„Business positioning on the Internet“ is a phrase being used increasingly often. We introduced this concept around 10 years ago and waited for the moment when it would come to mean something far more than مجرد „SEO optimisation“.What does the work behind this service involve? Long conversations with clients, competitor research, market research, observation, testing the ground, creating the right visual identity – web design, producing the right content, and then monitoring fluctuations for around a year. This also includes cleaning up any negative brand image. While it is often quite demanding to push a new website towards top positions in search engines, positioning a new business is, in most cases, the more rewarding task.
Here is the substance of several definitions we have encountered outside our own understanding of the term:
Most companies offer to train someone to position a business in the right place on the Internet and to manage its online reputation. In such cases, the result is often something improvised. A client whose main activity lies elsewhere is far from being in a position to keep up with the latest methods and practices in digital marketing. They miss essential elements and, in the end, start outsourcing the service again – in other words, they hire an external provider.
Others offer a full marketing strategy for ... positioning your business ... in Google search. Decoded, this once again means offering „search engine optimisation“. Of course, it is an excellent achievement if your website appears in top positions in Google search results. At the same time, that is far from sufficient. Beyond search engines, there are many additional opportunities that you may be overlooking. After a few months – which is still a good scenario compared with „a few years“ – you realise that you have missed what your competitors have been doing, and that becomes frustrating. You then begin wandering again, looking for an explanation of why things happened that way. In such a case, the digital marketing sector as a whole may already feel compromised in your eyes.
To secure a genuinely suitable position on the Internet, a comprehensive strategy is required – from your own media channel – your website, through the links pointing to it, to your overall behaviour across social networks. This requires a cultural shift and forms part of your digital transformation.