO is a set of actions aimed at ensuring a website has maximum visibility in search engine results, leading to an increase in visits from potential customers. Several ranking factors make up Google’s algorithm, and while some are beyond the control of website owners or SEO specialists, others can be directly influenced during the SEO process.

Here are some factors that influence the scope of SEO work for a website:

1. Website Audit Results – Conducted at the beginning of the SEO campaign, immediately after signing the agreement.
2. Link Audit Results – Performed post-contract to assess the current and historical link profile (often divided into “fresh” and “historical” link profiles).
3. Website Structure – The layout and organization of the site.
4. Technology – The technology in which the website is built, including frameworks, content management systems, and server-side technologies.
5. Access to Website – Depending on the website, this might involve access to the server (FTP), content management panel (CMS), or both.
6. Keywords Selected for SEO – The keywords that are targeted for optimization and ranking.

What impacts SEO and is visible to the average user of a search engine are elements like the title, URL address, and meta description. These are just the tip of the iceberg, but it’s rare in a competitive Google search environment for a website to rank first without optimizing these three elements.

Other factors that influence SEO performance will be reviewed in detail in the audit and implementation phases.

SEO – Website Optimization for Google Search Engine

Website optimization refers to a set of actions aimed at preparing a site for better interaction with Google’s web crawlers. Optimization enhances the website’s crawlability and, consequently, its ranking in search results. Below is an overview of what is done during the optimization process, what can be done in collaboration with clients, and what we do not undertake.

1. What is done during the optimization process?

The scope of optimization depends on various factors, such as the access granted, the website structure, the technology used, client approval, etc. After presenting a plan of action for optimization, once we receive approval to proceed, we perform the following tasks:

• Connecting the site to Google Search Console – This allows us to monitor its performance and indexing by Google’s crawlers.
• Implementing user-friendly URLs – If the website structure allows, we ensure the URLs are optimized for better crawlability.
• Adding necessary subpages – If needed, additional pages will be created to improve the site’s content and relevance.
• Converting one-page websites into more comprehensive sites – For websites with a limited structure, we expand their content and layout.
• Providing valuable backlinks – We deliver high-quality external links according to the agreed SEO strategy.
• Daily monitoring of keyword rankings – Clients have access to a panel where they can track their website’s keyword positions.
• Removing penalties or filters – If the site has been penalized, we work on removing them, though the final decision rests with Google.
• Ensuring consistent access under one URL – If needed, we set up redirects to ensure the site is available under a single address.
• Conducting an initial audit – We carry out a thorough website audit and review of valuable links at the start of the contract.
• Optimizing meta tags – We focus on the homepage, main menu pages, category pages, and pages targeting specific keywords. For e-commerce sites, individual product pages may not require meta optimization.
• Adding fresh content and removing duplicates – New content is created, and duplicate content issues are addressed. This step requires client approval before implementation.
• Ensuring proper indexing by Google – We check the robots.txt file, canonical tags, and indexing settings to make sure Google can crawl the site.

By implementing these steps, we work to ensure that the website is optimized for search engines, increasing its visibility and improving its rankings in search results.

2. How do we work with the client?

During our collaboration with clients, we offer the following services to help improve their website’s SEO and overall digital presence:

• Introducing a Blog or News Section: We can add a blog or news section to your website, which is essential for fresh content and improving SEO.
• Providing Content Guidelines: We send guidelines on how to create valuable content for the website to enhance its SEO performance.
• Preparing Example Blog Posts: We provide example posts for the company blog to help get started with content creation.
• Proposing Content Marketing Solutions: We offer content marketing strategies as an additional service to support the SEO efforts.
• Providing Guidelines for Website Redesign: If the client plans to rebuild or redesign the site, we provide recommendations to ensure the new version is SEO-friendly from the start.
• Offering SEO Training: We can conduct training sessions on SEO, helping the client understand the process and manage it effectively. This is an additional paid service.
• Creating Dedicated Link Building Resources: We can build a custom link-building infrastructure tailored to the client’s needs, also as an additional paid service.

These activities are designed to help the client optimize their website for search engines and improve their overall online visibility.

3. What is not included in the SEO contract?

There are certain tasks and responsibilities that are not part of the SEO agreement, including:

• Website Overhaul for Speed Optimization: We do not perform in-depth changes to improve website speed, loading times, or optimize images as recommended by tools like PageSpeed Tools or Insights.
• Content Creation for Entire Website: While we can help optimize content, we do not provide full-scale content creation for the entire site or product descriptions. However, you can commission this service from our copywriters.
• CMS Updates: We do not handle CMS updates (this includes e-commerce platforms).
• Website Administration Tasks: We do not perform duties related to the website administrator’s role.
• Website Backup Services: We do not back up clients’ websites or store copies in case of failures.
• Server Management: We do not manage or maintain the servers where websites are hosted, though we can inform you of any related issues.
• Virus Removal: We do not clean websites from viruses.
• Hacking Remediation: We do not handle the removal of traces of a website hack.

These tasks are generally outside the scope of SEO services but can be handled by specialized professionals in the respective fields.

Content Optimization for SEO

Words are powerful! Elements like the title, URL, and meta description should include the keyword or phrase that the user has entered into the search engine. This helps ensure that the page or subpage will appear in Google’s search results as a relevant answer to the user’s query. It also serves as navigation for the searcher.

Content optimization also involves removing duplicates. Text copied from other websites (e.g., product descriptions from manufacturers) or repeated across different pages within the same domain reduces the site’s value for search engine bots. Therefore, SEO requires the removal of duplicates and replacing them with original content or using canonical tags if the same text needs to appear across multiple tabs.

The scope of work for an SEO specialist is determined individually for each website, based on its specific needs and gaps (issues that require modification or improvement to make the website more appealing to search engine bots).

SEO Optimization and Internal Linking

Proper internal linking is considered one of the most important aspects of website optimization. Its main purpose is to simplify navigation, which leads to a more comfortable browsing experience within the site. But that’s not all! Internal linking also allows for better indexing of the website, helping to achieve higher rankings in search results, which in turn increases the number of page views and extends the time spent on the site. An added benefit is the reduction of bounce rate.

The internal linking process involves inserting links within the text to other subpages of the same website. These links are typically placed within the content and appear as one or more words, often highlighted in color and underlined. Internal linking requires a careful approach — both in terms of selecting the right anchor text and ensuring coherence with the rest of the content. It’s also recommended to use words that clearly indicate what type of content the user can expect when clicking the link.

What Does Website Optimization Give Us?

If you’re here, it’s clear that you’re approaching your website’s visibility with intent. Why? Likely to acquire customers and boost your sales figures — which is exactly what optimization and SEO can help you achieve.

As competition increases month by month, standing out with your offer requires advanced strategies. Website optimization makes this process easier.

Even the best and most expensive websites are often not created with SEO specialists in mind. They’re designed for sales, branding, and ease of content editing or product updates, but not necessarily with the preferences of search engine bots in mind. The solution lies in SEO optimization, which includes elements such as friendly URLs, meta tags, image optimization, improving page load speeds (especially if they’re hindering SEO efforts), and the quality and quantity of content on the site.

Do These Elements Matter Only for SEO?

Definitely not! Properly executed meta descriptions are a great way to encourage potential customers to click through to your site directly from the search engine results page, not just something for search engine bots. Friendly URLs help users understand the structure of your website more easily. A fast-loading website also invites users to stay — after all, waiting for a page to load can test one’s patience, and not everyone will stick around if the site is slow.

Content optimization for a website or online store brings benefits in the form of unique, memorable text that grabs attention. The emphasis placed by SEO specialists on content quantity translates to providing more information to potential customers, which can positively influence their purchasing decisions.

It’s also worth noting that website optimization performed by an SEO expert can result in a higher quality score for Google Ads campaigns, meaning lower costs per click and better ad positions. This is a strong argument for conducting optimization.

Key components of a website that may require optimization include issues in the head section (which can hinder SEO), menu structure, internal linking, and content. Optimizing these elements will positively impact the website’s ranking in the TOP10 or near the top positions. What does this mean for you and your business? Increased chances of acquiring new customers.

1. Improved visibility in search results
   If you’re not on the first page, it’s unlikely anyone will look further—except maybe close family members 🙂
2. Increased website traffic
   When your site is visible, interest in its content grows. If you manage to attract a user, you boost your chances of turning them into a new customer!

Website optimization is the first step toward effective SEO and positively impacting conversion rates.

SEO Optimization Strategies

Creating a fast website and delivering high-quality content often requires changes to the website’s code, product display configurations, or even analyzing competitors’ content. Decisions regarding specific changes are made based on search engine guidelines and the expertise of the team devising the SEO strategy. This combination facilitates identifying and implementing effective techniques to boost visibility in SERPs.

Implementing optimization typically helps improve a website’s ranking. Positive effects can be observed within a few days or, in some cases, weeks. However, the key to sustained success lies in the ability to critically evaluate the changes made and adjust them for even better results. One-time optimization lacks this iterative improvement process, significantly reducing the website’s potential.

This is not the only challenge. Google continually updates its search algorithm. Minor updates occur every few weeks, while major updates take place every few months. A detailed list of changes—both confirmed and unconfirmed by Google—since 2000 can be found here.

This algorithm “instability” affects website visibility. For instance, updates like Panda and Penguin removed low-quality, spammy link pages and sites with poor content from search results. Recent updates may seem less dramatic but can still cause disruptions, such as the Medical Update in 2018.

SEO specialists or agencies are prepared to respond to such abrupt changes. A drop in visibility and rankings for critical keywords signals the need for action—identifying the causes, determining necessary adjustments, and revising optimization strategies to counteract the negative effects of algorithm fluctuations. Without an SEO expert’s involvement, the risks associated with algorithm updates increase, potentially stalling visibility growth and limiting the ability to reach new users.

SEO with Verseo: A Step-by-Step Process

Verseo’s SEO services begin with an audit of the website and its links. The insights gained form the foundation for developing a tailored SEO strategy, which includes:

• Website Optimization: Ensuring optimal performance, such as improving loading speeds.
• Meta Tag Optimization: Aligning meta tags with the keywords specified in the agreement.
• Content Creation and Implementation: Developing unique, well-lengthened content optimized for search engines.
• Link Building: Conducting link-building campaigns in phases with diversified types and sources.
• Redirects Implementation: Setting up necessary redirections.
• Enhancements via Google Search Console: Implementing suggested improvements and changes.

It is not feasible to implement all changes at once. Every website is unique, making comprehensive optimization a time-consuming and costly process. Therefore, changes are implemented in a prioritized sequence based on potential benefits and associated costs.

Search engine algorithms are constantly evolving, requiring ongoing updates and refinements during the collaboration period. These adjustments ensure that the website remains compliant with Google’s current webmaster guidelines.

When devising an SEO strategy, planning a method for evaluating results is essential. Periodic control reports offer valuable insights, enabling an objective assessment of the activities performed and their effectiveness.

The terms “ranking” and “optimization” are not interchangeable. Optimizing a website or online store is just one element of the broader process of ranking website. Occasionally, a client may only require optimization by an SEO specialist without a full ranking strategy.

However, effective SEO operations is rarely possible without optimization. While in rare and specific scenarios, good results can be achieved through external efforts alone, such cases are exceptions and should not be considered standard practice.

Key Difference Between SEO and Ranking

Ranking represents a comprehensive approach to improving a website’s visibility in organic search results. SEO and link building are parts of a larger spectrum of actions. SEO Services also encompasses activities such as monitoring and mitigating potential threats and identifying and implementing advantageous solutions.

Common threats identified by SEO specialists include outdated technological solutions and content theft. Additionally, resistance from website owners to implement necessary changes can present challenges.

More than half of the work involved in successfully ranking in SERPs most websites includes analysis, preparation, and implementation of optimization changes. Link building serves as a complement to well-thought-out optimization strategies.

A proactive benefit of continuous website monitoring is the ability to implement improvements before competitors do, giving an advantage in search rankings.

Ranking in Google Necessitates Website Optimization

A poorly or insufficiently optimized website poses significant challenges to ranking in SERPs. If good rankings are achieved using links alone, the results are often short-lived, persisting only until the next round of search engine algorithm updates that evaluate link quality.

A properly optimized website, combined with effective link building, achieves high rankings for essential keywords and attracts traffic from long-tail phrases.

Achieving Lasting Success Through Continuous Optimization

Spectacular results require ongoing optimization, regular implementation of updates, and analysis of outcomes. Based on these analyses, further optimization and refinements must be carried out. The key to successful SEO lies in the continuity of optimization processes and the systematic improvement of all necessary areas related to website performance.

SEO Services encompasses two fundamental areas of activity, leading to the division into on-site SEO (activities within the website, such as content creation and internal linking) and off-site SEO (activities like linking the website with external platforms). This segmentation is designed to make it easier to understand the subject matter. Effective ranking on Google requires combining efforts from both areas, as described in detail below.

What is On-Site SEO?

On-site SEO refers to all optimization activities carried out within a website. The goal is to enhance the website’s performance and make it user-friendly and convenient to navigate. Although the concept can be summarized in a single definition, numerous elements come into play when improving a website. Each website requires a tailored action plan, with optimization needs identified through an SEO audit.

Examples of On-Site SEO Activities

SEO for websites often involves implementing technical changes (e.g., improving loading speed, responsiveness, and internal linking) and enriching the domain content with keyword-optimized texts. Common on-site SEO actions include:

Minifying JS and CSS Code
This process removes unnecessary characters and comments from the code and optionally shortens long function names. This reduces page size, enabling faster downloading and rendering.

Error Elimination
For instance, if subpage content has been deleted, leading to users encountering errors, SEO specialists implement 301 redirects to direct traffic to other pages.

Text Formatting
Content must be easy to read for users to be favorably rated by algorithms. Proper formatting includes headings (H1, H2, H3), paragraphs, bullet points, and similar adjustments.

Adding Content
High-ranking Google pages often offer substantial, high-quality, and useful content. Therefore, effective SEO usually requires supplementing websites with various types of text. For e-commerce sites, this includes category and product descriptions, while for service industries, it involves descriptions of offerings. Specialists might also add homepage content, enrich subpages, or create blogs for additional content space.

Keyword Integration
Search engine rankings depend significantly on the presence of keywords—terms users search for. Effective SEO involves identifying high-potential keywords for a business and incorporating them into existing and new content.

Eliminating Duplicate Content
Copied texts (e.g., product descriptions from manufacturers) or content repeated across subpages devalue the site for search engines. Effective SEO requires replacing duplicates with original content or using canonical tags if identical text must appear on multiple pages.

Image and Video Compression
Visual materials should be high-quality but occupy minimal space to avoid slowing down page loading, which negatively impacts rankings and user experience.

Adding Meta Tags
Meta tags don’t appear on the website but provide crucial information to search engine crawlers. Key elements include:

• Meta Title: Titles for individual pages.
• Meta Description: Brief descriptions of page content.

Implementing Browser Caching
This enables user devices to store site data locally after their first visit, reducing loading time during subsequent visits.

Menu Redesign
If site navigation is unintuitive, it’s unlikely to rank highly. Menu reconstruction is often necessary to improve usability and user experience.

Penalties – What You Should Know

In the context of SEO, penalties refer to the punishment Google applies to websites that violate its guidelines, making effective optimization difficult or impossible. There are two main types of penalties:

Manual Penalties
A manual penalty is issued by a Google employee, and you can find notifications about this penalty in Google Search Console. After meeting specific conditions and notifying Google, the penalty can be lifted.

Algorithmic Penalties
These penalties are harder to detect since they are not reported in Google Search Console. They occur when a change in Google’s algorithm negatively impacts the ranking of the website. It may take a shift in Google’s algorithm to reverse the effects of an algorithmic penalty.

A website that has been penalized in the past may develop a “negative history,” making it harder to rank well. Google favors sites with a clean history and tends to rank them higher in search results. While it’s possible to lift a manual penalty, this is a time-consuming and labor-intensive process that may not succeed immediately. If a website has been penalized before, it’s important to inform the SEO specialist right from the start.

Each website is unique, and SEO specialists may not always take the same approach. Some actions may be added to the list of recommendations based on the website’s specific situation. That’s why a thorough SEO audit is a crucial part of any website optimization process.

Off-site SEO

Off-site SEO is the process of improving a website’s ranking by building an external link profile (link building). A high-quality link profile signals to search engine crawlers that a site is recommended by users, indicating that it is valuable. Some links are naturally acquired when users link to interesting content or products on forums or other websites, but this is usually not enough to compete for top rankings in search engines. Therefore, one of the key elements of SEO is obtaining links that increase the “authority” of a site in the eyes of search engine algorithms.

A specialist conducts a link audit, creates a linking strategy, determines which existing links are unnecessary or potentially harmful, and removes them. These activities also include efforts to eliminate manual Google penalties imposed on the site. Since these actions do not require access to the website, they are referred to as off-site activities.

How Are Links Acquired?

There are various strategies for link acquisition. Some of the most popular include:

External Linking – Where to Place Your Links?

In the past, it was common practice to place links on as many sites as possible. This led to the creation of low-quality, spammy sites designed solely for linking, without offering real value to users. Although this tactic initially yielded results, Google quickly shut down such practices with the Penguin algorithm update, which caused a revolution in the SEO world. Sites that had previously ranked highly dropped to the bottom of the rankings, making room for sites that followed more ethical practices.

Today, only high-quality links can help with ranking website on Google. Therefore, before deciding to link to another site, it’s essential to evaluate its quality. Specialized tools like Ahrefs, Surfer SEO, Senuto, or Semstorm can help with this by showing which sites have high visibility and top positions in search engine rankings, thus being considered valuable by algorithms.

However, we don’t always need to buy sponsored link placements on major websites. These publications can be expensive, quickly depleting the link-building budget. Often, it’s more cost-effective to target smaller local or niche industry websites with long histories and strong reputations, even if they are not as widely known. This approach allows for acquiring more valuable links within the same budget, improving visibility online. It’s also important to analyze where potential customers spend their time online. If you find such sites, you can acquire links and potentially gain new clients as well.

You can order sponsored articles directly from publishers or through platforms that facilitate these transactions. The second option is simpler because you can view a list of collaborating sites and their pricing for placing articles. However, you should absolutely avoid offers from platforms like Allegro and similar, where sellers offer hundreds or even thousands of links for very low prices. These links will, at best, be completely worthless and have no impact on search engine rankings. In the worst case, they may even harm the website’s ranking.

So, where should you link your website to do it effectively? This includes, among others:

Placing links in publicly available spaces
This involves posting links to your website on industry forums, in threads related to a specific product category, or topics from a blog article. This method is becoming less common, partly due to the declining popularity of forums.

Exchanging links with influencers, industry experts, etc.
Another option is leveraging industry connections or establishing new ones to request the inclusion of a link to your website on someone else’s site in exchange for reciprocating this favor. In such cases, you can provide your partner with a text containing the link, or they can create an article about your company themselves.

Requesting reviews in exchange for products
This link-building strategy is particularly suitable for online stores. It involves sending free samples to influencers within a specific niche, who then publish reviews of the products on their websites along with links to the online store. This approach is effective not only in generating links but also in increasing brand awareness and enhancing PR efforts. However, when using this method, you must be prepared for the possibility that the reviews might not be as favorable as you’d like.

Buying links
Another common practice is purchasing links on news portals, industry websites, blogs, and other high-value online platforms. By paying an agreed amount, you can either submit your own article or commission a post that includes a link directing users to a specific subpage of your website. Many websites offer space for such sponsored articles, ranging from small, industry-focused sites to large portals like WP or Onet.

SEO consists of on-site and off-site activities

On-site and off-site activities complement each other. Combining both yields significantly better results. It cannot be guaranteed that losses caused, for instance, by the inability to implement on-site optimization will be fully offset by intensified link-building efforts. The order of operations is also crucial—usually, the first step is website optimization, followed by the initiation of link-building

The only constant is… change! This statement perfectly describes the ever-evolving world of online marketing. Here, change occurs practically every day and across every front. Technology, user expectations, and behaviors are constantly evolving. How can businesses navigate this maze of variables, outpace competitors, and deliver solutions their customers demand? One answer to these needs is a new trend in website development, collaboratively crafted by marketers, UX specialists, and web developers…

SEO and UX

Content optimized for search engines plays a crucial role in website optimization. To achieve visibility for highly competitive keywords, entries often need to be tens of thousands of characters long. However, these “walls of text” conflict with the principle that websites should be user-friendly and intuitive. For instance, placing such large amounts of text at the beginning of a product category page may discourage users before they even reach the listed items. A common practice is to place SEO-optimized content at the bottom of the page, beneath the product listing. This approach enhances the website’s ranking without compromising user experience.

On the other hand, hiding content on a website is a prohibited practice. Until recently, it was common to mask text by using white font on a white background, aiming to meet search engine requirements while keeping the page simple and uncluttered. However, such tactics fall into the gray zone of SEO and can even qualify as black hat SEO. Unethical practices like these can lead to penalties from Google.

If you aim to position your brand for broader keywords unrelated to specific products or product categories in your store, implementing a blog with advice is the best solution. Another common practice is strengthening domain authority through articles on trending topics featured on other brands’ websites that offer similar products. These articles, often filled with dozens of keywords, significantly improve a site’s visibility and attract potential buyers who are still in the consideration phase of their purchasing journey.

If you’re unsure whether your site is SXO-friendly, consider commissioning a comprehensive audit. This will provide insights into the areas that need refinement as part of optimizing your site’s performance.

The selection of a strategy is significantly influenced by the goal set by the client. While the overarching aim is always to increase website traffic and company profits, the focus is on a more detailed plan. For example, if the website being positioned belongs to the service sector—such as a beauty salon, dental office, or mechanic shop—the goal will be to reach users located within a radius of no more than a few kilometers from the business location. In such cases, investing in general phrases used by internet users across the entire country is not cost-effective. Instead, the focus should be on local keywords, which include the name of the region, city, or even neighborhood, such as “children’s dentist Olsztyn” or “car mechanic Naramowice.” By targeting these keywords, competition is reduced, and a better-matched audience is reached.

For local service businesses, it is also worthwhile to invest in optimizing an electronic business card in Google My Business. This ensures that information about the company’s activities, customer reviews, and address will appear to users searching on Google Maps.

Such actions, however, are not practical when optimizing e-commerce stores that serve customers nationwide or even internationally. In these cases, focusing on optimization for long-tail phrases is more effective. Long-tail keywords are search queries consisting of at least a few words. Examples include phrases like “blackout internal blinds for roof windows” or “double hanging garden chair.” The more specific the phrase, the less competition exists, making it easier to achieve high rankings.

Optimizing a site for numerous long-tail keywords can thus be less expensive and more effective than competing for highly sought-after, general phrases. However, it’s essential to remember that this relationship also works in the opposite direction: the more specific the keywords, the lower their monthly search volume. Therefore, the key to effective brand ranking on Google is striking the right balance between the cost of SEO for a given phrase and the potential profit it can generate.

The scope of work performed in the context of website optimization is defined by several factors:

• Website Audit Results
  Conducted at the start of SEO activities. While free audits are available, they tend to be highly standardized and may not provide a complete picture of the actual state of the site. The scope of a paid audit can be tailored to the size of the domain and the specific information desired.
• Link Audit Results
  Performed after signing a contract with a specific SEO company. This audit provides information about the “fresh” and “historical” link profile of the site.
• Website Structure and Technology
  The technology used in building the website is a critical factor.
• Provided Access
  Granting full access to all available areas (CMS, FTP) allows the SEO specialist to perform maximum optimization of the site.
• Keywords
  This topic was discussed earlier in the text, and we will revisit it later as well!

What Determines a Website’s Position in Search Results?

Effective website optimization is a challenging process, as a site’s ranking in search results depends on numerous factors, many of which are beyond the control of the SEO specialist. These factors include:

• Domain History
  A site’s evaluation by search engine bots is difficult to alter. If a domain was previously deemed low-quality, it requires significant time and effort to improve its position in search rankings. Factors contributing to such a label include errors, loading issues, spammy content, unethical SEO practices, or hosting inappropriate material (e.g., pornographic content). Extra caution is necessary when purchasing a domain on the secondary market, as previously active domains re-entering the market might have issues that negatively impact their reputation.
• Domain Age
  New sites that are still building credibility are less likely to rank high in search engine results. Indexing new pages alone can take several weeks, requiring substantial effort and patience before achieving satisfactory online visibility.
• Competitor Strength
  It is essential to remember that competing brands are continually working on their own rankings. In highly competitive industries with established players, achieving top positions for the most popular keywords demands substantial financial investment. However, targeting such keywords may not always be the best approach. Often, it is more beneficial to focus on less competitive keywords with significant sales potential. This highlights the importance of conducting an SEO audit combined with competitor analysis. Based on these insights, an SEO specialist can recommend the most effective strategy for the available budget.
• Changes in Google’s Algorithm
  The list of factors considered by search engine algorithms is not fully disclosed, and frequent updates to these algorithms add to the complexity of SEO. Each update may result in unexpected drops or improvements in rankings. Effective SEO requires constant monitoring of trends and tendencies to anticipate algorithm changes. By staying ahead of these updates, sites can benefit from algorithm changes rather than being penalized.
• Budget for Optimization
  Naturally, limited budgets restrict the scope of SEO activities, making it a lengthy process to achieve satisfactory results. After evaluating the website and analyzing competitors’ actions, the SEO specialist can provide insights into the budget necessary to compete effectively.

What Should You Know When Choosing Keywords?

Keywords selected for SEO must be included in meta tags and content across the website. They should be visible to both visitors and Google’s web crawlers, eliminating manipulative practices like embedding keyword-rich “white text on a white background.” The necessity of using these keywords is tied to Google’s text-based search engine structure and crawler preferences.

For example, a legal advisor may want to rank for the keyword “lawyer + [city name],” assuming that some potential clients do not differentiate between the two professions. To meet both client expectations and search engine requirements, such keywords can be seamlessly integrated into the website’s content. Google recognizes the presence of a phrase in the text but does not interpret the context in which it appears. This can sometimes necessitate phrasing strategies, such as abbreviations or indirect mentions, to maintain relevance while satisfying SEO needs.

Keywords Must Match the Website’s Offerings
If the website lacks a dedicated page for a specific service, the SEO process can become more challenging.

Google’s Improved Handling of Polish Orthography
Google’s algorithms have become adept at handling the complexities of Polish spelling. As a result, there is no longer a need to include incorrect spellings or common typographical errors alongside the correct version of a keyword.

How to Choose the Right SEO Strategy?

Actions aimed at creating a fast website and delivering high-quality content consist of a range of activities, including code modifications, product display improvements, and competitor content analysis. Decisions regarding specific changes are made based on search engine guidelines and the expertise of the team devising the SEO strategy. This combination facilitates the identification and implementation of effective techniques to enhance visibility in SERPs.

Introducing optimization generally improves a website’s ranking. Positive outcomes may be visible within days and, in some cases, within weeks. However, the key to continued success lies in the ability to critically assess the implemented changes and refine them further to achieve even more satisfactory results. This iterative improvement process is not possible with one-time optimization, significantly reducing the website’s potential.

However, this is not the only challenge. Google is known for its continuous refinement of the search engine algorithm. Minor updates occur every few weeks, while major changes are introduced every few months. The scale of these developments can be tracked, for instance, on the site HERE, which features a list of confirmed and unconfirmed changes to the algorithm since 2000.

This “instability” impacts the visibility of websites. For example, a few years ago, through updates named Panda and Penguin, Google removed low-quality, spam-linked websites and those featuring subpar content from search results. Recent changes may seem less dramatic but still cause disruption, as seen with the Medical Update in 2018.

When undertaking SEO efforts, specialists or agencies are prepared for such sudden changes. A decline in visibility and ranking for key client phrases signals the need for action—diagnosing the causes, determining the scope of required changes, and implementing modifications to previous optimizations to mitigate the negative effects of algorithm fluctuations. Without the involvement of an SEO specialist, the risks associated with algorithm updates increase, potentially hindering further growth in visibility and limiting access to additional users.

SEO – Scope of Work

The scope of an SEO specialist’s work is tailored individually to each website, taking into account its specific needs and deficiencies (aspects requiring modifications and improvements to better align the website with the preferences of search engine crawlers).

What Happens Behind the Scenes – The SEO Specialist’s Scope of Work
When some changes are not visible “to the naked eye,” it might seem that the optimization process is not particularly impressive or that the SEO specialist is not working actively. This impression is, however, misleading—many operations are conducted “in the background.” These actions significantly impact the website’s visibility.

The tasks of an SEO specialist can be provisionally divided into two groups.
The first group focuses on adapting the website to meet search engine requirements. This set of tasks is often referred to as website optimization or onsite activities. This group includes:

• optimizing the head section, e.g., meta tags,
• optimizing the content published on the website,
• optimizing images,
• optimizing links on the website,
• adjusting for user-friendly subpage URLs,
• improving the indexing capabilities for search engine crawlers,
• eliminating undesirable duplicates,
• speeding up the website’s performance,
• implementing redirects,
• potential expansion of the website.

To implement the changes outlined above, the SEO specialist requires the appropriate access to the website. These are typically FTP or FTP + CMS access (if the website has a CMS). Providing the SEO specialist with CMS access only means they will have limited control. Some optimization changes can only be safely implemented through FTP.

In case of access issues, a common solution is for the SEO specialist to prepare a list of necessary changes and pass it to the client, who becomes responsible for implementing them. While this is not an ideal solution in terms of organization and timing, it is certainly better than leaving the website without optimization. Therefore, the ideal and preferred situation is when the SEO specialist has full and always functional access to the website they are working on.

During the cooperation with an interactive agency, the website’s access rights can be changed (e.g., for security reasons); in such cases, the updated access credentials should be promptly shared with the client’s account manager.

The second area of the SEO specialist’s work involves tasks related to links. This is commonly associated with adding new links to the website (link building). The SEO specialist conducts a link audit, develops a link building strategy, identifies which existing links are unnecessary or potentially harmful to the site, and removes them. If the website has been penalized by Google (manual penalty or filter) due to links, the SEO specialist takes corrective action to resolve the issue. Link-related tasks do not require access to the website, which is why they are often referred to as offsite activities.

Initial SEO Audit

An SEO audit is one of the first tasks performed by SEO specialists after signing a contract for search engine optimization. During the audit, they review the website’s structure, analyze the content in the HEAD section (e.g., meta tags), and check for issues such as duplicate content. They also assess whether the website contains an adequate amount of high-quality content aligned with the target keywords for which the site will be optimized. Other elements of the audit include evaluating whether the website can be indexed by search engine crawlers, ensuring there are no issues with unoptimized URLs, checking for 404 errors on subpages, and analyzing the optimization of images.

With changes in Google’s preferences, new aspects are added to the audit, such as evaluating the website’s mobile responsiveness, page speed, and proper implementation of structured data. The SEO audit is conducted by an SEO specialist with the support of specialized tools. At Verseo, these audits are not automated — we are aware of the limitations of such tools, and therefore, we believe they do not always provide a comprehensive set of reliable and necessary information.

Link Profile Audit

The success of the SEO process is largely determined by the link profile that a given website has acquired. The exception to this are newly registered domains that have not yet built a link profile, or websites that, despite being online for a longer period, do not have links. In these specific cases, a link audit is obviously not possible. The link audit focuses on identifying links that effectively support the SEO process, links that have no impact (and determining why these links are neutral to search engine bots and do not affect the website’s ranking), and identifying harmful links (or those carrying significant risk of harm in the future).

It is also important to determine in which direction the link profile should be developed – this means that the audit serves as the foundation for developing an appropriate link-building strategy. During the term of the agreement, the link-building strategy may change. This is a consequence of the SEO specialist observing how the website reacts to optimizations, the addition of new content, expansion of the BLOG section, different types of linking, and adjusting their actions accordingly. A comprehensive link audit also aims to detect issues with Google penalties – so-called filters.

Website Structure

An SEO specialist can offer their knowledge and experience to assist during the design or development phase of a website, ensuring that it is prepared for the SEO process from the start. This is an ideal and relatively rare situation. In the vast majority of cases, SEO specialists work on an existing website, which allows for relatively minor changes or a limited redesign (e.g., adding a few subpages, creating a blog section, or adding a news section).

What factors are considered when evaluating a website’s structure? When will a website be considered well-built? It will be deemed well-built when the SEO specialists do not identify issues with website navigation or URL duplication, and when they positively assess the display of subpages and the entire site, user-friendly URLs, and correctly implemented language versions (if applicable). Both for SEO and Google Ads campaigns, it is also crucial that the website functions correctly.

Problems such as poor site display, long loading times, server error messages, and intermittent downtime negatively affect the SEO process. Considering the direction of changes in Google’s algorithm, the mobility of the website and its speed are critical for successful SEO. A good website is fast and optimized for mobile device screens. This last factor is important not only for mobile search rankings but also for user experience. It is worth testing your website’s mobile usability and speed, and making the necessary adjustments if needed.

Technology Behind the Website

Websites typically require adjustments for SEO purposes. The challenges with modifications may involve technical issues (where the developer did not foresee the possibility of altering a specific element), security concerns, or potential instability issues that may arise from changes. This does not refer to situations where the website owner does not approve of the process of implementing changes.

There is no catalog of CMS platforms, for example, that inherently prevents SEO efforts. If there are doubts about whether a particular website is suitable for SEO, it is advisable to consult an SEO specialist. They will review and assess the potential for optimization in the specific case. For this purpose, they may request access to the site.

At this point, it is worth mentioning one-page websites. They are typically more challenging to optimize and usually require expansion—such as adding additional sections. This is due to Google’s preference for more comprehensive websites, which are seen as potentially offering more useful and interesting information. If you own such a site and want to optimize it, consider expanding it!

Access to the Website

One of the first actions after signing a contract for SEO services will be a request for proper access to the website. Depending on the specific case, this will involve access to the CMS, FTP, or both. Why is this so important?

For the optimization prepared by the SEO specialist to be effective, it must be correctly implemented on the website. To do this, current access credentials are essential. Depending on the technology in which the website is built, the SEO specialist will require access to:

• CMS (administrative panel),
• FTP (server hosting the website),
• CMS + FTP.

The broader the access the SEO specialist has to the website, the more optimization tasks they can perform.

For example, if the site is based on WordPress, the specialist should be granted administrator rights, not just editor rights. If access to the CMS or FTP changes, the SEO specialist should be notified immediately. This shortens the time required to implement optimization changes, upload new content, allows for a more thorough audit, and ensures proper modification. It also saves costs that would otherwise need to be incurred by hiring an external specialist to implement the changes.

Keywords in the SEO Agreement

The work on a website is primarily carried out based on the selected keywords outlined in the SEO agreement. Daily position monitoring is conducted for these keywords. However, this does not mean that the website is optimized solely for these phrases. A well-executed SEO process results in an overall increase in the visibility of the website with respect to industry-related keywords, which in turn drives more traffic to the site and leads to an increase in conversions. Therefore, it can be said that SEO has no boundaries. The limit in this case is the number of keywords related to the industry, the offer displayed on the website, and the location.

SEO Competitors Analysis

Investing in SEO for a website is one thing, but analyzing SEO competitors is another! After all, you’re not the only one aiming for high positions in the SERPs. Companies offering products or services similar to yours are probably also investing in SEO! If you want to take on the challenge thrown by your competitors, you need to stay informed and keep track of what they are doing. In other words, you need to stay up to date.

An SEO competitor analysis will help you understand what your competitors are doing (such as what actions they are taking, where they are acquiring links, which keywords they are targeting, and their SEO strengths and weaknesses). By thoroughly examining the actions of companies similar to yours, you will gain insights into:

• The SEO performance of your website;
• Areas you can improve within your SEO strategy;
• The SEO strengths and weaknesses of your competitors.

The SEO analysis should be in-depth and comprehensive. Your competition in SEO is not only the companies at the top of the list but also brands you are “competing with” for long-tail keywords. Don’t forget about the phrases you might overlook, but which your competitors are ranking for!

Remember! The information you gather is not static. In the virtual world, everything changes quickly. This also applies to SEO strategies and search results. Therefore, a detailed analysis should be repeated once or twice a year. Smaller, more superficial analyses can be done monthly to stay up to date. This way, you will be able to implement improvements at the right time, strengthening your position online and staying one step ahead of the competition.

Every website requires an analysis of user behavior, as it was created with them in mind. To meet the need for acquiring this information, Google Analytics and Google Search Console services were developed.

With comprehensive data on traffic, we can make decisions regarding:

• Allocation of the advertising budget to the most profitable source.
• Selection of the appropriate target audience for ad campaigns.
• Tailoring the offer and marketing content to the most profitable target group.

Let’s take a closer look at these tools!

Google Search Console

Google Search Console is a free tool provided by Google, designed to assist website administrators in their work. SEO specialists most commonly use it to check the indexing status of a website by Google and to gain insights that help optimize the site’s visibility. Google Search Console provides SEO specialists with recommendations such as the need to implement redirects for pages with 404 errors, enables the resubmission of a site for reindexing (after changes have been made), and helps identify any manual penalties imposed on the website. Additionally, it allows users to view the link profile of a website.

To connect a website to Google Search Console, a verification code must be added to the site. This process is quick and safe for the website. Google offers several methods to complete the setup, so users can choose the one that is most convenient for them. It also provides guidance on what to do, where, and in what order to ensure a successful connection to Google Search Console.

When properly implemented, Google Search Console allows for quick and reliable diagnosis of many website issues that hinder the improvement of rankings.

Google Analytics

Google Analytics is a free tool used for storing and analyzing website statistics. The greatest advantage of Google Analytics is that it tracks every visit to a site, accurately recognizing elements such as the user’s device, the source of their traffic (e.g., Google Ads, Facebook, direct entry), and the city in which the user was located. Google Analytics, therefore, provides raw and comprehensive information.

Primary uses of Google Analytics:

• Comparative analysis of the behavior of different types of users (demographics, location, device type, source of acquisition).
• Detailed comparison of various traffic sources (cost, number of page views, revenue from a given source).
• Optimization of the website for different types of devices, browsers, and networks.

The domain extension indicates the scope of a company’s activities and the nature of the services it provides. It is important to ensure that the extension matches the realities of the market. Domain extensions can take various forms:

• Global extensions — associated with the international nature of the domain’s activities. The preferred extension in this case is .com.
• Country-specific extension — the most common type of extension, indicating that the target market is a specific country. For Poland, this is .pl.
• .gov extension — indicates a government-related domain.
• .edu extension — indicates an educational activity.
• .org extension — associated with non-profit organizations.

For companies operating in the Polish market, the most appropriate domain will typically be one with the .pl extension. For example, using another national extension for Poland, such as the German .de extension, may result in a poorer perception of the content hosted on it in Poland, compared to the same content hosted on a .pl domain.

Local SEO

Local SEO, also known as regional SEO, is dedicated to businesses for which visibility in local search results is a priority. What are the benefits of this approach? The ability to attract customers from your immediate vicinity! Are you nearby? Do you offer services with home visits? Let the people who are within reach know about your services — quite literally!

Local SEO is the ideal option for service-based businesses — a hair salon, beautician, plumber, travel agency, cinema, regional museum, or maybe an insurance agent. Focus on regional SEO and let your neighbors know where they can find you!

Things to Keep in Mind When Targeting Cities

Do you run a chain of beauty salons in Greater Poland? You probably want each location in different towns to be well-optimized. How do you achieve this? Include information about the range of services offered at different pages on your website. Providing a specific service for a given city will help you precisely answer search queries from people looking for it. For instance, if someone is looking for a beautician in Puszczykowo, they don’t want to find results for a beautician in the distant town of Oborniki!

Carefully refining your descriptions and optimizing pages for a specific town increases your chances of attracting new clients from your local area.

Choosing Keywords for Local SEO

How does local SEO work in practice? Primarily, it focuses on selecting the right keywords that emphasize your activity in a specific region. Phrases that refer to a particular location, while also promoting the services offered by the business, include:

• Restaurant Warsaw
• Glamping Birmingham
• Apartments Dortmund

It is advisable to delve deeper into the topic of location-based keywords. For this purpose, specialized tools like Ahrefs or Senuto can be very useful.

Google My Business Optimization

Google My Business (GMB) is a free profile for your business that contains essential information about your company. The virtual business card includes:

• Name
• Business hours
• Address
• Contact details
• Customer reviews
• Posts
• Photos
• Accepted payment methods

This information appears in both organic search results and Google Maps, helping potential customers easily find the best route to your business. This increases the chances that customers will reach you faster. Google’s advanced algorithms ensure that search results are precisely tailored to the query, taking location into account. This significantly increases your chances of being discovered by a potential client.

The virtual business card primarily provides essential details about your business. Optimizing your Google My Business profile will help you rank higher in search results and attract more interest from potential customers. When optimizing your Google profile, make sure to focus on:

1. Reviews
   What people say about you affects how you’re perceived! After completing a successful transaction, ask for a recommendation. A few five-star ratings and kind words are enough to encourage potential customers to learn more about your offerings!
2. Keywords
   Keywords are powerful in your industry. Use them in detailed descriptions, posts, and reviews.
3. Posts
   Post interesting, regular, and valuable content. What should you write about? Discuss the benefits of your products or factors that set you apart from competitors. Are you hosting an event or offering a hot promotion in your e-store? Your audience needs to know about it!

4. Graphics
Good-quality images that align with your brand style will attract customers. Don’t forget to include your logo! Consider adding photos of your business location as well. Google reports that business profiles with images and virtual tours attract attention twice as effectively!

Nationwide SEO

Does the nature of your business allow you to expand your target audience beyond your local area? Then consider national SEO! This is an excellent solution for e-commerce stores and professions that do not require direct contact with clients.

National SEO will help you attract customers from all corners of the country. With fewer limitations, a broader scope, and more opportunities to reach those interested in your offer, it can significantly enhance your visibility. However, there’s one “but”—it may cost more. But considering the potential for wider promotion and a larger customer base, this investment can quickly pay off.

You can also opt for a dual approach—local and national SEO. Who’s stopping a dynamic entrepreneur from doing both?

International SEO

Expanding into foreign markets? You won’t succeed without international SEO! This strategy will help build brand awareness, increase website traffic, and attract new customers. However, it’s crucial to remember that each country has its own culture, customs, and SEO guidelines.

In practice, international SEO requires a deep understanding of different cultures, languages, and website regulations. It’s important to tailor your message to the expectations of your audience, which can differ significantly from local SEO approaches. Before diving into international SEO, thoroughly research the target market. Based on this information, choose methods that will deliver the most effective results!

Effective SEO for websites has one goal but many forms, depending on the type of domain. At Verseo, we specialize in SEO for online stores, service-based websites, product catalogs, and content portals. We provide support in optimizing these sites to fully leverage the power of your domain.

SEO for Service Websites

No matter how high-quality the services your company provides, without proper promotion, it will be hard to break through the competitive jungle. If you run a service-based business, focus on optimizing its SEO. This will help increase its visibility, improve the chances of attracting new customers, and ultimately result in higher sales!

Working with a professional SEO agency ensures that you invest resources in channels that are effective for your industry. A deep analysis of collected data combined with experience and self-learning algorithms is a proven recipe for success. We’ve tested this on thousands of satisfied clients. But don’t take our word for it—see the results for yourself!

SEO for Online Stores

An online store is a fertile ground that, with the right tools, can yield rich rewards. Why? It’s simple – online stores, due to their nature, offer a huge amount of unique content, images, and internal linking. Moreover, they are a treasure trove of interesting topics that can be described in specialized blog articles. It’s hard to find a better food source for SEO!

What should you focus on when SEO-ing online stores?

First and foremost, on usability and intuitiveness, as well as the speed of the store (especially on mobile). Potential customers are impatient and value quick service. When searching for a specific product, they want to find it right after typing the query in the search bar. Just a few seconds are enough for them to click on an interesting offer that appears at the top of the list and meets their personal criteria. Good photos, descriptions, and price will be key here. You can ensure top positions and proper visibility through effective SEO.

SEO for Product Catalogs – Stores Without a Cart

A separate category is the SEO of product catalogs. These allow for a professional and detailed presentation of offered products or services. This is a space for condensed descriptions (mainly product groups), high-quality images, and visible prices. From the user’s perspective, the ability to filter the offerings based on additional attributes will be convenient.

A product catalog looks like an online store, but unlike an actual store, it does not allow the user to “add the product to the virtual cart” and make a payment. If someone visiting the site wants to use the service or simply buy the offered product, they will need to contact you directly.

SEO for product catalogs can help increase traffic to the site and, as a result, positively affect sales.

SEO for Content Portals

Without interesting and high-quality content, it’s tough to compete for top positions in search engine results (SERPs). This rule applies to SEO for online stores, service websites, product catalogs, and even content portals! These, too, need proper SEO to fulfill their role.

To maximize the potential of the content being created, the SEO agency should first conduct an in-depth audit of the portal. This audit includes evaluating the structure and uniqueness of the content, the selection of target keywords, and the internal linking strategy. Based on these results, a comprehensive strategy can be developed that will ultimately bring more valuable traffic to the domain. This will not only improve its visibility but also help build the brand’s image and strengthen its position in the online world.

SEO Training for Editors

When writing content for a website, it’s not just about “posting something.” It’s about having a good idea, quality, consistency, and, most importantly, SEO optimization! For editors who have spent much of their career writing for newspapers, the principles of writing for SEO might be eye-opening.

The main difference lies in the first phase of writing. In traditional journalism, you receive a hot topic and describe it following journalistic standards. With SEO writing, you first check which topics will be hot from the audience’s perspective and how to approach them to reach a wide audience. SEO copywriting combines great writing with technical expertise. Proper keyword selection, headings, and linking are crucial to improving your brand’s visibility online.

SEO copywriting also allows you to analyze the results of your actions. This is another key aspect of SEO training for editors.

Optimizing for Google News

Google News is an online aggregator of news from various informational sources worldwide. Technical optimization of a website to meet the specific requirements set by Google News involves:

• Ensuring the correct page structure
• Allowing Google robots to access the site through the robots.txt file
• Writing articles in a single language (e.g., Google News in Polish)
• Using UTF-8 encoding
• Maintaining a unique URL for each article
• Ensuring a neat appearance of the site and the content served
• Properly marking ads and sponsored content
• Using structured data
• Adding a dedicated sitemap for Google News
• Speeding up the site by implementing AMP (Accelerated Mobile Pages)

Verseo’s SEO services encompass improving the positions of websites built on both custom solutions and various CMS (Content Management Systems). There are numerous CMS solutions available on the market, both paid and free (in basic versions), such as WordPress or Joomla. Let’s take a closer look at these platforms.

SEO for WordPress / WooCommerce Websites

WordPress is one of the most popular CMS platforms globally, powering everything from small websites to large-scale portals. Due to its user-friendly interface, it’s a great choice for different types of websites—corporate business cards, typical blogs, content sites, or even e-commerce stores.

SEO for WooCommerce – WordPress for Online Stores

The greatest strength of WordPress for e-commerce is its versatility. Thanks to a vast and constantly growing number of plugins, WordPress can be modified almost indefinitely to meet the needs of the website owner. One of the key plugins for e-commerce sites is WooCommerce, which turns a WordPress site into a fully functional online store.

When it comes to SEO for WooCommerce, the Yoast SEO plugin is invaluable. The basic version of Yoast SEO is free, and it helps optimize your content for specific keywords (titles, meta descriptions), manages friendly URLs, and supports canonical links.

A well-configured WordPress site is an excellent platform for SEO. The software’s versatility and good integration with Google’s crawlers provide ample opportunity for SEO creativity.

SEO for PrestaShop, Shoper, and IdoSell

Each e-commerce platform has its own characteristics, and optimizing them for SEO requires different approaches. Let’s look at how SEO applies to PrestaShop, Shoper, and IdoSell.

SEO for PrestaShop

PrestaShop is another tool for running an online store. However, it requires more involvement from the user and a more conscious approach. This means that some things don’t happen automatically—like enabling friendly URLs. Moreover, automatic actions in PrestaShop can have the opposite effect to what is intended and may negatively impact SEO. If you’re using this e-commerce platform, you need to be mindful of these details. You can also reach out to an SEO expert who can manage these tasks for you, saving you time and effort.

SEO for Shoper

Right next to WooCommerce, Shoper is one of the most popular e-commerce platforms. It’s easy and user-friendly, but it also offers features for more experienced users, such as editing source files. It’s a great solution if you’re interested in running a company blog, optimizing content, editing descriptions, or interacting with customers by responding to their comments. Additionally, Shoper allows for quick image description optimization and intuitive setup for 301 redirects, making SEO work more streamlined.

SEO for IdoSell

IdoSell is another e-commerce platform that is friendly and intuitive for SEO. It enables easy content input and optimization, such as titles, meta descriptions, headings, and tags. IdoSell is great for beginners, as it provides an intuitive interface for content optimization. However, if you’re aiming for more advanced SEO actions, it’s advisable to seek professional SEO support to fully optimize your online store.

SEO for Shoplo, Magento, SkyShop, and Sote

Each e-commerce platform comes with its own set of tools and challenges when it comes to SEO optimization. Here’s a look at how SEO applies to Shoplo, Magento, SkyShop, and Sote:

SEO for Shoplo

Shoplo is another tool for optimizing e-commerce stores, known for its intuitive design and ease of use. It’s a great solution for users looking to perform basic SEO tasks on their website. You can easily create and refine content, but if SEO optimization for search engines isn’t your strong suit, you can always reach out to an agency like Verseo for assistance.

SEO for Magento

Magento is a popular platform in e-commerce, known for its powerful functionality and user-friendly interface. It’s ideal for users who value speed and efficiency. With Magento, you can easily input content that’s optimized for search engines, boosting your site’s visibility. Given the competitive nature of the e-commerce market, leveraging SEO for Magento is crucial. Verseo’s experts can assist you in taking your Magento-based store to higher search rankings.

SEO for SkyShop

SkyShop is a platform designed for e-commerce businesses, with a focus on ease of use and accessibility. It’s perfect for basic SEO tasks and content optimization. Additionally, SkyShop supports integrations with platforms like Allegro, making it a good choice for growing businesses. If you’re using SkyShop and want help with SEO, Verseo can help optimize your online store for higher visibility and better performance.

SEO for Sote

Sote is another e-commerce platform that works well for both small and large stores, whether you’re targeting local or international markets. It offers an easy way to manage your store and integrate with other systems. At Verseo, we provide professional SEO services for Sote-powered stores, helping you improve your online visibility and boost traffic to your store.

SEO for Joomla, Drupal, and Other CMS Platforms

When it comes to SEO, Joomla, Drupal, and other CMS platforms offer various benefits and challenges. Here’s a look at how Verseo can help you with SEO on these platforms:

SEO for Joomla

Joomla is a versatile and user-friendly content management system. While it was once primarily suited for content-heavy sites with many subpages, Joomla has evolved to allow the creation of almost any type of website with minimal technical knowledge. Just like WordPress, Joomla can be equipped with a variety of plugins (both commercial and free) that enhance website functionality, although its plugin selection is not as extensive as WordPress. Joomla’s name, derived from Swahili, means “unity” or “community,” and this reflects the system’s flexibility.

So, is Joomla and SEO with Verseo a good match? Absolutely! Verseo’s SEO specialists can optimize Joomla-based websites for better visibility and higher search engine rankings, ensuring your site reaches its full potential.

SEO for Drupal

Drupal, with over a million sites built on it worldwide, has over 20 years of history. It is a powerful CMS that offers robust features, particularly for e-commerce. Drupal allows for native metadata management and has a wide range of plugins that extend its functionality, making it convenient for SEO. With the right configuration, Drupal makes SEO tasks smoother and easier, enabling you to optimize your content and improve your site’s visibility in search results.

SEO for Other CMS Platforms

In addition to the popular platforms like Joomla and Drupal, there are many other CMS options for building and managing websites. At Verseo, we tailor our SEO strategies to suit the specific technical requirements and needs of each platform. If a CMS system limits SEO performance, we analyze the site and suggest necessary changes to improve optimization.

SEO for Websites Without a CMS

Websites that are not built on a CMS (Content Management System) are typically static, with fixed content that cannot be easily updated or optimized in real time. This setup is often seen in one-page websites. While SEO for static websites can be quite challenging, it is not impossible.

The key advantage of a non-CMS website is the lower initial cost, as there’s no need for a content management system. However, if you’re serious about growing your online business and improving your presence in the digital space, relying solely on static content becomes a limiting factor. Regular updates and optimized content—such as product descriptions, blog posts, and other engaging content—are crucial to staying competitive and visible in search rankings.

If you’re aiming to optimize a website or e-commerce store, it’s highly recommended to switch to a CMS. Why? A CMS simplifies ongoing SEO efforts and content optimization. Whether you’re working with WordPress, WooCommerce, or any other CMS, these systems make it easier to adjust and optimize your website’s content to improve search engine performance.

Want advice on choosing the best CMS for your SEO goals? We’re here to help!

• Time savings – someone takes care of your website’s SEO for you.
  You get access to all the tools included in the package, along with the provided service.
• Money savings – you won’t spend on the tools mentioned above. Additionally, instead of expanding your SEO knowledge, you can focus on running your business while SEO specialists handle your website’s optimization, bringing you new customers.
• Staying “up to date” with algorithm changes and taking immediate action when your website experiences “drops.”
• Information about the latest technical solutions.
  Benefit from the knowledge and experience of specialists – you won’t learn from mistakes, but will immediately implement proven know-how.

Sounds reasonable?

The results of your website’s SEO efforts depend largely on who will be handling it. As with everything in life, we can either make the right choice and reap the benefits or waste our budget and get no return on investment. So, how do you choose the right SEO specialists to confidently entrust them with the ranking of your website or store? Here’s our advice!

1. Team – SEO specialists in the agency
   An SEO agency is typically made up of at least a few people with different experiences, skills, and successes. This diverse mix can work well for many industries, not just a few selected ones.

Moreover, larger agencies cannot afford to make major mistakes, such as blocking websites due to overly aggressive tactics. Verseo has not recorded a single case like this throughout its entire history. This is valuable information because the consequences of incorrect SEO actions can be severe for the domain owner, and they will have to deal with them. In some cases, this might mean having to invest in a new website with no history and starting the SEO process from scratch! These are significant time and financial costs.

1. Contract, effectiveness, honesty
   Recommendations and client reviews are extremely useful when comparing competing SEO agencies. When considering this parameter, it’s also important to take the scale into account. One or two positive reviews regarding website SEO are a good start, but you need to look deeper.

A rational approach is to thoroughly analyze the reviews of a given company on Google Maps or Facebook. This way, you can verify larger agencies. It’s more difficult with freelancers – they rarely maintain their own Facebook pages or set up Google Maps and reviews. Their verification is, therefore, more challenging. This is a pity because if a particular entity has mostly positive reviews, it provides relative confidence that further discussions about SEO will be with the right people – experts in their field.

1. Offer – the third important thing
   It should be tailored to the type of business you run. To start off, an interview with a dedicated account manager would be helpful. Based on the information gathered, they will be able to better understand the scope of your business, establish priorities, and define the direction of your company’s growth. The more time you invest in working together to clarify and build the right offer, the more likely it is that you will receive exactly what you need.

Also, remember that SEO is a long-term effort, so don’t think of it in terms of “here and now,” but look towards the future. For example, are you launching a new product range in three months? Great! Let’s plan for it now so we have a solid foundation for action in three months. The SEO offer for your website should fully meet your needs. If you receive a standard proposal for SEO, it’s not the end of the world. Just ensure you share all important information about your organization with your account manager before any actions are taken, and then tailor the SEO strategy to your needs.

1. Last but not least – the contract!
   Transparent, fair, rationally set, and protecting both parties. That’s the kind of contract an SEO Services agreement should be, as it will be long-term (in Verseo’s case, it lasts 12 months). Therefore, the wording should be satisfactory to both parties, so you can feel comfortable with it throughout the duration of the agreement.

Our history is as rich as Luxembourg and as diverse as the United States. We started in 2013 in a small room in a Poznań student dormitory, which, in eight years, we exchanged for a spacious, colorful, and modern office. The jump from 10 to 1650 square meters of space is impressive. We would say it’s impressive work as well, but that’s what our team of over 120 specialists (100 of whom have certifications confirming their expertise) takes care of.

We always focus on mutual respect (even for the quirkiest behaviors), courage (in conversation and asking questions – including the uncomfortable ones), and patience (for learning – both our own and our clients’). It’s worth mentioning ambition (but not the unhealthy kind), the ability to wink (with the left eye), and sharp humor (which saves not only Monday mornings). And one could keep writing and listing, but let’s be honest – no one reads all of that. Besides, it’s enough to take a glance to notice that, in terms of broad development, we don’t stop at a full stop and are constantly hungry for more. Are you too? In that case, we’re meant to be!

We could write a lot about how long we’ve been in the business of website and online store SEO, and how the number of satisfied clients is the best proof of our effective work. However, we know how important data and facts are, and they can’t be disputed ;), which is why below we present case studies from our clients. These percentages speak for themselves!

Can a company from Poznań position websites of businesses located at the other end of the world?
Yes, it can. There are no obstacles preventing a digital marketing agency from Poznań from working on SEO of companies located anywhere in the world. All formalities between the account manager/SEO specialist and the client can be completed by email or phone. Sometimes clients prefer to meet in person and have a face-to-face conversation, as they value live contact. If that’s possible, we are always happy to comply!

Large urban centers, such as Poznań, host the best SEO and SEM agencies in the country. Therefore, to achieve the best possible results, business owners often have to work with agencies located far from their business operations. The internet not only allows for broad customer acquisition, but also helps in finding the best business partners!

We encourage you to choose SEO agencies that have many positive reviews, build trust, and… are located in Poznań. Poznań boasts a strong base of companies and technology universities, making it a hub for professionals involved in both SEO and online marketing in general.

SEO Case Study – Furniture Industry
Industry: Furniture

Market Presence: Over 20 years

Market: European

Collaboration with Verseo: Since December 2020

Services: SEO + Ads

Challenges: The website does not appear for any search phrase in the TOP3 or TOP10 search results. Only one phrase enables visibility in the TOP50. This means practically no organic traffic on the site.

Actions Taken: On-site and off-site optimization. Technical and content-related website optimization (adding meta elements, implementing a blog with tips, saturating content with keywords, linking).

Paid campaign.

Results:

• Improvement in website visibility – within six months, the number of phrases in the TOP3 increased from 0 to 5, and 25 in the TOP10. In TOP50, we improved visibility from 1 phrase to over 500.
• Doubling the number of conversions in 3 months – from 319 to 663 per month.
• Decrease in the cost of acquiring a single conversion by over 50%.
• Revenue increased by more than 56%, with nearly the same budget.

SEO Case Study – Footwear Industry
Industry: Footwear

Collaboration with Verseo: Since December 2020

Services: SEO + Ads

Challenges: Improving website visibility and increasing sales

Results:

• Increased interest and the number of clicks on the client’s ads by over 300%, along with a fourfold increase in conversions (while reducing the cost of each conversion by 25%) in just 3 months.
• Improvements made as part of website optimization allowed the first phrase to appear in the TOP3 within less than six months, introduced 150 phrases into the TOP10, and over 3000 phrases into the TOP50.
• Since December 2020, the number of phrases has increased sixtyfold.

SEO Case Study – Electrical Industry
Industry: Electronics (store offering items such as sockets, cables, installation boxes)

Collaboration with Verseo: Since June 2019

Services: SEO

Challenges: The website was accessible under two addresses, which negatively impacted its SEO performance (including content duplication). It had a good history and potential to generate even more organic traffic.

Actions Taken:

• Implemented a permanent redirect to one of the addresses.
• Optimized the main product category pages by adding or extending descriptions, headings, and meta titles.
• In the second year of collaboration, we enriched the website content with professionally written blog articles and expanded it with detailed categories optimized for long-tail keywords.

Results:

• In the first year of collaboration, the website ranked for 38 phrases in TOP3, 387 phrases in TOP10, and 1795 phrases in TOP50.
• In the second year, the results were even more impressive: 218 phrases in TOP3, 1099 phrases in TOP10, and 4656 phrases in TOP50.

The fact that it’s worth having a conversation about SEO is not something that needs much persuasion! The real question is how to approach the discussion properly, especially when it comes to SEO for websites, to set the right direction and achieve the best results? Below, we have outlined the most important factors to consider before engaging with an SEO agency.

Define Your Budget

The golden rule of “don’t spend money you don’t have” also applies to SEO. Determine the results you want to achieve, the timeframe for these goals, and how much you’re willing to allocate for SEO. Accurately estimate your budget and consider how much you could increase it if your SEO efforts yield spectacular results.

An SEO specialist may suggest the minimum budget required to achieve the desired results. Let’s be honest, if you pay very little, you won’t earn much. Think about how much you can invest in SEO, and then discuss your proposal with the SEO expert. An experienced professional will be able to clarify what you can realistically achieve with that budget.

Provide Relevant Keywords for Your Business

SEO specialists use tools that help them identify sets of keywords that your website should be ranked for. However, remember that no one knows your business better than you.

Be involved in the process of selecting keywords. Some specific terms may be well-known and widely used in your industry, but they may not appear on lists of the most frequently searched keywords. Perhaps it’s worth including them in your SEO strategy? It’s certainly a good idea to discuss this with the specialist responsible for improving your site’s visibility.

Consider Your Priorities in SEO

SEO is a multi-dimensional and very time-consuming process. It’s important to be aware that results take time and not everything can be achieved immediately. The principle of “small steps, but to the full” works perfectly here!

When you first start working with an SEO agency, discuss with the specialist what your priorities are. They will advise you on what additional actions should be taken at the outset to ensure the process is optimized. Together, you will refine the list of tasks to be implemented in the first phase of work, and on each subsequent stage. This way, you’ll know exactly where you’re headed.

Keep in mind that SEO is an ongoing process, so priorities will shift over time, but the process never truly ends! What key points should you consider when setting goals for the agency working on your site?

Building a Brand – Stand Out

SEO for websites and online stores is a long-term process aimed at improving the visibility of a domain for selected keywords, ultimately boosting sales. However, that’s not all. Another significant benefit of SEO is brand awareness.

Make sure your brand is seen by your audience in the best light, both literally and figuratively. Show up with your message where your current and potential customers are – and speak to them in a language that resonates with them. It’s not just about catchy slogans; it’s also about PR. Convey the values you stand for, as those who share them will be more likely to choose your company’s offerings.

Increase in Revenue – Sales

If you’re running a business, all actions must be filtered through budget capabilities and profit outlooks. The same applies to SEO. If you’re investing a specific amount in the services of a digital marketing agency, you need to know the return on investment. After all, business is about sales – and specifically about increasing revenue!

By reviewing case studies from companies in a similar industry to yours, you can estimate the potential outcomes. However, remember not to take these figures at face value. SEO results depend on a wide range of factors, so each website may have different results and paths to success.

Product Interest – Reaching the Right Audience

Effective SEO isn’t just about casting a wide net – it’s about targeting the right audience. In building brand awareness, reaching a wide audience is important. But if sales are your goal (which they should be), you’ll want to know how many of the visitors to your site will turn into customers.

To achieve this, it’s crucial to target the right group with your messaging:

• People who are genuinely interested in the products or services you offer.
• People whose interests suggest they may be open to exploring your brand further.

An experienced SEO specialist will conduct an interview with you to define your target audience and ensure your message reaches the right people.

Other Considerations

Above, we’ve outlined the main goals you may have in mind when considering what SEO should bring for your website. However, it’s possible that among your long list of SEO expectations, you’ll find some unique and particularly important goals! Be sure to share these with your SEO specialist. There are no “good” or “bad” goals – only those that are realistically achievable in a short time and those that will take much longer to achieve. The question is whether it’s worth it, but each case is unique and requires individual evaluation.

Act Across Multiple Channels

Why? Because it’s simply more effective! From our experience, combining several channels and having them support each other makes each channel more effective than working in isolation. This approach makes sense – purchasing decisions are often driven by emotions. Different channels play on these emotions – some provide factual reviews, others answer key questions, and some deliver the advertising message at the perfect moment. And that’s when the customer makes the purchase!

If your budget allows, at the start of your collaboration with a digital marketing agency, opt for a variety of channels. However, if you’re on a limited budget, focus on the advertising channel that has the potential for the most spectacular results, and gradually expand your strategy. It’s difficult to pinpoint which channel will deliver the most tangible benefits – it all depends on your clients’ expectations, industry, and campaign execution!

A multi-channel approach can significantly increase your chances of achieving sales success and allows you to optimize your efforts.

Monitor Your Competition

No matter how many channels you invest in or how robust your actions are, you must always keep your finger on the pulse. What does this mean in practice? Keeping an eye on your competitors!

Remember, while you’re investing in SEO for your website or online store and allocating budget to paid campaigns, your competitors are doing the same! To stay ahead, you need to understand how they operate. This knowledge allows you to respond to their actions at the right moment, increasing your chances of staying ahead in the competitive race for business success!

Sometimes clients ask how they can assist in the process of SEO for their website. It’s nice to see! There are a few general recommendations that can significantly help SEO specialists in their work.

Content on Your Website – What and How to Write? Where to Publish?

Supporting an SEO effort can be done through quality content. What does this mean in practice?

• Maintain the Website’s Content and Design – Avoid empty pages, duplicate descriptions, or placeholder text (like “Lorem ipsum”) that may get indexed by Google bots. Ensure that the pages, especially those detailing your offerings, pricing, or service terms, contain useful and relevant content for the user.
• Support for the Blog or News Section – Adding fresh content regularly is a great way to keep your website updated and engaging. The SEO specialist may suggest sample texts or guidelines to kick-start your blog or news section.

By providing quality, original, and user-focused content, you help make the job of SEO specialists easier and more effective, improving your website’s visibility in search results.

How to Write Content for Your Website?

Sales is an art. The best salespeople know this well, using various techniques to understand customer needs and presenting a product that fully meets those needs. In live interactions or even over the phone, this is relatively easy. We have direct contact with someone interested in a specific product or service. But in an online store, the description of the product must act as the salesperson and the wish creator.

We Buy from Those We Like

In sales, people are more likely to buy from those they feel a connection with. The same applies to online writing. To establish that connection with your customers, speak their language! Ask for their opinions and use those insights to create product stories. Sell emotions and solutions – that’s what has value!

How to Write Category and Product Descriptions for Online Stores?

If you’re wondering why your competition is selling more, even though you have a better assortment, high-quality product images, and better customer service, the answer could be: effective product descriptions. These descriptions should present your product in a clear and accessible way, while also being optimized for SEO.

Focus on:

• Clarity and Transparency: Ensure your content is easy to read and understand.
• Highlight the Most Important Features of the Product.
• Use of Paragraphs: Break up the text to improve readability.
• Formatting: Use bold text, bullet points, and underlining to emphasize key points.
• Icons and Graphics: Visual elements help convey information quickly.
• Tips and FAQs: Address customer concerns and provide answers to common questions.
• Appealing to the Senses and Emotions: Make your descriptions engaging and stimulating the imagination.

By creating compelling and well-crafted content, you can significantly increase your chances of converting visitors into customers.

How to Write Content for a Blog/News Section?

Should a copywriter create content for the client or for search engine bots? A well-crafted post should be interesting for both! Here are the key points to consider when writing blog content:

Subdomain or Subpage?

From an SEO perspective, it’s better to have the blog as part of the website, functioning as a subpage. For example, a blog available at www.company-name.com/blog.

Length of Blog Posts

To saturate the text with keywords, you’ll need to write a bit more 🙂 The ideal product description should have around 1000–1500 characters (including spaces). As for blog posts, they should range from a minimum of 3,000 to even 18,000 characters, depending on the topic and competitiveness of the keywords. This length is appreciated both by your readers and search engines. A simple rule: if after reading a product description, you still have questions, revise it for more clarity.

Frequency of Publishing Posts

According to research by HubSpot, frequent blog posts can increase website traffic up to three times! We recommend publishing 4 to 7 unique blog posts per month, focusing on their quality and thoroughness.

Using Keywords in Content

Pay attention to choosing the right keywords and their synonyms. Don’t forget about long-tail keywords, as they can also drive valuable traffic. Make sure your content answers questions, sparks curiosity, or even stirs up a little controversy. This way, your content will stand out, and the reader might return for more.

Text Structure for SEO Optimization

Google’s robots are excellent at reading HTML code and selecting the data contained within it. The use of keywords in header tags (h1, h2, h3) signals that these phrases are most important on the page. In paragraphs containing the main content, keywords should be highlighted using bold text. Lists and tables are additional elements that enrich descriptions and make them easier to read.

Adding Images to Posts

Well-chosen, aesthetically pleasing images significantly enhance the content provided. An article on a blog that is accompanied by the right graphic format encourages further engagement and is rated higher by Google’s robots. However, that’s not all—descriptions and titles for images or graphics are additional places where you can subtly include SEO keywords!

Internal Linking in Posts

Internal linking helps strengthen the SEO effects of a domain. It can also increase the time a visitor spends on your site, spark their interest in other products from your portfolio, or answer crucial questions, which in turn can position your company as an expert. It’s all beneficial!

Avoiding Duplicates

One of the most important and time-consuming elements in building a website is preparing content. A common mistake made by website owners is using ready-made descriptions, such as those provided by the manufacturer. These duplicates can negatively affect SEO, as Google does not promote pages that repeat content already indexed from other sites.

The best solution is to create unique, customer-oriented texts. Well-developed content is also an opportunity to target more keywords, making your page more visible for various search queries. Additionally, remember that content marketing isn’t just about text—it also includes graphics and video files.

Meta Tags – What You Need to Know

Properly crafted title and meta description tags should contain carefully selected keywords and encourage users to visit the website. Optimizing these tags involves preparing and implementing new meta tags on the website. The time required for optimization depends on factors like the size of the website, its structure, the number of keywords, and potential website redesigns.

The ability to individually modify tags for specific keywords greatly simplifies the optimization process and increases the chances of success in search results. SEO specialists often modify meta tags, add new texts, or remove errors detected through Google Search Console. Therefore, if changes to the website are made (e.g., for security reasons), it is important to immediately send the updated access details to the SEO expert.

Linkbuilding – How to Acquire Links on Your Own?

Effective link building is an essential element of a well-thought-out SEO strategy. Links can be acquired from various sources such as forums, product catalogs, niche websites, or sponsored articles. The key is that these links should have strong relevance and authority. In practice, this means connecting your domain with websites that are positively assessed by Google’s algorithms.

Another way to acquire links is by inviting collaborators or bloggers to contribute to content creation. By publishing a case study or article, you can link to your domain and request similar actions in return from the collaborator’s site or social media profiles.

However, it’s important to plan your link-building strategy carefully. Don’t rush into acquiring too many links at once. A sudden spike in link activity can trigger Google’s algorithm, which may suspect unfair practices. It’s also wise to research your competitors’ link profiles to align your strategy with the nature of your business.

Security and Page Speed

It’s important to remember about security certificates, especially for e-commerce websites. These certificates not only help with SEO rankings but also build trust with customers, who prefer making transactions on secure websites.

The SSL certificate has become a standard practice. Implementing HTTPS increases the security of data being sent and received by users while browsing your site. It also enables the use of HTTP 2.0 technology, which offers faster data transfer.

The longer users have to wait for a website to load, whether on desktop or mobile, the more likely they are to leave before it finishes loading. Google understands this, and it continuously reduces the reach of pages with slow load times. Keep this in mind and optimize your website for speed, for example, by compressing image files.

Tools to Improve Your Website

To improve your website, it’s beneficial to use two free website analysis tools: Google Search Console and PageSpeed Insights.

Google Search Console

Google Search Console is a free platform designed for website owners and administrators. It helps manage and monitor your website’s performance. With this tool, you can control the following:

• The indexing status of your site in Google search results.
• Optimizing your website’s visibility.
• Identifying any errors or penalties imposed by Google.

Adjusting your website to meet Google’s guidelines involves improving user-friendliness. A website that is both Google-friendly and user-friendly can have a positive impact on conversions and the number of inquiries you receive.

PageSpeed Insights

PageSpeed Insights is a free tool used to test websites for speed performance. It provides suggestions on what elements of your site can be optimized to make it run faster.

You can access PageSpeed Insights here.

The implementation of specific changes depends on the technical capabilities of your website. Not every website allows the same modifications to be made. It’s crucial to ensure the speed of your site, as neglecting this aspect can negatively affect your website’s SEO performance.

How to set up analytics and what to monitor?

To fully utilize Google Search Console, the first step is to add your website to the Search Console account and verify it (prove to Google that you have the rights to manage the site). After successful verification, GSC provides data regarding:

• Search analytics,
• Links to the website,
• Internal links,
• Keywords present in the site content,
• Indexing errors.

Search Console also allows you to review the domain structure, check whether the site functions correctly on mobile devices, and test the robots.txt file, which manages the website’s accessibility for web crawlers.

Ranking in Google – Do It with Us!

We have already discussed what to pay special attention to when choosing an SEO agency above. If, after familiarizing yourself with the topic of Search Engine Optimization, you realize that you need support – take advantage of our experience.

Our portfolio includes several thousand companies from various industries. This allows us to know what practices work for each of them. Every case study created with our clients and published on the blog is proof of this.

We have a team of specialists who are deeply involved in the world of digital marketing. It’s the perfect combination that we can translate into improving the visibility of your domain and increasing sales! Sounds sensible? Then get in touch with us!

Google Ads or SEO? Which strategy should you choose to achieve satisfactory traffic and revenue levels? There is no clear-cut answer to the question of which service: SEO or Google Ads is better. Each has its own specifics. However, taking these into account, you can choose the most appropriate solution for your needs.

What sets SEO apart?

Let’s start by examining SEO. What results can you expect when deciding to position your website or online store? Here’s what to expect:

• It’s a time-extended process

This is due to the nature of the service, which is divided into stages that are performed at different intervals (Google needs to index the changes made by the SEO specialist, which can sometimes take longer than expected). After conducting an audit of the website and reviewing the existing links, the SEO specialist creates a work plan for the website and sets an initial timeline for implementing the various stages. During the course of the SEO contract, the plan may change, for example, due to the need to deliver more content or links or to add a new subpage. The website’s reaction to the SEO efforts can also affect this process. As a result, it is generally accepted that SEO results take several months to materialize (this is a very general time frame).

SEO is therefore not a solution for “immediate results” if you need quick promotion. You should not expect the results of SEO efforts overnight. For this reason, SEO is not recommended for rapid, seasonal promotions. SEO, which supports the long-term visibility of a website in search engines, involves waiting longer for results, but the outcomes are more lasting (stopping the SEO process does not mean that the rankings will drop overnight).

• It involves website optimization

SEO requires specific knowledge and actions, which are rarely included during the website development phase. This does not mean that websites are always poorly designed, it simply means they are not often optimized for SEO. As a result, one of the first tasks of an SEO specialist is to optimize the website or online store.

The scope of these actions depends on various factors (e.g., the technology in which the website was created). Website optimization is carried out in the first weeks after signing the contract. It is a necessary foundation for further work. The importance of well-done optimization is evidenced by cases where websites, after optimization alone, move from position 100 to, for example, position 25 (though this is not a rule). The need for optimization and its indexing by Google’s crawlers shows that SEO is not a quick service. However, optimization is something that stays permanently (even after the cooperation ends) and represents an “added value” for the website.

• It allows for website development

One of the most important components of effective SEO is valuable content. If a website has insufficient content, low-quality material, or plagiarized text, prompt action needs to be taken.

This could involve adding additional product categories with SEO-friendly descriptions, refining individual product descriptions (ensuring content is not duplicated), and expanding the text with relevant keywords.

A common practice is also to develop the website with a blog. A blog allows for regularly enriching the domain with new content, often created with SEO best practices in mind. This way, both the audience and Google’s crawlers are satisfied! Ultimately, the website owner also benefits as the site strengthens its online position and increases the chances of higher sales.

• It has a positive impact on Google Ads campaigns

Optimized websites can achieve better quality scores in Google Ads campaigns. Since there is an opportunity for domain ranking and enhancing its visibility online, while also positively impacting paid campaigns, it would be a missed opportunity not to take advantage of it!

• The cost of SEO services is fixed

The client is bound by the prices from the day the contract is signed. This makes SEO a predictable form of advertising in terms of expenses. A fixed set of keywords and an established budget for the service are advantages that many clients appreciate when using SEO services.

• SEO results are relatively durable

The results can persist for some time even after the contract has ended. A well-optimized website, with a strong link profile, will likely remain visible even after the SEO work has concluded.

Google remembers the actions taken on a website and considers them when creating its search result rankings. However, this is somewhat of a double-edged sword. Just as properly executed SEO actions can continue to pay off in the future, even after the contract ends, a poorly positioned website gains a “negative history” that affects the effectiveness of future SEO efforts. SEO specialists often encounter spammy link profiles (too many, too intense, excessively focused on certain keywords) with poor histories, which are difficult to improve. Simply put: Google remembers the past actions around a website and is less likely to trust it.

The visibility of a website for a given keyword does not depend on the budget.

• Fixed set of keywords

The set of keywords for which a website is optimized is essentially fixed. Any changes to this set require the approval of both parties, typically in the form of an addendum to the contract. This, in turn, motivates more careful consideration and analysis of the website’s content.

This stability is related to the technical aspects of SEO, which is carried out for specific keywords. Changing the set of keywords practically means starting the SEO process from scratch. The website may not immediately become visible for the new keywords. Making drastic changes to keywords every 2-3 months may not yield satisfying results. Keywords should only be changed in justified cases, such as when discontinuing a partnership with a manufacturer or removing something from the offering.

It is important to note that SEO does not promote keywords that do not appear in the content of the website. The stability of the keyword set for promotion distinguishes SEO services from Google Ads campaigns, where changing the keywords used for promotion is not problematic. However, working longer with a specific set of keywords in SEO results in more durable outcomes.

What distinguishes Google Ads campaigns?

We’ve already discussed the strengths of SEO. What about Google Ads? Let’s take a look.

• It is a service with an almost instantaneous effect compared to SEO.
  It’s as simple as depositing funds into the account, configuring the ad campaign, and starting to promote your brand online. An Ads campaign can provide virtually immediate visibility on the web, though it will take a bit more time to gather the necessary data for proper optimization.

For a campaign to produce conversion results, it must be set up correctly. Choosing the optimal cost-per-click (CPC) bids, excluding irrelevant keywords, and setting the CPC for specific devices, locations, or times of day will require time.

Google Ads works particularly well for seasonal industries. It also allows for quick updates to ads during promotions or sales events. The campaign can be paused at any time (e.g., due to out-of-stock items or issues with the website). Unlike SEO, Google Ads enables payment for clicks, allowing ads to be displayed for free and charges only when the ad is interacted with. If ads are ranked too low, Google Ads offers the option to increase the bid, thereby achieving a higher position.

• It generally doesn’t require changes to the website.
  Practically any website can be advertised using Google Ads without making changes to it. The exceptions include websites with poor structure, inaccessible to users, or those in industries where advertising is prohibited by Google (e.g., alcohol, pharmaceuticals, or cryptocurrencies).

With Google Ads, website optimization isn’t necessary. However, it’s advisable to ensure the site’s quality, especially in terms of content, as high-quality ads and websites can result in lower CPCs and better positions.

Domains that the ads direct to should always be closely related to the advertised product or service and rich in the keywords that made the ad visible.

• Flexible keyword set.
  During the campaign, it is easy to change the set of keywords or the message content. Google Ads is a very flexible tool, allowing for the exclusion of keywords that no longer generate conversions or are outdated, while simultaneously enabling the quick addition of new keywords.

Ad content, just like keywords, can be swiftly changed when necessary. Editing ad copy not only allows for updating the message, adding information about a promotion or a new offer but is also a very important part of campaign optimization. It helps encourage users to interact with the ad through a well-crafted call to action (e.g., Buy now! Call to learn more! Download the free app!), and also allows you to change copy that users are not responding to.

Google Ads allows multiple different ad texts to be added within one ad group, and once the appropriate setting is selected, it will show the most effective ads more frequently. The statistics in the account panel display the number of clicks and impressions for each ad, helping to determine which ad is the most popular.

• Flexible advertising budget
  It is possible to adjust the campaign budget to meet current needs. This is a convenient option to increase spending during important periods, such as the pre-holiday shopping rush, or to reduce costs after the season for certain products or services.

The Google Ads system, during high traffic periods, allows up to 200% of the daily budget to be spent (while simultaneously reducing it on “slower” days to balance out the total spending).

It is important to both monitor the speed at which the daily budget is spent and regularly top up the advertising account. With an incorrectly adjusted budget, there is a risk of running out of funds too quickly, which will cause ads to stop showing before the end of the day. Failure to top up the Google Ads account will result in the suspension of the ads until the budget is updated.

Why are SEO contracts signed for such a long period?

Because SEO is a lengthy process! You already know that its effects will take some time to materialize – nothing happens “immediately” here. For this reason, an SEO specialist needs at least a few months to implement the necessary optimizations and assess the actions taken. This is why SEO contracts for websites are signed for a long period.

Although it may be more accurate to say that these contracts are signed for an optimal period, which allows the implementation of improvements and the evaluation of the effects of proposed changes. The time suggested in the contract gives a sense of calm, ensuring that the entire process can be properly assessed before the client, who expected quick results, in a wave of negative emotions, simply cancels the contract.

Frequent changes of agencies

Are not recommended! Frequent changes of SEO agencies do not positively affect the optimization of websites and online stores. This often leads to changes in the links pointing to the site or their profile. The “style” of link building may also be modified. Any large-scale change can harm the SEO efforts, which is why they should be approached with due caution and sensitivity.

SEO is a marathon, not a sprint

Anyone who cares about completing a short-distance race at an express pace should forget about SEO. Here, you need to wait for the results of the actions taken. And distribute your efforts appropriately. Just like in sports! You won’t be able to run a marathon by exerting all your energy at the start.

Do you want to position your website or online store well? Plan your actions, divide them into stages (not everything “at once”) and implement them gradually. Allow time for Google’s crawlers to index the changes, monitor, observe, and evaluate the effects of the activities conducted. Slowly, precisely, and carefully!

Website optimization, i.e., continuous improvement

This is an ongoing process, dependent on changes in Google’s recommendations for webmasters, algorithms, and changing market conditions. However, the basic work – in quite a large scope – must be done at the beginning of the collaboration. Even the audit takes a long time. Therefore, for an average company, signing contracts for a period shorter than six months makes little sense.

If the SEO company has good reviews online, the risk is minimal. They are likely to approach every SEO task fairly, which means you will likely find out right away if certain keywords are within your reach with the given budget.

In light of the points described above, it becomes clear why SEO contracts are signed for at least six months. A shorter period does not serve either the client or the SEO company. The client may not see the results of the work in time, and they may also lose them by making a hasty decision.

The functioning of optimization and SEO-related activities also depends on when Google’s crawlers visit our site – of course, there are ways to speed up such visits, but still – it remains uncertain.

Search Results – What Does It Look Like When Website SEO Works?

What impacts website SEO and is visible to the average search engine user are the title, URL, and a brief description of the page’s content.

The description – along with the headline – suggests what the page is about. The better, more engaging, and well-targeted the content, the more spectacular the SEO results will be. The goal is not just to have someone land on the page and immediately leave. The user should find the information they were looking for. For example, if they are searching for information on Google Ads, the landing page should provide the answer to that query.

Page Title – typically contains around 80 characters.
Meta Description – ranges from 150 to 250 characters (Google periodically updates the rules governing this).
URL – should be as simple as possible and contain a few words that define the domain’s content.

These are just the tip of the iceberg, but it’s rare – in the competitive environment of Google search – for a page to rank first without optimizing these three elements.

DIY SEO vs. Agency SEO

SEO efforts can be divided into two categories: free (done independently) and paid (with the support of a professional agency).

There is an abundance of educational materials, courses, and webinars available online (we offer many of them through the Verseo Academy) to help you understand the topic of website SEO.

Access to knowledge is practically unlimited and within easy reach. Therefore, there is no reason why you shouldn’t try optimizing your website on your own. The key issue is whether you can effectively process the collected information and data and interpret it correctly. In short, how well you can turn knowledge into action. You need to accept that this will be a time-consuming process, filled with mistakes. But who doesn’t fall off their bike a few times before they can ride it? 🙂

If you can afford the time investment and have enough determination to continuously educate yourself and stay on top of the digital landscape – go ahead! It provides independence. Will the results be satisfying? Time will tell!

If, however, you prefer to dedicate your time to growing your business and making money, you can always opt for an SEO agency’s services.

Make sure the company you outsource your website’s SEO and optimization to has experienced specialists on board. A freelancer? That might be a good option, but you never know if they have the time to keep learning and testing. They may also engage in aggressive tactics that Google could deem unacceptable from an SEO standpoint. And who will bear the consequences? You know the answer.

Of course, there is concern that an agency with many clients might treat each one as just another number. However, this same concern can apply to freelancers. To find out the real quality of service provided by an agency or independent specialist, it’s best to ask for client reviews!

What Budget is Needed for SEO?

There is no straightforward answer to this question. SEO is influenced by many factors, just like the budget we need to allocate for our website or e-commerce SEO efforts to make sense.

It’s clear that with a very small investment, it will be difficult to expect spectacular results. So, if we’re aiming for the stars with minimal resources… we might be setting ourselves up for disappointment. A skilled SEO expert, after auditing the website and competition, will suggest what budget is required to compete with rivals and fight for the top positions in Google.

How to Measure SEO Effectiveness?

How can we know if the actions taken in SEO for a website or online store are yielding the desired results? Initially, you need to define the goals you want to achieve, and then determine the key performance indicators (KPIs) based on these goals.

KPIs should be tailored to the specific brand. However, some of the most commonly used and fairly universal KPIs include:

• Increase in valuable traffic to the website
• Growth in the number of conversions from organic channels
• Decrease in the bounce rate
• Increase in the number of keywords in the TOP10 and TOP50
• Improvement in the position of business-critical keywords
• Increase in the average time spent on the website

To assess the effectiveness of SEO efforts, specialized tools are also essential—such as Google Analytics, Google Search Console, and many paid third-party programs that allow monitoring of SEO activities.

How to Define Priorities in SEO?

No one knows your business better than… you! The same goes for the business goals you want to achieve. An SEO specialist can assist in determining the actions to be taken as part of the SEO plan for your website. However, they will need you to define your priorities. This means briefly explaining why SEO is important to you and what you aim to achieve with it.

Increase sales? Of course! But perhaps more important for you is to make your brand recognizable and regarded as an expert in your field? This is also crucial and has an impact on sales growth. Consider what results you want from working with an SEO specialist and clarify them. This will allow you to set a goal together and outline the path to achieving it.

Can a Website Once SEO Optimized Be Left Without Further Action?

Let’s assume you’ve achieved your goals in Google’s search results and appear in the top 3 for all the keywords that matter to you. Can you rest on your laurels? Well… not necessarily!

Yes, your high rankings will last for a while, but if your competition continues to actively work on their website, expanding content, or developing their backlink profile, you could lose your search engine dominance. It can be reasonably assumed that Google likes when “something is happening” on a website, indicating that the owner is keeping the content up-to-date.

Therefore, if you stop active efforts, you may experience a noticeable drop over time, and the cost you’ve already invested in SEO could be partly wasted. This can be painful, as SEO services are not cheap if you want to achieve good results.

SEO or Google Ads – What Should You Choose?

Should you choose an SEO strategy that takes longer to yield results, or should you opt for Google Ads for your website? Different solutions can work at various levels!

Search engine optimization (SEO) is a marathon. You need to prepare for it to bring real benefits after a few weeks, or more often, several months. In highly competitive industries, it could even take a year. Long-term, SEO is one of the cheapest methods of acquiring customers, but you need to be patient. Google Ads, on the other hand, can start generating leads almost overnight, based on the system’s set bids.

The choice between SEO and Google Ads depends on your financial capabilities and how quickly you want to see results. Google Ads, in the context of long-term business, is a relatively more expensive option, but it ensures a continuous and rapid influx of customers and a steady cash flow. With SEO, however, you need to wait for the results.

In an ideal world, a company should divide its budget, investing part in building the website’s visibility and the other part in gaining customers through Google Ads right away. However, in practice, most businesses cannot afford to split the marketing budget because it is too small.

Before making a decision, it is worth consulting with experienced marketers who can advise you on the right path after discussing your needs.

SEO or SXO – What You Should Know

The recently popular term SXO is simply a marketing blend of SEO and UX. SEO involves optimizing a website for search results to increase its visibility in Google. UX, or user experience, focuses on making the website easy to navigate and designing it in a way that encourages users to complete desired actions – such as placing an order, making a phone call, or filling out a form.

SXO, therefore, means combining actions to both improve a website’s search engine ranking and ensure that the conversion rate – the percentage of visitors who become customers – increases. However, agencies typically separate these two services because they require different specialists to deliver them.

What Affects Your Website’s Ranking in Search Results?

It’s often said that there are over 300 ranking factors. However, it’s important to understand that their weight in the ranking process can vary, and their significance is not fixed—it can change with each new update to Google’s algorithm. For the purposes of FAQ, these factors can be grouped into the following categories:

1. Domain-related indicators
2. Meta data and content
3. Page loading speed factors
4. Backlink profile
5. User-related factors – UX/UI
6. Google algorithm-related factors
7. Influence of other media on SEO, such as paid campaigns and social media
8. Other factors

SEO Audit – Why Is It Important?

An SEO audit is a comprehensive evaluation of your website by an SEO specialist, focusing on its visibility and how SEO is progressing for your website. Through an SEO audit, you can determine at what stage your website’s optimization is and receive a roadmap for future actions, both in terms of budget and timing.

It’s particularly recommended to conduct an SEO audit in several situations, such as:

• When you’re creating a new website or undergoing a redesign.
• When you experience a significant and statistically relevant drop in visibility in search results.
• When previous SEO efforts haven’t been effective, and the SEO process is not profitable for you.

SEO audits are also frequently performed to evaluate the work of another agency. While this isn’t a bad thing, it can lead to valuable insights into the process. However, keep in mind that some agencies use SEO audits as a tool to acquire clients, exaggerating the negatives of the current strategy while downplaying its strengths—often without fully understanding the existing SEO approach.

SEO is not always about what’s visible on the surface; much depends on the underlying assumptions and strategy. Therefore, before taking any action, it’s advisable to consult an audit with the people who have previously handled your SEO efforts to get their feedback.

The cost of a basic SEO audit typically ranges from 1,000 to 2,000 PLN. For larger websites and complex services, the price starts from 2,500 PLN and can go higher.

What is a Keyword?

A keyword is the foundation of SEO (Search Engine Optimization). The service of SEO and the effective ranking of your website depend heavily on keywords. It’s essential to understand what and how your potential customers are searching for in search engines and then ensure that your site appears for those search terms.

A keyword should not be too general because such searches typically lack purchasing intent, and the competition for these terms is usually very high. It’s better to focus on more specific phrases that indicate the user has done some initial research.

Example: The phrase “men’s shoes” may generate significant traffic for a site ranking highly for it, but its sales value will likely be lower than a more specific phrase like “men’s tennis shoes size 43”. Writing content based on these keywords is crucial for content marketing, and SEO services rely heavily on these keywords. The cost of SEO services is largely dependent on the competitiveness of these keywords.

What is a Sitemap?

A sitemap is an XML file that helps web crawlers navigate your site. With a sitemap, a crawler can quickly find important elements of your website, speeding up their indexing and appearance in search results.

The XML format is a universal language of tags that is independent of the platform or technology used. The sitemap XML file is essentially a list of URLs you want to point out to web crawlers.

The sitemap should include all important and public URLs, such as the homepage, subpages, categories, product pages, etc. With the sitemap, the indexing robot uses the ready-made list, so it doesn’t have to search through all elements on its own.

What is the Long Tail?

The Long Tail strategy, also known as “długi ogon” in Polish, is an SEO technique that focuses on improving visibility for more specific, longer search phrases. This strategy emerged when businesses realized, through competitive analysis, that general keywords are dominated by large, wealthy companies and often lack a purchase intent, despite generating significant traffic. These keywords may bring in a lot of visitors, but for smaller businesses with limited budgets, targeting them could be a waste of resources due to the fierce competition and the low commercial value of such traffic.

Instead, for small and medium-sized businesses, it is more effective to target the “long tail” — more specific phrases like “Nike soccer shoes size 39” that are used after the user has done some preliminary research. These types of searches often indicate a higher intent to purchase.

Although these long-tail phrases don’t generate large amounts of traffic individually, they tend to be more effective in converting visitors into customers. Therefore, building an SEO strategy around such keywords can offer the best return on investment.

Who are the SEO Specialists at Verseo?

Verseo works with over 35 SEO and content marketing specialists, as well as nearly 100 external copywriters. Their combined experience is key to the success of many projects we take on. In terms of SEO, we have achieved success across various industries, including fashion, beauty, home & garden, automotive, IT, manufacturing, and fast-moving consumer goods. You can find detailed profiles of our team members on the “About Us” page. 🙂

• A – Audit: A comprehensive review of a website and its links conducted by an SEO specialist. This forms the foundation for creating an individualized SEO strategy, including optimization, linking, website restructuring, and content updates.
• B – Blog: Running a blog on your website is a proven way to ensure a steady stream of fresh content, which boosts SEO. It’s also useful for internal linking.
• C – Content: Google is a text-based search engine, so content on your website is crucial for SEO. It helps Google understand the website, which influences ranking.
• D – Description: A meta tag in the HTML <head> section. Important for SEO, it should contain unique content with an optimal length (about 165 characters).
• E – SEO Results: The time it takes to see the results of SEO efforts varies. Typically, initial outcomes appear within a few weeks to months; for highly competitive keywords, it can take up to a year.
• F – Keywords: Keywords are the foundation of SEO. The ranking work revolves around these keywords, which are monitored to check their position in search results.
• G – Google Search Console: A free tool by Google for webmasters. It provides data on how Google indexes your site and notifies you about potential issues like 404 errors, penalties, or inaccessible resources.
• H – .htaccess: A configuration file used to control various aspects of your website, like redirects. SEO specialists often need access to this file to optimize site performance.
• I – Indexing: The process of adding a new webpage to Google’s index, enabling it to be found in search results.
• J – One Address : Your website should be available only under one address. Other variants are seen as duplicate content, which can harm your SEO.
• K – Google Penalties: These can be either manual or algorithmic and can lead to a drop in rankings or even the removal of your site from Google’s search results.
• L – Canonical Links: A canonical link tells search engines which version of a page to index when multiple versions exist, helping prevent duplicate content issues.
• M – Mobile: Google increasingly focuses on mobile traffic. Websites that aren’t mobile-friendly may see a drop in rankings.
• N – Nofollow: Links to external websites should include the nofollow attribute to prevent your site from being negatively affected by those external sites.
• O – One Page: A website with only a single page and no subpages. This setup is generally not recommended for effective SEO.
• P – PageSpeed Insights: A free Google tool that highlights aspects of your website that can be optimized to improve loading speed. Fast websites are favored by search engines.
• R – robots.txt: A file that gives instructions to search engine robots about which pages they can or cannot index.
• S – Structured Data: Data formats that help search engines better understand the specific features of your products, which is particularly useful for e-commerce sites.
• T – Title: A meta tag in the HTML <head> section. It’s crucial for SEO and should contain unique content of around 65 characters.
• U – URL: Friendly URLs make it easier for both search engines and users to understand the content of a page.
• W – Implementing Changes: SEO optimization often requires making changes on the website. This means providing access to FTP or CMS for the SEO specialist to make necessary modifications.
• X – Xenu: A popular tool used by SEO specialists to create the sitemap.xml file.
• Y – Yoast: A widely used plugin for WordPress, which aids in SEO optimization on websites.
• Z – Algorithm Changes: Google’s algorithm is not static, and regular updates can affect SEO strategies. Some links that once had high value may lose their significance after algorithm updates.

We hope this glossary helps you better understand SEO! Ready to take your website’s visibility seriously? Great! Contact us and let’s work together to improve your domain’s ranking. Will you team up with Verseo? 😉