This is the Google SERP for “how to play bridge,” with an annotation added to indicate a page on a well-optimized site that nevertheless might get overlooked.
Let’s look at an example of what a positioning strategy might try to accomplish: Think of SEO as the ingredients that create a satisfyingly textured and flavored cake in a bakeshop, and search engine positioning as the icing and decorations that make it stand out in the display. A positioning strategy might be utilized to get a relatively low-ranking page on an overall high-performing website to rank better. In other words, search engine positioning is usually something you’ll do once you already have a solid SEO plan in place for your website. It may be helpful to think of search engine positioning versus SEO as a square versus rectangle situation: All search engine positioning is SEO, but not all SEO is search engine positioning.
SEO includes not only the page-level optimizations that fuel search engine positioning, but also the domain-level improvements (such as the number of links to that domain, the domain’s age and response time, etc.) that give a website domain authority. SEO is broader than search engine positioning. It’s a subset of search engine optimization (SEO), as it does not encompass some broader-scale SEO practices like building a flat website structure, creating XML sitemaps to make its URLs more discoverable, and conducting in-depth keyword research. Search engine positioning is the optimization of a website’s individual pages for a SERP, by making them rank higher and/or appear in more locations on that SERP.
These numbers, plus the growing complexity of SERP pages due to featured snippets, video results, and other “position zero” results, underscore the importance of search engine positioning. Similarly, Backlinkto has also found that the top three organic search results collectively get three-fourths of all clicks. Over one-quarter of Google users click the first organic search result, or twice as many who click the second-ranking result.
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