The Hidden Keys to Online Positioning
When discussing online positioning, the focus often falls on SEO and Google Ads. However, deciding where and how to build visibility requires a broader strategy—one that reflects your business goals, target audience and budget. Technical expertise matters, but the real key is knowing your business better than anyone else.
When we think about online positioning, our mental framework usually leads us to think of just two things: SEO and Google Sponsored listings. The first, SEO, is there for us to blame ourselves for not having an optimised website; but when we realise it needs to be done and understand that results take time, we choose the second option: ‘positioning ourselves’ by throwing money at it and making the people at Google even richer.
I believe the mistake lies precisely in the broad nature of the word ‘positioning’. Whenever we have something to position, there are several considerations that should inform our decision to ‘position ourselves’, such as:
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