docs: initial marketing playbook content move (#1461)

create structure for marketing playbook within academy
move all of the pages without links & images (to be added separately)
create frontmatter for each page
create category files for each subsection of marketing playbook
initial formatting (more to come)
prepare cardgrid on index page

---------

Co-authored-by: davidjohnbarton <[email protected]>

Author: TC-MO

.github/styles/config/vocabularies/Docs/accept.txt

@@ -1,6 +1,5 @@
 \bApify\b(?:-\w+)?
 @apify\.com
-Actor(s)?
 SDK(s)
 [Ss]torages
 Crawlee
@@ -110,5 +109,20 @@ subwoofer
 captcha
 captchas
 deduplicating
+reindexes
+READMEs
+backlink
+backlinks
+subreddit
+subreddits
+upvote
+walkthrough
+walkthroughs
+influencers
+livestreams
+outro
+Chatbot
+Tripadvisor
+[Rr]epurpose
 
 jQuery

nginx.conf

@@ -404,6 +404,10 @@ server {
   rewrite ^/api/v2/users-monthly-usage$ /api/v2/users permanent;
   rewrite ^/api/v2/users-account-and-usage-limits$ /api/v2/users permanent;
 
+  # Actor marketing playbook addition
+
+  rewrite ^/academy/get-most-of-actors /academy/actor-marketing-playbook
+
 }
 
 # Temporarily used to route crawlee.dev to the Crawlee GitHub pages.

sources/academy/platform/get_most_of_actors/actor_basics/_category_.yaml

@@ -0,0 +1,2 @@
+label: Actor basics
+position: 2

sources/academy/platform/get_most_of_actors/actor_basics/actor_description_seo_description.md

@@ -0,0 +1,160 @@
+---
+title: Actor description & SEO description
+description: Learn about Actor description and meta description. Where to set them and best practices for both content and length.
+sidebar_position: 3
+category: apify platform
+slug: /actor-marketing-playbook/actor-basics/actor-description
+---
+
+Learn about Actor description and meta description. Where to set them and best practices for both content and length.
+
+---
+
+## What is an Actor description?
+
+First impressions are important, especially when it comes to tools. Actor descriptions are the first connection potential users have with your Actor. You can set two kinds of descriptions: _regular description_ (in Apify Store) and _SEO description_ (on Google search), along with their respective names: regular name and SEO name.
+
+:::tip
+
+You can change descriptions and names as many times as you want.
+
+:::
+
+## Regular description vs. SEO description
+
+|  | Actor description & name | SEO description & name |
+|---|---|---|
+| Name length | 40-50 characters | 40-50 characters |
+| Description length | 300 characters | 145-155 characters |
+| Visibility  | Visible on Store | Visible on Google |
+
+### Description & Actor name
+
+Actor description is what users see on the Actor's web page in Apify Store, along with the Actor's name and URL. When creating an Actor description, a “warm” visitor experience is prioritized (more on that later).
+
+![actor name & description](images/actor-description-name.png)
+
+Actor description is also present in Apify Console and across Apify Store.
+
+![actor description in store](images/actor-description-store.png)
+
+### SEO description & SEO name
+
+Actor SEO description is a tool description visible on Google. It is shorter and SEO-optimized (keywords matter here). When creating the SEO description, a “cold” visitor experience is prioritized.
+
+![seo description](images/seo_description.png)
+
+Usually the way the potential user interacts with both these descriptions goes like this: SEO first, regular description second. Is there any benefit in them being different?
+
+### Is there any benefit in the description and meta description being different?
+
+Different descriptions give you a chance to target different stages of user acquisition. And make sure the acquisition takes place.
+
+_SEO description (and SEO name)_ is targeting a “cold” potential user who knows nothing about your tool yet and just came across it on Google search. They’re searching to solve a problem or use case. The goal of the meta description is to convince that visitor to click on your tool's page among other similar search results on Google. While it's shorter, SEO description is also the space to search-engine-optimize your language to the max to attract the most matching search intent.
+
+_Description (and name)_ is targeting a “warm” potential user who is already curious about your tool. They have clicked on the tool's page and have a few seconds to understand how complex the tool is and what it can do for them. Here you can forget SEO optimization and speak directly to the user. The regular description also has a longer character limit, which means you can expand on your Actor’s features.
+
+Learn more about search intent here: [SEO](/academy/actor-marketing-playbook/promote-your-actor/seo)
+
+## Where can Actor descriptions be set?
+
+Both descriptions can be found and edited on the very right **Publication tab →  Display information.** It has to be done separately for each Actor.
+
+:::note
+
+Setting the SEO description and SEO name is optional. If not set, the description will just be duplicated.
+
+:::
+
+![changing seo name](images/changing__SEO_name.png)
+
+![changing actor name and seo name](images/changing_Actor_name_and_SEO_name.png)
+
+Actor description specifically can also be quick-edited in this pop-up on the Actor's page in Apify Console.  Open the **Actor's page**, then click on **…** in the top right corner, and choose ✎ **Edit name or description**. Then set the URL in the **Unique name** ✎ field and click **Save**.
+
+![changing actor description](images/change_Actor_description.png)
+
+## Tips and recommendations on how to write descriptions
+
+When writing a description, less is more. You only have a few seconds to capture attention and communicate what your Actor can do. To make the most of that time, follow these guidelines used by Apify (these apply to both types of descriptions):
+
+### Use variations and experiment 🔄
+
+- _SEO name vs. regular name_:
+  - name: Airbnb Scraper
+  - SEO name: Airbnb Data Scraper
+- _Keywords on the web page_:<br/>
+Include variations, e.g. Airbnb API, Airbnb data, Airbnb data scraper, Airbnb rentals, Airbnb listings
+  - No-code scraping tool to extract Airbnb data: host info, prices, dates, location, and reviews.
+  - Scrape Airbnb listings without official Airbnb API!
+- _Scraping/automation process variations_:<br/>
+Use terms, e.g. crawl, crawler, scraping tool, finder, scraper, data extraction tool, extract data, get data
+  - Scrape XYZ data, scraped data, data scraper, data crawler.
+
+### Choose how to start your sentences 📝
+
+- _Noun-first (descriptive)_:
+  - Data extraction tool to extract Airbnb data: host info, prices, dates, location, and reviews.
+- _Imperative-first (motivating)_:
+  - Try a free web scraping tool to extract Airbnb data: host info, prices, dates, location, and reviews.
+
+
+### Keep it short and SEO-focused ✂️
+
+- _Be concise and direct_: clearly state what your Actor does. Avoid unnecessary fluff and boilerplate text.
+  - ✅ Scrapes job listings from Indeed and gathers...
+  - ❌ *This Actor scrapes job listings from Indeed in order to gather...
+- _Optimize for search engines_: include popular keywords related to your Actor’s functionality that users might search for.
+  - ✅ This Indeed scraper helps you collect job data efficiently. Use the tool to gather...
+  - ❌ This tool will search through job listings on Indeed and offers you...
+
+
+### List the data your Actor works with 📝
+
+- Data extraction tool to extract Airbnb data: host info, prices, dates, location, and reviews.
+- Get hashtags, usernames, mentions, URLs, comments, images, likes, locations without the official Instagram API.
+
+### Use keywords or the language of the target website 🗣️
+
+- Extract data from hundreds of Airbnb home rentals in seconds.
+- Extract data from chosen tik-toks. Just add a TikTok URL and get TikTok video and profile data: URLs, numbers of shares, followers, hashtags, hearts, video, and music metadata.
+- Scrape Booking with this hotels scraper and get data about accommodation on Booking.com.
+
+### Highlight your strong suits 🌟
+
+- Ease of use, no coding, user-friendly:
+  - Easy scraping tool to extract Airbnb data.
+- Fast and scalable:
+  - Scrape whole cities or extract data from hundreds of Airbnb rentals in seconds.
+- Free (only if the trial run can cover $5 free credits):
+  - Try a free scraping tool to extract Airbnb data: host info, prices, dates, location, and reviews.
+  - Extract host information, locations, availability, stars, reviews, images, and host/guest details for free.
+- Available platform features (various formats, API, integrations, scheduling):
+  - Export scraped data in formats like HTML, JSON, and Excel.
+- Additional tips:
+  - Avoid ending lists with etc.
+  - Consider adding relevant emojis for visual appeal.
+
+### Break it down 🔠
+
+Descriptions typically fit into 2-3 sentences. Don't try to jam everything into one.
+
+Examples:
+
+1. Scrape whole cities or extract data from hundreds of Airbnb rentals in seconds.
+1. Extract host information, addresses, locations, prices, availability, stars, reviews, images, and host/guest details.
+1. Export scraped data, run the scraper via API, schedule and monitor runs, or integrate with other tools.
+
+## FAQ
+<!-- markdownlint-disable MD001 -->
+#### Can the Actor's meta description and description be the same?
+
+Yes, they can, as long as they have the same (shorter) length (under 150 characters). But they can also be different - there's no harm in that.
+
+#### How different can description and meta description be?
+
+They can be vastly different and target different angles of your Actor. You can experiment by setting up different SEO descriptions for a period of time and seeing if the click-through rate rises.
+
+#### I set a custom SEO description but Google doesn't show it
+
+Sometimes Google picks up a part of the README as the SEO description. It's heavily dependent on the search query. Sometimes what you see on Google might look differently compared to how you set the SEO description. It's all a part of how Google customizes search results.

sources/academy/platform/get_most_of_actors/actor_basics/actors-and-emojis.md

@@ -0,0 +1,31 @@
+---
+title: Actors & emojis
+description: Discover how emojis can boost your Actors by grabbing attention, simplifying navigation, and enhancing clarity. Improve user experience and engagement on Apify Store.
+sidebar_position: 5
+category: apify platform
+slug: /actor-marketing-playbook/actor-basics/actors-and-emojis
+---
+
+Using emojis in Actors is a science on its own. Learn how emojis enhance the user experience in Actors by grabbing attention, simplifying navigation, and making information clearer.
+
+## On the use of emojis in Actors
+
+We started using emojis in Actors for several reasons. First, tech today often uses emojis to make things look more user-friendly. Second, people don’t read as much as we’d like. You only have a few seconds to grab their attention, and text alone can feel overwhelming. Third, we don’t have many opportunities or space to explain things about Actors, and we want to avoid users needing to open extra tabs or pages. Clarity should come instantly, so we turned to emojis.
+
+When evaluating a new tool, those first 5 seconds are critical. That’s why we use emojis extensively with our Actors. They’re part of the Actor SEO title and description to help the tool stand out in Google search results, although Google doesn't always display them. In READMEs, they serve as shortcuts to different sections and help users quickly understand the type of data they’ll get. In complex input schemas, we rely on emojis to guide users and help them navigate the tool more efficiently.
+
+## Emoji science
+
+Believe it or not, there’s a science to emoji usage. When we use emojis in Actors and related content, we tap into the brain's iconic and working memory. Iconic memory holds information for less than a second - this is unconscious processing, where attributes like color, size, and location are instantly recognized. This part is where emojis guide the person's attention in the sea of text. They signify that something important is here. Emojis help with that immediate first impression and create a sense of clarity.
+
+After that, the brain shifts to working memory, where it combines information into visual chunks. Since we can only hold about 3-4 chunks at once, emojis help reinforce key points, thus reducing cognitive load. Consistent emoji use across the Actor ecosystem ensures users can quickly connect information without getting overwhelmed.
+
+As an example of this whole process, first, the user notices the emojis used in the field titles (pre-attentive processing). They learn to associate the emojis with those titles (attentive processing). Later, when they encounter the same emojis in a README section, they’ll make the connection, making it easier to navigate without drowning in a sea of text.
+
+## Caveats to emojis
+
+1. Don't overuse them, and don’t rely on emojis for critical information. Emojis should support the text, not replace key explanations or instructions. They're a crutch for concise copywriting, not a universal solution.
+2. Use them consistently. Choose one and stick with it across all content: descriptions, parts of input schema, mentions in README, blog posts, etc.
+3. Some emojis have multiple meanings, so choose the safest one. It could be general internet knowledge or cultural differences, so make sure the ones you choose won’t confuse or offend users in other markets.
+4. Some emojis don’t render well on Windows or older devices. Try to choose ones that display correctly on Mac, Windows, and mobile platforms. Besides, emoji-heavy content can be harder for screen readers and accessibility tools to interpret. Make sure the information is still clear without the emojis.
+5. It's okay not to use them.