However, not all of them get the expected results. This is largely due to the poor positioning of the company's website on Google. A poor position in the search engine compared to other competing websites is not a positive thing. The consequences are clear: very few visits to your website, which leads to few purchases on it.
For a website to be well positioned on the first page of Google results (which is almost the only profitable option) it is necessary to choose between two possible paths: SEO and SEM positioning .
SEO POSITIONING
In digital marketing strategies, positioning is essential. The positioning of a website on Google determines its level of competitiveness. If it appears in the first results of a search, the website has a high performance and will obtain greater benefits. On the contrary, not appearing on the first page is already a disastrous consequence.
In fact, there is a famous phrase circulating on the Internet that says: “If you don’t appear on Google, you don’t exist.” We could qualify it a little more and adjust it to say that if you don’t appear on the first page of results, you don’t exist.
There is a Google statistic based on the results pages that users consult. Needless to say, from the second page onwards, users barely get 5% of clicks.
The way to counteract poor positioning in a Google search is through SEO positioning. SEO (Search Engine Optimization) involves a series of actions aimed at improving the positioning of a website in the results of search engines such as Google or Bing. This is achieved through the structure and metadata of a website, but also through its content, in order to make it more relevant to user searches.
SEO positioning
SEO positioning is achieved naturally and organically, without having to resort to advertising campaigns. This is done through indexing by so-called “web spiders”, which are applications that work for search engines. Web spiders, through indexing, crawl the pages and store the keywords in a database.
What is interesting for someone who wants to optimize the SEO of their website is to work on its structure and content, and apply link building techniques , viral content, etc., where the number of mentions is multiplied and the importance of the website grows. The ideal is to be one of the first results in search engines for one or more specific keywords.
There are two ways to do SEO:
On-page SEO (internal)
This is all the positioning that is done within the website itself. To be well positioned there are several aspects that you must take into account, such as: moderate use of keywords, use of tags and meta tags, optimization of kuwait telephone number the snippet, use of headers in the text (header tags), use of multimedia data (photos, videos...), etc.
Off-page SEO (external)
This is all the positioning that is done outside the website, externally. This is done through link building , using incoming links from other websites that have a high authority or rating index, whether they come from blogs, forums, social networks, e-commerce, etc. You can also get natural links when other websites link to yours, although this is the most difficult to obtain. It is also interesting to encourage engagement, that is, interaction of users with our page or ourselves on others, through comments on websites and blogs or other spaces, such as social networks or forums.
Another way to position a website is through the use of SEM.
SEM (Search Engine Marketing) is used to position a website in the top results of search engines through advertisements. Using various types of advertisements, the aim is to appear in the top results of a search. These results will depend on the bid placed on the keywords used in the search. The SEM strategy could also include advertising actions in other formats, such as display ads or campaigns on social networks, but text ads are the main element for prioritizing appearances in search engines.
The tool for working with SEM on Google is Google Ads. This tool allows for several options, such as who should visit you, when and how much you will pay for each click, to give you a few examples. The most important of all will be the one to decide in which type of searches your ad will be shown on Google.
Ads is designed primarily to attract potential and quality customers. Each user's search will be related to the keywords bid on Ads, and will offer your website's ad to all those who search according to your bids.
Google Ads is a tool that allows you to bid on the keywords you think are necessary so that your ad reaches the most potential customers and drives quality traffic to your website. This works especially for e-commerce, both for large companies and SMEs.
Typically the cost of the bid is PPC (Pay Per Click) , which means that Ads will take money from you for each click made on the ad. We can modify it for a total amount of money to spend each day, although Ads is able to help you automatically so that if one day not enough is spent, it is reserved for the next time. You must be very clear about which ad to create and which keywords to bid on, since you are only interested in those customers who are really looking for a product that you have.
Position your website and grow your business
SEO and SEM positioning are key to your company standing out from the thousands of competing websites. These two types of positioning make the difference in terms of the number of visits and potential customers for each website.
If you are able to attract a high percentage of traffic from the Internet to your website, you will already be achieving a lot to make your company successful. At Femxa we can help you, as we have SEO and SEM positioning courses available to anyone who needs them.
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