Online marketing

Good positioning is good for business

Every day, your prospective Customers enter various phrases into the Google search engine, potentially looking for what you have to offer. It is crucial that they find your website at the top of the search results, otherwise they might choose your competitors. You may have the best business concept, but this does not mean much unless your Customers are aware of it. Trying to promote a website or an online shop without proper organic positioning is like pushing a car uphill with the handbrake engaged.

We are aware of this and design your website from the ground up with natural positioning in mind.

As many as 38% of Internet users in Poland use AdBlock (a browser extension that blocks advertisements). This is bad news for anyone using paid website promotion, but good news for you if you are using organic positioning. Being present in the results of natural search (results other than sponsored links, information on businesses displayed in Google Maps, etc.) will allow you to reach Customers who use AdBlock and do not see the standard forms of advertising. AdBlock will not block the display of Google search results in any way, and this manner of positioning will lead to more Customers visiting your website.

Being present in the natural results (also referred to as ‘organic’ results) makes your website look more credible to Internet users. This is particularly apparent when your website’s address can be found using many different keywords, convincing the Internet user that your company is an industry leader and making them trust you more. This aspect must be kept in mind from the very beginning of the website design process.

Positioning may seem an insignificant aspect and you may choose to ignore it, but this will lead to lower recognisability, credibility and sales. Properly positioning your website translated into more traffic as more potential Customer visit your website, increasing your sales and opening growth opportunities. A good selection of key words can bring about an excellent conversion level compared to other marketing channels.
Take care of your positioning first before you consider paid forms of advertising. We can help you with that!

How do we position your website?

Positioning is a foundation for your website. As such, it must be reliable and handled professionally. This long-term process is not a one-off task. It will ultimately improve your website’s visibility on the Web, but for positioning to deliver the desired effect, the process must be consistent and follow a plan, using internal and external measures. Most importantly, however, these measures must be accompanied by a precise and careful analysis of what will be beneficial to you.

This is our approach to positioning your website. As in any process, we start by talking to you, analysing your competitors, specifying keywords and continuous testing.

Next, together we take measures to improve your visibility on the Web and your sales, using paid advertising, remarketing and any tools which work best in your industry.
First the foundations, then the walls, and finally the ornaments – all according to industry standards.

See how we can make more potential Customers visiting your online shop step by step:

Step 1:  Website audit for positioning

We start with a thorough analysis of the technical structure and content of a website. If a website is already up and running, we analyse how search engine-friendly it is and what can be improved to facilitate positioning. While designing a website from the ground up, we make sure that everything works as it should from the start.
When necessary, we suggest technical changes that are important for the process of optimising the website to be better positioned in the Google search engine.

Implementing changes to the website to facilitate its positioning is referred to as optimisation. It is an important part of Search Engine Optimisation (SEO).

Step 2: We select key words that work best for you

Before positioning measures are taken, we select key words that will work best for you, while avoiding ones that are not likely to benefit you in any way, even though they may look appealing. We seek key words that will attract Customers to your website who are genuinely interested in your offer and services.

Some of the popular key words may not necessarily work for you. In such a case, the so called ‘long tail’ can be used. There are two approaches to determining long tail phrases. The first approach assumes the use of less popular words. The idea is that users who choose such words for their search have a clearly defined goal, and it is more likely that they will click a link and be converted. This approach has contributed to the success of Amazon and Netflix, which, not being restrained by warehouse capacity, are able to offer millions of products to Customers. The second approach to the long tail concept involves choosing key phrases consisting of multiple words. Any words can be used (which are not necessarily untypical), but the multitude of possible combinations results in many unique phrases. As it is the case with the first approach, such phrases have a high probability of being aligned with the Customer’s needs.

While selecting words used in marketing measures, we use tools provided by Google and examine the number of searches including particular phrases. We also avail ourselves of test campaigns of Google AdWords sponsored links, allowing us to assess the popularity of specific key words.

We also remember to use ‘long tail’ niche phrases, consisting of multiple words. Although there are fewer searches including such phrases, they deserve a closer look because they can help you reach potential Customers who have a clear idea of the products and services they are searching. Most importantly, however, they will allow you to reach Customers who have been ignored by your competitors, giving you a direct competitive advantage and an opportunity to stay ahead of other businesses in your industry.

Step 3: Taking action

Following the analysis, design phase and selection of key words, it is time to act. We work to improve the website directly, but also take a look at its environment, collecting valuable reference data. We consider a number of factors (approximately two hundred) which affect positioning in the Google search engine and constantly implement measures for a more effective website positioning and stable results.
We monitor the results as we work. Every month, we prepare a summary and deliver it to you in a report. By knowing the current work progress, you can size up your marketing budget on the go.

Avoiding risk

By deciding to position your website with Web24, you can be certain that we will do everything to make your business distinctively visible in the Google search engine. Since the basis for billing is the final result, i.e. the actual position of the website and presence in the top ten search results, we want you to be successful.

This billing model is fully safe for you because you pay only if your website is displayed among the top ten search results. Furthermore, we are committed to preventing automatic website blocking by Google. We make sure that your website is up to the highest standards.

Crucially, we operate strategically. We position your website with carefully selected key words, based on analysing their popularity using Google’s official tools. We consider both highly popular and niche key works which express the intentions of potential Customers (in other words, we apply the long tail concept to the search).

Furthermore, in the positioning process, we consider opportunities for your business to expand into foreign markets with additional language versions, which are also worth of promoting with Google, allowing your business to increase its potential and grow.

Why use Google AdWords?

Effective and organic positioning means a lot, but your results can be improved even further.  An AdWords campaign is great for complementing positioning, delivering results faster and helping with the selection of key words.  A well prepared Google AdWords campaign allows the target group to be determined with a high level of precision.

Using this type of advertising allows you to display your marketing communication above natural results in Google, giving you a competitive advantage.
Among other things, AdWords allows you to target consumers based on location (city, Voivodeship, country), language version, devices used (desktops, smartphones), days of the week and time when your advertisements will be displayed.

AdWords advertisements can also be useful for attracting traffic to different language versions of your website. This will grant you fast and easy access to foreign markets and Customers in specific countries.

It is worth using Google AdWords advertising in addition to, rather than instead of, SEO. These two forms of promotion are best treated as mutually complementary to generate even more traffic on your website and attract more Customers.

Remarketing: a powerful advertising tool

Positioning and Google AdWords are powerful tools, and so is remarketing. It allows you display your marketing communication to users who visited your website but did not make a purchase. Once they visit other websites which display Google advertisements (GDN – Google Display Network), you can remind them of your offer

Remarketing is an extra opportunity to acquire Customers. Use it!

Why is remarketing so highly recommended? The main reason is that it attracts people to your website who were initially interested in your offer but hesitated to make a final decision. Remarketing allows you to remind them of your website.

Another application for remarketing is when a prospective Customer compares offers from different businesses, but postpones their decision. Remarketing allows you to remind them of your brand, increasing the probability that they will prefer your offer over that of your competitors.
Please note that remarketing perfectly complements positioning. Typically, before conversion occurs, an Internet user will visit your online service multiple times. They can find it by entering specific key words (general or ‘long tail’ key words), and access your website again through advertisements displayed as part of remarketing campaigns.