What is MPI (Internet Positioning Marketing)?

Internet positioning marketing (acronym MPI) is a powerful tool for companies to have more results by appearing in the first positions in searches.

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How MPI started

MPI started with the popularization of internet searches, especially Google searches. Initially restricted to computers, today searches are on several different devices, such as cell phones, TVs, tablets, home assistants, watches, among others. There are more searches today performed on cell phones than on computers.


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What Google searches looked like in 2001


In addition to the different devices, the apps also received a lot of updates and new features. This advance allows searches in audio, photos, videos and results with a wealth of details that add several websites, systems and even generative artificial intelligence. 


All efforts are always focused on offering the best results for your visitors, that is, Google wants you to have the answer you are looking for.


Since then, MPI (internet positioning marketing) began to consolidate itself in the market with the proposal to be in the first positions of research, and the vast majority of people solve their doubts already on the first page.


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Today Google searches are on cell phones and have several applications such as Google Maps, Youtube, Google Assist and the browser bar itself


What justifies the MPI


Unlike most traditional marketing media, MPI is able to filter people by how they search. For example, by placing a billboard on an avenue, you will have a fraction of the attention of people who pass by and will see that banner. The MPI, on the other hand, will only appear to those who search and are interested in what you do or offer.


In addition to exposure targeted by searches, the results also offer a chance of interactivity, such as calling your company, seeing more information on the website, sending a message to customer service via Whatsapp, among others.


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Example of a search flow, where the website is accessed and the company is contacted through it.


The number of searches carried out every day is immense and occupying the first page means appearing for 95% of these searches for the words or terms that are important to you. If an average of 1.000 people search for your area per month, 950 of them may know about your business. Exponentially, these numbers can considerably increase a company's customer base.


The objective of the MPI is very simple: to be in the first positions of Google searches and other search engines for as many words and terms as possible. That way, whenever they search for words and terms related to your company, services and products, you will appear.


How to use MPI (internet positioning marketing)?


We can divide the MPI work into 3 main steps, which are:



1. Content creation

Creating great content requires planning and technical research to understand how the public searches for your company and what experience they want in response to their questions. The words used to perform the searches are called as search terms. 

To find the search terms, it is possible to use techniques and tools, for example:

Use Google suggestions to understand what people are also searching for.

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Search suggestions are valuable keywords with terms that can tell us what people really want


Use tools like Google Trends to see trends and which ways to search are most used.

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Google Trends can help find trends and compare terms to better understand how people are searching


Use the Google Ads Keyword Planner. This tool requires a Google Ads account and technical knowledge, however, it is advantageous to understand it because, in addition to the terms, it is possible to see the number of times each term is searched.

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Other third-party and paid tools like SemRush can also be a great help in capturing important keywords and tracking the progress of your website in general.


With the terms in hand, planning begins to apply them to the company's material that will be used on the website, social networks and channels in general. The technique of making the website appear in the first positions of Google is called SEO (search engine optimization) and is the next item to be addressed.


2. Webdesign and SEO

Here comes the work that involves creating the website. It is necessary that the site offers a great experience, is fast, beautiful and with all Google's recommended techniques for performance, accessibility and ease on mobile devices properly applied.

Google has become increasingly strict about the quality of websites to ensure that people who are searching have a successful experience. Among the requirements of Google to stay in the top positions, we can mention:

Security Certificate: These are websites that start with https and have a padlock on the browser. Today, sites that do not have a padlock, that is, do not talk to the server in an encrypted way, do not have any space in searches;

Loading fast, very fast, especially on mobile phones: Websites cannot take more than 2,5 seconds to load on mobile. This delay irritates visitors and even more those using mobile data such as 3G;

With a hook in the previous item, Google has a metric called Core Web Vitals and it covers 3 factors: loading speed (previous item), the page doesn't "shake" while loading and response when receiving a touch or click. Technically these metrics are called LPC, CLS and FID. Google assesses whether in the last 28 days your website has passed these requirements for at least 75% of visitors. Web Vitals directly influences MPI;

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This is an example of our website ecowebdesign.com.br on Google Search Console, meeting all the necessary requirements to appear more on Google

In addition to the technical data above, Google itself emphasizes that the most important thing is the content, its originality, exclusivity and user experience in relation to it, so it is important to dedicate yourself to planning the keywords and creating arts, articles, videos and advertisements that are interesting for searches. Google likes visits, if your website receives visits for being interesting, Google will give you even more visits for credibility.

Now the important thing is to continue the work, as we will discuss below.


3. Continuity

As important as the previous items, Google is interested in moving sites, always evolving and having hits. It is very important that there be periodicity of updates based on the collection of data from visits and support tools such as Google's own Search Console.

O Search Console is a tool from Google itself that allows a deep monitoring of the performance of the website in searches. Its use is fundamental to work with MPI.

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In addition to Search Console, tracking tools like Google Analytics (GA4) integrates with Search Console and others and allows a thorough monitoring of visits, public and content performance.

To monitor website sharing, tools such as Bitly can help you see the performance of sponsored or targeted links easily and for free. For example, when sharing links on social networks with Bitly, it's extremely easy to see how many clicks your posts have received.


Using MPI in practice

With the site in the top positions on Google for the relevant terms in your area of ​​activity, your company will receive higher quality hits and the chance to meet your goals, see an example below:


Let's assume that your company is in the area of ​​post-construction cleaning services;
- By studying your area, we concluded that the terms "company that does construction cleaning", "post-work cleaning and renovation" and "post-work company in " are very relevant;
- We create pages, texts and arts with the important terms;
- After a few days or weeks, your company appears on Google in good positions when searching for "company that does post-work";
- Whoever accesses your site finds exactly what they wanted, a company that does this post-work service;
- The visitor contacts your company to receive quotes;


Conclusion


Considering that thousands of researches are carried out daily in a regional context and millions depending on the area and area of ​​activity, MPI can generate up to hundreds of daily budgets depending on the investment. It is common to receive quotes daily even with relatively low investments.


For more information, contact our team and see how MPI (internet positioning marketing) can heat up your company's commercial.



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