What is Search Engine Positioning? [SEO 101]

Written by Patrick Socha

Patrick Socha is the founder and managing director of Sonan Digital Inc. He is a seasoned business growth professional with a background in B2B Sales.

July 7, 2021

In the modern world of B2B search marketing SEO, or search engine optimization, is an important consideration to ensure your business is as visible as possible. Search engines, such as Google or Microsoft’s Bing, are constantly updating their search results. SEO is how businesses can use Search Engine Positioning to their advantage.

A Search Engine Positioning Example

Let’s say that you are a dog shampoo manufacturer that is looking to receive the attention of Poodle owners. By creating a piece of content that targets a specific keyword, such as “Grooming Tips for Poodle Owners”, you can possibly begin to appear on search results related to that topic. One piece of helpful content can expose thousands of poodle owners to your blog and brand.

The Complexities of Search Engine Positioning

While Search Engine Positioning and SEO are fairly easy to understand concepts, there are many factors that go into determining what results appear for each search. Search term results can often vary due to language, geography, and other variables. Without going into too much detail, there are a number of reasons why your search results may not be the same as someone else’s.

Beyond this, the number of links to both your website and webpage are also vital factors. Google’s search algorithm, PageRank, decides on which content to show to searchers based on the number of related links to that page and website. Overall, website credibility within Google is called Domain Authority. Beyond this, each specific page’s credibility is determined by the number of links to that webpage from other domains. Both are important considerations to keep in mind.

In order for your webpage to rank for a specific keyword, it needs to appear on the page at least a few times. Often, it is also best to target a single keyword. Going back to our previous example, focusing on “Grooming Tips for Minature Poodles” instead of “Grooming Tips for Poodle Owners” will give you a much better chance of actually appearing in that search.

Getting Started with SEO

Overall, Search Engine Positioning is a complex topic. Yoast SEO or SE Ranking are both helpful tools to getting started. Oftentimes, it is best to work with an SEO specialist to ensure you see results. As a business owner or marketing manager, managing an SEO strategy can be time-consuming. Need further assistance with SEO or don’t have the time? Connect with our team here at Sonan Digital. We’ll be glad to assess your SEO goals and see how we can help.

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