When talking to clients interested in creating a website for them, almost everyone asks about SEO during the first conversation. However, not everyone is aware of what positioning really is, what it involves, how long it can take, how much it costs, etc...

Once you have launched your own website You need to find a way to attract customers to it. No fooling, they won't come by themselves. Website positioning In the long run, it is the cheapest way to reach customers, so it is worth taking an interest in this issue, at least until paid results (read advertising) in search engines supplant organic results. However, this is unlikely to happen 😉 .

So what is positioning?

It's a series of actions, the purpose of which really should be specified together with the agency that positions the site. But the general assumption is this. You choose yourself or in cooperation with the agency certain keywords which your future customers may type (enter) when looking for services or goods you offer. Then, through activities such as technical website optimisation Internet, building valuable links to it, expansion of content (so called content marketing)... step by step you create an advantage over your competitors, the final effect of which is to make your website appear as high as possible in the search results for specific phrases. The goal is TOP3 or at least TOP10, which is the first page of search results, because in practice you will generate any meaningful traffic only if your website appears in the first ten. Further positions are just crumbs.

Top three in search results

How quickly

I may disappoint you, but the slower the better. Don't be tempted by offers like "TOP10 guarantee in 3 months". Of course, for some niche industries it is possible. Sometimes all it takes is one or two good texts and a few links to get to the top for a less competitive phrase, but in most cases, especially if we are dealing with highly competitive industries, it is not so much impossible as dangerous. If someone guarantees it and also (which I do not wish for anyone) keeps his word for more difficult phrases, he probably uses techniques in his work which may cause that after some time the website will be punished by Google and then the joy of high positions will burst like a soap bubble. Unscrewing this can prove to be very time consuming, difficult and unfortunately expensive. Any agency, even the biggest one, is not able to guarantee anything. Nobody knows exactly Google's algorithms, and all the work of positioners is based solely on experience and analytical skills to predict the development of events.

When deciding on SEO, whether on your own or through an agency, you need to be patient. If the agency works reliably, the fruits of its labour will eventually appear. You can read about what to look for when choosing an agency in the article: "How to choose an SEO agency". I invite you to read it if you want to find out what you should pay attention to when making such an important decision as entrusting SEO activities to an external company. In the meantime, let me get back to our topic, i.e. what SEO is all about.

Long tail - effective selection of phrases

An increasingly popular positioning technique. It can bring a much higher level of traffic and conversions than positioning for more general phrases, despite the fact that the latter sometimes have a few dozen times more searches per month.

Let's imagine that you have a very competitive business, which is, for example, dietetics. You specialise in one particular type of diet, e.g. cleansing, deacidifying the body and leading a client through a balanced diet, without any weird stuff like high protein diets or similar. At first glance, you might think that the perfect keyword for positioning would be "diet", or "slimming". Indeed, if someone types in such a phrase and your website is at the top of the results, you will generate quite a lot of traffic. However, the problem is that the amount of work you will have to do to get such a phrase into the top10 will be huge. You have to beat not only the diet companies, that have been on the market for years and have a lot of SEO activities behind them, but also you will have to fight with equally strong portals and blogs Many of them have very extensive content and a huge backlog of links generated over the years. Getting a site for such a word to the top10 may take many months, or even years, and it is not at all certain that you will ever succeed because your competitors are also working all the time and if they do it better and more dynamically than you, it may turn out that you will be fighting windmills while spending a lot of money. An honest agency should tell you straight up that for one phrase or another the work will be difficult, time-consuming and expensive, which is no guarantee of success anyway.

Case study

But let's assume that after a year of hard work by a competent agency, while investing considerable amounts of money in SEO activities, you managed to get on the first page of results for your dream phrase. What happens? It turns out that your traffic went up. SUPER!!! There are tens of thousands if not hundreds of thousands of searches for this phrase. So the traffic will be significant, but so what? You need to answer the question what you care about. Is it about traffic or about gaining clients. Believe me, these are not the same thing. In practice, people who type the word "diet" into a search engine will simply look for various information about it, from advice, through opinions to recipes. Do you think it will be converting traffic? The conversion will be trace, but of course with so much traffic you can probably be satisfied with it. However, if you subtract the cost of positioning the site for such a word it may turn out that it is not that much. What's more, you will have to maintain it. If after pulling such a difficult phrase you say "no more positioning, I'm in the top10", you won't stay there long. Maintaining high positions means constant costs.
Meanwhile, if you focus on more specific phrases, and it is worth mentioning that every year Internet users ask search engines more and more precise questions, it will turn out that yes, your traffic will be smaller, but more valuable, one that will convert (sell) better, and it will be less expensive and you will not have to wait for years for results.

Phrases have to meet your goals

Take the example of a more precise query e.g. "Body cleansing diet". It's not tens of thousands of searches per month, but it's still not little because it's about a thousand. However, people who type in such a phrase are already oriented towards a very specific type of diet, so it's not idle traffic, it's your potential customers, whose interesting site with good content and well-designed sales funnels can encourage them to contact you and buy. They are interested in exactly what you offer, and not the unspecified 'diet', where the intentions of people typing such a word into a search engine are varied.

I stress this once again, very strongly. The costs of positioning such a phrase will be lower, and the effectiveness from the point of view of your business will be higher. You can choose many such phrases, e.g: "toxin cleansing diet" about a hundred searches per month, "body cleansing treatment" about 70 searches per month, etc... Not many searches, but if you bundle it in a large number of these types of phrases you will find that the total traffic from the search engine will still be sizable and all the time they will be people who are looking for a particular type of diet or way to lose weight. This is the long tail. You are not positioning your website for a few high-traffic and expensive general phrases, but you are positioning your website for a number of phrases that are less powerful but more accurate in terms of your potential customers' intentions. Such balanced positioning should be based on about 20% general (difficult) phrases and about 80% precision (easier) phrases. Do you know what else will be the positive effect of such a positioning strategy? Long tail phrases will support difficult phrases, which may accelerate the time in which the latter start appearing in the top positions, and their positions will be much more stable.

The times when you used to position websites for three or five phrases are basically a thing of the past. In my opinion, these are relics of the past, which basically only spoil the market today, because many clients of agencies still think that their website can be pulled cheaply and quickly for a few highly competitive phrases. Don't be fooled by such offers. You'll only spend money and be sorely disappointed. Google has changed its algorithms so much in recent years that it is impossible to position a website effectively and permanently without having to work hard.

When choosing phrases for positioning, it is good to analyse their potential in tools such as Google's keyword planner. 

What is positioning, i.e. content, content and more content

A good SEO agency will offer you a comprehensive range of services. On the one hand, it will perform a website audit indicating the elements that need to be improved, and on the other, it will plan a strategy for developing content on the website. This element is extremely important from the point of view of positioning according to the long tail strategy, which I wrote about in the previous paragraph. Without the right amount of content, such positioning does not make much sense because it will not be effective. Google likes content-rich websites, so you can't ignore this if you want to compete with websites that have a longer history and a blog with regular updates. If you stand still, you won't win in the long run. In fact we are entering an era in which valuable texts are being fought overThe text is the most important part of the website, with texts that attract the user's attention and keep him or her on the site longer. Google sees this and carefully notes, and then on this basis assesses whether the page is interesting or not, which in turn affects its position in the search results. The agency probably employs good copywriters, who are able to write almost any text, and if the agency does not do this, but already supports you, try to take care of the texts yourself. Write if you have time or commission someone else, but systematically expand the website with good texts - you can never have too many.

Link building

Positioning is not only about optimising the website itself, not only about enriching it with content, but also about link acquisition This is also a very important aspect that needs to be looked at and, crucially, needs to be done head-on. This is also a very important aspect that needs to be looked at and, importantly, it needs to be done head on. I have already written about this in previous articles, but I will repeat it. In the past all you had to do was run some software that flooded the Internet with links to your website by posting them on forums, blogs and wherever possible. It worked brilliantly, but today it is very dangerous, which I am very happy about, because thanks to it there are less and less junk websites in search results. When building a link pool you need to pay attention to where you are acquiring them. What kind of website has a reputation and is it thematically similar to what you are positioning. If your links appear on pages of low value for Google, then these links will also have low value, and in extreme cases may even work against your site. Link growth should also be planned accordingly. The "no action" campaign is out of the question. I sit down over the weekend and acquire 1000 links. Such a rapid increase especially if the site is just starting will be a clear signal to Google that something is wrong here. This is an almost certain step towards receiving a penalty. In practice this means that the process of building links is also a lengthy one and requires considerable commitment and the appropriate knowledge and experience. If you want to do it yourself be very careful.

Summary

To answer the question in this article "What is web positioning"It is important to realise that this is a demanding process. Positioning does not happen on its own, each website has to earn high positions first of all by optimisation, valuable content and last but not least by a base of valuable links. These three pillars are the essence of what we call SEO services. Positioning is about taking conscious, business goal-oriented actions in a well-thought-out and prudent manner, but one should also be aware of the fact that it is a process based not on precise knowledge of Google search engine algorithms, but on observations and analyses, in a word on the experience of positioners and their ability to react efficiently to changes in the search engine, which will be noticed or officially announced

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