At Dasweb®, a web and marketing agency based in Montreal, we’ve helped dozens of Canadian and international businesses increase their keyword positions using tested, ethical, and results-driven SEO strategies. In this blog post, we’ll break down what keyword positioning is, why it matters, and how you can improve it using sustainable techniques rooted in Google’s EEAT principles—Expertise, Experience, Authoritativeness, and Trustworthiness.
If you’ve ever asked yourself why your website isn’t ranking on Google or how to climb higher in the search results, you’re not alone. Keyword positioning—the rank your web pages achieve for specific keywords in search engine results—is one of the most important indicators of your website’s visibility, authority, and potential to drive organic traffic.
1. What is Keyword Positioning?
Keyword positioning refers to where your webpage ranks on Google when someone searches for a specific term or phrase. If you’re in the first three results on page one, your chances of getting clicked are exponentially higher than being buried on page two or beyond.
For example, if your business sells custom patio furniture and someone types in “custom patio furniture Montreal,” your goal should be to appear as close to the top as possible for that search phrase.
Why It Matters:
High visibility = more traffic
More traffic = more leads and conversions
Higher rankings = greater authority and brand trust
2. Conduct Keyword Research That Aligns With Search Intent
Effective SEO starts with understanding what your audience is searching for. Keyword research is not just about volume; it’s about relevance, intent, and competition.
Tips:
Use tools like Google Keyword Planner, Ahrefs, SEMrush, or Ubersuggest.
Focus on long-tail keywords (e.g., “eco-friendly web design agency Montreal”) rather than broad ones (e.g., “web design”).
Align keywords with search intent:
Informational: “How to optimize a website for SEO”
Navigational: “Dasweb® agency Montreal”
Transactional: “Buy SEO services in Montreal”
Pro Tip:
Create a keyword map for your site—assigning one focus keyword (and supporting secondary ones) per page or blog post to avoid cannibalization.
3. Optimize On-Page SEO with Precision
Google crawls your content and HTML structure to understand what your page is about. This means your on-page SEO needs to be spot on.
Key On-Page Elements:
Title Tag – Keep it under 60 characters, include the keyword near the beginning.
Meta Description – Summarize the page in 150–160 characters. Make it compelling and include the keyword.
Headings (H1, H2, H3) – Use structured headings and naturally insert keywords.
URL Structure – Short, clean, and keyword-rich. Example: yourdomain.com/keyword-positioning-tips
Internal Linking – Link to related articles or pages to help Google understand your site hierarchy.
Alt Text on Images – Use descriptive text that includes your keyword where appropriate.
4. Publish High-Quality, Human-Centric Content
Google rewards helpful, original, and expert-driven content that solves user problems. With the rise of AI content, Google’s EEAT signals are more important than ever.
Content Guidelines:
Write for humans first, search engines second.
Demonstrate first-hand experience and industry knowledge.
Use data, real examples, and cite reputable sources.
Keep it well-formatted, scannable, and engaging.
Use rich media like images, videos, charts, and infographics.
Example:
Instead of writing a generic blog titled “Best SEO Tips,” consider:
“How Our Montreal Marketing Agency Increased Organic Traffic by 180% in 6 Months”
That shows experience and trustworthiness—EEAT gold.
5. Improve Website Speed and Mobile Usability
Technical performance is a huge ranking factor. Google prioritizes websites that load fast, are mobile-friendly, and provide a good user experience.
Steps to Improve Performance:
Compress images without losing quality.
Use a Content Delivery Network (CDN).
Minify CSS, JavaScript, and HTML.
Implement lazy loading for images.
Test your site with Google PageSpeed Insights and Lighthouse.
Use responsive design to make sure your site works across all devices.
6. Build High-Quality Backlinks
Backlinks are still one of the strongest ranking signals. When a trustworthy site links to yours, it’s a vote of confidence in your content.
Ways to Get Quality Backlinks:
Guest blogging on industry-relevant websites.
Create original research or case studies others will reference.
Get listed in local directories and niche resource lists.
Collaborate with influencers or partners.
Create linkable assets like tools, templates, or how-to guides.
Avoid:
Buying links or participating in link schemes (Google penalizes this heavily).
Low-quality or spammy directories.
7. Leverage Local SEO (Especially if You’re a Local Business)
If you’re targeting local customers, optimize for Google Business Profile, local citations, and location-based keywords.
Local SEO Checklist:
Claim and optimize your Google Business Profile.
Ensure your NAP (Name, Address, Phone Number) is consistent across all platforms.
Add local schema markup.
Get reviews on Google and relevant directories.
Create location-specific landing pages or blog content.
Example:
If you’re a web design agency in Montreal, a blog titled:
“Why Montreal Businesses Are Redesigning Their Websites in 2025” could rank locally while showcasing authority.
8. Monitor Keyword Rankings & Update Content Regularly
SEO is not a “set it and forget it” game. Monitor your rankings, audit your content regularly, and update pages that are losing position.
Use These Tools:
Google Search Console
Ahrefs / SEMrush
Rank Tracker tools like SERPWatcher or AccuRanker
Keep Your Content Fresh:
Add new data or case studies
Update meta tags
Improve content formatting
Expand with FAQs or multimedia
Refresh outdated stats or broken links
9. Improve User Engagement Metrics
Google tracks how users interact with your website. High bounce rates, low time on site, and poor click-through rates can hurt rankings.
Improve Engagement By:
Using clear CTAs (calls to action)
Writing compelling headlines and intros
Adding interactive elements like quizzes or calculators
Embedding videos
Improving readability with short paragraphs and subheadings
10. Follow Google’s Guidelines & Stay Up to Date
SEO is constantly evolving. Google rolls out hundreds of algorithm updates each year. What worked two years ago could hurt you today.
Tips to Stay Compliant:
Follow Google’s Search Essentials
Subscribe to industry newsletters (Search Engine Journal, Moz, Search Engine Roundtable)
Audit your site every quarter
Focus on ethical SEO, not shortcuts
Conclusion: Be Strategic, Be Patient, Be Consistent
Improving your keyword positioning on Google isn’t an overnight achievement. It takes a blend of strategy, content quality, technical optimization, and authority building—all guided by the principles of EEAT.
If you’re unsure where to start or want to partner with professionals who do this every day, Dasweb® is here to help. Based in Montreal, we specialize in SEO strategies tailored to your business goals, market, and audience.
Ready to rank higher?
Contact Dasweb® today for a free SEO consultation and let’s build your search presence—one keyword at a time.
