What is SEO - Website Optimization

What is SEO - Website Optimization


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SEO - (from the English search engine optimization) means optimization of websites for search engines. SEO is an activity undertaken in order to achieve the highest position in the organic search results for specific keywords by a given website. Optimization consists in searching for the most effective set of solutions regarding the content, page code, incoming links, and other factors influencing ranking in the search engine in terms of the position of a given website. SEO increases the chance of success in our campaign in organic results.

What is SEO?



Somehow, it is commonly accepted that the terms SEO and positioning mean the same thing. Perhaps identifying these two concepts is due to an incorrect translation of the term SEO from the angelic language, but it is worth emphasizing that SEO and positioning are not equivalent concepts. Both refer to search results and website position in search engines, however, they cover different activities. Read the article and find out what exactly are the differences!

Content optimization, which aims to eliminate phenomena such as thin (low-quality) content or duplicate content on websites, includes, for example:

  • posting unique content corresponding to the subject of the page and saturated with keywords,
  • expanding existing content or updating it in terms of semantic keywords,
  • highlighting the content by using subheadings consistent with the hierarchy of headings, bullets, bolds, underlines or italics,
  • building the website menu, website content, and other elements to support the process of internal linking on the website.


Optimizing the code and website structure includes:

  • preparing the website to meet the W3C standards, defining the guidelines for creating pages so that they are displayed correctly to users and available on various devices,
  • improving the website loading speed by reducing the code size, the number of files loaded and image optimization,
  • enabling search engines to find your site easier by using, among others, an appropriate hierarchy of headings (H1, H2, H3 ...), meta tags (title, description), and friendly URLs.


In optimizing the backlink profile, we will focus mainly on:

  • quality parameters of our website and incoming links (we can use the indicators proposed by Ahrefs or Majestic),
  • number of links and domains they come from,
  • link anchors used - the number and proportions between links with keyword anchors and other types of anchors,
  • proportions between dofollow and nofollow links,
  • location of links and URLs to which links lead on our website.


Website optimization is carried out in several different areas. First, changes are made to the content of the website that is visible to Internet users. They rely on the appropriate placement of keywords so that the website is displayed to the users of interest in the search results. This may involve, for example, a change in the structure or length of the content. Second, the optimization activities involve making changes to the website code. These do not have a direct impact on the appearance of the website, but they improve its technical parameters and usability, thus improving its operation. The last component is the optimization of the backlink profile, i.e. all links leading to our website from external sources. It is usually made based on the analysis of competitors' activities.

Positioning the website is, in turn, a process that consists of all activities (including the aforementioned optimization) that enable a given website to achieve the best (i.e. the highest and stable) position in search engines after entering a specific phrase. It is heavily dependent on optimization, thanks to which it is possible to adjust the content, links, and other elements of the website so that it is as visible as possible to search engine robots.

Local SEO


Even the most thoroughly carried out optimization of the website will not bring the desired results if we do not adopt an appropriate strategy, which will differ depending on the profile of the business. In the case of small businesses that offer their services in an area limited to a given city or region (hairdressers, car mechanics, plumbers ...), local SEO is the best solution. Taking into account the fact that the ranking of search results is based more and more often on the geolocation function, it is the optimization in accordance with the principles of Local SEO (with English) that will allow the greatest use of the potential of local phrases, such as, for example, " plumber Wrocław". Both when the user enters them into the search engine exactly in this form, and when Google, after entering the keyword " plumber ", automatically indicates its location as " Wrocław " and displays matching results - local.

SEO is part of SEO


It is worth emphasizing once again that website positioning includes a number of activities that aim to raise the website in search engine rankings. These include the previously mentioned SEO activities, link building, content marketing, and web analytics.

Link building, or linking, similar to SEO, is a long process, not a single action. The purpose of linking is to encourage users to share and cite a given website on other pages, services, and portals. The idea of ​​linking is also to attract such recipients who will be interested in the subject of the website. Engaged Internet users are the most valuable because they do not need additional incentives to recommend a given website in their network of contacts. That is why the next element of positioning is extremely important - content marketing which is content marketing. It consists in creating valuable and engaging content and its effective promotion, among others in order to attract new customers. The advertising content in content marketing can be text, image, infographic or video. In order for positioning to be effective, it is necessary to regularly measure the achieved results and introduce changes on this basis, which in turn is done by web analytics.

SEO and positioning - dependencies


"SEO is all about positioning. Positioning is a broader concept, and SEO is one of the tools with which you achieve positioning goals."

SEO deals with the improvement of the website - the layout of the content on the page, building the code - and its environment, i.e. incoming links, while positioning - apart from the aforementioned SEO - also includes a number of other activities.

Perhaps treating SEO and positioning as synonymous terms is due to the same goal that guides both SEO and positioning activities. In both cases, it is about achieving a high and stable position in the search results displayed by the search engine.

SEO audit - do I need it?


However, unethical practices do not always have to be deliberate. If you run your business online or are responsible for internet marketing in your company, you need to optimize your website properly and avoid the risks we describe. To find out if the activities you have been conducting so far are effective and whether you are unknowingly making serious mistakes, perform a step-by-step SEO audit. This way, you will learn about the strengths and weaknesses of your site, learn how users use your site, and learn which efforts are worth continuing and what needs to be improved.

Let's be careful with SEO


The action plan for improving your website's ranking on Google should be well thought out. Optimization in the context of website positioning is often mentioned. However, it should be remembered that all SEO activities should lead to a better perception of our website by both users and search engines.

Optimizing the website is an undesirable effect, and the so-called stuffing keywords everywhere you can is not good practice. The content, meta tags, headings, etc. should be created in a logical and coherent way, maintaining grammatical correctness. Such an approach will allow for good reception of our website by users for whom the website is primarily to be readable and encouraging to stay longer. Only then should you think about Google robots. A way to avoid over-optimizing the website may be, among others entrusting the preparation of texts to professional copywriters, as well as cooperation with a professional online marketing agency that will take care of the work on SEO so that the result is effective positioning of our website.

Technical SEO follows the guidelines


As we have repeatedly said on our blog, positioning is a process, which is why activities within its framework are carried out comprehensively, and the effects may be visible only after a long time. So the lack of immediate results is nothing to worry about.

There is also a lot of talk about adjusting the website to the requirements of the search engine, so remember to use techniques that comply with the current Google algorithms. What's more, by following the latest news, you can also hear about - smaller or larger - changes or updates to algorithms, aimed at improving the display of the ranking, which always affect the activities performed as part of SEO. With these factors in mind, optimization can of course be done at any time.

However, we will achieve the best results when we optimize the website during its creation. Well-implemented SEO activities in this way will allow you to achieve specific benefits faster, including increasing traffic on the website, which may translate into a greater recognition of the website among potential customers, and consequently also into increasing the company's income. Algorithms also supervise the correctness of other activities included in the positioning of pages, including link structures, and their updates lead to lowering the position in the rankings of websites using the previously described unethical practices.

Unethical SEO Practices


Articles on unethical ways to promote your website appear regularly on the Internet. So what is it like - some internet marketing specialists use unethical SEO or positioning? Once we know that SEO is part of positioning activities and we distinguish between the two concepts, we can conclude that unethical practices apply to both SEO-related activities and activities that are part of the positioning, but not SEO. Thus, unethical practices can apply to both SEO activities and positioning. What could be among them? For example, an unnatural and excessive accumulation of keywords, buying links only to improve the page's search engine results or copying someone else's content.

EACTIVE as an SEO Agency


If you want to be sure that your website is optimized not only on a regular basis, but above all with due diligence, use the help of an experienced SEO agency. By working with EACTIVE, you can be sure that SEO optimization is carried out only using methods consistent with the guidelines of search engines. Thanks to this, our activities have for years resulted in increasing the visibility, traffic, and conversion of our clients' websites on the web.

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