What influences website positioning?

Added Monday, April 25, 2022 at 4 p.m.

Do you want your site to be more visible on the web? Familiarize yourself with the positioning process. Remember, the higher your site ranks in search results, the more potential customers visit it. Wondering how to improve your results on Google? Check which aspects and elements are taken into account by the algorithms that determine the display order of the pages. Learn the most important ranking factors. Find out where to find SEO help.

Effective positioning, i.e. how to improve the position of the website on Google

Positioning is a series of activities aimed at increasing the visibility of a given website in Google search results. So the whole point is that the page shows up as high as possible in the organic (organic) search results for specific keywords. Do you want to improve the position of your website in search engines? Take care of the positioning that will increase the popularity of your website.

The higher the position of a website is in Google, the more it is visible and the more Internet users visit it. Indeed, users most often click on the highest results. With effective positioning, you will reach people interested in your offer, increase traffic to your website, stay ahead of the competition and improve your sales.

You must remember that positioning a website is a long and complex process. It is not a one-time operation and good results cannot be obtained in a few days. It is a process that requires regular work on the site. Sometimes the first effects of positioning can be noticed after a few weeks, and sometimes even after several months. However, it is worth to be patient and wait for the results as they bring many benefits to the businesses.

Positioning requires technical knowledge and continuous activities. All optimization activities must be adapted to the current demands of search engine algorithms – and these are constantly changing.

What determines the position of the page in the search engine?

In fact, many factors affect a website’s position in the search engine. What should you pay special attention to? What elements of the page are evaluated by algorithms that determine the order in which pages are displayed on Google? Below are the most important ranking factors.

High quality content

For your website to rank well in search engines, it must contain valuable and unique content. Texts should be substantial, extensive and exhaust the subject. It should be remembered that the content of the website must be friendly to both users and Google’s algorithms. Write texts that meet the needs of your audience and that comply with SEO principles. Originality and uniqueness are very important for the search engine – don’t let duplicate content show up on your website.

Relevant keywords

Keywords are the queries that users most often type into a search engine to obtain information. So choose popular keywords related to your industry and business and include them in your website texts. How to find the right sentences? Tools such as Senuto will help you with this. Keywords must be included, among other things, in articles and their titles, headings, product and category descriptions or in metadata.

Text structure

Texts suitable for search engines are organized and clear. They should be divided into logical paragraphs and H1, H2, H3 headings should be used, which help define the structure of the text and allow the algorithms to understand the content hierarchy. It’s also a good idea to use bullet points, numbered lists, and bold letters. Thanks to this, the text will be easier to read and more attractive for the reader and Google robots.

Metadata

The meta title and meta description are the title and description of the page that appear in search results. They are important because they help define the topic and content of the website. It is mainly up to them if the user decides to click on a given result and go to the page. They must therefore be interesting and encourage the Internet user to click. Ideally, they should contain compelling key phrases and CTAs (calls to action).

Optimized graphics

It is worth supplementing your content on the website with visual material. Graphics and photos on the website must be described with alternative descriptions, i.e. alternative descriptions that are displayed to the user when the images for some reason cannot be loaded. These descriptions should contain keywords and inform the algorithms exactly what is on the chart.

Internal linking

Another ranking factor is internal linking. These are links that direct the user to other places on the site. Links to individual subpages of the website facilitate navigation and are useful both for the user and for search engine algorithms.

Valid URLs

Friendly URLs can make your website more visible in search engine. What should the URLs look like? Well, they should accurately describe the content of the website, contain a keyword, and be clear, readable, and as short as possible. They should not contain punctuation marks, Polish characters and numbers.

Working links and relevant redirects

It is also very important that all links on the website work properly and lead to subpages without errors or empty content. Users and search engine crawlers don’t like pages that contain a 404 error, so pages that don’t exist. So, if you delete a certain subpage, make sure you set a 301 redirect to a new correct address.

Site security

Site security also has an impact on the position of the site in the search engine. The basis here is the SSL certificate, which encrypts the transmitted data and allows you to establish secure Internet connections. A website without a certificate is considered dangerous, untrustworthy and falls into lower positions.

Reactivity

The website must be adapted to the size of each screen, and therefore to each device. The correct display of the website on mobile devices is a necessity today. Make your website responsive. It will be appreciated by the users who visit it, but also by the algorithms.

Page load speed

Did you know that your website should load in less than three seconds? Remember that no one likes to wait and waste valuable time. When a website takes too long to load, a user becomes impatient, irritated and usually leaves the page. This is noticed by algorithms that consider a given website to be non-functional and of little use. So make sure your website is working properly.

Basic Web Vitals

Google changes its algorithms frequently. One of the latest updates is Core Web Vitals. It contains three important ranking factors:
• LCP indicator, or Largest Contentful Paint – measures how fast the largest element of a website loads,
• FID indicator, i.e. First Input Deley – determines the interactivity, i.e. the time from when the user interacts with the website, until the browser reacts to this interaction, for example a click,
• CLS indicator, or Cumulative Layout Shift – assesses visual stability, ie changes during page load, such as unexpected layout changes.

Based on the above indicators, the robots assess whether the website is user-friendly. Do you want to rank well in the search engine? Think about the implementation of the SXO strategy, which consists of combining SEO activities with UX (User Experience), that is to say the experience of the user using the website.

What off-site activities are important in SEO?

However, creating high-quality content, technically optimizing the website and ensuring a positive user experience is not enough. You should also remember off-site activities, that is, those that are performed off-site. An important ranking factor is link building, i.e. creating a link profile. So take care of valuable external linksthat is, links on other websites that will direct you to your website and help you gain additional traffic. Ideally, these should be frequently visited websites with a good reputation.
You can place links to your website, for example, in business directories, social media, industry websites or on Internet forums. It is also good to take care of a Google My Business business card, which must contain all the important information about the business and be properly optimized.

How to increase the visibility of a website – summary

So, as you can see, a website’s position in the search engine is influenced by a number of factors. The website positioning process takes time, patience and skill. All activities must be carried out on an ongoing basis and consistent with current Google search engine guidelines.

Do you want to rank well in search engines, but you are not very technical? Or maybe you don’t have the time to conduct optimization activities yourself? Take advantage of professional help. WeNet, an Internet marketing agency, has extensive experience in website positioning. The specialists will ensure that your website is displayed as high as possible in the search results and attracts customers. They will adapt the activities to the needs of your business.

Through skillfully planned and implemented actions:
• you will improve the visibility of your website in search engine results,
• you will get valuable traffic to your website,
• you will exceed the competition,
• you will acquire new customers.

At the start of the cooperation, you will receive the support of a dedicated tutor who will be at your disposal all the time and will help you. Do not wait, check out the wide range of positioning services on WeNet.pl and expand your business.

Metadata:
Website Positioning: What Influences Website Position on Google?
Do you want your website to rank well in search engines? Check what you need to pay attention to. Discover the main ranking factors.

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