Best positioning, or what exactly does Google want?

Factors influencing SEO

To understand what the best SEO activities are, we need to look at the search engine holistically, from the so-called “broad framing”.

Narrow framing takes into account the immediate effects that appear within a few weeks of implementing changes to the website. Specific SEO activities aimed at achieving these goals include:

• Website optimization – speeding up its operation, creating a clear structure, minifying the code, performing internal linking, installing SSL, etc
• Substantive enrichment – creating SEO texts on the blog and offer subpages, developing a friendly layout in the form of headings, highlights, quotes, bullet points.
• Link acquisition – in the form of sponsored texts, guest texts and back pages.

Of course, there are hundreds of ranking factors, and the lion’s share is unknown and is a secret to Google. Nevertheless, experience confirms that regular implementation of the above actions is like taking small steps in gaining increasingly better visibility. However, in order to choose the right course for the best positioning, you need to go beyond the analysis of your own interest and examine what Google wants above all.

The best positioning through Google’s eyes

Gaining positions is a long and laborious process. The best positions will be achieved by companies that will act in accordance with the search engine’s policy in the long term. We will discuss what this concept means and what conclusions emerge from broad framing.

The goal is users

Google needs users to earn money. Its business potential, related to paid Google Ads, grows along with the number of site users. This means that the search engine must display the most useful content that adequately responds to user queries.

The main reason it has dominated the market is precisely because it has best adapted search results to the needs of its recipients.

Usability of the site counts

We already know that the positions obtained ultimately depend on whether the site meets the needs of users. Therefore, in the long run, all activities that increase its usability will have a positive impact on visibility and vice versa.

A link profile, the development of which is usually the main activity of SEO specialists, does not do this at all. It is only an indication to Google that the site is credible, since other portals link to it. This in turn allows for manipulation of the ranking (which Google itself warns against in its guidelines for webmasters) and achieving a higher position.

However, as we have already concluded, such activities, which do not bring any added value to users, are contrary to Google’s policy and therefore will not bring any effect in the long term.

They can currently work and they do – the position of a site is largely dependent on the number of links. Let us bear in mind, however, that search engine algorithms are becoming increasingly intelligent and are already assessing whether a site is intended for linking for money (so-called presell page), degrading its strength and beneficiaries, or whether the link profile is created artificially (in the case of an unnatural profile, penalties are imposed).

Which is the best way to rank a site?

Since the goal of our considerations is the proudly sounding ‘best positioning’, we can see with the help of wide framing in which direction we should go.

It is necessary to work diligently on the site in order to increase its value for users. There is no other solution in the long term, because it results from Google’s own interest.

If an SEO agency can help with this by optimizing the structure of the site or adding specialized content, great. However, when it ensures high visibility using ‘company secret methods’, we see a clear disruption of the healthy idea of ​​​​positioning. If these changes are to be felt by the recipients of the site, they should not be a secret to its owner, right? Of course, in this case we can assume that it is about linking (usually from private backends), so – using the above information – let’s think about whether the contractor will provide us with the best positioning if they do not increase the usability of the site in any way. The answer is clear.

The shortest and at the same time the truest assumption about SEO: The site should be improved in such a way that it is perfect for the users. That’s all and that’s all.

Essential elements include interesting, industry-specific content, user-friendly layout, clear page structure, data security (SSL, privacy policy), etc. There is no single recipe for success, instead there is a lot of work and improvement waiting to be done if we want to effectively climb to the top of Google. As the webmasters’ advice goes: “act as if the search engine did not exist.”