How to create content step by step that gets more traffic

If you want to get visitors now, you need to create high-quality content first.

But before you start with the actual work, you should invest a little time in the planning.

Step 1: content planning

By now, you should have roughly defined your inbound marketing strategy and created a buyer persona.

Let’s take a closer look at critical strategic points related to content marketing:

Step 1.1: Define your rough topic

You start by defining your big topic. What category is your company in? Your topic could also be your industry here.

Step 1.2: Define your subtopics.

After you have defined your topic, you should consider the associated subtopics. As a rule, your topic is very rough. What components can you split it into?

With us, it is possible to divide our topic into the following areas: content marketing, social media marketing, blogging, search engine optimization, advertising texts, landing pages, conversion optimization, analytics, design, and marketing automation.

These are the pillars around which your content will turn.

If you follow these two steps, you have mostly automatically defined relevant short head keywords with which you want to rank in the long term. Short Head means that it is short keywords that are searched a lot, but accordingly have a lot of competition.

As a rule, you should find 5-10 subtopics. You can also call these topics or terms “seed keywords.”

Step 1.3: Think about content ideas.

Your seed keywords are the big categories for which you should create content. Here you can choose your rough topic or one of your subtopics (e.g., “Inbound Marketing”) and think about content ideas (e.g., “Inbound Marketing Benefits”) for your editorial plan . At this point, think about a publication rhythm such as B. “once a week”.

Et voilà, you already have an exciting idea and also a keyword that you should focus on. With this, you have automatically defined a long tail keyword. In contrast to the short heads, these are longer and therefore have fewer search queries, but less competition.

Step 1.4: Do keyword research

In between, you should always do little keyword research with the Google Keyword Planner and pay attention to the following points:

  • Relevance – How relevant is your idea to your potential customer? What does he expect? What exactly does your keyword describe?
  • Search queries – How often is your opinion searched for per month? Is the work worth it? Anything over 100 searches is worthwhile.
  • Competitors – How strong is the competition for your idea? How difficult will it be to rank with it?

Since it is not so easy to rank with short head keywords, you should first focus on long-tail keywords with little competition and pick them up first. Let’s do it too! 😉

Step 1.5: Choose the content medium.

In general, you should not start with several media (text, image, audio, video) at the same time, but limit yourself to one medium.

Even if you, For example, a good copywriter up to, creating content that has a marketing function is a bit of a bummer. You have to learn and perfect that first. I only started with text in 2012.

I also recommend that you do not create news-heavy content, but focus on evergreen content. Many of my posts from 2012 are still valid today and are shared diligently. Timeless content is much more efficient. Above all, small businesses always have to struggle with the scarcity of resources. That is inevitable.

Duration: about 1 hour

Step 2: content research

OK. Research doesn’t sound as exciting as letting your creativity run wild and creating content. But solid research is essential if you want to be successful with inbound marketing.

It is about collecting so much data (statistics, examples, quotes, theories, ideas, and stories) for your potential customer to provide them with sufficient information. This is also one of the most common mistakes I see:

Unfortunately, the content is often far too thin.

This is due to a lack of research. Fittingly, Wilson Mizner once said so nicely: “If you steal from an author, it’s called plagiarism. If you take from more than one, it is called research “. I don’t mean that you should copy other content. But you can calmly inspire yourself. After all, there is no monopoly on ideas. It is essential that you bring your own words, your own words, and only your way in your point of view. This makes your content unique.

You will then no longer have any blockages because you have plenty of material that you can use. Even if you’re an expert in your field, you should always research to find exciting ideas that you didn’t have before.

But how do I do it correctly?

Step 2.1: focus on a keyword.

When planning content, we came up with a few content ideas and found a few new keywords to match.

It is crucial here that you focus on a keyword. The trend is in the opposite direction, but that’s how you keep it friendly and straightforward.

Step 2.2: Brainstorming keyword variations

Let’s stick to our example with the advantages of inbound marketing. Here I have z. For example, simply search for “inbound marketing advantages”, “inbound marketing benefits,” and “inbound marketing advantages”.

Step 2.3: Scan the first 100 search results.

I checked the first ten pages for each of these terms, so I scanned all 100 search results. Here I mainly look at the headline and select the posts that seem appropriate to me. Sometimes I find inspiring and exciting articles on page 10. In-depth research pays off! 😉

Then I scan all the posts and filter out those that are not relevant. Amazingly often, there is still inferior content.

Step 2.4: Consume the found content.

Finally, I consume the content and keep taking notes at the same time. I also collect essential sources such as studies or statistics, which I will link later.

During this research, you automatically check your competitors. So look at what they do well and what they do bad. Then think about what you can do better.

Step 2.5: stay up to date.

Also, you should regularly consume a lot of third-party content to acquire plenty of inspiration, ideas, and metaphors. Therefore, you should also follow your influencers and look at their content.

Duration: about 4 hours

Step 3: Content creation

Anyone can create mediocre content.

But producing content that is regularly read, shared, and linked is a somewhat higher art. An art that is hard and takes time. The resources and knowledge needed.

Now let’s take a look at how the process works in detail. Whether you choose text, image, audio, or video, the workflow always remains the same:

Step 3.1: Think of your buyer persona.

First, take your buyer persona at hand, imagine it again in your mind’s eye and start producing content just for them!

Step 3.2: Create a heading

Your headline is the essential element. It is a promise in return for the valuable time of your prospect.

Therefore, make sure that your heading contains a benefit. What does your prospect benefit from? What’s in it for him? A simple trick here is to start with a “like you” heading. When you do that, you automatically force yourself to think about its benefits.

Take your time here. You should create at least 10-30 variations of a heading.

Always remember that everything is only temporary. The finishing touches come later. I always choose the first best. But over time, I keep changing it because I find something better.

Step 3.3: Create an introduction

With the introduction or the intro, you have to pull your prospect into your content. That is why it is the second most crucial element.

Tell something exciting here, make a definite statement, ask a provocative question, or list exciting statistics. Work here with things that draw attention. You are welcome to tell a story that, at first glance, has nothing to do with the topic.

Step 3.4: create a structure.

Then you think of a structure that breaks up your content into small parts. If you focus on the text, we are talking about the subheadings here.

Make sure that they are in a logical order (such as the post you are reading). You should also remember that the beginning and the end are essential. These are the points we humans remember.

Step 3.5: fill in the blanks.

If you have a structure, you have created a form that you only have to fill out. This makes the whole thing much more comfortable.

So start by writing down everything you can think of and what you’ve learned from your research. Don’t pay attention to structure or spelling. The main thing is to put your thoughts on paper!

Step 3.6: Don’t forget the conclusion

A missing conclusion is one of the most common points that I miss from our guest authors and generally on the web.

Therefore, summarize the entire topic in a few sentences, since many only look at the conclusion. In the end, feel free to ask an open question to encourage comments or make a direct call for action. An exciting cliffhanger is not wrong at this point, either.

Step 3.7: do the finishing touches.

You have now created a rough draft. Now you have to grind it again from start to finish.

The previous steps were your notes or script if you focus on image, audio, or video. Now it’s about the creation of the recording.

Make sure that your content is personal, that you use everyday language (content is not an essay), and tell stories.

Step 3.8: take a break.

Yeah, congratulations! You have a robust design! You can now retake a look at it, but editing or editing it doesn’t do much.

You’re just too blind, too deep in the subject.

So you shouldn’t do anything at first. It sounds ironic, but it is true. Have a beer or wine to celebrate the day. Relax! 😉

The next day you should start again with fresh eyes. I do it in detail like this:

  • Day 1: Research, brainstorm, and make enough notes. Then nothing. Then take a break.
  • Day 2: Make a first rough draft. Bring in a little structure and order. Then retake a break.
  • Day 3: Fine-tune your content until it’s perfect. Then feed him in and publish it.

It works well!

Step 3.9: Optimize for the search engine.

After the fine-tuning and the break, you take care of the on-page optimization. Here you simply make sure that your focus keyword appears in the following element on your page:

  • Title tag
  • URL
  • H2 and H3 heading
  • In the actual text
  • Bold or italic
  • Image, alt attribute, and filename
  • Meta description

Also, you could now do OffPage optimization and take care of what’s outside of your website. All to get links. But here is the most straightforward strategy to start with to create content that is automatically linked because of its added value.

Step 3.10: Add your content

Finally, you have to enter your content. To do this, copy your text into your CMS and, if necessary, upload your infographic, podcast episode, or video.

Make sure that your spelling is correct, that you are using further links and show notes, and that the formatting is designed appropriately.

Duration: about 4 hours

Step 4: content marketing

Unfortunately, the fun doesn’t stop after the content is created. That was only 50% of the work. You should spend the remaining 50% doing your doctorate.

The internet is just a crowded place. Your content may be great, but finding it is a problem.

Getting your content closer to your target audience is hard work!

To make things a little easier, follow the steps below. Of course, you don’t have to take them all now. But the more, the better results:

Step 4.1: Create an email campaign

Your audience should always know about your new content first. And email is still the best way.

Your email subscribers are your real audience.

That is also the basic idea of ​​inbound marketing. You start with a small audience and let it grow bigger and bigger, and they help you more and more to spread your content and your brand accordingly.

Step 4.2: Link from older content

Many like to forget this point. You should link from your older content to your new content. Here you already have perfect prospects and customers who may also be interested in your new content.

Step 4.3: Promote via social media.

Social media is the best place to discover content. That is why you should share your content there via your fan page, relevant groups, and also via your private profile.

Here you can promote your content more often. In the past, we only got a doctorate once. Today we do five promotions per content. Much more effective.

Step 4.4: leave comments.

High-quality comments that add value to entertainment are excellent content that can draw attention to your new content.

You should have thought about who your influencers are in your inbound marketing strategy. So leave comments on relevant posts and link your new content.

Step 4.5: contact your influencers.

If you’re already with your influencers, slowly build a relationship with them and ask them to share your content or link them where appropriate.

Step 4.6: Write guest posts

Guest posts are an excellent strategy to reach the audience you want quickly. Everyone involved benefits. Guest posts can also provide relevant links that can have a positive impact on your rankings.

Buffer has e.g., B. wrote 60 guest posts at the beginning and thus got 100,000 customers. Not bad, right?

Step 4.7: Unlock Paid Ads

You can also spend a bit of money and promote your content via social ads (such as Facebook ads) or search ads (such as Google AdWords). Facebook, in particular, makes it pretty easy with its boost function.

Step 4.8: be creative.

Finally, you can get creative with your marketing. Mint has z. B. worked with badges with something like, “I’m horny for mint” on it. Over 600 blogs took part, linked the website, and gave Mint a lot of visitors and links. Blog parades count e.g., B. also here. Or how about a crazy marketing stunt?

It is even more relaxed if you already plan your doctoral strategy when it is created. So you can e.g., B. mention, quote, and link your influencers in your content. So you have a good reason to let them know afterward.

Duration: about 4 hours

Step 5: content optimization

When many hear “content optimization”, most think of the search engine. But just focusing on it here is a bit too short.

After all, inbound marketing is about more than just the search engine!

So let’s take a look at the individual steps to optimize your content so that it produces better results.

Step 5.1: optimize your content.

First, take a look at your visitors. Does your content marketing work at all? Do you even get visitors with your content?

If not, you should first look at your formatting. Your content has to be attractive. Even if that sounds like a trifle, I often stumble across content that looks inferior but is not.

Then you should look at your quality and ask yourself if your content is of high quality. At this point, also look at your grammar, spelling, content length, and whether you get to the end.

Step 5.2: optimize for social.

In this step, you look at your shares. Is your content shared at all? That’s a good factor in whether your content is of high quality.

Another, not so unimportant, point is the social media images. Do you have an exciting picture at all? Can you see your intriguing headline in the picture?

Also, it can only be due to marketing. Therefore, check again if you can go more about influencers and guest posts.

In some industries (most sensitive topics), content is not shared publicly. Here you simply have to focus on the search engine.

Step 5.3: Optimize for Search

Here you look at the absolute criterion: your rankings. How well does your content rank for your focus keyword? You should also see how many links your content has received. Links are still one of the most crucial ranking factors.

What can you do about it? First, focus again on the good old OnPage optimization and see if you meet all the points from step 3.9. Often you go over here quickly and like to forget some points! 😉

You can still do link building and ask for links to essential content influencers, magazines, bloggers, and other websites. The best thing to do is simply go through guest posts here.

Step 5.4: Optimize for conversions.

Finally, you look at the business indicators. Is your content already generating leads? Can you attribute your content to your sales?

What you can do about it is challenging to say. Then you probably have a strategic problem. Then you should dig in-depth, conduct interviews with your prospects and customers, and try to find out why.

Check out what the best content is. Why does it work so well? Can you create more content like this?

Duration: infinite


The core of inbound marketing is always about content marketing. So you have to start with quality content to get traffic.

But before you start, you should plan a bit and think about your keywords and content ideas.

After that, you should do extensive research and collect enough data to provide your prospect with enough information.

Only then will you be able to create content that delivers value.

Once you’ve created your content, you should market it via email, social media, comments, influencers, guest posts, and paid ads.

Your content is never perfectly optimized. Always better. That’s why you should run there regularly.

Inbound marketing is a journey. And no campaign.

Why use WordPress? Here are 10 good reasons

If you’re wondering why to use WordPress, you’re in the right place. Reflecting on this question means that you have at least researched WordPress or heard about it from a friend or colleague. But that does not mean that you have weighed the pros and cons or that you have thoroughly checked the features.

Therefore, we would like to analyze the benefits of using WordPress for you, giving you a clear overview of why this is the most popular content management system and website creation software in the world. WordPress can do everything!

The dilemma of the website – Why use WordPress?

Each has its advantages, while many are used more often for specialized websites for specific purposes. For example, Shopify only makes sense if you manage an online store. This is not a platform with which you would start a blog and then turn it into an e-commerce shop. Magento is in the same boat. Other builders of websites and platforms have more flexibility, and these are usually the most popular ones.Are you tired of the slowness of WordPress hosting & lower support? 

All, from Squarespace to Wix, have excellent tools for some skill levels, but we’ll explain why you should use WordPress on all your projects.

  1. The software is free and open-source
  2. It fits so you can do any website
  3. It supports many types of media
  4. It’s easy to learn, and there is a vast community
  5. You can enlarge and develop your website with themes and plugins.
  6. You do not have to be a genius to get there.
  7. SEO goes first
  8. You have total control of your website
  9. The blogging system is, by far the best in the industry.
  10. Everyone does it

Using WordPress is a breeze. There is a reason why 34% of the web uses it.

1. The software is free and open-source and are entirely free. You can learn the difference between the two here, but in short, is a self-hosted version where you control your entire site and enjoy advanced plugins. works excellent for complete beginners, but it’s not exactly the best for a company that plans to make money, getting away from makes sense. It has higher paying plans, but we recommend it for personal and leisure blogs.

However, now, WordPress is free to download for everyone. This is an open-source project that has existed since 2003. This means that a collection of contributors develops WordPress. Open-source projects are usually free, with large communities. Users often participate in this community as beta testers or brand advocates, but there is no requirement to participate if it’s not your style.

Warning: Although the WordPress software is free, you will most likely end up spending a little money. A host hosts WordPress, so hosting is necessary. This can start at around $ 3 per month, for really cheap shared servers, and go up to a few hundred a month for those who need ultimate speed and performance.

You can usually find themes and plugins for free, but the more expensive ones (for a fee) often offer better features and better support. Finally, many WordPress users end up paying for additional services, be they freelancers or agencies. For example, you could pay a freelancer to design a logo for you or adjust some of the CSS code of your site. Other WordPress users want to keep graphic designers or on-call maintenance experts. It all depends on your experience and the size of your website.

However, overall, you can keep your WordPress costs to a minimum. Many webmasters end up paying only for hosting.

See it in action:

When you browse the site, it explains the basics of the platform, but the only button (in addition to the usual menu) is a link to download WordPress.

This brings you to a free download page, which is updated frequently according to the latest version (currently WordPress 5.2 +). This gives an instant overview of how WordPress software is presented to users. You are not bombarded with banner ads or invited to answer a survey before downloading the free software. You see a basic page with descriptions, beta versions, requirements, source code, archives, and a download counter. It offers multiple download options (such as .zip and .tar.gz files) and the proper instructions for installing the WordPress software all by itself.

The easy installation method

If you are looking for an even more straightforward installation method, we recommend you turn to your host. The most famous hosts have one-click installation buttons to run WordPress in minutes.

Thus, it is not necessary to manage the files and download them by FTP. Managed WordPress hosts go one step further by supporting installation, maintenance, security, and backups in their entirety.

As for updates, you do not need to return to the download page every time a new version of WordPress is published. Instead, WordPress informs you of the update in the dashboard, where you can usually finish the process in less than a minute.

2. It fits so you can do any website

One of the common misconceptions about WordPress is that it is primarily aimed at creating blogs. At one point, it was the case. WordPress has been developed as a blogging platform, but it has changed dramatically with the different new versions over the years.

Its blogging roots favor WordPress. This is by far one of the cleanest and fastest ways to write and publish blog posts, and it’s all included right from the start. Some web design tools first think about design and applications, and then the blogging interface comes afterward as a reflection.

This is not the case with WordPress, so you can create a beautiful e-commerce site and know that the blog is an integral part of the development process.

See it in action:

The list is endless, but here is an overview of the types of websites that you can do with WordPress:

  • blogs
  • Business Websites
  • Portfolios
  • Forums
  • Ecommerce Sites
  • Evaluation websites
  • Membership sites
  • eLearning modules
  • chatrooms
  • Galleries
  • Personal websites for self-promotion
  • Job posting sites
  • Directories of companies
  • Q & A sites like Quora
  • Non-profit websites for fundraising
  • Wikis and knowledge bases
  • Media-centric sites like YouTube
  • Auction sites and coupons

The list is far from exhaustive. The excellent news with WordPress is that the functionality for things like forums and e-commerce websites is achieved with simple plugins and themes. So, for example, if I wanted to make an online portfolio for my web design company, I could go with the theme below. All it requires is paying the one-time fee, downloading some demo data, making the changes I wanted to make myself.

The screenshot below is a reasonably popular e-commerce theme that pairs with the WooCommerce plugin. WooCommerce is one of the main ways to turn your regular WordPress website into a functional online store, with payment processing, a shopping cart, and product galleries.

There are also many other eCommerce plugins like Easy Digital Downloads (usually used for selling digital products) and WP Ecommerce. 

The last example below shows a forum. This website was built from a theme, but you can also consider searching the Internet for plugins for some forums. Many are available if you have already chosen a cool theme, but it does not have a forum feature. Moreover, that’s exactly the way to accomplish different types of websites with WordPress. Write down the functionality you need, then go to Google and see if there are any plugins or themes that are right for you. I bet you will always find good results.

3. It supports many types of media

Feel free to check out the long list of accepted file types for WordPress, but be aware that the following main categories are all accepted:

  • imagery
  • Documents
  • Audios
  • Videos

From my own experience, I have never seen WordPress tell me that a file is not supported. You can expect to download common files like .jpg, .png, .gif, .pdf, .doc, .pptx, .mp3, .m4a, .mp4, .mov, .wmv and .avi. Also, you will have no problem with less known file types like .odt, .key, .ogg, and .3gp.

Moreover, although some file formats, such as SVGs, are not allowed, there are good ways to work around this problem. In short, if you want to put a photo, a gif, a video, or a document on your website, it’s usually a breeze with WordPress. It is even common to host documents and presentations on a website without publishing them on a specific page.

A word of warning

Yes, WordPress supports virtually all types of media. However, you must follow the rules and use only the media that you own, which you can download for free or use when the credit is granted.

Here are some places to find legal media such as photos and videos:

See it in action:

As an excellent example of WordPress media, the Sony Music website promotes music tracks and videos. As a result, you can often find several forms of video and audio clips on the website. Plus, it’s a very illustrated site, as you can see with Kenny Chesney’s big photo in the header. Although some website builders are improving in media support, it seems like you will almost always find something that is not allowed.

The Variety website also uses WordPress, and its home page is dotted with items such as background images, short video clips, movie trailers, animations, music tracks, and film galleries. Television programs. It’s hard to find a better example than Variety because every article written for the entertainment magazine has something to do with the media.

4. It’s easy to learn, and there is a vast community

As open-source software, WordPress can be used by anyone. The user base is not limited by price, high-end customer support, or even skill level. Of course, there is a lot to learn about WordPress, but anyone can play with the dashboard for ten minutes and begin to understand how the interface works.

Moreover, since there are not many obstacles to accessing the software, users have created blogs, forums, online courses, seminars, webinars, and books, all describing different aspects of the platform. WordPress. Then there is the more official WordPress customer support. You can either pay extra for dedicated support or work on WordPress forums.

It’s amazing how many resources there are to learn more about WordPress or get quick answers to development questions. For example, you can follow a blog like this to receive a steady stream of WordPress tips in your mailbox. On the other hand, you can also search on Google to find immediate solutions (WPBeginner is known for its fast solutions).

See it in action:

We see the WordPress community as help in two parts of the learning process:

  • Organized training for long-term knowledge.
  • Quick solutions to your WordPress problems.

WordPress training is free or paid, but one thing is for sure: The best online courses are well organized, affordable and filled with information that you can use yourself, give to your customers or share with your employees. For example, the WP101 website is a well-known training spot with a flawless video course on the following topics:

  • WordPress 101
  • WooCommerce 101
  • The Yoast SEO plugin

Once you get to know WordPress through a training course, you will end up working with your websites. As WordPress does not provide traditional dedicated support, you will need to turn to blogs, forums, Google, and other online communities.

The main WordPress support forum should do the trick for most of your development situations. In the screenshot below, you’ll see topics to repair WordPress, networking with WordPress, localhost installations, regular installations, and more. I am more of the type “search on Google and see what you find”, but forums and blogs are essential to solving problems promptly.

In terms of premium plugins and themes, these developers typically provide their dedicated support via knowledge bases, forums, ticket systems, and emails.

WordPress Support Forums

5. You can evolve and expand your website with themes and plugins

We’ve already explained how WordPress themes and plugins make it easy for you to build a website, but these are also essential for scaling. For a standard blog, you’ll grab a theme, adjust the design, and start blogging. The same goes for a website or a business portfolio.

It is common for themes to serve as the basis for the site. After that, the design work is minimal apart from a few color changes, logo additions, and of course, new pages, and blog posts.

However, from time to time, you realize that you have to add something new to your website. Maybe your customers are clamoring for a membership section for your site, or you may have realized that a monthly quiz is a great way to get customers to interact with your brand. In both situations, a plugin corrects the problem.

For example, many excellent membership plugins convert part of your site into a community. Some are free, and some are paying. The same goes for quiz plugins.

The expansion of the site is not only done with plugins

Yes, plugins usually do the trick when it comes to adding features to your site. Most of the time, you only need one theme to launch the site.

However, as your site grows, you will begin to notice different needs for your site, as well as changes in the industry. An excellent example of this was when Google started rewarding responsive mobile websites. In the space of a year, it seemed that all developers of WordPress themes had started selling designs adapted to mobile phones. As a result, many website owners needed to get new themes.

It is also common for growing websites to get new themes for the following reasons:

  • A fresh look is necessary.
  • It is necessary to move from a free theme to a more robust premium theme.
  • The owner of the website wants better customer support from the developer of the theme.
  • There has been a change in what the company offers online.
  • The site owner needs different tools that plugins can not provide.

See it in action:

Finding a WordPress theme is as easy as doing a Google search. You can find an avalanche of lists covering different categories of WordPress themes. Try searching for “Real Estate WordPress Themes” or “Flat WordPress Themes”, and you’ll see many choices. However, your best choice is to choose from a WordPress theme store and/or a trusted developer. This gives you quality support, fast, well-optimized code, and updates for the long term.

Here is a list of some famous and famous places for the themes:

There are also online themes markets. However, be careful with these because sometimes the developers will disappear from the surface of the planet, leaving you with an unsupported theme. However, they also have a great variety, and there are high-quality themes, look a little further:

Plugins are similar to themes in that you can find both free and premium versions. The only difference is that professional websites much more commonly use free plugins. Free themes are great for personal blogs and beginner blogs, but pros usually spend between $ 50 and $ 100 to get a much better premium theme. 

This is not always the case with plugins; however, since many of the best plugins have always been free. You can search for new plugins via your WordPress dashboard or go to the WordPress plugin library . This library contains more than 50,000 plugins, most of which are free (or on the freemium model). The library has everything from caching to forum plugins, spam, and social media plugins. Installing a plugin takes no more than a few minutes, and each of the plugin’s pages includes screenshots, feature lists, and even some demos.

Many premium plugins are also sold on the Internet. The main difference between a free plugin and a premium plugin is that you often get better customer support with a paid plugin. Here are some excellent places to look for premium plugins:

6. There is no need to be a genius to handle it

Web site developers often sell expensive packages that require an upfront down payment and a recurring monthly payment for maintenance. The only problem is that WordPress is not so difficult to manage if you learn the ropes, and if you follow proper training. Managing a website usually involves several things:

  1. Make sure the server is excellent.
  2. Check security.
  3. Run backups.
  4. Update plugins, themes and WordPress software.
  5. Manage spam.
  6. Check functionality and broken links.
  7. Improve speed and SEO.

You do not personally check the server, and it’s about getting a good web host and seeing if the site is running at all times. Security and backups are handled either by plugins or by a managed WordPress hosting plan. Everything else on the list needs to be done only occasionally.

For example, you will probably want to install a cache plugin to improve the speed of the website. The same goes for SEO. The Akismet plugin supplements spam management, and there are plugins for broken links.

See it in action:

One of the only manual maintenance tasks is to update the plugins, themes, and WordPress itself. The good news is that WordPress informs you when updates are released. Therefore, you update every time you see the warnings. It usually takes less than a minute for updates, and then you can get back to work.

Update of WordPress plugins

Everything else (like SEO, backups, speed, security, broken links, and spam) can be managed using plugins. For example, the WP Time Capsule plugin is a beautiful tool for incremental backup of files and databases. The plugin runs in the background. If a file is corrupted, or if your site crashes, the restore function is there to solve the problem.

Also, check out these three organization tips for WordPress users who can help you manage the admin dashboard a little easier.

7. SEO goes first

WordPress is known to have SEO built into the platform. WordPress automatically generates title tags and meta descriptions for all your pages and articles. This allows search engines to know your content, which will allow you to be indexed and eventually climb the rankings. As with everything in WordPress, there are also more advanced features offered by plugins and online tools. Here are some SEO favorites to consider:

See it in action:

The Yoast SEO plugin is also a must for any WordPress site. The default SEO tools in WordPress are excellent, but Yoast takes them to the next level.

Below is a section of Yoast that asks you for the main keyword. It can be a page or a blog post. By targeting this keyword, Yoast analyzes the current article or page and shares your effectiveness in targeting the keyword. You’ll see keyword density, thoughts about keyword placement, SEO title endorsements, page title suggestions, and more. This is basically a giant checklist to help you do the best SEO possible for each page.

Yoast SEO focus keyword

8. You have total control of your website

A Google search for “website builders” or “website platforms” gives all sorts of results. WordPress will most likely be on all website building lists, with competition like WIX, Squarespace, Joomla, Magento, Shopify, Weebly, and Jimdo. All of this is ideally suited for creating websites, but those that are not open source, like Squarespace, Shopify, and WIX, limit your control to all the features offered in the premium packs.

This leaves you with some limitations like the following:

  1. The e-commerce feature is usually integrated, so it is not much you can do to develop with plugins.
  2. You are usually stuck with the accommodation provided. You do not have the freedom to test hosts and opt for the best value for money or the best performance.
  3. The code adjustment is limited to what companies share with you. Worse still, you find yourself stuck with a unique coding language, like with Shopify (it uses a language called Liquid). In short, it almost guarantees that you need to hire a specialized developer for changes that you can not manage yourself through the Publisher.
  4. Technically, you do not have full ownership of your site and its content. You rent the website of these companies. So when you stop paying, all those files and pages are either lost or owned by the company. With WordPress, you own the files, and no one can stop you from moving them to other hosts.

See it in action:

The Appearance tab is the control center for all WordPress customizations. This is where you have carte blanche on themes, fonts, colors, widgets, menus, logos, and code. Just about anything you can think of can be adjusted here. It’s great for beginners, intermediates, and advanced users because it limits the amount of code you touch while speeding up the development process.

Besides, several themes have their customization modules, or you can install a drag-and-drop editor almost to eliminate the need for coding.

Customize the appearance of WordPress

Besides, several themes have their customization modules, or you can install a drag-and-drop editor almost to eliminate the need for coding.
Customize the appearance of WordPress.

As with advanced editions, all site files are accessible via the WordPress dashboard, your hosting account, or via a local environment. Whether you’re trying to insert a code snippet for Google Analytics, or trying a complete redesign of the CSS on the home page, WordPress covers you.

WordPress appearance editor

9. The blogging system is by far the best in the industry

WordPress was born as a blogging platform. It had its competitors, but nothing compares currently to the power, elegance, and advanced tools found in the WordPress blogging engine. Options like Tumblr, Medium, Ghost, and Blogger, are all perfectly suited to fans, but the pros opt for WordPress. An incredible set of tools can be found in the WordPress blog editor.

You can keep a simple blog from a single author by taking advantage of layout tools and media tools. There is also the possibility of creating a complete online magazine by programming very excellent articles and defining several types of users for contributors and publishers. In addition to previewing options, editing everything in the article, and keeping the code entirely out of the equation, you really can not beat WordPress.

See it in action:

One of the benefits of the WordPress blogging platform is the permissions or roles of users . Suppose you run the site as an administrator. This means that you have access to files, all plugins, SEO, and security tools. You hire a publisher and three editors to create the blog’s content. The only problem is that you do not want them to have fun with anything other than blog posts.

Therefore, you can define one person as the publisher role and the others as contributors. The Publisher can now edit and publish articles, while Contributors can create articles but not publish them.

Roles and permissions of WordPress

We can also look at the blogging interface to see how powerful and well organized it is. You can add media and change formatting by clicking a button. It allows you to change the title and the permalink at the top, and there are options for categories, tags, and readability. Revisions are displayed to go back and retrieve previous versions, and the Preview and Publish buttons await you to the very end.

WordPress Editor

The “Visual” view displays the preview, similar to what end-users will see. You can also switch to the “Text” view, which reveals all the content of your article in HTML format.

Displaying HTML text in WordPress

10. Everyone does it

So jump off the bridge with them! Just because everyone does something does not mean it’s the best reason to follow them. However, WordPress has proven itself many times, which has made its performance, scalability, and ease of use known. There is a reason that more than 33% of all websites on the Internet use WordPress.

Patrick Coombe, a well-known SEO, asked website owners and marketers about : “If you could start your website again, what would you change? This is what Larry Kim , the founder of WordStream, had to say:

WordPress vs Drupal

WordPress is doing something right. You do not have to sacrifice too much to test it. As mentioned, the WordPress software is free, and most web hosts have some money-back guarantee.

Most experienced WordPress users will congratulate developers for their constant updates and improvements. What’s cool is that every time an update is published, there is an information page that describes how the update will enhance the WordPress experience.

See it in action:

62% of the 100 fastest-growing companies in the United States (Inc. 5000) use WordPress. –  Nelio Software

WordPress has a full storefront of brands using WordPress, which includes everything related to the Houston Zoo, the Obama Foundation, and even Toyota. Some other notable ones include The Tribune Media Group, JQuery, Plesk, The Chicago Sun-Times, Dyn, Nginx, TechCrunch, and many more.


You can check this tutorial video:

Originally posted on: Kinsta

Google Ads: Build Audience Strategies to Improve Your Targeting and Performance

Initially absent from Google Ads (formerly Adwords), the concept of target audience reaches the advertising network in 2010. The arrival of Facebook in the advertising market in 2007 with the promise of being able to target individuals via their profiles pushed Google to follow suit. So far, Adwords has been offering its advertisers to target search terms on their engine or affinity placements on their AdSense inventory and Display network. In 2010, the first audience on Adwords was the advertiser site itself, which allows the advertiser to remarket with Google.

Almost ten years later, Google Ads has developed new possibilities. How to exploit these audiences? How to analyze its performance of campaigns with the notion of the audience? Which strategy to adopt?

Let’s discover the stakes of search engine marketing (SEM)  as part of a Google Ads audience strategy.

  • What is the audience?
  • Group your audiences
  • Different types of audience
    • Audiences from Google data 
    • Audiences from Advertiser Data
  • How to exploit audiences?
    • The types of audience available by type of campaign
    • Custom audiences: your audience, created by your care
    • Maximize the transformation of your traffic
    • Harness your CRM data 
  • Audience Optimization Strategy
    • Prerequisites and best practices before optimizing
    • Optimization method
  • New upcoming hearings

What is the audience?

An audience is a user profile based on one or more criteria.

Every second, many users search the Internet or browse sites/applications. The constitution of a hearing amounts to proposing an answer to the question: “ Who are they?  ”.

Google uses multiple sources of data to qualify the profile of its users, the main ones being: 

  • The search history,
  • Gmail Messaging,
  • Browsing history (via Chrome or the Google Display Network),
  • YouTube history,
  • Google account activity.

Using audiences in the Google Ads control room qualifies profiles of users who may be exposed to your ads.

Group your audiences

  • Good practice is to already classify users into 3 large clusters: 
  • Customers  : Already users of your services, they present a challenge of potentiation and retention.
  • “Hot” leads  : This is your “incubator” where we classify the users who have interacted with your services, but who are not yet customers. We can also talk about Lead Nurturing’s strategy.
  • Prospects  : Users who are a target for your services and have never interacted with your brand.

Today, at JVWEB, an e-marketing agency specialized in SEO, we estimate that an advertiser misses 20 to 30% of its conversions if it does not use an audience strategy.

If we take the subject from another axis, the AdWords account performance analysis tool, Seiso, shows that an advertiser can waste up to 45% of its budget on irrelevant audiences ( to exclude therefore from his campaigns).

Different types of audience

Audiences are determined from different data: data from Google or data from the advertiser.

Audiences from Google data 

  • Demographic /Geographical: Allows you to reach or exclude people who are most likely in the same age, gender, parental status, or income group.

  • Affinity: Enables you to reach or exclude people who are actively looking for products and services like yours.
  • In-Market: Allows you to reach or exclude people interested in products or services like yours.
  • Similar: Find new users that are the same as those in your remarketing lists ( -29 % average cost per acquisition observed – source: JVWEB ) or similar to interests, or (and then it becomes mighty) a list of Customer Match.

Audiences from Advertiser Data

  • Visitors: Allows you to reach people who have already visited your website. This is called remarketing or retargeting. Decrease of the average acquisition cost observed for this hearing in Remarketing List For Search Ads (RLSA): – 44% (source: JVWEB).
  • CRM: Reach people who are from your CRM database from the qualifying elements that it can provide. This is called Customer Match. 
  • 💡 NB: it is more than strongly advised to provide to Google Ads an encrypted data file, especially if you go through a tier (consultant, agency …) to manage your campaigns.Decrease of the average acquisition cost recorded for this Customer Match hearing: – 57% (source: JVWEB).

How to exploit audiences?

The types of audience available by type of campaign

Type of campaign Type of audience

Search & Shopping Audience on the market, remarketing, Targeting by customer list, Similar hearings.

Display Custom affinity / affinity audience,Personalized intention, market audience,remarketing,Similar hearings.

Video Custom affinity / affinity audience, Personalized intention, life events, market audiences,remarketing,Targeting by customer list,Similar hearings.

Custom audiences: your audience, created by your own care

You know better than anyone what users are likely to be inspired by your brand. This is where your business expertise should allow you to control the automation of the tool.

The method : 

  1. Identify your target heart,
  2. Touch them with a minimum of waste,
  3. Measure your performance with these audiences.

It is necessary to think of its approach by audience according to the level of engagement of your prospects.

Maximize the transformation of your traffic

Use retargeting in Search and Shopping

To this must be added the behavioral dimension: we must take into account the level of depth of the conversion tunnel and the level of commitment of the user that you will target.

💡 NB: The conversion rate in retargeting via the Shopping + Search network is 20% higher than in the standard survey (source: JVWEB) .

So you can create three different lists with separate bid strategies to target users based on their level of engagement in the conversion path.

We recommend that you start your campaigns by setting high enough bids to improve your learning curve and reduce the time you spend in the optimization phase.

Use similar audiences

Google Ads automatically adds similar audiences based on your own viewers.

Harness your CRM data 

Segment your database to export as many contact lists.

Then integrate them as Customer Match audience lists in the Google Ads interface

Audience Optimization Strategy

Prerequisites and best practices before optimizing 

Before you start, make sure everything you need is in place: 

  1. A Google Ads remarketing tag is present on all pages of your site.
  2. You have allowed Data collection for remarketing in Google Analytics, and your Google Analytics account is linked to your Google Ads account.
  3. Your audience lists are well created with a satisfactory level of granularity while keeping for each a floor size ( 100 contacts per list minimum ).
  4. All your audiences are added to your campaigns in ” Observation ” mode.

We also advise you to:

1. Use Audience Insights to identify the types of profiles your audience has.

Use the audience statistics tool accessible in the Google Ads account

2. Create duplicate audiences with Google Ads and Google Analytics to maximize the size of your lists.

3.  Allow time and observe performance when volumes are significant before making decisions (2 weeks to 3 months, depending on the activity level of the account).

Optimization method 

A Google Ads Seiso report can immediately identify the best and most problematic demographic audiences, at the overall account level, but also for the most important campaigns.

On this basis, the optimizations to envisage: 

  1. Adjust your auctions up or down depending on the performance of your audience (based on the ROI or the cost per acquisition).
  2. Exclude audiences that are not performing well.
  3. Offer personalized messages.
  4. Use Smart Bidding and feed the Google algorithm with your data

Finally, consider customizing your messages within the same ad with the “if” function. So you can fine-tune the communication or push relevant offers (for example coupon first purchase for prospects, free delivery for customers …).

From a business point of view, it can be essential to integrate the notion of lifetime value into your audience strategy.

Indeed, depending on your business model, it may be that a customer’s profitability is achieved after several conversions.

In Google Analytics, you will find a report on the value of the customer. Customer value data is available in all Analytics accounts. No modification of the tracking code is necessary.

  1. Sign in to Google Analytics,
  2. Access your view,
  3. Open the Reports section,
  4. Select Audience and then Customer Value.

Google is based on a traditional RFM (Frequency Amount Frequency) to calculate a relative value of the client on 90 days maximum (for now).

With this crossover data, Google will generate different audiences that will be imported into your Google Ads account and that you will be able to notice with different bid strategies (we usually recommend a Target CPA or Target ROAS strategy).

It seems that this report is useful from 1000 conversions/week.

New upcoming hearings

Some accounts can find audiences with little or no data.

For example, Google Ads hearing about household income.

Google ad teams have announced that significant progress will be made on these reports to provide advertisers with maximum data for their optimizations.

The new audiences: 

  • Parental status: today limited to a simple yes/no, the familial status of the user will be enriched with data about children: number, age and grade level.
  • Marital status: this new hearing will help to know if the user is single, married, or in a couple (out of wedlock).
  • Level of education  : User’s level of education – Bac and Master.
  • Housing  : Does the user own or rent their home?

The importance of audience strategies in an automation context

Google Ads is in the direction of growing automation of campaign management (Smart Bidding, Smart Shopping …). To stay in control of his actions and machine, the advertiser will have less need to be a technician but will have to strengthen the finesse of its strategic approach.

Audience strategies are therefore essential to master in this context: they will optimize costs by excluding unprofitable segments and maximize volumes on high value-added audiences.