The importance and crucial role of positioning in the sales strategy
Positioning an online store is a key element of the sales strategy that cannot be neglected if we aim for effective sales. This article will show you why positioning is crucial, how it increases the visibility of your website, and generates more traffic.
Humorous introduction – How to avoid hiding something valuable on the Internet?
Let’s start with an industry joke, a humorous look at the situation.
- What is the best place to hide something valuable?
- The second page of Google search – no one looks there.
If you don’t find it funny, that’s okay. I just wanted to point out the essence of the matter. To promote your store or brand, you need to be noticeable in search engines. The most important of them is Google. The higher, the better. Ideally, when a potential customer enters a query, your offer should be on the first page of the search engine, within the first 10 search results.
Although you might think it’s not such a difficult task, believe me, it is. So much so that specialists often handle this task. Why is it so challenging?
Competition in the e-commerce world
Challenges related to online competition
Imagine there are a million online stores offering the same product, for example, women’s clothing. You type the keyword “women’s clothing” into the search engine. What result do you think you’ll get? Alphabetical, chronological, or completely random order? Still no luck. This question illustrates why positioning is a challenge.
To understand how positioning works, think about which store you would like to find when entering a specific keyword in the search engine. You undoubtedly want the store to actually sell women’s clothing. You also expect the store to be visited by other users, which enhances its reputation. This is a crucial element of successful online shopping. Google must recognize that it is worth showing your store to interested customers.
The role of specialists in the field of store positioning an online.
Positioning specialists play a crucial role in the field of internet marketing. Their task is to optimize websites for search engines (SEO – Search Engine Optimization).
The role of positioning specialists is dynamic because the field of internet marketing is constantly evolving, and search engine algorithms undergo updates. The actions of these specialists aim to improve the visibility and effectiveness of the website in search results, translating into increased traffic and potential customers.
Below are the main areas where positioning specialists play a significant role:
- Market and competition analysis: Positioning specialists conduct a thorough analysis of the market and competition’s activities. They identify keywords, industry trends, and strategies that can help achieve better results in search engines.
- Content optimization: They create and optimize content on the website for keywords. They ensure unique content, the right length, and attractiveness for users. Properly adapted content is crucial for effective positioning.
- Link building: Specialists engage in building durable and valuable links leading to the website. These links are important for search engine algorithms and positively influence the site’s position in search results.
- Website optimization: They ensure technical optimization of the site to make it easy for search engine robots to index. This includes factors such as page loading speed, optimized images, and proper use of tags.
- Data analysis and reporting: They monitor the effectiveness of actions using various analytical tools, providing clients with regular reports. Data analysis allows for adjusting strategies to achieve better results.
- Running advertising campaigns: Positioning specialists often manage online advertising campaigns, such as Google Ads campaigns. An effective combination of paid and organic campaigns can bring synergistic results.
- Keeping up with search engine algorithm changes: They track changes in search engine algorithms and adjust strategies in response to new requirements. This allows maintaining or improving the website’s position in search results.
- Customer education: They help clients understand the complexity of the SEO field, providing information about actions taken within campaigns and their impact on results.
Factors influencing the positioning of an online store
Website content as a key element in store positioning.
The content on your website is one of the most important factors influencing positioning. Good quality means that the text is appropriately long, contains keywords, but above all, is unique. Copying product descriptions is a trick to avoid. Google and users will appreciate authenticity.
Keywords – How to choose and effectively use them
Keywords are words that unequivocally define your product or brand. Choose them wisely and ensure their presence in the content on your website. Avoid generic keywords. Try to use 2 to 4 words that describe your product. When planning to open a store for children, instead of “children,” choose something specific, such as “children’s books,” “children’s poems,” and so on.
Domain history and its impact on store positioning.
The domain’s history is important for positioning. Both a new and acquired domain have certain consequences. Difficulties may arise when taking over a domain with a problematic past. It could have been spammed in the past, or penalties in the form of filters or bans may have been imposed. Positioning in such a case will be a bit more challenging as you’ll have to wait for the removal of penalties.
It’s worth considering the benefits of older domains with valuable links. You may wonder if it makes sense to take the risk and acquire already registered domains.
- Firstly: it may be that the domain on which you want to build your online store is already taken, and you really want it. In that case, you have no choice.
- Secondly: older domains can be an advantage compared to fresh ones in the form of many valuable incoming links. Of course, such a site would have had to be well-managed in terms of positioning.
External links and their significance
External links are another crucial element. Their quantity and quality affect positioning. Collaboration with bloggers and industry portals is currently an effective way to acquire valuable external links. I already mentioned links in the article: How to effectively acquire external links to improve the position of an online store.
It’s worth knowing that the more links on valuable external sites leading to our store, the better for its positioning. Of course, it’s not just about the quantity of links but also their quality. One link from a high-ranking search engine site gives much better results than many links from low-ranking portals.
Currently, the best method of acquiring effective external links is collaboration with bloggers and industry portals. This involves various types of recommendations for our store or a specific product. Unfortunately, it’s a relatively expensive solution because such posts are usually paid. The more renowned the site, the more expensive. That’s why running your own expert blog is so important.
Summary – Key elements of success in online store positioning
The essence of positioning for increased visibility and traffic to the site
Positioning an online store is a crucial element of the sales strategy, aiming to increase the visibility of the website in search results and generate more traffic. A higher position in search results, especially on the first page, contributes to visibility for potential customers.
Choosing a strategy and long-term benefits of effective positioning
Effective positioning requires choosing the right strategy, and its long-term benefits include not only increased visibility and traffic but also building brand reputation, customer trust, and increased chances of attracting new customers.
Ultimately, effective positioning is a comprehensive process that requires consideration of many factors, such as content, keywords, domain history, external links, and constant adaptation to changes in search engine algorithms. Positioning specialists play a crucial role in this process, helping businesses achieve better results in search engines and increase their online presence.
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