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The correlation between search engine positioning and SEO explained

Olya Pyrozhenko SEO Basics September 16, 2018

Those who are running online businesses happen on many ambiguous terms. And search engine positioning is one of them. Is it just a sophisticated way of saying “SEO”? If it’s not, how does it differ from optimization then? Let’s eliminate this guesswork once and for all.

First, never lump search engine positioning in with SEO as they don’t necessarily refer to the same thing. The former has a broader meaning and can involve the latter. In layman’s terms, it revolves around where your website is ranked on the SERP or which position it takes up there. 

You can get a higher one to reap all the visibility benefits by either using SEO (organic search) or PPC (paid search).

Second, the term “positioning” encompasses search engine placement, search engine promotion, and all the techniques used to maintain the results. If you go an SEO way, it also implies touching up your website based on the most critical ranking factors.

Key things to focus on to take up a higher search engine position

The following ranking factors should never be considered the only ones that determine your website’s position on the web. Yet, they are the backbone of your success, and thus, it won’t hurt to zero in on them to reign supreme.

Content



Quality content can propel your website positioning on Google. Whether you’re into SEO or PPC, it complements each of these. But you need to make sure that you create it right. To do so, your central focus should always be on:
  • Natural content. If it’s a few lines of nothing but keyword stuffing, it’s trash. Go for quality and use keywords wisely.
  • Informative content. If people find it helpful, so do search engines. Keep it relevant and tailored to your customers’ needs.
  • Long-form content. Starting a blog to create comprehensive articles sounds like a plan. Make sure they can benefit your customers so that your SEO position improves.

Backlinks

Think of a backlink as a recommendation letter, yet not for your potential employer but Google. When you have a strong following, and people keep linking to your website, your position will definitely look up.

To get backlinks, you may use professional search engine positioning services. Better yet, combine them with high-grade content to earn a great portion of links from various sources. This diversity always pays off, resulting in higher SERP rankings.

Mobile-friendliness

Just like YouTube and other renowned web-based services, Google is making a mobile switch. That is why your website’s search engines position is also determined by how good you keep up with the times. Ideally, it should:
  • be well-optimized for all mobile devices while remaining consistent with your desktop version in terms of content;
  • have the load time of fewer than 2 seconds (if your website doesn’t meet this standard, run an in-depth analysis and remedy the situation with PageSpeed Insights);
  • work flawlessly with no design or structured data issues (to check for ones, GSC and Structured Data Testing Tool might be handy).

The bottom line

Website positioning and SEO have a lot in common, but they are not the same. The former is improved with the help of the latter. And if you dare to embrace the topmost position on Google, your SEO part should be all about quality content, backlinks, and mobile-friendly website performance. However, this is not supposed to downplay the importance of other ranking factors.

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