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Data: 18-08-2023
Website positioning is a very popular way to promote a brand online. However, it is often confused with on-page optimization, and this mistake is mainly due to the small amount of knowledge of those implementing SEO of their site. In this text, however, we explain the difference between SEO and website optimization so that you can use the terms correctly.
Table of Contents:
1 Optimization or on-site activities: A discussion of on-site activities and their importance to a website.
2 Off-site positioning activities: Explanation of off-site activities and their impact on a site's search engine position.
3. Website positioning: Definition of positioning, benefits and methods of action.
4. How optimization and off-page activities differ from positioning: Analysis of the differences between on-page optimization, off-page activities and the general concept of positioning.
Website optimization focuses on on-site activities that focus solely on the site itself. The purpose of these activities is to adapt the site to the requirements of the Google search engine. All optimization work takes place directly on the site, independent of external activities or broader SEO. Site optimization is the foundation for all subsequent SEO activities. It is a key element of the SEO process, which, combined with off-site activities, forms a comprehensive SEO strategy. Site optimization brings the greatest SEO benefits, so it is worth paying special attention to if you want to effectively promote your site on Google.
Among the optimization activities of the website, first of all, we will include the analysis and selection of keywords under which we want the site to be visible in Google search. Next, important elements of optimization are technical configuration, i.e. simplifying the skeleton and HTML code of the site, speeding up its operation or creating a proper file structure. Optimization also means giving appropriate names to individual subpages and the main page of the site, consistent with the user-friendly principle. The names should contain relevant keywords and be clear to users and help them navigate the site. Site optimization also means adding content to the site, frequent updates, creating a mobile version of the site or adding internal and outbound linking.
These are just some of the dozens - hundreds of elements that are adjusted and optimized. We can perform site configuration independently of all other activities and do it both regularly and once at the beginning of all SEO activities. The degree of sophistication of website optimization will depend on how large the site is, as well as what goal we want to achieve with our site.
To accurately define the differences between website optimization and SEO, it is necessary to understand the two main components of the SEO process: on-site and off-site activities.
Off-site activities are SEO strategies carried out outside the immediate area of our site. They focus on building a valuable network of links leading to our site from other reputable sources on the web. These activities are aimed at increasing the authority of our site in the eyes of search engines, which translates into higher positions in search results.
There are several activities and off-site factors that affect the site. First and foremost is external linking. This is one of the most important ranking factors, determining the position of our site in Google search. Linking involves placing links to our site in various parts of the Internet. This is to increase the reputation and also statistics of our site and also to make it easier for indexing robots traversing the internet to find and go to our site. Another off-site activity is to link our site to a local address if we are locally positioning the site. This will be done by linking from local sites, placing NAP data in business directories or creating and linking a Google Maps business card to the site. Another general activity done off-site for SEO is to bring in traffic to boost the site's statistics.
Website positioning is a process that aims to raise a website's position in Google search and increase its visibility online. It is one of the most popular methods of digital marketing and promoting a brand online. Any website can be positioned, regardless of its size, subject matter or manufacturing technology. We can position it either on our own or outsource this task to marketing agencies operating in the market.
Website positioning is considered one of the best ways to promote a brand online, has many advantages and is used in many situations. Positioning is also a long-term process, which most often lasts from a few months even up to a year of time. It is also theoretically a free way of online promotion, although if we want to use the help of specialists - which will mostly be indispensable - we will have to spend a certain amount of money to procure such services.
Website positioning is a complex process aimed at increasing a website's visibility in search results, mainly on Google. To understand the subject thoroughly, it is useful to distinguish three key concepts: on-page optimization, off-page activities and the general concept of positioning.
Site optimization focuses on improving the site itself. This includes the quality of content, URL structure, loading speed or adaptation to mobile devices. This is necessary to make the site user-friendly and at the same time readable for search engine algorithms.
Off-page activities focus on external factors affecting a site's position in search results. Most often this involves building a valuable link profile from other sites, but also online reputation management or gaining reviews.
SEO, on the other hand, is a comprehensive activity that combines both on-page optimization and off-page activities. It is a holistic strategy to improve a site's visibility in search results. In practice, this means that while you can implement on-page optimization or off-page activities independently, true SEO results are achieved by combining both.
In summary, on-page optimization and off-page activities are specific, specific activities, while SEO is an overall strategy that encompasses them. To achieve success in promoting a site on search engines, it is essential to understand and properly apply all of these elements.