Internal linking – what is it and why is it effective?

Internal linking is one of the most important elements included in search engine optimisation. In order to be at the top of the search results, backlink acquisition, content optimisation and technical SEO must be a priority. Internal linking is also important, as it affects the navigation of the website, the correct indexation of its pages and, ultimately, its usability. To find out the definition of this concept and why internal linking is effective – read this article! Enjoy your reading.

What is internal linking? – definition

Internal linking is the process of creating hyperlinks (links) between different pages within the same website. It involves placing links in the content of pages that direct the user to other categories on the same website.

Image 1. Internal linking to categories and products using the Douglas brand as an example. Source:

Why is internal linking effective for SEO? – 5 reasons!

Benefits of internal linking:

  • promotes indexing,
  • facilitates positioning of other pages in Google,
  • makes the page more intuitive and useful,
  • increases user engagement,
  • minimises rejection rates.

See the following paragraphs for details.

1. Supports indexing

Search engines use robots (so-called ‘spiders’ or ‘crawlers’) that browse through websites to index their content. Internal links act as clues for the robots to help them find and reach other pages on your website. If the selected pages are correctly linked internally, crawlers can more efficiently browse and index the entire site, which affects visibility in search results.

2. Facilitates the positioning of other pages on Google

Internal linking can help transfer ‘power’ (link equity) from the more prominent and popular pages on your site to less prominent or new sub-pages. When a site receives internal links from other high-value sites, this increases its value in terms of SEO. The transfer of link power helps to increase the visibility of pages in search results and can lead to better positions in the SERPs.

3. Makes the website more intuitive and usable

Internal linking makes it easier for users to navigate your site. By placing relevant links in your content, on navigation bars, in footers or in other strategic places, you can ensure thematic consistency and allow users to quickly navigate between related content. This makes the site more intuitive and useful for users, who can easily find the information they need or navigate to related sections of interest.

Image 2. Internal linking in the menu making the website more intuitive and useful using the Notino brand as an example. Source:

4. Increases user engagement

Internal linking can increase user engagement on your website. By directing internet users to other valuable content within your site that may be of interest to them, you encourage users to stay on the site longer, click on different links and explore additional content. This increases overall user engagement, which can have a positive impact on your site’s position in search results.

5. Minimises the rejection rate

The rejection rate reflects the percentage of users who leave a site after entering it without performing any additional actions. A high rejection rate can be negatively interpreted by search engines as a signal that the site is not interesting or does not meet users’ expectations. Internal linking can help keep users on the site by directing them to other valuable content that may be of interest. This minimises the rejection rate and has a positive effect on how the site is rated by search engines.

Internal linking – the most popular internal linking strategies

We discuss the most popular internal linking strategies below:

Internal links in the page content

Placing internal links within the text of the article or page content itself is a popular strategy that allows users to easily navigate between related content. This can be done by referring to other articles or pages that are thematically related to the content in which the link is placed. Internal links in content are easily visible to users and encourage them to explore the site further.

Internal links to the navigation menu

Navigation menus are often used for internal links, allowing users to quickly access different sections or sub-pages of the site. Navigation menu links are usually visible on every page of the site and provide an important navigation point for users, helping them to find the information they need.

Internal links from evergreen content

Evergreen content is content that has long-term value and is sustainable for users. Internal links from evergreen content can lead to other pages or articles that are thematically related or complementary to the evergreen content. This encourages users to stay on the site longer, discover more content and increase engagement.

Related content section

Image 3. Blog section with related content from the Decathlon brand. Source:

Including a section on a page that links to related content makes it easier for users to find additional information on a topic. This could be a ‘Featured’ or ‘Related Content’ section, a ‘Most Read Articles’ section, where links are provided to other articles or pages that may be of interest to the user. This strategy helps to increase user interaction and encourages users to explore the site.

Internal links on the homepage

Placing internal links on the homepage, leading to key sections or pages, makes it easier for users to navigate the site. This includes links to recent articles, popular categories, special offers or other important sections of the site. This helps to promote these sections and guide users to relevant content.

Site map with links to all relevant pages

Creating a site map (sitemap) is a good SEO practice that makes it easier for search engines to index your site and allows for easier site navigation. A sitemap contains links to all relevant pages, allowing search engine robots to reach every part of the site. This helps to understand the structure of the site and improves the indexing of content by search engines.

Links in the footer of the site

Image 4. Internal links in the footer of a page. Source:

The footer is the visible area of the site where it is useful to include internal links. This may include links to key sections such as ‘About Us’, ‘Contact Us’ or ‘Privacy Policy’. Links in the footer provide additional navigation points for users and make it easier to access relevant information.

Creating thematic clusters

Topic clusters are groupings of related content on a page. Creating thematic clusters allows you to include internal links between related content, making it easier for users to navigate and helping search engines understand the structure of your site. Within topic clusters, links can be created between articles, pages or categories that are thematically related.

Internal links from images

Internal linking can also be applied to images. By adding a link to an image and directing it to the relevant page or subpage, you will encourage users to click on the graphic and move to the related content. This is particularly useful for galleries, portfolios or online shops where images are an important part of the content presentation.

Designing the hierarchy of pages on your website

Careful design of the sub-page hierarchy on the website helps organise content and facilitates internal linking. The creation of parent and subordinate pages, appropriate thematic grouping and the preparation of logical navigation paths affect the usability and value of the website in terms of users and search engines.

Internal linking – summary

Skilfully implemented internal links improve the structure of the site, the indexation status of all subpages and make the site useful. In order to verify the correct implementation of internal links, you should invest in a professional SEO audit. During a comprehensive analysis, SEOgroup experts will point out the advantages and disadvantages of your website, and additionally they will determine the elements that should be improved (including internal linking). Should you have any questions, we remain available by email or telephone.

FAQ – Frequently asked questions and answers [Internal linking]

Here are the most common questions and answers about internal linking.

1. What is internal linking?

Internal linking is the process of creating hyperlinks between different pages or sections on the same website. It involves adding links to content that redirect users to other pages or sections within the same website.

2. What are the benefits of internal linking?

First and foremost, internal linking helps with site navigation, allowing users to move more easily between different sections and pages. It also improves the indexing of the site by search engines, allowing them to efficiently discover and index the content. Additionally, internal linking can help build a hierarchy of pages and transfer SEO (Search Engine Optimisation) value between specific sub-pages.

3. Is there a limit on the number of internal links on a page?

There is no strict limit on the number of internal links on a page. It is advisable to avoid over-filling your content with links, as this can lead to confusion for users and make it difficult to read. Only place links in necessary places where they will be of value to the reader. Remember to keep your content clear and readable.

4. Does internal linking affect SEO?

Internal linking can have a positive impact on SEO. Correct and logical internal linking helps search engines discover and index content on pages.

How much does Google Ads cost? – 14 factors!

In one sentence, it can be said that Google Ads advertising on a monthly basis involves costs ranging from several hundred to several thousand PLN. In order to fine-tune this amount, there are 14 key factors to consider, which we discuss in today’s article. We encourage you to read it!

What does the Google Ads budget depend on?

Your Google Ads budget should depend on factors such as:

  1. theprice of the product being promoted – the more expensive the product is, the more you should invest (although this is not a rule);
  2. market competition – the more competitive your industry is, the more budget you need to devote to achieve satisfactory results (e.g. in the form of return on investment);
  3. thetype of product or service – the final cost of Google Ads also depends on whether the product can be bought straight off the page or whether expert advice is required;
  4. the stage of development of your business – new businesses need to spend more (e.g. due to ‘learning’ during the first campaigns);
  5. industry – B2C sectors tend to be the most expensive.

The budget for Google Ads is also determined by the price of handling the campaign by the agency. This is usually 15-20%. Marketing companies undertake Google Ads from an advertising budget of £3,000 – £5,000 or more.

Google Ads cost – additional factors

It is also worth mentioning that the cost of Google Ads is also dependent on several additional factors. Please see below for details.

Advertising objectives

Image 1. Advertising objectives set by advertisers when optimising Google Ads campaigns

If your goal is to increase brand awareness, you need a larger budget for broad-based advertising campaigns. If you want to maximise the number of sales or generate leads, you may need to invest more in conversions.

Seasonal periods

Some industries and products require a larger budget during certain periods, such as holidays or seasonal promotions.

Geographical targeting

Advertising costs vary according to geographical location, due to varying click-through rates and competition in specific regions.


The cost per click of advertising on Google Ads depends on the popularity and competition of the keywords with which your campaign is associated. Competitive phrases require a higher budget.

Image 2 Example keywords and rates for specific phrases

Quality indicators

Google Ads are assessed on the basis of quality indicators such as click-through rate (CTR) and the quality of the landing page (quality score/quality score). A high quality score reduces advertising costs and requires a lower budget.

Advertising formats

Advertising costs may vary depending on the advertising formats selected (e.g. video ads, image ads or text ads).

Campaign settings

Budget can also be affected by decisions regarding campaign settings (e.g. ad scheduling, demographic targeting or targeting similar customers).

Campaign duration

When planning a long-term advertising strategy, you should set aside a budget that is appropriate to the duration of the campaign. The longer it is, the more you should invest.

Campaign effectiveness

Image 3. Google Ads campaign summary – a tool to determine campaign profitability

If your campaigns are performing satisfactorily and have a high return on investment, you can increase your budget even further to maximise ROI (Return On Investment). This will translate into higher campaign profitability.

How much does Google Ads cost? – article summary

Google Ads advertising for local businesses that operate in non-competitive industries costs from a few hundred PLN per month. Usually the prices in this case do not exceed PLN 1 500 – 2 000 per month. This applies to, for example, tattoo artists, beauticians, lawyers and accountants from smaller municipalities, provinces and towns.

If, on the other hand, we consider the highly competitive e-commerce sector (e.g. furniture or pharmaceuticals), prices will oscillate between PLN 2,500 – 10,000 per month. The more products, the higher the amount. Typically, one click costs from a dozen cents to several zlotys.

FAQ – the most frequent questions and answers [How much does Google Ads cost?]

Here are the most common questions and answers about Google Ads advertising and the costs involved.

1. How much does Google Ads advertising cost?

The cost of Google Ads advertising depends on the payment method chosen, the type of ad, keywords and market competitiveness. The whole process is based on an auction, where advertisers set a maximum amount they are willing to pay per click on their ad (CPC) or per display (CPM). This amount can vary depending on the industry and competition. It is also possible to set a daily advertising budget, which determines how much you are prepared to spend on ads each day.

2. Is there a minimum Google Ads advertising budget?

Google Ads does not set a minimum advertising budget. You can decide for yourself how much you want to spend on ads within your campaign. Keep in mind, however, that the effectiveness of your promotion may depend on an adequate budget (this is especially true in highly competitive industries). Think about your advertising goals and adjust your budget to get the desired results.

3. How can I control Google Ads costs?

In order to control Google Ads costs, set a daily advertising budget limiting how much you spend on ads per day. In addition, we encourage you to track and analyse your campaigns using the reporting tools available in AdWords campaigns. In this way, you will monitor the performance of your ads and skilfully adjust your strategy in line with your conceptual objectives. It is also worth mentioning that tracking conversions and working with the optimisation tools offered by Google can greatly help you optimise your advertising spend.

4. Is there a guarantee of success for Google Ads after a certain amount has been paid?

Google Ads does not offer a guarantee for the success of an ad after a certain amount has been paid. The results in this case depend on a number of factors, related to the quality of the ad, market competition and the skilful selection of specific keywords.

It is important to do your research and develop an appropriate advertising strategy to maximise your chances of achieving the desired results. Google Ads offers tools and support that can help you optimise your campaign, but the success of your ad depends mainly on the effectiveness of your strategy and the quality of your ad.

5. How can I reduce my Google Ads costs?

In order to reduce Google Ads costs, you should conduct keyword research and focus on keywords that have less competition but are still relevant to your business. We also encourage you to optimise the quality of your ads – this will give you better results and higher click-through rates (CTR). As SEO/SEM specialists, we encourage you to monitor and analyse the performance of your campaigns to identify weaknesses and make appropriate changes. It is also worth testing different forms of advertising and optimising landing pages to effectively increase conversions.

6. How do I monitor the effects of Google Ads campaigns?

If you want to monitor the effects of your Google Ads campaign, you should use the tools provided by the platform. In the AdWords dashboard, you can track metrics related to the number of clicks, impressions and the cost of the campaign and click-through rate. It is also worth setting up ‘Events’ in Google Analytics 4 to track results including the number of sales, requests and phone calls.

7. Where to get £1,200 for advertising from Google Ads?

To get £1,200 towards advertising from Google Ads, you need to go to and then start setting up. In this case, once you have spent £1,200 on Google Ads, you will receive a 100% return on your investment.

Are you looking for a Google Ads Agency? Get in touch with SEOgroup:

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Google Ads Agency – what is it and what does it do?

Successfully advertising a service company or e-commerce shop in paid search results is quite a challenge – even for professionals who have been in the industry for several years. Doing it yourself can be considerably more expensive and less effective compared to setting up campaigns by professionals. If you are looking for the right entity to skilfully advertise your business in the paid results – an AdWords agency would be an excellent choice. In this article, we will discuss what a Google Ads agency is and what it actually does. We will also point out the advantages of working with such entities and give you tips on how to choose a company to advertise online! Enjoy your reading.

What is a Google Ads agency?

A Google Ads Agency is a professional company specialising in the management of advertising campaigns within the Google Ads advertising platform.

Google Ads (formerly Google AdWords) is an advertising system offered by Google that enables companies and marketers to promote their products and services through various forms of advertising in search results, on partner sites, on the YouTube platform or in mobile applications.

Google Ads agencies act as third-party partners to help companies plan, create and optimise effective advertising campaigns. Their main goal is to maximise results by increasing brand visibility, generating website traffic, increasing conversions and achieving higher profits.

Google Ads agency – scope of services

Scope of services provided by Google Ads agencies:

Planning the advertising strategy

Google Ads agencies analyse the client’s objectives and requirements, as well as researching the target group and the competition. Based on this information, they develop a comprehensive advertising strategy to achieve maximum results.

Creation and optimisation of advertising campaigns

The agencies create campaigns tailored to the client’s specific objectives. They design effective text, graphic and video advertisements. They also optimise campaigns to increase the effectiveness of the ads and get better results.

Image 1. Creating a Google Ads campaign

Campaign performance monitoring and analysis

Agencies continuously monitor campaign performance by analysing key metrics such as clicks, conversions, cost per click (CPC) or cost per acquisition (CPA). This enables them to track the effectiveness of ads and take appropriate corrective action.

Campaign optimisation and improvement

On the basis of data analysis, agencies take optimisation measures. They make changes to ad content, keywords and targeting settings in order to maximise campaign profitability.

Competitor research and market analysis

Agencies track competitor activities and analyse market trends. Based on this information, they can adjust their advertising strategy ahead of the competition.

Image 2. Google competition verification from the footwear industry

Reporting and analysis

Google Ads agencies provide clients with regular reports containing information on campaign performance, spend, ad effectiveness and other relevant data. These help clients understand campaign performance.

Research and use of advertising tools

Agencies are knowledgeable about the latest tools and features available in Google Ads. They use advanced advertising features such as remarketing, dynamic campaigns, ad extensions and integrations with other platforms to achieve better advertising results.

Google Ads agency – why use their services?

The main benefits of working with a professional Google Ads agency:

  • Specialised knowledge and experience – Google Ads agencies have highly qualified professionals with expertise and experience in online advertising. They are deeply familiar with the AdWords platform and have considerable knowledge of how advertising tools work and best practices related to paid search.
  • Effective advertising strategy – the professionals employed at Google Ads agencies help to develop an effective advertising strategy that is tailored to the specific business objectives of the client in question. With an in-depth understanding of the target audience and the competition, they are able to suggest optimal advertising tactics to attract the attention of potential customers.
  • Campaign optimisation – agencies monitor and optimise advertising campaigns in real time. By continuously analysing results and adjusting advertising strategies, the specialists working at Google Ads agencies are able to monitor the effectiveness of ads, increase conversion rates and achieve better results at lower costs.
  • Competitor research and market analysis – agencies track competitor activities and analyse market trends, allowing clients to better understand their place in the market and choose the right direction for their advertising strategy. This helps to stay ahead of the competition and reach potential customers more effectively.
  • Access to advanced analytical tools – agencies have access to advanced tools to help analyse campaign performance. This makes the study of conversions and other activities on the website (e.g. actions performed by users) faster and far more accurate.

Creating paid campaigns with the help of a Google Ads agency involves, above all, a high level of effectiveness. Professionals know how to set up a campaign so that it brings the highest possible returns with the minimum investment. If you are considering choosing a specific company – check out SEOgroup’s offer. Our team remains at your disposal.

What tools does each Google Ads agency use?

Google Ads agencies use a variety of tools to help them manage their advertising campaigns. Below are the most popular ones.

Google Ads Editor

Image 3. The look and feel of Google Ads Editor

A free tool offered by Google that allows agencies to manage offline advertising campaigns. With Google Ads Editor it is easy to edit, create and optimise advertising campaigns on a larger scale. This saves time and streamlines the management process.

Google Analytics 4

Image 4 Google Analytics 4 appearance

An analytics tool used by agencies to track and analyse website data. The integration of Google Ads with Google Analytics 4 enables, among other things:

  • better understand user behaviour,
  • examining conversions,
  • verification of campaign effectiveness.

Keyword research tools

Image 5. Example of a keyword research tool – Senuto. Source:

Agencies using keyword research include:

  • SEMrush,
  • Moz Keyword Explorer,
  • Senuto.

This enables them to effectively identify relevant keywords with outstanding sales potential.

Competitor monitoring tools

Image 6. An effective tool for competitor verification – SEMrush. Source:

Monitoring of competitors’ activities is made possible by, among others:

  • SpyFu,
  • SEMrush,
  • SimilarWeb.

With their help, Google Ads agencies can identify competitors’ strategies, study market trends and adjust their advertising campaigns based on the information collected.

Remarketing tools

Remarketing is an important element of advertising campaigns. Agencies use remarketing tools in Google Ads (e.g. remarketing lists, dynamic remarketing, YouTube remarketing) to reach users who have previously visited a client’s website.

How do I find the right Google Ads agency?

To find the right Google Ads agency, there are a few key factors to consider, such as:

  1. Experience and specialisation – check how long the agency has been in business and whether it has experience in the area of online advertising and Google Ads. Get an idea of whether the agency specialises in an area that aligns with your business needs.
  2. Testimonials and client reviews – read feedback and reviews from clients who have used the agency’s services. You can ask the agency for client testimonials and ask them about their experience of managing Google Ads campaigns.
  3. Portfolio and case study – pay attention to the agency’s portfolio and see what results they have achieved for their clients in the past. Review their case studies to see what strategies they have used and what results they have achieved.
  4. Specialisations and certifications – make sure the agency has Google Ads certifications and accreditations. Certifications (e.g. Google Ads Certified Partner) demonstrate the agency’s knowledge and skills in managing Google Ads campaigns.
  5. Tool availability and reporting – ask the agency what tools and technologies they use to manage Google Ads campaigns. Make sure they have access to advanced analytics tools and can provide regular reports on campaign performance.

When choosing a Google Ads agency, it is advisable to interview at least 3-5 different companies, get feedback from internet users and additionally compare offers and costs. It is additionally important to establish a good contact with the agency, have confidence in it and appreciate its professionalism and knowledge.

The role of a Google Ads agency as your partner in effective online advertising – summary

A Google Ads agency is certainly a valuable partner for effective online advertising of your business. With many years of experience in campaign optimisation and access to advanced analytical tools, the professionals will effectively help you to create effective advertising strategies and achieve better business results (e.g. in the form of increased conversion rates). The agency’s individual approach and specialisation allows it to tailor individual activities to individual needs, as well as to the client’s advertising objectives.

Are you interested in scaling up your e-commerce or service company? Then don’t wait – arrange a free consultation with SEOgroup specialists and choose professionals who will effectively promote your offer in paid search results.

FAQ – Frequently asked questions and answers [Google Ads Agency]

Here are the most common questions and answers about Google Ads agencies.

1. How much does it cost to work with a Google Ads agency?

The cost of working with a Google Ads agency can vary depending on several factors, such as the scope of services, the scale of the ad campaigns and the level of agency involvement. Pricing is usually based on a fixed monthly fee, a commission on advertising spend or a combination of both models.

2. Why start working with a Google Ads agency?

Working with a Google Ads agency can bring numerous benefits to your business. Agencies specialising in Google Ads have knowledge and experience in optimising advertising campaigns. This results in better results and greater effectiveness of promotional activities. Agencies also have access to advanced tools for professional analytics that can help you monitor and optimise your campaigns. The support of an agency will save you time and effort in managing your ads, allowing you to focus on other aspects of running your business.

3. How long do I have to work with a Google Ads agency?

The length of time you work with a Google Ads agency can vary and depends on your individual needs and advertising objectives. In some cases, cooperation may be short-term, (e.g. for a specific promotional campaign). However, long-term campaigns are the most popular – for example in the case of promoting products for e-commerce shops. Then, the period of cooperation is not shorter than 12-16 months.

4. What range of services do Google Ads agencies offer?

Google Ads agencies offer a wide range of services related to advertising within the Google Ads platform. They can help with creating an advertising strategy, optimising campaigns, competitor research, managing advertising budgets, creating and testing text or image ads, analysing data and reporting results. The range of services can vary from agency to agency, so it’s worth looking at the specialisms and skills of a particular agency before you start working with them.

Looking for a Google Ads Agency? Contact SEOgroup:

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The shopping funnel – why should it be taken care of?

One of the key tools to help achieve business success in almost any sector (including e-commerce) is the purchase funnel. This marketing concept plays a vital role in turning potential customers into loyal and determined buyers. The value of a strategy based on the purchase funnel is invaluable. With its help, your business can accurately manage the sales process, identify the stages at which customers are likely to become discouraged and disengaged, and take appropriate action to persuade them to buy. This is an opportunity to increase the effectiveness of your marketing efforts and generate more conversions. If you want to know the details – be sure to read this article! Enjoy reading.

What is a purchase funnel?

The purchase funnel is a marketing model that describes the path a potential customer takes from learning about a product or service to completing a purchase. Symbolically called a funnel because of its shape, this model represents the gradual narrowing of the group of interested parties to those who actually make a purchase.

The stages of the purchase funnel can be divided into several main phases:

  • Awareness – in this phase the potential customer becomes aware of the product or service. This can come from advertising, recommendations from other people or marketing activities. Customers gain information about the brand and begin to identify their needs.
  • Interest – at this stage, the potential customer shows more interest in the product or service. They are considering different options and looking for more detailed information. This may include reading reviews, watching instructional videos or visiting websites.
  • Consideration – in the consideration phase, the potential customer actively compares different options and weighs up the advantages and disadvantages. He or she reviews different offers, compares prices and analyses the features of the products or services. This stage may include reading reviews, seeking recommendations or participating in product trials.
  • Decision – after careful consideration of the available options, the customer reaches a decision point. In this phase, he or she makes a final purchase decision and chooses a preferred product or service. This may involve completing an online order, visiting a shop or signing a contract.
  • Purchase – the final stage of the purchase funnel is the fulfilment of the purchase. The customer makes payment and becomes the official purchaser. This is an important moment that can influence the customer’s continued loyalty and their eventual recommendation of the brand to others.

The purchase funnel – a simple example from the e-commerce sector

Let’s assume that Jacob, a potential customer, has found out about a new smartphone that has recently been launched. He starts from the awareness stage, the moment he notices an advertisement for the smartphone on a website. He becomes interested and moves on to the interest stage, where he reads reviews, checks user feedback and watches videos demonstrating the smartphone’s features.

He then moves to the consideration stage, where he compares different smartphone models, checks technical specifications and prices. After carefully considering his needs, he decides that this particular smartphone best suits his requirements.

Finally, in the decision phase, Jacob has made his final decision and decides to buy the smartphone of his choice. He heads to the manufacturer’s website, adds the product to his basket and makes payment. In this way, he passes through the purchase stage, becoming an official purchaser.


Why is the purchase funnel important? – 5 benefits

The purchase funnel plays a key role in the sales strategy and has a number of important benefits for any company, business or online shop:

1. More effective sales management

The purchase funnel enables you to better understand the extent to which potential customers move through the various stages of the purchasing process. This enables you to better manage your customer data and adapt your sales strategies to the needs and preferences of your customers in the different phases of the funnel. Effective sales management allows marketing and sales activities to be fine-tuned, resulting in more effective and efficient operations.

2. Higher conversion rates

The purchase funnel allows you to identify potential problems or obstacles that may cause you to lose customers at particular stages. This allows appropriate action to be taken to convince customers to continue with the purchase process. Improving conversion rates is a key objective for any sales strategy, and the purchase funnel provides the tools and information needed to achieve this goal.

3. Increasing customer loyalty

The purchase funnel enables you to better understand your customers’ needs and preferences at different stages of the purchasing process. This enables you to provide them with more personalised and targeted content and offers. By providing valuable information and effectively engaging customers at each stage of the funnel, you will build greater customer loyalty and engagement, which in turn will lead to repeat purchases and ultimately increased conversions.

4. Less waste of resources

Effective use of the purchase funnel allows you to target marketing and sales resources more precisely. By better identifying potential customers and their needs at different stages of the funnel, you can avoid wasting resources on inappropriate audience groups. Optimising marketing activities and focusing on the most promising customers leads to more efficient use of time, effort and budget.

5. Shortening the sales cycle

By understanding the stages of the purchase funnel and acting appropriately at each one, you can reduce the time it takes to convince customers to make a purchase. With more targeted and personalised actions, you will speed up decision-making processes and eliminate barriers or doubts that can delay a purchase. A shorter sales cycle leads to faster financial results and greater efficiency throughout the sales process.

How do you create a thoughtful purchase funnel?

Creating a thoughtful purchase funnel requires taking into account the different stages of a customer’s buying process and tailoring marketing and sales activities appropriately to the needs and preferences of buyers at each stage. Below are key tips for the top, middle and bottom of the funnel.

Top of the Funnel:

Define your target audience

Identify exactly who your target audience is at the top of the funnel stage. Identify the demographics, interests and needs of your potential customers so that you can deliver relevant content and information to them.

Generate awareness

Focus on marketing activities to increase awareness of your brand and products or services. Use display advertising, content marketing, social media or SEO in this case to reach potential customers and get them interested in your offer. A performance marketing agency can help you with this.

Middle of the Funnel:

Provide valuable content

In this stage, focus on providing valuable content to help potential customers understand their problems and consider different solutions. Build trust by publishing, among other things:

  • blog articles,
  • e-books,
  • webinars,
  • case studies.

This will build trust and reinforce your position as an expert in your field.

Personalise your communications

Collect data about your potential customers and use it to personalise your communication. Tailor content and offers to their preferences and needs. Use marketing emails, personalised recommendations and dynamic website content to increase engagement and communication effectiveness.

Bottom of the Funnel:

Convert prospects into customers

Focus on convincing potential customers to make a purchase. Provide them with information about your offer, prices, benefits and guarantees. Offer customised solutions to encourage them to take up your offer (e.g. with product samples).

Offer support and encourage purchase

Provide potential customers with additional support in their decision-making process, e.g. by offering free consultations, recommendations from customers or loyalty programmes. Use tools such as remarketing emails, chatbots and retargeting to maintain interest and convince customers to complete a purchase.

The purchase funnel – summary

The purchase funnel is an essential tool in your sales strategy that contributes to more effective sales management, higher conversion rates, increased customer loyalty, reduced resource wastage and a shorter sales cycle. Taking care of the purchase funnel allows businesses to better understand their customers’ needs, tailor marketing and sales activities to specific stages of the funnel and achieve better business results.

FAQ – most common questions and answers [purchase funnel]

Below are the most common questions and answers about the purchase funnel.

1. What tools can I use to implement a purchase funnel?

There are many tools that can be used to implement a purchasing funnel. These can include marketing automation systems, CRM platforms, content personalisation tools, data analytics tools, email marketing systems, chatbots or remarketing tools. Decide on the solutions that best fit the needs of your business and sales process.

2. How do you monitor and optimise your purchase funnel?

Monitoring and optimising the purchase funnel involves analysing conversion data at each stage, tracking customer actions, investigating the causes of funnel abandonment, testing different strategies and tactics, and using analytics tools to gather information. Based on the data collected, optimisation of actions can be made to improve the performance of the purchase funnel and achieve better sales results.

Performance Marketing Agency – what does it do?

Do you want to know what a performance marketing agency does and what role it plays in the modern world of digitisation in the broadest sense? Then read this article – you will also learn about the services provided by such entities and examples of their activities based on B2B, and e-commerce companies! We encourage you to read.

What is a performance marketing agency?

A performance marketing agency is a company that specialises in planning, managing and optimising marketing activities in order to achieve measurable results and maximise return on investment.

The main goal of a performance marketing agency is to generate satisfactory results in terms of business, among other things:

  • increasing website traffic,
  • improving the number of conversions,
  • maximising product sales and profits within the company.

Performance marketing agencies mainly operate in the digital environment, advertising B2B and e-commerce businesses through various channels and traffic sources:

This also makes use of analytical tools to monitor and analyse performance, allowing real-time adjustment of advertising strategies.

The best performance marketing agencies often work in partnership with their clients to understand their business objectives, target audience and competition.

Based on this information, they develop marketing strategies, create advertising campaigns, optimise websites, monitor performance and provide reports and analysis to measure the effectiveness of activities and optimise marketing investments.

What services do modern performance marketing agencies provide? – 12 simple solutions for companies

Some of the most popular services provided by performance marketing agencies include:

Search engine advertising campaigns (SEM)

A performance marketing agency can manage paid advertising campaigns on search engines such as Google, Bing or Yahoo. It optimises campaigns, selects keywords and analyses results to achieve the best possible results in terms of clicks, conversions and return on investment.

Image 1. Effects of a performance marketing agency – Google Ads campaigns. Source:

Social media advertising campaigns

Performance marketing agencies can manage advertising campaigns on social media platforms such as Facebook, Instagram, Twitter and LinkedIn. They create and optimise ads, targeting specific audiences and monitoring metrics related to reach, engagement and conversions.

Image 2. Example of a Facebook advertising campaign. Source:

Conversion optimisation (CRO)

Performance marketing agencies help optimise websites to increase conversion rates. They analyse analytical data, conduct A/B tests, personalise content and user interfaces to increase the number of visitors who perform desired actions (e.g. purchases, registrations and newsletter sign-ups).


Agencies can use remarketing techniques to reach people who previously visited a client’s website but did not convert. Through the use of cookies and other tracking tools, agencies can display ads on other sites to remind users of a product or service and encourage them to return and make a purchase.

Web analytics

Performance marketing agencies also provide analytics services to help monitor and analyse the results of marketing activities. They analyse data (e.g. website traffic, user behaviour, conversion rates and ROI) to adjust strategies and optimise the effectiveness of marketing activities.

Content marketing

The best performance agencies can also offer content marketing services. In this case, you can count on the creation of valuable content such as sponsored articles, blog posts, infographics, videos and also podcasts. These are delivered to users to build brand awareness, engage your audience and generate traffic to your website.

Image 3. An example of a content marketing strategy on Sephora, which can also be planned by a performance marketing agency. Source:

SEO optimisation

Performance marketing agencies help to improve a website’s position in organic results. They conduct keyword research, optimise websites for content and technology, create linking strategies and monitor results to increase a website’s visibility in search engines.

Email marketing campaigns

Agencies can design, manage and monitor email marketing campaigns. They create compelling emails, segment recipient lists, monitor open, click and conversion rates and provide reports and analysis.

Image 4. Getresponse tool used by performance marketing agencies to create newsletter campaigns. Source:

Video advertising campaigns

Agencies can help create and promote video ads on YouTube and other partner sites. They create compelling and engaging video ads, optimise them for visibility and conversions and monitor campaign performance.

Influencer marketing

Performance marketing agencies can work with influencers to promote a brand, product or service. They manage influencer campaigns, negotiate contracts, monitor results and analyse the effectiveness of this form of promotion.

Competitor analysis

Agencies can conduct a competitive analysis to identify the strengths and weaknesses of other players in the market. They study competitors’ marketing strategies, analyse their social media presence, verify content and activities, and then provide recommendations for marketing activities.

Creating a marketing strategy

Performance marketing agencies help develop comprehensive marketing strategies. They conduct a market and audience analysis, identify marketing objectives, identify tactics and tools to achieve these objectives and develop an action plan. Overall, they create a coherent strategy that takes into account the various marketing channels through which they reach valuable audiences.

Why choose to work with a performance marketing agency?

Working with the best performance marketing agencies is distinguished by advantages such as:

  • Measurability of results – performance marketing agencies focus on measuring specific results and achieving business goals. This allows you to accurately track the return on investment and effectiveness of your advertising efforts.
  • Specialist knowledge and experience – performance marketing agencies have specialist knowledge and experience in digital marketing activities. They employ experts with knowledge of various marketing channels, analytical tools and strategies to effectively achieve their goals.
  • Access to advanced tools and technology – performance marketing agencies have access to advanced tools and technology to help manage advertising campaigns, analyse data and optimise conversions.
  • Optimisation and strategy alignment – performance marketing agencies regularly monitor performance and analyse relevant data, allowing you to optimise your strategy and tailor actions to the actual needs of your business. This enables you to respond efficiently to changing trends, audience preferences and achieve better marketing results.
  • Save time and resources – working with a performance marketing agency saves time and resources that can be focused on other areas of your business. PM agencies handle the planning, execution and monitoring of marketing activities, which gives the owner the opportunity to focus on other aspects of running the business.

The best performance marketing agencies also stand out for their professional advice and support. They are happy to advise on the optimal marketing strategy, promotion channels and audience segmentation.

Performance marketing agency – 5 examples of activities

Below are five examples of performance marketing agency activities:

1. Implementation maximising conversions on the website – mBank

Image 5. A skilfully created Call to Action increasing conversions of the mBank platform. Source:

2. A well-thought-out content strategy – IKEA

Fig. 6. Interesting content strategy influencing higher brand interest. Source:

3. Intuitive menu navigation – Decathlon

Fig. 10. Intuitive menu navigation on Decathlon Source:

4. Carefully designed advertising design – MAC Cosmetics

Fig. 7. Thoughtful and carefully designed advertising design for the MAC Cosmetics shop. Source:

5. Advertising slogans to encourage purchase – Apple

Zdj 8. Advertising slogans to encourage the purchase of Apple products. Source:

Performance marketing agency – summary

Performance marketing agencies specialise in planning, managing and optimising marketing activities to achieve measurable results and the highest possible return on investment. They operate mainly in the digital environment, using search engine advertising campaigns, social media, remarketing, email marketing, and affiliate marketing.

PM agencies also offer analytics services, content marketing, conversion optimisation, video campaigns, influencer marketing, competitive analysis, and marketing strategy development.

Working with a performance marketing agency gives you the opportunity to measure results, benefit from their expertise and experience, access advanced tools and save time and money.

If you want to start working with an industry leader – send us a message or give us a call. SEOgroup’s specialists will be happy to talk to you and set joint goals for you to work towards over the coming months. Trust us. Take your business to a decidedly higher level.

FAQ – the most common questions and answers [performance marketing agency]

Here are the most common questions and answers about performance marketing agencies.

1. What is the difference between a performance marketing agency and a traditional marketing agency?

A performance marketing agency focuses on measuring specific results and achieving business goals, such as increasing conversions, sales or ROI. It operates mainly in a digital environment and uses analytical tools and data-driven strategies. In contrast, a traditional marketing agency is more likely to use offline channels (e.g. TV, radio, printed advertising material) and focus on building brand awareness.

2. How long does a typical partnership with a performance marketing agency last?

The duration of a collaboration depends on the individual needs and goals of the client. Collaborations can range from short-term projects, such as the creation and implementation of an advertising campaign, to long-term relationships in which the agency continuously monitors, optimises and adapts marketing activities to changing needs and results.

3. How does a performance marketing agency measure the effectiveness of advertising activities?

A performance marketing agency uses various analytical and monitoring tools. These most often include Google Analytics 4, Facebook Pixel, as well as dedicated analytics platforms to track and measure campaign performance. Important performance indicators in this case are primarily conversion rates, cost per conversion (CPA), return on investment (ROI) and average order value (AOV). With this data, the agency can assess the effectiveness of advertising activities and make optimisations to achieve better results.

4. How much does it cost to work with a performance marketing agency?

The costs of cooperation with a performance marketing agency often vary widely and depend on many factors related to the size, complexity of the project, scope of activities, industry, competition, as well as the agency’s reputation and experience. Cooperation usually involves a minimum expenditure of PLN 1,000 net – either monthly or on a one-off basis, depending on the commissioned task and project implementation.

Contact the professionals at SEOgroup:

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Why don’t Google Ads work? The most common mistakes

Google Ads is a great way to advertise online, but the mistakes you can make when using this system can dramatically reduce the profitability of your efforts. Want to find out what to avoid and how to protect yourself against mistakes? Be sure to read our guide.

Google itself advertises its system with the slogan “Achieve the results you care about” and “You only pay for results”. Sounds great, right? What then can go wrong? Well, a lot! We will outline the most important and common problems with the performance of Google Ads.

Lack of a target translated into the language of the advertising system


You have surely come across the term conversion. Its definition is as follows:

An action that is counted when someone interacts with an ad (for example, clicks on a text ad or watches a video ad) and then performs an action that has been identified as valuable to the company, such as completing an online purchase or calling the company from a mobile phone.

Conversions are the key to success and without properly defining and measuring them, there will be no good results from our advertising efforts. Every business wants to earn more, but if Google Ads is to help us do this, we need to determine what actions taken by users on our website or in our online shop will provide us with this increase in earnings.

In an online shop, it is usually simpler to set goals, which can then be translated into the language of the advertising system – we want to sell more products, we want the cost of acquiring a transaction to be as low as possible, we want every zloty spent on advertising to bring the highest possible return. These are all goals that can be accurately translated into the language of an advertising system.

In the case of businesses or projects that do not sell finished products, we will usually be interested in acquiring contacts from our potential customers. Such contact is called a lead, and these leads have a measurable impact on our earnings. Such interactions usually occur when users send an enquiry via the contact form, write an e-mail to us, make a phone call, download a file with our offer or price list, etc. We can successfully translate these types of activities into the language of an advertising system and thus measure them effectively.

So what does it take to measure conversions and provide valuable data for the advertising system algorithms? All you need to do is make use of a number of tools provided by Google (Google Ads, Google Analytics, Google Search Console, Google Tag Manager) and make some changes to your website/online shop (access to an FTP server, changes to the source code, installation of plug-ins and add-ons, verification of the site in individual services). Without this, the adverts that the advertising system will broadcast for us will be somewhat blind and deaf, and thus much less or completely ineffective.

Conclusion – avoid running your advertising activities on the Google Ads system without a good strategy and without a properly prepared technical background. If you can’t do it yourself – order a professional strategy and put the running of the activities in the hands of specialists.

Lack of continuity of actions


The Google Ads advertising system has been on the market for almost 25 years and has been changing all the time to make increasing use of the advances in state-of-the-art technology. For some time now, it has been clear that the system is moving towards more and more automation based on algorithms, machine learning and artificial intelligence. A system structured in this way needs to be fed with valuable data from users so that it can continually optimise processes and increasingly achieve the goals and tasks we set for it.

Processes that use automation require continuity and stability of operations in order to operate effectively. Any major configuration change or any stoppage of the Google Ads system results in a kind of reset and the need for these automations to re-deploy themselves. In addition, in order to maintain a certain level of effectiveness, the system needs to deliver a certain number of conversions (usually between 30 and 50) in specific units of time (e.g. per month). Such quantitative thresholds translate into specific needs in terms of advertising budget – in order to be able to deliver 30 or 50 conversions per month and fully benefit from the advantages of automation, one has to reckon with incurring fixed investments in advertising activities, which only at the next stage translate into increased revenues and profits.

This does not mean that below this level it is not possible to use the Google Ads advertising system effectively and efficiently. It is possible, but it requires a different approach and strategy. In this context, it will be very important to properly configure and prepare your Google Ads account to operate under these conditions.

Continuity of advertising activities also means being able to track user behaviour over time, collecting historical data, which is a valuable source of information and a basis for account optimisation. Advertising activities carried out systematically over a longer period of time give the advertising system the opportunity to react better to changing trends. There are naturally better and worse periods in which selling our products or services may be easier or more difficult, cheaper or more expensive. By ensuring our reach, visibility and presence in the advertising system in a continuous, sustainable way, we increase our chances of achieving results during those periods that will be more profitable for us.

Conclusion – plan your activities in the Google Ads system in advance and for longer periods of time. Avoid high volatility, switching on and off activities, reacting nervously during periods of changing economic conditions. Take care to be present at all times and to fill your customer’s purchase path as much as possible with your own messages. Order a professional Google Ads strategy and reap the benefits for a long time.

Failure to optimise your advertising account


The Google Ads system aims to make it easy for anyone to use. The entry threshold is relatively low, the operation of the ad account is simple and Google provides extensive support on many levels. So much for the theory. In practice, it is much more complicated and time-consuming. Indeed, it is the case that more and more solutions are appearing in this system that do not require our intervention. Certain things happen by themselves and yet it works well and sometimes even very well. In our opinion, however, there are as many advantages as disadvantages. The disadvantages certainly include a lack of control and influence over many elements that can generate large costs for us without much chance of profit or revenue.

Without proper care, the Google Ads system can change the settings of our advertising campaigns on its own, and this can often spoil the effectiveness of our actions (vide: automatically applied recommendations in the advertising account). The Google Ads system will publish our ads (especially graphic ads) in an advertising network, many elements of which have very low or even zero effectiveness (vide: display ads in mobile applications). The Google Ads system will encourage us to use the express advertising account, which is designed to run so-called intelligent campaigns, and you would be hard pressed to find a person or project that has used this form of advertising and been satisfied with it.

There are many more examples of such situations and solutions. They relate to general and strategic settings as well as small, detailed optimisation solutions. In order to be able to control all this and maximise the chances of increasing efficiency, you need to spend a lot of time and be really up to date with all the technicalities involved in the operation of the Google Ads system.

Conclusion – don’t trust every solution Google will offer you. Remember that the ad system was created primarily so that Google could make money from it… that’s right – Google, not you. Of course, you too can get good results using this system, but you need to give it enough attention and work. If you don’t feel up to it, it’s better to have someone do it on your behalf. In this way, you will increase the likelihood of success and gains and minimise the risks and possible losses. Order a professional strategy that tells you what to do and how to do it to make your Google Ads account work as much in your favour as possible.


If Google Ads in your case hasn’t worked, hasn’t brought you the benefits you expected, then start by checking these 3 elements:

  • whether you had/have correctly defined and technically configured conversions,
  • that you have been running Google Ads continuously for a sufficiently long period of time,
  • was your Google Ads account correctly optimised and taken care of, and did technical issues reduce the effectiveness of your actions?

This is obviously not a closed set of the most important problems with the Google Ads system. In our experience, shortcomings in these areas are most often and to the greatest extent responsible for lower effectiveness of activities than one might expect. Each project, each advertiser is an individual case and it is best to lean into the project in question and analyse it in depth. We are convinced that it is possible to carry out effective and efficient activities in the Google Ads advertising system. Numerous case studies from our clients attest to this. The starting point for us is always a well-prepared and well-thought-out action strategy. If you share our philosophy and our way of thinking about online advertising, get in touch – we’d be happy to talk to you about your business.

FAQ – Questions and answers

What is the biggest mistake you can make when using the Google Ads system?

There are many mistakes that can be made by mishandling the Google Ads system, but the biggest by far is the lack of conversion tracking. Without proper conversion tracking, no Google Ads account will work effectively in the long run.

Do Google Ads work automatically?

No – despite the many conveniences, simplifications and solutions that make it easy to start the process of advertising on Google, it cannot be said that Google Ads will work on its own, without our help. If we care about the effectiveness and quality of our activities and maintain at least partial control over spending, it is imperative that we take constant care and supervision of our advertising campaigns in the Google Ads system.

What influences the effectiveness of my Google Ads?

Many factors influence the effectiveness of our Google Ads, but among the most important are: good matching of ads to topic and audience, high quality of the landing page and the product we are promoting, provision of valuable data on user behaviour to the advertising system, running advertising activities in a continuous and planned manner.

Do I have to use all the options and possibilities of the Google Ads system?

Yes – failing to use the full potential of your advertising account and individual ad units, despite having this option, is a big mistake that will definitely limit our effectiveness and efficiency. Also, failing to ensure that we reach our potential customer along the entire path to purchase or decision-making with differentiated advertising messages is a factor that will make it difficult for us to achieve good results.

Does my website / my product influence my advertising on Google?

Definitely yes! What is more, the quality of our landing page or the match between our product and the customer’s expectations and needs are factors that increasingly determine whether or not our advertising efforts will be effective. Today, in the Google Ads system, those factors that lie on our side and are not hidden in the very technicalities associated with this advertising system are far more important. In other words – it is more likely that a mediocre advertisement for an excellent product will be more effective than an excellent advertisement for an average product.

How much does an online shop cost?

Setting up an online shop is not only a convenient way of doing business online, but also an excellent way of increasing your sales reach and reaching a wider audience. One of the most frequent questions asked by entrepreneurs who want to operate in this sector is the exact price of a comprehensive website creation. In order to answer this question, it is necessary to take into account the individual preferences of the future owner, shop requirements and the technological tools and solutions used. In today’s article, we will give you an idea of how much an online shop costs, as well as its maintenance costs. Enjoy your reading!

Cost of an online shop – what makes up its price?

An online shop does not require the rental or purchase of premises. In this case, the prices primarily involve paying for the server and domain (usually for one year “upfront”). It is additionally important to choose an e-commerce platform (and pay for it, if necessary) and to start working with a web developer who will take care of the implementations. It is also worth remembering to choose an SSL certificate, which is necessary so that customers make purchases without fear of confidential data leakage (e.g. from credit cards).

How much do you have to pay on average for an online shop? – price list for open source and SaaS creation

Given current market standards, an online shop on a free open source platform (e.g. WooCommerce, PrestaShop or Magento) costs between PLN 3,500 and PLN 10,000 net. The price includes the hiring of a web developer who will implement all functionalities and hand over the shop for ready use.

If, on the other hand, you are interested in an online shop on a SaaS (subscription) platform, the price per month of use will range from PLN 100 net to PLN 1 000 net per month (in the case of smaller and medium-sized e-commerce, the prices do not exceed several hundred PLN net per month. The cost of a possible implementation should also be taken into account in this case – approximately PLN 600 – 2 000 net, depending on the platform and advancement of implementation.

Online shop price – what does it depend on? [5 elements]

Below we present 5 most important elements influencing the price of an online shop.

Hosting and domain

Hosting and domain can be purchased from any provider by typing the phrase “web hosting for online shop” or “e-commerce domain” into Google. For our part, we recommend purchasing a domain and hosting from the same company – it is simply more convenient. This is especially possible in the case of domains with standard endings, namely:

  • .pl
  • .eu
  • .com
  • .net
  • .org
  • .biz
  • .name
  • .info
  • .co
  • .xxx

If you want to buy a .uk, .de country domain, the most cost-effective solution will be to buy from local service providers – then even after currency conversion the prices will turn out to be very attractive (but often in excess of several hundred PLN).

The most popular domains (i.e. .pl, .eu, .com) cost up to PLN 100. Others of those we have mentioned oscillate within the range of PLN 200 (.co). If, on the other hand, you want to buy a business domain (.mobi, .tel, .ventures, .enterprises, .careers), a commercial domain (.plumbing, .voyage, .kitchen) or an industrial domain (.diamonds, .glass, .marketing), the costs will be up to PLN 1 000.

Domains are paid for once a year – the same as for the server (hosting). In this case, the costs range from PLN 100 to PLN 600 per year. Usually, however (in the case of smaller and medium-sized e-commerce with average traffic), you will have to pay around PLN 200-300.

Summary: Maintaining a domain and hosting on an annual basis costs between PLN 200 and PLN 600 per year (gross prices).

E-commerce platform


The cost of an online shop also depends on the e-commerce platform you choose. If you do not want to invest a lot of money “at the start”, you should choose a SaaS (subscription) solution. In the case of open source solutions (with open source code), you should reckon with an implementation price that usually amounts to a minimum of several thousand PLN net.

Among the SaaS solutions we can mention:

  • Shopify (prices as low as PLN 89 net per month),
  • WiXeCommerce,
  • Shoper,
  • Squarespace Commerce,
  • Ecwid,
  • BigCommerce.

The most popular open source solutions:

  • WooCommerce (low-cost implementation – from £4,000 net)
  • PrestaShop,
  • OpenCart,
  • Magento,
  • X-Cart.

In general, if you are planning to scale your business and do not want to make a huge investment in the long term, you should opt for Open Source (e.g. WooCommerce). You then pay a few thousand one-off and possibly hire a specialist to implement additional functionality as needed. The price for running such a shop in a perspective of 4-5 years will be within the range of a few thousand PLN (even in the case of regular scaling).

SaaS systems are a good solution for the first year or two, because by paying the cheapest subscription (e.g. PLN 89 per month) for 24 months, the investment will only cost you around PLN 2 100. However, you need to take into account the fact that usually medium-sized e-commerce sites pay more than PLN 150 per month for a subscription, plus a commission on sales (in Shopify it is a few percent on each transaction, depending on the package).

The fact about so-called shop ownership is also important. If you don’t pay for more than a month or the platform in question decides to close your business, you will lose your main source of income. By owning your shop on Open Source, you are completely independent, as you have access to all server files.

Summary: Setting up and running an Open Source shop (e.g. WooCommerce, PrestaShop or Magento) costs a few or several thousand zloty at a time. In the case of SaaS systems, you pay a subscription fee, which can be as much as several hundred zloty per month, which in the long run will far outweigh the cost of setting up Open Source.

Choosing an SSL certificate

For an SSL certificate, you have to pay between a few dozen and a few hundred PLN per year (gross prices). This usually involves costs of around PLN 300. You can choose from the following solutions

  • DV (Domain Validation),
  • OV (Organisation Validation),
  • EV (Extended Validation).

The SSL EV certificate has the highest level of security. As a rule, we can even choose an SSL DV certificate – customers will then be able to make secure online purchases. For medium-sized e-commerce, SSL OV is a good option. On the other hand, if you have a very large site (Allegro type), you should opt for SSL EV or other dedicated solutions.

Summary: You will pay around PLN 100-300 per year for an SSL certificate. Larger costs apply mainly to complex websites with very high traffic.

Hiring a web developer for implementation

You will find the most web developers to implement WooCommerce, as it is currently the most popular platform with over 1,000,000 websites. Costs can vary and depend on, among other things:

  • thedesign – dedicated or from a template;
  • additional implement ations – including integration with payment systems (e.g. PayPal, PayU) and courier implementations (e.g. DHL, DPD);
  • the level of optimisation – responsive and efficient websites are included in the price, while for optimising the website for SEO and additional creation of positioning or sales content, an additional fee should be paid.

The final cost of an online shop also depends on the size of the shop – i.e. the number of products and categories. The price is also influenced by additional integrations with other systems (e.g. ERP, CRM, PIM).

Summary: Hiring a web developer to create an open-source online shop costs between several and several thousand PLN net. Designing a Shopify or Shoper shop involves a cost of up to PLN 2,000 net.

Taking care of the shop

Shop maintenance is not an obligatory cost. However, it is worth being aware of the fact that failure to implement a specific update or improvement may leave your business “behind” – your competitors will overtake you.

In addition, by choosing to click the ‘update’ button yourself (which is not always possible), the template may lose responsiveness, which will need to be corrected manually. Otherwise, the user experience will be drastically reduced. The conversion rate will then decrease and the rejection rate (so-called bounce rate) will increase.

Summary: The cost for shop maintenance is usually tens or hundreds of PLN net per month. Much depends on the specific functionalities and the frequency of additional implementations and changes.

Price for an e-commerce shop and fixed costs – what should be taken into account?

Among the fixed costs of running an online shop we distinguish:

  • domain (on average about PLN 100 per year),
  • hosting – in SaaS systems it is on the side of the platform (approx. PLN 100-600 per year),
  • technical support (from several dozen to several hundred PLN per month).

If you decide to purchase a paid SSL certificate (there are also free ones, less effective, dedicated to small e-commerce), add about PLN 100-300 per year to the fixed costs.

How much does an e-commerce web shop cost? – summary

An online shop in the e-commerce sector usually costs between PLN 3,000 and PLN 12,000 net for open source solutions (e.g. WooCommerce, PrestaShop or Magento). In the case of so-called SaaS, prices in the long term can be considerably higher, depending on the specific subscription, which is no less than PLN 89 net per month. In addition, one should bear in mind the sales commission charged by SaaS platforms. This amounts to several percent.

FAQ – the most common questions and answers [How much does an online shop cost?]

Here are the most common questions and answers about how much an online shop costs!

1. How much does it cost to set up an online shop?

The cost of setting up an online shop is usually no less than PLN 3,000 net. However, a lot depends on the choice of e-commerce platform (e.g. WooCommerce, PrestaShop or Shoper and Shopify), the scope of functionality, the size of the shop and the level of technical sophistication. The choice of design is also important. If you decide on a template – the price will be lower than in the case of a dedicated graphic design.

2. What are the costs of maintaining an online shop

With an open source web shop, you should expect annual costs of several hundred PLN gross. This includes the domain, hosting and SSL certificate. In the case of so-called SaaS, the biggest investment is mainly paying a subscription on a monthly basis. You only have to pay for the domain, as hosting is the responsibility of the platform owner.

3. Is it worth investing in a dedicated online shop project?

A dedicated web shop design will allow us to obtain a unique appearance (standing out from competing solutions) and “on demand” functionalities. However, it should be remembered that the cost of setting up an e-commerce shop with a dedicated design may increase by as much as PLN 2-3 thousand.

4. What are the costs of promoting an online shop?

For advertising an online shop you will pay from several hundred PLN net on a monthly basis. If you care about the most effective form of promotion (i.e. website positioning), prices start from PLN 1,000 net per month. The recommended budget for paid Google Ads (formerly AdWords) and Facebook Ads or Instagram Ads campaigns is approximately PLN 500-800 per month + a commission for the agency for running the advertisement.

5. What is the cost of an online shop if set up independently?

When setting up an online shop yourself, you only pay for hosting (in the case of Open Source), a domain and an SSL certificate. However, most non-web developers find it difficult to program an Open Source shop, so they choose SaaS systems. These, in turn, only require a monthly payment – you then save around £1,000 – £2,000 net on the design of the site, as you can ‘cobble it up’ yourself (not so easy, though).

Google Ads Specialist – who is it, how much does it earn and how to become one?

There are many viable career paths in online marketing. You can be an SEO specialist, a social media marketer or perform your duties as a Google Ads specialist. Earnings depend primarily on your skills – no matter what position you hold, you can make a lot of money or barely make ends meet. Ultimately, it depends on your professional aptitude, acquired skills and motivation to perform. If you want to find out who a Google Ads specialist is, how to become one and how much money on average you can earn as a certified expert, you should read this article!

Who is a Google Ads specialist? – definition

A Google Ads specialist is a person who creates ads on Google – this includes the search network, YouTube and affiliate sites. His or her job is to analyse and determine what the form of the ads and their design should be.


The certified Google Ads specialist is currently one of the most rapidly growing professions. Valuable development opportunities in this case include training from Google and junior positions.

Tasks and competences of a Google Ads specialist

The Google Ads specialist is an expert in the field of Google search advertising. His/her main task is to run and optimise advertising campaigns on the Google Ads platform in order to achieve the highest possible macro and micro conversion rates, for example:

  • purchase of a product,
  • filling in a contact form,
  • use of a service,
  • a product sub-page being recreated
  • share content on social media
  • subscribe to a newsletter
  • download a PDF or e-book,
  • make a phone call,
  • write an email about a collaboration,
  • a visit to the company’s stationary premises.

The following is a list of tasks and competences of a Google Ads specialist that lead to profits for service companies and online shops.

Tasks of a Google Ads specialist:

  • Market research and search for new advertising opportunities.
  • Planning, creating and managing Google Ads campaigns.
  • Optimisation of advertising campaigns to maximise effectiveness and increase conversions.
  • Analysing the performance of advertising campaigns, including monitoring performance and reporting on progress.
  • Conducting keyword research and competitive analysis.

Google Ads specialist competencies:

  • Knowledge of the Google Ads platform and its tools.
  • Knowledge of internet marketing and online advertising principles.
  • Ability to analyse and interpret data.
  • Knowledge of SEO and SEM.
  • Ability to create effective advertising content.

If you need independent Google Ads support from experts from all over Poland, join one of the most popular Facebook groups in our country – SEO/SEM Poland.


Google Ads specialist – how to become one?

A person wishing to become a Google Ads specialist should acquire skills related to internet marketing, as well as have knowledge of the technologies and tools used in online advertising. In order to acquire the right competences, we recommend completing the online training courses offered by Google (e.g. Skillshop) and then getting hired as a junior to gain the necessary experience.

What certifications should you have as a Google Ads specialist?

The most important certifications for Google Ads specialists:

  • google Ads certificate in search network advertising,
  • google Ads certification in search network advertising,
  • google Ads certificate for video advertising
  • google Ads certification for product advertising
  • google Ads certificate for application advertising.

Please see below for details.

Google Ads certificate from search network advertising


The first stage with which most professionals start their Google Ads ‘adventure’. This is the certification in advertising on the search network, which helps you to understand how advertising in this area works.

Google Ads certification in search network advertising


Certificate on display advertising. This is an important tool to help you understand how display ads work and how best to use them.

Google Ads certificate on video advertising


Tests the ability to create and optimise video campaigns on sites such as YouTube and Google Video. Not only technical knowledge is important, but also skilful storytelling that encourages users to explore your offer.

Google Ads certificate with product ads


Relates to product ads in Google Merchant Center. Helps you understand how product advertising works and how you can use it in your marketing strategy.

Google Ads certificate with application advertising


Helps you understand how to advertise mobile apps in Google Ads. Provides information on best practices for creating ad campaigns for mobile apps.

Google Ads certificate on measuring ad performance


Refers to the measurement of advertising effectiveness. Every advertising campaign that takes place online is verifiable in terms of its effectiveness (e.g. in acquiring leads). The success of Google Ads is also measured by specific ratios.

Google Ads specialist – salaries [current rates]

The average salary of a Google Ads specialist in Poland depends on a number of factors, such as location, industry or level of experience. According to various sources, the average salary of a Google Ads Specialist in Poland is from 67 392 PLN to 92 968 PLN per year. This gives a net salary of between PLN 5 616 and PLN 7 747 on an employment contract.


Factors influencing the salary of a Google Ads specialist

Factors influencing the salary of a Google Ads specialist include:

  • location – in Warsaw, Krakow and Wroclaw salaries are higher than in other parts of Poland i.e. Białystok Poznan or Zabrze;
  • industry – in the medical and financial sector, salaries may be much more attractive than in other sectors (e.g. e-commerce), although this is not the rule;
  • level of experience – senior Google Ads specialists tend to earn the most (at SEOgroup above PLN 10,000 net per month).

However, it should be remembered that in most cases the best earners are the so-called freelancers (freelancers). If a given Google Ads specialist is at an advanced level and has more than 5-7 years of professional experience, he or she can earn even a dozen or several dozen thousand PLN net per month. This is especially true if they find foreign clients and work ‘on their own’.

Turning to the realities of our market, the Useme portal’s statistics show that the average earnings of freelancers on the Polish market continue to rise, and the threshold of Google Ads specialists earning more than PLN 5,000 net per month has increased over the past year by 45%.

Interestingly – the most sought-after freelance jobs in Poland are copywriting and social media marketing. Google Ads specialists working in SEO/SEM are only less than 4% of those involved in so-called freelancing.


If you are about to start your adventure in Google Ads – now is the perfect time – you can get ahead quickly and earn a lot. A matter of desire, hard work and professional aptitude.

Career paths as a Google Ads specialist [5 examples]

The prospects for growth as a Google Ads specialist are varied. Those in charge of AdWords campaigns can be promoted to a number of interesting positions after a few years of work, depending on the goals and objectives of the company in question, including:

  1. Online advertising manager is responsible for managing a team of specialists responsible for online advertising and coordinates marketing activities. His or her task is also to create advertising strategies and analyse the results of advertising campaigns.
  2. Marketing team manager – is responsible for the overall marketing strategy of the company. He coordinates the team’s activities, creates marketing strategies and supervises advertising campaigns in the Google Ads tool (formerly AdWords).
  3. Marketing director – manages all departments responsible for marketing in the company (including the work of graphic designers, copywriters and web developers). He or she is responsible for setting marketing budgets, analysing the results of marketing activities and ‘delivering’ projects to completion (including results).
  4. Specialist in web analytics usually deals with the analysis of data on user behaviour on the Internet. This allows Google Ads campaigns to be further optimised.
  5. Internet advertising consultant – advises businesses on advertising strategies and campaign optimisation in Google Ads.

FAQ – most common questions and answers [Google Ads Specialist]

What are the most common questions and answers about Google Ads specialists?

Who is a Google Ads specialist?

A Google Ads specialist is the person responsible for creating Google ads on the search network, YouTube and partner sites. He or she carefully analyses what the ads should look like and decides on their form. He or she determines the duration of the campaign, the locations and the devices on which the adverts are displayed.

How much does a Google Ads specialist earn?

The salary of a Google Ads specialist depends on a number of factors, such as experience, level of knowledge, reputation of the internet marketing agency and type of contract. The average basic salary on an employment contract ranges from PLN 5,616 to PLN 7,747 net.

How do you become a Google Ads specialist?

To become a Google Ads specialist, it is advisable to become Google Ads certified to prove your knowledge and skills in this area. There are various online courses and trainings that prepare you to pass the certification exam. It is also worth keeping up to date with industry trends and news to expand your knowledge.

What is the difference between a Google Ads specialist and an SEO specialist?

A Google Ads specialist deals with the creation of ads on Google, while an SEO specialist optimises websites for search engines. In their work, SEO specialists use, among other things, keywords and internal links to increase the visibility of a website in search results. Everything happens within the organic (free) traffic. Google Ads campaigns involve the generation of paid traffic.

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Google Ads remarketing – how does it work and how to use it?

The purchasing decision-making process for customers is usually long and complex. Users often compare product prices on different portals, check available shipping methods, look for discount codes and consult purchases with others before making a final decision.

So in this article, you will find out what to do to reach users who have already taken an initial look at your offer but have not made any conversions on your website, or perhaps have already become your customers.

What is remarketing?

The prefix ‘re-‘ in the word ‘remarketing’ comes from the English language and means ‘again’ or ‘repeatedly’. Remarketing is therefore nothing more than a marketing activity based on the use of data about a user’s previous interactions with a particular website or specific content on social media, with the aim of reaching out to them again and getting them to make a first or even repeat conversion.

Remarketing and the online decision-making process

We need to be aware that consumers today are aware of the amount of competition online and the arbitrariness of choosing the perfect product.

The ability to compare offers and the widespread availability of information is causing users to make increasingly informed purchasing decisions. Today, almost every user needs at least several visits to a website to make a final purchase decision. The decision-making process therefore often ‘stretches’ over time and involves the use of not one, but many types of electronic devices.

Cross Device: This phenomenon occurs when a user uses a variety of devices during the decision-making process, for example, first browsing a website on a computer and then returning to it using a smartphone.

Multichannel: this is when a user visits the same website, but using different social media, ads or searches directly from a search engine.

So there are many possible scenarios for the path to conversion. For example, a user may browse a particular website on a laptop. On the other hand, the next day he may visit it from a mobile search, and then download a dedicated app and it is there that he makes a purchase the following day.

Remarketing in Google Ads – what does it involve?

In order to prevent potential or existing customers from forgetting about your offer, you can use the possibilities of the Google Ads system and run a remarketing campaign. This will allow you to reach those recipients who have shown interest in your offer at a time of your choosing – this could be the last days, weeks or even months.

Advantages of remarketing campaigns in Google Ads

Google Ads remarketing campaigns allow you to reach people who are already interested in your offer, which increases the chances of a final purchase. In addition, this type of campaign has a positive impact on brand image consolidation.

Google Ads remarketing campaigns can use various forms of advertising, such as graphic ads, video content or even specially prepared personalised offers for regular customers. Remarketing campaigns thus allow you not only to attract new customers, but also to take care of existing ones.

Types of remarketing campaigns in Google Ads

Standard remarketing

Standard remarketing makes it possible to target prepared graphic creations to people who have already visited our website in the past.

Dynamic remarketing

Dynamic remarketing is a kind of extension of the standard remarketing function. This option is applicable in the case of e-commerce, as it allows users to be shown exactly the same products or categories in which they were interested.

How do I set up a remarketing campaign in Google Ads?

Remarketing in Google Ads requires careful planning of activities and proper segmentation of target groups. Care must be taken to ensure that the adverts are not too intrusive and do not display too often, but at the same time catch the attention of the recipient.

Steps to launch a remarketing campaign in Google Ads:

1. Enable remarketing in Google Ads and upload a tag in Google Tag Manager.

For detailed instructions on how to upload a tag to your website, see the following link:

2. Creating remarketing lists.

The next step is to create remarketing lists.

To set up any remarketing list from within Google Ads, log into your account, then go to the tools and settings tab located in the top bar and search for shared resources>manage audiences.

If you click the blue plus icon, you will see the different options for creating remarketing lists.

Site visitors: these are people who have visited your website or specific landing pages. By selecting this option, you can include, for example, people who have visited your site or selected sub-page(s) at any time.

If you want to target users who have visited a particular subpage, you can use the “refine action” option.

App users: App users are people who have downloaded your mobile app.

YouTube users: These are users who have interacted with your videos or YouTube channel.

Customer list: This is an option that allows you to manually upload individually collected Customer data.

Custom combination: Custom combination is the option to create a list based on already existing remarketing lists.

3. Set ad groups in terms of the audience lists created.

When creating a new ad group, select any of the created audience lists:

Remarketing in Google Ads, and Google Analytics 4

With Google Analytics 4, the latest version of Google Analytics, you have the opportunity to measure the activity of users who use a number of different devices and across several platforms during their purchase path. In this case, the system does not collect user information only by means of the now discontinued third-party cookies and device ID (in the case of mobile apps), but treats them as the bare minimum.

The system also takes into account User ID, i.e. information about the behaviour of logged-in users, and Google Signals, i.e. additional information about users’ activities on other services. By implementing User ID, Google Analytics is able to ‘duplicate’ users on different devices – so when a user returns to our site, Google Analytics can attribute subsequent behaviour to the same user and does not treat them as a completely different person. The use of User ID or Google Signals is not mandatory, but it definitely increases the effectiveness of Google Ads remarketing.

Advantages of remarketing in Google search marketing

  1. Effectiveness – Remarketing allows you to target users who have already interacted with your website or product. This is more effective than trying to attract entirely new customers.
  2. Personalisation – With remarketing, we can create personalised ads that are more appealing to users and increase the chance of them clicking through.
  3. Cost control – Remarketing allows us to control advertising costs by being able to set limits on ad impressions to users.
  4. Statistics – Google Ads provides accurate statistics on remarketing campaigns, allowing them to be analysed and optimised.


Remarketing in Google search marketing is an effective advertising strategy that allows us to reach out again to users who have already interacted with our website or product. Through the use of cookies and personalised advertising, we can increase the chances of convincing a user to purchase or revisit our website.

Run a remarketing campaign with the specialists from SEOgroup! Feel free to contact us

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Which CMS is good for SEO? – comparison

Which CMS is good for SEO? This question cannot be answered unequivocally, but by analysing specific factors, we are able to select the 9 best content management systems on the basis of which SEO optimisation becomes considerably easier! If you want to find out more about the best CMS for SEO – be sure to read today’s article! Enjoy your reading.

Best CMS for SEO – ranking [TOP 9]

Among the best CMS systems for SEO, we can distinguish:

  • WordPress,
  • Joomla,
  • PrestaShop,
  • Magento,
  • Shoper,
  • WIX,
  • Drupal,
  • Shopify,
  • RedCart.

See below for details.

WordPress vs SEO

Advantages of WordPress in terms of SEO:

  • Automatic XML sitemap generation – WordPress makes indexing easier and faster for Google’s robots (known as crawlers).
  • Automatic image optimisation – WordPress speeds up page loading (one of the most important SEO factors).
  • Ability to easily edit meta data – this involves automating titles (meta title) as well as descriptions (meta description), which are important for SEO.
  • Responsiveness – the WordPress system provides web surfers with thousands of responsive templates that are easy to edit (this enables comfortable browsing on mobile devices and influences the UX aspect, which is important for SEO.
  • Compatibility with HTML5 and CSS3 – this makes WordPress websites modern and compliant with search engine requirements.
  • Simple and clean code structure – making it easier for search engines to index the site (this also affects maximising site performance).
  • Ability to manage users and permissions – this is very important in the context of SEO, as it guarantees better control over publications within your website.

WordPress is currently one of the most SEO-friendly CMSs available. Mainly due to the presence of valuable optimisation plugins. In this case, we can highlight, among others, Yoast SEO (editing meta tags, implementing redirects, tidying up the header structure), AMP for WP (the ability to reduce the loading time of content on mobile devices) and Jetpack (with the help of this plug-in, you will verify aspects related to technical SEO, the improvement of which will translate into achieving higher positions in organic search results).

Joomla and SEO

Joomla advantages in terms of SEO:

  • Enhanced content management – Joomla offers many built-in features, such as a system of categories, tags and modules, which facilitate the creation of unique and attractive content, which can influence high search engine rankings.
  • Built-in support for SEO plugins – Joomla makes it easy to install and configure SEO plugins, such as sh404SEF, to help optimise your site and ensure high search engine visibility.
  • Integrated internal linking system – Joomla has a built-in internal linking system that allows you to easily link to other pages on your site, which is important in terms of creating good navigation for users and improving indexation by search engines.
  • Built-in meta data management – Joomla has built-in tools for managing meta data, such as titles and descriptions, which allow for accurate and flexible meta data customisation for each page.
  • Availability of multiple SEO extensions – Joomla has a huge community of developers who create multiple SEO extensions (e.g. JoomSEF), allowing you to easily customise your site to meet search engine requirements.
  • Support for multilingualism – Joomla offers built-in support for multilingualism, allowing you to easily translate your content and customise your site for different markets (including for SEO).
  • Availability of built-in A/B testing tools – Joomla has built-in A/B testing tools that allow you to test different versions of your site and optimise it for SEO effectiveness.

A big plus in the Joomla CMS are the generated links and the hierarchical organisation of the content structure according to valuable keywords for your business in terms of sales.

PrestaShop and SEO

Advantages of PrestaShop in terms of SEO:

  • Customisable caching time – PrestaShop helps to optimise page load speed and improve SEO.
  • Built-in module to manage H1, H2, H3 headings and Alt tags – PrestaShop makes it easy to optimise for key phrases and improve content readability.
  • Ability to set a canonical URL for products and categories – PrestaShop helps avoid duplicate content and improves positioning in search results.
  • Responsive design – this is very important in terms of improving rankings in Google (according to a recent study by, more than 50% of web traffic comes from mobile devices).
  • Integration with Google Analytics PrestaShop allows integration with Google Analytics to track website traffic and analyse marketing activities.

PrestaShop is a CMS that also guarantees out-of-the-box solutions. With it, we can implement free promotional tools (e.g. coupons) and seamlessly manage returns and track orders. After an in-depth analysis of the various aspects, we can easily influence conversions on your website.

Magento and SEO

Magento’s advantages in terms of SEO:

  • Easy content management – constantly updated and valuable content attracts users and positively influences search engine positions.
  • Seamless integration with other tools – this makes it easier to manage and optimise your site.
  • Open source code – this allows us to customise the platform to meet individual SEO needs.
  • Customisable redirect rules – very important in terms of link maintenance and position in search results.
  • Automatic generation of H1 tags – Magento automatically generates H1 tags for pages and categories, which helps optimise the site for search engine guidelines.
  • Built-in content management tools – this is exemplified by a WYSIWYG editor to easily create valuable and attractive content for users and search engines.
  • Easy management of product attributes – Magento allows easy management of product attributes, which influences higher product positions in search results.

Magento is all about the ease of on-site SEO optimisation of the site. Owners can seamlessly edit metadata, create friendly URLs (not automatically generated) and place canonical tags on the site.

Shoper and SEO

Advantages of Shoper in terms of SEO:

  • Control of duplicatecontent – Shoper provides tools to control duplicate content (this helps avoid search engine filtering issues).
  • AMP support – Shoper allows you to implement AMP technology, making your website more responsive and loading faster on mobile devices. This in turn contributes to the effectiveness of SEO efforts.
  • Support for microdata – Shoper supports a microdata schema to help search engines understand the structure of the site.
  • Support for redirects – this makes it easier to maintain external and internal links when URLs change.
  • Support for rel=”canonical” – this helps prevent search engine filtering issues.
  • Support for HTTPs Shoper offers full support for the HTTPs protocol, which increases user security and positively impacts the effectiveness of SEO efforts.

By opting for a Shoper online shop, you have access to a number of features that make this platform SEO-friendly. One of them (which we have not mentioned above) is the free company blog feature. This is a very interesting option to develop the SEO potential of your website for long tail SEO phrases. With their help, we can increase the number of visits to the site. According to research carried out by according to a study by, more than 50 per cent of users enter phrases consisting of at least three to four words into Google.


Advantages of WIX in terms of SEO:

  • SEO analysis tools – WIX offers SEO analysis tools to track website traffic, keywords and competitive analysis.
  • Meta tag personalisation – WIX allows you to personalise meta tags such as page title, description and keywords (this makes it easier to position your page in search results).
  • URL friendliness – WIX enables URL customisation, which has a positive effect on the indexing of the website by search engines.
  • Loading speed for graphics and multimedia – WIX websites are optimised for loading graphics and multimedia (this results in faster indexing of sub-pages by search engines).

A noteworthy feature of WIX is the ability to integrate the website into social media. In the long term, this solution makes it possible to gain additional traffic to your website from your Facebook, LinkedIn, Twitter, TikTok or Instagram.

Drupal and SEO

Drupal advantages in terms of SEO:

  • Built-in performance monitoring tools – such as Drupal Watchdog to help monitor site performance, which has a positive impact on SEO.
  • Support for RSS feed s – Drupal allows you to create and share RSS feeds that positively impact search engine indexing (this translates into increased traffic to your site in the long run).
  • Open Graph support – Drupal allows you to add Open Graph tags to your pages (this allows you to display information on social media platforms more easily and effectively, resulting in additional traffic to your site from social media).
  • Availability of modules for code verification and enhancement – this helps to design high quality pages, benefiting SEO (e.g. due to minification of HTML and CSS code).
  • Compatibility with HTTPS – Drupal is HTTPS-compliant, which influences higher rankings in search results, as search engines prefer sites with an encrypted connection.

Drupal is simply an SEO-friendly CMS. Here, the numerous SEO modules (e.g. Pathauto, Link Checker and Honeypot) and quite a lot of configuration possibilities (including additional automations, e.g. regarding meta tags) should be highlighted in particular.

Shopify and SEO

Advantages of Shopify in terms of SEO:

  • AMP support – Shopify makes it easy to deploy pages using AMP technology, which reduces loading times and improves SEO results.
  • Search engine friendly product tags – Shopify offers flexible product tags, allowing for easy and accurate product tagging (resulting in more efficient indexing and higher product rankings in search results).
  • CanonicalURL support – Shopify offers Canonical URL support, which helps to get rid of duplicate URLs, thus improving SEO results.

Shopify has quite a few limitations in terms of SEO (e.g. in terms of the sitemap generation function and canonical link management). Despite everything, it does not hinder SEO and has all the features to make your website appear at the top of the search results. On the other hand, it is not particularly attractive from a search engine optimisation (SEO) perspective.

RedCart and SEO

Advantages of RedCart in terms of SEO:

  • Automatic addition of HTTPS version – RedCart automatically adds HTTPS version to URLs (this increases the security of the site and improves SEO).
  • Built-in meta tag editor – RedCart offers a built-in meta tag editor that allows you to make changes to meta tags easily and quickly.
  • Automatic addition of alt attributes to images – RedCart automatically adds alt attributes to images (this is a certain convenience when indexing pages and reading them when the hardware is not available).

RedCart does not stand out in terms of SEO anything special among the CMSs we have mentioned in today’s article. However, it is important to note the very intuitive and seamless optimisation for on-site SEO (the aspect involving the interior of the site). You can easily add meta tags and create friendly links here. Interestingly – despite the fact that most packages do not allow you to edit the HTML and CSS code, all you need to do is ask support, who will fulfil your request within 2-3 working days.

FAQ – Frequently asked questions and answers

What are the most common questions and answers in terms of the best CMS for SEO?

1. Which CMS is the best for SEO?

One of the best CMSs for SEO is WordPress. It is a very intuitive platform that stands out for its numerous SEO-friendly improvements and automations (e.g. in terms of implementing meta tags, creating redirects or optimising content according to relevant keywords). There are also special SEO-optimised templates in WordPress. This makes work very easy and saves time.

2. Which five CMSs are good for SEO?

Among the reputable CMSs that are SEO-friendly, we can mention WordPress, Joomla, PrestaShop, Shoper and WIX, among others. Positioning in this case may prove to be cheaper and more effective than based on other solutions (i.e. RedCart or Shoper). This is for a simple reason – due to the numerous facilities (e.g. in the form of plug-ins), SEO specialists will have to spend far fewer man-hours on comprehensive optimisation.