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On-site website positioning focuses on optimization within the website. Alongside off-site positioning and technical optimization, it is a critical component of the SEO strategy. On-site actions concern both content visible to users and site code optimization. These include the following:

• Expanding site content
• Enriching content with keywords and phrases
• Optimizing meta titles
• Internal linking (between subpages)
• Optimizing H1, H2, H3 headers, etc
• Optimizing the site structure and many others.

The goal of on-site optimization is to improve the site's quality for users and help Google bots understand the site's intentions, topics, and value.

By performing on-page SEO, we want to ensure that Google understands the connection between the user's search query and your site's content. As a result, your site will appear in the search results.

However, on-site optimization is not focused solely on Google bots. On the contrary, it uses the traffic obtained from Google to convince users they have found the right site and will achieve their goal on it.

A significant area of on-site SEO is content marketing, which provides users with high-quality, unique, and helpful content, e.g., product descriptions, service descriptions, guides, blog articles, reviews, and comparisons. These contents should be enriched with keywords and presented clearly and transparently.

Off-site positioning (also known as off-page SEO) refers to optimization for website positioning carried out outside your website.

Although it is primarily associated with link building, it is a much broader concept, and its goals extend beyond acquiring links to the site.

Off-site SEO aims to improve the quality of the site in Google's evaluation, particularly in areas called EAT (Expertise, Authority, Trustworthiness).

Efforts in off-site positioning aim to improve the site's perception by users and to convince Google bots the site's content is trustworthy, reliable, and professional. This can be achieved by mentions of the site on reputable portals, guest articles, and even, according to some, mentions of the company or shares in social media.

Still, off-site positioning is related to links. It's worth focusing on diversifying the profile of incoming links and investing not only in link building but also in influencer marketing, content marketing, and creative link acquisition strategies.

We can distinguish several types of links:

• Naturally acquired links — this type of link is obtained thanks to user activity, who share the link to the site on forums, in comments, or on their websites.
• Manual link acquisition — these links are acquired through collaborations, article exchanges, or sending requests to add links to sites where there is already an unclickable mention of the company.
• Manually added links — these links are frequently present in business directories, company lists, classified ad portals, and other similar places.

Off-page optimization is one of the pillars of website positioning and should be part of the SEO strategy. A link profile that includes valuable links, growing steadily but regularly, has a significant impact on website positioning in Google.

Technical optimization can be considered a part of on-site SEO, as actions are carried out within the site. Nevertheless, it is a specific action aimed at optimizing the site structure, facilitating robot visits to individual subpages, and speeding up indexing.

Technical optimization also deals with aspects such as speeding up the site's loading time, reducing technical duplication, and fixing errors that prevent correct indexing of the site.

Technical optimization actions include:

• Optimizing the site's loading speed
• Optimizing and ensuring the correctness of the Robots.txt file
• Optimizing meta robots tags
• Eliminating links leading to 404 error pages
• Eliminating technical duplication
• Implementing HTTPS
• Implementing structured data (Schema.org)
• Implementing a sitemap and adding it to the Google Search Console
• Adapting the site to mobile devices

SEO stands for Search Engine Optimization and means optimizing a website for search engines. This process involves technical actions, as well as actions within and outside the site. The primary goal is to increase the site's value in the search engine algorithm's eyes.

SEO can be performed for different search engines, but in most cases, website positioning activities mainly focus on the requirements and standards of the Google search engine.

Website positioning is one of the most effective ways to promote your brand. Yet, to achieve satisfying results, it's important to avoid positioning mistakes. What should you remember when deciding to engage in it?

Do not make the mistake of discontinuing actions after 2-3 months. Success in website positioning takes time, but the results are long-lasting and effective.

The first noticeable effects are increased visibility and traffic on the site. You can expect them after a few months of cooperation with an SEO specialist. An increase in revenue usually occurs after about 1.5 years.

Don't want to waste money? Opt for a long-term strategy and systematic optimization of the site.

So, you've started positioning your brand's website. What next?

Don't forget about regular analysis of the results. This is a fairly common mistake, but it's still dangerous.

This stage will allow you to determine whether SEO actions are effective, identify errors, and plan changes. SEO specialists use tools such as Google Analytics and Google Search Console.

If you have decided to cooperate and need more knowledge in this area, do not worry. SEO specialists will prepare a report with the most critical information and discuss it with you.

These are just basic mistakes in website positioning; you may also encounter errors in the technical positioning stage or in building a link profile.

Both activities aim to promote the company in Google.

As a result of SEO, the site appears in free search results — usually in the form of a classic text result, but also in video and graphic form, and on the so-called position zero, in featured snippets.

As a result of PPC, the company's advertisement will appear at the top of Google search results. Nonetheless, depending on the type of campaign, it may also be visible as an advertisement on popular portals, in applications, and on YouTube in text or graphic form.

Both activities allow for effective customer acquisition. Positioning requires long-term cooperation, and it takes several to several months to see the effects. The advantage of this collaboration is the possibility of increasing sales while maintaining a constant budget.

In PPC, the company will appear in Google even on the same day the Google Ads account is funded and the campaign appropriately configured. However, growing the campaign's effectiveness usually also requires increasing the budget.

Initially, it's good to combine both activities. Google Ads will allow you to immediately reach potential customers and fill the gap, which is a natural effect of waiting for the results of positioning. Running both PPC and SEO campaigns at the same time also increases the chances of acquiring sales.

Are you wondering how to do website positioning without the help of experts? It is certainly more time-consuming and a more significant challenge than, for example, managing a Facebook profile on your own.

If you lack experience in this area and don't know how to position a site based on current Google algorithms, it's worth paying for web positioning. Entrusting your campaign to specialists with the knowledge and skills to implement the technical aspects of positioning and optimizing the site on Google is a wise decision.