A website's position is its place in search results when a user enters a key query related to a particular product or service. There are many important ranking factors that affect the site's position in the TOP of various search engines. It is the issue position that determines the success of the online resource, because users rarely go beyond the first page when they are looking for the right information, want to buy the right product or service.

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What is website position

The position of the site is the place in the list of resources that the Google search engine gives when the user enters a certain word or phrase. The same site can occupy different positions for different key queries. For example, a resource for the sale of children's goods is issued in third place for the query "buy shoes for a boy in Kyiv", but in fifteenth place for the search phrase "inexpensive children's shoes".

So, for the first request, the content on the page is optimized (that is, it contains useful information about the product, properties, selection, etc.), and for the second, the texts need to be adjusted and made more useful for the target groups.

Why monitor the position of the site in Google

Users search for the desired goods or services by various requests. The search is conducted by combinations of words that include the name or characteristics of products, the region of residence. The search query often contains the words "buy", "order", "price", etc. In order for the search robot to "pull" exactly your page when entering a search query with a promoted product, you need to create content that will be the most relevant key phrase. That is, the texts (product descriptions, useful thematic articles, business news) should contain popular queries by which the target audience is looking for the desired product.

What monitoring of the positions of the site, online store gives:

  • Determination of the real positions of the web resource in relation to high-frequency and medium-frequency (HF, HF) key requests compared to the main competitors of the industry.
  • The possibility of adjusting the texts to improve the position of the site. This can be done after analyzing the content of resources that are in the TOP-5 search results.

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Understanding on which page of the output the resource is based on the main keys, allows you to optimize texts and increase targeted traffic (visits). By monitoring the position of the site pages, you can improve the content and increase traffic and conversion without additional investments in Internet advertising.

This is very important for the effective promotion of a commercial site, the main goals of which are:

  • high stable sales;
  • increasing brand recognition;
  • access to new markets;
  • profit making and business development.

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How to determine the site's position in search results

Special programs and services are used to monitor the positions of web resources. These are paid programs that allow you to evaluate positions in the search system of Google and other search engines, conduct content analysis, external links, and test the resource for technical errors. The services also perform the functions of calculating the optimal promotion budget, analyzing the site's competitiveness, matching the price per click, etc.

Paid programs and services are suitable for automatic or manual verification of competitor websites. With their help, you can form an effective semantic core for the resource. They check external and internal links, errors, indexing problems. Some resources provide free monitoring of competitors, help functions in compiling a semantic core, analyze current positions taking into account the geodependence of keys.

How much does it cost to evaluate site positions

The price depends on the list of functions provided, as well as the service. You can choose the optimal tariff plan taking into account the type of online resource, the requirements for the depth of analysis by position. Among the popular ones is the Seranking service

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Tariff plans include page analysis, backlink monitoring, and comprehensive site audit services. A check of page indexing, spam of the mass of links, and other indicators necessary to increase the website's position is performed.

Factors affecting the position of the site in the issue

When ranking (assigning a certain rating to an online resource), hundreds of different factors are taken into account. Search results are affected by the quality of content, the number of links, behavioral factors, adaptation to mobile devices and much more. The use of such complex algorithms is due to the large number of sites of the same type in highly competitive industries, as well as the desire to provide users with the highest quality and most useful search results.

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What factors affect the position of your site:

  • High-quality texts on all pages of the site are optimized for HF, MF and LF queries. The content of the resource should not only consist of product descriptions; It is also necessary to publish product reviews, useful thematic articles, post video materials by profile, etc.
  • Availability of high-quality product images (more than one image).
  • A wide range of products.
  • Product price indications.
  • Adaptation to different types of devices (computers, mobile phones, tablets).
  • Availability of convenient services - payment through the site, online order form, online consultant, etc.
  • Quick Share buttons with links to social media accounts and groups.
  • Number of quality external links. Donor sites and domains linking to your resource are checked. Donors should promote the same or similar topics, not contain a large number of outgoing links. To increase the correlation (dependence) of site positions, keywords or queries should be entered in the text of the links.
  • The presence of HF and HF requests in meta tags, etc.

Different search engines use different sets of algorithms to form site positions. In the table 2 shows an example for PS Google.

Table 2. Formation of the site's position in the issue

Search
system
Factors influencing the position of sites in this search engine
Google Reference mass. The quality of links is determined by analyzing the authority and subject matter of the donor site
Google Quality content. Quality means the usefulness and uniqueness of the text, the presence of HF, MF, and LF queries in the text, titles, and meta tags. Video content for YouTube is also an important factor
Google An AI algorithm that Google ranks third after content and links. This is an analysis of the behavior of the visitor to the resource, which evaluates the number of users who visited the resource and the time they spent there
Google Click-through rate (the ratio of conversions to the PC site to the total number of impressions)

How to increase the position of the site

To increase the position of the site, you need to regularly carry out a number of activities. The growth of positions allows the site to enter the TOP of organic search, attract new customers and increase sales.

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What must be done in order for the site to rise in the results of the issue:

  1. Create unique, useful content. Monitor the resources of competitors who are in the TOP, conduct user surveys - what exactly do they want to know about the product? Texts should answer the questions of the target audience, solve their problems. And be sure to update the texts regularly!
  2. Think through the design and easy navigation. Usability plays a huge role for the visitor. An attractive, but not overly bright design, a clear form of search and ordering keep the visitor on the site, increasing conversion (percentage of targeted actions).
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  1. Gradually increase the number of quality links. Check donor sites. Buy eternal and temporary links on thematic resources with high traffic and similar topics. Make competent internal linking of web pages.
  2. Connect analytics services. Google Analytics, Google Webmaster Tools allow you to conduct a detailed analysis of the effectiveness of promotion, and also affect the ranking.

The position of the site in the output is an indicator of the effectiveness of promoting the resource. It is necessary to strive to raise the site to the TOP-10 of the issue for popular key queries, because the level of sales and profitability of an online business depends on it. For this, it is necessary to monitor your positions, create unique content, improve usability, add new services to increase user comfort.