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In SEO, ranking or positioning has two meanings. It can in fact literally refer to the position that a website or web page occupies in search engine results for a specific keyword or phrase, but also to the more complex ranking activity performed by search engine algorithms to determine that position.

In this second meaning, then, ranking (in Italian positioning or more rarely classification) is the process that occurs after crawling and indexing activities, during which search engines, such as Google, sort and present search results based on their relevance and usefulness to the user. Ranking is driven by complex algorithms that consider a wide range of factors, including the relevance of the content to the search query, website quality, domain authority, level of technical optimization, and user experience on the site.

The work of improving a site’s ranking is the primary goal of SEO, and sometimes ranking also indicates the operations that enable optimization to allow the site to appear in SERPs in as favorable and relevant a position as possible. Simplifying, in fact, good positioning is crucial for online visibility: pages that appear in the first search results tend to receive the most clicks from users, thus increasing the likelihood of increasing the likelihood of generating traffic and conversions.