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SEO – Search Engine Optimization

Search engine optimization or ‘SEO’ is the process of improving the quality and quantity of website traffic from search engines. The primary aim of SEO is to optimize content and website performance to make it easier for search engines to crawl your site. The process of crawling is when web crawlers (sometimes referred to as bots or spiders) scour over your page and analyse it. From here, these ‘bots’ can extrapolate what your content is about, keywords relevant to your content, and how easy it is for users to get what they want from your site. From here, Google places your site in the search results accordingly.

Well-written content that loads fast and has good-quality backlinks will appear higher than content that’s poorly written on a site with bad architecture. 

SEO Positioning – Rank Higher Agency

Web pages are continually crawled meaning that search engine optimization is an ongoing process. Your aim as a website administrator is to produce content that search engines can match to a specific query. This is because all search engines share the common goal which is to provide the most relevant information to users. 

There are multiple factors that affect the success of your SEO efforts. Google, the largest and most popular search engine in the world, uses over 200 ranking factors to determine which content is the most relevant for a given topic. 

Here are some of the most important ranking factors you need to consider:

Mobile friendliness

With the continual growth in popularity of mobile phones, it is little surprise that Google considers mobile friendliness as an important SEO metric. This means that you must consider the performance of your website on both desktop and mobile versions to get positive SEO results.

Page speed

The speed at which your website loads is another critical ranking factor that you need to consider in your web positioning strategy. Human beings are developing shorter attention spans as the amount of technology and web content continue to rise. Google recognizes this trait and has placed huge emphasis on page load speed as a ranking factor.


A backlink is a link from another website that is pointed towards your website. Backlinking is one of the oldest and most proven SEO techniques that exists. As such, building a strong and varied backlink profile is vital to the visibility and SEO positioning of your website.

Practising good search engine optimization techniques is a must for any business that wants to succeed in the age of digital marketing. It is a concept that is constantly adapting and one which you need to keep up to date in order to stay ahead of the competition. 4

At Rank Higher Agency, we specialize in all things SEO and have a variety of services that will deliver results for your company.


What is SEO?

SEO is the ongoing process of optimizing web pages to rank for specific keywords and search queries.

The main focus of SEO is to have your website visible on as many search engine queries as possible. SEO incorporates technical SEO techniques to focus on the visibility of your website or app.

Practising good SEO will positively impact the search engine position of your website.

This starts by producing high quality content that provides value and adequately addresses the query of your target audience. In addition, you need to ensure that your SEO efforts are constant and unrelenting. Huge amounts of content are published every day which means you need to continuously optimize your web pages if you want to maintain a high position.

SEO directly impacts the amount of traffic to your website. Take Google as an example.

The chances of achieving high and quality traffic to your web page increase dramatically if it were to appear within the first ten results of the search query. Conversely, should your page appear on the second, third, or fourth page of Google results, your chances of traffic decrease significantly.

This means less traffic to your site, less people knowing about your brand, and less people buying your products.

Maintaining a positioning strategy is vital if you want to improve the SEO of your web pages.

One of the easiest, ‘quick win’ ideas is optimizing your existing content. The process should start with pages that are already ranking on the first two pages of the results. This is important because the content is already valued by search engines as relevant to the search query.

Optimizing existing content requires on-page SEO updates such as the usage of correct headings, alt tags, styling, and formatting changes on the page level. It is also important to optimize these pages for a better user experience (UX).

If a human can find what they want on your site, and use your site to get what they want, Google will preference your site in the search results over your competitors. Google is placing increased emphasis on user experience. This means that on-page SEO improvements need to be made in conjunction with optimizing user experience.

Internal linking is the second area to address for a great positioning strategy. Internal linking is the process of adding links within your content that point to other pages on your website.

This approach is particularly important for pages that you would like to be more visible in the results. Using anchor texts that are keyword optimized is also important to keep in mind. Making the anchor text relevant to the topic will make it easier for Google and other search engines to understand what the specific page is all about.

Web positioning

Web positioning is the process of optimizing your website so it appears within the top results of a search engine query. This process is an integral component of inbound marketing whereby the main focus is to attract traffic to your company’s website. The higher that your website appears in the search results, the more likely you will gain quality traffic from that particular search query.

Web positioning is aligned with content marketing. Your potential customers use search engines to find out more information on a search query that they have identified. Producing pertinent, interesting, and digestible content can lure these people to your website. This content gives you the opportunity to promote your products while also serving as a valuable resource to the visitor. By publishing content that on multiple queries you can build a huge audience of visitors to your website.

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Once the content is published, the focus now needs to be directed towards bolstering web positioning. Unfortunately, writing amazing content does not guarantee high search traffic if done alone. In reality, it means very little if the content is buried deep down in the search results. People don’t spend the time to dig much deeper than the second page of the results. If your content were to appear any lower than the second page, you can all but forget any notion of quality traffic to your site.

For this reason, placing equal emphasis on content production and web positioning. To achieve quality results, you need to ensure that you are practising good SEO techniques such as on-page SEO and UX improvements, internal linking, and building a quality backlink profile to the relevant content. These techniques coupled with quality content will ensure high traffic to your website.

It is essential to remember that web positioning is an ongoing process. The SEO landscape is constantly adapting and your competitors are fighting for the same search engine positions as you are. You must continually work on your web positioning strategy to grow and retain traffic to your website. Failure to do so, will see this content quickly slip down the rankings and far from the eyes of potential customers.

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Positioning strategy

Having an SEO optimized website with high quality content is integral to digital marketing success. However, doing these two things alone does not guarantee positive results. That is why you need to implement and maintain a positioning strategy to ensure maximum website visibility.

There are multiple steps in building a positioning strategy that will deliver results. The process starts by conducting research for relevant keywords within your niche. By researching the number of monthly searches and analyzing your competitor’s content, you can come up with a list of keywords to target. These keywords will form the basis of the content that is published on your website. This content can be written on any type of page – homepages, blogs, product pages or case studies. What’s most important at this stage, is understanding the needs of your target audience and delivering appropriate content that they will likely consume. 

The next step of your positioning strategy is publishing well-structured content.


Google, in particular, likes content that is structured in a particular manner which makes it easier for their web crawlers to crawl your site. Using appropriate headings (H1, H2, H3), optimized meta titles and descriptions, and using appropriate alt tags for images & videos are all important aspects of well-structured content. It may seem mundane but these simple techniques can make all the difference to the visibility of your website.

Internal linking is another pillar of positioning strategy. The number and quality of internal links within your site directly impacts SEO positioning. This technique is particularly important as search engines have become more advanced. Internal links serve as a map for website crawlers by helping them navigate through your site. Visitors can also use them to find other relevant pieces of content that may not have the same visibility as the page they first visited. Opportunities for internal linking will continue to grow as you publish more content on your website.

Backlinking is crucial to any successful positioning strategy. This approach works by obtaining links from external websites that point towards your content. Many independent tests have been executed to show that external backlinks pointing back to your site are the biggest factor in making it rank for highly competitive keywords in a flooded market.

The chances of higher SEO will dramatically improve as the number and quality of links increase to your site. However it’s important to note that links from high-quality, well written and authoritative sites will give your SEO efforts the biggest boost. Trying to automate link building, or creating your own sites to give more backlinks is considered ‘black hat SEO’. This is frowned upon, if discovered, Google and other search engines can punish you with a ‘manual action’, and remove your entire listing from it’s listings.

Backlinks can be achieved through concerted link building outreach or organically as the search engine visibility of your content improves. Despite being one of the older positioning strategies around, backlinking must remain at the forefront of your SEO efforts.

At Rank Higher Agency, we deliver a wide range of services that will help you with your positioning strategy. Our experienced team has helped deliver over 6,000 SEO projects and we’d love to help you build a winning positioning strategy.