November 2024

Having the right domain can be a key part of your branding and search engine visibility strategy. Why should you consider taking over an existing domain? The answer is simple: an attractive domain name not only attracts the attention of potential customers, but can also positively influence the positioning pages. In this article, we will provide a step-by-step overview of how to successfully take over a domain, what to look out for during the process and what benefits can result.

What is a domain anyway?

Domain An Internet address is a unique address that allows users to find a particular website on the web. It is made up of two main parts: the name and the extension, which indicates the nature or location of the site. For example, in the address www.example-.domain.pl, 'example-domain' is the name and '.pl' is the extension indicating Poland as the country of registration. A domain is a key element of identification on the internet, as it allows content to be accessed easily and quickly without having to remember complicated addresses IPwhich is implemented by the Domain Name System (DNS).

Simpler? A domain is like the address of your home on the internet. Just as you need an address for someone to find your house, a domain name allows others to find your website. If you want people to be able to access your website, you need to have a unique 'address' on the web that is easy to remember, such as www.twojastrona.pl. On the internet, every address needs to be unique, just as no two house addresses are the same in the real world.

What is domain seizure and why is it carried out?

Domain repossession is a process that involves buying and re-registering a domain that has expired or been abandoned by its current owner. When the owner fails to pay the required fees, the domain goes back on the market and becomes available to other users. In practice, this means that you can 'capture' an attractive name that was previously in use.

Why take over domains?

There are several reasons why entrepreneurs and specialists in SEO decide to take this step. Firstly, acquiring a domain with a good history can significantly support SEO efforts. Older domains often already have an established position in search engines and valuable backlinks, which can help you achieve better results faster in organic search results. Instead of building a new site from scratch, you can benefit from the potential of your existing site.

Another reason is the desire to have a particular domain name that is already taken. Many popular names are already registered, and seizing them can be a way to get an address that perfectly fits your business. Finally, some investors capture domains with a view to selling them later. Attractive names can attract other buyers, which creates an opportunity for profit.

How to take over a domain step by step?

Situation 1 - How do I take over an expired domain?

Internet domains, like other resources, have a life cycle. In certain situations, they may become available for re-registration. It is useful to understand the stages of a domain's life cycle so that you know when and how to capture them.

Domain life cycle

A typical domain lifecycle consists of four main stages:

1. Domain available for registration - The domain is free, no one has registered it yet.
2. Domain registration - The domain is registered by the registrant for a specific period (usually one year).
3. The domain has expired - if the registrant does not pay the renewal, the domain goes into a so-called quarantine period.
4. Domain available for re-registration - once the quarantine period is over, the domain returns to the market and can be re-registered.

The quarantine period is the time during which an expired domain is not available to new registrants, but the current owner can still retrieve it by making a payment. It usually lasts between 30 and 40 days, depending on the domain registry. Once the quarantine period has expired, you have the chance to seize the domain in question.

However, you need to know that for popular or valuable domains, especially those attractive for SEO, automated capture systems are often used. In such situations, manual attempts to register the domain may not be successful.

Situation 2 - How do I take over a domain that is already registered by another owner?

Check who the owner is

Take advantage of WHOISto obtain the details of the domain owner. This will help identify if the domain is for sale or when it may expire.

WHOIS is a public database containing information about registered domains. Here are examples of this type of database:

• https://dns.pl/whois - .pl domains
• https://eurid.eu/pl/ - .eu domain 
• https://webwhois.verisign.com/ - Global domains .com, .net, .name, .cc, .tv, .edu.

By typing in the domain name you want to check, for example, you will get information like this:

• DVR: The company with whom the domain is registered.
• Owner: Name and contact (sometimes hidden for privacy reasons).
• Date of registration and expiry: When the domain was registered and when it expires.
• Name servers: DNS addresses that direct the domain to the appropriate server.

Please note that some owners use privacy protection that hides their data. In this case, you may try to contact your domain registrar.

Get in touch

Find the owner's contact details (email or phone) and send a polite enquiry about the possibility of purchase. If the website is published on the web and the company's offer is on the page, the chances of the domain being seized are lower, especially if the website is regularly updated. On the other hand, if the website does not open and has not been updated in recent years, then your chances of seizing the domain increase.

Negotiate the price

Be prepared to talk about price. Assess the value of the domain, taking into account its age, popularity and potential benefits. You can use online domain valuation tools e.g. Estibot, GoDaddy Domain Appraisal and Sedo.

Ensure a secure transaction

You can, for example, use Escrow. This is a secure service that mediates transactions. The money is held by a third party and only transferred to the seller once it is confirmed that the domain has been transferred.

Transfer domain

Once the transaction has been finalised, the current owner should provide you with an EPP code. Log in to your registrar, enter the code and start the transfer process. Please note that this may take a few days.

How much does it cost to take over a domain?

If the current owner does not renew it on time, you can take it over for the price of a standard registration. However, when buying through a domain exchange or negotiating directly with the owner, the price depends on the agreement between the parties.

Acquiring a domain name is a strategic step that can make a significant difference to the development of your online presence. A well-chosen domain not only increases brand recognition, but also supports SEO efforts. However, it is worth bearing in mind that it may not always be possible to capture your dream domain. In such situations, consider choosing an alternative domain that can equally reflect the nature of your business or another extension (for example, ".com" or ".net").

If you have your own website, you certainly want web users to be able to find it easily. This is where optimisation Search Engine Optimisation (SEO). It's a valuable marketing tactic that can attract organic traffic - and therefore potential customers - to your site. Don't worry if you're a small business owner and don't have the budget to hire SEO experts. There are plenty of do-it-yourself (DIY) tips and tricks that can deliver results. In this article, you will read about the top 5.

Positioning = SEO?

•  SEO (Search Engine Optimisation) is an English term that refers to the process of optimising a website to increase its visibility in organic search results. It encompasses a variety of activities such as optimising content, site structure and link building to gain valuable traffic.
• Positioning is a Polish term that refers to all activities aimed at improving the visibility of a website in Google search results.

Although most people treat SEO and positioning as synonymous, some experts believe that SEO is only part of the positioning process. From their perspective, SEO mainly focuses on the technical optimisation of a website (on-page), while SEO encompasses a wider range of activities, including link building. In this article we will use these terms interchangeably.

The importance of SEO for companies

SEO is key for companies looking to increase visibility in organic search results. This in turn can translate into greater brand awareness and an increase in organic traffic to the website.

While it may take some time to learn and implement key SEO strategies yourself, the benefits are well worth it. Here are the most important ones:

• Building trust and authority: Users often perceive sites that rank high in search results as more credible. A high ranking in the SERPs (Search Engine Results Pages) signals that Google recognises your site as a valuable source of information, which increases trust in your brand.
• Improved traffic quality: SEO not only increases the number of visits, but also attracts more relevant users. By optimising your content and using relevant keywords, your website can attract people who are genuinely interested in your products or services.
• Long-term benefits: Unlike paid advertising campaigns, which stop producing results once the budget is exhausted, SEO can produce long-term results. A well-optimised website can maintain a high position for a long time, which means a steady flow of organic traffic at no extra cost.

How to position yourself? The 5 most important steps

Conduct keyword research

The first step in SEO is to find the right key phrases, i.e. the words or phrases that your potential customers type into Google when looking for the products or services you offer. Free tool Google Keyword Planner allows you to identify popular phrases and assess their competitiveness. Choose the ones that best suit your site and that have the greatest potential to attract users.

Ideally, keywords with high monthly search volume (MSV) and low competition should be used, but this is not always possible.

Take care of on-page SEO elements

On-page SEO is the optimisation of elements on a page that affect its visibility in search engines.

Among the most important are:

• Page title and meta description - make sure they include key phrases and encourage clicks. To implement optimised metadata, you can use the plugin Yoast SEO (if your site is built on WordPress).
• Headings (H1, H2, H3) - use them logically, introducing key phrases in the headings.
• Structure URL - Ensure that URLs are short, understandable and contain key phrases. You can also implement these with the help of Yoast SEO.
• Optimisation images - use appropriate file names and ALT tags that contain keywords.

Create valuable content, taking into account selected phrases

Content is one of the most important factors for SEO. Create blog articles and product/service descriptions that answer users' questions and solve their problems. Include keyword phrases in a natural way, but avoid overuse as this can negatively affect the user experience and Google's rating of the site. Remember that content must be engaging and valuable to attract organic traffic.

Look for opportunities to acquire backlinks

Backlinks are links that lead to your site from other sites. Google sees them as a vote of confidence that increases your site's authority. Look for ways to acquire quality links, such as by collaborating with bloggers, guest posting on other sites or creating content that others will want to share.

You can also create content linking to your website on social media, answer questions on forums, Quora or add entries in company directories (the so-called NAP business cards).

It is important that links come from credible and thematically related sites!

Monitor results

Once you've implemented optimisation efforts, you need a way to track the effectiveness of your hard work. Fortunately, there are a number of user-friendly SEO tools that can help you make sure you're achieving your goals, or at least getting closer to them. Examples include Google Analytics i Senuto.

Whatever SEO tools you use, it is important to find ones that make it easier for you to monitor your SEO. By reviewing the data, you will see what is working and what is not - and be able to make changes accordingly. Also keep up to date with SEO trends and updates. While good SEO practices don't change much over time, there are trends and updates that can affect your search engine results. Check regularly Google Search Central and visit SEO blogs - for example, ours! 🙂 🙂

Start taking action and, with small steps, move towards greater online visibility!

Remember that SEO is a long-term process that requires patience and regularity. Every progress, even the smallest one, brings you closer to achieving higher positions in search results. Over time, your website will gain more traffic, which will translate into more potential customers. It is important not to be discouraged by initial difficulties, as SEO effects come gradually but are long-lasting. Consistency in your efforts and regular monitoring of results will keep you on course for success.

If you have a marketing budget over time, it is worth allocating some of it to SEO. While SEO on your own can deliver results, remember that SEO specialists, with their knowledge and experience, will achieve results faster and more effectively. 

Google, as a leader among search engines, is introducing new AI-based features. One of the latest and most intriguing innovations is Google AI Overview, a feature designed to help users gain knowledge through concise answers to queries. This makes the search engine even more efficient, providing information without having to sift through multiple pages. In this article, we will look at the mechanics of this new feature, as well as its impact on SEO. What challenges and opportunities does AI Overview bring? The answers to these questions will be crucial for anyone looking to navigate the new reality of digital marketing.

What is Google AI Overview?

Google AI Overview is an advanced artificial intelligence-based functionality designed to improve the user experience when using the search engine. It is a tool that integrates an AI model called Gemini, a specialised generative artificial intelligence system designed by Google to answer complex questions by providing short, condensed answers.

Does Google AI Overview appear with every query?

Google uses this feature especially for complex questions that require in-depth answers or broad context. For example, a user asking about the differences between different treatments or details about climate change might receive synthesised, well-crafted answers that take into account different viewpoints. AI Overview is not activated for every query - the tool appears where a standard set of search results might be less effective in providing relevant information.

Is Google AI Overview available for Polish users?

The feature will debut in May 2024 in the US, but the exact date of its rollout worldwide, including Poland, has not yet been announced. Google plans to make AI Overview available to more than one billion users worldwide by the end of this year, which means Polish users could soon benefit from the new search capabilities.

How does Google AI Overview work?

1. Data collection
Once a user has typed in a query, Google AI Overview performs an initial analysis, identifying all available sources of information that may be useful. AI collects content from various websites, articles and databases, processing the information to find relevant snippets that answer the user's query.

2. context analysis and information selection
AI then proceeds to filter the information. Not all data is relevant - Google uses sophisticated algorithms that analyse the context of the query and select the information that is most relevant and up-to-date. AI also takes into account aspects such as the authority of the sources to ensure that the information provided is reliable.

3. synthesis of responses
Once Google AI Overview identifies relevant information, it proceeds to synthesise it. Using AI's generative technology, the system combines pieces of content to create a single, concise summary that takes into account different perspectives and data. 

4. display of responses
Finally, Google AI Overview presents the processed response at the top of the search results. Unlike traditional search results, where the user has to click on various links to retrieve information, here the user receives a ready-made summary directly on the page. For more complex queries, AI Overview can also present additional context or questions for the user to develop.

The benefits of Google AI Overview, putting user convenience first

• Saving time
  Google AI Overview introduces a revolution in the way information is retrieved, significantly reducing the time it takes to find answers. 
• Improved precision of responses
  Thanks to its advanced artificial intelligence algorithms, Google AI Overview is able to provide a fine-tuned response that takes into account various aspects of the query. 
• Increasing the availability of knowledge
  Google's AI Overview feature can be particularly helpful for people who are inexperienced in a topic but need to understand key information quickly.

Challenges and controversies surrounding Google AI Overview

Problems with accuracy and reliability of data

Although Google AI Overview uses advanced algorithms that are able to process and analyse vast amounts of data, the system may still face issues related to the accuracy of the information. In particular, if data comes from less reliable or untrusted sources, there is a risk that users will receive answers that may be incorrect or incomplete.

Problems with the timeliness of information

Google AI Overview processes data that is available on the internet, but how quickly and how accurately AI reacts to changes in available information can be problematic. In rapidly changing fields such as medicine, technology or politics, AI may not always be able to provide the latest and most accurate information in real time. For this reason, although AI has the potential for rapid responses, users should be aware that summaries may not always include the latest developments.

Challenges for content creators

From the perspective of content creators, Google AI Overview can be challenging. When AI generates responses that are synthesised from a variety of sources, this can lead to fewer clicks on websites. Users receive the answer directly on the search results page, which can result in a decrease in website traffic. In addition, if AI incorrectly synthesises an answer, the reputation of the source of the information may be negatively affected.

Ethical issues

Artificial intelligence (AI) relies on huge data sets that are not free of human errors or stereotypes (biases). As a result, if there are unconscious biases in the output, the algorithm can pick up on these and transfer them to its analyses and responses, which can lead to discrimination or misrepresentation of facts. This is especially true for sensitive topics such as social issues, health or politics.

Moreover, the automatic selection of sources deemed reliable by Google may limit the variety of prospects that users will see in search results, reinforcing the dominance of certain views. The lack of transparency in the process of selecting these sources can lead to doubts about the neutrality of AI and the question of whether the answers chosen are truly impartial.

Google AI Overview - the future of search?

Google AI Overview introduces a new standard in search that could dramatically change the way users source information. For the SEO industry, this means adapting - content quality, structure and source authority will become increasingly important so that Google's algorithm can better understand and promote valuable information. In turn, users can expect their searches to become more contextual and detailed.

One of the most important, and often overlooked, elements of search engine optimisation is how easily search engines can discover and understand your website. This process, known as crawling and indexing, is fundamental to your website's visibility in search results. Without crawling, your pages cannot be indexed, and if they are not indexed, they will not show up in search engine results pages (SERPs). In this article, we will look at exactly what crawlability is, what factors influence it and how to improve its effectiveness to increase traffic to your site. 

What is a crawler?

A search engine, such as Google, consists of three elements: a crawler, an index and an algorithm. The crawler follows links around the internet 24/7! When the crawler visits the website, it saves a version of the HTML in a giant database called an index. This index is updated every time a crawler visits your site and finds a new or changed version. Depending on how important (according to Google) your site is and the number of changes you make, the crawler visits it more or less regularly.

Note: A crawler is also referred to as a robot, bot or spider. And a Google crawler is sometimes referred to as a Googlebot.

How does the indexing process work?

Page search:
Search engine robots start the process by crawling the various websites. 

Content analysis:
When crawling, the robots analyse the content of the pages, identifying keywords, on-page content, traffic, headings, links and other page elements.

Indexing:
The information found is then stored in the search engine's index. An index is a type of table of contents that allows you to quickly find relevant results for a specific query.

Index updates:
The index is updated regularly to reflect changes to the websites. New content is added and outdated or deleted content is updated or removed from the index.

What then is crawlability?

Once you know what a crawler is and how it works, it is time to answer the question: what is crawlability? It is nothing more than the ability of a given page to be effectively crawled by search engine robots. 

Problems with crawlability can negatively impact a website's organic search positions.
It is important to distinguish between crawlability and indexability. The latter refers to the ability of a search engine to analyse a page and add it to its index. 

Why is crawlability important?

Crawlability is crucial for any site that aims to gain organic traffic from search engines. Crawlability allows search engines to crawl pages to read and analyse their content, which then allows them to be added to the index.

Using a simple analogy: crawlability is the ability to search content (like a librarian searching the shelves) and indexability is the process of adding that content to a database (like adding books to a catalogue). Both processes are necessary for a site to be visible in search results.

What affects the crawlability of a website?

• Presence in the sitemap

Web pages that are not included in the site map or do not have internal links (known as 'orphan pages') cannot be found by the crawler and therefore cannot be crawled or indexed. For a page to be indexed, it must be included in the site map and should have internal links.

• Nofollow links

Googlebot does not follow links with the "rel=nofollow" attribute.

So if a page has, for example, only one link nofollow, this is equivalent to the absence of any links in the context of crawling.

• File robots.txt

The robots.txt file tells search engine robots which parts of your site can and cannot be accessed.

If you want a page to be crawlable, it must not be blocked in the robots.txt file.

• Quality of content

Search engines only want to crawl and index quality websites. To ensure they crawl your site, make sure you only publish quality content. Avoid content that is not helpful to your visitors.

• Technical problems

A number of technical issues, including server problems, long page load times, broken links and redirect chains, can prevent search engine robots from crawling your site. 

How do you find crawlability issues on your website?

Crawlability can be effectively checked by means of Google Search Consolewhich is a free tool provided by Google. 

How does Google Search Console help in assessing crawlability?

1. Crawl reports
   Google Search Console provides detailed reports on crawler activity on your site. You can see which pages have been crawled and also identify any issues that may be preventing crawling.
2. Indexing errors
   The tool informs you of indexing errors, such as page access problems or 404 errors. With this information, you can react quickly and fix problems.
3. Site map
   You can upload an XML site map to Google Search Console, making it easier for search engine robots to find all relevant pages on your site. The site map helps you to better understand the structure of your site and improves its crawlability.
4. Internal link analysis
   Google Search Console also allows you to evaluate internal links, so you can ensure that robots have easy access to all relevant pages on your site.
5. Performance monitoring
   The tool allows you to monitor your website's performance in search results and analyse data on clicks, impressions and ranking positions. This provides a better understanding of how crawlability affects your site's visibility in search engines.

An alternative, simple way to detect crawlability issues on a website is to use the free SEO tool --> Ahrefs Webmaster Tools. It can crawl the entire site, monitoring for new or recurring problems. 

Crawlability is a priority!

The first step in optimising your pages for search engines is to ensure that they are crawlable and indexable. If they're not - they won't appear in search results. And that means you won't be gaining organic traffic. Even the most valuable content on your site won't work if search engine robots can't find and index it. 

External linking is one of the most important elements of SEO. A well-built network of backlinks increases the authority of a website in the eyes of search engine algorithms, leading to better ranking results. However, not all links are created equal. More and more attention is being paid to Tier 2 links. What exactly are such links and how can they contribute to a natural link profile? In this article, we will look at the role of Tier 2 links in an SEO strategy, their impact on a site's authority and effective methods for acquiring them. Understanding this will not only help you to build a balanced link profile, but also to avoid the pitfalls associated with unethical SEO practices.

What are Tier 2 links?

Link A backlink is nothing more than a link that comes from another site and points to ours. Tier 2, or level two, links are links that lead to pages that in turn link to our website. In the context of link building, this can be likened to a pyramid, where our website is at the top and Tier 1 and Tier 2 links form its foundations. The more such links, the stronger the signal of authority sent to search engines becomes.

Another comparison to help you understand tier 2 links is the analogy of a family tree. Tier 1 is your parents, who directly influenced your life. Tier 2 is your grandparents, who may not have influenced them directly any more, but instead influenced your parents and therefore - indirectly - you. 

Impact on link profile and naturalness in the eyes of Google's algorithms

Google's algorithms take into account not only the number but also the quality and structure of backlinks. Tier 2 links help you create a natural-looking link profile that doesn't just rely on links directly leading to your site. Instead, you build a more complex ecosystem that reinforces Tier 1 and signals to search engines that the link building process is organic. This differentiation of activities reduces the risk of suspicion of algorithm manipulation and minimises the risk of penalties for unnatural linking practices.

Examples of situations in which Tier 2 links can help

Tier 2 links are particularly useful for guest content or articles that have Tier 1 links leading to your site. Reinforcing such articles with additional links makes them gain authority on their own and sends stronger signals to Google. For example, if you publish a guest article with a link to your site on a reputable industry site, supporting that article with additional Tier 2 links will help both the article itself and your site rank better.

Benefits of Tier 2 link building

Increasing the value of Tier 1 links: Tier 2 links reinforce the value of Tier 1, making the signals sent to search engines more compelling. The more valuable sites that support Tier 1 links, the greater their strength, resulting in better visibility in search results. Through this process, you can benefit from cascading effectwhich translates into an increase in the authority of your domain.

Diversity of link sources: Tier 2 links come from a variety of sources, such as blogs, discussion forums or review sites. Such diversity is valued by Google's algorithms, which favour sites with a wide range of links from credible and diverse places on the web.

Avoiding spam patterns: One of the key aspects of building a natural link profile is to avoid patterns that may indicate unnatural SEO activity. Focusing only on Tier 1 links can make Google's algorithms suspicious if the links come from a limited number of sources. Tier 2 links allow you to build a more balanced profile.

Secure Tier 2 link building

To build Tier 2 links effectively, it's worth applying a few proven techniques. First and foremost, diversify your link sources. Websites, blogs, forums, social networks - are sites that can provide valuable Tier 2 links. It is important that these links are placed in a context related to your industry. Additionally, it is worth betting on contentwhich will be useful to your audience. Creating valuable content that will be linked to by other sites will automatically strengthen the authority of your site.

When building Tier 2 links, it is important to avoid techniques that could be considered spammy. Automating link building, using link farms or buying low-quality links are strategies that can do more harm than good. Google is constantly improving its algorithms to detect such unethical practices, which can lead to penalties and a drop in search positions. Instead, focus on long-term link-building strategies that will produce stable and sustainable results.

How to build Tier 2 links effectively?

To effectively implement a Tier 2 linking strategy, it is worth considering:

• Guest posting and sponsored articles: When publishing content on external sites, links leading to our Tier 1 publications can be added. This allows the content to be naturally enriched with contextual links.
  
• Use of SEO platforms: Tools such as WhitePress offer the ability to order additional Tier 2 links when placing sponsored article orders. This allows you to easily add valuable links within a single campaign.

Remember! It is important to choose quality and credible portals. Links from low-quality sites may not bring the expected benefits and, in extreme cases, may even damage the reputation of our site.

Not just tier 1 and 2 - meet tier 3

Tier 3 links are the third layer in the link-building structure, acting as support for the overall link pyramid. These are typically links of lower SEO value, placed in places such as forums, comments, user profiles, or less prominent backend pages. While they may not have much power on their own, their abundance and strategic placement can amplify the signals sent by Tier 2 links.

An example linking strategy might look like the following:

• Tier 1 - Links of the highest quality: You start by building solid, high-quality links that lead directly to your site. These can be sponsored articles on industry portals, guest posts on popular topic blogs or links placed on sites with high SEO metrics (e.g. DR, organic traffic). It is important that these links come from authoritative sources and are as natural as possible.
• Tier 2 - Reinforcement of Tier 1 links: At this stage, you may benefit from publishing in less prestigious media, social networks, SEO backlinks and even smaller blogs. The aim is to strengthen the authority of your Tier 1 links, which translates into greater value in the eyes of search engines.
• Tier 3 - Support for Tier 2: The next step is to create a large number of links leading to Tier 2 link sites. At this level, you can use online forums, comments, profiles on various sites, as well as backlink portals. 

Tier 2 and 3 link building is part of an effective SEO strategy to diversify your link profile and increase your site's authority. By supporting Tier 1 links, lower level links create a more complex and natural link structure, which in turn results in better visibility in search results. Remember, however, that link building success depends on the quality and naturalness of the sources from which you acquire links. Avoid spammy methods!

Malware is, unfortunately, an increasingly common problem that can result not only in data loss, but also serious consequences for your website's visibility in search engines. Any virus infection can not only damage your brand's reputation, but also undo years of SEO optimisation work. How exactly does a virus affect search engine rankings and what can you do to protect your site? Find out what threats lurk on infected sites and how to protect your hard-earned visibility in Google.

What is a virus on a website?

Website virus is a generic term for malware that can infect websites. It can take many forms - from classic malware, to ransomware, to scripts used for phishing or stealing user data. These viruses get into websites via security weaknesses such as outdated plug-ins, systems CMS without an update or a gap in the site code.

For website owners and users, a virus is not only a security risk, but also a huge performance problem. An infected site may start to run slower, errors appear and often unwanted adverts or redirects. However, the effects on SEO are just as serious - and these can have the most serious long-term consequences.

How does an on-page virus affect SEO?

When Google detects that your website is infected with a virus, its ranking will be affected. Google's algorithms prioritise user safety, so pages containing malware fall to lower positions. In such a situation, previous efforts to improve SEO may be in vain, as Google considers the site to be unsafe.

Infected sites are often labelled as unsafe by Google and users see warnings in search results - "This site may be unsafe" or "This site contains malware". These types of messages cause users to avoid visiting, resulting in a drop in organic traffic. What's more, browsers such as Chrome and Firefox can block access to the site altogether, further reducing traffic and the site's reputation.

Negative impact on user experience (UX)

A website infected with a virus often performs worse - it loads slower, there are errors, and sometimes pop-ups or unwanted redirects appear. A bad user experience affects the bounce rate, i.e. the percentage of people who leave a website almost immediately after opening it. A high bounce rate is a signal to search engines that the website does not meet users' expectations, which negatively affects SEO.

Data theft and loss of user confidence

If a virus on your site has enabled the theft of user data, the consequences can be much more serious. Data leakage is not only a legal problem, but also a loss of trust from customers who may not return to your site again. A decrease in the number of returning users and low customer loyalty is another signal to Google that the website is not valuable, which reflects on its positions in search results.

Long-term implications for SEO

Even after the virus has been removed from a site, it can be a long and difficult process to return to previous positions in Google. It takes time to rebuild the trust of algorithms and users. Even with solid optimisation, a site may need several months to regain its former organic traffic. The process of rebuilding positions in search results can vary depending on a number of factors, such as the competitiveness of the industry.

Additionally, an on-page virus can generate malicious links or redirects to suspicious sites, negatively impacting your site's link profile. Google monitors links leading to and from your site, and links to sites with suspicious content can further reduce search engine rankings.

An infected site also loses value in the eyes of other sites. Cooperation with other sites, such as gaining backlinks, becomes more difficult and the authority of the domain decreases. This is another element that can have a long-term negative impact on SEO.

How do you protect SEO from going viral on your website?

1. Regular updating of systems and plug-ins

Often virus infections are due to security vulnerabilities, which are addressed in the latest updates. Regular CMS updates (e.g. WordPress), plug-ins and themes is crucial. Updates not only improve functionality, but also close known security vulnerabilities, and this significantly reduces the risk of infection.

2. Investing in robust safeguards

Investing in professional security tools such as web application firewalls (WAFs), anti-virus software and monitoring systems is the foundation of site protection. These tools enable the ongoing detection and elimination of threats, allowing for a rapid response. It is also worth using reputable sources of add-ons and scripts to minimise the risk of infection.

3. Website backup as a key element of protection

Regularly performing backups (backups) of your site is essential for business continuity. In the event of a virus attack, a backup allows the site to be quickly restored to its pre-infection state, minimising data loss and negative impact on SEO. Backups should be stored in a secure location, separate from the main server.

What about when a website has already gone viral? How do you remove a virus?

1. To prevent further spread of the virus, ask your hosting provider to temporarily disconnect the site. This will reduce the risk of users coming across an infected site.
2. Before taking any action, make sure you have an up-to-date backup copy of the website (content, database and configuration). This will allow you to possibly restore the site if something goes wrong during the virus removal process.
3. Scan the site for a virus. Use web scanning tools such as Wordfence to identify which files have been infected. These tools will help you accurately target threats.
4. Once you have found the infected files, proceed to delete them. You can restore them from a backup if you are sure that the copy does not contain a virus. In the event of problems, it is advisable to use a specialist to avoid accidentally deleting key files.
5. Once the virus has been removed update CMS, plug-ins and themes to the latest versions. Also make sure your passwords for accessing the administration panel, FTP and databases have been changed to stronger ones.
6. Submit the site for re-verification to Google. To do this, use Google Search Console to request a re-scan and remove warnings. This is crucial to bring back organic traffic and improve SEO.

Security is key - both for users and for visibility on the web

An on-page virus is not only a threat to users, but also to SEO and the site's position in Google. Drops in search results, loss of organic traffic, negative impact on user experience - these are just some of the consequences of an infection. In order to effectively protect your website and SEO, it is worth investing in security measures, creating regular backups and monitoring the status of your site on an ongoing basis.

If you've ever searched for information on how to rank higher on Google, you've probably come across the concept of domain authority. It's a term that runs through many articles and SEO guides, but it's not always clear exactly what it is or how it works. It can be likened to trust in human relationships - difficult to acquire and even more difficult to measure. Like a person's reputation, domain authority is built through years of consistent work, valuable content and interaction with other websites.

But does higher domain authority actually translate into better results in Google? And what can you do to raise it? In this article, you will learn how domain authority works, why it matters and how you can effectively build it to improve your website's visibility in search results.

Definition of domain authority

Although Google does not have an officially verifiable domain authority index available, there are various tools that attempt to measure it. One of the best known is Domain Authority (DA) created by Moz. It assesses the ranking potential of a page in search results, taking values from 1 to 100. The higher the authority, the greater the chances of ranking highly in SERPs (Search Engine Results Pages) and increasing organic traffic. DA is mainly based on an analysis of backlinks, i.e. how many and which pages lead to your website.

However, it is important to remember that DA is not a tool used by Google. It is merely an auxiliary indicator created by Moz, which is based on publicly available data and SEO analysis. Google uses a much more sophisticated and mysterious algorithm that takes many factors into account.

In a more abstract than concrete indicator context, domain authority is not just a specific number - is a concept about the trust and reputation of your site in the eyes of both search engines and users.

Factors influencing domain authority

To understand how domain authority can be built, it is useful to look at the factors that influence it.

Backlinks (external links)

One of the most important factors affecting domain authority is backlinks, i.e. links leading to your site from other sites. The quality of these links is of paramount importance. Links from reputable sites (which themselves have high authority) are much more valuable than links from little-known sites. It is also worth remembering that the natural link profile - that is, the variety of links leading to your site - is as important as the number of links.

Quality of content

Google promotes sites that provide users with valuable content. The more unique, substantive and engaging your content is, the more likely other users will link to it and users will spend more time on the site. This translates into improved authority.

No technical problems

The authority of a domain can be seriously diminished by technical problemswhich affect the performance of the website. Regular technical audits allow you to monitor your site on an ongoing basis and fix potential problems. The most common technical errors include:

• Error 404: Pages that do not exist or have been moved without correct redirects can cause frustration to users and negatively affect the rating of the site.
• Problems with indexation: If Google's robots cannot index your site or individual pages, your site may lose visibility in search results.
• Problems with the certificate SSL: No secure connection HTTPS can deter users and reduce trust in a website. Nowadays, the security of user data is crucial and sites without an SSL certificate are ranked lower by search engines.

Thematic coverage of key phrases

Well-structured content that includes thematic key phrasesis one of the pillars of an effective SEO strategy. Your site should be an expert in its niche - publishing content that comprehensively answers user queries related to your industry builds both authority and credibility.

Topical coverage means that your website should not only include relevant key phrases, but also create a related contentthat expand on a particular topic. For example, if you are blogging about marketing, in addition to an article about domain authority, it is worth publishing content about SEO, backlink building or content marketing strategies.

What distinguishes effective sites is not only the number of publications, but also the thematic depth. Google appreciates sites that offer in-depth knowledge of a topic, which positively influences a site's ranking and authority.

Structure of the website

Page structure is the foundation on which SEO and domain authority is based. URLs should be organised in a hierarchical and logical manner, making it easier for both users and Google robots to understand the structure of the page.

How to check domain authority?

Although domain authority is a more abstract concept, there are tools that help to assess its level through indicators such as Domain Authority (DA) or Domain Rating (DR). Here are some popular tools for checking domain authority:

• Moz Domain Authority: DA is an indicator from Moz that rates a domain on a scale of 1 to 100 based on various SEO factors, mainly backlinks.
• Ahrefs Domain Rating (DR): Ahrefs offers a similar indicator to DA, which measures the strength of a site's backlink profile.
• SEMrush Authority Score: SEMrush uses its own indicator that rates domains based on their SEO and traffic.

While these tools can provide useful information, remember that they are only indicators created by external companies and not by Google.

How to increase domain authority? The most important steps

• Create valuable content: Regularly publish content that is unique and helpful to your target audience.
• Get backlinks: Strive to gain links from reputable sites by building relationships, publishing guest articles and attending industry events.
• Improve user experience: Make sure your website is fast, responsive and easy to navigate.
• Technically optimise: Regularly check your website for technical problems such as 404 errors, duplicate content or slow page loading.

Domain authority is a key concept for any SEO strategy, but it's worth remembering that it's something that builds gradually. Focus on long-term actions that will strengthen your site and make it seen as valuable and trustworthy by users and search engines.

Guest article

The way we consume video content has changed dramatically in recent years. Rather than spending hours watching long videos or TV shows, modern audiences are looking for concise and engaging content that can be absorbed quickly. Short videos, which last from a few seconds to a minute, have become an integral part of marketing strategies for brands around the world.

Platforms such as TikTok, Instagram Reels and YouTube Shorts have become hugely popular, offering users quick and easy to digest video content. In a world where everyone has less and less time, short videos are the perfect solution to get your message across in a simple and direct way.

Ability to quickly attract attention

One of the main reasons why short videos are so effective is their ability to grab attention immediately. Research shows that the average internet user has an increasingly short attention span, meaning that you only have a few seconds to grab their attention. In this context, short videos have an advantage because, by design, they are concise and immediately engage the audience.

For brands, this means that content needs to be immediately appealing and distinctive. Short films are perfect for this task, offering dynamic images, quick transitions and targeted messages that are easily memorable.

Creating viral content

Short videos have great potential to become viral. Their brevity makes them easy to share and users are keen to share content that evokes emotion - laughter, surprise or emotion. Viral content is key to building brand recognition and increasing social media reach.

On platforms such as TikTok, algorithms favour content that generates high engagement in a short period of time. This means that short videos have a better chance of reaching a wider audience, especially if they are well designed and include relevant hashtags and music.

Availability of short films on different platforms

Today's internet user uses multiple platforms simultaneously - from social media to streaming platforms to communication apps. Short videos are easily accessible on all these channels, making it possible for brands to reach a wide audience through a single format.

Tools such as Invideo enable the rapid creation of short videos tailored to different platforms. With intuitive editing features and the ability to personalise content, users can easily create video content that will appeal on TikTok as well as on Instagram or YouTube Shorts.

Personalisation and authenticity

Short videos allow brands to be more personalised and authentic when communicating with their audiences. Because videos are short, brands can quickly adapt content to current trends, events or customer expectations. This kind of flexibility makes brands perceived as more modern and responsive to the needs of their audience.

Authenticity in short films is key. Today's consumers value brands that communicate in an honest and direct way. Short films that introduce a company's employees, show behind-the-scenes of production or present the daily life of the brand build a bond with viewers and strengthen their loyalty.

Low production costs

Producing long, professional videos often requires large budgets and production teams. Short videos, on the other hand, can be created much more quickly and cheaply, making them ideal even for small companies or start-ups.

Thanks to AI tools such as AI video creation applicationbrands can automatically generate videos based on simple text commands. This means that even without specialised technical skills, it is possible to create high-quality content that effectively captures the attention of your audience.

Short films and advertising strategies

Video marketing with short films is becoming an increasingly popular tool in advertising strategies. Thanks to their brevity, such videos can be easily integrated into advertising campaigns on various platforms. They can be included in sponsored posts on Instagram, ads on YouTube or even Stories on Facebook.

Brands that want to maximise their reach should invest in short videos that are easily customised for each platform. Properly optimised content can achieve high conversion rates while minimising production costs.

Measuring the success of short films

Once short films have been implemented into a marketing strategy, it is important to monitor their results. Analytical tools, available on most social media platforms, allow you to track the number of views, engagement and conversions generated by short films.

Understanding which content delivers the best results allows brands to optimise future campaigns. This enables them to create content that further engages audiences and delivers better results.

Summary

Short videos have become a key part of engaging modern audiences. In an era where attention spans are limited and competition for consumer attention is increasing, concise and dynamic video content offers an effective way to reach a wide audience. Due to their ease of production, low cost and viral potential, short videos will continue to play a central role in marketing strategies in the coming years.

Removing a page from Google search results is a topic that raises many questions among website owners. While an online presence is crucial to business success, the decision to remove a page requires careful consideration. However, there are a number of reasons to consider this step. In this article, we will look at the different methods of removing sites from Google and the situations in which such a decision may be warranted. Understanding the process of removing sites from Google's index will not only help you protect your privacy and reputation, but will also enable you to better manage your online content. You will learn what steps need to be taken to successfully complete the process and what tools may be helpful. Remember that nothing is lost without a trace on the internet, so it is worth knowing all aspects of removing content from the web.

What is the difference between deleting a page and de-indexing it?

Deletion of page

Deleting a page involves physically deleting the page's files from the server or deactivating its URL. The page is no longer available to users who try to access it. This can result in a 404 (page not found) error if someone tries to access an address that no longer exists. Once a page is deleted, it cannot be visited because it ceases to exist. The server no longer provides its content.

The impact of SEO: The page will gradually cease to be indexed by search engines, but it may take weeks or even months before it is completely removed from search results. Even after the page has been removed, crawl errors may appear in Google Search Console.

Page de-indexing (removal of a page from Google)

To de-index a page means to remove it from the search engine results (index), but without physically removing it from the server. The page still exists and is accessible to users who know its URL, but Google's search engine stops displaying it in search results.

The impact of SEO: The page does not appear in search results, but users can still visit it if they know its URL. Being de-indexed does not mean the page is removed from the server, so it can still be updated and even re-indexed in the future.

When is it worth considering deleting a page?

The page contains outdated or erroneous information

If you have content on your site that is outdated, misleading or incorrect and it doesn't make sense to update it, removing the page may be the right decision. This could include outdated listings, articles that are no longer relevant, or information about events that have taken place.

Pages with incorrect information can mislead users and negatively affect the reputation of a company or website.

Poor quality content or duplicates

Pages that contain low-quality content (e.g. a short, incomplete article) or duplicate content can negatively affect the SEO of the entire website. 

The site leads to legal problems or violates Google's rules

If a site contains content that violates copyright, privacy, image rights or other legal principles, its removal is necessary. Violations may lead to legal notifications and Google may remove the site from the index or impose other sanctions.

End of product or offer life cycle

If a page is about a product or service that is discontinued, it may be better to remove such a page so as not to confuse users. Leaving such pages active can cause frustration for users who come across outdated offers, as well as complicating site navigation.

Poor website reputation

It is worth considering removing a page that generates negative associations, has low user reviews or has been attacked by spam (e.g. contain malware, phishing) to protect the reputation of the site. A site's poor reputation can negatively impact overall SEO performance and user trust.

Site migration or reorganisation

When you reorganise your site or move to a new platform, some pages may be replaced by newer versions. If this is the case, removing old URLs that are no longer in use is advisable. Maintaining outdated URLs can lead to duplicate content issues and negatively affect crawling by Google.

How do I remove a page from Google?

Removing a page from Google's search results can be done in several ways, depending on whether you want to remove the page temporarily, permanently or simply prevent it from appearing in search results. 

Temporary removal of a page using Google Search Console

If you wish to temporarily remove a page from Google's search results, you can use the option in the Google Search Console:

Steps:

1. Sign in to Google Search Console
2. Choose your site.
3. In the menu on the left, find the section "Removal" (under the tab "Indexing").
4. Click "New demand" and enter the URL of the page you wish to remove from Google's index.
5. Choose one of the options:
   • Temporary removal of the URL - removes the page from Google's search results for up to six months, while blocking its display in the cache.
   • Cache deletion - removes the copy of the page stored in Google's cache, but not the page itself from the search results.

Adding the "noindex" tag in the page code

Tag noindex is a tag that tells Google's robots that a page should not be indexed, i.e. it should not appear in search results.

Steps:

1. Open the HTML file of the page you wish to delete.
2. Add in the section the meta tag below:

   html .

3. Save the changes and make sure the page is published with this tag.
4. Report again indexing of the site in Google Search Consoleso that Google can quickly update the status of the page:
   • Enter Google Search Console, select a site.
   • Enter the URL of the page in the box at the top (URL inspector).
   • Click "Ask for indexing" - Google will check the changes and apply the noindex tag.

When to use:

• When you want to permanently exclude a page from Google search results, but not physically remove it from the server.
• When a page should still be accessible to people who know the direct URL, but you do not want it to appear in search results.

Blocking the page in the robots.txt file

File robots.txt allows Google robots to block access to selected pages, in effect preventing them from being indexed.

Steps:

1. Open or create a file robots.txt in the site's main directory.
2. Add the following command to it to block a specific site:

   txt User-agent: *Disallow: /your-page/

3. Save the changes to the server.

When to use

• When you want Google to stop visiting a specific page, but the page remains accessible to users who have a direct link to it.
• Attention: If the page has already been indexed, simply blocking it on file robots.txt will not cause it to be indexed. You will also need to apply a noindex tag or report the removal in Google Search Console.

Permanent deletion of a page (deletion of a file or URL)

If you want to completely remove a page from the internet and Google's search results, you can do so by permanently deleting the page files or deactivating the URL.

Steps:

1. Remove page files from the server or disable the URL (e.g. via server configuration).
2. Ensure that the server returns an error code 404 (Not Found) or 410 (Gone) for the deleted URL.
3. In Google Search Console, report this URL for re-indexing (this can be done in the URL inspector) so that Google quickly notes the changes.
4. It is also worth configuring 301 redirect from the deleted page to the corresponding current page, if there is another page that replaces the deleted page.

When to use:

• When the site is no longer needed and you want to permanently remove it from the network.
• When the page contained sensitive data or information that must be deleted immediately.

Deletion for violation of privacy or the law

If you want to remove a page from Google for privacy, copyright or other legal reasons, Google offers a tool for reporting such cases.

Steps:

1. Visit the website: Google content reporting tool
2. Select the reason why you want to delete the page, e.g. breach of privacy, personal data or other.
3. Complete the form and provide relevant evidence.

When to use:

• When the website contains illegal content, personal data, violates copyright or other laws.

Alternatives to the deletion of the site

• Content update: Instead of deleting the page, it can be updated, adapting it to current requirements.
• Redirects (301): If a page has significant SEO value, a 301 redirect to a new, updated page can be used. This will preserve its SEO value.
• De-indexing: In cases where a page should not be removed but you do not want it to appear in search results, a better solution may be to de-index it, allowing you to retain access but without appearing in Google.

Before you decide to remove a page, check out other options

Managing a website's visibility on Google requires thoughtful action, especially if its content can negatively impact SEO, reputation or user safety. Removing a page from a search engine is not always the best solution - sometimes de-indexing a page or updating it is a better choice. Before deciding to permanently remove, consider what implications this may have for your site and whether there are other options that will better meet your needs. It is also worth bearing in mind that Google will not always immediately remove a page from search results, so it is important to patiently monitor the process to ensure you achieve the desired effect.

Link baiting is one of the most effective SEO strategies to gain natural backlinks by creating valuable and attractive content. In this article, you'll learn exactly what link baiting is, why it's so important for SEO and what techniques you can use to attract natural backlinks to your website.

What is link baiting?

Link baiting, or 'casting link bait', is the strategy of creating content that is so valuable, interesting or controversial that other websites want to link to it. The main goal of link baiting is to attract natural, organic backlinks that can significantly improve a website's position in search results.

The importance of link baiting in SEO

Link baiting plays a key role in SEO for several reasons. Firstly, backlinks are one of the most important ranking factors in search engine algorithms. The more valuable links leading to your site, the greater the chance of higher rankings in search results. Secondly, natural backlinks help to build domain authority, which also affects a site's online visibility. Finally, link baiting can significantly increase website traffic by attracting new users interested in valuable content.

Link baiting techniques

Creation of valuable content

One of the most important aspects of link baiting is to create content that is valuable to users. This is simultaneously so simple and so difficult to implement systematically. Here are some types of content that can effectively attract links:

• Expert articles: Writing articles on topics in which you are an expert can attract links from other sites looking for credible sources of information.
• Guides: Comprehensive guides on popular topics are often linked by other sites that want to provide their users with valuable resources.
• Case study: Detailed business case studies can attract links from other companies and blogs interested in similar topics.
• Infographics: The visual representation of data and information is often shared and linked by other sites.
• Video: Video is a popular content format that can attract links, especially if it is well done and valuable.

Making use of emotions

Emotions play an important role in link baiting. Content that evokes strong emotions, such as joy, sadness, anger or surprise, is more likely to be shared and linked to. Here are some techniques that can help evoke emotions:

• Storytelling: Storytelling is a powerful tool that can engage readers and evoke emotions. A well-told story can attract many links.
• Controversy: Controversial topics can generate strong emotions and discussion, which in turn can lead to more backlinks.
• Inspirational content: Content that inspires and motivates is frequently shared and linked to by users.

Interactive elements

Interactive elements can attract links because they engage users and encourage interaction. Here are some examples:

• Quizzes: Interactive quizzes can be fun and engaging, making users eager to share and link to them.
• Surveys: Surveys allow users to express their opinions and participate in the discussion, which can lead to more links.
• Calculators: tools that help users calculate something important to them can be very valuable and attract links.

The most common mistakes in link baiting

Clickbaity

One of the most common mistakes in link baiting is the use of clickbait, i.e. titles and content that only aim to attract attention but do not provide valuable information. Clickbaits can harm your link baiting strategy because they users will quickly realise that the content does not meet their expectations, which can lead to a loss of trust and negative feedback. To avoid this mistake, always try to provide valuable and authentic content that delivers on the promises of the title.

Lack of authenticity

Authenticity is key in link baiting. Users are more likely to share and link to content that is genuine and credible. Avoid exaggerated statements and false information that can damage your reputation. Building trust and credibility is key to long-term link baiting success.

How do you implement link baiting into your SEO strategy?

Now that you know what link baiting is and what techniques can be used, it is worth considering how to implement this strategy into your overall SEO strategy.

Identify your objectives

Before starting link baiting activities, it is worth determining what goals you want to achieve. Do you want to increase traffic to your website, improve your position in search results or perhaps build domain authority? Identifying your goals will help you to better tailor your activities and measure their effectiveness.

Conduct research

Conducting research on your industry, your competitors and your audience is key to effective link baiting. Identify what content is most valuable to your target audience and what topics are most popular in your industry. Competitor analysis can also provide valuable information on what link baiting techniques are effective in your industry.

Create a content plan

Based on your research, create a detailed content plan that incorporates different types of valuable content, emotive and interactive elements. Plan regular publications to keep users interested and encourage them to link to your site.

Create valuable content

Creating valuable content is a key part of link baiting. Focus on providing information that is valuable to your audience and that meets their needs. Remember that quality content is more important than quantity. It is better to publish less but valuable content than a lot but low quality.

Promote your content

Creating valuable content is only half the battle. To attract links, you also need to actively promote your content. Use social media, newsletters, influencer partnerships and other channels to reach as large an audience as possible. The more people who see your content, the greater the chance of gaining backlinks.

Monitor and analyse results

Regular monitoring and analysis of results are key to effective link baiting. Use analytics tools to track which content attracts the most links, which is shared most often and which generates the most traffic. Based on this data, you can adjust your strategies and optimise your efforts.

Create, inspire, get links!

Link baiting is a powerful SEO strategy that can significantly improve your website's position in search results, increase traffic and build domain authority. The key to successful link baiting is to create valuable, interesting and engaging content that attracts backlinks. Remember to avoid clickbait and false information that can damage your reputation. Instead, focus on authenticity and providing valuable information that meets the needs of your audience.

Implementing link baiting into your SEO strategy can take time and effort, but the benefits you can achieve are well worth it. 

Remember that link baiting is a long-term strategy that requires patience and consistency. However, with the right techniques and approach, you can build a solid base of backlinks that will help you achieve SEO success.