The ultimate goal of all website owners is to generate higher traffic for their sites. There are a lot of tools to help you with that, and one of them is search engine positioning analysis—but what exactly is it?
A search engine positioning analysis is performed to find out how well a webpage ranks for a particular keyword and will help you improve your website’s position on a SERP.
In this article, we’re going to talk about how to analyze your position on search engines and why it is useful. Let’s dive into it!
Search Engine Positioning Analysis Overview
Here are three main ways you can perform a search engine positioning analysis for your website or page. Using these tools will also help you see metrics for your keyword/s, such as average ranking position, that can help you improve your page.
- Google Search Console
Google Search Console is an extremely helpful free tool that lets you gauge where your webpage or content ranks amongst others on Google’s SERP (Search Engine Results Page) for a certain query. Not only can you view positioning data but also see other metrics like CTR (Click Through Rate), impressions, and total number of clicks.
- Keyword Search Tools
Keyword search analysis tools give you useful data about the ranking, performance and popularity of your keyword as well as related words. The edge they have over Google Search Console is that they provide in-depth and real-time tracking and analysis of how your keyword ranks, as well as any changes in position on SERPs over time.
- Manual Search
Another way you can analyze how well your website ranks for a particular search query or keyword is by performing a manual search. Enter your query in the search engine and see where your webpage ranks in the results. Although this is time-consuming and doesn’t provide other metrics, it won’t cost you anything, unlike many keyword tools.
Why Is Search Engine Positioning Analysis Important?
You might already have a vague idea about why search engine positioning analysis is important—but now it’s time to get into the specifics. So why exactly does position analysis matter? Well, it is no secret that the higher your website or a certain webpage ranks on the SERP, the more likely it is to be clicked.
Simply put, the position of your website on the results page is directly linked to how high your CTR (Click Through Rate) is. Data has shown that the top three search results get more than half of the total number of clicks.
This makes it evident that the nearer your page is to the top, the higher amount of traffic it will get, so it is definitely worth optimizing your content for ranking.
Ideally, you should try to rank on the first page of results as close to the top as possible. There are far fewer clicks on websites on the second or third page of search results. Not only should you try to rank closer to the top, but also get your content featured on Google snippets or the dropdown related-questions to feature Google recently introduced, to increase your CTR.
Now that we have established that your search engine ranking is one of the main factors determining the amount of website traffic you get, what’s the next step? Perform a search engine positioning analysis and find out how well your page ranks compared to other websites competing for the same keyword. This is an essential step and also time-consuming step, if for whatever reason you don’t feel comfortable doing this yourself, you should partner with a digital agency to help you with this.
SEO Vs Search Engine Positioning
Although certainly similar and linked, SEO and search engine positioning analysis are not the same thing. The similarity is that both of them are strategies that will help you improve your content and generate more traffic for your website. It’s easy to confuse the two, so it is important to have your definitions straight in order to have a clear understanding of what the terms mean.
SEO, which stands for Search Engine Optimization, is a way of updating and optimizing your content so that it ranks higher on search engines such as Google, and also appears on Google snippets or other features that improve your site’s visibility. This strategy will help the search engine in identifying your content as useful and reliable, ultimately leading to a higher ranking.
There are a number of ways and tools to get your content to become SEO friendly, and doing a search engine positioning analysis will help you get there. Identifying how well your website ranks compared to others for a particular query, as well as tactics used by top-ranking websites, will go a long way in improving your position on the SERP and bringing you closer to the top.
SEO is a whole other topic on its own, but the main factors affecting SEO are keyword density, LSI keywords usage, readability, backlinking, content length, and how trustworthy the site is. It is essential to have a solid understanding of SEO if you want your content to rank higher.
Ways To Improve Search Engine Positioning
You can improve your search engine positioning and rank your content higher by employing certain strategies. Optimize your page for SEO and keep checking it regularly to identify and replace any outdated content as this will improve your reliability.
Another important strategy is to backlink to previous content that you have produced on a related topic using keyword-dense anchor text or to include links to youtube videos or other articles. Producing accurate and high-quality content is also a very important factor.
Keep your introduction and conclusion paragraphs short and focus on providing an informative and concise answer to the search query. Optimize your meta-descriptions and site tags to increase your visibility, and make sure that your site has a short loading time and is easy on the eyes to read.
Performing a search engine positioning analysis, either manually or through a keyword analysis tool or Google Search Console, will help you identify how well a webpage ranks for a search query or keyword.
You can use this information to optimize your content so that your page ranks on the first page of search engines and has a higher CTR. Additionally, you can also use this in analyzing the performance of your online advertising campaign. This will ultimately lead to more viewers or buyers, and go a long way in boosting your website’s popularity!