Ranking Factors 101: What Determines Search Engine Positioning?


Google receives an estimated 63,000 searches per second.

With the number of people searching online for all kinds of things, making sure your business has good search engine positioning is crucial.

But what is search engine positioning? And what can it do for your business?

Keep reading to find out.

What Is Search Engine Positioning?

Rather than working on specific keywords or sitewide SEO (search engine optimization) improvements, this focuses on improving the search rankings of specific web pages.

Search engine positioning is the optimization of a web page with the intention of it being ranked higher in search engine results. This is a subset of SEO rankings but focuses on certain specifics.

Why Is It Important?

The higher a web page ranks on search engines, the more likely users are to visit it.

The average CTR (click-through rate) of the top result of a Google search is 28.5%. The second result tends to get a CTR of around 15%, and the third result gets 11%. Down at the 10th result, the CTR is just 2.5%

This shows just how important your search engine ranking position is in terms of users visiting your site. Google has added SERP (search engine results page) features over the years so that it doesn’t just show a list of web pages. The first page also includes things such as:

  • Top stories
  • Video results
  • Features snippets
  • Knowledge graphs
  • “People also ask” boxes

Because of this, it’s no longer just about search rankings. You can also benefit hugely by ranking on the same page multiple times.

How to Improve Your Search Engine Positioning

Improving your search engine positioning can help drive a huge amount more traffic to your site. There are several things you can do to accomplish this.

Use Internal Links

Internal links make it easier for users to navigate your website, but they also increase the “ranking power” of a page. Blog posts tend to get more backlinks than product or service pages, so adding internal links to these kinds of pages can be very helpful.

Optimized Meta Tags

The title that appears in the search results is the “meta title” and the text below it is the “meta description”. These describe what your page is about, and optimizing both will help search engines understand your page while encouraging users to click on it.

Use Header Tags for Featured Snippets

Organize your page logically with the correct headers (H1-H6) keeping the most important (H1) at the top with multiple H2s throughout. H3 headings fall under H2s, and so on.

These headings can show as features snippets which Google uses to quickly and clearly give people information about what’s on your page.

Other Methods

There is a range of other things you can do to improve your search engine positioning. Some of these include:

  • Conducting an SEO content audit
  • Target a focus keyword and secondary keywords
  • Improve core web vitals
  • Optimize images
  • Use more backlinks

Most of these take a high level of expertise, so you would benefit from hiring the services of a company like Snap SEO to help you.

Professional Search Engine Positioning

The above methods (as well as several others) can help improve your search engine positioning, but it’s no small task. If you really want to move up the ranks you are best off hiring a professional search engine positioning service. They can do everything effectively and efficiently, increasing traffic to your site and helping your business grow.

If you’re interested in reading more business-related articles check out some of our other blog posts.

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