Search Engine Positioning Feature Image

Search Engine Positioning: What You Should Know in 2022

Did you know that 90% of people don’t move past the first page of Google? Additionally, over 25% of people click the very first search result.

When was the last time you found yourself on page 2 or 3 of Google Search Engine Result Pages (SERPs)? This is where good content goes to die. You can create the most informative blog post or landing page, but if you’re not on page 1, nobody is reading it.

In fact, over 54% of clicks happen on the top 3 search results. This doesn’t leave a lot of traffic to go around if you’re not in that select group.

A graph showing the Google CTR for the top 10 search results on page 1
Source: Search Engine Journal

This is why it’s crucial to understand how search engine positioning works in 2022.

There are many complex layers involved, and tactics that marketers use to give themselves, or their clients, an edge in breaking into that coveted top 3. Things like link building, XML sitemap optimization, keyword & competitor research, and on-page SEO (Search Engine Optimization) can make good content great, pushing your site up through the rankings. These tactics are all great, but it’s equally important to optimize and continuously improve the individual pages of your site to really utilize search engine positioning properly.

Each individual page of your website plays a role in your ability to rank new content.

To help you better understand the large and complex web that is search engine positioning I will be explaining:

  • What is Search Engine Positioning?
  • How has Search Engine Positioning changed over the years?
  • Important tips and tools to help optimize your website

The goal of this blog post is to provide some insightful information that will help you better understand what Search Engine Positioning is and how you can use it to improve your website ranking, driving new leads for your business.

Let’s get started.


What is Search Engine Positioning?

Search engine positioning is the process of optimizing a website so that it appears as high as possible on search engine results pages (SERPs). This is important because, for most businesses, search engine traffic is a major source of leads and customers.

The higher your website appears in search results, the more likely people are to click on it, visit your site, and convert it into leads or customers.

A screenshot of the top 10 search results, highlighting the top 3

As a result, search engine positioning can have a major impact on your business’s bottom line. For this reason, it’s important to understand how search engines work and what you can do to improve your website’s position in search results. Fortunately, there are a number of resources available to help you with this task. With a little effort, you can ensure that your website is well-positioned to attract new visitors and drive growth for your business.


How Has Search Engine Positioning Changed Over the Years?

Search engine positioning has come a long way since the early days of search engines. In the early days, search engines were primarily focused on delivering results based on keyword relevancy. However, over time, search engines have become more sophisticated, taking into account factors such as user intent, location, and search history. As a result, search engine positioning has become much more complex.

AdobeStock 314067272

In 2022, we can expect search engines to continue to evolve, with an even greater focus on delivering personalized results. With the increasing use of artificial intelligence, we can expect search engines to become even more adept at understanding the needs of users and delivering the most relevant results.

Ultimately, this will provide a better experience for users and help businesses to better connect with their target audience.


Important Techniques to Optimize Website for Search Engine Positioning

A graphic showing On-Page SEO vs. Off-Page SEO
Source: Adobe Stock

There are hundreds of different changes that can be made to improve the SEO of your website. Most of these actions can be filed under two basic categories, on-page, and off-page SEO techniques.

On-Page SEO

On-page SEO is the process of optimizing individual web pages in order to rank higher and earn more organic traffic in search engines. This includes optimizing the page title, meta description, header tags, images, and other elements that contribute to a page’s ranking potential. The goal is to make it as easy as possible for search engines to understand what the page is about, and rank it accordingly.

Surfer SEO Content Editor

Off-Page SEO

Off-page SEO is the process of optimizing a website through external methods, such as link-building and social media engagement. The purpose of off-page SEO is to improve the website’s authority and visibility, which will ultimately lead to better rankings in the search engine results pages.

A graphic of a laptop with the words social bookmarking, link building, blog & forum posting, video, and social media surrounding it
Source: Adobe Stock

Tools to Help Search Engine Optimization Efforts

There are a number of tools and resources that can be helpful in your search engine optimization (SEO) efforts. If you’re first starting out, you can get results without using a tool or spending any money. If you’ve got the budget to use paid software, there are several tools that can take the guesswork out

Keyword Research Tools

One tool that can be particularly helpful is a keyword research tool, which can help you to identify the keywords that are most likely to bring visitors to your site.

Some paid tools do have a free version that allows for basic keyword research. My personal preference is Ahrefs, which I use for all of my keyword, competitor, and industry research. I’ve trialed most of the big names in this space and Ahrefs checks almost all of the boxes, but it is not cheap.

A screenshot of the Keywords Explorer page in Ahrefs
Source: Ahrefs

There are also a few other competitors that provide similar functionality and pricing.

Alternate Keyword Research Tools:

SEO Analysis Tools

Another useful resource is an SEO analysis tool, which can help you to identify areas where your site needs improvement in order to achieve better search engine rankings.

Again, I use Ahrefs for all of my SEO analysis as it’s basically an all-in-one SEO tool. Most of the big names have similar functionality when it comes to the many areas of SEO.

A screenshot of the Ahrefs site audit SEO analyzer dashboard
Source: Ahrefs

Alternate SEO Analysis Tools:

SEO Blogs & Forums

In addition, there are a number of blogs and forums dedicated to SEO, which can provide valuable tips and advice. Spend some time reading the content out there and definitely jump on the chance to join a community of SEOs to ask questions, and get tips and feedback on your process. Until you’re sure you’re all-in on managing the Search Engine Positioning efforts for your business, avoid signing up for paid communities or memberships. There is no shortage of free guides, videos, and forums out there to get yourself started without having to open up your wallet.

By making use of these tools and resources, you can significantly improve your chances of achieving high search engine rankings.


How to Measure Search Engine Positioning Performance

Search engine positioning is a complex and ever-changing science, but there are some very basic things you can do to make sure your website is performing well.

First, check your website’s title and description tags. These tags should be unique and accurately reflect the content on your site. In addition, make sure your website’s content is keyword-rich and relevant to the products or services you offer. Finally, build links to your website from high-quality websites. These links will help to improve your website’s search engine ranking.

If your website is not performing as well as you would like, these tips should help to improve its position in the search results. I would recommend having an SEO expert conduct a baseline audit of your website if you’re completely unfamiliar with search engine positioning.


Common Myths About Search Engine Positioning

Although there is no guaranteed way to achieve a top ranking, there are a number of strategies that can be used to improve your chances of appearing prominently in search results.

However, despite its importance, there is a lot of misinformation circulating about search engine positioning. Below are some common myths that need to be debunked.

Myth 1: Search engine positioning is all about getting keywords into your website.

Reality: Keywords are important, but they are just one element of a successful search engine positioning strategy. In addition to using relevant keywords, your website must also be well-designed and easy to navigate. Furthermore, your site should contain quality content that is frequently updated.

Myth 2: Meta tags are the most important element of search engine positioning.

Reality: Meta tags are used by search engines to index websites, but they are not as important as they once were. In the past, some webmasters would stuff their websites full of keywords in an attempt to fool search engines. However, today’s algorithms are much more sophisticated and can easily identify keyword stuffing. As such, focusing on other elements, such as quality content and proper website design, is more likely to result in success.

Myth 3: Submitting your website to directories is the best way to improve your position in search results.

Reality: Although submitting your site to directories can help increase its visibility, it is not nearly as effective as it once was. In the past, directories were one of the main ways that people found websites.

However, with the advent of search engines, most people now use them instead when looking for information online. Therefore, submitting your site to directories is not likely to have a significant impact on your position in search results pages.

Search engine positioning is a critical part of any business’s online presence, and it’s important to understand how it works in order to make the most of its potential. While search engine positioning has changed over the years, the fundamentals are still the same: provide relevant, quality content that users will find valuable, and optimize your website so that search engines can easily find and index your content. There are many resources available to help you with your SEO efforts, so don’t hesitate to ask for help if you need it.

Finally, keep in mind that position is just one metric when measuring success – focus on providing value to your users first and foremost, and the rest will follow

Mike Kostuik

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