April 2024

Everyone is aware that Google is a global giant and has long since left its competitors behind. Although it is used by 92% web users and is what we think of when someone says 'search engine', this does not mean that there is nothing else besides Google. In this article, we'll explore the world of other search engines, exploring their diversity, advantages and how they can broaden the horizons of your web browsing experience. Ready to travel off the beaten path? Feel free to explore the alternatives!

Why consider alternatives to Google at all?

Founded by Larry Page and Sergey Brin in 1998, the Google search engine quickly became the most popular way to find content in the vast expanse of the internet. Google's simplicity and efficiency have made it almost synonymous with the very act of searching for information online (see the phrase 'Google something', meaning 'search').

However, with the growing dominance of Google, there has also been criticism of this search engine. One of the main criticisms is the issue of user privacy - Google is accused of excessive collection and use of personal data for advertising purposes. 

In addition, Google's monopolistic position in the market may lead to a reduction in the diversity of search results and the promotion of content in line with the company's interests rather than the objectively best. Some users also complain about excessive advertising and the commercialisation of search results. 

In response to these issues, a number of alternative search engines have emerged on the market that focus on privacy, diversity of results and transparency of operation. In the remainder of this article, we will take a closer look at a few of them to assess whether they can provide real competition to Google.

Other search engines besides Google - an overview

1. bing - is the No. 2 search engine in Poland and worldwide. It was founded in 2009 and is Microsoft's default browser. Despite being the runner-up, Bing only rakes in around 3% of the global search engine market share. 

2. Yandex - a Russian-Dutch search engine with twenty-seven years of experience. It was only in 2019 that Google overtook Yandex as a percentage of internet users in Russia - but there is still a fierce rivalry between the two.

3. Yahoo! - launched in 1995, the search engine had a 1.23% share of the internet search market at the end of November 2022.

4. Baidu - a Chinese search engine that was established in 2000. It is used by the majority of the Chinese population. It operates in Chinese and Japanese.

5. DuckDuckGo - was founded in 2008, and its share of the global search engine market is very small (less than 1%). What does win over its 'followers', however, is the fact that it does not collect personal data.

6. Mojeek - is a search engine with its own index of websites and a privacy policy with no tracking of users. It is hosted in one of the UK's greenest data centres.

That's not all the search engine world has to offer. Still available for users are the eco-friendly Ecosia (donates 80% of its revenues to non-profit organisations dedicated to planting trees) or Qwant, among others.

How to use alternative search engines?

The transition to using search engines other than Google does not have to be difficult. There are some simple ways to start exploring alternative options.

• Changing the default search engine in your browser: You can set a search engine other than Google as the default in your browser.
• Use of browser extensions or plug-ins: There are extensions for popular browsers such as Chrome, Firefox or Safari that allow easy use of alternative browsers.
• Using dedicated search engine websites: You can directly access the websites of alternative search engines such as DuckDuckGo or Bing.

With these ways, you can easily test different search engines and choose the one that best suits your needs and preferences e.g. regarding privacy.

Should you position your website outside of Google?

Ok, you are already familiar with search engines other than Google. But are they worth looking into if you're positioning a website?

In most cases positioning to go beyond Google does not make much sense. What's more, sites that are positioned high on Google usually also rank high on the search engines Bing and Yahoo!, the only viable alternatives to Google in the Western world.

But when is it worth positioning outside of Google?

This is when the company's area of operation includes those markets where the US search engine does not have a monopoly. An example is China, where Baidu controls almost 80% of the search engine market.

Other search engines besides Google - worth exploring, but...

Exploring alternative search engines beyond Google can be fascinating. Platforms such as DuckDuckGo, Bing and Ecosia offer unique features, which may attract some users. So it is worth being aware of these alternatives and taking an interest in them, especially if you are concerned about privacy or specialised content.

However, when it comes to the issue of positioning your website, it should be approached with caution and a well thought-out strategy. In most cases, especially if our main goal is to reach as many users as possible, positioning ourselves on Google will be by far the most effective solution. The search engine giant's huge share of the market makes it undeniably the focal point for most activities SEO.

Keep in mind, however, that every situation is different and SEO strategy should be tailored to individual business needs and goals. For specific industries or a company's focus on markets where Google is not as dominant, exploring other search engines can be beneficial. 

Entering the phrase 'cheap SEO' into a search engine immediately opens up an array of promises and proposals promising to effectively promote our site for little money. This seems like the ideal solution - to achieve a high position in the search results without spending a fortune. However, as is often the case in life, appearances can be deceiving. Cheap SEO, although at first glance it seems like an attractive option, in practice it can do more harm than good. In this article, we will take a closer look at the pitfalls that can lurk behind seemingly favourable cheap SEO offers. We will discover why investing in professional and robust SEO strategies is crucial to the long-term success of our website.

Why, in fact, can't positioning be cheap?

Positioning is a complex process that requires time, effort and expertise. Professional SEO activities include market and competitor analysis, optimising content and site structure, building valuable backlinks and monitoring and adapting strategies to changing search engine algorithms. This requires the involvement of experienced professionals who can develop a personalised strategy tailored to the needs of the specific site and industry. Cheap positioning usually does not take all these factors into account, leading to generic and ineffective methods. 

In a situation where positioning was cheap, anyone could achieve high positions quickly and without a big budget. Unfortunately, this is not how it works. Competition in search engines is high and Google is constantly changing its algorithms. To achieve and maintain high positions in the search results, it is necessary to invest sufficient time, effort and resources.

Cheap website positioning - know the risks

Lack of an appropriate strategy

Low-budget SEO services often tempt with the promise of quick and spectacular results. Unfortunately, in reality, they boil down to haphazard actions, devoid of a coherent strategy and tailored to the specifics of the site, industry and competition. The lack of a solid analysis of keywords, competition and link profile results in ineffective SEO activities and the client's budget is wasted on ineffective techniques.

Use of unethical practices

Companies offering cheap SEO on Google not infrequently employ unethical practices that can seriously damage a website. Spamming with links from low-value sites, artificial page views, manipulation of content - are just some of the dangerous methods (black hat SEO), which can lower a website's position in search results. It is important to remember that the use of such techniques involves a high degree of risk and may reflect negatively on your company's image.

Low quality links and content

Cheap SEO often relies on low-quality links acquired from automated link exchange systems or from low authority sites. Such links not only provide no value to the site, but may even harm its position in search results. Similarly, low-quality content generated automatically provides no value to the user and may even discourage them from visiting the site. 

Consequences of underinvestment in SEO

Decline in visibility in search results: A low ranking of a website in search results means less organic trafficThis translates into a drop in the number of potential customers and reduced sales. Nowadays, when most users search for information on the Internet, low visibility of a website can mean serious losses for a company.

Loss of user confidence: Users are becoming increasingly aware of search engines, preferring sites with high quality content and a credible image. Sites that use unethical SEO practices or neglect their SEO efforts risk losing the trust of users, which can have a negative impact on their image and reputation.

Financial losses in the long term: While cheap SEO may initially appear to save money, in the long run it can lead to financial losses. Ineffective SEO efforts mean wasted time and money, and the negative consequences of unethical practices can be very costly. Mistakes made by cheap SEO companies can be lengthy and expensive to rectify, and it can take many months to regain lost position in search results.

How to avoid the pitfalls of cheap positioning?

Choosing a reliable cooperation partner

Choosing an SEO agency is a key decision that determines the success of the entire SEO process. You should check the company carefully, paying attention to:

• How long has the company been in business? What experience does it have in SEO in your industry?
• What positioning methods does the agency use? Do they comply with Google's guidelines?
• What do other customers say about the company? What are their experiences of working together?
• It is also worth asking for a detailed quotation, including the scope of work, the timetable of activities and the expected results. You should also pay attention to the price of the service - a price that is too low may be suspicious.

Education and understanding of the positioning process

A basic knowledge of SEO will allow you to make informed decisions and assess the reliability of the services offered. It is worth familiarising yourself with basic SEO concepts such as keywords, link building, SEO audit, optimisation websites, etc. There are many sources of knowledge available, such as blogs (such as ours!), online courses, etc.

Remember:

• Good SEO is an investment, not a cost.
• Successful positioning takes time and commitment.
• A reliable SEO company does not promise instant and quick results.
• Monitor the effects of SEO and analyse them regularly by checking reports.

Cheap SEO - you save money, but you lose time, ie. money too!

Everyone knows the proverb: Time is money.

By switching SEO agencies in search of the cheapest deal, you are wasting valuable time that could be used to build a strong position for your website in search results. While you are looking to save money, your competitors are successively increasing the visibility of their businesses on Google. The longer you wait to start EFFECTIVE! SEO activities, the harder it will be for you to catch up with your competitors. Remember that SEO is not a sprint, but a marathon. It requires systematic work and commitment.

SEO in the UK may seem similar to what we know from the Polish market, but there are subtle differences that are worth exploring. In this article, we take a look at the main differences between SEO in the UK and Poland and discuss the SEO strategies used in the UK.

SEO in the UK - choosing the right domain name

The first step in securing online visibility abroad is to acquire a suitable domain name. It is particularly important to choose a two-letter country code top-level domain (ccTLD). In Poland, an example of such a domain is .pl, while domains ending in co.uk or .co are recommended for the UK. So if you are aiming for SEO in the UK, it is worth noting that the website address is important from an SEO point of view. It is worth remembering that domain ".uk" or ".co.uk" will be suitable for companies focusing on the UK market, while ".com" is a better choice for companies with a global reach. Domain ".eu" may in turn be a suitable option for companies operating in European markets. It is important to carefully analyse the specifics of the company's business and its business objectives before making a decision.

Domain selection is an important step in the SEO process, which should be kept in mind. Optimisation A website needs to take into account a variety of SEO and SEM activities, as search engine algorithms take into account a variety of factors and are not limited to the number of phrases contained in the text (as some still believe).

UK positioning - which search engine is most popular in the islands?

The popularity of search engines in the UK is similar to global trends. Here is a brief overview of search engine popularity in the UK:

1. Google
Google remains the undisputed market leader for search engines in the UK, with 91,76% users choosing this search engine, as in most countries around the world. Many users in the UK use Google as their first option for finding information, products and services.

2 Bing
Despite Google's dominance, Bing (5,85%) also has its share of users in the UK. Some people prefer Bing because of its interface, features or simply out of habit. However, Bing's market share is much smaller compared to Google. 

3. Yahoo
Yahoo also has a presence in the UK search engine market, but its popularity has declined in recent years. Nevertheless, there are still users in the UK who use Yahoo to search for information.

4. DuckDuckGo
DuckDuckGo, due to its approach to user privacy and lack of tracking, is gaining popularity around the world, including in the UK. More and more people are choosing DuckDuckGo as an alternative to traditional search engines.

Effective SEO in the UK - what activities should be carried out?

Successful SEO in the UK requires a holistic approach, taking into account both the technical aspects of SEO and local preferences and user needs. So, what actions should be taken to successfully position websites in the UK? Below you will find the most important ones.

Content optimisation for English and the local market

Successful SEO in the UK starts with understanding the specifics of the UK market. In addition to the obvious, i.e. adapting your website content to the English language, it is also worth adapting it to local preferences, phrases and customs. Using British key phrases and adapting the content to the local culture will influence the website's appeal to British users.

Attention! Remember to consider British English when choosing key phrases, for example:
● 'colour' instead of 'colour',
● "centre" instead of "center"

Responsiveness and speed of the website

With the increasing number of users using mobile devices, it is crucial to adapt the website to different screens and maintain a high loading speed. This not only affects the user experience, but also the page's ranking in search results.

Gaining strong links from UK sites

External links continue to be an important factor in influencing a site's position in search results. In the UK, it is worth focusing on link building from local sites, industry portals and business partners. Careful planning of your linking strategy can help to increase your site's authority in local search results.

Local SEO

Successful SEO in the UK also requires the use of appropriate SEO practices focused on the local market. This includes registering your business with local directories such as Thomson Local, Scoot, Cylex-UK, among others. It is also essential to create a company profile on Google, which enables businesses to appear in local search results and on Google maps, which is vital for businesses - including those operating in the UK market. Make sure your Google My Business profile is fully completed and includes all relevant information about your business. This includes your exact address, phone number, opening hours, description of your business and link to the website.

Regular publication of valuable content

Updating the website with new and valuable content not only makes it more attractive to users, but also has a positive impact on its position in search results. Regularly publishing blog articles helps to maintain interest and build trust among customers.

Technical optimisation of the website

In addition to content and links, an important part of successful SEO in the UK is technical optimisation. As part of this process, it is necessary, among other things, to bring the site up to the latest responsive standards, ensure correct encryption SSL and optimise meta tags and link structure. Technical optimisation not only meets Google's requirements, but also makes it easier for users to navigate the site, which contributes to reducing the bounce rate and improving the user experience.

How quickly will the results of SEO be visible?

The time it takes for the visible effects of positioning to become apparent can vary depending on a number of factors, such as the competitiveness of the industry, the quality of the work done, the current position of the website in search results. In some cases, changes may be noticeable even after 3 months, especially if the website has little competition in the selected key phrases. However, for most industries, it takes 6-12 months or even longer to achieve the desired increases in search results.

If you give up on your SEO efforts after 3-6 months due to lack of results, you will have wasted your investment. It is important to remember that the SEO process is an ongoing effort that requires monitoring, adjusting strategies and responding to changes in search engine algorithms and user behaviour. Therefore, patience and regularity are key elements of successful SEO.

What does the UK e-commerce market look like - does it have potential?

The UK e-commerce market is one of the largest and most developed in the world. There has been rapid growth in online sales in recent years, making it an attractive area for businesses interested in e-commerce. Customers in England are increasingly accustomed to using online shopping, which creates huge opportunities for e-commerce companies. Trends such as mobility, speed of delivery and convenient payment methods contribute to the further development of this market. It is also worth noting that competition in the e-commerce market in England is fierce, requiring businesses to constantly adapt to changing trends and customer expectations, as well as an effective marketing strategy, including online shop positioning.

Positioning in the UK: A strategy focused on long-term results

SEO in the UK is not just a process of optimising for search engines, but also a strategic approach to building an online brand and attracting new customers. Although the results are not immediate, investing in effective SEO brings tangible benefits in the long term. In the context of successful SEO in the UK, understanding the local market, tailoring content to the needs of UK users and technical optimisation play a key role. Remember that the SEO process is long-term and requires patience. Giving up on SEO activities too early can lead to wasted resources.

301 redirection not only affects the user experience, but is also important for the positioning of websites in search results. In simplest terms, such a redirect is an instruction to the web browser, informing it of a permanent change of address URL of a particular website. In this article, we will explore the topic of 301 redirection, its practical application and how to implement it. All so that you can avoid mistakes and guarantee optimal performance of your website in terms of SEO. 

Why is 301 redirection important for SEO?

301 redirect (redirect 301) plays an important role in optimising a website for SEO. When we make a change to the URL of a website, we do not want to lose the valuable backlinks and search engine result positions that the website previously held. By using a 301 redirect, we can retain these links and transfer their value to the new URL, which is crucial for maintaining and improving the position in search results.

When should a 301 redirect be used?

Removing or changing the URL: If we remove, or change the URLs of existing pages, redirection enables us to maintain the value of the backlinks and avoid 404 errors.

Content consolidation: When combining two sites into one, redirection allows traffic to be transferred from one site to the other while maintaining the value of the links.

Improving the URL structure: When changing the URL structure to improve readability or SEO optimisation, 301 redirect is essential to maintain continuity of links and traffic.

How to apply a 301 redirect?

If your website is based on CMS, for example WordPressYou can successfully do it yourself, as no programming knowledge is required! Just install and use an intuitive plug-in like the Redirection.

• Log in to the website admin panel
• Select Plug-ins → add new and in the search bar enter Redirection
• Click install and then enable
• Go to Tools → redirection
• Now you can start adding 301 redirects for non-existent or old URLs!
• All you need to do is complete two basic fields: the source address (or old address) and the destination address (i.e. the new URL you want to direct to). Once you have completed these fields, save the changes and... you're done!

What does a 404 error have to do with a 301 redirect?

Surely it has happened more than once that you have clicked on a link you were interested in, but instead of getting to the expected landing page, you saw a 404 message. Such a message definitely compromises the user experience, so you must ensure that such a situation does not occur on your website! In order to avoid this error on your website, you should first of all ensure that URLs are properly managed and that 301 redirects are used when pages are changed or deleted.

When does the 404 error appear?

For example, when the owner deletes one of the site's pages or changes its link. In such a situation, he or she must implement a 301 persistent redirect. This is a way of sending web traffic from the old to the latest version of the URL. 

So remember - if, for whatever reason, you have decided to remove a certain sub-page, make a redirect that directs to another, preferably thematically related or simply the home page. 

Here are some steps to help avoid 404 errors:

Regular monitoring of sites: Regularly check the status of your web pages so that you can spot any 404 errors immediately and fix them quickly.

301 redirects: When changing URLs or deleting pages, use 301 redirects to direct users from previous addresses to the new ones. This will avoid errors and keep your site traffic flowing.

Updated links: Ensure that all links on the site are up to date and lead to the right places. Check internal and external links regularly to avoid a link leading to a 404 error.

Regular updates: Regularly update your website and manage its structure to avoid outdated or obsolete links that can lead to 404 errors.

By following these practices and ensuring that the website is properly managed, errors can be effectively avoided and a positive user experience can be ensured when browsing the site.

What is the difference between a 301 redirect and a 302 redirect?

301 and 302 are two different types of redirects in the context of SEO and website management. Here are the differences between the two:

301 redirect:

• Permanent redirection: informs web browsers and search engine robots that the page has been moved to a new URL permanently.
• Preservation of link values: also transfers the value of the backlinks (link juice) from the previous URL to the new one, which helps to maintain the position in the search results.
• Long-term: This is ideal for permanent changes to URLs, such as changing the domain or permanently deleting a page.

302 redirection:

• Temporary redirection: informs web browsers and search engine robots that the page has been moved temporarily to a new URL.
• No transfer of link value: does not transfer backlink values from the previous URL to the new one.
• Short-term: This is useful for temporary changes or tests when you want to redirect traffic to a different URL, but plan to return to the original URL in the future.

Make sure that 301 redirects are properly implemented on your site!

301 redirects are vital to maintaining a healthy website. They perform the primary function of signalling to both users and search engines that the content on your site is changing. At the same time, they ensure that the user journey remains clear and logical and that your search engine visibility is maintained.

The digital world is a labyrinth of algorithms that shape the fate of websites. One phenomenon that is often discussed is the mysterious Google Sandbox. Does it really exist or is it just a myth? In this analysis, we take a close look at this phenomenon, uncovering its potential impact on new websites.

What is the Google Sandbox Effect?

Google Sandbox is a term used in the SEO community to describe a period during which the the new website is stunted in achieving full visibility in Google search results. Although some experts claim that this phenomenon does not exist, the experience of many webmasters suggests the existence of this type of delay. How long does it usually take? There is no set time, but you may need up to a few months to resolve any indexing or search engine visibility issues with your domain. If your site is deemed valuable after just one month - you'll be lucky!

Why the name Google Sandbox, or Google sandbox? 

According to the theory, new websites have to go through a certain period in a 'sandbox' and, like children in a sandbox, they are 'watched', i.e. observed by their elders. During this time, their influence on search results is limited and are not regarded as competition for older, more popular sites. In practice, this means that a new website may experience low visibility in search results for a certain period of time after its creation.

How would it work?

While the existence of the Google Sandbox is disputed, many experts argue that it is a type of filter that restricts new websites from achieving high positions in search results for a specific period of time. Among other things, this mechanism aims to minimising the impact of websites that were created for the sole purpose of manipulating Google's algorithm.

Example: Practices Black Hat SEO, covering: keyword stuffing, cloaking or doorway pages are strictly condemned by Google. Websites using these techniques can end up in the Google Sandbox, where their development is inhibited and algorithms assess their authenticity and compliance. 

Is it worth believing the legends of Google Sandbox?

The question of the existence of the Google Sandbox is highly controversial in the SEO (Search Engine Optimisation) community. Some claim it is a legend, while others base their arguments on concrete experiences of delayed visibility gains for new sites.

It is worth emphasising that Google has never officially confirmed the existence of Google Sandbox, which is one of the arguments of the sceptics of this phenomenon. Nevertheless, many experienced webmasters advocate the existence of this lag period based on their observations. Others, on the other hand, challenge this theory and believe that any limitations that new sites may experience are due to the natural process of indexing and evaluation of content quality by search engine algorithms.

While it cannot be conclusively confirmed that this is always a Google Sandbox effect, there is some correlation between new pages and the period of delay in achieving full visibility.

How do you avoid falling into the Google Sandbox?

Although the existence of the Google Sandbox phenomenon has not been proven, it is worth taking some precautionary steps to minimise the risk of delay in achieving full visibility:

• Natural link growth: Avoid aggressive link building and rely on natural link growth leading to your site.
• Choosing a reliable domain name:  Before buying a domain for your website, thoroughly research its history. By buying a domain that has been infected or used for spamming purposes, you risk being disfavoured by Google.
• Manual indexing of the site: Just because you have a website does not mean that it is visible on Google! In order for it to be visible in Google, it must be indexed. If the site has not been set to the noindex attribute, indexation should proceed automatically. You can also speed it up by manually submitting your pages for indexation in the Google Search Console. GSC is a free URL checker that provides scanning, indexing and display information for sites directly from Google's index. You can manually add your site to GSC by entering its URL and verifying it. 
• Content optimisation: Ensure that the content on your site is of high quality and tailored to your users' needs. However, you must not over-optimise your site - Google is particularly sensitive to the stuffing of key phrases (e.g. in headings) or copying whole blocks of content from competing sites.
• Regular updates: Regularly publishing new content and updating existing pages can help raise the visibility of the site.

Honeymoon period, or reverse sandbox effect

Let's now look at another phenomenon that John Mueller (Google Senior Analytics Specialist) mentioned in one interview, the Honeymoon Period. Here, too, there is activity in the period just after the launch of a new website. However, In contrast to a decrease in visibility, we experience a sudden increase in visibility. This sudden jump in rankings can be interpreted as a 'trial period'. Newly published content is displayed high, even in first place, so that Google's algorithms can later assess its clickability. However, it is important to remember that this effect is usually short-lived, and that after the 'honeymoon' period, pages may find themselves in a more realistic position in search results and require further work to optimise and promote them online.

To summarise our article, although the existence of Google Sandbox remains debatable, It is worth being aware of potential visibility delays when launching a new site. By following SEO best practice, you can minimise the risk of falling into Google's 'sandbox'.

Guest article

An effective SEO strategy is an indispensable element for any site aiming to achieve high search engine rankings and online success. In this context, setting clear and measurable goals becomes key to optimising the activities of specialists in this field. So it's time to analyse how to set goals effectively and what they should be about.

What is SEO and how do search engines work? 

SEO (Search Engine Optimisation) is the process of optimising a website to improve its visibility in organic search engine results. The purpose of SEO is to increase website traffic by achieving better positions in search results for specific key phrases. The process involves a number of practices and strategies to understand search engine algorithms and adapt the website to their requirements.

Search engines such as Google use robots (crawlers) to index the content available on websites. The crawlers crawl the pages, analyse the content and add it to a huge database. Search engines use complex algorithms to evaluate and rank the indexed content according to its relevance to specific key phrases. These algorithms are constantly being updated and improved. 

When a user types a query into a search engine, algorithms decide which pages should be displayed as results. These pages are presented to the user in a specific order, according to the evaluation of their value. 

SEO is practised to understand these processes and adapt the content and structure of the website to the requirements of the search engines, ultimately helping the website to rank better in the search results of Google or other search engines. 

From the general to the specific - defining the SEO strategy and objectives

Setting specific goals in an SEO strategy is a key element of success. It helps to effectively manage resources, monitor progress and adapt activities to changing conditions. 

It should include, but not be limited to, the following optimisation and positioning issues: 

• determining the positions you want to achieve for key and supporting phrases; 
• competitive analysis; 
• setting targets for the keywords on which you want to be visible; 
• identify objectives for maintaining or improving the site's competitiveness in relation to other industry players; 
• setting targets for organic traffic growth on the site; 
• setting external linking targets - acquiring valuable links; 
• setting goals to improve the user experience on the site; 
• setting objectives for user involvement; 
• Determine how many conversions you want to achieve through organic traffic. 

The first step of SEO strategy - keyword analysis and competitor research 

Keyword analysis and competitor research are key steps in the SEO strategy planning process, helping to identify optimal keywords and key phrases and to understand the competition in a particular industry. 

These issues make it possible to determine precisely what phrases are important for a given topic, what content is effective and how competitors have prepared it. 

This information is key to developing an effective SEO strategy that can help you achieve better positions in organic search results and attract traffic to your website. 

An example of a tool for keyword analysis as well as competitive analysis is Semrush. It allows new phrases to be identified, organic search results to be analysed and rankings to be checked. Functions such as the "Keyword Magic Tool" facilitate the research of keyword searches, similar phrases and related questions. 

Website and content optimisation 

By optimising your website and content according to SEO best practices, you increase your website's search engine visibility. As a result, there is a greater chance of obtaining better positions in search results. 

Good quality content optimised for keywords attracts organic traffic, i.e. visitors who find the site through search results, without the need for paid advertising. 

Optimisation of the website also includes aspects related to the user experience, such as page loading speed, responsiveness to different devices or readability of content. 

All this contributes to a positive visitor experience and a better rating of the site by search engine robots analysing the content and structure of the site. 

Tracking, analysis and adaptation 

Tracking, analysing and adjusting SEO strategies are key steps that have a direct impact on increasing a website's visibility in search results and increasing organic traffic. 

Regular tracking of key indicators, search engine positions, site traffic and other metrics allows you to understand how your site is performing in the online environment. This enables you to spot potential problems and successes quickly. 

Analysing the data allows you to identify which actions are effective and which may need to be adjusted. By analysing traffic sources, user behaviour, as well as any drops or increases in search positions, it is possible to better understand what is delivering the expected results. The actions listed can also give a clear indication of whether the goals previously set have been met. 

SEO for online shops

An SEO strategy for online shops is not only necessary, but required for success in today's competitive e-commerce world. Online shops are competing for the attention of online customers and an SEO strategy can significantly impact visibility, traffic and sales.

Optimising an online shop for SEO helps to achieve better positions in search results. Higher visibility, in turn, means a greater chance of attracting the attention of potential customers and purchasing your product or service.

Thoughtful setting of SEO goals can therefore, after a certain period of time, translate into increased sales results for the online shop and real profits leading to business growth. 

Have you ever watched online content and thought: Hmmm, I'm not sure I can trust that? Who actually wrote it and why should I believe it to be true? This is where the E-E-A-T principle comes into play. It is a principle born out of the need to resist spam, misinformation and low-quality content. Let's take a look together at how the E-E-A-T principle is shaping our digital reality and why it is becoming an integral part of online strategy for anyone who wants to succeed online.

What is the E-E-A-T principle and how does Google assess the quality of a page?

E-E-A-T is an acronym made up of the first letters of the following words.

E - Expertise (Expertise)

Let's start with the first element of the E-A-T principle: expertise. In the context of SEO, this means that on-page content must be created by people with real expertise. Whatever the topic of the page, it is important that the content is authentic, credible and based on solid sources.

E - Experience (Experience)

In December 2022, Google added an extra letter to the acronym, creating E-E-A-T. The extra letter signals an additional focus on experience. In short, experience in E-E-A-T is about whether authors have real, authentic experience of the topic they are writing about. An example of this might be considering whether it is worth trusting a product review from someone who has personally used the item, as opposed to content from someone who has not had direct contact with it.

You're probably wondering how experience and expertise actually differ. Was it really necessary to distinguish between them? The simplest way to explain it is this: personal experience is fundamental to building trust in a subject, even when the author is not necessarily an expert. Google provides HERE a useful list of examples to better understand this subtlety (see page 28). Let's look at one of them. The subjects are: The challenges of sleep during pregnancy. Safe and non-medication tips and tricks for sleep in the last trimester of pregnancy, provided by people who have personally faced this challenge, are topics of value in terms of the experience criterion. However, information on sleep medication safe during pregnancy is content that should be left to experts with medical knowledge.

As you can see, sometimes pages are created to share personal experiences, often about difficult life challenges. People share their own experience, which can be useful to others. Pages with such content may enjoy recognition from Google, as long as the content is trustworthy, safe and in line with recognised expert consensus.

A - Authority (Authoritativeness)

Another key element is authority. Google prefers sites that are recognised as leaders, experts in their industry. There are many ways to build authority online, such as publishing content on reputable platforms, getting positive reviews from users, or winning industry awards.

T - Trust (Trustworthiness)

A final but equally important element of the E-A-T principle is trust. Websites should earn trust from both users and search engines. Remember to avoid any practices that may damage the reputation of the site, such as copying content, using fake reviews or employing unfair marketing practices.

Impact of the E-E-A-T principle on web positioning

The E-E-A-T principle has a direct impact on the positioning of websites in Google search results. Search engine algorithms are increasingly focusing on the quality of content and the credibility of authors. Websites that effectively implement the E-E-A-T principle have a greater chance of ranking high in search results.

How to implement the E-E-A-T principle in your SEO strategy?

1. creation of high quality content
Content should be factual, informative and provide real value to users. Avoid duplicate content and focus on uniqueness.

2. cooperation with industry experts
It is worth establishing partnerships with experts in your field. Publishing content that is backed by the knowledge of experts will contribute to building the authority of the site.

3. caring for opinions and reviews
User reviews are important for the credibility of the site. Let's proactively manage feedback and reviews by responding to them and trying to gain positive recommendations. 

The YMYL principle - why is it so important?

In addition to E-E-A-T, there is another principle worth mentioning. The YMYL principle, i.e. "Your Money or Your Life"., is a guideline of great importance for websites, especially those providing information related to finance, health, law or the lives of users. 

In the context of online marketing, the YMYL principle is becoming a key benchmark that places additional responsibility on content creators and marketers. Why is it so important? Here are some key reasons.

1. User safety
A pillar of the YMYL principle is to safeguard users by ensuring that they have access to reliable and secure information. In the case of financial or health-related content, misinformation can lead to serious consequences for users.

2. credibility of the content
Content related to finance, health or life is particularly assessed in terms of credibility. Search engines expect sites providing this kind of information to be trustworthy and based on factual knowledge.

3. impact on positioning
Sites adhering to the YMYL principle can enjoy better positioning in search results. Google's algorithms attach importance to providing users with reliable sources of information, especially in areas related to finance and health.

How to implement the YMYL principle?

1. hiring industry experts
To meet the requirements of the YMYL principle, it makes sense to employ industry experts. Content on finance or health should be produced by people with real knowledge and experience in the field or based on a source of reliable information.

2. updating content regularly
For content related to finance or health, it is important that the information is always up-to-date. Regularly updating content demonstrates the site's commitment to providing current and reliable data.

3. attention to quality of content
A key element of the YMYL principle is attention to the quality of content. Avoid publishing anecdotal information and back up any content with evidence, scientific studies or official sources. Poor quality content can be important from the reader's point of view, and the credibility of the site's owners will drop. 

Implementing the YMYL principle is not only a matter of complying with Google's requirements, but above all a concern for the safety and well-being of users.

E-E-A-T in practice: the basis for long-term success

Becoming an expert at creating content according to E-E-A-T according to Google takes time and planning.

Below you will find a summary of the four components of the E-E-A-T principle:

• Expertise refers to the knowledge of the content creator.
• Experience is the development of expertise, focusing on practical, personal experience.
• Authority refers to reputation on a given topic.
• Reliability is related to the reliability of information.

All these features contribute to the overall quality of the content on the site. The E-E-A-T principle and quality guidelines shed light on the factors Google values when evaluating sites, so always keep them in mind!