Website positioning step by step: strategy, technique and content in practice

Introduction - What is SEO and why it's crucial for business

Imagine that you run a store in the center of town, but no one knows it exists - no sign, window covered, basement entrance. This is what your website looks like without SEO. It may be pretty, functional and full of valuable information, but if Google can't find it, neither can customers.

A practical example: a small bakery in the center may have the best croissants in the area, but if no one types "best croissants Poznań" and comes across it, sales will remain low. This is not theory - it's a daily reality for many businesses.

SEO is a set of activities aimed at improving a site's visibility in search engine results. In other words, it's optimizing your site's content, structure and technical aspects so that search engine algorithms recognize it as the most relevant answer to user queries. It's not about fooling the system, it's about showing that your site best solves a problem or answers a question.

Why it matters. Google is the main "gateway" to the Internet today. More than 90% of all searches take place there - it is, in practice, the first contact many customers have with your offer. If you don't appear on the first page of results, you probably don't exist for most users.

The statistics are unforgiving: the first position on Google gets about 28% of all clicks on average, and the entire first page is roughly 92% of traffic. The second page of results? Only about 6% of traffic. In other words, being ranked 11th instead of first can suggest a loss of almost all online visibility.

What will you find in this guide? Concrete, practical steps: how to find the right keywords (e.g., using tools like Keyword Planner or Ahrefs), how to optimize content for the user, which technical errors most often block indexation, and how to build page authority through valuable links and content. Each section ends with a list of tasks to be done - not mere theories, but real actions.

Be prepared to work systematically. Depending on your competition and the extent of your changes, you can probably see a noticeable increase in traffic and conversions within 3-6 months. This isn't a quick trick, it's an investment - one that can completely transform your business' online visibility.

SEO basics - How Google evaluates your site

Before you start optimizing your site, it's worth looking at it from Google's perspective. It's not a human, but a complex algorithm that analyzes billions of pages according to specific rules. The better you understand them, the easier it is to adjust your strategy - and the faster you'll see results.

Three pillars of positioning

Positioning is based on three key elements that Google takes into account when evaluating a site.

Content is the first place the algorithms look at. It's not just about the list of keywords, but whether the content actually answers the user's question, how deeply it discusses the topic and whether it comes from a knowledgeable person. If you're running a bike store, an article about "best bicycle tires" should include a comparison of models, examples of uses (e.g., for road vs. off-road) and at least basic technical data - not just an accumulation of phrases. Such practical value increases reader confidence and is likely to improve your position in the results.

Technology concerns everything that happens "under the hood". Loading speed, responsiveness on phones, clear code structure or secure HTTPS connection. Google crawls a huge number of pages every day - if your site takes 8 seconds to load or has problems on mobile devices, a robot can quickly move on. Tools like Lighthouse or Core Web Vitals reports can help diagnose specific areas for improvement.

Popularity are signals from outside - primarily links leading to your site. Each valuable link acts as a recommendation. However, not all links are of equal value: a link from an industry website or a reputable portal can mean much more than dozens of entries in low-quality directories. Sometimes one strong link from an authoritative source can outweigh many weaker ones.

How Google's algorithm works

The process begins withcrawl - robots scour the Internet, following links between pages. This is followed byindexing, which means storing information about the content in a huge database. It's a bit like a library, which must first catalog books before recommending them to readers.

The algorithm takes into accountmore than 200 ranking factors. Some signals are obvious: the presence of a keyword in the title, the freshness of the content or the number of links. Others remain in the realm of conjecture - the exact weights and how the signals are combined Google mostly hides. In practice, it seems that a combination of content quality, technical signals and external recommendations is important.

The key is to understand whyGoogle bets on user experience. The search engine earns money from ads, so it must deliver relevant results. If users are dissatisfied, they are likely to stop using it. That's why the algorithm favors sites that actually help people - they load quickly, are readable and offer valuable information. In practice, this means that optimization should not be about gimmicks, but about really improving the visitor experience.

Keyword research - The foundation of effective SEO

Even the highest quality content won't do much if you're optimizing for phrases that no one is typing into a search engine. Keyword research is akin to talking to customers - you need to understand how they describe their needs before offering a solution.

How to find the right phrases

The biggest SEO mistake? Assuming customers use the same jargon as you do. If you're selling "photovoltaic systems," see if people are really searching for that. Maybe they're more likely to type in "solar panels" or "solar installation"? This seems obvious, yet is often overlooked.

Start withGoogle Keyword Planner - is a free tool from Google. It shows approximate monthly search volumes and suggests related phrases. Useful practice: set the right country and time frame to avoid confusing results.Ahrefs iSemrush are paid tools, but they offer much more - competitive analysis, SEO difficulty assessment and search trends. They can also help catch seasonality of phrases (for example, an increase in queries for "electric scooters" in the summer).

Key decision:long tail vs. main phrases. "Shoes" is the main phrase - high volume, but also absolute competition. "Women's trekking shoes Gore-Tex 39" is a long tail - less traffic, but clear intent and easier positioning. For many companies, it is better to start with long tail and gradually build up the authority of the site. A practical example: a small sporting goods store is likely to gain traffic faster with typical long-tail phrases than by struggling right away for general keywords.

Competitor analysis

Competitors have often already tested the market with their own money - it is worth taking advantage of their experience. WAhrefs Type in your competitor's domain and go to the "Organic keywords" section. You will see the phrases they rank for, their positions and estimated traffic. This can suggest which topics are worth developing at your site.

Searchgaps in the market - keywords where the competition is weak or absent. If everyone is writing about "best laptops" and no one is doing content about "laptops for graphic designers up to £3,000," you have a potential niche. Sometimes all it takes is one well-optimized article or sub-page to get significant traffic.

Mapping phrases to structure means assigning specific keywords to relevant subpages. The homepage should hit the main industry phrases, the product categories - for medium-competitive phrases, and the blog articles - for long-tail phrases corresponding to customers' problems. For example: the category "trekking boots" for general inquiries, and individual articles like "how to size Gore-Tex trekking boots" for specific inquiries.

Search Intent

Google is getting better at understanding what the user really needs.Informational intent are questions like "how to choose a bicycle" - a person wants to learn something.Navigation refers to searching for a specific brand or location: "Decathlon Warsaw".Transactional suggests a willingness to buy: "buy an electric bike online."

Match the content withcustomer path stage. At the beginning, someone needs education - prepare a guide. In the middle, he compares options - offer a plus-minus summary. In the end, he wants to buy - show an offer with a clear call-to-action. One article will rarely serve all intentions equally effectively, so it's worth creating different types of content to suit different needs.

Remember: keywords are not single phrases, but whole semantic groups. Google understands synonyms and context, so natural writing often works better than mechanical repetition of exact match. In practice, this means that it's a good idea to write naturally, using related terms and example phrases that users may type in.

Content optimization - How to write for humans and robots

The best SEO content is content that the user wants to read to the end, and Google can easily understand. Sound like a contradiction in terms? In practice, it doesn't have to be. Search engine algorithms are becoming increasingly adept at mimicking human preferences - rewarding content that is useful, engaging and well-organized.

SEO-friendly article structure

Title H1 is the first signal to Google and to the reader. Include your main key phrase, but in a natural way. Instead of "SEO website positioning tips" it is better to write "SEO positioning - how to optimize a website". It sounds better, and the key phrase remains readable to the search engine.

Hierarchy of headings H2-H6 Is like an article map. Google "reads" the structure through the headings, so it's a good idea to treat them like a table of contents. H2 divides the text into main sections, H3 develops specific points from H2. Try not to skip levels - H2 should be followed by H3, not immediately by H4.

Optimal use of keywords is the art of balance. The main phrase should appear in the H1, in the first paragraph and a few more times where it sounds natural. Add synonyms and related phrases. If you're positioning "SEO," you can also use "SEO," "optimization" or "Google visibility." You can recognize keyword stuffing with a simple test - read the text aloud. If it sounds artificial, that's probably how Google will perceive it too. Practical example: put the main phrase in the URL, H1 and meta title, and in the content use it once-double plus some variants.

Technical elements of the content

Meta title and meta description This is the business card of the site in search results. Title should be about 50-60 characters long and contain the main phrase. Description is the place for a short "magnet" - up to 160 characters of encouragement to click. Don't exactly repeat the title in the description - it's a good idea to use the description to highlight a benefit or call to action.

Alt text for images serves not only people using screen readers, but also Google's robots. Describe what is in the image, taking into account the context of the article: instead of "graph1.jpg" it is better "Graph of organic traffic growth after SEO optimization". Such a description helps to understand the content and can suggest the relevancy of the image to the topic.

Internal links lead the reader deeper into your site and convey "link juice" between pages. Link to related text using descriptive anchors (e.g., "canonical tag guide") rather than "click here."External links to industry authorities show Google that you know the topic and are not afraid to refer to sources - this seems to be a signal of trust.

Content marketing in SEO

Regular publication is a signal to the search engine that the site is alive. It's better to publish consistently - say, one post a week for a year - than to release ten in one month and then fall silent. Set a workable schedule and stick to it; the algorithm often gives a bonus to activity.

Blog as an SEO tool works long term. Each article is an opportunity for traffic from long-tail keywords. A bicycle store can write, for example, about "how to choose a frame size," "derailleur maintenance" or "bike routes for the weekend" - each text will attract a different audience and can translate into sales or inquiries.

Updating older articles often yields faster results than creating new content from scratch. Google values freshness and timeliness. Add new information, update data, improve structure and linking. An article from 2020 can jump in the rankings with a simple refresh - a low-cost solution worth considering.

Technical optimization - Backend that supports positioning

Great content is one thing, but if your site loads like a 2005 computer, even the best article won't be enough to rank well in the results. Google increasingly resembles a demanding user - it expects speed, convenience and a seamless experience on any device.

Page loading speed

Core Web Vitals is the official ranking factor as of 2021. Google measures three key metrics: how fast the main content appears (LCP), how stable the page is while loading (CLS) and how fast it responds to clicks (FID). Check your results in PageSpeed Insights - red values usually mean you need to act.

Image optimization is often the fastest and most cost-effective step. A 4K product photo can weigh 8 MB - it will take an eternity to load on a weaker phone. Compress images (TinyPNG, Kraken.io), use WebP formats instead of JPEGs, and implement lazy loading. Practical example: one e-commerce store sped up the site by 3 seconds just by optimizing product images; another news site reduced LCP from ~3.2 seconds to ~1.2 seconds after converting graphics to WebP and removing unused scripts.

Choice of hosting has a huge impact. Cheap hosting for £10 a month can cost you thousands in lost sales - that may sound harsh, but it's likely. Look for SSD servers, a built-in CDN and a good reputation for technical support. Don't skimp on infrastructure - it's the foundation of all SEO.

Mobile-first indexing

Google no longer treats the mobile version as an add-on - it's the main version of your site.Mobile-first means designing for phones first, then adapting for desktop.Responsive design is the minimum - the site must run smoothly on any resolution.

Testing on mobile devices requires more than resizing the browser window. Use real phones and check different operating systems. Buttons too small, menus don't work, a form doesn't fit on the screen - these are common mobile problems that may suggest the need for a redesign of interface elements.

AMP (Accelerated Mobile Pages) sounds promising, but is not necessary for most companies. It works well for media and news sites; e-commerce stores, on the other hand, may face functional limitations. Optimize the standard mobile version first - this is often enough.

URL structure and navigation

SEO-friendly URLs are readable addresses containing key phrases: /bikes/trekking/female instead of /product?id=12847. Avoid Polish characters and use hyphens instead of underscores - this improves readability and makes it easier to share links.

XML sitemap is a map of your site for Google. Generate it automatically (Yoast SEO, RankMath) and submit it through Search Console.Robots.txt Control robot access - lock folders with administration, but don't overdo the restrictions; let the robots see what's worth indexing.

Technical aspects

HTTPS is no longer an option, but the standard. Google officially favors secure connections. An SSL certificate is often free with the hosting package - so there are no excuses.

Structured data help Google better understand your content. Add Schema.org tags for products, reviews or FAQs. Rich snippets can increase CTR by up to 30% - it's worth testing this on product pages and blog posts.

404 errors are a natural part of the Internet, but their mass occurrence hurts SEO. Monitor them in Search Console and set the301 redirects for deleted pages to similar content. In practice, simply mapping old URLs to new ones often saves traffic and preserves the value of external links.

Link building - Building authority in the eyes of Google

If technical optimization is a solid foundation and content is the walls of your SEO house, then external links are like recommendations from your neighbors. Google treats each link as a vote of confidence - though not all votes carry the same weight.

What are valuable links

The authority of the linking domain works like a reference system in the offline world. A link from a large industry or general interest site with an established presence has a different strength than a spur-of-the-moment post on a small hobbyist blog. Google rates domains based on the quality and number of links they themselves receive. Tools such as Domain Rating in Ahrefs or Domain Authority in Moz give a rough idea of this strength, although it's worth remembering that these are only ancillary indicators.

Thematic relevance is another criterion. A link from a technology portal will be more valuable to a computer store than a link from a cooking blog, even if both have similar authority. Context matters - if the article "best laptops 2024" links to your store, that's a natural signal. In contrast, a link in a text about cake recipes looks suspicious and may suggest manipulation.

Natural link profile resembles a conversation taking place naturally and over an extended period of time. It is important to have a variety of sources, gradual link growth and a mix of site types - from media to blogs to industry directories. A sudden spike, such as 50 links from the same domain in one weekend, usually raises the algorithm's alertness. Google is likely to recognize such patterns as unnatural.

Link acquisition strategies

Guest posting remains a proven method, provided you do it sensibly. Look for industry sites that accept guest texts and offer reliable, useful articles - not pushy advertising. A practical example: instead of a "Buy from us" post, write a tutorial on "How to choose a laptop for remote work" and in the content, subtly, include a single link to the relevant category in the store.

Digital PR and newsjacking use news to build recognition. If your company is in IT, comment publicly on new security vulnerabilities, send a comment to local media, or use services like HARO. Every expert citation can translate into a valuable link from a news site.

Local links work great for businesses with a physical location. Join a chamber of commerce, sponsor a local event, or network with other businesses in town - such as a coffee shop that recommends your services. Such signals help build local authority in the eyes of Google and users.

What to avoid

Buying links and PBNs (Private Blog Networks) are a trap. It may seem like a quick fix, but Google regularly updates mechanisms to detect paid links. A side effect is the risk of a penalty - a drop of dozens of positions in the results is real.

Link exchange in the style of "you link to me, I link to you" also raises suspicions. Single, natural mutual references may be fine, but massive and schematic exchanges will quickly become a wake-up call for the algorithm.

Regularly check your link profile in Search Console -.toxic links from suspicious sources is better to disavow them before they start hurting positions. A deprecation (disavow) file and link audits every few months are sound practices to mitigate risk.

Local SEO - Positioning for businesses with a specific location.

Global competition in SEO can overwhelm, but if you're running a local business, you have an advantage worth exploiting. Google is increasingly personalizing results according to a user's location. The phrase "dentist" in Krakow will show completely different results than in Gdansk - and that can work to your advantage.

Google My Business as a basis

GMB profile is your business card In local search results and Google Maps. Fill in every field: opening hours, phone number, website, photos of the premises and products. Add a main category and additional categories - the more precisely you describe your business, the better Google will match you to specific queries. For example: if you run a beauty salon with a hybrid manicure service, add this subcategory - customers looking for exactly this treatment will find you more easily.

Feedback management requires regularity. Ask satisfied customers for reviews, respond to each one - positive and negative. Short, polite responses build credibility. Google watches profile activity; a company with 50 reviews and an average of 4.3 will often overtake a competitor with 5 reviews at an average of 4.8 - this may suggest that the number and freshness of reviews weigh heavily. A practical way: ask for reviews in an SMS follow-up or on a receipt with a QR code.

Publishing posts at GMB is a free way to keep your profile fresh. Inform about promotions, new services, events. Posts expire after a week, so publish regularly - for example, one short post a week with an up-to-date offer or a photo of an accomplishment. It seems simple, but regularity makes all the difference.

Local citations (NAP)

NAP is the holy trinity of local SEO - Name, Address, Phone must be identical everywhere. Google compares data from your website, GMB, industry directories and social media. A difference in street notation ("Florianska Street" vs. "Florianska") or number variant ("5" vs. "5/2") can confuse the algorithm and scatter location signals.

Industry and local directories build trust for Google. Join Panorama Companies, Gold Sites and industry-specific directories. Each source that confirms your location is an extra point of credibility. A practical example: if you have a restaurant, add a profile to table reservation sites and local food portals - this often translates into better visibility in Maps.

Content with local context

Keywords with city names open up new positioning opportunities. "Lawyer Warsaw", "catering Krakow", "electrician Wroclaw". - such long tails with location often have less competition than general phrases and higher conversions. It's worth creating dedicated subpages or entries for specific neighborhoods - for example, "plumbing emergency Mokotow" instead of just "plumbing emergency".

Local case studies show involvement in the community. Describe projects for local businesses, supported events, partnerships with city institutions - these are signals to Google and arguments to customers that you are "local." Practical examples: an account of catering services for a city festival, an interior design project for a nearby coworking space, or sponsorship of a local soccer team. This is likely to boost visitors' confidence and may attract local media.

Measuring effects and monitoring positions

The most beautiful SEO strategy without monitoring is shooting in the dark. You can spend months optimizing and still not know what really works if you don't have the data. Monitoring isn't just about checking performance positions - it's about understanding how SEO translates into business goals and where it's worth spending time and budget.

Key SEO metrics

Positions in search results is the basis, but not the only determinant of success. It's better to be in 3rd place for a phrase that generates customers (e.g., "winter jackets Krakow - store") than first for a general word that no one searches for. Monitor keyword groups and user intent first and foremost, rather than focusing on single phrases.

Organic movement measures actual visits from Google. The number of visits itself matters, but more important is the quality - do users stay on the site, read the content and move on? Low engagement with high traffic probably suggests a mismatch between content and intent or UX issues (e.g., slow page loading).

Conversion rate with SEO links SEO to business impact. If organic traffic is growing and sales are stagnant, it may suggest a problem with content alignment, poor landing pages or unclear CTAs. Case in point: a 30% increase in visits without an increase in leads often means you need to improve your forms, offer or purchase path.

Monitoring tools

Google Analytics 4 and Search Console is the foundation of free monitoring. GA4 shows user behavior, and Search Console shows how Google sees your site. Check there for indexing errors, clicks, average positions and pages that are losing visibility.

Ahrefs, Semrush, Senuto offer much more - position tracking, competitive analysis, keyword suggestions and change history. For larger projects, they save hours of manual work. For example, a store with several thousand products without an item tracking tool will quickly get stuck in the data chaos.

Free alternatives like Google Keyword Planner, Ubersuggest or Screaming Frog (in a limited version) are enough for small businesses to get started. A local coffee shop or one-person service can safely start with these tools and only later switch to paid solutions.

How to interpret the data

Position fluctuations This is the norm, not a reason to panic. Positions can change daily; more important is the weekly and monthly trend. Google tests different results and personalizes SERPs by location or search history, so short-term drops often stabilize.

The most important thing is to correlate traffic with business goals. Report growth in leads, sales and inquiries - not just rankings. A practical example: in your monthly report, show both the change in organic traffic and the number of new leads and conversion rate - this will quickly show whether SEO is translating into real results. If you see an increase in clicks with a lack of conversions, this probably suggests a need to optimize content or the purchase path.

The most common SEO mistakes and how to avoid them

After months of observing dozens of SEO projects, I still see the same mistakes over and over - they repeat almost like a mantra. Most are either due to impatience or a misunderstanding of how Google works. The good news: by avoiding these pitfalls, you have an advantage over most of your competitors - probably over 80%.

Expecting quick results is the number one mistake. SEO is a marathon, not a sprint. Usually the first positive signs appear after 3-6 months of consistent work, and clear increases - after 6-12. If someone promises you top 3 in Google within a month, it's better to stay away from such an offer - it seems unrealistic without breaking the guidelines, which usually ends in a penalty. A practical example: a local furniture store may start seeing real traffic only after several months of optimizing content and building local citations.

Optimization only for robots kills the user experience. I've encountered sites with "perfect" keyword density, but completely unreadable by people. Google is getting better and better at evaluating whether content actually helps users - it looks at time on page, rejection rate or returns to search results. If a visitor leaves after 10 seconds, positions are likely to drop. Example: An FAQ filled with key phrases with no headings or examples may look good to a crawler, but discourages the real reader.

Ignoring technical aspects is to sabotage your own efforts. You can have a great article, but if the page loads 8 seconds, the effect will be limited. Speed, mobile responsiveness and clear URL structure are not add-ons - they are foundations. For example, an e-commerce store with large, non-optimized images loses users and conversions despite good content.

Lack of regularity destroys momentum. It is better to publish one article a week for a year than to produce ten posts in one month and disappear for five months. Google rewards freshness and consistency; algorithms may interpret irregularity as lack of commitment. Establish a schedule that you can realistically stick to - for example, 1-2 quality texts per month instead of pouring over average content every few days.

Focusing only on positions instead of on conversions leads nowhere. First position for a phrase that generates traffic but does not bring customers is a Pyrrhic victory. Monitor not only rankings, but also which keywords translate into inquiries, sales and leads. Example: the phrase "cheap shoes" may yield a lot of hits but low value, while "running shoes for beginners + brand X" may convert better.

Attempts to deceive Google always end badly. Buying links, hiding text or duplicating content - algorithms already have years of experience in detecting manipulation. A penalty can wipe out months of work in one day; it's a risk not worth taking. It may suggest a short-term gain, but the long-term damage will be enormous.

Action plan - First steps in positioning

You already have the theory and know what mistakes are better to avoid - now it's time to make a concrete plan. SEO without a systematic approach is similar to a renovation starting with painting the walls: nice, but short-lived. Before you start creating content, check the site's foundation.

Audit of current site Start with Google Search Console and PageSpeed Insights. Pay attention to indexing errors, current phrase positions and page load speed. If you don't already have Search Console, plug in your site today - it's a basic diagnostic tool from Google. Practical example: if PageSpeed shows high image latency, you probably just need to optimize file sizes or implement lazy loading instead of rebuilding the layout right away.

Priorities for beginners: first fix technical issues - speed, mobile responsiveness, correct HTTPS implementation. Then set up Google My Business (Company Profile), especially if you operate locally. Finally, start systematic content marketing. Even the best articles probably won't reach their full potential with technical troubles, so it's worth arranging your activities in this order.

Budget for SEO depends on the scale and needs of the business. For a small local business (e.g., a bakery, an auto repair shop), a realistic budget is about PLN 1000-3000 per month for tools and content. A medium-sized e-commerce business may need PLN 5000-15000 when hundreds of products need to be optimized. For enterprise, it usually starts from 20000 PLN upwards. Remember - this is a long-term investment, not a one-time expense; the effects accumulate over time.

Agency order Worth considering if you have a fixed budget of more than ~£5000 per month and need quick scaling or specialized activities (e.g. technical audits, large-scale link building). With a smaller budget, learning on your own is often a better option - you save money and gain valuable skills. Example: a local hair salon can take care of its Google profile and basic blog posts on its own, and hire someone from outside for link building.

Timeline of effects: You may see the first signs of change in as little as 2-3 months, while more significant increases usually occur after 6-12 months. Of course, the pace depends on the competition, budget and quality of implementations - so results may vary, but it's worth setting yourself up for a marathon.

Next steps: after implementing the basics, develop a content marketing strategy - regular articles, product descriptions, local content. Build authority through quality links (guest posts, local directories, partnerships). Test new keywords and update existing content. SEO seems to be an ongoing process, not a project with an end date, so plan activities periodically and measure results.