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Website positioning is primarily about increasing the visibility of a website in search results for a given key phrase. Thanks to this, a user who types in a keyword in Google will receive, among other things, the positioned website in the results. This increases the visibility of the website on the internet, which can lead to an influx of new customers.
SEO consists of several factors. There are on-site activities, i.e. those performed on the website, and off-site, i.e. off-page activities.
- Optimisation of all website elements,
- Establishing a backlink base, or so-called link building,
- Development of texts and other content for the website and its regular updating,
- Search for keywords that match the content.
And all this in combination with systematicity, because positioning is not a one-off action, but a process. It brings results, but the neglect of certain actions or even the appearance of competition can cause the position of a page to drop.
Content is key
Content is the king. You have certainly heard this phrase more than once. You may be wondering why content is actually king and what is content all about?
When it comes to SEO, the content that is on the website matters. If there is too little of it, positioning will be very difficult. Google promotes sites that are useful to the viewer and contain content that is attractive to them. In addition, if there is more text on the page, it is easier for Google's robots to determine the industry in which you operate and to match your website to the appropriate category.
So you already know that content is what we call website content (although not exclusively, but for the purposes of the SEO topic we will only address this). So how do they specifically support SEO? First of all, they contain keywords by which potential customers can search for information. However, for content to actually help SEO, there should be enough of it on the page. Therefore, a typical business card page that only contains an offer may be lower in the search results than a competing website with a regularly maintained blog.
So what should be good content to support SEO?
- Sufficiently long - so that key phrases can be included without feeling artificial or forced,
- Enriched with phrases, not only main phrases, but also so-called long tail phrases, i.e. phrases that consist of several words and specify the user's intention,
- Regularly published - this is where a blog with regular new posts is perfect.
Updates to a page are a sign to Google that a site is 'alive'. In addition, robots look at a site where there is still something going on, so a site that is not updated drops in ranking.
Link building - does it still work
Link building is a process that supports positioning. It involves building the link profile of a website. Links should be obtained from valuable sources - there may be fewer, but better quality links. When there are too many, but from untrusted sources, it can bring more problems than benefits. Link bulding is all about external linking, i.e. redirects leading from other sites to the positioned page. These have two advantages. Firstly, they bring potential customers to the site, and secondly, they contribute to an increase in search rankings.
Internal links, i.e. links directing to other subpages within the website, also have a certain impact on positioning, but much less than external links. It is worthwhile, however, to maintain a good link structure within the site, as this makes navigation easier for the user.
Where can links be sourced from?
- Directories - this is now being abandoned, but it is still possible to add links in industry-specific directories together with a description of the company's activities and its address details,
- Comments on blogs, forums - most often these are nofollow links, i.e. they are not taken into account in assessing the linked site; their main purpose is to increase the number of visitors to the site,
- Social media - links published on Facebook or Instagram have no impact on SEO, but they do help to gain traffic to the website,
- Sponsored articles - this is the most effective form of external linking, it helps to increase the number of people interested in your services and also has a positive impact on your website's position in search results. The link should come from a good quality and popular site to be of value.
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Details are key
Positioning is also influenced by details. Search engine position can be improved, for example, by using the meta title and meta description parameters appropriately. Title is one of the basic HTML tags that specifies the name of the page. What is entered here does not appear anywhere on the page, but is visible in the search results. On the one hand, it provides an incentive to click on the link, and on the other, it increases the visibility of the page.
The title should contain the name of the company, the most important keyword, and be concise. The title is also supposed to define the content of the page, so it is not worth putting the same phrases into the description of each sub-page. The SEO process is also aided by plug-ins. They will not do everything, but they will allow you to enter the most important keyword phrases or optimise the meta title and meta description. They will also suggest how many characters should be included in the content or how many keywords will achieve the best results.
SEO is also affected by the server and its type. There are several available, including shared, dedicated, VPS, cloud server. For SEO, website parameters such as loading speed and server response time are important, and hosting is responsible for this.
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