- SEO
- how to generate organic traffic , core web vitals , Google web vitals , positioning of a website in search engines , google positioning , website does not rank
If you have been launching your corporate website for some time now and, despite the effort taken to manage it, visits are struggling to grow, the site is probably not positioned correctly on search engines . This means that your business has no visibility online and that users are having a hard time finding it.
The positioning of a website in search engines is a complex process, but by using the right tools, it is possible to improve it and over time get to be among the first results in the SERP. Let’s see what can be the causes that hinder a correct positioning on search engines .
Positioning a website: what it means
When we talk about positioning on search engines for a website, a blog or an e-commerce, we refer to the visibility it has online among the results proposed following a specific query or a request made by the user with a specific search key. The positioning of a website , therefore, is the operation through which the site is optimized with the aim of placing it in a relevant position within the search results page called SERP (Search Engine Results Page).
Today, people use search engines for the most diverse actions and needs from purchasing products and services to gathering information relating to their interests. To do this in most cases they rely on the first page proposed by search engines: for this reason the correct positioning of a website is considered one of the determining factors for the success of a business activity and an essential element to find one’s own space. on the market.
Why a website does not rank
Although there are several sources of traffic to a website, today the majority of users land on a website via search engines. Consequently, optimizing a website correctly is the key to any digital marketing strategy that gives the possibility to position itself effectively and to appear as high as possible in the SERP.
If a website struggles to rank , it is necessary to verify that a series of requirements are met:
- Effective use of SEO : it is the key to positioning yourself on search engines. Google , for example, uses more than 200 metrics to understand which content to rank at the top of the results in order to respond in the best possible way to the user’s search. Therefore, creating quality content correctly optimized with the keywords chosen by users is the factor that most determines the correct positioning of a site;
- Choice of the right CMS : the Content Management System, the content management system that allows you to create a website, must be modern and SEO friendly. This means that it must necessarily comply with some technical requirements that allow a search engine like Google to index the site and, consequently, to position it. Some key requirements are the ability to edit title and meta description tags, to customize the URL of the pages, to cach the resources so as not to overload the site excessively;
- Effective design on mobile : today, online searches are being done more and more from mobile and Google itself has confirmed that a site that can be easily navigated from a mobile device is an important ranking factor. The advice is to have a responsive design or to create a website capable of easily adapting to the most diverse devices;
- Link building : this is an SEO strategy that aims to obtain inbound links from other external sites. The so -called backlinks help to position your website because they drive traffic to the site and, at the same time, give it authority. In fact, Google reads inbound links as a qualification that industry experts attribute to a particular website.
- Speed : 2021 will be characterized by the release by Google of ” Core Web Vitals “. Web Vitals is a Google initiative to provide a great user experience on the web. Speed is a ranking factor but this year it will gain even more importance. Web Vitals are fundamental quality signals to offer better UX on the Web (reference https://web.dev/vitals ) with an emphasis on loading, interactivity and layout shifting metrics. Therefore, if your site is slow (it loads over 2/3 seconds, requires too many requests for loading, etc) it will be necessary to intervene quickly. To measure performance independently I suggest 2 very effective online tools Pingdom Website Speed Testand GT Metrix . If you run them make sure you use a “nearby” city as the source of the tests (London instead of Canada for example for GT Metrix). The first step to fix this criticality is to evaluate your hosting provider, being on a slow server and that does not implement advanced caching mechanisms (eg OPcache, Redis, Varnish etc ..) can make the difference between having a fast site or slow and between invoicing or letting the order be placed instead of your e-commerce by that of your competitor.
Do you need to position your website? Keep in touch!
If you need to increase the visibility of your online business , SEO Leader offers digital marketing consultancy to optimize the website and generate qualified organic traffic from Google. It is a 360 ° approach both ON page with interventions regarding content indexing, HTML optimization , site performance and OFF page related to increasing brand awareness and web reputation.
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Do you want to receive qualified traffic from Google and increase visibility and conversions?
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