Do you know what SEO is for and why it is so important? Do you want to improve your SEO positioning and also your Inbound Marketing strategy ? You are in the right place! Anyone who has a website, blog or an online store has surely wondered more than once what SEO positioning is or why it is so important to do SEO on a website. And it’s completely normal. It is something that is constantly talked about on digital marketing blogs . Luckily, with the advancement of the Internet, there are many free and paid SEO tools.

To find the web page we need when searching for information, we use web search engines like Google, Bing, Edge, and many others that have the same goal. These are known as search engines , and they help you find pages on a certain topic or specific pages that you know or have seen before, but don’t remember at the time. What are these search engines based on to get one website or another? It is a process called SEO or Web Positioning , vital for your Internet marketing strategy, and I am going to explain it to you step by step. The magic of search engines is basically created by indexing millions of websites based on a few SEO factors and algorithms.

History and origins of SEO

It was in the mid-90s, when the great explosion of Google arrived, attracting the majority of Internet surfers. With the appearance of the giant Google, many web pages, blogs and blogs were created thanks to the Internet and everything that was promised at the time. The rise of web pages had only just begun and companies and individuals began to become professional in the use of websites with a view to greater monetization of the pages . Back then it was just as important as now to position a website, although now it is more complicated, given the great competition in almost any sector.

Although surely you think that Google today is essential, the truth is that Google did not appear until the year 96 and even today there are countries in the world where it is not particularly popular.

As a consequence of this, the greatest efforts of businesses and brands were focused on attracting traffic. The best method was the search engines, and in this case appearing in the first positions of Google. The thing was to become the easiest website to find by Internet users, and for this the owners of the pages began to religiously follow the law of success on the Internet. The law of SEO (Search Engine Optimization). As I have told you, the search engine with the most SEO references is Google. For years, Google, with its well-known spider, has been tracking the entire Internet and all the pages it has access to in order to request information from them.

ALMOST ALL WEB PAGES HAVE THE SAME GOAL IN COMMON: TO ATTRACT QUALITY TRAFFIC . SEARCH ENGINES ARE ONE OF THE MOST EFFECTIVE WAYS TO BRING VISITORS POTENTIALLY INTERESTED IN THE SUBJECT OF THE WEB IN QUESTION.

What is SEO, how does it work and what is it for?

SEO (Search Engine Optimization) is a set of techniques that are applied to a web page. The main objective of improving its position and its visibility in the search engines of the main browsers. When a user performs a search on any search engine, the various websites that they have indexed for that keyword will appear in a list of Google results . These web pages that you rank for are the organic search results, and the positioning of your web page is therefore key to reaching more customers who are interested in the products or services that you offer.

Google is the most used search engine on computers, mobile phones and tablets, followed by YouTube.

In other words, we can define SEO as a strategy or process focused on placing a certain web page, blog, or online store in the first positions of the search results pages for a specific query from a user. SEO or SEO positioning is also known as positioning your website, natural positioning or search engine positioning. All these terms refer to the same thing: the optimization of a website . SEO has been growing in many areas, such as at the local level, for example, If you have a restaurant and you want potential customers in your area to find you, then it is very important to work on local SEO through Google My Business.

Main differences between SEO and SEM

What is SEO

In addition to SEO, you have probably heard of SEM, which is not exactly the same thing. Advertising or paid searches (SEM) are called “sponsored links”. In other words, it is the action of buying search engine results by the advertiser , so that when someone searches for a keyword/s that this advertiser has purchased, our company will appear first in the search. Companies thus place their ads on search results pages that match what they are offering.

SEM is the acronym for Search Engine Marketing . When we talk about SEM we usually refer to paid ad campaigns.

And now, what is the best option ? It depends on the company. If we have a product or service that many people from different places may potentially want or need, in which there is a lot of competition, SEM is our choice, as long as its particular suitability for us has been well investigated. It will give us results in the short term and without spending as much time as SEO requires. SEO is more for small market niches and is free (or almost). Both (SEO and SEM) are search engine marketing actions with the same final objective, but with different means.

SEO talks about earning positioning on its own merits, working on quality content and waiting for the website to become popular for its own usefulness to the user. It is a long and laborious process, but with results if things are done well. However, the SEM seeks to shorten this process a bit by making payments . The typical advertisers with this type of strategy are those related to large businesses such as telephony, telecommunications, real estate or technology in general.

THE ONE THAT BY ITSELF WILL ALMOST NEVER WORK IS SEM . YES, WE CAN BUY LINKS, DO GUEST POSTS AND GET LINKS FROM FRIENDS. BUT, EVEN SO, WE WILL NOT BE ABLE TO CONTROL IT 100% OR KNOW IF TOMORROW THOSE PAGES WILL DISAPPEAR OR THAT WEBSITE WILL BE PENALIZED AND THE PENALTY WILL PASS TO YOU.

Most important factors of search engine optimization

Putting SEO on the digital marketing map has been something simple, thanks to Google and its tools, which reward those sites that have links with high quality, natural and unmanipulated links. I mean that there are web pages created specifically to be clicked, but that have no background other than to earn money without offering anything in return to Internet users. In fact, these sites are often punished for violating Google’s guidelines. I will explain some of the basic factors in which any search engine such as Google or Bing, are based to position one page and not another in the search results of a user. Although you have to know that Google’s algorithms are changing at the speed of technology and some of the rules it uses today, they will not be the same in a few months.

There are some key factors:

  • Authority : It is the popularity of a website ; This is reflected in the visits a web page or blog receives and in the quality of its content . The authority is greater the more popular its content is, the more users it receives and the more its content is shared and disseminated, which means that it is useful, attractive and interesting content, compared to others that may be similar on the network.
  • Relevance : It is the concordance that a web page has against a search carried out by the user to reach it, this does not mean that just because a content carries the keywords that the user is looking for hundreds of times, it is relevant. The quality and relationship of the content with the user’s search is vital for its positioning.
  • Page speed : This is something that many web pages do not take into account. The loading speed and how fast and easy it is to browse a web page is a key factor today to improve your web positioning and that Google does not penalize you.
  • Content Optimization : Content optimization, bold, keyword volume, and content quality is another key factor.
  • User experience or Rankbrain : It is another factor that Google takes into account to better position a web page, taking into account all the data from your Google Analytics, such as the time spent on a page, the number of visits, the number of clicks , rebound, etc.
    Incoming and outgoing links : Another super important key, that your web page has links from other related pages. If they have a much better authority and high relevance. As well as that you have links to content from other web pages of value as well as to internal pages of your page.

Most important types of web positioning

Your position in the Google ranking and the frequency with which you appear is based on the quality of your web page and on all the factors that you work at the SEO level so that the search engines show the results that they consider most appropriate for their users. On the other hand, although we have talked about vital factors for the online positioning of your website, SEO is divided into two: SEO on-page and SEO off-page. Both are equally important and key if you want to improve your ranking; You must work both strategically to achieve good SEO results.

  • SEO On-page : SEO on-page or SEO on-site takes into account above all the relevance of a certain web page. It is the one that takes into account that your web page and its contents (texts, images) are well optimized . Include everything you can do on your page to make the content easily readable and indexable by Google. In on-site SEO we would work on keywords, titles (H1, H2, H3), bold, links within the page to other internal pages, image optimization, Google snippets, etc.
  • SEO Off-page : SEO off-page or SEO off-site takes into account external factors to your website, which are mainly external links and social activity that we mentioned before. A page not only has to be relevant for Google and for the users, but it must also be alive, receive incoming and outgoing links, comments and the content moves as much as possible through the network.

Most common SEO techniques on the Internet

Within the SEO world we can find several currents, which could represent good and bad practices in web positioning, and that is that there are people who cheat but browsers do not usually like cheats very much. On the one hand, there is the SEO that follows the indications of Google and that seeks an organic and natural positioning , known as White Hat SEO and, on the other hand, those who are looking for a quick and easy path , known as Black Hat SEO. As in everything, there is always a middle ground , between good and evil, which would be the Gray Hat SEO.

Black Hat SEO

As I told you at the beginning, Google punishes cheaters (if it finds them). These cheaters use black hat tactics , attempting to improve their website’s popularity and search engine rankings using techniques that are unfriendly or unethical or that contradict search engine guidelines. The origin of the term “Black Hat” is in westerns, where the bad guy always wore a hat of this color. As for SEO, the Black Hat employs strategies that seek to deceive search engines and position pages in a short time.

Black Hat SEO uses techniques such as “keyword stuffing” , making excessive use of a keyword to position a page, for example, ” cloaking” , which consists of directing search engines to a page other than the one that appears. displays users or spam links, almost always in the form of comments on blogs and forums, or the purchase of links . Many of these techniques, such as overoptimization of low quality content or links, are penalized by Google and in the long run can be expensive, believe me. Many web pages have stopped using Black Hat SEO with this type of strategy, since Google’s algorithms have evolved and have focused on discovering these “traps”, so they are no longer a viable option for SEO positioning. a Web page.

White Hat SEO

The White Hat SEO , are the pure optimization techniques and the origin of SEO, which follow and respect Google’s rules to position a web page organically and naturally. They would be all those techniques that work the factors that we talked about earlier. Using White Hat techniques, although it takes longer to position a page, Google penalties are avoided . White Hat techniques are based on good on-page SEO as good off-page SEO and the balance of both. White Hat SEO strategies are based on the quality of the content , publishing quality content on a regular basis among other things.

Gray Hat SEO

And as you can imagine, the last option will be a mixture of the previous two. They are the SEO techniques that are not considered Black Hat , but they can be susceptible to wanting to manipulate , although they play with the ambiguity and the loopholes that Google leaves and must still seal. A Gray Hat does not believe that content is king , however, it does not underestimate its effectiveness in terms of SEO. In fact, it is one of the fundamental pillars for web positioning and that we must take into account yes or yes, especially for projects that we want to be stable.

Conclusion: Improve your search engine positioning by working on SEO

As you have been able to learn throughout this article, SEO is one of the best digital marketing strategies in which you can work to increase visits to your website, improve your positioning in Google and sell more and better your products and services. / or services. Of course, remember that SEO is a medium-long term strategy, do not expect immediate results (it also depends a lot on your competition), but be clear that by working on it with detail and care you will achieve a natural positioning in search engines that will bring you much joy.

What do you think of my guide on what SEO is and what it is for ? Did you know their different techniques? Are there any that caught your attention? Do you think I’ve left any? Do you have any doubts or questions? Then I ask you to leave a comment . It does not matter if it is a question or a simple thank you, but I will be very happy to read it and answer it.