Positioning is a series of well-thought-out and planned actions whose aim is to shape the offer and the image of the product, brand, or company. Through efforts connected with positioning, a picture of a product, brand, or company is created among buyers.
The term positioning in e-marketing refers primarily to website positioning, i.e., all actions aimed at promoting a website so that it occupies the highest possible position in search results for specific keywords and phrases. Activities performed as part of website positioning should be well thought out and consistent.
So What Should You Do To Be High On Google Search Ranking?
The process of positioning starts with an analysis of the strengths and weaknesses of the product, brand, or company. It is impossible to reach a high position in Google search results without knowing what puts you at an advantage or disadvantage compared to other websites.
1. Find Your Target Audience
It is worth remembering that you do it for a specific purpose when you set up a website. A company website on the web should serve something.
First, of course, it is your company’s showcase. However, its task – in addition to building an image – should also be to sell the services or products you offer.
Therefore, at the very beginning of creating a website – or better yet, even earlier – when you are setting up your business, you should determine the target group of customers to whom your offer will be addressed.
If you know who is likely to become a customer of your company, you will find the answer to how a website should be made and what content it should contain.
2. Decide On an Offer
The positioning also means determining what your company offers. Think carefully of how your products or services differ from their competition’s and which distinctive qualities may be highlighted.
There should be certain features of the offer that will not leave competitors indifferent, and that can capture attention in the prevailing situation on the market.
What are they? Is there something unique about them, an exceptional value – quality, characteristics, or other?
Be clear as to what makes you stand out from the rest of your competitors. Hence, you will succeed at positioning yourself if you manage to create a specific image of your product/company/service based on its distinguishing features between other similar ones and consumers’ needs.
3. Determine Your Competitive Advantage
If you have just started a new business, you will find it difficult to mention your offer’s value compared to competitors. You should then consider the competitive advantage provided by your company’s specific position in the market.
Competitive advantage can be determined by specifics of production technology, products’ characteristics, geographical location, price policy, or anything else that provides you with an opportunity to meet customers’ demands better than your competitors.
4. Plan Your Positioning Strategy and Implementation
The next stage in positioning yourself is planning how specifically you should use all available advantages at hand – whether online or offline – to reach consumers through marketing activities conducted as part of a website positioning strategy implemented for a certain period.
These activities should be consistent, and the final positioning strategy should provide a comprehensive image of your business, which you can always use in all activities conducted about it and in any communication with customers.
5. Use Inherent Advantages
Websites positioning on the Internet is quite different from placing in traditional media. Therefore, at this stage, you have to focus not only on improving your website but also on taking advantage of so-called inherent advantages of the web as a medium for advertising and promotion, such as interactivity or its specificity of use (no need to leave one’s home to do shopping).
6. Take Advantage Of Existing Media Resources And Users’ Feedback
When creating a company website, it is worth remembering that users are our allies. We should therefore strive for their participation in improving search engine positions or product placement regardless of whether they are customers or not. The more content we elicit from customers through interactive contact with them – comments, suggestions, and criticism – the better our chances of placing highly in search engine rankings.
Therefore, we should monitor users’ feedback carefully to adjust not only the content but also the design and user-friendliness of our website regularly according to the best contemporary practices.
7. Keep Track Of Competitors’ Activities
Finally, when it comes to positioning a new business or designing a company’s website for an existing one on the market, we should not forget about the competition. We must keep a close watch on their marketing activities so they do not gain an advantage at our expense (e.g., through changes in target groups or expansion of production). This way, we can make timely adjustments to any imbalances that may arise while keeping up with competitors.
8. Promote Company Products And Services In The Media
One of the most common ways to promote your company’s products and services is by making media announcements, marking special events (e.g., anniversary), or changes in assortment (new product releases). You can also take advantage of direct mailing by sending free samples to target groups – families with two children aged 5-10 years, households consisting of parents with high incomes, etc.).
9. Provide Customers With All Necessary Information About Your Business
Furthermore, web design requires that we provide customers with a catalog of our products and any further information that will help them make their choice quickly and easily – from the detailed description and price policy to contact details and opening hours. This way, we will enhance our position among potential buyers and increase the value of a company’s product or service for current customers.
10. Create Trust And Credibility For Your Company
One of the most critical factors that define consumers’ perceptions about goods and services is the trustworthiness of a business brand. Therefore, web design requires that you put measures to build strong relationships with customers and earn their trust to make them reliable partners on any stage of positioning – from new customer acquisition to product placement via the search engine optimization process.
11. Be Ready To Say Thanks To Your Customers
Customers are our best allies when it comes to successful new products positioning, which increases profits and enables us to expand target groups and increase sales volume. This way, we can show our appreciation not only by positive comments in the media but also by carefully chosen gifts (e.g., coffee mugs) or free samples of products for loyal customers.
12. Adopt Innovative Marketing Strategies And Tactics
When marketing a product or service to consumers, we have to be innovative to create attractive offers to convince potential consumers that our company is worth their trust. One of the most effective ways of doing this is adopting a new business web design regularly according to contemporary practices – e.g., introducing new colors or types of fonts, creating an original logo, and consistently renewing the content on websites.
In addition, you should contact interested parties via social media or advertising in the media to let them know about new products and services that have been released.
13. Promote Your Business On The Internet And Offline
When promoting your company’s goods and services, you must consider both offline and online channels because they each have their advantages for the successful positioning of products. E.g., higher visibility via advertisements presented on TV screens or signs hung up in public places compared with lower costs for promotion through social media sites.
Thus, a good web design for a business requires a flexible approach according to their actual needs to ensure long-term success and profitability.
14. Use Video Marketing In Your Business
Since it’s been proven that video marketing is one of the most effective strategies for attracting new customers and enhancing their engagement, web design requires that you use this approach when promoting your company products and services to target groups through channels such as YouTube or Vimeo. For example, if you are a fashion clothing store, you can shoot videos of models wearing your dresses and post them on paid advertising spaces to increase customer loyalty.
15. Maintain A Clear And Visible Website Design Structure
No matter what type of goods or service we offer consumers via our websites, they should be easily accessible – e.g., by using clear navigation bars with links to pages listing products from various categories (e.g., clothing, electronics, etc.) to allow users easily find them and order goods that will subsequently be shipped directly to their addresses. This way, we will keep buyers well informed about changes on our websites and establish trust among consumers who are willing to purchase products from us.
16. Use Social Media To Your Advantage
Social media channels have become very popular not only because they enable small companies like ours to promote their brand but also because they can expand target groups and encourage potential customers to act under its goals. Thus, a good web design process should include active participation in social media marketing campaigns (e.g., via Facebook or Twitter) due to their ability to effectively promoting brands online at little cost compared to traditional methods (e.g., via billboards or posters).
17. Improve Your SEO Ranking In Search Engines
Even if we develop a web design with attractive graphics and original content, it is less likely that our business will be successful unless we make sure that potential customers can easily find us on the Internet. To ensure this, we must invest in SEO techniques such as using SEO-friendly website templates, adapting keywords to pages for high search engine rankings, and so forth. This way, we can ensure that visitors to our websites do not have problems finding the information they are looking for and ordering products afterward.
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18. Secure The Data You Store Online And Offline
Since the security of customers’ private data is crucial in today’s online environment when consumers can efficiently publicly provide information about themselves and their preferences, it’s vital for us to secure systems that store data on clients or potential buyers. For example, we can use online security encryption tools which are effective in protecting websites from cyberattacks, such as SQL injection or Cross-site scripting, which can result in database theft (e.g., names, addresses), leaks of private emails to third parties, or unauthorized access to backend website code owner.
19. Stand Out From The Competition
The best way for you to stand out from the competition is by offering customers something unique and different – e.g., a “live chat” support feature provided 24 hours per day, unlike other web design companies who provide similar services only during regular workdays; more flexible shipping costs and ways of delivering goods to customers (e.g., free delivery) or a range of extended warranty policies in case customer’s product gets damaged by natural disasters or unexpected incidents.
20. Determine Your Business Niche
When we set up our business, the first step is determining what kind of business niche we should specialize in. In other words, small companies like ours need to be more specific about the type of products or services they offer consumers online to differentiate us from similar businesses that also target the same consumer group. For example, suppose your company develops educational software for children. In that case, you can determine your web design approach by specializing in games designed for toddlers or teenagers based on their age groups.
What Should I Do After Optimization Is done?
You have a great website that optimized for keywords that perfectly describe the products or services your company sells. You have laid the foundation for further activities. Optimization is the first part of the answer to the question: how to position a website. You are prepared to constantly add new content in various forms that are attractive to customers.
The question is, what next? You have worked hard – is that all?
Unfortunately, no. Even the best-optimized website will not rank in Google’s top search results on its own. It would be best if you still had links leading from external sites to your website. Without tips on linking your website, your knowledge of how to rank a website will be incomplete. It would help if you focused on building links from sites that already rank well.
I will show you how to get high-quality links from high-site ranking web pages. This routine is very effective and can be used in conjunction with SEO techniques for a long time. You do not have to wait until your website appears in the top results in search engines.
There are many ways to link your website, but some of them may harm your reputation if done incorrectly or can lead you to a penalty situation (as defined by Google and other search engines). If you are new to link building, I have created quick tips on doing it correctly. A small effort is needed, but the result may be imposing.
Your website needs to be externally linked in the following ways:
- Backlinks from social media websites
- Links from guest blog posts or article pages;
- Links built using articles for syndication in article directories and other high-ranking sites mentioned above.
Backlinks From Social Media Websites
If your company has an active presence on social media networks such as Facebook, Twitter, Linked In, Google+, and so forth, there’s no need for extra efforts here because people will naturally share and talk about your content more than once. Every time someone shares your online content with their connections and network, your website gets new “links” from these social media websites. Therefore, you do not have to do anything.
Links From Guest Blog Posts / Article Pages
If you want to increase the number of backlinks to your website from external sites, you need to create helpful content for other people. E.g., if your company deals with selling furniture online, you can consider writing a guest blog post on an authority site dealing with interior design or decors.
Do not forget to include keywords related to the products or services you sell within your article text and in the resource box (as well as the meta description). I will cover this topic later in more detail.
Other Methods To Generate Backlinks
To increase the number of backlinks to your site, there are additional methods you can use in addition to guest blogging and article pages. For example, you could register a free personal website (with a user name like “yourname.wordpress.com”) or blog on other sites such as Blogger. Then create posts that contain valuable information for users of these services, etc. That means content that readers will find helpful about topics related to your main business but still different.
Once people start linking to the articles/blog posts from their sites, it would be easier for Google bots to crawl those links and recognize their connection – automatically connecting them with your primary web address.
Let’s say you have a flour mill online store. Then you can write blog posts about baking, cakes, and cookies, or anything related to cooking with flour.
While writing an article on how good pancakes are for breakfast, do not forget to include a reference link back to your main website (e.g., ” For more information on the best wheat flour online shop, visit www.mystore.com” ).
Once you start publishing quality content regularly in your blog, Google will notice it and connect those links. The same principle works with guest blogging on other authority sites. Publishing one post there without additional marketing efforts will help Google bots see all the connections between your websites and add a strong signal of trustworthiness towards them – even if they have no previous knowledge of the topics you deal with.
Also, be sure to optimize these links (within the content and in the external link profile), so they are easy to find by search engines and appealing for click-throughs from readers.
Follow The 80/20 Rule To Avoid Penalties
One of the essential factors of a strong backlink profile is its diversity (I will cover this topic later in more detail). If you rely too much on only one kind of link-building tactic, your site may end up being penalized by Google or other search engines.
You can easily avoid that scenario if you follow the following “80/20 rule”: – Incorporate 20% guest writing and 20% article page links versus 80% blog posts. The last one should preferably (but not always) contain a link back to your main website.
Also, the article pages can be published on websites that have high-quality authority and are relevant to your niche.
– Use 20% of links from social media sites like Facebook, Twitter, Linked In, Google+, and others. The rest should include links from other blog posts or article pages on related topics. Also, do not forget to incorporate these into proper anchor text to boost their effectiveness.
This simple rule is significant when you want to build trust with search engines because penalties are often applied for creating link profiles overly reliant on one source of traffic (like free article pages).
In my opinion, following this rule will help you avoid those problems even if Google decides to fine-tune its algorithm in the future.
That said, there is a single thing you need to remember about this rule: it is just a guide. You should not focus too much on it – especially if your primary business goal is traffic and lead generation. For example, let’s say that you are running an online fashion store and would like to attract as many visitors as possible to increase your revenue.
Then you might want to consider using more guest posts and article pages than blog posts because of their proven ability to rank better in search engines for extended periods while bringing plenty of targeted traffic from all over the web.
Blog Post Types That Work Best
Now that you know how to build backlinks, it would be wise to check which link-building techniques work best in your niche.
One of them is most certainly article pages. You can create a couple of these on authority sites about similar topics you deal with and then include links from their profile back to your site. Another option would be posting articles for free on other blogging platforms like InfoBarrel or Squidoo – especially if they receive plenty of quality traffic from searches related directly to the products you offer online.
The third type is guest writing. As I mentioned earlier, this includes publishing posts on other blogs where you are not asked to return the favor when it comes to linking (in the form of an inbound link) back to your site. High-quality blogs accept guest posts only when they have unique and valuable content that will bring traffic – so if you can offer something like that, it would be a great addition to your SEO strategy.
The most important thing is to remember not to go too overboard with any single method because you run the risk of becoming less visible for search engines overall.
This does not mean you should never repeat particular techniques but rather avoid doing so more than once within a more extended period (like three months).
ISupposeyou use these three links together and diversify their use across different blog post categories (e.g., tips vs. general reviews) . In that case, Google will eventually recognize this as a sign of an authentic and valuable content creator. As such, you will receive more traffic from search engines because of the positive association with your online business.
The power behind this type of link building is brutal to beat in terms of SEO impact; that’s why I recommend that you mix it up with other techniques like blog commenting (and don’t forget to do so only on highly relevant blogs), press releases, video-sharing and social bookmarking.
All of these can help boost your rankings if done correctly. Also, keep in mind that each has its purpose – so using everyone would be illogical.
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