Results before positioning

The client in question runs an online store where he sells sockets, switches, cables, wires, extension cords, installation boxes, insulating tapes and other products used in electrical works. He signed a SEO contract with us in June 2019, opting for a budget of $ 1,400 per month. When we started SEO activities, the client’s website appeared in 18 phrases in TOP3 and 145 phrases in TOP10, while in TOP50 there were less than 1000 phrases. So it cannot be said that we started from scratch – the website was visible in the search engine and also had organic traffic. However, the audit showed us that the website has the potential to generate even more search engine hits and gain better places for industry phrases.

The first year of cooperation

During the audit, we noticed that the client’s website is available at two addresses, which would be a significant difficulty in positioning, among others due to duplicate content. At the beginning of the cooperation, permanent redirects to one of the addresses were introduced, thanks to which the problem was quickly removed and opened the way to new activities.

In the next stage, we focused on the most urgent issue, i.e. optimizing the pages of the most important product categories by adding comprehensive descriptions. We chose the best key phrases for each of them and placed them in the texts to increase the probability that the page will be high in the search results for these keywords. We have also determined the optimal H1 headings and meta titles, and we took care of the appropriate length of the text for each subpage. This brought the first signs of increased visibility, which showed that the chosen positioning strategy was working. The website appeared on 38 phrases in TOP3, 387 phrases in TOP10 and 1795 phrases in TOP50.

Second year of cooperation

After a year of cooperation, the client decided to extend the SEO contract and additionally increase the budget to $ 1,800 a month. As the most urgent changes have already been implemented, we focused on increasing website traffic with blog articles. We focused on extensive, valuable texts containing phrases loosely related to the client’s activity, which we could not implement in the category descriptions. This resulted in a significant increase in the number of phrases in top positions, and thus an increase in the visibility of the customer’s website, which translated into greater brand recognition. The client also agreed to expand the website with detailed categories that were optimized for long tail phrases. Thanks to this, we were able to fight the competition for even more keywords relevant in the industry.

The strategy based on extending the website with high-quality texts brought particularly noticeable effects in May this year, when the Google algorithm was updated. Our observations show that as a result, pages with a large amount of unique content recorded increases, and sites with little text or duplicate content fell in the ranking (e.g. product descriptions taken from manufacturers’ websites). This change confirmed our predictions about the future of positioning, and although it did not echo widely in the industry, it had a significant impact on a large number of websites, especially online stores. This is shown by the results achieved by our client:
– TOP3 – 218 phrases,
– TOP10 – 1099 phrases,
– TOP50 – 4656 phrases.

What is the conclusion of this? Positioning requires not only knowledge and experience, but also tracking trends so that updating algorithms, instead of destroying the effects of work, help to climb higher and higher positions.

What is a phrase?

Keywords are queries that a user enters into a search engine – for example on Google – when he searches for something on the Internet. Of course, there are billions of passwords entered into the search engine and new ones appear every day, but there is a large pool of those that are repeated many times – from this group we choose valuable phrases for website positioning.

But one by one: what is it about positioning for specific phrases? When a user enters a specific term into a search engine, the algorithms rank the results for them. It contains the pages that most likely answer the internet user’s question best. The assessment of whether a website should appear high in the search results for a specific keyword is influenced by many factors – including the quality and credibility of the website, the correctness and formatting of texts or links from other websites. However, one of the most important is whether the headings and the texts themselves on the page contain the specific phrase that the user has entered on Google. When it appears, it is a signal to the algorithms that the recipient is likely to find the answer to their question on this site, which makes them rank it high in the results.

Key phrases in texts

The discovery that algorithms take into account key phrases has brought a real plague of texts written exclusively for bots. They were packed with the most searchable keywords, but they were of no value to the user. However, Google quickly put an end to these practices by introducing an algorithm aptly named Panda to the search engine. It was created to promote high-quality websites that provide reliable knowledge and contain original content. From that moment, inserting phrases in each sentence ceased to make sense and today it is necessary to ensure that the optimal number of phrases is included in the text and that they are naturally woven into the sequence of the narrative.

Key phrases – types

Key phrases can be short – one word – or even a few words. Most often, we divide them into general phrases and long tail phrases, i.e. the so-called long tails.

General phrases are short and – as the name suggests – rather imprecise. They are entered by users who are usually at the beginning of the shopping path, i.e. do not yet have specific expectations as to the service or product. General phrases can be, for example, slogans like “summer dress”, “sneakers” or “car mechanic”. They have a lot of searches on the web, which is why they are often considered the best for website positioning. In fact, this is not always the case, because often the user entering such a phrase is only doing initial research and is not determined to make a transaction.

Long tail phrases are much more complex and quite precise, because they are entered by users who already know what they are looking for. Long tails have fewer searches than general phrases, but are often more effective – because if the Internet user has already formulated his expectations for a product or service, it means that he is most likely ready to decide on them. Long tail phrases are becoming more and more important in website positioning, as the popularity of Voice Search, i.e. voice search, increases every year. This type of search favors the use of longer and natural-sounding search terms, i.e. long tails.

Selection of key phrases

How to choose key phrases? There is no universal way here. It all depends on the type and scale of business, offer, competitors’ activities and many other factors. For example, if we run a hairdressing salon, local phrases will work first, i.e. those that give the name of the city or district in which the establishment is located. Positioning for very general phrases is unnecessary, because the logic requires looking for customers only in the area. Online stores will not use local positioning, but should focus on longer passwords that match their product range. The selection of phrases should therefore always be preceded by a thorough analysis of the industry and competition and the formulation of the goals we want to achieve.

It is not our intention to duplicate that post or refresh it after many years. Therefore, this time we will not present in detail what a long tail is and convince you why it is worth focusing on long tail positioning. We want to tell you how to prepare your website in terms of positioning for long tail and what good practices support it. It is also worth finding out how you can know your real long tail.

For whom will the long tail be especially important?

However, it will not do without a short reminder. The term long tail is used by positioners to define more complex, and therefore more precise and unique, keywords that generate traffic for a given website. Such a keyword phrase consists of a few words. While the long tail can often account for most of the traffic that leads to a given side, it varies greatly internally. There will be no clear leaders here – the most common keywords. However, since this internally fragmented pool of keywords gathered together gives valuable and converting traffic on the website, it means that it is worth taking a look at it and taking care of it. The long tail should not be underestimated.

Long tail will be especially important for online stores. This does not mean that websites presenting services will not benefit from them – they will definitely feel them, though on a different scale. However, it is the extensive websites with a rich offer that will be the biggest beneficiaries of optimization in terms of strengthening the long tail. Considering how influenced by the situation in 2020, trading has become more online than it has ever been before, it is definitely worth strengthening your online store.

Can I monitor long tail phrases?

Can a long tail be somehow grasped, examined, and the most “fat” pieces extracted? Definitely yes. Positioners have at their disposal specialized industry tools that allow you to assess, for example, how many phrases that Google connects to a given website are in the top 10. These tools perform a comprehensive assessment of the website, in isolation from the phrases that are included in the SEO contract and which are monitored. Sounds complicated? We will illustrate this with an example. We position a brand new online store that has just started operating. There is no traffic yet, nor are there any keywords visible in the top 10 on Google.com. By signing the contract, we declared that we would conduct detailed monitoring of positions for 200 keywords selected together with the client. For these phrases, Paraphrase-Online.com measures the position daily. Information on this subject is visible in the customer’s panel and in the reports that he receives periodically. Thanks to this, we know that, for example, after six months of the 200 phrases written in the contract, 150 words are in the top 10. But does this fully reflect the scale of the website’s visibility on the Internet? Another tool can tell us the four-digit number of phrases in the top 10.

By testing the website with SEO tools that do not know the provisions of the contract and the list of keywords, we can determine how many phrases generally related to this website are in the top 10, i.e. after entering how many keywords this website will be displayed in the top 10 search results for a given term.

The number of top 10 phrases for a given website may change by making a month-to-month comparison. When we are dealing with a website that already has a history and established visibility on the Internet, we can compare the results from before the start of positioning (e.g. a month before signing the contract) with the current ones. Thanks to this comparison, you can see how many activities of SEO specialists gave the website and how they increased its visibility in the top 10.

Both parameters – measurement in the context of keywords included in the contract and measurement made with the use of additional tools and referring to the website as a whole – are not mutually exclusive and do not collide with each other. Their combination gives a more complete picture of the effectiveness of positioning and the support it gives the website.

Is there any way to know your long tail beyond the paid tools for positioners in the pro version? The free Google Search Console tool comes to the rescue, which provides a lot of useful information, for example about queries that lead to clicks and visits to the website, and also estimates the position of the keyword generating impressions and clicks. The analysis of the phrases that are visible there allows you to identify those matching the long tail criteria, as well as assess whether they generate clicks and in what positions they are. For the record, we note that these criteria for catching page entry phrases will apply not only in the context of long tails. They will also help you catch shorter but valuable phrases that can be used for promotion, and which were not included in the original set of keywords for positioning for various reasons.

General phrases versus long tail

At the outset, we can say that general phrases should not be opposed to those of the long tail. They are entered into the search engine by various groups of potential customers and, as a result, have different functions. The extensive phrases characteristic of the long tail indicate more precisely expressed expectations regarding the product that our potential client is looking for. General terms are most often entered identically and at the beginning of your search, before the purchase, when you do not have precise expectations yet. General terms can also mean searching for information or a loose examination, rather than an immediate desire to make a purchase.

How to effectively support long tail?

Effective support for long tail phrases can take place at the level of building or optimizing an existing website. We selected 4 elements that are important in the context of long tail optimization, and which are not associated with complicated interventions in the website.

A. Meta title and meta description
The fact that the meta tags: meta title and meta description are particularly important for positioning has been mentioned more than once in our publications on SEO. Since the optimization for long tail concerns mainly subpages with products and subpages related to product categories, it is important to take care of meta tags for these subpages. Setting the same meta tags for the entire website will be a big mistake. Such a duplicate is definitely undesirable from an SEO point of view. We realize that setting up unique meta tags for each product “out of hand” is quite a challenge. Therefore, it is necessary to automatically generate meta tags, which will use, for example, a unique product name (or product category – in the case of category subpages), and at the end there will be e.g. a suffix with the name of the store or company. If we use pagination and products from the same category are visible on more than one subpage, then you should also take care of the uniqueness of these meta tags on subsequent page views. The solution may be to reach for a cleverly interwoven note such as “page 2”, “page 3” etc. What can be done in terms of unique and non-duplicate descriptions? In this case, you can use unique content published on subpages, which will become the basis for meta description. It is worth emphasizing that the meta title tag is more important than meta description in the context of SEO.

B. Page headers
We will write about the importance of headers in terms of diversifying the content in point 4 dedicated to content issues. It’s a good idea to place headers on your website and use keywords in them. If we have a subpage dedicated to, for example, women’s tracksuits available in our offer, then instead of the casual “women’s” headings, it is worth placing keywords describing our offer in the hx headings: women’s tracksuits – cotton, pastel, oversize, printed, etc. Of course, all the keywords and terms that they form a long tail need not appear in a single header. In such a situation, it is worth dividing them among several headings. Of course, there may also be a headline on the page that does not include keywords – not everyone has to include them. However, it is worth using at least some of the headers as space for keywords and terms that may become key to the search.

C. Url address
Words keywords and words that are used to search for products from our offer can also be placed in the url of subpages. We do not encourage the machine to change the current, even imperfect addresses of subpages – improper approach to this topic may cause damage to the website. However, if we are faced with adding new subpages or rebuilding the website, then when planning a new structure and addresses of subpages, take into account that they contain important passwords, in full wording. Referring to the example from the previous section: it is better to have the term “women’s tracksuits” in the subpage address of the category than “women’s”. The subpage of the product should also have a user-friendly url that takes into account specific passwords. However, do not go overboard with the length of the url, as an address of more than 100 characters is too much. Blog entries are also a problem more often than product pages.

D. Content matters
Of course, you can identify the best-selling products and product categories for an online store. This pool is most often reflected in a keyword set, which is saved as an attachment to the SEO contract. These are also phrases for which position monitoring will be carried out – daily research that allows to capture drops and increases or the phrase entering the top 10. Potential customers, however, enter much more variations on the query than is usually included in the list of keywords selected for monitoring. There are some important features for them. When analyzing the keywords that led to entering the website, it is worth knowing what words and terms to use when describing the available product or service. Rich content corresponding to inquiries – not only the most popular ones – is an action supporting positioning, taking into account the long tail. The best place to introduce content supporting phrases described as long tail will be the subpage of the product categories or the products themselves. Being aware of the enormity of the project, which is content optimization (not only for long tail phrases), we encourage you to do it in stages. It is better to gradually implement new content, even in small portions, than to abandon the idea entirely.

The content published on the page on the page must be visible to robots in order to be indexed. They must also be unique content if they are to positively affect the SEO process. It can be said that all the rules for good content that apply in the context of optimization also apply to enhancing content in terms of long tail. As a reminder, it will be:
– uniqueness – the text on the website should not be duplicated on other websites,
– don’t skimp on words – an extensive text will be better than a casual approach to the topic,
– the text should not be monolithic, it is worth using the division into paragraphs, use headings and include keywords in them,
– the text should be linguistically attractive and correct, encouraging people to read, and at the same time providing information that will facilitate making a consumer decision,
– available for network robots,
– systematically developed.

Unlike analogue directories, Internet search engines have the ability to catalog information in more detail. With the help of web robots – programs that absorb information about websites – they are able to collect data on the structure of the site and its content. Thanks to the knowledge accumulated by the bot, the search engine is able to choose the answers to the queries of its users. The library equivalent of a search engine would be its employee, manually (thanks to knowledge and experience) searching for books for the reader.

What is website positioning in search engines?

Search engine positioning aims to show robots that it is our site that best answers the question, and at the same time is convenient for the user. The SEO process is primarily about adapting the website to the rules set by search engines – an algorithm that determines the order of results in SERPs.

What affects position? Initially, the keywords and the number of links to the page were relevant. With the growing page base and changing user expectations, the number of factors affecting positioning has begun to increase. In the case of Google, it is estimated that as of today, robots analyze about 200 different signals on the basis of which they determine the site’s ranking position. To limit the possibility of manipulation of results, some of the factors are kept secret and Google employees provide rather evasive answers on this topic. Information on what helps websites climb search results is obtained not only from official search engine guides, but also from external tools and tests, the results of which are positioned by positioners in industry media and forums. The experience of a specialist also plays an important role here, as he has survived more than once!

Positioning is primarily talked about in the context of Google. It is this search engine that is the most frequently chosen way to search for information. However, this type of services is provided by:

Yandex – a Russian search engine of great importance in Russia and its neighbors. Yandex holds a 50% market share in this region. It works on a similar principle as Google – page indexing can be controlled through the equivalent of Google Search Console, here called Yandex.Webmaster. The search engine also has its own set of rules according to which pages should be created. The income comes primarily from advertising.

Baidu – a browser created for the needs of the Chinese user.

Bing – a search engine created by Microsoft. It is much more popular in the US than in other countries. Its market share in the US is around 30%.

Yahoo – another search engine whose importance is noticeable primarily in the US. It owns 10% of the market, which places it in the 3rd place in the poll of the most popular search engines in the United States.

In addition, there are also Ask, DuckDuckGo and AOL on the market, but the number of searches through these services is a small percentage of the total.

Search engines and the state of your business

Statistics say that the average person performs about 3-4 searches per day and, according to another source, about 93% of internet experience begins in the search engine. Both information is valuable from a business point of view and can only lead to one conclusion – a search engine is a place where customers need to be found.

Business in 2020 without the Internet and Google does not exist. The search engine is the basic source of knowledge of the average internet user – most of us are looking for information for private use, some – also for the needs of our work and company. Wishing to open up to new customers and increase your income, it is worth playing with Google and try to adapt to the rules imposed by the search engine.

The skilful use of the search engine allows you to expand the advertising space in which your business may appear. A properly prepared and positioned website can not only inform about the services offered by the company, but also support the process of building the position of an expert in a given industry and increase brand awareness. Website positioning is compatible with other marketing activities and brings results not only directly during the campaign, but also when a potential customer needs it.

First steps in the Google world

It is not difficult to appear in the search engine, and Google willingly shares knowledge about taking the first steps in its environment. Guidelines and tips can be found not only on the support pages, but also in the courses. In the materials prepared by Google and partner companies, basic knowledge of Internet marketing – SEM, SEO and an introduction to tools provided by a search engine, e.g. Analytics, is provided in an accessible way.

General knowledge about the search engine environment helps to understand how search works, why you should set up a map and how the prices of ads in search results are shaped. Understanding the terms used in the Google context and the capabilities of the search engine help in setting marketing goals. Even basic knowledge of the search engine also facilitates cooperation with a positioner or an Ads specialist.

Where to start? First of all, putting up a modern, secure and fast website. The size of the website and the technologies used on it should be chosen according to the industry and the goals to be met by the website. And then…

A. Invite robots – sharing a page with web robots is tantamount to agreeing to appear in the search engine. The crawl program analyzes the structure, content and links coming to your site, allowing it to appear in search results.

B. Find out how they see you – the data collected by web robots can be controlled on a search engine – in Google, this is Google Search Console. This is where statistics about site indexing, search, and alerts about errors or problems detected by other tools. Controlling the status of the page in the Google index allows you to quickly respond to problems in the event of a breach of data security on the page and when the movement within the domain ceases.

C. Take care of the content and convenience of using the site – only and up to. The content of the page is important not only from the point of view of gaining high positions in search results, but also because of the end user – potential customer. It was he who asked the search engine the question that she is looking for the best answer. Preparation of content that will introduce him to the world of services offered and explain all the complexities of the industry in an accessible way, usually meet with a very positive response from customers and robots. They also help in building the right image of the company and increasing brand awareness.

Positioning on steroids

Positioning is a process that requires time, knowledge and experience. While in the case of small, local and sole proprietorships, activities on their own can be effective, the increase in coverage and more effective activities would require the extension of the day by another “day”. Do you prefer to reserve some time to rest? Take advantage of the professional help of a Paraphrase-Online.com specialist who will properly choose the methods and actions to increase the visibility of the site, and thus – traffic and sales!

Knowledge of Google search meanders saves a lot of time and money – the experience accumulated for years allows you to arrange a strategy tailored to the type of business and use methods that are effective in the fight for better places in search results.

The positioning of a website or online store in virtually every search engine begins with choosing the right set of keywords – passwords after which the user goes to the appropriate page of the site. Key phrases can be divided into so-called:

– short tail – phrases consisting of one or two words. They are characterized by a large number of searches and high competitiveness;
– long tail – phrases consisting of more keywords, with fewer searches and less competitiveness.

The words from the “short tail” look attractive at first glance – after all, any shoe store would like to be in the first position as a response to the query “shoes” … These types of slogans are usually occupied by large websites with adequate financial resources, allowing extensive actions for the highest positions. Interestingly, the phrases like “shoes” are not as effective as the slogans from the “long tail”, which more often lead to the purchase of the right model. Why is this happening? A specific question means a desire to know answers with similar characteristics, such as “pink children’s sports shoes”. Search results direct users to subpages containing the products they are looking for. The customer saves time and if he finds a matching shoe model – he will probably make a purchase.

When choosing keywords, you should consider words from both groups. It is also worth remembering that during the positioning process, the website casually begins to rank in search engines for other phrases. A whole set of activities is responsible for this, the main purpose of which is to improve the condition of the entire site. The positioning of websites in search engines resonates much more widely than you can imagine basically.

On Page – site from Google metro

On Page activities are the abovementioned “adapting to Google game rules”. Website optimization has a technical dimension, which includes:

– improved page rendering speed,
– Website display and indexing control on all devices,
– choosing appropriate titles and descriptions for subpages,
– adapting headlines to the requirements of Google’s art and guidelines,
– adjusting friendly links,
– selection and implementation of structural data.

The strategy and set of optimization actions are selected individually, according to what works a given page requires.

On Page activities also include work related to content creation and optimization. During the process, the positioner indicates places that should be supplemented with additional content or saturated with keywords.

Off Page – all roads lead to your site!

Off Page activities are everything that aims to get links directing to your domain. Sounds easy? In the olden days – yes! Today, however, links, link is not equal. Here you also need a strategy that allows you to collect links of different types and from different sources.

Off Page activities include, for example, creating sponsored entries, exchanging links with contractors, adding services and companies to catalogs, and obtaining reviews and opinions. Off Page activities are also indirectly linked to social media activity – a well-run Facebook profile is a great support for SEO and another source of traffic.

Website positioning – be the first in search engines!

In the first paragraph we mentioned what connects the library with the search engine, now let us pay attention to the differences between them. Suffice it to say one word – “change”. The order of library drawers is not subject to constant changes and modifications, the Google index and its equivalents in other search engines, yes.

The search engine algorithm is constantly being improved, and Google is changing its approach and putting more emphasis on other factors. A few years ago, there was talk primarily about “mobilesgeddon” and “mobiles First Indexing”, and today UX issues are very important. Added to this are various smaller and larger changes, monitored on an ongoing basis.

Due to these changes, trends in user behavior and other factors, positioning websites in search engines should be treated as a process. Once done, the optimization will not last the test of time – especially during “hot” periods. To gain high positions and increase traffic it is necessary to keep the “mouse on the pulse”, monitor the results and, if necessary, modify the strategy.

The demand for IT services and the relatively easy threshold for entering a semi-professional position (e.g. creating simple websites) creates a lot of competition. The Software House branch seems to be particularly crowded, with websites building websites and other solutions necessary for conducting online business such as b2b and b2c applications as well as integrations and modules for popular storage platforms or those related to relationship management, like sparrows on the roof. with clients. High competition means the need to invest more funds – financial and time – in working on standing out and reaching new potential customers more effectively than competitors in the industry.

SEO for Software House – a starting point for online business

Brand recognition and presence – regardless of the industry – is built using a whole set of tools. Depending on who our potential client is, the dominant channel will be social media (Facebook, Instagram, and for a younger recipient – also TikTok) or search engines. In the article below, we will focus on expanding your visibility in Google search engine and SEO for software house.

In the case of Software House, the website is not only a business card of the company, but for many potential recipients – the first project implementation in the company’s portfolio. If the site is unrepresentative, resistant and not adapted to modern standards. It’s not just about the look of the page, but more about how the page behaves in the browser, how web robots see it and, above all, whether it can be found in the search engine.

Does the position of the page matter – a handful of statistics

Why is presence in SERPs so important? Just look at the statistics – over 93% of online experience starts with a search engine. However, just finding yourself in search results for a topic thematically related to the industry is unfortunately not everything – the position of our website is also important. As the article indicated above – 95% of users decide to click on one of the first results, and the further from the first position, the chance of clicking decreases.

Achieving a high position requires not only adapting to trends in website design, but adapting your site to the rules of the game imposed by Google, which are to facilitate the use of the Internet to end users – men and women who may not always boast of the fastest internet connection on market.

A good position requires appropriate actions – technical optimization in accordance with Google guidelines, optimization for keywords. This is where space for seo appears – the basis for building position in the search engine.

Step by step – specify the purpose of the SEO actions taken

Determining the measurable goal of marketing activities makes it much easier to analyze them – determining whether the goal has been met, which actions and solutions have worked, and in the case of less spectacular effects than intended, specifying what did not work as expected or which work should be deepened. Objectives will vary depending on the organization, while those that the Software House brand can achieve with the help of positioning certainly include:

A. Generating more website traffic – the increased number of search engine visits usually translates directly into a larger number of people interested in the offer and using the services offered.
B. Building brand and expert position – Internet users usually have a better opinion about companies that appear higher in search results, especially if their pages find answers to their questions.
C. Obtaining interest of a specific group of recipients.

Defining the goal will help you choose the means that will help you meet it. Drawing a destination is especially useful when creating a basic list of phrases that will be considered in the seo process. Determining the more or less defined “finish line” of positioning activities will also allow for the selection of appropriate solutions. This is also important because of the budget that the positioner will have during cooperation. More about this in the next steps.

Step by step – keywords for the software house

With a set goal, you can pre-define a group of phrases to focus on during SEO.

Most people who decide to position with an SEO agency would like to see their site in Top3 for phrases from the so-called “Short tail,” i.e. one or two word constructions. These short phrases usually generate the most searches, which also makes them highly competitive. In many industries, despite a large number of searches, these types of terms do not convert very well. Short terms are usually too general and ambiguous to match the user’s search goal.

By generating results for the query “website” Google matches the responses related to the phrase, but each is from a “different fairy tale” and can differently meet the user’s need:

1st position – Wikipedia, definition;
2nd position – wizard;
3rd position – website price;
4th position – wizard;
5th position – guide on how to set up;
6th position – definition;
7th position – wizard;
8th position – creating pages;
9th position – creating pages;
10th position – creating pages;

By adapting to the specific needs of the user who is looking for information and addressing these needs in the title and description of the page, we increase the chances of getting to the top5 results and clicking the searcher. For this purpose, keywords from the so-called “Long tail” – phrases, consisting of several words, referring to more specific issues. These types of phrases can usually not boast a dizzying number of searches, but unlike phrases from a short tail – they usually convert much better.

By entering a more detailed query in the search engine, the customer can be immediately directed to the appropriate part of our offer – in this case, information on the costs of placing a website based on the WordPress system. The search results for this query also contain advisory content, e.g. blog entries dealing with price formation.

Long-Tail, or how to effectively reach the seekers?

Product pages – with specific product specifications or longer content – usually have blog entries that address specific issues.

When choosing keywords for website positioning, it’s worth focusing on what makes your business stand out from the competition’s offer and use this knowledge. When working with a positioner, it is also worth referring to your experience and base phrases on what customers have asked about, e.g. prices of additional services, issues of removing faults on the site, or installing additional solutions.

It is worth remembering that the actual number of keywords that are positioned throughout the process is much higher. They include, among others phrases with a similar set of words but with a different arrangement. The scope of phrases during the contract can be changed – expanded to include words that will allow you to expand the visibility of the new offer or remove words that do not satisfactorily meet the objectives set at the beginning of SEO activities.

Step by step – Website analysis and optimization activities

Determining the goal of selected marketing activities and determining keywords is just the beginning of the path to achieving results in the form of website traffic and new customers. The next stage is adapting the website to Google search engine guidelines.

Google provides several documents in which it indicates which elements should be noted. There are, among others, guidelines on how to share the site with web robots. Google also places great emphasis on adapting the site to the needs of the user – starting from the speed of the site, through navigation, to the intuitiveness of use. Among the elements important for the search engine are:

– blocking some content in robots.txt;
– creating valid title and meta description;
– creating headers according to the hierarchy;
– structured data tags;
– intuitive navigation;
– content;
– speed optimization

and other. At the beginning of the guide, Google calls these changes “minor modifications”, but this is not always true. Proper preparation of optimization, implementation and control of its effects is a task extended to the entire period in which seo-related activities are carried out.

SEO – a mix of knowledge and experience

Introducing guidelines only according to Google manuals is not always effective. The person who implements the optimization must also take into account the trends in the search engine and changes in the algorithm, which the Google guide has not yet been completed. Experience in this type of work also helps to gain high positions and increase visibility. The developer, whose task is primarily to build a website and give it appropriate functionality, devotes his time primarily to training in his field – searching for new CSC hacks or testing new libraries. The developer and positioner view the site from a different perspective. The task of one is to provide an aesthetic and functional website, the task of the other – to adapt it to display in high positions in search results. Working out optimal solutions satisfying both sides will certainly increase the reach of the site, i.e. achieve one of the intended goals.

During the seo process, it is important for software house parties to learn about the competition – the above-mentioned keywords, the technical solutions they use, e.g. the schema tags they use, to help expand search results.

However, watching the industry is not everything – it is also important to take care of your own site – first of all the speed and the way it is seen by network robots. The positioner, analyzing the data collected by a number of tools, will indicate solutions that allow you to speed up the website, without changing its functionality or appearance.

However, the introduction of optimization is just the beginning of the process of positioning your IT services. Control, analysis of introduced changes, their modification – “keeping an eye on the pulse” in accordance with the adopted strategy is the best way to gain and maintain high positions in Google in the IT industry.

Step by step – Blog and offside activities

One of the goals of positioning may be building an image of a software house company and placing it in the position of an expert. To this end, it is necessary to place a blog within the domain. Regular publication of expert content – written in a specialist language, but explaining the complexities of the IT world in a way accessible to a potential customer, is also a good way to update the site and “invite” robots. The entries may include descriptions of projects that the company has faced, creative problem solutions, reports from industry events and guide content on common problems with websites or applications.

Professional and interesting content readers are happy to pass on – through social media or by placing links to our site on their sites. This also creates a natural link profile that Google values. Content that is linked to more good quality links is rated higher by web robots and helps the site move to higher positions.

Building a valuable link profile is also taking care of the appropriate diversification of inbound links are another of the challenges that should be entrusted to seo specialists. Obtaining the appropriate links to the site from trusted and proven sources will allow you to complete the next steps on the way to achieving the goal set at the beginning.

Seo – it’s time to appear on the Internet for good!

Preparation of a positioning strategy requires delving into the industry and learning customer expectations. It is worth basing the selection of measures that are to help you to break above other Software Houses on the experience of search engine visibility specialists – which will allow you to achieve the intended effects faster.

Are you planning to take your Software House above the competition? On our blog you will find effective tactics and what changes to make that will convince web robots to highly evalsuate your website. Fight for high positions and successfully position with Paraphrase-Online.com!