SEO is the initial of Search Engine Optimization, that is Search Engine Optimization, which is a set of techniques used to improve the visibility of a website in the organic results of search engines such as Google and Bing, for example.
Doing SEO is an essential practice for the creation and development of professional websites, as well as a digital marketing strategy since it is a procedure that includes several actions that must be carried out regularly in order to optimize the position of the website. in search engine results.
A good search engine ranking means that the optimized website should appear as high as possible in the SERP (Search Engine Results Pages) or Search Engine Results Pages, since the first page of results obtains 75 percent of user clicks on search engines.
It is estimated that the first position in a search results page (SERP) gets 33 percent of the clicks; the second, 15 percent, and the third, 9 percent, meaning that the top three results get 57 percent of user clicks.
8 factors that influence SEO
As you already know, there are more than 200 positioning factors that make our page appear in one position or another on the Google results pages. These factors are constantly changing and are divided into two main types: internal factors (on-site) and external factors (off-site).
1. Optimization from the on-site
On-site factors are those that you can control directly. For example, the quality of the content, the web architecture, and the HTML code are the most relevant factors of a website.
Content: To optimize for search engines, the content offered by your site must be original, have a minimum of 300 words, and have the presence of a keyword or main keyword throughout the text.
Structure: It is the composition of the URL that gives the body to your site. When working on search engine optimization, you should try to present Google spiders or bots with a platform that is easy for them to digest. They must be able to track your content in the background. They do this from HTML codes or HTML tags.
These HTML tags make search engine optimization possible. They include the title tag, the blue title that Google finds first, the “meta description” tag, and header tags. Also known as <h1>, <h2>, <h3>, etc. they show in a hierarchical way the different titles that can be found in the content. In this way, they allow the optimization of your content.
2. Optimization from the off-site
They are those that you cannot control directly. However, what is known is that they are the ones that indicate to search engines the authority that a website has. That is, whether it is trustworthy or not. Among the factors of optimization for search engines are user behavior, the quality of external links, and social signals.
3. The keywords
What the terms entered in the search engine reflect is the user's search intention. These are searches that are defined by the goal the user has when performing them. It is divided into three:
- Informative: They seek information. Example SEO techniques, how to optimize my website for search engines, etc.
- Transactional: The purpose of the search is to complete a transaction, which can be buying something or downloading an e-book.
- Navigational: The search is aimed at finding a specific website.
4. Generate links for search engine optimization
As you may have heard, the authority of a website depends directly on the number of pages that link to it and whether they have a good reputation. That is, search engines always verify characteristics such as the authority of the pages that link to you, and the location within the content of those links.
That is why a large part of the page optimization work is directed toward the generation of links with the intention of improving the authority of a website. This strategy is known as link building.
The most common practices for this are:
Through content: If you have valuable content, you will be linked. A variant, link baiting, involves generating specific content for the purpose of generating attention and links.
Through social bookmarks: These are pages that are dedicated to trying to curate the contents of the web, either through user votes, popularity on social networks, or other factors.
5. Search engine optimization tools
Google Analytics
The experts always say it: 90% of SEO is about clearly establishing your objective and the audience you are targeting. The other 10% is taken care of by search engine optimization tools. If you want some data, these are the essentials:
Google: It is the most basic tool for SEO. From familiarizing yourself with algorithm changes to getting keyword ideas or analyzing your competition.
Google Analytics: Knowing what your users do on your website and how they get to it is vital from all possible points of view.
Excel: A fundamental tool for data analysis, link building, competition, and reporting. The most useful tool for SEO after Google.
Adwords Keyword Planner: In Adwords, go to "Tools and Analysis" and then to "Keyword Planner". It's not comparable to previous Google tools, but it's very useful for finding keyword suggestions.
gives you suggestions around a term you start from, based on Google's autocomplete. It is useful because it gives you very varied combinations that you may not have thought of. Useful to get an idea of the terms map of a website, both to have a visual approximation of its keyword density and to carry out a report or brainstorming.
6. Analysis of the competition
On the Internet, there are millions of proposals like yours. In SEO it is essential to be attentive to the behavior of the competition. The discovery of new competitors has to be a constant process.
You may discover them after a long time knowing the market. When locating them, review the content they generate, the format, and how it works.
7. Rank brain
Specialists define it as the third most important item ranked and indexed by search engines. And it is responsible for understanding the context in which some searches are developed through artificial intelligence.
8. Always think responsive
Although there are some dissertations in which the importance of the browsing experience from smartphones has not yet been defined, it is a fact that the highest number of searches today are carried out from a mobile device.
Therefore, it is not unreasonable to think about search engine optimization by creating content that improves the user experience. A good responsive design will guarantee that users can consume your content from any device.
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