Positioning is an external activity that goes beyond your website. Such activities include adding references to your website in the form of links. From the very beginning, Google assumed in its algorithm that interaction with users is the most important. Now however, they have realised it’s also quality that counts.
The quality factor evokes associations directly with how the rank of scientific works function. It is assumed that this work gains more value among clients, which is more often mentioned by other scientists. The author is cited by other scientists and therefore gains recognition and prestige so society begins to know and value them.
It is similar to your website. If popular and recognised websites mention it, and in addition, if a page of this class publishes a link to your website (and preferably a do follow link, i.e. one that reads easily and through which Google’s robot goes easily), then your ranking position gets better and you have a chance to become popular.
Google recommends creating websites to which others link themselves. You get a reputation naturally with these pages. In the real world, the struggle for position continues, and there are many willing for popular phrases. There are really three valuable places and what should you do in such a situation? Most companies start cooperation with SEO companies, optimising websites in terms of search engine requirements, and finally decide on the so-called link building.
There are still thousands of methods for getting links. Of course, they are all forbidden, and the positioning itself is perceived negatively, nevertheless, there are probably no organic results in the entire global network that have not been manipulated by SEO experts. The Internet does not show natural results based on the Google quality algorithm, but what the SEO experts have developed.
Links from suspicious sites that cause a threat of penalties from Google (filter or ban; the filter is a decrease in position in Google results, and ban is the total removal from them) are only one of the threats. The algorithm analyses more factors that may indicate activity focused on manipulating SERP results. This is the case, for example, if the increase in the number of links is too fast or because someone impatiently links too aggressively, using the one keyword too often in the link (e.g. still links to the word foundation, hoping for a quick effect associated with it).
SEO experts often work with automated machines that write on forums, create profiles, simulate Internet users’ behaviour, and even break into other websites and add links to existing content.
Sponsored links, intentionally bought for SEO purposes, and positioning facilities are very popular and obstructed by Google. In the past Google gave penalties for such actions, algorithmically or not.
Algorithmic punishment is a punishment resulting from purely mathematical factors that deteriorate the visibility of the page based on the actions that are detected by the Google bot and then analysed by the algorithm. Improving the situation with this penalty is not a difficult task if we have an SEO specialist who can recognise negative factors.
The analysis usually starts with a website SEO audit (Screaming Frog type of tools are helpful), and then we proceed to examine incoming links. Removing spam links and links that may have a bad effect on the website, for example links from sponsored articles or badly selected anchor text. We then begin with a thorough analysis and plan to change linking.
In the case of links, it is not enough that the source – the page that refers to us – is valuable. What counts is the word we are linking from, the age of the link (the longer it has been on the web, the better) and the location of it relative to other links (link farms on one page do not make much sense).
Local positioning occurs very often. However, services and products are also displayed in results tailored to the position of the Internet user and search engine. For example, if you are looking for a hairdresser, you want to visit the nearest factory (salon?) instead of going to another city. Note that local results are presented on Google Maps. In order to appear on these results you should do some simple things. Start a free business card at Google My Business (see the Google chapter for more), and then get positive reviews on Google Maps. It should be linked with thematically related websites from the area (for example, if you run a car service, then links from nearby websites of car dealers, paint shops or car accessories stores).