Pozycjonowanie witryn — Wszystko o podnoszeniu pozycji serwisów w Google, rodzajach, zaletach, opcjach i powodach dla których pozycjonuje się witryny

Search Engine Optimization – All about improving websites position in Google, types, advantages, options and reasons for positioning websites

Website positioning is one of the most commonly used marketing strategies, and it helps to effectively promote all brands online. Increasing a website’s ranking in Google search results, however, is a somewhat mysterious process, and many companies and brands are not quite sure what it consists of. When this happens, positioning is outsourced to agencies by brands and clients not fully aware of what SEO is, or it is not used at all to promote the brand. However, positioning is a very beneficial way of promoting a brand online and is definitely worth using. All about promoting websites to Google search engine below.

Positioning – what is it?

Website positioning is the process of adjusting and optimizing a website for Google search. Its purpose is to increase the position of the website in Google search engine under specific keywords or in specific thematic categories. Positioning is also a continuous process as well as a long-term and unpredictable one. These three elements best demonstrate the nature of SEO. Positioning is also one of the most popular and widely used digital marketing strategies. SEO in internet marketing is a qualitative, flexible and beneficial form of promotion.

Positioning can be done both independently as well as by outsourcing it to professionals such as individual specialists or marketing agencies. There are many different types of agencies on the market offering such services.

Website positioning itself consists of two parts – on-page optimization or on-site activities on the website, and off-site positioning activities outside the website. Generally there are even several hundred elements influencing the position of our website on the Internet, which are optimized and configured during the positioning process. Website positioning is also a conscious process in which we decide by ourselves in which context and under which keywords our website should be visible in Google search engine.

Why are sites being positioned?

Web positioning is done because of the nature of the Google search engine. It is designed in such a way that it evaluates websites found on the internet for a number of factors and then creates an index of websites along with ratings. When users type in a specific keyword, the search engine analyzes the index and displays the user those sites that it believes will be the best answer to the question. Google’s search engine tries to present sites that contain rich thematic content and that work quickly and efficiently and are user-friendly. Web positioning, therefore, is the adaptation of a website to the Google search engine in such a way that it is ranked highly and well by the search engine itself and displayed in the top positions in the search results.

This is especially important because Google searchers mostly use the first search results. Subsequent results have a correspondingly lower interest and a smaller number of visits to the site. So the higher you are in the Google search results, the more organic traffic you can count on, and as a result, more customers and more money.

Websites are therefore positioned in order to be as visible as possible in the search engine and as relevant to it as possible. A website created and published on its own, usually will not appear in high positions in the search engine and is not automatically adapted to the Google search engine. Optimization and positioning of a website are difficult, complex and time-consuming tasks that require a lot of attention.

Types of positioning

The first basic type of website positioning is standard – global positioning. It is the promotion of a website on the Internet under specific keywords globally. Most often these are the most popular keywords in a specific thematic category or phrases under which we want to be visible when they are typed in the Google search engine. This type of positioning gives the most profits and the highest organic traffic, but also with this type of site promotion there is the greatest competition in the category.

Local positioning is the second type of SEO that is often used on the internet. It is also positioning a website for specific keywords but only in a local search context. It means that a website positioned in such a way will be visible in Google only when a given keyword is entered into the search engine with the name of the town or city, or is searched for by a person living in a given town or region. Local positioning is designed for companies and brands that operate locally or want to reach people only from a given region. With local positioning there is much less competition and it allows you to be visible in Google search only in a local context.

Broad Positioning is an alternative type of positioning to the standard one. It is the opposite of basic SEO, as it is based on promoting a website for many phrases without favoring any of them. It is the opposite of promoting your site for only a few of the most popular keywords in a given subject, but it also has its advantages. Positioning your website this way allows you to gain a lot of organic traffic by getting a small number of hits from a large number of phrases. This type of positioning is supposed to give the same or better results than global positioning and is often used when there is a lot of competition in a given subject category and we cannot overtake leading websites in a direct fight. Broad positioning is also often implemented when positioning online stores because of wide range of products that stores have and a large number of phrases related to products found in the e-store.

Positioning is also niche and rare ways of promoting websites on the Internet. Most often these types of positioning are implemented in specific situations, when we care about reaching a specific audience, and also as complementary ways of positioning. Such ways include positioning for mobile devices or positioning for voice search. The basis of these ways of website promotion is standard positioning. However, the website is optimized for display on small screen devices or for voice search, which is carried out in a slightly different way – on the basis of long tails, i.e. phrases consisting of several words and being colloquial speech, e.g. a question.

Why it is worth positioning websites

Websites are worth positioning for several reasons. The first reason why it is worth doing is the attractive cost of acquiring a customer. According to many specialists and statistics as well as experience, funds allocated for website positioning pay for themselves best – and thus the cost of gaining a customer is the best. By allocating funds for positioning, we also invest them in a website, which will work and bring profits even after the positioning, which is impossible for example with Google Ads or Facebook Ads campaigns. Staying on the financial side, we can also allocate budgets of different amounts for positioning and do it in a flexible manner adapted to our capabilities. Positioning can be easily scaled by allocating more resources to the process and get correspondingly better results.

Website positioning is, above all, effective. Being on high positions in Google search results, we can count on considerable traffic. The Google search engine is used by the majority of Internet users and Poles, so we can get a large number of recipients regardless of industry or subject matter in which we operate.

Website positioning is also an image issue and the profits associated with it. If our brand will be on high positions in Google search engine, it will be perceived very positively and professionally. Search engine users believe in Google recommendations, suggesting them and receiving the best brands in the highest positions.

How long does it take and what affects SEO time?

A frequently asked question about SEO is how long it takes and what influences this time. In general, it is impossible to predict the length of time of positioning, because it is affected by a very large number of factors, which we also can not quite determine exactly.

The time of positioning a website is mainly affected by factors such as the condition of our website, competition in the thematic category, the budget we have, the competence of the agency positioning our website, the goal we want to achieve and the popularity of the keywords under which we position the website.

Speaking about the time of website positioning, we can give some time frames or average times of website positioning. It has to be emphasized that these are not concrete and binding information, but rather aim at showing the starting point. For the most popular thematic categories and keywords under which our website will be positioned the positioning time may be even about a year. When positioning a website under moderately popular keywords and in moderately popular thematic categories the time will vary from several months to a year. When positioning a website under the least popular keywords and in niche categories the time of positioning a website on visible positions in Google search engine is usually up to several months.