The process of positioning websites consists of several elements. These include:
Technical audit of the website,
On-site optimization (actions within the website, e.g. content optimization),
Off-site activities (activities outside the website, e.g. link building ),
Analytics.
I will try to discuss each of the elements in more detail later in the article.
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Is positioning not the same as SEO?
For many people, the concepts of SEO and positioning are synonymous, but positioning itself is a much broader concept, encompassing a larger number of activities, such as link building or web analytics. Those interested in all the differences are encouraged to read Alina Budziak's article " SEO what is it - Optimization and Positioning of Pages ".
differences between SEO and positioning
differences between SEO and positioning
Keywords - how can users find you?
Keywords (keyword phrases), from English keyword, are words line database based on which search engine users try to find information, product, service, etc. that interests them. Keyword can consist of a different number of words, usually from one to several. This is the first element that requires some effort. Their proper selection should start every positioning process. In order for our website to rank in the results for selected keywords, we should properly consider their selection and the degree of matching to what the user can find on our website.
We distinguish several types of keywords, each of which will differ in search volume and competitiveness. The most popular division of keywords:
Branded - these include users who enter the name of our company or product brand into the search engine.
Main - one or two word queries. Usually with the highest competitiveness. Such a phrase could be e.g. shoes. A phrase with a large number of searches, but with difficult to define user expectations. Main phrases are the most difficult to position.
Long tail - long tail phrases - they are characterized by a relatively smaller number of searches, but also lower competition. An example of such a phrase could be: red platform shoes. In the case of long tail phrases, it is definitely easier to determine the user's expectations.
People who are just starting to learn how to position their website should focus solely on brand and long-tail phrases. At a later stage of positioning, you can slowly start working on more difficult phrases, provided that the easier ones are in higher positions. It is very important to match keywords to the products we offer or the information that the user can find on our website. User expectations are an equally important element. It is important whether after entering a specific phrase, the user wants to find a product, an article related to its review or, for example, an article comparing it to other products of the same type.
Beginning SEO specialists usually do not have access to paid tools. Therefore, below is a list of free plugins, programs and websites that will allow you to check the search volume of a phrase, find related phrases and check what phrases competitive websites rank for.
Surfer Keyword - free Chrome browser plugin > LINK <
Keyword Planner - a tool from Google that allows you to find the words that best match your site. In the case when no advertising campaign is active, the number of keyword searches is not accurate, but only indicates the range of searches.
Ubersuggest - a very intuitive tool that, after entering a phrase, allows you to display related keywords or use them in content marketing. The tool allows you to select many countries and languages, including Polish.
Answer The Public - A tool available in both free and paid versions. The free version has a daily query limit. We can also choose the country and language for the query.
Suggestions in Google search engine - When you type any keyword in the search box, after a moment we get several automatic suggestions. These suggestions are often excellent keywords. Also after entering and searching for a phrase at the bottom of the search engine we will find related queries.
Page elements to analyze during page analysis
