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Surely you’ve heard how important it is for your website to rank as high as possible in search results. Ideally, the site should be in the TOP 10, which means on the first page of responses sent by Google to a user’s query. Positioning is a process closely related to this, and as a business owner wanting to actively operate online, you should be somewhat familiar with this topic!
Website positioning is commonly referred to as SEO (short for „search engine optimization”). It’s not just a single action; rather, it’s a series of different marketing processes designed to ultimately enhance a website’s visibility so that it ranks highly in organic search results. Importantly, positioning can apply not only to online stores or websites but also to any other materials that web crawlers can browse and subsequently index.
Since nearly 98% of Internet users rely on Google for their searches, positioning focuses on achieving optimal visibility in its results.
As we mentioned, positioning is a complex activity consisting of many different processes. To plan it properly, it is essential to conduct an SEO audit (which identifies errors and assesses the level of optimization of the website) and then select keywords.
The keywords must be related to both the industry and the offerings presented on the site. Using terms unrelated to the website’s theme will result in incorrect positioning and erroneous display of the site in search results.
To optimize the content and saturate it with keywords, it often needs to be completely rebuilt, for example, rewritten, adding headings and taking care of so-called metadata. Our specialists also handle technical control, fixing any errors in the structure of the existing site. If we are creating the website from scratch, it is immediately designed with SEO activities in mind!
Before we reveal some details about our SEO activities, we’d like to familiarize you with a few terms you might encounter during positioning efforts!
Google uses carefully developed algorithms to continuously scan websites, aiming to best respond to user queries. These algorithms (and there are many) are responsible for analyzing various aspects, such as the content posted online and the presence of specific keywords, the timing of the content’s publication (more recent posts may be more relevant), and the credibility of internal linking.
Whether positioning will be local or global depends on the marketing model your company adopts. If you want your brand to be recognizable throughout the country (and maybe even the world?), you should focus on global positioning. Online stores, whose offer should reach customers regardless of their location, most often rely on it.
Local positioning is more narrow. Activities related to it are aimed at promoting the website among users from a given city or region that the entrepreneur cares about the most.
Keywords or key phrases are single or combined words that are entered into the search engine as part of queries. It is for such words that the page is positioned so that it is a valuable and best-matched answer for Google.
Search results are generally divided into two types:
