Search Engine Optimization
SEO (Search Engine Optimization) is one of the most important channels in digital strategy. This is if not the most important, because it gives visibility to the search engines “for free”. And above all, stable and persistent over time. That is, everything we build in SEO is in the medium or long term. It does not depend on whether we are increasing or reducing investment. Often times, we are concerned about how to make our brand appear at the top of search engine results. We want to get it quickly, but it’s slow and boring. There are two ways to do this:
- SEO (Search Engine Optimization) or organic / natural positioning.
- Search Engine Marketing (SEM) or Paid / Ad Positioning.
Organic Positioning is based on SEO strategies. It aims to attract high-quality website visits by seeing them on search engines. Engines like Google, Yahoo, Bing, or Ask. SEO is the procedures and methods we apply to place a website in the search engines. Always focusing on the king: Google. It depends on multiple variables and requires some technical and semantic knowledge to do it properly. Below, we detail these variables. SEO has a priority to improve the web to achieve and maintain position in the long run. The position should be primarily in the results obtained from the most used search engines. When entering search terms (keywords) related to information, products or services that the website provides, you will be the first.
Why is organic positioning or SEO positioning so important?
Although clearly, the better the site is in the search results, the more likely it is that the user will click on our link and visit our website.Think for a moment as a user performing a specific search. Do you go to the second page of results to click on one? And the third?. Therefore, the goal is to appear on the first page of the search engine and the higher it is, the better. Please do not make the mistake of thinking that if you search for your name and go out on top, you are already in a good position.
The factors that affect SEO
It is one of the most important elements of the search engine. This metric mainly depends on the number of inbound links the website receives, but there are also factors that add up, such as the age of the domain or the broken or broken links that the website contains. We can divide this concept into two parts: domain authority and page authority. The first refers to the web in general, and the second refers to each webpage.
SEO on the page
Here we take into account, as its name suggests, optimization within the web. It is of the utmost importance because we essentially define the words we want them to find us in and which outlets to place ourselves in. Therefore, when we talk about SEO on a page, we refer to: the positioning and appearance of the search engine (title and standard description), keywords to be placed (target keyword), URL structure and semantics, or the creation of internal links or links (conversion authority Page-to-page), download speed, ease of use, web structure (first used) or unique optimization and design, among other factors.
Seo off the page
When the On Page part is taken care of and worked on, it’s time to work on the outside of the web. This above all points to the work of getting external links pointing to our page. But beware !: Naturally. When a website is relevant, it makes other sites remember it, and in this way, Google realizes that the site’s content is important, which gives it authority and makes its site more solid.These links should be obtained normally, because if they cannot be considered a black hat (bad practices) and Google can punish us.
How should SEO strategy be?
Decide where you want to behave
We have to run away from the year and find that where the market can truly have less visibility and less competition, so localization will be faster. It also depends a lot on the sector, as some are very saturated and others are less, so it comes to finding an opportunity.
Also read: How to make money from the Internet?
The importance of choosing a field
A good domain name can help us position ourselves very well. If we find a different keyword that we can include in the domain name, we’ll have a lot of money in Google’s eyes.
Keyword search: key
There are tools that can help us conduct this keyword study like Digital Marketing, Google Keyword Planner, or Google Trends. Consequently, we will obtain data about search volume, competition and trend over time, which will help us determine the keyword to attack. It is recommended that you try to place more specific keywords, because the search volume will be less but it will set us apart and put us in a better position.
Search engine optimization cannot be understood without words, especially keywords, and the goal of SEO is to appear in the best positions in organic search results for one or several specific words, and these words must be defined in advance according to business objectives from the side. It is not about attracting irrelevant traffic, but user traffic is really interested in what we offer. For this we must work on the words related to our site and our work. The number of keywords in the placement is limited and will depend on the number of URLs that make up the web.
Build your own website based on SEO
The web is not just a design, therefore, we should focus its structure on the basis of keyword study. Creating landing pages or sections based on your keywords will be key to the approach, so we can develop content similar to the keyword we’re working on and a logical URL. All this is tracked and appreciated by Google when determining the location.
Also read: Brand and authority in digital marketing
The most important thing is the content. Google tracks our website and assesses the quality and quantity of page content. Additionally, he is keen on updates and highly appreciates that the content is being updated and that new updates are being created. The blog is a great tool that can help us, especially if our site is stable.
Appearance in the SERP
A very important section is to write titles and meta descriptions correctly and increase your clickthrough rate. This means that it is interesting and increases your clickthrough rate. There are many ways to stand out from other outcomes. We must be creative and call to action.
Link strategy development
It is complicated and costly, but often differentiation is at this point. You don’t have to be a freak as Google values links above all naturally, but … How do you know they are natural? This is where we should try to reach agreements, and above all, that our links are logical and beneficial to the user.
In summary, the importance of SEO in digital marketing is enormous, the main channel must be to work as appearing in the first places in search engines will give us traffic, recognition and visibility, and above all, what we have earned, it will be difficult to lose (as long as we work on it constantly) .