Websites positioning is all the activities that leads to increasing the visibility of a website in search engines. In this article, you will learn not only what is website positioning, but you will also find d out about the basic factors that affect the position of a website in search engines.
The concept of website positioning is used (wrongly) interchangeably with the term of website optimization SEO (search engine optimization). The exact definition of SEO can be found in the article: what is SEO and how it works.
Positioning, as the name suggests, aims to achieve the best position in search results. On the other hand, optimization is about improving the website in order to increase the number of visits. It is true that both optimization and positioning, should lead to increasing traffic on the website. However, SEO is only one of the ways to position your website. What else can position your pages? For example, by paid search. When using Adwords, you pay to see your site high in search results.
The appearance of a website on the first page of the SERP (search engine result propositions) ensures many visitors. Thanks to this, domain owners who offer goods or services on their websites, can expect a large turnover. These turnover or profit is the main goal of positioning.
What is SEO and the buyer’s journey
Before the final conversion, i.e. sales, a person visiting an online store often goes through a long process, called the buyer’s journey. The journey is most often presented in the form of the so-called a sales funnel, containing five elements. At the top of the funnel, at the widest point, reflecting the highest number of users, is awareness stage. The consumer then goes through interest, consideration and action, such as buying. The final stage is loyalty, i.e. customer retention.
The aim of website optimization is to make it as easy as possible for the potential consumer, to go through the buyer’s journey. Therefore, different content applies to each stage of the sales funnel. You can say that each part of the funnel requires different tools and a different optimization method.
What is website positioning, elements of the sales funnel
Awareness. Doing business is often referred to as solving other people’s problems. The potential client is usually aware of his/her “problem” and tries to find a solution. It can be, for example, a broken tap at home or a broken car. The user sees that something is wrong, but cannot repair it by himself.
The second stage is interest. In search of a solution to his problem, the client considers various options and finally comes to your offer. At this point, the potential customer checks whether the service you offer will satisfy his need, i.e. solve his problem. Your job is to do show the best of you. The client also tries to find out more about the brand itself. Looking for opinions and reviews from other users.
Now comes the consideration. The customer is seriously considering the purchase. This stage is also known as desire. The potential consumer already knows perfectly well what the problem is, and has also found a possible solution. Time to make the final purchase deduction. At this point, it is worth providing additional marketing materials to the user.
The action stage does not need much explanation. The user performs an action that is important to the organizer of the content marketing campaign. It can be a purchase, registration or subscription described above. For some campaigns, this could be the last stage. However, the vast majority of users are carried on.
Loyalty, or customer retention, is about building a permanent relationship with the product buyer or subscriber. Sending up-to-date information on the products that the customer is interested, might keep the state of activity. Thanks to this, we can expect that the customer will make another purchase in the future.
What is website positioning, common problems
We optimize the website on page and off page. One of the main elements of effective on-page optimization is proper navigation. Unfortunately, not every site can boast of it. It often happens that the user cannot find what he was looking for. In such a situation, he will most likely feel frustrated and let the website go. However, the problem with navigation can be solved relatively easily
Another common reason for leaving the checkout page is a problem with the checkout process. Completing the transaction on the site must be as quick and easy as possible, otherwise there is a high risk that the user will leave the site before completing the payment process.
Users also need to know why it is in their best interest to make a purchase or other type of conversion on your website. If the information is unclear and difficult to understand, the chance for the conversion decreases. People are getting busier these days, and they don’t have the patience for that. The website should work fast and seamlessly on any device.
Website layout and A / B tests
The visual aspect plays a very important role in the process of positioning or optimizing a website. The graphic design is an integral part of the website and has a great influence on the position of the website in search engines. Graphic elements placed on the website determine how users use the website and interact with the content posted on it. What is website positioning another way?
The A / B test consists of creating two variants of the same page, usually only one element on the page, and observing the reactions of users. For example, we temporarily change the color of the call-to-action button and observe changes in the page statistics. In this way, we will find out, for example, what color or font type has a positive or negative effect on the conversion level. The A / B test is performed on many elements of the page, while in one test only one element changes.
Different variants of the landing page are also tested, i.e. the page that users visit after clicking the call-to-action button. In this case, you can also measure changes to individual page elements, or variants of two completely different pages.
Read this article in Polish: Co to jest pozycjonowanie stron internetowych.