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Discover The Advantages And Benefits Of Positioning - Semalt Expert



Positioning has been one of the foundations of gaining customers via the Internet for years. But what exactly is it about? Are there cases where this method is unprofitable? How can companies benefit from SEO? You will find answers to these and other questions in this article.

What exactly is SEO?

SEO stands for Search Engine Optimization - the term can be translated to "search engine optimization". Terms such as "positioning", "SEO optimization", and "Optimization for Google" are also used interchangeably.

The goal of SEO is to adjust a given page in such a way that it occupies the best position in the results returned by search engines. As Google is by far the most popular search engine, it is always about visibility in it by default.

Why does positioning work at all? SEO activities focus on tips from the creators of the world's most popular search engine, which "help you code your site so that it can appear on Google."
For example, many of these guidelines can be found in the Search Quality Evaluators Guidelines. The most important foundations are succinctly outlined in Google Search Basics.

SEO experts use these types of tips, conduct numerous tests and rely on their experience to determine how to practically translate these types of conclusions and knowledge into actions that can improve the visibility of a given page in search results.

SEO activities themselves are divided into 2 main categories:
What does a typical SEO campaign include? Here are the most important factors:
SEO typically develops a complex, company-specific SEO strategy that organizes all of these and more into a long-term process designed to increase website visibility.

When is positioning unprofitable?



If you are not convinced that SEO is worth it, before we discuss the biggest advantages of SEO, let's look at situations where investing in SEO is not really advisable. It's worth keeping them in mind if you don't want to waste your budget.

You are not able to verify the activities of the agency

Of course, you or anyone from your company does not need to be a professional positioning expert to be able to determine whether a hired agency will be able to fulfil its obligations.

However, it is worth having at least basic knowledge of SEO so that you know how to verify the activities and effects of the agency's work. If you don't have time to get it, investing in SEO can be risky.

Do you need results for now or only seasonally?

The benefits of SEO are numerous, but if you want to enjoy them, you definitely need to be patient. You need to wait at least 3 months to see the first results. In the case of larger projects, it is even 6 or 12 months.

Therefore, if you absolutely want to get results as soon as possible, investing in SEO will not be a good idea. Or maybe you offer your products and services only or mainly in specific, relatively short periods of the year? In this case, for example, ads in Google Ads or on social media platforms will work better.

Of course, in such situations, SEO can also bring great results from long-term benefits - if you have built a good reputation through SEO in general, it will be even easier for you to acquire customers in these selected, short periods of the year. However, then think carefully - is it profitable for you and specifically what SEO benefits can it bring you?

You operate in a small local market

For small local businesses, a full SEO campaign is often unnecessary. Dental offices, hairdressers in small towns, etc. can successfully gain their first customers by focusing only on NAP entries and Company Profile on Google.

You introduce an innovative service or product

One of the foundations of website positioning is keywords. However, if you are launching something that your target customers are not familiar with at all, there is a small chance that their Google queries will be for these types of phrases.

You are ready to take advantage of Black Hat SEO

Let's note right away - Black Hat SEO is a positioning process that does not pay off. Such methods include techniques that go against Google's guidelines, such as:
Why don't these methods work? First of all, many of them are already ineffective - years ago Google could be fooled, for example, by keyword stuffing, i.e. mass addition of key phrases to the text at the expense of its naturalness and readability. However, Google's algorithms have evolved a lot since then, so these types of attempts to cheat them do not work at all anymore.

Another important factor is the risk of being penalized by Google. As a result, the visibility of the website is reduced for a long time - from several weeks to even months or a year. In extreme cases, the site is even removed from the index or the so-called algorithmic filter that will make it difficult to achieve high positions for specific keywords even in the coming years.

Black Hat SEO is the opposite of what SEO can deliver when done right. It makes no sense to consider such strategies.

Is website positioning worth it? 7 main benefits



So let's consider the main benefits and advantages of SEO.

1. Generating high-quality traffic to the website

One of the main benefits of SEO, and the most important reason why the method of positioning pays off, is of course traffic. Thanks to good content, links and efficient technical optimization, a given website will be higher in search results, which will translate into more visits.

More important in all this, however, is that the traffic generated in this way is qualitative. People entering key phrases related to your offer eventually show interest in a given type of product and service. They are far from users who accidentally or "casually" clicked on a pushy banner ad and landed on your site.

People who, as a result of thoughtful positioning, visit the page from the search results, have a better chance of actually becoming customers - this is one of the most important advantages of SEO.

2. Measurable results

One advantage of positioning is that these positioning advantages can be accurately measured. The organic traffic mentioned earlier is an example of this type of metric.

Numerous tools such as Google Search Console, Google Analytics, the Dedicated SEO Dashboard, etc. allow you to get very accurate data on generated traffic, bounce rate, conversions, time spent on the site, loading speed, number of abandoned carts, shopping path and much more. 

This data can then be used to intelligently adjust the strategy. Accurate feedback is definitely one of the most important benefits of SEO, which puts this method above other marketing activities.

3. Taking into account all stages of the sales funnel

An extensive SEO campaign will help streamline all stages of the customer's purchase path - from arousing interest and making the first impression to finalizing the transaction and building a further relationship.

For example, technical optimization will help to make a good first impression on visitors and encourage them to take a deeper interest in the offer. Quality content, in turn, will serve to build a deeper relationship with a potential customer and help maintain it once the transaction is completed.

4. Support for other marketing channels

The previously discussed SEO benefits related to sales stages are also related to the fact that SEO in general also supports other marketing activities.

Here are some examples:
If all types of marketing activities are combined and organized with one goal in mind, they will definitely yield much better results. This factor is worth bearing in mind especially when it comes to positioning online stores - after all, in the case of e-commerce, very different methods of reaching customers are used.

5. Building brand awareness

Why do we trust some "exit" brands and consider their offer when we consider products and services from a selected industry? The mere fact of long-term awareness of the existence of a given company has a large impact on this.

One of the most important benefits of SEO is achieving this effect. If, thanks to a well-thought-out positioning campaign, mentions about your company start to be more often visible on the web, you will gain recognition.

6. Building an expert position

Content marketing is often implemented as part of positioning or together with it when it is carried out on a larger scale. It is needed because content marketing focuses on providing quality content, which is of great importance from the point of view of SEO.

Why should SEO and content be combined? Publishing useful content as part of positioning helps build an expert reputation. Let's assume that a person comes to your website who understands that he/she needs accounting services, but does not know where to start. He/she then goes to the blog or FAQ section. There he/she finds tips and articles aimed at beginners, which explain the most important issues regarding this type of offer. The visitor also sees that more advanced guides have also been published on the site, covering more difficult topics in detail.

What effects does it bring? Among potential and current customers, you build a reputation as an expert who "knows his/her stuff". Thanks to this, such people gain trust in you and are willing to take advantage of the offer, even if they still have some doubts - after all, you provided them with information that turned out to be very useful for them for free.

7. Long-term, cumulative effects

When discussing the advantages of SEO, it is necessary to mention that it is an investment that takes time, but at the same time pays off with long-term results.

Of course, it is always worth maintaining SEO activities at the same level, but even if you were to theoretically stop or limit their scope after some time, many benefits will still be preserved. Google, when assessing the quality of a given content, takes into account the entirety of the site, its history and its reputation. This will give you a better start for any future content you post.

As we mentioned earlier, the contribution to SEO will also translate into better results of PPC ads and increased visibility of the Company Profile on Google, which is very important in the case of local positioning. Such effects can last for a long time and pay off.

What are the benefits of SEO for companies - a summary

SEO may seem seemingly unprofitable - it takes time, organized activities on a large scale, and Google's guidelines change regularly. For this reason, it is worth entrusting positioning to a 
good agency that will take care of all this for you.