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14 Types Of Google Ads Extensions & What They Do

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14 Types Of Google Ads Extensions & What They Do

If Google Ads are a part of your marketing strategy, you’re probably always on the lookout for ways to boost performance.

You not only want more clicks, but you want more high-quality clicks, from the type of user who takes action once they hit your landing page.

But that’s easier said than done. You could spend countless hours tweaking every ad as you A/B test minute differences in copy and structure – or you could utilize Google Ads extensions.

You may be familiar with Google Ads extensions; you may have read about them or maybe you’re even using them already.

But you may not realize Google adds more types nearly every year.

This guide will help you understand each type of ad extension, so you can optimize them for maximum performance and get more bang for your PPC buck.

Google Ads Extensions Basics

Let’s start at the beginning.

What Are Google Ads Extensions?

You may already have guessed the answer to this one: Google Ads extensions extend your ads, claiming more real estate on search engine results pages (SERPs) and helping searchers make decisions.

Why Should You Use Them?

There are two main benefits to ad extensions that are so ubiquitous, nearly every advertiser can benefit from them:

1. They allow you to provide more information: Larger ad text lets you make a stronger case to targets about why they should click on your ad.

2. They increase your visibility on SERPs: The larger size of extended ads makes them more impactful.

Through these two factors alone, ad extensions can increase your clickthrough rate (CTR) significantly – possibly several percentage points. And this isn’t even considering their other benefits, which include:

  • Improved lead quality: By providing more information, extended ads allow poor-quality leads to self-disqualify, so you get fewer irrelevant clicks. The people who click through to your landing page are far more likely to take the desired action.
  • Better ad ranking: Google uses a variety of factors to determine your ad position, including expected CTR, relevance, and landing page experience. Simply using ad extensions will automatically improve your ranking, because it allows Google to offer a better variety of ad formats.
  • Better use of your PPC budget: Because they improve your CTR, ad extensions can help lower your cost-per-click (CPC), which in turn means you’re getting more out of your paid ad spend.

Manual And Automated Extensions

There are two general extensions categories: manual, which requires some setup, and automated.

Most of the extensions discussed here are manual, though some of them can also be dynamically applied by Google when it predicts they will improve performance.

It’s important to note that in February 2022, Google announced several changes to automated extensions, including allowing them to be shown alongside manually added extensions like sitelinks, callouts, and structured snippets (more on these later).

This allows your ad to claim more SERP area and generate more clicks.

They can also be added at an ad group, campaign, or account level, and may be included in reports.

14 Types Of Google Ads Extensions

Now that we’ve covered the basic categories of extensions, let’s dive deeper into the different types.

1. Location Extensions

Location extensions list your location on its own line, helping people find your location(s), a map to your location, or the distance to it. These may also include a phone number or call button for mobile users.

Screenshot by author, March 2022

This extension, which can be automatically applied, is ideal for any business that depends on in-person transactions, including restaurants, retail locations, and service providers like barbers or beauty salons.

There are also benefits for primarily online companies, as a physical address can increase your legitimacy in the eye of customers.

2. Product Extensions

By linking your Google Merchant account to Google Ads, product extensions allow you to enhance your products listing.

This is a useful tool for any campaign in which you’re selling goods related to your target keywords.

Sample of product extensionScreenshot by author, March 2022

Because products are more specific than location or phone number, you’ll want your campaigns to be more granular, particularly if you sell a wide variety of products.

3. Sitelink Extensions

Useful for directing users to other pages on your website, sitelink extensions allow targets to choose where they would like to go, as opposed to just visiting your landing page.

Making it easier for users to find exactly what they’re looking for can increase your CTR significantly.

sample of sitelink extensionScreenshot by author, March 2022

Common pages used with sitelinks include Contact Us pages, pricing pages, sale pages, and testimonials pages.

Ecommerce sites have used them to great effect when directing customers to specific categories pages.

These can be added manually or dynamically as an automatic extension.

4. Seller Ratings Extensions

Showcase your business’s reputation and build trust with seller ratings extensions.

Google gathers ratings from reputable business review sites and aggregates them into a single rating on a five-star scale.

This extension shows your overall rating, as well as the total number of reviews. They also sometimes include a qualifier to describe the rating (e.g., same-day delivery).

A sample of seller ratings extensionScreenshot by author, March 2022

These automated extensions typically only appear if you have a minimum number of unique reviews and an average rating of 3.5 stars or better.

5. Callout Extensions

A versatile extension with all sorts of uses, callout extensions are 25-character snippets used to highlight important selling points, sales or any other key points about your business, products, or services.

Sample of callout extensionsScreenshot by author, March 2022

For example, if you want to promote a 25% off sale, free delivery, or your business’s 60th anniversary, callout extensions are perfect.

You’re allowed six of these extensions per campaign, and they need to apply to the entire offering you’re advertising.

The best callout extensions tend to use numbers and specifics (i.e., “5 left in stock,” works better than “limited quantities remain.”)

If your website includes useful information like “online reservations,” these descriptions can be added automatically as a dynamic callout, as well.

6. Structured Snippets Extensions

Identified by colons, structured snippets are useful for highlighting specific products, services, and features users may be looking for.

Responsible for a whopping 35.1% of all clicks, they tell searchers who you are and what you offer increasing quality clicks and helping stretch your budget further.

Like sitelinks, you can select these manually or they can be dynamically applied by Google.

7. Call Extensions

Call extensions make it easy for searchers to call directly from your ad. They include a click-to-call phone number in your ad for mobile users.

These conversions are tracked, allowing you to measure the value of your ads by the number of phone calls they generate.

sample of a call extensionScreenshot by author, March 2022

You can include call extensions manually or Google can apply them automatically.

8. Affiliate Location Extensions

Affiliate location extensions are useful for companies that sell their products through third-party retailers.

They help users find nearby stores that carry your items, helping them decide where and what to buy.

These are commonly used by manufacturers who work with major retail chains, as they do not specify your own business’s location.

9. Price Extensions

It’s no secret that price is a key factor in almost every buying decision.

Price extensions let you set cost expectations upfront, establishing transparency and helping build trust with searchers.

As a result, users are more informed and more likely to buy by the time they hit your website.

Sample of price extensionScreenshot by author, March 2022

These extensions are useful for businesses that have variable pricing, sell service packages, or offer many different products.

10. App Extensions

From the local pizza place to real estate agents, it seems like everyone has a mobile app these days.

By providing a download link in your text ad, app extensions make it easy for interested users to get yours – while allowing you to track downloads based on keywords.

Sample of app extensionScreenshot by author, March 2022

These only appear to users on mobile devices and direct users to your app in iTunes or the Google Play Store.

11. Promotion Extensions

Get more clicks from people searching for the best offers by using promotion extensions.

Used to highlight sales and promotions, they appear below your ad and use the price tag icon or deal in bold.

You can also display up to two lines of copy with them to provide users with more information.

Sample of promotion extensionScreenshot by author, March 2022

What’s great about these (aside from their effectiveness), is that Google is flexible on how you use them.

You can show promotion extensions on specific dates, days, or even hours, as well as allow you to use pre-populated event tags like Black Friday or end-of-summer.

12. Lead Form Extensions (New)

The newest Google Ads extension, lead form extensions eliminate the need for users to fill out a form on your landing page by allowing them to submit their contact information directly on the SERP.

Sample of lead form extensionScreenshot by author, March 2022

If the searcher is using their Google account, the relevant information can be pre-populated and can be submitted with a single click.

This helps drive qualified leads into your marketing funnel and shortens the sales cycle.

13. Video Extensions

Video extensions allow you to show drive action below your video ad on the YouTube mobile app, providing the opportunity to extend your message beyond the primary video and keep viewers engaged.

Sample of video extensionScreenshot by author, March 2022

14. Image Extensions

Image extensions let you use relevant visuals to complement their text ads, helping drive performance.

Not every advertiser is eligible for this type of extension and must meet certain requirements including a history of compliance, a Google Ads account in an eligible vertical, and active campaigns running.

Sample of image extensionScreenshot by author, March 2022

How To Set Up And Create Google Ads Extensions

Now that you know more about the different types of Google Ads extensions and how they can work for you, let’s take a look at how to set them up.

The first thing you need to do is determine your goals and which extensions will work to make them a reality.

Do you want customers to contact you? Visit your website? Submit their contact info?

Figure out what you want targets to do, and then select the extension that facilitates that.

From there, it’s a simple process:

  1. Log into your Google Ads account.
  2. Select your campaign or ad group.
  3. Click the “Ads & extensions” tab, then “Extensions.”
  4. Select the extension(s) you want.
  5. Customize each type of extension.
  6. Klick “Save.”

Final Thoughts

If you’re looking for an easy way to increase clickthroughs, get more web visitors, and convert more targets, ad extensions are an excellent tool.

With so many types to choose from, there’s an extension that will work for every organization, no matter what industry it’s in.

It’s up to you to determine which will work best for your needs, but one thing is certain: When properly applied, they’ll help you land more quality leads and make the most of your PPC budget.


Featured Image: Song_about_summer/Shutterstock

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SEO

7 Essential Tips & Tricks You Might Not Know

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7 Essential Tips & Tricks You Might Not Know

It may not look like one of the fancy, paid SEO tools you’re used to logging into, but Excel remains one of the most versatile and powerful tools in an SEO professional’s toolbox.

You can use Excel to track and analyze key metrics such as rankings, website traffic, and backlinks.

Use it to create and update meta tags, track and analyze competitors’ SEO strategies and performance, build automated reports, and take care of many of the data tasks you’ll encounter every day.

Combine your Excel knowledge with Python, Tableau, R, and other tools, and there is nothing you can’t do.

If you’ve never worked with data before, you’ll find Excel has a bit of a learning curve, but you can use it right from the start. And it’s flexible enough to scale and grow as your site grows.

Why Excel For SEO Tasks?

While many paid tools can help you do the same tasks, Excel is a fantastic option to enhance, combine, or replace those tools.

  • It’s affordable and comes with a range of tools you already use.
  • There are a ton of resources and courses to help you learn.
  • Easily handles large amounts of data.
  • Sorting and de-duplicating – a feature often missing when you need it.
  • Create and manage databases with simple formulas.
  • Data ports easily to other tools and is available for other tasks.
  • Pivot tables and smart charts.

1. Combine Multiple Data Sources

You will often find yourself having to merge data from multiple sources.

This is intuitive and quick in Tableau, Python, or R, but you can do the same in Excel using Power Query.

There are a few steps to this process, but it’s not as complicated as you might think – even if you are new to working with data or Excel.

Power Query has automated and simplified tasks that required a lot of time and skill.

And it is probably THE best Excel feature for business and SEO professionals.

Seem a bit daunting? Don’t worry. There are several courses and tutorials on YouTube to get you started.

What It’s Good For:

  • Building reports.
  • Analytics and sales data.
  • Combining data sources to identify opportunities and gain insights.

2. Data Cleaning

Much of your time is lost simply preparing data for analysis. It doesn’t have to be that way.

Large lists are often larger than they need to be. Finding and manually removing all the duplicates, however, can be a serious pain.

Excel can do this instantly for you. Simply go to the “Data” tab and click “Remove Duplicates.”

Screenshot from Excel, January 2023.

Unwanted spaces and blank lines tend to cause havoc with many tasks, formulas, and statistics.

Excel will remove them for you simply by going to Edit > Find > Go To. Select “Special,” “Blanks,” and tell Excel how it should handle them.

“Convert text to columns” can be a lifesaver, especially if you’ve received data where the addresses or names are all in the same cell or you need to extract domains from email addresses.

Go to Data > Text to Columns. Then, indicate what to use for Delimiters (comma or space) and preview the results. When you’re ready, click “Next,” choose a destination, and click “Finish.”

When To Use It:

  • Data analysis.
  • Data processing.
  • Processing and cleaning lead databases.
  • Working with any data.

 3. Power Excel With Add-On Tools

Some of the more complex tasks, such as crawling, require a bit of coding knowledge.

If you don’t have that in your skillset, however, there are tools you can download, integrate with other tools, and add on.

Power Excel With Add-On ToolsScreenshot from SEOTools, January 2023.

SEOTools offers off and on-page SEO tools, integrations, connectors, spiders, and several other tools that make it easy to customize your Excel and create custom projects.

SEOGadget brings the power of Moz, Grepwords, and Majestic to Excel.

Analysis ToolPak is for serious data analysis. This add-on improves and automates in-depth statistics, perfect for forecasting, trending, regression analysis, and more complex data analysis tasks you might otherwise perform in R or Python.

When To Use It:

  • Reporting.
  • Regular data analysis.
  • Presentations.
  • Integrating and coordinating with other teams.

4. Infographics And Charts

Data is useless if you can’t understand it.

In fact, data visualization and storytelling are likely some of the most important skills you can have. This is where tools like Power Query and PivotTables come in.

Built right into Excel, pivot tables are the other valuable tools you have for this purpose.

However, instead of just creating a straight pivot table and a related chart, save yourself some steps by creating a master “template” first that you can then replicate as needed and adjust to suit your needs.

Excel pivot tables for reportingScreenshot from Excel, January 2023.

In many instances, however, you will need to work with dates or segments of the data. For that, you’ll want to enter splicers and timelines.

  • To splice data into segments: Select the pivot table and go to PivotTable Tools > Analyze > Filter > Insert Slicer. Then, simply input how you would like to segment the content (e.g., by product or topic).
  • To utilize timelines: Click the pivot table’s tools option, go to Analyze > Filter > Insert Timeline. Once there, you can choose what you’d like to use, style it, add captions, and more.

If you’ve never used Excel’s PivotTables before, a short tutorial will have you on your way to analyzing data in no time.

Still want a little more? Make your reports, social media, and updates even better by upping your data visualization game with add-ons like People Graph.

When To Use It:

  • Reporting.
  • Daily updates.
  • Surface data analysis.
  • Team collaboration and integration.

5. Automate Common Tasks With Macros

SEO, particularly agency SEO, is full of repetitive tasks like weekly reporting that consume much of your time. Excel’s macros are the answer. And they’re really easy to use.

Under the “View” tab, click “Macros” and “Record Macro.”

Automate Common Tasks With MacrosScreenshot from Excel, January 2023.

Fill out the details.

The macro is now recording. So, simply walk through the steps that you’d like to automate. And when you’re done, go back to the ribbon and stop the recording.

When you’re ready to run the automation, go to the macro button in the ribbon, click “View Macros,” and select the desired macro from the list.

If you have some macros that you use more often than others, you can add them to the Quick Access Toolbar.

When To Use It:

  • Sorting.
  • Calculations.
  • Reformatting data.
  • Setting up new site documents or new pages for reports.

6. Easily Import Feeds And Data Into Excel

If you use Google Alerts or publish frequently, automatically importing feeds into Excel can be a huge time saver.

To start, simply grab the RSS feed address. (Or, create an alert for Google Alerts and have them delivered as an RSS feed.)

Importing rss feeds into google sheets for excelScreenshot from Google Sheets, January 2023.

Then, go to Google Sheets and use the IMPORTFEED function to bring the updates straight into a spreadsheet.

Alternatively, you can add the information to separate columns.

Importing rss feeds into excel through google sheetsScreenshot from Google Sheets, January 2023.

From here, you can regularly download and import the data into Excel, combine it with other related data, or integrate it into your custom dashboards.

If you need something a little more automatic, use Google Apps Script or one of the add-ons available to automate the process.

Want a little more data behind your reports? You can scrape and import Google Search Results into Excel, too.

7. Backlink Analysis

To analyze backlinks with Excel, collect backlink data with tools such as Ahrefs, Majestic, or Google Search Console.

Then, import it into Excel and use it to analyze your backlinks in a number of ways:

  • Who links to you: Use Excel’s sorting and filtering tools to filter the data and use the IF function: IF(logic, true_value,[false_value]) to sort and identify domains linking to you.
  • What do people link to: Sort and filter to see the anchor text used most often for your backlinks (using frequency/count).
  • When did people link to you: Organize the data by date to see how old your links are and when most of your backlinks were acquired.

Find trends or patterns in your backlink profiles with pivot tables, groups, charts, and graphs by combining your backlink and sales or conversion data.

Highlight specific data based on certain conditions with conditional formatting. This makes it easy to spot backlinks from high-authority websites or backlinks with specific anchor text.

Summary

Many people overlook Excel either because they think it’s too basic to be of much use. Or it looks too intimidating or daunting to learn.

But those of us who use it understand just how powerful it can be and the unlimited possibilities it provides.

Hopefully, these tips will help you craft better strategies, find new opportunities, and tell your story with better reports and dashboards.


Utvald bild: Paulo Bobita/Search Engine Journal



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12 fantastiska länkbyggande verktyg som är avgörande för din framgång

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12 Great Link Building Tools That Are Essential To Your Success

Link-building strategies, along with SEO tools, have certainly changed over the years.

Since the old automated link-building tools that automatically placed content like KontentMachine or GSA’s Search Engine Ranker, modern tools have moved to manual research and outreach platforms.

Tools that many of my link-building colleagues and I use today look more like ones used for public relations (PR) rather than link-building. However, there are still tools specific to link building that aren’t going anywhere.

These can be divided into four categories:

  • Link research.
  • Prospecting and outreach.
  • Reporting.
  • AI-powered tools.

Emerging technologies powered by AI can make the link-building process easier.

Link Research Prospecting And Outreach Reporting AI-Powered Tools
1. Majestic

Excellent for identifying the types of domains you should generate links from.

3. Pitchbox

Combines email outreach with SEO metrics.

8. Agency Analytics

Connects a variety of performance metrics.

10. Link Whisperer

Good for internal linking efforts.

2. Ahrefs

Provides useful reports to analyze trends.

4. BuzzSumo

Use to identify authors and sharers/backlinkers.

9. Cyfe

Customizable but automatic reporting.

11. Postaga

Find opportunities and initiate outreach.

5. Hunter.IO

A browser extension that helps you find contact information.

12. CTRify

WordPress plugin that generates content.

6. BrightLocal

Submit and manage citations.

7. HARO

Link Research Tools

Link research is vital to figuring out what type of sites you should be approaching. This includes establishing quality criteria, categories of sites, authority metrics, and others.

Majestic och Ahrefs are two research tools that provide large databases and robust reporting.

I’ve included both of these sites as I constantly see each having data that the other doesn’t.

You may find some links to your competitors’ sites in Majestic that aren’t listed in Ahrefs and vice versa.

These tools can be used together to build a comprehensive list of sites to analyze. As with many SEO tools, the pricing depends on how many features your team needs.

1. Majestic

  • Pricing: $49.99 per month with one user for the ‘Lite’ package. $99.99 per month for the “Pro” package, which they recommend for SEO agencies and consultants.
  • Payment options: Monthly or receive a discount for an annual subscription.
Screenshot from Majestic, January 2023

Here are some recommendations on using it and what reports should influence your link-building.

  • Topics: This data can be used to identify the types of sites you should be generating links from. Consider running this report on the link profiles for top-ranking sites, then finding sites that fit into similar categories.
  • Referring Domains: Use this to evaluate the number of unique domains you should focus on building for your site. This also offers a look into the trust/citation flow distribution (count of domains by trust/citation flow).

2. Ahrefs

  • Pricing: $99 per month with only one user for the ‘Lite’ plan. $199 per month for the “Standard” plan.
  • Payment options: Monthly or receive a discount for an annual subscription.
Ahrefs toolScreenshot from Ahrefs, January 2023

In contrast to Majestic, Ahrefs has some reports that are much easier to run inside the tool. It certainly costs more, but if you want more data, then Ahrefs is the right choice.

Here are reports to use in Ahrefs over Majestic:

  • Pages > Best by links: Two useful applications of this report are:
    • Identify competitors’ most linked content to influence your content strategies.
    • Identify the type of sites that link to the content you will produce.
  • Pages > Best by link growth: This is a “trend” report providing content that has been generating links over the last 30 days. Find content here that is receiving a rapid number of links and create more robust content.

Prospecting And Outreach Tools

Finding highly relevant sites that may link to your content is the most excruciating part of link building.

You can create a large list of sites and bulk outreach to save time, but when evaluating your link-building success on links gained per hour and the quality of those links, it’s best to handle prospecting manually or in a semi-automated approach.

I’ll go through five tools, Pitchbox, BuzzSumo, Hunter.io, BrightLocal, and HARO.

These tools can be used for the most popular link-building strategies.

3. Pitchbox

  • Pricing: Averages $500+ per month.
  • Payment options: Prices are dependent on an individual walkthrough with Pitchbox.

Pitchbox is one of the pricier tools on the market compared to email tools like MailChimp, but integrated prospecting helps reduce the time to qualify sites.

The prospecting sites list builder and SEO metrics integrated right into the opportunities report make the tool stand out.

PitchboxScreenshot from Pitchbox, January 2023

4. BuzzSumo

  • Pricing: $99 per month for the “Pro” package. $179 per month for the “Plus” package. There’s a pared-down free version with limited searches per month.
  • Payment options: There is also a free version with limited features.

This is an excellent tool for building lists of blogs, influencers, and authors. Out of all the prospecting tools on the list, BuzzSumo has the best filtering options.

You can use the tool for a lot of purposes, but for link building, these are two effective use cases:

  • Identifying authors: The content research and influencers sections provide lists of authors/influencers that are searchable by keywords in the content they shared or produced. One fantastic use for this is to search through the “most shared” report and find influencers that received more than 2,000 shares of their content, then outreach to them to share yours. This can yield a lot of natural links.
  • Identifying sharers/backlinks: The second use goes a layer deeper than the first, finding those that have shared the content. Pull a list of shares or backlinking websites by content, then create similar but better content.
Buzzsumo platformScreenshot from Buzzsumo, January 2023

5. Hunter.io

  • Pricing: Starts at free. The first two upgraded packages are $49 per month and $99 per month.
  • Payment options: Free for 25 monthly searches up to $399 per month for 30,000 searches.

This browser extension finds email addresses for easy contact options.

It helps cut down on time spent sifting through About pages. You can also take it a step further and use the tool for outreach.

Hunter.ioScreenshot from Hunter.io, January 2023

6. BrightLocal

  • Pricing: $29-$79 per month, depending on package size.
  • Payment options: You can also pay for the citation builder, reviews, or enterprise.

Citation building is important for local SEO and should be considered a link-building project.

One of the tools with the best value for submitting and managing citations is BrightLocal.

There are two components: citation monitoring and citation building. The tool also allows you to figure out how you’re ranking based on the local competition.

BrightLocalScreenshot from BightLocal, January 2023

7. HARO

  • Pricing: Starts at free. The first paid plan is $19 per month, which adds alerts and search functionality.
  • Payment options: The free options offer media options delivered to your email three times a day and up to $149/month for premium.

While this tool is traditionally used in the journalism world, it can also help link builders. It connects you with credible sources and allows you to build natural backlinks.

HAROScreenshot from HARO, January 2023

Reporting Tools

Although many of the tools in the previous section have reporting functionality built in, I’ve found them lacking in custom reporting or the ability to associate links to ranking performance.

These tools solve that issue; AgencyAnalytics och Cyfe.

8. Agency Analytics

  • Pricing: $12 per month, per campaign. $18 per month per campaign for custom reporting features.
  • Payment options: Pay annually to save money.

Agency Analytics automatically populates the dashboard with data from Moz and Majestic and connects that data to critical performance metrics, like ranking and organic traffic.

Qualified traffic that converts to leads or sales is the purpose of link-building and SEO efforts, so reporting needs to make a connection between them.

Agency AnalyticsScreenshot from Agency Analytics, January 2023

9. Cyfe

  • Pricing: $19 per month for one user, with higher tiers for more users.
  • Payment options: Unlimited users for $89/month.

This tool can be built out as a hybrid between Google Sheets and Agency Analytics, meaning it’s very customizable but can also automatically and easily aggregate data from multiple sources to create a meaningful report.

CyfeScreenshot from Cyfe, January 2023

AI-Powered Tools

AI-powered tools can significantly simplify otherwise complex and time-consuming tasks. Remember that some of your processes will require a human touch, so always evaluate how performance is impacted when integrating AI into your processes.

The following tools, Link Whisper, Postaga, and CTRify use AI to discover opportunities and automate processes.

10. Link Whisper

  • Pricing: $77 per month for one site, with additional plans for more sites.
  • Payment options: One to 50 site licenses.

Link Whisper is useful for internal link building.

AI technologies offer automatic link suggestions as content is produced. It can also help you recognize old content that needs more links directed to it.

The tools also automate links based on keywords and offer internal link reporting. It’s pretty all-inclusive and can help speed up internal link-building automatically.

Link WhispererScreenshot from Link Whisperer, January 2023

11. Postaga

  • Pricing: $84 per month for one account with five users. $250 per month for 30 accounts with unlimited users.
  • Payment options: Save by paying annually.

Postaga does everything from finding opportunities to initiating outreach.

AI comes into play with the outreach assistant, which finds relevant information from influencers to include in emails. You can also enter your domain into the tool to find relevant campaign ideas.

PostagaScreenshot from Postaga, January 2023

12. CTRify

  • Pricing: A free version. $197 or $497, depending on the plan.
  • Payment options: Single payment.

CTRify is a WordPress plugin that is great for content creation.

All it takes is a single keyword, and the AI creates the content you need for a specific campaign. You can then automatically publish the posts – it doesn’t get much simpler than that.

CTRifyScreenshot from CTRify, January 2023

Slutsats

I’ve curated this list with the intent to offer a tool for every reader, providing enterprise-level affordable solutions and highly technical tools.

There is diversity in the available tools, and you will need to select the right one for the job.

You don’t need to have a $1,000 monthly tool budget to be a link builder, but all of the tasks will take time. Allocating your time and budget in the right combination improves business outcomes.


Utvald bild: Paulo Bobita/Search Engine Journal



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WordPress Admin Interface Is “Simply Bad”

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WordPress Admin Interface Is "Simply Bad"

Yoast SEO plugin founder, Joost de Valk, published a critical appraisal of the WordPress user interface (UI), saying that it makes it  “harder to use” and may be a reason that contributes to WordPress losing market share to companies like Wix and Shopify.

The official WordPress design philosophy states that they want to make WordPress easier to use with every new version published.

They write that it’s their goal that the “non-technically minded” user is the one they design for so that they can be set up within five minutes with a fully functional website.

However the reality of how easy WordPress is to use falls far short of their philosophy statement.

Even the developer of WordPress itself, Matt Mullenweg, said that designing in Wix is faster than doing the same thing in WordPress.

WordPress User Interface Design

Joost points the finger at the current WordPress admin user interface as a contributing factor to why WordPress is confusing to use.

He called attention to the fact that WordPress has three different user interfaces, forcing users to learn how to use each interface and complicating the experience of using WordPress.

To make things worse, themes and plugins introduce their own user interface elements, which again forces users to learn an entirely different way to navigate and user the software.

An ideal user interface (UI) offers a consistent workspace so that a user doesn’t have to stop and rethink where all the buttons and links are.

Interacting with the interface should be similar across every screen, regardless of what they are trying to accomplish.

Joost wrote:

“The current state is simply bad: WordPress core basically has 3 designs now.

The edit post page I’m typing this in looks nothing like the Posts overview page, which looks nothing like the Site Health page.

And then you go into plugins and each has their own UI there too. This makes WordPress as a whole harder to use.”

WordPress is Old Fashioned and Losing Market Share

Aside from the UI being inconsistent, Joost also pointed out that competitors like Wix have a consistent UI throughout their content management systems.

So while the rest of the world is moving on with best practices WordPress is stuck with the same inconsistent interface it’s had for years.

Yoast insisted that the poor user interface is contributing to the exodus of users from WordPress to competitors.

“This is how we lose CMS market share to companies like Wix and Shopify (who each do have their own design system).”

Is WordPress Hard to Use?

A major feature that makes a closed source CMS like Wix attractive is that it’s easy to use. One of the reasons it’s easy to use is a consistent design system.

PC Magazine gave Wix an Editors Choice Best of the Year Award in 2022, writing:

“If you want to build a website online with minimal effort and maximum creative freedom, look no further than Wix.”

WordPress received no such award. However, in PC Magazine’s overview of WordPress, the authors remarked that it wasn’t “particularly difficult.”

But the authors of the PC Magazine overview also acknowledged the learning curve to using WordPress:

“…people who aren’t familiar with the process may need a guiding hand.”

WordPress theme website ThemeIsle writes:

“While WordPress does not require any coding knowledge, customizing your theme is often not that straightforward.

By default, you don’t get quite the same visual editing experience as you would with Squarespace or Wix, although the new Block Editor is evolving in that direction…Some poorly coded themes might also be a pain to adjust unless you’re an advanced user.”

One of the goals of WordPress is to be easy for users to build with.

So it’s puzzling that WordPress is acknowledged as difficult to use, particularly in comparison to closed source alternatives like Wix, Shopify and Duda.

Joost de Valk puts his finger on the outdated admin UI as one reason why WordPress is so hard to use.

He practically pleads for the leadership at WordPress to prioritize designing a consistent user interface.

“WordPress needs a design system and it needs it fast…”

Response from Twitter WordPress Community

The response to Joost’s article was overwhelmingly positive, with many from the WordPress community thanking Joost for calling attention to the topic.

@learnwithmattc tweeted:

“Excellent write-up, summary, recommendations, tips, resources. It’s not often you get this much valuable info in one blog post.

WP Product Devs, pay attention! Settings UIs matter, whether you like the route Yoast took or not, I think it’s worth paying attention to.”

@Shock9699 tweeted thanks for the article, calling attention to the mismatched menus within the WordPress admin interface.

“Totally agree. WordPress now looks like a 10/15 year old CMS. Especially with the advent of the new FSE where the internal menus are different from those of the normal dashboard.”

@mnowak_eth tweeted agreement with the opinions about the state of the WordPress admin UI:

“…Wordpress panel is starting to look like ancient enterprise software (you know the names). With the whole SaaS movement constantly educating the Internet society on good and bad UX and ergonomics, wp panel was overlooked.”

A standardized design that is shared by plugins and themes would create a seamless and coherent admin interface. @wpsecurityuser tweeted an appeal for a standardized design system.

“Please stop plugins implementing their UI systems, update the wordpress admin UI and standerdize everything, let’s get modern.”

@bitartem called attention to the value of having a design system in place so that the WordPress ecosystem can know ahead of time what to expect.

“Another problem is that WordPress is in a transitional phase, I mean Block Editor, and Full Site Editing, and new features are added almost every day, so if there’s a Design System, we need to know what WordPress will become in near future.”

WordPress Admin User Interface Needs Improvement

It’s hard to escape the conclusion that WordPress is in trouble when the person who created it says that it’s faster to get things done in a closed source competitor than it is with WordPress.

Joost’s article focuses on the outdated state of the WordPress admin interface and calls attention to the need for a coherent design statement that plugin and theme developers could adopt in order to create an easier to use end product.

Read Joost de Valk’s Blog Post

WordPress’ admin UI needs to be better



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