Websites and what influences their position
The positioning of websites has become an important branch of web marketing. To obtain the best results, a strategic approach is essential and certain specific factors which can contribute to reaching the target of increasing traffic must be considered (because the number of visits to the site is the most significant element when assessing its results).
Once the relevant data has been obtained, it is important to analyse the behaviour of visitors to the site. That means identifying which pages they view during each session, as well as the bounce rate (the number of visitors who abandon the site after viewing just one page). These numbers are strong indicators of the quality of the site and consequently, of how much interest is being shown by search engines. If we consider the bounce rate specifically, it is apparent that the lower it is the better (in the vast majority of cases).
Another aspect which has recently had some influence on site ranking is the implementation of the HTTTPS protocol, which has also turned out to be very important for the data security of site users.
The role of backlinks and the length of articles in the positioning of sites
In order to secure a website’s favourable positioning, backlinks are crucial. The most highly positioned sites on Google, the leading search engine, have backlinks from top quality dominions. The number of backlinks needed to position the site increases according to the popularity of the key word chosen for each individual page. If the SEO specialist chooses key words with a high volume of searches, it is more likely that the individual pages of competitors, already positioned, have a higher number of backlinks.
Regarding the length of the articles and the textual content of the pages, it is important to remember that there is no definite correlation between longer content and better positioned sites. Other data is also pertinent, such as for example, the quality and relevance of the text.
In any case, it should be noted that when site content may be considered more in-depth, the user generally judges it to be more trustworthy, with obvious positive consequences for the site’s reputation and its positioning on the search engine.
Where to put the key word and how to manage images
One aspect that people often come up against when working on the positioning of websites regards the handling of the key word. It is important to point out that its presence in the meta description, or the string of text used by search engines to describe the individual result, does not influence the site’s positioning much.
On average, less than 50% of pages are positioned according to high volume key words and identified by the key word in the meta description. However, the presence of the key word in the body of the text does in fact turn out to be fundamental for positioning.
An efficient management of images can also help a site’s positioning considerably. An effective tactic is to make the dimensions of the visual content lighter.  In this way, downloading the pages becomes faster, which is a major factor in the positioning of websites.
Tools for carrying out SEO
The discipline which involves the study and enhancing of website positioning is known as SEO (Search Engine Optimization). In order to master this technique, there are several tools which can be very useful. Among the most important is Google Analytics, which provides an efficient overview of both the visits to the site and the provenance of the visitors themselves. Testing Analytics on your own site is not obligatory but undoubtedly very useful.
In order to ensure good positioning, it is also fundamental to register with Google Search Console and follow the subsequent link to the site. Once these steps have been taken, it is a good idea to send a Sitemap of your site to Google. This is an XML index which contains useful information for the search engine. To create one quickly, you can use sites like xml-sitemaps.com and, once the results have been obtained, send them to Google via the Search console.
Translated by Joanne Beckwith
