Positioning and search engine optimization are terms that come up a lot online these days. Do you know what they mean?
Website optimization is editing the source code of a website in order to adjust the website to the current requirements of search engines and eliminate any technical errors. As part of optimization, the website is indexed by web robots. It is worth stressing that optimization of a website for the requirements of search engines is one but not the only element of the website positioning process. More and more often one notices interchangeable use of the notions of positioning and SEO, which is in fact incorrect. Positioning is a very broad definition, referring to Internet marketing in its broadest sense.
How do we divide website optimization?
Simply put, we can divide website optimization into three scopes of activities. The first one is a modification of the content on the website in terms of the phrases used, on which the campaigns will be conducted. The second scope of activities within optimization is introducing changes in source codes, which is aimed at improving the functioning of the website. We can put it as a technical optimization. The last scope of optimization activities are changes in the source code, which are aimed at locating key phrases in appropriate places.
Optimization of a web page is first of all optimization of its content. The basis here is the matching of the title, which should never be a matter of chance. Moreover, an important issue is the placement and correct positioning of keywords in the existing content. This is what SEO copywriting does. It is important to properly choose headings, create effective internal and external linking, as well as set up alternative text for graphic elements contained on the page.
Speaking of source code optimization, we mainly mean adjusting the website to current W3C standards, as well as separating the logical layer of document structure from the layer of its presentation. The aim of source code optimization is also to shorten the page loading time. A potential client is more likely to return to the website if it loads quickly and smoothly. When creating source code optimization, you should also remember that nowadays most users use mobile devices, so the website should be adjusted to be displayed correctly on smartphones and tablets.
What is SEF?
SEF (Search engine friendly) is a definition which is reflected in the design of websites compatible with search engines in terms of content indexing. The point is that web addresses should be clear and legible, contain keywords, and on top of that, they should facilitate moving around the website and easy navigation. According to SEF principles, a website address should be as short as possible and should lead the viewer to the most important information. SEF rules are quite complicated and assume, among others, adding robots.txt file with guidelines for indexing robots or creating a site map in XML format, which contains links to specific subpages of the website.
Is SEO ethical?
Controversy over SEO invariably swirls around the web. No wonder, because next to the most advisable activities, unethical actions are also used, e.g. with a huge accumulation of keywords not always in line with the content of the text or hiding keywords e.g. in the page background color. Such actions, although technically effective, are not ethical and arouse considerable emotions.
What is the importance of optimization and positioning of a website?
First of all, you have to remember that a website is one of millions of similar sites on the Internet, so in order for a client to find this particular one, positioning it in search engine results is essential. The more potential customers visit your website and stay on it, the higher the chance of success.
If you are interested in this topic, we invite you to audit SEO websites – to see what we can do for you.