Google AI Overview is more than just a new feature—it marks the definitive entry of generative AI into the search experience. Now officially launched in Italy and other European countries, this system is set to dramatically reshape how users access information and how content appears in search results.
In this article, we’ll explain what AI Overview is, how it works, the impact on SEO, and how marketers and content creators can adapt to this major shift.
AI Overview: what it is and why it’s transforming SEO
With the official launch of AI Overview in Italy and across Europe, Google marks a decisive shift in the evolution of online search. This isn’t just a new feature, but a structural integration of generative AI into the SERP. In simple terms, Google no longer just lists links based on relevance—it now generates synthetic answers by combining content from multiple sources into a ready-to-read summary, often enriched with multimedia elements.
For users, it’s a positive revolution: fewer clicks, less time spent, and faster answers. For professionals in digital marketing, content creation and SEO, it’s a paradigm shift that requires rethinking how organic visibility is achieved.
How AI Overview works
AI Overview relies on Google’s Gemini 2.0 language model to synthesize real-time information from multiple sources. The system uses a process called query fan-out, which breaks a question into subtopics, analyzes them separately, then recombines the insights into a structured answer. The output? A natural, original response with links, images, and graphs.
So when a user types a broad question like “how does metabolism work?”, instead of getting a list of links, they’ll see a well-structured summary covering different aspects of the topic drawn from reliable sources.
How Google selects content for AI Overviews
A frequent question among content creators is how content is selected for inclusion in AI Overviews. According to Google, no special action is needed from publishers. The system automatically evaluates if a generative response can help the user, especially for complex queries that require synthesis across multiple sources.
Links shown within AI Overviews are automatically chosen based on quality, reliability and topical relevance, not through manual tagging or special markup. These links help users explore further and discover content from publishers, creators, businesses, e-commerce platforms, and more.
Google also confirms that these links are logged in Search Console. Clicks, impressions, and positions from AI Overviews are included in standard performance reports. SEO professionals can track the impact of AI Overview traffic using existing tools.
If you don’t want your content to appear in AI Overviews, you can apply existing search preview controls, such as robots.txt or meta robots settings. However, Google emphasizes that browser extensions like Chrome plugins have no effect on how content appears in Overviews.
The difference from snippets and traditional results
While featured snippets extract a short piece of text from one source, AI Overviews blend content from multiple sources into a custom-written, longer summary. This isn’t copy-paste—it’s real-time rewriting and reorganization by AI.
This also changes how organic traffic is distributed: many users find what they need within the Overview and don’t click on any links. The “zero-click search” trend becomes even more pronounced.
SEO strategies must evolve
According to Donato Paolino, SEO Specialist at Dopstart, “This is a bigger shift than the featured snippet introduction. It’s no longer about ranking; it’s about becoming the source chosen by AI.”
Paolino emphasizes that the SEO goal is now to thoroughly cover search intent, not just match keywords: “This is the era of conversational SEO.”
How to get your content included in AI Overview
You’ll need more than good writing. Your content should:
Fully address user intent
Use clear subheadings and logical structure
Implement semantic markup and structured data
Show experience and authority (EEAT principles)
Cover multiple perspectives, not just single keywords
Superficial or overly technical pages are less likely to be selected.
Impacted industries: info sites and e-commerce
AI Overviews have a strong impact on informational queries like how-to guides, definitions, and tutorials. In these cases, users often find answers directly in the summary.
E-commerce is also affected, especially when relying on generic content. However, niche expertise and in-depth product analysis still attract clicks. Paolino confirms: “When users seek expert evaluation, they still visit trusted websites.”
When does AI Overview appear?
The feature is not shown for all searches. Google shows it only when:
The query is complex or multifaceted
Reliable sources are available
The topic is not restricted (e.g., medical, finance, YMYL)
The rollout is gradual and ongoing. In Italy, it’s already active for many queries.
A conversational future: Google AI Mode
AI Overview is just the beginning. Google is also testing AI Mode, a more interactive experience that lets users ask follow-ups in a chatbot-like dialogue. The result is a new search paradigm that feels more natural and fluid.
We are entering a new era of real-time, visual, conversational search.
FAQ
What is Google AI Overview? A generative AI feature that summarizes answers directly in the SERP.
How does it work? It combines information from multiple sources and rewrites it into a readable summary.
How is it different from snippets? Snippets show one excerpt; AI Overviews synthesize multiple inputs.
How is content selected? Based on quality, structure, and topical relevance.
Is AI replacing traditional results? Not entirely, but it’s changing how users interact with SERPs.
Is AI Overview available in Italy? Yes, for many types of searches.
Which queries trigger Overviews? Complex, multifaceted queries—not simple or sensitive topics.
How should SEO change? Focus on content quality, structure, and complete coverage of search intent.
What industries are most affected? Informational content and e-commerce with general advice.
How can Dopstart help? We offer a free consultation to help you adapt your SEO strategy to AI-driven search.
Want to improve your visibility in AI Overviews? Book a free SEO consultation with Dopstart. We’re here to guide your success in the future of search.
Accessibility is not a one-time goal—it’s a continuous process. It takes awareness, ongoing updates, and a shared commitment. Dopstart supports you at every step: from the first audit to the final accessibility statement, offering a free initial consultation. Start today.
Digital accessibility is now a real responsibility for all organizations working online, whether public or private. It’s not just about legal compliance, but about the desire to deliver inclusive, barrier-free digital experiences. Whether you’re a designer, developer, communication manager, or business owner, knowing how to start making your website accessible is the first step toward building a fairer digital space for everyone.
In this article, you’ll find clear guidance on obligations, best practices, tools, and resources to help you start building a strong and compliant accessibility strategy.
Digital accessibility refers to the ability of websites, apps, digital documents, and services to be usable by everyone, including people with permanent or temporary disabilities. It ensures that digital content can be perceived, understood, navigated, and interacted with by all users, regardless of physical or cognitive limitations.
Why does it matter?
Social inclusion: it ensures equal access to information and services.
Legal compliance: in Europe and Italy, it’s required by laws like the Stanca Law and EU directives.
SEO advantage: accessible sites are easier to crawl and index.
Better UX: a more accessible site benefits all users, including those without disabilities.
Practical example 1: Alternative text for images
Blind users rely on screen readers. Always provide meaningful alt text.
<img src="team-photo.jpg" alt="Team of Dopstart at work">
Practical example 2: Form labels
Form fields must be clearly labeled for accessibility.
Use a minimum 4.5:1 contrast ratio for body text as per WCAG recommendations.
Not accessible:
color: #bbb; background-color: #eee;
Accessible:
color: #000; background-color: #ffffff;
Italian regulations and AGID accessibility guidelines
The legal framework: The Stanca Law
Italy’s approach to digital accessibility is based on Law no. 4 of January 9, 2004, known as the Stanca Law. It requires all public sector websites and services to be accessible to people with disabilities.
Key principle: “Everyone has the right to access digital public services, including persons with disabilities.”
The role of AGID
AGID (Agency for Digital Italy) is responsible for:
defining accessibility guidelines;
monitoring compliance of public websites;
providing a standard accessibility statement;
publishing annual reports and tools for assessment.
Mandatory compliance in Italy: at least WCAG 2.1 level AA
Accessibility statement
All public entities must publish a digital accessibility statement which includes:
their current compliance level;
inaccessible content (if any);
contact form for users to report issues;
last update date.
Example: https://form.agid.gov.it
Practical example: accessible PDF documents
To comply with AGID, attached documents must be accessible. An accessible PDF must:
contain selectable text, not scanned images;
use semantic tags for structure;
apply heading levels, lists, and paragraph hierarchy.
Use tools like Adobe Acrobat Pro, LibreOffice, or Microsoft Word Accessibility Checker.
Accessibility for private companies: who must comply?
Until recently, digital accessibility was mostly considered a responsibility of public administrations. But since 2022, private companies have also come under specific legal obligations.
European Accessibility Act and Italian implementation
Following the EU Directive 2019/882, Italy implemented this regulation via Legislative Decree 82/2022. It extends digital accessibility obligations to large private companies offering essential public services online.
Companies offering essential services to the public via digital channels
Examples include:
Banks
Insurance companies
Public and private transport services
Utility providers (energy, water, gas)
Telecom operators
Private healthcare companies with online services
What are the obligations?
These companies must:
Ensure their websites and apps comply with WCAG 2.1 AA
Publish an accessibility statement
Offer a channel for accessibility feedback
Maintain and update their services to ensure ongoing compliance
Accessibility is now a legal requirement, not just a best practice.
Why is this important?
This marks a turning point: digital accessibility becomes a part of corporate legal compliance, like data protection or cybersecurity.
Accessibility also:
Increases user inclusivity
Enhances brand image
Reduces legal risks
Improves overall UX for all users
Practical example: accessible insurance platform
An insurance provider over the revenue threshold must ensure:
Its customer portal is screen reader compatible
All forms can be completed via keyboard
Policy PDFs are properly tagged and accessible
Customer support is inclusive (e.g., live chat, transcripts)
Penalties and enforcement
AGID and Italian regulators can perform audits and apply administrative sanctions for:
Missing accessibility statements
Severe or repeated non-compliance
Ignored user complaints
Get support with Dopstart
If your business falls under these requirements—or you want to get ahead of the law—Dopstart offers a free consultation and full support in achieving technical and legal compliance.
The importance of accessibility in design
Digital accessibility starts with inclusive design. It’s not just about complying with WCAG standards through code—it’s about thinking accessibly from the first wireframe.
Accessible design is good design
Accessible interfaces:
prevent usability barriers before they arise;
improve the experience for all users;
help meet legal compliance standards;
enhance brand image and user trust.
Key elements of accessible design
1. Color contrast Ensure text stands out clearly from its background.
CSS Example:
body {
color: #000;
background-color: #fff;
}
Aim for at least a 4.5:1 contrast ratio for body text.
2. Readable typography
Avoid small or overly stylized fonts. Stick to sans-serif fonts and ensure line height is adequate.
body { font-family: Helvetica, sans-serif; font-size: 16px; line-height: 1.6; }
3. Logical structure and keyboard navigation
Design with semantic HTML and ensure users can navigate using the keyboard alone.
Accessibility: legal obligation, but also opportunity
Thinking inclusively pays off. It improves the user experience for everyone, reduces drop-off rates, enhances SEO, and builds trust in your brand.
In an increasingly digital world, excluding 20% of the population means missing out, ethically and economically. Ensuring web accessibility is not just a compliance issue—it’s a strategic move.
How to make a website accessible
Making your website accessible isn’t a one-time task—it’s a continuous process of improvement. Whether building a new site or updating an existing one, digital accessibility starts with awareness, structure, and the right tools.
1. Audit your current website
Start by identifying existing barriers:
low contrast or illegible text,
missing semantic HTML,
inaccessible forms,
broken keyboard navigation.
Useful tools:
WAVE
Chrome Lighthouse
axe DevTools
2. Follow WCAG 2.1 AA
Check your website against WCAG 2.1, targeting Level AA for legal compliance.
Example:
<img src="banner.jpg" alt="Team of Dopstart working together">
3. Use semantic HTML
Avoid generic <div> and <span> for structure. Use:
<header>, <nav>, <main>, <section>, <footer>
Example:
<main> <section> <h1>About Us</h1> <p>Welcome to our website...</p> </section> </main>
4. Ensure keyboard navigation
Make sure all elements are focusable and usable with the keyboard (Tab, Enter, Arrow keys).
Use tools like Adobe Acrobat Pro, Word Accessibility Checker.
7. Publish an accessibility statement
If you’re a public organization or required by law, submit your accessibility statement on form.agid.gov.it.
8. Train your team and monitor continuously
Accessibility is a design culture. Educate your content creators, developers, and designers. Review accessibility regularly.
Need help? Dopstart is here for you
If your organization needs to improve its website’s web accessibility, Dopstart offers a free initial consultation. We support public and private entities through every step: audits, design, development, testing, and compliance verification with AGID accessibility guidelines. Get in touch to build a truly inclusive digital experience.
Download your free checklist now!
Ready to make your website more accessible and WCAG-compliant? Download the Dopstart checklist, with all the key steps in Italian and English to start improving your site’s accessibility today.
Designing for usability means designing for people. Whether you’re creating an e-commerce platform or a municipal website, the goal is to make digital interaction easy, intuitive, and enjoyable. Dopstart offers expert support for businesses and institutions, from free initial consultation to the full design and testing of user-friendly digital platforms. Let’s create better web experiences—together.
The success of a website or platform heavily depends on how usable it is. Usability—or usabilityin English—is not just a technical detail; it’s a key principle that impacts the overall user experience, how easily content can be accessed, and whether users achieve their goals. In this article, we explore the definition of usability, the standards that regulate it, how it applies to web design, and why it matters especially in the context of public administration.
Usability is defined as the degree to which a system is easy, efficient, and satisfying for users to interact with. It’s not just about visual appeal, but about how well the system supports user goals through clarity, consistency, and predictability.
ISO 9241-11 definition
According to the ISO 9241-11 standard, part of the broader ISO 9241 family on human-system interaction ergonomics, usability is:
“The extent to which a system, product or service can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.”
Let’s break down the three key terms:
Effectiveness: whether users can complete their goals.
Efficiency: how much effort, time, and resources it takes.
Satisfaction: how pleasant and comfortable the experience feels.
Real-world example 1: online shopping site
Low usability: users can’t find products easily, filters are confusing, and the checkout process takes too long.
High usability: users find items quickly, navigation is intuitive, and the payment process is fast and seamless.
Real-world example 2: registration form
Low usability: error messages appear only after submission, and password requirements are unclear.
High usability: helpful hints guide the user, errors are highlighted immediately, and progress is smooth.
Usability ≠ aesthetics
A beautiful interface is not necessarily usable. If users struggle to find information or complete tasks, the design has failed, regardless of how it looks.
Key ISO references
Besides ISO 9241-11, these standards are also relevant:
ISO/TR 16982: Guidelines for usability evaluation methods.
ISO 9241-210: Human-centered design for interactive systems.
ISO/IEC 25010: Software product quality model, where usability is one of 8 key attributes.
From cognitive ergonomics to web usability
The origins of usability
The idea of usability emerged from cognitive ergonomics, a field that studies the interaction between people and tools in order to optimize efficiency, safety, and comfort. Initially applied to industrial machinery, vehicle controls, and cockpit instruments, ergonomics evolved to include the human relationship with digital interfaces.
The shift to digital systems
In the 1980s, with the spread of personal computers, usability began to be applied to software interfaces. As non-expert users began interacting with complex systems, it became essential to create tools that were intuitive and easy to learn. This led to the evolution of software usability, which further transitioned into web usability with the rise of the internet in the 1990s.
What is web usability?
Web usability refers to designing websites and digital platforms that are:
easy to navigate,
logically structured,
fast and responsive,
usable by people with various levels of expertise or disabilities.
Real-world example
A government website built with traditional ergonomic principles might include lots of information but organized poorly, with technical terms and confusing navigation. A site built with web usability in mind would include:
a simple, user-guided homepage,
clear, accessible language,
short, intuitive forms,
an efficient internal search tool.
From tools to experience
This shift from physical product design to web usability marks a broader transformation: we now design not only tools but user experiences. The quality of the interaction has become just as important as the system’s functionality.
Key features of a usable website
A usable website is not just beautiful—it’s designed to be intuitive, efficient, consistent, and enjoyable for all users, regardless of their technical skills.
According to Jakob Nielsen, a website has good usability when it meets the following five key criteria:
1. Learnability
New users should be able to understand quickly how to use the site and navigate it. Example: a homepage with visible menus and logical navigation paths.
2. Efficiency
Once learned, the site should allow users to complete tasks quickly and effectively. Example: an e-commerce site that lets users purchase in just 3 clicks.
3. Memorability
Returning users should remember how to use the site without having to learn it again. Example: a dashboard that maintains a consistent layout across sessions.
4. Error Tolerance
The system should prevent errors where possible, and help users recover easily from mistakes. Example: a form that highlights errors and explains how to fix them.
5. Satisfaction
The site should feel pleasant and fluid, and align with user expectations. Example: quick page loads, clear calls-to-action, and friendly microinteractions.
Other key aspects of web usability:
Visual consistency: typography, icons, and layouts should follow a clear pattern.
Clear information architecture: content must be organized around user goals.
Mobile-first and responsive: the site should work seamlessly on mobile devices.
Built-in accessibility: while not synonymous, usability and accessibility reinforce each other.
What happens when a site is NOT usable?
The site fails to convert, even with high traffic.
Users leave the site early (high bounce rate).
Users make mistakes or feel frustrated.
Usability vs. Accessibility vs. User Experience
Three distinct yet connected concepts
When designing effective digital products, it’s common to confuse usability, accessibility, and user experience (UX). While closely related, these terms describe different aspects of how users interact with technology. Understanding the differences is essential for creating user-centered websites and apps.
1. Usability
Usability is about how easy, efficient, and satisfying it is for a user to complete a specific task using a system. It focuses on learnability, consistency, error prevention, and task efficiency.
Example: A medical booking site that allows users to choose a doctor and schedule an appointment in 4 simple, clear steps.
2. Accessibility
Accessibility refers to whether a product can be used by people with disabilities—visual, auditory, motor, cognitive, or temporary impairments. It includes screen reader compatibility, keyboard navigation, alt text, proper color contrast, etc.
Example: An e-commerce site that allows a blind person using a screen reader to browse, select, and purchase a product independently.
3. User Experience (UX)
User Experience (UX) is the overall impression a user has when interacting with a product—not only its functionality, but also its emotional and aesthetic impact. UX includes usability and accessibility, but also addresses design, tone of voice, trust, and brand identity.
Example: A banking app with a clean layout, smooth animations, friendly language, and a guided flow that makes the user feel in control and secure.
How do they relate?
Accessibility is a baseline requirement: without it, some users are excluded.
Usability focuses on making the system easy to use for everyone.
UX is the complete experience, from first contact to post-use impression.
To summarize: Accessibility = “Can I use it?” Usability = “Is it easy to use?” UX = “How do I feel about it?”
Usability testing: how it works
UWhy test usability?
A website or app may look perfect on paper, but only by observing real users in action can you verify if it’s truly usable. Usability testing is the key to discovering friction points, confusion, and areas for improvement.
What do we evaluate?
During usability testing, we examine:
task completion time;
user difficulties and confusion;
errors and how users recover from them;
user emotions (frustration, satisfaction);
memory retention and navigation logic.
Main usability testing approaches
1. User testing
Real users are asked to perform tasks while being observed or recorded. Methods:
In person (lab or field);
Remote (moderated or unmoderated).
Example: a 30-minute session with 5 users to test the mobile checkout experience.
2. Verbal feedback methods
Use tools like:
structured interviews;
satisfaction questionnaires (e.g., SUS – System Usability Scale);
focus groups.
Example: users give opinions after using the site, pointing out confusing elements or moments of delight.
3. Expert review / heuristic evaluation
UX experts evaluate the interface using formal methods:
Nielsen’s heuristics;
Cognitive walkthroughs;
Checklists based on ISO or WCAG standards.
Example: an expert audit highlights poor button visibility, unclear labels, or inconsistent navigation.
4. Model-based evaluations
Less common but useful during early design phases. Use computational models (e.g., GOMS, KLM) to simulate interactions.
Example: simulate the average time needed to complete a task on a prototype interface.
Often, a hybrid strategy—combining user testing with expert reviews—yields the best results.
Recommended tools
Maze, UsabilityHub, Lookback, Hotjar – for remote testing and behavior tracking;
Figma, InVision, Adobe XD – for interactive prototype testing;
Google Forms, Typeform – to collect user feedback;
Jira, Notion, Miro – for logging observations and planning UX updates.
When to test?
Usability testing should be:
Ongoing – as part of continuous improvement.
Early – during design with wireframes;
Mid-phase – while development is ongoing;
Final – just before launch;
Usability in public administration
A digital right for citizens
As public services become increasingly digital, usability in public sector websites is essential to uphold the citizen’s right to access and information. Poorly designed government portals don’t just cause inconvenience—they risk excluding people, increasing bureaucracy and eroding public trust.
Beyond design: usability as a public duty
Public institutions must not stop at “publishing online”: they must make services truly usable and user-oriented. Citizens using these services are often under stress or time pressure. If the interface is slow, confusing, or broken, the digital service fails its purpose.
Legal and policy references
While there is no law that regulates usability per se, several regulations recognize its importance:
According to AGID guidelines, a public site should be:
Perceivable: clear commands and visible information;
Understandable: simple language and intuitive layout;
Operable: navigable even with assistive technologies;
Consistent: predictable behavior across pages;
Flexible: responsive and adaptable to user preferences;
Secure: data protection and transparency in transactions;
Error-tolerant: user support and prevention of mistakes;
Pleasant: attractive design that engages users.
Practical example
Poor usability: a citizen wants to apply for a tax benefit, but the municipal website:
lacks a search bar,
only provides PDF forms without guidance,
doesn’t function on mobile.
Good usability: the same service is available via:
a visible CTA on the homepage,
a multi-step online form with inline help,
a chatbot or step-by-step tutorial.
Public bodies should also…
run usability tests regularly with real users;
collect feedback and listen to user reports;
publicly share results and improvements made;
involve stakeholders early in the design phase.
How to build a usable website
Design for users, not for yourself
One of the most common mistakes in web design is assuming the user thinks like the developer. A usable website is built around real user needs, digital habits, and cognitive limits. User-Centered Design (UCD) is not just a philosophy—it’s a concrete, structured approach.
Key design phases
1. User analysis
Define:
who your users are (age, skills, goals);
personas and user journeys;
contexts of use (mobile, low bandwidth, etc.).
2. Wireframing and prototyping
Use tools like Figma or Adobe XD to design user flows and interface layouts before coding.
3. Clear information architecture
Structure the site around user logic:
simple, meaningful menus;
hierarchical navigation;
breadcrumb trails;
consistent URLs.
4. Consistent and readable design
The visual layer should enhance—not distract from—the content.
Test with real users before the site is live. Even testing with 5 users can uncover most major usability issues.
6. Write for humans
Usable websites use simple, direct, goal-oriented language.
Example:
“Proceed with the operation”
“Start your free quote now”
7. Responsive and fast
A usable website must work well on all devices and load quickly. Use:
media queries;
image compression;
lazy loading;
performance monitoring tools.
8. Accessibility means usability for all
Design with accessibility standards (WCAG) in mind: screen reader support, keyboard navigation, color contrast, and visible focus states.e website is one where content, interface, navigation, and visual design all work together seamlessly.
The benefits of usability
Why invest in usability?
Creating a usable website, app, or digital platform isn’t just about aesthetics—it’s a strategic decision. A usable system brings tangible benefits to users, businesses, and public services alike.
Benefits for users
Higher satisfaction Intuitive design leads to positive experiences and user loyalty.
Lower stress levels Clear interfaces reduce confusion and anxiety—especially for critical tasks (e.g., booking health appointments).
Time-saving A well-structured system helps users complete tasks faster.
Inclusive access Usable and accessible platforms welcome everyone, regardless of skills, age, or physical ability.
Benefits for businesses and public bodies
Improved staff productivity Efficient internal systems (like CRMs or portals) boost employee performance.
Higher conversion rates On e-commerce sites or landing pages, good usability increases purchases or leads.
Fewer user errors and support requests Clear systems mean less confusion, reducing the burden on help desks.
Less need for training An intuitive product teaches itself, reducing onboarding costs.
Better trust and brand image A usable site reflects professionalism and reliability—especially vital for public institutions.
Lower long-term development costs Usability-driven design avoids expensive post-launch fixes and redesigns.
Practical examples
A local municipality adopts a simplified contact form, cutting average response times in half.
A public health agency simplifies its booking portal, reducing helpline calls by 30%.
An online shop redesigns its checkout flow and increases completed purchases by 20%.
Download the checklist now!
Want to make sure your website is truly usable, effective, and user-centered? Download the Dopstart checklist and review all the key elements of web usability step by step.
FAQ
What is usability according to ISO 9241? It’s the degree to which users can effectively, efficiently, and satisfactorily use a product in a given context.
What is the difference between usability and accessibility? Accessibility addresses the needs of users with disabilities; usability ensures ease of use for everyone.
What makes a website usable? Clarity, intuitive navigation, error tolerance, and user satisfaction are key indicators.
Who are the key experts on web usability? Jacob Nielsen and Ben Shneiderman are two of the most influential figures in the field.
Why is usability important in public services? It ensures fair and efficient access to digital services for all citizens.
How do you test a website’s usability? Through real-user testing, expert reviews, interviews, and remote evaluations.
What are the benefits of improving usability? Increased user satisfaction, fewer errors, better performance, and lower support costs.
Is usability only about design? No, it also involves structure, content clarity, and how users interact with the system.
When should usability be assessed? At every stage: design, development, and post-launch evaluations.
How can Dopstart help with usability? We offer strategic and operational support, starting with a free consultation and guiding you through the entire usability process.
User Experience (UX) is one of the most crucial concepts in the modern digital world. Often confused with aesthetics or usability alone, it actually encompasses much more: it refers to the overall experience a user has when interacting with a website, app, or digital service.
In this article, we’ll explore what it is, why it’s important, what a UX designer does and how to become one, how to measure UX, and how to improve it across different digital fields.
User Experience (UX) is the sum of all emotions, perceptions, thoughts, and reactions a person has while interacting with a product, service, or digital system. It’s not just about usability or aesthetics — it includes emotional, cognitive, and functional aspects.
Put simply, UX is how a user feels when using a website, app, or tool. If the experience is intuitive, fast, and satisfying, the user will continue using it. If it’s frustrating or confusing, the user will likely leave — and not come back.
Real-world examples
Positive example: Imagine booking a stay on Airbnb. You enter your destination and dates, see clear listings with photos and reviews, and complete your booking in a few steps. This is a great UX — smooth, guided, and reliable.
Negative example: Think of a restaurant website that takes forever to load, doesn’t show the menu, and is hard to use on mobile. That’s a bad UX — users feel annoyed and will likely look elsewhere.
Accessibility: Can everyone use it, including users with disabilities?
Desirability: Is the design appealing and engaging?
Usefulness: Does it solve a real need?
Credibility: Are the contents trustworthy and consistent?
A brief history: the origins of UX
Although the term User Experience became popular in the 1990s, its historical roots go back much further, to disciplines like ergonomics, cognitive psychology, industrial design, and human-computer interaction.
From ergonomics to digital design
In the 1950s and 60s, ergonomics was already applied to cockpit design, medical devices, and industrial tools. The goal was to make tools safe, efficient, and easy to use.
These ideas naturally moved into the digital space. With the rise of personal computing in the 1980s, there was a growing need for user-friendly interfaces — not just for engineers but for everyday users.
Don Norman and the birth of “UX”
The term User Experience was coined by Don Norman in the early 1990s while working at Apple as the company’s User Experience Architect — one of the first roles of its kind. He argued:
“It’s not enough for a product to work. It must also be beautiful, enjoyable to use, and consistent across every interaction.”
Since then, UX has become a foundational concept in digital design, influencing websites, mobile apps, software, and online services.
Notable historical examples
The Macintosh mouse (1984): Designed to be intuitive for everyone, it’s a classic example of inclusive UX design.
TV remotes in the 1990s: Often overloaded with buttons, they showed how overcomplicated interfaces hurt the user experience.
Amazon in the early 2000s: Introduced features like “1-Click Buy,” user reviews, and personalized suggestions — a major leap in ecommerce UX.
Today, UX is a mature discipline with specialized professionals, dedicated tools, and academic programs.
Why User Experience is so important
User Experience (UX) is not just a visual or technical layer — it’s a critical factor for the success of any digital product or service. Great UX builds trust, improves communication, boosts conversions, and encourages loyalty. Poor UX leads to frustration, drop-offs, and damage to your brand reputation.
UX directly influences user behavior
Modern users have high expectations. They’re used to fast, clean, and intuitive interfaces. If a site is slow, confusing, or hard to navigate, they’ll leave — often for good.
Real-life examples
Positive case: Think about Google. You type a word, hit enter, and results appear instantly. That’s excellent UX — it solves a real need quickly and smoothly.
Negative case: You visit a train ticket website, but the “search” button is hard to find, the form won’t accept your data, and the page reloads constantly. Frustrated, you leave and look for alternatives.
Lower bounce rates A strong first impression encourages users to stay and explore.
Increased user loyalty A satisfying experience keeps users coming back and recommending your brand.
Reduced customer support costs Clear, intuitive design reduces the need for help or clarification.
Stronger competitive advantage Superior UX helps you stand out in crowded markets and gain customer trust.
What does a User Experience Designer do?
A User Experience (UX) Designer is the professional who designs the user’s experience with a digital product. Their job isn’t just to make things look good — it’s to create clear, intuitive, and functional user flows, always placing the user’s needs and behaviors at the center.
A UX Designer acts as a bridge between technology, design, and human psychology, ensuring that every user interaction — from a click to a purchase — feels smooth, logical, and satisfying.
Key responsibilities of a UX Designer
User research Gathers insights through interviews, surveys, heatmaps, analytics, and observation. The goal is to understand who the users are, what they need, and what frustrates them.
Personas and user journeys Builds user personas and experience maps to visualize user motivations and actions at each stage of interaction.
Information architecture and wireframing Plans content structure and creates wireframes, which are basic page layouts that help organize elements logically.
Interactive prototyping Builds clickable prototypes that simulate the product experience before development begins.
Usability testing Observes real users interacting with the prototype to identify issues, confusion, or drop-off points.
Cross-functional collaboration Works closely with developers, UI designers, marketing teams, and content strategists to turn user insights into real solutions.
Real-world example
An online store wants to increase conversions. The UX Designer:
Analyzes Google Analytics and heatmaps
Discovers users are dropping off during checkout
Redesigns the checkout page with clearer instructions, fewer form fields, and faster payment options
Tests the new flow with real users
Result: Conversions increase by 25%
Essential soft skills
Beyond tools and techniques, a UX Designer should have:
Empathy for users
Analytical thinking
Critical reasoning
Clear communication
Teamwork orientation
How to become a UX Designer
Becoming a UX Designer means learning to design user-centered digital experiences by combining skills in research, design, analysis, and communication. There’s no single path — it’s a multidisciplinary career open to both technical and humanistic backgrounds.
1. Understand what UX truly is
The first step is to realize that User Experience is not just about how something looks — it’s about how it works and feels. Recommended books:
“The Design of Everyday Things” by Don Norman
“Don’t Make Me Think” by Steve Krug
2. Get educated (formally or independently)
You can study Design, Psychology, Communication, or Computer Science, or follow online courses, bootcamps, or UX/UI master programs. Great starting points:
Google UX Design Certificate (Coursera)
Interaction Design Foundation (IDF)
Bootcamps from schools like CareerFoundry or General Assembly
3. Learn the key tools
UX Designers need to master tools for design, prototyping, and usability testing:
Figma: for wireframing and interactive prototypes
Sketch / Adobe XD: alternatives for UI design
Maze / Lookback / Hotjar: for usability testing and analytics
Notion / Miro: for journey maps, research and brainstorming
4. Build a portfolio
A solid UX portfolio is essential to show your thinking process. Each project should include:
Problem analysis
User research
Wireframes and prototypes
Usability testing
Measurable results
5. Get hands-on experience
Even without clients, you can:
Join open-source projects
Redesign existing websites as exercises
Participate in UX design challenges (e.g. UX Challenge, Briefbox)
Volunteer for startups or small agencies
6. Develop soft skills
Being a UX Designer also means being able to:
Listen and empathize with users
Collaborate across teams
Communicate visually and clearly
Accept and incorporate feedback
How to measure User Experience
A strong User Experience (UX) isn’t just about how users feel — it can (and should) be measured using objective tools and metrics. Measuring UX helps identify pain points, optimize interfaces, and prove how design impacts business goals.
Two main approaches
Qualitative tests Based on direct observation of user behavior. They reveal emotions, struggles, and satisfaction. Examples:
User interviews: to gather opinions, needs, and frustrations
Usability testing: observing users as they complete tasks
Think-aloud protocol: users explain their thoughts out loud while using a product
Quantitative metrics These provide measurable data that can be tracked over time, often using analytics platforms or surveys. Here are the most common:
Key UX metrics
Conversion Rate
The percentage of users who complete a desired action, like buying a product or signing up. Example: clarifying a call-to-action increases a store’s conversion rate from 2% to 4%.
Bounce Rate
The percentage of visitors who leave after viewing only one page. High bounce rates may signal content or UX issues. Example: if 70% of users leave after the homepage, it may not be intuitive or engaging.
Average Time on Page
Shows how long users stay on a specific page. Example: low time on a tutorial page might mean it’s confusing or unhelpful.
Net Promoter Score (NPS)
A customer loyalty metric based on the question: “How likely are you to recommend this to someone else?” Users rating 9–10 are “promoters”, 0–6 are “detractors”.
System Usability Scale (SUS)
A 10-question standardized survey to assess ease of use after testing. Example: an app scoring 90/100 on SUS is perceived as highly usable.
Why measuring UX matters
It allows you to make data-driven decisions
Helps prioritize improvements based on impact
Demonstrates real design value to stakeholders
Enables continuous, iterative enhancements
UX and the importance of design in general
User-centered design isn’t just for digital products. Physical products, environments, and services also benefit from a strong UX approach. Designing for human needs enhances usability, satisfaction, and reduces errors.
Improving User Experience in Web Design
In web design, improving User Experience (UX) means building interfaces that are useful, accessible, smooth, and intuitive, always keeping the user at the center. Good UX isn’t just about looks — it’s about functionality, speed, clarity, and satisfaction.
1. Clear, consistent navigation
Users should always know where they are, where they can go, and how to get back.
High contrast, font size, alt tags for images, and semantic HTML tags are critical.
Example:
<img src="graph.png" alt="Quarterly sales graph"> <h1>Q2 Sales Report</h1> <p>Sales increased by 15% compared to the previous quarter...</p>
UX and e-commerce websites
In e-commerce, User Experience (UX) is a critical success factor. A beautiful site is not enough — if users struggle to browse, search, or check out, they will abandon their carts, never return, and avoid recommending your brand.
A great UX leads to more sales, fewer returns, and a stronger online reputation.
Key UX touchpoints in an e-commerce journey
Product search Users must quickly find what they’re looking for: clear filters, smart search, clean categories. Example: Zalando offers immediate filters by size, color, brand, price.
Product page clarity Provide complete info: strong visuals, full descriptions, availability, and user reviews. Example: Amazon displays multiple photos, videos, specs, Q&A, and user feedback.
Simple checkout process The checkout should be short and frictionless — no forced sign-ups or redundant fields. Common mistake: 5-page checkout with unnecessary steps. Best practice: Shopify offers a single-page checkout.
Trust and security signals Reassure the user with HTTPS, return policies, customer support, and payment logos. Example: Visa/Mastercard/PayPal icons and “100% satisfaction guaranteed” badges build trust.
UX metrics to track for e-commerce
Cart abandonment rate: often over 70% — reduce it by improving checkout UX.
Conversion rate: increases with clear, responsive design and seamless flow.
Customer satisfaction and reviews: reflect perceived experience.
Tools to improve e-commerce UX
Hotjar or Microsoft Clarity: to track user behavior visually.
A/B testing: to test versions of CTAs, layouts, or messaging.
Google Optimize / GA4: to connect UX data with sales performance.
UX and Digital Marketing
In Digital Marketing, User Experience (UX) is not a secondary concern — it’s a strategic element that can make or break a campaign. A fast, clear, and user-centered landing page can skyrocket conversions, while poor UX can waste even the best-targeted paid traffic.
Why UX and digital marketing go hand in hand
Every marketing effort — SEO, ads, email, social — aims to get users to take action. UX steps in as soon as they click, shaping how they perceive and interact with your site.
Real-world examples
Google Ads campaign + optimized UX A user clicks on “Get your free quote now.” They land on a fast-loading page, with a clear headline, bulletproof benefits, and a short form. Result: +40% conversions over the previous version.
Email marketing + good UX A promo email leads users to the site. If the site is slow or confusing, they bounce. If it’s clean, responsive, and focused, they stay and convert.
UX factors that boost marketing performance
Page speed A slow site kills campaign results, especially on mobile. Fix: compress images, minify CSS/JS, enable caching.
Message-page consistency Ads should lead to relevant, matching pages. Fix: use dedicated landing pages for each campaign.
Simple forms Fewer fields, clear labels, easy submit. Fix: use autofill, avoid unnecessary friction.
Mobile-first design 70%+ of traffic is mobile. Fix: design first for small screens, then scale up.
UX drives ROI in marketing
Well-designed UX directly improves ROI, because it:
Raises your Google Ads Quality Score
Lowers your Cost Per Conversion (CPC)
Increases engagement and time on site
Strengthens brand perception and trust
UX and SEO: a strategic alliance
A few years ago, SEO focused mainly on keywords, backlinks, and optimized text. Today, Google also considers user experience as a ranking factor. That’s why UX is now a core part of effective SEO strategies.
If your website provides a great experience — intuitive navigation, fast loading, clear structure — users stay longer, engage more, and return. These are all positive signals for search engines.
How UX boosts SEO (and vice versa)
Core Web Vitals Google’s metrics that measure real-world user experience: speed, interactivity, visual stability. Example: A homepage that loads in under 2 seconds (LCP) is SEO-friendly. Optimize images, scripts, and CSS to improve performance.
Clear structure and semantic hierarchy Good UX uses H1–H2–H3 tags, breadcrumbs, and readable URLs — all helpful for both users and Google bots.
Mobile-first design Since 2018, Google uses mobile-first indexing. A responsive, mobile-optimized site is non-negotiable. Example: Hamburger menu, readable fonts, large touch targets.
Lower bounce rate If users find what they need quickly, they stay — improving session duration and page depth, both SEO-friendly metrics.
Readable and engaging content Good UX means short paragraphs, clear headings, visible CTAs — all making content more user-friendly and SEO-rewarded.
Real-world example
A company site had good content but poor layout, long blocks of text, and hidden CTAs. After UX improvements (layout, hierarchy, calls to action), average time on page increased by 70%, and Google rankings improvedsignificantly for target keywords.
UX as an SEO driver: benefits
Higher organic search rankings
More qualified traffic
Lower bounce rates
More conversions, not just more visits
UX and Social Media
When we talk about User Experience (UX), we usually think of websites and apps — but social media platforms are digital environments where UX plays a critical role. Every interaction — from scrolling to liking, from tapping a link to submitting a form — should be smooth, intuitive, and consistent.
A well-crafted social media UX increases engagement, reduces friction, and strengthens brand perception.
Why UX matters in social media
Users decide in seconds If a post is unclear or visually cluttered, they scroll past. UX focuses on visual hierarchy, readability, and clarity.
Every click is precious The jump from a post to a landing page should be fast, frictionless, and error-free. Poor UX: broken links, non-mobile-friendly pages. Good UX: clean, tracked links that open responsive, relevant content.
Cross-channel consistency The experience should feel seamless across Instagram, the website, email, and e-commerce. Users shouldn’t feel like they’re moving between disconnected platforms.
Microinteractions and accessibility Reactions, animations, and carousels enhance UX only if they don’t distract and are accessible on mobile and with assistive tools.
Real-life examples of strong social UX
Instagram: a brand with consistent reel covers and a clear CTA in the bio improves user flow and funnel progression.
Facebook: placing a visible “Shop Now” or “Learn More” button on posts makes conversion easier.
LinkedIn: a post formatted with spacing, emojis, and clear headings boosts readability and interaction.
UX best practices for social media
Use readable visuals optimized for small screens
Avoid dense or long text blocks
Ensure post-link-landing page consistency
Test all links on mobile devices
Include clear, actionable CTAs
UX and Email Marketing
Email marketing is a powerful channel — but often overlooked from a User Experience (UX) perspective. A successful email must grab attention in seconds, be clear, readable, mobile-friendly, and guide users to a single, focused action.
Effective UX in email improves open rates, click-through rates, and conversions, while reducing unsubscribes and spam complaints.
Why UX matters in email
Users decide in 2 seconds The subject line and preview text are critical. Poor UX here = delete or ignore.
Quick visual scanning People don’t read, they scan. Use headlines, spacing, bullet points, and clear CTAs.
Mobile-first design Over 70% of emails are opened on mobile. Use responsive layout, larger fonts, and tappable buttons.
One clear CTA Focus on one primary action. Too many links = no action taken.
UX-friendly email structure example
<table style="max-width:600px;margin:auto;font-family:sans-serif;"> <tr><td style="padding:20px;"> <h1 style="font-size:24px;">Download our new free guide</h1> <p style="font-size:16px;">We created something valuable to help you improve your digital strategy.</p> <a href="https://yourcompany.com/guide" style="display:inline-block;background:#28A745;color:#fff;padding:12px 24px; text-decoration:none;border-radius:5px;margin-top:10px;"> Download Now </a> </td></tr> </table>
Email UX best practices
Keep subject lines short, clear, and human (under 50 characters)
Use single-column layout for simplicity
Ensure the CTA appears above the fold
Avoid text blocks: use bullets, headers, and visuals
Always test on mobile and in dark mode
Include a visible unsubscribe link for trust and compliance
UX vs UI: what’s the difference?
In digital design, the terms UX (User Experience) and UI (User Interface) are often confused or used interchangeably, but they refer to two distinct concepts — closely related but not the same.
A well-designed UI can attract users. A strong UX keeps them engaged and helps them achieve their goals.
What is UX (User Experience)
UX refers to the overall experience a user has while interacting with a digital product. It includes:
Navigation
Load time
Ease of finding information
Completing tasks
General satisfaction
Example: A simple but fast checkout flow with no friction offers great UX, even if the design is minimal.
What is UI (User Interface)
UI is the visual and interactive layer through which the user interacts with the system. It includes:
Buttons
Colors
Typography
Spacing
Icons
Animations
Example: An app with a clean layout, consistent icons, and well-sized buttons has a great UI.
The key difference
UX is how it feels It’s about flow, emotion, clarity, and overall experience.
UI is what you see It’s about style, layout, and visual interactions.
Simple metaphor
Think of a car:
UI is the dashboard, steering wheel, and seat design.
UX is how it drives, how comfortable it feels, how easy it is to park.
UX and UI must work together
The best products are born when UX and UI collaborate:
A beautiful UI with poor UX frustrates users.
A great UX with bad UI feels unprofessional.
The ideal is when the experience is smooth and the design is attractive.
How to improve UX in practice
Improving User Experience (UX) isn’t just about “making things prettier” — it’s about putting users at the center of every design decision. It’s a continuous process based on listening, analyzing, testing, and refining.
There’s no one-size-fits-all, but there are universal steps every team can follow.
1. Understand your users
It all starts with research. You can’t design a good experience unless you know who your users are, what they want, and what frustrates them.
Useful tools:
User interviews
Surveys (e.g. Google Forms, Typeform)
Empathy maps, personas
2. Map the user journey
Visualize the path users take from entering your site to completing a key action (purchase, contact, download). Identify pain points and obstacles.
Useful tools:
Miro, Figma, UXPressia
3. Build and test prototypes
Don’t wait for full development. Build wireframes and interactive prototypes to gather early feedback.
Tools:
Figma, Adobe XD, Marvel App
4. Analyze real user data
Use analytics to track actual user behavior, not assumptions.
Tools:
Google Analytics (GA4)
Hotjar, Microsoft Clarity
A/B testing tools (Google Optimize, VWO)
5. Remove friction and simplify
Every extra click, every unnecessary form field, every slow page is a UX obstacle.
Quick wins:
Shorter forms
Faster page load
Visible, action-driven CTAs
6. Iterate continuously
UX is not a one-time task. It’s a cyclical process of designing, testing, and improving.
Recommended methods:
Design thinking
Agile UX
Continuous feedback loop
Bottom line: UX as a business mindset
Improving UX means improving business — because satisfied users are users who:
stay
engage
convert
return
recommend
Need help optimizing your product’s User Experience? Dopstart offers a free initial consultation and can guide your company through the entire UX journey — from analysis to implementation and ongoing improvements. Reach out to discover what we can do for you!
Improve your users’ experience
Download our free User Experience checklist now — a practical tool to assess and optimize every stage of your digital project. Click here to get Dopstart’s free PDF.
FAQ
What is User Experience (UX)? It’s the overall experience a user has while interacting with a digital product.
Why is UX important in digital marketing? Because it boosts conversions, retention, and user satisfaction.
What’s the difference between UX and UI? UI is the visual layer, UX is the emotional and functional experience.
How can I improve my website’s UX? Focus on navigation, speed, mobile design, and usability testing.
What tools do UX designers use? Figma, Sketch, Adobe XD, Maze, Hotjar, Google Analytics.
Is UX important for SEO? Yes, UX factors like speed and usability affect search rankings.
Does UX apply to social media? Absolutely — it enhances engagement and brand perception.
How does UX impact ecommerce? It increases sales and reduces cart abandonment.
How is UX measured? Through both qualitative insights and quantitative data.
How can I become a UX designer? Start with courses in research, design, and prototyping tools.
The platform is accused of illegally transferring users’ personal data outside Europe, in breach of GDPR
The third-largest GDPR fine in history
The Irish Data Protection Commission (DPC) has hit TikTok with a staggering €530 million fine, ranking it as the third-largest sanction ever issued under the General Data Protection Regulation (GDPR). Only Amazon (€746 million) and Meta-Facebook (€1.2 billion) have received higher penalties.
At the core of the issue is the unauthorized transfer of EU users’ personal data to China, where parent company ByteDance is headquartered. The DPC determined that TikTok failed to comply with privacy obligations, exposing European data to significant risks.
Why Ireland decides for all of Europe
Under the GDPR, any non-EU company with its European base in a member state is subject to that country’s data authority. In TikTok’s case, its European headquarters in Ireland makes the DPC responsible for investigations and enforcement.
The fine follows a lengthy investigation, which found that TikTok did not offer sufficient safeguards to protect data transferred outside the EU, putting users’ rights at risk.
TikTok fights back: “We’ll appeal”
TikTok strongly disagrees with the DPC’s decision and has announced plans to file an appeal. The platform argues that it has already updated its data practices to comply with European standards and called the fine disproportionate.
Regardless of the outcome, the case sends a powerful message to big tech companies: if you operate in Europe, you must respect data protection laws — no matter where your servers are.
Transferring Data Outside the EU: What the GDPR Says
The General Data Protection Regulation (GDPR) restricts the transfer of personal data to countries outside the European Economic Area (EEA) unless those countries ensure an adequate level of data protection. In the absence of an adequacy decision by the European Commission, transfers can still occur if specific safeguards are in place, such as:
Standard Contractual Clauses (SCCs) approved by the European Commission
Binding Corporate Rules (BCRs) for intra-group data transfers
Data Protection Impact Assessments (DPIAs) to assess and mitigate risks
Participation in recognized data transfer frameworks, such as the EU-U.S. Data Privacy Framework
In the TikTok case, the Irish Data Protection Commission found that the company transferred European users’ data to China without sufficient safeguards, breaching Articles 44 to 49 of the GDPR. Since China is not covered by an EU adequacy decision, companies transferring data there must take extra precautions.
Implications for Businesses
This record-high fine underscores how European data protection authorities are ramping up GDPR enforcement, particularly in cases involving:
Transparency in data processing
Protection of minors
Data security and localization
To remain compliant, companies should:
Map international data flows and identify high-risk transfers
Assess the legal basis for each transfer and apply necessary safeguards
Review contracts with vendors and partners outside the EEA
Implement encryption, anonymization, and privacy-by-design measures
An interspecies communication breakthrough: Google develops an AI to decode dolphin vocalizations
A voice from the deep: how dolphins might speak through AI
DolphinGemma, Google’s ambitious new project, may become a turning point in how we understand animal communication. Created in collaboration with the Wild Dolphin Project (WDP), active since 1985, and the Georgia Institute of Technology, this innovation aims to decode and even generate dolphin vocalizations. The goal? To translate underwater sound into meaning and perhaps spark a real dialogue between humans and dolphins.
The project focuses on a specific community: the wild Atlantic spotted dolphins of the Bahamas. Years of underwater field research have produced a large archive of audio and video recordings linked to individual dolphins, revealing patterns like the signature whistles used by mothers and calves to reunite. Now, with the help of artificial intelligence, scientists are setting their sights even higher.
Inside DolphinGemma: high-performance audio AI
At the heart of DolphinGemma lies a powerful audio AI model, based on Google’s SoundStream tokenizer, designed to process and understand complex sound sequences. The model, which includes around 400 million parameters, has been trained on WDP’s vast acoustic database, one of the world’s richest resources on cetacean communication.
This AI technology can analyze the structure of dolphin vocalizations, detect repeating patterns, predict what sounds are likely to come next, and even generate new sounds that mimic real dolphin speech. It works similarly to language models for human communication, which anticipate words in a sentence—but this time, the aim is to build a shared vocabulary between species.
Interactive conversations: the challenge of the Chat system
Beyond decoding natural dolphin communication, the Wild Dolphin Project is also testing a bidirectional communication system for use in the ocean. This is where Chat (Cetacean Hearing Augmentation Telemetry)comes in—a submersible computer developed with Georgia Tech that emits synthetic whistles tied to objects dolphins enjoy, like sargassum or seagrass.
The hope is that dolphins will associate these sounds with specific objects and begin to imitate the whistles to “ask” for them, opening the door to meaningful interaction between species. If successful, this experiment could lead to the first real semantic exchange between humans and marine mammals.
An open source future for marine science
Google plans to release DolphinGemma as open source software this summer, allowing scientists worldwide to access the model and apply it to other dolphin species, such as bottlenose dolphins or spinner dolphins. This move could significantly accelerate research in the field of interspecies communication.
Ultimately, DolphinGemma is not just a technical feat—it’s a step toward empathy, connection, and mutual understanding between humans and the animal world. With its help, we might finally begin to understand the voices that have echoed through our oceans for millennia.
Adding PHP code to WordPress pages can unlock advanced customization, integrate third-party tools, or display dynamic content. However, doing it the wrong way may compromise your website’s security or even break it. In this article, we’ll walk you through safe and effective methods to add PHP code to WordPress, even if you’re not a developer.
Why WordPress doesn’t allow PHP in pages by default
For security reasons, WordPress does not allow direct execution of PHP code inside the page or post editor. This is to prevent any unauthorized or malicious user from injecting code that could compromise the entire site.
The danger of arbitrary PHP
PHP has full access to the file system, database, and WordPress core functions. Therefore, executing unfiltered PHP can:
Execute harmful commands
Steal or modify sensitive data
Delete users or content
Create hidden backdoor access
A real example of dangerous code
Imagine if someone inserts this code inside a page:
<?php // DANGEROUS EXAMPLE – DO NOT USE if (isset($_GET['delete_users']) && $_GET['delete_users'] == '1') { require_once(ABSPATH . 'wp-admin/includes/user.php'); $users = get_users(); foreach ($users as $user) { wp_delete_user($user->ID); } echo "All users have been deleted."; } ?>
Then visits a URL like:
https://yoursite.com/page/?delete_users=1
The result? All users will be deleted from the site — a disaster.
That’s why WordPress filters PHP
Anything you write in the editor is treated as HTML or shortcode, but not executable code. This is intentional, to protect your site from malicious injections or accidental breakage.
How to run PHP safely
If you need to use PHP in WordPress, use safe and controlled methods such as:
Developing a custom template file or widget
Creating a custom shortcode
Using plugins like Code Snippets
How to safely add PHP code in WordPress
How to safely add PHP in WordPress
Since WordPress does not allow PHP execution directly within posts or pages, it’s essential to use safe, structured methods to customize your website without breaking it. Here’s how to do it the right way.
Method 1: Use the Code Snippets plugin
Code Snippets is a free and highly trusted plugin that lets you add custom PHP code safely through the dashboard.
Example:
function display_welcome_message() { echo "<p>Welcome to our website!</p>"; } add_action('wp_footer', 'display_welcome_message');
This code will show a message in the footer of every page.
Benefits:
No need to edit theme files
Simple, structured interface
Enable or disable snippets at any time
Method 2: Create a custom shortcode
Shortcodes let you execute PHP logic inside posts or pages by typing a keyword in square brackets.
Example:
function current_date_shortcode() { return "Today is " . date('F j, Y'); } add_shortcode('today_date', 'current_date_shortcode');
Insert this in functions.php (preferably in a child theme), and use [today_date] in your content.
Method 3: Add PHP to functions.php (with care)
If you’re comfortable editing your theme files, you can write PHP in functions.php. Always use a child theme to avoid losing changes after an update.
This code injects a custom meta tag into your site’s header.
Where you should not place PHP code
Placing PHP code in the wrong places inside WordPress can lead to critical errors, broken pages, or security vulnerabilities. Let’s look at where you should never insert PHP.
1. Inside the page or post editor
WordPress does not process PHP inserted directly into the block or classic editor. It will either:
Show it as plain text
Or crash the visual layout
Example of what not to do:
<?php echo "Hello world"; ?>
Result: you’ll see the raw code on the page or get a rendering error.
2. In regular text widgets
Default WordPress widgets support HTML and plain text, but not PHP. Inserting PHP there won’t work.
Better alternative:
Use plugins like “PHP Code Widget” or “Code Snippets” to run PHP safely in widgets.
3. In WordPress core files
Never edit:
/wp-config.php
/wp-settings.php
any file inside /wp-includes/ or /wp-admin/
Unless you’re an expert developer, editing these files is a major risk. Updates will override changes, and a single mistake can crash your site completely (white screen of death).
4. In plugin files from other developers
Editing a plugin’s code:
Will break on updates
Can introduce bugs or conflicts
Instead, use hooks, filters, or create your own custom plugin to extend its behavior.
Where to insert PHP safely
In widgets only if PHP execution is enabled
Inside the functions.php file of a child theme
Using the Code Snippets plugin
Through custom shortcodes
Inside custom templates
Alternative plugins for inserting PHP
Besides the popular Code Snippets, there are several other safe and reliable plugins that allow you to add custom PHP code to WordPress without editing your theme files. These are great especially for non-developers.
Here are the top alternatives:
WPCode – Insert Headers and Footers + Custom Code Snippets
A powerful, flexible plugin that lets you:
Add PHP, HTML, JS, or CSS code
Control where and when code runs (site-wide, posts, pages)
While Google AdSense is a widely used tool for monetizing websites, there are times when it’s useful — or even necessary — to disable AdSense on certain pages. Whether you want to focus user attention, comply with content guidelines, or optimize performance, selectively removing ads is often a smart move.
In this article, we’ll explain how to disable AdSense on individual pages of a standard website and on WordPress, both manually and using plugins.
Why disable AdSense on specific pages
Google AdSense is a powerful monetization tool, but not every page on your website should display ads. In certain cases, keeping pages ad-free enhances user experience, maintains trust, and can even improve your overall revenue strategy. Let’s look at key reasons and examples where it makes sense to disable AdSense.
1. Landing pages with strong calls to action
If a page is designed to convert (e.g., newsletter signup, product purchase, lead capture), ads can distract visitors or drive them away before they complete the desired action.
Example: On a page like /book-a-free-demo, the presence of AdSense may reduce the number of clicks on your “Get started now” button.
2. Premium or high-value content
When you offer in-depth tutorials, white papers, or technical documentation, keeping the content ad-free can signal professionalism and trustworthiness.
Example: An article titled “Enterprise Data Security Strategies 2025” aimed at IT managers is more credible without pop-up ads for unrelated products.
3. Pages with sensitive or policy-risk topics
Some content — though perfectly legal — might fall into AdSense’s gray areas (e.g., health, contests, gambling, CBD). It’s safer to remove ads from these pages to avoid policy violations.
Example: A blog post about “how to run a legal giveaway in Europe” might get flagged by Google even if it’s compliant. Better to exclude ads entirely.
4. Contact, privacy and legal pages
Institutional pages like “Contact Us”, “Privacy Policy”, and “Terms of Service” aren’t meant to generate revenue and should be kept clean and distraction-free.
Example: Ads on a “Meet the Team” or “Legal Notice” page can feel out of place and reduce user trust.
5. Boost page speed and Core Web Vitals
AdSense scripts slow down page loading. On pages where performance is key — such as SEO landing pages or ad campaigns — removing AdSense helps improve speed and UX.
Example: On a product page used for a Google Ads campaign, it’s better to avoid AdSense entirely to maximize conversion ratesand reduce bounce.
Disabling AdSense on static HTML or PHP pages
If your site is not built with WordPress but uses HTML or PHP pages, the simplest way is to not include the AdSense script on pages where you don’t want ads.
If your script is included in a common file like header.php or directly inside <head> or <body>, you can wrap it with a PHP conditional:
<?php if ($_SERVER['REQUEST_URI'] != '/page-to-exclude.html') { include 'adsense-script.php'; } ?>
This will prevent the ad from being rendered on the specified page.
Disabling AdSense in WordPress (manually or with plugins)
If you’re using WordPress, there are several methods to remove AdSense on selected pages.
1. Manual method via theme editing
If you have added AdSense code directly into theme files (e.g., header.php, single.php, or page.php), use WordPress conditional tags:
<?php if (!is_page('about-us')) { // AdSense code here } ?>
Or by page ID:
if (!is_page(42)) { // AdSense code here }
This is best suited if you only need to exclude a few pages and are comfortable with editing PHP files.
2. Using plugins to manage ads
If you want more flexibility and a no-code solution, use a plugin such as:
Ad Inserter: lets you target or exclude ads by page ID, post type, tag, category, etc.
Advanced Ads: offers granular control including conditions based on URL, device, user roles, and more.
Example with Ad Inserter:
Install the plugin.
Create a new block with your AdSense code.
In the Display Conditions tab, set rules to exclude specific pages.
3. Disabling Google Auto Ads on specific pages
If you use Auto Ads, Google may still place ads where you don’t want them. To fix this:
Log in to your AdSense account.
Go to Ads > By site.
Select your site and click Edit next to “Auto ads”.
Scroll down and exclude specific URLs.
You can also adjust the <script> tag with attributes like data-page-url to influence where Auto Ads appear.
Free consultation with Dopstart
Need help managing AdSense on WordPress or optimizing your ad setup? Dopstart offers a free first consultationand can guide you through every step — from strategy to implementation — ensuring full control over where your ads appear.
FAQ
1. Can I disable AdSense on just one page? Yes, you can use code or a plugin to do this easily.
2. Will I lose revenue if I remove ads from some pages? Only those pages will stop generating revenue; others will continue as usual.
3. Do ad management plugins slow down my site? Not if you use lightweight and well-maintained plugins.
4. Can I hide ads only on mobile or desktop? Yes, advanced plugins allow device-specific rules.
5. Is it against AdSense policy to remove ads? No, as long as you don’t manipulate the code or encourage invalid clicks.
6. Can I limit Auto Ads on specific pages? Yes, directly from your AdSense account settings.
7. Can I show ads only to logged-out users? Yes, with WordPress conditionals or via plugin options.
8. How do I know which pages earn the most? Use Google Analytics and AdSense performance reports per page.
9. Can I run multiple AdSense accounts on one site? No, that’s a violation of Google’s policies.
10. Can Dopstart help me manage AdSense? Yes! We offer a free consultation and hands-on support for WordPress and other platforms.
Understanding your rivals is key. This article explores the importance of competitor analysis in digital marketing, outlining strategies, tools, and differences from traditional marketing. You’ll also learn how to do a competitor analysis, what it’s for, and see a practical example to guide your next move.
Let’s start by defining what competitor analysis is. It’s a strategic process of gathering, examining, and interpreting data about your direct and indirect competitors to make better business and communication decisions.
In digital marketing, this means carefully monitoring your competitors’ online activities: the channels they use, the content they publish, their SEO positioning, social media strategies, and more. The goal? Spot untapped opportunities and prepare for rising threats.
What is the purpose of competitor analysis?
What is competitor analysis for? It’s a question every business or digital marketer should ask themselves. The answer is both simple and powerful: competitor analysis helps you better understand the market you’re operating in, so you can act more strategically and with greater confidence.
Without a solid competitor analysis, your marketing efforts can feel like shots in the dark — you might invest in keywords already dominated by large players or communicate with a tone that doesn’t connect with your audience. On the other hand, when done right, competitor analysis reveals new opportunities, shows you how to refine your offer, and helps you position your brand where no one else has gone yet.
Let’s take a closer look at why competitor analysis matters and explore some real-world examples of how it can make a difference.
1. Position yourself more effectively
Competitor analysis allows you to see where you stand in your market and how you can differentiate yourself. For example, if you run a language school and find that your competitors all focus on traditional teaching methods, you could highlight your use of mobile apps and microlearning to attract a younger, more tech-savvy audience.
Example: An online artisanal coffee brand notices that most competitors focus solely on taste. It decides to stand out by emphasizing ethical sourcing and sustainability. As a result, it carves out a unique identity as “the ethical coffee,” attracting a conscious consumer base.
2. Uncover new customer needs
By monitoring your direct and indirect competitors, you can detect emerging customer interests or unmet needs.
Example: A supplement company sees a rival increasingly promoting “mental energy” supplements, not just physical energy. They dig deeper and find a growing demand for cognitive support. This insight leads them to create a new product line focused on brain health and focus.
3. Anticipate your competitors’ moves
A good competitor analysis isn’t just about understanding the present — it’s a way to predict what’s coming next. If you observe patterns like new product launches, rebranding, or sudden ad spikes, you can anticipate your competitors’ next steps and respond before they make an impact.
Example: A fashion e-commerce business sees a competitor heavily promoting second-hand and recycled clothing. It realizes sustainability is becoming a trend and quickly introduces a vintage section on its website — positioning itself as an early adopter before it becomes mainstream.
4. Improve your product or service
Competitor analysis can highlight gaps or weaknesses in your own offer — or areas where your rivals are failing — giving you an edge.
Example: A digital marketing agency notices that customers are complaining about a competitor’s poor communication and delayed reporting. In response, they develop a system that provides clients with real-time dashboards and dedicated account managers — turning a weakness in the market into a selling point.
5. Optimize your marketing strategies
Understanding which channels and messages work for your competitors allows you to refine your marketing investments — focusing on what brings the most ROI.
Example: A cosmetics brand analyzes its competitors and notices Instagram Reels outperform static posts in engagement. Meanwhile, Facebook ads have low interaction rates. Based on this, they shift their strategy to focus more on short-form video content and influencer collaborations on Instagram, while cutting Facebook ad spend.
Seeing your audience through your competitors’ eyes
In short, for an effective competitor analysis, you need to put yourself in the shoes of your audience — and look at your brand through the mirror of your competitors. What are they saying? How are they saying it? What works? What gets ignored?
This isn’t about copying — it’s about understanding and adapting. The goal of competitor analysis is not imitation, but improvement. You use it to carve out your space in the market and develop a voice and strategy that feels authentic — and powerful.
Competitor analysis in marketing vs digital marketing
It’s important to distinguish between competitor analysis in marketing vs digital marketing. In traditional marketing, analysis focuses more on offline elements like pricing, distribution, and physical presence. In digital marketing, it revolves around online visibility, web traffic, content strategies, and audience engagement.
For instance, where traditional marketing might analyze product packaging or store shelf placement, digital competitor analysis investigates SEO rankings, ad campaigns, social media performance, and content tone.
Infographic about Competitor Analysis
How is competitor analysis done?
How is competitor analysis done? It’s not a one-time task, but an ongoing, structured process. It’s essential for anyone who wants to make informed decisions, adapt to changes in the market, and stay ahead of the competition in the world of digital marketing.
Let’s go through each step in detail, with practical examples to show how you can apply these insights to your own business.
1. Identify direct and indirect competitors
The first step is understanding who your real competitors are. Direct competitors offer similar products or services to the same target audience. Indirect competitors satisfy the same need in a different way.
Example: If you run an online yoga course platform, your direct competitors are other online yoga schools. Indirect competitors could include free meditation apps, local gyms offering in-person classes, or even YouTube channels that offer free sessions.
Useful tools:
Google search (check who ranks for your industry keywords)
Google Maps (for local competitors)
Marketplaces like Amazon, Etsy, or Udemy if you sell products or courses
2. Gather data and insights
Once you’ve identified your competitors, it’s time to collect data. There are plenty of tools for this:
SEMrush or SEOZoom: for SEO analysis, keywords, and backlink profiles
SimilarWeb: to estimate traffic sources and audience geography
Google Trends: to track search interest over time
Meta Ads Library: to see current ad campaigns on Facebook and Instagram
Example: You discover that one of your key competitors drives a lot of traffic from LinkedIn, which you’ve never prioritized. That insight could lead you to test content or ads on LinkedIn — a channel you’ve overlooked.
3. Analyze published content
Content is the voice of a brand. Study what your competitors publish on their website, blog, and social media. What topics do they cover? What tone do they use? What format do they prefer — articles, videos, infographics?
Example: A real estate agency notices a competitor regularly publishes bilingual guides for foreign investors — and gets great engagement. This inspires them to create their own bilingual content to attract an international audience they hadn’t focused on before.
Look at:
Content frequency and length
Use of visuals or interactive elements
Engagement levels (comments, shares)
Quality and clarity of calls to action
4. Evaluate SEO positioning
Understanding how your competitors perform in search engines is crucial. Identify what keywords they rank for, which pages bring them the most organic traffic, and how their backlink strategy compares to yours.
Example: You run a nutrition blog and find that a competitor ranks highly for “high-protein breakfasts for athletes.” You haven’t covered this topic yet — now you know what content to develop next to attract that audience.
5. Study ad campaigns and social media engagement
Review your competitors’ ad strategies — what platforms they use, how they communicate, and what offers they promote. Also, analyze how their audience interacts with their social content: comments, likes, shares, and reviews can reveal a lot.
Example: A competitor in the fashion space launches a TikTok campaign featuring micro-influencers and gets tons of visibility. You’ve been focusing only on Facebook, so you decide to test short video content with niche creators on TikTok to explore this new channel.
6. Compare strengths and weaknesses
Finally, take a critical look at your competitors’ strengths and weaknesses — and compare them with your own. Where do they shine? Where are the gaps? What areas are you better in, and where could you improve?
Example: You notice that your competitor has a sleek website, but no transparent pricing. You can turn this into an advantage by adding clear, upfront pricing and service packages on your site — building trust and making conversions easier.
From analysis to action
If you’re wondering how to do a competitor analysis that actually works, here’s the key: you need a method, a critical mindset, and the ability to turn insights into action.
It’s not just about gathering data. For a successful competitor analysis, you have to know how to read between the lines — understand why something works, what’s missing, and how you can offer something better or different.
Only then can you truly improve your positioning, offer more value, and stay competitive in a rapidly evolving market.
Competitor analysis: a practical example
To truly understand how to do a competitor analysis, let’s look at a real-world scenario. Imagine you’re running an e-commerce store that sells natural cosmetics. You want to improve your online visibility, attract new customers, and figure out how your brand compares to the competition.
Here’s a step-by-step breakdown of how to carry out an effective competitor analysis, using the right tools and a strategic approach.
1. Identify competitors
Start by selecting three or four brands that are similar to yours. Focus on direct competitors — other online stores selling natural skincare — but don’t overlook indirect competitors, like vegan or eco-friendly brands mainly distributed through marketplaces or influencer collaborations.
How to do it:
Use Google to search for keywords like “natural skincare online”, “organic face cream”, “clean beauty e-commerce”.
Use SEOZoom or SEMrush to identify which domains rank for your target keywords.
2. SEO analysis: keywords and visibility
Next, dig into SEO data to compare your rankings with those of your competitors.
Using SEOZoom or SEMrush, you discover:
Your site ranks for around 300 keywords and gets about 1,500 monthly organic visits.
One main competitor ranks for 2,300 keywords and gets over 12,000 monthly visits.
A smaller, rising competitor ranks for only 600 keywords but is winning long-tail searches like “hydrating organic cream for sensitive skin” — terms with strong purchase intent.
This insight shows you that ranking for specific, less competitive keywords can be more effective than trying to dominate broad, high-volume terms.
3. Traffic sources and performance
With SimilarWeb, you assess where your competitors’ traffic is coming from.
You find that:
65% of your traffic comes from organic search, with 20% from social and the rest from direct or referral.
A competitor gets 35% of their traffic from Instagram, likely due to influencer campaigns or viral content.
Another brand gets strong traffic from email, showing a successful newsletter strategy.
Based on this, you realize you could boost your social strategy on Instagram and invest in email marketing to increase customer retention.
4. Content and social media analysis
Now look at the content your competitors publish, both on their websites and social platforms. Evaluate:
The tone of voice: You notice that their tone is more casual and conversational, while yours is more formal and technical.
Posting frequency: Top brands post 3–4 times a week on Instagram and update their blog at least twice a month.
Content types: Stories, reels, how-to videos, user reviews, educational content like “how to use hyaluronic acid.”
Practical example: A competitor has a weekly Monday series with seasonal beauty tips, generating high engagement. You could adapt this idea into a “Weekly Natural Skincare Routine” series tailored to your products — driving consistency and connection with your audience.
5. Engagement and audience interaction
Next, focus on engagement metrics — how their audience reacts and participates.
You observe that:
Your posts get minimal comments, while competitors regularly start conversations and Q&As.
They use Instagram Stories with polls, quizzes, and “ask me anything” boxes to increase participation.
Users tag the brand in their posts often, encouraged by reposts, giveaways, or branded hashtags.
This inspires you to strengthen your community engagement. You could introduce a branded hashtag, repost user-generated content, and invite customer feedback to build loyalty and visibility.
Final thoughts: from insight to action
This practical example of competitor analysis proves that with a structured approach and the right tools, you can gain valuable insights that directly influence your strategy.
It helps you:
Spot content and keyword opportunities
Identify areas where your brand can improve
Understand your audience’s behavior through your competitors
Inspire campaigns based on what’s already working — with your own unique twist
An ongoing, detailed competitor analysis isn’t just a benchmarking exercise — it becomes a real engine for strategic growth.
Competitor analysis: what to look for
When conducting a solid competitor analysis, it’s important to look beyond the numbers. It’s not just about how many visitors a website gets, how many followers a brand has, or how many keywords they rank for. What really matters is understanding the why behind every strategy: what’s working, why it works, who it targets, and how you can position yourself differently or more effectively.
Let’s break down the key areas to focus on during your competitor analysis, with real-life examples.
1. Target audience and value proposition
Who are your competitors speaking to? What problems are they solving? What’s their core message? By analyzing their target audience and value proposition, you can determine whether you’re addressing the same audience — and whether your message hits the mark.
Example: Two brands sell natural cosmetics. One targets eco-conscious millennials, using playful, minimalist packaging and affordable pricing. The other speaks to women over 40 who seek high-quality, premium ingredients, using elegant branding and scientific claims. Understanding this difference helps you refine your tone, offer, and visuals to avoid wasting resources targeting the wrong segment.
2. Brand tone and communication style
Tone of voice is a key element in any digital strategy. It might be friendly, formal, witty, empathetic, or technical — and it needs to be consistent and aligned with your brand’s identity.
Example: You’re analyzing a competitor in the insurance industry and notice they use a clear, simple, and reassuring tone. They use metaphors like “a safety net for life’s surprises” and a direct call to action. Your own communication, meanwhile, is too bureaucratic. This insight pushes you to explore a more human, approachable tone to build trust and clarity.
3. SEO strategy: keywords and backlinks
A major component of competitor analysis is understanding their SEO. What keywords do they rank for? What type of content helps them rank? What’s the quality and source of their backlinks?
Example: A competitor ranks highly for specific long-tail keywords like “aloe vera cleanser for oily skin”, while your blog posts are more generic. This suggests an opportunity to target more specific search intents that may lead to higher conversion rates.
You also find that they’re getting backlinks from high-authority sites like Vogue or Green Matters, likely through digital PR campaigns or guest blogging. This points you toward building a stronger outreach and backlink strategy.
4. Website UX/UI
A good-looking website isn’t enough — it also needs to be easy to navigate, fast, and conversion-friendly. During your competitor audit, review the user experience (UX) and interface (UI) of their website.
Example: You explore a competitor’s homepage and see that it has a clean layout, a clear CTA (“Start your free trial”), and smooth scrolling. Your own homepage, in comparison, is cluttered, lacks a clear CTA, and makes it hard to find product info. This gives you direction for a UI/UX redesign focused on simplicity and action.
5. Social media activity
Social media isn’t just about posting — it’s about building connection and brand personality. Look at your competitors’ posting frequency, content formats, and engagement quality.
Example: A competitor posts consistently with a mix of Instagram Reels, user testimonials, weekly themes, and polls. You, on the other hand, post irregularly with mostly static images. The difference is clear — and it tells you it’s time to rethink your content strategy, introducing dynamic formats and community interaction.
6. Online reviews and brand reputation
Reviews are the most direct feedback from real users — a goldmine of insight. Look at what customers say on Google, Trustpilot, social media, or ecommerce platforms.
Example: A competitor gets glowing reviews for fast shipping but recurring complaints about customer support. You know your support team is one of your strengths, but you haven’t showcased that in your messaging. This is a cue to leverage and highlight your strengths, while identifying areas to improve based on customer feedback in your niche.
The importance of qualitative analysis
A valuable competitor analysis blends data with critical thinking. It’s not just charts and rankings — it’s about understanding why certain strategies work, how they resonate with the audience, and where you can step in with something smarter or more meaningful.
Observation isn’t imitation. The goal is to learn, adapt, and differentiate. Your competitors can be your best teachers — if you’re willing to look deeper than just numbers.
What model to use for competitor analysis
Several frameworks can support competitor analysis. The SWOT analysis is widely used to identify Strengths, Weaknesses, Opportunities, and Threats. Porter’s Five Forces model is helpful to assess competitive pressure within your market.
So, what model to use for competitor analysis depends on your goals. For SEO, keyword comparisons work best. For branding, focus on tone, voice, and visual elements.
How to analyze competitors
Here’s a summary of how to analyze competitors:
Define your analysis goals
Choose relevant competitors
Collect strategic data
Compare performance indicators
Create a report and extract action points
With the right tools and mindset, you can anticipate your rivals’ next move and carve out a unique market position.
Competitor Analysis Checklist
Identifying competitors
I’ve identified 3–5 direct competitors
I’ve identified potential indirect competitors
I’ve checked their Google search rankings for key terms
SEO and visibility analysis
I’ve compared their ranked keywords
I’ve analyzed their estimated organic traffic
I’ve reviewed their backlink structure
I’ve spotted niche keywords I could target
Content strategy and tone of voice
I’ve reviewed blog and article topics
I’ve assessed content frequency and quality
I’ve identified their tone of communication
I’ve noted any strong calls to action
Website UX/UI
Their website is fast and mobile-optimized
Navigation is clear and intuitive
The purchase or contact flow is easy and visible
Key info is easy to find
Social media and ads
I’ve checked which social platforms they’re active on
I’ve observed their content formats (reels, stories, live, posts)
I’ve evaluated their engagement level (likes, comments, shares)
I’ve reviewed their ad campaigns via Meta Ads Library or similar tools
Online reputation
I’ve read customer reviews
I’ve identified their strengths and weaknesses from user feedback
I’ve checked for loyalty strategies (newsletters, promos, support)
What is competitor analysis? It’s the process of studying your competitors to improve your strategy.
What is the purpose of competitor analysis? To understand your market and strengthen your position.
Which tools are used for competitor analysis? SEMrush, SEOZoom, SimilarWeb, Ubersuggest, Google Trends.
How do I identify direct and indirect competitors? Direct ones sell similar products to the same audience; indirect ones solve the same need differently.
How can I do an effective competitor analysis? Define goals, collect data, analyze patterns, and take action.
What’s the difference between traditional and digital competitor analysis? Digital focuses on online performance and behavior; traditional on physical presence and pricing.
What should I analyze in competitor content? Frequency, quality, engagement, tone, and visual style.
How often should I analyze competitors? Every few months or before launching new initiatives.
Which model should I use for analysis? SWOT and Porter’s Five Forces are common and effective.
What’s the biggest benefit of competitor analysis? Discovering what works (or doesn’t) so you can improve and grow faster.
error: Content is protected !!
Gestisci Consenso
Per fornire le migliori esperienze, utilizziamo tecnologie come i cookie per memorizzare e/o accedere alle informazioni del dispositivo. Il consenso a queste tecnologie ci permetterà di elaborare dati come il comportamento di navigazione o ID unici su questo sito. Non acconsentire o ritirare il consenso può influire negativamente su alcune caratteristiche e funzioni.
Funzionale
Always active
L'archiviazione tecnica o l'accesso sono strettamente necessari al fine legittimo di consentire l'uso di un servizio specifico esplicitamente richiesto dall'abbonato o dall'utente, o al solo scopo di effettuare la trasmissione di una comunicazione su una rete di comunicazione elettronica.
Preferenze
L'archiviazione tecnica o l'accesso sono necessari per lo scopo legittimo di memorizzare le preferenze che non sono richieste dall'abbonato o dall'utente.
Statistiche
L'archiviazione tecnica o l'accesso che viene utilizzato esclusivamente per scopi statistici.L'archiviazione tecnica o l'accesso che viene utilizzato esclusivamente per scopi statistici anonimi. Senza un mandato di comparizione, una conformità volontaria da parte del vostro Fornitore di Servizi Internet, o ulteriori registrazioni da parte di terzi, le informazioni memorizzate o recuperate per questo scopo da sole non possono di solito essere utilizzate per l'identificazione.
Marketing
L'archiviazione tecnica o l'accesso sono necessari per creare profili di utenti per inviare pubblicità, o per tracciare l'utente su un sito web o su diversi siti web per scopi di marketing simili.
