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Service, product, brand – no matter what you want to promote on your website, in each case you will need a well-thought-out positioning strategy that will increase your visibility on the web, improve competitiveness, website traffic and even sales results. SEO issues should be approached individually each time, taking into account the specificity of the industry, the company and the website itself. If you are interested in positioning of the service, be sure to consider the most important aspects of these activities, how they will differ from other forms of SEO and what solutions are best used.
Service positioning and product positioning – differences and similarities
Positioning process – service in some ways is very similar to product positioning. Often we are faced with similar goals – we focus on increasing the company’s profits. The general grounds also remain the same. In both cases, we want the website to be properly optimized, fully functional, efficient and useful, and that link building activities are professionally developed. Including natural, varied and valuable references. During the preparation of each strategy, we will start with a precise website audit, we will use the same analytical and diagnostic tools, during the implementation phase we will monitor the results and decide on possible modifications. So what’s the main difference? If we compare e.g. a website promoting massage services and an extensive online store with a wide range of cosmetics, it is very easy to notice how the scope of activities will change. Other target audiences, different key phrase libraries, are just the beginning. In the case of services, implementing an SEO strategy may turn out to be a bit less complicated, because the positioned page is often less complex, which greatly facilitates optimization and shortens the implementation time. Content activities are also changing, there is a greater emphasis on publishing advice, expert and sponsored content on external websites with high authority, thus developing a linking strategy, building publicity. Local positioning, which brings very good results, is considered much more often.
Is the positioning of the service more difficult?
An unequivocal statement that the positioning of the service is more difficult or easier compared to other forms of SEO is very risky, why? Since, firstly, a lot depends on a specific example, the potential of the offer and the website, secondly, we must also take into account who we are actually competing with in the search results, how difficult it will be for us to break through, how we have budget possibilities, etc. Optimization activities are usually faster and easier (compared to e.g. an extensive e-shop and product offer) because, as already outlined, websites are simpler in terms of structure and code, contain less content, which naturally improves this stage implementation of the strategy. On the other hand, services often require a broader perspective – products reach the customer, in the case of services it is exactly the opposite, building relationships, customer loyalty and commitment is of great importance, which is why SEO actively cooperates with marketing here, which makes it important, among others positioner versatility. If we are dealing with a professional in the field, no matter what our niche looks like, the scope of the offer, website, etc., he will be able to achieve tangible results every time.
Positioning of services – the basics
What if we want to start positioning the service, at least partially, on our own? Then you should consider some basic information that will improve our SEO attempts. It is worth starting, for example, with:
visibility statistics – on which position the website is displayed in search results, who is our main competition (such tools as Semstorm or Senuto will help in this)
checking the website – is it fast, convenient, responsive, safe, intuitive, how it looks from the user’s perspective, etc. (it is a good idea to use the Google Analytics platform or Google Search Console);
analyzing the content – how we present the company, the scope of services, is the message clear, whether we use the language of benefits, we take care of the length of the texts, we attach properly optimized graphics, etc .;
examining links – where they are placed, how they are differentiated, how powerful they are, etc., using tools such as Ahrefs or Majestic;
This type of standoffs should allow for general recognition, determining what level we are starting from, what help we need, and how many SEO challenges lie ahead. It’s not about going into action mode, but focusing on diagnosis, analysis, and comparison. If a specialist’s help is needed, such information will prove to be extremely valuable at the stage of selecting the best one.
Strategies for positioning the service
The approach to positioning of services does not have to be the same every time, the range of possibilities is large, so it is good to think carefully about the individual SEO action plan. Perhaps in a given case it will work:
BE LOCAL , i.e. a strategy focused on location – the potential of local positioning (i.e. one that takes into account searches for queries related to a given region) in the case of services is huge, use it! This is a great solution in the case of a smaller budget or high competitiveness in the industry.
BE USEFUL , i.e. a strategy focused on UX – although it may seem that focusing on user experience is primarily important in the case of product pages, it is equally important in services. If your website is transparent and easy to use, the user will be able to contact you quickly and conveniently, not only will it be positively assessed by Google, but also by potential and actual customers, and reviews and opinions in the case of services are extremely valuable.
BE INTERESTING , i.e. a strategy focused on quality – original, valuable content can be the key to your SEO success and discovering your niche in the industry and effectively distinguishing yourself. Add to that a professional social media marketing strategy and your chances of gaining satisfactory online visibility will increase.
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We will check if your website is correctly integrated with Facebook and Google Maps. Marketing and SEO with Dubaiseo.net Usability and Search Engine Optimization (SEO) are important issues studied by many researchers. Summary: What causes a site kindness to likewise give it a high SERP rank, however excessively precarious website improvement can subvert the client and user experience.
Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).
SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.
Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.
SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
errors in the website code or server operation such as secure your site with HTTPS.
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