Website positioning

Q: What does the duration of positioning depend on?

The SEO process is determined by many factors, such as the website's technical condition, CMS capabilities, competitive keywords, and the SEO specialist's scope of authority. Key aspects influencing the work schedule: Initial optimization – preparing the site for ranking requires close collaboration with the owner regarding content approval, heading structure, and programming changes. This is a critical stage, the duration of which depends on the speed of decision-making and implementation. Continuous nature – in the case of websites dynamically developing new content, the optimization process has no fixed end date; it is an ongoing process. Durability of changes – the stability of the site is crucial. Removing implemented optimizations or conducting a deep website overhaul without SEO supervision results in the loss of achieved results and the need to start over.

Q: How visible are the basic effects of positioning?

Effective SEO is demonstrated not only by a high position but also by the professional presentation of a website. Three fundamental elements that build click-through rate (CTR) and user trust are: Page Title (Title Tag) – a concise headline (approx. 80 characters) that defines the page's content and contains keywords. Meta Description (Meta Description) – a 150-250-character text. Its purpose is to encourage user interaction by precisely summarizing the page's content. User-friendly URL – a clear and simplified address structure that communicates the domain's subject matter without unnecessary strings of characters. Proper optimization of these elements ensures that users find content that precisely matches their search query. High match quality minimizes bounce rates and is essential for competing for top positions in Google's competitive environment.

Q: Positioning independently or with an agency?

The SEO model you choose depends on your priorities: Independent – a free option, but it requires a significant learning curve and carries the risk of costly mistakes. Ideal for determined individuals who desire complete independence. With an agency – a paid solution that allows you to focus on running your business. You gain access to experts, professional tools, and secure strategies, minimizing the risk of penalties from Google. If you value your time and expect stable results, choose an agency with good reviews. If you want to save money and aren't afraid of trial and error, choose education and your own efforts.

We'll get you on the first page of search results. That means more customers from Google, without paying for every click.

3 years: average contract length – customers stay when they see growth
Local and national SEO – tailored to the scale of your business
The 63 Point Audit That Will Unlock Your Online Growth
Google Premier Partner – TOP 3% of agencies in Poland
Your company recommended by ChatGPT, Gemini and AI Overviews

Check how much it costs From click to profit – consistent digital that generates orders.

4.7/5 500+ companies in the TOP 10 13 years on the market

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General and local search

Google, Bing, Yahoo, Seznam, Baidu, Google Maps

when users search for information, services, products or companies in search engines, including locally

Search Engine AI Summaries

Google AI Overview Bing Copilot Search

when users receive AI-generated answers on top of search results

Search in AI tools

ChatGPT, Gemini, Claude, Grok search/browse mode

when users ask questions to AI models and receive recommendations for websites, products and services

Copywriting and link building

The foundations of ranking and recommendations

when copywriting and link building create authority that ensures visibility in search engines and AI

SEO agency

Get more customers online – from organic results

Positioning is a structured plan of monthly SEO services aimed at increasing your visibility in organic search results – you will appear high for phrases that your customers are actually searching for.

SEO is the most cost-effective long-term method of acquiring customers. Once achieved, the results will continue to work for you for years to come.

Greater visibility means more of the right people will find your offer at the right time – without paying for every click.

Fact · 01 / 03

90 %

users end their search on the first page of Google

The second page of search results is the best place to hide a treasure—or an offer no one will read. If your company isn't there, to your potential customer, you simply don't exist.

← Page 1 · TOP 10 · where 90% of clicks appear

Fact · 02 / 03

68 %

all online experiences start with a search engine

Two-thirds of your potential customers turn to Google first—not Facebook, not friends, not TV. If you're not visible at that first glance, they'll buy from someone else.

Search engine (Google, Bing) 68 %

Social media (FB, IG, TikTok) 20 %

Email & newsletters 7%

Display and other advertising 5%

BrightEdge · Organic Research

Fact · 03 / 03

5,6 billion

queries are sent to Google every day – and thousands of them are looking for your industry

Every hour your company isn't in the top 10 translates to hundreds of missed sales opportunities. SEO is the most scalable source of customer acquisition—the only one that works 24/7 without an additional per-click fee.

Google Demand | SEO Visibility | Top 10 Results

4.5 356 opinions

5.0 21 opinions

4.7

average of 377 reviews

Because what counts for us is the real effect, not just slogans.

"Our products appeal to discerning customers. That's why we sought a partner who conducts advertising campaigns with the same care, commitment, and sincerity as we do. Because what matters to us is real impact, not just slogans."

Anna Rutkowska-Didiuk

Co-owner of the Mokosh brand

We feel safe with Verseo

"The action plan is tailored to our capabilities, and that's the most important thing; we feel comfortable with it. We're laypeople, so we can expect different things, but people who are professionals in what they do and whom we trust give us guidance, and then we feel safe."

Paulina Branecka-Giec

Owner of the Galea brand

Giacomo Conti's tailor-made offer

The efforts of Verseo experts ensure a steady increase in the brand's visibility in the virtual space and increased sales in the online store. "I value Verseo for its partnership approach, communication skills, and work ethic, which results in higher sales."

Mateusz Stasiak

Head of Marketing and E-commerce Giacomo Conti

We combine empathy with hard data

"We decide everything together and don't have to check, ask questions, or wonder. We know what needs to be done, and it's delivered on time. Good communication, a climate of conversation, mutual trust. It's also important to us that there's a human being on the other side. This human, empathetic face of business."

Paulina Malicka

E-commerce Manager Costway

We generate profits for our customers!

"We were looking for a trusted partner who would propose ready-made solutions, implement them, and monitor the results on an ongoing basis. Verseo experts analyzed the situation and returned with a ready-made solution. In 2022, we increased sales by 40% year-on-year. Verseo's estimates are consistent with the actual situation."

Michael Tobias

CEO & Co-owner Fotoforma

Challenges? No problem!

"An important sales channel for us is online. Last year, we noticed a decline in sales in our online store. We turned to Verseo for help and together developed a recovery plan. For us, Verseo is a trustworthy partner we can commit to for many years."

Sławomir Bielenia

COO At MasterSport

Case Study: Rugito & Verseo

"Thanks to the reports we receive on a regular basis, we feel like we have our finger on the pulse. We know exactly where our money is going and how that translates into sales. What we value most about working with Verseo is the contact we have at any time of day or night, on virtually any matter."

Radosław Bartosik

Co-owner of Rugito.pl

We like to scale businesses!

"We derive many benefits from working with Verseo. The company handles the preparation of our entire campaigns, but also responds promptly to any market fluctuations and suggests budget changes when necessary. Verseo has been carrying out its work reliably for several years now."

Mateusz Fatek

CEO of Fatix

With search engine optimization (SEO), you gain visibility in organic search results – not by paying for advertising, but by proving that you are the most relevant and trustworthy option.

Search engine positioning

Build trust and visibility in organic results

SEO with Verseo combines technical improvements, on-page optimization, content strategy, and link building. The ultimate goal of SEO is to increase SEO revenue.

The changes implemented during positioning send signals to Google indicating that your offer is presented better than anyone else in your industry.

Let's be honest: when was the last time you looked at the second page of Google?

Technical optimization

Technical SEO

Your content deserves to rank high, but technical errors can effectively hold it back.

We'll take care of your website's loading speed, mobility, and architecture. We'll ensure that Google's algorithms not only find your site but, above all, recognize it as a safe, fast, and trustworthy resource.

Core Web Vitals & Loading Speed
Crawlability and indexation
Structured Data (Schema.org)
URL Architecture and Hreflang

ON-SITE SEO

Information structure and SEO on the website

We connect what your customers are looking for with what your website offers. We optimize every element.

From titles to content architecture, Google will ensure you perfectly match your content to user intent. This isn't just SEO; it's a strategy for building real visibility where it matters most.

Keyword and Intent Analysis
Content map and thematic clusters
Title, meta, and header optimization
Internal linking

Off-Site SEO

Authority and prestige

Gain the trust of algorithms and users. Our linking strategies build your company's online reputation.

Through targeted educational activities and mentions in prestigious places, we increase EEAT scores, and your website becomes the most relevant answer to customer queries for Google.

Link building white hat
Brand profiles and citations
Sponsored posts and digital PR
Strengthening EEAT

An important concept

EEAT

Experience · Expertise · Authoritativeness · Trustworthiness

A combination of experience, substantive knowledge, authority, and credibility – the foundation of Google's website quality assessment. This is especially important in YMYL industries (finance, health, law). Building a strong EEAT profile involves publishing content based on real-world practice and expert knowledge, as evidenced by author biographies, customer reviews, and valuable external links.

Website positioning - photo no. 2 — Strategic call with the client
Monthly visibility and KPI review

40+

SEO, content and link-building specialists

8 years

average in the industry – seniors, not juniors

24/7

visibility monitoring and drop alerts

Office in Poznań · we work with clients throughout Poland

Website positioning - photo no. 3 — Strategic workshop
Intent and keyword mapping

Website positioning - photo no. 4 — Technical SEO audit
Core Web Vitals and Indexation Analysis

Website positioning - photo no. 5 — Technical SEO Team
Daily work on implementations

How much does positioning cost?

Fair packages. No stars.

Wondering how much SEO packages really cost? Here's an honest breakdown. SEO is a long-term investment – the ultimate goal is to increase revenue from your SEO channel.

A package for you

Your advertising budget

We are playing for one goal: we provide funds at the start so that you don't have to wait months for the first results of our actions.

We're moving away from single-word SEO. We're building broad visibility, bringing your website to the top results for hundreds, even thousands, of keywords that actually drive sales.

We don't believe in ready-made templates. We design a unique SEO plan that directly addresses your business goals. We analyze the domain's history and potential to ensure that every action brings us closer to success.

No more waiting for email reports. Everything important—visibility and rankings—can be found in your client dashboard, accessible from anywhere in the world.

We implement and configure analytical tools (GA) to precisely measure traffic, visibility, and sales goal achievement.

Individual SEO strategy

Tailored to your business, industry, and goals. We don't sell templates.

SEO audit of your website

To start with, we analyze 63 points – from the technical condition of the site to the competition and the potential of phrases.

Constant contact with an expert caregiver

You talk directly to the creator of your strategy, not to an account manager.

Content and link development

Expert articles, sponsored posts, white-hat link building.

We do not remove links

After the cooperation expires, all acquired links remain – they are your property.

3 miesiące

increased visibility

Technical audit of the website
Technical optimization of the website
Linking strategy
Content Schedule

6 miesięcy

increase in traffic

Building a link profile
Delivery of 70% of the content specified in the contract
Further work related to the technical optimization of the website

from 9 months

revenue growth

Phrase caloric content assessment
Evaluation of conversion rate from the SEO channel and participation in the customer journey
Further enrichment of the website with content, links and support (according to the package)

month

1 2 3 4 5 6 7 8 9 10 11 12

Month 1

Audit and strategy

A 63-point audit, competitive analysis, and keyword research. We set goals and KPIs – we know exactly where you are and where we're going.

Technical audit
Phrase Research
Competition analysis
12-month strategy

Month 2–3

Technical and on-site foundations

We implement technical fixes, optimize existing pages, and build information architecture and thematic clusters.

Core Web Vitals
Meta optimization
Internal linking
Structured data

Month 3–6

Content, authority, first growth

Producing expert content, sponsored posts, and building a link profile. Visibility increases – you start appearing on valuable keywords.

Expert articles
Sponsored posts
Link building
First positions in the TOP 10

Month 6+

Scaling and Domination

The results demonstrate economies of scale. We're expanding our strategy, optimizing for AI Overviews, measuring SEO revenue, and scaling what works.

Top 3 positions
AI Visibility Overview
Increased SEO revenue
Quarterly review

Case Study · E-commerce beauty

Two years of cooperation with INGLOT

Most SEO agencies sell activity. We deliver real results.

Increase in sales from organic traffic

+ 240 %

after 24 months of cooperation · source: Google Analytics 4

+ 102 %

phrases in the TOP 10

2,961 → 5,990

3 542

phrases in the TOP 3

+80% vs start

> 100

backlinks

from the beauty industry

Google Visibility by Semstorm comparison 06/2024 → 06/2026

Project supervisor

We base our increased visibility at inglot.pl on the synergy of three pillars: technical optimization, substantive content, and proprietary link building. Close collaboration with the client is key – thanks to regular consultations, we quickly adapt our strategy to new offerings and current sales priorities.

Case Study · E-commerce · Compression Socks

SEO working non-stop for Kompresyjni.pl

23% of the company's revenue comes from organic traffic – all channels work together.

Increase in revenue from organic traffic

+ 747 %

year-on-year · source: Google Analytics 4

292

phrases in the TOP 3

+426% increase in transactions

23 %

share of organic traffic

in total revenue

SEO + Ads

full synergy

all channels

Data from google analytics 4 year-on-year comparison

Team Commentary

23% of the company's total revenue comes from organic traffic – the SEO machine is working non-stop. Integrating SEO with Google Ads and Shopping campaigns was key: each channel supports the others, and GA4 provides a complete picture of the customer journey.

Case Study · E-commerce · Online Optics

Appetite for more in e-okularnicy.pl

Increased revenue, transactions and visibility – the results are more than satisfactory.

Year-on-year revenue growth

+ 67 %

Year-on-Year Comparison · Source: Google Analytics 4

+ 46 %

increase in transactions

1,200 phrases in the TOP 10

1 200

phrases in the TOP 10

stable increase in visibility

3 channels

SEO · Google · Meta

full synergy

Data sources: GA4 · Google Ads · Meta

Klient

The results are beyond satisfying. We're hungry for more! Verseo understands the specifics of e-commerce and combines SEO with paid campaigns so that one channel doesn't cannibalize the other.

Case Study · E-commerce · photo accessories

All channels integrated in Fotoforma

Ready-made solutions, implementation and monitoring – one partner for many fronts.

Year-on-year sales growth

+ 40 %

ROAS is increasing across all channels

↑ ROAS

in all channels

SEO + Google + Meta

+ 40 %

sales growth y/y

year-on-year comparison

4 channels

full integration

SEO · Ads · Meta · GA4

Źródła: GA4 · advertising platforms

CEO

We were looking for a partner who could propose, implement, and monitor turnkey solutions. Verseo delivered. Instead of juggling multiple agencies, we have a single team that keeps everything running smoothly.

Case Study · Premium fashion · e-commerce

Stable premium growth with James Conti

Higher sales are the result of a partnership approach and ethics – not aggressive practices.

Year-on-year sales growth – premium segment

Stable

ROAS is increasing across all channels

↑ ROAS

all channels together

Google · Meta · SEO

y/y ↑

stable sales growth

premium segment

3 channels

coherent strategy

one partner

Źródła: advertising platforms GA4

Marketing Manager

I appreciate Verseo's partnership approach and ethics – higher sales are the result. Premium fashion isn't about maximizing clicks, but building a brand long-term, and Verseo understands this.

Transparency

No more question: “What am I actually paying for?”

Our SEO activities are fully measurable and reportable – you can be 100% sure that your investment is contributing to your success.

Transparency of activities
You can see every modification on your website.
We monitor movement and positions
Position and traffic statistics are available in the Customer Panel 24/7.
Monthly summaries
Monthly report on work performed and website condition.
White Hat SEO Only
Techniques compliant with Google guidelines. Risk-free and spam-free.

Monthly Report May 2026

Visibility on Google

+24,8% y/y

JanFebMar kwMayJunelip

1 248

phrases in the TOP 10

+ 187

89 320

organic visits

+ 24 %

links acquired

this month

What about AI Overviews and Search in ChatGPT?

This is part of our service (GEO – Generative Engine Optimization). We optimize your content, data structure, and link profile so that your company appears not only in Google but also in Google AI Overview, Bing Copilot, ChatGPT, Gemini, and Claude responses.

How long does positioning take?

SEO is a long-term process, more akin to a capital investment than a short-term advertising campaign. The effects of work implemented today become fully visible after a few weeks or even months, but once achieved, positions build brand value for years to come.

Key milestones and timelines

The project's timeframe depends on the competitiveness of keywords, budget, and scope of the activity (local vs. nationwide). The standard timeline for results is as follows:

4-8 weeks – first effects of technical optimization (on-site) and changes in the code and meta descriptions.
3-6 months – a significant increase in the website’s visibility and a real increase in organic traffic.
6-12 months – achieving dominant positions for key, competitive phrases.

What does the duration of positioning depend on?

The SEO process is determined by many factors, such as the technical condition of the website, the capabilities of the CMS system, the competitiveness of phrases and the scope of the SEO specialist's powers.

Key aspects influencing the work schedule :

Initial optimization Preparing a website for ranking requires close collaboration with the owner regarding content approval, headline structure, and programming changes. This is a critical step, the duration of which depends on the speed of decision-making and implementation.
Continuous nature – in the case of websites dynamically developed with new content, the optimization process does not have a fixed end date – it is a permanent activity.
Durability of changes – website stability is crucial. Removing implemented optimizations or performing a deep site redesign without SEO supervision results in the loss of achieved results and the need to start over.

Do you guarantee the position?

No, and no reputable agency does. Google updates its algorithms frequently, and rankings also depend on competitor activity. However, we guarantee transparency, measurable results, and full reporting—and that we use only white hat SEO techniques.

How to determine SEO priorities?

An effective strategy requires synergy between your business knowledge and the experience of an SEO specialist. For SEO to deliver the desired return on investment, you must precisely define your goals:

Sales domination – focusing on phrases with high purchase intent.
Building an expert image – positioning of educational and guide content.
Brand recognition – increasing reach in broad industry categories.

Clearly defining priorities allows the SEO specialist to choose the right path to achieve the goal and effectively manage the budget.

How visible are the basic effects of positioning?

Effective SEO is demonstrated not only by high rankings but also by the professional presentation of the website. The three fundamental elements that build click-through rate (CTR) and user trust are:

Page Title (Title Tag) – a concise headline (approx. 80 characters) that defines the content of the subpage and contains key words.
Meta Description – 150-250 character text. Its purpose is to encourage user interaction by providing a precise summary of the page's content.
Friendly URL – a clear and simplified address structure that provides information about the domain’s subject matter without unnecessary character strings.

Proper optimization of these elements ensures that users find content that precisely matches their search query. High match quality minimizes bounce rates and is essential for competing for top positions in Google's competitive environment.

How to measure positioning effectiveness?

The effectiveness of SEO activities is assessed by achieving business goals measured using KPIs. The most important of these include:

Increase in organic traffic and improving the position of key phrases (TOP10, TOP50).
Conversion increase (sales, inquiries) coming from the search engine.
Improving behavioral science – increased session time and decreased bounce rate.

To reliably monitor the results, analytical tools such as Google Analytics, Google Search Console and professional external platforms for monitoring the position and visibility of the domain are necessary.

Positioning independently or with an agency?

The choice of SEO model depends on your priorities:

Independently – a free option, but requiring a significant learning curve and fraught with the risk of costly mistakes. Ideal for those with great determination who desire complete independence.
With the agency – a paid solution that allows you to focus on running your business. You gain access to experts, professional tools, and secure strategies, minimizing the risk of penalties from Google.

If you value your time and expect consistent results, choose an agency with good reviews. If you want to save money and aren't afraid of trial and error, prioritize education and self-improvement.

Why are SEO contracts long-term?

The nature of SEO as a continuous process makes contracts concluded for periods shorter than 6-12 months substantively unjustified. This stems from several key factors:

Time for implementation and indexing – The first few months are a phase of audits and deep optimization. The effects of these changes depend on the frequency of visits by Google robots, making short deadlines unreliable.
Security Strategy – SEO is a "marathon, not a sprint." Sudden actions can be deemed unnatural by algorithms. A stable contract allows for a careful allocation of resources and the gradual building of domain authority.
Risk of frequent changes – changing agency every few months destabilizes your link profile and content strategy. Each new entity introduces its own methods, often resulting in reversing any progress already made.
Reliable analytics – A longer contract allows for monitoring results and adapting to changing Google algorithms. This allows for a dispassionate assessment of the effectiveness of actions, free from the emotions associated with a lack of immediate results.

Long-term collaboration protects the client's interests. It ensures that the agency has time to fully implement its strategy, and that the resulting growth will be stable and resistant to market fluctuations.

Can I resign during cooperation?

Yes, in accordance with the terms of the agreement. We do not impose penalties for early termination. Importantly, we do not delete any acquired links after termination. Everything we have developed remains yours.

What industries do you work for?

For e-commerce, B2B SaaS, local services, medicine, finance, education, and much more. We have experience in YMYL (high-EEAT) industries and highly competitive niches. The only industries we don't pursue are those that don't align with our values.

What budget should you allocate for SEO?

The amount of investment in SEO is a personal matter. The budget depends primarily on the website's condition, the number of keywords, and the intensity of competition in the industry.

It's worth remembering that too low a financial outlay rarely yields tangible benefits. A professional specialist determines the actual cost only after conducting a website audit and competitive analysis. Such a valuation allows for an estimate of the resources necessary to effectively compete for top positions in Google.

What is the difference between local and national SEO?

Local SEO focuses on phrases with geographic intent (e.g., "hairdresser Poznań") and Google Business Profile and map optimization. National SEO focuses on achieving nationwide visibility for industry-specific phrases. We can do one, the other, or both – depending on your business.

Can positioning be stopped after achieving results?

Achieving a top-three position doesn't mean the end of your work. SEO is an ongoing process, and ceasing to work carries risks:

Competition activity – Market rivals are constantly optimizing their services. Your inactivity is an opportunity for them to steal your traffic.
Google algorithms – the search engine promotes websites that are current and systematically developed.
Loss of investment – a sudden drop in visibility after work is stopped means that previously incurred costs are partially wasted.

Maintaining a competitive advantage in search engines requires constant attention to your content and link profile. Success, once achieved, requires systematic maintenance.

Website positioning – what do you need to know?

Website positioning and SEO are our natural activities. We'd be happy to implement them on your domain to increase conversions. We know that long-tail keywords aren't the ideal target for your business. If you want to acquire more customers, invest solely in effective channels, make data-driven decisions, and optimize campaigns, learn the ins and outs of effective website positioning with Verseo and translate them into real benefits for your business!

What is website positioning?

The days of simply purchasing a domain, setting up a store, and waiting for hundreds of customers to arrive are long gone. Competition is fierce, and the pandemic has made standing out even more challenging. However, appropriate SEO practices allow you to overtake your rivals and take a place in the TOP10.

Search Engine Optimization (SEO for short)

Google SEO (search engine optimization) is a complex process that involves approximately 200 different factors. These factors influence a website's presence on the first page of search results for specific phrases, which increases domain traffic and sales potential.

What is the goal of website positioning? Achieving the highest possible position in search results for queries about a service or product and reaching potential customers. We aim high – the first page of Google, meaning a spot in the TOP 10. The result of positioning? A presence in the top ten search results increases the chance of clicking the link leading to the website, acquiring new users, and ultimately, a customer!

The fight for top positions in SERPs (Search Engine Results Page, i.e. the search results page displayed in response to specific user queries) is much more than just properly filling headlines and texts with keywords.

What else influences SEO effectiveness? Among other things :

proper website structure,
website optimization (UX and SEO),
speed of operation,
attractive link profile.

Without technical optimization, your website won't be visible, but Google positioning through the creation of valuable content, unique product descriptions, and proper coding and intelligent linking will ensure your website appears higher in search results. This is the goal of SEO.

Competition in website positioning is fierce – it's hard to imagine a more competitive working environment than the internet. Your goal is always the first page of search results – that's where over 90% of Google users stop.

Search Engine Secrets – What Affects Google Ranking?

It's estimated that approximately 200 SEO factors influence a website's position in Google. Their weight and number change periodically as a result of algorithm changes introduced by Google. Google doesn't encourage "intentional" efforts to move a website up in search results (beyond organic content additions and code optimization). For this reason, it's very reluctant to share precise data on which activities positively impact SEO. As a result, SEO specialists must rely on their experience and constant testing of various solutions.

When will website positioning in Google be effective?

Website positioning in the Google search engine works in specific situations. It's good to be aware of a few facts before deciding to use such a service.

Website positioning is perfect for online storesThey offer a number of subpages that can naturally be used for this task.
Website positioning is designed for long-term effect and permanent anchoring on the search page. It requires working with a relatively fixed set of keywords and adding new keywords (as needed and as new market opportunities arise). Periodic changes to the initially selected keywords are not beneficial for website positioning and should not be made.
Website positioning is effective in promoting services and products of most industries present on the Internet. However, it's important to remember the idea of building SEO, even if only for the so-called long tail. Many areas are so competitive that SEO can take a disproportionately long time to achieve the expected benefits.

Why is it worth positioning your website?

SEO services are constantly evolving, both in terms of the methods used and the way keywords are selected and evaluated. However, their goal remains unchanged. SEO is the process of ensuring a website achieves top rankings in a given search engine.

Why won't paid advertising replace SEO?

Therefore, if you're looking for organic visibility, it's worth considering a SEO service. Promotional activities related to SEM or social media won't translate into organic results. Unlike website SEO, however!

Online marketing is a very broad category. Maintaining a long-term online presence requires the use of all of its components. Investing in just one element, such as Google Ads or Facebook ads, can generate profits, but once the campaign ends, the benefits of these activities significantly decline. Enhancing them with SEO, which aims to generate long-term benefits, allows for the gradual acquisition of new customers and provides excellent support for other forms of advertising.

To sum up, website positioning allows you to :

increasing the website's visibility in organic results,
obtaining benefits from the actions taken in the long term,
increasing website traffic,
acquiring new customers,
support for other forms of advertising.

The main advantages of positioning

A well-positioned website guarantees high rankings in the SERPs (search engine results). This, in turn, provides a chance to significantly increase website traffic and attract new customers!

Many users still ignore Google Ads ads (despite their good fit with the search query) and automatically go to organic results. Therefore, being in the top positions is invaluable.

Verseo is positioning phrases without limits

SEO is typically conducted based on selected keywords specified in the contract. However, at Verseo, we offer a broader approach, focusing not only on a few phrases. We'll expand your website's visibility with dozens, hundreds, or even thousands of new phrases that generate valuable traffic.

Well-executed website SEO often yields results in the form of long-tail traffic. Effective website SEO also provides longer-lasting results that can persist beyond the contract's end (unless the domain is penalized by Google, the website changes, is deactivated, or is removed from the index). This is a significant advantage over Google Ads campaigns, whose results last until the budget is exhausted.

Another advantage? Most SEO campaigns require less financial investment than other online advertising activities. In the long run, this allows for attractive returns on investment. A well-executed campaign yields SEO results within the first few months and continues (and even grows!) in subsequent months.

The power of a long-term strategy

Focusing on activities spread over time, while investing in individual store optimizations, allows you to improve your visibility in search results and attract new customers.

Types of search results

The results displayed in SERPs after entering a query into a search engine window differ. These primarily include paid results (sponsored, e.g., Google Ads, Google Shopping) and unpaid results (organic, related to Google My Business and Google Maps).

As you can see, specific result groups relate to different types of services, such as tourism or local shopping. Therefore, our message may not be available in certain search engine spaces.

In summary, Google search results differ in appearance, character, and suitability for use in advertising campaigns. Their common denominator is their function: to facilitate internet searches and offer the most relevant results.

How to measure positioning effectiveness?

It's easier to move in a specific direction when you have a specific goal. SEO is no different! To assess the effects of website positioning, we first need to determine what we want to achieve. We can verify the effects of website positioning by defining appropriate KPIs.

Key performance indicators (KPIs) are determined individually for each brand. They allow us to precisely define the success of our SEO efforts. It's worth devoting considerable attention to them and seeking advice from the agency we're outsourcing our SEO work to. These indicators will guide us throughout the SEO process, building our website's visibility over time.

The most commonly used KPIs measuring the effects of website positioning include:

increase in valuable website traffic,
increase in the number of conversions from the organic channel,
decreasing bounce rate,
increase in the number of keywords in the TOP10 and TOP50,
improving the position of key phrases for business,
increasing the average time spent on the website.

To analyze the results of our SEO efforts, we can use: Google Analytics – a free tool from Google that allows us to track the behavior of users visiting our domain. Using GA, we can collect information about website traffic, bounce rates, page views, time spent on our website, and conversion rates.

An important piece of information for those running paid campaigns is the ability to connect your Analytics account with Google Ads and Facebook (when implementing a pixel on your website). This will allow you to analyze traffic and conversions, identifying the most effective sources of new contacts. To reliably collect data, it's essential to properly calibrate the tool.

Control your Google rankings with GSC

Google Search Console – shows how your website is ranked by search engine robots. This allows you to monitor how many keywords your domain is appearing in the top positions for and what actions are behind those impressions. Additionally, you'll receive a list of phrases for which your website is appearing in Google, as well as information on the click-through rate (CTR) (indicating the ratio between link views and subsequent actions taken by the recipient). The tool does not use internal data collected from our website.

There are also many paid tools available on the market. Some of the most popular and noteworthy include Senuto, Semstorm, Ahrefs, SurferSEO, and Semrush. These tools use proprietary algorithms that mimic those used by search engines. They allow you to analyze your website's positioning, estimated traffic, and the visibility of your biggest competitors.

Visibility for specific keywords

In online marketing, keywords are determined based on website analysis using appropriate tools. This serves as the basis for creating valuable, substantive texts, as well as key website elements – titles, descriptions, headings, and content. In the broadest sense of the word!

Why are we doing this? Visibility for specific keywords allows you to more easily “catch” potential customers.
How It Works? Users enter specific words into the search box, which can lead them to our offer. The order in which pages related to a keyword are displayed is not random – as Google grows and becomes more popular, the algorithm that sorts the data collected in its index also becomes more complex.
Objective? To deliver the most relevant results and answer user questions as accurately as possible, it's crucial to create website content that reflects the keywords for your business and audience. This increases your chances of achieving top search engine rankings and attracting new customers!

Number of page visits from search engines

Top search engine positions, which we can strive for, among other things, by using the right keywords, directly translate into the number of visits to our domain. How can we ensure an increase in valuable traffic? Through technical website optimization and adapting to the preferences of search engine robots. In short, through SEO.

Website optimization, which allows you to increase the number of visits to your website from search engines, can be divided into:

Technical optimization – in this case, we can talk about code optimization, website speed, or fixing any errors within the website.
Optimizing content on the website – its refinement (adding keywords, headings, meta descriptions, ensuring the uniqueness of materials), expansion (with new descriptions or blog materials).

How can you verify whether your website SEO efforts are delivering the intended results? Tools like Google Search Console or Google Analytics will be useful. They allow you to track domain traffic, including determining the number of search engine visits to your website within a given time period. Importantly, the data analyzed can be specific to a single URL or the entire website.

Revenue from organic traffic

In an era of such fierce competition, the fight to increase the number and value of conversions must be fought across various advertising channels. It's crucial to focus on acquiring organic and paid traffic to not only intensify efforts but also avoid becoming entirely dependent on a single medium.

Why is this so important? Because paid activities that deliver quick results tend to decline after their budget is exhausted. Organic, although more time-consuming (but also more cost-effective), maintains greater stability in achieved results. Patience pays off!

Website optimization, based on, among other things, the following factors, influences the increase in traffic volume and calorific value :

improving page loading time,
organizing the divisions of the assortment (categories),
solving the possible problem of content cannibalization (utilization of existing content and creation of new entries),
external linking (link diversification is important).

What are the results? Primarily, an increase in search queries and organic visits. Why is this happening? Skillful website positioning allows it to secure high rankings in organic search results.

Get to the top of search results and gain customers

Results at the top of the rankings, or the so-called TOP positions, receive more clicks. Occupying them directly translates into increased chances of attracting new users and, later, converting them into customers.

Website optimization (SEO) – what does it consist of?

Website positioning is a set of activities aimed at ensuring a domain's maximum visibility in search engine results, and consequently, increasing the number of visits from potential customers. Website positioning is influenced by many ranking factors that make up the Google algorithm.

Some ranking factors are beyond the control of the website owner and SEO specialist. When positioning a website, we focus on a range of activities over which we have direct influence.

The scope of work performed during positioning depends on several factors:

website audit results performed at the start, immediately after signing the positioning contract;
link audit results, which we also perform after signing the contract – it provides information about the current and past link profile (we often use the terms "fresh" and "historical" link profile in relation to these two categories);
website construction;
technologyin which the website was created;
transferred to an SEO specialist access to the website – depending on the website, this may be access to the server (FTP), the content management panel (CMS) or both;
keywords selected for positioning.

SEO Fundamentals – What Do Users and Google See?

What influences a website's SEO, and is visible to a standard search engine user, is the title, URL, and a brief description of the page's content. This is just the tip of the iceberg, but in the competitive Google search environment, it's rare for a page to appear first without optimizing these three points. What else influences a website's SEO? Below, we take a closer look at each element!

SEO – website optimization for the Google search engine

Website optimization refers to the scope of work performed on a website to prepare it for interaction with Google's web crawlers. Optimization translates into easier indexing of the page and, consequently, increases in its ranking. What do we do as part of optimization, what can we do in collaboration with the client, and what do we not undertake?

What do we do when performing optimization?

The scope of our work depends on the access we have received, the structure of the website, the technology used to create it, the client's acceptance of the work being carried out, etc. Once we have presented an action plan for website optimization and we receive the "green light" to begin the activity, then:

We connect the website to Google Search Console. This allows us to monitor its performance and indexing by web crawlers.
We introduce friendly subpage addresses – if the website allows it.
We add subpages – if needed.
We transform one-page websites into more complex sites.
We provide the website with valuable links – in line with the chosen positioning strategy.
We monitor positions for keywords selected for positioning every day – clients have access to a panel where they can see the achieved positions.
We are working to remove any filters and penalties that may be affecting the site. The final decision regarding amnesty rests with Google.
We make sure that the website is available at one address – we perform redirects if necessary.
We perform an audit of the website and valuable links – a review at the start of the contract.
We optimize meta tags, especially on the home page, subpages with menus, and those related to categories and SEO keywords. In the case of online stores, it's not necessary to optimize every product page.
We deliver new content to the website and remove duplicate content if necessary. Content-related actions require client approval, and we implement them only after obtaining client approval.
We check whether the page is indexed by Google (robots.txt, canonical, index, follow). If the page is excluded from indexing, we report it. We ensure that web crawlers have access to it.

How do we work with clients?

We are introducing a Blog or News section to the website.
We send guidelines on how to create valuable content for the website.
We prepare sample entries for the company blog.
We can offer content marketing solutions – this is an additional fee.
We send guidelines related to website reconstruction or a new version of the website – we advise on how to ensure the website is SEO-friendly from the start.
We can provide SEO training – this is an additional fee.
We prepare a dedicated link base for a given client – this is an additional fee.

What do we not do as part of an SEO contract?

We do not perform a thorough website overhaul in terms of speed, loading, image optimization, etc., which are indicated by tools such as PageSpeed Tools Insight.
We do not provide full-page content, descriptions of each product, etc. – however, it is possible to additionally outsource this to copywriters cooperating with Verseo.
We do not update CMSs (this also applies to online stores).
We do not perform work within the scope of the duties of a website administrator.
We do not make copies of customer websites and do not store them in case of failure.
We do not deal with the servers on which the websites are hosted - we can inform you that there is a problem with them.
We do not clean websites of viruses.
We do not remove traces of hacking on the website.

Content optimization for positioning

Words are powerful! Both the headline, URL, and meta description should include the phrase the user entered into the search engine (keyword). This will ensure that the page or subpage appears in Google search results as part of the search query. It also provides navigation for the searcher.

Content optimization also involves removing duplicate content. Text copied from other websites (e.g., manufacturer product descriptions) or repeated across different pages within the same domain reduces the site's value to web crawlers. Therefore, brand positioning requires removing duplicate content and replacing it with original content or using canonical tags if the same text must appear in multiple tabs.

An SEO strategy tailored to the site, not the template

The scope of work of an SEO specialist is individually determined each time for a specific website, due to its specific needs and shortcomings (issues that require modifications and corrections so that the website better meets the preferences of web robots).

SEO optimization and internal linking

Properly implemented internal linking is considered one of the most important elements of website optimization. Its goal is to simplify navigation , which translates into a more comfortable browsing experience. But that's not all! Internal linking also allows for better indexing, higher search engine rankings, and, consequently, increased page views and increased time spent on the site. An additional benefit is a reduced bounce rate.

The process of internal linking involves placing links to other pages on a given website within the text . A link is typically placed within the text, taking the form of one or more words. These words are highlighted in color and underlined. Linking requires sensitivity – both in terms of anchoring and consistency with the rest of the text. It's also recommended to use words that clearly indicate what content the user can expect after clicking the link. Avoid placing links using phrases like "click here."

What does website optimization alone give us?

Since we're meeting here, it means you're very conscious about your website's online visibility . Why do you do this? Probably to attract customers and ensure increased sales . Obviously! This is exactly where website optimization and SEO will help you.

Win the race against the competition

The competition is getting fiercer every month, and breaking through with your offer requires advanced gymnastics! Website optimization makes this process easier.

Websites, even the best and most expensive ones, are typically not created with the involvement of SEO specialists. They are designed with sales and image in mind, and may provide ease of content editing, introducing new products, and so on, but not necessarily with search engine robots in mind.

The solution in this case is website optimization performed by a SEO specialist. This optimization focuses on user-friendly URLs, meta tags, image optimization, improving page loading speed (if it's at a level that hinders the SEO process), and the content on the page (its quantity and uniqueness), among other things.

Are these elements only important in the context of SEO? Definitely not. Properly crafted meta descriptions are a way to entice potential customers to visit your website right from the start of browsing search engine results, not just for web crawlers. User-friendly addresses make it easier to understand the structure of a website.

A fast website also encourages visitors to stay on it – after all, waiting for a desired subpage to load can be a test of patience that not everyone can pass, and as a result, they will leave a slow site discouraged. Optimizing a website or online store for content brings benefits in the form of unique texts, which are more likely to be memorable and attention-grabbing.

The emphasis SEO specialists place on content quantity translates into providing a greater dose of information to potential customers, which can positively influence their purchasing decisions. It's worth noting that website optimization performed by an SEO specialist translates into a higher quality score for Google Ads campaigns, and therefore also to higher cost-per-click and ad position. This is a strong argument for optimization.

Correct errors, increase visibility

Key website components that may require optimization include errors in the header section (which hinder SEO), menu structure, linking, and content. Optimizing these will positively impact your domain's position in the top 10 or near the top.

What does this mean for you and your business? Increased chances of acquiring new customers. This is due to two main reasons:

Better visibility in search results, if you're not on the first page, it's unlikely anyone will look further. Except for immediate family members.
Increase website trafficIf you are visible, interest in your website content increases. If you manage to attract a user to it, you increase your chances of converting them into a new customer!

Website optimization is the first step towards positioning and positively influencing conversion growth.

SEO optimization strategies

Creating a fast website and delivering high-quality content requires, among other things, changes to the website's code, product display, and analysis of competitor content. The decision to implement specific changes is based on search engine guidelines and the experience of the SEO team. The combination of these two elements facilitates the identification and implementation of current techniques that will increase your presence in the SERPs.

Implementing optimizations typically helps improve a website's rankings. The positive effects of optimization can be visible within days , and in some cases, within weeks. However, the key to continued success is the ability to critically evaluate changes and modify them to achieve even better results. With a one-time optimization, this isn't possible, and the website's potential significantly decreases.

However, that's not the only problem. Google is known for constantly improving its search results algorithm. Smaller changes occur every few weeks, and larger ones every few months. The scale of this phenomenon can be seen HERE . Below is a list of changes—confirmed and unconfirmed by the search engine—that have been made to the algorithm since 2000.

This algorithm "instability" impacts website visibility. A few years ago, with the Panda and Penguin updates, Google removed sites with weak, spammy links and low-quality content from search results. While these changes may seem less dramatic in recent times, they can still cause confusion, as was the case with the Medical Update in 2018.

Protect your business against algorithm changes

When undertaking SEO, a specialist or agency is prepared for these types of sudden changes. A drop in visibility and positioning on keywords most important to the client is a signal for action – determining the causes, defining the scope of changes, and implementing modifications to the current optimization that will mitigate the negative effects of the algorithm fluctuations. Without the involvement of a SEO specialist, the risk associated with algorithm modifications increases and may block further increases in visibility and the ability to reach new users.

SEO with Verseo begins with a website and link audit . The information obtained serves as the basis for developing a SEO strategy, including:

website optimization, e.g. in terms of speed,
optimization of meta tags in terms of keywords specified in the contract,
preparation and implementation of unique content of appropriate length
and search engine optimized,
linking divided into stages and diversified in terms of type and source of links,
performing redirects,
implementing improvements and changes suggested by Google Search Console.

It's impossible to implement all changes in one go . Every website is different, so comprehensively optimizing a site would be expensive and time-consuming. Changes should be implemented in a sequence that is determined by the potential benefits and costs involved.

However, it is important to be aware that search engine algorithms are evolving, so throughout the duration of the cooperation, minor or major corrections are constantly introduced to adapt the website to the current Google webmaster guidelines.

When developing an SEO strategy, it's also worth planning how to evaluate the results of your work. Analyzing periodic monitoring reports will prove useful for this purpose, as they provide an objective assessment of the implemented and monitored activities.

Positioning – how is it different from SEO?

"Setting up" and "optimization" are not synonymous. Optimizing a website or online store is one element of the SEO process. Sometimes, a client only wants an SEO specialist to optimize their website, rather than having the specialist conduct the entire SEO process.

However, it is difficult to talk about effective positioning without the possibility of carrying out optimization (although in very specific conditions good results can be achieved only thanks to external work, this should be treated as an exception to the rule, not worth imitating).

SEO and positioning – the difference

SEO is a comprehensive approach to improving a website's visibility in natural search results. SEO and link building are part of a broad spectrum of activities. Beyond these, optimization also includes monitoring and eliminating potential threats to SEO, as well as identifying and implementing beneficial solutions.

The most common threats detected by SEO specialists include outdated solutions
technological or content theft from websites. SEO specialists often have to deal with the website owner's reluctance to make changes to the website.

Linking is just a complement to the strategy

More than half of the work required to achieve the success of most SEO-friendly websites is spent analyzing, preparing, and implementing optimization changes. Link building complements thoughtful optimization. The benefit of website monitoring is implementing actions on the SEO-friendly page before the competition.

Positioning involves optimizing a website.

An incorrectly or under-optimized website will be problematic when it comes to SEO.

If it is possible to position it well using links alone, the effect will most likely be short-lived or will last only until further, cyclical changes are introduced in the search engine algorithms that assess the quality of links.

A properly optimized website that is also properly linked achieves rankings for the most important keywords and gains traffic from so-called long-tail phrases.

To achieve spectacular results, ongoing optimization, implementation of changes, and analysis of the results are essential, followed by further optimization and implementation of changes based on these results. The effectiveness of SEO work is guaranteed by continuous optimization processes and consistent streamlining of all essential areas related to website operation.

Synergy of on-site and off-site activities – a comprehensive approach to SEO

Positioning is a process covering two basic areas of activity – hence the division into:

on-site SEO – carried out within the website, e.g. content creation and internal linking)
off-site SEO – including, among other things, linking the website to external websites).

The presented segmentation was introduced to facilitate the acquisition of knowledge on this topic. Effective website positioning in Google requires combining activities from both areas, which we describe in detail below.

On-site SEO – what is it?

On-site SEO refers to all website optimization activities . Their goal is to speed up the website's performance and make it simple and convenient for users to use.

From audit to success – how do we plan changes?

While the essence of the concept can be summed up in a single sentence, there are countless elements that come into play when improving a website. Each website requires a different action plan, and areas requiring optimization emerge during an SEO audit.

Examples of On-Site SEO Activities

Most often, positioning websites in Google involves introducing purely technical changes (such as improving the page loading speed, its responsiveness, internal linking) as well as supplementing the domain content with texts saturated with keywords (optimizing the page content).

The most common activities undertaken as part of on-site SEO include:

JS and CSS code minification This process involves removing unnecessary characters and comments from the code and optionally changing long function names to shorter ones. This reduces the page size, which in turn allows for faster page download and rendering.
Error elimination – if, for example, the content of subpages has been deleted within the domain, as a result of which the user sees an error after entering them, the SEO specialist introduces 301 redirects to other tabs.
Text formatting For a website to be highly ranked by algorithms, its content must be easy for users to digest. Therefore, it must be properly formatted (H1, H2, H3 headings, paragraph division, bullet points, etc.).
Adding texts – Google ranks highly for websites that offer users a large amount of high-quality, useful content. Therefore, effective website positioning often requires supplementing the site with various types of content. The basic step is to introduce category and product descriptions for online stores, or offer descriptions for service industries. The SEO specialist may also decide to add content to the homepage and other subpages, or create a blog to create space for more content.
Entering keywords – High search engine rankings are largely dependent on the presence of keywords in the text, i.e., queries entered by users into the search engine. Positioning websites in Google therefore requires identifying the phrases with the greatest potential for a given business and infusing them into existing and new texts.
Eliminating duplicate content – Text copied from other websites (e.g., manufacturer product descriptions) or repeated on different subpages within the same domain reduces the site's value to web crawlers. Therefore, effective brand positioning requires removing duplicates and replacing them with original content or using canonical tags if the same text must appear in multiple tabs.
Compressing photos and videos – Visual materials on the website must be high quality, but they shouldn't take up too much space. This will make the page take much longer to load, which will result in lower ratings from both algorithms and internet users.
Introducing meta tags – Meta tags don't appear on the website itself, but they provide important information for search engine robots that evaluate the site. The most important elements of this type include the meta title – the titles of individual tabs – and the meta description – short descriptions of the content of a given subpage.
Introducing browser caching – This allows the user to save data about the website on their device's hard drive after their first visit. This means that on subsequent visits, it's not necessary to load all the page elements from scratch, so the page loads faster.
Menu redesign If website navigation is unintuitive, there's no chance of your domain ranking in the top spots. Therefore, it's often necessary to redesign the menu to improve its usability for users.

Penalties – what is worth knowing about them?

In the context of SEO, we talk about websites penalized by Google (a so-called filter or ban). Such a penalty hinders or prevents effective website positioning.

Google penalties are divided into:

Manual penalties – Information about a website being penalized can be found in Google Search Console. After meeting certain conditions and reporting the matter to Google, the penalty can be removed from the website.
Algorithmic penalties – information about them isn't available in Google Search Console, making them harder to detect. Only a change in Google's algorithm can grant amnesty to a site penalized in this way.

A website that has been penalized by Google in the past creates a "negative history" in the search engine, which translates into difficulties in positioning it. Google favors websites with a clean criminal record and places them higher in search results.

Penalties from Google

Removing a manual penalty from a website is possible, but it's a time-consuming and labor-intensive process that may not be successful immediately. If a website has been penalized by Google in the past, it's worth informing your SEO specialist right away.

Each website is unique, however, so SEO specialists don't always perform all of the above-mentioned activities, and sometimes they add others to the list that we haven't mentioned. That's why a professional SEO audit is such a crucial element of any website positioning process.

Off-site SEO

Off-site SEO is the process of positioning a website by building a profile of external links (link building) . A high-quality link database signals to web crawlers that a given website is readily recommended by users and can therefore be considered valuable.

Some of these links typically appear without the involvement of a SEO specialist – internet users themselves post links to interesting content or products on forums or websites. However, this number is not sufficient to compete for top positions in search engine rankings. Therefore, one element of website SEO is acquiring links that will increase the website's "strength" in algorithmic evaluation.

The SEO specialist performs a link audit, creates a linking strategy, identifies which existing links are redundant or potentially harmful to the website, and removes them. Their activities also include addressing any Google penalties manually imposed on the website. These activities do not require access to the website—for this reason, they are called offsite activities.

External linking – where to link your website?

A dozen or so years ago, it was common practice to link to a website wherever possible. This resulted in the creation of very low-quality, spammy sites that served solely as links and provided no value to the user.

Initially, this strategy yielded results, but Google quickly clamped down on these practices with an algorithm update known as Penguin. The result was a revolution in the SEO world. Overnight, sites from the top spots were pushed to the bottom of the internet, giving way to sites that employed more honest practices.

Only strong links – how to build website authority?

Today, only high-quality links can help a company rank in Google. Therefore, before deciding to link to another website, it's worth checking its quality. Specialized tools like Ahrefs, Surfer SEO, Senuto, and Semstorm can help with this. They show which websites achieve high visibility and top positions in search engine rankings, and are therefore considered valuable by the algorithms.

However, it's not always necessary to purchase space for sponsored links on giant portals . Publications on such sites are typically very expensive, quickly depleting the link building budget. It's often more cost-effective to choose smaller, local or industry-specific portals that have a long history and a good reputation, though they aren't as recognizable.

This allows us to gain more valuable links within the same budget, which helps us build our online visibility. It's also worth analyzing which websites are being visited by people who might be interested in our offer. If we find them, we can not only gain links but also new customers.

Sponsored articles can be ordered either directly from the publishers of a given portal or through a platform that mediates such transactions. The latter option is simpler because it provides a list of portals that cooperate with the platform and pricing for placing articles in specific locations.

However, we absolutely should not use offers on Allegro and similar platforms, where sellers offer hundreds or even thousands of links for pennies. Such links will, at best, be completely worthless and will have no impact on search engine rankings; at worst, they may even lower a website's ranking.

So, where should you link your page to do it right? These include:

Placing links in publicly accessible places This means posting links to the website on industry forums, in threads related to a given product category, or in a topic from a blog post. This method is becoming less and less common, partly due to the declining popularity of forums.
Link exchange with influencers, industry experts, etc. You can also leverage existing industry connections or develop new ones and ask for a link to your website on someone else's site in return for the favor. In this case, we can provide the partner with a link, or they can write an article about your company.
Request a review in exchange for products This method of acquiring links is available to online stores. It involves sending free samples to influencers in a given field, who then post reviews of these items on their websites along with a link to the online store. This is effective because it not only secures links but also increases brand awareness and has PR benefits. However, using this method comes with the risk that the reviews may not be as favorable as desired.
Buying links Purchasing links on news portals, industry websites, blogs, and other valuable online venues is also common. By paying a fixed fee, you can submit an article you've written or order a post with a link pointing to a specific subpage of your website. Many websites offer space for such sponsored articles, from small, industry-specific sites to large portals like WP or Onet.

Positioning consists of on-site and off-site activities.

On-site and off-site activities complement each other . Using both yields significantly better results. It's impossible to guarantee that the losses caused by, for example, the inability to optimize a website will be fully compensated by increased link building. The order of work is also important – typically, the first step is website optimization, and only after that does link building begin.

SXO, or the combination of SEO and user experience (UX)

The only constant is… change! This statement powerfully describes the laws that govern the world of online marketing, especially. Change occurs practically daily, on every front! Technology, expectations, and user behavior are evolving.

How can we navigate this maze of variables, stay ahead of the competition, and deliver the solutions our clients expect? One way to address their needs is with a new trend in website development, developed jointly by a team of marketers, UX specialists, and web developers…

Website positioning and UX

Search engine-optimized content plays a significant role in website positioning . Gaining visibility for keywords often requires posts that are several thousand or even tens of thousands of characters long. However, such "walls of text" contradict the principle that a website should be as user-friendly and intuitive as possible.

For example, if we insert this much content at the beginning of the product category tab, the user will be discouraged before they even reach the items for sale. Therefore, it's common practice to publish SEO-friendly content at the bottom of the page, below the product listing. Such actions improve the page's ranking without compromising the user experience.

Hidden content – a short path to a penalty from Google

However, hiding content on a website is a prohibited practice. Recently, it was popular to mask text by placing white fonts on a white background. This supposedly allowed the website to meet the requirements of web crawlers while remaining simple and uncluttered with content. However, such practices fall into the gray area of SEO, even bordering on black hat SEO. Unfair practices can result in a penalty from Google.

If you want to position your brand for more general phrases that don't directly relate to the products you sell or the categories of items in your store, the best solution is to implement an advice blog on your website. It's also common practice to strengthen your domain's positioning with articles on topics that are highly popular on other brands' websites offering similar products.

Such texts, saturated with even several dozen keywords, significantly improve the website's visibility and attract people who are considering purchasing specific products but are not yet ready to finalize the transaction.

If you're unsure whether your site is SXO friendly, commission a comprehensive audit. This will give you insight into which areas need improvement to optimize your site's performance.

Strategies for positioning websites on the Internet

The client's stated goal significantly influences the choice of SEO strategy . Of course, the primary goal is always to increase website traffic and company profits, but this requires a more detailed plan. For example, if the SEO targets a service-oriented website—a beauty salon, dentist, or mechanic—the goal will be to reach users located no more than a dozen kilometers from the company's headquarters.

In such cases, it's not worth investing in general phrases entered by internet users across Poland. It's better to focus on local keywords, meaning those containing the name of a region, town, or even a district, such as "pediatric dentist Olsztyn" or "car mechanic Naramowice." By positioning for such phrases, you face less competition and reach a more targeted audience.

When it comes to local SEO for service companies, it's also worth investing in optimizing your digital business listing on Google My Business. This will ensure that information about your business profile, user reviews, and address is displayed to users on Google Maps.

Such efforts, however, are unprofitable for online stores that serve customers from across the country or even abroad. In their case, it's more profitable to focus on long-tail keywords. These are search queries entered into search engines that consist of at least a few words. For example, phrases like "interior blackout blinds for roof windows" or "double hanging garden chair" might be appropriate.

The more specific the keywords, the less competition there is for SEO , making it easier to achieve high rankings. Therefore, positioning a website for multiple long-tail phrases can be cheaper and more effective than competing for sought-after but very general phrases.

It's worth remembering, however, that this relationship also works the other way around: the more specific the phrases, the lower their monthly search volume. Therefore, the key to effective brand positioning on Google is maintaining the right balance between the cost of positioning a given phrase and the profit it can generate.

The scope of positioning work is defined by several factors:

Website Audit Results
An audit is performed at the beginning of SEO activities. You can opt for a free audit, but it is highly standardized and therefore may not provide a complete picture. The scope of a paid audit can be tailored to the domain size and the information you wish to obtain.
Link Audit Results
An audit is also performed after signing a contract with a specific SEO company. It provides information about, among other things, the "fresh" and "historical" link profile.
Website construction and technology
In which website was it made?
Transferred access
The ability to operate in all available fields (CMS, FTP) will allow the SEO specialist to maximize website optimization.
Keywords
We discuss key phrases later in the text.

What determines your position in search results?

Effective website positioning is a demanding process, as a website's placement in search results depends on many factors, some of which are beyond the SEO specialist's control. These include:

Domain History – A website's rating given by web crawlers is difficult to change, so if a domain has been deemed low-value in the past, it takes significant time and effort to improve its ranking in search results. A website can be labeled low-quality due to errors, loading problems, spammy text, but also due to unfair SEO practices or inappropriate content (e.g., pornographic content). Therefore, be especially careful when purchasing a domain from the secondary market, meaning one that was previously online but has been put back up for sale because it hasn't been paid for.
Domain age – Young websites that are just starting to build their credibility are less likely to reach the top of search engine rankings. It's also important to remember that indexing new pages can take up to several weeks, so a lot of work and patience are required for a new website to gain satisfactory online visibility.
The power of competition – It's important to remember that competing brands are also constantly working to improve their results. If we operate in a popular industry with many large players, achieving top positions for the most popular phrases will require significant financial outlays. However, competing for these keywords doesn't always make sense – it's often more profitable to invest in slightly less competitive keywords that nonetheless have significant sales potential. That's why an audit combined with competitive analysis is such a crucial element of website positioning. Based on this analysis, the SEO specialist can propose the best SEO strategy for a given case and budget.
Google algorithm changes The list of factors considered by the search engine algorithm is not fully understood, and constant updates to the website are an additional complication in SEO. Each of these can cause an unexpected drop or, conversely, push the website higher in the results. Brand SEO therefore requires constant monitoring of trends and tendencies to predict the direction of algorithm changes. This ensures that updates work to the website's advantage rather than detriment.
Budget for optimization – it's obvious that with a small budget, the possibilities are limited, and achieving satisfactory results takes a long time. An SEO specialist will determine what resources should be allocated to compete with the competition after reviewing the website and monitoring the competition's activities.

What is worth knowing when choosing keywords?

Keywords,
The keywords we choose for SEO must be included in meta tags and within the website's content. They must also be visible to visitors and Google's web crawlers – this prevents manipulation such as "white text on a white background" saturated with keywords. The need to use these keywords is related to the text-based nature of the Google search engine and the preferences of web crawlers. For example, a legal advisor might want to position for the keyword "lawyer + [city name]," assuming that some of their potential clients don't distinguish between these two professions. A way to reconcile our client's expectations and the search engine's requirements is, for example, to appropriately incorporate them into the website's content. Google pays attention to the presence of a phrase in the text, not the context in which it was used, so phrases like "lawyer p" can be helpful.
Keywords must be relevant to the offer posted on the website.
The lack of a subpage dedicated to a specific service may hinder the positioning process.
Google is getting better and better at dealing with the intricacies of Polish spelling
the correct spelling of a given word no longer needs to be supplemented with those with common spelling errors or typos.

What is the scope of work of a positioner?

The scope of work of an SEO specialist is determined individually for a specific website, due to its specific needs and shortcomings (issues that require modifications and corrections so that the website better meets the preferences of web robots).

The illusion of a lack of action – how is SEO built from the inside?

If some changes aren't visible to the naked eye, you might get the impression that the optimization process isn't all that spectacular and that the SEO specialist has "nothing to lose." This, however, is highly deceptive – some operations are performed "behind the scenes." However, they have a huge impact on a website's visibility.

The positioner's activities can be divided into two groups:

The first of these involves work focused on adapting a given website to search engine requirements . This group of activities is often referred to as website optimization. Another common term is onsite activities . This group includes, among others:

optimization of the head section, e.g. meta tags,
optimization of website content,
graphics optimization,
optimization of links posted on the website,
optimization for friendly subpage addresses,
improving the ability of web robots to index the website,
elimination of unwanted duplicates,
speeding up the website performance,
performing redirects,
possible expansion of the website.

To implement the changes outlined above, the SEO specialist requires appropriate access to the website. This includes FTP access or FTP + CMS access (if the site has a CMS). Providing the SEO specialist with only CMS access means their scope for action will be limited. Some optimization changes can only be safely implemented via FTP.

In case of access problems, a common solution is for the SEO specialist to prepare a list of necessary changes and forward it to the client, who then becomes responsible for their implementation.

This isn't an ideal solution from an organizational or time perspective, but it's definitely better than leaving a website unoptimized. Therefore, the ideal and desirable situation is one in which an SEO specialist has full and always-functioning access to the website they're working on.

During the cooperation with the interactive agency, access to the website may be changed (e.g. for security reasons), but in such a situation the current access codes must be immediately provided to the account manager.

Link building is not just about adding links

The second area of a SEO specialist's work is link building. This is commonly associated with adding new links to a website (link building). Among other things, the SEO specialist conducts a link audit, creates a link building strategy, identifies existing links that are redundant or potentially harmful to the website, and removes them.

If a website is affected by a manual link penalty from Google (a filter), the SEO specialist takes steps to remove it. Link-related work does not require access to the website. Therefore, it is often referred to as offsite work.

Entry-level SEO audit

A website audit is one of the first steps SEO specialists take after signing a SEO contract. During this audit, they review the website's structure and the content of the header section (e.g., meta tags), check for any issues with duplicate content, and determine whether the website contains a sufficient amount of high-quality content relevant to the keywords for which the website will be positioned.

Other elements of the audit include assessing whether the website can be indexed by web robots, whether there are no problems with unfriendly URLs of subpages, whether there are no problems with subpages with 404 errors, and what the optimization of graphics looks like.

The ranking factors examined in audits are still evolving

As Google's preferences change, new issues are added to the audit, such as assessing the website's mobile-friendliness, website speed, proper implementation of structured data, etc.

An SEO audit is performed by an SEO specialist using specialized tools. Verseo doesn't perform these audits automatically – we understand the limitations of these tools, so we assume they don't necessarily provide a complete set of reliable and necessary information.

Link Profile Audit

The success of the SEO process is largely determined by the link profile a given website has already acquired. The exceptions are newer domains that haven't yet acquired links, or sites that, despite being online for a longer period of time, lack links. In these specific cases, a link audit is, for obvious reasons, impossible to perform.

The link audit is aimed at detecting links that effectively support the positioning process, links that have no impact on it (as well as determining why these links are indifferent to web crawlers and do not affect the website's ranking in any way) and at determining which links are harmful (or carry a significant risk of being harmful in the future).

Challenges in positioning one-page websites

It's also important to determine how the link profile should be developed – this means that the audit becomes the basis for developing an appropriate linking strategy. The linking strategy may change over the course of the contract.

This is a consequence of the SEO specialist observing how a website responds to optimization, new content, blog section development, and various linking types, and adapting their subsequent actions accordingly. A broadly defined link audit also aims to detect issues with Google penalties—so-called filters.

Website construction

An SEO specialist can offer their knowledge and experience, helping you from the design or construction stage of your website , ensuring it's prepared for the SEO process from the start. This is a very convenient, yet relatively rare, situation.

In the vast majority of cases, SEO specialists work on a ready-made website that allows for relatively minor changes or limited redesign (e.g., adding a few subpages, creating a blog section or news section). What do they look for when assessing a website's design?

When will a website be considered well-built?

When SEO specialists find no issues with website navigation or address duplication, and also positively evaluate the display of subpages and the entire website, user-friendly URLs, and well-implemented language versions (if the website has them, of course). Both in terms of SEO and Google Ads campaigns, the proper functioning of the website is also crucial.

Problems with page display, long loading times, server issues, periodic website unavailability, etc. – these phenomena negatively impact the SEO process. Considering the direction of changes in the Google algorithm, a website's mobile friendliness and speed are crucial for effective SEO.

A good website is fast and mobile-friendly. This last parameter is important not only for mobile rankings. It's worth keeping this in mind and testing your website for mobile responsiveness and speed, and making any necessary changes if necessary.

The technology in which the website was created

Websites typically require changes for SEO purposes. Problems with these modifications can arise from technical issues (the author didn't anticipate the possibility of changing this element), security issues, or potential instability issues. This doesn't mean the website owner doesn't approve of the change process.

There's no single directory of CMSs that preclude SEO from being implemented. If you have any doubts about whether a particular website is suitable for SEO, it's worth consulting with an SEO specialist. They will review and assess the potential for a specific situation. For this purpose, they may request access to the website.

It's worth mentioning one-page websites here. They're usually quite difficult to position and require expansion—adding additional tabs.

This is due to Google's preference for more comprehensive websites, which potentially provide more useful and interesting information. If you have such a website and want to improve its SEO, consider expanding it!

Access to the website

One of the first steps after signing an SEO contract will be to request proper website access. Depending on the specific case, this may include CMS access, FTP access, or both. Why is this so important?

For the optimization prepared by the SEO specialist to be effective, it must be correctly implemented on the website. This requires current access data.

Depending on the technology in which the website is built, an SEO specialist will expect access to:

CMS (administrative panel),
FTP (the server on which the website is hosted),
CMS + FTP.

The more access an SEO specialist has, the more optimization work he can perform.

For example, if you have a WordPress-based website, you should assign the specialist administrator privileges, not editor privileges. If CMS or FTP access changes, you should immediately notify the SEO specialist.

This shortens the time it takes to implement optimization changes and upload new content, allows for a more in-depth audit, and additionally ensures proper modifications. It also saves on costs that would otherwise be incurred if changes were implemented by an external specialist.

Keywords included in the SEO contract

Website work is primarily focused on selected keywords specified in the contract. Daily position monitoring is also conducted for these keywords. This does not mean that the website is positioned solely for these phrases.

A well-conducted SEO process translates into an overall increase in the website's visibility in the context of industry-specific phrases, and consequently – into greater website traffic and an increasing number of conversions.

It's safe to say that SEO has no boundaries. The limit, in this case, is the number of keywords related to a given industry, the offer on the website, and the location.

SEO Competition Analysis

Investing in website SEO is one thing, but analyzing your SEO competition is another! After all, you're not the only one who cares about ranking high in the SERPs.

Companies offering similar products or services to yours are likely also sparing no expense! If you want to take on your competitors, you need to stay on top of their game and know what's going on. In short, stay up-to-date.

An SEO analysis of your competitors will be helpful in this regard (including, among other things, what activities they undertake, where they acquire links, what phrases they are positioning for, and what their SEO strengths and weaknesses are).

By thoroughly examining the activities of companies similar to yours, you will gain knowledge about:

SEO performance for your website;
areas that you can improve as part of positioning;
your competitors' SEO strengths and weaknesses.

Catch the phrases you're giving away to your competitors

SEO analysis should be thorough and comprehensive. Your SEO efforts are competitive not only with top-tier companies but also with brands you're competing with for long-tail keywords. Don't forget about the phrases you're skipping, but your competitors are showing up for!

REMEMBER! The information you gather isn't static. In the virtual world, everything changes rapidly. This is also true for SEO strategies and search results. Therefore, a very detailed analysis must be repeated once or twice a year. Smaller, more superficial analyses can be performed even monthly to stay current. This way, you can implement improvements at the right time that will strengthen your online position. And stay one step ahead of the competition!

Web Analytics – The Key to Better SEO Decisions

Every website requires analysis of its user behavior, as it was designed with them in mind. Google Analytics and Google Search Console were created to address this need.

With cross-sectional traffic information, we can make decisions regarding:

Allocating the advertising budget to the most profitable source.
Selecting the appropriate target group for advertising.
Adapting the offer and marketing content to the most profitable target group.

Google Search Console

Google Search Console is a free Google tool designed to make life easier for website administrators.

SEO specialists most often use functions that allow them to check the indexing status of a website by the Google search engine and to obtain tips to better optimize the website's visibility.

Google Search Console advises SEO specialists, for example, when redirects from pages with 404 errors are necessary, allows them to submit a page for reindexing (after implementing changes), or detects a manual penalty on a website. Google Search Console also allows them to understand a website's link profile.

Launching Google Search Console

Connecting a website to Google Search Console is accomplished by entering the appropriate code onto the page and verifying it. This process is quick and safe for the website. Google offers several methods for this implementation, so everyone can choose the one most convenient for them. It also provides guidance on what, where, and in what order to successfully connect to Google Search Console.

A properly implemented Google Search Console allows for quick and reliable diagnosis of a large number of website problems that hinder position growth.

Google Analytics

Google Analytics is a free tool used to store and analyze website statistics.

Google Analytics' greatest advantage is that it tracks every visit to a website, accurately identifying elements such as the user's device, the source of their traffic (e.g., Google ADS, Facebook, direct visit), and the city the user was visiting. Google Analytics is therefore a tool that provides information in a raw and comprehensive manner.

Basic use of Google Analytics :

comparative analysis of the behavior of different types of users (demographics, location, device type, source of acquisition),
detailed comparison of various traffic acquisition sources (cost, number of generated views, revenue from a given source),
website optimization for various types of devices, browsers, and networks.

Adapting your SEO strategy to your business scope

A domain extension indicates the scope of a company's operations and the nature of the services it provides. It's important to ensure the extension reflects the market realities. Domain extensions can take various forms:

Global Extensions – are associated with the international nature of the domain's activities. The preferred ending in this case is .com;
National expansion – this is the most common type of extension, indicating that the target market is a given country. For Poland, it is .pl;
.gov extension – indicates the governmental nature of the domain;
.edu extension – indicates educational activity;
.org extension – identified with public benefit organizations.

For the vast majority of companies operating in the Polish market, the most appropriate domain name will be the .pl one. For example, using a different country extension for Poland, such as the German .de extension, may lead to the content being perceived less favorably in our country than would be the case with the same content using a .pl domain.

Local positioning

Local SEO is also called regional SEO. It's designed for companies that prioritize local visibility. What are the benefits? Attracting customers from your immediate area! Are you in the neighborhood? Do you offer on-site services? Let key stakeholders know about it, right within reach. Literally!

Local SEO – let your neighbors find you

Local SEO is ideal for services – hair salon, beautician, plumber, travel agency, cinema, regional museum, or perhaps insurance agent? Choose regional SEO and let your neighbors know where to find you!

What to pay attention to when positioning for cities

Do you run a chain of beauty salons in Greater Poland? You probably want specific locations, located in multiple towns, to be equally well positioned. How can you achieve this?

Place information about their scope of services on various subpages of your offer. Targeting your services to a specific city will allow you to respond to searchers' queries with greater precision. If you're looking for a beautician in Puszczykowo, you don't want to receive a lead for a beautician in distant Oborniki!

Such refinement of descriptions and optimization of subpages for a specific location increases the chances of acquiring new customers from your area.

Selection of phrases for local positioning

How does local SEO work in practice? Primarily, it focuses on the appropriate selection of keywords, emphasizing activity in a specific region.

Phrases that refer to a specific location and also promote the services provided by the company include:

restaurant Warsaw
glamping Lodz
apartments Gdynia.

Local Keyword Analysis – Recommended Tools

However, it's recommended to delve deeper into keywords that emphasize local relevance. Specialized tools like Ahrefs or Senuto can be useful for this purpose.

Google My Business listing optimization

Google My Business is a free profile for your company that contains key information about your business. Your virtual business card includes:

name;
opening hours;
address;
contact details;
customer reviews;
entries;
photos;
types of payments accepted.

Information is displayed both in search (organic results) and on Google Maps . This allows potential customers to easily determine the optimal route to your business. This means customers will reach your business faster. Google's advanced algorithms ensure that results are precisely matched to the search phrase, taking into account the searcher's location. The chances of learning more about you and your product increase significantly.

A virtual business card provides basic information about your business . It will help you rank higher in search results and generate greater interest from potential customers.

When optimizing your Google business card, make sure to:

Opinions
How they write about you is how they perceive you! If you've closed a successful transaction, ask for a recommendation. Five stars and a few kind words are enough to encourage potential customers to learn more about your offerings!
Key phrases
words that have great power in your industry. Use them in colorful descriptions, posts, and comments.
posts
Interesting, regular, and substantively valuable. What should you write about? Perhaps the benefits of your products or the factors that set you apart from the competition. Are you organizing an event? Is your online store running a hot promotion? Your audience needs to know about it!
Graphici
Their high quality and consistency with your brand style will attract customers. Remember to include your logo! Consider also including photos of your company's location. Google reports that business cards with photos and virtual tours attract twice as much attention!

Positioning for the entire country

Does the nature of your business encourage expanding your audience to include customers from beyond your immediate area? Consider nationwide SEO! This is a good solution for online store owners and those in professions that don't require face-to-face contact.

Nationwide SEO will allow you to acquire audiences from all corners of the country. This means fewer restrictions, a broader scope of activity, and greater opportunities to reach people interested in your offer.

There's just one "BUT." You'll have to pay a bit more for it. However, considering the intensified promotions and the opportunity to attract a larger customer base, the investment can pay off relatively quickly.

You can always have your cake and eat it too, by opting for local and national SEO. Who's going to stop a thriving entrepreneur!?

International positioning

Expanding into foreign markets? International SEO is essential! It will help you build brand awareness, increase website traffic, and attract new customers. However, you must remember that different countries also have different SEO customs and principles.

Cultural and linguistic differences in international positioning

In practice, international SEO requires a high degree of respect for other cultures, languages, and website guidelines. It's also important to tailor your message to your audience's expectations, which may be completely different than those of a local brand.

Before you decide on international SEO, thoroughly research your specific market. Based on the information you gain, choose the methods that will achieve the most effective results!

Regardless of the industry and type of website, we will help you with SEO

Effective website SEO has one goal, but many names. It depends on the specific domain. At Verseo, we specialize in SEO for online stores, service websites, product catalogs, and content portals. We can help you optimize them – allowing you to fully leverage the power of your domain.

Positioning of service websites

No matter how high-quality services your company provides, without proper promotion it will be difficult to break through the jungle of competitors.

If you run a service-based business, focus on proper SEO. This will ensure increased popularity, greater chances of acquiring new customers, and ultimately, higher sales figures! SEO for service websites with a professional agency will allow you to invest in channels that will work well for your industry.

In-depth analysis of collected data and experience combined with self-learning algorithms is a proven recipe for success. We've tested this with thousands of satisfied customers. But don't just take our word for it – test it out for yourself!

Positioning of online stores

An online store is a fertile field that, with the right tools, will allow you to reap rich harvests. Why? It's simple – by their very nature, online stores offer a wealth of unique content, images, and internal linking.

Moreover, they're a treasure trove of interesting topics that can be covered in specialized articles on a company blog. It's hard to find better SEO fodder!

What should you pay attention to when positioning online stores? Primarily, their ease of use, intuitiveness, and speed (including mobile versions). Potential customers are impatient and value fast service.

The importance of visibility and presentation of the offer in search results

If customers are looking for a specific product, they want it immediately after entering their query into the search engine. It only takes a few seconds for them to click on an interesting offer, which will appear at the top of the list and meet their personal criteria. A good photo, description, and… price are key here. SEO is one way to ensure top rankings and adequate visibility.

Product catalog positioning – shops without a shopping cart

A separate category is the positioning of product catalogs . These allow for a professional and fairly detailed presentation of the products or services offered. This is a place for concise descriptions (mainly product groups), high-quality photos, and visible prices. From the recipient's perspective, the ability to filter offers by additional attributes will be convenient.

The product catalog looks like an online store, but unlike it, it does not allow you to "throw a product into a virtual shopping cart" and pay for the order.

If a visitor to your website wants to use a service or simply purchase a product, they'll need to contact you directly. Product catalog optimization helps increase website traffic and, ultimately, can positively impact sales.

Positioning of content portals

Without engaging and high-quality content, it's difficult to compete for high rankings in the SERPs. This principle applies to the positioning of online stores, service websites, product catalogs, and even content portals! Yes, these portals also require proper positioning to fulfill their role.

To maximize the potential of created content, an SEO agency should first conduct an in-depth analysis of the website. Such an audit involves, among other things, examining the content structure and its uniqueness, selected keywords, and linking.

Based on the results obtained, you can create an entire strategy that, in the long run, will increase valuable traffic for your domain. Furthermore, it will also contribute to building your brand's image and strengthening its position in the virtual world!

SEO training for editors

Creating content for a website isn't just about "posting something." What matters here is a good idea, quality, consistency, and... SEO optimization! For editors who have spent half their lives writing articles for newspapers, the principles of writing for SEO can be groundbreaking.

The main difference will be the first phase of writing. In the classic writing phase, we receive a hot topic and write about it, following the principles of journalistic craft. With SEO texts, we first examine which topic will be hot from our audience's perspective and how to approach it to reach a wider audience.

What is effective SEO copywriting based on?

SEO copywriting is based on a clever combination of good words and technical marvels. Choosing the right phrases, headings, and linking all matter and can positively impact your brand's online visibility. Another strength of SEO copywriting lies in its ability to analyze the results of undertaken actions. This topic is also covered in SEO training for editors.

Optimized for Google News

Google News is an online aggregator of world news from various news outlets. Technical optimization of the website to meet the specific requirements of Google News requires:

ensuring the appropriate structure of the website,
unblocking access to Google robots in the robots.txt file,
creating texts in one language (for example, Google News in Polish),
UTF-8 encoding,
following the rule of one URL for each article,
ensuring the orderly appearance of the website and the content served,
proper marking of advertisements and sponsored content,
use of structured data,
adding a dedicated sitemap for Google News,
speeding up the performance of the website by introducing AMP.

Positioning websites based on popular CMSs

Verseo's website positioning services include improving the position of websites based on both our clients' own solutions and various CMS (Content Management Systems). There are many such solutions available on the online market – both paid and free (in basic versions), such as WordPress and Joomla. Let's take a closer look.

WordPress / WooCommerce website positioning

WordPress is one of the most popular CMSs in the world, powering both small websites and large portals. Its ease of use makes it well-suited for various types of websites – corporate business cards, typical blogs, content services, and e-commerce sites.

WooCommerce SEO – WordPress for stores

WordPress's greatest strength for online stores is its versatility. Thanks to a vast and constantly growing number of plugins, it can be modified almost freely to suit the owner's needs. Among them, WooCommerce is worth highlighting – a plugin that allows you to transform a WordPress-based website into a functional online store.

The SEO process for online stores on WooCommerce is supported by the Yoast SEO plugin. The basic version is free. Among other things, the plugin allows you to enter keyword-optimized content (titles, meta descriptions) and ensures friendly URLs and canonical links.

The SEO potential of a well-configured WordPress

A well-configured WordPress is a powerful platform for search engine optimization. The software's versatility and relatively good compatibility with Google crawlers provide ample scope for SEO creativity.

PrestaShop positioning

PrestaShop is another tool that allows you to optimize your online store. However, it requires more user involvement and more informed use. What does this mean in practice? Some things aren't automatic, such as enabling friendly URLs.

Moreover, automated actions can be counterproductive, negatively impacting your online store's SEO. If you're using this e-commerce platform, you'll simply need to keep this in mind. You can also seek support from an SEO specialist who can relieve you of this burden.

Shoper positioning

Next to WooCommerce, it's one of the most popular e-commerce platforms. It's simple and easy to use, but also offers features for more experienced users (such as editing source files). It's a great solution if you're interested in running a company blog, optimizing content, editing descriptions, or interacting with your audience by responding to their comments. Additionally, Shoper allows for quick optimization of image descriptions and intuitive 301 redirection setup.

IdoSell positioning

One of many user-friendly e-commerce platforms that enables online store SEO. It allows for easy content entry and optimization (titles, meta descriptions, headings, and tags).

IdoSell is intuitive, making it a great tool even for beginners taking their first steps in content optimization. If you're looking to perform advanced SEO activities for your online store, it's worth seeking professional support.

Shoplo positioning

Shoplo is another tool for implementing changes and optimizing online stores. Users appreciate its intuitiveness and ease of use. It's an ideal solution if you're interested in performing basic website SEO yourself.

You'll be able to conveniently and easily introduce new content and refine existing content. If search engine optimization isn't your forte, you can always reach out to Verseo for help.

Magento positioning

Magento is a must-have on any list of the most popular e-commerce platforms. Ideal for those who value ease of use and speed, it allows you to easily introduce new, search engine-optimized content. This will strengthen your position in the online world and help you compete for higher rankings.

In such a competitive market, this is worth its weight in gold! Optimizing online stores based on this popular CMS is also a focus for Verseo specialists. Let us know if you'd like us to help you achieve a higher search engine ranking!

SkyShop positioning

The SkyShop online store platform supports entrepreneurs and professionals in e-commerce SEO. Similar to the previously mentioned tools, SkyShop is quite intuitive and easy to use. It fully meets the needs of basic store SEO and content optimization.

Thanks to this, we'll integrate with platforms such as Allegro. This solution is gaining popularity year after year, gaining new supporters in Poland. If you're one of them, you can contact us for help with positioning your SkyShop-based online store!

Sote positioning

An e-commerce platform that works for both small and large online stores, operating locally and internationally. It's a convenient way to manage your store and connect it to other systems. At Verseo, we support the SEO of online stores powered by Sote. If you're looking for a reliable business partner, please contact us.

Joomla website positioning

Joomla!, like WordPress, is a versatile and relatively easy-to-use system. Due to its solutions, just a few years ago it was much better suited for sites with large amounts of content and many subpages. Over the course of its development, Joomla! has gained a certain amount of versatility, and today, with a little effort, you can create virtually any website, including microsites, without any specialist knowledge.

The extensibility and usability of the Joomla! platform

Like the aforementioned WP, Joomla! can be equipped with thousands of commercial and free add-ons that enhance a website's usability, although not as many as its more popular competitor. The word "Joomla" itself comes from Swahili and is synonymous with unity and community.

Drupal website positioning

Drupal is used by over a million websites worldwide, and the CMS itself has a history spanning over twenty years. The Drupal e-commerce platform natively supports metadata management, and a suite of plugins allows for additional functionality. SEO is therefore not only possible but also convenient.

Website positioning – other CMSs

Above, we've described the most popular e-commerce platforms for managing and positioning online stores. Should you need to opt for custom solutions or other, lesser-known content management systems, Verseo SEO specialists will select tools perfectly tailored to the software's technical requirements and client needs.

If we know that a given system may limit the effectiveness of SEO efforts, we will analyze the website and suggest any necessary changes.

Website positioning without CMS

Websites without a CMS are static, rigidly configured pages, preventing changes and ongoing content optimization. This solution is often used for single-page websites. Since we're here, you probably already know that SEO is… difficult. To put it mildly!

This solution has its advantages, including reduced startup costs for website creation. However, if you want to grow your e-business and vigorously strive to strengthen your position in the online world, running a blog, expanding your content with optimized product descriptions, and other forms of engaging content will be your indispensable weapons!

Choosing the optimal CMS system for e-commerce

If you want to position your store and optimize your website, consider a CMS. Which one? The decision is yours. We're here to help you choose the optimal solution.

How to choose a website positioning agency?

The results depend on who handles website SEO. As with everything in life, we can choose wisely and reap the benefits, or we can burn through our budget and see no return on investment. So how can we choose the right SEO specialists so we can confidently entrust them with the positioning of our website or online store? We've got some advice!

Staff – specialists at the SEO agency
A website SEO agency is typically formed by at least several people with varying degrees of experience, skills, and success. This is a sensible mix that can work well for many industries, not just select ones. Furthermore, larger agencies can't afford spectacular mistakes like websites being blocked due to overly aggressive actions. Verseo hasn't recorded a single such case in its entire history. This is valuable information, as the consequences of poor SEO practices are painful for the domain owner, and they will be the ones facing them. Sometimes, this may mean investing in a website without a history and starting the arduous SEO process from scratch! This is a significant cost in both time and money.
Agreement, effectiveness, honesty
Client recommendations and reviews are very useful when comparing competing SEO agencies. Considering this parameter, it's also worth remembering scale. One or two positive comments about website positioning are a good start, but you need to delve deeper. A rational approach is to carefully analyze a company's reviews on Google Maps or Facebook reviews. This way, you can verify larger agencies. The situation is less favorable for freelancers – they rarely maintain their Facebook pages or bother to set up maps and add reviews. Verifying them is therefore more difficult. It's a shame, because if positive reviews overwhelmingly predominate for a given company, we can then be relatively certain that we'll be conducting further discussions about website positioning with the right people – experts in their field.
Offer – the third important thing
It should be tailored to your business type. A good start is an interview conducted by a dedicated account manager. Based on the information gathered, they will be able to better understand the scope of your business activities, establish priorities, and determine the direction of your company's development. The more time you spend together refining and building the right offer, the greater the certainty that you're getting what you truly want. Remember, SEO is a long-term endeavor; you shouldn't think about it in terms of the "here and now," but rather look to the future. Perhaps, for example, you're launching a new product range in three months? Great! Let's think about it today so that you have a solid foundation for action in three months. A website positioning or SEO offer should be as responsive to your needs as possible. If you receive a standard website positioning proposal, all is not lost. Simply exchange all important information related to your organization with your account manager before launching your activities, and only then tailor the SEO to your needs.
Last but not least – the deal!
Transparent, fair, rationally structured, and protective of both parties. This is how an SEO/website positioning contract should be, as it will be in effect for the long term (in Verseo's case, 12 months). Therefore, its wording should be satisfactory for both parties to feel comfortable with it throughout this period.

Benefits of working with an SEO agency

Saving time – someone takes care of the positioning of your website for you.
You get access to all the tools in the package, together with the service provided.
You save money – you don't spend them on the tools mentioned above.
Instead of expanding your SEO knowledge, you just run your businessAnd website positioning is handled by specialists, ensuring you new customers.
Staying up to date with algorithm changes and taking immediate steps when the site starts to go downhill.
Information about the latest technical solutions.
Using the knowledge and experience of specialists – you will not learn from mistakes, but will immediately implement proven know-how.

Verseo's history and values

Our history is as rich as Luxembourg and as diverse as the United States. We started in 2013 in a small room in a Poznań student residence hall, which we transformed over the course of eight years into a spacious, colorful, and modernly equipped office.

Dynamic development, certified specialists and work culture

The leap from 10 to 1650 square meters is impressive. Currently, a team of over 150 specialists (130 of whom boast certificates confirming their competence) oversees our clients' projects. We always prioritize mutual respect (even for the most eccentricities), courage (in conversation and in asking questions—even uncomfortable ones), and patience (in learning—our own and our clients').

It's worth mentioning ambition (but not a sick one), the ability to wink (the left eye), and a sharp wit (which saves more than just Monday mornings). We could go on and on, but let's be honest, no one reads it. Besides, a quick glance is enough to see that we're never far from each other when it comes to broadly defined development and constantly crave more. You too? Then we're meant to be together!

How to prepare for cooperation with an SEO agency?

There's no need to convince anyone that talking is worth it! The question is, how do you do it properly, especially when it comes to website positioning, to determine the right course of action and achieve the best results? Below, we've outlined the most important issues to consider before partnering with an SEO agency.

Determine your budget

The golden rule of "don't spend money you don't have" also applies to SEO. Determine what results you want to achieve, in what timeframe, and how much you're willing to allocate. Precisely estimate your budget and how much you're willing to increase it if you start achieving spectacular SEO success.

An SEO specialist can suggest the absolute minimum budget needed to achieve the desired results. Let's be honest, though, paying very little won't earn you much. Consider how much you can invest in SEO, and then discuss your proposal with the SEO specialist. An experienced specialist will be able to determine what you can achieve with that budget.

Provide keywords relevant to your business

SEO specialists use tools that allow them to determine, among other things, a set of keywords for which a website should be positioned. However, remember that no one knows their business better than its owner.

Be present during the keyword selection process. Some specific terms may be well-known and commonly used in the industry, but they may not appear in the most frequently searched phrases. Perhaps it's worth expanding your SEO efforts to include them? It's definitely a good idea to discuss this with a specialist responsible for improving your website's visibility.

Consider your SEO priorities

SEO is a multifaceted and very time-consuming process. It's important to understand that results will take time and that not everything can be achieved immediately. The principle of "a small spoonful, but plenty" applies perfectly here!

Setting priorities at the beginning of cooperation with an SEO agency

When you begin working with an SEO agency, discuss your priorities with your SEO specialist. The specialist will advise you on what additional activities should be undertaken at the outset to optimize the entire process. Together, you'll refine the list of tasks to be implemented in the first round of work and at each subsequent stage. This way, you'll know where you're headed.

Remember that SEO is an ongoing process, so the priority list and its order will change, but there's no point in putting a full stop! What key points should you consider when setting goals for your website's SEO agency?

Brand Building – A Distinction

Website and online store positioning is a long-term process. Its goal is to improve a domain's visibility for selected keywords, and consequently, increase sales. But that's not all. An additional benefit of positioning is building brand awareness.

Let your audience see your best side. Literally and figuratively. Show your message where your customers are – current and potential. Speak to them not only in a language of benefits, but above all, in a way that aligns with their style of expression.

Be mindful not only of catchy advertising slogans, but also of PR. Communicate your values. Those who share them will be more likely to choose your company's services!

Revenue growth – sales

If you run a business, all your actions must be filtered through budgetary constraints and profit prospects. Website SEO is no different! If you're going to spend a certain amount on a digital marketing agency, you need to know what the return on that investment will be. Business is all about sales, after all. Or more precisely, revenue growth!

Case study analysis and estimation of positioning results

Based on case studies of companies the agency services, which operate in a similar industry to yours, you can estimate the results to expect. Remember not to approach the presented data one-to-one. SEO results depend on so many factors that they can vary from website to website. The same applies to the methods used to achieve the SEO goal!

Product interest – reaching the right customer groups

Good SEO is all about ensuring your seed falls on fertile ground! Reaching a wide audience is crucial to building brand awareness. However, if selling is important to you (and it is :)), you'll want to know how many visitors to your website will convert into customers.

To make this possible, it is important to reach the right group with your communication:

people who are genuinely interested in the goods or services you offer;
people whose interests indicate they might be willing to learn more about your brand.

After an interview, an experienced SEO specialist will determine who your preferred target group is and who else you should reach with your message.

Other

Above, we've described the most important goals you can adopt as your own when considering the results you want from website positioning. Of course, it may turn out that among the long list of SEO expectations, you'll find some that are less conventional, yet from your perspective, incredibly important!

Let your SEO specialist know. There are no good or bad goals – only those that can be achieved in the shortest possible timeframe, and those that will take a looooong time to see results. The question is also whether it's cost-effective, but each case is completely different and requires individual assessment.

Operate on multiple channels

Why? It simply pays off! Our experience shows that combining multiple channels and supporting each other makes each one more effective than if they operated alone. This makes sense – purchasing decisions are made at an emotional level.

Various channels play a role – some seek objective assessments, others answer key questions. Still other channels simply deliver the advertising message at the perfect moment. And that's it – the customer buys!

If your budget allows, decide on a variety of activities at the very beginning of your collaboration with a digital marketing agency. However, if you don't have the budget for this, limit yourself to the advertising channel that can potentially deliver the most spectacular results and gradually expand your range.

The dependence of campaign results on properly selected channels

It's worth noting that it's difficult to pinpoint which channel will deliver the most tangible benefits—it all depends on your customers' expectations and needs, your industry, and the campaign's execution! However, a multifaceted approach can increase your chances of achieving sales success and allows you to optimize your efforts.

Watch the competition

Regardless of how many channels you invest in and how dynamic your operations are, you must constantly keep your finger on the pulse. What does this mean in practice? Staying on top of your competitors' activities!

Remember that while you're investing in website or online store SEO and allocating budget to paid campaigns, your competition is doing the exact same thing! To outperform them, you need to understand how they work.

Thanks to this, you will react to her actions at the right moment and increase your chances of avoiding slipping on the way to the peak of business opportunities!

Support for SEO activities, or how can you help with positioning?

Sometimes clients ask what they can do to help with the website positioning process.
There are several recommendations that are quite universal in nature and can significantly help SEO specialists in their work.

Website Content – What and How to Write? Where to Publish?

Domain owner support for SEO can come in the form of words! That is, high-quality content. What does this mean in practice?

Taking care of the appearance of the website and its content – avoiding empty subpages, duplicate descriptions, or temporary Lorem Ipsum fillers, which can be indexed by Google's crawler. The client should supplement subpages with user-friendly content, especially tabs regarding offer details, pricing, and delivery times.
Support for the Blog or News section – this is a way to systematically introduce new content to a website. The SEO specialist can send sample text to kick things off along with guidelines.

How to write content for a website?

Sales is an art. The best salespeople know this. Using various techniques and skillful conversation, they identify customer needs and present a product that fully satisfies them. In person or even over the phone, this is relatively simple. We have direct contact with someone interested in a specific product or service we provide. In an online store, the product description must be the advisor and the creator of desires!

Sales Psychology – The Importance of Likeability and Similarity

We buy from those we like. Those who are similar to us are especially likely to like us! In direct sales, you can leverage this knowledge, for example, by tailoring your message to the recipient. This involves both the pace of your speech and choosing the right vocabulary. And what about written communication? The same! Write in your customers' words – ask for their opinions and create product stories based on them. Sell emotions and solutions – they are valued!

How to write category and product descriptions in online stores?

Wondering why your competition sells more, even though you have a more interesting product range, high-quality product photos, and better customer service? They probably have something you've been overlooking: effective product descriptions in their online store. They present the product in a simple and accessible way, and they're also well-optimized for SEO.

Bet on:

readability and clarity;
highlighting the most important features of the product;
paragraphs;
formatting using bold, bullets and underlining.
icons and graphics;
advice and clearing up doubts. Create a list of questions and answers;
impact on the senses and emotions, which stimulates the imagination.

How to write content for a blog/news section?

Should a copywriter write for the client or for search engine robots? A well-crafted post will be engaging for all interested parties! How should you write it? What should you remember? We'll discuss the most important issues below.

Subdomain or subpage?

A better solution from an SEO point of view is a blog that is part of the website, functioning as a subpage available at, for example, www.nazwa-firmy.pl/blog.

Length of texts published on the blog

To fill your text with keywords, you'll need to do some clicking. The ideal product description should be around 1000-1500 characters, including spaces. A blog post should be at least 3 characters, including spaces, and as much as 18 characters, including spaces, depending on the topic and the competitiveness of the phrase. This length will appeal to both your customers and search engines. Besides the character count, follow a simple rule: if you read a product description and still have questions, reconsider.

Frequency of publishing texts

According to research conducted by HubSpot, frequent blog postings on a company blog can increase website traffic by up to threefold! We suggest publishing 4-7 unique pieces of content per month, focusing on quality and depth.

Use of keywords in texts

Pay attention to carefully selected keywords and their synonyms. We recommend not omitting long-tail keywords. Let the content you create answer questions, spark curiosity, or stir up a nest. This will make it memorable, and the recipient may come back for more.

Text division

Google robots are excellent at reading HTML code and selecting the data it contains. The use of keywords in h1, h2, and h3 headings indicates that these are the most important phrases on the page. In paragraphs containing the main content, it's a good idea to emphasize keywords in bold. Lists and tables are additional elements that enrich the description and make it easier to read.

Inserting graphics into an entry

Well-chosen, aesthetically pleasing photos will definitely enhance your content. A blog article with the right visual design encourages further exploration and is ranked higher by Google search engines. But that's not all – the description of the photo or graphic, as well as its title, are other places where we can sneak in SEO-friendly keywords!

Introducing internal links to the post

Internal linking can enhance the SEO of a given domain. It can also increase the time a user spends on your site, pique their interest in another product from your portfolio, or answer a key question, elevating your company to expert status. Nothing but benefits!

Duplicates – what to avoid

One of the most important and time-consuming elements of building a store is preparing content. One of the most common mistakes owners make is using pre-made descriptions, such as those provided by the manufacturer. Duplicate content created this way can negatively impact SEO. Google disallows promotion of sites that duplicate information from sites already in its index.

Create unique content that meets customer needs and SEO requirements

The best solution is to prepare unique texts tailored to the needs of potential store customers. Rich content also allows for a greater number of keywords to be displayed on the website. It's also worth remembering that content marketing encompasses not only text, but also graphic and video files.

Meta Tags – What's Worth Knowing About Them?

A properly prepared title and meta description will contain carefully selected keywords and encourage visitors to visit the website. Optimizing them involves preparing and implementing new meta tags on the website. The time it takes to optimize depends on factors such as the website's size, structure, number of keywords, and any potential site redesign.

The ability to customize keywords significantly simplifies optimization and increases the chances of success in search results. SEO specialists often modify meta tags, introduce new text, or correct errors detected by Google Search Console. Therefore, it's important to immediately send updated access to the SEO specialist whenever any data changes (e.g., for security reasons).

Linkbuilding – how to get links yourself?

Valuable linking is an essential element of a well-thought-out SEO strategy. We can acquire links from various sources – online forums, product catalogs, support pages, or sponsored articles. They must all have one thing in common – the power of goodness! In practice, this means linking our domain thematically to a website that is positively ranked by Google.

Guest posts and collaboration with link building partners

Another method for acquiring links is to invite a client or blogger to guest star in their content. You can link to your domain in a published case study or article, requesting the same action on their website or social media.

Remember to plan your activities carefully. Don't go all out! Too many links appearing at the same time can alert the Google algorithm, which will suspect unfair practices. It's also worth reviewing your competitors' link profiles beforehand and tailoring yours to your business's specific needs.

Site security and speed

Remember security certificates – especially for online stores. Certificates are a ranking factor and also build credibility among customers who prefer to shop and use secure websites.

An SSL certificate is now a standard. Implementing https:// increases the security of data sent and received by users when using a website. It also enables the use of HTTP 2.0 technology, which is characterized by faster data transfer.

Take care of your page speed to avoid losing customers and your position in Google

The longer someone waits for a page to load, whether on desktop or mobile, the more likely they are to abandon it before it loads. Google is aware of this and is gradually reducing the reach of pages that take a long time to load. Remember to optimize your website for this purpose as well, for example, by compressing image files appropriately.

Tools that help you improve your website

To improve your website, it's worth using two free website analysis tools: Google Search Console and PageSpeed Insight.

Google Search Console

Google Search Console is a free platform designed for website owners and administrators. It allows them to manage and monitor their websites.

Using this tool, we can control, among other things:

the indexing status of the page in the Google search engine,
optimizing website visibility,
any errors or filters imposed by Google.

How Google Guidelines Impact Site Usability and Conversion

Adapting your website to current Google guidelines improves its usability, among other things. A Google-friendly domain should also be transparent and understandable to users, as this can ultimately impact conversions and the number of inquiries.

PageSpeed Insight

This free tool tests website speed. It suggests which elements of your page can be optimized to make it even faster. You can find PageSpeed here.

Implementing individual changes depends on the website's technical capabilities. Not every website allows for the same modifications. It's important to maintain site speed, as neglect in this area can negatively impact your domain's SEO.

How to set up analytics and what to monitor?

To fully utilize Google Search Console, you must first add your website to your Search Console account and verify it (prove to Google that you have the right to manage the site).

After positive verification, GSC provides data on:

search analytics,
links to the website,
internal links,
keywords contained in the page content,
indexing errors.

How to use Search Console for structure analysis and mobile testing?

Search Console also allows you to review your domain structure, check whether your site works correctly on mobile devices, and test the robots.txt file, which is used to manage the site's accessibility to web crawlers.

Website positioning – do it with us!

We've written above about what to pay special attention to when choosing an SEO agency. If, after familiarizing yourself with SEO, you already know you need support, take advantage of our experience.

Our portfolio includes several thousand companies from various industries. This allows us to understand which practices work best for each of them. This is confirmed by every case study created with a client and published on the blog.

We have a team of specialists who are passionate about the world of digital marketing. It's a perfect combination that we can translate into improved domain visibility and increased sales! Sounds reasonable? Then contact us!

Advertising in Google Ads or SEO – what to choose?

Google advertising or website positioning? Which strategy should you choose to achieve satisfactory traffic and revenue? There's no clear answer to the question of which service is better: SEO or Google Ads. Each has its own specifics. However, by taking these into account, you can choose the solution most suited to your needs.

What makes positioning unique?

First, we take a closer look at SEO. What results can you expect when you decide to optimize your website or online store? We offer some advice.

1. It is a process spread over time

This is due to the nature of the service, which is divided into stages that are performed at varying intervals (Google must index the changes made by the SEO specialist, which sometimes takes longer than a moment). After auditing the website and reviewing existing links, the SEO specialist creates a work plan for the site and sets a preliminary deadline for each stage.

Flexibility of SEO strategy and waiting time for the first results

During the term of the SEO contract, the plan may change, for example, due to the need to provide more content or links, or the addition of a new page. This may also be influenced by the website's response to the SEO specialist's previous efforts. As a result, it's generally assumed that SEO results will take several months (this is a very general timeframe).

SEO isn't a "quick fix" solution if you're looking for a quick promotion. Results from SEO specialists shouldn't be expected overnight. Therefore, we don't recommend SEO for quick, seasonal promotions, for example. SEO, which supports a website's long-term visibility in search engines, is associated with a longer waiting time for results, but also with the durability of its results (ceasing the SEO process doesn't mean a drop in ranking overnight).

2. It involves website optimization

SEO requires specific knowledge and activities that are rarely considered during the website development phase. This doesn't mean that websites are always poorly designed, but rather that they are rarely optimized for SEO. As a result, one of the first steps an SEO specialist takes is optimizing the website or online store.

The scope of this work depends on many factors (e.g., the technology used to create the website). Website optimization is performed within the first few weeks after signing the contract. This is a crucial foundation for further work. The importance of well-executed optimization is demonstrated by cases where websites move from position 100, for example, to 25 after optimization alone (this is not always the case).

The need for optimization and indexing by Google's crawlers demonstrates that SEO isn't a quick fix. However, optimization is something that remains permanent (even after the collaboration ends) and provides added value to the website.

3. It allows you to develop your website

One of the most important components of good SEO is valuable content. If your website lacks sufficient content, is of poor quality, or is duplicated, you should take quick action.

This could result in, for example, introducing additional product categories with appropriate SEO descriptions. Additionally, the descriptions of individual products should be refined (content should not be duplicated) and expanded with keywords.

Benefits of cyclical SEO content creation

A common practice is to expand a website with a blog. This allows for the domain to be periodically enriched with new content, usually created with SEO principles in mind. This keeps both the audience and Google's search engines happy! Ultimately, the website owner is also thrilled, strengthening their online presence and increasing the chances of increased sales!

4. It has a positive impact on Google Ads campaigns

Optimized websites can achieve better quality results in Google Ads campaigns. If there's an opportunity to position a domain and improve its online visibility while also positively impacting paid campaigns, it would be a shame not to take advantage!

5. The price of the positioning service is fixed

The client is bound by the prices effective on the day the contract is signed. This is therefore a predictable form of advertising in terms of costs. A fixed set of keywords and a defined budget for the service are advantages of SEO that many clients using this service appreciate.

6. SEO results are relatively permanent

They can persist for some time even after the contract ends. A well-optimized website with an attractive link profile will continue to be visible even after the SEO specialist's work has ended.

Google remembers website activity and takes it into account when creating its search results rankings. However, this is somewhat of a double-edged sword: just as properly conducted SEO efforts pay off in the future, even after the contract ends, a poorly positioned website gains a "negative history" that impacts the effectiveness of subsequent SEO efforts in the future.

The Impact of Spammy Linking and Bad History on SEO Effectiveness

SEO specialists often come across examples of spammy linked sites (too many, too intensively, excessively in terms of selected keywords) with a poor history, which are therefore not very susceptible to their actions.

To put it simply : Google remembers previous activity around this page and doesn't want to trust it. A website's visibility for a given phrase isn't dependent on budget.

7. Fixed set of phrases

The set of keywords for which a website is positioned is essentially fixed. Any changes to it require the approval of both parties, for example, in the form of an amendment to the contract. This, in turn, encourages greater consideration and analysis of the website's content.

This consistency is related to the technical aspects of SEO, which is performed for specific phrases. Changing the set of phrases effectively means starting SEO from scratch. The page doesn't have to be immediately visible for new phrases.

By rotating keywords every 2-3 months, we may not achieve satisfactory results. We should only change keywords in justified cases, such as when we end our relationship with a manufacturer or remove something from our offerings.

Differences in keyword selection between SEO and Google Ads

It's worth emphasizing that SEO doesn't promote keywords that don't appear in the content of a given website. The importance of a consistent set of keywords for promotion distinguishes SEO services from Google Ads campaigns, where changing the keywords used for promotion poses no problem. However, in the case of SEO, working on a specific set of keywords for a longer period translates into longer-lasting results.

What makes Google Ads campaigns different?

We already know the strengths of SEO. What about Google Ads? Let's find out.

1. This is an almost instant service compared to SEO

Simply deposit money into your account, set up an advertising campaign, and you're ready to start promoting your brand online. An Ads campaign can provide almost immediate online visibility, but collecting the necessary data for proper optimization will require a bit more time.

To achieve conversion results, a campaign must be properly set up. Selecting optimal click rates, excluding inappropriate keywords, and setting cost-per-click for specific devices, locations, and times of day will take time.

Google Ads is perfect for seasonal industries. It also allows for quick ad updates during promotions or sales. Campaigns can be paused at any time (due to a lack of inventory or any website issues). Unlike SEO, Google Ads offers click-based pricing, allowing you to display your ads for free and only charge when someone interacts with them. If your ad position is too low, Google Ads allows you to increase your bid, ultimately achieving a higher position.

2. Basically, no changes are required

Virtually any website can be advertised using Google Ads without any changes. The exceptions are poorly structured, inaccessible sites, and sites related to industries prohibited by Google (e.g., alcohol, pharmaceuticals, or cryptocurrency).

The Impact of Landing Page Quality on Google Ads Costs and Rankings

With Google Ads, you don't need to optimize your website. However, it's worth ensuring its quality, especially in terms of content, as high-quality ads and pages can result in lower per-click costs and better rankings. Domains targeted by individual ads should always be closely related to the advertised product or service and be rich in the keywords that led to the ad being displayed.

3. Flexible phrase set

During the campaign, you can easily change your keyword set or message content. Google Ads is a highly flexible advertising format, allowing you to exclude phrases that don't generate conversions or are no longer relevant, while also allowing you to quickly add new keywords.

Ad content, like keywords, can be quickly changed if necessary. Editing ad copy not only allows you to update your message, add information about a promotion or a new offer, but is also a crucial step in campaign optimization. It allows you to encourage internet users to interact with your ad with a carefully crafted call to action (e.g., "Buy now! Call and learn more! Download the free app!"), but it also allows you to change text that isn't responsive to your audience.

Google Ads allows you to add several different texts simultaneously within a single ad group, and after selecting the appropriate setting, it displays the most effective ones more frequently. Statistics presented in the account dashboard show the number of clicks and impressions for each ad, allowing you to determine which one is most popular.

4. The advertising budget is flexible

It's possible to adjust the campaign budget to current demand. This is a convenient option for increasing spending during important periods, such as the pre-holiday shopping rush, or reducing costs for specific products or services after the season.

The Google Ads system allows you to spend up to 200% of your daily budget during high traffic times (while reducing it on “weaker” days to even out the total expenses).

It's important to remember to both control the speed of your daily budget and top up your ad account regularly. An inappropriately adjusted budget can exhaust your funds too quickly, causing your ads to stop running before the end of the day. Failure to top up your Google Ads account will result in your ads being paused until your budget is updated.

You are now reading:

Website positioning

Basic information about SEO
What does SEO optimization include?
On-site SEO and Off-site SEO
Website positioning strategies
Positioning – scope of work
Analytics for positioning
Positioning for various markets
Types of websites we position
How to choose an SEO agency?
How to start a conversation about SEO?
Your support for SEO activities
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Website positioning – what do you need to know?

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