Search Engine Optimisation (SEO) is the process a website undergoes to obtain organic results in search engines. Also called Search Engine Optimisation (SEO), this event is used in digital marketing strategies to increase the visibility of a brand through its appearance in search engines. These are based on factors such as the authority or popularity of a website and its relevance to decide in which position of the ranking to place it.
There is on page SEO, which refers to the optimisation of actions carried out within the website, in other words, those that we can improve. It is useful for improving Google's crawling and offering the best user experience. Off page SEO, on the other hand, deals with improving what happens outside the website. Its field of interest includes the treatment of links, local SEO or social media. Depending on the shortcuts used, Black Hat SEO, characterised by using questionable techniques such as spam in forums, or White Hat SEO, which consists of carrying out actions to add value to the website. Regardless of the selected methodology, the main function of SEO is to help search engine crawlers to recognise a web page and make it useful for users.
Also known as interlinking, the process of internal linking works as one of the main techniques to improve SEO positioning. Through the semantics of the linked pages, it allows the authority of those that most interest the brand to be boosted. Website links are the basis by which Google robots crawl and find content. They are organised through URLs, which, in turn, are ordered with a sitemap. Therefore, it is advisable to have a good web architecture and navigation. Based on their organisation, they are divided into two types:
Internal linking improves navigability, UX and search engine crawling, but links to external pages can also be beneficial. These are known as backlinks. They help ranking because Google considers their percentage a guarantee of reliability. That is, if you get other pages to backlink to your site, it means that your content is useful and reliable. Their number is directly related to organic traffic.
Content marketing aimed at improving SEO consists of adapting the contents of a website to the searches of Internet users, i.e. boosting organic traffic by using the right language, words and formats to be crawled by search engines.
First of all, it is important to know the target audience of the brand. In order to know the Google trends, there are tools such as Google Keyword Tool or Google Trends. Once the type of content to be generated has been selected, it is advisable to create links, relationships with customers or a corporate blog. All marketing actions must have cohesion between them to have a brand identity. The content created must be of quality and useful. Moreover, it must be presented in different formats to avoid monotony; such as:
After this, the right meta tags and the right keywords must be used to attract the target audience:
The UX (User Experience) is used to measure the user interface of the website and its user-friendliness. The conversion rate of the website depends on this factor, since, depending on how easy it is to carry out a purchase process, the visitor will be tempted or not to go through the sales funnel. There are three elements to take into account:
Technical SEO is the configuration of a website with the intention of positioning it among the top positions in search engines. The main objectives of technical SEO are to achieve a correct positioning by highlighting the content and offering a good user experience. There are three elements that work as the basis of technical SEO:
The mobile-first index is Google's main ranking method. In other words, mobile searches are those that the search engine takes into account when ranking websites. It is therefore advisable to adapt the website to any device without losing quality.
Social SEO can be carried out through the main social networking platforms. The links that are shared in these applications can benefit the distribution of brand content, visibility, organic traffic and search engines. In addition, it will improve the communication channel with your customers and strengthen a long-term relationship.