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SEO strategy

Mastering Your SEO Strategy with PositionMySite

A Comprehensive Guide to Building an Effective SEO Strategy with PositionMySite

Introduction to SEO

Search Engine Optimization (SEO) is a digital marketing strategy that focuses on enhancing a website’s visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. An SEO strategy is your long-term action plan for improving your website’s visibility in search engine results.

What is SEO?

Search Engine Optimization, or SEO, is a multifaceted and strategic process aimed at improving your website’s visibility in search engine results. This visibility pertains to organic, or non-paid, search results. When implemented effectively, SEO ensures that when people search for the products you offer, the services you provide, or the information you specialize in, your website is more likely to appear in the search results.

SEO is not a singular action, but a collection of best practices that improve your website’s position in search engine results. These practices range from technical optimizations on your website’s backend, such as improving page speed, to creative elements like content quality and relevance.

SEO is fundamentally about creating a website that is easy to find, easy to crawl (by search engines), and easy to categorize. It’s about creating content that your users find helpful, informative, and valuable. It’s about improving the online experience for your users and ensuring they can find what they need on your site with ease.

The better your website’s SEO, the higher its visibility in search results. This increased visibility directly correlates with higher traffic, and by extension, a higher potential to convert visitors into customers or loyal audience members. Your SEO strategy may include setting goals, defining KPIs, deciding how projects will be implemented, and more.

But SEO isn’t just about attracting any traffic—it’s about attracting the right traffic. By targeting specific keywords and phrases that your ideal audience is searching for, SEO allows you to attract qualified traffic. This is traffic that is more likely to convert because they are already interested in what you offer.

In essence, SEO is a crucial component of digital marketing. It’s a strategy that requires ongoing effort and attention, but it’s one that can lead to significant rewards.

SEO vs. SEM and PPC


Search Engine Marketing (SEM), Pay-Per-Click (PPC), and Search Engine Optimization (SEO) are all integral parts of the digital marketing landscape, each with its unique benefits and strategies.

SEM is an umbrella term that encompasses both SEO and PPC. It refers to the strategies and techniques that marketers use to increase visibility in search engine results pages (SERPs). SEM strategies can be divided into two main categories: organic (SEO) and paid (PPC) search.

SEO is the practice of optimizing a website to rank higher in organic, or non-paid, search results. It involves a variety of tactics, including keyword research, content creation, technical optimization, and link building. The goal of SEO is to attract organic traffic from search engines by creating a website that is both user-friendly and search engine-friendly.

On the other hand, PPC is a digital marketing strategy where advertisers pay a fee each time their ad is clicked. This is essentially a way of buying visits to your site, rather than attempting to earn those visits organically. PPC is often associated with first-tier search engines like Google Ads and Bing Ads. Advertisers bid on keyword phrases relevant to their target market, and when users search for those keywords, the advertiser’s ad may appear in the sponsored results at the top of the SERP.

While SEO and PPC might seem like completely different strategies, they’re actually two sides of the same coin: search. SEO is about optimizing your website to attract organic traffic, while PPC is about investing in strategic advertising to attract paid traffic. Both strategies aim to attract visitors to your website, but they do so in different ways.

In essence, SEO is a long-term strategy that aims to improve your website’s organic visibility over time. It’s about building a strong foundation and reputation that will attract and retain traffic. PPC, on the other hand, can provide immediate results by placing your ads in front of potential customers right away. However, the results of PPC are often short-lived and depend on your advertising budget.

The choice between SEO, PPC, or a combination of both depends on your business goals, budget, and timeline. A well-rounded digital marketing strategy often includes both SEO and PPC to cover all aspects of the search landscape.

The Importance of SEO

Search Engine Optimization (SEO) is a critical component of any successful digital marketing strategy. It’s a crucial marketing channel that can deliver a significant portion of all website traffic. As the digital landscape continues to grow and evolve, the importance of SEO has never been greater.

In today’s digital age, people increasingly turn to search engines to find information, conduct research, or make a purchase. Whether they’re looking for a local restaurant, a specific product, or a piece of information, search engines are often the first port of call. This means that if your website isn’t visible in search engine results, you’re missing out on a vast amount of potential traffic and, consequently, potential customers.

SEO is vital for businesses of all sizes. For small businesses, a well-optimized website can help level the playing field with larger competitors. For larger businesses, SEO is essential to maintain market share and visibility in an increasingly crowded online space.

Improving your visibility and ranking higher than your competitors can have a positive impact on your bottom line. Websites that appear on the first page of search engine results receive almost 95% of web traffic. This means that if your website isn’t on the first page, you’re only reaching a small fraction of your potential audience.

But SEO isn’t just about driving traffic. It’s also about attracting the right kind of traffic. By targeting specific keywords and phrases, SEO allows you to attract users who are actively searching for the products or services you offer. These users are more likely to convert, making SEO a highly effective tool for increasing conversions and ROI.

Furthermore, SEO is a cost-effective marketing strategy. Unlike paid advertising, which requires ongoing investment to maintain visibility, the effects of SEO are long-lasting. With regular maintenance and updates, a well-optimized website can continue to attract traffic and generate sales over time.

In conclusion, SEO is a critical tool in the modern digital marketing landscape. It’s a strategy that can improve your visibility, attract high-quality traffic, increase conversions, and boost your bottom line. As the digital world continues to evolve, the importance of SEO is only set to increase.

Can I Do SEO For Myself?

The world of SEO is complex, but most people can easily understand the basics. Even a small amount of knowledge can make a big difference. Free SEO education is widely available on the web, including guides like this one! Depending on your time commitment, your willingness to learn, and the complexity of your website, you may decide you need an expert to handle things for you.

The Basics of SEO

SEO isn’t just about building search engine-friendly websites. It’s about making your site better for people too. At Position My Site, we believe these principles go hand-in-hand. This guide is designed to describe all areas of SEO—from finding the terms and phrases (keywords) that generate traffic to your website, to making your site friendly to search engines, to building links and marketing the unique value of your site.

How Search Engines Operate

Search engines have two major functions: crawling and building an index, and providing search users with a ranked list of the websites they’ve determined are the most relevant.

Crawling and Indexing: Search engines use spiders to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically.

Providing Answers: When a person performs an online search, the search engine scours its corpus of billions of documents and does two things: first, it returns only those results that are relevant or useful to the searcher’s query; second, it ranks those results according to the popularity of the websites serving the information.

Six Essential Areas That Make SEO Work:

Understanding How Search Engines Work

How Search Engine Operates

If you want people to find your business via search – on any platform – you need to understand the technical processes behind how the engine works – and then ensure you are providing all the right “signals” to influence that visibility. For traditional web search engines like Google, there are four separate stages of search: Crawling, Rendering, Indexing, and Ranking. However, optimizing for Google search is different from optimizing for other platforms like YouTube or Amazon. For instance, on Facebook, factors such as engagement and connections matter, while on Twitter, signals like recency, interactions, or the author’s credibility are important.


Research forms the backbone of any successful SEO strategy. It’s the process that informs your decisions and guides your actions. Some forms of research that are crucial to improving SEO performance include:

Audience Research: Understanding your target audience or market is fundamental. Who are they? What are their pain points? What questions do they have that you can answer? The PMS Site Signals Suite can provide valuable insights into your audience’s behavior, helping you better understand their needs and preferences.

Keyword Research: This process helps you identify and incorporate relevant and valuable search terms people use into your pages. The PMS Site Signals Suite includes a robust keyword research tool that can help you discover the most effective keywords for your business.

Competitor Research: What are your competitors doing? What are their strengths and weaknesses? What types of content are they publishing? With the PMS Site Signals Suite, you can monitor your competitors’ SEO strategies and gain insights that can inform your own approach.

Brand/Business/Client Research: What are their goals, and how can SEO help them achieve those goals? The PMS Site Signals Suite can help you track the performance of your SEO efforts and align them with your business objectives.

Website Research: Various SEO audits can uncover opportunities and issues on a website that are preventing success in organic search. The PMS Site Signals Suite includes comprehensive auditing tools that can help you identify and address these issues.

SERP Analysis: This will help you understand the search intent for a given query and create content that is more likely to earn rankings or visibility. The PMS Site Signals Suite provides detailed SERP analysis, helping you understand how to better cater to search intent.

By leveraging the capabilities of the PMS Site Signals Suite, you can conduct thorough and effective research that will significantly enhance your SEO performance. The suite’s comprehensive tools and features are designed to provide you with the insights you need to make informed decisions and implement successful SEO strategies.


Once you’ve done your research, it’s time to turn your insights into an actionable SEO strategy. An SEO strategy is your long-term action plan. You need to set goals – and a plan for how you will reach them. Your SEO plan may include setting goals and expectations, defining and aligning meaningful KPIs and metrics, deciding how projects will be created and implemented, coordinating and communicating with stakeholders, choosing and implementing tools/technology, hiring, training and structuring a team, setting a budget, measuring and reporting on results, and documenting the strategy and process.

Creating and Implementing

Once all the research is done, it’s time to turn ideas into action. That means creating new content, recommending or implementing changes or enhancements to existing pages, and removing old, outdated or low-quality content.

Monitoring and Maintaining

Maintaining the health of your website is crucial. You need to be aware when something goes wrong or breaks on your website. This is where monitoring becomes critical. With the help of tools like our SEO Site Signals Suite, you can stay informed if traffic drops to a critical page, pages become slow, unresponsive or fall out of the index, your entire website goes offline, links break, or any other number of potential catastrophic issues occur. The SEO Site Signals Suite is designed to provide real-time monitoring and alerts, ensuring you can act promptly to rectify any issues and maintain your site’s performance.

Analyzing, Assessing and Reporting on Performance

Improvement in SEO is driven by measurement. If you don’t measure SEO, you can’t improve it. To make data-driven decisions about SEO, you’ll need to use website analytics and tools/platforms. Our SEO Site Signals Suite is an invaluable tool in this regard, providing comprehensive analytics that can help guide your SEO strategy.

After you’ve collected the data, you’ll need to report on progress. Performance reporting should tell a story and be done at meaningful time intervals, typically comparing to previous report periods. The SEO Site Signals Suite can generate detailed reports, providing insights into your SEO performance and highlighting areas for improvement. These reports can help you understand the impact of your SEO efforts and guide future strategies.

At PositionMySite.com, we cover all these areas to ensure your website is optimized for search engines and is attracting the right audience. With the PMS Site Signals Suite, you can monitor the performance of your SEO strategy and make data-driven decisions to improve it.

The Importance of Link Building

Link building is a critical aspect of SEO. Links are a signal to search engines that your site is a quality resource worthy of citation. Therefore, sites with more backlinks tend to earn higher rankings. There are several techniques for building links, and while they vary in difficulty, SEOs tend to agree that link building is one of the hardest parts of their jobs.

The Power of Social Media

Social media platforms are more than just additional channels for your brand’s voice and content. They also significantly influence your company’s search engine rankings. As social media usage continues to rise, it’s essential for SEO strategies to integrate social media.

The Future of SEO

With the development of a few advanced algorithms, SEO has changed over the years. What hasn’t changed is the internet’s continued growth and the role SEO plays in the marketing mix. One thing is sure: SEO is a concept that will never fade out. It will only evolve and become more significant in the time to come.

This guide is just the beginning of your journey towards better understanding SEO. It’s a complex field, and the best way to learn is to dive in and get your hands dirty. With the right mindset and a sound commitment, you can implement your SEO strategy and reap the benefits of increased visibility and higher web traffic.

PositionMySite.com’s SEO Resources

PositionMySite.com has been a reliable source of SEO knowledge since its inception. In addition to news stories penned by our dedicated editorial team, PositionMySite.com also publishes articles contributed by a diverse group of subject matter experts. These articles feature invaluable SEO tips, tactics, trends, and analysis.

While we might be a bit biased, we highly recommend signing up to receive PositionMySite.com’s free email newsletter. This newsletter, delivered every weekday, features a roundup of the latest SEO news and insights.

PositionMySite.com also offers a variety of categories on topics dedicated to specific areas and platforms that you might find helpful:

All Things SEO
Bing SEO
Content SEO
Ecommerce SEO
Enterprise SEO
Google’s Expertise, Authoritative Score, Trustworthiness
Google Algorithm Updates
Google Search Console
Google Search Features
Link Building
Local SEO
News SEO
Technical SEO

These resources are designed to help you navigate the complex world of SEO, whether you’re a beginner just starting out or an experienced professional looking to stay on top of the latest trends.

Facing a particular SEO challenge? Consult with an SEO Specialist at PositionMySite.