SEO

What is website positioning?

Website positioning is a complex, lengthy process, the main objective of which is to increase the visibility of a website in Google search engine. It leads to a site gaining as much organic traffic as possible, resulting from searches for specific keywords for which it is optimised. This is possible by implementing a variety of practices, including the most important one: SEO optimisation.

SEO optimisation - the way to a visible and search engine friendly website

Search Engine Optimisation (SEO), or search engine optimisation, is the activity that allows the source code of a website to be adapted to their requirements. SEO optimisation is related to work on a specific website, such as optimising meta tags, improving internal linking or completing missing alternative texts for graphics. The processes carried out lead to the elimination of technical errors occurring on the website that make it difficult for it to achieve high search engine positions, e.g. by causing indexing or duplication problems.

What are the advantages of website positioning?

Website positioning brings a lot of benefits — especially for online store owners, but also for service providers. Are you one of them and find yourself wondering exactly what advantages SEO and search engine optimisation brings?

By introducing this type of action:

• you will increase the visibility of your website with valuable web traffic;
• you will acquire new e-shop users and customers;
• you will increase your online sales and thus your profits;
• you will gain better recognition of your brand.

What is the process of positioning a website in Google search?

Website positioning begins with a thorough analysis of the website in question (SEO audit) in terms of its current visibility in search results compared to the competition. This is crucial, so that a proper SEO strategy can be put in place to increase the visibility of the site. It is very important to choose the right phrases (keywords) for which you want your website to appear in Google searches. The next step is to position the site in Google using SEO optimisation.

Search engine optimisation for Google takes place on two levels: on-site and off-site. The first of these, on-site, involves optimising the valuable content published on the site and the optimised site code itself, but also introducing measures aimed at User Experience (UX) to create a site that is intuitive for the user. The second, off-site, is the effort to acquire valuable backlinks that redirect to our site (backlinks from content marketing, online forums or thematic backlinks). All of these practices have an impact on the positioning of pages in Google and, when combined, they produce great results.

SEO audit

Auditing is the foundation of search engine marketing activities. A complete analysis will work well for both established and emerging sites. The applications prepared by the specialists will help you to improve your website's visibility on Google, thus increasing sales and growing your business!

You can also treat a professional SEO audit as a manual with valuable tips explaining what to improve, what more to implement, what key phrases to use and what to work on to increase your website's visibility in Google search, which is particularly desirable for online shops.

What does an SEO audit include?

SEO specialists consider the following elements, given in a clear and graphically attractive - and understandable - form:

• Current position of the website in Google search
• Title and meta description
• H1, H2 headings and on-page graphics
• URLs, redirects, mobile and loading times
• Key words
• Content uniqueness
• Communication with Google robots

Our specialists additionally determine the severity of each problem on a scale of 1 to 3 and assign the solution to the appropriate department. This will give you an idea of who should take care of it - the SEO specialists or perhaps the development department.

SXO - Search Experience Optimisation

SXO is a combination of two areas of marketing activities: SEO (Search Engine Optimisation) and UX (User Experience). Traditional SEO focuses on optimising a website for the algorithms of popular search engines. However, in SXO, it is the "X" that matters most! At the centre of this innovative service is not Google's robot, but the user - his or her purchase intention, the feeling resulting from interacting with your website. Our task is to provide them with the best possible experience on the way to closing the transaction.

This way, we gain organic traffic from Google searches to your website, but we also take care of the user experience so that their visits are very likely to result in a purchase.

Learning from the SXO audit and implementing the improvements suggested in it is not only about improving your position in Google search results. Understanding the user experience, optimising the conversion path and developing a friendly sitemap is a win-win. SXO's goal is to make your website functional and valuable to the user, but also to help you grow your business.

Positioning of online shops

Based on our extensive experience in online shop positioning - we have developed a set of comprehensive measures to help us achieve success in this field.

These include:

As part of the first month of activity with the new project, we carry out a comprehensive SEO audit.
We perform so-called "budget crawl" optimisation - to ensure that Google bots only visit and index sub-pages that are valuable to your potential customers and the search engine.

By doing what we do, your brand will be better remembered by potential customers.
Select keywords in line with search intent - users typing similar search phrases into a search engine can expect different types/types of search results.
We make sure that users end up on the most relevant subpage on your shop.

Performance content

We create content that is set on a specific outcome, or more specifically, towards the client's objectives. This is primarily to improve visibility in search results.

Among them are:

• descriptions of categories, products, services,
• guidance, expert and informative articles (as part of the company blog),
• sponsored articles (content for external publications),
• content recycling, i.e. optimisation of existing descriptions, articles, etc.

We ensure that the links we acquire are search engine accessible and thematically related to your online shop.
We base the link building process on current data.

Our greatest love is data, so we analyse and monitor the latest search engine updates and track the effects of our activities.

We will analyse changes in the search engine algorithm (direct answers).
We will carefully analyse the trends and most interesting topics in your industry.
We will periodically monitor the activities of your competitors.

Local positioning

Appear where the user is most likely to visit you - i.e. near them. Local positioning will make your services visible based on the user's location, or phrases related to a specific location.

What is local (regional) positioning?

Regional positioning is a set of on-site and off-site activities undertaken to increase your website's visibility in local search results - that is, those displayed in response to a set of phrases related to your location. Local SEO can refer to the region in which your business operates, but also to a specific town or even district.
Local positioning improves a site's visibility in organic results. However, it is also worth highlighting the brand in the interjected results, using a pin on Google Maps and the Google My Business business card.

How does local positioning work? Geolocalisation and geolocation queries

You can search locally by means of geolocalisation queries, i.e. queries that contain key phrases that indicate the search area, e.g. hairdresser . However, it is worth knowing that regional search also takes into account the current, actual position of the internet user.

What does this mean in practice? For the phrase 'tattoo parlour', Google will first suggest you to use the services of nearby artists. Even if you do not own a GPS device or allow location data. How is that possible?

Before selecting search results, Google estimates the user's location based on the geolocalisation of the IP address from which the query originated. What's more, it takes into account your search history and the places you have visited and rated on Google Maps.
This is why local search results are matched to the user's location, even if the user has not entered a specific location in the search term.

Why is it important to be visible for local phrases? Advantages of local SEO

One of the biggest advantages of local positioning is the additional visibility. Multiple key phrases increase the chance of your website gaining prominence on the additional Google map, as well as on the business card listings of local businesses.

What other benefits can regional SEO bring to your business? By using local SEO:

• You capture the attention of potential customers without spending a great deal of money. No need to smash your favourite piggy bank! Local positioning does not require an impressive budget.
• You nurture your brand's visibility among consumers in the final stage of the purchase funnel. You increase the chances of expanding your regular audience. Just like guests who, having tasted your mother's famous sweet pecan pie, drop in every Christmas, loyal customers are eager to return for their favourite goods.
• You increase the number of stationary customers, which has a positive impact on the conversion rate and builds local brand awareness.
• You encourage visitors to visit your brick-and-mortar location. If you don't position yourself locally, it's possible that they won't find your business. You increase the chances of global brand awareness.
• You are competing against fewer competitors. By focusing your activities on the local market, you mainly face other local players. (Although let's face it, even a world-renowned chef couldn't beat the success of momma's pie, let alone your neighbour!)

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Relevant issues in local SEO

As with global SEO, increasing a website's visibility in organic search results requires the implementation of on- and off-site activities. In local SEO, the data shown on the Google My Business business card and the consumer reviews we can obtain through it are also extremely important. Let's look at this in a little more detail.

Firstly, proper optimisation of the website

If your business already has a corporate domain name, the next step is to optimise the site in terms of the presented content. From the point of view of local positioning, the key texts are the texts in which:

• phrases relating to the type and location of the business were used, e.g. 'veterinarian ';
• address and contact details of the company appear;
• visual optimisation rules have been implemented (texts have distinctive headings, are clear and pleasant to read);
• internal linking appears;
• included interesting information (this is where effective content marketing comes to the rescue).

Selecting local key phrases is not everything! Think about including a clear Google map of the company's location on the website.

It is also worth remembering to complete the structural data. This will give the search engine a better understanding of the site's content and support your local positioning efforts. What's more, on-site activities should include fine-tuning the site from a technical perspective, including for mobile devices.

Secondly, sourcing links from local sites

The other side of the coin is off-site activities, which relate to external optimisation of the site. When we take into account local issues, the following are key:

• links from regional websites that will lead directly to your website (regional news services, local newspaper websites, government departments' portals are perfect for this role)
• business cards of your business profile with contact details, placed in special company directories;
• positive feedback from users in the form of comments on Google or on social media;
• interesting and useful content that is published on local and industry forums and relates to your website.

There are many places online where you can effectively promote your local business, even with a small budget. We will help you choose ones that will make you more visible and that will also catch the attention of a potential customer.

Google My Business Card

In order for coordinated SEO efforts to make sense and for your offer to become visible in the local market, it is essential to take care of your Google My Business business card. It is what will make your business appear on Google maps and be included in local search results.

The Google My Business card contains the most important information about your business:

• trade name,
• industry,
• company address,
• contact phone number,
• brief description,
• website link
• and opening hours.

Compatible and up-to-date contact details are essential for your potential customers to find you. A Google account is required to set up a profile. The service is free of charge and the set-up process is extremely simple.

What's more, through your Google My Business card, your audience can share feedback on the services you provide or the products you offer. A positive consumer response means a greater chance of acquiring a new customer.