SEO, or search engine optimization, is the process of improving the visibility of a website in search engine results pages (SERPs). When a user enters a search query, search engines return a list of websites that they believe are relevant to the query. The higher a website appears in the SERPs, the more likely it is to be seen by users.
There are two main types of SEO: on-page and off-page. On-page SEO refers to the optimization of a website’s content, structure, and code to make it more relevant to search engines. Off-page SEO refers to the building of backlinks to a website from other high-quality websites.
SEO is the process of enhancing the visibility of a website for specific phrases. In this context, the two key steps are an SEO audit and keyword selection. In the e-commerce sector, competitive analysis is also essential.
An audit allows you to assess the state of website optimization, identify errors, and evaluate its potential. The selection of appropriate keywords is crucial, as a wrong choice can lead to positioning under inappropriate phrases. These keywords are selected based on the website’s topic, the audience’s expectations, popular queries in Google, and their competitiveness.
The next step is to optimize the website, which includes improving its structure, creating appropriate headings and meta-descriptions, and fixing technical errors. Actions on the website, such as creating SEO content or optimizing graphics, are equally important. On the other hand, off-site SEO focuses mainly on acquiring valuable external links.
An SEO strategy is created based on an SEO audit, the available budget, and the client’s goals. It defines a plan of action for the coming months. For example, the first month may focus on fixing critical errors. Then, the strategy is adapted to individual needs and goals, taking into account the selected keywords. It is important for the client to be kept up-to-date with planned changes to the page, and for specialists from various fields to collaborate in its creation.
Kluczem do skutecznego pozycjonowania jest jakość treści. Musi być ona unikatowa, dostosowana do wymogów SEO i nie może być skopiowana z innych źródeł. Treść powinna być starannie zaplanowana, uwzględniając liczne aspekty, takie jak liczba i rodzaj podstron czy tematyka. Najpierw skupia się na głównych podstronach, które odgrywają kluczową rolę w pozycjonowaniu, a następnie tworzy się treść dla podstron podrzędnych. Planowanie treści powinno uwzględniać jej wartość dla czytelnika i zgodność z profilem strony. Ważne jest także dokładne sprawdzenie treści pod względem merytorycznym, językowym i gramatycznym.
