From reading the definition of search engine placement, you may be wondering what exactly is the difference between search engine placement and search engine optimization (SEO) Search Engine Positioning vs SEO.
It is not uncommon to use these terms interchangeably, however, there is a slight difference between the two terms.
Where SEO focuses on site-wide improvements, search engine placement emphasizes obtaining higher rankings for specific pages.
For example, a typical SEO strategy might include a link building campaign to increase backlinks to the site’s homepage (e.g. www.seoptimer.com), which increases the domain authority of the entire website.
Compared to a search engine placement campaign that might focus on improving the ranking of one of the core product pages for a software product (e.g. www.seoptimer.com/keyword-research-tool).
This will involve creating content that specifically addresses the core product. For our example of keyword research tools, we will create content on topics such as:
- How to do keyword research
- Keyword research mistakes
- How to find easy keyword opportunities
- Keyword research best practices
In each of these blog posts, we will add internal links to core product pages.
How to Improve Page Position in Search Engines
Now that you know the difference between SEO and search engine rankings, let’s dive into how you can use search engine rankings to improve the rankings of specific pages.
Target the Right Keywords
Your keyword strategy will be the foundation of everything you do to improve your search engine rankings.
Whether you’re updating old content (more on that next) or creating new content from scratch, you need to target the right keywords.
And no, the right keywords aren’t just the ones that best define your business. Rather, the right keywords to target are the ones you can realistically rank for, while accurately describing your business.
For example, a plumbing company might think that the best keyword to target is “ best plumber in [city] ”, however, that is a very competitive keyword, so they might instead look to target something similar like “ emergency plumber in [city] ”.
Keyword research tool SEOptimer’s keyword research tool can be used to find the right keywords to target. With our tool, you can find keywords with low competition and high search volume to use in your search engine placement strategy.
Update Old Content
One of the key components to search engine positioning is updating old content and web pages to improve their keyword rankings.
There are a few reasons why this is beneficial. Updating old blog posts and content shows Google that there is “fresh” activity on a URL. This helps increase the freshness factor of a page and can lead to improved rankings.
Furthermore, by updating old blog posts, you can add new statistics and information that is relevant to the original topic of the post.
Likewise, you can delete outdated information that is no longer valid.
The great thing about updating old content that already ranks highly is that Google already understands what the page is about and has ranked it for relevant search queries.
Furthermore, when you update an old page you are simply building on an existing foundation, unlike creating a completely new blog post from scratch.
At SEOptimer, we have found great success with phone number database updating old blog content. When it comes to updating old blog posts, there are a few things you can do to optimize them:
- Enter additional keywords that are long and match exactly
- Add new imagery and relevant media
- Extend the length of blog articles
- Make sure elements on your site such as header tags , image alt tags, titles, and meta descriptions are optimized according to SEO best practices.
- Add relevant internal links to blog posts as well as links from other posts to the one you are updating.
Optimize for Core Web Vitals
Google prefers to rank websites that have a good overall user experience. Core Web Vitals are a set of metrics that Google uses to measure the user experience on a page.
They measure page load time, usability, and 5 best ways to save money with a virtual assistant responsiveness, then generate a score for each aspect.
The official names for these three measurements are:
- Cumulative Layout Shift : measures the visual stability of a page.
- Largest Contentful Paint : measures the time it takes for the largest content element to fully load.
- First Input Delay : measures the time between the first user input and when the page responds.
So how do you ensure that your website and every page on it is optimized for SEO?
You want to make sure that your site loads as quickly as possible. This is a good starting point, as slow page load speeds are one of the biggest factors that can negatively impact user experience.
Since the majority of web traffic is on mobile devices, webmasters and SEOs need to think about the user experience on these devices.
If your website is not responsive usa lists across all devices (desktop, mobile, and tablet), then you will get a poor Core Web Vitals score for this measure.
Luckily, most modern Content Management Systems already take care of responsiveness, so you don’t have to worry too much about this.
However, you also want to make sure that the general layout of your website ensures that interactive elements (buttons, forms, etc.) are easy to use on mobile devices.