E-mail:
jsem@patrikpilous.cz
Robots.txt
Robots.txt is a file with rules for search engine robots. The origin of the word robot in Čapek’s work, its history since 1994 and why it controls crawling, not indexing.
Miller’s law
We can hold only 7 ± 2 items in working memory. George Miller, chunking and how to break up menus, forms and content so a website doesn’t overwhelm people.
Cognitive dissonance
We ease the tension between what we do and what we know with an excuse instead of a change. Festinger, a cult, post-purchase regret and how marketing uses it.
Scarcity principle
What is scarce is more desirable. The cookie experiment, Cialdini and how to use the scarcity principle in marketing, plus its relationship to FOMO and loss aversion.Mental accounting
We sort money into boxes and treat it differently in each one. Thaler, gift cards and how to use mental accounting, plus its link to framing.
Core Web Vitals
Core Web Vitals are three metrics Google uses to measure how fast and smooth a website is: LCP, INP and CLS. Why they are a ranking signal and how to improve them.
My 2024
So here it is again, the time for taking stock. It is great that today I can read my report from last year and see that I have come some way since then. This year also...
What caught my attention at Brand Restart 2024
What stayed with me most from this year’s Brand Restart was definitely Hanka Kloučková’s talk on the subconscious and how to test it in advertising. Even though you...
Erik the Red and his persuasion strategy
Lately I’ve changed course, moving away from self-development, marketing and investment books towards something a little different. And I have to say I haven’t...
5 reasons every large e-shop should use affiliate marketing
Most e-shops start with PPC, then add SEO and social media. People often forget that an e-shop should also be strategically built as a brand, with a communication strategy and...
Sitemap
A sitemap gives search engines a list of your important pages. Etymology, history since 2005 and its practical benefits for indexing and SEO.
How brand associations form and why they matter so much in marketing
What is behind the success of the biggest brands? Is it a great product? Not only that. The biggest and best brands strengthen their connection with their audience using...The pain of paying
We experience paying almost as pain, and the more visible it is, the more it hurts. Prelec and Loewenstein, cash vs card and how to make payment painless.
Structured data, the key to better visibility in search engines
Structured data is a powerful tool for improving SEO, but unfortunately many websites still don’t use it correctly. As an SEO consultant with many years of experience, I...
Noindex and nofollow
Noindex and nofollow are two different instructions for Google. Noindex deals with whether a page is indexed, nofollow with passing link equity. When to use each and what to avoid.
Priming and how it disrupts the psychology of thinking
Priming, also known as the priming effect, is a cognitive bias. It occurs when a person’s exposure to one stimulus influences their response to a subsequent stimulus,...
Title tag (meta title)
The title tag (meta title) is the page headline in search results. How to write it in under 60 characters so it attracts clicks and helps your rankings.Present bias
We overvalue immediate rewards and undervalue future ones. The marshmallow test, hyperbolic discounting and how “buy now, pay later” exploits impatience.
Meta description
A meta description is the page summary shown in search results. It won’t affect your ranking, but it determines whether people click. Its history, ideal length and how to...
Processing fluency
What is easy to read feels truer and more likeable. The share pronounceability experiment, rhyming claims and why simplicity in content sells.Fitts’s law
A large, nearby target is easier to hit. Paul Fitts, buttons, thumb reach on mobile, and how the size and placement of a CTA determine conversions.Serial position effect
We remember the beginning and end of a list but forget the middle. Ebbinghaus, restaurant menus and how to order information, plus its link to the peak-end rule.The Veblen effect
With luxury goods, the rule is simple: higher price, higher demand. Veblen, conspicuous consumption, De Beers diamonds and the graph that explains it, plus how to use it in...Sunk cost fallacy
We stick with something because of what we have already spent, not because of its future benefit. The Concorde fallacy, Petr’s story and how it is used in retention.Framing effect
The same information presented differently leads to a different decision. Kahneman’s experiment, “90% fat-free” and using the framing effect in marketing.
What is branding and what are its benefits?
The growth of your business, or of any project, depends to a large extent on a successful brand-building strategy. Of course, the vast majority of people do not realise this...
Insights and highlights from SEOloger naživo 2024
For me, SEOloger combines business with pleasure: swapping funny work stories, inspiration, meeting new people, catching up with familiar faces, talks, walks in nature and...
What is a landing page and its 3 meanings
A landing page is a standalone page on a website with a unique URL. Potential customers can reach it by clicking through from an email, a paid ad, a banner, organic search, a...
Conversion rate
Conversion rate is the share of visits that turn into an action. How it is calculated, what a good rate is for an online shop and how to increase it through intent and landing...
