Often you hear the term search engine positioning, but what does it mean? In this post we will explain in detail what search engine positioning exactly stands for. Another term with a similar meaning is called SEO positioning.
Basically, search engine positioning means to get a position or ranking within search engines like Google for your website’s pages.
There is a popular phrase within the SEO world that says “The best place to hide a dead body is on page 2 of Google Search”. This means that if your website doesn’t rank on the 1st page of Google for your keyword, nobody will find you! To get back to search engine positioning, it’s important to optimize your pages in such a way that they will rank on the 1st page of Google.
Below we will discuss different ways how to optimize your pages in order to rank your keywords on the first page of Google.
Search Engine Positioning Methods Explained
It all starts with quality content on your pages that answers the search intent of your website visitors. Not long ago Google introduced a new algorithm called BERT which is all about this search intent. Short content we used in the past will not do the job anymore by giving you top positions. Your content should be long and in-depth, discussing all the details there’s about a subject. You should always go for longer content than your competitors on the 1st page of search engines.
Before you start writing an article, you need to do keyword research first otherwise your pages will not rank. Keywords (= main keyword, long-tails, related keywords & synonyms) you picked for a certain page should all being mentioned within your page. Also, it’s still important that your keywords are mentioned more times than is the case on your competitors’ pages. This is called keyword density.
Make sure that you optimize your meta tags (= title tag & meta description) and headings with your keywords. The best is that your title tag starts with your main keyword. Your meta description has also your main keyword plus another long-tail keyword inside. This is an important part of SEO positioning, Without adding your main keyword within the title tage, most likely you will not get a good ranking.
Besides that, you should link to inner pages on your website to give your visitors options to explore more about your website. Those inner pages receive “link juice” which can boost their rankings. Adding external links to authority websites is another good way of doing things and adds value to your page.
If there’s not much competition for your main keyword, probably you can even rank at a top spot without having any links to your page. Often this is not the case & you will need to build links to your pages!
For this you need to analyze your competition on the 1st page of Google and check how many referring domains they have in total. This will tell you how many referring domains/links you will need to beat them.
The Domain Authority (= DA) of your competitors is another thing and can tell you how difficult it will be to beat them. If they have a DA of let see below 10, there’s good possibility that you need only a few links!
It’s not only about the number of links you need, but also about the quality of the links you build. Below criteria are very important when you build links to your pages. The website you receive a link from should meet those criteria:
Domain Authority of a website you receive a link from
Trust Flow of a website
Spam Score (Moz tool)
If this website has duplicate content
Fresh Content (does this website update all the time?)
Website is responsive/mobile friendly
Do they have traffic?
Websites you get a link from are secure (HTTPS)
Page Speed of a website
Quality links meet above criteria and therefore will boost your SEO positioning with the ranks!
Technical SEO covers several important subjects explained below and has to do with the performance of your website:
Now and then you should check the speed of your website. A great tool for this is Google’s Page Speed Insights. It tells you the speed of your mobile and desktop version. More important, it also gives you suggestions how to improve your speed by fixing the issues found by Google’s tool.
Make sure your website has a sitemap set up. You can submit this to your Google Search Console account. This way Google’s crawler can find more easy all your pages in case there’s a new page on your website, a page was updated with new fresh content, etc.
Nowadays everybody uses a mobile device to look up things on the web. Desktop computers are less used. Because of this, you focus should be on Mobile First, an important Google algorithm. Your website should be responsive including images, banners, etc.. You should always do QA to see how your website looks like on different mobile & tablet devices, if conversion elements are visible or that visitors have to scroll down your pages first.
Perform a website audit, run your website through tools like Screaming Frog on a regular basis. It will give any possible website errors like missing ALT texts, duplicate meta tags, possible 404 pages, etc. Those must be fixed immediately.
Make your website secure & use a HTTPS link structure.This way your visitors feeling safe and are protected in case they make an online payment or submit personal data to your website!
We could discuss more things here which could help you getting a high search engine positioning. Above discussed methods should be a good starting point to claim a top position within the search engines.